Lớp 11DMA2: Nhóm 4
MỤC LỤC
PHẦN MỞ ĐẦU 1
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KẾT LUẬN 50
Lớp 11DMA2: Nhóm 4
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1- Lý do chọn đề tài
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GVHD: Nguyễn Ngọc Bích Trâm 1
Lớp 11DMA2: Nhóm 4
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1- Mục tiêu nghiên cứu
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2- Đối tượng nghiên cứu
Chiến dịch quảng cáo trực tuyến của các công ty áp dụng, cung
cấp dịch vụ quảng cáo trực tuyến.
3- Phương pháp nghiên cứu
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4- Kết cấu đề tài:
Đề tài nghiên cứu gồm 2 chương:
Chương 1: Cơ sở lý luận về quảng cáo trực tuyến.
GVHD: Nguyễn Ngọc Bích Trâm 2
Lớp 11DMA2: Nhóm 4
Chương 2: Phân tích chiến dịch quảng cáo trực tuyến của
các công ty áp dụng, cung cấp dịch vụ quảng cáo trực
tuyến và các biện pháp khắc phục sai sót trong chiến lược.
GVHD: Nguyễn Ngọc Bích Trâm 3
Lớp 11DMA2: Nhóm 4
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CHƯƠNG 1: CƠ SỞ LÝ LUẬN
1- Định nghĩa
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2- Các hình thức quảng cáo trực tuyến
2.1- Quảng cáo hiển thị (Display Advertising)
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GVHD: Nguyễn Ngọc Bích Trâm 4
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 5
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 6
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 7
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 8
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 9
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 10
Lớp 11DMA2: Nhóm 4
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Rich media tạo ra những sản phầm truyền thông độc đáo mang tính
tương tác cao và có thể truy nhập theo yêu cầu mọi lúc, mọi nơi: F3!
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GVHD: Nguyễn Ngọc Bích Trâm 11
Lớp 11DMA2: Nhóm 4
Thừa hưởng những lợi ích do nền tảng công nghệ tiên tiến mang lại:
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GVHD: Nguyễn Ngọc Bích Trâm 12
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 13
Lớp 11DMA2: Nhóm 4
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Đặc trưng của Balloon Ad:
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GVHD: Nguyễn Ngọc Bích Trâm 14
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 15
Lớp 11DMA2: Nhóm 4
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2.3- Mobile Advertising
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GVHD: Nguyễn Ngọc Bích Trâm 16
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 17
Lớp 11DMA2: Nhóm 4
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GVHD: Nguyễn Ngọc Bích Trâm 18
Lớp 11DMA2: Nhóm 4
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2.4- Affiliate Marketing (Tiếp thị liên kết)
GVHD: Nguyễn Ngọc Bích Trâm 19
Lớp 11DMA2: Nhóm 4
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Z TW$ 'r)€€)D.sN:QTX$P!)T+R+CO-
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3- Những phương pháp tính chi phí quảng cáo
•9D.OD.O9X5OD.OOd ! 3! 3
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rO D.C .DOOsR77h/).@,-P!r93&O D.5P
vO D.),OsR9h3.P$ 6)9@Y%@,-!
9@,-6)P!
3.1- CPM (Cost Per Mille)
*O D.C55Dr9$o5*s[()5!,-! C†
C=+5TB'V@ 6)$2P!CG
ABC&5:,-!0-R•Od9•P$CX:PV
-5C+P!9@v,-!.X5cB'*!V
9@f5:+CP$C,-!RP] R)!R‰
!@,-!5C:,-!0T[Bv.
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GVHD: Nguyễn Ngọc Bích Trâm 20
Lớp 11DMA2: Nhóm 4
1BC&5C=+ DO5TB'R$X5)0
yDXOD6)X:[3WYDC9O5 )D9Dy6)X:PV+
X:Ox‹P$CX)g[1.)RC=O@,-!
f0TC†0vC†!X: -[BX)W.0
] vX) )D9Dy+C?% ]X:)C)*R$
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5)=.)ROd]_RvY%X-
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3.2- CPC (cost per click)
** rO D. 5Ps )0 f 5 * r)0 D. 5Ps [ () 5 !
)9D.OD.O C†5%=6)WYDC9V,-
!**5 ! P)9D.OD.CWYDC.0] 9.)
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@sF' T6)**G.UC†GCPBgP[?@R[
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)9D.OD.>5z D)X!!.l.84hO5P9!,-!
X)D..=5jrPV[636)W\s9P$,-
52W\Ox!Pe!.)yDX6))9D.OD.)05]
F:Z@1)CR+**60$% g>5D•y.OR
‚)DXP•O
<-!**5+5V9?:5P-%9
W^Q[+0X'9]0*!C:,-!5?
GVHD: Nguyễn Ngọc Bích Trâm 21
Lớp 11DMA2: Nhóm 4
>5D•y.O5V -9?$?\]05P-
lCP$C5X%3RqC5:&
• ZV&WXoqg.ƒ)0W3OdR5P
9VR)05Pc 9X-,-!RrWYDC55P9V@
)05PPV 5@s
• *&BP$C5RWP)G,-!r6X5R•
)0.)yDXes[BX-_9R96)C+5P9!
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:.)5P5T9,-!6)6C+RlC-C@
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% ,-!5P9,-!6)P!lCG
)R0•Y-0.)9?!C:,-!e5ƒR3.)yDX
j$O5@:$9 -/% B5C“• “O5@BX!!
P!
3.3- CPE (cost per engagement)
F3 3/).C=!*O D.„)DCD
r*„s&_0^5C=+P!C?1[lC2)9@3 3C=
5T5P=**93 3/).0Bi*•F..W 0R
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B.)=R)0U5:BP- c..)6)1$
C),-!B'D+0RX:OxQ 2W
GVHD: Nguyễn Ngọc Bích Trâm 22
Lớp 11DMA2: Nhóm 4
\5P9,-!R955:.yDXOD)06O.)=
CC
Z3H&<-!uDXOD .FyD.5!%B,-X!O-
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P-9$5] ,-!6)C+BW\+CP$C/).
0o*„r*O D.„)DCD”* 3oP$s
3.4- CPV (cost per view)
* 3C†5TYDCr*Zs5OC,-! - PW
YDCYDC9D6) ! Q! 2,-!9D
?':F.DZDy&F%-':F.DZDy5*Z9X!!
0Q[O•.•u.O9Dr*$=YDC%-$'9D
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v!T*Z
v!TC†5TYDCr*Zs5!Cv'Bv!C,-
!Ox ,-!9D•u.O6)C+rP:9?•u.O
9Dsv\,-!B'+-.03 3O5T
B'R9?*Z+,-!Q PWYDCYDC9D6)
Bv!T*ZR,-!b0] !)%C C=5T
YDC.P$5] $'•u.O9D>!T05
!T*Z))0-5{*Z){>!T0! U%
$'R^[Bv!T*ZC†':,-!
1,-!^[Bv!T,-!9DF.DZDy.
B'% v!T,-!9D.5q
W)XoX= !9D.?P,-!X'3 3\0
=9':,-!9D
–U6)*Z$Y$ :,-!&
*Z)C,-!vc Y!'9'.3,-!6).O
!,-!P!..)P$,-+CP$C.!.).:+C
GVHD: Nguyễn Ngọc Bích Trâm 23