{"id":48723,"date":"2023-12-17T00:53:25","date_gmt":"2023-12-17T00:53:25","guid":{"rendered":"https:\/\/masterskills.org\/blog\/above-the-line-below-the-line-marketing-la-gi-tim-hieu-thuat-ngu-atl-btl.html"},"modified":"2023-12-17T00:53:25","modified_gmt":"2023-12-17T00:53:25","slug":"above-the-line-below-the-line-marketing-la-gi-tim-hieu-thuat-ngu-atl-btl","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/above-the-line-below-the-line-marketing-la-gi-tim-hieu-thuat-ngu-atl-btl.html","title":{"rendered":"Above The Line, Below The Line Marketing L\u00e0 G\u00ec? T\u00ecm Hi\u1ec3u Thu\u1eadt Ng\u1eef ATL & BTL"},"content":{"rendered":"
\n

Marketing \u0111ang v\u00e0 s\u1ebd l\u00e0 m\u1ed9t ng\u00e0nh ngh\u1ec1 c\u00f3 s\u1ee9c h\u00fat l\u1edbn v\u00e0 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n c\u1ef1c l\u1edbn. \u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m m\u1ed9t Marketer \u01b0u t\u00fa, b\u1ea1n s\u1ebd c\u1ea7n c\u00f3 hi\u1ec3u bi\u1ebft s\u00e2u v\u1ec1 c\u00e1c thu\u1eadt ng\u1eef Marketing \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng n\u00f3 v\u00e0o c\u00f4ng vi\u1ec7c. Above The Line<\/strong> v\u00e0 Below The Line marketing<\/strong> l\u00e0 hai trong r\u1ea5t nhi\u1ec1u thu\u1eadt ng\u1eef \u0111\u00f3.<\/p>\n

Cho \u0111\u1ebfn hi\u1ec7n t\u1ea1i ta v\u1eabn ch\u01b0a c\u00f3 nh\u1eefng t\u1eeb t\u01b0\u01a1ng \u0111\u01b0\u01a1ng trong ti\u1ebfng Vi\u1ec7t cho hai kh\u00e1i ni\u1ec7m n\u00e0y. Tuy nhi\u00ean, ch\u00fang ta c\u1ea7n bi\u1ebft r\u1eb1ng ATL v\u00e0 BTL \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ea5t nhi\u1ec1u trong Marketing. Ch\u00fang c\u00f3 th\u1ec3 hi\u1ec7n h\u1eefu th\u01b0\u1eddng xuy\u00ean trong cu\u1ed9c s\u1ed1ng nhi\u1ec1u h\u01a1n b\u1ea1n t\u01b0\u1edfng.<\/p>\n

V\u1eady Above The Line v\u00e0 Below The Line l\u00e0 g\u00ec? T\u00ecm hi\u1ec3u c\u00f9ng Masterskills nh\u00e9!<\/p>\n

Above The Line l\u00e0 g\u00ec?<\/strong><\/h2>\n

Above The Line, hay c\u00f2n g\u1ecdi l\u00e0 ATL<\/strong>, l\u00e0 t\u1eeb ng\u1eef chuy\u00ean m\u00f4n \u0111\u01b0\u1ee3c d\u00f9ng song song v\u1edbi Below The Line \u0111\u1ec3 ch\u1ec9 c\u00e1c c\u00e1ch th\u1ee9c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh trong marketing. ATL s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n ti\u1ebfp th\u1ecb \u0111\u1ec3 ti\u1ebfp c\u1eadn m\u1ed9t nh\u00f3m l\u1edbn kh\u00e1n gi\u1ea3, c\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin c\u01a1 b\u1ea3n v\u1ec1 s\u1ea3n ph\u1ea9m. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao n\u00f3 c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ti\u1ebfp th\u1ecb \u0111\u1ea1i ch\u00fang.<\/p>\n

C\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh, c\u00e1ch \u0111o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3, v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a ATL l\u00e0 nh\u01b0 sau:<\/p>\n

