Thut ng v PR

Above the line: thut ng dng ch cc hnh thc qung co phi tr tin v phi c hoa hng cho i l qung co. Cc phng tin chnh l TV, radio, bo tp ch v internet. Acceptable price range: hn mc gi c c th chp nhn c - nu bn di gi ny ngi mua s lng l v e s hng dm nhng nu cao hn th li ch mong i t sn phm s khng tng xn vi ci gi ngi tiu dng phi tr. Access barriers: cc ro cn thm nhp (th trng) - cc nhn t nh thu m v cc quy nh lut php ngn tr doanh nghip vi khch hng tim nng lm thu nh quy m th trng Accesibility: c th tip cn c - mt trong bn nhn t gip phn khc th trng hiu qu ( bn cnh measurability, substantiality, actionability). Nhn t accesibility mun lu rng nhm khch hng m doanh nghip la chn phi c th tip cn n phc v c. Account executive/ account manager: nhng ngi chu trch nhim qun l thng tin v giao dch ca mt hoc mt nhm khch hng. Accontant marketing: thut ng thng dng ch phng cch marketing cao nhng mc tiu ngn hn m xem nh s pht trin lu di v bn vng. Action Plan /Action Program: k hoch hnh ng - mt k hoch cho thy nhng cng vic marketingchnh yu no cn c gim st v trin khai, thi gian thc hin Actionability: mt trong bn nhn t gip phn khc th trng phn khc th trng hiu qu ( bn cnh measurability, substantiality, actionability). Nhn t accesibility mun lu rng nhm khch hng m doanh nghip la chn phi c th tip cn n phc v c. Active Listening: nghe mt cch ch ng - lng nghe kin ca khch hng, bao gm c yu cu phn tch nh gi trong qu trnh nghe i vi nhn vin kinh doanh bn hng. Ad: mu qung co nh Ad Hoc Marketing Research: Nghin cu nhng tnh hung c th trong marketing Adaptive Selling: Chin thut bn hng kiu thch nghi - i hi ngi bn phi ho nhp li sng ca mnh vi khch hng ti a ho hiu qu hot n Added Value: gi tr cng thm Administered Prices: gi ca nh qun tr - gi nh hng vo chi ph theo quan im ca doanh nghip m khng cn xem xt n cm nhn ca khch hng. Administered Vertical Marketing System: H thng marketing theo chiu dc - cch thc t chc h thng phn phi m theo dng sn phm t nh sn xut n ngi tiu th cui cng thng qua mt h thng thng nht. N khc vi h thng marketingngang l do 2 hay nhiu cng ty cng hp lc khai thc cc kh nng marketing ang m ra.

Adversarial Shopper: Nhng ngi lun mong mun c c gi tr cao vi gi c thp, lun mc c khi mua hng. Advertising: qung co Advertisment: mu qung co Advertising Agency: i l qung co - mt cng ty chuyn v thit k, sng to v t ch qung co trn cc phng tin truyn thng, thng th ngi ta dng ting Anh lun ch t dch ra ting Vit Advertising Allocation /Advertising Budget: Ngn sch qung co Advertising Copy : Ni dung cha trong mt mu qung co Advertising Effectiveness: hiu qu ca qung co - thng o lng da trn cc tiu ch : doanh s bn hng, mc nhn bit thng hiu, Advertising Media: (s nhiu, s t l advertising medium) phng tin qung co - bo, tp ch, poster v.v. Advertising Message : thng ip qung co Advertising Objectives: mc tiu qung co - qung co thng bo, qung co thuyt phc hay qung conhc nh. Advertising Planning Process: Quy trnh lp k hoch qung co Advertising Research: nghin cu kho st qung co gm cc giai on: nhn dng khch hng mc tiu, ra mc tiu, hoch nh ngn sch, chn phng tin truiyn thng thch hp v o lng hiu qu qung co. Advertising speciality: c phm qung co nh mc kho, bt bic in logo hay thng tin qung co v cng ty After-sales service: dch v hu mi After-the-Fact Control System See Adaptive Control System; Marketing Control System; Reactive Marketing Control System; Steering Control System. Agent: i l bn hng Agribusiness: marketing thc n v nhng sn phm c ngun gc thc vt AIDA Concept: Cng thc AIDA - cng thc dng trong vic bn hng, bao gm to s nhn bit (Aware), thu ht s quan tm (lnterest), kch thch s mong mun(Desire) v khuyn khch hnh ng (Action), tc l mua. Aided Recall Test # Unaided recall test : thut ng thng dng trong kho st nghin cu marketing. o lng hiu qu qung co, ngi ta dng phng php kim tra ngi c phng vn (p vin) c nhn thy sn phm, nhn hiu khi dy tr nh v s nhn bit

