On April 11, 2024, Nguoi Lao Dong Newspaper coordinated with the Hanoi Advertising Association to organize a discussion “Solutions to promote the effectiveness of outdoor advertising” so that this activity can promote its role as a structural part. component of the cultural industry.
Guests attended the discussion
On the part of state management agencies and associations:
– Ms. Vu Thu Ha, Vice Chairman of Hanoi People’s Committee
– Mr. Bui Hoai Son, Standing Member of the National Assembly’s Culture and Education Committee
– Ms. Ninh Thi Thu Huong, Director of the Department of Grassroots Culture, Ministry of Culture, Sports and Tourism
– Mr. Do Dinh Hong, Director of Hanoi Department of Culture and Sports
– Mr. Nguyen Truong Son, Chairman of Vietnam Advertising Association
– Mr. Hoang Vung, Editor-in-Chief of Family Marketing Magazine (an agency of the Vietnam Advertising Association)
– Mr. Tran Hung, Chairman of the Professional Council of the Vietnam Advertising Association
– Mr. Tran Anh Tuan, Chairman of Hanoi Advertising Association
– Dr. Architect Pham Anh Tuan, Chairman of the Vietnam Landscape Architects Branch, Vietnam Association of Architects
– Mr. Dang Duc Hung, Chief Inspector of Hanoi Department of Culture and Sports
– Ms. Le Thi Hong Hanh, Head of Cultural Management Department of Hanoi Department of Culture and Sports
Scene of the discussion “Solutions to promote the effectiveness of outdoor advertising”
On the business side:
– Mr. Vu Duc Son, Director of BIZMAN Investment Joint Stock Company
– Ms. Nguyen Le Ai Lien, representative of GOLDSUN Golden Sun Co., Ltd
– Ms. Tran Bao Linh, representative of VINAMA Communications Joint Stock Company
– Ms. Pham Thi Thu Huong, Chairman of the Board of Directors of NOTE GGGROUP Company
And representatives of businesses belonging to the Hanoi Advertising Association
Ms. Vu Thu Ha, Vice Chairman of Hanoi People’s Committee, attended the discussion
I hope the State management agencies understand more about the advertising industry
Mr. Nguyen Truong Son, Chairman of the Vietnam Advertising Association, highly appreciated Nguoi Lao Dong Newspaper for organizing the discussion “Solutions to promote the effectiveness of outdoor advertising” with very practical content, especially at Hanoi City.
According to Mr. Son, the advertising industry plays an important role in promoting socio-economic development and has continuously developed in recent times, including outdoor advertising. However, in reality, outdoor advertising still faces a number of problems and inadequacies in the legal framework and guiding regulations, leading to ineffective exploitation.
Regarding the advertising industry in general, Mr. Nguyen Truong Son emphasized that through the discussion, he hoped that State management agencies would better understand the advertising industry, especially outdoor advertising. “In the past, many people thought that advertising was nonsense and was not telling the truth. But for us today, advertising is “buying and selling trust”, conveying brands’ messages to customers in the most honest way, so that consumers have the right perception of the product. Therefore, we hope that management agencies understand this, in order to contribute to economic and social development. At the same time, let people see that advertising activities are a part of daily life” – Mr. Nguyen Truong Son stated.
Mr. Nguyen Truong Son, Chairman of the Vietnam Advertising Association, shared the view that advertising is “buying and selling trust”, conveying brands’ messages to customers in the most honest way.
To “sell trust”, Mr. Son said that we must clean up the market and clean up advertising activities, including outdoor advertising. He emphasized that this is a very urgent issue when outdoor advertising is still messy and unplanned.
Currently, the Advertising Law stipulates that localities must have advertising plans and most localities have plans and implemented them.
“If the advertising planning issue is not resolved, there will be violations in advertising activities, loss of urban aesthetics, and loss of budget revenue” – Mr. Son said.
Mr. Nguyen Truong Son continued to emphasize that this is the right time to organize this discussion, when the management agency is in the process of amending the Advertising Law; The Capital Law is also being amended. “It is necessary to do planning, only with planning can we know where to advertise and where not, this is an issue that businesses are very concerned about” – Mr. Son stated his opinion.
