Professional Documents
Culture Documents
A.INTRODUCTION
Marketing communication plays significant role in achieving overall marketing
success. People who work in marketing and promotions industry cannot perform well without
clearly understand about it. Besides, clear understanding of advertising-one important part of
the marketing communication can not be ignored. Two main parts of this report are used to
make these points more clearly.
Part one will cover the understanding the scope of marketing communication. Firstly, I
will explain the communication process that applies to advertising and promotion. Then
different parties involved in advertising and promotions industry also are interpreted clearly
through their roles and structures as well as how those parties corporate to each other to have
appreciated campaign. Next, I will assess how promotion is regulated and examine current
trends in advertising and promotion, including the impact of ICT.
In the second part, the understanding the role and importance of advertising is showed
through the explanation of the role of advertising in an integrated promotional strategy for a
business or product as well as the creative aspects of advertising. Besides, branding and how
it is used to strengthen a business or product is also explained. Finally, I will examine ways of
working with advertising agencies.
B.CONTENT
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Sender
Encoding
Message
Decoding
Receiver
Media
Noise
Feedback
Response
channels which are called Media. It is important for the senders to understand clearly about
the purpose of the message before they encode the message through transmitting its meanings
into symbolic forms such as words, sounds, signs, etc. In next step- decoding, the receiver
will convert these symbolic forms into a form that makes sense to him. The advertising is
success only when the message is decoded by the receiver or in other words, the receiver has
to understand the message. Once the message is decoded, receiver will react to it through their
responses. They also can show their respond through feedbacks. It is successful
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Media independents
In-house
Marketing agency
la carte
Client can choose full-service agency- which one provides a complete advertising
services: planning, creating, production, placing and media planning and buying. The full
service also may also provide research services (market research, consumer research), other
communication services such as direct marketing, public relations or sales promotion. In other
hand, different from full service agency, la carte agency allows greater flexibility when
client can choose different providers available o share out their communication tasks. In some
cases, the combination of a Creative hot shops and Media independent can be a great
idea. While Creative hot shops specialize in creative ideas and solutions; Media
independents specialize in planning and buying media. In conclusion, there are many choices
for advertiser to select suitable agencies for them. The way to work with each type of agency
is different from others. Therefore, it is necessary for the advertiser to understand clearly
about characteristic of the chosen types to achieve business objectives and marketing
communications strategies.
b.
Client companies Advertisers: They are known as advertised. They are the
party who has demand on advertising and promoting of their products, services and brand.
They can build the advertising and promotion plan themselves through using the employees
within the company or hire advertising agency do it for them. Therefore, their role is
providing the original need for the campaign; Selecting and briefing the agency. When the
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Suppliers of the other promotional materials: They are the partiers who carry
out additional activities for advertising campaign. They are printers, promotional gifts
suppliers, exhibition organizations, co-coordinators of corporate hospitality and so on. Each
party has each own role. For example, the exhibition organizer has responsibility for
informing place, information and price of product exhibition for the company. However, all
activities of these suppliers contribute for the advertising and promotional purpose of the
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It is necessary for any business organization and individual understand clearly about the
law in which market they do business. This part will cover the law of Vietnamese
government.
There are many degrees, ordinances or decisions related to advertising and promotion in
Vietnamese law. However, in this topic I only discuss and assess two representative one:
Decree 37/2006/ND-CP and Ordinance 39-2001-PL-UBTVQH10.
Decree 37/2006/ND-CP issued by Vietnamese government: Detailing the Commercial
Law regarding trade promotion activities also provides details the implementation of the
Commercial Law regarding a number of trade promotion activities, including sales promotion,
commercial advertising, trade fairs and exhibitions.
Besides, since 1 May 2002, all advertising activities in Vietnam are governed by
Ordinance 39-2001-PL-UBTVQH10 passed by the Standing Committed of the National
Assembly on 16 November 2001. This ordinance is named Ordinance on Advertising.
Detailed regulations for implementation of the Ordinance on Advertising were issued by the
Government on 13 March 2003 under Decree 24-2003-ND-CP (Advertising Decree) and
became effective as of 18 April 2003.
