Advertising in Vietnam

The thesis presents about advertising industry and consumer perception in Vietnam. The writer wanted to explore general overview about advertising industry in general and in Vietnam in particular. \nIn the theoretic part, core concepts related to advertising were introduced, definition of advertising and its development process, popular media to display advertisements. A brief introduction about advertising industry in Vietnam was revealed. In addition, consumer buying intentions and the influence of advertising on them were presented. \nIn the empirical part, a quantitative survey for Vietnamese consumers between ages of 15 and 65 was conducted in order to analyse consumer perception for advertisements and its impact on Vietnamese consumers.