{"id":6460,"date":"2026-10-13T18:41:26","date_gmt":"2026-10-13T11:41:26","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=6460"},"modified":"2026-10-13T18:41:31","modified_gmt":"2026-10-13T11:41:31","slug":"muc-tieu-va-ngan-sach-truyen-thong","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/muc-tieu-va-ngan-sach-truyen-thong\/","title":{"rendered":"M\u1ee5c ti\u00eau v\u00e0 ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng: Vi\u1ebft th\u1ebf n\u00e0o cho \u0111o \u0111\u01b0\u1ee3c, chi bao nhi\u00eau l\u00e0 \u0111\u1ee7?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng l\u00e0 thay \u0111\u1ed5i c\u1ee5 th\u1ec3, \u0111o \u0111\u01b0\u1ee3c m\u00e0 b\u1ea1n mu\u1ed1n t\u1ea1o ra \u1edf m\u1ed9t nh\u00f3m c\u00f4ng ch\u00fang trong m\u1ed9t kho\u1ea3ng th\u1eddi gian: h\u1ecd bi\u1ebft g\u00ec, ngh\u0129 g\u00ec, l\u00e0m g\u00ec. Ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng l\u00e0 s\u1ed1 ti\u1ec1n c\u1ea7n \u0111\u1ec3 \u0111\u1ea1t nh\u1eefng thay \u0111\u1ed5i \u0111\u00f3. B\u00e0i vi\u1ebft gi\u1ea3i th\u00edch c\u00e1ch vi\u1ebft m\u1ee5c ti\u00eau theo DAGMAR v\u00e0 SMART, 4 ph\u01b0\u01a1ng ph\u00e1p t\u00ednh ng\u00e2n s\u00e1ch, c\u00e1ch chia ti\u1ec1n gi\u1eefa d\u00e0i h\u1ea1n v\u00e0 ng\u1eafn h\u1ea1n, k\u00e8m v\u00ed d\u1ee5 Vi\u1ec7t Nam, qu\u1ed1c t\u1ebf v\u00e0 m\u1eabu b\u1ea3ng \u0111\u1ec3 t\u1ef1 th\u1ef1c h\u00e0nh.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>D\u00e0nh cho:<\/strong> ng\u01b0\u1eddi m\u1edbi h\u1ecdc v\u00e0 m\u1edbi l\u00e0m truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o, marketing. \u0110\u00e2y c\u0169ng l\u00e0 b\u00e0i \u0111\u1ecdc tr\u01b0\u1edbc Bu\u1ed5i 6, h\u1ecdc ph\u1ea7n L\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng.<\/p>\n\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec v\u00e0 kh\u00e1c m\u1ee5c ti\u00eau marketing th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng \u0111o <strong>thay \u0111\u1ed5i \u1edf con ng\u01b0\u1eddi<\/strong> (nh\u1eadn bi\u1ebft, hi\u1ec3u, th\u00e1i \u0111\u1ed9, h\u00e0nh vi), c\u00f2n m\u1ee5c ti\u00eau marketing \u0111o <strong>k\u1ebft qu\u1ea3 kinh doanh<\/strong> (doanh s\u1ed1, th\u1ecb ph\u1ea7n, l\u1ee3i nhu\u1eadn).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y quan tr\u1ecdng v\u00ec doanh s\u1ed1 ch\u1ecbu t\u00e1c \u0111\u1ed9ng c\u1ee7a r\u1ea5t nhi\u1ec1u y\u1ebfu t\u1ed1 ngo\u00e0i truy\u1ec1n th\u00f4ng: gi\u00e1, s\u1ea3n ph\u1ea9m, k\u00eanh ph\u00e2n ph\u1ed1i, \u0111\u1ed1i th\u1ee7, m\u00f9a v\u1ee5. N\u1ebfu ch\u1ec9 l\u1ea5y doanh s\u1ed1 l\u00e0m m\u1ee5c ti\u00eau cho ri\u00eang truy\u1ec1n th\u00f4ng, b\u1ea1n s\u1ebd kh\u00f3 bi\u1ebft truy\u1ec1n th\u00f4ng \u0111\u00e3 \u0111\u00f3ng g\u00f3p ph\u1ea7n n\u00e0o. V\u00ec v\u1eady Belch v\u00e0 Belch (2021) khuy\u00ean t\u00e1ch ri\u00eang m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng, t\u1ee9c nh\u1eefng t\u00e1c \u0111\u1ed9ng l\u00ean c\u00f4ng ch\u00fang m\u00e0 ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 t\u1ea1o ra v\u00e0 \u0111o \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>Lo\u1ea1i m\u1ee5c ti\u00eau<\/th><th>\u0110o c\u00e1i g\u00ec<\/th><th>V\u00ed d\u1ee5 minh ho\u1ea1<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>Kinh doanh \/ ch\u00ednh s\u00e1ch<\/td><td>\u0110i\u1ec1u t\u1ed5 ch\u1ee9c mu\u1ed1n \u0111\u1ea1t<\/td><td>M\u1edf r\u1ed9ng sang nh\u00f3m kh\u00e1ch h\u00e0ng tr\u1ebb<\/td><\/tr>\n<tr><td>Marketing<\/td><td>K\u1ebft qu\u1ea3 th\u1ecb tr\u01b0\u1eddng<\/td><td>T\u0103ng doanh s\u1ed1 d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi th\u00eam 10% trong n\u0103m<\/td><\/tr>\n<tr><td>Truy\u1ec1n th\u00f4ng<\/td><td>Thay \u0111\u1ed5i \u1edf c\u00f4ng ch\u00fang<\/td><td>T\u0103ng t\u1ef7 l\u1ec7 kh\u00e1ch m\u1ee5c ti\u00eau bi\u1ebft s\u1ea3n ph\u1ea9m m\u1edbi t\u1eeb 15% l\u00ean 40% trong 6 th\u00e1ng<\/td><\/tr>\n<tr><td>KPI<\/td><td>Ch\u1ec9 s\u1ed1 \u0111\u1ec3 theo d\u00f5i<\/td><td>T\u1ef7 l\u1ec7 nh\u1eadn bi\u1ebft c\u00f3 g\u1ee3i \u00fd, \u0111o b\u1eb1ng kh\u1ea3o s\u00e1t tr\u01b0\u1edbc v\u00e0 sau chi\u1ebfn d\u1ecbch<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>V\u00ed d\u1ee5 minh ho\u1ea1 do t\u00e1c gi\u1ea3 so\u1ea1n, kh\u00f4ng ph\u1ea3i s\u1ed1 li\u1ec7u th\u1eadt.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ba t\u1ea7ng m\u1ee5c ti\u00eau n\u00e0y n\u1ed1i v\u1edbi nhau th\u00e0nh chu\u1ed7i. H\u01b0\u1edbng d\u1eabn l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn d\u1ecbch OASIS c\u1ee7a Ch\u00ednh ph\u1ee7 Anh y\u00eau c\u1ea7u b\u1eaft \u0111\u1ea7u t\u1eeb m\u1ee5c ti\u00eau ch\u00ednh s\u00e1ch r\u1ed3i m\u1edbi vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng ph\u1ee5c v\u1ee5 n\u00f3 (Government Communication Service [GCS], n.d.). B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecdc th\u00eam v\u1ec1 <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/khung-lap-ke-hoach-oasis-oasis-framework\/\" rel=\"noopener noreferrer\" target=\"_blank\">khung l\u1eadp k\u1ebf ho\u1ea1ch OASIS<\/a> trong m\u1ee5c Thu\u1eadt ng\u1eef.