| Author | To Ngoc Huong |
| Call Number | AIT RSPR no. SM-96-61 |
| Subject(s) | Advertising--Vietnam
|
| Note | A research submitted in partial fulfillment for the requirement for the degree of
Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Advertising has grown very rapidly since the first commercial appeared in Vietnam in 1987.
However, industry expansion has far gone faster than the ability of many Vietnamese managers
to absorb modern ideas about advertising. Many Vietnamese consumers are also becoming
fairly sophisticated about advertising and have different perceptions toward local and foreign
advertising. This study considers the background of Vietnam's advertising industry, then
examines attitudes toward advertising among a sample of Vietnamese consumers, and
compares their views with a small sample of managers.
Without exception, Vietnamese consumers and managers reacted favorably to statements about
advertising that are related to the broad-based economic and business practice aspects of
advertising. Issues related to advertising's effects on economic development, its use as a
business tool, its effect on competition and whether it helps consumers make better decisions
were generally agreed by all respondents. They also did not see many negative impacts of
advertising. There are some divergence between consumers and managers when evaluating
advertisements for local brands and international brands. In general, though both samples gave
local advertising much poorer evaluation relative to the international, some differences between
them in considering each attribute existed.
Consumers liked music and humor appeal in an advertisement and did not accept longer
television commercials. They wanted to know point of sale and seemed indifferent to slogans in
ads. Sometimes, managers working for local companies, sometimes, those working for
multinational companies, were somewhat out of touch with these views. In choosing important
advertising criteria, beside product information and presentation skill, consumers were
impressed by clear message and technical information. Meanwhile, local managers seemed busy
thinking of slogan to make their ads memorable in consumers' mind rather than thinking of the
way to present ads.
The key issue is that managers working for multinational companies are thinking of
international standards in advertising. They will certainly play an important role in upgrading
the Vietnamese advertising industry. |
| Year | 1996 |
| 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) | Hertzberg, Ellen ;Do, Ba Khang
|
| Scholarship Donor(s) | Government of Switzerland |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |