{"id":974,"date":"2021-03-30T15:34:13","date_gmt":"2021-03-30T08:34:13","guid":{"rendered":"http:\/\/journey.hedima.vn\/?p=974"},"modified":"2021-03-30T15:34:13","modified_gmt":"2021-03-30T08:34:13","slug":"tvc-la-gi","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/tvc-la-gi\/","title":{"rendered":"TVC l\u00e0 g\u00ec? Gi\u1ea3i m\u00e3 9 y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean m\u1ed9t TVC th\u00e0nh c\u00f4ng"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">S\u1ebd kh\u00f4ng qu\u00e1 n\u1ebfu n\u00f3i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i c\u1ee7a ng\u00e0nh c\u00f4ng nghi\u1ec7p qu\u1ea3ng c\u00e1o su\u1ed1t 40 n\u0103m qua. B\u00e1o gi\u1ea5y vang danh m\u1ed9t th\u1eddi \u0111\u00e3 v\u00e0 \u0111ang d\u1ecbch chuy\u1ec3n v\u1ecb th\u1ebf cho c\u00e1c trang b\u00e1o m\u1ea1ng. Truy\u1ec1n h\u00ecnh m\u1eb7t \u0111\u1ea5t, analog \u0111ang chuy\u1ec3n \u0111\u1ed5i sang <a href=\"https:\/\/hedima.vn\/journey\/so-hoa-digitalization\/\">s\u1ed1 h\u00f3a<\/a> (Digital)&#8230; \u0110\u1ed5i m\u1edbi, c\u00f4ng ngh\u1ec7 c\u00f3 ph\u1ea3i l\u00e0 &#8220;k\u1ebb th\u00f9&#8221; c\u1ee7a truy\u1ec1n th\u1ed1ng?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TVC l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o v\u00f4 c\u00f9ng quen thu\u1ed9c \u0111\u1ed1i v\u1edbi th\u1ebf h\u1ec7, kh\u00f4ng ch\u1ec9 Vi\u1ec7t Nam m\u00e0 c\u00f2n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Tuy nhi\u00ean kh\u00f4ng ph\u1ea3i ai c\u0169ng hi\u1ec3u r\u00f5 v\u1ec1 TVC? Li\u1ec7u TVC c\u00f3 ch\u00ednh th\u1ee9c tr\u1edf n\u00ean \u201cl\u1ed7i th\u1eddi\u201d hay t\u1ee9c th\u1eddi chuy\u1ec3n m\u00ecnh \u0111\u1ec3 th\u00edch nghi? V\u00e0 trong <a href=\"https:\/\/hedima.vn\/journey\/marketing-duoc-pham-cang-han-che-cang-chien-luoc\/\">marketing d\u01b0\u1ee3c<\/a> ph\u1ea9m v\u00e0 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u00f3 TVC n\u00e0o th\u1eadt s\u1ef1 \u1ea5n t\u01b0\u1ee3ng v\u00e0 \u0111\u1ecdng l\u1ea1i c\u1ea3m x\u00fac cho kh\u00e1n gi\u1ea3?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng \u0111\u1ec3 c\u00e1c b\u1ea1n ph\u1ea3i \u0111\u1ee3i l\u00e2u, b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y c\u1ee7a HEDIMA s\u1ebd gi\u1edbi thi\u1ec7u cho c\u00e1c b\u1ea1n t\u1ea5t t\u1ea7n t\u1eadt nh\u1eefng th\u00f4ng tin v\u1ec1 TVC nh\u00e9!\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#TVC_la_gi\" >TVC l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#Yeu_to_nao_tao_nen_su_thanh_cong_cua_TVC\" >Y\u1ebfu t\u1ed1 n\u00e0o t\u1ea1o n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a TVC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#Cac_TVC_nganh_Cham_soc_suc_khoe_dien_hinh\" >C\u00e1c TVC ng\u00e0nh Ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe \u0111i\u1ec3n h\u00ecnh<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#1_Panadol_Extra\" >1. Panadol Extra\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#2_Gaviscon\" >2. Gaviscon<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#3_Salonsip\" >3. Salonsip<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#4_Thuoc_ho_Nam_Duoc\" >4. Thu\u1ed1c ho Nam D\u01b0\u1ee3c<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/tvc-la-gi\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"TVC_la_gi\"><\/span><span style=\"color: #017ab7;\">TVC l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>TVC <span style=\"font-weight: 400;\">l\u00e0 c\u1ee5m t\u1eeb vi\u1ebft t\u1eaft c\u1ee7a Television Commercials &#8211; truy\u1ec1n h\u00ecnh th\u01b0\u01a1ng m\u1ea1i, l\u00e0 m\u1ed9t lo\u1ea1i h\u00ecnh qu\u1ea3ng c\u00e1o d\u01b0\u1edbi d\u1ea1ng video, gi\u1edbi thi\u1ec7u v\u1ec1 s\u1ea3n ph\u1ea9m, hay m\u1ed9t s\u1ef1 ki\u1ec7n n\u00e0o \u0111\u00f3 \u0111\u01b0\u1ee3c ph\u00e1t s\u00f3ng tr\u00ean s\u00f3ng truy\u1ec1n h\u00ecnh. \u0110\u1ec3 d\u1ec5 h\u00ecnh dung, khi b\u1ea1n \u0111ang xem truy\u1ec1n h\u00ecnh, ch\u00fang th\u01b0\u1eddng \u0111\u01b0\u1ee3c xu\u1ea5t hi\u1ec7n xen k\u1ebd tr\u01b0\u1edbc, gi\u1eefa ho\u1eb7c sau n\u1ed9i dung ch\u00ednh c\u1ee7a m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh hay m\u1ed9t ph\u00f3ng s\u1ef1 n\u00e0o \u0111\u1ea5y.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00f3 th\u1ec3 n\u00f3i, TVC l\u00e0 h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o lu\u00f4n c\u00f3 s\u1ee9c lan t\u1ecfa r\u1ed9ng r\u00e3i c\u00f9ng v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1n gi\u1ea3 \u0111a d\u1ea1ng v\u00e0 kh\u00f4ng b\u1ecb r\u00e0ng bu\u1ed9c b\u1edfi kh\u00f4ng gian, th\u1eddi gian hay kho\u1ea3ng c\u00e1ch \u0111\u1ecba l\u00fd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u00f4ng th\u01b0\u1eddng, 1 TVC c\u00f3 th\u1eddi l\u01b0\u1ee3ng t\u1eeb 10 &#8211; 30 gi\u00e2y, ph\u1ee5 thu\u1ed9c v\u00e0o th\u00f4ng \u0111i\u1ec7p m\u00e0 c\u00f4ng ty hay doanh nghi\u1ec7p mu\u1ed1n truy\u1ec1n t\u1ea3i \u0111\u1ebfn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110\u00f4i khi c\u0169ng xu\u1ea5t hi\u1ec7n m\u1ed9t s\u1ed1 TVC d\u00e0i 60 gi\u00e2y. \u0110\u1ec3 s\u1ea3n xu\u1ea5t 1 TVC c\u1ea7n nh\u1eefng b\u01b0\u1edbc nh\u01b0 ti\u1ec1n k\u1ef3, s\u1ea3n xu\u1ea5t, h\u1eadu k\u1ef3,.. gi\u1ed1ng nh\u01b0 qu\u00e1 tr\u00ecnh phim nh\u01b0ng \u00edt t\u1ed3n th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c h\u01a1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Li\u1ec7u b\u1ea1n c\u00f3 bi\u1ebft r\u1eb1ng, c\u00f3 \u0111\u1ebfn 90% kh\u00e1ch h\u00e0ng s\u1ebd xem c\u00e1c video qu\u1ea3ng c\u00e1o (k\u1ec3 c\u1ea3 TVC) tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng b\u1edfi ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng c\u00f3 t\u00e2m l\u00fd chung \u0111\u00f3 l\u00e0 tin v\u00e0o nh\u1eefng g\u00ec m\u00ecnh th\u1ea5y tr\u1ef1c quan h\u01a1n l\u00e0 ch\u1ec9 nh\u00ecn h\u00ecnh \u1ea3nh. L\u00e0m TVC qu\u1ea3ng c\u00e1o s\u1ebd gi\u00fap cho doanh nghi\u1ec7p mu\u1ed1n thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng mua h\u00e0ng c\u1ee7a m\u00ecnh<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u1ea3i qua nh\u1eefng th\u1eddi k\u1ef3 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i, TVC c\u00f3 nh\u1eefng b\u01b0\u1edbc \u0111\u1ed5i m\u00ecnh \u0111\u00e1ng kinh ng\u1ea1c. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Yeu_to_nao_tao_nen_su_thanh_cong_cua_TVC\"><\/span><span style=\"color: #017ab7;\">Y\u1ebfu t\u1ed1 n\u00e0o t\u1ea1o n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a TVC<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 \u0111o l\u01b0\u1eddng s\u1ef1 hi\u1ec7u qu\u1ea3 c\u1ee7a TVC qu\u1ea3ng c\u00e1o, \u0111a ph\u1ea7n s\u1ebd ngh\u0129 th\u01b0\u1edbc \u0111o ch\u00ednh x\u00e1c nh\u1ea5t l\u00e0 &#8220;b\u1ea3ng k\u1ebft qu\u1ea3 b\u00e1n h\u00e0ng&#8221; \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng trong su\u1ed1t c\u00e1c giai \u0111o\u1ea1n tr\u01b0\u1edbc &#8211; trong v\u00e0 sau khi ch\u1ea1y qu\u1ea3ng c\u00e1o. \u0110i\u1ec1u \u0111\u00f3 \u0111\u00fang nh\u01b0ng ch\u01b0a \u0111\u1ee7. Qu\u1ea3ng c\u00e1o c\u00f3 2 m\u1ee5c ti\u00eau:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">T\u0103ng \u0111\u1ed9 ph\u1ee7 s\u00f3ng v\u00e0 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u00fac \u0111\u1ea9y ho\u1ea1t \u0111\u1ed9ng b\u00e1n h\u00e0ng<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tr\u01b0\u1edbc h\u1ebft ch\u00fang ta c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u00e2u l\u00e0 m\u1ee5c ti\u00eau ch\u00ednh. T\u1eeb m\u1ee5c ti\u00eau \u0111\u00f3 \u0111\u1ec3 ch\u00fang ta \u0111\u00e1nh gi\u00e1 qu\u00e1 tr\u00ecnh s\u00e1ng t\u1ea1o, tri\u1ec3n khai sao cho \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 cao nh\u1ea5t theo t\u1eebng m\u1ee5c ti\u00eau.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-978 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/02\/unnamed-1.jpg\" alt=\"TVC la gi\" width=\"512\" height=\"307\" \/><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t marketer c\u1ea7n bi\u1ebft c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 khai th\u00e1c t\u1ed1t k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang \u201c\u0111\u1eaft \u0111\u1ecf\u201d n\u00e0y, mang l\u1ea1i nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u01b0 &#8220;r\u1ea3i bom B52&#8221; n\u00e0y. Trong \u0111\u00f3 m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 ch\u00ednh c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0:<\/span><\/p>\n<p><b><i><span style=\"color: #017ab7;\">Th\u00f4ng \u0111i\u1ec7p truy\u1ec1n t\u1ea3i:<\/span> <\/i><\/b><span style=\"font-weight: 400;\">C\u00f3 th\u1ec3 n\u00f3i th\u00f4ng \u0111i\u1ec7p l\u00e0 linh h\u1ed3n c\u1ee7a m\u1ed9t TVC. V\u00ec th\u1ebf, s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a TVC ph\u1ee5 thu\u1ed9c r\u1ea5t l\u1edbn \u0111\u1ebfn n\u1ed9i dung th\u00f4ng \u0111i\u1ec7p v\u00e0 c\u00e1ch truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u00e0i vi\u1ebft tr\u01b0\u1edbc, HEDIMA \u0111\u00e3 gi\u1ea3i th\u00edch vi\u1ec7c nhi\u1ec1u nh\u00e3n h\u00e0ng l\u1edbn khi b\u1eaft \u0111\u1ea7u m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng h\u1ecd l\u1ea1i d\u00e0nh nhi\u1ec1u ng\u00e2n s\u00e1ch cho c\u00e1c c\u00f4ng ty Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u00ecm ra Insight c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. V\u00e0 khi kh\u00e1ch h\u00e0ng th\u1ea5y \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd \u0111\u00e3 truy\u1ec1n t\u1ea3i tr\u00ean c\u00e1c TVC c\u1ee7a nh\u00e3n h\u00e0ng, c\u00f3 ph\u1ea3i h\u1ecd s\u1ebd nh\u1edb \u0111\u1ebfn?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Case study \u0111i\u1ec3n h\u00ecnh ph\u1ea3i nh\u1eafc \u0111\u1ebfn l\u00e0 kem \u0111\u00e1nh r\u0103ng Sensodyne. H\u1ecd t\u00ecm ra Insight &#8220;r\u0103ng \u00ea bu\u1ed1t&#8221; trong khi c\u00e1c nh\u00e3n kh\u00e1c nh\u01b0 P\/S, Colgate ch\u1ecdn tr\u1eafng s\u00e1ng, H\u01a1i th\u1edf th\u01a1m tho hay r\u0103ng ch\u1eafc kh\u1ecfe&#8230; Tr\u00fang ph\u00f3c insight kh\u00e1ch h\u00e0ng \u0111\u00e3 khi\u1ebfn cho Sensodyne chi\u1ebfm l\u0129nh m\u1ed9t th\u1ecb tr\u01b0\u1eddng kh\u00f4ng h\u1ec1 nh\u1ecf.<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><b><i>Th\u00f4ng tin ch\u00ednh x\u00e1c &#8211; trung th\u1ef1c: <\/i><\/b><\/span><span style=\"font-weight: 400;\">S\u1ef1 ch\u00ednh x\u00e1c v\u00e0 trung th\u1ef1c trong truy\u1ec1n t\u1ea3i th\u00f4ng tin ch\u00ednh l\u00e0 th\u01b0\u1edbc \u0111o l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng. Ni\u1ec1m tin kh\u00f4ng ph\u1ea3i l\u00e0 th\u1ee9 d\u1ec5 d\u00e0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 duy tr\u00ec ch\u00fang l\u1ea1i c\u00e0ng kh\u00f3.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed3ng th\u1eddi, d\u01b0\u1ee3c ph\u1ea9m l\u00e0 ng\u00e0nh h\u00e0ng \u0111\u00f2i h\u1ecfi c\u00e1c c\u00f4ng ty\/ doanh nghi\u1ec7p c\u1ea7n \u0111\u01b0a ra c\u00e1c th\u00f4ng tin ch\u00ednh x\u00e1c, k\u1ec3 c\u1ea3 nh\u1eefng t\u00e1c d\u1ee5ng hay t\u00e1c \u0111\u1ed9ng kh\u00f4ng mong mu\u1ed1n, tuy\u1ec7t \u0111\u1ed1i kh\u00f4ng v\u00ec l\u1ee3i \u00edch ri\u00eang m\u00e0 vi ph\u1ea1m \u0111\u1ea1o \u0111\u1ee9c ngh\u1ec1 nghi\u1ec7p.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><b><i>S\u1ef1 ph\u00f9 h\u1ee3p: <\/i><\/b><\/span><span style=\"font-weight: 400;\">M\u1ed7i s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 \u0111\u1ec1u c\u00f3 nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 v\u00e0 m\u1ed7i ph\u00e2n kh\u00fac \u0111\u1ec1u c\u00f3 nh\u1eefng \u0111\u1eb7c t\u00ednh ri\u00eang. V\u00ec th\u1ebf, c\u00e1c TVC mu\u1ed1n th\u00e0nh c\u00f4ng ph\u1ea3i x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau (Target Audience), t\u1eeb \u0111\u00f3 \u201cb\u1eaft m\u1ea1ch\u201d th\u00f3i quen v\u00e0 h\u00e0nh vi c\u1ee5 th\u1ec3 c\u1ee7a t\u1eebng nh\u00f3m v\u00e0 \u0111\u01b0a ra ph\u01b0\u01a1ng th\u1ee9c truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><b><i>T\u00ednh \u0111a d\u1ea1ng: <\/i><\/b><\/span><span style=\"font-weight: 400;\">Nhu c\u1ea7u v\u00e0 xu h\u01b0\u1edbng lu\u00f4n thay \u0111\u1ed5i \u0111\u00f2i h\u1ecfi TVC c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m kh\u00f4ng n\u00ean \u201cb\u00f3 bu\u1ed9c\u201d nh\u01b0ng v\u1eabn trong ph\u1ea1m vi cho ph\u00e9p.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t TVC qu\u1ea3ng c\u00e1o hay l\u00e0 video c\u00f3 k\u1ecbch b\u1ea3n \u0111\u1ed9c \u0111\u00e1o, h\u00ecnh \u1ea3nh s\u1ed1ng \u0111\u1ed9ng v\u00e0 th\u00f4ng \u0111i\u1ec7p ch\u1ea1m \u0111\u1ebfn c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi xem. \u1ede Vi\u1ec7t Nam, m\u1ed9t s\u1ed1 TVC qu\u1ea3ng c\u00e1o t\u1ea1o \u0111\u01b0\u1ee3c \u201cti\u1ebfng vang\u201d l\u1edbn nh\u01b0 TVC qu\u1ea3ng c\u00e1o c\u1ee7a \u0110i\u1ec7n m\u00e1y xanh; qua\u0309ng ca\u0301o ba\u0301nh Chocopie cu\u0309a Orion; TVC qu\u1ea3ng c\u00e1o Bio acimin, TVC qu\u1ea3ng c\u00e1o Bia H\u00e0 N\u1ed9i T\u1ebft 2018&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">T\u1eeb \u0111\u00f3, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01a1n gi\u1ea3n c\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a TVC g\u00f3i g\u1ecdn trong 3C : <\/span><b><i>Clear<\/i><\/b><span style=\"font-weight: 400;\"> (R\u00f5 r\u00e0ng) &#8211; <\/span><b><i>Credible <\/i><\/b><span style=\"font-weight: 400;\">(\u0110\u00e1ng tin c\u1eady) &#8211; <\/span><b><i>Compelling <\/i><\/b><span style=\"font-weight: 400;\">(H\u1ea5p d\u1eabn).<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Cac_TVC_nganh_Cham_soc_suc_khoe_dien_hinh\"><\/span><span style=\"color: #017ab7;\">C\u00e1c TVC ng\u00e0nh Ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe \u0111i\u1ec3n h\u00ecnh<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a nh\u01b0 ng\u00e0y nay, qu\u1ea3ng c\u00e1o ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m kh\u00f4ng c\u00f2n \u201cm\u1ed9t m\u00e0u\u201d nh\u01b0 tr\u01b0\u1edbc \u0111\u00e2y. V\u1edbi nh\u1eefng ng\u01b0\u1eddi th\u01b0\u1eddng xuy\u00ean theo d\u00f5i truy\u1ec1n h\u00ecnh, ch\u1eafc h\u1eb3n \u0111\u1ec1u th\u1ea5y t\u1ea1i c\u00e1c khung gi\u1edd qu\u1ea3ng c\u00e1o th\u00ec d\u01b0\u1ee3c ph\u1ea9m lu\u00f4n chi\u1ebfm \u0111\u1ea1i \u0111a s\u1ed1. TVC l\u00e0 m\u1ed9t cu\u1ed9c ch\u01a1i &#8220;l\u1eafm ti\u1ec1n nhi\u1ec1u c\u1ee7a\u201d, C\u00e1c video qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m \u0111\u1ec1u mang nh\u1eefng m\u00e0u s\u1eafc \u0111a d\u1ea1ng, phong ph\u00fa kh\u00e1c nhau ph\u00f9 h\u1ee3p v\u1edbi ch\u1ea5t ri\u00eang c\u1ee7a t\u1eebng doanh nghi\u1ec7p, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sau \u0111\u00e2y HEDIMA s\u1ebd mang \u0111\u1ebfn m\u1ed9t v\u00e0i TVC n\u1ed5i b\u1eadt trong ng\u00e0nh ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, c\u1ee5 th\u1ec3 l\u00e0 l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m nh\u00e9.\u00a0\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Panadol_Extra\"><\/span><span style=\"color: #017ab7;\">1. Panadol Extra\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ch\u1eafc h\u1eb3n r\u1eb1ng Panadol kh\u00f4ng h\u1ec1 l\u1ea1 l\u1eabm ph\u1ea3i kh\u00f4ng n\u00e0o? \u0110\u1ea1i \u0111a s\u1ed1 t\u1ee7 thu\u1ed1c nh\u00e0 ai c\u0169ng c\u00f3 v\u00e0 khi \u0111au \u0111\u1ea7u s\u1ebd lu\u00f4n ngh\u0129 \u0111\u1ebfn Panadol. S\u1ef1 ph\u1ed5 bi\u1ebfn c\u1ee7a n\u00f3 kh\u00f4ng th\u1ec3 kh\u00f4ng nh\u1eafc \u0111\u1ebfn vai tr\u00f2 c\u1ee7a marketing qu\u1ea3ng c\u00e1o, c\u1ee5 th\u1ec3 l\u00e0 c\u00e1c TVC &#8211; nh\u1eefng qu\u1ea3ng c\u00e1o c\u00f3 ch\u1ea5t ri\u00eang, kh\u00f4ng b\u1ecb nh\u1ea7m l\u1eabn.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-977 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/02\/unnamed-2.jpg\" alt=\"TVC la gi\" width=\"512\" height=\"288\" \/><\/p>\n<p><span style=\"font-weight: 400;\">V\u1edbi slogan quen thu\u1ed9c \u201cGi\u1ea3m \u0111au, h\u1ea1 s\u1ed1t, kh\u00f4ng g\u00e2y bu\u1ed3n ng\u1ee7\u2019, lo\u1ea1t series c\u1ee7a Panadol lu\u00f4n nh\u1eafm \u0111\u1ebfn t\u00ecnh c\u1ea3m gia \u0111\u00ecnh, t\u00ecnh th\u01b0\u01a1ng, s\u1ef1 s\u1ebb chia v\u1edbi x\u00e3 h\u1ed9i, c\u1ed9ng \u0111\u1ed3ng, thay \u0111\u1ed5i li\u00ean t\u1ee5c ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng th\u1eddi \u0111i\u1ec3m (nh\u01b0 TVC d\u1ecbp T\u1ebft Nguy\u00ean \u0110\u00e1n). T\u1eeb \u0111\u00f3, t\u1eebng b\u01b0\u1edbc n\u1eafm gi\u1eef t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u1eb9 nh\u00e0ng, tinh t\u1ebf m\u00e0 v\u1eabn r\u1ea5t n\u1ed5i b\u1eadt l\u00e0 nh\u1eefng t\u00ednh t\u1eeb \u0111\u1ec3 mi\u00eau t\u1ea3 l\u00fd do th\u00e0nh c\u00f4ng c\u1ee7a Panadol.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Gaviscon\"><\/span><span style=\"color: #017ab7;\">2. Gaviscon<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-976 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/02\/unnamed-3.jpg\" alt=\"TVC la gi\" width=\"512\" height=\"288\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u1eefng TVC c\u1ee7a Gaviscon lu\u00f4n g\u1eafn li\u1ec1n v\u1edbi linh v\u1eadt l\u00e0 \u201cAnh em c\u1ee9u h\u1ecfa\u201d c\u00f9ng nh\u1eefng m\u00e0u s\u1eafc ch\u1ee7 \u0111\u1ea1o t\u01b0\u01a1i s\u00e1ng (h\u1ed3ng, xanh\u2026) g\u1ee3i n\u00ean c\u1ea3m x\u00fac vui t\u01b0\u01a1i, tr\u1ebb trung. Qua nh\u1eefng bi\u1ec3u t\u01b0\u1ee3ng \u0111\u00f3, Gaviscon kh\u00e9o l\u00e9o truy\u1ec1n t\u1ea3i tri\u1ec7u ch\u1ee9ng \u1ee3 n\u00f3ng, kh\u00f3 ti\u00eau, tr\u00e0o ng\u01b0\u1ee3c l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn cu\u1ed9c s\u1ed1ng v\u00e0 c\u00e1c \u201canh em c\u1ee9u h\u1ecfa\u201d Gaviscon xu\u1ea5t hi\u1ec7n nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p \u0111\u1ea7y hi\u1ec7u qu\u1ea3.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Salonsip\"><\/span><span style=\"color: #017ab7;\">3. Salonsip<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong c\u00e1c TVC, KOLs lu\u00f4n v\u1eabn l\u00e0 tr\u1ee3 th\u1ee7 \u0111\u1eafc l\u1ef1c cho c\u00f4ng cu\u1ed9c truy\u1ec1n th\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c nguy\u00ean t\u1eafc n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ed1i quan h\u1ec7 gi\u1eefa ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng v\u00e0 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 t\u00ednh x\u00e1c th\u1ef1c, s\u1ef1 t\u1ef1 nhi\u00ean, gia t\u0103ng gi\u00e1 tr\u1ecb truy\u1ec1n th\u00f4ng, vi\u1ec7c \u0111\u00f3 s\u1ebd d\u1ec5 d\u00e0ng l\u1ea5y \u0111\u01b0\u1ee3c ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-975 