Ky Thuat Quang Cao 857

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Transcript of Ky Thuat Quang Cao 857

TRNG CQT KENT (C-TP.HCM) BI GING

K THUT QUNG CO

GV : MBA.Phm Ngc Phng E.M : thsngocphuong@yahoo.com.vn : thayphuongqtkd2@gmail.com

NM 2009-LU HNH NI B -

K THUT QUNG CO

Chng 1: TNG QUAN V HOT NG QUNG CO Chng 2: QUI TRNH LP K HOCH QUNG CO Chng 3. HOCH NH CHIN LC SNG TO Chng 4. PHT TRIN CHIN LC SNG TO Chng 5: TRIN KHAI CHIN LC SNG TO Chng 6: CHIN THUT SNG TO Chng 7: CC LOI HNH QUNG CO PH BIN V CC PHNG TIN QUNG CO

chng 1: TNG QUAN V HOT NG QUNG COinh nghia v qung co Vai tr cua qung co Muc tiu cua qung co Cac t chc tham gia vao hot ng qung cao 5. Nguyn l hot ng cua qung cao 6. Tac ng cua qung cao 1. 2. 3. 4.

1.inh nghia v qung co Theo Hip hi Marketing M (AMA): Qung cao la bt k loi hnh nao cua s hin din khng trc tip cua hang ha, dich vu, t tng n mt nhm ngi ma ngi ta phi tr tin nhn bit ngi qung cao

Theo Philip Kotler: Qung cao la bt k hnh thc trnh bay phi ca nhn va c ng cho tng, sn phm hay dich vu va do ngi tai tr c xac inh tr tin.

Theo iu 102 -Lut Thng mi Vit Nam 2005:Qung cao thng mi la hot ng xc tin thng mi cua thng nhn gii thiu vi khach hang v hot ng kinh doanh hang ha, dich vu cua mnh

Qung co la hnh thc tuyn truyn, gii thiu thng tin v sn phm, dich vu, cng ty hay tng. (T in wikipedia) Qung cao la nhng n lc nhm tac ng ti hanh vi, thi quen mua hang cua ngi tiu dng hay khach hang bng cach cung cp nhng thng ip ban hang theo cach thuyt phuc v sn phm hay dich vu cua ngi ban.

Trong cac loi hnh truyn thng marketing nh khuyn mi (sales promotion), quan h cng chng (public relations), bn hng c nhn (personal selling), tip thi trc tip (direct marketing), t chc s kin (events), truyn thng ti im ban hang (e-comunication), qung co l mt hnh thc truyn thng marketing hu hiu nht.

1. 2. 3. 4.

5.6.

phn bit gia qung cao vi cac hnh thc truyn thng khac, chng ta thng da trn 6 yu t xac inh. - Qung cao la mt hnh thc truyn thng c tr tin thc hin - Ngi chi tr cho ni dung qung cao la mt tac nhn c xac inh - Ni dung qung cao nhm thuyt phuc hoc to nh hng tac ng vao ngi mua hang - Thng ip qung cao c th c chuyn n khach hang bng nhiu phng tin truyn thng khac nhau - Qung cao tip cn n mt i b phn khach hang tim nng. - Qung cao la mt hot ng truyn thng marketing phi ca th

2.Vai tr ca qung co Hip hi qung cao 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 cao.

1. Vai tr qung cao i vi nha sn xut 2. Vai tr qung cao i vi ngi tiu dng 3. Vai tr qung cao i vi cac phng tin truyn thng 4. Phm vi rng hn -vai tr qung cao i vi nn kinh t

1/Vai tr qung cao i vi nha sn xut Qung cao la mt cng cu Marketing quan trng gip nha sn xut t c muc tiu truyn thng, mt trong cac muc tiu cua marketing. Gip thng tin v sn phm, dich vu, to s ch , quan tm, gi m va to nhu cu cho sn phm mi, tng mc ban, duy tr nng cao thi phn va m rng thi trng.

Qung cao cn h tr cho cac chnh sach khac trong chnh sach marketing mix nh thng tin cho khach hang bit v ia im phn phi, cac iu kin mua ban, thng tin va to s khac bit cho sn phm, xy dng nhn thc v sn phm, hay la qua qung cao thng tin v chnh sach gia c hay cac chng trnh khuyn mi cua doanh nghip.

Qung cao cn la cng cu cnh tranh v n to ap lc buc nha sn xut nng cao cht lng, ci tin mu m, h gia ban sn phm, pha b th c quyn, gi uy tn, gi thi phn va xm nhp vao nhng thi trng mi.

2/Vai tr qung co i vi ngi tiu dng Qung cao cung cp thng tin v sn phm, trang bi cho ngi tiu dng kin thc cn thit, nhng c hi la chn, ngi tiu dng s khng lc hu trong mua sm. ng thi thc y qua trnh thng mi, tit kim thi gian tm kim, mua sm va tin bc. Qung cao cn gip bo v quyn li cua ngi tiu dng, v qua qung cao to ap lc cnh tranh gia cac doanh nghip gianh ly va gi chn khch hng.

3/Vai tr qung cao i vi cac phng tin truyn thng Qung cao h tr cho s phat trin cua cac phng tin truyn thng. Vi 60 -70% doanh thu t vic qung cao cho php cac phng tin truyn thng ci tin cac chng trnh cua mnh. Nh ngun thu nay, cac phng tin truyn thng tng lng phat hanh, u t cho vic ci tin ni dung chng trnh va cng chng d dang tip cn cac t bao, tp ch hay cac ai truyn hnh hn.

4/Phm vi rng hn -vai tr qung cao i vi nn kinh t Xt kha cnh vi m, nh trn ni: khi hot ng qung cao, triu ngi c vic lam, qung cao lin quan n nhiu i tng va nhiu linh vc nh: truyn thng, nghin cu thi trng, ngh thut, giao t, marketing Nh vy qung cao to cng vic cho nhiu ngi trong nganh qung cao va c ngoai nganh. Mt khac, khi qung cao c hiu qu, s tac ng lam tng lng sn phm tiu thu, to c hi cho nha sn xut m rng quy m kinh doanh va ngi lao ng c thm vic lm.

Qung cao cn mang li ngun thu ang k cho ngn sach quc gia, gp phn vao s phn thinh cua t nc va toan cu. Chi ph qung cao hin chim 1 2% trong tng thu nhp quc dn toan th gii

3.Mc tiu ca qung coQung co c 3 nhm mc tiu: 1. Qung cao nhm thng tin 2. Qung cao nhm thuyt phuc 3. Qung cao nhm nhc nh

1/Qung cao nhm thng tin

Thng tin cho thi trng bit v mt sn phm mi Nu ra nhng cng dung cho sn phm a ra nhng thay i v gia Gii thch nhng nguyn tc hot ng cua sn phm Thng bao nhng dich vu hin c iu chnh li nhng n tng sai Gim bt nhng bn khon, lo lng v sn phm trc khi mua To dng hnh nh cua cng ty

2/Qung cao nhm thuyt phuc Thuyt phuc khach hang dng th Thuyt phuc khach hang mua ngay Khuyn khch khach hang chuyn sang dng nhn hiu cua cng ty To nn s a thch nhn hiu Thay i nhn thc cua ngi mua v tnh cht cua sn phm

3/Qung cao nhm nhc nh: Nhc nh ngi mua la sn phm s cn cho thi gian ti Nhc nh ngi mua ni ban sn phm Nhc ngi mua nh mua lc h gia cho hnh nh sn phm lun lun vi tr u tin trong tm tr cua ngi mua

4.Cc t chc tham gia vo hot ng qung co n vi qung cao (Advertiser) hay chu qung cao: la ca nhn hay t chc c nhu cu thng tin qung cao va chi tin cho qung cao. i l qung cao (Advertising Agency) la mt t chc c lp c chuyn mn trong vic lp k hoch va thc hin qung cao thay cho n vi qung cao.

Phng tin thng tin (Media): la cac phng tin dng truyn thng ip qung cao nh phng tin in n, phat sng, in t n cac khch hng. Nha cung cp dich vu (Supplier): la nhng ca nhn hoc t chc cung cp dich vu nh quay phim, chup nh, sn v, thit k, in n, bin tp, lng ting

5.Nguyn l hot ng ca qung co Phng tin truyn thng thng c xem nh la mt quy trnh. Mt quy trnh truyn thng tiu biu thng bao gm mt s thanh phn tham gia chu yu. Bt u la ngun thng tin S (source), ngi ta mun phat i mt thng ip. Thng ip c m ha bng t ng va hnh nh M (coded message). Thng ip y c truyn i bng cac knh truyn thng C (Chanel) nh la tivi, radio, bao Sau thng ip c gii m M (decoded message) bi ngi nhn thng ip R (receiver) tc la i tng ma qung cao nhm n. Quy trnh nay thng c gi la quy trnh SMCR.

CHU Y MO HNH TRUYEN THONG

PHAN HOIY NGH MA HOA (M) THONG IEP KENH (C) TIEP NHAN GIAI MA NGI NHAN (R)

NGI PHAT (S)

NHIEU

7.Tc ng ca qung co Nu nhng g ngi tiu dng cm nhn c ng nh nhng g ma ngi qung cao mun th coi nh qung cao y thanh cng. Chng hn nh thng hiu y la mt thng hiu cao cp, k thut ang tin cy, cng ngh t pha, la thi trang (Tc ng thun)

Ngc li, nu nhng g ma ngi tiu dng cm nhn c li hoan toan khac vi nhng g ma ngi qung cao mong mun to nn th lc y ngi qung cao ch bit trng vao may rui. (Tc ng nghich) Thm ha cua Hng chuyn phat nhanh DHL vi mu qung cao n chm gm xng khoe mt khc xng mau me lm trn bao, lam cho bao ch t nhin c tai chm bim

Cn nu sau khi tip nhn qung cao y ma ngi tiu dng khng cm nhn g c bit, khng nh g ht th nh th c th nghi n s hn ch trong kh nng qung cao. (Khng c tc ng)

Cng c khi, qua thm d cho thy i tng tip nhn qung cao cm nhn ng nh ngi qung cao, nhng khng c chuyn bin trong hiu qu kinh doanh.

Nhng tm hnh qung co mi ca Jessica Gomes trong qung co in thoi di ng mi hiu BIKINI ca LG:

Trng hp nay c khi do muc tiu qung cao t ra khng ph hp, khng gii quyt ng vao vn then cht cua thi trng.

Hay cng c khi do s dung sai knh truyn thng nn ngi tip nhn c qung cao li khng phi la i tng khach hang ma sn phm y nhm n. Cn i tng khach hang thc s th li khng c iu kin tip nhn qung cao y.

chng 2: QUI TRNH LP K HOCH QUNG CONghin cu hon cnh th trngCC QUYT NH CHIN LC Xc nh mc tiu qung co Xc nh ngn sch qung co Chin lc sng to Chin lc phng tin

Thc hin chin lc qung co

nh gi chin lc qung co

Cc bc trong tin trnh lp k hoch qung co

1. NGHIN CU HON CNH TH TRNG V SN PHM D NH QUNG CO Cn nghin cu tm hiu v hoan cnh cua thi trng, tm hiu cac c hi cng nh cac vn v marketing va chiu thi phi i mt. Nghin cu sn phm trong mi tng quan vi cac sn phm khac trn thi trng.

B phn nghin cu thi trng cua cng ty s xac inh vi tr cua cac sn phm cnh tranh khac trn mt thi trng ma sn phm sp c tung ra, thi phn cua tng loi sn phm cnh tranh, nhng u im va nhc im cua cac i thu cnh tranh nay, ng thi phn tch th mnh, yu, c hi va rui ro (phn tch SWOT) cua doanh nghip.

2. XC NH MC TIU QUNG COK hoch qung cao phi xac inh r cac muc tiu cn t c. Muc tiu r rang va chnh xac s gp phn vao s thanh cng cua k hoch qung cao.

1/Mc tiu qung co: Muc tiu qung cao: la nhim vu thng tin c bit, theo mc nht inh, nhm vao i tng xac inh va trong khong thi gian n inh. Doanh nghip c th t ra cac muc tiu khac nhau: tng doanh s, cung c thai cua khach hang v sn phm, thay i nhn thc, thng bao c bit (khuyn mi, gim gia, hang gi, sn phm mi ...)

2/Yu cu ca mc tiu qung co: Muc tiu cua qung cao c hiu qu phi ap ng cac yu cu sau: Phi ph hp vi cac muc tiu marketing. Phi xac inh r i tng, mc ap ng mong i. Phi c tnh kh thi. Phi c kh nng o lng Phi c thi hn cu th

3/Phn loi mc tiu qung co:Muc tiu cua qung cao c th c phn loi va lit k theo mc nhn thc, hiu bit, thuyt phuc va hanh ng: 3.1. Nhm khuyn khch khn gi tm hiu thng tin v sn phm: y la trng hp cac sn phm quan trng va t tin nh xe hi, nha ca, vn u t, ku gi tai tr ...

Thng cac mu qung cao thng nh km s in thoi nhng ngi c quan tm gi n