(TIỂU LUẬN) thảo luận nhóm TMU topic researching advertising campaigns and analyzing outstanding advertising campaigns pepsi bringing tet home

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC THƯƠNG MẠI - - BÀI THẢO LUẬN Topic: Researching advertising campaigns and analyzing outstanding advertising campaigns: Pepsi "Bringing Tet Home" Học phần : Tiếng Anh chuyên ngành Mã lớp HP : 2215ENTI1012 Giảng viên : Vũ Thị Hạnh Nhóm thực :1 Hà Nội, 2022 BẢNG ĐÁNH GIÁ THÀNH VIÊN NHÓM STT Họ tên Công việc Phạm Quỳnh Anh PPT+ I.1+II.1 Võ Trần Việt Anh I.2 Lê Thị Dung II.4+III Vũ Thị Thùy Dung II.3.2+II.3.3 Trần Thu Hà II.3.1 Đỗ Lê Hiếu II.2 Đánh giá Ghi NT Nhóm trưởng Đỗ Lê Hiếu Table of contents I THEORETICAL BASIS What is Advertising? 2 Popular advertising channels 2.1 Google Ads 2.2 Social networking sites .3 2.3 Television, TV 2.4 Online newspaper .5 2.5 Email marketing .5 2.6 Advertising through influencers II ADVERTISING CAMPAIGN “PEPSI MANG TẾT VỀ NHÀ” .5 Report about market’s trend near Tet holiday Campaign introduction III The advertising channels that this campaign carries: .7 3.1 Through social networks: 3.2 Through television, TV: .9 3.3 Through influencers: 10 The success of the campaign .11 CONCLUSION 11 I THEORETICAL BASIS What is Advertising? An advertisement is the promotion of a product, brand or service to a viewership in order to attract interest, engagement and sales Advertisements come in many forms, from copy to interactive video, and have evolved to become a crucial feature of the app marketplace An advertisement is different from other types of marketing because it is paid for, and because the creator of an advert has total control over the content and message  Some of the most common Advertising channel nowadays: Channel Function Mobile Advertising Increase in sales: Very helpful for online business Creating more demand for products Modern consumers prefer businesses who can deliver the information they want or need straight into their mobile devices Television Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy They are particularly useful to demonstrate how a product or service works Direct mail approach is more personal, as you can select your audience and plan the timing to suit your business Direct mail Online advertising A cost-effective way to attract new customers You can reach a global audience at a low cost Many customers nowadays research businesses online before deciding whom to buy from Billboards Large billboards can get your message across with a big impact If the same customers pass your billboard every day as they travel to work, you are likely to be the first business they think of when they want to buy a product Radio Advertising on the radio is a great way to reach your target audience If your target market listens to a particular station, then regular advertising can attract new customers Advertising in a magazine can reach your target market quickly and Magazine easily Readers tend to read magazines and keep them for longer, giving your advertisement multiple chances to attract attention Newspaper advertising can promote your business to a wide range of customers because almost everyone read news Online newspaper Popular advertising channels 2.1 Google Ads Google Ads is Google's online advertising program Through Google Ads, you can create online ads to reach people when they're interested in the products and services that you offer Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget 2.2 Social networking sites A social networking service is an online platform which people use to build social networks or social relationships with other people who share similar personal or career interests, activities, or real-life connections Social networking sites allow users to share ideas, photos and videos, and to inform others about online or real-world activities and events with people in their social network The success of social networking services can be seen in Facebook having 2.5 billion active users and an average of 1.4 billion daily active users in 2021 2.3 Television, TV TV reaches a much larger audience than newspapers and radio, and in a shorter period of time Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy They are particularly useful to demonstrate how a product or service works 2.4 Online newspaper An online newspaper is the online version of a newspaper which you can read on digital devices such as mobile phones and computer Online newspaper advertising can promote your business to a wide range of customers because almost everyone read news 2.5 Email marketing Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services It is the use of email to promote products or services while developing relationships with potential customers It helps small businesses reach new customers and grow their revenue on minimal budgets 2.6 Advertising through influencers Advertising through influencers is a type of Advertising that uses product mentions from influencers–individuals who have a big number of social following and are viewed as experts For example, many brands use influencer marketing to reach their target audience Big brands like Adidas, Pepsi, or Nike all use influencer marketing They are often celebrities or professional athlethes II ADVERTISING CAMPAIGN “PEPSI MANG TẾT VỀ NHÀ” Report about market’s trend near Tet holiday Campaign introduction 2.1 Introduction As everyone knows, Pepsi is one of the largest beverage companies in the world The campaign “ Pepsi brings Tet home” - “Pepsi mang tết nhà” was carried out by Pepsi, the Vietnamese Youth Union, and thousands of benefactors with the aim of bringing those who are in difficulty back home to celebrate the Lunar New Year in 2022 2.2 Aim of this advertising Firstly is to build brand image Every business wants to have a good image with the public and Pepsi is no exception As a big business, Pepsi understands the importance and benefits of a great brand image, especially in Asian countries like Vietnam that live more emotionally than rationally, so Pepsi implemented it Pepsi wants to contribute to helping disadvantaged people as well as gain more sympathy from Vietnamese people about the brand Secondly is to increase brand coverage Tet Holiday is the biggest holiday in Viet Nam so beverages are an indispensable thing in this holiday However, consumers have so many choices that they often forget about the brand With sharing of famous persons, Pepsi's