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Advertising is something that one can love or hate but cannot ignore Advertising is a process of communication between the seller and the prospective buyer. Advertising has evolved over the years as a response to the evolution of business and trade in the society. Advertising works on the simple phenomena of buying time and space in mass media to reach out to the targeted group of consumers. This process of deciding what to say, when to say, how to say, whom to say and where to say requires skills, knowledge and research. Thats why at times advertising is referred as a mixture of science and art. The scope of advertising has broadened over the last decade or two. Advertising in the last few decades has come a long way, from merely informing the prospect of the availability if products and services to a skilful strategy in marketing to making brand an extension of peoples attitude and personality. Advertising as a process of communication benefits both, the marketer and the consumer. The marketer gets a ground to communicate about his brand and the consumer gets knowledge of the brand and this awareness assists the buyer in the purchase process and finally choosing a brand. The power of advertising is such that even the number one brand in the world believes and invests in it Advertising is in a state of change due to growth of digital technology, online communication, consumers accustomed to the commercial environment and increase in clutter
THUONGMAI UNIVERSITY - - ENGLISH FOR SPECIFIC PURPOSE TOPIC: ADVERTISING Discussion group: 04 Class code: 2370ENTI1012 Instructor: Bui Thi Thu Trang Ha Noi 2023 Table of contents A Introduction B Contents I.Channels of advertising Video Advertising: Television & YouTube .2 Audio Channels: Radio & Podcast Advertising 3 Print & Digital Publications (Magazines) Out-Of-Home Advertising Social Media .7 II Aims of advertising .8 1.Introduce a product 2.Acquiring customers or Brand switching 3.Differentiation and value creation .9 4.Brand awareness 5.Increase profits III How to design a good advertising Choose your target audience 10 Conduct market research 10 Set Your Budget .10 Choose your platform and ad format 11 Decide on Ad Goal 11 Craft a memorable message .12 Gather creative assets .12 Use striking visuals 12 Include a call to action 12 10 Include relevant information 13 11 A/B Test Ad Copy 13 12 Analyze ad data and make changes 13 IV.Techniques advertising usually use to persuade customer 13 V.Example of advertising at the business 14 C Conclusion .18 A Introduction "Nobody counts the number of ads you run; they just remember the impression you make " _ William (Bill) Bernbach_ Advertising is something that one can love or hate but cannot ignore! Advertising is a process of communication between the seller and the prospective buyer Advertising has evolved over the years as a response to the evolution of business and trade in the society Advertising works on the simple phenomena of buying time and space in mass media to reach out to the targeted group of consumers This process of deciding what to say, when to say, how to say, whom to say and where to say requires skills, knowledge and research That's why at times advertising is referred as a mixture of science and art The scope of advertising has broadened over the last decade or two Advertising in the last few decades has come a long way, from merely informing the prospect of the availability if products and services to a skilful strategy in marketing to making brand an extension of people's attitude and personality Advertising as a process of communication benefits both, the marketer and the consumer The marketer gets a ground to communicate about his brand and the consumer gets knowledge of the brand and this awareness assists the buyer in the purchase process and finally choosing a brand The power of advertising is such that even the number one brand in the world believes and invests in it! Advertising is in a state of change due to growth of digital technology, online communication, consumers accustomed to the commercial environment and increase in clutter B Contents I.Channels of advertising Before placing any ads, media planners must devise their overall objective and strategy behind their media campaign Each type of advertisement has its own set of advantages and disadvantages that must be considered to optimize their media placements and maximize the campaign’s impact Consider the strengths and weaknesses of these five prominent media channels: Video Advertising: Television & YouTube On July 1st, 1941, the first-ever legal television advertisement was broadcast in the state of New York during a Brooklyn Dodgers versus Philadelphia Phillies game, which was on the screens of about 4,000 televisions In the decades that followed, the popularity of television advertising swelled along with the popularity of mass marketing Today, television is one of the most popular media channels for marketers, especially with the advent of connected TV advertising, which uses viewer data for more effective segmentation Video ads have also expanded beyond the traditional cable box to include YouTube ads and online video Media planners can now showcase their commercials across the web on various websites to connect with audiences online Pros of Video: Online & Television Advertising Television combines audio with visual This creates a multi-sensory advertising experience that shows viewers how your product is valuable When you play a commercial on someone’s television, the touchpoint takes place in their home This makes it a more personal medium Television is also a great way to establish a personalized connection with a viewer Consider for example The Hyundai Super Bowl ad from 2017 This commercial reconnected soldiers with their families virtually to watch the game Although this commercial did not directly speak to the cars they sell, it did reinforce its brand message Television is a great brand awareness tool - Almost every American has a television, with 83 percent of adults having two or more, and American households keep their televisions on for 8.1 hours each day on average As a result, roughly $76 billion was spent on advertising in 2019 alone By combining television ads with YouTube’s reach, brands can benefit from viewers watching their commercials long after they have aired However, brands need to be sure that they have strong message No commercial will go viral if it does not connect with viewers In addition to hosting commercials on a specific YouTube channel, advertising on the platform itself can be beneficial Since many users are logged in when they view videos (2 billion logged on users), demographic data can be combined with the content they are watching, resulting in relevant content being seen by the target audience Cons of Video: Online & Television Advertising Television advertising can be costly for organizations It’s a large investment to not only purchase the slot, but to develop the commercial’s creative content Media planners have to forecast which shows will generate a higher than expected viewership in the coming months An inaccurate estimate can compromise marketing ROI Additionally, since television ads generally get good exposure, a bad ad can really hurt a company's brand reputation When there are more eyeballs on an ad, it is more important to make sure the creative is strong A of television advertising is that viewers not always actively listen to television commercials, and often try to skip or avoid them when given the opportunity Also, not everyone tuning in will be part of your target audience making it easier to waste your advertising budget Always consider which segments watch a particular television program before purchasing a slot Although a primetime show may get more eyes, daytime or late-night television could be more targeted and save you money Additionally, when selecting an advertising slot, we recommend booking live television where possible When watching a football game, your users will be unable to fast forward through the commercial breaks if they want to watch the game as it is happening Audio Channels: Radio & Podcast Advertising While radio technology was developed during the 19th century, the commercial capabilities of radio broadcasts were not harnessed until 1912, where record companies supplied free music to broadcasters in exchange for mentioning which company provided the record By the late 1920s, almost every U.S radio station would play commercially sponsored programs Today, traditional radio remains incredibly popular for listeners and advertisers alike – and with the rise of internet radio, it appears this audio-only method of advertising will remain popular throughout the digital revolution Pros of Radio & Podcast Advertising Radio is extremely accessible – 95 percent of cars have radios, and 99 percent of homes have radios 93 percent of American adults listen to the radio over the course of the week This includes 97 percent of Gen X, and 95 percent of Millennials Radio is also a cost-effective medium, especially when compared to its television counterpart Through radio, advertisers can frequently message consumers without allocating all their budget on more expensive ads Radio has been effectively used in conjunction with television ads to strengthen a brand’s image in a listener’s mind Also, recent studies have shown that approximately 90 percent of listeners will stay tuned during a commercial break Another benefit to radio advertising being able to have the hosts talk directly to the product in some cases, making the ad more conversational A newer form of the audio medium is podcast advertising 54 percent of users are more likely to consider products that they have heard mentioned on podcasts before About in Americans listen to podcasts and that number is expected to grow over the coming years Additionally, podcasts, like radio, can take advantage of more conversational ads Hosts generally have built trust with their audiences and promotions are typically done in their own words Cons of Radio & Podcast Advertising A major challenge of radio advertising is that listeners are often preoccupied while listening to the radio – they may be driving, shopping, working, etc Radio only engages through audio This makes it more difficult to command a listener’s attention – and the lack of a visual channel makes it more difficult to illustrate the product For this reason, advertisements should be simple to understand and repeat critical information multiple times It may also be helpful to combine this form of advertising with another more visual medium such as television Additionally, since users may change the station, media planners should consider booking either the first or last slots after a commercial break On the other hand, ads may be featured at the start, causing users to fast forward through them If possible, it is beneficial to get podcast ads booked in the middle of the podcast Finally, radio advertisements are transient – after the advertisement plays, it’s unlikely that consumers will play it again For podcasts, this same disadvantage is also the case Since these listeners may be preoccupied, they may not remember the ad or have a pen to write down the specifics for later Media planners must keep this in mind and run the same ad multiple times Print & Digital Publications (Magazines) The first magazines were published in the late 1600s as a form of entertainment for the upper class, and often discussed matters of philosophy, culture, and lifestyle It wasn’t until the 19th century that the middle class began desiring magazines, so publishers started selling ad space to offset exorbitant printing costs and expand their readership By the 20th century, magazines were known for having distinct audiences and the option to purchase sizable ads in full color In 2019, magazine advertising spending was worth an estimated $15.6 billion Pros of Print & Digital Publications Advertising Magazine audiences are highly targeted, allowing marketers to easily target relevant consumers without wasting budget Audiences are generally more interested in your advertising and expect it There is also the added benefit that magazines may also have a strong brand associated with them, which can add credibility to your ad Readers also tend to recall print ads better After a week, study participants from Temple University had a greater response to the printed ads than digital ads Many Americans also still prefer the hard copies of magazines, with 70 percent saying they prefer printed formats to digital Magazines are also continuing to grow as a medium In 2019, 228.7 million people were reading digital and print magazines (for comparison, 210.7 million people were in 2012) For example, if you’re a bicycle manufacturer, there are many magazines focused around biking, the outdoors, and other related topics Similarly, women’s magazines often have segments dedicated to fashion and/or beauty An ad placement for clothing, accessories, or makeup will likely be read with earnest interest Additionally, magazines may already have strong brand awareness which can help your own ad Magazines have a long shelf life compared to other print media Readers don’t immediately throw away a magazine after purchase and may have it for several weeks Magazines also have a wider secondary audience, since they are often a business’s waiting room, or shared among friends This secondary audience can further increase marketing ROI and according to The Association of Magazine Media, this audience “contributes to 73 percent of primary sales response.” Despite these impressive statistics, it’s important to get a firm estimate on a magazine’s primary readership when negotiating ad space The secondary audiences can only ever be estimated (and not guaranteed) and they may be calculated into the media buy Lastly, magazines often have full color and/or full page advertising options, allowing for more creative license from their teams By using bright colors and appealing photography, you can easily draw attention from readers Many magazines also come in digital formats now and allow you to take advantage of their email lists You can promote products, white papers, or other content assets to generate leads and build your own email marketing lists Many magazines are also very adaptive and can target users based on personas, job titles, or other information Cons of Print & Digital Publications Advertising Another of magazines is that advertisers must have their advertisement ready weeks or months in advance of the publication date, which can make it difficult to place timely ads Magazines are also often national, making it difficult to target specific geographic areas Additionally, magazine advertisements can’t be rescinded or retargeted – meaning if an advertisement is unpopular or poorly perceived, damage to the brand cannot be minimized in-flight For digital magazines, it can be difficult to assess the quality of their database without first testing it out Additionally, not all publications in every industry are digitally savvy This trend is starting to change, but depending on the industry you are looking to target, you may not have access to the granular details you need for a hyper-targeted campaign Out-Of-Home Advertising In the 1800’s, out-of-home advertising started becoming popular Billboards and murals advertising acts like Barnum & Bailey took over the country In later years, when the automobile was invented, billboards were adapted to be seen along highways and interstates to advertise Coca-Cola, Palmolive, and other brand’s latest products In recent years, billboards have evolved even further and have become digital Time Square is just one area where digital out-of-home advertising has taken over the city Currently, there are even sensors and cameras being used in order to make the billboard experience more interactive While this is one of the older forms of advertising, billboards are continuing to evolve and continue to be a main form of media advertising Pros of Out-Of-Home Advertising Out-of-home advertising is very beneficial when utilized properly It is less costly than tv or radio ads and can leave a great impression on consumers Out-of-home ads are more concentrated so it is easier to shape an audience’s perception of the brand and brand image Billboards and other outdoor ads can also be customized, taking into account the location of the advertisements and the target audience of a particular region These ads also offer wide coverage, advertising to various groups of people for one price For these reasons, out-of-home advertising can be a good choice for your brand Cons Of Out-Of-Home Advertising Out-of-home advertising is not without its faults It can be very difficult to segment an audience and target a specific type of consumer Potential buyers also have less access to immediate information about the brand or product and during this lapse in time, may have forgotten seeing the ad altogether Digital ads also offer a more personalized ad experience, as websites have cookies to track a consumer’s site usage When choosing to use out-of-home advertising, you and your team must figure out how to create a personalized experience to reach your audience Social Media Social media is one of the newest channels for media planners to utilize Social media advertisements evolved from the original digital banner ads, with the first social media ad placement occurring on Facebook in 2006 In less than a decade, advertisements on social media became the norm Today, social media platforms derive the bulk of their profit from attracting users to the service, then targeting them using available user data Pros of Social Media Advertising Social advertising can be very targeted, helping to convert new followers and build brand loyalty Media planners can reach viewers based on job title, interests, marital status, recent locations, and more Social advertising is also very cost-effective On average, a single impression on Facebook costs less than a cent, while a click costs an average of 28 cents It is very easy to measure and optimize social campaigns while they are active If an advertisement isn’t working, media planners can pause the campaign or reallocate funds on demand Through methods like A/B testing, it is simple to test the effectiveness of certain promotional messages while a campaign is running Cons of Social Media Advertising There are many social media platforms, and each platform has certain requirements and best practices that marketers will need to keep up with Despite targeted advertisements supporting the social platform, many users will be annoyed or unnerved by messaging that is too frequent, or too specific Since social media is an accessible platform, it attracts a lot of competition Brands must strive to stand out with compelling content It’s necessary to keep your profile upto-date, since an inactive social media profile can create mistrust among potential customers Additionally, with so many platforms, it’s important to stay up-to-date New technologies are constantly emerging and different channels may be better for different audiences Your team must figure out where your users are and how to reach them II Aims of advertising Advertising goals are what a company hopes to achieve by conducting an advertising campaign Companies usually connect advertising goals to larger company goals such as increased sales, customers or web traffic The real objective of advertising is effective communication between Producers and Consumers In short, the following are the main aims and objectives of advertising: 1.Introduce a product The most common reason Advertising is used is to introduce a new product in the market This can be done by existing brands as well as new brands Have a look at the latest IPhone in the market or a Samsung smartphone and you will find a lot of advertisement for these new products The objective of advertising here is to tell customers – “Here is the new product we have launched” 2.Acquiring customers or Brand switching One of the major objectives of advertising and the first objective of many advertising campaigns is to acquire more customers This is also known as making the customers switch brands This can happen by passing on a strong message so that the potential customer leaves the brand which he is tied up with and comes to your brand 3.Differentiation and value creation A most important aspect of Advertising is to differentiate the product or the service from those of the competitor A customer can only differentiate between services based on the value the firms provides over that of competitors If a competitor is just advertising the features, whereas your firm advertises the promises and commitments that it will keep, naturally more customers will “trust” your brand over others This is the reason that advertising is used commonly to create value and to differentiate one brand from another 4.Brand awareness Brand awareness is a measurement of how familiar consumers are with your brand As an advertising goal, you might set numerical targets or percentages for the number of people you'd like to recognize your brand Consider creating advertisements that incorporate your logo, brand colors and memorable images so that when making purchases, the consumer might recall your brand This goal often combines all three advertising objectives: reminding consumers about your brand, persuading them to choose your brand and informing them about your brand 5.Increase profits With the value being communicated and the brand being differentiated as well as sales being increased, there is no doubt that advertising can contribute a lot to increasing profits Advertising should never be looked at as an expense or a liability In fact, it is an investment for a firm just like a brand is an investment III How to design a good advertising A good advertisement is a surefire way to grab the attention of your target audience Be it to promote your business or launch your product, a good advertisement can help you get people's attention However, creating a good ad may seem like a daunting task, but it can be done if you take it one step at a time So let’s start with: Choose your target audience Your business may have different customer segments However, an advertisement should never have more than one target audience When working on a memorable ad, it’s important to ensure that it targets potential customers Targeting custom audiences allows you to develop the proper marketing strategy by zeroing in on the optimal ad design, messaging, and platform If you sell software to both individuals and organizations, you will need to create different ads for both types of users Conduct market research To get a sense of your target audience, it’s important to conduct market research to develop proper campaign objectives Both primary and secondary market research is important to create an ad that works Market research involves studying the current trends in your industry, competitor and your customers By understanding what has been done before, you will know what works and what doesn’t in an ad Some good sources of secondary research are competitors’ social media handles, industry reports, and popular marketing blogs For primary research, you can live surveys of potential customers to understand what drives them It’s a crucial step in the process of designing an advertisement Set Your Budget This is one of the most important steps to consider while designing an ad You need to allot a specific budget for your ad campaign before you plan anything else Ad design takes investments in different things, including media buying and creatives So, it’s important to set a bar on the budget to best utilize your resources It will also help you avoid overspending on an ad and keep your cost in check While setting a budget for the ad, consider the platform you’ll be using, its potential reach, investment in creatives, and expected results Then you can quantify these metrics to see how much you can spend to keep a positive return on ad investment 4 Choose your platform and ad format * Choose your platform The next important step in the ads design guide is to select the best platform for the ad There are two types of advertising channels – traditional and digital Traditional platforms include offline media like television, newspaper, billboards, radio, magazines, and more The digital platforms are new-age options like social media, search ads, youtube ads, podcast ads, and more Decide on an ad platform based on your target audience Launch the ad where your target customers are most active Budget is also a factor to consider while deciding on a platform For example, if you are targeting the older generation, TV or radio ads work better than social media ads Similarly, for Gen Z, social media ads will bring more visibility * Choose an Ad Format Ad format can change the game when combined with the right message and design Different platforms support different types of media formats For example, photos, videos, and stories are most common on Instagram But Youtube only has the option for video ads Similarly, search ads on Google can be of different types- text, display, video, shopping, and more Choose a format that is most consumed by your target audience and also fits well with the message and intent For example, search ads are good for sales and getting immediate action, while social media ads are better for brand awareness Decide on Ad Goal Your advertising objective is the foundation on which the entire ad design stands It helps craft the core idea and message of the ad Advertising goals should be specific, relevant, measurable, attainable, and time-bound One good way of determining an advertising goal is first starting with business goals and then breaking them down to ad goals Let’s say the eventual business goal is more revenue in the next quarter then your ad goal can be either increasing product sales (specific) or increasing brand awareness (broad) Your ad goal should ultimately contribute to the business goals directly or indirectly for it to be relevant Craft a memorable message Your message is the most important part of the entire advertising campaign This is what your design and creation is based on A message is communication, directly or indirectly, with your target audience A persuasive message increases the effectiveness of the ad To learn how to design an ad, you must first focus on the nuances of copywriting Your message should be creative, easy to understand and relevant It will tell the reader what the ad is about Whether it's a new offer or a product launch, the promotional message should be able to communicate the advertising intent in the most clear way Besides, one of the things you should is make it memorable so that it stands out from your competition One way to ensure that your ad grabs attention is to highlight a unique benefit of your product that your competitors don't offer Gather creative assets Now it’s time to decide what types of creative assets you need Any ad requires different types of creative assets which combine to make it effective These creative assets include photographs, music, copy or script, video, GIFs, animations, or graphics Once you have an idea for the ad and a good message, you must focus on presenting the idea well That’s where the creative assets come into play A good ad designing tip would be that you should use a maximum of two or three creative assets in every ad for the best results Use striking visuals As with a memorable message, striking visuals help your ad grab attention Plain looking text on a dull background isn’t going to catch people’s eyes as effectively as exciting graphics and captivating video footage Use all the design tools in your arsenal to add visuals that pop to your ads Fun, vibrant color schemes and unique typography are common ways to achieve this Include a call to action Make sure your assets contain a call to action (CTA) so that potential customers have