Once there is a legal framework and planning, businesses will have to comply. If they do wrong, they will be heavily fined. According to him, if businesses comply, management agencies need to create favorable conditions for businesses.
The Chairman of the Vietnam Advertising Association proposed that in the process of building a legal corridor, there should be regulations to create openness in administrative procedures, time for handling procedures, and licensing for business enterprises. unlawful.
There should be standards for advertising installation in high-rise buildings
Overall assessment of advertising activities in Hanoi City, Mr. Tran Anh Tuan, Chairman of Hanoi Advertising Association, said that in recent years, the advertising industry has continued to affirm its position in contributing to economic growth, contributing to making the capital’s urban landscape increasingly civilized and modern.
During their operations, advertising businesses always strictly follow the regulations promulgated by State management agencies. However, according to Mr. Tuan, through business practice, advertising businesses also realize that there are problems.
Mr. Tran Anh Tuan, Chairman of the Hanoi Advertising Association, emphasized that outdoor billboard planning must be considered as important as the planning of other industries such as real estate planning, industrial park planning…
Specifically, some regulations in the Advertising Law and qualitative guiding documents cause different interpretations in the management process and implementation of organizations and individuals. Besides, in Hanoi City currently, large independent outdoor billboards have not yet received notification documents.
To solve the above problems, Mr. Tuan emphasized that outdoor advertising planning must be given the same importance as planning in other industries such as real estate planning, industrial park planning…
Regarding current outdoor advertising planning, Mr. Tuan said that since the year the Advertising Law was applied, outdoor advertising planning in most Vietnamese provinces and cities has been suspended and cannot be implemented.
According to Mr. Tuan, the advertising planning is “suspended” because according to the Law on Advertising, “New locations for outdoor billboards must be bid.” He believes that this regulation is unfeasible. In fact, the land has private owners, or organizations, so their assets cannot be reclaimed for bidding. “The “bidding” thinking is not suitable for advertising planning positions” – Mr. Tuan stated his opinion.
Regarding solutions to remove problems for outdoor advertising, the Chairman of the Hanoi Advertising Association proposed planning billboard locations, considering inheriting billboard locations that have been operating for many years according to previous planning. there.
New beach locations in the new planning should allow operations according to market mechanisms, with businesses and land owners being able to negotiate among themselves in accordance with the provisions of law. For high-rise buildings and commercial buildings, there should be specific standards that allow the installation of modern advertising forms with large sizes commensurate with the project.
Mr. Tran Anh Tuan proposed removing the notice of outdoor advertising because the current procedure for issuing the notice includes many documents related to land, sign construction, and economic contracts.
It is necessary to change some major policies for consistent advertising activities
Ms. Ninh Thi Thu Huong, Director of the Department of Grassroots Culture, Ministry of Culture, Sports and Tourism, highly appreciated the content of the discussion “Solutions to promote the effectiveness of outdoor advertising” organized by Nguoi Lao Dong Newspaper. .
Ms. Huong said advertising activities play an important role in the overall economic development of localities and the overall development of the country. Since 1994, we have had a legal corridor for advertising activities. Since then, we have had two revisions and additions to the policy.
Ms. Ninh Thi Thu Huong, Director of the Department of Grassroots Culture, Ministry of Culture, Sports and Tourism, it is time to change some major policies so that advertising activities are synchronous and of a a specialized document from advertising and unifying current laws.
Currently, we continue to adjust policies accordingly. In addition to the Advertising Law, the Land Law, Environmental Protection Law, Construction Law, Pharmacy Law and a number of other documents regularly supplement policies related to advertising content.
“Even though in the past 10 years, the Law on Advertising has not been amended, we do not stop at the same place, including advertising issues in the online environment and the press resistance department, with the presiding role. of the Ministry of Information and Communications is also very active and regularly supplements policies” – Ms. Huong said.
