ĐỀ TÀI HOW TO MAKE A GOOD ADVERTISEMENT

BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC THƯƠNG MẠI

BÀI THẢO LUẬN
ĐỀ TÀI: HOW TO MAKE A GOOD

ADVERTISEMENT?

GIẢNG VIÊN HƯỚNG DẪN: VŨ THỊ THU TRANG
LỚP HỌC PHẦN: 232ENTI101217
NHÓM THỰC HIỆN: NHĨM 5
MƠN HỌC: TIẾNG ANH CHUN NGÀNH 2

HỌ VÀ TÊN BẢNG ĐÁNH GIÁ GHI CHÚ ĐÁNH
GIÁ
NHIỆM VỤ
A
Trần Ngọc Lan Elements of a good advertisement Hoàn thành đúng hạn
Có đóng góp tích cực trong
xây dựng bài thảo luận

Techniques:

Lê Khánh Linh - Describing your products/ Hoàn thành đúng hạn

(thư ký) services with honest Có đóng góp tích cực trong A

- Visuals xây dựng bài thảo luận

- Highlighting your

competitive advantages

Hồn thành đúng hạn
Lơ Thị Hương Ly Analyzation of advertising tools Có đóng góp trong xây dựng B+

bài thảo luận

Techniques:

Trần Thị Xuân - Persuasive techniques Hoàn thành muộn

Mai - Following the law B
- Creating association

- Response mechanisms

Introduction and conclusion of the

topic ‘How to design a good

advertisement Hoàn thành đúng hạn
Phạm Hồng Ngọc
(nhóm trưởng) Definition of advertisement and Có đóng góp tích cực trong A
tools to create advertisement. xây dựng bài thảo luận

Sum up materials

Techniques:

Đào Thị Minh - Determining the right Hoàn thành đúng hạn

Nguyệt
medium Có đóng góp trong xây dựng B+

- Identifying your audience bài thảo luận

- Alluring headline

Phạm Văn Nhật X Không tham gia F

Bùi Thị Hồng Hoàn thành đúng hạn
Nhung
Purposes of an advertisement Có đóng góp trong xây dựng B+

bài thảo luận

BẢNG ĐIỂM DỰ KIẾN THEO THANG 10

HỌ VÀ TÊN ĐIỂM DỰ KIẾN THEO THANG 10

Trần Ngọc Lan 9

Lê Khánh Linh (thư ký) 9.5

Lô Thị Hương Ly 8.5

Trần Thị Xuân Mai 8

Phạm Hồng Ngọc (nhóm trưởng) 10

Đào Thị Minh Nguyệt 8.5

Phạm Văn Nhật 0

Bùi Thị Hồng Nhung 8.5

MEETING MINUTES (1) – GROUP 5

Class: 232_ENTI1012_17

Time: From 14:30 to 16:00 on 03/03/2024

Place: Online on Google Meet

Members: Phạm Hồng Ngọc (Leader), Trần Ngọc Lan, Lê Khánh Linh, Lô Thị Hương
Ly, Trần Thị Xuân Mai, Đào Thị Minh Nguyệt, Bùi Thị Hồng Nhung.

Contents for discussing:

- Contributing ideas related to How to design a good advertisement.
- Dividing the task.

Conclusion:

+ Phạm Hồng Ngọc: Introducing and concluding the topic ‘How to design a good
advertisement’, find out definition of advertisement and tools to create advertisement.
Sum up materials.

+ Lô Thị Hương Ly: Researching into advertising creation tools.

+ Bùi Thị Hồng Nhung: Presenting purposes of an advertisement

+ Trần Ngọc Lan: Clarifying elements of a good advertisement

+ Đào Thị Minh Nguyệt: Explaining three techniques for designing advertisements:
Determining the medium, Indentifying audience, Alluring Headline.

+ Lê Khánh Linh: Showing ways to Describing product with honest, Making a good
Visual and Highlighting competitive advantages.

+ Trần Thị Xuân Mai: Listing the remaining techniques for designing effective
advertisements.

+ Phạm Văn Nhật: Not participate in discussion

Duties for members: Thinking and finding out the most suitable content for your own
duty, deadline on 12/03/2024.

