1

INTEGRATEDMARKETINGCOMMUNICATIONSOVERVIEW

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Truynthngmarketingl
g?
Quytrnhlpkhoch
chngtrnhtruynthng
marketing
Sphttrincatruyn
thngmarketing

Mctiu:
Phnbitmarketingvtruyn
g
y
thngmarketing(tipthv
chiuth)
Ccthnhphncatruyn
thngmarketing
Truynthngmarketingtch
hp
Ccquytnhtruynthng
marketing
Sphttrincatruynthng
marketing

TRUYNTHNGMARKETING
Marketingmix:

TRUYNTHNGMARKETING
Cccngc3600MarCom:

Advertising(ATL)

Brandactivation

TVCm,Internetads,Radio,
Printads,OOH,Media
sponsors

D2Dactivation,Shopper
activation,Publicactivation,
Gift,CRM,Directmailing

3600
MarCom

PublicRelations

Trademarketing

News,Publication,
Sponsorship,Advertorial,
Infomercial,Interview

Spacebuying,Tradedisplay,
Metropost,Salesforce
outfit,Merchandising

TRUYNTHNGMARKETING
ThnhphnMarCom:
ATL:cchotngtruyn
g y
thng trnknh truynthngi Abovetheline
chng
Belowtheline
BTL:cchotngtruyn
thngtiknhtipthtrctip
MarCom

TVCm
Advertising

PR
Consumer
promotion
Trade
promotion
Brand
activation

Sampling

TRUYNTHNGMARKETING
MarketingvMarCom:

ATL
BTL

NHNGHA
Truynthng
(Communication): Hot ng
(Communication):Hotng
athngtin t mtbnti
mthoc nhiubnkhc
Truynthngmtchiu:ch
gi,khngnhntin
Truynthnghaichiu:cgi
vnhntin

Truynthngmarketing
(Marketing Communication):
(MarketingCommunication):
Hotngtruynthngt
phangibntcngti
khchhngmctiu
s dngconngihoc/vcc
phngtintruynthng
nhhngnnhnthc,
thi vhnhvimuaca
v hnh vi mua ca
nhngkhch hng

cim
i tng:
Khchhngmctiuvcngchng
g
g
g

Mctiu:
nhhngnnhnthc,thi vhnhvi muaca nginhntin
(thngtin,thuytphc vnhcnh)

Phngtin:
Conngiv/hocphngtintruynthng

CCTHNHPHNCAMC
Thnh phn

nh ngha

Qungco
( d
(Advertising)
)

Hotngtruynthngphicnhn,thngquamtphng
tintruyntinphitrtin

Khuynmi
(SalesPromotion)

Hotngkchthchnhucumuasmbngcchathm
cclichchokhchhngtrongmtgiaion

Bnhngtrctip
(PersonalSelling)

Hnhthcthuyttrnhsnphmdonhnvincadoanh
nghipthchintrckhchhng,cthlmtimt
hocquainthoi

Quanhcngchng Hnhthctruynthngnhmtonnthithnthini
(PublicRelations)
(Public
Relations)
vi doanh nghip v nhng sn phm ca doanh nghip m
vidoanhnghipvnhngsnphmcadoanhnghipm
thngkhngnirmtthngipbnhngcthno
Marketingtrctip
(DirectMarketing)

Hotngtruynthngctnhtngtc,sdngmthay
nhiuphngtintruynthngtonnnhngpng
cthocv/hocnhnggiaodchbtkaim
no

QUNGCO
cim:
Thngipchunhatrc
g p
cngchng (public presentation)
Kh nngbaoph rngvpht
lpli (pervasiveness)
Kh nnggybiucmmnh,
hnhnhp chothnghiu
(amplifiedexpressiveness)
Truynthngmtchiu
(impersonality):khngbtbuc
(impersonality) khng bt buc
phich,phiphnng

KHUYNMI
cim:
Gysch(attention)
y
(
)
Cungcplich(incentive)
Kchthch muasmngay
(invitation)

BNHNGTRCTIP
cim:
Stipxccnhn
(personal
p
(p
confrontation):mibnu
quanstphnngcabnkia
Nuidngquanh
(cultivation)
SpngcaKH(response):
KHcmthycnghav no
trongvicnghethuyt trnhca
ngibnvp
ngi bn v p ngli
ng li

QUANHCNGCHNG
cim:
tincycao(high
y
( g
creditibility)
D cKHtipnhnhnl
QCvBHTT (abilitytocatch
buyersoffguard)
Tohnhnhpv SPvDN
(dramatization)

MARKETINGTRCTIP
cim
Truynthngtheoach
y
g
(nonpublic)
Thngipcthitk ring
chotngKH (customized)
Cpnht(updated):thng ip
ccp nhtnhanhhn sovi
thngiptrongqung cov
khuynmi
Linhhot(interactive):thng
Linh hot (interactive) thng
ipcththayitutheo
phnngcaKH

Includescallforaction.
Phonenumber,mailinform,
websiteaddressprovided

CCTHNHPHNCAMC

TRUYNTHNGMARKETINGTCHHP

NHNGHA
Armstrong&Kotler (2005):

Hiphicccngty qung

Truynthngmarketingtchhp
y
g
g
p co
M (AAAA):
(AAAA):
coM
(IMC)lnhnghotngtruyn
IMC lkhinimv s hoch
thngmangtnhphi hpvgn
nhtruynthng marketing
bchtchvinhaunhm
nhmxcnhgitr giatngca
chuyngiaomtthngipr
mtkhochtnghp,nhgi
rng,nht qunvthuyt phc
vaitr chinlcca cc thnh
vmttchcvnhngsn
phnkhcnhautrongtruyn
phmcatchc
thngnh: qungco,khuyn
mi,PRvskthpccthnh

phnny toramts
truynthng r rng,un,
hiuqutia

VSAOIMC?
Sphihpctnhchinlcca
ccchcnngtruynthngkhc
nhaungycngcgitrhnl
chnghotngmtcchnl,t
ng
SphttrincaIMCcngphn
nhsiuchnhcanhmarketing
ivisthayicamitrng
SthayicaIMCcnchunh
hngbisthayicchthc
hng bi s thay i cch thc
marketingsnphmcacngty

VAITRCAIMC
Lcngc thchinchcnng
truynthng, pngnhu cukhch
hng
Phihpvicccngckhctrong
marketing mix tmctiu
marketing
Lcngccnhtranhtrongkinh
doanh:giatnggitr snphm,
thngtin,xydng nhnthcvsn
phm nng cao uy tn nhn hiu duy
phm,nngcaouytnnhnhiu,duy
tr nimtin,thi ttp cng
chngvcngty...

IMClcngcgip
thnghiutruynti
ccgitrmongmunti
khchhngtimnng

THAYICCHMARKETING
Trcy

Hngti

QCtrntruynthng

QCaphngthc

KnhTTichng

KnhTTchuynbit

NSXthngtr

Nhbnlthngtr

Tipthtmrng

Tipthtptrung

CngtyQC nl

TponQCchuynnghip

Trtintheocngvic

Trtintheohiuqu

Internethnch

Internetphbin

10

THAYICCHMARKETING
Tipcntiaquthigiancangitiudng

MARCOMTRONGHOCHNHMARKETING
Xcnhth
trng

Phntch
tnhth

IMCcho
NTD
Snphm

IMC:
Qungco

Phnkhcth
trng

Khuynmi
Gi

Chnphn
khcmctiu
Mctiu
marketing

Khchhng
mctiu

Quanh
cngchng
Marketing
trctip

Phnphi

nhvthng
hiu

Bnhng
trctip

IMCcho
ngibn
Nhbn
l
Muahng

11

QUYTRNHLPKHOCHIMC
nhgikhochmarketing
Phntchtnhthchngtrnhchiuth
Phntchqutrnhtruynthng
Ph
h h
h
Xcnhngnsch
PhttrinchngtrnhIMC
Qungco

Khuynmi

Quanh
cngchng

Bnhng
trctip

Marketing
trctip

Mctiu,
chinlc
Qungco

Mctiu,
chinlc
Khuynmi

Mctiu,
chinlc
PR

Mctiu,
chinlc
BnhngTT

Mctiu,
chinlc
MKTtrctip

Thngip,
phngtin,
cngc

Thngip,
phngtin,
cngc

Thngip,
phngtin,
cngc

Thngip,
phngtin,
cngc

Thngip,
phngtin,
cngc

Tchhp,trinkhaiccchinlcIMC
Gimst,nhgi,kimsottonbchngtrnh

nhgikhochmarketing
Khochmarketing:

Quytrnhmarketing:

Xemxtmctiuvkhoch
marketing
Vaitrcaqungcovkhuyn
mi
Phntchcnhtranh
nhginhhngcami
trng

SWOT

Phntchtnhthchngtrnhchiuth

12

Phntchtnhthchngtrnhchiuth
Bntrong:

Bnngoi:

Tchcbphnchiuth
p
Khnngthchinchng
trnhchiuth
nhgi,chnlailqung
co
nhgiktquvkhoch
chiuthktrc
(bi8)

Phntchhnhvikhchhngg
Phnkhcthtrngvth
trngmctiu
nhvthnghiu
(bi2)

Phntchqutrnhtruynthng

Phntchqutrnhtruynthngvlpmctiu
Qutrnhtruynthng:
Phntchqutrnhpngca
q
p g
nginhn
Phntchngunpht,thng
ipvccnhntcaknhTT
(bi3)

Mctiu:
Thitlpmctiutruynthng
p
y
g
(bi4)

Xcnhngnsch

13

Xcnhngnsch
Thitlpngnschtruyn
thng

Phnbngnsch
((bi4))

(bi4)

PhttrinchngtrnhIMC

PhttrinchngtrnhIMC
Qungco:(bi5)

PR:(bi7)

Thitlpmctiuqungco
p
q
g
Xcnhngnschqungco
Phttrinchinlcqung
co:thngip,phngtin
Marketingtrctip:(bi7)
Thitlpmctiumarketing
trctip
Xcnhngnsch
Phttrinchinlcmarketing

trctip:thngip,phngtin

ThitlpmctiuPR
p
Xcnhngnsch
PhttrinchinlcPR:thng
ip,phngtin
Khuynmi:(bi6)
Thitlpmctiukhuynmi
Xcnhngnschkhuynmi
Phttrinchinlckhuyn
mi:thngip,phngtin
BnhngTT:(bi6)
Thitlpmctiuchohng
Xcnhngnsch
Phttrinchinlc:thng
ip,vaitr/trchnhimBHTT

14

ThchinchngtrnhIMC
TchhpccchinlcIMC:
Thitkvthchinchng
Chin thut:
trnh
(ATL & BTL):
Chinthut:
trnh(ATL&BTL):
PhihpATL BTL
Teaser
KchhotcngchngbngPR

Qungco:sngtovsnxut
qungco;muaphngtinTT
Marketingtrctip
Khuynmi
PR
Bnhngtrctip
(bi8)

Gimst,nhgi,kimsottonbchngtrnh

Theodi,nhgivkimtrachngtrnhIMC
nhgi:
Ktquvhiuquchng
q
q
g
trnh
(bi8)

Kimtra:
Kimsotviuchnhk
hoch
(bi8)

15

2
CONSUMERBEHAVIOR&TARGETMARKET

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Phntchhnhvingitiu
dng
Phnkhcvlachnth
trngmctiu
nhvthnghiu

Mctiu:
Nmcccbccaquy
q y
trnhraquytnhcangi
tiudng
Bitcchphnkhc,chnphn
khcmctiu
Bitnhvchonhnhiu

16

NGIMUAVNGISDNG
Nhiu nginghngin ngitiudng lngimuasn
phm!
Nhng,ngimuachachccquynquytnh trong
vicmuasm?
VD:contraiimuachom,bnhnhnmuathuctheotoabcs

Ngimuacngchachclngisdngsaucng?
VD:mmuasachocon

Tcngquantrngnvicnhmnitngmctiu
vtruynnhnhngthngipqungco
t h h th i

Ngiquytnhmuav ngiimuasm
Khingiquytnhmua(decisionmakers) I:ch,siuth,
ca hng (hay bt k knh phn phi no)
cahng(haybtkknhphnphino)
htrthnhngiimuasm(shoppers)

Ngiquytnhmua BIT:
hcngvcsnccnguyntcchnhng

Tuynhin,chnhh(decisionmakers)cnglshoppersnn:
quytnhcahcnchunhhngbiccyutngayticahng
(trngby,khuynmi,thingibn)

17

TINTRNHQUYTINH MUAHNG

Tintrnhquytnhmuahng
Theotruynthng:
Tintrnhmuahngtruyn
g y
thngnhnmnhnsla
chnklngcangitiu
dngkhimuahng
Tuynhin,scnnhcquami
giaionnhiuhaytlity
thucvotngsnphm
VD:muamtxehihaymtmy
vitnhskhcvimuamtgibt
vi tnh s khc vi mua mt gi bt
git

Theoquanimmi:
Tintrnhquytnhmuahng
q y
g
hiniara4cchhnhx
khcnhaucangitiudng,
datrnbnnhmsnphm
Ccnhmsnphmcphn
loidatheohaitiuch:
Skhcbitgiaccnhnhiu
trongcngngnhhngnhiuhayt
Mcquantmcangitiu
Mc quan tm ca ngi tiu
dngivingnhhng:gic,
mohim,tnsutmuavsxc
cm

18

Tintrnhquytnhmuahng
Tintrnhquytnhmuahng(hini):

HIUNGITIUDNG?
Nhucu:

19

CCTHANGBCNHUCU
ThangnhucuMaslow:

<<Nhucutkhngnh
<<Nhucutntrng
<<Nhucuthucv
<<Nhucuanton
<<Nhucucbn

ThangnhucuMaslow
Nhucucaconngic
chia lm 5 bc theo hnh kim t
chialm5bctheohnhkimt
thp:
Nhucubcthpcnphi
cthamntrc
Nhucubccaochctp
trungchkhinhucubcthp
hnthamn
Mtkhicnhntinlnnhu
cubccaohnthnhucubc
dikhngcncquantm
vkhngcncutinna

20

ThangnhucuMaslow
Mc1. Nhucucbn (nhu
cu sinh l):
cusinhl):
Conngicnphictha
mnnhngnhucuvmtsinh
lsngcn
Ccnhucunyrtcbnnh
n,mc,th,bitit,SHtnh
dc

ngdng:
Ccsnphmpngva
p
p g
ngchonhucuchcnngm
nmnhn
Vd:xbng=>nhucu
tmgitcbn

ThangnhucuMaslow
Mc2.Nhucuanton:
Khinhucucbntha
mn,nhucuantonthayth
chimngtmtrvhnhvica
cnhn
Nhucuantonbaogmsa
thchccngnviclm,cbo
himxhi,cdnhdm,c
quyntvvisbtcng

ngdng:
Ccsnphmnubtmtbo
p
manton
Vd:dchvbohimnhn
th

21

ThangnhucuMaslow
Mc3.Nhucuthucv:
Khihainhucubcdi
thamncnhnnysinhnhu
cuthucv,mtnhucuc
bncaxccmquanhxhi
Conngikhtkhaothucv
vcchpnhnvomt
nhm.Hmunyuvcyu
(chaykhngctnhdc)

d
ngdng:
Ccsnphmgiplmmnh,
nuidng,xydngccmi
quanh
Vd:tgiyHuggies

ThangnhucuMaslow
Mc4.Nhucutntrng:
Conngicnhucuctn
g
trngvcdanhting
Htnguynphnucho
nhngcngvicmanglichoh
cmnhnangcnghinviu
cxhinhnthy,mang
nvinhquang

ngdng:
Cc snphmphnnhvtr
p
p
danhtingcangitiudng
Vd:xeBMW

22

ThangnhucuMaslow
Mc5. Nhucutkhng
nh:
nh:
Conngicnhucutri
nghimnhnggchabit,khin
chomnhcngha,vhinthc
hannglcbntrongcac
nhn

ngdng:
Ccsnphmkhcbitkhitt
p
cnhngthtmthng
Vd:xeRollRoyce

ThangnhucuMaslow
Vd:Bia,Beer,Biere,Bier

<<Nhucutkhngnh
<<Nhucutntrng
<<Nhucuthucv
<<Nhucuanton
<<Nhucucbn

23

ThangnhucuMaslow
Skhcbitng Ty:
Nhucutkhngnhmnh
g
caochnghacnhntrong
vnhaphngTyskhc
chpnhnrngritiChu(v
VitNam)
VnhaChucaoccgi
trtpth.Sthamncaonht
khngbtngunthnhng
bn thn mi c nhn m xut
bnthnmicnhnmxut
phttphnngcangikhc

ThangnhucuMaslow
Skhcbit:

Chu

Phng Ty

24

ThangnhucuMaslow
Chu:

Mc3.Nhucuthucv
mt nhm:
mtnhm:
NgiChulunmunthuc
vmtnhm.Tronggianhvic
nylngnhin
Nhngtrongxhi,ccthnh
vinphitunthvpng
nhngyucunoc
thanhn

ThangnhucuMaslow
Chu:

Mc4.Nhucuckhm
phc trong nhm:
phctrongnhm:
Saukhicmthythucv
mtnhm,conngisc
munckhmphctnhng
ngitrongnhm
Hshnhngvcx
tiu

25

ThangnhucuMaslow
Chu:

Mc5. Nhucuvavx
hi:
hi:
Saukhicmingitrong
nhmkhmphc,conngi
munkhngnhavtrong
nhm
Nhucunychcthamn
khiccscngnhnca
ngikhc

ThangnhucuMaslow
VdthangnhucuChu:

26

THOLUNNHM
pdngthangnhucuChu
:
XemccmuTVCqungco:
Coke,Aquafina,Pepsi,Number
1,Lipton,Nestea vphnloi
nhucuccsnphmnytheo
thangnhucucaMaslow?

Bitpnhmvnh(1):
Phntchhnhvimuahngca
g
ngitiudngtrongngnh
hngnhmchn.Phnloinhu
cuccnhnhiutrongngnh
theothangnhucuchongi
Chu.Giithchtisao?
nhmykhA4,npvobui
hcti

PHNKHC
Mtphnkhc:
Mtnhmngitiudngchia
g
g
scngcim,tnhcht
VD:nhmngithchsutp
tem,nhmthchungcphvo
buisng

Phnkhcnhucu:
Tintrnhnhndinvphn
loiccnhmngitiudngc
cngctnhthnhccphn
khctimnng

Tintrnhphnkhc:
Hiungitiu
dng

Phnkhc

Chnthtrng
mctiu

27

Csphnkhc
Tml

Nhnchnghc

Kinht xhi

al

Hnhvimua
hng

Csphnkhc
Theonhnkhuhc:
ggiitnh,thunhp,giodc,
,
p, g
,
tngio.
Vd:phnkhcnhngngi
ungbia

Gii tnh:
tui:

Thu nhp:

Gio dc:

Nam
N
< 18
T 19 30
T 31 45
> 45
< 1 triu/thng
T 1 triu n 3 triu
T 3 triu n 5 triu
> 5 triu
Ph thng Trung hc
i hc
Sau H

90%
10%
5%
50%
35%
10%
30%
40%
20%
10%
20%
60%
15%
5%

28

Csphnkhc
Theoal:
thnhph,tnhthnh,khuvc
p ,
,
(Nam,Trung,Bc),trongnc,
quct
VD:phnkhcnhngngi
ungbia

Khu vc:

Min Nam
Min Trung
Min Bc

Tnh, thnh: TPHCM

Cn Th
Nng
H Ni
Tnh thnh khc

50%
10%
40%
30%
10%
5%
20%
35%

Csphnkhc
Theomcsdng:
nhiu,t,va
, ,
VD:phnkhcnhngngi
ungbia

Ung nhiu hn 1 ln/tun

20%

Ung 1 ln/tun

30%

Vi tun ung 1 ln

20%

Lu lu ung 1 ln

30%

29

Csphnkhc
Theolich:
nhanhhn,mnhhn,rhn.
,
,
VD:phnkhcnhngngi
ungbia

Ung bia hi

30%

Ung bia chai, lon

70%

Ung bia en

5%

Ung bia thng

95%

Bnphnkhc
Thtrngkemnhrng:

30

Bnphnkhc
Nhucutheotml:

Bnphnkhc
Thtrngbia:

31

Bnphnkhc
Cchphnkhc:

THTRNGMCTIU
Chnphnphcmctiu:
Datrnbnphnkhc,la
p
,
chnraccphnkhctimnng
nhtnhmn
Cnxemxtklngkhch
hngmctiuvithcnh
tranhtrongccphnkhcny

32

NHV
nhvnhnhiu:
Cchthcmnhtipthmun
p
ngitiudngnhnthcvtr
thchhpcanhntrongmi
linhtngiviccnhn
khc (vmtlichvhahn)
trongcngngnhhng

Tintnhnhv:
Phnkhc

Chnphnkhc
mctiu

nhvnhn
hiu

Chinlcnhv

33

Bnnhv
Kemnhrng:

Cunhv
Mucunhv:

34

Cunhv
CunhvcaDove:

THOLUNNHM
pdngnhv:
Vitnhvchosnphm/dch
p
vmnhmchndatrns
thtngmhiuvsngtosn
phmxydng?

