The importance of fast moving consumer good advertising elements toward Vietnamese consumers' brand awareness and brand image | |
| Author | Nguyen Hong Minh |
| Call Number | AIT RSPR no.SM-03-48 |
| Subject(s) | Advertising--Vietnam Product management--Vietnam |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-48 |
| Abstract | Advertising has never developed as much strongly in Vietnam as today. There has been much effort from the Government, companies, and consumers as well in order to make advertising a better tool for the economy, business, and personal life benefit. In that context, it is more necessary for advertisers to understand thoroughly how their advertisements appeal to Vietnamese consumers in order to get their business goal reached. Vietnamese consumers are attracted and affected to absorb the ads by many advertising elements. Between the two types of content, aesthetic content of the ads provides more important elements that appeal to them. Music, sound, humor and the pleasant execution of advertisement were considers amongst the most important elements attracting the attention of ad viewers and providing them a favorable image of the brand advertised. Information about the product was most important in the information content, though was more effective with personal products. Aesthetic content become even more important in creating a preference of the brand. The more attractive aesthetic content is, the better image ad viewers have for the brand. The key issue is that Vietnamese consumers wanted more aesthetic attractiveness in local advertisements, meanwhile expected foreign advertisers to be more understanding of the cultural divergence in order to make their professional execution advertisements more effective in doing its functions of promoting the product and brand names to consumers. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-48 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W. |
| Examination Committee(s) | Truong Quang; Swierzeck, Fredric W. |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |