{"id":25750,"date":"2023-12-07T01:45:55","date_gmt":"2023-12-07T01:45:55","guid":{"rendered":"https:\/\/masterskills.org\/blog\/tren-vach-above-the-line-atl-la-gi-dac-trung-cua-atl-trong-marketing.html"},"modified":"2023-12-22T10:49:45","modified_gmt":"2023-12-22T03:49:45","slug":"tren-vach-above-the-line-atl-la-gi-dac-trung-cua-atl-trong-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tren-vach-above-the-line-atl-la-gi-dac-trung-cua-atl-trong-marketing.html","title":{"rendered":"Tr\u00ean v\u1ea1ch (Above The Line – ATL) l\u00e0 g\u00ec? \u0110\u1eb7c tr\u01b0ng c\u1ee7a ATL trong marketing"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/p>\n<\/div>\n<\/div>\n

Tr\u00ean v\u1ea1ch (Above The Line – ATL)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/em><\/b><\/p>\n

Tr\u00ean v\u1ea1ch <\/b>trong ti\u1ebfng Anh l\u00e0\u00a0Above The Line<\/b>, vi\u1ebft t\u1eaft l\u00e0 ATL<\/b>.<\/p>\n

\u1ede Anh, thu\u1eadt ng\u1eef\u00a0tr\u00ean v\u1ea1ch<\/i>\u00a0v\u00e0\u00a0d\u01b0\u1edbi v\u1ea1ch\u00a0<\/i>\u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 t\u00e1ch c\u00e1c kho\u1ea3n m\u1ee5c ch\u00ednh, c\u00f3 c\u00f9ng b\u1ea3n ch\u1ea5t ra kh\u1ecfi c\u00e1c kho\u1ea3n ph\u1ee5 tr\u1ee3 ho\u1eb7c b\u1ed5 sung, mang b\u1ea3n ch\u1ea5t kh\u00e1c, nh\u01b0ng \u0111\u01b0\u1ee3c ghi ch\u00e9p trong c\u00f9ng m\u1ed9t bi\u1ec3u th\u1ed1ng k\u00ea, k\u1ebf to\u00e1n.<\/p>\n

C\u1ee5 th\u1ec3, n\u00f3 \u0111\u01b0\u1ee3c d\u00f9ng theo c\u00e1c ngh\u0129a sau:<\/p>\n

(1) Trong c\u00e1n c\u00e2n thanh to\u00e1n, \u0111\u01b0\u1eddng “v\u1ea1ch” \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 chia c\u00e1c giao d\u1ecbch trong c\u00e1n c\u00e2n thanh to\u00e1n ch\u00ednh th\u1ee9c (bao g\u1ed3m c\u00e1c giao d\u1ecbch trong t\u00e0i kho\u1ea3n v\u00e3ng lai v\u00e0 t\u00e0i kho\u1ea3n v\u1ed1n – n\u1eb1m \u1edf ph\u00eda tr\u00ean \u0111\u01b0\u1eddng v\u1ea1ch ) v\u00e0 giao d\u1ecbch b\u00f9 tr\u1eeb do ng\u00e2n h\u00e0ng trung \u01b0\u01a1ng th\u1ef1c hi\u1ec7n (v\u00ed d\u1ee5 mua b\u00e1n ngo\u1ea1i t\u1ec7 – n\u1eb1m \u1edf ph\u00eda d\u01b0\u1edbi \u0111\u01b0\u1eddng v\u1ea1ch).<\/p>\n

Kh\u00e1i ni\u1ec7m n\u00e0y cho ph\u00e9p t\u00e1ch c\u00e1c giao d\u1ecbch c\u00f3 b\u1ea3n ch\u1ea5t b\u00f9 tr\u1eeb, nh\u01b0ng l\u1ea1i \u0111\u01b0\u1ee3c ghi v\u00e0o t\u00e0i kho\u1ea3n v\u1ed1n, ra kh\u1ecfi c\u00e1c kho\u1ea3n giao d\u1ecbch t\u1ef1 sinh, t\u1ee9c giao d\u1ecbch ph\u00e1t sinh t\u1eeb c\u00e1c quy\u1ebft \u0111\u1ecbnh t\u01b0 nh\u00e2n.<\/p>\n

(2) Thu\u1eadt ng\u1eef “tr\u00ean v\u1ea1ch” tr\u01b0\u1edbc \u0111\u00e2y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong h\u1ec7 th\u1ed1ng t\u00e0i kho\u1ea3n qu\u1ed1c gia c\u1ee7a Anh. Trong c\u00e1c kho\u1ea3n m\u1ee5c ng\u00e2n s\u00e1ch nh\u00e0 n\u01b0\u1edbc t\u1eeb 1947 \u0111\u1ebfn 1963. \u0110\u01b0\u1eddng v\u1ea1ch d\u00f9ng \u0111\u1ec3 t\u00e1ch c\u00e1c kho\u1ea3n chi ti\u00eau th\u01b0\u1eddng xuy\u00ean ra kh\u1ecfi c\u00e1c kho\u1ea3n thu chi t\u1eeb v\u1ed1n vay, k\u1ec3 c\u1ea3 thanh to\u00e1n n\u1ee3.<\/p>\n

(3) Trong kinh doanh, nh\u1eefng kho\u1ea3n chi tr\u1ef1c ti\u1ebfp cho qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 c\u00e1c kho\u1ea3n chi “tr\u00ean v\u1ea1ch”, c\u00f2n c\u00e1c kho\u1ea3n chi x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng kh\u00e1c (v\u00ed d\u1ee5 t\u1eb7ng ph\u1ea9m, b\u00e1n r\u1ebb) \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 c\u00e1c kho\u1ea3n chi “d\u01b0\u1edbi v\u1ea1ch”.<\/p>\n

\u0110\u1eb7c tr\u01b0ng c\u1ee7a ATL trong marketing<\/font><\/h3>\n

– Thu\u1eadt ng\u1eef tr\u00ean v\u1ea1ch – ATL<\/b> \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eefng k\u00eanh marketing truy\u1ec1n th\u00f4ng nh\u1eb1m x\u00e2y d\u1ef1ng t\u00ednh c\u00e1ch v\u00e0 ch\u1ee7 \u0111\u1ec1 cho th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch n\u00e0y, ho\u1ea1t \u0111\u1ed9ng ph\u1ed5 bi\u1ebfn nh\u1ea5t c\u1ee7a ATL l\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean tivi, b\u00e1o in, t\u1ea1p ch\u00ed,\u00a0outdoor…<\/p>\n

– ATL<\/i> h\u01b0\u1edbng t\u1edbi t\u1ed5ng th\u1ec3 nh\u00f3m kh\u00e1ch hang m\u1ee5c ti\u00eau. K\u00eanh truy\u1ec1n th\u00f4ng ATL s\u1eed d\u1ee5ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn c\u00f9ng l\u00fac s\u1ed1 \u0111\u00f4ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau (v\u00ed d\u1ee5 m\u1ed9t\u00a0spot\u00a0qu\u1ea3ng c\u00e1o tr\u00ean \u0111\u00e0i truy\u1ec1n h\u00ecnh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c hang tri\u1ec7u ng\u01b0\u1eddi xem trong c\u00f9ng m\u1ed9t th\u1eddi \u0111i\u1ec3m).<\/p>\n

– ATL<\/i> x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n v\u00e0 khu\u1ebfch tr\u01b0\u01a1ng th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua vi\u1ec7c t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb c\u1ea3m t\u00ednh v\u1ec1 ch\u1ee7 \u0111\u1ec1 v\u00e0 t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– T\u00ednh t\u01b0\u01a1ng t\u00e1c c\u1ee7a ATL<\/i> r\u1ea5t th\u1ea5p, th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u mang t\u00ednh m\u1ed9t chi\u1ec1u (t\u1eeb doanh nghi\u1ec7p \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng).<\/p>\n

– ATL<\/i> g\u1eafn v\u1edbi c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: T\u1eeb \u0111i\u1ec3n Kinh t\u1ebf h\u1ecdc, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n,\u00a0Below the line (BTL) v\u00e0 Above the line (ATL), Brands Vietnam)<\/i><\/p>\n

    \n<\/ol><\/div>\n","protected":false},"excerpt":{"rendered":"
    \n Tr\u00ean v\u1ea1ch (ti\u1ebfng Anh: Above The Line, vi\u1ebft t\u1eaft: ATL) trong kinh doanh l\u00e0 nh\u1eefng kho\u1ea3n chi tr\u1ef1c ti\u1ebfp cho qu\u1ea3ng c\u00e1o.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[414],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25750"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=25750"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25750\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=25750"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=25750"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=25750"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}