The main points of these Decree and Ordinance will be covered in order to show how
promotion is regulated in Vietnam.
a. Decree 37/2006/ND-CP
Sales promotion:
The Decree regulates the principles of Sales promotion, maximum value of goods and
services used and maximum discount rate for promoted goods and services. All trade
promotion activities have to follow these principles. According to this, Sales promotion
programs must be conducted in a lawful, honest, public and transparent manner and must not
harm legitimate interests of consumers, other traders, organizations and/or individuals.
(Decree 37/2006/ND-CP, Article 4)
All promotion programs which does not follow the law, dishonest and harm legitimate
interest of other individuals and organizations are not allowed. However, in market, there are
some advertising and promotion programs break this law. For example, in the Spring
promotional program for Enfa Mama- a kind of milk for pregnant women- Coop Mart
Nguyen Kiem supermarket-Ho chi Minh city- told to customer that Anyone who purchases
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Conducting sales promotion while abusing customers trust and take advantage
of ignorance or inexperience of customers.
In addition, Article 4 of this Decree also regulates that Sales promotion must not be
conducted in a way that creates direct comparisons between one's goods and/or services and
those of other traders, organizations or individuals for the purpose of unfair competition.
This means that direct comparisons with other brands is not allowed in Vietnam. It is different
point comparing with the advertising and promotion law in American and some European
countries. For example, in American, Pepsi can use Coca-Cola in its advertisement and shows
that Pepsi is better, more delicious than Coca-Cola. However, in Vietnam, this type of
advertising is prohibited.
Further more, this Decree also regulates the responsibility of promoting trader is
securing favorable conditions for prize-winning customers to receive prizes; clearly and
quickly settle for complaints about their sales promotion programs; guaranteeing the quality
of promoted goods and services.
While Article 4 regulates the principles for promotion programs, Article 5 of Decree
37/2006/ND-CP shows the maximum value of goods or services used for sales promotion and
the maximum discount rate for promoted goods or services, both of them must not exceed
50% of this product or service.
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II.
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co-operated
with
Vietnamese
telecommunication
company,
GTel
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The frequency
apparition of the advertisement brings awareness to customer. Then, the next part of Beelines
advertisement is introduced, not only through television but also through other media
channels. This show Beeline VNs pack with fully features: logo, symbol, price, bonus, etc.
The public now are informed about Beeline VN brand, and they are also educated that:
Beeline is a mobile network, with cheap price; attractive mobile services and a lot of
preferential policies for customer.
After informing people, advertising persuade them. Beautiful advertisements of Beeline
VN with attractive information about benefits and functions of its product and service are
used to persuade customers to try this mobile network. Especially, advertising reach target
audiences of Beeline VN- the teenage and the youth. The demand for cheap mobile network
is created. With cheap price and a lot of bonus, surely it is attractive characteristic to persuade
target group to use this mobile network. Beside, advertising also persuade other groups to try
it. Therefore, advertising can help increase uses of a product and reduce sales fluctuations.
A successful advertising also can offset competitors advertising and so it is used as a
tool to compete. However, if advertising is not frequent, customer can forget this brand.
Therefore, advertising also is used to remind and reinforce customer, create top-of-mind
awareness.
Besides, advertising also add value. The competition between different companies who
offer the same types of product or service requires the innovation, both in design and
functions. This also leads to the requirement for improving quality and can alter consumer
perception. Currently, Beeline VN focuses on the youth and teenage- two groups often are
attracted by new things and by new trend. Therefore, the company invests a lot of design
lovely images to present for the brand in its advertising and promotional activities.
Last but not least, advertising also assists other effort such as: Delivering sales
promotions assist sales representatives, pre-sell products, provide salespeople with valuable
introduction.
b. The tools of marketing communication that Beeline has focused on:
Currently, Beeline VN has focused on advertising, sales promotion and public relation.
Beeline VN uses different ways to advertise and promote their products such as advertising on
T.V, magazines, website, etc. This will help inform customer about the products and services
of Beeline, persuading customer to use services of VN Beeline and so on. Furthermore,
Beeline VN use company image in procedure present for customer, or for its promotion staff.
