tiểu luận môn học internet marketing pr online


MỤC LỤC
 

PHẦN NỘI DUNG
CHƯƠNG 1: CƠ SỞ LÝ LUẬN VỀ PR ONLINE
1.1 PR online và vai trò của PR online
1.1.1 Khái niệm
 !"#$%&'()*+",-!$"./012#!$/$3/)4/56+$3
-7$89-!$/)3!#":4+$36;$36<"=#2>$3('3?3@$/@$/7$/"A/>
5!*@$/
#$$ '/#="6+$32>!"BC$$D$"7$3$" B$ "3/E!'"/F$3-!$" B$ "1
2#!$/$3/)4GHI2>$3/@$/7$/"/J,$3/)('*K-!$/)(LM/9//'$3(L
/4/A"/N4('/)-7"KJ*'$" B$ "*!$3=
#$$ $C$6JO/<'%>M:"/P!939"BQ5!2Q/(R"BID$"/K$31
M:"/O4(L()4/9"/I9MS"/T""BID$"/F$3*L6<"=#B!*+"/)"/K$32Q/
(R".$3/O41U39"BQGIC$%K"('U"A$/"J,$3"9!#
1.1.2 Vai trò của PR online
- #$$ M/I:$M/A/%>"J,$3"93?!$3JV9$('$3JV*!1"=#,/+
/#M/9//'$36J!B!$/?$3$/T$6Q$/('%I$3/E5!*@$/1"P6U*!$3=
/#3LM$/2#!$/,/+6</<BW/,$$/X5!"/Q"BJV$3('6J!B!
$/?$3%7$4/Y*2Q/(R4/Z/O4$/N"
- K6!/U!%>/)$2)$5!F$3"I1"/J,$3/)1%7$4/Y*/#[\ %" "BC$
$/?$3\ %" "/0]1$/^*"//_"M/9//'$3*R"C+"'/!I1/N4
2`$%aU%0!$"b!*=$/*a6:$$/?$3\ %" M/9UZ$3/56D1$+2$3
"P6U3_42#!$/$3/)4"BID$"7"/F$36)46:$M/9//'$3*+"9/$/!$/
/U$3"BC$2)$B+$3NI(A2R(D'(:"cdT$6+$3"/ #9/5!"Be4/J,$3
HIf6g$3"7"BC$\ %" ($ G4B %%('6JO9\ %" U/56DC$-!$6:$
6V%K$31$F2=I"Be6g$3"7=$/J%M/# #*($14/$#*($1h
 i
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/#=""C$$3JV6j%a$3/E6HI6,$37$/k''(:"$/^*$3N4"/F$3
"$(D$F2=I"BeI$/C$"/>":6HI'*+"' /#+"/clIC(T$
6+$3f2#($ G4B %%Z$34/K/O4(L$/m$/'$3n"/!2I"/>/)$/V9/
6[""C6Do$3$/J:">!/j$$+2$34/Z/O41/?A/(L6K"JO$3*R
"C*''(:""//_"6JO$/?$3T4/R/I$/-!$"H*"L4/J,$34/94
$F2=I('4/9""B<$"/<>/#"Be
- pB+$3%>":4T$('$/T$"/0"/J,$3/)5!*+"$/U*6K"JO$3('"=#B!
$/?$3!M$M-!$"Bj$3(Lq*r'"/JV$3GN"/)$$/?$3
!M$M2`$(D\ %" /#[s!$4!3 5!2#!$/$3/)41%>M)$d)"=#6JO
$/?$3!M$M/N"JO$3'I:"K-!$"Bj$36<\ %" 6=""/0/=$3"B#$3
M:"-7"@*M:*o$3$/J$H$3!#"/0/=$3"B!$3
- r"BOdB!!BM "$3/#[!BM "$3"BID$*)$3"BC$94/J,$3")$
"BID$"/F$3M/9Z$3(L%>4/9""B<$(om#5!$" B$ "1"/F$3"$6:$
6JO(L$3JV"C2Z$3$/!$//U$3/,$d@(TI/)$$!IM/"/>/)$*+"
/J,$3"B@$/*!BM "$31$3JV"!"/JV$3%aM/F$3b-!F$3R6t>
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1.1.3 Ưu điểm và nhược điểm của PR online
Ưu điểm của PR online
 ]
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$3/)4"B#$3M:"-7"@*M:*
uK6+"BID$"$3X$$/J'"0"/V6:$6F$367#$3JV2Z$3$" B$ ""BC$"/:
3L
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$/DX$
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"B$3$/D"=96F"/Q1M/"/F$3"$"BID$*)$36JO!$"BID$"/F$3-!

