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In a successful business, advertising plays an essential and important role. There are thousands of companies manufacture the same thing and what differentiates their products from each other are the brand names not the actual product. Though advertising does not mean selling of products and services but it helps in increasing your sells. Advertising helps companies to keep the consumers informed about whatever new products or services are available in the market at their disposal. Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. Advertising, in a straight line, increases profit of the companies by escalating its revenue. In order to find out the real situation of advertising in Quang An Investment Cooperation and Trading Limited Company and make a certain contribution to the development of company, studying advertising methods used in company is an useful approach. Besides, I want to become an advertiser in the future. Therefore, I think choosing this topic is useful for my work when I graduate from college. Because it helps me to gain more knowledge about advertising, for example the goal, the media of advertising. This is one of the most important basics for me and my work in the future. I wonder how I can become a good advertiser if I do not have knowledge about advertising. For the above reasons, I have decided to choose the subject “Advertising methods of Quang An Investment Cooperation and Trading Limited Company” as the topic of my assignment. Apart from acknowledgements, table of contents and references, my assignment consists of three sections and three chapters as follows: A. INTRODUCTION B. CONTENTS (It involves three chapters). C. CONCLUSION Chapter 1: Theoretical Background. Chapter 2: Practical Background. It includes two main parts: The general information about Quang An Investment Cooperation and Trading Limited Company and the current situation of advertising in the company. Chapter 3: Proposals and Solutions.
ACKNOWLEDGEMENTS I have written this assignment for nearly two months, and my assignment would not have been possible without the help, encouragement and support from a large number of individuals who all deserve my sincerest gratitude and appreciation First of all, I would like to express my heartfelt gratitude to Ms Nguyen Thi Loi, the teacher of Vietnam University Of Commerce for her valuable guidance and advice I am indebted to her inspiration, scholarly supervision and intellectual support throughout the course of writing this report Her continual encouragement, careful reading, critical comments and patient guidance made my work more enjoyable and easier Besides, special words of thank also go to all the teachers of Vietnam University Of Commerce, especial the teachers at English Faculty for their devoted teaching and for giving me new knowledge and studying methods Their teaching not only helps me gain knowledge during the four years at this university but also lays the foundation for me in the future Also, I would like to take this opportunity to thank to Mr.Nguyen Thanh Nam - Director and staff at Quang An Investment Cooperation and Trading Limited Company for providing me much useful information, a good environment and facilities to complete this assignment Last but not least, my deepest gratitude and appreciation go to my friends, my classmates and my family Their understanding, support and constant encouragement gave me a great deal of strength and determination that help me during the stressful time of writing this report Without help of the particular individuals that mentioned above, I would face many difficulties while doing this assignment TABLE OF CONTENTS A INTRODUCTION 1 Reasons for choosing subject Purposes and Methods of studying .2 2.1 Purposes of the studying .2 2.2 Methods of the studying B CONTENTS CHAPTER 1: THEORETICAL BACKGROUND 1.1 Some definitions of advertising 1.2 The goals of advertising .4 1.3 The media of advertising .5 1.3.1 Television advertising .5 1.3.2 Radio advertising 1.3.3 Online Advertising 1.3.4 Newspaper advertising 1.3.5 Magazine advertising .10 1.3.6 Billboard Advertising 11 1.3.7 Direct mail advertising 12 CHAPTER 2: PRACTICAL BACKGROUND 14 2.1 Company overview .14 2.1.1 The establishment and development of Quang An Investment Cooperation and Trading Limited Company .14 2.2 The current situation of advertising in Quang An Investment Cooperation and Trading Limited Company 18 2.2.1 The methods of advertising used in Quang An Investment Cooperation and Trading Limited Company 18 2.2.2 The advantages and disadvantages of each form .24 2.2.3 Remarks on advertising in Quang An Investment Cooperation and Trading Limited Company 31 2.2.4 Future plan 31 CHAPTER 3: PROPOSALS AND SOLUTIONS .32 3.1 Proposals 32 3.2 Solutions 32 C CONCLUSIONS 34 REFERENCES: A INTRODUCTION Reasons for choosing subject In a successful business, advertising plays an essential and important role There are thousands of companies manufacture the same thing and what differentiates their products from each other are the brand names not the actual product Though advertising does not mean selling of products and services but it helps in increasing your sells Advertising helps companies to keep the consumers informed about whatever new products or services are available in the market at their disposal Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers Advertising, in a straight line, increases profit of the companies by escalating its revenue In order to find out the real situation of advertising in Quang An Investment Cooperation and Trading Limited Company and make a certain contribution to the development of company, studying advertising methods used in company is an useful approach Besides, I want to become an advertiser in the future Therefore, I think choosing this topic is useful for my work when I graduate from college Because it helps me to gain more knowledge about advertising, for example the goal, the media of advertising This is one of the most important basics for me and my work in the future I wonder how I can become a good advertiser if I not have knowledge about advertising For the above reasons, I have decided to choose the subject “Advertising methods of