Chng 3

Qu trnh truyn thng v

Chin lc phng tin
truyn thng

GV: Th.S Phm Long Chu

Khoa Kinh t, h Thng Long

NI DUNG CHNH

Qu trnh
truyn
thng
Chin lc
phng
tin truyn
thng

Khi nim
M hnh truyn thng

Khi nim
Quy trnh lp k hoch
phng tin truyn thng
Cc loi phng tin
truyn thng

3.1. Qu trnh truyn thng

Khi nim: Qu trnh truyn thng l qu trnh thit

lp s thng hiu gia ngi gi v ngi nhn

thng tin
Cc thnh phn chnh:
Ngun pht/ngi gi
M ha
Thng ip
Knh truyn thng
Gii m
Ngi nhn
Phn ng p li
Thng tin phn hi
Yu t gy nhiu
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M hnh truyn thng

Phm vi
ngi gi
Ngi
gi

M ha

Phm vi
ngi
nhn
Thng
ip
Knh

Gii m

Ngi
nhn

Nhiu

M hnh truyn thng

Ngun pht/Ngi gi: L doanh nghip, c nhn

hoc c quan, t chc no c nhu cu gi thng

tin cho khch hng mc tiu ca mnh
Ngun pht c coi l ng tin nu:
Khch quan v mang tnh thng tin cao, khng
c thnh kin
Hiu c iu quan tm v hon cnh ca
ngi nhn
C mc ch chnh l v li ch v quyn li
ca ngi nhn

M hnh truyn thng

M ha:

Ngi gi m ho tng thnh mt thng ip,

din t tng bng ch vit, li ni, m thanh hay
hnh nh thch hp v c ngha ngi nhn hiu.
Dng m ho

Ngn ng

Hnh nh

m nhc

Ni

nh

T nhin

Vit

Tranh v

Nhc c

Li nhc

th

Ging
ni

Chuyn ng
Chuyn
ng
Tc
Hnh dng
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M hnh truyn thng

Thng ip:

l thng tin c ngha (ct li) m ngun pht

mun chuyn ti
c th c din t bng li hoc khng phi
bng li, hnh nh, ch vit, biu tng
cn c xem xt ph hp vi knh truyn thng

M hnh truyn thng

Knh truyn thng: Tp hp nhng phng tin

m thng tin c truyn t ngi gi n ngi

nhn
C hai loi knh truyn thng:
Knh trc tip: thng qua tip xc trc tip, mt
i mt. y l ngun thng tin c sc nh
hng ln n ngi tiu dng
Knh gin tip: thng qua cc phng tin thng
tin i chng nh: truyn hnh, truyn thanh, bo
ch Thng ip thng qua knh ny c gi
n nhiu ngi cng mt lc

M hnh truyn thng

Ngi nhn: l ngi m ngun pht mun chia s,

phn pht cc tng hay thng tin ti.

Gii m thng ip: Nhn c thng ip, ngi

nhn hiu, lu gi hay loi b thng ip

Phn ng p li: tp hp nhng phn ng ca

ngi nhn sau khi thy, nghe hoc c thng ip

Thng tin phn hi: mt phn p ng ca ngi

nhn sau khi thy, nghe hoc c thng ip c

thng tin tr li cho ngi gi => Xc nh s thnh
cng hay tht bi ca qu trnh truyn thng

M hnh truyn thng

Nhiu: Tnh trng bin lch

ngoi d kin do mi trng

trong qu trnh truyn thng
lm thng tin n vi ngi
nhn khng ng vi thng
ip gi i
VD: ting n, ngi s dng
phng tin iu chnh m
thanh to nh, i truyn
hnh gy nhiu sng

10

M hnh truyn thng

Gi c 1 chng trnh truyn thng hiu qu:

