Setting companies apart from each other Helping a customer make positive choices Creating economic benefits at every level Negative impacts:
Encouraging people to buy things they don’t need Not producing guaranteed results.
3 Ways to advertise a product effectively
Association of ideas (definitions + example) Scientific authority (definitions + example) Hype (definitions + example)
Repetition (definitions + example)
Conclusion
Some suggestions to develop advertising more in Vietnam in the future
Trang 3VIETNAM UNIVERSITY OF COMMERCELecturer: Vu Thi Hanh
Preparation assessment: List of students
1 Tạ Kim Ngân Introduction
Definition of advertising Conclusion
3 Lý Khánh Nhân Association of Ideas 9
Trang 5Advertising also called ads, Advertising is a complex process that involves a range of activities, including market research, creative development, media planning, and campaign execution The goal of advertising is to create awareness, generate interest, and ultimately drive sales for a business.
Most advertising involves promoting a good that is for sale, often through brand marketing In many countries, advertising is the most important source of income for the media (e.g., newspapers, magazines, or television stations) through which it is conducted In the noncommunist world advertising has become a large and important service industry.
Advertising is one important powerful tool that can help businesses attract customers, inform them about your products, and build customer trust Most companies use some type of advertisement to help them promote their products or services
Understanding what advertising is and why it's important for organizations to use it can help you develop effective ads for your company In this article, we explore the importance of advertising, and positive and negative impacts of advertising, and Ways to advertise a product effectively.
CONTENT1 Definition: What is advertising ?
Advertising is the process of promoting a person, product, or cause This can involve using lots of different strategies to reach people who might be interested in what is being advertised and convince them using persuasive language and techniques It involves the use of various media channels, such as television, radio, print, and digital platforms, to reach potential customers and persuade them to take a specific action, such as purchasing a product or signing up for a service.
2 Impacts of advertising
2.1 Positive impacts
Advertising can be a great way to get the word out about a product or service On the positive side, advertising can set companies apart from each other Whether you're competing on efficiency, price, prestige, or convenience, advertising can help you stand out in your industry Rather than just creating new customers, you may be able to win them away from your rivals
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Trang 6Besides, it helps customers make a positive choice Advertising introduces consumers to new products, services, and brands It raises awareness about their existence, features, and benefits, which is crucial for consumers to make informed choices
Another positive impact is to create economic benefits at every level By encouraging more buying, advertising promotes both job growth and productivity There are some new jobs in advertising such as content creator, graphic designer, market researcher, creative director, media planner, A 1999 study by the WEFA Group and Nobel Laureate Dr Lawrence R Klein found that advertising played a key role in generating 18.2 million jobs in the United States A later study in 2005 revealed that advertising contributes to more than $5.2 trillion in sales and economic activity annually in the U.S economy.
2.2 Negative impacts
On the other hand, advertising also has negative impacts
Firstly, advertising encourages people to buy things they don’t need Many people believe that they need the latest gadgets and trends in order to be happy and fulfilled However, this is not true! Advertising tells us that we need to have the latest phones, clothes, shoes, to be happy and successful This is not only untrue, but it also leads people to spend money on things they don’t need This can put a strain on personal finances and cause debt
Secondly, it does not produce guaranteed results Some companies make false claims to customers by exaggerating the real quality of the product For example, some cosmetic adverts may mislead customers that by using the product, people would be young forever regardless of time However, this turns out to be one of the marketing strategies of the company.
3 Ways to advertise a product effectively
3.1 Association of ideas
Association of ideas, also known as associative advertising, is a technique used in marketing and advertising to create a connection between a product or brand and certain concepts, emotions, or experiences in the minds of consumers This strategy leverages the power of human cognition, which naturally links related ideas together, to influence consumer perceptions and preferences By associating a product with desirable qualities or experiences, advertisers can effectively communicate the value of the product and motivate consumers to make a purchase.
In Vietnam, Trung Nguyen Coffee's "Vietnamese Coffee" campaign is a prime example of effective association of ideas in advertising The campaign cleverly links its coffee products with traditional Vietnamese culture, emphasizing authenticity,
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Trang 7heritage, and emotional connections The campaign often features imagery of traditional Vietnamese coffee shops, known as "cà phê sữa đá," bustling with activity and camaraderie, evoking a sense of recall and pride in Vietnamese culture Whether it's a family gathering, a friendly conversation, or a moment of quiet reflection, the campaign emphasizes the role of Trung Nguyen coffee in enhancing these experiences, fostering feelings of warmth, comfort, and belonging By celebrating Vietnam's coffee culture both domestically and internationally, the campaign strengthens the brand's identity and resonates with its target audience.
3.2 Scientific authority
Scientific authority refers to the reputation and expertise of individuals or organizations within the scientific community These organizations are recognized for their knowledge, research and contributions to a particular scientific field, allowing them to provide reliable information and guidance on scientific issues.
The purpose of using Scientific Authority in advertising is to enhance the credibility of claims about a product or service By associating products with experts or scientific organizations, businesses leverage these agencies' expertise and reputation to validate the advertised product's effectiveness This strategy can help businesses build consumer trust in product safety and differentiate themselves from competitors in the market.
Using scientific authority in advertising can influence consumer perception and increase purchase likelihood by building customer trust based on expert endorsement of the product.
A good example of the use of scientific authority in advertising is the Ensure advertising campaign.
Ensure advertising is a campaign to promote quality nutritional supplements With the message "Improve your health with quality products", Ensure advertising introduces and promotes the company's diverse nutritional supplement products
Advertisement Ensure is considered the top choice in nutritional supplements and health care Ensure is sourced from a reputable company, certified by nutrition experts, and has been thoroughly researched Thereby Ensure has brought confidence in quality assurance to consumers.
Ensure has become a familiar brand that has built trust with customers The success of Ensure's nutritional supplement advertising campaign is largely due to the use of scientific authorities in each ad By leveraging expert endorsements and recommendations, consumers have more confidence in the quality and effectiveness of Ensure products Overall, the strategic use of scientific authority in advertising contributes to the success of Ensure's advertising efforts and brings Ensure closer to consumers
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Trang 83.3 Hype
You may be wondering why all those kids are waiting in line for hours every week to get into a clothing store and get a white T-shirt with a red rectangle on it? Or why a music festival that hadn't produced a single show before, without a lineup announced, turns out selling tickets at up to $250,000 each?
It is called HYPE A marketing technique that creates a highly appealing perception of a brand Through it, brands can interact with their target customers and impact their behavior It can be seen as a derivative of the basic economic problem called scarcity, a situation where there is a product that's in high demand but with limited availability HYPE is a massive interest in a brand or an excessive expectation regarding a future launch, created as the result of a campaign specifically conceived for the purpose.
Hype is most often used when a brand wants to launch a new product or service, like an event As a company, you want to sell out your product or event You want to build a bubble around your product while creating excitement and a sense of urgency to get it at the same time.
However, the hype for advertising also raises questions about its ethical implications In the pursuit of selling products and services, some advertisements may employ manipulative tactics or exaggerate claims, potentially leading to consumer disillusionment The ethical responsibility of advertisers lies in striking a balance between effective marketing and maintaining transparency and truthfulness in their messaging.
The advent of digital advertising has further intensified the hype for advertising With the widespread use of social media and personalized targeting, advertisements can reach audiences with remarkable precision A more individualized and immersive experience can be created by advertisers who can customize messages to specific interests and behaviors thanks to this level of accuracy Additionally, it raises concerns about data privacy and the potential for misuse of personal information.
In conclusion, the hype for advertising stems from its power to create brand awareness, evoke emotions, and influence societal trends It shapes our preferences, aspirations, and even our perception of ourselves and the world around us However, this effect also calls for moral considerations and ethical advertising techniques It is essential for advertisers to achieve a balance between enthralling viewers and upholding openness and honesty in their messaging as the advertising landscape continues to change By doing this, advertising may maintain its status as a potent and significant weapon that influences culture, sparks change, and links brands with their target audiences.
