{"id":854,"date":"2026-10-08T18:12:46","date_gmt":"2026-10-08T11:12:46","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=854"},"modified":"2026-10-08T18:19:24","modified_gmt":"2026-10-08T11:19:24","slug":"imc-la-gi-truyen-thong-marketing-tich-hop","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/imc-la-gi-truyen-thong-marketing-tich-hop\/","title":{"rendered":"IMC l\u00e0 g\u00ec: V\u00ec sao doanh nghi\u1ec7p c\u1ea7n ph\u1ed1i h\u1ee3p m\u1ecdi \u0111i\u1ec3m ch\u1ea1m truy\u1ec1n th\u00f4ng?"},"content":{"rendered":"<p>Trong m\u00f4i tr\u01b0\u1eddng truy\u1ec1n th\u00f4ng s\u1ed1 ph\u00e2n m\u1ea3nh, m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y qu\u1ea3ng c\u00e1o tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, \u0111\u1ecdc m\u1ed9t b\u00e0i \u0111\u00e1nh gi\u00e1 tr\u00ean b\u00e1o \u0111i\u1ec7n t\u1eed, nh\u1eadn email khuy\u1ebfn m\u00e3i v\u00e0 b\u01b0\u1edbc v\u00e0o c\u1eeda h\u00e0ng tr\u1ea3i nghi\u1ec7m trong c\u00f9ng m\u1ed9t tu\u1ea7n. N\u1ebfu m\u1ed7i k\u00eanh truy\u1ec1n t\u1ea3i m\u1ed9t phong c\u00e1ch, m\u1ed9t th\u00f4ng \u0111i\u1ec7p v\u00e0 cam k\u1ebft gi\u00e1 tr\u1ecb r\u1eddi r\u1ea1c, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u1ea1o ra s\u1ef1 b\u1ed1i r\u1ed1i v\u00e0 l\u00e0m gi\u1ea3m hi\u1ec7u qu\u1ea3 chi ti\u00eau marketing. \u0110\u1ec3 gi\u1ea3i quy\u1ebft th\u00e1ch th\u1ee9c n\u00e0y, m\u00f4 h\u00ecnh <strong>truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (Integrated Marketing Communications &#8211; <a href=\"https:\/\/dykhoa.com\/blog\/courses\/tong-quan-imc\/\">IMC<\/a>)<\/strong> ra \u0111\u1eddi.<\/p>\n<h2>IMC l\u00e0 g\u00ec v\u00e0 kh\u00e1c g\u00ec so v\u1edbi truy\u1ec1n th\u00f4ng truy\u1ec1n th\u1ed1ng?<\/h2>\n<p>IMC l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a <strong>Integrated Marketing Communications<\/strong>, ti\u1ebfng Vi\u1ec7t th\u01b0\u1eddng g\u1ecdi l\u00e0 <strong>Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p<\/strong>.<\/p>\n<p>V\u1ec1 b\u1ea3n ch\u1ea5t h\u1ecdc thu\u1eadt, Jerry <a href=\"https:\/\/dykhoa.com\/blog\/4-tru-cot-imc-kliatchko\/\">Kliatchko<\/a> (2008) \u0111\u1ecbnh ngh\u0129a IMC l\u00e0 m\u1ed9t ti\u1ebfn tr\u00ecnh kinh doanh mang t\u00ednh chi\u1ebfn l\u01b0\u1ee3c, qua \u0111\u00f3 t\u1ed5 ch\u1ee9c li\u00ean k\u1ebft c\u00e1c n\u1ed7 l\u1ef1c truy\u1ec1n th\u00f4ng v\u1edbi m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u00ecnh nh\u1eb1m t\u01b0\u01a1ng t\u00e1c v\u1edbi c\u00e1c b\u00ean li\u00ean quan tr\u00ean nhi\u1ec1u k\u00eanh ti\u1ebfp x\u00fac, b\u1eb1ng vi\u1ec7c s\u1eed d\u1ee5ng n\u1ed9i dung nh\u1ea5t qu\u00e1n v\u00e0 ph\u00f9 h\u1ee3p \u0111\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c.<\/p>\n<p>Kh\u00e1c v\u1edbi m\u00f4 h\u00ecnh marketing truy\u1ec1n th\u1ed1ng v\u1ed1n v\u1eadn h\u00e0nh theo t\u1eebng ph\u00f2ng ban \u0111\u1ed9c l\u1eadp (siloed marketing) &#8211; n\u01a1i \u0111\u1ed9i qu\u1ea3ng c\u00e1o, \u0111\u1ed9i PR, \u0111\u1ed9i s\u1ef1 ki\u1ec7n v\u00e0 \u0111\u1ed9i k\u1ef9 thu\u1eadt s\u1ed1 ho\u1ea1t \u0111\u1ed9ng ri\u00eang r\u1ebd &#8211; IMC ti\u1ebfp c\u1eadn chi\u1ebfn d\u1ecbch t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a c\u00f4ng ch\u00fang nh\u1eadn tin:<\/p>\n<ul>\n<li><strong>L\u1ea5y c\u00f4ng ch\u00fang l\u00e0m trung t\u00e2m:<\/strong> Kh\u00f4ng xu\u1ea5t ph\u00e1t t\u1eeb c\u00e2u h\u1ecfi &#8220;doanh nghi\u1ec7p c\u00f3 c\u00f4ng c\u1ee5 g\u00ec \u0111\u1ec3 n\u00f3i&#8221;, m\u00e0 b\u1eaft \u0111\u1ea7u t\u1eeb &#8220;c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau \u0111ang \u1edf \u0111\u00e2u v\u00e0 ti\u1ebfp nh\u1eadn th\u00f4ng tin nh\u01b0 th\u1ebf n\u00e0o&#8221; (Kitchen et al., 2004).<\/li>\n<li><strong>T\u00ednh nh\u1ea5t qu\u00e1n chi\u1ebfn l\u01b0\u1ee3c:<\/strong> M\u1ecdi \u0111i\u1ec3m ch\u1ea1m (touchpoint) d\u00f9 l\u00e0 bao b\u00ec s\u1ea3n ph\u1ea9m, b\u00e0i th\u00f4ng c\u00e1o b\u00e1o ch\u00ed, video ng\u1eafn tr\u00ean TikTok hay phong th\u00e1i nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng \u0111\u1ec1u ph\u1ea3i ph\u1ea3n \u00e1nh chung m\u1ed9t c\u00e1 t\u00ednh v\u00e0 l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<li><strong>T\u1eadp trung v\u00e0o hi\u1ec7u qu\u1ea3 t\u1ed5ng h\u1ee3p:<\/strong> S\u1ee9c m\u1ea1nh c\u1ee7a IMC \u0111\u1ebfn t\u1eeb hi\u1ec7u \u1ee9ng c\u1ed9ng h\u01b0\u1edfng (synergy). M\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c nh\u1eafc l\u1ea1i c\u00f3 ch\u1ee7 \u0111\u00edch qua nhi\u1ec1u k\u00eanh kh\u00e1c nhau s\u1ebd kh\u1eafc s\u00e2u v\u00e0o nh\u1eadn th\u1ee9c t\u1ed1t h\u01a1n nhi\u1ec1u l\u1ea7n so v\u1edbi vi\u1ec7c d\u1ed3n to\u00e0n b\u1ed9 ng\u00e2n s\u00e1ch v\u00e0o m\u1ed9t k\u00eanh duy nh\u1ea5t.<\/li>\n<\/ul>\n<h2>4 tr\u1ee5 c\u1ed9t c\u1ed1t l\u00f5i c\u1ee7a m\u00f4 h\u00ecnh IMC theo Kliatchko<\/h2>\n<p>\u0110\u1ec3 bi\u1ebfn IMC t\u1eeb m\u1ed9t kh\u00e1i ni\u1ec7m l\u00fd thuy\u1ebft th\u00e0nh quy tr\u00ecnh th\u1ef1c h\u00e0nh c\u1ee5 th\u1ec3, Jerry Kliatchko (2008) \u0111\u00e3 h\u1ec7 th\u1ed1ng ho\u00e1 m\u00f4 h\u00ecnh n\u00e0y th\u00e0nh 4 tr\u1ee5 c\u1ed9t (four pillars):<\/p>\n<ol>\n<li><strong>C\u00e1c b\u00ean li\u00ean quan (Stakeholders):<\/strong> IMC kh\u00f4ng ch\u1ec9 nh\u1eafm v\u00e0o kh\u00e1ch h\u00e0ng mua h\u00e0ng tr\u1ef1c ti\u1ebfp. Doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e2n t\u1ea7ng to\u00e0n b\u1ed9 c\u00e1c nh\u00f3m c\u00f4ng ch\u00fang li\u00ean quan: kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, nh\u00e2n vi\u00ean n\u1ed9i b\u1ed9, \u0111\u1ed1i t\u00e1c ph\u00e2n ph\u1ed1i, gi\u1edbi truy\u1ec1n th\u00f4ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng.<\/li>\n<li><strong>N\u1ed9i dung (Content):<\/strong> N\u1ed9i dung trong IMC kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 c\u00e2u t\u1eeb qu\u1ea3ng c\u00e1o (copywriting). \u0110\u00f3 l\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i, gi\u00e1 tr\u1ecb \u0111\u1ec1 xu\u1ea5t v\u00e0 c\u1ea3m x\u00fac \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf ph\u00f9 h\u1ee3p v\u1edbi ng\u1eef c\u1ea3nh t\u1eebng k\u00eanh nh\u01b0ng v\u1eabn b\u1ea3o \u0111\u1ea3m t\u00ednh \u0111\u1ed3ng nh\u1ea5t v\u1ec1 \u0111\u1ecbnh v\u1ecb.<\/li>\n<li><strong>K\u00eanh ti\u1ebfp x\u00fac (Channels):<\/strong> Doanh nghi\u1ec7p c\u1ea7n ph\u1ed1i h\u1ee3p linh ho\u1ea1t h\u1ec7 th\u1ed1ng k\u00eanh theo m\u00f4 h\u00ecnh POEM: k\u00eanh tr\u1ea3 ph\u00ed (Paid media nh\u01b0 qu\u1ea3ng c\u00e1o), k\u00eanh s\u1edf h\u1eefu (Owned media nh\u01b0 website, fanpage), v\u00e0 k\u00eanh lan to\u1ea3 (Earned media nh\u01b0 b\u00e1o ch\u00ed, truy\u1ec1n mi\u1ec7ng). M\u1ecdi k\u00eanh ti\u1ebfp x\u00fac \u0111\u1ec1u l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i truy\u1ec1n th\u00f4ng.<\/li>\n<li><strong>K\u1ebft qu\u1ea3 \u0111o l\u01b0\u1eddng (Results):<\/strong> M\u1ecdi ho\u1ea1t \u0111\u1ed9ng IMC \u0111\u1ec1u ph\u1ea3i truy xu\u1ea5t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 th\u1ef1c t\u1ebf. \u0110o l\u01b0\u1eddng trong IMC kh\u00f4ng d\u1eebng \u1edf c\u00e1c ch\u1ec9 s\u1ed1 b\u1ec1 n\u1ed5i (l\u01b0\u1ee3t xem, l\u01b0\u1ee3t th\u00edch), m\u00e0 ph\u1ea3i \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c s\u1ef1 thay \u0111\u1ed5i v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee5 th\u1ec3 (doanh s\u1ed1, t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, l\u00f2ng trung th\u00e0nh).<\/li>\n<\/ol>\n<h2>C\u00e1c c\u00f4ng c\u1ee5 ch\u00ednh trong ph\u1ed1i h\u1ee3p IMC (Promotional Mix)<\/h2>\n<p>M\u1ed9t chi\u1ebfn d\u1ecbch IMC ho\u00e0n ch\u1ec9nh th\u01b0\u1eddng ph\u1ed1i h\u1ee3p nh\u1ecbp nh\u00e0ng c\u00e1c nh\u00f3m c\u00f4ng c\u1ee5 sau:<\/p>\n<ul>\n<li><strong>Qu\u1ea3ng c\u00e1o (Advertising):<\/strong> X\u00e2y d\u1ef1ng \u0111\u1ed9 nh\u1eadn bi\u1ebft ban \u0111\u1ea7u tr\u00ean di\u1ec7n r\u1ed9ng th\u00f4ng qua c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang ho\u1eb7c qu\u1ea3ng c\u00e1o s\u1ed1 c\u00f3 m\u1ee5c ti\u00eau.<\/li>\n<li><strong>Quan h\u1ec7 c\u00f4ng ch\u00fang (Public Relations):<\/strong> T\u1ea1o d\u1ef1ng uy t\u00edn, ni\u1ec1m tin v\u00e0 s\u1ef1 \u0111\u00f3n nh\u1eadn th\u00f4ng qua b\u00ean th\u1ee9 ba kh\u00e1ch quan (b\u00e1o ch\u00ed chuy\u00ean ng\u00e0nh, s\u1ef1 ki\u1ec7n c\u1ed9ng \u0111\u1ed3ng, qu\u1ea3n tr\u1ecb uy t\u00edn).<\/li>\n<li><strong>Ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i (Digital &amp; Social Media):<\/strong> Nu\u00f4i d\u01b0\u1ee1ng t\u01b0\u01a1ng t\u00e1c hai chi\u1ec1u, c\u00e1 nh\u00e2n ho\u00e1 th\u00f4ng \u0111i\u1ec7p v\u00e0 d\u1eabn d\u1eaft ng\u01b0\u1eddi d\u00f9ng qua t\u1eebng t\u1ea7ng ph\u1ec5u chuy\u1ec3n \u0111\u1ed5i.