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ec sao b\u1ea3n k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng n\u00e0o c\u0169ng b\u1eaft \u0111\u1ea7u t\u1eeb m\u1ee5c ti\u00eau?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec m\u1ee5c ti\u00eau l\u00e0m c\u00f9ng l\u00fac 3 vi\u1ec7c: \u0111\u1ecbnh h\u01b0\u1edbng, l\u00e0m c\u0103n c\u1ee9 ng\u00e2n s\u00e1ch v\u00e0 l\u00e0m th\u01b0\u1edbc \u0111o \u0111\u00e1nh gi\u00e1.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng:<\/strong> bi\u1ebft c\u1ea7n \u0111\u1ed5i \u0111i\u1ec1u g\u00ec \u1edf ai th\u00ec m\u1edbi ch\u1ecdn \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p v\u00e0 k\u00eanh. Kh\u00f4ng c\u00f3 m\u1ee5c ti\u00eau chung, m\u1ed7i k\u00eanh d\u1ec5 ch\u1ea1y theo m\u1ed9t h\u01b0\u1edbng.<\/li>\n\n\n<li><strong>C\u0103n c\u1ee9 ng\u00e2n s\u00e1ch:<\/strong> bi\u1ebft c\u1ea7n \u0111\u1ea1t g\u00ec m\u1edbi t\u00ednh \u0111\u01b0\u1ee3c c\u1ea7n l\u00e0m g\u00ec v\u00e0 t\u1ed1n bao nhi\u00eau (ph\u1ea7n sau c\u1ee7a b\u00e0i).<\/li>\n\n\n<li><strong>Th\u01b0\u1edbc \u0111o:<\/strong> cu\u1ed1i chi\u1ebfn d\u1ecbch, k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c so v\u1edbi m\u1ee5c ti\u00eau \u0111\u1ec3 bi\u1ebft th\u00e0nh hay b\u1ea1i.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y c\u0169ng l\u00e0 l\u1eadp lu\u1eadn g\u1ed1c c\u1ee7a Russell Colley khi vi\u1ebft <em>Defining Advertising Goals for Measured Advertising Results<\/em> (DAGMAR) cho Hi\u1ec7p h\u1ed9i C\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o Qu\u1ed1c gia M\u1ef9 n\u0103m 1961: mu\u1ed1n \u0111o \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 qu\u1ea3ng c\u00e1o th\u00ec ph\u1ea3i vi\u1ebft m\u1ee5c ti\u00eau t\u1eeb tr\u01b0\u1edbc (Colley, 1961, d\u1eabn theo Belch &amp; Belch, 2021).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N\u00ean \u0111\u1eb7t m\u1ee5c ti\u00eau \u1edf &#8220;b\u1eadc&#8221; n\u00e0o c\u1ee7a c\u00f4ng ch\u00fang?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e3y ch\u1ecdn b\u1eadc m\u00e0 c\u00f4ng ch\u00fang c\u1ee7a b\u1ea1n \u0111ang d\u1eebng l\u1ea1i. M\u00f4 h\u00ecnh thang b\u1eadc hi\u1ec7u \u1ee9ng gi\u00fap g\u1ecdi t\u00ean c\u00e1c b\u1eadc \u0111\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Thang b\u1eadc hi\u1ec7u \u1ee9ng c\u1ee7a Lavidge v\u00e0 Steiner<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lavidge v\u00e0 Steiner (1961) m\u00f4 t\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111i qua 6 b\u1eadc: <strong>nh\u1eadn bi\u1ebft \u2192 hi\u1ec3u bi\u1ebft \u2192 th\u00edch \u2192 \u01b0a chu\u1ed9ng \u2192 tin ch\u1eafc \u2192 mua<\/strong>. S\u00e1u b\u1eadc n\u00e0y gom l\u1ea1i th\u00e0nh 3 t\u1ea7ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Nh\u1eadn th\u1ee9c<\/strong> (bi\u1ebft, hi\u1ec3u): m\u1ee5c ti\u00eau ki\u1ec3u &#8220;t\u0103ng t\u1ef7 l\u1ec7 bi\u1ebft \u0111\u1ebfn&#8221;, &#8220;t\u0103ng t\u1ef7 l\u1ec7 hi\u1ec3u \u0111\u00fang&#8221;.<\/li>\n\n\n<li><strong>C\u1ea3m x\u00fac, th\u00e1i \u0111\u1ed9<\/strong> (th\u00edch, \u01b0a chu\u1ed9ng): m\u1ee5c ti\u00eau ki\u1ec3u &#8220;t\u0103ng t\u1ef7 l\u1ec7 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c&#8221;, &#8220;t\u0103ng t\u1ef7 l\u1ec7 ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u khi so s\u00e1nh&#8221;.<\/li>\n\n\n<li><strong>H\u00e0nh vi<\/strong> (tin ch\u1eafc, mua): m\u1ee5c ti\u00eau ki\u1ec3u &#8220;t\u0103ng s\u1ed1 ng\u01b0\u1eddi \u0111\u0103ng k\u00fd d\u00f9ng th\u1eed&#8221;, &#8220;t\u0103ng t\u1ef7 l\u1ec7 l\u00e0m theo khuy\u1ebfn ngh\u1ecb&#8221;.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu \u0111\u00e3 \u0111\u1ecdc v\u1ec1 <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/mo-hinh-aida-trong-truyen-thong\/\" rel=\"noopener noreferrer\" target=\"_blank\">m\u00f4 h\u00ecnh AIDA<\/a>, b\u1ea1n s\u1ebd th\u1ea5y c\u00f9ng m\u1ed9t logic: m\u1ed7i b\u1eadc l\u00e0 m\u1ed9t lo\u1ea1i m\u1ee5c ti\u00eau kh\u00e1c nhau, c\u1ea7n th\u00f4ng \u0111i\u1ec7p v\u00e0 ch\u1ec9 s\u1ed1 \u0111o kh\u00e1c nhau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">DAGMAR: m\u1ee5c ti\u00eau l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 truy\u1ec1n th\u00f4ng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Colley (1961) r\u00fat g\u1ecdn qu\u00e1 tr\u00ecnh th\u00e0nh 4 b\u01b0\u1edbc: <strong>nh\u1eadn bi\u1ebft (awareness) \u2192 hi\u1ec3u (comprehension) \u2192 tin (conviction) \u2192 h\u00e0nh \u0111\u1ed9ng (action)<\/strong>. \u0110i\u1ec3m quan tr\u1ecdng h\u01a1n l\u00e0 c\u00e1c y\u00eau c\u1ea7u cho m\u1ed9t m\u1ee5c ti\u00eau t\u1ed1t. Theo t\u00f3m t\u1eaft c\u1ee7a Belch v\u00e0 Belch (2021), m\u1ee5c ti\u00eau ki\u1ec3u DAGMAR c\u1ea7n n\u00eau:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>M\u1ed9t nhi\u1ec7m v\u1ee5 truy\u1ec1n th\u00f4ng c\u1ee5 th\u1ec3, \u0111o \u0111\u01b0\u1ee3c.