Ms. Huong said that this time is also the time to change some major policies so that advertising activities are synchronized, have the nature of a specialized document from advertising and unify current laws. . With outdoor advertising, the issue being discussed is advertising planning, second is administrative procedures and third is inspection, inspection and handling of violations.
In her role as state manager and especially the editorial team amending the Advertising Law, Director of the Department of Grassroots Culture Ninh Thi Thu Huong pledged to listen to balance opinions.
The Director of the Department of Grassroots Culture also asked agencies and businesses to share with state management agencies in developing policies.
“The law allows businesses to be responsible for their own content, but businesses want the management agency to take responsibility for them by having paper in hand to feel secure. When policies are issued, businesses must take responsibility for what they do” – Ms. Huong said.
According to Ms. Huong, “There are opinions that the Advertising Law is old, but when we asked to propose revisions, it could not be fixed.
Regarding the inspection and handling of violations, we will soon prescribe very strong sanctions. Currently, the highest fine is 200 million VND for violating organizations, which is not low, but how is it enforced locally?
As a state manager and especially the editorial team revising the Advertising Law, Ms. Huong pledges to listen to balance opinions.
“Actually, the Law on Advertising was not only one-sidedly targeted at one individual, but this activity affects many subjects, so policy makers will balance all subjects, not for the benefit of the agency. Management is “squeezing” and not letting go of everything for businesses, and not because foreign businesses can do whatever they want. Looking forward to sharing in policy development. The policy cannot satisfy everything and cannot be perfected in one document” – Ms. Huong said.
Simplify administrative procedures
Mr. Vu Duc Son, Director of Bizman Investment Joint Stock Company, said that as a business operating since 2003, up to now, Bizman has invested and exploited a number of large outdoor advertising panels and Led screen panels. inner cities and airports in Hanoi city and in other provinces and cities across the country.
Mr. Vu Duc Son, Director of Bizman Investment Joint Stock Company
As an enterprise with many years of operation in the field of advertising in the city, it has gone through many periods of difficulty and development, as well as changes in policies and regulations related to advertising. advertising industry.
However, there are still some difficulties and obstacles that Bizman’s side noticed during the operation process. In particular, there are still difficulties and shortcomings when it comes to announcing large-scale advertising products. Specifically, currently, the Hanoi Department of Culture and Sports is temporarily stopping accepting dossiers announcing advertising products for large billboards and pillars on highways, national highways, etc., so this causes many difficulties for businesses in the field. finding advertising customers, because some customers require a product notification before signing a contract, and at the same time it is difficult to explain legal documents to management agencies…
Therefore, the business recommends that the Hanoi People’s Committee and the Hanoi Department of Culture and Sports consider allowing the return of advertising product notification dossiers, so that the business can get a notice of large billboard advertising products. pillar in the area.
Regarding the renewal of LED screens, currently the Hanoi People’s Committee has not considered renewing LED screens, this has caused many difficulties for businesses in finding advertising customers, as well as explaining legal documents. with the locality where the LED screen is installed. “We recommend that the management agency consider granting long-term grants to businesses, so that businesses can feel secure in investing and exploiting” – Mr. Son emphasized.
Regarding the procedure for applying for LED screen installation, Mr. Son said that the current procedure goes through many steps, through many departments and branches, leading to a lot of time. Therefore, businesses recommend reducing administrative procedures and time in implementing procedures.
Regarding advertising planning in Hanoi City, Mr. Vu Duc Son emphasized Decision No. 1997/QD-UBND dated April 24, 2018, of Hanoi People’s Committee approving outdoor advertising planning in the area. city by 2020, oriented to 2050. It has been 6 years now, but it has not yet been implemented, so businesses are facing difficulties when they want to invest in building new locations. Therefore, the business side recommends that the City People’s Committee and the Department of Culture and Sports issue a plan to implement the planning, or make additional adjustments to the planning so that businesses have a basis for implementation.
Amending standards on outdoor advertising signs
At the discussion, the representative of Hanoi Commercial Advertising Company directly commented on the problems in Circular 04/2018/TT-BXD promulgating national technical regulations on construction and installation of vehicles. Outdoor advertising.
