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NGUYN NAM TRUNG

QUNG CO SNG TO

[email protected]
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2007, edit by bAdKiD Trang 2

MC LC

Li mu

ACC HIU BIT C BN V NGNH QUNG CO1/ Qung co ti Vit Nam ngy nay2/ nh ngha li qung co3/ Cc loi cng ty lm dch v qung co4/ Lch s pht trin ca ngnh qung coa- Qung co chn tht

b- Qung co USPc- Qung co xy dng hnh nh thng hiud- Qung co nh vthng hiue- Chng trnh truyn thng tip th tch hp

IMCIntegrated Marketing Communication5/ Cc k thut qung co thng dng

B - QUNG CO SNG TO

6/ Bn cht v c chtc ng ca qung co7/ Qung co sng to l g?8/ Hiu qu ca QC Sng To

C - CHIN LC SNG TO

9/ Qui trnh sng to10/ Chin lc sng to11/ Bn yu cu sng to12/ Qui tc nh gi tng qung co S. M. I. L. E13/ Cc bc thc hin mt qung co14/ Cc k thut kch hot tng

D - MT SIU CN LU

15/ Qung co bng hnh nh hay bng ch16/ Bn mt tng qung co
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LI M U

Vo khong nhng nm 1996-1997, hng lot cc cng ty qung co nc ngoi ng lotnhy vo th trng Vit Nam. Cc cng ty qung co a quc gia ny tuyn dng nhngngi Vit Nam gii ting Anh v c kh nng sng to, gp rt oto h phc v chokhch hng l cc tp on a quc gia mi thm nhp th trng.

Trong cc cng ty qung co, cng vic sng to v lp chin lc truyn thng u do ing chuyn gia ngi nc ngoi m trch. Nhn vin ngi Vit l nhng cngdn hnghai ti cc cng ty qung co a quc gia ny.

Sut thi gian t n nay, ngnh qung co Vit Nam c nhng bc tin vt tri.Bn c th thy r iu ny khi nhn vo i ng nhn vin ti cc cng ty qung co a quc

gia ngy nay, vihn 90% l ngi Vit Nam. Tuy nhin, iu ng bun l hu ht VitNam, chng ta lm qung co theo kiu ch lo hc c vi Chiu - l cc k nng, cccng vic c th - m li khng nm c phn Thc - tc nhng kin thc nn tng,nhng hiu bit v nguyn nhn, v cu trc v cc qui trnh chuyn nghip.

Nhiu qung co do cc chuyn vin qung co Vit Nam to ra u da trn s sao chpmt cch my mc t chng trnh qung co ca cc cng ty a quc gia v thng mangli nhng ph tn hn l hiu qu.

Vi nhiu ngi, vic a ra nhng tng sng to c v rt d dng. Tuy nhin, chngminh c hiu qu ca cc tng trc khi tin vo thc hin chng trnh qung

co tip th l iu m khng my ngi lm c.

Qung co ti Vit Nam hin nay vn cn l mt dng thin v ngh thut (tc da vochuyn may ri cm tnh) hn l v khoa hc c th chng minh c hiu qu.

C l cc bn cng bit rng t Qung Co ti Vit Nam c hiu ht sc a dng. Qungco c s dng v b lm dng trong nhiu trng hp. Khi mt ai nghe ti ni rngmnh ang lm trong ngnh qung co, cu hi k tip ca h thng l: Vy anh lm bnghiu hay hp n? Nay mai c dp s nh anh in gip my hp danh thip, hay vi t qungco sn phm. Trong nhng trng hp nh vy ti ch ci tr, km thm mt cu giithch kh di v cng vic qung co theo ng chuyn ngnh m mnh ang lm.

Tng t nh qung co, t Qung co sng to cng c hiu mt cch n gin rng l mu qung co khc l v c ni dung nu ln ch li ca sn phm hay thng hiu. Khitm cu tr li cho cu hi: Th no l mt qung co sng to? C phi chng l mtqung co p? Hay l mt qung co tht n tng? Tht ngu? Mi chng ta s t lgii theo cch hiu ca mnh.

Qung co l hai ch nghe tht n gin v c v rt d hiu, nhng hiu ng v lmng, to ra nhng qung co mang li hiu qu cao l mt vic rt kh v y thch thc.

Tp sch mng ny ra i vi mong mun gip ngi lm cng vic tip th v nhng bn trmi tham gia vo ngnh qung co c thm cc khi nim v ngnh qung co ni chung v
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qung co sng to ni ring.

T gc nhn ca mt ngi tri nghim nhiu nm trong ngnh qung co, ngivitmong mun chia s mt s cch lm tng hiu qu ca qung co, sao cho mi ng tin bn

b vo qung co phi mang li ti a li nhun.

Trn trng

NGUYN NAM TRUNG- Cng ty StormEye -
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PHN A

CC HIU BIT C BN V NGNH QUNG CO1- QUNG CO TI VIT NAM HIN NAY

Nh bn bit, nn kinh t thtrng ti Vit Nam khi sc tu thp nin 90. Khi c nnkinh t thtrng tc l c cnh tranh. C cnh tranh th vic phi qung co v tip th liu bt buc.

Tng chi ph cho qung co ti Vit Nam tng nhanh trong nhng nm va qua vi tc trn di 25% mi nm. Trong nm 2005, doanh s qung co bo, i v tivi l khong 320

triu USD (theo TNS Vit Nam). Nu tnh c cc loi qung co ngoi tri st trn di400 triu USD. Tng chi ph cho ngnh truyn thng tip th ti Vit Nambao gm cqung co, khuyn mi, quan h cng chng, tip th trc tip,... - hin vt con s 1 tUSD.

C l cc bn cng bit rng hn 80% ngn sch qung co ti Vit Nam hin nay ang cthc hin bi khong 30 cng ty qung co a quc gia. Phn cn li c chia cho khonghn 3.000 cng ty qung co Vit Nam (Theo s liu ca Hip hi QC Vit Nam).

Lnh o ca cc doanh nghip lm qung co v clnh o ca Hip Hi Qung Co VitNam u bc xc tm cch thay i t ltrn, nhng cho ti nay vn cha c c mt gii

php kh thi.

Thng thng bt ccng ty hng tiu dng a quc gia no khi thm nhp vo thtrngVit Nam u c cc cng ty qung co a quc gia i km, thng c gi l i l qungco song hnh - Aligned advertising agency. Mt khc, k t ngy lut doanh nghip t nhni vo hiu lc nm 1995, n nay nn kinh t thtrng ti Vit Nam mi pht trin chn 11 nm. Do , cc doanh nghip qung co ca Vit Nam u hot ng mt cch t

pht, khng tm vnng lc ln tim lc cnh tranh vi cc hng qung co a qucgia chuyn nghip v hng mnh.Khng chVit Nam, tnh hnh tng tang xy ra tt ccc nc ti Chu .