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Picture
2:
Free
gifts-one
of
promotion
activities
of
Beeline
(Source
http://manutd.beeline.vn/thong-bao/34/qua-tang)
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Brand
Brand name
Brand mark
Trade mark
Trade name
Brand equity
We will use the case of Beeline VN to demonstrate more clearly this aspect. Beeline is
international joint-venture mobile network and it has a strong brand name in the world with
more than 16 years of experience and over 60 million customers in Easter Europe. In 2009,
the brand name Beeline was valued at 8.9 billion USD. It not only is one of the 100 costliest
brand names in the world, but also is one of the 10 costliest brand names in the
telecommunications market. In the Vietnam market, Beeline VN is still a new comer.
However, Beeline VN can use up the brand name in international market as a competitive
advantage of its own.
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Picture 2: Beeline use images of chicken and fish with two coulors-black and
yellow-to present for its two packs.
In entire promotional activities, the company image is used up and this make
customer have strong awareness about the company brand. At the special time, we can see
many beautiful young people wear dress and rice motor which contain Beeline logo and
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Picture 3: Black and yellow colour are used on entire marketing and
promotional activities of Beeline to present for the brand.
(Source: http://my.opera.com/beelinekingdom/blog/?startidx=10)
Some years ago, in Vietnam market, Beeline seemed to be an unknown name with many
people. However, through strong marketing and promotional campaigns and the
representational attractive image and coulors, Beeline has already existed in customers mind.
This shows that the Beeline- brand equity or the value of this brand has increased. In
different words, Beeline now has higher brand loyalty, name awareness, perceived quality,
etc.
It is said that Branding build the market shares, and brand is very important and
powerful tool for any organization to communicate and attachment. It plays very significant
role to differentiate a product or service of one company to others as well as to help their
customer to single out their product above the noise made by competitors. Today the market is
crowed with numerous of products which have similar in terms of benefits and quality, so this
brings difficulty to customer when they have a lot of choices and they do know which product
of which company they should choose. Brand is created to resolve this problem. Brand names
tell the buyer about the quality of the products, alert consumers to products that might benefit
them and it increases shopper efficiency. Moreover, brand also is effective tool to strengthen a
business or product. A strong brand will give customers certain believe in the quality of its
products and services, so they tend to purchase and repurchase these products or services as
well as advice their familiars to use them. Therefore, brand brings its owner a lot of benefits
such as price premium opportunities, growth, legal advice, and increased brand loyalty and so
on.
Although in Vietnam market, Beeline VN is still a new comer and it still is not strong
brand. However, Beeline VN can use up the advantages of valuable and famous brand name
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Advertising message
Advertising theme
Advertising style
Graphic design
Type style
Use of language
The company needs to define clear objectives to help agency has a guideline to follow.
The purpose of advertising is to achieve set objectives, so if the set objectives are not
achieved, the advertising is unsuccessful. After the objectives are set, agency identifies
product benefits, develop advertising appeals and execute the message. The purpose of these
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Media independents
In-house
Marketing agency
la carte
There are many types of advertising agencies, so it is important for the company to
choose suitable agencies to work for them. For example, client can choose full-service
agency- which one provides a complete advertising services: planning, creating, production,
placing and media planning and buying. The full service also may also provide research
services (market research, consumer research), other communication services such as direct
marketing, public relations or sales promotion. In other hand, different from full service
agency, la carte agency allows greater flexibility when client can choose different
providers available o share out their communication tasks.
The agency selection process is carried out under the strict requirements and must be
based on following criteria:
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(According Marketing and Sales strategy, BTEC HND, p.11 & p.12)
The selection of advertising agency is based on these criteria and the certain
requirements of the company. The decision-making process has to begin with an initial search
for suitable agencies candidates. The company seeks information about some potential
advertising agencies and then they base of above criteria to evaluate which ones are the most
suitable choices. Then, credentials presentation is organized and during this presentation,
agencies has opportunity to present their organizational details in order to persuade a potential
client to short-list them. After a short-list of three or four agencies is determined, the Client
brief is hold to provide advertising agencies the relevant background information, the
marketing communication objectives, target markets, budget and time considerations, etc.
