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TS TRAN THJ NGQC TRANG

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QUAN TRI.
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CHIEU THI•
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CHUONG 1. TONG QUAN CH/EU THI VA OUAN TR! CH/EU THI

CHUONG I
~

A")

A

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TONG QUAN VE CHIEU THI VA
QUAN TRI CHIEU THI
?

A

Trang co che th! truong. ho?t dong truyen thong marketing (hay chieu
th!) la mot phan quan trong trong he thong kinh til" xa hQi. tr6 thanh mot
hinh thCic truyen thong can thie't doi vdi ca ngu-C:jj tieu dung va ngtJbi san
xuat. Nhb ho?t dong chieu th! ma cac doanh nghiep c6 the th6ng tin, t?o
Stj chu y cua cong Chung doi vdi cac san pham va d!ch Vl,.I cua minh. Ngllbi
tieu dung cOng nhb vao cac ho?t d(lng chieu th! ma c6 nhieu thong tin, c6
nhieu co h(li chon 11,ta san pham va ra cac quyet djnh mua sam. Gae ho?t

dong chieu th! se ngay cang phat trien va da d?ng hon cung voi sv thay
doi ldn lao cua moi trubng kinh doanh va SI/ thay doi trong hanh vi nglloi ·
tieu dung.
M1,.1c tieu chvang nay se xem xet cac viin de sau:
1. Xem xet cac chuc nang truyen th6ng chieu th! trong ke ho?ch

marketing.
2. Gi6i thieu khai niem truyen thong marketing tong hc;ip va cac yeu to
cua n6. Xem xet nguyen nhan lam gia tang vai tro cua truyen thong
marketing tong hOp trong viec ho?ch d!nh va th 1,tc hien chvong trinh
truyen thong khuyen mc,ti.
3. G16; th1eu cac yeu to khac nhau cua mot phoi thuc truyen thong va vai
HO cua moi yeu to trong mot chvong trlnh truyen th6ng. Xem xet cac
yeu to cua marketing va cac yeu to chieu th! phai dvoc phoi hOP nhv
the nao de truyen thong co hieu qua.
4. Gioi thieu mo hlnh ho?ch djnh qua trlnh truyen thong marketing va cac
bu6c de phat trien chvong trinh truyen th6ng marketing.
1. sl,I PHAT TRIEN CUA auANG cAo

vA

KHUYEN M~I.

Hang nam, the gi6i chi mot khoan tien khong 16 cha cac ho?t dong
gioi thieu hang h6a, nham thu hut sv chu y cua khcich hang. Giao su d?i
3


CHUONG 1. TONG QUAN CH/EU THI VA QUAN TR/ CH/EU TH!


hoc Columbia, Williams s. Vickrey - ngvoi Wng doat giai Nobel kinh te
1996, da xem "Quang cao la han th~ bieu cua nen kinh te". Tam quan
trong ngay cang tang cua quang cao va chieu th! c6 the thay thong qua
mt1c chi phf cho hoat d(lng nay trong nhilng nam gan day. 0 My 1980 chi
phf quang cao 53 ti USO, chi phf khuyen mai la 49 ti USO, nam 1996
quang cao tang 174 ti uso va khuyen mai tang hon 200 ti uso 1, nam
2002 quang cao tang 240 ti uso va khuyen mai tang hdn 250 ti uso.

nat

0 Viet Nam, W khi
nt16c ta chuyen sang nen kinh te th! trvong,
hoat d(lng kinh doanh ngay cang phat trien da keo theo hoat dong quang
cao chieu th! phat trien v6i toe do nhanh nhat w tru·6c Mn nay. Quang cao
8,1 trieu uso nam 1994 tang len 116 trieu uso nam 1999, tren 400
trieu USO nam 2006. Chi phf cho hoat dong khuye·n mai 523 ti dong nam
2006. Xu hu6ng gia tang chi phf cho cac hoat d(lng chieu th! phan anh
phan nao Slf phat trien cua nen kinh te' Va vai tro cua l1oat d(lng chieu thj
trong ChLldng trinh marketing cua doanh nghiep. f)e hieu r5 hdn ve vai tro
cua hoat d(lng chieu th!, trLJ6c he't chung ta se xem xet ban chat cua
marketing va vai tro cua truyen thong marketing trong chie·n luQc
marketing-mix.

w

1.1 MARKETING
1.1.1 Marketing

LA Gi?


la

gi:

Theo Hiep h(li Marketing My - AMA: "Marketing la qua trinh hoach
dinh va thlfc hien cac y tl!ong, dinh gia, phan phoi, chieu th! cho cac san
pham Va djch VU tao ra Slj trao d6i nh~m thoa man muc tieu CUa cac ca
nhan va t6 chuc"
• Marketing tap trunq vao su trao doi: 8!nh nghTa cua AMA nhan manh
Mn trao d6i, khi trao d6i xay ra, phai c6 it nhat hai ben tham gia
trao d6i v~t c6 gia tr! de lay v~t khac va phai thong tin cho nhau.
Nhu v~y quang cao va chieu th! dong vai tro quan trong trong qua
trlnh trao d6i nh~m thong tin cho.hai ben tham gia.
• Marketing dap ung monq muon cua ca nqubi ban

1

Adv\:rlising Age

4

Ian nqLJoi mua


CHUONG 1. TONG QUAN CH/EU THI VA QUAN TRI CH/EU TH/

• Hoat dong marketing phai huong ·vao khach hang, thoa man nhu cau.
tao ra va duy trl moi guan he voi knach hang
• Mot ly do khac khien cho marketing phai nhan manh den moi guan
he: la tfnh hieu qua neu giu dLtQC. khach hang da CO hdn la tlm kiem

khach hang moi. Cac nha marketing con quan tam den gia trj suet
dbi cua mot khach hang. Ket qua cua mot cuoc nghien cuu da Chung
to rang: Neu giam bot 5% so.khach hang roi b6 san pham cua c6ng
ty co the lam tang them IQi nhu~n w30 - 90 %. Do do cac cong ty
phai quan tam den Slj phat trien moi quan he VOi cac khach hang
cua mlnh.
1.1.2 Marketing-mix:

Marketing-mix la s1,1 phoi hQp cac thanh phan marketing sao ctio phu
hQp voi hoan canh thLJc te cua th! truong, day chi nh la s1,1 bieu hi en linh
ho~t cua doanh nghiep trong viec v~n d1,mg cac chien ILJQC 4P trong Wng
giai do~n khac ntiau. cua th! truong.
Bon Ps: Product (san pham), Price (gia ca), Place (phan ph6i),
Promotion (chieu th! hay truyen th6ng marketing) la ban yeu to ci'.Ja
marketing-mix. Nhiem v~ cua marketing la ket hQp bon yeu to nay trong
m(lt chLtdng trlnh marketing de t~o Slj thu~n IQi cho khach hang tiem nang
co the trao doi tren th! truong.
ChLtdng trlnh truyen th6ng marketing la mot phan cua Chien ILfQC
marketing va phai duQc phoi hQp ch~t che voi cac ho~t dong khac cua
marketing. Mot c6ng ty c6 the chi mot khoi ILJQng tien Ion cho quang cao
ho~c khuyen m~i. nhung neu san pham c6 chat ILtQng kem, gia ca kh6ng
thfch hQp ho~c kh6ng c6 m(lt he thong phan phoi day du de dLta san pham
den khach hang, c6ng ty d6 cOng se c6 ft hy vong thanh cong.
1.2 TRUYEN THONG MARKETING TONG H<;lP (Integrated Marketing
Communications).

