BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC THƯƠNG MẠI

BÀI THẢO LUẬN

CHỦ ĐỀ:
ADVERTISING

Giảng viên giảng dạy: Đỗ Diệp Linh

Lớp học phần: 232_ENTI1012_45
Nhóm thực hiện: 9

Hà Nội, 15 tháng 03 năm 2024

 Table of Contents
I. INTRODUCTION..............................................................................................................4
A. Overview of advertising:..........................................................................................4
B. Purpose and structure of the project:........................................................................4
II. Channels of Advertising:...................................................................................................4
A. Traditional Advertising Channels:.........................................................................4
1. TV Commercials:.............................................................................................4
2. Radio Advertising:...........................................................................................5
3. Print Advertising:.............................................................................................5
B. Digital Advertising Channels:..................................................................................5
1. Social Media:...................................................................................................5
2. Search Engine Marketing:...............................................................................6
III. Aims of Advertising.........................................................................................................7
A. Brand Awareness, Product Recognition:...............................................................7
B. Increasing Sales and Revenue:...............................................................................7
C. Shaping Consumer Behavior:................................................................................8
IV. How to Design a Good Advertisement:...........................................................................8
A. Understanding the Target Audience:.....................................................................9
B. Crafting a Clear Message:......................................................................................9
C. Attention-Grabbing Headline or Visual:................................................................9
D. Compelling Visuals or Multimedia Elements:.......................................................9
E. Strong Call to Action (CTA):...............................................................................10
F. Consistency with Brand Identity:.........................................................................10
V. Case Studies of Successful Advertising Campaigns.......................................................10
A. Examples from various industries showcasing effective advertising strategies:
10
B. Analysis of key elements contributing to the success of each campaign:............11
CONCLUSION....................................................................................................................11
A. Summary:.............................................................................................................11
B. Importance:..........................................................................................................11
C. Recommendations:...............................................................................................12
1
 Bảng thành viên và phân công nhiệm vụ:

STT Mã sinh viên Họ và tên Công việc

1 20D280127 Phạm Tuyết Trinh Phần IV
2 20D100409 Nguyễn Đức Trung Phần I
3 20D140227 Nguyễn Đức Trọng Phần mở đầu
4 19D120050 Mai Đức Trọng Phần kết
5 20D110126 Nguyễn Thị Thu Trang Phần II
6 21D280003 Nguyễn Sơn Tùng Phần III + tổng hợp

1
 I. INTRODUCTION
A. Overview of advertising:
Advertising is a strategic communication process used by businesses and
organizations to promote products, services, or ideas to a target audience. It is a
dynamic and multifaceted tool that spans various mediums, including traditional
channels like print, television, and radio, as well as modern digital platforms
such as social media, search engines, and online display advertising.

Advertising is crucial for businesses for several reasons. It boosts brand

visibility, helping companies stand out in crowded markets. It communicates a
brand's unique value proposition, persuading consumers to take action.
Advertising also drives economic growth by stimulating demand and supporting
industries. Moreover, it fosters brand loyalty, encouraging repeat purchases and
long-term customer relationships. Overall, advertising is essential for businesses
to thrive and succeed in today's competitive landscape.

B. Purpose and structure of the project:

Our project contains 4 main parts; including :Channels of Advertising, Aims of
Advertising, How to Design a Good Advertisement and Case Studies of
Successful Advertising Campaigns.

After today's presentation, our team hopes everyone will understand more about
advertising and ways to create a good advertising campaign.

II. Channels of Advertising:

Traditional advertising channels refer to the different media forms that have
been used for decades to promote products or services to customers. These
channels include print media, radio, TV commercials, magazine and newspaper
ads, billboards, and direct mail marketing. While digital advertising has gained
popularity in recent years, traditional advertising channels still play a crucial
role in reaching out to a target market.

A. Traditional Advertising Channels:

1. TV Commercials:
1
 TV commercials are the most well-known traditional advertising technique,
given their wide reach and potential for creating brand awareness. By
advertising on popular TV networks or during high-profile events,
businesses can reach a broad audience and establish their brand in
consumers’ minds.

2. Radio Advertising:

Radio advertising is another traditional advertising technique that allows

businesses to reach local audiences. With radio advertising, businesses can
create a unique and memorable marketing message that will stick with their
target audience. Compared to other advertising channels, radio advertising
is relatively inexpensive, making it a suitable option for small businesses
with a limited budget.

3. Print Advertising:

Among the most popular traditional advertising techniques, print

advertising stands out as an effective way to reach potential customers
through newspapers, magazines, flyers, and brochures. With print
advertising, businesses can tailor their message to specific demographics,
ensuring they reach the right audience. For example, if a company sells
luxury watches, they could place an ad in a high-end fashion magazine to
target affluent consumers.

