Website: Email : Tel (: 0918.775.368
MỤC LỤC
LỜI MỞ ĐẦU......................................................................................................3
CHƯƠNG I
TRUYỀN THÔNG MARKETING TRONG
DOANH NGHIỆP HIỆN ĐẠI............................................................................4
I .KHÁI QUÁT VỀ TRUYỀN THÔNG MARKETING ....................................4

 !
II. CÁC BƯỚC TIẾN HÀNH HOẠT ĐỘNG TRUYỀN THÔNG .....................6
" #$%&'() *
+,-.,/
0+1'2-.,/
345'-67
!34589:;:'7
*5<5=>?@
/A,''?@
III. XÁC ĐỊNH HỖN HỢP XÚC TIẾN VÀ NGÂN SÁCH DÀNH CHO
TRUYỀN THÔNG..................................................................................................9
+1BC:DE'@
'-6''B1FGH
IV. CÁC CÔNG CỤ TRUYỀN THÔNG CHỦ YẾU .........................................11
I
+C:#J;>>KLM;:NO*
0I?@
94:'
!";P4:'0
V. VAI TRÒ TRUYỀN THÔNG MARKETING TRONG KINH DOANH
HIỆN ĐẠI..............................................................................................................26
Q=R-6#;%*
ST;P;%7

-6cbA;P;%
-6ccb"GF9A"`QA-6SQ

Khoa: Quản lý 0 SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
CHƯƠNG I
TRUYỀN THÔNG MARKETING TRONG
DOANH NGHIỆP HIỆN ĐẠI
I .KHÁI QUÁT VỀ TRUYỀN THÔNG MARKETING
1. Bản chất của hoạt động truyền thông
d";PF::<-EBC:DE'_F<9
#L";PeB9%'Y$G)%L$%L891-.
LKf-ELK;%%'
><98G'g898%'$:'L5
S 8,Y$5F5<9;P
Q=%';%-.h29
'2'"G%:-.-E%'G)%L:
<-E<9b
- Quảng cáob?5 2XX:'89
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"LKC<9;:-6 G'gM 

5LMKK;P:;:-6 BC:#R
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Website: Email : Tel (: 0918.775.368
- Phương tiện truyền thôngb;K9Y'-E)
X-.,
- Giải mãb39: Y-.,B)<i'$,89 $
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- Người nhậnb39-E,M,'%$)X89<9;
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jPhản ứng đáp lạib39,'E'='29-.,Y-EG;:'
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jPhản hồib"'(G4'2-.,-EU<$
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2. Xác nhận người nhận tin
Q-.,><9;9LK#?;989
;9ZM=-.:1=-.X89
_-E,Y$<9FMY-.h2M=XL$
(C
SB1-E,Yiw<X8X$MY
'X'-62MG%'M<45'-61
kQw<9Y-UX=8Y aY-:9aYUFa
3. Xác định phản ứng của người nhận tin
"LKs<99-.,(
'B1;9M89Go-5:
989Y-U X95A]P\9
>E'
YG;;9LK9-.4
(#:MY<9b,#:M$MYM-U899
8-.<9B1BPG-.K%sU2
9$Y:<-E>E'$-5X2Y<E6

YC''<89E'<ifZ-.,289>'
%p8%8X-.,
Khoa: Quản lý 7 SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
jHình thức thông điệp : A'-E-'-6$X
-.,M8 8,'(Y= 2G_$CG4CiM
'(>X<-6'M 89K'<M;>r8981>'
R#
6. Chọn lọc những thuộc tính của nguồn tin
Q?-E(Y,-:9M:9GoZ-.>
:'LS 8,(<9?Y,Y#:<9Z,
?-E<9>KMG489>;
- Tính chuyên môn :<92K9#KXM-EBN\
,Y$$$ 8<w84K9Y
- Tính tin cậy :<KX8?'-E;9,89
;894XFMY>X29BN89?
- Tính khả ái b2:C8X?X29
Q='g-,9M>9-X894K;:?UK;
7. Thu thập thông tin phản hồi
n;'-EM-.'':9K2
Y8X;9LKY,-EY;M5;
:',YM5-:9k(','(89
>BXY$C A\YY
W$-X89CL>89Z-.
C
III. XÁC ĐỊNH HỖN HỢP XÚC TIẾN VÀ NGÂN SÁCH DÀNH CHO
TRUYỀN THÔNG
1. Xác định hệ thống xúc tiến hỗn hợp
_$<45'sE'-'-6'K2;q
!LGM;>>KLMCM

Y;Z2(:R;$,%L.6K1-.
- Phương pháp ngang bằng cạnh tranh: `-6''9K(%'%9
2FG#f2FGKs
;841-.Rs;];%_$4'-6''
9M%''YG<(89>B8FG%9
M,;%&%9d6=M;Y#f
Khoa: Quản lý H SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
298% 2GoZ-E=:
:'
- Phương pháp căn cứ vào mục tiêu và nhiệm vụ: `-6''9TtF8K
";P<,'F:#fJOB1LK%'{
JOB1=8L'4$-ELKK{J0O-X1'>
$99=8LYAh'>9><9FG%9
AKM$'%L'-6''9('$V8=LK
898L-62Q:8L-E1;'sE'8XLK-E
 Go;$9P<<X
IV. CÁC CÔNG CỤ TRUYỀN THÔNG CHỦ YẾU
1. Quảng cáo
I<9!L:9G)
%L$-X:'L-.89CLKI<9
 2-#9:'89;:-6i-UM9%18L-E-.#
EI<9''Y8'>M-EG)%L
NK:X
lBF%4-6 =-.<9<i;P#.[
#^(\8'1-.LK896-.Q8L#',
<9BF%4:%1%BM89
#f-4:'M-#99U<i89;9
-.;<9
_$YM('^^%Z#

jlZ:G'g
1.3. Thiết kế thông điệp quảng cáo
A'<9G4hE'89'E':\=(G^MFM
#$-M<f$i-U$XC,L
K
Q=9%s''$ 9i-U%&LK
"G-.G)%L'-6''#f'#fY8X;
9M9M9K2M$ %
"G;G)%L'-6''G%&$ 9%'
Q-.(Y'-6:;:'-EG
<,'M BG -EBG^9<X6I :;:
'-E$UG6?Gb
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Sơ đồ 3 : Qui trình thiết kế thông điệp quảng cáo

Q M%-E%4K>'%pM>89
>,A''Y<K-E=-XC818
G'gQY[(Y<K=;>M=;#G8XG
'g;(''F>#>9%'
 Q-.<9'';A-X:'
'Y<K Y-EF8G'gA''Y
<K-E Y9G'g;Ys
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Q=-.<9()-X'-6$<45
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Khoa: Quản lý  SV: Hoàng Thị Hảo

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