Ngi gi tin phi bit mnh truyn tin n nhm
cng chng no, v mun c phn ng p li nh
th no?
Thng tin phi c m ha di dng ph hp; m
ha ri phi gii m c; m ha phi n khp vi
gii m
Ngi gi phi truyn thng ip ca mnh bng
nhng phng tin truyn thng c hiu qu n
ngi nhn
Ngi truyn thng phi thit k thng ip lm sao
n vn thu ht s ch d xung quanh c nhiu
tc nhn lm phn tn
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M hnh truyn thng

c im ca cng chng v vic tip nhn thng
tin
Nhng ngi c hc vn/tri thc cao thng kh b
thuyt phc
Ph n d b thuyt phc hn n ng. Tuy nhin,
ph n theo vn ha truyn thng d b thuyt phc
hn so vi ph n hin i
Nhng ngi theo m ng d b thuyt phc hn
nhng ngi c quan im c lp. Ngi Vit
Nam hay hnh ng theo m ng trong mua sm
Nhng ngi thiu t tin d b thuyt phc hn

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3.2. Chin lc phng tin truyn thng

3.2.1. Khi nim: Chin lc phng tin l s cn
nhc la chn cc phng n truyn thng thch hp
thc hin mc tiu qung co/IMC v chin lc
thng ip

13

3.2.2. Quy trnh lp k hoch phng tin

truyn thng

Phn
tch
chun
b

Xc
nh
kh
nng
phng
tin

nh
gi
phng
tin

La
chn
phng
tin

Lp
thi
gian
biu

14

Bc 1: Phn tch chun b

Xc nh mc tiu marketing => quan trng, quyt

nh n s thnh cng hay tht bi ca mt chin

lc phng tin
Hiu bit i tng nhn tin:
i tng nhn tin l ai?
Trnh hc vn?
c im vn ha...
=> Cc yu t trn chi phi n vic la chn
phng tin
Phn tch chin lc qung co v chin lc
phng tin qung ca TCT
15

Bc 2,3: Xc nh v nh gi cc kh
nng phng tin
1. Phn tch nh lng

Phm vi

Chi ph
trn hiu
qu

Phn
tch nh
lng

Tn
sut

im
nh gi
chung
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1. Phn tch nh lng

a) Phm vi hot ng ca phng tin:
M t kh nng ca phng tin tip xc vi i

tng
Xc nh bng lng ngi s dng phng tin
trong mt thi im nht nh
Phm vi hot ng ca bo v tp ch c o lng
thng qua s pht hnh
S pht hnh c mua trong mi ln pht hnh
S pht hnh t trc (s ngi ng k mua trong
ln pht hnh trong mt khong thi gian no )
S pht hnh ti cc sp bo (s lng c mua
trn c s bn l cc sp)
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1. Phn tch nh lng

a) Phm vi hot ng ca phng tin
Phm vi hot ng ca truyn hnh v i pht thanh
c o lng theo:

T sut chng trnh =

T l chng trnh =
(Rating)

S h gia nh xem/nghe chng trnh

S h gia nh c TV/Radio

S h gia nh xem/nghe chng trnh

S h gia nh m TV/Radio

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1. Phn tch nh lng

b. Tn sut pht thng ip: L s ln mu qung co
xut hin trong 1 giai on c th ca 1 k hoch
c. im nh gi chung (GRP - Gross Rating Point) l
thc o tc ng chung ca k hoch phng tin
qung co
GRP = Phm vi trung bnh x Tn sut pht trung bnh
VD:
Chng trnh 1: Phm vi trung bnh: 25% (pht vo 3h
chiu), tn sut: 7 ln
GRP = 25% x 7= 175%
Chng trnh 2: Phm vi trung bnh: 75% (pht vo 7h
sng), tn sut: 3 ln
La chn
GRP = 75% X 3 = 225%
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1. Phn tch nh lng

d.

