MKT304 – Integrated Marketing Communications

SU23

ESSAY TEST

Name Nguyễn Lê Nhật Minh Class BA1705

Student Code CS170930 Date

1. What are the tools for IMC? Give an example for each tool (recent IMC
campaigns in Vietnam; pictures are not required). What can help
marketers make informed decisions about what tools they should use
and prioritize?

2. What is the difference between paid, owned, and earned media? What
are the advantages and disadvantages of them?
MKT304 – Integrated Marketing Communications
SU23

1. What are the tools for IMC? Give an example for each tool (recent IMC
campaigns in Vietnam; pictures are not required). What can help
marketers make informed decisions about what tools they should use and
prioritize?
= > IMC includes 6 tools :
- Paid Advertising : is a paid communication act to promote and introduce the brand's
products to convince customers to buy the product.
Example : Yody advertises their new product launch on Instagram.
- Direct Marketing : is a form of using communication to market products directly to

customers for the purpose of increasing sales.

Example : I myself often receive emails from Binance, talking about stocks that may
increase in the near future to encourage customers to invest in that stock.
- Promotion : Marketing activities that promote incentives for the sales force,
distributors or consumers to drive sales.
Example : this is a promotion campaign of Marshall Amplification Vietnam, when you
buy on the same ad you can get a discount code that can be up to 60%.
MKT304 – Integrated Marketing Communications
SU23

- PR :
Example : On May 28, 2022, the tiktoker named Mr. Gia Heo has experienced and
evaluated the Kalite Steam Pro oil-free fryer product of the Kalite brand.

- Personal Selling :
MKT304 – Integrated Marketing Communications
SU23

Example : For example, on June 7, 2021, I contacted the page of FPT Can Tho University
to ask for advice on tuition fees and study conditions. After texting Page my name and

phone number, a call came to answer all my questions.

- Sponsorship : defined as the financial support of a brand, individual, or activity in
exchange for the benefit of promoting the brand. The sponsorship portfolio of brands is
extremely diverse, from events, community programs, art exhibitions, sports events and
media programs for organizations/individuals.
Example : This is a marathon organized by Techcombank Vietnam in 2018 to promote
the brand by organizing community events.
MKT304 – Integrated Marketing Communications
SU23

2. What is the difference between paid, owned, and earned media? What
are the advantages and disadvantages of them?
=>
 Paid media : Owned media includes channels owned by the brand itself, with no
content posting fees. With owned media, the brand has full control over the brand,
the type of content posted, the customer database, the information system without any
constraints. Some examples of owned media include an organization's website, fan
page, instagram account, or mobile app.
- Advantages:
Owned Media helps build relationships and nurture the needs of new and existing
customers. The strength of this form is low risk and long-term benefits. Similar to Paid
Media, content control is also an important benefit of Owned Media. Accordingly, the
content on the website or community can be adjusted flexibly and at no cost. 
MKT304 – Integrated Marketing Communications
SU23

- Disadvantages:
The effectiveness of owned media channels often depends heavily on the brand itself.
If the brand is not strong enough, not known by many people, the amount of reach and
interaction with content posted on owned media is often very modest. This is a significant
disadvantage when the amount of content and the level of competition in the minds of
consumers is increasing.

 Owned media : Paid media are channels that organizations need to pay for if they
want to publish their content Besides the ability to reach a large number of people,
with the development of digital technology, paid media also proves to be outstanding
in select the correct target audience, fit the media plan, and allow advertisers to adjust
the budget as they wish.
-Advantage:
With high coverage, paid media is an effective tool in enhancing brand awareness and
gaining immediate attention. Pald media also has the power to navigate public opinion,
especially when combined with individuals with far-reaching influence.
-Disadvantage:
The cost of paid media is often quite expensive, in many cases, it is also annoying for
the recipient. Compared to owned media, content posting on paid media is often
controlled by more than one party. In addition, the level of competition on paid media is
also increasing with the entry of "great keepers who don't spare money just for
advertising".

 Earned media : Earned media is a form of marketing created by the customers

themselves, the online audience of an e-commerce company, or other third parties. It
helps to promote a brand without any overhead or manpower. Instead, it is shared and
posted by people who like the content or invest in your business.
-Advantage:
Because the information is spread from the customer or a 3rd party, it receives a high
degree of trust. Often described transparently, vividly. Therefore, it greatly influences the
purchasing decision of customers.
-Disadvantage:
It is also because the information is transmitted from customers or 3rd parties, so it is
often difficult for businesses to control, difficult to avoid negative news, it is especially
dangerous because of the large scale of transmission.
MKT304 – Integrated Marketing Communications
SU23