{"id":1862,"date":"2022-04-14T23:00:59","date_gmt":"2022-04-14T16:00:59","guid":{"rendered":"https:\/\/truongphong.net\/?p=1862"},"modified":"2022-04-14T23:00:59","modified_gmt":"2022-04-14T16:00:59","slug":"phan-tich-thong-diep-truyen-thong-cua-coca-cola","status":"publish","type":"post","link":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/","title":{"rendered":"Ph\u00e2n t\u00edch th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a Coca cola"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">M\u1ee5c l\u1ee5c<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d59597b37a8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d59597b37a8\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Truyen_thong_tiep_thi_cua_Coca-Cola_Phan_tich_quan_trong\" >Truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola: Ph\u00e2n t\u00edch quan tr\u1ecdng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Cac_loai_phuong_tien_duoc_su_dung_de_quang_cao_Coca-Cola\" >C\u00e1c lo\u1ea1i ph\u01b0\u01a1ng ti\u1ec7n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3ng c\u00e1o Coca-Cola<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Bao_chi\" >B\u00e1o ch\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Internet\" >Internet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Quang_cao_truyen_hinh\" >Qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Quang_cao_trong_rap_chieu_phim\" >Qu\u1ea3ng c\u00e1o trong r\u1ea1p chi\u1ebfu phim<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Bien_quang_cao\" >Bi\u1ec3n qu\u1ea3ng c\u00e1o<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Muc_tieu_cua_Chien_dich_Coca-Cola\" >M\u1ee5c ti\u00eau c\u1ee7a Chi\u1ebfn d\u1ecbch Coca-Cola<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Phan_tich_hinh_anh_va_ngon_tu_duoc_su_dung_trong_quang_cao_Coca-Cola_va_su_hap_dan_cua_chung\" >Ph\u00e2n t\u00edch h\u00ecnh \u1ea3nh v\u00e0 ng\u00f4n t\u1eeb \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong qu\u1ea3ng c\u00e1o Coca-Cola v\u00e0 s\u1ef1 h\u1ea5p d\u1eabn c\u1ee7a ch\u00fang<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/phan-tich-thong-diep-truyen-thong-cua-coca-cola\/#Tong_ket\" >T\u1ed5ng k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Truyen_thong_tiep_thi_cua_Coca-Cola_Phan_tich_quan_trong\"><\/span><strong>Truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola: Ph\u00e2n t\u00edch quan tr\u1ecdng<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u0110\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1886, c\u00f4ng ty hi\u1ec7n \u0111ang b\u00e1n t\u1ea1i h\u01a1n 200 qu\u1ed1c gia v\u00e0 c\u00e1c nh\u00e3n hi\u1ec7u \u0111\u1ed3 u\u1ed1ng do c\u00f4ng ty s\u1edf h\u1eefu v\u00e0 c\u1ea5p ph\u00e9p chi\u1ebfm 1,9 t\u1ef7 trong t\u1ed5ng s\u1ed1 kho\u1ea3ng 57 t\u1ef7 kh\u1ea9u ph\u1ea7n \u0111\u1ed3 u\u1ed1ng tr\u00ean to\u00e0n c\u1ea7u h\u00e0ng ng\u00e0y (B\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean, 2013). C\u00f9ng ph\u00e2n t\u00edch th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola trong b\u00e0i vi\u1ebft n\u00e0y nh\u00e9 !<\/p>\n<p>B\u00e0i b\u00e1o b\u1eaft \u0111\u1ea7u v\u1edbi vi\u1ec7c m\u00f4 t\u1ea3 v\u00e0 ph\u00e2n t\u00edch c\u00e1c lo\u1ea1i ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng kh\u00e1c nhau \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3ng b\u00e1 Coca-Cola, ti\u1ebfp theo l\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch Coca-Cola.\u00a0Sau \u0111\u00f3, ph\u00e2n t\u00edch s\u00e2u r\u1ed9ng v\u1ec1 h\u00ecnh \u1ea3nh v\u00e0 t\u1eeb ng\u1eef \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong chi\u1ebfn d\u1ecbch c\u1ee7a Coca-Cola \u0111ang \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o ph\u1ea1m vi l\u1edbn h\u01a1n cho nghi\u00ean c\u1ee9u hi\u1ec7n t\u1ea1i.\u00a0H\u01a1n n\u1eefa, c\u00e1c n\u1ed7 l\u1ef1c \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ec3 ph\u00e2n t\u00edch s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a c\u00e1c th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola, c\u0169ng nh\u01b0, c\u00e1c \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c cung c\u1ea5p \u1edf m\u1ee9c \u0111\u1ed9 n\u00e0o m\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd.<\/p>\n<figure id=\"attachment_1876\" aria-describedby=\"caption-attachment-1876\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-1876\" src=\"http:\/\/truongphong.net\/wp-content\/uploads\/2022\/04\/cocacola_logo-500x243.webp\" alt=\"th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola\" width=\"500\" height=\"243\" srcset=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/cocacola_logo-500x243.webp 500w, https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/cocacola_logo-768x372.webp 768w, https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/cocacola_logo.webp 1367w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-1876\" class=\"wp-caption-text\">th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola<\/figcaption><\/figure>\n<p>Xem th\u00eam: <a href=\"https:\/\/truongphong.net\/gia-tri-thuong-hieu-la-gi\/\">C\u00e1ch x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1ch \u0111o l\u01b0\u1eddng<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Cac_loai_phuong_tien_duoc_su_dung_de_quang_cao_Coca-Cola\"><\/span><strong>C\u00e1c lo\u1ea1i ph\u01b0\u01a1ng ti\u1ec7n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3ng c\u00e1o Coca-Cola<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 \u201cm\u1ed9t t\u1ed5 ch\u1ee9c h\u1ed7 tr\u1ee3 \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p trong ph\u1ea1m vi h\u1ea1n ch\u1ebf c\u1ee7a kh\u00f4ng gian\u201d (Tyagi v\u00e0 Kumar, 2004, p.341) v\u00e0 \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb.\u00a0Spurgeon (2008) chia ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng th\u00e0nh hai lo\u1ea1i: ph\u01b0\u01a1ng ti\u1ec7n \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n h\u00ecnh \u1ea3nh \/ \u00e2m thanh.\u00a0Ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n bao g\u1ed3m b\u00e1o, t\u1ea1p ch\u00ed, b\u00e1o ch\u00ed th\u01b0\u01a1ng m\u1ea1i v\u00e0 chuy\u00ean nghi\u1ec7p, c\u0169ng nh\u01b0 internet.\u00a0M\u1eb7t kh\u00e1c, ph\u01b0\u01a1ng ti\u1ec7n h\u00ecnh \u1ea3nh v\u00e0 \u00e2m thanh bao g\u1ed3m truy\u1ec1n h\u00ecnh, \u0111\u00e0i ph\u00e1t thanh, r\u1ea1p chi\u1ebfu phim, \u00e1p ph\u00edch, bi\u1ec3n qu\u1ea3ng c\u00e1o v\u00e0 g\u1eedi th\u01b0 tr\u1ef1c ti\u1ebfp.<br \/>\nNhi\u1ec1u lo\u1ea1i ph\u01b0\u01a1ng ti\u1ec7n kh\u00e1c nhau \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng hi\u1ec7u Coca-Cola n\u00f3i chung v\u00e0 th\u1ee9c u\u1ed1ng Coca-Cola n\u00f3i ri\u00eang.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Bao_chi\"><\/span>B\u00e1o ch\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>B\u00e1o ch\u00ed\u00a0\u00a0l\u00e0 m\u1ed9t trong nh\u1eefng h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o truy\u1ec1n th\u00f4ng ph\u1ed5 bi\u1ebfn \u0111\u01b0\u1ee3c Coca-Cola s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i.\u00a0Pishko (tr\u1ef1c tuy\u1ebfn, 2011) th\u00f4ng b\u00e1o r\u1eb1ng c\u00f9ng v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u nh\u01b0 Campbell&#8217;s Soup, Kellogg&#8217;s, v\u00e0 Pepsi Cola, C\u00f4ng ty Coca-Cola l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng ty \u0111\u00e3 ch\u00fa tr\u1ecdng \u0111\u1ebfn qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng trong giai \u0111o\u1ea1n \u0111\u1ea7u c\u1ee7a m\u00ecnh, v\u00e0 \u0111\u1ebfn nay c\u00f4ng ty \u0111\u00e3 tham gia v\u00e0o qu\u1ea3ng c\u00e1o truy\u1ec1n th\u00f4ng trong h\u01a1n 100 n\u0103m.<br \/>\nT\u01b0\u01a1ng t\u1ef1,\u00a0 c\u00e1c\u00a0t\u1ea1p ch\u00ed\u00a0\u00a0c\u0169ng \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i \u1edf c\u1ea5p \u0111\u1ed9 to\u00e0n c\u1ea7u \u0111\u1ec3 qu\u1ea3ng c\u00e1o Coca-Cola.\u00a0Vi\u1ec7c l\u1ef1a ch\u1ecdn t\u1ea1p ch\u00ed \u0111\u1ec3 qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a c\u00f4ng ty th\u1ef1c hi\u1ec7n t\u00f9y theo m\u1ee9c \u0111\u1ed9 d\u1ec5 \u0111\u1ecdc c\u1ee7a h\u1ecd v\u00e0 c\u00e1c qu\u1ea3ng c\u00e1o c\u1ee7a Coca-Cola th\u01b0\u1eddng chi\u1ebfm to\u00e0n b\u1ed9 trang t\u1ea1p ch\u00ed \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Internet\"><\/span>Internet<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n<p>Internet\u00a0\u00a0l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng kh\u00e1c, n\u01a1i c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o kh\u00e1c nhau c\u1ee7a Coca-Cola \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o.\u00a0C\u1ee5 th\u1ec3, <a href=\"https:\/\/truongphong.net\/quang-cao-truc-tuyen\/\">qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn<\/a> th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i c\u00e1c bi\u1ec3u ng\u1eef, qu\u1ea3ng c\u00e1o b\u1eadt l\u00ean, t\u00e0i tr\u1ee3 t\u1ea1i ch\u1ed7 v\u00e0 nhi\u1ec1u \u0111\u1ecbnh d\u1ea1ng qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn kh\u00e1c tr\u00ean h\u00e0ng ngh\u00ecn trang web tr\u00ean to\u00e0n c\u1ea7u.\u00a0H\u01a1n n\u1eefa, c\u00f3 c\u00e1c di\u1ec5n \u0111\u00e0n c\u1ee5 th\u1ec3 v\u00e0 nhi\u1ec1u trang web tr\u00ean to\u00e0n c\u1ea7u d\u00e0nh ri\u00eang cho ng\u01b0\u1eddi h\u00e2m m\u1ed9 Coca-Cola v\u00e0 n\u01a1i ng\u01b0\u1eddi d\u00f9ng chia s\u1ebb c\u00e2u chuy\u1ec7n c\u1ee7a h\u1ecd v\u1ec1 nh\u1eefng n\u01a1i Coca-Cola tham gia.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Quang_cao_truyen_hinh\"><\/span>Qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Coca-Cola \u0111\u00e3 \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o qua\u00a0\u00a0truy\u1ec1n h\u00ecnh\u00a0\u00a0\u1edf nhi\u1ec1u qu\u1eadn c\u0169ng nh\u01b0 vi\u1ec7c c\u00f4ng ty \u0111\u00e3 chi m\u1ed9t l\u01b0\u1ee3ng t\u00e0i ch\u00ednh \u0111\u00e1ng k\u1ec3 cho m\u1ee5c \u0111\u00edch n\u00e0y.\u00a0Qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh c\u1ee7a Coca-Cola \u1edf c\u00e1c qu\u1ed1c gia kh\u00e1c nhau v\u00e0 ch\u00fang \u0111\u00e3 \u0111\u01b0\u1ee3c chu\u1ea9n b\u1ecb c\u00f3 t\u00ednh \u0111\u1ebfn c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1ec3 tr\u00e1nh m\u1ecdi hi\u1ec3u l\u1ea7m do kh\u00e1c bi\u1ec7t v\u0103n h\u00f3a v\u00e0 t\u1ed1i \u0111a h\u00f3a t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn \u200b\u200bqu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Quang_cao_trong_rap_chieu_phim\"><\/span>Qu\u1ea3ng c\u00e1o trong r\u1ea1p chi\u1ebfu phim<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Coca-Cola c\u0169ng \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o trong\u00a0\u00a0r\u1ea1p chi\u1ebfu phim\u00a0\u00a0v\u00e0 \u0111i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n theo hai c\u00e1ch.\u00a0Th\u1ee9 nh\u1ea5t, c\u00f3 nh\u1eefng \u0111o\u1ea1n video qu\u1ea3ng c\u00e1o Coca-Cola \u0111\u01b0\u1ee3c ph\u00e1t trong c\u00e1c r\u1ea1p chi\u1ebfu phim cho c\u00e1c b\u1ed9 phim \u0111\u01b0\u1ee3c ch\u1ecdn tr\u01b0\u1edbc khi phim b\u1eaft \u0111\u1ea7u.\u00a0Th\u1ee9 hai, Coca-Cola \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o r\u1ed9ng r\u00e3i th\u00f4ng qua v\u1ecb tr\u00ed s\u1ea3n ph\u1ea9m trong phim, n\u01a1i \u0111\u1ed3 u\u1ed1ng Coca-Cola xu\u1ea5t hi\u1ec7n \u1edf \u0111\u00e2u \u0111\u00f3 trong phim v\u00e0 \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a hi\u1ec7u qu\u1ea3 c\u1ee7a vi\u1ec7c \u0111\u1eb7t s\u1ea3n ph\u1ea9m, \u0111\u1ed3 u\u1ed1ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 b\u1edfi vai ch\u00ednh trong phim.<\/p>\n<figure id=\"attachment_1879\" aria-describedby=\"caption-attachment-1879\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-1879\" src=\"http:\/\/truongphong.net\/wp-content\/uploads\/2022\/04\/rap-chieu-phim-vinh-1-500x335.jpg\" alt=\"th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola\" width=\"500\" height=\"335\" srcset=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/rap-chieu-phim-vinh-1-500x335.jpg 500w, https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/rap-chieu-phim-vinh-1-768x515.jpg 768w, https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/rap-chieu-phim-vinh-1.jpg 900w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-1879\" class=\"wp-caption-text\">th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola<\/figcaption><\/figure>\n<p>Trong khi s\u1ed1 l\u01b0\u1ee3ng s\u1eed d\u1ee5ng v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c b\u1ed1 tr\u00ed s\u1ea3n ph\u1ea9m ng\u00e0y c\u00e0ng t\u0103ng trong c\u00e1c doanh nghi\u1ec7p v\u1edbi Coca-Cola l\u00e0 m\u1ed9t trong nh\u1eefng ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u, th\u00ec c\u0169ng c\u00f3 ch\u1ed7 cho s\u1ef1 hi\u1ec3u l\u1ea7m v\u00e0 m\u00e2u thu\u1eabn.\u00a0C\u1ee5 th\u1ec3, c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn b\u1ed9 phim Falling Down nh\u01b0 m\u1ed9t v\u00ed d\u1ee5, trong \u0111\u00f3 Michael Douglas th\u1ee7 vai ch\u00ednh l\u00e0 m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng b\u1ecb tr\u1ea7m c\u1ea3m n\u1eb7ng v\u00e0 trong m\u1ed9t c\u1ea3nh quay, \u0111\u1eb7t m\u1ed9t lon Coca-Cola l\u00ean tr\u00e1n \u0111\u1ec3 c\u1ed1 g\u1eafng h\u1ebft \u0111au \u0111\u1ea7u.\u00a0Theo Yang v\u00e0 c\u1ed9ng s\u1ef1 (2004), v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 v\u1ec1 v\u1ecb tr\u00ed s\u1ea3n ph\u1ea9m n\u00e0y r\u1ea5t kh\u00f4ng th\u00e0nh c\u00f4ng v\u00e0 ph\u1ea3n t\u00e1c d\u1ee5ng \u0111\u1ed1i v\u1edbi Coca-Cola.<br \/>\nQu\u1ea3ng c\u00e1o tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng c\u1ee7a Coca-Cola th\u00f4ng qua\u00a0\u00a0\u0111\u00e0i ph\u00e1t thanh\u00a0\u00a0th\u01b0\u1eddng ch\u1ec9 k\u00e9o d\u00e0i trong v\u00e0i gi\u00e2y, nh\u01b0ng tuy nhi\u00ean \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 c\u00f3 hi\u1ec7u qu\u1ea3 cao trong vi\u1ec7c t\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Bien_quang_cao\"><\/span>Bi\u1ec3n qu\u1ea3ng c\u00e1o<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u00c1p ph\u00edch v\u00e0 bi\u1ec3n qu\u1ea3ng c\u00e1o\u00a0\u00a0c\u0169ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i nh\u01b0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong qu\u1ea3ng b\u00e1 truy\u1ec1n th\u00f4ng c\u1ee7a Coca-Cola.\u00a0Bi\u1ec3n qu\u1ea3ng c\u00e1o Coca-Cola th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u1eb7t t\u1ea1i c\u00e1c trung t\u00e2m th\u00e0nh ph\u1ed1 tr\u00ean to\u00e0n c\u1ea7u c\u0169ng nh\u01b0 \u0111\u01b0\u1eddng cao t\u1ed1c v\u00e0 m\u1ed9t s\u1ed1 khu v\u1ef1c n\u00f4ng th\u00f4n.\u00a0M\u1eb7t kh\u00e1c, \u00e1p ph\u00edch th\u01b0\u1eddng \u0111\u01b0\u1ee3c tr\u01b0ng b\u00e0y \u1edf c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n giao th\u00f4ng c\u00f4ng c\u1ed9ng, m\u1ed9t s\u1ed1 c\u1eeda h\u00e0ng v\u00e0 nh\u00e0 h\u00e0ng.<\/p>\n<p>Xem th\u00eam: <a href=\"https:\/\/truongphong.net\/cong-viec-marketing-la-gi-5-viec-marketing-nen-biet\/\">C\u00e1c c\u00f4ng vi\u1ec7c marketing c\u1ea7n bi\u1ebft<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Muc_tieu_cua_Chien_dich_Coca-Cola\"><\/span><strong>M\u1ee5c ti\u00eau c\u1ee7a Chi\u1ebfn d\u1ecbch Coca-Cola<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a Coca-Cola \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u01b0a ra nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3.\u00a0R\u00f5 r\u00e0ng l\u00e0 m\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a C\u00f4ng ty Coca-Cola v\u1edbi t\u01b0 c\u00e1ch l\u00e0 m\u1ed9t ph\u00e1p nh\u00e2n kinh doanh l\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn, v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c n\u1ed7 l\u1ef1c c\u1ee7a c\u00f4ng ty \u0111\u1ec1u h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau ch\u00ednh n\u00e0y.<\/p>\n<figure id=\"attachment_1883\" aria-describedby=\"caption-attachment-1883\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-1883\" src=\"http:\/\/truongphong.net\/wp-content\/uploads\/2022\/04\/su-menh-coca-cola-500x270.jpg\" alt=\"th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola\" width=\"500\" height=\"270\" srcset=\"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/su-menh-coca-cola-500x270.jpg 500w, https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-content\/uploads\/2022\/04\/su-menh-coca-cola.jpg 584w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-1883\" class=\"wp-caption-text\">th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a coca cola<\/figcaption><\/figure>\n<p>Tuy nhi\u00ean, c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a Coca-Cola g\u00f3p ph\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau ch\u00ednh l\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn theo m\u1ed9t s\u1ed1 c\u00e1ch.<br \/>\nVarey (2002) th\u00f4ng b\u00e1o r\u1eb1ng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 c\u00f3 t\u1ed1i \u0111a t\u00e1m m\u1ee5c ti\u00eau.\u00a0M\u1ed7i m\u1ee5c ti\u00eau trong s\u1ed1 n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem li\u1ec7u c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola c\u00f3 nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3 hay kh\u00f4ng.<\/p>\n<ul>\n<li>Th\u1ee9 nh\u1ea5t, t\u1ea1o s\u1ef1 nh\u1eadn bi\u1ebft v\u1ec1 c\u00f4ng ty v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty . M\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb c\u1ee5 th\u1ec3 n\u00e0y \u0111\u01b0\u1ee3c C\u00f4ng ty Coca-Cola theo \u0111u\u1ed5i nh\u01b0 m\u1ed9t m\u1ee5c ti\u00eau ph\u1ee5. \u0110i\u1ec1u n\u00e0y l\u00e0 do c\u00f4ng ty \u0111\u00e3 c\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cao v\u00e0 ph\u1ea1m vi s\u1ea3n ph\u1ea9m h\u1ea1n ch\u1ebf c\u1ee7a c\u00f4ng ty \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng r\u00e3i t\u1ea1i c\u00e1c qu\u1ed1c gia m\u00e0 c\u00f4ng ty \u0111ang ho\u1ea1t \u0111\u1ed9ng.<\/li>\n<li>Th\u1ee9 hai, th\u00f4ng b\u00e1o v\u00e0 gi\u00e1o d\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ng\u01b0\u1eddi mua . M\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p c\u1ee7a lo\u1ea1i m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb n\u00e0y v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a Coca-Cola b\u1ecb h\u1ea1n ch\u1ebf do th\u1ef1c t\u1ebf l\u00e0 kh\u00f4ng c\u00f3 c\u00e1c \u0111i\u1ec3m th\u00f4ng tin v\u00e0 gi\u00e1o d\u1ee5c t\u00edch c\u1ef1c li\u00ean quan \u0111\u1ebfn th\u1ee9c u\u1ed1ng Coca-Cola, ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00e1c kh\u00eda c\u1ea1nh dinh d\u01b0\u1ee1ng v\u00e0 l\u1ee3i \u00edch s\u1ee9c kh\u1ecfe c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t cho nh\u1eefng ng\u01b0\u1eddi ti\u1ec1m n\u0103ng v\u00e0 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i.<\/li>\n<li>Th\u1ee9 ba, khuy\u1ebfn kh\u00edch s\u1ef1 y\u00eau th\u00edch \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty h\u01a1n s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a c\u00f4ng ty . \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng m\u1ee5c ti\u00eau ch\u00ednh m\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ee7a Coca-Cola h\u01b0\u1edbng t\u1edbi. Th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m n\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u00f3 t\u00ednh c\u1ea1nh tranh cao, v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh \u0111\u01b0\u1ee3c C\u00f4ng ty Coca-Cola \u00e1p d\u1ee5ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c tham gia v\u00e0o c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb chuy\u00ean s\u00e2u.<\/li>\n<li>Th\u1ee9 t\u01b0, khuy\u1ebfn kh\u00edch d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m gi\u1eefa c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi . H\u00ecnh th\u1ee9c m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb n\u00e0y \u0111\u01b0\u1ee3c Coca-Cola theo \u0111u\u1ed5i r\u1ea5t th\u1ec9nh tho\u1ea3ng v\u00e0 ch\u1ec9 \u1edf nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi m\u00e0 c\u00f4ng ty \u0111ang th\u00e2m nh\u1eadp.<\/li>\n<li>Th\u1ee9 n\u0103m, t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng ng\u1eafn h\u1ea1n b\u1eb1ng c\u00e1c bi\u1ec7n ph\u00e1p k\u00edch th\u00edch h\u00e0nh \u0111\u1ed9ng . M\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb c\u1ee5 th\u1ec3 n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c Coca-Cola theo \u0111u\u1ed5i. Theo \u0111\u00f3, c\u00e1c \u0111\u1ee3t b\u00e1n h\u00e0ng theo m\u00f9a v\u00e0 c\u00e1c \u0111\u1ee3t b\u00e1n h\u00e0ng kh\u00e1c th\u01b0\u1eddng \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u t\u1ea1i c\u00e1c si\u00eau th\u1ecb l\u1edbn, v\u00e0 th\u00f4ng tin li\u00ean quan \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t \u0111\u1ebfn c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 hi\u1ec7n t\u1ea1i.<\/li>\n<li>Th\u1ee9 s\u00e1u, tr\u1ea5n an kh\u00e1ch h\u00e0ng v\u00e0 c\u1ee7ng c\u1ed1 h\u00e0nh vi mua h\u00e0ng mong mu\u1ed1n c\u1ee5 th\u1ec3 c\u1ee7a h\u1ecd . Lo\u1ea1i m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb n\u00e0y \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a Coca-Cola theo \u0111u\u1ed5i th\u00f4ng qua vi\u1ec7c t\u00edch h\u1ee3p vi\u1ec7c ti\u00eau th\u1ee5 \u0111\u1ed3 u\u1ed1ng v\u1edbi phong c\u00e1ch s\u1ed1ng c\u1ee7a kh\u00e1ch h\u00e0ng, do \u0111\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh su\u1ed1t \u0111\u1eddi c\u1ee7a h\u1ecd.<\/li>\n<li>Th\u1ee9 b\u1ea3y, t\u1ea1o th\u00f4ng tin t\u1eeb kh\u00e1ch h\u00e0ng . Lo\u1ea1i m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb nh\u01b0 v\u1eady kh\u00f4ng ph\u1ed5 bi\u1ebfn l\u1eafm v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola do quy m\u00f4 c\u1ee7a c\u00f4ng ty c\u0169ng nh\u01b0 t\u00ednh ch\u1ea5t c\u1ee7a doanh nghi\u1ec7p.<\/li>\n<li>Th\u1ee9 t\u00e1m, t\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng . M\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb c\u1ee7a vi\u1ec7c t\u1ea1o m\u1ed1i quan h\u1ec7 b\u00e1n h\u00e0ng ph\u1ed5 bi\u1ebfn \u0111\u1ed1i v\u1edbi c\u00e1c lo\u1ea1i h\u00ecnh doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng v\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea9y, t\u1ee9c l\u00e0 c\u00e1c c\u00f4ng ty h\u01b0\u1edbng c\u00e1c s\u00e1ng ki\u1ebfn \u200b\u200bti\u1ebfp th\u1ecb c\u1ee7a h\u1ecd ch\u1ee7 y\u1ebfu \u0111\u1ebfn c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i v\u00e0 b\u00e1n bu\u00f4n, ch\u1ee9 kh\u00f4ng ph\u1ea3i ng\u01b0\u1eddi ti\u00eau d\u00f9ng cu\u1ed1i c\u00f9ng. M\u1eb7t kh\u00e1c, C\u00f4ng ty Coca-Cola ho\u1ea1t \u0111\u1ed9ng theo chi\u1ebfn l\u01b0\u1ee3c k\u00e9o v\u00e0 h\u01b0\u1edbng c\u00e1c n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb c\u0169ng nh\u01b0 truy\u1ec1n th\u00f4ng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng cu\u1ed1i c\u00f9ng, v\u00e0 do \u0111\u00f3, kh\u00f4ng c\u1ea7n thi\u1ebft ph\u1ea3i t\u1ea1o ra c\u00e1c \u0111\u1ea7u m\u1ed1i b\u00e1n h\u00e0ng.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Phan_tich_hinh_anh_va_ngon_tu_duoc_su_dung_trong_quang_cao_Coca-Cola_va_su_hap_dan_cua_chung\"><\/span><strong>Ph\u00e2n t\u00edch h\u00ecnh \u1ea3nh v\u00e0 ng\u00f4n t\u1eeb \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong qu\u1ea3ng c\u00e1o Coca-Cola v\u00e0 s\u1ef1 h\u1ea5p d\u1eabn c\u1ee7a ch\u00fang<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u00e1c t\u00e0i li\u1ec7u chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola \u0111\u00e3 \u0111\u01b0\u1ee3c t\u1ea1o ra theo th\u00f4ng \u0111i\u1ec7p m\u00e0 h\u1ecd mu\u1ed1n truy\u1ec1n t\u1ea3i, v\u00e0 h\u00ecnh \u1ea3nh, t\u1eeb ng\u1eef v\u00e0 \u00e2m thanh b\u00ean trong ch\u00fang \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00e1c chuy\u00ean gia ti\u1ebfp th\u1ecb ho\u00e0n thi\u1ec7n \u0111\u1ec3 ph\u1ee5c v\u1ee5 c\u00f9ng m\u1ed9t m\u1ee5c \u0111\u00edch.