Advertising and how to create a successful advertisement

HO CHI MINH CITI UNIVERSITI OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY SCHOOL OF FOREIGN LANGUAGES GRADUATION PAPER ADVERTISING AND HOW TO CREATE A SUCCESSFUL ADVERTISEMENT Advisor: NGUYEN TIDgUYNH, MSBA Student: VO TID PHUONG MAl - Class: KA9602 HCMC, July 2000 -< - - < ~ THE TABLE OF CONTENTS Page ABSTRACT INTRODUCTION CHAPTER I: 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 104 Types of Advertising 1.5 Media 16 CHAPTER 2: ANALYZING FACTORS AFFECTING THE SUCCESS OF AN AD 27 2.1 Relation between 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 REFERENCES 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, about creating 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 basic recommendations knowledge an magazines, The paper includes three main The first part of the study showed the in socio-eco development in Vietnam In order to of advertising industry, the last two parts of the study for creating an advertisement Finally, some are also suggested to overcome current problems of Vietnamese advertising companies 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 influenced, 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 Vietnan;1JToday, business result Recent years, advertising along with the development 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 adveriising 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 success of an advertisement process of creating an ad Finally, the conclusion opinions making contribution to the Vietnamese The second chapter 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 is a medium information about companies and products (Benedict & Advertising is defined of goods, services, as any paid form or ideas by an identified of non-personal sponsor Two terms are highlighted: paid distinguishes advertising from publicity, and non-personal separates it from personal selling (Berkowitz et al., 1989) Almost all companies selling a good or a service use several multimillion-dollar forms of advertising, whether it is in the form of a campaign or a simple classified ad in a newspaper Advertising is any form of paid communication, in which the sponsor or company is identified Traditional media - such as television, radio, newspapers, mail, billboards and transit cards (advertisements books, direct on buses and taxis and at bus stops) - are most commonly used to transmit advertisements 2000) magazines, to consumers (Lamb et al., 1.2 A Brief History of Advertising 1.2.1 A brief history of advertising in the world Advertising practice has existed since the very beginning of recorded history The signs of advertising have been found in the countries rimming Mediterranean in turn, such as Pompeii and Romans paints on walls, and Phoenicians Sea murals in prominent rocks The early form of advertising was town criers who circulated through Athens announcing Greece the sales of slaves, cattle, and other goods during the Golden Age in Another advertising form was that the artisans placed the mark on their individual goods, such as pottery Thanks to the printing press invented by Gutenberg in 1450, extra copies of a sign produced by hand were replaced with printed advertisements in English appeared The first printed ad in 1478 Advertising came into a strong development series of newspapers were published Such newspapers stage A as The Weekly News and Tatler contained ads for razor strops, patent medicine, and other consumer products One of the countries having the greatest growth of advertising was the United States It was said that the United States was the cradle of advertising, Franklin was considered has also developed as father of American advertising and Ben In addition, advertising in the Soviet Union and China The 1957 Prague Conference of Advertising Workers of Socialist countries made three points on how advertising was to be used Soviet advertising was to be ideological, truthful, concrete, and functional (Kotler, 1988) There were more than one hundred advertising agencies in the Soviet Union in 1988 China opened its door to Western advertising in 1978 In 1983, the spending for advertising was about $17 million (Kotler, 1988) Up to now, advertising has been widely used as a major tool to stimulate demand and supply in the economy of most countries in the world It is a diversified, complicated operation involved with the development of various trades and sectors In short, advertising is indispensable to the economy 1.2.2 A brief history of advertising in Vietnam There is no exactly