GRAP 2413: Understanding Advertising Media

Main Assignment Stage 2

Student Name: VO Van Quynh Student Number: s3230360

Date of Submission: Friday !anuary "t# 2$1$

%e&turer: Su'anida (#antarin

-1-

TABLE OF CONTENT
Cover page I. Media Objectives 1. Communication Objectives 2. Media Objectives II. Geographic Coverage III. Media "trateg# 1. $romotiona% Mi& 'oo%s 2. Mediums )or $romotiona% Mi& 'oo%s a. *dvertising b. "a%e $romotions c. $ub%ic ,e%ations 3. Media -ehic%es o '-C o Maga.ines and /e0spapers o Internet o 'ransit o "amp%ing o $oint o) $urchase o "ponsor I-. 1udget -. "chedu%ing -I. Media Campaign 4%o0chart ,e)erence p. 14 p. 15 p. 1( p. 1( p. 1( - 1+ p. 1+ p. 1+ p. 12 p. 23 p.21 p. 22 1! p. + p. 13 p. 13 12 p. ( p. 1 p. 3 - 4 p. 3 p. 4 p. 5 !

-2-

I. MEDIA OBJECTIVES
1. Communication Objectives Co%gate has been operating in -ietnam )or near%# 14 #ears5 and it has a strong ora% care business in -ietnam mar6et. It is one o) the %eaders in ora% care in -ietnam together 0ith C%ose-7p and $8" 9/gu#en 2332:. ;o0ever5 Co%gate <isp is the tota% ne0 %ine o) product in -ietnam= there)ore 0e need to )ocus on brand a0areness at the )irst step. 'hen5 0ith the media strateg#5 0e can promote the purchase and brand %o#a%t#. 'he campaign 0i%% be divided into 3 period o) time= there)ore there are di))erent communication objectives )or each period> 'he )irst 4 months 9)rom ?anuar# - *pri%:> 'o achieve 43@ o) consumersA a0areness o) Co%gate <isp in ;anoi and ;o Chi Minh Cit# 'he second 4 months 9)rom Ma# - *ugust:> 'o increase consumersA a0areness o) the product )rom 43@ to 55@ 'o gain !5@ o) target audience can reca%% the brand 'o have !3@ o) target audience get tria% usage and gain consumersA high rate about the products 'he %ast 4 months 9)rom "eptember Becember:>

'o gain (3@ o) target audienceAs top o) mind a0areness 'o increase consumer %o#a%t# 2. Media Objectives

'here are man# )actors to consider 0hen setting a media objective5 inc%ude Mar6eting )actors5 Message or Creative )actors and Media )actors. Co%gate <isp is a ne0 t#pe o) product appears in -ietnam mar6et. 'he product has a short usage c#c%e and short purchasing c#c%e. 4or those reasons5 the objective shou%d be at high )reCuenc# %eve%. ;o0ever5 this product has a uniCue message o) c%eaning the teeth 0ithout 0ater5 and it on%# has one sing%e message. "econd%#5 it is the )irst disposa% mini-

-3-

toothbrush in the 0or%d5 thus there is no competitor 0ith this product. 'hird%#5 the target audience o) this product is #oung peop%e5 hence their abi%it# a%%o0s them to %earn and retain message e))ective%#. 4ourth%#5 the schedu%e o) this campaign 0i%% be continuous. 4ina%%#5 the media that 0e use has high repeat e&posure. *s a resu%t5 compare to the high )reCuenc# %eve%5 the %o0 )reCuenc# %eve% has more 0eight. Det5 in order to have an e))ective campaign5 0e shou%d have the e))ective )reCuenc# %eve%5 0hich is )rom 3E - 13. In addition5 reach is a%so an important part in setting media objectives. *t )irst5 this campaign 0i%% use mu%tip%e media to reach the consumers. "econd%#5 the number and diversit# o) media vehic%es used is 0ide5 thus more consumers 0ou%d be reached b# the advertising e))ort. ConseCuent%#5 the objective 0ou%d be> 75% of target audience will be exposed 6 8 times to the advertising during the campaign .