Representative of Hanoi Commercial Advertising Company, directly commented on the problems in Circular 04/2018/TT-BXD promulgating national technical regulations on construction and installation of outdoor advertising facilities
For advertising boards and light boxes, Article 2.2.1.1 stipulates that “Advertising boards and light boxes must be in the approved advertising planning”. Thinking that this regulation is not appropriate, he proposed to amend it to “Advertisement boards and independent light boxes must be included in the approved advertising plan”.
According to the explanation of the business side, advertising boards attached to existing buildings are mostly privately owned buildings, so it is impossible to plan for advertising boards attached to existing buildings belonging to the company. Private ownership.
For advertising panels attached to existing structures, current technical regulations for advertising panels attached to existing structures stipulate: For advertising panels and horizontal light boxes: protruding from the exterior of the building. maximum 0.2 m with a maximum height of 2m, the width must not exceed the horizontal limit of the building.
This regulation is only suitable for advertising panels with hiflex tarpaulins or metal structures using hiflex tarpaulins. However, currently, LED screen advertising is developing strongly, so the maximum protrusion distance is 0. ,2 m will not meet the structural system installation of the Led screen. “Installation practice shows that the LED screen must protrude at least 0.8 m to have enough space to install structures and auxiliary equipment such as cooling fans, fire protection systems…” – Company representative Hanoi commercial advertising emphasized.
The enterprise proposed to remove the maximum height limit of 2 m but only limit the width to not exceed the building area and ensure fire safety. At the same time, increase the distance from 0.2 m to 0.8 m over the project’s exterior.
For existing advertising means, it is currently stipulated: “Existing outdoor advertising means whose location, size, and design do not comply with the provisions of this Regulation, may only exist for the duration of their existence. deadline stated in the advertising license”
According to business representatives, this regulation will be costly and wasteful for businesses because each advertising board has great value. Proposal to keep billboards that are not the right size if they do not affect the area’s landscape too much. If corrections are needed, it is proposed to create conditions for businesses to make corrections in accordance with current standards.
Ms. Ninh Thi Thu Huong, Director of the Department of Grassroots Culture (Ministry of Culture, Sports and Tourism), responded to business recommendations at the seminar
Responding to the above recommendation of businesses, Ms. Ninh Thi Thu Huong, Director of the Department of Grassroots Culture (Ministry of Culture, Sports and Tourism) said that the Ministry of Culture, Sports and Tourism has sent a document to the Ministry of Culture, Sports and Tourism. Develop proposals to amend these contents.
According to Ms. Huong, based on coordination with the Vietnam Advertising Association, recording businesses’ opinions on problems in implementing Circular 04, the Ministry of Culture, Sports and Tourism has consulted with the Ministry of Construction. to amend the regulations to suit reality.
Need to be more “open” for the advertising industry
Ms. Nguyen Le Ai Lien, Goldsun Golden Sun Co., Ltd., believes that the advertising industry needs to be more open.
Ms. Nguyen Le Ai Lien, Goldsun Golden Sun Co., Ltd., said that advertising propaganda has a very specific nature because in addition to business activities, advertising plays a role in political and cultural propaganda. chemistry. This is the puzzle piece that creates perfection in the advertising field. However, according to Ms. Lien, from 2020 until now, advertising activities have had many difficulties
Proposing solutions for this area, Ms. Lien said that it is necessary to be more open for the advertising industry, including regulations on size instead of being limited to hiflex canvases. Currently, the world has many types of advertising such as LED screens, which have brought a new step to the advertising industry. Therefore, it is necessary to be more “open” about the size and application of advertising LED screen technology
It is necessary to define outdoor advertising as a cultural industry
Speaking at the seminar, Mr. Do Dinh Hong, Director of Hanoi Department of Culture and Sports, was very concerned about the field of advertising in general and outdoor advertising in particular. According to Mr. Hong, attending the discussion organized by Nguoi Lao Dong Newspaper today, he wanted to see the aspirations and efforts of businesses in developing the advertising industry.
