{"id":5969,"date":"2017-07-25T08:40:27","date_gmt":"2017-07-25T01:40:27","guid":{"rendered":"https:\/\/news.appota.com\/?p=5969"},"modified":"2021-04-14T09:22:17","modified_gmt":"2021-04-14T02:22:17","slug":"xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao","status":"publish","type":"post","link":"https:\/\/news.appota.com\/en_US\/xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao\/","title":{"rendered":"X\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch c\u1ea7n v\u00e0 \u0111\u1ee7 d\u00e0nh cho chi ph\u00ed Qu\u1ea3ng C\u00e1o"},"content":{"rendered":"

M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng nh\u1ea5t m\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf ph\u1ea3i \u0111\u01b0a ra l\u00e0 \u201cng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 bao nhi\u00eau?\u201d Hay \u201cT\u00f4i n\u00ean ti\u00eau bao nhi\u00eau ti\u1ec1n cho qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb?\u201d<\/p>\n

<\/p>\n

Ch\u00fang ta bi\u1ebft r\u1eb1ng m\u1ecdi\u00a0qu\u1ea3ng c\u00e1o\u00a0<\/u>\u0111\u1ec1u nh\u1eafm t\u1edbi vi\u1ec7c b\u00e1n th\u1ee9 g\u00ec \u0111\u00f3 \u2013 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c ni\u1ec1m tin. Qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c quy l\u1ea1i trong hai m\u1ee5c ti\u00eau: th\u00e0nh qu\u1ea3 b\u00e1n h\u00e0ng ng\u1eafn h\u1ea1n (Performance) v\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u trong d\u00e0i h\u1ea1n (Branding), \u0111i k\u00e8m \u0111\u00f3 l\u00e0 nh\u1eefng thang \u0111o kh\u00e1c bi\u1ec7t \u0111\u1ec3 x\u00e1c th\u1ef1c v\u00e0 t\u1ed1i \u01b0u h\u00f3a cho t\u1eebng m\u1ee5c ti\u00eau sau c\u00f9ng n\u00e0y.<\/p>\n

M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng nh\u1ea5t m\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf ph\u1ea3i \u0111\u01b0a ra l\u00e0 \u201cng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 bao nhi\u00eau?\u201d Hay m\u1ed9t c\u00e2u h\u1ecfi b\u1ea1n th\u01b0\u1eddng nghe \u0111\u00f3 l\u00e0 \u201cT\u00f4i n\u00ean ti\u00eau bao nhi\u00eau ti\u1ec1n cho qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb?\u201d C\u00e2u tr\u1ea3 l\u1eddi th\u1eadt \u0111\u01a1n gi\u1ea3n \u201cc\u00f2n t\u00f9y\u201d.<\/p>\n

\"xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao<\/a><\/p>\n

M\u1ed7i l\u0129nh v\u1ef1c kinh doanh, t\u1ea7m m\u1ee9c quy m\u00f4 hay m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng c\u1ee7a t\u1eebng doanh nghi\u1ec7p \u0111\u1ec1u kh\u00e1c nhau n\u00ean vi\u1ec7c x\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb c\u0169ng s\u1ebd ho\u00e0n to\u00e0n kh\u00e1c nhau. V\u1ea5n \u0111\u1ec1 \u1edf \u0111\u00e2y l\u00e0 l\u00e0m sao ti\u00eau ti\u1ec1n m\u1ed9t c\u00e1ch kh\u00f4n ngoan v\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p ho\u00e0n th\u00e0nh c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a ti\u1ebfp th\u1ecb c\u0169ng nh\u01b0 kinh doanh.<\/p>\n

C\u00e1ch x\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb Ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean m\u1ed9t trong 4 c\u00e1ch sau:<\/p>\n

Ng\u00e2n s\u00e1ch t\u01b0\u01a1ng x\u1ee9ng v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/h2>\n

C\u00e1ch x\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch n\u00e0y d\u1ef1a tr\u00ean l\u1eadp lu\u1eadn l\u00e0 \u201cn\u1ebfu s\u1eed d\u1ee5ng ng\u00e2n s\u00e1ch th\u1ea5p h\u01a1n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh th\u00ec doanh nghi\u1ec7p c\u00f3 th\u1ec3 b\u1ecb m\u1ea5t th\u1ecb ph\u1ea7n\u201d ho\u1eb7c gi\u1ea3m doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn.<\/p>\n

X\u00e1c \u0111\u1ecbnh t\u1ec9 l\u1ec7 nh\u1ea5t \u0111\u1ecbnh<\/h2>\n

Ban l\u00e3nh \u0111\u1ea1o c\u00f4ng ty \u0111\u01b0a ra m\u1ed9t ngu\u1ed3n ng\u00e2n s\u00e1ch nh\u1ea5t \u0111\u1ecbnh sau khi c\u00e2n nh\u1eafc k\u1ef9 v\u1ec1 ngu\u1ed3n l\u1ef1c hi\u1ec7n t\u1ea1i, ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o c\u00e1c n\u0103m tr\u01b0\u1edbc v\u00e0 c\u00e1c m\u1ee5c ti\u00eau \u01b0u ti\u00ean c\u1ee7a doanh nghi\u1ec7p trong n\u0103m nay.<\/p>\n

\"xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao<\/a><\/p>\n

Theo t\u1ec9 l\u1ec7 ph\u1ea7n tr\u0103m c\u1ee7a doanh s\u1ed1<\/h2>\n

Ng\u00e2n s\u00e1ch \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng m\u1ed9t t\u1ec9 l\u1ec7 % theo doanh s\u1ed1 b\u00e1n h\u00e0ng. V\u00ed d\u1ee5, n\u1ebfu doanh s\u1ed1 b\u00e1n h\u00e0ng k\u1ef3 v\u1ecdng l\u00e0 100 t\u1ec9 \u0111\u1ed3ng, v\u00e0 t\u1ec9 l\u1ec7 ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 5% th\u00ec ng\u00e2n s\u00e1ch s\u1ebd l\u00e0 5 t\u1ec9. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng kh\u00e1 ph\u1ed5 bi\u1ebfn hi\u1ec7n nay v\u00ec vi\u1ec7c t\u00ednh to\u00e1n r\u1ea5t \u0111\u01a1n gi\u1ea3n<\/p>\n

D\u1ef1a tr\u00ean k\u1ef3 v\u1ecdng<\/h2>\n

Ph\u01b0\u01a1ng ph\u00e1p ho\u1ea1ch \u0111\u1ecbnh ng\u00e2n s\u00e1ch n\u00e0y d\u1ef1a tr\u00ean k\u1ef3 v\u1ecdng c\u1ee7a doanh nghi\u1ec7p. Ch\u1eb3ng h\u1ea1n, n\u1ebfu doanh nghi\u1ec7p mu\u1ed1n t\u0103ng th\u1ecb ph\u1ea7n ho\u1eb7c doanh s\u1ed1 l\u00ean 100% th\u00ec vi\u1ec7c gia t\u0103ng ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb l\u00e0 c\u1ea7n c\u00f3. Ng\u00e2n s\u00e1ch s\u1ebd \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau n\u00e0y c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

\"xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao<\/a><\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i con s\u1ed1 \u0111\u1ec3 doanh nghi\u1ec7p tham kh\u1ea3o v\u1ec1 t\u1ec9 l\u1ec7 % c\u1ee7a ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb d\u1ef1a tr\u00ean quy m\u00f4 doanh s\u1ed1 v\u00e0 l\u0129nh v\u1ef1c kinh doanh. S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t tr\u00ean c\u00e1c doanh nghi\u1ec7p t\u1ea1i M\u1ef9:<\/p>\n

Sau khi c\u00f3 m\u1ed9t con s\u1ed1 t\u1ed5ng th\u1ec3 v\u1ec1 ng\u00e2n s\u00e1ch (v\u00ed d\u1ee5 nh\u01b0 b\u1ea3ng \u1edf ph\u00eda tr\u00ean), doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i c\u00e2n nh\u1eafc v\u1ec1 l\u0129nh v\u1ef1c kinh doanh \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh ng\u00e2n s\u00e1ch m\u1ed9t l\u1ea7n n\u1eefa. V\u00ed d\u1ee5, v\u1edbi c\u00e1c doanh nghi\u1ec7p phi l\u1ee3i nhu\u1eadn ho\u1eb7c c\u1ee7a ch\u00ednh ph\u1ee7 th\u00ec ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 gi\u1ea3m 1-2%, trong khi m\u1ed9t s\u1ed1 doanh nghi\u1ec7p kh\u00e1c trong l\u0129nh v\u1ef1c B2B ho\u1eb7c B2C th\u00ec c\u00f3 th\u1ec3 t\u0103ng 1-3%.<\/p>\n

