THUONG MAI UNIVERSITY

DISCUSSION REPORT
TOPIC:
Discussion: "Advertising"

Supervisor: Master Do Diep Linh

Group 3
Class: 242-ENTI1012-25

HA NOI - 2025

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 THUONG MAI UNIVERSITY
GROUP DISCUSSION

Topic: Discussion: "Advertising"

Group: 3
Class: 242-ENTI1012-25
Teacher: Master Do Diep Linh
Group preparation assessment:
Presentation assessment: List of students (in the order of presenting)

Name (for
No. Content Mark
students)

2.2. Digital Advertising

11 Vũ Thị Hồng Hạnh 2.3. Outdoor & Event Advertising

4.4. Visual & Creative Elements

12 Đỗ Thị Thanh Hiền
4.5. Call to Action (CTA)
V. Conclusion
I. Introduction
13 Nguyễn Viết Hiếu 2.1. Traditional advertising
Do Word
4.1. Understanding the Target
Audience
14 Vũ Minh Hiếu
4.2. Crafting a Strong Message
4.3. Choosing the Right Medium

15 Bùi Văn Việt Hoàng III. Aims of Advertising

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 TABLE OF CONTENTS

I. Introduction................................................................................................................5
II. Channels of Advertising: Advantages and Disadvantages...................................6
2.1. Traditional Advertising........................................................................................6

2.1.1. TV Commercials...........................................................................................6
2.1.2. Radio Ads......................................................................................................6
2.1.3. Print Media (Newspapers, Magazines, Billboards).......................................7
2.2. Digital Advertising...............................................................................................7

2.2.1. Social media advertising...............................................................................7

2.2.2. Search engine marketing (SEM)..................................................................8
2.2.3. Email marketing............................................................................................8
2.2.4. Influencer marketing.....................................................................................9
2.3. Outdoor & Event Advertising............................................................................10

2.3.1. Billboards, posters.......................................................................................10

2.3.2. Public transport ads.....................................................................................10
2.3.3. Sponsorships and brand events...................................................................11
III. Aims of Advertising..............................................................................................12
3.1. Informing Customers..........................................................................................12

3.1.1. Introducing New Products or Services........................................................12

3.1.2. Educating Consumers on Product Benefits.................................................12
3.2. Persuading & Influencing Buying Decisions.....................................................13

3.2.1. Creating Brand Awareness and Recognition...............................................13

3.2.2. Building Trust and Brand Loyalty..............................................................13
3.3. Increasing Sales & Market Share.......................................................................14

3.3.1. Encouraging Impulse Buying......................................................................14

3.3.2. Differentiating from Competitors................................................................14
IV. How to Design a Good Advertisement................................................................14

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 4.1. Understanding the Target Audience...................................................................14

4.1.1. Identifying customer needs and preferences...............................................14

4.1.2. Conducting market research........................................................................15
4.2. Crafting a Strong Message.................................................................................15

4.2.1. Using persuasive language and emotional appeal.......................................15

4.2.2. Clear and concise message..........................................................................16
4.3. Choosing the Right Medium..............................................................................16

4.3.1. Matching the ad format with the audience (e.g., Gen Z prefers social media
ads)........................................................................................................................16
4.4. Visual & Creative Elements...............................................................................16

4.4.1. Eye-catching design, colors, and layout......................................................16

4.4.2. Engaging visuals and storytelling...............................................................18
5. Call to Action (CTA)...............................................................................................19
5.1. Encouraging immediate response (e.g., "Buy Now," "Sign Up Today")...........19

V. Conclusion...............................................................................................................20
REFERENCES............................................................................................................21

