ბეჭდვითი რეკლამა ჯ უფლისაშვილი, მ ყიფშიძე by georgianpolitics

j. uflisaSvili, m. yifSiZe

beWdviTi reklama

`teqnikuri universitetiâ&#x20AC;?@

saqarTvelos teqnikuri universiteti

j. uflisaSvili, m. yifSiZe

beWdviTi reklama

registrirebulia stu-s saredaqcio-sagamomcemlo sabWos mier

Tbilisi 2009

saxelmZRvanelo

gankuTvnilia

saqarTvelos

teqnikuri

universitetis satransporto da manqanaTmSeneblobis fakultetis poligrafiis mimarTulebis bakalavrTaTvis. masSi mocemuli masala Seuwyobs xels, amave mimarTulebis magistrantTa da doqtorantTa momzadebis process. wignSi warmodgenilia reklamis komunikaciuri maxasiaTeblebis

ZiriTadi

reklamis

niSnebi.

ganviTarebis

avtorTa

safexurebi

mier da

ganxilulia reklamis

beWdviTi

nairsaxeobebi

sareklamo mimarTvis gadacemis saSualebaTa mixedviT. damxmare saxelmZRvanelo iTvaliswinebs sareklamo saqmianobaSi fsiqologiur motivebsa da gadawyvetilebaTa miRebis meTodikas.

recenzenti

n. daraxveliZe

© sagamomcemlo saxli ,,teqnikuri universiteti’’, 2009 ISBN 978-9941-14-476-9 http://www.gtu.ge/publishinghouse/ yvela ufleba daculia. am wignis arc erTi nawili (iqneba es teqsti, foto, ilustracia Tu sxva) aranairi formiT da saSualebiT (iqneba es eleqtronuli Tu meqanikuri), ar SeiZleba gamoyenebul iqnas gamomcemlis werilobiTi nebarTvis gareSe. saavtoro uflebebis darRveva isjeba kanoniT.

Sesavali Tanamedrove

adamianis

warmoudgenelia. swrafad

reklama

cxovreba

adamianis

transformirebadi

sferoa.

reklamis

moRvaweobis Uukve

gareSe

dinamiuri

mravali

aswleulis

manZilze reklama adamianis cxovrebis mudmivi Tanamgzavria da masTan

erTad

ganicdis

cvlilebebs.

reklamis

xasiaTi,

misi

Sinaarsi da forma ganicdis kardinalur cvlilebebs sazogadoebis warmoebiTi

Zalebis

ganviTarebasTan

socialur-ekonomikuri

formaciebis cvlasTan erTad. sareklamo ,,dialeqtikis” globalur faqtorebs

warmoadgens

warmoebis,

moTxovnebi,

saxelmwifo

religiuri

koncefciebis,

moqalaqeTa

miznebi.

vaWrobis

mmarTvelobis

finansebis

forma,

politikosebisa reklama

sxvadasxva

Cveulebriv

samarTlianad

iTvleba

zogadsakacobrio kulturis nawilad, romelic viTardeba Tavisi Sinagani

kanonebiT.

reklamis

mravalricxovani

gansazRvrebidan

SeiZleba gamovyoT Semdegi: ”reklama momsaxurebis

aris

cnobili

arapiradad

sponsoris

saxeliT

warmodgenisa

ideebisa

ganxorcielebis

nebismier fasiani forma.” (amerikuli marketinguli asociaciis (ama) gansazRvreba). ”reklama

aris

fasiani,

calmxrivmimarTuli

arapiradi

mimarTva, romelic xorcieldeba masobrivi informaciis saSualebiT da kavSiris sxva formebiT, agitacias eweva romelime saqonlis, markis,

firmis

(romelime

saqmis,

kandidatis,

mTavrobis)

sasargeblod”. zogierTi ”komunikaciis

specialisti

formas,

reklamas

romelic

ganixilavs,

cdilobs

rogorc

saqonlisa

momsaxurebis

xarisxi,

agreTve

ideebi

gadaiyvanos

momxmareblis

saWiroebisa da moTxovnilebis enaze”. ”reklama anazRaurebadi

aris

auditoriasTan

arxebis

saSualebiT;

komunikacia

auditorias

arapiradi

mkafiod

aqvs

warmodgenili gzavnilis wyaro, rogorc organizacia, romelmac gadaixada reklamis gavrcelebis xarjebi”. rogorc

vxedavT,

sxvadasxva

gansazRvrebaSi

asaxulia

gansxvavebuli midgoma iseTi rTuli da mravalmxrivi cnebisadmi, rogoricaa ”reklama”.

reklamis Canasaxebi Zvel samyaroSi warmoebiTi da socialuri urTierTobebis ganviTarebam ukve Zvel samyaroSi gamoiwvia informaciis gadacemis aucilebloba. Aam informaciis nawili Seicavda stimulirebis elements, arwmunebda informaciis adresatebs ganexorcielebinaT esa Tu is moqmedeba. swored

amgvari

reklamis iZleva

sainformacio

mniSvnelovani

ganvsazRvroT

niSnebis

gzavnilebi

iyvnen

matareblebi,

komunikaciebis

rac

Tanamedrove saSualebas

mimarTuleba

rogorc-

protoreklama. Pprotoreklama warmoadgens pirveladi komerciuli komunikaciebis

integrirebul

komunikaciuri

saSualebebis

ganmavlobaSi

maT

formas,

romelic

pirvelad

damoukidebeli

aerTianebs

formebs.

ganviTareba

droTa ganicades.

Pprotoreklamis elementebad SegviZlia gamovyoT aw ganviTarebuli marketinguli komunikaciebis iseTi formebi, rogoricaa reklama (piraduli, politikuri, komerciuli da sxv), pirdapiri marketingi, gasaRebis stimulireba. Bbazrobebi, sponsoroba da sxv. uZveles

droSi

vaWrebi

myidvelebTan

kavSirs

amyarebdnen

pirdapiri sityvieri mowodebebis saSualebiT. vaWrobis adgilebi cxaddeboda xmamaRali da ganmeorebedi gamoZaxilebis meSveobiT.

SemTxveviTi araa is, rom sityva ”reklama” momdinareobs laTinuri reclamo ( reclamare)-, rac niSnavs yvirils, daZaxebas. Zveli romaeli moazrovne loci anei seneka (daax. 4 w.Zv.w.aR65w.ax.w.aR.) luciliusisadmi LIV werilSi ase aRwers imdroindeli qalaquri cxovrebis tipiur suraTs: ”Cems garSemo axla yoveli mxridan mravalxmiani yvirilia: me xom zeda abanos Tavze vcxovrob. warmoidgine xmebis mTeli mravalferovneba, romelTa gamo SeiZleba SeiZulo sakuTari Yyurebi...” Mmomxmareblebze sityvieri zegavlenis gazrdis moTxovni-lebis gamo iqmneba mauwyebelTa instituti. Mmauwyebeli iyo vaWris mier specialurad daqiravebuli adamiani, romlis funqciaSi Sedioda myidvelis moxibvla da saqonlis qeba. mauwyebelTa gamoyenebam upiratesoba Seuqmna vaWrebs, raki maT TavianTi

saqonlis

adgilidan

sakmaod

informaciis marto

miReba

gayidvebis

reklamirebis moSorebiT.

saSualeba sxva

miecaT

sityvebiT

saqonlis

Sesaxeb

SesaZlebeli

adgilebSi.

Aaman

sagrZnoblad

rom

gayidvis vTqvaT,

gaxada

ara

gaafarTova

sityvieri komunikaciebis sazRvrebi. Mmauwyeblebi Tavdapirvelad gaCndnen Zvel egvipteSi, Semdeg maT mibaZes Zvelma ebraelebma, berZnebma, romaelebma. Ees profesia imdenad

gavrcelebuli

iyo

hqonda

imdenad

maRali

sazogadoebrivi statusi, rom mauwyeblis funqcia vaWrobis Zvel romaul RmerTs merkurisac eniWeboda. Aaucilebelia aRiniSnos im sferoTa mravalferovneba, sadac gamoyenebuli iyo mauwyebelTa samsaxuri. Eesenia; ekonomikuri urTierTobebi, kerZo cxovreba, sanaxaobaTa organizacia, politika da sxv. mauwyebelTa nawili saxelmwifo samsaxurSi imyofeboda da amaSi

anazRaurebas

iRebda.

sityvieri

saSualebiT

gasayidi

saqonlis da misi xarisxobrivi monacemebis Sesaxeb informaciis

gadacema zogjer sakmaod did manZilze xdeboda da ubiZgebda Zvel mwarmoeblebs ezrunaT sakuTar reputaciaze. Zvel

samyaroSi

komerciuli

komunikaciebis

formirebis

mniSvnelovani faqtori gaxda bazrobebi. Cveulebrivi vaWrobisagan gansxvavebiT isini gamoirCeodnen tradiciulobiT, periodulobiT da rac Zalian mniSvnelovania Catarebis erTi da imave adgiliT. Yyovelwliuri bazrobebi (mercatus)

tardeboda jer kidev adreuli

romauli istoriis epoqaSi (V-III s. dasaw. Cv. w. mde). sabazro vaWrobis centrebi, rogorc wesi, xdebodnen yvelaze mniSvnelovani taZrebi, maT Soris: iupiteris taZari albaneTis mTaze, dianas taZari romSi, voltumnas taZari etruriaSi da sxv. Kkonkurentebisagan

sakuTari

Tavis

gamoyofis

mizniT

Zveli

xelosnebi da vaWrebi xSirad svamdnen gasayid saqonelze safirmo niSnebs. vaWrobis saqoneli

adgilebSi

TandaTanobiT

Tavdapirvelad Secvala

gamokidebuli

realuri

simbolurma

niSnurma

maTma

gamosaxulebebma-Tanamedrove piqtogramebis analogebma. magaliTad, rZis daxlTan gamokidebuli iyo Txis terakotisferi bareliefi; safunTuSesTan-wisqvilis

reliefi;

erT

Rvinis

maranTan

gamosaxuxli iyo ori adamiani, romlebsac RviniT savse WurWeli mihqondaT; meoresTan_baxusi, romelic mtevnebidan yurZnis wvens wuravda. Ddamwerlobis

warmoSobasTan

erTad

Cndeba

pirveli

sareklamo teqstebi. SedarebiT adreuli magaliTebidan SegviZlia davasaxeloT finikieli mezRvauri vaWrebis gzavnilebi, romlebsac isini gzad gamavali kunZulebis kldeebze tovebdnen. teqsturi abrebi

Tavsdeboda

saxelosnoebTan,

savaWro

daxlebTan,

sastumroebTan, sasmel dawesebulebebTan da sxv. magaliTad, amgvari iyo erT-erTi Zvelromauli abra: â&#x20AC;? aq ganlagebulia sastumro. samsawoliani oTaxebi yvela pirobiTâ&#x20AC;?.

xSirad teqsturi protoreklamebi xdebodnen qvis filebi. Aam saxis erT-erTi yvelaze sizmrebis

amxsnelis

cnobili mowodeba aris Zveli berZeni

abra,

mowodebiT;”

qvis

qveda

nawilSi

gamosaxulia samsxverplo, xolo marjvena mxares RvTiuri xari apisi.” AaseTive

saSualeba

gamoiyeneboda

politikur

proto-

reklamaSic. magaliTad SeiZleba moviyvanoT Zveli romauli qvis svetebi-miliariebi. isini ganlagebuli iyo romis imperiis yvela umniSvnelovanes gzaze. maT Soris manZili erT mils Seadgenda. Mmiliariebze miTiTebuli iyo manZili gzis sawyisi wertilidan da maTze gamokveTili iyo xotbis Semsxmeli sityvebi im imperatoris mimarT, romelmac maTi aSeneba brZana. Cvenamde

moaRwia

istoriulma

dokumentebma,

romlebic

samarTlianad SeiZleba CaiTvalos Tanamedrove teqsturi reklamis winamorbedad.

magaliTad,

Zvelegvipturi

papirusis

teqstSi,

romelic britaneTis muzeumSi inaxeba, mocemulia informacia monis gayidvis Sesaxeb; ” mas mSvenivrad esmis orive yuriT, xedavs orive TvaliT, garantirebulia misi zomiereba kvebaSi, agreTve wesiereba da morCileba”. Kkidev erTi Zvelegvipturi papirusi, romelic TariRdeba Cv.w.aR-mde

320

wliT,

warmoadgens

spilos

ZvliT

movaWris

sareklamo mowodebas: ” iafia, Zalian iafia wels kaTilSobili rqa... modiT CemTan, memfisis macxovreblebo, gaikvirveT, datkbiT da SeiZineT”. teqsturma reklamam Zvel samyaroSi ver naxa sakmaod farTo ganviTareba. mTavari mizezi iyo wera-kiTxvis mcodne adamianTa simcire, sareklamo teqstebis daweris siZvire, agreTve masalispapirusisa da pergamentis deficiti. dResac ganaTlebis dabali donis

mqone

qveynebSi,

magaliTad

braziliaSi,

adgilobriv

bazrobebze farTod iyeneben mauwyebelTa

(gamomZaxvelTa)

fasian

momsaxurebas. jer

kidev

Zvel

samyaroSi

Cndeba

Tanamedrove

masobrivi

informaciis saSualebaTa Canasaxebi. 59 wels Cv.w.aR-mde gai iulius cezarma (100-44 w.w.Cv.w.aR-mde) maSin, rodesac jer kidev konsuli iyo, gasca brZaneba farTo sazogadoebisTvis senatisa da saxalxo krebebze Sesaxeb.

miRebuli es

gadawyvetilebebis

gaxda

winapiroba

regularuli

protogazeTis

gadacemis

Acta

diurni

urbis

gamosvlisa. imperator avgustus oqtavianes (63 w.Cv.w.aR- mde -14 w.Cv.w.aR.) dros oficialur informacias daemata kerZo xasiaTis mqone

cnobebic-

informacia

qorwinebebisa

gaSorebebis,

gasamxiarulebeli sanaxaobebis, uZravi qonebis gayidvis Sesaxeb da sxv. protogazeTs daerqva ” acta diurni populi romani”

(”romaeli xalxis

yoveldRiuri

xis

saqmeebi”).

igi

”gamoicemoda”

romlebic damuSavebuli iyo TeTri TabaSiriT.

firfitebze,

teqsti iwereboda

Savi saRebaviT. Ees xis abrebi ifineboda xalxmraval adgilebSi. DdaaxloebiT Zvelromaul

igive

funqcia

sazogadoebrivi

hqonda

Senobebis

carciT

dafarul

kedlebs,

romlebsac

albumebi erqva. ( laTinuridan albumus - TeTri). maT zedapirze Savi saRebaviT

qveyndeboda

oficialuri

informacia

(sazogadoebrivi

marTvis organoebis gadawyvetilebebi, Citebis gadafrenis mixedviT mkiTxaobis Sedegebi da sxv.) Pprotoreklamis warwerebi,

romlebic

TvalsazrisiT amokawruli

gacilebiT saRebaviT

sainteresoa

iyo

dawerili

moqalaqeTa saxlebis kedlebze- e.w ” garafiti” (laTinuridan graftio -

vkawrav).

”

grafiti”

xSirad

moicavda

politikur

reklamas-

gansakuTrebiT arCevnebis dros. zogierTi

”

grafiti”

elementebs. Ppolitikuri

Seicavda

politikuri

antireklamis

mowinaaRmdegeebi gamoisaxebodnen maTze

karikaturuli formiT.

Pprotoreklamis

saxis

ganviTrebam

regulirebis aucilebloba. Qqalaqis

gamoiwvia

misi

xelmZRvanelobam, romelic

gaRizianda grafitis siuxviTa da gaformebis daudevrobiT, akrZala kedlebze informaciis ganTavseba. jer kidev im dros serozuli problema gaxda sareklamo informaciis kontroli. zemoTaRniSnulis Sejamebisas, Zvel samyaroSi protoreklamis formirebis

analizisas ZiriTadi daskvnebi SeiZleba CamivayaliboT

ase; mokle daskvnebi:

1. mTavari faqtori, romelmac ganapiroba protorekalmis rogorc-sazogadoebrivi komunikaciebis specifikuri saxeobis warmoSoba, gaxda ekonomikuri, politikuri, sazogadoebrivi urTierTobebis moTxovnilebaTa

zrda.

Aam

urTierTobaTa

donem

ganapiroba--

protoreklamis forma da Sinaarsi.

2. protoreklamis pirvel damkveTebad gvevlinebian wvrili vaWrebi da xelosnebi

( msxvili warmoeba ubralod

ar arsebobs

politikosebi, sasuliero wodebis warmomadgenlebi, sanaxaobaTa organizatorebi

sxv.

Aaman

ganapiroba

protoreklamis

gamoyenebis sferoTa mravalferovneba. 3. sareklamo

mowodebaTa

momxmareblebis protoreklamis

mTavari

informireba. damkveTebs

mizani

gaxda

Kkonkurenciis Soris

potenciuri

zrdasTan

Zlierdeba

erTad

mowodebaTa

mastimulirebeli, damarwmunebeli mimarTuleba.

4. gamoyenebul sareklamo saSualebebs Soris SesamCnevad Warbobs verbaluri

anu

sityvieri

komunikaciebi.

Tavis

pirvelad

ganviTarebas

hpovebs

werilobiTi

gare

reklama,

agreTve

komunikaciebi gayidvisa da bazrobis adgilebSi. Cndeba safirmo stilis pirveli elementebi. 5. komerciuli

komunikaciebis

damuSavebasa

realizacias

ZiriTadad awarmoeben maTi iniciatorebi: vaWrebi, xelosnebi, kerZo pirebi da sxv. Aamave dros unda aRiniSnos, rom Zvel protoreklamistebs Soris gamocdilebis dagrovebasa da gare situaciis

SecvlasTan

erTad

srulyofildeba

sareklamo

mowodebaTa forma da Sinaarsi, izrdeba saerTo profesiuli done. reklama Sua saukuneebSi sayovelTaod

miRebuli

gamoyofenYSuasaukuneebis

istoriis

periodizaciis sam

ZiriTad

Tanaxmad

etaps.

Aadreuli

Suasaukuneebi iwyeba dasavleT romis imperiaSi barbarosTa SemoseviT ( ΙΥ -s

Suasaukuneebi_

s-is

meore

naxevari).

Ffeodaluri

Mmeore

periodi

urTierTobebis

klasikuri

Camoyalibebis

periodi

( Χ _ ΧΙΙΙ ss.) da bolos gviani Suasaukuneebi ( ΧΙΥ _ ΧΥΙ ss.) sruldeba didi geografiuli aRmoCenebis epoqiT. Aadreuli Suasaukuneebi SeiZleba daxasiaTdes rogorc Zveli antikuri

civilizaciis

daRupvis

periodi

adreuli

germanuli

feodalizmis Camoyalibebis xana. Eekonomika dayvanilia naturalur meurneobamde, politika_samxedro Zalauflebaze, kultura_religiuri ideologiis ganuyofel batonobaze. Yyvela am sferoSi raime arCevanis gakeTebis

SeuZleblobis

gamo,

TavisTavad

ispoba

reklamirebis

saWiroeba. Aamitom sruliad logikuria is, rom kacobriobis istoriis am periodma ar dagvitova reklamis ganviTarebis, an saerTod misi arsebobis mniSvnelovani sabuTebi. Kklasikuri

SuasaukuneebisTvisac

aseve

damaxasiaTebelia

naturaluri meurneoba. Aamave dros, xelosnobis ganviTareba xels 10

uwyobs

dasavleT

evropaSi

qalaqebis

mkveTr

zrdas.

Cvens

mier

gansaxilveli sakiTxis TvalsazrisiT mniSvnelovania cexuri tipis organizaciebis warmoSoba. Ppirveli saamqro Seiqmna 1061 wels. saukunis bolosTvis saamqro organizaciebi gavrcelebuli iyo TiTqmis yvelgan. maTi negatiuri gavlena

reklamis

saamqroebi

ganviTarebaze

isaxavdnen

Semdeg

ganpirobebuli

miznebs:

saamqro

iyo

imiT,

rom

organizaciebis

wevrebs Soris konkurenciis gauqmebas; 2) sakuTari Tavis saimedo dacvas gareSe konkurenciisgan (igulisxmeba sxva qalaqebis xelosnebi); 3)

saamqroSi

dasaqmebuli

xelosnebis

Sromis

nayofierebis

zrdis

mkacri kontroli. aseTi reglamentacia SeuZlebels xdida konkurecias. Kkonkurencia ki,

rogorc

cnobilia,

reklamis

ganviTarebis

erT-erTi

umniSvnelovanesi faqtoria. Mmosaxleobis

ganaTlebis

sakmaod

maRali

done

xels

uwyobda

zepirsityvieri reklamis farTo gavrcelebas. Aam pirobebSi kvlav hpovebs ganviTarebas mauwyebelTa instituti. xSir SemTxvevebSi vaWrebs da xelosnebs ekrZalebodaT TviTon SeesrulebinaT mauwyeblis funqcia. im dros inglisur statusSi ewera: â&#x20AC;&#x153;Tu vinmes surs raimes gayidva, man amis Sesaxeb Setyobineba unda gaakeTos

mauwyeblis

grafisnacvalis mier ...

saSualebiT,

romelic

damtkicebulia

aravis aqvs ufleba sakuTari yvirili raimes

reklamirebisa. Tu vinme moiqca nacvals ufleba aqvs gadasces igi sasamarTlos an Strafi gadaaxdevinos. Mmeore jerze mas SeiZleba mTeli qoneba waerTvas.â&#x20AC;? Ees is iSviaTi istoriuli magaliTia, rodesac administraciuli meTodi ki ar uSlis, aramed piriqiT, xels uwyobs reklamis ganviTarebas.

Sua saukuneebis mauwyebeli

momavalSi, SeeZloT

gviani

mTlianad

Suasaukuneebis

periodSi

daekmayofilebinaT

gazrdili

moTxovnilebebi.

dawerili

e.w.

mfrinavi

Aam

informaciis

SemTxvevaSi

furclebi.

mauwyeblebs

Ees

gavrcelebis

gamoiyeneboda

furclebi

aRar

xeliT

gamoiyeneboda

savaWro_sareklamo da politikuri miznebisTvis. Eekonomikur informaciuli

urTierTobaTa uzrunvelyofis

ganviTarebis sistemis

moTxovnilebam,

mowesrigebam

maTi

masobrivi

informaciis saSualebaTa formirebis aucilebloba Seqmna. Mmasobrivi informaciis saSualebaTa zogierTi niSnebi SeimCneva XVI saukunis meore

naxevris

fugerebis

imdroisaTvis

germanuli

kompaniis

umsxvilesi xelnawer

firmis

gamocemaSi

protogazeTSi

“Ordinare

Zeitungen “ (“regularuli macne”) igi moicavda informacias mosavlebis, Tavisi axali qveganyofilebebis gaxsnis Sesaxeb, agreTve komerciuli xasiaTis gancxadebebs. erT-erTi

dadebiTi

momenti

dakavSirebuli

xelosnebis

saamqro

organizaciasTan, iyo maTi korporaciuli pasuxismgebloba warmoebuli

saqonlis xarisxze. Aamas xels uwyobda is faqti, rom saamqroSi Semaval yvela xelosans unda hqonoda erTi da igive saamqro niSani. isini TavianT saqonelze erTsa da imave niSans svamdnen. saamqros aseve hqonda erTiani herbi da saamqro droSac ki. Aamgvarad aq SeiZleba saubari

korporaciuli

safirmo

stilis

formirebaze.

momavalSi,

bazarze saqonlis matebasTan da Sidacexuri konkurenciis zrdasTan erTad,

xelosnebi

korporaciul

niSnebs

amatebdnen

TaviaanT

individualur detalebs, cvlidnen maT zomasa da formas. amiT isini cdilobdnen moexdinaT TaviaanTi produqciis identifikacia.

sxva

sityvebiT rom vTqvaT, aq laparakia sarealizacio brZolis pirobebSi safirmo stilis individualizaciis Sesaxeb. adreul SuasaukuneebSi mniSvnelovani roli hqondaT bazrobebs, rogorc gacvla-gamocvlis erTaderT SesaZlo punqtebs. Kklasikuri Suasaukuneebis

periodSi,

dasavleTevropuli

qveynebis

qalaqebis Sida

zrdis

bazrebis

pirobebSi

CasaxvasTan

erTad,

bazrobebis mniSvneloba kidev ufro izrdeba. XIII_XIV saukuneebis SuaSi evropaSi yvelaze msxvili iyo Sampanis bazroba. im periodSi iq iyo

Tavmoyrili

operaciebis

didi

saerTaSoriso nawili.

evropuli

Sampanis

vaWrobis

bazrobebi

weliwadSi

fuladi 6-jer

tardeboda. XIV_XV ss. Uumsxvilesi sabazro centri gaxda briuge (flandria). XV saukunis dasawyisSi saerTo evropul mniSvnelobas iZens Jenevis bazrobebi. XV s. bolos vaWrobis centri gadainacvlebs lionsa da laifcigSi. momxmareblebTan komunikaciebis damyarebis kidev erTi saSualeba iyo abrebi. Aadreuli da klasikuri Suasaukuneebis periodSi, rogorc wesi, isini moicavdnen mxolod niSnebsa da simboloebs. ganmartebiTi warwerebi

patronis

saxelebi

ZiriTadad

figurirebda.

Ees

imiTac iyo gamowveuli, rom mosaxleobis didi nawili wera-kiTxvis ucodinari iyo. droTa ganmavlobaSi gaCnda universaluri simboloebi:

RviniT movaWreebs - kasri; mewaReebs- stilizirebuli Cemqma; durglebsgasaRebi da sxv.

savaWro duqanTan gamokruli abra (XVIs)

Tavdapirvelad abrebi dawesebulebis SesasvlelTan gamoifineboda misi mflobelis iniciativiT. SemdgomSi maTi arseboba xdeba aucilebeli moTxovna qalaqis xelisuflebis mxridan. XIV saukunis dokumentebSi,

romelic

inaxeba

inglisis

parlamentis

saqmeebSi,

naTqvamia: â&#x20AC;? vinc qalaq kembrijSi gasayidad regularulad awarmoebs ludis

xarSvas, man unda gamofinos niSani, winaaRmdeg SemTxvevaSi mis

produqts konfiskacia elisâ&#x20AC;?. momavalSi aucilebeli xdeba ara marto niSnebis arseboba, aramed maTi registraciac. mTeli Suasaukuneebis

periodSi masobrivi komunikaciebis formirebis

procesSi yvelaze mniSvnelovani movlena iyo iohan gutenbergis (14001468 w.w) mier 1445 w. beWdvis gamogoneba. sabeWdi dazgis gamoyenebam

revoluciurad Seuwyo xeli imdroindeli kulturisa da ganaTlebis sistemis

ganviTarebas.

aseve

gaxda

masobrivi

informaciis

saSualebaTa formirebis safuZveli.

gutenbergis sabeWdi dazga (1445w)

tipografiebi swrafad vrceldeba veropis qveynebSi. italiaSi pirveli tipografia iqmneba 1465 wels, SveicariaSi- 1468 wels, safrangeTSi- 1470 wels, belgiaSi- 1473 wels, inglisSi- 1476 wels, avstriaSi- 1482 wels. reklama

gaxda

gutenbergis

adamianTa

gamogoneba

moRvaweobis uSualod

erT-erTi Seexo.

sfero,

wignis

romelsac

beWdva

gaxda

komerciuli komunikaciebis axali saSualeba --- beWduri reklamis formirebis umniSvnelovanesi winapiroba. Tavis mxriv, sagamomcemlo saqme

arsebobis

pirvelive

wlebidan,

TviTon

xdeba

sareklamo

momsaxurebis msxvili momxmarebeli. P

pirveli

beWduri

gancxadeba

damuSavebulia

strasburgeli

topografis egeStainis mier 1466 wels. 1472

wels

ingliselma

mbeWdavma

uiliam

kekstonma

mis

mierve

dabeWdili locvanis gasaRebis stimulirebisTvis SeimuSava beWduri sareklamo gancxadeba, romelic SemdgomSi gaakra eklesiebis karebze, sastumroebis Senobebze, universitetis SesasvlelTan. beWduri

produqciis

gasaRebis

gafarToebasTan

dakavSirebiT

Seiqmna topografebis mier warmoebuli wignebis CamonaTvalis Sedgenis aucilebloba. movaWreni

aseT

TavianTi siebs

komerciuli urigebdnen

mgzavrobebis potenciur

dros

myidvelebs.

wigniT maTSi

mocemuli iyo gasayidi wignebis saxelwodebebi da, agreTve, am wignebis dadebiTi Sefasebebi. zogjer CamonaTvalis bolos keTdeboda aqcenti wignebis dabal fasebze. Aamgvarad, SeiZleba saubari beWduri reklamis axali tipis- katalogebis formirebis Sesaxeb. Cvenamde Semonaxulia XV saukuneSi dabeWdili ocamde mgavsi katalogi. erT-erTi maTgani daTariRebulia 1469 wliT. Ppirveli cnobili beWduri plakati aseve dakavSirebulia wigniT vaWrobasTan. igi dabeWda gamomcemelma batdoldma 1482 wels. Pplakati Seicavda

sareklamo

mowodebas

â&#x20AC;&#x153;evklides

â&#x20AC;?

maTematikis

axali

gamocemis SesaZenad.

topografiuli

dazgis

gamogonebam

Seqmna

winapirobebi

masobrivi informaciis saSualebaTa beWduri nawarmis gamocemisa. Mmokle daskvnebi: 1. ekonomikaSi, garemoebaTa

politikasa gamo

kulturul

SuasaukuneebSi

cxovrebaSi

reklama

Seqmnil

praqtikulad

arsebobs ( gansakuTrebiT adreul periodSi).

2. ZiriTad procesSi

rols

momxmarebelTan

TamaSobs

sityvieri

urTierTobaTa

(verbaluri)

damyarebis

komunikaciebi

personaluri gayidva.

3. SuasaukuneebSi

komerciuli

komunikaciebis

CamoyalibebaSi

mniSvnelovani adgili uWiravs bazrobebs.

4. gviani Suasaukuneebis periodSi ekonomikuri da sazogadoebrivi urTierTobebis ganviTareba ganapirobebs masobrivi informaciis saSualebaTa winapirobebis warmoSobas.

5. sabeWdi

dazgis

gamogoneba

qmnis

winapirobebs

reklamis

raodenobrivi da xarisxobrivi ganviTarebisTvis.

Aaxali drois dasavleTevropuli da amerikuli reklama gutenbergis gamogonebis erT-erTi mTavari Sedegi iyo XVII saukunis dasawyisidan beWduri informaciis masobriv saSualebaTa mniSvnelovani ganviTareba. Ppirveli beWduri yovelkvireuli gazeTi Strasburger (”strsburgis kavSiri”)

Relation

gamoica strasburgSi 1609 wels germanul

enaze. 1615 wels venaSi daiwyo gamocema

gazeTma ”yovelkvireuli

ordinaluri da eqstraordinaluri cnobebi da yvelaferi rac maT exeba”.

1616 wels mainis frankfurtSi daarsda gazeTi

”Frankfurter

Journal” (”frankfurtuli Jurnali“). inglisSi gamocemuli pirveli gazeTi iyo (”yovelkvireuli

axali

”Amsterdamcher Courant”

ambebi“)

–

1622

”The Weekly News”

wels;

holandiaSi-

(”amsterdamuli kurantebi‘’) – 1623 wels;

safrangeTSi – ”Gazett de france” – 1631 wels.

”gazette de France” –is

gamomcemeli iyo parizeli mkurnali Teoprast renodo (1585-1643 w.w) mxolod

faqtiT

Semoifargleba

ganviTarebaSi. MmogvianebiT

misi

wvlili

reklamis

renodo aarsebs pirvel sareklamo

Jurnals. 1660 Zeitung”

wels

Cndeba

pirveli

yoveldRiuri

gazeTi

”Leipziger

(”laifcigis axali ambebi“). Ppirveli amerikuli gazeTi

gamovida 1704 wels - ”The Boston News Letter”

(”bostonis

axali

ambebi”). beWduri gavrcelebis sareklamo

gazeTebisa zrdasTan

masalebis

erTad

Jurnalebis matulobs

raodenoba.

gamocemisa

maTSi

amgvarad

ganTavsebuli

safuZveli

daedo

reklamas presaSi. XVII

saukunis

specializirebuli

pirvel

beWduri

naxevarSi

gamocemebi,

Cndeba

pirveli

romlebic

mxolod

sareklamo masalebs Seicaven. Aase 30-ian wlebSi renodo iwyebs pirveli sareklamo Jurnalis ”PETITES AFFICHES” (”patara afiSebi”) gamocemas. sareklamo

gamocemebi

Cndeba

sxva

qveynebSic.

maT

Soris

inglisuri ”Public Advertizer” (”sazogadoebrivi reklamisti”) gamocema 1657 wlidan; ”General Advertiszer” (”sayovelTao reklamisti”) aSS-Si 1785 wlidan da sxva. XIX

saukunis

dasawyisSi

tiraJebis

mkveTrma

zrdam

saSualebebi. kiTxvis

amas

mcodne

xeli

presaSi

perioduli

mniSvnelovnad

Seuwyo

mosaxleobis

gaafarTova

ganviTarebuli zrdam

gamocemebis

reklamis

qveynebSi

wera-

tipografiuli

aRWurvilobis srulyofam. ase magaliTad, 1814 wels londonis Times-is tipogtafiaSi daidga germanuli kenigis mier gamogonebuli cilindruli sabeWdi presi, ramac SesaZlebeli gaxada saaTSi 2000 anabeWdis

miReba.

aRniSnulma

faqtebma

xeli

Seuwyo

gazeTebis

TviTRirebulebis Semcirebas.

cilindruli sabeWdi presi (XIXs dasawyisi)

teqnikurma progresma SesaZlebeli gaxada presaSi sareklamo masalebis miwodebis xarisxis gaumjobeseba. XVI-XVIII saukuneebSi gazeTebSi iSviaTad Tu SexvdebodiT dasuraTebul gancxadebebs, Sesrulebulebs qsilogafiis meTodebiT: patara Tu didi zomis anakrefi Sriftebi erTferovnebiT gamoirCeodnen. XIX saukunis dasawyisSi reproducirebis metodebis srulyofam gamocemaTa axali tipis ilustrirebuli Jurnalebis Seqmna gaxada SesaZlebeli. maT Soris pirveli iyo inglisuri ”Penny Magazine” (”peni-Jurnali”)_1832 wels da ”Illudtrated London News” (”londonis ilustrirebuli saxelad

axali

”Illustration”

ambebi”).

gamovida

safrangeTSi

1843

wels.

amgvari

imave

wels

Jurnali germaniaSi

Seiqmna analogiuri gamocema_”Illustatrierte Zeitung ” (”ilustrirebuli axali ambebi”) XIX

saukunis

meTodebis

bolos

gamoyeneba,

poligrafiaSi

ramac

SesaZlebeli

daiwyes

cinkografiuli

gaxada

fotoreklamis

miRwevaTa gamoyeneba. sareklamo

momsaxurebaze

moTxovnilebis

zrdam

moiTxova

specializirebuli saorganizacio struqturebis Seqmna. iTvleba, rom msoflioSi pirveli sareklamo saagento iyo aTur gorJas da uolter konis biuro, romelic maT londonSi 1611 wels daarses. pirveli damoukidebeli sareklamo agentebi gaxdnen amerikelebi volni palmeri da jon xuperi. 1841 wels isini moelaparaknen ramdenime

gazeTis

mflobels,

rom

sagazeTo

farTis

nawils

reklamisTvis gayidian sakmaod sarfian sakomisio gasamrjelod. amgvarad,

Tavdapirvelad

isini

warmoadgendnen

gamomcemelTa

agentebs. momavalSi isini xdebian damoukidebeli brokerebi da isini molaparakebebs awarmoeben, rogorc gamomcemlebTan, aseve reklamistebTan.

(reklamis

ganmTavseblebTan).

maTma

mimdevarma

jorj rouelma 20 wlis Semdeg kontraqtebi dado ukve asobiT amerikul gazeTTan.

aRsaniSnavia, romelime

rom

pirveli

gansazRvruli

sareklamo

gamocemis

saagentoebi

safuZvelze,

iqmneboda,

presaSi

gancxadebaTa ganTavsebaSi daxmarebis mizans. SemdgomSi, XIXs meore naxevarSi

Cndeba

funqciebsac

sareklamo

asrulebdnen:

saagentoebi,

amuSaveben

romlebic

sareklamo

sxva

mimarTvebs,

amzadeben da amontaJeben sareklamo stendebsa da abrebs, aseve awarmoeben

elementarul

gamokvlevebs

reklamis

efeqturobis

dasadgenad. XIXs bolosTvis dasavleT evropasa da aSS-Si iqmnaba sareklamo saagentoebi momsaxurebis sruli cikliT. XVIII

saukunemde

araregularul

sareklamo

momsaxurebisadmi

mimarTva

xasiaTs atarebda. warmoebis ganviTarebam, bazarze

axali saqonelis gamoCenam reklamis mimarT globaluri miznebi daayena, erT-erTi aseTi mizani iyo evropis qveynabis mosaxleobis daintereseba amerikuli kompaniebis mier warmoebuli produqciiT, mogvianebiT

â&#x20AC;?kolonaluri

saqoneliTâ&#x20AC;?

samxreT-aRmosavleTi

aziidan da afrikidan. teqnikuri progresi da axali teqnologiebis gamogoneba xels uwyobda beWduri reklamis Semdgom ganviTarebas. XVIs

bolos

XVIIs

dasawyisis

pirveli

sareklamo

plakatebi mcire formatisa da sakmaod erTferovani iyo. maTi zomebi,

rogorc

wesi,

aRemateboda

22X25sm.

yvelaze

didi

nimuSebis zoma iyo 22X50sm. sabeWdi formebi mzaddeboda spilenZze gravitebis an xeze Wris meTidiT. plakatebis damzadebis vadebi sakmaod

xangrZlivi

iyo,

xolo

TviTRirebuleba

maRali.

