Topic research:

“Customer and Vinamilk

advertisement on TVT3 in
2009”

Student: Ta Hoang Linh

Student’s ID: CQ501481

1
 I. Introduction
1.1 Abstract:
The report contains the investigation of how the two advertisements: 100% fresh milk
and V-fresh affect the customers when they saw them on the VTV3. the research will be
divided in to two parts, the first part is to investigate the preference of customers when
they watch these commercial, the second part is to research the sales of Vinamilk in
2009. I think this way of research will let you see carefully and it is comparative between
the attention of customers on TV advertisement and the change in sales.
1.2 Background:
In the fourth quarter of 2008, the news that spread through the nervousness of the
consumers was about the dairy products made the consumer suspected the quality of
these products.
Firstly, the buyers worried when there was a piece of news mentioned the milk
powder that produced in china has a chemical called Melamine. Some of companies in
China tended to be producing for profit so in order to increase the profit per product,
these companies used the chemical called Melamine. Melamine is extracted from coal,
the industrial chemical commonly used in the manufacture of plastics, fertilizer, fire
resistant fabrics, dyes and household products. Major element in its composition is
nitrogen (up 66%). Although no nutritional value, but it is usually given to raw milk to
increase protein content, by the method of assessment in milk protein content is often
based on the percentage of nitrogen in the product. Experts confirmed the chemical
structure of melamine makes it easy to pass the devices analyzed. When in the body,
melamine causes kidney stones and urinary calcium tube. Thus, the milk powder products
contained melamine as yogurt; ice cream ... can also cause disease. In Viet Nam, after the
news was spread the Ministry of Health had verified all companies, at the end result that
23 brands of dairy products contained Melamine, the echo of the news prolonged till
2009.
Nevertheless, at the same time, in 9th October 2008, the Environmental Police of
Division Police in Tien Giang province give the sample of product of Vinamilk to the lab

2
when heard the feedback of the customer named Nguyen Cong Phuc and result that in the
sample had 7 bacteria and 4 of them were exceed the standard. This news had affected
the Vinamilk image which it was built in the customer thought.
These 2 things were the most affected news during the late 2008 and 2009;
consumer’s choice in 2009 changed much compare with 2008. For example, the
customer’s behavior till 2008 preferred cheap one, buyers tended to buy things without
Realize the quality of dairy products. However, when the scandal of San Lu
Company in China happened, then the Ministry of Health published the list of dairy
brands whose products had Melamine, the habits had changed. Now buyers tend to buy
products with certificated standard quality.
These scandals happened in the late 2008 there is no doubt that in 2009; dairy
companies had to surfer the bad effects. Buyers were so doubtful and suspect the quality
of the product. Customers’ purchase power was decreasing.
Vinamilk, the largest and powerful company in term of dairy products during
2009 had to experience those effects too. And in 2009, Vinamilk presented 2 new types
of dairy products, the first product was “100% fresh milk”, the second one was “vfresh”.
Company knew the difficulties in 2009 so that the promotions of the new products were
extremely necessary because Vinamilk understood very well the effects of advertising on
consumers. The role of a good advertisement is to informing them about product and
services and influencing their attitudes, beliefs, and finally their purchase. This research
follows the idea how customer response to advertisement of Vinamilk about those two
brands name, or how effective these commercials were. The topic of this research is:
“Customer and Vinamilk advertisement on TVT3 in 2009”.
1.3 Rationales
Today, there are mass of advertisements in every channel on TV. Because that
option of advertising is the quickest and easiest way to reach the potential customers. In
order to have the advertisement on TV screen, businesses has to pay VTV3 a lot just for a
30-second advertisement. It is important to business to evaluate the effectiveness of the
advertisement toward the customers. The main purpose of this research is to define the
affections of Vinamilk’s advertising during 2009 toward the buyers. Because of the