-4-

II. GEOGRAPHIC COVERAGE

'he 2 cities that I choose to )irst %aunch this product 0i%% be ;anoi and ;o Chi Minh Cit#. 'he# are the 2 biggest cities in -iet /am. *ccording to the Genera% "tatistics O))ice o) -ietnam5 ;a /oi and ;o Chi Minh Cit# has the %argest popu%ation in -ietnam. 'he tab%e be%o0 sho0s the popu%ation statistic in these t0o cities in 233+ $opu%ation and popu%ation densit# in 233+ b# province *verage popu%ation *rea (Km2) (*) (Thous. pers.) WHOLE COUNTRY 8 2!".8 ##!!$".% Red River elta !"65#$8 %!&6!$5 ;L /Mi !11!.2 334+.59NN: ;Oi $hPng 1+45.2 1522.1 (orth )entral area and )entral coastal area !"8%&$% "58"#$" QL /Rng +1+.3 12+3.4 *outh +ast !%8%8$8 %'6&5$5 1Snh BTUng 13(2 2!25.2 1L ,Va - -Wng 'Lu 2!1.2 12+(.4 '$.;X ChY Minh !!11.! 2325.! $opu%ation densit# (Person/km2 ) 2 " "'' 1+2(

!3+ 32+ 4+4 3155 3155

9"ource> http>88000.gso.gov.vn8de)au%tFen.asp&GtabidH4!(IidmidH3IItemIBH+!53:

*s 0e can see5 2 big cities o) -ietnam are the p%aces that gather most o) peop%e o) the countr#. 'he# are more deve%oping than other provinces base on their month%# income 9the chart be%o0:. In addition5 ;a /oi and ;o Chi Minh Cit# have increased their 0ea%th signi)icant%# in the past )our #ears 9'/" ,evie0s the 2332 JIs the g%ass ha%) )u%% or ha%) empt#GK:.

-5-

9"ource> '/" Media Co:

-6-

III. MEDIA STRATEGIES

1. Promotional Mix Tools: *dvertising5 "a%e $romotion and $ub%ic ,e%ations $romotiona% Mi& 'oo%s ,ationa%e *dvertising is one o) the %argest industries in over the 0or%d. It is pervasive in usua% %i)e o) societ# and it is a po0er)u% 0a# to provide consumers 0ith in)ormation as 0e%% as in)%uence their perceptions. *dvertising *ccording to 1e%ch and 1e%ch 92332:5Jadvertising invo%ves mass media 9e.g. '-5 radio5 maga.ines5 ne0spaperZ: can transmit a message to %arge groups o) individua%s5 o)ten at the same timeK5 there)ore it is a%so one o) the most cost-e))ective 0a# to reach %arge audience. 'his is genera%%# de)ined as a direct inducement that provides e&tra va%ue or incentives to the sa%e )orce. "a%es $romotion *dditiona%%#5 it is an acce%eration too%5 designed to speed up the se%%ing process and ma&imi.e sa%es vo%ume 91e%ch and 1e%ch 2332: $ub%ic ,e%ations is Jthe management )unction 0hich eva%uates pub%ic attitudesZ5 e&ecutes a program o) action to earn pub%ic understanding and acceptanceK. $ub%ic ,e%ations 'his is the )irst %ine o) product coming into -ietnam mar6et5 there)ore $ub%ic ,e%ations is necessar# to ma6e the pub%ic have more understanding about the product.

2. Medium for Promotional Mix Tools

-7-

a) Advertising '-C> 'e%evision is considered as the most popu%ar medium in advertising industr#. *ccording to the '/" research on J*dvertising spend brea6do0nK5 '- is the most spent medium in -ietnam. It ho%ds (5@ o) *dvertising "pend in -ietnam. 1e%ch and 1e%ch 92332: c%aim that re&'h(n) *&r)e &u+(en'e &n+ 'os, e--e',(.eness are advantages that '- has.

