Mochi - Advertising

ADVERTISING
THURSDAY - OCTOBER 17TH 2024

QUIZ TIME!!!
MOCHI COPYRIGHT
QUESTION 1 Digital Advertising is
best used for
B) Reaching targeted
A) Reaching broad
audiences based on
audiences with
their interests and
minimal costs behavior
D) Enhancing trust
C) Reaching users
and credibility
through offline
through partnerships
media
Which of the following best
QUESTION 2
describes Shock Advertising
(Shockvertising)?
B) It relies on humor
A) It uses narratives
to make ads
to tell a story
memorable
C) It uses provocative D) It leverages user-

or controversial generated content for
content to grab brand engagement
attention
best used for
A) Reaching broad
audiences based on
audiences with
their interests and
D) Enhancing trust
C) Reaching users
and credibility
through offline
media
best used for
A) Reaching broad
audiences based on
audiences with
their interests and
D) Enhancing trust
C) Reaching users
and credibility
through offline
media
ABOUT ADVERTISING
1 2 3
DEFINITION TYPE OF CREATIVE
ADVERTISING STRATEGIES
IN ADVERTISING
4 5 6
BENEFITS OF CHALLENGES OF FUTURE TRENDS
ADVERTISING ADVERTISING OF ADVERTISING
IN VIETNAM
1
DEFINITION
DEFINITION
Call the attention of the public
Typically a product or service
Means of communication
=> To attract interest, engagement, and
sales
Come in many forms,
A crucial feature
Parody: Skin Aqua Advertisement
2
TYPES OF
ADVERTISING
TYPES OF ADVERTSING
TRADITIONAL DIGITAL PROGRAMMATIC
ADVERTISING ADVERTISING ADVERTISING
Advertising that uses offline Online ads that appear on Automated, data-driven
media, like TV, radio, websites, apps, search ad buying using artificial
newspapers, magazines, and engines, and social media intelligence (AI)
billboards
KEY DIFFERENCES
Aspect Digital Advertising Programmatic Advertising
Manually placed on specific platforms (e.g Automatically placed through algorithms

Ad Placement
Google, FacebooK) across multiple sites/platforms
Human-controlled, typically through Automated, often using real-time bidding

Buying Process
individual platforms and AI to purchase ads.
Used advanced data and machine learning

Targeting Precise but not requires human adjustment
to optimized targeting in real time
Adjustments are made manually on AI and machine learning optimized

Optimization
performance campaigns continuously
Speed and Slower setup and optimization as it Faster, scalable, and more efficient due to
Effeciency involves more manual input automation
Can be more costly in time and resources More cost-effective due to real-time
Cost
due to manual work optimization and reduced human input
TYPES OF ADVERTISING
TRADITIONAL DIGITAL PROGRAMMATIC
ADVERTISING ADVERTISING ADVERTISING
Advertising that uses Online ads that appear on Automated, data-driven ad
offline media, like TV, radio, websites, apps, search buying using artificial
newspapers, magazines, engines, and social media intelligence (AI)
and billboards
INFLUENCER/ENDORSEMENT EVENT
ADVERTISING
SPONSORSHIP/ADVERTISING
Partnering with celebrities,
social media influencers, or Sponsoring or advertising at live
public figures to promote events like concerts, sports games,
products or services and festivals, program
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.
3
CREATIVE
STRATEGIES IN
ADVERTISING
WHAT IS THIS?
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.
TYPES OF CREATIVE STRATEGIES
1. EMOTIONAL APPEAL
Emotionally appealing advertising
motivates consumers to make decisions
based on feelings instead of cold,
rational logic. Such advertising creates a
close connection with the brand,
motivating people to trust the business
to solve their problems and meet their
requirements.
Example: Let's Keep Traveling Forward | Airbnb
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.
The goal is to make the advertisement

memorable and to stimulate conversation
around the brand or product.
EXAMPLE
The “Real Beauty Sketches” campaigned by Dove

3. STORYTELLING
Storytelling ads use
narrative techniques to
convey a message, evoke
emotions, and engage
with the audience.
4. HUMOR
Humor can be highly effective in making
an ad memorable. Ads that make people
laugh are often shared more, extending
their reach.
Example: Spotify Wrapped
5. EXPERIENTIAL
MARKETING
IKEA Place is an augmented reality (AR)
app that lets customers test how
products fit into their homes.
Example: IKEA Place

6. USER-GENERATED CONTENT
4
BENEFITS OF
ADVERTISING
BENEFITS OF ADVERTISING
1/ Building awareness about your
products and services and spreading
the word amongst potential buyers
2/ The ability to stand out from the
competition
3/ Educating audiences
CASE STUDY II: AN EXPLOITATION
WHAT IS THIS CASE ABOUT?
KEYS TO SUCCESS
5
CHALLENGES OF
ADVERTISING
How to create a successful
advertising campaign?
CHALLENGES OF ADVERTISING
CASE STUDY 2: CHINSU

Balancing between creativity and
preserving traditional cultural traits
Parody: Chinsu Sriracha Advertisement
CHALLENGES OF ADVERTISING

Factors leading to failure in the
advertisement:
+ The selection of the Com tam imagery
+ The fact that Chinsu used a foreigner to

teach Vietnamese how to eat a Vietnamese
dish
+ This is not an advertisement in the US Source: TMU Marketing Club
market but an advertisement in Viet Nam for

Vietnamese
How to create a successful
CHALLENGES OF ADVERTISING advertising campaign?

Balancing between creativity and
preserving traditional cultural traits
Reach the right audience
Developing Creative Campaigns:
The high competitive
6
FUTURE TRENDS
OF ADVERTISING IN
VIETNAM
By 2025, digital advertising spending is expected to
surpass $500 billion
AI AND AUTOMATION
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
INFLUENCER INVASION
SHORT-FORM VIDEO
CONTENT
SUSTAINABILITY AND
ETHICAL MARKETING
E-COMMERCE ESCALATION
AI AND AUTOMATION
THANK
Sustainability & ethical
marketing

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ADVERTISING

THURSDAY - OCTOBER 17TH 2024

C) It uses provocative D) It leverages user-

Manually placed on specific platforms (e.g Automatically placed through algorithms

Human-controlled, typically through Automated, often using real-time bidding

Used advanced data and machine learning

Adjustments are made manually on AI and machine learning optimized

The goal is to make the advertisement

The “Real Beauty Sketches” campaigned by Dove

Example: IKEA Place

WHAT IS THIS CASE ABOUT?

CASE STUDY 2: CHINSU

CASE STUDY 2: CHINSU

+ The selection of the Com tam imagery

+ The fact that Chinsu used a foreigner to

market but an advertisement in Viet Nam for

CASE STUDY 2: CHINSU

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