Bitpnhmvnh(2):
Phnkhcthtrngngnh
g g
hngnhmbnchn:Vbn;
Chraccphnkhc;clng
lnmiphnkhc(%);Phn
loiccnhnhiucnhtranhvo
ccphnkhc.Giithchto
sao?
nhmykhA4,npvobui
hcti
hc ti

35

3
COMMUNICATIONPROCESS

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Mhnhcbncaqu
trnh truyn thng
trnhtruynthng
Mts mhnhpngc
bn
Mc quantmvm
hnhFCB
Mhnhpngnhnthc

Mctiu:
Hiubitv mhnhcbnca
qutrnh truynthngvcc
thnhphncaqutrnhtruyn
thng
Phnbitmts mhnhp
ngcbn
Hiumc quantmvm
hnhx lthngtin FCB
Hiumhnhpngnhn
Hiu m hnh p ng nhn
thc

36

QUTRNHTRUYNTHNG
Khinim:

Ccyutchnh:

Truynthnglqutrnhtrao
y
g q
ithngtin,traoitng
chuyntithngip
Nhmthitlpsthnghiu
giangigivnginhn
thngtin

Ngunpht/ngigi
g
p
g
g
Thngip vsmha
Knhtruynthng
Nginhnvs giim
Nhiu
pngvphnhi

QUTRNHTRUYNTHNG
Mhnh:

37

Ngunpht
Ngunpht/ngigi
(Source):
(Source):
Cnhnhaytchccthng
tinmunchias,phnpht
thngtincamnhtimtc
nhnhaynhiungikhc

3thuctnhngunpht:
Tincyy
Thuht
Uyquyn

Ngunpht
Ccyut xcnh tincy
(Credibility):
Tnhngtin (trustworthiness)
Kh nngchuynmn
(expertise)

Ngunphtccoil
ngtinnu:
Khchquanvmangtnhthng
,
g
tincao,khngcthnhkin
Hiuciuquantmv
honcnhca nginhn
Cmcchchnhlv lich
vquynlica nginhn

38

Ngunpht
Ccyut xcnhsthu
ht (Attractiveness):
ht(Attractiveness):
Tngng(similarity)
Quenthuc(familiarity)
ngyu(likeability)

Ngunpht
Ccyut xcnhuyquyn
(Power):
(Power):
Gimst(control)
Quantm(concern)
nhgi(scrutiny)

39

Thngip
Thngip(Message):
ctorabiqutrnhm
q
ha
changthngtincngha
mngunphtmunchuynti
cthcdintbngli
haykhngphibngli,hnh
nh,chvit,biutng
cncxemxtphhpvi
k h h
knhpht

Thhinthngip:

Ltnh:ccchcnng,gitr
hinhucth
Cmtnh:cccmnhn,ccgi
tr khng hin hu c th
trkhnghinhucth

Thngip
Ltnh:
ktcucht
men
cngnghsnxut
kthut
nguynliu
cskhoahc
phtminh

Cmtnh:
cm
tnhcch
aphng
vnha
lisng
trolu
cmnhnkhc

Dngcho:SPmihonton,
Dngcho:SPthithng,
nimmi,cnhtranhqucao thitrang,imcaochuk

trongngnhhng(titung)
sng,cnhtranhcao

40

Mha
Mha(Encoding):

Dngmha:

chnlanhngtng,biu
g
g ,
tng,hnhnh,...trnhby
thngip
tngtrnghacctng
haythngtin

Knhtruynthng
Knhtruynthng(Channel):

C2loiknhtruynthng:

p
phngtinmthngtinc
g
g
truynitngunpht/ngi
ginitngnhn

Knhtrctip(knhcnhn):

p(
)
tipxctrctipmtimt;
ngunthngtinrtmnhi
vingitiudng
Knhgintip(phicnhn):
ccphngtinthngtini
chng;thngipcgin
nhiungicngmtlc

41

Nginhn
Nginhn(Receiver):
ngimngunphtmun
g
g
p
chias,phnphtcctng
haythngtinti

Qutrnhpng:
Nhnbit/hiuthngip
g p
Thayithi
Thayihnhvi

Giim
Giim(Decoding):
q
qutrnhchuynthngipm
y
g p
hacangigithnhngha

Lu:
p
phthucvokinhnghim,
g
,
nhnthc,thicangi
nhn
truynthnghiuqu,vic
giimphiphhpvicng
onmha

42

Nhiu
Nhiu(Noise):
nhngnguynnhn,yut
g g y
,y
khngmongilmmomhay
cntritngnhnthng
ip

Khungnhnthcchung:
cthnysinhdoskhng
y
g
ngnhtgiabnphtvbn
nhnthngip

png&Phnhi
png(Response):
tphpnhngphnngca
p p
gp
g
nginhnsaukhithy,nghe
hoccthngip
Hnhthcvcchxcnh
mcpng?

Phnhi(Feedback):
mtphnpngcangi
p
p g
g
nhnsaukhithy,nghehocc
thngipcthngtintrli
chongigi
Xc nhnguynnhnthnh
cnghaythtbicaqutrnh
truynthng>iuchnh

43

QUTRNHPNG
Mhnhpngcbn
(Response Process):
(ResponseProcess):
MhnhAIDA
Mhnhcccpbchiung
Mhnhchpnhni mi
Mhnhxlthngtin

Mhnhpngcbn

44

MhnhA.I.D.A
Ch(A):
Gyschvnhnbit
y

nhngthngtinquantrngca
thnghiuvsnphm

Quantm(I):
Kchthchstmvyumn
SPbngnhngchngtrnhIMC

Hammun(D):
Ginhucu,araccgii
phpcthkchthchngitiu
dngmuavdngth

Hnhng(A):
Muadngthvcths
dnglinhiuln

Mhnhpngcbn
ngha:

olnghiuqu:

Mtccgiaionmngi
g
g
muatimnngphitriqua,t
chchabitvsnphmn
lcsnsngmua
Ngimuatimnngcth
anggiaionkhcnhautrong
qutrnhpngvithngtin
>Mctiutruynthngkhc
nhau
Sdngohiuqutruyn
thng

45

MC QUANTM
Khinim:
Mcquantmgiithchlm
q
g
thnomngitiudngxl
thngtinvccthngtinny
nhhngnhthnon
ngitiudng

3yutnhhng:
Yutcnhn:ccgitrmc
g
nhncoitrng,kinhnghim,nhu
cubnthn
Yutkchthch:ngunthng
tin,nidungthngtin,skhc
bitcasnphm
Yuthoncnh:angtmhay
chatmmua,angdnghay
cha dng sn phm
chadngsnphm

Mcquantm

46

Mhnh/li FCB
Mhnhtruynthngdavomcquantmsnphm
RichardVaughncacngtyqungcoFoote,Cone&Beldingxut
g
g yq
g
,
g

Mhnhnyaras chuynmnhacanongi:
notrithinvnnglcngnng,nhnthcltr
nophithinvnnglchnhnh,cmxc

4chinlctruynthngcbn:
Thngtin
Gyxccm
Tothiquen
Thamn

MhnhFCB

47

QUTRNHPNGNHNTHC
Mhnhpngcbn:

Mhnhpngnhnthc
(Cognitive Response):
(CognitiveResponse):

chnccyutnh

y
hng:ngun,thngip
vccktqupngni
nginhn

Cchtoraccpng?

Mhnhpngnhnthc

48

4
ESTABLISHINGOBJECTIVES&BUDGETING

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Tngquanvmctiu
marketing
ThitlpmctiuIMC
Thitlpvphnbngn
sch

Mctiu:
nghacavicthitlpmc
g
p
tiu
Phnbitmctiumarketing
vmctiuIMC
BitcccmctiuIMC
Nmcqutrnhthitlpv
phnbngnsch

49

MCTIUTRUYNTHNGMARKETING
nghacavicthitlpmctiu:
Vaitrcamctiu
truynthng
marketing

Qutrnhtruyn
thng

Lpkhochvra
quytnh

Thmnh,nh
giccktqu

Giplinkt,to
iukinthunli
chonhiunhm
khcnhaucng
lmvictrong
chindch

Giptrinkhai,
thchinttk
hochtruynthng,
thmchhngdn
raccquytnh
truynthngMKT

Giparamt
imchunlm
cncthmnh
sthnhcnghay
thtbicachin
dch

MCTIUTRUYNTHNGMARKETING
MiquanhgiaCL marketingvCLchiuth:

50

CcloimctiuMarCom
Khochmarketing:

Mctiumarketing:

p
phntchtnhth;xcnhvn
;
/chikinhdoanh;thitlp
ccmctiu;raccchin
lc,chinthutnhmgii
quytvnvtmctiu

tnhtrngvmarketingm
g
g
doanhnghipmongmunt
ctrongkhongthigian
nhtnh
vd:Doanhs,linhun,th
phn,phttrinmngli,ca
hng

CcloimctiuMarCom
KhochMarCom:
vnbnxcnhrkhchhng
g
mctiu,phngthctrnhby
ccthngipquaccphng
tintruynthng(CLthngip,
phngtin)

MctiuMarcom:
nhimvtruynthngcbit,
y
g
,
cthchinviktquxc
nh,theomtmcnht
nh,trongmtkhongthigian
nhtnh

51

Mctiudoanhs
Thngquantmnkt
qu doanh s bn
qudoanhsbn
Cthlnghac
xcnhsthnhcngca
chindchbngvichonthnh
mctiu

Hnchcamctiudoanh
s:
???

Nhngtnhhungthchhp
chovicthitlpmctiu
doanhs:
???

Mctiudoanhs
Ccyutnhhngndoanhs:

52

Mctiudoanhs
Hnch:
Doanhsphthucvonhiu
p
yutkhc
Hiuqumarcomphthuy
trongmtthikdi
Mctiunycharas
hngdnchonhngngilp
khochvtrinkhaichng
trnh,vkhngphilnh
hng tt cho b phn khc nh
hngttchobphnkhcnh:
sngtovtruynthng

Nhngtnhhungthchhp:
Khimarcomlyutduynht
y
y
trongkhochmarketingcnh
hngnvictngdoanhs
Khivaitrcamarcomnitri,
quantrnghnsoviccbin
khccamarketingmix
Khitcngcamarcomltc
thi,vdccqungcopng
trc tip
trctip

Mctiutruynthng
Tcngnnhnthcca
Nhnghnchcamctiu
khch hng mc tiu, nh:
truyn
thng:
khchhngmctiu,nh:
truynthng:
tosquantm,thia
thch,ntngvnhnhiu,v
khuynhhngmuahng

???

Thngsdngmhnh
pngthitlpmctiu
truynthng
Vd:mhnhcccpbchiu
V d: m hnh cc cp bc hiu
ng

53

Mctiutruynthng
Vdsdngmhnhcccpbchiungthitlpmc
tiu truyn thng:
tiutruynthng:

Mctiu&cngcIMC

54

Vd
Saukhiktthcchngtrnhtruynthng,trongsnhng
ngi dn khu vc X, s c:
ngidnkhuvcX,sc:
90%ctipxc vichngtrnh
80%bitn btgitAnhlmtloibtgitmc,ckhnng
duytrtrngcavivkhngndatay
64%thch thngipcachngtrnh
40%cnhmua btgitAtronglnmuabtgitspti

Mctiutruynthng
Nhnghnchcamctiutruynthng:
Khchuynitmctiudoanhssangmctiutruynthng
y
g
y
g
Vd:mctiultngdoanhsbn10%=mctiutruynthng?
Khngchcchniugtonnmctngxngcavicnhn
thc,lnhhi,achung,haytintngcanginhntin
MhnhDAGMAR(thitlpmctiuqungcocththmnh
cktqu)

55

MCTIUTRUYNTHNGMARKETING
MhnhDAGMAR(DefiningAdvertisingGoalsforMeasured
Advertising Results):
AdvertisingResults):
Rainm1961biRussellColley
SdngthitlpccmctiuTT
Cthnhgichiuquchindchtruynthngmarketing
Khuynkhchvicnhgiccgiaiontrongmhnhcccpbc
hiung
Tptrungvoccmctiudatrnthngtinhnlccmctiuda
vodoanhs

MhnhDAGMAR
Nidungchnhcamhnh:
Hiuqutruynthngliu
q
y
g
cnbnlogicchoccmctiu
qungco,vnhngmctiu
dthnhcnghaythtbicng
cnthitphicthmnh
>Mctiuqungcobaogmmt
nhimvthngtincthvcth
thmnhc
> Nhim v ny phi da trn c s
mhnhcaqutrnhnhnthc:
Nhnbit>Lnhhi>Tintng>
Hnhng

