Quản trị chiêu thị trần thị ngọc trang

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

CHUONG 1 TONG QUAN CH/EU THI VA OUAN TR! CH/EU THI

CHUONG I

TONG QUAN VE CHIEU THI VA

QUAN TRI CHIEU THI

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 th1,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

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

0 Viet Nam, W khi nat 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

w 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

1.1 MARKETING LA Gi?

1.1.1 Marketing 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 Ian nqLJoi mua

1

Adv\:rlising Age

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 w 30 - 90 % Do do cac cong ty

phai quan tam den Slj phat trien moi quan he VOi cac khach hang cua mlnh

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

phoi cac yeu to 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,

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 w nha san xuat

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

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 a cong chung ve cong ty

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 le

• 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

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

TRUYEN THONG MARKETING TONG HQP

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:

1

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

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

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)

1 AT&T 3.344 1 Procter&Gamble 4.898

2 Verizon Communications 2.821 2 General motors 3.296

3 Sprint Nextel 1.775 3 Ford Motor Co 2.576

4 American Express 928.7 4 Walt Disney 2.320

5 General Mills 920.5 5 Johnson & Johnson 2.290

9 Deutsche Telekom 815.1 9 DaimlerChrysler 1.952

10 IBM 516.5 10 General Electric 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

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

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

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 nh<i phan ph6i d1a phuong de khuye"n khicl1 nguoi tieu dung 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<in san pham cua nha san xuat cho ngu6i lieu di1ng

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<ich hang cua ho dimg san pham d6

Hinh 1.2: Cac lo~i quang cao ph6 bie·n

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 promotion-mix 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

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: m~c Mu nham den nguoi tieu dung cuoi cung, si'.I d1,mg cac hinh thuc nhu phieu giam gia,

t~ng mau san pham tien thllOng, giam gia, thi, XO SO, trung bay tai di€m ban Cac hinh thuc nay khuyen khfch nguoi tieu dung mua ngay, mua nhieu, mua thuong xuyen san pham giup tang doanh so trong doan ky

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 o My 2002 vuot qua 250 ti USO 0 Viet Nam: nam

2006 da c6 357 chuong trinh khuyen mai v6i tong tr! gia 523 tI dong2 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

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

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

~rto K~·, 411ii kh;i" s;it ( 'h;in dung ~/2006

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

g6p quy xa h(li, tai trc;1 cha SL/ kien d~C biet V.V de tang Cllong hlnh anh cong ty

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 h<Jp chung nhu 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

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

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/

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 a 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? 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;

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 den 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 ca phan tich n()i vi va ngo~i vi

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

Phan tich canh tranh

3 Va1 trO ctia·auang cao·v.i.<ttuye·n mai

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 to ngoai vi

T6 cnac Dtl pMn ch1~u th/ c6ng ty

Ouang cAo

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

xAC DINH NGAN SACH Tniel 13p ngan sach truy~n tnOng thti nghiem

Phan b6 ngAn sach

PHAT TR1£N KE HO~CH TRUY~N THONG MARKETING T6NG HQP'

Khuyen mqi Thiel Jjp muc lieu quJng cao

l(,1c d111t1 ngan sach quang cao

Phat trie·n chien tu(Jc th6ng dieP

Philt trien ch1en IU(Jc phuang t1en

Thiei Mp muc tieu ktrurei1 mai

Xac d1nt1 ngiin sacn Ahu~··en mar

P.~At trien chien teo"c klruyen ma1

Giao Id°

Marketing trlfc tlep

Thiei Mp muc t1eu m~rketing tr11c tiep

Xac dinh ngii11 sach

Tniei lap mvc tieu P.R Xac d1nh ngan sach PhJt trien cnuc nJng P.R 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

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

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

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

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

ca 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

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 hlf<Yng dl!'n kl!' hO\ICh chil!u th! khting ?

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

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

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

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

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

danh gia va chon mua cac phlfdng tien M thtJc hien quang cao cha ho Tuy nhien phan Ion cac dai ly quang cao thlJC hien cong viec rat ch~t che voi khach hang khi hQ phat trien quang cao va chon phuong tien v1 doi voi ho, dieu nay Chung to Cong Vi$C sang tao Cua hQ

11.s THEO 061, E>ANH GIA vA KIEM soAT KE HO~CH CHIEU TH!

Buoc cu6i cung cua qua trlnh chieu thi la theo d5i, danh gia va kiem soat chuong trlnh chieu thi Van de quan trong la chuong trlnh chieu thi c6 thvc hien tot va dap ang m~c tieu truyen thong khong? Nguoi hoach d!nh phai biet chuong trlnh dL!Qc thl,fc hien nhlf the nao phai biet nguyen nhan cua tlnh trang dat dLiQC Vi d~: van de cua chlidng trlnh quang cao c6 the nam 0 thong diep quang cao ho~c ke' hoach phlfdng tien khong the den duQc khach hang mvc tieu Nha quan tr! phai biet ly do dan den ket qua d8 thl,fc hien viec dieu chinh chuong trinh