<\/li>\n<li><strong>X\u00fac ti\u1ebfn b\u00e1n h\u00e0ng (Sales Promotion):<\/strong> T\u1ea1o \u0111\u1ed9ng l\u1ef1c h\u00e0nh \u0111\u1ed9ng t\u1ee9c th\u00ec trong ng\u1eafn h\u1ea1n b\u1eb1ng \u01b0u \u0111\u00e3i, qu\u00e0 t\u1eb7ng, ch\u01b0\u01a1ng tr\u00ecnh tr\u1ea3i nghi\u1ec7m.<\/li>\n<li><strong>Ti\u1ebfp th\u1ecb tr\u1ef1c ti\u1ebfp v\u00e0 b\u00e1n h\u00e0ng c\u00e1 nh\u00e2n (Direct &amp; Personal Selling):<\/strong> Ch\u0103m s\u00f3c chuy\u00ean s\u00e2u t\u1ea1i c\u00e1c \u0111i\u1ec3m b\u00e1n ho\u1eb7c qua k\u00eanh email marketing, CRM.<\/li>\n<\/ul>\n<h2>Nh\u1eefng sai l\u1ea7m th\u01b0\u1eddng g\u1eb7p khi tri\u1ec3n khai IMC<\/h2>\n<ul>\n<li><strong>\u0110\u00e1nh \u0111\u1ed3ng &#8220;\u0111a k\u00eanh&#8221; (Multi-channel) v\u1edbi &#8220;t\u00edch h\u1ee3p&#8221; (Integrated):<\/strong> \u0110\u0103ng t\u1ea3i c\u00f9ng m\u1ed9t h\u00ecnh \u1ea3nh, c\u00f9ng m\u1ed9t \u0111o\u1ea1n v\u0103n b\u1ea3n l\u00ean m\u1ecdi n\u1ec1n t\u1ea3ng kh\u00f4ng ph\u1ea3i l\u00e0 IMC. \u0110\u00f3 l\u00e0 s\u1ef1 l\u01b0\u1eddi bi\u1ebfng trong s\u1ea3n xu\u1ea5t n\u1ed9i dung. IMC \u0111\u00f2i h\u1ecfi \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ecbnh d\u1ea1ng cho t\u1eebng k\u00eanh nh\u01b0ng gi\u1eef nguy\u00ean linh h\u1ed3n th\u00f4ng \u0111i\u1ec7p.<\/li>\n<li><strong>M\u00e2u thu\u1eabn gi\u1eefa th\u00f4ng \u0111i\u1ec7p v\u00e0 tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf:<\/strong> Qu\u1ea3ng c\u00e1o h\u00e0o nho\u00e1ng v\u1ec1 d\u1ecbch v\u1ee5 t\u1eadn t\u00e2m nh\u01b0ng ch\u00ednh s\u00e1ch h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng l\u1ea1i quan li\u00eau s\u1ebd ph\u00e1 v\u1ee1 to\u00e0n b\u1ed9 ni\u1ec1m tin m\u00e0 chi\u1ebfn d\u1ecbch d\u00e0y c\u00f4ng g\u00e2y d\u1ef1ng.<\/li>\n<li><strong>Thi\u1ebfu ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng th\u1ed1ng nh\u1ea5t:<\/strong> \u0110\u1ed9i truy\u1ec1n th\u00f4ng \u0111o b\u1eb1ng l\u01b0\u1ee3t hi\u1ec3n th\u1ecb trong khi ban gi\u00e1m \u0111\u1ed1c \u0111o b\u1eb1ng doanh s\u1ed1 d\u1eabn \u0111\u1ebfn vi\u1ec7c \u0111\u00e1nh gi\u00e1 sai l\u1ec7ch hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch.<\/li>\n<\/ul>\n<h2>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p v\u1ec1 IMC<\/h2>\n<p><strong>Doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba (SME) c\u00f3 \u00e1p d\u1ee5ng IMC \u0111\u01b0\u1ee3c kh\u00f4ng?<\/strong> C\u00f3. IMC l\u00e0 t\u01b0 duy qu\u1ea3n tr\u1ecb truy\u1ec1n th\u00f4ng ch\u1ee9 kh\u00f4ng ph\u1ea3i th\u01b0\u1edbc \u0111o \u0111\u1ed9 l\u1edbn ng\u00e2n s\u00e1ch. M\u1ed9t doanh nghi\u1ec7p nh\u1ecf ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0m IMC xu\u1ea5t s\u1eafc b\u1eb1ng c\u00e1ch \u0111\u1ed3ng b\u1ed9 th\u00f4ng \u0111i\u1ec7p t\u1eeb trang web, b\u1ea3ng hi\u1ec7u c\u1eeda h\u00e0ng, b\u00e0i vi\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ebfn c\u00e1ch nh\u00e2n vi\u00ean tr\u1ea3 l\u1eddi tin nh\u1eafn.<\/p>\n<p><strong>IMC kh\u00e1c g\u00ec so v\u1edbi m\u00f4 h\u00ecnh b\u00e1n h\u00e0ng \u0111a k\u00eanh (Omni-channel)?<\/strong> IMC t\u1eadp trung v\u00e0o s\u1ef1 \u0111\u1ed3ng nh\u1ea5t c\u1ee7a th\u00f4ng \u0111i\u1ec7p v\u00e0 c\u1ea3m x\u00fac th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u00e1c \u0111i\u1ec3m ch\u1ea1m truy\u1ec1n th\u00f4ng. Omni-channel t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m mua s\u1eafm v\u00e0 thanh to\u00e1n li\u1ec1n m\u1ea1ch gi\u1eefa c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i tr\u1ef1c ti\u1ebfp v\u00e0 tr\u1ef1c tuy\u1ebfn.<\/p>\n<hr \/>\n<h2>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\n<p>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<p>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<hr \/>\n<h2>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h2>\n<ul>\n<li>Kitchen, P. J., Brignell, J., Li, T., &amp; Spickett-Jones, G. (2004). The emergence of IMC: A theoretical perspective. <em>Journal of Advertising Research<\/em>, 44(1), 19-30. https:\/\/doi.org\/10.1017\/S0021849904040048<\/li>\n<li>Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). <em>International Journal of Advertising<\/em>, 24(1), 7-34. https:\/\/doi.org\/10.1080\/02650487.2005.11072902<\/li>\n<li>Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. <em>International Journal of Advertising<\/em>, 27(1), 133-160. https:\/\/doi.org\/10.1080\/02650487.2008.11073043<\/li>\n<li>Schultz, D. E., &amp; Kitchen, P. J. (2000). <em>Communicating globally: An integrated marketing approach<\/em>. NTC\/Contemporary Publishing.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>IMC l\u00e0 g\u00ec? T\u00ecm hi\u1ec3u kh\u00e1i ni\u1ec7m truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p, 4 tr\u1ee5 c\u1ed9t c\u1ed1t l\u00f5i v\u00e0 c\u00e1ch ph\u1ed1i h\u1ee3p \u0111a k\u00eanh nh\u1ea5t qu\u00e1n \u0111\u1ec3 t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch.<\/p>\n","protected":false},"author":1,"featured_media":860,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[433,431,128,228,432],"class_list":["post-854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-chien-luoc-truyen-thong","tag-imc-la-gi","tag-kliatchko","tag-marcom","tag-truyen-thong-marketing-tich-hop"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IMC l\u00e0 g\u00ec: v\u00ec sao doanh nghi\u1ec7p c\u1ea7n ph\u1ed1i h\u1ee3p m\u1ecdi \u0111i\u1ec3m ch\u1ea1m?<\/title>\n<meta name=\"description\" content=\"IMC l\u00e0 g\u00ec? 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