Ho\u1ea1t \u0111\u1ed9ng ch\u00ednh v\u00e0 lo\u1ea1i h\u00ecnh qu\u1ea3ng b\u00e1<\/strong><\/h3>\n
    \n
  • TV<\/li>\n
  • Radio<\/li>\n
  • Qu\u1ea3ng c\u00e1o b\u00e1o ch\u00ed (Print ads): b\u00e1o, banner, t\u1ea1p ch\u00ed<\/li>\n
  • Qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi (OOH)<\/li>\n
  • Sponsorship (t\u00e0i tr\u1ee3)<\/li>\n
  • PR<\/li>\n
  • Media<\/li>\n<\/ul>\n

    Lo\u1ea1i h\u00ecnh Above the Line th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang v\u00e0 c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn s\u1ed1 \u0111\u00f4ng kh\u00e1ch h\u00e0ng. B\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1c h\u00ecnh th\u1ee9c nh\u01b0 t\u00e0i tr\u1ee3, PR, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh s\u1ea3n ph\u1ea9m, cung c\u1ea5p th\u00f4ng tin c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

    V\u00ed d\u1ee5<\/strong><\/em>, m\u1ed9t \u0111o\u1ea1n qu\u1ea3ng c\u00e1o gi\u1eefa gi\u1edd ngh\u1ec9 c\u1ee7a m\u1ed9t b\u1ed9 phim c\u00f3 th\u1ec3 thu h\u00fat h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi xem m\u1ed9t l\u00fac. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng, k\u00edch doanh s\u1ed1.<\/p>\n

    Nh\u1eefng h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o tr\u00ean b\u1ec1 m\u1eb7t n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch b\u1edfi Brand team. \u0110\u1ed9i ng\u0169 bao g\u1ed3m c\u00e1c th\u00e0nh vi\u00ean nh\u01b0 Brand Manager, Brand Executive, v.v.<\/p>\n

    Qu\u1ea3ng c\u00e1o gi\u1eefa gi\u1edd l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c marketing Above the line.<\/figcaption><\/figure>\n

    \u0110\u1ed1i t\u01b0\u1ee3ng<\/strong><\/h3>\n

    ATL \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf m\u1ee9c \u0111\u1ed9 v\u0129 m\u00f4 v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c c\u00f4ng ty B2C (business to customer). L\u00fd do \u1edf \u0111\u00e2y l\u00e0 Above The Line kh\u00f4ng h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3 n\u00e0o m\u00e0 t\u1eadp trung h\u01a1n \u0111\u1ebfn s\u1ed1 l\u01b0\u1ee3ng l\u1edbn, t\u1eadp h\u1ee3p chung c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng \u0111a d\u1ea1ng.<\/p>\n

    C\u00e1ch th\u1ee9c \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3<\/strong><\/h3>\n

    \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3 c\u1ee7a Above The Line, b\u1ea1n s\u1ebd ph\u1ea3i d\u1ef1a v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 sau:<\/p>\n

      \n
    • Reach: \u0111\u1ed9 ph\u1ee7 s\u00f3ng<\/li>\n
    • Frequency: t\u1ea7n su\u1ea5t xu\u1ea5t hi\u1ec7n<\/li>\n
    • Gross Rating Points (GRP): \u0111\u01a1n v\u1ecb \u0111o l\u01b0\u1eddng c\u1ee7a mua b\u00e1n kh\u00f4ng gian v\u00e0 th\u1eddi l\u01b0\u1ee3ng qu\u1ea3ng c\u00e1o, v.v.<\/li>\n<\/ul>\n

      Below The Line marketing l\u00e0 g\u00ec?<\/strong><\/h2>\n

      Below the line marketing, hay ti\u1ebfp th\u1ecb BTL<\/strong>, l\u00e0 h\u00ecnh th\u1ee9c marketing li\u00ean quan \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb tr\u1ef1c ti\u1ebfp. H\u00ecnh th\u1ee9c BTL \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u00fd \u0111\u1ecbnh x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n

