Trên lý thuyết, 80% giá trị của quảng cáo là duy trì nhận thức thương hiệu đối với khách hàng hiện hữu và 20% kích thích khách hàng mới dùng thử sản phẩm. Điều đĩ cũng cĩ nghĩa 80% chi phí quảng cáo của doanh
CASE STUDY 2:
CASE STUDY 2:
Nutifood were asked to perform a milk advertise-ment for the elderly that has shown the emotional ment for the elderly that has shown the emotional care of a child for his parents in an unforgettable way, moving customers’hearts by motherhood, and also telling the product’s value: good for health, but not too expensive.
Creation Director has built a very simple and warmscenario, about a son living far from his mother can- scenario, about a son living far from his mother can- not come home because he is too busy. He calls his mom to say that he will come home next week and send her a can of EnPlus milk. In the coming week, although completely preparing to visit his mom, he is not able to fulfil his wish after a phone of business. He continues sending her another EnPlus milk can, phone her about the missed appointment. The moth- er is really sad and to cry. Accidentally, the son over- looks the courtyard, seeing his little son is talking in a play with his friends the same words as those he said to his mom: “I'm too busy, I'll be back next week. " Such as a burst of emotion, he decides to put the business aside, come to visit his mother with his little son. The ending statement of the advertisement is “EnPlus-diary brand give you all of what you want, just need to add a little bit of your heart”. Several peo- ple touch by this advertisement. The creative that is properly shown would give us a great sublimate value, which is unforgettable but not costly.