Head of the team Secretary

Phạm Hồng Ngọc Lê Khánh Lin

MEETING MINUTES (2) – GROUP 5

Class: 232_ENTI1012_17
Time: From 22:00 to 23:00 on 16/03/2024
Place: Online on Google Meet
Members: Phạm Hồng Ngọc (Leader), Trần Ngọc Lan, Lê Khánh Linh (Secretary), Lô
Thị Hương Ly, Trần Thị Xuân Mai, Đào Thị Minh Nguyệt, Bùi Thị Hồng Nhung.
Contents for discussing:
Carry out a topic presentation review: How to design a good advertisement

Name Performance

1 Trần Ngọc Lan Elements of a good advertisement

Techniques:

- Describing your products/ services with

2 Lê Khánh Linh honest
- Visuals

- Highlighting your competitive

advantages

3 Lô Thị Hương Ly Forms of advertisement

4 Trần Thị Xuân Mai Advertising language techniques, Persuasive
techniques, Following the law

Introdution + Conclusion

5 Phạm Hồng Ngọc Definition of advertisements and tools of
advertisements

Sum up materials

6 Phạm Văn Nhật X

7 Bùi Thị Hồng Nhung Brand awareness and Brand exposure
Secretary
Head of the team Lê Khánh Linh
Phạm Hồng Ngọc

INTRODUCTION

In today's fast-paced world filled with information, designing a good
advertisement has become an art form which is crucial for capturing audience attention
and achieving marketing success. Whether it is a print ad in a magazine, a television
commercial, or a sponsored post on social media, the effectiveness of an advertisement
hinges on its ability to stand out amidst the noise and resonate with the target audience.

Creating a good advertisement is not merely about showcasing a product or
service; it is about crafting a persuasive message that engages, informs, and influences
consumer behavior. From the choice of visuals and language to the strategic placement of
the ads, every element plays a pivotal role in capturing attention and driving desired
actions.

In this essay, we will delve into the intricacies of designing a good advertisement.
We will explore the fundamental principles behind effective advertising and provide
actionable tips for crafting compelling messages that leave a lasting impression. Whether
you are looking to enhance your advertising strategy or seeking to master the art of
persuasion, this essay might help you with the knowledge and tools to create
advertisements that resonate with your audience and drive meaningful results.

LIST OF CONTENTS

PART 1: WHAT IS AN ADVERTISEMENT? ...............................................................................1
1.1 A brief description of advertisements ............................................................................1

1.2 Advertisement types .....................................................................................................2
 Broadcast Advertising:....................................................................................................2
 Digital Advertising .........................................................................................................3
 Outdoor Advertising .......................................................................................................3
 Influencer advertisement: ................................................................................................4
 Print Advertisement:.......................................................................................................4
 Product Integration:........................................................................................................5

PART 2: WHAT MAKES A GOOD ADVERTISEMENT? .............................................................6
2.1 Purposes of an advertisement ..............................................................................................6
2.2 Elements of a good advertisement ........................................................................................7
2.2.1 Mission .........................................................................................................................7
2.2.2 Money ...........................................................................................................................8
2.2.3 Message ........................................................................................................................8
2.2.4 Media .........................................................................................................................10
2.2.5 Measure ......................................................................................................................11

PART 3: TECHNIQUES TO MAKE A GOOD ADVERTISEMENT ............................................12
3.1 Determining the right medium...........................................................................................12
3.2 Identifying your audience ..................................................................................................13
3.3 Alluring headline ..............................................................................................................14
3.4 Describing your products/ services with honest...................................................................16
3.5 Visuals ..............................................................................................................................17
3.6 Highlighting your competitive advantages..........................................................................21
3.7 Persuasive techniques........................................................................................................22
3.8 Following the law ..............................................................................................................23
3.9 Creating association ..........................................................................................................24
3.10 Response mechanisms .....................................................................................................24

REFERENCES ..........................................................................................................................27

PART 1: WHAT IS AN ADVERTISEMENT?

1.1 A brief description of advertisements
Advertisements, often referred to as ads, are ubiquitous elements of our modern

society, intricately woven into the fabric of our daily lives. From the moment we wake up
until we retire to bed, we encounter a barrage of advertisements through various mediums
such as television, radio, print, internet.... But what exactly is an advertisement?