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- =#6JV$32`$"L\ %" 5!2#!$/$3/)46</r"BO9$/'$3
- /4/A/k^$3wx-7$39#$/J$3/)-7!#/,$
- r"BO('4/K/O4(L"BID$"/K$3
- ./01"'"BO9%>M)$"B>"I:$9/J,$3"B@$/U"/Jp$31-'"[$31
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\ 5!2#!$/$3/)4
- '"BO9%>M)$"B>"I:$I"A$$/^*"g$3%>$/T$:""/J,$3/)
- y/F$3Q3L/=$p"/V3!$1M/F$33!$
- =#$C$O"/:=$/"B!$/L$/#2#!$/$3/)4M/*'6K"/55!/jM/F$3
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Hạn chế của PR online
- d@6+!#4/5B+$3$C$"/F$3"$6:$$/!$/(LM/9//'$31$3JV"C2Z$3
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- j$3JVU"/<"J,$3"9(L$/!"/F$3-!92z$6'$1#31*=$3Gm/+
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 |
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/#="6+$3#$$ 

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1.2. Điểm khác biệt giữa PR online và PR truyền thống
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Có sự liên kết giữa các cá nhân trong cộng đồng

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Người tiêu dùng có thể tiếp cận với nhiều nguồn tin khác nhau
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 •
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Một số điểm khác biệt khác
PR Truyền thống PR online
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$3/)4('M/9//'$3U"/<"J,$3
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 …
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/#="6+$3#s†$ ('9/"/0"96+$3
M/94/0"=44/R"/+('#"P$3/:$
JO*!BM "$35!F$3"I
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1.3. Các hoạt động chính của PR online
1.3.1. Giao tiếp với những người sở hữu truyền thông
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 ‰
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"/0"B@$/'I1*Z(Q5!*U$g$*L3HIN$"JO$3"K"/#y $$I3!I%!
/J,$3"B@$/16A/"/H$#$IŒ B$!$2 %u/5"Q/T46#'$‹B‹%!6m3j
6)$"/#=7*,$%>U*["5!y $$Iy/"Bp(D$/'1!$/6m(:"="BC$

#3$/?$3N$"JO$35!*@$/(D+"B7$3/)*%7$4/Y*('6g$3"7
"#'$+/@$/7$/Z$3*$//0$3(D+6)$"/#=5!#$IX$$'I16+
375!y $$I6m6J!B!/,$ii]V@$/"A/>}D$'I/#"/NI$3#'
$/?$3$3JV$.":$3(L7$//Jp$35!*@$/"L$3JV/H**+"/@*+"
+4/X$#33 Bo$3U"X*7$//Jp$3$/N"6Q$/6:$(L$/?$36+37
5!/j
1.3.2. Xây dựng link (link building)
$M2$3BN"-!$"Bj$3"B#$3$M2$36JO#$/J"/'$/"K
/A$/5!#$$ p$U3_4"/J,$3/)5!/)$2)$"BC$9"B!$3\ "/0
!('"=#$C$!M$M%"Bp(D\ %" /A$/
 w

