nana kacitaZe
r e k l a m a
Tbilisi
2006
iv. javaxivilis saxelobis Tbilisis sazelmwifo universiteti
nana kacitaZe
r e k l a m a
Tbilisi
2006
reklamis saxelmZrvanelo momzadda Tbilisis iv. javaxiSvilis saxelobis universitetis marketingis kaTedraze. naSromSi logikuri TanmimdevrobiT gaSuqebulia PprogramiT gaTvaliswinebuli Temebi da ZiriTadi sakiTxebi, kerZod, reklamis roli informaciisa da gasaRebis sferoSi, sareklamo kampaniis dagegmva da @fromouTen saqmianoba marketinguli komunikaciebis: gasaRebis stimulirebis, pirdapiri marketingis, personaluri gayidvebis da pr- is integraciis koncepcia wignSi sakiTxebi gaSuqebulia uaxlesi ucxouri literaturis wyaroebze dayrdnobiT. naSromi gankuTvnilia ekonomikisa da biznesis fakultetis studentebisaTvis. igi, agreTve, daxmarebas gauwevs biznesis sferoSi momuSave praqtikos muSakebs. saxelmZrvanelo orginaluria da pirvelad ieWdeba qarTul eneze.
redaqtori: recenzentebi;
prof. n. Todua doc. lela koWlamazaSvili doc. marina alania
saxelmZRvanelo damuSavebulia iv. javaxivilis saxelobis Tbilisis sazelmwifo universitetis marketingis kaTedraze
`Cemi
cxovreba rom Tavidan damewyo, albaT, mas reklamas mivuZRvnidi~. franklin d. ruzvelti `reklamis gareSe amerikis ekonomika TxuTmet wuTSi daingreoda~. vene pekardi (publicisti da sociologi) `reklama, rom gaigo, aucileblad unda gaarkvio, vin akeTebs reklamas, visTvis akeTebs da ra mizniT. Carlz leskoti (pedagogi) `xalxTan urTierTobis unari, es aris saqoneli, romelic SeiZleba iyido zustad iseve, rogorc vyidulobT Saqars an yavas... da me gadavixdidi aseTi unarisTvis mets, vidre sxva raimesTvis amqveynad~. j. d. rokfeleri
Tavi I
reklamis arsi, miznebi da amocanebi 1. reklamis arsi, gansazRvreba sityva `reklama~, warmodgeba laTinuri zmnisgan reclamo da niSnavs yvirils, Zaxils, moTxovnas. reklama,
upirveles
yovlisa,
saSualebaa,
romelsac
SeuZlia
daexmaros momxmarebels Seqmnas sakuTari azri, Sexedulebebi da amis safuZvelze gaakeTos
arCevani. reklama
saocrad
profesionalebs, romlebic muSaoben sareklamo zRvaris
gavleba
profesiebs
Soris,
rTuli
fenomenia.
sferoSi, uZneldebaT
romelsac
reklama
moicavs.
reklamaSi gamoiyeneba mravali dargis codna, kerZod: antropologiis, xelovnebis,
poeziis,
literaturis,
komunikaciebis,
ekonomikis,
marketingis, fsiqologiis, statistikis da a.S. aSS-s
marketingis
gansazRvrebas:
`reklama,
asociacia es
aris
gvTavazobs konkretuli,
reklamis zustad
Semdeg
dadgenili
damkveTis
mier
saqonlis,
ideis,
an
momsaxurebis
dafinansebuli,
arapirovnuli warmodgena~. reklama SeiZleba ganisazRvros, romelic
iswrafis
saqonlis,
rogorc komunikaciuri
Tu
momsaxurebis
saSualeba,
xarisxis
gadatanas
momxmareblis moTxovnilebaTa enaze. cnobili wignis, `marketingis safuZvlebi~_s avtori, f. kotleri reklamas ganmartavs Semdegnairad: `reklama komunikaciis arapirovnuli formaa, romelic xorcieldeba informaciis gavrcelebis anazRaurebadi saSualebebiT, dafinansebis zustad naCvenebi wyaroebidan~. reklamaze saubrisas, upirveles yovlisa, pasuxi unda gaeces Semdeg kiTxvebs: ra aris reklama? romelia misi umniSvnelovanesi parametrebi? reklamis
kotleriseuli
gansazRvreba
moicavs
Semdeg
elements:
komunikaciis fasiani forma, Tumca reklamis zogierT saxes aqvs ufaso farTi da dro masobriv sainformacio saSualebebSi (mag. socialuri reklama). reklamaSi ganTavsebuli informacia finansirdeba ara mxolod sponsoris,
aramed
identificirebuli
damkveTis
mxridan.
reklama
umTavresad cdilobs daiyolios momxmarebeli, an imoqmedos masze, Tumca zogierT SemTxvevaSi igi mxolod saqonlis an momsaxurebis gacnobis mizniT
iqmneba;
saSualebebiT
sareklamo vrceldeba,
myidvelebis didi auditoria.
gancxadeba
romlis
masobrivi
mizania
reklama
sainformacio
moicvas
warmoadgens
potenciuri ra
masobrivi
komunikaciis erT-erT formas, is ar aris personificirebuli. ase rom, reklamis
gansazRvra
SeuZlebelia
maTTvis
damaxasiaTebeli
Semdegi
niSnebis gareSe, e.i. reklama aris: 1. fasiani, 2. ara piradi komunikacia, romelsac
axorcielebs
iyenebs
masobriv
4.
3.
identificirebuli
sainformacio
sponsori
saSualebebs,
raTa
da
romelic
daiyolios
an
zemoqmedeba moaxdinos auditoriaze. Tanamedrove bazris pirobebSi Tu mwarmoebeli, kmayofildeba iseTi reklamiT, romelsac mxolod identificireba, an informireba SeuZlia, ,konkurentebTan mimarTebaSi Zalian sarisko mdgomareobaSi aRmoCndeba. ufro metic, reklamis Semqmnels unda axsovdes, rom misi samuSao mizani, gansxvavebiT reportioris, Jurnalistis, komentatoris samuSaosgan, aris
ara marto auditoriis informireba da garToba, aramed
mowodebulia
Secvalos adresatis damokidebuleba reklamis obieqtisadmi. kargi organizaciis dros, reklama Zalze efeqturia da xels uwyobs warmoebuli produqciis swraf da ganuwyvetliv realizacias; amyarebs saqmian
urTierTobas
mwarmoebelsa
da
myidvels,
an
produqciis
momxmarebels Soris; zrdis moTxovnas, rac, Tavis mxriv, aris sawarmos gafarToebis da sawarmoo saqmianobis efeqtianobis amaRlebis obieqturi safuZveli.
2. reklamis warmoSobisa da ganviTarebis istoria reklamis dokumenturi istoria 5000 wels iTvlis. albaT, gasakviri araa is faqti, rom yvelaze adreuli reklamis nimuSebi
swored im
xalxma datova, romelmac msoflios babilonis godoli aCuqa. reklama Tavis
warmoSobis
gamoyenebis
sawyis
aucileblobas
gansazRvravs
mis
etapze maSinac
saWiroebas.
mouqneli igive
upirveles
da
martivi
ganapirobebda, yovlisa
iyo. rac
-
misi dRes
saqonelze
informaciis gavrceleba da momxmareblis keTilganwyoba. erT-erTi pirveli sareklamo
masala, romelmac Cvenamde moaRwia
egvipturi papirusia, masSi monis gayidvis Sesaxeb iuwyebian. istoria aseve mowmobs, rom TiToeul negociants (didi vaWari, romelic biTumad vaWrobda
ucxo
qveynebSi,
sovdagari)
mesopotamiaSi
Tavisi
emblema
(savaWro marka) hqonda _ Tanamedrove safirmo niSnis pirvelsaxe. jer
kidev
adreul
feodalur
sazogadoebaSi
farTod
iyo
gavrcelebuli nakeTobaze xelosnis mier inicialebis amotvifra (damRa), Tavisi ostatobis warmosaCenad. amitom momxmarebeli saqonlis SeZenis dros nawarmze misTvis sasurvel amosacnob niSans eZebda, iseve rogorc dRes
saqonlis
SeZenisas
vsargeblobT
savaWro
markis
an
saqonlis
samarko dasaxelebiT. magaliTad, meTunuqe Tavis nawarms adebda niSans inicialebiT da Tu myidveli nakeTobas dadebiTad Seafasebda, maSin aseTi naxelavi - cnobili inicialebiT kargad iyideboda.
Zvel
saberZneTSi
daqiravebuli
arsebobda
adamianebi
`qalaqis
dadiodnen
da
macnes~
auwyebdnen
qalaqelebs. mogvianebiT, Sua saukuneebSi, sityvieri popularuli
sareklamo
saqonlis
gamoyenebasa
inglissa
da
moTxovnebis
safrangeTSi
mis
procesi. moexdinaT
da
amgvari
gaxda.
Tvisebebze,
iyenebdnen.
dafiqsirebisa
formirebis zegavlena
da
saSualeba
amave codna
warmoebaze
da
instituti. axal
reklama erT-erTi
klientebTan
saubars,
gansakuTrebiT
arsebiTad dros,
es
misTvis
aqtiurad
iyo
axali
vaWrebs
ambebs
arsebuli
moTxovnebis
saSualebas moqmedebis
aZlevda garkveuli
programa ekarnaxaT. Zvel
qalaqebSi
bevri
iyo
mimpatiJebeli.
maTi
saqmianobas-
momxmareblis `ZaliT SeTreva~ kanoni garkveul CarCoebSi aqcevda. sakmaod xangrZlivi istoria aqvs abrebs, rogorc gare reklamis saxes. uZvelesi xalxi finikielebi savaWro gzis gaswvriv, kedlebze akeTebdnen komerciuli Sinaarsis
warwerebs. saqaravne gzajvaredinebze
ki vaWrebis mier kldeebze gakeTebul warwerebSi aRniSnuli iyo, Tu sad mihqondaT esa Tu is saqoneli savaWrod. pompeis arqeologiuri gaTxrebis Sedegad, patara daxlis Soriaxlos ipoves abra, miTiTebiT, Tu riTi vaWrobda es mewarme. gare reklama sakmaod
popularuli
iyo
XVII-XVIII
saukunis
evropis
qalaqebSi.
mosaxleobis umravlesobis gaunaTleblobis gamo, gare reklamis teqsti primitiuli feodalur
da advilad aRsaqmeli unda yofiliyo. saqarTveloSic
xelosnobis
ganviTarebasTan
erTad
Camoyalibda gildis sistema, misi monopoliuri vaWrobis formiT. im SemTxvevaSi Tu saqonels ar hqonda gildis damRa, aseTi saqonliT vaWroba
ikrZaleboda.
romlebsac
aRebuli
amiT
is
hqonda
icavda ufleba
im
mwarmoebelTa
ewarmoebinaT
interesebs,
gansazRvruli
saqoneli. amrigad, savaWro markis arsebobas didi xnis istoria aqvs da igi dResac asrulebs mis ZiriTad funqcias, kerZod daicvas momxmarebeli yalbi da uxarisxo saqonlisagan da Tavis mxriv mwarmoeblis prestiJic. ar SeiZleba ar aRiniSnos qarTveli mxatvris niko firosmanis Sedevrebi, rogorc duqnebis sareklamo abrebi, Zveli Tbilisis quCebSi.
Zvel romSi sareklamo gancxadebebs ganaTavsebdnen specialurad aSenebul
kedlebzec.
kedlebze,
rac
xelisufleba, SeeSala
gancxadebebs
saxlis
Seqmnili
reklamis
akravdnen
mepatroneTa situaciidan
aseTi
sacxovrebeli
protests gamomdinare,
formisTvis.
saxlis
iwvevda.
qalaqis
cdilobda
xeli
erT-erTi
aseTi
sainteresoa
akrZalva warweris Sesaxeb: `vai mas, visi saxelic aq iqneba naxsenebi. ar eRirsos mas warmateba~. beWdviTi masobrivi pirveli
presis
warmoSobam
sakomunikacio beWdviTi
komunikaciur
farTod
gauRo
kari
Tanamedrove
saSualebebis ganviTarebas. 1473 wels gaCnda
reklama.
winadadebebs
es
iyo
moicavda.
sainformacio
fosta,
me-18
inglisSi
saukunis
romelic kviris
gazeTebSi gamoCnda, komerciuli gancxadebebi. aseTi saxis informacia xels
uwyobda
zemoxsenebuli saqmianobis
maT
popularizacias
sareklamo
gansakuTrebul
da
saqmianoba formas,
ar
gasaRebas.
Tumca,
warmoadgens
iseTs,
rogorsac
arcerTi
sazogadoebrivi vicnobT
dRes.
sareklamo saSualebebis adreul etapze arsebobis faqtebi ar gvaZlevs saSualebas visaubroT reklamaze, rogorc sazogadoebrivi saqmianobis damoukidebel
formaze. igi
aseTi saxiT XIX saukunis meore naxevridan
gvevlineba amerikaSi, xolo 1800 wlidan - inglisSi. am periodidan Cndeba pirveli
sareklamo saagentoebi, rac gulisxmobs,
rom garkveulma fenam
am saqmiT fulis gakeTeba daiwyo. reklama gamoeyo vaWrobas, rogorc damoukidebeli saqmianoba. pirvelma sareklamo saagentoebma saqmianoba, mxolod JurnalSi an gazeTSi
sareklamo
gancxadebis
yidulobdnen
gamomcemlebisgan
nawil-nawil,
ufro
maRal
adgilis
garkveul
fasSi
mimarT.
maT
ukve
uxdebodaT
gverds,
yiddnen.
reklamis damkveTebi ufro momTxovni ara
gayidviT
bazris
daiwyo.
romelsac Semdgomma
isini Semdeg zrdam
gaxada reklamis saagentoebis marto
sareklamo
informaciis
ganTavseba, aramed iseTi momsaxurebis gawevac, rogoricaa: sareklamo teqstis Sedgena, ilustraciebis Seqmna da aseve bazris Seswavla.
mxolod
XX
saukunis
dasawyisisTvis
daekisraT
sareklamo
saagentoebs is roli, rac dRemde aqvT. kerZod, sareklamo
kampaniis
dagegmva da ganxorcieleba. radiosa
da
xelmisawvdomi
televiziis gaxada
eram
kidev
nebismieri
ufro
donis
gaafarTova
adamianis
da
masobriv
komunikaciaSi monawileoba. mogvianebiT, XX saukunis bolos, gamoCnda kompiuteri,
romelic
saSualebad
SeiZleba
CaiTvalos.
personaluri
gansakuTrebiT
komunikaciis
didia
misi
sareklamo
mniSvneloba,
moxmarebis komfortulobisa da didi raodenobis informaciis tevadobis gamo. sareklamo informaciis
biznesis
ganviTareba
saSualebebis
pirdapir
kavSirSia
ganviTarebasTan.
mniSvnelovani biZgi misca sareklamo
biznesis
misma
masobrivi
ganviTarebam
dRevandel masStabebs.
magaliTad, radios gamoCenam komunikaciaSi Caaba wera-kiTxvis ucodinari mosaxleoba. maT saSualeba misca mieRo informacia da ganaTleba. televizia dResac rCeba unikalur sareklamo saSualebad farTo masebSi
gavrcelebis
gamosaxulebis,
TvalsazrisiT
ferebis,
moZraobis,
_
masSi
saqonlis
Serwymulia
demonstrirebis
xmis, farTo
SesaZleblobebi. 2000 wlis monacemebiT, telereklamis wili reklamis saerTo
xarjebSi, procentulad, Semdegnairia: aSS _ 38,7%, iaponia _
45,1%, germania _ 23,1%. XX saukuneSi sakmao warmatebas miaRwia saagentom _ J. Walter Thomson Co. misi warmateba ganapiroba col-qmris _ stenli administraciulma
stilma.
stenli
da elen
rezorma,
rezorebis
romelic
firmas
xelmZRvanelobda, SeimuSava reklamis sargeblianobis koncefcia. ki
_
teqstebis
Sedgenis
axali
meTodebi.
amasTan
maT
elenma
SemoiRes
xelmZRvanelobis axali stili, romlis Tanaxmadac, saagentos muSakebi yovel klientTan individualurad muSaobdnen. 1923 wels raimond rubikenma, jon or iangTan erTad, Seqmna sareklamo kompania
`Youmg
damaintrigebeli
&
Rubicam~.
saTaurebiT.
isini maT
unikalur
TavianaT
reklamas
saqmianobaSi
procesTan erTad, kvleviTi saqmianobac CarTes.
qmnidnen
SemoqmedebiT
rac Seexeba reklamis momavals, mecnierTa erTi nawili
fiqrobs, rom
didi momavali aqvs reklamas internetSi. reklamis ganviTarebis erTerTi tendenciaa konvergencia, anu gaerTianeba
unikalur
auditoriasTan
ramdenime teqnologiisa da servisis
simbiozsSi.
gaumjobesebuli
konvergencia
kontaqtis
xasiaTdeba
SesaZleblobebiT
da
gancxadebis miRebis mxridan komunikaciebze didi kontroliT.
3. reklamis amocanebi da funqciebi 3.1. reklamis amocanebi reklamis arsi SeiZleba ganvsazRvroT im amocanebiT romelsac igi asrulebs biznessa da sazogadoebaSi. igi warmogvidgeba Semdeg oTx rolSi: 1. marketinguli; 2. komunikaciuri; 3. ekonomikuri; 4. socialuri.
marketinguli roli (mniSvneloba) marketingi aris saqmianoba,
romelic saqonlisa da momsaxurebis
meSveobiT, momxmareblis saWiroebisa da survilebis dasakmayofileblad biznesSi xorcieldeba. kompaniis marketinguli Zalisxmeva, qmnis miznobriv bazars, marketingis insturmentebi TavisTavSi moicaven: produqts, mis fass, saSualebebs, romlebic gamoiyeneba produqciis miwodebisaTvis. marketingi meqanizms.
aseve
am
CamoTvlili
moicavs
meqanizms oTxi
Tavisi
ewodeba
instrumenti
marketinguli
struqtura.
yvela
qvestruqturas
da
aseve
Sedgeba
informaciis marketinguli
mTlianobaSi instrumenti rigi
myidvelze
gadacemis
komunikacia.
ganisazRvreba, TviTon
elementebisagan.
qvemoT rogorc
warmoadgens marketinguli
komunikaciebis danawevreba xdeba oTxi monaTesave realizaciis xerxebad: 1. reklama; 2. gayidvis stimulireba; 3. sazogadoebrivi kavSiri; 4. personificirebuli gayidva.
marketingul komunikaciebs
aseve miekuTvneba
informacia
gayidvis
punqtSi da SefuTvaze. e.i. reklama kompaniis marketinguli komunikaciis programis mxolod erT-erTi elementia.
komunikaciuri roli reklama
masobrivi
gansxvavebuli
komunikaciis
tipis
marketingul
erT-erTi
formaa.
informacias,
igi
gadascems
romelic
mimarTulia
bazarze myidvelsa da gamyidvels Soris urTierTgagebis misaRwevad. informacia,
reklama,
propaganda,
rogorc
didi
xe
izrdeba
erTi
Zirisgan, romlis saxelia masobrivi komunikacia. masobrivi komunikaciis erT-erTi
pirveli
Semswavleli,
masobrivi
komunikaciebis
gvTavazobs
xuT
iseT
uelsis
aRweras
kiTxvas,
universitetis
Semdegnairad
romelzec
pasuxs
profesori,
gvTavazobs. iZleva
is
masobrivi
komunikaciis formebi da aaseve reklamac.es kiTxvebia: 1. vin laparakobs? 2. razea laparaki? 3. vis mimarTavs? 4. kavSiris romel xerxs pasuxs an arxs iyenebs? 5. rogori efeqturobiT? am SekiTxvebze reklamis kotleriseuli gansazRvreba SesaZleblobas iZleva
reklamis
Tvalsazrisis
funqcia
SemoqmedebiTi
ganixilebodes, komunikaciuri
rogorc forma.
komerciuli
kotleris
TqmiT
termini `zemoqmedeba~ gulisxmobs, rom Tanamedrove reklama igegmeba reklamis
obieqtis
gansamtkiceblad. SemoqmedebiTi samuSaosgan
mimarT
reklamis
samuSaos gansxvavebiT
damokidebulebis Semqmnels
mizani aris
unda
axsovdes,
komunikaciebisa ara
marto
Sesacvlelad
da
informireba
rom
an misi
redaqtorebis da
garToba
auditoriis, aramed man unda Secvalos an daamyaros reklamis adresatis damokidebuleba reklamis obieqtisadmi. amitom mwarmoebeli reklamaSi mxolod identifikaciiTa da informirebiT ar unda kmayofildebodes.
sazogadoebrivi roli reklamas aseve gaaCnia sazogadoebrivi roli da ara erTi. igi sazogadoebas informacias gvawvdis axal da gaumjobesebul saqonelze
da gvaswavlis rogor gamoviyenoT es siaxleebi. informirebiT sazogadoebas exmareba Seadaros baZarze arsebuli saqoneli, ipovos misTvis sasurveli ganmasxvavebeli anu gansakuTrebuli Tvisebebi da miiRos gadawyvetileba konkretuli saqonlis Sesyidvaze. reklamas gaaCnia SesaZleblobebi gaifurCqnos sazogadoebaSi, sadac winadadebebi iRwvian moTxovnebis gadaswrebaze. aseT stadiaze reklama gadadis
informaciuli
momsaxurebis
ubralo
warmodgenidan
iseT
cnobebze, romlebmac unda Camoayalibon axali moTxovnebi konkretul savaWro markaze. sainteresoa, SeuZlia, Tu ara reklamas xalxis manipulireba, miyveba reklama
tendencias,
kritikosis
azriT,
Tu
TviTon
reklamas
warmoadgens
gaaCnia
Zala,
wamyvans?
romliTac
zogierTi
igi
karnaxobs
sazogadoebas, Tu rogor moiqces. isini darwmunebulni arian, rom Tu romelime individualur reklamas ar SeuZlia momxmareblis moqmedebaze kontrolireba,
maSin
reklamis
Sejerebuli
efeqti,
televiziaSi,
radioSi, gamocemebSi, yvelgan da Tundac saxlis karebze, SeuCerebelia da axdens damTrgunvel zemoqmedebas. Tumca,
unda
aRiniSnos,
rom
gansazRvruli
magaliTad
bavSvebze,
gaunaTlebel
zogierTma
reklamam
SeiZleba
danarCenebze,
magram
konkretuli reklamam
mainc
jgufis
mosaxleobaze
meti
rTulia
zegavlena mixvide
an
adamianebze,
moxucebulebze
moaxdinos,
im
daskvnamde,
vidre rom
an reklamaTa seriebma gvaiZulos saqonlis yidva.
ar arsebobs reklamis manipulirebis Zalis damamtkiceblebi, radgan Cvens arCevanze da gadawyvetilebaze moqmedebs sxva mravali faqtorebic. reklama aris masobrivi komunikaciis erT-erTi forma. is gascems sxvadasxva informacias gamyidvels da myidvels Soris urTierTgagebis dasamyareblad. reklama ara mxolod saqonlze axdens informirebas, aramed
aswavlis
Taviseburebebis cnobierebaSi
maT
gamoyenebas,
SedarebaSi. moaxdinos
transformirebac.
aseve,
mas
exmareba
aseve
Seswevs
reklamirebuli reklamas,
saqonlis
rogorc
Zala,
saqonlis modisa
da
maTi
myidvelis Tvisebebis
da
dizainis
tendenciebis sarkes, Tavisi wvlili Seaqvs sazogadoebis esTetikuri warmodgenebis CamoyalibebaSi.
amrigad reklama sazogadoebis aRmzrdelobiTi rolSic gvevlineba. is adamianSi progresuli Sexedulebebisa da azrebis Camoyalibebas uwyobs xels. sworad dayenebuli reklama – es xalxis aRzrdis, mecnierebis miRwevis danergvis saSualeba da materialuri kulturis amaRlebisaTvis, uZraobisa da CamorCenilobasTan brZolis
instrumentia instrumentia
magram, yvelaferi es damokidebulia imaze, Tu risTvis gamoiyeneba da vis xelSi imyofeba reklama.
ekonomikuri roli arsebobs
reklamaze
Sexedulebis
ori
sistema.
pirveli
-
bazris
siZlieris Teoria,romelic reklamas Tvlis darwmunebis saSualebad, romelic saqonels ukeTebs diferencirebas da amcirebs momxmareblis survils
gamoiyenos
konkurenti
firmebis
analogiuri
saqoneli.
am
sistemiT, reklama fasis mixedviT moTxovnis elastiurobas amcirebs. meore Sexeduleba-ekonomikuri informaciis Teoria Tvlis, elastiuroba markis
rom fasis
xels uwyobs momxmarebelTa gaTviTcnobierebas mocemuli
saqonlis
sainformacio
Semcvlelis
modelSi
aris
xarisxSi.
umTavresi
alternativis
daSveba,
am
sareklamo-
romelic
zrdis
safaso elastiurobas ise, rom fasSi mcire cvlilebac ki, moTxovnaze mniSvnelovan gavlenas axdens.
3.2. reklamis funqciebi yoveli
calkeuli
reklama
an
sareklamo
kampania
mimarTulia
sponsoris mier dayenebuli marketinguli amocanis gadasaWrelad. TvalsazrisiT reklamas SeiZleba qondes Semdegi sami ZiriTadi
1.
informireba markis an saqonlis Sesaxeb.
am
funqcia:
reklama xSirad ar
Seicavs dawvrilebiT informacias, Tumca miwodebuli cnobebi aqtualuria da momxmarebels gadawyvetilebis miRebaSi exmareba. es,
jer
kidev,
misi
mTavari
funqciaa.
am
cnobebis
saxe
damokidebulia auditoriis moTxovnilebebze. 2.
moqmedebisken
waqezeba.
xSir
SemTxvevaSi,
momxmareblebi
Camoyalibebul Cveulebebs Znelad eTxovebian. reklama, sTavazobs
ra
Tavis
argumentebs,
momxmarebels
urCevs
gadaerTos
axal
markaze. sargebeli, xarisxi, ufro dabali fasi, garantia an cnobili
adamianis
Cveneba
_
SesaZlebelia
yvela
am
xerxis
gamoyeneba. 3.
Sexseneba da imijis ganmtkiceba. yoveldRe uamravi sareklamo gancxadeba midis momxmarebelTan. Tumca, is male iviwyebs maT aviwydebaT, amitom
Tu
ratom
reklama
dasaxeleba,
iyide
gansazRvruli
markis
mudmivad
Seaxsenos
valdebulia
misi upiratesobani
saqoneli, markis
da Rirsebebi.
4. reklamis klasifikacia reklama
rTuli fenomenia, radgan mas gansxvavebuli miznebis
da
aqedan gamomdinare, mis mimarT gansxvavebuli moTxovnebis mqone damkveTi hyavs.
maT
ki
romalic,
aseve
gansxvavebuli
auditoriis
dapyrobas
cdilobs. imisTvis, rom gasagebi iyos reklamis arsi, saWiroa gairkves `Tu vin akeTebs reklamas, visTvis da ra mizniT~ _ ambobs amerikeli reklamisti Carlz leskoti. zemoT Tqmuls Tu davumatebT imas, rom adamiani yovelTvis cdilobs sistemaSi moiyvanos mis mier SeZenili codna da gamocdileba, SeiZleba reklamis klasifikacia misi funqciidan gamomdinare; _ vis emsaxureba mocemuli reklama, visTvisaa gankuTvnili da
ra
saSualebebs
eyrdnoba.
amis
gaTvaliswinebiT
gansxvavebulia
reklamis forma, Sinaarsi, xasiaTi. gamoyofen reklamis cxra ZiriTad tips: 1.
savaWro markis reklama. sareklamo mimarTvebis umravlesoba esaa erovnuli
samomxmareblo
reklama.
sxvanairad
mas
uwodeben
savaWro markis reklamas. am reklamaSi mTavari yuradReba eqceva savaWro
markis
saxis
Seqmnas
da
am
markis
xangrZlivi
damkvidrebis uzrunvelyofas. 2.
sacalo-savaWro xasiaTs
atarebs
reklama. da
sacalo-savaWro
fokusirebulia
reklama
savaWro
lokalur
wertilze
an
momsaxurebis sferos sawarmoze. aq SeiZleba iyidebodes mravali sxvadasxvagvari
saqoneli,
an
gvTavazobdnen
gansazRvrul
momsaxurebas. sacalo-savaWro reklamaSi yuradRebas amaxvileben fasze,
saqonlis
xelmisawvdomobaze,
savaWro
wertilis
adgilmdebareobaze da mis samuSao droze. 3.
politikuri
reklama.
politikosebi
reklamas
iyeneben,
adamianebis Sesagulianeblad _ miscen maT xma. demokratiul qveynebSi,
is
politikuri
procesebis
mniSvnelovani
nawilia,
sadac daSvebulia asarCev postebze kandidatebis reklamireba. 4.
reklama cnobarebSi. is aucilebelia adamianebisTvis,
sad da
rogor SeiZleba ama Tu im saqonlis SeZena an momsaxurebis miReba. am reklamas kargad cnobili formaa `yviTeli furclebi~. 5.
reklama dauyovnebeli gamoZaxiliT. reklamis am saxes SeuZlia gamoiyenos nebismieri sareklamo garemo. Tumca, nacionaluri da sacalo-savaWro reklamisgan gansxvavebiT, is cdilobs pirdapiri SekveTiT gayidvas gaukeTos stimulireba.
6.
saqmiani
reklama.
romelic
saqmiani
mimarTulia
reklama
sacalo
Seicavs
da
sabiTumo
distributorebis, samrewvelo sawarmoebis specialist-profesionalebisken
Setyobinebas,
-
(magaliTad:
vaWrebis,
myidvelebisa
da
advokatebi
da
eqimebi). aseTi saxis reklama Tavsdeba profesiuli Jurnalebsa da gamocemebSi.
aqvs gamokveTili, informaciiT gajerebuli
teqsti da ilustracia. 7.
institucionaluri
(korporaciuli)
reklama.
am
reklamas
korporaciul reklamasac uwodeben. misi mizania korporaciis cnobadobis
Seqmna,
an
sazogadoebis
yuradRebis
miqceva
Sesabamisi organizaciis mimarT. 8.
socialuri reklama. socialuri
reklama propagandas uwevs
raime pozitiur movlenas, rogoricaa vTqvaT sasmelis uaryofa manqanis tarebis dros. aseT reklamaSi farTi
da dro masobriv
sainformacio saSualebebSi arakomerciul sawyisebzea (ufasoa). 9.
interaqtiuli individualur
reklama.
interaqtiuli
momxmarebelTan,
romelsac
reklama kompiuteri
midis da
interneti aqvs. reklama ganTavsdeba Web gverdebze, banerebze da a.S. marketingis
ganviTarebis
Sesabamisad,
sareklamo
saqmianobac
rTuldeba. is ufro mravalsafexuriani da mravalstruqturiani xdeba, xolo msoflio praqtikaSi
ar arsebobs reklamis saxeobaTa erTiani
klasifikacia. cxrilSi #1 SemoTavazebulia reklamis klasificirebis erT-erTi SesaZlo varianti.
cxrili #1 reklamis saxeebis klasifikacia klasifikaciis niSani 1 reklamirebis obieqti
reklamis saxe 2
sasaqonlo prestiJuli informaciuli damarwmunebeli Semaxsenebeli racionaluri
zemoqmedebis mixedviT
iracionaluri emociuri
koncentrirebuloba gansazRvrul
seleqciuri
segmentze
masobrivi
teritoriis momcveloba
lokaluri
regionuli
saerTo-erovnuli
saerTaSoriso
calkeuli firmidan
erToblivi (kooperaciuli)
presaSi
beWdviTi
audiovizualuri
radio da telereklama
sareklamo mimarTvis xasiaTi da Taviseburebani Miznobriv
auditoriaze
dafinansebis wyaro
gavrcelebis saSualebebi
sareklamo suvenirebi
pirdapiri safosto
gare
gamofenebi da bazrobebi
reklamirebis obieqtis mixedviT SeiZleba visaubroT ori
ZiriTadi
saxis reklamaze: sasaqonlosa da prestiJulze. sasaqonlo
reklamis
ZiriTadi
amocanaa
moTxovnis
formireba
da
stimulireba. aseTi reklama potenciur klientebs awodebs informacias produqtis Rirsebebis Sesaxeb, aRuZravs
interessa da xels uwyobs mis
gayidvas. prestiJuli, anu imij-reklama RirsebaTa reklamaa, romelic ukeTesi kuTxiT ganasxvavebs firmas konkurentisgan. misi mizania sazogadoebaSi, upirveles
yovlisa,
potenciur
klientTa
Soris,
mimzidveli
imijis
Seqmna, romelic iwvevs ndobas reklamirebuli obieqtis mimarT. sareklamo mimarTvis funqciisa da xasiaTisa mixedviT, ansxvaveben informaciul, damokidebulia bazarze
damajerebel saqonlis
gamosvlis
da
Semaxsenebel
sasicocxlo
etapze
reklama
ciklize,
reklamas,
romelic
kerZod:
saqonlis
informaciuli
xasiaTisaa,
damkvidrebis etapze damarwmunebeli, simwifis etapze _ Semaxsenebeli. da bolos, mxardamWeri _ loialurad ganwyobili momxmareblisTvis. nax.#1 informaciuli reklamis ZiriTadi amocanaa saqonlis daxasiaTTeba da misi Rirsebebis mitana potenciur momxmareblamde. damajerebeli reklama -
reklamis yvelaze agresiuli saxea, romlis
ZiriTadi amocanaa reklamirebuli saqonlisadmi upiratesobis miniWeba, potenciur momxmarebelTa Tanmimdevruli darwmuneba, swored misi da ara konkurentuli produqtis SeZenis survilis formireba, yidvis faqtis waxaliseba da a.S. Semaxsenebeli reklama _ gamoiyeneba gansazRvrul bazarze, produqtis (firmis)
arsebobisa
da
misi
maxasiaTeblebis
informirebulobis SesanarCuneblad.
Sesaxeb,
momxmarebelTa
miznobriv
auditoriaze
zemoqmedebis
saSualebis
mixedviTY
unda
ganvasxvavoT racionaluri da emociuri reklama. _ racionaluri reklama axdens potenciuri klientis informirebas, da mohyavs dasabuTebebi mis dasarwmuneblad. _
emociuri
reklama
mimarTavs
grZnobebs,
emociebs,
mogonebebs,
saxeobebis
sxvadasxva
zemoqmedebs asociaciebze. mravali
sareklamo
mimarTva
dasaxelebuli
kombinaciebia. gansazRvrul
segmentze
konkurentulobis
niSani
miznobriv
auditorias saSualebas aZlevs ganasxvaos: _
seleqciuri
(arCeviTi)
reklama,
romelic
mkafiodaa
mimarTuli
gansazRvruli jgufis momxmarebelze (sabazro segmentze). _ masobrivi reklama, romelic mimarTulia realur da potenciur momxmarebelTa farTo wreebze, anu sazogadoebaze. sareklamo
saqmianobaSi
teritoriuli
momcvelobis
mixedviT
gamoyofen:
lokalur
reklamas
(masStabebi
-
gayidvis
konkretuli
adgilidan calkeuli dasaxelebuli punqtis teritoriamde);
regionuls – moicavs qveynis gansazRvrul nawils;
saerTo erovnuls – xorcieldeba mTeli saxelmwifos masStabSi;
saerTaSorisos - xorcieldeba sxvadasxva qveynis bazrebze.
reklamas
SeiZleba
hqondes
dafinansebis
sxvadasxva
wyaroebi.
aRniSnuli niSnis Sesabamisad ganasxvaveben: sawarmos (viwro safirmos) da
erTobliv
(korporaciul)
reklamas.
horizontaluri
erToblivi
reklama iTvaliswinebs erTi saxis produqtis CarCoebSi damoukidebeli savaWro
sawarmoebis
sareklamo
Zalebis
gaerTianebas.
vertikaluri
erToblivi reklama ki gulisxmobs mwarmoeblebis ramdenime sareklamo ZalTa gaerTianebas.
Tavi II sareklamo industria 1.
sareklamo
industriis
Camoyalibebisa
da
ganviTarebis Taviseburebeani sareklamo industriam Camoyalibebisa da ganviTarebis xangrZlivi istoriuli
gza
ganvlo.
miCneulia,
rom
msoflioSi
pirveli
sareklamo saagento iyo artur gorJisa da uolter konis biuro, romelic maT londonSi, 1611 wels daaarses. Tumca, sareklamo industriis samSoblod da simbolod, mainc amerikis SeerTebuli Statebia aRiarebuli. pirveli amerikeli sareklamo agentis rolis Semsrulebels
_
fostalionebis
periodidan
dRemde,
sanam
sareklamo saagentoebis saqmianoba dRevandel masStabebs miaRwevda, daaxloebiT palmeris
sami mier
saukunenaxevari.
saukune aRebuli
gvaSorebs;
pirvel
sakomisio
damoukidebeli
reklamist
gasamrjelodan
sareklamo
agentebis
swored amerikeli volni palmerisa da jon hukisgan
volni ki
_
saqmianoba
momdinareobs.
momgebian sareklamo bizness amerikaSi 1850-ian wlebSi jorj rouelma Cauyara safuZveli. man filadelfiaSi 100 gazeTis sareklamo farTobi SeiZena da maTi patar-patara svetebad gayidva daiwyo. imave rouelma, 1869 wels, erTxel kidev SeZra imdroindeli sareklamo samyaro, roca gazeTebis sareklamo tarifebi gamosca da media-dagegmarebas gaukvala gza. 1870
wlidan,
roca
mweralma
Carlz
ostin
beitsma,
sareklamo teqstebis SeTavazeba daiwyo da Semdeg kalkinsTan da
holdenTan erTad, 1890 wels, sareklamo saagento gaxsna, es ukve aRar iyo Cveulebrivi sareklamo samuSao. kalkinsi da holdeni reklamistebis pirvel Taobas miekuTvnebian, romelTac sareklamo saqmianoba
Tvisobrivad
sruliad
axal
simaRleze aiyvanes. maT
gaaerTianes dagegmareba, teqstebis SeTxzva,
mxatvruli gaformeba
da sazogadoebas aCvenes Tu rogori efeqturi reklamis Seqmna iyo SesaZlebeli adamianis fantaziiTa da am yvelafris mas
Semdeg,
ukve
maTi
mibaZviT,
sinTeziT.
sxva
sareklamo
saagentoebic gadaiqcnen SemoqmedebiT centrebad, sadac xdeboda mravalferovani SemoqmedebiTi sareklamo ideebis regeneracia da realizacia. 1875 wels frensis eierma daaarsa sagento da reklamis damkveTebs SesTavaza gadaexadaT zustad is safasuri, romelsac TviTon
uxdida
sakomisio
gazeTis
anazRaurebis
redaqciebs. gamoklebiT,
(anu
redaqciis
fiqsirebuli).
tarifi,
samagierod,
reklamis damkveTs Tavisi reklama
mTlianad eieris agentebis
meSveobiT
ganxorcielda
novacia,
unda -
ganeTavsebina.
myidveli,
amiT
romelic
yovel
jerze
kidev
erTi
reklamis
axal
gamyidvels eZebda, gadaiqca erTi romelime saagentos loialurad erTgul klientad. mecxramete
saukunis
meore
naxevarSi,
warmoebis
masStaburma
zrdam, sasaqonlo bazrebis gajereba gamoiwvia da
gamyidvelis
bazari
mniSvnelovnad
myidvelis
gazarda
moTxovna
bazrad sareklamo
gadaaqcia.
Aaman
momsaxurebaze
da
daaCqara sareklamo industriis ganviTareba, rasac saxelmwifos mxridan misi intensiuri sakanonmdeblo regulireba mohyva. 1891 sakomisio
wels,
gamomcemloba
anazRaurebas
gadauxdida
,,Qurtis-ma"
ganacxada,
mxolod
im
rom
saagentoebs,
romlebic daTanxmdebian gayidon reklama mTlian safasurad. Amas Semdeg ukve moqmedebda iseTi SeTanxmeba, romelic iTvaliswinebda gadaxdas daTmobis gareSe. es wesi moqmedebda TiTqmis 50 wlis manZilze,
romlis
ganmavlobaSic
saagentoebis
sakomisio
anazRaureba varirebda 10-dan 25%-mde - rogorc gazeTebSi, aseve JurnalebSi.
meoce saqmianobis
saukunis
dasawyisidan
TviTregulirebis
redaqciaTa
asociaciebis
idea.
1917
meSveobiT,
gaCnda
sareklamo
wlidan,
gazeTebis
dadginda
sareklamo
saagentoTa sakomisio anazRaurebis 15 %-iani ganakveTi, romelic dResac ZalaSia _ yvela mediasTan mimarTebaSi. Tanac anazRaureba mxolod
im
saagentoebs
asociaciebi
aRiarebdnen.
eZleoda, aseTebs
romlebsac sakmaod
sagamomcemlo
farTo
hyavdaT, kompetenturi iyvnen sareklamo biznesSi
klientura
da ar hqonda
finansuri problemebi. Ees moTxovnebi dResac ZalaSia. sareklamo saagentod miiCneva nebismieri firma, magram sakomisio anazRaurebis ufleba eZleva mxolod oficialurad aRiarebul kompanias. Tanamedrove sareklamo saagentoebi uwindeburad iReben sakomisios mediisgan, oRond reklamis damuSavebisa da warmoebis xarjebi
ekisreba
reklamis
damkveTs.
mas
emateba
momsaxurebis
anazRaureba, romelic Cveulebriv, Rirebulebis 17,65 %-s Seadgens. es mTliani Rirebulebis 15 %-is ekvivalenturia. Tanxa damatebiTi momsaxurebisTvis ki emateba SeTanxmebiT. reklamistebis
sazogadoebrivi
organizaciebis
raodenoba
izrdeba. maT mniSvnelovani roli Seasrules, rogorc sareklamo saqmianobis
TviTregulirebis
mwarmoebelTa
eTikuri
procesSi,
normebis
aseve
CamoyalibebaSi.
reklamis 1917
wels
Seiqmna reklamis mwarmoebelTa msoflioSi yvelaze cnobili asociacia --
`amerikis sareklamo saagentoebis asociacia "AAAA"_
(American Association of Advertising Agencies). Camoayaliba
is
ZiriTadi
man
moTxovnebi,
gansazRvra romelsac
da unda
akmayofilebdes sareklamo saagento. Tu sareklamo saagento am pirobebs
pasuxobs,
maSin
SeuZlia
ganacxados
pretenzia
am
asociaciis wevrobaze. man
SeimuSava
saagentoebis momsaxurebaTa dRemde amerikaSi
sareklamo
momsaxurebis kompleqtia,
mxolod 500-ze
praqtikis standarti,
sruli
umniSvnelo
kodeqsi,
sareklamo
romelic
faqtiurad,
servisi.
cvlileba
man
daarsebidan
ganicada.
amJamad
meti sareklamo saagentoa am asociaciis wevri
da maTze modis mTeli erovnuli reklamis daaxloebiT 80 %.
A
ase
rom,Mmsoflio
udidesi
wvlili
maTve
Sromebi.
ganviTarebaSi
sareklamo
saagentoebs
miuZRviT.
reklamis
Teoriis
mecnieruli
kvlevis
meoce
saukunSi
reklamam
saswavleblebis
industriis
amerikul
ekuTvniT
wamowyebac.
sareklamo
gaCnda
Rirseuli
specialobebsa
mniSvnelovani
adgili da
samecniero
daikava
saswavlo
umaRlesi
diciplinebSi.
Ddagrovda sareklamo kampaniebis Catarebis didi gamocdileba. Camoyalibda roli
didi
erovnuli xania
da
saerTaSoriso
gascda
komerciuli
reklama.
reklamis
komunikaciebisa
da
sabazro saqmianobis sazRvars. sareklamo industriaSi nebiT Tu uneblied CarTulia mTeli msoflio, yvela qveyana, yvela dargi da TviToeuli Cvengani.
2.
sareklamo industriaSi monawileTa miznebi da amocanebi Tanamedrove sareklamo industriaSi aqtiurad monawileobs xuTi ZiriTadi jgufi:
1. reklamis damkveTi; 2. sareklamo saagento; 3. sareklamo informaciis matareblebi; 4. Suamavlebi, Tavisufali ideiT movaWreni; 5. momxmareblebi anu miznobrivi auditoria.
sareklamo
procesis
wamomwyebia
reklamis
damkveTi .
swored reklamis damkveTi gansazRvravs visTvisaa gankuTvnili da visken
mimarTuli
gadacemis
_
reklama.
saSualebebi,
man
reklamis
unda
gansazRvros
biujeti
da
informaciis
sareklamo
kampaniis
xangrZlivoba. Aarsebobs
reklamis
damkveTTa
mravali
tipi.
erTi
awarmoebs
produqcias, meore anxorcielebs momsaxurebas, mesame produqcias hyidis momxmarebelze, sxvebi reklamas iyeneben sakuTari Tavis an momsaxurebis
warsadgenad;
arsebobs
uzrunvelyofen Sesrulebis
reklamis
sazogadoebas
mixedviT,
damkveTTa
sareklamo
biznesis
iseTi
tipebi,
momsaxurebiT.Aam
mimarTuleba
oTx
romlebic amocanebis
kategoriad
iyofa:
damamzadeblebi, gamyidvelebi, individebi da dawesebulebebi. damamzadeblebi awarmoeben saqonelsa da momsaxurebas, unawileben gamyidvelsa da momxmarebels mogebis miRebis mizniT. isini reklamas, Cveulebriv, ukeTeben savaWro markas. unda aRiniSnos, rom reklamis yvelaze did raodenobas swored damamzadeblebi afinanseben. maTTvis gansakuTrebiT mniSvnelovania masobrivi reklama. gamyidvelebi
arian
sacalod
an
biTumad
movaWreni,
romlebic
damamzadeblis produqcias miawodeben sxva gamyidvelsa da myidvels. biTumad movaWreni reklamas ufro naklebad saWiroeben, radgan saqonlis winwawevis mizniT, warmatebiT iyeneben personalur vaWrobas. sacalod movaWreni
ki
farTod
iyeneben
reklamas
rogorc
damamzadeblebTan
aliansSi, ise maTgan damoukideblad. individebi sarfianad
arian
gayidon
konkretul
Cveulebrivi
TavianTi
moqalaqeebi,
sakuTreba,
moTxovnilebaTa
romelTac
surT
moTxovna
raime
wamoayenon
raime
Seqmnan
dasakmayofileblad,
perspeqtiuli winadadeba an idea. Aarakomerciuli
dawesebulebebia
samTavrobo
organizaciebi
da
sazogadoebrivi jgufebi. isini arakomerciuli damkveTebi arian. maTi mizania
yuradRebis
sazogadoebaSi
gamaxvileba
mniSvnelovani
konkretul ideebis
sadavo
danergva,
sakiTxebze, sazogadoebis
uzrunvelyofa raime informaciiT da sxva. Mmcire
sawarmoebSi
saqmianobis
yvela
xelmZRvaneli funqcias
garTulebis
SemTxvevaSi
specialists.
sawarmos
da
mflobeli
sareklamo
piradad
asrulebs.
saqmianobis
iwvevs
kompetentur
igi
StatSi
Semdgomma
zrdam
SeiZleba
moiTxovos
sareklamo saqmianobis gamocalkeveba da sareklamo ganyofilebis Seqmna. misi xelmZRvaneli ganixileba menejmentis jgufis erT-erT mTavar Tanamdebobad. am SemTxvevaSi, reklama saqmiani programis warmatebis
erT-erTi
rekomendaciebi aspeqtebs.
unda
mTavari
sawindaria.
eyrdnobodes
sareklamo
firmis
programis
politikis
mTavar
sareklamo TanamSromlebis Camoyalibeba
da
damkveTisa ganyofilebis
reklamaze
gasawevi
ganyofilebis Semdeg,
pasuxismgeblobas ganyofilebis
umaRles
sareklamo
iRebs
saqmianobis da
xelmZRvanelisa
ZiriTadi funqcia firmis
marketinguli SeTanxmebis
ganyofilebis
Sinaarsi
sareklamo
saagentos
xelmZRvaneli
xarjebis
sareklamo
dagegmvaa.
xelmZRvanelobasTan xelmZRvaneli
samuSaoebis edeba
misi
sareklamo programis
ganyofilebis
dagegmili
da
Sesrulebaze.
safuZvlad Soris
reklamis
urTierTobebs.
saagentos
exmareba
sareklamo politikis gagebasa da sworad warmarTvaSi.
sqema 4.1.sareklamo procesis struqturis modeli, rodesac damkveTs aqvs sakuTari saagento. sareklamo
sareklamo
saqmianobis
ganyofileba
organizacia
sakuTari saagento kvleva-dagegmva; SemoqmedebiTi strategiis damuSaveba; sareklamo informaciis matareblebi; reklamis warmoeba;
sqema #4..2 sareklamo procesis struqturis modeli, rodesac damkveTs aqvs sakuTari saagento. sareklamo
sareklamo
saqmianobis
ganyofileba
organizacia
sakuTari saagento kvleva-dagegmva; SemoqmedebiTi strategiis damuSaveba; sareklamo informaciis matareblebi; reklamis warmoeba;
sareklamo
procesis
sareklamo
saqmianobis
realizaciisTvis
meore
monawilea
nawilobriv
damkveTi
an
qiraobs
sareklamo
mTlianad
saagento.
dagegmvisa
damoukidebel
da
sareklamo
saagentos. sareklamo
kampaniis
dagegmva
da
warmatebiT
ganxorcieleba moiTxovs specialistTa jgufs, romelic kargad erkveva
marketinguli
monawileoben mxatvrebi,
saqmianobis
gamocdili
specialistebi
satelevizio
administratorebi.
yvela
organizacia,
aspeqtSi. _teqstis
prodiuserebi, romelic
maT
am
jgufSi
Semdgenlebi, mkvlevarebi,
aerTianebs,
aris
sareklamo saagento. igi uzrunvelyofs garemos, sadac sxvadasxva profilis
mraval
urTierTSeTanxmebiT Seqmnas
specialists gaaerTianos
saSualeba sakuTari
aqvs
imoqmedos
SesaZleblobebi
da
efeqturi reklama TiToeuli klientisTvis. sareklamo
momsaxurebis
asortimenti,
romelsac
saagento sTavazobs damkveTs, gacilebiT ufro farTo da ukeTesi xarisxisaa, vidre firmis marketingul samsaxurs SeeZlo Seeqmna.
sareklamo saagento iyenebs im did gamocdilebas, romelic Tavisi saqmianobis
procesSi,
problemebis
gadaWris
sxvadasxva dros,
daugrovda.
moqmedebs ra reklamis damkveTis obieqturi
poziciiT
klientis
gansxvavebuli
sareklamo
saagento,
organizaciis gareT, SeuZlia
ganixilos
firmis
problemebi.
sareklamo
saagentos ZiriTadi simdidre misi kvalificiuri TanamSromlebis niWi, codna, unari da gamocdilebaa. msxvili sareklamo kompaniebi emsaxurebian aseve msxvil reklamis
damkveTebs.
aseTi
tipis
damkveTi
koncentrirebulia
sasaqonlo kategoriebis iseT SedarebiT viwro wreze, rogoricaa: kvebis
produqtebi,
sasmelebi,
medikamentebi,
higienuri
da
kosmetikuri saqoneli, sarecxi saSualebebi, avtomobilebi da sxv. Tu
ar
CavTvliT
dafasoebuli moculobiT reklamis mihyidon
avtomobilebs,
saqonelia, da
romelic
gayidvebis
saSualebiT, saqoneli
CamoTvlilTagan, xasiaTdeba
maRali
sixSiriT.
mwarmoeblebi
momxmarebels
gasaRebis saerTo
miiswrafian
da
amiT
yvela didi
erovnuli winaswarve
sakuTari
markis
upiratesobis SegrZneba Camouyalibon. mcire
sareklamo
saagentos
ar
SeuZlia
iseTi
didi
arCevanis SeTavazeba, rogorc msxvil firmebs. didi sareklamo saagentoebi reklamis qsels,
iSviaTad
damkveTebs. rac
momsaxurebis
sTavazoben mcire
saSualebas
Tavis
sareklamo aZlevs
asortimenti.
momsaxurebas
saagento
qmnis
gaafarToos
agentur
qseli
wvril agentur
SeTavazebuli
aris
sareklamo
saagentoebis jgufi, romlis wevrebi erTad atareben gamokvlevebs, Seiswavlian
informacias
bazris
Sesaxeb,
erToblivad
ixdian
sawarmoo organizaciebis momsaxurebis gadasaxads da sargebloben saqmeTa warmoebis erToblivi principiT. Ffirmebis umravlesoba, romlebic TavianT saqonels sxvadasxva qveynis bazarze avrceleben, upiratesobas
aniWeben
erTi
da
igive
sareklamo
saagentos
momsaxurebas. sareklamo informaciis saSualebebsa
samyaros
matarebelia. da
is
informaciis
mesame moicavs sxva
monawile masobriv
sareklamo sainformacio
matareblebs.
masobrivi
sainformacio
saSualebebi aris komunikaciis arxebi, romelTac
reklamis damkveTis Setyobineba mis auditoriamde miaqvs. masobrivi sainformacio saSualebaTa momsaxurebaSi Sedis: sareklamo sivrcis gayidva gazeTebSi, JurnalebSi, quCebSi. drois
gayidva
mauwyeblobis
saSualebebSi:
radiosa
da
televiziaSi. sivrcisa da drois gayidva eleqtronul an sxva saSualebebSi _ internetis msoflio qseli. sareklamo saSualebebis SerCeva da maTi analizi. sareklamo produqciis warmoebaSi monawileoba. masobrivi
sainformacio
saSualebebi
TviTon
ukavSirdebian
sareklamo saagentoebs, reklamis damkveTebs da cdiloben daarwmunon isini sakuTari saSualebebis gamoyenebis efeqtianobaSi.
sareklamo
procesis
Tavisufali
ideiT
meoTxe
movaWre.
monawile
aris
Suamavali
Suamavali
warmoadgens
anu
sxvadasxva
solidur momsaxure organizaciebs. igi gamocdili specialistebis saSualebiT exmareba da emsaxureba reklamis damkveTebs, sareklamo saagentoebsa da masobriv sainformacio saSualebebs. Suamavlebs, SeuZliaT
moZebnon
momuSave
da
SearCion
profesionalebi:
Tavisufali,
scenaristebi,
damoukideblad
mxatvar-grafikosebi,
fotografebi, musikaluri studiebi, stamba, bazris mkvlevarebi, marketingis
konsultantebi
da
sxva.
Suamavlebis
daqiraveba
SeiZleba mravalmxriv iyos xelsayreli.
sareklamo
procesis
auditoria.
mexuTe
monawilea
momxmarebeli
anu
miznobrivi
marketingul strategiaSi termini _ miznobrivi auditoria
xSirad aRniSnavs mxolod myidvels, anu vinc yidulobs produqts, maSin roca
myidveli
SeiZleba
sulac
ar
iyos
momxmarebeli.
magaliTad,
saTamaSoebis myidveli aris mSobeli, momxmarebeli ki _ bavSvi, romelic mniSvnelovan zegavlenas axdens yidvaze. amitom, sareklamo mimarTvis Seqmnis dros, unda ganvasxvaoT informaciis mimRebi. am mimarTva
SeiZleba
gamiznuli
iyos
bavSvebze,
meore
ki
dros erTi mSoblebze.
aucilebelia, rom reklamis Seqmnis dros Segnebulad gaiazron, romel
miznobriv auditorias mimarTaven. amisTvis aucilebelia, rac SeiZleba meti icodnen maT Sesaxeb. miznobrivi auditoriis zustad SerCevas udidesi mniSvneloba aqvs, gansakuTrebiT SemoqmedebiTi jgufisa da masobrivi sainformacio saSualebebisTvis.
miznobrivi
auditoriis
sworad
gansazRvra
mniSvnelovnad amcirebs xarjebsa da zrdis reklamis mimarTulebis sizustes.
2. 1.
reklamis damkveTis sareklamo saqmianoba
nebismieri
kompaniis
warmatebuli
funqcionireba,
sabazro
ekonomikis
Tanamedrove
pirobebSi
pirobebSi, aucileblad, TiTqmis paralelurad, moiTxovs
sareklamo
reklama
ukve
saqmianobasac.
ganixileba,
rogorc
sawarmos
mier
ganxorcielebuli finansuri investicia sakuTari Tavis an misi romelime savaWro markis win wasawevad. dRes
yvela
tipis
konkurentunarianobis
sawarmo
miiltvis
amaRlebisken,
efeqtianobisa
rac
da
TviTgadarCenis
tolfasia da SeuZlebelia reklamis daxmarebis gareSe. amitom nebismieri damkveTi,
firma
SeiZleba
miuxedavad
imisa,
ganvixiloT,
rogorc
reklamis
axorcielebs
reklamas
sakuTari
ZalebiT, Tu sareklamo saagentos daxmarebiT. Mrogorc ukve aRvniSneT, sareklamo procesis iniciatorebi arian reklamis
damkveTebi.
procesSi
erTvebian
msxvili
reklamis
sakuTari
damkveTebi
sareklamo
sareklamo
ganyofilebis
an
Sidasafirmo saagentos meSveobiT. rogorc ar
arsebobs ori zedmiwevniT msgavsi, zustad erTnairi
kompania, aseve ar arsebobs ori erTnairi midgoma
kompania-
reklamis damkveTTa mier sareklamo saqmianobis organizaciisadmi. amave dros yvela kompania-reklamis damkveTi TavianTi sareklamo samsaxurebiT
valdebulia
Seasrulos
Semdegi
organizaciuli
funqciebi:
>> sareklamo samsaxuris xelmZRvaneloba, administrireba
>> kompaniis sareklamo saqmianobis dagegmva >> reklamis damkveTis sxva samsaxurebis saqmianobis koordinacia (sawarmoo, gasaRebis, finansuri) >> koordinaciuli saqmianoba gare partniorebTan
reklamirebis
sakiTxebTan dakavSirebiT >> samsaxurebrivi da finansuri angariSvaldebulebani kompaniis xelmZRvanelobasTan.
Mmsxvili reklamis damkveTTa umravlesobas aqvs Tavisi sareklamo ganyofileba. sareklamo saqmianobaze pasuxismgebloba ekisreba reklamis menejers, tipiur
reklamis
direqtors
kompaniaSi,
romelic
samomxmareblo
saqonels,
an
sareklamo
awarmoebs
romelic
ganyofilebis
sxvadasxva
erTiandeba
ufross.
saxis
jgufebad.
iseT
savaWro
markebis mixedviT, yovel aseT jgufs marTavs savaWro markis menejeri. savaWro markis menejeri aris mmarTveli da pasuxismgebeli bazarze am
savaWro
markis
Semosavlebze,
mis
produqciis
ganviTarebaze,
reklamirebasa
da
saerTod,
realizaciaze, misi
gasaRebis
stimulirebis yvela mimarTulebaze. E reklamis
damkveTis
sareklamo
samuSaoebi,
ra
Tqma
unda,
ver
ganxorcieldeba sxva gareSe samsaxurebisa da sareklamo saagentos Carevis
gareSe.
ra
msxvilic
ar
unda
iyos
firmis
sareklamo
samsaxuri, is ver SeZlebs da arc aris valdebuli Seasrulos reklamirebasTan dakavSirebiT, sareklamo
Zalian
yvela
mniSvnelovania
partniorebis
saagentoebisTvis efeqturi
dakavSirebuli
sakuTari
TanamSromloba
samuSao.
saimedo
profesionali
SerCeva,
specializebuli
miznebis
sworad
(sareklamo
dasaxva
saagentos
amasTan
sareklamo da
maTTan
uzrunvelyofa
swori da drouli informaciebiT reklamis damkveTisa da
misi
saqonlis Sesaxeb, saagentos mxridan valdebulebebis Sesrulebaze kontrolis ganxorcieleba da sxva). sareklamo saqmianobis xelmZRvaneli, reklamis menejeri ayalibebs sareklamo ganyofilebas, akompleqtebs mas specialistebiT, irCevs sareklamo
saagentos,
ganyofilebasa
da
koordinirebs momijnave
kompaniis
organizaciis
sxvadasxva
samsaxurebTan,
axorcielebs sareklamo saqmianobis kontrols, amowmebs ramdenad swored aris SerCeuli dro, adgili da sivrce reklamisTvis, eteva Tu ara sareklamo saqmianoba gamoyofil biujetSi da bolos, emsaxureba
Tu
ara
reklama
dasaxuli
miznebisa
da
amocanebis
sareklamo
biujetis
Sesrulebas. erT-erTi
mniSvnelovani
sakiTxi
gansazRvra da damtkicebaa. reklamis xarjebis gansazRvris mravali meTodi arsebobs, romlebsac Semdeg TavSi SevexebiT. Tumca maTi raodenobis
saboloo
kompaniis
gadawyvetilebaze
xlmZRvanelTa
axdens.Ggamomdinare gadawyvetilebas
subieqturi
dasaxuli sareklamo
an
reklamis
did
gavlenas
azri
da
Sefaseba
miznidan,
biujetis
pirovnebebi iReben. Yyvelaze xSirad marketingis
mainc
firmaSiEam
Sesaxeb,
sxvadasxva
es pasuxismgebloba ekisreba
viceprezidents,
magram
firmisTvis
am
metad mniSvnelovani gadawyvetilebis miRebaSi, ase Tu ise, kompaniis mTavari xelmZRvaneli monawileobs. sareklamo saagentos SerCeva advili saqme ar aris, yovel SemTxvevaSi, sWirdeba
reklamis sareklamo
SemuSavebis
damkveTma
kargad
saagentosgan:
gamocdileba,
unda
gamokveTos
marketinguli
SemoqmedebiTi
samuSaoebi,
ra
strategiis masmediis
saSualebebis codna, momxmarebelTa stimulireba Tu korporaciul imijze muSaoba. SesaZlebelia kompanias dasWirdes erTdroulad ramdenime sareklamo saagentosTan urTierToba. TiTeuli saagento Seasrulebs saqonlis reklamirebis raime nawils. sareklamo
saagento
Sesrulebul
samuSaos
-
ukve
mza
sareklamo
produqcias warudgens kompania-reklamis damkveTis sareklamo samsaxuris xelmZRvanels,
menejers.
moTaTbirebis
Semdeg,
is
ki
amtkicebs
kompaniaSi mas,
an
saTanado
specialistebTan
warudgens
dasamtkiceblad
kompaniis umaRles xelmZRvanelobas. Ffirmis
sareklamo
damokidebulia
samsaxuris
sxvadasxva
organizaciuli
faqtorebze
-
kompaniis
struqtura saqmianobis
masStabebi, mis materialuri, SromiTi da finansuri resursebi, moRvaweobis
sfero,
miznobrivi
bazris
specifika,
warmoebuli
saqonlis an gaweuli momsaxurebis Tavisebureba, reklamis roli da
adgili firmis marketingul sistemaSi. Mmcire sawarmoSi sareklamo samsaxurs SeiZleba mxolod erTi adamiani uZRvebodes,
msxvili
kompaniis sareklamo samsaxuris SemadgenlobaSi ki gansxvavebuli funqciebis
ramdenime
ganyofileba
arsebobdes
(ix.
sqema
#3.3),
dagegmvis, kvlevebis, sareklamo mimarTvebis damuSavebis, sareklamo matareblebis Seqmnis, reklamis ganTavsebis masobriv sainformacio saSualebebSi.
kompaniebi,
romelTac
esaWiroebaT
gansakuTrebuli
kontroli
reklamaze, qmnian sakuTar Sida safirmo sareklamo saagentoebs. zogjer
msxvili sacalo
savaWro kompaniebi
miiCneven,
rom
Tu
TviTon, damoukideblad Seqmnian reklamas, maT SeeZlebaT Seamciron xarjebi da operatiulad Seamowmon Sesrulebis vadebi. Ffirmis sakuTari
sareklamo
saagentoebi
asruleben
damoukidebeli
sareklamo saagentos mraval funqcias, zogjer Tavidan bolomdec ki.
am
SemTxvevaSi
firma
gansazRvravs
sareklamo
saagentos
organizaciul struqturasac, romelic SeiZleba iyos sasaqonlo, sabazro an funqcionaluri. sakuTari sareklamo saagento reklamis damkveTis kompaniis erTerTi struqturuli erTeuli, da misi Semadgeneli nawilia. igi asrulebs sareklamo momsaxurebis srul cikls. misi formireba mflobels saSualebas aZlevs miiRos ramdenime saxis upiratesoba: _ reklamis damkveTs SesaZlebloba eZleva dazogos saxsrebi, romelsac is
sareklamo saagentos reklamis ganTavsebisTvis uxdida, e.i. dazogos
sakomisio - 15 % da damatebiTi xarjebisTvis kidev - 25 % sareklamo produqciis Rirebulebidan. _ reklamis damkveTs sruli imedi aqvs, rom sakuTari sareklamo saagento
maqsimalur
yuradRebas
gamoiCens,
radganac
mxolod
TviTon aris misi erTaderTi klienti. _ Sida safirmo saagento ukeTesad erkveva sakuTari kompaniis saqonlisa da bazris specifikaSi. _ ufro gamartivebuli da gaadvilebulia kontroli sareklamo produqciis Seqmnaze. miuxedavad am upiratesobebisa, unda aRiniSnos, rom Sida safirmo
sareklamo saagentoebs aqvs naklovanebebic. magaliTad, maT Zalian uWirT
gansakuTrebuli
muSakebis
mozidva,
ar
SemoqmedebiTi arian
niWiT
sakmarisad
dajildoebuli
moqnili,
mTlianad
damokidebulia kompaniis mflobelis Sexedulebebsa da gemovnebaze da sxva.
sqema # 3 msxvili reklamis damkveTis didi sareklamo ganyofilebis organizaciis sqema
marketingis vice-prezidenti
sareklamo samsaxuris ufrosi
SemoqmedebiTi ganyofileba
mxatvari
masobrivi informaciis saSualebebis ganyofileba
sareklamo samsaxuris marketingis ganyofileba
Sida sareklamo saagento
droisa da adgilis Sesyidvis ganyofileba
sareklamo da marketinguli kvlevis gany.
tipografia
dagegmvis ganyofileba
warmoeba
redaqtori
teqstis Semqmneli (kopiraiteri)
reklamis ganTavsebis ganyofileba
sazogadoebasTan urTierTobis ganyofileba
gasaRebis stimulirebis ganyofileba
3. sareklamo saagentoebi. saxeebi, struqtura da funqciebi sareklamo
saagento
dakompleqtebulia
SemoqmedebiTi
specializebulia Seiswavlis sareklamo qiraobs
damoukidebeli
sareklamo
bazars, gegmebs,
da
kvlevebs,
sareklamo
saagentos
Tavisi
adamianebiT,
Sesrulebaze.
sareklamo
axorcielebs
romelic
saqmiani
funqciebis
atarebs
damoukidebel
firmaa,
amuSavebs
kampaniebs.
sareklamo
is
damkveTi
saqmianobis
nawilobriv, an mTlianad dagegmvisa da realizaciisTvis. sareklamo saagentoSi saqmianoba mimdinareobs reklamis damkveTis saxeliT da misi xarjiT. Aamitom mis winaSe valdebulia, rogorc finansurad, ise iuridiulad da moralur-eTikurad. dReisTvisMmsoflios
umsxvilesi
reklamis
damkveTebic
ki,
romelTac sakuTari mZlavri samsaxurebi aqvT, TavianTi biznesis dauzianeblad
gverds
ver
auvlian
sareklamo
saagentoebis
daxmarebas. Ees gamowveulia ramdenime mizeziT: 1. sareklamo saagentoebi yovedRiurad mravali, farTo speqtris, marketingul
situacias
momxmarebelTa gamovlenis
aanalizeben.
interesebisa unari,
da
aqvT
didi
survilebis
maRalprofesionaluri
kompetenturoba. saboloo jamSi, es ganapirobebs xarisxsa da Sesabamisi donis
efeqtianobas.
2.
organizaciaa,
saagento
damoukidebeli
rac
gamocdileba, Secnobisa
da
Cvevebi
da
reklamis maRal
mas
saSualebas
aZlevs Sexedos problemebs garedan da ufro obieqturad. AamiT mniSvnelovnad
mcirdeba
iseTi
subieqturi
faqtorebis
gavlena,
rogoricaa: xelmZRvanelebis mxridan Tavisi gemovnebis Tavsmoxveva, momxmarebelTa mxridan sapasuxo sasurveli reaqciis molodiniT gamowveuli araswori gezi da sxva. 3.
sareklamo
saagentoebs
aqvT
myarad
Camoyalibebuli
urTierTobebi masobrivi informaciis saSualebebTan. radgan isini
winaswar da xelsayrelad, yiduloben saWiro sareklamo drosa da adgils, reklamis damkveTebs maTTan TanamSromloba saSualebas aZlevs
ufro
operatiulad
gadawyviton
TavianTi
problemebi,
dazogon dro da resursebi. 4.
sareklamo
saagentoebTan
reklamisadmi
sistemur
gansakuTrebiT
maSin,
TanamSromloba
midgomasa
roca
da
saagento
uzrunvelyofs
maRalefeqtianobas,
sTavazobs
sareklamo
momsaxurebis srul kompleqts. sareklamo
industriisa
da
saqmiani
samyaros
ganviTareba
Sesabamisad, iwvevs sareklamo saagentoebis moTxovnaTa speqtris cvlilebebs.
amasTan
dakavSirebiT,
icvleba
da
viTardeba
sareklamo saagentos saxeebi.
sareklamo saagentos saxeebi. sareklamo
saagentoebi
ZiriTadad
iyofa
momsaxurebis
sruli
ciklis mqone da specializebul saagentoebad. momsaxurebis sruli ciklis
mqone
saagentoebs
SemoqmedebiTi
akisria
samuSaoebi,
mravali
sareklamo
arasareklamo xasiaTis momsaxureba _
funqcia:
produqciis
dagegmva, warmoeba,
SefuTva, damuSaveba da sxva.
specializebuli saagentoebi mxolod erT dargs emsaxurebian (mag. jandacvas, sabanko saqmes da sxva)
an reklamas axorcieleben
mxolod romelime saxis sainformacio saSualebebSi. bolo
periodSi
saagentoebis
ufro
saxeebi.
SesamCnevad amJamad
gafarTovda
moqmedebs
sareklamo
ramdenime
tipis
sareklamo saagento: sareklamo saagento momsaxurebis sruli cikliT,
specializebuli,
mrewvelobaze
erovnul
umcirosebebze
orientirebuli,
orientirebuli, SemoqmedebiTi
saxelosnoebi, media baierebi, virtualuri saagentoebi da sxva. specializebuli sareklamo saagentoebi ufro mcire masStabisaa da
ufro
saWiroebis
nakleb
momsaxurebas
SemTxvevaSi
sTavazobs
specialurad
klientebs.
iwveven
isini
StatgareSe
profesional TanamSromlebs. specializebuli saagentoebi, romlebic orientirebuli arian mrewvelobis erT romelime dargze, profesionaluri reklamis
damamzadebeli saagentoebia. isini specializdebian magaliTad, samrewvelo
da
teqnikuri
saqonlis
reklamaze.
am
saagentos
muSakebi kargad unda icnobdnen warmoebis teqnologiasa da teqnikur
terminologias.
aseTi
tipis
mniSvneloba eniWeba mcire detalebs. ibeWdeba
savaWro
da
teqnikur
honorarze.
udidesi
maTi reklama ZiriTadad
gamocemebSi,
gamoiyeneba specialur gamofenebze. damikidebulia
reklamebSi
ganTavsdeba
da
momsaxurebis anazRaureba
klientebi
arian
ZiriTadad
samrewvelo sawarmoebSi dasaqmebuli reklamis menejerebi. specializebuli sareklamo saagentos erT-erTi saxea kreatiuli saagento anu SemoqmedebiTi saxelosno. is mcire zomisaa da _SeiZleba klients.
mxolod sareklamo ideebsa da Temebs sTavazobdes
aseTi
saxelosnoebi
qmnian
personaJebs,
sareklamo
simRerebsa da musikalur melodiebs. qmnian reklamas beWvdiTi masobrivi
sainformacio
televiziisTvis; SemoqmedebiT
saSualebebisTvis,
sxvadasxva
saxelosnoebs
tipis
gare
qiraoben
ara
radiosa
reklamebs. marto
da aseT
klientebi,
aramed sxva sareklamo saagentoebic.
media-baieri
-----
specializebuli specializebulia
Tanamedrove
sareklamo
periodSi
saagentos
sareklamo
droisa
iseTi da
gavrcelebuli saxea,
sivrcis
romelic
Sesyidvaze.
sareklamo bazarze maTze didi moTxovnaa sami mizezis gamo: jer erTi, Zalian garTulda radgan
Zalian
raodenoba,
gaizarda
meore, ganTavsebis
reklamis
maTi
mniSvnelovnad gaizarda, reklamis
sareklamo ganTavsebis saSualebebi,
Sesabamisi
matarebelTa
saxe
momsaxurebis
da fasi
mesame, media-baierebi Zalian xSirad
saSualebebs
sTavazoben
Zalian
dabal
fasSi, radgan SeuZliaT gaaerTianon ramdenime klientis SekveTa msxvili Sesyidvis gansaxorcieleblad. marTalia, isini iseT msxvil
sareklamo
romlebic magram
saagentoebs
ver
uweven
konkurencias,
Zalian didi odenobiT yiduloben media saSualebebs,
maT
klienturas
ar
akldeba
mcire
da
saSualo
saagentoebi, romelTac awyobT media-baierebTan urTierToba.
virtualuri saagentoebi _ uaxloes periodSi warmoSobili
sareklamo saagentoebis axali fenomenia da muSaobs Tavisufali SemoqmedebiTi profesiebis msgavsad. Aam tipis saagentoSi iSleba da ikargeba Cveulebrivi ofisis cneba. TanamSromlebi muSaoben saxlSi, avtomobilSi an Tavisi klientis ofisSi. Tanamedrove teqnologiebi
saSualebas
uzrunvelyofili
iyvnen
aZlevs
ofisis
jgufis
gareT
muSaobis
wevrebs aucilebeli
pirobebiT. arseboben saaagentoebi, romlebic axal produqciaze muSaoben. isini Zalian adre erTvebian muSaobaSi da marketingis sawyis etapzeve
axdenen
produqciis SeqmnaSi,
gavlenas
Canafiqrze.
saagento
monawileobs
SerCevaSi,
SesafuTi
atributikis
saxelwodebis
fasis
dawesebasa
da
potenciuri
momxmareblis
gamovlenaSi. .Gyovelive
amisa
garda,
mimdinare
globalurma
unda
aRiniSnos,
procesebma
didi
globalur masStabSi momuSave saagentoebic. sareklamo
saagentoebis
rom
saqmianobis
msoflioSi
xania
warmoSva
Tu ra didia aseTi masStabebi
naTel
warmodgenas gviqmnis #6.1.. cxrilis monacemebi.
sxvadasxva saxisa da sxvadasxva masStabis sareklamo saagentoebi Sesasrulebeli funqciebis
speqtriTa da moculobiT gansxvavdebian.
Asareklamo saqmianobas SeiZleba awarmoebdes mxolod erTi adamiani an organizacia, romlis StatSi 2 000-ze meti TanamSromelia. Yyvela sareklamo
saagento
ZiriTadad
axorcielebs
erTnair
funqciebs:
reklamis dagegmva, momzadeba da ganTavseba. Tumca, asortimenti da klientisTvis
SeTavazebuli momsaxureba mniSvnelovnad gansxvavdeba
erTmaneTisgan. Ddagegmvis funqcia gulisxmobs momxmareblis, saqonlisa da bazris Seswavlas, SemoqmedebiT, strategiis, iformaciis matereblebisa da xarjTaRricxvis gansazRvras. Mmomzadebis
funqciaSi
Sedis
reklamis,
rogorc
dasrulebuli
produqtis Seqmna, misi teqstis, musikis, mxatvruli gaformebisa
da
sxva samuSaoebis ganxorcieleba. ganTavsebis funqciaSi Sedis reklamis gavrcelebis saSualebebSi
droisa da adgilis SeZena, kontraqtebis gaformeba, finansuri gaTvlebis Semowmeba, klientisa da reklamis matareblebisTvis angariSis wardgena. magaliTisTvis, sareklamo saagentom, romelic muSaobs axali saqonlis danergvaze, unda Seasrulos Semdegi
funqciebi:
1. Caataros momxmarebelTa gamokvleva, gansazRvros saqonlis Zlieri da susti mxareebi; 2. Caataros
bazris
kvleva,
gaarkvios
potenciur
momxmarebelTa
optimaluri wre; 3. SeimuSaos marketinguli strategia da biujeti; 4. gauwios daxmareba klients saqonlis saxelis SerCevaSi, SefuTvis damzadebaSi; 5. SeimuSaos SemoqmedebiTi gegma da Caataros misi winaswari gamocda; 6. SeimuSaos
reklamis
matareblebis
gamoyenebis
gegma,
romelic
miznobriv bazars yvelaze efeqturad moicavs; 7. SeimuSaos vaWrobis sferoSi saqonlis wardgenis gegma; 8. SeimuSaos
SemoqmedebiTi
informaciis
Canafiqris
matareblebSi,
stimulirebis
sferosa
formebi
sareklamo
romlebic
gamoiyeneba
gasaRebis
gayidvis
adgilebze
reklamis
da
asaxvis
organizaciaSi; 9. SeimuSaos PR RonisZiebebis gegma; 10. SeimuSaos gasaRebis sferos muSakTa stimulirebis gegma; Mmsxvili sareklamo saagentoebi, romlebic mraval funqcias asruleben, moiTxoven marTvis rTul sqemas, specialistTa gaerTianebas sxvadasxva ganyofilebebSi. magaliTad, sruli momsaxurebis saagentos
SeiZleba
hqondes:
klientebTan
ciklis
muSaobis,
sareklamo
analitikuri
(marketingis), SemoqmedebiTi (kreatiuli), sawarmoo, media-dagegmarebis, sazogadoebasTan urTierTobis, direqt-marketingis, iuridiuli da sxva ganyofilebebi. Asareklamo saagentoebSi SeiZleba gansxvavebuli
reklamis
specialobisa
menejeri,
da
finansuri
dasaqmebulni iyvnen sruliad
sxvadaxxva menejeri,
profesiis
klientebTan
menejeri, marketingis menejeri, warmoebis menejeri,
adamianebi:
urTierTobis
teleprodiuseri,
kopiraiteri,
art-direqtori,
vizualizatori,
dizaineri,
mxatvari-
gamformebeli, tipografiis specialisti da sxva. Aaq davaxasiaTebT mxolod ZiriTad muSakTa funqciebs.
proeqtis koordinatori – klientebTan urTierTobis ganyofilebis centraluri figuraa proeqtis ganxorcielebis mTeli procesis manZilze. is warmoadgens da icavs damkveTis interesebs Tavis saagentoSi da piriqiTac. igi saagentos saxeliT amyarebs kontaqts damkveTebTan, gansazRvravs firmis pozicias, warudgens damkveTs eskizebsa da maketebs, xelmZRvanelobs SemoqmedebiT koleqtivs, waradgens sareklamo biujets da uwevs mas
rekomendacias. igi
zrunavs damkveTis interesebzec, Seiswavlis klientis gemovnebas, moTxovnebs,
Tu
konkretul
saWiroa
arwmunebs
SemTxvevaSi
mas
mocemuli
ratom
aris
sareklamo
umjobesi
informaciis
matareblis gamoyeneba da sxva. Mmokled, proeqtis koordinatori xelmZRvanelobs samuSaos
saagentos
realizaciamde. didi
mTel
ganyofilebas
SigniT
swored
SekveTis
amitom
profesionaluri
da
da
koordinacias
dawyebidan
proeqtis pirovnuli
mis
saboloo
koordinators xasiaTis
uwevs
Zalian
moTxovnebi
waeyeneba. U samxatvro direqtori, did sareklamo saagentoSi, xelmZRvanelobs mTel
samxatvro
koleqtivs:
mxatvrebs,
dizainerebs
da
iRebs
gadawyvetilebas sareklamo produqciis garegnul mxareze. sareklamo teqstis avtori kopiraiteri, sityvier
gaformebaze.
igi
samxatvro
pasuxs agebs reklamis direqtorTan
erTad
SeimuSavebs sareklamo ideas. amis Semdeg arCevs Sesabamis saTaurs, teqsts,
scenars,
kopiraiterebTan arsebobdes
sareklamo muSaoba
statias
SeuZliaT
teqstebis
da
sxva.
saagentoebs
sxvadasxvanairad.
ganyofileba,
romelsac
SeiZleba ufrosi
xelmZRvanelobs da mas iseve, rogorc sxva SemoqmedebiTi jgufis ufross,
SeuZlia
muSaoba
uStato
avtorebTanac,
honoraris
safuZvelze. sareklamo sferoSi anazRaurebis sistema TandaTanobiT ixveweba. praqtikaSi
arsebobs
sareklamo
saagentos
mier
gaweuli
momsaxurebis anazRaurebis oTxi forma: 1. sakomisio anazRaureba; 2.
saaTobrivi ganakveTi, plus sakomisio;
3. saaTobrivi
4. mudmivi
qira. M
mxolod
sakomisio
anazRaurebis
dros,
saagento
Tanxmdeba
sareklamo adgilis an drois Sesyidvis Tanxaze. Ees im SemTxvevaSi Tu damkveTis
sareklamo
biujeti
imdenad
didia,
rom
misi
15%
faravs
saagentos yvela xarjs. saaTobrivi ganakveTi, plus sakomisio – dros,
saagento
saaTobrivad aklebs
angariSobs
da
reklamis
gansazRvravs
droisa
da
am
damuSavebaze
saaTebs
adgilisTvis
am formis gamoyenebis daxarjul
anazRaurebis
gaRebul
Tanxas
dros
Semdeg.
da
Mmas
rac
rCeba,
ixdis
sufTa
Sesabamisad uwers Ceks. Mmxolod
saaTobrivad
gadaxdis
dros,
damkveTi
gadasaxads droisa da adgilisTvis. magaliTad, rodesac radiosadguri akisrebs sareklamo saagentos 85 dolars, saagento damkveTisagan iRebs 85 dolars da ara 100
da amave dros iRebs saaTobriv gadasaxads Tavisi
muSaobisTvis. Mmudmivi qiris dros – saagento asrulebs samuSaos, damkveTis mier winaswar gadaxdili, SeTanxmebuli, konkretuli Tanxis mixedviT. sakomisio 15 %
aris tradiciuli Tanxa, rasac uxdian gazeTebi,
Jurnalebi, tele da radio arxebi sareklamo saagentoebs. SesaZloa sakomisio
ganakveTis
raodenoba
Seicvalos
zrdis
an
Semcirebis
xarjze.Aaxalgazrda sareklamo saagento SeiZleba mxolod 8–10 %-ian sakomisio
ganakveTze
anazRaureba
iyos
muSaobdes.
popularul
Aaseve,
SesaZlebelia
Jurnal-gazeTebs,
gansxvavebuli
teleprogramebsa
da
saagentoebs Soris. sareklamo
saagentoebis
saxe,
struqtura
da
funqciebi,
maTi
formebi da Sinaarsi mudmiv ganviTarebaSia da ganuwyvetel cvlilebebs ganicdis.
Tavi III reklamis saxeebi 1. beWdviTi reklama beWdviTi reklamis saxeebia: reklama presaSi, romelsac miekuTvneba reklama yvela periodul gamocemaSi (gazeTi,
Jurnali) da sacnobaro
beWdviTi reklama.
1.1. reklama presaSi Tematikis
mixedviT
yvela
perioduli
gamocema
klasificirdeba
Semdegnairad: sazogadoebriv-politikuri (masobrivi auditoriisTvis) da specializebuli (dargobrivi gamocema, presa _ interesebis mixedviT). presaSi
reklamis
ganxorcielebis
ueWvel
SesaZlebloba.
Rirsebaa am
momxmareblebTan
mizniT,
gamoiyeneba
ukukavSiris specialuri
kuponebi (maT Soris, TviT gancxadebac), romlis ukan gagzavna SeuZlia dainteresebul mkiTxvels.
gamocemis SerCeva imisaTvis, rom reklamam presaSi potenciur klientTa sasurvel jgufs miaRwios, aucilebelia
SevarCioT yvelaze Sesaferisi gamocemebi. am
mizniT,
mizanSewonilia
Sedges
miznobrivi
auditoriis
momcveli
gamocemebis sruli CamonaTvali. maTi Semdgomi SefasebisTvis TiToeuli gamocemebis
Sesaxeb
ikribeba
informacia.
gamocemis
analizi
moicavs
mTeli rigi aspeqtebis Seswavlas, kerZod:
ganTavsebuli
masalebis
momxmareblisTvis
maTi
Sinaarsisa Rirebulebis
da
potenciuri
Seswala
(aRniSnul
SemTxvevaSi, sakmarisia gavecnoT ganxiluli gamocemis ramdenime nomers);
mkiTxvelTa
auditoriis
vimsjeloT
imis
Seswavla.
Sesaxeb,
Tu
igi
ramdenad
saSualebas gamoadgeba
gvaZlevs
konkretuli
gamocema potenciur momxmarebelTa miznobriv jgufebs;
tiraJis
Seswavla.
igi
miznobrivi
auditoriis
dainteresebis
Sesaxeb iZleva warmodgenas;
gamoqveynebis
periodulobis
Seswavla
(yovelkvartalur
da
yovelTviuri gamocemebis upiratesobaa is, rom xSirad maT didi xniT inaxaven. amitom iq gamoqveynebuli gancxadebebi potenciur mkiTxvels SeiZleba araerTxel moxvdes TvalSi. yovelkvireuli gazeTebi da Jurnalebi Cveulebriv, inaxeba daaxloebiT, erTi kvira da meti. maT hyavT mkiTxvelTa meoradi wre. yoveldRiuri gazeTebi saSualebas gvaZlevs reklamas mivaniWoT aqtualoba, gancxadeba ganvaTavsoT nebismier xelsayrel
xarjebis
Seswavla.
Cveulebriv,
iyeneben
maTi
dros);
Sefasebisas
Rirebulebis
konkretul
maCvenebels
1000
gamocemaSi, mkiTxvelze
gaangariSebiT. Tumca, miRebuli Sedegebi aucileblad unda iyos saguldagulod gaanalizebuli. kerZod, mkiTxvelTa
auditoriis
xasiaTis TvalsazrisiT.
feris
gamoyenebis
gancxadebis
SesaZleblobis
Seswavla
(ferad
gamocemebSi
ganTavseba mizanSewonilia mxolod im SemTxvevaSi,
roca es saWiroa reklamis miznebis misaRwevad). calkeuli gamocemis analizis dros, Secdomebis Tavidan acilebis mizniT, yvela faqtori unda ganvixiloT SepirispirebiT. gazeTis sakmaod didi tiraJi ar miuTiTebs, misi sareklamo Rirebulebebis upiratesobaze, naklebtiraJian
gamocemasTan
SedarebiT.
aseTi
gazeTi
SeiZleba
vrceldebodes ufasod da aqveynebdes naklebad saintereso masalas, rac
misadmi mkiTxvelis interess amcirebs. gamocemis arCevisas umTavresia logikasa da jansaR azrze dayrdnoba. konkretuli gamocemis arCevis Semdeg xdeba sareklamo
mimarTvis
zomebisa da adgilganlagebis dadgena.
sareklamo mimarTvis ganlageba da zomebi reklamis sareklamo
ganlageba
mniSvnelovnad
mimarTvisTvis
adgilis
gansazRvravs
SerCevis
mis
Sesaxeb
efeqturobas.
gadawyvetilebis
miRebisas sami urTierTdamakavSirebuli efeqti unda gaviTvaliswinoT. pozitiuri efeqti aixsneba adamianis CveviT, mzera mimarTos striqonis marjvniv kiTxvis xazze. amitom Cveulebriv, sareklamo gancxadeba ufro SesamCnevia gazeTis an Jurnalis kabadonis zeda, marjvena kuTxeSi, vidre qveda _ marcxenaSi. aRniSnuli mtkicebulebis ilustracias warmoadgens s.r. gaasis tabula (cxrili #2).
is iZleva TvalsaCino da sakmao
detalur warmodgenas im Tanmimdevrobis Sesaxeb, rogor ecnoba adamianis Tvali Jurnalis an gazeTis ganSladobas. cifrebi TiToeul kvadratSi miuTiTebs
reklamis
publikaciis
adgilis
efeqturobis
xarisxs
(1-
yvelaze umjobesi, 24- naklebad efeqturi)
cxrili #2 sareklamo mimarTvis poziciis efeqti gazeTis ganStoebisas marcxena kabadoni
marjvena
kabadonis fragmenti
kabadoni 3
5
12
11
2
1
zeda meoTxedi
7
14
20
19
10
4
kabadonis zeda nawilis Sua adgili
8
16
24
23
15
6
kabadonis qveda nawilis Sua
19
18
kabadonSi
22
21
reklamisTvis
17
9
adgili
qveda meoTxedi
xelsayreli
pozicia
mniSvnelovani
(saintereso, sensaciuri da skandaluri) masalebis gverdiTaa.
kontrastis efeqti vlindeba maSin, roca mkiTxvelis yuradRebaze gavlenas
mezoblad
ganlagebuli
sareklamo
gancxadebebic
axdens
(dizaini, Srifti da a.S.). am SemTxvevaSi misaRebia Semdegi rekomendaciebi: jer erTi, ar unda ganaTavsoT gancxadeba sxvaTa gancxadebebs Soris, meorec,
Tu
es
ar
xerxdeba,
sxvadasxva
teqnikuri
saSualebebis
gamoyenebiT, SeecadeT rac SeiZleba gamoikveTos: CasviT CarCoSi, datoveT `haeri~ _ teqstis minimumamde SemcirebiT, gancxadebis igive farTze da sxva. kontrastis efeqtis damuSavebisas, SeiZleba miaRwioT mkiTxvelis yuradRebis gadarTvas gancxadebaze, misi ganlagebis miuxedavad. STabeWdilebis Serwymis efeqtis gaTvaliswineba moiTxovs gancxadebis garemomcveli masalebis analizs. misi ganTavseba ar aris gonivruli Semdegi
tipis
teqstis
zemoT:
`redaqcia
pasuxs
ar
agebs
reklamis
damkveTis mier miTiTebuli cnobebis utyuarobaze~. Zalze xSirad reklamis xdeba
damatebiTi
damatebiTi
xarjebi.
aqvs imdenad didi mniSvneloba, rom saWiro
molaparakebebi Tumca,
amiT,
gamomcemelTan reklamis
da
Sesabamisad,
efeqturoba
gacilebiT
gaizrdeba. aranakleb mniSvnelovan rols TamaSobs mimarTvis zomebi. sareklamo gancxadebis zemoqmedebis Zala izrdeba misi zomis zrdasTan erTad, Tumca arapirdapirproporciulad (nax. 2). zemoCamoyalibebuli azri mTeli
xazis
kabadonis
ar amtkicebs,
dakavebaa
ganmeorebis
faqtoris
gancxadebas,
damaxsovrebis
rom didi efeqtis misaRebad
aucilebeli.
gaTvaliswineba.
ufro
erTjerad
TvalsazrisiT,
sjobs
mniSvnelovania
mravalformatian naklebformatiani
gancxadebebis seria, Tundac igive gamocemaSi da SesaZlebelia igi ufro naklebic ki dajdes. eqsperimentulma kvlevam publikaciis
SemCnevadobas
gameorebuli
publikacia
Tu 1/2
aCvena,
CavTvliT gverdze
rom erT gverdze
100%-ad,
Seadgens
maSin
orjer
90,3%-s;
orjer
gameorebuli 1/4 gverdze _ 114,8%-s; rvajer 1/3 gverdze _ 133,3 %-s; rvajer gverdze _ 142,4%-s.
