MAJOR FINDINGS

Task 1:

Communication process is the way senders and receivers exchange information, feelings,
opinions and ideas to others in order to have a succesful communication. The information that
they want to interchange can be existed in the form of speech or writing (Anderson).

Communication process has eight elements which need to focus.

Communication process model (Kotler, 1967)

The first element is Sender. It is the source of the message, the sender will try to encode the
massage in a way that will appeal best to the receiver and most easy to understand. After the
message is encoded, they will select suitable media to distribute the message to the receiver.
Secondly, in Encoding step, the sender will use verbal or non-verbal methods (body language,
signs, symbols, etc.) to create message and send it to the receiver. The sender’s ability,
knowledge, communication skills, etc also have an effect on this process. Next element is
Receiver. Receiver is the one who receives message from sender directly, also called the
decoder. To understand the message of sender, the receiver is expected to have ability to receive
the sender’s information and then he/she has to decode the information. The fourth factor is
Message. Message in communication process is the content that the sender is sending to the
receiver, in verbal or non-verbal form. However, this element can be affected in a negative way
because of sender’s awareness or personal factors, therefore, the content that the sender wants to
covey can be belied and purpose of the communication will not be achieved. For example,
perception of two senders about one massage can be different and they can interchange the
information differently. The next one is Media (Also known as the channel). It is the selected
channel that is used to distribute the message to the receiver. For example, a text message is sent
from a mobile phone to a person, in this case, the mobile phone is the transmission, also called
the channel. The media is a tool which connects sender and receiver. There are different
elements that have to be considered when choosing the media such as outlay, availableness of
media, target, meaning, appropriateness, awareness of sender and receiver, etc. Next step is
Decoding. In this step, the receiver tries to analyze the sender’s message, transmit into thoughts
and then understand it. The seventh step is Response. Response is the reaction of the receiver
after receiving message from sender. And the final one is Feedback. This is a process of
assuring by which sender will know if the receiver understands the message correctly or not.
Feedback is a return message sent by receiver in verbal or non-verbal way and it is an important
part of communication process. The sender can encourage the receiver to send feedback by
invent different devices or channels to support them.

(According to (Slideshare), (Bussiness Communication) and (Chand) )

In case of Swensen’s, writter will use an advertisement of a line of product which comes from
Swensens to analyse their communication process base on Kotler model.

(Swensen's Jingle Sundae)

The Sender in this case is Swensen’s. The Receiver is customers who see the advertisement.
Moreover, Swensen’s presents this line of product in order to attract kids. In encoding process,
Swensen’s gathers words (Jingle Sundae, 69.000 VND) and pictures of product into their
advertisement which they want to transmit message to customers. Swensen’s wants customers to
know that their message is that they have a new line of product named “Jingle Sundae”.
Moreover, this line of product brings to customers especially younger customers not only
tastiness from their products but also joyfulness from their gift when using the products. The
media they choose are social media (Facebook, Instagram, Foody, Lozi, Jamja, Youtube) and
email. After seeing Swensen’s advertisement, customer will do Decoding process by analyzing
the words and illustration in the advertisement. The response of customers can be separated into
three situations. The customers may ignore it or they may recommend to others. Maybe
customers will like it because they are given presents and tend to choose Swensen’s the next
time. Customers may contact with Swensen’s through email and social media or ask staffs in the
store for more information. It is feedback process.

Another example, Swensen’s uses this advertisement to introduce new line of product named
“Smoothies” on Facebook.

The sender is Swensen’s and the receiver are followers of Swensen’s Facebook Page and others
who see this advertisement. On the other hand, these products’ targeted customers are people
who want to follow a strict regimen. In Swensen’s encoding process, their advertisement has
illustration of the product with words (products’ name: Lime Sherbet Smoothie, Apple Cran
Smoothie), price and ingredients (lime, apple) to create message. Therefore, the message is that
Swensen’s wants customers to know they have a new line of product which create for customer
who are in love with smoothies or go on a diet by providing pictures of products and its name.
They choose Facebook as the media. In decoding process, customers start analyzing information
that company wants to send after seeing the ads on Facebook. After that, they can be surprised
because this is a new invention and they may want to try. It is respond step. Finally, they maybe
interest in this new line of product and then they can contact the administrator of Swensen’s
Facebook Page for more information and buy it.

