| dc.description.abstract | Advertising is the communication relayed from companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media -- TV and radio commercials, print ads, billboards and more recently, product placement. TVC is believed that it is the effective communication tool to reach the largest and most relevant audience (Ahamed). Philanthropy has been one of valuable traditional custom of Vietnamese. Catching the perception of customers, many firms have launched several TV Commercials that applied philanthropy appeal in its TVCs. Attached philanthropy appeal in the advertisement is very challenging work for advertisers and consumers have raised great attention and opinion towards
the issue. Therefore, understanding the impact of philanthropy appeal in the TVC on consumer’s attitude is the interesting topic for different industries. Many previous studies have been conducted to measure the influence of main appeals such as humor, fear or music appeal. Furthermore, there are some researches investigating the effect of humanity appeal in the TVC. However, in the philanthropy level, the firm commits closely to the concerns of society and community, turning the social issues into their mission and vision.
This paper is to study the impact of using philanthropy appeal in the TVC on consumer’s attitude and to discover the customer’s opinion towards Vinamilk brand. The Tri-component attitude model which includes cognitive, affective and conative component is applied to support the research. The perfect combination of qualitative and quantitative method in Triangulation approach helps to raise the reliability through in-depth interviews and surveys. From the results, some applicable recommendations would give Vinamilk as well as other FMCG firms experience.
Although the limitation does exist, the author hopes that the research is useful to enhance the advertisement’s quality in Vietnam market. | en_US |
