Trng i hc Kinh T Thnh Ph H Ch Minh

Khoa Thng Mi-Du Lch-Marketing

Lp Marketing k34

Gio vin hng dn: ON TH HNG VN

Nhm V I

2011

Danh sch nhm V i

H Tn Nguyn nh Ty Duyn Th Lm Vin Nguyn Th Thy H Nguyn Ngc Minh Hng Phm Trng Nhn V Phng Thanh Hunh Ngc Thin Nguyn Vn Trung Bi Th Minh Nguyn Nguyn Vy Nht Trm Lp Marketing 1 Marketing 1 Marketing 2 Marketing 2 Marketing 2 Marketing 2 Marketing 2 Marketing 2 Marketing 3 Marketing 3

Li m u
ngha ti
Cng vi s pht trin ca x hi ngy nay, Qung co l mt trong nhng nhu cu v phng tin ht sc cn thit trong qu trnh hnh thnh, pht trin v tn ti ca mt sn phm ni ring v ca mt doanh nghip ni chung. Nh vo Qung co m c th gip cho nh sn xut to ra nhu cu ca khch hng i vi sn phm, tng sc mua, nng cao th phn trn th trng. Qung co khng ch tm thi h tr cho sn phm hoc dch v. y cn l cng c xy dng mt thng hiu mnh. Cc hnh thc qung co hin nay th mun hnh vn trng, cc nh sng to lun tm ra nhiu hng mi v c sc hn cho qung co ca mnh gy s ch cho khch hng mc tiu. Vic ng dng yu t gii tnh vo trong qung co cng nm trong s , hnh thc ny khng phi l mi nhng li l mt trong nhng hnh thc c kh nng gy ch rt cao i vi ngi xem, tuy nhin y cng l mt vn cn kh nhy cm vi vn ha ca mt s nc trn th gii cho nn khng t ri ro u pht sinh t hnh thc ny. Mi cch p dng yu t gii tnh s c nhng ri ro ring bit m doanh nghip nu khng bit cch ng ph v ra phng hng hn ch s c th li nhng tht bi v thit hi rt nghim trng. Vi tnh cht ri ro nh vy, vic nghin cu qun tr ri ro trong vic ng dng yu t gii tnh vo qung co l iu cn thit v khng th thiu i vi cc nh qung co, marketing ni ring v cc doanh nghip ni chung.

Mc ch nghin cu ti
ti c la chn i su vo nghin cu vi mc ch l tm hiu cn k nhng ri ro trong vic ng dng yu t gii tnh vo qung co trn c s nh gi v tm ra nhng phng php qun tr nhng ri ro ny mt cch nhanh chng v hn ch ti a nhng thit hi m n mang li mt cch hp l, hiu qu nht.

i tng v phm vi
Gii tnh l mt vn kh nhy cm, c bit l vi nn vn ha ng, mt nn vn ha c truy thng lu i v nhng chun mc o c kht khe. Vit Nam l mt trong nhng nc c nn vn ha ng cho nn vic ng dng yu t gii tnh vo qung co ti Vit Nam chc chn s gp khng t ri ro. Trn c s , ti i su vo nghin cu ti Vit Nam tm ra nhng ri ro v a ra phng php qun tr ri ro mt cch hiu qu nht. y cng s l bi hc kinh nghim trong tng lai p dng yu t ny vo trong cng vic marketing ca tng thnh vin trong nhm ngay ti mi trng ny.

Phng php nghin cu

ti c nghin cu bng phng php phn tch l thuyt v thc tin thng qua nhng trng hp c th m cc doanh nghip Vit Nam tng gp v i ph trong thc t, t a ra nhng bnh lun nh gi v ra phng php qun tr ri ro ph hp v hiu qu nht.

B cc
Bi nghin cu gm bn phn chnh, phn 1: Nhng vn c bn trong vic ng dng yu t gii tnh vo qung co, phn 2 : Nghin cu thc t qua cc case study ti Vit Nam, phn 3 : Gii php phng nga v hn ch thit hi trong vic ng dng yu t gii tnh vo qung co ti Vit Nam, phn 4 : Kt lun. Bn phn ny s c phn chia thnh nhng ni dung nh phn tch tng yu t quan trng trong ti, a ra nhng nh gi, nhn nh v nhng vn ct li m nhm rt ra c.

Tm tt ti nghin cu
Bi nghin cu xoay quanh vn qun tr ri ro trong vic ng dng yu t gii tnh vo qung co ti Vit Nam. Thng qua phn tch c th c s l thuyt v thc tin ti Vit Nam, bi nghin cu nh mt bc tranh khi qut khi nim yu t gii tnh trong qung co l g v nhng hnh thc ng dng ca n ng thi qua lm r vic ng dng yu t gii tnh vo qung co s mc phi nhng ri ro g ti Vit Nam, mc thit hi ca nhng ri ro , trn c s y ra nhng phng php qun tr c th hn ch v gim thiu ti a thit hi ca nhng ri ro m doanh nghip Vit Nam c th p dng. Mc d, nhm rt n lc v c gng nghin cu, tham kho t nhiu ngun ti liu, nhng do vn ny cn tng i kh mi v nhy cm vi nn vn ha Vit Nam, vi thi gian hn hp v kin thc cn gii hn nn kh m trnh khi nhiu thiu st v hn ch. Rt mong c xem xt v a ra nhng gp nhm rt thm kinh nghim v hon thin tt hn trong nhng bi nghin cu khc trong tng lai.

Mc lc
Li m u _____________________________________________________________________ 2
ngha ti _______________________________________________________________________ 2 Mc ch nghin cu ti ____________________________________________________________ 2 i tng v phm vi ________________________________________________________________ 2 Phng php nghin cu _____________________________________________________________ 2 B cc _____________________________________________________________________________ 3 Tm tt ti nghin cu _____________________________________________________________ 3

Mc lc ________________________________________________________________________ 4 Chng 1: Nhng vn c bn trong vic ng dng yu t gii tnh vo qung co ________ 6
Cc khi nim _______________________________________________________________________ 6
Gii tnh l g? ______________________________________________________________________________ 6 Gii tnh trong qung co l g? ________________________________________________________________ 6

Phn loi ___________________________________________________________________________ 7

Phn loi theo cc hnh thc gii tnh trong qung co______________________________________________ 7 Phn loi theo tui tc. _______________________________________________________________________ 8

Vai tr ca yu t gii tnh trong qung co _____________________________________________ 10 Quy trnh thc hin qung co v nhng ri ro trong qu trnh ng dng yu t gii tnh trong qung co ti Vit Nam____________________________________________________________________ 11
Quy trnh lm qung co chung: _______________________________________________________________ TVC: _____________________________________________________________________________________ Print art: __________________________________________________________________________________ Bill board: _________________________________________________________________________________ 11 14 17 19

Chng 2: Nghin cu thc t vic ng dng yu t gii tnh vo qung co ti Vit Nam ___ 22
TVC Nivea extra Whitening Deodorant __________________________________________________ 22
Hnh thc gii tnh s dng trong qung co: ____________________________________________________ 22 Ri ro gp phi sau khi trnh chiu trn phng tin i chng: ______________________________________ 22

Print Ad Nm Lin _________________________________________________________________ 24

Nhng hnh thc p dng sex _________________________________________________________________ 24 Nhng ri ro c th gp phi: _________________________________________________________________ 24 Hu qu __________________________________________________________________________________ 24

Chin dch Omachi v Spagetty ca Masan _______________________________________________ 25

Gii thiu _________________________________________________________________________________ ng dng hnh thc sex: _____________________________________________________________________ Cc ri ro m chin dch c th gp phi: ________________________________________________________ Thc t: __________________________________________________________________________________ Kt qu: __________________________________________________________________________________

25 25 26 26 26

Sn phm Miss Saigon _______________________________________________________________ 27

Chng 3: Gii php phng nga v hn ch thit hi trong vic ng dng yu t gii tnh vo qung co ti Vit Nam __________________________________________________________ 28
Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo TVC _________________ 28
Hn ch thit hi ___________________________________________________________________________ 28 Phng nga ri ro __________________________________________________________________________ 28

Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Print Ad ______________ 29

Trong khi thc hin _________________________________________________________________________ 29 Sau khi thc hin: __________________________________________________________________________ 30

Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Bill Board ____________ 30

Chng 4 : Kt lun _____________________________________________________________ 31

ngha cng trnh nghin cu _________________________________________________________ 31 Kt qu cng trnh nghin cu ________________________________________________________ 31 Nhng hn ch ca cng trnh nghin cu _______________________________________________ 31

Chng 1: Nhng vn c bn trong vic ng dng yu t gii tnh vo qung co

Nhng vn chnh trong chng : Cc khi nim Phn loi Vai tr ca yu t gii tnh trong qung co Quy trnh thc hin qung co v nhng ri ro trong qu trnh ng dng yu t gii tnh trong qung co ti Vit Nam

Cc khi nim
Gii tnh l g?
Gii tnh l im khc bit gia phi nam v phi n da trn nhng kt qu v vt l, sinh hc v di truyn hc (Theo The One World Action Glossary). Vai tr ca gii tnh c thit lp bi cc yu t vn ha, phong tc, tp qun ln cc yu t v kinh t, x hi v chnh tr. S nh hng ca gii tnh cng khc nhau i vi ngi nam v ngi n trong vic xy dng x hi, nhng mi quan h, tnh cch c nhn, hnh vi v thi ca con ngi. Gii tnh c xy dng trn s hc tp, s thay i theo thi gian, s thay i bn trong v gia cc nn vn ha vi nhau. Gii tnh c s dng m t nhng c im ca ph n v nam gii. Mt ngi khi sinh ra l mt b gi hay mt b trai nhng qua thi gian hc hi, bin i th b gi hay b trai ny s pht trin thnh ngi ph n hay ngi n ng trng thnh. Hnh vi ny c to nn bn sc gii v xc nh vai tr gii tnh. Ni chung gii tnh l nhng c tnh ring bit v c o ca mi gii. Nhng c im gm hai loi chnh l: nhng c im sinh l gii tnh v nhng c im tm l x hi gii tnh.

Gii tnh trong qung co l g?

Gii tnh trong qung co l vic ng dng cc yu t tnh dc hoc cc hnh nh gi tnh vo trong qung co nhm gy s ch v thu ht t pha ngi xem v mt sn phm, dch v no vi mc ch bn c sn phm hay dch v . Nhng yu t ny thng khng c lin h trc tip vi sn phm m ch c tc dng gy s ch cho khch hng tim nng. Tuy nhin theo gio s Tom Reichert, gii tnh trong qung co n gin l s thu ht mang yu t gii tnh. Nhng qung co p dng s thu ht ny vi mc ch l thng bo, nh v, nhn mnh, khc bit ha v c bit l bn sn phm, dch v. Do , li cun gii tnh chnh l vic em thng tin mang yu t gii tnh gn vo thng ip chung ca nhn hng. Cc thng tin gii tnh y theo Harris l bt c hnh tng no miu t hoc ng v s hp dn

gii tnh, cc hnh vi gii tnh hoc thc y gii tnh. Cc thng tin ny thng c a vo qung co thng qua cch th hin bng hnh nh, li ni hoc c hnh nh ln li ni.

Phn loi
Phn loi theo cc hnh thc gii tnh trong qung co
Gii tnh trong qung co c th hin qua nhiu dng nh: nh kha thn, cc hnh vi gii tnh, s hp dn v th cht, nhng tng trng mang yu t gii tnh, s gi nh v gii tnh nhng nhn chung cc hnh thc ny vn hng ti mt mc tiu duy nht chnh l gy s ch cho khch hng mc tiu. nh kha thn (Nudities/ Dress) Nu cp n cc hnh thc qung co th vic s dng nh kha thn c xem l mt dng c bn thuc v gii tnh trong qung co. Cc qung co him khi s dng hnh nh ngi mu hon ton kha thn khng mc qun o v phi by cc b phn ca c th m thay vo l s dng hnh nh ngi mu kha thn c chp t pha sau hoc chp t pha trc vi c th c che li mt s b phn nhy cm mt cch y n nhm nhn mnh nhng ng cong ca c th. Mc d s dng nh kha thn c th thu ht, kch thch s hp dn v gii tnh, ng thi to c s ch ca ngi xem nhng i khi mt mu qung co vi ni dung bnh thng li c ch nhiu hn s vi mu qung co c nh ca ngi mu kha thn. iu ny ph thuc vo nhng nt biu cm, t th ca ngi mu c tinh t hay khng. Ngoi ra cn c cc yu t quan trng hn, quyt nh s hp dn v gii tnh l hnh vi, s tng tc th cht v bi cnh tnh dc. Mt s v d in hnh cho trng hp ny l Print ad Extra Deep Heat, Dove Athena Full Body, Aquafina cho ti nng ta sng Cc hnh vi v gii tnh (Sexual Behaviors) Mc d qung co thng khng th hin trc tip n nhng hnh nh quan h tnh dc nhng nhng hnh vi v gii tnh vn c s dng. Thut ng thng cp n nhng hnh vi tnh dc ca mt c nhn hay s tng tc gia cc c nhn vi nhau. Trng hp qung co ch gm mt ngi mu th hnh vi gii tnh c ngi mu th hin thng qua vic giao tip bng mt nh mt, phong cch, c ng, giao tip ngn ng v phi ngn ng Dng th hai ca hnh vi gii tnh trong qung co l s giao tip gia t nht hai c nhn vi nhau, thng thng l mt cp nam n, c th l nhng hnh nh hai ngi ang m, hn, tip xc c th Ti thi i cng ngh truyn thng tip th ngy cng pht trin, cc hnh vi v gii tnh c th hin mt cch r rng khng ch bng hnh nh nh mt, c th hp dn, m cn thng qua s chuyn ng, m thanh cun ht v gi cm.

Mt vi v d in hnh nh: qung co Romano, Redbull, Print Ads ca Sony Vaio 2+3 S hp dn v th cht (Physical Attractiveness) S hp dn v th cht c hiu nh l cc nh gi ch quan ca mt c nhn v nhng yu t mang tnh thm m thuc ngoi hnh ca mt c nhn khc, l v p ca ln da, khun mt, hnh dng cn i ca c th theo nh tm l hc David Buss, cc c im ca ngoi hnh c s lin kt vi s ham mun v tnh dc. V y l l do v sao s hp dn v th cht trong qung co c xem l ng dng yu t gii tnh vo qung co v nhng ngi mu c ngoi hnh p, hp dn thng xut hin trong cc mu qung co. V d: Print Ads Enat 400, Olay (Bo Thy), Pantene ca Mai Phng Thy Tng trng mang yu t gii tnh: (Sexual referents) Thng ip ca mu qung co c hiu nhng gc khc nhau ty thuc vo cch suy ngh v l gii ca ngi xem. S m ch hoc gii thch v vt th hay s vic mang ngha gii tnh bng cch ni ngha 2 tng. iu ny cng bao gm vic s dng cc yu t khc to nn ngha v mt sex, V d nh cch sp xp thi gian, khng gian, m thanh,nh sng, trang tr vt dng, k thut quay,. V d: TCV bnh custas (Mai Phng Thy); Passiona; nim Lin (trang tr, mu sc) S ghi nh v sex (Sexual Embeds): Ni dung c lng ghp c din gii nh mt yu t gii tnh nhiu lp ngha khc nhau. N bao gm c nhng t nh sex, nhng vt v tri v gic nhng c nhhng phn gi nh n gii tnh (hoc hnh ng thuc gii tnh), v nhng hnh nh nh ca cc b phn c th. V d: Print ad xe Toyota; Sony Vaio 4+5

Phn loi theo tui tc.

Giai on t 14-18 tui: y l thi k pht trin c bit trong cuc sng i ca ngi, l s ln ln v trng thnh ca tr em tr thnh ngi ln v y l thi k xy ra ng lot s thay i bao gm s ln ln v tng trng v c th, bin i v tm sinh l v cc mi quan h x hi Thi k ny con ngi khng cn l tr con nhng cng cha phi l ngi ln. c trng ca giai on ny l s pht trin mnh m v c th c v th cht ln tinh thn, tnh cm nh chiu cao v cn nng tng ln, ni titc th thay i nhng cha chn mui v mt sinh dc, cha n nh v tm sinh l. V sinh l, n gii khc nam gii ch n gii bt u c kinh nguyt, s rng trng, mang thai, sinh con v nui con bn sa, Con gi 14 tui th bt u c knh nghit, trc v sau khi kinh nguyt, n gii thng cm thy v n ra, tay chn mi, n ung khng ngon, d b kch ng, y l hnh tng sinh l bnh thng. c im sinh l ca n gii giai on ny rt phc tp, hiu bit nhng c im nay gi v sinh, bo m sc khe l iu cn thit v b ch.

i vi nam gii, giai on ny cng c s bin i phc tp v sinh l, c th bt u pht trin nhanh v c nhiu thay i nh chiu cao tng ln ng k, c bp nhiu hn. Trong giai on ny c quan sinh dc thay i nhiu nht, dng vt ln ln c b ngang ln chiu di. Hc mn ca bn nam tng cng hot ng ko theo s thay i ca tuyn gip, ging ca cc bn nam c nhiu bin chuyn, thay i, ging trm xung. Thm vo , ru cng bt u xut hin trn mt, bn cnh s xut hin ca lng tay, chn v vng quanh c quan sinh dc. C th cng bt u sn sinh tinh trng v c kh nng th tinh v sinh con. Ni chung y l giai on la tui bt u t n s trng thnh v mt c th, la tui quyt nh ca s hnh thnh th gii quan. S hnh thnh th gii quan l nt ch yu trong s pht trin tm l thanh nin. tui ny nhng iu kin v mt tr tu, nhn cch v x hi xy dng mt h thng quan im ring c hnh thnh v chn mui. Trn c s pht trin sinh l, mc chn mui ca qu trnh pht trin cc c im sinh l gii, s cm nhn v tnh cht ngi ln ca bn thn mnh thanh nin khng phi l mt cm nhn chung chung m lin quan cht ch vi vic gn kt mnh vo mt gii nht nh. T nhn thc , thanh nin dn dn hnh thnh nhng nhu cu, ng c, nh hng gi tr, cc quan h v cc kiu loi hnh vi c trng cho mi gia nh. a s nam thanh nin thc c tng i r rng c th i tng nhu cu tnh dc ca mnh. i vi n th c nhiu khc bit c nhn, mt s cng cm thy nhng cm gic v nhu cu tnh dc mnh m nh nam, nhng phn ln li c nhu cu tnh cm, gn b, yu thng, c tn trng, khch l, quan tm, sn sc, ch khng c nhu cu tnh dc r rng. Hin nay, thanh thiu nin bt u cuc sng tnh dc sm hn so vi trc y, c th l do tui dy th bt u sm hn. Nhiu nghin cu cho rng nhng ngi trng thnh sm thng bt u cuc sng tnh dc sm hn so vi nhng ngi trng thnh mun. Tuy vy, khng phi bao gi cng nh vy, v d, mc d nam trng thnh v gii tnh mun hn so vi n khong 2 3 nm nhng h li c xu hng th quan h tnh dc sm hn n khong 1 nm. Mt khc la tui ny, thanh nin c nh hng kh r v nhng phm cht nhn cch mu mc ca nam gii v n gii. Tuy nhin nhng phm cht nhn cch truyn thng nam tnh cng nh n tnh ang thay i x hi hin i cng lm thay i quan nim v nhng phm cht cn c ca ngi bn i tng lai ca thanh nin. Giai on t 18-25 tui: Giai on ny c th con ngi pht trin mt cch ton din, c bit l chc nng sinh sn. S pht dc cng dn dn chn mui. S bin i v sinh l, t nhin cng s xut hin mt lot cc vn v tm l. Cc bn bt u quan tm nhiu n vn gii tnh, mi quan h vi cc bn khc gii, ny sinh xu hng i hi v tnh dc. y l thi k pht trin tch cc nht ca nhng loi tnh cm cao cp nh tnh cm tr tu, tnh cm o c, tnh cm thm m. Tnh bn v tnh yu chim v tr quan trng trong i sng ca h v l nhng tnh cm rt trong sng v su sc.

La tui ny n nhn tnh yu nam n vi v th x hi mi, trnh hc vn cao v nhn cch pht trin ton din, khc hon ton vi cc la tui trc . Nhn chung tnh yu nam n tui sinh vin rt p, lng mn v c trch nhim. Tuy nhin khng t cc sinh vin vn cn mo him, khng c trch nhim trong tnh yu. Mt vn ni cm hin nay l vn sng th trong sinh vin.

Vai tr ca yu t gii tnh trong qung co

gy ch i vi mt qung co, ngi lm qung co thng s dng cc yu t tr em, s hi hc v c bit l cc yu t gii tnh. Nhiu chuyn gia vn cn hoi nghi v tc dng ca yu t gii tnh i vi qung co nhng mt khc cng c nhiu ngi tin rng yu t ny l mt cng c hu hiu thu ht bn hng. Theo mt nghin cu ca Lang v ng nghip th nhng thng ip c ni dung gy kch ng s khin ngi nghe nh lu v d gi li hn l nhng thng ip bnh thng, k c khi hai thng ip ny c mc m ha hon ton ging nhau. Mc khc, s khu gi cng s gi ln cc phn ng v mt cm xc, c th l nhng tc ng tch cc v gy kch ng. Cc phn ng cm xc kch ng tch cc ny s lm tng kh nng m ha v duy tr i vi ni dung ca thng ip. Chnh v l do , cc qung co khu gi c th c nhn ra v gi nh tt hn so vi nhng qung co khc. Theo nh Tom Reichert ni Chng no con ngi cn khao kht tr nn thu ht, v chng no con ngi cn khao kht s lng mn, thn mt, tnh yu cng tt c nhng cm xc tuyt vi h c, th nhng ngi lm qung co vn cn c th cho ngi ta thy bng cch no sn phm ca h p ng c nhng nhu cu v mong mun trn. Nh vy c th thy rng yu t gii tnh trong qung co lm rt tt nhim v ca mnh trong vic thu ht s ch ln to nn nhng gi tr thng hiu lin quan n gii tnh.

Quy trnh thc hin qung co v nhng ri ro trong qu trnh ng dng yu t gii tnh trong qung co ti Vit Nam

uy trnh lm qung co chung:

Yu cu khch hng (creati vebrie f)

Sng to ra cc ideas

La chn 1 tng xut sc

Kim tra tng bng focus group

Trnh by tng vi khch hng

Hon thin mu qung co

Kim duyt

a vo cng chng

Phn ng vi cc phn hi

Yu cu qung co Trao i gia nh qung co v khch hng nhm thu hiu c yu cu ca khch hng, thc trng ca khch hng, gi c v cc vn lin quan khc Pht trin tng qung co Creative brief c gi xung phng sng to. Ti phng sng to s pht trin tng Cui cng 3 tng xut sc nht s c lc li Kim tra tng qung co 3 tng sng to s c kim tra li bng phng php FOCUS GROUP, v kim tra t pha khch hng 1 tng xut sc nht s c biu din, mnh ha v ln kch bn r rng.

Censorship Kch bn s c gi n cc hng truyn thng ln c uy tn tham kho kin Hon hin mu qung co

Kim tra mu phim qung co Kim tra ln cui khi a i kim duyt Giy php qung co Qua qu trnh kim duyt ca c quan c thm quyn v i truyn thng Pht trin k hoch truyn thng C chin lc qung co thng minh Pht phim qung co Theo di phn ng ca d lun v iu chnh kp thi

Cc ri ro thng gp trong quy trnh qung co chung:

Gm hai dng l ri ro bn trong quy trnh thc hin v ri ro bn ngoi quy trnh thc hin: Bn trong quy trnh thc hin bao gm: Cc khu ln tng Cc khu sn xut qung co Bn ngoi quy trnh thc hin bao gm: Cc c quan kim duyt Khch hng i th cnh tranh

Hiu lm khch hng

C s dng yu t gii tnh hay khng? Mc s dng nh th no?

Kim tra tng lng lo

Mu qung co lm dng yu t sex qu nhiu , v tnh ln t lun c sn phm Focus group nh .t tiu biu nn lm nh qung co khng lng trc c phn ng ca cng chng Bn trong

Khng truyn ti ht ni dung trong lc thuyt trnh vi khch hng

Trnh by tng b thiu st hoc sai lch vi ngi sng to nn khch hng khng hiu r c v b qua nhng chi tit t gi

Ri ro trong khu hon thin mu qung co

Ri ro v din vin, ngi mu (khng chu ng 1 s cnh quay, hoc c scandal v sex ngay trc khi tung mu qung co,v.v..) Ri ro v nh sn xut, n v thi cng (khng c hoc c t kinh nghim v thc hin qung co s dng yu t sex Ri ro trong vic thc hin mu qung co

Khng qua c khu kim duyt

Vi phm vn ha, thun phong m tc ca ngi Vit Nam Vi phm cc iu khon trong quy nh ca c quan chc nng Ngi kim duyt hi nhy cm vi vn sex Thi gian kim duyt thng lu hn khi c yu t sex

Bn ngoi

Chin lc qung co khng ph hp

La chn chin lc qung co khng ph hp thi im tung qung co hi nhy cm knh truyn thng timeline

Vp phi s phn i ca d lun

Ngi xem phn i mnh v mun ty chay qung co ny Nh i buc phi ct vi on sexy trong phim hay chuyn sang qung co TVC ny cc knh khc

TVC

CENSORSHIP

Yu cu khch hng (creati vebrie f)

Sng to ra cc ideas

La chn 1 tng xut sc

Kim tra tng bng focus group

Trnh by tng vi khch hng

Hon thin mu qung co

Kim duyt

a vo cng chng

Phn ng vi cc phn hi

1. La chn n v sn xut La chn nh sn xut phim c xem nh l yu t then cht.Tuy nhin vic ny cn phi ty thuc vo rt nhiu yu t nh: nng lc ti chnh, cch th hin TVC, mi quan h, v.v.. 2. Chun b sn xut Casting: chn din vin, ni quay,v.v.. Chun b o c, phc trang Giy php quay 3. Quay phim 4. Hu k Chnh sa, rp cc cnh quay Lng ting, thm hiu ng. Chn ch,v.v.. 5. Kim tra mu phim qung co Kim tra ln cui khi a i kim duyt

Ngoi nhng ri ro chung, khi lm TVC cn pht sinh ra nhng ri ro khc nh:
Ri ro trong qu trnh chun b ra 1 tvc Censorship Ngi bn i truyn hnh khng thch tng qung co c s dng yu t gii tnh hi to bo ca nh qung co , sau 1 s cuc tho lun th gy ra cht hiu lm gia 2 bn Ngi bn i ch chp nhn tng mt khi ct 1 s cnh t nh lm mt ngha v tng ban u bng tr nn tm thng La chn n v sn xut Nh sn xut cha c kinh nghim trong vic quay cc cnh c cht yu t sexy nn lm cc cnh quay th, khng th hin ci hn trong tng ban u Nh sn xut hiu lm ca bn nh qung co ( lm tng nhiu yu t nhy cm, hoc gim thiu yu t sng to) Chun b sn xut Tuyn din vin: Cc din vin chuyn nghip khng ng thc hin cc cnh quay t nh, cn cc din vin chp nhn th li din khng t yu cu Din vin chnh cho qung co mi va dnh l scadal v sex a im : Khng c c giy php quay ti ni v ni dung quay qu nhy cm hoc ngi cp giy php khng thong trong vn gii tnh o c, ha trang, phc trang: Ha trang khng ph hp Phc trang qu h hang, khng ph hp , v khng ng ca ngi ra tng Quay phim Xy ra bt ng gia din vin, o din v nh bin kch m nguyn nhn chnh l v sex Pha bn i din ca khch hng khng hiu ht quy trnh lm TVC nn phn i cn tr 1 s on cnh quay Kim tra mu phim Xem thng khu kim tra ln cui nn xy ra tnh trng l l v khng pht hin ra nhng thiu st

Focus group c thnh vin nm trong nhng la tui thanh nin nhiu v nhng ngi c t tng thong nn khng lng trc c phn ng khng tt v nhng cnh t nh 1 cht. Ri ro sau khi trnh chiu ra cng chng Ngi xem khng phn ng: khng hng ng cng nh phn i, doanh thu vn khng thay i sau khi tung TVC Ngi xem phn i mnh v mun ty chay qung co ny Nh i buc phi ct vi on sexy trong phim hay chuyn sang qung co TVC ny cc knh khc Ngi xem ty chay c sn phm v thng hiu ca cng ty Ngi xem hiu mt cng dng khc ca sn phm m nh sn xut khng mun. Din vin chnh b ty chay.

Print art:

Yu cu khch hng (creati vebrie f)

Sng to ra cc ideas

La chn 1 tng xut sc

Kim tra tng bng focus group

Trnh by tng vi khch hng

Hon thin mu qung co

Kim duyt

a vo cng chng

Phn ng vi cc phn hi

Designer s l ngi hon thin tc phm, ghp tt c cc phn li vi nhau v x l bng ha nhm th hin idea mt cch r rng nht

Lu : Mi print-ad ch th hin 1 thng ip duy nht, thng ip phi p ng mc tiu qung co trong 1 giai on c th. Bn cnh s sng to th 1 print-ad hiu qu phi truyn ti c thng ip ca vn ng, chnh xc nht ti ngi tip nhn v thng ip phi hiu c. Quy lut bt bin: m bo mt print-ad phi m bo 3 yu t: Insight, Relevant, Simple. Mc truyn ti thng ip cn ph thuc v vic nhn mnh cc yu t Headline nhoc Art. Tuy nhin iu ny ch hiu qu khi m ta bit nhn mnh vo yu t no: Headline hay Art, ch 1 yu t m thi, nu khng thng ip s b gim truyn ti.

Ngoi nhng ri ro chung, khi lm Print Ad cn pht sinh ra nhng ri ro khc nh:
Ri ro trong khi thc hin Print-ad. Cc yu cu v sn phm ( print-ad) ca khch hng khng c chuyn ti v ng s dn n vic xy dng Creative Brief khng hiu qu v ko theo cc khu tip theo b xa ri ct li ca thng ip m khch hng yu cu. T tn nhiu thi gian v cng sc sa cha hoc lm li. Ri ro trong khu kim tra lng lo hoc khng kim tra cc option ca Creative Director. Ri ro trong khu in n lm cho mu sc sau khi in khng ph hp vi idea ban u. Ri ro sau khi thc hin print-ad. C qu nhiu th ln xn trn print-ad. iu ny c th do s tham lam ca client hoc agency khi qu nhiu thng tin,hnh nh s liu sp xp khng hp l vo mt print-ad dn dn ri mt v gy phn cm. Print-ad kh hiu do 2 nguyn nhn: 1. Qu nhiu thgn ip cho 1 print-ad, 2. Thng ip m mt khng r rng khin ngi tiu dng kh cm nhn. Ri ro trong nh gi hiu qu: bi v kjprint-ad ch yu trn bo giy nn kh kim sot lng rate v view. Print-ad kh chp nhn v mang nhiu yu t xung t vn ha, x hi, php lut.. nh hnh nh qu phn cm, bo lc hay i try. Ri ro xut hin li trong print-ad l do c vn trong khu kim tra ca Creative Director v Client. Truyn ti khng ng tng n ngi xem.

Bill board:
KHO ST Yu cu khch hng (creativ ebrief) 1. V tr t billboard 2. La chn kch c Bill Board

Sng to ra cc ideas

La chn 1 tng xut sc

Kim tra tng bng focus group

Trnh by tng vi khch hng

Hon thin mu qung co

Phn ng vi cc phn hi

3. Chn n v thi cng cng trnh, cc cng ty qung co hay t cng ty thi cng.. 4. Xin giy php thc hin qung co: cc th tc, vn bn, cc c quan chc nng cn lm vic 5. Thi cng v thm nh cht lng cng trnh. 6. Kho st hiu qu qung co Bill Board, kim tra thc t, so snh c s liu qua kho st trc , nh gi li hiu qu qung co Bill Board, cc thay i nu cn 7. Cc bc bo dng, kim tra nh k cc

Ngoi nhng ri ro chung, trong qu trnh lm Bill board cn pht sinh ra nhng loi ri ro khc:
Ri ro trong qu trnh thc hin Billboard Ri ro trong vic chn sai mc tiu qung co, hoc ng mc tiu nhng chn sai thng ip cn ni, chn sai hnh cnh cn th hin thng ip. Ri ro do kho st sai v tr t Bill Board: dng Bill Board ln nhng khng lng trc cc cng trnh khc c nguy c l vt cn che khut tm nhn sau ny.. Ri ro trong vic chn kch c Bill Board, gy kh c, kh tip cn ngi tiu dung Ri ro do agency khng hiu roc mun ca client, gy ko di thi gian cho vic sng to v thng nht tng Ri ro trong sang to. sn phm sang to gy kh hiu, nh ngi xem,qu phc tp hay qu rm r khng kp ngi tiu dung c th hiu nhanh c v thi gian xem 1 Bill Board thng rt ngn Ri ro do sai lch cc thng s k thut cn thit, phi tnh ton li gy mt thi gian Ri ro trong vic xin giy php qung co, giy php xy dng. gy chm tin hoc Bill Board c th s khng thc hin c Ri ro trong qu trnh thi cng, tnh nguy him, cc tai nn c th xy ra, thit k v sn phm thc t khng khp, cc sai xt do o lng, tnh ton.

Ri ro sau khi Bill Board a vo s dng Ri ro do cc loi giy php v giy t pht sinh Ri ro do tc ng ca ngoi cnh, ma gi bo, gy h hng cng trnh, h nn mng, lt Bill Board Ri ro do thit k khng nh mong i, trn m hnh th p nhng hiu qu bn ngoi khng p, mu sc, loi ch, c ch khng ph hp gy kh c Ri ro cc loi cng trnh khc mc ln lm vt cn, gy khut tm mt ngi i ng. Ri ro do ni dung Bill Board khng ph hp vi vn ha, x hi, iu kin vt cht, tnh cch chung ca con ngi a phng. Cc loi ri ro lin quan n gii tnh ng dng vo Bill Board Ri ro do Bill Board c ni dung nhy cm cha ng nhiu yu t nc ngoi khng ph hp vi vn ha a phng, qung co cc loi phim kinh d, phim ma, bo lc, phim cho ngi ln, cc nam n st th, cc trang phc qu gi cm. li t gn cc khu vc trng hc, nh tr ni c nhiu tr em, thiu nin. Cc hnh nh qung co nh qu mnh vo s hp dn, sexy, gi cm ca nhng ngi ni ting n, hay s vm v, body, quyn r ca ngi ni ting nam m t ch trng n sn phm cn qung co. Cc qung co sng to dng 3D c ln dng cc hnh nh nhy cm trn c th d to s lin tng khng tt.

S phn i do qung co qu thin v hnh nh, chc nng, cng vic ca ngi n ng hay ph n, gy phn bit gii tnh. Bill Board dng cc ni dung gy lin tng n gii tnh th 3, cha c chp nhn rng ri trong vn ha, x hi a phng hay quc gia. Cc Bill Board qu thin v mt nhm i tng tui, gii tnh hay phn khc no trong khi i tng ngi xem, ngi tng tc l khng gii hn v tui, gii tnh, d to hiu qu km cho Bill Board c t. Nhng ni t Bill Board l nhng ni cng cng, cc v tr d nhn, d gy ch , ti cc ta nh, dc ng cao tc. thi gian tng tc l ngn qung co qu gi cm d gy mt tp trung cho ngi i ng, d gy tai nn v kin tng khng ng c. Cc ni dung qung co lin quan n gii tnh thng b kim duyt gt gao, kh khn trong trong vn xin giy php v thc hin.

Chng 2: Nghin cu thc t vic ng dng yu t gii tnh vo qung co ti Vit Nam
Nhng vn chnh trong chng : Case study: TVC Nivea extra Whitening Deodorant Case study: Print Ad Nm Lin Case study: Chin dch Omachi v Spagetty ca Masan Case study: sn phm Miss Saigon

TVC Nivea extra Whitening Deodorant

Hnh thc gii tnh s dng trong qung co: S hp dn v th cht (Physical
Attractiveness) Ngi mu trong TVC c ngoi hnh p- khun mt xinh xn, ln da trng hng, n ci ta sng; mc nhng b vy gi cm, C y khng cn phi lo ngi v vng da di cnh tay,c y t tin gy ch v to s quyn r i vi chng trai m c y thch.

Ri ro gp phi sau khi trnh chiu trn phng tin i chng:

Nhiu khn gi bn khon rng chng nh c gi xinh p ny c phi gi tay cao ln khoe... nch c dung kh mi Nivea?

Video tp trung qu nhiu vo hnh ng gi tay cao ln khoe mnh s dng ln kh mi nivea b lm dng nhiu lm gy kh chu cho ngi xem. C gi gi tay ln khoe trc mt chng trai ging nh c phi by, to cho ngi xem c cm gic xem thng v lm nh hng n gi tr ngi con gi Vit Nam du dng e p. Ni dung TVC khng lin quan sn phm, li dn khng n nhp v hp l nn khng c sc thuyt phc ngi xem. Ngi xem khng cm nhn c tnh nng cng dng m sn phm mang li, dng nh ni dung lm lch lc suy ngh ngi xem v chc nng ca sn phm l Gi nch l quyn r. Thng ip qung co a ra: V p l t tin, nhng xuyn sut video ngi ta ch thy c gi t tin khoe nch trng mn mi ni mi lc, k c ni cng cng v ba tic ng ngi. Ngi Vit Nam kh t nh khi cp n nhng vn nhy cm ring t, c bit l cc sn phm t nh, script kh th nn on qung co ny c th lm cho khch hng ty chay hoc quay lng vi Nivea, chuyn sang s dng sn phm ca cc i th cnh tranh. Nn s dng: S dng hnh nh nhng ngi mu xinh p quyn r qung co cc sn phm nc hoa, du gi d c chp nhn hn so vi qung co cc loi my mc thit b hay nguyn vt liu cho sn xut cng nghip. Khai thc nhng nt p truyn thng ca nhng ngi ph n ng. a vo trong qung co nhng gi tr ngi ph n trong x hi cng nh vai tr ca ngi n ng trong gia nh. S dng m nhc, m thut truyn ti nhng thng ip trong qung co cho cc sn phm t nh Qung co gii tnh nn i km s sng to v ngh thut to s thu ht. Nn trnh: S c ph by thn xc, to cm gic cc gi tr khc b h thp hoc c xem thng. S dng cc hnh nh, i thoi gy phn cm, lin tng n nhng hnh nh th tc hoc bo lc. Lm dng sex v lm ngi ph n c cm gic b h thp. Nhng hnh nh kch thch tnh dc tr em. Qu tp trung v ln cc vin cnh giu sang to li sng hng th bt chp cc gi tr sng khc. Vn ng tnh, chnh tr, tn gio

Print Ad Nm Lin

Bi cnh: gii thiu cho sn phm mi l nim l xo Cocoon. Tnh nng: vi cu trc xon a tng khng ch mang n n hi ti u v mt sc bt hon ho, m cn l ngi bn ng hnh cho s khi u ca tnh yu. Khch hng mc tiu: i uyn ng, chun b khi u cuc sng la i. Nhng cng c s dng: print ad qung co ti ca hng v hnh nh gii thiu sn phm mi trn mng.

Nhng hnh thc p dng sex

Sexual Embeds(S ghi nh v sex) Sexual Behaviors(Cc hnh vi v gii tnh ) Physical Attractiveness(S hp dn v th cht) Khng c thng qua trong khu kim duyt Khng th hin c sn phm cn qung co Khch hng khng bit sn phm c qung co l g Khch hng hiu sai thng ip B ty chay do khng ph hp vi vn ha Vit Nam B i th li dng ni xu v chim ly khch hng Khng c duyt v khng ph hp Phi a vo s dng ni b V vy vic p dng sex trong qung co cn phi lu ti cch th hin, ni dung v c th s khng c duyt, nu c th s gy ra nhng ln sng khng tt vi sn phm

Nhng ri ro c th gp phi:

Hu qu

Chin dch Omachi v Spagetty ca Masan

Gii thiu
i tng mc tiu ca Omachi trong chin dch ny c m t nh sau Target consumer: man (18-28), ABC Class, urban. Vi concept ca chin dch ln ny l Sexy, tuy chi rt nhiu tin nhm a TVC qung co sn phm ln sng vo gi cao im, Masan tp trung nhiu vo mng Marketing online hn vi cc hnh thc nh Rich media trn cc trang bo in t ni ting nh 24h, Vnexpress, Banner qung co trn mc sign in ca Yahoo, Viral marketing trn cc din n nh Voz, lamchame

ng dng hnh thc sex:

Sexual Behaviors (cc hnh vi gii tnh) v Physical Atractiveness (s hp dn th cht), i din cho chin dch Omachi Spagetty ln ny l nhng ngi mu xinh p, sexy vi cc hnh ng quyn r, gi tnh thi n m (Banner trn cc web), lm PG cho tr chi quay m trn microsite http://www.omachi.com.vn/#/contest vi phn thng l 10 gi m Omachi Spagetty, mt v iu m hoc v mt n hn ngt ngo.

Cc ri ro m chin dch c th gp phi:

Trc khi ra mt: Khng c s chp nhn t cc trang bo, forums do mang yu t sex Cc ri ro v lut php khi ng dng ch sexy trn cc phng tin nh TVC, Poster, Billboard. Trong qu trnh chy chin dch i tng mc tiu khng c phn ng r rt Gy phn cm dn n b ty chay B li dng hnh nh trn mng C nhng phn hi khng tt t khch hng nh b ni xu trn cc din n thng tin, cc blog Chin dch tp trung vo hai forum chnh l Voz v lamchame.com. c bit trang lamchame.com c rt ng thnh vin l ph n, vi ch chnh l sexy rt d gy mt thin cm vi i tng ny C th tht bi do i th khai thc yu t sex ny ni xu, phn bc trn chnh microsite ca chin dch i tng mc tiu ch nh ti nhng hnh nh sexy m khng nh n thng hiu hay thng ip m doanh nghip mun truyn ti

Thc t:
Cc bin php phng trnh ri ro ca Omachi Ch p dng concept sexy ny trong Marketing Online Rt khn kho khi s dng phn thng l V iu m hoc hay N hn ngt ngo vo qung co online ch khng phi vo cc loi hnh qung co offline khc. t gp s phn ng t pha lut php v khch hng hn c s hng ng t khch hng mc tiu Ngi Vit thng khng s nhng th o nn cc khch hng l n t ra khng quan tm n nhng hnh thc sexy ny v vn hng ng tr chi. Qu tng nh (10 gi m) nhng a c n nhiu khch hng hn v khuyn khch khch hng gii thiu cho ngi thn. Khch hng l n s ch n qu tng (tht) hn l nhng hnh nh sexy (o) trong tr chi. S dng cc trang mng x hi c nhiu gii tr (facebook, zing me) vi suy ngh thong hn v c lan truyn thng tin nhanh hn. Cc tr chi tr trung trn website, concept l nhng rt tm l ca c chin dch, v cch viral thng minh trn din n cng chng t Omachi nghin cu k lng v cng ng online khi la chn social media lm cng c chnh. Thu ht c nhiu i tng tham gia, khng ch i tng mc tiu l Nam m cn c N

Kt qu:

Gy c ting vang ln trn cc forum ( t n 1350 post trn vozforums, 5000 view ch sau 3 tun chy chin dch) M rng phn khc th trng (gii tnh, tui) ng th 80 trn 500 doanh nghip ni ting nht Vit nam (2011)

Sn phm Miss Saigon

Khi mt x hi thng tin, nhng mong mun ca cc thnh vin trong x hi tng rng thm. Chng c phi by thnh nhiu vt th hn, gi nn s hiu k, thch th v khao kht ca h. Cc nh sn xut thc hin cng vic chuyn mn ca h to nn s ham thch sn phm ca h. H c gng to lp mi tng quan ni kt gia nhng g h lm ra v nhu cu ca con ngi. H qung co sn phm ca mnh nh l th lm tha mn mt hay mt vi nhu cu c trng no . Nh lm tip th khng to ra nhu cu m n ang c. Cc mong mun nh hnh trong khun kh nhng vt th mang tnh cch vn ha s lm tha mn c nhu cu. Nhn hiu nc hoa Miss Si Gn, s dng hnh nh chic o di v nn l l hnh tng p, truyn thng ca ngi ph n Vit Nam. S kt hp cht ch, su sc gia truyn thng, mu sc v sn phm. t bit mu m mang dng hnh thiu n Vit tht tha trong t o di v vnh nn l nghing che, nhng ng nt tru tng th hin hnh nh ngi ph n ang lt i nh nhng, vi nhng c ng nh nht, dng nh tit lt ht mi th nhng li khng th hin ra iu g c. Chai thu tinh c thit k cch iu mang hnh dng thiu n Vit Nam duyn dng trong t o di v chic nn l truyn thng du dng v kiu chai mang hnh dng thiu n Vit Nam trong trang phc truyn thng 3 min Bc vi o t thn v nn quai thao, min Trung vi t o di v chic nn l , min Nam l chic o b ba gin d cng chic nn l, y l nhng biu tng p v rt ring ca Vit Nam. B n ca Miss Saigon Elegance l mt hng thm ngt ngy nhng du dng tinh ty; mt cm xc nh nhng nhng vn vng, su lng. l nt duyn thm trong nc hoa Miss Saigon Elegance v cng l trong v p ca ngi ph n Vit Nam.

