Một số giải pháp nhằm hoàn thiện chính sách xúc tiến hỗn hợp cho sản phẩm gem tvt của công ty cô phần chế tạo xây lắp cơ điện thái vạn tường

ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

LÊ DUY TUẤN

SOME SOLUTIONS TO COMPLETE MIXED PROMOTION
POLICY FOR GEM-TVT PRODUCTS OF THAI VAN TUONG
ELECTROMECHANICAL CONSTRUCTION JOINT STOCK
COMPANY

MỘT SỐ GIẢI PHÁP NHẰM HỒN THIỆN CHÍNH SÁCH XÚC
TIẾN HỖN HỢP CHO SẢN PHẨM GEM-TVT CỦA CÔNG TY
CÔ PHẦN CHẾ TẠO XÂY LẮP CƠ ĐIỆN THÁI VẠN TƯỜNG

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2019


ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

LÊ DUY TUẤN

SOME SOLUTIONS TO COMPLETE MIXED PROMOTION
POLICY FOR GEM-TVT PRODUCTS OF THAI VAN TUONG
ELECTROMECHANICAL CONSTRUCTION JOINT STOCK
COMPANY

MỘT SỐ GIẢI PHÁP NHẰM HỒN THIỆN CHÍNH SÁCH XÚC
TIẾN HỖN HỢP CHO SẢN PHẨM GEM-TVT CỦA CÔNG TY
CÔ PHẦN CHẾ TẠO XÂY LẮP CƠ ĐIỆN THÁI VẠN TƯỜNG

Chuyên ngành: Quản trị kinh doanh
Mã số: 60 34 01 02
LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. PHẠM VĂN HỒNG

HÀ NỘI - 2019


DECLARATION

I commit that my thesis is completed on the basis of my understanding and
the process of my research, effort and performance under the guidance of Dr.Pham
Van Hong. My research study does not copy from any individual or organization.
The data and results stated in the Thesis are honest. And the information cited in the
Thesis is clarified its origin.

Hanoi, February 20, 2019
Student

Le Duy Tuan

3


ACKNOWLEDGEMENT

I would like to send my sincere thanks to the Hanoi School of Business and
Management for facilitating me all favorable conditions to complete my Master's
degree in Business and Management.
I would like to send my deep thanks to Dr.Pham Van Hong for his
enthusiastic and devoted instructions that help me well complete this thesis.
I would also like to express my gratitude to my organization, teachers,
colleagues, family and friends for their support, encouragement and share during
my study and completion of the thesis.
Despite my effort, the thesis does certainly not avoid errors, so it is expected
to receive special attention and contribution of the management, colleagues and the
people who are interested in my thesis for my completion.

Yours sincerely,

Hanoi, February 20, 2019
Student

Le Duy Tuan

4


TABLE OF CONTENTS
LIST OF FIGURES .................................................................................................... 7
LIST OF TABLES ..................................................................................................... 8
INTRODUCTION ...................................................................................................... 9
1. Rationale…….………...………………………………………………………….9
2. Study review.……...…………………………………………………………….10
3. Study objectives…...…………………………………………………………….10
4. Objects and scope of the study…..………………………………………………11

5. Methodology…………………………………………………………………….11
6. New contributions of the thesis…………………………………………………12
7. Thesis structure………………………………………………………………….12
CHAPTER 1: GENERAL THEORY ON MIXED PROMOTION POLICY .......... 13
1.1. Some definitions of mixed promotion, promotion policies and policy
development ................................................................................................................... 13
1.1.1 Definition, nature, role and model of mixed promotion .................................. 13
1.1.2 Definition of mixed promotion policies ........................................................... 16
1.1.3 Definition of mixed promotion policy development ........................................ 17
1.2. Theoretical bases on mixed promotion policies.................................................... 18
1.3. Content classification of mixed promotion policies ............................................... 20
1.3.1. Determination of message recipients ............................................................. 20
1.3.2. Determination of promotion objectives .......................................................... 20
1.3.3. Determination of mixed promotion fund ........................................................ 21
1.3.4. Selection of message and media channels ...................................................... 22
1.3.5. Determination of mixed promotion………......................................................23
CHAPTER 2: CURRENT SITUATION OF MIXED PROMOTION FOR GEMTVT PRODUCTS OF THAI VAN TUONG ELECTROMECHANICAL JOINTSTOCK COMPANY ................................................................................................ 28
2.1. General introduction of Thai Van Tuong Electromechanical Construction Jointstock Company and GEM-TVT products. ................................................................... 28
2.1.1. Thai Van Tuong Company Introduction ......................................................... 28
2.1.2. Introduction of GEM-TVT products ............................................................... 37
5


2.2. Current Situation of Mixed promotion policy in Thai Van Tuong Company .... 45
2.2.1. Personal sales policy ...................................................................................... 45
2.2.2. Marketing policy ............................................................................................. 47
2.3. Assessment .................................................................................................... 47
CHAPTER 3: SOME SOLUTIONS TO COMPLETE MIXED PROMOTION
POLICY FOR GEM-TVT PRODUCTS OF THAI VAN TUONG
ELECTROMECHANICAL JOINT-STOCK COMPANY ...................................... 52

3.1. Market development objectives of Thai Van Tuong in the next 5 years 20192024..……………………………………………………………………………...52
3.2. Some solutions to complete the mixed promotion policy .................................... 55
3.2.1. Application of social networking tools Facebook .......................................... 56
3.2.2. Application of e-commerce channels.............................................................. 59
3.2.3. Some other support solutions. ........................................................................ 61
CONCLUSION, LIMITATION AND IMPLICATION .......................................... 64
REFERENCES ......................................................................................................... 66
APPENDIX .............................................................................................................. 68

6


LIST OF FIGURES

FIGURE 2.1: The organization chart of Thai Van Tuong Company…….....32
FIGURE 2.2: Revenue of grounding products during 2016 - 2018 ………...37
FIGURE 2.3: Marketing organization chart of Thai Van Tuong Company…39
FIGURE 2.4: The challenges that GEM-TVT must face with ………..........44
FIGURE 2.5: Indirect distribution system of Thai Van Tuong ……………..49

7


LIST OF TABLES

TABLE 2.1: Business results at the period of 2016 - 2018………………….36
TABLE 2.2: Revenue of the key product in grounding area of Thai Van
Tuong Company during 2016 - 2018……………………………………..38
TABLE 2.3: Price list of GEM - TVT lines of Thai Van Tuong
Company…………........................................................................................42

TABLE

3.1:

Result

of

7

days

try-on

Facebook

advertisement………………....................................................................61

8


INTRODUCTION

1.

Rationale
Lightning protection is a matter of concern for many contractors, investors

and households as well. A good lightning protection system must be able to transfer
the lightning into the ground in the fastest way, to minimize the possibility of

lightning spread into the system, causing equipment damage. The grounding system
is an integral part of any lightning protection system. It ensures the conduction of
lightning impulse currents from lightning protection devices to the ground and
dissipates the energy of these pulses. The grounding plays an important role in
lightning protection. If the lightning protection device is not well grounded (ground
resistance is too high), lightning strikes can cause great consequences. To obtain the
desired ground resistance, in developed countries, Ground Enhancement Material
(GEM) is widely used. And the existing GEM products in Vietnam are imported
from the US, Korea, Thailand, Spain, China ... with high cost, in each product at
different prices that GEM products are also classified in quality, effective duration
of products.
GEM is the most advanced product of its kind in the traditional grounding
method with properties for medium construction works or more. But in the age of
constant technological development, together with continuous competition among
brands and increasingly high demands of the construction works, GEM is more
attractive than the rest of grounding products in all aspects. Therefore, it can be said
that GEM will be the "hottest" products in the world of lightning protection devices,
and the new trend of Vietnamese grounding market in near future.
On awareness of this, Thai Van Tuong Electromechanical Construction Joint
Stock Company also studied and launched a new product range called GEM-TVT
which has been decided to be strategic with the company, gradually replacing the
traditional grounding products. However, because GEM-TVT has just been at the
beginning of its life cycle, the GEM market in Vietnam has only been at the period
of prosperity, so in order to enter this potential market, it is needed to have an
9


overall look on marketing environment for the company's GEM-TVT products,
thereby making solutions to perfect marketing strategies, helping improve the
business performance of this strategic product range. That is why I decided to make

this thesis: “Some solution to complete mixed promotion policy for GEM-TVT
Products of Thai Van Tuong Electromechanical Construction joint stock Company".
2.

