Advertising methods of Quang An Investment Cooperation and Trading Limited Company

In a successful business, advertising plays an essential and important role. There are thousands of companies manufacture the same thing and what differentiates their products from each other are the brand names not the actual product. Though advertising does not mean selling of products and services but it helps in increasing your sells. Advertising helps companies to keep the consumers informed about whatever new products or services are available in the market at their disposal. Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. Advertising, in a straight line, increases profit of the companies by escalating its revenue. In order to find out the real situation of advertising in Quang An Investment Cooperation and Trading Limited Company and make a certain contribution to the development of company, studying advertising methods used in company is an useful approach. Besides, I want to become an advertiser in the future. Therefore, I think choosing this topic is useful for my work when I graduate from college. Because it helps me to gain more knowledge about advertising, for example the goal, the media of advertising. This is one of the most important basics for me and my work in the future. I wonder how I can become a good advertiser if I do not have knowledge about advertising. For the above reasons, I have decided to choose the subject “Advertising methods of Quang An Investment Cooperation and Trading Limited Company” as the topic of my assignment. Apart from acknowledgements, table of contents and references, my assignment consists of three sections and three chapters as follows: A. INTRODUCTION B. CONTENTS (It involves three chapters). C. CONCLUSION Chapter 1: Theoretical Background. Chapter 2: Practical Background. It includes two main parts: The general information about Quang An Investment Cooperation and Trading Limited Company and the current situation of advertising in the company. Chapter 3: Proposals and Solutions.

I have written this assignment for nearly two months, and my assignmentwould not have been possible without the help, encouragement and supportfrom a large number of individuals who all deserve my sincerest gratitude andappreciation

First of all, I would like to express my heartfelt gratitude to Ms NguyenThi Loi, the teacher of Vietnam University Of Commerce for her valuableguidance and advice I am indebted to her inspiration, scholarly supervisionand intellectual support throughout the course of writing this report Hercontinual encouragement, careful reading, critical comments and patientguidance made my work more enjoyable and easier

Besides, special words of thank also go to all the teachers of VietnamUniversity Of Commerce, especial the teachers at English Faculty for theirdevoted teaching and for giving me new knowledge and studying methods.Their teaching not only helps me gain knowledge during the four years at thisuniversity but also lays the foundation for me in the future

Also, I would like to take this opportunity to thank to Mr.Nguyen ThanhNam - Director and staff at Quang An Investment Cooperation and TradingLimited Company for providing me much useful information, a goodenvironment and facilities to complete this assignment

Last but not least, my deepest gratitude and appreciation go to myfriends, my classmates and my family Their understanding, support andconstant encouragement gave me a great deal of strength and determinationthat help me during the stressful time of writing this report

Without help of the particular individuals that mentioned above, I wouldface many difficulties while doing this assignment

TABLE OF CONTENTS

A INTRODUCTION 1

1. Reasons for choosing subject 1

2. Purposes and Methods of studying 2

2.1 Purposes of the studying 2

2.2 Methods of the studying 3

B CONTENTS 4

CHAPTER 1: THEORETICAL BACKGROUND 4

1.1 Some definitions of advertising 4

1.2 The goals of advertising 4

1.3 The media of advertising 5

1.3.1 Television advertising 5

1.3.2 Radio advertising 6

1.3.3 Online Advertising 8

1.3.4 Newspaper advertising 9

1.3.5 Magazine advertising 10

1.3.6 Billboard Advertising 11

1.3.7 Direct mail advertising 12

CHAPTER 2: PRACTICAL BACKGROUND 14

2.1 Company overview 14

2.1.1 The establishment and development of Quang An Investment Cooperation and Trading Limited Company 14

2.2 The current situation of advertising in Quang An Investment Cooperation and Trading Limited Company 18

2.2.1 The methods of advertising used in Quang An Investment Cooperation and Trading Limited Company 18

2.2.2 The advantages and disadvantages of each form 24

2.2.3 Remarks on advertising in Quang An Investment Cooperation and Trading Limited Company 31

2.2.4 Future plan 31

CHAPTER 3: PROPOSALS AND SOLUTIONS 32

3.1 Proposals 32

3.2 Solutions 32

C CONCLUSIONS 34 REFERENCES:

A INTRODUCTION

1 Reasons for choosing subject

In a successful business, advertising plays an essential and importantrole There are thousands of companies manufacture the same thing and whatdifferentiates their products from each other are the brand names not the actualproduct Though advertising does not mean selling of products and services but

it helps in increasing your sells Advertising helps companies to keep theconsumers informed about whatever new products or services are available inthe market at their disposal Advertising can be used to create brand awareness

in general public and to make business more popular within the circle ofpotential buyers Advertising, in a straight line, increases profit of thecompanies by escalating its revenue