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I. Introduction
Advertising is the process of promoting products, services, or ideas to attract
public attention and influence consumer behavior. Businesses use advertising to
introduce their offerings, persuade potential customers, and differentiate themselves
from competitors. It appears in various forms, from traditional media like television
and newspapers to modern digital platforms such as social media and search engines.
Importance of Advertising in Modern Business and Society: Advertising plays
an essential role in both the economy and society, shaping how businesses connect
with consumers and how individuals discover new products and services. For
companies, it serves as a key strategy to establish their brand identity, increase
visibility, and differentiate themselves from competitors. Without effective
advertising, businesses may find it challenging to attract potential customers and
generate consistent revenue. Additionally, advertising allows companies to introduce
new products, create demand, and maintain customer engagement by reinforcing brand
loyalty.
From a consumer perspective, advertising is a primary source of information
that influences purchasing decisions. It keeps people updated on the latest trends,
product innovations, and promotional offers, making it easier to compare different
options before making a purchase. Moreover, well-crafted advertisements can educate
consumers on product benefits, usage instructions, and unique selling points, ensuring
they make informed choices that align with their needs and preferences. In a broader
sense, advertising also reflects cultural and societal trends, shaping consumer
behaviors and driving market demand. Without advertising, many individuals might
remain unaware of new developments in the market, leading to slower business growth
and fewer opportunities for economic expansion.

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II. Channels of Advertising: Advantages and Disadvantages
2.1. Traditional Advertising
2.1.1. TV Commercials
Television commercials remain a highly influential advertising tool due to their
ability to combine visuals, sound, and storytelling, making them engaging and
memorable. They have the advantage of reaching a wide audience, particularly
families and older generations who regularly watch TV. Additionally, ads aired on
reputable TV channels often gain credibility, as viewers tend to trust professionally
produced content. However, despite these strengths, TV advertising has notable
drawbacks. The cost of producing and broadcasting commercials is extremely high,
making it less accessible for small businesses. Furthermore, unlike digital advertising,
TV commercials lack precise audience targeting, meaning many viewers may not find
the content relevant. Another growing challenge is that many people now skip
commercials by switching channels or using streaming services, which reduces the
overall effectiveness of this advertising method.
One of the most successful TV advertising campaigns was Coca-Cola’s
"Holidays Are Coming." Featuring its iconic red trucks and festive music, the
campaign has become a Christmas tradition in many countries. By consistently airing
this advertisement every holiday season, Coca-Cola has reinforced its brand image and
successfully associated its product with festive celebrations, strengthening customer
loyalty year after year.
2.1.2. Radio Ads
Radio advertising remains an effective way to reach audiences, particularly
those who listen while commuting, working, or performing daily activities. One of its
biggest advantages is affordability, as radio ads cost significantly less to produce and
broadcast than TV commercials. Additionally, they can be scheduled to air at specific
times to target a particular audience, such as morning shows for working professionals
or evening slots for younger listeners. However, radio ads also have limitations. Since
they rely solely on audio, they lack the visual appeal that makes TV commercials
memorable. If an advertisement is not well-crafted with catchy jingles or compelling
storytelling, listeners may easily forget it. Moreover, with the rise of music streaming
services and podcasts, traditional radio listenership has declined, reducing the overall
reach of radio advertisements.
A well-known radio advertising success story is McDonald’s "I'm Lovin’ It"
jingle. By consistently playing this short, memorable tune across different radio
stations, McDonald's created a strong brand association. The jingle became instantly

