Advertising methods of Quang An Investment Cooperation and Trading Limited Company

ACKNOWLEDGEMENTS
I have written this assignment for nearly two months, and my assignment
would not have been possible without the help, encouragement and support
from a large number of individuals who all deserve my sincerest gratitude and
appreciation.
First of all, I would like to express my heartfelt gratitude to Ms. Nguyen
Thi Loi, the teacher of Vietnam University Of Commerce for her valuable
guidance and advice. I am indebted to her inspiration, scholarly supervision
and intellectual support throughout the course of writing this report. Her
continual encouragement, careful reading, critical comments and patient
guidance made my work more enjoyable and easier.
Besides, special words of thank also go to all the teachers of Vietnam
University Of Commerce, especial the teachers at English Faculty for their
devoted teaching and for giving me new knowledge and studying methods.
Their teaching not only helps me gain knowledge during the four years at this
university but also lays the foundation for me in the future.
Also, I would like to take this opportunity to thank to Mr.Nguyen Thanh
Nam - Director and staff at Quang An Investment Cooperation and Trading
Limited Company for providing me much useful information, a good
environment and facilities to complete this assignment.
Last but not least, my deepest gratitude and appreciation go to my
friends, my classmates and my family. Their understanding, support and
constant encouragement gave me a great deal of strength and determination
that help me during the stressful time of writing this report.
Without help of the particular individuals that mentioned above, I would
face many difficulties while doing this assignment .


TABLE OF CONTENTS
A. INTRODUCTION..................................................................... 1
1. Reasons for choosing subject...................................................................1

2. Purposes and Methods of studying.........................................................2

2.1. Purposes of the studying.......................................................................2
2.2. Methods of the studying..........................................................................3
B. CONTENTS............................................................................... 4
CHAPTER 1: THEORETICAL BACKGROUND........................................4
1.1. Some definitions of advertising.............................................................4
1.2. The goals of advertising.........................................................................4
1.3. The media of advertising.......................................................................5
1.3.1. Television advertising.........................................................................5
1.3.2. Radio advertising................................................................................6
1.3.3. Online Advertising..................................................................................8
1.3.4. Newspaper advertising........................................................................9
1.3.5. Magazine advertising.......................................................................10
1.3.6. Billboard Advertising............................................................................11

1.3.7. Direct mail advertising.....................................................................12

CHAPTER 2: PRACTICAL BACKGROUND............................................14


2.1. Company overview...............................................................................14
2.1.1. The establishment and development of Quang An Investment
Cooperation and Trading Limited Company ...............................................14
2.2 The current situation of advertising in Quang An Investment
Cooperation and Trading Limited Company...........................................18
2.2.1 The methods of advertising used in Quang An Investment Cooperation
and Trading Limited Company.....................................................................18
2.2.2 The advantages and disadvantages of each form.................................24
2.2.3 Remarks on advertising in Quang An Investment Cooperation and

Trading Limited Company............................................................................31
2.2.4. Future plan..........................................................................................31
CHAPTER 3: PROPOSALS AND SOLUTIONS.......................................32
3.1 Proposals................................................................................................32
3.2 Solutions.....................................................................................32

C. CONCLUSIONS......................................................................34
REFERENCES:


A. INTRODUCTION
1. Reasons for choosing subject
In a successful business, advertising plays an essential and important
role. There are thousands of companies manufacture the same thing and what
differentiates their products from each other are the brand names not the actual
product. Though advertising does not mean selling of products and services but
it helps in increasing your sells. Advertising helps companies to keep the
consumers informed about whatever new products or services are available in
the market at their disposal. Advertising can be used to create brand awareness
in general public and to make business more popular within the circle of
potential buyers. Advertising, in a straight line, increases profit of the
companies by escalating its revenue.
In order to find out the real situation of advertising in Quang An
Investment Cooperation and Trading Limited Company and make a certain
contribution to the development of company, studying advertising methods
used in company is an useful approach.
Besides, I want to become an advertiser in the future. Therefore, I think
choosing this topic is useful for my work when I graduate from college.
Because it helps me to gain more knowledge about advertising, for example the
goal, the media of advertising. This is one of the most important basics for me

and my work in the future. I wonder how I can become a good advertiser if I do
not have knowledge about advertising.