Study review

-

Currently, studies on mixed promotion policy for products (In 4P Marketing

policy) has not been available, especially there is no research on Mixed promotion
policy applying for GEM products in particular.
-

During my reference, there have been some study theses on products such as

“Making Marketing mix strategies for timber products in domestic market at Tan
Phuoc Company Limited” - Nguyen Tan Su, University of Da Nang - 2012. This
topic focused on the business marketing environment, from which applying 4P
marketing for timber products. In addition, the topic "Making Marketing mix
strategies for powder coffee of Dak Ha coffee import and export company"-Truong
Thi Ngoc Anh, University of Da Nang - 2011 carried out research and analysis of
marketing efficiency, then applying marketing mix for product market development.
From the overview of the above research situation, I have found that there is
no study topic on Mixed Promotion policy for GEM-TVT products of Thai Van
Tuong Electromechanical Construction Joint Stock Company. Therefore, my thesis
will analyze in depth and provide marketing solutions in this area.
3.

Study objectives

-

Research the theory of marketing concept, mixed promotion strategy and

how to formulate a marketing strategy for a product.
-

Learn about grounding products in general and chemicals to reduce soil

resistance in particular, the market of reducing electricity resistance in Vietnam
-

Analysis of the status and assessment of Marketing strategy of GEM-TVT

products in Thai Van Tuong Electromechanical Construction Joint Stock Company.
10


-

Proposing measures to improve Marketing strategy for GEM-TVT products

of Thai Van Tuong Electromechanical Construction Joint Stock Company.
4.

Objects and scope of the study

-

The research object of this topic is the marketing mix policy of Thai Van

Tuong Electromechanical Construction Joint Stock Company for GEM-TVT
products.
-

Research scope of the project is GEM-TVT product and Marketing policy

(product,

price,

distribution,

customer

service)

of

Thai

Van

Tuong

Electromechanical Construction Joint Stock Company.
5.

Methodology

Basic method to study the title is based on innovation, continue to research

and operate business in electric and construction companies in general.
Research method: expert method combined with quantitative and qualitative
research; Research methods at the table; Field survey method
-

Table research method: By making use of the internet network, information

is gathered from books, newspapers, magazines, information and statistics from
consulting companies. Mechanical and Electromechanical Construction, internal
company has also found most of the information needed to impress the company to
customers. Internal information sources are actual information in the company's
projects performed outside. There is also some information from projects from
partners - Sam Long Construction Joint Stock Company - Representative of General
Director: Nguyen Anh Tu.
-

Field survey method: The Company applied online survey method to mainly

perform this survey process. The scope of the survey is in Hanoi with the main
content of “Surveying the company’s marketing channels ability on Gem Products
”. The survey content will be added to the appendix.
-

Expert method: is a method of economic significance, it saves time, effort,

11

and finance to conduct research. However, it is mainly based on the intuition or
experience of the expert, so it should only be used when the methods have no
conditions to implement, cannot be implemented or can be used in conjunction with
the methods another method.
Therefore, the company selected experts as partners from the company providing
consulting and investment marketing services: Bizman Investment Joint Stock
Company - Just 8, ASC building 434 Tran Khat Tran - Private expert : Pham Thi
Ha Anh - Head of Sales Department - Tel: 0918378993.
6.

New contributions of the thesis

-

Thesis is the first project to study and develop policy theory of Mixed

promotion for products, showing the characteristics and characteristics of the Mixed
Promotion for products and the need for Promotion applications Mixed to develop
market for products.
-

Proposing solutions and proposing the practical capabilities of the

application of the Mixed Promotion to develop markets for specific products such
as GEM-TVT products.
-

The thesis provides a scientific methodology to review, evaluate and analyze

the practice of marketing activities at Thai Van Tuong Electromechanical

Construction Joint-stock Company.
7.

Thesis structure
In addition to the foreword and conclusion, the thesis layout includes three

main chapters as follows:
-

Chapter 1: General rationale on Mixed promotion policy

-

Chapter 2: Current situation of mixed promotion policy for GEM-TVT

products of Thai Van Tuong Electromechanical Joint-stock Company.
-

Chapter 3: Some solutions to complete mixed promotion policy for GEM-

TVT products of Thai Van Tuong Electromechanical Joint-stock Company.

