{"id":755,"date":"2026-09-30T18:58:35","date_gmt":"2026-09-30T11:58:35","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=755"},"modified":"2026-09-30T19:27:43","modified_gmt":"2026-09-30T12:27:43","slug":"quang-cao-sang-tao-co-ban-duoc-hang-hon-khong","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/","title":{"rendered":"Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 th\u1ef1c s\u1ef1 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n kh\u00f4ng?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n, nh\u01b0ng ch\u1ec9 khi s\u1ef1 m\u1edbi l\u1ea1 \u0111i c\u00f9ng s\u1ef1 ph\u00f9 h\u1ee3p.<\/strong> M\u1ed9t ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p tr\u00ean 67 b\u00e0i b\u00e1o khoa h\u1ecdc cho th\u1ea5y s\u00e1ng t\u1ea1o qu\u1ea3ng c\u00e1o c\u00f3 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u1ed5n \u0111\u1ecbnh. Nghi\u00ean c\u1ee9u g\u1eafn 437 chi\u1ebfn d\u1ecbch TV v\u1edbi d\u1eef li\u1ec7u b\u00e1n h\u00e0ng th\u00ec ch\u1ec9 ra \u0111i\u1ec1u \u00edt ng\u01b0\u1eddi \u0111\u1ec3 \u00fd: chi\u1ec1u s\u00e1ng t\u1ea1o t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn doanh s\u1ed1 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ef1 \u0111\u1ed9c \u0111\u00e1o. B\u00e0i vi\u1ebft n\u00e0y t\u1ed5ng h\u1ee3p nh\u1eefng b\u1eb1ng ch\u1ee9ng \u0111\u00f3 v\u00e0 g\u1ee3i \u00fd c\u00e1ch \u00e1p d\u1ee5ng khi b\u1ea1n vi\u1ebft brief, ph\u00e1t tri\u1ec3n hay duy\u1ec7t \u00fd t\u01b0\u1edfng <a href=\"https:\/\/dykhoa.com\/blog\/influencer-vac-xin-indonesia-raffi-ahmad\/\" data-type=\"post\" data-id=\"655\">qu\u1ea3ng c\u00e1o<\/a>.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-box-title\">Trong b\u00e0i vi\u1ebft n\u00e0y,<\/div>\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/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\"><span class=\"ez-toc-js-icon-con\"><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><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Tom_tat_nhanh\" >T\u00f3m t\u1eaft nhanh<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#The_nao_la_mot_quang_cao_sang_tao\" >Th\u1ebf n\u00e0o l\u00e0 m\u1ed9t qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Bang_chung_1_phan_tich_tong_hop_878_he_so_anh_huong\" >B\u1eb1ng ch\u1ee9ng 1: ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p 878 h\u1ec7 s\u1ed1 \u1ea3nh h\u01b0\u1edfng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Bang_chung_2_437_chien_dich_TV_va_du_lieu_ban_hang_that\" >B\u1eb1ng ch\u1ee9ng 2: 437 chi\u1ebfn d\u1ecbch TV v\u00e0 d\u1eef li\u1ec7u b\u00e1n h\u00e0ng th\u1eadt<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Khac_biet_%C3%97_Lien_quan_thieu_mot_ve_la_hong\" >Kh\u00e1c bi\u1ec7t \u00d7 Li\u00ean quan: thi\u1ebfu m\u1ed9t v\u1ebf l\u00e0 h\u1ecfng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Ai_duoc_quyen_noi_mot_quang_cao_la_%E2%80%9Csang_tao%E2%80%9D\" >Ai \u0111\u01b0\u1ee3c quy\u1ec1n n\u00f3i m\u1ed9t qu\u1ea3ng c\u00e1o l\u00e0 &#8220;s\u00e1ng t\u1ea1o&#8221;?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Khi_nao_quang_cao_sang_tao_khong_phat_huy_tac_dung\" >Khi n\u00e0o qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o kh\u00f4ng ph\u00e1t huy t\u00e1c d\u1ee5ng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Ap_dung_the_nao_khi_lam_brief_va_duyet_y_tuong\" >\u00c1p d\u1ee5ng th\u1ebf n\u00e0o khi l\u00e0m brief v\u00e0 duy\u1ec7t \u00fd t\u01b0\u1edfng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Cau_hoi_thuong_gap\" >C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Quang_cao_sang_tao_la_gi\" >Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Quang_cao_sang_tao_co_giup_tang_doanh_so_khong\" >Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 gi\u00fap t\u0103ng doanh s\u1ed1 kh\u00f4ng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Yeu_to_sang_tao_nao_tac_dong_manh_nhat_den_doanh_so\" >Y\u1ebfu t\u1ed1 s\u00e1ng t\u1ea1o n\u00e0o t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn doanh s\u1ed1?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Ai_nen_danh_gia_muc_do_sang_tao_cua_quang_cao\" >Ai n\u00ean \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 s\u00e1ng t\u1ea1o c\u1ee7a qu\u1ea3ng c\u00e1o?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Quang_cao_doc_dao_nhung_khong_lien_quan_den_thuong_hieu_co_hieu_qua_khong\" >Qu\u1ea3ng c\u00e1o \u0111\u1ed9c \u0111\u00e1o nh\u01b0ng kh\u00f4ng li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Tai_lieu_tham_khao\" >T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/#Doi_loi_gioi_thieu\" >\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tom_tat_nhanh\"><\/span>T\u00f3m t\u1eaft nhanh<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>C\u00f3, qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o hi\u1ec7u qu\u1ea3 h\u01a1n.<\/strong> Ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p 67 b\u00e0i b\u00e1o (878 h\u1ec7 s\u1ed1 \u1ea3nh h\u01b0\u1edfng) cho th\u1ea5y t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c v\u00e0 \u1ed5n \u0111\u1ecbnh.<\/li>\n\n\n\n<li><strong>S\u00e1ng t\u1ea1o = \u0111\u1ed9c \u0111\u00e1o + ph\u00f9 h\u1ee3p.<\/strong> Thi\u1ebfu m\u1ed9t v\u1ebf, hi\u1ec7u qu\u1ea3 gi\u1ea3m r\u00f5 r\u1ec7t.<\/li>\n\n\n\n<li><strong>Elaboration quan tr\u1ecdng h\u01a1n originality.<\/strong> Trong 437 chi\u1ebfn d\u1ecbch TV, ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng \u0111\u1ebfn chi ti\u1ebft t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn doanh s\u1ed1 m\u1ea1nh h\u01a1n s\u1ef1 \u0111\u1ed9c \u0111\u00e1o.<\/li>\n\n\n\n<li><strong>Kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng c\u00f3 l\u1ee3i.<\/strong> T\u00e1c \u0111\u1ed9ng m\u1ea1nh h\u01a1n v\u1edbi s\u1ea3n ph\u1ea9m c\u1ea7n c\u00e2n nh\u1eafc k\u1ef9, v\u00e0 c\u00f3 ng\u00e0nh h\u00e0ng b\u1ecb \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c.<\/li>\n\n\n\n<li><strong>Ng\u01b0\u1eddi ch\u1ea5m n\u00ean l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng,<\/strong> kh\u00f4ng ch\u1ec9 chuy\u00ean gia hay gi\u1ea3i th\u01b0\u1edfng.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_nao_la_mot_quang_cao_sang_tao\"><\/span>Th\u1ebf n\u00e0o l\u00e0 m\u1ed9t qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trong nghi\u00ean c\u1ee9u qu\u1ea3ng c\u00e1o, s\u00e1ng t\u1ea1o kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 &#8220;l\u1ea1&#8221; hay &#8220;\u0111\u1eb9p&#8221;. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u xem \u0111\u00e2y l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m g\u1ed3m hai v\u1ebf: <strong>\u0111\u1ed9c \u0111\u00e1o<\/strong> (originality) v\u00e0 <strong>ph\u00f9 h\u1ee3p<\/strong> (appropriateness) (Rosengren et al., 2020b).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u00f3m nghi\u00ean c\u1ee9u c\u1ee7a Robert Smith g\u1ecdi hai v\u1ebf n\u00e0y b\u1eb1ng t\u00ean kh\u00e1c: <strong>kh\u00e1c bi\u1ec7t<\/strong> (divergence) v\u00e0 <strong>li\u00ean quan<\/strong> (relevance) (Smith et al., 2008). D\u00f9 t\u00ean g\u1ecdi kh\u00e1c nhau, \u00fd ch\u00ednh gi\u1ed1ng nhau: m\u1ed9t qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o v\u1eeba ph\u1ea3i kh\u00e1c \u0111i\u1ec1u ng\u01b0\u1eddi xem ch\u1edd \u0111\u1ee3i, v\u1eeba ph\u1ea3i c\u00f3 \u00fd ngh\u0129a v\u1edbi h\u1ecd v\u00e0 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1ch hi\u1ec3u n\u00e0y quan tr\u1ecdng v\u00ec n\u00f3 thay \u0111\u1ed5i c\u00e2u h\u1ecfi. Thay v\u00ec h\u1ecfi &#8220;\u00fd t\u01b0\u1edfng n\u00e0y c\u00f3 l\u1ea1 kh\u00f4ng?&#8221;, ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 c\u1ea7n h\u1ecfi th\u00eam: &#8220;l\u1ea1 theo c\u00e1ch c\u00f3 \u00edch cho th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng?&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bang_chung_1_phan_tich_tong_hop_878_he_so_anh_huong\"><\/span>B\u1eb1ng ch\u1ee9ng 1: ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p 878 h\u1ec7 s\u1ed1 \u1ea3nh h\u01b0\u1edfng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e2u tr\u1ea3 l\u1eddi ng\u1eafn l\u00e0 c\u00f3: s\u00e1ng t\u1ea1o qu\u1ea3ng c\u00e1o t\u1ea1o ra t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c v\u00e0 \u1ed5n \u0111\u1ecbnh. \u0110\u00e2y l\u00e0 k\u1ebft lu\u1eadn c\u1ee7a Rosengren, Eisend, Koslow v\u00e0 Dahlen (2020a) tr\u00ean <em>Journal of Marketing<\/em>. Nh\u00f3m t\u00e1c gi\u1ea3 t\u1ed5ng h\u1ee3p 93 b\u1ed9 d\u1eef li\u1ec7u t\u1eeb 67 b\u00e0i b\u00e1o, v\u1edbi 878 h\u1ec7 s\u1ed1 \u1ea3nh h\u01b0\u1edfng (Rosengren et al., 2020a).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nghi\u00ean c\u1ee9u c\u00f2n cho th\u1ea5y <em>khi n\u00e0o<\/em> v\u00e0 <em>v\u00ec sao<\/em> s\u00e1ng t\u1ea1o c\u00f3 t\u00e1c d\u1ee5ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u1ea1nh h\u01a1n v\u1edbi s\u1ea3n ph\u1ea9m c\u1ea7n c\u00e2n nh\u1eafc k\u1ef9<\/strong> (high-involvement) so v\u1edbi s\u1ea3n ph\u1ea9m mua nhanh, \u00edt suy ngh\u0129.