1.2.1 SI! phat trien ctia Integrated Marketing Communications (l.M.C).

Trang suot th~p ky 80, nhieu c6ng ty quan tam den mot Chien ILtQc
ph6i hQp cac c6ng c~ chieu th!. Ho b~t dau thay doi each nhin huong tai

quan niem moi "Truyen th6ng marketing tong hQp (l.M.C)". 8ay la slf dieu

5


CHUONG 1. TONG QUAN CH/EU TH.I VA QUAN TR/ CH/EU TH.I

to

phoi cac yeu chieu th! khac nhau va cac ho~t dong marketing khac nhau
de truyen thong toi khach hang ci'.Ja cong ty.
Gae nha marketing khi tiep nh~n khai niem truyen thong marketing
tong hQp, ho b~t dau yeu cau d~i ly quang cao ci'.Ja minh phai ·phoi hQp
trong viec sli d1,1ng cac bien khac ci'.Ja chieu th! hon la chi dl,la vao ho~t
d(lng quang cao ddn le. Nhieu d~i ly quang cao da dap Ling v61 yeu cau ve
sl,l hOP Ive giua cac bien chieu thi nhu quang cao. giao te (P.R). khuyen
m~i, marketing trl,lc tiep. Gae d~i ly quang cao cOng tham gia vao cac ho~t
dong khong phai la quang cao de kiem soat ngan sach va chlldng trinh
khuye·n m~i ci'.Ja cac khach hang ci'.Ja minh. Ouan-riiem 1.M.G nhanh ch6ng
duQc ua chuong nhieu hdn.
Hi~p hqi cac d~i

ly quang cao Mi 4As da dlla ra mqt dinh nghia ve·

l.M.C nhll sau:
· "I.MC la khai ni~m ve· SI/ ho?ch dinh truye'n thong marketing nh&m
xac dfnh gia trf gia tang ctJa mrjt k{ hO?Ch t6'ng h9jJ, danh gia vai tro
chie'n lu9·c cua cac thilnh pha°n khac nhau trong truye'n th6ng nhU: quang
cao, khuyen m?i, tuyen truye'n Vil SI/ ke't h9·p cac thanh pha'n nay de' t?O
ra m<)t SI/ truye'n th6ng r6 rang, deu d#n, hiCU qua t6/ da."


• Dinh nghTa nay t~p trung vao qua trinh sli d1,1ng cac hinh thuc khac
nhau ci'.Ja chieu thi de d~t duoc cac tac dong truyen thOng t6i da.
Quan diem cua 4As t~p trung vao qua trinh SU d1,1ng cac hinh th(Jc
chieu th! d~ d~t tac dong truyen thong t6i da. Tuy nhien cling co quan
diem khac ve 1.M.C, nhll quan diem giao SL! Don Schultz - f)~i hoc
NorthWestern (My)
Quan ·didm giao sll' Don Schultz - D~i hc;ic Northwestern My: cho

rang tri~n vong ci'.Ja 1.M:G rong hon, n6 c6 the la each Mp c~n de ho~ch
d!nh chuong trinh marketing, chieu th! va phoi hQp cac chuc nang truyen
thong khac nhau. Doanh nghiep phai phat trien chiifo IL!Q"c marketing tong
the de' xac dinh ro lam the nao ma tat ca ho~t d(ing marketing ci'.Ja doanh
nghiep (chlf khong chi rieng ho~t dong chieu thi) truyen thOng den khach
hang.
• SLJ nh~n thuc cua nguoi tieu dung ve mot nhan hieu hay cong ty la
sv tong hQ"p cac thong diep ma ho tiep nh~n dL!Qc (nhu qua quang cao,

6


CHUONG 1. TONG QUAN CH/EU TH! VA QUAN TR! CH/EU THI

muc gia, thiet ke baa bi, n8 llfc marketing trvc tiep, tuyen truyen khuyen
mQi, thong diep tren mQng internet, hlnh thuc trung bay tQi diem ban ... ).
l.M.C co thlfC hien de c6 the dQt dll(iC Slf nh~n thuc cua nguoi tieu dung ve
hinh anh d(lc dao, an tuQng ve san pham cua cong ty tren thi truong. Vf
di,i: gia cao c6 the bieu hien cha chat luong cao, cOng co the bieu hien cha
kieu dang, thiet ke san pham, baa bl. ten nhan hoac hlnh anh uy tfn cua
cong ty.

1.2.2 Ly do

ve tam quan trqng ngay cang tang cua l.M.C:

Truyen thong marketing t6ng h(ip dLJQC xem nhll la mot Slf phat trien
marketing dang ghi nh~n nhat trong th~p ky 90. Xuat phat W mot so ly do
co ban sau:
- Ly do co ban nhat la: sv phoi hOP c6 trnh chien 1voc cua cac chuc
nang truyen thong khac nhau ngay cang c6 gia tr! hon la de chung ho~t
C:~i~ mot each don le, ti! dong
- Sl,f phat trien 1.M.C cOng phan anh Sl,f dieu chinh cua nha
marketing doi VOi Sl) thay d0i cua moi truong: Sl,f thay d6i cua hanh Vi
nglloi tieu dung (nhan khau hoc, loi song, each song, each Sll dt,mg phLJOng
tien truyen thong), ve ky thu~t va phuong tien truyen thong (phat trien
phllong tien truyen th6ng moi tivi cap, internet. .. )
- sv thay d6i cua 1.M.C con chiu anh huong boi sv thay d6i each
thUC marketing san pham djch Vl,J cua CaC Cong ty nhll:
•

C6ng ty thay d6i ngan sach marketing W chi cha quang cao sang chi
cac hlnh thuc khac, ho cho rang each thuc quang cao truyen thong ton
kem va khong hieu qua.

•

Chia nho th! truong cac phllong tien quang cao lam cho nguoi tieu
dung it quan tam den phLIOng tie n quang Cao d~i Chung, ma quan tam
den cac phuor.g tien nh6 hon

•


C6 Slf djch chuyen sue mua cua th! trllong W nha san xuat sang nha
ban le. Do the m~nh trong ITnh vl)c ban le, cac nha ban le khu we,
vung va qu6c te dang thay the dan cac nha ban le nh6 dia phuong. Ho
dung anh hllong cua minh de nh~n duoc cac khoan giam gia, chuoc
giam khuyen m~i
nha san xuat

w

7


CHUONG 1. TONG QUAN CH/EU TH! VA QUAN TRI CH/EU THI

•

sv phat trien ·he thong du lieu. thOng tin marketing. Nhieu cOng ty da
xay dµng Cd SO dU lieu ve ho Sd nhan khau, tam ly ci'.Ja khach hang.
Ho si:t dung thong tin nay nham den khach hang muc tieu thong qua
phudng phap marketing trvc tiep nhu telemarketing, quang cao dap ung
trvc tiep hdn la quang cao dQi chung.

•

sv thay doi trong viec mua cac phudng tien truyen thong. Nhieu cong
ty chuyen sang mua phudng tien quang cao trong nha (tivi, radio, bao)
ho~c cac phuong tien doc l~p. dieu nay lam cho nhu cau mua phlfdng
tien quang cao w cac d~i ly quang cao giam di va hoa hong ci'.Ja dQi ly
quang cao tra nen thap dan.


sv thay doi ve marketing dang anh huang den yeu to trong qua trlnh
marketing va chieu thi. Gae cong ty da nhan thuc ho phai thay doi each
thuc ma ho dang thµc hien de co d(lng san pham. Khong the cu rang bu(lc
mai voi each quang cao truyen thong. Ho phai Slt dung bat cu hlnh thuc
tiep xuc nao cha ho each thuc tot nhat chuyen tai thong diep den khach
hang muc tieu.
1.2.3 Vai tro ciia chieu th!:

Chieu thi dtlf!c djnh nghfa nhtf ta: slf phol hf!p cac na life nham
thief /Qp kenh truye'n thOng Va thuyet phlJC khach hang di ban san
pha'm, djch VIJ hay cil dQng cho cac 'i ttfi!Jng.
Gae cong cv cd ban duoc si:t dvng de d~t duoc cac mvc tieu truyen
thong cua to chuc auoc goi la phoi thuc chieu thi/truyen thong
(promotional-mix),d6 la quang cao, khuyen m~i. marketing trvc tiep, giao te
va chao hang ca nhan (nhv hlnh 1.1)
l'hfli thU'c chicu thi

- .- I

I
Quang cao

I

I

Khuyc'n ml)i

l\tarkcling lnfc lic'p


I
(;iuo

l
le·
.

