Faculty of marketing final assignment of course subject integrated marketing communication

Trang 5 3 Question 1: Using the theory of communication process to explain the below advertisements Second ad: https://youtu.be/PpZVVY70Bok Question 2: You are required to prepare an int

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING FINAL ASSIGNMENT OF COURSE SUBJECT: INTEGRATED MARKETING COMMUNICATION Lecturer: Mrs Ninh Duc Cuc Nhat No Student name : Student ID Phạm Anh Khôi : 2021008457 Trần Dương Trung Hiếu : 2021006890 Phí Ngọc Hà : 2021008433 Lê Minh Thư : 2021001829 Hoàng Thị Bạch Thuận : 2021000089 Ho Chi Minh City, in 2022 MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING FINAL ASSIGNMENT OF COURSE SUBJECT: INTEGRATED MARKETING COMMUNICATION Lecturer: Mrs Ninh Duc Cuc Nhat MEMBER RATING No Student name Student ID Percentage of completion Phạm Anh Khôi 2021008457 100% Trần Dương Trung Hiếu 2021006890 100% Phí Ngọc Hà 2021008433 100% Lê Minh Thư 2021001829 100% Hoàng Thị Bạch Thuận 2021000089 100% Ho Chi Minh City, in 2022 N⌀i dung QUESTION 1.1 Explain the communication process 1.2 Illustration by a sales promotion activity 1.2.1 Sender 1.2.2 Attribute 1.2.2.1 Credibility 1.2.2.2 Attractiveness 1.2.2.3 Power 1.2.3 Encoding 1.2.4 Key message 1.2.5 Communication Channel: Nonpersonal Channel 1.2.6 Receiver 1.2.7 Response 1.2.8 Feedback QUESTION I INTRODUCTION 1.1 Car market overview 1.1.1 Overview of the car market in Vietnam 12 1.1.2 Consumption trends of the car market of Vietnamese consumers 12 1.2 Company overview 1.2.1 Company background 13 1.2.2 Vision 1.2.3 Core values 1.2.4 Mission 1.2.5 Competitors II CREATING 2.1 Objectives 2.2 Target audience III PROGRAM 3.1 Creative strategy 3.2 Media strategy 3.3 Detail action plan 3.3.1 Action plan summary 27 3.3.2 Detail action plan 3.4 Timeline and budget 3.5 Total budget IV Measure and control 4.1 Measurement 4.1.1 Phase 4.1.1.1 PR- Online Newspaper 40 Online Newspaper The number of click 50.000 traffic 4.1.1.2 PR- Magazine 4.1.1.3 Viral Clip - Youtube, Tik Tok 41 4.1.2 Phase 4.1.2.1 Sale Promotion - Coupons 41 4.1.2.2 Internet Marketing - Facebook 42 4.1.3.1 Internet Marketing - Facebook and Google 42 4.1.3.2 Sales Promotion – Voucher 42 5.2 Control 5.2.1 Phase 5.2.2 Phase 5.2.3 Phase Question 1: Using the theory of communication process to explain the below advertisements Second ad: https://youtu.be/PpZVVY70Bok Question 2: You are required to prepare an integrated marketing communications campaign for Vinfast with the purpose of launching VF8 in Vietnam market You are asked to: (i) Create awareness and liking for Vinfast in aspirational way that makes Vinfast a desire for its target cus tomers; (ii) Be able to convince the company’s target customers about the VF8 car ’s values Additional information: Budget: 12 billions VND Timing: months (Oct 2022 - March 2023) Business objectives: Number of cars sold from Oct 2022 to March 2023: 10.000 QUESTION 1.1 Explain the communication process Picture Communication Process Sender: The sender/source of a communication is the person or organization that has information to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non personal entity (such as the corporation or organization itself) Encoding: The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process (encoding process) involves putting thoughts, ideas, or information into a symbolic form The sender’s goal is to encode the message in such a way that it will be understood by the receiver This means using words, signs, or symbols that are familiar to the target audience Many symbols have uni - versal meaning, such as the familiar circle with a line through it to denote no parking, no smoking, and so forth Message: The message may be verbal or nonverbal, oral or written, or symbolic Messages must be put into a transmittable form that is appropriate for the channel of communication being used For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates Communication Channel: The channel is the method by which the communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, non personal and personal Document continues below Discover more ftràoimch: ính ngân hàng econ 101 Trường Đại học Tài… 999+ documents Go to course TIỂU LUẬN LỊCH SỬ ĐẢNG ĐỀ TÀI SỰ… 18 100% (27) CƠNG THỨC TÀI Chính TIỀN TỆ 100% (17) Bo-de-thi-HSG- tieng-anh-7 -… 92 tài 100% (1) ngân hàng Test Bank for Marketing… 91% (11) 61 tài ngân hàng Business Partner A2P TRB 9781292237176… 33 tài 100% (1) ngân hàng TRẮC NGHIỆM TÀI Chính QUỐC TẾ − Nonpersonal Channels: consist of two major type5s8, print and broadcast Print media include newspapers, magazines, direct mail, andtàbiilclbhoíanrdhs; broadcast 100% (1) media include radio and television ngân hàng − Personal Channels: involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media They often represent