TTLV: Competitiveness of Vietnamese television advertising in the digital age

1. Student's full name: NGUYEN THI SINH 2. Gender: Female

3. Date of birth: December 30, 1986

4. Place of birth: Vong Xuyen, Phuc Tho, Hanoi

5. Student recognition decision No. 1416/QD-XHNV dated June 9, 2017 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process:

(record the forms of change and the corresponding time)

7. Thesis topic: Competitiveness of Vietnamese television advertising in the digital age

8. Major: Journalism Code: 6032 01 01

9. Scientific instructor: Dr. Bui Chi Trung - Lecturer of Journalism Training Institute, University of Social Sciences and Humanities.

10. Summary of thesis results:

The role of advertising activities helps businesses promote business activities through conveying information about products and services to customers quickly and effectively. Advertising, including television advertising, is the most effective means to help create reputation for products or services, quickly bringing the company's name to the public, domestically and internationally...

The thesis analyzes and evaluates the current status of the television advertising industry in Vietnam.

The thesis offers solutions for television advertising activities to continue to maintain stability, generate revenue, and contribute to ensuring the quality of program content in the face of the development of social networks and new media.

The thesis provides suggestions on which methods and models of television advertising management are effective in the context of competition between modern media.

The thesis presents some opportunities, possibilities for innovation and development in challenging contexts.

The thesis contributes to a better understanding of the current state of the television advertising industry as well as providing optimal solutions to help change the face of television advertising in Vietnam in the digital age.

The thesis conducted in-depth interviews with four subjects who are leaders and managers in the advertising field to provide assessments and comments on the competitiveness of Vietnamese television advertising in the digital age; thereby analyzing and synthesizing arguments to clarify the current situation of advertising in general and Vietnamese television advertising in particular in the era of technology 4.0.

11. Practical application:

The research results of the thesis will be a source of reference and supplement for researchers, managers, and businesses in the use of television advertising services. The research results contribute detailed information on the competitiveness of Vietnamese television advertising in the digital age.

From the reality of television advertising in the context of the emergence of many new media, the assessments of experts and creators, the author of the thesis boldly proposes solutions and recommendations to improve the competitiveness of Vietnamese television advertising in the coming time.

12. Further research directions:

The topic contributes to systematizing the theory of advertising in general and Vietnamese television advertising in particular. Strategic solutions to improve the effectiveness of Vietnamese television advertising.

The topic is the application of research theory to a specific case: Improving the effectiveness of advertising on VTC Digital Television and advertising on VTC Now App.

13. Published works related to the thesis:

(list projects in chronological order if available)

INFORMATION ON MASTER'S THESIS

1. Full name: NGUYEN THI SINH 2. Sex: Female

3. Date of birth: December 30, 1986 4. Place of birth: Vong Xuyen, Phuc Tho, Hanoi

5. Admission decision number: 1416/QD-XHNV Dated 9^thJune 2017

6. Changes in academic process:

(List the forms of change and corresponding times)

7. Official thesis title: The Competitiveness of Vietnamese television commercial advertisement in digital age

8. Major: Journalism

9. Code: 6032 01 01

10. Supervisors: Dr. Bui Chi Trung - Lecturer in journalism training, University of Social Sciences and Humanities

(Full name, academic title and degree)

11. Summary of the findings of the thesis:

(Summarize them with stress on thenew findings, if any)

The role of advertising activities helps companies to promote business activities through the transmission of information about products and services to customers quickly and effectively. Advertising, including television advertising, is the most effective mean of incepting a reputation for products or services, quickly bringing the company's name to the public, both domestic and foreign.

Our Dissertation analyzes and evaluates the reality of television advertising industry in Vietnam.
The thesis offers solutions for TV advertising activities to maintain stability and profitabilty to coexist with the development of emerging social networks and media.

Our thesis provides indications on what methods and models of TV advertising management are working effectively in the context of competition among modern media.
The thesis offers a number of opportunities, possibilities for innovation and development in a challenging context of social media advertisement market.
The thesis contributes a deeper understanding about the reality of television advertising industry as well as providing optimal solutions to change the television advertising in Vietnam in the era of digital technology.
The in-depth interview for 4 individuals who are the top leaders in the field of advertising to make evaluation about the competitiveness of Vietnamese television advertising in a digital era; Thus analyzing and summarizing the information to clarify the current status of advertising industry, inside the explosion of 4.0 Technology in the last few years.

12. Practical applicability, if any:

The Research results of our thesis will be a reference source and supplement for researchers, managers and enterprises in the use of television advertising services. The research results contribute to detailed information about competitiveness of Vietnamese television advertising in a digital age.

Within the assessment of media experts and show creators, which is rooted in the development of televeision advertisement among other modern, competent and flexible means of advertising; the author strongly proposes possible actions to improve the capability and efficiency of TV Advert in the presence and near future.

13. Further research directions, if any:

The topic contributes to systematizing the theory of advertising in general and Vietnam television advertising in particular. Strategic solutions to improve the effectiveness of Vietnamese television advertising.
The topic is the application of research in a specific case: Improving the effectiveness of advertising on VTC Digital Television and advertising on the VTC Now App.

14. Thesis-related publications:

(List them in chronological order)