Giai doan cu6i cung cap cha nha quan tri thong tin phan hoi lien tvc lien quan Mn hieu qua cua Chuong trlnh chieu thj, n6 c6 the SU dvng nhll thong tin dau vao cha qua tr1nh hoach dinh tiep theo Nhu h1n~ 1.3 minh hoa nhung thong tin d1,ta tren ket qua dat duQc bang thvc hien chieu th! duQc sl! d~ng trong viec hoach dinh va phat trien cac chitfo luQc chieu thi

ky sau

T6M TAT CHUONG

Hoat d(lng chieu thi la mot thanh to quan trong cua marketing trong phan Ion cac to chlfc 8e hieu ro vai tro cua chieu thi trong ke· hoach Marketing, chung ta phai hieu ro vai tro va chllc nang cua marketing trong mot t6 chLrc Nhiem W Cd ban cua marketing la ket hQp ban ye'u to c6 the kiem SOat dLiQC, dlfQC biet nhli la marketing-mix trong m()t ke hOaCh tong hQp d8 tao sv thu~n IQi, de dang cha viec trao doi voi thi truong mvc tieu Cac yeu t6 cua marketing-mix la san pham, gia ca, phan ph6i va chieu th! Trang nhieu nam, chLrc nang chieu th! trong to chuc thuong do quang cao chie·m LfU the, tuy nhien ngay cang nhieu cac cong ty nh~n thuc tam quan trong cua truyen thong marketing tong hQp, ph6i hQp cac ye'u to marketing va cac yeu t6 chieu thi khac de dat mvc tieu c6 hieu qua hdn va mot chLfdng trlnh truyen thong hi1u hieu hon C6 m(lt s6 cac yeu to lam nen tang cha sv thay d6i quan diem ve l.M.C cua cac nha marketing, cac dai ly

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

quang cao to chuc d!ch w khac nhau Ly do lam cho vai tro cua l.M.C ngay cang tang la Slj thay dOi nhanh ch6ng Cua moi trlfong, lien quan den nglfbi tieu dung ky thu~t phlfOng tien truyen thong Sl,f phat trien cua l.M.C cOng mang de·n m(lt sl,f thay d6i trong each thuc ma m(lt cong ty trien khai ChlfOng trlnh marketing san pham cua mlnh 86 la m(lt Slj dich chuyen chi phi tU quang cao sang khuyen mQi, sl,f phat trien nhanh ch6ng cua CO SO d[! lieu marketing va Sl,f ket noi thj trlfOng phlfOng tien quang cao Chieu thi dl1Qc xem nhu la chuc nang truyen thong cua marketing N6 dlfQc thl,fc hien thong qua phoi hQp cac hoQt d(lng: quang cac.,khuyen mQi, chao hang va marketing trl,fc tiep Vu va nhlfQC diem van c6 cua m6i hinh thuc anh hlfOng den vai tro cua chung trong chlfOng trinh marketing tong the Trong viec phat trien chuong trinh chieu th! nha marketing phai quyet djnh sl'f dvng cong cv nao va ke't hQp chung nhu the· nao de dQt mvc tieu marketing va mvc tieu truyen thong cua to chuc

Quan tr! chieu thi bao gom dieu ph6i cac ye·u t6 ph6i thuc chieu th! de phat trien mot chlfOng trlnh truyen thong marketing c6 hieu qua Mo hinh cua qua trinh hoc;ich djnh chieu thj trong hlnh 1.3 bao gom mot s6 bl16c: danh gia ke hoc;ich marketing, phan tich tinh hu6ng kif hoc;ich chieu thi, phan tich qua trlnh truyen thong, xac dinh ngan sach, phat trien mot ke· hoc;ich truyen th6ng marketing tong hQp, trien khai thi,ic hien chien IL1Qc truyen thong va theo doi, danh gia va kiem soat chlfong trlnh chieu thj

CHUONG 1 TONG QUAN 'CH/EU THI VA QUAN TRI CHIEU THI

CAU HOI THAO LU~N

1 Phan tfch vai tr6 cua truyen th6ng marketing tong hQp trong chien luQc marketing-mix

2 Thao lu~n vai tro cua quang cao va chieu th! khi tht!C hien hOQt d(lng chieu th! a cac nu'Cjc dang phat trien

3 C6 y kien cho rang each thuc ma m(H to chuc truyen thong v6i khach hang khong chi gi6i hQn b chieu th! vl moi hoQt dong marketing deu la gui thong tin Hay thao lu~n: mot to chuc lam the nao de truyen thong

Mn khach hang qua truyen th6ng marketing chu khong chi a hoQt d(lng chieu th! Cho vr d1,1 d~n chung

4 Khai niem 1.M.C la gi? TQ1 sao cac to chuc c6 each su d1,mg 1.M.C khac nhau?

5 Th3o lu~n ly do tQi sao each tiep c~n l.M.C IQi tro nen pho bien hon doi voi cac nha marketing BQn co nghT r~ng 1.M.C se con tie'p t1,1c phat trien khong? TQi sao c6? TQi sao kh6ng?

6 Hinh 1.2 minh hoa phan IOQi quang cao doi v6i thi truong tieu dung va th! truong cong nghiep Chon mot loQi hinh quang cao trong th! tnJong tieu dung va mot loQi hlnh quang cao trong thi trllong cong nghiep Tim vr di) tuong ung cho hai loQi hlnh quang cao do, hay giai thlch m1,1c tieu Cl,J the cua cac Cong ty trong mau quang cao d6

7 Uu va nhllQC diem cua nhung yeu to trong phoi thuc chieu th! Xac djnh vai tlnh huong ma cong ty phai dt!a vao mot yeu to c1,1 the nao do

8 Thao lu~n tuyen truyen, giao Hf khac voi hinh thuc khac cua phoi thuc chieu thi nhu the nao, phan tich each thuc dap ung cua doanh nghiep khi ho doi m~t voi kh6 khan ho~c co hoi do cong chung tQo ra

9 TQi sao nhung nguoi lam viec trong ITnh we chieu th! can thie't phai hieu Ve cac yeu to cua phoi thuc Chieu thj Chu khong chi hieu linh VlfC chuyen mon cua ho?

