{"id":827,"date":"2026-10-06T22:53:19","date_gmt":"2026-10-06T15:53:19","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=827"},"modified":"2026-10-06T22:53:23","modified_gmt":"2026-10-06T15:53:23","slug":"chien-luoc-sang-tao-insight-big-idea-thong-diep-tagline","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/chien-luoc-sang-tao-insight-big-idea-thong-diep-tagline\/","title":{"rendered":"Insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline kh\u00e1c nhau th\u1ebf n\u00e0o? 5 b\u01b0\u1edbc x\u00e2y chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o cho ng\u01b0\u1eddi m\u1edbi"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o l\u00e0 chu\u1ed7i 5 quy\u1ebft \u0111\u1ecbnh n\u1ed1i v\u1edbi nhau: n\u00f3i v\u1edbi ai, h\u1ecd th\u1eadt s\u1ef1 ngh\u0129 g\u00ec, \u00fd t\u01b0\u1edfng n\u00e0o ch\u1ea1y xuy\u00ean su\u1ed1t, n\u00f3i \u0111i\u1ec1u g\u00ec v\u00e0 c\u00e2u n\u00e0o \u0111\u1ec3 ng\u01b0\u1eddi ta nh\u1edb. B\u00e0i vi\u1ebft gi\u1ea3i th\u00edch t\u1eebng m\u1eaft x\u00edch (\u0111\u1ed1i t\u01b0\u1ee3ng, insight, big idea, th\u00f4ng \u0111i\u1ec7p, tagline), k\u00e8m v\u00ed d\u1ee5 Dove, Biti&#8217;s Hunter, Viettel, Domino&#8217;s v\u00e0 c\u00e1c nghi\u00ean c\u1ee9u h\u1ecdc thu\u1eadt, cu\u1ed1i b\u00e0i c\u00f3 m\u1eabu 1 trang \u0111\u1ec3 b\u1ea1n t\u1ef1 th\u1ef1c h\u00e0nh.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>D\u00e0nh cho:<\/strong> Sinh vi\u00ean ng\u00e0nh truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o, marketing v\u00e0 ng\u01b0\u1eddi m\u1edbi v\u00e0o ngh\u1ec1.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o l\u00e0 ph\u1ea7n tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi &#8220;n\u00f3i g\u00ec v\u00e0 n\u00f3i th\u1ebf n\u00e0o&#8221; trong m\u1ed9t k\u1ebf ho\u1ea1ch <a href=\"https:\/\/dykhoa.com\/blog\/tag\/chuyen-gia-truyen-thong\/\" data-type=\"post_tag\" data-id=\"22\">truy\u1ec1n th\u00f4ng<\/a>. N\u00f3 kh\u00f4ng ph\u1ea3i m\u1ed9t \u00fd t\u01b0\u1edfng hay \u0111\u1ee9ng ri\u00eang, m\u00e0 l\u00e0 m\u1ed9t chu\u1ed7i quy\u1ebft \u0111\u1ecbnh, quy\u1ebft \u0111\u1ecbnh sau d\u1ef1a tr\u00ean quy\u1ebft \u0111\u1ecbnh tr\u01b0\u1edbc.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>M\u1eaft x\u00edch<\/th><th>C\u00e2u h\u1ecfi ph\u1ea3i tr\u1ea3 l\u1eddi<\/th><th>S\u1ea3n ph\u1ea9m \u0111\u1ea7u ra<\/th><\/tr><\/thead><tbody><tr><td>1. \u0110\u1ed1i t\u01b0\u1ee3ng<\/td><td>N\u00f3i v\u1edbi ai?<\/td><td>Ch\u00e2n dung \u0111\u1ed1i t\u01b0\u1ee3ng<\/td><\/tr><tr><td>2. Insight<\/td><td>H\u1ecd th\u1eadt s\u1ef1 ngh\u0129 g\u00ec?<\/td><td>1 c\u00e2u &#8220;mu\u1ed1n\u2026 nh\u01b0ng\u2026&#8221;<\/td><\/tr><tr><td>3. Big idea<\/td><td>\u00dd t\u01b0\u1edfng n\u00e0o ch\u1ea1y xuy\u00ean su\u1ed1t?<\/td><td>1 c\u00e2u d\u00f9ng \u0111\u01b0\u1ee3c cho m\u1ecdi k\u00eanh<\/td><\/tr><tr><td>4. Th\u00f4ng \u0111i\u1ec7p<\/td><td>N\u00f3i \u0111i\u1ec1u g\u00ec, l\u1ea5y g\u00ec l\u00e0m b\u1eb1ng ch\u1ee9ng?<\/td><td>Th\u00f4ng \u0111i\u1ec7p ch\u00ednh + l\u00fd do \u0111\u1ec3 tin<\/td><\/tr><tr><td>5. Tagline<\/td><td>C\u00e2u n\u00e0o \u0111\u1ec3 nh\u1edb?<\/td><td>1 c\u00e2u ng\u1eafn, r\u00f5, c\u00f3 l\u1ee3i \u00edch<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>B\u1ea3ng t\u1ed5ng h\u1ee3p c\u1ee7a t\u00e1c gi\u1ea3.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu \u0111\u00e3 t\u00ecm hi\u1ec3u v\u1ec1 t\u01b0 duy s\u00e1ng t\u1ea1o, b\u1ea1n bi\u1ebft s\u00e1ng t\u1ea1o c\u1ea7n c\u1ea3 <strong>kh\u00e1c bi\u1ec7t<\/strong> l\u1eabn <strong>li\u00ean quan<\/strong>. V\u1ea5n \u0111\u1ec1 l\u00e0 &#8220;li\u00ean quan&#8221; lu\u00f4n c\u1ea7n m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3: kh\u00f4ng bi\u1ebft ai nghe th\u00ec kh\u00f4ng th\u1ec3 n\u00f3i \u0111i\u1ec1u li\u00ean quan \u0111\u1ebfn h\u1ecd. V\u00ec v\u1eady chu\u1ed7i b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u1ed1i t\u01b0\u1ee3ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 1: \u0110\u1ed1i t\u01b0\u1ee3ng truy\u1ec1n th\u00f4ng c\u1ea7n h\u1eb9p \u0111\u1ebfn \u0111\u00e2u?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">&#8220;Gen Z&#8221; ch\u01b0a ph\u1ea3i l\u00e0 m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f9ng 18-24 tu\u1ed5i nh\u01b0ng m\u1ed9t b\u1ea1n sinh vi\u00ean n\u0103m nh\u1ea5t \u1edf TP.HCM v\u00e0 m\u1ed9t b\u1ea1n \u0111\u00e3 \u0111i l\u00e0m \u1edf \u0110\u00e0 N\u1eb5ng c\u00f3 nhu c\u1ea7u, n\u1ed7i lo v\u00e0 k\u00eanh th\u00f4ng tin r\u1ea5t kh\u00e1c nhau. M\u1ed9t nh\u00f3m tu\u1ed5i ch\u1ec9 l\u00e0 \u0111i\u1ec3m xu\u1ea5t ph\u00e1t. H\u00e3y thu h\u1eb9p qua 4 l\u1edbp:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nh\u00e2n kh\u1ea9u h\u1ecdc:<\/strong> tu\u1ed5i, gi\u1edbi, ngh\u1ec1 nghi\u1ec7p, thu nh\u1eadp.