Vo thi im khi u ca ngnh qung co Vit Nam, qung co ngoi tri l loi hnhu tin c thc hin v pht trin rt nhanh chng. Do nhu cu bt buc phi lmqung co ca cc tp on a quc gia, hng lot cc bng qung co ngoi tri mc lnkhp ni. Chnh iu ny to nn hin tng lon bng qung co mt thi, v sau bchnh quyn cc a phng chn chnh. Cng vi qung co ngoi tri, cc loi hnh qungco khc nh bo, i pht thanh v qung co truyn hnh cng pht trin rt nhanh chng.

Cc doanh nghip lm qung co Vit Nam rt nhanh chng nm bt c cc k thut, cngc, my mc to mu ch bn. Chng bao lu, chng ta c th d dng to ra nhng muqung co p v bt mt.

Hin nay, mt s hng qung co nc ngoi ti Vit Nam hot ng rt yu km v khng
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hiu qu. Do b tc v tng, hthng nhcng ty qung co Vit Nam ngh gip vthc hin mu qung co cho khch hng ca h. Khi mu qung co c duyt, ngnhin l cng ty QC nc ngoi c hng phn ln li nhun. Cc cng ty qung co Vit

Nam - l nh cung ng dch v thc s - th chc hng s l ca li nhun thu c.

Cho ti nay, gi thc hin mt mu qung co bo, do cc cng ty qung co Vit Nam thchin, thng nm mc khong 5 triu ng, trong khi ti cc hng qung co a quc gia,gi trung bnh cho mt tng qung co c nh hng chin lc s vo khong t 1500n 3000 USD.

Vy u l s khc bit gia cht lng dch v ca mt cng ty qung co a quc gia vca mt cng ty qung co ca Vit Nam?

u l s khc bit gia mt tng qung co 5 triu ng (khong 300USD) ca cng tyQC Vit Nam v mt tng qung co 50 triu ng (khong hn 3,000USD) ca mt cngty qung co a quc gia?

S khc bit v gi c thc hin mu qung co khng phi v mu qung co p hay xu,c o hay tm thng, m nm ch hiu qu ca qung co - mu qung co lm cnhng g cho doanh nghip v cho thng hiu c qung co.Hu ht cc cng ty QC Vit Nam u c hnh thnh bt u t mt phng thit k tomu nh. Ch cn vi ba ci my tnh, mt cn phng v vi ngi l c th thnh lp mtcng ty qung co. Do vy, nhng cng ty QC Vit Nam thng ch tip cn c cc khchhng l doanh nghip Vit Nam, hoc trthnh nh cung ng DVQC cho cc cng ty lindoanh thng qua nhng mi quan h c nhn.

C mt bc tng v hnh m cc cng ty qung co Vit Nam kh vt qua cchnh l cch ngh v cch lm theo kiu da trn cc quan h c nhn, qui m nh v honton khng theo cc qui trnh chuyn nghip.

hu ht cc cng ty qung co ca Vit Nam, da trn n t hng ca bn, thng ccnhn vin thit k schi u vo tm trong th vin nh lu tr mt hnh no hay hay, cv ph hp ri gn sn phm ca bn vo y. Nu mu thit k p , chn chu th bnc th phi trn vi triu ng cho cng thit k to mu.

Ti cng ty qung co a quc gia, nhng tng sng to lun l kt qu ca c mt quitrnh lm vic chuyn nghip da trn nhng phn tch, nghin cu v x l thng tin rt

khoa hc, m i khi rt-rt tn km, nhm bo m to ra c nhng qung co mang lihiu qu bn hng thc s, ch khng chn gin l cc mu qung co p.

S khc bit ln gia mt mu qung co p v mt mu qung co hiu qu chnh l quitrnh sng totc cch thc p dng sng to ra mu qung co.Mt mu qung co hiu quc thc hin theo mt qui trnh chuyn nghip v phc tphn rt nhiu. Bt u t nghin cu phn tch cc s liu v thtrng, ngi tiu dng,nhm khch hng mc tiu, cc nhu cu tim n ca khch hng, phn tch i th cnhtranh, phn tch im mnh yu ca sn phm, v.v, cng ty qung co phi vch ra cnh hng chin lc nhm p ng cc yu cu m chng trnh qung co cn t c.Tt ccc bc thc hin u c nhng tiu ch, nhng ch tiu rt c th v r rng. Vic

chn lc tng c thc hin qua nghin cu thtrng v ly kin ca ngi tiu dng(tc nhm khch hng mc tiu). Sau khi chn c mu qung co, cng on thc hin
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mu qung co cng phi chuyn nghip. Vic chp hnh hay quay phim, nu c, cng phic cc chuyn gia thc hin (C nhng mu qung co m chring chi ph thu ngimu v quay phim chp nh ln ti hng chc ngn USD). Ngi thc hin mu qungco phi to c nhng l do thuyt phc tc ng n ngi xem qung co mang lihiu qu bn hng.

im yu ca cc cng ty qung co Vit Nam trong vic to ra cc qung co gi tr cao lthiu nhng ngi lm qung co chuyn nghip v thiu cc qui trnh chuyn nghip.

Hin ch c mt s rt t cng ty qung co c c nhng chuyn vin qung co gii. a shl nhn vin c ca nhng cng ty, nhng tp on qung co a quc gia, nay nghvic v ra mcng ty ring. Trong chng mc no , hc c nhng knng ca mtngi lm qung co chuyn nghip. Tuy nhin, h khng thb p c vo l hng lnm cc cng ty qung co ca Vit Nam lun thiu: Mt H thng Qun l chun mc vicc qui trnh lm qung co chuyn nghip.

Li thot hp cho ngnh qung co Vit Nam hin nay chnh l s lin kt v hp tc vi cctp on qung co nc ngoi, thu mn nhng nhn vin qung co gii ngi ncngoi vo lm trong cng ty, tm cch xy dng h thng qun l v p dng cc phng

php qun l, cc qui trnh lm qung co chuyn nghip.Theo xu hng hi nhp v pht trin nhanh chng ca nn kinh t Vit Nam, bt c mt aic tm huyt vi ngnh qung co v mong mun vt ln pha trc u c c hi rt ln.

Tt c nhng thng tin, nhng kin thc cn thit to nn, pht trin v iu hnh mtcng ty qung co chuyn nghip u sn c trong sch v. Bn c th tm thy rt nhiusch c gi tr v ngnh qung co tip th ti ca hng sch Mbooka ch 490/11 Nguynnh Chiu, gc ng Vn Chui (Website www.mbookvn.com), bn cng c tht mua

bng credit card quawww.amazon.comhaywww.b&n.com, hoc tm trn internet - knhthng tin chung ca th gii.

iu cn trln nht cho cc doanh nghip Qung Co Vit Nam chnh l tm nhn hn hp,khng dm ngh, khng dm lm v khng c mt kht vng ln.

2- NH NGHA LI QUNG CO

Vo thi k qung co bt u nr vo gia th k XIX, qung co c thc hin ch yu

qua nhng bng hiu ngoi tri, trn nhng phng tin giao thng, qua cc tin v qua cctp ch v bo.

Do to c hiu qu bn hng mc cao v rng khp, cc dng qung co qua bo vtp ch trnn pht trin nhanh chng, mang li li nhun rt ln cho cc ch bo. Slngv lai hnh bo ch tng ln nhanh nh nm mc sau cn ma.Cc cng ty qung co vo thi k ny hot ng vt cch l cc i l bn ch trng trntrang bo cho nhng ai cn ng qung co. Do vy cc cng ty ny c gi l AdvertisingAgencytc i l Qung col t ng m cho ti nay vn c dng trong ngnh qungco.

Cng ty qung co to thu nhp t s tin hu hng do cc bo trch li. Do p lc cnh tranh,cc cng ty qung co phi n lc to mi iu kin h trNh qung co - tc ngi b tin
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email 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protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.amazon.com/http://www.amazon.com/http://www.amazon.com/http://www.b%26n.com/http://www.b%26n.com/http://www.b%26n.com/http://www.b%26n.com/http://www.amazon.com/


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ra mua ch qung co. Cc cng ty qung co cnh tranh bng cch gip Nh qung co thchin cc mu qung co sao cho tht n tng v mang li hiu qu bn hng t cc muqung co.

Theo thi gian, cc nh qung co nhn ra rng vn khng ch nm vic qung co trn

bo no, m li ph thuc rt nhiu vo ni dung v k thut qung co, tc l cc hnh nhv thng ip c th hin trong mu qung co. Do vy, nhng i l qung co no ckhnng lm c cc mu qung co tht c o, to c n tng, gip bn c nhiuhng ho th sc c nhiu khch hng.

Cng vo thi ku ny, thu nhp ca cc i l qung co sc tnh bng phn trmtrn tng chi ph mua ch qung co. trnh xy ra tnh trng gim gi, cnh tranh khnglnh mnh, Hip Hi Qung Co ca M thng nht a ra mc hu hng dnh cho cccng ty qung co l 17,65% (thng gi l commission fee) trn ngn sch qung co bov khong 20% (c gi l mark-up) trn cc chi ph sn xut ra mu qung co.

Theo thi gian, do s pht trin a dng ca cc knh truyn thng cng vi mc chuynmn ho trnn rt cao, khng th gi gn cc hot ng qung co trong th loi in n (tc

bo v tp ch). Cc loi hnh qung co ngy nay tri rng t qung co in n (print ads)sang qung co ngoi tri (outdoor ads), t qung co truyn hnh (TVCstivi commercials)ti qung co trc tuyn trn internet (web-banners), ti cc dng qung co ti im bn(POSM- point of sales materials hay cn gi l POP- point of purchases) hoc thng quadng ti trcho nhng chng trnh gii tr hoc nhiu dng qung co khc.

Qung co (Advertising) ngy nay phi c hiu l Truyn Thng (Communication). Ni lqung co nhng chng ta cn phi hiu mt tm rng hn, khng ch gii hn cc loihnh qung co bo, i hay tivi. Mt chng trnh qung co ngy nay chnh l c mtchng trnh truyn thng tip th tch hp (IMCIntegrated Marketing Communication).Chng ta s cng xem xt khn v IMC nhng phn sau ca tp sch.

3- CC LOI CNG TY THC HIN QUNG CO

Trn thc t, hin nay c th phn cc cng ty thc hin cng vic qung co ti Vit Nam rathnh 3 nhm, theo cc c tnh v chc nng ring:

Nhm 1: Nh Qung CoNhm 2: Cc cng ty cung ng Dch V Qung Co

Nhm 3: Cc cng ty T Vn Qung Co

3.1- NH QUNG CO - AdvertiserNh qung co chnh l ngi c nhu cu v b tin ra thc hin vic qung co cho lich ca chnh h. Nh qung co c th l:+ Cc cng ty Sn xut v Kinh doanh+ Cc i l Phn phi sn phm+ Cc T chc cung cp dch v Y t, Gio dc, Lut,...+ Cc T chc x hi, cc on th, ng phi, tn gio+ Cc c quan chnh quyn, on th, cc a phng+ Cc nhn vt ni ting

3.2- CC CNG TY CUNG NG DCH V QUNG CO


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(Advertising Service Supplier)y l nhm cng ty cung cp cc dch v rt c th trong nhng mng cng vic qung cov tip th. c im ca loi hnh dch v ny l Nh Qung Co ddng xem xt v nhgi cht lng dch v ngay sau khi dch vc thc hin (cht lng mt mu thit k,mt poster, mt mu phim qung co,). Do vy rt thun tin cho Nh Qung Co trong

vic chn Nh cung ng dch vcng nh ra quyt nh chp nhn thanh ton.Cc cng ty dng ny bao gm:

a/ Cng ty Thit k To mu v In nL cc cng ty ng dng m thut vo qung co tip th. Do nhu cu rt ln ca thtrngnn loi hnh cng ty ny chim a s trong cc cng ty cung cp dch v QCCc dch v c th ca cng ty Thit k To mu v In n:- Thit k bao b, nhn hiu, Logo,- Thc hin cc n phm QC- Thc hin mt s QC bo- Cung cp dch v in n

- Thit k, thc hin cc vt dng h trbn hng (POSMPoint of Sales Material)

b/ Cng ty cung cp dch v qung co ngoi triL cc cng ty chuyn cung cp dch v QC qua cc Pa-n QC, bng hiu, hp n, QC trnxe bus, ti trm xe bus, bng-rn, banner, Loi hnh QC ny xut hin ti VN rt sm, mang li siu li nhun vo thi ku. Hinnay do s can thip ca nh nc v quy hoch v cnh quan th nn c rt t cc bngqung co mi ra i.

c/ Cng ty lm phim QC v cc dch v hu kK tkhi Tivi ra i, phim qung co trthnh mt b phn khng th thiu c trongcc chng trnh truyn hnh.Vi pht trin ca k thut v chi ph rt ln ca nh qung co, ngnh lm phim qungco ngy nay trthnh mt ngnh mang li li nhun cao. Nhiu cng ty sn sng u thng triu USD vo cc dn my lm phim chuyn dng ginh ly cc hp ng lmnhng b phim QC tr gi ctrm ngn, hay hng triu USDCht lng ca phim QC ph thuc nhiu vo cc thit b v ctrnh chuyn mn cangi lm phim (Tc nh sn xut, o din, ngi quay film, dng phim, din vin, chtlng hnh nhBetacam, HD hay film nha 35mm,)

d/ Cc Phng chp nh chuyn nghip

Nhng studio chp nh chuyn nghip c trang b cc my mc chuyn dng, do cc nhipnh gia c tay nghcao m nhim.Ngoi vic chp nh cht lng cao (gi chp mt bc nh cht lng cao c thln n cngn la M), nhiu studio nh cn thc hin cc dch v chnh sa mu sc, to k xohnh nh hay thc hin ghp nh bng cc h thng my tnh chuyn dng.Vi s pht trin vt bc ca cng ngh my tnh, ngy nay ngnh nhip nh thay i tngc v to ra c nhng bc nh ngoi sc tng tng ca ngi bnh thng.

