Ho Chi Minh, 18 Oct 2024.
ADVERTISING
GROUP
Table of contents
01 Advertising 05 Pros and Cons of
Advertising
02 Targeted ads 06 Successful
advertising
03 Types of 07 Past, Present,
advertising Future advertising
04 Advertising 08 Excercise
techniques
01
What is
advertising ?
Discuss question :
Have you ever bought something
because of an online advertisement ?
01. What is advertising ?
Advertising is a form of communication
=> promote and sell products, services, or ideas to a target
audience.
Inform Persuade Remind
Provide information Convince the Keep a brand,
about a product, audience to product, or service
service, or idea to purchase a product, top-of-mind with the
potential use a service, or audience
customers. adopt an idea.
Billboard advertisement
for a Kpop Girlgroup –
BlackPink
Designed to generate excitement
and awareness for the group's
upcoming world tour. Attracting
the attention of passersby and
drive ticket sales for the highly
anticipated concert series.
Shopee social media
campaign
Capturing the viewer's
attention. The visuals feature a
diverse array of products
available on the Shopee
platform, such as fashion
items, electronics, home
goods,….
IMPORTANCE OF ADVERTISING
IMPORTANCE OF ADVERTISING
Competiti
ve
Driving Advantag
Sales e
& Revenue Informing
& Educating
Brand
Awareness &
Recognition
02 03 04
Build
relationship
01 05 & Trust
BRAND AWARENESS & RECOGNITION
• Build and maintain brand awareness
• Allowing companies to effectively communicate their
brand identity, values
• Unique selling propositions to target audiences
• Making it easier for consumers to remember and choose
a particular brand over competitors.
BRAND AWARENESS & RECOGNITION
• Build and maintain brand awareness
• Allowing companies to effectively
communicate their brand identity,
values
• Unique selling propositions to target
audiences
• Making it easier for consumers to
remember and choose a particular
brand over competitors.
DRIVING SALES AND REVENUE
• Drive consumer interest, engagement, and
ultimately, sales and revenue for a business.
• Highlight product features, promotions, and
encourage potential customers to make a
purchase.
COMPETITIVE ADVANTAGE
• Differentiate themselves, showcase their unique offerings.
• Position themselves as leaders or innovators within their
respective markets
INFORMING AND EDUCATING CONSUMERS
• Serve a valuable source of
information for consumers
• Educating them about new products,
services, or industry trends.
• Help consumers make more informed
purchasing decisions
• Foster brand loyalty.
BUILDING RELATIONSHIP & TRUST
• Build trust, credibility, and meaningful relationships with their
customers.
=> Increased customer loyalty, advocacy, and long-term brand
engagement.
02
What is
targeted ads ?
02. What is targeted ads ?
• Targeted ads, also known as
personalized advertising,
refer to the practice of
delivering advertisements to
individuals based on their
specific characteristics,
behaviors, and interests,…
02. What is targeted ads ?
Target specific ads to the most relevant
Data Collection individuals, rather than showing the same
ads to everyone.
Keep a brand, product, or service top-of-mind
Ad Targeting
with the audience
Collect data through browsing history,
search queries and social media.
Personalization
=> Create detailed profiles about individual
users including their interests, behaviors.
Increase Retarget Interested
Relevance Users
Increase Revenue Collect
GOALS valuable
data
Build Brand
Awareness
Discuss questions :
Have you received an ad for something
that is based on a certain characteristic
or interest that you have?
Do you think you were targeted to
receive the ad? Why/Why not?
TYPES OF
03. ADVERTISING
TRADITIONAL ADVERTISING
Traditional advertising is the
conventional through different forms
include :
• Print advertising: ads in
newspapers, magazines, billboards,
….
• Broadcast advertising: tv and
radio commercials
• Direct mail: postcards, catalogs,
and other physical mailers sent to
consumers.
• Telephone marketing: cold-
calling, telemarketing, and other
phone-based advertising.
EXAMPLES ABOUT TRADITIONAL ADS
Coca-Cola print
ads
EXAMPLES ABOUT TRADITIONAL ADS
Direct mail
ADVANTAGES DISADVANTAGES
• Reach a wide, mass audience • More expensive than digital
and increase brand visibility, ads.
effective for building brand • Less ability to target
awareness and recognition. specific, niche consumer
• More credible and segments.
trustworthy. • Consumers (especially
• Less susceptible to ad younger generations) are
blocking technology compared spending less time with
to digital ads. traditional media.
• Memorable and attract • One-way communication,
customers' attention. unlike the interactive nature
of digital ads.
CROSSWORD GAME
1 B I L L B O A R D
2 R A D I O
3 D I R E C T M A I L
4 P R I N T A D
5 T V
This large, eye-catching advertisement is typically
displayed outdoors along roads and highways.
QUAY VỀ
Advertisement using voiceover, sound effects,
music played at the radio stations during
commercial break.
QUAY VỀ
This personalized advertising format is mailed
directly to consumers' homes or businesses.
QUAY VỀ
Advertisement which appears regularly in
magazines, newspapers, and other periodicals.
QUAY VỀ
Advertisement which appears on television, often
during commercial breaks.
QUAY VỀ
DIGITAL ADVERTISING
The promotion of products or brands
through online and digital channels.
Include :
• Social Media Ads: Facebook,
Instagram, Twitter, LinkedIn, etc.
• Search Engine Ads: Sponsored ads
that appear on search engine results
pages.
• Display Ads: Banner ads, video ads,
and other visual ads on websites and
apps.
• Email Marketing: Promotional emails
and newsletters sent to subscribers.
• Affiliate Marketing: Commission-
EXAMPLES ABOUT DIGITAL ADS
Facebook ads
EXAMPLES ABOUT DIGITAL ADS
Search engine
ads
ADVANTAGES DISADVANTAGES
• Stricter data privacy
• Cost-Effectiveness: Lower laws: Impact on audience
costs compared to traditional targeting and tracking.
advertising methods. • Cluttered Marketplaces:
• Flexibility: Easier updating, Increased competition in
adjusted, or paused in real- digital advertising spaces
time. makes it harder to stand
• Interactivity: Digital ads out.
allow for interactive elements • Ad Blocking: Limit the
like videos, click-throughs, reach of digital ads.
and lead capture. • Viewability Challenges:
• Scalability: Reaching a Not all digital ads are
large, global audience viewed by the intended
efficiently. audience.
ADVERTISING
04. TECHNIQUES
ADVERTISING STRATEGIES
03. Digital Optimization
■Leverage digital advertising
tools like SEO, social media ads.
■Measure and analyze
performance for continuous
improvement.
04. Experiential Marketing
■Design engaging events,
interactive activities for
customers.
■Create memorable impressions
and strengthen brand connection
Discuss questions :
Has an advertisement ever helped you
in some way? What kind of ad was it?
How did it help you?
Does advertising
help or harm us?
04.
PROS OF ADVERTISING
PROS OF ADVERTISING
Promote
Economic Competition
Growth
Consumer
Education
Raise 02 03 04
Awareness
Drive
01 05 Innovations
CONS OF ADVERTISING
01 Potential Misinformation 02 Creates Artificial Needs
03 Environmental Impact
04 Information Overload 05 Consumer Costs
06
Successful
Advertising
What is “successful
advertising?”
Successful Advertising
Increase Drive Promote Increase
Brand Engagement Desired Revenue and
Awareness and Customer Actions Profitability
Attraction (Call-to-action) (ROI)
• Help consumers • Capture the • Stimulate • Generate higher
recognize and attention and consumers to visit return on
remember the engagement of a website, make a investment (ROI)
brand. consumers. purchase, sign up than the cost.
• Increase the • Make consumers for information,…. • Drives sale
number of interested and • Directly guide growth and
consumers motivate them to consumers to the increased
aware of the learn more about desired action. revenue.
brand. the brand. According to Millward
Brown study, on A study by
average 33% of Econsultancy found
consumers recall the that businesses on
content of an ad after average get a return
30 days. of $4 / $1 invested
in advertising.
SUCCESSFUL ADVERTISING EXAMPLES
After launching a
multichannel advertising
campaign, Coca-Cola saw a
15% increase in quarterly
sales revenue.
When launching a new
product, Samsung achieved
55% brand awareness within
6 months thanks to their
comprehensive advertising
campaign.
Past, Now & Future
Advertising
07.
PAST NOW FUTURE
Traditional Shift Emerge Technology
Ads Form with Technology Trends
• Newspapers,magazines • The Internet and social media. • AI & machine
, television, radio… • Online advertising and learning will enhance
• Images and text. platforms: Facebook, targeting
Strategies: Instagram, TikTok, Shopee,.. capabilities.
+Focus on broad Strategies: • Virtual Reality (VR)
messages for wide +Targeting customer and Augmented
audiences consumption needs. Reality (AR)
+Employed billboards, +Creating engaging, Strategies:
flier and print interactive and personalized +Focus on
advertisement content. sustainability and
social responsibility.
+Develop interactive
ads that encourage
consumer
participation: polls,
quizzes, or games.
+Create memorable
08. EXERCISES
Reading : CAN TARGETED ADS CHANGE YOU ?
CRM integration
CRM integration
CRM integration
Lead tracking and management
Contact and account management
Automated workflows and campaigns
Reporting and analytics
Collaboration and communication
Data integrity and GDPR compliance
START
TIME’S
TIMER
UP! TIME LIMIT:
2 minutes
B. VOCABULARY / P.85
suggest
1. Recent studies on smart watches……………………………that we will
never be free from being “wired”.
specifically
2. Karen received an online ad for running shoes that
was……………………………. designed for her because she is
an avid runner and buys a lot of running clothes.
relevant
3. Jack’s question at the meeting was not……………………….to our
discussion of low sales; it was completely off topic.
4. Sam recommended somearticles on the effects of online
reflect
advertising. These articles…………………………his own views, based
on the research he has done.
B. VOCABULARY / P.85
acknowledge
5. Mr. Santana needs to……………………………………that marketing is
not a good profession for him. He needs to find another area that will
use his computer skills better.
6. If you plan to study in a financial area such as accounting, you need
accurate
to make sure that your work is always……………………………
factor
7. One…………………….that has caused changes in advertising is the
popularity of social media.
8. People are constantly on their smartphones; this has had a
impact
huge…………………….on how people communicate.
implies
9. The students are looking at their phones. This…..……………….to the
instructor that they are not interested in the class.
Ho Chi Minh, 18 Oct 2024.
THANK YOU FOR
LISTENING!
FOR LISTENING!
GROUP