CHUONG II: KHIA C,A,NH KINH r{ - D,A,O DIJC - xA H(JJ CUA CH/EU TH!

CHUONG II

KHiA C~NH ;KIN:H TE - £)~0 £>UC

-,,,,,, A , I A

XA HQI CU.A CHIEU THI

Chuong nay de c~p Mn vai tro cua quang cao va cac hlnh thuc khac cua chieu th! dllOC SU d1,mg nhll la m{)t each thuc truyen dc;it thong tin Mn nguoi tieu dung v~ tac dong Mn thai ,do cua ho Chung ta da de c~p den Chuc nang cua quang Cao va chieu th'j trnng boi canh cua moi truong kinh doanh va moi trllong marketing VOi Sl,i' gia djnh cac yeu to moi trllong nay rat thich hl;lp Tuy nhien trong he thong th! truong tl,f ·do, ben cc;inh quan diem thua nh~n vai tro va tac d!,!ng cua cac cong cv chieu thi v~n ton tc;ii nhCTng cuoc tranh lu~n dua ra nhung quan di~m trai ngvoc nhau khi xem xet Mn khfa cc;inh kinh te·, van Ma, dc;io due xa hoi cua quang cao va cac hinh thuc khac cua chieu thj

san ph~m va gia ca

Do ban chat va sue anh hubng cua cac hinh thuc chieu thi aen moi nguoi va nhieu ITnh we trong xa hoi N6 luon la chu de cua cac cuoc tranh

lu~n va phe binh Nhieu tai lieu khOng nh[tng phe binh ve cac phUdng phap

va nghe thu~t the hien quang cao, khuyen mc;ii ma con phan trch h~u qua cua n6 doi voi xa hoi Gae nha phe blnh thuoc rihieu ITnh we: cac hoc gia, CaC nha kinh te, nha chfnh tr!, nha xa h(li hQC, cac Cd quan CUa nha nL!OC, cac nha phe blnh xa hQi, cac nh6m quan tam d~c bi$t va nguoi tieu dung

CHlfONG II: KHIA C,t;.NH KINH T{ - DAO DUG - XA H()I CUA CH/EU TH!

da cong kfch quang cao voi nhieu ly do khac nhau Nhvng t~p trung vao hai quan diem trai ngvoc nhau sau day:

1 Phe phan si,r hoc;it dong VLJOt qua chuc nang cua chieu th! mlic do anh hvbng den c(lng dong, cac phvong phap dvoc su dvng de loi cuon khach hang, va anh hllong cua n6 voi nen kinh te

2 Quang cao c6 vai tro va mot SU<: mc;inh ghe gom doi voi ngLJoi san xuat, ngLJoi tieu dung va doi voi nen kinh te xa h(>i

Chung ta se xem xet nhO'ng quan diem nay W cac khia cc;inh khac nhau: dQO due, van h6a xa h(>i va hieu qua kinh te cua viec quang cao Va chieu thi

I KHiA C~NH E>~O E>UC XA HQI CUA QUANG cAo CHIEU TH!

Quang cao va chieu thi thllong hoQt d<)ng trong moi tr11ong nhat dinh trong d6 m6i trvong xa h0i va qui djnh phap lu~t rat quan trong Gae hoQt d(lng nay vua chiu si,t chi phoi, kiem scat cua cac yeu to phap lu~t dong thoi cung chiu ap 11,tc, phe phan w gi61 cong chung va cac nha phe blnh Nhieu dieu lu~t qui dinh nhung dieu ma cac nha chieu thi nen lam va khong nen lam Tuy nhien khong phai moi thu deu c6 the qui dinh ro rang day du trong cac van ban phap lu~t Mot so ch11ong trlnh chieu thi tuy duoc

Sl,t chap thu~n cua cac CO quan chuc nang, nhLJng IQi bj xa h(>i, Cong lu~n

chl trfch phe phan Van de nay, bu(lc cac nha marketing phai thvong xuyen xem xet d1Ja ra cac quyet djnh dl,fa tren SI/ can nhac ve dQO d(Jc hOn la tinh hop phap

8c;io d(Jc la nhO'ng gia tri, nguyen tac (Ing xu ma n6 anh hvong den nhQng hanh dong va quyet djnh cua mot ca nhan hay cua mot nh6m Mot hanh dong cv the nao d6 c6 the phu hQp voi lu~t le nhvng khong phu hOP ve m~t dc;!O due Vi dl): khong m(lt dieu lu~t nao c6 the ngan can cac cong

ty san xuat dLJOC pham quang cao va chieu thj cha cac dLJOc pham tri cam thong thLJbng cua mlnh Tuy nhien, quang cao qua muc c6 the d~n nguoi tieu dung den tlnh trQng su dvng tuy tien, dieu nay lam cha nhieu ngvoi phai can nhac den van de dQO due trong kinh doanh Va quang cao

Nhieu cu(lc tranh lu~n chung quanh van de each thuc truyen thong cua cac c6ng ty ve san pham dich Vl) cua mlnh Nhieu c6ng ty dLJa ra cac n(li

CHUONG II: KH(A C,d.NH KINH T{ - DAD DIJC - XA H6! CUA CHIEU TH!