<\/li>\n\n\n\n<li><strong>V\u1edbi th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a quen thu\u1ed9c<\/strong>, t\u00e1c \u0111\u1ed9ng l\u00ean ph\u1ea3n \u1ee9ng v\u1edbi qu\u1ea3ng c\u00e1o m\u1ea1nh h\u01a1n m\u1ed9t ch\u00fat, nh\u01b0ng kh\u00f4ng m\u1ea1nh h\u01a1n l\u00ean ph\u1ea3n \u1ee9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li><strong>\u0110\u1ed9c \u0111\u00e1o<\/strong> ch\u1ee7 y\u1ebfu t\u1ea1o hi\u1ec7u \u1ee9ng chuy\u1ec3n giao c\u1ea3m x\u00fac (affect transfer): kh\u00e1n gi\u1ea3 th\u00edch qu\u1ea3ng c\u00e1o, r\u1ed3i c\u1ea3m t\u00ecnh \u0111\u00f3 lan sang th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li><strong>Ph\u00f9 h\u1ee3p<\/strong> ch\u1ee7 y\u1ebfu t\u1ea1o hi\u1ec7u \u1ee9ng t\u00edn hi\u1ec7u (signaling): qu\u1ea3ng c\u00e1o t\u00e1c \u0111\u1ed9ng qua t\u00edn hi\u1ec7u n\u00f3 ph\u00e1t \u0111i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9 kh\u00f4ng ch\u1ec9 qua th\u00f4ng \u0111i\u1ec7p c\u1ee5 th\u1ec3.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">H\u1ec7 qu\u1ea3 th\u1ef1c t\u1ebf: n\u1ebfu ch\u1ec9 ch\u1ea1y theo s\u1ef1 \u0111\u1ed9c \u0111\u00e1o, b\u1ea1n c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi xem th\u00edch qu\u1ea3ng c\u00e1o nh\u01b0ng b\u1ecf l\u1ee1 ph\u1ea7n l\u1ee3i \u00edch \u0111\u1ebfn t\u1eeb t\u00edn hi\u1ec7u v\u00e0 s\u1ef1 ph\u00f9 h\u1ee3p. Nh\u00f3m t\u00e1c gi\u1ea3 c\u0169ng khuy\u1ebfn ngh\u1ecb n\u00ean \u0111\u1ec3 <strong>ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>, thay v\u00ec chuy\u00ean gia hay c\u00e1c gi\u1ea3i th\u01b0\u1edfng, \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 s\u00e1ng t\u1ea1o (Rosengren et al., 2020b).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t gi\u1edbi h\u1ea1n c\u1ea7n bi\u1ebft: ch\u00ednh nh\u00f3m t\u00e1c gi\u1ea3 k\u00eau g\u1ecdi th\u00eam nghi\u00ean c\u1ee9u n\u1ed1i s\u00e1ng t\u1ea1o v\u1edbi <strong>doanh s\u1ed1<\/strong> v\u00e0 v\u1edbi <strong>m\u00f4i tr\u01b0\u1eddng s\u1ed1<\/strong>. Nh\u1eadn \u0111\u1ecbnh n\u00e0y kh\u1edbp v\u1edbi Reinartz v\u00e0 Saffert (2013): tr\u01b0\u1edbc nghi\u00ean c\u1ee9u c\u1ee7a h\u1ecd, c\u00f3 r\u1ea5t \u00edt b\u1eb1ng ch\u1ee9ng n\u1ed1i qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o v\u1edbi h\u00e0nh vi mua.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bang_chung_2_437_chien_dich_TV_va_du_lieu_ban_hang_that\"><\/span>B\u1eb1ng ch\u1ee9ng 2: 437 chi\u1ebfn d\u1ecbch TV v\u00e0 d\u1eef li\u1ec7u b\u00e1n h\u00e0ng th\u1eadt<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nghi\u00ean c\u1ee9u c\u1ee7a Werner Reinartz v\u00e0 Peter Saffert (\u0110H Cologne) l\u00e0 m\u1ed9t trong s\u1ed1 \u00edt nghi\u00ean c\u1ee9u n\u1ed1i th\u1eb3ng s\u00e1ng t\u1ea1o v\u1edbi doanh s\u1ed1. Nh\u00f3m ph\u00e2n t\u00edch 437 chi\u1ebfn d\u1ecbch TV c\u1ee7a 90 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng ti\u00eau d\u00f9ng nhanh (FMCG) t\u1ea1i \u0110\u1ee9c, thu\u1ed9c 10 ng\u00e0nh h\u00e0ng (Reinartz &amp; Saffert, 2013; WARC, 2013). Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0\u1ee3c hu\u1ea5n luy\u1ec7n \u0111\u1ec3 ch\u1ea5m t\u1eebng chi\u1ebfn d\u1ecbch, r\u1ed3i \u0111i\u1ec3m \u0111\u01b0\u1ee3c \u0111\u1ed1i chi\u1ebfu v\u1edbi g\u1ea7n s\u00e1u n\u0103m d\u1eef li\u1ec7u b\u00e1n h\u00e0ng (How, 2026).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e1ng t\u1ea1o \u0111\u01b0\u1ee3c \u0111o theo 5 chi\u1ec1u, m\u1ed7i chi\u1ec1u c\u00f3 b\u1ed9 c\u00e2u h\u1ecfi ri\u00eang cho ng\u01b0\u1eddi ch\u1ea5m. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 b\u1ea1n c\u00f3 th\u1ec3 d\u00f9ng ngay \u0111\u1ec3 t\u1ef1 \u0111\u00e1nh gi\u00e1 \u00fd t\u01b0\u1edfng c\u1ee7a m\u00ecnh (Reinartz &amp; Saffert, 2013):<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>Chi\u1ec1u<\/th><th>Qu\u1ea3ng c\u00e1o \u0111\u1ea1t \u0111i\u1ec3m cao khi<\/th><th>C\u00e2u h\u1ecfi cho ng\u01b0\u1eddi ch\u1ea5m<\/th><\/tr><tr><td>Originality (\u0111\u1ed9c \u0111\u00e1o)<\/td><td>C\u00f3 y\u1ebfu t\u1ed1 hi\u1ebfm g\u1eb7p, b\u1ea5t ng\u1edd, tho\u00e1t kh\u1ecfi l\u1ed1i m\u00f2n<\/td><td>C\u00f3 &#8220;kh\u00e1c th\u01b0\u1eddng&#8221; kh\u00f4ng? C\u00f3 tho\u00e1t kh\u1ecfi l\u1ed1i ngh\u0129 r\u1eadp khu\u00f4n kh\u00f4ng? C\u00f3 \u0111\u1ed9c nh\u1ea5t kh\u00f4ng?<\/td><\/tr><tr><td>Flexibility (linh ho\u1ea1t)<\/td><td>G\u1eafn s\u1ea3n ph\u1ea9m v\u1edbi nhi\u1ec1u c\u00e1ch d\u00f9ng ho\u1eb7c nhi\u1ec1u \u00fd t\u01b0\u1edfng kh\u00e1c nhau<\/td><td>C\u00f3 chuy\u1ec3n t\u1eeb ch\u1ee7 \u0111\u1ec1 n\u00e0y sang ch\u1ee7 \u0111\u1ec1 kh\u00e1c kh\u00f4ng? C\u00f3 nhi\u1ec1u \u00fd t\u01b0\u1edfng kh\u00e1c nhau kh\u00f4ng?