TTLV: The 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. Decision No. 1416/QD-XHNV dated June 9, 2017, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.

6. Changes in the training process:

(Note the types of changes and the corresponding times)

7. Thesis title: The competitiveness of Vietnamese television advertising in the digital age.

8. Major: Journalism Code: 6032 01 01

9. Scientific supervisor: Dr. Bui Chi Trung – Lecturer at the Institute of Journalism Training, University of Social Sciences and Humanities.

10. Summary of the thesis results:

Advertising plays a crucial role in helping businesses boost their operations by quickly and effectively conveying information about their products and services to customers. Advertising, including television advertising, is the most effective means of building a reputation for a product or service, quickly bringing the company's name to the public, both domestically and internationally.

This thesis analyzes and evaluates the current state of the television advertising industry in Vietnam.

This thesis proposes solutions to ensure that television advertising remains stable, generating revenue that contributes to maintaining program content quality in the face of the development of social media and new media.

This thesis proposes methods and models for managing television advertising that are proving effective in the context of modern media competition.

The thesis presents several opportunities and possibilities for innovation and development in the context of challenges.

This thesis contributes to a better understanding of the current state of the television advertising industry and proposes optimal solutions to help change the face of television advertising in Vietnam in the digital age.

This thesis conducts in-depth interviews with four leading managers in the advertising industry to assess the competitiveness of Vietnamese television advertising in the digital age; thereby analyzing and synthesizing arguments to clarify the current state of advertising in general and Vietnamese television advertising in particular in the era of Industry 4.0.

11. Practical applications:

The research findings of this thesis will serve as a valuable reference and supplement for researchers, managers, and businesses in utilizing television advertising services. The research results contribute to a more detailed understanding of the competitiveness of Vietnamese television advertising in the digital age.

Based on the current state of television advertising in the context of the emergence of many new media, and the assessments of experts and creators, this thesis boldly proposes solutions and recommendations to enhance the competitiveness of Vietnamese television advertising in the future.

12. Future research directions:

This research contributes to systematizing the theory of advertising in general and Vietnamese television advertising in particular. It also proposes 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 the VTC Now app.

13. Published works related to the thesis:

(List the works 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 sensations, 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)