Customers Acquisition and Advertising Instruments. How does Zott acquire Children as New Customers in Vietnam?

Felix Töpfer

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Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1...

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Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Applied Sciences Merseburg, language: English, abstract: The following seminar thesis deals with the German dairy company Zott and its performance in the South-East Asian country Vietnam with particular regard to the advertising strategy. The research question is: How does Zott implement advertising instruments to acquire children as new customers? In the course of the preparatory work, two research hypotheses were developed: 1) The more children can identify with a brand, the higher the consumption of products of that brand. 2) The response of emotions in children is essential in advertising. Especially positive feelings and emotions trigger a big effect in children. In order to verify the truthfulness of this hypothesis, it is therefore necessary to examine the commercials.