<\/td><\/tr><tr><td>Elaboration (ph\u00e1t tri\u1ec3n chi ti\u1ebft)<\/td><td>C\u00f3 chi ti\u1ebft b\u1ea5t ng\u1edd, m\u1edf r\u1ed9ng \u00fd t\u01b0\u1edfng \u0111\u01a1n gi\u1ea3n th\u00e0nh th\u1ee9 tinh t\u1ebf, ph\u1ee9c t\u1ea1p h\u01a1n<\/td><td>C\u00f3 nhi\u1ec1u chi ti\u1ebft kh\u00f4ng? C\u00f3 m\u1edf r\u1ed9ng \u00fd t\u01b0\u1edfng c\u01a1 b\u1ea3n kh\u00f4ng? Chi ti\u1ebft c\u00f3 nhi\u1ec1u h\u01a1n mong \u0111\u1ee3i kh\u00f4ng?<\/td><\/tr><tr><td>Synthesis (k\u1ebft h\u1ee3p)<\/td><td>N\u1ed1i nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng, \u00fd t\u01b0\u1edfng th\u01b0\u1eddng kh\u00f4ng li\u00ean quan<\/td><td>C\u00f3 k\u1ebft n\u1ed1i nh\u1eefng th\u1ee9 th\u01b0\u1eddng kh\u00f4ng \u0111i c\u00f9ng nhau kh\u00f4ng? C\u00f3 li\u00ean k\u1ebft b\u1ea5t th\u01b0\u1eddng kh\u00f4ng?<\/td><\/tr><tr><td>Artistic value (gi\u00e1 tr\u1ecb ngh\u1ec7 thu\u1eadt)<\/td><td>C\u00f3 ng\u00f4n t\u1eeb, h\u00ecnh \u1ea3nh ho\u1eb7c \u00e2m thanh h\u1ea5p d\u1eabn v\u1ec1 th\u1ea9m m\u1ef9<\/td><td>C\u00f3 kh\u00e1c bi\u1ec7t v\u1ec1 h\u00ecnh \u1ea3nh ho\u1eb7c ng\u00f4n t\u1eeb kh\u00f4ng? C\u00f3 l\u00e0m \u00fd t\u01b0\u1edfng s\u1ed1ng \u0111\u1ed9ng kh\u00f4ng? Kh\u00e2u s\u1ea3n xu\u1ea5t c\u00f3 t\u00ednh ngh\u1ec7 thu\u1eadt kh\u00f4ng?<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ba ph\u00e1t hi\u1ec7n \u0111\u00e1ng ch\u00fa \u00fd v\u1edbi ng\u01b0\u1eddi l\u00e0m ngh\u1ec1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>S\u00e1ng t\u1ea1o c\u00f3 sinh l\u1eddi.<\/strong> M\u1ed9t euro chi cho chi\u1ebfn d\u1ecbch r\u1ea5t s\u00e1ng t\u1ea1o t\u1ea1o t\u00e1c \u0111\u1ed9ng doanh s\u1ed1 g\u1ea7n g\u1ea5p \u0111\u00f4i m\u1ed9t euro chi cho chi\u1ebfn d\u1ecbch k\u00e9m s\u00e1ng t\u1ea1o.<\/li>\n\n\n\n<li><strong>Elaboration m\u1ea1nh h\u01a1n originality.<\/strong> Elaboration t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn doanh s\u1ed1 m\u1ea1nh h\u01a1n nhi\u1ec1u so v\u1edbi originality. C\u1eb7p k\u1ebft h\u1ee3p hi\u1ec7u qu\u1ea3 nh\u1ea5t l\u00e0 originality c\u00f9ng elaboration.<\/li>\n\n\n\n<li><strong>Kh\u00f4ng ph\u1ea3i ng\u00e0nh n\u00e0o c\u0169ng h\u01b0\u1edfng l\u1ee3i.<\/strong> V\u1edbi s\u1eefa d\u01b0\u1ee1ng th\u1ec3 v\u00e0 ch\u0103m s\u00f3c da m\u1eb7t, th\u00eam s\u00e1ng t\u1ea1o l\u1ea1i g\u00e2y b\u1ea5t l\u1ee3i. Trong khi \u0111\u00f3, d\u1ea7u g\u1ed9i v\u00e0 b\u1ed9t gi\u1eb7t, v\u1ed1n \u00edt s\u00e1ng t\u1ea1o, l\u1ea1i h\u01b0\u1edfng l\u1ee3i khi \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 th\u00eam.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Khi x\u1ebfp h\u1ea1ng theo t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn doanh s\u1ed1, elaboration \u0111\u1ee9ng \u0111\u1ea7u, ti\u1ebfp theo l\u00e0 artistic value, c\u00f2n originality x\u1ebfp sau. Chi ti\u1ebft \u0111\u00e1ng suy ngh\u0129 nh\u1ea5t n\u1eb1m \u1edf c\u00e1c t\u1ed5 h\u1ee3p: t\u1ed5 h\u1ee3p flexibility + elaboration, v\u1ed1n \u0111\u01b0\u1ee3c d\u00f9ng nhi\u1ec1u nh\u1ea5t, l\u1ea1i thu\u1ed9c nh\u00f3m hi\u1ec7u qu\u1ea3 th\u1ea5p nh\u1ea5t. Ng\u01b0\u1ee3c l\u1ea1i, artistic value + originality thu\u1ed9c nh\u00f3m hi\u1ec7u qu\u1ea3 cao (Reinartz &amp; Saffert, 2013). Nh\u00f3m t\u00e1c gi\u1ea3 cho r\u1eb1ng nhi\u1ec1u doanh nghi\u1ec7p \u0111ang \u0111\u1ea7u t\u01b0 v\u00e0o sai chi\u1ec1u s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec sao elaboration m\u1ea1nh \u0111\u1ebfn v\u1eady? Design Week m\u00f4 t\u1ea3 \u0111\u00e2y l\u00e0 c\u00f4ng vi\u1ec7c &#8220;l\u1ea5y m\u1ed9t \u00fd t\u01b0\u1edfng v\u00e0 kh\u00f4ng ch\u1ecbu bu\u00f4ng n\u00f3 cho \u0111\u1ebfn khi ho\u00e0n thi\u1ec7n&#8221; (How, 2026). N\u00f3i c\u00e1ch kh\u00e1c, kh\u00e1c bi\u1ec7t gi\u1eefa m\u1ed9t \u00fd t\u01b0\u1edfng hay v\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng th\u01b0\u1eddng n\u1eb1m \u1edf kh\u00e2u ph\u00e1t tri\u1ec3n, ch\u1ee9 kh\u00f4ng ch\u1ec9 \u1edf kho\u1ea3nh kh\u1eafc ngh\u0129 ra \u00fd t\u01b0\u1edfng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u1ee3i th\u1ebf c\u1ee7a chi\u1ebfn d\u1ecbch s\u00e1ng t\u1ea1o c\u0169ng t\u0103ng d\u1ea7n theo th\u1eddi gian: ch\u00eanh l\u1ec7ch t\u0103ng kho\u1ea3ng ba l\u1ea7n t\u1eeb tu\u1ea7n th\u1ee9 nh\u1ea5t \u0111\u1ebfn tu\u1ea7n th\u1ee9 t\u01b0 (How, 2026). V\u00ec v\u1eady, \u0111\u00e1nh gi\u00e1 m\u1ed9t \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o ch\u1ec9 sau v\u00e0i ng\u00e0y ch\u1ea1y c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 th\u1ea5p n\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u01b0u \u00fd khi d\u1eabn l\u1ea1i: d\u1eef li\u1ec7u n\u00e0y \u0111\u1ebfn t\u1eeb qu\u1ea3ng