{"id":2029,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=2029"},"modified":"2026-10-13T23:23:39","modified_gmt":"2026-10-13T16:23:39","slug":"truyen-thong-marketing-tich-hop-imc","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/truyen-thong-marketing-tich-hop-imc\/","title":{"rendered":"Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC) l\u00e0 g\u00ec?"},"content":{"rendered":"<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh, \u0111\u0103ng b\u00e0i tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n v\u00e0 l\u00e0m khuy\u1ebfn m\u00e3i c\u00f9ng l\u00fac. N\u1ebfu m\u1ed7i k\u00eanh n\u00f3i m\u1ed9t ki\u1ec3u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c h\u00ecnh \u1ea3nh r\u1eddi r\u1ea1c. Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (Integrated Marketing Communications, IMC) ra \u0111\u1eddi \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 \u0111\u00f3.<\/p>\n<h2>IMC xu\u1ea5t hi\u1ec7n t\u1eeb khi n\u00e0o?<\/h2>\n<p>Theo b\u00e0i t\u1ed5ng quan c\u1ee7a Philip J. Kitchen tr\u00ean <em>European Journal of Marketing<\/em>, IMC b\u1eaft \u0111\u1ea7u t\u1eeb gi\u1edbi th\u1ef1c h\u00e0nh v\u00e0o cu\u1ed1i th\u1eadp ni\u00ean 1980, r\u1ed3i \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u h\u1ecdc thu\u1eadt ph\u00e1t tri\u1ec3n trong c\u00e1c th\u1eadp ni\u00ean 1990 v\u00e0 2000. Cu\u1ed1n s\u00e1ch \u0111\u1ea7u ti\u00ean v\u1ec1 IMC c\u1ee7a Schultz, Tannenbaum v\u00e0 Lauterborn ra \u0111\u1eddi n\u0103m 1993. L\u00fd t\u01b0\u1edfng &#8220;m\u1ed9t ti\u1ebfng n\u00f3i, m\u1ed9t h\u00ecnh \u1ea3nh, m\u1ed9t \u00e2m thanh&#8221; do Don Schultz v\u00e0 c\u1ed9ng s\u1ef1 t\u1ea1i \u0110\u1ea1i h\u1ecdc Northwestern \u0111\u1ec1 xu\u1ea5t \u0111\u00e3 tr\u1edf th\u00e0nh chu\u1ea9n m\u1ef1c ph\u1ed5 bi\u1ebfn (Kitchen, 2017).<\/p>\n<h2>IMC ch\u1ec9 l\u00e0 th\u1ed1ng nh\u1ea5t th\u00f4ng \u0111i\u1ec7p th\u00f4i sao?<\/h2>\n<p>Kh\u00f4ng. Kitchen (2017) cho r\u1eb1ng giai \u0111o\u1ea1n t\u00edch h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 x\u00fac ti\u1ebfn, t\u1ee9c hi\u1ec7n t\u01b0\u1ee3ng &#8220;m\u1ed9t ti\u1ebfng n\u00f3i&#8221;, \u0111\u00e3 \u0111\u1ea1t \u0111\u1ec9nh, nh\u01b0ng IMC v\u1eabn ch\u01b0a th\u1eadt s\u1ef1 tr\u1edf th\u00e0nh m\u1ed9t qu\u00e1 tr\u00ecnh kinh doanh chi\u1ebfn l\u01b0\u1ee3c. N\u00f3i c\u00e1ch kh\u00e1c, nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 t\u00edch h\u1ee3p th\u00f4ng \u0111i\u1ec7p nh\u01b0ng ch\u01b0a t\u00edch h\u1ee3p ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c Kitchen (2017) \u0111i\u1ec3m l\u1ea1i nh\u1ea5n m\u1ea1nh vi\u1ec7c t\u1eadn d\u1ee5ng m\u1ecdi \u0111i\u1ec3m ch\u1ea1m c\u00f3 gi\u00e1 tr\u1ecb, k\u1ec3 c\u1ea3 nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00f4ng do b\u1ed9 ph\u1eadn IMC kh\u1edfi x\u01b0\u1edbng hay qu\u1ea3n l\u00fd. M\u1ea1ng x\u00e3 h\u1ed9i c\u0169ng t\u1ea1o th\u00eam \u0111\u1ed9ng l\u1ef1c m\u1edbi cho d\u00f2ng truy\u1ec1n th\u00f4ng v\u1ed1n m\u1ed9t chi\u1ec1u tr\u01b0\u1edbc \u0111\u00e2y.<\/p>\n<p>\u0110\u1ec3 hi\u1ec3u c\u00e1c tr\u1ee5 c\u1ed9t c\u1ee7a kh\u00e1i ni\u1ec7m, c\u00f3 th\u1ec3 \u0111\u1ecdc <a href=\"https:\/\/dykhoa.com\/blog\/imc-la-gi-truyen-thong-marketing-tich-hop\/\">IMC l\u00e0 g\u00ec<\/a> v\u00e0 <a href=\"https:\/\/dykhoa.com\/blog\/4-tru-cot-imc-kliatchko\/\">4 tr\u1ee5 c\u1ed9t IMC theo Kliatchko<\/a>.<\/p>\n<h2>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n<h3>IMC kh\u00e1c g\u00ec ph\u1ed1i th\u1ee9c marketing 4P?<\/h3>\n<p>Kitchen (2017) nh\u1eafc l\u1ea1i nh\u1eadn \u0111\u1ecbnh c\u1ee7a Schultz v\u00e0 Schultz r\u1eb1ng c\u00e1ch ti\u1ebfp c\u1eadn 4P mang t\u00ednh m\u1ed9t chi\u1ec1u, h\u01b0\u1edbng ra ngo\u00e0i v\u00e0 xu\u1ea5t ph\u00e1t t\u1eeb ph\u00eda ng\u01b0\u1eddi b\u00e1n. IMC d\u1ecbch chuy\u1ec3n tr\u1ecdng t\u00e2m sang ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1c b\u00ean li\u00ean quan.<\/p>\n<h3>\u0110\u00e3 c\u00f3 \u0111\u1ecbnh ngh\u0129a IMC th\u1ed1ng nh\u1ea5t ch\u01b0a?<\/h3>\n<p>Ch\u01b0a ho\u00e0n to\u00e0n. Kitchen (2017) ghi nh\u1eadn \u00edt ai ph\u1ea3n \u0111\u1ed1i thu\u1eadt ng\u1eef IMC, nh\u01b0ng c\u00e1ch hi\u1ec3u v\u00e0 tri\u1ec3n khai thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 gi\u1eefa c\u00e1c khu v\u1ef1c, qu\u1ed1c gia v\u00e0 doanh nghi\u1ec7p, v\u00e0 n\u1ec1n t\u1ea3ng l\u00fd thuy\u1ebft c\u1ee7a IMC v\u1eabn c\u00f2n y\u1ebfu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC) l\u00e0 g\u00ec? Ngu\u1ed3n g\u1ed1c, \u00fd t\u01b0\u1edfng m\u1ed9t ti\u1ebfng n\u00f3i, s\u1ef1 d\u1ecbch chuy\u1ec3n sang l\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0m trung t\u00e2m.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-2029","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC) l\u00e0 g\u00ec? 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