<br \/>\nTh\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c g\u1eedi qua h\u00ecnh \u1ea3nh, t\u1eeb ng\u1eef v\u00e0 t\u00e0i li\u1ec7u \u00e2m thanh qu\u1ea3ng c\u00e1o lon Coca-Cola \u0111\u01b0\u1ee3c ph\u00e2n th\u00e0nh ba lo\u1ea1i: Coca-Cola gi\u00fap th\u1ecfa m\u00e3n c\u01a1n kh\u00e1t m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t, u\u1ed1ng Coca-Cola l\u00e0 s\u00e0nh \u0111i\u1ec7u v\u00e0 u\u1ed1ng Coca-Cola l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a phong c\u00e1ch s\u1ed1ng.<\/p>\n<p>C\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb, t\u1eeb ng\u1eef, h\u00ecnh \u1ea3nh, t\u00e0i li\u1ec7u \u00e2m thanh v\u00e0 video m\u00e0 Coca-Cola s\u1eed d\u1ee5ng c\u1ed1 g\u1eafng truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p r\u1eb1ng th\u1ee9c u\u1ed1ng n\u00e0y l\u00e0m th\u1ecfa m\u00e3n c\u01a1n kh\u00e1t theo c\u00e1ch t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 v\u00e0 m\u1ed9t ph\u1ea7n v\u00ec l\u00fd do n\u00e0y m\u00e0 Coca-Cola \u0111\u01b0\u1ee3c h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi ti\u00eau th\u1ee5 m\u1ed7i ng\u00e0y. Tuy nhi\u00ean, m\u1ed9t lo\u1ea1t c\u00e1c nh\u00e0 khoa h\u1ecdc c\u0169ng nh\u01b0 c\u00e1c t\u00e1c gi\u1ea3 ti\u1ebfp th\u1ecb nh\u01b0 Bsonera (tr\u1ef1c tuy\u1ebfn, 2009) \u0111\u1eb7t ra nghi ng\u1edd v\u1ec1 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n c\u01a1n kh\u00e1t m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 c\u1ee7a Coca-Cola, v\u00e0 cho r\u1eb1ng &#8216;c\u01a1n kh\u00e1t&#8217; Coca-Cola \u0111\u00e3 \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi c\u00f4ng ty. c\u00e1c chuy\u00ean gia ti\u1ebfp th\u1ecb \u1edf n\u01a1i \u0111\u1ea7u ti\u00ean.<br \/>\nN\u00f3i c\u00e1ch kh\u00e1c, &#8216;kh\u00e1t&#8217; \u0111\u01b0\u1ee3c t\u1ea1o ra cho Coca-Cola v\u1ec1 c\u01a1 b\u1ea3n kh\u00e1c v\u1edbi kh\u00e1t n\u01b0\u1edbc t\u1ef1 nhi\u00ean, v\u00e0 &#8216;kh\u00e1t&#8217; \u0111\u1ed1i v\u1edbi Coca-Cola l\u00e0 m\u1ed9t mong mu\u1ed1n h\u01a1n l\u00e0 kh\u00e1t theo ngh\u0129a \u1ea3o c\u1ee7a t\u1eeb n\u00e0y.<br \/>\nH\u01a1n n\u1eefa, Kotler v\u00e0 Keller (2006) tuy\u00ean b\u1ed1 r\u1eb1ng c\u00e1c th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ty tr\u00ecnh b\u00e0y nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p cho v\u1ea5n \u0111\u1ec1 m\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng g\u1eb7p ph\u1ea3i. \u00dd t\u01b0\u1edfng n\u00e0y \u0111\u01b0\u1ee3c kh\u1eb3ng \u0111\u1ecbnh trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Coca-Cola theo c\u00e1ch th\u1ee9c \u0111\u1ed3 u\u1ed1ng \u0111\u01b0\u1ee3c g\u1eafn li\u1ec1n v\u1edbi m\u1ed9t phong c\u00e1ch, &#8216;s\u00e0nh \u0111i\u1ec7u&#8217; v\u00e0 h\u1ee3p th\u1eddi trang, \u0111\u1ed3ng th\u1eddi \u0111\u1ed3 u\u1ed1ng \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 b\u1edfi nh\u1eefng nh\u00e2n v\u1eadt th\u00e0nh \u0111\u1ea1t v\u00e0 n\u1ed5i ti\u1ebfng nh\u01b0 Wayne Rooney, Cristina. Aguilera v\u00e0 Jessica Sarah-Parker. M\u1ed1i li\u00ean h\u1ec7 gi\u1eefa hai \u0111i\u1ec3m n\u00e0y y\u00eau c\u1ea7u gi\u1ea3i th\u00edch chi ti\u1ebft h\u01a1n \u0111\u01b0\u1ee3c cung c\u1ea5p b\u00ean d\u01b0\u1edbi.<br \/>\nTheo Freud (2005), trong b\u1ea5t c\u1ee9 vi\u1ec7c g\u00ec h\u1ecd l\u00e0m, con ng\u01b0\u1eddi \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi hai l\u1ef1c: s\u1ef1 th\u1ecfa m\u00e3n t\u00ecnh d\u1ee5c v\u00e0 s\u1ef1 s\u1eb5n s\u00e0ng tr\u1edf n\u00ean tuy\u1ec7t v\u1eddi. Hai v\u1ea5n \u0111\u1ec1 n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t v\u1ea5n \u0111\u1ec1 v\u00e0 nhu c\u1ea7u c\u1ea7n \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n. C\u1ee5 th\u1ec3, m\u1ed9t s\u1ed1 ng\u01b0\u1eddi h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c th\u1ecfa m\u00e3n nhu c\u1ea7u s\u1eb5n s\u00e0ng tr\u1edf n\u00ean v\u0129 \u0111\u1ea1i b\u1eb1ng c\u00e1ch c\u1ed1 g\u1eafng tr\u1edf n\u00ean s\u00e0nh \u0111i\u1ec7u, h\u1ee3p th\u1eddi trang v\u00e0 li\u00ean k\u1ebft b\u1ea3n th\u00e2n v\u1edbi nh\u1eefng c\u00e1 t\u00ednh l\u00e2u \u0111\u1eddi, n\u1ed5i ti\u1ebfng v\u00e0 th\u00e0nh c\u00f4ng.<br \/>\nTh\u1ef1c t\u1ebf n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c doanh nghi\u1ec7p nh\u01b0 C\u00f4ng ty Coca-Cola b\u1eb1ng c\u00e1ch tr\u1ea3 ti\u1ec1n cho c\u00e1c c\u00e1 nh\u00e2n n\u1ed5i ti\u1ebfng \u0111\u01b0\u1ee3c coi l\u00e0 th\u00e0nh c\u00f4ng nh\u01b0 Wayne Rooney, Cristina Aguilera v\u00e0 Jessica Sarah-Parker \u0111\u1ec3 c\u00f4ng khai li\u00ean k\u1ebft m\u00ecnh v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 c\u00f4ng ty \u0111ang cung c\u1ea5p. K\u1ebft qu\u1ea3 l\u00e0, nh\u1eefng ng\u01b0\u1eddi kh\u00e1c s\u1ebd mua nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 n\u00e0y v\u00ec h\u1ecd c\u0169ng mu\u1ed1n n\u1ed5i ti\u1ebfng v\u00e0 th\u00e0nh c\u00f4ng. \u0110\u00e2y l\u00e0 l\u1eddi gi\u1ea3i th\u00edch m\u1ed9t ph\u1ea7n cho n\u1ed9i dung c\u1ee7a m\u1ed9t s\u1ed1 t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o Coca-Cola n\u01a1i nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u.