Csllun:
Qungcochiungin
g
g
lthngtintikhngimctiu
vhnhthnhtrongtmtrh
kchthchhnhng
Qungcodthnhcnghay
thtbiphthuc:
>Cchthctruynthngtinnhth
no
>Thngipcnngitng,
> Thng ip c n ng i tng
nglcvmcchiphhplhay
khng

56

Vdccmctiu
Thngboldocbitkhch
hngmuangay
ThngtinvSPmi
TosnhnthcvstnticaSP
Tosnhnthcvnhnhiu
Cungcpthngtinlinquannli
chSP
ThngtinvcngdngmicaSP
Thuytphckhchhngchadng
SP dng th SP
SP,dngthSP
Chuynkhchhngcaccnhn
khcthnhkhchngcacngty
Tngtlkhchhngangsdng
nhnhngln

Thuytphckhchhngnmts
cahngmuaSP
Thuytphckhchhngntham
quancahng
Thuytphckhchhngtipn
nhnvinkhuynmicacngty
Thuytphckhchhngthayin
tngsailmvSP
Nhcnh,thuytphckhchhng
i mi vic s dng SP
imivicsdngSP
Linktvicmuavimtsskin
cbit
Xydnghnhnh,nimtinvo
cngty

cimcamtmctiutt
Cthvphithmnhc:
Vd:thngtinnnhmthanhnint1825tuivscmtcasn
g

phm trnthtrng

Xcnhngkhngimctiu:
Vd:thngtinnnhmthanhnint1825tuictrnhhcvn
tithiultrunghc, cthunhpt3triungtrlnbitvsc
mtcasnphmmi

Xcnhngimkhiuvmcthayimongmun
Vd:tngmcsdngsnphmln5%ivikhchhngthanh
nint1825tuisau6thngthchinchngtrnhqungco

nhrthigianhonthnhmctiu:
Vd:tngmcsdngsnphmln5%ivikhchhngthanh
nint1825tuisau6thngthchinchngtrnhqungco

57

CcloimctiuMarCom
cimmctiutt:

LPNGNSCH
Ccyutnhhngnngnsch:

58

LPNGNSCH
2hngtipcnxcnhngnsch:

Xcnhngnsch
Hngtipcnttrn
xung (topdown):
xung(top
down):
Phnbngnschcthit
lptcptrn bphncp
di
Ngnschcquytnh
trcvkhngdavonntng
lthuytno

Hngtipcntdiln
(bottomup):
(bottom
up):
Dtonngnschgnlinvi
ccmctiucachinlc
truynthngmarketing
Khcphcchnchca
hngtipcnttrnxung

59

Ccphngphpxcnhngnsch
Hngtipcnttrn
xung:

Hngtipcntdiln:

Phngphptheokhnng
(Affordable)
Phngphpphntrmdoanh
s(PercentageofSales)
Phngphpcnhtranhtng
ng(CompetitiveParity)
Phngphpthphnqung
co(ShareofVoice)
Phngphpnhbanu
(Inertia)
Phngphplinhuntrn
vnut(R.O.I)

Phngphpmctiuv
gp p
nhimv(ObjectiveandTask)
Phngphpkhochtr
trc(PayoutPlanning)
Mhnhnhlng
(Quantitative)

Tiliucthm:

Phngphptheokh nng
K/n:Doanhnghipckh
nng chi tr ti mc no th
nngchitrtimcnoth
duytngnschtruynthng
timc
Thiucnckhoahc,ph
thucnhiuvonhquntr

pdng:Thngcs
dngticcDNnh
Phngphpnythngdn
Phng php n thng dn
tivicctgimngnschkhith
trngtrnnkhkhn

60

Phngphpphntrmdoanhs
K/n:datheotl%doanh
s bn d kin
sbndkin
uim:
ngin,dpdng
Antoncaovtichnhvgi
mcchitiutrongnhnggii
hnhpl
Ctnhnsthayi,ktqu
ngnschphnnhccc
iukinhinti

Nhcim:
Phnbngnschkhngng
g
g
g
u:SPthnhcng><SPmi
Khpdngchovicgiithiu
SPmi
Truynthng:chiphlinquan
nvictoradoanhshnl
mtsut
Khngtnhncnhtranhtrn
th trng v cc yu cu ring
thtrngvccyucuring
bitcamctiutruynthng
Vicxcnhtl%thng
theokinhnghimvrtkh

Phngphpcnhtranhtngng
K/n:Coitruynthngnh
cng c cnh tranh, thit lp
cngccnhtranh,thitlp
ngnschtruynthngtng
ngviithcnhtranh
pdng:PhhpviDNc
snphmkhngkhcbit,v
cvtrtngngtrnth
trng

Nhcim:
Khngxemxtnvaitrca
g
truynthngcthitk
honthnhmtmctiucth
ThanhnccDNgingnhau
vchitiu ccchngtrnhc
hiuqutngngnhau
bquassngtotrongtruyn
thngvskhcbitvsn
phm
Honcnhvmctiucacc
doanhnghiplkhcnhau
Rirobikhngchcchnv
cckhonchitiucaith

61

Phngphpthphnqungco
K/n:githphnvdoanhscacngtycnchimt
khon tin gi th phn tng ng trong lnh vc qung
khontingithphntngngtronglnhvcqung
co
DoJ.O.Peckham PhgimcCtyNeilsenra
Ngnschqungcophthuctngchiphqungcotrnthtrng
vtl%tngng

uim:
ylcchtipcnhpl,bomchocngtybovvtrcamnh
trnthtrngcvmtsnphmlnvtrtrongnhnthccakhch

g
hng

Nhcim:
Ccithcngckhnngthayingnsch.Qungcokhngphi
lhotngduynhttorasnhnthctrongtmtrcakhchhng

Phngphpnhbanu
K/n:Ngnschnhnmtrcnutnhhnhkhngcgthay
i
uim:
Dpdng,mcchitheokinhnghimvthchhpvidoanhnghip
lmvictrongmitrngnnh

Nhcim:
Khngtnhnmctiumarketing,thayicathtrng,ngitiu
dng,mctiutruynthngmarketing

62

Phngphplinhuntrnvn ut
K/n:Truynthngcxem
l mt s u
t
lmts
ut
Tngdoanhsbn(linhun)

Nhcim:
Khxcnhhiuqucavic
ut
Phngphpnytcs
dng

Phngphpmctiuvnhimv

Kimtra,gimst

nhgilimctiu

ctnhchiph
cnthit
Xcnhcccngvic
yucu
Xcnhcc
mctiu

63

Phngphpmctiuvnhimv

Phngphpkhochtrtrc
Lpkhochtrtrc
Chiphtruynthng
p
y
g

VdKhochtrtrc
trong 3 nm (triu USD):
trong3nm(triuUSD):

Chiphtruynthngchosn
phmmigpkhong2lnth
phnmongmun:
Tl[thphnQC/ngnh]thng
kkinhnghim:1,5:2,0

64

Mhnhnhlng
K/n:Sdngccmhnhmphngintonxcnh
ng gp tng quan ca ngn sch qung co i vi doanh s
nggptngquancangnschqungcoividoanhs
bn
Xcnhlingnschtruynthngmarketing

Ccyutnhhngnphnbngnsch

65

5
ADVERTISING&MEDIASTRATEGY

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Tngquanvqungco
Quy trnh lp k hoch qung
Quytrnhlpkhochqung
co
Chinlcthngipqung
co
Chinlcphngtin
qungco
Ccphngtintruyn
thng

Mctiu:
Hiuvaitr,chcnng,nhim
,
g,
vcaqungcotrongmarcom
Nmtintrnhvnidunglp
khochqungco
Bitqutrnhsngtovcc
phngphpxydngtng
sngto
Nmphngphpthuhtv
phongcchthhinchinlc
phong cch th hin chin lc
sngto
Bitccphngtintruyn
thngchyuvcimca
tngphngtin

66

TNGQUANVQUNGCO
nhngha:
Qungcolhotng
g
g truyn
y
thngphicnhn mngi
muntruynthngphitrtin
choccphngtintruyn
thng,athngtinn
thuytphchaytcngn
nginhnthngtin

TNGQUANVQUNGCO
TheoPhilipKotler:
Qungcolbtkmthnh
g

thcgiithiugintipv
khuychtrngcctng,
hnghahaydchvdongi
botrthchinmphitr
tin
Advertisingisanypaidformof
nonpersonalpresentationand
promotionofideas,goodsand
promotion of ideas goods and
servicesthroughmassmedia
suchasnewspapers,magazines,
televisionorradiobyan
identifiedsponsor.

iu4,Khon1,Phplnh
Qung co (16/11/2001):
Qungco(16/11/2001):
QClgiithiunngitiu
dngvhotngkinhdoanh,
hngha,dchv,baogmdch
vcmcchsinhlivdchv
khngcmcchsinhli

iu102,LutThngmi
((14/6/2005):
/ /
)
QCthngmilhotng
xctinthngmicathng
nhngiithiuvikhch
hngvhotngkinhdoanh
hngha,dchvcamnh

67

TNGQUANVQUNGCO
Vaitrcaqungco:

Chcnngcaqungco:

ivi
nhsn
xut

ivi
xhi

Vaitr
ca
qung
co

ivi
nh
phn
phi
p

Thuyt
phc
Thng
tin

Gi
nhc

Qung
co

ivi
ngi
tiu
dng

TNGQUANVQUNGCO
Phnloiqungco:
i
tng
mctiu
Loi
Loi
thng
ip

Phmvi
al

Phng
Phng
tins
dng

Cctchclinquan:
Nhcung
cpdchv
htr
Phng
tintruyn
thng

Cngty
qung
co
Nh
qung
co
(ChQC)

68

QUYTRNHLPKHOCHQUNGCO

Phntchtnh
th

Mctiu,ngn
sch

Chinlc
thngip,
phngtin

nh gi
nhgi

Thchin
chinlc

Mctiu
Mission:
Nhnbit
Hiubit
Thuytphc
Hngng

Yucu:S.M.A.R.T.
Cth:xcnhritng,
mcpngmongmun
olngc
Khthi

Phhp:vimctiumarcom
Thihn

Vd:
Saukhiktthcchngtrnh
g
truynthng,trongsnhng
ngidnkhuvcX,sc:
>90%ctipxcvichngtrnh
>80%bit nbtgitAnhl
mtloibtgitmc,ckh
nngduytrtrngcaviv
khngndatay
>64%thch
> 64% thch thngipca
thng ip ca
chngtrnh
>40%cnhmuabtgitA
tronglnmuabtgitspti

69

Ngnsch
Money:

2hngtipcn:

Mctiucaqungco?
q
g
Khnnghocssnsngca
cngty?

Trnxungg
Diln

Phngphp?

Chinlcthngip
Chinlcsngto:k
hoch thng ip Q/C
hochthngipQ/C
BiuhincimngiQ/Cmun
truynt
Mctiuqungco
itngmctiu
cimsnphm
nhvnhnhiu

Message:
Nidungctli(key):
g
( y)
cuthcnhtranh(USP)
thamnmongicaNTD
(Insight)
thhinsngto(Creative)

Cngctruynthng:
ATL
BTL

Khchhng

Snphm

ith

70

Chinlcphngtin
Khochtruynthng:la
chn phng tin TT thc
chnphngtinTTthc
hinmctiuQ/CvCLT

Media:
Phngtintruynthng?
g
y
g

Chnlavlpthigianbiucho
ccphngtintruynthng
Yucuchnknhtruynthng
cthtrongmiphngtin
Xcnhthigian,tnsv
khongthigiansdng
phngtin

nhgi
Measurement:

Tintrnhthchin1Q/C:

Xydngcciukinhaytiu
y
g
y
chunnhgivichonthnh
Phttrinccthtcolng
chnhxcccktqucaqungco
nhgichthngsphn
hithngtincachngtrnh:
Chngtatcktqum
chngtatrahaymongmun
cha?
Tisaochngtaccktqu
thchinnhth?

71

CHINLCSNGTO
Sngtoqungco:

Quytrnhsngto:

cpnkhnngsngto
p
g
g
nhngtngmim,co
sdnggiiquytvn
truynthng

Phttrinchinlc
Khochsngto(creative
tngln/cho(major
brief/copy platform/blueprint): selling
idea/central theme):
brief/copyplatform/blueprint):
sellingidea/centraltheme):
Bnyucusngto(creative
brief)
Bnyucuqungco
(advertisingbrief)

tngsngto
(storyline/concept)
KchbnphimQC(storyboard,
radioscript,printcopy):

72

tngln/cho
Majoridea/theme:

Storyboard:

Phttrinchinlc
Phngphptoratng
ln:
uthsnphmcnht
(UniqueSellingPropositon USP)
uthvmttnhcm
(EmotionalSellingProposition ESP)
Lisng(Lifestyle)
Todngmthnhnhthng
hiu(CreatingaBrandImage)
Lichchu(InherentDrama)

nhv(Positioning)

73

Trinkhaichinlc
Phngphpthuht
(appeal):

Trinkhaichinlc
Thchintngsngto:
Bntrctiphaythngip
p y
g p
thct(StraightsellorFactual)
Chngminhkhoahchayk
thut(Scentific/Technical)
Lunchng(Demonstration)
Sosnh(Comparison)
Schngthc(Testimonial)
Mtphncacucsng(Slice
oflife)
of life)
Hothnhha(Animation)
Hnhnh(Imagery)
Hihc(Humor)
Hnhp(Combinations)

74

Trinkhaichinlc
Qungcosngto
S.M.I.L.E.:
S.M.I.L.E.:
Simple(ngin)
Memorable(dnh)
Interesting(gych)
Linkedstronglytothebrand
(gnktttvinhn)
Entertaining(thv)

CHINTHUTSNGTO

Inn

Ngoi
tri,di
ng

Chin
thutsng
toqung
co

Truyn
hnh

Pht
thanh

75

Qungcoinn/Printad

Qungcoinn
QuytrnhthchincaCngtyqungco:

76

Qungcotruynhnh/TVC

Hnhnh

mthanh

Chuynng

Qungcotruynhnh
QuytrnhthchincaCngtyqungco:

77

Qungcophtthanh/Radiospot
Thiuyuthnhnh:
Sdngmnhc,ksom
g
,
thanhgytcngnginghe

mthanh

Qungcophtthanh
QuytrnhthchincaCngtyqungco:

78

Qungcongoitri,ding/OOH
Ni
dungg
Hnh
nh

Mu
sc

Kch
thc

Snxutphim/nphmqungco
QuytrnhthchincaCngtyQC:TVC/PrintAdproduction

ChunbSX

Snxut

Huk

79

CHINLCPHNGTIN
K/n:Chinlcphngtin
l s cn nhc la chn cc
lscnnhclachncc
phngntruynthngthch
hpthchinmctiu
qungco/IMCvchinlc
thngip:
Quytrnhhochnhchinlc
phngtinqungco?
Ccyutquytnhchin
Cc yu t quyt nh chin
lcphngtin?

Lnchngtrnhhnhng:
ATL:
knh(bo,TV,radio,internet)
Thiim,mc(dintch/thi
lng,tnsut)

BTL:
khuynmi(il,NTD),skin,
PR,activation,qungcotiim
bn(instoread)

Quytrnhlpkhochphngtin
PHNTCHCHUNB
Mctiu
qungco

cim
i t
itng

ChinlcPT
caith
i th

Chinlc
thngip
th
i

XCNHKHNNGPHNGTiN
NHGIKHNNGPHNGTIN
Phntchnhlng(Phmvi;Tnsut;
Chiph)

Phntchnhtnh(cim;Mc
truynthngip;Hiuqu)

CHNLAPHNGTINTRUYNTHNG

LPTHIGIANBIU

80

nhgikhnngphngtin
PHNTCHNHLNG:
Phmvi
Tnsut
TngchixemQC
Chiph/hiuqu

PHNTCHNHTNH:
cimitngphng
gp
g
tin
Mctruynthngip
Chitipthuqungco
Tnsuthiuqu

PHNTCHNHLNG
Phmvi (Reach/Coverage):
Mt khnngtipxcvii
g p
tngcaphngtin
Xcnhbnglngngis
dngphngtintrongmtthi
imnhtnh:
Rating:%ngixem
Impressions:sngi/ltxem

Ccholng:
Bo,tpch:Slngphthnh
, p
gp
(C)vSngic(R)
Circulation
Readership

TV,radio:RatingvShareca
chngtrnh
Ratingchngtrnh=Sgianhm
xemchngtrnh/SgianhcTV
g
g
Sharechngtrnh=Sgianhm
xemchngtrnh/SgianhmTV

Universe>Targetaudience?

81

PHNTCHNHLNG
Tnsut(Frequency):
Xcnhbngslnmmu
g
qungcoxuthintrongmt
giaioncthcamtk
hochphngtin
Tnsutcnhhngnqu
trnhlpkhochphngtin

Theo3cch:
Xcnhslnlplithng
p
g
ipkhchhngtrinvng
nhnthccshindinca
muqungco
Xcnhlngtrnhbycn
thittmctiuqungco
(shiubityvSP;s
thayithihaydnh
mua)
Lachnphngtincth
ctnsutcnthittronggiai
onchindch

PHNTCHNHLNG
Tngchixem Gross
Rating Point (GRP)/Ratings:
RatingPoint(GRP)/Ratings:
Thcotcngchungca
mtphngtinqungco
GRP=ReachxFrequency
Reach:%ngixem(vt)
Frequency:tnsuttrungbnh

pdng:
TV,radiovOOH...
,
GRPchungchotonbk
hochltngcngimnhgi
(ratings)catngphngtin
Lu:cthtnhtrngmts
itng(GRP>100)

82

PHNTCHNHLNG
Tholunnhm:
GRP(tngchixem):
( g
)
Fre(tnsut):
Reach(phmvi):

?
1+
?

?
2+
?

1 000 000
i
1.000.000ngi
tui1845(universe)

PHNTCHNHLNG
Chiphtrnhiuqu:
sdngnhgihiuqu
g
g
q
camtphngtin
cxcnhbichiphtrn
nvphmviqungco

Chiph/ltxem(CPP):
TV,bo,i,ngoitri

Chiphphnngn Costper
thousand(CPM) Boin:

Chiphchomtim Costper
point(CPP) Phtsng:

83

PHNTCHNHTNH
cimitngphng
tin:
Sphhpgiathtrng
mctiuvitngca
phngtin
Lvicxcnhmcph
hpgiaitngcamt
phngtinviTTmctiuca
nhtipth

Bnmtthtrngmctiu
canhqungcocngphctp
q
g
gp
p
thvicnhgisphhpca
itngmctiucngkh
khn
Vd:Thtrngmctiuca
mtloithucbgmnhng
ngitrn55tui(+):
vithunhpbnhqun3triu
ng/thng
cctnhhngngoi,cim...

PHNTCHNHTNH
Mctruynthngip:
Hiuqucamtthngipthngphthucvomitrngm
q
g p
gp
g
phngtinqungcotora
Ccyutquytnhmctruynthngip:
Mitrngbintp
Tnhchtcasnphm
cimkthut
Qungcocnhtranh

84

PHNTCHNHTNH
Chitipthuqungco:

Tnsuthiuqu:

Victrnhbymtmuqung
y
q
g
cocthkhngdnnnhn
thcthngipngaylptc,do
itngangbchiphibi
cngvickhc
Cnsdngcckthutgy
chnh:
gchmtiu hay
musc
mu sc sc s

Slnitngmctiucn
g
cxem1QC/Cnlplibao
nhiulnthiuqumong
mun?
Fre+

Hy n
n m?
n m Omachi!

Ccyutnhhngchnphngtin

Phm
Phm
vipht
hnh
caPT

c
im
cgi
caPT

Mc
tiu
qung

co

Ngn
Ngn
sch
qung
co

Ccyu
tnh
hng

Chiph
Tn
sut
caPT

c
im
khch
hng

Phm
vihot
ng
PT

85

Lpthigianbiuqungco

Lpthigianbiuqungco

86

CCPHNGTINTRUYNTHNG
Boin
Tp ch
Tpch
Truynhnh
Phtthanh
Ngoitri
Ding
Thtrctip
Internet
Phngtinkhc

ctnh:
Ccctnh

Truyn
hnh

Pht
thanh

Tp ch

Bo

Phmvitonbdnscnc

Rttt

Khtt

TB

Tt

itngngilncchnlc

TB

Khtt

Rttt

Khtt

Thtrngaphngcchnlc

Khtt

Khtt

Yu

Rttt

Chiphphnngn(CPM)

TB/tt

Rttt

Tt

Khtt

Khnngthnglngthtrng

Khtt

TB

Yu

Yu

Giithiutnnhnhiu

Rttt

Khtt

TB

TB

Chngminh,giithchsnphm

Rttt

Yu

TB

TB

KhnngchuyntichititSP

TB

TB

Rttt

Rttt

Boin
uim:

Nhcim:

Lng
pht
hnh

Phm
vipht
hnh

Gi
phi
hp

Ccugi
Chit
khu

Vtr

Mu
sc

87

Tpch
uim:

Nhcim:

Kchc
Lng
pht
hnh

Mu
sc

Ccugi

Chit
khu

Vtr

Truynhnh
uim:

Nhcim:

di
QC
Chit
khu

Ccugi

Phm
viph
sng

T/cht
i
tng

88

Phtthanh
uim:

Nhcim:

di
QC
Chit
khu

Ccugi
c
trng
i
tng

Phm
vi
pht
sng

Ngoitri
uim:

Nhcim:

Quym
i
tng

Ccugi
Mc
bao
ph

/
trng
by

89

Ding
uim:

Nhcim:

Lu
lng
khch

Ccugi
Loi
trng
by

Chit
khu

Thtrctip
uim:

Nhcim:

Cc
bu
bu
chnh
C/ph
phn
phi

Ccugi

C/ph
tolp
DS

C/ph
sn
xut

90

Internet
uim:

Nhcim:

Phngtinkhc
Qungcotrnnphm

Qungcotrntrangvng

91

6
SALESPROMOTION&PERSONALSELLING

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Tngquanvkhuynmi
Khuyn mi NTD v Khuyn
KhuynmiNTDvKhuyn
minhtrunggian
Cchnhthckhuynmi
TngquanvbnhngTT
Quytrnhbnhngtrctip
Phttrinvthchinchin
lcbnhng
olnghiuqucabn
hngtrctip

