THE ART OF MAKE BELIEVE
THE ART OF MAKE BELIEVE

The content in this document is AiiM's property.
Friday, November 8, 13
WHO’S SPEAKING?
NGUYỄN VIỆT DŨNG
6 năm kinh nghiệm trong Advertising & Digital
Business Director & Lecturer tại AiiM
Forme...
CONTENT
PART 1: WHY WE ARE HERE?
PART 2: TRUTH WELL TOLD
PART 3: 3 THINGS TO REMEMBER

The content in this document is Aii...
WHY WE ARE HERE?

Friday, November 8, 13
DECODE “MARKETING CHALLENGERS”
Marketing Challengers is a contest which provides students with the opportunity to cooperat...
DON’T SKIP THE HARD PART: SELL
The content in this document is AiiM's property.
Friday, November 8, 13
The content in this document is AiiM's property.
Friday, November 8, 13
FROM THIS CONTEST
“...We want to look for the ones who can change the world to be better place and
create value for brand ...
TRUTH WELL TOLD

Friday, November 8, 13
The content in this document is AiiM's property.
Friday, November 8, 13
“THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION”
A.G LAFLEY - CEO, President and Chairman of the Board, P&G

The cont...
3 THINGS TO REMEMBER

Friday, November 8, 13
1. DO YOUR “HOMEWORK”
Observe, listen, ask consumer. Experience yourself. Do prototype.
“Vào rừng, đừng đi sở thú”

The co...
2. BEGIN WITH THE END IN MIND
Always come back to the brief: desire response, problem, brand
“WHY we are doing WHAT we are...
3. SPEND TIME WITH THE CRAFT
Translate your idea into irresistible creative work.
“If it doesn’t SELL, it isn’t CREATIVE e...
THANK YOU
AiiM - Marketing Communication Skills Training Center
Head office: 232 Cao Thang, District 10, HCMC (Ground floor)
...
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[MarCha 2013] Decode Marketing Challengers 2013

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[MarCha 2013] Decode Marketing Challengers 2013

  1. 1. THE ART OF MAKE BELIEVE THE ART OF MAKE BELIEVE The content in this document is AiiM's property. Friday, November 8, 13
  2. 2. WHO’S SPEAKING? NGUYỄN VIỆT DŨNG 6 năm kinh nghiệm trong Advertising & Digital Business Director & Lecturer tại AiiM Former Digital Planner tại Climax Agency Founding member of Toiyeumarketing.com The content inthuộc bản quyền của AiiM Tài liệu this document is AiiM's property. Friday, November 8, 13
  3. 3. CONTENT PART 1: WHY WE ARE HERE? PART 2: TRUTH WELL TOLD PART 3: 3 THINGS TO REMEMBER The content in this document is AiiM's property. Friday, November 8, 13
  4. 4. WHY WE ARE HERE? Friday, November 8, 13
  5. 5. DECODE “MARKETING CHALLENGERS” Marketing Challengers is a contest which provides students with the opportunity to cooperate on a real-life marketing case and develop an IMC plan for a brand of the sponsoring company. Think Marketing Define marketing challenges come from the consumer’s perception Do Communication & Don’t (Product/Place/Price) Fix them with communication: + Define current behavior and current perception. + Find powerful insight to convert consumer to “desired response” + Come up with a brilliant idea to provoke action The content in this document is AiiM's property. Friday, November 8, 13
  6. 6. DON’T SKIP THE HARD PART: SELL The content in this document is AiiM's property. Friday, November 8, 13
  7. 7. The content in this document is AiiM's property. Friday, November 8, 13
  8. 8. FROM THIS CONTEST “...We want to look for the ones who can change the world to be better place and create value for brand at the same time” - mr. Son Tran, CEO of Tiki. “...Because the people who are crazy enough to think they can change the world, are the ones who do.” - Apple Inc. The content in this document is AiiM's property. Friday, November 8, 13
  9. 9. TRUTH WELL TOLD Friday, November 8, 13
  10. 10. The content in this document is AiiM's property. Friday, November 8, 13
  11. 11. “THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION” A.G LAFLEY - CEO, President and Chairman of the Board, P&G The content in this document is AiiM's property. Friday, November 8, 13
  12. 12. 3 THINGS TO REMEMBER Friday, November 8, 13
  13. 13. 1. DO YOUR “HOMEWORK” Observe, listen, ask consumer. Experience yourself. Do prototype. “Vào rừng, đừng đi sở thú” The content in this document is AiiM's property. Friday, November 8, 13
  14. 14. 2. BEGIN WITH THE END IN MIND Always come back to the brief: desire response, problem, brand “WHY we are doing WHAT we are doing?” The content in this document is AiiM's property. Friday, November 8, 13
  15. 15. 3. SPEND TIME WITH THE CRAFT Translate your idea into irresistible creative work. “If it doesn’t SELL, it isn’t CREATIVE enough” The content in this document is AiiM's property. Friday, November 8, 13
  16. 16. THANK YOU AiiM - Marketing Communication Skills Training Center Head office: 232 Cao Thang, District 10, HCMC (Ground floor) Campus 2: 152 Nguyen Van Thu, Da Kao ward, District 1, HCMC Tel: +84 (8) 3979 8331 - 3979 8332 www.aiim.edu.vn Friday, November 8, 13 facebook.com/AiiM.Education

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