{"id":48639,"date":"2023-12-17T00:31:38","date_gmt":"2023-12-17T00:31:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/brief-la-gi-dac-diem-nao-tao-nen-ban-brief-chuan-chinh-trong-marketing.html"},"modified":"2023-12-17T00:31:38","modified_gmt":"2023-12-17T00:31:38","slug":"brief-la-gi-dac-diem-nao-tao-nen-ban-brief-chuan-chinh-trong-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/brief-la-gi-dac-diem-nao-tao-nen-ban-brief-chuan-chinh-trong-marketing.html","title":{"rendered":"Brief L\u00e0 G\u00ec? \u0110\u1eb7c \u0110i\u1ec3m N\u00e0o T\u1ea1o N\u00ean B\u1ea3n Brief Chu\u1ea9n \u2013 Ch\u1ec9nh Trong Marketing"},"content":{"rendered":"
\n

H\u1ea7u h\u1ebft b\u1ea5t k\u1ef3 ai l\u00e0m trong c\u00e1c l\u0129nh v\u1ef1c kinh t\u1ebf, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c b\u1ea1n l\u00e0m trong marketing \u0111\u1ec1u \u0111\u00e3 t\u1eebng nghe qua Brief. M\u1ed9t b\u1ea3n brief t\u1ed1t s\u1ebd kh\u1edfi \u0111\u1ea7u cho m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o th\u00e0nh c\u00f4ng. <\/p>\n

Brief l\u00e0 g\u00ec<\/strong> m\u00e0 l\u1ea1i l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn d\u1ecbch marketing. Masterskills \u0111\u00e3 t\u1ed5ng h\u1ee3p c\u00e1c th\u00f4ng tin c\u1ea7n bi\u1ebft \u0111\u1ec3 c\u00f3 m\u1ed9t b\u1ea3n brief ho\u00e0n h\u1ea3o.<\/p>\n

Brief ngh\u0129a l\u00e0 g\u00ec?\u00a0<\/strong><\/h2>\n

Brief l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u v\u1edbi c\u00e1c h\u01b0\u1edbng d\u1eabn \u0111\u1ec3 ch\u1ea1y c\u00e1c chi\u1ebfn d\u1ecbch v\u00e0 d\u1ef1 \u00e1n ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c g\u1eedi t\u1eeb kh\u00e1ch h\u00e0ng (Client) \u0111\u1ebfn v\u1edbi c\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 Marketing (Agency) \u0111\u1ec3 th\u00f4ng b\u00e1o c\u00e1c ph\u01b0\u01a1ng \u00e1n c\u1ea7n th\u1ef1c hi\u1ec7n v\u00e0 c\u00e1c quy tr\u00ecnh th\u1ef1c hi\u1ec7n n\u00f3.\u00a0<\/p>\n

C\u00e1c t\u00e0i li\u1ec7u n\u00e0y \u0111\u01b0\u1ee3c chia s\u1ebb n\u1ed9i b\u1ed9 trong c\u00f4ng ty qua c\u00e1c v\u1ecb tr\u00ed kh\u00e1c nhau nh\u01b0 copywriters hay graphic designers, \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi n\u1eafm r\u00f5 c\u00e1c n\u1ed9i dung m\u00e0 kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u, \u0111\u00e1p \u1ee9ng t\u1ed1t c\u00e1c nhu c\u1ea7u kh\u00e1ch h\u00e0ng. Brief c\u1ee7a b\u1ea1n s\u1ebd ch\u1ee9a c\u00e1c h\u01b0\u1edbng d\u1eabn v\u00e0 th\u00f4ng tin \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c d\u1ef1 \u00e1n ho\u1eb7c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng.\u00a0<\/p>\n

N\u1ebfu b\u1ea1n \u0111ang t\u1ef1 h\u1ecfi li\u1ec7u vi\u1ec7c t\u1ea1o m\u1ed9t b\u1ea3n brief c\u00f3 x\u1ee9ng \u0111\u00e1ng v\u1edbi th\u1eddi gian c\u1ee7a m\u00ecnh hay kh\u00f4ng, th\u00ec xin m\u1eddi b\u1ea1n tham kh\u1ea3o c\u00e1c ph\u1ea7n ti\u1ebfp theo \u0111\u1ec3 t\u00ecm hi\u1ec3u l\u00fd do t\u1ea1i sao n\u00f3 c\u1ef1c k\u1ef3 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch ho\u1eb7c d\u1ef1 \u00e1n ti\u1ebfp th\u1ecb.<\/p>\n

\n
\"Brief
Brief l\u00e0 nh\u1eefng y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng g\u1eedi \u0111\u1ebfn Agency.<\/figcaption><\/figure>\n<\/div>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a brief trong marketing\u00a0<\/strong><\/h2>\n