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recognizable, reinforcing brand awareness and contributing to the company’s global
marketing success.
2.1.3. Print Media (Newspapers, Magazines, Billboards)
Print advertising, which includes newspapers, magazines, and billboards, has
long been a traditional way for businesses to promote their products. Newspaper and
magazine ads allow companies to provide detailed information and target specific
audiences, making them effective for businesses catering to niche markets.
Meanwhile, billboards are strategically placed in high-traffic areas, ensuring maximum
visibility. One of the main benefits of print advertising is its longevity—magazine ads
can be revisited multiple times, and billboards remain in place for extended periods.
However, print media also has its disadvantages. The decline of newspaper readership
and the shift to online news have significantly reduced the effectiveness of newspaper
ads. Additionally, billboards, while excellent for brand visibility, provide limited space
for detailed messages and rely heavily on location and design quality.
A standout example of a successful billboard campaign is Nike’s "Just Do It"
campaign. The company used bold, simple designs featuring athletes and motivational
messages to inspire people to take action. These billboards became a key part of
Nike’s branding, reinforcing its message of determination and excellence while
driving consumer interest in its products.
2.2. Digital Advertising
2.2.1. Social media advertising
Social media advertising is a powerful tool for businesses to reach a wide
audience, as millions of people use social media on a daily basis.
One of the main advantages of social media advertising is its ability to directly
connect businesses with potential customers and gain insight into their interests.
Additionally, social media platforms such as Google and Facebook make it easier for
businesses to target specific demographics, resulting in increased visibility and
potential customer acquisition. Online tools also allow businesses to track the
performance of their ads and make necessary adjustments to optimize their campaigns.
However, it is important to note that social media advertising also has its
drawbacks. For instance, negative feedback from customers can spread quickly on
social media, potentially damaging a business's reputation. Moreover, if ads are not
carefully planned, they can go viral for the wrong reasons and harm the brand's image.
In February 2020, Starbucks started a campaign for the transgender community
with the message #WhatsYourName. The brand asked customers to post pictures of
cookies shaped like mermaid tails (which represent the group Mermaids) and use the
hashtag #WhatsYourName on Twitter, Instagram, Facebook, andYouTube.
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2.2.2. Search engine marketing (SEM)
Search engine marketing (SEM) is a highly effective strategy for increasing
website visibility. By utilizing SEM, businesses can ensure that their ads appear
prominently in search results, allowing them to effectively reach their target audience.
Additionally, SEM provides businesses with valuable tools to track and analyze
advertising performance, enabling them to make data-driven adjustments to their
strategy. However, it is important to note that SEM can be costly. Bidding for
competitive keywords often requires a significant budget, and popular keywords can
have fierce competition, making it challenging for ads to stand out. Furthermore, if the
wrong keywords are selected or if the ad fails to attract users.
Chus jewelry online store improves its visibility on search engines like Google
by optimizing its website with relevant keywords, meta descriptions, and high-quality
product images. As a result, when someone searches for “handmade silver necklace,”
your website is more likely to appear at the top of search results, increasing the
chances of attracting potential customers.

2.2.3. Email marketing

Email marketing is a cost-effective way for businesses to connect with
customers and promote their products. First, it helps increase brand awareness by
using consistent styles and content that make the brand more recognizable. Moreover,
businesses can easily measure campaign effectiveness through metrics like open rates
and click-through rates. In addition, email marketing drives traffic to websites by
encouraging users to visit links or sign up for services. Furthermore, it allows

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businesses to collect and nurture potential customers through newsletters and special
offers.
However, there are some challenges. For example, many promotional emails
end up in spam folders or are ignored by customers. Additionally, if emails are not
relevant, customers may feel annoyed and unsubscribe. Moreover, creating engaging
email content requires time and effort to understand customer needs.
Adidas stands out by utilizing dynamic content and personalized emails that are
tailored to the individual interests, location, and purchase history of each customer.
This approach has been particularly successful during the COVID-19 pandemic, as it
has allowed the brand to effectively reach customers at a time when in-store shopping
was limited. The brand also keeps their email text concise, placing emphasis on
product images rather than prices in order to capture the attention of their audience and
generate interest.

