{"id":758,"date":"2026-09-30T19:06:54","date_gmt":"2026-09-30T12:06:54","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=758"},"modified":"2026-09-30T19:06:59","modified_gmt":"2026-09-30T12:06:59","slug":"brainstorm-nhom-co-hieu-qua-khong","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/","title":{"rendered":"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"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Brainstorm c\u1ea3 nh\u00f3m th\u01b0\u1eddng ra \u00edt \u00fd t\u01b0\u1edfng h\u01a1n so v\u1edbi \u0111\u1ec3 t\u1eebng ng\u01b0\u1eddi t\u1ef1 ngh\u0129 r\u1ed3i g\u1ed9p l\u1ea1i.<\/strong> \u0110\u00e2y l\u00e0 k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c l\u1eb7p l\u1ea1i trong nhi\u1ec1u th\u00ed nghi\u1ec7m t\u00e2m l\u00fd h\u1ecdc, tr\u00e1i v\u1edbi tuy\u00ean b\u1ed1 ban \u0111\u1ea7u c\u1ee7a Alex Osborn, ng\u01b0\u1eddi kh\u1edfi x\u01b0\u1edbng ph\u01b0\u01a1ng ph\u00e1p brainstorming. B\u00e0i vi\u1ebft n\u00e0y t\u1ed5ng h\u1ee3p b\u1eb1ng ch\u1ee9ng \u0111\u00f3, k\u1ebft h\u1ee3p v\u1edbi quy tr\u00ecnh t\u1ea1o \u00fd t\u01b0\u1edfng kinh \u0111i\u1ec3n c\u1ee7a ng\u00e0nh qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1ch ph\u00e2n vai trong m\u1ed9t \u0111\u1ed9i ng\u0169 <a href=\"https:\/\/dykhoa.com\/blog\/tu-insight-khach-hang-den-big-idea\/\" data-type=\"post\" data-id=\"735\">s\u00e1ng t\u1ea1o<\/a>. M\u1ee5c ti\u00eau l\u00e0 m\u1ed9t c\u00e1ch l\u00e0m vi\u1ec7c b\u1ea1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ngay cho b\u00e0i t\u1eadp nh\u00f3m hay d\u1ef1 \u00e1n th\u1eadt.<\/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\/brainstorm-nhom-co-hieu-qua-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\/brainstorm-nhom-co-hieu-qua-khong\/#Y_tuong_quang_cao_den_tu_dau\" >\u00dd t\u01b0\u1edfng qu\u1ea3ng c\u00e1o \u0111\u1ebfn t\u1eeb \u0111\u00e2u?<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Mo_rong_truoc_chon_loc_sau\" >M\u1edf r\u1ed9ng tr\u01b0\u1edbc, ch\u1ecdn l\u1ecdc sau<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Brainstorm_nhom_bang_chung_noi_gi\" >Brainstorm nh\u00f3m: b\u1eb1ng ch\u1ee9ng n\u00f3i g\u00ec?<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Cach_brainstorm_hieu_qua_hon_nghi_rieng_gop_roi_thao_luan\" >C\u00e1ch brainstorm hi\u1ec7u qu\u1ea3 h\u01a1n: ngh\u0129 ri\u00eang, g\u1ed9p, r\u1ed3i th\u1ea3o lu\u1eadn<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Phan_vai_nhu_mot_agency\" >Ph\u00e2n vai nh\u01b0 m\u1ed9t agency<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Mot_buoi_tao_y_tuong_mau_cho_nhom_nho\" >M\u1ed9t bu\u1ed5i t\u1ea1o \u00fd t\u01b0\u1edfng m\u1eabu cho nh\u00f3m nh\u1ecf<\/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\/brainstorm-nhom-co-hieu-qua-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-9\" href=\"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/#Brainstorm_nhom_co_hieu_qua_khong\" >Brainstorm nh\u00f3m c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/#Vi_sao_brainstorm_nhom_kem_hieu_qua\" >V\u00ec sao brainstorm nh\u00f3m k\u00e9m hi\u1ec7u qu\u1ea3?<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Brainwriting_la_gi\" >Brainwriting 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-12\" href=\"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/#Tu_duy_phan_ky_va_tu_duy_hoi_tu_khac_nhau_the_nao\" >T\u01b0 duy ph\u00e2n k\u1ef3 v\u00e0 t\u01b0 duy h\u1ed9i t\u1ee5 kh\u00e1c nhau th\u1ebf n\u00e0o?<\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Creative_team_trong_agency_gom_nhung_ai\" >Creative team trong agency g\u1ed3m nh\u1eefng ai?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/#Doi_loi_gioi_thieu\" >\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/a><\/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\/brainstorm-nhom-co-hieu-qua-khong\/#Tai_lieu_tham_khao\" >T\u00e0i li\u1ec7u tham kh\u1ea3o<\/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>Brainstorm nh\u00f3m tr\u1ef1c ti\u1ebfp th\u01b0\u1eddng k\u00e9m hi\u1ec7u qu\u1ea3 h\u01a1n ngh\u0129 ri\u00eang r\u1ed3i g\u1ed9p.<\/strong> 18\/22 th\u00ed nghi\u1ec7m \u0111\u01b0\u1ee3c Diehl v\u00e0 Stroebe (1987) r\u00e0 so\u00e1t cho th\u1ea5y \u0111i\u1ec1u n\u00e0y.<\/li>\n\n\n\n<li><strong>Nh\u00f3m c\u00e0ng \u0111\u00f4ng, hao h\u1ee5t c\u00e0ng l\u1edbn,<\/strong> theo ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p 20 nghi\u00ean c\u1ee9u c\u1ee7a Mullen v\u00e0 c\u1ed9ng s\u1ef1 (1991).