Tnh hung 1:Mt cng ty A a ra sn phm mi ca mnh v rao bn trn mng internet.

Trong khong thi gian 2 thng thu c 120 phn hi,bnh lun;750 ngi thch;nhn c 100 cuc gi phn nh ca khch hng v c 450 ngi t n hng mua.Theo anh(ch) vi nhng thng s cho trn cng ty nn p dng cng c o lng no? V sao?Vi nhng s liu cho trn cng ty A nn p dng cng c o lng nh gi u ra, c th l o lng thng ip lan truyn. V vi mc ch qung co kt hp rao bn sn phm v thng hiu cng nh thu ht ngi tiu dng, ngi xem khi tham gia internet nn vic dn s dng cng c o lng nh vy l hon ton hp l. Nhm gip cho cng ty nm bt c liu thng hiu ca mnh c truyn i bao xa th vi cc s liu nh s lng ng nhp phn hi hay lt thch nh vy s gip cng ty d dng c kt qu v hiu qu nh mong mun. Cng vi l vic vi cng c o lng nh trn cng ty A cn c th bit mc gn kt ca khch hng, tm kim ngi hm m, ko thm ngi tham gia v gia tng ting ni ca thng hiu th cc con s nhu s like, lt phn nh hay n t hng c th gip doanh nghip nm bt c cc kt qu ny.V d nh vic s lt like c th gip cng ty lan truyn thng tin v thun li hn cho qu trnh tm kim ngi hm m, hay nh cc n t hng c th thy s gia tng ting ni hay tng s tham gia thc s ca ngi tiu dng.T nhng phn tch trn c th cho thy vic la chn cch thc o lng nh vy l hon ton hp l v ph hp vi mc ch m cng ty ang hng ti. Tnh hung 2: Trong vng 1 thng,mc tiu ca cng ty cng trnh th H Ni l phi lm cho ngi dn hiu c mc tiu hot ng ca chng trnh v sinh ng ph cho mng ngy 1000 nm Thng Long H Ni v nhn c s ng h ca mi ngi.Hy ch ra cc mc o lng hiu qu ca vic PR trong tnh hung trn?V sao? C 3 mc o lng hiu qu ca PR l: + Mc 1: o lng thay i nhn thc. + Mc 2: o lng thay i thi . + Mc 3: o lng thay i hnh vi. Vi tnh hung nu trn ta c th c 2 mc o lng l mc 1 v 2. L do l vi mc 1 l o lng thay i nhn thc th cng ty cng trnh th H Ni t ra mc tiu l 1 thng th ngi dn hiu c mc tiu ca chng trnh, ngha l sau thi gian trin khai chng trnh ci m cng ty hng ti chnh l i vo nhn thc ca ngi dn gip ngi dn h hiu c gi tr ca chng trnh chnh v vy chng ta cn mc o lng ny xem xt xem vic m cng ty trin khai c c nh mong mun mc tiu ra hay khng, nhn thc ca ngi dn th no? Bng cc bin php c th o lng n. Cn vi mc 2 l o lng thay i thi th mc tiu chung th 2 ca cng ty l ngi dn ng h chng trnh ny v nhn c kt qu nn vic o lng mc 2 mi c th cho thy mc thay i thi nh th no v l hon ton hp l bit s ng h . Cn vi mc 3 th s khng hiu qu v th nht cha ng vi mc tiu cng ty hng ti v cha c c s hay phn ng tch cc c th o lng vi nh d liu bi cho.

Tnh hung 3: Cng ty VINAMILK b ra mt khon tin thc hin chng trnh pht sa min ph cho tr em ngho.Sau mt khong thi gian ngn thc hin chng trnh, hnh nh ca cng ty tng ln 20%, nhiu ngi bit n sn phm hn? Hy ch ra mc o lng hiu qu ca PR trong tnh hung trn.Mc o lng tnh hung trn l mc 1 l o lng thay i nhn thc.V vi tr em ngho vic ung sa l kh khn v vic bit cng nh tm hiu v lo sa no cho ph hp hay tt nht cng l khng h d. nn vi cch thc pht sa min ph nhu vy th chc hn mc tiu ca doanh nghip s bao gm nhng hm tha mn trn, ng thi kt hp vi l vic thng hiu VINAMILK t y khng ch c tr em ngho bit ti m nhng nh hng ca hot ng ny ti cc i tng quan tm hay doanh nghip hng n u bit. chnh v vy vic o lng thay i nhn thc thng qua cc cch thc khc nhau s cho cng ty bit c s hiu qu ca PR trong tnh hung trn. Tnh hung 4:Thng hiu gu TEDDY t chc gii thiu nhng ch gu vi nhiu mu m khc nhau, hnh nh khc nhau. Hot ng PR thu c 2,67 t ln thng ip xut hin t TV(12h), Radio (36h), cc trang bo, trang web vi con s hng t ngi tham gia.Vi nhng thng s trn,thng hiu gu TEDDY thnh cng trong cng c o lng no? Cng c o lng thnh cng l o lng thng ip lan truyn thng qua s ln xut hin ca cc thng tin i chng. V S ln thng ip xut hin trn phng tin thng tin i chng (Media impressions): - bo in/bo in t, pht thanh, truyn hnh - Thng hiu gu TEDDY t chc gii thiu nhng ch gu vi nhiu mu m khc nhau, hnh nh khc nhau. Hot ng PR thu c 2,67 t ln thng ip xut hin t TV(12h), Radio (36h), cc trang bo, trang web vi con s hng t ngi tham gia. .Tnh hung 5:Viettel t chc sn xut v pht sng trn truyn hnh chng trnh Nh nng hi nhp. Chng trnh hin c pht sng trn 16 i truyn hnh tnh khu vc pha Bc vi thi lng 15 pht/chng trnh, tn sut:1 chng trnh/tun. D kin nm 2010 s m rng pht sng thm 14 i truyn hnh a phng ri u trn c nc.Theo anh (ch) Viettel nn p dng cng c nh gi no. S lng thng co c tnh theo s chng trnh pht sng trong mt khong thi gian nht nh l 15 pht/ ctrinh/tun S lng tin bi c a tin trn phng tin thng tin i chng gm 16 i truyn hnh khu vc v 14 i truyn hnh a phng ri u trn c nc. Press clippings/Radio-TV mentions Ad equivalency Qun l hiu sut cng vic ca nhn vin. o lng sn lng. Tnh hung 6: Ngy 5/9 An v mt nhm bn c d nh: Trong vng mt thng sp ti An s khai chng ca hng bn qun o dnh cho hc sinh sinh vin ti s 11 ng T ca trng i hc Nng nghip H ni. An nh m ca hng vo nhng ngy gip ngy 20/10. chun b cho ln m ca ny An lin tc pht t ri ti cc cng trng ni hc sinh sinh vin i li nhiu sau mi gi tan hc. Gi Gmail n cc lp, treo p phch, bng rn ti ni sp m ca. Ca hng s bn gim gi 30% trong cc ngy t 18/10- 20/10 v nhng khch hng u tin s c nhn nhng phn qu may mn. Khng ch c cc loi mt hng phong ph a dng, gi c li cnh tranh, n vi ca hng ca An khch hng cn c t vn min ph cch phi mu, chn tng bn sao cho ph hp vi tui v ti tin ca khch hng. Kt qu: c rt nhiu ban bit n ca hng v trong vng mt tun u

tin c 250 lt khch vo thm qun, bn c 70 mn vi tng tr gi nn 3 triu ng. Hy nh gi hiu qu chng trnh PR m An lm. Chng trnh m an lm.th nht l tm c ng khch hng mc tiu, nh c vo tm l ca h v gy c s ch .iu ny ng ngha vi vic an to c mt hnh nh v sn phm v dch v m an lm ti tm tr ng tiu dng. Th hai l Qua kt qu cho thy tn hiu chng trnh kinh doanh rt tt.nh s lnh hi v nhu cu , s thch v kh nng ca sv nng nghip v vn dng n vo mc ch dch v nn nhn c phn ng tch cc t pha khch hng.h quan tm ti sn phm ,dv ca mnh v cn chia s cho bn b cng bit. C th l c rt nhiu bn bit n ca hng v trong 1 tun u tin c 250 lt khch vo thm qun, bn c 70 mn vi tng tr gi nn 3 triu ng. Tnh hung 7: Hy nh gi cch gy s ch ca cc ca s hin ny qua cc v Scandal.Theo bn, c phi l mt trong nhng hot ng PR hnh nh ca h trc cng chng? Scandal ca cc ca s xut hin trn mng ngy mt nhiu. c th l nhng scandal t trn tri ri xung, cng c th l do chnh cc ca s t to ra nh bng tn tui. C mi khi chun b c mt album c pht hnh, hoc mt liveshow c t chc l cng ng mng li c dp xn xao. Khng phi xn xao v album hay liveshow sp ra mt , m thng th iu h quan tm li l nhng scandal v tnh xy ra ng thi im y xung quanh ngi ca s. Cc ca s c thi nhau tm cch to ra tn tui cho mnh, nhng dng nh li khng quan tm xem tn tui ca mnh gn vi iu g.Cc khn gi v c dn mng ang ln ting rm r trc tnh trng ny.cch gy s ch ca cc ca s hin nay qua cc v scd lm nh hng rt ln ti ln sng d lun v tn k t giy mc ca bo ch v truyn thng. Ni v Scandal . n l cng c hu hiu gip pr hnh nh ca cc ca s.Vi mt ngoi hnh d nhn, mt ging ht c th nghe c liu bn c bao nhiu c hi tr nn ni ting trong mt th trng m nhc m bt c gc nhn no cng phi n om m mt vi y sao to sao nh chen chen chc chc? Con ng d dng nht c l l t to cho mnh mt scandal.Nu bn c thc lc hoc mt tim nng no hin ang tim n v ch c khm ph khi bn c mi ngi bit n, th vic t to mt scandal nh bng tn tui khng hn l mt ci g qu tiu cc. Tuy nhin, ci g cng c ngh thut ca n v to scandal cng vy. Nu khng th to cho mnh mt scandal c v bc hon ho, th ch t scandal y cng phi bit nhn o cha cho bn mt con ng v sau khi a bn n vi cng chng.