In order to find out the real situation of advertising in Quang AnInvestment Cooperation and Trading Limited Company and make a certaincontribution to the development of company, studying advertising methodsused in company is an useful approach

Besides, I want to become an advertiser in the future Therefore, I thinkchoosing this topic is useful for my work when I graduate from college.Because it helps me to gain more knowledge about advertising, for example thegoal, the media of advertising This is one of the most important basics for meand my work in the future I wonder how I can become a good advertiser if I donot have knowledge about advertising

For the above reasons, I have decided to choose the subject “Advertisingmethods of Quang An Investment Cooperation and Trading Limited Company”

as the topic of my assignment

Apart from acknowledgements, table of contents and references, myassignment consists of three sections and three chapters as follows:

A INTRODUCTION

B CONTENTS (It involves three chapters)

C CONCLUSION

Chapter 1: Theoretical Background

Chapter 2: Practical Background It includes two main parts: The generalinformation about Quang An Investment Cooperation and Trading LimitedCompany and the current situation of advertising in the company

Chapter 3: Proposals and Solutions

2 Purposes and Methods of study

2.1 Purposes of study

My purposes when study this report are to systematize theory relating

on advertising of Quang An Investment Cooperation and Trading LimitedCompany and to evaluate quality of work performance to determine actualsituation about skills, knowledge and attitudes of the staff of the company

The second, my aims are to define the specific gaps between currentsituation and future requirement as well as find out problems of situation ofadvertising in the company

Furthermore, writing this assignment also gives me a chance topractise and improve four English skills Reading, Writing, Listening andSpeaking, especially Writing skill which was very useful for my work.

In addition, I would like to gain real experience and opportunity toenlarge my knowledge about advertising, especially advertising methodsused in Quang An Investment Cooperation and Trading Limited Company

Moreover, I study this subject to know how to form a advertising planand how to advertise effectively It is really necessary for my work

Last but not least, I can propose some appropriate recommendationfor improving and developing adverting activities in the company throughthis assignment

Besides, I have also collected information through report ofAdvertising Department of the company and on internet, newspapers, leaflet,books, etc

B CONTENTS

CHAPTER 1: THEORETICAL BACKGROUND

1.1. Some definitions of advertising

According to Bovee (1992, p.7);

“Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

Will Rogers also (1987, P.69) said:

“Advertising is the art of convincing people to spend money they don't have for something they don't need”.

1.2 The goals of advertising

There are various aims of advertising but the primary aim is to attractthe sales for the company

The first aim of advertising is to enhance the visibility of the productsand services among the consumers In other words, advertising is aimed toincrease the awareness of the customers

One of the most important aims of advertising is to convinces customersthat products or service of your company are right for their needs

Advertising also plays an important role to builds and enhances the image

of the company in the market Through advertising the company can build theimage which it wants to make in the minds of the people

Last but not least, it makes customers take the next step (ask for moreinformation, request a sample, place an order, and so on) and draws customers

to your business

In fact, the ultimate aim of any companies is to enhance its profitabilityand it is only possible when the company may attract more sales Therefore,nowadays, companies spend a huge amount of their budgets on advertising andpromotional strategies

1.3 The media of advertising

Advertising has become an essential part of the business world If youhave a good product or an efficient service to offer, you need to master theart of selling it! Different methods of advertising exist, and some businessesuse all approaches, while others may use only one Advertising persuadesmembers of a particular market to take some forms of action, such as buying

a product or service There are many ways to spread an advertising message

on the duration of the advertisement, the time of broadcast (prime time/peaktime), and of course the popularity of the television channel on which theadvertisement is going to be broadcasted Although this medium has theability to reach a high number of potential buyers, it is also one of the mostcostly forms of advertising For example, one 30-

second Television commercial during the Super Bowl cost about $3 million

in 2009

An advertisement on Television of Heineken Beer with slogan “It could be only Heineken”.

