Ebook Quảng Cáo Truyền Hình Trong Kinh Tế Thị Trường

1. O HU DNG Vin i Hc Quc T Josai (J.I.U.), Tokyo * QUNG CO TRUYN HNH TRONG KINH T TH TRNG - PHN TCH V NH GI TELEVISION ADVERTISING IN MARKET ECONOMY. - ANALYSIS AND EVALUATION * Nh Xut Bn i Hc Quc Gia TP H Ch Minh B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

2. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 2/182 MC LC * Mc Lc * Li gii thiu ( KS inh Vn Phc ) * Li ta ( GS L Thnh Nghip ) * Mt cht ring t * Phm l I )Vai tr ca qung co trong kinh t th trng: V tr ca qung co trong kinh doanh v tip th hin i. Lch s ngnh qung co. u t vo qung co trn th gii II ) Qung co truyn hnh, c tnh v mc ch: M hnh truyn thng qung co. So snh hiu nng ca truyn hnh vi cc hnh thc truyn thng khc. Thi ca qun chng i vi qung co truyn hnh. Cc ch nhm ca qung co truyn hnh III ) Ngi cy qung co: Hnh thc kinh doanh. Thng phm. Th trng. Cnh tranh. Ngn khon d chi cho qung co. nh gi mi th. Ch qung co v chi ph qung co IV ) Hng qung co: Lch s. C cu. Chc nng V ) i truyn hnh: i pht sng, mng dy cp v i v tinh. Khung gi thi gian qung co VI ) Khn thnh gi, ngi tiu th :Thnh phn qun chng: tp qun tip xc vi truyn hnh. X hi tiu th. Y ngha ca truyn hnh vi cuc sng hng ngy VII ) iu tra th trng tin qung co : iu tra nh tnh v nh lng. nh gi th trng. Qui tc ti thiu lc iu tra VIII ) Cc hnh thc qung co: Qung co tn tui hng hay qung co mt hng. Phim qung co c lp hay qung co da vo chng trnh, tit mc truyn hnh IX ) Phn phi nhn s trong vic thc hin phim truyn hnh: Phn cng gia ch nhn qung co, hng qung co, hng ch tc phim qung co v i truyn hnh X ) Qu trnh v k thut trong giai on chun b: Qu trnh tho n v minh ha bng truyn.Hai hnh thc c s thc hin phim qung co. Qu trnh chun b ch tc phim XI) Qu trnh v k thut trong giai on thc hin: Thu hnh phim trng v ngoi cnh. Bin tp. iu tra tin phng nh. Xl nguyn bn B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

3. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 3/182 XII) S dng, khai thc phim qung co truyn hnh : Nhng hnh thc v khu gi phng nh. Phn loi tit mc phim tr lc qung co. Qung co cho qung co XIII) iu tra hiu qu hu qung co : iu tra nh tnh v nh lng v o t, ch , tiu khin v hiu qu thng mi ca thng ip XIV) So snh thng ip truyn hnh vi cc loi thng ip khc : Kh nng qung co hip ng. Qung co xuyn-vn-ha XV) Ni dung ngoi kin v ni dung tim n : Vai tr ca tu t hc, m thc vn ha, cc tc ng tm l, thin kin, cc yu t nh hnh XVI) Tc ng ngn hn v di hn i vi x hi v vn ha : Hiu qu x hi. Hiu qu vn ha. Trnh by nhng kt qu da trn quan st thc tin XVII) Qui ch php l v o c : H thng php l : Qui ch php lut, qui ch hnh chnh. Nguyn tc t qun t ch ca on th ngnh ngh. Phm tr lun l, o c XVIII) Bi cnh quc t ca ngnh qung co truyn hnh : Khuynh hng hp nht trong kinh doanh. Thng tin c bit n thng tin ton cu XIX) Nhng bin ng mi nh hng n qung co truyn hnh : Nhng tin b k thut. Nhng bin chuyn x hi su sc XX) Tng lai ca qung co truyn hnh: Qung co truyn hnh s mai mt i chng? Qung co truyn hnh p dng vo hon cnh kinh t th trng theo ng li x hi ch ngha . Bng ph lc . Th mc t liu tham kho . Bng thut ng v cc t gin c . Gii thiu s lc v tc gi . Ba sau LI GII THIU Chnh sch i Mi t nhng nm sau 1986 a Vit Nam hi nhp vi cng ng th gii. Mt thnh qu mang tnh cch chin lc ca n l Vit Nam c t chc ASEAN chp nhn nh mt thnh vin. T mt nn kinh t ch huy, bao cp, ch ch trng n vic bo m quyn "c mua", Vit Nam chuyn hng thc hnh chnh sch kinh t th trng, ch trng c n vic bo m quyn t hu ca ngi dn v quyn t do kinh doanh, t do cnh tranh ca ngi sn xut. Tch cc ng vin nhng ngun vn u t v k thut ch to ca cc cng ty ngoi quc, chnh ph chm ngi s pht B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

4. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 4/182 trin kinh t bng n, v quan trng hn na, nh thc c tim nng ca ngi Vit trn bnh din c nc. Ngy nay, th trng khng cn ng kn trong mt a phng nhng lan rng ra ton quc hay ton cu. Th trng l th trng khng c bin gii, cnh tranh l cnh tranh quc t. Cc tin b cc k nhanh chng ca khoa hc k thut, cc sng kin to ra m hnh kinh doanh mi v s thay i th hiu ca ngi tiu th l nhng yu t chnh to ra s bin ng ca th trng, kh lng trc c. Ngi kinh doanh khi quyt nh v hnh ng, nu ch da vo kinh nghim hn hp ca bn thn mnh, s kh tm ra cch i ng hu hiu. Khng c g bo m nhng cch lm n thnh cng cho n nm nay, s tip tc thnh cng trong nhng nm ti. Ngi kinh doanh trong nc ngy nay chc chn cn n nhng kin thc, nhng khi nim mi nht ca thi i, mi c th duy tr c lu di s pht trin ca x nghip mc cao. Trong bi cnh y, ti xin trn trng gii thiu cng qu c gi quyn sch Qung Co Truyn Hnh Trong Kinh T Th Trng ca Gio S o Hu Dng. C th xem y l mt cm nang cho cc nh kinh doanh ln cc nh chuyn mn lm qung co. Bi v n cha ng nhng khi nim, kin thc c bn, va l thuyt va c th thc dng. Trong quyn sch ny, tc gi chng minh cho ta thy qung co l phng tin hu hiu nht gip to ra danh ting cho sn phm hay dch v, nhanh chng a tn tui ca cng ty n i chng, trong v ngoi nc. C th khng nh rng cha qung co c trn Ti-Vi th khng th t c thnh cng s trong kinh doanh. Gio S o Hu Dng trong tp sch ny ng vin cc ngnh khoa hc nhn vn lin h nh lch s, tm l hc, x hi hc, ngay c vn hc v m thut lm sng t tn ci r nhng khi nim mi ca thi i m x hi chng ta cha quen hay kh chp nhn. Quyn sch gio khoa ny, c th xem l duy nht hin nay Vit Nam, cn mang mt u im ni bt l tc gi trnh by nhng vn chuyn mn, tng i mi i vi Vit Nam vi mt ging vn hon ton Vit Nam, rt hi ha v trong sng. y chng ta cn chng kin s phong ph ca ting Vit qua nhng n lc linh ng ca Gio S o Hu Dng trong vic ngh nhng thut ng mi cho ngnh qung co. inh Vn Phc Gim c iu Hnh Cng Ty Yamakyu Chain, Tokyo, Nht Bn LI TA Quyn Qung Co Truyn Hnh Trong Kinh T Th Trng ra i ng vo lc qu trnh th trng ha ca Vit Nam bc vo mt giai on mi: hu ht sn phm v dch v c trao i trn th trng t do trong phn B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

5. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 5/182 ng ca ngi tiu th l yu t chnh quyt nh s thnh bi ca x nghip. Gio S Tin S o Hu Dng trnh by mt cch chnh xc cc l lun cn bn v gii thch rt t m v lch s, chc nng v ni dung ca cc hot ng qung co, nht l qung co qua mi th truyn hnh. T lp trng ca mt ngi quan tm n cc vn kinh t pht trin, ti xin nhn mnh hai im sau y v ngha ca ngnh qung co trn mt kinh t v m ca mt quc gia ang pht trin nh Vit Nam. im th nht: cng nh cc b mn kinh t khc, ngnh qung co l mt thnh phn cu to GDP ( tng sn lng trong nc), v t s pht trin ca ngnh qung co em n gia tng trong cc ch phiu kinh t v m (macro indicators) nh GDP, tng lng nhu cu lao ng vv...im th hai: t l ngnh qung co chim trong GDP gia tng theo mc thu nhp. Khi mc thu nhp ln cao, hnh thc tiu th i chng bin chuyn t nhu cu n no mc m qua n ngon mc sang, v so vi nhu cu no m, cc thng phm cn p ng nhu cu ngon sang ny i hi rt nhiu dch v ca ngnh qung co. Khi lt li cc trang bo nhng nm 1950, 1960, chng ta c th tm ra nhng cu nh "Thy Kiu mc bnh au lng...", trong danh gi ca vn nhn nh Nguyn Du c dng qung co thuc phong thp. Nh vy, chng ta bit c rng sn phm ca ngnh qung co phn nh mt cch su m mu sc x hi v vn ha ca thi i v dn tc. Chnh v vy ti c t tin gii thiu vi c gi quyn sch ny, vi ni dung di do vit bi mt hc gi chuyn ngnh kinh doanh nhng c kin thc su rng trong lnh vc khoa hc nhn vn. Tuy vit li ta ny t lp trng ca mt ngi nghin cu gn ngnh, ti khng km c nim cm ng khi nh ra rng tc gi ca quyn sch, anh o Hu Dng, l mt ngi t tui i mi ngi chung mt phi c trn bc ng du hc, sau nhiu nm bay nhy phng u, nay li tr v Nht cm phn vit bng trong cng mt trng. TS. L Thnh Nghip Gio S Khoa Trng Phn Khoa Kinh Doanh Quc T Vin i Hc Quc T Josai (JIU), Tokyo, Nht Bn MT CHT RING T Nm 1955, thut gi cn nh, mt lng qu thuc cao nguyn min Trung Vit Nam, c gnh xic rong bn cao n hon tn i qua. Gnh ch trang b vn vn vi chic gh u, b trng kn, phng la, chp cho, vi ch kh trong b qun o sc s v ci gio cn. Mt ngi trung nin kh lc lng, tc hi cao, ct ging khn khn rao cc th thuc b thn, tr lao, khu phong, ch kh.... Trong m ng vy quanh anh ta, mt a tr cha y mi tui, tr mt thn phc v ch c m c ngy c i theo on xic nh trng B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

6. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 6/182 thi kn. a tr y khng ai khc hn l k vit quyn sch ny, v ngi trung nin hin ra t k c ca thut gi, thi y t xng l ..." lc s " H Hon Kim. Anh ta chnh l " nh qung co " thut gi gp ln u tin trong i. Vy li cm n u tin khi hon thnh quyn sch ny, xin gi n anh. Thut gi thy anh Kim ln cui nm 1957 sn Vn ng Thnh Ph Lt, bn cnh h Xun Hng, lc anh xoay trn a vi qu bng gia ci lnh cao nguyn nhng cu rao du c-l ca anh ghi vo b c non nt, n nay vn cn vang vng trong u: B no chng b i Ty Xc v mt ci chng quay tr v B no chng b chng ch Xc v mt ci chng m ti gi Qung co ngy ch l tr phnh ph la lc vi k ngy th, nay th c th ngi t, nhng i vi thut gi lc l c mt ci tri m mng. Bao nhiu nm qua, ngnh qung co thay hnh i dng, ngy nay ngi ta cn gn cho qung co nhng s mnh cao qu na l. Vit quyn sch v Qung Co Truyn Hnh, ngoi vic t tha mn mt cch gin tip gic m i theo on xic ca bui thiu thi, thut gi cn hy vng gi mt cht kin thc l lun v thc hnh v ngnh qung co, mt mn khoa hc kinh doanh, n lp ngi tr hm nay. Xin hy coi y nh mn qu nh gi v nhng cng dn th h mi, y nhit tnh, ca t nc Vit Nam thi kinh t th trng. Tuy mang tham vng vn dng ng lot kin thc a khoa (pluridisciplinary) nh khoa hc tip th, khoa hc thng tin, k hiu hc, m thut, tm l hc v x hi hc... m x ti qung co thng nghip, thut gi ch ng khung bi vit ca mnh trong bi cnh ba nc M, Php, Nht. D mun d khng, M vn i tin phong trong ngnh truyn thng v qung co, cn Php v Nht l ni thut gi v ang sinh sng; ngnh qung co hai nc ny cng pht trin hng u th gii t bt vit v ch qung co khng nhng kh khn m cn t nh. Kh khn c v thut ng ln ngn ng thng thng. Thut gi sng nc ngoi gn 40 nm, hng m d ci. T nh v kin, ch trng ca mnh l nhng g nhn t v tr bn ngoi. Du bit hc vn hy cn nhiu ch cha thu o nhng ch s ni ng xa, tri ti. Mong cc bc cao minh vui lng nu ra nhng ch khim khuyt, sai lm, thut gi rt hn hnh. Quyn sch ny trch mt phn on v khai trin thm vi kha cnh ti nghin cu gn y ca thut gi di s ch o ca Gio s Francis Balle, nguyn Ph Lin Vin Trng i Hc Paris, nguyn thnh vin Hi ng Ti Cao Thnh Th (Conseil suprieur de l?audiovisuel) nh nc Php. Xin nghing mnh cm t ngi thy uyn bc v nhn hu, bn ng chung thy ca bao th h sinh vin n t cc quc gia trn th gii, t hp di mi B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

7. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 7/182 trng c thn yu ca thut gi, Hc Vin Php Quc Bo Ch (Institut Francais de Presse) (1974-76) Paris.. Thut gi khng qun lng tt ca i Hc Quc T Josai (Tokyo) , ni thut gi hin lm vic, dnh cho phng tin sinh sng v nghin cu ti u t trn by nm nay. Thut gi thnh thc cm n cc n anh v trang la nh K S inh Vn Phc (Gim c iu Hnh Cng Ty Yamakyu Chain, Tokyo), Tin S L Thnh Nghip ( Gio S Khoa Trng Khoa Kinh Doanh Quc T, Vin i Hc Quc T Josai, Tokyo),Tin S V Ngc Thinh (Nghin Cu S Cng Ty Fujitsu v Trung Tm Khai Pht V Tr Nht Bn) chu kh duyt h bn tho, gp nhiu kin thng thn hoc cho li gii thiu. Quyn sch ny khng th ra i nu thiu s chi vin tinh thn ca cng ty Dentsu, hng qung co ln nht th gii, ni thut gi thng xuyn n tham kho vn kin v phim nh t my nm qua. Thut gi khng dm qun s gip t liu v nhng li khuyn khch ca Tin S Qun Phc Cnh (Nghin Cu S Trung Tm Khoa Hc Quc Gia Php, Gio S Y Khoa Bit Thnh i Hc Hiroshima), Tin S Ng Diu K (Tng Gim c Cng ty Vitech, Tokyo-TP H Ch Minh) v Tin S Roddey Reid (Gio S Ph T i Hc California, phn hiu San Diego). Nhng khi gp kh khn v lc thi ch ng lng, s n cn ca qu v nng thut gi rt nhiu. Xin qu v v qu bn, nhng ngi thut gi c quen bit t nhiu thp nin v c nhng cng hin nht nh cho x hi, nhn ni y tt c lng tri n. Thut gi bit n cc tin bi trong hc gii cho php s dng sch v ca mnh minh chng lp lun. i vi nhng ai khng c php, xin qu v hiu cho vic y nm ngoi mun, nht l thut gi khng h nhm mc ch thng mi khi vit sch. Thut gi a t b Hong Th Tm, Ch Nhim Ban Bo Tr Sinh Vin trng i Hc Hng Vng, v tnh bn m u phn n lot. Thut gi cng thnh thc cm n phu qun ch Tm, K S Nguyn nh Long, Nguyn Gim c K Thut Cng Ty Dt Thng Li, ngi n anh t nhng ngy thut gi lu hc Tokyo (1965-70), nh hng n vic "chn nghip" ca thut gi. Anh Long c ln vit mt bi th vi ci "phi nhn chn ln khi thn phn mt thc su mi nhn thy tng lai". Li ni ca anh khin thut gi lin tng ti cu chuyn nhng em b tiu hc v c sch ni n cuc i ca nh cn trng hc Fabre hay nh c vn t Champollion m sau nghin cu v sinh vt hay nhng nn vn minh mt. Mong sao s c nhng nh qung co hay kinh doanh tng lai ca Vit Nam c ln lt qua vi trang sch ny. My ging cui trong li cm t ca quyn sch u tay ny dnh cho song thn thut gi, nay u khut ni, nhng con ngi Vit Nam hin ha, bnh d m cuc i chng c my ngy vui. Xin gi theo y cht tnh tru mn n B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

8. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 8/182 tin ni Bch Tuyt v hai con Linh Lan, Quang Trn Paris, ngun c v tinh thn ln lao ca thut gi trong nhng ngy sng xa nh, n c m mm c sch v g my. Gc tr nhn ra vnh Tokyo, ma nng 2003 o Hu Dng PHM L A) V tnh tng i ca nhng thut ng ting Vit ngh trong tp sch ny, tc gi mn php chua thm t ng Anh, Php hoc Nht ly trc tip t ti liu tham kho. Nhng t ting Php s chua ch (P) v Nht chua ch (N), cn t Anh khng chua g c. Mt s t ng qu chuyn mn s c nhc li v gii thch thm trong bng cc thut ng v cc gin c t cui sch. B) Thut ng Nht Bn c La-M ha theo phng php Hepburn thng dng vi vi sa i cho tin li. Nhng dau oo (o di) , uu (u di), aa (a di) hay ii ( i di) trong ting Nht c gin lc thnh o, a, i thng thng. m "sh" c nh s, m "ch" xin c nh ch trong ting Vit. C) (sd) c ngha l "sch dn" B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

9. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 9/182 CHNG MT VAI TR CA QUNG CO TRONG KINH T TH TRNG Ngy nay, mi khi c dp gh ngang nhng thnh ph xa kia phong kn v nghim khc nh Thng Hi, Phnom Penh hoc Warsaw, ta thy hnh nh qung co y khp ng ph, trn bng hiu, trn tng, trn xe in, trn ba tp ch, bng tranh v, bng n mu. Tt c nh th nhng tn hiu tng trng cho i mi, cho pht trin kinh t. Tht vy, trong nhng thp nin gn y, qung co khng nhng trin khai theo chiu rng m c chiu su. Ni n chiu rng ca n, ta thy qung co c mt khp chn, t nhng quc gia c truyn thng t bn n nhng nn kinh t theo khuynh hng x hi mt khi chn s cnh tranh thng nghip lm ng lc kch thch kinh t. V b su, qung co khng nhng lm bin dng nhng m thc sinh hot ca ngi tiu th m cn thay i t duy, nh hng su sc n vn ha ca mi lp ngi trong x hi. Nu mun thm vo mt chiu th ba na, chiu pht trin k thut, th qung co t nhng phng tin th s nh li n i, tin tc truyn ming gia bn b, li dn gii ca ngi bn hng n cc hnh thc khc nh tng qu, pht gii, x s, yt th, bch chng... tn dng sc mnh ca nm mi th truyn thng i chng ( nht bo, tp ch, truyn thanh, truyn hnh, in nh) trc khi tin v pha nhng phng tin truyn thng ti tn a mi th (Multi Media), truyn thng v tinh (Broadcasting Satellite) v thng tin trn mng (Net). Nh th, truyn thng tip th bao gm ba hnh thc thng tin ch yu: - truyn thng c nhn (individual communication) - truyn thng gia c nhn (interpersonal communication) - truyn thng i chng (mass communication) c mt trang bo hay xem mt tit mc truyn hnh ta c thng tin c nhn. Nhng thng tin ny khng nhng c cm nhn qua th gic (perceptual screening) m phi c thng hiu v ghi nh nh c s lp i lp li (repetition) v sc khi gi (appeal) s ch ca ta. Loi thng tin gia c nhn l mch nc (word to mouth) gia bn b, li n i hay thuyt minh ca ngi cho hng.Thng tin i chng c phm vi hot ng rng ln hn nh k thut qung b ca nhng mi th truyn thng i chng (mass media). Khoa hc tip th (Marketing) mi ra i cch y va ng 100 nm (1900) B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

10. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 10/182 trong iu kin c bit ca nc M m qung co l mt v kh khng th thiu c ca ngi lm tip th min ng Hoa K khi mun tip cn khch hng Vin Ty. V kh y tht ra c mt trn tri t t nhiu nm trc khi nhng mn khoa hc gi l tip th (Marketing) v truyn thng tip th (Marketing Communication) thnh hnh. Qung co cn tng hiu lc gp bi khi c s dng hip ng ng liu lng cng vi nhng yu t khc nh kh nng phn tch v nh gi th trng, kh nng qun l v phn phi thng phm trong mt chin lc gi l "tip th hn hp" (Marketing Mix), thut ng c nh kinh t hc M Neil H. Borden, dng ln u tin. Qung co hin i ch pht trin mnh trong nhng quc gia tin tin t u th k trong c Nht Bn v theo K.Hattori (1996) , ta c th phn chia lch s ca tip th cng nh qung co thng mi qua v d Nht Bn. Nht trong th k 20 , c 4 thi k tip th qua bn cao im (trong ngoc) nh sau: 1. Thi k c ngi mua m thiu hng (1910-1945) 2. Thi k bn cho bng c hng mnh ch to (1945-1970) 3. Thi k ch to theo s thch khch hng (1970-1990) 4. Thi k cng nhau i tm nhng gi tr mi (t 1990) Tip th cng nh qung co, v kh ca n, khng ng vai tr ng k trong mt nn kinh t ch huy hay trong tnh trng hng ha thiu thn. Bi v bao nhiu hng va lm ra c ngi mua ngay nn ngi ta khng phi rao hng. Kp n khi hng ha c sn xut hng lot, ngi sn xut thc bch thin h mua mt hng mnh ch to (sales push). Lc nhu cu tiu th ti mc bo ha, ngi ta mi bt u i tm hiu nhng mn hng no cn thit i vi ngi mua m sn xut cho xng h (marketing pull) v hoch nh chin lc vt qua nhng kh khn ca mt thi i ngi khn, ca kh. Cui cng, ngi ch to cng nh nh qung co phi i tm nhng gi tr mi trong mt thi i m th trng khng nhng chia thnh tng mnh (segments) m cn phn tn mng n mc c nhn. I. QUNG CO L G ? Chng ta bit rng trong thi i ton cu ha nh ngy nay, th trng va i v tiu chun ha (standardization), li va i a dng ha (diversification). Cnh tranh cng ngy cng gay cn v ngi cnh tranh c khi v hnh v nh nh trong in thng (E-Commerce) nn s c bit ha mt hng (differentiation) cng ngy cng ng vai tr quan trng v nhim v ca qung co phc tp v kh khn ra. Nhng trc ht, qung co l g? Tht ra, hnh ng c tnh qung co c t rt sm trong lch s loi ngi d n ch xut hin di nhng dng th s v khp hnh thi x hi n ni tnh ph qut ca n c nh qung co Php Robert Gurin thm xng: "Kh tri gm c dng kh, kh ni-t v...qung co". Gurin hn mun ni v " qung co thng mi " (CM = Commercial Message) v hy cn nhiu loi qung co khc khng thuc vo ch ca quyn sch ny (thut B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

11. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 11/182 gi mun ni n qung co cng ch (PSA = Public Service Advertising), qung bo hay giao t gia x nghip vi bn ngoi (PRA=Public Relations Advertising) chng hn). Ngi ta cn v qung co nh lung gi thi cho my xay gi kinh t chy c hoc, vn v hn, l a hoa ca thi i vv...na. nh ngha ngn gn v thc t nht c th l "tt c nhng phng tin thng tin v thuyt phc qun chng mua mt mn hng hay mt dch v" (Robert Leduc) cho d Leduc b qua hay hiu ngm v nhng c nng tng cng ca qung co nh sng to (cration), duy tr (retention) v bin i (conversion) (P) hon cnh kinh doanh, trong ngoi i tng khch hng v mc ch bn hng, hay cn nhiu i tng v mc ch khc. Ta c th mn li ca Hip Hi Tip Th Hoa K AMA (American Marketing Association) nh ngha qung co nh sau: 1. Qung co l mt hot ng tn tin (paid form) 2. Da vo mi th, khng da vo con ngi (non personal) 3. loan bo, cho mi v mt kin, sn phm hay dch v (goods / servives). 4. Do mt ngi cy qung co c danh tnh r rng (identified sponsor). Vi thi gian, ta thy nh ngha ca AMA hy c nhng ch cn b sung. Ni dung qung co thng mi ngy nay cp ti nhng ch c tnh cng ch, ngi lm qung co nhiu khi lm vic khng ly tin cng cho nhng loi qung co cho li ch tp th. V cc loi qung co ca x nghip khng ch lo ca ngi thng phm ca mnh m cn a ra ch trng trit l ca hng, qung co cho hnh nh x nghip (CI hay Corporate Identity). Khng ch gii thiu mn hng mi mc (buy me) m cn gii thiu lp trng ca mnh c mi ngi yu n (love me) na. Vc tnh ca qung co, R. Leduc xem n trc ht l mt yu t ca truyn thng, c mt khp ni, c s dng lp i lp li, phc v mt mc ch r rng, khng bt ngi xem phi tr tin. N cn l mt th thng tin thin v v cc b v bn c hng, n (hu nh ) ch trng nhng g hay p ca mn hng m thi. Qung co tuy c nhiu hnh thc truyn thng khc (qua truyn ming v kin ca ngi hng dn d lun) h tr v ni di nhng li b gii hn trongkhng gian v thi gian v kh nng ca nhng ng giy n s dng (gi pht sng, tin chi ph) cng nh s qun lng ca c gi hay khn thnh gi, i tng ca qung co. Vo nm 1961, nh t vn kinh doanh M Russell H. Colley a ra l lun DAGMAR ( Defined Advertising Goals for Measured Advertising Results = Thit nh mc tiu qung co o lng hiu qu ca qung co) m ta c trnh by qu trnh t n mc tiu ca n nh sau: - Bit n (Awareness) B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

12. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 12/182 - Hiu r (Comprehension) - Tin chc (Conviction) - Hnh ng (Action) Theo , ngi ta s tnh nhn thc (v d 30%), thng hiu (v d 15%), xc tn (v d 8%) v hnh ng (v d 3%), nhng s liu c bn tnh im (benchmark) qung co. M cn c m hnh truyn thng gi l AIDA (Attention- Interest- Desire-Action, c ngha l Ch Y - Quan Tm - Ham Mun - Hnh ng). Nhng loi hnh ny t trng tm vo tnh hp l ca qu trnh dn n hnh ng mua. Tuy nhin, ta cng thy c nhng ngoi l nh kiu mua v bc ng (impulse purchase), nng v tnh cm hn, nm na gi l "thch th mua". II. VAI TR CA QUNG CO TRONG THNG TIN TIP TH Qung co l mt phn ca chin thut phi hp 4Ptrong tip th (Product, Price, Place (Distribution), Promotion) ngha l "b t" thng phm, gi c, phn phi, khuyn mi. Khuyn mi (Promotion) y hiu theo ngha rng, tp hp ca bn hot ng ( bao gm Advertising hay qung co , Sales Promotion hay khuyn mi theo ngha hp, Public Relations hay ngoi giao x nghip , Salesmanship tc cho hng ) m ta s phn tch k phn sau. Qung co trong thi i cnh tranh ch c hiu lc khi ngi lm tip th thnh cng trong chin lc 4P ca h (Probing, Partitioning, Prioritying, Positioning) ngha l cc hot ng bt u t vic iu tra tng tn th trng (Probing), chia ct n thnh phn tit (Partitioning, cn gi l Segmentation) c th tp hp lc lng tin cng, chn mng th trng u tin (Prioritying, cn gi l Targeting) theo ch tiu ca hng v khi iu kin khch quan cho php, cui cng nh v tr v iu chnh v tr (Positioning cng nh Repositioning nu cn thit) dnh c u th ca mt hng ca mnh i vi cc mt hng khc v nhng i th cnh tranh trong iu kin ca th trng . biu 1.1 : V tr ca qung co trong qu trnh tip th hin i Giai on 1) S Mnh 2) Mc ch 3) Chin Lc 4) Chin Thut 5) Thc Hin 6) Kim Sot Ni Dung Xc nh vn ha x nghip, nh mc ch l thu li nhun a) iu Tra b) T Phn Th a) Thng Phm b) Gi C c)Phn Chp Hnh Kim tra v sa cha nu B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

13. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 13/182 l tng ca x nghip hay chim th phn Trng c) Chn ch Ngm d) nh V Tr Phi d)Qung Co (k c truyn hnh) cn thit Xut x: Theo Hattori Kiyoshi (trong Kokoku Zuno, 1996) B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

14. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 14/182 Qung co c bn n trong tp sch nh ny, nh nh ngha k trn, ch l qung co thng mi trc khi ng khung trong qung co thng mi truyn hnh. vn c trin khai r hn, chng ta hy th so snh c im ca qung co ni chung v qung co thng mi ni ring qua hai biu sau y ca K. Kajiyama.(sdd) biu 1.3: c trng ca khi nim qung co B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

15. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 15/182 Ngun thng tin Ni dung i tng Mc ch Chi ph Phng tin xut Qung Co (Advertising) ch xc Vt dng, Dch v, Khi nim Khu vc rng ln Thng nghip v X hi C chi ph Mi th truyn thng Giao T X Nghip (Public Relations) ch xc ln khng ch xc Vt dng, Dch v, Khi nim Khu vc rng ln hoc gii hn X hi v Thng nghip C v khng c chi ph Mi th truyn thng v con ngi Tuyn Truyn (Propaganda) ch xc ln khng ch xc Khi nim Khu vc rng ln hoc gii hn Chnh tr v X hi C v khng c chi ph Mi th truyn thng v con ngi Khuyn Mi (theo ngha hp) (Promotion) ch xc Vt dng, dch v Khu vc gii hn Thng nghip C chi ph Mi th truyn thng v con ngi biu 1.4: Phn loi qung co theo mc ch Qung co thng nghip (Commercial Advertising) Qung co phi doanh li (Non profit Adverising) Trng tm l khch hng (Consumer Advertising): -Mng ton quc (National Advertising) -Mng a phng (Local Qung co li ch cng cng (Public Service Advertising) B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

16. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 16/182 Advertising) -Qung co nhu yu phm (Primary Demand Advertising) -Qung co mt hng c ting (Selective Demand Advertising) Trng tm l ng nghip (Business-to -business advertising) : -Qung co k ngh (Industrial Advertising) -Qung co hnh nh x nghip (Corporate Identity Advertising) -Qung co h thng phn phi (Trade Advertising) -Qung co chuyn mn (Professional Advertising) -Linh tinh (v d giao t bn hng Public Relations Advertising) -Qung co chnh tr (bu c vv...) (Political Advertising) -Qung co nh ch Institutional Advertising) Qung co kin hay tn iu, ch trng lun thuyt (Cause Advertising), lun chin (Controversy Advertising), bin ci (Advocacy Advertising) hay t vn (Issue Advertising) Cc hnh thc qung co khc Theo T in Bch Khoa Vng Quc Anh (Encyclopedia Britanica), 1000 nm trc Cng Nguyn, vng ng bng Mesopotamia, khu vc Lng H, c bng qung co bng t nung t tin thng cho ai tm c mt n l b trn. Chu, Trung Hoa dng nh bit n qung co t thi Ty Chu ( th k 11 n 771 trc Cng Nguyn) qua nhng hi ch u tin (Hong Cheng, trong Jones, J.Ph, 2000). Hn Phi T (280-233 trc CN) ni n l B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

17. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 17/182 tu k chiu khch ca mt anh hng ru nc Tng i Xun Thu Chin Quc. Bun ci l ch "Publicit" trong ting Php, ngy nay c ngha l Qung Co ( khc vi ch Publicity trong ting Anh c ngha l Qung Bo, gn vi Public Relations hn l Advertising), vn c ngha "l mt ti trng c nhiu ngi chng kin". Ngi Php tin rng nh trit hc kim lun thuyt gia Michel de Montaigne l cha ca ngnh qung co Php v ng cp n n trong tp lun thuyt "Essaies" (1580) ca ng. D sao, mi 40 nm sau, qung co mi ln khun trn t La Gazette (1631) ca nh bo Thophraste Renaudot. Anh, qung co (Advertising) xut hin ln u tin ngy 26/05/1657, thng bo cho mi ngi hiu qu ca c ph m thi y ngi ta tin l linh dc tr b chng. Qung co tr thnh mt hot ng kinh t quan trng trong nn kinh t th trng. Lch s ca qung co hin i u M dnh lin vi nhng nhn t nh s thnh hnh ca h thng kinh t t bn, cuc Cch Mng K Ngh (1750 Anh), s hng thnh ca nhng phng tin truyn thng i chng (khi thy ca n l pht minh v in tn nm 1844). Cc tc gi nh O?Guinn chia qung co M ra lm nhiu thi k : -Thi tin k ngh (trc 1800) qung co xut hin trn cc tp thng tin (newsbook) tin thn ca nht bo. Qung co thi mi l phng tin rao vt v cn cha dnh lu nhiu n thng phm. -Thi k ngh ha (1800-1875) qung co c ng trn nht bo (dailies). Qung co c mc ch ni rng th trng do hin tng tng gia dn s v th ha. Hng qung co u tin (Volney Palmer) ra i Philadelphia. -Thi kinh t tiu th (1875-1918) khi c cu ca ngnh qung co c thnh lp (vi cc hng qung co, cc nh doanh nghip qung co m phn ln xut thn t m con ci cc nh truyn gio, cng nh cc k thut gia qung co) v l thi im o lut qui nh v thng phm lnh mnh (Pure Food and Drug Act, 1906) ra i. -Thi kinh t hng th tin khng hong (1818-1929) t khi khoa hc k thut pht trin mnh v sn phm a dng ha. Qung co nghing v m thut, thi trang. -Thi khng hong kinh t (1929-1941), qung co tr thnh i tng ca mi d bu v phn nh mi lo u ca nhng ngi sng trong mt nn kinh t ang lm nguy. - Thi th chin th hai v thp k 50 (1941-1960) qung co trc tin phc v cho nn kinh t chin tranh, sau phng s kinh t tiu th hu chin. Cng vi nhc Rock, vn ha tui tr (Youth Culture) v s cng khai ha th hiu tnh dc. V tuyn truyn hnh ra i vo thi im ny. - Thi thc v ha bnh, tnh yu v sng to (1960-1972) nc M no ng v phong tro i quyn sng ca ngi da en v phong tro chng chin tranh ca M VN. Qung co bc vo thi sng to v thc v vai tr " vn ha " ca mnh. -Nhng nm 70 : thi ca v v ch k. Cng lc, phong tro i kim ch nhng qu l ca qung co v bo v ngi tiu th c pht trin mnh m (vi s ra i ca nhm ATC (Tranh u Ci Thin Truyn Hnh Cho Thiu Nhi hay Action for Children?s Television) v s thnh lp FTC (y Ban Bo V T Do Mu Dch hay Free Trade Commission) v NARB (Hi ng Quc Gia Kim St Qung Co hay National Advertising Review Board). Nhng nm 70 cng chng kin s pht trin ca cc phng tin truyn thng mi nh my thu hnh bng B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

18. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 18/182 bng t VTR (Video Tape Recorder), CATV (Cable Television hay Truyn Hnh Bng Mng Giy Cp), a la-de (Laser Disc...). -Nhng nm ng Cng Ha cm quyn (1980-1992) thi chnh tr bo th, qung co phn nh thc h ca chnh quyn Reagan v Bush Sr. y l thi ca Informercial (Information +Commercial, tm gi l thng bo) , bi v qung co c trnh by trong gi tin tc thi s vi ch tm tn dng nhng khu gi pht sng t tn tin. -Thi hin ti (1993 cho n nay): nhng phng tin truyn thng mi (New Media) v cc mng ton cu (World Wide Web) vi kh nng giao lu h tng (interactive) ca n ni c con ngi v mi th (medium) lm thay i b mt ca cc c quan truyn thng. y cng l mt thch thc ca hnh thc qung co mi, nng ng, tng phn vi hnh thc qung co n phng (con ngi th ng trc my) ca qung co truyn hnh. Nht Bn t ho v bit n qung co t trc thi Nara (710-794) khi h dng nhng tm bng hiu bng g yt th ngoi ch (764). Theo T. Yamaki, Hiraga Gennai (1728-1779) vit vn qung co cho qun bn tht ln v bt thuc nh rng trc c nhng nh vit qung co u M nh Honor de Balzac (Php), Bret Harte (M) hay Samuel Sheperd (M). Nhng d sao, vn theo T. Yamaki, phi i n nm 1861, di thi Minh Tr Duy Tn, Nht mi c qung co trn t bo (ting Anh) Japan Herald. Khong 1946-59, qung co truyn thanh v truyn hnh ni tip nhau ra i. Th Vn Hi Tokyo (1964) nh du bc tin vt ca kinh t Nht v t thi im , h dn dn lm quen vi nhng phng tin truyn thng mi. Ngy nay, tuy Internet khng phi l im mnh ca h v nhiu l do trong c l do ngn ng, Nht vn l mt nc m vic bun bn trc tip trn mng c ph cp kh nhanh chng. X hi chng ta ang sng l x hi thng tin cao . Lch s kinh t nhn loi bt u bng thi i nht nhnh v sn bn trc khi pht hin ra c kh nng sinh thc ca t ai hoa mu. Sau khi kinh t nng nghip suy thoi r rng t khong nm 1900, x hi hin i thng qua thi i kinh t k ngh (ko n 1960) bc dn vo thi i ca thng tin (k t 1940) v dch v (k t 1965) (F. Balle trch dn M.Porat v A.Moles). Phi hiu ch " thng tin " y vi ngha rng l thng tintr tu (knowledge) ch khng phi l thng tin thi s (news). Nhng phng tin truyn thng i chng v truyn thng c nhn gip trc tip cho hot ng thng tin pht trin, gin tip thc y s giao lu kinh t, vn ha, x hi, gia ngi v ngi. Nguyn lai, nghin cu v truyn thng i chng nm gia bin gii ca hai khoa tm l v x hi hc. T nm 1939 c Tchakhotine t vn v tuyn truyn chnh tr, sau , vo nm 1947, Shannon v Weaver ngh m hnh truyn thng (s c k tip bi Schramm) da trn nghin cu v truyn thng qua in thoi. Sau n nh x hi hc Harold D. Laswell vi lp lun ni ting v truyn thng : " ai ni ci g cho ai bng phng tin no v t c hiu qu ra sao ". Phn ng chng ta chc khng xa l g vi m hnh truyn thng i chng do Wibur Schramm ngh trong tc phm ni ting " Qu Trnh v Hiu Nng ca Truyn Thng i Chng "(The Process and Effects of Mass Communication), ra i cch y gn na th k (1955). Schramm a ra 3 m hnh t n gin n phc tp m tin trnh ca lung thng tin trong qu trnh phc tp nht ca b ba c th din dch l tun t chuyn bin qua cc giai on nh sau trong trng hp mt thng ip qung co : 1 Ngun tin (Source) bt ngun t ngi mun thng bo (Communicator) B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

19. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 19/182 2 H thng thu tn hiu (Encoder) v nhng ng giy (Channels) tip nhn : v d ngi bn hng nhn ch th v tin tc, my thu hnh, my ghi m, v tinh nhn tn hiu. 3 Thng ip (Message) c tn hiu ha (Signalized) 4 H thng gii tn hiu (Decorder): ng giy (Channels) gii m tn hiu: nh khi ngi bn hng gii thch, truyn hnh pht nh, i truyn thanh pht thanh, mn nh xi n chiu phim, v tinh pht sng. 5 ch nhm (Destination) l ngi nhn tin (Receptor) hay khn thnh gi (Audience). 6 Hiu qu (Effects) ca thng tin nh th no khi n chm ngc tr li (Feedback) pha ngi thng bo: phn ng tiu cc hay tch cc, chm dt hay ni thm qu trnh. Chng ta nhn thy c s trng hp gia m hnh truyn thng ca Schramm (1955) v m hnh thng tin tip th ca Kotler (gm bn ch th : Ngi thng bo, Thng ip, Mi th chuyn vn, Ngi nhn tin, 1988) . Trong c hai m hnh, iu quan trng l trong thng tin trc ht phi c sn nhng im tng ng gia ngi thng bo v ngi nhn tin. l s thng hiu (Literacy) ca ngi nhn tin cho php ngi thng bo khi gi c mt nhu cu hay thng bo iu mnh mun ni n ngi nhn. . Khi nim v ng giy truyn tin (Channels) bao gm my mc v con ngi. Ngi xem phim qung co c th truyn t thng tin cho bn b, ng nghip (thng tin truyn ming hay words to mouth web), nht l khi anh ta ng vai ngi dn u d lun (opinion leader). im th hai l ng dy c th lm mo m, lch lc (distortion) khin cho s tip nhn thng ip ch c tnh cch phin din (selective perception, retention).Tin tc n ngi nhn thng b nhiu (parasite) thnh ra khng cn chnh xc, b thanh lc v nhng bc chn (screen) hay b xo trn bi nhng yu t ngoi bn ca ngi a tin nh s lch lc do tin n (rumor), hiu lm (misunderstanding), hiu st. l cha k nhng bp mo v iu kin c bit ca mi th ( li hnh vn, khun kh gi pht sng, phm cht hnh nh, mu sc). ng nh Mc Luhan bnh lun: "Mi th l mt c xt "( Le mdium, c'est le massage). Do , s la chn v t k hoch cho ng giy hay mi th truyn thng (media-planning) l iu thit yu ca ngi lm qung co, cha k n nhng nhn t c tnh cch cht lng nh uy tn ca ngun tin (source credibility) hay c tnh cch kinh t nh s hp l ha chi ph t hiu nng ti u, nhng iu m ta khng th b qua. Cc phng tin truyn thng c t trong bi cnh kinh t x nghip cho nn n phi tun theo nhng nh lut chi phi mt t chc kinh t, trong c ngun ti chnh vn hnh hot ng kinh t. Chng ta bit ti nguyn ca bo ch da mt phn trn tin bn bo, truyn thanh v truyn hnh da mt phn vo tin ng gp ca khn thnh gi cng nh s tr gip ca nh nc nhng ti nguyn khng ng k bn cnh ti nguyn n t u t qung co. Gi n l u t v qung co c tnh cht gy dng mt hnh nh tt p cho mt thng phm (Brand Equity) hay mt x nghip (Corporate Identity) v x nghip s thu lm thnh qu m hnh nh em ti. V l , nhiu nh l lun khng ng gi sung tin dng vo vic qung co l chi ph ngha l dng xong mt i. Tin qung co chim mt t l ln trong tng sn lng quc gia (GNP hay Gross National Product)): trong nm 1997, n chim 0,67% GNP ca Php, 0,71% ca u Chu v 1,12% ca M. Theo F.Balle (dn ngun AACC), s tin u t vo qung co trn th gii trong nm 1996 c B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

20. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 20/182 th c so snh theo nhng t l sau y. biu 1.5: u t vo qung co cc mi th ln trn th gii nm 1996 (%) Quc Gia Bo ch Truyn hnh Truyn thanh Bch chng in nh c 68,1 23,4 4,0 3,5 1,0 o 59,3 23,0 10,7 7,0 - B 41,5 35,9 9,0 12,1 1,5 an mch 68,1 23,4 4,0 3,5 1,0 Ty ban nha 47,1 37,7 9,8 4,6 0,8 Phn lan 72,3 20,9 3,5 3,2 0,1 Php 47,3 33,5 7,0 11,6 0,6 Anh 55,3 35,7 3,7 4,6 0,8 Hy lp 35,4 50,0 7,4 7,3 - Ai-lan 62,3 24,4 7,4 5,0 0,8 37,4 53,8 4,4 4,0 0,3 Na uy 56,2 34,2 6,1 2,6 0,9 Ha lan 72,9 18,0 5,0 3,7 0,4 B o nha 24,9 58,2 7,6 9,3 - B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

21. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 21/182 Thy in 74,2 18,2 2,4 4,5 0,7 Thy s 73,5 9,4 2,8 13,3 1,1 Th nh k 48,1 39,1 3,0 6,0 3,8 Hoa k 45,8 41,0 11,9 1,3 - Nht Bn 37,7 43,9 5,0 13,4 - (Xut x: Francis Balle, Mdias et Socits, Paris, 1999) Phn ca qung co truyn hnh hy cn thp so snh vi qung co trn bo ch ngoi tr mt s nc nh Hy lp, , B o Nha v Nht bn. Tuy nhin, trong nhng nm gn y, khuynh hng chung l s suy gim ca doanh s qung co trn bo ch. V d ca Php cho ta thy iu . Vo khong nm 1970, t l qung co trn mt bo Php ln n 70% nhng n tt xung cn 60% (1980) ri di mc 50% vo nm 1993 (47,3% trong nm 1996). Trong khi , nh s t do ha nhng phng din thnh th v mt qui ch (bi v qui ch truyn hnh gt gao hn l qui ch bo ch) , qung co truyn hnh t 15% (1980) chim hu 34% th trng vo nm 1998. C mt tng quan gn gi gia qung co v kinh t. C y nh rng nhng nm kinh t suy thoi hay tr tr, u t vo qung co cng suy gim theo cng mt nhp iu. Th ly v d ca Nht Bn. quc gia ny, nu ly ch s v thnh trng kinh t v chi tiu cho qung co c hai l 100 cho nm 1985, th nm 1997, ch s pht trin kinh t l 159 trong khi ch s v tng gia chi tiu cho qung co l 171. Ngi ta nhn thy hai s tng trng i song song vi nhau v c hai u tht li nh nhau vo nhng nm 1992 v 1993, thi m kinh t Nht "v bong bng" (collapse of economic bubble) . Hy th xem sau y bng i chiu s tin b ra chi tiu cho qung co vo nm 1990 trong mi quc gia tm nhiu nht vo vic qung co (theo Bch Th ca c quan nghin cu Nikkei, 1993). iu ng ch l M v Ty Ban Nha tiu nhiu nht so vi mc tng trng ca tng sn lng quc gia (2,4%) trong khi Thy S (612,6 la ) l nc vt c M (512,6 la / mt nm) v tin chi tiu cho qung co tnh trn u ngi. biu 1.6 : Chi tiu v qung co ca 10 nc trn th gii trong nm 1990 (n v : triu - la) v trn u ngi (n v: la) Hng Quc gia S tin chi tiu T l vi mc tng trng (%) Chi tiu tnh trn u ngi B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

22. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 22/182 1 M 128640,0 2,4 512,6 2 Nht 38433,6 1,2 311,2 3 Anh 15816,4 1,7 275,1 4 c 13944,4 1,2 224,9 5 Php 12892,9 1,2 228,4 6 Ty ban nha 10350,2 2,4 263,2 7 Gia n i 7013,5 1,4 266,7 8 5709,7 0,6 99,1 9 Ha lan 4334,7 1,7 290.3 10 Thy s 4098,0 1,9 612,6 Xut x: Bch Th Nikkei, Tokyo, 1993 Chng ta bit rng bn c mn hng, x nghip s dng nhiu phng thc truyn thng ra mt khch hng v nhng phng tin c m rng v tng cng cng vi thi gian v nhng bin chuyn ca x hi. Qung co ch l mt trong nhng hot ng . Khng nhng ngi bn hng phi a mn hng n tay ngi mua m cn phi a ngi mua n vi mn hng. Khng nhng qung co trong ngn hn m cn phi qung co v lu v di. Khng ch ch n vai tr thng mi ca x nghip m c n chc nng x hi ca n na. Theo R.Leduc , chc nng x hi ca x nghip khin n phi t c s giao cm gia nhng nh ch x hi(communication institutionnelle (P)) vi nhau ( kin chung ca nhng nh ch y to thnh d lun). Nhng nh ch y l i chng ( ngi ngoi ph) ngha l qun chng khngl ch nhm (public cible (P)) ca qung co, qunchng bng h (chc sc, nh cm quyn a phng), gii cung cp nguyn vt liu hay thng phm, khch hng, on th ngi tiu th, nhn vin ca hng, nhng ngi dn u d lun (opinion leader) nh nh bo, nh gio v cc vin chc ngnh ngh. Nhng hot ng nhm t c s cm thng v ng tnh gi l qung bo hay giao t x nghip (relation publique hay PR =Public Relations). Gn gi vi qung bo l qung co nh ch (publicit institutionnelle (P)) nh trng hp nhng phim ti liu, nhng bi bo (publicit redactionnelle), (P) bin h, thng bo cho mt hng bun, mt on th x hi hoc thng phm di trch nhim ca nhng nh B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

23. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 23/182 ch truyn thng (nht bo, hng truyn hnh) ch khng phi ca chnh x nghip. Chc nng thng mi ca x nghip i hi n phi s dng nhng th php khuyn mi ngoi qung co.Khuyn mi (Sales Promotion) mi c s dng c qui c t nhng nm 1960, c mc ch ngn hn (v dng di hn s rt tn km m li nhm i). N c th nhm ngi bn ngoi (Outer Promotion) hng nh ngi khch mua (Consumer Promotion) (h gi, x s, tng qu),. N c nhm ngi cng tc (Inner Promotion) nh ngi bn s (Trade Promotion) (bng cch chia li), ngi lm cng (Employee) (tng lng, t tin thng), ca hng (Point Of Sales Promotion) (ch cch trnh by mn hng bn, c vn v mt hng). Sau mi n qung co (Advertising) bng nhng mi th truyn thng hoc c nhn hoc i chng m chng ta s phn bit r rng hn trong chng k tip. CHNG HAI QUNG CO TRUYN HNH, C TNH V MC CH Trong trng hp ca qung co trn truyn hnh chng hn, m hnh su giai on ca Wilbur Schramm v truyn thng m chng ta cp n trong chng trc c th biu din nh sau: 1) Ngun tin (Source) , ngi thng bo (Communicator) l ch qung co tc ngi cy qung co (Sponsor, Advertiser); 2) H thng thu tn hiu (Encoder) bao gm hng qung co, hng lm phim qung co (Advertising Agency , Filmmaker) 3) Thng ip (Message) khng g khc hn l phim qung co (Promotional film hay TVCF) 4) H thng gii tn hiu (Decoder) l i truyn hnh (Television company) , my truyn hnh (Television post) 5) ch nhm (Destination) l khn thnh gi truyn hnh (Audience) v ngi tiu th sn phm (Consumer). 6) Hiu qu (Effects) Thi (Attitudes) ca ngi nhn tin ngha l mua hng hay khng, ni tt hay ni xu v mn hng vi k khc. Tt c nhng iu s c xem nh l tin tc vng li (Feedback) v pha ngi pht tin di hnh thc iu tra v doanh s hay kin ca khn thnh gi. Sugaya v Nakamura (2000) da trn m hnh phng thanh truyn hnh Bc M v s sau y ni v s phn vai (stake holding) ca nhng bn lin h trong B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

24. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 24/182 qu trnh qung co bng mi th. Chiu cc mi tn xin c c theo th t t trn xung di nh sau: 1) Ngi tiu th mua sn phm v dch v ca ch qung co. 2) Ch qung co tr tin mn khu gi trn i v tr tin ch tc tit mc cho i phng thanh truyn hnh. 3) i tr lui tin hoa hng cho hng qung co. 4) Hng qung co ngh phng n lm vic cho ch nhn qung co. 5) Nu ng , ch qung co nh hng qung co thi hnh phng n. 6) Hng qung co thng lng vi hng sng tc ch tc phim v hng chuyn mn v mi th mua gi pht sng.Hng sau ny gi c quyn v cc khu gi. 7) i tr tin hu hng cho hng chuyn mn mi th bn khu gi pht sng h cho h. 8) i pht sng phng nh n khn thnh gi, ng thi l gii tiu th. 9) Ch qung co nh hng iu tra xem xt hiu qu qung co v hiu qu thng mi. 10) Hng qung co nh hng iu tra xem hiu qu cng vic mnh lm. 11) i phng nh nh hng iu tra hiu qu ca cng vic mnh lm. 12) Hng iu tra thu tn hiu my quan trc t ng hay gp g ngi tiu th xc tin iu tra. Xin i chiu cc tit mc trn vi biu sau y : B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

25. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 25/182 Qung co l hnh thc thng tin vi mc ch thuyt phc v ni theo F. Balle (Les Mdias, 2000) n l " con ca tuyn truyn nhng khng phc v ngi cai tr m phc v con bun, vn dng nhng th php t quyn r n lp lun". ng dn chng bng m hnh v thuyt phc ngh bi Ph. Breton (1996) (c sa i i cht bi thut gi) nh sau : B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

26. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 26/182 Qung co trng thnh song song vi nhng phng tin truyn thng i chng t nhng nm 1930 v nng da ln nhau i n ch thnh lp khoa hc qung co, mn hc c tnh cch " nhn vn " (humanities) v ng thi, mn hc " a khoa " (multidisciplinary) v chia s nhng im chung vi cc ngnh khc nh khoa k thut vin thng, kinh doanh, tm l v x hi hc... Qung co truyn hnh khng nhng s dng phng tin thuyt phc l ngn ng m cn bng hnh nh v nhng yu t tn hiu khc...Ch yu vn l hnh nh. T thi Phc Hng, nh pht minh v nh ngh thut a ti ngi Leonard de Vinci nh gi th gic l ngi anh c ca ng quan. Ngi Vit Nam cng coi con mt nh " ca s ca tm hn ". Thnh gic c hiu nng khng km nhng ch ng vai tr th yu, b tc cho i mt. Chnh v th m truyn hnh, mi th truyn thng khai trin c kh nng ca c hai gic quan ni trn, t hiu nng vt tt c cc phng tin khc, c dng nhiu nht trong ngnh qung co thng mi. * Qung co thng mi truyn hnh, trong cc quc gia u M thng c gi tt l TVCM, gin lc t ch Anh Television Commercial Message m chng ti mo mui gi l " thng ip truyn hnh". Mt thng ip nh th bao gm ba yu t : hnh nh, ngn ng, m nhc, v l mt th php truyn t i chng v n c gi n i tng bng nhng mi th truyn thng hng lot ( ngi Trung Quc hin i gi l truyn mi ) nh bo ch, truyn thanh v truyn hnh. Qung co truyn hnh chnh thc ra i ti M ngy 1/7/1941 trn i WNBT New York, ng 8 gi sng qua thng ip (CM hay commercial message ) ca hng ng h Bulova, sau khi qung co thng mi trn truyn hnh c y ban Thng Tin Lin Bang (FCC hay Federal Communication Commission) chp nhn trn nguyn tc. K t thng 5/1942, c n 10 i pht hnh thng ip v thng ip u tin c phng i trn mng truyn hnh (Network) l ca hng dao co ru an ton Gillette xen k gia trn u gii v ch quyn Anh ca v s Joe Louis Yankees Stadium (19/6/1946). Khong nm 1952, M c n 109 i truyn hnh thng mi trn 65 th pht sng n 17 triu nc gia. Nht, thng ip truyn hnh u tin c phng t i NTV (Nippon Television) ngy 28/8/1953 lc 12 gi tra gii thiu ng h Seiko ca hng Hattori Tokei (nay l Seikosha, gi tt l Seiko) qua bn thng tin gi gic (Seikosha Bo Gi Ng) , hai nm sau khi trn ln sng truyn thanh Radio Nagoya, kem nh rng Sumoka gii thiu sn phm ca mnh. (1/9/1951). Theo Th. Fabre, Php, qung co truyn hnh ch mi n vi khn thnh gi nm 1968 trn i s mt (TF1) nhng pht trin ht sc nhanh chng n nm 1990, chi ph qung co truyn hnh chim 25% tng s mn tin B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

27. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 27/182 dng vo qung co.. T bui u tr i, thng ip trn truyn hnh bin chuyn qua nhiu giai on. T en trng chuyn qua mu, t t trng tm vo hot hnh n lc t trng tm vo ca nhc hay din vin ti t, n bc vo thi i thng ip quc t v in t vi cc i hi quc t ngnh qung co, vi nhng phng tin hin i nh bng thu hnh theo s tr (VTR-D) v phng php cu to hnh nh bng vi tnh (Computer Graphics hay (CG), cc li truyn hnh bng ng giy cp (CATV), bng v tinh (BS) hoc a mi th (Multimedia) trc khi bc n qung co trn mng (Web Advertising). . nh ngha Thng ip Truyn Hnh ta c th xem n nh mt " thng tri truyn t tin tc nhm thuyt phc, bng phng tin truyn hnh i chng cho mt mc ch thng mi trong mt khong thi gian ngn". Thng ip ny l cng c qung co (Advertisement) pht xut t mt hot ng qung co (Advertising), c mc ch qung b (Propaganda) nhng khng phi l tuyn truyn chnh tr (Political Propaganda) du n c th tr thnh nh th ngoi mun. Nh ni, cng cn phn bit qung co truyn hnh vi Giao Dch X Nghip (Public Relations), mt hnh thc qung co qua s giao tip gia ngi vi ngi, cng nh cn phn bit n vi Qung Bo Cng ch (Advertising Public Utility), loi qung co vi mc ch b co ng li, ch trng ca chnh ph v li ch cng cng (khuyn khch dn i bu c, hn ch sinh chng nn nhn mn...). Cng nn tch n ra cc hnh thc qung co ti a im bn hng (Point of Sales hay POS), ni m ngi bn hng tip xc trc tip vi ngi mua. Qung co truyn hnh nm trong lnh vc Qung Co Tn Tin (Paid Publicity) v mun gi gi phng nh (Time On Air) trn i, ngi cy qung co phi tr mt mn tin no , nhiu khi rt cao. Qung Co Khng Mt Tin (Non Paid Publicity) l nhng li qung co khng thng qua mi th i chng, khng tn km, nh mch nc, ch dn hay n i... Nh tt c mi hnh thc qung co khc, qung co truyn hnh c bn chc nng : 1. Chc nng kinh t : Qung co truyn hnh thng tri, bo co vi ngi xem v s ra i hoc s c mt ca mt mt hng. Trong thi i sinh sn hng lot, n thi thc s tiu th ca khch hng vn chung nhng sn phm mi. N khai thc nhng nhu cu tim n ca ngi tiu th, lp li th qun bnh gia cung v cu cng nh gp phn vo vic phn phi li tc trong x hi. Sn phm ra cng nhiu th gi thnh cng r v ngi mua c c hi mua r v nng cao cht lng mc sinh hot ca mnh (standard of living). Nhc im ca n l thc y ngi ta n tiu hoang ph, li cun con ngi bt chc nhau tiu th theo thi trang, khi gi nhng li tiu th kiu bc ng, ngha l mua m khng ngh trc ngh sau. N thng b xem nh l mt cng c ca ch t bn ch to ra h thm gia k giu v ngi ngho. B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

28. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 28/182 2. Chc nng thng mi: Qung co truyn hnh thng tri vi x hi vai tr ca x nghip, ng li hot ng ca n. Qung co cng c thc x nghip gp phn vo vic phc v khch hng v xy dng x hi. N khuyn khch x nghip khng ngng ci tin hot ng ca mnh. N to danh ting cho nhn hiu (Brand) v nng cao tinh thn ca nhn vin (Inner Moral Up). im yu ca qung co trong phm vi ny l n gy ra khong cch gia cc x nghip, lm chi ph qung co tng vt (hng m phm Estee Lauder tiu 30% tin bn hng ch ring vo vic qung co), lm cho cc mt hng on mnh (shorten product life cycle), va mi ra l thnh li thi v c mt hng mi ra ngay sau . C khi n cn lm hnh nh x nghip t hi i v nhng li qung co bi bc ln nhau. 3. Chc nng x hi : Qung co ni chung v qung co truyn hnh ni ring gio dc ngi tiu th (advertising educates consumers) .Qung co truyn hnh m rng tri thc, nng cao mc suy ngh, phn on ca ngi tiu th, dy ngi ta v cch dng cc mt hng v gip ngi ta quyt nh mua mn hng no. N va l t liu ca ni dung truyn thng i chng, va l l do ngi tiu th bt u bit quan tm ti mn hng mnh tiu dng. N khin cho ngi ta i hi nhng mt hng ra i phi ng theo qui trnh v yu cu ca x hi. N gip ngi ta tit kim c thi gi tm hiu (reduce search time) v gip h bit ngay u im ca mt mt hng. Tuy nhin, nhng k chng i n cho rng qung co ch a ra nhng tin tc hi ht, nhiu t hoa (rhetoric ) hn l s thc. Qung co truyn hnh li x y con ngi th phng tin bc v m luyn nhu cu vt cht, ph hoi mi sinh v tiu ph khng ngng ti nguyn thin nhin, khi gi lng tham v khin ngi ta ch ngh n nhng lc th nht thi, khng thit g n ngha ca c gng v lao ng. 4. Chc nng vn ha : Qung co truyn hnh ngh mt np sng mi. Qua n, chng ta bt mch c hng i ca x hi. N l ti ni chuyn bt tn ca qun chng v nh n, nhng hot ng vn ha, x hi c phng tin vt cht thc hin. N khai thc nhng i hi cao c ca con ngi. Theo nh kinh t hc A.H. Maslow, con ngi ta sau khi no cm m o, c an ninh, sc khe, cn cn c tinh yu, lng t ho (Esteem Needs) v nhng thnh t trong i (Self-Actualization Needs) v c nhu cu cng hin cho x hi. D nhin, Maslow cp n nhu cu nhn bn ch khng phi ni ring v nhu cu tiu th. Th nhng, c hng dn bi nhng nhu cu , con ngi c th tm n nhng sn phm hay dch v tha mn mc ch mnh i hi. iu khng ngn vic qung co to nn mt th vn ha vt cht, hi ht, thiu cht lng nu khng ni l ch k, tp trung vo c nhn v xa ri nhng li ch cng cng, gy hn lon v ph hoi nhng gi tr truyn thng tt p. Nhng ngy l Ging Sinh, T n, Phc Sinh ch l c hi cho con bun li dng cho hng. Nhng Ngy Cho Ba (Fathers?Day), Ngy Cho M (Mothers?Day) c khc no cng c thng mi ca cc tim bch ha. V B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

29. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 29/182 phng din vn ha, qung co ni chung v qung co truyn hnh ni ring cn to ra nhng hnh nh rp khun (stereotype) v ngi n b, v ngi ln tui, thng thng khng tt p cho lm Hnh nh ngui n b l k coi nh, nu bp, trng con, hay l i tng ca nhng thm mun ca th xc trong khi ph n ngy nay xc vc nhiu trng trch x hi. Ngi gi trong qung co thng l nhng k au m, tt nguyn, trong khi trn thc t, c nhng ng b lo khe mnh, y sc lc v nng n. Qung co cn b buc ti l hung bo. thu ht s ch ca qun chng, ngi lm qung co c lc khng ngn ngi dng nhng hnh nh d di v khiu khch, nhiu khi gy xc ng mnh nht l i vi tr em. im chung ca qung co truyn hnh vi cc hnh thc qung co khc l trong ngn hn n cng nhm thc hin qu trnh AIDMA ngha l trnh t ch (Attention), tm (Interest), thm mun (Desire), ghi nh (Memory) v cui cng dn ngi tiu th ti hnh ng (Action)mua hng. Trong di hn, n c nhim v thc hin qu trnh th hai, gi tt l AMTUL gm nhng yu t nh sau : nhn thc (Awareness), k c (Memory), dng th (Trial), s dng (Usage), trung thnh ( Loyalty). Mt qung co thnh cng khi n a ngi tiu th i theo ng hng mong mun ca ngi cy qung co ngha l lm sao gi c khch hng (Customer Retention) theo tun t bin thin ca cc loi khch : khch thm d (Prospect), khch dng th (Trialer), khch s dng (User), khch quen (Customer), khch c bit (Client), khch ng h (Supporter), khch bin h (Advocate). Tuy vy, vic s dng phng tin truyn hnh qung co thng thng l kt qu ca s tnh ton ca ngi trch nhim qung co v chin lc mi th (Media Strategy).Dng mi th no hay phi hp, hip ng cc mi th (Media Mix) c bit th no d t c hiu qu ti a. Cho dn nay, s liu thng k vn cho ta thy qung co truyn hnh gi vai tr then cht trong cc hnh thc qung co. I. SO SNH HIU NNG TRUYN THNG CA TRUYN HNH VI CC PHNG TIN KHC Qung co khng ch c thc hin bng truyn hnh m cn thc hin vi s gip sc ca nhiu mi th (Media) khc, c tnh cht i chng (Mass Media) hay phi i chng: - Qung co do nhng ngi khng chuyn mn nh truyn ming nh mch nc, ch dn, n i trong gia nh, gia thn hu, thy tr. - Qung co bng cch gi hng (packaging), thng phm t qung co cho n. - Qung co do nhng ngi lm tip th (Sales Promotion ou SP) qua nhng phng thc nh th tn trc tip (Direct Mail hay DM), truyn n thng mi (Advertising Leaflet),bch chng dn ngoi tri (Outdoor Poster) hay cc tm bin (Billboards) trn sn vn ng , trn bn xe hay trong cc phng tin giao thng ( Transportation Facilities) nh trn xe in, xe B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

30. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 30/182 but, cnh cc quy by hng (Point Of Purchase hay POP), bng cch in trong cc tp danh mc in thoi (Telephone Directory) hay trong cc phng trin lm (Exhibition, Show Room). - Qung co c nhn bng nhng mi th in t nh tr chi in t (Games), mi th mi nh truyn hnh bng mng dy cp (CATV), truyn hnh v tinh (Broadcasting Satellite), mng Internet (Internet Site). - Qung co i chng bng 4 mi th truyn thng i chng : bo ch (Newspapers), tp ch (Magazines), truyn thanh (Radio) v truyn hnh bng sng in (Television). M.K. Baker (trong tp sch vit chung vi Monye, Sylvester) so snh im mnh v im yu gia truyn hnh v cc mi th khc qua bng tm tt sau y: biu 2.3: Bng so snh u khuyt im ca cc mi th qung co Mi th u im Khuyt im Nht bo -a bn rng -Bao trm nhiu lp ngi -Gi r -Co gin -To phong tro nhanh chng -Tiu th nhanh -Khng lu di -Khng bc l ra ngoi -Khng gy n tng mnh v trnh by km m thut -Khng li cun Tp ch -Trnh by m thut gi ch -i tng c gi r rng -Trnh ngi c cao -Gi c lu di -C th a ra tin tc c cht lng -Mt nhiu thi gi gy phong tro -Thin v hnh nh -Mt thi gi to n tng -Gi c trung trung Truyn hnh -Uyn chuyn v dng c c hnh nh, ch vit, m thanh, ng tc -c trng vng -Tm phng xa -Cn lp i lp li -Khng dng c lu di -Gi tuyt i th t -Tn mn thng tin -Hn tp B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

31. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 31/182 -Bao trm phm vi ln -Gi tng i th r Truyn thanh -Tuyn chn c ch nhm -Gi r -Nhu nhuyn -Trc tip tr chuyn vi khch hng - -Khng gy c n tng -Gii hn trong vng m thanh -Khng tp trung s ch ca ngi nghe -Khng c trng vng. Ngoi tri (Outdoor) -Khu vc rng -Thay i c nhiu ln -Gi r -Phng tin ph ng lu -C tnh a phng -Khng c trng vng (nhng c th ci tin) -Thi gian ch tc lu la -Kh o lng hiu nng Giao thng - l xut ln -Gi thnh r -C tnh a phng -Bao trm phm vi hp -ch nhm (hnh khch) m thi -Hn tp Trong tim (Indoor POP) -Tp trung s ch ln -C tnh thuyt phc -Gi r -Nhu nhuyn -ch nhm (khch n tim) m thi -D gy ln ln -Hn tp Xut x : Baker, Monye, Sylvester, The Handbook of International Marketing Communication, USA, 2000. ng v mt kinh t m ni, qung co li no mi c li? Shinya v nhm Sendenkaigi cho bit Nht Bn, tng s chi ph qung co trong nm 1999 c c nh l 5700 t Yn, tng ng vi 47 t ri -la M, m trong tin vo 4 mi th i chng chim ti 64%.Bn mi th i chng hp dn ch l mi ln a mt thng tin qung co n ngi nhn tin (Audience), ch qung co ch tr mt gi rt r khi so snh vic s dng nhng mi th khc (tr nhng mi th truyn ming). Ngi ch qung co Nht ch tn 0,5 Yn cho mt ln thng tin bng thng ip l (s gii thch sau) trn truyn hnh, 1,3 Yn nu dng thng ip B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

32. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 32/182 lng (s gii thch sau) trong chng trnh, 0,2 Yn nu mn ln sng truyn thanh v 1,6 Yn nu ng ti trn mt bo, 2,7 Yn nu dng tp ch. Trong khi y, truyn n xen vo v pht cng mt lt vi bo (Origami hay Leaflet) trung bnh tn 16 Yn v th tn trc tip (Direct Mail, Postcard) tn n 104 Yn. Ngoi s cch bit v gi c, cn c s cch bit v hiu nng. Truyn hnh bng sng in khng nhng l mi th t tn km nht m cn l mi th c nhiu hiu nng nht trong vic thng tin v thuyt phc khch hng. Hy th so snh thm truyn hnh vi cc mi th khc: 1. So snh vi n phm Nht bo v tp ch l nhng n phm, c kh nng truyn t qua ch vit v hnh nh. Phn chnh yu ca n phm vn l k s bng vn t, nhng hnh nh tnh ch ng vai tr h tr. Truyn hnh th khc: ch yu l hnh nh ng. Bao nhiu th nh ch vit, ngn ng, m nhc, m hng...b tc hiu nng ca hnh nh. Nh hnh nh, truyn hnh mang n cho ngi xem s sng ng, hin thc ca vic xy ra trc mt. iu khng th no ti hin c qua nht bo hoc tp ch. i vi qung co ch (sponsor), truyn hnh nh em thng phm ph by ra trc mt khch hng, mc tiu ca thng ip. im khc nhau th hai gia n phm v truyn hnh l n phm c th em i theo trong xe, ln my bay xem, gi gn lu di trong nh, trong th vin, chuyn tay ngi ny ngi kia xem. Thng ip qua truyn hnh thot n, thot i, khng gi g c m c gi c th cng kh cu k, mt cng. 2. So snh vi phng thanh Ban u, phng thanh v truyn hnh vn i i vi nhau. Hai mi th c nhiu im tng ng nh vic nghe v xem u khng phi b tin ra, v nhiu nh sn xut thng ip va lm i pht thanh ln i truyn hnh. C th xem truyn hnh nh cnh tay ni di ca pht thanh. Tuy nhin, ngi ta c th nghe ra-di- khp mi ni, trong lc ang li xe, khi lm cm v ngay c khi dang ng. Ngc li, xem truyn hnh d c th lm vic khc cng lc nhng iu i hi mt s tp trung ti thiu cho nn nhiu thng ip, nu phng ra vo lc ngi xem bn tay, thng c khuynh hng ch trng vo li ni hn l hnh nh. Pht thanh v truyn hnh hay dng th php "qung co lin hp"(IC hay Integrated Commercial), trong ni dung chng trnh thng tin hay gii tr ni chung v thng ip quyn vo nhauthnh mt. iu ny khng c cho php trong trng hp n phm bi v trn mt bo, qung co v k s bt buc phi tch ring. L do n gin l nu mt n phm dng li qung co hi nhp nh th, mi th n lot s mt s tn nhim ca c gi. Khn thch gi truyn hnh d dng hn v vn ny, c l v trong sut my ngn nm, vi tr "vn kin chnh thc" ca ch vit in du su m ni ngi c.Hn na, ta kh lng tng tng c th c ch qung co tham gia vo vic son k s cho t bo hoc tp ch c. Vic ny xy ra d dng hn i vi li rao hng trn ln sng pht thanh hoc truyn hnh.D sao, chng ta thy trong cc nuc u M, ngi ta rt nhy cm v vic " ng ha qung co vi k s " (publicit rdactionnelle(P)) v h ngh l vic km nghim tc nu khng ni l c dng xu v u c khoa hc (cartsien (P)) ca h mun phn bit " h " v " thc ". Nht Bn d di hn cho nn nhiu nh nghin cu phng Ty vn ln ting ch trch hin tng ny. Xem truyn hnh hay nghe pht thanh l mt hnh ng c tnh cht c nhn ln tp th nhng B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

33. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 33/182 xem bo hay tp ch hu nh l mt hnh ng n l. D nhin khi hnh ng n l th c ch cao hn. Ring lc xem bo cng nh nghe truyn thanh ch c th gic hoc thnh gic lm vic. Trong khi y, xem truyn hnh phi vn dng c hai gic quan nn kh nng thu nhn tn hiu tng gp bi. Lucas v Britt (Advertising Psychology and Research, Nghin Cu Tm L Qung Co,1950) cho bit l trc cu hi nu ch c quyn gi c mt gic quan m thi th ngi ta s phi gi li gic quan g, phn ng ngui c hi u p s chn gi li th gic n cui. Hai nh nghin cu trn dn li pht biu ca nh tm l hc Metfessel nh sau " Tri thc m mt ngi bnh thng tip thu c c n 65% qua ng th gic, 25% bi thnh gic v 10% cn li bng hoc xc gic, v gic hay khu gic". T , h nh gi cao vai tr ca mi th truyn hnh v n c kh nng chuyn tn hiu n hai gic quan mnh nht (th, thnh gic) cng mt lc. HL Hollingworth (The Psychology of the Audience, Tm L Khn Gi 1935) lp biu nh sau: biu 2.4: ghi nh tn hiu theo gic quan th tn ghi nh (%)o ngay sau lc tip tn hiu ghi nh (%) tn d 3 hm sau Ch s dng thnh gic 71 10 Ch s dng th gic 72 20 S dng th gic ln thnh gic 86 65 iu cn lu l nghin cu ca Hollingworth ch da trn nh tnh, nu da trn nh ng th hiu qu trn k c s cn mnh hn nhiu. Nu mun so snh nh gi xem hnh nh v m thanh bn no quan trng hn th c nhn gi biu tin bi hon trong trng hp i truyn hnh chy khng tt khc r. Nu v c g m nh khng hin ra, i bi thng cho ngi nh phng nh 75% chi ph b ra, trong trng hp mn nh cm, h ch bi thng c 25% m thi. 3. So snh vi din kch Truyn hnh s dng kch trng chuyn dng (studio) lm ch thu hnh (thi s, cc chng trnh m nhc hay tiu khin, phim truyn, phim qung co) v th php truyn hnh cha ng kch tnh. Tuy vy, sn khu v truyn hnh khc nhau ch ngi xem kch nhn din vin sng ng trc mt mnh v din vin cng giao cm trc tip vi khn gi (trng hp khn gi c mi n tham d nhng bui thu hnh khng phi l khng c nhng khng thng xuyn v khng kh nhng lc cng khng bnh thng v xen gia din vin v khn gi cn c bao nhiu chuyn vin v my mc di ng khng ngng). Trong khi , din vin B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu

34. QUNG CO TRUYN HNH TRONG KINH T TH TRNG O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 34/182 truyn hnh ch i mt vi ng knh thu hnh v h thng nh sng m ngi xem cng ch thy h qua mn nh. Khn gi kch trng qui vo mt nhm nh trong khi khn gi truyn hnh l i chng. Hnh ng ca h cng khc. Xem kch, tr trng hp bt kh khng, ngi ta ch ngi mt ch, chm ch xem, chn th b i ch khng c g thay th vo. Ngc li, truyn hnh cho php ngi xem di ng thoi mi hn v nu khng thch xem, c th bm nt chn i khc v c th bm tr li i c. Ngi xem kch ngi mt v tr c nh nhn ln sn khu theo mt gc cnh tng xng vi s gh h ngi. Khn gi truyn hnh th c xem s vt t nhng gc cnh khc nhau do kh nng di ng ca ng knh thu hnh. Cu chuyn din ra trn sn khu ch theo mt lp lang c nh v mi mn phi c din ra mt khng gian no . Truyn hnh a ta t khng gian ny n khng gian khc, thi im ny n thi dim khc, ct xn cu chuyn theo mt mch lc khc bng th php in nh , iu m trn sn khu, o din v din vin khng th lm. Ngoi ra, v cch din t, trn sn khu hay cng iu, khoa trng trong khi trong trng hp truyn hnh, ng tc din vin phi t nhin nh ngi tht, vic tht. Ngi ng kch mi ln ln sn khu l mt ln thng ph, khng c din sai hay ni h (d nhin c ngi nhc tung (prompter) nhng s h tr ny ch n mt gii hn no ). Truyn hnh c thi gi v phng tin gip din vin ni ng cu ng ch. o din ct xn (cut) lin tay, i hi din vin din i din li nhiu ln, ch la on phim hon chnh nht a ln mn nh. Ngy nay, k thut i n ch tinh vi, ta kh phn bit c chng trnh no l thu hnh trc tip, chng trnh no l dn dng trong phim trng. 4. So snh vi in nh Truyn hnh ging in nh ch truyn hnh s dng nhng phng php thu hnh, thu m, chiu sng v tc ng c bit (special effects) ca in nh. Lch s ca truyn hnh c th xem nh lch s in nh ni di. Tuy nhin, khng v th m ta b qua nhng d bit gia hai bn. Trc tin, cht lng hnh nh ca truyn hnh km xa in nh v r, v tng phn, v tinh t ca mu sc (iu ny c th thay i nh h thng HDTV) . Mn nh ca truyn hnh cng b hn . Trong tng lai, vi tin b k thut, truyn hnh s c mn nh p, r, ln hn nh loi gn ln tng... Hin nay trung bnh mn nh ch c ng cho khong 21 inch (21*2,54cm=53.34 cm). S kin mn nh nh thua mn nh rp chp bng c ci li l khin cho ngi ta c tnh cm gn gi, gia nh i vi truyn hnh hn l vi in nh, nht l my truyn hnh t gia phng khch hay phng ng, trong khung cnh t nhin, khc vi phng ti ca rp ht. Mt s cch bit khc gia hai bn l tiu ph rt ln ca truyn hnh. rp chp bng, mt ngy ngi ta c th chiu i chiu li mt cun phim, nhng trn mn nh truyn hnh, du c s chiu i chiu li, phi lun lun thay i ni dung trnh s nhm chn. Ngi n rp xem phim bi v c ch i xem cun phim ang chiu, ngi xem truyn hnh v khng phi ct cng i, nn kh tnh hn khi phi xem mi mt cun phim mnh khng cn thch th. Nm 1951, theo Agnew v O?Brien (Television Advertising, Qung co truyn hnh, 1958), c Holywood trong mt nm tri mi lm ra 432 cun phim, nu em n a cho mt i truyn hnh chy 16 ting ng h mi ngy th ch trong vng 36 hm l cn phim chiu. D nhin, ngoi phim truyn, Hollywood cn sn xut loi phim (phim truyn chng hi (series), phim ngn t ti liu n hot hnh...) nhng ci "bao t" truyn hnh tht khng l, nht l khi s i tng nhanh th bao nhiu cng khng . B Kp V Kh Ngn T Trong Qung Co http://biquyethoctap.com/vu-khi-ngon-tu