{"id":808,"date":"2026-10-04T17:57:09","date_gmt":"2026-10-04T10:57:09","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=808"},"modified":"2026-10-04T17:57:13","modified_gmt":"2026-10-04T10:57:13","slug":"quang-cao-trong-marketing-mix","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/","title":{"rendered":"Qu\u1ea3ng c\u00e1o c\u00f3 c\u1ee9u \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m d\u1edf kh\u00f4ng? Hi\u1ec3u \u0111\u00fang vai tr\u00f2 c\u1ee7a qu\u1ea3ng c\u00e1o trong 4P"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3ng c\u00e1o trong marketing mix kh\u00f4ng \u0111\u1ee9ng m\u1ed9t m\u00ecnh. N\u00f3 ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a ch\u1eef P th\u1ee9 t\u01b0 (Promotion) trong m\u00f4 h\u00ecnh 4P, v\u00e0 ch\u1ec9 ph\u00e1t huy t\u00e1c d\u1ee5ng khi ba ch\u1eef P c\u00f2n l\u1ea1i \u0111\u00e3 \u0111\u01b0\u1ee3c l\u00e0m \u0111\u00fang. B\u00e0i vi\u1ebft gi\u00fap b\u1ea1n hi\u1ec3u vai tr\u00f2 c\u1ee7a qu\u1ea3ng c\u00e1o v\u1edbi s\u1ea3n ph\u1ea9m, gi\u00e1 v\u00e0 ph\u00e2n ph\u1ed1i, k\u00e8m v\u00ed d\u1ee5 th\u1ef1c t\u1ebf t\u1eeb Vi\u1ec7t Nam v\u00e0 th\u1ebf gi\u1edbi, c\u00f9ng m\u1ed9t b\u00e0i t\u1eadp nh\u1ecf \u0111\u1ec3 t\u1ef1 ki\u1ec3m tra.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>D\u00e0nh cho:<\/strong> Ng\u01b0\u1eddi m\u1edbi v\u00e0o ngh\u1ec1 marketing, sinh vi\u00ean n\u0103m 2-3 ng\u00e0nh truy\u1ec1n th\u00f4ng, marketing<\/p>\n<\/blockquote>\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 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Quang_cao_trong_marketing_mix_bat_dau_tu_4P\" >Qu\u1ea3ng c\u00e1o trong marketing mix: b\u1eaft \u0111\u1ea7u t\u1eeb 4P<\/a><\/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-trong-marketing-mix\/#Quang_cao_va_san_pham_noi_dung_dieu_san_pham_co\" >Qu\u1ea3ng c\u00e1o v\u00e0 s\u1ea3n ph\u1ea9m: n\u00f3i \u0111\u00fang \u0111i\u1ec1u s\u1ea3n ph\u1ea9m c\u00f3<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Muc_tieu_quang_cao_doi_theo_vong_doi_san_pham\" >M\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o \u0111\u1ed5i theo v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Bao_bi_cung_la_mot_kenh_quang_cao\" >Bao b\u00ec c\u0169ng l\u00e0 m\u1ed9t k\u00eanh 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-5\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_Bitis_Hunter_va_%E2%80%9CDi_de_tro_ve%E2%80%9D_2017\" >V\u00ed d\u1ee5: Biti&#8217;s Hunter v\u00e0 &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; (2017)<\/a><\/li><\/ul><\/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-trong-marketing-mix\/#Quang_cao_va_gia_hai_huong_nguoc_nhau\" >Qu\u1ea3ng c\u00e1o v\u00e0 gi\u00e1: hai h\u01b0\u1edbng ng\u01b0\u1ee3c nhau<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Giam_gia_manh_hon_quang_cao_trong_ngan_han\" >Gi\u1ea3m gi\u00e1 m\u1ea1nh h\u01a1n qu\u1ea3ng c\u00e1o trong ng\u1eafn h\u1ea1n?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_huong_1_Vietjet_va_ve_0_dong\" >V\u00ed d\u1ee5 h\u01b0\u1edbng 1: Vietjet v\u00e0 v\u00e9 0 \u0111\u1ed3ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_huong_2_Stella_Artois_va_%E2%80%9CReassuringly_expensive%E2%80%9D\" >V\u00ed d\u1ee5 h\u01b0\u1edbng 2: Stella Artois v\u00e0 &#8220;Reassuringly expensive&#8221;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Quang_cao_va_phan_phoi_day_hay_keo\" >Qu\u1ea3ng c\u00e1o v\u00e0 ph\u00e2n ph\u1ed1i: \u0111\u1ea9y hay k\u00e9o?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_Viet_Nam_Vinamilk\" >V\u00ed d\u1ee5 Vi\u1ec7t Nam: Vinamilk<\/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-trong-marketing-mix\/#Vi_du_quoc_te_Coca-Cola\" >V\u00ed d\u1ee5 qu\u1ed1c t\u1ebf: Coca-Cola<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Quang_cao_trong_chieu_thi_mot_nhac_cu_trong_dan_nhac\" >Qu\u1ea3ng c\u00e1o trong chi\u00eau th\u1ecb: m\u1ed9t nh\u1ea1c c\u1ee5 trong d\u00e0n nh\u1ea1c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_Viet_Nam_Kotex_phoi_hop_nhieu_cong_cu\" >V\u00ed d\u1ee5 Vi\u1ec7t Nam: Kotex ph\u1ed1i h\u1ee3p nhi\u1ec1u c\u00f4ng c\u1ee5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_quoc_te_Spotify_Wrapped\" >V\u00ed d\u1ee5 qu\u1ed1c t\u1ebf: Spotify Wrapped<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Ngan_han_hay_dai_han_Quy_tac_60_40\" >Ng\u1eafn h\u1ea1n hay d\u00e0i h\u1ea1n? Quy t\u1eafc 60:40<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Thuc_hanh_cham_diem_4P_truoc_khi_viet_brief_quang_cao\" >Th\u1ef1c h\u00e0nh: ch\u1ea5m \u0111i\u1ec3m 4P tr\u01b0\u1edbc khi vi\u1ebft brief qu\u1ea3ng c\u00e1o<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Vi_du_gia_dinh_xe_banh_mi_Co_Ba\" >V\u00ed d\u1ee5 