VXIIs

pirvel naxevarSi sareklamo plakatebis ZiriTadi damkveTebi wignis gamomcemlebi iyvnen. sagamomcemlo saqmeSi revoluciuri iyo aloiz zenefelderis (1771-1834ww) gamogoneba. 1796w. man armoaCina maRali baWdvis formebis damzadebis saSualeba kiris qvis qimiuri damuSavebis gziT. ori

wlis

Semdeg

igi

igonebs

dabali

beWdvis

axal

saSualebas

liTografias da qmnis pirvel liTografiul sabeWd dazgas.

pirveli liTografiuli dazga

am siaxleebma SesaZlebeli gaxada didi zomis plakatebis beWdva da maTi Rirebulebac mniSvnelovanad Semcirda. XIX saukunis Suamde plakatebi rCeboda Sav-TeTri. Tanac teqnologia iyo iseTi, rom qaRaldze jer gadahqondaT naxati, xolo Semdeg Cveulebrivi tipografiuli

SriftiT

ibeWdeboda

teqsti.Aamitom

teqstis

wakiTxva plakatebze xSir SemTxvevaSi SesaZlebeli iyo mxolod axlo manZilidan. beWduri

saqmis

qromoliTografiis

ganviTarebaSi da

Semdegi

nabiji

fotoliTografiis

iyo

teqnologiebis

gamoyeneba. gamosaxulebebi ukve xdeboda realisturi da feradi. es upiratesobebi

farTod

gamoiyeneboda

plakatebis,

etiketebis,

katalogebis, SesafuTi masalebis da sxva beWdvisas. reklamistebs

kidev

ufro

farTo

asparezi

gauxsna

1886w.

gamogonilma linotipis sabeWdma manqanam, xolo XXs dasawyisSi ofseturi beWdvis teqnologiam. sareklamo plakatebis gamoyenebam dasavleT evropis qveynebSi iseTi

farTo

ganviTareba

hpova,

rom

fenomenma

XIXs

SuaSi

â&#x20AC;?saplakato bumisâ&#x20AC;? saxelwodeba miiRo. gare abrebis

reklama saxiT

axali

iyo

drois

dasawyisSi

warmodgenili.

1688

faqtiurad

wlidan

Cndeba

mxolod pirveli

dabeWdili Teatraluri afiSebi. XVII saukuneSi inglisSi idgmeba pirveli saafiSe tumboebi, romlebic CuqurTmebiT damSvenebuli xis svetebs warmoadgenda. farTod sruldeboda firfitebze upiratesoba

iyo

warmodgenili

specialuri an

pirdapir

maTi

xeliT

saRebaviT saxlebis

didi

zomebi

naxati

plakatebi.

qaRaldze, kedlebze. iyo.

tiloze, aseTi

msgavs

isini xis

plakatis plakatebze

moTxovnilebis maCvenebeli iyo is faqti, rom XVIIIs bolos parizSi Seiqmna afiSebis cexi, romelic 40 xelosans aerTianebda. saavtoro sareklmo plakatis JanrSi XVI_XIX saukuneebSi bevri cnobili

mxatvari

muSaobda.

maT

Soris

iyvnen:

hans

holbain

umcrosi, antonio koreji, anri tuluz-lotreki, hier bonari, Jiul Sere, alfons muxa da sxva.

Senobis fasadze ganTavsebuli reklamebi (XIXs)

Mmagram moxatuli, afiSebiTa da plakatebiT gavsebuli kedlebi yvelas erTnairad rodi moswonda. momavalSi es forma gaxda gare reklamis ganviTarebis erT-erTi biZgi. Aase magaliTad, XIXs SuaSi tipografiis mflobelma Eernst litfasma berlinis quCebSi 150 sareklamo

tumbo

dadga.

momavalSi

isini

litfasis

tumboebis

saxeliT aris cnobili. am aqciis mizani iyo gaenTavisuflebinaT qalaqis Senobebis kedlebi da Robeebi zed dakruli plakatebisa da sareklamo furclebisagan.

XIXs bolosTvis gaCnda e.w. ,,gadasayvani” plakatebi, romlebic gaTvlili iyo fanjrebze da minis vitrinebze gansaTavseblad. isini ibeWdeboda

qaRaldze

gansakuTrebuli

teqnologiiT.

SemdgomSi

qaRaldi sveldeboda da ikvreboda minaze. qaRaldis moSorebis Semdeg sareklamo gamosaxuleba minaze rCeboda. daaxloebiT imave dros daiwyes e.w. minis plakatebis gamoyeneba (glass sighes). gare reklamaSi sul ufro xSirad

iyeneben Ramis

ganaTebas. pirvelad msgavsi ram gamoiyena londonelma vaWarma gvarad xarisma. jer kidev 1824 wels man wamoayena winadadeba, rom qalaqSi mosiarule

oTxTvalebze

daemagrebinaT

Signidan

ganaTebuli

moZravi tumboebi. maTze gakrul plakatebs zeTiT JRinTavdnen da Signidan

fanrebiT

anaTebdnen.

ganvixiloT rogorc transportze XX

saukunis

iyenebdnen

dasawyisSi

saproeqto

siaxle

agreTve,

reklamis pirveli magaliTi. plakatebis

fanrebs,

SegviZlia,

ganaTebisTvis

eleqtronaTurebs

ukve

inerciuli

gaziT savse milakebs. Axalma teqnologiebma SesaZlebeli gaxada dinamiur gamosaxulebebsa da warwerebze gadasvla. teqnikuri progresis siaxleebi reklamis axali saxeebis Seqmnis SesaZleblobas iZleva. ase magaliTad, lui liumeris mier 1904w. kinematografis

gamogonebidan

wlis

Semdeg,

Zmebi

liumerebi

iReben pirvel sareklamo roliks erT-erTi Sampanuri RvinisTvis. reklamis ganTavsebasTan erTad farTovdeba misi mimarTuleba da Tematika. Kkomerciul da kerZo gancxadebebTan erTad reklamis sagani

xdeba:

sanaxaobebi,

latariis

gaTamaSebebi,

samejliso

gancxadebebi, sxvadasxva saxis momsaxureoba (sadazRvevo, sakredito da

sxva)

gancxadebebi

samsaxuris

Taobaze,

winadadebebi

amomrCevlebisTvis xma mieca ama Tu im kandidatisTvis da sxv. jer kidev XVIII saukuneebSi gazeTebSi vxvdebiT konkretuli “obieqturad

aradainteresebuli”

pirebis

gancxadebebs

saredaqcio masalebs, romlebic mimarTulia ama Tu im saqonlis upitratesobaTa miniSnebisTvis. Ggayidvis

stimulirebis

aseTi

forma

ganisazRvreba

rogorc ” redaqciuli an anonimuri reklama “. Tanamedrove enaze mas ” faruli reklama “ ewodeba. sinamdvileSi ki Cven saqme gvaqvs pablisitisTvis ( publicity -

sajarooba, sajarod gamotanili )

damaxasiaTebel elementebTan. Tavis ganisazRvros,

rogorc

pablik

mxriv,

pablisti

rileiSnzs-is

SeiZleba

( public relations )

SedarebiT martivi forma. msoflioSi

PR –is cnobili specialisti sem bleki ase

axasiaTebs moRvaweobis am sferos: ” urTierTgagebis meSveobiT harmoniis miRwevis mecniereba

da xelovneba, romelic efuZneba

simarTlesa da srul informirebulobas”. PR- is frangi specialisti g. leroi Tvlis, rom ”sazogadoebriv

azrze

koordinirebuli

kompleqsi,

Tavisda

zegavlenis

sasargeblod

romelic

Secvalos

mosaxdenad

moqmedebaTa

mimarTulia

adamianTa

PR aris

iqiTken,

mier

rom

dadgenili

azrovneba da qmedeba”. Ppablisti gamomcemelma

pirvelad

emil

gancxadebebi”

man

praqtikaze

Jirardenma.

gamoaqveyna

1820

gamoiyena

pirvelad

wels.

frangma

”redaqciuli

Jirardenma

yuradReba

miaqcia imas, rom sazogadoeba met yuradRebasa da ndobas iCens saredaqcio

masalebis mimarT, vidre ”sufTa reklamis” mimarT.

aqedan

man gaakeTa daskvna, rom ”redaqciuli gancxadebebi efeqts

iZleva

saTanadod

gazarda

sagazeTo farTis Rirebuleba.

pablisitisaTvis

gansazRvruli

e. Jirardens ekuTvnis im drosaTvis

metad Tamami gancxadeba mis mier gamoSvebul gazeT La Presse – Tan dakavSireba,

sadac

gancxadebaTa

xarjze”.

igi

ambobs,

momavalma

rom gviCvena,

”gazeTi rom

dafinansdeba praqtikulad

ganxorcielda.

axali drois epoqaSi Semdgomi ganviTareba hpova personaluri gayidvebis

teqnologiebma.

Suasaukuneebis

komivoiaJebis saxiT TavianTi

moxetiale

vaWrebma

Rirseuli gamgrZeleblebi hpoves.

gasaRebis bazrebis gafarToebis mizniT XIX saukuneSi vaWrobis sferoSi

Cndeba

ganekuTvneba

tipis

komivoiaJis

inglisSi Seqmna saqonlis

axali

institutebi.

instituti,

maT

romelic

pirvel

rigSi

Tavdapirvelad

XIX s. pirvel naxevarSi. komivoiaJorebi gasayidi

nimuSebiT

mogzaurobdnen

iRebdnen

SekveTebs

firmisTvis, romlis mierac iyvnen daqirevebuli. am institutma kidev ufro farTo ganviTreba hpova XIX s. bolos, gansakuTrebiT germaniaSi. mwarmoebels

komivoiaJori awvdis

xdeba

bazris

sainformacio

organo,

moTxovnilebebis,

romelic

mosaxleobis

gemovnebisa da Cvevebis, agreTve mocemul qveyanaSi satranporto saSualebebis Sesaxeb cnobebs. momxmarebelTa

moTxovnilebebisadmi

morgebis mizniT fabrikanti iTvaliswinebs maT SeniSvnebs saqonlis formis,

xarisxis,

SefuTvis

agreTve

avrcelebdnen

sxvaTa

katalogebsa

mimarT.

komivoiaJorebi

preiskurantebs.

amdenad,

komivoiaJorebi warmoadgendnen reklamirebis saukeTeso iaraRs. XVIII saukunis meore naxevridan ewyoba gamofenebi, romelTa mizania moRvaweobis

romelime gansazRvrul sferoSi miRweuli

warmatebebis demonstrireba. pirveli sawarmoo gamofena Catarda londonSi 1761 wels. es iyo mowaTmoqmedebisTvis gankuTvnili manqanebis gamofena. amgvari gamofenebis Catarebis gamocdileba swrafad vrceldeba evropis sxva qveynebSic da amerikaSi: safrangeTSi ( parizuli ) Catarda 1763 wels, prusiaSi ( drezdenis ) - 1765 wels; belgiaSi – 1806 wels; avstriaSi – 1808 wels; holandiaSi – 1820 wels; aSS - Si – 1828 wels. pirveli msoflio universaluri gamofena Catarda londonSi 1851 wels. damswreTa raodenobam am gamofenaze 6 mln. adamiani Seadgina.

momavalSi saerTaSoriso gamofenebi sxva qveynebSic imarTeba: inglisSi ( londonis ) – 1862 wels; avstriaSi (vena ) – 1873 wels; aSS-Si (filadelfia) - 1876 wels; safrangeTSi ( parizi)- 1878 wels. parizSi mTavari

1889

wels

eqsponati

konstruqciis

Catarebuli

iyo

koSki,

saerTaSoriso

giganturi

romelic

300

inJinerma

gamofenis

metriani a.g.eifelma

liTonis aaSena.

originaluri konstruqcia Seqmnis dRidan gamoiyeneboda sareklamo miznebSi. eifelis koSki dRemde parizis simboloa. yvelaze

didi saerTaSoriso gamofena Catarda 1893 wels aSS

– Si – CikagoSi. mnaxvelTa raodenobam masze 21,4 milioni adamiani Seadgina. TavianTi

evoluciis

komerciul

xasiaTs

komunikaciebis

procesSi

iRebdnen.

mZlavri

gamofenebi

isini

saSualeba

sul

xdebian maTze

ufro

komeciuli

msxvili

savaWro

garigebebi ideba. mzardi ZiriTadi

konkurenciis

amocana

konkurentebis

xdeba

saerTo

pirobebSi sakuTri

masidan

msxvili

Tavis

mwarmoeblebis

identifikacia,

gamoyofa.

Aman

Tavis

uSualo mxriv

saerTonacionaluri da globaluri savaWro niSnebis formireba moiTxova. es ki aucilebels xdida (markebis) farTomasStaburi, uwyeti

udides

fulad

xarjebTan

dakaSirebuli

sareklamo

kompaniebis Catarebas. swored arsebuli

XIXsaukunidan

msoflioSi

iTvlian

cnobili

TavianT

brendebi,

istorias

rogoricaa

dRemde Levi’s;

MaxweLLHouse; Coca- Cola; Procteres Gampbell Soup; Gillette da sxv. savaWro niSnis eqskluziuri floba saxelmwifos dacvas

moiTxovda.

XIX

meore

naxevridan

daiwyo

mxridan savaWro

niSnebis registrireba. Aam procesma sul male masobrivi xasiaTi miiRo. Mmsoflios

erT-erTi udidesi kompania

Procter

bolo

Gamble

daregistrirebuli

savaWro

dromde niSniT,

sargeblobda

romelzec

1851

wels

gamosaxuli

iyo

naxevarmTvare gverdiT 13 varskvlaviT._( aSS-is Statebis raodenoba registrirebis momentisaTvis.) XIX _ s meore naxevari xasiaTdeba saerTaSoriso vaWrobis mkveTri zrdiT. Mmsxvil bazarze

kompaniebs, romlebsac

gasvla undodaT,

surdaT SeenarCunebinaT

savaWro niSnis gamoyenebis prioriteti. Aam xeli

Seuwyo

martis

wlebSi

problemis gadaWras

konvenciam. Kkonvenciis damaarsebeli

belgia,

portugalia,

TavianTi

samrewvelo sakuTrebis dacvis Sesaxeb 1883 wlis 20

parizis

iyvnen:

saerTaSoriso

brazilia,

espaneTi,

salvadori, Sveicaria,

maT SeuerTda

didi

qveynebi

safrangeTi,

holandia,

italia,

serbia.

Semdgom

britaneTi, gvatemala, aSS, tunisi,

ekvadori. ganviTarebul qveynebSi iReben dacvis

kanonebs. safrangeTSi

aSS-Si _ 1881 wels;

savaWro niSnebze uflebaTa

aseTi kanoni

miiRes

inglisSi _ 1883 wels; germaniaSi _ 1894 wels.

sareklamo saqmianobis ganviTarebam da

regulireba xelisuflebis mxridan.

aregulirebda

1857 wels;

sareklamo saqmianobas

moiTxova

kontroli

Ppirveli kanoni, romelic saerTo erovnul

miRebuli iqna inglisis parlamentis mier 1752 wels.

doneze,

SemoRebuli

iyo reklamaze pirveli gadasaxadebi, romlebic iTvaliswinebda saxelmwifo

xazinaSi

ganTavsebuli

yoveli

xelisufleba

gamoscems

winaaRmdegâ&#x20AC;?. wels.

fulad

gadaricxvebs

sareklamo gancxadebidan. dadgenilebas

germaniaSi kanoni

igi iTvaliswinebda

reklamis

â&#x20AC;&#x153;

1889 w.

uxamsi

inglisis reklamis

Sesaxeb gamovida

sakmaod mkacr zomebs

masalebSi arasarwmuno informaciis

gazeTebSi

1886

sareklamo

miwodebis mimarT.

aSS – Si mimarTuli

erT-erTi pirveli iyo 1906 wels miRebuli kanoni

uxarisxo

sakvebi

preparatebis reklamirebis 1890

wels

gamoSveba. praqtikidan.

samedicino

winaaRmdeg.

germaniaSi

specializirebuli

produqtebisa

qalaq

citauSi

sareklamo Jurnalis

daiwyo

pirveli

Die Reclame ( “reklama”)

masSi moyvanili iyo sxvadasxva SemTxvevebi sareklamo Jurnali Seicavda samecniero – analitikur masalebs,

propagandas uwevda reklamis efeqtur meTodebs.

Mmokle

daskvnebi:

1. aRniSnul periodSi warmoiSva reklamis ZiriTadi saSualebebi: reklama presaSi,

beWduri reklama, gare

reklama da sxv.

2. paralelurad reklamasTn

viTardeboda

komerciuli

komunikaciebis sxva saxeobebic: pablisiti,

gamofenebi,

komivoiaJoroba, pirdapiri safosto reklama da sxv. 3. ganviTarda sareklamo saagentoebis saagentoebma

evolucia ganicada presaSi

gansaTavsebeli momsaxurebis

qseli. sareklamo reklamis

biuroebidan sareklamo saagentoebamde

sruli

cikliT.

4. safuZveli daedo saerToerovnuli da saerTaSriso reklamis formirebas.

5. ganviTarebul qveynebSi Cndeba sareklamo saqmianobis saxelmwifo regulirebis sistema.

reklamis adgili marketinguli komunikaciebis sistemaSi rogorc cnobilia, reklamas

marketinguli komunikaciebis

sistemaSi

erT-erTi centraluri adgili uWiravs.

gamovyoT

reklamis komunikaciuri maxasiaTeblebis ZiriTadi

niSnebi: 1.

arapiradi

myidvels mier,

xasiaTi.

sakomunikacio signali

potenciur

miewodeba ara piradad gasayidi saqonlis

aramed

sxvadasxva

Suamavlebia masobrivi

saxis

Suamavlebis

informaciis saSualebebi,

mwarmoeblis

meSveobiT.

Ees

sxvadasxva tipis

reklamis matareblebi _ plakatebi, abrebi, katalogebi da sxv. 2.

gamyidvelis

calmxrivoba.

myidvelisadmi

reklamis

pirobiToba. (gamyidveli

mimarTvis

Mmyidvelis sapasuxo reaqcia sareklamo mimarTvaze

SeiZleba sagrZnoblad dagviandes 3.

sareklamo

efeqtis

winaswar

sakomunikacio myidvelisgan

drois TvalsazrisiT. gansazRvris

urTierTobebSi bunebrivia

sizustis

ormxrivi

elis

kavSiri

gadawyvetilebas

reklamirebuli saqonlis SeZenis Sesaxeb),

pirobiT da sakmaod

gaurkvevel

faqti

xasiaTs

atarebs.