/F$3"/JV$3C$M:"/#\ %" 6JO4/H$/!B!'*/!#=BWB)"(L
9/0$g$3('39"BQM/9$/!6U'•
• C$M:"$++u$" B$!$M•'#=C$M:""/JV$36JO"=#B!"B#$3-9
"B@$/'*$4!3 5!9• *!%" B1'$/?$3C$M:"C$"B#$3"B#$3
• %" 6U*'96JV$3$M%a2`$$3JV2Z$3/!I#$j"@*M:*5!5!
+*9I"@*M:*6"L94!3 M/9
• C$M:"$3#'%" •C$M:"$3#'6K(L*+"\ %" 6JO/!'*/!#=•
G" B$!$M•'$/?$3C$M:""P\ %" 5!=$"BbB!$/?$3\ %" M/91
$U$/J$/?$34/:X1@$//j$('U"A$//N""/F$39#(L9+*9I
"@*M:*B^$3•c/_$3"F@$//j$/#$3JV$'If
• !M$M6JO/<$/J'*+"/!I$/DC$M:""P\ %" $'I%!$3\ %"
M/9• %" 6JO3j'U!M$M"P\ %" ‹M/"P\ %" ‹U$M"Bb
6:$\ %" +"!M$M*'\ %" U6JO"P\ %" ‹6JO#'*+"
4/:X(#" &/#"/0/=$3\ %" "BC$"/0/=$3M:"-7"@*M:*F$3
()5!/_$3"!'*'*"/:$'#6<M:*"J,$3G0$3JO$3!M$M/N"
JO$3X$"/:""L"/0/=$3\ %" /_$3"!X$=##3%14#2!%"$31
dA2RM/('#MC$/|1/!I*+""B!$3"/F$3"$".$3/O4$'#6U19=$%a
6JO3L"/)$/?$36Q!6<*-9$g$$.":$3d'6<"/F$3"$/":"6:$

M/9//'$3/,$9=$%a6JO/JL$32`$6:$6Q!/k"B!$3\ 5!-9$
g$1$/'/'$3^$3!M$M
1.3.3. PR online bằng hoạt động RSS
'*+"6Q$/2=$3"T4"$"/+/j‡2Z$3"B#$3()/!%e"$"0
• • %I$2!"#$&6JO2Z$3p$/D\ %" "$"0('\ #3/?(:""t"
"/ #":$3‹$/&2Z$36</k9/Y$%!•
• /" **!BIwŠ&
• nŒ" **!BIwŠ!$2w&
•  !I*4 I$2!"#$iww&
F$3$3/)5!/#4/l4$3JV2Z$3$" B$ "U"/<6["*!"/F$3"$"P
9\ %" %U$3N4M/7$g$3s 2%&Ž'F$3RU"/<$3N4"/F$3
 

"$(L"K6+('M/KJO$3!#y/9(L()*!$/DN$7$5!9"V9#/!I
"=4/A$3NI1/X/:"()*!'*z$4/A
}Q$/2=$3$3N4$+2$3\ ('"U*JO$+2R$3\ Z$3(L9
C$M:"6:$4/C$7$6XI655!$+2$3"$6U1('9%Cu2?u)* "!u
2!"!&M/9/F$3"$$'I6JO$3N42JL2=$3*+""T4"$‡6JO3j'
*+"s 21\ s 21%"B !*1/!I/!$$ Z$3(L()/r"BO$3N4
/!%e"/F$3"$1/#4/l4$/?$36+37"/JV$3GIC$5!*+"\ %" U"/<
"/ #2W9T4$/T""$"05!%" 6U
1.3.4. Hoạt động PR online bởi Podcasting
dD*["/IC$*F$14#2!%"$3'*+"4/J,$34/944/H$4/KH*"/!$/('
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"$96JO"BID$9p9#3%&
/?$3$3JV6g$3M8"/C!#6<*"$U"/</#[2Z$3*+"*9IM/9/
@$/"/JV$3$/J"B@$/2I)"ŒB s#G(L4/C$7$*L$/N"&1/#[2Z$3*+"
*9IM/9/6JO"/:"M:BC$3/#4#2!%"*9IM/9//IC$2R$3&1$/J$ %
/•$3/=$#2!%"$3$.T"/,$M/2Z$3(L9*9IM/9//IC$2R$3p
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1.4. Các công cụ và kênh PR online sử dụng
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"BJL6:$3V1*rF$3R6DU$/?$3(!"B~$/N"6Q$/d'"BC$#$6JV$3/=*
6:$"/'$/F$31*jF$3"I6DX$$/?$3/:G c3!#":4+$36;$3/)-7
$/N"('U"K6+$/!$/$/N"f/:$/J$392#!$/$3/)4(`$/J!:">!/j$
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4/7:"M:"/O4%9$3"=#$/DF$3R/0M/F$3"/<"9/)""P$3F$3R
6JO
 i

