Essay: Advertisements: good vs. bad English4 đại học Thương Mại

Essay:
Advertisements: good vs. bad

I.

Introduction

Nowadays, most companies in the market are using the ads in the trade promotion
program, advertising is a very popular tool in today's business world. Used to
attract attention, draw the attention of customers, creating a desire to own the
product or service, and then the customer stimulate cost money to own the product
or advertising services.
Besides the benefits that advertising brings in the market today, it also appears the
promotional clip is not good, does not attract viewers but also negatively impact
the brand's products and services. Especially, the ad appears these products are not
allowed to advertise, negatively impact psychological factors - ethics - the lifestyle
of the public; negatively impact economic and political factors of the public
society ... Therefore, our group has done some research on advantages and
disadvantages of advertisement to find the best way creating a quality
advertisement.
(Introduction: Nowadays, advertisement plays an important role in fiercely
competitive world and faces with challenges while there’re more and more
advertising companies. A product or advertising services is designed to attract
attention and raise current consumers’s awareness and potential ones.
However, advertisement doesn’t work all the time. If advertisement is not in proper
way or designed to wrong objects it will be counter-productive not only to the
companies but also the consumers.
Therefore, our group has done some research on advantages and disadvantages of
advertisement to find the best way creating a quality advertisement)
II.

Content

1. Definition of Advertisements
Advertising is an audio or visual form of marketing communication that
employs an openly sponsored, nonpersonal message to promote or sell a


product, service or idea. Sponsors of advertising are often businesses who
wish to promote their products or services.
One definition of advertising is: "Advertising is the nonpersonal
communication of information usually paid for and usually persuasive in
nature about products, services or ideas by identified sponsors through the
various media.
In these types of marketing communications such as:
Promotional
PR (public relations)
Personal selling
Direct marketing
Events
Communication at point of sale (POS)
Electronic communication (e-communication)
...
2. Types of Advertisements
There are many types of advertising; each has different attributes, such as
price, viewing demographic, and medium.
Depending on the capabilities and budgets for each product, providers must
balance measure to allocate selection on media advertising channels so that
the most efficient.
Advertising is transmitted by many different media, such as:
In magazine

In radio
In internet
In banners, posters
In leaflets
On TV
By telephone
By transportations
Mailshots
By LEDs
Direct advertisement
Other…
3. Advertisements: Good vs Bad


3.1

Advantages of advertisements

3.1.1 To consumers
- Advertisement helps consumers easily to access products. Advertisement
provides people with lots of purchasing choices, which make people, especially
women, form a desire of spending money on the products recommended on
advertisements.
- Advertisement provides consumers who know about goods in the global
market. When a new product is produced, people can be aware of this thanks to
advertisements. With developing technology, these advertisements attract more
attention of people. We can see a lot of advertisements while we are watching a
film or series on TV.
- Customers have the reason to compare products of companies. Advertising
is necessary because customers get all information about the quality, features

and uses of different products. Advertising helps to raise the standard of living
of people.
- Advertising stimulates production and reduces the cost per unit. This
reduction in the cost is generally passed on to the consumer and that is why
price of well-advertised goods are found to be generally -lower than other
goods of the same quality which are not so well advertised.
- Advertising is like a leisure item. Moreover, advertising is interesting. It
attracts not only adults but also children.
3.1.2 To providers
The business environment has become very competitive because of the rising
number of companies offering wide choice of products to the customer. To
increased market share or turnover, the company ought to sell more products.
To sell more products, the company should use campaign advertising.
Advertising can help contribute to the success of the company. Advertising is a
great business practice because it allows a company to be able to communicate
with its consumers, change their attitudes towards a product or service and
increase the sales of that product or service.
Advertising brings many advantages of company such as:


- Advertising helps increase the sales of the product and service being
advertised. If the advertisement can successfully target the need of the
consumer, while also showing that their product or service can address that
need, then naturally sales will go up.
- Advertisement provides the information to helps customers contact to
company. Advertisement provides the detailed information about product such
as: product’s name, manufacture, function of product…
- The customers decide selection product based on the information and
company’s brand. Good advertisement will leave good impression to customer
buying their product’s company. When that company will increase market share

or turnover.
- Building image of company to compare with competitor. For example, the
logo, the slogan, the image, the design… Each company has their own image.
- Advertisement is a tool to sales promotion: the four main tools of promotion
are advertising, sales promotion, public relation and direct marketing.
- Advertisement is a bridge between customer and the company’s product.
Advertisement helps company sell more products.
3.2