% 250
213
200 150
124
91
94
66
100
55 50 kabado- kabado- kabado- kabado- kabado- gaSlinis 1/4 ¼ nis 1/3 nis 1/2½ nis 2/3 ni loba
nax. 2.
sareklamo mimarTvis aRqmadoba zomasTan mimarTebaSi
ufro
maRalia
xarisxis
fsiqologiuri
zemoqmedeba,
Tu
sareklamo
masala xvdeba mkiTxvels drois gansazRvruli monakveTis Semdeg. es xels uwyobs
mis
cnobierebaSi
mdgradi
asociaciebis
Seqmnasa
da
exmareba
damaxsovrebaSi.
teqsti teqsts sareklamo mimarTvaSi ZiriTadi azrobrivi datvirTva aqvs. is SeiZleba
varirebdes
zomiTa
da
daniSnulebiT,
stiliTa
da
JanriT.
magaliTad, sareklamo slogani moicavs sul ramdenime sityvas. mimoxilviTkomerciuli xasiaTis statia SeiZleba Sedgebodes ramdenime abzacisgan, zogjer ki ramdenime kabadoni eWiros. erTi da igive idea mkiTxvelamde midis sxvadasxva zomis mimarTvebiT. teqstis
SemuSavebisas
gasaTvaliswinebelia,
rom
universaluri
wesi
winadadebis simartiveSia: araumetes erTi ideisa da araumetes erTi saxisa erT winadadebaSi. winadadeba unda iyos odnav meti, vidre qvemdebaris, Semasmenlisa da damatebis Serwymaa. mokle winadadebebi uzrunvelyofen moxdenilobas da gvexmarebian sicxadis miRwevaSi. ase magaliTad, 8 da naklebsityviani winadadeba ikiTxeba advilad, xolo 29 da metsityviani – Znelad.
teqstis ritmi ganisazRreba garkveuli sigrZis winadadebebis SerwymiT. erTi
da igive sigrZis winadadebebs, magaliTad 10 _ sityviani
erTmaneTis
miyolebiT qmnis mosawyen da erTferovan ganwyobas. SedarebiT efeqturad iTvleba ritmi, winadadebebis Semdegi rigiT: SedarebiT grZeli, mokle, Zalian mokle, cota grZeli. amasTan,
winadadebebis saSualo sigrZe ar
unda aRematebodes 20 sityvas. optimaluria 12 sityva. amerikul
JurnalistikaSi
kiTxvadobis
simsubuqis
gansazRvrisTvis
gamoyenebulia gamoTvliTi maCvenebeli indeqsiT _ Fi. Fi =(Nws+Nwt) ď‚´ 0,4 sadac, Nws _ teqstSi (istoria, statia, cnoba) sityvebis saSualo maCvenebelia
Nwt _ sami da met marcvliani sityvebis saSualo raodenoba erT winadadebaSi.
optikuri
Tanafardoba
gancxadebaSi
aucilebelia
(balansireba) iyos
optikuri
kompoziciaSi. Tanafardoba.
sareklamo gverdis
gancxadebis optikuri wertili ganlagebulia diagonalebis gadakveTaze odnav maRla (nax.3). M
C
F
B
E O D
A
L
nax. 3. sareklamo gancxadebis optikuri
centri.
horizontaluri
xazi 5/8 proporciiT. miRebulia rom adamiani wertil
O-s yvelaze swrafad naxulobs, vertikaluri
xazi ML sivrces yofs or
tol nawilad da Tu sareklamo mimarTvis elementebs am
xazidan erTnairi
daSorebiT ganalageben, maSin aseTi teqsti balansirebulad iTvleba.
teqstis Srifti. teqstisTvis Sriftis sworad SerCevaze mniSvnelovnadaa damokidebuli reklamis zemoqmedebis siZliere. sareklamo teqstis TvaliT aRqma agebulia Semdeg principze: Cveulebriv Tvali, pirvel rigSi, Cerdeba sityvebze, romlebic akrefilia ufro didi da msxvili SriftiT. dainteresebis SemTxvevaSi, teqstis kiTxvas agrZelebs. teqstSi asoebis moxazuloba, forma da striqonSi ganlagebis xasiaTi gansazRvravs mkiTxvelis yuradRebas. kompiuteris
gamoCenam
da
programuli
uzrunvelyofis
ganviTarebam
reklamaSi didi raodenobiT Sriftis gamoyenebis saSualeba mogvca. maTgan TiToeuls gansazRvruli datvirTva aqvs. amitom, Tavisi
xasiaTiT Srifti
harmoniulad unda erwymodes, ara marto reklamis grafikul gaformebas, aramed
TviT
teqstis
amasTanave,
Sinaarss
gansakuTrebuli
da
reklamirebuli
yuradReba
produqtis
unda
mieqces
xasiaTs. ramdenad
mosaxerxebelia gancxadebis wakiTxva. saqme imaSia, rom adamianis Tvali aRiqvams
ara
aRniSnulma
calkeul
faqtorma
asoebs,
SeiZleba
aramed daaCqaros,
asoebis an
an
sityvebis
Seanelos
kiTxva.
jgufs. amitom,
mniSvnelovania naxatis garda, sworad SevarCioT Sriftis zoma (kegeli), manZili
asoebs,
sityvebs
da
striqonebs
Soris.
am
TvalsazrisiT,
rekomendaciebi Semdegia: 1.
striqonis sigrZe ar unda aRematebodes 8 sm. es aucilebelia, misi erTi Tvalis SevlebiT aRsaqmelad;
2.
ZiriTadi
teqstis
Sriftis
minimalurad
dasaSvebi
zoma
unda
Seadgendes 8 punqts (daaxloebiT, 3 mm). saTaurebisTvis ar aris rekomendebuli 10 punqtze naklebi kegelis gamoyeneba; 3.
umjobesia teqstis TiToeuli abzaci aikrifos sxvadasxva SriftiT, manZili abzacebs Soris unda gavzardoT;
4.
sasurvelia teqstSi gamoviyenoT rogorc mTavruli, ise nusxuri asoebi. presaSi
ganTavsebuli
reklamis
specifika
gvkarnaxobs
Semdeg
gansakuTrebul midgomebs: teqstis efeqturobis
amaRlebas xels uwyobs misi fsiqologiuri
zemoqmedebis ZiriTadi kanonzomierebebis gamoyeneba. dadgenilia, rom gansakuTrebuli
SriftiT
akrefili
abzacis
pirveli
asoebi
aRqmas
saSualod 13%-iT aZlierebs. striqonSi
asoebis
gamomxatveloba mimzidvelia
aqvs.
kompoziciur-ritmul ase,
magaliTad,
gaerTianebas
emociuri
mkiTxvelisTvis
sakmaod
damreci striqonebi. maT aqvT uCveulo gamomsaxveloba
sareklamo
gancxadebas
dinamiurobasa
da
sixalises
aniWebs.
originaluria Sriftis kompoziciebi daSliT, rodesac teqsti Tavsdeba klaknilad, spiralurad, sagnis wriulad an konturis gayolebiT. teqstis fsiqologiur zemoqmedebis mniSvnelovani aspeqtia safirmo Sriftebis (an
safirmo SriftTa nakrebis) gamoyeneba.
presisTvis sareklamo mimarTvis momzadebisas, sasargebloa sareklamo
sareklamo xelovnebis zogierTi wesi: xelovnebis rigi fundamenturi wesebis gaTvaliswineba. magaliTad g. karteri wignSi `efeqturi reklama~ gveubneba: 1. pirdapir gamoTqviT sakuTari azri (Tavi unda aaridoT daxlarTul msjelobebsa
da
sxvadasxva
saxis
Sesaval
sityvebs,
romlebic
win
uswrebes winadadebebs); 2.
sainteresod
gadmoeciT
masala
(gadmoeciT
ise,
rom
aRZraT
cnobismoyvareoba); 3.
Tavi
aarideT
uaryofiTi
xasiaTis
gamoTqmebs
(gansakuTrebiT
efeqturia damadasturebel-wamqezebluri tonis gancxadebebi); 4. ixelmZRvaneleT jansaRi gonebiT (Znelad misaxvedrma dasabuTebebma SeiZleba Zalian Sors wagviyvanos. SeekiTxeT sakuTar Tavs, daujerebs Tu ara Tqvens mtkicebulebebs saSualo gonebrivi SesaZleblobebis mqone
adamiani, ramdenad SeuZlia mas gaigos im ZiriTadi azris mniSvneloba, romlis mitanasac cdilobT). 5. mokled TqviT, saTqmeli (Tqven TviTon ramdenjer gamogitovebiaT gancxadeba, radganac mosawyenad geCvenebodaT). 6. iyaviT samarTliani (dauSvebelia sicrue reklamaSi, radgan es aris utyuari nabiji momxmareblis dasakargavad). 7. iyaviT originaluri (originaloba gancxadebas aniWebs ganumeorebel mimzidvelobas, axdens did STabeWdilebas da xels uwyobs reklamis ukeT damaxsovrebas). 8.
gaimeoreT
yvelaze
ufro
mniSvnelovani
komerciuli
argumenti
(gameoreba xels uwyoben potenciuri klientis cnobierebaSi reklamis obieqtis sasargeblod, ZiriTadi dasabuTebebis ganmtkicebas. amasTanave, didi mniSvneloba aqvs sxvadasxvagvari formulirebis gamoyenebas). 9.
ar
daiviwyoT
iumoris
Sesaxeb.
reklamaSi
yovelTvis
arsebobs
mowyenis saSiSroeba. swored amiT aixsneba iumoris gamoyeneba, romelic warmoqmnis misi aRTqmisTvis aucilebel bunebriobas. 10. ecadeT miizidoT da SeaCeroT yuradReba, amas SeiZleba mivaRwioT kargad ilustrirebuli gamosaxulebebis SeTavazebiT. 11.
erideT
konkretul
konkurentebTan
dapirispirebas.
winaaRmdeg
SemTxvevaSi, sareklamo mimarTvam momxmarebeli SeiZleba SemoTavazebuli produqtebis
xarisxianobaSi
daaeWvos
da
konkurentebis
produqtis
Seswavlisken waaqezos). aseve
niSandobliviasxva
amerikeli
specialistebis
mier
mocemuli
miTiTebebi, romlebic SeiZleba Camoyalibdes Semdegnairad: saTaurma unda miipyros momxmareblis yuradReba, miawodos axali
informacia,
Seicavdes
mTavar
argumentacias
da
saqonlis dasaxelebas; ar unda gveSinodes sityvebis didi raodenobiT gamoyenebis, Tu yvela sityva saWiroa, maSin didi saTauri ukeT muSaobs, vidre patara; momxmarebeli
xSirad
aRiqvams
informacias
pirdapiri
gagebiT. amitom umjobesia uaryofiTi brunvebi ar gamoviyenoT.
momxmarebels
mexsierebaSi
ar
unda
saqonelTan asocirebadi uaryofiTi
darCes
reklamirebul
momentebi;
aucilebelia gamoviyenoT martivi, magram dadebiTad moqmedi sityvebi, magaliTad `ufasod~, `siaxle~ da a.S. ilustraciebSi metismetad mniSvnelovania intriga, romelic ipyrobs yuradRebas; fotografia muSaobs ukeTesad, vidre naxati, gansakuTrebiT maSin, roca ilustracia asaxavs saqonlis gamoyenebis wina da Semdgom periods; Jurnalis formatis ilustraciiT ubralo maketis presaSi gamoqveyneba sareklamo gancxadebis idealuri variantia; kargad gamoiyeneT naxatisqveSa warwerebi – maT aucileblad waikiTxaven; ar
SegeSindeT
grZeli
teqstebis,
Tu
momxmarebels
daainteresebs saTauri, teqstsac detalurad gaecnoba; teqsti
unda
iyos
aRsaqmelad
advili,
trabaxis
gareSe,
gvTavazobdes faqtebs da ara sityvier mtkicebulebebs; reklamisadmi ndoba matulobs, Tu foto da teqsti asaxavs realur,
cxovrebiseul
suraTs,
TviTmxilvelTa
mtkicebulebebs, avtoritetuli specialistebis azrs; ar unda dabeWdoT teqsti naTeli asoebiT Sav fonze, radgan maTi wakiTxva Znelia.
1.2. sacnobaro beWdviTi reklama beWdviTi reklama Taviseburi savizito baraTia, romlis mixedviTac msjelobs klienti firmis Sesaxeb. umetes wilad es exeba bukletebs, prospeqtebsa da katalogebs, romlebic prestiJuli xasiaTis sareklamo masalebad masalebi gamoices.
iTvleba. unda
maTTvis
Sesruldes
prestiJuli
arsebobs umaRles
xasiaTis
erTaderTi
maRal
reklamas,
doneze
ubralo an
romelic
wesi:
es
saerTod
ar
konkurentTa
reklamaze cudad gamoiyureba, ufro didi zianis miyeneba SeuZlia, vidre mis ararsebobas. beWdviTi
sareklamo
Sexvedrebisa
da
masalebi
komerciuli
farTod
gamoiyeneba
molaparakebebis
dros,
saqmiani vrceldeba
gamofenebze, bazrobebze, seminarebze, prezentaciebze, fostiT egzavneba potenciur klientebs, agreTve gadaecema firmaSi momsvlelebs.
beWdviTi reklamis saxeebi safirmo
katalogebi
gamocema,
romelic
momsaxurebis
an
ganmartebiT,
-
akinZuli
Seicavs
saqonlis
fasebiT
da
an
broSuris
sistematizebul CamonaTvalis
Sedgeba
Cveulebriv gamoiyeneben msxvili
beWdviTi
warmodgenas
Sesaxeb
ramdenime
saxiT
_
firmis,
mokle
gverdisgan.
axsna-
katalogebs,
firmebi. igi weliwadSi
gamoicema
ramdenjerme. prospeqtebi akinZuli
da broSurebi _ mcire moculobis broSuris saxiT an
beWdviTi
gamocema,
(romelic
mag,
Tu
turistul
firmas
ekuTvnis) axdens turistuli momsaxurebis ufro viwro speqtris; _ erTi an ramdenime marSrutis, calkeul sawarmoTa (sastumroebi, restornebi, turistuli
centrebi, sanatoriumebi) momsaxurebis reklamirebas. am
gamocemaTa mTavari upiratesobaa calkeuli momsaxurebis an Sesaxeb
ufro
dawvrilebiTi
cnobebis
aRwerisa
saqonlis
da
ilustrirebis
prospeqtebisa da broSurebis teqnikuri aspeqtebis
momzadebisTvis
SesaZlebloba.
mniSvnelovania: teqstis ganlageba, ilustraciebis
SerCeva da Sedgena,
qaRaldis da beWdvis xarisxi da a.S. bukleti
-
mcireformatiani
gamocemaa,
romelic
katalogisa
da
prospeqtisgan gansxvavebiT, ar aris broSuris saxiT da mravaljeradaa dakecili. bukleti reklamas uwevs calkeul momsaxurebas da SeiZleba hqondes dakecvis sxvadasxva zoma, moculoba da varianti. igi iafi da ekonomiuri gamocemaa, gamodis didi tiraJiTa da gaTvlilia xanmokle gamoyenebisTvis.
plakati
_
SemTxvevaSi,
msxvilformatiani
calmxrivi
beWdviT.
daukecavi did,
gamocema,
daxatul
umravles
ilustracias
an
fotoilustracias (zogjer kombinirebul siluets) Tan axlavs didi sareklamo saTauri _ slogani, romelic xatovnad an SekumSuli formiT, asaxavs reklamis ZiriTad ideas. sareklamo plakatis kompozicia
da
asrulebs
damxmare
detalebiT.
mokle
aRqmis
Taviseburebani teqsti,
rols. efeqti
_
gonebamaxviluri mxatvruli
romelic plakati
miiRweva
ilustraciebTan ar
SeiZleba
naTeli
da
mimarTebaSi
gadavtvirToT
Soridan
SesamCnevi
saRebavebiT. sareklamo furceli _ moculobiT mcire zomis beWdviTi gamocema, romelic moicavs teqstsa da ilustraciebs. misi mTavari amocanaa – iyos TvalSi mosaxvedri, gamoiwvios wakiTxvis survili. amitomac teqstis mixedviT, sareklamo furceli ufro axlos dgas presaSi sareklamo cnobebTan. TvalSi sacemi saTauri, `Sariani~ slogani, originaluri an iumoristuli naxati, sareklamo furceli didi tiraJiT miekuTvneba operatiuli reklamis saSualebas. sareklamo-sasaCuqre gamocemebi (misaloci da sareklamo Ria baraTebi, safirmo kalendrebi, saqmiani dRiurebi, ubis wignakebi da a.S.) beWdviTi sareklamo masalebis Zalze efeqturi saxea, radgan maRali SeRwevis unari gaaCnia. reklama
cnobarebSi,
_
grZelvadiania
da
hyavs
farTo
meoradi
auditoria. wignis reklama. bolo wlebSi Zalian prestiJuli gaxda reklama ganTavsebuli moduri wignis gamocemebSi. aseTi sareklamo saSualebis gamoyenebisas
saWiroa
sifrTxile,
imis
gaTvaliswineba,
ramdenad
Seesabameba gamocemis siuJeti reklamis Sinaarss. reklamisaTvis adgili zustad
unda
SeirCes.
aseTi
saxis
reklamis
ganTavseba
Tavisi
Rirebulebis masStabiT, utoldeba sponsorobas (rac gulisxmobs wignis gamocemis da gamravlebis xarjebs).
2.reklama eleqtronul media saSvalebebSi 2.1. audiovizualuri reklama audiovizualuri
reklama
moicavs
sareklamo
kinofilmebs,
videofilmebsa da slaidfilmebs. sareklamo kino da videofilmebi gamoiyeneba, rogorc komerciul, ise arakomerciul
gaqiravebaSi.
pirveli,
varaudobs
kinoTeatrSi
maT
demonstrirebas mxatvruli filmebis seansis win, an televiziiT; meore, prezentaciebze, seminarebze, pres - konferenciebze, sareklamo stendebsa da gamofenebze. kino da videofilmebi iyofa: 
sareklamo filmi (xangrZlivoba 5-dan 20 wuTamde);

sareklamo rgoli (xangrZlivoba 15 wamidan ramdenime wuTamde).
amJamad
reklamis
praqtikaSi
SeiniSneba
videofilmebis
gamoSvebis
zrdis mkafiod gamoxatuli tendencia. es ganpirobebulia kinofilmebTan SedarebiT iseTi upiratesobebiT, rogoricaa: ekonomiuri, operatiuli warmoeba
da
tiraJireba;
farTo
speqtris
gamomxatveli
gamoyenebis
eleqtronuli
SesaZlebloba;
specefeqtebis sayofacxovrebo
videomagnitofonebis meSveobiT demonstraciebis xelsayreloba. videoreklamis specifikuri saxea sareklamo videoeqspresinformacia. es
TavisTavad,
operatiulad
firmis
cxovrebaSi
momzadebul
mniSvnelovani
videosiuJetia
movlenis
(iubiles
aRniSvna,
Sesaxeb axali
sastumros gaxsna, saiubileo klientis pativsacemad gamarTuli zeimi da a.S.). slaidfilmi
_
avtomaturad
monacvleobiTi
feradi
slaidebiT,
Semdgari programa, romelic proeqcirdeba erT an ramdenime ekranze. mas
SeiZleba Tan axldes specialurad SerCeuli fonograma. slaid-filmebi gamoiyeneba
pres-konferenciebze,
seminarebze,
gamofenebsa
da
a.S.
mocemuli saxis reklamis erT-erTi ZiriTadi Rirsebaa operatiuli da ekonomiuri modifikaciebis, erTi slaidebis meoreTi martivad Secvlis SesaZlebloba, kompoziciis mTlianobis daurRvevlad.