      BTL gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng ki\u1ec3m tra hi\u1ec7u qu\u1ea3 v\u00e0 chuy\u1ec3n \u0111\u1ed5i (conversion) t\u1eeb kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng sang kh\u00e1ch h\u00e0ng ch\u00ednh th\u1ee9c. C\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh c\u1ee7a BTL kh\u00f4ng \u201cn\u1eb1m tr\u00ean b\u1ec1 m\u1eb7t\u201d nh\u01b0 ATL. C\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh v\u00e0 c\u00e1ch \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a BTL l\u00e0 nh\u01b0 sau:<\/p>\n

      Ho\u1ea1t \u0111\u1ed9ng ch\u00ednh v\u00e0 lo\u1ea1i h\u00ecnh qu\u1ea3ng b\u00e1<\/strong><\/h3>\n
        \n
      • Point of Purchasing (POP)<\/li>\n
      • Promotion Campaign & Sampling: c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m<\/li>\n
      • Direct marketing & Activations: ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng t\u1ea1i gia \u0111\u00ecnh, \u0111\u1ea1i l\u00fd b\u00e1n l\u1ebb, v.v.<\/li>\n
      • Tin nh\u1eafn ti\u1ebfp th\u1ecb, t\u1edd r\u01a1i<\/li>\n
      • Tri\u1ec3n l\u00e3m th\u01b0\u01a1ng m\u1ea1i<\/li>\n
      • Chi\u1ebfn d\u1ecbch sales<\/li>\n
      • Phi\u1ebfu qu\u00e0 t\u1eb7ng, v.v.<\/li>\n<\/ul>\n

        H\u00ecnh th\u1ee9c qu\u1ea3ng b\u00e1 c\u1ee7a BTL th\u01b0\u1eddng \u00edt s\u1eed d\u1ee5ng truy\u1ec1n th\u00f4ng h\u01a1n ATL. Below the line ph\u1ea7n l\u1edbn t\u1eadp trung v\u00e0o c\u00e1c \u0111i\u1ec3m b\u00e1n h\u00e0ng v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u1ea3m nh\u1eadn b\u1edfi \u0111\u1ed9i ng\u0169 Sales v\u00e0 Trade Marketing \u0111\u1ec3 t\u1ed1i \u01b0u ho\u00e1 l\u1ee3i nhu\u1eadn.<\/p>\n

        V\u00ed d\u1ee5<\/em>, b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y c\u00e1c gian h\u00e0ng \u0111\u1ed3 \u0103n cung c\u1ea5p d\u1ecbch v\u1ee5 \u0103n th\u1eed cho kh\u00e1ch h\u00e0ng, ho\u1eb7c c\u00e1c nh\u00e3n m\u1ef9 ph\u1ea9m c\u00f3 ch\u01b0\u01a1ng tr\u00ecnh d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m k\u1ebft h\u1ee3p khi b\u00e1n h\u00e0ng.<\/p>\n

        \n
        \"below
        Below the line c\u00f3 c\u00e1ch \u00e1p d\u1ee5ng mang t\u00ednh v\u1eadt ch\u1ea5t h\u01a1n Above the line.<\/figcaption><\/figure>\n<\/div>\n

        \u0110\u1ed1i t\u01b0\u1ee3ng<\/strong><\/h3>\n

        BTL l\u00e0 t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3, c\u00f3 th\u00f3i quen, t\u00ednh c\u00e1ch, s\u1edf th\u00edch, \u0111\u1ed9 tu\u1ed5i kh\u00e1c nhau, v.v. V\u00ed d\u1ee5 l\u00e0 nh\u1eefng ng\u01b0\u1eddi th\u00edch u\u1ed1ng c\u00e0 ph\u00ea, \u0111\u1ed1i t\u01b0\u1ee3ng thu\u1ed9c Gen Z, th\u1ebf h\u1ec7 Millennials, fan h\u00e2m m\u1ed9 K-Pop, v.v.<\/p>\n

        Below the line \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u1edf c\u1ea5p vi m\u00f4 v\u00ec n\u00f3 li\u00ean quan \u0111\u1ebfn m\u1ed9t ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 h\u01a1n ATL. \u00a0<\/p>\n

