trien thu'ang hieu
30 nam ve truac Al Ries la dong tac gia mot loat bai bao dang trong tap chi Advertisting Age duai nhan de: "Thai dai ciia dinh vj da den".
Cac bai bao da an khach ngay tuc thi. Chang may choc thuat ngu dinh vi (positioning) bien thanh ngon ngiJ thai thugng trong gidi quang cao va tiep thj.
Neu ngay nay chiing ta cung viet mot loat bai tuang tu nhu vay cho tap chi do, thi dau de cua no se phai doi thanh "Thai dai ciia quan he cong chiing da den". Nhin vao dau ta cung thay sir chuyen djch day kjch tinh tu tiep thi djnh hudng quang cao sang tiep thj dinh hudng quan he cong chiing.
Ban khong the tung ra mot thuang hieu mdi bang quang cao bdi vi quang cao khong mang trong no tinh chat dang tin cay. No chi la nhijng tieng noi tu reu rao ciia cong ty dang nong long tim each de ban dugc hang ciia minh.
Ban chi c6 the tung ra dugc nhijng thuang hieu mdi bang thong tin dai- chiing (publicity) hoac bang quan he cong chiing (public relation - PR). PR giiip ban noi ra cau chuyen ciia minh mot each gian tiep thong qua ben thu ba, ma trudc het do la phuang tien thong tin dai chiing.
PR CO dugc tinh chat dang tin cay. Quang cao thi khong, PR dem den nhiing nhan thuc tich cue ma mot chien djch quang cao, neu dugc to chuc tot, co the khai thac dieu do.
Quang cao phai di theo sau PR ca ve phuang dien thai diem lan de tai. Quang cao la sir kl tuc ciia PR bang phuang tien khac va chi nen dugc bat dau sau khi chuang trinh PR da hoan thanh muc tieu. Han thi nira, de tai ciia chuang trinh quang cao phai lap lai nhijng nhan thuc da dugc hinh thanh trong dau khach hang tiem nang do chuang trinh PR tao ra.
Cung khong nen xem nhe giai doan quang cao ciia mot chuong trinh tiep thi. Chi nen tung ra chuong trinh quang cao mot thuang hieu la noi tieng va bdi mot cong ty co kha nang dap ung dugc nhu cau dai hon ma mot chien djch quang cao doi hoi.
Nhijng ngudi lam quang cao doi khi ha thap chuc nang PR, coi do la thu yeu, chi co ich khi xay ra khiing hoang hoac chi co tac dung de quang ba cho chien dich quang cao mdi nhat ma thoi. Do la suy nghT sai lam.
Doi vdi hau het cac cong ty ngay nay, PR co vai tro rat quan trgng, khong the coi la thu yeu so vdi quang cao dugc. Xet ve nhieu phuang dien thi vai tro cua chiing da dao ngugc. Bay gid PR ngoi vao vi tri ciia ngudi cam lai va se dan dat, chi dudng cho cac chuang trinh tiep thj.
Mot minh chiing cho dieu nay la cuoc dieu tra 1.800 can bg quan ly doanh nghiep gan day do Lien doan quang cao My (American Advertising Federation - AAF) tien hanh cho thay quan he cong chiing dugc coi trgng hon quang cao. Khi dugc hoi bg phan nao ciia cong ty la quan trgng nhat giup cho su thanh cong ciia cong ty, thi ket qua tham do nhu sau:
+ Phat trien san pham 29% + Lap ke hoach chien luge 27% + Quan he cong chiing 16% + Nghien cuu va phat trien 14% + Chien luge tai chinh 14%
+ Quang cao 10% + Phap ly 3%
Nhu vay, chi co bg phan phap ly la xep hang dudi bg phan quang cao trong cuoc dieu tra ciia AAF. Mac du quang cao chiem phan dang ke trong ca cau ngan sach ciia cong ty, nhung dudi con mat ciia nha quan ly thi cho dung ciia no da bj sdi moi nghiem trgng.
Al Ries va Laura Ries da dung mot hinh anh rit hay cho sir thay doi nay do la: "Quang cao thoai vj va PR len ngoi".