I. Introduction Nowadays, most companies in the market are using the ads in the trade promotion program, advertising is a very popular tool in todays business world. Used to attract attention, draw the attention of customers, creating a desire to own the product or service, and then the customer stimulate cost money to own the product or advertising services. Besides the benefits that advertising brings in the market today, it also appears the promotional clip is not good, does not attract viewers but also negatively impact the brands products and services. Especially, the ad appears these products are not allowed to advertise, negatively impact psychological factors ethics the lifestyle of the public; negatively impact economic and political factors of the public society ... Therefore, our group has done some research on advantages and disadvantages of advertisement to find the best way creating a quality advertisement. (Introduction: Nowadays, advertisement plays an important role in fiercely competitive world and faces with challenges while there’re more and more advertising companies. A product or advertising services is designed to attract attention and raise current consumers’s awareness and potential ones. However, advertisement doesn’t work all the time. If advertisement is not in proper way or designed to wrong objects it will be counterproductive not only to the companies but also the consumers. Therefore, our group has done some research on advantages and disadvantages of advertisement to find the best way creating a quality advertisement)
Essay: Advertisements: good vs bad I Introduction Nowadays, most companies in the market are using the ads in the trade promotion program, advertising is a very popular tool in today's business world Used to attract attention, draw the attention of customers, creating a desire to own the product or service, and then the customer stimulate cost money to own the product or advertising services Besides the benefits that advertising brings in the market today, it also appears the promotional clip is not good, does not attract viewers but also negatively impact the brand's products and services Especially, the ad appears these products are not allowed to advertise, negatively impact psychological factors - ethics - the lifestyle of the public; negatively impact economic and political factors of the public society Therefore, our group has done some research on advantages and disadvantages of advertisement to find the best way creating a quality advertisement (Introduction: Nowadays, advertisement plays an important role in fiercely competitive world and faces with challenges while there’re more and more advertising companies A product or advertising services is designed to attract attention and raise current consumers’s awareness and potential ones However, advertisement doesn’t work all the time If advertisement is not in proper way or designed to wrong objects it will be counter-productive not only to the companies but also the consumers Therefore, our group has done some research on advantages and disadvantages of advertisement to find the best way creating a quality advertisement) II Content Definition of Advertisements Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea Sponsors of advertising are often businesses who wish to promote their products or services One definition of advertising is: "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media In these types of marketing communications such as: Promotional PR (public relations) Personal selling Direct marketing Events Communication at point of sale (POS) Electronic communication (e-communication) Types of Advertisements There are many types of advertising; each has different attributes, such as price, viewing demographic, and medium Depending on the capabilities and budgets for each product, providers must balance measure to allocate selection on media advertising channels so that the most efficient Advertising is transmitted by many different media, such as: In magazine In radio In internet In banners, posters In leaflets On TV By telephone By transportations Mailshots By LEDs Direct advertisement Other… Advertisements: Good vs Bad 3.1 Advantages of advertisements 3.1.1 To consumers - Advertisement helps consumers easily to access products Advertisement provides people with lots of purchasing choices, which make people, especially women, form a desire of spending money on the products recommended on advertisements - Advertisement provides consumers who know about goods in the global market When a new product is produced, people can be aware of this thanks to advertisements With developing technology, these advertisements attract more attention of people We can see a lot of advertisements while we are watching a film or series on TV - Customers have the reason to compare products of companies Advertising is necessary because customers get all information about the quality, features and uses of different products Advertising helps to raise the standard of living of people - Advertising stimulates production and reduces the cost per unit This reduction in the cost is generally passed on to the consumer and that is why price of well-advertised goods are found to be generally -lower than other goods of the same quality which are not so well advertised - Advertising is like a leisure item Moreover, advertising is interesting It attracts not only adults but also children 3.1.2 To providers The business environment has become very competitive because of the rising number of companies offering wide choice of products to the customer To increased market share or turnover, the company ought to sell more products To sell more products, the company should use campaign advertising Advertising can help contribute to the success of the company Advertising is a great business practice because it allows a company to be able to communicate with its consumers, change their attitudes towards a product or service and increase the sales of that product or service Advertising brings many advantages of company such as: - Advertising helps increase the sales of the product and service being advertised If the advertisement can successfully target the need of the consumer, while also showing that their product or service can address that need, then naturally sales will go up - Advertisement provides the information to helps customers contact to company Advertisement provides the detailed information about product such as: product’s name, manufacture, function of product… - The customers decide selection product based on the information and company’s brand Good advertisement will leave