gi\u1ea3 \u0111\u1ecbnh: xe b\u00e1nh m\u00ec C\u00f4 Ba<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Cau_hoi_thuong_gap\" >C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#3_dieu_can_nho\" >3 \u0111i\u1ec1u c\u1ea7n nh\u1edb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#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-22\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/#Tai_lieu_tham_khao\" >T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_trong_marketing_mix_bat_dau_tu_4P\"><\/span>Qu\u1ea3ng c\u00e1o trong marketing mix: b\u1eaft \u0111\u1ea7u t\u1eeb 4P<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: kh\u00f4ng. Qu\u1ea3ng c\u00e1o hay c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi ta mua l\u1ea7n \u0111\u1ea7u. Nh\u01b0ng n\u1ebfu s\u1ea3n ph\u1ea9m k\u00e9m, gi\u00e1 v\u00f4 l\u00fd ho\u1eb7c kh\u00f4ng c\u00f3 h\u00e0ng \u1edf c\u1eeda h\u00e0ng, kh\u00e1ch s\u1ebd kh\u00f4ng quay l\u1ea1i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ec3 hi\u1ec3u v\u00ec sao, h\u00e3y quay l\u1ea1i g\u1ed1c c\u1ee7a kh\u00e1i ni\u1ec7m <strong>marketing mix<\/strong> (ph\u1ed1i th\u1ee9c marketing). Neil Borden ph\u1ed5 bi\u1ebfn thu\u1eadt ng\u1eef n\u00e0y, v\u00e0 m\u00f4 t\u1ea3 nh\u00e0 qu\u1ea3n l\u00fd <a href=\"https:\/\/dykhoa.com\/blog\/courses\/tong-quan-imc\/\" data-type=\"courses\" data-id=\"301\">marketing<\/a> nh\u01b0 m\u1ed9t ng\u01b0\u1eddi &#8220;pha tr\u1ed9n&#8221; 12 th\u00e0nh ph\u1ea7n, t\u1eeb s\u1ea3n ph\u1ea9m, gi\u00e1, k\u00eanh ph\u00e2n ph\u1ed1i \u0111\u1ebfn qu\u1ea3ng c\u00e1o v\u00e0 khuy\u1ebfn m\u00e3i (Borden, 1964). N\u0103m 1960, E. Jerome McCarthy r\u00fat g\u1ecdn th\u00e0nh 4 nh\u00f3m d\u1ec5 nh\u1edb: <strong>Product, Price, Place, Promotion<\/strong> (McCarthy, 1960).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec3m quan tr\u1ecdng: qu\u1ea3ng c\u00e1o ch\u1ec9 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 n\u1eb1m trong ch\u1eef P cu\u1ed1i c\u00f9ng. N\u00f3 ph\u1ea3i &#8220;n\u00f3i&#8221; \u0111\u00fang \u0111i\u1ec1u m\u00e0 ba ch\u1eef P c\u00f2n l\u1ea1i \u0111\u00e3 t\u1ea1o ra. Ph\u1ea7n ti\u1ebfp theo s\u1ebd \u0111i qua t\u1eebng m\u1ed1i quan h\u1ec7 n\u00e0y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_va_san_pham_noi_dung_dieu_san_pham_co\"><\/span>Qu\u1ea3ng c\u00e1o v\u00e0 s\u1ea3n ph\u1ea9m: n\u00f3i \u0111\u00fang \u0111i\u1ec1u s\u1ea3n ph\u1ea9m c\u00f3<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kotler v\u00e0 Armstrong (2018) chia s\u1ea3n ph\u1ea9m th\u00e0nh 3 t\u1ea7ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u1ee3i \u00edch c\u1ed1t l\u00f5i:<\/strong> v\u1ea5n \u0111\u1ec1 kh\u00e1ch th\u1eadt s\u1ef1 mu\u1ed1n gi\u1ea3i quy\u1ebft (v\u00ed d\u1ee5: \u0111i l\u1ea1i \u00eam ch\u00e2n).<\/li>\n\n\n\n<li><strong>S\u1ea3n ph\u1ea9m th\u1ef1c t\u1ebf:<\/strong> thi\u1ebft k\u1ebf, ch\u1ea5t l\u01b0\u1ee3ng, th\u01b0\u01a1ng hi\u1ec7u, bao b\u00ec.<\/li>\n\n\n\n<li><strong>S\u1ea3n ph\u1ea9m gia t\u0103ng:<\/strong> b\u1ea3o h\u00e0nh, \u0111\u1ed5i tr\u1ea3, giao h\u00e0ng, ch\u0103m s\u00f3c sau b\u00e1n.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3 th\u01b0\u1eddng b\u00e1n l\u1ee3i \u00edch c\u1ed1t l\u00f5i, r\u1ed3i d\u00f9ng hai t\u1ea7ng c\u00f2n l\u1ea1i l\u00e0m b\u1eb1ng ch\u1ee9ng. N\u1ebfu qu\u1ea3ng c\u00e1o h\u1ee9a \u0111i\u1ec1u s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3, b\u1ea1n \u0111ang \u0111\u1ed1t ti\u1ec1n \u0111\u1ec3 t\u0103ng s\u1ed1 ng\u01b0\u1eddi th\u1ea5t v\u1ecdng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Muc_tieu_quang_cao_doi_theo_vong_doi_san_pham\"><\/span>M\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o \u0111\u1ed5i theo v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kotler v\u00e0 Armstrong (2018) n\u00eau 3 m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o ch\u00ednh:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Giai \u0111o\u1ea1n<\/th><th>M\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o<\/th><th>Qu\u1ea3ng c\u00e1o c\u1ea7n l\u00e0m g\u00ec<\/th><\/tr><\/thead><tbody><tr><td>Gi\u1edbi thi\u1ec7u<\/td><td>Th\u00f4ng tin<\/td><td>Cho bi\u1ebft s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec, d\u00f9ng th\u1ebf n\u00e0o<\/td><\/tr><tr><td>T\u0103ng tr\u01b0\u1edfng<\/td><td>Thuy\u1ebft ph\u1ee5c<\/td><td>V\u00ec sao n\u00ean ch\u1ecdn m\u00ecnh thay v\u00ec \u0111\u1ed1i th\u1ee7<\/td><\/tr><tr><td>B\u00e3o h\u00f2a<\/td><td>Nh\u1eafc nh\u1edb<\/td><td>Gi\u1eef th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1ch g\u00e1n m\u1ee5c ti\u00eau theo giai \u0111o\u1ea1n trong b\u1ea3ng l\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng ph\u1ed5 bi\u1ebfn, kh\u00f4ng ph\u1ea3i quy t\u1eafc c\u1ee9ng. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e2u n\u0103m v\u1eabn c\u00f3 th\u1ec3 c\u1ea7n thuy\u1ebft ph\u1ee5c l\u1ea1i khi t\u00e1i \u0111\u1ecbnh v\u1ecb.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bao_bi_cung_la_mot_kenh_quang_cao\"><\/span>Bao b\u00ec c\u0169ng l\u00e0 m\u1ed9t k\u00eanh qu\u1ea3ng c\u00e1o<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00ean k\u1ec7 si\u00eau th\u1ecb hay trang Shopee, bao b\u00ec l\u00e0 th\u1ee9 kh\u00e1ch nh\u00ecn th\u1ea5y cu\u1ed1i c\u00f9ng tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh. M\u00e0u s\u1eafc, logo, th\u00f4ng \u0111i\u1ec7p tr\u00ean bao b\u00ec c\u1ea7n kh\u1edbp v\u1edbi qu\u1ea3ng c\u00e1o \u0111\u1ec3 kh\u00e1ch nh\u1eadn ra ngay.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_Bitis_Hunter_va_%E2%80%9CDi_de_tro_ve%E2%80%9D_2017\"><\/span>V\u00ed d\u1ee5: Biti&#8217;s Hunter v\u00e0 &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; (2017)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">N\u0103m 2017, Biti&#8217;s Hunter k\u1ebft h\u1ee3p v\u1edbi S\u01a1n T\u00f9ng M-TP v\u00e0 Soobin Ho\u00e0ng S\u01a1n ra MV &#8220;L\u1ea1c tr\u00f4i&#8221; v\u00e0 &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; (<a href=\"https:\/\/www.youtube.com\/watch?v=wnSNyE2hVu4\" rel=\"noopener noreferrer\" target=\"_blank\">xem video<\/a>). Theo CafeF, d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u1ea1t 300% ch\u1ec9 ti\u00eau doanh s\u1ed1 sau 7 ng\u00e0y; doanh thu thu\u1ea7n c\u1ee7a Biti&#8217;s t\u0103ng t\u1eeb kho\u1ea3ng 1.291 t\u1ef7 l\u00ean 1.588 t\u1ef7 \u0111\u1ed3ng trong n\u0103m 2017 (Kh\u00e1nh Vy, 2023).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i h\u1ecdc ch\u00ednh: chi\u1ebfn d\u1ecbch kh\u00f4ng ch\u1ec9 l\u00e0 MV hay. Biti&#8217;s \u0111\u00e3 l\u00e0m m\u1edbi s\u1ea3n ph\u1ea9m (d\u00f2ng Hunter tr\u1ebb, nh\u1eb9, h\u1ee3p xu h\u01b0\u1edbng) tr\u01b0\u1edbc, r\u1ed3i qu\u1ea3ng c\u00e1o m\u1edbi k\u1ec3 c\u00e2u chuy\u1ec7n. L\u01b0u \u00fd: c\u00e1c con s\u1ed1 tr\u00ean do doanh nghi\u1ec7p c\u00f4ng b\u1ed1 v\u00e0 ch\u1ec9 cho th\u1ea5y s\u1ef1 t\u01b0\u01a1ng quan, kh\u00f4ng ch\u1ee9ng minh to\u00e0n b\u1ed9 m\u1ee9c t\u0103ng l\u00e0 nh\u1edd qu\u1ea3ng c\u00e1o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_va_gia_hai_huong_nguoc_nhau\"><\/span>Qu\u1ea3ng c\u00e1o v\u00e0 gi\u00e1: hai h\u01b0\u1edbng ng\u01b0\u1ee3c nhau<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 gi\u00e1 theo hai c\u00e1ch g\u1ea7n nh\u01b0 \u0111\u1ed1i l\u1eadp:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Qu\u1ea3ng c\u00e1o \u0111\u1ec3 khi\u1ebfn kh\u00e1ch nh\u1ea1y c\u1ea3m h\u01a1n v\u1edbi gi\u00e1:<\/strong> khoe gi\u00e1 r\u1ebb, gi\u1ea3m gi\u00e1, \u01b0u \u0111\u00e3i.<\/li>\n\n\n\n<li><strong>Qu\u1ea3ng c\u00e1o \u0111\u1ec3 khi\u1ebfn kh\u00e1ch \u00edt quan t\u00e2m \u0111\u1ebfn gi\u00e1 h\u01a1n:<\/strong> x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 kh\u00e1ch s\u1eb5n s\u00e0ng tr\u1ea3 cao h\u01a1n.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ea1n ph\u1ea3i ch\u1ecdn m\u1ed9t h\u01b0\u1edbng ch\u00ednh. V\u1eeba qu\u1ea3ng c\u00e1o &#8220;\u0111\u1eb3ng c\u1ea5p&#8221; v\u1eeba gi\u1ea3m gi\u00e1 li\u00ean t\u1ee5c s\u1ebd khi\u1ebfn th\u00f4ng \u0111i\u1ec7p t\u1ef1 m\u00e2u thu\u1eabn.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Giam_gia_manh_hon_quang_cao_trong_ngan_han\"><\/span>Gi\u1ea3m gi\u00e1 m\u1ea1nh h\u01a1n qu\u1ea3ng c\u00e1o trong ng\u1eafn h\u1ea1n?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t ph\u00e2n t\u00edch t\u1ed5ng h\u1ee3p (meta-analysis) g\u1ed3m 751 \u01b0\u1edbc l\u01b0\u1ee3ng t\u1eeb 56 nghi\u00ean c\u1ee9u cho th\u1ea5y \u0111\u1ed9 co gi\u00e3n trung b\u00ecnh c\u1ee7a doanh s\u1ed1 theo qu\u1ea3ng c\u00e1o l\u00e0 0,12 trong ng\u1eafn h\u1ea1n v\u00e0 0,24 trong d\u00e0i h\u1ea1n (Sethuraman et al., 2011). Hi\u1ec3u \u0111\u01a1n gi\u1ea3n: t\u0103ng 10% chi ph\u00ed qu\u1ea3ng c\u00e1o, doanh s\u1ed1 ng\u1eafn h\u1ea1n t\u0103ng kho\u1ea3ng 1,2%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong khi \u0111\u00f3, \u0111\u1ed9 co gi\u00e3n theo gi\u00e1 \u0111\u01b0\u1ee3c c\u00e1c t\u00e1c gi\u1ea3 d\u1eabn l\u00e0 kho\u1ea3ng -2,62. T\u1ee9c gi\u1ea3m gi\u00e1 10% c\u00f3 th\u1ec3 l\u00e0m doanh s\u1ed1 t\u0103ng kho\u1ea3ng 26%.