2.2. radoreklama potenciur
momxmarebelTa
gavrcelebis radios,
erT-erTi
moculobiT
yvelaze
masobrivi
sareklamo saSualebaa
informaciis radioreklama.
rogorc reklamis matarebels, gaaCnia rigi upiratesobani:
moicavs ara marto farTo auditorias, aramed uzrunvelyofs konkretul miznobriv auditoriaze gasvlas (mZRolebi da moyvarulebi saWesTan, diasaxlisebi, sayvarel
axalgazrdoba,
radiogadacemebs
romelic da
garkveul
a.S.).
es
saaTebSi
miiRweva
usmens
garkveul
radiogadacemebSi saeTero drois Sesyidvis an dRe-Ramis gansazRvrul droSi reklamis gaSvebis gziT. radioreklamas, presaSi reklamisgan gansxvavebiT, SesaZlebloba aqvs gavlena moaxdinos adamianis grZnobebsa da ganwyobilebaze, gamoiwvios sxvadasxva
warmodgeniTi
saxeebi
(uzrunvelyofa
musikis,
xmovani
efeqtebis, gancxadebis tonis meSveobiT). is, SeiZleba iTqvas, yvelaze iafi da xSirad ganmeorebadi sareklamo saSualebaa. SedarebiTi dabali fasiT. operatiuloba saSualebas iZleva sareklamo Setyobineba eTerSi gavides redaqciaSi SemosvlisTanave. radio, rogorc reklamis matarebeli, axerxebs sxvadasxva gadacemebis meSveobiT moicvas miznobrivi auditoria. gansakuTrebiT mniSvnelovania samuSaoze da samuSaodan momavali adamianebis daintereseba. aseve, misi gamoyeneba SeiZleba dRe-Ramis nebismier
dros, nebismier adgilas qveynis
sxvadasxva kuTxeSi. amasTanave, reklamis mocemuli saSualebisTvis damaxasiaTebelia garkveuli
naklovanebebic.
ase
magaliTad,
radioSi
gancxadeba
ar
mtkicdeba TvalsaCino saxeebiT, rac reklamis aRqmasa da damaxsovrebas uwyobs xels. beWdviTi reklamisgan gansxvavebiT, msmeneli iZulebulia qaRaldze an mexsierebaSi daafiqsiros misTvis saintereso informacia
(telefonis
nomrebi,
detalebi).
problemis
misamarTebi, gadaWris
pirobebi efeqturi
da
gancxadebis
sxva
ganmeoreba,
misi
xerxia
ganmtkiceba myari warmosaxviTi sxeebiT, gazeTebsa da JurnalebSi amave firmis reklamaze miniSnebiT: `dawvrilebiTi informacia Tqven SegiZliaT waikiTxoT
gazeTSi...~
amgvari
frazebi,
miuTiTeben
firmis
aqtiur
sareklamo kampaniasa da mis myar ekonomiur mdgomareobaze. radioreklamis ufro gavrcelebul saxeebia: radiogancxadeba _ informacia, romelsac kiTxulobs diqtori; radiorgoli _ specialurad momzadebuli radiosiuJeti; radioreportaJi _ informacia raRac movlenaze (bazrobebze, gamofena – gayidvebsa da a.S.), romelic Seicavs rogorc pirdapir, ise arapirdapir reklamas.
sareklamo xelovnebis zogierTi wesi: SeecadeT, gancxadebam CarTos msmenelTa warmosaxva; konkretuli
saqonlis
an
momsaxurebis
reklamas
daurTeT
dasamaxsovrebeli bgerebi; sareklamo idea unda iyos lakonuri da naTlad gamoxatuli; aucilebelia
ise
davainteresoT
msmeneli,
rom
radio
sxva
programaze ar gadarTos; efeqturia radiogancxadebaSi cnobili adamianebis Semoyvana; Sedegi
saukeTeso
iqneba,
Tu
rodesac radios yvelaze meti efeqturia
reklama
gamoviyenebT msmeneli
radioSi,
`praim-taim~-is
dros,
hyavs.
rodesac
paralelurad
midis
satelevizio sareklamo kampania. radiogadacemebis reitinguli Sefasebisas gamoiyeneba igive meTodi, rac telegadacemebze. (ix TaviV.)
2.3. telereklama
roca
adamiani
reklamis
Sesaxeb
fiqrobs,
uwinaresad,
ixsenebs
telereklamas. televizia gaxda Cveni masobrivi kulturis ganuyofeli nawili. telereklama
rTuli
sistemaa
da
amdenad,
saintereso
sakvlevi
obieqticaa. amis upirvelesi mizezi moZravi suraTebia, romelsac Tan axlavs xma, titrebi, musika da mayurebels mravalmxrivi
dakvirvebisa da
analizis saSualebas aZlevs. aseve mravalferovania reklamis Sinaarsi. is SeiZleba asaxavdes yoveldRiurobas,
cnobili adamianis cxovrebas,
Seicavdes iumors da a.S. telereklama SeiZleba CaiTvalos mciremetraJian filmad, romelSic bolomde unda iTqvas saTqmeli. man aseve SeiZleba mayurebelSi
aRZras
avtomaturi reaqcia da ubralod, sxva arxze gadarTos. germaneli mkvlevarebis azriT, televizias sxva masobrivi informaciis saSualebebs
Soris,
dResac
wamyvani
adgili
uWiravs.
2003
wlis
monacemebiT, televizori germanuli ojaxebis 94,4%-s hqonda. miuxedavad imisa, rom saqarTvelo ganviTarebadi qveyanaa, am maCvenebliT germanias ar CamorCeba. saqarTvelos mosaxleobis umetesi nawilisTvis televizori yoveldRiuri
moxmarebis
sagania.
zogierT
SemTxvevaSi
es
nivTi
gansazRvravs mayureblis dRis ganrigs da mis saerTo Sexedulebebsa da gemovnebas. televizors iyenebs ojaxis yvela wevri, asakisa da sqesis miuxedavad. is aris masobrivi informaciis, sazogadoebrivi komunikaciis unikaluri saSualeba. amis mTavari mizezia auditoriis didi moculoba da ganmeorebadoba, Tumca internetis ganviTarebam SezRuda televiziis zemoT
CamoTvlili
funqciebi.
maTze
aseve
uaryofiTad
lazeruli pultis gamoyenebam, romelic mayurebels
imoqmeda
saSualebas aZlevs
Tavad iyos yoveli programis diriJori. 1941 wels, telereklama pirvelad amerikaSi gamoCnda, xolo 1956 wels _ germaniaSi. am qveynebSi sareklamo rgolis xangrZlivoba, rogorc wesi, 30-60 wamia. bolo xanebSi, telegadacemebis dros, dainerga telereklamis axali saxe, gadacemis sponsoroba, romelic eTerSi gadacemis Sewyvetis gareSe
gadis.
tradiciuli
amis
mizezia
mayureblis
telereklamis mimarT.
uaryofiTi
damokidebuleba
evropis
qveynebSi
saxelmwifo
televiziis
ZiriTad
Semosavals
telereklama warmoadgens, xolo kerZo telekompaniebi aqiraveben TavianT sareklamo
saeTero
dros.
amasTan,
saxelmwifo
televiziebSi
sareklamo dro ufro SezRudulia, vidre kerZo televiziebSi, magram orive televiziisTvis arsebobs sareklamo
drois kanoniT dadgenili
SezRudvebi. Tavdapirvelad,
sareklamo
rgolebSi
meti
yuradReba
eqceoda
informacias produqciis Sesaxeb, an mayurebelisTvis sareklamo obieqtis gacnobas. daikava
mogvianebiT, xelovnebis
sareklamo
elementebma;
rgolebSi musika,
mniSvnelovani
mxatvroba,
adgili
egzotika,
kino.
dResdReobiT sareklamo rgolebis reJisorebad gvevlinebian cnobili kinoreJisorebi. magaliTad, gai riCi da devid linCi. es kidev
erTxel
mowmobs rom sareklamo rgoli ara mxolod sareklamo saSualebaa, aramed xelovnebis nimuSi.
tele-reklamis saxeebi satelevizio mimarTva. mxolod erTma satelevizio sareklamo `rgolis~ warmoebam rogorc
SeiZleba wesi,
moiTxovos
mTeli
es
asobiT procesi
adamianis iwyeba,
dasaqmeba, teqstis
magram,
SedgeniT.
televiziisTvis reklamis teqstis avtori unda flobdes SesaZleblobas iazrovnos, rogorc reklamis, ise misi matareblis poziciidan. avtors cxadad
unda
esmodes
sareklamo
mimarTvis
marketinguli
da
komunikaciuri miznebi. is amuSavebs mimarTvis ideas, xolo Semdeg iyenebs kinematografis mraval xerxs – samayureblo, xmovansa da optikurs, raTa momavali telereklama iyos efeqturi. mini-speqtakli. personaJebi erTmaneTs xvdebian (samzareuloSi, quCaSi da a.S.) msjeloben TavianT problemebze, aRmoaCenen, rom reklamirebul saqonels SeuZlia maTi problemis mogvareba da am faqtis aRmoCeniT bednierni
Sordebian
gaRizianebisa,
romelic
erTmaneTs.
miuxedavad
auditoriis
SeiZleba
gamoiwvios
msgavsma
SesaZlo
`rgolebma~,
reklamis
am
saxes
mravali
damkveTi
hyavs,
rac
saSvalebas
iZleva
mayureblamde miitanos SedarebiT martivi komerciuli argumentebi. multiplikacia. igi reklamis Semqnels aZlevs srul Tavisuflebas, cxovelTa, saganTa da grafikul elementTa yovelmxriv SesaZlebeli Serwymis saSualebas.
saqonlis demonstracia da Sedareba demonstracia aspeqti,
romelic
_ es aris satelevizio reklamis gansakuTrebuli mas
yvela
sxva
formas
reklamisgan
gamoyofs.
telereklamis Semqmnels yovelTvis aqvs SesaZlebloba gvaCvenos rogor gavxadoT Cveneba sanaxaobrivi, rom darwmunebis karg saSualebad iqces. satelevizio sareklamo klipis formebi damokidebulia imaze, Tu tipis
satelevizio
qsels
gamoviyenebT,
adgilobrivs
Tu
ra
kabelurs.
teleqselebi Tavazoben sponsorobas an gadacemaSi monawileobas, xolo adgilobriv
filialebSi
gancxadebebi.
sakabelo
ganTavsdes erovnuli, an
SeiZleba
da
ganTavsdes
interaqtiuli
`wertilovani~
sistemebSi
SesaZlebelia
adgilobrivi `wertilovani~ reklamebi.
sponsoroba. am SemTxvevaSi, damkveTi Tavis Tavze iRebs programis warmoebasTan dakavSirebul mTel finansur pasuxismgeblobas da TviTon awodebs maT sareklamo klipebs. sponsoroba Zlier zegavlenas axdens mayurebelze, gansakuTrebiT imis xarjze, programis rgolebis
rom
reklamis
Sinaarsobrivi xangrZlivoba.
damkveTs da
SeuZlia
xarisxobrivi
Tumca,
30-60
akontrolos, mxare,
wuTiani
aseve
programis
rogorc sareklamo sponsoroba
umetesobisTvis xelmisawvdomi ar aris, amitom SesaZlebelia, programis warmoebaSi erTad ramdenime sponsori monawileobdes. am meTods xSirad gamoiyeneben, sportul gadacemebSi, sadac TiToeuli sponsori 15
wuTian
drois segments ikavebs. programaSi
monawileoba.
sponsorobis
wili,
mTeli
satelevizio
reklamis mxolod 10%-s Seadgens, danarCeni teleprogramebSi ukavia. romlis am reklamis damkveTebi erT an ramdenime programaSi 15, 30, an 60
-
wamiani
reklamis
safasurs
ixdian.
msurvelebs
SeuZliaT
SeiZinon
nebismieri xelmisawvdomi segmenti programaSi, rogorc regularuli, aseve araregularuli xangrZlivobiT. aseTi midgoma ara marto amcirebs sponsorobasTan dakavSirebul risks da xarjebs, aramed bazrisa da miznobrivi auditoriebis dapyrobaSi ufro met SesaZleblobas iZleva. Tumca, programaSi monawileoba arc ise efeqturia, rogorc sponsoroba da
reklamis
damkveTsac
ar
SeuZlia
akontrolos
programis
Sinaarsobrivi da xarisxobrivi mxareebi. da bolos, saukeTeso sareklamo drois
segmentebi,
TiTqmis
yovelTvis,
reklamis
damkveTi
msxvili
firmebis mieraa Sesyiduli.
`wertilovani~ `wertilovani~ Soris.
maTi
gancxadebeb
satelevizio
gancxadebebi, xangrZlivobaa
translirdeba 10,
20,
30
da
reklamis
mesame
Sesvenebebze, 60
wami.
formaa
gadacemebs
xelmisawvdomia
adgilobrovi, regionaluri da erovnuli reklamis damkveTTaTvis da ZiriTadad, adgilobrivi reklamis damkveTebi Seisyidian. gadacemebs
Soris
reklamisTvis,
radgan
Sesvenebebi xSirad,
yovelTvis
konkuretuli
optimaluri
sareklamo
droa
rgolebiTaa
gadatvirTulia. `wertilovani~ gancxadebebis fasi damokidebulia gadacemis reitingsa da dRis im monakveTze, roca reklama gaiSveba.
reklamis Taviseburebebi televiziaSi
upiratesobebi. 1) televizia saojaxo meurneobis
90%-is yuradRebas ipyrobs. is
gansakuTrebiT popularulia 18-34 wlis asakis adamianebSi, rac reklamis SemqmnelTaTvis bazarze yvelaze mimzidveli asakobrivi jgufia. 2) televizia moicavs fers, SemoqmedebiTi
moqnilobiT,
xmasa da moZrav gamosaxulebas, gamoirCeva praqtikulad,
nebismieri
produqciis
reklamirebisTvis. 3)
miuxedavad
telemayurebelTa
imisa, auditoria
rom
mowinave
mcirdeba,
is
ekonomikis mainc
kvlav
qveynebSi auditoriis
masiuri
dapyrobis
gansakuTrebulad
efeqtur
sareklamo
saSualebad
rCeba. aqve unda aRiniSnos televiziis,
rogorc sareklamo saSualebis,
susti mxareebi. 1)
reklama
ZviradRirebuli
ganmeorebiTi
Cvenebebis
gareSe
mayurebels male aviwydeba. 2)
satelevizio mqone
auditoriis
momxmarebeli
yurebis
umravlesobas
Seadgens,
dRis
mcire
Semosavlebis
ganmavlobaSi
dro, maTi Semosavlebis zrdasTan
gadacemebis
erTad sagrZnoblad
mcirdeba. 3)
mokle
qronometraJiani
sareklamo
rgolebis
gamoyeneba
(gansakuTrebiT 15 - wamiani) teleeTeris komerciuli reklemebiT gadatvirTvas ganapirobebs. 4)
distanciuri
marTvis
xelsawyoebis
gavrcelebam
mkveTrad
SezRuda reklamis saSualo momxmarebelze moqmedebis dro.
televiziis SezRudvebi SesaZlebelia bevrs gaukvirdes, rom aTasi adamianis informirebaze gaweuli xarjebi, Tundac yvelaze ZviradRirebuli sareklamo drois SemTxvevaSi,
beWdviTi
gamocemebis
gancxadebebSi
gaweul
xarjebTan
SedarebiT, bevrad mcirea. magaliTad, saSualo danaxarjebi satelevizio reklamaze aTas kacze gaangariSebiT, praim-taimSi Seadgens 13-15 aSS dolars, maSin, rodesac yoveldRiur gamocemebSi (gazeTebSi) xarji 50 60 aSS dolaramdea. saerTaSoriso JurnalebSi ki - 25-35. im
SemTxvevaSic
ki, Tu reklamas ganvaTavsebT yvelaze maRali reitingis mqone serialis blokSi
-
tarifiT:
500
aTasi
aSS
dolari,
erT
sul
mosaxleze
gaangariSebiT, telereklamis xarjebi Seadgens 13-18 aSS dolars. amrigad, tarifebis
aTasi zrdis
momxmareblis tendenciisa,
dasapyrobad, masobriv
miuxedavad
sareklamo
samomxmareblo
bazrebTan
dakavSirebis yvelaze efeqtur meTodad rCeba satelevizio reklama. momxmareblis konkurenciis
yuradRebis
fonze
mopovebasTan
mniSvnelovania
dakavSirebuli
efeqturi
sareklamo
mwvave klipis
damzadeba.
es
ki
xSirad
gasaTvaliswinebelia,
ara
sakmaod
marto
Zviri
jdeba.
satelevizio
aramed TviT reklamis Seqmnis danaxarjebi. imis
ase
drois
rom,
Rirebuleba,
gaTvaliswinebiT, rom
zogierT satelevizio qselSi sareklamo rgolis damzadeba 1 miln. dolaramde jdeba.
gadatvirTuloba. televiziis gadatvirTuloba aRiniSneba maSin, roca
gadacemebis
msvlelobisas,
an
gadacemebs
Soris,
nebismier masala ar exeba sakuTriv am gadacemas. aseTi daaxloebiT
80%
komerciuli
reklamaa.
danarCeni
gaSvebuli masalebis
dro
modis
sazogadoebrivi, (saxelmwifo) sareklamo gancxadebebze da satelevizio gadacemebis reklamaze. reklamis
damkveTebi
ukmayofiloni
arian,
ara
mxolod
saerTo
araprogramuli (sareklamo) drois zrdiT, aramed, (gaSvebis) gazrdili reklamebis
CvenebaTa
ricxviT,
sareklamo
rgolebis
qronometraJis
Semcirebis xarjze. 1970 – ian wlebamde normad iTvleboda 60 - wamiani sareklamo
rgolebi,
Semdeg
es
norma
davida
30
wamamde.
axla
ki
reklamebis 10%-mde 7-15 - wamiani sareklamo rgolebs ukavia. gamokvlevebi cxadyofs,
rom
sareklamo
rgolebis
raodenobrivi
zrda,
sareklamo
drois Seucvlelad, xels uwyobs eTeris gadatvirTvas.
reitinguli Sefasebebis sistema reklamis damkveTebi televizias afaseben komerciuli informaciis gansazRvrul, miznobriv auditoriamde miwodebis mixedviT. televiziis ZiriTadi maxasiaTebelia reitinguli Sefaseba.
reitingi,
gamosaxuli rogorc wili (procentebSi) romelime auditoriisa (rogorc wesi,
televizoris
mflobeli
saojaxo
meurneobebi),
reklamis
damkveTebis mier ganixileba rogorc mTavari maCvenebeli damyarebuli mocemuli
bazris
dapyrobis
potencialze.
