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  • CamScanner 2023-06-29 11.13

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    Hưng Ngô Gia
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    © All Rights Reserved
    Download as PDF or read online from Scribd
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    8 views25 pages

    CamScanner 2023-06-29 11.13

    Uploaded by

    Hưng Ngô Gia

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 25
    TRUYEN THONG MARKETING 12, TiCH HOP VA LUA-CHON PHUONG TIEN TRUYEN THONG 5C S12 rt Kreger aes Pe nnriti Genes sss oi enh ean fad ate 3 — (Cau hdi quanti ‘© hang quyét inh truyénthéng nbo duoc dua ra trong cic chign dich ruyén thong? ruyén thong marketing tich hep MC) agi? igu qua ca truyén thong quing cio dugc do lutng nhusthé no? ‘ Quang céo la dinh hinh thong digp va truyén dat thong digp 46 dn khan gia muc tidu thong qua su két hop t6i uw céc phuiong tin truyén thong. Chuong nay tap trung vio céc quyét dink vé phuong tign truyén thong!, Nhiéu Ia chon phuong tign truyén thong duigc dufa ra cho gidm déc marketing va mi lya chon 46 c6 thé t6i uu héa vige dat duigc nhiéu logi myc tigu khéc nhau. Ngan sich quing céo thung la o6 dinh, do dé vigc chon Iya va phan bé nguén luc cho céc phuiong tién truyén thong cd thé phiic tap. Cing vi sy phat trign cia truyén thong la Khai nig _, IMC (integrated marketing communications), truyén thong marketing tich hop: ¥ tuéng la ké hogch marketing nén dim bao ring céc nd Ic quing cfo cia mot cong ty truyén tdi mot chu chayén mach lac dén khéch hang. 12-1 NHONG QUYET DINH TRUYEN THONG NAO DUOC DUA RA TRONG CAC CHIEN DICH XUC TIEN QUANG CAO? C6 vai ciu hoi truyén théng cén phdi tra Idi: (1) Ching ta tidu t6n bao nhigu? (2) Ké hoach chi tiéu ld gi? (3) Chting ta stt dung phwong tign truyén thong nao Jam. kénh truyén thong cita chiing ta? —« Scanned with CamScanner (Chung 12 Truyén thong marketing tich hgp va iva chon phuong tin truyén thong | 271 Hay xem cu héi déu tién: ngin séch quang cdo nén lén cd nao? Ngan sch danh cho truyén théng cia hau hét cdc cong ty (ching han nhu quang cio duéi nhiéu hinh 'thttc, bao gm vigc mua mét s6 phuong tién truyén thong cin thiét) duige x4c dinh bang mét trong ba phuong phap: 1, Ngan séch quang céo la phan trim doanh s6 nim ngodi. 2. Xap xi mitc ma céng ty tin ld tuong duong véi déi thd 3. Tro ngugc lai myc tiéu quing céo chién luge cita cong ty (vi du, ting cudng suf nhan biét hoc thai d9 tich cutc) dé tinh todn mec chi tiéu cn thiét. Phuong phdp dau tién thi dé ding. Thich thifc duy nat la dat dén gid tri phan trim that su: 79%, 10% hay 15%? Hu hét cdc cong ty sé bit dau vdi cic con s6 trong qué khtt hoc ude Ivgng con sé chung cia nginh va diéu chinh: néu myc tiéu marketing chi J4 duy tri thj phan cia thong higu thi lay xp xi phan trim ma ho (va 46i thi) da chi tigu nim trudc IA duige. Néu cng ty di lim diéu gi méi va c6 gid tri -v6i thuong higu thi vigc ting 6 tign quing céo la cin thiét dé truyén bé théng tin. Phuong phap thi hai ciing khé dé ding. Cé nhiing nha cung cp dich vu (vi du nhuf Schonfeld, Saibooks) theo déi viée céc cong ty 8 céc nginh khéc nhau thuéng chi tiéu bao nhieu (vi du céng ty bia chi 8-10%). Néu méi déi tha chi tiéu mét con sé phan trim xp xi nhau cho quang céo thi thj phan cita ho sé tutong ting véi phan chi cho quang céo ciia ho; thuc su, ty Ié cia méi céng ty vé phan trim chi quang céo so véi ty trong thi phan thufdng xap xi bing 1. Ban o6 thé thdy trong Hinh 12.1, ngudi dn dau th tring thudng chi titu phiin nhiéu cho quiing céo va c6 doanh thu [én nat, nhiing thutong higu khéc chi it hon va doanh s6 cita ho thép hon. (EIRRURERE] 19 1¢gita chi cho quing céo va doanh s6 418 $700 52100 $2900 $3400 mm mm mm mm mm bi nudng do Scanned with CamScanner 272 | Phén 3 Dinh vi qua gis, phan phi va quang céo Cé digu ngac ihién rang, trong nhiéu nganh cong nghiép, chi phi quang céo cita céc cong ty gidm dan theo con dung dé, thé hign ty Ié kha la c6 dinh gitta chi cho quang cdo va doanh thu. Mét thuiong higu hay cng ty nao dé c6 thé thoat ra khoi gidi han nay néu c6 ly do, vi dy, chi tién theo phén ty 1¢ lén hon cho quing céo dé tién lén trong chubi thttc an thj phdn hodc chi tiéu it di vi ho 1a mét thuong higu ngach dug theo duéi mét céch t6n siing, lam cho quang céo truyén théng bét cin thiét di, vv... Mic dit cic phutong phép la dé dang nhung ching khé don digu. Khi doanh 86 giim (Ij do c6 phn ndo lign quan dén kinh té hodc su suy giim trong mttc 46 néi tigéng cia thing hiéu), méi phuong phép sé goi ¥ gidm ngin sch quing cdo. Ngan sdch quing céo ft hon cé nghia la su hign dign trén thi trudng sé bét di, din én mot vong luén quén giim doanh s6. Phuong phép thi ba cé tinh chién luge han va coi chi phi quang céo la mot Kho’n dau tu (vio thong hiéu va cong ty), voi ky vong la mt khoan dau tu nén tao doanh sé va sinh lai. Phuong phép nay cé thé phan nio 1a mot thach thitc vi cic téc dng cita quang céo thi khé do luéng va chiing thing nhim muc dich anh hung lau dai nhu xy dyng thong higu. Dé thiét lap ngén sch quing cfo, ching ta cdn hiéu Ia su tigp cin quang cfo duigc do ludng nhu thé nao, Sau dé, ching ta lip ra muc tigu tiép cfn va r6i chiing ta 06 thé uéc tinh nén chi bao nhieu cho muc dich dé. 12-Ia Lugt tiép can, Tan suat va GRP Diu tién, hay xem céc thudt ngi. Cac cng ty quang céo lam vigc voi mot don vi

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