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Trang 9Omachi Noodle Advertisement - Delicious without Worrying About Heat
For any latecomer business wanting to step into a large and traditional market, it's not simple unless they find a unique selling point for themselves In Vietnam, statistics show that there are nearly 50 instant noodle processing companies nationwide, selling over 6 billion packs of noodles each year Instant noodles have become a familiar and convenient food for everyone, especially those with low incomes or busy schedules With major players like Miliket, Aone, Acecook, etc., Omachi faces significant obstacles to find its place in the market and convince consumers to buy its instant noodles The key differentiator that helps them stand out and succeed is affirming that Omachi noodles are made of 100% pure potatoes, which is vastly different from regular instant noodles.
However, Omachi's advertising of its product commits two major mistakes in advertising and business honesty:
Distorting the concept, making consumers mistakenly believe that potatoes are a type of fiber, like cabbage, or other vegetables they commonly consume daily This can lead to associations with freshness, richness in vitamins, etc Advertising falsehoods - In reality, potato flour does not have the same quality
as wheat flour, and only wheat flour can produce dried instant noodle strands Additionally, potato flour is also one type of starch, so consuming it will create a sensation of heat in the body, rather than the coolness as advertised Furthermore, while Omachi advertises as 100% made from potatoes, the actual amount of potato flour inside the noodle pack's packaging is only 5% This causes consumers to feel anxious and distrustful, negatively impacting Omachi's reputation.
This could be considered a serious violation of advertising integrity and ethics.
3.4 Repetition
Advertising repetition is an important factor in reaching and influencing target customers Effective advertising through repetition helps build strong brand awareness, impresses and creates product recall.
First, repeating advertising messages helps create awareness with customers When a message is repeated, it becomes easier to reach and impress customers Awareness is an important factor in building trust and motivating purchases.
Second, advertising repetition helps promote product awareness One-time advertising is simply not enough for customers to remember that product Through repetition, we can quickly increase product awareness and motivate customers to feel the need and desire to own it Repeat advertising helps a product stand out and
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Trang 10increases the likelihood that customers will remember it in a fiercely competitive market.
Third, advertising repetition helps build trust When customers see the same advertising message repeatedly, they will believe that the product is trustworthy and worthy of consumption Repeated advertising confirms that the product is popular and trusted by many people This creates more trust and encourages customers to connect the product with trustworthy value.
Finally, advertising repetition provides more detailed information about the product A repeated advertising message provides customers with more information, helping customers better understand the product and the benefits it brings Through repetition, customers have time to grasp the uniqueness of the product and consider its suitability for their needs and desires.
To carry out effective repeat advertising, brands need to correctly identify target customers and create a creative, compact but boldly branded message Advertising should appear in a variety of media channels, ensuring that potential customers encounter the advertising message multiple times, from television to newspapers, websites and social networks.
A typical example is the success of the unique advertising strategy of Dien May Xanh - a Vietnamese supermarket chain, specializing in electronic and refrigeration products Dien May Xanh has had a strong media attack with advertising repeated many times with strange tones and content with countless figures wearing tight blue clothes Dien May Xanh's brand is spread in each content and image The brand name is repeated throughout the song, the main yellow-green color tone of the brand logo, along with dancing electronic products appear continuously The simple verses repeat over and over again "to the Dien Green Machine", the dense and continuous advertising frequency has made viewers constantly think about Dien May Xanh Dien May Xanh's advertising has created a trend on social networks This is exactly what Dien May Xanh needs: to create a spread and trend of their brand in the minds of consumers Thanks to that, according to survey data, the majority of customers think that they think of Dien May Xanh first when they need to buy electronic products.
Advertising is a key factor for the success of any business It is a medium through which consumers are made aware of new products or enhancements made to existing products Some argue that it makes people buy things that they don’t need and few refute it stating it does helps them improve their lives.
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