The term “advertisement” can be defined in various ways. According to
Cambridge Dictionary, an advertisement is “a picture, short film, song, etc. that tries to
persuade people to buy a product or service”. Merriam-Webster considers an
advertisement “a paid notice that is published or broadcast as to attract customers or to
provide information of public interest”. Another definition is from Philip Kotler - the
“father of modern marketing”, an American marketing author, consultant, and professor
emeritus. He refers to an advertisement to "any paid form of non-personal presentation
and promotion of ideas, goods, and services through mass media such as newspapers,
magazines, television, or radio by an identified sponsor."

From above-mentioned definitions of advertisements, we can see that an
advertisement is a form of communication through various media channels with the intent
of promoting, attracting, or persuading an audience to take some action such as
purchasing a product, subscribing to a service, or supporting a cause. The primary
objective of advertisements is often to generate sales and revenue; inform, educate,
entertain, or raise awareness about social issues.

The history of advertising dates back to ancient civilizations when merchants used
signs and vocal announcements to promote their goods. However, modern advertising
began to take shape during the Renaissance with the emergence of printed

advertisements. The Industrial Revolution further propelled advertising as mass
production led to the need for creating demand. In the 20th century, advertising
flourished with the advent of radio, television, and later, the internet. The digital
revolution transformed advertising once again, with the rise of social media and

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personalized, data-driven advertising. Despite its evolution, advertisements remain a
powerful tool for businesses to communicate with consumers and shape perceptions.

However, advertisements are not without criticism when critics argue that
advertisements often perpetuate unrealistic beauty standards, promote materialism,
exploit insecurities, and manipulate consumer behavior. Moreover, the proliferation of
advertisements in public spaces can contribute to sensory overload and visual pollution,
detracting from the aesthetic appeal of the environment.

Despite the controversies surrounding advertisements, they play an integral role in
driving economic activity, fostering competition, and shaping cultural norms and
attitudes. They serve as a mirror reflecting societal values, trends, and aspirations while
simultaneously influencing consumer preferences and behaviors.
1.2 Advertisement types

There are numerous advertisement types that businesses can utilize to promote
their products and services. The use of advertisement types depends on marketing goals,
advertising budget... If your companies are looking for the best advertisements for lead
generation and revenue growth. Some of the best choices for modern marketing and
digital advertising include:

 Broadcast Advertising:
Television commercials are a popular advertising tool due to their wide reach

and ability to deliver visual and audio messages. They can target specific TV channels
or time slots to reach the desired audience. TV ads allow for storytelling, showcasing
products or services, and building brand awareness. Radio ads utilize audio content
such as audio messaging, endorsement… to capture the audience’s attention.

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 Digital Advertising:
Online advertisements encompass various digital channels, including websites,

social media platforms, and mobile apps. It offers precise targeting options based on
demographics, interests, and online behavior. Online ads can be in the form of banner
ads, pop-ups, video ads, or sponsored content. Social media platforms like Facebook,
Instagram, Twitter, and LinkedIn provide targeted advertising options. Advertisers
can reach specific demographics, interests, and behaviors. Social media ads can be
visually appealing and interactive, driving engagement and conversions.
 Outdoor Advertising:

Outdoor ads include billboards, posters, digital signage, and transit advertising.
They provide visibility in high-traffic areas and can target specific geographic locations.
Outdoor advertising can quickly capture attention and create brand awareness.

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 Influencer advertisement:
Influencer marketing leverages influential individuals on social media to

promote products or services to their followers. By partnering with relevant
influencers, businesses can reach their target audience and benefit from the

influencer's credibility and reach.

 Print Advertisement:
Print advertisement refers to the use of printed materials such as newspapers,

magazines, brochures, flyers, and posters to promote a product or service. This traditional
form of advertising has been widely used for decades and continues to be effective in
reaching a target audience.