Chng 3: Gii php phng nga v hn ch thit hi trong vic ng dng yu t gii tnh vo qung co ti Vit Nam
Nhng vn chnh trong chng : Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo TVC Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Print Ad Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Bill Board

Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo TVC

Hn ch thit hi
Ngi xem khng phn ng: s dng thm cc cng c i km nh pht sn phm dng th, to cc hot ng tri nghim sn phm Ngi xem mun ty chay qung co k c sn phm thng hiu: ng ra xin li hay gii thch nu c hiu nhm y. Nu mc phn i mnh th dng qung co . i vi nh i: s dng cc cn c theo php lut thng lng vi nh i v svi phm qung co nh i ni. Ngi xem hiu cng dng khc nhng nu tt th khng sao. Nu cng dng khng tt nh sn xut nn ln ting nh chnh Din vin b ty chay: qun l ca ca s nn ngh nh sn xut thay i ni dung, ln ting xin li cng chng v ni r y l din.

Phng nga ri ro
Hiu nhm yu cu ca khch hng Hi k rng khch hng c mun s dng yu t gii tnh vo qung co thm phn hp dn hay khng? Hi rng nu mun s dng th liu khch hng s chp nhn p dng mc no?, Theo hnh thc no ? Censorship Lng nghe kin ng gp bn pha i truyn hnh v kho lo chnh sa La chn n v sn xut La chn k nh sn xut c kinh nghim qay nhng cnh c yu t nhy cm Bn tho k cng v tng vi o din bn sn xut

Chun b sn xut Tuyn din vin: Trong cc iu khon trong hp ng phi rng buc rng, trc v sau khi thc hin mu qung co trong khong thi gian bao nhiu lu cc din vin khng dnh vo cc scandal nu khng th phi bi hon thit hi. a im : Tnh ton v a ra nhiu a im c th c nhng khung cnh ging nhau o c, ha trang, phc trang: Lu trong vic ha trang v trang phc ph hp vi tng ban u v khng qu h hang

Quay phim Xy ra bt ng gia din vin, o din v nh bin kch m nguyn nhn chnh l v sex Pha bn i din ca khch hng khng hiu ht quy trnh lm TVC nn phn i cn tr 1 s on cnh quay Kim tra mu phim Khng xem thng khu kim tra ln cui nn xy ra tnh trng l l v khng pht hin ra nhng thiu st Focus group nn c nhiu thnh phn, c bit c thm ngi ln tui o mc phn ng ca ngi kh tnh. Giy php qung co Khng qua c qu trnh kim duyt ca c quan chc nng v phm 1 s quy nh K hoch truyn thng Kho st nhng gi thch hp trnh chiu

Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Print Ad

Trong khi thc hin
Xy dng bn yu cu khch hng tht chi tit v r rng, nu bt c nhng yu cu trng tm v cn thit i vi print-ad. ng thi, cn xy dng ng hng i v bm theo tng ban u, bn nh hng sng to v bn yu cu chi tit ca khch hng Bt buc cc CD phi kim tra nhiu ln theo nhiu tiu ch khc nhau. ng thi, bm cht vo cc iu kin ct li ban u a ra. Kim tra k lng cht lng mu sc v cht lng my in. Tuy nhin, s khc bit mu sc sau khi in s c th to nn nhiu mu mi l gy bt mt v to n tng cho ngi xem.

Sau khi thc hin:

Nng cao trnh v tay ngh i ng thit k. Ngoi ra, gia Agency v client phi hiu r cc yu t ct li gy n tng ngi xem. Tun th tiu ch; Insight_Revelant_Simple. Nhm a ra mt tng r rng, d hiu n ngi xem. y cng l im yu cu print-ad so vi cc loi qung co khc.Tuy nhinl, ta cng c th nng cao kh nng tng tc ngi xem v kim tra lng view bng cch hng ngi xem n website cng ty v kim tra lng view. Kim tra, nghin cu , xem xt cc yu t mi trng ngay t u nhm trnh xung t, gy ra phn cm ngi xem. Xut hin li: thay i, sa cha ngay lp tc nu c in k sau. Nhng vn phi m bo cng tc kim tra trc khi : xut xng

Hn ch thit hi v phng nga ri ro vic ng dng yu t gii tnh vo Bill Board

Lm r trc ht ni dung, thng ip cn chuyn ti v sn phm, quyt nh c nn chn cc yu t gii tnh hay dng cc hnh nh khc Tm hiu k v nhn khu hc, tnh cch, s thch, thi quen chung ca ngi dn a phng quyt nh ng trnh i xa, lan man, khng ph hp ni dung cn qung co. Tm hiu k vn ha, x hi a phng, kho st cc khu vc dn c, trng hc, s phn b cc tui, gii tnh trong vng. la chn ng v tr t BB. Trnh vic sng to thi qu, ng dng cc hnh nh, m hnh 3D khng ph hp vi thun phong m tc. Trnh ng chm n cc hnh nh, ni dung mang yu t phn bit gii tnh, cc cu ch nhy cm, ch thch kho ph hp km theo. Qung co cho sn phm, thng hiu l trn ht, khng lm dng cc yu t cu khch, qu t bc hnh nh nhng ngi ni ting nam hay n

Chng 4 : Kt lun
Nhng vn chnh trong chng : ngha cng trnh nghin cu Kt qu cng trnh nghin cu Nhng hn ch ca cng trnh nghin cu

ngha cng trnh nghin cu

Bi nghin cu c ngha rt ln i vi nhm, nh nghin cu ti ny m nhm o su v hc hi thm c rt nhiu trong mng ng dng yu t gii tnh vo qung co ti Vit Nam. iu ny rt c ch v thit thc vi nhm v y l mng m nhm c th s dng trong cng vic trong tng lai. ti cho nhm mt ci nhn tng qut v su sc hn trong mt vn kh nhy cm vi vn ha Vit Nam. Vic bit trc nhng ri ro s xy ra v nhng phng php qun tr ri ro chc chn s h tr cho nhm rt nhiu trong hc tp cng nh chuyn ngnh cng vic tng lai.

Kt qu cng trnh nghin cu Nhng hn ch ca cng trnh nghin cu

Vi thi gian hn hp v ngun kin thc gii hn, nhm cha th o su ht tng chi tit ca vic ng dng yu t gii tnh vo qung co ti Vit Nam m ch c th o su trong ba mng chnh ca qung co l TVC, Print Ad v Bill Board nn bi nghin cu cn nhiu s si, chung chung.