Chi ph trn hiu qu:

Chi ph phn ngn (CPM - Cost Per Thousand
Media): thc o cho bit nh qung co phi xc
nh bao nhiu tin n vi 1000 ngi

CPM =

Chi ph phng tin

S lng i tng tip cn c

x 1.000

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2. Phn tch nh tnh

c im i tng phng tin: S ph hp gia

th trng mc tiu v i tng ca phng tin

Mc truyn thng ip: Hiu qu ca mt thng
ip thng ph thuc vo mi trng m phng
tin qung co to ra. Cc yu t quyt nh mc
truyn thng ip:
Mi trng bin tp
Tnh cht ca sn phm
c im k thut ca phng tin
Qung co cnh tranh

21

2. Phn tch nh tnh

C hi tip thu qung co

Vic trnh by mt mu qung co c th khng

dn n nhn thc thng ip ngay lp tc, do
i tng ang b chi phi bi cng vic khc.
Cn s dng cc k thut gy ch nh:
Gch m tiu
Mu sc sc s

Hiu qu tn s tch ly: i tng nhn tin ch

nhn thc c thng ip khi c c hi tip xc
nhiu ln.
Chn mt phng tin hay kt hp mt nhm
cc phng tin thc hin s lp li cn thit
trong khong thi gian mong mun.
22

Bc 4: La chn phng tin

K thut tuyn tnh: Kt hp ng thi cc

phng tin qung co vi mc tiu t c s
ln lp li tt nht

K thut tun t: Ban u la chn nhng

phng tin tt nht c xc nh bi phm vi
qung co, chi ph phn ngn, sau mi la
chn cc phng tin khc.
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Bc 4: La chn phng tin

K thut m phng:
Trn c s gi nh, a ra cc phng n gi
nh v cc phng tin qung co c la chn
nh gi theo gi nh v cc ch tiu cng chng,
chi ph, li nhun la chn phng tin qung
co
V d: QC thuc b cho ngi gi, x phng git,
in thoi di ng
Lm nh tht, cho khch xem ri kim tra xem h
nh n u thng ip qung co trn cc
phng tin qung co khc nhau

24

Cc yu t nh hng n vic la
chn phng tin
Phm
vi pht
hnh
ca PT
c
im
c gi
ca PT

Chi ph

Mc
tiu QC

Ngn
sch
QC

Cc yu
t nh
hng

Tn
sut
ca PT

c
im
KH

Phm
vi hot
ng
PT

25

Bc 5: Lp thi gian biu phng tin

1.

Cn c lp thi gian biu

Da vo c trng ca phng tin (khng th
qung co 2 ln/t bo ngy)
c im ca cng chng nhn tin: theo tui tc,
ngh nghip, thu nhp, trnh , tup ngi

26

Bc 5: Lp thi gian biu phng tin

2. Cc mu chnh ca thi gian biu phng tin
Cng
u

Cng
tng dn

Cng
gim dn

Cng
thay i

Tp
trung

Lin
tc
Gin
on

b: s QC trong ngy

Thng
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3.2.3. Cc phng tin truyn thng

c im chung ca cc phng tin truyn thng
Phi c tnh truyn t thng tin
Phi c tnh hp dn
Phi c tnh nng k thut ring

28

3.2.3. Cc phng tin truyn thng

Khi la chn phng tin qung co cn:
Phi tnh n s ph hp gia c im ca tng SP
cn qung co v loi phng tin qung co
Hiu r s khc bit v i tng hng ti ca cc
loi phng tin, cng nh ca tng chuyn mc
Bit cch tn dng nhng li th v u im ca
tng loi hnh phng tin trong vic phn pht
thng ip
Chi ph qung co ca tng phng tin
S tc ng t thng ip ca cc phng tin n
s quan tm ca khch hng

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So snh cc phng tin truyn thng

30

Cc c trng c bn ca phng tin

truyn thng
1. Bo
u im
Sc lan ta nhanh, phm vi bao ph rng
Chi ph thp
Tnh thi s ca thng tin QC c m bo
C kh nng la chn cng chng mc tiu tt
Nhc im
Chu k sng ca thng ip ngn
Cht lng hnh nh khng trung thc
c gi b di bom qung co lm pha long s
tp trung
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1. Bo
Chi ph ng thng tin trn bo: Ty thuc vo
S lng pht hnh
Phm vi pht hnh
Kch c qung co
V tr ng ti
Chit khu
Mu sc

