{"id":28752,"date":"2023-12-07T05:20:56","date_gmt":"2023-12-07T05:20:56","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quang-cao-advertising-la-gi-phan-biet-quang-cao-va-quan-he-cong-chung-pr.html"},"modified":"2023-12-23T06:06:41","modified_gmt":"2023-12-22T23:06:41","slug":"quang-cao-advertising-la-gi-phan-biet-quang-cao-va-quan-he-cong-chung-pr","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quang-cao-advertising-la-gi-phan-biet-quang-cao-va-quan-he-cong-chung-pr.html","title":{"rendered":"Qu\u1ea3ng c\u00e1o (Advertising) l\u00e0 g\u00ec? Ph\u00e2n bi\u1ec7t qu\u1ea3ng c\u00e1o v\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang (PR)"},"content":{"rendered":"
\n
\n
<\/div>\n
\n

H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: landerapp<\/p>\n<\/div>\n<\/div>\n

Qu\u1ea3ng c\u00e1o (Advertising)<\/font><\/h2>\n

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

Qu\u1ea3ng c\u00e1o<\/b> trong ti\u1ebfng Anh th\u01b0\u1eddng g\u1ecdi l\u00e0 Advertising<\/b>. Qu\u1ea3ng c\u00e1o<\/i> l\u00e0 nh\u1eefng h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng kh\u00f4ng tr\u1ef1c ti\u1ebfp, \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n v\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 ngu\u1ed3n g\u1ed1c kinh ph\u00ed.<\/p>\n

Thu\u1eadt ng\u1eef li\u00ean quan<\/font><\/h3>\n

Quan h\u1ec7 c\u00f4ng ch\u00fang (PR)<\/b>\u00a0l\u00e0 c\u00f4ng c\u1ee5 d\u00f9ng \u0111\u1ec3 truy\u1ec1n th\u00f4ng cho s\u1ea3n ph\u1ea9m, con ng\u01b0\u1eddi, \u0111\u1ecba \u0111i\u1ec3m, \u00fd t\u01b0\u1edfng, ho\u1ea1t \u0111\u1ed9ng, t\u1ed5 ch\u1ee9c, v\u00e0 th\u1eadm ch\u00ed l\u00e0 c\u1ea3 qu\u1ed1c gia. Ng\u01b0\u1eddi ta s\u1eed d\u1ee5ng PR \u0111\u1ec3 x\u00e2y d\u1ef1ng nh\u1eefng m\u1ed1i quan h\u1ec7 t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng, nh\u00e0 \u0111\u1ea7u t\u01b0, gi\u1edbi truy\u1ec1n th\u00f4ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng n\u01a1i doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng.<\/p>\n

So s\u00e1nh qu\u1ea3ng c\u00e1o v\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang (PR)<\/font><\/h3>\n

Gi\u1ed1ng nhau
<\/b><\/p>\n

Qu\u1ea3ng c\u00e1o v\u00e0 PR \u0111\u1ec1u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh truy\u1ec1n th\u00f4ng \u0111\u1ebfn c\u00f4ng ch\u00fang nh\u1eb1m gi\u1edbi thi\u1ec7u v\u1ec1 h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5, h\u00ecnh \u1ea3nh c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p; t\u1ea1o n\u00ean t\u00ecnh c\u1ea3m v\u00e0 \u1ea5n t\u01b0\u1ee3ng t\u1ed1t \u0111\u1eb9p trong h\u1ecd, c\u1ee7ng c\u1ed1 ni\u1ec1m tin v\u00e0 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng c\u00f3 l\u1ee3i cho ng\u01b0\u1eddi \u0111\u01b0a th\u00f4ng tin.<\/p>\n

Kh\u00e1c nhau<\/b><\/p>\n

M\u1ed9t l\u00e0:<\/i><\/p>\n

– Qu\u1ea3ng c\u00e1o ch\u1ee7 y\u1ebfu l\u00e0 c\u00e1ch th\u1ee9c truy\u1ec1n t\u1ea3i th\u00f4ng tin t\u1eeb nh\u00e0 s\u1ea3n xu\u1ea5t, kinh doanh \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. Qu\u00e1 tr\u00ecnh th\u00f4ng tin n\u00e0y th\u01b0\u1eddng mang t\u00ednh ch\u1ea5t m\u1ed9t chi\u1ec1u v\u00e0 \u00e1p \u0111\u1eb7t kh\u00f4ng c\u00f3 s\u1ef1 ph\u1ea3n h\u1ed3i ngay l\u1eadp t\u1ee9c t\u1eeb ph\u00eda doanh nghi\u1ec7p<\/span>, t\u1ed5 ch\u1ee9c.\u00a0<\/p>\n

– Trong khi \u0111\u00f3, PR l\u00e0 c\u00e1c th\u00f4ng tin li\u00ean quan \u0111\u1ebfn to\u00e0n b\u1ed9 ho\u1ea1t \u0111\u1ed9ng giao ti\u1ebfp \u0111\u1ed1i n\u1ed9i v\u00e0 \u0111\u1ed1i ngo\u1ea1i c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c, c\u00f3 t\u1ea7m bao qu\u00e1t r\u1ed9ng h\u01a1n v\u00e0 th\u00f4ng tin mang t\u00ednh hai chi\u1ec1u.<\/p>\n

Hai l\u00e0:<\/i><\/p>\n

– Qu\u1ea3ng c\u00e1o l\u00e0 th\u00f4ng tin c\u1ee7a ch\u00ednh c\u00e1c nh\u00e0 kinh doanh n\u00f3i v\u1ec1 m\u00ecnh, mang t\u00ednh th\u01b0\u01a1ng m\u1ea1i.<\/p>\n

– PR l\u00e0 th\u00f4ng tin c\u1ee7a b\u00ean th\u1ee9 ba, c\u1ee7a gi\u1edbi truy\u1ec1n th\u00f4ng n\u00f3i v\u1ec1 t\u1ed5 ch\u1ee9c n\u00ean n\u00f3 mang t\u00ednh gi\u00e1n ti\u1ebfp v\u00e0 phi th\u01b0\u01a1ng m\u1ea1i.<\/p>\n

Ba l\u00e0:<\/i><\/p>\n

– M\u1ee5c ti\u00eau c\u1ee7a qu\u1ea3ng c\u00e1o l\u00e0 k\u00edch th\u00edch ti\u00eau th\u1ee5 c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 v\u00e0 t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh cho c\u00e1c doanh nghi\u1ec7p. M\u1ee5c ti\u00eau c\u1ee7a PR l\u00e0 x\u00e2y d\u1ef1ng v\u00e0 b\u1ea3o v\u1ec7 danh ti\u1ebfng, uy t\u00edn cho c\u00e1c t\u1ed5 ch\u1ee9c.<\/p>\n

B\u1ed1n l\u00e0:<\/i><\/p>\n

– Qu\u1ea3ng c\u00e1o l\u00e0 h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n c\u00f2n PR l\u00e0 h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng kh\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n.<\/p>\n

N\u0103m l\u00e0:<\/i><\/p>\n

Qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c c\u00e1c th\u00f4ng tin \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00f3 t\u00ednh th\u1ed1ng nh\u1ea5t khi truy\u1ec1n tin tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n kh\u00e1c nhau.<\/p>\n

PR kh\u00f4ng ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c n\u1ed9i dung v\u00e0 th\u1eddi gian th\u00f4ng tin; m\u1eb7t kh\u00e1c th\u00f4ng tin c\u1ee7a PR thi\u1ebfu nh\u1ea5t qu\u00e1n, do nhi\u1ec1u ng\u01b0\u1eddi ti\u1ebfp c\u1eadn th\u00f4ng tin theo g\u00f3c \u0111\u1ed9 v\u00e0 quan \u0111i\u1ec3m kh\u00e1c nhau.<\/p>\n

S\u00e1u l\u00e0:<\/i><\/p>\n

– Qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c l\u1eb7p l\u1ea1i nhi\u1ec1u l\u1ea7n nh\u1eb1m t\u00e1c \u0111\u1ed9ng v\u00e0o t\u00e2m l\u00ed<\/span>, c\u1ee7ng c\u1ed1 ni\u1ec1m tin, c\u00f2n PR kh\u00f4ng l\u1eb7p l\u1ea1i th\u00f4ng tin n\u00ean thi\u1ebfu t\u00ednh kh\u1eafc h\u1ecda.<\/p>\n