        BTL ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c tri\u1ec3n khai b\u1edfi c\u00e1c c\u00f4ng ty B2B (business to business \u2013 doanh nghi\u1ec7p v\u1edbi doanh nghi\u1ec7p). Tuy nhi\u00ean, m\u1ed9t s\u1ed1 c\u00f4ng ty B2C c\u0169ng ch\u1ecdn d\u00f9ng c\u00e1ch th\u1ee9c n\u00e0y trong marketing.<\/p>\n

        C\u00e1ch x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3<\/strong><\/h3>\n

        BTL th\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh \u0111\u1ed9 hi\u1ec7u qu\u1ea3 trong qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch. Ch\u1eb3ng h\u1ea1n c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0:<\/p>\n

          \n
        • Engagement: s\u1ed1 ng\u01b0\u1eddi t\u01b0\u01a1ng t\u00e1c v\u00e0 truy c\u1eadp trang web<\/li>\n
        • Conversion: t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i<\/li>\n
        • Click-through rate: t\u1ec9 l\u1ec7 click<\/li>\n
        • Cost per Click (CPC): chi ph\u00ed m\u1ed7i l\u01b0\u1ee3t click, v.v.<\/li>\n<\/ul>\n

          So s\u00e1nh ATL vs BTL trong Marketing<\/strong><\/h2>\n

          Nhi\u1ec1u ng\u01b0\u1eddi l\u00e0m ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 th\u1ea5y b\u1ed1i r\u1ed1i v\u00ec kh\u00f4ng bi\u1ebft n\u00ean l\u1ef1a ch\u1ecdn Below the line marketing hay Above the line marketing cho chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh. M\u1ed7i ki\u1ec3u h\u00ecnh s\u1ebd c\u00f3 nh\u1eefng \u01b0u th\u1ebf v\u00e0 \u0111i\u1ec3m tr\u1eeb ri\u00eang. V\u00ec v\u1eady \u0111\u1ec3 c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn s\u00e1ng su\u1ed1t, b\u1ea1n s\u1ebd c\u1ea7n bi\u1ebft \u0111i\u1ec3m kh\u00e1c nhau gi\u1eefa ATL v\u00e0 BTL l\u00e0 g\u00ec.<\/p>\n

          \u0110\u1ecbnh ngh\u0129a v\u1ec1 ATL v\u00e0 BTL \u0111\u00e3 c\u00f3 th\u1ec3 n\u00f3i l\u00ean ph\u1ea7n n\u00e0o s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a hai h\u00ecnh th\u1ee9c. Nh\u01b0ng h\u00e3y t\u00ecm hi\u1ec3u k\u1ef9 h\u01a1n v\u1edbi b\u1ea3ng so s\u00e1nh m\u00e0 Masterskills \u0111\u00e3 t\u1ed5ng h\u1ee3p sau \u0111\u00e2y.<\/p>\n