c\u00e1o TV, h\u00e0ng FMCG, th\u1ecb tr\u01b0\u1eddng \u0110\u1ee9c. C\u1ea7n th\u1eadn tr\u1ecdng khi suy r\u1ed9ng sang qu\u1ea3ng c\u00e1o s\u1ed1 hay th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Khac_biet_%C3%97_Lien_quan_thieu_mot_ve_la_hong\"><\/span>Kh\u00e1c bi\u1ec7t \u00d7 Li\u00ean quan: thi\u1ebfu m\u1ed9t v\u1ebf l\u00e0 h\u1ecfng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e1ng t\u1ea1o l\u00e0 m\u1ed9t ph\u00e9p nh\u00e2n, kh\u00f4ng ph\u1ea3i ph\u00e9p c\u1ed9ng. Smith, Chen v\u00e0 Yang (2008) thi\u1ebft k\u1ebf th\u00ed nghi\u1ec7m thay \u0111\u1ed5i ri\u00eang m\u1ee9c kh\u00e1c bi\u1ec7t v\u00e0 m\u1ee9c li\u00ean quan c\u1ee7a qu\u1ea3ng c\u00e1o. Hi\u1ec7u \u1ee9ng t\u01b0\u01a1ng t\u00e1c gi\u1eefa hai y\u1ebfu t\u1ed1 xu\u1ea5t hi\u1ec7n \u1edf 12 trong 13 bi\u1ebfn s\u1ed1 \u0111o l\u01b0\u1eddng, tr\u1ea3i d\u00e0i t\u1eeb nh\u1eadn bi\u1ebft, t\u00ecm hi\u1ec3u, ch\u1ea5p nh\u1eadn th\u00f4ng \u0111i\u1ec7p, y\u00eau th\u00edch \u0111\u1ebfn \u00fd \u0111\u1ecbnh mua (Smith et al., 2008).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00f3i c\u00e1ch kh\u00e1c, qu\u1ea3ng c\u00e1o \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao nh\u1ea5t khi c\u1ea3 hai tr\u1ee5c c\u00f9ng cao. C\u00e1c t\u00ean \u00f4 trong h\u00ecnh l\u00e0 c\u00e1ch g\u1ecdi d\u00f9ng trong l\u1edbp h\u1ecdc \u0111\u1ec3 d\u1ec5 nh\u1edb, kh\u00f4ng ph\u1ea3i thu\u1eadt ng\u1eef c\u1ee7a nghi\u00ean c\u1ee9u g\u1ed1c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t chi ti\u1ebft \u0111\u00e1ng ch\u00fa \u00fd: ri\u00eang y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t \u0111\u1ee7 m\u1ea1nh \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn nh\u1eadn bi\u1ebft v\u00e0 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y gi\u1ea3i th\u00edch v\u00ec sao m\u1ed9t qu\u1ea3ng c\u00e1o &#8220;l\u1ea1&#8221; v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u1edb. Nh\u01b0ng \u0111\u1ec3 \u0111i h\u1ebft chu\u1ed7i t\u1eeb nh\u1eadn bi\u1ebft \u0111\u1ebfn \u00fd \u0111\u1ecbnh mua, qu\u1ea3ng c\u00e1o v\u1eabn c\u1ea7n s\u1ef1 li\u00ean quan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Khi duy\u1ec7t \u00fd t\u01b0\u1edfng, c\u00f3 th\u1ec3 d\u00f9ng ma tr\u1eadn n\u00e0y nh\u01b0 m\u1ed9t b\u01b0\u1edbc l\u1ecdc nhanh. M\u1ed7i ng\u01b0\u1eddi trong nh\u00f3m ch\u1ea5m ri\u00eang hai tr\u1ee5c, sau \u0111\u00f3 so s\u00e1nh. \u00dd t\u01b0\u1edfng r\u01a1i v\u00e0o \u00f4 &#8220;\u0110\u00fang nh\u01b0ng nh\u1ea1t&#8221; c\u1ea7n th\u00eam y\u1ebfu t\u1ed1 b\u1ea5t ng\u1edd; \u00fd t\u01b0\u1edfng r\u01a1i v\u00e0o \u00f4 &#8220;L\u1ea1 nh\u01b0ng v\u00f4 ngh\u0129a&#8221; c\u1ea7n quay l\u1ea1i insight v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i trong brief.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ai_duoc_quyen_noi_mot_quang_cao_la_%E2%80%9Csang_tao%E2%80%9D\"><\/span>Ai \u0111\u01b0\u1ee3c quy\u1ec1n n\u00f3i m\u1ed9t qu\u1ea3ng c\u00e1o l\u00e0 &#8220;s\u00e1ng t\u1ea1o&#8221;?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trong agency, c\u00e2u tr\u1ea3 l\u1eddi ph\u1ee5 thu\u1ed9c v\u00e0o v\u1ecb tr\u00ed c\u1ee7a ng\u01b0\u1eddi \u0111\u00e1nh gi\u00e1. Koslow, Sasser v\u00e0 Riordan (2003) kh\u1ea3o s\u00e1t 323 ng\u01b0\u1eddi l\u00e0m qu\u1ea3ng c\u00e1o t\u1ea1i 19 v\u0103n ph\u00f2ng agency \u1edf New York v\u00e0 Detroit, v\u1edbi 912 chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1. K\u1ebft qu\u1ea3 cho th\u1ea5y v\u1ecb tr\u00ed c\u00f4ng vi\u1ec7c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn th\u1ebf n\u00e0o l\u00e0 qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o (Koslow et al., 2003):<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>V\u1ecb tr\u00ed<\/th><th>\u0110\u1ec1 cao<\/th><th>\u0110i\u1ec3m c\u1ea7n l\u01b0u \u00fd<\/th><\/tr><tr><td>Creative (copywriter, art director)<\/td><td>T\u00ednh ngh\u1ec7 thu\u1eadt v\u00e0 \u0111\u1ed9c \u0111\u00e1o<\/td><td>\u0110\u00e1nh gi\u00e1 cao nh\u1ea5t s\u1ef1 \u0111\u1ed9c \u0111\u00e1o \u0111i k\u00e8m m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ch\u1eb7t ch\u1ebd<\/td><\/tr><tr><td>Account executive<\/td><td>T\u00ednh chi\u1ebfn l\u01b0\u1ee3c<\/td><td>C\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn t\u00ednh ngh\u1ec7 thu\u1eadt nh\u01b0 m\u1ed9t s\u1ef1 thay th\u1ebf cho s\u1ef1 \u0111\u1ed9c \u0111\u00e1o th\u1eadt s\u1ef1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ba h\u00e0m \u00fd cho ng\u01b0\u1eddi l\u00e0m ngh\u1ec1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kh\u00e1c bi\u1ec7t gi\u1eefa creative v\u00e0 account khi duy\u1ec7t \u00fd t\u01b0\u1edfng c\u00f3 c\u01a1 s\u1edf t\u1eeb v\u1ecb tr\u00ed c\u00f4ng vi\u1ec7c, kh\u00f4ng ch\u1ec9 l\u00e0 kh\u00e1c bi\u1ec7t c\u00e1 t\u00ednh.<\/li>\n\n\n\n<li>\u0110i\u1ec3m g\u1eb7p c\u1ee7a hai b\u00ean l\u00e0 <strong>\u0111\u1ed9c \u0111\u00e1o trong khu\u00f4n kh\u1ed5 chi\u1ebfn l\u01b0\u1ee3c<\/strong>, tr\u00f9ng v\u1edbi \u00f4 &#8220;S\u00e1ng t\u1ea1o&#8221; \u1edf ma tr\u1eadn tr\u00ean.<\/li>\n\n\n\n<li>C\u1ea3 hai b\u00ean \u0111\u1ec1u kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00e1n gi\u1ea3 m\u1ee5c ti\u00eau. Theo khuy\u1ebfn ngh\u1ecb c\u1ee7a Rosengren v\u00e0 c\u1ed9ng s\u1ef1 (2020a), ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi n\u00ean l\u00e0 ng\u01b0\u1eddi ch\u1ea5m cu\u1ed1i c\u00f9ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t ph\u00e1t hi\u1ec7n kh\u00e1c \u0111\u00e1ng ch\u00fa \u00fd: v\u1edbi creative, qu\u1ea3ng c\u00e1o c\u00f3 t\u00ednh chi\u1ebfn l\u01b0\u1ee3c cao nh\u01b0ng \u00edt \u0111\u1ed9c \u0111\u00e1o b\u1ecb xem l\u00e0 k\u00e9m s\u00e1ng t\u1ea1o nh\u1ea5t. C\u00f2n account c\u00f3 xu h\u01b0\u1edbng d\u00f9ng t\u00ednh ngh\u1ec7 thu\u1eadt nh\u01b0 m\u1ed9t &#8220;t\u1ea5m b\u1ea3o hi\u1ec3m&#8221; \u0111\u1ec3 tr\u00e1nh client kh\u00f4ng h\u00e0i l\u00f2ng khi \u00fd t\u01b0\u1edfng thi\u1ebfu \u0111\u1ed9c \u0111\u00e1o. Nh\u00f3m t\u00e1c gi\u1ea3 khuy\u1ebfn ngh\u1ecb agency \u0111\u01b0a ra \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng ngay t\u1eeb \u0111\u1ea7u, sau \u0111\u00f3 \u0111\u1ec3 \u0111\u1ed9i s\u00e1ng t\u1ea1o l\u00e0m vi\u1ec7c c\u1ee7a m\u00ecnh (Koslow et al., 2003).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Khi_nao_quang_cao_sang_tao_khong_phat_huy_tac_dung\"><\/span>Khi n\u00e0o qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o kh\u00f4ng ph\u00e1t huy t\u00e1c d\u1ee5ng?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e1ng t\u1ea1o l\u00e0 kho\u1ea3n \u0111\u1ea7u t\u01b0 c\u00f3 \u0111i\u1ec1u ki\u1ec7n. Gom c\u00e1c b\u1eb1ng ch\u1ee9ng \u1edf tr\u00ean, c\u00f3 n\u0103m t\u00ecnh hu\u1ed1ng khi\u1ebfn hi\u1ec7u qu\u1ea3 gi\u1ea3m ho\u1eb7c \u0111\u1ea3o chi\u1ec1u:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>T\u00ecnh hu\u1ed1ng<\/th><th>\u0110i\u1ec1u x\u1ea3y ra<\/th><th>Ngu\u1ed3n<\/th><\/tr><tr><td>S\u1ea3n ph\u1ea9m mua nhanh, \u00edt c\u00e2n nh\u1eafc<\/td><td>T\u00e1c \u0111\u1ed9ng c\u1ee7a s\u00e1ng t\u1ea1o y\u1ebfu h\u01a1n so v\u1edbi s\u1ea3n ph\u1ea9m c\u1ea7n c\u00e2n nh\u1eafc k\u1ef9<\/td><td>Rosengren et al., 2020a<\/td><\/tr><tr><td>Ng\u00e0nh h\u00e0ng kh\u00f4ng &#8220;h\u1ee3p&#8221; s\u00e1ng t\u1ea1o<\/td><td>V\u1edbi s\u1eefa d\u01b0\u1ee1ng th\u1ec3 v\u00e0 ch\u0103m s\u00f3c da m\u1eb7t, th\u00eam s\u00e1ng t\u1ea1o l\u00e0m gi\u1ea3m t\u00e1c \u0111\u1ed9ng doanh s\u1ed1<\/td><td>Reinartz &amp; Saffert, 2013<\/td><\/tr><tr><td>Ch\u1ec9 \u0111\u1ed9c \u0111\u00e1o, thi\u1ebfu ph\u00f9 h\u1ee3p<\/td><td>Kh\u00e1n gi\u1ea3 c\u00f3 th\u1ec3 th\u00edch qu\u1ea3ng c\u00e1o, nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea5t ph\u1ea7n l\u1ee3i \u00edch t\u1eeb t\u00edn hi\u1ec7u<\/td><td>Rosengren et al., 2020b<\/td><\/tr><tr><td>\u0110\u1ea7u t\u01b0 sai chi\u1ec1u s\u00e1ng t\u1ea1o<\/td><td>T\u1ed5 h\u1ee3p flexibility + elaboration ph\u1ed5 bi\u1ebfn nh\u01b0ng thu\u1ed9c nh\u00f3m hi\u1ec7u qu\u1ea3 th\u1ea5p nh\u1ea5t<\/td><td>Reinartz &amp; Saffert, 2013<\/td><\/tr><tr><td>\u0110o hi\u1ec7u qu\u1ea3 qu\u00e1 s\u1edbm<\/td><td>L\u1ee3i th\u1ebf c\u1ee7a chi\u1ebfn d\u1ecbch s\u00e1ng t\u1ea1o t\u0103ng kho\u1ea3ng ba l\u1ea7n t\u1eeb tu\u1ea7n 1 \u0111\u1ebfn tu\u1ea7n 4<\/td><td>How, 2026<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi ng\u01b0\u1eddi l\u00e0m ngh\u1ec1, b\u1ea3ng n\u00e0y h\u1eefu \u00edch nh\u1ea5t khi c\u1ea7n thuy\u1ebft ph\u1ee5c client. Thay v\u00ec tranh lu\u1eadn &#8220;s\u00e1ng t\u1ea1o hay an to\u00e0n&#8221;, h\u00e3y h\u1ecfi: s\u1ea3n ph\u1ea9m n\u00e0y thu\u1ed9c lo\u1ea1i n\u00e0o, ch\u00fang ta \u0111ang \u0111\u1ea7u t\u01b0 v\u00e0o chi\u1ec1u s\u00e1ng t\u1ea1o n\u00e0o, v\u00e0 ch\u00fang ta s\u1ebd \u0111o hi\u1ec7u qu\u1ea3 trong bao l\u00e2u.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ap_dung_the_nao_khi_lam_brief_va_duyet_y_tuong\"><\/span>\u00c1p d\u1ee5ng th\u1ebf n\u00e0o khi l\u00e0m brief v\u00e0 duy\u1ec7t \u00fd t\u01b0\u1edfng?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb c\u00e1c b\u1eb1ng ch\u1ee9ng tr\u00ean, c\u00f3 th\u1ec3 r\u00fat ra n\u0103m c\u00e2u h\u1ecfi ki\u1ec3m tra tr\u01b0\u1edbc khi ch\u1ed1t m\u1ed9t \u00fd t\u01b0\u1edfng:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u00dd t\u01b0\u1edfng c\u00f3 \u0111\u1ee7 c\u1ea3 hai v\u1ebf kh\u00f4ng?