2.2.4. Influencer marketing

Influencer marketing combines the power of celebrity endorsements with
modern, content-driven campaigns, allowing brands to directly engage with
influencers to reach their target audiences. One of the main advantages of this type of
marketing is that it helps to establish trust and credibility, as influencers are seen as
reliable sources by their followers, which in turn boosts the reliability of the brand.
Additionally, collaborating with influencers can significantly expand a brand's reach,
connecting them with a larger and more engaged audience. This approach also saves
time for brands, as influencers create content that resonates with their followers,
simplifying the marketing process.
However, it is important for brands to carefully select influencers whose
audience aligns with their target market, as there is a high risk of failure if the
influencer's audience does not engage with the content. Furthermore, measuring the
success of influencer marketing can be challenging, as engagement does not always
translate into sales. Additionally, the cost of working with top influencers can be high,
and the market is becoming increasingly saturated with sponsored content, making it
difficult for brands to stand out.
Nike's collaboration with basketball legend Michael Jordan led to the creation
of the Air Jordan brand.

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2.3. Outdoor & Event Advertising
2.3.1. Billboards, posters
Billboards and posters are forms of outdoor advertising that utilize large signs
to convey a company's message. They are strategically placed in high-traffic areas
such as intersections, highways, and tall buildings, allowing for maximum visibility
and exposure to a wide audience on a daily basis. One of the advantages of billboards
is their ability to be displayed continuously, which can aid in brand recognition over
time. Furthermore, they are a cost-effective advertising option, providing longer
exposure compared to more expensive media like television or radio. Billboards can
also play a crucial role in branding by increasing product recognition. However, they
do come with their own set of challenges. Inclement weather can damage billboards,
diminishing their effectiveness, and the limited space available makes it difficult to
convey detailed information. Unlike digital advertising, billboards do not offer instant
feedback, making it harder to measure their impact.
Vinamilk uses a multi-channel advertising strategy, with billboards playing a
key role in boosting brand recognition. Placed in high-traffic areas, these well-
designed billboards effectively reach a large audience and strengthen Vinamilk’s
market position.

2.3.2. Public transport ads

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 Public transport ads involve placing advertisements on vehicles like buses,
trains, and taxis, as well as at stations. These ads are effective for reaching a wide
audience, including both commuters and pedestrians.
These advantages include a wide customer reach, cost-effectiveness, high
exposure through fixed routes, strong impressions due to the size and placement of
ads, and a variety of ad formats. However, there are disadvantages such as limited
space for detailed messages, the impact of weather on ad quality, short exposure times
due to the moving nature of buses, difficulty in measuring effectiveness, and
competition with other ads.
For example, Lazada uses bus advertising in Vietnam to increase brand
awareness by displaying bright, colorful ads with product images, which helps the
brand connect with a large number of potential customers.

2.3.3. Sponsorships and brand events

Sponsorships and brand events are a common marketing strategy in which a
company provides financial or other support to promote its brand, product, or service.
This can be a beneficial tactic for businesses, as it allows them to gain visibility,
credibility, and connections with potential customers. Some of the key advantages of
sponsorships and brand events include increased brand recognition, positive public
relations, greater customer engagement, and opportunities for market expansion.
However, it is important to note that there are also potential disadvantages to consider.
These may include the risk of a negative image if the event is controversial, difficulties
in managing budgets and KPIs when multiple sponsors are involved, and the
possibility of a diluted brand presence if too many companies are sponsoring the same
event.
In early August 2020, Pepsi became the main sponsor of the program Rap Việt.
This is a rap game show featuring many famous rap artists such as Suboi, Binz, Karik,
Wowy, and others, attracting a lot of attention, especially from the youth, in recent
times.

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III. Aims of Advertising
Advertising serves multiple purposes in modern business and society.
Companies invest in advertising to communicate with consumers, influence their
purchasing decisions, and ultimately increase profitability. The key aims of advertising
are as follows:
3.1. Informing Customers
Advertising plays a crucial role in educating consumers about products,
services, and brand values. By providing detailed information, businesses help
consumers make informed purchasing decisions and understand the unique benefits of
different products. This is particularly important for new market entrants and
industries with complex products that require consumer education.
3.1.1. Introducing New Products or Services
When a company launches a new product or service, advertising helps inform
the public about its features, benefits, and availability. Through various advertising
channels such as television, social media, and online ads, businesses can generate
interest and attract early adopters.
For example, Apple’s advertising campaigns for new iPhone models highlight key
features such as camera improvements, battery life, and design upgrades to build
anticipation and drive sales. According to Statista, Apple spent approximately $2.38
billion on advertising in 2022, contributing to a 14% increase in iPhone sales. In
addition, a study by McKinsey & Company found that 60% of smartphone buyers
consider advertising a key factor in their purchase decisions.
3.1.2. Educating Consumers on Product Benefits

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 Some products require consumer education to showcase their value effectively.
Advertisements help explain how a product works, its unique selling points, and why it
is better than competing products. By educating consumers, businesses can increase
brand credibility and customer trust.
For instance, skincare brands like Olay and Neutrogena use educational
advertising to inform consumers about the benefits of specific ingredients, such as
retinol or vitamin C, in their skincare products. A survey conducted by Nielsen in 2023
revealed that 72% of consumers preferred brands that provided educational content in
their advertisements. Similarly, the organic food industry has seen a 35% increase in
sales over the past decade, partially due to educational advertising emphasizing the
health benefits of organic products.
3.2. Persuading & Influencing Buying Decisions
Beyond providing information, advertising aims to persuade consumers and
shape their purchasing behavior. Effective advertising strategies create emotional
connections with customers, influencing their preferences and loyalty towards a brand.
Persuasive advertising techniques such as emotional appeal, celebrity endorsements,
and storytelling are commonly used to strengthen brand attachment.
3.2.1. Creating Brand Awareness and Recognition
One of the primary objectives of advertising is to establish and reinforce brand
identity. Strong brand awareness makes a company’s products the first choice for
consumers when making purchasing decisions. Consistent messaging and repeated
exposure to advertisements help embed brand names in consumers' minds.
Coca-Cola’s consistent branding, including its red color scheme, logo, and
holiday-themed advertisements, keeps the brand top of mind for consumers. According
to a 2023 report by Kantar, Coca-Cola's marketing investments helped increase its
global market share by 1.2%. Similarly, McDonald's spends over $450 million
annually on advertising in the U.S. alone, reinforcing its brand presence in the fast-
food industry.
3.2.2. Building Trust and Brand Loyalty
Well-executed advertising helps foster trust between businesses and customers.
Consistent messaging and high-quality promotional content create a positive brand
image, leading to long-term customer relationships. When consumers trust a brand,
they are more likely to remain loyal and make repeat purchases.
Nike’s “Just Do It” campaign not only promotes products but also conveys a
motivational message, helping the brand build emotional connections with consumers.
A 2022 customer loyalty study found that Nike's branding efforts contributed to a 10%
increase in repeat purchases and a 15% rise in customer lifetime value. Furthermore,
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loyalty programs integrated with advertising strategies have proven effective, with
75% of customers reporting that they are more likely to buy from brands that offer
personalized promotions.
3.3. Increasing Sales & Market Share
A key goal of advertising is to generate revenue growth by encouraging
purchases and expanding market share. Businesses use advertising to attract new
customers, encourage repeat purchases, and differentiate themselves from competitors.
The Global Advertising Market Report 2023 projected that businesses investing in
advertising see an average revenue increase of 20%.
3.3.1. Encouraging Impulse Buying
Effective advertising can create a sense of urgency, prompting consumers to
make spontaneous purchases. Tactics such as limited-time offers, flash sales, and
persuasive calls to action drive immediate buying behavior. This strategy is especially
effective in e-commerce and retail industries, where impulse purchases account for a
significant portion of sales.
Amazon’s “Prime Day” sales event uses heavy advertising to promote exclusive
discounts, leading to a surge in purchases within a short timeframe. In 2023, Amazon
reported $12.7 billion in sales during Prime Day, a 6.1% increase from the previous
year. According to a survey by CNBC, 74% of Prime Day shoppers admitted to
making purchases they had not originally planned due to promotional advertising.
3.3.2. Differentiating from Competitors
In highly competitive industries, advertising helps brands stand out by
emphasizing unique product features, superior quality, or competitive pricing. A
strong advertising strategy allows companies to establish their market position and
attract a loyal customer base.
Tesla differentiates itself from traditional car manufacturers by focusing on
innovative technology and sustainability in its advertising campaigns. Tesla’s brand
awareness strategy contributed to a 36% increase in global sales in 2023. In contrast,
brands that fail to invest in effective advertising often struggle—studies show that 42%
of startups fail due to poor marketing and brand differentiation.

IV. How to Design a Good Advertisement

4.1. Understanding the Target Audience
Before creating an advertisement, businesses need to clearly understand who
their target customers are. This helps optimize the content and communication
channels to achieve the best results.
4.1.1. Identifying customer needs and preferences

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 Customers have different interests and desires, so businesses must thoroughly
research them to create advertisements that resonate and appeal to their emotions. For
example, a company selling eco-friendly products should target environmentally
conscious consumers who prioritize sustainability. A successful case is Patagonia, a
clothing brand that appeals to environmentally aware customers by promoting its
sustainable practices, such as using recycled materials and encouraging customers to
repair old products instead of buying new ones. This approach not only attracts the
right audience but also builds brand loyalty.
For example: Zappos: This online retailer emphasizes exceptional customer
service, understanding that their customers value support and convenience. By offering
free returns and 24/7 customer service, Zappos addresses customer needs, leading to
increased loyalty and satisfaction.
4.1.2. Conducting market research
Market research helps gather insights into consumer trends, customer behavior,
and competitors. Common methods include surveys, data analysis, and monitoring
customer feedback. For instance, McDonald's frequently conducts market research to
understand regional food preferences. In India, where many people prefer vegetarian
meals, McDonald's introduced a menu with items like the McAloo Tikki Burger,
catering to local tastes. This strategic adaptation based on market research significantly
increased its success in the region.
For instance: Nescafé: In Australia, Nescafé's "Now's Good" campaign
leveraged consumer insights emphasizing the ease and affordability of enjoying café-
style coffee at home. This approach reversed a decline in their product category and
stimulated overall growth in the retail coffee sector.
4.2. Crafting a Strong Message
A strong message helps advertisements leave a lasting impression and spread
widely.
4.2.1. Using persuasive language and emotional appeal
Choosing the right words can make an advertisement more appealing and
impactful. For example, beverage brands often use slogans that evoke refreshment,
such as "Instantly Refreshing, Enjoy Every Moment."
For example: Coca-Cola: The brand's advertisements often evoke happiness and
togetherness. Campaigns like "Open Happiness" use emotional appeal to connect with
consumers on a personal level, encouraging positive associations with the product.
Dove: Dove's "Real Beauty" campaign challenges traditional beauty standards by
showcasing real women, promoting self-esteem and body positivity. This emotional
appeal resonates deeply with their audience, fostering brand loyalty.
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4.2.2. Clear and concise message
An advertisement’s message should be succinct and easy to remember,
allowing viewers to grasp it instantly. Short, powerful slogans like Nike’s "Just Do It"
or Apple’s "Think Different" demonstrate the success of simple yet effective
communication.
4.3. Choosing the Right Medium
Selecting the right platform for advertising helps reach the intended audience
and optimize the marketing budget.
4.3.1. Matching the ad format with the audience (e.g., Gen Z prefers social media
ads)
Each customer group consumes information differently, so businesses must
choose the right advertising platform. For example:
 Gen Z: This young audience spends a lot of time on social media platforms like
TikTok and Instagram. Short videos, interactive content such as challenges, and
live streaming are effective ways to engage them. Example: Nike's TikTok
challenges encourage users to share their workout videos, increasing brand
engagement.
 Office Workers: This group often encounters ads through emails, news
websites, or YouTube ads during lunch breaks. Example: LinkedIn's targeted
ads for professional services effectively reach working professionals.
 Older Adults: They tend to watch television and read newspapers more
frequently, making TV commercials and print ads more effective for reaching
them. Example: Pharmaceutical companies advertise medicines on television
during prime time, ensuring they reach senior audiences who are more likely to
need healthcare products.
4.4. Visual & Creative Elements
4.4.1. Eye-catching design, colors, and layout
Firstly, Eye-catching design is a vital element that involves creating a unique
and memorable design. It could mean using innovative shapes, typography, and
graphics. For example, Apple is known for its minimalist product photography,
showcasing its products in clean, elegant settings. This creates a sense of
sophistication and desirability. Choosing fonts that are legible and reflect your brand's
personality is important. Netflix uses a bold, clean font that is easily readable on
various devices.
Secondly, eye-catching colors are also one of the elements used to design a
good advertisement. Red evokes excitement, energy, and urgency, and it is often used
for sales and promotions. Coca-Cola's branding is an example. Blue conveys trust,
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reliability, and security. It is commonly used by financial institutions and tech
companies. Examples are Facebook, and many banking institutions. Yellow involved
optimism, happiness, and warmth. It is effective for grabbing attention. Example is
McDonalds golden arches. Green is the symbol of nature, health, and growth.
Frequently, it is used by eco-friendly brands. Example is Whole Foods market.
Orange involves enthusiasm, friendliness, and creativity. It is often used to create a
sense of urgency. Example is Home depot.