Nh\u01b0 \u0111\u00e3 n\u00f3i, brief \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho c\u00e1c b\u01b0\u1edbc \u0111\u1ea7u c\u1ee7a chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. \u0110i\u1ec1u n\u00e0y nh\u1eb1m \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c nh\u00f3m tham gia v\u00e0o chi\u1ebfn d\u1ecbch \u0111\u1ec1u \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt th\u00f4ng tin v\u1ec1 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111ang di\u1ec5n ra v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c s\u1ebd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n.<\/p>\n

Brief kh\u00f4ng ch\u1ec9 l\u00e0 n\u1ec1n m\u00f3ng v\u1eefng ch\u1eafc c\u1ee7a d\u1ef1 \u00e1n qu\u1ea3ng c\u00e1o m\u00e0 c\u00f2n c\u00f3 nhi\u1ec1u l\u1ee3i \u00edch kh\u00e1c. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 l\u1ee3i \u00edch c\u1ee7a vi\u1ec7c t\u1ea1o brief:<\/p>\n

    \n
  • \u0110\u1eb7t m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng cho chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u1ee7a b\u1ea1n<\/li>\n
  • \u0110\u01b0a ra c\u1ed9t m\u1ed1c th\u1eddi gian r\u00f5 r\u00e0ng \u0111\u1ec3 d\u1ec5 d\u00e0ng theo d\u00f5i<\/li>\n
  • Giao tr\u00e1ch nhi\u1ec7m cho c\u00e1c th\u00e0nh vi\u00ean ho\u1eb7c c\u00e1c b\u00ean li\u00ean quan<\/li>\n
  • Gi\u00fap m\u00f4 t\u1ea3 m\u1ee5c \u0111\u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb<\/li>\n
  • \u0110\u01b0a ra c\u00e1c ph\u00e9p so s\u00e1nh s\u1ebd gi\u00fap x\u00e1c \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch c\u1ee7a b\u1ea1n<\/li>\n
  • X\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 k\u1ebft qu\u1ea3 mong mu\u1ed1n c\u1ee7a m\u1ed9t d\u1ef1 \u00e1n ho\u1eb7c chi\u1ebfn d\u1ecbch<\/li>\n<\/ul>\n

    N\u00f3i t\u00f3m l\u1ea1i, m\u1ed9t b\u1ea3n t\u00f3m t\u1eaft ti\u1ebfp th\u1ecb gi\u00fap m\u1ecdi ng\u01b0\u1eddi c\u1eadp nh\u1eadt, l\u00e0m r\u00f5 vai tr\u00f2 v\u00e0 m\u1ee5c ti\u00eau, \u0111\u1ed3ng th\u1eddi \u0111\u01a1n gi\u1ea3n l\u00e0 lo\u1ea1i b\u1ecf kh\u1ea3 n\u0103ng x\u1ea3y ra b\u1ea5t k\u1ef3 s\u1ef1 nh\u1ea7m l\u1eabn n\u00e0o. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao m\u1ed9t b\u1ea3n brief \u0111\u01b0\u1ee3c \u0111\u1ecbnh d\u1ea1ng t\u1ed1t v\u00e0 c\u00f3 c\u1ea5u tr\u00fac t\u1ed1t c\u00f3 th\u1ec3 t\u1ea1o n\u00ean ho\u1eb7c ph\u00e1 v\u1ee1 m\u1ed9t chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.<\/p>\n

    C\u00e1c lo\u1ea1i brief th\u01b0\u1eddng g\u1eb7p\u00a0<\/strong><\/h2>\n

    Brief l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n giao ti\u1ebfp ch\u00ednh trong m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u n\u1eafm r\u00f5 c\u00e1c n\u1ed9i dung c\u1ea7n l\u00e0m. C\u00f3 2 lo\u1ea1i brief ch\u00ednh th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng bao g\u1ed3m commMasterskillstion brief v\u00e0 creative brief. C\u00f9ng \u0111i\u1ec3m qua hai lo\u1ea1i brief ph\u00eda b\u00ean d\u01b0\u1edbi.<\/p>\n

    CommMasterskillstion brief<\/strong><\/h3>\n

    CommMasterskillstion brief l\u00e0 b\u1ea3n brief \u0111\u01b0\u1ee3c client v\u00e0 b\u1ed9 ph\u1eadn Account trong c\u00f4ng ty Agency d\u00f9ng \u0111\u1ec3 trao \u0111\u1ed5i c\u00e1c th\u00f4ng tin v\u00e0 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1. CommMasterskillstion brief s\u1ebd \u0111\u01b0\u1ee3c t\u1ea1o d\u1ef1a tr\u00ean nguy\u00ean t\u1eafc 5W1H. 5W t\u01b0\u1ee3ng tr\u01b0ng cho c\u00e1c c\u00e2u h\u1ecfi What<\/strong>, When<\/strong>, Where<\/strong>, Why<\/strong>, Who<\/strong> v\u00e0 1H l\u00e0 How<\/strong>. <\/p>\n