<\/strong> \u0110\u1eb7t n\u00f3 v\u00e0o ma tr\u1eadn Kh\u00e1c bi\u1ec7t \u00d7 Li\u00ean quan. N\u1ebfu ch\u1ec9 m\u1ed9t tr\u1ee5c cao, h\u00e3y quay l\u1ea1i b\u01b0\u1edbc ph\u00e1t tri\u1ec3n.<\/li>\n\n\n\n<li><strong>\u00dd t\u01b0\u1edfng \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u1ebfn n\u01a1i \u0111\u1ebfn ch\u1ed1n ch\u01b0a?<\/strong> Elaboration l\u00e0 chi\u1ec1u c\u00f3 t\u00e1c \u0111\u1ed9ng doanh s\u1ed1 m\u1ea1nh nh\u1ea5t trong nghi\u00ean c\u1ee9u c\u1ee7a Reinartz v\u00e0 Saffert. M\u1ed9t \u00fd t\u01b0\u1edfng \u0111\u1ed9c \u0111\u00e1o nh\u01b0ng d\u1eebng \u1edf m\u1ee9c &#8220;concept&#8221; c\u00f3 th\u1ec3 ch\u01b0a \u0111\u1ee7.<\/li>\n\n\n\n<li><strong>Ai \u0111ang ch\u1ea5m?<\/strong> H\u00e3y th\u1eed \u00fd t\u01b0\u1edfng v\u1edbi m\u1ed9t nh\u00f3m nh\u1ecf thu\u1ed9c kh\u00e1n gi\u1ea3 m\u1ee5c ti\u00eau, thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o c\u1ea3m nh\u1eadn c\u1ee7a \u0111\u1ed9i ng\u0169 ho\u1eb7c ti\u00eau ch\u00ed gi\u1ea3i th\u01b0\u1edfng.<\/li>\n\n\n\n<li><strong>Ng\u00e0nh h\u00e0ng c\u00f3 &#8220;h\u1ee3p&#8221; v\u1edbi s\u00e1ng t\u1ea1o kh\u00f4ng?<\/strong> B\u1eb1ng ch\u1ee9ng cho th\u1ea5y t\u00e1c \u0111\u1ed9ng m\u1ea1nh h\u01a1n v\u1edbi s\u1ea3n ph\u1ea9m c\u1ea7n c\u00e2n nh\u1eafc k\u1ef9, v\u00e0 c\u00f3 ng\u00e0nh h\u00e0ng b\u1ecb \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c khi th\u00eam s\u00e1ng t\u1ea1o.<\/li>\n\n\n\n<li><strong>\u0110o hi\u1ec7u qu\u1ea3 trong bao l\u00e2u?<\/strong> L\u1ee3i th\u1ebf c\u1ee7a qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 th\u1ec3 t\u0103ng d\u1ea7n theo tu\u1ea7n. \u0110\u1eebng k\u1ebft lu\u1eadn qu\u00e1 s\u1edbm.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00f3m l\u1ea1i, s\u00e1ng t\u1ea1o kh\u00f4ng ph\u1ea3i l\u00e0 &#8220;trang tr\u00ed&#8221; cho chi\u1ebfn l\u01b0\u1ee3c. Khi \u0111\u1ee7 c\u1ea3 m\u1edbi l\u1ea1 v\u00e0 ph\u00f9 h\u1ee3p, n\u00f3 l\u00e0 m\u1ed9t kho\u1ea3n \u0111\u1ea7u t\u01b0 c\u00f3 b\u1eb1ng ch\u1ee9ng v\u1ec1 hi\u1ec7u qu\u1ea3, d\u00f9 b\u1eb1ng ch\u1ee9ng n\u1ed1i tr\u1ef1c ti\u1ebfp v\u1edbi doanh s\u1ed1 v\u00e0 v\u1edbi m\u00f4i tr\u01b0\u1eddng s\u1ed1 v\u1eabn c\u1ea7n th\u00eam nghi\u00ean c\u1ee9u.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cau_hoi_thuong_gap\"><\/span>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_sang_tao_la_gi\"><\/span>Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o l\u00e0 qu\u1ea3ng c\u00e1o v\u1eeba \u0111\u1ed9c \u0111\u00e1o (kh\u00e1c \u0111i\u1ec1u ng\u01b0\u1eddi xem ch\u1edd \u0111\u1ee3i) v\u1eeba ph\u00f9 h\u1ee3p (c\u00f3 \u00fd ngh\u0129a v\u1edbi ng\u01b0\u1eddi xem v\u00e0 th\u01b0\u01a1ng hi\u1ec7u). C\u00e1c nghi\u00ean c\u1ee9u g\u1ecdi hai v\u1ebf n\u00e0y l\u00e0 originality v\u00e0 appropriateness, ho\u1eb7c divergence v\u00e0 relevance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_sang_tao_co_giup_tang_doanh_so_khong\"><\/span>Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 gi\u00fap t\u0103ng doanh s\u1ed1 kh\u00f4ng?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3, trong ph\u1ea7n l\u1edbn tr\u01b0\u1eddng h\u1ee3p \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u. Trong 437 chi\u1ebfn d\u1ecbch TV t\u1ea1i \u0110\u1ee9c, m\u1ed9t euro chi cho chi\u1ebfn d\u1ecbch r\u1ea5t s\u00e1ng t\u1ea1o t\u1ea1o t\u00e1c \u0111\u1ed9ng doanh s\u1ed1 g\u1ea7n g\u1ea5p \u0111\u00f4i chi\u1ebfn d\u1ecbch k\u00e9m s\u00e1ng t\u1ea1o. Tuy v\u1eady, hi\u1ec7u qu\u1ea3 kh\u00e1c nhau theo ng\u00e0nh h\u00e0ng v\u00e0 theo chi\u1ec1u s\u00e1ng t\u1ea1o \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Yeu_to_sang_tao_nao_tac_dong_manh_nhat_den_doanh_so\"><\/span>Y\u1ebfu t\u1ed1 s\u00e1ng t\u1ea1o n\u00e0o t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn doanh s\u1ed1?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Elaboration, t\u1ee9c ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng \u0111\u1ebfn m\u1ee9c chi ti\u1ebft v\u00e0 ho\u00e0n ch\u1ec9nh. T\u1ed5 h\u1ee3p hi\u1ec7u qu\u1ea3 nh\u1ea5t trong nghi\u00ean c\u1ee9u c\u1ee7a Reinartz v\u00e0 Saffert (2013) l\u00e0 originality c\u00f9ng elaboration.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ai_nen_danh_gia_muc_do_sang_tao_cua_quang_cao\"><\/span>Ai n\u00ean \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 s\u00e1ng t\u1ea1o c\u1ee7a qu\u1ea3ng c\u00e1o?