2

QUNG CO THOI V & PR LN NGI

AL RIES & LAURA RIES

Tn sch: Qung co thoi v & PR ln ngi

Tc gi: Al Ries & Laura Ries

Ngi dch: V Tin Phc Trn Ngc Chu L Xun Thu

Th loi: Kinh t

Nh xut bn: Tr

Nm xut bn: 10 - 2005

Kh: 14x20 cm

LI GII THIU

M U

PHN 1

S thoi v ca qung co

PHN 2

S ln ngi ca PR

PHN 3

Mt vai tr mi cho qung co

PHN 4

S khc nhau gia qung co v PR

3

LI GII THIU

Trong mt lp hc b tc dnh cho cc tng gim c (CEO: chief executive officer) tng lai

gn y do Vin Nghin cu Kinh t Pht trin thuc i hc Kinh t thnh ph H Ch Minh t

chc, nhiu bn hi ti: ti sao ni s khc bit cn bn gia qung co v PR l qung co

th tn km cn PR th khng tn km?

Tht ra, cu tr li thu o cho vn ny khng tht d dng, nht l trong phm vi mt lp

hc. N cn c mt cun sch. Chnh v vy, chng ti ny nh xin bn quyn ca Nh xut

bn HarperCollins v tc gi ca cun sch ny, The Fall of Advertising and The Rise or PR,

dch v xut bn bng ting Vit ti Vit Nam.

Tm quan trng ca PR (pulic relations hay quan h cng chng) ang thay i. Trong cun sch

ni ting thuc loi sch bn chy nht M nm 2004 Qung co thoi v, PR ln ngi (The

Fall of Advertising and The Rise or PR), Gio s Al Ries v Laura Ries hai nh chin lc ni

ting v tip th ca M v cng l hai cha con cho rng quan h cng chng ang tr nn

mt phng php hiu qu hiu nht xy dng mt thng hiu. Nhng thng hiu ni

ting hin nay nh The Body Shop, PlayStation, Harry Potter s dng chi ph qung co rt t.

Cc nh kinh doanh ang bit cch s dng PR li ko s ch ca cng chng v bo ch.

Ti Vit Nam, phim Nhng c gi chn di t thnh cng ti chnh l nh bit cch PR. (Cng ty

u t thc hin phim ny vn l mt cng ty PR Cng ty Thin Ngn hay Galaxy)

TI SAO PR QUAN TRNG I VI CNG TY CA BN?

Theo nh ngha ca PR News th: PR l mt chc nng qun l nhm nh gi thi ca cng

chng, xc nh cc ng li v quy trnh ca mt c nhn hay t chc i vi li ch cng

ng, v hoch nh cng nh thc hin chng trnh hnh ng vi mc ch t c s

hiu bit v chp nhn ca cng chng i vi sn phm hay dch v ca cng ty.

Quan h cng chng bao hm c nhng vic nh quan h vi cng ng, quan h vi nh u

t, t chc hp bo, t chc cc s kin truyn thng, thng tin ni b, gii quyt khng hong.

l mt cng khai. Ngoi ra cn c nhng hot ng khng cng khai nh: vit sn cc thng

co bo ch, vn ng bo ch ng bo

i khi PR cn l nhng n lc gy nh hng ti cng chng, c bit l trong vn ng chnh

tr, hi on v nhng nhm li ch khc nhau. i khi, PR l quan h cng ng. Bn hy nhn

chung quanh bn: bao nhiu l cng ty v t chc c nhng sng kin v quan h cng ng do

mt nhn vin c chc danh tng t thc hin. Ngi ny c khi l gim c quan h vi nh

u t. Nhng nh u t l mt ti sn cng cng, nh vy trong trng hp ny PR l thch

hp.

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Bn nn nh rng cng chng lun mun nghe (bit) nhng chuyn tt lnh, do vy mt nhn

vin PR gii lun bit k chuyn hay. Cu chuyn hay tin tc cng hay th cng vic PR ca bn

cng hiu qu. D nhin cu chuyn ch nhm vo khch hng c bit tc l mt th trng

mc tiu c th hoc khng th - cng khai rng ri.

TMR L G?

PR l giao tip bng nhiu cch khc nhau tip cn th trng mc tiu. Nn chng, thay v

gi l quan h cng chng (PR), th chng ta nn gi l quan h th trng mc tiu hay TMR

(Target Market Relations). Bn c th ang giao tip thng tin v mt sn phm mi, hay

a tin v cng ty ca bn hay thc hin mt tuyn b quan trng (nh thay i ban gim c).

Bn mun thng tin n cng chng, nhng nhng ngi m bn mun thng tin nht li chnh

l nhng khch hng hay nh u t tim nng. Mt trng hp ngoi l c th l giao tip vi

mt nhm ngi m bn ang c gng gy nh hng v li ch tt nht hay th trng mc

tiu ca cng ty. l trng hp bn vn ng hnh lang vi chnh ph. Quan h vi c quan

chnh ph hay c quan cng quyn cng cn ch trong k hoch kinh doanh ca bn.

CNG CHNG MC TIU

Xc nh r ai l cng chng mc tiu ca bn l mt n lc cc k quan trng ca cng tc

quan h cng chng. Mun thc hin iu ny, tt nht l xc nh th trng mc tiu chnh

v chia nh ra thnh nhng mc tiu cc b hn. Chn nhng t bo v phng tin truyn

thng i chng lm cng tc PR cng phi da trn s xc nh ai l cng chng mc tiu.

V d: cng chng ca sn phm giy da mi ca cng ty bn l nhm vo gii tr th bn phi

chn bo Thanh Nin hay Tui Tr.

Mc ch cui cng l dng li ni v cng ty, v sn phm, dch v i vi nhng ai c th

b tin mua sn phm hay dch v . Quan h cng chng ch l mt phn ca cng tc tip

th, khi tip th c thc hin bi nhiu cch khc nhau. Ci thun li ca quan h cng chng

l t tn tin m hiu qu cao khi bn mun xy dng nhng th trng mc tiu cho tng sn

phm hay tng dch v ca cng ty bn.

Bn tng bit n li hi ca qung co, nhng PR th hy cn qu mi m. Chnh v vy,

chng ti mun dch v gii thiu cun sch ny.

TRN NGC CHU

(Saigon Times Group)

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M U

30 nm v trc Al Ries l ng tc gi mt lot bi bo ng trong tp ch Advertising Age

di nhan Thi i ca nh v n.

Cc bi bo n khch ngay tc th. Chng my chc thut ng nh v (positioning) bin

thnh mt t ng thi thng trong gii qung co v tip th.

Nu ngy nay chng ta cng vit mt lot bi tng t nh vy cho tp ch , th u ca

n s phi i thnh Thi i ca quan h cng chng n. Nhn vo u chng ta cng

thy s chuyn dch y kch tnh t tip th nh hng qung co sang tip th nh hng

quan h cng chng.

Bn khng th tung ra mt thng hiu mi bng qung co bi v qung co khng mang

trong n tnh cht ng tin cy. N ch l nhng ting ni t ru rao ca cng ty ang nng lng

tm cch bn c hng ca mnh.

Bn ch c th tung ra c nhng thng hiu mi bng thng tin i chng (publicity) hoc

bng quan h cng chng (public relation) PR). PR gip bn ni ra cu chuyn ca mnh mt

cch gin tip thng qua bn th ba, m trc ht l phng tin thng tin i chng.

PR c c tnh cht ng tin cy. Qung co th khng. PR em n nhng nhn thc tch cc

m mt chin dch qung co nu c t chc tt c th khai thc u .

Mi khi c vn cho cc khch hng, chng ti thng khuyn h rng bt c mt chng trnh

tip th mi no cng phi bt u t thng tin i chng v ch sau khi t c mc tiu ca

PR mi chuyn sang qung co. i vi cc nh qun l c nhi nht trong u vn ho

qung co, th y qu l mt tng cch mng. Cn i vi nhng ngi khc, th y ch l

s pht trin t nhin ca t duy tip th m thi.

S K TC CA PR

Qung co phi i theo sau PR c v phng din thi im ln ti. Qung co l s k tc

ca PR bng phng tin khc v ch nn c bt u sau khi chng trnh PR hon thnh

c mc tiu. Hn th na, ti ca chng tnh qung co cn phi lp li nhng nhn

thc c hnh thnh trong u khch hng tim nng do chng trnh PR to ra.

Cng khng nn xem nh giai on qung co ca mt chng trnh tip th. Ch nn tung ra

chng trnh qung co cho mt thng hiu ni ting v bi mt cng ty c kh nng p

ng c yu cu di hi m mt chin dch qung co i hi.

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Nhng ngi lm qung co i khi h thp chc nng PR, coi l th yu, ch c ch khi xy

ra khng hong hoc ch c tc dng qung b cho chin dch qung co mi nht m thi.

l suy ngh sai lm.

i vi hu ht cc cng ty ngy nay, PR c vai tr rt quan trng, khng th coi l th yu so

vi qung co c. Xt v nhiu phng tin th vai tr ca chng c o ngc. By

gi PR ngi vo v tr ca ngi cm li v s dn dt, ch ng cho cc chng trnh tip th.

y l l do dn n ta ca cun sch ny: Qung co thoi v v PR ln ngi

QUNG CO CHT. PR MUN NM?

Nhng lm sao qung co c th cht c khi n c qu nhiu? Qung co c mt khp mi

ni, nhn u bn cng thy qung co.

N chng khc g hi ho. Hi ho cng cht mc d ngy nay c nhiu tranh nh hn so vi

bt k thi k no trc y.

Khi ni n ci cht ca hi ho, khng phi l ni n ci cht ca bn thn cng vic v

tranh, m l ni n ci cht ca chc nng th hin thc ti ca n.

Thi k sau pht minh ca Louis Jacques Mand Daguerre v my nh ng l nn t tn l

thi k hi ha thoi v v nhip nh ln ngi. Cng vi ngha , qung co mt i chc

nng lm cng c xy dng thng hiu v tip tc tn ti nh mt ngh thut.

iu khng c ngha l qung co khng cn gi tr g c. Gi tr ca ngh thut l do con

mt ca ngi thng ngon xc nh. Khi mt ngnh chuyn mn tr thnh ngh thut, n s

mt i chc nng chuyn mn v do cng nh mt kh nng c o lng khch quan

ca n.

GI TR CA CY NN

Bn s xc nh gi tr ca mt cy nn bng cch no? Bn khng th xc nh gi tr ca cy

nn bng lng nh sng n pht ra, v n mt i chc nng lm phng tin chiu sng cho

cn phng. Thi k sau pht minh ca Thomas Alva Edison v bng n in si tc ng l nn

t tn l thi k cy nn thoi v v bng n ln ngi. Tuy vy, mi mt m trn ton nc

M c hng triu cy nn c thp sng. Lm sao c th c gi l mt ba cm ti lng

mn hon ho nu nh trn bn n khng thp mt ngn nn lung linh.

Mt cy nn nh th c bn vi gi 20 hoc 30 la, t hn nhiu so vi gi tr mt ci

bng n. Khc vi bng n, gi tr ca mt cy nn khng cn c vo lng nh sng do n

pht ra. Cng ging nh ci l si, hay chic thuyn bum, cy nn mt i chc nng s

dng ca n v bin thnh mt sn phm ngh thut.

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Bt c mt loi hnh ngh thut no cng c nhng ngi bo v n cung nhit. H s ra sc

tranh ci v gi tr ca mt tc phm ngh thut c th no , bi v khng c mt phng

php khch quan no o lng gi tr ca n c.

GI TR CA QUNG CO

Tng t i vi qung co. Nhng ngi ng h qung co cng s hng hi bo v n cho

rng n nng cao ti sn thng hiu, xy dng gi tr thng hiu, to ra s rng buc v tnh

cm vi khch hng, hoc thi thc v ng vin lc lng bn hng.

mt mc nht nh, tt c iu ni trn l ng, nhng n khng th c o lng mt

cch khch quan, bi v qung co l mt ngh thut. N mt i chc nng lm phng tin

thng tin lin lc.

Gi tr ca qung co l tu thuc vo con mt ca cc tng gim c iu hnh (CEO) hay chp

hnh (COO) hay ca gim c tip th. Bng cch no m bn c th xc nh c gi tr ca

mt bc tranh tr gi mt triu -la c treo ti phng hp ban gim c? Cng vi logic ,

bn c th p dng vo vic xc nh gi tr qung co ca cng ty mnh.

Theo kin ca chng ti, qung co khng xng ng vi chi ph b ra cho n tr mt

trng hp ngoai l. Mt ngoi l ln. l khi qung co phc v cho mc tiu chc nng, lc

qung co c mt gi tr thc. Th nhng mc tiu chc nng l g?

Mc tiu ca qung co khng phi nhm Xy dng thng hiu, m l bo v thng hiu,

mt khi thng hiu c xy dng bng cc phng tin khc, trc ht l quan h

cng chng hoc s ng h ca bn th ba.

Khng nn nh gi thp tm quan trng ca chc nng bo v ny. Hu ht cc cng ty tiu

tn nhiu tin xy dng cho c thng hiu bng cch qung co (m ng l nn dng

s tin cho PR) v b ra rt t kinh ph bo v thng hiu ca mnh thng qua qung co,

sau khi thng hiu c xc lp.

Xy dng thng hiu v bo v thng hiu l hai chc nng ch yu ca mt chng trnh

tip th. PR xy dng thng hiu. Qung co bo v thng hiu. Oi om thay, nhng ngi

lm qung co li dnh qu nhiu thi gian v sc lc cho qu trnh xy dng thng hiu n

ni khng cn kh nng chin u trong cuc chin tip th bo v thng hiu.

GI TR CA SNG TO

Th cn tnh sng to th sao? l mt t ng thi thng tn ti t rt lu trong cng

ng nhng ngi lm qung co. Theo nh ngha thng thng th tnh sng to l s tm

kim ci mi m v khc bit. Ci c nhn mnh y l tnh c o,

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Th nhng ci mi m v khc bit khng phi l cch thc m bn dng bo v thng

hiu ca mnh. bo v mt thng hiu bn cn ti khng nh cc gi tr ct yu ca

thng hiu . Bn cn phi lm cho qung co gy ting di vi khch hng. Bn cn lm

cho khch hng phi suy ngh, ng ri, y chnh l ci c trng cho thng hiu .