Hinh 1.1: Cac yeu to cua phoi thuc chieu th!

8

Chao h·


CHUONG 1. TONG QUAN CH/EU THI. VA QUAN TRI CH/EU THI

Trang tai lieu nay Chung ta xem marketing trljc Mp la mot ye'u ta· cua
promotion-mix ma cac nha marketing sl1 d1,mg de truyen thong v6i khach
hang m~c tieu. Moi yeu t6 deu c6 vai tro khac nhau trong qua trlnh l.M.C.
va chung cOng dLJc;lc thl,ic hi$n v6i hlnh thuc khac n~au, moi yeu to deu c6
nhung L1U diem va han diem nhat dinh.
Mot chuong trlnh 1.M.C thanh cong doi hoi doanh nghiep biet each ket
h(,jp dung dan cac ky thu~t Va Cong CV truyen thOng, XJC djnh r6 vai tro va
Sl/ mo rong cac yeu to nay trong viec phoi hQp; Sll dvng chung. De dat
dllc;lC dieu nay, nglloi Chiu trach nhiem ve hoat dong truyen thong cua CaC
. cong ty phai hieu r6 vai tro cua truyen thong marketing trong mot. ke
hoach chung marketing .
.vai tro cua truyen thong marketing h_ay chieu th! the hien nhll sau:
•


La cong CV thl,ic hien chuc nang truyen thong, dap ling nhu cau khach
hang.

•

Phoi hQp v6i cac cong c~ khac trong marketing-mix de dat mt,Jc tieu
marketing.

•

La cong CV canh tranh trong kinh doanh: gia tang gia trj san pham,
thong tin, xay dl,ing nh~n thuc ve san pham, nang cao uy tin nhan
hieu. duy trl niem tin, thai do tot dep cong chung ve cong ty ...

a

Chieu thi co the'.
•

Thong tin ve IOi the san pham.

•

Thie·t l~p sv nh~n thuc va thai do thu~n IQi d6i v6i san pham, cong ty.

•

Tao sv ua thich nhan hieu.


•

Tang so ILJ<;ing ban hien tai.

•

Cung c6 hoat dong phan phoi tc;ii cac diem ban

•

8at Sl/ h<;ip tac tU cac trung gian va 1v·c ILJQng ban hang.

•

Dong vien ll}c luqng ban hang.

•

Xay dt,Jng hinh anh tot ve c6ng ty.

le.

9


CHUONG 1. T6NG OUAN CH/EU THI VA OUAN TR! CH/EU THI

•

Chieu thi khonq thi

Thuye't ph1,1c nguoi tieu dung mua san pham khorig phu ~1Qp v6i nh.u
cau ..

•

Lam cha khcich hang mua san pham vai muc gia cao hem.

•

Thuye't ph1,1c khach hang tlm mua san pham trong khi n6 dang phan
phoi hi;ln che.
1.2.4 Chl1c nang ctia chieu th!:

•

Truyen thOng: thong tin, thuyet ph1,1c, nhac nho.

•

Kich thich tieu th1,1, gia tang gia tr!.

• .Thiet l~p quan he, lien ke't.
1.3 PHOI THUC TRUYEN THONG TRUYEN THONG MARKETING TONG HQP.

CONG

Cl,I

CUA


1.3. l Quang cao (Advertising):

Quang cao la hlnh thuc truyen thOng phi ca nhan ma phai tra tien d€
tMng tin ve cong ty, san pham, djch VI,!, y tLJong.
Can quan tam nhung d~c trung sau day khi de c~p den khai niem ve
quang cao:
•

Quang cao la hlnh thuc truyen thong ~ai tra tien cha viec mua khong
gian va thoi gian M dang cac thOng' dfep quang cao.

•

Quang cao la hlnh thuc truyen thOng phi ca nhan: th0ng diep quang
cao phai su d1,1ng cac phuong tien thOng tin dc;ii chung (tivi, radio, baa
chi, tC;lp chi) M chuy€n tai thOng diep den so dong khach hang trong
cung thoi di€m.

1

Quang cao duoc xem la hlnh thuc su dung nhieu nhat cua truyen
thong, c6 le vi tfnh Ian r(>ng cua n6, n6 dLJQC cac cong ty san xuat hang
tieu dung su dung ph6 bien hon cac cong ty san xuat hang cong nghiep
n.hu so lieu chi phi quang cao cua 20 nha quang cao quoc gia !C;Ii My (bang
l.1)

C6 nhieu ly do giai thich tc;ii sao quang cao IC;Ii c6 vai tro quan trong
nhlf v~y.

10



CHUONG 1. T6NG QUAN CH/EU TH! VA QUAN TRI CH/EU THI

Thu nhat: quang caa c6 the' la m(lt phuong phap hieu qua ve chi phf
d8 truyen thong tren dien r(lng. Mot chuong trinh quang caa phat ra nhieu
h(l gia dinh mo xem. Nii'u xet chi phi cha mot Ian thong tin de'n khach
hang se thap hon hlnh thuc khac.
Thu hai: quang caa c6 the tc;ia an ttJOng, thu hut b~ng bieu tuong cha
nhan hieu hay cong ty, kha nang nay giup cha cong ty ban nhung san
pham ma n6 rat kh6 neu ra Sll khac biet ve thu(lc tinh cua san pham vi
du: thuoc la, nt16c giai khat.
Thu ba: Ul.l diem khac cua quang caa la kha nang tac d(lng vaa phan
Ltng cua khach hang khi cac yeu to khac cua marketing kh6 thl)C hien
duoc. Mot chuong trinh quang cao hap dan c6 the giL p daanh nghiep tang
daanh SO, tc;ia 11,!C day g6p phan vaa Sl) thanh cong chung cua mot ke
ha~ch truyen thong marketing.
Bang 1.1: MllO'i cong ty quang cao hang tieu dung va hang cong nghi~p
co chi phi quang cao cao nha·t ii My nam 2006.

(don vi: trieu USO)
Quang cao cong nghi~p
Cong ty

STT

Quang cao tieu dung
Chi phi

sn


Cong ty

Chi phi

1

AT&T

3.344

1

Procter&Gamble

4.898

2
3

Verizon Communications
Sprint Nextel

2.821
1.775

2

3.296
2.576


4

American Express

928.7

3
4

General motors
Ford Motor Co
Walt Disney

2.320

5

General Mills

920.5

5

Johnson

6

Microsoft


912.2

6

Dell

882.5

7

Unilever
Toyota Motor

2.098

7

8

Hewlett·Packard

828.8

8

Sony

1.994

9


Deutsche Telekom

815.1

9

DaimlerChrysler

1.952

10

IBM

516.5

10

General Electric

&Johnson

2.290
1.995

.

1.860


Ngu6n: Advertising Age- June 25, 2007
Tc;ii Viet Nam, d~n dau chi phi quang caa thuong la cong ty san xuat
hang tieu dung nhu so lieu trong bang 1.2

11


CHUONG 1. TONG QUAN CH/EU TH/ VA QUAN TR/ CH/EU THI

Bang 1.2: Muoi cong ty co chi phi quang cao cao nMi't Viet Nam 2004

CHI PHf (USO)

CONG TY
:

1. Lever Viet Nam

7.688.063

2. Bia Viet Nam

2.063.075

3. Cong

tY

1.934.967


P&G Viet Nam

4. Cong ty Dong Hai

1.596.654

5. Dutch Lady Viet Nam

1.118.958
<'

6. IBC - Pepsi
7. Samsung Electronic

813.078

"

801.625

8. Samsung Vina Electronic

762.972

9. Cong ty Amtronic Viet Nam.

762.686

1O.Nestle


Vi~t

688.674

Nam

Nguon: AC Nielsen
f)~c diem Va ml)C dfch Cua quang Cao

Se

khac nhau doi vdi cac nganh
khac nhau va trong nhung tlnh huong khac nhau. C6 cong zy nham vao
quang Cao cho nhu CaU Cd ban (khuyen khfch nglfOi tieu dung Uong sua,
nuac qua, an thit bo, di du lich ... ). C6 cong ty nham vao quang cao cho
nhu cau ch9n 11,ia, khuytfo khich mua mot nhan Cl) the nao d6. (Vi di) dung
sua Vinamilk). Cac cong ty quang cao aen th! truong tieu dung bang quang
cao QUOC gia, quang Cao ban le de khuyen khfch nhu cau Cd ban, nhu cau
chon ll,la. NgUQc lai trong th! truong cong nghiep, th! truang chuyen gia,
nguoi ta phai thl!c hien hlnh thuc quang cao thuong mai, quang cao chuyen
gia, quang cao cong nghiep nhv hlnh 1.2 mo ta cac loai quang cao pho
bitfo.