dung quang cao qua cuong di~u hay sll d1,mg phuc:Jng thuc quang cao nhan m;;rnh loi song, thi hieu khong phu hQp, dieu nay anh huong den gia tri cua cong dong, va tieu chuan mau ml,lc ve loi song

Nhung phuong thuc quang cao thuong bi phe phan la nhung quang cao c6 noi dung lua doi khong trung thl,lc, quang cao khiem nha, phi dc.io due, lc.im dung tre em hay xuc phc.im nhan each phu nil ch~ng he.in

1.1 auANG cAo KHONG E>UNG Sl,1 TH~T HAY LUA B!P

Mot trong nhi1ng ly do khien nguoi ta chi trich quang cao la: nhieu quang cao dUa ra cac n()i dung quang cao cubng di~u khong trung thl,lc va lua doi nguoi tieu dung

Chung ta chu y rang quang cao la thong tin chu quan cua cac cong ty,

do d6 ho c6 the dlla ra nhi1ng ly le chu quan d8 thong tin ve san pham CUa mlnh, nh~m thu hut Sl,l ChU y cua khach hang

Gae nha quang cao cha r~ng quang cao khong lua doi nguoi tieu dung mot each co~'· ho chi cung cap thOng tin cha nguoi tieu dung, con quyet dinh chon mua san pham hay khong hoan toan do nguoi tieu dung quye't dinh Quang cao khong the buoc khach hang mua san pham khong co chat luong, gia ca khong hQp ly va n6 cOng khOng c6 s~n tren thi truong M~t

khac, khong the n6i rang nguoi tieu dung bi quang cao tac dong, neu ho chi'.J dong khong tiep xuc voi cac thOng di~p quang cao, th~~ chi cha du ho tiep xuc thuong xuyen voi cac thong di~p quang cao nhUng ho c6 nhUng kien thuc

va kinh nghiem nhat dinh ho cOng khOng d~ gi bi chi phoi Quang cao chi la mot nguon thong tin tham khao, n6 khong ep bu(lc bat cu ai mua san pham Cac nha quang cao c6 quyen dua ra nhO'ng tlnh huong c6 !Qi nhat cha cac san pham va djch Vl,J cua ho, nglloi tieu dung c6 the tµ bao ve ho khoi nhl1ng loi thuyet phuc do b~ng nhieu each chu dong

fJe baa dam sv trung thl,lc trong quang cao, can thiet phai co cac hoc.it dong kiem soat cua Chi nh phu thong qua cac qui d!nh, lu~t ho~c quan ly qua cac t6 chuc chuyen nghi$p, hi$p h(li Cac t6 chuc nay se dua ra nhi1ng qui t~c

bien phap de kem chan nhUng nha quang cao khong 1u·a gQ.t nguoi tieu dung

Vi du: a My c6 mot so t6 chuc hoc.it dong nham kiem soat quang cao nhu:

CHUONG fl: KHiA CflNH KINH r{ - EJflO EJ(/C - xA Hr)! CUA CH/EU THI

* Hoi dong quang cao quoc gia (NARC): c6 m~c tieu ho~t dong ia duy tri nhung· tieu chuan cao ve SI,/ th~t va SI,/ chinh xac trong quang cao QUOC gia H(>i dong co 2 cd quan thua hanh: v~ quang cao quac gia (NAO) va Ban danh gia quang cao quoc gia (NARB)

* v~ quang cao quoc gia (NAO): co trach nhiem ti~p nh~n xuc tien, danh gia, dieu tra, phan tich va to chuc cac thLJanu thuyet ban dau voi mot nha quang Cao ve nhfJng khieu n~i hay thac mac lien quan den SI,/ th~t Va tinh chinh xac cua quang cao quoc gia

* Ban danh gia quang cao quoc gia (NARB): ho~t dong voi tu each la m(lt nh6m d(lc l~p danh gia cac quyet djnh cua NAO khi c6 cac W chong an

* Gae to chCJc khac: Lien doan quang cao b My, Hiep hOi cac to chac quang cao b My, Hiep hoi nhung nha quang cao quoc gia va Hoi dong cac phbng cai thi~n kinh doanh

Minh hoa bang 11.1 trinh bay mot so nguyen tac quang cao cua Lien doan Quang cao My (FAA) ap d1,mg cha cac nha quang cao trong viec chuan bi va

·danh gia nhung noi dung quang cao cua ho

CHUONG II: KHiA Cf!NH KINH r{ - £Jfl0 £JUG - xA HP! CUA CH/EU TH!

Bang 11.1: MQt so nguyen tac quang cao cua Lien doan quang cao My F.A.A

Ton trqng SI/ thQt: Quang cao phai neu dung Sl,J' th~t va phai cung cap nhung sv kien minh hoa Quang cao khong dllc;1c bo sot thong tin ma c6 the ' danh IUa cong chung

L -·~ - _,

! Ch((ng minh: NhO'ng loi quang cao ve san pham phai dlfi;!C Chung minh r5

i rang cong ty quang cao phai c6 du cac chung cu chung minh trllck khi

I quang Cao san pham

Slf so sanh: Quang cao se co tranh dlla thong tin lua doi, nhung thong tin

VO can CU ve doi thu CQnh tranh hay San pham va djch V~ cua doi thu CQnh tranh,

Ouang cao cau mo'i: Khong sl! d~ng quang cao nhll la cong c~ de thu hut nglloi tieu dung ve mot san pham hay djch w nhtJng nham vao viec ban san pham khac thllong la ban gia cao hon

