MINISTRY OF EDUCATION AND TRAINING

THUONG MAI UNIVERSITY

ENGLISH MAJOR
----------

DISCUSSION
TOPIC: Advertising

Subject : English for Specific Purposes 2

Class ID : 2251ENTI1012
Lecturer : Do Diep Linh
Group : 03

HaNoi, April 2022

THE LIST OF MEMBERS ATTENDING
No Student ID Full Name Note
19 Trần Thu Hương
20 Nguyễn Đức Huy
21 Nguyễn Thị Thanh Huyền Group leader
22 Nguyễn Thị Liên
23 Tô Nguyệt Linh
24 Bạch Hải Long
25 Nguyễn Thị Lý
26 Nguyễn Thị Mơ
27 Nguyễn Hà My
 TABLE OF CONTENTS

I. Introduction..............................................................................................................1

II. Advertising..............................................................................................................1

1. Advertising concept........................................................................................1

2. Purpose of advertising....................................................................................1

Basic purposes of advertisements:.............................................................................1

1) Online Advertising..............................................................................................2

2) Television Ads......................................................................................................3

3) Ads in Theatres....................................................................................................3

4) Product Placement..............................................................................................3

5) Radio.................................................................................................................... 3

6) Print...................................................................................................................... 4

A) Magazine advertising.....................................................................................4

B) Brochures or handouts...................................................................................4

C)  Newspaper.....................................................................................................4

7) Outdoor................................................................................................................ 5

8) Global................................................................................................................... 5

9) Outdoor Blank Space Advertising.....................................................................5

10) Online E-mailers................................................................................................5

IV. Conclusion............................................................................................................ 10
 Advertising & How to Advertise on Tiktok

I. Introduction
Advertising is a cost-loss communication activity based on a non-personal,
intermediate means to advertise, offer, or offer an opinion, product or service, access
to a lead segment, identified by an advertiser. This is one of the most useful forms of
tool ownership in Advertising. The goal of this form is to give customers the messages
that the business wants to deliver. The message here is basically that products'
different values are repeatedly repeated at high frequencies in the media (newspapers,
radio, TV, Billboard, etc.) in order to get the attention of consumers, going into their
minds and buying the product.
There are many social media platforms out there to help market your business. While
these platforms have similar features, they are different in several ways. TikTok is one
platform receiving a lot of attention lately. TikTok has been named as the fastest
growing social media platform of all time, making the shortlist as one of the most
downloaded apps globally for the past some years.
II. Advertising
2.1 Advertising concept
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to
inform or influence people who receive them, as defined by the Advertising
Association of the UK.
Basic purposes of advertisements:

Awareness;
Reminder to use;
Changing belief about the brand;
To assist salesmen in marketing products;
Generating direct sales;
Building the company’s image.

2.2 Purpose of advertising

2.1. To directly promote consumer purchasing behavior

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2.2. To entice customers to learn more about the product.
Sometimes, businesses cannot expect consumers to buy immediately after seeing an
advertisement for a product. They need more information, product reviews, and some
other form of referral before making a purchase decision. Although advertisements
cannot directly promote consumer buying behavior, they can arouse consumers'
curiosity and interest in products, leading to consumers actively researching and, after
finding satisfaction, buying the company's products.
2.3. Make a connection between products and needs.

1) Online Advertising
Online advertisings or digital advertisings as a form in which the message is
conveyed via the internet. For every website ads are a major source of revenue.
Advertising online has become very popular in the last decade and has surpassed the
expectations of most of the advertising experts. 60% revenue of Google is generated
from ads and the same goes for Facebook.
Online advertising has become so effective that a particular ad can be targeted to a
specific person of a specific age or a specific location at a specific time. In terms of
pricing, advertising online is very cheap compared to all other forms of advertising.
The major disadvantage of online advertising is at times people do not click on the ads
and the message does not reach the targeted audience. Also setting up online requires
technical expertise which may not be possible for everyone. Digital Advertising and
Online Advertising is one of the fastest growing types of Advertising.
Ads on youtube, Facebook Ads, Ads displayed on Google search results page are an
example of Online Advertising.
SMS marketing is the major source of mobile advertising. Users are informed about
the product or service in 160 or fewer characters. This was when the internet was not
available on mobile phones. Once mobile phones got access to the internet all internet