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>\u0110\u00f2n b\u1ea9y<\/th><th>Thay \u0111\u1ed5i<\/th><th>Doanh s\u1ed1 thay \u0111\u1ed5i (\u01b0\u1edbc t\u00ednh trung b\u00ecnh)<\/th><\/tr><\/thead><tbody><tr><td>Qu\u1ea3ng c\u00e1o (ng\u1eafn h\u1ea1n)<\/td><td>+10% ng\u00e2n s\u00e1ch<\/td><td>\u2248 +1,2%<\/td><\/tr><tr><td>Qu\u1ea3ng c\u00e1o (d\u00e0i h\u1ea1n)<\/td><td>+10% ng\u00e2n s\u00e1ch<\/td><td>\u2248 +2,4%<\/td><\/tr><tr><td>Gi\u00e1<\/td><td>-10% gi\u00e1 b\u00e1n<\/td><td>\u2248 +26%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1eebng v\u1ed9i k\u1ebft lu\u1eadn &#8220;c\u1ee9 gi\u1ea3m gi\u00e1 l\u00e0 xong&#8221;. Gi\u1ea3m gi\u00e1 l\u00e0m m\u1ea5t l\u1ee3i nhu\u1eadn tr\u00ean m\u1ed7i s\u1ea3n ph\u1ea9m, v\u00e0 \u0111\u1ed1i th\u1ee7 c\u00f3 th\u1ec3 gi\u1ea3m theo ngay. C\u00e1c con s\u1ed1 tr\u00ean l\u00e0 trung b\u00ecnh c\u1ee7a nhi\u1ec1u ng\u00e0nh, th\u1ecb tr\u01b0\u1eddng; trung v\u1ecb \u0111\u1ed9 co gi\u00e3n qu\u1ea3ng c\u00e1o ch\u1ec9 kho\u1ea3ng 0,05 (Sethuraman et al., 2011), n\u00ean k\u1ebft qu\u1ea3 th\u1ef1c t\u1ebf dao \u0111\u1ed9ng r\u1ea5t r\u1ed9ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_huong_1_Vietjet_va_ve_0_dong\"><\/span>V\u00ed d\u1ee5 h\u01b0\u1edbng 1: Vietjet v\u00e0 v\u00e9 0 \u0111\u1ed3ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb 20\/5 \u0111\u1ebfn 20\/6\/2015, Vietjet m\u1edf b\u00e1n 50.000 v\u00e9 gi\u00e1 0 \u0111\u1ed3ng, trong khung 12h-14h h\u1eb1ng ng\u00e0y (Thu Th\u1ee7y, 2015). Gi\u00e1 r\u1ebb ch\u00ednh l\u00e0 th\u00f4ng \u0111i\u1ec7p, v\u00e0 qu\u1ea3ng c\u00e1o ch\u1ec9 c\u1ea7n l\u00e0m n\u00f3 n\u1ed5i b\u1eadt, d\u1ec5 nh\u1edb (<a href=\"https:\/\/www.youtube.com\/watch?v=odOG9gJXYRA\" rel=\"noopener noreferrer\" target=\"_blank\">xem video<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_huong_2_Stella_Artois_va_%E2%80%9CReassuringly_expensive%E2%80%9D\"><\/span>V\u00ed d\u1ee5 h\u01b0\u1edbng 2: Stella Artois v\u00e0 &#8220;Reassuringly expensive&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb n\u0103m 1981, bia Stella Artois t\u1ea1i Anh d\u00f9ng kh\u1ea9u hi\u1ec7u &#8220;Reassuringly expensive&#8221; (\u0111\u1eaft m\u1ed9t c\u00e1ch \u0111\u00e1ng tin c\u1eady). Thay v\u00ec gi\u1ea5u gi\u00e1 cao, th\u01b0\u01a1ng hi\u1ec7u bi\u1ebfn n\u00f3 th\u00e0nh b\u1eb1ng ch\u1ee9ng ch\u1ea5t l\u01b0\u1ee3ng. Theo h\u1ed3 s\u01a1 IPA, chi\u1ebfn d\u1ecbch gi\u00fap gi\u1eef m\u1ee9c gi\u00e1 cao v\u00e0 thuy\u1ebft ph\u1ee5c c\u00e1c qu\u00e1n, c\u1eeda h\u00e0ng nh\u1eadp h\u00e0ng (Heath, 1992) (<a href=\"https:\/\/www.youtube.com\/watch?v=DJGErxEqBZU\" rel=\"noopener noreferrer\" target=\"_blank\">xem video<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_va_phan_phoi_day_hay_keo\"><\/span>Qu\u1ea3ng c\u00e1o v\u00e0 ph\u00e2n ph\u1ed1i: \u0111\u1ea9y hay k\u00e9o?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o m\u00e0 kh\u00e1ch kh\u00f4ng t\u00ecm th\u1ea5y h\u00e0ng \u0111\u1ec3 mua th\u00ec g\u1ea7n nh\u01b0 v\u00f4 \u00edch. V\u00ec v\u1eady, k\u1ebf ho\u1ea1ch qu\u1ea3ng c\u00e1o lu\u00f4n ph\u1ea3i \u0111i c\u00f9ng k\u1ebf ho\u1ea1ch ph\u00e2n ph\u1ed1i. C\u00f3 hai chi\u1ebfn l\u01b0\u1ee3c c\u01a1 b\u1ea3n:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th><\/th><th>Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea9y (push)<\/th><th>Chi\u1ebfn l\u01b0\u1ee3c k\u00e9o (pull)<\/th><\/tr><\/thead><tbody><tr><td>H\u01b0\u1edbng t\u1edbi<\/td><td>Nh\u00e0 ph\u00e2n ph\u1ed1i, \u0111\u1ea1i l\u00fd, c\u1eeda h\u00e0ng<\/td><td>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng cu\u1ed1i<\/td><\/tr><tr><td>C\u00f4ng c\u1ee5 ch\u00ednh<\/td><td>Chi\u1ebft kh\u1ea5u, th\u01b0\u1edfng doanh s\u1ed1, b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp<\/td><td>Qu\u1ea3ng c\u00e1o, n\u1ed9i dung s\u1ed1, PR<\/td><\/tr><tr><td>C\u01a1 ch\u1ebf<\/td><td>K\u00eanh &#8220;\u0111\u1ea9y&#8221; h\u00e0ng \u0111\u1ebfn kh\u00e1ch<\/td><td>Kh\u00e1ch h\u1ecfi mua, c\u1eeda h\u00e0ng ph\u1ea3i nh\u1eadp h\u00e0ng<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00ean th\u1ef1c t\u1ebf, h\u1ea7u h\u1ebft th\u01b0\u01a1ng hi\u1ec7u l\u1edbn k\u1ebft h\u1ee3p c\u1ea3 hai. Qu\u1ea3ng c\u00e1o t\u1ea1o l\u1ef1c k\u00e9o; h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i b\u1ea3o \u0111\u1ea3m kh\u00e1ch mua \u0111\u01b0\u1ee3c ngay khi c\u00f3 nhu c\u1ea7u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_Viet_Nam_Vinamilk\"><\/span>V\u00ed d\u1ee5 Vi\u1ec7t Nam: Vinamilk<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ebfn 31\/12\/2022, Vinamilk c\u00f3 h\u01a1n 230.000 \u0111i\u1ec3m b\u00e1n l\u1ebb v\u00e0 kho\u1ea3ng 650 c\u1eeda h\u00e0ng Gi\u1ea5c M\u01a1 S\u1eefa Vi\u1ec7t (Uy\u00ean Ph\u01b0\u01a1ng, 2023). M\u1ea1ng l\u01b0\u1edbi d\u00e0y nh\u01b0 v\u1eady gi\u00fap qu\u1ea3ng c\u00e1o d\u1ec5 chuy\u1ec3n th\u00e0nh \u0111\u01a1n h\u00e0ng, v\u00ec kh\u00e1ch g\u1ea7n nh\u01b0 \u1edf \u0111\u00e2u c\u0169ng mua \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_quoc_te_Coca-Cola\"><\/span>V\u00ed d\u1ee5 qu\u1ed1c t\u1ebf: Coca-Cola<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Robert Woodruff, ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o Coca-Cola nhi\u1ec1u th\u1eadp k\u1ef7, \u0111\u1eb7t m\u1ee5c ti\u00eau \u0111\u1ec3 s\u1ea3n ph\u1ea9m lu\u00f4n &#8220;trong t\u1ea7m tay c\u1ee7a mong mu\u1ed1n&#8221; (within arm&#8217;s reach of desire). \u00d4ng \u0111\u01b0\u1ee3c vinh danh trong Advertising Hall of Fame n\u0103m 1987, v\u00e0 Coca-Cola c\u00f3 m\u1eb7t t\u1ea1i h\u01a1n 155 qu\u1ed1c gia (American Advertising Federation [AAF], n.d.). \u0110\u00e2y l\u00e0 minh h\u1ecda r\u00f5 cho vi\u1ec7c qu\u1ea3ng c\u00e1o v\u00e0 ph\u00e2n ph\u1ed1i ph\u1ea3i \u0111i c\u00f9ng nhau.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quang_cao_trong_chieu_thi_mot_nhac_cu_trong_dan_nhac\"><\/span>Qu\u1ea3ng c\u00e1o trong chi\u00eau th\u1ecb: m\u1ed9t nh\u1ea1c c\u1ee5 trong d\u00e0n nh\u1ea1c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Belch v\u00e0 Belch (2021) chia <a href=\"https:\/\/dykhoa.com\/blog\/4-tru-cot-imc-kliatchko\/\" data-type=\"post\" data-id=\"207\">chi\u00eau th\u1ecb<\/a> (promotion) th\u00e0nh 6 c\u00f4ng c\u1ee5:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Qu\u1ea3ng c\u00e1o (advertising)<\/li>\n\n\n\n<li>Marketing tr\u1ef1c ti\u1ebfp (direct marketing)<\/li>\n\n\n\n<li>Marketing s\u1ed1 v\u00e0 internet (digital\/internet marketing)<\/li>\n\n\n\n<li>Khuy\u1ebfn m\u00e3i (sales promotion)<\/li>\n\n\n\n<li>Quan h\u1ec7 c\u00f4ng ch\u00fang (PR) v\u00e0 publicity<\/li>\n\n\n\n<li>B\u00e1n h\u00e0ng c\u00e1 nh\u00e2n (personal selling)<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Ng\u01b0\u1eddi m\u1edbi v\u00e0o ngh\u1ec1 hay nh\u1ea7m qu\u1ea3ng c\u00e1o v\u1edbi khuy\u1ebfn m\u00e3i ho\u1eb7c PR. B\u1ea3ng d\u01b0\u1edbi \u0111\u00e2y gi\u00fap ph\u00e2n bi\u1ec7t nhanh:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Ti\u00eau ch\u00ed<\/th><th>Qu\u1ea3ng c\u00e1o<\/th><th>Khuy\u1ebfn m\u00e3i<\/th><th>PR<\/th><th>Ph\u00e2n ph\u1ed1i<\/th><\/tr><\/thead><tbody><tr><td>Tr\u1ea3 ti\u1ec1n cho k\u00eanh?<\/td><td>C\u00f3, mua kh\u00f4ng gian\/th\u1eddi l\u01b0\u1ee3ng<\/td><td>C\u00f3, chi cho \u01b0u \u0111\u00e3i<\/td><td>Th\u01b0\u1eddng kh\u00f4ng tr\u1ef1c ti\u1ebfp<\/td><td>Chi cho k\u00eanh, \u0111\u1ea1i l\u00fd<\/td><\/tr><tr><td>Ki\u1ec3m so\u00e1t th\u00f4ng \u0111i\u1ec7p<\/td><td>Cao<\/td><td>Cao<\/td><td>Th\u1ea5p h\u01a1n (b\u00e1o ch\u00ed t\u1ef1 vi\u1ebft)<\/td><td>Kh\u00f4ng ph\u1ea3i c\u00f4ng c\u1ee5 th\u00f4ng \u0111i\u1ec7p<\/td><\/tr><tr><td>T\u00e1c \u0111\u1ed9ng ch\u00ednh<\/td><td>Nh\u1eadn bi\u1ebft, th\u00e1i \u0111\u1ed9, h\u00ecnh \u1ea3nh<\/td><td>H\u00e0nh \u0111\u1ed9ng mua ngay<\/td><td>Uy t\u00edn, ni\u1ec1m tin<\/td><td>Kh\u1ea3 n\u0103ng mua \u0111\u01b0\u1ee3c<\/td><\/tr><tr><td>Th\u1eddi gian hi\u1ec7u qu\u1ea3<\/td><td>Trung v\u00e0 d\u00e0i h\u1ea1n<\/td><td>Ng\u1eafn h\u1ea1n<\/td><td>D\u00e0i h\u1ea1n<\/td><td>Li\u00ean t\u1ee5c<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>B\u1ea3ng do t\u00e1c gi\u1ea3 t\u1ed5ng h\u1ee3p, d\u1ef1a tr\u00ean Belch v\u00e0 Belch (2021) v\u00e0 Kotler v\u00e0 Armstrong (2018). Ranh gi\u1edbi th\u1ef1c t\u1ebf th\u01b0\u1eddng m\u1edd h\u01a1n, nh\u1ea5t l\u00e0 tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_Viet_Nam_Kotex_phoi_hop_nhieu_cong_cu\"><\/span>V\u00ed d\u1ee5 Vi\u1ec7t Nam: Kotex ph\u1ed1i h\u1ee3p nhi\u1ec1u c\u00f4ng c\u1ee5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chi\u1ebfn d\u1ecbch c\u1ee7a Kotex n\u0103m 2023 l\u00e0 v\u00ed d\u1ee5 t\u1ed1t v\u1ec1 c\u00e1ch c\u00e1c c\u00f4ng c\u1ee5 c\u00f9ng ch\u01a1i m\u1ed9t b\u1ea3n nh\u1ea1c (Th\u1ea3o Nguy\u00ean, 2023):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Qu\u1ea3ng c\u00e1o:<\/strong> MV v\u1edbi tlinh v\u00e0 MONO, ph\u00e1t tr\u00ean Facebook, TikTok, CapCut (<a href=\"https:\/\/www.youtube.com\/watch?v=aElFY3ZrP3s\" rel=\"noopener noreferrer\" target=\"_blank\">xem video<\/a>).<\/li>\n\n\n\n<li><strong>PR:<\/strong> b\u00e0i vi\u1ebft tr\u00ean K\u00eanh 14 v\u00e0 Zing.<\/li>\n\n\n\n<li><strong>Khuy\u1ebfn m\u00e3i v\u00e0 b\u00e1n h\u00e0ng:<\/strong> h\u1ed9p qu\u00e0 tr\u00ean Shopee, Lazada; livestream c\u00f9ng L\u00ea D\u01b0\u01a1ng B\u1ea3o L\u00e2m.