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 Product Integration:
Product integration, also known as product placement, is a marketing technique
where brands strategically incorporate their products or services into non-advertising
content such as films, TV shows, or music videos. The goal is to seamlessly integrate the
brand's offerings into the storyline or setting, creating a natural and authentic presence
that resonates with the audience.
These advertising tools offer a range of options for businesses to effectively reach
their target audience, increase brand awareness, and drive customer engagement and
conversions. The choice of tools depends on factors such as budget, target audience
characteristics, campaign objectives, and overall marketing strategy.

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PART 2: WHAT MAKES A GOOD ADVERTISEMENT?

2.1 Purposes of an advertisement
Advertising serves as a powerful tool in promoting products and driving sales.

Through informing potential customers about the features and benefits of a product, it aims

to persuade them to make a purchase.

In addition, advertisements also play an important role in promoting connection
with customers. By informing and engaging consumers through various marketing
channels, companies can establish a rapport with their customers. This helps in building
trust and loyalty, ultimately leading to long-term relationships between brands and
customers.

Finally, advertisements help companies to convert potential customers into active
buyers. By targeting specific segments and demographics, advertisements is intended to
attract the attention of individuals who have expressed interest in a product or service.
Through compelling messages, compelling offers, and clear calls to action, ads encourage
potential customers to take the next step in their purchasing journey.

The company has to achieve its advertising goals by:

1. Inform:

Advertisements play a crucial role in informing consumers about the existence and
benefits of products or services. By increasing brand awareness (the customer's level of
familiarity and ability to remember the business's products/services), companies ensure
that customers recognize their offerings in the market. Moreover, advertisements help in
expanding brand exposure (the actions taken to ensure a brand is seen, noticed, and
recognized by consumers and audiences), reaching a wider and more potential customer
base.

2. Persuade:

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Another important purpose of advertising is to persuade consumers to buy or try the
products and services promoted. Persuasive advertisements aim to create a positive
perception of the brand and its offerings. They contribute to a strong formation of brand
image (each customer's perception of a business's brand) in the minds of consumers
encouraging them to develop favorable attitudes towards the brand. By persuading
customers, advertisements, therefore, drive sales and foster brand loyalty.

3. Remind:

In addition to informing and persuading, advertisements also serve the purpose of
reminding customers about the brand and its offerings. Through repetitive exposure,
advertisements help to maintain top-of-mind awareness (refers to a brand or specific
product being first in customers' minds when thinking of a particular industry or category)
and to ensure that consumers remember the brand when making purchasing decisions.
These constant reminders also defend the brand against its competitors, as the brand
remains prominent in the consumers' minds.

2.2 Elements of a good advertisement
When planning an advertising campaign today, businesses need to balance creativity

and attractiveness within important communication rules. To create a good advertisement,
it is essential to have a clear understanding of and apply the 5M Principle - Elements to
create a successful advertising campaign.
2.2.1 Mission

Mission includes three main tasks: informative, persuasive and reminder.
Depending on the goals, we can create appropriate ads:

 When advertising new products or services, we use advertising to provide
information about new features or updates of existing products or services.

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 To encourage customers to use your company's products or services, you can
use advertising to persuade them through several means, including: problem-
solution approach, emotional appeal, social proof, ...

 If you have a well-established brand and want to reinforce your presence in
the market, consider using advertising to remind your audience about your
brand. For example, we still see ads for famous brands such as Vinamilk,
Omo, and Milo… on TV every day.

2.2.2 Money
Advertising budget is a crucial factor in selecting the appropriate advertising

medium or coordinating various advertising media to create a consistent advertising
campaign.

Even if a business has an advertising strategy that ‘’wins the hearts’’ of all
customers, without a sufficient budget, it is impossible to execute the plan
effectively.

In fact, there are a few low-cost advertising campaigns that are effective,
thanks to creative ideas and smart approaches of advertisers. Apple is a prime
example of a company that uses low-cost advertising campaigns. Rather than
relying on expensive advertisements, they build rumors and rely on word-of-mouth
marketing. Even a small piece of information about a new Apple product can create
excitement and anticipation among target customers. This approach has been very
effective in identifying users' fear of being left behind, contributing greatly to
Apple's success.

2.2.3 Message
 Messages are ideas, information, images, words... businesses want to convey
to consumers. The message must be short, easy to remember, and understand;
and most importantly, must be able to reach the target customer.