<\/li>\n\n\n<li>C\u00f4ng ch\u00fang m\u1ee5c ti\u00eau.<\/li>\n\n\n<li>M\u1ee9c xu\u1ea5t ph\u00e1t v\u00e0 m\u1ee9c thay \u0111\u1ed5i mong mu\u1ed1n.<\/li>\n\n\n<li>Kho\u1ea3ng th\u1eddi gian th\u1ef1c hi\u1ec7n.<\/li>\n\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">L\u01b0u \u00fd ph\u1ea3n bi\u1ec7n: c\u00f4ng ch\u00fang kh\u00f4ng lu\u00f4n \u0111i \u0111\u00fang th\u1ee9 t\u1ef1<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Thang b\u1eadc l\u00e0 c\u00f4ng c\u1ee5 \u0111\u1ec3 <strong>ch\u1ecdn v\u00e0 \u0111\u1eb7t t\u00ean m\u1ee5c ti\u00eau<\/strong>, kh\u00f4ng ph\u1ea3i quy lu\u1eadt. Vakratsas v\u00e0 Ambler (1999) r\u00e0 so\u00e1t h\u01a1n 250 nghi\u00ean c\u1ee9u v\u00e0 k\u1ebft lu\u1eadn c\u00f3 r\u1ea5t \u00edt b\u1eb1ng ch\u1ee9ng cho m\u1ed9t tr\u00ecnh t\u1ef1 th\u1eddi gian c\u1ed1 \u0111\u1ecbnh ki\u1ec3u &#8220;bi\u1ebft r\u1ed3i m\u1edbi th\u00edch, th\u00edch r\u1ed3i m\u1edbi mua&#8221;. V\u1edbi s\u1ea3n ph\u1ea9m mua theo th\u00f3i quen hay mua nhanh, ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 d\u00f9ng th\u1eed tr\u01b0\u1edbc r\u1ed3i m\u1edbi h\u00ecnh th\u00e0nh th\u00e1i \u0111\u1ed9. V\u00ec v\u1eady, \u0111\u1eb7t m\u1ee5c ti\u00eau h\u00e0nh vi song song v\u1edbi m\u1ee5c ti\u00eau nh\u1eadn th\u1ee9c l\u00e0 h\u1ee3p l\u00fd trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng theo SMART nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t c\u00e2u m\u1ee5c ti\u00eau t\u1ed1t c\u00f3 \u0111\u1ee7 5 m\u1ea3nh: <strong>\u0111\u1ed9ng t\u1eeb + ch\u1ec9 s\u1ed1 + c\u00f4ng ch\u00fang + t\u1eeb m\u1ee9c A l\u00ean m\u1ee9c B + th\u1eddi h\u1ea1n<\/strong>, v\u00e0 v\u01b0\u1ee3t qua ph\u00e9p th\u1eed SMART.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">SMART g\u1ed1c l\u00e0 g\u00ec?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">SMART xu\u1ea5t hi\u1ec7n trong b\u00e0i vi\u1ebft c\u1ee7a Doran (1981) tr\u00ean <em>Management Review<\/em>. B\u1ea3n g\u1ed1c g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>S &#8211; Specific (c\u1ee5 th\u1ec3):<\/strong> \u0111\u1ed5i \u0111i\u1ec1u g\u00ec, \u1edf nh\u00f3m n\u00e0o?<\/li>\n\n\n<li><strong>M &#8211; Measurable (\u0111o \u0111\u01b0\u1ee3c):<\/strong> ch\u1ec9 s\u1ed1 n\u00e0o, \u0111o b\u1eb1ng c\u00f4ng c\u1ee5 g\u00ec?<\/li>\n\n\n<li><strong>A &#8211; Assignable (c\u00f3 ng\u01b0\u1eddi ph\u1ee5 tr\u00e1ch):<\/strong> ai, b\u1ed9 ph\u1eadn n\u00e0o l\u00e0m?<\/li>\n\n\n<li><strong>R &#8211; Realistic (th\u1ef1c t\u1ebf):<\/strong> \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1edbi ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3 kh\u00f4ng?<\/li>\n\n\n<li><strong>T &#8211; Time-related (c\u00f3 th\u1eddi h\u1ea1n):<\/strong> \u0111\u1ebfn m\u1ed1c n\u00e0o th\u00ec \u0111o?<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nhi\u1ec1u t\u00e0i li\u1ec7u v\u1ec1 sau \u0111\u1ed5i A th\u00e0nh <em>Achievable\/Attainable<\/em> v\u00e0 R th\u00e0nh <em>Relevant<\/em>; h\u01b0\u1edbng d\u1eabn OASIS ch\u1eb3ng h\u1ea1n d\u00f9ng Attainable v\u00e0 Relevant (GCS, n.d.). Kh\u00f4ng c\u00f3 phi\u00ean b\u1ea3n &#8220;\u0111\u00fang duy nh\u1ea5t&#8221;. Khi tr\u00edch d\u1eabn, h\u00e3y ghi r\u00f5 b\u1ea1n d\u00f9ng phi\u00ean b\u1ea3n n\u00e0o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5: s\u1eeda 3 m\u1ee5c ti\u00eau &#8220;d\u1edf&#8221;<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>M\u1ee5c ti\u00eau d\u1edf<\/th><th>V\u1ea5n \u0111\u1ec1<\/th><th>H\u01b0\u1edbng s\u1eeda<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>Viral tr\u00ean TikTok<\/td><td>Thi\u1ebfu ch\u1ec9 s\u1ed1, c\u00f4ng ch\u00fang, th\u1eddi h\u1ea1n<\/td><td>\u0110\u1ea1t X l\u01b0\u1ee3t xem t\u1eeb nh\u00f3m 18-24 tu\u1ed5i trong 2 tu\u1ea7n ra m\u1eaft, k\u00e8m m\u1ee5c ti\u00eau th\u00e1i \u0111\u1ed9 ho\u1eb7c h\u00e0nh vi \u0111i sau<\/td><\/tr>\n<tr><td>\u0110\u0103ng 30 b\u00e0i m\u1ed7i th\u00e1ng<\/td><td>\u0110\u00e2y l\u00e0 \u0111\u1ea7u ra, ch\u01b0a ph\u1ea3i thay \u0111\u1ed5i \u1edf c\u00f4ng ch\u00fang<\/td><td>Gi\u1eef trong k\u1ebf ho\u1ea1ch tri\u1ec3n khai; m\u1ee5c ti\u00eau ph\u1ea3i l\u00e0 \u0111i\u1ec1u ng\u01b0\u1eddi xem bi\u1ebft, ngh\u0129 ho\u1eb7c l\u00e0m<\/td><\/tr>\n<tr><td>M\u1ecdi ng\u01b0\u1eddi y\u00eau th\u01b0\u01a1ng hi\u1ec7u<\/td><td>&#8220;M\u1ecdi ng\u01b0\u1eddi&#8221; kh\u00f4ng ph\u1ea3i c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau; &#8220;y\u00eau&#8221; ch\u01b0a \u0111o \u0111\u01b0\u1ee3c<\/td><td>T\u0103ng t\u1ef7 l\u1ec7 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c trong kh\u1ea3o s\u00e1t c\u1ee7a nh\u00f3m X t\u1eeb A l\u00ean B sau N th\u00e1ng<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>X, A, B, N l\u00e0 ch\u1ed7 tr\u1ed1ng \u0111\u1ec3 \u0111i\u1ec1n theo d\u1eef li\u1ec7u th\u1eadt c\u1ee7a doanh nghi\u1ec7p.