Discussion report commercial english 2 topic advertising

The business advertising messages can also remind business customers about opportunities business product offers helping people improve their health, for example.. The business can do th

THUONGMAI UNIVERSITY

DISCUSSION REPORT COMMERCIAL ENGLISH 2 TOPIC: ADVERTISING

Ha Noi, 2023

Lecturer : Phạm Thị Phương Liên

code

20D25010

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Đỗ Thị Phương

(Leader)

- 2.3 How to design a good advertising

- Conclusion

- Word 20D25010

4 Nguyễn Thị DiễmQuỳnh - 2.2 Channel of advertising

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5 Nguyễn Bảo Sơn - 2.3 How to design a good advertising

- Powerpoint 20D25004

8 Đỗ Phương Thảo - 2.2 Channels of advertising

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Nguyễn Thị Thảo - Introduction

- 2.1 Aims of advertising

I INTRODUCTION 1

II BODY 2

2.1 Aims of advertising 2

2.2 Channels of advertising 3

2.2.1 Online Advertising 3

2.2.2 Out-of-Home Advertising 4

2.2.3 Print Advertising 4

2.2.4 Broadcast Advertising 5

2.3 How to design a good advertising 6

III CONCLUSION 9

DOCUMENTS 10

I INTRODUCTION

Advertising is a means of communication with the users of a product or service Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined

Advertising is important for every aspect of a business Advertising is important for the business on the whole as it lets the business gain more customers, thereby increasing business turnaround Advertising can be achieved using various media like television, newspaper, radio, banners, pamphlets, websites, etc

Marketing helps spread ideas Good marketers educate and help people make better decisions Marketing and advertising are essential for customers to make good decisions, for companies to prosper, and therefore for the economy The business world is competitive, and advertising is used to introduce a business, build a brand, and position a company, product or service against the competition Advertising delivers strategic messaging and elevates awareness within the given market

II BODY

2.1 Aims of advertising

Attract new customers

One of the most obvious goals of advertising is to attract new customers The business does this by informing readers, viewers and listeners about the benefits of a business product or service, the attractive price, and where and how they can buy your product or service

Maintain customer preference

The advertising reminds current customers of the benefits they want or problems business can solve for them The business advertising messages can also remind business customers about opportunities business product offers (helping people improve their health, for example) It can also offer new ideas for using the product, encourage them to sign up for business loyalty programs, or remind them that businesses offer customer support

Position against competitors

Another objective of advertising is to show the marketplace that businesses are superior to competitors The business can do this with direct comparisons, calling out competitors by name, or by using general references that remind customers that the business offers a feature, benefit, warranty, or another selling point the business marketplace doesn’t have

Grow or maintain market share

Another aim of advertising is to increase or maintain market share If the business is a new company, they need to offer lower prices, accessible customer service, discounts, or other promotions to gain entry into the marketplace

If the business has good sales and a loyal customer base, they need to advertise

so that customers don’t forget about business unique selling If the customers haven’t heard from business or seen business advertising in a while, a new competitor might catch their eye

Branding and brand management

Once create a brand around unique selling differential, start branding the product by creating a logo, slogan or mascot Businesses should use the same typeface and colors in all your branding efforts As part of business marketing strategy, pursue brand management, which requires business to make sure don’t send mixed messages For example, if you are a high-end shampoo sold only in salons, starting to sell in big box retail stores or advertising buy- one-get-one-free promotions might damage your brand

Target specific customer types

The business advertising and promotions should use media that focuses on the correct target customer Older consumers might respond better to TV, radio, print and direct mail advertising Younger consumers use digital media, so your ads should be mobile-friendly and run on social media channels

2.2 Channels of advertising

2.2.1 Online Advertising

Online Advertising it, like other types of advertising, aims to provide information and a way to transmit marketing information; Introduce products, brands

to users across mediums to get website traffic and target and deliver messages to the right customers Help users easily access through searching the network by electronic devices

Adventage

Target the exact audience of potential customers

Through data analysis of customer information, online advertising is often aimed directly at potential customers who have a real need for the company's products There by the effect of this type of advertising is also stronger than other types of advertising

Easily measure progress through specific metrics

Through specific metrics such as: the number of visits to the ad, how long the customer has followed the ad, and the number of people reaching the ad who have purchased the company's products We can easily measure the effectiveness of the running advertising program

Save time

Online advertising is one of the fastest channels to bring information about products to consumers

Businesses can control their costs optimally

Online advertising is very easy to save and manage costs Because, it does not have the costs incurred as other types of direct advertising How should businesses plan on advertising costs, the results will be the same

Disadventage

Too many ads make users confused

Users will feel bothered by too many rampant ads on the network From there, they will have an unpleasant look at products that are heavily advertised online On the other hand, so many products are advertised that they don't know which one to choose Customer information is easily exposed

4 Customers' habits, preferences and consumption behavior will be easily collected and exchanged This may cause some people to get it to use it for bad purposes or annoy customers

The company's account or social network may be being faked

There are individuals and organizations that will fake the company's reputation

to sell non-genuine products This greatly affects the interests of customers and the reputation of the company

2.2.2 Out-of-Home Advertising

Outdoor advertising is a form of advertising for brands, products and services that customers can see when they are outside their homes Specific outdoor advertising methods such as: Billboard advertising, Pano, Advertising at car waiting houses, airports, bus stations

Adventage

Cost savings

This type of advertising is more cost-effective than other types Manufacturers just need to print their products creatively and place them in conspicuous places Customers are hard to ignore

Because this type of advertising can appear anywhere, it is very difficult for consumers to ignore it After being exposed to outdoor advertising products, consumers will have passive impressions of the company's products This will increase brand awareness for that company

