Advertising methods of construction investment and technology import export join stochứng khoán company

l and Tourism College. And I am also grateful to Mrs. Ngo Thi Thai – the teacher of English of Hanoi commercial and Tourism College – who directly instructed me in writing this assignment. Besides, I also would like to thank to Mr. Le Minh Thuan the General Director and Mrs Nguyen Thi Thuy the Vice- Director and all team members of Construction Investment And Technology Import Export Join Stock Company. For their help in a long time I practiced in the company Finally, I would like to thank my family and friends who supported and helped me in the past time. TABLE OF CONTENT Methods of advertising PART A: INTRODUCTION 1. Reason: When I was a child, I was impressed by the ads on TV. They were colored and musical. When grew up, I understood what, how, and where I could buy these things I need. I realize the importance of advertising in this world when I studied in Hanoi Tourism and Commercial College. Advertising is not only for every company .But some require it because their market is big and constantly changing and evolving .Consider this up to 30 percent of the people in the US move each year .Or, you may be looked into a battle with a competitor .People do business with companies that are knowing and trusting .Advertising can help build awareness, so that eventually consumers will trust your offer I firmly believe that advertising is an excellent toll for rapidly building awareness of a company, its product or service .I believe equally firmly that you build a brand through public relations, not advertising. 1: Position or repositions your company, product or service. 2: Gain new customer, particularly hard-to reach ones. 3: Maintain consistent, controlled customer communications. 4: Reinforce personal sales calls, direct-mail. 5: Retain existing customers. 2. Purpose: The advertising has following purposes: .To attract new buyers and try to expand customer base. .To complete in the market. .To create an organization’s recognition among consumers. .To promote subsidiary or product manufactured by the same company. .To increase the sale of a particular product. .To carry out public relations and public service program. Advertising begins with the advertiser the individual or organization that usually initiates advertising process. The advertising also makes the final decisions about what the advertising will be direct to, the media in which it will appear the size of the advertising and the duration of the campaign. The major player in the advertising world is the media used by these advertisers. The media are channel of communication they carry the messages from the advertiser to the audience .Media organizations are organized to sell and time 3. Method: I used some methods to find information and do this assignment such as: -Reading. -Searching data on internet -Analyzing data -Consulting with supervisor PART B. CONTENT CHAPTER 1: THEORETICAL BACKGROUND 1. The definition of advertising: Advertising is the business of drawing public to goods and services and is performed through a variety of media which is non personal presentation to attempts to persuade people to buy goods and services “English for business world” (2005-Education and training publish). It informs the customers about the existence and benefit of the products or services and attempts to persuade them to buy them. Advertising paid message communicated through the various media by industry, business firms, nonprofit organizations, or individuals. Advertising is persuasive and informational and designed to influence the purchasing behavior and thought patterns of the audience. Advertising is a marketing tool and may be used in combination with Sales Promotions, personal selling tactics, or publicity. Advertising is description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it. And advertising is the activities of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. 2. The method of their advertising products: -E-mail messages: These can be wonderful means to getting the word out about your business. Design your e-mail software to include a "signature line" at the end of each of your e-mail messages. Many e-mail software packages will automatically attach this signature line to your e-mail, if you prefer -Magazines: Magazines ads can get quite expensive. Find out if there's a magazine that focuses on your particular industry. If there is one, then the magazine can be very useful because it already focuses on your market and potential customers. Consider placing an ad or writing a short article for the magazine. Contact a reporter to introduce yourself. Reporters are often on the look out for new stories and sources from which to collect quotes. -Newsletters: This can be powerful means to conveying the nature of your organization and its services. Consider using a consultant for the initial design and layout. Today’s desktop publishing tools can generate very interesting newsletters quite inexpensively. -Newspapers (major): Almost everyone read the local, major newspapers. You can get your business in the newspaper by placing advertises, writing a letter to the editor or working with a reporter to get a story written about your business. Advertising can get quite expensive. Newspapers are often quite useful in giving advice about what and how to advertise. -Newspapers (neighborhood): Ironically, these are often forgotten in lieu of major newspapers, yet the neighborhood newspapers are often closet to the interests of the organization’s stakeholders. -Online discussion groups and chat groups: As with e-mail, you can gain frequent exposure to yourself and your business by participating in online discussion groups and chat groups. Note, however, that many groups have strong ground rules against blatant advertising. When