{"id":1638,"date":"2014-12-13T09:43:09","date_gmt":"2014-12-13T09:43:09","guid":{"rendered":"https:\/\/kiencang.net\/?p=1638"},"modified":"2022-02-27T21:03:24","modified_gmt":"2022-02-27T14:03:24","slug":"marketing-theo-kieu-truyen-thong-la-gi","status":"publish","type":"post","link":"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/","title":{"rendered":"Marketing theo ki\u1ec3u truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec?"},"content":{"rendered":"\n<p>N\u0103m 2012, ch\u01b0\u01a1ng tr\u00ecnh Super Bowl (Si\u00eau c\u00fap b\u00f3ng b\u1ea7u d\u1ee5c M\u1ef9) \u0111\u00e3 ph\u00e1 v\u1ee1 k\u1ef7 l\u1ee5c ng\u01b0\u1eddi xem v\u1edbi \u01b0\u1edbc t\u00ednh c\u00f3 kho\u1ea3ng 111.3 tri\u1ec7u kh\u00e1n gi\u1ea3 &#8211; l\u01b0\u1ee3ng ng\u01b0\u1eddi xem l\u1edbn nh\u1ea5t trong l\u1ecbch s\u1eed truy\u1ec1n h\u00ecnh M\u1ef9. Nh\u01b0ng \u0111\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea \u0111\u00e1ng ng\u1ea1c nhi\u00ean v\u1ec1 tr\u1eadn b\u00f3ng b\u1ea7u d\u1ee5c l\u1edbn nh\u1ea5t t\u1eebng \u0111\u01b0\u1ee3c ch\u01a1i.<br><br>Theo m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t g\u1ea7n \u0111\u00e2y c\u1ee7a Nielsen, nhi\u1ec1u ng\u01b0\u1eddi xem Super Bowl v\u00ec qu\u1ea3ng c\u00e1o h\u01a1n l\u00e0 cho b\u1ea3n th\u00e2n tr\u00f2 ch\u01a1i. Ch\u1ec9 c\u00f3 49 ph\u1ea7n tr\u0103m ng\u01b0\u1eddi xem ch\u1ee7 y\u1ebfu quan t\u00e2m \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u1ec3 thao, trong khi 51 ph\u1ea7n tr\u0103m n\u00f3i r\u1eb1ng h\u1ecd th\u00edch c\u00e1c qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i h\u01a1n.<\/p>\n\n\n\n<p>Ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh ch\u1ec9 l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 marketing truy\u1ec1n th\u1ed1ng &#8211; th\u1ec3 lo\u1ea1i bao g\u1ed3m m\u1ed9t s\u1ed1 k\u1ef9 thu\u1eadt ti\u1ebfp th\u1ecb th\u1eddi \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh qua th\u1eddi gian. M\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c marketing truy\u1ec1n th\u1ed1ng g\u1ea7n nh\u01b0 \u0111\u00e3 gi\u00e0 c\u1ed7i nh\u01b0 n\u1ec1n v\u0103n minh ri\u00eang c\u1ee7a n\u00f3 th\u1ebf nh\u01b0ng ch\u00fang c\u00f3 v\u1eabn c\u00f2n hi\u1ec7u qu\u1ea3 cho \u0111\u1ebfn t\u1eadn ng\u00e0y h\u00f4m nay.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_60 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >M\u1ee5c l\u1ee5c<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6577d71c4f99e\" ><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6577d71c4f99e\"  type=\"checkbox\" id=\"item-6577d71c4f99e\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/#Marketing_truyen_thong_la_gi\" title=\"Marketing truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec?\">Marketing truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/#Ai_la_nguoi_van_con_su_dung_tiep_thi_truyen_thong\" title=\"Ai l\u00e0 ng\u01b0\u1eddi v\u1eabn c\u00f2n s\u1eed d\u1ee5ng ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng?\">Ai l\u00e0 ng\u01b0\u1eddi v\u1eabn c\u00f2n s\u1eed d\u1ee5ng ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/#Nhung_chien_dich_marketing_truyen_thong_dang_nho_nhat\" title=\"Nh\u1eefng chi\u1ebfn d\u1ecbch marketing truy\u1ec1n th\u1ed1ng \u0111\u00e1ng nh\u1edb nh\u1ea5t\">Nh\u1eefng chi\u1ebfn d\u1ecbch marketing truy\u1ec1n th\u1ed1ng \u0111\u00e1ng nh\u1edb nh\u1ea5t<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/#Cac_thong_ke_thu_vi_ve_marketing_truyen_thong\" title=\"C\u00e1c th\u1ed1ng k\u00ea th\u00fa v\u1ecb v\u1ec1 marketing truy\u1ec1n th\u1ed1ng\">C\u00e1c th\u1ed1ng k\u00ea th\u00fa v\u1ecb v\u1ec1 marketing truy\u1ec1n th\u1ed1ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/#Marketing_truyen_thong_duoc_phat_trien_va_lam_nhu_the_nao\" title=\"Marketing truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?\">Marketing truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_truyen_thong_la_gi\"><\/span>Marketing truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Marketing truy\u1ec1n th\u1ed1ng l\u00e0 m\u1ed9t th\u1ec3 lo\u1ea1i kh\u00e1 r\u1ed9ng, k\u1ebft h\u1ee3p nhi\u1ec1u h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o v\u00e0 marketing. N\u00f3 l\u00e0 m\u1ed9t trong nh\u1eefng h\u00ecnh th\u1ee9c d\u1ec5 nh\u1eadn bi\u1ebft nh\u1ea5t c\u1ee7a marketing, bao g\u1ed3m c\u00e1c qu\u1ea3ng c\u00e1o m\u00e0 ch\u00fang ta th\u1ea5y v\u00e0 nghe m\u1ed7i ng\u00e0y. H\u1ea7u h\u1ebft c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng thu\u1ed9c v\u00e0o m\u1ed9t trong b\u1ed1n lo\u1ea1i: b\u00e1o ch\u00ed, ph\u00e1t thanh &#8211; truy\u1ec1n h\u00ecnh (broadcast marketing), th\u01b0 g\u1eedi tr\u1ef1c ti\u1ebfp v\u00e0 g\u1ecdi \u0111i\u1ec7n tho\u1ea1i.<\/p>\n\n\n\n<p>Marketing th\u00f4ng qua b\u00e1o ch\u00ed l\u00e0 h\u00ecnh th\u1ee9c l\u00e2u \u0111\u1eddi nh\u1ea5t c\u1ee7a ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng. \u0110\u1ecbnh ngh\u0129a m\u1ed9t c\u00e1ch gi\u1ea3n l\u01b0\u1ee3c th\u00ec \u0111\u00f3 l\u00e0 qu\u1ea3ng c\u00e1o \u1edf d\u1ea1ng gi\u1ea5y, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng t\u1eeb th\u1eddi c\u1ed5 \u0111\u1ea1i, khi ng\u01b0\u1eddi Ai C\u1eadp t\u1ea1o ra th\u00f4ng \u0111i\u1ec7p b\u00e1n h\u00e0ng v\u00e0 t\u1ea1o c\u00e1c poster b\u1eb1ng gi\u1ea5y c\u00f3i d\u00e1n tr\u00ean t\u01b0\u1eddng. Ng\u00e0y nay, marketing qua b\u00e1o ch\u00ed th\u01b0\u1eddng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn kh\u00f4ng gian qu\u1ea3ng c\u00e1o tr\u00ean b\u00e1o, t\u1ea1p ch\u00ed, b\u1ea3n tin, v\u00e0 c\u00e1c v\u1eadt li\u1ec7u in kh\u00e1c c\u00f3 th\u1ec3 ph\u00e2n ph\u1ed1i.<\/p>\n\n\n\n<p>Broadcast marketing bao g\u1ed3m c\u00e1c qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh v\u00e0 \u0111\u00e0i ph\u00e1t thanh. Ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t s\u00f3ng truy\u1ec1n thanh \u0111\u00e3 c\u00f3 t\u1eeb nh\u1eefng n\u0103m 1900, v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t thanh th\u01b0\u01a1ng m\u1ea1i \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi qu\u1ea3ng c\u00e1o &#8211; ph\u00e1t s\u00f3ng v\u00e0o ng\u00e0y 2 th\u00e1ng 11, n\u0103m 1920. Truy\u1ec1n h\u00ecnh, b\u01b0\u1edbc ti\u1ebfp theo trong c\u00f4ng ngh\u1ec7 gi\u1ea3i tr\u00ed, \u0111\u00e3 nh\u1ea3y v\u00e0o th\u1ebf gi\u1edbi qu\u1ea3ng c\u00e1o nhanh h\u01a1n, m\u1ea5t kh\u00f4ng t\u1edbi m\u01b0\u1eddi n\u0103m k\u1ec3 t\u1eeb l\u00fac th\u00e0nh l\u1eadp cho \u0111\u1ebfn khi ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh th\u01b0\u01a1ng m\u1ea1i \u0111\u1ea7u ti\u00ean l\u00ean s\u00f3ng v\u00e0o n\u0103m 1941.<\/p>\n\n\n\n<p>G\u1eedi th\u01b0 tr\u1ef1c ti\u1ebfp s\u1eed d\u1ee5ng t\u00e0i li\u1ec7u in nh\u01b0 b\u01b0u thi\u1ebfp, s\u00e1ch qu\u1ea3ng c\u00e1o (brochures), th\u01b0, catalog, t\u1edd r\u01a1i v\u00e0 g\u1eedi qua \u0111\u01b0\u1eddng b\u01b0u \u0111i\u1ec7n \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng. M\u1ed9t trong nh\u1eefng v\u00ed d\u1ee5 s\u1edbm nh\u1ea5t v\u00e0 n\u1ed5i ti\u1ebfng nh\u1ea5t v\u1ec1 vi\u1ec7c \u00e1p d\u1ee5ng g\u1eedi th\u01b0 tr\u1ef1c ti\u1ebfp l\u00e0 c\u00e1c Catalog Sears &#8211; l\u1ea7n \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c g\u1eedi t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong n\u0103m 1888.<\/p>\n\n\n\n<p>Cu\u1ed1i c\u00f9ng, marketing qua \u0111i\u1ec7n tho\u1ea1i, l\u00e0 vi\u1ec7c g\u1ecdi tr\u1ef1c ti\u1ebfp t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 thuy\u1ebft ph\u1ee5c h\u1ecd mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. \u0110\u00e2y l\u00e0 h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb \u0111ang t\u1ea1o ra m\u1ed9t s\u1ed1 tranh c\u00e3i trong th\u1eddi hi\u1ec7n \u0111\u1ea1i, v\u1edbi r\u1ea5t nhi\u1ec1u c\u00f4ng ty qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng chi\u1ebfn thu\u1eadt b\u00e1n h\u00e0ng t\u1ea5n c\u00f4ng. Ch\u00ednh ph\u1ee7 li\u00ean bang Hoa K\u1ef3 \u0111\u00e3 th\u00f4ng qua lu\u1eadt nghi\u00eam ng\u1eb7t v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i \u0111\u1ec3 ch\u1ed1ng l\u1ea1i m\u1ed9t s\u1ed1 k\u1ef9 thu\u1eadt n\u00e0y.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ai_la_nguoi_van_con_su_dung_tiep_thi_truyen_thong\"><\/span>Ai l\u00e0 ng\u01b0\u1eddi v\u1eabn c\u00f2n s\u1eed d\u1ee5ng ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>B\u1edfi v\u00ec n\u00f3 bao g\u1ed3m r\u1ea5t nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c nhau, g\u1ea7n nh\u01b0 m\u1ecdi c\u00f4ng ty b\u00e1n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u1ec1u s\u1eed d\u1ee5ng m\u1ed9t ho\u1eb7c nhi\u1ec1u lo\u1ea1i ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng nh\u01b0 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o t\u1ed5ng th\u1ec3. \u0110\u1ed1i v\u1edbi h\u1ea7u h\u1ebft c\u00e1c ph\u1ea7n, h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb c\u00f3 s\u1eb5n c\u1ee7a c\u00f4ng ty.<\/p>\n\n\n\n<p>C\u00e1c c\u00f4ng ty t\u1ea7m trung v\u00e0 c\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1eed d\u1ee5ng qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh. Qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh th\u01b0\u1eddng l\u00e0 h\u00ecnh th\u1ee9c \u0111\u1eaft ti\u1ec1n nh\u1ea5t trong marketing, v\u1edbi gi\u00e1 c\u1ea3 t\u00f9y thu\u1ed9c v\u00e0o th\u1eddi \u0111i\u1ec3m qu\u1ea3ng c\u00e1o, \u0111\u1ed9 d\u00e0i v\u00e0 n\u1ed9i dung ch\u01b0\u01a1ng tr\u00ecnh. V\u00ed d\u1ee5, qu\u1ea3ng c\u00e1o d\u00e0i 30 gi\u00e2y trong Super Bowl n\u0103m 2012 c\u00f3 gi\u00e1 kho\u1ea3ng 3,5 tri\u1ec7u USD, t\u1ee9c l\u00e0 h\u01a1n 100 ng\u00e0n USD cho m\u1ed7i gi\u00e2y v\u00e0 \u0111\u00f3 l\u00e0 con s\u1ed1 ch\u01b0a bao g\u1ed3m chi ph\u00ed s\u1ea3n xu\u1ea5t.<\/p>\n\n\n\n<p>C\u00e1c c\u00f4ng ty l\u1edbn c\u0169ng s\u1eed d\u1ee5ng th\u01b0 tr\u1ef1c ti\u1ebfp th\u01b0\u1eddng xuy\u00ean h\u01a1n, nh\u01b0 thi\u1ebft k\u1ebf, in \u1ea5n, v\u00e0 c\u00e1c chi ph\u00ed g\u1eedi th\u01b0 c\u00f3 th\u1ec3 kh\u00e1 l\u1edbn. Doanh nghi\u1ec7p v\u1eeba v\u00e0 l\u1edbn th\u01b0\u1eddng s\u1eed d\u1ee5ng t\u1ea5t c\u1ea3 c\u00e1c h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng trong h\u00ecnh th\u1ee9c n\u00e0y ho\u1eb7c h\u00ecnh th\u1ee9c kh\u00e1c.<\/p>\n\n\n\n<p>Doanh nh\u00e2n v\u00e0 doanh nghi\u1ec7p nh\u1ecf, nh\u1eefng ng\u01b0\u1eddi th\u01b0\u1eddng c\u00f3 ng\u00e2n s\u00e1ch marketing h\u1ea1n ch\u1ebf, ph\u1ea7n l\u1edbn s\u1eed d\u1ee5ng ti\u1ebfp th\u1ecb tr\u00ean c\u00e1c b\u00e1o in ho\u1eb7c b\u1ea3n tin \u0111\u1ec3 h\u01b0\u1edbng \u0111\u1ebfn qu\u1ea3ng c\u00e1o cho kh\u00e1ch h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng. Nhi\u1ec1u doanh nghi\u1ec7p c\u0169ng \u0111\u1eb7t qu\u1ea3ng c\u00e1o ph\u00e1t thanh \u0111\u1ecba ph\u01b0\u01a1ng. M\u1ed9t s\u1ed1 s\u1eed d\u1ee5ng th\u01b0 tr\u1ef1c ti\u1ebfp, v\u00e0 m\u1ed9t s\u1ed1 \u00edt kh\u00e1c c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ti\u1ebfp th\u1ecb qua \u0111i\u1ec7n tho\u1ea1i.<\/p>\n\n\n\n<p>Trong khi qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh th\u01b0\u01a1ng m\u1ea1ng th\u01b0\u1eddng v\u01b0\u1ee3t qu\u00e1 ph\u1ea1m vi ng\u00e2n s\u00e1ch cho ph\u00e9p c\u1ee7a c\u00e1c c\u00f4ng ty nh\u1ecf, truy\u1ec1n h\u00ecnh c\u00e1p \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u00e3 th\u1ef1c hi\u1ec7n qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh d\u1ec5 ti\u1ebfp c\u1eadn h\u01a1n \u0111\u1ed1i v\u1edbi nhi\u1ec1u lo\u1ea1i h\u00ecnh doanh nghi\u1ec7p, v\u1edbi chi ph\u00ed v\u1eadn h\u00e0nh th\u1ea5p nh\u1ea5t l\u00e0 $ 15 cho 30s qu\u1ea3ng c\u00e1o, c\u1ed9ng v\u1edbi chi ph\u00ed s\u1ea3n xu\u1ea5t.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhung_chien_dich_marketing_truyen_thong_dang_nho_nhat\"><\/span>Nh\u1eefng chi\u1ebfn d\u1ecbch marketing truy\u1ec1n th\u1ed1ng \u0111\u00e1ng nh\u1edb nh\u1ea5t<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>C\u00e1c chi\u1ebfn d\u1ecbch marketing truy\u1ec1n th\u1ed1ng th\u01b0\u1eddng c\u00f3 l\u1ee3i th\u1ebf v\u1ec1 s\u1ee9c s\u1ed1ng. N\u00f3 c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng, v\u00e0 ngay l\u1eadp t\u1ee9c quen thu\u1ed9c v\u1edbi h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi. N\u0103m chi\u1ebfn d\u1ecbch \u0111\u00e1ng nh\u1edb nh\u1ea5t c\u1ee7a th\u1ebf k\u1ef7 20, theo m\u1ea1ng l\u01b0\u1edbi truy\u1ec1n h\u00ecnh NBC, l\u00e0:<\/p>\n\n\n\n<ol><li>McDonalds: \u201cYou deserve a break today\u201d<\/li><li>Nike: &#8220;Just Do It&#8221;<\/li><li>Marlboro&#8217;s \u201cMarlboro Man\u201d<\/li><li>Coca-Cola: \u201cThe pause that refreshes\u201d<\/li><li>Volkswagen: \u201cThink Small\u201d<\/li><\/ol>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cac_thong_ke_thu_vi_ve_marketing_truyen_thong\"><\/span>C\u00e1c th\u1ed1ng k\u00ea th\u00fa v\u1ecb v\u1ec1 marketing truy\u1ec1n th\u1ed1ng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>Trong n\u0103m 2011, truy\u1ec1n h\u00ecnh v\u1eabn l\u00e0 h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3 nh\u1ea5t, v\u1edbi doanh thu qu\u1ea3ng c\u00e1o cao nh\u1ea5t t\u1ea1i Hoa K\u1ef3 &#8211; t\u1ed5ng c\u1ed9ng l\u00e0 78.5 t\u1ec9 \u0111\u00f4.<\/li><li>T\u1ea1i Anh, 57% ng\u01b0\u1eddi d\u00f9ng cho r\u1eb1ng qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh c\u00f3 c\u00e1c t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t. \u0110\u1ee9ng th\u1ee9 hai l\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean b\u00e1o &#8211; v\u1edbi ch\u1ec9 15%.<\/li><li>Qu\u1ea3ng c\u00e1o tr\u00ean radio t\u1ea1o ra h\u01a1n 17 t\u1ef7 USD v\u00e0o doanh thu qu\u1ea3ng c\u00e1o trong n\u0103m 2011. \u0110\u00e2y l\u00e0 h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o \u00edt b\u1ecb b\u1ecf qua nh\u1ea5t, v\u1edbi g\u1ea7n 70% s\u1ed1 ng\u01b0\u1eddi nghe v\u1eabn tr\u00ean k\u00eanh khi c\u00f3 qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i xu\u1ea5t hi\u1ec7n so v\u1edbi truy\u1ec1n h\u00ecnh cao th\u1ee9 hai, v\u1edbi ch\u1ec9 20% ng\u01b0\u1eddi xem v\u1eabn ch\u00fa \u00fd.<\/li><li>Qu\u1ea3ng c\u00e1o in t\u1ea1o ra g\u1ea7n 30 t\u1ef7 USD doanh thu qu\u1ea3ng c\u00e1o m\u1ed7i n\u0103m. Trong khi doanh thu cho c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng in \u1ea5n \u0111\u00e3 gi\u1ea3m nh\u1eb9 th\u00ec doanh thu tr\u1ef1c tuy\u1ebfn l\u1ea1i t\u0103ng, h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb n\u00e0y v\u1eabn c\u00f3 hi\u1ec7u qu\u1ea3 l\u1edbn cho nhi\u1ec1u doanh nghi\u1ec7p.<\/li><\/ul>\n\n\n\n<p>Ngu\u1ed3n: Nielsen<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_truyen_thong_duoc_phat_trien_va_lam_nhu_the_nao\"><\/span>Marketing truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>C\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 ph\u00e1t tri\u1ec3n m\u1ed9t k\u1ebf ho\u1ea1ch marketing truy\u1ec1n th\u1ed1ng r\u1ea5t kh\u00e1c nhau, n\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng v\u00e0 c\u00e1c lo\u1ea1i h\u00ecnh kinh doanh. Trong m\u1ed9t s\u1ed1 c\u00f4ng ty, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c doanh nghi\u1ec7p nh\u1ecf, to\u00e0n b\u1ed9 nh\u00e2n vi\u00ean s\u1ebd \u0111\u00f3ng g\u00f3p v\u00e0o vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c hi\u1ec7n. C\u00e1c c\u00f4ng ty l\u1edbn th\u01b0\u1eddng c\u00f3 b\u1ed9 ph\u1eadn ti\u1ebfp th\u1ecb d\u00e0nh ri\u00eang cho vi\u1ec7c t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng marketing truy\u1ec1n th\u1ed1ng.<\/p>\n\n\n\n<p>B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ed9t k\u1ebf ho\u1ea1ch l\u00e0 l\u1ef1a ch\u1ecdn h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o, b\u1ea1n mu\u1ed1n s\u1eed d\u1ee5ng in \u1ea5n, ph\u00e1t thanh truy\u1ec1n h\u00ecnh, th\u01b0 tr\u1ef1c ti\u1ebfp, hay li\u00ean h\u1ec7 qua \u0111i\u1ec7n tho\u1ea1i? L\u1ef1a ch\u1ecdn n\u00e0y ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e2n s\u00e1ch v\u00e0 c\u00e1c th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb c\u1ea7n truy\u1ec1n \u0111\u1ea1t. V\u00ed d\u1ee5, m\u1ed9t c\u1eeda h\u00e0ng th\u00f4ng b\u00e1o b\u00e1n h\u00e0ng s\u1ebd s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u00e1c \u0111\u1ed9ng ngay l\u1eadp t\u1ee9c nh\u01b0 ph\u00e1t thanh truy\u1ec1n h\u00ecnh ho\u1eb7c b\u00e1o ch\u00ed, trong khi m\u1ed9t doanh nghi\u1ec7p tung ra m\u1ed9t chi\u1ebfn d\u1ecbch n\u00e2ng cao nh\u1eadn th\u1ee9c chung c\u00f3 th\u1ec3 ch\u1ecdn th\u01b0 tr\u1ef1c ti\u1ebfp, c\u00e1i n\u1eb1m trong tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1eddi gian d\u00e0i.<\/p>\n\n\n\n<p>\u0110\u1ec3 th\u1ef1c hi\u1ec7n marketing d\u01b0\u1edbi h\u00ecnh th\u1ee9c ph\u00e1t thanh truy\u1ec1n h\u00ecnh ho\u1eb7c b\u00e1o ch\u00ed, doanh nghi\u1ec7p ph\u1ea3i s\u1eafp x\u1ebfp \u0111\u1ec3 mua kh\u00f4ng gian qu\u1ea3ng c\u00e1o. Th\u1eddi gian c\u1ee7a b\u01b0\u1edbc n\u00e0y ph\u1ee5 thu\u1ed9c v\u00e0o th\u1eddi gian ch\u1edd, ho\u1eb7c m\u1ee9c \u0111\u1ed9 cao c\u1ea5p c\u1ee7a kh\u00f4ng gian qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c mua (tr\u00ean truy\u1ec1n h\u00ecnh m\u1ed9t s\u1ed1 gi\u1edd g\u1ecdi l\u00e0 gi\u1edd v\u00e0ng c\u00f3 chi ph\u00ed qu\u1ea3ng c\u00e1o r\u1ea5t \u0111\u1eaft v\u00e0 c\u1ea1nh tranh cao v\u00ec c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi xem; t\u01b0\u01a1ng t\u1ef1 tr\u00ean b\u00e1o, m\u1ed9t s\u1ed1 v\u1ecb tr\u00ed n\u1ed5i b\u1eadt &#8211; d\u1ec5 ch\u00fa \u00fd c\u0169ng v\u1eady). M\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng in \u1ea5n, nh\u01b0 t\u1ea1p ch\u00ed c\u00f3 l\u01b0\u1ee3ng xu\u1ea5t b\u1ea3n l\u1edbn, c\u00f3 th\u1ec3 c\u00f3 y\u00eau c\u1ea7u l\u00ean l\u1ecbch tr\u01b0\u1edbc v\u00e0i tu\u1ea7n. V\u00ed d\u1ee5, m\u1ed9t qu\u1ea3ng c\u00e1o tr\u00ean t\u1ea1p ch\u00ed Sports Illustrated ph\u1ea3i h\u1eb9n \u00edt nh\u1ea5t n\u0103m tu\u1ea7n tr\u01b0\u1edbc \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed cao c\u1ea5p. C\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c c\u00f3 th\u1eddi gian ng\u1eafn h\u01a1n, v\u1edbi m\u1ed9t s\u1ed1 t\u1edd b\u00e1o h\u1ecd cho ph\u00e9p \u0111\u1eb7t qu\u1ea3ng c\u00e1o v\u00e0o ngay ng\u00e0y h\u00f4m sau.