A brief study of phoenix joint stock company and its advertising approaches to business operations

MINISTRY OF EDUCATION AND TRAINING
HANOI UNIVERSITY OF BUSINESS & TECHNOLOGY
FACULTY OF ENGLISH
2009-2010
GRADUATION ASSIGNMENT
A BRIEF STUDY OF
PHOENIX JOINT STOCK COMPANY AND
ITS ADVERTISING APPROACHES TO BUSINESS
OPERATIONS
Student: Nguyen Thi Quynh Nga Code: 06D17750NB Group:BBE11-03
Supervisor: Mr. Tran Anh Tho
HANOI, 8-2010
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ACKNOWLEDGEMENTS
In the preparation and completion of this thesis, I have received
guidance, encouragement and support from many people. Without their
assistance and support, this study might not have been finished.
First of all, I would like to express my great gratitude to all of the
lectures, professors and staff at Hanoi University of Business and Technology
who provided me with profound knowledge as well as constructive comments
and help with my thesis.
I am particularly indebted to my supervisor Mr. Tran Anh Tho, senior
lecturer of English, for his valuable advice, suggestions, criticism and
correction during the development of this study.
Last, but not least, I am most grateful to my parents, my colleagues for their
love, encouragement to the success of the Graduation Assignment of this kind.
Finally, any deficiencies, ambiguities and short comings in this thesis are
solely my own responsibility. All comments and suggestions are welcomed.

Nguyen Thi Quynh Nga
8-2010

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TABLE OF CONTENT
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INTRODUCTION
1. Rational of the study:
When I was a child, I was impressed by ads on TV. They were colored
and musical. When I 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 University of Business and Technology.
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 % 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 tool 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. Objectives of the study:
The advertising has following purposes:
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- 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. Scope of the study:
The graduation assignment focuses on the advertising approaches to
business operation by Phoenix Joint Stock Company to dominate its markets
with full awareness of its vital task to boost its profit and sustainable.
The scope of the study identifies the unique features performed by
Phoenix Joint Stock Company campusing smart leaders carefully chosen and
selected to run the business of rations and to expand its public relations to lure
customers.
4. Method of the study:
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I used some methods to find information and do this assignment such as:
- Reading
- Searching data on internet
- Analyzing data
- Consulting with supervisor
The assignment consists of, besides the introduction, conclusions,
references, 3 chapters:
Chapter 1: Theoretical background in general
Chapter 2: Practical Oriented Advertisements
Chapter 3: Solutions to improve the Phoenix Joint Stock Company’s

advertising activities.
I do hope that this paper will be a good reference source for Phoenix
Joint Stock Company to develop advertising.
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CHAPTER I
THEORETICAL BACKGROUND IN GENERAL
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, non- profit 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 approaches to 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
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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 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.
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- 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 promotion on the World Wide Web are
almost common place. Businesses are developing Web pages sometime just to
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appear up-to-date. Using the Web for advertising requires certain equipment
and expertise, including getting a computer, getting an internet services
providers, 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
your 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 stand 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 incurs 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.
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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 know, in fact, if our friends or relatives tell us 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. Maybe 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 ads, 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
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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 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.
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CHAPTER II
PRACTICAL ORIENTED ADVERTISEMENTS
2.1. Company background
Phoenix Joint Stock Company is located in No. 11, Plot No. 14B, Trung
Yen Urban, Trung Hoa Ward, Cau Giay District, Ha Noi. Phoenix 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.
Phoenix Joint Stock Company is managed by Mr. Pham Ngoc Khue.
2.2. The company’s advertising approaches:
Advertising plays a very essential role in every corporation. Advertising
is of great importance in gaining public’s awareness. The company has been
using many advertising approaches such as: newsletter, poster, brochures, e-
mail, mass media (newspaper, magazine-trade). Each of those approaches has
its own advantages and disadvantages.
Email advertising of company’s very effective but it 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 received 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
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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 money 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 presented 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 magazine-trade can carry advertisements for
person products which could look out of place in more public settings such as
on television or on posters. Conversely, the poster is 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 helping company, its customer services, is pasted in who harass where
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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 attentions 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 business. 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 ad 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 has plenty more eye-catching, more detailed.
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Brochure: It’s a type of book to introduce information.
2.3. Businesses activities:
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, Coca-cola, Pepsi are all competitors in the
market and their products have been very well-known in Vietnam due to their
successful advertising campaign. Whenever you feel thirsty or need drinks for
a party you immediately think of Coca-cola, Pepsi, Tiger or Carlsberg…
Secondly, to business 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 2009 spent some 27.18m in first five months compared to
30.14m during the same period this year, an increase of 10.9 %. Of those
advertisers the largest growth was experienced in the foodstuffs grouping,
which grew at alarming 168 %, followed by alcohol advertising spending (84 %)
and milk products (63%). The largest decrease in spending in the top ten was in
the toiletries sector which experienced negative growth of 33.8 %, followed by
motorcycle/bicycle advertising spending which dropped by 26.5 %.
The growth of the industry is largely being generated by new entrants
and smaller advertisers spending more on commercializing 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 broaden in terms of
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sector growth.
Newspapers and magazines receive nearly 70 % 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 maybe 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
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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 advertisers, 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 maybe dependent on the local
newspaper, as it maybe the most cost-effective media option available.
The media in the United States are basically supported by advertising,
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which means we can enjoy them for free 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. Business Competitiveness:
Advertising budgets create a barrier to entry, which makes it difficult for
another firm. Some people say that power in the hands of large firms with
huge enter the market. This results in less competition and higher prices. They
note that smaller advertising budgets of the industry leaders and are often
drive 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 Phillip