e/ Cng ty sn xut cc vt phm qung coDo tnh trng qung co qu ti trn cc knh thng tin truyn thng nn vic dng vt phm qung co ang l mt xu hng ln ca thtrng

Vt phm qung co l sn phm khng th thiu c trong cc hot ng qung co tipth. T ci xu cha kha, ci nn, cp da, o ma,.. v v vn cc vt dng khc c gn


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logo hay thng ip ca nh qung co to nn nhng knh truyn thng mi c hiu qucao.

f/ Cng ty Tip Th Trc TipCc cng ty cung cp dch v Direct Marketing tip cn trc tip vi ngi tiu dng gi

ti hcc thng ip tip th cn thit nh:- Direct mail- Telemarketing- E-Marketing- Door-to-door marketing

g/ Cng ty cung cp cc dch v nghin cu thtrngCc s liu v thtrng l c schnh phn tch v t a ra cc quyt nh kinhdoanh cng nh qung co tip th.Ti VN hin nay c rt t cc cng ty Nghin cu Thtrng chuyn nghip. Phn ln cccng ty NCTT ch thc hin c mt s dch vn gin v din hp. Ging nh ngnh

QC, y cng l mt ngnh rt mi. Cc dch v chnh ca NCTT bao gm: Nghin cu tml mua hng, thi quen mua hng - Tm hiu nhng mong mun tim n ca ngi tiu dngv mt loi sn phm - Thu thp v cung cp cc s liu v thtrng, th phn, mc nhn

bit, i th cnh tranh,...

h/ Ch ca cc Phng tin truyn thngCc chbo i l nhng i tc ht sc quan trng ca Nh Qung Co. Khng ch l cc

phng tin cung cp tin tc mi, cc knh truyn thng ny gip gii thiu sn phm haydch vn vi ngi tiu dng mt cc nhanh nht v hiu qu nht.Ti Vit Nam, tt ccc phng tin truyn thng ny u nm di s qun l ca nh ncnn nh hng ca bo, i, Tivi i vi nh qung co l rt ln .

i/ Cc loi cng ty khcTt c cc cng ty khc nhng cng ty ktrn nhng khng thng xuyn tham gia thc hincc dch v qung co nh: Cty xy dng (thit k cc loi quy k, gian hng hi ch), CtyT chc cc dch v hu mi, Cty Cng ty vn ti, . . . .

3.3 - CC CNG TY T VN QUNG CO(Advertising Services Agency)

im khc bit ca dch vt vn qung co so vi cc dch v qung co c th khc nm

ch: thng khng th thy ngay cht lng ca cc dch vt vn, m ch thy c sau khi b tin ra thc hin chng trnh qung co tip th.

nh gi c hiu qu ca mt dch vt vn, Nh qung co phi c kin thc v kinhnghim cn thit. pha ngc li, cc cng ty t vn qung co cng phi c knng vl l thuyt phc Nh qung co.

Thng thng, vic t vn s gip Nh qung co c c tm nhn rng v r rng v thtrng, vngnh hng v ngi tiu dng. Qua , Nh qung co c tha ra c nhngchin lc hoc cc k hoch nhm to ra nhng th mnh trong kinh doanh, mrng th

phn, mrng nhm khch hng mc tiu hoc n u nhng xu hng tiu dng ca th

trng.


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Cc cng ty cung ng dch v qung co s thc hin cc dch v c th theo yu cu caNh qung coni g lm ny, chu nh . Cn cc cng ty t vn qung co s phil ngi vch ra cc nh hng ng thi ch cho nh qung co thy phi lm g v lmnh th no vo tng thi im.

Dch vt vn qung co tip th l cng vic sng to ra, ri bn cc tng v cc giiphp truyn thng tip th. y chnh l loi cng vic i hi phi c kin thc thc t, vnhiu knng chuyn mn, nhng cng thc s mang li li nhun mc cao nht.

C 4 loi cng ty khc nhau trong nhm cng ty cung cp cc dch v vt vn:

a/ Cng ty qung co trn gi (Full Service Advertising Agency)y l dng cng ty t vn thc hin y tt c cc dch v qung co.im khc bit i vi cc nh cung ng dch v qung co ch: cc cng ty qung cotrn gi c tht vn cho nh qung co cch x dng ngn sch truyn thng hiu qu nht.Bt u t vic t vn v chin lc pht trin thng hiu, chin lc sng to v chin lc

truyn thng, cng ty qung co trn gi si din cho nh qung co thc hin v gim sttrn vn tt c cc khu ca hot ng qung co tip thsao cho t hiu qu cao nht.

b/ Cng ty dch v truyn thng (Media Agency)y l cc cng ty chuyn cung cp dch v qung co trn cc phng tin truyn thng ichng nh Tivi, bo, tp ch, Radio, v cc loi hnh qung co ngoi tri khc.i l Truyn thng s cung cp cho Nh qung co cc dch vnh: Lp chin lc v khoch truyn thng, i din cho nh qung co thng lng mua chtrn bo, itruyn thanh, truyn hnh, theo di qu trnh qung co v phn tch, nh gi cc thng tin,d liu thu c sau mi t qung co. Ngoi ra, i l truyn thng cn phi t vn chonh qung co trin khai, s dng cc knh truyn thng mi.

c/ Cng ty dch v Quan H Cng ng (Public Relation Agency)Quan h cng ng l dng hot ng ngy cng quan trng trong qu trnh qung co tipth. Cc chng trnh P.R, cc s kin tip th sng to mang li hiu qu v cng ln, nhiukhi c ththay i hon ton cc din cnh tranh gia cc nhn hiu.P.R cn c xem l dng hot ng tip th hiu qu v t tn km nht hin nay.Ti Vit Nam hin nay cn t cc cng ty thc s c khnng v hiu bit thc hin ccchng trnh P.R. hiu qu.

d/ Cng ty dch vT Vn Tip Th (Marketing Consultant Services)

y l loi hnh dch v rt mi ti VN. Cc cng ty loi ny chuyn t vn cho khch hnghng chin lc trong cc hot ng kinh doanh tip th, t vn cc chiu thc bn hng,khuyn mi, o to nhn s, c cu t chc cc b phn tip th, qung co, bn hng,Cc cng ty T vn Tip ththng rt nh gn, ch c mt vi chuyn vin cho tng loihnh hot ng QC tip th.

Hin nay cc cng ty qung co Vit Nam thng nhn lm tt tt mi th, p ng cho miloi nhu cu ca khch hng, phn no lm c th lm, nu khng lm c th chy i tmngi lm gip. Do vy, hu ht cc dch v qung co ti Vit Nam hin nay u khngmang tnh chuyn nghip, khng t c mc hiu qu cn thit v ch c khnng hotng mc cng ty cung ng dch v QC, kh pht trin ln trthnh cc cng ty t vn

qung co.


