Thành viên

1. Hồ Nguyễn Thanh Trúc

2.Bùi Thị Phương Thanh
3.Nguyễn Thuý Quỳnh
4.Đặng Khánh Ngọc
5.Phạm Đăng Khoa
6.Nguyễn Hướng Minh

Advertising
Definition
A means of communication with the users of a product or service.
The action of calling public attention to an offering through paid
announcements by an identified sponsors.

Objective(s)
- To customers:
+Informing
+ Persuading
+Reminding
- To organizations:
+ Brand building
+ Increasing sales
+ Creating Demand
+ Engagement
+ Expanding customer base
+ Changing customers’ attitude

Target audience
Everyone, especially, target customers who have been determined before.

Activities
Print Advertising: newspaper, magazine, brochure advertisements,etc.
- Broadcast Advertising: television or radio advertisements.
- Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
- Digital Advertising: Advertisements which is displayed over the Internet and
digital devices.

Notes
Advantages of advertising:
+ Helps in brand bulding or launching new product.
+ Boosts up existing customers’ confidence in the brand.
+Attracts new customers.
+ Educates customers.
- Disadvantages of advertising:
 + Increases the costs ( advertising is an expense to business and is added to the
cost of the product)
+ Confuses the buyers.
+ Encourages the sale of inferior products.

Direct Marketing
Definition:
Direct marketing is a promotional method that involves presenting information
about your company, product, or service to your target customer without the
use of an advertising middleman. It is a targeted form of marketing that
presents information of potential interest to a consumer that has been
determined to be a likely buyer.

Objective:
- Behavioral Response
- Build an Image
- Inform and/or Educate
- Customer Relationship Management
Target audience:
- People who are most likely to be interested in your offer
- People who use a range of media and channels
- Maybe old people, young children, middle aged, men, women
Main activities:
Traditional group: Telesale, Direct mail, Postcard ...
Modern group: Sms marketing, Email Marketing, Social Media ...

Notes : Different from marketing marketing is the use of communication

methods such as placing billboards, media on radio, television ... Direct
Marketing can help customers communicate directly with suppliers without
having to go through any another tool.

Interactive marketing 
Definition
Interactive marketing is a one to one marketing process that reacts and changes
based on the actions of individual customers and prospects. This ability to react
to the actions of customers and prospects means that trigger based marketing is
dramatically more effective than normal direct marketing.

Objectives

Increase revenue

Build a brand
Improve local SEO

Increase qualified traffic

Manage online reputation

Become an influencer in your field

Target audience
People who have electronic devices and use social media

Main activities
Create a Keyword Strategy
Optimize Website to Get Foun
Create a Blog & Marketing Offers
Promote content through Social Media
Convert Website Traffic into Leads
Nurture Leads with Targeted Messages
Optimize Marketing for Mobile Viewing
Analyze & Refine Strategies

Sales promotion
Definition
Sales Promotion is a marketing strategy where the product is promoted
using short-term attractive initiatives to stimulate its demand and rise its
sales.

Objectives
- To lift sales temporarily
- To create market for new products by using sales promtion like coupon,
discounts, free samples
- To compete with competitor’s short-term marketing strategies
- To increase brand awareness, which enventually leads to more sales.
Target Audience
Existing and loyal consumers
New consumers
Resellers
The company’s own sales forces
Main Activities
- Free sample
- Discounts
- Premium
- Bonus packs
- Point of purchase displays
Notes
Sales effect may only be short-term. It also condition customers to wait for
promotion that results in the marketer not maximizing a product’s revenue.

Public relations
Definition
Public relations is communicating your organization’s messages at the right
time and in the right place to the right audience. With the proliferation of tools
and technologies, we can measure the value of those efforts and how they align
with a business’ overall mission.

Objectives
1. Building Product Awareness:
When introducing a new product or re-launching an existing product, marketers
can use a public relation element that generates consumer attention and
awareness through media placements and special events.
2. Creating Interest:
Whether a public relation placement is a short product article or is included
with other products in “round up” article, stories in the media can help entice a
targeted audience to try the product.
3. Providing Information:
Public relation can be used to provide customers with more in depth
information about products and services.
4. Stimulating Demand:
A positive article in a newspaper, on TV news show or mentioned on the
Internet, often results in a discernable increase in product sales.
5. Reinforcing the Brand:
In many companies the public relations function is also involved with brand
reinforcement by maintaining positive relationships with key audiences, and
thereby aiding in building a strong image.

Target audience:
-Youths and young adults aged 18-25
-Working adults
-Shoppers, families and tourists
-Wealthy individuals, celebrities, philanthropists,

Main activities

 Media relations.
  Advertorials
 Social media
 Newsletters
 Brochures and catalogues
 Business events
 Speaking engagements
 Sponsorships or partnerships.
 Employee relations
 Community relation
Notes

Advantages Disadvantages
Credibility Lack of control over material
Low cost Media time and space aren’t
Breaks through the clutter guaranted
Image buiding Measurement is difficult
Get over consumer resistance

Personal selling
Definition: can be defined as the process of person-to-person communication
between a salesperson and a prospective customer in which the former learns
about the latter’s needs and seeks to satisfy those needs by offering the
prospective customer the opportunity to buy something of value, such as goods
or a service.

Objectives:
 To increase the volumes of sales
 To increase sales revenue
 To reduce the costs of sales
 To increase the number of distribution outlets
 To prospect for new customers
 To increase sales per customer
 To reduce the number of customers with minimum viable orders
 To get repeat orders

Target audience:
 Telesales: This requires you to have a total quality data, then the phone
contacts each object on the list to probe the demand for the product and
find potential objects.

 Through media and advertising: From advertising activities such as Google

AdWords, Facebook, TV advertising, newspapers ... to be a company or
 implement it yourself, you will get a list of customers who have demand
for the product is source information value that you can be exploited.

 Returning New Customers (word of mouth marketing): Using relationships

with satisfied customers with brand products or services to ask them to
refer new customers or write shared articles.

 Personal relationships: family, friends and co-workers.

Main activity:
 Find and build portraits of your target audience.
 Access to official customers
 Presentation to introduce products.
 Answering customer questions and feedback
 Cause customers refuse.
 Handling when customer feedback is not positive.
 End of the sale
 To build a relationship
Note:
Advantages Disadvantages
High customer attention High cost
Message is customized. Labor intensive
Interactivity Expensive
Persuasive impact Can only reach a limited number of
Potential for development of customers
relationship
Adaptable
Opportunity to close the sale.