!6HI"!%a6<*-!*+"%KMC$/*'"/JV$36JO92#!$/$3/)4%v
2R$3'•
1.4.1. Chiến lược thông cáo báo chí
:(`$~$$3/EB^$3/kU4/U$3(C$/!IC$"T4*L6j"/F$39#9#
/A=$3v61"/@6HIU"/<'*+""/:%U"3'I$!IUBN"$/D\ %" /#
4/l4=$6J!9"/F$39#9#/A/#'$"#'$*z$4/A}HIo$3'*+""B#$3
$/?$3MC$/4/9""9$"/F$3"$BN"/)-71M/F$3$/?$3/kU4/U$3(C$1C$
"T4(C$6j6JO*'$3!I7$3JV"C2Z$3o$36j6JO=$U"/<('#
##3 13W"PM/U!csB 4B %%B  !% %" f6<"@*/<(D9"B!$3$'I&I$/C$
M/(:"9"/F$39#9#/A6<3vC$$/?$3"B!$3$'I=$X$4/7/_8*+"%K
6<*%!•
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2Z$3
&/„$9"PM/U!M/l#l#('#"B#$3$+2$3"/F$39#9#/A9"PM/U!$'I
/A$/'9"PM/U!=$%v2R$36<"KJ/U!"B!$3\ yE"/T"$'I%a3_4
"/F$39#9#/A5!=$GN"/)$p(Q"BA!#M/M/9//'$3"@*M:*"/F$3"$

(D%7$4/Y*12Q/(R
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1.4.2. Forum seeding
Œ#B* 2$3/!I$$  2$3'$/?$3%>3 #*X*6)$"v"BC$92z$
6'$1"BC$9+$36;$3*=$3$/^**R6A/6U'3 #Bt16J!('#%I$3/E1
"BID$9/#*+"%7$4/Y**L%t4%v!6JO"$3B!ƒ!6UU"/<NI8M:$6<
4/7$9$/=/#$/'$30$3%7$4/Y*/!I2Q/(R6U:"6<U"/<4/9""B<$
"/C*/#[/k$/%v!"BJLM/"$3B!4/C$7$/A$/"/0+"9/M/91s#B*
% 2$3U"/<6JO2Z$36<"=#B!*+"2JT$1*+"G/JL$31"/T*/A6Q$/
/JL$3$3JV"C2Z$3"/ #*+"86;$'#6U
Œ#B*% 2$3U/!2=$3•+"'G96Q$/6K"JO$3s#B*6<B;"@*M:*
9/56D6DT41M/!"/91„#99/56D!'"@*!2*$5!9s#B*
$/t*6:$"B7/4/A6<29$"#4X$"/7#T$p/'$3J"C$nZ"/>/)$"/ #
 ]
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9/$'#"/@F$3()5!$/?$3$3JV'*s#B*% 2$3'"/ #2W1/g*%U
/#9"#4NI
/v/@$/2$3*+"MQ/7$%!•
1. !"=#"'M/#7$$M#"&"BC$M/#7$3w2z$6'$L$1*r2z$6'$
M/#7$3ww$MJL$'IU"/<"/>/)$^$34/X$*D*"=#$M
s#B*U%‘$"B#$34/X$*D*6g$3"$!%%Œ#B*#%" B&
2. N$I)$9$M#"$'I/#cU%KU*9f1"=#I"A$/#9$M
3. nZ$34/X$*D*6g$3"$14#%"'">6+$36<6g$39'(:"('#9*R
(F"/Jp$3(F4/="1(A2R*R"$"01"/V"B!$31F$3$3/)h"BC$9s#B*
2z$6'$
4. nZ$34/X$*D*Œ#B* / B6<"=#9"/7#T$7#(L/0$g$3NI
'(:"(''"B7V"P*+"s#B*(D92z$6'$s#B*M/9"/ #/58
5!*@$/
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"B7VU39"BQ16<M/U$3JV('#G *4B#† "/@%a"/NI6JO9$M$'I4#%"

