1. 1. PromotionCommunication{
2. 2. nh ngha Develop Communication ( quy trnh ) Mass vs Personal ( so snh, phn bit , unhc )
3. 3. RSTP PPPP I C - E Exploring, Creating, Delivering
4. 4. 1. Target Audience2. Objectives3. Communications4. Channels5. Budget6. Media mix7. Measure results8. IMC managingDevelop Communication
5. 5. Potential Current user Decider BuyerInfluencer Individual GroupsParticular General PublicPublicTarget Audience
6. 6. What to sayHow to sayWhen to sayWhere to sayTo Whom to say
7. 7. Category NeedBrand AwarenessBrand AttitudeBrand Purchase IntentionObjectives
8. 8. C nn lm mt chin dch t c nhiu mctiu?Cu hi
9. 9. Message strategy Creative strategy Informational Appeals Transformational Appeals Message sourceCommunication designing
10. 10. Product or service attributes or benefitsInformational Appeals
11. 11. Non Product-related attributes or benefitsTransformation appeals
12. 12. Transformation appeals
13. 13. S kt hp
14. 14. ExpertiseTrustworthiness LikabilityMessage Source
15. 15. Bc s khuyn dngExpertise
16. 16. Qung co bn ca nh nngTrustworthiness
17. 17. Johny Tr nguynLikability
18. 18. Target Audience Objectives Communications Channels Budget Media mix Measure results IMC managingDevelop Communication
19. 19. Direct marketing Personal SellingPersonal WoM Advertising Sales promotion Mass Events PRChannels
20. 20. ASPP - DEW
21. 21. o lng hiu qu iu phi Kim sot ni dung thng ip Chn ng i tcKey notes
22. 22. t tin th dng knh no?Tho lun
23. 23. Kh lp plan di hn Affordable Thiu logic Objective and Task Percentage L tng chi phof Sales ca cc chin dch nh, t c tng mc Ph hp trong qun l ti tiu Kh cn i vichnh cc loi chi phD cn i vi cc khon chi khc nh PhtCompetitive trin SP cho cc b phn khcParity n nh khi cnh tranh vicng ty khcBudget Da trn i th cnh tranh nh hng theo sales khnghp l, v sales khng phich nhm cui cng catruyn thng , c bit ltrong di hn
24. 24. S dng nhng cng c truyn thng no Kt hp vi nhau nh th no Timeline?Media Mix
25. 25. TOPICA Pro Banker AGEL InvisalignCase study
26. 26. Mi i c 10 pht, lp k hoch truyn thng hon chnh, vi kinh ph A T chn 1 trong 2 trng hp sau: Ca hng qun o Qun CafeGame
27. 27. Advertising
28. 28. Sales Promotion