A brief study of phoenix joint stock company and its advertising approaches to business operations

MINISTRY OF EDUCATION AND TRAININGHANOI UNIVERSITY OF BUSINESS & TECHNOLOGY FACULTY OF ENGLISH 2009-2010 GRADUATION ASSIGNMENT A BRIEF STUDY OF PHOENIX JOINT STOCK COMPANY AND ITS ADVERT

MINISTRY OF EDUCATION AND TRAINING

HANOI UNIVERSITY OF BUSINESS & TECHNOLOGY

FACULTY OF ENGLISH

2009-2010

GRADUATION ASSIGNMENT

A BRIEF STUDY OF PHOENIX JOINT STOCK COMPANY AND ITS ADVERTISING APPROACHES TO BUSINESS

OPERATIONS

Student: Nguyen Thi Quynh Nga Code: 06D17750NB Group:BBE11-03

Supervisor: Mr Tran Anh Tho

HANOI, 8-2010

In the preparation and completion of this thesis, I have received guidance, encouragement and support from many people Without their assistance and support, this study might not have been finished

First of all, I would like to express my great gratitude to all of the lectures, professors and staff at Hanoi University of Business and Technology who provided me with profound knowledge as well as constructive comments and help with my thesis

I am particularly indebted to my supervisor Mr Tran Anh Tho, senior lecturer of English, for his valuable advice, suggestions, criticism and correction during the development of this study

Last, but not least, I am most grateful to my parents, my colleagues for their love, encouragement to the success of the Graduation Assignment of this kind.Finally, any deficiencies, ambiguities and short comings in this thesis are solely my own responsibility All comments and suggestions are welcomed

Nguyen Thi Quynh Nga

8-2010

TABLE OF CONTENT

1 Rational of the study:

When I was a child, I was impressed by ads on TV They were colored and musical When I grew up, I understood what, how and where I could buy these things I need I realize the importance of advertising in this world when

I studied in Hanoi University of Business and Technology

Advertising is not only for every company But some require it because their market is big and constantly changing and evolving Consider this up to

30 % of the people in the US move each year Or, you may be looked into a battle with a competitor People do business with companies that are knowing and trusting Advertising can help build awareness, so that eventually consumers will trust your offer

I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its product or service I believe equally firmly that you build a brand through public relations, not advertising

1: Position or repositions your company, product or service

2: Gain new customer, particularly hard to reach ones

3: Maintain consistent, controlled customer communications

4: Reinforce personal sales calls, direct – mail

5: Retain existing customers

2 Objectives of the study:

The advertising has following purposes:

- To attract new buyers and try to expand customer base.

- To complete in the market

- To create an organization’s recognition among consumers

- To promote subsidiary or product manufactured by the same company

- To increase the sale of a particular product

- To carry out public relations and public service program

Advertising begins with the advertiser – the individual or organization that usually initiates advertising process The advertising also makes the final decisions about what the advertising will be direct to, the media in which it will appear the size of the advertising and the duration of the campaign

The major player in the advertising world is the media used by these advertisers The media are channel of communication they carry the messages from the advertiser to the audience Media organizations are organized to sell and time

3 Scope of the study:

The graduation assignment focuses on the advertising approaches to business operation by Phoenix Joint Stock Company to dominate its markets with full awareness of its vital task to boost its profit and sustainable

The scope of the study identifies the unique features performed by Phoenix Joint Stock Company campusing smart leaders carefully chosen and selected to run the business of rations and to expand its public relations to lure customers

4 Method of the study:

I used some methods to find information and do this assignment such as:

- Reading

- Searching data on internet

- Analyzing data

- Consulting with supervisor

The assignment consists of, besides the introduction, conclusions, references, 3 chapters:

Chapter 1: Theoretical background in general

Chapter 2: Practical Oriented Advertisements

Chapter 3: Solutions to improve the Phoenix Joint Stock Company’s advertising activities

I do hope that this paper will be a good reference source for Phoenix Joint Stock Company to develop advertising

CHAPTER I THEORETICAL BACKGROUND IN GENERAL

1 The definition of advertising:

Advertising is the business of drawing public to goods and services and

is performed through a variety of media which is non personal presentation to attempts to persuade people to buy goods and services “English for business world” (2005- Education and training publish)