12


CHAPTER 1: GENERAL THEORY ON MIXED
PROMOTION POLICY
1.1. Some definitions of mixed promotion, promotion policies and policy
development
1.1.1 Definition, nature, role and model of mixed promotion

 Definition
Mixed promotion is a term that appears in economics since the early years of
the twentieth century with the birth and development of the marketing concept
associated with the operation of the market and marketing activities because it is an
integral part of the mixed marketing model of any enterprise, one of 4Ps: Product,
Price, Place and Promotion Policy.
There are many different definitions and ideas on mixed promotion:
In the book "Essentials of Marketing" by Jermone and William: "Mixed
promotion is the transmission of information between sellers and buyers or other
potential customers to influence client’s behavior and viewpoints."
Bussiness Today magazine defines that: "mixed promotion and business
support is the way enterprises widely use techniques to convince different customers
to contact with the target market and the public".
In the textbook "Commercial Marketing" by the National Economics
University, edited by Assoc. Prof. Nguyen Xuan Quang, from a commercial
perspective in enterprises: "Mixed promotion is one of intentional activities in
marketing by enterprises to seek and promote opportunities to buy and sell goods
and provide commercial services. Mixed promotion includes main activities such as
advertisement, fairs, exhibitions, direct sales, public relations and other promotion
activities”.
Vietnam Commercial Law 1999 defines: "Mixed promotion is an activity
seeking and promoting opportunities to buy and sell goods and provide commercial
services, including advertisement fairs and promotions".
In the Commercial Marketing curriculum of the University, exhibition
13


of Commerce edited by Assoc.Prof.Nguyen Bach Khoa who also gave a definition
of mixed promotion: "Mixed promotion is a special and intentional marketing
activity that is directed at offering and attracting customers and establishing a

favorable relationship between companies and their partners with key potential
customers to coordinate their selected strategic activities and mixed marketing
program.”
Thus, mixed promotion is an integral part of mixed marketing, a bridge
between production, supply and consumption that directly or indirectly affects
customers’ behaviors through information, convince or reminders.
 Nature of mixed promotion
An important tool, a core issue of any organization to implement marketing
strategies and programs.
A function to provide information about products/services to target
customers to convince them.
Include messages designed to raise awareness, interest and decision to buy
different products or services from customers or consumers as a bridge between
supply and demand.
 The role of mixed promotion

-

For the company

Mixed promotion promotes conditions for companies in the process of

participation to exist and develop in the market in the most effective way, reducing
costs and risks in production and business.
-

Mixed promotion makes sales easier and more dynamic, thereby, increasing

sales and profits.
-

Improve the image and position of the company in the market

14


-

Better satisfy the needs of buyers, reduce risks in business.

-

Mixed promotion activities will help businesses have the opportunity to

develop trade relations with their partners through mixed promotion activities of
enterprises with mutual understanding, setting trade relations, applying products and
services.
-

Mixed promotion is not only support for product policies, price policies, and

distribution policies but also enhances the results of implementing those policies.
-

Mixed promotion is not only support for product policies, price policies, and
distribution policies but also enhances the results of implementing those policies.


-

For customers

Mixed promotion is a useful tool to help supply and demand meet, helping

suppliers to understand the needs of the market, thus better meeting the needs of
customers.
-

Help customers have more information to evaluate products/services about

businesses and make the right decisions.
 General model of mixed promotion process
-

The model emphasizes the key elements in effective mixed promotion process.
Companies have to know which customers they want to target, and which ones

they want. The company must be skillful in coding messages, taking into account
how key customers will tend to code the information. The company must pass
messages through effective communication channels to reach a key customer. The
company must develop a feedback channel so that customers can respond to their
promotion messages.
15


-

Sender: The sender of the message to the other party (also known as the source

or party of the broadcast)

-

Message: Gather all the icons that contain the communication content that the

party transmits
-

Communication channel: The channel of communication through which the

message goes from the sender to the receiver.
- Decoding: The process by which the recipient has a meaning for the symbols
sent by the other party.
-

Recipient: The recipient of the message sent by the other party (also known as

the audience or destination)
-

Adaption: A set of reactions that recipients get after receiving the message.

-

Response: Part of the response of the person receiving the communication

back to the sender.
-

Disturbance: Unexpected noise or distortion during the communication

process, the received message is deviated from the original.
1.1.2 Definition of mixed promotion policies
According to strategic management book:
"Policy is a system of instructions, leading businesses in the process of
making and implementing strategic decisions."
Policy is a means to achieve the goals of the business. According to the
author FREDR.DAVID: “Policy is a guide for making decisions and demonstrating
16


repeated or periodical situations” is outlined in the book “Concept of Strategic
Management” of the Statistical publisher.
Based on the views on policies and mixed promotion of Prof. Dr. Nguyen
Bach Khoa: “Mixed promotion policies are the principles and orientations in
offering customers, establishing the most favorable relationship between companies
and customers with targeted customers to coordinate the company's strategic and
selected marketing program”.
In Vietnam, since the 1990s, promotion activities have an important role that
is indispensable in business operations of enterprises, an effective tool to dominate
the market and increase the competitiveness of products/services and business in the
target market. From the role of mixed promotion, the promotion policy also plays a
very important role, because the implementation of mixed promotion activities is
not a simple task but it combines a lot of tools and measures, and many factors such
as goals, messages, budgets, etc, mixed promotion activities will be ineffective and
harmful to businesses if there is no proper orientation and policy. Mixed promotion
policies help enterprises to implement strategic objectives of mixed promotion, help
enterprises to use effectively, synchronously coordinate promotion tools, promote
strengths and limit weaknesses of contact tools, thereby increasing investment
efficiency, saving costs, supporting business capacity of enterprises.
1.1.3 Definition of mixed promotion policy development

In the textbook, basic principles of Marxism-Leninism give two opinions:
In metaphysical viewpoint: Development is only an increase or a pure
decrease in quantity, there is no qualitative change of things and phenomena; At the
same time, it sees development as a continuous process, not through complicated,
tortuous steps.
In dialectical viewpoint: Development is a concept used to generalize
movements in the direction of advancing from low to high, from simple to complex,
from less perfect to more complete.
And the reality shows that the concept of development in the dialectical
17


viewpoint is more objective and relevant.
The development of this framework-based mixed promotion policy is the
search for the most appropriate way and method, including the addition and
perfection of the mixed promotion policy already in place to create overall
promotion, bringing the greatest effect when finished.
1.2. Theoretical bases on mixed promotion policies
Marketers must understand how mixed promotion works and capture the basic
elements of the mixed promotion process and the relationship between them. There
are several different views about this process:


In the opinion of Prof. Dr. Nguyen Bach Khoa – Commercial

Marketing Program
In the Commercial Marketing textbook of the University of Commerce, Prof.
Dr. Nguyen Bach Khoa defined: "Mixed promotion is a special, intentional and
oriented marketing activity in offering, attracting customers and establish a most
profitable relationship between the company and key prospective customers to

coordinate the selected strategic activities and mixed marketing programs. ”

18


Prof.Dr.Nguyen Bach Khoa invented a model to plan mixed promotion in the
Figure 1.1 as belows:
Make a
Make a

Make a
decision on

decision
on target

Make a
decision
on key
recipients
and

Make a
decision

estimate
the

on fund

acceptance

mixed
promotion
mix

decision on
message
content
Encoding
Make a decision
on channel

Decoding

Satisfaction

Message
transmission

Recipient

Figure 1.1: The model to plan mixed promotion
According to this model, for each key market segment, the planning process
starts with deciding who receives the key and assesses the current acceptance of the
brand, image or company brand. . The next step is through the goal setting and the
budget to implement them, proceeding to decide the message and communication
channel of the message, encryption and communication when it is received, the
message code is solved by the recipient. Finally note the response and decide to
organize the feedback channel to adjust a communication cycle.



Based on the viewpoint of Philip Kotler.

According to Philip Kotler: “Promotion is the information activity aiming at
potential customers. It is the activities of exchanging, conveying to customers the
necessary information about businesses, service methods and other benefits that
customers can gain from buying products or services of businesses as well. as
feedback from customers so that businesses can find the best way to meet customer
requirements.”
Proper design of mixed promotion is a complex process involving
understanding what mixed promotion can and cannot do and understanding the
19


nature of each tool, the mixed promotion consists of four main components that
they must be combined to create a general marketing strategy. These four
components include: advertising, direct sales, promotions and public relations (PR).
1.3. Content classification of mixed promotion policies
1.3.1. Determination of message recipients
Before implementing mixed promotion activities, the company needs to
identify mixed promotion activities with a focus on which customer groups are
central, on which market segment determining the key customer; the new company
has appropriate deployment programs. For example, if the company's key customers
are teenagers, middle-aged people, children, women or men, individuals or
organizations, the promotion activities for each of them are different.
1.3.2. Determination of promotion objectives
Any strategy or action of an enterprise must have a clear, specific goal,
derived from the reality of the business. Development of a mixed promotion
infrastructure is the same, the goal is the goal that the whole activity promotes, it

helps to develop the promotion strategy and orient the use of resources effectively.
Promotion programs are administered in a clear, reasonable and completed manner,
requiring the establishment of carefully interpreted goals, compatible with each
program and each company's budget. These objectives are explained at the level of
permissible and delineated when implementing.
The objective of mixed promotion policy should meet the following
conditions:
-

Suitable for the ability of the business

-

Clear, specific, associated with a certain period of time

-

Feasible

-

Flexibility

-

Measurable

-

Challenging

There are 3 types of mixed promotion objectives as follow:
20


 Information objective: Information about new products, notice of special
reasons for customers to buy immediately, create awareness about the existence of
products, brands, provide information related to benefits of products and usage that
these products bring.
 Persuasive objective: Convince customers to try products and buy
products, convert competitors' customers into corporate customers, persuade them
to visit some galleries and exhibitions to visit the department and the size of the
company.
 Reminder objective: Remind customers to choose the best and most
affordable brand to buy: remind, persuade them to renew the use of the product,
linking the purchase with some special events, and build a good image of the
business.
1.3.3. Determination of mixed promotion fund
In order to implement promotion activities, enterprises need to point out a
certain budget level based on the financial capacity of the enterprise and in line with
the objectives of promotion policies. This is a relatively difficult decision for
businesses. Now businesses need to make those decisions including: what is the
total budget for promotion programs and how to allocate funds to promotion tools?
Four methods can be used to determine the budget for mixed promotion as follows:
Methods depending on ability: The requirement of this method is that the
company is capable of making decision on the budget for mixed promotion at that
level. This method does not take into account the impact of media on consumption,
on sales. So this budget is not stable every year and hinders the formation of the
company's long-term market strategy.
Method of determining by percentage of sales volume: This method requires
the company to set a budget for communication by a certain percentage compared to

the expected sales. Companies often take the previous year's sales or the adjacent
business cycle to fix.
Competitive equilibrium method: This method requires the company to
determine its communication budget level equal to that of competitors in the market
area and in the business cycle.

21


Methods of goals and work: This method requires businesses to form their
own communication budgets on the basis of specific goals and tasks that need to be
addressed. This means that you must first determine the costs of those
communications.
1.3.4. Selection of message and media channels
1.3.4.1. Selection of mixed promotion message:
Selection of mixed promotion message includes basic content as follows:


Message content: The message communicator must visualize what will

tell the target public to create the desired response. This process is called in
different ways to draft the invitation, the topic or the idea. In general it is to mention
some of the benefits, motives, characteristics or reasons why the public needs to
think about or research products.
Can distinguish three types of offers:
A reasonable invitation aims at public interest. These offers will be quality
presentation messages, economic, value or use of the product.
A sentimental invitation to try to evoke bad or good emotions motivates the
purchase.
A moral invitation aims at the public's sense of right and serious. They are

often used to encourage people to support social careers, such as keeping the
environment cleaner, having a more legitimate clan relationship, ensuring equal
rights for women and helping the vulnerable people.


Message structure: The message structure must be logically logical to

enhance the awareness and attractiveness of the content to the recipients when
defining the message structure that the messenger must solve the following three
issues
Firstly: Should it make a definitive conclusion or reserve that part for the
recipient? Usually the conclusions made beforehand for customers will be more
effective
Secondly: Present only "should" or both "should" and "should not". Usually
the argument on one side is more effective than analyzing both sides.
22


Thirdly: Should we make a persuasive argument right at the beginning or
after that? If presented at the beginning, it will attract attention, but at the end of the
attention will be greatly reduced.