Bao hanh: Quang cao cung cap du thong tin ve dieu kien bao hanh san

pham de nglloi tieu dung biet ro cac dieu khoan nhll: noi dung bao hanh, each bao hanh, thOi gian va phQm vi bao hanh Neu gioi hQn ve kh6ng gian

va thoi gian de neu cac thong tin tren, can neu them nguon tham khao khac

de nglloi tieu dung c6 the tham khao trtJc'.lc khi mua

Quang cao ve' gia ca: Quang cao se co tranh dlla ra nhO'ng thong tin ve gia

' ca, ho~c Chung to SI/ Mt kiem cho khach hang nhllng viec d6 la kh6ng : dung ho~c khong kiem chung dlli;ic (vf d~: gia ban twoc day la d, gia hien nay giam 30 %, khong the kiem Chung dllc;1C thl,J'C Sl,J' gia trtJ6C day la bao nhieu)

Slf chung nhQn: quang cao chung nh~n phai dtJQc SI/ xac nh~n bai cac chuyen gia c6 nang It.le hay dtJOc xac nh~n qua kinh nghiem va y kien trung thl,J'c cua nhung chung nhan (Vf d~ quang cao "San pham nay duc;1c cac bac

sT khuyen dung" phai neu ro ngl/oi chung nh~n la ai, phai la m(lt bac sT thl,J'c sl,J', khong cho phep dien vien quang cao m~c ao blouse tr~ng dong vai bac

ST}

Thim my va van h6a: Quang cao khong duc;1c ti! do sl! d1,mg nhung loi le,

anh minh hOQ, hay CaC an y C6 the XUC phQm den cac gia trj Ve van h6a,

~ tap quan thuan phong my t~c cua cong chung

, _ - · · · - - - '

CHUONG II: KHiA CflNH KINH T{ - DAO oUc - XA H(JI CUA CH/EU TH/

Chinh phu cac m.toc phat trien deu co bien phap quan ly ho;;it dong quang cao, chieu th! d nuoc mlnh thong qua cac bQ lu~t nhu: qui djnh cam ban hang theo kieu hlnh thap, lu~t quang cao ciia Trung ·Quoc (1994), lu~t

qu~ng cao ciia Anh (1974), lu~t d;;io due quang cao ciia Philippine (1996) (j Viet Nam de quan ly ho;;it dong quang cao khuyen me.ii tren ca nuoc Quoc h(li da ban hanh cac van ban lu~t nhu:

• Lu~ t Thuong me,i i na m 1997 sua d6i tha ng 6 na m 2005

"'

• Phap lenh quang cao nam 2001

Chinh phii Viet Nam da ban hanh cac nghi d!nh va thong tu huong dan thi hanh lu~t nhu Ngh! d!nh 24/2003/NEl- CP (ngay 13/03/2003, gom 5 chuong 36 dieu), Thong tu 43/2003/TT-BVHTT (ngay 16/07 /2003), Ng hi d!nh 37/2006/NEl- CP (ngay 4/4/2006, gom 6 chuong 43 dieu), Elay la nhung van ban phap ly chu yeu de quan ly hoQt dong quang cao, khuyen me.ii b Viet Nam (Xem phan phi) II.le) nhv minh hQa bang 11 2 Ngoai ra cac d!a phvong, cac nganh con c6 qui d!nh rieng de quan ly tQi d!a phvong, nganh minh

Bang 11.2: Cac quang cao thu'r:tng mc,i bi cllm theo Lu~t Thu'r:tng m~i Vi~t Nam

1 Quang cao lam tiet lo bi m~t nha nude, phvong h;;ii den doc l~p

chU quyen, an ninh qu6c gia va tr~t tlf, an toan xa h()i

I 2 Quang cao c6 SU dt,mg san pham quang cao, phliong ien quang cao

i trai v6i truyen thong lich si'.l, van hoa d;;io due, thuan phong my tl)c

I

trai voi qui djnh cua phap lu~t

3 Quang cao nhung hang h6a, djch v1,1 ma nha nuoc ca'm kinh doanh,

he.in che kinh doanh ho~c cam quang cao

4 Quang cao thuoc la, rvou c6 do con w 30 do trb len va cac san ph~m hang hoa chva dvoc phep lvu thOng, d!ch Vl) chua dvoc phep cung ung tren th! trvong Viet Nam tai thoi diem quang cao

5 LOi d1,mg quang cao thlldng me.ii gay thiet he.ii de'n IQi ich cua Nha nvoc, t6 chuc, ca nhan

6 Quang cao b~ng viec sii dl)ng phvong phap so sanh trlfc tiep hoc.it

CHUONG II: KH{A CANH KINH T{ - DAO otJc - XA HO! CUA CH/EU TH/

dong San xuat, kinh doanh hang hoa, djch VI) Cua mlnh VOi hOQt dong san xuat, kinh doanh hang hoa djch vu cung loQi cua ttiuong nhan khac

7 Quang cao sai voi SI/ th~t ve mot trong cac noi dung so luc;mg, chat I

! lllc;ing, gia, cong d1,1ng, kieu dang, xuat XU hang hoa, Chung IOQi, bao

I bl, phuong thuc ph1,1c VI), thoi hQn baa hanh cua hang hoa djch VI)

I 8 Quang cao cho hoQt dong kinh doanh cua mlnh bang each SU d1,1ng i

san pham quang cao vi phQm so huu tri tue; SU d1,1ng hlnh anh cua i

to chuc, ca nhan khac de quang cao khi chua duc;ic to chuc, ca nhan

do dong<;

9 Quang cao nham qnh tranh kh6ng lanh mQnh theo qui djnh cua phap lu~t

(Trfch dieu 109 chunng IV Xue tien thuong m<,1i - Lu~t thuong m<,1i 2005)

1.2 auANG cAo KHIEM NHA, KHONG HQP VAN HOA

StJ phe phan quang cao thuong t~p trung vao nhung quang cao khiem nha, kh6ng phu hc;ip van h6a, gay ra stJ xuc phQm den cong chung ThLJong la, do quan niem khac nhau ve chlnh san pham dllc;ic quang cao va each thuc quang cao Chung ta se xem xet nhung loQi quang cao nay:

1.2.1 Quang cao san pha'm mang tfnh rieng ht:

Do chinh san pham: nglloi tieu dung c6 the bi xuc phQm hay We gi~n

bo1 viec quang cao mot so san pham c6 tinh chat rieng tu, te nhj Nhieu ngu"bi kh6ng de dang chap nh~n viec quang cao mot so san pham ca nhan, rieng tll nhU: san pham tranh thai, san pham ve sinh ca nhan, do 16t Tuy nhien trong nhung nam gan day voi thay doi ve each song, SI/

bung no ve dan SO, SI/ tuyen truyen rong rai ve dQi djch AIDS, SI/ chap

nh~n cua cong chung ve viec quang cao cac san pham nay tro nen de dai hon

M(lt van de khac lam phi~n long nglloi tieu dung la hlnh th(!c Slt d1,1ng cac phucmg phap thu hut de· thu hut khan gia m1,1c tieu VI d1,i: nhieu nguai phan doi phuong phap thu hut bang cam xuc tieu cLJc (di vao sv so Mi, lo

so cua con nguoi) Quang cao cac san pham khu mui, thu6c sue mieng, va

CHUONG II: KHIA CflNH KINH T{ - £Jfl0 £JUG - XA H(Jt CUA CH/EU TH!

dau goi dau chong gau, my pham trj cac benh ve da Nhung quang cao nay bi chi trfch vl n6 co tc.to ra Sl/ l~ng, n8i lo so cua xa h()i de ban nhung san pham nay (Vf dl,J: quang cao mot lac.ti kem tri m1,rn B, dua ra hlnh anh dang so ve mot Ian da bi m1,rn, neu dung loc.ti kem nay c6 the cha'm d(tt

hinh anh dang so d6 Ho~c anh quang cao dau goi R, dlla hinh anh minh hoa mot 0 kien, mang bun, 0 rOm tren dau de ti,tO noi SO hai, keu goi khach hang mua san pham)

1.2.2 Quang cao si'I d1;1ng hlnh anh kheu gQ'i:

Nhung quang cao si'.J d1,Jng phuong phap thu hut bang gioi trnh da bi chi trfch rat nhieu, cac nha phe blnh cho rang n6 co vO Cho thj hieu xau bang viec lc.tm dl,Jng hlnh anh kheu gOi ho hang, lc.tm dl,Jng sex va hinh anh phl,J nu trong mau quang cao Ho cho rang viec thu hut bang gioi tf nh thuong duoc dung d8 dc.tt duoc slf chu y cua nguoi tieu dung ntiung c6 khi

bi lc.tm dl,Jng vi khong phu hQp voi san pham duoc quang cao Ngay khi slf thu hut bang gioi tfnh c6 lien quan den san pham, nguoi ta c6 the xem nhu

no xuc phc.tm va hc.t thap nhan pham phl,l nu, khong phu hop ve m~t van h6a cloi voi cac nen van h6a phuong EJong

Quan diem ngllOC le.ti thl Cho rang: do Sl/ gia tang Ci,tnh tranh trong moi truong quang cao, nhung nha quang cao phai sv dl,Jng nhung phvong phap thu hut qua hlnh anh sex, thu hut tlnh dl,JC Va nhung xao thu~t khac EJieu nay khi€fn nhieu nguoi khong Mi long nhung hO van di,tt ml,JC tieu mong muon la ti,tO dllOC SI,! chu y cua nh6m khach hang ml,JC tieu cua ho Cac nha quang cao phai lam the nao de vua c6 the thu hut Sl/ chu y vua khong gay phan ung bat IOi w cong chung Vl neu nguoi tieu dung c6 phan ung, hQ se gay sue ep bu(ic nhung nha quang cao thay doi nhung mau quang cao va buoc cac phtJdng tien quang cao ngung phat ca~ quang cao d6

1.2.3 Quang cao nhlim vao tre em:

Quang cao cho tre em la mot van de ma cac nha quang cao phai doi

rn~t truoc ap ll/c cua cac to chuc bao ve tre em va cong chung Ngay nay khi tivi la phuong tien pho bien cac nha quang cao thvong si'.J dl,Jng hlnh thuc nay d8 quang cao den nh6m khach hang nho tuoi, thOng qua d6 c6 the tac d(lng den tre em mot each tot nhat 0 My tre em tlJ 2 den 11 tuoi

CHUONG II: KHiA CANH KINH T{ - DAO fJlfC - XA HO/ CUA CH/EU TH/

xem tivi trung blnh 21,5 gio trong mot tuan va chung c6 the xem w 22.000

Mn 25.000 cac quang cao trong 1, nam Qua cac cuoc nghien cuu cho ta thay r~ng tivi la nguon thong tin quan trQng ve cac IOQi san pham gi(Jp tre

em de nho nhat

Gae nha phe blnh cho r~ng tre em, d~c biet la nhung dua tre nho, thl rat de bi anh hlldng bdi quang cao khuyen mQi, vl chung thieu kien thuc va khong du kinh nghi$m de hieu ro va tham djnh nhung noi dung cac thong diep quang cao Tre em nhat la tre chua d8n tuoi di hoc khOng the phan biet giua cac chudng trlnh quang cao thlldng mai va cac chudng trlnh blnh thLJong, khOng nh~n thuc dL!Oc y djnh thlldng mQi cua quang cao nay, va khong the nh~n ra sv khac biet giua thl,fc te va hlnh anh quang cao Chung c6 xL1 hu6ng hay bat chuoc theo nhung gl ma chung xem, nghe Do nhung gioi hQn ve kha nang nh~n thuc, cac nha phe blnh ket an r~ng quang cao nham vao tre em thl khong cong bang va nen cam hay gi6i hQn ch~t che

vr du: chudng trlnh khuyen mQi nham vao tre em: sllU tam cac con thu, SLIU tam que kem, nap VO chai voi nhung phan thlldng hap d~n da khuyen khich tre em lao vao cuoc choi, chung mua san pham chi M nham muc dfch trung thudng hdn la sl! dung san pham

0 khfa CQnh khac, nglloi ta Cho rang quang Cao la mot phan CUa CUOC song, tre con phai dll0C tiep XUC de hieu biet mot phan cua CUOC song xa

hOi HQ cho rang nhung gioi hQn ve kha nang nh~n thuc cua tre em c6 the hc;in Che' bot bang viec tang CL!Ong hOQt dong kiem SOat noi dung quang cao doi v6i tre em va cac b~c phu huynh se dong vai tro quan trong trong viec giao duc nh~n thuc va hanh vi cua con em mlnh

Tre em can cltJOc baa ve khoi nhung anh htJong cua cac quang caa thuang m~i bang viec ki~m duyet ch~t che n()i dung quang cao ho~c bang viec t6 chuc cac co quan· chltc nang phu trach van de quang cao cha tre

em vr du: d My 1974 da thanh l~p HOi dong clanh gia quang cao doi voi tre em (Children's Advertising Review Unit - CARU) Hoi dong nay dlla ra mot so nguyen tac nghiem ng~t huong dan viec sl! dung cac phuong pMp thu hut, minh hQa, trlnh bay trong noi dung hoc;it cl<;ing quang cao, ho~c hoc;1t clOng c6 lien quan d8n cac hlnh thuc khuye'n mc;ii, Slt dung cac qua t~ng, tfnh an toan, va nhung ky thu~t d~c biet khac Nhu bang 11.3 minh

CHUONG II: KHIA CANH KINH T{ - DAO £Jt1C - XA He)! CUA CH/EU THI

hQa nam nguyen t~c Cd ban theo hllong dan cua HC)i dong danh gia quang cao cho tre em duoi 12 tuoi

Bang 11.3: Nam ngu~en tac co ban ciia CARLI hu'dng diln quang cao tre em

Nguyen tac 1: cac nha quang cao nen luon luon quan mm den muc d(l nh~n thuc, kinh nghiem va sl,l truong thanh cua nhi1ng khan gia nho tuoi ma nhi1ng thOng diep quang cao nh~m den ho Tre em c6 nhi1ng gioi hQn trong viec tham dinh muc do tin c~y cua nhi1ng thong diep ma chung xem Bai the, nhi1ng nha quang cao phai c6 trach nhiem d~c biet baa ve tre em khoi tinh nh3y cam ci'.Ja Chung

Nguyen tac 2: tre em giau sue tLJong tLJQng va dieu d6 g6p phan Ion vao SI) trLJOng thanh ci'.Ja Chung, CaC nha quang cao phai Chu y khQng nen khai thac qua muc slf tuong tuong cua chung Khang nen dung quang cao d8 kfch thich Slf mong dQi VO ly ve chat IL1Qng san pham hay ky vong qua muc ve mot san pham

Nguyen tac 3: quang cao co the gap phan quan trong trong viec giao dt,JC tre em, cac nha quang Cao can truyen d3t thong tin mot each Chan

th~t va chi nh xac de tre em c6 the hieu bi et cuoc song w quang cao.Tre hay b~t chLJOC nhi1ng gi ma Chung nhin nghe thay W quang cao, neu nhling nc)i dung quang cao nay khong tot nay se anh hLJong den sue kh6e Va Slf phat trien ci'.Ja Chung

I

Nguyen tac 4: cac nha quang cao mong muon t~n d1,1ng sue m3nh cua quang cao de' gay anh huong den thai de) cua xa hoi 6 moi doi tuong

Quang cao cho tre em nen hllong vao cac n(li dung c6 tfnh chat giao d1,1c

nhu tinh bQn, lbn{J tot, sv chan th~t ngay th~ng va ton trong va giup

do nhO'ng nguoi khac

Nguyen tac 5: m~c du nhi1ng tac dc)ng cua quang cao se anh huong den tinh each ci'.Ja tre em Va SI,{ phcit trien cua xa hQi, nhLJng cha me van la nguoi c6 trach nhiem chfnh trong viec huong dan con cai Cac nha quang cao nen c6 sv dong g6p vao m6i quan he cha me v6i con cai de xay dl,lng tinh each tre em

CHUONG II: KHIA C~NH KINH r{ - D~O etJc - xA HO/ CUA CH/EU THI

0 Viet Nam, Chinh phu cOng ban hanh nhung qui djnh de bao ve tre

em tntoc a nh hllong cua quang cao nhll trong Ng hi djnh 37 /2006/ND- CP: Dieu 23 Bao ve tre em trong ho~t dong quang cao thl/dng m~i

1 Quang cao thuang mQi doi voi hang h6a la siin pham dinh di.tang dung cho tre em phai tuan thu theo cac quy d!nh cua phap lu~t ve kinh daanh va SU dung san pham dinh di.tang dung cha tre em

2 Khong dtJQC IQi dung Sl,I thie·u hieu biet va thieu kinh nghi~m cua tre em de dua vao noi dung san pham quiing caa cac thong tin sau da·r

a) Lam giiim mem tin ciia tre em vao gia dinh va xa h(>i;

b) Tru-c tiep de nghi, khuyen khich tre em yeu cau cha m~ ha~c nguoi khac mua hang h6a djch v1,1 dUQc quiing caa:

C) Thuyet phuc tre em ve vi~C Slt d1,1ng hang h6a djch VI) dll(1C quiing caa se c6 IOi the han nhung tre em kh6ng su d1,mg hang h6a d!ch v1,1 duQc quiing cao

d) TQa cha tre em suy nghT, loi n6i, hanh d(>ng trai v6i dQa dlic, thuan phong

my tuc gay iinh hllOng xau den StiC khae, an taan ha~c Sl,I phat trien binh thllong ciia tre em

Quang cao cho tre em van con la mot de tai tranh cai Cac nha marketing c6 the quang cao nham vao tre em de cung cap cho chung nhung thong tin huu ich ve nhung san ph~m Dieu quan trong doi voi cac cong ty quang cao la each truyen thOng voi cac khach hang nh6 tu6i nay nhlf the· nao Neu quan tam den tinh ngay thd cua tre, cung voi viec xem Chung nhlf m(lt nh6m khach hang can phUC VU, cac Cong ty CO the truyen thOng mot each ti! do va tranh di nhung mau thuan khong dang voi nhung ngudi ma ho lu6n tin r~ng tre em can dLJOc baa ve khoi nhung anh hl/Ong cua quang cao

II KHiA C~NH v AN HOA XA HQI CUA QUANG cAo

Ben c~nh quan diem cha r~ng quang cao tac dong vao hlnh thanh va phat trien cac gia tri van h6a xa h(li cOng; co quan diem khac phe phan quang cao kich thich loi song v~t chat, loi keo khach hang mua sam nhung

CHUONG II: KHiA CANH KINH T{ - DAO DtlC - XA H(JJ CUA CH/EU THI

thli ma hQ Chua can den, quang Cao duy tr] Slf r~p khuon nham Chan, Va quang cao chi phoi, kiem soat cac phudng tien truyen thong

11.1 QUANG cAo ANH HUONG E>EN cAc GIA TR! VAN H6A

Quang ca.a co anh hubng doi voi cac gia tr! van h6a xa hoi s1,1 tran

ng~p thong tin quang cao va SI) Ian rong cua n6 khap ndi dan aen viec tranh 1uan rang quang cao dong mot vai tro quan ~rong trong viec anh hubng va truyen ba cac gia tr! cua xa hoi

van h6a la cac yeu to quyet dinh loi song, nh~n thl!c va hanh vi cua con ngLJoi Mai mot xa hoi c6 cac gia tr! van h6a co ban chi phoi cac quan diem, nhan thlic, hanh vi thai do nhat dinh Mai ngLJoi deu trubng thanh va dLJOc giao dl,JC tham nhuan cac gia tr! van h6a cua dan toe mlnh Do nen van h6a d!nh hllong cha moi hanh vi va trong d6 c6 hanh vi tieu dung, cha nen quang cao phai dap ling dll!;lC CaC gia trj van h6a Cua cong dong, mot thong diep quang cao khong phu hOP voi cac gia tr! van h6a se bi coi la mang th! hieu thap kem

Mai dan toe se hlnh thanh mot sac thai van h6a rieng M~c du trong qua trinh phat trien n6 co sv dan xen, giao thoa, ke thl!a giUa cac nen van h6a, nhllng ban sac var h6a cot loi cua mot dari toe khong mat di, n6 se chi ph6i hanh vi ung xl! cua nguoi tieu dung, dong thoi qua thoi gian cac gia tr! van h6a khong bat bien, ma se co sv ke thlt:1, giao thoa, dan xen cac gia tr! van Ma moi, d6ng thoi cac gia tr! van h6a l~c Mu se dao thai Cac thong diep quang cao the hien va truyen ba cac gia tr! van h6a tot dep nhLJ: t~p tvc tot dep, quan he trong gia dlnh, xa h(li, quan niem

danh gia ve vai tro cua phl,J no, gia tr! dc;io due d6ng thoi qua quang cao

cung ph6 bien cac gia tr! van h6a moi, trch eve

Vi d1,1 a Viet Nam qua quang cao da tuyen truyen cha cac gia tri van h6a tot dep d6 la: tlnh yeu que huong, nho coi nguon (Tra Cay da), tlnh lang x6m (quang cao bot gi~t Visa), l!ch sl! dlfng nuoc va giu nuoc cua dan t(lc (Biti's), tlnh cam gia dlnh, tinh bQn, ton SL! trong dQO Nhllng nhung gia tri, t~p tvc l~c h~u cung kh6ng nen go b6 dua vao nhlf: quang cao dau may video (Saphia - Sony) voi noi dung quang cao loi thach cuoi cua ba

me co gai (thach CL!Oi da trd thanh hu t1,1c can phai bo)