12


CHUONG 1. TONG QUAN CH/EU TH! VA QUAN TR/ CH/EU TH!

QUANG CAO HUdNG D~N NGUCll TltU DUNG (CONSUMER ADVERTISING)
QUANG CAO OU6C GIA (National Advertising):

Quang ciio duoc thuc hien bai nhirng c6ng ty lcin co pham vi hoat d(ing r(ing tren ca nucic Muc lieu cua quang
cao qu6c g1a nhi!m th6ng tin vii nhac nhO nglldi tieu dung ve c6ng ty ho3c n11an l·1eu san pharn. d3c die·m. IOi
ich. U\J diem. c~ch su dung san pham Tao ra vii duy tri hinh anh san ph5m de nguil1 tieu dung mua san pham

OUANG CAO BAN LE I DIA PHUONG (Retail / local Advertising):
Qu~ng ciio diroc thvc hien bcii nhung nglldi ban le ho3c nhdung Mn mua sam tai ciic cua hang hay sti dung cac dich vu 131 dia phtR:Jng. Muc lieu cua quang ciio nay
nha·n n1anh Mn cac d(lng co hanh dl)ng nhtf gia. dich vu kh6ng khi. hinh anh. loai hang

OUANG CAO CHO NHU CALI CO BAN VA Lt/A CHON (National Advertising!:
Oujng cjo c/10 nhu du g6c (Primary-demand Advertising): Muc dich la kich tlHCh nhu du ve mi)I Chung loa1
san pl1a111. mot nganh Kieu quang cao nay thuong do cac hiep hl)i, ho3c cac co quan chinh pliu thuc
111en Quang cao cha nhu du co ban mo dubng cho nhu cau quang cao Ilia chon. g111p cho cho ciic san pha·m
m01 dat duoc su cha°p n11an cua lh1 tru6ng
01i.1:1y cao ct10 nhu du l//a chon (Seleclive·demand Advertising)· l~p truny vao v1ec tao 1a nhu cau ve nhan
h1eu cu t11e cua m(it c6ng ly. Phan Ion cac quang ciio 1031 nay kicl1 thich nhu du lua c11on va nha·n manh Mn
ly do de mua ml)t nhan san pham q1 the.

QUANG

cAo HlfONG DEN THI TRlfONG CONG

NGHl~P VA CHUYEN GIA

(ADVERTISING TO BUSINESS AND PROFESSIONAL MARKET)
OUANG CAO CONG NGHl~P (Business to business Advertising):
Quang ciio nham vao cac khach hang mua cac san pham c6ng nghiep hay dic11 vu cho hoal dl)ng san xua·1
c11a c6ng ly (sll dung nguyen v~I lieu. may moc va d1ch vu kinh doanh) ho3c m1k1 sJn pl1am giup c6ng ly 11e'n
hilnh kinh doanh (thiift bi van phong. may tinh .. ).

OUANG CAO THIJONG M~I (Trade Advertising):
Quang r.ao nay nham vao cac thanh v1en trong kenh marketing nh11 nha hu6n s1. ban le.nlla phan pl161 Muc
lieu la khuyen khich ho d3t 11any du trir va b
OUANG CAO CHUYEN GIA (Protessional Advertising):
Quang ciio nhi!m viio cac chuyen g1a. nha ho~t dl)ng chuy~n m6n nhtr lu~t su. hac si. nha si. ky s11 Quang
cao 1031 nay duoc sti dung de thuye·1 phuc cac nha chuyen m6n su dung san pl1;im cua 1111)1 c6ng ty ct10 c6ng
viec chuyen m6n cua no hay cac chuy~n gia cho llii de ngh1 vcii kh
Hinh 1.2: Cac lo~i quang cao ph6 bie·n.
13


CHUONG 1. TONG OUAN CHIEU THI VA OUAN TRI CH/EU THI

1.3.2 Marketing tnfc tie'p (Direct marketing):

Mot bo phan ohat trien nhanh nhat trong nen kinh te Ci cac nuoc phat
trien la marketing trvc tiefp. Cac to chuc truyen thong trvc tie·p den khach
hang mvc tieu de tc;io ra sv dap ung va giao d!ch. Theo quan diem truyen
thong, marketing tn,tc tiep khong dllc;!C xem nhll mot yeu to Cua promotionmix. Tuy nhien, hien nay n6 trd thanh m(lt phan cua 1.M.C cua nhieu cong
ty vi no co mvc tieu, ngan sach, chien 1voc rieng, nen chung ta xem
marketing trl,(c tiep nhll mot b(l phan cua promotion-mix.

Marketing trlfc tiep 18 mqt h~ thong marketing tac dqng trlfc tiep
den khach hang. N6 bao go'm nhie·u hof!t dqng: ban hang trlfc tiep,
telemarketing, quang cao dap tlng lrl/C liep.
Mot cong Cl) chu ye·u cua marketing trl,lc tie°p la quang cao dap ung
trl,(C Mp, khi san pham dllc;!C co d(lng qua mot quang cao de khuyen khich
nglloi ta mua trl,lc tiep W nha san xuat. Theo truyen thong thll, bllU pham

tn,rc Mp (Direct mail) la phuong tien co ban de thl,lc hien. M~c du tivi trCi
thanh phlldng tien quan trong, nhung gan day hinh thuc quang cao dap
ung tn,rc tiep va cac hinh thuc khac cua direct-mail tro nen pho bien hon
vi da c6 sv thay doi trong each song cua khach hang, d~c biet thu nh~p
tang, thoi gian mua s~m it hdn. Sl,l thu~n tien cua mua sam b~ng dien
thoc;ii ho~c thu lam cha quang cao dap ung tn,tc tie'p tang mc;inh me. The
Un dt,Jng, so dien thoc;ii mien phi cOng la phuong tien tc;io sv thu~n lc;!i, de
dang cha viec mua s~m qua quang cao dap ung trl,lc tiep. Hinh thuc nay
thich hc;!p cha cong ty c6 each thuc phan phoi san pham qua kenh truyen
than~ no~c qua d(li ngO nhan vien ban hang cua ho.
Marketing trl,lc tiep c6 vai tro rat Ion doi voi l.M.C trong marketing
hang tieu dung va marketing c6ng nghiep. Cac cong ty nay chi nhieu tien
de xay dl,lng co s(i du lieu ve dja chi, so dien thoc;ii cua khach ·hang hien
tc;ii cOng nhu khach hang tiem nang. Ho dung telemarketing de goi dien
thoc;ii trl,(C tie'p Mn khach hang va co ban san pham cua minh, gVi bLJU
pham, thu chao hang, ta buom, catalog chi tiet, bang W, CD Mn khach
hang de thong tin ve san pham. Ky thuat marketing tn/c tie'p con SV dung
phuong pt1ap t~ng san pham m~u t6i khach ·hang, tc;io cha ho co h(li dung
thu· mien phi san pham de thuyet pht,JC mua thV san pham.