<\/li>\n\n\n\n<li><strong>\u0110\u1ecba l\u00fd:<\/strong> th\u00e0nh ph\u1ed1, khu v\u1ef1c, n\u01a1i h\u1ecdc ho\u1eb7c l\u00e0m vi\u1ec7c.<\/li>\n\n\n\n<li><strong>T\u00e2m l\u00fd:<\/strong> gi\u00e1 tr\u1ecb, l\u1ed1i s\u1ed1ng, n\u1ed7i lo.<\/li>\n\n\n\n<li><strong>H\u00e0nh vi:<\/strong> d\u00f9ng k\u00eanh n\u00e0o, online gi\u1edd n\u00e0o, mua h\u00e0ng ra sao.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Hai l\u1edbp sau (t\u00e2m l\u00fd, h\u00e0nh vi) th\u01b0\u1eddng l\u00e0 n\u01a1i t\u1ea1o ra kh\u00e1c bi\u1ec7t s\u00e1ng t\u1ea1o, v\u00ec \u0111\u00f3 l\u00e0 ch\u1ed7 \u0111\u1ed1i th\u1ee7 \u00edt khi \u0111\u00e0o \u0111\u1ee7 s\u00e2u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">G\u00f3c nh\u00ecn PR: c\u00f4ng ch\u00fang h\u00ecnh th\u00e0nh quanh m\u1ed9t v\u1ea5n \u0111\u1ec1<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00fd thuy\u1ebft t\u00ecnh hu\u1ed1ng v\u1ec1 c\u00f4ng ch\u00fang c\u1ee7a Grunig v\u00e0 Hunt (1984) cho r\u1eb1ng c\u00f4ng ch\u00fang kh\u00f4ng c\u00f3 s\u1eb5n theo tu\u1ed5i hay ngh\u1ec1, m\u00e0 h\u00ecnh th\u00e0nh quanh m\u1ed9t v\u1ea5n \u0111\u1ec1. D\u1ef1a tr\u00ean m\u1ee9c \u0111\u1ed9 nh\u1eadn th\u1ee9c v\u1ea5n \u0111\u1ec1, nh\u1eadn th\u1ee9c r\u00e0o c\u1ea3n v\u00e0 m\u1ee9c \u0111\u1ed9 li\u00ean quan, c\u00f3 th\u1ec3 chia th\u00e0nh 4 nh\u00f3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Kh\u00f4ng ph\u1ea3i c\u00f4ng ch\u00fang:<\/strong> kh\u00f4ng li\u00ean quan \u0111\u1ebfn v\u1ea5n \u0111\u1ec1.<\/li>\n\n\n\n<li><strong>C\u00f4ng ch\u00fang ti\u1ec1m \u1ea9n:<\/strong> c\u00f3 li\u00ean quan nh\u01b0ng ch\u01b0a nh\u1eadn ra.<\/li>\n\n\n\n<li><strong>C\u00f4ng ch\u00fang nh\u1eadn bi\u1ebft:<\/strong> \u0111\u00e3 nh\u1eadn ra v\u1ea5n \u0111\u1ec1.<\/li>\n\n\n\n<li><strong>C\u00f4ng ch\u00fang ch\u1ee7 \u0111\u1ed9ng:<\/strong> \u0111ang t\u00ecm hi\u1ec3u, b\u00e0n lu\u1eadn, h\u00e0nh \u0111\u1ed9ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i nh\u00f3m c\u1ea7n m\u1ee5c ti\u00eau v\u00e0 th\u00f4ng \u0111i\u1ec7p kh\u00e1c nhau. Nh\u00f3m ti\u1ec1m \u1ea9n c\u1ea7n \u0111\u01b0\u1ee3c gi\u00fap &#8220;nh\u1eadn ra v\u1ea5n \u0111\u1ec1&#8221;; nh\u00f3m ch\u1ee7 \u0111\u1ed9ng c\u1ea7n &#8220;l\u00fd do \u0111\u1ec3 tin&#8221; v\u00e0 l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vi\u1ebft \u0111\u1ed1i t\u01b0\u1ee3ng th\u00e0nh m\u1ed9t con ng\u01b0\u1eddi<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1ch ki\u1ec3m tra nhanh: n\u1ebfu b\u1ea1n vi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng th\u00e0nh m\u1ed9t ng\u01b0\u1eddi c\u1ee5 th\u1ec3 (t\u00ean, tu\u1ed5i, cu\u1ed9c s\u1ed1ng, n\u1ed7i lo, k\u00eanh online, l\u00fac n\u00e0o ra quy\u1ebft \u0111\u1ecbnh mua), c\u1ea3 nh\u00f3m s\u1ebd &#8220;n\u00f3i v\u1edbi c\u00f9ng m\u1ed9t ng\u01b0\u1eddi&#8221;. L\u01b0u \u00fd: ch\u00e2n dung n\u00e0y ph\u1ea3i d\u1ef1a tr\u00ean d\u1eef li\u1ec7u (kh\u1ea3o s\u00e1t, b\u00e1o c\u00e1o, l\u1eafng nghe m\u1ea1ng x\u00e3 h\u1ed9i), kh\u00f4ng ph\u1ea3i t\u01b0\u1edfng t\u01b0\u1ee3ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 2: Insight l\u00e0 g\u00ec v\u00e0 kh\u00e1c quan s\u00e1t th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Quan s\u00e1t l\u00e0 &#8220;h\u1ecd l\u00e0m g\u00ec&#8221;, insight l\u00e0 &#8220;v\u00ec sao&#8221;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Quan s\u00e1t:<\/strong> sinh vi\u00ean hay \u0111\u1eb7t \u0111\u1ed3 \u0103n qua \u1ee9ng d\u1ee5ng.<\/li>\n\n\n\n<li><strong>Insight:<\/strong> &#8220;M\u00ecnh mu\u1ed1n \u0103n ngon, nh\u01b0ng l\u01b0\u1eddi x\u1ebfp h\u00e0ng trong gi\u1edd ngh\u1ec9 ng\u1eafn.&#8221;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>V\u00ed d\u1ee5 gi\u1ea3 \u0111\u1ecbnh \u0111\u1ec3 minh h\u1ecda c\u1ea5u tr\u00fac c\u00e2u.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t insight d\u00f9ng \u0111\u01b0\u1ee3c th\u01b0\u1eddng ch\u1ee9a m\u1ed9t <strong>m\u00e2u thu\u1eabn<\/strong>. C\u00f4ng th\u1ee9c \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 luy\u1ec7n: <strong>&#8220;M\u00ecnh mu\u1ed1n ___ nh\u01b0ng ___.