<\/p>\n<p>Ngo\u00e0i nh\u1eefng \u0111i\u1ec3m \u0111\u00e3 th\u1ea3o lu\u1eadn \u1edf tr\u00ean v\u1ec1 vi\u1ec7c Coca-Cola \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb nh\u01b0 m\u1ed9t th\u1ee9c u\u1ed1ng \u0111\u1ec3 th\u1ecfa m\u00e3n c\u01a1n kh\u00e1t, v\u00e0 thu\u1ed9c t\u00ednh c\u1ee7a phong c\u00e1ch v\u00e0 s\u1ef1 th\u00e0nh c\u00f4ng, n\u1ed9i dung c\u1ee7a c\u00e1c t\u00e0i li\u1ec7u ti\u1ebfp th\u1ecb kh\u00e1c nhau \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3ng c\u00e1o Coca-Cola c\u0169ng c\u1ed1 g\u1eafng l\u00e0m cho kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 ti\u1ec1m n\u0103ng tin r\u1eb1ng Coca-Cola l\u00e0 m\u1ed9t th\u00e0nh ph\u1ea7n c\u1ea7n thi\u1ebft c\u1ee7a cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y. \u0110i\u1ec1u n\u00e0y \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1eb1ng c\u00e1ch l\u00e0m cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i ti\u1ebfp x\u00fac v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb chuy\u00ean s\u00e2u th\u00f4ng qua nhi\u1ec1u k\u00eanh kh\u00e1c nhau.<br \/>\nH\u1ecd c\u00f3 \u0111ang l\u00e0m vi\u1ec7c kh\u00f4ng: Ph\u00e2n t\u00edch th\u00e0nh c\u00f4ng li\u00ean quan \u0111\u1ebfn c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola<br \/>\nC\u00f3 nhi\u1ec1u ti\u00eau ch\u00ed kh\u00e1c nhau \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. Theo Koekemer v\u00e0 Bird (2004), c\u00e1c ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb t\u00edch h\u1ee3p bao g\u1ed3m l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, th\u1ecb ph\u1ea7n v\u00e0 s\u1ed1 l\u01b0\u1ee3ng doanh thu \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb k\u1ebft qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. C\u00e1c ti\u00eau ch\u00ed t\u01b0\u01a1ng t\u1ef1 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Coca-Cola \u0111\u1ec3 ph\u00e2n t\u00edch hi\u1ec7u qu\u1ea3 c\u1ee7a ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb<br \/>\nKhi \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 t\u1eeb c\u00e1c ti\u00eau ch\u00ed v\u1ec1 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi l\u00e0 th\u00e0nh c\u00f4ng cao. C\u00f3 h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi tr\u00ean th\u1ebf gi\u1edbi ti\u00eau th\u1ee5 Coca-Cola th\u01b0\u1eddng xuy\u00ean. Ng\u01b0\u1eddi ta th\u1eadm ch\u00ed c\u00f2n tuy\u00ean b\u1ed1 r\u1eb1ng \u201cm\u1ed7i gi\u00e2y m\u1ed7i ng\u00e0y, m\u1ecdi ng\u01b0\u1eddi \u1edf kh\u1eafp m\u1ecdi n\u01a1i &#8211; 13.000 ng\u01b0\u1eddi trong s\u1ed1 h\u1ecd &#8211; m\u1edf m\u1ed9t s\u1ea3n ph\u1ea9m Coca-Cola\u201d (Bodden, 2008). V\u00e0 m\u1ed9t s\u1ed1 ng\u01b0\u1eddi trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y u\u1ed1ng Coca-Cola th\u01b0\u1eddng xuy\u00ean.<\/p>\n<p>M\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 tr\u00ean c\u01a1 s\u1edf c\u00e1c ti\u00eau ch\u00ed v\u1ec1 th\u1ecb ph\u1ea7n. C\u00f4ng ty \u0111ang b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh t\u1ea1i h\u01a1n hai tr\u0103m qu\u1ed1c gia s\u1eed d\u1ee5ng 139.600 nh\u00e2n vi\u00ean v\u00e0 l\u00e0 c\u00f4ng ty d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng \u1edf ph\u1ea7n l\u1edbn c\u00e1c th\u1ecb tr\u01b0\u1eddng n\u00e0y (T\u0103ng tr\u01b0\u1edfng, L\u00e3nh \u0111\u1ea1o, B\u1ec1n v\u1eefng, tr\u1ef1c tuy\u1ebfn, 2011). Th\u1ef1c t\u1ebf n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi l\u00e0 b\u1eb1ng ch\u1ee9ng v\u1ec1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb t\u00edch h\u1ee3p c\u1ee7a Coca-Cola.<\/p>\n<p>H\u01a1n n\u1eefa, n\u1ebfu \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u00f4ng ty tr\u00ean quan \u0111i\u1ec3m l\u1ee3i nhu\u1eadn, c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng m\u1ed9t ph\u1ea7n l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb t\u00edch h\u1ee3p hi\u1ec7u qu\u1ea3, Coca-Cola \u0111\u00e3 c\u00f3 th\u1ec3 t\u1ea1o ra 8,2 t\u1ef7 \u0111\u00f4 la t\u1eeb ho\u1ea1t \u0111\u1ed9ng kinh doanh trong n\u0103m 2009 ( T\u1eeb L\u00e3nh \u0111\u1ea1o c\u1ee7a Ch\u00fang t\u00f4i, tr\u1ef1c tuy\u1ebfn, 2009).<\/p>\n<p>Tuy nhi\u00ean, c\u0169ng c\u00f3 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1c \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb li\u00ean quan \u0111\u1ebfn ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng. V\u00ed d\u1ee5: c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb li\u00ean quan \u0111\u1ebfn quan h\u1ec7 truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 th\u00f4ng qua m\u1ed9t lo\u1ea1t c\u00e1c c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng nh\u01b0 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng c\u1ee7a qu\u1ea3ng c\u00e1o, t\u1ed5ng s\u1ed1 kh\u00e1n gi\u1ea3 \u0111\u00e3 ti\u1ebfp c\u1eadn th\u00f4ng qua m\u1ed9t \u1ea5n ph\u1ea9m c\u1ee5 th\u1ec3, s\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1o \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c, c\u00e1c b\u00e0i b\u00e1o \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n, v.v.<\/p>\n<p>Vi\u1ec7c \u0111\u00e1nh gi\u00e1 c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb truy\u1ec1n th\u00f4ng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua internet, m\u1eb7t kh\u00e1c \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng \u1ee9ng d\u1ee5ng m\u1ed9t lo\u1ea1t c\u00e1c c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 kh\u00e1c nhau nh\u01b0 t\u1ed5ng s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch truy c\u1eadp v\u00e0o trang web, th\u1eddi l\u01b0\u1ee3ng truy c\u1eadp v\u00e0o trang web, c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm t\u1ef1 nhi\u00ean (mi\u1ec5n ph\u00ed) k\u1ebft qu\u1ea3, k\u1ebft qu\u1ea3 c\u1ee7a c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm c\u00f3 tr\u1ea3 ti\u1ec1n v\u00e0 nh\u1eefng k\u1ebft qu\u1ea3 kh\u00e1c.<\/p>\n<p>T\u01b0\u01a1ng t\u1ef1, c\u00f3 nh\u1eefng b\u1ed9 c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee5 th\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho t\u1eebng ph\u01b0\u01a1ng ph\u00e1p ri\u00eang l\u1ebb c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb t\u00edch h\u1ee3p. Vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p n\u00e0y cho c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola ch\u1ee9ng t\u1ecf c\u00e1c chi\u1ebfn d\u1ecbch n\u00e0y c\u00f3 hi\u1ec7u qu\u1ea3 v\u00e0 g\u00f3p ph\u1ea7n t\u00edch c\u1ef1c v\u00e0o vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau v\u00e0 m\u1ee5c ti\u00eau \u0111\u1ec1 ra.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tong_ket\"><\/span><strong>T\u1ed5ng k\u1ebft<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Vi\u1ec7c chuy\u1ec3n tr\u1ecdng t\u00e2m sang ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 ngh\u0129a l\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c ph\u1ea3i ch\u1ee7 \u0111\u1ed9ng suy ngh\u0129 v\u1ec1 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111ang t\u1ea1o ra cho ch\u00ednh m\u00ecnh, c\u0169ng nh\u01b0 c\u00e1ch m\u1ed7i h\u00e0nh \u0111\u1ed9ng v\u00e0 s\u00e1ng ki\u1ebfn \u200b\u200b\u0111\u00f3ng g\u00f3p v\u00e0o nh\u1eadn th\u1ee9c v\u00e0 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3.<\/p>\n<p>V\u1edbi t\u1ea5t c\u1ea3 th\u00f4ng tin n\u00e0y,\u00a0<a href=\"https:\/\/truongphong.net\/dich-vu\/\"><strong><em>EDB Agency<\/em><\/strong><\/a>\u00a0s\u1ebd gi\u00fap c\u00e1c nh\u00f3m ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c, d\u1ef1a tr\u00ean d\u1eef li\u1ec7u v\u1ec1 c\u00e1ch t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c trong t\u01b0\u01a1ng lai \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00fac \u0111\u1ea9y ROI.<\/p>\n<p>Tham gia v\u00e0o\u00a0<a href=\"https:\/\/www.facebook.com\/EDBAgency\" target=\"_blank\" rel=\"noopener\"><strong><em>Fanpage Facebook<\/em><\/strong><\/a>\u00a0\u0111\u1ec3 giao l\u01b0u, chia s\u1ebb ki\u1ebfn th\u1ee9c c\u00f9ng EDB nh\u00e9!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola: Ph\u00e2n t\u00edch quan tr\u1ecdng \u0110\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1886, c\u00f4ng ty hi\u1ec7n \u0111ang b\u00e1n t\u1ea1i h\u01a1n 200 qu\u1ed1c gia v\u00e0 c\u00e1c nh\u00e3n hi\u1ec7u \u0111\u1ed3 u\u1ed1ng do c\u00f4ng ty s\u1edf h\u1eefu v\u00e0 c\u1ea5p ph\u00e9p chi\u1ebfm 1,9 t\u1ef7 trong t\u1ed5ng s\u1ed1 kho\u1ea3ng 57 t\u1ef7 kh\u1ea9u ph\u1ea7n \u0111\u1ed3 u\u1ed1ng tr\u00ean to\u00e0n&#8230;<\/p>\n","protected":false},"author":6,"featured_media":1887,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[41,39,18],"tags":[66],"_links":{"self":[{"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/posts\/1862"}],"collection":[{"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/comments?post=1862"}],"version-history":[{"count":0,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/posts\/1862\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/media\/1887"}],"wp:attachment":[{"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/media?parent=1862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/categories?post=1862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/giaodienwebsite.tgs.com.vn\/agency1\/wp-json\/wp\/v2\/tags?post=1862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}