Tnh sng to l ci cui cng m thng hiu cn n, mt khi n i vo lng khch hng.

Chnh PR mi cn n tnh sng to.

Chnh PR mi cn n s mi m v khc bit. Chnh PR mi cn phi c o. Cch tt nht

xy dng mt thng hiu l to ra mt chng loi mi, v lm c iu i hi phi c

mt t duy sng to trnh cao nht. y l tng c tnh cch mng bi n i ngc li

vi suy ngh thng thng hin nay.

CCH TIP CN HIN HNH

Hu ht cc sn phm v dch v c tip th theo mt chin lc gm bn bc nh sau:

1. Cng ty pht trin ra mt sn phm hoc mt dch v mi.

2. Cng ty tin hnh nghin cu sn phm hoc dch v mi nhm m bo l n a

n cho khch hng ci c li nht cho h.

3. Cng ty thu mt i l qung co tung ra th trng sn phm hoc dch v mi

bng mt chin dch qung co bng n.

4. Sau mt thi gian, qung co s to ra mt thng hiu y sc mnh cho sn phm

hoc dch v mi.

Bn bc ni trn sau mt qu trnh chim v tr ni bt trong cc bin nin s ca lch s

kinh doanh: Pht trin (Development), Nghin cu (Research), Qung co (Advertising), v

Thng hiu (Branding). V mt l thuyt, quy trnh gm bn bc nu trn chng c g l sai,

tr ch vit tt ng bun DRAB[1].

V mt thc t, y c mt mt xch yu. Mt khu quan trng l lm th no a c

tn thng hiu (v chnh l iu ct yu) i vo lng khch hng. Bn khng th xy dng

c thng hiu, nu bn khng ginh c chin thng trn mt trn thu phc nhn tm.

Mt xch yu y chnh l qung co.

Qung co nh mt sc mnh a mt thng hiu mi i vo lng ngi. Qung co

khng ng tin cy i vi khch hng, v h ngy cng nghi ng nhng li mi cho ca n v

h c dp l h tm cch bc b.

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CCH TIP CN THEO PR

Thc t cho thy c mt s sn phm v dch v chinh phc c lng khch hng tim nng

v tr thnh thng hiu ln.

Vy, ngi ta lm bng cch no?

Cu tr li l thng tin i chng.

Tt c nhng thnh cng tip th gn y l thnh cng ca PR, ch khng phi ca qung co.

C th k ra y mt vi trng hp: Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay,

Palm, Google, Linus, PlayStation, Harry Potter, Botox, Red Bull, Microsofl, Inter, v Black Berry.

Nhn k hn vo lch s ca hu ht cc tn tui ln u cho ta thy iu ni trn l ng. Qu

thc c rt nhiu thng hiu ni ting c xy dng ( s lng cc trng hp nh vy

ln n mc ng ngc nhin) m hu nh chng cn n qung co.

Anita Roddick xy dng The Body Shop thnh mt thng hiu ni ting th gii m khng

cn n qung co. Thay vo b i khp th gii tm kim cc ph gia cho cc loi m

phm lm t thin nhin ca mnh, cuc hnh trnh ca b tr thnh mt s kin thng tin

i chng ko di khng ngt.

Cho n gn y Starbucks vn chng tiu tn bao nhiu tin cho qung co c. Trong 10 nm

u, cng ty ch b ra khng n 10 triu -la (tng cng) cho chi ph qung co M, mt

khon tin rt nh so vi doanh s hng nm t 1,3 t -la ngy nay.

Wal-Mart tr thnh nh bn l ln nht th gii, vi doanh s gn 200 t -la, nhng chi

ph cho qung co rt nh. Sams Club, mt nhnh ca Wal- Mart, c h thng ca hnh vi

doanh s trung bnh 56 triu -la cho mi ca hng m hu nh khng phi qung co.

Trong lnh vc dc phm, cc thng hiu nh Viagra, Proazac, v Vioxx tr nn ni ting

trn th gii m hu nh khng cn n qung co.

Trong lnh vc chi tr em, Beanie Babies, Tickle Me Elmo, Pokmon tr thnh cc

thng hiu rt thnh cng m hu nh khng cn n qung co.

Trong lnh vc k thut cao, Oracle, Cisco, v SAP tr thnh cc cng ty vi ti sn hng t

-la (v thng hiu tr gi hng t -la) m hu nh khng cn n qung co.

Chng ta bt u chng kin cng trnh nghin cu chng minh tnh u vit ca PR so vi

qung co khi tung ra mt thng hiu. Mt cng trnh nghin cu gn y i vi 91 sn

phm mi c tung ra th trng cho thy hu ht cc sn phm thnh cng cao u c cc

hot ng lin quan n PR nhiu hn so vi cc sn phm t thnh cng. Cng trnh nghin

cu ny, do Schneider & Associates tin hnh phi hp vi Trung tm Nghin cu Thng tin lin

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lc thuc Trng i hc Boston v b Susan Fournier, mt ph gio s v tip th ti Trng

Qun tr Harvard, c th coi l cng trnh nghin cu u tin v ti ny.

Trong cng trnh ny c on vit, Chng ti nhn ra rng vai tr ca PR, mc d cn b xem

nh, vn cc k c ngha khi c p dng.

Bp chp nhiu thnh cng ca PR, vn cn c nhn thc trong cc cng ty cho rng tip th

khng bao gm quan h cng chng!

TIP TH C NGHA L QUNG CO

Nhiu nh qun l cng ty cho rng tip th ng ngha vi qung co - ch khng phi PR. Cng

thc c cho rng, Tip th i tr i hi thng tin lin lc i tr, ngha l i hi qung co

i tr. Khi c ai nhc n chng trnh tip th, suy ngh u tin s l Chng ta s tin

hnh qung co u v kinh ph dnh cho qung co l bao nhiu?

Nu nh bn bc chn vo mt hiu sch, chng hn nh Barnes & Noble[2], bn s pht hin

ra rng cc sch v qung co c xp ngn sch vi ci tn Tip th & Qung co. Thc

ra, ngn sch ny cht y nhng cun sch v qung co. Xt cho cng, chc nng ch yu

ca b phn tip th vn c hiu l qung co.

Bn ng c hy vng c th tm thy ngn sch vi ci tn Tip th & Quan h cng chng ti

bt c hiu sch no. Cc sch ni v PR, nu bn tm thy, u nm chn vi trong ng sch

ngn Tip th & Qung co cng vi nhng cun sch v qung co.

Nh vy, cch nhn m bn thy trong cng ty cng l cch nhn m bn thy hiu sch gn

nh mnh. hu ht cc cng ty, ngi ta ch nhn mnh qung co l chnh, cn quan h cng

chng, nu c, ch l ph m thi.

Nh vy, tip th c ngha l qung co v mi ngi u bit qung co c ngha l g.

QUNG CO C NGHA L TN KM

iu ny c bit ng khi cng ty d nh tung ra mt thng hiu mi. Quyt nh

lm/khng lm thng cn c vo chi ph qung co khi tung ra thng hiu. Ngi ta khng

th xem nh nhng quyt nh nh vy, v M mt chin dch qung co ton quc d l

mc khim tn cho mt sn phm tiu dng mi cng phi tn khong 50 triu -la.

Nhiu khch hng ni vi chng ti, y l mt sng kin hay, nhng chng ti khng c

kh nng ti chnh cn thit tung ra mt thng hiu. Suy ngh ca h b mo m bi

nhng cu chuyn h c c trn bo ch.

Pepsi-Cola chi 100 triu -la tung ra Pepsi One.

Andersen Consulting b ra 150 triu -la cho ci tn mi, Accenture.

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Bell Atlantic chi 140 triu -la cho ci tn mi, Verizon.

Bell South Mobility chi 100 triu -la tung ra ci tn mi, Cingular.

Trong x hi qu nhiu thng tin ca chng ta, chi ph tung ra mt thng hiu mi c

xem l thuc loi chi ph cao, ta nh chi ph chnh nha vy, m ngi ta mun trnh bng cch

tung ra mt sn phm n theo thng hiu sn c (line extension). l l do v sao ti nc

M c qu nhiu dng sn phm n theo v rt t thng hiu mi.

Chng hn, chn phn mi sn phm mi ti cc siu th l nhng sn phm n theo ch

khng phi l thng hiu mi. Tnh trng tng t cng din ra cc ca hng dc phm,

bch ho tng hp v tt c cc c s bn l khc.

nh ng vic tung ra thng hiu mi vi qung co l mt sai lm nghim trng v tip th.

Qung co thiu mt yu t m mt thng hiu mi cn n c th ct cnh c.

QUNG CO THIU TIN CY

Vic g m khch hng phi ch n thng ip ni v mt thng hiu l hoc i vi h? C

g ng tin cy trong thng ip ?

Nu c ai gi in thoi cho bn v ni, Anh khng bit ti, anh khng bit sn phm ca

ti, anh khng bit cng ty ca ti, nhng ti xin anh mt cuc hn ti n bn cho anh mt

vi sn phm, chc c l bn s cp my ngay lp tc.

Ngc li, nu c ai gi in cho bn v ni, Anh l khch hng ca Cng ty Saks Fifth Avenue

v cng ty s t chc mt ba tic cocktail gii thiu mt dy chuyn mi sn xut qun o

thi trang, th c th bn s rt mun n tham d. Bn c lng tin i vI Saks Fifth Avenue.

l mt ci tn m bn bit.

Thng tin i chng to ra s tn nhim dn n tin cy trong qung co. Chng no m bn

cha c c s tn nhim i vi mt thng hiu mi th bn s chng quan tm n qung

co ca n.

Nu bn mun thnh cng trong vic xy dng mt thng hiu, bn phi bit cch x l ng

n c hai khu quan h cng chng v qung co. Quy tc chung l: ng bao gi m chin

dch qung co khi cha khai thc ht cc kh nng thng tin i chng.

THNG TIN I CHNG TRC, QUNG CO SAU

Qung co khng xy dng c thng hiu, thng tin i chng lm c. Qung co ch c

th duy tr c thng hiu do thng tin i chng to ra.

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S tht l, qung co khng chm c ngn la. N ch c th thi gi vo ngn la sau khi

bc chy. khi s iu g t con s khng, bn cn c s hp sc ca bn th ba. Bc

u tin ca mi chin dch tip th mi phi l quan h cng chng.

Chin tranh v tip th c nhiu im ging nhau. Cc tng lnh qun s i vo cuc chin ca

ngy nay vi nhng v kh ca ngy xa th s chng khc g cc tng ch huy tip th i vo

cuc chin tip th ngy nay vi cng c qung co m l ra h phi dng PR.

Ngy xa l o gip. Ngy nay l khng lc. Ngy xa l qung co. Ngy nay l PR.

Nu thng tin i chng gi vai tr ch yu khi tung ra thng hiu mi th cc cng ty s nh

ai t vn cho v cc vn chin lc? H ngy cng lng l trong vic nh n cc cng ty

qung co bi v h tha bit cu tr li l g ri. Do h t mnh lm ly m khng c s tr

gip t bn ngoi. Hoc c th h mi cc nh t vn nh chng ti n gip v cc vn

chin lc tip th, k c PR.

Trong tng lai, cc cng ty s tm n cc cng ty quan h cng chng nh gip nh hng

chin lc xy dng thng hiu, v khi qung co s buc phi i theo s dn dt ca PR.

Trong tng lai, s thy s pht trin bng n ca ngnh PR. Bn cng s thy c mt s coi

trng mi dnh cho quan h cng chng bn trong ln bn ngoi cng ty.

Trong tng lai, bn s nghe thy ting rn r au n t ngnh cng nghip qung co. V

khng phi ch v vn tin bc. iu quan trng hn i vi cc nh i l qung co l nguy

c mt i vai tr truyn thng ca mnh l i tc song hnh ca tip th.

Tip th bc sang thi i ca quan h cng chng ri.

13

PHN 1

S thoi v ca qung co

1. QUNG CO V NGI I L BN XE T

Cch y khng lu ti thnh ph New York, c bn n t b t vong khi li chic xe lao xung

t t tng thng xe ca mt khch sn nm tng. V ny c tt c cc bo New

York a tin, k c trn trang nht ca t New York Post. 1.600 ngi n d tang l ti nh

th St. Patrick, v mt trong nhng ngi c iu vn l ng Th trng Giuliani. Hng tt ln

chy trn cc bo l: Nhng thin thn bay v ci vnh hng, 1.600 ngi vnh bit tin a.

Y t vn l t. Gim c tip th vn l gim c tip th v khng chc h nhn c s i x

ging nh trn khi cn sng hay khi cht. Gi d c bn gim c tip th b t vong do li xe

lao khi cu Brooklyn[3] sau ba cm tra vi ba chai ru Martini th chc l bo ch s a tin

theo mt cch khc, chng hn Nhng g bn rong lao xung a ngc trong mt chic

Honda.

Hy i mt vi thc t i. Trong mt cuc thm d d lun gn y ca hng Gallup v tnh

trung thc v o c ngh nghip vi 32 ngnh chuyn mn khc nhau, th qung co vin

c xp gn cui bng nm gia ngi i l bo him v ngi i l bn xe -t.

Nu nh bn khng tin vo li ni ca cc i l bn bo him hoc bn xe -t th lm sao bn

c th tin vo iu bn c thy trong mt mu qung co? C hai ngun thng tin c cng

tin cy nh nhau.

Qung co khng ch c vn i ngoi vi cng chng m cn c vn i ni bn trong

cng ty.

VN CA QUNG CO BN TRONG CNG TY

Gn y khi chng ti hi mt v Tng gim c mt cng ty ln i l qung co gi

chin lc g cho cng ty ca ng?

Chng ti khng bao gi i hi h cn phi lm g, ng ta tr li. Chng ti ni cho h bit.

