PRESENTATION SCRIPT

1. INTRO
Good afternoon everyone and Ms.Canh, my name is [THXM] and I’m
extremely thrilled to be here as part of the group. So, let’s get
straight into Mochi’s presentation right now!
Imagine you're walking down a bustling street, surrounded by
vibrant billboards, catchy jingles, and persuasive slogans. Each
advertisement is not just a message; it's a carefully crafted story
designed to grab your attention and influence your choices. From
the playful humor of a clever ad to the emotional pull of a heartfelt
campaign, advertising shapes our perceptions and drives our desires
in ways we often overlook.
Today, we, the Mochi-mochi-mochi group, are excited to take you on
a journey into the fascinating world of advertising—not just as a tool
for selling products, but as a reflection of culture, psychology, and
even ethics. Join us as we unravel the strategies behind those
captivating messages and explore how they impact our daily lives.
And now, get ready to see advertising in a whole interesting light!

2. DEFINITION
When it comes to the definition, advertising is observed as a
multifaceted strategic communication process that aims to promote
products, services, or ideas to a targeted audience through various
persuasive techniques. At its core, advertising seeks to inform
potential customers about offerings while also influencing their
perceptions and behaviors.
The process begins with extensive market research to identify
consumer needs, preferences, and behaviors, allowing advertisers to
tailor their messages effectively. This research informs the creation
of compelling content that resonates with the intended audience,
highlighting the unique benefits and features of the product or
service being promoted.
Advertising employs a diverse range of media channels, each
medium offers unique advantages and reaches different segments
of the population, enabling advertisers to maximize their impact.
Successful advertising goes beyond mere promotion; it plays a
crucial role in building brand identity. Through consistent messaging
and creative storytelling, brands can establish a distinct personality
that connects emotionally with consumers. This connection fosters
trust and encourages customer loyalty, which are essential for long-
term success.
Therefore, advertising serves as a vital tool for businesses, not only
in driving sales but also in shaping public perception and enhancing
a brand's overall reputation. When executed effectively, advertising
can create lasting impressions that influence consumer behavior and
contribute significantly to a company's growth and success as well.
3. TYPE OF ADVERTISING
Traditional Advertising
 What it is: Advertising that uses offline media, like TV, radio,
newspapers, magazines, and billboards.
 How it works: Brands pay to have their ads broadcast or
published through traditional media. TV and radio ads are aired
during specific programs or time slots to reach large
audiences. Newspaper and magazine ads are placed within
printed editions. Billboards are set up in high-traffic areas,
visible to drivers and pedestrians.
 Best used for: Building brand awareness among broad

audiences..
Digital Advertising
 What it is: Online ads that appear on websites, apps, search
engines, and social media.
 How it works: Digital ads come in different forms (banner ads,
search ads, video ads) and are placed on websites, apps, or
platforms. Brands also have to pay money. These ads target
specific users based on their behavior, interests, or search
history. Tools like Google Ads allow businesses to bid on
keywords so that their ads appear when users search for
related terms.
 Best used for: Reaching targeted audiences. In 2023, global
spending on digital advertising reached approximately $587
billion, . This surge was driven by the continued expansion of
e-commerce and retail media.

Programmatic Advertising
What it is: Automated, data-driven ad buying using artificial
intelligence (AI)
 How it works: Programmatic platforms use algorithms and AI to
buy and place ads in real-time, targeting specific
demographics, behaviors, and interests. The system adjusts ad
 placement and bidding strategies based on performance data,
ensuring ads reach the right audience at the right time.
 Best used for: Maximizing efficiency in digital advertising by
using data to optimize performance and targeting.