    M\u1ee5c \u0111\u00edch commMasterskillstion brief \u0111\u01b0\u1ee3c t\u1ea1o ra \u0111\u1ec3 gi\u1ea3i \u0111\u00e1p c\u00e1c v\u1ea5n \u0111\u1ec1 sau:<\/p>\n

      \n
    • M\u1ee5c \u0111\u00edch ch\u00ednh m\u00e0 doanh nghi\u1ec7p mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c<\/li>\n
    • Th\u00f4ng tin li\u00ean quan \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u1ea5n \u0111\u1ec1 \u0111ang x\u1ea3y ra hi\u1ec7n nay<\/li>\n
    • Th\u00f4ng tin s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p<\/li>\n
    • \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p l\u00e0 ai, h\u1ecd \u0111ang c\u00f3 nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o n\u00e0o?<\/li>\n
    • C\u00e1c t\u1ec7p kh\u00e1ch h\u00e0ng h\u01b0\u1edbng \u0111\u1ebfn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c Marketing ph\u00f9 h\u1ee3p l\u00e0 g\u00ec?<\/li>\n
    • C\u00e1c v\u1ea5n \u0111\u1ec1 \u0111ang g\u1eb7p ph\u1ea3i trong chi\u1ebfn d\u1ecbch Marketing<\/li>\n
    • Th\u00f4ng \u0111i\u1ec7p ch\u00ednh mu\u1ed1n truy\u1ec1n t\u1ea3i l\u00e0 g\u00ec?<\/li>\n
    • Hi\u1ec7u \u1ee9ng truy\u1ec1n th\u00f4ng doanh nghi\u1ec7p mu\u1ed1n t\u1ea1o ra<\/li>\n
    • Ng\u00e2n s\u00e1ch gi\u1edbi h\u1ea1n c\u1ee7a c\u00f4ng ty<\/li>\n<\/ul>\n

      Creative brief<\/strong><\/h3>\n

      Creative brief l\u00e0 b\u1ea3n brief trong n\u1ed9i b\u1ed9 doanh nghi\u1ec7p Agency do b\u1ed9 ph\u1eadn Account vi\u1ebft v\u00e0 g\u1eedi cho b\u1ed9 ph\u1eadn Creative Team \u0111\u1ec3 t\u00f3m t\u1eaft n\u1ed9i dung c\u0169ng nh\u01b0 truy\u1ec1n \u0111\u1ed9ng l\u1ef1c v\u00e0 t\u1ea1o n\u00ean ngu\u1ed3n c\u1ea3m h\u1ee9ng \u0111\u1ec3 Creative Team c\u00f3 th\u1ec3 \u0111\u01b0a ra n\u1ed9i dung m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o v\u00e0 \u0111\u1ea7y \u0111\u1ee7 c\u00e1c y\u00eau c\u1ea7u c\u1ee7a Client. <\/p>\n

      Creative brief s\u1ebd gi\u00fap c\u00e1c b\u1ed9 ph\u1eadn trong chi\u1ebfn d\u1ecbch gi\u1ea3i \u0111\u00e1p \u0111\u01b0\u1ee3c nhi\u1ec1u v\u1ea5n \u0111\u1ec1 kh\u00e1c nhau:<\/p>\n