It informs the customers about the existence and benefit of the products

or services and attempts to persuade them to buy them

Advertising paid message communicated through the various media by industry, business firms, non- profit organizations, or individuals

Advertising is persuasive and informational and designed to influence the purchasing behavior and thought patterns of the audience

Advertising is a marketing tool and may be used in combination with Sales Promotions, personal selling tactics, or publicity Advertising is description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it And advertising is the activities of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media

2 The approaches to their advertising products

- E-mail messages: These can be wonderful means to getting the word out

about your business Design your e-mail software to include a “signature line” at the end of each of your e-mail messages Many e-mail software packages will

automatically attach this signature line to your e-mail, if you prefer.

- Magazines: Magazines ads can get quite expensive Find out if there’s a

magazine that focuses on your particular industry If there is one, then the magazine can be very useful because it already focuses on your market and potential customers Consider placing an ad or writing a short article for the magazine Contact a reporter to introduce yourself Reporters are often on the look out for new stories and sources from which to collect quotes

- Newsletters: This can be powerful means to conveying the nature of

your organization and its services Consider using a consultant for initial design and layout Today’s desktop publishing tools can generate very interesting newsletters quite inexpensively

- Newspapers (major): Almost everyone read the local, major

newspapers You can get your business in the newspaper by placing advertises, writing a letter to the editor or working with a reporter to get a story written about your business Advertising can get quite expensive Newspapers are often quite useful in giving advice about what and how to advertise

- Newspapers (neighborhood): Ironically, these are often forgotten in

lieu of major newspapers, yet the neighborhood newspapers are often closet to the interests of the organization’s stakeholders

- Online discussion groups and chat groups: As with e-mail, you can

gain frequent exposure to yourself and your business by participating in online discussion groups and chat groups Note, however, that many groups have strong ground rules against blatant advertising When you are joining in

a group, always check with the moderator to understand what is appropriate

- Posters and bulletin boards: Posters can be very powerful when placed

where your customers will actually notice them But think of how often you’ve actually noticed posters and bulletin broads yourself Your best bet is

to place the posters on bulletin boards and other places which your customers frequent, and always refresh your posters with new and colorful posters that will appear new to passers by Note that some businesses and municipalities have regulations about the number of size of posters that can be placed in their areas

- Radio announcements: A major advantage of radio ads is they are

usually cheaper than television ads, and many people still listen to the radio, for example, when in their cars Ads are usually sold on a package basis that considers the number of ads, the length of ads and when they are put on the air A major consideration with radio ads is to get them announced at the time that your potential customers are listening to the radio

- Telemarketing: The use of telemarketing is rising

- Television ads: Many people don’t even consider television ads

because of the impression that the ads are very expensive They are more expensive than most of major forms of advertising However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials or other forms of advertisements Television ads usually are priced with similar considerations to radio ads, that

is, the number of ads, the length of ads and when they are put on the air

- Web papers: You probably would not have seen this means of

advertising on a list of advertising methods if you had read a list even two years ago Now, advertising and promotion on the World Wide Web are almost common place Businesses are developing Web pages sometime just to

appear up-to-date Using the Web for advertising requires certain equipment and expertise, including getting a computer, getting an internet services providers, buying a Website name, designing and installing the Website graphics and other functions as needed( for example, an online store for e-commerce), promoting the Website (via various search engines, directories, etc.) and maintaining the Website.

- Yellow Pages: The Yellow Pages can be very effective advertising if

your ads are well-placed in the directory’s categories of services, and the name of your business is descriptive of your services and/or your ad stand out (for example, is bolded, in a large box on the page, etc.) The phone company will offer free advice about placing your ad in the Yellow Pages They usually have special packages where you get a business phone line along with a certain number of ads

- Direct mail: Mail sent directly from you to your customers can be

highly customized to suit their nature and needs You may want to build a mailing list of your current and desired customers Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc Keep the list online and up-to-date Mailing lists can quickly become out-of-date Notice mailings that get returned to you This should be used carefully and it incurs substantial cost, you don’t want to inundate your stakeholders with information so make the most of your messages

3 Words of mouth:

The best kind of advertising is probably what is known as words of mouth advertising, which occurs when people tell their friends or relatives about the benefits of products or services that they have purchased

It is the best kind of advertising because this form doesn’t have to pay money or anything for anybody Moreover, words of mouth advertising have many effects As you know, in fact, if our friends or relatives tell us about the benefit, the convenience of products and services which they have used, we will believe in that easily more than listening that on TV, on newspaper or a strange person When people believe in the products or services, they will buy them Maybe this is the most advantage of words-of-mouth advertising.