Mr. Do Dinh Hong, Director of Hanoi Department of Culture and Sports, spoke at the discussion.
However, the Director of Hanoi Department of Culture and Sports said that there is still “quietness” of businesses in the field of advertising, not clearly showing their aspirations in contributing to the Capital and the country.
Mr. Do Dinh Hong believes that it is necessary to define outdoor advertising as a cultural industry. To do this, Mr. Hong emphasized that relevant agencies and units must transform themselves, towards “industry” as set goals.
Citing the historical relic of Hoa Lo Prison (in Hanoi), Mr. Do Dinh Hong said that due to changing methods, this relic has attracted a large number of tourists, contributing greatly to the city’s budget. From this evidence, the Director of Hanoi Department of Culture and Sports emphasized that the advertising industry also needs such a transformation to move towards the cultural industry.
“Don’t determine this or that unit’s work, this is our job, what we will have to discuss and do to change the picture of the advertising industry, including outdoor advertising. It is necessary to build a new picture for the industry to achieve the goal of being a cultural industry” – Mr. Do Dinh Hong spoke at the discussion.
Director of Hanoi Department of Culture and Sports said that in the process of developing the draft Advertising Law (amended) and Capital Law (amended), issues regarding advertising activities and outdoor advertising have been discussed. proposed to concretize and create a legal corridor for businesses to operate.
According to Mr. Hong, the issue of forming commercial service and advertising zones has been mentioned, but businesses are still hesitant about implementing it. In addition to perfecting the legal corridor, Mr. Do Dinh Hong believes that businesses need to transform more strongly because advertising is a creative industry, it is necessary to create products that customers need, and create services to connect customers. with the advertising products we create.
The leaders of the Hanoi Department of Culture and Sports expect that with the efforts of all stakeholders, the contributions in terms of communication and propaganda from press agencies, including Nguoi Lao Dong Newspaper, There will be a new picture of the advertising industry, truly the advertising industry. According to Mr. Hong, the mechanisms and policies that are developed and amended in the coming time also need to create real changes for the advertising industry.
Why is outdoor advertising still messy?
Answering the question about the current problem in many areas in Hanoi, advertising signs are not eye-catching, have all shapes, are messy… affecting the urban aesthetic, Mr. Tran Hung, Chairman of the Professional Council The Vietnam Advertising Association also acknowledged the situation of outdoor advertising as reported by Nguoi Lao Dong Newspaper.
Mr. Hung said that currently outdoor advertising includes mixed signs. It is worth mentioning that today’s signs are more cluttered than advertising signs.
Most businesses strictly implement the above outdoor advertising issues, but in reality there are difficulties in management documents that are being adjusted and amended. In particular, Mr. Hung said that on the management side, in Hanoi planning is too slow, new regulations are slow, procedures are slow…
Mr. Tran Hung, Chairman of the Professional Council of the Vietnam Advertising Association, emphasized the fact that there are difficulties in management documents that are being adjusted and amended.
It is worth mentioning that from 2016 up to now, Hanoi has temporarily stopped approving the content of product introduction announcements. Since then, the Department of Culture and Sports has not accepted advertising product notification applications from any unit, whether the location was in the old planning or requested to be renewed, causing difficulties for advertising businesses. . From there, businesses take risks, leading to arbitrary, messy, and wrong-location advertising. This is the fault of both management agencies and businesses.
The rights of businesses are clearly stated in the Advertising Law, but when businesses submit advertising notices, the management agency does not receive them. Businesses only came to submit to the Department of Culture and Sports a notice of product sale and after 5 days of not responding, they would do so, but these Departments did not notify them. But in reality, the Departments do not have a notice “Received complete documents”.
“We recommend that when amending the upcoming Advertising Law, it is necessary to determine the responsibilities of businesses and management agencies. We have requested to remove the product notification. If you violate the standards, you will be fined, not asked for permission. The management agency only does post-inspection” – Mr. Hung stated.