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/02\/unnamed-4.jpg\" alt=\"TVC la gi\" width=\"512\" height=\"288\" \/><\/p>\n<p><span style=\"font-weight: 400;\">S\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh KOLs l\u00e0 c\u1ea7u th\u1ee7 \u0111\u00e1 b\u00f3ng C\u00f4ng Ph\u01b0\u1ee3ng, h\u00ecnh \u1ea3nh \u0111\u1eb9p m\u1eaft, s\u1ed1ng \u0111\u1ed9ng nh\u01b0ng \u0111\u1ea7u ch\u00e2n th\u1ef1c, l\u1ed3ng gh\u00e9p v\u1edbi c\u00e1c hi\u1ec7u \u1ee9ng cho th\u1ea5y c\u00f4ng d\u1ee5ng n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m Salonsip. T\u1eeb \u0111\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn nh\u1eadn th\u1ee9c s\u1ea3n ph\u1ea9m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Thuoc_ho_Nam_Duoc\"><\/span><span style=\"color: #017ab7;\">4. Thu\u1ed1c ho Nam D\u01b0\u1ee3c<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">V\u1edbi idea s\u1eed d\u1ee5ng c\u00e1c t\u00ecnh hu\u1ed1ng \u0111\u01b0\u1ee3c c\u01b0\u1eddng \u0111i\u1ec7u h\u00f3a khi ng\u01b0\u1eddi b\u1ec7nh ho g\u00e2y n\u00ean. S\u1ef1 h\u00e0i h\u01b0\u1edbc, vui nh\u1ed9n d\u1ec5 d\u00e0ng len l\u1ecfi v\u00e0 kh\u1eafc s\u00e2u trong t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Qua \u0111\u00f3, t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh m\u1ebd v\u00e0 d\u1ec5 d\u00e0ng ghi nh\u1edb.<\/span><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-weight: 400;\">TVC l\u00e0 m\u1ed9t cu\u1ed9c ch\u01a1i &#8220;l\u1eafm ti\u1ec1n nhi\u1ec1u c\u1ee7a&#8221; m\u00e0 ngay c\u1ea3 trong cu\u1ed9c \u0111\u1eddi l\u00e0m marketing th\u00ec c\u0169ng kh\u00f4ng c\u00f3 nhi\u1ec1u marketer c\u00f3 \u0111i\u1ec1u ki\u1ec7n ti\u1ebfp c\u1eadn v\u1edbi k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang r\u1ea5t quen thu\u1ed9c n\u00e0y. Tuy v\u1eady, n\u1ebfu may m\u1eafn c\u00f3 \u0111i\u1ec1u ki\u1ec7n n\u1eafm trong tay c\u00f4ng c\u1ee5 marketing &#8220;kh\u1ee7ng&#8221; n\u00e0y, b\u1ea1n s\u1ebd l\u00e0m g\u00ec?<\/span><b><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>S\u1ebd kh\u00f4ng qu\u00e1 n\u1ebfu n\u00f3i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i c\u1ee7a ng\u00e0nh c\u00f4ng nghi\u1ec7p qu\u1ea3ng c\u00e1o su\u1ed1t 40 n\u0103m qua. B\u00e1o gi\u1ea5y vang danh m\u1ed9t th\u1eddi \u0111\u00e3 v\u00e0 \u0111ang d\u1ecbch chuy\u1ec3n v\u1ecb th\u1ebf cho c\u00e1c trang b\u00e1o m\u1ea1ng. Truy\u1ec1n h\u00ecnh m\u1eb7t \u0111\u1ea5t, analog \u0111ang chuy\u1ec3n \u0111\u1ed5i sang s\u1ed1 h\u00f3a (Digital)&#8230; \u0110\u1ed5i m\u1edbi, c\u00f4ng ngh\u1ec7 c\u00f3 ph\u1ea3i l\u00e0 &#8220;k\u1ebb th\u00f9&#8221; c\u1ee7a truy\u1ec1n th\u1ed1ng?<\/p>\n","protected":false},"author":13,"featured_media":2114,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34],"class_list":["post-974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-chien-luoc-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/comments?post=974"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/974\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2114"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}