14


CHUONG 1. TONG QUAN CH/EU TH! VA auAN TR/ CH/EU TH/

1.3.3 Khuyifo m.,i (Sales promotion):

Mot thanh phan ke Mp cua phoi thuc truyen thong marketing la
khuyel"n rn9i.
•

Khuyifo nf9i: dU<;lC djnh nghTa la ho9t dong nham cung cap gia tr! ho~c
khlch le tang them cho llfc luong ban hang, nha phan phoi va nguo1
tieu dung nham tang doanh so l~p We.

•

Khuyen m9i chia thanh hai hoat dong chfnh: khuyen mai cho nguoi tieu
dung va khuyen mai thuong mai.
- Khuyen mai hu6ng vao nguoi tieu dung:
tieu dung cuoi cung, si'.I d1,mg cac hinh
t~ng mau san pham. tien thllOng, giam
tai di€m ban. Cac hinh thuc nay khuyen
ngay, mua nhieu, mua thuong xuyen san
trong doan ky.

m~c Mu nham den nguoi

thuc nhu phieu giam gia,
gia, thi, XO SO, trung bay
khfch nguoi tieu dung mua
pham giup tang doanh so

Khuyen m9i hu·6ng vao thuong mai nguoc lai. nham vao cac trung
gian marketing nhu: ban si, phan phoi, ban le. Duoc thlfc hien du6i
hinh thuc nhu: chu6c giam gia, to chuc hoi thi cho llfc 1u·ong ban
hang, trung bay tri€n lam d€ khuye·n khfch nha phan phoi tru
hang, phan phoi va c6 dong cho san pham cua cong ty.
Chi phi khuyen mai oMy 2002 vuot qua 250 ti USO. 0 Viet Nam: nam
2006 da c6 357 chuong trinh khuyen mai v6i tong tr! gia 523 tI dong 2 v6i

nhieu hinh thuc phong phO khong chi la qua t~ng th6ng thuong nhu: mo,
ly, hQp quet. nguo: tieu dung con bi khuyif n d~ boi nhung m6n qua c6 gia
tri cao, hap dan hon nhl!: vang, xe may, xe hoi, can ho, chuyen du l!ch
mtoc ngoai. Ly do lam cho cong ty chi nhieu hon cho khuyen m(;li do slf
giam sot long trung thanh doi voi nhan va .gia tang viec Lfa thfch khuyen
mai noi nguoi tieu dung. Ly do khac la cac nha ban le dan dan tro nen 16n
hon va manh hon ho doi hoi phai c6 khuyen mai thuong mai d€ ho tro cha
ho trong viec phan phoi san pham.

!

Tap t"hi mark~ting s() 32/2007

15


CHUONG 1. TONG QUAN CH/EU TH! VA QUAN TR! CH/EU TH!

Cuoc khao sat Chan dung nguoi tieu dung Viet Nam cua baa SGTT
Mn hanh nam 2006 3 , qua nghien cuu 660 nguoi tieu dung, ket qua cha
thay t~c dong khuyen m"i doi v6i mua sam kha 16n (bang 1.3).
Bang 1.3: Cac y1fo tef tac d(jng de·n quy1rt dinh mua phan theo khu v11c
dja ly
(Thang do uKert 1-5, v6i 1: rat kh6ng quan trong va 5: rat quan trong)
YtU T6 TAC 8QNG

ca nude

Tp.HCM

Ha Noi

Mien Tay

Chat luQng d!ch vi)

3.85

3.88

3.91

3.70

Gia ca va khuyen mai

3.47

3.62

3.46

3.09

Kieu dang va thiet ke

3.99

4.02

4.03

3.89

Do ben va c6ng d1,mg

4.69

4.67

4.60

4.82

Nhan

4.09

4.14

3.93

hi~u

4.19
Ngu6n: Bao cao ke't qua khao sat Chan dung Ngu·oi tieu dung Vi~t Nam 4/2006
1.. 3.4 Giao te' (Public relation):
Giao

te' (Public

Relation):

Giao te, hay quan he cong chung la mot phan quan trong cua phoi
thuc truyen thong. khi mot cong ty l~p ke ho"ch mot each c6 he thong va
dua cac thong tin nham xay dl,fng mot hinh anh tot d$P doi voi cong
chung.
Giao te (P.R) duoc d!nh nghTa la: "chuc nang quan ly d8 danh gia thai
do cua cong chung, lien ket chinh sach cua cac to chuc v6i IOi ich xa hi;>i,
thl,fC hi~n ChLJOng trlnh ho~t dQng d~ d~t dLiQC Slf hi§u biet Va SI/ chap
nhan cua cong chung".
Giao te thuong c6 mvc tieu nham thie't l~p va duy tri an tlfe)ng tfch Cl,(C
cua cac nh6m cong chung ve cong ty. Hinh thuc thu·ang la Sll dl)ng hop
baa, to ChUC Sl,( kien, Cung cap thong tin de baa chi du·a tin Ve San ph~m
ho~c cong ty, tham gia vao cac ho~t dong cong dong nhlf: tro cap, dong

' lkio ~rto K~·, 411ii kh;i" s;it ( 'h;in dung ng1r\1i 1il:11 di111g Viet Nam h;iP S(;TI ~/2006

16


CHUONG 1. TONG QUAN CH/EU TH/ VA QUAN TR! CH/EU TH!

g6p quy xa h(li, tai trc;1 cha
cong ty.

SL/

kien d~C biet

V.V ...

de tang Cllong hlnh anh

1.3.5 Chao hang ca nhiin (Personal selling):

Thanh to cuoi cung cua phoi thuc truyen thong la chao hang ca nhan,
mot hlnh thltC truyen th6ng ca nhan Va tn,tc tiep, nglfoi ban CO thuylft phl,JC
khach hang mua san pham djch Vl,J cua Cong ty hO~C hanh d(lng theo m(it
y t11ong nao d6.
Ban hang la hoqt dong tie·p xuc trLJc tiep giUa nguoi mua va nglloi ban,
(ho~c d6i mat hoac thong qua hinh thuc truyen th6ng khac) de thong tin
gidi thieu san pham.
Hoqt dong nay cha nha marketing mot Sl/ truyen thong uyen chuyen,
linh hoqt, nglloi ban co the gap va biet phan ung cua khach hang va dieu
chlnh thOng diep m(lt each thfch h(lp. (j khfa Cqnh rieng tlf, truyen thong
c6 trnh ca nhan h6a trong chao hang cha phep nguoi ban thiet ke thong
diep dap Ltng voi nhu cau rieng biet cua khach hang ho~c phu hc;1p voi tinh
huong khac nhau.
Chao hang cOng ghi nh~n nhieu thong tin phan hoi chfnh xac, We thoi
do anh hllong cua viec gioi thieu ban hang. C6 the danh gia hieu qua viec
chao hang qua phan Ltng cua khach hang. Neu thong tin phan hoi khong
thfch hQp, nglloi ban co the dieu chlnh th6ng diep. No ILJc chao hang cOng
cho phep nh~m vao khach hang m1,1c tieu va th! truong chuyen biet nhung nglloi co trien vong Ion nhat cho san pham va dich vv cua ceing ty.