Thi i ca qung co chm dt. Ngy nay cc khch hng him khi tin vo cc i l qung

co trong vic gip h i n cc quyt nh chin lc quan trng. Mi quan h i tc tip th

c trc y nay xung cp chuyn thnh mi quan h ngi mua - k bn. (Mt cng trnh

nghin cu ca Patrick Marketing Group v cc gim c tip th cho thy ch c 3% ngi c

hi kin cho bit h c u quyn cho cc i l qung co ca mnh trch nhim xy dng

thng hiu.)

14

Cuc iu tra 1.800 cn b qun l doanh nghip gn y do Lin on Qung co M

(American Advertising Federation AAF) tin hnh cho thy quan h cng chng c coi trng

hn qung co. Khi c hi b phn no ca cng ty l quan trng nht gip cho s thnh

cng ca cng ty, th kt qu cuc thm d nh sau:

Pht trin sn phm 29%

Lp k hoch chin lc 27%

Quan h cng chng 16%

Nghin cu & pht trin 14%

Chin lc ti chnh 14%

Qung co 10%

Php l 3%

Nh vy, ch c b phn php l l xp hnh di b phn qung co trong cuc iu tra ca

AAF. Mc d qung co chim phn ng trong c cu ngn sch ca cng ty, nhng di con

mt ca nh qun l th ch ng ca n b xi mn nghim trng.

Vy th AAF lm g khc phc tnh trng sa st v tr xp hnh ca b phn qung co. H

cng lm ci iu m nhiu cng ty s lm khi gp rc ri. H tung ra chin dch qung

co ci thin hnh nh qung co trong nhn thc ca cng ng doanh nghip. Ch a

ra l Qung co. l con ng tr thnh thng hiu ln.

Nhng nu nh bn tin rng pht trin sn phm, lp k hoch chin lc, quan h cng chng,

nghin cu v pht trin, v chin lc ti chnh l quan trng hn qung co i vi s thnh

cng ca cng ty (nh kt qu cuc iu tra cho thy), th ti sao bn li tin vo qung co vi

li l mnh bo, Qung co l con ng tr thnh thng hiu ln.

y l mt trng hp in hnh ca s mu thun v nhn thc. Bn khng th va nh gi

thp vai tr qung co v va tin vo qung co ni rng qung co to ra cc thng hiu ln.

Tt nhin, ngoi tr trng hp bn khng cho rng thng hiu ln l quan trng. iu c

ngha l Lin on Qung co M hin ang c hai vn : qung co v thng hiu.

im yu nht trong mi chng trnh qung co l s ng tin cy ca n. i vi ngi bnh

thng th thng ip qung co c ng tin cy rt thp. Qung co, theo ng ngha ca

n l thng ip y thin v do cng ty b tin ra mua nhm thu c li nhun ch k t hng

ho a n ngi tiu dng.

15

THI I HONG KIM CA QUNG CO

iu ny khng phi lc no cng xy ra. Sau Th chin th hai, qung co l ngi sao ang ln

i vi gii doanh nhn M. Ti cc cng ty nh Procter & Gamble, Hersheys, Coca-Cola,

Campbells v nhiu cng ty v hng tiu dng khc, chnh nhng ngi lm qung co ch huy

ngi khc.

Ti Hollywood, ngi ta thm ch cn lm phim m t nhng ngi lm qung co nh nhng

anh hng. B phim The Huckster (Nhng k bn rong), do Clark Gable v Deborah Kerr th vai

chnh, l mt v d in hnh. Tng t cun phim The Man in the Gray Flannel Suit (Ngi n

ng trong b com-l vi flannel mu xm) do Gregory Peck th vai chnh. (ngi ta nhng

tng rng h ai mc b com-l vi flannel mu xm u thuc gii kinh doanh qung co,

nhng thc ra vai m Peck ng li l ngi lm v PR).

Nh vic v tuyn truyn hnh c a vo s dng sau Th chin th hai, khi lng qung

co bng n. Ti nm 1972, chi ph bnh qun u ngi cho qung co l 110 -la. Ngy

nay con s ny l 865 -la. Qu thc chng ta ang sng trong mt x hi qu nhiu thng tin

v s ngy cng n o hn. (Nu tnh n nh hng ca lm pht th con s ca nm 1972 s

l 465 -la).

iu g s xy ra nu nh khi lng ca hu ht mi th c tng ln vn vt ngoi s hnh

dung ca chng ta?

KHI LNG TNG LN, HIU QU GIM I

S tng ln ca khi lng qung co trng hp vi s sa st tnh hiu qu ca qung co. Mi

cng trnh nghin cu v tnh hiu qu ca qung co u cho ra mt kt qu nh nhau. Qung

co trn mt phng tin thng tin no cng nhiu bao nhiu th hiu qu ca tng qung

co cng thp by nhiu.

Qung co ng trong mt tp ch mng s c nhiu ngi thy v c nhiu hn so vi qung

co ng s khc dy hn ca chnh tp ch . Mt qung co trong mt chng trnh

truyn hnh c s lng qung co t hn s gy ch cho nhiu ngi xem hn so vi qung

co trong mt chng trnh truyn hnh c nhiu qung co.

Khng ch khi lng qung co tng ln m chi ph qung co cng tng ln rt nhanh. Nm

1972, gi qung co 30 giy ca Super Bowl l 86.000 -la v 30 giy qung co ca Super

Bowl n 56.640.000 ngi. Chi ph cho mt ngn ngi: 1,52 -la.

Nm ngoi chng trnh qung co 30 giy ca Super Bowl tng ln 2.100.000 -la v n

vi 88.465.000 ngi. Chi ph cho mt ngn ngi: 23,74 -la, tc l gp gn 16 ln so vi

trc. (Cng bng hn, nu tnh n t l lm pht th chi ph ngy nay gp 3,7 ln. Mt khc

vic tng 270% trong ba thp k l mc tng ng k.)

16

Ngoi chi ph pht chng trnh trn cc phng tin thng tin i chng, cn phi k n chi

ph sn xut ra chng trnh qung co m khng h r cht no. Theo Hip hi cc Cng ty

Qung co M, chi ph trung bnh sn xut mt chng trnh qung co 30 giy trn truyn

hnh hin nay l 343.000 -la.

i vi mt s mt hng chi ph trn cn cao hn. Chng hn, chi ph trung bnh sn xut

chng trnh qung co 30 giy trn truyn hnh i vi nc gii kht hoc thc n nhanh l

530.000 -la; i vi qun o v trang phc tng vt ln 1.053.000 -la.

Nu bn nghin cu bng gi qung co trn tt c cc phng tin truyn thng, chc chn

bn s nhn ra hai xu hng. Tng khi lng qung co lm gim tnh hiu qu, kt hp vi

tng chi ph cng lm gim hiu qu.

Tnh cng li, hai xu hng ny lm cho qung co tr thnh con ng tn km v kh khn

gy nh hng n khch hng c v khch hng tim nng. (Nu bn ngh rng cng ty

ca bn b ra nhiu tin cho qung co nhng kt qu thu c t th c l bn ngh

ng.)

QUNG CO L D THNG

Hu ht cc sn phm v dch v u i theo hng ngc li. Khi thi gian tri qua, gi c

thng gim xung.

Hy th so snh gia thng tin lin lc bng in thoi v thng tin lin lc bng qung co. Tr

li nm 1972, nm MCI bt u hot ng, cc trung bnh cuc gi in thoi ng di vo

khong 20 xu mt pht. Ngy nay n vo khong by xu mt pht hoc t hn.

iu tng t cng ng vi gi v my bay, thc n nhanh, nc gii kht, sn phm in t

v hng trm th sn phm v dch v khc. Cng vi thi gian s cnh tranh s tng ln v cc

cng ty s tm ra cch gim gi thnh sn xut, v gi c ( c iu chnh theo lm pht) c

xu hng gim xung.

Nm 1990, ti M ch c nm triu ngi dng in thoi di ng v cc in thoi trung bnh

hng thng phi tr l 81 -la. Ngy nay c ti 110 triu ngi dng in thoi di ng v

cc in thoi trung bnh hng thng ca h ch 45 -la.

Ch trong vng nm nm gi trung bnh ca mt chic my nh k thut s gim t 560 -la

xung cn 370 -la, trong khi s pixel (o cht lng nh) tng ln vut bc.

C l v d tt nht cho xu hng gi c khng ngng gim l my vi tnh. Mt chic my vi tnh

c nhn m ngy nay bn c th mua vi gi 1.000 -la mnh hn rt nhiu so vi my tnh

ln tr gi hng triu -la nu bn c th mua 30 nm v trc.

17

KHI LNG QUNG CO TIP TC TNG

Th nhng chi ph cao hn v hiu qu gim xung khng lm gim khi lung ca qung

co. Ht nm ny sang nm khc chi tiu cho qung co vt c s tng trng GDP.

Nm 1997, chi ph qung co M tng 7% so vi nm trc . Nm 1998, 8%. Nm 1999,

10%. V n nm 2000 tng 10%. (Do nhng v tn cng khng b, nm 2001 l trng hp

ngoi l. Chi ph qung co gim 6%, ln th hai duy nht trong vng 40 nm qua m chi ph

qung co nm sau thp hn nm trc.)

Chi ph qung co M hin nay l 244 t -la mt nm, tc t k lc 2,5% ca GDP. Chi ph

ny xp x vi ngn sch chi cho B Quc phng l 291 t -la trong nm ti chnh 2000.

Mt s nc khc ang bt u gia nhp vo x hi bo ho qung co cng vi M. Hng

Kng, B o Nha, Hungary, Hy Lp v Cng ho Sc chi tiu cho qung co tnh theo t l

GDP cao hn c M. Mc d vy, hin nay nc M chim ti 44% tng chi ph cho qung co

trn th gii.

237 THNG IP TRONG MT NGY

C bao nhiu bc thng ip qung co chuyn n mt ngi dn bnh thng trung bnh

trong mt ngy? y l cu hi m nhiu chuyn gia v thng tin lin lc c gng tm cch tr

li vi con s c on l khng qu nm ngn trong mt ngy. Th nhng thng ip l g?

C phi l mu qung co nh trn tp ch hay chng trnh qung co 30 giy trn truyn

hnh? Lm th no m bn c th so snh mt trang qung co trn bo (c th cha 30 mu

qung co nh) m mt ngi c th lt qua trong na giy vi mt chng trnh qung co

30 giy trn truyn hnh? Liu c phi nhng ai xem c hai th u tip nhn 31 thng

ip qung co?

C mt cch khc tt hn c tnh mc hp th qung co tnh theo u ngi trong

mt ngy. Khon chi ph hng nm cho qung co l 244 t -la s chuyn thnh 2,37 -la cho

u ngi trong mt ngy.

i vi nhiu ngi, qung co c ngha l qung co trn truyn hnh. Chi ph trung bnh cho

chng trnh qung co 30 giy trn truyn hnh l xp x 10 -la cho 1.000 ngi tc mt xu

cho mt ngi. Do , trung bnh mt ngi s tip nhn 237 qung co trn truyn hnh (hoc

tng ng bi cc phng tin khc) mi ngy, tc l 86.500 qung co trn truyn hnh cho

mt nm.

237 qung co trn truyn hnh cho mi ngi trong ngy l qu nhiu. N chng khc g xem

trn mt b phim m chng c g khc ngoi qung co. V tt nhin khi ni tnh theo u

ngi s bao gm tt c mi ngi t a b n ngi gi. i vi mt ngi c thu nhp

18

kh v ang tui thanh nin th c th tin chc s c tip cn vi qung co nhiu hn

th gp bn hoc nm ln.

HIU NG GIY DN TNG

Khi s lng qung trn ngp th cc thng ip qung co nh giy dn tng. Hng ngy

qung co bao quanh chng ta t sng ti khuya. Khng ch c s lung qung co l gim tnh

hiu qu ca n m c s lng thng ip khc nhau m mi chng ta tip nhn hng ngy

cng vy. Hng nghin cu th trng CRM c tr s ti New York tin hnh iu tra v chi

ph qung co i vi chn trm ngn thng hiu khc nhau.

Do s lng qu ln v s a dng ca n, chng ta thng b ngoi tai mi khi nghe thy

thng ip qung co. Ch khi no xut hin qung co tht khc thng, chng ta mi ch .

Khng hn l c vt g ln l ngi ta s ch n n. Mt phng khch bnh thng c th

dng vi 190 trang bo New York Times. Th nhng d bn c trong phng khch nhiu

gi i na th cng khng ti no nh c mt chi tit nh no ca t giy dn tng ny c,

(Nu nh ti nh bn c dng giy dn tng th ln gn y nht c khch l n nh v ku

ln, Ch! Giy dn tng ny tht c sc l khi no.)

Bn c th c 190 trang qung co ca t New York Times vi mt kt qu tng t. Ngha l

chng ti no nh c mt chi tit no trong cc trang qung co c din tch n 120 mt

vung c.

Bn c bit Rosario Marin l ai khng? Th cn Mary Ellen Withrow? Bn khng bit ? L tht,

v bn nhn thy cc tn hng ngy trn mt tri t giy bc ca bn m. Mary Ellen withrow

l B trng Ngn kh ca M di thi chnh quyn Clinton. Cn Rosario Marin l di thi

chnh quyn Bush.

ng tin cng ging nh giy dn tng. Ngoi tr ch s ln in gc hu nh chng bao gi

bn ngi ta in ci g trn giy bc c.

Ni chung, qung co l th m bn t mnh rn luyn trnh xa n. Nu bn c ht mi

qung co th s chng cn thi gian u lm vic khc.

C mt s trng hp ngoi l. Khi nh v sinh ca bn b trn nc, bn s phi tra cun nin

gim tm th ng nc. Khi bn mun chuyn ch ra ngoi thnh, bn s phi tm mt

ngi nh mi trong cun danh mc qung co. Khi bn nh sp xp mt cuc hn h vi ngi

yu, bn c th kim tra li gi gic cc bui chiu phim trong s bo cui tun.

Tr mt s trng hp ngoi l nu trn, c th ni 90% s lng qung co cn li s b lit

vo loi chung chung. Ni cch khc, ngi ta mun thc y bn chn mua mt s thng

19

hiu nht nh. Nhng y qu l mt cng vic kh khn. Mt ngi tiu dng bnh thng s

lun ngh rng mnh bit thng hiu quyt nh nn chn mua ci no.

MT THNG IP THIN V

iu quan trng hn c, ngi tiu dng bnh thng lun cm thy thng tin c nu trong

qung co l thng tin thin v, mt chiu. N khng ni ln ton b cu chuyn, khng a ra

cc phng n khc, v thng gy sai lc. Khng c g l khi m nhn vin qung co ch xp

trn ngi i l bn xe -t.

Ai nh la ai? Sn phm ca chng ti cha vitamin nhiu hn, khong cht nhiu hn, cht

m nhiu hn cc sn phm khc trn th trng. Vng ng th, nhiu hn 1 phn trm.

Xe ti ca chng ti c dm xe di nht, thng cha hng di nht v chiu ngang rng nht

trong ngnh cng nghip -t. Vng ng th, c di hn mt t, rng hn mt t.

Cn y l li mi cho qu quen thuc khng ai snh c. Khng c pin no th hn

Duracell. Dch ra c ngha l: tt c u nh nhau.

Nhiu nm trc y khi qung co cn t hoc khng c, mi qung co u c hiu qu.

Ngi ta c v tranh lun rng ri cc mc qung co. Ngi ta mong i c cc trang

qung co in bn mu trong tp ch Life hoc theo di cc tit mc qung co trn sn khu nh

ht Texaco Star.

Nhng bn khng th sng li thi qu kh. Qung co khng cn mi m v hp dn nh

trc y. N nhiu qu mc. Qung co nay chuyn v Florida hng nhng nm

thng ngh hu.

Lm sao chuyn ny c th xy ra khi m qung co by gi nhiu hn so vi bt c thi k no

trc y? C v tng khi lung ln t l tnh theo u ngi. Lm sao m mt k thut thng

tin lin lc li ang suy tn c trong khi tnh ph bin ca n ang nh cao?

Lch s cho chng ta cu gii thch. Khi mt k thut thng tin lin lc mt i mc tiu chc

nng, n s chuyn thnh mt dng ngh thut.

2. QUNG CO V NGH THUT

Trc thi i ca sch in, th ca c dng lu truyn cc cu chuyn t th h ny

sang th h khc. Dng th ca d hn nhiu so vi dng vn xui ghi nh cc cu chuyn v

k li cho ngi khc nghe. Homer (vo khong nm 850 trc Cng nguyn) vit tuyt tc

The Iliad v The Odyssey bng th ca.

Ngy nay th ca vn ph bin nh thi Homer. S khch bit l ch th ca ngy nay l mt

dng ngh thut. Chc nng thng tin lin lc ca th ca khng cn na. Ngy nay hu nh

20

khng cn tc gi no dng th ca lm phng tin truyn thng tin bng ming. H dng

vn xui v sch in gip h truyn ni dung cu chuyn t i ny sang i sau mt cch d

dng.

HI HO CHUYN THNH NGH THUT

Trc thi i ca nhip nh, hi ha c dng lm phng tin lu truyn hnh nh vua

cha trong vng quc. Nh hi ha m ngi th h sau bit c ngi th h trc

mt mi ra sao. Trc thi i ca nhip nh, Rembrandt, Rubens, Raphael, Michelangelo,

Leonardo da Vinci, v cc ha s ni ting khc thng v tranh theo phong cch hin thc.

(Gn y c th gii ngh thut b sc bi gi thuyt ca David Hockney cho rng cc danh

ha c in, t thi xa xa n tn nhng nm 1430 dng cc thit b quang hc gip h

to ra cc hnh nh thc.)

Hi ho ngy nay cng ph bin nh thi Rembrandt. Ch c iu khc l hi ha ngy nay ch l

mt dng ngh thut gn nh thot ly hon ton khi hin thc. Trong khi nhip nh dn dn

chim lnh vai tr thng tin lin lc bng hnh nh th hi ho tr nn tru tng v tr thnh

ngh thut.

(Bn kh c th nhm ln treo ln ngc mt bc nh chp, th nhng nhng ngi lm vic

ti Vin bo tng Ngh thut Hin i New York treo ln ngc bc tranh Le Bateau ca ho

s Matisse ti 47 ngy cho n khi c ngi pht hin ra.)

S tng gp bi ca gi c l mt du hiu cho thy mt ngnh chuyn mn bin thnh mt

th loi ngh thut. Khi ng ni ca ng ni ca bn cho ha s lng v chn dung ca mnh

truyn li cho hu th, c th c ch tr tin th lao tnh theo gi vi mc khim tn. Gi y

bc tranh l mt tc phm ngh thut qu gi, cn gi ca n l v hn.

Mi nm trc, Portrait of Dr.Gachet (Bc chn dung bc s Gachet) ca danh ha Vincent van

Gogh c mt ngi Nht mua li vi gi 82,5 triu -la. Nu bc s Gachet ch mun cho

hu du ca mnh bit c mt mi ca ng ra sao, ng l ng nn chp nh chn dung v

nh th c th tit kim cho ai kh nhiu -la.

Ngh thut khng c chc nng; do ngh thut khng c gii hn xc nh gi tr ca n. Gi

tr ca ngh thut tu thuc mc ngi ta sn sng tr cho n. iu l th l ci gi li

ph thuc trc ht vo tnh qun chng, m bc tranh c c trn phng tin thng tin i

chng, ch khng phi ph thuc vo khi lng qung co ca Sothebys hoc Christies[4]

iu khc c thi c dng to ra cc tng thn thnh. Gi y khi hu nh khng cn ai

tin vo cc v thn bng , ng, hay g th iu khc tr thnh mt dng ngh thut.

Khng vn hoa no ti M c coi l hon thin nu khng c b su tp cc tng i bng

21

ng hay bng , nhng c rt t ngi n th cng. iu khc nay l mt th loi ngh

thut.

BIN QUNG CO THNH NGH THUT

Qung co s i theo con ng ging nh iu khc, hi ho v th ca tri qua. Marshall

McLuhan ni, Qung co l th loi ngh thut ln nht ca th k XX.

Khng ch c nhng chuyn gia nh McLuhan m cn nhiu nhn vt hng u trong lnh vc

qung co ang gn kt qung co vi ngh thut. Mark Fenske, mt cy vit qung co c uy

tn, ni ting nh cc qung co cho hng Nike v cc thng hiu khc ni, Qung co c th

l mt th loi ngh thut c sc mnh nht trn tri t. Nh qung co huyn thoi George

Lois t tn tc phm ln nht ca mnh l The Art of Advertising: George Lois on Mass

Communication (ngh thut qung co: George Lois bn v thng tin i chng).

Nhiu vin bo tng ln trn th gii ang lu gi nhiu b su tp cc sn phm qung co.

Tm p phch qung co ru vodka Absolut c ng khung v treo trn tng nh cc bc

ha. Mt cuc trin lm trng by cc tm qung co x phng Ivory c t chc ti vin bo

tng Smithsonian; cc tm qung co Coca-Cola c t ti Th vin Quc hi M, v Vin

bo tng Ngh thut Hin i M ang lu gi b su tp cc chng trnh qung co trn

truyn hnh.

Cc knh truyn hnh gom cc su tp qung co trn truyn hnh li ri pht thnh chng

trnh. Hng CBS c chng trnh Super Bowls Greatesr Commercials (cc qung co ln nht

ca Super Bowl). Hng ABC c Best Commercials Youve Never Seen (And Some You Have) (cc

qung co tt nht bn cha tng thy (v c mt s bn tng thy)). Hng PBS c Super

Commercials: A Mental Engineering Special (Cc siu qung co: mt chng trnh c bit v

k ngh tr tu).

Bn hy th bc chn vo vn phng ca bt c hng qung co no trn th gii v nhn ln

tng. Bn s cm thy mnh nh ang c mt ti mt nh bo tng ngh thut cc tranh

qung co c treo ht bc tng ny ni tip bc tng khc mt cch y n tng v

c t trong khung treo t tin.

Hy khoan , c th bn ang suy ngh. Cc hng qung co ch mun trng by cc mu sn

phm ca h thi m, c g l u? C th nh vy, nhng cc lut s u c trng by bn sao

cc b h s bo cha tinh t nht ca mnh. Cc bc s u c trng by nh nhng ca m

tuyt vi nht ca h. Chng ti cha bao gi thy hng qung co no (chng ti n thm

rt nhiu hng) em trng by cc biu giao dch thng mi vi khch hng ca h c.

Vy th vai tr v chc nng ca qung co l g? Bn hy th hi bt k ngi vit qung co

hay gim c ngh thut no xem. C phi l tng doanh s 10% cho khch hng hay gip

22

khch hng ginh gii S t vng ti Cannes? Nu nh h thnh tht, h s tha nhn mc ch

l kim tin m thi.

C g sai khi nh ng qung co vi ngh thut? C nhiu y, nhng iu c bn l nhng

ngi sng to ra cc qung co ngy cng quan tm nhiu hn n iu m hu th s ngh g

v tc phm ca h hn l iu m cc khch hng tim nng ngh v thng hiu.

V pha ngi tiu dng cng th, h ngy cng coi qung co l mt dng ngh thut hn l

mt phng tin thng tin lin lc. Chng phi t ln bn nghe ai tht ln, Ti va xem mt

chng trnh qung co s trn truyn hnh ti qua; ti sut ln xung sn nh v ci.

Khi bn ti hi ngi tn ca sn phm c qung co l g, cu tr li thng gp l, Ti

khng nh. V nu h c nh tn thng hiu c qung co i na th h s t v kh chu

nu bn hi tip liu h c nh mua sn phm khng.

Cch m ngi ta nhn qung co by gi chng khc g cch h c mt cun tiu thuyt hay

xem mt chng trnh biu din trn truyn hnh. H quan tm n cc nhn vt, cc tnh

hung, cc m mu m khng my may c ng c s c hnh ng g ng gp vo , k

c mua sn phm. ch l ngh thut. (Mt trong s ngi ngh rng k ton cng ang tr

thnh mt dng ngh thut ti mt s cng ty Enron[5] chng hn.)

BIN QUN S THNH NGH THUT

Trong x hi ca chng ta con ng gia chc nng v ngh thut c ngi ta cy

nt.Th ly mt v d in hnh thuc chc nng qun s, i gc.

Ti Hn Quc, vic i gc vo lc 2 gi sng l mt nghi thc n gin ch mt 20 giy.

C g c bit khng, Al?

Khng, ngoi tr y cn lnh hn a ngc.

Cu ht nhim v. i ng c ri.

Ti cung in Buckingham, vic i gc l mt nghi l cu k ko di n khong 20 pht. Cu

hi t ra l: Ngi lnh gc gc ci g?

Khng g c. Ti cung in Buckingham vic i gc tr thnh mt dng ngh thut.

Trc khi pht minh ra sng ha mai, thanh gm l mt v kh quan trng trong chin tranh.

Th m nhiu th k tri qua k t khi u kim chng cn chc nng g trong chin tranh.

Th nhng thanh kim c bin mt khng? Tuyt i khng. Trong cuc ni chin[6], tt c cc

s quan u eo kim. Ti ta hnh chnh Appomattox, Tng Lee u hng Tng Grant

bng cch trao thanh kim ca ng ta. Ngy nay, tt c cc s quan tng lai ti Hc vin Qun

23

s West Point u c thanh kim ca mnh. Thanh kim mt i chc nng ca n v tr

thnh mt dng ngh thut.

Bn c th nhn ra ngh thut bng cch da vo mc thng dng ca n trong ngn ng

thng ngy. Mc d thanh kim khng cn chc nng trong x hi ngy nay, nhng n vn

cn c mt trong ngn ng. Khng ai ni, sng bng sng, ch bi sng[7] ( Live by the gun,

die by the gun).

BIN CON NGA THNH NGH THUT

Trc thi i -t, nga l phng tin vn chuyn ch yu ca con ngi. Nhng nga c

bin mt cng vi s pht minh ra -t khng? Tuyt i khng. Ngy nay nc M c nhiu

nga hn bt k thi no trc y, nhng tht s chng cn ai dng n thun tu vn

chuyn. C nhng cuc ua nga, biu din nhy nga, v i d ngoi bng nga. Nga mt

i chc nng vn chuyn ca n v tr thnh mt dng ngh thut.

Hn by triu ngi M tham gia vo ngnh cng nghip nga[8], mt ngnh cng nghip c

doanh thu 112 t -la mt nm. Doanh thu hn c doanh thu kinh doanh vn ti ng st

nc M, mt chc nng ca ngnh vn ti.

THI UA VI NGH THUT HI HO

Ngnh ngh thut m nhng ngi lm qung co cho l gn gi nht vi h l hi ho. Cc

gim c ngh thut qung co (thc ra phi gi h l cc gim c v trnh by hay hnh

nh th ng hn) m phng cc chin dch qung co theo cc khuynh hng trong ngnh

hi ha.

Ch ngha ti thiu (Minimalism). Hu ht qung co thi trang s dng phng php

ngh thut ny do Mark Rothko khi xng. Mt tp qung co c tm trang giy in bn mu

lng trong tp ch New York Times gn y ch s dng c hai t trong ton b qung co. l

t Nautica trn trang 1 v t Nautica trn trang 8.

Ngh thut Pop[9] (Pop Art). Nhiu chin dch qung co ru c m phng theo

phng php ngh thut ny. Vi tn gi Chai v ly (bottle-and-glass) cc qung co ny gi

ngi tiu dng nh li cc sn phm hp Campbells ca Andy Warhol v Brillo. Cng v vy

m mt trong nhng qung co ru Absolut ni ting nht do chnh Warhol sng tc.

Ch ngha biu hin tru tng (Abstract Expressionism). Nhiu qung co siu th v

i l bn xe c cng ln xn nh bc trang sn du ca ho s Willem de Kooning. Hnh nh h

mun gy n tng l mi th u ang c bn.

24

Ch ngha siu thc[10] (Surrealism). Nhiu chin dch qung co cng ngh cao sao

chp phng php ca Salvador Dali. V d in hnh l qung co gn y ca Microsoft XP

trong c hnh ngi ang bay.