you are joining in a group, always check with the moderator to understand what is appropriate. -Posters and bulletin boards: Posters can be very powerful when placed where your customers will actually notice them. But think of how often you’ve actually noticed posters and bulletin broads yourself. Your best bet is to place the posters on bulletin boards and other places which your customers frequent, and always refresh your posters with new and colorful posters that will appear new to passers by. Note that some businesses and municipalities have regulations about the number of size of posters that can be placed in their areas. -Radio announcements: A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, for example, when in their cars. Ads are usually sold on a package basis that considers the number of ads, the length of ads and when they are put on the air. A major consideration with radio ads is to get them announced at the time that your potential customers are listening to the radio. -Telemarketing: The use of telemarketing is rising -Television ads: Many people don’t even consider television ads because of the impression that the ads are very expensive. They are more expensive than most of major forms of advertising. However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials or other forms of advertisements. Television ads usually are priced with similar considerations to radio ads, that is, the number of ads, the length of ads and when they are put on the air. -Web papers: You probably would not have seen this means of advertising on a list of advertising methods if you had read a list even two years ago. Now, advertising and promotions on the World Wide Web are almost commonplace. Businesses are developing Web pages sometime just to appear up-to-date. Using the Web for advertising requires certain equipment and expertise, including getting a computer, getting an internet services provider, buying a Website name, designing and installing the Website graphics and other functions as needed (for example, an online store for e-commerce), promoting the Website (via various search engines, directories, etc.) and maintaining the Website. -Yellow Pages: The Yellow Pages can be very effective advertising if you ads are well-placed in the directory’s categories of services, and the name of your business is descriptive of your services and/or your ad stands out (for example, is bolded, in a large box on the page, etc.). The phone company will offer free advice about placing your ad in the Yellow Pages. They usually have special packages where you get a business phone line along with a certain number of ads. -Direct mail: Mail sent directly from you to your customers can be highly customized to suit their nature and needs. You may want to build a mailing list of your current and desired customers. Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc. Keep the list online and up-to-date. Mailing lists can quickly become out-of-date. Notice mailings that get returned to you. This should be used carefully and it can incur substantial cost, you don't want to inundate your stakeholders with information so make the most of your messages. 3. Words of mouth The best kind of advertising is probably what is known as words of mouth advertising, which occurs when people tell their friends or relatives about the benefits of products or services that they have purchased. It is the best kind of advertising because this form doesn’t have to pay money or anything for anybody. Moreover, words of mouth advertising have many effects. As you known, in fact, if our friends or relatives tell our about the benefit the convenience of products and services which they have used, we will believe in that easily more than listening that on TV, on newspaper or a strange person. When people believe in the products or services, they will buy them. May be, this is the most advantage of words-of-mouth advertising. Advertising is the name given to the process of commercial promotion of goods and services in order to increase its sales. Advertising can be done by means of a number of mediums like television, newspapers, wall paintings, billboards, magazines, Internet, by the word-of-mouth and in many other ways. Advertising informs the buyers about the availability of a certain product or service in the market and encourages them to buy it. The main objectives of advertising are: * Increasing the usage of a certain product and hence acquiring more orders. * Creating new customers and increasing brand recognition. * To obtain feedback from customers regarding a certain product. * To indicate introduction of new products or replacement of old ones. Advertising has a number of uses. Apart from promoting commercial goods, advertising can also be used to educate and motivate the public about non-commercial issues such as audiovisual sales aids, deforestation, family planning, etc. It is a powerful media which is capable of reaching to the far out masses. Nowadays we find many ads on the internet also. These advertisements in most cases have been successfully in connecting the user with the information he requires. To prevent complete commercialization of electronic media, some countries have made it mandatory for broadcasters to air some advertisements related to consumer interest. These public advertisements educate people of that country on a number of social and moral issues. However, some people are very keen on exposing the negative side of advertising. The impact that advertisements cause depends on the state of mind of an individual and his past experiences. For instances, young kids will be easily attracted by the false claims made in advertisements. People are also arguing about the increase in consumption of substances like alcohol and cigarettes after viewing the ads. Excessive advertising has become a nuisance in most cities of the world. Manufacturers easily make false claims about any product and influence the minds of the people. To confront this problem, companies are being asked to withdraw any false and negative claims made in their ads and also being made to pay a fine for these false claims CHAPTER 2: PRACTICAL BACKGROUND 2.1. Company’s background: Construction Investment and Technology Import Export Join Stock Company is located in 95 Lang Street DongDa District Hanoi. Construction Investment And Technology Import Export Join Stock Company offers a winning combination of professional business services, Wireless High Speed Internet Access on Site ATM cash machine. In order to coordinate all works, you will find high-tech equipments. Construction Investment and Technology Import Export Join Stock Company is managed by Le Minh Thuan. 2.2 The advertising methods of the company Advertising plays a very essential role in every corporation. Especially. So the customer services are very good. Advertising is of great importance in gaining public’s awareness. The company has been using many methods in advertising such as: Newsletter, poster, brochures, email, mass media (newspaper, magazine-trade, ). Each of those methods has its own advantages and disadvantages. Email advertising of company, as effective as it is has both advantages and disadvantages. The advantages of email advertising are numerous. For starters, it is extremely cheap. Company can send email messages literally to millions of clients and prospects who have opted to receive their messages at a cost that is close to zero. Then it is instant, recipients are able to receive the message and respond instantly. This is in sharp contrast to snail mail, which usually takes days to arrive and it often cost a bundle to mail a simple message to a few thousand individuals sending out email messages to targeted customer. Email advertising of company is also very easy to track. Within a few hours of sending a message, Email has changed the way of the company do business. Sure, people complain about the amount of Email they receive. But when all is said and done, using Email has impacted business and customer in a positive way and has the edge over other methods of communication. But not who also read them, advertise by a company's little sum of moneys also costly email, but also isn't acquired efficiently. Because number of email plenty more keep everybody from notice, and client concernment to wherewith motel by mere capful email. Newsletter is a good type of advertising spread but this advertising formality doesn't bring back much profits. It has feature help client seize company’s information obviously. it is advertising formality to give helping to all information indoctrination to everybody, sale promotion. But it's present retrench either. However it is in a way updates information, service but it doesn't get issued very often entered weekly and who also lose much time in preparation, it doesn't bring to many benefits for company The poster, as the way in which it is seen, is very different from newspaper or magazine advertisements. Reading is usually a private activity and therefore newspapers and magazines-trade can carry advertisements for personal products which could look out of place in more public settings such as on television or on posters. Conversely, the poster is a highly public medium that can be seen by crowds of people at any one time. So posters of company are an effective means of publicizing issues of importance to public. Poster is tool help company, its customer services, is pasted In who harass where passer-by is mickle. It is advantages. Of course the major disadvantage is the fact that posters are usually seen on the move, and of the hundreds we pass in any given week very, very few are actually looked at. Good posters demand strong graphics and few words. This formality In many attention from clients impossible, it is mere a advertising formality characteristic that give help to everybody know, it doesn't bring back profit for company. Newspapers are one of the traditional mediums used by business, both big and small are alike, to advertise their businesses. Consequently, company also refers to customer service up to clients. Company has the flexibility in deciding the advertising size and placement within the newspaper. Company’s advertising can be as large as necessary to communicate as much of a story as company care to tell. Exposure to company’s advertising is not limited; readers can go back to company’s message again and again if so desired. People expect to find advertising in their newspapers. Newspapers are usually read once and then discarded and poor photo reproduction limits creativity. Newspapers are a highly visible medium, so company’s competitors can quickly react to company’s prices and services. This formality is not company's common form. Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows company to reach highly targeted audiences. Relatively long advertising life and repeated ad exposure, better quality paper permits better color reproduction and full-color advertisements. Magazine-trade have plenty more eye-catching, more detailed Brochures: It be book to introduce information. 