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advertising flowed to mobile and experts suggest that mobile advertising will be the
only major advertising strategy for almost every company in near future.
The reach from mobile advertising is fast personalized and effective and just like
online advertising it comes for a very little cost. The difference between online ads and
mobile advertising is that online ads can be accessed from any device like computer or
laptops, mobile advertising is only via mobile.
2) Television Ads
About a decade ago television was the most popular form of advertising. Events like
the super bowl, international cricket games, Olympics where the top attractions for
advertisers to advertise about their products. To some extent, it still is effective for
most advertisers but with the advent of online streaming of television on mobiles,
marketers have now moved from television to online as their preferred advertising
medium.
Another form of television and infomercial. An infomercial is a specially designed
advertisement for information and awareness of the public. The term information
comes from the combination of words information and commercial. Ads of almost all
products are shown on television. Although it is costly, Television Ads are till date one
of the best type of advertising and have the most fantastic reach for a large audience.
3) Ads in Theatres
The advertisements in movie theaters before all the movies start or during the
intimation are called movie ads. These are one of the costliest forms of advertising
since people cannot skip it, change the channel or move away. Many of the companies
have started opting for movie ads since it ensures that the entire message reaches the
audience and unlike online advertising, the audience cannot interfere till the
advertisement is over. Movie ads are different from placement ads.
4) Product Placement
Product placement is called covert advertising wherein a product is quietly embedded
in the entertainment media. Most of the time there is no mention of the product
although the audience sees the product. Movies are the major places where product
placement is done.
There could be a few TV shows where product placement has been used but the
effectiveness is observed more in movies than TV shows.
Will Smith is seen playing with his Converse shoes in the movie I Robot. Several
brands of beer are advertised in How I met your Mother. In popular shows like Family
Guy, humorous advertisements are placed all over the TV shows like Red Bull, Sony,
Apple, Microsoft, Samsung and many more.
With so many people subscribing to Netflix and Amazon prime, Product placement is
increasingly being used and is one of the popular Types of advertisement.
5) Radio
Radio advertisements are the ones that are broadcast through radio waves and heard on
radios all over the place. These mostly consist of audible advertisements or jingles.
While some consider this to be an ineffective form of advertising there are still many
followers who listen to the radio every morning.

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Advertisements for almost every product can be found on the radio. Every single
feature and benefit of the product has to be explained on the radio, unlike other sources
where the customer can see the product for inside.
6) Print

Printing is the slowly decreasing form of advertising. There were days before the
evolution of television when printing was a major source of advertising and considered
to be one of the most effective media. But since the explosion of television usage, print
advertisements have taken a backseat.
The main disadvantage of print advertising is the shelf life of the ads is short .
However, because its reach is solid, Print advertising is one of the most expensive and
most effective types of advertising. Following are the few Print Types of Advertising:
A) Magazine advertising
These are also known as periodical advertisements in which a weekly fortnightly or
monthly magazine are used for advertising. Ads are printed in the corners or on the
entire page of the magazine and sometimes even an extra page might be inserted
simply for advertising. Ads are categorized and segregated according to the magazine
category for example business magazines will feature ads from Rolex watches, while
entertainment magazines will feature ads from high branded apparels.
B) Brochures or handouts
Brochures are specific advertising materials used to promote a particular product
usually given at a point of sale are handed out at different locations. Brochure
advertisements do not use any base like magazine advertising and are independent.
C)  Newspaper
Newspapers display a huge number of ads in them, right from matrimonial services to
job hunting, to the notifications and circulars from the Governments. Newspapers were
an extremely popular form of advertising in the early 20th century and to some extent
it still is. But with the advent of the Internet and digital advertising newspapers have
moved to tablet pcs and that is where the advertisements are now being displayed.
7) Outdoor