Mctiu:
Hiuvaitrcakhuynmi
y
trongchngtrnhMarcom
Bitthitk mt chngtrnh
khuynmic th
Nmcchnhthckhuynmi
iviNTD vvinh trunggian
Phntchccgiaioncaquy
trnhbnhngtrctip
Xemxtsphihpgiabn
Xem xt s phi hp gia bn
hngtrctipvcccngc
truynthngkhc
Ccphngthcvchtiuo
lnghiuqucabnhngTT

92

TNGQUANVKHUYNMI
Khinim:

iu88,LutThngmi

Khuynmilnhngkchthch
y
g
(2005):
haygitrtngthmcasn
Khuynmilhotngxc
phmnhmvolclngbn
tinthngmicathng
hng,hthngphnphi,v
nhnnhmxctinvicmuabn
ngitiudngcuicng to
hng,cungngdchvbng
rastiuthnhanhsnphm
cchdnhchokhchhngnhng
lichnhtnh

TNGQUANVKHUYNMI
Mcchcakhuynmi:
Khuynminhmthcy,htrvkhuynkhchnlcbnhngca
y
y,
y
g
lclngbnhng
Khuynminhmngvinnhngngitrunggianhtrmtcch
nhittnhvtchcctrongvictipthccsnphmcacngty
Khuynminhmkhuynkhchngitiudngthhoctiptcs
dngnhngsnphmcthcacngty

93

PHNBITKHUYNMI&KHUYNMI
Khuynmi:

Khuynmi:

nhmvoitngngimua
g g
(khuynkhchkhchhngtch
ccmua),ngimualngi
chukchthch
=KhuynmiNTD/Pull

nhmvoitngngibn
g g
(khuynkhchthnhvincaHT
phnphitchccbnra),ngi
bnlngichukchthch
=KhuynmiNTG/Push

QUYTRNHLPCHNGTRNHKHUYNMI

Xcnhkhngi
mctiu

Xcnhmctiu
khuynmi

Thitkvla
chnccphng
tinkhuynmi

Trinkhai,o
lngvnhgi
ktqu

Xcnhngn
schkhuynmi

94

NHNGVNLU
u/nhcim:

KHUYNMINGITIUDNG
Mctiu:
KchthchdngthvmuaSP
g
mi
KchthchtiudngnhngSP
angbn
Bovkhchhnghintica
Cty
Phihpvicchotng
truynthngkhc

Cchnhthckhuynmi:
1.Hngmu
g
2.Phiumuahng
3.Qutng
4.Thicthngvxs
5.CchnhthcuiNTDkhc

95

1.Hngmu
K/n:
Hngmu(Sampling)
g
(
p g) lnhng
g
phinbnnhhncasn
phmthct,chamtlng
vangitiudngcth
nhgiccctnhchtca
snphm

Vd:

uim:
KchthchNTDthsnphm
p
mihiuqunht
LikoKHmi

Nhcim:
Chiphcaonht(chiphng
gi+chiphphnphi+gitr
cahngmu)

Dugiu;kemnhrng;
thcphm,thcung

Hngmu
Trnghpsdnghiu
qu:
SPctnhchtuvithnhn
SPcnhtranh
SPcsdngvmua
thngxuyn
SPctsutlinhuncao
trongkhigibnlthp
uimvccthuctnhch
yucaSPkhtruyntthng

quaccphngtinQC
Ngnschchiuthln...

Phnphihngmu:
Buphm
p
Phttnnh
Phttiimbn
nhkmhoctrongbaob
snphmkhc
Kpvobo,tpch
Phiunhnhng...

96

2.Phiumuahng
K/n:
Phiumuahng(Coupon)
g(
p ) l
phiuxcnhncphnphi
binhsnxut/ngicungcp
vchonlitiimbnl
chonhsnxut/phnphi,to
chongitiudngmtchi
muahngvigiui

uim:
Giithiusnphmmi
p
Khuynkhchmuahnglpli
ToskhcbitiviSP
tngt

Vd:
Phiumuahnggimgiintrn

mtsaucavxemphim

Phiumuahng
Phnphtphiumuahng:
Phnphttrctip,quath
p
p, q
Intrnbaobhoctrong
bo,tpch...

Thuhiphiumuahng:
Phthucphngphpphn
p
gp pp
pht;slngnginhn;nhu
cucaNTD;quynlicangi
mua;mctrungthnhvi
nhnhiu;trgi...
Tlhili:#10%sphiu
phnphi

97

3.Qutng
K/n:
Qutnglnhngmnhng
g
g
g
cbiukhng/bnvigiu
ichongimuahng(gitr
cngthm) khuynkhchh
muamtloisnphmno

Cchnhthcqutng:
Qutngtrctip
g
p
Qutngnginhnphitr1
phn:theothyucu;theo
phiuthchinlintc
Quthngtich

Vd?

Qutng
Mtslukhitngqu:
Phixydngmtthtcla
y
g
chnquvmuahnghpl
Lachnqutngphhpv
pngcmongmuncaKH
Xcnhcchcttrvi
phiuhaybngchngmuasn
phmlyqu
Lachnvlpthibiu
phngtintngqu
phng tin tng qu
Xcnhkhnngtngquhay
trtintrongtrnghptphiu
hn

Ccnguyntclachn:
Qutngphicgitrngk
gp
g
g
hncigiphitr
QutngphilmtSPhuch
ivinginhn
QutngkhngsnctrnTT
Qutngnndgiquang
buin
Qutngphikhngctnh
cnhtranhviSPkhctrongCH
cnh tranh vi SP khc trong CH
Qutngphirthpdnv
lmchokhchhngaoc
munshu
Qutngphiclinquanvi
chngtrnhQCcacngty

98

4.Thicthngvx s
Khuynmichi
Thi:

uim:

NTDphisdngknng
chinthng
PhichngminhsdngSP

Xs:
Ngithngcchnngunhin
NTDkhngnhtthitchng
minhsdngsnphm

LinkttrctipviSP
p
Tnhlachnitng
tvtrtrngbyttticcCH
TngthmcchnhthcKM
Nngcaohnhnhnhnhiu,
tngslngkhch

Nhcim:
tkchthchdngthsnphm
ChmtsloiNTDquantm

vthamdcucthihayxs
KhkhntrongtrngbySP
thng
Lhnhthcphctpvkh
thchin

5.CchnhthcuiNTDkhc
K/n:
Cchnhthcchiuthngn
g
hn,toiukingipNTDtit
kimkhiimuahng

CchnhthcuiNTD:
Gimgitrctip
g
p
Thngthmhng/baobtng
thm
Hontinmtphn
uiphihp

99

KHUYNMINHTRUNGGIAN
Mctiu:

Cchnhthckhuynmi:

Xydnghthngphnphiv
y
g
gp
p
htrSPmi
HtrchoSPangtiuth
Kchthchngibnltrng
bySP&ymnhtiuthSPc
Khuynkhchngibnld
tr

1.uithngmi&trcp
g
p
chiuth
2.Hithibnhng
3.Hinghbnhng
4.Tiliuchohng
5.Hichvtrinlm
6.Qungcohptc

1.uithngmi&trcpchiuth

100

2.Hithibnhng
K/n:
Mtkthutkhuynmirt

y
huchtrongvickchthch
nhnvinbnhngvccnh
trunggian

Hithicalclngbn
hng:
lmtngnglcvnngsut
calclngbnhngthng
qualikugitinhthncnh
tranh

Hithicanhtrunggian:
khenthngchonhngca
hngcitincktquthc
hinsoviqukh

3.Hinghbnhng
Mcch:
p
phbinccthngtin
vkch
g
thchnlccalclngbn
hngvccnhtrunggian

Lclngbnhngcacng
ty
HNBnhngdnhchongi
trunggian

101

3.Tiliuchohng
Mcch:
cdnggiithchtnh
g g
nngkthut casnphm

4.Hich&trinlm
Mcch:
giithiusnphmmi
g
p
kktcchpngbnhng
tongunKHtimnng
thuhtccnhphnphimi
xydnghnhnhcngty
thchinnghincuthtrng
quansthotngcnhtranh
hunluynnhnvinbnhng
thuthpccthngtinphnhi
thu thp cc thng tin phn hi
tich

102

5.Qungcohptc
K/n:

Qungcohptctheohng

q
qungcotrongtrchnhim
g
g
ngang
(qung co lin kt):
ngang(qungcolinkt):
vchiphcchiascho2hay
QCctitrchungbicc
nhiunhqungcotheotl
nhmithcnhtranhhot
khcnhau
ngtrongcngmtngnh

Qungcohptctheohng
dc:
QCmNSXsthanhtonli
chongibnhngtrunggian
g
g
gg
mtphnchiphmhchi
choQCtiaphngnhm
caosnphmcaNSX

THOLUNNHM
pdngkhuynmiNTD:
Xemccmuqungcosauvinvochtrng?
q
g
g

103

BITPNHM(3)
xutchngtrnhkhuynmi:
Sauthigiannghincusnxutvthnghimcngphu,cngtyUCtungrath
trngbnchinhrngmihiuDolgalomtnhsau:
> Snphmdnhchongiln,hiubitvsckherngming,cthu nhptrung
bnhcao,mangnikhvbnhnhachuvhimingmntnhdomtloinmkhu
trngvinnurngvkrng.
> BnchiDolgalocchtovilngbnchidngnghtbntrongccha
mtloithuccbittitrakhilngbmastkhinhrng.ThucnylZPO4,do
cngtySavierPhpchtoquachngminhlmsng,trhnhimingdonm
sau6lnchiviDolgalovduytrhiththmthosut3thngchiviDolgalo.
> Bn chi Dolgalo c Hi Rng Hm Mt Vit Nam v Hi Dc Phm Vit Nam
>BnchiDolgalocHiRngHmMtVitNamvHiDcPhmVitNam
chngnhntrchnghimingdonmhiuqu.
>Snphmctungrasau2thng,chtrbiphimqungcotonquc,
trnccichnh:VTV1,3,HTV7,Cn Th,Hu,Hi Phng,HNi,NhaTrang.
> Gibnchitngicao:200%sovibnchithnghiuCloseuphay Colgate.
> Doanhsbnsau2thngt70%v80%khochdoanhsra.
Bangimcyucuphngmarketingthitkmtchngtrnhkhuynmi
nhanhchngtngdoanhschosnphmny.Ngnsch200.000USD.