Agreeing with solutions to promote the effectiveness of outdoor advertising, Mr. Hung shared his agreement with the opinion of Mr. Do Dinh Hong, Director of the Department of Culture and Sports of Hanoi. Mr. Hung believes that it is necessary to have advertising centers strong enough like developed countries. However, in the current context, it is recommended that Hanoi City accept advertising products, with pilot screens that need to continue to be implemented to avoid wasting businesses’ products. “Hopefully advertising in Hanoi will be at the forefront of planning, administrative reform and conditions for advertising businesses” – Mr. Hung expressed.
Many new innovations and solutions for advertising in Hanoi
Dr.-Architect Pham Anh Tuan, Chairman of the Vietnam Association of Landscape Architects, emphasized: Hanoi is an quintessential and spiritual cultural heritage, but it cannot be framed, it needs to have vitality. Therefore, it is necessary to share and need the voices of associations to express opinions and desires to come up with ideal products.
Dr. Architect Pham Anh Tuan, Chairman of the Vietnam Association of Landscape Architects, spoke at the seminar.
Mr. Do Dinh Hong, Director of Hanoi Department of Culture and Sports, emphasized that the first solution for businesses is to listen to the market and listen to customers. If we only advertise without real context, who will see our ads? Advertising must enhance the brand. The city will certainly create the best conditions for businesses to realize this dream to increase product value. Let’s make a plan together. Businesses listen to the market to build truly useful products so that the market is forced to use their products.
Mr. Do Dinh Hong, Director of Hanoi Department of Culture and Sports, discussed at the seminar
“After this discussion, we will certainly have many new ideas, innovations, and solutions. We, as an advisory agency for the City People’s Committee, will provide the best behavioral solutions” – Director of Hanoi Department of Culture and Sports Do Dinh Hong affirmed.
Appreciate the participation of Nguoi Lao Dong Newspaper.
Associate Professor Bui Hoai Son, Standing Member of the National Assembly’s Culture and Education Committee, highly appreciated Nguoi Lao Dong Newspaper in organizing the discussion as well as the companionship of the Ministry of Culture, Sports and Tourism. Mr. Bui Hoai Son emphasized that it is necessary to organize many discussions to listen to the opinions of ministries, branches, agencies, associations, and experts to make the new Advertising Law more effective and effective. helps advertising activities keep up with world trends, while solving the frustrations and inadequacies that have existed in recent times.
Associate Professor Bui Hoai Son, Standing Member of the National Assembly’s Culture and Education Committee, highly appreciated the dynamism, positivity and initiative of Nguoi Lao Dong Newspaper for preparing early and from afar to solve the problem. Very important of society is advertising.
Mr. Bui Hoai Son also said that he completely agrees with Mr. Do Dinh Hong’s viewpoint, which is that it is necessary to approach advertising in a new way, which is the cultural industry. According to Mr. Son, in the near future, the National Assembly’s Culture and Education Committee will have a round of monitoring the implementation of the Advertising Law. “We really appreciate your comments today. The opinions in the discussion are very important for this supervision because from there, the inadequacies in the law implementation process will be received and handled” – Mr. Bui Hoai Son affirmed.
“We hope that the upcoming law amendment process will limit the situation of standard legal framework laws, avoiding good things of the law that cannot be expressed in decrees and circulars” – Mr. Bui Hoai Son emphasized.
Standing Member of the National Assembly’s Culture and Education Committee Bui Hoai Son expressed his hope that the opinions at the discussion would be listened to by the drafting committee and the Hanoi Department of Culture and Sports, included in the draft law and in the draft law. Time has not been able to amend the law, but problems for businesses will soon be resolved.
Mr. Bui Hoai Son added that outdoor advertising currently has many problems that are being developed and amended by the agency in cooperation with ministries, branches and associations to best handle the problem. Outdoor advertising is a multidisciplinary field. This is an issue of economics, technology, culture and art or urban landscape. This is a very important issue, so the Advertising Association should play an important and key role with State management agencies to be able to handle this issue well.
Mr. Son believes that the Advertising Law will have a long life cycle and will be very difficult to amend. In fact, it has only been 12 years since the Advertising Law was amended, so if the law is not implemented well and the law amendment lasts for a decade, it will leave many unwanted consequences.
