THƯƠNG MẠI UNIVERSITY

INSTITUTE OF BUSINESS MANAGEMENT

— 󠄊 󠄊󠄊󠄊󠄌󠄍󠄌―

GROUP DISCUSSION
ENGLISH FOR SPECIFIC PURPOSES 2
TOPIC: ADVERTISING – ADVERTISING CHANNELS, ADVERTISING
PURPOSES, HOW TO CREATE A GOOD ADVERTISEMENT

Teacher: Nguyễn Thị Lan Phương

Class: 242_ENTI1012_01
Group: 02

Hà Nội, 2024
TABLE OF CONTENTS
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PART A. INTRODUCTION.............................................................................................................4
I. Introduction....................................................................................................................................5
1.1. Definition of advertising.............................................................................................................5
1.2. The role of advertising in business and daily life......................................................................6
PART B. BODY.................................................................................................................................8
II. Purposes of advertising................................................................................................................8
2.1. Increasing brand awareness.......................................................................................................8
2.2. Increasing business Sales............................................................................................................9
III. Popular advertising channels...................................................................................................10
3.1 Traditional advertising..............................................................................................................10
3.2 Digital marketing......................................................................................................................12
3.3. The advantages and disadvantages..........................................................................................13
IV. How to design an effective advertisement................................................................................15
4.1. Identify the target audience.....................................................................................................15
4.2. Choose the right advertising channel......................................................................................16
4.3. Design eye-catching images and unique content.....................................................................17
V. Case studies: successful and unsuccessful advertisements.......................................................18
5.1. Successful advertisement..........................................................................................................18
5.2. Unsuccessful advertisement.....................................................................................................20
PART C. CONCLUSION................................................................................................................21
TÀI LIỆU THAM KHẢO

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 PART A. INTRODUCTION

Advertising plays an essential role in both daily life and business, not only helping
companies reach customers but also influencing consumer behavior. In business,
advertising is an indispensable tool for introducing products and services, building brand
identity, and creating a competitive advantage. An effective advertising campaign can
boost sales, expand market reach, and enhance brand reputation. Large corporations often
invest heavily in advertising to maintain their market position and attract new customers,
while small businesses leverage digital advertising to reach their target audience at a
reasonable cost.

Beyond its role in business, advertising significantly impacts everyday life. It

helps consumers stay informed about new products and services, enabling them to make
choices that best suit their needs. Advertising is not just about driving consumption; it
can also convey social messages and raise public awareness of critical issues such as
environmental protection, traffic safety, and healthy lifestyles. However, if not properly
regulated, advertising can have negative consequences, such as spreading misleading
information, encouraging excessive consumption, or infringing on users' privacy.

With technological advancements, advertising has become increasingly diverse

and innovative. From traditional channels like television and print media to digital
platforms such as social media, search engines, and email marketing, advertising is
omnipresent and can reach millions of people in a short time. This presents businesses
with immense opportunities while also posing challenges in creating engaging content
that delivers real value to consumers. In the future, advertising will continue to evolve,
playing a crucial role in connecting brands with customers and driving global economic
growth.

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I. Introduction

1.1. Definition of advertising

Advertising originates from the Latin word advertere, meaning "to direct
one's senses or attention." This reflects its core purpose: to capture and guide the
audience’s focus toward a specific message, product, service, or idea.

According to the American Marketing Association defines advertising as

"any paid form of nonpersonal presentation and promotion of ideas, goods, and
services by an identified sponsor." This emphasizes advertising as a structured,
intentional form of communication aimed at promoting products, services, or
ideas.

Advertising is a paid, non-personal form of communication used by

businesses, organizations, or individuals to promote products, services, or ideas. It
involves crafting and disseminating persuasive messages through various media
channels, aiming to inform, persuade, and remind potential customers. Ultimately,
advertising seeks to influence consumer behavior, encouraging purchases and
fostering brand loyalty.

Advertising is delivered through a variety of media channels, broadly

categorized into traditional and new media. Traditional media includes
newspapers, magazines, television, radio, outdoor advertising (e.g., billboards),
and direct mail. New media encompasses digital platforms such as search engines,
social media, websites, and text messages. These channels enable businesses to
reach their target audiences effectively and adapt to the evolving media landscape.