II. auAN TRI CHIEU THI (QUAN TRI TRUYEN THONG MARKETING).

Ouan tr! chieu th/: 18 qua trinh phtfi htJp cac yeu to' cMeu thi di
phat triin mQt chtlang trinh truye·n thong to'ng htJp, co the' kie'm soat
dtltJc de' truye·n thong mqt each co hi~u qua

Gae nha marketing phai xem xet 11,ta chon cong cl,J nao, ket hnhu the nao de dqt mt,Jc tieu marketing va mt,Jc tieu truyen thong. Gae cong
ty cOng phai doi mat voi nr.iem Vl,J phan b6 ngan sach cho cac hoqt dong

17


CHUONG 1. TONG QUAN CH/EU TH/ VA QUAN TR! CH/EU TH/

quang cao, khuye·n m~i. giao te, marketing tn/c tie'p va chao hang la baa
nhieu cha hc;lp ly.
Cong ty xem xet nhieu yeu to trong qua trinh phat trien mot phoi thuc
truyen thong nhl.1: lo~i san pham, th! truong mt,Jc tieu, qua trinh ra quyirt
djnh mua cua khach hang, cac giai dF1n trong chu ky song cua san pham
va kenh phan phoi san pham nhLJ the nao. Noi chung, cong ty ban san
pham tieu dung Va djch Vl,J Cho ngl.1oi tieu dung thl.1ong dl,fa VaO quang cao
de thong tin Mn ngLJoi tieu dung cu6i cung, ngl!Oc l~i cac nha marketing
cong nghiep ban san pham phLtc t~p. co gia tr! cao day m~o hiem, thLJang
sv d1,mg chao hang.
Chao hang cOng dong vai tro quan trQng trong marketing hang tieu
dung. Cong ty san xuat hang tieu dung thllong duy tri 11,fc lllc;lng ban hang
M Chao moi nha phan phoi (Si, le) de phan phoi san pham den khach
hang. Trang khi d~i dien thuong m~i khong the giao tie'p voi khach hang
dl!c;lC nhung hQ l~i dong vai tro quan trong trong no 11,[C tim diem ban hang
moi, baa dam Cho san pham C6 Vi tr[ khong gian tren cac ke hang CUa
nha ban le, th6ng tin cha cua hang biet ve quang cao va chl.1dng tr1nh
khuye'n m~i cha nguai tieu dung, khuye·n khfch ho mua va c6 dong cha
nhan san pham t~i th! trl!ong dja phlldng.
Quang cao va chao hang pht,J thuoc rat nhieu vao lo~i thi tntong ma
cong ty kinh doanh trong cung mot nganh cOng co the c6 no 11,fc chieu th!

khac, vf dv: trong th! truong my pham, cong ty Avon, Debon, Mary Kay t~p
trung vao chao hang, trong khi Revlon va Max Factor chu yeu dl,fa vao
quang cao. Cac cong ty cOng co sl,f quan tam khac nhau giUa quang cao va
khuyen m~i. Cong~6 nhan hieu chat IL!Ong cao, su dvng quang cao ae
thuyet pht,JC khacm'ng Ve SI/ tuy$t hao Cua San pham, cJ8 Chltng minh
cha mac gia cao hdn va duy tri hinh anh cua san pham. Nhan hieu co chat
1uong thap ho~c san pham kh6 neu sv khac biet san pham, thuong c~nh
tranh bang gia, thuong d~ra v.jo khuyen mc;ii nhieu hdn.
QUI TRINH HO~CH D!NH

KE HO~CH CHIEU TH!.

Cung nhu moi chltc nang kinh doanh, hoc;ich djnh dong vai tro tat yeu
trong qua trinh phat trien va thl,fc hien mot chLJdng tr1nh chieu thi co hieu
qua. Thiet ke mot ke ho~ch chieu thi se cung cap mot mo hinh cha SI/
18


CHUONG 1. TONG QUAN CH/EU THI VA auAN TR/ CH/EU THI

phat trien, trien khai va kiem saat cac hoC;lt dong va ke ha(;lch truyen thOng
marketing tong hc;ip. Nglloi hoach dinh phai quyet d!nh vai tro, chuc nang
cua cac yeu to rieng biet cua phoi thuc chieu thi, phat trien Chien IL!QC cha
moi yeu to va thl/C hien ke ha(;lch. The nhlfng chieu th! chi la mot phan cua
ke haach marketing tong the, phai duc;ic ket hc;ip trong ke ha(;lch marketing
tong the.
Mo hlnh cua qua trlnh haach djnh truyen thong marketing tong hQp
1.M.C trlnh bay trong hlnh 1.3. Chung ta se nghien cuu cac noi dung Cd ban
trong qua trlnh nay.
II. 1 E>ANH GIA

KE HO~CH MARKETING.

Buoc dau tien trong qua trlnh haach d!nh la xem xet ke haach va mvc
tieu marketing. Truoc khi phcit trien ke ha(;lch chieu thi. nha marketing phai
hieu ro cong ty dang dung dau? Vi tri hien tai cua cong ty tren thi
truong, cong ty dv d!nh se di toi dau? Lam the naa d8 dat duc;ic vi tri d6?

a

Phan Ion thong tin nay se ton tC;li trong ke haach Marketing, ke haach
marketing c6 the dLioi nhieu dC;lng, nhllng n6i chung n6 baa gom nam yeu
to cd ban sau:
1. Phan tich tlnh huong mot each chi tiet baa gom viec danh gia ca
yeu to marketing ben trong daanh nghiep va phan tich moi trlfong
ngaai vi, ve canh tranh tren thi truong;
2. Mvc tieu marketing Cl) the se cung cap djnh hllong, khung thoi gian
cha ho(;lt dong marketing va cd chii cho viec danh gia ket qua;
3. Chien IL!Qc va chlfdng trlnh marketing se baa gom viec Iva chon th!
tniong mvc tieu, cac quyet dinh va ke hoC;1ch cha ban yeu to cua
marketing-mix;
4. Mot chlleing trlnh cho trien khai thvc hien chien ILIQc marketing, baa
gom xac d!nh nhiem w cv the phai thvc hien va trach nhiem;
5. Mot qua trinh kiem soat va danh gia viec thvc hien. cung cap
thong tin phan hoi de kiem soat chinh xac, nhung thay doi can
thiet trong chi1l°n IL!Qc marketing ho~c chien thu~t marketing;

0

'rHt1VItN

~ TRV0NG Ml HQC MARKETING

19


CH/JGJN.G 1. TONG QUAN CH/EU TH! VA .QUAN TR/ CH/EU TH!

Doi voi phan Um cong ty, M :ho;;ich chieu thi :1a mot .Phan .cua chien
1t1oc marketing, vi the nguoi l~p ke ho;;ich phai hieu ro vai tro cat yeu to
cua phoi thuc chieu thj trong toan b'Q :Chuong tr.inh mar'kelin_g.
Ke ho;;ich chieu thj duoc phat trien t11ong ti;/ nht:t kef 'ho;;ich marketing
va thuang su di.mg thOng tin ctii tie't, nguai l~p ·ke ho;;ich chieu thi .t~p trung
vao cac th6ng tin trong M ho<;ich marketing co Mn quan den c'h'ien 1uoc
chieu th!.
II. 2 PHAN TfCH TiNH HUONG CUA KE HO~CH CHIEU THJ.

Sau khi xem xet tcing quat ke ho;;ich marketing, b11oc ke tiep trnng .qua
trinh phat trien ke ho;;ich chieu thi la thl,fc hien viec phan tfch tlnh hu611g.
Cong viec nay t?p trung vao cac yeu to anh hLJCJng
Sl,f pnat trien Chien
luoc chieu th!. Giang nhll phan tich tinh huong marketing, phan tich tinh
huong chllong trinh chieu thi bao gom
phan tich n()i vi va ngo~i vi.

den

ca

20

CHUONG 1. TONG QUAN CHl#U PHI lY;if QUAN TR/ CH/EU TH/

1.

2.

