Digital advertising campaign in the Singaporean market: Southern Vietnam Poultry Breeding Joint Stock Company (SVPC)
Ngo, Lam (2016)
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111262
https://urn.fi/URN:NBN:fi:amk-2016060111262
Tiivistelmä
This thesis was written to help Southern Vietnam Poultry Breeding Joint Stock Company (SVPC) to advertise its brand image in Singapore.
The revolution of technology has changed the way people interact and therefore advertising also has undergone a significant shift. Digital advertising is a modern trend and has been proved to be an effective technique in changing customer behaviour.
The application of this technique into the Southern Vietnam Poultry Breeding Joint Stock Company’s marketing strategy in the Singaporean market aims to change its target customers’ experience and spread the brand image. The scope is only branding, not generating sales or revenue.
The theoretical framework is a combination of poultry marketing, digital advertising and a study on the Singaporean market.
The methods included qualitative interviews and benchmarking.
The advertising campaign design consists of the objective, budget, target audience, media plan, content and message, and the execution.
Overall, the thesis provides a simple and understandable view on how the advertising campaign was designed based on the combination of theoretical framework and project planning.
The revolution of technology has changed the way people interact and therefore advertising also has undergone a significant shift. Digital advertising is a modern trend and has been proved to be an effective technique in changing customer behaviour.
The application of this technique into the Southern Vietnam Poultry Breeding Joint Stock Company’s marketing strategy in the Singaporean market aims to change its target customers’ experience and spread the brand image. The scope is only branding, not generating sales or revenue.
The theoretical framework is a combination of poultry marketing, digital advertising and a study on the Singaporean market.
The methods included qualitative interviews and benchmarking.
The advertising campaign design consists of the objective, budget, target audience, media plan, content and message, and the execution.
Overall, the thesis provides a simple and understandable view on how the advertising campaign was designed based on the combination of theoretical framework and project planning.