Advertising and how to create a successful advertisement

110 ClIl MINI-I CrJY UNIVERSITI OF FOREIG;~ LANGUAGES - INFORMATION TECHNOLOGY SCHOOL OF FOREIGN LANGUAGES GRADUL\'l'ION PAPER ADVERTISING AND HOW TO CREATE A SUCCESSFUL ADVERTISEMENT Advisor: NGUYEN THI QUYNH, MSBA Student: VO THI PHUONG MAl - Class: KA9602 TV Oqi Hqc Huflit 1111111111111111111111111111 101000420 HCMC, July 2000 .1 I 110 CHI MINH CITY UNIVERSITI OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY SCHOOL OF FOREIGN LANGUAGES CQADUL\'rION PAPEQ ADVERTISING AND HOW TO CREATE A SUCCESSFUL ADVERTISEMENT Advisor: NGUYEN Till QUYNH MSBA Student: VO Till PHUONG MAl - Class: KA9602 \ , HCMC, July 2000 Acknowledgements In completing this graduation paper, I has received valuable encouragement, advice and help from our teachers, experts, and friends First at all, I would like to thank my advisor - Ms Nguyen Thi Quynh - for recommending and providing materials and for giving me ideas and advice in widening my knowledge of this issue and completing this study I am also grateful to President Huynh The Cuoc, who has enthusiastically encouraged me, Dean Luong Thi Ly, Vice-Dean Le Thi Thu Hang for their helpful comments and advices Last but not least, I also would like to thank all people who have given me valuable help to complete the graduation paper THE TABLE OF CONTENTS Page ABSTRACT INTRODUCTION CHAPTER 1: OVERVIEW OF ADVERTISING 1.1 Definition of Advertising 1.2 A Brief History of Advertising 1.3 Role and Position of Advertising Industry in Vietnam's Market Economy LA Typ~s of Advertising 1.5 Media 16 CHAPTER 2: ANALYZING FACTORS AFFECTING THE SUCCESS OF AN AD 27 2.1 Relation hetween Product and Advertising 27 2.2 Distinguish Purposes of Advertising 37 2.3 Advertising Planning 40 CHAPTER 3: ANALYZING THE PROCESS OF AN AD 68 3.1 Studying the Advertising Environment 44 3.2 Creating Message Content 49 3.3 Designing Message Format 55 304 Choosing Message Source 59 3.5 Place and Time 63 CHAPTER 4: CONCLUSION AND RECOMMENDATION 69 4.1 Recommendation 69 4.2 Conclusion 70 ImFERENCES 72 ABSTRACT In Vietnam, advertising has developed since the open-door policy was applied It may be said that advertising plays a role as an indispensable sector in a dynamic economy However, it is a fact that there are only a few reference books and articles being circulated in our country The needs of knowledge of this domain have not fully been satisfied To create a good advertisement, the advertiser needs to have not only a basic knowledge but also other elements Certainly, mastering a basic knowledge is the key condition so that a skillful advertiser can combine theory and practice together to design an effective advertisement The aim of this study was to provide some information advertisement commercials, Data for this study was collected from books, newspapers, posters, etc, in English or Vietnamese chapters and a conclusion and recommendation important role of advertising understand the development provided about creating basic recommendations knowledge in socio-eco of advertising for are also suggested advertising companies creating an magazines, The paper includes three main The first part of the study showed the development in Vietnam In order to industry, the last two parts of the study an advertisement Finally, some to overcome current problems of Vietnamese Introduction Since the open-door policy was applied, the market economy in Vietnam has become more dynamic than ever It brings up many opportunities to investors as well as producers for developing economy under Vietnamese and expanding their business Operating in the market government control, the purposes of producers and investors are to maximize profit Therefore, producers have to find out approaches in order to manufacture products with high quality and low price, which can constantly stand in competition To this, a business enterprise must be closely connected with market At the same time, producers need to have practical measures to build and select the best business strategy, which aims at avoiding the waste of the present, financial potential From that, they are able to reduce the production cost, to decrease the price of the product and to enhance the total income All of the effectively operating measures influencing the form of product price are always a meaningful and necessary means to meet the demand of the market mechanism Thus, advertising is an indispensable measure In the market, development competition exchange advertising has an important It is used as the most effective Meanwhile, role of national economIc tool in the market of positive-free it also plays a role that motivates the goods and services process moving faster It is a bridge between producers and customers Advertising provides information about not only products that people need and want but also all of ones which producers intend to develop and to distribute For this reason, customers have much more opportunities of choosing an appropriate good with high quality, competitive price and fashionable model In the enterprise, achievement an advertising strategy mayor may not contribute to the of business objectives Advertising cost directly impacts on the product's price and revenue It is not a strange thing, when an increase in advertising cost will lead to an increase in a product's price Yet, business goals will be badly int1uenced, if the price of the product must include an unreasonable cost of advertising Besides, an amount of money used for ineffective advertisements activity may also cause the profit lose Obviously, advertising plays a significant role contributing to the success of a product as well as the company's has strongly developed business result Recent years, advertising along with the development Vietnam Today, you can see many advertisements of the market everywhere activity economy in on streets, at public places, or in the mass media, etc., with the plenty of shapes and types However, most advertising strategies still not have an especial and practical plan Therefore, there are still paradoxes Why some advertising campaigns cost hundreds of million VND, but not get more market shares for a product than others costing only a few million VND? It is shown that a successful advertisement much it costs An effective advertisement does not depend on how is not only printed full information of a product but also broadcasted at right place, time, media, etc An advertising designer needs to master basis knowledge He/she also must have a creative mind and know how to apply theories to put into practice As a matter of fact, advertising is a flexible activity As there is no standard for an effective advertisement This paper presents the study on "Advertising and how to create a successful advertisement'~ consisting of three chapters The first chapter gives an overview of advertising, including factors affecting definition, types and media The second chapter the success of an advertisement process of creating an ad Finally, the conclusion opinions making contribution to the Vietnamese The last chapter describes and recommendation advertising industry analyses the will give CHAPTER! Overview of Advertising 1.1 Definition of Advertising Although advertising is studied and is applied all over the world, there were several definitions of the term especially for communicating Bettijune, 1976) presentation Advertising "ADVERTISING" Advertising is a medium information about companies and products (Benedict & is defined as any paid of goods, services, or ideas by an identified form of non-personal sponsor Two terms are highlighted: paid distinguishes advertising from publicity, and non-personal separates it from personal selling (Berkowitz et ai., 1989) Almost all companies selling a good or a service use several multimillion-dollar forms of advertising, it is in the form of a campaign or a simple classified ad in a newspaper Advertising is any form of paid communication, Traditional whether in which the sponsor or company is identified media - such as television, radio, newspapers, mail, billboards and transit cards (advertisements magazines, books, direct on buses and taxis and at bus stops) - are most commonly used to transmit advertisements to consumers (Lamb et ai., 2000) J Exhibit 3.6: Bao Minh's Advertisement: Effective in Illustration Use 3.3.3 Color Like language of man, color is a special language ll1 Through color, product IS effectively an ad the impressed color attracts the interest and attention of the customers Most products can only be presented realistically by using color a colorful ad makes people feel more excited to notice than a black and white ad In exceptional circumstances, black and white is used as a specific element within an ad or to save money Each color has its own meaning psychological which gives its own language to the customers when they view the ad For example, blue in the Eurotile's advertisement the denotes cool and clean It creates a beautiful 58 background to emphasize the main product However, the perception of color is different from country to