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4- LCH SPHT TRIN CA NGNH QUNG CO TH GII

T cngn nm trc, con ngi bit cch lm qung co. Mc ch qung co l bnhng, hoc tc ng vo m ng, to ra cc li th v uy tn c nhn, cc mc ch chnh

tr hoc qun s. Knh truyn thng ch yu da vo c chpht tn tin n truyn ming.

Ngnh qung co ch thc s pht trin khi cuc cch mng cng nghip bng n vo th k19. My mc c ch to ra gip sn xut hng ho nhanh v rhn, ddng hn. Scnh tranh xut hin khi c nhiu nh sn xut lm ra cng mt loi hng ho khin cungvt cu. Munbn c hng th phi qung co l iu tt yu.

Ngnh qung co bt u pht trin mnh vo gia on cui ca th k 19.Cho ti nay ngnh qung co i c mt chng ng di cng vi s xut hin canhiu knh thng tin mi v cc phng php qung co mi.

Lch s pht trin ca qung co t cui th k 19 ti nay c thchia ra thnh 5 giai on,gn lin vi sra i ca cc Chin Lc Qung Co nh sau:

1/ Qung co Chn ThtStory-telling advertisingGiai on t th k19 n gia th k XX.2/ Qung co im Mnh ca Sn Phm - USP advertisingT thp nn 40 th k XX3/ Qung co Xy Dng Hnh nh - Image AdvertisingT thp nin 60 ca th k XX4/ Qung co nh VThng Hiu - Positioning advertising

T thp nin 80 ca th k XX.5/ Chng trnh truyn thng tip th tch hp IMCT thp nin 90 ca th k XX.

4.1/ Qung co CHN THT

y l cch qung co vo thi ku tin, ni v sn phm mt cch hay ho, hp dn vchn tht, gip ginh c s ch v cm tnh ca mi ngi i vi sn phm v thnghiu.Qung co Chn tht gip m t, nh ngha v mt sn phm hay mt nhn hiu v nu ccch li ca sn phm i vi ngi tiu dng. K thut th hin thng dng l k mt cu

chuyn, hay mt tnh hung rt c o, rt thu ht v kho lo lng ghp ch li ca snphm (hay dch v) vo trong ct truyn.im quan trng ca chin lc ny l lm sao th hin c khnng p ng mt nhu cuc thno ca khch hng mc cao nht v c o nht theo tiu ch: Hy ni chokhch hng bit hc ci g, thay v ch gii thiu l mnh c ci g.

4.2/ Qung co im mnh ca sn phm (USP)

to ra svt tri hay im khc bit so vi i th cnh tranh, thng hiu phi c mtim mnh khc bit. Qang co im mnh ca sn phm gip thuyt phc ngi tiu dngnhanh hn.

Vo nhng nm 40 th k XX, Rosser Reevesngi ng sng lp ra cng ty qung coTed Bates & Company (Tin thn ca Bates Worldwide Advertising) a ra khi nim v


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USP (Unique Selling Proposition) v chin lc ny trthnh tiu ch cho cho tt ccc qung co ca cng ty Bates

im ct li trong chin lc qung co USP l: Nu mun bn c hng, mu qung cophi ch ra, phi nu ln c mt im mnh vt tri (hay c o) ca sn phm.

Nu sn phm khng c g c sc th chng ta cn phi tm v to ra cho n mt gi trco no ph hp c thp ng c nhng nhu cu mi ca ngi tiu dng v cho h mt l do mua hng.V d:Du gi Dove - C 1/4 hm lng kem dng daSa bt AnleneLoi sa giu can-xi tt cho xng

4.3/ Qung co xy dng hnh nh thng hiu

Mt thng hiu mnh lun gn lin vi nhng hnh nh, nhng biu tng c trng - tonn s khc bit v to n tng mnh vthng hiu. Vic dng qung co to ra mt

nhn vt, hoc mt biu tng i in cho thng hiu gip to nn nhiu thng hiungy nay nh: Chng Cow Boy ca Marlboro, Ch s t ca Kem Wall, Chng h Ronan caMcDonalds, Chut Mickey ca WalDisney.Ti thtrng Vit Nam, cng ty qung co Stormeye p dng chin lc ny to dngthnh cng mt sthng hiu nh B Bino cho t giy BINO, gia nh u nnh cho sau nnh SOMILK, ng u bp cho nc tng CHINSU,

David Ogilvy cng vi Leo Burnett c coi l nhng ngi u tin xc lp nn cch qungco ny.Di y l cc mu qung co cho o s mi Hathaway do David Ogilvy thc hin v c ghi vo lch s ngnh qung co. Hnh nh ngi n ng vi ming che mt trthnh biu tng cho phng php qung co to dng hnh nh thng hiu (ImageAdvertising).. . .

Bn cht ca chin lc qung co ny l xy dng nn mt nhn vt, mt biu tng idin cho thng hiu v to c cc n tng cn thit cho ngi tiu dng.

Bn di y l mt v d khc v chin lc qung co to dng hnh nh thng hiu:

. . .

Chin dch qung co cho Marlboro ni ting do nh qung co huyn thoi Leo Burnett thchin, gip to dng nn thng hiu thuc l ln nht th gii Marlboro.Trong lch sban u ca mnh, Marlboro c qung co nh l mt loi thuc l dnh cho

ph n v khng my thnh cng.. . .

Khi nhn li lm qung co cho thng hiu ny, Leo Burnett nghthay i cch thcqung co v i tng khch hng. ng s dng mt anh chng Cowboy lm nhn vt idin cho thng hiu, to nn mt thng hiu c nhng tnh cch rt nam tnh, rt phongtrn v mnh m.

Chin dch qung co ny mang li nhng thnh cng ln v c p dng lin tc tronghn 50 nm tri. Cc qung co ca Marlboro khng ch to nn mt thng hiu trgi hn


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20 t-la M m cn to ra c mt hnh nh nc M tuyt vi, mt nc Mtrong m(American-Dream Country) vi cc chng cao bi phong trn, ho hng v rt lch lm.

4.4/ QC nh vthng hiu

Sau mt thi gian di tng trng, tc pht trin ca ngnh qung co b chng li vonhng nm 70 ca th k XX. Khi tt c cc cng ty ln u lin tc tng ngn sch choqung co tip thv bnh trng ra thtrng quc t. Ngi tiu dng bt u b di bomqung co v phn ng li bng mt c ch sng lc thng tin, bqua cc thng ipqung co tng t nhau. Hiu qu ca qung co gim st mnh trong khi chi ph li tngkhng ngng. Qung co da trn chin lc nh vthng hiu chnh l gii php, l lithot duy nht cho ngnh qung co trong tnh th ny.

Khi mt thng hiu mnh thc sth tn thng hiu sl nh ngha tha mn cho mtnhu cu c th ca ngi tiu dng. Ti n , ngi ta dng chColgate thay cho chkem nh rng, Vit Nam, trong mt thi gian di, ngi dn Min Nam dng ch

Honda ch bt k loi xe my noHon da c ngha l xe gn my.

