English 4 ĐHTMAdvertising: modes and benefits

I. INTRODUCTION No one can start a successful business without a business plan or specific advertising strategy. As you know, advertising is a form of product introduction of the business to the consumer by various modes. In addition, advertising is a direct communication activity to bring product to people closer. In this way, businesses have to pay for the mass media to introduce their products, services, brand name to the consumer. Advertising plays a very important role in the development strategy of businesses. Nowadays, advertising is no longer limited on television, radio, leaflets. It is become more and more popular in the internet because of the development of technology. So, the question is What form advertising has? And What is its benefits? Let’s come to the discussion of group 1, topic 5: Advertising: modes and benefits, we will analyze to clear all part of this topic.

VIETNAM UNIVERSITY OF COMMERCIAL

FACULTY OF ENGLISH TRANSLATION AND INTERPRETING DEPARTMENT

English : 4

Topic 5 : “Advertising: modes and benefits”

List members (in the order of presenting)

No

OUTLINE

I INTRODUCTION

- About the group, the name of topic and outline

- Definition of Marketing, advertising

- The coverage of advertising in modern society

1 Modes of advertising: 3 forms

a Broadcast Advertising: Television, Internet,…

b Print Advertising: newspapers, magazines, brochures,…

c Outdoor advertising: Mall centres, events, exhibitions, public places,…

2 Benefits of advertising

a To the business

- Brand awareness

- Introduction of new products or services

- Changing the attitude of customer

- Bringing profits

b To the customer

- Providing product’s information to customer

- Contributing the customer protection

III CONCLUSION

No one can start a successful business without a business plan or specific advertising strategy As you know, advertising is a form of product introduction of the business

to the consumer by various modes In addition, advertising is a direct communication activity

to bring product to people closer In this way, businesses have to pay for the mass media to introduce their products, services, brand name to the consumer Advertising plays a very important role in the development strategy of businesses Nowadays, advertising is no longer limited on television, radio, leaflets It is become more and more popular in the internet because of the development of technology So, the question is What form advertising has? And What is its benefits? Let’s come to the discussion of group 1, topic 5: Advertising: modes and benefits, we will analyze to clear all part of this topic

1 Modes of advertising

Nowadays, there are many types of advertisment like: broadcast adverting, print advertising and outdoor advertising

a Broadcast Advertising

*Advertising on television and its advantages

Advertising on TV offers a number of benefits to businesses by incorporating sound, images and movement to make the whole package interesting for consumers Ads that capture the attention of the audience can start consumers talking, effectively reaffirming the advertising message In addition, cable advertising businesses to target very specific geographic areas at a lower cost than major network advertising

*Advertising on Internet and its advantages.

The number of internet users is on a rapid rise worldwide Online advertising, Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers

Here I have picked around 7 advantages of online advertising (not in that order) when compared with the traditional offline advertising

 Wider Ad Coverage

 Targeted Audiences for Better Response

 Very Much Affordable

 Speed

 Informative

 Flexible Payment

 Easy Audience Engagement

*Advertising on Radio and its advantages

There are many forms of advertising and advertising on radio is a popular form, brings a lot of advantages Nowadays, with the development of information technology, radio as close as and become an intergrade part of many people As such, advertising on radio brings products and brands closer to customers The benefits of using radio for advertising are many, ranging from its effectiveness to its low cost

Disadvantages of advertising

- Unfiltered audience: Unable to select the viewer advertising Company can

only select the time frame that the target consumer tracks most

- May be boring

Shows ads at specific times when people relax However, viewers often switch channels when they see the ad So, if the audience has free time, sit in front of the screen and has the control, they will switch channel very quickly

- High cost

The cost of advertising on television is quiet high and many businesses have to raise the price of their product Except for the midnight hours in your local cable TV system There is no advertising medium that swallows your money as fast as TV You pay for broadcast, and realize that TV ads are most effective when played back

- Short advertising time

Short advertising time when the audience can not catch up with the information

of the product

b Print Advertising: newspapers, magazines, brochures,…

Print Advertising is the oldest and most widely used form of advertising ever It has many advantages and disadvantages for businesses when they choose this type of advertising

* Advantages: There are a lot of people reading the newspaper everyday As a

result, the advertisings are easy for people to reach The fact that so many people buy a newspaper just to find and read the advertisings needed for them Newspaper advertising

is also very convenient because product changes can be made quickly, if necessary, you can insert a new advertising with a short message or change advertising time easily Print advertising is cheaper than other kinds of advertising, so you can save a lot of money for other things in the company

* Disadvantages: Newspaper advertising offers many advantages, but it is not

without disadvantages, for example: Newspapers are read only once and stay only in the house for a day Print quality is not always the best, especially for photo printing Your advertising must compete with other advertising content to attract the reader's attention

Today, with the development of modern technology, the habit of reading paper article is decreasing, people tend to prefer reading articles online So print advertising is not as effective as before

c Outdoor advertising:

It involves hanging outdoor billboards in mall centres or public places, organizing events, marketing programs, or just sponsoring a program to hang the logo

on the program's background

* Advantages: Outdoor advertising is easy to attract people's eyes Events will

be indirectly broadcasted by television and news media about the company's brand

* Disadvantages: Although it easy to see, but few people spend a lot of time to

read it If you choose this form, your message must be very concise, and mostly advertise your brand or company name, business area or product image With the event, the campaign is not sustainable, when the event ends, the advertisement ends It

is also influenced by external factors for example: Weather factors affect the material

of advertising billboard causing loss of words, fonts that damage the billboard In addition, outdoor advertising can also be affected by people: damage, removal, relocation without permission, etc