For the above reasons, I have decided to choose the subject “Advertising
methods of Quang An Investment Cooperation and Trading Limited Company”
as the topic of my assignment.
Apart from acknowledgements, table of contents and references, my
assignment consists of three sections and three chapters as follows:
A. INTRODUCTION
B. CONTENTS (It involves three chapters).
C. CONCLUSION
Chapter 1: Theoretical Background.
Chapter 2: Practical Background. It includes two main parts: The general
information about Quang An Investment Cooperation and Trading Limited
Company and the current situation of advertising in the company.
Chapter 3: Proposals and Solutions.
2. Purposes and Methods of study
2.1. Purposes of study
My purposes when study this report are to systematize theory relating
on advertising of Quang An Investment Cooperation and Trading Limited
Company and to evaluate quality of work performance to determine actual
situation about skills, knowledge and attitudes of the staff of the company.
The second, my aims are to define the specific gaps between current
situation and future requirement as well as find out problems of situation of
advertising in the company.


Furthermore, writing this assignment also gives me a chance to
practise and improve four English skills Reading, Writing, Listening and

Speaking, especially Writing skill which was very useful for my work.
In addition, I would like to gain real experience and opportunity to
enlarge my knowledge about advertising, especially advertising methods
used in Quang An Investment Cooperation and Trading Limited Company.
Moreover, I study this subject to know how to form a advertising plan
and how to advertise effectively. It is really necessary for my work.
Last but not least, I can propose some appropriate recommendation
for improving and developing adverting activities in the company through
this assignment.
2.2. Methods of study
In order to do this assignment, I have used four main methods:
observation, synthetic, analysis and assessment.
I have used observation method to observe advertising methods in the
company, then I synthesized them and analyzed to find out the advantages
and disadvantages of each form. Finally, I assessed real situation of
advertising in Quang An Investment Cooperation and Trading Limited
Company.
Besides, I have also collected information through report of
Advertising Department of the company and on internet, newspapers, leaflet,
books, etc.


B. CONTENTS
CHAPTER 1: THEORETICAL BACKGROUND
1.1. Some definitions of advertising

According to Bovee (1992, p.7);
“Advertising is the non personal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through the
various media.”

Will Rogers also (1987, P.69) said:
“Advertising is the art of convincing people to spend money they don't have for something
they don't need”.

1.2. The goals of advertising
There are various aims of advertising but the primary aim is to attract
the sales for the company.
The first aim of advertising is to enhance the visibility of the products
and services among the consumers. In other words, advertising is aimed to
increase the awareness of the customers.
One of the most important aims of advertising is to convinces customers
that products or service of your company are right for their needs.
Advertising also plays an important role to builds and enhances the image
of the company in the market. Through advertising the company can build the
image which it wants to make in the minds of the people.


Last but not least, it makes customers take the next step (ask for more
information, request a sample, place an order, and so on) and draws customers
to your business.
In fact, the ultimate aim of any companies is to enhance its profitability
and it is only possible when the company may attract more sales. Therefore,
nowadays, companies spend a huge amount of their budgets on advertising and
promotional strategies.
1.3. The media of advertising
Advertising has become an essential part of the business world. If you
have a good product or an efficient service to offer, you need to master the
art of selling it! Different methods of advertising exist, and some businesses
use all approaches, while others may use only one. Advertising persuades

members of a particular market to take some forms of action, such as buying
a product or service. There are many ways to spread an advertising message.
1.3.1. Television advertising
Watching Television is the most common leisure activity in our
country today. It is the medium where the consumer spends the most
"attentive" time. A number of surveys report average daily television
viewing time as high as five to six hours. No wonder it has grown into a
giant advertising medium. The cost of television advertising often depends
on the duration of the advertisement, the time of broadcast (prime time/peak
time), and of course the popularity of the television channel on which the
advertisement is going to be broadcasted. Although this medium has the
ability to reach a high number of potential buyers, it is also one of the most
costly forms of advertising. For example, one 30-


second Television commercial during the Super Bowl cost about $3 million
in 2009.

An advertisement on Television of Heineken Beer with slogan “It could be only Heineken”.

Infomercials are another form of television advertising. The
infomercial is different than a commercial because it is longer, includes
more product information, and has more of a personal tone. Although they
are also costly to produce, infomercials are highly effective in creating
impulse buys because of their demonstrative and persuasive nature.
1.3.2. Radio advertising


Radio advertising is one of the most effective ways to promote a
message or product. It works the same as television advertising in that

businesses pay for spots. Radio advertising usually relies on popular slogans
to promote products or services. Many consumers will recognize a product
due to a slogan that a company has coined. The radio might have lost its
charm owing to the new age media however the radio remains to be the
choice of small-scale advertisers. The radio jingles have been very popular
advertising media and have a large impact on the audience, which is evident
in the fact that many people still remember and enjoy the popular radio
jingles.


1.3.3. Online Advertising
Online advertising is an increasingly popular method for promoting a
business. There are many forms of online advertising. Banner advertisings
are image advertisings displayed on web pages. Google Advertising Words
is another popular form of online advertising that matches an advertising to
an Internet user's search inquiry. Social network marketing has been the
fastest-growing form of online advertising. This includes using sites like
Face book, Twitter, and Linked In to promote a product or service. Many
social networks have advertising available, such as Face book Advertisings.

1.3.4. Newspaper advertising


Newspapers can be delivered to your home or online. Types of
advertisings in newspapers vary. Classified advertisings can advertise jobs,
sales or business promotions. Some advertisings include coupons for grocery
stores or businesses that offer discounts, and some may promote buy-oneget-one deals. Sales inserts provide opportunities to push sales or clearance
items and entice consumers to visit the advertiser's place of business or to try
a new product.

1.3.5. Magazine advertising


Magazines advertising can get quite expensive. Find out if there is 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.

1.3.6. Billboard Advertising


A billboard is a large outdoor advertising structure (a billing board),
typically found in high traffic areas such as alongside busy roads. Billboards
present large advertisements to passing pedestrians and drivers. Typically
showing large, ostensibly witty slogans, and distinctive visuals, billboards
are highly visible in the top designated market areas. Bulletins are the
largest, most impactful standard-size billboards. Located primarily on major
highways, expressways or principal arterials, they command high-density
consumer exposure (mostly to vehicular traffic). Bulletins afford greatest
visibility due not


only to their size, but because they allow creative "customizing" through
extensions and embellishments.

1.3.7. Direct mail advertising

Direct mail is a common form of direct marketing, and may be

employed by for-profit businesses, charities and other non-profits, political
campaigns, and other organizations. Advertisers often refine direct mail
practices into targeted mailing, in which mail is sent out following database
analysis to select recipients considered most likely to respond positively. For
example a person who has


demonstrated an interest in golf may receive direct mail for golf related
products or perhaps for goods and services that are appropriate for golfers.
This use of database analysis is a type of database marketing. Alternatively,
unaddressed direct mail may be sent on a neighborhood – by –neighborhood
basis. Whether at the individual or neighborhood level, direct mail
marketing allows recipients to be targeted, attempting to match the
demographic profile of the recipients to one most closely matching that of
likely customers. Individually targeted direct mail may be tailored based on
previous transactions and gathered data.


CHAPTER 2: PRACTICAL BACKGROUND
2.1. Company overview
2.1.1. The establishment and development and of Quang An
Investment Cooperation and Trading Limited Company.


Name: QUANG AN INVESTMENT COOPERATION AND TRADING
LIMITED COMPANY
Transaction name: QAINCOTRA
Head Office : Quan Hoa Ward, Cau Giay District, Ha Noi, Viet Nam.
Tel : (84 – 4) 2108510
Fax : (84 – 4) 8341426

Email :
Quang An Investment Cooperation and Trading Limited Company
was established according to the Decision No 010202685 dated 30 th March,
2000 by The Ha Noi Department of Planning and Investment. The company
has officially operated since 2001 with only 30 persons. Quang An
Investment Cooperation and Trading Limited Company specializes in
supplying various products and services. Its main activities are imports and
distributes computer equipments and software; office equipments. Besides, it
also invests into finance field. In 2005, it started doing business on tourism,
hotel, domestic and oversea travel. Golden Ha Long Hotel – a three star
hotel, is a branch of the company. The hotel has meeting rooms seating up to
150 people; fully equipped for the executive guest requiring the most
modern conference equipment and administrative services – such as OHP,
LCD projector, fax, personal computers and secretarial and translation
support.
After 10 years of establishment and development, at the moment,
Quang An Investment Cooperation and Trading Limited Company has 4
branches in Ha Noi, Hai Phong, Da Nang and Ho Chi Minh City and one
hotel in Ha Long City with total 350 staff. With the determination of the


board of directors and the whole staff of the company, Quang An Investment
Cooperation and Trading
Limited Company has already established good, reliable business relations
with many banks; foreign partners in China, Japan and domestic partners, for
example Vietnam Bank of Agriculture and Rural Development, Bank for
Investment and Development of Vietnam, Van Chai Resort, VINCON Land
and Finance Investment Joint Stock Company, etc.
Success after success without ending of projects at Quang An
Investment Cooperation and Trading Limited Company, it shows the

creative and hard-working manner of an active boss who is also the Director
- Nguyen Thanh Nam, accompanied by enthusiastic, experienced and
dynamic staff. The company always proud of flexible service designed to
provide the best values for the customers.
Next year, the company will focus on expand branches into other
provinces in the country. Moreover, it will also improve quality of services
to the consumers and train new employees.


Golden Halong Hotel
Address: Bai Chay Ward, Halong City, Quang Ninh Province, Vietnam
Tel: (84-33) 3511089/3511098, Fax: (84-33) 3647556,
Email: or