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">K\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1: 12,5 tri\u1ec7u l\u01b0\u1ee3t xem tr\u00ean YouTube, 50 tri\u1ec7u l\u01b0\u1ee3t xem tr\u00ean TikTok v\u00e0 600 h\u1ed9p qu\u00e0 \u0111\u01b0\u1ee3c b\u00e1n (Th\u1ea3o Nguy\u00ean, 2023). H\u00e3y \u0111\u1ec3 \u00fd kho\u1ea3ng c\u00e1ch gi\u1eefa l\u01b0\u1ee3t xem v\u00e0 \u0111\u01a1n h\u00e0ng: l\u01b0\u1ee3t xem cao kh\u00f4ng t\u1ef1 \u0111\u1ed9ng b\u1eb1ng doanh s\u1ed1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_quoc_te_Spotify_Wrapped\"><\/span>V\u00ed d\u1ee5 qu\u1ed1c t\u1ebf: Spotify Wrapped<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Spotify Wrapped bi\u1ebfn d\u1eef li\u1ec7u nghe nh\u1ea1c c\u1ee7a ch\u00ednh ng\u01b0\u1eddi d\u00f9ng th\u00e0nh n\u1ed9i dung h\u1ecd mu\u1ed1n chia s\u1ebb (<a href=\"https:\/\/www.youtube.com\/watch?v=YlxlsQVLw3E\" rel=\"noopener noreferrer\" target=\"_blank\">xem video<\/a>). N\u0103m 2025, Wrapped thu h\u00fat 200 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng t\u00e1c trong kho\u1ea3ng 24 gi\u1edd \u0111\u1ea7u v\u00e0 500 tri\u1ec7u l\u01b0\u1ee3t chia s\u1ebb (Tencer, 2025). \u1ede \u0111\u00e2y, s\u1ea3n ph\u1ea9m ch\u00ednh l\u00e0 qu\u1ea3ng c\u00e1o: ranh gi\u1edbi gi\u1eefa Product v\u00e0 Promotion g\u1ea7n nh\u01b0 bi\u1ebfn m\u1ea5t.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ngan_han_hay_dai_han_Quy_tac_60_40\"><\/span>Ng\u1eafn h\u1ea1n hay d\u00e0i h\u1ea1n? Quy t\u1eafc 60:40<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e2n t\u00edch c\u00e1c chi\u1ebfn d\u1ecbch trong c\u01a1 s\u1edf d\u1eef li\u1ec7u IPA, Binet v\u00e0 Field (2013) g\u1ee3i \u00fd ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch kho\u1ea3ng 60% cho x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n v\u00e0 40% cho k\u00edch ho\u1ea1t b\u00e1n h\u00e0ng ng\u1eafn h\u1ea1n. C\u1eadp nh\u1eadt sau n\u00e0y c\u1ee7a IPA \u0111\u01b0a ra t\u1ef7 l\u1ec7 trung b\u00ecnh kho\u1ea3ng 62:38 (Hoad, 2023).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ef7 l\u1ec7 n\u00e0y l\u00e0 \u0111i\u1ec3m tham chi\u1ebfu, kh\u00f4ng ph\u1ea3i c\u00f4ng th\u1ee9c c\u1ed1 \u0111\u1ecbnh. N\u00f3 thay \u0111\u1ed5i theo ng\u00e0nh h\u00e0ng, giai \u0111o\u1ea1n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 k\u00eanh b\u00e1n. Th\u00f4ng \u0111i\u1ec7p ch\u00ednh: \u0111\u1eebng d\u1ed3n h\u1ebft ti\u1ec1n v\u00e0o khuy\u1ebfn m\u00e3i ng\u1eafn h\u1ea1n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Thuc_hanh_cham_diem_4P_truoc_khi_viet_brief_quang_cao\"><\/span>Th\u1ef1c h\u00e0nh: ch\u1ea5m \u0111i\u1ec3m 4P tr\u01b0\u1edbc khi vi\u1ebft brief qu\u1ea3ng c\u00e1o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi \u0111\u1ec1 xu\u1ea5t ch\u1ea1y qu\u1ea3ng c\u00e1o cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y th\u1eed 3 b\u01b0\u1edbc sau. B\u1ea1n ch\u1ec9 c\u1ea7n gi\u1ea5y b\u00fat v\u00e0 15 ph\u00fat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 1. Ch\u1ea5m \u0111i\u1ec3m t\u1eebng P t\u1eeb 1 \u0111\u1ebfn 5.<\/strong> M\u1ed7i P tr\u1ea3 l\u1eddi m\u1ed9t c\u00e2u h\u1ecfi:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Product:<\/strong> S\u1ea3n ph\u1ea9m c\u00f3 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t \u0111\u00e1ng n\u00f3i kh\u00f4ng?<\/li>\n\n\n\n<li><strong>Price:<\/strong> Gi\u00e1 c\u00f3 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb kh\u00e1ch c\u1ea3m nh\u1eadn kh\u00f4ng?<\/li>\n\n\n\n<li><strong>Place:<\/strong> Kh\u00e1ch c\u00f3 mua \u0111\u01b0\u1ee3c d\u1ec5 d\u00e0ng ngay khi mu\u1ed1n kh\u00f4ng?<\/li>\n\n\n\n<li><strong>Promotion:<\/strong> Kh\u00e1ch m\u1ee5c ti\u00eau \u0111\u00e3 bi\u1ebft v\u00e0 hi\u1ec3u \u0111\u00fang th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 2. T\u00ecm \u0111i\u1ec3m ngh\u1ebdn.<\/strong> P n\u00e0o d\u01b0\u1edbi 3 \u0111i\u1ec3m l\u00e0 n\u01a1i c\u1ea7n s\u1eeda tr\u01b0\u1edbc. N\u1ebfu \u0111i\u1ec3m ngh\u1ebdn n\u1eb1m \u1edf Product, Price ho\u1eb7c Place, qu\u1ea3ng c\u00e1o th\u00eam ch\u1ec9 l\u00e0m v\u1ea5n \u0111\u1ec1 l\u1ed9 r\u00f5 nhanh h\u01a1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 3. Vi\u1ebft m\u1ed9t c\u00e2u m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o.<\/strong> Ch\u1ec9 khi ba P \u0111\u1ea7u \u1ed5n, h\u00e3y vi\u1ebft: &#8220;Qu\u1ea3ng c\u00e1o nh\u1eb1m [th\u00f4ng tin \/ thuy\u1ebft ph\u1ee5c \/ nh\u1eafc nh\u1edb] [ai] v\u1ec1 [\u0111i\u1ec1u g\u00ec].&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_gia_dinh_xe_banh_mi_Co_Ba\"><\/span>V\u00ed d\u1ee5 gi\u1ea3 \u0111\u1ecbnh: xe b\u00e1nh m\u00ec C\u00f4 Ba<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u0110\u00e2y l\u00e0 t\u00ecnh hu\u1ed1ng gi\u1ea3 \u0111\u1ecbnh \u0111\u1ec3 minh h\u1ecda, kh\u00f4ng ph\u1ea3i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1eadt.