In conclusion, advertising is a powerful and dynamic tool in the marketing

mix. It not only promotes products and services but also shapes consumer
perceptions and behaviors. By leveraging both traditional and new media,

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businesses can effectively reach their target audiences, build lasting relationships,
and achieve their marketing objectives.

1.2. The role of advertising in business and daily life

Advertising plays a crucial role in both business and daily life, serving as a
bridge between companies and consumers. It is a key component of modern
marketing strategies, allowing businesses to communicate their offerings
effectively while shaping consumer perceptions and behaviors. Advertising not
only drives sales and brand awareness but also influences societal trends and
lifestyles.

1.2.1. The role of advertising in business

Creating brand awareness one of the primary objectives of advertising is to

create awareness about a brand and its offerings. A well-executed advertising
campaign can capture the attention of potential customers, leading to increased
brand recognition and recall. Brand awareness is crucial for new businesses, as
well as established companies looking to launch new products or services.

Establishing a brand identity and loyalty

Advertising plays a critical role in defining and communicating a brand’s

identity, which includes its values, mission, and unique selling points. An effective
advertising strategy helps in establishing a strong brand identity, which can lead to
customer loyalty and long-term business success.

Attracting new customers and retains existing ones

By targeting specific demographics and creating compelling ad campaigns,

businesses can attract new customers and encourage them to try their products or
services. Advertising is essential for companies looking to expand their customer
base and foster ongoing business growth.

Promotes products and services:

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 Advertising informs potential customers about product features,
availability, and pricing. By highlighting unique benefits, businesses help
consumers make informed purchasing decisions.

1.2.2. The role of advertising in daily life

influences purchasing decisions

Advertising plays a significant role in shaping consumer choices by

presenting products in a persuasive manner. It highlights benefits, discounts, and
unique features, making it easier for consumers to decide what to buy.

Keeps consumers informed

Advertising provides essential information about products, services, and

trends, helping consumers stay updated. It allows people to compare different
options and make informed decisions that best suit their needs and preferences.

Raises awareness of important social issues

Public service advertisements address topics such as health, safety, and

environmental concerns. These campaigns encourage positive behavior, such as
reducing plastic waste, practicing road safety, or adopting a healthy lifestyle.

Enhances entertainment and culture

Advertising influences fashion, music, and lifestyle trends by promoting

new ideas and innovations. Iconic advertisements and brand collaborations with
celebrities often shape cultural conversations and social movements.

Creates engagement and connectivity

Advertising fosters engagement by providing interactive and visually

appealing content. Whether through television commercials, digital ads, or social
media campaigns, advertising keeps consumers connected to brands and global
trends.

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PART B. BODY

II. Purposes of advertising

Advertising plays a crucial role in businesses' success by helping them

reach potential customers and maintain a strong market presence. The two main
purposes of advertising are increasing brand awareness and driving business sales.

2.1. Increasing brand awareness

Helping customers know about the brand, product, or service: Advertising

plays a key role in introducing a brand, product, or service to potential customers.
It creates an initial awareness and ensures that customers know the brand exists
and what it offers. The goal is to make the brand familiar to the audience, which
can lead to higher consideration when they're ready to make a purchase decision.

Example: Apple launches a new iPhone with an advertising campaign

across multiple platforms (TV, online, billboards). These ads would help to create
awareness about the product's features, such as improved cameras or longer
battery life. Even customers who don’t currently own an Apple product get
familiar with it and its innovations, which may influence future purchasing
decisions.

Building a strong brand image and making an impression on customers:

Effective advertising not only informs but also helps shape the perception of the
brand. Through consistent messaging, visuals, and storytelling, advertising can
help build a strong and positive brand image. It creates an emotional connection
that leads to long-term brand loyalty. By leaving a memorable impression,
advertising influences customers' trust and credibility in the brand.

Example: Nike's “Just Do It” campaign has become synonymous with

motivation and perseverance. This brand message not only informs customers
about their products but also builds an emotional connection, creating a strong
brand image that appeals to athletes and non-athletes alike. Over time, Nike has

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built a reputation for empowering people, making it the first choice for many when
buying sportswear or shoes.

2.2. Increasing business Sales

Encouraging new customers to buy and keeping loyal customers:

Advertising encourages people to try a brand, product, or service for the first time,
which helps businesses attract new customers. Additionally, it helps businesses
maintain relationships with their existing customers through promotions, new
product updates, or reminders about the value the brand provides. Retention-
focused advertising reminds customers of why they chose the brand in the first
place.

Example: Coca-Cola runs a campaign offering discounts and promoting its

new flavors. First-time buyers are enticed by the offers, while loyal customers feel
a sense of satisfaction when they see their favorite products on sale or receive
personalized coupons. The ads remind loyal customers why they love the brand
while offering incentives for new customers to try it.

How advertising changes sales and helps customers save time when
searching for products or services: Advertising influences sales by making
customers aware of offers, discounts, or new products they may not have known
about otherwise. It simplifies the buying decision by showcasing the key benefits,
competitive advantages, and pricing, ultimately leading to a quicker and more
informed purchase. For customers, advertising can save time by narrowing down
their options and making it easier to find products or services that meet their
needs. With targeted advertising, they can see relevant products or services
without needing to search extensively, streamlining the process and reducing
decision fatigue.

Example: Amazon uses targeted ads based on past purchases and browsing
behavior. For instance, if a customer often buys fitness equipment, Amazon’s ads

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will show new products or deals in the fitness category, saving the customer time
by offering exactly what they’re looking for. This targeted approach leads to faster
purchases and higher sales because customers don’t have to search through
numerous options, as the ads present the most relevant items immediately.

By combining brand awareness and sales growth strategies, businesses can

maximize their advertising efforts and achieve long-term success in a competitive
market.

III. Popular advertising channels

3.1 Traditional advertising

3.1.1 Television advertising

Television advertising has long been a dominant force in the marketing

industry, offering businesses the ability to reach a vast audience through engaging
visual storytelling. TV ads combine motion, sound, and emotion to create a
memorable impact on viewers, making them highly effective for brand awareness
and product promotion.

TV commercials often use compelling narratives, celebrity endorsements,

and high-quality production to capture audience attention. Advertisers strategically
place their ads during prime-time slots, major sporting events, and popular
television shows to maximize exposure. However, this exposure comes at a high
cost, as TV advertising involves expensive production expenses and premium
placement fees. Despite the increasing popularity of digital platforms, TV ads
continue to be a powerful tool for brands targeting a mass-market audience,
particularly those in the consumer goods, automotive, and entertainment
industries.

3.1.2 Radio advertising

Radio advertising delivers messages to listeners through audio content,

making it an effective channel for reaching commuters, workers, and audiences
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who prefer auditory information. It is cost-effective compared to TV ads and
allows businesses to target specific demographics based on station type, music
genre, or talk show themes.

One of the key strengths of radio advertising is its ability to create strong
brand recall through catchy jingles, persuasive voiceovers, and repetitive
broadcasting. Because radio content is often consumed while driving, working, or
exercising, advertisers must craft messages that are concise yet impactful. Unlike
television, radio lacks a visual component, requiring brands to rely on compelling
storytelling and sound design to captivate listeners. Additionally, many radio
stations offer sponsorship opportunities, such as sponsored segments, contests, and
shoutouts, which provide brands with an alternative way to engage with their
target audience.

3.1.3 Outdoor advertising

Outdoor advertising, also known as out-of-home (OOH) advertising,

includes billboards, transit ads, posters, and signage in high-traffic areas. These
ads offer continuous exposure, making them a great way to reinforce brand
recognition.

Strategically placed billboards along highways, urban centers, and

commercial districts allow businesses to reach thousands of potential customers
daily. Advances in technology have led to the development of digital billboards,
which offer dynamic, eye-catching advertisements that can change in real time.
Transit advertising, such as ads on buses, taxis, and subway stations, ensures high
visibility to commuters and pedestrians.

While outdoor advertising excels in brand awareness, it has limitations,

such as the lack of interactivity and limited message space. Advertisers must
create concise yet visually appealing designs that quickly convey the brand

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message. The effectiveness of OOH advertising largely depends on location
selection, with high-traffic areas yielding the best results.

3.2 Digital marketing

3.2.1 Social media advertising (Facebook, TikTok, etc.)

Social media advertising has revolutionized modern marketing by offering

highly targeted and cost-effective promotional opportunities. Platforms like
Facebook, TikTok, Instagram, and YouTube allow advertisers to reach specific
demographics based on age, interests, behaviors, and location. Unlike traditional
ads, social media ads encourage direct interaction through likes, shares, comments,
and calls to action.

One of the key advantages of social media advertising is its flexibility in ad

formats. Businesses can use static images, carousels, short-form videos, and live-
streamed content to engage their audience. Short-form video ads, particularly on
TikTok and Instagram Reels, have gained massive popularity due to their
entertaining, fast-paced nature. Meanwhile, Facebook and YouTube support
longer, storytelling-style video ads that allow brands to provide in-depth product
demonstrations and customer testimonials.

Additionally, social media platforms offer powerful data analytics tools that
allow advertisers to track performance in real time, adjust campaigns, and
optimize their ad spend. This ability to fine-tune targeting ensures that brands
reach the right audience at the right time, making social media advertising one of
the most efficient marketing channels available today.

3.2.2 Influencer marketing

Influencer marketing leverages the trust and credibility of social media

personalities to promote products and services. Influencers, ranging from
celebrities to niche content creators, have dedicated audiences who value their
opinions, making their endorsements highly persuasive.

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 This form of marketing is particularly effective on platforms like Instagram,
TikTok, and YouTube, where influencers showcase products through storytelling,
tutorials, and personal experiences. Micro-influencers (those with smaller but
highly engaged audiences) often have stronger credibility within specific niches,
leading to higher engagement rates compared to traditional celebrity
endorsements.

A major advantage of influencer marketing is its ability to create authentic

connections with consumers. Instead of traditional advertisements, influencer
promotions feel like personal recommendations, which increases trust and
conversion rates. However, businesses must carefully select influencers whose
audience and values align with their brand. Failing to do so can lead to credibility
issues and wasted marketing budgets. Additionally, tracking ROI in influencer
marketing can be challenging, making it essential for brands to implement clear
performance metrics such as engagement rates, conversion tracking, and brand
sentiment analysis.

3.3. The advantages and disadvantages

a. The advantages and disadvantages of traditional advertising

Traditional advertising refers to methods of promoting products or services

through mediums such as television, radio, direct mail,... Despite the rise of digital
advertising, traditional advertising remains relevant for many businesses. The
advantages and disadvantages of conventional advertising will help businesses
have a more comprehensive view of its effectiveness in today's market.

One of its most significant advantages is its ability to reach a broad

audience, including people who are not active Internet users or are less familiar
with digital technology. Traditional advertising can create a strong emotional
connection by leveraging visual and auditory elements, making them memorable.
For instance, TV commercials can combine sound, movement, and visuals to

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convey powerful messages that resonate with viewers. Furthermore, traditional
advertising is often considered more trustworthy by some demographic groups,
especially older generations who may be more reliant on conventional media.

Despite the advantages, traditional advertising also has several notable

disadvantages. The association with this form of advertising is often high,
especially for prime-time costs television slots or advertising in widely read
newspapers. These high costs can make it less accessible for small businesses or
those with limited budgets. In addition, traditional advertising lacks the flexibility
and precision of digital advertising. Traditional advertising can be difficult to
measure, making it difficult for businesses to evaluate the effectiveness of their
campaigns. Moreover, traditional media is a one-way communication channel,
meaning it does not allow for the interactivity that digital platforms provide, which
can limit the ability to gather feedback or engage consumers directly.

In conclusion, traditional advertising offers valuable benefits, including

wide reach, credibility, and lasting impact, but it also comes with disadvantages,
such as high costs, limited targeting options, and challenges in measuring
effectiveness. When choosing an advertising strategy, businesses need to evaluate
their specific marketing goals, budget, and target audience to determine if
traditional advertising is right for their company.

b. The advantages and disadvantages of digital advertising

In the current era of Industry 4.0, digital advertising has become the
foundation of marketing strategies for businesses. Digital advertising such as
social media, search engines, and websites,... is driven by the increasing use of
digital devices and the internet, providing marketers with innovative tools to reach
and engage audiences.

First of all, digital advertising offers a broader reach and greater

accessibility than traditional advertising, enabling businesses to connect with a

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global audience instantly through platforms like Google Ads, Facebook, and
Instagram. It allows precise targeting based on demographics, interests, and
behaviors, enhancing campaign effectiveness and conversion potential. Digital
advertising is also cost-effective and offers flexible price models such as pay-per-
click (PPC) and cost-per-impression (CPM) to accommodate businesses of all
sizes. Additionally, it provides measurable results through analytics and tracking
tools, helping marketers optimize advertising performance and make data-driven
decisions. With interactive formats like video, animation, and direct audience
engagement through comments, likes, and shares, digital advertising fosters
stronger connections between brands and consumers.

On the other hand, digital advertising brings some drawbacks for

businesses. One major drawback of it is the potential for user fatigue and user
frustration. With so much advertising being displayed online, users can become
frustrated and use ad blockers, which reduces the visibility of advertising and
limits their effectiveness. Not only that, privacy concerns also pose a significant
disadvantage to digital advertising. The collection and use of personal data for
targeted advertising purposes has raised ethical and legal questions. Stricter data
protection regulations, such as the General Data Protection Regulation (GDPR),
require businesses to obtain user consent and process data responsibly. Failure to
comply can result in fines and damage to a brand’s reputation. Finally, digital
advertising can be highly competitive. Multiple brands are competing for
consumer attention on the same platforms, which can drive up advertising costs
and make it difficult for small businesses to compete with larger companies with
bigger budgets.

In conclusion, digital advertising offers many advantages, such as wide

reach and cost-effectiveness. However, it also has many challenges, so businesses
must balance their activities to create effective and responsible digital advertising
strategies.

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IV. How to design an effective advertisement

4.1. Identify the target audience

Age: The target audience of advertising plays an important role in

determining an effective marketing strategy. The age of the target audience may
vary depending on the product or service being promoted. For example, young
people aged 18-25 are often interested in technology, fashion, and entertainment,
while middle-aged individuals aged 30-45 tend to focus more on finance, health,
and family.

Needs: Customer needs are one of the key factors in creating advertising
content. Some customers seek convenience and affordability, while others
prioritize quality, brand, or exclusivity. Depending on the needs of customers,
businesses use advertising accordingly. For example, Japanese people have long
preferred to consume quality goods over mass goods, so Japanese people's
purchasing decisions are greatly dominated by product quality as well as product
image and brand. This is the reason why Japanese people are willing to pay high
prices to buy goods of proportional quality. Therefore, businesses need correct and
accurate information when promoting products to create trust and promote
customers' "purchase".

Customer psychology: Consumer psychology greatly influences how they

perceive advertising, such as emotions, beliefs, attitudes, and cognitive biases
shape their response to marketing messages. Younger consumers are often
attracted to creative content, eye-catching images, and the latest trends, while
older consumers may be persuaded by credibility, real value, and reviews from
other consumers. Additionally, social proof, brand familiarity, and perceived value
contribute to how positively or negatively an advertisement is received.
Understanding the age, needs, and psychology of customers helps businesses
create effective advertising campaigns that attract the right audience and optimize
revenue streams.

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4.2. Choose the right advertising channel

The advertising channel that can reach the most customers at a reasonable
cost depends on the target audience and the type of product or service being
promoted. However, there are some channels that we should consider carefully:

Social media advertising (Facebook, Instagram, TikTok, etc.)

Social media has billions of active users, making it a great way to reach a
large audience. The advertising costs on these platforms are often relatively low
compared to traditional methods. You can set daily or pay-per-click (PPC) or pay-
per-impression options. These platforms also offer advanced targeting options, so
you can reach a very specific audience based on interests, location, behavior, and
many more.

Google ads

Google ads allow you to reach potential customers actively searching for
products or services like yours. The cost can vary, but you can control your budget
setting for it. Generally, costs are higher for highly competitive keywords. Google
Ads are highly effective for businesses looking for immediate sales, and its often
leads to higher buying rates.