“I hope the law drafting agencies will have more discussions, especially with the companionship of media agencies like Nguoi Lao Dong Newspaper” – Mr. Son said. At the same time, he highly appreciated the dynamism, positivity and initiative of Nguoi Lao Dong Newspaper for preparing early and from afar to solve the very important social problem of advertising.
According to him, when done well, this will help the advertising industry develop and contribute positively to the socio-economic development of the country as well as the development of Vietnamese culture and people. Mr. Son also expressed his hope that these opinions will be listened to by the drafting committee and the Hanoi Department of Culture and Sports, included in the draft law, and while the law cannot be amended, problems for businesses will soon be resolved. .
Outdoor advertising requires focused and focused investment
Speaking at the end of the discussion, Journalist – Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper, said that the discussion recorded many lively opinions, from macro to specific problems on the ground. see off. According to Mr. To Dinh Tuan, today’s discussion “Solutions to promote the effectiveness of outdoor advertising” discussed many problems, from legal corridors to implementation, with the goal of finding solutions. solutions to create breakthroughs for the advertising industry in general and outdoor advertising in particular.
Journalist – Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper, emphasized that outdoor advertising is a very important segment.
According to Dr. To Dinh Tuan, Nguoi Lao Dong Newspaper has a series of articles creating buzz about outdoor advertising in Hanoi. The series of articles hopes to overcome the shortcomings and inadequacies of outdoor advertising activities to make this activity more and more effective, contributing to making Hanoi capital more and more beautiful. Dr. To Dinh Tuan also emphasized the legal problems that make businesses confused during their operations.
Emphasizing that advertising is one of 12 cultural industries, Editor-in-Chief of Nguoi Lao Dong Newspaper noted that outdoor advertising is a very important segment. Mr. To Dinh Tuan said that many years ago, countries around the world, including Japan, have formed concentrated outdoor advertising areas on a very large scale, with very vivid advertising.
In Ho Chi Minh City today, according to Dr. To Dinh Tuan, a number of fairly large-scale advertising areas have been formed, investing heavily in design and aesthetics in District 1. In Hanoi, in some areas Large billboards and LED lights have appeared at the intersection. However, overall, the development of outdoor advertising has not met expectations. Therefore, at this seminar, Mr. To Dinh Tuan hopes that Hanoi will take the lead in the country in developing outdoor advertising.
Editor-in-Chief To Dinh Tuan mentioned some recommendations of advertising businesses at the discussion, when projects implementing outdoor advertising in some localities are still cumbersome, time-consuming, and expensive. fee. “As businesses have reflected, in some localities, outdoor advertising is not welcome, businesses have a hard time implementing it from idea to reality” – Dr. To Dinh Tuan emphasized.
Agreeing with the opinion of Director of Hanoi Department of Culture and Sports Do Dinh Hong, Mr. To Dinh Tuan said that to overcome difficulties and develop outdoor advertising, it requires the cooperation, consensus, and determination of people. Only agencies, units and businesses can implement it.
“Through the statements at today’s discussion, we clearly see the difficulties of businesses and the enthusiasm of State management agencies in solving those difficulties” – Mr. To Dinh Tuan emphasized.
According to Mr. To Dinh Tuan, facing the difficulties and problems of businesses, ministries and localities have made great efforts to solve them, but currently there is not a good enough connection to create a breakthrough. “Today’s discussion will be the beginning in finding solutions to support businesses in the advertising field” – Mr. To Dinh Tuan stated.
Outlining some solutions to promote the effectiveness of outdoor advertising, Editor-in-Chief To Dinh Tuan emphasized that the legal framework must first be improved. Because, without legal enforcement, it will be very difficult for business operations as well as management.
According to Mr. To Dinh Tuan, representative of the National Assembly’s Culture and Education Committee; The Ministry of Culture, Sports and Tourism at the discussion informed the progress of building and amending the Law on Advertising, aiming to remove legal obstacles and promote the development of the advertising field.
