In recent years, some local companies have launched aggressive advertising campaigns, such as Tan Hiep Phat, which has run massive ads for its drinks like Tra xanh khong do (Zero degree tea), Tra Dr. Thanh (Doctor Thanh’s tea) and Number 1 tonic drink. According to unconfirmed sources, the ad spending for Tan Hiep Phat’s drinks reached tens of millions of U.S. dollars in 2009. Another big company, Vinamilk, has spent large amounts of money for advertising and has been among the top advertisers in Vietnam.
As for advertising media, industry insiders say television remains the top ad channel for businesses, followed by print media and radio. However, in recent years, with the rapid development and popularity of the Internet and communication media like mobile phones, online and mobile phone advertising have gradually gained ground. Businesses also favor out-of-home media like large liquid crystal displays (LCDs) in public places such as airports and bus stations, big shopping centers, condominiums and office buildings.