| dc.description.abstract | Advertising is one of wonderful marketing tools that help businesses create the customers’ awareness toward their brand. It has been effectively used and continuously exploited. Because of the social context that watching television has become a vital part
of Vietnamese daily life, therefore toward almost Vietnamese companies, television advertising is still receive more concerns than other advertising channel. In recent year, many Vietnamese companies are updating new trends in making television advertising to impress audiences, attract more interests from them. Vinamilk, a top leading milk company also understands that trends, it is launching television advertisings which contain entertainment elements such as cartoon, music, sound…for their fresh milk product. This ways for making advertising which contain entertainment elements is now called “Advertainment” which was first introduced by Patrizia Musso in 1999.
This research was conducted basing on the concern of researcher about the television advertainments which is applied in the cartoon format in Vinamilk advertisings
for its fresh milk product. However, these television advertainments receive both negative and positive feedback from audiences. Due to that reason, this research is to help generate audiences’ attitudes toward television advertainments of Vinamilk fresh milk. This research paper will finish by giving some applicable recommendations for Vinamilk and other businesses which have similar product line with Vinamilk in considering advertising plans.
The theoretical model by Ducoffe (1995); Cho & Leckenby (1999); Wo (1999); Brackett & Carr (2001) is adapted to conduct the research. Both qualitative and quantitative approaches are used in this study. There are still some limitations in this research. However, this document generally does explain apart how advertainment can be
a good trend for companies to improve their brand awareness as well as promote the
brand identity to be outstanding over other competitors | en_US |
