Kev tshaj tawm kiag li txhua yam khoom lossis kev pabcuam muaj ntau yam. Nws cov txiaj ntsig, tshwj xeeb, nyob ntawm ntau yam. Qhov no, raws li txoj cai, suav nrog cov ntsiab lus thiab daim ntawv ntawm cov lus (kev xa tawm cov ntaub ntawv), cov ntawv xov xwm ntawm kev faib rau nws (cov no tuaj yeem yog ntawv xov xwm, ntawv xov xwm, TV, xov tooj cua, thiab lwm yam), qhov loj me, sijhawm. thiab tag nrho cov ntawv tshaj tawm, lossis tshaj tawm. Hnub no, kev txhim kho ntawm kev tshaj tawm kev tshaj tawm yog lub luag haujlwm tshwm sim.
Qhov tseeb ntawm peb lub sijhawm
Nws yog qhov tsim nyog tias kev tshaj tawm niaj hnub no feem ntau ua tiav cov txiaj ntsig zoo tshaj plaws thaum muaj tag nrho cov kev daws teeb meem zoo, uas yog, thaum cov lus tshaj tawm zoo tshaj tawm ncaj qha rau cov neeg tuaj saib siv qhov nruab nrab tsim nyog thiab tsim nyog. Tshwj xeeb, thaum xaiv qhov loj me ntawm kev tshaj tawm kev tshaj tawm, nrog rau lub sijhawm zoo tshaj plaws thiab qhov chaw rau lawv qhov chaw, thaum qhov zaus ntawm lawv qhov kev tso kawm raug suav nrog. Nyob rau tib lub sijhawm, txhua qhov tsis suav nrog yuav cuam tshuam ncaj qha rau kev ua tau zoo thiab kev tsim khoom ntawm kev tshaj tawm hauv txoj kev tsis zoo tshaj plaws.
Nws yuav tsum tau sau tseg tias qhov zoo duakev tshaj tawm, qhov chaw tsawg dua hauv qee qhov xov xwm nws xav tau txhawm rau txhawm rau cuam tshuam rau cov neeg siv khoom zoo tshaj plaws.
Kev tshaj tawm niaj hnub yog dab tsi?
Cov lus nug tsis nyob twj ywm. Tom qab tag nrho, qhov ua tau zoo ntawm kev tshaj tawm kev tshaj tawm yog nyob ntawm nws. Wb sim teb nws.
Txoj kev tshaj tawm niaj hnub no yog, ua ntej ntawm tag nrho, kev siv tag nrho cov txheej txheem ntawm kev npaj ua ntej kev tshaj tawm, uas yog tom qab ntawd suav rau qee lub sijhawm, qee thaj tsam ntawm kev nqis tes ua, qee cov neeg tuaj saib.. Lub tswv yim no tau txais nyob rau hauv lub ntiaj teb niaj hnub ntawm kev lag luam. Thiab qhov ua tau zoo ntawm kev tshaj tawm kev tshaj tawm nyob ntawm nws. Txawm li cas los xij, muaj lwm qhov kev txhais ntawm lo lus no.
Txoj kev tshaj tawm niaj hnub no yog cov haujlwm ntawm ntau yam los muab cov ntaub ntawv rau pej xeem, uas yuav tsum muaj txiaj ntsig zoo rau lub koom haum cov haujlwm yav tom ntej ob qho tib si luv luv thiab ntev.
yog li cas?
Ua ntej tshaj plaws, qhov no suav nrog cov haujlwm tshwj xeeb tshaj tawm uas tau koom ua ke los ntawm qee lub hom phiaj, lub tswv yim, tus kheej lub koom haum, thiab pob nyiaj siv. Qhov no yog ib hom kev ua haujlwm ntawm kev lag luam niaj hnub, uas tau tsim los ua raws li qhov kev pab cuam tsim ua ntej. Nws yog tsom tshwj xeeb rau cov neeg siv khoom ntawm cov khoom, uas sawv cev rau cov khoom lag luam cuam tshuam. Lub hom phiaj ntawm tag nrho cov no yog dab tsi? Kom lawv tebkev txaus siab tiag tiag, uas yav tom ntej yuav pab txhawb rau kev daws teeb meem ntawm cov chaw tsim khoom, ob qho tib si tswv yim thiab kev tawm tsam, kev ua haujlwm.
Kev tshaj tawm kev tshaj tawm feem ntau yog to taub raws li kev tshaj tawm dav dav tsim los rau ntau qhov sib txawv, tseem muaj kev sib cuam tshuam uas tshwm sim hauv ntau qhov kev tshaj tawm nyob rau lub sijhawm.
Yuav ua li cas?
Hnub no, kev tshaj tawm kev tshaj tawm yog, ua ntej ntawm tag nrho, ua ke ntawm ntau yam xwm txheej uas koom ua ke los ntawm ib lub tswv yim thiab lub ntsiab lus. Pom zoo, nws yog. Tag nrho cov no feem ntau yog tsom rau kom tau txais txiaj ntsig zoo uas yuav tsum tau ua los ntawm tus tshaj tawm. Nws tsis tuaj yeem ua lwm yam. Nyob rau hauv lub ntiaj teb niaj hnub no, txoj kev loj hlob ntawm kev tshaj tawm nws tus kheej, nrog rau nws qhov kev siv nyob rau hauv lub moj khaum ntawm lub tswv yim, yuav siv sij hawm ib lub sij hawm. Nyob rau tib lub sijhawm, nws tseem ceeb heev uas yuav tsum nco ntsoov tias txhua qhov kev lag luam txuas ntxiv mus ncaj qha hauv tib lub phiaj xwm yuav tsum muaj kev sib txuas nrog rau yav dhau los, nrog rau kev sib koom ua ke.
Nws yuav tsum tau muab sau tseg tias niaj hnub no PR ua rau muaj kev paub ntau ntxiv ntawm qee lub npe, rau ntau yam ua rau tus cwj pwm ntawm cov neeg tuaj saib lub hom phiaj ntawm lub hom phiaj thiab nyiam cov neeg siv khoom tshiab. Nws yog ib qho tseem ceeb los ntsuas qhov ua tau zoo ntawm kev tshaj tawm kev tshaj tawm. Nws yog ib qho tseem ceeb uas qhov kev tshaj tawm kev tshaj tawm tau ua nyob rau ntawm qib kev ua haujlwm kom zoo yuav coj kev lag luam mus rau theem tshiab ntawm kev txhim kho. Tias yog vim li cas nws tseem ceeb heev uas yuav tsum siv qhov kev txav no hauv koj txoj haujlwm kev lag luam.
Kev txhim kho theemadvertising phiaj xwm
Tsawg tus neeg paub tias kev lag luam txav tau tsim tas li. Hauv peb lub ntiaj teb, kev txhim kho ntawm kev tshaj tawm kev tshaj tawm yog kev mob siab rau kev ua haujlwm ntawm pab pawg ntawm cov kws tshaj lij tshaj lij hauv lawv daim teb. Txoj kev daws teeb meem no muaj, raws li txoj cai, ntawm ob peb theem, uas yog: kev tsom xam kev lag luam; txiav txim siab tus duab ntawm tus neeg siv khoom muaj peev xwm; kev xaiv ntawm qee yam kev sib txuas lus, nrog rau qhov chaw rau kev tso khoom; tsim cov lus tshaj tawm; ncaj qha kev ua raws li qhov project. Nov yog hom phiaj xwm phiaj xwm kev tshaj tawm. Raws li koj tuaj yeem pom, cov txheej txheem suav nrog ntau theem.
Cov no yog theem ntawm kev tshaj tawm kev tshaj tawm. Lawv, txawm li cas los xij, ib txwm txaus, txawm tias me ntsis. Koj tuaj yeem tsim ib qho kev tshaj tawm kev tshaj tawm, piv txwv uas tsis yooj yim nrhiav hnub no.
Kev pabcuam ntawm lub tuam txhab tshwj xeeb rau kev tsim cov phiaj xwm tshaj tawm
Hnub no, cov khoom lag luam ua tiav PR txhais tau ntau heev. Thiab yog tias koj tsis muaj cov txuj ci tsim nyog, nws yog qhov zoo tshaj los muab qhov teeb meem no rau cov kws tshaj lij. Pab neeg ntawm ib lub koom haum tshwj xeeb yuav tuaj yeem tsim cov phiaj xwm tshaj tawm uas muaj peev xwm tshwj xeeb rau koj, thiab tseem siv tau zoo tom qab. Raws li koj tau pom, txhua yam yooj yim heev.
Yuav kom kev tshaj tawm kev tshaj tawm kom muaj kev cuam tshuam ntau tshaj plaws rau nws cov neeg siv khoom, cov kws tshaj lij tsim nyog yuav tsum txiav txim siab cov neeg tuaj saib lub hom phiaj; nrhiav raws nraim li cov ntaub ntawv koj xav qhia rau koj cov neeg siv khoom kawg lossiskev pabcuam neeg siv khoom; tsim ib lub tswv yim tshwj xeeb rau PR kom coj qhov siab tshaj plaws rov qab los; xaiv ib daim ntawv qhia tshwj xeeb (kab lus, chij, daim ntawv tshaj tawm, thiab lwm yam), nrog rau txiav txim siab nws qhov chaw nyob (kev thauj mus los, TV, metro, xov tooj cua, xovxwm - ntawv xov xwm lossis ntawv xov xwm, thiab lwm yam); npaj lub sijhawm ntawm qhov kev sib tw no (nws tuaj yeem yog lub sijhawm luv lossis ntev); xam cov nqi thiab xaiv tus nqi se; tsim cov phiaj xwm xov xwm; kom paub meej qhov ua tau zoo thiab qhov cuam tshuam tam sim ntawm tag nrho cov hom phiaj xaiv ntawm kev tshaj tawm; ntsuas qhov tshwm sim thiab cov txiaj ntsig uas tau ua tiav.
Cov kws tshaj lij los ntawm lub tuam txhab tshwj xeeb, yog li ntawd, yuav ua txhua yam ua tau los xyuas kom meej tias kev txhim kho koj cov phiaj xwm rau koj tus kheej kev lag luam tau ua tiav sai li sai tau. Ntxiv mus, nws tseem ceeb heev uas tom qab ntawd koj qhov kev tshaj tawm tsis yog tsuas yog them nyiaj xwb, tab sis kuj tseem ua rau koj cov txiaj ntsig tau zoo.
Yog li, cov kws tshaj lij uas paub txog yuav ua rau koj qhov kev tshaj tawm tsis yog tsuas yog cov cuab yeej ua lag luam tsim tau thiab zoo heev, tab sis kuj yog vim li cas rau koj qhov kev txaus siab! Tseem, kev txhim kho ntawm kev tshaj tawm kev tshaj tawm yog lub luag haujlwm loj, yog li nws yuav tsum tau tso siab rau cov neeg muaj peev xwm.
Cov ntsiab lus tseem ceeb hauv kev lag luam no
Vim tias kev tshaj tawm kev tshaj tawm yog, ua ntej ntawm tag nrho, kev nqis peev loj, nws yuav tsum nkag siab qhov teeb meem no kom meej meej. Yog li cia peb mus!
Cia saib cov nqe lus uas peb yuav xav tau thaum tsim kev tshaj tawm kev tshaj tawm.
Ib luv luv yog, ua ntej ntawm tag nrho cov, hom lus nug ua lag luam, uas, raws li txoj cai, tau sau los ntawm cov neeg siv khoom tam sim ntawd ua ntej tshaj tawm kev npaj, nrog rau kos ib lub tswv yim tshwj xeeb rau kev sib tw. Nws yuav tsum raug sau tseg tias tom qab qhov kev pom zoo ntawm cov lus luv luv no, lub koom haum pib ua haujlwm tshwj xeeb ntawm kev npaj qee qhov kev qhia txog kev lag luam cuam tshuam rau cov neeg siv khoom, nrog rau lees paub tus nqi thiab kos cov phiaj xwm xov xwm ntxiv. Qhov no yog lub hom phiaj ntawm kev tshaj tawm kev tshaj tawm. Lawv yog cov zoo tshaj!
Cov peev nyiaj tshaj tawm feem ntau nkag siab raws li qhov loj me, nrog rau cov qauv ntawm qee cov nyiaj npaj rau kev tshaj tawm kev tshaj tawm.
Lub sijhawm sijhawm feem ntau yog hais txog lub sijhawm nruj me ntsis (uas yog, lub sijhawm) tsim nyog rau kev siv qee yam kev lag luam tshwj xeeb.
Raws li rau lub tswv yim kev sib tw, ntawm no peb txhais tau tias kev tshaj tawm cov tswv yim, cov hauv paus ntsiab lus ncaj qha rau kev sib tw nrog qee yam khoom sib tw.
Smoothly peb mus txog lub tswv yim niaj hnub - media mix. Nws yog dab tsi? Qhov no yog ib hom kev npaj rau kev sib koom ua ke ntawm ntau yam kev faib tawm cov ntaub ntawv tshaj tawm ncaj qha thaum lub sijhawm ua lag luam. Raws li koj tau pom, tsis muaj ntau lo lus.
hom kev tshaj tawm kev tshaj tawm
Yog li, cia peb xav txog nws. Nyob rau theem tam sim no ntawm kev txhim kho, ntau qhov kev tshaj tawm kev tshaj tawm tuaj yeem raug cais raws lintawm ntau qhov chaw, tshwj xeeb, los ntawm kev ua lag luam, los ntawm kev tshaj tawm kev lag luam siv, los ntawm qee lub sijhawm, los ntawm lub hom phiaj, thiab lwm yam. Nws yog qhov nthuav heev! Yog li, kev tshaj tawm kev tshaj tawm, qhov tseeb los ntawm qhov pom ntawm qee yam ntawm thaj chaw thaj chaw, tej zaum yuav zoo li thaj tsam, hauv zos, teb chaws, nrog rau kev hla tebchaws (uas yog, thoob ntiaj teb). Amazing, txoj cai?
Nws yog los ntawm qhov pom ntawm qee qhov kev siv ntawm qhov cuam tshuam uas txhua qhov kev tshaj tawm tuaj yeem nce ntxiv, txawm tias, nqis los, uas yog tom qab txiav txim siab los ntawm kev siv ntau yam xov xwm, kev hloov pauv hauv kev tsim khoom, nrog rau hauv kev xa khoom ntawm cov khoom, kev hloov pauv hauv kev lag luam orientation, thiab lwm yam. Nws yog ib qho kev nthuav txuj ci.
Kev tshaj tawm kev lag luam niaj hnub tuaj yeem yog, piv txwv li, TV-oriented lossis Internet-oriented, feem ntau siv xovxwm, xov tooj cua lossis kev tshaj tawm sab nraum zoov. Ntawm lwm yam, lawv tuaj yeem ua tau, yog li hais, xov xwm sib xyaw.
Nyob rau hauv cov nqe lus ntawm kev xaiv ib lub hom phiaj cov neeg tuaj saib, kiag li tag nrho cov advertising phiaj los nqis tes yuav niche los yog loj, npaj rau cov neeg siv khoom los yog muag.
Nws yuav tsum raug sau tseg tias, raws li txoj cai, kev tshaj tawm kev tshaj tawm tuaj yeem muaj lub hom phiaj sib txawv kiag li, uas yog, kev tshaj tawm cov khoom tshiab ntawm kev ua lag luam, tsim cov duab muaj zog ntawm qee hom, txhawb kev muag khoom lag luam., kev ceeb toom ncaj qha ntawm cov khoom thiab lwm yam. Tau kawg, nyiaj txiag ua lub luag haujlwm tseem ceeb. Tshwj xeeb, cov peev nyiaj ntawm kev tshaj tawm kev tshaj tawm yog qhov tseem ceeb. Nws yog tiag tiag!
Cov phiaj xwm kev lag luam niaj hnub tuaj yeem npaj tau zoo thaum cov khoom lag luam muaj nyob hauv kev tsim khoom, nrog rau thaum qee cov khoom lag luam nyuam qhuav tsim. Nws yog ib qho tseem ceeb uas cov phiaj xwm tshaj tawm kuj tseem tuaj yeem tsom mus rau kev txhawb nqa tom ntej ntawm ob qho khoom thiab cov kev pabcuam.
Los ntawm txoj kev, cov xwm txheej no tuaj yeem muaj qee yam kev lag luam thiab qee qhov kev nom kev tswv lossis kev coj noj coj ua. Nws yog los ntawm qhov pom ntawm kev siv zog uas ntau qhov kev tshaj tawm kev tshaj tawm tuaj yeem ua tau zoo ob qho tib si txuas ntxiv thiab txhawb nqa. Raws li hom kev tshaj tawm, kev tshaj tawm kev lag luam tuaj yeem ua tau raws li tus kheej, pej xeem, thiab pej xeem. Raws li lub sijhawm, qhov no, kev tshaj tawm kev tshaj tawm tuaj yeem yog lub sijhawm luv thiab ntev.
Cov xwm txheej zoo li no tuaj yeem muab faib ua ntu thiab tag nrho.
Los ntawm txoj cai lij choj, txhua qhov kev tshaj tawm kev tshaj tawm yog qhov ncaj ncees thiab tsis ncaj ncees, kev ncaj ncees thiab tsis ncaj ncees, ua raws li kev cai lij choj ntawm kev tshaj tawm, lub npe nrov International Code of Advertising Practice, thiab kuj tsis ua raws li cov ntaub ntawv raug cai..
Kev txhim kho
Nws yog ib qho tseem ceeb uas yog lub hauv paus ntawm lub npe hu ua kev npaj tswv yim (uas yog, tom qab txiav txim siab lub hom phiaj, lub sij hawm, lub tswv yim, thiab qhov tseem ceeb), ib hom kev loj hlob ntawm kev tshaj tawm nws tus kheej yuav tshwm sim. Nws yuav tsum raug sau tseg tias nyob rau theem no lub tswvyim ntawm kev tshaj tawm kev tshaj tawm feem ntau yog tsim. nwstseem ceeb heev! Yog li, lub tswv yim ntawm kev tshaj tawm kev tshaj tawm yog lub tswv yim dav dav ntawm virtually tag nrho cov kev lag luam kev lag luam, uas suav nrog ob lub tswv yim tshaj tawm thiab kev sib cav. Tsis tas li ntawd, qhov no suav nrog qhov laj thawj rau kev xaiv ntawm qee qhov kev tshaj tawm xov xwm thiab lwm yam khoom.
Nws yog ib qho tseem ceeb uas lub tswv yim tshaj tawm, raws li txoj cai, dhau los ua qhov tseem ceeb ntawm txhua qhov kev tsim muaj tswv yim, tsis hais lawv hom.
Yog li ntawd, nyob rau theem no, lub tswv yim muaj tswv yim tau txiav txim siab ncaj qha, ib tus yuav hais tias, lub tswv yim tshaj tawm, cov haujlwm tshwj xeeb raug tsim, cov tswv yim tau tsim, thiab cov peev nyiaj tau muab faib rau hauv kev lag luam, nrog rau kev tshaj tawm. media, xaiv qee tus neeg koom tes, cov neeg cog lus, thiab tom qab ntawd xaiv cov neeg ua yeeb yam thiab lwm yam. Qhov no yog dab tsi advertising campaigns yog tag nrho hais txog. Pom zoo, txhua yam yog sib cuam tshuam.
Kev tsom xam ntawm kev tshaj tawm kev tshaj tawm
Los rau cov txiaj ntsig. Tom qab qee qhov kev tshaj tawm kev tshaj tawm tau ua tiav, nws yog qhov tsim nyog los tshuaj xyuas nws. Los ntawm txoj kev, ua ntej ntawm tag nrho cov, tag nrho cov kev ua tau zoo yog soj ntsuam, uas yog, nws yog muab piv seb puas tag nrho cov hom phiaj tau ua tiav. Tsis tas li ntawd, koj tuaj yeem txheeb xyuas qhov ua tau zoo ntawm qee qhov kev sib tw ntawm tus kheej. Kev tsim khoom tuaj yeem raug txheeb xyuas hauv qee lub khw, hauv qee qhov kev tshaj tawm, thiab lwm yam. Rau qhov no, cov ntaub ntawv tshawb fawb thiab tshuaj xyuas cov ntaub ntawv feem ntau yog siv. Qhov no yog qhov kev ntsuam xyuas ntawm qhov ua tau zoo ntawm kev tshaj tawm yog tsim.campaign.
Kev kho tshiab ntawm kev tshaj tawm kev tshaj tawm
Tom qab qhov kev tshuaj ntsuam no tau ua tiav lawm, thiab qee qhov yuam kev lossis qhov tsis raug tau raug txheeb xyuas, kev kho tom qab raug kho. Nyob rau theem no, cov kev hloov pauv feem ntau yog ua los txhawm rau txhawm rau nce kev tsim khoom ntawm kev tshaj tawm rov qab. Tsis tas li ntawd, kev hloov pauv kuj tuaj yeem ua rau muaj feem cuam tshuam nrog kev hloov pauv hauv kev tsim khoom lossis kev txhawb nqa ntawm cov khoom tshaj tawm. Qhov no yeej yog ib txoj hauj lwm nyuaj. Nyob rau yav tom ntej, kev tshaj tawm kev tshaj tawm raug tshuaj xyuas los ntawm cov neeg muaj peev xwm.