more to than just view your ad Persuade your target audience to things like click through to a brand’s website, order a product, or subscribe to a mailing list Your CTA should use enticing, persuasive language in order to give people extra motivation to follow through 10 Include relevant information Depending on the intent of the ad, you may want to include essential information about the product, service, or event For example, if you create the most visually stimulating concert ad ever but fail to include the date and location of the event, it will be useless to whoever views it 11 A/B Test Ad Copy Ads being creative material are based on subjective interpretation What looks good to you or your team may not be as effective for your audience That’s why the best ads are made by testing them on an initial set of users A/B testing is the method by which you show two or more variations of an ad to a small set of target customers Based on the feedback, you finalize an ad for the launch 12 Analyze ad data and make changes After you’ve launched your ad, use your tracking system to analyze your data and make changes that you can apply to your next ad campaign These tweaks will allow you to continually improve your company’s advertising strategy so that you don’t have to start from scratch every time like it’s your first ad campaign IV.Techniques advertising usually use to persuade customer Well all know that buying a product won’t really get us that great job or give us a perfect life but we are still influenced by advertising advertisers use a variety of techniques to persuade us to buy things A simple way to advertise is to name the product over and over again Give the product an impressive name An important step to make it easier for customers to attract customers is to implement impressive and memorable product names in the process of developing marketing strategies An easy-to-remember name will easily imprint on the customer's mind and make them think about it more The ad uses both short phrases and long explanations, in both cases where language is of the utmost importance say short sentences to focus on the main idea to make it easier for listeners to understand and absorb Write a variety of titles to choose from Ad headlines should impact people's feelings and emotions a clear and powerful interest that will spark emotions should deliver the benefits they enjoy, not describe the features of the product face people's wants and needs and fulfill them Create attractive offers: An attractive offer contributes 25% of the success of the offer Imagine you are selling a certain product with lots of attractive gifts for customers How to make your offer more impressive and interested? Amplify the value of the accompanying promotional gifts You can also use this trick: try to make the customer feel that the value of the gifts is greater than the value of the product being offered It is true that there are people who buy products just for gifts It won't be strange for a housewife to buy packs of seasoning powder at a time to get clear glass bowls Give convincing evidence: psychologically, customers are often influenced by the opinions of others, especially those of famous people, leading experts Their voices will be evidence to convince customers to trust the product more Awards, certificates of merit, certificates such as "Vietnamese high quality goods" certification or standards such as ISO are also considered very convincing "proofs" use this tool skillfully, efficiently and honestly How to convince customers by product differentiation: Highlighting the advantages of the product or service offered by your company is very important Emphasize that your advantage is better or cheaper than your competitors advertising should highlight the advantages of the product compared to competitors in the same industry in the market such as: Advanced technology; Modern technology; Energy saving; Friendly interface; Long-term warranty; Professional sales policy; Using simple; V.Example of advertising at the business In the promotion strategy, advertising is considered as a strategic policy to achieve or maintain a competitive advantage in the market With the purpose of promoting its brand and products extensively to the majority of consumers, Vinamilk uses all forms of ads through mass media such as television, radio, newspapers, external advertising golf tape, catalogs, especially social networking sites, websites The use of simple animated TVCs is one of Vinamilk's ways of minimizing and saving costs, but reaping great results Vinamilk has built successfully dairy cow pictures that are very cute and healthy in their advertising along with the meaningful slogan that has struck consumer psychology As a company specializing in manufacturing dairy products which supplies mainly from cow’s milk, so the image of the cows is considered a typical image, the core of each clip ad of Vinamilk products The cow image appears in each clip of vinamilk they are always singing, dancing, and exciting, funny, and unique has left a memorable impression on the audience Besides, each advertisement is a song that is written to match the content, especially Vinamilk always catches the market’s tastes when always choosing songs that are loved by many children during that time Through these ads, Vinamilk has sent a meaningful message to consumers Dairy products are the result of labor of Vietnamese farmers, hardworking, gentle with happy and healthy cows; represent a fresh strong physical, thereby bringing fun, happiness to consumers; and that deliver the value of products, “A truly beautiful life” as the slogan has provided By running TVCs continuously during prime hours on popular channels such as VTV3, VTV1, these ads of Vinamilk gradually become a friend who is always present during the meal and entertainment time of Vietnamese children Vinamilk also realized that its main target audience is Internet users nationwide and 75% of them are mothers, so it has implemented a video marketing strategy from converting to online videos published on Youtube channels Vinamilk became the first consumer company in Southeast Asia to receive a gold button and more than one million registered on Youtube Vinamilk decided to develop attractive, family - oriented video content using 3H strategy - "Hero, Hub, Help" - a new approach for Vietnamese brands Hero: To attract better online customers, Vinamilk has prioritized investment and created videos to timely record popular cultural moments with the presence of famous artists To ensure good visibility, each Hero content video is accompanied by an ad media to promote such as youtube mastheads (large ads at the top of the youtube homepage) and TrueView video ads Hub: To keep the audience coming back more, Vinamilk has developed periodic series such as children's music videos with organic farm images to help maintain the interest of mother and child Based on the assumption that Hub content will attract a higher percentage of subscribers who have participated, Vinamilk spends less advertising spend on promoting these series Help: Vinamilk also produces content offering tips and parenting tips By strategizing in YouTube ad spending and optimizing video titles, thumbnails, metadata and playlists to help increase organic views, Vinamilk's YouTube subscriber base has grown rapidly In addition to the two main advertising channels, tv and youtube, Vinamilk also promotes sharing its interesting advertising images and videos on other online platforms such as Facebook, website, Tiktok, making it easy for people to watch, access and share everywhere Besides modern advertising forms, Vinamilk always focuses on using traditional advertising forms such as using Pano - Billboard advertising, advertising mobile cars, or advertising through sponsorship programs Billboards are erected in crowded streets and residential areas to help Vinamilk reach more customers With a large number of stores and product distribution agents spanning 63 provinces and cities to rural villages, the transfer of goods is extremely large Many of the sponsorship campaigns for contests and scholarship programs organized and implemented by Vinamilk are supported by the press, people, schools, and the government Vinamilk has stepped up childcare activities such as the Tall Vietnam Milk Fund (with 3.4 million glasses of milk equivalent to VND 25 billion in 2020 and 2021); supporting hundreds of thousands of milk cartons for children in concentrated isolation places; financial support for many cases of children having heart and eye surgery in difficult circumstances For the international market, the company also uses other communication channels specific to each country, bringing unexpected effects Typically, advertising on television with the Cambodian people, combining television advertising with radio advertising in Iraq, advertising on the internet with more developed countries such as Australia, the Philippines, and the United Kingdom United Arab Emirates…, participating in exhibitions in Australia to introduce VINAMILK branded products closer to consumers Vinamilk's advertising success has helped increase its brand awareness to a new height and become one of the most powerful enterprises in Asia Advertising strategies that use images or celebrity reputations to promote products have proven to be very successful, however, Vinamilk shows that they go against the trend by using images idyllic, closest to approaching customers With funny images, funny melodies will help go deep into customers' minds, increasing brand awareness and priorities Vinamilk's ability to convert sales from advertising also increases to the same extent While the dairy market is a very competitive market, Vinamilk's continuous improvement and innovation in advertising images or multi-channel advertising has proven the success of Vietnamese enterprises' advertising campaigns on the Internet The path of economic development of the country today C Conclusion “We find advertising works the way the grass grows You can never see it, but every week you have to mow the lawn.” _ Andy Tarshis, A.C Nielsen Company quoted in Mayer (1991: 179–80) _ Advertising is a special science, where there are rules and laws, it is very multifaceted and includes knowledge in the field of psychology, sociology and market research for the sale of products of organizations And to extract the maximum benefit from advertising in the specific domestic conditions is possible only with a sufficiently deep study and competent understanding of this science Advertising copy has but one purpose: to sell Whether a promotion for a new product, a landing page for a special offer or attention-grabbing product descriptions for an ecommerce site, effective advertising copy eventually leads to sales VOCABULARY Multi- sensory: đa giác quan Virtually: hầu như, gần Reinforce: tăng cường, củng cố Segment: phân đoạn Lapse: nhầm lẫn, sa ngã Unnerved: tự tin, làm khó chịu Annoyed: khó chịu, bị quấy rầy Acquire: được, giành được, đạt được, thu Numerical: số, số Visibility: tầm nhìn, tính rõ ràng Sufficiently: đủ, thích đáng Scartch: thảo luận qua loa, bàn sơ qua Combine: kết hợp Assert: địi, đốn Decide: định Convince: làm cho tin, nghe theo