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0110\u1eebng nh\u1ea7m \u0111\u1ea7u ra v\u1edbi k\u1ebft qu\u1ea3<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u1ed7i th\u01b0\u1eddng g\u1eb7p nh\u1ea5t l\u00e0 vi\u1ebft <strong>\u0111\u1ea7u ra<\/strong> (outputs: s\u1ed1 b\u00e0i \u0111\u0103ng, l\u01b0\u1ee3t hi\u1ec3n th\u1ecb, s\u1ed1 tin b\u00e0i) th\u00e0nh m\u1ee5c ti\u00eau. H\u01b0\u1edbng d\u1eabn OASIS y\u00eau c\u1ea7u m\u1ee5c ti\u00eau t\u1eadp trung v\u00e0o <strong>k\u1ebft qu\u1ea3<\/strong> (outcomes), g\u1eafn v\u1edbi thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9 ho\u1eb7c h\u00e0nh vi (GCS, n.d.). \u0110\u1ea7u ra v\u1eabn c\u1ea7n theo d\u00f5i, nh\u01b0ng \u0111\u00f3 l\u00e0 ch\u1ec9 s\u1ed1 v\u1eadn h\u00e0nh. B\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/kpi-truyen-thong-la-gi\/\" rel=\"noopener noreferrer\" target=\"_blank\">KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec<\/a> ph\u00e2n t\u00edch k\u1ef9 chu\u1ed7i \u0111o l\u01b0\u1eddng n\u00e0y.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t l\u01b0u \u00fd v\u1ec1 \u0111\u1ea1o \u0111\u1ee9c ngh\u1ec1: n\u1ebfu ch\u01b0a c\u00f3 s\u1ed1 li\u1ec7u n\u1ec1n (m\u1ee9c A), \u0111\u1eebng t\u1ef1 \u0111\u1eb7t m\u1ed9t con s\u1ed1. H\u00e3y ghi &#8220;ch\u01b0a c\u00f3 d\u1eef li\u1ec7u, s\u1ebd \u0111o b\u1eb1ng kh\u1ea3o s\u00e1t tu\u1ea7n \u0111\u1ea7u&#8221; v\u00e0 b\u1ed5 sung sau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5 Vi\u1ec7t Nam: t\u1eeb t\u1ea7m nh\u00ecn &#8220;v\u1ec1 0&#8221; \u0111\u1ebfn m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ng\u00e0y 14\/10\/2025 t\u1ea1i H\u00e0 N\u1ed9i, T\u1ed5 ch\u1ee9c Y t\u1ebf Th\u1ebf gi\u1edbi (WHO) v\u00e0 Qu\u1ef9 AIP kh\u1edfi \u0111\u1ed9ng quan h\u1ec7 \u0111\u1ed1i t\u00e1c Vi\u1ec7t Nam Project 2000, h\u01b0\u1edbng t\u1edbi gi\u1ea3m s\u1ed1 tr\u1ebb em v\u00e0 thanh thi\u1ebfu ni\u00ean t\u1eed vong v\u00ec tai n\u1ea1n giao th\u00f4ng t\u1eeb h\u01a1n 2.000 ca m\u1ed7i n\u0103m xu\u1ed1ng 0. M\u1ed9t tr\u1ecdng t\u00e2m l\u00e0 h\u1ed7 tr\u1ee3 th\u1ef1c thi quy \u0111\u1ecbnh gh\u1ebf an to\u00e0n cho tr\u1ebb em tr\u00ean \u00f4 t\u00f4, c\u00f3 hi\u1ec7u l\u1ef1c t\u1eeb 01\/01\/2026 (World Health Organization Viet Nam, 2025).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;V\u1ec1 0&#8221; l\u00e0 <strong>t\u1ea7m nh\u00ecn<\/strong>, ch\u01b0a ph\u1ea3i m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng \u0111o \u0111\u01b0\u1ee3c. M\u1ed9t m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng ph\u1ee5c v\u1ee5 t\u1ea7m nh\u00ecn \u0111\u00f3 c\u00f3 th\u1ec3 c\u00f3 d\u1ea1ng: <em>t\u0103ng t\u1ef7 l\u1ec7 ph\u1ee5 huynh c\u00f3 con d\u01b0\u1edbi 10 tu\u1ed5i \u1edf [\u0111\u1ecba b\u00e0n] bi\u1ebft \u0111\u00fang quy \u0111\u1ecbnh gh\u1ebf an to\u00e0n t\u1eeb A% l\u00ean B% trong [th\u1eddi h\u1ea1n]<\/em>, v\u1edbi A \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng kh\u1ea3o s\u00e1t \u0111\u1ea7u k\u1ef3. C\u00e2u n\u00e0y c\u00f3 c\u00f4ng ch\u00fang, ch\u1ec9 s\u1ed1, m\u1ee9c thay \u0111\u1ed5i v\u00e0 th\u1eddi h\u1ea1n, v\u00e0 n\u00f3 l\u00e0 m\u1ed9t m\u1eaft x\u00edch nh\u1ecf trong t\u1ea7m nh\u00ecn l\u1edbn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00f3 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p n\u00e0o \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 4 ph\u01b0\u01a1ng ph\u00e1p ph\u1ed5 bi\u1ebfn: theo kh\u1ea3 n\u0103ng chi tr\u1ea3, theo ph\u1ea7n tr\u0103m doanh thu, c\u00e2n b\u1eb1ng c\u1ea1nh tranh v\u00e0 m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5 (Kotler et al., 2022). Ba c\u00e1ch \u0111\u1ea7u \u0111i <strong>t\u1eeb tr\u00ean xu\u1ed1ng<\/strong> (c\u00f3 t\u1ed5ng r\u1ed3i m\u1edbi chia), c\u00e1ch th\u1ee9 t\u01b0 \u0111i <strong>t\u1eeb d\u01b0\u1edbi l\u00ean<\/strong> (c\u1ed9ng chi ph\u00ed t\u1eebng vi\u1ec7c) (Belch &amp; Belch, 2021).<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>Ph\u01b0\u01a1ng ph\u00e1p<\/th><th>C\u00e1ch l\u00e0m<\/th><th>M\u1ea1nh \u1edf<\/th><th>Y\u1ebfu \u1edf<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>Theo kh\u1ea3 n\u0103ng chi tr\u1ea3<\/td><td>C\u00f2n bao nhi\u00eau chi b\u1ea5y nhi\u00eau<\/td><td>An to\u00e0n t\u00e0i ch\u00ednh<\/td><td>Kh\u00f4ng g\u1eafn m\u1ee5c ti\u00eau, d\u1ec5 b\u1ecb c\u1eaft \u0111\u1ea7u ti\u00ean<\/td><\/tr>\n<tr><td>Theo % doanh thu<\/td><td>L\u1ea5y m\u1ed9t t\u1ef7 l\u1ec7 c\u1ee7a doanh thu \u0111\u00e3 c\u00f3 ho\u1eb7c d\u1ef1 ki\u1ebfn<\/td><td>\u0110\u01a1n gi\u1ea3n, d\u1ec5 duy\u1ec7t<\/td><td>Coi doanh s\u1ed1 l\u00e0 nguy\u00ean nh\u00e2n c\u1ee7a ng\u00e2n s\u00e1ch; doanh s\u1ed1 gi\u1ea3m th\u00ec ng\u00e2n s\u00e1ch gi\u1ea3m \u0111\u00fang l\u00fac c\u1ea7n \u0111\u1ea9y<\/td><\/tr>\n<tr><td>C\u00e2n b\u1eb1ng c\u1ea1nh tranh<\/td><td>Chi t\u01b0\u01a1ng \u0111\u01b0\u01a1ng ho\u1eb7c so v\u1edbi \u0111\u1ed1i th\u1ee7<\/td><td>B\u00e1m th\u1ecb tr\u01b0\u1eddng<\/td><td>Gi\u1ea3 \u0111\u1ecbnh \u0111\u1ed1i th\u1ee7 chi &#8220;\u0111\u00fang&#8221;; kh\u00f3 c\u00f3 s\u1ed1 li\u1ec7u<\/td><\/tr>\n<tr><td>M\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5<\/td><td>T\u00ednh t\u1eeb nh\u1eefng vi\u1ec7c c\u1ea7n l\u00e0m \u0111\u1ec3 \u0111\u1ea1t m\u1ee5c ti\u00eau<\/td><td>G\u1eafn m\u1ee5c ti\u00eau, gi\u1ea3i tr\u00ecnh \u0111\u01b0\u1ee3c<\/td><td>T\u1ed1n c\u00f4ng, c\u1ea7n d\u1eef li\u1ec7u chi ph\u00ed<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>T\u1ed5ng h\u1ee3p t\u1eeb Belch v\u00e0 Belch (2021); Kotler et al. (2022).<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u1ed9t con s\u1ed1 tham kh\u1ea3o: doanh nghi\u1ec7p chi bao nhi\u00eau cho marketing?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u1ea3o s\u00e1t c\u1ee7a Gartner v\u1edbi 402 l\u00e3nh \u0111\u1ea1o marketing \u1edf B\u1eafc M\u1ef9, Anh v\u00e0 ch\u00e2u \u00c2u (th\u00e1ng 2-3\/2025) cho th\u1ea5y ng\u00e2n s\u00e1ch marketing trung b\u00ecnh b\u1eb1ng 7,7% doanh thu c\u00f4ng ty, kh\u00f4ng \u0111\u1ed5i so v\u1edbi n\u0103m 2024; truy\u1ec1n th\u00f4ng tr\u1ea3 ph\u00ed (paid media) chi\u1ebfm 30,6% ng\u00e2n s\u00e1ch marketing (Gartner, 2025). Con s\u1ed1 n\u00e0y ch\u1ec9 \u0111\u1ec3 h\u00ecnh dung \u0111\u1ed9 l\u1edbn, kh\u00f4ng n\u00ean \u00e1p th\u1eb3ng cho doanh nghi\u1ec7p Vi\u1ec7t Nam v\u00ec t\u1ef7 l\u1ec7 thay \u0111\u1ed5i theo ng\u00e0nh, quy m\u00f4 v\u00e0 giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5 Vi\u1ec7t Nam: Vinamilk v\u00e0 m\u1ee9c tr\u1ea7n chi ph\u00ed qu\u1ea3ng c\u00e1o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Theo b\u00e1o c\u00e1o t\u00e0i ch\u00ednh n\u0103m 2016 \u0111\u01b0\u1ee3c VnExpress t\u1ed5ng h\u1ee3p, Vinamilk chi kho\u1ea3ng 2.074,5 t\u1ef7 \u0111\u1ed3ng cho qu\u1ea3ng c\u00e1o, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 kho\u1ea3ng 6.947 t\u1ef7 \u0111\u1ed3ng cho khuy\u1ebfn m\u00e3i, tr\u01b0ng b\u00e0y, gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng g\u1ea7n 25 t\u1ef7 \u0111\u1ed3ng m\u1ed7i ng\u00e0y; doanh thu thu\u1ea7n n\u0103m \u0111\u00f3 kho\u1ea3ng 46.965 t\u1ef7 \u0111\u1ed3ng (Minh S\u01a1n, 2017). T\u00ednh t\u1eeb c\u00e1c s\u1ed1 li\u1ec7u n\u00e0y, t\u1ed5ng hai kho\u1ea3n b\u1eb1ng kho\u1ea3ng 19% doanh thu thu\u1ea7n (ph\u00e9p t\u00ednh c\u1ee7a t\u00e1c gi\u1ea3; c\u1ea7n l\u01b0u \u00fd kho\u1ea3n khuy\u1ebfn m\u00e3i kh\u00f4ng ph\u1ea3i to\u00e0n b\u1ed9 l\u00e0 chi ph\u00ed truy\u1ec1n th\u00f4ng).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i b\u00e1o ghi nh\u1eadn m\u1ee9c chi n\u00e0y t\u0103ng m\u1ea1nh sau khi tr\u1ea7n chi ph\u00ed \u0111\u01b0\u1ee3c d\u1ee1 b\u1ecf. Lu\u1eadt s\u1ed1 71\/2014\/QH13 b\u00e3i b\u1ecf quy \u0111\u1ecbnh kh\u1ed1ng ch\u1ebf chi ph\u00ed qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u1ea1i \u0111\u01b0\u1ee3c tr\u1eeb khi t\u00ednh thu\u1ebf thu nh\u1eadp doanh nghi\u1ec7p, c\u00f3 hi\u1ec7u l\u1ef1c t\u1eeb 01\/01\/2015 (Qu\u1ed1c h\u1ed9i, 2014). V\u00ed d\u1ee5 cho th\u1ea5y ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng kh\u00f4ng ch\u1ec9 l\u00e0 b\u00e0i to\u00e1n marketing m\u00e0 c\u00f2n ch\u1ecbu t\u00e1c \u0111\u1ed9ng c\u1ee7a khung ph\u00e1p l\u00fd v\u00e0 t\u00e0i ch\u00ednh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Share of Voice: nh\u00ecn sang \u0111\u1ed1i th\u1ee7<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Share of Voice (SOV) l\u00e0 t\u1ef7 l\u1ec7 ng\u00e2n s\u00e1ch ho\u1eb7c m\u1ee9c hi\u1ec7n di\u1ec7n truy\u1ec1n th\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean t\u1ed5ng c\u1ee7a c\u1ea3 ng\u00e0nh h\u00e0ng. Xem th\u00eam \u0111\u1ecbnh ngh\u0129a trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thi-phan-tieng-noi-truyen-thong-share-of-voice\/\" rel=\"noopener noreferrer\" target=\"_blank\">Th\u1ecb ph\u1ea7n ti\u1ebfng n\u00f3i (Share of Voice)<\/a>. Jones (1990) so s\u00e1nh SOV v\u1edbi th\u1ecb ph\u1ea7n (share of market) v\u00e0 nh\u1eadn th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf th\u01b0\u1eddng c\u1ea7n gi\u1eef SOV cao h\u01a1n th\u1ecb ph\u1ea7n \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng, c\u00f2n th\u01b0\u01a1ng hi\u1ec7u l\u1edbn c\u00f3 th\u1ec3 gi\u1eef th\u1ecb ph\u1ea7n v\u1edbi SOV th\u1ea5p h\u01a1n th\u1ecb ph\u1ea7n. \u0110\u00e2y l\u00e0 tham chi\u1ebfu h\u1eefu \u00edch cho ph\u01b0\u01a1ng ph\u00e1p c\u00e2n b\u1eb1ng c\u1ea1nh tranh, nh\u01b0ng kh\u00f4ng thay \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau ri\u00eang v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ph\u01b0\u01a1ng ph\u00e1p m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5 l\u00e0m th\u1ebf n\u00e0o?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p n\u1ed1i tr\u1ef1c ti\u1ebfp m\u1ee5c ti\u00eau v\u1edbi ng\u00e2n s\u00e1ch, g\u1ed3m 4 b\u01b0\u1edbc (Belch &amp; Belch, 2021):<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>Vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng theo SMART.<\/li>\n\n\n<li>Li\u1ec7t k\u00ea nhi\u1ec7m v\u1ee5 c\u1ea7n l\u00e0m \u0111\u1ec3 \u0111\u1ea1t t\u1eebng m\u1ee5c ti\u00eau: k\u00eanh, ho\u1ea1t \u0111\u1ed9ng, t\u1ea7n su\u1ea5t.<\/li>\n\n\n<li>\u01af\u1edbc t\u00ednh chi ph\u00ed t\u1eebng nhi\u1ec7m v\u1ee5, c\u1ed9ng l\u1ea1i th\u00e0nh ng\u00e2n s\u00e1ch.<\/li>\n\n\n<li>So v\u1edbi kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh; thi\u1ebfu th\u00ec c\u1eaft nhi\u1ec7m v\u1ee5 ho\u1eb7c h\u1ea1 m\u1ee5c ti\u00eau, r\u1ed3i theo d\u00f5i v\u00e0 \u0111i\u1ec1u ch\u1ec9nh.<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00ean th\u1ef1c t\u1ebf, ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch th\u01b0\u1eddng k\u1ebft h\u1ee3p: t\u00ednh t\u1eeb d\u01b0\u1edbi l\u00ean b\u1eb1ng m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5, r\u1ed3i \u0111\u1ed1i chi\u1ebfu v\u1edbi t\u1ef7 l\u1ec7 tr\u00ean doanh thu v\u00e0 m\u1ee9c chi c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 ki\u1ec3m tra \u0111\u1ed9 h\u1ee3p l\u00fd.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N\u00ean chia ng\u00e2n s\u00e1ch gi\u1eefa x\u00e2y th\u01b0\u01a1ng hi\u1ec7u v\u00e0 k\u00edch ho\u1ea1t b\u00e1n h\u00e0ng ra sao?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng c\u00f3 t\u1ef7 l\u1ec7 chung cho m\u1ecdi doanh nghi\u1ec7p, nh\u01b0ng d\u1eef li\u1ec7u c\u1ee7a IPA g\u1ee3i \u00fd m\u1ee9c tham kh\u1ea3o kho\u1ea3ng <strong>60% x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, 40% k\u00edch ho\u1ea1t<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Binet v\u00e0 Field (2013) ph\u00e2n t\u00edch c\u01a1 s\u1edf d\u1eef li\u1ec7u chi\u1ebfn d\u1ecbch c\u1ee7a Vi\u1ec7n C\u00e1c nh\u00e0 th\u1ef1c h\u00e0nh qu\u1ea3ng c\u00e1o Anh (IPA) v\u00e0 t\u00ecm th\u1ea5y t\u1ef7 l\u1ec7 t\u1ed1i \u01b0u trung b\u00ecnh kho\u1ea3ng 60:40 gi\u1eefa x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (t\u00e1c \u0111\u1ed9ng d\u00e0i h\u1ea1n) v\u00e0 k\u00edch ho\u1ea1t b\u00e1n h\u00e0ng (t\u00e1c \u0111\u1ed9ng ng\u1eafn h\u1ea1n). Nghi\u00ean c\u1ee9u <em>Effectiveness in Context<\/em> n\u0103m 2018 cho k\u1ebft qu\u1ea3 g\u1ea7n t\u01b0\u01a1ng t\u1ef1, kho\u1ea3ng 62:38 (Hoad, 2023). \u0110\u00e2y l\u00e0 m\u1ee9c trung b\u00ecnh t\u1eeb d\u1eef li\u1ec7u \u1edf Anh, t\u1ef7 l\u1ec7 ph\u00f9 h\u1ee3p thay \u0111\u1ed5i theo ng\u00e0nh v\u00e0 ho\u00e0n c\u1ea3nh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t v\u00ed d\u1ee5 qu\u1ed1c t\u1ebf l\u00e0 Airbnb. Trong b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean 10-K n\u0103m t\u00e0i ch\u00ednh 2021 n\u1ed9p cho \u1ee6y ban Ch\u1ee9ng kho\u00e1n M\u1ef9, c\u00f4ng ty cho bi\u1ebft s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u gi\u00fap h\u1ecd b\u1edbt ph\u1ee5 thu\u1ed9c v\u00e0o qu\u1ea3ng c\u00e1o hi\u1ec7u su\u1ea5t (performance marketing), v\u00e0 n\u00eau vi\u1ec7c gi\u1ea3m chi qu\u1ea3ng c\u00e1o hi\u1ec7u su\u1ea5t \u0111\u1ec3 t\u1eadp trung v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (Airbnb, Inc., 2022). B\u00e0i h\u1ecdc \u1edf \u0111\u00e2y l\u00e0 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c \u0111i theo m\u1ee5c ti\u00eau d\u00e0i h\u1ea1n, kh\u00f4ng ch\u1ec9 ch\u1ea1y theo ch\u1ec9 s\u1ed1 trong tu\u1ea7n. Khi \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 \u0111\u1ed3ng ti\u1ec1n, c\u00f3 th\u1ec3 tham kh\u1ea3o th\u00eam ch\u1ec9 s\u1ed1 <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/loi-tuc-dau-tu-tiep-thi-romi\/\" rel=\"noopener noreferrer\" target=\"_blank\">ROMI<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi chia ti\u1ec1n, h\u00e3y tr\u1ea3 l\u1eddi 4 c\u00e2u h\u1ecfi: c\u00f4ng ch\u00fang \u0111ang \u1edf k\u00eanh n\u00e0o, t\u1ed5ng ng\u00e2n s\u00e1ch l\u00e0 bao nhi\u00eau (k\u1ec3 c\u1ea3 d\u1ef1 ph\u00f2ng), k\u00eanh n\u00e0o hi\u1ec7u qu\u1ea3 v\u1edbi m\u1ee5c ti\u00eau n\u00e0o, v\u00e0 m\u1ee5c ti\u00eau n\u00e0o \u0111\u01b0\u1ee3c \u01b0u ti\u00ean.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u1ef1 luy\u1ec7n: l\u1eadp b\u1ea3ng m\u1ee5c ti\u00eau v\u00e0 ng\u00e2n s\u00e1ch<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n quan t\u00e2m v\u00e0 \u0111i\u1ec1n b\u1ea3ng sau. M\u1ed7i d\u00f2ng \u0111\u1ecdc l\u1ea1i th\u00e0nh 1 c\u00e2u theo c\u00f4ng th\u1ee9c \u1edf tr\u00ean.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>T\u1ea7ng<\/th><th>C\u00f4ng ch\u00fang<\/th><th>Ch\u1ec9 s\u1ed1 (KPI)<\/th><th>T\u1eeb A l\u00ean B<\/th><th>Th\u1eddi h\u1ea1n<\/th><th>\u0110o b\u1eb1ng<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>Nh\u1eadn th\u1ee9c<\/td><td>Ai, \u1edf \u0111\u00e2u?