VietNamNet Bridge – Not only multi-national groups, but
domestic big enterprises also spend big money on TV ad campaigns.
Ad market lucrative
An officer of a market survey firm
recorded 112 TV ad pieces posted within two hours on a Friday in late August.
These were the ad pieces of 48 goods brands on VTV3 channel, nine of which
appeared four times during the two hours. They were mostly the brands in the
fast consumer goods and pharmacy sectors.
The survey has found that 60
percent of ad pieces were placed by foreign companies, while the other 40
percent by domestic companies. The ad pieces appear on TV more frequently on
weekend.
Not only fast consumer goods
manufacturers, but enterprises in many other industries, not only
multi-national groups, but domestic conglomerates now also pour their money
into noisy advertisement campaigns.
The success of Vinamilk, which is
now leading the dairy product market, has been partially attributed to its
reasonable advertisement campaigns. In 2007, the dairy product market was
divided to Vinamilk, Dutch Lady, Ba Vi and Moc Chau brands. However, Vinamilk
has left the rivals far behind, now holding up to 40 percent of the market
share.
The dairy producer spent 1812
billion dong on marketing and advertisement in 2011, of which 902 billion dong
was spent on advertisement.
Samsung also once surprised
people when it budgeted a huge sum of money for advertisement in the first half
of 2011. The two products of TV and mobile phone alone gobbled up 44 million
dollars of the total advertisement budget of the brand.
As for TV products, Samsung is
believed to spend more money on advertisement than other rivals such as
Toshiba, or Sony in the number of ad pieces placed on TV and printing
newspapers, and only spent less than the rivals in the number of ad pieces on
online newspapers.
Samsung spent nearly one million
dollars on the ad pieces on TV, much higher than the reported figure of 400,000
dollars spent by Nokia. The figure is nearly double that spent by other rivals
such as HTC or LG.
The continual advertisement
campaigns of Samsung helped the group to expand its electronics market share
from 28.6 percent to 32.9 percent in the first six months of 2012.
However, Vinamilk and Samsung are
not the big guys who have spent utmost money on advertisements. The records in
the field are being held by the two multi-national groups Unilever and Procter
& Gamble.
The Vietnamese Tan Hiep Phat
drink brand ranks the third. The company with the turnover of 18 trillion dong
is now the aiming point of domestic and foreign ad firms.
Despite economic downturn, money
still poured into ads
The TV ad market in the first six
months of 2012 witnessed a splendid growth rate of 34 percent in comparison
with the same period of 2011.
Despite the economic downturn,
which has forced businesses to cut down expenses, money still has been poured
into ad campaigns. A company would have to pay 120-150 million dong for a
30-second ad clip on TV appeared on “golden hours,” while the price sometimes
climbs to 180 million dong.
Experts have found out that
though the index of consumers’ confidence on TV advertisements has decreased
over the last two years, it still stays firmly high, at over 60 percent.
The surveys all have shown a
common finding that consumers usually go to markets and ask for “the products
which are now advertised on TVs,”
Tran Bao Minh, Deputy General
Director of the Asia Food Company, said in 2011 it spent 150 billion dong on
advertisements, while the company would spend more money on instant noodles and
rice gruel products.
TBKTSG
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