National Economics University

Tran Mai Chi ID: 10220539

TUTORIAL WEEK 5

Integrated Marketing Communications

Week 5

The Media Strategy

Media Planning
Highlight your answers in YELLOW

1. Which of the following is considered a traditional media channel?

o a) Social media
o b) Television
o c) Email marketing
o d) Search engine marketing
2. What is the primary advantage of using traditional media channels like television and
radio?
o a) High engagement
o b) Wide reach
o c) Low cost
o d) Targeted advertising
3. Which traditional media channel is known for its ability to provide detailed
information and in-depth analysis?
o a) Radio
o b) Television
o c) Newspapers
o d) Billboards
4. Which of the following is NOT a traditional media channel?
o a) Magazines
o b) Radio
o c) Television

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o d) Social media
5. What is the term for the number of times an advertisement is shown on television or
radio?
o a) Reach
o b) Frequency
o c) Impressions
o d) Engagement
6. Which traditional media channel is most effective for local advertising?
o a) National television
o b) National newspapers
o c) Local radio
o d) Online search ads
7. What is a key disadvantage of traditional media channels compared to digital media?
o a) Limited reach
o b) High cost
o c) Low engagement
o d) Lack of credibility

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8. Which traditional media channel is known for its visual impact and ability to reach
commuters?
o a) Radio
o b) Magazines
o c) Billboards
d) Newspapers
9. Which of the following is a characteristic of traditional media advertising?
o a) Interactive
o b) Real-time feedback
o c) One-way communication
o d) User-generated content
10. What is the primary measurement used to evaluate the effectiveness of a television
advertisement?
o a) Click-through rate
o b) Conversion rate
o c) Ratings
o d) Bounce rate
11. Which traditional media channel is often used for branding and awareness
campaigns due to its broad audience?
o a) Direct mail
o b) Television
o c) Email marketing
o d) Search engine marketing
12. What is the term for the total number of different people or households exposed to
an advertisement?
o a) Reach
o b) Frequency
o c) Impressions
o d) Engagement
13. Which traditional media channel is known for its longevity and ability to be kept for
future reference?
o a) Radio
o b) Television
o c) Newspapers

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o d) Billboards
14. What is a common metric used to measure the effectiveness of print
advertisements?
o a) Click-through rate
o b) Circulation
o c) Conversion rate
o d) Bounce rate
15. Which traditional media channel is most effective for reaching an older
demographic?
o a) Social media
o b) Television
o c) Radio
o d) Online search ads

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16. What is the primary benefit of using radio as a traditional media channel?
o a) Visual appeal
o b) High engagement
o c) Wide reach
o d) Targeted advertising
17. Which traditional media channel is often used for event promotion and time-sensitive
announcements?
o a) Magazines
o b) Radio
o c) Billboards
o d) Newspapers
18. What is the term for the cost of reaching 1,000 people or households with an
advertisement?
o a) Cost per click
o b) Cost per impression
o c) Cost per thousand (CPM)
o d) Cost per acquisition
19. Which traditional media channel is known for its ability to target specific geographic
areas?
o a) National television
o b) National newspapers
o c) Local radio
o d) Online search ads
20. What is a key challenge of using traditional media channels in today’s marketing
landscape?
o a) High engagement
o b) Real-time feedback
o c) Measuring effectiveness
o d) Low cost

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CRITICAL THINKING
Use Harvard style referencing.
FPT Company - Technology

1. Location of the Corporate Office

FPT Corporation is a pioneer in digital transformation and a leader in consulting, providing and
deploying technology and telecommunications services and solutions. The core values of
“Respect – Innovation – Teammate – Fairness – Exemplarity – Visionary” are considered
indispensable parts of FPT’s DNA. These values represent the spirit of FPT and also serve as the
driving force behind all leaders and employees who are constantly innovating and striving for the
common benefit of the community, customers, shareholders, and other stakeholders. FPT's
headquarters is located at FPT Building, No. 10 Pham Van Bach Street, Dich Vong Ward, Cau
Giay District, Hanoi City (FPT Corporation, 2024).

2. List Of At Least Five (5) Marketing Channels

Marketing channels can enhance brand awareness, drive engagement, and influence consumer
behavior through various interactions and touchpoints (Kotler, P., & Keller, K.L., 2016). FPT
employs various marketing channels to reach customers and partners. The company
communicates directly with its customers and business partners through email marketing,
providing information on new services, offers, and updates, especially, "targeted emails can
generate 58% of all revenue for brands" (Direct Marketing Association, 2019). FPT also reaches
potential customers through social media platforms such as Facebook, LinkedIn, and YouTube.
Search engine marketing (SEM) is used to drive traffic to the company's website and digital
platforms, while billboards on buses reach a large number of commuters, helping FPT increase
brand awareness and credibility. Additionally, FPT hosts and participates in technology
conferences, events, and online webinars to showcase its expertise and innovations.