YouTube ads

YouTube has over 2 billion monthly users and is the second-largest search
engine after Google. You can start with a low budget, and YouTube ads work on a
pay-per-view or pay-per-click model. Video ads can be very engaging, especially
if you're showcasing a product or service in action. It's effective for both B2B and
B2C service

Email marketing

Email marketing allows you to directly reach your customers with designed
messages. The cost of email marketing is relatively low, especially if you already

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have an email list. With segmentation and personalization, email marketing can be
very effective in nurturing leads and generating sales.

4.3. Design eye-catching images and unique content

To design eye-catching Images unique content, one of the most important

factors is using high-quality images that immediately take the customer’s
attention.

Professional and high-resolution photos can make a significant difference in

how your audience perceives your brand. It’s essential to ensure that the images
resonate with your target market, showing your product in real-life situations to
make it relatable. Using bold colors, unique angles, or even a little creativity with
the composition can make your content stand out among a sea of advertisements.

In addition to stunning views, integrating creative content like trending

images or videos can further boost engagement. Video content, in particular, is
incredibly powerful because it captures attention quickly and allows for a deeper
connection with the audience. By tapping into trending topics or popular video
formats on social media, brands can stay relevant and instantly appeal to users.
User-generated content, where customers share their experiences, can also be a
valuable asset

Finally, a strong and unique key message is essential to ensure your

marketing content resonates with your audience. Your message should be clear,
memorable, and aligned with your brand’s values. It’s crucial to highlight the
benefits of your product or service in a concise but impactful way. Using
emotional appeal, such as a sense of empowerment, joy, or excitement will make
the message more memorable.

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V. Case studies: successful and unsuccessful advertisements

5.1. Successful advertisement

The campaign originated from a simple yet profound idea: making Coca-
Cola bottles more personal by using common names. This idea was part of Coca-
Cola South Pacific's “Project Connect,” aiming to boost sales and create a stronger
bond with young people. The logistics behind this campaign were extensive,
including multiple approval processes, risk assessments, and design iterations.
However, the simplicity of the concept hid the sophisticated marketing strategy
that drove its success. Coca-Cola’s campaign was ahead of its time, using names
as data points to create personal connections long before personalization became a
trend.

The “Share a Coke” campaign successfully created an emotional story. By

encouraging consumers to share their Coke bottles with friends and loved ones,
the campaign fostered a sense of community and shared happiness. This emotional
advertising strategy leveraged the power of positive connections, linking Coca-
Cola with joyful and social moments.

Coca-Cola effectively used user-generated content (UGC). By motivating

consumers to share their experiences on social media using the hashtag
#ShareaCoke, the brand not only expanded its reach but also built a community
around the campaign. This strategy took advantage of the social proof
phenomenon, where people tend to follow the actions of others, especially within
their circle of friends.

Coca-Cola’s creative approach to marketing was another foundation of the

campaign’s success. The brand’s bold move into digital marketing and social
media set new standards. Interactive elements, such as personalized Coke bottles
at bus stops and digital billboards, created an immersive consumer experience.

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Integrating the campaign with digital platforms allowed for real-time interaction
and feedback, enhancing its dynamism.

The campaign succeeded in many countries, such as the United States and
the United Kingdom. It replaced traditional billboards with personal stories,
showing the joy of sharing a Coke with loved ones. Coca-Cola successfully
restored its image in the eyes of young consumers, leading to an 11% increase in
sales. This adaptability highlights the importance of understanding and responding
to cultural and market differences.

5.2. Unsuccessful advertisement

The Dove brand is well known for its brand messages in marketing
campaigns, often empowering women and illustrating their beauty. This is often
seen in their Real Beauty campaign, launched in 2004, which helped the brand
make progress in the women’s community. The main mission of most of their
campaign messages is to help women from all backgrounds experience beauty,
regardless of their origin, body shape, or gender expression.

However, in their 2017 campaign, a controversial advertisement on

Facebook showed an African American woman pulling off her brown T-shirt to
reveal a white woman wearing a light beige T-shirt underneath. Then, that woman
pulled her shirt to reveal an Asian woman, and so on. In the full advertisement,
five different women transformed into each other. Although Dove’s original idea
may have been to show racial diversity, the way it was presented was misleading
and made many people feel offended.