3
limitation of knowledge so that this paper will include only two of those advertisements.
They are the advertisement of 100% fresh milk and vfresh’s advertisement
This research was conducted in order to know how effective the Vinamilk’s
advertisements on TV are in the year of many dairy scandals.
1.4 Research question:
1, How did customers response toward Vinamilk’s commercials on VTV3 in
2009?
(In this research question, I only focus on 2 advertisements which have been
recommend in the background part of this report)
2, How did the responses affect Vinamilk sales and market share in 2009?
1.5 Research method:
This research based on two types of data: Primary data and second-hand data.
Primary data use the survey method. The population of this research is the
students from Intake 50 Advance program. The survey questions will be answered by a
population of 56 students. The type of survey question is multiple choice questions.
Surveys spread out are 56 copies of survey questions. Surveys collected are 56 copies.
Survey questions are stored in Appendix part of this report.
Second-hand data are information on the Internet. The address on the Internet of
Vinamilk is http://www.vinamilk.com.vn . Company has very detailed financial
statements since it became Joint Stock Company and listed on the stock market.

II Major finding:
Research question 1: How did customers response toward Vinamilk’s
commercials on VTV3 in 2009?
The commercials this report includes are “100% fresh milk” advertisement and
“vfresh” commercial.
+The advertising is very important and vital part of a successful business.
Advertising can be of any kind, some of the popular forms of advertising are:
Print Media Advertising: This is the advertising in which we promote the business
through Newspapers, Magazines, Journals and books. This advertising covers all of
people who are related directly or indirectly with above said media. This is very popular

4
form of advertising as print media is very important. We can further categorize the print
media (newspapers) into Entertainment, Careers, Classifieds, technology (Computers,
Electronics, defense), Real Estate, Lifestyles, Comics and much more. It also includes
hoardings and banners.
Television: TV is a very popular platform for advertising. It covers nearly all kind
of audience and of all genders.
Internet: The newest and increasingly getting popular form of media is internet.
As it is the widest platform for the advertisers. It covers everything from a needle to a
ship. These days more and more companies are focusing on advertising through internet.
Internet advertising comprises of websites, portals, gadgets, feeds and search engines.
With help of advertising the business firms publicize their businesses to make it
more popular and to create brand awareness. Advertising help them in increasing
revenues which directly increases the profit of the companies. Many companies are
having separate departments for advertising. The function of these departments is to
make plan and make budgets for advertising. Advertising helps in forecasting sales of a
company. If the company spends more on advertising then definitely the people will be
more aware about the brands of the company.
Impact of Television: We live in a culture bombarded with promotional
messages. Studies differ on the number of ads seen by the average American, but
researchers cite from 850 to 3,000 ad messages experienced daily. These messages come
from traditional sources like TV and newspapers but also on coffee cups, bill inserts
catalogs, T-shirts and the like. The competition for the eyes and ears of the American
consumer is fierce. Getting attention fosters the awareness that is the first rung of the
advertising action hierarchy. It is so very critical to creating sales of an advertised
product.
Medium Properties: Television has the properties of sight; sound and motion that
traditionally set it apart from other media such as radio (sound only) or print (sight only).
With its three-pronged assault on its viewer's senses, TV is able to create broad
awareness for a product. Television is considered a mass medium because of the numbers
of people it reaches.