B. Digital Advertising Channels:

1. Social Media:

Companies use social media advertising to build brand awareness,

improve branding, boost audience engagement, and nurture relationships.

Social media platforms are a critical digital advertising channel for

building customer relationships because your audience naturally shares
their thoughts and feelings. These networks also facilitate constructive

1
 dialogue (sometimes in real-time) between brands and their customers, or
potential customers.

Some of the most popular social media platforms include Facebook,

Twitter, Instagram, LinkedIn, TikTok, and YouTube, each with unique
features and functions. It can be seen that Social Media channels have
changed the way people connect and communicate with each other,
providing a space for people from all over the world to share their
thoughts, opinions and experiences.

2. Search Engine Marketing:

Search engine marketing (SEM) is a digital marketing strategy that

increases the visibility of websites in search engine results pages (SERPs)
using paid advertising. It’s also known as paid search marketing, or pay-
per-click (PPC).

SEM typically involves using paid search advertising campaigns (such as

Google AdWords) to show ads at the top or bottom of the search engine
results pages. These ads are generated by specific keywords related to the
products, services, or content being offered. This strategy is a powerful
method for reaching new customers, driving traffic to your website, and
generating leads.

The importance of Search Engine Marketing:

In today's digital age, the Internet is an endless treasure trove of

knowledge for us. The Internet is like an electronic encyclopedia that is
always with us. When we encounter a difficult question or want to learn
new knowledge, we go online and search for information and receive the
answer right away. We collect information and knowledge from websites
on the internet. And according to the survey, most of us will choose the
websites that appear on the first page. The higher the position, the more
visits and the greater the chance of being clicked.

1
 Search engines, such as Google, have complex algorithms to optimize
and select websites with quality and reputable information to rank them
in the top positions. This is their way to please and keep users coming
back to use their search engine.

Therefore, SEM plays an extremely important role so that your website

can appear in the top suggestions in search engine results pages.

III. Aims of Advertising:

Before carrying out specific advertising strategies and implementing

advertising campaigns, objectives must be set. Without clearly defining
the aims of advertising, it will be hard to attain effective advertising. We
will therefore look at the different potential aims of advertising.

According to Colley, an advertising goal (or objective) is a specific

communication task and achievement level to be accomplished with a
specific audience in a specific period of time.

A. Brand Awareness, Product Recognition:

Advertising helps in introducing a brand or a new product to potential

customers who might not be aware of its existence otherwise. Through
various channels such as TV, radio, print, online, and social media,
advertising creates visibility for the brand or product.

Brands aim to be at the top of consumers' minds when they think about a
particular product or service category. Consistent advertising efforts
create recognition among consumers. When they repeatedly see or hear
about a brand or product, it becomes familiar to them, leading to
increased brand recall. This familiarity often translates into trust, ensuring
it remains a preferred choice when making purchasing decisions, as
consumers tend to prefer products or services from brands they recognize.

Effective advertising can highlight the unique selling propositions (USPs)

of a brand or product, helping it stand out from competitors. By
1
 emphasizing what sets it apart, advertising contributes to shaping the
brand's image in consumers' minds.

B. Increasing Sales and Revenue:

Advertising aims to create demand for products or services by

highlighting their benefits, features, and value propositions. By appealing
to consumers' needs, desires, and aspirations, advertising encourages
them to consider purchasing the advertised products or services.

Advertising often includes promotions, discounts, or special offers to

incentivize immediate action from consumers. These promotional
strategies can create a sense of urgency and motivate consumers to make
a purchase, thereby boosting sales within a specific timeframe.

Ultimately, the primary goal of advertising is to drive sales and generate

revenue for the business. Effective advertising campaigns can lead to
increased foot traffic in stores, higher website visits, and greater
conversion rates, all of which contribute to sales growth.

C. Shaping Consumer Behavior:

Advertising has the power to influence consumer behavior by creating

desire for products or services they may not have previously considered.
Through persuasive messaging and compelling visuals, advertising taps
into consumers' emotions, aspirations, and lifestyle aspirations,
prompting them to make purchasing decisions.

Advertising can also play a role in changing consumers' perceptions

about a brand or product. Whether it's repositioning a brand in the market
or dispelling misconceptions, advertising campaigns can shape how
consumers perceive the value and relevance of a product or service.
In addition to promoting products or services, advertising often educates
consumers about their features, uses, and benefits. By providing relevant
information and addressing consumer needs or pain points, advertising
helps consumers make informed choices, thereby influencing their
behavior.
1
 In conclusion, advertising serves multiple aims, including building brand
awareness, driving sales, and shaping consumer behavior. By effectively
communicating messages to target audiences through various channels,
advertising plays a crucial role in achieving business objectives and
fostering brand growth and success.