2 Benefits of advertising

a To business

It is common today that advertising is the most important tool in the marketing

of products and services It brings many benefits to business and customer Now, I will analyse the benefits of advertising for business

Firstly, I will talk about brand awareness Advertising lets people know you’re

in business It conveys your business name and the type of products or services you offer This means that advertising create and mantain a brand identify or brand image

Secondly, advertising make the introduction of new products It is the best way

of communicating a new product offering to its potential market It generates interest

in the market and it stimulates thee need by the customer to purchase the product Advertisement also helps manufacturers expend their market as advertising is

far-reaching and can be heard several kilometres away from the manufacturer Increased sales are also a product of advertisements because people get to know the product and often want to sample it The manufacture’s product becomes dominant in the mind of the consumer

Next, a good advertising will change the attitudes of customer Business owner often do not realize that one of the benefits of advertising is making potential feel more confident in a business they see advertised It gives them the sense that the business is professional, stable, reputable and believe in products of this company

Finally, advertising will bring much more profits for business When business’s products are advertised on Tivi, internet, newspapers or magazines, many people will see it They see the improvement of product and decide to buy it A satisfied customer will often tell others of their experience, which can result in future sales It will help business to get new customer and increase more and more profits for business

b To customer

Advertising content is short, easy to understand, give the basic problem for customers

Unlike the rampant articles, the introductory articles, advertising articles should be short, easy to understand so that any customer or reader can understand the content of advertising This helps customer understand what advertising is toward The short advertising, properly presented logic, directed towards the product, give the details of products, services A short, concise article that responds to the needs of customers when researching a product or service Through the advertising, it determines 70 to 80% of the purchase decision or use

of the service provided from the advertising

Advertising contributes to consumer protection: Through advertising, stores must constantly improve and improve the quality of products, quality of service Advertising helps limiting not only monopoly on the product but also monopoly

on price, harmful to consumers Advertising equips consumers with the knowledge they need to make the right choices

III CONCLUSION

Our life is becoming more modern, the demand for human consumption is even higher and higher and manufacturers have also greater demand Advertising is an important strategy in the promotion of enterprises, so that organizations can give accurately information about their brands to the customers, but it is also a challenge for them to respond the consumer’s needs Nowadays, the market has become very competitive with a new brand which is founded almost daily, the main concern of every marketer is promoting their brand with an image that is much better than the one

of the competitors Advertising in Vietnam is popular and the awareness of enterprises

on advertising issues has also been significantly improved There are many kind of advertisements but the most popular modes is broadcast advertising: Television, Internet,… Although each has its pros and cons, we can’t deny huge benefits advertising bring to producers, customers and whole society

In our opinion, using ad is very necessary when companies want to widen their popularity in a large market segment But the two most important things every company always has to remember are choosing a suitable ad mode and considering carefully before making an ad to ensure that it is really worthy with the cost they paid

MEETING MINUTES – GROUP: 1

I Time : From 8:00 to 10:00

II Place : yard of school library

III Members : 1 Vu Tram Anh

2 Tran Ngoc Anh

3 Bui Phung Anh

4 Truong Thi Ngoc Bao

5 Le Thi Van Anh

6 Vuong Thi Ngoc Anh

IV Contents for discussing:

1 The members introduce and familiarize

2 The exploitation: The concept of Advertising

Modes of advertising Benefits of advertising

3 Reference: Head for business (Jon Nauton 2002)

Webpages

V Duties for members: members collect more information in one week

Head of the team

( Signature and name )

Secretary

( Signature and name )

MEETING MINUTES – GROUP: 1

I Time : From 8:00 to 10:00

II Place : yard of school library

III Members : 1 Vu Tram Anh

2 Tran Ngoc Anh

3 Bui Phung Anh

4 Truong Thi Ngoc Bao

5 Le Thi Van Anh

6 Vuong Thi Ngoc Anh

IV Contents for discussing:

1 Aggregated information and pick out pieces of information needed for discussion

2 Removing irrelevant information

3 Determine the contents of the discussion

4 Add content missing

V Duties for members: members prepared for their task in 1 week

Head of the team

( Signature and name )

Secretary

( Signature and name )

MEETING MINUTES – GROUP: 1

I Time : From 8:00 to 10:00

II Place : yard of school library

III Members : 1 Vu Tram Anh

2 Tran Ngoc Anh

3 Bui Phung Anh

4 Truong Thi Ngoc Bao

5 Le Thi Van Anh

6 Vuong Thi Ngoc Anh

IV Contents for discussing:

1 Synthesize information into a sequence of content want to present

2 Photocopy this pamphlet to members of the group so that members are aware of all of the group discussions

3 Assigned to each member of each part in preparing brochures

V Duties for members:

1 Vu Tram Anh: Introduction

2. Tran Ngoc Anh: Broadcast advertising

3. Bui Phung Anh: Print ads and Outdoor ads

4 Truong Thi Ngoc Bao: Benefits to the business

5 Le Thi Van Anh: Benefits to the customer

6. Vuong Thi Ngoc Anh: Conclusion + Slide

Head of the team

( Signature and name )

Secretary

( Signature and name )

MEETING MINUTES – GROUP: 1

I Time : From 8:00 to 10:00

II Place : yard of school library

III Members : 1 Vu Tram Anh

2 Tran Ngoc Anh

3 Bui Phung Anh

4 Truong Thi Ngoc Bao

5 Le Thi Van Anh

6 Vuong Thi Ngoc Anh

IV Contents for discussing:

1 Assigned to each member of each part in preparing brochures

2 Practice the presentation

3 Listen and check the mistakes for each other

V Duties for members: Learn by heart and practice the pronouciation

Head of the team

( Signature and name )

Secretary

( Signature and name )