<\/li>\n\n\n\n<li><strong>Quy tr\u00ecnh t\u1ed1t h\u01a1n:<\/strong> ngh\u0129 ri\u00eang, g\u1ed9p b\u1eb1ng v\u0103n b\u1ea3n, th\u1ea3o lu\u1eadn \u0111\u1ec3 ph\u00e1t tri\u1ec3n, r\u1ed3i l\u1ecdc v\u1edbi ti\u00eau ch\u00ed r\u00f5 r\u00e0ng.<\/li>\n\n\n\n<li><strong>M\u1edf r\u1ed9ng tr\u01b0\u1edbc, ch\u1ecdn l\u1ecdc sau:<\/strong> t\u00e1ch giai \u0111o\u1ea1n t\u1ea1o \u00fd t\u01b0\u1edfng v\u00e0 giai \u0111o\u1ea1n \u0111\u00e1nh gi\u00e1.<\/li>\n\n\n\n<li><strong>Ph\u00e2n vai nh\u01b0 agency:<\/strong> m\u1ed7i vai tr\u1ea3 l\u1eddi m\u1ed9t c\u00e2u h\u1ecfi, t\u1eeb insight \u0111\u1ebfn key visual.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Y_tuong_quang_cao_den_tu_dau\"><\/span>\u00dd t\u01b0\u1edfng qu\u1ea3ng c\u00e1o \u0111\u1ebfn t\u1eeb \u0111\u00e2u?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dd t\u01b0\u1edfng hi\u1ebfm khi &#8220;t\u1eeb tr\u00ean tr\u1eddi r\u01a1i xu\u1ed1ng&#8221;. Theo James Webb Young (1886-1973), m\u1ed9t \u00fd t\u01b0\u1edfng &#8220;kh\u00f4ng h\u01a1n kh\u00f4ng k\u00e9m l\u00e0 m\u1ed9t s\u1ef1 k\u1ebft h\u1ee3p m\u1edbi c\u1ee7a nh\u1eefng y\u1ebfu t\u1ed1 c\u0169&#8221; (Young, 1940\/2003; Farnam Street, n.d.). Cu\u1ed1n s\u00e1ch m\u1ecfng <em>A Technique for Producing Ideas<\/em> c\u1ee7a \u00f4ng m\u00f4 t\u1ea3 n\u0103m b\u01b0\u1edbc:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Thu th\u1eadp nguy\u00ean li\u1ec7u.<\/strong> G\u1ed3m th\u00f4ng tin c\u1ee5 th\u1ec3 v\u1ec1 s\u1ea3n ph\u1ea9m, kh\u00e1ch h\u00e0ng v\u00e0 v\u1ed1n hi\u1ec3u bi\u1ebft chung t\u00edch l\u0169y t\u1eeb s\u1ef1 t\u00f2 m\u00f2 h\u1eb1ng ng\u00e0y.<\/li>\n\n\n\n<li><strong>Nghi\u1ec1n ng\u1eabm.<\/strong> \u0110\u1eb7t c\u00e1c m\u1ea3nh th\u00f4ng tin c\u1ea1nh nhau \u0111\u1ec3 t\u00ecm m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa ch\u00fang.<\/li>\n\n\n\n<li><strong>\u1ee6 \u00fd t\u01b0\u1edfng.<\/strong> T\u1ea1m r\u1eddi v\u1ea5n \u0111\u1ec1 \u0111\u1ec3 ti\u1ec1m th\u1ee9c ti\u1ebfp t\u1ee5c l\u00e0m vi\u1ec7c. Young coi \u0111\u00e2y l\u00e0 m\u1ed9t b\u01b0\u1edbc th\u1eadt s\u1ef1, kh\u00f4ng ph\u1ea3i l\u00e0 l\u01b0\u1eddi bi\u1ebfng.<\/li>\n\n\n\n<li><strong>\u00dd t\u01b0\u1edfng b\u1eadt ra.<\/strong> Th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n l\u00fac \u00edt ng\u1edd nh\u1ea5t.<\/li>\n\n\n\n<li><strong>Ho\u00e0n thi\u1ec7n.<\/strong> Ki\u00ean nh\u1eabn ch\u1ec9nh s\u1eeda \u00fd t\u01b0\u1edfng cho kh\u1edbp v\u1edbi \u0111i\u1ec1u ki\u1ec7n th\u1ef1c t\u1ebf v\u00e0 \u0111\u01b0a n\u00f3 ra cho ng\u01b0\u1eddi c\u00f3 chuy\u00ean m\u00f4n g\u00f3p \u00fd.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Young x\u00e2y quy tr\u00ecnh n\u00e0y tr\u00ean hai nguy\u00ean t\u1eafc. Th\u1ee9 nh\u1ea5t, \u00fd t\u01b0\u1edfng l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p m\u1edbi c\u1ee7a nh\u1eefng y\u1ebfu t\u1ed1 c\u0169. Th\u1ee9 hai, kh\u1ea3 n\u0103ng k\u1ebft h\u1ee3p \u0111\u00f3 ph\u1ee5 thu\u1ed9c ph\u1ea7n l\u1edbn v\u00e0o kh\u1ea3 n\u0103ng nh\u00ecn ra m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c s\u1ef1 vi\u1ec7c (Clear, n.d.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nguy\u00ean li\u1ec7u \u1edf b\u01b0\u1edbc 1 g\u1ed3m hai lo\u1ea1i:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>Lo\u1ea1i nguy\u00ean li\u1ec7u<\/th><th>L\u00e0 g\u00ec<\/th><th>V\u00ed d\u1ee5 trong m\u1ed9t d\u1ef1 \u00e1n qu\u1ea3ng c\u00e1o<\/th><\/tr><tr><td>C\u1ee5 th\u1ec3<\/td><td>Ki\u1ebfn th\u1ee9c tr\u1ef1c ti\u1ebfp v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 nhi\u1ec7m v\u1ee5<\/td><td>Brief, d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, \u0111\u1eb7c \u0111i\u1ec3m s\u1ea3n ph\u1ea9m, \u0111\u1ed1i th\u1ee7<\/td><\/tr><tr><td>T\u1ed5ng qu\u00e1t<\/td><td>S\u1ef1 hi\u1ec3u bi\u1ebft r\u1ed9ng v\u1ec1 cu\u1ed9c s\u1ed1ng v\u00e0 c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c<\/td><td>V\u0103n h\u00f3a \u0111\u1ea1i ch\u00fang, ngh\u1ec7 thu\u1eadt, tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc cu\u1ed1i c\u00f9ng th\u01b0\u1eddng b\u1ecb xem nh\u1eb9. Young l\u01b0u \u00fd r\u1eb1ng r\u1ea5t nhi\u1ec1u \u00fd t\u01b0\u1edfng b\u1ecb m\u1ea5t ngay \u1edf giai \u0111o\u1ea1n n\u00e0y, v\u00ec ng\u01b0\u1eddi ngh\u0129 ra kh\u00f4ng ki\u00ean nh\u1eabn \u0111\u01b0a ch\u00fang v\u00e0o th\u1ef1c t\u1ebf v\u00e0 ch\u1ecbu ph\u00ea b\u00ecnh (Clear, n.d.