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/JV$3GIC$M<*"B!94/7$/;5!$3JV2Z$3"/T"%>1"P6U6J!B!9
/:$JO"B7V"/ #6Q$//JL$35!*$/*'(`$M/F$33HI%>4/7$7*(L
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 |
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1.4.3. Kênh báo, tạp chí online
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*j$3JV/_8/#["/C9"B!$39#1"=4/A#$$ $.":$3/!I4/.:$6<
6J!"$(D%7$4/Y*5!*@$/
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$3F%!#/=$3‹"=z"B!#37%!Biw|6!$3"Bp"/'$/*+"/)$"JO$3M/$U
4/9(’"N"79M“R"BC$*=$3\"" B1*+"*=$3Gm/+BN"4/.:$"=S
/#"L"/V6<*/)$"=107$/c">%JL$3f5! $6mU/,$]"B)JO"/!
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/_"BN"$/D"B!$39#1"=4/A'$T$(D(N$6D$'I"B#$3M/6U!*%$3M/F$3
X$"K$/4/A/#$/?$3'(:"$'I
1.4.4. Blog

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R"/<$/N"(D"N"7(N$6D(L$/?$34/7$/;"0"/V"/ #$/D/JL$3M/9
$/!y/F$3/kU$/?$32#!$/$3/)4$/b*'792#!$/$3/)4U"X*/#="
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4/9""B<$9/#="6+$3M$/2#!$/
/ ##$%K"/K$3MC*L6HI"P•#B216:$"/9$3|$g*$!I1"BC$6=+
"/F$3"$$" B$ "6mU/,$…w"B)#31('*r$3'IU"/C*iwwww#3*L
6JO"/'$/T4n#6U1M/F$3NI3@'$3=$/C$$:92#!$/$3/)4$/b$3'I
'$3"$"Jp$3('#()>!/j$#3$/J*+"4/J,$3"/0/r"BO/)-7/#
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"B#$3$/?$3#33 B$.":$3$/N"12Z(N44/7$/D%!$2!$/J$39"C$
# IU(e$/J/J!!#3V/=$/)""B#$3*=$3Gm/+/?$3'(:"5!!$/
(D3L$3/)%Eo$3"/JV$3GIC$"Bp"/'$/6D"'"B!$/T$3!I3t"5!2H$
*=$3
 

1.4.5. Mạng xã hội
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/@$/2>!"BC$$D$"7$3$" B$ "/#[$D$"7$326+$3$/J\"" B1Œ! ##M1
I4! ('# 
=$3Gm/+6 *=/#9$/'":4"/Q*+"":$3$U('*+"9/"/06<
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F$3"I('3_4F$3"I4/9"6"/F$36)4"/F$3-!*+"9/"/03!#":4('
"/#7*9
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$3JV2Z$3C$(b#$,$%K"/R47$/(L(b/!#!u#!$"C$*@$/6!$3
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"B#$3%K"i*Z!/„-!}HI6JO69$/39'*+""B#$3$/?$3/:$2Q/-7$3
9#%9$3"=#('/)-7$/N""B#$3Q/%v5!#!u#!
/:$2Q/6m$/T$6JO‰"B)JO"G *"BC$9MC$/*=$3Gm/+/#"/NI/)
-7BW$l"5!"//_""BID$"/F$3"BC$*=$3Gm/+5!#!u#!JO$3"BI
T4('#9"B!$3Œ!$4!3 5!#!u#!"g$3‰…wx…•www*F/@$/9(b/!
#M 6JO"=#B!('/!%e"BC$Œ! ##M]…‰www/!#!u#!6JO%7$GN"B!
(L$/?$3"C$BC$3"BC$(b/!
 •