<\/p>\n\n\n\n<p>S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c ki\u1ec3u ti\u1ebfp th\u1ecb c\u0169ng kh\u00e1c nhau t\u00f9y thu\u1ed9c v\u00e0o h\u00ecnh th\u1ee9c. C\u00e1c chi\u1ebfn d\u1ecbch marketing s\u1eed d\u1ee5ng th\u01b0 tr\u1ef1c ti\u1ebfp v\u00e0 b\u00e1o ch\u00ed \u0111\u00f2i h\u1ecfi ph\u1ea3i thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda v\u00e0 copywriting. \u0110\u1ed1i v\u1edbi ti\u1ebfp th\u1ecb qua \u0111i\u1ec7n tho\u1ea1i, c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o ph\u1ea3i vi\u1ebft k\u1ecbch b\u1ea3n cho c\u00e1c \u0111\u1ea1i di\u1ec7n b\u00e1n h\u00e0ng (ho\u1eb7c cho c\u00e1c c\u00f4ng ty \u0111i\u1ec7n tho\u1ea1i thu\u00ea ngo\u00e0i) \u0111\u1ec3 h\u1ecd l\u00e0m theo. Qu\u1ea3ng c\u00e1o radio c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t ho\u1eb7c ghi tr\u01b0\u1edbc, ho\u1eb7c ch\u1ec9 c\u1ea7n c\u00f3 tr\u01b0\u1edbc k\u1ecbch b\u1ea3n v\u00e0 \u0111\u1ecdc tr\u1ef1c ti\u1ebfp sau \u0111\u00f3. Cu\u1ed1i c\u00f9ng, qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh, c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c vi\u1ebft b\u1edfi b\u1ed9 ph\u1eadn marketing v\u00e0 s\u1ea3n xu\u1ea5t b\u1edfi ch\u00ednh c\u00f4ng ty, ho\u1eb7c giao kho\u00e1n cho c\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t.<\/p>\n\n\n\n<p>(Ki\u1ebfn c\u00e0ng l\u01b0\u1ee3c d\u1ecbch t\u1eeb b\u00e0i vi\u1ebft Traditional Marketing c\u1ee7a marketing-schools.org &#8211; c\u00f3 th\u00eam m\u1eafm d\u1eb7m mu\u1ed1i)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u0103m 2012, ch\u01b0\u01a1ng tr\u00ecnh Super Bowl (Si\u00eau c\u00fap b\u00f3ng b\u1ea7u d\u1ee5c M\u1ef9) \u0111\u00e3 ph\u00e1 v\u1ee1 k\u1ef7 l\u1ee5c ng\u01b0\u1eddi xem v\u1edbi \u01b0\u1edbc t\u00ednh c\u00f3 kho\u1ea3ng 111.3 tri\u1ec7u kh\u00e1n gi\u1ea3 &#8211; l\u01b0\u1ee3ng ng\u01b0\u1eddi xem l\u1edbn nh\u1ea5t trong l\u1ecbch s\u1eed truy\u1ec1n h\u00ecnh M\u1ef9. Nh\u01b0ng \u0111\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea \u0111\u00e1ng ng\u1ea1c nhi\u00ean v\u1ec1 tr\u1eadn b\u00f3ng &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing theo ki\u1ec3u truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec? &#8226; Ki\u1ebfn c\u00e0ng<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kiencang.net\/marketing-theo-kieu-truyen-thong-la-gi\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing theo ki\u1ec3u truy\u1ec1n th\u1ed1ng l\u00e0 g\u00ec? &#8226; Ki\u1ebfn c\u00e0ng\" \/>\n<meta property=\"og:description\" content=\"N\u0103m 2012, ch\u01b0\u01a1ng tr\u00ecnh Super Bowl (Si\u00eau c\u00fap b\u00f3ng b\u1ea7u d\u1ee5c M\u1ef9) \u0111\u00e3 ph\u00e1 v\u1ee1 k\u1ef7 l\u1ee5c ng\u01b0\u1eddi xem v\u1edbi \u01b0\u1edbc t\u00ednh c\u00f3 kho\u1ea3ng 111.3 tri\u1ec7u kh\u00e1n gi\u1ea3 &#8211; l\u01b0\u1ee3ng ng\u01b0\u1eddi xem l\u1edbn nh\u1ea5t trong l\u1ecbch s\u1eed truy\u1ec1n h\u00ecnh M\u1ef9. 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