Ch ngha git gn (Sensationalism). Nhiu chin dch qung co bt chc tc phm

ca Damien Hurst, ngh s Anh ngi c nhiu hnh ng thi qu nh chm t i mt

con heo. Li ku gi ghi tn tham d cuc thi gii Atlanta Awards 2001 Addy khng c bn sao,

ch c mt bc tranh mt ngi m eo bng tn gim kho Addy i theo sau mt con ch

dn ng.

C GNG C NI TING

Xy dng thng hiu trong lnh vc ngh thut cng theo nhng nguyn tc ging nh xy

dng thng hiu trong lnh vc tip th. Bn mun tr thnh mt ngh s ni ting (hoc c

sn phm ni ting) bn phi l ngi i u trong mt chng loi mi. Sau mt thi gian cc

gii ph bnh ngh thut s t tn cho chng loi mi v gn n vi tn ha s ngi i tin

phong to ra chng loi . Chng hn, Ch ngha git gn v Damien Hurst. Sau y l cc v d

khc:

Trng phi n tng (Impressionism) Claude Monet

Trng phi k thut ha im[11] ( Pointillism) Georges Seurat

Ch ngha biu hin (Expressionism) Vincent van Gogh

Trng phi Cloison (Cloisonnism) Paul Gauguin

Trng phi u tr (Nave Painting) Henri Rousseau

Trng phi Fvit[12] (Fauvism) Henri Matisse

Trng phi lp th ( Cubism) - Pablo Picasso

Trng phi De Stijl hay Tn to hnh[13] ( Neoplasticism) Piet Mondrian

Trng phi hi ho hnh ng (Action Painting) Jackson Pollock

Trng phi ngh thut ng hc (Kinetie Art) Alexander Calder

Mt ha s khng th tr nn ni ting bng cch v bt chc Picasso.

Mt chic xe -t khng th ni ting nu c thit k sao chp chic xe Porch. Bi v l s

c o. l s sng to theo ng nh ngha thng thng ca t .

iu ny lm sng t t ng b lm dng v hiu sai nhiu nht trong lnh vc tip th.

25

3. QUNG CO V SNG TO

Nu bn tng lm vic cho mt hng qung co (nh chng ti), bn hn s ng vi

chng ti rng t ng b lm dng nhiu nht trong ngnh ny chnh l t sng to.

Bn thy y, no l phng sng to, gim c ph trch sng to, phng php sng to, chin

lc sng to, v nn tng sng to. Li t duy y l bt c ci g hay bt c ai nu khng

sng to th khng phi l qung co hoc khng nm trong hng qung co.

Vy th hnh ng sng to l g? Theo t in v theo cch hiu thng thng ca t ny, sng

to ngha l vic lm ra ci g c o, hoc mi m v khc bit.

Nhng nu c ci g c v quen thuc li tt hn ci mi v khc bit th sao? Khng sao

c, ci c v quen thuc s khng c dng ti bi v n khng sng to. Bi v sng to

chnh l ci m cc hng qung co c ngi ta tr tin cng. ng vy khng?

SN PHM V TNH SNG TO

Th nhng phi chng tnh sng to cn c trong sn phm hn l trong mu qung co? Phi

chng ct li ca vic xy dng thng hiu l to ra nhn thc rng thng hiu ng u

trong mt chng loi mi hn l to ra nhn thc rng mu qung co cho thng hiu l

mt mu qung co t ph?

Phi chng bn s gim nhit tnh mua mt sn phm nn bn nhn thy mu qung co cho

sn phm tuyt vi nhng bn thn sn phm li tm thng? V phi chng bn s d mua

mt sn phm hn nu bn thy qung co th tm thng cn sn phm th tuyt vi? Chng

ng sao khi nhiu ngi cho rng qung co chng lin quan g n h, chng qua ch l mt

th h phi chu ng c xem truyn hnh hay nghe radio? Hay ch l trang giy h phi

lt qua tm bi cn c trong tp ch hay t bo?

Do qu tp trung vo s sng to, cc hng qung co ng nhn rng tip th l trn chin

gia cc mu qung co vi nhau hn l trn chin gia cc sn phm. Cc hng qung co u

mun chin thng trong cuc chin qung co bi v n em li cho h gii thng, s tn vinh

ca gii truyn thng, v c hi lm n mi.

VN TH TRN I L MADISON[14]

Cng ging nh cc ngh s i tm kim s tn vinh, nhng ngi lm qung co rt nhanh nhy

lao vo cc mt thi thng mi nht. Cch y vi nm, cc loi ng vt l mt thi thng

trn i l Madison. Mt trong nhng nh qung co u tin sc so vn th chnh l hng

Energizer, i tng l cc ch th.

Th ri mt on diu hnh cc loi th din ra. Hng Coca-Cola chn con gu bc cc. Hng

bia Budweiser chn con kin, con ch, con chn, con hi ly v cui cng l con thn ln. tm

26

loi th cho ring mnh, mt nhnh ca Budweiser l Bud Ice t hi con vt no thch ung bia

ca h nht? Bn th on xem l con g? Cu tr li l con chim cnh ct. Th l Bud Ice

chn con chim cnh ct l biu tng qung co!

Postal Service chn con chim i bng. Merrill Lynch chn con b tt. Taco Bell chn con

Chihuahua[15]. Allstate chn con hu. Dreyfus chn con s t. Yahoo! chn c heo. American

Tourister chn kh t. E*Trade chn con tinh tinh. La-Z-Boy chn gu trc M. Cadillac chn

con vt. Ranger Rover chn con voi. BMW chn con ra. Con ra ? Ci my ng lc tt nht

li l con ra? Tc ti a, hai dm mt ngy.

Mt mu qung co hai trang giy gn y cho loi xe dng trong th thao Saturn Vue nht

ti 23 loi th khc nhau.

C nn hay khng nn a cc con th vo qung co? Ging nh mi cu tr li khc trong

lnh vc tip th, cu tr li ng lun lun l: ci cn tu thuc vo

Ci cn tu thuc vo bn qung b ci g? Nu bn mun qung b cho vn th th vic

a ra con th c th l mt kin hay. Nhng nu bn qung b cho -t th c l khng hay

u.

Th nhng nhng ci u sng to li ngh khc. Nu nh cha c ai dng loi th qung b

cho - t th li l mt sng kin hay. V cho thc s sng to, qung co -t c phi

a vo mt con vt m cha c ai khc s dng. V th l con ra c dng cho BMW.

Chc chn l cuc diu hnh ca vn th s cn tip din. C ti hn bn ngn chng loi

ng vt c v xi, t con chut ch ch nng c hai gam cho n con c voi nng n 140

tn. Tt nhin con c voi c Pacific Life dng mt ri, th nhng con chut ch th vn cn

, nu bn quan tm th xin mi.

CUC SN LNG CI MI M V KHC BIT

Al Ries tng lm vic cho hng Renault khi m hng ny ang tm cch qung b Renault

Dauphine cnh tranh vi Voilkswagen Beetle. ng gim c sng to trnh by s bi tr,

gm tm hnh chic xe -t b xu din tch ch vi xng-ti-mt vung nn pha sau l khong

khng trng xo ca c trang tp ch Life.

ng gii thch, Tt c cc mu qung co xe -t khc u dng tm hnh phng to chic xe.

Chng ta phi lm khc, ngha l dng tm hnh thu nh. Ci u sng to lm vic nh th

y.

ng vy, Al Ries tr li, Th nhng chic xe Dauphine trng p hn chic Beetle nhiu. V

y l li th duy nht chng ta c. Liu chng ta c nn dng tm hnh ln ni ln li th

hay khng?

27

Rt cuc chin thng thuc v s sng to, nh mi khi, v mu qung co c tung ra theo

k hoch. S lng bn ra khp vi kch thc ca tm hnh, v sau khng lu chic xe

Dauphine bin mt khi th trng.

duy tr ngn la sng to ca mnh, nhng ngi lm qung co thng i tm nhng

tng mi m v khc bit bn ngoi lnh va hot ng ca mnh. H tm n cc nh bo

tng ngh thut, cc rp chiu phim tm kim ci c o v khc bit.

H pht hin ra in nh l mt ngun cung cp cc tng c bit li hi. Cc hng qung

co thng thu cc nh lm phim nh Spike Lee, Woody Allen, David Lynch, Errol Morris, anh

em nh Coen, hay Guy Ritchie (c bit hiu l chng ca Madonna) lm chng trnh qung

co trn truyn hnh. Khi cc gim c sng to ca hng qung co mun c thng tin

trong s nghip, h thng i n Hollywood lm phim. (Trong s ny c Spike Jonze,

Michael Bay, David Fincher, Tarsen Singh.)

Bn thn ngnh cng nghip in nh cng ang lm le tr thnh mt dng ngh thut. Mt

cun phim ngh thut, hu nh theo nh ngha, l mt cun phim m chng c ai i xem, v

nu c vi ngi i xem th h chng hiu phim ni v ci g.

QUNG CO CHI CA NISSAN

Nhiu chng trnh qung co trn truyn hnh vay mn tng t ngnh in nh. Bn

cn nh chng trnh qung co chi ca Nissan vi nm trc y, c s dng cc con

bp b Barbie, Ken, v ngi trng ging lnh M Joe cng vi bi ht ca Van Halen You

Really Got Me? ( Anh thc s c em?).

y l cch m ci u sng to sng to mt chng trnh qung co nh th: (1) Mi

qung co xe -t u s dng nhip nh, do chng ta s s dng phim hot hnh hnh

ng. (2) Mi qung co xe -t u dng xe tht, do chng ta s dng xe chi. (3) Mi

qung co xe -t u dng ngi tht, do chng ta s dng bp b.

Lee Clow, gim c sng to c ca ngi nht ca ngnh qung co v b c ca mu qung

co Nissan trn, nh ngha sn phm sng to c tnh t ph l Qung co lm thay i

quy tc trong ngnh. Vnh vin.

S sng to kiu ny c cng ng sng to ht sc tn thng. Mu qung co c

tng danh hiu qung co xut sc nht trong nm bi USA Today, Time, Rolling Stone, Trin

lm -t Quc t, v rt ng cc nh bnh lun. Tp ch Adweek gi chng trnh ca Nissan l

chin dch qung co c nhc n nhiu nht ca nm 1996.

S sng to em li gii thng, nhng n c gip chin thng v mt doanh s bn? Kt

qu thc t tht ng bun. y l kt qu kinh doanh ca Nissan v cc i th cnh tranh

28

trong ci nm m Nissan tung ra chin dch qung co chi. Hng Toyota tng 7% doanh s,

Honda tng 6%. C ngnh cng nghip -t tng 3%. Cn Nissan gim xung 3%.

Trn trang nht t Wall Street Journal c chy hnh tt ln Chin dch qung co ca Nissan

ginh thng li khp mi ni, tr ti cc phng trng by sn phm ca n. Nissan cn b

mt v na. Cng ty Nissan Motor ti M ct gim 450 lao ng tr c, tc l 18% lc lng

lao ng tr c ca n. V v ch tch ca Nissan phi ri khi cng ty di sc p

chuyn qua mt v tr ti Republic Industries.

Trong khi hng qung co ca Nissan vn ung dung vi uy tn sng to nguyn vn khng h

st m. iu khng th tin ni l ngy nay h vn tip tc phc v thn ch v khng h

thanh minh g v chin dch qung co cho thng hiu . Clow bc b mi li ku ca v s

km hiu qu ca qung co cho Nissan bng cch thn nhin ni rng, Ti u c thit k

chic xe . (Nhng ng c gip g cho vic bn xe u, ng Clow.)

iu ny cng chng khc g li ni ca mt lut s, Ti chng bn tm nu nh thn ch ca

ti thua kin, vic bo cha ca ti l khng ch vo u c.

PHNG PHP BRUCE WILLIS

Qung co ni ting v hm hnh. Nu nh ngy nay Hollywood lm li cun phim The

Hucksters (Nhng k bn rong) th vai chnh trong phim chc s ri vo tay Bruce Willis.

Mt on qung co in hnh cho ru Knob Creek c vit nh sau: Ba li cho Johnny

ngi nh ti Hamptons cng nhng chung nga. Cn ti c mt hm ru Knob Creek.

Tip n l im nt: Ba chng bao gi quan tm nhiu n Johnny c.

Trong th gii qung co, Johnny nhn uc ngi nh Hamptons v cc chung nga. Cn

trong th gii thc, Johnny c th gp phi v kin co kh chu.

Di y l nhng tt ln ca mt vi mu qung co hm hnh trong lnh vc xe -t:

Rt him khi bn gp hai t ti tnh v cng trng trong cng mt cu. Chevy

Avalanche.

C th lm ngi ta khao kht s dng chn ga. Nissan Altima.( Rt him khi bn

gp hai t khao kht v chn ga trong cng mt cu.)

Khi ca ga-ra ng li, bn t nh: Ch, tht l l th. Lincoln LS.

N ging con qui vt trong mt b phim kinh d. Lun quay tr li ng s hn v

dng mnh hn. Honda CR-V

Cao hn c thng lu. Volkswagen Passat.

29

Chng khc mua pa-t gan ngng vi gi ca bnh kp pho mt. Hyundai.

iu tip theo bn thy l trng c Caviar c xp ln xe. Xe Jeep Gran Cherokee

Overland.

l mn bnh kp pho mt bo ngy trong x s u ph. Dodge Durango.

Chng ta s phi trnh by ngn gn thi CR-V c k hoch cui tun Honda CR-V.

Chng ti khng c lm cho cc xe ti khc cm thy bun v t ti, ch l v tnh

thi m. Chevy Avalanche.

AVS. AHC. VSC. y l b xp ch ti hay b gim xc cc tt? Lexus LX 470.

C th sui ngun tui tr chng phi l mt sui ngun. Audi A4.

Hy coi n nh mt thin thn h mnh nng hai tn. Jeep Grand Cherokee.

ng c 270 sc nga ca chng ti hn hn ng c ca bnkhoan , bn lm g

c ng c 270 sc nga. Chevy TraiBlazer.

Bn thch mt xa theo kiu no: kiu Thy in, shiatsu, Reiki, hay Lexus? Lexus LS

430.

Bn s vui th nht khi ngi trong xe c gh cao. Hyundai Tiburon GT V6.

y khng cm thy ang i trn ng. Ch c cm gic u ym Acura RSX TypeS.

Chic xe u ti b xc phm bi chnh bng gi ca n. Mitsubishi Lancer.

N c ai en[16] v vn hnh. Nissan SE- R Spee V.

N bt chp tt c, k c kiu dng. Cadilac Escalade EXT.

Hng triu ngi ang rt sung sng li nhng chic xe bun t. Ci g lm cho bn

khc thng n th? Chevy Impala LS.

Bn ch l mt vi m trong v tr. Nhng vn tt hn nu l ht vi m c thm sc

mnh. Chevy Tahoe.

No l ln hn, rng hn, sang trng hn. Ton l ba hoa. y mi l th thit.

Chevy TraiBlazer.

Vt cn cao ? Tnh cht ca chng ti l li ti v h gc n. Xe ti Chevy.

Mt s con b[17] cht vinh quang hn con khc. Xe ti Dodge.

Gip bn c cm gic u vit hn. Nissan Altima.

30

Hy th gii thch ln na xem ti sao li kt xe. Toyota Camry.

Nhanh v c ng c th quay u ch U nh. GMC Yukon XL Denali.

c xong cc dng qung co -t ni trn liu bn c nh ci no khng? Chc l khng. Ti

sao li phi nh nh? Tt c nhng mu qung co ny u dng th ngn ng khng thng

dng trong i thng khi ni v nhng chic xe -t. Phm l qung co th phi sng to.

Mt mu qung co -t m chng ti a thch nht lt t mc thi qu ca s sng to l

qung co trn mt trang bo cho chic xe Infiniti. Trong l tm hnh mt con thn ln nm

trn tay li ca chic xe 135 vi ch hai cu:

Khng c nim vui sng no snh bng chui vo chic xe 135 trong mt ngy gi lnh cm

nhn ci m p t tay li. C nh th nm cht tay li chic xe sedan 255 sc nga vn cha

tha mn.

Chng ti t hi liu hi m t tay li c hp dn b ra 30.000 -la mua chic xe Infinity

hay khng. Th nhng nhiu mu qung co xe -t theo li hm hnh chn vi cc ci tin

thc s ca xe.

Hy th c li qung co chic xe Sierra Denali ca hng GMC: Chng ti khng pht minh li

bnh xe -t. Chng ti ch ngh rng c bn bnh xe t phi li c. Ci b chn vi y

chnh l thng ti thc s. Chic xe ti nh u tin v duy nht trn th gii c tay li truyn

lc xung c bn bnh.

H thng li bn bnh c th l yu t thu ht mnh m i vi ngi mua xe ti, th nhng

tng ny cn c cch a tin ng tin cy ca phng tin truyn thng i chng. C bao

nhiu chic xe c h thng li bn bnh? Liu xe li bn bnh c gim c tai nn? Chnh

quyn Lin bang c kin g v chuyn ny? Liu c nn quy nh bt buc tt c xe mi phi c

tay li ny khng?

Cc nh qung co hay ni nhiu v s sng to v tng ln. Nhng ngay c khi qung co

cha ng mt tng ln (h thng li bn bnh c th l mt v d), th thng ip nh vy

li khng n uc vi khch hng tim nng v h khng mong i c th tm c nhng th

nh vy trong qung co.

c hiu qu, qung co khng cn sng to. N cn s ng tin cy.

4. QUNG CO V GII THNG

Ngy 22-11-1963, ti ba tic trao Gii thng cc Gim c Ngh thut hng nm, v ch tch

ca cu lc b ng ln bc v pht biu: Tng thng Kennedy va b m st. Nhng ti ngh

rng ng vn mun chng ta tip tc cng vic.

31

Nu bn mun tin thn trong lnh va qung co th khng c g quan trng hn gii thng.

iu ny khng ch ng cho mi c nhn m cho c hng qung co. Gii Oscar ca qung co

chnh l gii S t vng t chc ti Lin hoan Qung co Quc t c t chc hng nm ti

Cannes, Php. Nu ginh c gii thng S t vng ti Cannes bn s tr thnh cha sn

lm trong rng qung co.

Nu bn mun chim gii Cannes th ti c no l Gii Andy, Gii Addy, Clio, One Show,

Gii Cu lc b cc Gim c Ngh thut New York, Gii Kelly, Gii ca Advertising Age v hng

lot cc cuc tranh gii khu vc v ton quc khc. Khng c ngnh no a ra nhiu gii

thng nh ngnh qung co.

Cc hng qung co c mu mt th ho hc ch i bn bo co Gunn Report hng nm, s

dng h thng cho im rt rc ri chn ra ngi thng cuc qua 31 gii thng truyn hnh

v phim nh v 20 cuc thi in n. Tng cng c 17 nc c nu trong bn bo co. Nm 2001

gii thng ln c trao cho hng Leo Burnett, theo sau l BBD&O v DDB.

Nu bn l gio s i hc th quy lut tn ti l xut bn hay l cht. Cn nu bn l gim

c sng to trong ngnh qung co th quy lut l ginh gii thng hay l b xa s. (Mt

hng qung co hng trung bnh chi tin tham gia gii thng nhiu hn l cho nghin cu

c lp v khch hng.)

Sc p ginh git gii thng ln ti mc mt s hng to ra nhng mu qung co ch vi mc

ch tham gia cuc thi. Nhng mu qung co gi ny ang l au u cc nh t chc cc

cuc thi trn th gii. T Wall Street Journal gn y cho ng dng tt ln Mt o lut v

cnh tranh qung co chm dt nn qung co gi.

CHIN DCH B RIA SA

Trong nhiu nm qua khng c chin dch qung co no thu ht c s ch nhiu nh

chng trnh b ria sa Bn ung sa cha? do U ban Xc tin Ch bin Sa lng Quc

gia tin hnh.

Nhiu nhn vt ni ting nh Bill Clinton, Kelsey Grammer, Naomi Campbell, Joan Rivers, Vanna

White, Christie Brinkley, Lauren Bacall, Jennifer Aniston, Tony Bennett, Danny DeVito, hai ch

em Venus v Serena Williams, Patrick Ewing, Dennis Franz, v John Elway xut hin vi b ria

sa. Hu ht nhn vt danh ting u xut hin trong chin dch ny.

Nh mt th vn ha pop, chin dch b kch khng ngt. Ngi ta bt chc, ch

nho,v sao chp mi th trong cc chng trnh truyn hnh t Leno n Letterman, t kch

vui trn truyn hnh n cc b phim, t thip mng n o thun. Tp on xut bn Ballantine

thm ch cn cho xut bn cun sch v ti ny, cun The Milk Mustache Book (Cun sch

32

ni v b ria sa) ca tc gi Jay Schulberg vi ta ph Mt ci nhn hu trng v mt chin

dch qung co c a thch nht nc M.

Nu nh chin dch b ria sa l chin dch qung co c a thch nht ca nc M th ti

sao sa li khng phi l thc ung c yu thch nht nc M? Lng tiu th sa tnh theo

u ngi tip tc gim xung, t n im thp nht cha tng c vo nm ngoi.

Lee Weinblatt, ngi ng u mt cng ty nghin cu qung co, cho bit trong khi mi

ngi say sa v chin dch qung co b ria sa, doanh s bn sa vn c tip tc gim i.

Weinblatt gii thch, Nguyn do chnh khin cc c gi khng ung sa l v h s bo ph.

Trong khi khng c qung co no ni v vn ny.

T DUY CA KHCH HNG

Khch hng ngh g v nhng cuc thi ginh gii thng in r m cc ng trm qung co

ang theo ui? H c hai cch suy ngh.

i ng qun l cp trung gian cc cng ty t ra rt thch th vi cc cuc thi ny. Thy khng,

ngi ta nh gi qung co ca chng ta rt tuyt. V h em ra khoea cc cp vng v k

nim chng mt cch c ch khng km g hng qung co i tc ca h. H cng nhn thy

gii thng qung co rt c ch trong vic gip h thng tin trong s nghip, ngay ti cng ty

h ang lm vic hay bn ngoi.

Cn i ng qun l cp cao th hnh nh chng cn nh g n cc gii thng. Chng ti cha

tng nghe v tng gim c no khoe, Qung co ca chng ti ginh c gii thng nm

ngoi. Hoc h khng ngh gii thng l quan trng hoc h khng nhn thy c mi lin

h no gia ginh c gii thng qung co v tng doanh s bn, mt mi lin h m chng

ti cng khng thy c.

iu m chng ti nhn thy trong suy ngh ca cc nh qun l cp cao trong cng ty l nhn

thc ngy cng r v vic qung co mt i chc nng thng tin lin lc ca n v tr thnh

mt dng ngh thut. Khng mt gim c cng ty no mun b thin h ch l k khng thch

ngh thut, do vy m h chi ng cc hot ng qung co cng nh h chu ng cc bn

bo co hng nm tn tin, cc tc phm ngh thut t gi treo trong phng hp, b trang tr

chuyn ng Calder t trc sn c.

Qung co c th khng li lc g lm, nhng cng khng gy hi g.

Mt s ngi cn ngh rng kin trc cng ang ngng ca mt i vai tr chc nng v tr

thnh mt dng ngh thut. Th xem Vin bo tng Guggenheim mi Bilbao, Ty Ban Nha.

Thay v tun theo quy tc ca Mies van der Rohe (hnh dng tun theo chc nng) th nhiu kin

trc s ngy nay ang i theo Frank O.Gehry (hnh dng bt k min l sng to v gy ch .)

33

Bt k nhn vo u, bn u thy c mt khun mu. Chc nng ca hm nay s l ngh thut

ca ngy mai. Nhng vt bn nhn thy ti vin bo tng c th c dng v mt mc

ch chc nng no trong qu kh, nhng n cht v tr thnh ngh thut. Chic xe

Mereer Raceabout nm 1911 l mt vt trng by tuyt diu ngm nhn ti mt vin bo

tng xe -t, nhng n l mt phng tin vn chuyn qu ti.

Mt s nh qun l cng ty t ra t ho i vi sn phm qung co nh i vi cc b su tp

ngh thut ca cng ty mnh. H rt khoi ch khi c ngi khc nhc n chng trnh

qung co trn truyn hnh mi nht ca h. H cn khoi ch hn khi cc khu hiu qung co

ca h c truyn ming ti cc chng trnh kch vui v cuc biu din m khuya trn cc

knh truyn hnh.

Hng qung co DDB tuyn b, Con ng nhanh nht lm cho thng hiu ni ting l

lm cho qung co ca n ni ting. Mt th gii m trong ngi ta ngm nga cc bi v

qung co v nhai i nhai li cc cu khu hiu ca bn, s cm thy thoi mi hn khi th mua

sn phm ca bn.

(Bn hy y c s chuyn trng tm ch t nhn mnh sn phm sang nhn mnh

qung co. Chng ti ngh ng l ra h phi lm cho sn phm ng ch , ch khng phi

qung co ng ch )

CHIN DCH CI G VY? CA BUDWEISER

Khng mt cu khu hiu qung co no tr nn ni ting nhanh bng cu Ci g vy?

(Whassup?) ca hng Budweiser. Chin dch Ci g vy? ginh c nhiu gii thng hn

bt c chng trnh qung co no khc trong lch s, gm c Gii Grand Prix cho truyn hnh

v Cinema ti Cannes.

Tp ch Advertising Age a tin v s tng bng h hi n ra nh th no khi gii thng

Cannes c cng b nh sau: Cc on phim qung co bia Budweiser ca Cng ty Anheuser-

Busch do hng DDB Wordwide, Chicago thc hin c nhng ngi tham d i hi lin hoan

rt ngng m n ni trong khi chiu phim th cc c ta vn cn la ht khu hiu qung co

sau khi chiu qua cc on phim qung co sn phm khc?

Mt thnh vin ban gim kho chng trnh truyn hnh pht biu, Tht l mi m v l th,

mi ngi b n li cun. Ch mt khong nm pht ban gim kho ra quyt nh v gn

100% nht tr.

Nm sau, Budweiser li ginh c gii S t ng ti Cannes cho chng trnh qung co Bn

ang lm g ?, nhi li chng trnh Ci g vy? Th r August Bush IV, ph ch tch tip th

ca cng ty Anheuser-Busch c trao tng danh hiu Nh qung co xut sc trong nm cho

chng trnh qung co bia Budweiser rt xut sc v cht lng caotrong nhiu nm qua.

34

Khoan , th chin dch qung co Ci g vy? hoc Bn ang lm g ? c gip bn c

bia Budweiser? Trn thc t, lng tiu th bia Budweiser M ( ng trong thng) gim

xung hng nm trong mt thp k qua, t 50 triu thng trong nm 1990 xung cn cha ti

35 triu thng trong nm 2000. Ci g vy, Budweiser?

iu xy ra chnh l Bud Light. Trong mt thp k qua, mi nm Bud Light tng doanh s, t

12 triu thng trong nm 1990 ln 32 triu thng trong nm 2000. V trong tng lai khng

lu, Bud Light chc chc s vt qua Budweiser v doanh s.

Ti sao khng trao gii Grand Prix cho qung co ca bia Bud Light? V xt cho cng, l

thng hiu v ang tng doanh s bn ca n. Ch khng phi tng cho qung co ca

Budweiser, v thng hiu ny gim doanh s bn.

Bn c th khng hiu tm l ca cng ng nhng ngi sng to. Qung co l ngh thut.

N khng c lin quan g n doanh s bn. Bn lm nhim qu trnh sng to bng cch

a kha cnh thng mi vo.

Tr mt trng hp ngoi l, tt c cc gii thng qung co ln u khng xt n yu t

no khc tr bn thn qung co. Khng xt mc tiu ca qung co, khng xt kh nng lm

thay i v nhn thc ca khch hng, khng xt kt qu kinh doanh, khng g c, ngoi tr tc

ng ca bn thn qung co n ban gim kho.