        \n
      • K\u1ef3 v\u1ecdng kinh doanh cho th\u01b0\u01a1ng hi\u1ec7u n\u00e0o v\u00e0 l\u00e0m sao \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o<\/li>\n
      • \u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau m\u00e0 c\u1ea7n h\u01b0\u1edbng \u0111\u1ebfn l\u00e0 ai? Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng n\u00e0o d\u00e0nh cho s\u1ea3n ph\u1ea9m n\u00e0y.<\/li>\n
      • L\u00e0m sao \u0111\u1ec3 c\u00f3 hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng t\u1ed1t nh\u1ea5t. C\u00f3 th\u1ec3 l\u00e0m truy\u1ec1n th\u00f4ng qua c\u00e1c c\u00e1ch nh\u01b0 l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng hay khuy\u1ebfn kh\u00edch m\u1ecdi ng\u01b0\u1eddi t\u00ecm hi\u1ec3u th\u00eam th\u00f4ng tin ,v.v.<\/li>\n
      • Th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i c\u1ea7n truy\u1ec1n t\u1ea3i l\u00e0 g\u00ec v\u00e0 l\u00e0m sao \u0111\u1ec3 t\u1ea1o ra c\u00e1c th\u00f4ng \u0111i\u1ec7p c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng nh\u1ea5t.<\/li>\n
      • M\u1ee5c ti\u00eau h\u01b0\u1edbng \u0111\u1ebfn trong c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng b\u1ea1n mu\u1ed1n h\u01b0\u1edbng \u0111\u1ebfn l\u00e0 g\u00ec?<\/li>\n
      • C\u00f3 c\u00e1c c\u1ed9t m\u1ed1c c\u1ee5 th\u1ec3 nh\u01b0 th\u1eddi gian ph\u00e1t tri\u1ec3n c\u00e1c \u00fd t\u01b0\u1edfng d\u00e0i bao l\u00e2u, ng\u00e0y duy\u1ec7t c\u00e1c n\u1ed9i dung hay ng\u00e0y tr\u00ecnh b\u00e0y \u00fd t\u01b0\u1edfng \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng.<\/li>\n
      • C\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn cho chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng v\u00e0 c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n
        \n
        \"Creative
        Creative Team s\u1ebd \u0111\u01b0a ra c\u00e1c \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o theo y\u00eau c\u1ea7u c\u1ee7a Client.<\/figcaption><\/figure>\n<\/div>\n

        Nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o n\u00ean brief l\u00e0 g\u00ec?\u00a0<\/strong><\/h2>\n

        Cho d\u00f9 l\u00e0 commMasterskillstion brief hay creative brief thi \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t b\u1ea3n brief th\u00e0nh c\u00f4ng, b\u1ea1n c\u1ea7n ghi nh\u1edb nh\u1eefng nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t b\u1ea3n brief ho\u00e0n h\u1ea3o v\u00e0 truy\u1ec1n \u0111\u1ea1t \u0111\u1ea7y \u0111\u1ee7 th\u00f4ng tin c\u1ea7n thi\u1ebft.<\/p>\n

        Brief \u1edf d\u1ea1ng v\u0103n b\u1ea3n<\/strong><\/h3>\n

        Brief c\u1ea7n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf d\u1ea1ng v\u0103n b\u1ea3n l\u00e0 nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n nh\u1ea5t \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t b\u1ea3n brief. \u1ede d\u1ea1ng v\u0103n b\u1ea3n, ng\u01b0\u1eddi vi\u1ebft brief c\u00f3 th\u1ec3 tr\u00ecnh b\u00e0y \u00fd t\u01b0\u1edfng m\u1ed9t c\u00e1ch tho\u1ea3i m\u00e1i nh\u01b0ng v\u1eabn r\u00f5 r\u00e0ng v\u00e0 c\u00f3 h\u1ec7 th\u1ed1ng.\u00a0<\/p>\n

        \u0110i\u1ec1u n\u00e0y gi\u00fap ng\u01b0\u1eddi nh\u1eadn brief d\u1ec5 d\u00e0ng \u0111\u1ecdc c\u00e1c \u00fd t\u01b0\u1edfng v\u00e0 l\u01b0u tr\u1eef c\u00e1c b\u1ea3n brief. Brief \u1edf d\u1ea1ng v\u0103n b\u1ea3n lu\u00f4n nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u00e1nh gi\u00e1 cao c\u1ee7a c\u00e1c c\u00f4ng ty agency khi g\u1eedi b\u1ea3n brief \u0111\u1ec3 \u0111\u01b0\u1ee3c duy\u1ec7t.<\/p>\n

        \u0110\u1ecbnh d\u1ea1ng chu\u1ea9n x\u00e1c<\/strong><\/h3>\n

        Brief \u0111\u01b0\u1ee3c g\u1eedi \u0111i c\u1ea7n c\u00f3 \u0111\u1ecbnh d\u1ea1ng chu\u1ea9n x\u00e1c \u0111\u1ec3 c\u00e1c marketer nhanh ch\u00f3ng hi\u1ec3u \u0111\u01b0\u1ee3c v\u00e0 n\u1eafm r\u00f5 c\u00e1c n\u1ed9i dung c\u1ed1t l\u00f5i, x\u00e1c \u0111\u1ecbnh v\u00e0 ghi nh\u1edb nh\u1eefng \u0111i\u1ec1u quan tr\u1ecdng, C\u00e1c y\u1ebfu t\u1ed1 gi\u00fap brief h\u1ea5p d\u1eabn v\u00e0 s\u00e1ng t\u1ea1o s\u1ebd \u0111\u01b0\u1ee3c b\u1ed5 sung sau trong qu\u00e1 tr\u00ecnh l\u00e0m c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o.<\/p>\n

        \u0110\u01a1n gi\u1ea3n m\u00e0 r\u00f5 r\u00e0ng<\/strong><\/h3>\n

        M\u1ee5c \u0111\u00edch ch\u00ednh c\u1ee7a brief ch\u00ednh l\u00e0 \u0111\u1ec3 ng\u01b0\u1eddi nh\u1eadn brief hi\u1ec3u nhanh g\u1ecdn \u0111\u01a1n gi\u1ea3n nh\u1eefng n\u1ed9i dung \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i. Brief l\u00e0 b\u1ea3n t\u00f3m t\u1eaft n\u1ed9i dung n\u00ean n\u1ed9i dung c\u1ea7n \u0111\u01b0\u1ee3c r\u00fat g\u1ecdn m\u00e0 v\u1eabn \u0111\u1ea7y \u0111\u1ee7 \u00fd \u0111\u1ea3m b\u1ea3o agency c\u00f3 th\u1ec3 n\u1eafm \u0111\u01b0\u1ee3c m\u1ea5u ch\u1ed1t c\u1ee7a v\u0103n b\u1ea3n.\u00a0<\/p>\n

        C\u00e1c th\u00f4ng tin chi ti\u1ebft ho\u1eb7c v\u0103n b\u1ea3n b\u1ed5 sung n\u00ean \u0111\u01b0\u1ee3c g\u1eedi \u0111\u00ednh k\u00e8m ri\u00eang \u0111\u1ec3 tr\u00e1nh brief c\u00f3 nhi\u1ec1u ngu\u1ed3n th\u00f4ng tin l\u00e0m ch\u1eadm ti\u1ebfn \u0111\u1ed9 c\u00f4ng vi\u1ec7c c\u1ee7a c\u1ea3 hai b\u00ean.<\/p>\n

        M\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y logic<\/strong><\/h3>\n

        M\u1ee5c \u0111\u00edch ch\u00ednh c\u1ee7a brief \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p m\u1ee5c ti\u00eau c\u1ee7a client \u0111\u1ebfn v\u1edbi agency. Do \u0111\u00f3, \u0111\u1ec3 agency c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 nh\u01b0 mong mu\u1ed1n, c\u00e1c mong mu\u1ed1n c\u1ea7n \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng.<\/p>\n

        M\u1ee5c ti\u00eau chung chung s\u1ebd l\u00e0m gi\u1ea3m t\u00ednh truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin c\u1ee7a brief v\u00e0 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn c\u00e1c m\u00e2u thu\u1eabn c\u0103ng th\u1eb3ng gi\u1eefa client and agency do s\u1ef1 hi\u1ec3u l\u1ea7m th\u00f4ng tin gi\u1eefa hai b\u00ean. M\u1ee5c ti\u00eau trong brief n\u00ean b\u1eaft \u0111\u1ea7u b\u1eb1ng \u0111\u1ed9ng t\u1eeb<\/strong> v\u00e0 kh\u00f4ng c\u1ea7n c\u00f3 ch\u1ee7 ng\u1eef.\u00a0<\/p>\n

        M\u1ee5c ti\u00eau c\u0169ng n\u00ean c\u00f3 c\u00e1c s\u1ed1 li\u1ec7u v\u00e0 b\u1ed1i c\u1ea3nh c\u1ee5 th\u1ec3 \u0111\u1ec3 agency c\u00f3 th\u1ec3 d\u1ef1a v\u00e0o \u0111\u00f3 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch Marketing, \u0111\u1eb7t ra c\u00e1c ti\u00eau chu\u1ea9n c\u00f3 th\u1ec3 dao \u0111\u1ed9ng \u0111\u01b0\u1ee3c.<\/p>\n

        Ng\u00e2n s\u00e1ch \u0111\u1ea7y \u0111\u1ee7<\/strong><\/h3>\n

        Client th\u01b0\u1eddng \u201cng\u1ea1i\u201d khi \u0111\u01b0a ra ng\u00e2n s\u00e1ch cho c\u00e1c agency. M\u1ed9t trong nh\u1eefng l\u00fd do \u0111\u1ec3 client \u201cng\u1ea1i\u201d ch\u00ednh l\u00e0 do n\u1ed7i s\u1ee3 agency s\u1ebd chi qu\u00e1 m\u1ee9c c\u1ea7n thi\u1ebft. Tuy nhi\u00ean, vi\u1ec7c n\u00e0y ch\u1ec9 \u0111ang ng\u0103n c\u1ea3n s\u1ef1 h\u1ee3p t\u00e1c ph\u00e1t tri\u1ec3n c\u1ee7a c\u1ea3 hai b\u00ean.\u00a0<\/p>\n

        C\u00e1c kh\u00e1ch h\u00e0ng n\u00ean \u0111\u1ec1 c\u1eadp c\u00e1c ng\u00e2n s\u00e1ch \u0111\u1ea7y \u0111\u1ee7 \u0111\u1ec3 agency c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng \u00fd t\u01b0\u1edfng ph\u00f9 h\u1ee3p v\u1edbi ng\u00e2n s\u00e1ch \u0111\u01b0\u1ee3c \u0111\u01b0a ra. <\/p>\n

        B\u00ean c\u1ea1nh \u0111\u00f3, agency c\u0169ng c\u1ea7n x\u00e2y d\u1ef1ng l\u00f2ng tin v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn d\u1ecbch ph\u00f9 h\u1ee3p hi\u1ec7u qu\u1ea3 m\u00e0 v\u1eabn kh\u00f4ng v\u01b0\u1ee3t qu\u00e1 ng\u00e2n s\u00e1ch c\u0169ng nh\u01b0 c\u00e1c chi\u1ebfn d\u1ecbch v\u1eabn \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c t\u00ednh hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/p>\n

        Deadline c\u1ee5 th\u1ec3, h\u1ee3p l\u00fd<\/strong><\/h3>\n

        Khi g\u1eedi brief \u0111\u1ebfn c\u00e1c agency, client c\u1ea7n c\u00f3 ng\u00e0y deadline r\u00f5 r\u00e0ng v\u00e0 c\u00f3 th\u1eddi gian deadline ph\u00f9 h\u1ee3p v\u1edbi c\u1ea3 hai. Agency ph\u1ee5c v\u1ee5 nhi\u1ec1u kh\u00e1ch h\u00e0ng c\u00f9ng l\u00fac, do \u0111\u00f3 s\u1ebd r\u1ea5t kh\u00f3 cho agency n\u1ebfu b\u1ea1n y\u00eau c\u1ea7u k\u1ebf ho\u1ea1ch ngay l\u1eadp t\u1ee9c. <\/p>\n

        Th\u00f4ng th\u01b0\u1eddng, c\u00e1c d\u1ef1 \u00e1n \u0111\u1ec1u tr\u1ea3i qua c\u00e1c giai \u0111o\u1ea1n nh\u01b0 th\u1ea3o lu\u1eadn trong team, trao \u0111\u1ed5i v\u1edbi account, l\u00ean \u00fd t\u01b0\u1edfng v\u00e0 tr\u00ecnh b\u00e0y \u00fd t\u01b0\u1edfng \u0111\u1ebfn v\u1edbi client.\u00a0<\/p>\n

        Client s\u1ebd c\u00f3 quy\u1ec1n y\u00eau c\u1ea7u c\u00e1c agency l\u00e0m l\u1ea1i v\u00e0 ch\u1ec9nh s\u1eeda n\u1ebfu h\u1ecd ch\u01b0a th\u1eadt s\u1ef1 v\u1eeba l\u00f2ng v\u1edbi b\u1ea3n k\u1ebf ho\u1ea1ch \u0111\u01b0\u1ee3c g\u1eedi. Sau khi c\u00f9ng th\u1ed1ng nh\u1ea5t \u0111\u01b0\u1ee3c c\u00e1c \u00fd t\u01b0\u1edfng cho chi\u1ebfn d\u1ecbch, agency s\u1ebd d\u1ef1a tr\u00ean brief \u0111\u1ec3 b\u1eaft \u0111\u1ea7u l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 th\u1eddi gian th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch marketing m\u1ed9t c\u00e1ch c\u1ee5 th\u1ec3 v\u00e0 \u0111\u01b0\u1ee3c tri\u1ec3n khai d\u01b0\u1edbi s\u1ef1 gi\u00e1m s\u00e1t c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

        Quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u1edbi brief\u00a0<\/strong><\/h2>\n

        \u0110\u1ec3 tr\u00e1nh nh\u1eefng m\u00e2u thu\u1eabn kh\u00f4ng \u0111\u00e1ng c\u00f3 trong qu\u00e1 tr\u00ecnh l\u00e0m vi\u1ec7c gi\u1eefa client v\u00e0 agency, c\u1ea7n c\u00f3 quy tr\u00ecnh c\u1ee5 th\u1ec3 v\u1edbi brief. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 b\u01b0\u1edbc c\u01a1 b\u1ea3n trong quy tr\u00ecnh l\u00e0m vi\u1ec7c.<\/p>\n

        B\u01b0\u1edbc 1: Brief<\/strong><\/h3>\n

        Kh\u00e1ch h\u00e0ng s\u1ebd cung c\u1ea5p brief cho agency bao g\u1ed3m c\u00e1c th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 agency c\u00f3 th\u1ec3 n\u1eafm b\u1eaft th\u00f4ng tin \u0111\u1ea7y \u0111\u1ee7 v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch cho c\u00e1c d\u1ef1 \u00e1n chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o. <\/p>\n

        B\u1ea3n brief l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong b\u1ea5t k\u1ef3 d\u1ef1 \u00e1n n\u00e0o v\u00e0 brief \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 agency giao ti\u1ebfp d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n

        B\u01b0\u1edbc 2: Planning<\/strong><\/h3>\n

        Sau khi agency \u0111\u00e3 n\u1eafm r\u00f5 c\u00e1c y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, h\u1ecd s\u1ebd l\u00ean c\u00e1c k\u1ebf ho\u1ea1ch t\u1eeb t\u1ed5ng quan cho \u0111\u1ebfn chi ti\u1ebft cho c\u00e1c chi\u1ebfn d\u1ecbch marketing. <\/p>\n

        K\u1ebf ho\u1ea1ch t\u1ed5ng quan s\u1ebd l\u00e0 c\u00e1c \u00fd t\u01b0\u1edfng l\u1edbn, ng\u00e2n s\u00e1ch \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng c\u0169ng nh\u01b0 chi\u1ebfn d\u1ecbch s\u1ebd \u0111\u01b0\u1ee3c tri\u1ec3n khai nh\u01b0 th\u1ebf n\u00e0o tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng n\u00e0o.<\/p>\n

        B\u01b0\u1edbc 3: Production<\/strong><\/h3>\n

        B\u1ea3n k\u1ebf ho\u1ea1ch s\u1ebd \u0111\u01b0\u1ee3c g\u1eedi l\u1ea1i client v\u00e0 n\u1ebfu b\u1ea3n k\u1ebf ho\u1ea1ch \u0111\u01b0\u1ee3c th\u00f4ng qua, agency s\u1ebd ti\u1ebfn h\u00e0nh tri\u1ec3n khai k\u1ebf ho\u1ea1ch nh\u01b0 ti\u1ebfn h\u00e0nh s\u1ea3n xu\u1ea5t c\u00e1c n\u1ed9i dung, h\u00ecnh \u1ea3nh, video \u0111\u1ec3 \u0111\u01b0a l\u00ean c\u00e1c k\u00eanh th\u00f4ng tin qu\u1ea3ng b\u00e1 nh\u01b0 \u0111\u00e3 th\u1ed1ng nh\u1ea5t trong b\u1ea3n k\u1ebf ho\u1ea1ch.<\/p>\n

        B\u01b0\u1edbc 4: Advertising<\/strong><\/h3>\n

        \u0110\u1ec3 c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t, agency c\u1ea7n c\u1ee5 th\u1ec3 ho\u00e1 c\u00e1c k\u1ebf ho\u1ea1ch ch\u1ea1y qu\u1ea3ng c\u00e1o \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c t\u1ec7p kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 t\u1ed1i \u01b0u qu\u1ea3ng c\u00e1o.<\/p>\n

        B\u01b0\u1edbc 5: Report & Payment<\/strong><\/h3>\n

        Sau khi ho\u00e0n th\u00e0nh c\u00e1c chi\u1ebfn d\u1ecbch, client v\u00e0 agency s\u1ebd c\u00f9ng ng\u1ed3i l\u1ea1i \u0111\u1ec3 \u0111\u00fat k\u1ebft c\u00e1c kinh nghi\u1ec7m v\u00e0 r\u00fat b\u00e0i h\u1ecdc t\u1eeb chi\u1ebfn d\u1ecbch tr\u00ean \u0111\u1ec3 c\u00f9ng nhau ph\u00e1t tri\u1ec3n trong c\u00e1c b\u00e0i h\u1ecdc tr\u00ean. V\u00e0 b\u01b0\u1edbc cu\u1ed1i c\u00f9ng l\u00e0 kho\u1ea3n nghi\u1ec7m thu v\u00e0 thanh to\u00e1n gi\u1eefa hai b\u00ean.<\/p>\n

        \n
        Agency s\u1ebd \u0111\u01b0a ra k\u1ebf ho\u1ea1ch t\u1eeb t\u1ed5ng quan sau khi n\u1eafm r\u00f5 c\u00e1c y\u00eau c\u1ea7u c\u1ee7a client<\/figcaption><\/figure>\n<\/div>\n

        M\u1ed9t s\u1ed1 m\u1eabu brief tham kh\u1ea3o<\/strong><\/h2>\n

        \u0110\u1ec3 c\u00f3 th\u1ec3 h\u00ecnh dung m\u1ed9t b\u1ea3n brief s\u1ebd \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y nh\u01b0 th\u1ebf n\u00e0o, m\u1eddi b\u1ea1n c\u00f9ng tham kh\u1ea3o qua m\u1ed9t s\u1ed1 m\u1eabu brief ph\u00eda b\u00ean d\u01b0\u1edbi.<\/p>\n

        Trong c\u00f4ng vi\u1ec7c thi\u1ebft k\u1ebf, brief ch\u00ednh l\u00e0 c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap c\u00e1c stakeholders n\u1eafm r\u00f5 \u0111\u01b0\u1ee3c c\u00f4ng vi\u1ec7c c\u1ea7n l\u00e0m v\u00e0 trao \u0111\u1ed5i v\u1edbi nhau d\u1ec5 d\u00e0ng h\u01a1n. Sau \u0111\u00e2y l\u00e0 brief design m\u1eabu<\/strong> cho b\u1ea1n tham kh\u1ea3o. <\/strong><\/p>\n

        \n
        \"M\u1eabu
        M\u1eabu brief v\u1ec1 thi\u1ebft k\u1ebf logo<\/figcaption><\/figure>\n<\/div>\n
        \n
        \"M\u1eabu
        M\u1eabu brief thi\u1ebft k\u1ebf logo b\u1eb1ng ti\u1ebfng anh<\/figcaption><\/figure>\n<\/div>\n

        \u0110\u1eb7c bi\u1ec7t trong c\u00e1c c\u00f4ng vi\u1ec7c s\u00e1ng t\u1ea1o n\u1ed9i dung nh\u01b0 content marketing, brief l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 v\u00f4 c\u00f9ng ph\u1ed5 bi\u1ebfn v\u00e0 quan tr\u1ecdng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t m\u1eabu brief marketing, c\u1ee5 th\u1ec3 l\u00e0 creative brief. <\/p>\n

        \n
        \"M\u1eabu
        M\u1eabu brief c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u PayPal<\/figcaption><\/figure>\n<\/div>\n

        C\u00e1c m\u1eabu brief n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong l\u00e0m m\u1eabu brief cho agency ho\u1eb7c cho team n\u1ed9i b\u1ed9 c\u1ee7a c\u00f4ng ty. Tu\u1ef3 t\u00ednh ch\u1ea5t c\u1ee7a m\u1ed7i d\u1ef1 \u00e1n m\u00e0 brief c\u00f3 th\u1ec3 th\u00eam b\u1edbt m\u1ed9t v\u00e0i y\u1ebfu t\u1ed1. Khi l\u00e0m brief, b\u1ea1n c\u0169ng n\u00ean linh ho\u1ea1t theo m\u1eabu chung c\u1ee7a c\u00f4ng ty ho\u1eb7c m\u1ed9t s\u1ed1 y\u00eau c\u1ea7u t\u1eeb ng\u01b0\u1eddi tri\u1ec3n khai. <\/p>\n

        K\u1ebft lu\u1eadn\u00a0<\/strong><\/h2>\n

        Qua b\u00e0i vi\u1ebft tr\u00ean, Masterskills hy v\u1ecdng b\u1ea1n \u0111\u00e3 n\u1eafm r\u00f5 c\u00e1c th\u00f4ng tin v\u1ec1 Brief l\u00e0 g\u00ec.<\/strong> B\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y Brief l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu tr\u01b0\u1edbc khi ph\u00e1t tri\u1ec3n b\u1ea5t k\u1ef3 chi\u1ebfn d\u1ecbch n\u00e0o. Do \u0111\u00f3, khi l\u00e0m brief, b\u1ea1n n\u00ean th\u1ef1c hi\u1ec7n t\u1eebng b\u01b0\u1edbc theo quy tr\u00ecnh \u0111\u1ec3 kh\u00f4ng b\u1ecf l\u1ee1 b\u1ea5t k\u1ef3 ph\u1ea7n quan tr\u1ecdng n\u00e0o c\u1ee7a brief.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        H\u1ea7u h\u1ebft b\u1ea5t k\u1ef3 ai l\u00e0m trong c\u00e1c l\u0129nh v\u1ef1c kinh t\u1ebf, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c b\u1ea1n l\u00e0m trong marketing \u0111\u1ec1u \u0111\u00e3 t\u1eebng nghe qua Brief. M\u1ed9t b\u1ea3n brief t\u1ed1t s\u1ebd kh\u1edfi \u0111\u1ea7u cho m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o th\u00e0nh c\u00f4ng. Brief l\u00e0 g\u00ec m\u00e0 l\u1ea1i l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn d\u1ecbch […]<\/p>\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\/48639"}],"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=48639"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48639\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=48639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=48639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=48639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}