2.3 On businesses’ activities in society Firstly, to businesses which have products advertised, advertising is considered the bridge between them and consumers. It is the major factor to bring their products to the public. Appearantly, advertising is an excellent marketing tool for businesses. Let’s take an example: many years ago, many products are still very new to Vietnamese especially products imported from abroad, now it is advertising that brings them closer to Vietnamese customers. For example, Tiger-Carlsberg, Cocacola-Pepsi are all competitors in the market and their products have been very well-known in Vietnam due to their very successful advertising campaign. Whenever you feel thirsty or need drinks for a party you immediately think of Cocacola, Pepsi, Tiger or Carlsberg... Secondly, to businesses which do advertising service, it is really a lucrative job. They gain millions of dollars from enterprises’ advertising budget every year. In Vietnam there is a growing trend of advertising expenditure now. The top ten advertisers in 2001 spent some 27.18m in the first five months compared to 30.14m during the same period this year, an increase of 10.9 percent. Of those advertisers the largest growth was experienced in the foodstuffs grouping, which grew at alarming 168 percent, followed by alcohol advertising spending (84 percent) and milk products (63 percent). The largest decrease in spending in the top ten was in the toiletries sector which experienced negative growth of 33.8 percent, followed by motorcycle/bicycle advertising spending which dropped by 26.5 percent. The growth of the industry is largely being generated by new entrants and smaller advertisers spending more on commercialising their goods and services. This is a very healthy sign for the advertising industry in general since it represents an organic growth curve and also identifies a trend in overall advertising spending becoming more and more broad in terms of sector growth. Newspapers and magazines receive nearly 70 percent of their revenue from advertising; commercial TV and radio derive virtually all their income from advertisers. Small, financially insecure newspapers, magazines, or broadcast stations are the most susceptible to pressure from advertisers, particularly companies that account for a large amount of the medium's advertising revenue. A local newspaper may be reluctant to print an unfavorable story about a car dealer or supermarket chain on whose advertising it depends. While larger, more financially stable media should be less susceptible to an advertiser's influence, they may still be reluctant to carry stories detrimental to companies that purchase large amounts of advertising time or space. For example, since cigarette commercials were taken off radio and TV in 1970, tobacco companies have allocated most of their budgets to the print media. The tobacco industry outspends all other national advertisers in newspapers, and cigarettes constitute the second largest category of magazine advertising (behind transportation). This has led to charges that magazines and newspapers avoid articles on the hazards of smoking to protect this important source of ad Revenue. Individual TV stations as well as the major networks also can be influenced by advertisers. Programming decisions are made largely on the basis of what shows will attract the most viewers and thus be most desirable to advertisers. Critics say this often results in lower-quality television, as educational, cultural, and informative programming is usually sacrificed for shows that get high ratings and appeal to the mass markets. Advertisers have also been accused of pressuring the networks to change their programming. Many advertisers have begun withdrawing commercials from programs that contain too much sex and violence, often in response to threatened boycotts of their products by consumers if they advertise on these shows. The commercial media's dependence on advertising means advertisers can exert influence on its character, content, and coverage of certain issues. However, media executives offer several reasons why advertisers do not exert influence over the media. First, they point out it is in the best interest of the media not to be influenced too much by advertisers. To retain public confidence, they must report the news fairly and accurately without showing bias or attempting to avoid controversial issues. Media executives point to the vast array of topics they cover and the investigative reporting they often do as evidence of their objectivity. It is in their best interest to build a large audience for their publications or stations so they can charge more for advertising space and time. Media executives also note that an advertiser needs the media more than they need any individual advertiser, particularly when the medium has a large audience or does a good job of reaching a specific market segment. Many publications and stations have a very broad base of advertising support and can afford to lose an advertiser that attempts to exert too much influence. This is particularly true for the larger, more established, and financially secure media. For example, a consumer products company would find it difficult to reach its target audience without network TV and could not afford to boycott a network because of disagreement over editorial policy or program content. Even the local advertiser in a small community may be dependent on the local newspaper, as it may be the most cost-effective media option available. The media in the United States are basically supported by advertising, which means we can enjoy them for free or for a fraction of what they would cost without advertising. The alternative to an advertiser-supported media system is support by users through higher subscription costs for the print media and a fee or pay-per-view system with TV. Another alternative is government-supported media like those in many other countries, but this runs counter to most people's desire for freedom of the press. Although not perfect, the system of advertising-supported media provides us with the best option for receiving information and entertainment. 