images reach millions of people, making them remember Pepsi for free Finally, The ultimate goal of every business is profit When consumers remember Pepsi or they love the campaign, they will buy Pepsi to feel like “I'm contributing to this campaign too” From there, the company can have bigger profits and can grow more The advertising channels that this campaign carries: Investing in the right channel is one of the factors that make this campaign successful The advertising campaign "Pepsi brings Tet home" is transmitted through advertising channels as follows: 3.1 Through social networks: Youtube: A report shows that 95% of Internet users are using YouTube, especially in the time of COVID-19 Therefore, Pepsi chose this as the first communication channel In the Tet 2021 season, Pepsi's tagline is "Nothing stops you going home - Pepsi brings Tet home" with the participation of KOLs in Rap Viet program that is extremely popular with young people: three coaches: Karik, Suboi, Wowy and a handsome rapper Lang LD appeared in the TVC https://www.youtube.com/watch?v=AszDed_77A4 Video told about the journey back home to celebrate Tet of people No metaphor, the story clearly and coherently shows that Pepsi and the "KOLs" will make your journey home easier Pepsi brings you home, which means bringing Tet with your family Facebook: Pepsi posted information about the program "Bring Tet home" on its fanpage on Facebook The program offers 1,152 round-trip air tickets, 1848 round-trip car tickets and meaningful gifts to more than 3,000 students and workers away from home with difficult circumstances returning home to celebrate the Lunar New Year Accordingly, more than 50 artists in showbiz strongly supported and accompanied Pepsi to spread the campaign more widely in the first days of its launch As Karik, Dong Nhi, Phuong Ly, Han Sara,…They posted a status enclosed with hashtag #KhongGiCanBuocBanVeNha, #PepsiMangTetVeNha It is an effective supporting factor to bring the brand's message closer to the masses Along with that, dozens of large and small newspapers on Facebook also joined hands to widely share information about this event, making the message "Bring Tet home" more be known In these advertising channels, Pepsi can measure the effectiveness by the number of reactions, likes, shares, comments 3.2 Through television, TV: Understanding that today's young world is more interested in social networks, Pepsi has paid a lot of attention to advertising about digital devices, but not because of that, traditional channels have been left unexploited Pepsi still maintains its advertising on TV, aimed at middle-aged audiences and those who rarely use social networks These ads are still prioritized to broadcast at beautiful time frames, to make an impression on viewers; The advertising content is shortened to fit the broadcast time but still has enough good meaning for the network campaign 3.3 Through influencers: This beverage brand wanted to test a new channel during Tet, an important holiday in Vietnam, not only to expand communication on digital channels but also to gain valuable insights to help them establish Plan campaigns for the whole year The campaign has received strong companionship and support from the artist world since the very first days of its launch More than 50 artists, celebrities, and dozens of large and small newspapers have also widely shared information about the campaign This is also a factor that helps promote and convey more deeply the meaningful messages of this Tet holiday to a large number of users Not only that, with the influence of their own community, each artist participating in the campaign receives the companionship of millions of viewers who love them and from there the message is spread further That is why, under each post from the artist, the Pepsi brand has received support and praise from many audiences for the humanity that the campaign has created, especially the negative changes in the period The COVID-19 pandemic has made many situations more difficult The success of the campaign The campaign "Pepsi brings Tet home" brings joy to 3,000 students and workers to go home to celebrate Tet with their families With 1152 round-trip air tickets, 1848 round- trip car tickets, and many other meaningful support gifts that Pepsi offers during the Tet holiday 2021 Through the above advertising channels, Pepsi's campaign "Pepsi brings Tet home" not only achieved the goals set out from the beginning but also achieved unexpected success The campaign reached and attracted more viewers than previous campaigns, achieving high conversion rates for its video ads Pepsi has achieved results such as 10.6 points increase in Ad Recall (Audience remembers ads), 84% completion rate with in-stream videos (video ads), 92% video viewers watched for seconds or more In addition, this campaign also creates a good impression on the viewers about Pepsi through good actions during the Covid period "Pepsi brings Tet home" really goes beyond the framework of an ordinary marketing campaign and becomes a social activity of great stature, contributing to society, especially during this difficult Covid period Therefore, the program has received the support of ministries and agencies, the enthusiastic response of young people, and contributions from thousands of Pepsi employees across the country and in the region III CONCLUSION From the success of the "Pepsi brings Tet home" campaign, we can see that advertising channels are a potential tool to attract the attention of customers and viewers Through the above discussion of group 1, group hopes to be able to convey and clarify advertising channels to everyone That’s the end of our presentation, if you guys have any comments or questions about our topic, please turn on your micro or put them in the chatting box Thanks for listening! ... “ Pepsi brings Tet home? ?? - ? ?Pepsi mang tết nhà” was carried out by Pepsi, the Vietnamese Youth Union, and thousands of benefactors with the aim of bringing those who are in difficulty back home. .. the story clearly and coherently shows that Pepsi and the "KOLs" will make your journey home easier Pepsi brings you home, which means bringing Tet with your family Facebook: Pepsi posted information... trip car tickets, and many other meaningful support gifts that Pepsi offers during the Tet holiday 2021 Through the above advertising channels, Pepsi'' s campaign "Pepsi brings Tet home" not only