MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING
TAL CHINH - MARKETING FACULTY OF MARKETING
FINAL ASSIGNMENT OF COURSE SUBJECT: INTEGRATED MARKETING COMMUNICATION
Lecturer: Mrs Ninh Duc Cuc Nhat
No Student name : Student ID 1 Phạm Anh Khơi : 2021008457
2 Trạn Dương Trung Hiạu : 2021006890
3 Phí Ngọc Hà : 2021008433 4 Lé Minh Thu : 2021001829 5 Hồng Thế Bạch Thuận : 2021000089
Ho Chi Minh City, in 2022
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MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING
TAL CHINH - 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 1 Phạm Anh Khơi 2021008457 100% 2 Trạn Dương Trung Hiạu 2021006890 100% 3 Phi Ngoc Ha 2021008433 100% 4 Lé Minh Thu 2021001829 100% 5 Hồng Thế Bạch Thuận 2021000089 100%
Ho Chi Minh City, in 2022
Trang 3NLiEiI dung 023)05 Sẽ 1.1 Explain the communicafion prOC€SS cuc nh HH HH HH Hà KH ĐH Tà HT HH HH tt 4 1.2 Illustration by a sales promotion acfÏvÏ{y ch nh HH 1H 1 11 111 nh HH Hà Hàng Hàn nh 5 IPĐÃP lan e a a <ậ1⁄ỐẼỐẼẼ In .(dddliaiẫ1 1.2.2.1 Credibility 00000000 eằốddd ad I ao a ố ố ố ố.ốẢẦ ẻ.ẻ s.s IV X9,3 ai I9 an .Ố.Ố.Ố I1 ca eẮee a 34 1.2.5 Communicafion Channel: Nonpersonal ChannelÌ 2 1 2212212112512 511911521 81 HH Ha Hà tay 9 I3) ẽ e=dddú ăă II ah Ắ=ae.c‹,.+ ẻằ.a I3) ng că 0)02./9(00 1 1 (A8 15Bố TL INTRODUCTION ooo cece I0) vi 1a nh ố ố ằee
1.1.1 Overview of the car market in Viefnam 1S tt TH HH H1 21H H1 HH HH na Hi hy 12 1.1.2 Consumption trends of the car market of Vietnamese €0nSUIFS à ào cớ 12 IV ta nổ ố ố ằằồ.Ả ằằ
1.2.1 Company background oo .eae ốỐốỐốỐốỐốỐố.ố 1: IUA,.` mẽ ‹‹aiỆ)ÀA .ă.Ẽ ằ I9 ccc e ố.ố.a ố.aHAä54ố I5: hố ad ` ăă a I9 nh 2 89.47.9005 01" :.agạ_YRaAnAnnDũ ZL ODjeCHVES oo ốố e ằ "(uốn ằằ ốố ii t.a ố 3Ă Khn96 2 / 2n .ăă 3.2 Media strategy oo eẮaẮeằe<ằ<a 3.3 Detail action nh ố .ẽẢĂ.ăă Ố.Ố 3.3.1 (0) hố ố e 4ãaăĂăĂĂĂĂĂốố an 2 KX»Š⁄Ä) ri p an na ae aaa Z K“M) c0 na ằắaa Ẽ.Ẽ Ẽ :
Trang 43.5 Total budget nn Ầ.Ắốắa Ố.Ố.Ố ằ.ố.e< TV Measure and control oo Ắ.-a 4 4 4.1 Measurement ng cố ố ố.dd 13 ALD Phase nh ố ố ốnốổad(íấdđảÁđa4 ố 4.1.1.1 (000i ốố ẻ.mMã 40 Online Newspaper 0 0 LH TH n1 1 1H 11 1111 1x 1x 11k nh TH HH HH Hà kh TH Hà Hy The number of CCK 1n ee ‘ traf À1 4.1.1.2 PR- Magazine c1 nh HH nà TH Hà HT HH KH HH TH TH Hàng TH TH KH Hà HH hy 4 4.1.1.3 Viral Clip - Youtube, Tik Took - cà s1 HH Hà nhà HH HH 4I c1 5y, vn ẮắẮ
Trang 5Question 1: Using the theory of communication process to explain the below advertisements
Second ad: https://youtu.be/PpZV V Y 7OBok
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;
(11) Be able to convince the company’s target customers about the VF8 car ’s values Additional information:
Budget: 12 billions VND
Timing: 6 months (Oct 2022 - March 2023)
Trang 6QUESTION 1 1.1 Explain the communication process
Picture 1 Communication Process
1 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)
2 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
3 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
4 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
Trang 7— Nonpersonal Channels: consist of two major types, print and broadcast Print
media include newspapers, magazines, direct mail, and billboards; broadcast
media include radio and television
— 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 )
5 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
6 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
7 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 <SPNG NH Y=
Trang 81.2.2 Attribute 1.2.2.1 Credibility Knowledge:
Skill:
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
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
Trang 9her 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: Bang cach truy An tai thong didp thong qua cau chuyan thành cơng của những bạn tra seng hat minh vai wac mo, dam mé cua minh thong qua khÁu hiáu “S éng Nhu Y”, Generali da tao ra mét cái nhìn tích cực hơn để khuyan
khích khách hàng mua dếch vụ của mình
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 “Séng Nhu Ý” 1.2.3 Encoding
Verbal: The song is as well as a dialogue between father and son to convey the message of “Séng Nhu Y”
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Picture 2 The image of a lion with wings has a score of 0 The symbol of a winged lion with a score of 0 conveys the message: old generation biases are always forced on the current generation
A
ST.” he
tim Séng Npu Yt
Picture 3 Generali - Lion with wings
The Generali brand has perfected the "Séng Nhu Y universe", with the buzz growing with each episode, by making a powerful impression on viewers with a compelling tale and a smartly embedded message with high art
The white chrysanthemum curtain at the end of the film represents filial piety, as if it were conveying a message to the children to send a lovely wish to their father on "Father's Day", who always tries to ensure that his children "Séng Nhu Y": "Support whatever your child do or get your child a life insurance policy”
Musical: Huu Chau and Thao Tam’s voices Bella Ciao remains the major theme of "Séng Nhu Y" The song Bella Ciao began gently, became louder in the scene where lovely memories flooded back, then sublimated in the part where each individual was content with their own happiness The song Bella Ciao runs
Trang 11throughout the three episodes as a "identification set" for viewers about the “Séng Nhu Y” universe no matter how many episodes afterwards The song "For you" is in the midst of the video, which Generali seamlessly transitions from the daughter's point of view to the father's point of view => Show that the father always wants to be the wings to defend the kid, allowing the child to live Fly high and far as Generali intends them to be like a pair of wings, a shield to guard each person's life so that they may feel safe “Séng Nhu Ý”
1.2.4 Key message
"Support whatever your child do or get your child a life insurance policy” Emotional appeal: Father, however dry, silent, and severe Although you are not the same as I previously wanted, I still want to be a good parent, a shield to protect you from all the storms of life, and for you to be yourself The message for the children to send a wonderful wish to their father on "Father's Day”, who constantly tries for his children to "live as they desire”, in whatever form, "support whatever your child do or get your child a life insurance policy”
1.2.5 Communication Channel: Nonpersonal Channel
Media: To acquire a big audience and diversify client groups, use social
networking sites such as Youtube, Facebook, Instagram, TikTok, and others to
publish advertising to audiences 1.2.6 Receiver
— Demographic: The audience that “Séng Như Y” target this period is separated into two groups: the young generation, the children who are commonly referred to as "Gen Z" around adolescence, and the parents, who are around middle age; from 15 to 50 years old
— Behavior: Looking for products to take care of and protect the health of yourself and your family
1.2.7 Response