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Hiu qu ng kinh ngc ca truyn thông ti im bn 1
HIÊU QUA ĐÁNG KINH NGAC CUA
TRUYỀN THÔNG TAI ĐIÊM BÁN
70% 
































. , 





l













?

























, 
























 , 
thô


















. 


5.2009 .





, TP.







.




















, , 

 












ph














, 98% 























85% 







 

. Tuy nhiên, 










. 12% 
















 86% 
















 . 








































 .
Tuy nhiên, 

































. i






, 











 16%











 , 11% 
. 





 



, 


69% 








34% 










, 





.






















(95%) 






(68%)  










thông (Point of sale material  POSM) . 

,













 73% 








 . 










 






,  , 50% xem
 .
u tiên, 



 








 













, 



















 
, 


















. 45% 



Hiu qu ng kinh ngc ca truyn thông ti im bn 2


, 10%  





 , 








30% 
18% 

, 

25% 





, 12%




62% 








.
















, 

































. 



 ,













, 





 









hai, , 



13%





,
82% 







.







thông, 





 





46%. 














33% 





hai. 

, 
59% , 








, 








30% 




31% 61%.































. 
 ,














iên (Top of mind  TOM)




55% 



,






14%.





30%, 














55% lên 95%, m
49%. 

, 














Hiu qu ng kinh ngc ca truyn thông ti im bn 3
. 

,  12% 




 40%, 
28% 







, 







 

56% 



24%. 













 . 












, 10% 








  .
11%  



 . 

16% 
60% 











 ,  60%
 55%.

59% 





98% 










. 
 







, 27% 








50% 












, 13% 

45% 
. 99% 













 





















.
, 





















 ng
.  58% 











 , 





















92% n



. 



(80%),






(42%), 


























(50%). 
















.
75% 



























, 
















 () 









. 46%  













 (





) 

, 

















. , 












, 

 








 . 



























m. 
 























Hiu qu ng kinh ngc ca truyn thông ti im bn 4

















 , , 

















, 





 

. , 87% 










 . 
(71%),  (63%), 





 , 




















 








, 




































 . 
































. Tuy nhiên, 










 

, 













.




























, 







, 




























.




















 , 










, 

























 . 




, 





 

, 



















 .
 , , 



, 





























 .





























 ,




(



, 

, 





) 

















.

: 


57 
Trang 53, 54, 55
Nh
























 :




















95%






tiên (TOM)
14%
30%


59%

12%
40%









16%
60%













87%

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