Mungh
Proposal

104

Mungh
Proposal

TNGQUANVBNHNGTRCTIP
K/n:
Bnhngtrctiplmthot
g
p
ngcachiuthtipcntng
ngimua cathtrngmc
tiu.Thngiptrongbnhng
trctipcbinithch
nghivihoncnhcthcac
ngimuavngibn

Bnhngtrctiplnhng
hotnggiithiuvbnsn

phmbngcchsdngnhn
vincangibn
Bnhngtrctiplstrao
ithngtinmangtnhcnhn
gialclngbnvkhchhng
nhmmcchbnsnphmv
xydngmiquanhvikhch
hng

105

TNGQUANVBNHNGTRCTIP
cim:

Vaitr:

Stipxccnhn(personal
p
(p
confrontation):Mibnu
quanstphnngcabnkia
Nuidngquanh
(cultivation)
SpngcaKH(response):
KHcmthycnghavno
trongvicnghethuyttrnhca
ngi bn v p ng li
ngibnvpngli

TNGQUANVBNHNGTRCTIP
Bnhngtrctip

vQungco:

106

TNGQUANVBNHNGTRCTIP
Bnhngtrctip

vPR:

TNGQUANVBNHNGTRCTIP
Bnhngtrctipv
Marketing trc tip:
Marketingtrctip:

BnhngtrctipvKhuyn
mi:

107

QUYTRNHBNHNGTRCTIP

Thmd

Lpk
hoch

Thuyt
trnhbn
hng

Hon
thnhvic
bnhng

Theodi
victhc
hin

Thmd

108

Lpkhoch
Cckhochcnchunb:
Lchgpkhchhng
g p
g
Khochlmvicvitng
khchhng
Tmhiunhucuvnhng
quantmcakhchhng
Danhschnhngctnhvli
chlinquan
Xlnhngdngchngic
th xy ra
thxyra

Chunbtrc:
Thngtin
Cuhi

Thngtincnchunb:
SnphmhaydchvcaCty
p
y
y
ithcnhtranh
NgnhkinhdoanhcaKH
Cnhnkhchhngvcngty

Cccuhicntrli:
Aisthamdvobuitrnh
by?
Snhnmnhlichnovi
khchhng?
Phngtintrgiptrnhby
nomngibncn?
Phngtin/tiliuhtrbn
hngnolcnthit?

Thuyttrnhbnhng

Tipcn
khch
hng

Xcnh
vn

Thuyt
minh/m
t

Xl
kin
phni

Ktthc
cho
hng

109

Honthnhvicbnhng
Nhngthtccnhonthnh:
Honttvicinvonthnghayhpng,baogmccchitit
g y p
g,
g
vquycchthchhp
Thuthpchkcangictrchnhimcaphakhchhngvi
dinbnhngcacngtykvonithchhp
Nhntintcccnthittkhchhng
Thothunvhonthnhccthtcgiytvthanhtontichnh.
Gittcnhnggiyttrnvvnphngcactychchpthunv
tinhnhthtcgiaohng
Gilibnsaoccchngtcphchunchophakhchhng
Gi li bn sao cc chng t c ph chun cho pha khch hng
Bomthigiangiaohngkhochpngyucucakhchhng

Theodithchin

110

PHTTRIN&THCHINCHINLCBNHNG
Phttrinchinlcbnhng:

PHTTRIN&THCHINCHINLCBNHNG
Thchinchinlcbnhng:

111

OLNGHIUQU

Xydngccchtiu

olngktquhonthnhthct
Sosnhktquhonthnhvicc
tiuchun
Thchinhotngiuchnh

Chtiu
nhlng:

nhtnh:

Ktqu
q
Nlc

112

Chtiunhlng
Chtiuktqu:

Chtiunlc:

olngktqu

113

Sosnhktqu

iuchnh
Tmnguynnhnlmkt
qu hon thnh khng tha
quhonthnhkhngtha
ng
Cngchayxcnhlimc
tiu

114

7
PUBLICRELATIONS&DIRECTMARKETING

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
TngquanvPR
Quy trnh PR
QuytrnhPR
CngcthcthiPR
Marketingtrctip
MarketingquaInternet

Mctiu:
HiucPRvvaitr caPR
trong chngtrnhtruynthng
cacngty
NmqutrnhPRvcccng
cPR
Hiumarketingtrctip&
Internetmarketing
Quytrnhmarketingtrctip

115

TNGQUANVPR
Khinim:
PR =PublicCommunications
Chcnng quntrnhmnh
githicacngchng,xc
nhnhngchnhschvthtc
catchclinquannlich
cacngchng,thchincc
chngtrnhhnhngt
csthnghiuvchpnhn

VinPRAnh:

Nhngnlcckhoch,ko

dilintcnhmthitlpvduy
trmithincm,thnghiuln
nhaugiatchcvcci
tngcngchngclinquan

TNGQUANVPR
cimchung:

116

TNGQUANVPR
VaitrcaPR:
PRqungbshiubitvtchc
cngnhsnphm,dchvvhot
ngcatchc
ivicngchng
nib
?

ivicngchng
bnngoi
?

TNGQUANVPR
Cngchng:
Khchhng
CquanqunlNN
Cngngdnc
Truynthngichng
Nhut
Nhmdndtdlun
Nhmgyscp
Nhcungcp
Nhphnphi

Bnngoi

Nhnvin
Qunl
[Cng tc vin]
[Cngtcvin]
[Ngivhu]

Bntrong

117

TNGQUANVPR
NhimvcaPR:

QUYTRNHPR
RACE:
Research
Action[programming]
Communication
Evaluation

118

CNGCTHCTHIPR

Giao tip lin c nhn

Giaotiplincnhn
Truynthngtchc
Truynthngtintc
Truynthngchiuth

CCCNGCCHNH

Newsmedia:publicity

Truynthngtintc

Quanhboch/tintcboch
Organisationalmedia:

Truynthngtchc
nphminn/audiovideo;Website
Truynthngchiuth

Advertising&promotionalmedia:
Qungcodidngnidung

Giaotiplincnhn

Interpersonalcommunication:
Skin/titr;Giaotipcnhn

119

Quanhboch
K/n:
Tintcboch(Publicity)lcc
(
y)
bntinhaythngipmangtnh
thngtinmcngtykhngphi
trtin(thuphngtin),bn
tinhaythngipnyc
phngtintruynthngxut
bnthaymtchocngty

uim:
Thngtincgitr,ngtincy
g
g
,
g
y

Khuytim:
Khngkimsotcccyu
ttruynthng(thigian,kch
c,tnxut,thngip)

Quanhboch
Loihnhboch:

Tintc:

Boin><bophtsng
p
g

Ccutchccquanbo
ch:
umitipxc

Hnktbi(deadline)
Bongy><botun

Yuttintc
atin
a tin

120

Quanhboch
Cngctcnghip:

Ch:

Btiliutruynthng/Thng
y
g
g
coboch
Hpbo
Tourboch

QungcoPR
Mctiu:
Nhmthngtinccthuctnh
g
hayquanimthunlica
cngtymtcchnhtqunv
ngtinnccitnggiao
tipkhcnhau

SosnhviPublicity:
Cngtyckhnngkimsot
g y
g
ivinidungthngip,hnh
thccngnhvtrvthigian
Phtsinhchiphsnxutthng
ipvmuaphngtin
Gimtnhtincycathngip

121

QungcoPR

Qungcovdoanhnghip
(Corporate advertising)
(Corporateadvertising)

Qungcovn/binh
(Issue/Advocacyads)

Qungcodidngnidung
(Advertorials/Infomercials)

Qungcovdoanhnghip
Qungcohnhnhcng
Mctiu:Qungbhnhnh
ty/qung co bo tr: l vic
ca
doanh nghip ti khch
ty/qungcobotr:lvic
cadoanhnghiptikhch
xydnghnhnhcngtynh hng/cngng
mttchcdanhtingc
trchnhimnggiaodch
kinhdoanh

122

Qungcobinh
Qungcobinhdinra
Mctiu: trnhbyquan
trong bi cnh ang c mt
im
ca cng ty v mt vn
trongbicnhangcmt
imcacngtyvmtvn
cuctranhlun nhmkhng
xhi/chnhtranggytranh
nhvtrvquanimcat titithiim
chcivivn
Vd:
Ccchcthlinquann
ccvnvthu,vicsdng
ngun lc quc gia cc lut l
ngunlcqucgia,cclutl
quynh,

Qungcodidngnidung
Bivitqungco
(Advertorial):
Boin
Kthpgiaqungco
(advertisement)vbibo
(editorial)

Tgiithiutrnsng
(Infomercial):
Truynthngphtsng:pht
thanh,truynhnh
Kthpgiathngtin
(information)vqungco
(commercial)

123

u/khuytim

Cngchngtipcn

Mcthuytphc

THOLUNNHM
TungSPmi:
MnlinTinVua
Khngsdngduchinichinlinhiuln

124

MARKETINGTRCTIP
TheoHiphimarketingtrc cimcamarketingtrc
tip Hoa K (US DMA):
tip:
tipHoaK(USDMA):
Marketingtrctiplhthng
tngtc camarketingcs
dngmthaynhiuphngtin
qungcotcngnmt
phnngpliolngc
btcmini

Cstngtc,thngtinc
lunchuynhaichiu
Cthcthchinbtk
nino
Ddngnhgihiuqu

MARKETINGTRCTIP
Mctiucamarketingtrc
iukinvtrnghpp
dng
hiu qu hot ng
tip:
dnghiuquhotng
Cungcpchokhchhng
marketingtrctip:
nhngthngtinvSPcthp
ngnhucuvcmuncah
Toracchngngtcth,
thcykhchhngthng
quaccknhtrctipmkhng
cnthngquacctrunggian
phnphi

Phixydngccsd
liuvkhchhng
Cngnghthngtinphttrin
pdngphhpvicc
doanhnghip?

125

MARKETINGTRCTIP
ctrng:

Liim:

Truynthngtheoach
y
g
(nonpublic)
Thngipcthitkring
chotngKH(customized)
Cpnht(updated):Thngip
ccpnhtnhanhhnsovi
thngiptrongqungcov
khuynmi
Linhhot(interactive):thng
Linh hot (interactive) thng
ipcththayitutheo
phnngcaKH

Khnngnhmngmctiu
g
g
Khnngcnhnhomiquan
hmuabn
Khnnghngtivictora
hnhng
Khnngtnghnhchin
lc
Khnngolngchiu
qu

QUYTRNHMARKETINGTRCTIP

Xcnhkhchhngmctiu
Xcnhmctiumarketingtrc
tip
Xydngnidungchinlccho
h
hngvccthnghimkhcnhau
th hi kh h
nhgiktquthchin

126

Khchhngmctiu
Cncvotui,giitnh,
trnh hc vn, l do mua,
trnhhcvn,ldomua,
hnhvimuatrcy
Lpdanhschcth:tn,
achcngccthngtinv
nhnkhuhcvtmlhc
cakhchhng
CRM

Vicxcnhngitng
mc tiu cho tng chin lc
mctiuchotngchinlc
marketingtrctiplcck
quantrng,nnhhngti
quytnhutcngnh
hiuqucaquytnhut

Mctiumarketingtrctip
Mctiucamarketingtrc
Khchhngkhcnhaumc
tiu
s khc nhau
tip:
tiuskhcnhau
Lmchokhchhngtimnng
cphnngmuangaylptc
Cungcpthngtincngc
hnhnhnhnhiuvuytnca
cngty
ikhi,ngitacngcht
ramctiuxemxtnhgica
khchhngvmtthngip

nothngquamcvtnh
chtcaphnngpli

127

Nidungchinlc

nhgiktqu
Thngquatlthng,
mua hng ca khch hng
muahngcakhchhng
Thngquachiph,doanhthu
vlinhunchochindch
marketingtrctip
Ngoira,cthnhgiqua
khnngtolpquanhlu
dicadoanhnghipvikhch
hng(CRM)

128

CNGCMARKETINGTRCTIP

Tele
marketing
k

Doorto
door
door
marketing
Response
advertising

Catalog

Directmail

Marketing
trctip

Online
marketing

1.Directmail
Doanhnghipgi:
thchohngg
tqungco
tgp
cchnhthcchohngkhc

Quabuintikhchhng

Mcch:
bnhngg
thuthphaytuynchnc
danhschkhchhngcholc
lngbnhng
thngbothngtinhocgi
qutngcmnkhchhng

129

2.Catalog
Doanhnghipgicccatalog
ti cc khch hng tim nng
ticckhchhngtimnng
quangbuin,datrn
cccatalognykhchhngs
thngcngquangbu
in

Onlinecatalog?

3.Telemarketing
Doanhnghipsdngin
thoi cho hng trc tip
thoichohngtrctip
nnhngkhchhngla
chn

Callcenter

tmtsinthoiminph
khchhngtmuahng,
thmchnhnnhngkhiu
nivgpcakhchhng

130

4.Doortodoormarketing
Gca,giithiusnphm
hoc cho dng th
hocchodngth

5.Responseadvertising
Nhngqungcoyucu
ngi nhn thng tin lm mt
nginhnthngtinlmmt
vicg:ctphiutrli,
nhnqutng
Marketingtngtc:
Interactivemarketing:the
abilitytoaddressthecustomer,
rememberwhatthecustomer
saysandaddressthecustomer
says and address the customer
againinawaythatillustrates
thatwerememberwhatthe
customerhastoldus.
(Deighton1996)

131

6.Onlinemarketing
MarketingquaInternet:
1. Searchengines
g
2.Qungcotrctuyn
3.Emailmarketing
4.Affiliatemarketing
5.Blogmarketing
6.Viralmarketing

uim:
?

Khuytim:
?

6.1Searchengines
ccoilslachnu
tin truy nhp tintchay
tin tc hay
tintruynhp
thngtinvmtsnphmv
dchv

Tmkimthngtinbngcch
g 1 s t kho cng c s lit
g1stkhocngcslit
kchobn1swebsite

132

6.2Qungcotrctuyn
Cngtysmuacckhng
gian qung co trn cc
gianqungcotrncc
website:boint,cctrang
web
Tiuch:slngtruycphng
ngycatrangwebsite

Vd:

Hnhthc:
banner,popup(castm)
,p p p(
)
iutratrctuyn
qungcobngccnidunga
phngtinnhlngghptrong
cctrchigame,qungcotp
tinmthanhhnhnhtruyn
phttrctip

vnexpess.net,dantri.com,
vietnamnet 24h com
vietnamnet,24h.com
webtretho,zingme

6.3Emailmarketing
Tcngtynngitiu
Sdngemail,schint
hay
catalog in t
dng
haycatalogint
Tngitiudngncng
ty
Tngitiudngn
ngitiudng

133

6.4Affiliatemarketing
Markertinglinkt:xydng
i l hay hip hi bn hng
ilhayhiphibnhng
trnmng datrnnhng
thothunhng%hoahng

Vd:
Amazonephttrintrn
p
60.000achwebsiteil

chphichitrkhibn
chng
tnhtheo%doanhthu

6.5Blogmarketing
Vicchiasnhngnhnxt
hoc quan im c nhn, to
hocquanimcnhn,to
nnnhngchtholun
trnccdinncngnhcc
hotngdochnhblogger
giithiunglink n
trangwebsnphm,dchv
trctuyn

134

6.6ViralMarketing
Marketinglantruyn:
Gingnhcchthclantruyn
g
y
camtconvirus
Hnhthcqungconybt
utgithuytmtkhch
hnglunkchongikhc
nghevsnphmhocdichv
cabnmkhchhngcmthy
hilngkhisdng

Chuyn

135

8
IMPLEMENTING&MEASURINGIMCPROGRAMS

ThS.NGUYNHONGSINH
sinhoanguyen@yahoo.com

CopyrightNguyenHoangSinh

NIDUNGBIGING
Vaitrcacngtyqung
co, truyn thng trong IMC
co,truynthngtrongIMC
Tchctruynthng
marketingtrongdoanhnghip
Cngtydchvqungco
olnghiuqutruyn
thngmarketing

Mctiu:
Hiucvaitrcacngty
g y
qungcovtchctruyn
thngkhctrongthchincc
hotngtruynthng
Bitolngnhgihiu
qumtchngtrnhIMC

136

VAITRCNGTYQUNGCO,TRUYNTHNG
Nhngbnthmgia:

TCHCTRUYNTHNGMARKETINGTRONGDN
Tchctptrung:

137

TCHCTRUYNTHNGMARKETINGTRONGDN
Tchcphnquyn:

TCHCTRUYNTHNGMARKETINGTRONGDN
Vd:

138

DNTTRINKHAI(INHOUSEAGENCY)
uim:
Titkimchiph
p
Giatngskimsot
Phihptthn

Benettonsdnginhouse
agency:

Nhcim:
tkinhnghim
Thiuskhchquan
Tnhlinhhotthp

CNGTYQUNGCO(ADAGENCY)
LdosdngcngtyQC:
Chuyngiacchuynmncao
y g
y
Chuynsumtngnh
nhgithtrngkhchquan
Nhiukinhnghim

Cungcpdchvqungco:
Tonb
Giihn
Chuynbit

139

CNGTYQUNGCO(ADAGENCY)
Dchvtonb(Fullservice):

CNGTYQUNGCO(ADAGENCY)
Tchcccbphn:
Dchv
khchhng
Ktnigia
Agencyv
Khchhng
Account
executive
executive
qunlcc
Khchhng

Dchv
Marketing
Phngnghin
cuthitkv
thchincc
chngtrnh
nghin cu
nghincu
PhngMedia
phntch,la
chnphng
tintruyn
thngvkhp
ngtrinkhai

Dchv
sngto
Sngtov
thchincc
muqung
co
Ccchuyn
Cc chuyn
giavitQung
co,ccngh
s,ccchuyn
vincbit
khc

Hnhchnh&
Tichnh
Kton/ti
chnh
Nhns

140

CNGTYQUNGCO(ADAGENCY)
Danhmcnghnghip:
GroupAccountDirector
p

AccountDirector
AccountManager
AccountExecutive
StrategicPlanner
CreativeDirector
ArtDirector
GraphicDesigner
Graphic Designer
FinalArtist
Visualizer
Copywriter
TVCProducer
PrintAdProducer

CNGTYQUNGCO(ADAGENCY)
ThlaochoAgency

Vd:

Hoahngtccphngtin
g
p
g
qungco
Phntrmtnhtrnhan
thngbnngoi
Phdchv
Khonkhenthng

141

CNGTYQUNGCO(ADAGENCY)
Ccyutnhgi:
Nnglc

Chiph

Tnhtng
hp

Chuyn
mn

Uytn

CNGTYQUNGCO(ADAGENCY)
YutlachnAgencytiVN:

FTA2010

142

XphngAgency

FTA2010

DCHVHTR
Cngtysngto:
ylmtitccbit
y
trongquytrnhsngtoca
qungco

143

DCHVTRUYNTHNG
Cngtymuaphng
tin/ch:
Lnhngcngtychuynlpk
hochmediachonhqungco
vmuachtrnccphngtin
truynthng

DCHVCHUYNBIT
BTL:

144

Directmarketing
Cungcpccdchv:

Salespromotion
Cungcpccdchv:

145

Salespromotion
LachnvxphngEvent/ActivationtiVN:

FTA2010

PR
Cungcpccdchv:

146

PR
LachnvxphngPRtiVN:

FTA2010

Interactivemarketing
Cungcpccdchv:

147

Marketingresearch
Cungcpccdchv:

IMCTIVN
Cngcsdng(ATL+BTL)vngnschIMC:

FTA2010

148

NHGIHIUQUIMC
Mtsldocnphio
lng hiu qu IMC:
lnghiuquIMC:
Trnhnhngsailmnghim
trnggytnkmchiph
nhgikhnngthngip
Giatnghiuqucachng
trnhchiuth

Mtsldokhngnno
lng:
Tnkmvchiphvthigian
Khkhntrongnghincu,kh
tchhiuqucatnghot
ngtruynthng
Khngthngnhtvnidung
olng

Quytrnhnhgi

o lng cc n lc truyn
olngccnlctruyn
thng
Lachnccthcokt
qu/cngcolng
Thitlpcctiuch
Sosnhktquthchin
vitiuchtra

149

Cngc&phngphpolng

Nhn
bit

Hiu
bit

Thuyt
phc

nh
mua

Hnh
ng
mua
Nhnqu
Nhn qu

Mt

Thm
d

NghincunhgihiuquQC
Khochnghincu:

150

NghincunhgihiuquQC
Quytrnhnghincu:

TiuchnhgiQC
Chiphqungco/1.000khngi
mctiu(CPM)
Mcbitnsnphm:c
olngtrcvsauqungco
Tl%nhngnginhnli(nh
ctrgip),nhli(nhkhngcn
trgip)nhngchitittrongthng
ipqungco
nhgicakhchhngvcc
thng ip qung co (tnh gy n
thngipqungco(tnhgyn
tng,khnngtonimtin)

Mcathchcakhchhngi
vithngipvchngtrnhqung
co
Slngngihimuasnphm
cqungcosauchngtrnh
qungco
Doanhthucasnphmc
qungco:colngtrcv
sauchngtrnhqungco

151

Tiuchnhgichngtrnhkhc
Khuynmi:
Tlitngbit,thamgia,

g
,
g ,
nhnxtvchngtrnhKM
Sthayitronghnhvimua
caitng
Sosnhgianicvkhngc
KMhaytrcvsaukhithc
hinKM
Doanhthu:saukhiktthcv
trc khi bt u chng trnh
trckhibtuchngtrnh
KM
TschiphKM(giithng,
qungcochoKM,qunlKM)
trndoanhthu

Bnhngtrctip:
Tiuchnhlng
g
Tiuchnhtnh

Bnhngtrctip
Tiuchnhlng:
LngbntheoSP,theonhm
g
,
khchhngvtheokhuvc
Tsgialngbn/hnngch
haytimnngkhuvc
LigptheoSP,nhmKHv
khuvc
SLvg/trcaccnthng
Tlktthc:snt
hng/slnthmving
hng/s ln thm ving
Khchhng:TlKHcvmi
Tlthmhi:Slnthmhi
trongmttun/ngy
Chiphbnhngtrctip/DS

Tiuchnhtnh:
KinthcvSP,vchnhsch
,
caDNvvithcnhtranh
Squntrthigianvchun
bchocccucthmvingKH
Ccquanhvikhchhng
Vngoicanhnvin:u
tc,quno,phongcch
Ctnhvthinhtnhhp
tc,tnhsngto,thinghim
tc tnh sng to thi nghim
tcvtm

152

Tiuchnhgichngtrnhkhc
Quanhcngchng:
Slngkhngicaphng
g
g
p
g
tin
Mcthayivsbitn,
shiu,thi
Mcnggptidoanhs
vlinhun

Marketingtrctip:
Tsgiasnthngv
g
g
scucgiinthoi,th
gi,fax,emailgi
Tschiphmarketingtrctip
trndoanhthuthotng
marketingtrctip
Tnhphihpgiacccngc
marketingtrctipvbnhng
trc tip gi th gi in thoi
trctip:gith,giinthoi,
chohngtrctip

ThankYou

153