Chin lc nh vthng hiu thc cht l mt mc pht trin cao hn ca chin lc qungco USP. Hai tc giAl Ries v Jack Trout trnh by cc khi nim v k thut ny rt thv trong cun sch ca h vit vo u thp k 80 th kXX Positioning: The battle for yourmind (bn c thc bn dch ting Vit ti nh sch Mbook -490/11 Nguyn nh Chiu,Q.3).

nh vthng hiu chnh l xy dng cho thng hiu 1 v tr ring bit trong u ngitiu dng, tng trng cho mt nhu cu c thm thng hiu sp ng c mt cchhon ho nht.

V d:+ Double Mint l loi ko cao su lm hi ththm tho (ch khng phi l ngon, hay nhai chovui ming)+ Close Up l loi kem nh rng lm trng rng thm ming.+ Colgate l loi kem nh rng gip rng chcbo vrng.

4.5/ Chng trnh truyn thng tip th tch hp- IMC (Integrated marketing communication)

Trong tnh hnh hin nay, vic xy dng thng hiu bng qung co l cha . Do lngthng tin ngi tiu dng phi ghi nhn mi ngy qu ti, c hi mt qung co trnbo hay Tivi c n tng nhm tc ng v thuyt phc ngi tiu dng trnn rt thp.Theo nhng nghin cu ca Vin Gallup (Hng nghin cu thtrng ln nht ca M): vonm 1965, ch cn chy mt qung co tivi 3 ln trong 3 ngy lin tc vo gicao im trnmt knh truyn hnh quc gia, th c tht c mc nhn bit thng hiu ca nhmcc b ni trl 90%. Vo nm 2002, s ln chy qung co cn thit t c mc nhn

bit 90% l 137 ln vo gicao im. Hiu qu ca cc knh truyn thng gim st mtcch t hi, trong khi ch ph ng qung co li tng cao n mc kh c th chpnhn c. Do vy, nu ch chy n thun qung co l cha , v cng kh c th mangli hiu qu cn thit.

Gii php tt nht cho tnh trng khng hang ny l g? Cu tr li chnh l IMC


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IMC - Integrated Marketing Communication - Chng trnh Truyn Thng Tip ThTchHp l vic tp trung rt nhiu dng hot ng tip thvo cng mt thi im v a racng mt thng ip, hnh nh ging nhau c tnh ton trc to nn mt tp hpn tng rt mnh nhm thuyt phc khch hng.

Hin nay cc thng hiu phi c xy dng bng cc chng trnh IMC c thit k theotnh hnh kinh doanh.

Cc Thnh phn ca IMC:

Nhng ngi lm Marketing thng chia cc hot ng qung co tip th ra thnh 2 nhmln:1/ Cc hot ng ATL (Above The Line activities) v2/ Cc hot ng BTL (Below The Line activities).

ATL c hiu l cc qung co thng qua nhng phng tin thng tin i chng, tip cnvi sng (Nh QC Tivi, QC Bo & To ch, QC ngoi tri).

BTL l cc hot ng tip th khuyn mi ti cc im bn hoc tip th trc tip n ngitiu dng, tc ng vo mt nhm nh khch hng.

Ngy nay, cc dng hot ng tip th mi lin tc xut hin v pht trin mnh m. Chng tac th kn nhng dng khc nh cc hot ng Quan HCng Chng tc P.R. (PublicRelation), cc chng trnh khuyn mi (Promotion campaign), tham gia ti trcho nhng skin ththao, vn ho, gii tr, nhng tr chi truyn hnh (Game Show), cc chng trnh

pht hng mu, cho dng th sn phm hay dch v, cc chng trnh tip th online,telemarketing hay direct marketing,

Ty theo cch chia nhm ca nh tip th m chng ta s c 3,4,5 hay 6 nhm cc dng hotng tip thl nhng thnh phn ca mt chng trnh IMC. Sau y l mt cch phnnhm cc hot ng ca IMC:

1+ ATL (Mass AdvertisingTV, Radio, Print & Outdoor Ads)2+ BTL (Trade Marketing - POP-Point Of Purchasing, dng cc vt phm & n phm qungco ti im bn nh poster, banner, standee, dy c, ktrng by,)3+ Promotion Campaign & Sampling (Cc loi chng trnh khuyn mi v cho dng th sn

phm)4+ Direct marketing & Activations (Cc hot ng tip th trc tip, tc ng thng nngi tiu dng ti gia nh, ti im bn hoc nhng ni cng cng)5+ Public Relation & Event (Cc hot ng to tin mi v a tin qua bo i v cc dng titrto s kin cng chng)6+ Brand Inovation Activities- Cc hot ng i mi thng hiu (a ra sn phm ci tin,i mi bao b, i mi hnh nh, i mi thng ip,)

Trong mt chng trnh qung co (m chng ta phi hiu l chng trnh truyn thng) hinnay, ta cn phi xem xt v c th p dng mt vi hoc c 5 chin lc qung co nu trn.

Mt chng trnh qung co hiu qu phi ni ln c stht v ch li ca sn phm,phi nu c im mnh ca thng hiu, phi ng nht trong thng ip qung co


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v phi tc ng ti ngi khch hng mc tiu nhng knh truyn thng ph hpnhm to nn hiu qu tng lc.

5- CC K THUT QUNG CO THNG DNG

Song song vi cc chin lc qung co nu trn cn tn ti song hng hng lot cch thcth hin khc nhau gi thng ip qung co ti ngi tiu dng.Cn lu : trnh s ln ln gia chin lc qung co v k thut qung co.Chin lc qung co chnh l nh hng cho cc hot ng qung co. N ch ra cho ta bit

phi i theo hng no n c ch.K thut qung co l vic lm c thhn nhiu l cc cch th hin, cch thu ht itng mc tiu gi thng ip qung co cho h. Ni mt cch nm na, chnh l phidng loi xe no lm phng tin tt nht, gip a ta ti ch nhanh v hiu qu nht.

Qung co Sng To l mt k thut qung co. y l dng qung co to hiu qu rt caobng cch kho lo ngi xem qung co phi t hc ci m ta mun h phi nhv snphm v thng hiu.

Bt u t thp nin 50, Bill Bernbach cng vi cng ty qung co huyn thoi Doyle DaneBernbach (DDB) trin khai p dng k thut Qung Co Sng To v to ra hng lotcc qung co ni ting th gii nh : Avis - we are number 2, we try harder, Ohrbachs,Volkswagen lemon,

Chng ta s cng m x klng phng php qung co sng to cc phn sau.