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi ng\u01b0\u1eddi l\u00e0m marcom, b\u01b0\u1edbc 1 ch\u00ednh l\u00e0 ph\u1ea7n nghi\u00ean c\u1ee9u v\u00e0 insight trong brief. Theo logic c\u1ee7a Young, thi\u1ebfu nguy\u00ean li\u1ec7u th\u00ec kh\u00f3 c\u00f3 s\u1ef1 k\u1ebft h\u1ee3p m\u1edbi. B\u01b0\u1edbc 5 c\u0169ng g\u1eafn v\u1edbi chi\u1ec1u <em>elaboration<\/em> (ph\u00e1t tri\u1ec3n chi ti\u1ebft), chi\u1ec1u s\u00e1ng t\u1ea1o c\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn doanh s\u1ed1 trong nghi\u00ean c\u1ee9u 437 chi\u1ebfn d\u1ecbch TV c\u1ee7a Reinartz v\u00e0 Saffert (2013).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Mo_rong_truoc_chon_loc_sau\"><\/span>M\u1edf r\u1ed9ng tr\u01b0\u1edbc, ch\u1ecdn l\u1ecdc sau<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ea1o \u00fd t\u01b0\u1edfng c\u1ea7n hai ki\u1ec3u t\u01b0 duy kh\u00e1c nhau, v\u00e0 kh\u00f4ng n\u00ean tr\u1ed9n ch\u00fang c\u00f9ng l\u00fac. Kh\u00e1i ni\u1ec7m n\u00e0y do nh\u00e0 t\u00e2m l\u00fd h\u1ecdc J. P. Guilford \u0111\u1eb7t ra (Razumnikova, 2017):<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>Ki\u1ec3u t\u01b0 duy<\/th><th>L\u00e0m g\u00ec<\/th><th>Trong bu\u1ed5i t\u1ea1o \u00fd t\u01b0\u1edfng<\/th><\/tr><tr><td>Ph\u00e2n k\u1ef3 (divergent thinking)<\/td><td>T\u1ea1o ra nhi\u1ec1u c\u00e2u tr\u1ea3 l\u1eddi kh\u00e1c nhau cho m\u1ed9t c\u00e2u h\u1ecfi m\u1edf<\/td><td>C\u00e0ng nhi\u1ec1u \u00fd t\u01b0\u1edfng c\u00e0ng t\u1ed1t, ch\u01b0a ph\u00e1n x\u00e9t<\/td><\/tr><tr><td>H\u1ed9i t\u1ee5 (convergent thinking)<\/td><td>T\u00ecm ra m\u1ed9t c\u00e2u tr\u1ea3 l\u1eddi \u0111\u00fang cho m\u1ed9t v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5<\/td><td>L\u1ecdc \u00fd t\u01b0\u1edfng theo brief v\u00e0 m\u1ee5c ti\u00eau<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Quy t\u1eafc &#8220;ch\u01b0a ph\u00e1n x\u00e9t&#8221; c\u0169ng l\u00e0 quy t\u1eafc \u0111\u1ea7u ti\u00ean trong b\u1ed1n quy t\u1eafc brainstorming c\u1ee7a Alex Osborn: kh\u00f4ng ph\u00ea b\u00ecnh, khuy\u1ebfn kh\u00edch \u00fd t\u01b0\u1edfng t\u1ef1 do, c\u1ea7n s\u1ed1 l\u01b0\u1ee3ng, v\u00e0 t\u00ecm c\u00e1ch k\u1ebft h\u1ee3p, c\u1ea3i ti\u1ebfn \u00fd t\u01b0\u1edfng (Stroebe et al., 2010).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Giai \u0111o\u1ea1n h\u1ed9i t\u1ee5 c\u00f3 m\u1ed9t c\u00e1i b\u1eaby \u00edt \u0111\u01b0\u1ee3c n\u00f3i \u0111\u1ebfn. Khi ch\u1ecdn \u00fd t\u01b0\u1edfng, ng\u01b0\u1eddi ta c\u00f3 xu h\u01b0\u1edbng \u01b0u ti\u00ean \u00fd kh\u1ea3 thi, d\u1ec5 ch\u1ea5p nh\u1eadn h\u01a1n \u00fd \u0111\u1ed9c \u0111\u00e1o. K\u1ebft qu\u1ea3 l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng trung b\u00ecnh c\u1ee7a \u00fd t\u01b0\u1edfng \u0111\u01b0\u1ee3c ch\u1ecdn kh\u00f4ng cao h\u01a1n ch\u1ea5t l\u01b0\u1ee3ng trung b\u00ecnh c\u1ee7a to\u00e0n b\u1ed9 \u00fd t\u01b0\u1edfng \u0111\u00e3 t\u1ea1o ra. Vi\u1ec7c \u0111\u01b0a ra ti\u00eau ch\u00ed r\u00f5 r\u00e0ng v\u1ec1 t\u00ednh s\u00e1ng t\u1ea1o khi ch\u1ecdn gi\u00fap c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 ch\u1ea5t l\u01b0\u1ee3ng \u00fd t\u01b0\u1edfng \u0111\u01b0\u1ee3c ch\u1ecdn (Stroebe et al., 2010).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u1ede b\u01b0\u1edbc l\u1ecdc, ti\u00eau ch\u00ed \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 hai c\u00e2u h\u1ecfi \u0111\u01a1n gi\u1ea3n: \u00fd t\u01b0\u1edfng n\u00e0y c\u00f3 <strong>kh\u00e1c bi\u1ec7t<\/strong> kh\u00f4ng, v\u00e0 c\u00f3 <strong>li\u00ean quan<\/strong> \u0111\u1ebfn kh\u00e1n gi\u1ea3 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng? \u0110\u00e2y l\u00e0 hai th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a s\u00e1ng t\u1ea1o qu\u1ea3ng c\u00e1o theo Smith, Chen v\u00e0 Yang (2008).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brainstorm_nhom_bang_chung_noi_gi\"><\/span>Brainstorm nh\u00f3m: b\u1eb1ng ch\u1ee9ng n\u00f3i g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alex Osborn, ng\u01b0\u1eddi ph\u1ed5 bi\u1ebfn brainstorming, t\u1eebng kh\u1eb3ng \u0111\u1ecbnh m\u1ed9t ng\u01b0\u1eddi b\u00ecnh th\u01b0\u1eddng c\u00f3 th\u1ec3 ngh\u0129 ra g\u1ea5p \u0111\u00f4i s\u1ed1 \u00fd t\u01b0\u1edfng khi l\u00e0m vi\u1ec7c trong nh\u00f3m so v\u1edbi khi l\u00e0m m\u1ed9t m\u00ecnh (Stroebe et al., 2010). C\u00e1c th\u00ed nghi\u1ec7m sau \u0111\u00f3 cho k\u1ebft qu\u1ea3 ng\u01b0\u1ee3c l\u1ea1i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u so s\u00e1nh hai ki\u1ec3u nh\u00f3m. <strong>Nh\u00f3m th\u1eadt<\/strong> ng\u1ed3i c\u00f9ng nhau v\u00e0 n\u00f3i \u00fd t\u01b0\u1edfng ra. <strong>Nh\u00f3m danh ngh\u0129a<\/strong> (nominal group) g\u1ed3m nh\u1eefng ng\u01b0\u1eddi ngh\u0129 ri\u00eang, sau \u0111\u00f3 \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c g\u1ed9p l\u1ea1i.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Diehl v\u00e0 Stroebe (1987) r\u00e0 so\u00e1t 22 th\u00ed nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00f3. C\u00f3 18 th\u00ed nghi\u1ec7m cho th\u1ea5y nh\u00f3m danh ngh\u0129a v\u01b0\u1ee3t tr\u1ed9i. 4 th\u00ed nghi\u1ec7m c\u00f2n l\u1ea1i kh\u00f4ng th\u1ea5y kh\u00e1c bi\u1ec7t, v\u00e0 c\u1ea3 4 \u0111\u1ec1u d\u00f9ng nh\u00f3m 2 ng\u01b0\u1eddi (Diehl &amp; Stroebe, 1987).<\/li>\n\n\n\n<li>Ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p c\u1ee7a Mullen v\u00e0 c\u1ed9ng s\u1ef1 (1991) tr\u00ean 20 nghi\u00ean c\u1ee9u c\u0169ng k\u1ebft lu\u1eadn nh\u00f3m danh ngh\u0129a t\u1ea1o ra nhi\u1ec1u \u00fd t\u01b0\u1edfng h\u01a1n v\u00e0 \u00fd t\u01b0\u1edfng ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n (Stroebe et al., 2010).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e2n t\u00edch c\u1ee7a Mullen v\u00e0 c\u1ed9ng s\u1ef1 (1991) g\u1ed3m 34 ph\u00e9p ki\u1ec3m \u0111\u1ecbnh v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng \u00fd t\u01b0\u1edfng (2.577 ng\u01b0\u1eddi tham gia) v\u00e0 9 ph\u00e9p ki\u1ec3m \u0111\u1ecbnh v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng (638 ng\u01b0\u1eddi). Hai \u0111i\u1ec1u ki\u1ec7n l\u00e0m hao h\u1ee5t n\u0103ng su\u1ea5t t\u0103ng l\u00ean (Mullen et al., 1991):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nh\u00f3m c\u00e0ng \u0111\u00f4ng,<\/strong> kho\u1ea3ng c\u00e1ch so v\u1edbi nh\u00f3m danh ngh\u0129a c\u00e0ng l\u1edbn, c\u1ea3 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng l\u1eabn ch\u1ea5t l\u01b0\u1ee3ng.<\/li>\n\n\n\n<li><strong>C\u00f3 ng\u01b0\u1eddi c\u00f3 th\u1ea9m quy\u1ec1n hi\u1ec7n di\u1ec7n<\/strong> (trong th\u00ed nghi\u1ec7m l\u00e0 ng\u01b0\u1eddi l\u00e0m th\u00ed nghi\u1ec7m), hao h\u1ee5t l\u1edbn h\u01a1n.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec sao nh\u00f3m th\u1eadt k\u00e9m hi\u1ec7u qu\u1ea3? C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u xem x\u00e9t ba nguy\u00ean nh\u00e2n. \u0110\u00e1ng ch\u00fa \u00fd l\u00e0 hai nghi\u00ean c\u1ee9u l\u1edbn \u0111\u00e1nh gi\u00e1 vai tr\u00f2 c\u1ee7a ch\u00fang kh\u00e1c nhau:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>Nguy\u00ean nh\u00e2n<\/th><th>Di\u1ec5n ra th\u1ebf n\u00e0o<\/th><th>Diehl &amp; Stroebe (1987), th\u00ed nghi\u1ec7m<\/th><th>Mullen et al. (1991), ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p<\/th><\/tr><tr><td>Ngh\u1ebdn l\u01b0\u1ee3t (production blocking)<\/td><td>M\u1ed7i l\u00fac ch\u1ec9 m\u1ed9t ng\u01b0\u1eddi n\u00f3i, ng\u01b0\u1eddi kh\u00e1c ph\u1ea3i ch\u1edd v\u00e0 d\u1ec5 qu\u00ean \u00fd c\u1ee7a m\u00ecnh<\/td><td>Nguy\u00ean nh\u00e2n ch\u00ednh<\/td><td>\u0110\u01b0\u1ee3c \u1ee7ng h\u1ed9 \u1edf m\u1ee9c v\u1eeba ph\u1ea3i<\/td><\/tr><tr><td>S\u1ee3 b\u1ecb \u0111\u00e1nh gi\u00e1 (evaluation apprehension)<\/td><td>Gi\u1eef l\u1ea1i \u00fd t\u01b0\u1edfng t\u00e1o b\u1ea1o v\u00ec ng\u1ea1i b\u1ecb ch\u00ea<\/td><td>Ch\u1ec9 gi\u1ea3i th\u00edch ph\u1ea7n nh\u1ecf ch\u00eanh l\u1ec7ch<\/td><td>\u0110\u01b0\u1ee3c \u1ee7ng h\u1ed9 m\u1ea1nh nh\u1ea5t<\/td><\/tr><tr><td>\u1ef6 l\u1ea1i (free riding)<\/td><td>\u0110\u1ec3 ng\u01b0\u1eddi kh\u00e1c ngh\u0129 thay<\/td><td>\u0110\u00f3ng g\u00f3p r\u1ea5t nh\u1ecf<\/td><td>\u00cdt \u0111\u01b0\u1ee3c \u1ee7ng h\u1ed9<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ngu\u1ed3n: Mullen et al. (1991); Diehl &amp; Stroebe (1987); Stroebe et al. (2010).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hai nghi\u00ean c\u1ee9u kh\u00e1c nhau \u1edf ch\u1ed7 nguy\u00ean nh\u00e2n n\u00e0o n\u1eb7ng h\u01a1n, nh\u01b0ng c\u00f9ng m\u1ed9t k\u1ebft lu\u1eadn: brainstorm n\u00f3i mi\u1ec7ng c\u1ea3 nh\u00f3m k\u00e9m hi\u1ec7u qu\u1ea3 h\u01a1n ngh\u0129 ri\u00eang r\u1ed3i g\u1ed9p. T\u1ed5ng quan sau \u0111\u00f3 c\u1ee7a Stroebe v\u00e0 c\u1ed9ng s\u1ef1 (2010) ti\u1ebfp t\u1ee5c xem ngh\u1ebdn l\u01b0\u1ee3t l\u00e0 y\u1ebfu t\u1ed1 ch\u00ednh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e0m \u00fd th\u1ef1c t\u1ebf l\u00e0 c\u1ea7n x\u1eed l\u00fd c\u1ea3 hai ph\u00eda. V\u1ec1 <strong>c\u00e1ch t\u1ed5 ch\u1ee9c<\/strong>, tr\u00e1nh \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi ph\u1ea3i ch\u1edd l\u01b0\u1ee3t n\u00f3i. V\u1ec1 <strong>t\u00e2m l\u00fd<\/strong>, gi\u1ea3m \u00e1p l\u1ef1c b\u1ecb \u0111\u00e1nh gi\u00e1, v\u00ed d\u1ee5 ng\u01b0\u1eddi c\u00f3 th\u1ea9m quy\u1ec1n nh\u01b0 tr\u01b0\u1edfng nh\u00f3m hay gi\u1ea3ng vi\u00ean kh\u00f4ng nh\u1eadn x\u00e9t trong l\u00fac c\u1ea3 nh\u00f3m \u0111ang ngh\u0129 \u00fd t\u01b0\u1edfng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cach_brainstorm_hieu_qua_hon_nghi_rieng_gop_roi_thao_luan\"><\/span>C\u00e1ch brainstorm hi\u1ec7u qu\u1ea3 h\u01a1n: ngh\u0129 ri\u00eang, g\u1ed9p, r\u1ed3i th\u1ea3o lu\u1eadn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00e0m vi\u1ec7c nh\u00f3m v\u1eabn c\u00f3 gi\u00e1 tr\u1ecb, mi\u1ec5n l\u00e0 tr\u00e1nh \u0111\u01b0\u1ee3c ngh\u1ebdn l\u01b0\u1ee3t. Stroebe v\u00e0 c\u1ed9ng s\u1ef1 (2010) ch\u1ec9 ra r\u1eb1ng ti\u1ebfp x\u00fac v\u1edbi \u00fd t\u01b0\u1edfng c\u1ee7a ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 k\u00edch ho\u1ea1t nh\u1eefng hi\u1ec3u bi\u1ebft m\u00e0 b\u00ecnh th\u01b0\u1eddng ta kh\u00f4ng ngh\u0129 t\u1edbi. H\u1ecd g\u1ee3i \u00fd c\u00e1c c\u00e1ch l\u00e0m gi\u1eef \u0111\u01b0\u1ee3c l\u1ee3i \u00edch n\u00e0y m\u00e0 kh\u00f4ng ph\u1ea3i ch\u1edd l\u01b0\u1ee3t, nh\u01b0 <strong>brainwriting<\/strong> (trao \u0111\u1ed5i \u00fd t\u01b0\u1edfng b\u1eb1ng v\u0103n b\u1ea3n) v\u00e0 <strong>brainstorm \u0111i\u1ec7n t\u1eed<\/strong> (Stroebe et al., 2010).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb \u0111\u00f3, m\u1ed9t quy tr\u00ecnh \u0111\u01a1n gi\u1ea3n cho nh\u00f3m l\u00e0m qu\u1ea3ng c\u00e1o:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Ngh\u0129 ri\u00eang.<\/strong> M\u1ed7i ng\u01b0\u1eddi t\u1ef1 vi\u1ebft \u00fd t\u01b0\u1edfng c\u1ee7a m\u00ecnh trong m\u1ed9t kho\u1ea3ng th\u1eddi gian c\u1ed1 \u0111\u1ecbnh, kh\u00f4ng n\u00f3i chuy\u1ec7n.<\/li>\n\n\n\n<li><strong>G\u1ed9p b\u1eb1ng v\u0103n b\u1ea3n.<\/strong> D\u00e1n t\u1ea5t c\u1ea3 l\u00ean m\u1ed9t b\u1ea3ng chung ho\u1eb7c m\u1ed9t file d\u00f9ng chung \u0111\u1ec3 ai c\u0169ng \u0111\u1ecdc \u0111\u01b0\u1ee3c c\u00f9ng l\u00fac.<\/li>\n\n\n\n<li><strong>Th\u1ea3o lu\u1eadn \u0111\u1ec3 ph\u00e1t tri\u1ec3n.<\/strong> C\u1ea3 nh\u00f3m k\u1ebft h\u1ee3p, c\u1ea3i ti\u1ebfn c\u00e1c \u00fd t\u01b0\u1edfng, v\u1eabn ch\u01b0a lo\u1ea1i b\u1ecf.<\/li>\n\n\n\n<li><strong>L\u1ecdc v\u1edbi ti\u00eau ch\u00ed r\u00f5 r\u00e0ng.<\/strong> Ch\u1ea5m t\u1eebng \u00fd t\u01b0\u1edfng theo m\u1ee9c kh\u00e1c bi\u1ec7t v\u00e0 m\u1ee9c li\u00ean quan, thay v\u00ec ch\u1ecdn theo c\u1ea3m gi\u00e1c &#8220;an to\u00e0n&#8221;.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc 1 v\u00e0 2 gi\u1ea3i quy\u1ebft ngh\u1ebdn l\u01b0\u1ee3t. B\u01b0\u1edbc 3 gi\u1eef l\u1ea1i l\u1ee3i \u00edch c\u1ee7a vi\u1ec7c nghe \u00fd t\u01b0\u1edfng ng\u01b0\u1eddi kh\u00e1c. B\u01b0\u1edbc 4 x\u1eed l\u00fd c\u00e1i b\u1eaby ch\u1ecdn \u00fd t\u01b0\u1edfng qu\u00e1 an to\u00e0n \u0111\u00e3 n\u00f3i \u1edf ph\u1ea7n tr\u00ean.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hai g\u1ee3i \u00fd kh\u00e1c t\u1eeb t\u1ed5ng quan c\u1ee7a Stroebe v\u00e0 c\u1ed9ng s\u1ef1 (2010):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Khai th\u00e1c s\u00e2u thay v\u00ec l\u01b0\u1edbt r\u1ed9ng.<\/strong> Khi v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c thu h\u1eb9p ho\u1eb7c ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c g\u1ee3i m\u1edf v\u00e0o m\u1ed9t h\u01b0\u1edbng c\u1ee5 th\u1ec3, h\u1ecd t\u1ea1o ra \u00fd t\u01b0\u1edfng \u0111\u1ed9c \u0111\u00e1o h\u01a1n. V\u1edbi brief qu\u1ea3ng c\u00e1o, c\u00f3 th\u1ec3 t\u00e1ch th\u00e0nh nhi\u1ec1u c\u00e2u h\u1ecfi h\u1eb9p, v\u00ed d\u1ee5 &#8220;s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c d\u00f9ng theo nh\u1eefng c\u00e1ch n\u00e0o kh\u00e1c?&#8221;.<\/li>\n\n\n\n<li><strong>D\u1eb7n r\u00f5 ti\u00eau ch\u00ed s\u00e1ng t\u1ea1o khi ch\u1ecdn.<\/strong> H\u01b0\u1edbng d\u1eabn r\u00f5 r\u00e0ng \u1edf b\u01b0\u1edbc ch\u1ecdn gi\u00fap c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 ch\u1ea5t l\u01b0\u1ee3ng \u00fd t\u01b0\u1edfng \u0111\u01b0\u1ee3c gi\u1eef l\u1ea1i.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ngu\u1ed3n: Stroebe et al. (2010).