<\/td><td>Bi\u1ebft \/ nh\u1edb \/ hi\u1ec3u<\/td><td>A% \u2192 B%<\/td><td>\u2026<\/td><td>Kh\u1ea3o s\u00e1t, social listening\u2026<\/td><\/tr>\n<tr><td>Th\u00e1i \u0111\u1ed9<\/td><td>\u2026<\/td><td>Th\u00edch \/ tin \/ \u01b0a chu\u1ed9ng<\/td><td>\u2026<\/td><td>\u2026<\/td><td>\u2026<\/td><\/tr>\n<tr><td>H\u00e0nh vi<\/td><td>\u2026<\/td><td>\u0110\u0103ng k\u00fd \/ d\u00f9ng th\u1eed \/ mua<\/td><td>\u2026<\/td><td>\u2026<\/td><td>\u2026<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sau \u0111\u00f3, gi\u1ea3 \u0111\u1ecbnh m\u1ed9t ng\u00e2n s\u00e1ch (v\u00ed d\u1ee5 500 tri\u1ec7u \u0111\u1ed3ng cho 3 th\u00e1ng) v\u00e0 ph\u00e2n b\u1ed5 theo ph\u01b0\u01a1ng ph\u00e1p m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5: m\u1ed7i nhi\u1ec7m v\u1ee5 ph\u1ea3i ph\u1ee5c v\u1ee5 \u00edt nh\u1ea5t m\u1ed9t m\u1ee5c ti\u00eau, c\u00f3 chi ph\u00ed \u01b0\u1edbc t\u00ednh v\u00e0 c\u0103n c\u1ee9 \u01b0\u1edbc t\u00ednh, v\u00e0 n\u00ean gi\u1eef m\u1ed9t kho\u1ea3n d\u1ef1 ph\u00f2ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng c\u00f3 n\u00ean l\u00e0 doanh s\u1ed1 kh\u00f4ng?<\/strong><br\/>\nTh\u01b0\u1eddng l\u00e0 kh\u00f4ng n\u00ean \u0111\u1eb7t ri\u00eang doanh s\u1ed1 cho truy\u1ec1n th\u00f4ng, v\u00ec doanh s\u1ed1 ch\u1ecbu t\u00e1c \u0111\u1ed9ng c\u1ee7a gi\u00e1, s\u1ea3n ph\u1ea9m, ph\u00e2n ph\u1ed1i v\u00e0 \u0111\u1ed1i th\u1ee7. H\u00e3y \u0111\u1eb7t m\u1ee5c ti\u00eau \u1edf thay \u0111\u1ed5i nh\u1eadn th\u1ee9c, th\u00e1i \u0111\u1ed9 ho\u1eb7c h\u00e0nh vi c\u1ee7a c\u00f4ng ch\u00fang, v\u00e0 cho th\u1ea5y c\u00e1c m\u1ee5c ti\u00eau \u0111\u00f3 ph\u1ee5c v\u1ee5 m\u1ee5c ti\u00eau marketing nh\u01b0 th\u1ebf n\u00e0o (Belch &amp; Belch, 2021).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ch\u1eef A v\u00e0 R trong SMART l\u00e0 g\u00ec m\u1edbi \u0111\u00fang?<\/strong><br\/>\nB\u1ea3n g\u1ed1c c\u1ee7a Doran (1981) l\u00e0 Assignable v\u00e0 Realistic. Nhi\u1ec1u t\u00e0i li\u1ec7u sau d\u00f9ng Achievable\/Attainable v\u00e0 Relevant. C\u1ea3 hai \u0111\u1ec1u \u0111\u01b0\u1ee3c d\u00f9ng; \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 nh\u1ea5t qu\u00e1n v\u00e0 ghi ngu\u1ed3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u1ed9t k\u1ebf ho\u1ea1ch n\u00ean c\u00f3 bao nhi\u00eau m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng?<\/strong><br\/>\nKh\u00f4ng c\u00f3 con s\u1ed1 c\u1ed1 \u0111\u1ecbnh. V\u1edbi m\u1ed9t chi\u1ebfn d\u1ecbch, c\u00e1ch l\u00e0m ph\u1ed5 bi\u1ebfn trong l\u1edbp h\u1ecdc l\u00e0 1 m\u1ee5c ti\u00eau cho m\u1ed7i t\u1ea7ng (nh\u1eadn th\u1ee9c, th\u00e1i \u0111\u1ed9, h\u00e0nh vi) \u0111\u1ec3 th\u1ea5y r\u00f5 chu\u1ed7i t\u00e1c \u0111\u1ed9ng; quan tr\u1ecdng h\u01a1n s\u1ed1 l\u01b0\u1ee3ng l\u00e0 m\u1ed7i m\u1ee5c ti\u00eau \u0111\u1ec1u \u0111o \u0111\u01b0\u1ee3c v\u00e0 c\u00f3 ng\u00e2n s\u00e1ch \u0111i k\u00e8m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Doanh nghi\u1ec7p nh\u1ecf c\u00f3 c\u1ea7n d\u00f9ng ph\u01b0\u01a1ng ph\u00e1p m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5 kh\u00f4ng?<\/strong><br\/>\nC\u00f3 th\u1ec3 k\u1ebft h\u1ee3p. Doanh nghi\u1ec7p nh\u1ecf th\u01b0\u1eddng b\u1ecb gi\u1edbi h\u1ea1n b\u1edfi kh\u1ea3 n\u0103ng chi tr\u1ea3, nh\u01b0ng vi\u1ec7c li\u1ec7t k\u00ea nhi\u1ec7m v\u1ee5 theo m\u1ee5c ti\u00eau gi\u00fap bi\u1ebft n\u00ean c\u1eaft vi\u1ec7c g\u00ec khi thi\u1ebfu ti\u1ec1n, thay v\u00ec c\u1eaft \u0111\u1ec1u m\u1ecdi k\u00eanh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 \u0111i\u1ec1u c\u1ea7n nh\u1edb<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng \u0111o thay \u0111\u1ed5i \u1edf c\u00f4ng ch\u00fang, ph\u1ee5c v\u1ee5 m\u1ee5c ti\u00eau marketing v\u00e0 m\u1ee5c ti\u00eau c\u1ee7a t\u1ed5 ch\u1ee9c.<\/li>\n\n\n<li>Vi\u1ebft m\u1ee5c ti\u00eau b\u1eb1ng 1 c\u00e2u: \u0111\u1ed9ng t\u1eeb + ch\u1ec9 s\u1ed1 + c\u00f4ng ch\u00fang + t\u1eeb A l\u00ean B + th\u1eddi h\u1ea1n, r\u1ed3i so\u00e1t b\u1eb1ng SMART; kh\u00f4ng vi\u1ebft \u0111\u1ea7u ra th\u00e0nh m\u1ee5c ti\u00eau.<\/li>\n\n\n<li>Ng\u00e2n s\u00e1ch n\u00ean \u0111\u01b0\u1ee3c t\u00ednh t\u1eeb m\u1ee5c ti\u00eau (m\u1ee5c ti\u00eau &#8211; nhi\u1ec7m v\u1ee5), r\u1ed3i \u0111\u1ed1i chi\u1ebfu v\u1edbi kh\u1ea3 n\u0103ng chi, t\u1ef7 l\u1ec7 doanh thu v\u00e0 m\u1ee9c chi c\u1ee7a \u0111\u1ed1i th\u1ee7; khi ph\u00e2n b\u1ed5, c\u00e2n b\u1eb1ng gi\u1eefa d\u00e0i h\u1ea1n v\u00e0 ng\u1eafn h\u1ea1n.