&#8221;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00ecm &#8220;\u0111i\u1ec3m ng\u1ecdt&#8221; gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Fortini-Campbell (2001) g\u1ecdi n\u01a1i g\u1eb7p nhau gi\u1eefa s\u1ef1 th\u1eadt v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 th\u1eadt v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 &#8220;sweet spot&#8221; (\u0111i\u1ec3m ng\u1ecdt). Insight hay nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c th\u00ec kh\u00f4ng d\u00f9ng \u0111\u01b0\u1ee3c. Ng\u01b0\u1ee3c l\u1ea1i, \u0111i\u1ec3m m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00e1ch h\u00e0ng kh\u00f4ng quan t\u00e2m th\u00ec c\u0169ng kh\u00f4ng t\u1ea1o ra k\u1ebft n\u1ed1i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5 qu\u1ed1c t\u1ebf: Dove Real Beauty Sketches (2013)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chi\u1ebfn d\u1ecbch do Ogilvy Brasil th\u1ef1c hi\u1ec7n xu\u1ea5t ph\u00e1t t\u1eeb m\u1ed9t d\u1eef ki\u1ec7n: ch\u1ec9 4% ph\u1ee5 n\u1eef cho r\u1eb1ng m\u00ecnh \u0111\u1eb9p. Big idea c\u1ee7a chi\u1ebfn d\u1ecbch l\u00e0 &#8220;B\u1ea1n \u0111\u1eb9p h\u01a1n b\u1ea1n ngh\u0129&#8221;. Video \u0111\u1ea1t 46,4 tri\u1ec7u l\u01b0\u1ee3t xem tr\u00ean YouTube v\u00e0 gi\u00e0nh Titanium Grand Prix t\u1ea1i Cannes Lions 2013 (MediaPost, 2013).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Insight \u1edf \u0111\u00e2y n\u1eb1m \u0111\u00fang &#8220;\u0111i\u1ec3m ng\u1ecdt&#8221;: n\u1ed7i t\u1ef1 ti v\u1ec1 ngo\u1ea1i h\u00ecnh (s\u1ef1 th\u1eadt v\u1ec1 kh\u00e1ch h\u00e0ng) g\u1eb7p \u0111\u1ecbnh v\u1ecb &#8220;v\u1ebb \u0111\u1eb9p th\u1eadt&#8221; m\u00e0 Dove theo \u0111u\u1ed5i (s\u1ef1 th\u1eadt v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5 Vi\u1ec7t Nam: Biti&#8217;s Hunter &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; (T\u1ebft 2017)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chi\u1ebfn d\u1ecbch h\u01b0\u1edbng \u0111\u1ebfn ng\u01b0\u1eddi tr\u1ebb th\u00edch x\u00ea d\u1ecbch, tr\u1ea3i nghi\u1ec7m, v\u1edbi insight \u0111\u01b0\u1ee3c Brands Vietnam t\u00f3m l\u1ea1i: &#8220;C\u00f3 \u0111i m\u1edbi c\u00f3 tr\u1edf v\u1ec1. \u0110i th\u1eadt xa, \u0111\u1ec3 kh\u00e1m ph\u00e1, \u0111\u1ec3 tr\u1ea3i nghi\u1ec7m&#8221; (Lam An, 2018). Thay v\u00ec ch\u1ec9 k\u1ec3 chuy\u1ec7n &#8220;v\u1ec1 nh\u00e0 \u0103n T\u1ebft&#8221;, th\u01b0\u01a1ng hi\u1ec7u gi\u00e0y ch\u1ecdn s\u1edf h\u1eefu c\u1ea3 h\u00e0nh tr\u00ecnh &#8220;\u0111i&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Theo h\u1ed3 s\u01a1 chi\u1ebfn d\u1ecbch tr\u00ean Brands Vietnam, m\u00f9a \u0111\u1ea7u ti\u00ean c\u00f3 2 MV n\u1eb1m trong top th\u1ecbnh h\u00e0nh YouTube 21 ng\u00e0y li\u00ean ti\u1ebfp v\u00e0 \u0111\u1ea1t 300% m\u1ee5c ti\u00eau doanh s\u1ed1 sau 7 ng\u00e0y (Brands Vietnam, n.d.-a).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 3: Big idea l\u00e0 g\u00ec?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">M\u1ed9t \u00fd t\u01b0\u1edfng trung t\u00e2m cho m\u1ecdi k\u00eanh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Big idea l\u00e0 \u00fd t\u01b0\u1edfng trung t\u00e2m n\u1ed1i m\u1ecdi ho\u1ea1t \u0111\u1ed9ng c\u1ee7a chi\u1ebfn d\u1ecbch: TVC, m\u1ea1ng x\u00e3 h\u1ed9i, PR, s\u1ef1 ki\u1ec7n, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi. Ba c\u00e2u h\u1ecfi \u0111\u1ec3 th\u1eed m\u1ed9t big idea:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>C\u00f3 n\u00f3i g\u1ecdn \u0111\u01b0\u1ee3c trong <strong>1 c\u00e2u<\/strong> kh\u00f4ng?<\/li>\n\n\n\n<li>C\u00f3 d\u00f9ng \u0111\u01b0\u1ee3c tr\u00ean <strong>m\u1ecdi k\u00eanh<\/strong> kh\u00f4ng?<\/li>\n\n\n\n<li>C\u00f3 th\u1ec3 <strong>s\u1ed1ng nhi\u1ec1u n\u0103m<\/strong> kh\u00f4ng?<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ba c\u00e2u h\u1ecfi l\u00e0 ph\u00e9p th\u1eed th\u1ef1c h\u00e0nh do t\u00e1c gi\u1ea3 \u0111\u1ec1 xu\u1ea5t, kh\u00f4ng ph\u1ea3i ti\u00eau chu\u1ea9n h\u1ecdc thu\u1eadt c\u1ed1 \u0111\u1ecbnh.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; qua c\u1ea3 ba ph\u00e9p th\u1eed: m\u1ed9t c\u00e2u, d\u00f9ng cho MV, m\u1ea1ng x\u00e3 h\u1ed9i, s\u1ea3n ph\u1ea9m, v\u00e0 k\u00e9o d\u00e0i \u0111\u1ebfn m\u00f9a th\u1ee9 9 v\u00e0o T\u1ebft 2025 (Brands Vietnam, 2025).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4 c\u00e1ch t\u00ecm big idea<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>C\u00e1ch ti\u1ebfp c\u1eadn<\/th><th>C\u00e2u h\u1ecfi tr\u1ecdng t\u00e2m<\/th><th>V\u00ed d\u1ee5 kinh \u0111i\u1ec3n<\/th><\/tr><\/thead><tbody><tr><td>USP (\u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c nh\u1ea5t)<\/td><td>S\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t \u1edf \u0111\u00e2u?<\/td><td>M&amp;M&#8217;s: &#8220;Melts in your mouth, not in your hand&#8221; (Reeves, 1961)<\/td><\/tr><tr><td>H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u<\/td><td>Mu\u1ed1n \u0111\u01b0\u1ee3c nh\u1edb nh\u01b0 th\u1ebf n\u00e0o?<\/td><td>\u00c1o s\u01a1 mi Hathaway v\u1edbi ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng b\u1ecbt m\u1ed9t m\u1eaft (Ogilvy, 1983)<\/td><\/tr><tr><td>K\u1ecbch t\u00ednh s\u1eb5n c\u00f3 (inherent drama)<\/td><td>S\u1ea3n ph\u1ea9m ch\u1ee9a c\u00e2u chuy\u1ec7n n\u00e0o?<\/td><td>Snickers: &#8220;You&#8217;re not you when you&#8217;re hungry&#8221; (AAAA, n.d.)<\/td><\/tr><tr><td>\u0110\u1ecbnh v\u1ecb<\/td><td>Mu\u1ed1n chi\u1ebfm v\u1ecb tr\u00ed n\u00e0o trong t\u00e2m tr\u00ed?<\/td><td>Avis: &#8220;We try harder&#8221; (Ries &amp; Trout, 1981)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>USP<\/strong> theo Reeves (1961) l\u00e0 l\u1eddi \u0111\u1ec1 ngh\u1ecb c\u1ee5 th\u1ec3 m\u00e0 \u0111\u1ed1i th\u1ee7 ch\u01b0a \u0111\u01b0a ra v\u00e0 \u0111\u1ee7 m\u1ea1nh \u0111\u1ec3 k\u00e9o kh\u00e1ch h\u00e0ng. <strong>K\u1ecbch t\u00ednh s\u1eb5n c\u00f3<\/strong> g\u1eafn v\u1edbi phong c\u00e1ch c\u1ee7a Leo Burnett: t\u00ecm k\u1ecbch t\u00ednh v\u1ed1n c\u00f3 trong s\u1ea3n ph\u1ea9m v\u00e0 vi\u1ebft qu\u1ea3ng c\u00e1o t\u1eeb \u0111\u00f3, thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o s\u1ef1 kh\u00e9o l\u00e9o c\u00e2u ch\u1eef (American National Business Hall of Fame, 2001). <strong>\u0110\u1ecbnh v\u1ecb<\/strong> theo Ries v\u00e0 Trout (1981) l\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfm m\u1ed9t ch\u1ed7 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng so v\u1edbi \u0111\u1ed1i th\u1ee7; Avis l\u00e0 v\u00ed d\u1ee5 kinh \u0111i\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u s\u1ed1 2 bi\u1ebfn v\u1ecb tr\u00ed c\u1ee7a m\u00ecnh th\u00e0nh l\u1ee3i th\u1ebf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nhi\u1ec1u chi\u1ebfn d\u1ecbch k\u1ebft h\u1ee3p 2 c\u00e1ch. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1ea1n l\u1eadp lu\u1eadn \u0111\u01b0\u1ee3c v\u00ec sao ch\u1ecdn c\u00e1ch \u0111\u00f3.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 4: Vi\u1ebft th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng th\u1ebf n\u00e0o cho ch\u1eb7t?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">D\u00f9ng &#8220;message house&#8221; \u0111\u1ec3 m\u1ecdi k\u00eanh n\u00f3i c\u00f9ng m\u1ed9t \u00fd<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Message house l\u00e0 c\u00f4ng c\u1ee5 ph\u1ed5 bi\u1ebfn trong PR, c\u00f3 3 t\u1ea7ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u00e1i nh\u00e0, th\u00f4ng \u0111i\u1ec7p ch\u00ednh:<\/strong> 1 c\u00e2u kh\u00e1ch h\u00e0ng c\u1ea7n hi\u1ec3u.<\/li>\n\n\n\n<li><strong>C\u1ed9t nh\u00e0, 2-3 th\u00f4ng \u0111i\u1ec7p ph\u1ee5:<\/strong> c\u00e1c \u00fd \u0111\u1ee1 cho th\u00f4ng \u0111i\u1ec7p ch\u00ednh.<\/li>\n\n\n\n<li><strong>N\u1ec1n nh\u00e0, l\u00fd do \u0111\u1ec3 tin (RTB):<\/strong> s\u1ed1 li\u1ec7u, ch\u1ee9ng nh\u1eadn, tr\u1ea3i nghi\u1ec7m th\u1eadt.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u00f4ng \u0111i\u1ec7p ch\u00ednh kh\u00e1c tagline: th\u00f4ng \u0111i\u1ec7p l\u00e0 &#8220;\u0111i\u1ec1u c\u1ea7n hi\u1ec3u&#8221;, tagline l\u00e0 &#8220;c\u00e2u \u0111\u1ec3 nh\u1edb&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L\u00fd t\u00ednh hay c\u1ea3m t\u00ednh?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u00fd t\u00ednh:<\/strong> t\u00ednh n\u0103ng, gi\u00e1, l\u1ee3i th\u1ebf, tin t\u1ee9c. H\u1ee3p khi s\u1ea3n ph\u1ea9m m\u1edbi, c\u1ea7n so s\u00e1nh, quy\u1ebft \u0111\u1ecbnh mua c\u00f3 nhi\u1ec1u r\u1ee7i ro.<\/li>\n\n\n\n<li><strong>C\u1ea3m t\u00ednh:<\/strong> h\u00e0i h\u01b0\u1edbc, \u1ea5m \u00e1p, t\u1ef1 h\u00e0o, n\u1ed7i s\u1ee3. H\u1ee3p khi x\u00e2y th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n, s\u1ea3n ph\u1ea9m kh\u00f3 kh\u00e1c bi\u1ec7t v\u1ec1 ch\u1ee9c n\u0103ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e2n t\u00edch d\u1eef li\u1ec7u gi\u1ea3i th\u01b0\u1edfng hi\u1ec7u qu\u1ea3 c\u1ee7a Vi\u1ec7n c\u00e1c nh\u00e0 th\u1ef1c h\u00e0nh <a href=\"https:\/\/dykhoa.com\/blog\/quang-cao-sang-tao-co-ban-duoc-hang-hon-khong\/\" data-type=\"post\" data-id=\"755\">qu\u1ea3ng c\u00e1o<\/a> Anh (IPA) cho th\u1ea5y chi\u1ebfn d\u1ecbch c\u1ea3m t\u00ednh t\u1ea1o trung b\u00ecnh 1,7 hi\u1ec7u \u1ee9ng th\u01b0\u01a1ng hi\u1ec7u, so v\u1edbi 1,0 c\u1ee7a chi\u1ebfn d\u1ecbch l\u00fd t\u00ednh (Binet &amp; Field, 2013, d\u1eabn theo Murrell, n.d.). C\u1ea7n \u0111\u1ecdc con s\u1ed1 n\u00e0y th\u1eadn tr\u1ecdng: \u0111\u00e2y l\u00e0 d\u1eef li\u1ec7u t\u1eeb c\u00e1c h\u1ed3 s\u01a1 d\u1ef1 gi\u1ea3i, kh\u00f4ng ph\u1ea3i th\u00ed nghi\u1ec7m. Trong th\u1ef1c t\u1ebf, hai h\u01b0\u1edbng th\u01b0\u1eddng \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p: c\u1ea3m x\u00fac \u0111\u1ec3 nh\u1edb, l\u00fd t\u00ednh l\u00e0m l\u00fd do \u0111\u1ec3 tin.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 quy\u1ebft \u0111\u1ecbnh v\u1ec1 c\u1ea5u tr\u00fac th\u00f4ng \u0111i\u1ec7p<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Belch v\u00e0 Belch (2018) t\u1ed5ng h\u1ee3p nhi\u1ec1u nghi\u00ean c\u1ee9u v\u1ec1 c\u1ea5u tr\u00fac th\u00f4ng \u0111i\u1ec7p thuy\u1ebft ph\u1ee5c. Ba quy\u1ebft \u0111\u1ecbnh \u0111\u00e1ng nh\u1edb nh\u1ea5t cho ng\u01b0\u1eddi m\u1edbi:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Th\u1ee9 t\u1ef1:<\/strong> \u00fd m\u1ea1nh nh\u1ea5t n\u00ean \u0111\u1eb7t \u1edf \u0111\u1ea7u ho\u1eb7c cu\u1ed1i, v\u00ec ng\u01b0\u1eddi nh\u1eadn nh\u1edb ph\u1ea7n \u0111\u1ea7u v\u00e0 ph\u1ea7n cu\u1ed1i t\u1ed1t h\u01a1n ph\u1ea7n gi\u1eefa. V\u1edbi video ng\u1eafn, n\u00eau t\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u00fd ch\u00ednh s\u1edbm, l\u1eb7p l\u1ea1i \u1edf cu\u1ed1i.<\/li>\n\n\n\n<li><strong>K\u1ebft lu\u1eadn:<\/strong> n\u00f3i r\u00f5 k\u1ebft lu\u1eadn gi\u00fap th\u00f4ng \u0111i\u1ec7p d\u1ec5 hi\u1ec3u v\u00e0 ph\u00f9 h\u1ee3p khi c\u1ea7n h\u00e0nh \u0111\u1ed9ng ngay; \u0111\u1ec3 ng\u01b0\u1eddi nh\u1eadn t\u1ef1 r\u00fat ra c\u00f3 th\u1ec3 hi\u1ec7u qu\u1ea3 h\u01a1n v\u1edbi ng\u01b0\u1eddi c\u00f3 hi\u1ec3u bi\u1ebft v\u00e0 quan t\u00e2m cao.<\/li>\n\n\n\n<li><strong>M\u1ed9t m\u1eb7t hay hai m\u1eb7t:<\/strong> th\u00f4ng \u0111i\u1ec7p hai m\u1eb7t (n\u00f3i c\u1ea3 \u0111i\u1ec3m ch\u01b0a t\u1ed1t) t\u0103ng \u0111\u1ed9 tin c\u1eady, \u0111\u1eb7c bi\u1ec7t v\u1edbi ng\u01b0\u1eddi \u0111ang ho\u00e0i nghi.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5: trong chi\u1ebfn d\u1ecbch &#8220;Pizza Turnaround&#8221;, Domino&#8217;s \u0111\u1ec3 CEO th\u1eeba nh\u1eadn nh\u1eefng l\u1eddi ch\u00ea v\u1ec1 v\u1ecb b\u00e1nh trong nh\u00f3m th\u1ea3o lu\u1eadn, r\u1ed3i gi\u1edbi thi\u1ec7u c\u00f4ng th\u1ee9c m\u1edbi. Theo Belch v\u00e0 Belch (2018), chi\u1ebfn d\u1ecbch nh\u1eadn nhi\u1ec1u ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c v\u00e0 doanh s\u1ed1 c\u00f9ng c\u1eeda h\u00e0ng t\u0103ng k\u1ef7 l\u1ee5c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 5: \u0110\u1eb7t tagline: ng\u1eafn c\u00f3 ph\u1ea3i l\u00e0 hay?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Tagline, slogan v\u00e0 headline<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tagline:<\/strong> \u0111i c\u00f9ng logo, \u0111\u1ea1i di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, d\u00f9ng nhi\u1ec1u n\u0103m. V\u00ed d\u1ee5 Biti&#8217;s: &#8220;N\u00e2ng niu b\u00e0n ch\u00e2n Vi\u1ec7t&#8221; (Brands Vietnam, n.d.-b).<\/li>\n\n\n\n<li><strong>Slogan chi\u1ebfn d\u1ecbch:<\/strong> g\u1eafn v\u1edbi m\u1ed9t chi\u1ebfn d\u1ecbch. V\u00ed d\u1ee5 Biti&#8217;s Hunter: &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221;.<\/li>\n\n\n\n<li><strong>Headline:<\/strong> ti\u00eau \u0111\u1ec1 c\u1ee7a m\u1ed9t m\u1eabu qu\u1ea3ng c\u00e1o ho\u1eb7c b\u00e0i \u0111\u0103ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Trong th\u1ef1c t\u1ebf, &#8220;tagline&#8221; v\u00e0 &#8220;slogan&#8221; th\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u00f9ng thay nhau. Khi l\u00e0m b\u00e0i, h\u00e3y ghi r\u00f5 b\u1ea1n \u0111ang \u0111\u1eb7t lo\u1ea1i n\u00e0o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nghi\u00ean c\u1ee9u n\u00f3i g\u00ec v\u1ec1 tagline \u0111\u01b0\u1ee3c y\u00eau th\u00edch?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dass v\u00e0 c\u1ed9ng s\u1ef1 (2014) d\u00f9ng d\u1eef li\u1ec7u kh\u1ea3o s\u00e1t th\u1ef1c \u0111\u1ecba quy m\u00f4 l\u1edbn \u0111\u1ec3 t\u00ecm y\u1ebfu t\u1ed1 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00edch m\u1ed9t slogan. K\u1ebft qu\u1ea3: m\u1ee9c \u0111\u1ed9 \u0111\u01b0\u1ee3c th\u00edch ch\u1ee7 y\u1ebfu \u0111\u1ebfn t\u1eeb <strong>th\u00f4ng \u0111i\u1ec7p r\u00f5 r\u00e0ng, n\u00eau l\u1ee3i \u00edch, c\u00f3 v\u1ea7n v\u00e0 s\u00e1ng t\u1ea1o<\/strong>. Tr\u00e1i v\u1edbi ni\u1ec1m tin ph\u1ed5 bi\u1ebfn trong ng\u00e0nh, <strong>\u0111\u1ed9 ng\u1eafn v\u00e0 nh\u1ea1c hi\u1ec7u kh\u00f4ng c\u00f3 t\u00e1c \u0111\u1ed9ng h\u1ec7 th\u1ed1ng<\/strong>, c\u00f2n chi ti\u00eau cho truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 kh\u00f4ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c slogan \u0111\u01b0\u1ee3c th\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u01b0u \u00fd: nghi\u00ean c\u1ee9u \u0111o m\u1ee9c \u0111\u1ed9 &#8220;\u0111\u01b0\u1ee3c th\u00edch&#8221;, kh\u00e1c v\u1edbi m\u1ee9c \u0111\u1ed9 &#8220;\u0111\u01b0\u1ee3c nh\u1edb&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6 k\u1ef9 thu\u1eadt \u0111\u1eb7t tagline<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">McQuarrie v\u00e0 Mick (1996) chia tu t\u1eeb trong qu\u1ea3ng c\u00e1o th\u00e0nh hai nh\u00f3m: k\u1ef9 thu\u1eadt <strong>h\u00ecnh th\u1ee9c<\/strong> (l\u1eb7p, v\u1ea7n) v\u00e0 k\u1ef9 thu\u1eadt <strong>ngh\u0129a<\/strong> (\u1ea9n d\u1ee5, ch\u01a1i ch\u1eef, ngh\u1ecbch l\u00fd). T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 luy\u1ec7n 6 k\u1ef9 thu\u1eadt:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>K\u1ef9 thu\u1eadt<\/th><th>V\u00ed d\u1ee5<\/th><\/tr><\/thead><tbody><tr><td>1. L\u1eb7p c\u1ea5u tr\u00fac, v\u1ea7n<\/td><td>Prudential: &#8220;Lu\u00f4n lu\u00f4n l\u1eafng nghe, lu\u00f4n lu\u00f4n th\u1ea5u hi\u1ec3u&#8221;<\/td><\/tr><tr><td>2. N\u00eau l\u1ee3i \u00edch<\/td><td>TH true MILK: &#8220;Th\u1eadt s\u1ef1 thi\u00ean nhi\u00ean&#8221;<\/td><\/tr><tr><td>3. G\u1ee3i c\u1ea3m x\u00fac, gi\u00e1 tr\u1ecb<\/td><td>Biti&#8217;s: &#8220;N\u00e2ng niu b\u00e0n ch\u00e2n Vi\u1ec7t&#8221;<\/td><\/tr><tr><td>4. K\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng<\/td><td>Nike: &#8220;Just Do It&#8221;<\/td><\/tr><tr><td>5. \u1ea8n d\u1ee5, ch\u01a1i ch\u1eef<\/td><td>Trung Nguy\u00ean: &#8220;Kh\u01a1i ngu\u1ed3n s\u00e1ng t\u1ea1o&#8221;<\/td><\/tr><tr><td>6. Ngh\u1ecbch l\u00fd, \u0111\u1ed1i l\u1eadp<\/td><td>Biti&#8217;s Hunter: &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>V\u00ed d\u1ee5 slogan theo t\u1ed5ng h\u1ee3p c\u1ee7a Brands Vietnam (n.d.-b); c\u00e1ch x\u1ebfp nh\u00f3m c\u1ee7a t\u00e1c gi\u1ea3.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00ed d\u1ee5 Vi\u1ec7t Nam: Viettel b\u1ecf b\u1edbt 2 ch\u1eef<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb ng\u00e0y 7\/1\/2021, Viettel \u0111\u1ed5i &#8220;H\u00e3y n\u00f3i theo c\u00e1ch c\u1ee7a b\u1ea1n&#8221; th\u00e0nh &#8220;Theo c\u00e1ch c\u1ee7a b\u1ea1n&#8221;, g\u1eafn v\u1edbi vi\u1ec7c chuy\u1ec3n t\u1eeb nh\u00e0 m\u1ea1ng vi\u1ec5n th\u00f4ng sang nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 s\u1ed1 (VnExpress, 2021). B\u00e0i h\u1ecdc: tagline \u0111\u1ed5i khi <strong>\u0111\u1ecbnh v\u1ecb<\/strong> \u0111\u1ed5i, kh\u00f4ng ph\u1ea3i v\u00ec &#8220;ch\u00e1n ch\u1eef&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u1ed9 l\u1ecdc 6 c\u00e2u h\u1ecfi tr\u01b0\u1edbc khi ch\u1ed1t tagline<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u0110\u1ecdc m\u1ed9t l\u1ea7n l\u00e0 hi\u1ec3u?<\/li>\n\n\n\n<li>C\u00f3 l\u1ee3i \u00edch ho\u1eb7c gi\u00e1 tr\u1ecb r\u00f5?<\/li>\n\n\n\n<li>C\u00f3 nh\u1ecbp, c\u00f3 v\u1ea7n, d\u1ec5 \u0111\u1ecdc to?<\/li>\n\n\n\n<li>C\u00f3 \u0111i\u1ec3m b\u1ea5t ng\u1edd, kh\u00f4ng s\u00e1o r\u1ed7ng?<\/li>\n\n\n\n<li>G\u1eafn \u0111\u01b0\u1ee3c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, kh\u00f4ng ph\u1ea3i ai c\u0169ng d\u00f9ng \u0111\u01b0\u1ee3c?<\/li>\n\n\n\n<li>\u0110\u00fang s\u1ef1 th\u1eadt, kh\u00f4ng tr\u00f9ng nh\u00e3n kh\u00e1c, kh\u00f4ng ph\u1ea3n c\u1ea3m?<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><em>4 c\u00e2u \u0111\u1ea7u d\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 c\u1ee7a Dass v\u00e0 c\u1ed9ng s\u1ef1 (2014); 2 c\u00e2u cu\u1ed1i l\u00e0 y\u00eau c\u1ea7u ngh\u1ec1 nghi\u1ec7p v\u00e0 ph\u00e1p l\u00fd.