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Xe b\u00e1nh m\u00ec C\u00f4 Ba g\u1ea7n tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc mu\u1ed1n ch\u1ea1y qu\u1ea3ng c\u00e1o TikTok. Ch\u1ea5m th\u1eed:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>P<\/th><th>\u0110i\u1ec3m<\/th><th>Nh\u1eadn x\u00e9t<\/th><\/tr><\/thead><tbody><tr><td>Product<\/td><td>5<\/td><td>Pate t\u1ef1 l\u00e0m, b\u00e1nh gi\u00f2n, ai \u0103n c\u0169ng khen<\/td><\/tr><tr><td>Price<\/td><td>4<\/td><td>20.000 \u0111\u1ed3ng, h\u1ee3p t\u00fai sinh vi\u00ean<\/td><\/tr><tr><td>Place<\/td><td>2<\/td><td>Ch\u1ec9 b\u00e1n 6h-9h s\u00e1ng, kh\u00f4ng nh\u1eadn \u0111\u01a1n online<\/td><\/tr><tr><td>Promotion<\/td><td>2<\/td><td>\u00cdt sinh vi\u00ean bi\u1ebft \u0111\u1ebfn<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">K\u1ebft lu\u1eadn: n\u1ebfu ch\u1ea1y TikTok ngay, nhi\u1ec1u b\u1ea1n s\u1ebd t\u00ecm \u0111\u1ebfn l\u00fac 11h tr\u01b0a v\u00e0 th\u1ea5y xe \u0111\u00e3 \u0111\u00f3ng. N\u00ean m\u1edf th\u00eam gi\u1edd b\u00e1n ho\u1eb7c nh\u1eadn \u0111\u01a1n qua \u1ee9ng d\u1ee5ng giao \u0111\u1ed3 \u0103n tr\u01b0\u1edbc. Sau \u0111\u00f3 m\u1edbi qu\u1ea3ng c\u00e1o v\u1edbi m\u1ee5c ti\u00eau: &#8220;Th\u00f4ng tin cho sinh vi\u00ean quanh tr\u01b0\u1eddng v\u1ec1 b\u00e1nh m\u00ec pate t\u1ef1 l\u00e0m gi\u00e1 20.000 \u0111\u1ed3ng, \u0111\u1eb7t \u0111\u01b0\u1ee3c c\u1ea3 ng\u00e0y.&#8221;<\/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<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3ng c\u00e1o n\u1eb1m \u1edf \u0111\u00e2u trong marketing mix?<\/strong><br>\nQu\u1ea3ng c\u00e1o l\u00e0 m\u1ed9t trong 6 c\u00f4ng c\u1ee5 c\u1ee7a chi\u00eau th\u1ecb (Promotion), ch\u1eef P th\u1ee9 t\u01b0 trong m\u00f4 h\u00ecnh 4P (Belch &amp; Belch, 2021; McCarthy, 1960).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3ng c\u00e1o v\u00e0 khuy\u1ebfn m\u00e3i kh\u00e1c nhau th\u1ebf n\u00e0o?<\/strong><br>\nQu\u1ea3ng c\u00e1o ch\u1ee7 y\u1ebfu x\u00e2y d\u1ef1ng nh\u1eadn bi\u1ebft v\u00e0 h\u00ecnh \u1ea3nh, hi\u1ec7u qu\u1ea3 trung v\u00e0 d\u00e0i h\u1ea1n. Khuy\u1ebfn m\u00e3i \u0111\u01b0a ra \u01b0u \u0111\u00e3i \u0111\u1ec3 kh\u00e1ch mua ngay, hi\u1ec7u qu\u1ea3 ng\u1eafn h\u1ea1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u0103ng ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o c\u00f3 ch\u1eafc ch\u1eafn t\u0103ng doanh s\u1ed1 kh\u00f4ng?<\/strong><br>\nKh\u00f4ng ch\u1eafc ch\u1eafn. Trung b\u00ecnh, t\u0103ng 10% ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ch\u1ec9 l\u00e0m doanh s\u1ed1 ng\u1eafn h\u1ea1n t\u0103ng kho\u1ea3ng 1,2%, v\u00e0 m\u1ee9c n\u00e0y kh\u00e1c nhau r\u1ea5t nhi\u1ec1u gi\u1eefa c\u00e1c ng\u00e0nh (Sethuraman et al., 2011).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea9y v\u00e0 k\u00e9o l\u00e0 g\u00ec?<\/strong><br>\nChi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea9y t\u1eadp trung v\u00e0o k\u00eanh ph\u00e2n ph\u1ed1i \u0111\u1ec3 h\u1ecd b\u00e1n h\u00e0ng. Chi\u1ebfn l\u01b0\u1ee3c k\u00e9o d\u00f9ng qu\u1ea3ng c\u00e1o t\u1ea1o nhu c\u1ea7u \u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng, khi\u1ebfn c\u1eeda h\u00e0ng ph\u1ea3i nh\u1eadp h\u00e0ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>N\u00ean chia ng\u00e2n s\u00e1ch gi\u1eefa x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 k\u00edch ho\u1ea1t b\u00e1n h\u00e0ng th\u1ebf n\u00e0o?<\/strong><br>\nNghi\u00ean c\u1ee9u c\u1ee7a IPA g\u1ee3i \u00fd kho\u1ea3ng 60:40 (Binet &amp; Field, 2013), c\u1eadp nh\u1eadt sau l\u00e0 kho\u1ea3ng 62:38 (Hoad, 2023). \u0110\u00e2y l\u00e0 \u0111i\u1ec3m tham chi\u1ebfu, c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh theo ng\u00e0nh v\u00e0 t\u00ecnh hu\u1ed1ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_dieu_can_nho\"><\/span>3 \u0111i\u1ec1u c\u1ea7n nh\u1edb<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Qu\u1ea3ng c\u00e1o khu\u1ebfch \u0111\u1ea1i, kh\u00f4ng s\u1eeda ch\u1eefa.<\/strong> S\u1ea3n ph\u1ea9m, gi\u00e1 v\u00e0 ph\u00e2n ph\u1ed1i ph\u1ea3i \u1ed5n tr\u01b0\u1edbc.<\/li>\n\n\n\n<li><strong>Th\u00f4ng \u0111i\u1ec7p ph\u1ea3i nh\u1ea5t qu\u00e1n v\u1edbi 3P c\u00f2n l\u1ea1i.<\/strong> Qu\u1ea3ng c\u00e1o &#8220;cao c\u1ea5p&#8221; kh\u00f4ng \u0111i c\u00f9ng gi\u1ea3m gi\u00e1 li\u00ean t\u1ee5c.<\/li>\n\n\n\n<li><strong>Qu\u1ea3ng c\u00e1o l\u00e0 m\u1ed9t nh\u1ea1c c\u1ee5, kh\u00f4ng ph\u1ea3i c\u1ea3 d\u00e0n nh\u1ea1c.<\/strong> H\u00e3y ph\u1ed1i h\u1ee3p v\u1edbi PR, khuy\u1ebfn m\u00e3i, b\u00e1n h\u00e0ng v\u00e0 k\u00eanh s\u1ed1.<\/li>\n<\/ol>\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 (<a href=\"https:\/\/dykhoa.com\/blog\/tieng-noi-tren-vnexpress\/\" data-type=\"post\" data-id=\"67\">Dy Khoa<\/a>), 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\">American Advertising Federation. (n.d.). <em>Robert W. Woodruff<\/em>. Advertising Hall of Fame. https:\/\/advertisinghalloffame.org\/inductee\/robert-w-woodruff\/<\/p>\n\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 Education.<\/p>\n\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\n<p class=\"wp-block-paragraph\">Borden, N. H. (1964). The concept of the marketing mix. <em>Journal of Advertising Research, 4<\/em>(2), 2-7. https:\/\/doi.org\/10.1080\/00218499.1964.12519724<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heath, R. (1992). <em>Stella Artois: Reassuringly expensive<\/em>. IPA Effectiveness Awards. WARC. https:\/\/www.warc.com\/content\/article\/stella-artois-reassuringly-expensive\/en-gb\/4422<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoad, A. (2023, September 13). <em>The next chapter for &#8220;The Long and The Short of It&#8221;<\/em>. Institute of Practitioners in Advertising. https:\/\/ipa.co.uk\/knowledge\/ipa-blog\/the-next-chapter-for-the-long-and-the-short-of-it<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00e1nh Vy. (2023, October 5). <em>M\u00e0n &#8220;comeback&#8221; ngo\u1ea1n m\u1ee5c t\u1eeb Biti&#8217;s v\u00e0 h\u00e0nh tr\u00ecnh \u0111\u1ea5u nh\u1eefng g\u00e3 kh\u1ed5ng l\u1ed3 ngay tr\u00ean s\u00e2n nh\u00e0<\/em>. CafeF. https:\/\/cafef.vn\/man-comeback-ngoan-muc-tu-bitis-va-hanh-trinh-dau-nhung-ga-khong-lo-ngay-tren-san-nha-188231004173007124.chn<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kotler, P., &amp; Armstrong, G. (2018). <em>Principles of marketing<\/em> (17th ed.). Pearson.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">McCarthy, E. J. (1960). <em>Basic marketing: A managerial approach<\/em>. Richard D. Irwin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sethuraman, R., Tellis, G. J., &amp; Briesch, R. A. (2011). How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. <em>Journal of Marketing Research, 48<\/em>(3), 457-471. https:\/\/doi.org\/10.1509\/jmkr.48.3.457<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tencer, D. (2025, December 8). <em>Spotify Wrapped campaign hit 200M engaged users in 24 hours &#8211; a 19% YoY increase<\/em>. Music Business Worldwide. https:\/\/www.musicbusinessworldwide.com\/spotify-wrapped-campaign-hit-200m-engaged-users-in-24-hours-a-19-yoy-increase<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u1ea3o Nguy\u00ean. (2023). <em>Kotex &#8211; &#8220;Xui hay vui&#8221; v\u00e0 m\u00e0n ch\u00e0o s\u00e2n truy\u1ec1n th\u00f4ng T\u1ebft l\u1ea7n \u0111\u1ea7u c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u0103ng v\u1ec7 sinh<\/em>. Brands Vietnam. https:\/\/www.brandsvietnam.com\/campaign\/809-kotex-xui-hay-vui-va-man-chao-san-truyen-thong-tet-lan-dau-cua-thuong-hieu-bang-ve-sinh<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thu Th\u1ee7y. (2015, May 20). <em>Vietjet khuy\u1ebfn m\u00e3i v\u00e9 m\u00e1y bay 0 \u0111\u1ed3ng<\/em>. VnBusiness. https:\/\/vnbusiness.vn\/vietjet-khuyen-mai-ve-may-bay-0-dong.html<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uy\u00ean Ph\u01b0\u01a1ng. (2023, January 31). <em>Vinamilk d\u1ef1 ki\u1ebfn tr\u1ea3 c\u1ed5 t\u1ee9c n\u0103m 2022 v\u1edbi t\u1ef7 l\u1ec7 g\u1ea7n 40%<\/em>. T\u1ea1p ch\u00ed Th\u1ecb tr\u01b0\u1eddng T\u00e0i ch\u00ednh Ti\u1ec1n t\u1ec7. https:\/\/thitruongtaichinhtiente.vn\/vinamilk-du-kien-tra-co-tuc-nam-2022-voi-ty-le-gan-40-44145.html<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qu\u1ea3ng c\u00e1o trong marketing mix kh\u00f4ng \u0111\u1ee9ng m\u1ed9t m\u00ecnh. N\u00f3 ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a ch\u1eef &hellip; <a title=\"Qu\u1ea3ng c\u00e1o c\u00f3 c\u1ee9u \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m d\u1edf kh\u00f4ng? Hi\u1ec3u \u0111\u00fang vai tr\u00f2 c\u1ee7a qu\u1ea3ng c\u00e1o trong 4P\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/quang-cao-trong-marketing-mix\/\"><span class=\"screen-reader-text\">Qu\u1ea3ng c\u00e1o c\u00f3 c\u1ee9u \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m d\u1edf kh\u00f4ng? Hi\u1ec3u \u0111\u00fang vai tr\u00f2 c\u1ee7a qu\u1ea3ng c\u00e1o trong 4P<\/span>Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":809,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[390,394,391,127,389,124,393,392],"class_list":["post-808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-4p","tag-chien-luoc-day-va-keo","tag-chieu-thi","tag-imc","tag-marketing-mix","tag-quang-cao","tag-quang-cao-va-khuyen-mai-khac-nhau-the-nao","tag-vai-tro-cua-quang-cao-trong-4p-quang-cao-va-khuyen-mai-khac-nhau-the-nao-chien-luoc-day-va-keo-quy-tac-6040"],"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 trong marketing mix: vai tr\u00f2 trong 4P<\/title>\n<meta name=\"description\" content=\"Qu\u1ea3ng c\u00e1o trong marketing mix kh\u00f4ng \u0111\u1ee9ng m\u1ed9t m\u00ecnh. 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