5
 Pervasiveness of TV: National broadcasters like VTV3, VTV2, VTV1 and VTV4
reach more than 87% of households in Vietnam have TV. Television reaches more than
94% of the country's population, a huge potential audience for a television commercial.
But even TV's mass audience gets segmented as viewers fragment along age, gender and
racial groups to watch particular networks, channels and programs.
Effectiveness of TV Ads: The actual impact of an individual television ad
depends on the kind of product being advertised. Some product categories are just
naturally more interesting than others. More important is the creativity of the message
itself.
This is where specialists in television advertising truly earn their paychecks as it is their
job to create ads that break through the clutter of television advertising, get attention, and
communicate its unique selling proposition and so position the product for a sale.
Television advertising has established a pantheon of highly regarded brands and brand
icons like Coca-Cola, Pepsi-cola…
Television Broadcasters: All national broadcasters have affiliated local stations.
Local broadcast stations have some autonomy in program lineup, especially during the
daytime and late-night periods. Local news is the bread and butter of local TV. Local
stations have their own inventories of local ad units for sale and are given a share of some
time slots available in prime-time programming for local ad sales. Buying local ads might
provide a savings over national ad prices in the same TV program.
Cable television advertising brings a new level of audience targeting and cheaper
advertising costs. Cable TV practically invented the long-format commercial known as
Infomercials, which even national broadcasters use to sell available time inventories,
especially late night.
VTV3 a TV channel broadcasts sports information, entertainment and economic
information of Vietnam Television Station. This is a popular TV channels in Vietnam
with the type of program can serve diverse entertainment needs of audiences of all ages.
Although VTV3 hasn’t make any research about viewer rating but it’s obviously that the
rating is very high due to 2 reasons

6
 Firstly, VTV3 is the channel of entertainment, sport, film, talk show, games…

6% Daily
w atchting
14%
4-5 tim es per
w eek
46%
less than 4
tim es per
w eek
34%
never w atch

The pie chart above showed the percentage based on the number of people and
their habit of watching VTV3 clustered in 4 categories: daily watching, 4-5 times per
week, less than 4 times per week and never watch. There is 46% of the research sample
frequently watch this channel which means major of the sample consider VTV3 is their
favorite channel. 34% of them said that the frequency of watching VTV3 is 4-5 times a
week. 14% rarely watch this channel and only 6% never watch VTV3
It is obviously that VTV3 is one of the most successful TV channel in Vietnam.
Broadcasted officially since 31/3/1996, part of VTV (Vietnam Television). Till 2010,
VTV3 is the first choice of every household in this country. The reason is the content of
the channel can satisfy all hobbies of viewers. Children can find their entertaining TV
shows in 4pm to 5pm, it’s just the time children come back home for a long day studying
and at 4 to 5pm is the time for them to relax. For adults, there are many film, TV shows,
games shows, sport… Moreover, the time frame of each show is very fit for the family.
At 7pm, when all members in a family gather together, having dinner is the time for
news, weather forecast. At 8pm, when the dinner is done and family sit together and
watch film.
Golden hour is the term which means a period of time when the number of people
expected to watch the channel is the highest. In 2009, the golden hour is between 8pm
and 9pm. However, the time 7pm to 8pm is often have the same amount of viewers as the

7
golden hour because news of this day would be summarizing at this time. Further more,
advertisements which broadcast at these time also have to paid higher price because the
+ “100% fresh milk” advertisement
Description (Company intention of 100% fresh milk advertisement): The
commercial presents a view of nice and clean green field. Where a class of cows
marching and the slogan of this product appear: “100 percent fresh milk”. The melody
was great and memorable. The image of cute cows impressed the audiences. You can see
for yourself by follow this link: http://www.youtube.com/watch?v=3s1z61vtmo0
In order to be objective we have investigated more and due to the theory in
MKTG (the book for marketing learner), 100% fresh milk ad is categorized in production
advertising; its type was competitive advertising. Firms use this type of advertising to
influence the demand for a specific brand. In this type, the promotion becomes less
informative and appeals more to emotions during this phase. Advertisements may begin
to stress subtle differences between brands, with heavy emphasis on building recall of a
brand name and creating a favorable attitude toward the brand. In this advertisement, the
information in this advertisement was not informed, however, the emotion of this
advertisement was emphasized. In detailed, the joy of drinking Vinamilk’s products
appeared on cows’ face. The competitive thing that against other product is the liquid
milk contain in the box is 100% pure fresh milk. We have heard about two dairy scandals
were the toxicant named melamine in Chinese milk powder and the case of misusing the
term fresh milk. Because of that, was the milk used in liquid milk real fresh milk or not
was the customers’ prior doubt. Vinamilk needed to emphasize the brand Vinamilk in
customers’s mind so that they chose the name of the brand was 100% fresh milk. The
meaning of this was they need the customers knew that their product did not have toxic
substance.
Youtube.com, the popular website for uploading and watching videos and when
the commercial of 100% fresh milk was uploaded, it has reached 447528 views

8
that was a large number and it showed that how popular this commercial was in 2009.
Many television advertisements feature catchy jingles (songs or melodies) or
catch-phrases (slogan) that generate sustained appeal, which may remain in the minds of
television viewers long after the span of the advertising campaign. In order to define
which good advertisement is or what is bad advertisement the target should be focusing
on feedback of TV audience about the melodies and the slogan of an advertisement. For
this purpose of research, in the survey which I have spread I have question 54 individuals
for the melodies and slogan of this advertisement.
The result has been calculated and post on the bar chart below

9
 34
35
30
30 27
25
20
15
9 Feedback about advertisem ent m elody
10
5
0
Very good and Quite good it w as norm al The m elody
m em orable w as bad

The statistic has proved that over 60% of the samples’ answer in this survey
question about the melody in 100% fresh milk advertisement was good. 30% of them
thought it were very good and memorable; nevertheless, 34% of them said that it was
quite good. Dam Thi Thuy Van, student from HAUI (Hanoi University of Industry)
university, when I asked her a question: “how do you feel about this melody?” and she
said: “the melody is very interesting and when they played this commercial on VTV3, I
sang it all days”. However, 27% of them thought the music was normal and only 9% of
them hate it. Some offensive feedback claims that the music was ridiculous with an
image of cows. Other supports the response of nice-catching-song defense that the target
of this advertising was the kids and young customers so that they designed the appeal of
the advertising funny and a litter fiction in this ad. Because of this, they decided the
catching jingle of this advertisement made of the funny melody and it image of the cows
which are look very funny too, they even can talk and sing.
As we have discussed so far, the melody of 100% fresh milk ad had made a great
good impression in the audience heart and that was the first advantage of selling product
because music is the most effective way to impress the audience. But, together with the
music, what can customers see is also affect them. The image of the cows marching and
singing in the intention of Vinamilk was to lay stress on the slogan they need customer
understand. In my investigate, 34% of people like this image, they thought it was creative
and need only 34% of the viewers like this image means 34% of the customers remember
Vinamilk product and that can be concluded in theory the probability that buyers choose
100% fresh milk products will be higher than others brand. In this bar chart below you
will see the preference level of this advertisement’s image where number 1 present
preference at the highest level and 5 is the lowest level

10
 12
5
12
4
preference of
15 3
the image
2
27
1
34

0 10 20 30 40

These numbers are calculated base on the percentage of people who chose each category
of level of preference. People chose level 1 and 2 shows that they really like or this
advertisement’s image left a positive position in customers’ mind and we can conclude
that 61% of the sample like this commercial’s video. Also we can indicate that there are
61% of the people are more likely to buy 100% fresh milk products when they go to a
dairy store. Although there was 12% of the proportion got a bad attitude toward this
image, however, 12% is considering a small number compare with the proportion of
people who interested.
For the first advertisement that I research, my investigation can be concluded the
commercial video that Vinamilk created in order to promote 100% fresh milk is
succeeded in term of making customers remember the brand name of this product.
”Vfresh” commercial:
Description: As we analyze the 100% fresh milk commercial, this type of
commercial was production advertisement, and classified in competitive advertising. The
story in this commercial was the couple, which the male was a chicken and a female was
a duck, they fall in love with each other and stopped by their family. They decided going
to the marsh and suicide with the assistant of the crocodile. But the crocodile was touched
by their love and cry with real tears. And then the slogan appeared, as similar as the
100% fresh milk advertisement, the slogan in this advertisement related to the term real.
To get more detailed, please follow this link: http://www.youtube.com/watch?
v=SV0jOW4ACZo

11
 - Feedback from viewers
- Melodies
Melodies-jingle is the thing that we consider to determine either successful or
unsuccessful of the advertisement. The art of catching audience attention in TV
commercials or radio advertisement are the same, however, in radio they focus on jingle
the most. Jingles are based on the idea of creating an audio-only environment and placing
the listener inside of it. A typical radio spot features a professional voice-over artist
reading descriptive copy over an appropriate bed of background music. Important
information may be repeated several times over the course of the spot, such as contact
phone numbers, addresses, website URLs, or a geographical reference. As one spot of

12
radio advertising ends, another spot begins and the process continues until the program
resumes. We learned here that a good commercial is not necessarily one you'll remember.
It's the one that makes you spend.
Below are some other positive reasons to use radio:
Affordable -- when you compare spot to spot, radio tends to be one of the least expensive
media out there. However, one spot is not going to do it. To reach your target market, you
need to purchase several spots. That's why radio can also turn into one of the more
expensive media.
People tend to buy from people and businesses they know and trust. Hearing your voice
helps them feel as if they know you. These psychological aspects may be another reason
to consider running a few radio ads in local market.
These attributes using radio advertisement somehow right for TV advertising but
some attributes are different. The big difference is, TV advertising using both music and
image to impress the audience, so there no need to remind the viewer the course of the
spot. However, the way of attracting attention of audience for both of the two ways of the
media was nearly alike.
As the first advertisement that I have investigated, this advertisement will have
two aspects to research. The first one was feedback about the jingle of the V-fresh
products; the second was the feedback about the slogan of this brand.
The audio in this advertisement is quite good in my opinion. But the research
show that it wasn’t. The bar chart below shows us feedback of customers about this
advertisement melody and the majority is 49% of the people who asked about this
advertising said the audio was normal. Can we conclude that it was a failure in promotion
of this brand? The answer is not yet; catching jingle is one of the aspects that we need to
consider in determining the success or failure of an advertisement.

13
 49
50
40

30 24
20
20 Feedback about advertisem ent m elody
10 7

0
Very good and Quite good it w as norm al The m elody
m em orable w as bad

- Slogan
Advertising slogans are the most effective means of drawing attention to one or
more aspects of a product or products. Typically they make claims about being the best
quality, the tastiest, cheapest, most nutritious, providing an important benefit or solution,
or being most suitable for the potential customer.
At the start of World War I a famous poster called on young British men to
volunteer and serve their country as expressed by one of Britain's foremost soldiers, Lord
Horatio Kitchener. The famous slogan "Your Country Needs You" was heard around the
world. Still today America uses a variation of this slogan "Uncle Sam needs you", or
"The Army needs you".
Advertising slogans often play a large part in the interplay between rival
companies. An effective slogan usually:
 states the main benefits of the product or brand for the potential user or
buyer
 implies a distinction between it and other company's products
 makes a simple, direct, concise, crisp, and apt statement
 is often witty, if it is required as not all advertising slogans are meant to be
witty
 adopts a distinct personality of its own
 gives a credible impression of a brand or product
 makes the consumer feel good

14
  makes the consumer feel a desire or need
 is hard to forget - it adheres to one's memory (whether one likes it or not)
Advertising slogans are usually written by professional writers. Advertising
slogans are subject to ethical constraints and are often viewed by official bodies, such as
the Advertising Standards Authority in the UK, or the European Advertising Standards
Alliance who claim to have a responsibility to the public good and whose decision
making follows an Advertising Code. Similar organizations exist in Canada, Ireland, New
Zealand, Australia, South Africa, as well as other countries.
The slogan in this advertisement was “truth is best” in the time when consumers’
major doubt and always ask a question: “what was this product I drink of eat is produced
at right standard or not?” This slogan will break this doubt because they promote this
product by it source of production; it was produced by true fruit and true milk, and so that
customers will assure that the things they going to drink is safe and even good for them.
In this situation, the company has made a good slogan because of reasons below:
First, it has stated the main benefits of V-fresh for the potential user or buyer and
the benefit is it the truth and there is no toxic substance use to produce it. Next, it also
implies a distinction between it and other company's products, non of any brand in term
of fruit juice with milk have the same thing that they are promoting this item and it focus
on the production procedure of V-fresh which is follow the standard and no toxicant.
Also, it makes a simple, direct, concise, crisp, and accurate statement. “Truth is best”
only 3 words that indicate the message he company need to deliver to the customers.
Further more, it is often witty, if it is required as not all advertising slogans are meant to
be witty. Nevertheless, it adopts a distinct personality of its own and the distinction was
the quality of V-fresh, it is true fruit, true milk so that the quality is true. Next one, it
gives a credible impression of a brand or product. Finally, it makes the consumer feel
good, makes the consumer feel a desire or need and is hard to forget - it adheres to one's
memory (whether one likes it or not). However, we need to ask the customers in order to
define the last reason.
In purpose of investigate the preference of customers toward this slogan, we have
a question: “did they like this advertisement’s slogan?” the answers were collected and

15
subjected into categories. There are 4 types of preference: really like, like, normal and
dislike

12
dislike
25
preference normal
of sloggan like
27
really like
36

0 10 20 30 40

As the bar chart showed us, 36% of people really like this slogan and only 12% of
them hate it.
In two aspects that we have researched, we can conclude that the V-fresh
advertisement was a good TV advertisement as the 100% fresh milk commercial. But, the
preference of watching the 100% fresh milk advertisement is higher than V-fresh. You
can see the views between 2 advertisement and compare. 100% fresh milk got over
500000 views but V-fresh only got nearly 12000 views.
Research question 2: How did the responses affect Vinamilk sales and market share in
2009?
The sales of Vinamilk have seen a dramatic increase in the year 2009 with the
growth rate of 29% in comparison with the corresponding period last year, of which
the local sales have increased by 35% while the export turnover has slightly
decreased by 0.8% compared with that of the year 2008. From its equitization in
November 2003 to now, the sales of Vinamilk have experienced an average growth
rate of 21%/year. This is the first time total sales of Vinamilk have reached a record
of over VND 10,000 billion and its profit also has got the highest amount ever before.
This is also the first time when Vinamilk has contributed to the State’s budget over
VND 1,000 billion.

16
 In the year 2009, Vinamilk continues to be a leader in the dairy market in
Vietnam. Over time, products of Vinamilk have obtained growing trust and become a
favorite brand of consumers. All the lines of products have experienced an
exceptional and sustainable growth. Total sales reached an increase of 29.3%, of
which local sales seen a growth of 34.6%. The distribution network has been strongly
reinforced and developed. The company has reached targets of both sales volumes
and profits set out by the Shareholder’s Meeting at the beginning of the year. The
broad range of Vinamilk’s dairy products is divided into the 6 groups, in which, four
first groups are the key products lines, contributing over 95% to the total sales of the
Company.
• Group of powdered milk and infant cereals
• Group of condensed milk
• Group of liquid milk
• Group of yogurt, ice-cream and cheeses
• Group of fruit juice, soy-bean milk, and purified water
• Group of Vinamilk coffee
In this report we just need to concentrate on 2 groups which are liquid milk
and fruit juice, soy-bean milk and purified water.
Liquid milk
Liquid milk includes UHT fresh milk and drinking yogurt. This segment of
products is the biggest sales contributor to the local sales of Vinamilk with the
contribution of 34.6% and sales from these products also grew at the rate of 47.8% as
compared with those in 2008. All the liquid milk products are consumed in Vietnam’s
market. The competition in the market segment of liquid milk is highly intensive
since there are many other local involving players, not mention to some UHT milk
product brands imported. In the coming years, liquid milk remains the focus in
Vinamilk’s strategy for development. 100% fresh milk take place in the production
line of this group
Fruit juice, soy-bean milk, purified water
The sales of this group are mostly from fruit juice and soy-bean milk products.
At the end of the year 2009, the company has launched successfully the line of non-

17
 gas beverage products, which are better for health, including marrow squash, orange
smoothie, and strawberry smoothie. Although this group of products makes a small
portion in the company’s total revenues but it offers a great and strong potential for
the company’s development in the coming time. And V-fresh, one of the brands in
this group is estimate to be the potential important product in the future.
The table gives us the comparison between the performance of Vinamilk in 2
years and we can see the rise in gross sale as well as the profit of Vinamilk. In term of
that, the attention of customers in Vinamilk’s products made this rise. And we can
conclude the advertising has made this change.

I believe that Vinamilk has everything needed to bring its goals come true. For
external factors, Vinamilk has a great potential market of nearly 90 million people, 36%
of them are under-14-year old children. The people’s income keeps increasing and they
now pay more attentions to healthy products. Consumers today have trends to use
products of reliable branded and recognized names. And promotion has contributed the
Vinamilk’s today-success especially the promotion of 2 production items. Because of the
attention in company’s product so that gross sales increase. For internal forces, the
internal strengths of Vinamilk line in its realized brands, high-quality products and
favorite from consumers.

III. Conclusion:

18
 These two advertisements which is about promoting 100% fresh milk product and V-
fresh product of Vinamilk have great impression tin customers’ mind. However, the first
commercial I implied has great attention than the second advertisement. But, they both
improving the company’s products and lead to a great rise in selling and profit. The
research has answered two research questions I need to know, first is the two
advertisements had impressed the VTV3 viewers in the positive way. Secondly, the
response of viewers has increase the selling of this two product items and the proved was
the liquid milk had took place as a major focus of Vinamilk and the V-fresh has estimate
as the potential products in the future.

IV. Appendix:
1.1 Chart:

6% Daily
w atchting
14%
4-5 tim es per
w eek
46%
less than 4
tim es per
w eek
34%
never w atch

34
35
30
30 27
25
20
15
9 Feedback about advertisem ent m elody
10
5
0
Very good and Quite good it w as norm al The m elody
m em orable w as bad

19
 12
5
12
4
preference of
15 3
the image
2
27
1
34

0 10 20 30 40

1.2 Survey:

Survey
1. How many hour do you watch VTV3 per day?
o Daily watching

49
50
40

30 24
20
20 Feedback about advertisem ent m elody
10 7

0
Very good and Quite good it w as norm al The m elody
m em orable w as bad

o 4-5 times per week

o Less than 4 times per week
o Never watch
 100% fresh milk advertisement (link to this ads:
http://www.youtube.com/watch?v=3s1z61vtmo0 )
2. Do you like this the melody of this advertisement when you saw on VTV3?
o Really good and memorable

20
 o Quite good
o It was normal
o The melody was bad
3. What is your idea about the image of this advertisement when you saw on VTV3?
Rank from 1 to 5, 1 is the best, 5 is the worst
○ ○ ○ ○ ○
1 2 3 4 5
 V-fresh advertisement (link to this ads: http://www.youtube.com/watch?
v=SV0jOW4ACZo )
4. Do you like this the melody of this advertisement when you saw on VTV3?
o Really good and memorable
o Quite good
o It was normal
o The melody was bad
5. What is your idea about the slogan of this advertisement when you saw on VTV3?
o Really like
o Like
o Normal
o Dislike

V. Reference:
 Charles W. Lamb, Joseph F. Hair, Carl McDaniel. (2007-2008) MKTG
 http://cafef.vn/hose/VNM-cong-ty-co-phan-sua-viet-nam-vinamilk-.chn

21