B\u1ea3y l\u00e0:<\/i><\/p>\n

– Th\u00f4ng tin c\u1ee7a qu\u1ea3ng c\u00e1o h\u01b0\u1edbng t\u1edbi m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3. Th\u00f4ng tin c\u1ee7a PR lan t\u1ecfa \u0111\u1ebfn nhi\u1ec1u nh\u00f3m c\u00f4ng ch\u00fang r\u1ed9ng r\u00e3i (nh\u00e2n vi\u00ean, nh\u00e0 \u0111\u1ea7u t\u01b0, nh\u00e0 cung c\u1ea5p, nh\u00e0 ph\u00e2n ph\u1ed1i, c\u1ed9ng \u0111\u1ed3ng…).<\/p>\n

T\u00e1m l\u00e0:<\/i><\/p>\n

– Chi ph\u00ed cho ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o r\u1ea5t t\u1ed1n k\u00e9m (Qu\u1ea3ng c\u00e1o th\u01b0\u1eddng h\u01b0\u1edbng t\u1edbi l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00f3 gi\u1edbi h\u1ea1n c\u1ee5 th\u1ec3, n\u00ean chi ph\u00ed tr\u00ean l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng s\u1ebd cao), chi ph\u00ed cho PR \u0111\u1ee1 t\u1ed1n k\u00e9m h\u01a1n (do PR c\u00f3 s\u1ee9c lan t\u1ecfa l\u1edbn, \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft t\u1edbi)<\/p>\n

Ch\u00edn l\u00e0:<\/i><\/p>\n

– T\u00ednh kh\u00e1ch quan v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a c\u00f4ng ch\u00fang v\u00e0o qu\u1ea3ng c\u00e1o<\/span> th\u1ea5p h\u01a1n PR (do qu\u1ea3ng c\u00e1o<\/span> l\u00e0 t\u1ef1 doanh nghi\u1ec7p<\/span> n\u00f3i v\u1ec1 m\u00ecnh, c\u00f2n PR l\u00e0 ho\u1ea1t \u0111\u1ed9ng gi\u1edbi truy\u1ec1n th\u00f4ng n\u00f3i v\u1ec1 c\u00e1c doanh nghi\u1ec7p, n\u00ean s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c<\/span> nhi\u1ec1u c\u1ea3m t\u00ecnh c\u1ee7a c\u00f4ng ch\u00fang, tin t\u01b0\u1edfng v\u00e0o th\u00f4ng tin \u0111\u01b0\u1ee3c<\/span> cung c\u1ea5p).<\/p>\n

M\u01b0\u1eddi l\u00e0:<\/i><\/p>\n

– H\u00ecnh th\u1ee9c chuy\u1ec3n t\u1ea3i th\u00f4ng tin c\u1ee7a qu\u1ea3ng c\u00e1o linh ho\u1ea1t, \u0111a d\u1ea1ng v\u00e0 r\u1ea5t phong ph\u00fa th\u1eadm ch\u00ed h\u00e0i h\u01b0\u1edbc.<\/p>\n

– H\u00ecnh th\u1ee9c chuy\u1ec3n t\u1ea3i th\u00f4ng tin c\u1ee7a PR nghi\u00eam t\u00fac v\u00e0 chu\u1ea9n m\u1ef1c h\u01a1n.<\/p>\n

M\u01b0\u1eddi m\u1ed9t l\u00e0:<\/i><\/span><\/p>\n

– Qu\u1ea3ng c\u00e1o<\/span> ch\u1ee7 y\u1ebfu d\u00e0nh cho c\u00e1c doanh nghi\u1ec7p, PR c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng cho t\u1ea5t c\u1ea3 c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n.<\/p>\n

M\u01b0\u1eddi hai l\u00e0:<\/i><\/p>\n

– PR kh\u1eafc ph\u1ee5c tr\u1edf ng\u1ea1i c\u1ee7a qu\u1ea3ng c\u00e1o do h\u1ea1n ch\u1ebf v\u00f9ng ph\u00e1t s\u00f3ng.<\/p>\n

M\u01b0\u1eddi ba l\u00e0:<\/i><\/p>\n

– PR truy\u1ec1n th\u00f4ng nh\u1eefng n\u1ed9i dung kh\u00f4ng \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Quan h\u1ec7 c\u00f4ng ch\u00fang, NXB T\u00e0i ch\u00ednh)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u1ea3ng c\u00e1o (ti\u1ebfng Anh: Advertising) l\u00e0 nh\u1eefng h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng kh\u00f4ng tr\u1ef1c ti\u1ebfp, \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n v\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 ngu\u1ed3n g\u1ed1c kinh ph\u00ed.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28752"}],"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=28752"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28752\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=28752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=28752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=28752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}