9"ource> '/" Media Co.: '- has the uniCue capabi%it# to J +emons,r&,e & pro+u', (n use K. It both has &u+(,or/ and .(su&* senses to reach consumers simu%taneous%#. Moreover5 J'- has (n,rus(on .&*ue unpara%%e%ed b# other media. 'hat is5 'advertisements en)&)e one0s senses &n+ &,,r&', &,,en,(on even 0hen one 0ou%d pre)er not to be e&posed.K 9"himp 233(5 p. 42!:. In addition5 one o) the greatest advantages o) '- advertising is the &1(*(,/ ,o &'h(e.e (mp&', sa%es message easi%#. it activates the consumersA a0areness o) ads and he%ps them understand the

-8-

 Maga.ines and /e0spapers> as the pie chart above describe5 0e can see that ne0spaper and maga.ines are the second media usage o) -ietnamese a)ter te%evision. J$eop%e read ne0spapers )or ne0s5 the# are in the right menta% )rame to process advertisements that present ne0s o) ne0 products5 store opening or sa%e promotionsK 9Chitt#5 "himp I 1ar6er 233+:. 2&ss &u+(en'e 'o.er&)e is a%so one o) the major advantages o) ne0spaper and maga.ines. Moreover5 both ne0spapers and maga.ines have the abi%it# to presen, ,he +e,&(*e+ (n-orm&,(on o) the product to the consumers. 'he chart be%o0 describes the using media o) intervie0ed peop%e in -ietnam.

93our'e4 TN35 2""65 W2 278N.)

Internet> according to the recent statistic o) internet users in the 0or%d5 -ietnam is ran6ed as the 1+ th most active users o) the internet g%oba%%#. It means that the percentage o) peop%e using internet in -ietnam increased signi)icant%#= and internet ma# be the most po0er)u% too% in advertising.

-9-

9"ource> http>88000.internet0or%dstat.com8:

"ince Internet came into -ietnam5 it became one o) the most popu%ar media. $eop%e start to use the Internet in researching5 stud#ing5 entertaining and so on. It gradua%%# rep%aced the traditiona% media probab%#. 'he chart be%o0 sho0s that the percentage o) peop%e in ;anoi and ;o Chi Minh Cit# in media penetration.

- 10 -

9"ource> '/" Media Co:

*%though the internet just came into -ietnam )e0 #ears ago5 it becomes the third choice o) media using a)ter '- and printing media. In addition5 the number o) peop%e using internet has increased near%# 13 times over ! #ears5 especia%%# the #oung generation and 0hite co%%ar 0or6ers audience. our target

- 11 -

9"ource> '/" Media Co 2332: Moreover5 the Internet a%so has a number o) advantages )or advertising. 'he most important advantage is its price= it is 'he&per than the other media and can reach %arge number o) audience. 1eside that5 0ith the (n,er&',(.e '&p&1(*(,/5 it he%ps in increasing customerAs invo%vements and immediate )eedbac6 )or bu#ers and se%%ers 91e%ch and 1e%ch 2332: 'ransit> because o) the increasing o) petro% price5 there)ore -ietnamese peop%e tend to use pub%ic transport more than be)ore. 'his 6ind o) advertising 0i%% be attract man# peop%e inc%uding our target audience5 because this is an interesting 0a# o) advertising5 there)ore it can 9)&(n (n,eres, &n+ &,,r&', peop*e0s &,,en,(on ,o ,he mess&)e: 9Chitt#5 1ar6er and "himp 233(:5 especia%%# in high tra))ic intensit# area %i6e ;o Chi Minh Cit# and ;a /oi. Moreover5 transit advertising does not inc%ude too man# advertisements= hence this 0a# o) advertising can avoid man# c%utters. In -ietnam5 the price o) this 6ind o) advertising is cheaper than bi%%board5 because there is a %ac6 o) space in ;anoi and ;o Chi Minh Cit#.

- 12 -

b) Sales Promotion "amp%ing> -ietnamese peop%e rea%%# %i6e )ree samp%e or tria% products. 'here)ore5 giving samp%es is an e))ective 0a# in getting peop%e to )ener&,e ,r(&*. *ccording to 1e%ch and 1e%ch 92332:5 the# asserted that pac6aged-goods products5 such as )ood5 hea%th care items5 cosmetics5 and toi%etries usua%%# use samp%ing because those products are appropriate )or an e))ective samp%ing program= because the# are %o0 unit va%ue5 the products are divisib%e5 and the purchase c#c%e is short. 4urthermore5 0e are the ne0 %ine o) product5 thus samp%ing 0i%% generate high tria%5 and it %eads to another bene)it> JConsumers can e&perience the brand direct%# and gaining a greater appreciation )or its bene)itsK 91e%ch and 1e%ch 2332: $oint o) purchase> J'his is an opportunit# to ma6e a measurab%e impact just 0hen shoppers are most receptive to ne0 product ideasZK 9"himp 233(:. 'his is an e))ective 0a# to encourage peop%e to ma6e )ina% decision o) bu#ing the product. 'here)ore it p%a#s an important ro%e in gaining peop%e a0areness and attention. c) Public Relations "ponsorship> 0e are %aunching the ne0 product )or the #oung generation and 0hite co%%ar 0or6ers5 there)ore I 0i%% choose the program that attracts those target audience to sponsor. 'he main advantage o) sponsorship is b# attaching our brand name to the specia% event5 0e can be ab%e to avoid c%utter inherent in advertising media 9Chitt#5 1ar6er I "himp 233+: 3. Media Vehicles

TVC
'ime $rime time /et0or6 $rograms ;'-( '-C bet0een )&mesho; ,ationa%e the 'his is one o) the most attractive gamesho0 )or #oung generation in ;o 23.15 Chi Minh Cit# - 13 -

J3(n)(n) ;(,h ,he s,&r:

9<ednesda#: '-C be)ore ,he ne;s /e0s is one o) the most e&pected part

12.45 94 da#s 8 0ee6: o) '- program5 thus the percentage o) and a)ter the ne0s 23.15 peop%e can see our ads is higher. 94 da#s 8 0ee6: '-C <(e,n&mese 23.53 mo.(es -ietnamese bet0een interesting to movies peop%e5 are it is a%so an

- entertaining time )or peop%e a)ter a 95 hard 0or6ing da#.

da#s80ee6: 1e)ore ,he ne;s 12.33 'his net0or6 is ;a /oi and nationa% 9( da#s 8 0ee6: and a)ter net0or6 as 0e%%. 'here)ore5 '-C at the ne0s 12.33 94 da#s 8 this 0ee6: 9Tr&.e*(n) =(s'o.er/: &n+ net0or6 can reach target audience in both ;a /oi and ;CMC. peop%e5 the# trave% around the countr#5 to peop%e. 'his is made )or the #outh and b# the #outh a%so5 thus our target $rime time -'-1 audience can be e&posed our ads. Moreover5 peop%e in this program trave% around da#s b# da#s. ;ence5 our product is ver# suitab%e )or them= the# do not have to carr# traditiona% toothbrush and toothpaste. Our ads can remind peop%e about the product. *s 0e are a%so sponsor )or the trip in this program5 thus the price o) advertisement 0i%% be reduces a %itt%e $rime time ;a /oi bit. '-C be)ore and at the 'his is post-dinner and re%a&ing time brea6 o) <(e,n&mese - 14 )or most o) peop%e5 inc%uding our target

'-C be)ore a)ter the 'his is the program made b# #oung 23.33 introduce the most interesting p%aces

9'hursda# an "aturda#:

-(*ms 0ee6:

21.33 94 da#s 8 audience. ;aving advertising at this time is a great chance to reach peop%e and can avoid c%utter better5 because peop%e rea%%# enjo# 0atching )i%ms5 so 0hen the '-C comes in5 the# 0i%% not hesitate to 0ait to continue 0atching

2&)&>(nes &n+ Ne;sp&pers Our target audience is #oung generation= inc%ude students and 0hite co%%ar 0or6ers. 'here)ore5 choosing the maga.ines and ne0spapers that the# usua%%# use is a%so an e))ective 0a# to advertise our product. 4or the ne0spaper5 peop%e tend to avoid the advertising section5 thus 0e shou%d advertise our ads on the )ront page o) advertising section 0ith an attractive design and our uniCue message. 1# doing that 0a#5 it is not di))icu%t to get peop%e attention 4or the maga.ines5 0e 0i%% advertise our ads at the midd%e o) the artic%e5 ma# be in trave% section to remind peop%e that our product is the most suitab%e )or trave%ing. Chosen ne0spapers and maga.ines is based on their circu%ation and readership pro)i%e

- 15 -

TYPE

PUBLICATION

FREQUENCY

CIRCUL ATION

READERSHIP PROFILE

GEOGRAPHICAL PUBLISHMENT

EDITORIAL CONTENT

';\ GIOI -*/ ;O* 9Cu%ture <or%d:

M*G*[I/\ "

ever# )ortnight

455333

<omen 0ho are #oung5 active5 modern and ]atest ne0s o) entertainment5 e&troverted ;a /oi I ;CM 25@ music5 movies5 beaut#5 )ood5 "tudents and ce%ebritiesZ 0hite co%%ar 0or6ers a%most gir%s a%most peop%e 0ee6%# pub%ication )or 0omen5 0omen 0ith the highest ;a /oi I ;CM 25@ readership in -/ and tremendous aspects o) %i)e ;a /oi ;a /oi

'I\$ ';I GI* BI/; 9Mar6eting I 4ami%#: ;* /OI MOI 9/e0 ;a /oi:
/\<"$*$\,"

0ee6%#

255333

dai%# dai%# dai%#

235333 3+35333 4(35333

';*/; /I\/ 9Douth Bai%#: '7OI ',\

Genera% ne0s5 )ocus on current ne0s in ;a /oi Genera% ne0s5 )ocus a%most ;o Chi nation0ide I on current ne0s in Minh and ;a /oi internationa% ;o Chi Minh Genera% ne0s5 )ocus on current a%most ;o Chi ;o Chi Minh Cit# ne0s Minh peop%e and ;a /oi in ;o Chi Minh Cit#

- 16 -

8n,erne, Internet is the cheapest medium amongst the *dvertising too%. <e 0i%% bui%d the homep&)e )or the product 0ith )u%% o) in)ormation5 statistic about Co%gate <isp. 'here 0i%% be advertising video c%ip on that 0ebsite as 0e%%. In addition5 0ith the strong gro0th o) socia% net0or65 the #outh tend to use those net0or6s to connect 0ith )riends. 'here)ore5 bui%ding a ?&'e1ook &''oun, 0ith interesting in)ormation can get peop%e attention and it is )ree tota%%#. <hen 0e advertise on 'uoi 're ne0spaper5 the# have a promotion )or us. <e can put our advertisements 0ith the most reasonab%e price on their on*(ne@ ne;sp&pers 0hich are the one o) the most cro0ded 0ebsites in -ietnam. In addition5 vne&press.net is a%so the %arge on%ine ne0spaper in -ietnam 0ith more than 1.2 mi%%ion accesses a da#. 'here)ore5 advertising on this 0ebsite is a%so e))ective Tr&ns(, *s mentioned above5 pub%ic transport is used more )reCuent%# no0ada#s. 'hus5 0e 0i%% use 1uses as the too% to advertise our message. <e 0i%% choose the buses that going around the cit# and the time 0i%% be 6&m5 !!&m &n+ $pm. 'he# are time that the streets are most cro0ded5 because students and 0hite co%%ar 0or6ers 9our target audience: go to schoo% or 0or6 at (am5 the# go out )or their %unch time at 11am and 5pm is the time that the# go home. 'he price o) advertising on a bus is about ^353338 #ear. 3&mp*(n) <e 0i%% give samp%es )or our target audience at the en,r&n'e o- ,he(r o--('es5 ,he(r s'hoo*s at 6&m and at the en,r&n'e o- superm&rke,s as 0e%%. $eop%e 0ant to 6eep their teeth c%ean but the# hesitate o) carr#ing toothbrush and toothpaste. Giving samp%es )or them 0hen the# going to 0or6 or to schoo%5 0e have a big chance to satis)# their demand o) mouth )reshening.