32

2. Tp ch
a.u im ca tp ch:
C tnh la chn c gi cao
Chu k sng ca thng ip
qung co cao hn so vi bo
Qung co trn tp ch lch s
v hp dn
b. Nhc im ca tp ch:
Km ch ng v thi gian so vi bo, qung co trn
tp ch phi gi sm trc khi n hnh
Chi ph/ngn c gi cao hn nhiu so vi bo
C th c s trn ngp cc thng ip QC c bit l
cc thng ip cnh tranh
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2. Tp ch
c. Chi ph: Ty thuc vo
S lng pht hnh
Kch c qung co
V tr ng ti
Mu sc

34

3. Truyn hnh

u im

Nhc im

Lng cng chng nhn

tin rt cao v rng
Tnh ng v m thanh
v hnh nh to n
tng tt cho cng chng
Ch ng v thi gian
pht sng
Phm vi a l c chn
lc
Chi ph/ngn cng chng
thp

CP tuyt i cao
Lng
thi
gian
chuyn ti thng ip b
hn ch
Chu k sng ca
thng ip qung co
ngn
Thiu s phn khc
r rng

35

3. Truyn hnh
Chi ph cho qung co trn truyn hnh: Ty thuc vo

Phm vi ph sng
Thi lng qung co
Thi im qung co
Phn trm chit khu

36

4. Truyn thanh
RADIO

U IM

Phm vi hot
ng rng
Chi ph/ngn
cng
chng
nhn tin thp
Chi ph sn
xut
truyn
thanh thp

NHC IM
Gii hn phm
vi a l
Mc ch
thp
Thi gian ngn,
thng tin truyn
t n gin,
sm b dit vong

CHI PH
Ph thuc vo
Phm vi pht
sng
Thi
lng
pht sng
c trng i
tng
Thi im
Chit khu
37

5. Th trc tip

u im

Tnh la chn c gi rt cao

Bo m tnh thi s ca thng ip
Lm cho cng chng nhn tin cm
thy mnh c trn trng

Nhc im

Chi ph cao
Kh xc nhn kh nng chp nhn
thng ip

38

5. Th trc tip
Chi ph
Chi ph to lp danh sch khch

hng gi th
Chi ph sn xut th: Chi ph
vit thng ip, ph in n
Chi ph gi th
=> Chi ph/ngn cng chng l rt
cao

39

6. Ngoi tri

u im

Mang m nt vn ha a phng
ni tin hnh qung co
Tc ng trc tip ti khch hng
Chi ph thp

Nhc
im

Ni dung thng ip hn ch
S nhm chn i vi ngi xem
Kh xc nh kt qu
Kh nng la chn cng chng thp
40

6. Ngoi tri
Chi ph ph thuc vo
Quy m
Mc c trng
V tr t

41

7. Trn cc phng tin giao thng

u im

C s chn lc
v a l
i tng nhn
tin a dng
Chi
ph/ngn
cng chng nhn
tin thp
Chu k sng ca
thng ip di

Nhc
im

Tnh chn lc
cng chng hn
ch
B gii hn v
din tch, khng
gian
Kh nng p
dng sng to
thp

Chi ph

Ph thuc vo
Lu lng khch
Vng hot ng
ca phng tin
giao thng
Cch thc trnh
by thng ip QC
Chit khu

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43

8. Internet
u im
Mc truyn thng tin rng trn ton th gii
Thng tin linh ng c th thay i, cp nht d dng
mau chng.
o lng c khch hng lt qua v c thng
tin trn mng.
Thng tin phn hi nhanh
Chi ph r
Nhc im
Thng tin ch n c mt nhm
khch hng c my tnh v s dng
mng, c trnh hc vn cao.
Chi ph s tng trong tng lai.
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Cu hi v tho lun
1. Hy tm hiu v cho bit: T khi sn phm

Dr.Thanh ra mt th trng n nay, cng ty

tung ra bao nhiu TVC qung co? Cc thng
ip ca qung co l g? p dng m hnh
truyn thng gii p?
2. Trnh by mt chng trnh qung co m bn
cho rng p dng thnh cng m hnh AIDA?

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