Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

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Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Nhat LinhSOLUTIONSTO ENHANCE THE EFFECTIVENESS OF ADVERTISING ACTIV

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)VITIES:A CASE OF VIETNAM I1 INTERNATIONAL BANK (VIB)ID: 22130035MASTER OF BUSINESS ADMINISTRATIONSUPERVISOR: NGUYEN THI MAI TRANGHo Chi Minh City - Ye

ar 2016TABLE OF CONTENTSI.Executive summary..........................................................1II.The problem identification................... Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

..............................22.1Company introduction......................................................22.2Symptom and real problem..............

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

....................................42.2.1Business situation of VIB and other banks in recent years................52.2.2The first in-depth interview.

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Nhat LinhSOLUTIONSTO ENHANCE THE EFFECTIVENESS OF ADVERTISING ACTIV

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)oblem: ineffective advertising activity...........172.3 Cause and effect diagram...................................................19III.Solutions....

.............................................................213.1Alternative one: Enhancing advertising activities for VIB ................233.1.1Adv Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

ertising on LCD screen in elevators..................................253.1.2Advertising on print media..............................................27

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

3.1.3Advertising on television...............................................303.2Alternative two: Electronic word of mouth...........................

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Nhat LinhSOLUTIONSTO ENHANCE THE EFFECTIVENESS OF ADVERTISING ACTIV

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib).............353.3Choosing best solution for VIB...........................................39IV.Implementation........................................

...................41V.Conclusion...............................................................45VI.Supporting Information........................... Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

........................466.1Research methodology.....................................................466.1.1Primary data.............................

Luận văn thạc sĩ solution to enhance the effectiveness of advertising activities , a case of vietnam international bank (vib)

.................................466.1.2Secondary data............................................................486.2Result of the first qualitative

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Nhat LinhSOLUTIONSTO ENHANCE THE EFFECTIVENESS OF ADVERTISING ACTIV