Form of the message: The message is passed through the media to the

recipient so the message needs to have a vivid form. In a print advertisement, the
media must decide on the title, words, illustrations and colors. To attract attention,
the message needs novelty, contrast, catchy title images, special sizes and locations
...


Source of the message: The messages are coming from but the source of

attraction will be noticed and remembered more. Highly reliable sources will
increase persuasion; there are three factors increasing the credibility of the source:
expertise, credibility, and affection.
1.3.4.2. Selection of media channels
Choosing effective media is a very important issue. Currently the media
consists of two distinct media channels and mass media channels.
- Communication channel is unique: In this channel, two or more people will
directly communicate with each other. They can communicate face to face, over the
phone or by mail on a personal communication basis.
- Mass media channel: Is the orientation of communication methods, conveying
messages without personal contact or feedback. Includes mass media and selective
media including print media (newspapers, magazines, direct mail), electronic media
(radio, television), display media (table advertisements, signs ..) aimed at specific
recipients.
Although individual communication is often more effective than mass media,
mass media is still the main method to stimulate individual communication.
1.3.5. Determination of mixed promotion
1.3.5.1 Mixed promotion tools
 Advertisement:

23


A form of business information services that is non-personal about the ideas of
goods and services paid by the advertising owner to persuade or influence purchase
behaviors of a certain group of people.
Advertisement

contains

some

basic

characteristics

such

as:

Public

introduction, spread, expression and amplitude, insensitivity. Advertisement can be
made in panels, newspapers, on radio, TV, internet, etc so information will be
transmitted very quickly, contacting with many good customers to create the brand
image for businesses. However, advertisement does not select customers to evaluate
their feelings.
 Personal sales:
It is the commercial behavior of traders, the direct communication between
sellers and potential customers. Personal sales is one of the most effective tools for
commercial businesses in a certain stage of buying process, especially in giving
buyers a preference, confidence and action. There are three characteristics in
featured sales:


Cultivation



Direct sales satisfaction: Causing buyers to feel certain constraints to

hear what sellers say, buyers must pay attention and respond, even if it is just a
polite thanks


Direct interaction: Direct sales involves a lively, instant and interactive

relationship between two or more people. Each side can observe each other's needs
and personalities with their own eyes and make arrangements with each other.
 Digital Marketing Promotion:
Communicate directly with key customers for sales purposes. Digital
Marketing Promotion has some of the following characteristics:
Non-public: Messages are often delivered to a specific person, not to others
Customer discretion: Messages can be drafted based on customers’ demands
to attract them.
Update: can draft the message very quickly and send it to someone.
 Public Relations:
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Making good relationships with different public types by making people
sympathetic to you, building up a good image and handling or preventing gossip,
stories and incidents. Public relations include the following characteristics:
- Higher reliability: Stories and details seem authentic and credible to recipients
and advertisers.
- Overcoming prevention: Promoting offers can reach many prospective
customers who have shied away from offers and advertisements. The

message comes to them as news, rather than communication for sales.
- Dramatic: Like advertising, visitors have the potential to make the company or
items more attractive.
 Sales promotion:
Short-term stimuli encourage people to buy or sell a product or service. Sale
promotion targets three subjects: consumers, distribution intermediaries, sales force
of businesses. Thus, sales promotion tools apply differently to each customer. Sales
promotion has the following three characteristics:
- Communication is transient message. They attract attention and often provide
information that can lead visitors to items sold.
- Encouragement, they combine reward, inducement or dedication that can
bring additional value to consumers.
- The solicitation, which clearly contains the invitation to push customers faster.
1.3.5.2. Bases to determine mixed promotion
As discussed above, each tool has its own characteristics and costs. Therefore,
enterprises need to consider and coordinate the tools together to form the most
effective mixed promotion.
 Determinants of mixed promotion:
- Characteristics of items - market: Performance of mixed promotion tools
varies depending on consumer market or industry market. Commercial companies
often spend most of their advertising and Personal sales, followed by promotion and
eventually public relations. Companies that trade in industrial goods prioritize funds
for personal sales, followed by promotion, advertising and eventually public
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