{"id":36004,"date":"2023-12-08T11:36:32","date_gmt":"2023-12-08T11:36:32","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quang-cao-so-sanh-comparative-advertising-la-gi-noi-dung-ve-quang-cao-so-sanh.html"},"modified":"2023-12-23T21:01:37","modified_gmt":"2023-12-23T14:01:37","slug":"quang-cao-so-sanh-comparative-advertising-la-gi-noi-dung-ve-quang-cao-so-sanh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quang-cao-so-sanh-comparative-advertising-la-gi-noi-dung-ve-quang-cao-so-sanh.html","title":{"rendered":"Qu\u1ea3ng c\u00e1o so s\u00e1nh (Comparative Advertising) l\u00e0 g\u00ec? N\u1ed9i dung v\u1ec1 qu\u1ea3ng c\u00e1o so s\u00e1nh"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Youtube)<\/p>\n<\/div>\n<\/div>\n

Qu\u1ea3ng c\u00e1o so s\u00e1nh (Comparative Advertising)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/b> trong ti\u1ebfng Anh l\u00e0 Comparative Advertising.<\/b><\/p>\n

Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> \u0111\u00e3 xu\u1ea5t hi\u1ec7n \u1edf M\u1ef9 v\u00e0 T\u00e2y \u00c2u t\u1eeb l\u00e2u. Theo tuy\u00ean b\u1ed1 c\u1ee7a \u1ee6y ban Th\u01b0\u01a1ng m\u1ea1i Li\u00ean bang M\u1ef9 th\u00ec: “Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nh\u01b0 l\u00e0 qu\u1ea3ng c\u00e1o m\u00e0 so s\u00e1nh nh\u1eefng\u00a0nh\u00e3n hi\u1ec7u\u00a0h\u00e0ng h\u00f3a kh\u00e1c theo nh\u1eefng\u00a0thu\u1ed9c t\u00ednh\u00a0kh\u00e1ch quan c\u00f3 th\u1ec3 ki\u1ec3m ch\u1ee9ng ho\u1eb7c gi\u00e1 c\u1ea3 v\u00e0 l\u00e0 s\u1ef1 l\u00e0m nh\u1eadn ra nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a kh\u00e1c b\u1edfi t\u00ean, minh h\u1ecda b\u1eb1ng h\u00ecnh \u1ea3nh ho\u1eb7c th\u00f4ng tin ri\u00eang bi\u1ec7t kh\u00e1c”.<\/p>\n

Theo Li\u00ean minh Ch\u00e2u \u00c2u th\u00ec: “Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> l\u00e0 m\u1ecdi qu\u1ea3ng c\u00e1o l\u00e0m nh\u1eadn ra m\u1ed9t c\u00e1ch tr\u1ef1c ti\u1ebfp ho\u1eb7c gi\u00e1n ti\u1ebfp m\u1ed9t\u00a0doanh nghi\u1ec7p\u00a0c\u1ea1nh tranh\u00a0ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c c\u00e1c d\u1ecbch v\u1ee5 m\u00e0 m\u1ed9t doanh nghi\u1ec7p c\u1ea1nh tranh cung \u1ee9ng”.<\/p>\n

C\u00f2n \u1edf Vi\u1ec7t Nam, qu\u1ea3ng c\u00e1o so s\u00e1nh <\/i>\u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn trong\u00a0Lu\u1eadt Th\u01b0\u01a1ng m\u1ea1i\u00a01997 t\u1ea1i \u0110i\u1ec1u 192. Nh\u01b0ng c\u1ea3\u00a0Lu\u1eadt Th\u01b0\u01a1ng m\u1ea1i\u00a0n\u0103m 1997 v\u00e0 2005, Lu\u1eadt C\u1ea1nh tranh\u00a02004 hay\u00a0Ph\u00e1p l\u1ec7nh\u00a0Qu\u1ea3ng c\u00e1o n\u0103m 2001… \u0111\u1ec1u kh\u00f4ng \u0111\u1ecbnh ngh\u0129a qu\u1ea3ng c\u00e1o so s\u00e1nh.<\/i><\/p>\n

Tuy nhi\u00ean, ch\u00fang ta c\u00f3 th\u1ec3 hi\u1ec3u qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> nh\u01b0 sau: “Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> l\u00e0 qu\u1ea3ng c\u00e1o l\u00e0m nh\u1eadn ra m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m hay c\u00e1c d\u1ecbch v\u1ee5 c\u00f9ng lo\u1ea1i m\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh s\u1ea3n xu\u1ea5t, cung \u1ee9ng hay ph\u00e2n ph\u1ed1i v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1\u00a0\u0111i\u1ec1u ki\u1ec7n\u00a0kh\u00e1c do ph\u00e1p lu\u1eadt qui \u0111\u1ecbnh”.<\/p>\n

N\u1ed9i dung v\u1ec1 qu\u1ea3ng c\u00e1o so s\u00e1nh<\/font><\/h3>\n

\u0110i\u1ec1u ki\u1ec7n tr\u1edf th\u00e0nh qu\u1ea3ng c\u00e1o so s\u00e1nh<\/b><\/p>\n

Kh\u00f4ng ph\u1ea3i b\u1ea5t k\u00ec h\u00e0nh vi qu\u1ea3ng c\u00e1o n\u00e0o c\u00f3 th\u00f4ng tin, c\u00f3 s\u1ef1 so s\u00e1nh v\u1edbi m\u1ed9t doanh nghi\u1ec7p hay h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 kh\u00e1c c\u0169ng \u0111\u1ec1u tr\u1edf th\u00e0nh qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i>. S\u1ef1 so s\u00e1nh n\u00e0y \u0111\u01b0\u1ee3c bi\u1ec3u hi\u1ec7n \u1edf kh\u00eda c\u1ea1nh:\u00a0<\/p>\n

M\u1ed9t l\u00e0, s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o v\u00e0 s\u1ea3n ph\u1ea9m b\u1ecb so s\u00e1nh ph\u1ea3i l\u00e0 s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i. L\u00ed lu\u1eadn\u00a0v\u1ec1 c\u1ea1nh tranh \u0111\u00e3 ch\u1ec9 r\u00f5 r\u1eb1ng c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi l\u00e0 c\u1ea1nh tranh v\u1edbi nhau khi ch\u00fang c\u00f9ng lo\u1ea1i v\u00e0 c\u00e1c th\u00f4ng tin trong qu\u1ea3ng c\u00e1o khi n\u00f3i \u0111\u1ebfn hai s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i c\u1ee7a hai doanh nghi\u1ec7p kh\u00e1c nhau th\u00ec m\u1edbi l\u00e0 so s\u00e1nh.\u00a0<\/p>\n

Hai l\u00e0, s\u1ea3n ph\u1ea9m b\u1ecb so s\u00e1nh ph\u1ea3i l\u00e0 s\u1ea3n ph\u1ea9m do doanh nghi\u1ec7p kh\u00e1c s\u1ea3n xu\u1ea5t ho\u1eb7c kinh doanh.<\/p>\n

Vai tr\u00f2 v\u00e0 nh\u1eefng \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c ph\u00e1t sinh t\u1eeb qu\u1ea3ng c\u00e1o so s\u00e1nh <\/b><\/p>\n

Vai tr\u00f2\u00a0c\u1ee7a h\u00e0nh vi qu\u1ea3ng c\u00e1o so s\u00e1nh:<\/i><\/p>\n

Tr\u01b0\u1edbc h\u1ebft, qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng th\u1ee9c th\u00fac \u0111\u1ea9y s\u1ef1 c\u1ea1nh tranh gi\u1eefa c\u00e1c h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u00f9ng lo\u1ea1i v\u1edbi nhau c\u1ee7a c\u00e1c th\u01b0\u01a1ng nh\u00e2n \u0111\u1ec3 t\u1eeb \u0111\u00f3 t\u1ea1o n\u00ean s\u1ef1\u00a0ph\u00e1t tri\u1ec3n\u00a0trong c\u1ea3 n\u1ec1n kinh t\u1ebf, d\u1ecbch v\u1ee5 h\u00e0ng ho\u00e1.<\/p>\n

Th\u1ee9 hai, qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> cho ph\u00e9p th\u01b0\u01a1ng nh\u00e2n\u00a0ch\u1ee9ng minh\u00a0m\u1ed9t c\u00e1ch kh\u00e1ch quan s\u1ef1 x\u1ee9ng \u0111\u00e1ng c\u1ee7a s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd c\u00f3; kh\u00f4ng nh\u1eefng v\u1eady, qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> v\u1eeba t\u1ea1o ra m\u1ed9t h\u1ec7 th\u1ed1ng th\u00f4ng tin phong ph\u00fa v\u00e0 \u0111\u1eb7c s\u1eafc cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1eeba g\u00f3p ph\u1ea7n l\u00e0m n\u00ean nh\u1eefng “nh\u00e0 ti\u00eau d\u00f9ng th\u00f4ng th\u00e1i” trong n\u1ec1n\u00a0kinh t\u1ebf th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Th\u1ee9 ba, qu\u1ea3ng c\u00e1o so s\u00e1nh <\/i>ph\u00e1t huy\u00a0ch\u1ee9c n\u0103ng\u00a0c\u1ee7a c\u1ea1nh tranh trong n\u1ec1n kinh t\u1ebf. V\u00e0 c\u0169ng th\u00f4ng qua s\u1ef1 th\u00fac \u0111\u1ea9y c\u1ea1nh tranh c\u1ee7a qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i>, quy\u1ec1n l\u1ee3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c b\u1ea3o v\u1ec7 t\u1ed1t h\u01a1n, n\u00e2ng cao ch\u1ea5t\u00a0l\u01b0\u1ee3ng\u00a0qu\u1ea3n l\u00ed ho\u1ea1t \u0111\u1ed9ng b\u1ea3o v\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01a1n n\u1eefa.<\/p>\n

Th\u1ee9 t\u01b0, qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> g\u00f3p ph\u1ea7n th\u00fac \u0111\u1ea9y t\u1ed1c \u0111\u1ed9 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i v\u00e0 m\u00f4i tr\u01b0\u1eddng kinh doanh.<\/p>\n

B\u00ean c\u1ea1nh nh\u1eefng vai tr\u00f2 tr\u00ean th\u00ec qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> c\u0169ng g\u00e2y ra m\u1ed9t s\u1ed1 \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c nh\u01b0 sau:<\/p>\n

\u2013 Qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> g\u00e2y ra nh\u1eefng b\u1ea5t l\u1ee3i cho th\u01b0\u01a1ng nh\u00e2n ho\u1eb7c h\u00e0ng ho\u00e1,d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng nh\u00e2n \u0111\u01b0\u1ee3c so s\u00e1nh. \u1ea2nh h\u01b0\u1edfng n\u00e0y \u0111\u01b0\u1ee3c xem x\u00e9t d\u01b0\u1edbi g\u00f3c \u0111\u1ed9 nh\u1eefng qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> trung th\u1ef1c, kh\u00f4ng\u00a0vi ph\u1ea1m ph\u00e1p lu\u1eadt.<\/p>\n

\u2013 C\u00e1c th\u01b0\u01a1ng nh\u00e2n\u00a0l\u1ee3i d\u1ee5ng\u00a0qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> \u0111\u1ec3 qu\u1ea3ng c\u00e1o nh\u1eb1m c\u1ea1nh tranh kh\u00f4ng l\u00e0nh m\u1ea1nh. Nh\u1eefng bi\u1ec3u hi\u1ec7n c\u1ee7a h\u00e0nh vi n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u01b0: qu\u1ea3ng c\u00e1o so s\u00e1nh<\/i> sai s\u1ef1 th\u1eadt, g\u00e2y nh\u1ea7m l\u1eabn, kh\u00f4ng kh\u00e1ch quan,…<\/p>\n

Qua \u0111\u00f3, ta nh\u1eadn th\u1ea5y r\u1eb1ng: Qu\u1ea3ng c\u00e1o so s\u00e1nh <\/i>l\u00e0 v\u1ea5n \u0111\u1ec1 kh\u00e1 ph\u1ee9c t\u1ea1p b\u1edfi tuy n\u00f3 l\u00e0 m\u1ed9t h\u00e0nh vi nh\u1ecf nh\u01b0ng ch\u1ee9a \u0111\u1ef1ng nhi\u1ec1u n\u1ed9i dung c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh v\u00e0 \u0111\u01b0\u1ee3c x\u1eed l\u00ed r\u1ea5t kh\u00e1c trong c\u00e1c h\u1ec7 th\u1ed1ng ph\u00e1p lu\u1eadt kh\u00e1c nhau. Tuy nhi\u00ean, c\u0169ng ph\u1ea3i c\u00f4ng nh\u1eadn r\u1eb1ng qu\u1ea3ng c\u00e1o so s\u00e1nh<\/b> s\u1ebd lu\u00f4n gi\u1eef v\u1eefng \u0111\u01b0\u1ee3c vai tr\u00f2\u00a0v\u1ed1n\u00a0c\u00f3 c\u1ee7a m\u00ecnh l\u00e0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i h\u1eefu hi\u1ec7u, m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u1eafc l\u1ef1c cho th\u01b0\u01a1ng nh\u00e2n tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Lu\u1eadt\u00a0th\u01b0\u01a1ng m\u1ea1i – t\u1eadp 2, NXB C\u00f4ng An Nh\u00e2n D\u00e2n, 2006)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u1ea3ng c\u00e1o so s\u00e1nh (ti\u1ebfng Anh: Comparative Advertising) l\u00e0 qu\u1ea3ng c\u00e1o l\u00e0m nh\u1eadn ra m\u1ed9t ho\u1eb7c m\u1ed9t v\u00e0i \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m hay c\u00e1c d\u1ecbch v\u1ee5 c\u00f9ng lo\u1ea1i…\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36004"}],"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=36004"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36004\/revisions"}],"predecessor-version":[{"id":68647,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36004\/revisions\/68647"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36004"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36004"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}