          B\u1ea3ng so s\u00e1nh chi ti\u1ebft ATL v\u00e0 BTL<\/strong><\/h3>\n
          \n\n\n\n\n\n\n\n\n\n\n
          Danh m\u1ee5c so s\u00e1nh<\/strong><\/td>\nATL <\/strong>Marketing<\/strong><\/td>\nBTL <\/strong>Marketing<\/strong><\/td>\n<\/tr>\n<\/thead>\n
          Ph\u01b0\u01a1ng ti\u1ec7n Marrketing<\/td>\nC\u00e1c ph\u01b0\u01a1ng ti\u1ec7n ti\u1ebfp th\u1ecb quen thu\u1ed9c nh\u01b0 TV, Radio, Print media, Internet, v.v.<\/td>\nC\u00e1c ph\u01b0\u01a1ng ti\u1ec7n ti\u1ebfp th\u1ecb l\u1ea1 h\u01a1n nh\u01b0 tri\u1ec3n l\u00e3m, ti\u1ebfp th\u1ecb qua \u0111i\u1ec7n tho\u1ea1i, ti\u1ebfp th\u1ecb qua email, v.v.<\/td>\n<\/tr>\n
          \u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/td>\nNg\u01b0\u1eddi d\u00f9ng \u0111\u1ea1i ch\u00fang<\/td>\nNh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee5 th\u1ec3<\/td>\n<\/tr>\n
          M\u1ee5c \u0111\u00edch<\/td>\nT\u1ea1o b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/td>\nT\u1ea1o ra doanh s\u1ed1<\/td>\n<\/tr>\n
          Gi\u00e1 c\u1ea3<\/td>\nKh\u00e1 \u0111\u1eaft \u0111\u1ecf<\/td>\nPh\u1ea3i ch\u0103ng<\/td>\n<\/tr>\n
          T\u1ec9 l\u1ec7 ph\u1ea3n h\u1ed3i<\/td>\nKh\u00f3 \u0111o l\u01b0\u1eddng<\/td>\nD\u1ec5 \u0111o l\u01b0\u1eddng<\/td>\n<\/tr>\n
          Giao ti\u1ebfp<\/td>\nGiao ti\u1ebfp m\u1ed9t chi\u1ec1u<\/td>\nGiao ti\u1ebfp hai chi\u1ec1u<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

          Ph\u00e2n t\u00edch s\u1ef1 kh\u00e1c nhau gi\u1eefa ATL vs BTL<\/strong><\/h3>\n

          Ngo\u00e0i \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 quy m\u00f4 c\u1ee7a hai ph\u01b0\u01a1ng th\u1ee9c, Above the line v\u00e0 Below the line c\u00f2n c\u00f3 nh\u1eefng kh\u00e1c bi\u1ec7t sau:<\/p>\n

          1<\/strong>. ATL l\u00e0 ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 h\u00e0ng lo\u1ea1t, h\u01b0\u1edbng \u0111\u1ebfn t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Ng\u01b0\u1ee3c l\u1ea1i, BTL l\u00e0 chi\u1ebfn d\u1ecbch khuy\u1ebfn m\u1ea1i nh\u1eb1m t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3.<\/p>\n

          2<\/strong>. ATL s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n ch\u00ednh nh\u01b0 TV, Radio, Print media. Ng\u01b0\u1ee3c l\u1ea1i, BTL s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n \u201clow-key\u201d h\u01a1n nh\u01b0 ti\u1ebfp th\u1ecb qua \u0111i\u1ec7n tho\u1ea1i, t\u00e0i tr\u1ee3, v.v.<\/p>\n

          3<\/strong>. ATL \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi t\u1ec7p \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn. Ti\u1ebfp th\u1ecb BTL \u0111\u01b0\u1ee3c tri\u1ec3n khai v\u1edbi m\u1ed9t nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng nh\u1ecf c\u1ee5 th\u1ec3.<\/p>\n

          4<\/strong>. V\u1ec1 chi ph\u00ed, qu\u1ea3ng b\u00e1 b\u1eb1ng ATL t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u1eaft, t\u1ed1n chi ph\u00ed h\u01a1n nhi\u1ec1u so v\u1edbi BTL.<\/p>\n

          5<\/strong>. ATL th\u00fac \u0111\u1ea9y ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00f2n BTL l\u00e0m t\u0103ng doanh thu b\u00e1n h\u00e0ng.<\/p>\n

          6<\/strong>. S\u1eed d\u1ee5ng Above the line r\u1ea5t kh\u00f3 \u0111\u1ec3 \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3 v\u00ec ta kh\u00f4ng th\u1ec3 \u0111\u00e1nh gi\u00e1 l\u01b0\u1ee3ng hoa h\u1ed3ng hay doanh s\u1ed1 b\u00e1n h\u00e0ng t\u0103ng l\u00ean bao nhi\u00eau nh\u1edd th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch. Ng\u01b0\u1ee3c l\u1ea1i, v\u1edbi BTL, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3 v\u1edbi doanh s\u1ed1 r\u00f5 r\u00e0ng.<\/p>\n