word-of- mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information (The Internet has characteristics of both non personal as well as personal forms of communication.) Receiver: The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it Decoding: Decoding is the process of transforming the sender’s message back into thought This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation Feedback/Response: The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.Recipient's response may fluctuate from nonobservable actions to immediate action Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received ● Note: Noise: Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise For instance, errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception 1.2 Illustration by a sales promotion activity Video Sales promotion “SỐNG NHƯ Ý” 1.2.1 Sender: The father and daughter character in the video With the participation of "hot girl IELTS" Thao Tam – the daughter, and the actor Huu Chau – the father 1.2.2 Attribute 1.2.2.1 Credibility Knowledge: − Actor Huu Chau is a Vietnamese comedian, film actor, television actor, theater actor and comedian He has been known through a number of classic works such as the role of Nguyen Trai in The Secret Garden of Le Chi, the role of Ferdinand in the plot and Love, the role of Binh in Don't Say Goodbye, the role of the old hermit in In the play "Heroic Life", Lu Quy in the famous play "Loi Vu" With many events and sufferings from family tragedy, he has constantly honed and tried many things on the stage In 2012, for his contributions and achievements in the arts, Huu Chau was awarded the title of Distinguished Artist by the State of Vietnam − Thao Tam – this girl born in 2000 is a Vietnamese actress, model, and speaker Not only famous for having a pretty face Thao Tam is also known for her excellent academic achievements She once caused a storm in the online community and was nicknamed "hot girl IELTS" besides Thao Tam is also better known for her role as Miss Hong in the movie Mat Biec Skill: − Huu Chau is a veteran actor in the Vietnamese film industry, he is very successful in building very natural images, besides he is also known as an expert in emotional troubleshooting for women With his natural, deep acting along with the harmony between the message that Generali wants to bring and his style, the video is probably quite successful in attracting and capturing the audience's and customers' tears − Thao Tam represents a dynamic, rebellious, young generation full of ambitions, dreams and their own paths With Thao Tam's acting ability and charisma, this role is quite successful in building the image of the child that the brand wants to target and the customers want to see Expertise: Actor/ Actress 1.2.2.2 Attractiveness Similarity: Huu Chau's image and personality are comparable to what the brand seeks to achieve - love and understanding of people's psyche As for Thao Tam, her rebellions and individual actions have contributed to the image of a flawless, patient parent, the attitude of a father that most young people today desire for Familiarity: Huu Chau is renowned as an endearing actor with a filial and affectionate private life He is also regarded for being a specialist in emotional debugging for women Likability: Huu Chau is regarded as an acting master with different transformations for a wide range of parts, not only for possessing the attributes of his family but also for being conscious of and cultivating his innate skill The spirit is constantly open to new experiences, people, and places Huu Chau is a very amusing, caring person who is always contributing wonderful things to the theater by mentoring, educating, and introducing parts to generations of junior performers 1.2.2.3 Power Perceived concern: Bằng cách truyền tải thông điệp thông qua câu chuyện thành công bạn trẻ sống với ước mơ, đam mê thơng qua hiệu “Sống Như Ý”, Generali tạo nhìn tích cực để khuyến khích khách hàng mua dịch vụ Generali has produced a more optimistic approach to attract clients to acquire your services by communicating the message via the success stories of young people who pursue their ambitions and passions through the phrase “Sống Như Ý” 1.2.3 Encoding Verbal: The song is as well as a dialogue between father and son to convey the message of “Sống Như Ý” Graphic: The way the Generali brand's message and image are embedded into the "Sống Như Ý universe" is fairly natural, yet smartly "matching" with the video material The brand's message and image are integrated very effectively in the drawing of the "winged lion" with a score of 0, similar to the tale of the older generation (here is a teacher) forcing outdated prejudices on young people with the recognition that "a lion without wings" And Generali's image is one of erasing all preconceptions, regulations, and boundaries, and allowing individuals to always "Sống Như Ý”