2.4 On competition among businesses. Advertising budgets creates a barrier to entry, which makes it difficult for other firms t Some people say that power in the hands of large firms with huge o enter the market. This results in less competition and higher prices. They note that smaller firms already in the market find it difficult to compete against the large advertising budgets of the industry leaders and are often driven out of business. For example, in the Vietnam’s detergent industry, there have been fierce competitions between OMO and TIDE, two biggest enterprises in the industry through their advertising campaign. OMO and TIDE take turns to appear on TV advertisements and there is nearly no rooms for other kinds of detergent such as VISO or DASO on TV. Large advertisers clearly enjoy certain competitive advantages. First, there are certain economies of scale in advertising, particularly with respect to factors such as media costs. Firms such as Procter & Gamble and Philip Morris, which spend over $2 billion a year on advertising and promotion, are able to make large media buys at a reduced rate and allocate them to their various products. Large advertisers usually sell more of a product or service, which means they may have lower production costs and can allocate more monies to advertising, so they can afford the costly but more efficient media like network television. Their large advertising outlays also give them more opportunity to differentiate their products and develop brand loyalty. To the extent that these factors occur, smaller competitors are at a disadvantage, and new competitors are deterred from entering the market. While advertising may have an anticompetitive effect on a market, there is no clear evidence that advertising alone reduces competition, creates barriers to entry, and thus increases market concentration. A famous economist noted that high levels of advertising are not always found in industries where firms have a large market share. He found an inverse relationship between product class advertising intensity and market share stability of the leading brands. These findings run contrary to many economists' position that industries controlled by a few firms have high advertising expenditures, which result in stable brand shares for market leaders. Defenders of advertising say it is unrealistic to attribute a firm's market dominance and barriers to entry solely to advertising. There are a number of other factors, such as price, product quality, distribution effectiveness, production efficiencies, and competitive strategies. For many years, some traditional products of Vietnam such as Thai Nguyen tea was dominant brand even though it was not advertised at all. Industry leaders often tend to dominate markets because of their superior product quality and because they have the best management and competitive strategies, not simply because of the size of their advertising budgets. While market entry against large, established competitors is difficult, companies with a quality product at a reasonable price often find a way to break in. Moreover, they usually find that advertising actually facilitates their market entry by making it possible to communicate the benefits and features of their new product or brand to consumers. For example, South Korea's Kia Motors Corp. entered the US automobile market in 1994 and used ads to tell consumers about the features of its low-priced compact cars. Type of advertising Prices(1000 USD) Number of audient (1000 people) Price percent 1000 people (1000 USD) TV(30 seconds) 65 12 5.42 Full colours page of magazine 135 3.1 43.55 Daily, weekly magazine 31 6.5 60.31 World wide web 15 0.2 7.5 2.5. Business activity -Series connection : network, cable, television antenna, telephone system, switch board, lift, conveyor belt, air conditioning system lightning protection system, light, alert, fire-fighting system, telephone line, electrical substation, aqua pump, building equipment. Certified Manufacturing Plant EG-2350 Singlemode / Multimode Optical Splitter Building material, arrangement, software in field technology Environment treating equipment, experimental equipment Member of company: -Mr Le Minh Thuan – Chairman of director -Mrs Nguyen Thi Thin – Created member -Mr Bui Van Hieu - Created member Financial ability: Registered capital five billion vnd Company can mobilize capital from shareholders when part in projects monumental Company is expanding market and hold own position in the market .And company was up valued by the partners. 2.6 Technical competence Slogans: “your satisfaction is our success” Customers were received products and good service from the company.Workers with good experienced, whole-hearted service, fast After - sale services: quality, price, and service are three factors are critical to the success of any export sales effort. Quality and price are addressed in earlier chapters. Service, which is addressed here, should be an integral part of any company's export strategy from the start. Properly handled, service can be a foundation for growth. Ignored or left to chance, it can cause an export effort to fail. We are not only supply, warranty products but also usually take care and good quality insurance. When end guaranty period we will provide pack whole maintenance service and responsible for checking product in period. Company have friendship with famous producers as NIPON, CRIEER, HONGTAK, LPI, EIGHT, XIMTIC, SUNSPO, SAFER. CHAPTER 3 CONCLUSION Advertising is a very powerful institution and has been the target of considerable criticism regarding its social and economic impact. The criticism of advertising concerns the specific techniques and methods used as well as its effect on social values, tastes, lifestyles, and behavior. Critics argue that advertising is deceptive and untruthful; that it is often offensive, irritating, or in poor taste; and that it exploits certain groups, such as children. Many people believe advertising should be informative only and advertisers should not use subjective claims, puffery, embellishment, or persuasive techniques. Advertising often offends consumers by the type of ap._.