English 4 VCU Topic5: “Advertising: modes and benefits”

VIETNAM UNIVERSITY OF COMMERCIAL
FACULTY OF ENGLISH
TRANSLATION AND INTERPRETING DEPARTMENT

English: 4
Topic 5 : “Advertising:
modes and benefits”
OUTLINE
I.

INTRODUCTION
- About the group, the name of topic and outline.
- Definition of Marketing, advertising

II.

- The coverage of advertising in modern society.
BODY
1. Modes of advertising: 3 forms
a. Broadcast Advertising: Television, Internet,…
b. Print Advertising: newspapers, magazines, brochures,…
c. Outdoor advertising: Mall centres, events, exhibitions, public places,
…


2. Benefits of advertising
a. To the business
- Brand awareness
- Introduction of new products or services
- Changing the attitude of customer
- Bringing profits

b. To the customer
Providing product’s information to customer
Contributing the customer protection
CONCLUSION
INTRODUCTION
III.
I.

No one can start a successful business without a business plan or
specific advertising strategy. As you know, advertising is a form of product
introduction of the business to the consumer by various modes. In addition,
advertising is a direct communication activity to bring product to people closer.
In this way, businesses have to pay for the mass media to introduce their
products, services, brand name to the consumer. Advertising plays a very
important role in the development strategy of businesses. Nowadays, advertising
is no longer limited on television, radio, leaflets. It is become more and more
popular in the internet because of the development of technology. So, the
question is What form advertising has? And What is its benefits? Let’s come to
the discussion of group 1, topic 5: Advertising: modes and benefits, we will
analyze to clear all part of this topic.
II.

BODY
1. Modes of advertising
Nowadays, there are many types of advertisment like: broadcast

adverting, print advertising and outdoor advertising.
a.

Broadcast Advertising

*Advertising on television and its advantages
Advertising on TV offers a number of benefits to businesses by
incorporating sound, images and movement to make the whole package
interesting for consumers. Ads that capture the attention of the audience can
start consumers talking, effectively reaffirming the advertising message. In
addition, cable advertising businesses to target very specific geographic
areas at a lower cost than major network advertising.
*Advertising on Internet and its advantages.
The number of internet users is on a rapid rise worldwide. Online
advertising, Internet advertising or web advertising, is a form of marketing
and advertising which uses the Internet to deliver promotional marketing
messages to consumers.
Here I have picked around 7 advantages of online advertising (not in
that order) when compared with the traditional offline advertising.
•
•
•
•
•
•
•

Wider Ad Coverage
Targeted Audiences for Better Response
Very Much Affordable
Speed
Informative
Flexible Payment

Easy Audience Engagement
*Advertising on Radio and its advantages
There are many forms of advertising and advertising on radio is a
popular form, brings a lot of advantages. Nowadays, with the development
of information technology, radio as close as and become an intergrade part
of many people. As such, advertising on radio brings products and brands


closer to customers. The benefits of using radio for advertising are many,
ranging from its effectiveness to its low cost.
Disadvantages of advertising
- Unfiltered audience: Unable to select the viewer advertising.
Company can only select the time frame that the target consumer tracks
most.
- May be boring
Shows ads at specific times when people relax. However, viewers
often switch channels when they see the ad. So, if the audience has free
time, sit in front of the screen and has the control, they will switch channel
very quickly.
- High cost
The cost of advertising on television is quiet high and many
businesses have to raise the price of their product. Except for the midnight
hours in your local cable TV system. There is no advertising medium that
swallows your money as fast as TV. You pay for broadcast, and realize that
TV ads are most effective when played back.
- Short advertising time
Short advertising time when the audience can not catch up with the
information of the product.
b. Print Advertising: newspapers, magazines, brochures,…
Print Advertising is the oldest and most widely used form of

advertising ever. It has many advantages and disadvantages for businesses
when they choose this type of advertising


* Advantages: There are a lot of people reading the newspaper
everyday. As a result, the advertisings are easy for people to reach. The fact
that so many people buy a newspaper just to find and read the advertisings
needed for them. Newspaper advertising is also very convenient because
product changes can be made quickly, if necessary, you can insert a new
advertising with a short message or change advertising time easily. Print
advertising is cheaper than other kinds of advertising, so you can save a lot
of money for other things in the company.
* Disadvantages: Newspaper advertising offers many advantages,
but it is not without disadvantages, for example: Newspapers are read only
once and stay only in the house for a day. Print quality is not always the
best, especially for photo printing. Your advertising must compete with
other advertising content to attract the reader's attention. Today, with the
development of modern technology, the habit of reading paper article is
decreasing, people tend to prefer reading articles online. So print
advertising is not as effective as before.
c. Outdoor advertising:
It involves hanging outdoor billboards in mall centres or public
places, organizing events, marketing programs, or just sponsoring a
program to hang the logo on the program's background.
* Advantages: Outdoor advertising is easy to attract people's eyes.
Events will be indirectly broadcasted by television and news media about
the company's brand.
* Disadvantages: Although it easy to see, but few people spend a
lot of time to read it. If you choose this form, your message must be very
concise, and mostly advertise your brand or company name, business area