DANH GIA K£° HO~CH MARKETING
Xem xet muc tieu va ke· hoach marketing
3. Va1 trO ctia·auang cao·v.i.Phan tich canh tranh
4. Danh gia anh ht.ling cira·m~i tn.1'.Jng

PHAN TfCH TiNH HU6NG KE HO~CH CHIEU TH!
Yeu JG'.:nOI vi
Yeu
ngoai vi

to

T6 cnac Dtl pMn ch1~u th/ c6ng ty.
Kh.l nang cua c6ng ty de· thl/c Mn chuong trtnh
chieu tht
Dann gi,1. chon l1ta da1 IJ; quang cAo
OAnlr gia Mi qua l'A he' hoach chieu thi ky trurJc

PMn tich hann ,,, khJch·Mng·
Pn~n khuc th1 tfl!~ng<11' th• tt1t(J11g muc Mu
Dtlfh 1•1 thl tri/tJng

PHAN TiCH auA TRINH TRUYEN THONG VA THl€T L~P MUC TIEU
Phan tich Qua trinh dap ting ctia ngtlii1 nMn
?h3n lien ngu6n phat thOng diep va cac nMn 16 cua kenn oMt
rn1e·1 13p muc Mu tnryen 1n6ng

Tniel 13p ngan sach
Phan b6 ngAn sach

truy~n

xAC DINH NGAN SACH
tnOng thti nghiem

PHAT TR1£N KE HO~CH TRUY~N THONG MARKETING T6NG HQP'
Ouang cAo
Khuyen mqi
Thiel Jjp muc lieu quJng cao.
Thiei Mp muc tieu ktrurei1 mai.
l(,1c d111t1 ngan sach quang cao
Xac d1nt1 ngiin sacn Ahu~··en mar
P.~At trien chien teo"c klruyen ma1
Phat trie·n chien tu(Jc th6ng dieP
Philt trien ch1en IU(Jc phuang t1en
Giao Id°
Tniei lap mvc tieu P.R
Marketing trlfc tlep
Xac d1nh ngan sach
Thiei Mp muc t1eu m~rketing tr11c tiep
PhJt trien cnuc nJng P.R

Xac dinh ngii11 sach
PhiJt trien chien til(Jc marketing wc tiep
ChAo hAng
Thiei 13p muc tieu chAo Mng.
Xac dmh ngan sach ctr:io hA11g
Phiit trien l'ai tr6 11' 11,icn nMm ban nano

1

2.

J
4.

5
6

THVC Hl~N CHl~·N LIJOC TRUYEN THONG MARKETING T6NG HQP
Chien IUOc truyen thOng marketing t6ng hOp
Sang tao va san xuat quang cao
Mua pnuong t1en khOng g1an. tho1 gian
Tniet ke· va thvc hien ch~ng trinh marketing trvc 11e·p
Tn1e·1 ke va pnan ph61 cac san pn~m khuye·n mat
Thiel ke· va thuc hien cntting trinh Qiao te

..
1.

2.

THEO Diil. Kt£M TRA VA DANH GIA CHl/ClNG TRiNH CHl~U TH!
Danh gra ket qu.i / n1eu qua ctia ch!Mlng trinh chieu thi
Do llllng. ki€m scat va di~u chinn ke hoach cnieu thi

..

Hinh 1.3: Mo hinh ho~ch djnh ke· ho~ch truyen thong marketing t6ng hQ'p

21


CHUONG 1. TONG QUAN CH/EU THI VA QUAN TR/ CH/EU TH!

11.2.1 Phan tich nQi vi:

Phan tfch noi vi d€ danh gia cac van de c6 lien quan Mn san pham
va ban than cong ty. Danh gia kha nang cua cong ty d8 phat·trien va trien
khai chlfdng trlnh chieu th! thanh cong, danh gia to chuc bo ph~n chieu th!
Cua Cong ty, va danh gia nhung thanh cong va that bQi cua cac ke hOQCh
trong qua khCf. Viec phan tfch nay cOng nghien cCfu U'U va nhlf<;!c diem c6
lien quan cua viec thljc hien chCfc nang chieu thi noi bQ ho~c dlfa ra de
nghi thue dQi ly ben ngoai. Truong h<;!p quyii't dinh thue dQi ly ben ngoai,
cong ty se phai quan tam d8 xem xet kha nang, phan tfch, kinh nghiem.
chuyen m6n cua dai ly.
Khfa qnh khac trong buoc nay la danh gia diem mQnh va diem yeu
cua hlnh anh nhan hieu/cong ty. Thong thuong hlnh anh cua cong ty trong
th! truong se c6 tac dong c6 y nghTa dang ke Mn thong tin chieu thi. Cong
ty c6 hlnh anh tot tren th! truong nhll: Sony, Citibank luon s~n sang hLI6ng
ve phfa truoc, di dau trong viec dap Cfng nhu cau thi truong. Cong ty hay
nhan hieu m6i tren th! tnlong, hlnh anh chlla tot nen t~p trung vao xay

dljng hlnh anh nhan hieu cua cong ty. kh6ng nen chi t~p trung vao l<;!i fch
cua san pham.
Phan tfch noi vi con danh gia diem mQnh, diem yeu cua san pham va
dich vµ, ba·t cCt nhung IQi fch c6 the co cua san pham, baa bl, gia, kieu
dang san pham ... Thong tin nay rat quan trong cha doi ngO nhan vien
sang tQo, ho se phai phat trien y tubng. thong diep quang cao cha nhan
san pha'm.
11.2.2 Phan tfch ngo~i vi:

Phan tfch ngo9i vi t~p trung vao cac yEl'u to nhu· d~c diem khach hang
CUa c6ng ty, phan kh(Jc thj trL/ong Chien lli<;!C djnh Vj, c9nh tranh, nhli bang
1.4. Mot phan qua~ trong trong phan tich ngo9i vi la xem xet chi tiet cac
d~c diem cua khach hang, mo hlnh qua trlnh ra quyet d!nh mua cua ho,
cac yeu to anh hLibng Mn quyet d!nh mua. 86ng thoi cOng quan tam Mn
Slj nh~n thCfc, trlnh do. each song cua hQ, nhu·ng tieu chuan ma hQ quan
tam khi ra quyet djnh mua. Thong thuong, mot cuoc nghien cu·u marketing
se can thie"t de tra loi cac van de tren.

22


CHUONG 1. TONG QUAN CH/EU THI VA QUAN TRI CH/EU TH!

Mot yeu to then chat trong phan tfch ngo~i vi la danh gia thi tn1ong.
sv hap dan cua cac phan khuc, phan khuc nao duoc chon la thi truong
m1,Jc tieu. San pham dl/Oc dinh vi nhlf the nao tren thi truong m1,Jc Mu,
hlnh anh cua san pham trong nh~n thuc khach hang ra sao.
Buoc nay cOng xem xet chi Mt den cac doi thu c~nh tranh tn,tc tiep
va gian tie'p. Phan tfch doi thu c~nh tranh chu yeu t~p trung phan tfch LIU
va nhliQC diem cua hQ, Chien ILJQC phan khuc, ml,JC tieu, djnh Vj cua hQ Va

Chien ILJQC thi trlfong ma hQ dang ap d1,Jng. Muc d(l va phan b6 ngan
sach chieu thi; chieri luoc phuong tien va truyen thong ho giii den khach
hang cOng phai xem xet.

ca

Bang 1.4 minh hQa cac yeu to n(li vi va ngo~i vi can quan tam khi thl,lc
hien phan tfch xay d1,1ng ke ho~ch chieu th!.

Bang 1.4: Cac y~fu Uf can quan tam khi phan tfch tlnh hucfog.
Veu

to nQi vi

Danh gia khB nang vs to' chr:tc chleu th!
cua Cong ty.
- Ttl chli'c bO ph~n chiliu thj
- Kha nllng cua cling tf de phat trili'n va
thlfc hi~n chU'c1ng trinh chil!u thj
Xcic d!nh vai tro va chli'c nllng cua cac d\li
ly quang cao
Danh gia ke't qua vs ke' ho11ch chleu th!
ky tntcic cua cong ty.
M11c lieu chil!u th! ky trU'ci'c
Ngan sach, phan btl ngan sach cho kf
hO\ICh chil!u th! ky trU'ci'c
- Chili'n IU'f1c chieu thj ky trU'ci'c
- Ke't qua kl!' ho~ch chiliu th! ky tntci'c
Danh gili hinh anh nhan, cong ty, vi~c
th1/c hitffen ktf ho11ch chieu thf ky truO'c.