(Trng hp ngoi l l Gii thng Effie, do Chi nhnh ca Hip hi Tip th M ti New York

t chc. Nh bn c th d on, cc nh sng to t khoe khoang v gii thng Effie, vit tt

t Effectiveness (Tnh hiu qu).)

C th Anheuser-Busch h tr Bud Light bng nhiu ng -la qung co hn l cho thng

hiu chnh Budweiser. Nhng thc t ngc li. Trong nm nm qua cng ty chi cho qung

co Budweiser nhiu hn 50% so vi qung co cho Bud Light.

GI TR DOANH S I CHI VI GI TR LI NI.

Vy vai tr v chc nng ca qung co l g? Bn t khi nghe thy cc nh qung co nhc n

cc t nh mc tiu th hng ha hay doanh s bn hng khi nghe h ni chuyn. Theo gim

c sng to ca hng qung co DDB th chc nng thc s ca qung co l to ra gi tr ca

li ni.

tng l a ra mu qung co m ngi ta mang n tn s lm bn lun hay dng

khu hiu qung co lm cu nhn trong cc ba tic. V th l, vi cht t may mn, cc cu

trong khu hiu qung co tr thnh khu ng.

Gi tr li ni, mt cm t do DDB sng tc, cn c gi l Nhn t Letterman Leno. Mi khi

xy dng mt qung co, ngi vit qung co hay gim c ngh thut c yu cu phi

35

xem xt liu cu qung co a ra c th lt vo danh sch Top Ten ca David Letterman hay c

c s dng trong cc chng trnh c thoi ca Jay Leno hay khng.

CHIN DCH C LM I CA NIKE.

Ngoi chng trnh qung co ca Budweiser ra, khng mt qung co no c gi tr li ni hn

qung co ca hng Nike. Cm t C lm i (Just do it) tr thnh mt khu ng ca tng

lp thiu nin. Nh cc qung co trn truyn hnh ca Nike tr nn rt ph bin.

Gn y h cn lm chng trnh vi s tham gia ca Vince Carter, Rasheed Wallace, Jason

Williams, v cc ngi sao bng r nh ngh NBA khc, tng bng v nhy theo cc iu rung

ng mnh. Cc chng trnh ny c gi l hoop-hop, trng ging nh mt chng trnh

nhc video hn l chng trnh qung co trn truyn hnh.

Thc ra, hng Nike a c mt chng trnh qung co di hai pht ln knh truyn hnh

ca nhc MTV. Vy tnh hnh kinh doanh ca bn thn hng Nike ra sao?

Khng c sun s cho lm. Bn nm trc, Nike chim 47% th trng giy th thao. Ngy

nay th phn ca n gim xung cn 37%. C phiu ca Nike gim t 75 -la mt c phiu

trong nm 1997 xung cn 56 -la hin nay. Hnh nh khu hiu C lm i c em p

dng vo mi th, tr vic mua giy Nike.

Vy ai ang ui gn Nike? Mt trong s l Reebok. V h lm c. H thu Allen

Iverson, mt ngi sao tr bng r nh ngh NBA ang ln qung co cho Reebok.

Trng hp khc l Skechers, mt thng hiu Phn-Nike vi cc chng trnh qung co c

ca s ngi sao Britney Spears tham gia v c nhiu gii tr a thch do tnh thi thng ca

n.

CHIN DCH CH TH ENERGIZER

Mt chin dch qung co khc to c nhiu gi tr li ni l chng trnh Ch th

Energizer. Ch th (Bunny) qua c cuc thi nh c a vo chng trnh ca

Letterman v Leno nhiu ln. Nhng cuc thi m Bunny khng vt qua c chnh l doanh

s. Hin nay th phn Energizer chim 29% th trng M, trong khi Duracell chim ti 38%.

iu k l l trong khi rt nhiu ngi bit n Bunny nhng khng phi ai cng bit n

Energizer. Mt s ngi li ngh l ch th Duracell. Mt th sinh tham d cuc thi vui

tut mt gii thng tr gi 100.000 -la do s nhm ln ny. Trong khi chin dch qung

co thnh cng ln, thng hiu li khng c nh vy.

Mt trong nhng vn ca chin dch qung co con th l Energizer ch l thng hiu xp

th hai, trong khi cc khu hiu qung co chung cho c mt chng loi li thng c gn

vi thng hiu xp th nht.

36

C lm i gn vi Nike, thng hiu ng u cc loi giy th thao. Ci g vy? gn vi

Budweiser, thng hiu ng u cc loi bia. Do vy ngi ta thng gn Bunny vi Duracell.

CU C M KHNG C LI CU

Tuy nhin, c ba khu hiu qung co ni trn u c chung mt sai lm cht ngi. l cu

c m khng c li cu. Khch hng tim nng bt phi mi, nhng chng bao gi mc vo

li cu ca thng hiu.

Ci g vy? Chng c g c, ti ch kht nc thi. C l ti s ngh gii lao kim mt

chai Heineken.

C lm i. Bn bit bn mun c i giy Iverson Reeboks lu nay ri. Hy i kim

mua ngay mt i.

Bunny cht. Chng ta cn thm pin. Hy mua mt hp Durcell.

Lch s qung co y ry nhng chin dch qung co ch em li s khng cho thng hiu.

Ngi ta ch a nh bng ci mi cu ch m khng h bn tm a thm vo ci li cu c

th thc y c khch hng.

Chin dch Yo quiero Taco Bell v con ch Chihuahua. (Doanh s st gim v hp

ng qung co b ct.)

Chin dch Nhp p tri tim ca nc M cho hng Chevrolet. (Chevrolet mt v

tr dn u v tay Ford.)

Chin dch C nhng th ng tin khng mua c. Nhng tt c cc th khc u

c MasterCard. (MasterCard lin tc tt hu so vi VisaCard.)

Nhng khu hiu trn v hng trm khu hiu qung co khc l nhng li ng mt m tai.

Ngi ta c th ghi nh chng, thm ch lin h chng vi tn thng hiu, nhng chng khng

thc y c cng chng mua hng thng hiu . Chng khc g i cu c m khng c li

cu.

CHIN DCH CA ALKA-SELTZAER

Nhiu nm qua khng qung co no c ngi ta hoan h n nhn bng cc chng trnh

qung co ca Alka-Seltzer. Mt c v mi ci chun b mn s kho cho chng. Mt ci d

dy bit ni ni gin vi ngi ch ca n v n phi mn pizza cay. Mt ging ni kh khn

ca mt din vin kch truyn hnh vang ln, i m i, y l mn tht bm trn gia v.Cn

ngi ch phm n th rn r, Ti khng th tin ni l mnh n tt c nhng th ny.

Tp ch Advertising Age chn Alka-Seltzer l chng trnh qung co tt nht xp th 13 ca

mi thi i.

37

Tit mc i m i ca chng trnh qung co Alka-Seltzer c bu chn l chng trnh

qung co bun ci nht ca mi thi i theo cuc thm d d lun do cc knh thuc mng

li MTV tin hnh.

Vy th ngy nay Alka-Seltzer ra sao? Dt khot l ang cn c iu tr thuc thang. Tp ch

Forbes nhn nh, Mc d c vi chng trnh ln nht trong lch s qung co, nhng hin

nay Alka-Seltzer ang m yu.

5. QUNG CO V NHN THC

Ngi ta tin, nh tin vo tn iu, rng mt trong nhng mc ch c bn ca mt chng trnh

qung co l lm tng nhn thc ca khch hng i vi thng hiu. V cn c cch no tt

hn tng nhn thc ca khch hng bng cch tung ra chin dch qung co thu ht c s

ch ca d lun.

c c s ch phi mt tin hnh nh tr thnh phng chm ca gii lm qung

co. Th nhng s ch m khng c ng c th y ch l mt phm cht v ch m thi. Khi

nhn mt chic xe Volvo th nghim m vo bc tng thp th cuc va chm khng nhng

lm bn ch , m cn cng c thm uy tn ca xe Volvo v tnh nng bn vng ca n trong

tm tr bn. Nhng khi mt qung co ch gy c s ch m khng gy c ng c thc

y th chng lm c g c.

Gii qung co lun tm mi cch thu ht s ch ca bn. Nissan dng nhng con bp b.

IBM nh n c ngi v gia c. Hng Pets.com dng nn con ri bt tt. Taco Bell dng ch

Chihuahua. Embassy Suites dng con mo Garfield. Outpost.com dng c chut nhy trong tr

chi bn sng thn cng. Xerox o c Leonardo da Vinci ln qung co cho dy chuyn my

photocopy ca mnh.

Nu y ch l nhng v d ring l ca cc qung co thi qu th l mt nh. Nhng y khng

phi nh vy. Mi ti trn cc knh truyn hnh, bn u c th nhn thy nhan nhn cc

chng trnh qung co lon x. (Chng trnh qung co c th cn tt hn cc chng trnh

biu din khc, nhng n c gip bn bn c hng khng?)

Chng ta hy xem xt k hn vn v s nhn thc v vai tr ca vic gy s ch .

VT QUA PH THNG HIU (BRAND SPECTRUM)

Chng ta hy nhn vo ph thng hiu: mt u l cc thng hiu t ngi bit n v u

kia l cc thng hiu m mi ngi u bit. S nhn bit thng hiu hnh nh tun theo

ng cong hnh chung ln ngc. Hu ht cc thng hiu c phn b hai u ca ph

thng hiu. im gia l t nht.

38

Mi ngi u quen thuc vi thng hiu Taco Bell. Nhng hu nh chng ai bit n

Outpost.com. Tng t nh vi tn nc. Hnh nh ai cng bit n Afganistan, nhng t ngi

bit n Turkmenistan. Bn hy th hnh dung tn mt nc, hay mt thng hiu m c t l

nhn bit l 50%. iu khng d dng cht no.

Cc hng qung co thng l gii cc chin dch gy s ch l dnh cho thng hiu t c

nhn bit. Chin lc y hnh nh l chng ta cn lm cho khch hng tim nng bit chng

ta l ai trc khi chng ta c th bt u thng tin cho h bit li ch khi h mua bn vi chng

ta.

Nhng nu bn cha h bit g v cng ty th lm sao bn c th ch n thng ip do cng

ty a ra? Bn c th nh hnh nh con chut nhy, nhng s chng nh g n thng hiu

Outpost. (Nu bn gp Tng thng George Bush ti mt ba tic chiu i, chc bn s ghi nh

s kin sut i. Nhng nu bn gp mt George Burke no ti cng ba tic chiu i

, chc bn s chng qun thi.)

Xem truyn hnh cng tng t vy. Bn s ch nh thng hiu m bn quen thuc v s

chng nh thng hiu l. Bn thm ch chng c nh tn thng hiu m bn cha bit.

iu tht l ng bun. Gim c ca mt hng qung co ni ting th gii c ln n v

nhng hng non tr ca chng ti nh sau, H s chng lm nn tr trng g nu ti cha bao

gi nghe ti h. Nh vy hoc l bn ni ting hoc l k v danh; hnh nh khng c v tr

gia.

Vy lm sao bn c th chuyn t cc ny sang cc kia trong ph thng hiu? vt qua

ph thng hiu, qung co l con ng qu kh khn. Bi v qung co c hai im yu. Th

nht, bn thn qung co khng c ngi ta tin cy. Th hai, mt thng hiu m t ai bit

n cng chng c ai tin cy c: S chng lm nn tr trng g nu thng hiu ti cha

bao gi nghe thy.

PR c th gii quyt c c hai vn . Mt thng ip nu c pht ra t mt ngui

c coi l khch quan s ng tin cy hn. Hn na, bn thng mong i phng tin

truyn thng i chng s cho bn bit ci m bn cha bit n bao gi. chnh l nhim v

ca gii truyn thng.

Bng cch no lm cho Turkmenistan ni ting? Chc chn khng th dng qung co c

ri.

(Thnh thong cng c trng hp mt thng hiu v danh c th c kh nhiu ngi bit

n nh qung co. Chng hn chin dch qung co con vt ca AFLAC. Th nhng AFLAC c

thu c li ch g t qung co li l chuyn khc. Ngi ta bit n chng trnh qung

co con vt, nhng chng bit AFLAC lm ci g hoc tn vit tt ca n c ngha g.)

39

Gi s rng thng hiu ca bn cc bn kia ca ph thng hiu. Ai cng nghe ni v

thng hiu ca bn. Th th chng trnh qung co gy s ch s c gi tr g i vi

thng hiu m mi ngi bit? N s khng l tng mc nhn bit i vi thng hiu,

khi n t 90% hoc 95% th c l khng cn tng na.

Nhiu qung co cho thng hiu cc cao ca ph thng hiu nhm gy s ch m khng

mang theo thng ip no c. Chng hn chng trnh qung co theo phong cch t do

hoc hoop- hop ca hng Nike. Mc ch qung co ny l g? Chng khng phi tng thm

mc nhn bit thng hiu v Nike ni ting sn ri.

DU HIU PHN BIT TNH SNH TO

Ch gy s ch v khng a ra thng ip, l du hiu phn bit qung co sng to.

Khi bn loi b mi chi tit lm gim gi tr gii tr ca mt chng trnh qung co, bn s to

ra mt tc phm ngh thut qung co thun ty. l nhng qung co ginh c cc

gii thng.

V ng u mt hng qung co sng to nht th gii c ln tn dng mt chng trnh

qung co trn truyn hnh do hng ca ng ta thc hin cho cc siu th Bayless. Chng trnh

qung co c hai cnh.

Cnh mt, gii thiu v cun giy v sinh: Tha Qu b, Qu ng, v giy v sinh. Ngay lc ny,

v ch trong thi gian c hn, qu v c th tm mua giy v sinh ang bn ti siu th Bayless.

V

Cnh hai, cun giy v sinh nh trn vi mt ng bng giy carton t bn cnh: Bn trong

mi cun giy v sinh, qu v s nhn c mt ng carton min ph! (Tn bng hiu) Bayless

mi.

Chng trnh qung co ny, ot gii S t bc ti Cannes, mt ln na chng minh rng

nhng tng ln khng ph thuc vo chi ph sn xut ln hay b, dn li v ng u hng

qung co sng to nht th gii.