Nh qung co huyn thoi David Ogilvy lit k ra 14 k thut th hin qung co khcnhau trong cun sch Ogilvy on Advertising nh sau:

1- HumorQung co tiu lm gy ci th hin c tnh hay li ch ca sn phm.2- Slice of lifec t mt hon cnh, mt tnh hung trong cuc sng thng ngy khingi tiu dng s dng sn phm nh mt gii php cho nhu cu ca khch hng.3- TestimonialNgi tiu dng pht biu & cm nhn tt v sn phm4- DemontrationTrnh din cc im mnh vt tri hoc im khc bit ca sn phm5- Problem & solutionNu vn v a ra gii php6- Talking headDng mt nhn vt nh ngi cho hng - i din cho cng ty, gii thiutrc din vi ngi tiu dng vcc c im vt tri ca sn phm

7- CharactersTo ra cc nhn vt i din cho thng hiu8- Reason whyCh ra l do ti sao bn nn mua sn phm9- NewsTin mi v sc o mi m ca sn phm10- EmotionTc ng to cm xc bng cc tnh hung, cu chuyn t gi.11- EndorsementChng nhn bi chuyn gia12- CelebritiesSn phm ca ngi ni ting13- CartoonsDng phim hot hnh vi mt nhn vt k cu chuyn v sn phm vthng hiu c qung co.14- Musical VignettsQung co bng on phim ca nhc

Mt cy i th khc ca ngnh qung co th gii - John Caples - tc gi cun Tested

Advertising Methods - li a ra mt snh hng khc th hin qung co nh sau:


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1/ Sex / sex appealTh hin v syu ng, tnh bn, cc mi quan h, s quyn r,2/ GreedTt c mi thdnh n tin bc vt cht tc ng vo lng tham ca conngi3/ FearTc ng to ra ni lo s tm ti sn phm c qung co nh mt gii phpmang li s an ton.

4/ Duty/Honor/ProfessionalismTh hin cc gi tr tinh thn c c thng qua s cnghin, qua vic thc hin ngha v v trch nhim.

Ngoi ra cn mt k thut qung co mang li hiu qu cao l dng qung co tng tc(Interactive advertising), do nh qung co huyn thoi Howard Gossage khi xng. Loiqung co ny vi nhng thng tin tc ng trc tip ti ngi xem, mi gi hay kch thch h c nhng phn ng, hnh ng phn hi li cc thng tin m mu qung co a ra.

Trong mt mu qung co, ngi lm qung co c th dng mt hoc nhiu k thut cnglc th hin thng ip qung co. Tuy nhin, tt c cc mu qung co thnh cng uc p dng k thut qung co sng to. (Tc c th hin yu tc o, n tng khc

bit).

Cc cuc thi v qung co sng to trn th gii ch tp trung la chn cc mu qung coc p dng theo k thut Qung Co SngTo. Cng ging nh mt cuc thi m nhcchuyn v th loi Piano, ch ch trng vso snh ti nng s dng mt loi nhc c (lPiano) m hoc ngi nghe. Nu bn gi mt qung co theo kiu Testimonial hocTalking head, m khng phi l Qung co Sng To, th cm chc l bn ang lm trci cho thin h.


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PHN B

QUNG CO SNG TO

6 - BN CHT & C CHTC NG CA QUNG CO

6.I/ STC NG CA THNG TIN TI BNO CON NGI

a- C ch to nn sch :

S ch ca con ngi ti s vt bn ngoi c bt u ngun t bn nng sng cn.

Ging nh nhng cc ng vt khc, con ngi lun quan tm ch ti nhng s vic btthng v b qua nhng g m chng ta bit r. Khi c mt s vic xy ra, ngay lp tc stc ng vo cc gic quan s cho chng ta nhng thng tin c th. B no s phn tch xems vic y c nguy c g cho bn thn hay khng. B no lun phn tch da theo nhng kinhnghim v sa ra cc hnh ng phn ng thch hp nhm bo m cho s an ton ca cth.

Tt c mi ngi s ch tp trung ch vo nhng iu mi lm ta cha thy trc , chabit trc . B no ca chng ta c kch hot phn tch, tm hiu xem s vic, hocthng tin mi c li hay c hi g cho s tn ti ca bn thn hay khng.

V dtrong trng hp trn ng i lm mi ngy, bn thng khng ch ti cnh quanquen thuc hai bn ng. Bn s ch ti nhng sthay i bt thng: mt bng qungco mi c dng ln, mt ca hng mi khai trng, mt on ng b chn li sacha. V ch nhng s kin, nhng ci ln u c bn ch mi c khnng i vo vc ghi nhli trong tm tr ca bn.T cc hiu bit ny, thu ht c s ch ca mi ngi th cn phi to ra cc thngtin, cc s kin c o mi mcha tng ccha tng thy trc .

b- Mc n tng ca thng tin ti c nhn

Tt c nhng thng tin tc ng vo chng ta sc phn loi theo nhng cp n tngkhc nhau da trn cc tiu ch ca c nhn v cc ch li, hay him ha m thng tin chra cho c nhn.

Mc n tng ca thng tin chnh l mc C O v KHC BIT m thng tin tora cho mi c nhn. iu ny li l thuc rt nhiu vo vn kin thc i ng ca c nhn(tc nhng g m c nhn bit). Nu bn thy mu qung co ri th mc ntng ca mu qung co s gim i rt nhiu.

V d thc t: Hng ngy mi ngi gp nhau thng hay bt tay hoc vy tay cho. Nu mi

ngi thy bn gi tay vy cho ai th hcng chng cn phi hay nhti s kinny lm g bi l chuyn qu bnh thng hng ngy. Nhng nu bn cho ai bng


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cch a hai tay ln gi lm sng v la ln ln "chaaaaooooooo!!"chc chn ttc nhng ngi thy bn din tr s phi ch . H s nhrt lu ci cch cho khc thng, thm ch si k li chuyn ny cho nhiu ngi khc bit.

Cuc i thng bun tv n iu. Trong cuc sng ca chng ta, tt c mi ngi u

mong mun c cc cm xc ho hng, vui, th v, mi m. Thm ch nhiu ngi cn phngi cc s kin, ba thm cc tnh tit ly k rng rn cu chuyn thm n tng v hpdn.

c- C ch ghi nh, lu githng tin ca no b:

Mi ngy bn thy bao nhiu thng ip qung co quanh mnh?Bn thy rt nhiu, d ti con shng trm loi qung co khc nhau, t nhn hiu ci o, ciqun bn mc, t ci bt vit, loi n, xe bn i, gh bn ngi, cc loi bng hiu qungco trn ng i, sch bo bn c. Hng trm nhng ci tn thng hiu, nhng thng tinqung co v mi thhng ha khc nhau tc ng vo bn hng ngy.

c chng mi ngy mt ngi dn ti thnh ph s nhn thy khong 500 thng tin qungco cc loi. (Ti cc nc pht trin, con s ny c th ln ti 1.500 thng ip qung cohoc hn na).

Tuy nhin slng qung co m bn nhc li rt t. Hy th nhli xem bn cn luc nhng thng ip qung co no t hm qua ti nay? Chc hn s qung co m bnnhc chm trn u ngn tay. Nhiu lc bn khng nhc mt mu no c. Nhngthng ip qung co thong qua s b qun lng, nhng qung co lp i lp li s ngm dnvo tim thc ca bn.