Disadvantages of advertisements

3.2.1 To consumers
Presently, advertising is very necessary. However, beside the advantages there
are still a lot of disadvantages such as:
- Advertisement is usually exaggerated and idealized the life. It overstates
about the quality of products that people hardly believe. Example: Mama
colostrum products violated when comparing the product with feature similar to
human milk
- It makes negative effects to social morality. Expression is clearly a liberal
dress code. There are a lot of unhealthy words. It stimulates violent behavior.
There are some of the ads with inappropriate images. For example: Nivea body
whitening lotion 2009 Viet Nam sexy was banned…
- The influence of advertisement on children is not good. Because, they often
imitate adults. So they can learn from the violence or inappropriate language in


advertising. Children often require buy products that they do not use just
because they like watching the advertisements or mimic clothes model in ads.
- The consumer does not believe in direct advertising. Direct advertising
(Explain: forms of direct marketing). The sales staff is very skilled at

persuading people to buy products. And many people buy products that they
don’t need to use or substandard products. So, they do not believe in it
anymore.
Everyone should be careful with the ads on the Internet. There are a number of
deceptive advertising with hacker software. It takes advantage of personal
information to take your money
3.2.2 To providers:
Nowadays, many consumers buy product because of attractive advertisement.
However, after using it, they realize that the actual product is completely
different from what they watch on the advertisement. Therefore, buyers lose
their trust on the products appeared in the advertisements. The company's image
is badly influenced as well.
Advertisement did not bring the high effectiveness, example: banner, poster,
etc... Because readers tend to be suspicious of information written on it.
Moreover, it pollutes the environment. A lot of posters are stuck on the public
places' wall or even on the trees. The leaflets which are distributed to walking
people are probably thrown on the road right after people reading it.
The company has to spend a large amount of money on advertising on tv or
newspapers... In order to impress the viewers, which could lead to high cost.
Beside, in order to attract the viewers, some companies invite famous people to
represent their products.
Some of them are not suitable for Vietnamese culture or some are difficult to
understand. Those are worldwide advertisements of which massage from other
country to Vietnam that aren't changed to be suitable for Vietnamese culture so
it makes mistake and cause damages to the company. Another reason that the
company might not pay much attention to the culture of country where the
commercial will be broadcast in.
4. Ways to create a good advertisements

Advertisement is an important tool to send the messages from businesses to
consumers. Therefore, creating a good advertisement is the best way approach
them.
A quality ad doesn’t cost much money, it is considered as a successful one
when it makes you S.M.I.L.E and causes consumers to buy products:
- S – simple: advertisement needs simplicity, just focusing on the highlight of
products. The other things should be skipped in case it diverts people’s
attention.
- M – memorable: A catchy advertisement is the thing that advertising
professionals should care about because people tend to forget plain words and
oversimplified pictures.
- I – interesting: it is necessary that your advertisement has catchy slogan if
you want people to remember your product through advertising.
- L – linked to the brand: advertisement has to connect suitable information
with images to highlight product.
- E – emotional: it’s better when an ad expresses emotion, which make people
impressed and easier to remember. Moreover, they may share their feeling
about that advertisement to others. However, try not to over use emotional
element, it may spoil your advertisement.
One thing to remember when creating advertisement is that it must be suitable
for the targeted market’s culture. In Vietnam, advertisements that can develop
our traditional culture are highly welcomed, the rest are boycotted or soon
forgotten.
5. Example Fami’s Asvertising: ” Nhà là nơi 2015”
/>5.1. Advantages of “ Nhà là nơi 2015 “
The ideal was created by celebration of Vietnamese Family Day. Fami pushing
a new campaign “ Nhà là nơi”
The people think and feel about family differently. Therefore the campaign
doesn’t force and constrain. Those Who have to follow it’s definition ‘ Family’
MV, It was contributed anf attended by most famous of singers and actors

such as: Issac, Hoang Bach, Cam Ly…. It appealed a lot of audiences
MV’s content have tended to all ages and everyone. The lyric of song easy to


hear and remember. Sound and image effect were attractive
MV was very successful to make each member of the family happiness and
relationship. When you watch the MV, you will sure think about your family to
make you expression about this special MV
5.2. Disadvantages of “ Nhà là nơi 2015 “
The “Home is…” campaign of Fami has been not only a lot of advantages but
also many disadvantages. There are:
The “Home is…” broadcasted on television, on internet or newspapers and
magazine. In the “Home is…” campaign, famous artist were chosen to their
representatives. In fact that Fami spent large advertising budget for this
campaign though their targeted customers could uncertainly know it.
If customers don’t know this campaign, they will not understand what the
campaign want to convey messages of happiness.
Some people made rude or spam comments in the Fami’s website of campaign
which made someone else confused. Fami should have online support team to
evaluate content.

III.

Conclusion

Despite some downsides of advertisement, we cannot deny its importance. It can
bring some benefits and promote competitiveness to companies if they can make
use of it to promote products and their images as well. In contrast, the images of
companies can be easily destroy by a misleading advertisement.