FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC) (Vo Minh Thanh)
19 thg 12, 2023 | 00:00

FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC) (Vo Minh Thanh)



1. Explain the communication process

1.1. The elements

The major participants:

- The sender/source: the person or organization that has information to share with another person or group of people (Sender)/an individual (a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non-personal entity (the corporation or organization) (Source).



NỘI DUNG:



TABLE OF CONTENTS
LIST OF ABBREVIATIONS..................................................................................................vi
LIST OF TABLES..................................................................................................................vii
EXERCISE 1............................................................................................................................1
1.

Explain the communication process.............................................................................1
1.1. The elements..............................................................................................................1
1.2. The process................................................................................................................1
1.2.1. Source Encoding: The sender encodes the message...........................................1
1.2.2. Message...............................................................................................................1
1.2.3. Channel...............................................................................................................2
1.2.4. Receiver/Decoding..............................................................................................2
1.2.5. Noise...................................................................................................................2
1.2.6. Response/Feedback.............................................................................................2

2.

Example........................................................................................................................3
2.1. Sender and the source................................................................................................3
2.2. Receiver.....................................................................................................................3
2.3. Channel......................................................................................................................3
2.4. Encoding....................................................................................................................3
2.4.1 Verbal...................................................................................................................3





2.4.2 Graphic.................................................................................................................4
2.4.3 Musical.................................................................................................................5
2.4.4 Animation............................................................................................................5
2.5 Decoding.....................................................................................................................5
2.6. Noise..........................................................................................................................5
2.6.1. Resulting from the receiver’s own issues...........................................................5
2.6.2. Resulting from the receiver’s external environment...........................................6
2.7. Response & Feedback................................................................................................6

EXERCISE 2............................................................................................................................7
1.

Introduction...................................................................................................................7

2.

Target Audiences..........................................................................................................7
2.1. Group 1: Target Customers........................................................................................7
2.2. Group 2: Educators....................................................................................................8
2.3. Group 3: Community members - mainly Saigonese..................................................8
2.4. Group 4: Media..........................................................................................................8

iii


2.5. Group 5: Intermediaries.............................................................................................8
3.

Objectives.....................................................................................................................8
3.1. Business objectives....................................................................................................8





3.2. Marketing objectives..................................................................................................9
3.3. Communication objectives.........................................................................................9
3.4. Market potential.........................................................................................................9

4.

Overview.......................................................................................................................9
4.1. Product’s Analysis(VF8)...........................................................................................9
4.1.1. Positioning..........................................................................................................9
4.1.2. Key attributes......................................................................................................9
4.1.3. Some key stores in HCMC, Ha Noi..................................................................10
4.1.4. Price range........................................................................................................10
4.2. Creative Strategy......................................................................................................10

5.

Program.......................................................................................................................11
5.1. Internet Marketing...................................................................................................11
5.1.1. Objectives, KPIs & Timeline............................................................................11
5.1.2. Main Activities..................................................................................................11
A detailed content calendar for all will be shown in Appendix 1...............................11
5.1.2.1 Facebook/Meta............................................................................................11
5.1.2.2 Instagram (Vinfastofficial)..........................................................................11
5.1.2.3 Tiktok..........................................................................................................12
5.1.2.4 Youtube.......................................................................................................12
5.1.3. Internet Advertising..........................................................................................12
5.1.3.1 Facebook.....................................................................................................12
5.1.3.2 Instagram.....................................................................................................12
5.1.3.3 Youtube.......................................................................................................12
5.1.3.4 Google (vinfastauto.com)...........................................................................12





5.1.4. Budget...............................................................................................................13
5.2. Advertising...............................................................................................................13
5.2.1. Objectives.........................................................................................................13
5.2.2. Timeline............................................................................................................13
5.2.3. Main Activities..................................................................................................13
5.2.3.1

iTVC.......................................................................................................13

5.2.3.2

Out Of Home...........................................................................................15

5.2.4. Budget...............................................................................................................15
5.3. Public Relations (PR)...............................................................................................15
5.3.1. Objectives.........................................................................................................15
iv


5.3.2. Timeline............................................................................................................16
5.3.3. Activities...........................................................................................................16
5.3.3.1. Press Conference (Appendix 6).................................................................16
5.3.3.2. Brand activation(Appendix 8)....................................................................17
5.3.3.3 Event Sponsorship (Appendix 10)..............................................................18
5.4. Sales Promotion.......................................................................................................19
5.4.1. Target Audience................................................................................................19
5.4.2. General Descriptions.........................................................................................19
5.4.3. Detailed Descriptions........................................................................................19
5.4.3.1. Chương trình “Xe cũ đổi xe mới”..............................................................19
5.4.3.2 Program “Khách hàng Loyal”.....................................................................20





5.4.3.3. Program“Hành trình mới, vi vu mn nơi”...............................................21
5.4.4. Budget...............................................................................................................21
6.

Measurement and Evaluation......................................................................................21

7.

Total Budget................................................................................................................22

REFERENCES.......................................................................................................................23
APPENDIX.