Theo s pht trin ca x hi loi ngi, vn v s an ton v khnng sng cn ca cnhn ngy nay hu nh lun c bo m. Cc loi nhu cu ca con ngi nay pht trinmc rt cao v a dng. Ci m tt c chng ta n lc tm kim l nhng thp ng cnhng nhu cu v vt cht v tinh thn, nhm to ra cho bn thn cc cm xc tt.

Loi thng tin m chng ta cn l nhng thng tin gip chng ta loi trc cc cm xcxu, hoc c thm cc cm xc tt. Do vy s tp trung ch ca chng ta ngy nay lunhng vo cc s kin hay thng tin mi xy ra, xem chng c mang li ch li g cho bnthn chng ta hay khng.

thu ht c s ch ca mi ngi, thng tin phi c o v khc bit. Nhng lmcho mi ngi nhc th thng tin phi c ngha, phi to ra c cc cm xc choc nhn, bi c ch nhsc khi ng bng chnh cc cm xc m thng tin to ra.Mi cm xc tng ng vi mt th nhm no b s gn cho thng tin .

6.II/ MC CH CA QUNG CO:

Cc mc ch chnh m mt qung co hiu qu cn phi t c l:

+ To n tng v thu ht s ch ca ngi xem+ Thuyt phc ngi xem dng thv yu thch thng hiu

+ Lm cho ngi xem nhti thng hiu mi khi h c nhu cu


20/48


Qung co l qu trnh to n tng cho ngi xem nhn bit thng hiu, khc suthng hiu vo tm tr ngi tiu dng v lm cho h nhti thng hiu mi khi hc nhu cu.

Theo c ch ca b no v "nh", mi khi c mt nhu cu no . B no ca chng ta s

nhli cc kinh nghim c gip ta tm gii php nhm p ng c nhu cu.

Khi chng ta cm thy kht trong khung cnh bui tra rt nng, m hi nh nhi, nhu cu skch hot bno chng ta tng tng li nhng kinh nghim c, v d: Ung mt lync mt lnh. Tuy nhin, khi c nhiu s la chn (tc nhiu kinh nghim), chng ta s phisuy ngh v la chn mt loi nc no , mi ngi s t chn cho mnh mt loi m hngh l s cho h cm gic kht nht, ph hp nht: Nc b ao? Nc ma? Cca?Twister? Nc yn? NumberOne? La Vie? . . .

Nh vy thc cht ca s la chn chnh l chn mt th c th mang li cm xc d chunht, tt nht p ng cho nhu cu c nhn vo thi im .

C mt khi nim rt quan trng trong qung co tip th, th hin quyt nh la chn cachng ta l T.O.M (Top Of Mind) - tc V tr nhu tin.V tr nhu tin T.O.M c hiu l s la chn ca bn. N chnh l ci tn thng hiuxut hin u tin trong tr nhkhi bn c mt nhu cu.

C hai khnng m mt thng hiu c th chim c v tr nhu tin (T.O.M) ny:Khnng 1- N l loi bn ang s dngKhnng 2- N l loi m bn ang c ao c c

Mc tiu ca qung co v tip thl lm sao thng hiu ca bn chim c v tr nhu tin T.O.M trong tm tr ca ngi tiu dng.

6.III/ LM CCH NO CHIM V TR T.O.M:

a/ Khi nim v S.O.M (Share Of Mindtc Mc n Tng):

Mc n tng S.O.M chnh l du n ca thng hiu c khc vo trong tr no cabn. N c hiu l n tng tc ng v tn sut tc ng ca thng tin ln no b ca bn.Mc n tng ln nht (su sc nht) chnh l nguyn nhn gip cho mt thng hiuginh c v tr T.O.M.Trong khi nim v cnh tranh thng hiu (hay cnh tranh tip th), mc n tng S.O.M

l yu tu tin cn c tnh n. Khi chng ta qung co qu dn tri, hoc s ln qungco qu t => Qung co s l lng ph v khng to mc S.O.M ngi tiu dng =>khng khnng thuyt phc ngi tiu dng nhn thng hiu ca chng ta => Skhng thuyt phc c khch hng.

b/Chim lnh V tr nhu tin T.O.M bng QC vi Mc n tng S.O.M mccao:

Bn cht ca vic xy dng thng hiu chnh l lm mi cch t thng hiu vo v trnhu tin T.O.M trong tm tr ca ngi tiu dng. lm c vic ny, chng ta phito cho thng hiu mt mc n tng S.O.M ca ngi tiu dng vthng hiu mc

cao nht, hay ch t l phi cao hn S.O.M ca cc thng hiu i th ca chng ta.


21/48


Mc n tng S.O.M = [n tng tc ng] + [Tn sut tc ng]

[n tng tc ng](Impressiveness) chnh l mc c o, mc n tng m muqung co to ra cho ngi tiu dng

[Tn sut tc ng](Frequency) l s ln m ngi tiu dng thy c mu qung co(ng nhm ln vi s ln bn chy mu qung co, v c th bn ng qung co 10 lnnhng khch hng ca bn ch thy c 3 ln, bi khng phi lc no hcng rnh vic i tm xem hay chi xem qung co ca bn). [Tn sut tc ng] hin c cc cng tyqung co chuyn nghip xc nh da trn cc s liu o c mc ngi xem qung coqua cc knh truyn thng, qua bo, i, Tivi. gc thng hiu, tn xut tc ng cathng hiu cn phi k ti cc dng hot ng tip th tch hp khc.

Nh vy mc n tng sc to ra da trn mc c o - hay ni mt cch khc -chnh l mc sng to ca mu qung co, cng vi s ln xut hin qung co ckhch hng ghi nhn.

c [Tn sut tc ng] ln, chng ta s phi chi rt nhiu tin ra chy qung co. iu nythng chc cc cng ty a quc gia mi c tim lc vti chnh p ng c. Vy cng chnh l im yu ca cc doanh nghip Vit Nam.

Cc doanh nghip ln nh Unilever, P&G, Tiger Beer hay CocaCola mi nm b hng triu-la M qung b cho mt thng hiu. Trong nm 2005, tng chi ph ring cho qungco ca Unilever vt qua con s 40 triu USD. Cc doanh nghip ln thng chtrngdng cc k thut qung co truyn thng nh Testimonial ( ngi tiu dng ni tt v sn

phmkiu qung co ca Viso, Omo), Endorsement (Dng cc cc chuyn gia ni tt vsn phm - Kiu qung co ca Oral-B) hay Slice of Life (Tc m tngi tiu dng s dngsn phm trong cc tnh hung i thng cng vi trnh chiu m t cng thc tin tin,vt tri ca sn phm)Cc loi qung co ny thng khng to n tng mnh, nhngli chc chn hiu qu nu thc hin tn sut tc ng.

Nhn vo thc t, gii php duy

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