Online Advertising for Potential Students of International School

This research is limited in understanding the effect of social networking on potential students of the International School and finding out the most effective channel to increas[r]

Online Advertising for Potential Students of International School

Group sciences: Nguyễn Ngọc Mai

Vũ Thị Khánh Huyền Dương Thị Minh Nguyệt Class: IB2015B – IB 2015A Science advisor: Assoc Prof Vũ Xuân Đoàn

1 Necessary of the topic

Online advertising is more and more popular in our society, and information from social network becomes an important part of our day life All institutions, schools, and business organizations, try to exploit the power of social network to reach their goal

As a good quality education and training institution, International School needs to attract more and more candidates to make the selection process easier It should regularly learn new ways to promote the new trend in information search Online advertising is more developing with new features It is indispensable to exploit the social network to promote the IS’ image to lots of students By studying the utility of social network, we can help high school students to well known the advantages of study at the International School, and enhance the efficiency of recruitment process

2 Literature review

It exist certain studies conducted in last decade on the online advertising Giorgio Brajnik and Silvia Gabrielli (2010) gave answer to two questions: (a) which conceptual and theoretical background knowledge, based on psychological explanations of user cognition, affection and behavior, can best support the design and investigation of online advertising, and (b) which specific adverts features and properties are key to understand and favor certain types of effects on users Pi-Fang Hsu (2016) educated business executives and students of commerce on how to meet online advertising and Internet marketing challenges using both present and future tactics and applications

Trung Duc, Thanh Bobber, Binh Nguyen (2015) gave readers from basic to advanced view on Facebook Advertising within 5 chapters The book centralizes the practice – oriented, directs simply and easily instruction to readers which helps them having a more comprehensive view of Facebook advertising in particular and the advertising industry in general

3 Objectives

To enhance the understanding and promote the image of International School for High School students so that they can choose International School-VNU as their favorite University

4 Limitations

This research is limited in understanding the effect of social networking on potential students of the International School and finding out the most effective channel to increase the effectiveness of the recruitment process

5 Research questions, methodology and scope of research

We try to find out the answer for two main research questions:

1 With social network, which channels do high school students use to search for information?

2 How to increase the effectiveness of advertising about International School on these channels?

The following Research Methods will be used

- Collect and synthesize secondary information

- Collect primary information through questionnaires and face-to-face interviews

- Synthesize, analyze the data, comment and come up with solutions

The research will go through four steps:

1 Step 1: An overview of the theory of online advertising and relevant social context

2 Step 2: Survey the reality of how high school students approach social network

3 Step 3: Find out the factors that affect the exploitation of social network for high school students

4 Step 4: Determine a channel suitable for potential students of IS and ameliorate its efficiency

6 Hypothesis

The study try to verify the following hypothesis:

Facebook is the most useful tool of communication for high school student If we ameliorate the content of our webpage, our International school will be more attractive

7 Facilities and the difficulties of the researching process

Our study has some facilities: There is guidance and encouragement from IS, especially from the Office of Student Affairs Moreover, the cooperation of the high school students in the process of investigating public opinion is positive

Our study face unavoidable difficulties such as: There is little time for research The process of synthesizing the data from the paper must be reviewed several times to avoid confusion

CHAPTER I THEORITICAL BACKGROUND

I.Advertising

According to Businessdictionary.com “Advertising is “the activity or procession of producing information for promoting the sale of commercial products or service”

By overview, the purpose of advertising in the business is persuading people to buy products or services Advertising try to attract and increase the consumer's desire to buy by exposing the benefits and utility of the product through the specific characteristics of the product

The advertisers can concentrate on a specific group consumer for the ultimate purpose

of convincing them to use their products and services

Advertisers try to remind consumers that the products or services that being advertised are still present and operating on the market and affirms the image and reputation of the brand

Advertisers not only provides product information but also emphasizes product or service differentiation over competitors, extends product distribution, enhances brand loyalty of consumers

Advertising plays a very important role not only in trade but also in all fields of life such as education, politic, social organization etc It affects to not only advertisers but also consumers:

For the advertiser: It is an important marketing tool for reaching communication goals

It create demand for the purchase or use of the service and enhance the popularity of images and reputation It provides quick information about the market, then look for the right strategy to reach the market For the consumer: Advertising provide information about goods or services, and the necessary knowledge about products or services It can save time and money for searching and selecting products of services

It improve the level of product awareness and promote change of consumption habits

II Online advertising

According to G2 Crowd (no date) “Online advertising refers to any advertising that takes place online Several channels are available for advertisers to place ads and includes tools to manage ad campaigns for each channel Each channel supports different ad formats and placement options for catching the eyes of potential customers.”

To choose a channel suitable for his purpose, the advertiser should study the importance of each channel, determine the characteristic of this tool of communication Particularly he should identify the type of potential customers Precisely, according to G2 Crowd (no date), he should find out the answer to 5 following questions:

-Why: Why is that channel important? What makes it unique and why should you consider it?

- Where: are potential customers going to see these ads? On what kind of websites and where on the page are these ads located?

- Formats: What are the different ad formats that a channel supports? What are they called and what are the specifications? What do these ads look like?

- Pricing: How are ads on this channel priced? By which metrics are ads being charged? What are the average prices for these ad formats?

- Trends: What are practitioners and experts in the digital advertising space talking about with regard to each channel? What trends should you be aware of when considering advertising on a channel?

III Some forms of online advertising

Online Advertising uses the internet environment to deliver marketing messages to target customers The most habitual online advertisings are:

III.1 Web banner advertising

It isgraphic ads displayed on a web page Many banner ads are distributed by a central

ad server Advertising banners can use rich media to combine video, audio, animation

or other interactive elements

III.2 Social media marketing (SMM)

It is a form of trade promotion made through social networking Producers can promote their products by regularly updating and offering special offers (such as coupons, event tickets) through their social profile pages

III.3 Trick banners

They are a form of advertising that stimulates the common message that users use often, in order to entice viewers to click this ad banner

III.4 Email Advertising

It is a form of advertising that sends out product introductions & services via email to multiple people on the advertiser's list The email recipient list may be collected with the consent of the recipient or through the sale of information

III.5 Search Engine Marketing (SEM)

Itis designed to increase the visibility of a website in the search engine results pages (SERPs) Search Engine Marketing also includes the efforts of advertisers aiming to make their website displayed at higher positions than other sites on search results and

is often referred to as Search Engine Optimization (SEO)

III.6 Search Engine Optimization (SEO)

It is a set of methods to optimize your website to become search engine friendly (Search Engine) that enhance the ranking of the website when users search with related keywords Search engines regularly update the algorithm to penalize poor quality sites that try to trick the rankings with bad tactics

III.7 Social Networking

Thanks to the strong development of Information Technology, social networking becomes more and more familiar with everyone Social media has been an effective way for individuals to learn about new products, brands and services, more and more marketers are accepting the shift in advertising strategy it presents Although viewers may have the option to “turn-off” or hide certain advertisements, seeing ads on social channels is one of the top ways users learn about new products, brands and services Advertising on social media is becoming a hot trend for everyone who wants to broadcast their products to the public due to its outstanding advantages Through social networking sites, companies can have conversations and interact with views This interaction can help create a sense of excitement for the people with products, including potential customers Besides, by using this mean of advertising, we can identify the group of truly target customers

IV Some forms of useful social networks

IV.1 Facebook.

Considering the stat that 62% of U.S adults use Facebook alone, social advertising can have a huge impact In Vietnam, access to Internet as well as social network is no longer strange According to a report by We Are Social in early January 2014, the total number of Internet users in Vietnam has reached 36,140,967 and tends to develop further in the coming time That proves that besides traditional channels, this is a very potential environment for businesses and brands wanting to reach out consumers Let’s see an example of using social advertising on Facebook in our country: More than 20 million active Facebook accounts, accounts for 22% of population aged from 13 to 64; 50% Facebook users use Facebook to find and buy on Facebook; 40% Facebook users use search and then refer to Facebook before making a purchase decision; More than

70% of businesses have invested in Social Media Marketing in 2014; Number of businesses viewed Facebook as an important advertising channel has increased more than 80% ; 76% of B2C businesses and 41% of B2B businesses have Facebook customers; 57% of businesses have customers through the company website In conclusion, Vietnamese customers are getting used to finding information about products through social network

IV.2 Instagram

It is a social networking app made for sharing photos and videos from a smartphone Instagram is a free photo and video sharing app available on Apple iOS, Android and Windows Phone People can upload photos or videos to our service and share them with their followers or with a select group of friends They can also view, comment and like posts shared by their friends on Instagram

IV.3 YouTube

It is a free video sharing website that makes it easy to watch online videos YouTube

is now one of the most popular sites on the Web, With Youtube people can watch videos from around the world, from kids videos, tv shows, tutorials, courses Videos

on youtube are generally countless

IV.4 Zalo

It is a homegrown messaging app that dominates the Vietnam market Zalo is being used by around two-thirds of the country's smartphone owners While Line, Viber, WeChat and other international messaging platforms are fighting for dominance across Southeast Asia, none has made much headway in Vietnam

IV.5 WhatsApp

It is a free app that provides simple messaging and calling for any smartphone worldwide WhatsApp joined Facebook in 2014, but still works as a standalone application with the goal of building a fast, reliable messaging service anywhere in the world

IV.6 Twitter

It is a free social networking service that allows users to read, message and update small tweets, a form of micro-blogging site Some people also use Twitter to discover interesting people and companies online and to follow their tweets for as long as they are interesting

CHAPTER II RESEARCH METHODOLOGY

After interviewing 15 high school students, we identified the questions used in the questionnaire as shown in the appendix, with topics related to internet usage, social networks interested as Facebook, Instagram, Youtube, Zalo, Twitter,Whatsapp After testing the questionnaire with 15 high school students, we revised the questionnaire so that the data collection and analysis could be conducted as follows

I Data Collection

The study was conducted through questionnaire This statistics is the results of an answers of 200 randomly selected high school students from Hanoi in Bach Khoa Open day (11/03/2018), (including 7 questions).This is one of the largest events of the year providing consultancy about university student recruitment This event attracts students from many universities in Hanoi as well as neighboring provinces

The objective survey goes smoothly

Each student who responded to the survey was given a zodiac book with recruitment information from the Faculty of International Studies Our team has listed practical questions on the demand of pupils to research on how to do marketing activities for IS There are 7 questions totally The first and second questions are about the frequency, the time for social network usage everyday and the most popular social network The third question is about the type of social network that students use the most This is also a question to help us confirm that Facebook is the most used tool Question number four is about the online channel student used to find recruitment information

of universities The fifth question is about the issues that high school students care

about when accessing a website about recruitment for universities This is the question that receives the highest interest of students Through this question, students have the opportunity to express their concerns about universities There will be some students who are interested in information about the program of the college they are applying for Some others would like to know if the school's tuition is appropriate for the family Some of them are wondering if the university has extracurricular activities to help develop soft skills, or future employment opportunities are also topic of concern when they have to decide on which university to build up their future Our last two questions are to measure whether many high school students know about international studies and what channel they get to know about international studies The survey activities were well attended by students and ended well

These students come from different high school in Hanoi We've got the list of the questions for this research Including 7 short questions The results was very useful for the analyses as well as the instructions for the problem

II Data analysis

II.1 Frequency of surfing the Internet