1. Explain the communication process

1.1. The elements

The major participants:

- The sender/source: the person or organization that has information to share with another person or group of people (Sender)/an individual (a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non-personal entity (the corporation or organization) (Source).



NỘI DUNG:



TABLE OF CONTENTS
LIST OF ABBREVIATIONS..................................................................................................vi
LIST OF TABLES..................................................................................................................vii
EXERCISE 1............................................................................................................................1
1.

Explain the communication process.............................................................................1
1.1. The elements..............................................................................................................1
1.2. The process................................................................................................................1
1.2.1. Source Encoding: The sender encodes the message...........................................1
1.2.2. Message...............................................................................................................1
1.2.3. Channel...............................................................................................................2
1.2.4. Receiver/Decoding..............................................................................................2
1.2.5. Noise...................................................................................................................2
1.2.6. Response/Feedback.............................................................................................2

2.

Example........................................................................................................................3
2.1. Sender and the source................................................................................................3
2.2. Receiver.....................................................................................................................3
2.3. Channel......................................................................................................................3
2.4. Encoding....................................................................................................................3
2.4.1 Verbal...................................................................................................................3





2.4.2 Graphic.................................................................................................................4
2.4.3 Musical.................................................................................................................5
2.4.4 Animation............................................................................................................5
2.5 Decoding.....................................................................................................................5
2.6. Noise..........................................................................................................................5
2.6.1. Resulting from the receiver’s own issues...........................................................5
2.6.2. Resulting from the receiver’s external environment...........................................6
2.7. Response & Feedback................................................................................................6

EXERCISE 2............................................................................................................................7
1.

Introduction...................................................................................................................7

2.

Target Audiences..........................................................................................................7
2.1. Group 1: Target Customers........................................................................................7
2.2. Group 2: Educators....................................................................................................8
2.3. Group 3: Community members - mainly Saigonese..................................................8
2.4. Group 4: Media..........................................................................................................8

iii


2.5. Group 5: Intermediaries.............................................................................................8
3.

Objectives.....................................................................................................................8
3.1. Business objectives....................................................................................................8





3.2. Marketing objectives..................................................................................................9
3.3. Communication objectives.........................................................................................9
3.4. Market potential.........................................................................................................9

4.

Overview.......................................................................................................................9
4.1. Product’s Analysis(VF8)...........................................................................................9
4.1.1. Positioning..........................................................................................................9
4.1.2. Key attributes......................................................................................................9
4.1.3. Some key stores in HCMC, Ha Noi..................................................................10
4.1.4. Price range........................................................................................................10
4.2. Creative Strategy......................................................................................................10

5.

Program.......................................................................................................................11
5.1. Internet Marketing...................................................................................................11
5.1.1. Objectives, KPIs & Timeline............................................................................11
5.1.2. Main Activities..................................................................................................11
A detailed content calendar for all will be shown in Appendix 1...............................11
5.1.2.1 Facebook/Meta............................................................................................11
5.1.2.2 Instagram (Vinfastofficial)..........................................................................11
5.1.2.3 Tiktok..........................................................................................................12
5.1.2.4 Youtube.......................................................................................................12
5.1.3. Internet Advertising..........................................................................................12
5.1.3.1 Facebook.....................................................................................................12
5.1.3.2 Instagram.....................................................................................................12
5.1.3.3 Youtube.......................................................................................................12
5.1.3.4 Google (vinfastauto.com)...........................................................................12





5.1.4. Budget...............................................................................................................13
5.2. Advertising...............................................................................................................13
5.2.1. Objectives.........................................................................................................13
5.2.2. Timeline............................................................................................................13
5.2.3. Main Activities..................................................................................................13
5.2.3.1

iTVC.......................................................................................................13

5.2.3.2

Out Of Home...........................................................................................15

5.2.4. Budget...............................................................................................................15
5.3. Public Relations (PR)...............................................................................................15
5.3.1. Objectives.........................................................................................................15
iv


5.3.2. Timeline............................................................................................................16
5.3.3. Activities...........................................................................................................16
5.3.3.1. Press Conference (Appendix 6).................................................................16
5.3.3.2. Brand activation(Appendix 8)....................................................................17
5.3.3.3 Event Sponsorship (Appendix 10)..............................................................18
5.4. Sales Promotion.......................................................................................................19
5.4.1. Target Audience................................................................................................19
5.4.2. General Descriptions.........................................................................................19
5.4.3. Detailed Descriptions........................................................................................19
5.4.3.1. Chương trình “Xe cũ đổi xe mới”..............................................................19
5.4.3.2 Program “Khách hàng Loyal”.....................................................................20





5.4.3.3. Program“Hành trình mới, vi vu mn nơi”...............................................21
5.4.4. Budget...............................................................................................................21
6.

Measurement and Evaluation......................................................................................21

7.

Total Budget................................................................................................................22

REFERENCES.......................................................................................................................23
APPENDIX.





M_tả
M_tả

Chuyên mục:

Không có nhận xét nào: