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GROUP 3

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Contents

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About Advertising Distinguishing between Ads and PR A Successful Vietnamese Marketing Agency The Reality Of Vietnam Advertising

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About Advertising

A form of communication used to encourage or persuade an audience to continue or take some new action

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The reason of Advertising

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Types of Advertising
Media Advertising

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Types of Advertising
Printed Advertising

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Types of Advertising
Outdoor Advertising

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Types of Advertising
Mobile Billboard Advertising

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Types of Advertising
Special Event Advertisement

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Distinguishing between Ads and PR

PR is used to enhance a company's reputation

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Mini Game
v v

Rules: Deciding which of the following features belong to Advertising or PR Write the numbers of features in a table
Advertising PR

Max Time: 5

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Mini Game
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Create brand awareness Create goodwill Free Paid Highly neutral No neutrality Less control Full control TV ad Radio ad

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Mini Game
11. 12. 13. 14. 15. 16. 17. 18. 19.

Event management Public speaking Direct impact on sales Less impact on sale Long shelf life Short shelf life Highly creative In- house communicatiom Out of the town communication

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Mini Game

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Distinguishing between Ads and PR

Advertising Public relations

Goal

Create brand awareness, brand preference and brand loyalty

Create goodwill

2 3 4 5

Free or paid Shelf life Neutrality Impact on sales

Paid Long Zero

Free Short Highly neutral

Direct impact on sales Less impact

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Distinguishing between Ads and PR

Advertising 6 7 8 9 10 Creativity Control over message Communication In- house communication Contact team Limited contact Unlimited contact TV Ad, Radio AdBeing interviewed on radio Attending conferences Exhibition and trade shows Crisis communication Event management Activities by eachLaunch Print Ad, Public speaking Out of the town communication High Full control Public relations A nose of news Less control

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Distinguishing between Ads and PR

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MINI GAME

Beeline

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MINI GAME

Abbott

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MINI GAME

Cathay Pacific

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MINI GAME

Dong A Bank

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MINI GAME

Enfagrow A+

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MINIGAME

Heineken

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MINI GAME

Ohui

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MINI GAME

VIB

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MINI GAME

Vinaphone

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Golden Communication Group

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Golden Communication Group

Company History
1994 2004 2006

Goldsun was founded in Hanoi

1998

Became Golden Communication Group

Ranked Top 2 agencies in Vietnam

Goldsun opened HCMC office

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Golden Communication Group

Company Structure

Golden Events
1/ 2005 4/2006

Golden Screen Producti on

10/2005

Golden Digital

GCG
Gold en Medi 12/2005 a

3/2006

Golden Advertisi ng

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Golden Communication Group

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Golden Communication Group

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The Reality Of Vietnam Advertising

1500

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The Reality Of Vietnam Advertising

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The Reality Of Vietnam Advertising

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Advertising Innovation

Innovation

OUTDOOR ADVERTISING

ADVERTISING ON MOBILE PHONE

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Outdoor Advertising

nd

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Outdoor Advertising
HONG KONG

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Outdoor Advertising
NEW YORK

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Outdoor Advertising
BANGKOK, THAILAND

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Outdoor Advertising
New Volkswagen

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Outdoor Advertising

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Outdoor Advertising

!!!!!!!!!

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Outdoor Advertising

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Outdoor Advertising

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Outdoor Advertising

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Main Reasons

OH MY GO D

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Advertising on mobile phone

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Survey on middle age

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Cost for mobile ads (milion USD)

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REPLACEMENT SOLUTIONS FOR ADVERTISING

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REPLACEMENT SOLUTIONS FOR ADVERTISING

PUBLIC RELATIONS PRIVATE SELLING

DIRECT MARKETING

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PUBLIC RELATIONS

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PUBLIC RELATIONS

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PUBLIC RELATIONS
Events and conferences Famous people Programs to sponsor society Arrangement for products

v v v v

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Events and conferences

Launch new products

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Events and conferences

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Events and conferences

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Events and conferences

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Events and conferences

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Events and conferences

Launch new products Protect products from break-down Show gratefulness to customers

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Events and conferences

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Events and conferences

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Events and conferences

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Famous people

v v

Attract peoples attention Build up trust about products

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Famous people Roger Federer with Rolex watch

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Famous people Micheal Jordan with Nike shoes

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Programs to sponsor society

v Build up good image in customerss mind v Provide practical benefit for target market

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Programs to sponsor society P/S protect nice smile program of Unilever

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Programs to sponsor society Fire-fly lamp program of Dutch Lady

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Programs to sponsor society Nourish talent program of Vinamilk

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Programs to sponsor society The warm winter program of 4 Oranges

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Arrangement for products

Apperance accidentally or inaccidentally of products in film

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PRIVATE SELLING

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PRIVATE SELLING

Communicate directly to customers to persuade them buying products

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Direct Marketing

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Direct Marketing

v v v v v

E-Marketing Catalogue Direct mail Telemarketing Door to door marketing

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E-MARKETING

Example of Dell v B2B and B2C system v Dellauction.com v E- collaboration v E-customer service

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