Sesyidvis

uamrav

gare

faqtorzea damokidebuli, romelTagan bevri reklamasTan aranair kavSirSi ar aris. maT aqvT subieqturi xasiaTi da praqtikulad aranair formulirebas ar eqvemdebarebian. magaliTad, mSvenivrad warmoebuli daemTxves gamoSvebisas.

organizebuli

braks aseT

sareklamo

reklamirebuli SemTxvevaSi

kompania

saqonlis

reklamas

SeiZleba

didi

SeuZlia

partiis

gaaZlieros

reklamirebuli saqonlis mimarT negatiuri damokidebuleba. gasaRebis sferoSi gauTvaliswinebeli naklovanebebis gamo kargad

warmoebulma

sareklamo

kompaniam

SeiZleba

uSedegod

Caiaros. 31

4. sazogadoebrivi xasiaTi.

igulisxmeba, rom reklamirebuli

saqoneli sazogadoebis mxridan miRebuli da kanonieria. Aai, ratom ver

vxvdebiT

narkotikebisa

kanonis

mier

akrZaluli

sxva

saqonlis reklamas. 5. sareklamo mimarTvaSi naTladaa gansazRvruli sponsori subieqti, visi xarjiTac da visi saxeliTac xorcieldeba reklama. igulisxmeba rom sareklamo

komunikaciis pirvelwyaro aris is,

vinc mas afinansebs. 6. reklamas ara aqvs pretenzia miukerZoeblobaze. sareklamo mimarTvebSi

ZiriTadi

yuradReba

mimarTulia

reklamirebuli

saqonlis an firmis upiratesobebze. Isini SeiZleba garkveul wilad gazviadebulic

iyos

amave

reklamirebuli saqonlis xania

Seguebulia.

Ees

dros,

iyos

miTiTebuli

naklovanebebi. Mmomxmarebeli amas didi garkveul

wilad

iwvevs

reklamisadmi

skepticizmsa da undoblobas. 7.

reklamis

sareklamo

TvalSi

mimarTvebis

sacemoba

mravaljeradi

darwmunebis

unari.

gameoreba

axdens

momxmarebelze garkveul fsiqologiur zemoqmedebas da ubiZgebs mas SeiZinos reklamirebuli saqoneli. reklamis yvela funqcia, iseve

rogorc

elementebisa,

marketingis

dadis

Semdeg

kompleqsis ZiriTad

sxva

miznebamde:

Semadgeneli moTxovnilebis

formireba da gasRebis stimulireba. reklamis

klasifikaciisas gamoiyeneba mravali kriteriumi

maT Sorisaa: 1. reklamis klasifikacia sponsoris, rogorc komunikaciis iniciatoris, tipis mixedviT. Aam mimarTulebiT gamoyofen reklamis Semdeg saxeliT,

saxeobebs: kerZo

mwarmoeblis pirebis

saxeliT,

savaWro

xelisuflebisa

Suamavlebis da

sxva

sazogadoebrivi institutebis saxeliT.

1.1

mwarmoeblebisa

savaWro

Suamavlebis

saxeliT

warmoebuli reklama, rogorc wesi, paralelurad xorcieldeba da metwilad

komerciul

mwarmoeblebis

xasiaTs

atarebs.

sareklamo

moRvaweoba

mier SeiZleba xorcieldebodes damoukideblad an

erToblivad sxva firmebTan erTad garkveuli erToblivi miznebis misaRwevad. Aaqedan gamomdinare, reklama SeiZleba iyos safirmo an korporaciuli. 1.2

kerZo pirebis saxeliT warmoebuli reklama ZiriTad

SemTxvevebSi

warmoadgens

RirsSesaniSnavi

gancxadebebs

movlenebis

yidva-gayidvis

qorwilis,

sxvadasxva

Sesaxeb,

saiubileo

TariRebis da sxvaTa aRniSvnis gamo. 1.3.

reklama warmoebuli xelisuflebis saxeliT warmoebs

gansazRvruli mizniT.

Aam

saxelmwifoebrivi saxis

reklamis

programebis

auditoria

ganxorcielebis

qveynis

mosaxleobis

ZiriTadi nawili an misi gansazRvruli kategoriebia. 1.4.

socialuri reklama arakomerciuli xasiaTisaa

da xels

uwyobs sazogadoebrivad mniSvnelovani principebis damkvidrebas da garkveuli miznebis miRwevas socialuri cxovrebis

gansazRvrul

sferoebSi. maT Soris SeiZleba avRniSnoT: bunebis dacva, cxovelTa dacva, saRaribesTan brZola, momxmarebelTa

uflebebis dacva da

sxv. 1.5

politikuri

ideebis,

reklama partiebis,

mimarTulia politikuri

gansazRvruli moRvaweebis

propagandisTvis. igi mimarTulia miznebis misaRwevad politikuri xelisuflebisaTvis brZolaSi. gansakuTrebiT aqtiurdeba reklamis es sfero winasaarCevno kompaniebis periodSi. 2.

miznobrivi auditoriis tipis mixedviT SeiZleba gamovyoT: a)

biznesis sferoze gansazRvruli reklama. (business-to- business);

individualur momxmarebelze gansazRvruli reklama.

3. sareklamo moRvaweobiT moculi teritoriis mixedviT mixedviT SeiZleba gamovyoT: a)

lokaluri

reklama

(moicavs

uSualod

vaWrobis

gansazRvrul monakveTs) b) regionaluri

reklama

(moicavs

qveynis

gansazRvrul

erovnuli

reklama

(mTeli

saxelmwifos

nawils) c) saerTo

masStabiT); d) saerTaSoriso reklama (tardeba ramdenime saxelmwifos teritoriaze) e) 4.

globaluri reklama ( zogjer moicavs mTel msoflios).

reklamis stratrgiuli mizani: a) moTxovnilebebis formireba; b) gasaRebis stimulireba.

reklamis klasifikacia zemoqmedebis saSualebaTa mixedviT, SemogvTavaza Cexma reklamistma b. geklma: a)

mxedvelobiTi reklama ( vitrinebi, beWduri reklama da sxva)

b) smeniTi reklama

(radioreklama, reklama telefoniT da

g) mxedvelobiT _ ynosviTi ( aromatizirebuli furceli); d) mxedvelobiT _ smeniTi 6.

(tele-kino da video reklama).

auditoriaze zemoqmedebis xasiaTis mixedviT gamoyofen xist da rbil reklamas: xisti

reklama

Tavisi

formiT

warmoadgens

momxmarebelze

agresiul zewolas, raTa aiZulos igi SeiZinos reklamirebuli saqoneli. amgvari reklama gaTvlilia xanmokle perspeqtivaze.

rbili

reklama

ara

marto

gvawvdis

informacias

gasayid

saqonelze, aramed qmnis mis irgvliv keTilganwyobis atmosferos. igi gaTvlilia saSualo da xangrZliv perspeqtivaze. 7.

sareklamo mimarTvis gadacemis saSualebaTa mixedviT Ggamoyofen Semdegi saxis reklamas: a)

beWdviTi (poligrafiuli);

b) gazeTebsa da JurnalebSi; c) radiosa da televiziiT; d) gare reklama abrebis saxiT da sxva ganvixiloT reklamis es saxeobebi ufro dawvrilebiT: a)

beWdviTi P(poligrafiuli) reklama

beWdviTi

reklama

aerTianebs

sareklamo

mimarTvaTa

iseT

matareblebs, rogoricaa: plakati, bukleti, prospeqti, katalogi, misaloci baraTi kalendari da beWduri produqciis sxva saxeobebi. Pplakati

aris SedarebiT did formatze dabeWdili sareklamo

mimarTva.

Mmas axasiaTebs

lakonuri teqsti.

P plakatze, rogorc wesi, gamosaxulia safirmo Llozungi, reklamirebuli saqoneli, firmis dasaxeleba da sxva. Bbukleti

aris

erTxel an ramdenjerme gakecili furceli,

romelic SeiZleba an mxolod teqsturi an mxolod ilustrirebuli, magram xSir SemTxvevebSi bukleti orive am elements Seicavs. Bukletis damzadeba sareklamo furcelze Zviri jdeba, magram samagierod igi vizualuri TvalsazrisiT ukeT gamoiyureba da met informaciasac Seicavs. Pprospeqti

broSuris tipis mravalfurcliani gamocemaa. igi gamoiyeneba prestiJuli reklamisaTvis da rogorc sazogadoebasTan urTierTobis ( Public Relations) saSualeba. xSir SemTxvevebSi prospeqtebs

iyeneben firmis, misi produqciis, TanamSromlebis da sxvaTa Sesaxeb informaciis misawodeblad. Kkatalogi

Sesrulebis formiT prospeqts waagavs. Kkatalogi Seicavs informacias ama Tu im firmis mier warmoebuli saqonlis Sesaxeb. masSi, rogorc wesi miTiTebulia fasebi.

beWdviTi

reklamis

nairsaxeobebs

agreTve

miekuTvneba:

safirmo

misaloci da sareklamo BbaraTebi, kalendrebi, etiketebi da sxva. poligrafiuli

reklamis

matarebelTa

damuSaveba

Semdeg

etapebs Seicavs; 1.

gadawyvetilebis miReba informaciis matareblis Sesaxeb – iqneba es sareklamo furceli, prospeqti, plakati Tu sxva.

gamosaxulebiTi da teqsturi elementebis damuSavebis etapi.

2.1

am etapze xdeba sareklamo saqonlis, mowveuli modelebis, interierebis, peizaJebis da Canafiqris gansaxorcieleblad saWiro sxva elementebis fotogadaReba.

2.2

mimdinareobs sareklamo teqstebis damuSaveba

2.3

gamosaxulebiTi

simboloebis

Seqmna

mxatvrebisa

dizainerebis mier. Mmimdinareobs kompoziciis damuSaveba da Sriftebis SerCeva. 2.4

Ddizainerebis

mier

SesaZlebelia

mza

gamosaxulebebis

kompiuteruli skanirebis gamoyeneba. 3.

SemoqmedebiTi original

da teqnologiuri procesebis Sedegia mza –

maketi.O

Mmaketi

unda

SeTanxmdes

damtkicdes damkveTis mier. sasurvelia daculi iyos gansazRvruli

formalobebi:

damkveTma

xeli

unda

moaweros original – makets an unda Sedges saTanado aqti maketis Cabarebis Sesaxeb. 4

poligrafiuli sareklamo produqciis warmoebis etapi

4.1.

produqciis warmoebis teqnologiis Sesaxeb gadawyvetilebisGmiReba. am dros bevri ram damokidebulia tiraJze. tipografiuli beWdvisas (ofseturi, maRali beWdva da sxv. ) aucilebelia formebis damzadeba.

4.2.

feradi tipografiuli beWdvisas Sualeduri stadia aris ferTa daSla, romlis procesSi xdeba feradi gamosaxulebis daSla oTx ZiriTad ferad.

4.3.

tipografiuli formebis damzadeba.

4.4.

tiraJis warmoeba. beWduri ( poligrafiuli ) reklamis damaxasiaTebeli

niSnebia: SedarebiTi siiafe, damzadebis operatiuloba; reklamis zogierTi matareblebi, magaliTad kedlis kalendrebi, momxmarebelTan

xangrZlivi

sareklamo

kontaqtis

saSualebas

sxvadasxva

gazeTebSi,

iZleva da sxv.

reklama presaSi

reklama JurnalebSi, saSualebiT.

presaSi

xorcieldeba

biuletenebSi, reklamis

katalogebSi

amave

saxeobas

sxv.

publikaciebis

ganekuTvneba

reklama

ganTavsebuli cnobarebSi da saxelmZRvaneloebSi. reklamis gamavrcelebeli saSualebis TvalsazrisiT periodul gamocemas gaaCnia Semdegi damaxasiaTebeli niSnebi: 1. mkiTxveli auditoriis Taviseburebebi, ama Tu im perioduli gamocemis â&#x20AC;?specializaciaâ&#x20AC;?; 2. gamocemis tiraJi; 3. gavrcelebis teritoria; 4. gamocemis perioduloba.

presaSi reklamis ganTavsebis dros gaTvaliswinebuli unda iyos is faqtori, rom gamocemis mkiTxveli auditoria maqsimalurad Tanxvedrili

iyos

auditoriasTan.

sareklamo

dRevandel

damaxasiaTebeli

xdeba

mimarTvis

pirobebSi

yuradRebis

miznobriv

sul

koncentracia

ufro mkiTxveli

auditoriis konkretul kategoriebze da maTi moTxovnilebebis dakmayofileba. gamocemis mniSvnelovani damaxasiaTebeli niSnebia tiraJi, realizaciis

moculoba,

reitingi

(auditoriis

saerTo

raodenoba). tiraJi

aris

gamocemis

dabeWdili

produqciis

egzemplarebis saerTo raodenoba. tiraJi sakmaod mniSvnelovani maCvenebelia, magram ar aris yovlismomcveli, vinaidan tiraJis nawili

momxmareblis

reklamis

mier

ganmTavseblebisTvis

informacia monacemebis

ama

Sesaxeb.

im xSir

SeiZleba metad

Seusyidveli

darCes.

mniSvnelovania

realuri

realizaciis

saSualo

gamocemis SemTxvevaSi

gamocxadebuli

tiraJi

aRemateba faqtobrivs. zogierT qveynebSi arsebobs specialuri saxelmwifoebrivi

organoebi,

romlebic

tiraJis

Sesaxeb

monacemebs akontroleben. magaliTad aSS-Si arsebobs tiraJis makontrolebeli specialuri biuro. gamocemis reitingi (auditoriis saerTo moculoba) aris gamocemis mkiTxvelTa raodenoba drois konkretuli monakveTSi. Pperiodul

gamocemebSi

reklamis

efeqturobis

iseT

faqtorebTan erTad, rogoricaa tiraJi, reitingi, mkiTxveli da miznobrivi auditoriis Tanxvedriloba, mniSvnelovani adgili ukavia

agreTve

dakabadonebis

iseT

maxasiaTeblebs,

(gverdebad

Sekvris)

rogoricaa

teqnologiaa,

reklamis

sagazeTo

Jurnalis gverdebze misi ganTavsebis adgili da kompozicia. eqspertebis

mier

Catarebuli

gamokvlevebis

safuZvelze

sareklamo

zolebi

aRqmadobis

simartivis

TvalsazrisiT

gamoiyureba Semdegnairad: me-4-e; 1-li; me- 6-e; me-5-e; me-2-e; me-3-e. Ggamocemuli gamoyofen

maT

gazeTebis

Semdeg

mravalferovnebidan

saxeobebs:

mxatvrul-literaturuli;

pirobiTad

sazogadoebriv-politikuri;

saqmian-

finansuri

gamocemebi,

sareklamo gancxadebaTa gazeTebi. zog SemTxvevaSi gaerTianebulia

zemoT

CamoTvlili

gamocemaSi

saxeobebis

niSnebi.

magaliTad gazeTs SeiZleba hqondes sazogadoebriv_politikuri, literaturul_mxatvruli, finansuri da sxva ganyofilebebi da garda amisa, sakmaod didi gancxadebaTa bloki. sagazeTo

reklamis

upiratesoba

isaa,

rom

sazogadoebis sakmaod did nawils, axasiaTebs

igi

moicavs

moqniloba da

operatiuloba. Nnaklia is, rom mas aqvs arsebobis xanmokle periodi (saSualod 24 sT.) da vizualuri masalis mowodebis SedarebiT dabali xarisxi Jurnalebi arsebobs sazogadoebriv _ politikuri, mxatvrul _

literaturuli,

profesionaluri

specializirebuli

Jurnalebis

komerciuli

specializaciis

TvalsazrisiT

SeiZleba gamoiyos iseTi kriteriumebi, rogoricaa:

mkiTxveli

auditoriis sqesi, asaki, cxovrebis wesi, xobi, profesia. Pprofesionaluri Jurnalebi gaTvaliswinebulia konkretul

sferoSi

momuSave

adamianebisTvis

romelime

(

magaliTad

specializirebuli Jurnalebi programistebisTvis, marketingis sferoSi

momuSave

adamianebisTvis,

profesionali

fotografebisTvis, dizainerebisTvis, musikosebisTvis da sxv.) Jurnalis formati saSualebas gansakuTrebiT

iZleva.

sakmaod farTo informaciis JurnalebSi

feradebi,

ganTavsebis

moTavsebuli

ZiriTadad

gacilebiT

xarisxisaa, vidre gazeTebSi. dRes arCeviTobis

fotoebi, maRali

maRali donis

fonze Jurnalebi (gansakuTrebiT profesionaluri) warmoadgenen

sareklamo mowodebis

gadacemis erT-erT saukeTeso saSualebas.

zog

reklamis

SemTxvevebSi

saxeoba

efeqturobis

TvalsazrisiT pirdapiri marketingis meTodebsac Seedreba. reklama

Jurnalis furclebze sakmaod ZviradRirebulia.

magaliTad, saerToerovnul amerikul ilustrirebul JurnalSi erTi sareklamo gverdi damkveTs SeiZleba

80_90 aTasi dolari

daujdes. presaSi reklamis erT-erTi nairsaxeobaa reklama cnobarebSi da saswavlo_saganmanaTleblo literaturaSi. maTi upiratesoba isaa, rom

gazeTebTan da JurnalebTan SedarebiT maT arsebobis

meti dro gaaCniaT da hyavT meti meoradi auditoria.

satelevizio, radio, kompiuteruli reklama. gare reklama. reklama transportze

Eekranuli reklama moicavs video da kino rgolebs, slaidebs da sxv. Mmza sareklamo rgolebi SeiZleba translirebuli sxvadasxva reklamis

satelevizio

arxze.

televiziiT

formebidan

SeiZleba

aRvniSnoT

iqnas

gadmocemuli â&#x20AC;&#x153;

morbenali

striqoniâ&#x20AC;? savaWro niSnis demonstrireba statiur CanarTebze da sxv. Kkinorgoli

aris

kinofirze

gadaRebuli

gaxmovanebuli

kinofilmi, romelic gaTvaliswinebulia videoze gadasatanad an eTerSi gadasacemad specialuri kinomowyobilobis saSualebiT. dRes

sareklamo

mauwyeblobis

saSualebas

sul

ufro

iSviaTad iyeneben. videorgoli aris gaxmovanebuli filmi, romelic magnitur lentzea Cawerili.