DJnh gla LIU VS nhllQ'C dle'm cua san
ph;fm, dfch VII cua cong ty
- Liu I nhU'f1C diem cua san pha'm
- Lf1i dili'm then chll°t ciia san pha'm
- Diem dQc diio cua siln ph:lm
- Danh gia bao bi, nhan nieu
- So scinh vci'i san pha'm cua Mi thu.

Veu

to ngo~i vi

Phan tlch khach hang
- Ai mua san pha'm/ djch VI! ciia chling ta.
- Ai se ra quyli't djnh mua san pha'm
- Ai se anh hlf!Yng dl!n quy@'t djnh mua
- Quye·1 IY!nh mua dlf(fc lhl/C hi~n nhU' th!!'
nao, ai !ham gia vao quye·1 djnh mua
- Khach hang mua cai gi ? nhu cgu nao cgn
IYU'f1C !heh man ?
- T\li sao khach hang mua mOt nhan hieu?
- Khcich hang lim mua san pha'm a dau ?
- Mua khi nao, co theo mila khting?
- Thai 110 khach hang Mi vci'i san pha'm
- ve·u 10· xa hOi. nhlin kha'u,cach so·ng co
anh hU'!Yng ae·n quyl!t djnh mua khOng?.
- Nh~n thli'c cua khach hang v~ san pha'm ?
Phan tich Cl!nh tranh
- Ai la dtl'I thil trlfc tie'p va glan tie'p.
- Lf1i ich then chli't, d!nh vj siln pha'm so vol

dll°i thii C\lnh tranh
- Vj tri cu a cti ng ty so v6'i dti'i th ii
- Ngan s~ch quang cao ciia Mi thii
- Chili'n h!f1C phU'c1ng lien vii thOng itiep
quang cao Mi thu aang sit d11ng
Phan tich moi trucing
- Co XU hlfong nao anh hlfchil!u th! khting ?

23


CHUONG 1. TONG QUAN CH/EU TH! VA OUAN TR! CH/EU TH/

11.3 PHAN TfCH au.A TRINH TRUYEN THONG VA THIET L1'P
Ml,IC TIEU TRUYEN THONG.

Giai do~n nay cua qua trlnh ho~ch d!nh chieu th! xem xet lam the nao
cong ty se truyen thong mot each c6 hieu qua Mn khach hang trong thi
truong m1,1c tieu. Nguoi l~p kif ho~ch phai suy nghT qua trinh ma nguoi tieu
dung se trai qua trong viec dap Ltng voi qua trlnh truyen thong marketing.
Qua trlnh dap ang doi voi san pham khi nguoi tieu dung ra quyil't dinh bieu
th! mac do quan tam cao va thuong khac voi quyet dinh mua theo th6i quen
mua thuong xuyen, Sl,l khac biet nay se anh hlfdng Mn chie'n llfc;lc chieu thj.
Ouyet dinh truyen thong lien quan den su d1,1ng cac nguon phat khac
nhau, thong diep, kenh phat khac nhau. Nglfoi l~p ke ho~ch xac djnh cac
lo~i anh huang khac nhau cua cac thong diep quang cao doi vdi nguoi tieu
dung va thong diep thfch hOP cho san pham, ho~c nhan. Can h,Ja chon
phuong tien nao (tivi, radio, bao, marketing tn,tc tiep) va ca chi phf de thl,lc
hien.

Mot phan quan trong cua buoc nay la thiet l~p m1,1c tieu truyen tMng.
Can phan biet m1,1c tieu truyen thong va m1,1c tieu marketing. M1,1c tieu
marketing de c~p den cai ma chung ta can d<;!t b~ng chuong trlnh
marketing tong hc;lp, c6 the la doanh s6, th! phan, IOi nhu~n. Trong khi m1,1c
tieu truyen thOng lien quan den Cai ma Cong ty can d~t dlfc;lC bang cac
chuong trlnh chieu thi.
M1,1c tieu c6 the la hieu qua truyen thong, c6 the la t~o sl,l nh~n thac
ve san pham ho~c thuOc trnh IOi fch san pham, t<;10 an tuong, hlnh anh,
phat trien thai dO Lia thfch doi voi san pham, t<;10 SI) quan tam mua san
pham. M1,1c tieu truyen thong se chi d~n cho vi~c phat tri~n chien luoc
truyen tMng marketing cling nhu trien khai cac ke ho<;1ch c1,1 the cua ph6i
thuc truyen thong.
11.4 xAc £>!NH NGAN SACH CUA

KE

HO~CH CHIEU TH!.

Sau khi xac dinh m1,1c tieu, buoc ke tiep la xac d!nh ngan sach chi cho
~O<;lt d(lng chieu thj. Hai van de can giai quyet la: chUOng trlnh chieu thj
ton baa nhieu chi phf? va tha hai, se phan bo ngan sach cho cac ho<;1t
d(lng chi tie·t nhu the. nao? Ly tudng nhat la cac cong ty chi mot so Mn
tlfOng ung voi viec thl,JC hien cac m1,1c tieu da d~t ra. Tren thl,JC te, ngan

24


Cl-IUONG 1. T6NG QUAN CH/EU THI VA QUAN TR! CH/EU TH!

sach

theo
d!nh
trien

dLJQc xac dinh don gian hdn bang each chi theo kha nang ho~c chi
ti le phan tram theo doanh so. Giai doc.in nay, ngan sach chLJa xac
chinh xac, c6 the chua hoan tat cha den khi chien ILJQc chieu th! di.!Qc
khai.

11.5 PHAT TRIEN KE HO~CH TRUYEN THONG MARKETING
TONG HQP.

Phat trien Chl/dng trlnh l.M.C n6i chung baa gom cac bl/OC chi ti8t cua
qua trlnh lap ke hoc.ich chieu th!. Nhll phan dau da trlnh bay, moi yeu to
chieu th! c6 LIU diem va he.in che nhat djnh. 0 giai doc.in nay, phai ra cac
quyet djnh lien quan aen vai tro cua moi yeu to va phoi hc;jp cac yeu t6 voi
nhau. Nhu hlnh 1.3 moi yeu to trong phoi thuc chieu th! c6 mvc tieu rieng
biet c6 ngan sach va chien ILJQc clap ung rieng. Trang buoc nay cOng phai
ra cac quyet dinh lien quan den thlfc hien chuong trinh chieu th!. danh gia
Vi$C thl/C hien Va quyet djnh dieu chlnh, thay doi can thiet.

Vi dv: chuong trinh quang cao se c6 mvc tieu rieng, thuong baa gom
truyen thong mot so thong diep aen khach hang mvc tieu. Xac d!nh ngan
sach. tim kie·m de.ii ly quang cao, phai chi baa nhi&u tien de phat trien
chien d!ch quang cao va mua phudng tien quang cao de chuyen tai thong
diep quang cao.
Hai van de quan trong cua chLJdng trlnh quang cao la phat trien thOng
diep quang cao va chien ILJQc phudng tien quang cao. Phat trien thong diep
de cap den Chien IL/QC sang t(.lO, xac djnh nhung thong diep, thong tin thu
hut Cd ban ma nha quang cao muon chuyen den khach hang ml)C tieu.

Chien luQc phudng tien bao gom xac d!nh kenh truyen thong se su dvng
phat thong diep quang cao cha khach hang mvc tieu. Guyet d!nh lac.ii
phlldng tien se su dvng (baa, t<.1p chi, radio, tivi, pano). Cong nhu chon
phuong tien cv the (lo<.1i baa nao. chuong trlnh tivi nao). Nhiem vv nay doi
hoi danh gia can th~n LIU diem va nhu·Qc diem cua moi phu·ong tien, chi
phi, kha nang phat thong diep quang cao mot each c6 hieu qua den th!
truong mvc tieu.
Mot khi thong diep va Chien ILJQC phuong Mn da dLJQC xac djnh, bLJOC
ke tiep la phai trien khai thlfc hien. Hau nhu cac cong ty Ion deu thue d<.1i
ly quang cao l~p ke ho<.1ch va thlfc hien thOng aiep quang cao cong nhu

25