1.4.6. Sử dụng công cụ viral marketing, viral video
'/@$/"/0/!I2>!"BC$37"/I:"M/9//'$3F$*K$M</#$3JV
M/9$3/ (D%7$4/Y*€2Q/(R5!2#!$/$3/)4%!M/%v2R$3"/NI/'~$3
!I'*+"6#=$(2 #UM/7$g$3!$"BID$(L"K6+/U$3*["}HI'/@$/
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('/R"B)( \
1.4.7. Thông qua kênh article marketing
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=*+"%KJO$3"BIT4L$/#"B!$3\ 5!=$1('9'9#6JO4/9""9$

"K"%a*!$3"/J,$3/)5!=$6:$*+"M/KJO$3F$3/_$3L$/,$
dA2R•/Jp"B!$3\ 5!M$/6FF$U$/?$3'(:"C$-!$6:$
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 iw
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M$/2#!$/1o$3$/JM/7$g$35!2#!$/$3/)4*'*06+M:"/O4i/@$/"/0
$'I%aM/9$/!
 i
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CHƯƠNG 2: CHIẾN LƯỢC PR CỦA CLOSE UP TRONG MÙA
VALENTINE 2014
2.1. Tổng quan về Tập đoàn Unilever Việt Nam và nhãn hàng Closeup

2.1.1. Tổng quan Unilever Việt Nam
$ ( B3!$/T4"/Q"BJV$3d)"!*('#$g*ŠŠ1%!3X$$g*U*["
"BC$"/Q"BJV$31$ ( B6m6="6JO$/DJL":$(?$3*=$/('"Bp"/'$/*+"
"B#$3%K$/?$36=3!L$"BC$"/Q"BJV$3/'$3"C2Z$3'$3$g*"T46#'$
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F$3"I"/F$3-!9/O46;$33!F$31('i‰]$/'4/H$4/K(L/,$wwww
v!/'$39$e"BC$7$JL
="/Q"BJV$3d)"!*$ ( B6!$3M$/2#!$/7!2~$3%7$4/Y*•
- n~$3%7$4/Y*"/>4/Y*2Z$3/#/::$('g$K$3•y$#BB14"#$1•!
- n~$3%7$4/Y*()%$/('/g*%U9$/H$•#% 41s #I1n#( 1G1#$2–%1
 G#$!1€1$%M
- n~$3%7$4/Y*3[""YI/#-X$9#('6;2Z$3"B#$3$/'•*#1#*s#B"1d%#1
$3/"
2.1.2 Sơ lược về nhãn hàng Closeup
#% 4'*+""/J,$3/)M *69$/Bg$3/J,$3-:6JO%7$GN"('M$/
2#!$/p$ ( By/$/t6:$#% 41*j$3JV"/JV$3$3/E$3!I6:$%#3!$
c,"/p"/,**9"1$RJV"Bt$3%9$3f/!Ic#% 4”>"$3X$$/!/,$f
 ii
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}JOB!*t"('#$g*Š•…1#% 4'#=M *69$/Bg$32=$33 6X"C$
"BC$"/:3L/J,$3/)$'I6JO6Q$//JL$3$/t*6:$4/H$M/_"Be(L
$/?$3<"JO$3(D4/#$39/%K$3GN"/)$"B#$39/:$2Q/-7$39#5!