- 17 -

233 samp%es 0i%% give )or each p%ace. 'here 0i%% be 2 high schoo%s and 2 o))ices at ;o Chi Minh Cit# and ;anoi per da#. <e 0i%% de%iver samp%es 2 da#s 8 0ee6 in 3 months. H_ 233 & + 9p%aces: & 29da#s: H 35233 samp%es 8 0ee6 H_ 35233 & 490ee6s: H 125+33 samp%es 8 month H_ 125+33 & 39months: H 3+5433 samp%es 8 #ear H_ 3+5433 & 55333 9price o) one product: H 12253335333 -/B H ^1353(2 $oint o) purchase 'here 0i%% be some sma%% stands o) our product at the %ine that peop%e Cueue )or cashier. 'his is the p%ace 0here peop%e are usua%%# attracted5 thus 0e can get their attention easi%# b# 0e%%-designed our stand. 'he big supermar6ets in ;o Chi Minh Cit# and ;a /oi 0i%% be chosen )or setting point o) purchase stands Number ! sta"#s 2 4 2

Supermarkets 1ig C Coop Mart Ma&iMa& 3ponsorsh(p

<e 0i%% sponsor )or peop%e 0ho participate in 9Tr&.e*(n) &n+ =(s'o.er/: program5 it introduces peop%e the most beauti)u% sites o) -ietnam and the 0or%d. $articipants are #oung peop%e 0ho %ove trave%ing5 be active and d#namics. In their trip5 because the# 0i%% encamp in the )orest or our-side p%aces5 there)ore the# 0i%% use Co%gate <isp to c%ean and )reshen their mouth 0ithout 0ater. 'his is an interesting program5 and it is broadcasted on te%evision. *s a resu%t5 our target audience 0i%% pa# more attention on the use o) our product. 'he program is ta6en p%ace on summer ho%ida#s )rom Ma# to *ugust.

IV. BUDGET

- 18 -

TYPE

PUBLICATION ';\ GIOI -*/ ;O* 'I\$ ';I GI* BI/; ;* /OI MOI

U"$t pr$%e &FPFC'() $"sert$ "

I"sert$ "

Pr$%e &$" *ND'

M*G*[I/\"

5255335333 5351(55333 4(53335333 455!335333 !15(535333

( + 23 15 13

3!+53335333 43154335333 24553335333 !+453335333 !1(55335333

/\<"$*$\," ';*/; /I\/

'7OI ',\

+,-).,/--,--1udget *%%ocation Co%gate-$a%mo%ive is a big brand not on%# in -ietnam but a%so the 0or%d5 there)ore the a))ordab%e method or arbitrar# a%%ocation are not suitab%e )or this campaign. *dditiona%%#5 Co%gate <isp is the ne0 %ine o) product %aunching in -ietnam 0ith its uniCue se%%ing preposition5 thus setting budget 0ithout an# methods is ver# ris6# and inappropriate. <e can use the per'en,&)e o- s&*es method in a%%ocating budget )or this campaign. JIt is )inancia%%# sa)e and 6eeps ad spending 0ithin reasonab%e %imitsZ the percentage o) sa%es method is simp%e5 straight)or0ard and eas# to imp%ementZK 91e%ch and 1e%ch 2332:

- 19 -

BUDGET ALLOCATION

3@ 5@

12@

3@

4+@

22@

'-C

M*G*[I/\" I /\<"$*$\,"

I/'\,/\'

',*/"I'

$,

"*]\ $,OMO'IO/"

V. SCHEDULING
Co%gate <isp has the short usage c#c%e5 there)ore it needs to have advertising e&penditure throughout the #ear. *dditiona%%#5 it is used )or the 0ho%e #ear5 not )or seasona% demand= there)ore both pu%sing and )%ighting are not appropriate )or this product. Continuos advertising schedu%e is the most )it )or this campaign. 'his strateg# 0i%% app%# )or the variet# o) media used in di))erent periods o) time during the campaign.