Kkino

videorgolebs

SesrulebaSi. A am naturuli,

axasiaTebT

msgavseba

Janrobriv

SeiZleba

gamovyoT

saTamaSo,

kuTxiT

multiplikaciuri

(animaciuri)

grafikuli

rgolebi. dRes

farTo

ganviTareba

hpova

animaciurma

sareklamo

rgolebma. Eekranuli reklamis es saxeoba ideis gaSlis farTo saSualebas

iZleva.

sazogadoebis qmnis

mxridan

animaciuri

mxridan

igi

garda

amisa,

dadebiTi

reklamis

xSirad

multfilmebis

ganwyobileba

karg

ganviTarebisTvis.

dasvenebad

mimarT pirobebs

Mmayureblis

aRiqmeba

agreTve

damaxsovrebis didi unari gaaCnia. Mmultiplikaciur

reklamaSi

specialuri

efeqtebis

gamoyenebis sul ufro mzard saSualebebs iZleva kompiuteruli animaciis ganviTareba. Mmultiplikaciuri Sromatevadia,

reklamis

damzadebis

did

nakli

isaa,

rom

dros

saWiroebs

igi da

Zalian sakmaod

ZviradRirebulia. translaciis xangrZlivobis mixedviT pirobiTad gamoyofen blic_rgolebs, gaSlil da sareklamo_sademonstracio rgolebs. Bblic rgolis xangrZlivoba 15-20 wamia. ramdenadac aseT mcire

droSi

miwodeba,

Znelia

didi

moculobis

mqone

informaciis

blic_rolikebi ZiriTadad gamoiyeneba

e.w. â&#x20AC;?sufTaâ&#x20AC;?

reklamisTvis (sadac molod firmiss saxelwodebaa moniSnebuli), an savaWro reklamaSi ukve nacnobi saqonlis SexsenebisaTvis. gaSlili reklamirebuli

rgoli firmisa

grZeldeba da

misi

wamze

saqonlis

metxans, Sesaxeb

rac ufro

dawvrilebiT informaciis mowodebis saSualebas iZleva. rogorc zemoT avRniSneT, rgolebi arsebobs

sareklamo,

sademonstracio da ofisebis damswreTaTvis saCveneblad. aseTi rgolebis

Cvenebis

dro

SeiZleba

iyos

sakmaod

xangrZlivi,

ramdenadac

isini

moicaven

informacias

firmis

istoriaze,

sawarmoebSi mimdinare procesebis Sesaxeb da sxv. sareklamo rgolebis damzadeba sakmaod rTuli, sakmaod xangrZlivi da ZviradRirebuli procesia. igi sxvadasva saxis specialistebis:

prodiuserebis,

scenaristebis,

operatorebis,

zogjer msaxiobebis, kompozitorebis, momRerlebisa da sxvaTa gamoyenebas moiTxovs. televizia erT-erTi

sareklamo

yvelaze

erTdrouli

mowodebis

efeqturi

vizualuri

sareklamo

saSualebaa. misi smeniTi

gadmocemis

upiratesobebia:

zemoqmedeba;

esa

movlena moqmedebaSia mocemuli, rac xels uwyobs mayureblis aqtiur CarTvas warmodgenil sanaxaobaSi; Tematur gadacemebSi mayureblis miznobrivi SerCevis saSualeba; mowodebis piraduli xasiaTi: (magaliTad, arsebobs gadacemebi, romlebic uSualod Seqmnilia produqciis gasaRebisTvis.) telemayurebels SeuZlia telekavSiris saSualebiT SeukveTos da SeiZinos reklamirebuli saqoneli.

telereklamis

upiratesobaa,

agreTve,

Zalian

didi

auditoria. telereklamis mayurebeli,

ZiriTadi

romelmac

damkveTisTvis

ver

faqtiurad

naklia

naxa

esa

dakargulia,

misi

xanmokleoba.

telemowodeba

mowodeba

ganmeorda. Aamitom finansuri SesaZleblobebidan gamomdinare, reklamis

damkveTi

cdilobs

misi

sareklamo

rgoli

rac

SeiZleba xSirad ganmeordes sxvadasxva telearxze. xazi unda gaesvas

imas

rom

swored

sxvadasxva

arxebze

ganTavsebuli

reklamaa ufro efeqturi, ramdenadac, rogorc wesi, telemimRebs drois konkretul momentSi mxolod erTi telearxis gadacemis unari gaaCnia. telereklama

ganekuTvneba

reklamis

yvelaze

ZviradRirebul saSualebebs. magaliTad, amerikuli televiziiT

satelevizio drois yvelaze â&#x20AC;?cxelâ&#x20AC;? saaTebSi reklamis erTi wuTis

Rirebulabam

(zogjer

metic,

SeiZleba

Seadginos

gansakuTrebiT

150

aTasi

sportuli

dolari

gadacemebis

msvlelobisas) radioreklama. Radioreklamis ganviTarebas xels uwyobs sxali radiosadgurebis warmoSoba. erTmaneTTan konkurenciis fonze

isini

did

yuradRebas

aqceven

TavianTi

gadacemebis

Sinaarssa da mravalferovnebas. rogorc masobrivi informaciis sxva

saSualebebi,

diferencirebas.

radios,

upiratesobebia: arCeviToba,

radiosadgurebic

farTo

iwyeben

auditoriis

reklamis

saSualebis

rogorc

auditoria

operatiuloba,

gadmocemis

gadmocemis cocxali

sixSire,

xasiaTi

sareklamo gancxadebebze SedarebiT dabali fasebi. radios ismenen yvelgan _ saxlSi, transportSi, samsaxurSi. misi mosmena SesaZlebelia ZiriTadi saqmianobidan mouwyvetlad. amdenad,

radioreklamis

msmenelTa

auditoria

sakmaod

mravalferovania. reklamisTvis

radios

gamoyeneba

Zalian

mosaxerxebelia

adgilobrivi mewarmeebisaTvis. Ees dakavSirebulia imasTan rom, radio

dRis

ganmavlobaSi

mravaljeradi momxmarebels

ganmeorebis SeiZinos

ama

saSualebas

sareklamo iZleva

SemoTavazeebuli

mowodebis mouwodebs

saqoneli konkretul

savaWro dawesebulebebSi. sareklamo

radiorolikebi

xangrZlivobiT

aRemateba

telerolikebisas. isini, rogorc wesi, 30-60 wamis ganmavlobaSi grZeldeba. radioreklamis Rirebuleba SedarebiT dabalia, rac mcire zomis

firmebsa

ganTavsebis

saSualebas

radioreklama

sawarmoebs aZlevs.

efeqturia,

radioarxebze

unda

rogorc

aRiniSnos satelevizio

reklamis isic

rom

reklamis

damxmare

saSualeba.

zemoqmedeba

momxmarebelze

aseTi

kompleqsuri

efeqturobismaCveneblebs 50%-mde zrdis.

radioreklamis

naklia

is,

rom

mas

mxolod

smeniTi

saSualebebi gaaCnia. garda amisa, reklamis aRqmisTvis msmenelTa yuradgebis

koncentracia

SedarebiT

dabalia,

ramdenadac

msmeneli xSir SemTxvevaSi raRaca saqmianobiTaa dakavebuli _ mihyavs

manqana,

radioreklamaSi

amzadebs

saWmels

msmenlis

yuradRebis

sxv.

amitomac

misaqcevad

didi

mniSvneloba aqvs iumors, xSir ganmeorebasa da sxv. gare

reklama

aris

sareklamo

saSualeba,

romelic

warmoadgens tipografiuli saSualebebiT dabeWdil plakatebs, naxat abrebs an ganaTebul tabloebs, romlebic ganTavsebuli sagzao

moZraobis

SedarebiT

xalxmraval

adgilebSi,

saavtomibilo trasebisa da sarkinigzo gzebis gaswvriv. gare reklamis ZiriTadi matareblebia sareklamo farebi, transportis

gaCerebebze

eleqtromeqanikuri gamosaxulebebiT, staconaluri

farebi RerZze

panoebi

ganlagebuli periodulad

damagrebuli

Senebebze,

abrebi, cvalebadi

manaTobeli

moculobiTi

yuTebi,

konstruqciebi

(magaliTad, COCA-COLA-s boTlis, sigaretis kolifis da sxva. uSvelebeli moculobis maketebi (romlebic moZraobs qariT an specialuri

brunvadi

meqanizmis

meSveobiT)

â&#x20AC;?morbenali

striqoniâ&#x20AC;? da sxv. mayurebelTan sareklamo kontaqtis dro sakmaod mcirea, radgan sareklamo informaciis aRqma xdeba moZraobis dros. Ggamomdinare aqedan, gamomdinare teqsti unda iyos racSeiZleba mokle

lakonuri,

gamosaxuleba

gamomsaxveli

yuradRebis mimqcevi. gare reklamis gamoyeneba efeqturia, rogorc auditoriis yuradRebis misaqcevi saSualeba. amdenad, isini xSirad arian

ganlagebuli sareklamo obieqtTan uSualo siaxloveSi. Ggare reklamas

iyeneben

agreTve,

rogorc

sareklamo

obieqtisaken

mimarTulebis maCevenebels. gare reklama audituriis farTo masebs moicavs da es misi erT-erTi

yvelaxe

mniSvnelovani

upiratesobaa..

auditoriaze

zemoqmedebis maRali maCvenebeli imiTacaa ganpirobebuli, rom gare reklama demonstraciis xangrZlivi peiodiT xasiaTdeba. es periodi TveebiT, zogjer ki wlebiTac SeiZleba ganizomebodes. Ggare

reklamis

naklia

is,

rom

misi

ganxorcieleba

SedarebiT did vadebTanaa dakavSirebuli. aq igulisxmeba gare reklamis

ganTavsebisTvis

procedura,

sareklamo

saTanado faris

uflebaTa

montaJisTvis

gaformebis municipaluri

organoebis Tanxmobaa saWiro da sxv. garda amisa, atmosferuli movlenebis (qari, wvima,Tovli da sxv.) zemoqmedebis Sedegad droTa ganmavlobaSi mcirdeba gamosaxulebis xarisxi. amdenad, gare

reklamis

matareblebi

damkveTis

mxridan

regularul

kontrols saWiroeben, rac aseve sakmaod rTuli procesia. kompiuteruli

reklama

moicavs

reklamas

diskebze,

CD-

diskebze, da sxv. da agreTve, kompiuterul qselebSi ganTavsebul reklamas. kompiuteruli

reklama

reklamis

erT-erTi

yvelaze

axalgazrda da perpeqtiuli saxeobaa. 1994 wels kompaniam Nando .Net

Seqmna ramdenime web-kvanZi kompiuterul qselSi sareklamo

farTis gamoyofisaTvis. am momentidan dasabami eZleva internetreklamas.

imave

welss

Seiqmna

pirvali

amerikuli

internet-

Jurnali Hot wired. maTma Semqmnelebma reklamis damkveTebis Zieba daiwyes

sareklamo

sul farTi

raRac

erT

gayiduli

TveSi

iyo.

mTeli

eleqtronuli

internetSi

reklamisTvis

danaxarjebi izrdeba geometriuli progresiiT. 1995 wels maT Seadgines 10-15 amerikuli dolari.

1998 wels ki maCvenebeli gaizarda 1,5 miliard dolaramde. amgvari zrda xorcieldeba ZiriTadad aSS da zogierTi sxva ganviTarebuli qveynis xarjze. es imiTia ganpirobebuli, rom am qveynebSi

sainformacio

Tanxebia

gamoyofili.

sargeblobda

62,8

teqnologiebis 1999

mln.

wels

adamiani,

ganviTarebaze

didi

momsaxurebiT

Web-

dasavleT

evropaSi

aSS mln;

aziasa da wynari okeanis regionSi 14,3 mln (maT Soris iaponia-6,5 mln), laTinur amerikaSi 4,8 mln internetis

uSvelebel

informaciaSi

Tavisufali

megzurebis rolSi gamodian maZiebeli sistemebi, romlebic xSir SemTxvevaSi

gaerTianebuli

arian

Tematuri

katalogebiT.

ucxoeTis yvelaze popularuli sistemebia: Yahoo, Exite,Lycos, Hot bot, Alta da sxva. gasaRebi sityvebis da maZiebeli sistemebis gamoyenebiT SeiZleba sakmaod swrafad sasurveli Tematikis saitebze gasvla. qselSi katalogebi.

informaciis sasurveli

saZiebeli saitebis

kidev

erTi

ZebnaSi

formaa

momxmarebeli

rubrikidan rubrikamde gadadis katalogis siRrmeSi, sanam ar xvdeba im nawilSi, romelic Seicavs saWiro sias. maSasadame, eleqtronul qselSi reklamis efeqturoba damokidebulia

saZiebel

sistemebsa

katalogebSi

saitis

registreciaze (indeqsireba). reklama masebze

transportze

efeqturi

warmoadgens

zemoqmedebis

auditoriis

saSualebas.

did

satransporto

reklamis Semdeg ZiriTad matareblebs gamoyofen: a) sareklamo planSetebi moTavsebulebi salonis SigniT; b)transportze

ganlagebuli

gare

reklama

(ganTavsebuli

satransporto saSualebebis bortebze); g)

stacionaluri

reklama

moTavsebuli

metros

sadgurebze,

gaCerebebze, sarkinigzo sadgurebze da sxv.

reklamas sareklamo

transportze

fari,

didi

romelic

mobiluroba

ganTavsebulia

axasiaTebs.

satransporto

saSualebis (avtobusi, troleibusi, samarSuto taqsi da sxv.) bortebze,

mTeli

dRe

reklamis

upiratesoba

â&#x20AC;?mogzaurobsâ&#x20AC;? isaa,

rom

qalaqSi. mas

satransporto

zemoqmedebis

didi

xangrZlivoba axasiaTebs. adamiani Zalauneburad

transportSi ecnoba

mis

xangrZlivi

salonSi

mgzavrobisas

gamokrul

sareklamo

gancxadebas. sagulisxmoa, ganTavsebuli

gancxadebebi.

momxmarebels aRniSnul

agreTve,

gauCinos

telefonze

sxvadasxva maTi

survili an

cnobarebSi

ZiriTadi

mizania

dauyovnebliv

darekos

damatebiTi

informaciisTvis

piradad Seiaros firma-komunikatoris ofisSi. cnobarSi gancxadebul gancxadebas sasurvelia axldes elementebi, romlebic gamoarCevs mas sxva mravali amgvari gancxadebidan. Aase, magaliTad, damatebiTi feris Setana 4,5jer zrdis sarelamo momarTvis mimzidvelobas. SeiZleba agreTve

sareklamo

elementebis

moTavseba,

gancxadebaze Tuki

safirmo

reklamis

stilis

damkveTma

kargi

reputacia daimsaxura momxmareblis mxridan. bolo

dros

farTo

moxmareba,

rogorc

reklamis

matarebelma, hpova e.w. stikerebma. Tuki stikeris Sesrulebis esTetiuri da teqnologiuri done maRalia, SesaZlebelia TviTon

momxmarebelma

gadaitanos

igi

Tavis

samuSao

adgilze (magida, kompiuteri da sxv.), manqanaze, moxmarebis sagnebze da sxv.

safirmo stili da brendi safirmo stilis elementebi gaCnda jer kidev Zvel droSi. es elementebi Tavdapirvelad sakmaod primitiuli iyo.

ase

magaliTad,

kargi

xelosnebi,

romlebic

maRali

xarisxis saqonels qmnidnen, TavianT produqcias pirad daRs asvamdnen. myidvelebi, romlebmac ukve icodnen am xelosnebis maRali profesiuli done, cdilobdnen SeeZinaT saqoneli romelzec es niSnebi iyo amotvifruli. rogorc ukve zemoT avRniSneT, Sua saukuneebSi ukve gaCnda

cexuri

korporaciuli

savaWro

markebi.

warmoebis

centralizaciasTan erTad, ganmasxvavebeli savaWro niSnebis mniSvneloba sul ufro izrdeboda. XIXs

SuaSi

aSS-Si

dasavleT

evropis

qveynebSi

saerToerovnuli savaWro markebis warmoSobis winapirobebi iqmneba. mzardi konkurenciis pirobebSi msxvil mewarmeTa ZiriTadi amocana xdeba uSualo konkurentebisgan sakuTari Tavis identifikacia. Aaman xeli Seuwyo saerToerovnuli da saerTaSoriso â&#x20AC;&#x153;Zlieriâ&#x20AC;?

brendebis

savaWro

teqnologiebma

formirebas.

niSnebis

daamtkices

XXs.

Seqmnis

TaviaanTi

Sua

xanebSi

marketingulma

maRalefeqturoba

farTod dainergnen praqtikaSi. safirmo stili warmoadgens brendis formirebis erTerT saSualebas da imavdroulad _ brendingis elements. safirmo stilis ZiriTadi mizania mocemuli firmis nawarmis urTierTSoris identifikacia da misi kavSiri firmasTan da meore _ firmis produqciis gamoyofa konkurentebis mier warmoebuli stilis

msgavsi

arseboba

nawarmis

maCvenebelia

saerTo imisa,

masisgan.safirmo rom

mwarmoebeli

darwmunebulia imaSi,rom mis mier warmoebuli produqcia dadebiT STabeWdilebas axdens momxmarebelze. safirmo stilis erT-erTi amocanaa Seaxsenos myidvels is dadebiTi emociebi, romlebic man adre ganicada ama Tu im firmis mier warmoebuli produqciis Sesyidvisas. Aamgarad, safirmo stilis arseboba, garkveul wilad, aris saqonlisa Tu momsaxurebis maRali safirmo

stili

orientaciaSi, romelmac

xarisxis garanti. xels

exmareba

ukve

kargi

uwyobs

ipovos

momxmarebels

sasurveli

reputacia

saqoneli,

daimsaxura.

agreTve

safirmo stili saSualebas aZlevs firmas SedarebiT mcire danaxarjebiT

gaitanos

safirmo

stili

uwyobs

ara

(magaliTad,

amaRlebs

marto

marketinguli

bazarze

Tavisi

reklamis

reklamis,

komunikaciebis

axali

saqoneli.

efeqturobas,

aramed

firmis

erTianobis

pres-konferenciebis

Catareba,

xels sxva

miRwevas prestiJuli

prospeqtebis gamoSveba da sxv.) safirmo stili aerTianebs firmis TanamSromlebs, qmnis saerTo saqmisaTvis moRvaweobis erTianobis SegrZnebas da agreTve dadebiT gavlenas axdens firmis esTetiur donesa da vizualur garemoze. Aamerikis marketinguli asociaciis ganmartebiT

brendi

aris _ â&#x20AC;&#x153;sityva, dasaxeleba, gamonaTqvami, niSani, simbolo, dizaineruli mizania

gadwyvetileba,

konkretuli

gamyidvelis

maTi

kombinacia,

romlis

gamyidvelTa

jgufis

saqonelisa Tu momsaxurebis aRniSvna, konkurentebisgan maTi gamoyofis mizniT.â&#x20AC;? Uufro farTo gagebiT, brendi moicavs TviTon saqonels an

momsaxurebas

Tavisi

yvela

parametriT,

daxasiaTebaTa

kompleqsiT, asociaciebiT, romlebc gaaCnia momxmarebels da

miawers maT ama Tu im saqonels ( saqonlis imiji), agreTve garkveuli upiratesobebis dapireba mwarmoeblebis mxridan.

Ffsiqologiuri

motivebi

reklamaSi reklamis

mizans

warmoadgens

“adamianTa

cnobierebaSi

mimdinare procesebze zemoqmedeba” (reklamis sferoSi cnobili amerikeli

specialistebis

sendijis,

fraiburgeris,

rotcolis, gamonaTqvami maTi fundamenturi Sromidan reklamis Sesaxeb). M

msgavsi

yuradRebis

daskvna miqcevis

qmnis

fsiqologiis

aucileblobas,

problemebisadmi

rodesac

ganvixilavT

momxmarebelze ama Tu im sareklamo mowodebis zemoqmedebis meqanizms.

Uunda

aRiniSnos,

rom

fsiqologiis

mecnierebis

miRwevaTa aqtiurma gamoyenebam axal simaRleze aiyvana reklamis praqtika. sareklamo mxardaWeram, aqtiur

biznesis Tavis

problemebma,

misma

xeli

fsiqologiis

mxriv

gamokvlevebs.

Ees

Seuwyo

materialurma

urTierTdamokidebuleba

dargSi imdenad

mWidroa, rom daaxloebiT XX saukunis 60-ian wlebSi gamoyofa daiwyo

ekonomikuri

rogoricaa

reklamis

fsiqologiis fsiqologia.

iseTma Bbolo

mimarTulebam, aTwleulis

ganmavlobaSi man farTo ganviTareba hpova da damoukidebeli gamoyenebiTi

socialur_fsiqologiuri

mecnierebis

statusi

miiRo. sareklamo fsiqologiis erT-erTi cnobili rusi specialisti r. mokSancevi problemis Sefasebisas kidev ufro kategoriulia. is ambobs: “reklama saerTod srulebiTac ar aris mxolod

informacia, rogorc Tavidan SeiZleba mogveCvenos. reklama es aris swored adamianTa fsiqologiuri programireba.” sareklamo

mowodebebSi

gamoyenebuli

motivebi

pirobiTad

erTiandeba sam did jgufSi: 1. racionaluri; 2. emociuri; 3. socialuri (zneobrivi). 1. racionalur motivebs ganekuTvneba: 1.1

janmrTelobis produqtebis sagnebis

motivi sportuli

gamoiyeneba saqonelis,

reklamirebis

dros.

xarisxiani

piradi

magaliTad

higienis SeiZleba

moviyvanoT mineraluriwylebis, saReWi rezinis “orbiti Saqris gareSe,” “diroli qsilitiT” da sxv. sxvadasxva vitaminizirebuli produqtebis, sportuli trenaJorebis, ekologiurad sufTa saSeni masalis da sxvaTa reklama. 1.2

momgebianobis motivi.

zogjer mas uwodeben ekonomikur

motivs. igi efuZneba momxmareblis survils ekonomiurad xarjos

arsebuli

saxsrebi,

swored

motivi

iyo

gamoyenebuli sarecxi saSualebebis reklamirebisas _ mag: Gala _ ” araviTari sxvaoba! ratom vixadoT zedmeti? da sxva. 1.3

saimedoobis da garantiis motivi. aris

wamyvani

rogoricaa

faqtori

sadazRvevo

ekonomikis da

sabanko

riskis Semcireba iseT saqme.

dargebSi, Ees

motivi

xSirad gamoiyeneba sxvadasxva bankebis da sadazRvevo kompaniebis

reklamirebis

dros.

Mmagram

aris

erTaderTi sfero sadac aRniSnuli motivi gamoiyeneba. amis magaliTia sarecxi manqana Indezit _ is reklama. “indeziti” gemsaxurebaT didxans. 1.4

moxerxebulobisa da damatebiTi upiratesobebis motivi

Ggulisxmobs garkveuli saxlSi

dapirebas saqmianobis

arsebuli

magaliTisTvis

sareklamo

Semsubuqebas,

pirobebis

SegviZlia

mimarTvebSi warmoebasa

gaumjobesebas

moviyvanoT

saparsi

a.S.

dazgis

Gillette _ is reklama da sxv. 2.

emociuri

motivi

“TamaSobs“

momxmareblis

survilze

CamoiSoros uaryofiTiYda miaRwios dadebiT emociebs. 2.1.

Tavisuflebis

motivi

ganisazRvreba

moTxovnilebiT

damoukidebloba

cxovrebis

motivis

miswrafebiT

gamoyenebis

saSualebebis,

daicvas

sxvadasxva

magaliTia

kontaqturi

adamianis sakuTari

sferoSi.

qalTa

linzebis,

Aam

higienuri

akumulatorebze

momuSave naTurebis, avtonomiuri energogeneratorebis da sxv. reklama. 2.2.

SiSis

motivi.

SezRudulia

motivis

sareklamo

praqtikis

kodeqsiT.

igi

saketebis

reklamirebisas,

saSualebebis

gamoyeneba

gamoiyeneba

reklamirebis

mniSvnelovnad saerTaSoriso

saavtomobilo agreTve

piradi

dros

sxva

higienis

sxvadasxva

antireklamaSi, rogoricaa brZola sigaretis

saxis mowevis,

narkotikebis, alkoholizmis winaaRmdeg, SidsTan brZola da sxv. 2.3.

sakuTari mniSvnelovnebisa da TviTrealizaciis motivi. efuZneba

adamianis

moipovos

Tavis

bunebriv

moTxovnilebas

garemocvaSi,

aRiareba

aamaRlos

Tavisi

socialuri statusi, miaRwios garkveul imijs da a.S. magaliTisTvis

SeiZleba

moviyvanoT

sabanko

reklama:

“mxolod soliduri klientebisTvis.” Ees motivi xSirad gamoiyeneba reklamirebisas,

prestiJuli agreTve

markis maRali

avtomanqanebis

xarisxis

kosmetikis

reklamaSi: mag: kompania L ′Oreal _is reklama: “ me xo amas vimsaxureb! ” da sxv. 2.4.

mimsgavsebis

motivi

daemsgavsos

Tavis

axalgazrda

iyenebs

ideals.

pirvel

adamianebs,

Camoyalibebulan

adamianis rigSi

romlebic

pirovnebebad,

survils

exeba

jer

CamoyalibebiaT

sakuTari gemovneba da gaaCniaT dabali TviTSefaseba. Aaris reklamebi, rodesac kadrs miRma xma ekiTxeba ama Tu

cnobil

momRerali,

pirovnebas,

kinovarskvlavi

iqneba Tu

sxv.

saestrado

”raSia

Tqveni

silamazis saidumlo?“ da sxv. 2.5.

aRmoCenis

motivi

efuZneba

adamianis

iseT

Tvisebas,

rogoricaa cnobismoyvareoba da axlisaken miswrafeba. reklamaSi

igi

realizacas

hpovebs

rogoricaa “aRmoaCineT TqvenTvis...,” da ar inanebT,”

iseT

mowodebaSi,

“mxolod gasinjeT

“SeigrZeniT gansxvaveba...” da a.S.

2.6.

siamayisa da patriotizmis motivi.

2.7.

siyvarulis

motivi

xSirad

gamoiyeneba

saCuqrebis,

saTamaSoebis bavSvTa movlisaTvis saWiro saSualebebis reklamirebisas. mwarmoebeli

Mmag:

sabavSvo

iyenebs

Semdeg

sakvebis

mimarTvas:

Hipp-is

“siyvaruliT

Tqveni patarisaTvis.”……. 2.8.

sixarulisa da iumoris motivi miwodebis

naTeli,

xalisiani

gamoiyeneba informaciis ferebiT

miwodebis

saSualebiT. mag: pitnis abebi “rondo” _ “Cveni treneri _super – bizonia! “ da sxv. 3.

zneobrivi da socialuri motivebi _ zemoqmedeben iseT faqtorebze sareklamo

rogricaa mimarTvebSi

samarTlianoba

wesiereba.

xSirad xazi esmeva iseTi mwvave

socialuri

problemebis

gadaWris

aucileblobas,

rogorcaa garemos dacva, wesrigis dacva da sxv. 3.1.

samarTlianobis motivi gamoiyeneba saqvelmoqmedo fondebis, sazogadoebrivi organizaciebis, politikuri kompaniebis reklamirebis dros.

3.2.

garemos dacvis motivi dRevandel pirobebSi am problemis sxvadasxva iyeneben

gamwvavebis firmebis

xelovnuri

fonze

mier.

bewvis

xSirad motivs,

gamoiyeneba

rogorc

mwarmoebeli

wesi

kompaniebi,

dezodorebis mwarmoeblebi, romlebic xazs usvamen, imas rom meti produqcia ar Seicavs atmosferos damangrevel minarevebs da sxv. 3.3

wesierebis motivi efuZneba ZiriTad moralur faseulobebs: sikeTe, simarTle da sxv. mag: sagadasaxado samsaxuris reklama “ gadasaxadis drouli SetaniT, Tqven uzrunvelyofT moxucebs; “ an socialuri reklama: “ daurekeT MmSoblebs” da sxv.

3.3.

TanagrZnobis motivi ganisazRvreba adamianis mier sxvisi ubedurebisa da mwvave problemebis gaziarebiT. is farTod gamoiyeneba sazogadoebrivi organizaciebis (wiTeli jvris sazogadoeba, maSvelTa armia da sxv.) agreTve sxvadasxva saqvelmoqmedo fondebis reklamaSi. mxatvruli mimarTuleba sareklamo saqmianobaSi. xelovneba, anu mxatvruli Semoqmedeba reklamaSi niSnavs mets,

vidre grafikosis, fermweris an ilustratoris muSaobas. Ees sityva (igulisxmeba sareklamo

mxatvruli

gancxadebis

Semoqmedeba) mTel

vizualur

Tavis

TavSi

moicavs

warmodgenas:

rogoraa

ganlagebuli sityvebi erTmaneTis mimarT, rogoria Sriftis saxeoba da zoma, fotoebisa da ilustraciebis arseboba da agreTve is, Tu

rogoraa

isini

ganlagebuli

erTmaneTis

mimarT.

gaformebis

xelovneba aseve moicavs fotosuraTisa Tu ilustraciis stils, feris gamoyenebis saSualebebs da imas, Tu rogor urTierTkavSirSi arian es elementebi ganlagebis, zomisa Tu proporciis mxriv. Mmokled rom vTqvaT,

Tu teqsti _ es aris is,

gveubneba gancxadeba, mxatvruli gaformeba es aris is, gviCvenebs. Ees Tanabrad exeba,

rasac

rasac igi

rogorc beWdur, aseve satelevizio

reklamasac. Mmxatvruli redaqtorebi iseve monawileoben sareklamo teqstis SeqmnaSi, rogorc TviT teqstis avtorebi.

ratom ? imitom,

rom maTTvis didi mniSvneloba aqvs imas Tu rogor gamoiyureba reklma. Mmetsac vityodiT: bevri miRebulia

mxatvruli

msxvili saagentos redaqtorebis

radioreklamisTvis teqstebis SeqmnaSi.

praqtikaSi

monawileoba

isini Tvlian, rom efeqtur

radioreklamaSi bgerisa da sityvis kombinacia qmnis vizualur sityvier suraTebs msmenelis gonebaSi. Aase rom, reklamis yvela saxeobaSi

gamoiyenebaYxelovneba,

Tundac,

zog

SemTxvevaSi,

xelovnebis am saxeobas ar hqondes kavSiri reklamis damkveTis saqmianobasTan, bazarTan, an konkretul sareklamo mowodebasTan. Mmxatvruli gancxadebis teqstis

redaqtori

vizualuri

avtorTan

pasuxismgebelia

Sesrulebisa.

erTad

Aamitom

monawileobs

sareklamo

igi,

Cveulebriv,

gancxadebis

koncefciis

Tavdapirvel SemuSavebaSi. Mmas SeuZlia Seasrulos Canaxatebi da eskizebi imisa Tu rogori iqneba samomavlod sareklamo gancxadeba. saukeTeso rogorc

mxatvruli

verbaluri,

aseve

redaqtorebi vizualuri

profesionalebi Sesrulebis

arian,

koncefciis

gansazRvrebaSi. Cveulebriv, maT aqvT kargi mxatvruli momzadeba, rogorc

mxatvar_dizainerebs

mxatvruli

specialistebs reklamis sxvadasxva sferoSi. unda

erkveodnen

samomxmareblo

gaformebis

isini, agreTve kargad

fsiqologiis

sakiTxebSi,

ramdenadac es pirdapiraa dakavSirebuli maTi Semoqmedebis sagnis ganxilvasa da damuSavbasTan. is

saqmianoba,

rogor

aris

ganapirobebs im

organizebuli

Tavidan

sareklamo

mxatvrul mimarTulebas, romelsac

miiRebs mocemuli samuSao da agreTve es ganapirobebs saboloo Sedegs _ gaxdeba Tu ara esa Tu is sareklamo mimarTva sareklamo xelovnebis â&#x20AC;&#x153;Sedevriâ&#x20AC;? Tu es iqneba rigiTi sarklamo gancxadeba. is, rom miviRoT pirveli Sedegi, aucilebelia mxatvar _ dizaineris monawileoba. sxvadasxva

sareklamo

grafikuli

saqmeSi

maTi

elementebis

iseT

saqmianoba

mdgomareobs

ganlagebaSi

teqsti, ilustracia, fotosuraTi da sxv. ),

(

nabeWdi

romelic miscems

gancxadebas yvelaze ufro mimzidvel da efeqtur saxes. Bbevri

adamiani

aRiqvams

sareklamo

mowodebas

Semdegi

mimdevrobiT: 1) uyureben suraTebs, 2) kiTxuloben saTaurs, 3) kiTxuloben sareklamo gancxadebis teqsts. im SemTxvevaSi, Tu romelime am elementTagani ver miipyrobs maT yuradRebas, reklamis efeqturoba mcirdeba. raki vizualur saSualebebs esoden didi datvirTva aqvs reklamis warmatebisTvis, amdenad isini yovelTvis raRac sainteresos unda sTavazobdnen mnaxvels. Tumca, zogierT sareklamo gancxadebaSi vizualuri saSualebebi saerTod ar aris, radganac miRebul iqna mizandasaxuli gadawyvetileba, rom isini saWiro ar iyo komunikaciis mocemuli aqtisTvis. Tuki

vizualuri

saSualebebi

gamoiyeneba,

isini

unda

akmayofilebdnen, sul cota, erT-erT am moTxovnilebaTagans: 1. mkiTxvelis yuradRebis mipyroba; 2. reklamis sagnis dasaxeleba; 3. mkiTxvelebs Soris gamoavlinon potenciuri myidveli; 4. saTauris meSveobiT interesis gamowveva; 5. saqonlis an reklamis damkveTis Sesaxeb kargi warmodgenis Seqmna;

6. teqstSi miwodebuli saqonlis xarisxis ganmrteba; 7. xazi gaesvas saqonlis unikalurobas; 8. teqstSi mocemuli gancxadebis mimarT mkiTxvelis ndobis mopoveba. Mmxatvar _ dizaineris mxridan original _ maketis Seqmnis procesSi _ iqneba es logotipi, Tu romelime sxva sareklamo mowodeba

ilustracia

gaTvaliswineba, maqsimalurad

romlebic agvaridebs

aucilebelia

samomavlod SesaZlo

momentebis

beWdvis

procesSi

xarvezebs.

amasTanave,

gaTvaliswinebuli unda iyos isic, rom amis Sedegad ar unda daeces namuSevris mxatvruli Rirebuleba. imisaTvis,

rom

warmoebis

procesi

Cavardnebis

gareSe

mimdinareobdes, yvela monawiles unda esmodes am procesis arsi mTlianobaSi. magaliTad, Secdomebis gasworeba mas Semdeg, rac gancxadebaze

tipografiis

mbeWdavebi

fotoxelovanebi

imuSaveben, cvlilebebis Setana eRireba gacilebiT Zviri, vidre teqnikuri

procesis

Sesrulebis

dawyebamde.

magaliTad,

ukve

akrefil teqstSi Tundac erTi mZimis Sesworeba jdeba aranakleb aTi dolarisa. Aamgvarad, xolo

gaformebis,

warmoebiTi procesi iTxovs mkafio gegmarebas,

procesis

monawileebs

grafikis,

beWdvis

arsi,

unda

esmodeT

mxatvruli

rac

SeiZleba

meti

icodnen tipografiis, fotobeWdvis da sxvaTa Sesaxeb

unda

da agreTve

unda flobdnen BbeWduri saqmis teqnikur terminologias. gamokvlevebi

ukve

didi

xania

iTvleba

mecnierebis

instrumentad, maTi kavSiri mecnierebasTan imdenad mWidroa, rom termins â&#x20AC;?mecnieruli meTodiâ&#x20AC;? xSirad iyeneben sxavdasxva dargebSi Catarebuli gamokvlevebis mimarT. amrigad, amrigad gamokvlevebi reklamaSi

arsebiTad

aris

mecnieruli

meTodis

gamoyeneba

mis

winaSe myofi problemis gadasaWrelad. maTi vargisianobis xarisxi

damokidebulia imaze, Tu ra zomiT iqneba gamoyenebuli mecnieruli Ziebis ZiriTadi wesebi. yvela

ganmkargulebeli,

romelic

pasuxs

agebs

rogorc

kompaniis zogadi strategiis sakiTxebze, ise TviTeuli konkretuli gancxadebis Sinaarsze, awydeba iseT garemoebebs, romlebic zrdian araswori gadawyvetilebis miRebas risks. maT pirdapiri kontaqti ar aqvT im aTobiT da milionobiT momxmareberTan, romlebzec cdiloben

imoqmedon

Tavisi

urTierToba

aqvT

komivoiaJors,

romelic

sareklamo

mimarTvebiT.

adamianebTan, uSualod

maT

iseTi

rogorc

magaliTad,

codnas

potenciuri

iRebs

klientebis moTxovnilebebis, maTi rogorc myidvelebis yofaqcevis, azrebisa

SeuZliaT

laparakis

piradad

maneris

gascen

Sesaxeb.

pasuxi

reklamis SekiTxvebze,

mimcemT

romlebic

wamoiWreba miRebuli sareklamo mimarTvis gacnobisas, ar SeuZliaT dainaxon masze pirveli raqcia. maT interpretacia unda gaukeon saqonelis

Tvisebebs, romelsac SeuZlia daakmayofilos adamianTa

moTxovnilebebi,

romelTa

moTxovnebi

maTi

dakmayofilebis

saSualebebi gansxvavdeba imisgan, rac reklamis mimcemTaTvis aris damaxasiaTebeli. yovelTvis arsebobs imis cduneba, rom gaCndes rwmena: â&#x20AC;?is, rac me momwons, yvelas moswons.â&#x20AC;? Aamitom reklamis mimcemTaTvis gamoiyenon

gansakuTrebiT

sxvadasxva

mniSvnelovania

meTodebi,

romlebic

Tavis

muSaobaSi

saSualebas

iZleva

gamoyenebul iqnas sakmarisad saimedo cnobebi _ vis sWirdeba da ra sWirdeba da SeuZlia Tu ara am raRacas daakmayofilos arsebuli moTxovnebi. Mmomxmareblis da bazris buneba iseTia, rom reklamis mimcemi iZulebulia

Tavisi

miusadagos

mudmivad

strategia cvalebad

Tavisi

bazars

taqtikuri mudmivad

svlebi saSiS

konkurencias. sareklamo kompania, romelmac uzrunvelyo gasuli wlis warmateba, SeiZleba CaiSalos mimdinare weliwadSi. Tavisi

mimarTvebis

misawodeblad

sareklamo

samuSaoebi

verasdros

ver

adamianebis

raodenoba

moicva

gauSva

man

reklamis

farTo

xedavs

mimcemma

auditoriisTvis, namdvilad

unda

saxeldobriv

xelidan.

amgvari

airCios

romelsac

SeiZleba romeli

isedac

icodes

adamianebi

garTulebuli

mdgomareoba rTuldeba imiTac, rom reklamis mimcems ar ZaluZs swrafad

gansazRvros

Tavisi

calkeuli

moqmedebis

efeqturoba.

swori da araswori arCevanis Sedegebi damalulia mravali mizezis da Sedegis rTul gadaxlarTvaSi. aseT

viTarebaSi

uzarmazar

mniSvnelobas

iZens

gadawyvetilebaTa miRebis meTodika.

gadawyvetilebaTa miRebis meTodika gadawyvetilebebs umetesoba

qvecnobierad

logikuri

msjelobis

Rebuloben

sxvadasxvanairad

gamiznulia

raimeze

sasargeblod.

uaris

zogierTni

maTi

saTqmelad,

daufiqreblad

xelmZRaneloben imiT, rac sayovelTaod aris miRebuli saqmianobis mocemul sferoSi: adamianisTvis is kargia erisTvisac. sxvebi ki yovelTvis mzad arian moneta aagdon da SemTxveviTobas miendon. zogjer

maT

Soris

iRblianebic

gvxvdebian:

bolos

bilos

gaCerebuli saaTic ki dReSi orjer zust dros aCvenebs. adamiani, romelmac dros

TviTon

meeqvse

miaRwia

grZnobas

Sesaxeb

zrunvas

rCevebs

ise,

eyrdnoba.

eqspertebs

rom

yvelafers,

Tavis

gadawyvetilebis

zogierTebi

andoben.

isini

gankargulebaSi

ki ar

miRebis

gadawyvetilebaTa xSirad

iZlevian

gaaCniaT

yvela

aucilebeli faqti da, rasakvirvelia, jerovani pasuxismgeblobac ar ekisrebaT amisaTvis. xolo ZalauflebiT sargebloba, romelic pasuxismgeblobiT ar aris gamyarebuli sulac ar aris Zneli.

logikuri msjelobis meTodi iTvaliswinebs: 1) gadasaWreli problemis

naTlad

warmodgenas;

sxvadasxva

alternatiul

winadadebaTa gaTvaliswinebas; 3) im faqtebis Segrovebas, romelTac SeuZliaT

daexmaron

Segrovebuli

konkretuli

faqtebis

alternativis

awondawonvas

maT

arCevaSi saRad

Sefasebas

moqmedebaTa kursis arCevis dros. logikur msjelobaTa meTodi esaa

sistemuri,

faqtebze

dayrdnobili

problemebis

gadasawyvetad.

swored

ganapirobebs

minimumamde

iqnas

midgoma

amitom,

misi

arsebuli gamoyeneba

dayvanili

araswori

gadawyvetilebebis miRebis SesaZlo riski. logikuri benJamen

msjelobis

franklinis

meTodze

werilSi

SesaniSnavad

erTi

aris

axalgazrda

naTqvami kacisadmi,

romelmac rCevis micema sTxova mas rTuli problemis gadaWrisas. ”saqmeSi,

romelic

eseoden

mniSvnelivania

TqvenTvis,

romelSic

Tqven TxoulobT Cems rCevas, me ar ZalmiZs, garemoebaze sakmarisi codnis

uqonlebis

gamo,

rekomendacia

mogceT

Tqven,

gadawyvetileba miiRoT, magram, Tu gnebavT, me migiTiTebT rogor miiRoT

igi.

aseTi

damamZimebeli

situaciebi

sirTules

imitom

warmoagenen, rom maTze fiqris dros Cvens cnobierebaSi erTbaSad ar

Cndeba

yvela

warmodgebian

xan

azri

“momxre”

sxvani,

pirvelebi

”winaaRmdegi ki

”,

xan

mxedvelobidan

erTni qrebian.

amitom Cvens gonebas morigeobiT eufleba saxvadasxva ganzraxva da miswrafeba da agreTve gaurkvevloba, romelic dabneulobas badebs. raTa amas bolo moeRos, me maqvs Cveva qaRaldis naxevari furceli gavyo or svetad, erTSi Sevitano mosazrebebi _ ”momxre” da

meoreSi “winaaRmdeg”. Semdgom, sami

Semdeg,

mokled

viwer

saWiro

oTxi dRis

saTaurebis

qveS

fiqris

sxvadasxva

mosazrebebs “momxre” da “winaaRmdegi” romlebic sxvadasxva dros movifiqre. Sevkreb ra maT amgvarad viwyeb msjelobas: rodesac me Semxvdeba ori sabuTi (TiTi-TiTo TiToeuli mxridan) romlebic

TanabarmniSvnelovnad warmogvidgebian, me orive mTgans amovSli. Tu “winaaRmdegi”_s

ori

sabuTi

gawonasworebulia

“momxre”_s

sami

sabuTiT, me amovSli xuTives da vmoZraob ra amgvarad vpoulob Tu ras SeiZleba hqones gadamwyveti mniSvneloba. Tu erTi_ori dRis gasvlis Semdeg, dafiqrebis Sedegad, axali araferi gamoCndeba, arc erT

mxares

mniSvnelovani

araferi

Sesabamis

gadawyvetilebamde.

SeiZleba

gaizomos

SeuerTdeba,

Tumca

algebruli

sabuTis

sdidisTvis

mivdivar

wonadoba

damaxasiaTebeli

sizustiT, mainc roca TiToeulze calke fiqrob da adareb mas danarCens, me mgonia, rom SemiZlia ufro Wkvianuri msjelobis Catareba

naklebi

gadasadgmelad.

upiratesoba.

amgvar

keTilgonierebis

midrekileba

aRmovaCine

aseTi

saqmianobas

maqvs

mcdari

gantolebis

nabijis

Sedgenis

SesaZlebelia

didi

vuwodoT

Wkuis saswavlebeli algebra.”

Ffranklinis

sistema

didad

aris

damokidebuli

pirad

dakvirvebaze, romelic SeiZleba savsebiT sakmarisi aRmoCndes, Tu saqme Seexeba erT adamians. Mmagram rodesac laparakia aTasobiT milionobiT adamianze, gadawyvetilebis mimRebs unda gaaCndes raime saSualeba,

romelic

mas

SesaZleblobas

miscems

gaafarToos

dakvirvebebis masStabebi Tavisi piradi gamocdilebis sazRvrebs gareT. Mmokled rom, vTqvaT, amaSi mdgomareobs gamokvlevebis roli reklamaSi. Ggamokvlevebis saSualebiT da

afarToeben

Nansxvaveben

TavianTi

FfarTod

maxasiaTeblebs,

ufro

reklamis mimcemni TiTqos

dakvirvebebis

mimofantul zustad

ares,

ufro

momxmarebelTa

akeTeben

maTze

naTlad jgufebis

zemoqmedebis

Sedegebis winaswarmetyvelebas, ama Tu im TavianTi gadawyvetilebis mixedviT. sayovelTaod

aris

aRiarebuli

gamokvlevebis

gamoyenebis

logikuroba reklamis problemis gadasaWrelad. Mmagram bevri ram jer kidev gaukeTebeli rCeba,

xolo samuSaoTa mniSvnelovani

nawili, romelic gamokvlevaTa saxiT tardeba, kargi xarisxiT ar gamoirCeva. saqmianobis

imisaTvis, am

rom

srulad

sasicocxlod

aucilebelia,

upirveles

SevafasoT

mniSvnelovani yovlisa,

sareklamo

elementebis

gaverkveT

roli,

xarisxiani

gamokvlevebis ganmasxvavebel niSnebSi. Mmkvlevari unda cdilobdes, rom iyos obieqturi. Mman unda miiRos sifrTxilis yvela aucilebeli zoma, rom misma piradma Sexedulebebma

Sedegebze

gavlena

moaxdinos.

Aman

unda

gamoavlinos da daafiqsiros faqtebi im saxiT, rogorc isini arian da ara ise rogorc mas unda. Mmas yovelTvis unda axsovdes, rom sxva mkvlevari, romelic igive faqtebs waawydeba, unda mivides igive Sedegebamde. Mmkvlevarma unda miuTiTos Tavisi monacemebis cdomilebis xarisxi. iswrafvis ra miiRos yvelaze zusti monacemebi, mkvlevars mudmivad

unda

axsovdes

arasrulyofilebis garkveul

tipTan

azomvis

nebismieri

gamokvlevebi

Sesaxeb.

cdomilebas,

SekiTxvebis

gamoyenebuli

romelic

maTi

meTodebis Seicavs

dakavSirebulia

dasmis

formasTan,

dasmuli

cdomilebas,

romelic dakavSirebulia amonarCevis SedgenasTan da cdomileba, romelic dakavSirebulia

monacemTa damuSavebis meTodikasTan.

amitom miRebuli monacemebi aucileblad unda iqnes Semowmebuli da

kvalificirebuli,

xarisxi,

rac

mieTiTos

saSualebas

maTi

iZleva

cdomilebis

minimumamde

savaraudo

iqnas

dayvanili

araswori daskvnebis SesaZlebloba. Mmkvlevari SemoqmedebiTi pirovneba unda iyos.

igi

sulac

ar aris roboti, romelic faqtebs agrovebs. is dakavebulia ucnobi sakiTxebis SeswavliT, Teoriebs,

amuSavebs

saxavs Ziebis axal areebs, ayalibebs axal kvleviTi

samuSaos

axal

xerxebs,

axal

eqsperimentul modelebs. is xedavs kavSirs TiTqos da izolirebul

movlenebs Soris. rac ufro

Zlieria masSi SemoqmedebiTi sawyisi,

miT ufro fasdeba igi rogorc mkvlevari. Ggamokvlevebi mudmivi procesia. gamokvlevebis mudmiv aspeqts warmoadgens cvalebadi faqtorebi. samyaroSi, romelSic moqmedebs reklama, icvleba bazrebi, saqoneli, maTi gavrcelebis meTodebi da komunikaciis saSualebebi. es cvlilebebi gauTvaliswinebeli rom ar darCes, gamokvlevebi mudmiv xasiaTs unda atarebdes. Ggamokvlevebis efeqturoba TvalsaCinod dasturdeba axali saqonlis, axali

axali

marTvis

sawarmoo

procesebis,

sistemebis

gamoCeniT.

axali

mowyobilobebis

Mmarketingis

sferoSi

gamokvlevebis Catarebas xSirad ar eqceva jerovani yuradReba. Ees daudevroba moqmedi

mravali faqtoriT SeiZleba iyos axsnili. Bbazarze

bevri

aqtivoba

Zala,

iseTi

saerTo

xelmZRvanelobas

rogorc,

magaliTad,

ekonomikuri

konkurentebis

koniunqtura,

eqvemdebareba.

firmis

marketingis

kvlevaTa

mniSvneloba ar SeiZleba maSinve dolarebSi da centebSi iqnes gadaTvlili, muSaobs

vinaidan

gamosakvlevi

laboratoriaSi,

xerxebi,

SeuZlebelia

romlebic

maSinve

kargad

BBbazarze

iyos

efeqturad gamoyenebuli. Mmarketingis arc

ise

sferoSi gamokvlevaTa gamoyenebis stimulebi

didia,

rogorc

warmoebis

sferoSi,

warsulSi

moxmarebisunarianiba Cveulebriv win uswrebda waroebisunarianobas. aseT

pirobebSi

ZiriTadi

yuradReba

mipyrobili

iyo

saqonlis

warmoebaze. mowyobilobis nebimieri gaumjobeseba, romelic xels Seuwyobda

gasayidi

saqnlis

gamoSvebis

gazrdas

warmoebis

danaxarjebis Semcirebas, maSinve iZleoda Sedegs da iTvleboda sasargeblod.

saqonlis

gayidva

marketingis

saSualebebis

SedarebiT

srulyofas

advili

iyo.

gacailebiT

amitom nakleb

yuradRebas aqcevdnen.

amJamad, saqonlis siuxvis pirobebSi, mwarmoeblebma igrZnes, rom

maTi

saqmianobis

SesaZleblobebiT,

gafarToeba

radgan

maT

aRar

imdenis

izRudeba

warmoebis

sawarmoo

unari

aqvT,

ramdenis STanTqmasac SeZlebs bazari. SezRudvis saxiT gamodis momxmarebeTa

fiziologiuri

fsiqologiuri

SesaZleblobebi.

aseT pirobebSi firmebs uxdebaT ufro metad miaqcion yuradReba momxmareblis gasaRebis

fsiqologiur

axali

saSualebebis

saWiroebebs

SesaZleblobebis

efeqturobis

moTxovnilebebs,

ganviTarebas

gazrdas.

iswavles

merketingis

gamokvlevebis

efeqturad gamoyeneba warmoebis sferoSi, firmebi ufro xalisiT iyeneben imave midgomas marketingis problemebis gadasaWreladac. gamokvlevebs, rogorc â&#x20AC;?bazris dazvervisâ&#x20AC;? saSualebebs sul ufro xSirad iyeneben TviT gadawyvetilebaTa miRebis procesSi, rogorc

instruments

SesaZlo

alternativebis

sacdeli

gamocdisaTvis. saqonlis

interpretaciisTvis, moTxovnilebebi

momsaxurebis

xarisxis

romelTac

myidvelebis

ZaluZs

saWiroebaTa

warmatebiT daakmayofilon

moTxovnilebaTa

TvalsazrisiT, reklamis mimcems unda hqondes, SeZlebisdagvarad sruli warmodgena momxmarebelze da TviT saqonelze da aseve bazris

struqturaze.

swored

amitom

gamokvlevebi

reklamaSi

warimarTeba sami ZiriTadi mimarTulebiT: 1) momxmareblis Seswavla, 2) saqonlis analizi, da 3) bazris analizi. Mmomxmareblis

Seswavla

exmareba

ufro

mosalodnel

myidvelTa jgufebis gamovlenas. is saSualebas iZleva gairkves, Tu rogor

aRiqvamen

momxmareblebi

maT

sakuTar

saqonels

kokurentebis saqonels. is exmreba imis gagebas, Tu ra Sedegs unda varaudobdes

momxmarebeli,

rodesac

Rebulobs

gadawyvetilebas

yidvis Sesaxeb. saqonlis anallizi uadvilebs reklamis mimcemT saqonlis

Seqmnas,

romelsac

momxmareblisaTvis

mosalodneli

dakmayofileba

moaqvs,

gansakuTrebiT

aseve

momzidveli

exmareba

Rirsebebi.

gamoyos Sedegad

nakeTobis

mwarmoeblebs

eZlevaT SeasZlebloba TavianTi saqonlis Tvisebebi gamosaxon im enaze,

romelic

sakuTari

yvelazeufro

saWiroebisa

gasagebia

momxmareblisaTvis,

moTxovnebis

enaze.

bazris

misi

analizi

exmareba imis dadgenas, sad imyofeba potenciuri myidveli, raTa reklamebi

koncentrirebul

iqnas

yvelaze

ufro

perspeqtiul

(komerciuli TvlsazrisiT) mimarTulebaze. rogor kargadac ar unda iyos Sedgenili sareklamo mimarTva, is

SeZlebs

Tavis

misiis

Sesrulebas,

miva

mimxmareblamde,

romlisTvisac is iyo gankuTvnili. gadawyvetilebebi

prognozebzea

dafuZnebuli,

reklamis

mimcemi, romelic gadawyvets waradginos Tavisi mimarTva raime garkveuli saxiT, varaudobs rom mis mier arCeuli meTodi yvelaze efeqturi aRmoCndeba arsebul alternatiul meTodebs Soris da Tumca danamdvilebiT winaswarmetyveleba SeuZlebelia, prognozebi xels

uwyobs

gaurkvevlobis

xarisxis

Semcirebas.

momxmareblis

Seswavla, saqonlis analizi, bazris analizi _ yvelaferi es xels uwyobs riskis donis Semcirebas. sabazro ekonomikis sistemaSi ganviTarebis mimarTulebebs gansazRvravs momxmerebeli, romelic saqonels yidulobs sakuTari Sexedulebebis mixedviT da amiT uTiTebs mwaroebels Tu ra unda gamouSvas.

sityvam

moitana

aqedan

gaCnda

mtkiceba,

rom

â&#x20AC;?momxmarebeli _ mefeaâ&#x20AC;?. sabazro sistemis farglebSi mwarmoebeli, romelic uSvebs saqonels,

romelic

efeqturad

akmayofilebs

momxmareblis

saWiroebebs da moTxovnilebebs, uxvad iqneba dasaCuqrebuli da piriqiT, vinc amas ver miaRwevs, daisjeba myidvelTa dakargviT. sawarmos

sawarmoo

ganyofileba

gasaRebisa

reklamis

ganyofilebebis gankargulebaSi waradgens WeSmariti Rirsebis mqone

saqonels,

romlisTvisac

SeiZleba

damuSavdes

gulwrfeli, pirdapiri da damajerebeli sareklamo_komerciuli motivi. amrigad, gasaRebis da reklamis funqcia warmoCenili iqneba saqonlis

sargeblobis

saWiroebisa

axsnis

momxmareblis

problemamde

WrilSi.

momxmareblis

amisaTvis

saWiro

iqneba

momxmarebelTa gemovnebisa da fsiqologiis naTeli warmodgena. gasaReba gadaiqceva ufro swavlebis, vidre saqonlis ZaliT Tavs moxvevis

procesad.

swavlebis

procesSi

momxmarebels

ganumartaven ama Tu im saqonlis upiratesobas mag: esa Tu is kondicioneri, romelic oTaxSi uzrunvelyofs sasiamivno sagriles da

saWiro

gamowveul

tenianobis

xarisxs

daavadebaTa

risks

inarCunebs,

zamTris

amcirebs

periodSi

gaciebiT

amaRlebs

Sromisunarianobas. glen frankma es Tvalsazrisi gamoTqva 50 wlis winaT, roca ganacxada,

rom

mwarmoebelTa

â&#x20AC;?reklamis

Sromis

muSaki

Sedegsa

asrulebs eris

mekavSiris

cnobierebas

rols

Soris.

kargad unda icnobdes erTsac da meoresac, sasargeblo msaxuri iyos orivesTvisâ&#x20AC;?. adamianebi miiswrafian daikmayofikon Tavisi moTxivnilebebi TviTgamoxatviT, sulieri

sazogadoebis

siaxloviT,

mxridan

didxans

mowonebiT,

cxovrebis

siyvaruliT,

surviliT,

Tavisi

axloblebisaTvis keTildReobis surviliT. TiToeul momxmarebels SeuZlia

sxvadasxvanairad

dakmayofilebas,

magram

miudges

araviTar

moTxovnilebaTa

SemTxvevaSi

SeiZleba

saSualebebis da miznis erTimeoreSi areva. sxvadasxva adamianebi pouloben sxvadasxva gzebs da xerxebs erTi da imave fundamentur moTxovnilebaTa dasakmayofileblad. reklama warmatebas aRwevs, rodesac miyveba saerTo nacionaluri samomxmareblo moTxovnis talRas,

magram

ganwirulia

warumateblobisTvis,

rodesac

talRis sawinaaRmdegod miZraobs. Zalian mkafiod Tqva amis Sesaxeb

reklamis

erT-erTma

uxucesma

teqnologma

uolter

uierma:

â&#x20AC;?reklamaSi yofnis pirvel xuT weliwadSi me ganvimsWvale Cemi profesiis upiratesobis grZnobiT, upiratesoba im azriT, rom is operirebs xerxebiT da saSualebebiT, romelTac ZaluZT gavlena moaxdinon

adamianebze,

romelTac

SeuZliaT

qmedebebi,

romlebic

ganmavlobaSi

romelTac aiZulon

azradac

Sen

es ar

vcdilobdi

verasdros

adamianebi

mogsvliaT. Tavi

dainaxav,

ganaxorcielon

Semdegi

dameRwia

wlis mcdari

warmodgenisagan. aRmoCnda, rom miuxedavad SeZenili gawafulobisa darwmunebis xelovnebaSi, me ver SeviZine im milionobiT adamianis gamWriaxobis da sibrZnis naxevaric ki, romlebic urTierTobisTvis me

ful

mixdidnen.

