{"id":2036,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=2036"},"modified":"2026-10-12T08:00:00","modified_gmt":"2026-10-12T01:00:00","slug":"ban-dinh-huong-truyen-thong-communication-brief","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/ban-dinh-huong-truyen-thong-communication-brief\/","title":{"rendered":"B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (communication brief) l\u00e0 g\u00ec?"},"content":{"rendered":"

B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (communication brief hay creative brief) l\u00e0 h\u1ee3p \u0111\u1ed3ng t\u00e1c chi\u1ebfn gi\u1eefa ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c v\u00e0 \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o (Burtenshaw et al., 2011). Xem h\u01b0\u1edbng d\u1eabn chi ti\u1ebft t\u1ea1i b\u00e0i Communication Brief l\u00e0 g\u00ec: c\u00e1ch vi\u1ebft b\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng<\/a>.<\/p>\n

C\u00e1c c\u00e2u h\u1ecfi s\u1ed1ng c\u00f2n trong m\u1ed9t b\u1ea3n brief<\/h2>\n

– T\u1ea1i sao ch\u00fang ta ph\u1ea3i l\u00e0m chi\u1ebfn d\u1ecbch n\u00e0y (v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft)?
\n– Ch\u00fang ta \u0111ang n\u00f3i chuy\u1ec7n v\u1edbi ai (ch\u00e2n dung c\u00f4ng ch\u00fang)?
\n– H\u1ecd \u0111ang ngh\u0129 g\u00ec v\u00e0 ch\u00fang ta mu\u1ed1n h\u1ecd ngh\u0129 g\u00ec sau chi\u1ebfn d\u1ecbch?
\n– L\u00fd do g\u00ec khi\u1ebfn h\u1ecd ph\u1ea3i tin (Reason to believe)?
\n– Gi\u1ecdng \u0111i\u1ec7u th\u01b0\u01a1ng hi\u1ec7u (Tone & Mood) v\u00e0 ng\u00e2n s\u00e1ch th\u1ef1c thi l\u00e0 bao nhi\u00eau?<\/p>\n

Ch\u00eca kh\u00f3a: ‘Brief’ ph\u1ea3i th\u1ef1c s\u1ef1 ng\u1eafn g\u1ecdn<\/h2>\n

M\u1ed9t b\u1ea3n brief d\u00e0y h\u00e0ng ch\u1ee5c trang th\u01b0\u1eddng l\u00e0 d\u1ea5u hi\u1ec7u c\u1ee7a s\u1ef1 m\u01a1 h\u1ed3 chi\u1ebfn l\u01b0\u1ee3c. B\u1ea3n brief t\u1ed1t nh\u1ea5t ch\u1ec9 d\u00e0i t\u1eeb 1 \u0111\u1ebfn 2 trang, c\u00f4 \u0111\u1ecdng v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng.<\/p>\n","protected":false},"excerpt":{"rendered":"

B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng l\u00e0 v\u0103n b\u1ea3n c\u00f4 \u0111\u1ecdng thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c, c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau, insight, th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i v\u00e0 c\u00e1c y\u00eau c\u1ea7u tri\u1ec3n khai l\u00e0m kim ch\u1ec9 nam cho \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-2036","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"\nB\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (communication brief) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/ban-dinh-huong-truyen-thong-communication-brief\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (communication brief) l\u00e0 g\u00ec? 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