3. Type Of Products Offered

There are 3 main products and services that FPT provides: technology, telecommunications and
education. In particular, telecommunications is the most prominent, providing internet, television,
data centers,... FPT technology provides technology solutions for business management, AI &
cloud computing, digital transformation,... In addition, education is a new field that FPT has
recently focused on. FPT has an education and training system from high school, college,
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university, postgraduate, etc (FPT Corporation, 2024). FPT's education system aims to train
advanced technology for the young generation in general and potential human resources for the
future of businesses in particular.

4. Number Of Employees

FPT focuses on developing human resources and providing appropriate compensation for their
energy, creating a healthy environment, attracting young talents to work. FPT announced that
technology requires constant change and innovation, to do that FPT has built generations of
employees who constantly learn and strive to bring FPT from one success to another. Therefore,
in 2024, the company will have more than 48,612 employees (FPT Corporation, 2024).

5. Annual Sales For 2021,2022,2023

According to the financial report FPT announced in 2021, the company's revenue was 35,671
billion VND, pre-tax profit was 6,337 billion VND, of which FPT spent 183 billion to contribute to
the community (FPT Corporation, 2022). In 2022, FPT's revenue increased to VND 44,023 billion
(FPT Corporation, 2023), 1.23 times higher than in 2021, and profit was VND 7,662 billion (FPT
Corporation, 2023), 1.2 times higher than in 2021. The company's revenue in 2023 was VND
52,625 billion (FPT Corporation, 2024), 1.19 times higher than in 2022 and nearly 1.5 times higher
than in 2021. Profit in 2023 was VND 9,203 billion (FPT Corporation, 2024), 1.2 times higher than
in 2022. In general, the company's revenue and profit from 2021 to 2023 both have an upward
trend, with strong growth and development potential.

6. Objectives channels of marketing communications

To maintain its market presence and promote its services globally, FPT adopts a multi-channel
marketing communication strategy divided into Paid Media, Earned Media, and Owned Media.

According to "Advertising and Integrated Brand Promotion", paid media provides an effective way
to create immediate brand awareness and can reach a large audience in a short time (O'Guinn et
al., 2018). In terms of Paid Media, FPT invests in search engine advertising (Google Ads) to
ensure its services appear at the top of search results when businesses look for IT solutions.
Social media advertising is also used, with paid campaigns on platforms like LinkedIn, Facebook,
and YouTube promoting specific services such as cloud computing and AI. The main goal of Paid
Media is to increase visibility, drive direct traffic, and generate leads from target audiences.
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Earned Media is achieved through organic exposure, such as third-party mentions, reviews, and
word-of-mouth recommendations. For FPT, Earned Media includes customer reviews and
testimonials that enhance the company's credibility. When users are satisfied, they naturally share
their positive experiences on social media, further promoting the brand. Earned media represents
a powerful form of communication that enhances credibility as it comes from unbiased sources
and fosters trust among consumers" (Gillin, 2009).

Owned media refers to platforms controlled by FPT, such as its website, where detailed
information about services, solutions, and updates is provided. Regular email newsletters are also
sent to customers and partners, offering updates, case studies, and new service announcements.
Owned Media allows FPT to control brand narrative and provide detailed information about
products and services (Halvorson & Rach, 2012).

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REFERENCES

Direct Marketing Association (DMA) (2019) Marketer Email Tracker 2019.

FPT Corporation (2022) Consolidated audited financial report 2021.

FPT Corporation (2023) Consolidated Financial Statements for the year ended December 31,
2022.

FPT Corporation (2024) FPT. Available at: https://fpt.com/vi/ve-fpt.

FPT Corporation (2024) Consolidated audited financial statements for the year 2023.

Gillin, P. (2009). The New Influencers: A Marketer's Guide to the New Social Media. Quill Driver
Books.

Halvorson, K., & Rach, J. (2012). Content Strategy for the Web. New Riders.

Kotler, P., & Keller, K.L. (2016). Marketing Management. 15th ed. Pearson.

O'Guinn et al (2018). Advertising and Integrated Brand Promotion. Cengage Learning.

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