historical milestone in advertising in Vietnam However, since Vietnam applied the open-door policy, advertising has started its activities and development At the beginning of the advertising industry, Vietnam had only 14 representative offices offoreign advertising agencies and 69 local ones (Van Tuong & Phuong Hai, 1997) Currently, there are about 20 local and foreign companies, having representative offices taking part in this business with a sales turnover up to $800 million in 1998 (Ngoc Long, 2000) To build a healthy Vietnam, the government operating environment has also started for advertising to promulgate activities regulations, ordinance 194/CP approved by Prime Minister Vo Van Kiet on December regulating on "Advertising III such as 31 st, 1994 activities in Vietnam"; regular 37IVHTT-TT guiding on The imaginative method is used when the advertiser wants to make the reader/viewer surprised of the imaginative description of product For example, with a strong imagination, series of ads of Foster's beer is designed in a strange way Those ads are really successful when many customers are surprised of first seeing them Unlike the factual and the imaginative, the emotional method persuades people emotional images to illustrate the product For instance, the Comfort's by using advertisement uses the image of a mother holding her child, in addition to the words "gia dinh" (the family) in the headline Certainly, the customers will think of the family care when seeing this ad (Exhibit 3.5) 3.3.2 Illustration Illustration is a drawing or photograph in a printed ad, or the video portion of a television ad The advertiser usually uses illustration to make the advertisement exciting However, in creating an illustration, the advertiser has to remember that his creativity is not for the beauty but for a specific marketing purpose The illustration must be selected to be coordinated with the message content of an ad The final result of an illustration use is to provide the basic message and the brand name For example, the main word in basic message of Bao Minh's ad is illustrated by the lead of a pencil The bigger lead of a pencil is, it means the bigger prospect of customers will be (Exhibit 3.6) 57 Exhibit 3.6: Baa Minh's Advertisement: Effective In Illustration Use 3.3.3 Color Like language of man, color is a special language In Through color, product IS an ad the impressed bAo MINH ('\IG effectively 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 denotes cool and clean It creates 58 the a beautiful 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' of using the endorsement believable interest, the advertiser often has tendency of a customer Especially, the customer is famous or person who can not only make others enjoying the ad but also initiate a buying behavior The purpose of this part is to introduce to you some people who usually 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 beauty example, most women often have desire of their For Kim Nam Joo - 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 ' As result, any women who want to have a beautiful skin similar to Miss.Kim might buy E'Zup product immediately Another example Vietnamese of celebrities' after seeing this advertising program (Exhibit 3.7) 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 Lam and belief in celebrities is an advantage 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 I • 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, and his advise is necessary '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 in Hi! NQi 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 _ ~ : .-••••• J 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 SPNN & LDNN SX (lOOOd II _. _ r/t6h:"!'Q1I_ A4 va Glilitrf(iiiliYtiiUblig> ' 6h • 10h ' va 6h 10h -: _ -iu - TruU'c Phim == =- 17h " 18h 17h " l8h - -.D3"-' 'fihS5=lii'hos'Illh5S 19h - U4 ~~ Glill trl (1'hJ1' 7,CN) - - - _ _ ' 4.000 ~~~-):OQ9 - 6.000 ~-=.2.000 -=- .=)::.~~o~: ._ _._ 2.200 _ _ _._ _"'" TrueJc Phim vii Glal tri Trong Phim vii Glfltri Tnro-c ISh - .-TrU'U'c19h -= _ - - 700 900 1.500 TrongPhlm va,Glal tri (Th~CNr-=' _ _ 611- 8h -'-' Trong I'him gJ(jB~TitIZh.24h Bt _ . _._-_ _.TruU'c Phlm va Glal trl (ngay thlflmg) 6h • 8h '- V III VTV1: PHU S NG V Tll'lH _-_ '- - - 11.200 2.600-' -'- -14:ii'oo 2.000 -11.20U '2.66o-" '-"-'i4~jjUO"- - '-'4:000-" '-'-io.uoo ' -'86 2011• 22h -Trlfac Phlm va Giili trf'-'5:0uo - 'i3:000'" ._~ 20h 22h Trong Phlm va Gi'aitrl' 5.40'0-' -25T6ci _ BS22hl0-22h15-" Tnrac Th~ gi6t ~7"J .-.' ' '-2.600- -"i4~(jOO - 'll9 22h30. - sai.!'r"hll'gf