C\u00e1 bi\u1ec7t, trong tr\u01b0\u1eddng h\u1ee3p l\u0129nh v\u1ef1c b\u00e1n l\u1ebb ho\u1eb7c d\u01b0\u1ee3c ph\u1ea9m, ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 cao \u0111\u1ebfn 20%. Ngo\u00e0i ra, vi\u1ec7c th\u0103m d\u00f2 ng\u00e2n s\u00e1ch c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh v\u00e0 v\u1ecb tr\u00ed doanh nghi\u1ec7p trong ng\u00e0nh l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 c\u00f3 th\u1ec3 ho\u1ea1ch \u0111\u1ecbnh ng\u00e2n s\u00e1ch t\u1ed1t h\u01a1n.<\/p>\n

Ng\u01b0\u1eddi d\u00f9ng \u0111ang s\u1ed1ng trong th\u1eddi \u0111\u1ea1i c\u1ee7a nh\u1eefng m\u1ed1i li\u00ean h\u1ec7 v\u00e0 k\u1ebft n\u1ed1i. \u0110\u00e2y ch\u00ednh l\u00e0 l\u00fac ng\u00e0nh qu\u1ea3ng c\u00e1o c\u1ea7n theo k\u1ecbp nh\u1ecbp bi\u1ebfn \u0111\u1ed5i n\u00e0y, m\u00e0 b\u1eaft \u0111\u1ea7u l\u00e0 nh\u1eefng chuy\u1ec3n \u0111\u1ed5i c\u01a1 b\u1ea3n trong vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c k\u1ebf ho\u1ea1ch ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau thay v\u00ec d\u1ef1a tr\u00ean lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng nh\u01b0 tr\u01b0\u1edbc kia.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng nh\u1ea5t m\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf ph\u1ea3i \u0111\u01b0a ra l\u00e0 \u201cng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 bao nhi\u00eau?\u201d Hay \u201cT\u00f4i n\u00ean ti\u00eau bao nhi\u00eau ti\u1ec1n cho qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb?\u201d<\/p>\n","protected":false},"author":10,"featured_media":5974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[],"yoast_head":"\nX\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch c\u1ea7n v\u00e0 \u0111\u1ee7 d\u00e0nh cho chi ph\u00ed Qu\u1ea3ng C\u00e1o<\/title>\n<meta name=\"description\" content=\"C\u00e1c doanh nghi\u1ec7p s\u1ebd ph\u1ea3i \u0111\u01b0a ra c\u00e2n nh\u1eafc quan tr\u1ecdng: \u201cng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 bao nhi\u00eau?\u201d Hay \u201cT\u00f4i n\u00ean ti\u00eau bao nhi\u00eau ti\u1ec1n cho qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb?\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.appota.com\/vi\/xac-dinh-ngan-sach-can-va-du-danh-cho-chi-phi-quang-cao\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"X\u00e1c \u0111\u1ecbnh ng\u00e2n s\u00e1ch c\u1ea7n v\u00e0 \u0111\u1ee7 d\u00e0nh cho chi ph\u00ed Qu\u1ea3ng C\u00e1o\" \/>\n<meta property=\"og:description\" content=\"C\u00e1c doanh nghi\u1ec7p s\u1ebd ph\u1ea3i \u0111\u01b0a ra c\u00e2n nh\u1eafc quan tr\u1ecdng: \u201cng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u00e0 bao nhi\u00eau?\u201d Hay \u201cT\u00f4i n\u00ean ti\u00eau bao nhi\u00eau ti\u1ec1n cho qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb?\u201d\" \/>\n<meta property=\"og:url\" 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