          7<\/strong>. Trong ATL, giao ti\u1ebfp ch\u1ec9 \u0111\u1ebfn t\u1eeb doanh nghi\u1ec7p v\u1edbi th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c nh\u1eafm \u0111\u1ebfn kh\u00e1n gi\u1ea3. M\u1eb7t kh\u00e1c, BTL l\u00e0 giao ti\u1ebfp hai chi\u1ec1u gi\u1eefa nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, gi\u00fap x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

          N\u00ean s\u1eed d\u1ee5ng ATL hay BTL?<\/strong><\/h2>\n

          C\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam \u0111ang chi ng\u00e2n s\u00e1ch kh\u00e1 l\u1edbn cho ho\u1ea1t \u0111\u1ed9ng ATL. Nghi\u00ean c\u1ee9u cho th\u1ea5y trung b\u00ecnh 70% chi ph\u00ed<\/strong> cho ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u01b0\u1ee3c \u0111\u1ed5 v\u00e0o ATL. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y BTL c\u00f3 v\u1ebb k\u00e9m \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng h\u01a1n \u1edf th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i. Tuy v\u1eady, ranh gi\u1edbi (line) gi\u1eefa ATL v\u00e0 BTL \u0111ang d\u1ea7n m\u1edd nh\u1ea1t h\u01a1n theo xu h\u01b0\u1edbng marketing t\u1ecbnh ti\u1ebfn.<\/p>\n

          ATL l\u00e0 k\u1ef3 v\u1ecdng, h\u1ee9a h\u1eb9n v\u1edbi ng\u01b0\u1eddi d\u00f9ng, c\u00f2n BTL thu\u1ed9c v\u1ec1 c\u00e1ch doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 \u0111\u00e3 h\u1ee9a h\u1eb9n \u0111\u00f3. Trong khi ATL ch\u1ec9 gi\u00fap kh\u00e1ch h\u00e0ng quan s\u00e1t s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u00ec BTL l\u1ea1i th\u1ef1c ti\u1ec5n h\u01a1n b\u1eb1ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng tr\u1ea3i nghi\u1ec7m nh\u01b0 d\u00f9ng th\u1eed. <\/p>\n

          V\u00ec v\u1eady, k\u1ebft h\u1ee3p c\u1ea3 ATL v\u00e0 BTL<\/strong> s\u1ebd t\u1ea1o n\u00ean hi\u1ec7u qu\u1ea3 l\u1edbn h\u01a1n so v\u1edbi s\u1eed d\u1ee5ng hai h\u00ecnh th\u1ee9c m\u1ed9t c\u00e1ch ri\u00eang l\u1ebb. <\/p>\n

          C\u00e1i c\u00e1c marketer c\u1ea7n l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh v\u1edbi s\u1ef1 t\u1ed3n t\u1ea1i b\u1ec1n b\u1ec9 tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 l\u00fd do c\u1ed9ng h\u01b0\u1edfng ATL v\u00e0 BTL l\u00e0 ph\u01b0\u01a1ng \u00e1n h\u1eefu d\u1ee5ng nh\u1ea5t trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb.<\/p>\n

          \u0110\u00f4i \u0111i\u1ec1u v\u1ec1 TTL<\/strong><\/h2>\n

          Sau khi ch\u00fang ta \u0111\u00e3 t\u00ecm hi\u1ec3u v\u1ec1 Above The Line v\u00e0 Below The Line marketing, h\u00e3y c\u00f9ng \u0111i\u1ec3m qua m\u1ed9t s\u1ed1 chi ti\u1ebft v\u1ec1 Through The Line (TTL<\/strong>) nh\u00e9.<\/p>\n

          TTL l\u00e0 lo\u1ea1i h\u00ecnh m\u1edbi nh\u01b0ng \u0111ang \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi nhi\u1ec1u nh\u00e3n h\u00e0ng. TTL ch\u00ednh l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a ATL v\u00e0 BTL, l\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean nhi\u1ec1u k\u00eanh v\u00e0 nhi\u1ec1u th\u1eddi \u0111i\u1ec3m v\u1edbi c\u00f9ng m\u1ed9t th\u00f4ng \u0111i\u1ec7p.<\/p>\n