nasyidobaTa

momixda

gakeTebis

azris

mizezebis

Secvla

Cems

warmodgenebze

Sesaxeb

Semecno

maTi

ganxorcielebis WeSmariti mizezebi. aRmoCnda, rom sinamdvileSi adamianebi axdenen Cemze Tavis zegavlenas. Mme gavige, rom uzarmazari wvlili, romelic Seaqvs reklamas, pirdapir sawinaaRmdegoa imisa, romelsac mas Cveulebriv miaweren. da es wvlili imaSi ki ar mdgomareobs, rom adamianebs Tavs moaxvio is rac unda reklamas, aramed moaxvio Tavs is, rac undaT adamianebsâ&#x20AC;? naTqvamidan albaT naTelia, rom ar adamianis fundamentur moTxovnilebaTa Seqmna da rom zedapiruli moTxovnilebebic ki mxolod

umniSvnelod

reklamis

wqvemdebarebian

moqmedebisas.

mwarmoebelTaTvis iqnebamiaRwios

Yvelaze imas,

rom

aseTi

TandaTanobiT midgomis

keTilgonivruli maTi

zvlilebas

TvalsazrisiT moqmedebis

saqoneli

kursi

Seesabamebodes

momxmareblis fundamentur moTxovnilebebs da saWiroebs, da ar cdilobdes

fundamentur

moTxovnilebaTa

Tavisi

saqonlis

gansakuTrebulobebTan SesabamisobaSi moyvanas.

momxmarebelTa Seswavlisas aucilebelia iseTi faqtorebis gaTvaliswineba, rogoricaa- sqesi, danaTleba, erovneba, religia, sacxovrebeli adgili da sxv.

sqesi sakiTxi

imis Sesaxeb, vin

TamaSobs mTavar rols farTo

moxmarebis saqonlis yidvisas _ qali Tu mamakaci, xSirad da didixania ganixileba. arsebuli monacemebi, TiTqos, metyveleben qal-myidvelTa liderobaze. Ees ori gamodian

rogorc

makontroleblebi

ojaxis da

mizeziT aixsneba: 1)

Semosavlebisa isini

saqonels

qalebi

keTldReobis

yiduloben

mTeli

ojaxisTvis. aSS vaWrobis saministros monacemebiT, qalebis wilze modis sacalo nasyidobaTa 85%. eWvgareSea, rom samomxmareblo saqonlis ZiriTad masas qalebi yiduloben. Mmagram

reklamis

mimcemisaTvis gacilebiT

mnivnelovania gaerkves, visi azri kacis Tu qalis aRmoCndeba ufro wonadi

sayidlis

Sesaxeb

gadawyvetilibis

miRebisas.

zogierTi

reklamis mimcemi aRiarebs, rom saqonels marTlac qali yidulobs, magram daJinebiT amtkiceben, rom faqtiur xelmZRvanelad mainc mamakaci

rCeba.

mamakacebisaTvis

arsebulma

erT-erTma

Jurnalma

Tavis reklamaSi am ideas aseTi formulireba gaukeTa: “yoveli myidveli

qalis

zurgs

ukan

mamakacis

aCrdili

dgas”.

Aamis

sapasuxod qalTa wamyvanma Junalma gamoaqveyna reklama deviziT: “qalis Zalis Seufasebloba arasodes SeiZleba”. momuSave qalebis ricxvis zrdasTan da maTi Semosavlebis matebasTan biujetis

erTad problema, Tu vin axdens gavlenas saojaxo xarjvaze,

sul

ufro

rTuli

xdeba.

Sesabamisad,

rTuldeba momxmarebelTa klasifikaciac.

ganaTleba klasifikaciis

faqtorebis

urTierTdakavSirebulia

rolis

asakTan,

ganxilvisas

Semosavlebis

ganaTleba

donesTan

saqmianobis saxeobasTan. ganaTleba, saxeldobr

ras

yiduloben

isini

SesaZloa,

isini

savaraudod,

yiduloben da

naklebad

adamianebi,

zomiT

naklebad

aisaxeba

vidre

ganicdian

imaze

reklamis

eqvemdebarebian

rogor

gavlenas.

motivirebaTa

zemoqmedebas da naklebad reagireben Segonebaze. Ees Tu

marTlac

asea, maSin maRali donis ganaTlebis mqone momxmareblebisadmi mimarTuli rekalma unda Seicavdes met faqtebs, met informaciasa da dasabuTebas. Mmagram mxedvelobidan ar unda gamogvrCes

faqti, rom adamiani warmoadgens emociebis gorgals miuxedavad ganaTlebulobis donisa, xolo gonivrulobisa da emociurobis Sexameba

SeiZleba

warmatebiT

iqnes

gamoyenebuli

Segonebis

procesSi. Mmomxmarebels mis sakuTar enaze unda elaparako. Ees aqsiomaa. momxmarebelTa auditoriis ganaTlebis donis zrdasTan erTad reklamis mimcemma unda isaubros mis doneze, sxvagvarad es mimarTva SeumCneveli darCeba.

erovneba mravali qveynis erovnuloba araerTgvarovania. magaliTad, SeerTebuli

Statebis

mosaxleobis

daaxloebiT

erT

merveds

Seadgenen ucxoelebi an ucxoeli mSoblebis Svilebi. sxvadasxva TvalsazrisiT maTi, rogorc myidvelis, Cvevebi da motivebi ar gansxvavdeba Mmagram

mkvidri

amerikelebis

Cvevebisa

motivebisagan.

aris arsebiTi gansxvavebac saqonlisTvis upiratesobis 69

miniWebasa

TviT

myidvelis

yofaqcevaSi,

rac

reklamis

mimcemisagan saguldagulo gaTvaliwinebas moiTxovs. reklamis es

jgufebi,

mimcemma, romelic miiswrafvis mTlianad moicvas

rogorc

saSualebebi,

wesi,

romlebic

unda

gamoiyenos

jgufebis

reklamis

warmomadgenlebs

Soris

vrceldeba. 1974 wlis monacemebiT, aSS – Si iyo 720 – mde gamocema ucxour enebze, maT Soris 95 – espanur, 44 – germanul, 32 – italiur,

–

frangul

enebze

sxv.

amis

radiosadguri regularulad gadascems Tavisi

garda,

253

programebis nawils

ucxo enaze. mTel rig adgilebSi sakabelo televiziis erTi an ramdnime

programa

gadascems

specialur

gadacemebs

eTnikuri

jgufebisaTvis maT mSobliur enaze. religia Cven saukunes “ religiis dacemis saukunes “ uwodeben, da amis miuxedavad, religiis sakmaod Zlieria. magaliTad, araerT qveyanaSi xorcis daimaragebs

gamyidveli ugunurad moiqceva, Tu paraskevisTvis

Roris

cxvris

xorcs,

daaviwydeba.

zogierT

regionSi

momsvlelebis

raodenoba

restoranSi,

magram

Tevzis

SesaZlebelia sadac

ludi

Sesaxeb

Semcirdes kvira

dRes

iyideba, xolo sacekvao darbazis mflobeli SiZleba ubralod qalaqidanac ki gaagdon kvira dRes cekvebis organizebisaTvis. reklamis mimcemisaTvis ugunuroba iqneba religiur mrwamze aRzrdili myidvelis Cvevebisa da motivebis Semcvlelis rolSi gamosvla.

sacxovrebeli adamianTa

moTxovnilebebi

adgili mniSvnelovanwilad

sazRvreba im adgilis klimatis, reliefis

gani-

specifikiT da saerTo 70

bunebiT,

sadac

isini

cxovroben.

adaT

–

wesebi,

tansacmeli,

garTobis saxeobebi, sacxovrebeli saxlebis tipebi, energetikuli moTxivnilebebi – yvelaferi es

SeiZleba iyos dakavSirebuli

sacxovrebel adgilTan. MmomxmarebelTa mravalsaxeoba, romelic am faqtoriTaa warmodgenili, mxolod xazs usvams misi Seswavlis damatebiT mniSvnelobas. moviyvanT

sacxovrebeli

TvalnaTel magaliTs. Aase moTxovnaa

msubuq

ventilatorebze

adgilis

gavlenis

ramdenime

magaliTad, Tbil regionebSi meti

kostiumebze, naklebi

–

nayinze,

qurqebze,

baRis

avejze,

cigurebze,

marxilze,

Rumelis mowyobilebaze, Txilamurebze da sxv. saqonlis gamokvleva momxmareblebi

yiduloben

saqonels.

isini

yiduloben

dakmayofilebas, romelsac elodebian da ganicdian am

saqonliT

sargeblobis dros. maTTvis mTavari is ki ar aris, rac mwarmoebelma

Cado

saqonelSi,

aramed

is,

rasac

isini

saqonlidan

Rebuloben. rogorc erTxel aRniSna korporacia “revlon ink.“ – is xelmZRvanelma Carlz revsonma: “fabrikaSi Cven vakeTebT kosmetikas _

maRaziaSi

Cven

vyidiT

imeds”.

Mmomxmarebels

kosmetikuri

preparatebi ki ar sWirdeba, aramed Seudarebeli Sarmis dapireba. imisaTvis, rom momxmarebelma saqoneli miiRos unda moxdes misi

konstruireba,

igi

damuSvebuli

teqnikuri

sakmarisi ar

aris.

unda

damzaddes

specifikaciis

SeifuTos

Sesabamisad.

Mmomxmarebelma unda

dakmayofilebaTa TvalsazrisiT, romelic

aRiqvas

misTvis

Mmagram

saqoneli im

mas Tan moaqvs.

arsebiTad, saqoneli ar arsebobs rogorc gankerZoebuli “nivTi Tavis Tavad“.

saqoneli

aris is, rac aisaxeba momxmareblis

aRqmaSi.

momxmarebelTa Sefasebas strategiuli mniSvneloba aqvs saqonlis

damuSavebis

Canafiqridan

srulyofis

Canafiqris

pozicionirebamde,

miwodebamde,

dafinansebamde

sawyisi

Semdeg

damzadebamde,

reklamirebamde,

teqnikur

analizi Tavis TavSi

etapze.

Semowmebamde

konstruirebamde,

dadgenamde.

yvela

momsaxurebamde.

–

fasis

gasaRebamde,

Aamitom

saqonlis

Seicavs sistematuri kvlevebis Catarebas

yvela etapze. saqonelze Canafiqris Semowmeba axali da gaumjobesebuli saqonliT bazarze gasvla – sawarmos

zrdis

gadarCenis

sawindaria.

Mmwarmoeblebi,

romlebmac pirvelebma Semoitanes axali saqoneli, garkveuli dris ganmavlobaSi floben mTel saqonels, impulsis rom

vidre

bazars

saqmeSi

konkurentebi

wylobiT isini ise

arcerT

mwarmoebeli,

konkurents romelic

da sarfianad asaReben Tavis ar

myarad ikaveben

erTi

SeuZlia da

igive

sawyisi

lideris pozicias,

maTi

gadaswreba.

moZvelebuli

gayidvas apirebs erTi da igive moZvelebuli savarudoa, rom gadarCes.

Caerevian.

xolo

saqonlis

meTodebiT, naklebad

erTi saqonlis Cavardna SeiZleba Rirdes

75 aTasi dolaridan sacdel bazarze, 20 milion dolaramde – sayovelTao erovnuli gavrcelebis dros. ratom saqoneli?

ganicdis

warumateblobas

zogierTi

axali

avRniSnoT ramdenime mizezi. Aaxali saqoneli SeiZleba

aRmoCndes metismetad progresuli imisaTvis, rom momxmarebelma Tavi gaarTvas misi Rirsebebis Sefasebas. Uubralod, is SeiZleba ar pasuxobdes momxmareblis interesebs da moTxovnebs. SesaZloa, is

SesTavazes

mTavari,

albaT,

bazris is

arasaTanado

aris,

rom

segments.

mwarmoeblis

Mmagram warmodgena

yvelaze axali

saqonlis

gansxvavebaze

aRiarebuli

momxmareblis

warmodgenas.

gansxvaveba

axali

“mniSvnelovania

markebisgan,

specialistebis

saqonlisa

mxolod

momxmareblisaTvis“.

Aamitom

azriT,

siaxle

aRiarebuli

mwarmoeblisaTvis, riskis

emTxveva

Semcirebis

anu

markebisgan da

ara

saukeTeso

saSualeba SeiZleba gaxdes saqonlis Canafiqris Semowmeba, iqamde, vidre

TviTon

gamoyofil

gamoCndeba

bazarze,

iqamdec

ki,

vidre

iqneba asignaciebi samecniero _ kvleviTi da sacdel _

sakonstruqtoro

samuSaoebisaTvis.

saqonlis Canafiqri

Semowmdes momxmarebelze.

vinaidan,

ideebs

xSirad

yvelaze

sityvebiT

ukeTesia,

gadmoscemen,

axali

yvelaze

martivia axali saqonlis Canafiqri gadmocemul iqnas gancxadebis saxiT da miyvanil iqnas momxmareblamde, romelsac sTxoven, rom misces mas Sefaseba. romelic

magaliTad axali gaziani sasmelis idea,

gamdidrebuli

mikroelementebis momxmarebels

iqneba

cilebis

baraTebze

sakvebi

danamatebiT,

CaTvliT,

dabeWdili

SeiZleba

teqstis

saxiT:

vitaminebis, waredginos “saqoneli

warmoadgens axali, sakvebi danamatebiT gamdidrebul ualkoholo sasmels. Ees gaziani sasmeli

Seicavs mozrdili adamianisaTvis

minimalurad aucilebeli vitaminebis dRiuri normis 9%_s. garda amisa sasmelis SemadgenlobaSi Sedis cilebi da mikroelementebi dam as gamouSveben ramdenime gansxvavebuli aromatiT”. saqonlis Canafiqris wardgena sityvieri gancxadebis saxiT bevr adgils tovebs momxmareblis fantaziisaTvis. es SesaZloa sasargeblo

aRmoCndes,

Canafiqri

bolomde

aris

damuSavebuli. Mmagram anketis rac ufro meti punqtis Sevseba uxdeba momxmarebels, miT ufro arasaimedo xdeba cdis Sedegebi. aprobirebis

ufro

Sesaferisi

warmodgena sareklamo gancxadebis

formaa saxiT,

saqonlis

Canafiqris

romelSic mkafiod

iqneba naTqvami, rogor gamoiyeneba axali saqoneli, riT iqneba

sasargeblo yvelafers,

momxmareblisaTvis rasac

konkurentebi

ramdenad

aRemateba

igi

sTavazoben.

vinaidan,

axali

saqoneli, bolos da bolos, sareklamo gancxadebis saSualebiT unda iyos warmodgenili, komunikaciis es forma yvelaze ufro Sesaferisia saqonlis Canafiqris Semowmebis dros. SesaZloa saqonelma warmatebiT daZlios Canafiqris stadia, magram,

saboloo

jamSi

saqonels yovel safexurze damzadebis,

SefuTvis,

warumatebloba

ganicados

bazarze.

maxeSi gabma elodeba _ konstruirebis,

fasis

gansazRvris,

reklamis

etapebze.

Secdomebis daSvebis SesaZlebloba mkveTrad iqneba Semcirebuli, Tu

momxmarebelze

aprobireba

gaxdeba

saqonlis

damuSavebis

RonisZiebaTa MmTeli kompleqsis ganuyofeli nawili. saqonlis pozicionireba garkveuli

azriT,

axali

saqoneli

saerTod

arsebobs.

rasac ar unda warmoadgendes egreTwodebuli siaxle, momxmarebeli maSinve Seadarebs mas ukve arsebul saqonels. axal sarecx fxvnils SeiZleba hqondes axali marka, axali SefuTva, axali feri, axali forma da Tavis Tavis Sesaxeb raime axals amtkicebdes, magram diasaxlisebi swrafad mounaxaven mas adgils maTTvis ukve cnobili markebis rigSi. isini mas aRiqvamen rogorc fxvnils, romelic erTs hgavs

meores

Zalian

hgavs,

rogorc

erTis

tolfas

Semcvlels da meoris arc ise Sesaferis Semcvlels, da SesaZloa ukeTes SemTxvevaSi rogorc raimes, aRemateba.

saxiT

romelic yvela ukve arsebuls

warmodgenili

pozicionireba

TvalsaCino

ilustracias ukeTebs wess, romelic iuwyeba, rom Secnoba aris axlis Sefardebis procesi adre gagebulTan. Aamitom rogoric ar unda iyos axali nivTi, is ar SeiZleba absoluturad axali iyos,

vinaidan misi ganmarteba Cven SegviZlia mxolod imis safuZvelze, rac ukve viciT. Ppozicionirebas didi strategiuli mniSvneloba aqvs da

mas

udgebian ramdenime sxvadasxva TvalsazrisiT. erTni Tvlian, rom pozicirebiT dakavebuli arian mwarmoeblebi, romlebic saqonlis formis,

misi

Semadgenlobis,

SefuTvis

zomis

fasis

manipulirebiT qmnian nakeTobas, romelic avsebs arsebuli markebis rigSi warmoqmnil xarvezebs konkretul sasaqonlo kategoriaSi. isini, am sityvis sruli mniSvnelobiT, gansazRvraven saqonlis adgils maRaziis Taroze. Mmagram aseTi midgomis dros SeiZleba mxedvelobidan Taroze

gamogvrCes,

saqonels

mwarmoebelma,

momxmareblis cnobierebaSi. daarwmunon

rom

momxmarebeli

adgilic

saboloo

unda

miuCinos

pozicionireba

xdeba

Mmwarmoeblebs SeuZliaT scadon, rom konkretuli

nakeTobis

siaxlesa

revoluciur xasiaTSi, xolo momxmarebels SeuZlia ubralod is aRiqvas rogorc raime odnav gaumjobesebuli an gauaresebuli im markasTan SedarebiT, romliTac isini ukve sargebloben.

l i t e r a t u r a 1. Е. В. Ромат «Реклама». 2001г. 2. Кеннет Роуман, Джейн Маас «Искусство Рекламы». 2007г.

Sinaarsi 1. Sesavali .................................................................................................................................................. 3 2. reklamis Canasaxebi Zvel samyaroSi .................................................................... 4 3. reklama Sua saukuneebSi .................................................................................................... 10 4. Aaxali drois dasavleTevropuli da amerikuli reklama ......... 18 5. reklamis adgili marketinguli komunikaciebis sistemaSi ...... 31 6. reklama presaSi ........................................................................................................................... 37 7. satelevizio, radio, kompiuteruli reklama. gare reklama. reklama transportze .......................................................................................................... 40 8. safirmo stili da brendi ............................................................................................... 48 9. Ffsiqologiuri

motivebi reklamaSi .............................................................. 50

10. gadawyvetilebaTa miRebis meTodika ............................................................... 59

ibeWdeba avtorTa mier warmodgenili saxiT

gadaeca

warmoebas

01.05.2009.

xelmowerilia

dasabeWdad

11.05.2009. qaRaldis zoma 60X84 1/16. pirobiTi nabeWdi Tabaxi 5. tiraJi 100 egz.

sagamomcemlo saxli `teqnikuri universiteti~, Tbilisi, kostavas 77

Sps `saund orbiti~, Tbilisi, rusTavelis 14