1. THE ART OF MAKE BELIEVE
THE ART OF MAKE BELIEVE
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Friday, November 8, 13

2. WHO’S SPEAKING?
NGUYỄN VIỆT DŨNG
6 năm kinh nghiệm trong Advertising & Digital
Business Director & Lecturer tại AiiM
Former Digital Planner tại Climax Agency
Founding member of Toiyeumarketing.com
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3. CONTENT
PART 1: WHY WE ARE HERE?
PART 2: TRUTH WELL TOLD
PART 3: 3 THINGS TO REMEMBER
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4. WHY WE ARE HERE?
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5. DECODE “MARKETING CHALLENGERS”
Marketing Challengers is a contest which provides students with the opportunity to cooperate on a real-life
marketing case and develop an IMC plan for a brand of the sponsoring company.
Think Marketing
Define marketing challenges come from the consumer’s perception
Do Communication & Don’t (Product/Place/Price)
Fix them with communication:
+ Define current behavior and current perception.
+ Find powerful insight to convert consumer to “desired response”
+ Come up with a brilliant idea to provoke action
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6. DON’T SKIP THE HARD PART: SELL
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7. The content in this document is AiiM's property.
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8. FROM THIS CONTEST
“...We want to look for the ones who can change the world to be better place and
create value for brand at the same time” - mr. Son Tran, CEO of Tiki.
“...Because the people who are crazy enough to think they can change the world,
are the ones who do.” - Apple Inc.
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9. TRUTH WELL TOLD
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11. “THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION”
A.G LAFLEY - CEO, President and Chairman of the Board, P&G
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12. 3 THINGS TO REMEMBER
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13. 1. DO YOUR “HOMEWORK”
Observe, listen, ask consumer. Experience yourself. Do prototype.
“Vào rừng, đừng đi sở thú”
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14. 2. BEGIN WITH THE END IN MIND
Always come back to the brief: desire response, problem, brand
“WHY we are doing WHAT we are doing?”
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15. 3. SPEND TIME WITH THE CRAFT
Translate your idea into irresistible creative work.
“If it doesn’t SELL, it isn’t CREATIVE enough”
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16. THANK YOU
AiiM - Marketing Communication Skills Training Center
Head office: 232 Cao Thang, District 10, HCMC (Ground floor)
Campus 2: 152 Nguyen Van Thu, Da Kao ward, District 1, HCMC
Tel: +84 (8) 3979 8331 - 3979 8332
www.aiim.edu.vn
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