IV. How to Design a Good Advertisement:

There are some steps can be taken to improve companies’s advertising

campaign:

A. Understanding the Target Audience:

 Demographic Analysis: Identify the demographics of the target audience,

including age, gender, location, income level, etc.
 Psychographic Analysis: Understand the attitudes, values, interests, and
lifestyles of the target audience.
 Behavior Analysis: Analyze consumer behavior patterns, purchasing
habits, and decision-making processes.

B. Crafting a Clear Message:

 Define the Unique Selling Proposition (USP) or key benefit that sets the
product or service apart from competitors.
 Keep the message concise and easy to understand, avoiding jargon or
complex language.
 Highlight the most important information that will resonate with the
target audience.
 Ensure the message aligns with the overall brand identity and positioning.

C. Attention-Grabbing Headline or Visual:

1
  Headline: Create a headline that immediately grabs the audience's
attention and communicates the main benefit or message.
 Visuals: Choose eye-catching visuals that are relevant to the product or
service and evoke an emotional response from the audience.
 Use of Color and Typography: Utilize colors and typography that stand
out and reinforce the message of the advertisement.
 Incorporate Motion or Interactivity: In digital advertising, consider using
motion graphics or interactive elements to engage the audience further.

D. Strong Call to Action (CTA):

 Clearly prompt your audience to take action, whether it's making a

purchase or visiting your website.
 Make the CTA concise, compelling, and easy to follow.

E. Consistency with Brand Identity:

 Keep your advertisement aligned with your brand's personality, using

consistent colors, fonts, and imagery.
 Reinforce your brand's identity to build recognition and trust with your
audience.

V. Case Studies of Successful Advertising Campaigns:

A. Examples from various industries showcasing effective

advertising strategies:

Under the advertising field, there are two standout examples of successful
campaigns from different industries.

In the 1960s, Volkswagen's "Think Small" campaign revolutionized car

marketing by focusing on the small size and affordable price of the Beetle
model. With simple yet captivating ads, Volkswagen proved they were
1
 not just selling a product but also selling an idea and lifestyle.

Another example is Apple's "Shot on iPhone" campaign. By leveraging

real user images and sharing them on social media platforms, Apple built
a strong community of enthusiasts for their products. This campaign not
only showcased the camera quality of Apple's smartphones but also
fostered positive interactions and created a sense of uniqueness and
community. This helped Apple solidify its position in the market and
attract attention from both competitors and potential customers.

B. Analysis of key elements contributing to the success of each

campaign:

The success of the "Think Small" campaign by Volkswagen stemmed

from its focus on a specific advertising goal: changing consumers'
perceptions about cars by creating a simple, friendly, and lifestyle-
appropriate image. Volkswagen not only introduced its product but also
established an emotional connection with potential customers, building
trust and differentiation from competitors in the industry.

On the other hand, Apple's "Shot on iPhone" campaign succeeded

because it aimed to create a strong community around their product. By
encouraging users to share their real-life photos and incorporating them
into advertising, Apple fostered a sense of participation and uniqueness.
This not only enhanced the product's image but also created a loyal user
community willing to share positive experiences with the world.

Moreover, both campaigns shared common elements contributing to their

success, including creativity in media and messaging, understanding the
target audience, and the ability to generate interaction and engagement
from customers. This underscores the importance of setting clear and
relevant advertising goals, along with developing flexible and innovative
advertising strategies to achieve those goals.

CONCLUSION
A. Summary:
1
 Throughout this project, we've delved into the complexities of
advertisement design, focusing on its visual elements and understanding
of the target audience. We've underscored the important role of effective
brand identity and messages in creating memorable ads.

B. Importance:

Effective advertisement design is pivotal to the success of advertising

campaigns as it directly impacts how consumers perceive brands and
products. A well-designed ad can differentiate a brand, increase brand
awareness, and ultimately drive sales and revenue. Strategic alignment
with the brand's identity is crucial for sustained presence and growth in
competitive markets.

C. Recommendations:

To execute effective advertisement design, advertisers need to conduct

comprehensive market research to understand the needs and preferences
of the target audience. They should craft clear and engaging messages,
strategically use visuals to capture attention and leave a lasting
impression. Testing and evaluating designs through methods like focus
groups or A/B testing are crucial to identifying the most effective
strategies. Additionally, staying updated on emerging design trends
ensures advertisements remain competitive in an evolving advertising
landscape.
Implementing these practices not only optimizes the effectiveness of
advertising campaigns but also achieves the desired advertising
objectives.