Infomercials are another form of television advertising Theinfomercial is different than a commercial because it is longer, includesmore product information, and has more of a personal tone Although theyare also costly to produce, infomercials are highly effective in creatingimpulse buys because of their demonstrative and persuasive nature

1.3.2 Radio advertising

Radio advertising is one of the most effective ways to promote amessage or product It works the same as television advertising in thatbusinesses pay for spots Radio advertising usually relies on popular slogans

to promote products or services Many consumers will recognize a productdue to a slogan that a company has coined The radio might have lost itscharm owing to the new age media however the radio remains to be thechoice of small-scale advertisers The radio jingles have been very popularadvertising media and have a large impact on the audience, which is evident

in the fact that many people still remember and enjoy the popular radiojingles

1.3.3 Online Advertising

Online advertising is an increasingly popular method for promoting abusiness There are many forms of online advertising Banner advertisingsare image advertisings displayed on web pages Google Advertising Words

is another popular form of online advertising that matches an advertising to

an Internet user's search inquiry Social network marketing has been thefastest-growing form of online advertising This includes using sites likeFace book, Twitter, and Linked In to promote a product or service Manysocial networks have advertising available, such as Face book Advertisings

1.3.4 Newspaper advertising

Newspapers can be delivered to your home or online Types ofadvertisings in newspapers vary Classified advertisings can advertise jobs,sales or business promotions Some advertisings include coupons for grocerystores or businesses that offer discounts, and some may promote buy-one-get-one deals Sales inserts provide opportunities to push sales or clearanceitems and entice consumers to visit the advertiser's place of business or to try

a new product

1.3.5 Magazine advertising

Magazines advertising can get quite expensive Find out if there is amagazine that focuses on your particular industry If there is one, then themagazine can be very useful because it already focuses on your market andpotential customers Consider placing an ad or writing a short article for themagazine Contact a reporter to introduce yourself Reporters are often onthe look out for new stories and sources from which to collect quotes.

1.3.6 Billboard Advertising

A billboard is a large outdoor advertising structure (a billing board),typically found in high traffic areas such as alongside busy roads Billboardspresent large advertisements to passing pedestrians and drivers Typicallyshowing large, ostensibly witty slogans, and distinctive visuals, billboardsare highly visible in the top designated market areas Bulletins are thelargest, most impactful standard-size billboards Located primarily on majorhighways, expressways or principal arterials, they command high-densityconsumer exposure (mostly to vehicular traffic) Bulletins afford greatestvisibility due not

only to their size, but because they allow creative "customizing" throughextensions and embellishments.

1.3.7 Direct mail advertising

Direct mail is a common form of direct marketing, and may beemployed by for-profit businesses, charities and other non-profits, politicalcampaigns, and other organizations Advertisers often refine direct mailpractices into targeted mailing, in which mail is sent out following databaseanalysis to select recipients considered most likely to respond positively Forexample a person who has

demonstrated an interest in golf may receive direct mail for golf relatedproducts or perhaps for goods and services that are appropriate for golfers This use of database analysis is a type of database marketing Alternatively,unaddressed direct mail may be sent on a neighborhood – by –neighborhoodbasis Whether at the individual or neighborhood level, direct mailmarketing allows recipients to be targeted, attempting to match thedemographic profile of the recipients to one most closely matching that oflikely customers Individually targeted direct mail may be tailored based onprevious transactions and gathered data.

CHAPTER 2: PRACTICAL BACKGROUND

2.1 Company overview

2.1.1 The establishment and development and of Quang An Investment Cooperation and Trading Limited Company.

Name: QUANG AN INVESTMENT COOPERATION AND TRADING

LIMITED COMPANY

Transaction name: QAINCOTRA

Head Office : Quan Hoa Ward, Cau Giay District, Ha Noi, Viet Nam

150 people; fully equipped for the executive guest requiring the mostmodern conference equipment and administrative services – such as OHP,LCD projector, fax, personal computers and secretarial and translationsupport

After 10 years of establishment and development, at the moment,Quang An Investment Cooperation and Trading Limited Company has 4branches in Ha Noi, Hai Phong, Da Nang and Ho Chi Minh City and onehotel in Ha Long City with total 350 staff With the determination of the

board of directors and the whole staff of the company, Quang An InvestmentCooperation and Trading

Limited Company has already established good, reliable business relationswith many banks; foreign partners in China, Japan and domestic partners, forexample Vietnam Bank of Agriculture and Rural Development, Bank forInvestment and Development of Vietnam, Van Chai Resort, VINCON Landand Finance Investment Joint Stock Company, etc

Success after success without ending of projects at Quang AnInvestment Cooperation and Trading Limited Company, it shows thecreative and hard-working manner of an active boss who is also the Director

- Nguyen Thanh Nam, accompanied by enthusiastic, experienced anddynamic staff The company always proud of flexible service designed toprovide the best values for the customers

Next year, the company will focus on expand branches into otherprovinces in the country Moreover, it will also improve quality of services

to the consumers and train new employees

Golden Halong Hotel

Address: Bai Chay Ward, Halong City, Quang Ninh Province, VietnamTel: (84-33) 3511089/3511098, Fax: (84-33) 3647556,

Email: goldenhalonghotel@gmail.com or info@goldenhalonghotel.com