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng, thay v\u00ec chuy\u00ean gia hay h\u1ed9i \u0111\u1ed3ng gi\u1ea3i th\u01b0\u1edfng, theo khuy\u1ebfn ngh\u1ecb c\u1ee7a Rosengren v\u00e0 c\u1ed9ng s\u1ef1 (2020b). Ngay trong agency, creative v\u00e0 account c\u0169ng \u0111\u00e1nh gi\u00e1 s\u00e1ng t\u1ea1o theo nh\u1eefng ti\u00eau ch\u00ed kh\u00e1c nhau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_doc_dao_nhung_khong_lien_quan_den_thuong_hieu_co_hieu_qua_khong\"><\/span>Qu\u1ea3ng c\u00e1o \u0111\u1ed9c \u0111\u00e1o nh\u01b0ng kh\u00f4ng li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Hi\u1ec7u qu\u1ea3 b\u1ecb h\u1ea1n ch\u1ebf. S\u1ef1 kh\u00e1c bi\u1ec7t c\u00f3 th\u1ec3 gi\u00fap t\u0103ng nh\u1eadn bi\u1ebft v\u00e0 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn to\u00e0n b\u1ed9 chu\u1ed7i hi\u1ec7u \u1ee9ng cho \u0111\u1ebfn \u00fd \u0111\u1ecbnh mua, qu\u1ea3ng c\u00e1o c\u1ea7n c\u1ea3 s\u1ef1 li\u00ean quan (Smith et al., 2008).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0110\u1ecdc th\u00eam tr\u00ean Dy Khoa Blog:<\/strong> Brainstorm nh\u00f3m c\u00f3 th\u1eadt s\u1ef1 hi\u1ec7u qu\u1ea3? C\u00e1ch t\u1ea1o \u00fd t\u01b0\u1edfng qu\u1ea3ng c\u00e1o nh\u01b0 m\u1ed9t agency [ch\u00e8n link khi \u0111\u0103ng] \u00b7 4 tr\u1ee5 c\u1ed9t IMC theo Kliatchko [ch\u00e8n link khi \u0111\u0103ng]<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tai_lieu_tham_khao\"><\/span>T\u00e0i li\u1ec7u tham kh\u1ea3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">How, C. (2026, September 19). Originality is overrated. Elaboration is the thing. <em>Design Week<\/em>. https:\/\/www.designweek.co.uk\/originality-is-overrated-elaboration-is-the-thing\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Koslow, S., Sasser, S. L., &amp; Riordan, E. A. (2003). What is creative to whom and why? Perceptions in advertising agencies. <em>Journal of Advertising Research, 43<\/em>(1), 96\u2013110. https:\/\/hdl.handle.net\/10289\/948<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reinartz, W., &amp; Saffert, P. (2013). Creativity in advertising: When it works and when it doesn\u2019t. <em>Harvard Business Review, 91<\/em>(6), 106\u2013111. https:\/\/hbr.org\/2013\/06\/creativity-in-advertising-when-it-works-and-when-it-doesnt<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rosengren, S., Eisend, M., Koslow, S., &amp; Dahlen, M. (2020a). A meta-analysis of when and how advertising creativity works. <em>Journal of Marketing, 84<\/em>(6), 39\u201356. https:\/\/doi.org\/10.1177\/0022242920929288<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rosengren, S., Eisend, M., Koslow, S., &amp; Dahlen, M. (2020b, July 2). <em>When and how advertising creativity works<\/em>. American Marketing Association. https:\/\/www.ama.org\/2020\/07\/02\/when-and-how-advertising-creativity-works\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Smith, R. E., Chen, J., &amp; Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. <em>Journal of Advertising, 37<\/em>(4), 47\u201361. https:\/\/doi.org\/10.2753\/JOA0091-3367370404<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WARC. (2013, March 4). <em>Creative ads bring better results<\/em>. https:\/\/www.warc.com\/newsandopinion\/news\/creative-ads-bring-better-results\/en-gb\/31082<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Doi_loi_gioi_thieu\"><\/span>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/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","protected":false},"excerpt":{"rendered":"<p>Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n, nh\u01b0ng ch\u1ec9 khi s\u1ef1 m\u1edbi l\u1ea1 \u0111i &hellip; <a title=\"Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 th\u1ef1c s\u1ef1 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n kh\u00f4ng?\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/\"><span class=\"screen-reader-text\">Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 th\u1ef1c s\u1ef1 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n kh\u00f4ng?<\/span>Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":756,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[380,382,381,383,379],"class_list":["post-755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-divergence-va-relevance","tag-elaboration-trong-quang-cao","tag-hieu-qua-quang-cao-sang-tao","tag-quang-cao-sang-tao","tag-sang-tao-quang-cao-va-doanh-so"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o c\u00f3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u01a1n? 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