good impression to customer buying their product’s company When that company will increase market share or turnover - Building image of company to compare with competitor For example, the logo, the slogan, the image, the design… Each company has their own image - Advertisement is a tool to sales promotion: the four main tools of promotion are advertising, sales promotion, public relation and direct marketing - Advertisement is a bridge between customer and the company’s product Advertisement helps company sell more products 3.2 Disadvantages of advertisements 3.2.1 To consumers Presently, advertising is very necessary However, beside the advantages there are still a lot of disadvantages such as: - Advertisement is usually exaggerated and idealized the life It overstates about the quality of products that people hardly believe Example: Mama colostrum products violated when comparing the product with feature similar to human milk - It makes negative effects to social morality Expression is clearly a liberal dress code There are a lot of unhealthy words It stimulates violent behavior There are some of the ads with inappropriate images For example: Nivea body whitening lotion 2009 Viet Nam sexy was banned… - The influence of advertisement on children is not good Because, they often imitate adults So they can learn from the violence or inappropriate language in advertising Children often require buy products that they not use just because they like watching the advertisements or mimic clothes model in ads - The consumer does not believe in direct advertising Direct advertising (Explain: forms of direct marketing) The sales staff is very skilled at persuading people to buy products And many people buy products that they don’t need to use or substandard products So, they not believe in it anymore Everyone should be careful with the ads on the Internet There are a number of deceptive advertising with hacker software It takes advantage of personal information to take your money 3.2.2 To providers: Nowadays, many consumers buy product because of attractive advertisement However, after using it, they realize that the actual product is completely different from what they watch on the advertisement Therefore, buyers lose their trust on the products appeared in the advertisements The company's image is badly influenced as well Advertisement did not bring the high effectiveness, example: banner, poster, etc Because readers tend to be suspicious of information written on it Moreover, it pollutes the environment A lot of posters are stuck on the public places' wall or even on the trees The leaflets which are distributed to walking people are probably thrown on the road right after people reading it The company has to spend a large amount of money on advertising on tv or newspapers In order to impress the viewers, which could lead to high cost Beside, in order to attract the viewers, some companies invite famous people to represent their products Some of them are not suitable for Vietnamese culture or some are difficult to understand Those are worldwide advertisements of which massage from other country to Vietnam that aren't changed to be suitable for Vietnamese culture so it makes mistake and cause damages to the company Another reason that the company might not pay much attention to the culture of country where the commercial will be broadcast in Ways to create a good advertisements Advertisement is an important tool to send the messages from businesses to consumers Therefore, creating a good advertisement is the best way approach them A quality ad doesn’t cost much money, it is considered as a successful one when it makes you S.M.I.L.E and causes consumers to buy products: - S – simple: advertisement needs simplicity, just focusing on the highlight of products The other things should be skipped in case it diverts people’s attention - M – memorable: A catchy advertisement is the thing that advertising professionals should care about because people tend to forget plain words and oversimplified pictures - I – interesting: it is necessary that your advertisement has catchy slogan if you want people to remember your product through advertising - L – linked to the brand: advertisement has to connect suitable information with images to highlight product - E – emotional: it’s better when an ad expresses emotion, which make people impressed and easier to remember Moreover, they may share their feeling about that advertisement to others However, try not to over use emotional element, it may spoil your advertisement One thing to remember when creating advertisement is that it must be suitable for the targeted market’s culture In Vietnam, advertisements that can develop our traditional culture are highly welcomed, the rest are boycotted or soon forgotten Example Fami’s Asvertising: ” Nhà nơi 2015” https://www.youtube.com/watch?v=nmIM-qlrPfQ 5.1 Advantages of “ Nhà nơi 2015 “ The ideal was created by celebration of Vietnamese Family Day Fami pushing a new campaign “ Nhà nơi” The people think and feel about family differently Therefore the campaign doesn’t force and constrain Those Who have to follow it’s definition ‘ Family’ MV, It was contributed anf attended by most famous of singers and actors such as: Issac, Hoang Bach, Cam Ly… It appealed a lot of audiences MV’s content have tended to all ages and everyone The lyric of song easy to hear and remember Sound and image effect were attractive MV was very successful to make each member of the family happiness and relationship When you watch the MV, you will sure think about your family to make you expression about this special MV 5.2 Disadvantages of “ Nhà nơi 2015 “ The “Home is…” campaign of Fami has been not only a lot of advantages but also many disadvantages There are: The “Home is…” broadcasted on television, on internet or newspapers and magazine In the “Home is…” campaign, famous artist were chosen to their representatives In fact that Fami spent large advertising budget for this campaign though their targeted customers could uncertainly know it If customers don’t know this campaign, they will not understand what the campaign want to convey messages of happiness Some people made rude or spam comments in the Fami’s website of campaign which made someone else confused Fami should have online support team to evaluate content III Conclusion Despite some downsides of advertisement, we cannot deny its importance It can bring some benefits and promote competitiveness to companies if they can make use of it to promote products and their images as well In contrast, the images of companies can be easily destroy by a misleading advertisement