Task 2:

Participants in the IMC Process model:

 (Kotler)

*Advertisers (Clients):

This is an important element of the process. Advertiser is the one who has commodities, services
and reason to sell. They also pay for advertising and promotions. The advertisers take
responsibility for advancing marketing program and determining what advertising and
promotions be chosen. They will work with the advertising agency to make a bond then supply
finance and supervise the process. (Mishra)

*Advertising Agencies:

Nowadays, several organizations hire advertising agencies. Advertising agency is an

organization which take responsibility for creating, producing or supply other services to assist
the progress of marketing and promotions process.

There are six types of advertising agencies. The first one is The In-house agency. Some
organizations do not want to hire outside agencies so that they decide to build up their own
internal ones. These agencies’ size can be small like a department in the company or large like an
outside agency. On the other hand, an in-house agency can also run as an independent entity and
it will manage advertising and promotions expenses. The companies choose in-house agency to
minimize the expenditures and to manage activities of the agency as much as possible.
(Organizing for Intergrated Marketing Communication). The second one is Full-service agency.
These agencies supply several services for their clients and different department will take
responsibility for different services. Next is Interactive agency. With the improvement of
Internet, some companies move to advertising agencies which are more specialized such as to
advance websites, banner advertisement or other types of interactive advertising. The fourth
participant is Creative boutique. It is the only service that they are specialized in and supply for
clients is advertising creative service. The following element is Media independents. They are
specialized in creating strategy and buying advertising for their clients. (QFinance). And the last
one is À la carte. They are vaious services that clients require will be controlled by different
specialist agencies. (Marketing dictionary)

*Media suppliers:

Media suppliers are the tools which agencies use to communicate with customers. It can be TV,
magazines, newspaper, radio, social media, etc.)

The main duty of the media is to supply information to receivers (televiewers, followers,
readers,etc.). The media has to have attractive commentaries to impress customers in order to
attract clients and their advertising agencies to buy time and space with the media.

*Supplier of the other promotional materials:

They can supply various promotional products or services that required to create advertisements
such as pictures, presents for customers, places, etc.

Task 3:

When an organization starts their business, they have to know and understand the law of
advertising. Different countries have different laws. These following are some similarities and
differences between advertising and promotion law in Vietnam and UK.

*Similarity:

Firstly, Article 8.2 in Law no 16/2012/QH13 (Advertising Law, 2012) of Vietnam and Section
7.2 in Communications Act 2003 of UK (07. CAP code, 2003) both said that all the
advertisement that have an effect on policies, security, sovereignty of that country have to be
prohibited.

Secondly, Article 8.9 in Law no 16/2012/QH13 of Vietnam and Section 3.2 in Unfair Trading
Regulations of UK (03. BCAP Code, 2008) interdict advertisement that make consumers
misapprehend about quality, price, ability to supply goods, quantity, etc. of products or services.
 A misleading advertisement (Need a Va)

Last but not least, Article 8.6 in Law no 16/2012/QH13 of Vietnam and Section 4.1 in CAP code
(Non-broadcast Advertising and Direct and Promotional Marketing) of UK do not allow
advertisements that offense religion, race, gender and age in public.

Two advertisements of Dove that offense religion

 Some examples for religion outrage

* Differences:

In Vietnam, Article 8.2 in Law no 16/2012/QH13 of Vietnam ban every advertisements of

tobacco or cigarette products in public. On the other hand, in Section 22 in CAP code of UK (22.
CAP), they allow business organizations advertise electronic cigarette with some terms such as
advertisers who create the advertisement have to take responsibility socially, the advertisements
do not encourage consumers to use tobacco, the advertisements do not have any relation with
other tobacco product, etc. Moreover, in Vietnam, Article 7.3 in Advertising Law said that
advertisements that promote alcohol product have alcohol concentration higher than 15o are not
allowed to be advertised in public. Meanwhile in UK, they allow citizens who over 18 years old
to drink alcohol so that the advertisements must not targeted directly customers under 18 (18.
CAP)