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Outdoor adv. consists of displaying large posters banners or hoardings with the
advertisement. These are displayed on the side of the road, on the glass of large
buildings, or on specifically targeted places that have huge inflow from the public.
While earlier printed ads were used for outdoor advertising recently, they have been
replaced by digital boards. These boards display the advertising without the hassle of
getting ads printed.
8) Global
Google advertising is more of a strategy than the type of advertising but some have
classified these as a separate type of advertising. In Global Advertising, a single Ad
runs throughout all the countries where the product is present, irrespective of the
audience and their language. Apple ads are known to be the most effective global ads.
They also are known for not endorsing any celebrities to promote the product. The ads
are homogeneous and run through the entire world in English.
9) Outdoor Blank Space Advertising
It is a newer form of advertising which ensures a large reach of audience. Occupying
the empty spaces for advertisements is known as space advertising. Examples include
the spaces of metros, buses, cabs, flight seats & movie theater seats (where advertising
is done on the removable seat covers) etc. Since a huge number of people use these
facilities and they have a long shelf life, they have proved very effective.
10) Online E-mailers
While some have classified this under internet advertising E-mailers have gained a
separate category owing to the fact of personalization. The emails sent from
companies have a personalized message including a personalized greeting makes E-
mailers more effective than most forms of advertising. Companies work hard so that
mail reaches the inbox of the customer rather than junk mail and thousands of dollars
are spent to ensure that.
 III. Tik tok
3.1. Concept
TikTok is a social networking platform that allows users to create short videos with
unique and creative content. The way Tik Tok social network works is quite simple,
but the difference of this application is its unique video editing features and a huge
treasure of free music so that users can unleash their creativity. Create the most
impressive videos. It also allows people to create TikTok ads with music or creativity.
This is also considered a great social network for advertising.
TikTok advertising is a form of using TikTok social network to carry out marketing
campaigns, advertising campaigns to expand brands or sell. With the short video
sharing feature, accompanied by a copyrighted music store full of the latest songs,
unique effects for you to unleash your creativity, making TikTok videos convey the
fastest to viewers features of the product, making viewers immediately pay attention to
the advertised product. From there, customers who are interested in the product will
find the sales page you want, it can be your website, or other e-commerce sites like
Shopee, Tiki, Lazada, Facebook,…
3.2. Types of advertising on Tiktok

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 1. Brand takeover
Brand Takeover Ads appear upon opening the app — presenting a full-screen video to
your targeted audience. Because you can place your message immediately in front of
your target audience, they're one of TikTok Ad's greatest options for providing mass
awareness and driving direct sales.
Not only do these adverts appear as soon as consumers open TikTok, but they can also
appear as still photos, GIFs, or videos on the For You tab, with a clickable link leading
to a landing page or a Hashtag Challenge within TikTok.
TikTok ensures that users don't see more than one Brand Takeover per day because
Brand Takeover Ads are limited to their category. You may expect a lot of glances at
your content with Brand Takeover Ads because there will be less competition.
If you’re just starting out with TikTok Ads, Brand Takeovers may not be your first
choice. Because, while super effective, Brand Takeovers do come at a high cost.
They're a terrific alternative for fast growth and targeting a wide group of TikTok
users if you're a larger brand with a large marketing budget.
1. Topview
TopView Ads are a new ad format that builds on the success of Brand
Takeovers.TopView Ads differ from Branded Takeover Ads in that users aren't
inundated with an ad as soon as they open the app; instead, TopView Ads appear as
the first in-feed post after 3 seconds. After three seconds, the consumer can click "Skip
ad." Your commercial, like any other video in the news feed, can be skipped in a
matter of seconds. To effectively leverage this form, the brand must start from the
'climax' in the first 2-3 seconds to keep people watching full ads. 
It shows up at the top of the For You page, TikTok’s most premium real estate, with
up to 60-seconds of full-screen video with auto-play and sound.
TopView is 100% visible and guarantees millions of views in 24 hours. From there, it
delivers superior brand awareness and engagement results. Therefore, businesses that
want to run this form must have a very high advertising budget.
1. Branded hashtag challenge
TikTok's branded hashtag challenges are a one-of-a-kind advertising opportunity.
Branded Hashtags Challenges, like normal hashtag trends and challenges on TikTok,
provide both organic and sponsored chances for marketers. They're an excellent
approach to promoting user-generated content while also increasing brand recognition.
When a user clicks on a sponsored hashtag, they’re taken to a landing page on TikTok
with the brand logo, a link to their website, a brief description of the challenge, and
popular videos using the hashtag.
Businesses can partner with Influencers to increase the virality of Challenge videos
and brands. However, this is one of the forms of TikTok advertising that needs a high
budget and can incur costs.
1. Branded effects

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TikTok now offers branded shareable stickers, AR filters, and lenses in their
advertising mix. TikTok's branded effects, similar to Snapchat's branded lenses, allow
advertisers to create their own distinctive filters on the platform.
Branded Effects can be live for up to 10 days at a time and are an awesome way to
encourage users to directly interact with your brand
3.3. How to have a good advertise on tiktok
1. Appealing advertisement title
In fact, the ad's headline content affects over 70% of its performance. The headline of
the ad must be excellent and attract readers and viewers at first sight. You need to
know about your customers. What do they ask for? What do they like and despise?
This is a really necessary thing for every promotional video on Tiktok if you don't
want viewers to flip through it quickly.
2. Tailor content to the emotions of your customers.
Starting your ad with a powerful visual or a compelling story can instantly bridge the
gap between buyers and sellers because it's personal and dramatic, which in turn can
have an impact. directly into the mind of the customer. Use Tiktok as a social network
to reach customers in creative ways to create unique, high-impact material to promote
trade shows targeting multiple customer segments.
A good emotional score is essential for a successful commercial. As a result, when
developing advertising content, you must consider two factors: the desire to have and
the desire to be. The desire to have is for profit, pride, comfort, and recognition,
among other things, but the desire to be is for happiness, love, safety, peace of mind,
and confidence, among other things.
3. Keep the video brief and to the point.
Viewers will be overwhelmed with ads and newsfeeds filled with content, meaning
their patience is being interrupted. Think of Tiktok ads as your best form of "elevator
pitch." You have less than 60 seconds, or even less, to deliver your own message.
We've found that videos that are 10–25 seconds long have higher engagement than
other videos. One tip to keep in mind here is to stay focused and quickly grab the
viewer's attention.
4. Research current trends
Take the time to tailor your ads to the latest trends, be it music, effects, dance or
challenges. This will give you more chances to create attention-grabbing ads that will
outperform your competition. Which brand will appeal to your audience? The newest
viral challenge? Dive into the platform and learn more, and use your uniqueness to
target and create the best user experience possible. From there, Tiktok advertising will
become an effective marketing tactic for your store.
5. Collaborate with influencers

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Working with influencers on tiktok is a great way for businesses to promote their
products, especially brands with few followers. Tiktok helps businesses connect with
influencers so you can find the best rep for your product. You probably know Pham
Vinh, a tiktoker with a natural and witty acting style in humorous folk stories. Many
brands have booked him to advertise their products. His intelligence and influence
have created unique promotional videos with hundreds of thousands of views, both
promoting the brand and creating laughter for everyone.
6. In the advertisement, mention your information
Consumers often emulate characters in advertising. Therefore, you should create
compelling material and carefully include your own information. The best method for
promoting is to not be afraid to reveal that information while creating your copy so
that people know the real you, trust you, and believe the products you promote.
3.4. Advantages
• Reach a large and interactive customer audience

The TikTok app has been downloaded more than 2 million times globally. And
TikTok's growth shows no sign of slowing down.
And importantly, no matter how large the number of users. The data recording and
confirming the work on this platform is extremely positive. The youngest audience
group (about 4 to 15 years old), spends about 80 minutes/day on TikTok. Almost the
same as YouTube's engagement time metrics, also with similar demographics. And on
average, TikTok users open this app up to 8 times a day.
So it can be said that the target audience will be extremely large. Customer interaction
on the application is also high. This is a favorable condition for advertising on Tiktok.
Tik Tok has a high level of engagement, people visit the application many times per
day. This makes it more likely that people will see and interact with the ad content. It
also makes it more likely that people will search for more information about your
brand. This may include customers visiting Google and searching for your website
• Spillover effect
Tik Tok ads are created from videos that are 3 - 15 seconds long, have a quick and
direct impact on user perception. Videos often have attractive and impressive ideas
that will create a trend that is widely spread.
The large number of users along with the ability to easily share videos on other social
networking sites make the Tik Tok advertising campaign easy to spread and the
influence of the brand is also likely to grow widely.
Leveraging TikTok Influencer to promote brands is an effective strategy to help
products reach a large number of potential customers.
• Easily track the analyzed indicators on Tik Tok

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TikTok Analytics metrics allow TikTok Influencer to track Followers count, Profile
views, types of traffic sources to posts,...
Low TikTok advertising costs
Because TikTok is a very new advertising platform in Vietnam, the competition is
low. Advertising fees have not been pushed up as high as Facebook, Youtube or
instagram social networks. So the cost to spend will not be too expensive but still
ensure efficiency.
•TikTok ads can target international customers
TikTok has an extremely diverse user base. Coming from many so around the world.
In which, India has the largest number of TikTok users. (Excluding the Douyin
version, only circulated in China). Many other countries such as Russia, Mexico, and
Pakistan also have tens of millions of users.
In total, the software is available in 141 countries and is available in 39 different
languages worldwide.
3.5 disadvantages
Because TikTok's user base is still quite young, the products that can be traded on this
platform are not as diverse as Facebook's. Suitable for products that are trending or
value is not too high (under VND 500,000).
TikTok values the creativity of content, so it is necessary to invest in making content
really interesting when running ads. A sample of advertising content on TikTok will
have a fairly short life cycle, only 3 days to 2 weeks. If businesses do not have a strong
content creation team, especially short video clip formats, the ability to attract
attention on this platform is very low.
Any advertising platform has pros and cons, but knowing about a new advertising
channel, TikTok, will provide firms additional options when developing a marketing
strategy. Furthermore, given the expanding trend of social networking and the variety
of genres available today, businesses must test and analyze whether social networks
are truly appropriate for the products and services they offer.
Limits on creativity: Tik Tok restricts users' creativity when Tik Tok does not allow
posts with only text or images. That leads to extra time spent developing content that
stands out to your target customers. It can be difficult to get your business message
across in seconds
Compared to other popular online advertising channels such as Facebook Ads, Google
Ads, Zalo Ads, Coc Coc Ads, or Youtube Ads.
Basically, the above advertising channels are in a saturated state, that is, the number of
customers has reached the threshold. However, business people, the number of people
running ads is still increasing, which leads to an increase in advertising prices, a
decrease in the number of customers, and a decrease in advertising effectiveness on
Tiktok.

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Finally, because TikTok has only just started coming to Vietnam, the support and
suitable features for the Vietnamese market are not really much. The target groups that
TikTok can target are quite basic, similar to running ads on Zalo.
IV. Conclusion
While TikTok has its flaws, from its numerous controversies surrounding privacy (a
christening of sorts, in the world of social media) to its censorship issues, from a
marketing standpoint, it appears to have significant merits. While it may not be the
ideal candidate for sales conversions or increasing click-through rates, it has proven
itself to be a great way of engaging users and building a relationship that allows
audiences to begin to peer behind the shiny facades and see a less mercantile, more
relatable, side to the brands and businesses that they know, and maybe even discover
some new ones. Tiktok is a fairly new platform in the advertising market. Because it is
still in its relative infancy, there’s a chance that it will iron out its kinks and change
over time. However, there is no denying the widening appeal of this platform and the
pros that come with advertisingonit.

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