I. Introduction

1.1 Abstract:

The report contains the investigation of how the two advertisements: 100% fresh milk and V-fresh affect the customers when they saw them on the VTV3. the research will be divided in to two parts, the first part is to investigate the preference of customers when they watch these commercial, the second part is to research the sales of Vinamilk in 2009. I think this way of research will let you see carefully and it is comparative between the attention of customers on TV advertisement and the change in sales.

1.2 Background:

In the fourth quarter of 2008, the news that spread through the nervousness of the consumers was about the dairy products made the consumer suspected the quality of these products.

Firstly, the buyers worried when there was a piece of news mentioned the milk powder that produced in china has a chemical called Melamine. Some of companies in China tended to be producing for profit so in order to increase the profit per product, these companies used the chemical called Melamine. Melamine is extracted from coal, the industrial chemical commonly used in the manufacture of plastics, fertilizer, fire resistant fabrics, dyes and household products. Major element in its composition is nitrogen (up 66%). Although no nutritional value, but it is usually given to raw milk to increase protein content, by the method of assessment in milk protein content is often based on the percentage of nitrogen in the product. Experts confirmed the chemical structure of melamine makes it easy to pass the devices analyzed. When in the body, melamine causes kidney stones and urinary calcium tube. Thus, the milk powder products contained melamine as yogurt; ice cream ... can also cause disease. In Viet Nam, after the news was spread the Ministry of Health had verified all companies, at the end result that 23 brands of dairy products contained Melamine, the echo of the news prolonged till 2009.