Lp k hoch truyn thng Media and communication plan

Bt c mt media planner k cu no cng tng tri qua thi k b ng, t hi gch u dng ca mt media plan gm nhng phn no? Xy dng k hoch truyn thng th no cho chuyn nghip? Hm nay Event Channel s hng dn cc bn xy dng k hoch truyn thng sao cho hiu qu vi cc gch u dng c bn: 1.Nhng thng tin c bn: Thng bao gm - Mc tiu ca k hoch, v d tung sn phm mi, gi nhc v sn phm, tng nhn bit thng hiu (brand awareness), thc y sales Ngoi ra khng th thiu cc mc tiu nh tnh nh ph (coverage) hay s ngi tip cn (reach) - i tng khch hng mc tiu: Gii tnh, tui, thu nhp - Concept chnh, thng ip cn truyn ti: y l tri tim ca mt Media Plan nn bn cn dnh thi gian lm r n - Thi gian thc hin: C th k hoch truyn thng c chia nhiu giai on nh giai on Teasing (gy t m), giai on lm nng, giai on thc y, giai on gi nhc, mi giai on c nhng knh truyn thng, thng ip v cch tip cn ring. Tt c nhng iu ny da trn chin lc Marketing, PR ca bn.

V d:Key concept: Kem nh rng X l kem nh rng gip em li hi th thm tho, hm rng trng, tng s t tin cho gii tr Selling Points: Functional: C ht tinh th nh bay vt trn rng v hng v bc h thm mt Emotional: Tr trung, nng ng, bao b hin i im khc bit so vi sn phm cnh tranh: nh vo phn khc gii tr v mang phong cch hin i Khch hng mc tiu ch yu: Nam n tui t 18 n 28, thu nhp ABCD, d ti pthu ci mi 2. Cc cng c & cch thc hin

Tng quan k hoch Marketing v v tr ca cc cng c truyn thng Bn cn nh ra cc cng c truyn thng ch yu v cng c s s dng cho k hoch ca mnh. mi cng c bn m t nhng quy cch nh thi gian 1 spot qung co, kch thc 1 printAd, banner hay quy cch 1 bi PR, thi gian, tn sut pht sng Mt s knh thng s dng v cng c tng ng l: - Qung co truyn hnh: TVC, product placement - Qung co trn Radio - Knh bo, tp ch: Bi PR, Advertorial, printAd - Qung co trn website: Ads banner, bi PR, sticky post - Qung co ngoi tri (OOH, out of home: Billboard, xe bus - Qung co trn thit b di ng: Mobile Marketing, SMS Marketing - Ti tr: Ti tr Event, cuc thi, cc chuyn mc trn bo i - Hot blogger: Bi PR, banner V d:Knh TV Mc ch: Tng cng nhn bit dng sn phm mi, kch thch mua hng bng chng trnh khuyn mi trng chuyn du lch Thi gian: T thng 7 n thng 9 Ni thc hin: Ton quc

 K hoch pht TVC: Thng 7, 8: Spot 30s gii thiu dng sn phm mi Thng 9: Spot 15s nhc nh sn phm mi, spot 30s gii thiu chng trnh khuyn mi

V d v k hoch PR trin khai trn knh bo ch. (Click vo xem r hn) 3. Ngn sch v chi ph Bn nn lm r tng ngn sch cho tng phng tin, tng knh (TV, bo), v tng ngn sch cho tng thi k (teasing, follow up)

V d:Print: Newspaper

$906,800

Magazine $ 78,500 Total $985,300 Digital Media Television $9,895,000 Web $375,000 Total $10,270,000 Sponsorship $6,880,000 Total Advertising: $18,135,300

V d v d tr kinh ph cho knh qung co ngoi tri

V d v d tr kinh ph cho knh qung co bo v tp ch 4. Tin trnh thc hin Bn nn c mt timeline tng th v thi gian airing ca tng Knh thy c tng quan k hoch truyn thng ca bn. Mt phn khng th thiu l tin cho cc cng vic nh sn xut TVC, thit k printAd