Advertising That Is Not Like Advertising

He said advertising is promoting, introducing and conveying a message aimed at the specific purposes of the doer (praising or introducing certain content). Vietnam’s advertising industry appeared in many aspects of life since more than 100 years ago, though not as strong, professional or easy to find as today. Patriotic music, literature or arts in praise of the country and people of Vietnam were typical examples. In big cities during the French colonial rule, many panels and nameplates were erected to advertise products, brand names, hotels and restaurants. However, the advertising industry of Vietnam only operated as a professional industry since 1995 after the government issued a decree allowing the formation and operation of advertising companies.

 

Although demand is huge and always existing, the advertising industry is volatile, in line with economic development. In 2012, in Vietnam, advertising demand decreased from previous years because of economic downturn. However, advertising demand always exists, although there may be changes in modes, means and methods.

 

Mr Dung said that the number of ads is in principle proportional to the degree of interest, viewing and reading of consumers for each type of mass media (newspaper, television, internet, poster, cell phone, etc.). Electronic newspapers (internet, mobile phone-based, etc.) will develop exponentially and these devices are getting more and more ads. Advertising on these channels will continue to thrive. TV advertising, though still very good, will not expand much. There is a declining trend in print advertising.

 

Concurring with Mr Dung, Tran Thi Thanh Mai, CEO of Kantar Media Company (TNS VN), said that advertising appeared on all mass media in 2012, but the density depended on social interest. In 2013, television will continue to take the biggest part on the advertising market, followed by internet and mobile phone channels. Printed newspapers and magazines will be the choice of big companies or high-grade items. TV channel will be the top choice for popular consumer goods, household goods or entertainment goods. Advertising means are not contradictory, but rather, complementary.

 

Dung presented a lot of ad clips broadcast in 2012 to prove this argument that 'Advertising that is not like advertising' is the tendency of the advertising industry. Only exciting, attracting and interesting ads are successful. To inspire viewers, ads may be long. In practice, ads in Vietnam are usually short and direct. Hence, they usually annoy viewers. TV ads are usually inserted into public-catching programmes like films, music shows or football matches. Tran Thi Thanh Mai explained that as TV advertising costs are very high in Vietnam, companies must use that “annoying” method of advertising.

 

Patric Tom, Executive Creative Director of TBWA Media Group, said that an effective advertisement must be based on principles: Viewer-oriented, attractive, novel, useful and interesting. An ad clip must have five criteria: (1) Unique: Making ads different from the rest; (2) Shareable: Ads must be interested, shared and commented a lot by viewers; (3) Repeatable: Ads are viewed again and again; (4) Memorable: Ads must be remembered.

 

Perhaps, the demand to be advertised and see/hear advertising always exists and develops. But, a successful ad depends on two factors: Advertising method and advertising vehicle. Effective advertising method is advertising that is not like advertising. Advertising vehicle must be read and watched by readers and viewers.