country For instance, Japanese people dislike yellow, while Vietnamese people like yellow Because yellow is a symbol of majesty In past, yellow is a color used for royalty family only Besides, red is considered a symbol of happiness and wealthy On Tet occasion, the parents gives their children lucky money contained in a red envelop Most Vietnamese people dislike black, especially black on a white background 3.3.4 Layout and size An experienced advertiser must know how to arrange all of the above elements so that an ad has its unity and balance A good layout keep the viewer's eyes flowing from one element to the next No formula for laying out a copy, however, there are a few tips for how an ad is designed to keep your customers' eyes following from beginning to end They include: Put the headline where the customers find it first, usually at the top of the page (or right underneath your illustration) Make the body copy of an ad short, if you use a long copy, you should break up the paragraphs to increase the customers' insert some illustrations for really long copy 59 interest You also Use a sub-headline to build interest for a copy which has more than or paragraphs Should not use ALL CAPITAL LETTERS and a black background to set your copy Keep balance between the right side and the left side of the page 3.4 Choosing Message Source: In order to increase the customers' interest, the advertiser often has tendency of using the endorsement believable person who can not only.make buying behavior usually of a customer Especially, the customer is famous or others enjoying the ad but also initiate a The purpose of this part is to introduce to you some people who give effective endorsements these people are divided into two group; celebrities and ordinary people 3.4.1 Celebrities Today, one of the good ways, which is used to advertise a product effectively, is to let celebrities celebrities possible to appear in the advertisement Many people not only consider as an ideal but also like to imitate to be similar to them as much as Celebrities may be artists, athletes, or professional officials 60 • Artists Artists are commonly singers, movie stars, and comedians They are not only famous for their talent but also for their beauty Their beauty is a good image, which might makes people attractive Particularly, ideal's For beauty example, Kim Nam 100 - a beautiful Korean movie star - appears in the E'Z up's advertisement with magnificent beauty and endorses that her confidence is relied on using E'Z up cosmetic Exhibit 3.7: E'Z up's Advertisement: Effectiveness of Choosing Celebrity 61 most women often have desire of their As result, any women who want to have a beautiful skin similar to Miss.Kim might buy E'Zup product immediately Another example Vietnamese after seeing this advertising program (Exhibit 3.7) of celebrities' endorsement is an ad of Head & Shoulder A person who wants to have a smooth and soft hairs without wasting lot of time may not forget to use the Head & Shoulder shampoo Because it is endorsed by many famous Vietnamese Truong Admire singers, such as Hong Hanh, Hong Nhung, and belief in celebrities is an advantage and Lam for the success of an advertisement • Athletes Athletes who have won many competitions are another effective celebrity group A stated example is the Pepsi's advertisement with image of David Beckham, a very handsome and talented footballer Most fans easily accept the product which their ideal have used An advertisement endorsement of Lipovitan soft drink also appeals the of C6ng Minh, a capable Vietnamese footballer in order to persuade the customers It may be said that a sportive message will be mostly an effective message Because fans of sport consists of several components Especially in Vietnam, from old to young, most of them like football very much 62 • Professional officials Professional officials are not usually famous people or ideal They are people who have high respect, high prestige, and high position in society Their words are believable Therefore, a product, which is endorsed by a professional official, is popularly accepted For example, a dentist advises children to use Colgate tooth-past in order to keep their teeth white Dentist is a person who has knowledge experience in tooth care Therefore, his advise is necessary and for who want to have beautiful teeth 3.4.2 Ordinary people Sometimes, to save money, the advertiser tries to find another message source Ordinary people's endorsements are not as attractive as celebrities' endorsements However, the advertiser can decrease the cost of creating an ad Ordinary people are one or more people playing the role of one of the potential customers For example, the Milo's advertisement uses an illustration of children, because they are the main target customers (Exhibit 3.8) 63 Exhibit 3.8: Milo's Advertisement: Effectiveness of Choosing Ordinary People 3.5 Place and Time In order to reach the target in media terms, the campaign planners need to decide when and where to communicate the message to people In other words, two elements contributing to the success of an ad are place and time 3.5.1 Place The right place to put your ad in is the place where the prospective customers easily realize the ad and afford to buy the product For example, "Duyen Dang Vi~t Nam" program, which will take place in HiS Chi Minh city, should not be broadcasted 64 - in Hit NOi mass media In order to identify the right place, an advertiser needs to know who the target customers customers are different are Depending from geographic on the product area to geographic category, the target area Advertising the luxurious products, such as cars, computers, motorcycles, washing machines, etc., the geographic area of the potential customers is urban, because most urban dwellers have high income Moreover, a right place not only brings to the success of an ad but also makes the surrounding more beautiful An ad of Cocacola which is a beautiful advertisement is put at the Benthanh market - a shopping center in Hochiminh city It is a place where many people go up and down As result, there will be many people to see the Cocacola's ad The more people see the ad, the more Cocacola gets market segments (Exhibit 3.9) 65 Exhibit 3.9: Cocacola's Advertisement at Benthanh market 3.5.2 Time When it is a radio or television advertisement, timing to communicate the advertisers need choose their message to the customers A good advertiser must know the time when the number of audience as well as the number of prospects watching television or listening to radio is mostly crowded However choosing a good period of time depends on money that the advertiser affords to pay for advertising services of television and radio Because the more crowded customer is, the more money advertiser has to pay For example, here are the list of price which the advertiser has to pay for his/ her advertisement on VTV (Vietnamese Television) The list shows that 66 the price is increased together with the increase in the number of viewer at the time when the ad is broadcasted (Exhibit 3.10) 67 Ni\m2000 SP DNVNSX THbI fllitM QuANG CAO III VTVI : PHU S NG V TlNH II I _. -ala Tr't 6" :!.Qll _ _.~ Al 6h ' 8h A2- 6h- 8h -'-" - A3 - 6h, 10h '-A4 6h - 10h .-glaB~TirJ7h-24" Bl B2 '- D3' -'17hS5.18h05'-lJ4 -=_ 17h ' 18h 1.7h.18h SP NN & LDNN SX (WOOd) (lOOOd) IV V _ '_'_ -;-_.-;- ,,_ • _ Tru6c Phlm va Gial tr! (ngay thulmg) Trongl)himva Glai trl (ngay thubn&.Tru6c Phim vii GliH trl (ThI1'7,CN) Trong Phlm va Glill tri (Thtl 7, eN) _ . _ Tmac 18h 18h55,19h -19h45' -' _"_,,,_, vt TINH 2.2.QL _ J_1'.~.~~ 2.6QO._ 1.~.O~O '_ 2.000 11.200 'i.600- - -.i4:000 '4:000'-" ' io,ooo' " trr . 4,000 !;",(JOO" _ ._._ _ _.?:9_~O ._ ,22h Tmac Phlm va Gisi -n7 20h ' 22h Trong Phlm va Gi'ai trl 22h 10 22h 15 Truac TM giu1 trang _ '-'''- 2.0QL_ T~u6c19h Sau Dit;-ilnthl1ls~ '. -.- DTM 20h •._ _ ~.1,506 =-'~ =(9.@~~.~' _._ Tnt6'c Phim vii GI~z:!Trong Phim vii Glnl tri _ _ 700 ' 900-'- 5.000 -''i3:000'"'' -5.40'0 - "'-'''''-25Too-'-ns~?~1 -" _ -2.600-' - '-i-4~'riOO"" - 'll9 " i2h3()' ' sfill'i'hii gl6i - - - - 2.600-' 14 OUO 'u Iii 21il ;rrl!l'ic~ntinTie-ng Ph~ .-. _ "'''iioo _.- i \.200 _ _ (i/r,£_ -'ci VTV3 : PHU S NG _ Ta 12h ,24k _._ _._ ~_.- 'l'~tr~cl)hlnl va-Gritl iff TroJ]g Phim vii Glil! trl TrulfcPhlm '-' - - C3,i- ISh-17h - c4~i'-i7h.19h-. - Tru6CPill;;'; va Giill trl _._ ' '-'~200 - - '-."~.600 '- - _- 11.200 - '- 2.200 - 'i600 '- - - "2~~"-" - - -., 8.'40'0'" 1.800 '-' vii Giltl trf . -;l'rong I'him viiGilil tri _ l"'r 'l'1z(( 'lUi d/111 1'11« sail 12h -ISh - c£- f~h "c3:'i- 15h, 17h . _ i4:000 '14.000 -~j::1i.~ ' T7~: f9h-= = = Tron~hil1\.va Glitl tri===~='.= -'cs'-' Til' 1011 2411 lUh~ 1211 -'- -eli f6il :lih - C7 fih", I5h es ' 12hoo 15h -cT-' iSh 1711 -" '-(;10-" 15h-=-17h Cll 17h:'19Ii : 3jy.O._ : :."_ 17.00U Th(( bdy • Chtlllll9.t Tr'U'uc Phlm va Glil-j t-rl -.- - 3.000 "' - 'J.6~(ioo T~ongPiiT;;-;V;)GT~itrl 4:50-0-' -iiJ.Ooo Tru'uc Phim va Ghii trl 3.000 17,000 Trong Phim va Giui tr! 4.500 - 23.000 Tnr6'c phlm VNCN- -. .- Trang phim VNd.,j' "-"'-' -.,Truuc Phimv"i, Gl:rrti:i-~~:-: "- ' ' 19h4S ,2.3h ':-64"- 20'i\':zJh - "- ~ C15 Suu 23h ~ 3,6Q~._._~_."