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u1ef1 luy\u1ec7n: m\u1eabu 1 trang chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n \u0111ang t\u00ecm hi\u1ec3u v\u00e0 \u0111i\u1ec1n 5 \u00f4:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>\u00d4<\/th><th>\u0110i\u1ec1n g\u00ec<\/th><\/tr><\/thead><tbody><tr><td>1. \u0110\u1ed1i t\u01b0\u1ee3ng<\/td><td>Ai? S\u1ed1ng th\u1ebf n\u00e0o? Online \u1edf \u0111\u00e2u?<\/td><\/tr><tr><td>2. Insight<\/td><td>&#8220;Mu\u1ed1n ___ nh\u01b0ng ___&#8221;<\/td><\/tr><tr><td>3. Big idea<\/td><td>1 c\u00e2u + c\u00e1ch ti\u1ebfp c\u1eadn (USP, h\u00ecnh \u1ea3nh, k\u1ecbch t\u00ednh, \u0111\u1ecbnh v\u1ecb)<\/td><\/tr><tr><td>4. Th\u00f4ng \u0111i\u1ec7p + RTB<\/td><td>\u0110i\u1ec1u c\u1ea7n hi\u1ec3u + b\u1eb1ng ch\u1ee9ng<\/td><\/tr><tr><td>5. Tagline<\/td><td>3 ph\u01b0\u01a1ng \u00e1n, qua b\u1ed9 l\u1ecdc 6 c\u00e2u h\u1ecfi, ch\u1ed1t 1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ecdi d\u1eef ki\u1ec7n v\u1ec1 doanh nghi\u1ec7p c\u1ea7n ghi ngu\u1ed3n. Kh\u00f4ng t\u00ecm \u0111\u01b0\u1ee3c th\u00ec ghi &#8220;ch\u01b0a t\u00ecm th\u1ea5y&#8221;, kh\u00f4ng t\u1ef1 b\u1ecba.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Insight v\u00e0 big idea kh\u00e1c nhau th\u1ebf n\u00e0o?<\/strong><br>\nInsight l\u00e0 s\u1ef1 th\u1eadt v\u1ec1 kh\u00e1ch h\u00e0ng (th\u01b0\u1eddng c\u00f3 m\u00e2u thu\u1eabn). Big idea l\u00e0 \u00fd t\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 tr\u1ea3 l\u1eddi insight \u0111\u00f3, \u0111\u1ee7 r\u1ed9ng \u0111\u1ec3 ch\u1ea1y tr\u00ean m\u1ecdi k\u00eanh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Th\u00f4ng \u0111i\u1ec7p ch\u00ednh v\u00e0 tagline c\u00f3 ph\u1ea3i l\u00e0 m\u1ed9t?<\/strong><br>\nKh\u00f4ng. Th\u00f4ng \u0111i\u1ec7p ch\u00ednh l\u00e0 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng c\u1ea7n hi\u1ec3u, c\u00f3 th\u1ec3 d\u00e0i h\u01a1n v\u00e0 c\u1ea7n b\u1eb1ng ch\u1ee9ng. Tagline l\u00e0 c\u00e2u ng\u1eafn \u0111\u1ec3 nh\u1edb, th\u01b0\u1eddng th\u1ec3 hi\u1ec7n tinh th\u1ea7n c\u1ee7a th\u00f4ng \u0111i\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tagline c\u00e0ng ng\u1eafn c\u00e0ng t\u1ed1t?<\/strong><br>\nCh\u01b0a ch\u1eafc. Theo Dass v\u00e0 c\u1ed9ng s\u1ef1 (2014), \u0111\u1ed9 ng\u1eafn kh\u00f4ng c\u00f3 t\u00e1c \u0111\u1ed9ng h\u1ec7 th\u1ed1ng \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 \u0111\u01b0\u1ee3c th\u00edch; r\u00f5 \u00fd, n\u00eau l\u1ee3i \u00edch, c\u00f3 v\u1ea7n v\u00e0 s\u00e1ng t\u1ea1o m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>N\u00ean ch\u1ecdn qu\u1ea3ng c\u00e1o l\u00fd t\u00ednh hay c\u1ea3m t\u00ednh?<\/strong><br>\nT\u00f9y m\u1ee5c ti\u00eau v\u00e0 s\u1ea3n ph\u1ea9m. C\u1ea3m t\u00ednh th\u01b0\u1eddng m\u1ea1nh cho x\u00e2y th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n; l\u00fd t\u00ednh c\u1ea7n khi kh\u00e1ch ph\u1ea3i so s\u00e1nh, c\u00e2n nh\u1eafc. Ph\u1ea7n l\u1edbn chi\u1ebfn d\u1ecbch t\u1ed1t k\u1ebft h\u1ee3p c\u1ea3 hai.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 \u0111i\u1ec1u c\u1ea7n nh\u1edb<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o l\u00e0 m\u1ed9t chu\u1ed7i:<\/strong> \u0111\u1ed1i t\u01b0\u1ee3ng, insight, big idea, th\u00f4ng \u0111i\u1ec7p, tagline. Sai m\u1eaft x\u00edch \u0111\u1ea7u th\u00ec c\u1ea3 chu\u1ed7i &#8220;\u0111\u1eb9p m\u00e0 tr\u1eadt&#8221;.<\/li>\n\n\n\n<li><strong>Insight c\u1ea7n m\u00e2u thu\u1eabn v\u00e0 c\u1ea7n g\u1eb7p th\u01b0\u01a1ng hi\u1ec7u:<\/strong> &#8220;mu\u1ed1n ___ nh\u01b0ng ___&#8221;, n\u1eb1m \u1edf \u0111i\u1ec3m ng\u1ecdt.<\/li>\n\n\n\n<li><strong>Tagline hay l\u00e0 tagline r\u00f5, c\u00f3 l\u1ee3i \u00edch, c\u00f3 nh\u1ecbp v\u00e0 s\u00e1ng t\u1ea1o,<\/strong> kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 tagline ng\u1eafn nh\u1ea5t.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (Dy Khoa), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AAAA. (n.d.). <em>Snickers resolves hunger-induced identity crisis<\/em>. https:\/\/www.aaaa.org\/blog\/timeline-event\/snickers-resolves-hunger-induced-identity-crisis<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">American National Business Hall of Fame. (2001). <em>Leo Burnett<\/em>. https:\/\/anbhf.org\/PDFs\/lburnett.pdf<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Belch, G. E., &amp; Belch, M. A. (2018). <em>Advertising and promotion: An integrated marketing communications perspective<\/em> (11th 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\">Brands Vietnam. (n.d.-a). <em>Biti&#8217;s \u2013 \u0110i \u0111\u1ec3 tr\u1edf v\u1ec1<\/em> [H\u1ed3 s\u01a1 chi\u1ebfn d\u1ecbch]. https:\/\/www.brandsvietnam.com\/campaign\/209-Biti-s-Di-de-tro-ve<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands Vietnam. (n.d.-b). <em>T\u1ed5ng h\u1ee3p nh\u1eefng c\u00e2u slogan theo t\u1eebng l\u0129nh v\u1ef1c, ng\u00e0nh ngh\u1ec1 \u1ea5n t\u01b0\u1ee3ng nh\u1ea5t<\/em>. https:\/\/www.brandsvietnam.com\/congdong\/topic\/25399-tong-hop-nhung-cau-slogan-theo-tung-linh-vuc-nganh-nghe-an-tuong-nhat<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands Vietnam. (2025, January 2). <em>MV T\u1ebft 2025 Biti&#8217;s Hunter: Em \u01a1i, anh nh\u1edb nh\u00e0 (\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1 9) &#8211; SOOBIN<\/em>. https:\/\/www.brandsvietnam.com\/work\/mv-tet-2025-bitis-hunter-em-oi-anh-nho-nha-di-de-tro-ve-9-soobin\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dass, M., Kohli, C., Kumar, P., &amp; Thomas, S. (2014). A study of the antecedents of slogan liking. <em>Journal of Business Research, 67<\/em>(12), 2504-2511. https:\/\/doi.org\/10.1016\/j.jbusres.2014.05.004<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fortini-Campbell, L. (2001). <em>Hitting the sweet spot: How consumer insights can inspire better marketing and advertising<\/em>. The Copy Workshop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Grunig, J. E., &amp; Hunt, T. (1984). <em>Managing public relations<\/em>. Holt, Rinehart and Winston.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lam An. (2018, February 7). <em>The Brief #2: Biti&#8217;s Hunter &#8211; \u0110i \u0111\u1ec3 tr\u1edf v\u1ec1<\/em>. Brands Vietnam. https:\/\/www.brandsvietnam.com\/14695-the-brief-2-biti-s-hunter-di-de-tro-ve<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">McQuarrie, E. F., &amp; Mick, D. G. (1996). Figures of rhetoric in advertising language. <em>Journal of Consumer Research, 22<\/em>(4), 424-438. https:\/\/doi.org\/10.1086\/209459<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MediaPost. (2013). <em>Unilever&#8217;s Dove &#8220;Beauty&#8221; wins Cannes&#8217; Titanium Grand Prix<\/em>. https:\/\/www.mediapost.com\/publications\/article\/203151\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Murrell, A. (n.d.). <em>Thinking rationally about emotion<\/em>. https:\/\/www.alexmurrell.co.uk\/articles\/thinking-rationally-about-emotion<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ogilvy, D. (1983). <em>Ogilvy on advertising<\/em>. Crown.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reeves, R. (1961). <em>Reality in advertising<\/em>. Alfred A. Knopf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ries, A., &amp; Trout, J. (1981). <em>Positioning: The battle for your mind<\/em>. McGraw-Hill.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">VnExpress. (2021, January 7). <em>Viettel thay &#8220;\u00e1o&#8221; m\u1edbi<\/em>. https:\/\/vnexpress.net\/viettel-thay-ao-moi-4217782.html<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o l\u00e0 chu\u1ed7i 5 quy\u1ebft \u0111\u1ecbnh n\u1ed1i v\u1edbi nhau: n\u00f3i v\u1edbi ai, h\u1ecd &hellip; <a title=\"Insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline kh\u00e1c nhau th\u1ebf n\u00e0o? 5 b\u01b0\u1edbc x\u00e2y chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o cho ng\u01b0\u1eddi m\u1edbi\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/chien-luoc-sang-tao-insight-big-idea-thong-diep-tagline\/\"><span class=\"screen-reader-text\">Insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline kh\u00e1c nhau th\u1ebf n\u00e0o? 5 b\u01b0\u1edbc x\u00e2y chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o cho ng\u01b0\u1eddi m\u1edbi<\/span>\u0110\u1ecdc ti\u1ebfp<\/a><\/p>\n","protected":false},"author":1,"featured_media":828,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[404,403,405],"class_list":["post-827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-chien-luoc-quang-cao","tag-chien-luoc-sang-tao","tag-lap-ke-hoach-truyen-thong"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o: Insight, big idea v\u00e0 tagline kh\u00e1c nhau ra sao?<\/title>\n<meta name=\"description\" content=\"Insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline l\u00e0 4 m\u1eaft x\u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o. 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