VI. MEDIA CAMPAIGN FLOWCHART

9see the chart be%o0:

- 20 -

Bra"#0 C 12ate 3$sp Area0 HCM a"# Ha N $

Me#$um T*C Me#$a 7e8$%1es ;'-( - 33 sec - 14 spots 8 0ee6 -'-1 - 33 sec - 15 spots 8 0ee6 ;a /oi - 33 sec - + spots 8 0ee6 -'-1 - 15 sec - ( spots 8 0ee6 ` 'he Gioi -an ;oa ` 'iep 'hi I Gia Binh ` ;a /oi Moi ` 'hanh /ien ` 'uoi 're ` O))icia% <ebsite ` *dvertising on sites> %ogos on tuoitre on%ine banner on vne&press.net 4aceboo6 account 13 buses "ponsorship ` "amp%es ` $oint o) purchase

T$me0 4a"56-)- t De%56-)6-)4a" & & Feb & & & Mar Apr Ma9 4u" 4u1 Au2 Sep & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & O%t N 7 & De%

COST &USD'
)-:,)-: ;+,.;: <+,6<+ ..,<-. )/,:/6 6),;/= .),-:) +;,/=+ ++,+=: ),/=)-,6=)<,:;. +-,--;<,:;. )-,+=: .,<-.

COST &*ND'
2533353335333 151(!53335333 +3353335333 1532553335333 3!+53335333 43154335333 24553335333 !+453335333 !1(55335333 3!54455333 12353335333 2(553335333 3 2((55335333 1523353335333 12253335333 13353335333 1352+(5+455333

M*G*[I/\"

/\<"$*$\,"

THE INTERNET

TRANSIT PR SALE PROMOTIONS

TOTAL

.=),)--

- 21 -

REFERENCE
1e%ch5 G5 1e%ch5 M 23325 7+.er,(s(n) &n+ Promo,(on4 7n 8n,e)r&,e+ 2&rke,(n) Commun('&,(on Perspe',(.e5 +th edition5 McGra0-;i%% Ir0in5 /e0 Dor6 Chitt#5 <5 1ar6er5 / I "himp5 ' 233+5 8n,e)r&,e+ 2&rke,(n) Commun('&,(on5 2nd *sia $aci)ic ed.5 Cengage ]earning *ustra%ia $t# %imited5 *ustra%ia "himp5 '5 233(5 J7sing 'raditiona% *dvertising MediaK5 8n,e)r&,e+ m&rke,(n) Commun('&,(on (n 7+.er,(s(n) &n+ Promo,(on5 (th edition5 'homson Corporation5 7"*5 pp. 42!. Genera% "tatistics O))ice o) -ietnam5 233+5 $opu%ation and popu%ation densit# in 233+ b# province5 Genera% "tatistic O))ice o) -ietnam5 -ietnam5 vie0ed ! th ?anuar# 23135 ahttp>88000.gso.gov.vn8de)au%tFen.asp&G tabidH4!(IidmidH3IItemIBH+!53_ G%oba% Internet $opu%ation "tatistics homepage5 vie0ed ! th ?anuar# 23135 a http>88000.internet0or%dstat.com8_ /gu#en5 ;5 23325 Co*)&,e@P&*mo*(.e <(e,n&m opens ,oo,h1rush p*&n, (n A(nh =uon)5 'he "aigon 'imes On%ine5 vie0ed 3rd ?anuar# 23135 ahttp>88eng%ish.thesaigontimes.vn8;ome8business8corporate-ne0s8(4238_ $ercentage o) users 233(5 vie0ed 3rd ?anuar# 23135 ahttp>88131.123.153.23180008issues8issue(F38sevdi68)igure1(.jpg_. '/" 233!5 surve# 233! <2 M*I/5 readership )ema%e 23E '/" 23325 '/" -ietC#c%e> 1222-233+5 bRe.(e;s ,he 2""B (s & )*&ss h&*- -u** or h&*- emp,/05 1ase> /H1333.

- 22 -