or product image. With the event, the campaign is not sustainable, when
the event ends, the advertisement ends. It is also influenced by external
factors for example: Weather factors affect the material of advertising
billboard causing loss of words, fonts that damage the billboard. In
addition, outdoor advertising can also be affected by people: damage,
removal, relocation without permission, etc.
2. Benefits of advertising
a. To business
It is common today that advertising is the most important tool in the
marketing of products and services. It brings many benefits to business
and customer. Now, I will analyse the benefits of advertising for business.
Firstly, I will talk about brand awareness. Advertising lets people
know you’re in business. It conveys your business name and the type of
products or services you offer. This means that advertising create and
mantain a brand identify or brand image.
Secondly, advertising make the introduction of new products. It is
the best way of communicating a new product offering to its potential
market. It generates interest in the market and it stimulates thee need by
the customer to purchase the product. Advertisement also helps
manufacturers expend their market as advertising is far-reaching and can
be heard several kilometres away from the manufacturer. Increased sales
are also a product of advertisements because people get to know the
product and often want to sample it. The manufacture’s product becomes
dominant in the mind of the consumer.
Next, a good advertising will change the attitudes of customer.
Business owner often do not realize that one of the benefits of advertising

is making potential feel more confident in a business they see advertised.
It gives them the sense that the business is professional, stable, reputable
and believe in products of this company.
Finally, advertising will bring much more profits for business.
When business’s products are advertised on Tivi, internet, newspapers or
magazines, many people will see it. They see the improvement of product
and decide to buy it. A satisfied customer will often tell others of their
experience, which can result in future sales. It will help business to get
new customer and increase more and more profits for business.
To customer
Advertising content is short, easy to understand, give the basic
b.

problem for customers
Unlike the rampant articles, the introductory articles, advertising
articles should be short, easy to understand so that any customer or
reader can understand the content of advertising. This helps customer
understand what advertising is toward. The short advertising, properly
presented logic, directed towards the product, give the details of
products, services. A short, concise article that responds to the needs
of customers when researching a product or service. Through the
advertising, it determines 70 to 80% of the purchase decision or use of
the service provided from the advertising.
Advertising contributes to consumer

protection:

Through

advertising, stores must constantly improve and improve the quality of

products, quality of service. Advertising helps limiting not only
monopoly on the product but also monopoly on price, harmful to
consumers. Advertising equips consumers with the knowledge they
need to make the right choices


III.

CONCLUSION
Our life is becoming more modern, the demand for human
consumption is even higher and higher and manufacturers have also
greater demand. Advertising is an important strategy in the promotion of
enterprises, so that organizations can give accurately information about
their brands to the customers, but it is also a challenge for them to respond
the consumer’s needs. Nowadays, the market has become very competitive
with a new brand which is founded almost daily, the main concern of
every marketer is promoting their brand with an image that is much better
than the one of the competitors. Advertising in Vietnam is popular and the
awareness of enterprises on advertising issues has also been significantly
improved. There are many kind of advertisements but the most popular
modes is broadcast advertising: Television, Internet,… Although each has
its pros and cons, we can’t deny huge benefits advertising bring to
producers, customers and whole society.
In our opinion, using ad is very necessary when companies want to
widen their popularity in a large market segment. But the two most
important things every company always has to remember are choosing a
suitable ad mode and considering carefully before making an ad to ensure
that it is really worthy with the cost they paid.

MEETING MINUTES – GROUP: 1
I. Time

: From 8:00 to 10:00

II. Place

: yard of school library

III. Members : 1. Vu Tram Anh
2. Tran Ngoc Anh
3. Bui Phung Anh
4. Truong Thi Ngoc Bao
5. Le Thi Van Anh
6. Vuong Thi Ngoc Anh
IV. Contents for discussing:
1. The members introduce and familiarize
2. The exploitation: The concept of Advertising
Modes of advertising
Benefits of advertising
3. Reference: Head for business (Jon Nauton 2002)
Webpages
V. Duties for members: members collect more information in one week

Head of the team
( Signature and name )

Secretary
( Signature and name )

MEETING MINUTES – GROUP: 1
I. Time

: From 8:00 to 10:00

II. Place

: yard of school library

III. Members : 1. Vu Tram Anh
2. Tran Ngoc Anh
3. Bui Phung Anh
4. Truong Thi Ngoc Bao
5. Le Thi Van Anh
6. Vuong Thi Ngoc Anh
IV. Contents for discussing:
1. Aggregated information and pick out pieces of information needed for discussion
2. Removing irrelevant information
3. Determine the contents of the discussion
4. Add content missing
V. Duties for members: members prepared for their task in 1 week

Head of the team
( Signature and name )

Secretary
( Signature and name )

MEETING MINUTES – GROUP: 1
I. Time

: From 8:00 to 10:00

II. Place

: yard of school library

III. Members : 1. Vu Tram Anh
2. Tran Ngoc Anh
3. Bui Phung Anh
4. Truong Thi Ngoc Bao
5. Le Thi Van Anh
6. Vuong Thi Ngoc Anh
IV. Contents for discussing:
1. Synthesize information into a sequence of content want to present
2. Photocopy this pamphlet to members of the group so that members are aware of all of the
group discussions
3. Assigned to each member of each part in preparing brochures
V. Duties for members:
1.
2.
3.
4.
5.
6.

Vu Tram Anh: Introduction

Tran Ngoc Anh: Broadcast advertising
Bui Phung Anh: Print ads and Outdoor ads
Truong Thi Ngoc Bao: Benefits to the business
Le Thi Van Anh: Benefits to the customer
Vuong Thi Ngoc Anh: Conclusion + Slide

Head of the team
( Signature and name )

Secretary
( Signature and name )

MEETING MINUTES – GROUP: 1
I. Time

: From 8:00 to 10:00

II. Place

: yard of school library


III. Members : 1. Vu Tram Anh
2. Tran Ngoc Anh
3. Bui Phung Anh
4. Truong Thi Ngoc Bao
5. Le Thi Van Anh
6. Vuong Thi Ngoc Anh
IV. Contents for discussing:
1. Assigned to each member of each part in preparing brochures

2. Practice the presentation
3. Listen and check the mistakes for each other
V. Duties for members: Learn by heart and practice the pronouciation

Head of the team
( Signature and name )

Secretary
( Signature and name )