          M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 c\u1ee7a Through the line l\u00e0: c\u00e1c m\u00e3 gi\u1ea3m gi\u00e1 \u0111\u01b0\u1ee3c thu th\u1eadp khi t\u01b0\u01a1ng t\u00e1c tr\u00ean internet; ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u00e1c t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng k\u1ebft h\u1ee3p in t\u00ean kh\u00e1ch h\u00e0ng tr\u00ean s\u1ea3n ph\u1ea9m (CocaCola); nh\u1eefng chuy\u1ebfn th\u0103m c\u01a1 s\u1edf s\u1ea3n xu\u1ea5t, v.v.<\/p>\n

          TTL cho ph\u00e9p nh\u00e3n h\u00e0ng v\u00e0 doanh nghi\u1ec7p ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng theo c\u00e1c ph\u01b0\u01a1ng di\u1ec7n \u0111a d\u1ea1ng. T\u1eeb \u0111\u00f3, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ti\u1ebfp nh\u1eadn th\u00f4ng tin m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n

          C\u00f3 th\u1ec3 n\u00f3i TTL ch\u00ednh l\u00e0 gi\u1ea3i ph\u00e1p t\u1ed1i \u01b0u khi k\u1ebft h\u1ee3p c\u1ea3 ATL v\u00e0 BTL trong marketing.<\/p>\n

          K\u1ebft<\/strong><\/h2>\n

          Above The Line marketing v\u00e0 Below The Line marketing l\u00e0 hai chi\u1ebfn l\u01b0\u1ee3c h\u1eefu d\u1ee5ng m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 v\u00e0 \u0111ang \u00e1p d\u1ee5ng \u0111\u1ec3 thu chi\u1ebfn l\u1ee3i ph\u1ea9m. D\u00f9 hai ph\u01b0\u01a1ng th\u1ee9c c\u00f3 nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 y\u1ebfu ri\u00eang, bi\u1ebft c\u00e1ch k\u1ebft h\u1ee3p ATL v\u00e0 BTL s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n, h\u00fat doanh s\u1ed1, v\u00e0 t\u1ed3n t\u1ea1i l\u00e2u d\u00e0i trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng nhi\u1ec1u c\u1ea1nh tranh.<\/p>\n

          Mong r\u1eb1ng v\u1edbi b\u00e0i vi\u1ebft c\u1ee7a Masterskills Vi\u1ec7t Nam, b\u1ea1n \u0111\u00e3 c\u00f3 th\u1ec3 hi\u1ec3u nhi\u1ec1u h\u01a1n v\u1ec1 c\u00e1c thu\u1eadt ng\u1eef n\u00e0y. \u0110\u1eebng qu\u00ean \u0111\u1ebfn v\u1edbi Masterskills \u0111\u1ec3 m\u1edf r\u1ed9ng ki\u1ebfn th\u1ee9c c\u1ee7a m\u00ecnh v\u00e0 t\u00ecm \u0111\u01b0\u1ee3c c\u00f4ng vi\u1ec7c m\u01a1 \u01b0\u1edbc b\u1ea1n nh\u00e9.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          Marketing \u0111ang v\u00e0 s\u1ebd l\u00e0 m\u1ed9t ng\u00e0nh ngh\u1ec1 c\u00f3 s\u1ee9c h\u00fat l\u1edbn v\u00e0 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n c\u1ef1c l\u1edbn. \u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m m\u1ed9t Marketer \u01b0u t\u00fa, b\u1ea1n s\u1ebd c\u1ea7n c\u00f3 hi\u1ec3u bi\u1ebft s\u00e2u v\u1ec1 c\u00e1c thu\u1eadt ng\u1eef Marketing \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng n\u00f3 v\u00e0o c\u00f4ng vi\u1ec7c. Above The Line v\u00e0 Below The Line […]<\/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\/48723"}],"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=48723"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48723\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=48723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=48723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=48723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}