Besides, outdoor advertising needs focused and focused investment. According to Mr. To Dinh Tuan, if businesses advertise fragmented investment, it will be very difficult. “Advertising businesses today are strong, everyone doing their own thing, competing with each other. Therefore, it is necessary to gather together according to associations, choose prime and important locations to make advertising programs and advertising projects worthy of the country” – Mr. To Dinh Tuan stated the solution.
Editor-in-Chief of Nguoi Lao Dong Newspaper also emphasized that outdoor advertising activities need to apply high technology and increase creativity to create quality and breakthrough advertising products.
In addition, outdoor advertising activities need to combine national and international cultural and artistic events to be effective. Mr. To Dinh Tuan cited the event of saxophonist Kenny G organizing the program “Kenny G Live in Vietnam”. “If these events are combined with media and advertising, outdoor advertising activities will increase very strongly” – Editor-in-Chief of Nguoi Lao Dong Newspaper emphasized.
Delegates discussed at the discussion
The need to promote brands, products, and services of organizations and businesses is very large. The advertising industry is identified as one of 12 cultural industries, bringing high revenue in Vietnam. In Hanoi City alone, there are more than 800 businesses registered in the advertising industry, of which 200 to 250 units operate regularly.
Outdoor advertising activities in Hanoi in particular and the country in general are very vibrant, diverse, and growing strongly along with the pace of socio-economic development. Experts assess that if localities take advantage of and manage outdoor advertising activities well, it will not only bring in a large budget for the state but also help ensure the urban landscape. Raising the level of outdoor advertising also aims to form a synchronous propaganda system, serving political tasks, outdoor commercial advertising, and promoting socio-economic development.
However, current outdoor advertising activities still have shortcomings, violate regulations, and affect urban aesthetics; There is a situation where some units do not advertise in accordance with regulations, causing difficulties for state management agencies. In addition, after the COVID-19 pandemic, advertising businesses were severely affected…
Currently, the Ministry of Culture, Sports and Tourism is consulting relevant parties to complete the draft Law on Advertising (amended).
How to overcome difficulties for businesses? How can state management be improved? These are issues that have been discussed a lot, but in reality, advertising businesses today still face many difficulties, and in some places, state management agencies are still confused.
Faced with this situation, Nguoi Lao Dong Newspaper coordinated with the Hanoi Advertising Association to organize a discussion “Solutions to promote the effectiveness of outdoor advertising” in order for this activity to promote its role as a constituent part. of the cultural industry.
Chairing the discussion were: Journalist – Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper; Ms. Ninh Thi Thu Huong, Department of Grassroots Culture, Ministry of Culture, Sports and Tourism; Ms. Vu Thu Ha, Vice Chairman of Hanoi People’s Committee; Mr. Bui Hoai Son, Standing Member of the National Assembly’s Culture and Education Committee; Mr. Nguyen Truong Son, Chairman of Vietnam Advertising Association
Chairing the discussion:
Journalist – Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper;
Ms. Ninh Thi Thu Huong, Department of Grassroots Culture, Ministry of Culture, Sports and Tourism;
Ms. Vu Thu Ha, Vice Chairman of Hanoi People’s Committee;
Mr. Bui Hoai Son, Standing Member of the National Assembly’s Culture and Education Committee;
Mr. Nguyen Truong Son, Chairman of Vietnam Advertising Association.
Journalist – Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper, presented flowers to representatives of accompanying units
Sincerely thank the accompanying units:
VINAMA Communications Joint Stock Company, NOTE GROUP Joint Stock Company, Goldsun Golden Sun Company Limited, Bizman Investment Joint Stock Company, Prowtech Company, Vietnam Sightseeing Joint Stock Company; New Vision Advertising Company Limited, Hanoi Trading Advertising Joint Stock Company, Dong Quang Group Joint Stock Company, Hanoi International Fair and Advertising Joint Stock Company, Tri Viet Advertising Company, Company QC Red Company, Big Sun Media Group Joint Stock Company, Toan Cau Company, Ha Viet Company, Taseco Company, Ngoc Ha Company; Hoa Binh Hotel Board of Directors…