"/J,$3/)
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#% 4'M *69$/Bg$3!#N4/'$36Xd)"!*16JO"/:"M:/#9
=$"Be1$g$36+$3('6+T410!"."P‰6:$i
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/:$JO6Q$/(Q'2>!('#OA/*'%7$4/Y*6 *6:$/#M/9//'$3U
$/N$*=$/('#I:"K"/Y**E5!$3JV"C2Z$3
#% 469$/6+$36:$"H*85!$3JV"C2Z$3$/N"'3L"/!$/$C$6<
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2Q/-7$39"//_"6+$367#M/9//'$3'3L"Be
2.2. Các hoạt động PR của CloseUp giai đoạn 2008 - 2014
2008 - CloseUp - Lữ hành tình yêu
/J,$3"B@$/Ml#2'"P$3'Ii€w€iww‰6:$/:"$3'Iw…€w•€iww‰/#
$3JV"C2Z$3"BC$7$JLy/*!M *69$/Bg$3#% 4/!CI:"#=
w3B/!Iiiw3B1M/9//'$3%a6JO"[$3"/C**+"K$3M *]w3B16;$3"/V~$
U,/+'#('"B_$3"/Jp$3*+""B#$3iw/I:$2Q/*Z!/„"BQ39
iwwwwww/!"B)&6;$32'$//#*+"$3JV
2009 - Dạ tiệc tình nhân – gần nhau trao yêu thương
 i]
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/t6:$d! $"$ iwwŠ"/@M/F$3"/<M/F$3$/t6:$*+"%>M)$6m6<=
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$/m$/'$3#% 4"./0C$=$/*+"6C*"@$/$/H$>M‚m$3*=$('$3j"
$3'#$'I1#% 4~$"./0$/D"B~/,"/_(Q('.A/M/F$3Ml*6m"//_"
%>"/!*2>5!/'$3$3'$=$"Be
2010 - Chiến dịch tìm em nơi đâu
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-9$/_"$/9"/'$3M/F$329*$3bV16'$/$/@$F39JL6M/,$*J!

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/'$3'*65*j9/6<*#$3"@*6JOF39@$/IC6m:$*+"/'$3"B!
$/_"$/9""/'$/*+"$3JV/:"%0=#2=$12`()/'$3'*"Jp$3$/J(F
(j$3
2011-2012 - Đêm valentine thế kỷ
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9/#="6+$3$/J•dJV$/#!/;$3G!$/1,$*J!#$3U$31'$")N*941
ŠŠŠ6U!/;$3G!$/1[4$/`$M*J,$31_"$3t$M/#7$39/IC1R/F$"BC$
M$/M/AXh6m"/T"%>"//_"3L"Be('M/:$#% 46YI*=$/"/J,$3/)
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1 – “Đại Lộ Tình Yêu”
2.3. Chiến dịch PR “Đại Lộ Tình Yêu”
2.3.1. Khái quát chung về chiến dịch
- C$/J,$3"B@$/•c}=+"@$/ICf
- /V3!$•”|€iw|
- +2$3•dL$D*"$"@$/ICX$$,6<N"":$31*F4/b$3}=+n!$/(j$3
5!#I\##2•!M#ss!* &1}=+"@$/IC5!#% 4'$,J=('"F$
($/2NN$"@$/IC5!9[46Fpd)"!*}<6JO/j$'*+""B#$3ŠŠ
[46F6JOU"C$"BC$}=+1$3JV"/!*3!%a"/!*3!+"/•y/tC
/J,$3BC$}=+@$/Cf"=9•#( "!"#$•u•"B=*'I"b"@$/IC•('
!44Œ! ##M5!/J,$3"B@$/
- R"C•5$3K/@$/7$/"/J,$3/)(L"/F$36)4cmI6<"@$/IC2`$Kf
”6HI'*+""/J,$3/)M *69$/Bg$3(L6Q$/(Q2'$//#3L"Be1"P6U"g$3
*06+IC"/A/"/J,$3/)C$‰wx
- }K"JO$3•
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