<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n \u0111ang h\u1ecdc v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o, h\u00e3y \u0111\u1ecdc ti\u1ebfp <a href=\"https:\/\/dykhoa.com\/blog\/chien-luoc-sang-tao-insight-big-idea-thong-diep-tagline\/\" rel=\"noopener noreferrer\" target=\"_blank\">chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o: insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline<\/a> \u0111\u1ec3 th\u1ea5y m\u1ee5c ti\u00eau quy\u1ebft \u0111\u1ecbnh &#8220;n\u00f3i g\u00ec&#8221; nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (Dy Khoa), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/summary>\n\n<p class=\"wp-block-paragraph\">Airbnb, Inc. (2022). <em>Form 10-K: Annual report for the fiscal year ended December 31, 2021<\/em>. U.S. Securities and Exchange Commission. https:\/\/www.sec.gov\/Archives\/edgar\/data\/1559720\/000155972022000006\/abnb-20211231.htm<\/p>\n\n\n<p class=\"wp-block-paragraph\">Belch, G. E., &amp; Belch, M. A. (2021). <em>Advertising and promotion: An integrated marketing communications perspective<\/em> (12th ed.). McGraw Hill.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Binet, L., &amp; Field, P. (2013). <em>The long and the short of it: Balancing short and long-term marketing strategies<\/em>. Institute of Practitioners in Advertising.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Colley, R. H. (1961). <em>Defining advertising goals for measured advertising results<\/em>. Association of National Advertisers.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Doran, G. T. (1981). There\u2019s a S.M.A.R.T. way to write management\u2019s goals and objectives. <em>Management Review, 70<\/em>(11), 35-36.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Gartner. (2025, May 12). <em>Gartner 2025 CMO spend survey reveals marketing budgets have flatlined at 7.7% of overall company revenue<\/em> [Press release]. https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue<\/p>\n\n\n<p class=\"wp-block-paragraph\">Government Communication Service. (n.d.). <em>Guide to campaign planning: OASIS<\/em>. https:\/\/www.communications.gov.uk\/guidance\/marketing\/delivering-government-campaigns\/guide-to-campaign-planning-oasis\/<\/p>\n\n\n<p class=\"wp-block-paragraph\">Hoad, A. (2023, September 13). <em>The next chapter for \u2018The Long and The Short of It\u2019<\/em>. IPA. https:\/\/ipa.co.uk\/knowledge\/ipa-blog\/the-next-chapter-for-the-long-and-the-short-of-it\/<\/p>\n\n\n<p class=\"wp-block-paragraph\">Jones, J. P. (1990). Ad spending: Maintaining market share. <em>Harvard Business Review, 68<\/em>(1), 38-43.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Kotler, P., Keller, K. L., &amp; Chernev, A. (2022). <em>Marketing management<\/em> (16th ed.). Pearson.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Lavidge, R. J., &amp; Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. <em>Journal of Marketing, 25<\/em>(6), 59-62. https:\/\/doi.org\/10.1177\/002224296102500611<\/p>\n\n\n<p class=\"wp-block-paragraph\">Minh S\u01a1n. (2017, 3 th\u00e1ng 2). Vinamilk chi g\u1ea7n 25 t\u1ef7 \u0111\u1ed3ng m\u1ed7i ng\u00e0y cho qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i. <em>VnExpress<\/em>. https:\/\/vnexpress.net\/vinamilk-chi-gan-25-ty-dong-moi-ngay-cho-quang-cao-khuyen-mai-3535652.html<\/p>\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ed1c h\u1ed9i. (2014). <em>Lu\u1eadt s\u1eeda \u0111\u1ed5i, b\u1ed5 sung m\u1ed9t s\u1ed1 \u0111i\u1ec1u c\u1ee7a c\u00e1c lu\u1eadt v\u1ec1 thu\u1ebf, s\u1ed1 71\/2014\/QH13<\/em>.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Vakratsas, D., &amp; Ambler, T. (1999). How advertising works: What do we really know? <em>Journal of Marketing, 63<\/em>(1), 26-43. https:\/\/doi.org\/10.1177\/002224299906300103<\/p>\n\n\n<p class=\"wp-block-paragraph\">World Health Organization Viet Nam. (2025, October 14). <em>WHO and AIP Foundation launch new road safety partnership to save young lives in Viet Nam<\/em>. https:\/\/www.who.int\/vietnam\/vi\/news\/detail\/14-10-2025-who-and-aip-foundation-launch-new-road-safety-partnership-to-save-young-lives-in-vietnam<\/p>\n\n<\/details>\n\n","protected":false},"excerpt":{"rendered":"<p>C\u00e1ch vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng theo DAGMAR v\u00e0 SMART, 4 ph\u01b0\u01a1ng ph\u00e1p t\u00ednh ng\u00e2n s\u00e1ch, c\u00e1ch chia ti\u1ec1n d\u00e0i h\u1ea1n v\u00e0 ng\u1eafn h\u1ea1n, k\u00e8m v\u00ed d\u1ee5 v\u00e0 m\u1eabu b\u1ea3ng t\u1ef1 luy\u1ec7n.<\/p>\n","protected":false},"author":1,"featured_media":6459,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[828,405,826,827,464],"class_list":["post-6460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-dagmar","tag-lap-ke-hoach-truyen-thong","tag-muc-tieu-truyen-thong","tag-ngan-sach-truyen-thong","tag-smart"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng v\u00e0 ng\u00e2n s\u00e1ch: c\u00e1ch \u0111\u1eb7t v\u00e0 t\u00ednh<\/title>\n<meta name=\"description\" content=\"C\u00e1ch vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng theo DAGMAR v\u00e0 SMART, 4 ph\u01b0\u01a1ng ph\u00e1p t\u00ednh ng\u00e2n s\u00e1ch, c\u00e1ch chia ti\u1ec1n 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