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Although words are an important part of the message, under today's
advertising trends, many unique advertising models of big brands often
effectively use visual elements without the need for long sentence lines
(Coca-Cola, Samsung, Nike...)

 Gillette's ‘’MeToo Movement’’ is a great example of an advertising
campaign with a powerful message.
Gillette created a short film that addressed social issues such as bullying,
feminism and sexual harassment along with the MeToo movement.
It can be said that this is Gillette's most successful campaign to help the
company increase brand awareness across all social media. Within just 1
week of launch, the company received more than 1.5 million mentions on
social networking platforms.

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2.2.4 Media

 Media is a tool that businesses use to communicate their messages to their
target audiences. There are various types of media, such as social networks,
TV, radio, newspapers, and email... Choosing the suitable kind of media is
crucial for the success of an advertising.

Factors for choosing suitable media:
 Target customers: How old are the potential customers? What are their habits
and preferences?... Through carefully compiling and researching the current
demographic, businesses will make decisions on choosing appropriate
advertising media.
 Business advertising budget: Each type of media has a separate price. When
choosing media, businesses should consider the cost and effectiveness of
each type. This will help them stay within budget while still reaching their
target customers.
 Time: Businesses may choose costly but effective media when time is short.
The effects of advertising differ depending on the time.

In general, selecting the right media for a successful advertisement can be a complex
process that requires careful consideration.
One of the brands that takes full advantage of the benefits of media is Netflix:

 Netflix often uses television advertising to introduce new content.
These ads are highly invested in, creative and grab viewers' attention.

 Netflix also uses social media to share information about new content.
The content is usually created with an outstanding and appealing
design to grab the attention of users and encourage them to engage
with it.

 Netflix uses media creatively to engage users and maintain
interaction. Customers can share thoughts and discuss in the
company's articles. They also have a large collection of ‘’meme’’
images from both external and internal sources.

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 Netflix collaborates with popular influencers to promote its brand and
content and takes advantage of their large followings to reach a wider
audience.

→ It can be seen that Netflix has used various types of media to promote the brand for each
specific purpose, which always brings Netflix great interaction and increases brand
recognition in the market.
2.2.5 Measure

In the 5M model, advertising measurement is the last component. It is
important for businesses to use measurement indicators to assess the impact of ads.
Companies must evaluate two key aspects: communication effectiveness (the level
of interest, love, and advertising memory…) and economic efficiency (sales, market
share, and number of orders…).

This tool helps businesses calculate benefits compared to costs, make
appropriate adjustments, and generate valuable material for successful back-end
advertising campaigns.

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PART 3: TECHNIQUES TO MAKE A GOOD ADVERTISEMENT

Advertisements play a crucial role in attracting potential customers and driving
sales. An effective advertisement must show key factors such as: Determining the right
medium, Identifying your audience, Alluring headlines, Describing your products/
services with honest, Visuals, Highlighting your competitive advantages, Persuasive
techniques, Following the law, Creating association, Response mechanisms.

3.1 Determining the right medium

Each medium has its own advantages and disadvantages. Businesses need to
choose the channel that best suits their products or services, target audience, and budget.

For Examples:

 Facebook: Boasting the largest user base (2.91 billion monthly active users as of
2023 according to Statista, Facebook offers a versatile platform for diverse ranges
of products and services. Therefore, various ad formats, from text-based to image
and video-centric content, can be published to gain information for customers.

 TikTok: This platform is a rising star, particularly with Gen Z (a generation
consists of people who were born between 1997 and 2012). With its focus on
engaging short videos, TikTok thrives on trends and challenges. If your target
audience falls within this demographic and your product aligns with a fun, creative
approach, TikTok can be a powerful tool to promote your products.

 Twitter: Known for its real-time conversations and trending topics, Twitter excels
at driving quick engagement. If your message is concise, timely, and sparks
conversation, Twitter can be a great platform for your advertisements. However,
character limitations (280 characters per tweet) can restrict your message length.

 Instagram: Though Facebook has been found to have the biggest number of users,
Instagram has a higher engagement rate than Facebook. Statistics show that the
interaction rate on Facebook only reaches 0.7%, while Instagram reaches 4.21%.

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