Air time: khong thi gian dnh qung co trn phng tin truyn thng nh TV v radio AIO Statements: cng thc AIO - biu l thi (Attitude), s quan tm (lnterest) v kin (opinion) v sn phm. All-We-Can-Afford Method: cn gi l What -we-can-afford Method - mt phng php nh ngn sch cho hot ng marketing da vo kh nng ti chnh ca cty. Allowances: khon chit khu - dng ch khon tin cty bt cho i tc v thanh ton tin sm, mua hng vi s lng nhiu Alternative Advertising: Vic qung co khng da vo cc phng tin truyn thng Alternative Close: kt thc bng la chn - dng trong bn hng ch cch thc ngi bn kt thc vic cho hng ca mnh bng cach a ra cho khch hng 2 s la chn buc h phi chn mt trong hai. V d: "B ly ci mu hay mu xanh?" Alternative Media: phng tin truyn thng khng mang tnh truyn thng, v d catalogue in t Area Market Specialist: ngi ph trch khu vc - gim c marketing c am hiu su sc v a phng no th c giao qun l hot ng marketing a phng Art director: gim c m thut, chu trch nhim v nhng cng vic lin quan n sng to cc cty qung co At-Home TV Shopping: hnh thc mua bn qua truyn hnh - khn gi xem gii thiu sn phm trn truyn hnh ri t mua qua in thoi, thanh ton bng th tn dng Attitude Tracking: vic o lng mc tho mn thng qua thc t cm nhn ca khch hng Attitudes: thi ca khch hng (i vi sn phm, thng hiu) Brand : nhn hiu Brand Valuation: nh gi thng hiu Brand Measurement: o lng thng hiu Brand Strategy: chin lc thng hiu Brand mission: s mng thng hiu Brand Vision: tm nhn thng hiu Franchising: nhng quyn thng hiu Brand Valuation: nh gi thng hiu Brand Measurement: o lng thng hiu Brand Architecture: Kin trc thng hiu Co-branding: hp tc thng hiu Brand promise: li ha thng hiu Brand Awareness: s nhn bit thng hiu Brand Extension: m rng thng hiu Brand Positioning: nh v thng hiu Press release/News release: Thng co bo ch Media kits/press kits: Nhng ti liu thng nh km thng co bo ch h tr thng

tin cho thng co bo ch, dnh gi cho phng vin. Bao gm tiu s cng ty, gii thiu v sn phm, hnh nh hot ng, hnh nh sn phm...Ngi ta cng c th a media kits ln website ca cng ty cho phng vin tin truy cp v s dng. Letter to editor : Th ng, thng gi cho tng bin tp, phng vin, bin tp vin...Ngi ta thng gi th ng km thng co bo ch. TRong th ng gii thiu s qua v bn thn, cng ty, sn phm, dch v, s kin sp din ra hoc s kin cn a tin , vit bi. Thng l phi nu 1 s l do thuyt phc to son ng bi, chng hn nh y l s kin nng hi m bt c c gi no ca qu bo cng quan tm.i khi ngi ta cn gi y l Cover letter. Press conference: Bui hp bo, cc cng ty thng t chc hp bo khi sp sa tung SP mi, khi cty gp khng hong cn a tuyn b chnh thc ca cty ra d lun.. Media list: Danh sch truyn thng. thng ip ca cty tip cn ng i tng khn gi mc tiu, ngi lm PR cn khoanh vng cc phng tin truyn thng , bo ch thch hp trong 1 danh sch. Press cliping service: Tm dch l dch v thu thp thng tin. KHi cng ty mun nm tin tc hng ngy t cc phng tin truyn thng, th thng la chn hnh thc "nh c tin tc dm". Cc cng ty cung cp dch v ny s gi n cty nhng bn scan, bn copy cc bi bo theo nhng thng tin m cty yu cu. Nh nhng thng tin ny, khng cn mua bo v v tn thi gian c, cty vn c th nm bt nhanh nhy cc thng tin v cty v a ra hnh ng ng ph kp thi nu l tin xu Advertorial: Nhng bi bo thng mi, l khi nim ch vic cty mua trang trn cc bo a nhng thng tin mnh cn a. Cc cng ty thng trnh by advertorial theo phong cch mt bi bo thng thng, i lc thng tin "trng c v" khch quan tng sc thuyt phc, khc vi hnh thc qung co l cng khai tung h v mnh.(Tuy nhin 1 s bi advertorial trn bo ch VN hin nay c vo l bit c mi qung co, ci th min bn y). Above the line campaign: 1 chin dch marketing ch dng qung co Below the line campaign: 1 chin dch marketing ko dng qung co, thay vo l cc hnh thc xc tin khc nh PR, marketing trc tip, khuyn mi... Sector/trade press: tm dch l bo ch dnh cho cc i tng c gi chuyn bit, v d t t vit Nam dnh cho i tng c gi l nhng ngi quan tm n t nh ngi SX, bun bn t, ngi m t... Teaser: Hot ng li ko s ch , t m ca khn gi trc 1 chin dch PR.