Advertising is the name given to the process of commercial promotion of goods and services in order to increase its sales Advertising can be done by means of a number of mediums like television, newspapers, wall paintings, billboards, magazines, Internet, by the word-of-mouth and in many other ways Advertising informs the buyers about the availability of a certain product or service in the market and encourages them to buy it

The main objectives of advertising are:

•Increasing the usage of a certain product and hence acquiring more orders

•Creating new customers and increasing brand recognition

•To obtain feedback from customers regarding a certain product

•To indicate introduction of new products or replacement of old ones.Advertising has a number of uses Apart from promoting commercial goods, advertising can also be used to educate and motivate the public about non-commercial issues such as audiovisual sales ads, deforestation, family planning, etc It is a powerful media which is capable of reaching to the far out masses Nowadays we find many ads on the internet also These advertisements in most cases have been successfully in connecting the user

with the information he requires To prevent complete commercialization of electronic media, some countries have made it mandatory for broadcasters to air some advertisements related to consumer interest These public advertisements educate people of that country on a number of social and moral issues.

However, some people are very keen on exposing the negative side of advertising The impact that advertisements cause depends on the state of mind of an individual and his past experiences For instances, young kids will

be easily attracted by the false claims made in advertisements People are also arguing about the increase in consumption of substances like alcohol and cigarettes after viewing ads Excessive advertising has become a nuisance in most cities of the world Manufacturers easily make false claims about any product and influence the minds of the people To confront this problem, companies are being asked to withdraw any false and negative claims made in their ads and also being made to pay a fine for these false claims

CHAPTER II PRACTICAL ORIENTED ADVERTISEMENTS

2.1 Company background

Phoenix Joint Stock Company is located in No 11, Plot No 14B, Trung Yen Urban, Trung Hoa Ward, Cau Giay District, Ha Noi Phoenix offers a winning combination of professional business services, Wireless High Speed Internet Access on Site ATM cash machine

In order to coordinate all works, you will find high-tech equipments Phoenix Joint Stock Company is managed by Mr Pham Ngoc Khue

2.2 The company’s advertising approaches:

Advertising plays a very essential role in every corporation Advertising

is of great importance in gaining public’s awareness The company has been using many advertising approaches such as: newsletter, poster, brochures, e-mail, mass media (newspaper, magazine-trade) Each of those approaches has its own advantages and disadvantages

Email advertising of company’s very effective but it has both advantages and disadvantages

The advantages of email advertising are numerous For starters, it is extremely cheap Company can send email messages literally to millions of clients and prospects who have opted to received their messages at a cost that

is close to zero Then it is instant, recipients are able to receive the message and respond instantly This is in sharp contrast to snail mail, which usually takes days to arrive and it often cost a bundle to mail a simple message to a

few thousand individuals sending out email messages to targeted customer Email advertising of company is also very easy to track Within a few hours

of sending a message, email has changed the way of the company do business Sure, people complain about the amount of email they receive But when all is said and done, using email has impacted business and customer in

a positive way and has the edge over other methods of communication But not who also read them, advertise by a company’s little sum of money also costly email, but also isn’t acquired efficiently Because number of email plenty more keep everybody from notice, and client concernment to wherewith motel by mere capful email

Newsletter is a good type of advertising spread but this advertising formality doesn’t bring back much profits

It has feature help client seize company’s information obviously It is advertising formality to give helping to all information indoctrination to everybody, sale promotion But it’s presented retrench either

However it is in a way updates information, service but it doesn’t get issued very often entered weekly and who also lose much time in preparation,

it doesn’t bring to many benefits for company

The poster, as the way in which it is seen, is very different from newspaper or magazine advertisements Reading is usually a private activity and therefore newspapers and magazine-trade can carry advertisements for person products which could look out of place in more public settings such as

on television or on posters Conversely, the poster is highly public medium that can be seen by crowds of people at any one time So posters of company are an effective means of publicizing issues of importance to public Poster is tool helping company, its customer services, is pasted in who harass where