Moreover, Designing a good advertisement needs an eye-catching layout. It

should be visually appealing to attract attention at first glance. A well-structured
design helps deliver the message clearly and effectively. The first point, Visual
Hierarchy is crucial. Techniques include size, color, placement. Larger elements draw
more attention. Bold or contrasting colors stand out. Elements in the center or top of
the layout tend to be noticed first. The second one is white Space (Negative Space). It
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prevents clutter and makes the layout easier to digest. It enhances readability and
creates a sense of sophistication. Balance is symmetrical balance creates a sense of
formality and stability. Asymmetrical balance creates a more dynamic and modern
look. Focal Point is important. Every ad should have a clear focal point that draws the
viewer's attention. This could be an image, a headline, or a call to action. Flow and
Movement is also a key element. The layout should guide the viewer's eye through the
ad in a logical sequence. This can be achieved through the placement of elements and
the use of directional cues.
For example: Apple's layouts are designed to create a sense of elegance, simplicity,
and innovation. They understand how to use visual elements to effectively
communicate their brand message and create a strong emotional connection with their
audience.

4.4.2. Engaging visuals and storytelling

The combination of engaging visuals and compelling storytelling is a
powerhouse in advertising. It's about more than just showing a product; it's about
creating an emotional connection with the audience. Key Elements are High-Quality
Imagery/Video, Emotional Visuals, Dynamic Visuals, Narrative Structure, Relatable
Characters, Emotional Resonance, Authenticity.
Example: Patagonia's advertising often tells stories of adventure, exploration, and
environmental activism. They showcase the stories of individuals who are passionate
about protecting the planet. They have done very well with telling their own company
origin story, and the values that drive the company.