Disadventage

Affected by external factors

Factors such as weather, materials, etc will greatly affect the quality of advertising Ads will degrade when exposed to the natural environment for a long time Leading the company to constantly innovate, ensuring the quality of advertising

is still good

Ad performance is difficult to measure

Through out - of - home advertising, the company will not be able to know how many people have reached the ad, whether they are interested in the company's advertising and whether the company sells products based on the effectiveness of the advertising or not

Many regulations related to Law

Advertising products can not be displayed everywhere Businesses can get into some legal trouble if they advertise widely and without permission from the government

2.2.3 Print Advertising

Print advertising is a form of marketing that uses physically printed media to reach customers on a broad scale Ads are printed in hard copy across different types

of publications such as newspapers, magazines, brochures, billboards, or direct mail Adventage

Cost effectiveness

Print advertising can make your promotional budget more efficient and effective with the variety of placements and inserts available within a specific newspaper Instead of a broad-stroke strategy in which you try to reach the largest number of people at once, use local newspapers to reach an interested audience less expensively Local print advertising offers a wide range of options that can fit nearly any budget

Flexibility

Most print advertisers offer a choice as to where to place your ad in a publication You may choose the location that offers the highest visibility Print media offers fractional sizes, multiple pages, regional editions, and other special-placement options You can get more creative with your advertising depending on the amount of space you have

Reading print boasts better attention and retention

Studies show that people san a website for approximately 15 seconds, on average, before moving on That is a tiny window of time to make a big impression! But you have people’s attention for longer when they’re reading print

Disadventage

Effectiveness is difficult to measure

Print advertising can be hard to measure effectiveness, readership figures don’t tell you how many people really see your ads, and response rates can be low Limited Ad Placement Control

When it comes to printing ads in newspapers or magazines, you don’t always have a lot of control over where your ad is placed This lack of control over placement can hinder your ability to reach your target audience and may impact the returns you see on your investment

Scheduling Difficulties

Some brands have difficulty in scheduling advertisements in newspapers and magazines If brands are not able to get their ad placed right away, this can impact the effectiveness of their campaigns It also creates competition with other competitors

2.2.4 Broadcast Advertising

6 Broadcast advertising is defined as different media channels or broadcasters such as the television, internet, audio podcasts, video content, and others The primary purpose of broadcast ad is to broadcast and communicate with the public

Adventage

Multi-sensory appeal

Broadcast ads make use of audio, video, and a combination of audiovisual media It is effortlessly more appealing to consume broadcast media than other forms such as print advertising It’s all thanks to several senses stimulated, making messages more impactful and even emotional

Broad reach

Another advantage broadcast advertising media has the scope of reach that os capable of, which is immense If you want a piece of information to reach as many people as possible in as little amount of time, broadcast advertising is your best bet Economical

Broadcast advertising is not just effective It can also be very economical From

a company’s perspective, broadcast ad may take some investment, especially if you are looking to advertise on TV However, radio broadcasts are relatively cheap and are therefore a good option for small businesses that want to get the word out about their products

Disadvantages

Creative limitations

Broadcast ads are often limited in terms of time and images, so they are usually very simple and short, however, still have to ensure the necessary content Therefore, radio advertisements often limit the creativity of advertisers

Lack of target market selectivity

Because broadcast advertising is broadcast publicly on devices such as television, radio, etc., it is difficult for businesses to focus on their target customers and target market This can lead to missing customer segments that are important to the advertised product

Due to heavy competition, there are chances of failure

Broadcast advertising is a form of advertising with cost savings, reaching many different customers; suitable for both large, medium and small businesses This leads

to stiff competition between businesses, and can also lead to advertising failure

2.3 How to design a good advertising

Identifying the target audience

Identifying the target audience for advertising is a crucial step in developing an effective advertising campaign The target audience is the specific group of people

who are most likely to be interested in the product or service being advertised To identify the target audience, it is important to consider factors such as demographics, psychographics, and behavior

Demographics include characteristics such as age, gender, income, education, and geographic location Psychographics include factors such as values, attitudes, and lifestyle Behavior refers to the actions and habits of potential customers, such as their buying habits and online activity

By understanding these factors, advertisers can create targeted messages and select appropriate advertising channels to reach their desired audience For example, if the target audience is young adults who are interested in outdoor activities, advertising

on social media platforms such as Instagram or TikTok might be more effective than traditional print advertising

Setting advertising goals and objectives

The first step is to identify the target audience and determine the message that needs to be conveyed The goals and objectives should be specific, measurable, achievable, relevant, and time-bound (SMART) The objectives could be to increase brand awareness, generate leads, increase sales, or improve customer loyalty The goals should be based on the marketing budget, the target audience, and the desired outcomes

Once the goals and objectives are established, the advertisement can be created with the appropriate messaging and creative elements The advertisement should be tested to ensure it resonates with the target audience and achieves the desired outcomes

Developing the advertising message

Developing an effective advertising message is a crucial aspect of creating a successful advertisement The message must be carefully crafted to communicate the key benefits of the product or service being advertised and to persuade the target audience to take action To create a compelling advertising message, marketers must first identify their target audience and understand their needs, wants, and preferences They must also determine the unique selling proposition (USP) of the product or service, which is the key feature or benefit that sets it apart from competitors Once the target audience and USP have been identified, the message must be developed in a way that is clear, concise, and attention-grabbing The message should

be tailored to the medium in which it will be delivered, such as television, radio, print,

or online It should also be designed to elicit an emotional response from the audience, whether it be excitement, curiosity, or a sense of urgency