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Phan_vai_nhu_mot_agency\"><\/span>Ph\u00e2n vai nh\u01b0 m\u1ed9t agency<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00f4 h\u00ecnh \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o hi\u1ec7n nay h\u00ecnh th\u00e0nh qua hai c\u1ed9t m\u1ed1c:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>C\u1eb7p copywriter v\u00e0 art director.<\/strong> Doyle Dane Bernbach (DDB) \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp n\u0103m 1949 (Britannica, n.d.). T\u1ea1i \u0111\u00e2y, l\u1ea7n \u0111\u1ea7u ti\u00ean copywriter v\u00e0 art director \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o l\u00e0m vi\u1ec7c c\u00f9ng nhau, t\u1ea1o ra m\u00f4 h\u00ecnh m\u00e0 c\u00e1c agency v\u1eabn theo \u0111\u1ebfn nay (D&amp;AD, n.d.).<\/li>\n\n\n\n<li><strong>Account planner.<\/strong> Stephen King t\u1ea1i JWT ph\u00e1t tri\u1ec3n c\u00f4ng c\u1ee5 T-Plan n\u0103m 1964, c\u00f2n Stanley Pollitt t\u1ea1i BMP kh\u1edfi x\u01b0\u1edbng ngh\u1ec1 planning n\u0103m 1968. Pollitt lo ng\u1ea1i account c\u00f3 qu\u00e1 nhi\u1ec1u quy\u1ec1n t\u1ef1 quy\u1ebft khi vi\u1ebft creative brief, n\u00ean mu\u1ed1n c\u00f3 m\u1ed9t ng\u01b0\u1eddi l\u00e0m nghi\u00ean c\u1ee9u &#8220;\u0111\u1ee9ng c\u1ea1nh&#8221; account (APG, 2001).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">DDB c\u1ee7a Bill Bernbach sau \u0111\u00f3 t\u1ea1o ra nh\u1eefng chi\u1ebfn d\u1ecbch kinh \u0111i\u1ec3n nh\u01b0 &#8220;Think Small&#8221; v\u00e0 &#8220;Lemon&#8221; cho Volkswagen, c\u00f9ng c\u00e1c chi\u1ebfn d\u1ecbch cho Avis v\u00e0 Polaroid. Bernbach t\u1eebng n\u00f3i: &#8220;Y\u1ebfu t\u1ed1 m\u1ea1nh nh\u1ea5t trong qu\u1ea3ng c\u00e1o l\u00e0 s\u1ef1 th\u1eadt&#8221; (D&amp;AD, n.d.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi account planner, The Account Planning Group (APG) m\u00f4 t\u1ea3 b\u1ed1n nhi\u1ec7m v\u1ee5 ch\u00ednh (APG, 2001):<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u00ecm ra insight then ch\u1ed1t, t\u1ee9c ph\u1ea7n &#8220;li\u00ean quan&#8221; c\u1ee7a \u00fd t\u01b0\u1edfng.<\/li>\n\n\n\n<li>Tham gia x\u00e2y d\u1ef1ng creative brief.<\/li>\n\n\n\n<li>Ch\u1ee9ng minh truy\u1ec1n th\u00f4ng \u0111\u00e3 hi\u1ec7u qu\u1ea3 ra sao v\u00e0 v\u00ec sao.<\/li>\n\n\n\n<li>L\u00e0m c\u1ea7u n\u1ed1i gi\u1eefa hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1n gi\u1ea3 t\u1eeb nghi\u00ean c\u1ee9u v\u00e0 c\u00e1ch \u00e1p d\u1ee5ng hi\u1ec3u bi\u1ebft \u0111\u00f3 trong c\u00f4ng vi\u1ec7c c\u1ee7a agency.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t c\u00e1ch d\u1ec5 nh\u1edb \u0111\u1ec3 ph\u00e2n vai l\u00e0 cho m\u1ed7i b\u1ed9 ph\u1eadn tr\u1ea3 l\u1eddi m\u1ed9t c\u00e2u h\u1ecfi:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>B\u1ed9 ph\u1eadn<\/th><th>C\u00e2u h\u1ecfi c\u1ea7n tr\u1ea3 l\u1eddi<\/th><\/tr><tr><td>Account<\/td><td>Client c\u1ea7n g\u00ec?<\/td><\/tr><tr><td>Planner<\/td><td>Kh\u00e1ch h\u00e0ng ngh\u0129 g\u00ec? Insight l\u00e0 g\u00ec?<\/td><\/tr><tr><td>Creative (copywriter, art director)<\/td><td>N\u00f3i th\u1ebf n\u00e0o?<\/td><\/tr><tr><td>Media<\/td><td>N\u00f3i \u1edf \u0111\u00e2u, khi n\u00e0o?<\/td><\/tr><tr><td>Production<\/td><td>L\u00e0m ra sao?<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 khung \u0111\u01a1n gi\u1ea3n h\u00f3a d\u00f9ng trong gi\u1ea3ng d\u1ea1y. Tr\u00ean th\u1ef1c t\u1ebf, c\u01a1 c\u1ea5u kh\u00e1c nhau gi\u1eefa agency l\u1edbn v\u00e0 nh\u1ecf, v\u00e0 m\u1ed9t ng\u01b0\u1eddi c\u00f3 th\u1ec3 ki\u00eam nhi\u1ec1u vai.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Creative team ph\u00e1t tri\u1ec3n nhi\u1ec1u concept, l\u1ecdc qua creative director tr\u01b0\u1edbc khi tr\u00ecnh client. Vi\u1ec7c quay l\u1ea1i b\u01b0\u1edbc tr\u01b0\u1edbc \u0111\u1ec3 s\u1eeda l\u00e0 b\u00ecnh th\u01b0\u1eddng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Mot_buoi_tao_y_tuong_mau_cho_nhom_nho\"><\/span>M\u1ed9t bu\u1ed5i t\u1ea1o \u00fd t\u01b0\u1edfng m\u1eabu cho nh\u00f3m nh\u1ecf<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi nh\u00f3m 4 ng\u01b0\u1eddi, nh\u01b0 m\u1ed9t nh\u00f3m sinh vi\u00ean hay m\u1ed9t team in-house nh\u1ecf, c\u00f3 th\u1ec3 chia vai theo &#8220;agency thu nh\u1ecf&#8221;:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><th>Vai<\/th><th>Ch\u1ecbu tr\u00e1ch nhi\u1ec7m ch\u00ednh<\/th><\/tr><tr><td>Creative Director<\/td><td>D\u1eabn bu\u1ed5i, gi\u1eef th\u1eddi gian, ch\u1ed1t \u00fd t\u01b0\u1edfng cu\u1ed1i c\u00f9ng<\/td><\/tr><tr><td>Planner<\/td><td>Insight t\u1eeb nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng<\/td><\/tr><tr><td>Copywriter<\/td><td>Big idea, th\u00f4ng \u0111i\u1ec7p ch\u00ednh (key message)<\/td><\/tr><tr><td>Art Director<\/td><td>Key visual<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">R\u1ed3i ch\u1ea1y bu\u1ed5i l\u00e0m vi\u1ec7c theo th\u1ee9 t\u1ef1:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Planner tr\u00ecnh b\u00e0y nguy\u00ean li\u1ec7u:<\/strong> brief, insight, th\u00f4ng tin s\u1ea3n ph\u1ea9m. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc &#8220;thu th\u1eadp&#8221; c\u1ee7a Young.<\/li>\n\n\n\n<li><strong>M\u1ed7i ng\u01b0\u1eddi t\u1ef1 vi\u1ebft \u00fd t\u01b0\u1edfng ri\u00eang,<\/strong> kh\u00f4ng trao \u0111\u1ed5i.<\/li>\n\n\n\n<li><strong>G\u1ed9p t\u1ea5t c\u1ea3 l\u00ean m\u1ed9t b\u1ea3ng chung,<\/strong> \u0111\u1ecdc c\u00f9ng l\u00fac.<\/li>\n\n\n\n<li><strong>Th\u1ea3o lu\u1eadn \u0111\u1ec3 k\u1ebft h\u1ee3p v\u00e0 ph\u00e1t tri\u1ec3n,<\/strong> ch\u01b0a lo\u1ea1i \u00fd n\u00e0o.<\/li>\n\n\n\n<li><strong>Creative Director d\u1eabn b\u01b0\u1edbc l\u1ecdc<\/strong> b\u1eb1ng hai ti\u00eau ch\u00ed kh\u00e1c bi\u1ec7t v\u00e0 li\u00ean quan, ch\u1ecdn m\u1ed9t big idea.<\/li>\n\n\n\n<li><strong>Copywriter v\u00e0 Art Director ph\u00e1t tri\u1ec3n chi ti\u1ebft<\/strong> big idea th\u00e0nh th\u00f4ng \u0111i\u1ec7p v\u00e0 key visual. \u0110\u1eebng d\u1eebng \u1edf m\u1ee9c concept: elaboration l\u00e0 chi\u1ec1u s\u00e1ng t\u1ea1o t\u00e1c \u0111\u1ed9ng m\u1ea1nh \u0111\u1ebfn doanh s\u1ed1 (Reinartz &amp; Saffert, 2013).<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu c\u00f3 th\u1eddi gian, h\u00e3y \u0111\u1ec3 \u00fd t\u01b0\u1edfng &#8220;\u1ee7&#8221; qua m\u1ed9t \u0111\u00eam tr\u01b0\u1edbc b\u01b0\u1edbc 5. Young xem giai \u0111o\u1ea1n \u1ee7 l\u00e0 m\u1ed9t ph\u1ea7n th\u1eadt s\u1ef1 c\u1ee7a quy tr\u00ecnh, kh\u00f4ng ph\u1ea3i th\u1eddi gian ch\u1ebft.<\/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=\"Brainstorm_nhom_co_hieu_qua_khong\"><\/span>Brainstorm nh\u00f3m 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\">Brainstorm n\u00f3i mi\u1ec7ng c\u1ea3 nh\u00f3m th\u01b0\u1eddng t\u1ea1o ra \u00edt \u00fd t\u01b0\u1edfng h\u01a1n v\u00e0 \u00fd t\u01b0\u1edfng k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n so v\u1edbi c\u00f9ng s\u1ed1 ng\u01b0\u1eddi \u0111\u00f3 ngh\u0129 ri\u00eang r\u1ed3i g\u1ed9p l\u1ea1i. K\u1ebft lu\u1eadn n\u00e0y \u0111\u1ebfn t\u1eeb 18\/22 th\u00ed nghi\u1ec7m \u0111\u01b0\u1ee3c Diehl v\u00e0 Stroebe (1987) r\u00e0 so\u00e1t v\u00e0 ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p 20 nghi\u00ean c\u1ee9u c\u1ee7a Mullen v\u00e0 c\u1ed9ng s\u1ef1 (1991).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_sao_brainstorm_nhom_kem_hieu_qua\"><\/span>V\u00ec sao brainstorm nh\u00f3m k\u00e9m hi\u1ec7u qu\u1ea3?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ba nguy\u00ean nh\u00e2n \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u l\u00e0 ngh\u1ebdn l\u01b0\u1ee3t n\u00f3i, s\u1ee3 b\u1ecb \u0111\u00e1nh gi\u00e1 v\u00e0 \u1ef7 l\u1ea1i. Ngh\u1ebdn l\u01b0\u1ee3t v\u00e0 s\u1ee3 b\u1ecb \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c xem l\u00e0 quan tr\u1ecdng nh\u1ea5t, t\u00f9y nghi\u00ean c\u1ee9u; \u1ef7 l\u1ea1i \u0111\u00f3ng vai tr\u00f2 nh\u1ecf.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brainwriting_la_gi\"><\/span>Brainwriting l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Brainwriting l\u00e0 c\u00e1ch trao \u0111\u1ed5i \u00fd t\u01b0\u1edfng b\u1eb1ng v\u0103n b\u1ea3n thay v\u00ec n\u00f3i l\u1ea7n l\u01b0\u1ee3t. M\u1ecdi ng\u01b0\u1eddi c\u00f9ng vi\u1ebft m\u1ed9t l\u00fac n\u00ean kh\u00f4ng ph\u1ea3i ch\u1edd \u0111\u1ebfn l\u01b0\u1ee3t, nh\u01b0ng v\u1eabn \u0111\u1ecdc \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng c\u1ee7a nhau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tu_duy_phan_ky_va_tu_duy_hoi_tu_khac_nhau_the_nao\"><\/span>T\u01b0 duy ph\u00e2n k\u1ef3 v\u00e0 t\u01b0 duy h\u1ed9i t\u1ee5 kh\u00e1c nhau th\u1ebf n\u00e0o?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u01b0 duy ph\u00e2n k\u1ef3 t\u1ea1o ra nhi\u1ec1u c\u00e2u tr\u1ea3 l\u1eddi cho m\u1ed9t c\u00e2u h\u1ecfi m\u1edf. T\u01b0 duy h\u1ed9i t\u1ee5 t\u00ecm ra m\u1ed9t c\u00e2u tr\u1ea3 l\u1eddi \u0111\u00fang cho m\u1ed9t v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5. Trong t\u1ea1o \u00fd t\u01b0\u1edfng qu\u1ea3ng c\u00e1o, n\u00ean t\u00e1ch hai giai \u0111o\u1ea1n n\u00e0y: m\u1edf r\u1ed9ng tr\u01b0\u1edbc, ch\u1ecdn l\u1ecdc sau.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creative_team_trong_agency_gom_nhung_ai\"><\/span>Creative team trong agency g\u1ed3m nh\u1eefng ai?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed9i s\u00e1ng t\u1ea1o c\u1ed1t l\u00f5i l\u00e0 c\u1eb7p copywriter v\u00e0 art director, d\u01b0\u1edbi s\u1ef1 d\u1eabn d\u1eaft c\u1ee7a creative director. H\u1ecd l\u00e0m vi\u1ec7c c\u00f9ng account (hi\u1ec3u client) v\u00e0 planner (hi\u1ec3u kh\u00e1ch h\u00e0ng, t\u00ecm insight).<\/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\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\">The Account Planning Group. (2001, April 2). <em>What is account planning? And what do account planners do exactly?<\/em> https:\/\/www.apg.org.uk\/single-post\/2001\/04\/02\/what-is-account-planning-and-what-do-account-planners-do-exactly<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Britannica. (n.d.). Doyle Dane Bernbach. In <em>Encyclopaedia Britannica<\/em>. https:\/\/www.britannica.com\/topic\/Doyle-Dane-Bernbach<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clear, J. (n.d.). <em>A technique for producing ideas by James Webb Young<\/em> [Book summary]. https:\/\/jamesclear.com\/book-summaries\/a-technique-for-producing-ideas<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D&amp;AD. (n.d.). <em>Bill Bernbach<\/em>. https:\/\/www.dandad.org\/creative-community\/directory\/bill-bernbach<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diehl, M., &amp; Stroebe, W. (1987). Productivity loss in brainstorming groups: Toward the solution of a riddle. <em>Journal of Personality and Social Psychology, 53<\/em>(3), 497\u2013509. https:\/\/doi.org\/10.1037\/0022-3514.53.3.497<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Farnam Street. (n.d.). <em>A technique for producing ideas<\/em>. https:\/\/fs.blog\/a-technique-for-producing-ideas\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mullen, B., Johnson, C., &amp; Salas, E. (1991). Productivity loss in brainstorming groups: A meta-analytic integration. <em>Basic and Applied Social Psychology, 12<\/em>(1), 3\u201323. https:\/\/doi.org\/10.1207\/s15324834basp1201_1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Razumnikova, O. M. (2017). Divergent versus convergent thinking. In E. G. Carayannis (Ed.), <em>Encyclopedia of creativity, invention, innovation and entrepreneurship<\/em>. Springer. https:\/\/doi.org\/10.1007\/978-1-4614-6616-1_362-2<\/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\">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\">Stroebe, W., Nijstad, B. A., &amp; Rietzschel, E. F. (2010). Beyond productivity loss in brainstorming groups: The evolution of a question. In M. P. Zanna &amp; J. M. Olson (Eds.), <em>Advances in experimental social psychology<\/em> (Vol. 43, pp. 157\u2013203). Academic Press. https:\/\/www.crema-research.ch\/wp-content\/uploads\/2022\/01\/beyond-productivity-loss-in-brainstorming-groupsthe-evolution-of-a-question.pdf<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Young, J. W. (2003). <em>A technique for producing ideas<\/em>. McGraw-Hill. (Original work published 1940). https:\/\/archive.org\/details\/techniqueforprod0000youn<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brainstorm c\u1ea3 nh\u00f3m th\u01b0\u1eddng ra \u00edt \u00fd t\u01b0\u1edfng h\u01a1n so v\u1edbi \u0111\u1ec3 t\u1eebng ng\u01b0\u1eddi t\u1ef1 ngh\u0129 &hellip; <a title=\"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\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/brainstorm-nhom-co-hieu-qua-khong\/\"><span class=\"screen-reader-text\">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<\/span>Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":759,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,17],"tags":[384,387,385,386,388],"class_list":["post-758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thuc-hanh-marcom","category-tools-ky-nang","tag-brainstorm-hieu-qua","tag-brainwriting","tag-cach-tao-y-tuong-quang-cao","tag-creative-team-trong-agency","tag-tu-duy-phan-ky-va-hoi-tu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brainstorm nh\u00f3m c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng? 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