Advertising And Pr Usage Trend 2010
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Advertising And Pr Usage Trend 2010

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FTA Research

FTA Research

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    Advertising And Pr Usage Trend 2010 Advertising And Pr Usage Trend 2010 Presentation Transcript

    • The first agency in Vietnam certified ISO 20252 by British Standard Institute
    • Advertising and PR Trends in 2010 FTA complies ISO 20252
    • Research design • FTA has conducted this research once every year for 6 years to furnish marketers, advertising and PR agencies with information related to the trend in advertising and PR in Vietnam. • N = 150 (though the questionnaire was distributed nation-wide, a majority of the respondents locates in HCMC) • Respondents are marketers who used advertising and/or PR service at least once in the last 12 months • The questionnaire is completed online from December 01 – 16, 2009 If you are interested in FTA’s research service or have any question on this research, please contact: Truong Vu Thuy Loan, Customer Relationship Manager Email: loantruong@fta.com.vn Telephone: 8 3514 2584 We are grateful to 150 respondents who helped us make this research possible. FTA complies ISO 20252
    • Research Findings FTA complies ISO 20252
    • Advertising agency aided awareness FOREIGN ADVERTISING AGENCY AWARENESS LOCAL ADVERTISING AGENCY AWARENESS 72 % % Ogilvy & Mather 75 Golden Advertising Saatchi & Saatchi 68 57 VAC 73 JWT Vietnam Dentsu Vietnam 57 StormEye 54 Leo Burnett/ M & T 55 Richard Moore Associates 23 Lowe Limited 43 Dentsu Alpha 39 Hong Thuy 21 Chuo Senko 37 New D&N Advertising 20 Daiko Vietnam 28 Grey 20 DDB 18 BBDO 17 365 Days Advertising 10 Hakuhodo - SAC 16 Draft FCB 12 GAPIT 7 Y & R Vietnam 11 HAKI Advertising 4 Riverorchird 7 Slide 5
    • Drivers for choosing an advertising agency It’s obvious that having a good understanding of the client’s advertising objective and creativity are the two most important factors driving the ad agency choice. However, understanding consumer insights is also a very critical driver. 87 % Good understanding of advertising objectives Unique and creative idea 87 Insightful understanding of consumer and brand 82 Highly competent and professional staff 81 Show effectiveness and meet the objectives 75 Punctuality in execution 71 High ability to solve problems 67 Responsive to client 67 Strategic and experienced management team 51 Flexible working style 49 Prestigious and recommended agency 36 Ability to provide full-package services 35 Ability to manage large-scale advertising campaign 35 Low price 29 Professional facilities 12 Multi-national agency 9 Slide 6
    • PR agency aided awareness % Venus 59 Galaxy 47 Golden Event 42 Max Communications 39 Biz Tequila 39 T&A 31 AVC 27 Hong Thuy 26 Le Bros 23 Le Media 21 Starlit Media Group 19 Viet Communications 13 Pioneer 11 Awareness I.D 9 Vietgate 9 Slide 7
    • Driver for choosing a PR agency Apart from the basic requirements for a PR agency such as good objective understanding and creative PR strategy, the fact that the agency should have a good relationship with the press and government drives the client’s choice. % 83 Good understanding of PR objectives Unique and creative PR strategy 82 Having good relationship with the press and government 78 Highly competent and professional staff 67 High ability to solve problems 57 Punctuality in execution 54 Strategic and crisis controlling ability 54 Ability to manage large-scale PR campaign 46 Responsive to client 46 Flexible working style 31 Prestigious and recommended agency 27 Low price 24 Professional facilities 8 Multi-national agency 5 Slide 8
    • Event and brand activation agency aided awareness % Golden Event 46 Biz Tequila 38 Hong Thuy 30 AVC Marketing Communications 29 Max Communications 27 TCM 27 Gia Hoa 25 Focus 25 Galaxy 21 Starlit Media Group 21 Activate 16 MSV 16 3D Marcom 15 Le Bros 14 Le Media 13 Slide 9
    • Drivers for choosing an event and brand activation agency Good creativity gains the highest appreciation from the marketers and followed by the staff’s competence and professionalism to ensure flawless execution. % Unique and creative idea 86 Highly competent and professional staff 73 Good understanding of client’s need and expectation 72 Good management, limited issues 69 Having good relationship with government and news agency 63 Punctuality in execution 61 Ability to manage large-scale event, campaign 53 Strict controllability and experienced management 51 Insightful understanding of Vietnam market 47 Responsive to client 41 Flexible working style 39 Low price 35 Prestigious and recommended agency 30 Multi-national agency 4 Slide 10
    • Advertising and activation remain the optimum; marketers use them most often. % 71 Advertising 71 Event, brand activation PR 65 Market research 53 Online marketing, digital marketing 52 Slide 11
    • Marketing budget allocated It’s a good sign that marketers start focusing on marketing research to minimize the risks in product/brand development and innovation as well as to ensure marketing campaigns gain the most effectiveness. Advertising remains the biggest portion of the budget pie. Market research 10% PR Advertising 16% 31% Event & brand activation 19% Promotion 24% Slide 12
    • In marketers’ perspective, effective media means include not only traditional media channels (TVC or print) but also other consumer touch points which offer a better direct approach to consumers (social network sites/ forum, office building, SMS…). They will use these activities more in the future. EFFECTIVE USE CURRENTLY WILL USE % 73 77 55 Newspaper & magazines 66 61 63 Event and brand activation TVC 57 49 55 45 35 73 Social networking site, forum Outdoor advertising 41 33 37 LCD in the building, taxi, etc. 33 21 42 Other sponsor 30 17 29 Game show, talk show, music 18 26 25 show sponsor SMS marketing 18 11 35 Radio 17 11 17 Slide 13
    • Newspaper and magazines most often read % 84 Tuoi Tre 65 Marketing magazines 61 Sai Gon Tiep Thi 58 Thanh Nien 58 Tiep Thi & Gia Dinh 42 Kinh Te Sai Gon Doanh Nhan Cuoi Tuan 39 Nhip Cau Dau Tu 34 Phong Cach 32 Thoi Trang Tre 23 19 Herworld Ha Noi Moi 3 Slide 14
    • Websites most often accessed % 89 Vnexpress.net Google.com.vn (bao gồm gmail) 83 Yahoo.com (bao gồm Yahoo! Mail) 63 Facebook.com 58 Yahoo messenger 58 Tuoitreonline.com.vn 57 Dantri.com.vn 45 Ngoisao.net 43 Thanhnienonline.com.vn 36 Vietnamnet.vn 31 Zing.vn 23 Openshare.com.vn 16 Ttvnonline.com 7 Slide 15
    • Slide 16