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5. Call to Action (CTA)
5.1. Encouraging immediate response (e.g., "Buy Now," "Sign Up Today")
Encouraging an immediate response in advertising is a core principle of direct
response marketing. It's about prompting your audience to take action right now. Good
CTAs work by using a few key things. The first is strong words that tell people what
to do. The second is clear and short messages are crucial. The third is stand out
buttons. And finally, making people feel like they might miss out. When you put these
together, CTAs get people to act.
Brand Example: Amazon drives high conversion rates through its strategic use
of prominent CTAs, coupled with urgency and scarcity tactics. Bright, visible 'Add to
Cart' and 'Buy Now' buttons, alongside limited-time deals and stock notifications,
encourage immediate purchases. Incentives like Amazon Prime, discounts, and
simplified purchasing further enhance the user experience

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V. Conclusion
In summary, advertising plays a pivotal role in modern business, serving not
only as a tool to introduce products but also as a means to build brands, establish trust,
and drive sales. From traditional channels like TV and print to diverse digital
platforms, businesses have a myriad of options to reach their customers. However, for
an advertising campaign to succeed, understanding the target audience, crafting a
strong message, choosing the right medium, designing compelling visuals, and
providing a clear call to action are crucial.
The advertising industry is constantly evolving, particularly with the rise of
artificial intelligence (AI), personalization, and interactive ads. These trends promise
to deliver unique and more effective advertising experiences for both businesses and
consumers. To maximize the power of advertising, businesses must continuously
update their knowledge of trends, invest in market research, and innovate relentlessly.

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REFERENCES
https://www.marketingevolution.com/knowledge-center/4-examples-brand-customer-
centric-retail-marketing
https://www.theaustralian.com.au/business/growth-agenda/nescafe-creativity-brews-
up-coffee-market-growth/news-story/4aa48cfb14087edaca797fdc2fb43602
https://www.indeed.com/career-advice/career-development/emotional-appeal-
advertising
https://stevens-tate.com/articles/emotional-advertising/
https://www.marketingevolution.com/knowledge-center/4-examples-brand-customer-
centric-retail-marketing
https://www.iubenda.com/en/help/128588-5-persuasive-advertising-examples-to-
inspire-your-campaign

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 MEETING MINUTES 1 - GROUP 3
Time: from 3 PM to 5 PM
Place: Google Meeting
Participants: Vũ Thị Hồng Hanh; Đỗ Thị Thanh Hiền (Leader); Nguyễn Viết Hiếu
(Minute-taker); Vũ Minh Hiếu; Bùi Văn Việt Hoàng
Contents for discussing:
 The leader explains and analyzes the topic for team members to understand the
content of the topic to discuss.
 The leader proposed the plan to vote and accept the work, all members
approved.
Conclusion:
 All members participated fully and on time.
 All members participated actively and enthusiastically.
 Duties for participants:
Name Duty
2.2. Digital Advertising
Vũ Thị Hồng Hạnh
2.3. Outdoor & Event Advertising
4.4. Visual & Creative Elements
Đỗ Thị Thanh Hiền 4.5. Call to Action (CTA)
V. Conclusion
I. Introduction
Nguyễn Viết Hiếu 2.1. Traditional advertising
Do Word
4.1. Understanding the Target Audience
Vũ Minh Hiếu 4.2. Crafting a Strong Message
4.3. Choosing the Right Medium
Bùi Văn Việt Hoàng III. Aims of Advertising
th
The meeting ended at 5 PM on February 15 2025!
Leader Minute-Taker
(Signature and name) (Signature and name)
Hiền Hiếu
Đỗ Thị Thanh Hiền Nguyễn Viết Hiếu

22
 MEETING MINUTES 2 - GROUP 3
Time: from 3 PM to 5 PM.
Place: Google Meeting
Participants:
 Vũ Thị Hồng Hanh
 Đỗ Thị Thanh Hiền (Leader)
 Nguyễn Viết Hiếu (Minute-taker)
 Vũ Minh Hiếu
 Bùi Văn Việt Hoàng
Contents for discussing:
 Discussing the topics
 Preparing Word and PowerPoint.
Conclusion:
 All members participated fully and on time.
 All members participated actively and enthusiastically.
The meeting ended at 5 PM on February 20th 2025!
Leader Minute-Taker
(Signature and name) (Signature and name)
Hiền Hiếu
Đỗ Thị Thanh Hiền Nguyễn Viết Hiếu

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