Read the passage and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions from 1 to 10.

The Shift Toward Transparency Marketing in Vietnam

[I] The media and marketing industry in Vietnam is currently experiencing a major paradigm shift. For a long time, the industry followed a reactive model that focused on high volume and reaching as many people as possible, often ignoring long-term ethical issues. However, as we head toward 2026, the key to commercial success is no longer just technical skill; instead, it is a brand’s ability to demonstrate social responsibility. In this new environment, loud and exaggerated campaigns are being replaced by a more modest and logical approach, where corporate humility and honest communication are now seen as the essential foundations of public trust.

At the heart of this change is the combination of transparency and trust-based marketing. As the digital world becomes filled with complex misinformation, the biggest challenge for businesses is no longer how much money consumers have, but whether those consumers actually trust the brand. Modern Vietnamese shoppers, especially Gen Z, are much more skeptical than traditional marketing plans ever expected. [II] They do not believe in shallow slogans anymore; they want “radical transparency” regarding where a product comes from and its impact on the environment.

Because of this, a “compliance-first” strategy is developing, where legal honesty is a core part of every campaign rather than an afterthought. Building brand value in an era of doubt takes a lot of time and patience. Both local and international companies are finding that proving they are reliable is the newest challenge in the sales process. [III] While old methods focused on making people aware of a product, today’s market rewards brands that provide honest and consistent experiences.

To succeed, companies must probe into consumer psychology more accurately than before. The most successful brands will be those that take responsibility and prove their value through real actions. Ultimately, the future belongs to businesses that see themselves as part of a larger social community. Success is now measured by the quality of the relationship with the audience, not just by sales. However, if brands only pretend to care about social issues, the dream of a truly ethical market will remain out of reach. [IV]

(Adapted from https://www.brandsvietnam.com)

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