-" tdi TrlllJc phhn va gillI tri ,~ Tro~lg phlm'vagllll tr'{':~~':::- Sau 23h .- - - VTV2 16.800 22.40U I(UIOO 5.0.Q.g.~ 22.40(j 5.000 . - .~ 23:yoo .5~400.- ~, 'ou ",::'\.:'> - _.~~ • 2.200 500 Exhibit 3.10: Prit:c Table oj"Advertising on Vietnam Television in 2000 68 5.000 3.600 -_ _ :~=oo~==~' ~ =: ~trollgPlii~.!v.~Gii\1 td." Bu~'i cac ~!.GEl _.: ~~~~iF":1.7h ,1911 _._ C13 - , 11.200 4,500 "' Chapter Conclusion and Recommendation 4.1 Recommendation In practice, the advertising industry has fiercely been developing Vietnam but also in the world Advertising economy development development not only in plays an important role in In Vietnam, there is, however, no official course for training ad designers It is difficult to find document concerning advertising Most Vietnamese ad designers are self-educated companies operates separately As result, it is a disadvantage Generally, Vietnamese Moreover, at the present, Vietnamese advertising They lacks of assistance from advanced technology of the development advertising companies of Vietnamese advertising industry operate not as effectively as foreign companies The local companies only take up about 20% the sector's sales value In order to have a better environment for the development of Vietnam advertising industry, I would like to suggest some measures as followed: - First, in order to overcome the lack of professionals and reference document, the government should plan the official training programs for people who want to become advertising provide ad designers employees Arts school should open courses of advertising art knowledge and designing techniques 69 to used in their work Certainly, an ad manager as well as an ad designer can not their work well without understanding employees of advertising To be trained to become professionals, will have enough knowledge and some experience advertising to be able to carry out their work Second, Vietnam the government advertising equipment At compames the same continuously improve Professional and orderly time, should encourage may take a chance each the knowledge employees Vietnam co-operation forms so that to renovate their technical advertising of management companies apparatus will be an interesting should and employees condition to attract investors - Last but not least, the government companies that the advertisements should have a priority policy for foreign of their products/services are carried out by Vietnam advertising companies 4.2 Conclusion This research was carried out to assess how an advertisement created To design an advertisement, advertisement depends should be ad designer needs to know that the success of an not only on his creation but also on another concerned elements, such as the cost of advertising, the features of the product, the advertising category, etc In other words, decision on choosing mass media and time as well as 70 creating the message content and structure are affected by many factors For this reason, the research is suggested to analyze those factors so that advertisers can plan an appropriate advertisement Once advertising strategy as well as determine Finally, steps of creating an advertisement an advertisement is designed the formality of an are also analyzed logically not to use for beauty but to market a product/service Today, we can see many ads everywhere on streets, at public places, on mass media, etc Advertising is considered as a tool to stimulate demand and supply As a result, advertising considerably int1uences production boosting and consumption It is rightly one of the motives to develop the national economy In short, advertising is a diversified power and complicated for Vietnamese operating in Vietnam economic sectors development advertising industry but also creates Advertising Therefore, an advertisement operation A correct foot of advertising to compete brings not only with foreign a motive for the development has a considerable contribution companies of another to the SOCIo-eco this research is suggested as a basic knowledge for creating An effective advertisement developed advertising industry of Vietnam 71 is the first key step leading to the References I ACNielsen's source (2000) Thoi baa kinh te Sai Gon 10 nha quang cao Ion nhat 480, p7 Hochiminh city, Vietnam Benedict, K., & Bettijune, K (1976) English for business: Marketing McGraw-Hill, Singapore Berkowitz, E.N., Kerin, R.A., & Rudelius, W (1989) Marketing (2nd ed.) 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