Chng 5: Qung co

NI DUNG CHNH
Tng quan v qung co
Nhng t chc tham gia vo quy trnh QC
Quy trnh lp k hoch qung co
Bn yu cu qung co
Sng to ni dung qung co
Mu sc trong qung co

TNG QUAN V QUNG CO

I. Cc khi nim v qung co

Advertere

Advertise

Qung co

(Ch , dn d, li cun)

Theo Hip hi Marketing M (AMA): Qung co l bt

k loi hnh no ca s hin din khng trc tip ca
hng ha, dch v, t tng n mt nhom ngi
m ngi ta phi tr tin c nhn bit

I. Cc khi nim v qung co

Theo Philip Kotler:

Qung co l mi hnh thc
trnh by gin tip v
khuch trng tng,
sn phm hay dch v c
ngi ti tr xc nh tr
tin.

I. Cc khi nim v qung co

Theo iu 102 -Lut Thng mi Vit Nam 2005:
Qung co thng mi l hot ng xc tin thng
mi ca thng nhn gii thiu vi khch hng v
hot ng kinh doanh hng ha, dch v ca mnh

Qung co l

Hot ng truyn thng trc tip ngi ngi

C mc ch, c trnh by r rng
c ph bin qua mt hay nhiu phng tin
truyn tin
Phi tr tin

II. Vai tr ca qung co

Hip hi qung co th gii dng cu khu hiu: Khi
qung co hot ng, triu ngi s c vic lm
When Advertising does its job, millions of people keep
theirs ni v vai tr qung co.

I have always believed that writing advertisements is the second

most profitable form of writing. The first, of course, is ransom
notes...
Philip Dusenberry

II. Vai tr ca qung co

Qung co i vi nh
sn xut

Qung co i vi ngi
tiu dng

Qung co i vi cc
phng tin truyn thng

Qung co i vi nn
kinh t

Vai tr

10

1. Vai tr qung co i vi nh sx
Qung co l mt cng c Marketing quan trng gip nh
sn xut t c mc tiu truyn thng, mt trong cc
mc tiu ca marketing.
Gip thng tin v sn phm v dch v; to s ch , quan
tm, gi m v to nhu cu cho sn phm mi; tng mc
bn; duy tr nng cao th phn v m rng th trng.
Qung co cn h tr cho cc chnh sch khc trong
chnh sch marketing-mix

11

1. Vai tr qung co i vi nh sx
Qung co cn l cng c cnh tranh v n to p lc
buc nh sn xut nng cao cht lng, ci tin mu
m, h gi bn sn phm, ph b th c quyn, gi uy
tn, gi th phn v xm nhp vo nhng th trng mi.

12

2. Vai tr i vi ngi tiu dng

Qung co trang b cho ngi tiu dng kin thc cn thit
v nhng c hi la chn. ng thi thc y qu trnh
thng mi, tit kim thi gian tm kim v tin bc.
Bo v quyn li ca ngi tiu dng, v qung co to p
lc cnh tranh gia cc doanh nghip ginh v gi chn
khch hng.

13

3. Vai tr
truyn thng

vi

phng

tin

Qung co h tr cho s pht trin ca cc phng

tin truyn thng.
Vi 60 -70% doanh thu t vic qung co cho php
cc phng tin truyn thng tng lng pht hnh,
u t cho vic ci tin ni dung chng trnh, i
mi chng trnh

14

4. Vai tr qung co i vi nn kinh t

Qung co to cng vic cho

nhiu ngi trong ngnh qung
co v c ngoi ngnh.
Qung co cn mang li ngun
thu ng k cho ngn sch quc
gia, gp phn vo s phn thnh
ca t nc v ton cu.

15

NHNG T CHC THAM GIA

VO QU TRNH QUNG CO

Nh qung co
(Client/Advertiser)

Hng qung co
(Advertising agency)

Nh cung ng dch v QC
(Supplier/vender)

Phng tin truyn

thng (Media)

Cng chng
(Audience)

17

I. Nh qung co

(Ch th qung co - Advertiser)

L c nhn hay t chc c nhu cu v b tin ra thc

hin vic qung co cho li ch ca chnh h.
Nh qung co c th l:
Cc cng ty sn xut, 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
C quan chnh quyn, a phng
Cc nhn vt ni ting

18

I. Nh qung co

(Ch th qung co - Advertiser)

Nh qung co chnh l ngi a ra quyt nh v ni

dung qung co, phng tin s dng, ngn sch v
thi gian
Mi thng ip qung co u xut pht t nh qung
co
Mc tiu ca nh qung co l mun tc ng n hnh
vi ca khch hng mc tiu.
Nh qung co s tip xc vi cc cng ty t vn qung
co, hoc lp ra mt b phn qung co ni b thc
hin mc tiu ca mnh

19

Ch s qung co trn doanh s bn

Ch s trong khong t 2% n 10%
Cc cng ty ln thng c ch s cao hn cng ty nh
Ngnh sn phm chm sc c nhn c t l cao hn

20

Advertising-to-Sales Ratios for Select Product Categories

21

Advertising-to-Sales Ratios for Select Product Categories

22

Advertising-to-Sales Ratios for Select Product Categories

23

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

Cng ty t vn qung co l mt t chc kinh doanh
c lp, c nng lc sng to qung co, c kh nng
chun b, xy dng k hoch v thc hin qung co
cho cc ch th qung co
H c chuyn mn cao, k nng tt
H c i ng chuyn vin lnh ngh, nhiu kinh
nghim
Cc cng ty t vn qung co ln:
Th gii: Dentsu, JWT/WPP, Leo Burnett, Young &
Rubicam, Saatchi and Saatchi, Mindshare (U)
Vit Nam: t Vit, StormEyes, VMC, Qung co
tr
24

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

Nhim v ca cng ty t vn qung co
Hiu r mi trng marketing ca ch th qung co:
TCT, th trng, tim nng sn phm v thng
hiu.
Nm vng mc tiu v chin lc qung co ca ch
th qung co
Hiu r ngn sch qung co ca cc n v
Chun b k hoch qung co; Thit k thc hnh cc
mu QC; Kim tra vic pht QC; Tin hnh cc th tc
thanh ton vi khch hng, cc phng tin truyn
thng v nh cung cp.
Phi hp cht ch vi ch th QC m bo hiu qu
ca chng trnh QC
25

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

C CU T CHC

Gim c

Dch v
khch hng

Dch v thit k
sng to

B phn
truyn thng

B phn
qun l

Account service

Creative service

Media Services

Management

26

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

a. B phn dch v khch hng
c bit quan trng = B phn bn hng
Nhim v:

Tm kim khch hng (ch th qung co), m phn, tha

thun hp ng;
Xc nh mc tiu v chin lc sng to vi KH;
iu phi hot ng sng to, truyn thng, phn hi trong
qu trnh t chc qung co

Nhn s chnh:

Account Executive: chuyn vin qung co, nhn vin khai

thc/kinh doanh qung co, nhn vin ph trch khch
hng
Account Supervisor: Gim st nghip v, Gim st ph trch
khch hng
27

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

b. B phn dch v thit k sng to
Khng th thiu = B phn sn xut ca hng
Nhim v: Sng to

Idea/Concept: tng ch o
Campaign: Chin dch qung co
Creative Brief: Bn nh hng sng to
Storyboard, Layout, Artwork, Logo

Nhn s chnh

Creative Director: Gim c sng to

Art Director: Gim c ngh thut
Copywriter: Chuyn gia vit li
Designer, Illustrator: Ha s sng to

Lm vic vi cc nh cung cp bn ngoi nh: in n,

chp hnh, quay phim to ra nhng sn phm c
th cui cng cho ch th qung co
28

II. Cc cng ty t vn qung co

(i l qung co - Advertising Agency)

c. B phn truyn thng
Ch ra i tng mc tiu no m ch th qung co
cn nhm n, s dng chin lc no tc ng
n hnh vi mua, chn phng tin qung co no
mang li hiu qu nht
Nhn vin lp k hoch phng tin media
planner
Nhn vin mua phng tin Media buyer
Nhn vin nghin cu phng tin Media
researcher
d. B phn qun l: iu hnh mi hot ng ca cng ty

29

Phn loi cc cng ty t vn qung co

a. Cng ty qung co trn gi (Full service agency)
Cng ty thc hin y tt c cc dch v qung co
im khc bit ca loi cng ty ny l c th t vn cho
cc nh qung co cch s dng ngn sch qung co
mt cch hiu qu nht
T vn cho chin lc pht trin thng hiu, chin
lc sng to v chin lc truyn thng, cng ty QC
trn gi ng ra i din cho nh qung co thc hin
trn vn tt c cc khu ca hot ng qung co sao
cho t hiu qu cao nht.

30

Phn loi cc cng ty t vn qung co

Cng ty dch v truyn thng i chng (Media
service agency)
Chuyn cung cp dch v qung co trn cc phng
tin truyn thng nh tivi, bo, tp ch, radio, v cc
loi hnh qung co ngoi tri khc.
Cung cp cho Nh qung co cc dch v: Lp chin
lc v k hoch truyn thng; i din cho nh
qung co thng lng mua ch trn bo, i;
Theo di qu trnh qung co v phn tch, nh gi
cc thng tin, d liu thu c sau mi t qung
co. T vn cho nh qung co s dng cc knh
truyn thng mi
31

32

Mi quan h ca Nh qung co v
Cng ty t vn qung co
Mi quan h hnh thnh trn c s hp tc, rng buc ln
nhau theo cc iu khon c gii hn v thi gian v
khng gian, trn c s thng nht nhng quan im v
trnh t theo yu cu ca mi bn (c tnh php l)
Cng ty t vn qung co c nhim v thc hin nhng
mc tiu m nh qung co t ra (theo nhng phn cng
vic thng nht trong hp ng)
Cng ty t vn qung co l i tng trung gian gia nh
qung co v khch hng ca h

33

u im ca cng ty t vn qung co
Cng ty t vn qung co l t chc c lp, khng ph
thuc s hu ca Nh qung co, cc phng tin thng tin
i chng hay lc lng h tr. V vy, c th a ra cch
nhn khch quan v vic kinh doanh ca mt hng m cc
nh qung co khng c c
Cng ty s dng kt hp mt cch c hiu qu nhng nhn
vin kinh doanh v nhn vin sng to, gm: nh qun tr;
k ton vin; nhn vin marketing; nh nghin cu, phn
tch thng tin v th trng; cc nh vn v ha s

34

u im ca cng ty t vn qung co
Nhng cng ty t vn qung co tt c k nng, hiu
bit v kh nng phc v tt c mi nhu cu ca mi
khch hng khc nhau, c kh nng x l cc vn ,
tnh hung marketing bt thng xy ra trong qu trnh
qung co.
Nh vo s chuyn nghip ca mnh m i l qung
co c th tit kim cho mnh cng nh khch hng v
thi gian, tin bc trong qu trnh qung co

35

Hn ch ca cng ty t vn qung co
Cc nh qung co thng phi xc nh chi tr mt
khon chi ph cao (rt cao) c c s phc v ca
cng ty t vn qung co.
Vn v thng tin, lin lc gia nh qung co v i
l qung co c th trm tr, sai lch
S hiu bit v cc thng tin trong ni b doanh nghip
hn ch

36

nh gi kh nng ca cng ty t vn
qung co
Nng lc: Cng ty c kh nng p ng nhu cu ca
doanh nghip? Kh nng ca h c th l g? Mt mnh,
mt yu? Sc sng to ca cng ty nh th no?

Chuyn mn: Chuyn mn marketing, kh nng nm bt

th trng ca cng ty. Kinh nghim lm vic vi khch
hng (Cc loi khch hng thuc lnh vc kinh doanh ca
nh qung co). Kinh nghim gii quyt cc vn kh
khn.

37

nh gi kh nng ca cng ty t vn
qung co
Danh ting: Uy tn, hnh nh, sc mnh thng hiu ca
cng ty t vn qung co trn th trng, s lng khch
hng trung thnh, mi quan h, i tc
Tnh tng ng: mc hp tc, thi ca i ng nhn
vin cng ty vi nh qung co, s tng ng v nhn
thc, trnh , kh nng nm bt thng tin ca nhau
Chi ph: Mc chi ph hiu qu s quyt nh s hp tc ca
hai bn. Chi ph lin quan n cht lng, yu cu ca
cng vic v ph hp vi kh nng ca nh qung co
38

III. Cng ty cung ng dch v QC

(Advertising Service Suppier)
Cng ty cung ng dch v qung co: l nhm cng ty
tham gia vo cc cng on ca qu trnh thit k v
xy dng thng ip cng nh mt s cng vic c th
khc ca qu trnh qung co
Nh qung co d dng xem xt v nh gi cht
lng dch v ngay sau khi dch v c thc hin
(cht lng mt mu thit k, mt poster, mt clip
qung co)

39

Cc loi nh cung ng dch v qung co

Cng ty Thit k To mu v In n: L cc cng ty ng
dng m thut vo qung co.
Do nhu cu ln ca th trng nn loi hnh cng ty
ny chim a s trong cc cng ty cung cp dch v
QC
Cc dch v c th:
Dch v nghin cu th trng
Thit k bao b, nhn hiu, logo
Thc hin cc n phm QC
Cung cp cc dch v in n
Thit k, thc hin cc vt dng h tr bn hng
40

Cc loi nh cung ng dch v qung co

Cng ty cung cp dch v qung co ngoi tri: L cc
cng ty chuyn cung cp dch v QC qua cc Pa-n QC,
bng hiu, hp n, QC trn xe bus, ti trm xe bus,
banner, bng rn
Cng ty lm QC v cc dch v hu k: ngnh lm phim
qung co tr thnh ngnh mang li li nhun cao. Cht
lng ca phim QC ph thuc nhiu vo cc thit b v
trnh chuyn mn ca ngi lm phim.
Cc phng chp nh chuyn nghip: nhng studio chp
nh chuyn nghip c trang b cc my mc chuyn
dng do cc nhip nh gia c tay ngh cao m nhim

41

Cc loi nh cung ng dch v qung co

Cng ty sn xut cc vt phm qung co
Cng ty marketing trc tip: cung cp cc dch v
marketing trc tip ti ngi tiu dng: Direct mail,
telemarketing, door-to-door marketing
Cng ty cung cp cc dch v nghin cu th trng.
Cc s liu v th trng l c s chnh phn tch v
t o a ra cc quyt nh kinh doanh, qung co
Cc loi cng ty khc: Cng ty xy dng (thit k quy
k, gian hng hi ch), cng ty vn ti

42

Mi lin h gia cc t chc

Dng
1

Dng
2

Dng
3

Dch v
trc tip

Dch v
trn goi

Dch v
hn hp

43

Dng 1: Dch v trc tip

u im:
Mi quan h trc tip, nhanh chng
Tit kim chi ph dch v
Nhc im:
Tn thm nhn s theo di, gim st cng vic
Thiu tnh chuyn nghip, nh hng n hiu qu
ca qung co

44

Dng 2: Dch v trn goi

u im:
Mi quan h gin n, nh nhng hn
Tnh chuyn nghip, hiu qu qung co cao
C c hng pht trin chin lc lu di
Nhc im:
Mi quan h gin tip d dn n sai lch thng tin
Tn thm chi ph dch v

45

Dng 3: Dng hn hp

Do thc t cc nh qung co lun mun tit kim chi

ph nn cc cng ty cung ng DVQC c chia nh
thnh nhiu dng DV c th
Ch c DV phc tp mi c giao cho nh t vn QC
46

IV. Phng tin truyn thng - Media

Phng tin truyn thng l cc t chc c iu kin/

kh nng a thng tin (thng ip) ca nh qung co
n cng chng mc tiu ca h
Vic la chn phng tin truyn thng l mt trong
nhng bc c vai tr quan trng i vi s thnh cng
ca mt chin dch qung co. Do vy nh qung co
phi hiu bit su sc v li ch m mi knh truyn
thng em li

47

IV. Phng tin truyn thng - Media

Cc loi phng tin:
Transportation: Phng tin giao thng cng cng
Outdoor, billboard: Ngoi tri, bin QC tm ln
Point of Purchase (POP): Cc quy bn hng
Brochure, Leaflet, Poster: Tp gp, t ri
Packaging: Qung co qua bao b
Mass Media: Cc phng tin truyn thng i chng

48

Thanh ton gia nh qung co v cc

i tc
Khon thu ca cc cng ty qung co nh vo cc ngun
Hoa hng t cc phng tin qung co (Commission).
Mc hoa hng hin nay khong 15%
Phn trm tnh thm trn ha n t hng bn ngoi
(markup charges). Thng tnh khong 15% n 20%
Ph dch v (fees): tnh trn s gi lm vic ca nhn
vin
Khon khen thng (Incentive-based compensation)

49

50

51

V. Cng chng
L i tng tip nhn thng ip qung co
i khi phi tr tin mua phng tin
Chu tc ng ca qu trnh truyn thng
L khch hng tim nng ca nh qung co
L thc o quan trng trong vic nh gi hiu qu
ca cc chin dch truyn thng/qung co
ch hng ti ca cc nh sn xut/kinh doanh dch
v
Thc o trong bn bo gi qung co
Thc o trong vic nh gi phn hi

52

QUY TRNH LP K HOCH

QUNG CO

M hnh 5M trong thit k chng trnh qung co

Mission

Money

Message

Media

Measurement

54

I. MISSION

Mc tiu
thng tin

Mc
tiu
nhc
nh

Mc
tiu
thuyt
phc

55

1. Mc tiu thng tin

Qung co thng tin, to s nhn thc, lm cho khch
hng tim nng bit v s hin din ca sn phm
Thng bo cho th trng bit v
mt sn phm mi
Nu ra nhng cng dng mi
ca sn phm
Thng bo s thay i gi
Un nn li nhng n tng
khng ng
To dng hnh nh ca doanh
nghip

56

2. Mc tiu thuyt phc

Thuyt phc khch hng mua sn phm
Hnh thnh s a thch
nhn hiu
Khuyn khch khch hng
ca i th chuyn sang
nhn hiu ca mnh
Thay i nhn thc v tnh
cht ca sn phm
Thuyt phc ngi mua
dng th v mua ngay

57

3. Mc tiu nhc nh
Phi th hin c s quan tm ca doanh nghip i
vi khch hng
Nhc nh ngi mua s cn n sn phm
Nhc ni c th mua sn phm
Lu gi trong tm tr khch hng sn phm trong thi k
tri ma v

58

II. MONEY
Phng php lp ngn sch qung co
1. Phng php tng t ln trc
2. Phng php phn trm theo doanh thu
3. Phng php theo kh nng ti a
4. Phng php cn bng cnh tranh
5. Phng php cn c vo mc tiu v
nhim v
59

1. Phng php tng t ln trc

u im:
S dng n gin
Ban qun tr d dng chp nhn
Ph hp vi mi trng kinh doanh n nh
Nhc im:
Khng nghin cu mi quan h gia chi ph v li
nhun
B l thi c
Khng nhn thy nhng im khng hiu qu sa
i

60

2. Phng php phn trm doanh thu

u im:
n gin, d c chp nhn
C tnh n nhng thay i th trng
D bo doanh s
Nhc im:
Khng phn nh c mi quan h nhn qu gia
hot ng qung co v doanh s bn
Xc nh kinh ph theo qu tin mt ch khng phi
theo kh nng hin c ca DN
Gy kh khn cho vic lp k hoch di hn
Kh xc nh c t l phn trm bao nhiu l hp
l
61

3. Phng php theo kh nng ti a

Phng php ny ngh rng ngn sch dnh cho
qung co l tt c kh nng ti chnh ca cng ty sau
khi m bo c mt s li nhun c bn no o.
u im:
Ph hp vi kh nng ti chnh ca DN
Chi tiu cho qung co to ra gi tr tng lai
Nhc im:
Khng c tnh n nh v cn tr cho vic hnh thnh
chin lc di hn
Khng tnh ti s tc ng ca truyn thng i vi
lng hng ha tiu th, doanh s bn ra

62

4. Phng php cn bng cnh tranh

Chi ph qung co ca TCT
Chi ph
Th phn d
x
=
qung co
tnh ca DN
Th phn ca TCT
u im: n nh th trng
Nhc im:
Nu cc TCT hoch nh ngn sch ty tin th DN c
th i vo vt xe ny
Khng phc v mc tiu ring ca DN v khng khai thc
c nhng iu kin ring ca DN
Kh thu thp c thng tin y v chnh xc ca
TCT
63

5. Phng php cn c vo mc tiu v

nhim v

Bc 1: Xc nh mc tiu v nhim v c th ca qung co

Bc 2: Xc nh r nhng cng vic cn phi lm t
c nhng mc tiu o
Bc 3: Tnh ton chi ph gii quyt cng vic

64

5. Phng php cn c vo mc tiu v

nhim v
u im:
Nh qun tr qung co ch r chi tit mc tiu l g
Thit lp c mt h thng thng tin o lng
tin
Cung cp thng tin phn hi
Gip cho vic hoch nh chin lc di hn ca
doanh nghip v gia tng tnh ch ng trong vic chi
tiu ngn sch
Nhc im:
p dng kh kh khn: a ra mt mc tiu, DN
phi tin hnh nghin cu nghim tc, c c s, cn
nhiu thi gian v chi ph
65

III. MESSAGE

Khi nim thng ip qung co

Cc yu t quyt nh 1 thng ip
Thng ip
qung co

Quy trnh xy dng thng ip QC

Cc phng php trnh by thng ip

66

1. Khi nim v thng ip qung co

Thng ip qung co l mt thng bo bng t ng,

hnh nh, m thanh (hoc s kt hp cc yu t o)
chuyn ti ca ch th qung co ti cng chng
mc tiu

67

1. Khi nim v thng ip qung co

68

1. Khi nim v thng ip qung co

Lin h: 092 333 66 88

69

1. Khi nim v thng ip qung co

Khi nim mi:
Thng ip qung co l mt thng bo nhm mc ch
nh v ca ch th qung co trong tm tr ca
khch hng.

70

2. Cc yu t quyt nh mt thng ip

a.

i tng mc tiu: l i tng m thng ip nhm

n, thi ca h chnh l vn doanh nghip
quan tm. Doanh nghip phi nm r:
Tui tc, thu nhp, ngh nghip ...
Li sng ca i tng (hot ng, mi quan tm,
kin...)
Qu trnh ra quyt nh ca i tng mc tiu

71

2. Cc yu t quyt nh mt thng ip
b. Sn phm:
Sn phm khng c thuc tnh c trng r rt => a
ra nhng thng ip hnh tng (VD: qung co bia)
Sn phm c tnh nng hot ng khc vi nhng sn
phm khc => a ra nhng thng ip thu ht v
nhng li ch m nhng tnh nng ny mang li
c. Mi trng cnh tranh: Sn phm phi nh v c v tr
c nht trong tm tr khch hng, khi h b tc ng bi
rt nhiu cc yu t cnh tranh khc nhau

72

3. Quy trnh xy dng thng ip qung co

3.1. Quy trnh Young (James Webb Young, ngi M)
Bc 1: Thu thp d liu v cc yu cu v mc tiu
qung co
Bc 2: Qu trnh tiu ha cc d liu phn tch m
x cc yu cu v nhng thng tin c c
Bc 3: Ngng suy ngh v vn . C gng qun ht
mi th lin quan ti vn , cho mi th ra khi ngh
ca bn. y l giai on phn v thc ca bn x l
vn
Bc 4: Sng to ny sinh (t ch h khng, cc
tng xut hin)
Bc 5: nh hnh, thc thi (thc hin tng)
73

3. Quy trnh xy dng thng ip qung co

3.2. Quy trnh chung xy dng thng ip qung co
1

Xc nh
mc tiu
qung
co

Xy
dng
tng
qung
co

Hnh
tng hoa
tng
qung co
(ngn t,
hnh nh,
m
thanh...)

Hnh
thnh ni
dung
thng
ip

Thc
hin
thng
ip
qung
co

74

4. Cc phng php trnh by thng ip

qung co
Bill Bernbach v cng ty qung co huyn thoi Doyle
Dane Bernbach da trn nhng th php biu hin chia
thng ip thnh 14 loi nh sau:
1. Humor

8. Reason why

2. Slice of life

9. News

3. Testimonial

10.Emotion

4. Demontration

11.Endorsement

5. Problem & solution

12.Celebrities

6. Talking head

13.Cartoons

7. Characters

14.Musical Vignetts
75

4. Cc phng php trnh by thng ip

qung co

1.

2.

3.
4.

Humor Qung co tiu lm gy

ci th hin c tnh hay li
ch ca sn phm
Slice of life Ly cm hng t
ngi tht vic tht ngoi i
thng ip QC sng ng
Testimonial NTD pht biu v
cm nhn tt v sn phm
Demontration Th hin im
mnh vt tri hoc im khc
bit ca sn phm
76

4. Cc phng php trnh by thng ip

qung co
5. Problem & solution: Nu vn
v a ra gii php
6. Talking head: Dng mt nhn
vt nh ngi cho hng i
din cho cng ty, gii thiu
trc din vi NTD v cc c
im vt tri ca sn phm
7. Characters: To ra cc nhn
vt i din cho thng hiu
8. Reason why: Ch ra l do ti
sao li mua sn phm
77

4. Cc phng php trnh by thng ip

qung co
9. News: Tin mi v s c o mi m ca sn phm
10. Emotion: Tc ng vo cm xc bng cc tnh hung,
cu chuyn t gi
11. Endorsement: Chng nhn bi chuyn gia
12. Celebrities: Sn phm ca ngi ni ting
13. Cartoons: Dng phim hot hnh vi mt nhn vt k
cu chuyn v sn phm v thng hiu c qung
co
14. Musical Vignetts: Qung co bng mt on phim ca
nhc
78

IV. MEDIA
Chin lc phng tin l s cn nhc la chn cc
phng tin truyn thng thch hp thc hin mc
tiu qung co v chin lc thng ip
Cc yu t nh hng n vic la chn phng tin:
Mc tiu qung co
Chi ph qung co
c im khch hng
Phm vi hot ng ca phng tin
Tn s ca phng tin
c im c gi ca cc phng tin
Phm vi pht hnh ca phng tin
79

V. MEASUREMENT

1. Phng php nghin cu hiu qu truyn thng

Trc nghim trc

Trc nghim sau
2. Phng php nghin cu hiu qu doanh s

Phng php lch s

Phng php thc nghim

80

1. Phng php nghin cu hiu qu

truyn thng
a. Trc nghim trc
nh gi trc tip: Mt nhm khch hng hoc mt
nhm chuyn vin qung co c cho xem mt lot
nhng qung co v c yu cu nh gi chng.
Cc kt qu ny c s dng nh gi mc
ch , c, nhn thc, tc ng v dn n hnh ng.
N cng gip lc ra c nhng mu d.
Trc nghim cp giy: Nhiu khch hng c cho
xem mt cp giy cc mu qung co trong bao lu ty
. Sau o h c hi c th nh c ti a bao
nhiu mu qung co, v o l nhng mu no - c th
ngi hi s h tr hoc khng. Kt qu thu c s
ch r mu no ni bt v ngn t no d hiu, d nh.
81

1. Phng php nghin cu hiu qu

truyn thng
Trc nghim trong phng th nghim: mt s nh nghin
cu dng cc trang thit b ghi nhn phn ng tm
sinh l ca ngi xem i vi mt mu qung co:
nhp tim, huyt p, s dn n ng tTrc nghim ny
o lng c kh nng thu ht ca qung co ch
khng o c nim tin, thi v d nh ca khch

82

1. Phng php nghin cu hiu qu

truyn thng
b. Trc nghim sau
Trc nghim hi tng: Nh nghin cu yu cu nhng
ngi c tip xc vi qung co nh li tt c mu
qung co c truyn thng trong chng trnh va xem.
im s hi tng c s dng o lng kh nng thu
ht ca mu qung co.
Trc nghim xc nhn: c gi s nhn c mt t tp
ch v c yu cu ch ra ci g h thy trc o. Vi
tng mu qung co c ba cp c: C ghi nhn (l t l
s c gi ni h thy mu qung co o trn mt phng
tin no o trc y); thy v lin tng (l t l c
gi ni c ngay sn phm c qung co); c hu
ht (l t l c gi ni rng c thc s hoc gn ht
nhng li qung co).
83

nh gi hiu qu truyn thng

Qung co c thu ht c s ch ca i tng hay khng? (20)
Qung co c lm cho i tng c n tng su sc khng? (20)
Ni dung thng ip c d hiu hay khng? (20)
i tng c a thch sn phm hay khng? (20)
i tng c mun mua v s dng sn phm hay khng? (20)
0

QC km

20

60 gin
Bng
im QCTM
ho
QC cho 40
QC n
QC

thng

T.Bnh

Kh

80

QC Tt

100

Bng cho im QCTM n gin ho

84

2. Phng php nghin cu hiu qu

doanh s
Hiu qu ca qung co v doanh s thng kh o
lng hn hiu qu truyn thng v doanh s chu nh
hng ca nhiu yu t ngoi qung co nh: chng
loi, gi c, cch thc bn, tc ng cnh tranh
Cc phng php o lng:
Phng php lch s: i chiu doanh s v ngn
sch qung co t qu kh ti hin ti theo k thut
thng k tin tin
Phng php thc nghim: trin khai mc chi ph
khc nhau cho cc khu vc th trng v o mc
bin ng doanh s thc t trn o

85

nh gi hiu qu doanh s

SC =

Doanh s bn sau qung co ca doanh nghip

SA =

Tng doanh s ngnh cng k

Chi ph cho chng trnh qung co
Tng chi ph qung co ngnh
=> So snh t l SA/ SC

86

BN YU CU QUNG CO

87

BN YU CU QUNG CO
Bn yu cu qung co l bn hng dn c vit
ra, nu ln cc nguyn tc, cc quy nh, nhng yu cu
v mc tiu c th m mu qung co phi t c
Bn yu cu qung co do Nh qung co vit, l vn
bn yu cu v hng dn cho cc cng ty i l qung
co tin hnh cng vic sng to t hiu qu cao nht.
Bn YCQC cn c tha mn cc yu t sau:
Ngn gn v sc tch
D hiu, r rng v to cm hng
QC phi c c s thuyt phc ngi xem
88

BN YU CU QUNG CO
Nhng ni dung chnh ca bn yu cu qung co
1. Gii thiu v cng ty sn phm.
2. Phn tch SWOT. Ti sao chng ta cn c QC ny?
3. Tnh hnh cnh tranh
4. Mc ch mc tiu ca QC ny l g?
5. Ai l ngi chng ta cn gi thng ip QC ti?
H ang ngh g?
Chng ta mun h s thay i suy ngh ra sao sau khi
xem QC?

89

BN YU CU QUNG CO
6. Thng ip Slogan?
7. Nhng yu t bt buc no cn phi th hin trong QC?
8. Nhng thng tin cn thit khc
9. Ai l ngi chu trch nhim chnh v bn yu cu
qung co ny

90

BN YU CU QUNG CO
1. Gii thiu cng ty Sn phm

2. Phn tch SWOT (c th phn tch v cng ty

hoc sn phm)
V nguyn nhn no phi thc hin chng
trnh qung co?
3. Tnh hnh cnh tranh
Phn tch cc i th cnh tranh trc tip vi cng
ty / sn phm
91

BN YU CU QUNG CO
4. Mc ch-mc tiu ca QC ny l g?
Xy dng mc ch cho chng trnh qung
co.

Mc tiu c th ca qung co trong tng giai

on
(Tung sn phm mi, i mi hnh nh nhn
hiu, khuyn mi, cc vn khc cn t
c)

92

BN YU CU QUNG CO
5. Ai l i tng qung co nhm ti?
Cn xc nh r i tng m qung co nhm ti
M t k chn dung ca h
Mc thu nhp
Mi trng sng
Tm l v hnh vi ca h trc v sau khi xem
chng trnh qung co
93

BN YU CU QUNG CO
6. Thng ip qung co Slogan
Thng ip xuyn sut trong qung co l g?
Slogan? (c th do nh sn xut hoc i l
qung co a ra)

94

BN YU CU QUNG CO
7. Nhng thng tin bt buc phi th hin?
Trong mc ny thng nu nhng quy nh,
tiu chun v:
Mu sc s dng trong qung co?
Kch c
V tr logo?

Nhc iu
Din vin
Ging ni

95

BN YU CU QUNG CO
8. Nhng thng tin cn thit khc?
Gii hn ngn sch
Thi gian thc hin
Phng tin qung co
Khu vc a l thc hin qung co

96

BN YU CU QUNG CO

9. Ai l ngi chu trch nhim chnh v bn

yu cu qung co ny?
Tn ngi chu trch nhim
V tr trong cng ty

97

SNG TO NI DUNG
QUNG CO

98

NI DUNG

1.
2.
3.
4.
5.
6.

Sng to ni dung qung co trn bo in

Sng to ni dung qung co trn pht thanh
Sng to ni dung qung co trn truyn hnh
Qung co ngoi tri v di ng
Sng to ni dung qung co trn Internet
Qung co quc t

99

iu g
quan
trng nht
trong
chin
lc sng
to?
100

100

Concept: tng ch o
Khi qut nht v c trng thng hiu

C ng v thng gi gn trong 1 t hay 1 n gin

101

 Bn yu cu qung co (Advertising Brief): l vn

bn m Khch hng (Client) cung cp cho cng ty i l
qung co (Agency), trong o cha ng nhng thng
tin cn thit, c ng nhm gip Agency hiu c trn
vn nhng yu cu
Khng c c bn yu cu qung co y thng tin
th ngi thc hin d n s d lc ng, dn n
tng xut khng ph hp vi yu cu a ra ban
u ca Client, hao ph thi gian v cng sc

No Brief No Work
102

Ni dung c bn ca mt
Advertising Brief
Project - D n ny l v Print Ads, Sampling, Event hay
Web Design
Client - Tn cng ty
Brand Tn sn phm/dch v
Project Role D n c nm trong chin dch ln no
khng? Nu c th vai tr ca d n l g?
Brand background - Thng tin c bn v thng hiu

103

Ni dung c bn ca mt
Advertising Brief
Objective - Mc tiu quan trng nht ca d n (tng
nhn bit thng hiu, ti nh v)
Target Audience Khch hng mc tiu
Message Thng ip (VD: Sn phm m gi A vi si m
dai hn cc loi khc, gip bn c mt bt m n lin ngon)
Coverage a bn ca d n
Budget Kinh ph
Deadline Thi gian thc hin qung co
104

Qung co trn bo in

105

Quy trnh lm mt qung co bo in

Bn yu cu
qung co

106

Prind Ad: Qung co trn bo in,

tp ch
L mt bn thit k qung co hon chnh, dng
ng ti trn cc phng tin in n nh bo,
tp ch
Cc cch gi:
Mu qung co in
Trang qung co
Qung co bo, tp ch

107

Thut ng: Layout

108

Cc bc thc hin layout

Thumbnail Sketch: l bn nhp din t cc tng qung
co bng nhng hnh nh n gin, d hiu. Mc ch:
Gip ha s nm bt tng mt cch nhanh chng
Th hin r cc tng thit k, t o nh qung co
so snh, la chn ra nhng tng ph hp nht
Rough layout: l bn thit k mu gn hon thin, c
pht trin t nhng bn thumbnail sketch c la chn
v c thit k theo kch c trnh by nh bn in tht
Comprehensive layout: l bn thit k hon chnh, dng
trnh ra cho nh qung co xem xt v nh gi. Nu
c thng qua, bn thit k ny s c em i in n v
pht hnh
109

Thumbnail Sketch

Rough layout

Comprehensive layout
110

1 Thumbnails
2 Roughs
3 Comp

3
111

112

Cc yu t c bn trong 1 thng ip
qung co trn bo in
Headline: Tiu
Subhead: Tiu ph - dn nhp vo ni dung chnh, kt
ni gia body copy v headline
Body copy/text: Phn ni dung chnh ca mu
Visual: Hnh nh c th hin trong mu, c th di
dng nh, tranh, ha
Boxes & Panels: Hp v bng
Slogan/Tag line/Theme line: Khu hiu ca thng hiu,
sn phm
Logo/Logotypes/Signature: Biu trng ca thng hiu,
sn phm
113

Tiu (Headline)

114

Chc nng ca tiu

Thu ht s ch ca c gi (Trong 4 giy u tin)
Dn dt c gi c tip ni dung (Body copy)
Truyn t ton b tng qung co
Ni cho c gi v li ch
Nhn mnh thng hiu
To mi lin h vi khch hng
Gip phn hnh nh (Visuals) c ni bt

115

Cc kiu tiu
Ni v li ch
a ra li ha trc
tip vi khch hng
Gii thiu chng
trnh khuyn mi

116

Cc kiu tiu

Cung cp thng tin

Ci g mi?
Ci g c bit?

117

Cc kiu tiu
Khiu khch:
Khiu khch, gy
s t m cho cng
chng
S dng cch ni
o, p m, tuyn
ngn gy sc

119

119

Cc kiu tiu
Truy vn, dng cu hi
t ra cu hi cho
khch hng
khch hng suy
ngm
Lu : C th l con
dao 2 li

120

120

Cc kiu tiu
Mnh lnh:
Thc gic khch
hng hnh ng
Cn nhc v sc
thi mnh lnh

121

Tiu ph (Subhead)
Tiu ph ong vai tr dn dt c gi t tiu
chnh vo phn ni dung
Thng c trnh by bng kiu ch nh hn kiu
ch trnh by headline, nhng ln hn kiu ch
body copy
C th c in m hoc nhn mnh bng mu khc
C th xut hin trn hoc di headline (Xut hin
trn headline gi l kicker)

122

123

Ni dung chnh (Body copy)

Ni dung chnh l m nh qung co mun truyn t
n cng chng
Thng c trnh by bng kiu ch nh hn kiu ch
headline, subhead.
Thng dng gii thch r hn v tng bn hng,
li ch ca khch hng khi mua/s dng sn phm/dch
v => Lun hng ti cng chng tim nng
Trnh by ngn gn, sc tch, nn i thng vo nhng
iu cn trnh by

124

Hnh nh (Visuals)
Thu ht s ch
D dng thuyt minh u th ca sn phm hn
ngn ng vit thng thng
Gim thiu, thm ch loi b phn ngn ng
khng cn thit

126

127

Vit qung co cho bo in

Ni bng li ch, hng ti con ngi
To ra mi lin lc vi khch hng
Ch tnh linh hot trong di v cu trc cu
S dng ng t thi hin ti:
Chng ti lun c gng
Chng ti c gng hn
Bin tp v c to li trc khi hon thnh
Ti sao phi c to?

128

Nhng iu cn trnh
C nhi nht tt c vo mt mu qung co
Qu ao to ba ln
Trang phc hon ho cho mi bui l
Khoe khoang chnh mnh:
Chng ti vui mng thng bo: Chng ti l hng
u tin m chuyn bay thng ti NewYork
2 chuyn/ngy
Bn c th bay ti NewYork 2 ln/ngy, ngay t
hm nay
Trnh mt s t bng mi gi
Xu, h hng, suy thoi, tht bi, tai ting, hp ng, s
hi, mua bn, gi, kh nhc, chin tranh, tha thun,
ngha v, lo lng, cht, mt mt, sai lm, ngha v, kh
khn, th t

Thit k v trnh by Prind Ad

Quy trnh c ca cng chng

nh Ch thch nh (Visuals - Caption)

Tt Tiu (Headline)
Tiu ph (Subhead)
Ni dung (Body copy)
D n Eye Track on the News (Vin Poynter, M)
- nghin cu v cch thc c bo ca cng chng ch ra mt quy trnh c c tnh ph bin

131

i vi mt bi bo

Ch thch nh

Tiu
Tiu ph
Ni dung
132

133

Lu trong s dng hnh nh

Nguyn tc 1/3
Khng phi ci g cng ng nguyn tc

134

Sng to

135

135

Lu trong s dng ch vit

Quanh vn ch vit: a dng

Qung co tt = Ni dung tt + Hnh thc th
hin ph hp

C chn (Serif)

Khng chn (Sans serif)

136

Ch vng trn nn en
Ch en trn nn vng
Ch trn nn trng
Ch trng trn nn
Ch en trn nn trng
Ch trng trn nn en
Ch xanh lc trn nn trng
Ch trng trn nn xanh lc
Ch xanh da tri trn nn trng
Ch trng trn nn xanh da tri

Hai dng trnh by c bn

IN HOA

In thng

138

Lu khi trnh by: Thng nht v mu sc

139

139

Lu khi trnh by: Thng nht v mu sc

140

141

Qung co trn i pht thanh

142

Quy trnh lm 1 qung co pht thanh

(Radio Commercial - RC)

143

Cu trc ngn ng
di: 10 giy, 15 giy, 30 giy hoc 60 giy
Tc c:
Ting Anh: 6 m tit/giy
Hoc:
10 giy: 20-25 t
20 giy: 40-45 t
30 giy: 60-70 t
60 giy: 130 150 t
Ting Vit: 3 m tit/giy

144

Cu trc thng thng ca RC

1. 1 giy dnh cho khong lng (Silent space)
2. Dn nhp (Xc nh bi cnh)
Ch n hiu qu m thanh c bit
Khng qu 3-5 giy
Hng ti khch hng mc tiu

3. Ni dung chnh: Hi thoi, cu chuyn k, bi ht

4. Ku gi hnh ng: No, hy th khm ph, Gi ngay
cho chng ti, Cn ch g na? (Thi lng khong 2
giy)

5. Slogan (1 giy)
6. Tuyn b bt buc theo quy nh ca chnh ph (Sa m
l tt nht cho s pht trin ca tr s sinh v tr nh)
7. 1 giy khong lng cui
145

Cc k hiu s dng trong vic xy

dng kch bn RC

146

Cc kiu xy dng kch bn RC

Qung co trc tip: Straight Announcement
Thng bo trc tip v sn phm/dch v cn qung co
C th thit k nh mt mu qung co hn hp tin tc
trong mt chng trnh pht thanh
Ngi dn qung co: Presenter Commercial
S dng mt nhn vt c th (Cng chng, ngi ni
ting) gii thiu sn phm v c qung co (M
Tm gii thiu sn phm Pepsi)

147

Cc kiu xy dng kch bn RC

Qung co trn nn nhc, chung ring bit gy n
tng
Ton b thng ip ch l mt ca khc, mt on
nhc giao hng, mt on trng, chung ch dng
ring cho sn phm/thng hiu o (Orion-Chocopie,
Knorr)
To logo bng m nhc (Nokia, Intel)
S dng mt phn ca khc to ra s ghi nh
(Sunsilk)

148

Cc kiu xy dng kch bn RC

Gii quyt vn (Slice of life)
Nhn vt trong kch bn gp vn
C ngi t vn, gii cu bng cch a ra sn phm
qung co
Qung co qua cu chuyn c nhn (Radio Personality)
S dng nhng cu chuyn c nhn gii thiu ni
dung qung co, c th di dng talk show
Tuy nhin, ngi lm qung co phi kim sot c
nhng cu chuyn ca cc nhn vt tham gia qung co
149

Lu khi vit cho qung co pht thanh

T 5-8 giy u tin, khn gi s quyt nh nghe tip hay
khng => To s hp dn ngay t nhng giy u.
Vit cho tai nghe, khng vit cho mt nhn => Khng ly
nguyn phn m thanh ca qung co truyn hnh
chuyn sang pht thanh
Hiu c hiu ng m thanh
m thanh c th gi hnh nh: ting cng ly, ting chim
ht => Cng chng d tng tng
Tuy nhin, m thanh c th gi ra nhiu hnh nh: Cn
ma trong rng = ting tht nng => Xy dng bi
cnh ph hp

150

Lu khi vit cho qung co pht thanh

Nhc sm v nhc thng xuyn n tn nh qung
co (advertiser). Tn sn phm hay dch v c lp i
lp li (3 ln)
Dnh khong thi gian tnh cho cng chng tip cn vo
bi cnh v cu chuyn (giy u, giy cui - ging nh
khong trng cho mt ngh khi c bo).
Nhn mnh vo 1 thng tin quan trng nht, khng nh
xuyn sut mu qung co
Vit n gin v trc tip, v pht thanh ch s dng
cng c h tr duy nht l tai nghe => Mi t, mi cu
phi c gi tr.

151

Lu khi vit cho qung co pht thanh

Hi thoi t nhin, trnh s dng t lng, thut ng
Nhn mnh ti li ch sn phm, nhc li vi cc m
iu khc nhau

Trnh qu nhiu con s => Mi con s phi c

ngha.
Thn trng vi nhng chuyn hi hc.
Khch l cng chng hnh ng.
Kch bn trn giy: Lun lun nht nho =>RC hay
ph thuc rt ln vo kh nng din xut, ging
c, phn cnh, to hiu ng m thanh.

152

Qung co trn truyn hnh

153

Qung co truyn hnh

Thng ip qung co nn cha ng yu t bt ng
Nn cp ti tn nh sn xut, nhn hiu, nhc tn
nhn hiu khong 3 ln
M u ngn gn, trnh by hp dn, sng ng, thm
m cao, t ra ng tin cy
Hp l, hp vn ha a phng

154

c im ca phim qung co
Phim qung co l mt loi hnh qung co rt quan
trng trong cc loi hnh hot ng truyn thng
Phim qung co mang li hiu qu nhanh hn v rng
hn cc loi hnh qung co khc
Ni dung ca phim qung co phi ng nht vi cc
hnh nh v thng ip qung co trn cc phng tin
QC khc (Ngoi tri, bo, pht thanh,...)
Chi ph lm phim qung co v mua thi lng pht
sng QC rt ln => D gy tn tht cho nh qung co
nu phim QC khng hiu qu

155

c im ca phim qung co
Thng c di t 15 giy n 30 giy
Cc cch gi
Commercial, TV Commercial, TVC
TVCM (Television Commercial Message)
TVCF (Television Commercial Film)
TVad (Television Advertisement)
c c 1 TVC: Cn phi c kch bn di dng
tng hoc c vit thnh vn bn

156

Thut ng hay s dng khi sn xut

phim qung co
Client: Khch hng t qung co
Agency: Cng ty thc hin cc dch v qung co theo
n t hng.
Production House: Cng ty sn xut phim qung co
v cc dch v khc c lin quan theo n t hng.
Producer: Nh sn xut, l i din ca Production
House lm vic vi Agency v Client
Target Audience: i tng ca phim qung co hay
bn xem i.
Concept: tng ch o. Mt concept c th pht
trin ra hng triu triu kch bn khc nhau. V d nh
"Ch c th l Heineken" ht nm ny qua nm khc.
157

Thut ng hay s dng khi sn xut

phim qung co
Storyboard: Kch bn qung co c phc ha thnh
hnh v, miu t chi tit cho tng cnh quay. Bn di
mi bc tranh c th c li thuyt minh bng ch
Shooting Board: L bn pht trin chi tit n tng giy
ca Storyboard (Trong Storyboard th t cc cnh l 12-3-4-5-6, th Shooting Board, cc cnh c th thay i
2-4-6-3-5-1...)
Animatic: Phim qung co dng nhp, c thc hin
bng cch chuyn ng ha nhng hnh nh v tay trn
nn m thanh. Thng c s dng kim tra ni
dung thng ip trc khi t chc sn xut, hoc
thuyt trnh cho nh qung co.
158

Thut ng hay s dng khi sn xut

phim qung co
Off-Line: L t ng c ngha TVC quay xong
nhng cha x l nhiu, ch ct rp n gin
kim tra, nhn feedback t pha agency v client.
On-Line: Hnh nh, m thanh, li thoi nhp
mt, sn sng em pht sng hay d thi tranh gii.
On-Air: TVC ang pht sng hay ang chy.
Off-Air: TVC ngng pht sng hay ng ng.
Budget: L tng s tin Client phi chun b chi
cho TVC
159

Storyboard ca ...

160

Storyboard ca ...

161

161

162

162

163

163

164

164

165

165

Nhng kiu sng to qung co

Qung co trc tip (Straight Sell)
Cp thp nht
Thit k n gin, nhm thng bo trc tip ti khch
hng
Thng c s dng qung co cho sn phm
mi
Qun co kiu nhi nht (Hard Sell)
So snh vi mt sn phm v danh nhm to ra hnh
nh u vit hn
So snh vi tnh trng trc khi dng sn phm

166

Nhng kiu sng to qung co

Qung co xc nhn (Endorsement)
S dng nhn vt ni ting kch thch nhu cu tiu
dng.
Nhim v ca nhn chng (testimonial): khuyn mua +
m bo cht lng hng ho
Qung co theo php n d (Metaphor)
Thuyt phc thng qua hnh nh n d.
Thin v cm xc
Thng s dng li n d, cng iu
Yu cu: phi ph hp vi trnh ca a s cng
chng.
167

Nhng kiu sng to qung co

Qung co USP (Unique Selling Proposition: u th
sn phm c nht)
Quan im xut pht: mi sn phm c u im ring
=> Cng b
Thng dng ch duy nht, u tin
Qung co ESP (Emotional Selling Proposition: u
th v mt tnh cm)
Ra i sau s b tc ca USP (sn phm ngy cng
ging nhau, cnh tranh cng khc lit).
Thng cho nhng sn phm m s la chn theo
cm tnh: bt ngt, m n lin, bnh ko...
Li th hin thng vui nhn, km theo bi ht.

168

Nhng kiu sng to qung co

Qung co li sng hay gi tr (Lifestyle)
ngi tiu dng t khuyn khch li bn thn.
Hng vo cng chng thch snh iu, thch khng
nh mnh.
Trng tm: khng hng v thng hiu, m hng
v ngi tiu dng.

169

Lu khi xy dng kch bn qung co

truyn hnh
Thi gian: 15 giy, 30 giy, 1 pht => Hp l vi ngn
sch.
15 - 30 giy: kh lm cho khn gi khc, nhng c th
lm cho khn gi ci => Tn dng kh nng hi hc
bng hnh nh, m thanh c th to ra.
Xy dng concept tt v kch bn c kh nng xuyn
sut cho ton chin dch.
C th tn dng cc yu t biu tng, lch s, truyn
thuyt, tm linh to s lin kt v n tng.
Lu v k thut: Chn c cnh ph hp (Thng
thng: trung cnh => cn cnh), Khng gian trn
khun hnh, tng phn; Li dn khp vi hnh nh,
khng m t li hnh nh.
Chn kiu qung co ph hp.
170

4. Qung co ngoi tri v di ng

Thu ht nhng i tng ang di chuyn

Kt hp trnh by nhn hiu sn phm, logo v biu trng
Kt hp mu sc v thm m trong trang tr
m bo thng ip ngn gn, sc tch

171

171

5. Qung co trn internet

Thit k n gin, bt mt, d nhn

Xut hin tn sn phm hoc dch v
Kt hp hnh nh, mu sc v hiu ng
Thng ip chuyn ti n gin, d hiu

172

172

6. Qung co quc t
Dch gi c kin thc uyn thm v ngn ng a
phng vit li qung co
Dch gi c kin thc chuyn mn v sn phm
Cc ngn t, nim s dng trong qung co phi
c nh ngha theo ting a phng
Trc khi qung co phi c kim nghim bi ngi
a phng v ngn t, vn ha, tp tc...

173

174

MU SC TRONG QUNG CO

I. Tng quan v mu sc

nh sng
Ch th
quan st

i tng
quan st

178

II. Phn loi mu sc

Mu nng: vng
Mu lnh: en, trng
Mu trung tnh: xanh, lam, tm
Ngoi ra cn phn loi theo:
Mu v sc: t mu t nhin, khng th pha ch ra
mu khc
Mu hu sc: t mu t nhin, c th pha ch ra
mu khc: , xanh tm than, da cam
=> S phn loi ny da trn kh nng t to mu
t mu t nhin
179

III. S lin tng t mu sc

S lin tng v nhit : mu , da cam, vng => nng
nc
S lin tng v kch thc: mu lam, mu trng => cho
cm gic rng hn
S lin tng v tm l:
Gam mu nng cho cm gic hng phn, kch thch mnh
Gam mu lnh cho cm gic lnh lng, trm mc v tnh
nghim ngh, nghim tc
Gam mu nh cho cm gic thanh tao, nhn nh
S lin tng n m thanh
Mu , da cam => lin tng n ting vang
Mu ti => lin tng n m thanh c, trm
180

IV. B mt ca cc loi mu sc
1.

Mu
Biu tng la, mu, chin tranh, nguy him, sc mnh
v thm ch l nng lng
Khi chng ta ngh v cm xc, chng ta thy nim am
m, s nng m, tnh yu v hp dn gii tnh
L mu nng ng c ngha l n chuyn ng, tc v
to hng th. Mu c xu hng m rng v i ra khi
b mt gii hn

181

1. Mu
Mu lm huyt p tng, lm cng c v tng nhp th
Mu c s dng cho:
Nhng sn phm phng chy cha chy
Tt c nhng sn phm mnh m nh: xe hi th thao,
thuc l, kem co ru, nc tng lc
Nhng bng thng bo, bng cnh bo

182

1. Mu

=> Mu l mu: m p, nng ng, mnh m nhng

y nguy him, th v, trn y nng lng v am m183

2. Mu xanh l cy
Mu xanh l cy l biu tng ca thin nhin, rau qu,
ti, ti sinh, tng trng, sch s, sc khe, mt m v
tin
Mu xanh l cy m lin quan n ca ci, s giu c,
thanh danh v uy tn trong khi o mu xanh l cy nht l
mu ca bnh tnh, im m, th gin, chng li tnh trng
trm cm, lo u hay cng thng
Mu xanh l cy cng tng trng cho ma qu, bnh tt,
ghen t v ci cht

184

2. Mu xanh l cy
Mu xanh l cy c s dng cho qung co
Sn phm cho sc khe: thuc, vitamin, yoga
ung mt lnh
Qung co trong lnh vc bo him, bnh vin
Sn phm lm sch: Du gi, my git, kem nh rng,
ha cht ty ra,
Thc phm ng lnh, sn phm rau qu ong hp, thuc
l c bit l loi c tm bc h

185

2. Mu xanh l cy

=> Xanh l cy tng

trng cho thin nhin, s
ti sinh, hy vng. L mt
mu tch cc nhng cng
c th tiu cc trong mt
vi trng hp khi n
tng trng cho bnh tt,
k v ci cht

186

3. Mu vng
Mu vng tng trng cho hnh phc, s sng v s
thn thin
Mu vng mang n cm gic m p v rng r
Trong marketing, mu vng tng trng cho gi r
Mu vng thch hp cho cc sn phm lin quan n qu
ng, qu chanh v kem chng nng

187

4. Mu cam
Mu cam to cm gic m p
ca ngn la, ca mt tri, nh
sng v ma thu cng vi nhng
nh hng tm l i km nh s
ho hc, kch thch v s tr
trung ca tui tr
Mu cam thch hp vi cc loi
bnh, nhng mn n c
chun b sn, tht v c chua
c bo qun

188

5. Mu en
Mu en to cm gic mt mt,
cht chc hay au bun, l mu
ca s v vng v khng c
tng lai.
Mu en em n cm gic qu
tc, nt c o, sang trng, s
tao nh v ng cp
Mu en c th lm ni bt tt
c nhng mu sc khc xung
quanh n
Thch hp sn phm cht lng
cao nh nc hoa, t hay
ru vang

6. Mu trng
Mu trng tng trng cho
s trong trng, s hon
ho, hp thi trang, s
ngy th, tui tr, s im
m v yn bnh.
Mu trng l hin thn ca
s sch s c bit khi i
km vi mu xanh dng.
Mu trng thch hp vi tt
c cc mu sc khc v
gip cho cc mu sc o c
cm gic su lng hn v
ton vn hn
190

7. Mu xanh dng
Mu xanh dng l mu ca nim tin, an ton v c
m bo v ti chnh. Mu xanh dng gy lin tng
n cc iu k diu, s t do, cc gic m v tui tr;
to cm gic d chu, hin ha, th gin.
Mu xanh dng thch hp khi s dng cho cc sn
phm ng lnh (to cm gic ong bng), cc loi nc
ung (bia, nc ngt) hay thng hiu sn phm ca
cc c quan ti chnh

191

7. Mu xanh dng
Mu to cm gic lnh nht l khi kt hp mu xanh
xng v mu xanh l cy

192

8. Mu hng
Hng m th hin nng
lng, tr trung, hm hnh v
kch ng
Hng nht gy lin tng ti
s y m, a cm v thm kn
Hng pht l biu tng ca
s lng mn
=> Mu hng thch hp vi
nhng sn phm khng t
tin lm v thuc v thi trang
ca gii tr
193

9. Mu nu
Mu nu tng trng cho mt t,
rng v vy thng ip m n truyn
ti n khch hng l tnh lu bn, n
nh, s m p v thoi mi.
Mu nu l mu ca s nam tnh v
mang tnh ng cp chuyn nghip.
C th ph hp vi bt k sn phm no
dnh cho nam gii.
Tuy nhin mu nu cng d gy lin
tng n mu ca s d bn, ln xn.
L s la chn hp l ca cc hng cng
nghip v vn chuyn bng xe ti
194

10. Nhng mu khc

Mu tm: to cm gic khng lnh mnh, khng thit thc
v bun b. Mu tm t c s dng trong qung co tr
khi bn mun to cm gic sang trng, qu phi cho sn
phm ca mnh
Mu xm: th hin s nghi ng. S nht nht ca n to ra
cm gic s hi, tui gi v ci cht. Mu xm l mu d
bn nht trong cc mu. Tuy nhin, mu xm kim loi th
hin sc mnh, s ring bit v s thnh cng

195

Nhng mu c yu thch nht

+
Yu
thch

Mu xanh dng
Mu
Mu xanh l
Mu tm
Mu cam
Mu vng

196

Qung co mu hay qung

co trng en?

197

V. Qung co mu hay qung co

trng en?
Qung co in mu thu ht c s
ch
Qung co mu lm tng s lng
ngi xem
Qung co mu thng gip ngi
xem d nh hn gp 2 so vi qung
co trng en
Vic s dng qung co mu lm
tng v th v uy tn ca sn phm,
cng ty
Qung co mu gip bn bn sn
phm
Mu sc gip bn ni ln mt s kha
cnh trong thng ip ca mnh
198

V. Qung co mu hay qung co

trng en?
Mu sc em li hi th
ca cuc sng cho phn
hnh nh ca bn

Mu sc gip ngi xem

nhn dng c sn
phm ca bn

199

V. Qung co mu hay qung co

trng en?
Qung co en trng c th mang li hiu qu
nu cng ty a ra nhng mu qung co khi
gi tr tng tng, to cho ngi xem cm
gic c in hay truyn thng

200