The public, especially on social media, criticized Dove for an

unintentionally racist message. Many people said it reminded them of 19th-century
advertisements, where black people were often described as "dirty," and soap
could "clean" them, turning them into white people. Immediately, this
advertisement caused a wave of anger on social media. Many people accused

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Dove of being insensitive for using this image, believing that the brand was
sending an unintentionally racist message.

Right after the criticism, Dove quickly removed the advertisement and
made a public apology. However, the damage to the brand was unavoidable, as it
lost the trust of customers. Even though Dove was previously praised for its
campaigns promoting confidence and beauty diversity, after this incident, many
customers felt offended, especially the black community. They believed that Dove
was only using diversity in images for marketing purposes and did not truly care
about the meaning behind it. Thousands of posts criticized Dove, calling it a
typical example of marketing failure. Many users shared the advertisement images
with angry comments.

This incident is an important lesson for big brands when creating marketing
campaigns. When making advertising content, brands need to understand cultural
contexts to avoid unfortunate misunderstandings. An advertisement should be
carefully checked and tested on public reactions before being widely released.

PART C. CONCLUSION

Advertising plays an important role in both business activities and daily

life, helping to connect businesses with customers and shape consumer trends. For
businesses, advertising is an essential tool for building a brand, increasing
awareness, and boosting sales. An effective advertising campaign not only helps
businesses reach potential customers but also builds brand loyalty. In addition,
advertising helps raise consumer awareness about products and services, providing
important information that helps them make reasonable purchasing decisions.
Especially, advertising also plays a role in promoting social issues, such as
environmental protection, public health, and traffic safety. Social advertising
campaigns can create a positive impact and change consumer behavior in a better
direction. With the development of technology, advertising has become more
diverse and can reach the right audience through digital platforms such as social

21
 media, search engines, and display ads. Thanks to this, businesses can optimize
costs and achieve higher efficiency in reaching their target customers. In
conclusion, advertising is not only a powerful marketing tool but also an important
factor in brand building, business promotion, and influencing consumer behavior.
An effective advertising strategy will help businesses grow sustainably and create
long-term value in a competitive market.

TÀI LIỆU THAM KHẢO

1. Study.com. (n.d.). Advertising: Concept, purpose & examples. Study.com. Truy cập
ngày 14 tháng 3 năm 2025, từ https://study.com/learn/lesson/advertising-concept-
purpose-examples.html.

2. The Media Ant. (n.d.). Importance of advertising. The Media Ant. Truy cập ngày 14
tháng 3 năm 2025, từ https://www.themediaant.com/blog/importance-of-advertising/.

3. Economics Discussion. (n.d.). Definitions of advertising. Economics Discussion. Truy

cập ngày 14 tháng 3 năm 2025, từ
https://www.economicsdiscussion.net/advertising/definitions-of-advertising/31793

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 CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
Độc lập – Tự do – Hạnh phúc
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Mã lớp học phần: 242_ENTI1012_01
Học phần: Tiếng Anh chuyên ngành 2
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BẢN ĐÁNH GIÁ THÀNH VIÊN CỦA NHÓM 02
Nội dung: Đánh giá mức độ đóng góp của các thành viên trong nhóm đối với bài
thảo luận.
Đánh giá:

STT Họ tên Mã SV Chức vụ Nhiệm vụ Đánh giá

07 Nguyễn Minh 22D100048 Thành viên Nội dung

Chúc phần 3.3+4.1

08 Hoàng Thị Bích 22D100055 Nhóm Tổng hợp

Diệp trưởng Word+ nội
dung 5.1+5.2

09 Đỗ Thùy Dung 22D100057 Thành viên Phần I:

Introduction+
powerpoint

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10 Nguyễn Minh 22D100068 Thành viên Nội dung
Trung Dũng phần 4.2+4.3

11 Nguyễn Thùy 22D100074 Thành viên Nội dung

Dương phần
3.1+3.2+
powerpoint

12 Trần Thùy Dương 22D100076 Thành viên Nội dung

phần 2.2+2.1

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