This step is very important to provide basic information and requirements of clients for
advertising agencies. Then, these agencies will compete with other by showing their creative
ideas and its response to a clients brief through the pitch. The final selection will be taken
carefully, and based on the evaluation of the whole process.
Once one agency is hired, the client has to show and explain their needs, wants and
requirements to the agency. The more detail the requirement is, the better campaign the
agency can design and conduct. It is also very important that the client has to provide all
necessary information for the agency because the process requires agencies to gain detailed
understanding which products, which company they will make advertising for and what kinds
of customer the company want to focus on. After that, both client and agency will enjoy the
discussion to build campaign plans and the client will decide whether or not they agree with
that plan. If the client finds something they are not satisfied in the campaign plan, they can
require the agency change or improve it in order to fit with their purpose and requirements.
However, the client should enter the process with open mind. In addition, the agency also
expects their client to have clear idea about what they want to accomplish in their advertising
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Continue using street advertisements to make customer see Beeline VNs image
every where, but they should be usually changed and modified to be different.
This method is very effective and does not spend too much money. Beeline VN
should focus on using posters, banners at entertaining place (Vincom plaza,
Parkson Plaze,etc), advertisement at bus-stop,etc. They also can hire Big TV
in streets to show their attractive advertising video.
Continue give available presents just for Beelines customers (such as clothes,
helmets, etc.). Young people always find modern and unique in their choices to
differentiate from others. Thus, if Beeline design special and unique present just
for its customers, it will attract a large amount of young people and can become
a new trend. The colour and image of Beeline VN now is very lovely and
attractive. The company can use up its in designing special gifts, makes Beeline
image and colours become more and more familiar to the public.
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C. CONCLUSION
In conclusion, through two main parts, this report has covered the understanding the
scope of marketing communication and focus on the understanding the role and importance of
advertising. In the first part, the communication process, the advertising and promotions
industry, current trends in advertising and promotion in Vietnam including the impact of ICT
were interpreted. The Vietnamese law related to advertising and promotion also was pointed
out. In the second part, the role of advertising in an integrated promotional strategy, creative
aspects of advertising, branding aspect and how it is used to strengthen a business or product
was also make more clearly through detailed explanation and representative examples. Last
but not least, I also point out the ways of working with advertising agencies to help business
organizations and individuals have the most effective results in their advertising and
promotion campaigns.
The fact the consumer always wants to see exciting, professional and relevant
promotion. The well promoted brand may attract more customers. Therefore, it is necessary
for any business organization to have a good plan with creative aspects in order to get the best
results in advertising and promotion campaign.
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D.REFERENCE
1. Book sources:
BPP, BTEC HND Program, Marketing and Sales strategy, part A.
2. Internet sources:
No
author,
Element
of
the
communication
process,
[Online],
Available
at
http://www.mbaknol.com/business-communication/elements-of-the-communication-process/
[Assessed on 20th , October,2011]
from:
http://www.mbaknol.com/marketing-management/role-and-functions-of-advertising-
[online]. Available
http://www.mait.vn/tin-tuc/tin-kinh-te/242-cac-hieu-biet-co-ban-ve-nganh-quang-cao
[Assessed on 22nd, October,2011]
activities,
[Online],
Available
from
http://www.vinhphuc.gov.vn/sotmdl/sotmdl/vbpq/0406nghidinh372006cp.html [Assessed on
29nd, October,2011]
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Provision
for
advertising
law,
[Online],
Available
from
No author, Xu hng qung co trc tuyn Vit Nam hin nay, [Online], Available
Tuan Diep, BeeLine cng vi Ngnh gio dc huyn Tin Yn tip sc tr em ngho
trng,
[Online],
Available
http://123.30.50.129/Trangchu/tin_tu_diaphuong/00691c.aspx
[Assessed
from:
on
26th
October,2011]
Nghia Huynh. Xu hng Qung co th gii v nhng nh hng pht trin ti Vit
http://laodong.com.vn/Tin-Tuc/Danh-mat-long-tin-cua-khach-hang/44534
[Assessed
on
Beeline,
Beeline
promotional
gift,
[Online],
Available
at
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