Mu qung co ny c th l ng nghnh, nhng chng c tc dng g vi ngi tiu dng. Liu

bn c th hnh dung c ai su khi xem qung co ny trn truyn hnh s tht ln, Chng ta

n ngay siu th Bayless i. ang bn h gi giy v sinh? Chng ti th khng th tng

tng ni.

(y l chng trnh m chc ch c Andy Warhol (gii thng) thch m thi.)

Bn khng th bnh vc cho chng trnh qung co cun giy v sinh vi lp lun rng n s

lm cho siu th a ra mu qung co ni ting. Bayless l siu th ni ting lu nay

ti Arizona, ni t cc ca hng ca n.

40

U L NGUYN NHN? U L KT QU?

Cc nh lm qung co thng bnh vc qung co ch gy s ch dc trn lp lun cho rng

n lm cho sn phm tr nn ni ting. Th nhng thc t th ngc li.

Con ch Chihuahua khng lm cho Taco Bell ni ting. Chnh Taco Bell lm cho con Chihuahua

ni ting. Th Bunny khng lm cho Energizer ni ting, m chnh Energizer lm cho n ni

ting. Chng trnh Doughboy (ngi a bnh) c Pillsbury khng lm cho Pillsbury ni ting,

chnh Pillsbury lm cho Doughboy ni ting. Con ri bt tt khng lm cho Pets.com ni ting,

m chnh tin ca Pets.com lm cho con ri ni ting. Bp b Baby Bob khng lm cho

FreeInternet.com ni ting. Chnh tin ca FreeInternet.com lm cho Baby Bob ni ting.

Vy u l nguyn nhn v u l kt qu? Cc biu tng qung co t khi lm cho thng

hiu tr nn ni ting. M ngc li, chnh thng hiu ni ting lm cho cc biu tng tr

nn ni ting.

i vi cc thng hiu nm v tr gia vi mc nh (ngi a bnh) c Pillsbury khng

lm cho Pillsbury ni ting, chnh Pillsbury lm cho Doughboy ni ting. Con ri bt tt khng

lm cho Pets.com ni ting, m chnh tin ca Pets.com lm cho con ri ni ting. Bp b

Baby Bob khng lm cho FreeInternet.com ni ting. Chnh tin ca FreeInternet.com lm cho

Baby Bob ni ting.

Vy u l nguyn nhn v u l kt qu? Cc biu tng qung co t khi lm cho thng

hiu tr nn ni ting. M ngc li, chnh thng hiu ni ting lm cho cc biu tng tr

nn ni ting.

i vi cc thng hiu nm v tr gia vi mc nhn bit ca khch hng khong 50% th

sao? Liu qung co c th y cc thng hiu ln mc 90% c khng?

Cu tr li l c th. Nhng nn nh rng trong thc t, cc thng hiu nm v tr trung bnh

c th i theo mt trong hai hng. Hoc chng ang trn chuyn ln v tr cao trong ph

thng hiu, hoc chng trn ng tt xung di. Khi ang chuyn ln v tr cao hn,

thng hiu khng cn n qung co, v khi thng hiu ang i xung th qung co cng

chng cu vn c.

Thc t c rt t nhn vt ni ting mt na, cng nh thng hiu ni ting mt na. Hoc l

ni ting hoc l khng.

6. QUNG CO V DOANH S

C mt thi ngi ta gi n l Li nguyn ca Clio. l gii thng m h c hng qung co

no nhn c gii ny nh qung co cho mt khch hng no , th y nh rng, hng qung

co s mt khch hng ny vo nm sau.

41

Qung co c trao gii thng hnh nh chng bao gi lm tng doanh s m khch hng

ca hng qung co mong i.

Cu chuyn v Joe Isuzu

Bt chp s rm beng m m cc chin dch qung co ni ting to ra, c rt t chin dch nh

vy em li kt qu lm tng doanh s cho thng hiu tng xng vi mc rm beng ca

n. Ai c th qun c Joe Isuzu, ngi i l bn xe, chuyn ni di, t nhng nm 1980?

Chin dch qung co Joe Isuzu do din vin David Leisure th vai c pht sng vo thng 7-

1986. Mt nm sau, s lng xe Isuzu bn c tng ln rt t, ch c 1,7%. T n lao xung

dc.

Nm 1988, s lng xe Isuzu bn ra gim i 38%. Nm 1989, gim 34% so vi nm trc. Nm

1990, gim 64% so vi nm trc.

Nm 1991, cng ty con Isuzu ti M, American Isuzu Motors sa thi i l qung co, tc gi

ca chin dch qung co Joe Isuzu. Nm 1992, Isuzu tuyn b s chm dt sn xut xe ch

khch.

Cu chuyn l vy. Chin dch qung co thnh cng nhng bnh nhn li cht.

Nhiu nh qung co bo cha cho s thiu thnh cng ca Isuzu bng cch cao s ni ting

ca chin dch. Mc d Joe Isuzu ch l ngi i l bn xe, c th s ni ting ca anh ta gip

cho vic bn c nhng chic xe ti Isuzu. Nhng hy nhn vo cc con s. Nm m Joe Isuzu

c a ln sn khu cng l lc Isuzu ang c ma bn cc loi xe (c xe du lch ln xe

ti) trn nc M, vi tng s xe bn c l 127.630 chic trong nm 1986.

Chng bao gi Isuzu c th bn c nhiu xe nh vy trn nc M na. S lng bn hin

nay l di 100.000 chic mt nm. Vy bn th on xem American Isuzu Motors s lm g

khc phc tnh hnh ny. Bn on ng. H ang a Joe Isuzu tr li.

Bruce Horovitz vit trn t Chicago Sun-Times, Vi doanh st st gim v hnh nh m

nht, American Isuzu Motors ang quay tr li vi mt trong nhng thn tng qung co ni

ting nht.

Vi k lc c ca Joe Isuzu, ti sao cng ty phi thu li anh ta? Tht v l, nhng iu ny cho

thy t duy qung co truyn thng thng tr gii lm qung co n mc no.

Mc tiu ca qung co truyn thng khng phi lm cho sn phm ni ting m lm cho

qung co ni ting. Thay v to ra gi tr doanh s, qung co truyn thng tm cch to ra gi

tr li ni.

42

Chng trnh Joe Isuzu tht l th v, nhng trong cuc sng thc ai s i mua xe t g bn

hng chuyn ni di? Ti sao bn phi mua xe ca cng ty c ngi i l bn xe chuyn ni di

trn truyn hnh? ng lc thc y khch hng u? Ton l mi nh nhng khng c li

cu.

Lp lun v sn phm ng hng (Parity Product)

Mt l do khc a Joe Isuzu ln truyn hnh l lp lun v sn phm ng hng. Theo li

t duy ny, i vi cc loi sn phm c thm nin nh l bia, -t v giy th thao th tt c

cc thng hiu ca chng l nh nhau. l nhng sn phm hoc hng ha ng hng. Theo

truyn thng, qung co cc sn phm ng hng khng nhm mc ch thng tin c ci g

ni? m l gii tr.

Li t duy ny thm vo u i ng sng to cp cao ca nhiu hng qung co. Cc nh

sng to nhanh chng nhn thy cc sn phm ng hng hu ht cc chng loi sn phm

m h gp phi. y l l do na cc qung co nhm vo mc ch gii tr tip tc ra i bi

nhng ngi m l ra l nh lm phim th ng hn l nh qung co.

C mt l hng trong li t duy sn phm ng hng. Trong khi nhiu sn phm c th kh

ging nhau, c rt t nhn thc chung v sn phm ng hng.

Bia Bud Light v bia Miller Lite c th l cc sn phm ng hng trong mt ci chai, nhng chc

chn khng phi sn phm ng hng trong tm tr khch hng. Bud Light l loi bia cng

nhau ca gii tr. Trong khi Miller Lite l loi bia tng cho gii ln tui.

Tip th khng x l vn ca sn phm m x l vn nhn thc. thc hin mt qung

co hoc mt chng trnh quan h cng chng thnh cng, bn phi sng to ra nhiu th

hn l gii tr li ni. Bn phi x l nhng nhn thc kh chu trong lng khch hng.

Thng tin i chng hay PR l con ng c hiu qu hn qung co x l cc vn nhn

thc .

C ngi cho rng s tht bi ca qung co l tng kiu ngo cho rng d tip th c vn

g i na th li gii lun l qung co thm na.

C mt cu chuyn ni v mt cng ty gp nhiu vn rc ri. No l phng tin sn xut lc

hu, no l gi thnh sn phm qu cao, v khch hng chuyn sang mua sn phm ca i th

cnh tranh. Gim c cng ty ny hi gim c hng qung co ca mnh, Chng ta phi lm g

by gi?

Gim c qung co tr li, Ti xin ngh mng li truyn hnh.

Nu nh trong hm dng c ca bn ch c ci ba th mi vn u trng ging ci inh. Nu

nh bn ang iu hnh mt cng ty qung co th ci nhn ca bn cng ging nh vy thi.

43

Nu nh cht lng (phi c l s sng to) khng gii quyt c vn trong qung co th

c th s lng s gii quyt c. C th bng cch tng s lng qung co cng ty s thnh

cng. Chng ta hy xem mt s qung co ln nht gn y h lm n nh th no.

Cu chuyn ca Chevrolet

Trong nhiu nm, Chevrolet l thng hiu c qung co nhiu nht nc M. Nm ngoi,

General Mortors b ra 819.200.000 -la qung co cho nhn hiu Chevrolet ca n, 67%

s tin l chi cho qung co trn truyn hnh.

General Motors thu c g t s tin 819 triu -la chi cho qung co? C phi Chevrolet l

nhn hiu xe -t bn c nhiu nht? Khng phi. Thc ra, l xe Ford. C phi Chevrolet

l nhn hiu xe ti bn c nhiu nht? Khng phi. Thc ra, l xe Ford.

Chi ph m General Motors chi qung co cho nhn hiu xe Chevrolet ca n ln hn 39%

so vi chi ph qung co xe Ford ca Ford Motor Company. Tuy vy xe Ford li bn c nhiu

hn xe Chevrolet 33%.

No, bn c th ngh rng cc v bn Chevrolet s chng b ra nhiu tin nh th nu nh

chng trnhh qung co khng c hiu qu. (V chnh ph ca chng ta cng chng chi n

20 t -la mt nm tr cp cho nng tri nu chng trnh khng c hiu qu.)

y khng phi l hin tng ch xy ra trong mt nm. Lin tip trong nm nm qua, Chevrolet

lun qung co nhiu hn nhng li bn c t hn Ford.

Nm nm v trc, Ford bn nhiu hn 28% so vi Chevrolet. Th ri chin dch qung co ca

Chevrolet bng n. Trong vng nm nm, Chevrolet chi n 3,4 t -la cho qung co so vi

2,9 t -la ca Ford.

Khng phi c qung co nhiu hn i th l s bn c nhiu hng hn i th . Ngy

nay Ford gia tng khong cch, dn trc Chevrolet t 28% ln 33%.

Nu so snh qung co tnh theo u xe cn thy r hn. Hin nay Chevrolet chi 314 -la

qung co cho mt chic xe bn c so vi 170 -la ca Ford.

No by gi bn s lm g nu gi s bn l ngi ph trch b phn Chevrolet ca hng

General Motors? Tng hay gim chi ph qung co.

Cu chuyn ca AT&T?

AT&T l thng hiu m chi ph qung co dnh cho n ln th hai nm ngoi. Thng hiu

AT&T c nng bng s tin 711 triu -la chi cho qung co. Vy AT&T hin lm n ra

sao? Khng tt cht no.

44

Hng thng tin lin lc AT&T ang lao ao, tm cch bn li b phn kinh doanh in thoi cho

cng ty n em ca n l Baby Bell, v c k hoch sp nhp dch v truyn cp vi Comcast.

Theo t New York Times, i vi AT&T, n lc bn li b phn kinh doanh in thoi, bao gm

cng ty c khch hng in thoi ng xa ln nht, l mt du hiu na cho thy mt chin

lc kinh doanh m mm v mt cuc chin ko di v gi cc in thoi ng di lm

cho cng ty ch cn l mt ci v tn t so vi trc y.

C l, v ch c l thi, AT&T cng c mt chin lc qung co m mm.

Cu chuyn ca General Motors

Hy tm gc cc thng hiu ring l nh AT&T v Chevrolet, v chuyn sang xem xt thng

hiu chung General Motors (GM) mt cch tng th. Nm 1994, Ronald Zarrella t cng ty

Bausch & Lomb gia nhp GM vi chc v gim c tip th. S mng ca ng ta: em cc

nguyn tc qun tr thng hiu p dng vo cng ty ln nht th gii ny.

Theo t USA Today, v gim c tip th mi ca General Motors mun p tan tnh nim tin c

l ca ngnh cng nghip -t cho rng sn phm l vua. Ron Zarrella cho rng tng lai ca

GM ph thuc vo cch tip th tt cng nh c sn phm tt. Trong ngnh cng nghip ny

ngi ta tin rng sn phm l tt c - khng phi nh vy.

Trung thnh vi gc qun tr thng hiu ca mnh, mt trong nhng iu u tin m ng

Zarrella lm l m my np nhin liu cho qung co.

Nm 1995, General Motors l nh qung co ng th ba trn ton nc M, tiu tn

2,1 t -la.

Nm 1996, General Motors l nh qung co ng th hai trn ton nc M, tiu

tn 2,4 t -la.

Nm 1997, General Motors l nh qung co ng th mt ca nc M, tiu tn 3,1

t -la.

Nm 1998, 1999 v 2000, General Motors li vn l nh qung co ln nht nc M,

tiu tn ln lt qua cc nm l 3 t -la; 4,1 t -la v 3 t -la.

Vy th General Motors thu c g t s tin qung co ?

Nm 1995, th phn ca General Motors st gim t 34% xung cn 33,9%.

Nm 1996, th phn ca General Motors st gim cn 32,3%.

Nm 1997, th phn ca General Motors st gim cn 32,1%.

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