Quang An Investment Cooperation and Trading Limited Company” as the topic of my assignment Apart from acknowledgements, table of contents and references, my assignment consists of three sections and three chapters as follows: A INTRODUCTION B CONTENTS (It involves three chapters) C CONCLUSION Chapter 1: Theoretical Background Chapter 2: Practical Background It includes two main parts: The general information about Quang An Investment Cooperation and Trading Limited Company and the current situation of advertising in the company Chapter 3: Proposals and Solutions Purposes and Methods of study 2.1 Purposes of study My purposes when study this report are to systematize theory relating on advertising of Quang An Investment Cooperation and Trading Limited Company and to evaluate quality of work performance to determine actual situation about skills, knowledge and attitudes of the staff of the company The second, my aims are to define the specific gaps between current situation and future requirement as well as find out problems of situation of advertising in the company Furthermore, writing this assignment also gives me a chance to practise and improve four English skills Reading, Writing, Listening and Speaking, especially Writing skill which was very useful for my work In addition, I would like to gain real experience and opportunity to enlarge my knowledge about advertising, especially advertising methods used in Quang An Investment Cooperation and Trading Limited Company Moreover, I study this subject to know how to form a advertising plan and how to advertise effectively It is really necessary for my work Last but not least, I can propose some appropriate recommendation for improving and developing adverting activities in the company through this assignment 2.2 Methods of study In order to this assignment, I have used four main methods: observation, synthetic, analysis and assessment I have used observation method to observe advertising methods in the company, then I synthesized them and analyzed to find out the advantages and disadvantages of each form Finally, I assessed real situation of advertising in Quang An Investment Cooperation and Trading Limited Company Besides, I have also collected information through report of Advertising Department of the company and on internet, newspapers, leaflet, books, etc B CONTENTS CHAPTER 1: THEORETICAL BACKGROUND 1.1 Some definitions of advertising According to Bovee (1992, p.7); “Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Will Rogers also (1987, P.69) said: “Advertising is the art of convincing people to spend money they don't have for something they don't need” 1.2 The goals of advertising There are various aims of advertising but the primary aim is to attract the sales for the company The first aim of advertising is to enhance the visibility of the products and services among the consumers In other words, advertising is aimed to increase the awareness of the customers One of the most important aims of advertising is to convinces customers that products or service of your company are right for their needs Advertising also plays an important role to builds and enhances the image of the company in the market Through advertising the company can build the image which it wants to make in the minds of the people Last but not least, it makes customers take the next step (ask for more information, request a sample, place an order, and so on) and draws customers to your business In fact, the ultimate aim of any companies is to enhance its profitability and it is only possible when the company may attract more sales Therefore, nowadays, companies spend a huge amount of their budgets on advertising and promotional strategies 1.3 The media of advertising Advertising has become an essential part of the business world If you have a good product or an efficient service to offer, you need to master the art of selling it! Different methods of advertising exist, and some businesses use all approaches, while others may use only one Advertising persuades members of a particular market to take some forms of action, such as buying a product or service There are many ways to spread an advertising message 1.3.1 Television advertising Watching Television is the most common leisure activity in our country today It is the medium where the consumer spends the most "attentive" time A number of surveys report average daily television viewing time as high as five to six hours No wonder it has grown into a giant advertising medium The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted Although this medium has the ability to reach a high number of potential buyers, it is also one of the most costly forms of advertising For example, one 30- second Television commercial during the Super Bowl cost about $3 million in 2009 An advertisement on Television of Heineken Beer with slogan “It could be only Heineken” Infomercials are another form of television advertising The infomercial is different than a commercial because it is longer, includes more product information, and has more of a personal tone Although they are also costly to produce, infomercials are highly effective in creating impulse buys because of their demonstrative and persuasive nature 1.3.2 Radio advertising Radio advertising is one of the most effective ways to promote a message or product It works the same as television advertising in that businesses pay for spots Radio advertising usually relies on popular slogans to promote products or services Many consumers will recognize a product due to a slogan that a company has coined The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles ... 2.1 Company overview 2.1.1 The establishment and development and of Quang An Investment Cooperation and Trading Limited Company Name: QUANG AN INVESTMENT COOPERATION AND TRADING LIMITED COMPANY. .. establishment and development of Quang An Investment Cooperation and Trading Limited Company .14 2.2 The current situation of advertising in Quang An Investment Cooperation and Trading Limited Company. .. information about Quang An Investment Cooperation and Trading Limited Company and the current situation of advertising in the company Chapter 3: Proposals and Solutions Purposes and Methods of study 2.1