An e-cigarette advertisement in UK is banned because creator implies it is a product good for

health (Daily mail)
 An alcohol drink advertisement (Daily mail)

Task 4:

With the growth of Intergrated Communcation Technologies (ICT), it is easier to approach

customers and raise their appreciation about the product as well as the message sent from various
organizations can transmit to receiver (customers) faster. Thanks to this development,
advertising has moved from banner ads, signboard ads and TV ads to a modern trend such as
internet marketing ( Internet and Website), social networks (Facebook, Instagram, Twitter, etc)
and Technogogy Device (Smart phone).

- Internet and Website:

In the era of technology and information, Internet plays an important role in life. With the
appearance of several NSP ( Network Service Provider), customers have more choice to access
the network. Therefore, it becomes cheaper and easier to use Internet nowadays. Internet also
makes process of exchanging information between people faster. For this reason, Internet
marketing is used by many companies to approach their customers and becomes more and more
common. Moreover, users do not need to have a computer to access the Internet as appearance of
modern device such as Laptop, Macbook, mobile phone, Decom 3G and wifi allow them to use
the Internet everywhere and every when they want. The companies which choose Internet
marketing to advertise their products can cooperate with famous websites or they can create their
own website to promote products. In Vietnam, there are several ideal websites for advertising
such as 24h.com, kenh14.vn, baomoi.com, youtube, etc. For example, the following illustration
is an advertisement of Ford in 24h.com
24h.com is a popular website which provide news with a large amount of viewers. It is
considered as one of the earliest website of Vietnam. Therefore, advertising products in 24h’s
website is a smart choice.

Same as Ford, Huawei – a smart phone brand also choose to promote their product in a famous
website but they choose another famous website : Youtube. Youtube is a website where people
can share videos, they can upload their own videos or download others’ videos. Therefore, the
amount of users and viewers of Youtube is very huge so it is another ideal place in the Internet to
advertise products.

In Swensen’s case, they choose to use their own website to advertise their products
 Swensen’s Website

On the other hand, customers tend to be attracted by products which they can buy with lower
price compare to market price. Understanding this psychology of customers, many companies
choose to introduce their products through websites which have many discount program such as
chotot.vn, muachung.vn, phagia.com.vn, etc.

It is easy to see that muachung.vn is an ideal website of many brands to advertise their products
by sales promotion such as Sun house, Gri&Gri, Comet – Home Appliance, etc.

- Social networks:

In the recent years, social networks become more and more famous with appearance of
Instagram, Facebook, MySpace, Twitter, Snapchat, etc. People use these social networks for
requirement of sharing information, following the news, entertainment and communication. An
online society is create from a social networks that have a large amount of users who share their
information such as personal picture, interest, thoughts, activities, etc. In 2004, Facebook was
founded by Mark Zukerberg but till late 2009, Facebook stands out from all other social
networks of Vietnam at that time and becomes more and more famous. With the expanse of
Facebook’s reputation, many companies use facebook to promote their business. For example,
Petmart – a Vietnamese brand that provides products and services for pets - uses Facebook to
advertise their products buy posting a link and adding their products below.
 Hence, Swensen’s also use Facebook for advertising.

Swensen’s Page on Facebook

Approximate 66.000 Facebook users follow Swensen’s Page and this is a quite huge number.
Therefore, they focus on advertising on Facebook in order to reach more customers. They also
work with other Facebook Page to advertise new products.
Swensen’s cooperate with Địa điểm ăn uống (It means “Where to eat”) to advertise Ice-cream
Cake – a new line of product.

(Mini Game "Guess Flavour-Receive Sundae")

Moreover, Swensen’s creates a mini game to advertise their new product named “Durian sundae
collection” and increase interaction between users and their page. Customers will guess which
one of four flavors is new flavor of new product. Twenty customers who guess correctly and
have the fastest answer will be given vouchers. Provisos to receive the mini game are: They have
to like Swensen’s Facebook page, like the post and share the post in public.

- Technology Device:
 Today, technology device plays an important role in our life, especially smart phone.

ABI Research market report (Peters, 2009)

It can be said that requirement of using smart phone rose dramatically from 2009 to 2014 and it
is predicted to continue to rise till 2018. It is reasonable because smart phone bring many
advantages to consumers. The size of smart phone is very comfortable and convenience for users
to bring everywhere. Moreover, they do not have to have wifi to connect to the Internet as their
smart phone can enter the Internet by 3G, 4G with high speed that provided by NSPs ( Network
Service Provider). Hence, it is more flexible and easier for advertiser to advertise their customer.
On the other hand, smart phone have many functions to satisfy any demand of users such as
taking photos, recording videos, watching videos, contacting with others, playing games, using
the apps, etc. Advertisers can approach their customer through one of these functions. For
example, when users play a mobile game, they have to watch some advertisements to gain some
gifts in that game. These followings are illustrations.
Clear advertises their product through a game named “Restaurant Dash with Gordon Ramsay”.

Task 5:

* Roles of advertising:

There are four main functions of advertising. The first one is function in Marketing.. Marketing’s
role is satisfying targeted customers’ requirement. In this area, advertising is used to please
customer’s needs by adding new products or services. The second role is Communication role.
This is a way to distribute information to potential customers about new products and services as
well as information about goods or services that customers want to buy. The third one is
Economic role. Advertising can be considered as a tool to supply price and value information so
that it creates a more reasonable economic. The final role is Societal role. Advertising helps
create trend as well as create customer’s image in a society. (Lakhotia)

* Roles of advertising in an intergrated promotional strategy in Swensen’s:

There are five marketing communication tools but Swensens focuses on Sales promotion, public
relation and advertising which include internet marketing and TV commercials. The first tool is
Sales promotion. Swensen’s creates various sales promotion to increase customer’s benifit and to
encourage them to consume products such as discount, “buy 1 get 1” programs, vouchers, VIP
card, etc. For example, Swensen’s currently run a sales promotion called “Twin cone”. When
customers go to Swensen’s store in Lotte Mart Dong Da between 11:00 AM and 7:00 PM and
buy any ice-cream cone, they will be given a scoop of mango sobert ice-cream for free.

(Swensen's Twin Cone Promotions)

Moreover, Swensen’s has another special offer for a new line of product named “Durian Bravo
Sundae”. Durian is a special flavor that not everyone can eat, therefore, instead of buying other
products consisted in “Durian Sundae” collection with higher price (45.000 – 119.000 VND),
customer can use this promotion to try eating this flavor with cheaper price (Only 29.000 VND).
It is easy to see that Swensen’s usually apply sales promotion for new lines of product.

(Swensen's Durian Sundae Collection)

 (Swensen's Promotions for Durian Bravo)

The second tool is Public relation. Public relation is about building a brand’s image on
customers’ mind in a positive way. To increase sympathy of customers, different organizations
use different tools including news releases, sponsor, websites and special events. (Amstrong)

Swensen’s created an event called “Ice-cream party” for loyal customers. In this event,
Swensen’s invited celebrities to interact with the customers and they were able to use the
products without any charge. Moreover, Swensen’s arranged staffs in order to serve and give the
customers advice about products during the event.

Swensen’s Ice Cream Party Banner

The final tool is Advertising. Firstly, writer apply Swensen’s case in Internet marketing. With the
growth of social networking, Swensen’s has opportunities to advertise their products and brand
through Facebook, Youtube or Foody

Swensen’s Facebook Page (Swensen's Vn Facebook)

Swensen’s Youtube Channel (Swensen's Channel)

 Swensen’s on Foody.vn (Swensen's-Foody VN)

The second one isTV Commercials. Many oragnizations still use TV commercials to advertise
their products although this form of advertising appeared long time ago. Most of Swensen’s TV
commercial is appeared in 20 to 30 seconds length. The advertisements usually display process
of making a glass of ice-cream, the fresh ingredients, several lines of products, happiness of
customers when using the products, message of products and the promises of brand about quality
of their products and service.