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 product or service, which means
they may have lower production costs and can allocate more monies to
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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 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
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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 2009 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 colors 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. The company’s products and services.
Series connection: network, cable, television antenna, telephone system,
switch board, lift, conveyor belt, air conditioning system lightning protection
system, light, aqua pump, building equipment.
EG-2350 Single mode/ Multi mode Optical Splitter
Building material, arrangement, software in field technology
Environment treating equipment, experimental equipment
Member of company:

- Mr. Pham Ngoc Khue – Chairman of director
- Mr. Pham Ngoc Khanh- Created member
- Mrs. Dinh My Nhung – Created member
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Financial ability:
Registered capital 10 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:
Slogan: “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 products in period.
Company has friendship with famous producers as NIPON, CRIEER,
HONGTAK, LPI, EIGHT, XIMTIC, SUNSPO, SAFER.
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CHAPTER III
SOLUTIONS TO IMPROVE PHOENIX JSC’S
ADVERTISING ACTIVITIES

The company hasn’t carried out the right process to establish an
advertising strategy. In order to improve the effect of their advertising
activities, personally I think the company should take some actions:
3.1. Types of research market:
The purpose of market research is to provide relevant data that will help
solve marketing problems a business will encounter. This is absolutely
necessary in the start-up phase. Conducting thorough market surveys is the
foundation of any successful business. In fact, strategies such as market
segmentation (identifying specific segments within a market) and product
differentiation (creating an identity for your product or service that separates
it from your competitors’) would be impossible to develop without market
research. It includes primary research and secondary research.
Primary Research
When conducting primary research using company’s own resource,
there are basically two types of information that can be gathered: exploratory
and specific. Exploratory research is open-ended in nature; helps the company
define a specific problem; and usually involves detailed, unstructured
interviews in which lengthy answers are solicited from a small group of
respondents. Specific research is broader in scope and is used to solve a
problem that exploratory research has identified. Interviews are structured and
formal in approach. Of the two, specific research is more expensive.
When conducting primary research using the company’s own resources,
they must first decide how they will question their target group of individuals.
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There are basically three avenues they can take: direct mail, telemarketing or
personal interviews.
Secondary Research
Secondary data is outside information assembled by government
agencies, industry and trade associations, labor unions, media sources,
chambers of commerce, etc., and found in the form of pamphlets, newsletters,

trade and other magazines, newspapers and so on. It’s termed secondary data
because the information has been gathered by another, or secondary, source.
The benefits of this are obvious- time and money are saved because the
company doesn’t have to develop survey methods or do the interviewing.
3.2. Advertising Strategies
Advertising Plan Components:
Introduction
- Executive summary
- Overview
Situation Analysis
- Historical context
- Industry analysis
- Market analysis
- Competitor Analysis
Objectives
- To create or maintain brand awareness
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- To change consumer beliefs or attitudes
- To influence purchase intent
- To stimulate trial use.
- To convert one-time users into repeat purchases.
- To encourage brand switching.
Budgeting
- Percentage of sales
- Share of market/voice
- Response models
- Objective and task
Strategy
- Brand name recognition
Repetition and frequency

- Rhyming games
- Trial Use Stimulation
- Introductory offers
- Product guarantees
- Brand Switching
- Value Propositions
- Product comparisons
Execution
- Copy strategy
- Media plan
- Integrated brand promotion
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