Influencer/Endorsement Advertising (ronaldo, hằng du mục)

 What it is: Partnering with celebrities, social media influencers,
or public figures to promote products or services.
 How it works: A brand works with an influencer who has a
significant following. The influencer creates content (posts,
videos, stories) that features or promotes the brand’s product,
leveraging their personal brand and trust with their audience.
  Best used for: Building trust and credibility. Especially effective
for niche markets like beauty, fashion, fitness, or tech, where
followers value the influencer’s recommendations.
Event Sponsorship/Advertising
 What it is: Sponsoring or advertising at live events like
concerts, sports games, and festivals, program
 How it works: Companies pay to associate their brand with a
specific event or to have their ads displayed at the event
venue. This can include logos on event materials, ads on video
screens, or booths at the venue. Brands might also sponsor the
event itself (e.g., “Coca-Cola Music Festival”).
 Best used for: Building brand awareness and connecting with
specific audiences who attend or watch the event.

The same MarketingSherpa survey found that the top five most
trusted advertising formats are all traditional, with customers
trusting most print advertising (82%), television advertising (80%),
direct mail advertising (76%), and radio advertising (71%) to make
purchasing decisions
=>These types of advertising offer diverse ways for brands
to reach their audience, depending on their goals, budget,
and target demographic. Each method has unique strengths
that can be used individually or as part of a broader
marketing strategy.

4. CREATIVE STRATEGIES IN ADVERTISING

What is a creative strategy in advertising?
 In marketing, a creative strategy is a business’ outline in
developing and implementing steps that support the business’
goals, objectives, and overall growth.
 A creative strategy’s purpose is to align your brand, product,
and marketing to steer your business toward growth. It will also
outline your primary objectives, budget, calls to action,
content, and more.
5. Types of creative strategies:
5.1. Emotional Appeal
 Emotionally appealing advertising motivates consumers to
make decisions based on feelings instead of cold, rational
logic. It operates on simple and understandable incentives,
 such as the desire to have fun or avoid certain inconveniences.
Such advertising creates a close connection with the brand,
motivating people to trust the business to solve their problems
and meet their requirements. Moreover, many campaigns do
not mention specific products at all. They focus on lifestyles,
visuals, and events, allowing consumers' minds to imagine the
desired picture.
 Example: Airbnb took a stance against the US travel ban in
2018 by launching the “Let’s Keep Traveling Forward”
campaign. In it, they referenced a super controversial piece of
legislation that banned a list of countries from traveling to the
US due to their religion and/or role in certain American-
centered international political scandals. Understandably,
many people around the world were appalled by this move,
including the founders of Airbnb. They used this opportunity to
incite anger in their audience and to provide a positive beacon
to cling to.Let's Keep Traveling Forward | Airbnb
5.2. Shock Factor
 Shock advertising, also known as ‘shockvertising,’ is a
marketing tactic that uses provocative, shocking, or
controversial content to capture the audience’s attention. It
often pushes the boundaries of social norms, decency, or even
legal limits to create a strong emotional response.
 Example: the “Real Beauty Sketches” campaign by Dove. In
this campaign, Dove hired an artist to draw women as they
described themselves and then as strangers described them.
The differences between the two sketches highlighted the stark
contrast between self-perception and how others see us. The
campaign aimed to challenge beauty stereotypes and
encourage women to have a more positive self-image.
 The shock value in this campaign came from the stark contrast
in the sketches and the women’s emotional reactions when
they saw how others viewed them more positively than they
viewed themselves. It was a powerful viral message, leading to
extensive media coverage and discussions about beauty
standards and self-esteem.
→ The goal is to make the advertisement memorable and to
stimulate conversation around the brand or product.
5.3. Storytelling
  Storytelling ads use narrative techniques to convey a message,
evoke emotions, and engage with the audience. Instead of
simply promoting a product or service, storytelling ads tell a
story that captures the viewer’s attention and creates a
memorable experience.
 These ads often feature compelling characters, an intriguing
plot, and settings that resonate with the target audience on a
deeper level, allowing the brand to connect with consumers
more meaningfully.
 Storytelling ads aim to not only sell a product but also to leave
a lasting impression and build a relationship between the
brand and its audience.
 Example: Nike - Find Your Greatness : Jogger(The camera pans
up in a cinematic, wide shot that focuses on a young boy,
simply running down an empty road. With no backing track,
only poetic narration that reflects on what “greatness” even
means, the ad feels sparse yet powerful, and viewers are left
feeling inspired.)

5.4. Humor
 Humor can be highly effective in making an ad memorable.
Ads that make people laugh are often shared more, extending
their reach.
 As part of its end-of-year round-up campaign, Spotify put
together a compelling OOH billboard campaign that unveiled
the weird listening habits of its users. The campaign nodded to
the festive season, naming the run of ads 'Wrapped'.

 For a number of years, Spotify has tapped into listeners' data

as inspiration for its advertising campaigns. This included ads
that poked fun at users for putting together playlists like ‘I love
 gingers’ with 48 Ed Sheeran songs on it, Man’s Not Hot by Big
Shaq getting played 42m times in 2017 and even outing one
user for playing ‘Sorry’ 42 times on Valentine’s Day. The
campaign is a reminder that when brands handle their
consumers' data in a humorous way, it isn't viewed as an
intrusion.
5.5. Experiential Marketing

 IKEA Place is an augmented reality (AR) app that lets

customers test how products fit into their homes.
 Click on a product (sofa, lamp, rug, table, etc.), and the app
uses your phone’s camera to “place” it in your space. All
products are 3D and true to scale, so you can make sure
they’re right for your room before buying.
 IKEA Place recreates the in-store customer experience for
online shoppers. It makes IKEA products accessible to more
people. And helps customers make informed decisions,
reducing the number of returns.
 IKEA Place is the result of evolving to meet customer needs. It
bridges the gap between catalog, store, and online shopping.
 And they’re not alone. The AR Advertising market has been
steadily growing in recent years. And projected to be worth
$5.2 billion in 2024, and up to $6.9 billion in 2027.
5.6. User-Generated Content
  This strategy works well for building community and
authenticity. It encourages audiences to participate actively in
the campaign, making them co-creators of the content. Coca-
Cola’s "Share a Coke" campaign, which personalized bottles
with people’s names, resulted in consumers sharing photos of
themselves with their personalized Coke, leading to massive
engagement and earned media.

5. BENEFITS OF ADVERTISING (Case study 1: BONCHA)

As markets are becoming increasingly expanded and competitions
between players offering homogeneous products are more intense
than ever before, raising brand awareness towards the general
public is essential. To this end, merchants have widely utilized
advertisements to boost sales and improve brand image.
- The primary benefits of advertising in business include building
awareness about your products and services and spreading
the word amongst potential buyers. Ads showcase how your
products differ from your competitors. Likewise, you can offer limited
offers and discounts to promote your brand and drive conversions.
Aside from increased sales, product awareness can also lead to
brand affinity among customers, which will increase the likelihood of
them referring your products to others. Additionally, you can run
paid ads on social media, which takes less time and effort to gain
traction.
- The second profit is standing out from the competition. As
the market evolves, so does the competition. The rate of business
expansion has led to endless similar products appearing on the
market, making it imperative for brands to set themselves apart.
Consistent advertising helps manage competition and is a
differentiating factor between brands with a high audience base and
those without. Innovative marketing strategies such as customized
and audience-specific advertisements and customer support
solutions work wonders by providing value to consumers, thus
elevating sales and revenue.
- The third benefit is educating audiences. Educating audiences
convinces them of the product’s ability to deliver on its promise.
Campaigns can be based on the usability of the product and its
problem-solving aspects. For example, how-to videos can showcase
the diverse uses of a household item.
Knowledge can be imparted to the audience through informative
content such as infographics, blog posts, white papers, case studies,
and more. These showcase expertise and thought leadership, which
can lead to increased trust in your brand.

[CASE STUDY - BONCHA]:

These practical benefits that advertising has brought to businesses
as Nguyen mentioned above can be observed vividly through the
case study of BONCHA, a story of magical combination between a
refreshing drink brand and the “Anh trai say Hi”, one of the most
alluring music show in Vietnam this summer of 2024

6. CHALLENGES OF ADVERTISING (Case study 2: CHINSU)

Despite the available benefits, brands, in today's society, face many

challenges while running an ad. This arose from the fast-paced
nature of the market, along with customers’ behaviors and growing
competition between the brands. There are several difficulties:
One of the difficulty includes:
1. Balancing between creativity and preserving traditional
cultural traits:
(Chinsu Video)
- Advertisement analyzing:
In July 2024, to promote its brand new sriracha, Chinsu utilized an
image of the dish Com tam. The brand portrayed an American
customer struggling to find chili sauce to eat with Com tam instead
of using the familiar fish sauce located right next to him. Once he
had found it, he turned to other Vietnamese customers and then
started to teach them how to enjoy Com tam in a so-called proper
way before publicly claiming that it was better that way. “With
Chinsu, Com tam is better”.

- Factors leading to failure in the advertisement:

At first glance, this may come off as a humorous advertisement that
brings joy and laughter to viewers but once we take a closer look,
this is actually cultural distortion. Let me explain why by analyzing
these 3 factors.
+ The selection of Com tam imagery
Some people may advocate that this was just a sauce and the
American in the video can either eat it with fish sauce or any other
sauces. However, we are talking about Com tam, not noodles, plain
rice, or fried rice. Com tam is a culinary heritage of Viet Nam and
fish sauce is not simply a sauce that you eat it with or a mere
topping but it is one of the key ingredients contributing to the
exquisite taste of Com tam; without fish sauce, Com tam is no
longer complete.
+ The fact that Chinsu used a foreigner to teach a Vietnamese how
to eat a Vietnamese dish
Just like any other nation, Vietnam has an extensive history with its
own traditions and culture. Therefore, we have enough knowledge
and experience to acknowledge what goes best with such a
traditional dish as Com tam. And I am not even exaggerating when I
say that Com Tam definitely goes best with fish sauce. Back to the
advertisement, it not only lets a foreigner teach Vietnamese
customers how to properly eat a Vietnamese dish but also portrays a
scene in which one of the Vietnamese consumers went along and
actually advocated with him. This can be easily traced back to
misinterpreting cultural traditions.
+ This is not an advertisement in the US market but an
advertisement in Viet Nam for Vietnamese
It is undeniable that siracha is incredibly popular in the US and it is
used on many Asian dishes, in almost every Asian household or
restaurant. However, this is not an advertisement in the US but an
advertisement for Vietnamese in Vietnam. Even major American
chains like McDonald's or KFC alter their menus in order to adapt to
the local cultures when they expand into other countries (for
instance: McDonald Viet Nam offers rice dishes or McDonald's Japan
offers matcha-flavored items), then the fact that a Vietnamese
company tried to alter a long-standing cultural aspect in Viet Nam
like fish sauce in Com tam is unacceptable. Even international
friends comprehend that fish sauce is an integral part of Vietnamese
tradition then replacing it is somewhat equal to replacing
Vietnamese tradition.

- Key takeaway: balancing between creativity and preserving

traditional cultural traits
In business, many assume that tradition kills creativity which means
that when you cling to outdated practices and norms from
generations ago, it prevents new ideas from being innovated.
However, completely discarding traditions erodes the unique identity
and essence of a particular culture. Therefore, our group believes
that all innovations should adhere to the ethical and cultural norms
of the society. If changes are needed, it should originate from within,
not external impacts. In other words, if Com tam is bound to be
upgraded, it should be the Vietnamese who take responsibility and
transform this dish. Whether this change is acceptable or not will be
validated by consumers in the long run, not by a random foreigner.

2. Reach the right audience

The problems: Audiences are increasingly diverse with sophisticated
demands
Ad Fatigue: Consumers are often bombarded with ads across various
channels

Effects:
Higher Expectations: Sophisticated consumers often expect highly
relevant and high-quality content.
Complexity in Campaigns: Targeting a diverse audience requires
more complex and costly strategies to cater to different
demographics, interests, and behaviors
Negative Brand Perception: Constant exposure can create
annoyance and frustration, leading consumers to develop a negative
perception of the brand.

In summary, reaching the right audience is fundamental to

successful advertising. It not only improves the effectiveness and
efficiency of campaigns but also fosters brand loyalty and provides
valuable insights that can drive future growth
Imagine: There is a bottle of water…
→Sell the solution, not the product, make sure you attract the
customers
3. Developing Creative Campaigns
Overcoming Audience Apathy
 Stat: According to a 2018 Nielsen study, 83% of consumers
say they are not influenced by advertising. Creative campaigns
are essential to cut through the noise and capture the
attention of an audience that is often desensitized to
traditional ads.
The high competitive:
-According to the U.S. Bureau of Labor Statistics, there were about
200,000 advertising and public relations agencies operating in the
United States as of 2022. This figure highlights the multitude of
options available to brands.
⇒The need for creative campaigns.

7. FUTURE TRENDS OF ADVERTISING IN VIETNAM:

Introduction: Did you know that by 2025, digital advertising
spending is expected to surpass $500 billion? This rapid growth
signifies not just a shift in where ads are placed, but how they're
crafted and received. As we navigate an era dominated by social
media, AI, and personalized content, the advertising industry in VN
is on the brink of transformation. Traditional methods are evolving,
and brands are seeking innovative ways to connect with consumers

 The involvement of AI and automation: The use of artificial

intelligence in Vietnam has skyrocketed like a sci-fi rocket,
revolutionizing the advertising realm with its cutting-edge
capabilities.
Vietnam's AI community is booming, with the country ranking 26th
in the world for AI research capacity and 6th out of 10 ASEAN
member countries in the 2022 Government AI Readiness Index
 Personalization: Advanced data analytics will enable highly
personalized content tailored to individual preferences and
behaviors
 Sustainability and Ethical marketing:.In a world where
consumers are becoming increasingly eco-conscious,
advertising with a conscience is like a breath of fresh air.
Brands that embrace CSR in their advertising campaigns not
only win the hearts of the Vietnamese people but also
contribute to a better, greener future for all.

 Short-form video content: Vietnamese are hungry for eye-

catching, captivating video content. And it doesn't stop there!
A large portion of Vietnamese social media users flock to their
favorite platforms like tiktok or Instagram Reels to feast their
eyes on video content that entertains, educates, and enchants
-> drive the demand for engaging, quick video content that captures
attention rapidly
 Influencer Invasion: Authenticity will be key, brands
collaborating with KOL KOC and focusing on long-term
relationships rather than one-off campaigns may boost their
brand visibility, credibility, and desirability
a remarkable 23.7% of Vietnam's social media users eagerly follow
influencers and experts, soaking up their opinions like sponges.
 E-commerce escalation: savvy advertisers can collaborate with
popular e-commerce platforms like Lazada, Shopee, and Tiki to
create tailored ad campaigns that resonate with shoppers'
hearts and wallets
 Cultural chameleons: master localization, it can create a
harmony that resonates deeply with the Vietnamese audience.
Take the brilliant example of Coca-Cola's Tet campaign, which
showcased the Vietnamese tradition of togetherness during the
Lunar New Year. The ad captured the essence of Vietnam's vibrant
culture while staying true to Coca-Cola's global image, creating an
irresistible blend that delighted viewers.
-> Reflect a shift toward more immersive, interactive and
personalized advertising practices

8. CONCLUSION
 Builds Brand Awareness: Advertising helps create and maintain
visibility for a brand in a competitive marketplace.
 Increases Sales and Revenue: Advertising promotes products
or services, leading to higher conversion rates and profitability.
 Utilizes Creativity and Strategy: Successful ads blend creativity
with strategic insights to capture attention and meet business
goals.
 Adapts to Market Trends: As consumer preferences and
technologies change, advertising strategies must evolve to
remain effective.
 Enhance Customer Relationships: Beyond sales, advertising
helps build trust and loyalty, contributing to long-term
customer retention.
DRAWBACKS:
 High Costs: Advertising campaigns, especially on popular
platforms, can be expensive, making it difficult for smaller
businesses to compete.
 Misleading Information: Some ads can be deceptive, causing
consumer distrust if expectations aren’t met.
 Privacy Concerns: Targeted advertising often relies on
collecting personal data, raising concerns about user privacy
and data security.
 Cultural and Ethical Issues: Poorly designed ads can offend or
alienate certain audiences, damaging a brand’s reputation.