rogorc
wesi,
reitingi gamoiTvleba formuliT: reitingi =
gadacemis auditoria televiziis mqone saoj. meurneob.saerTo ricxvi
gadacemis
individualuri reitingebis SemTxvevaSi, gamoiyeneba igive formula, oRond miznobriv segmentebad iTvleba mosaxleobis ufro gansazRvruli jgufebi da ara saojaxo meurneobebi. magaliTad, Tu mosaxleobis
mxolod
18-34
w-mde
mamakacebis
Cven gvainteresebs segmenti,
reitingi
gamoiTvleba Semdegnairad:
gadacemis mayurebeli mamakacebi 18 - 34 w - mde mamakacebis mos. saerTo ricxvi asak. jgufSi 18 - 34 w - mde
reitingi =
reklamis damkveTebi Seisyidian sareklamo
dros ara programebis
TanmimdevrobiT, aramed adgenen pakets sareklamo drois grafikiT _ rgolebi
ganTavsebulia
sxvadasxva
gadacemebsa
da
dRis
sxvadasxva
periodebSi. yvela grafikis win, ganisazRvreba mTeli SeZenili sareklamo drois saerTo jamuri reitingis (saerTo reitinguli ricxvi GPR (Gross Rating Point)). reklamis damkveTebi saerTo reitingul ricxvs rogorc dapyrobisa da sixSiris
urTierTkavSiris
kvlevis
bazad
iyeneben.
maTematikurad
es
gamoisaxeba formuliT: R*F=GPR da
GPR/R
GPR/R=R
sadac R aris reitingi (Rating),F-sixSire (Frequency). es
damokidebulebebi
aradublirebul
rom
auditorias.
gamoviyenoT
gamovdivarT
saWiroa
TiTqmis
mTeli
vicnobdeT miznobrivi
bazris dapyrobis wertilidan (dapyroba =99,9%) maSin, roca auditoriis TiToeuli wevris erTxel dapyrobis saSualo ricxvi 6.77-is tolia. SegviZlia
es
formulebi
SevamowmoT
zemoT
moyvanili
gamoTvlebis
SedegTa gamoyenebiT. R*F=GPR anu 99,9*6,77=676 GPR/F=R anu 676/6.77=99,9 GPR/F=R anu 676/9.99=6.77 reklamis
damkveTma
unda
gadawyvitos,
rogori
wona
(ra
saerTo
reitinguli ricxvi) SeurCios Tavis bazrebs da ra periodiT. amisTvis saWiroa
gamocdilebaze
da
konkurentTa
saqmianobaze
dakvirveba.
davuSvaT reklamis damkveTma yovelkvireul saerTo reitingul ricxvad daadgina
100-150
(kargi
samuSao
bazris
gaTvaliswinebiT).
rogor
gavanawiloT dro? viyidoT eTeri erTi sadgurisgan? gavyoT dro yvela satelevizio
qsels
amosaxsnelad?
Soris?
kiTxvebze
ra
pasuxebi
kriteriumiT
gamoviyenoT
damokidebulia
amis
dasaxul
mizanze:
xSirad
xarjebs
dapyroba Tu sixSire?.
Sesyidvis
gasaangariSeblad
reklamis
damkveTebi
reitinguli maCvenebelis punqtis (CPP) mixedviT iTvlian CPP=
grafikis Rirebuleba GPR
2.4. interaqtiuli media saSvalebebi mimdinare
procesebidan
gamomdinare,
reklama
momavalSi
momxmareblebis mier gakontroldeba. axali teqnologiebi ignorirebas ukeTeben tradiciul media da marketingul arxebs. Tu komunikaciis saSualeba
da
SesaTavazebeli
produqcia
orive
mxaris
interesebs
Seesabameba, interaqtiuli sistemebi myidvelsa da gamyidvls aZleves saSualebas ufro swrafad daukavSirdnen
erTmaneTs. iseTi kompaniebi,
rogoricaa mag.: `Sony~, globaluri qselebis gamoyenebis SesaZleblobas mouTmenlad elis, raTa Tavisi kino da musikaluri produqcia pirdapir, uSualod,
momxmarebels
moitovon
iseTi
miyidos,
wamyvani
es
mas
konkurentebis
saSualebas poziciebi,
miscems
rogoricaa
satelevizio da sakabelo telesistemebi, xmis Camweri studiebi videogaqiravebis Tanamedrove
maRaziebi.
mosalodnelia,
teqnologiebma
umetes
SesaZleblobebma
ukan _ da
SemTxvevaSi,
gadaaWarbos
am
momsaxurebis saerTo momxmarebelTa moculobas. Tumca, am jer kidev sawyis stadiaze, interaqtiuli mediebi mniSvnelovan cvlilebebs axdenen marketingul praqtikaSi interaqtiuloba
ara
mxolod
Secvlis
mediis
funqciebs,
aramed
SesamCnev gavlenas moaxdens reklamis SemoqmedebiT procesze. magaliTad:
Semcirdeba
momxmarebelis
interesTa
mozidvis
kreatiuli
meTodebis
gamoyeneba.
interaqtiuli televizia uyuroT erT interatiuli televizia aris kompiuteruli teqnikisa da televiziis Sexameba. zogierTi sistemebi TiTqmis igive funqciebs asruleben, rasac Tqven on-lain reJimSi.
monitori, am SemTxvevaSi, iqneba an satelevizio
an multiekranuli konfiguraciiT. is saSualebas mogcemT an
ramdenime
programas da amave dros, imyofebodeT internetSi. interaqtiuloba
SeiZleba
gamovlindes
sami
formiT,
pirvels
miekuTvneba: `Cveneba-moTxovnis mixedviT~ (VOD), rodesac mayurebeli akontrolebs, rodis ras uyuros. `gadaxda-CvenebisTvis~ PPV _ VOD-is SezRuduli formaa, romelic saSualebas aZlevs mayurebels airCios programebi mxolod winaswar mocemuli orsaaTiani intervalebidan. interaqtiulobis meore formaa sistema, romelic inaxavs informacias telemimRebSi
(televizorSi)
da
saSualebas
aZlevs
mayurebels
programebi Tavis saxlSi amoirCios. interaqtiulobis sistemac,
romelic
mesame
formas
cifruli
miekuTvneba
informaciisa
da
`saeTero TviTon
dublis~ programis,
erTdroulad miwodebaSi gamoixateba. distanciuri pultis saSualebiT arCevanis gakeTebasTan erTad, SegiZliaT miiRoT ufro dawvrilebiTi informacia Cvenebis ganmavlobaSi. Tavidan interaqtiuli televizia sakmaod nela viTardeboda. axali farToformatiani gadacemebis gamosvlis Semdeg, misi tempi sul ufro swrafad izrdeba. farTomasStabiani niSnavs, rom moculobis
informacias
gadascems
garantirebul pirobas qmnis.
Sesyidva interaqtiul reJimSi
da
signali ufro didi
gadacemaTa
bazis
Seqmnis
ojaxur pirobebSi, ufro sworad ki on-lain-is reJimSi, Sesyidvis ganxorcieleba, interaqtiuri televiziisa da kompiuteruli reklamis wyalobiT
gaxda
SesaZlebeli.
Tumca,
vaWrobis
axal
saSualebas
ZiriTadad, sacalo movaWreebi iyeneben Tumca, aseve warmatebiT SeuZliaT gamoiyenon
mwarmoeblebma,
rogorc
pirdapiri
marketingis
erT-erTi
forma, romelmac qseluri marketingis saxelwodeba miiRo. interaqtiul reJimSi
yidvis
ganxorcielebisas,
momxmarebels
sakabelo
an
Tanamgzavruli televiziis arxebi unda hqondes, an gamoiyenos Internet-Si CarTuli, modemis saSualebiT personaluri kompiuteri. garda amisa, klientma
SeiZleba
monawileoba
miiRos
interaqtiul
satelevizio
prezentaciaSi, savaWro centrebSi ganTavsebul specialur jixurebSi, aseve
samrewvelo
da
samomxmareblo
saqonlis
araspecializebul
gamofenebze. kargad
damkvidrda
ojaxis
pirobebSi
Sesyidvis
saSualeba
arainteraqtiuri pirdapiri satelevizio reklamis meSveobiT - saqonlis SekveTa xdeba 1994
fostiT, faqsiT, an telefoniT.
wels,
gamoyenebiT
ojaxis
sacalo
pirobebSi,
gayidvis
zemoCamoTvlili
mxolod
1%
yvela
xorcieldeboda.
meTodis Tumca,
specialistebis prognoziT, male es maCvenebeli mniSvnelovnad gaizrdeba. amasTan, rogorc Cans, swored reklamisa da vaWrobis interaqtiuli formebi gaxdeba yvelaze efeqturi sacalo movaWreebisTvis.
3. gare reklama 3.1 gare reklamis
arsi da ganviTarebis istoria
gare reklamis cneba moicavs reklamis gavrcelebis yvela saSualebas, romelic
moqmedebs
momxmarebelze
Senobis
gareT.
maT
miekuTvneba
sareklamo plakatebi, sareklamo boZebi, sareklamo dafebi, kibernetikuri mowyobilebebi, sxvadsxva gasaberi mowyobilobebi, daxatuli kedlebi da sxva
mravali
adgilebSi.
reklamis
saxe,
romelic
gamoiyeneba
sazogadoebriv
gare
reklama
reklamis
uZvelesi
saxea,
amas
mowmobs
Zveli
saberZneTisa da romis magaliTebi. maTTvis, vinc mzad iyo sareklamo gancxadebebi gaekeTebina, kedlebi savsebiT Sesabamisi adgili RmoCnda. Senobis kedlis perpendikularulad ganTavsebuli sastumros niSani gare reklamis erT-erTi uZvelesi formad iTvleba. rom 1666 wels londonSi didi xanZris gavrcelebas xeli xis abrebma Seuwyo, romlebic centris `sitis~ viwro quCebze erTi saxlidan meoreze iyo gadakidebuli. pirveli gare Setyobinebebi, brinjaos da qvis dafegze, jer kidev preistoreul droSi axlo aRmosavleTSi gamoiyeneboda. Zvel egvipteSi moqalaqeebs am meTodiT
auwyebdnen
oficialuri
ara
marto
gancxadebebsac.
komerciuli
aseTi
winadadebebs,
informaciis
mqone
aramed
tabloebi
ganTavsebuli iyo SedarebiT ufro datvirTul gzebze. arsebiTad es iyo avtomagistralebze Tanamedrove reklamis (bilbordis) winamorbedi.. XIX
saukunis
plakatebi
(posterebi)
saqonlisa
da
politikuri
moRvaweebis winsvlisaTvis farTod gamoiyeneboda. 1850 wels pirveli reklama gaCnda tramvaiSi, xolo 1870 wlisTvis aSS-s aRmosavleTsa da dasavleTSi ukve arsebobda gare reklamis 300 specializebuli firma. XX saukunis dasawyisSi gare reklamaSi Tanamedrove epoqa daiwyo, rac avtomobilebis mobilurobis ganviTareba
masiur zrdasTan
xels
gavrcelebas erTad
uwyobda
ukavSirdeba.
reklamaSi beWdvis
mocemuli
mosaxleobis mimarTulebebis
teqnologiisa
da
reklamis
Semqmnelebis zrdas. am periodSi Camoyalibda gare reklamis amerikuli asociacia da Tanamedrove kontrolis biuroebi.
1980-iani wlebis Sua
xanebSi afiSebma miiRo mxatvruli saxe. calkeuli avtorebis saqmianoba muzeumebsa
da
samxatvro
galereebSi
Rirseul
adgil
ikavebda.
sazogadoebrivi mimarTvis da sareklamo gancxadebebis ganTavsebisTvis sareklamo
tumbebi
gamoiyeneboda
da
dResac
farTod
gamoiyeneba.
zogierTi maTgani Tavsdeba saseirno adgilebSi, zogi ki Sexvedrebis adgilebze. reklamis dizaini unda Seesabamebodes sareklamo tumbebis ganTavsebis saxes. dReisaTvis gare reklamis mravali axali saxe gamoCnda, magaliTad: ganaTebuli plakatebi avtobusebis gaCerebebze, morbenali striqonebi Senobebis saxuravebze, msubuqi, brWyviala plakatebi, romelsac qari afrialebs, igi damaxasiaTebelia aziisaTvis da arc Tu ise didi xnis win
inglisSic gamoCnda. kidev erTi siaxle esaa ramdenime gansxvavebuli gancxadebis
monacvleobiT,
CanacvlebiTi
Cveneba,
sadac
sxvadasxva
reklamis fragmentebi datanilia Tamasebis (e.w. plankebis) sxvadasxva mxares, maTi moZraobisas zolebi lagdebian sxvadasxva suraTebad. es teqnologia
saSualebas
iZleva
sicocxle
SevmatoT
iseT
statikur
reklamis
Tematikis
reklamis matarebels, rogoricaa plakati. oficialuri
Media Register-is
monacemebiT
gare
potenciuri urTierTmimarTeba Semdegnairia: Tambaqos nawarmi _ 14%; ualkoholo da alkoholuri sasmelebi _ 22%; kvebis produqtebi da sakonditro nawarmi 11%; finansebi _ 8%; avtomobilebi _ 14%; garToba da Tavisufali drois gatareba _ 40 % mogzauroba 6%; sacalo vaWroba _ 5%; sxva danarCeni _ 10%. ganviTarebad reklama
qveynebSi
mravalerovan
da
gare
da
transportze
gaunaTlebel
ganTavsebuli
auditoriasaTvis
advilad
aRqmadia da amitom ufro efeqturia, vidre sxva saSvalebebi. gare reklama reklamis universaluri matarebelia. igi sargeblobs sul
ufro
aucilebelia
meti Tavisi
popularobiT savaWro
im
kompaniebSi,
markebis
Sesaxeb
romelTaTvisac momxmarebelTa
gaTviTcnobiereba. msoflioSi, sadac yovelwliurad Tavs atydeba asobiT komerciuli winadadeba, gare reklama masiuri auditoriis yuradRebis mipyrobis efeqturi saSualeba xdeba. gare reklama uzrunvelyofs momcvelobis da sixSiris maRal dones da
sxva
komunikaciebTan
SedarebiT
iafic
Rirs.
Sesabamisad
igi
aZlierebs da amatebs reklamas informacias sxva saSualebebSi. da bolos, gare reklamaSi Cndeba axali, ufro gaumjobesebuli SemoqmedebiTi midgomebi. kompiuteruli dizaini, vinili da sxva masalebi, mza
saqonlis
onlainuri
vizualizacia
_
yvelaferi
es
erTad
mniSvnelovnad zrdis industriis mimzidvelobas potenciuri reklamis damkveTebisaTvis.
3.2.Tanamedrove gare reklamis saxeebi gare reklama sakmaod efeqturi saSualebaa, produqtisa da momsaxurebis Sesaxeb,
informaciis
mosaxleobis firmebi
farTo
sul
gasavrceleblad.
fenebze.
ufro
metad
Tumca,
iyeneben
misi
ukanasknel mas
aRqma
gaTvlilia
dros,
imij-reklamis
sxvadasxva
RonisZiebaTa
kompleqsSi. gare reklamis mravalsaxeobidan SeiZleba gamoiyos: 1. faris reklama 2. reklama gayidvis adgilze 3. tranzituli reklama gansakuTrebiT gavrcelebulia faris reklama _ sareklamo farebi, afiSebi, transparantebi, Suqis firniSebi, eleqtronuli tabloebi da ekranebi. aseTi reklamebi SeiZleba ganTavsdes ZiriTad, satransporto da qveiTad
mosiaruleTa
magistralebze,
moednebze,
sportul
arenebze,
gamofenebze, sazogadoebrivi transportis gaCerebebsa da farTo masebis TavSeyris adgilebSi. gare reklamis ZiriTadi daniSnulebaa – potenciur momxmarebelTa cnobierebaSi moRvaweobis
ganamtkicos mimarTuleba.
safirmo masze
niSani
an
gamosaxuli
saxelwodeba,
informaciis
wakiTxva unda moxdes drois mcire monakveTSi - sanam
aRqma
misi da
avtomobili an
qalaqis transporti Cauvlis. amitomac sareklamo dafa Tvals unda xvdebodes,
magram
ara
imdenad,
rom
sagzao-satransporto
SemTxveva
gamoiwvios. dafaze kompoziciis wakiTxvisa da damaxsovrebis xarisxi ganisazRvreba
misi
lakonurobiT;
aucilebelia
mis
SemadgenlobaSi
figurirebdes Semdegi sami-oTxi elementi: 1.
firmis
saxelwodeba,
2.
slogani,
3.
moRvaweobis
mimarTuleba
(saqoneli an misi saxe), 4. telefoni (an misamarTi). meoTxe elements zogierTi mecnieri zedmetad miiCnevs, gamomdinare iqidan,
rom
gare
reklama,
ZiriTadad,
saimijo
saSualebaa
da
sainformacio. garda amisa, quCaSi am elementis dafiqsireba Znelia.
ara
rogorc dasawyisSi iTqva, gare reklama aris “saxls gareT reklam”_is mxolod erT-erTi saxe. rac Seexeba mogebas, gavrcelebas da gamoyenebis xangrZlivobas,
aq
upirobo
lideria
sareklamo
farebis
rotaciuli
ganTavseba. nebismier SemTxvevaSi, jer sareklamo saagento SeimuSavebs gancxadebis
original-makets.
Semdeg
gamosaxuleba
“gadaitaneba”
qaRaldze da ganTavsdeba arCeul konstruqciebze. panelebi posterebisaTvis gare reklamis yvelaze gavrcelebuli formaa _ egreT wodebuli ocdaaT zoliani posteri. TiToeul sareklamo farze ganTavsdeba ori sareklamo plakati. bilbordi SeiZleba
Sesruldes areebiT an srulad.
aseTi posterebi SeiZeleba ganlagdes rogorc calkeul raionebSi, aseve erTdroulad mTels qveyanaSi. rogorc wesi, posterebi gamoiyeneba bazris didi nawilis swrafi da iafi aTvisebisaTvis. garda amisa, Tu gaviTvaliswinebT geomarketingis SesaZleblobebs,
plakatebs
SeiZleba
hqondes
ufro
miznobrivi
daniSnuleba. magaliTad, posterebi, romelabic ganlagebulia finansuri dawesebulebebis axlos an gzis gaswvriv prestiJul mikroraionebSi, xedaven
ufro
SeZlebuli
momxmareblebi,
xolo
posterebs
kolejis
axlos hyavs ufro axalgazrda auditoria. areebis gareSe panelze reklama Tavsdeba an piramde, an CarCo miewebeba fonis Sesabamisi qaRaldiT. termini `amoWrili~ SemoRebulia saJurnale reklamidan. cneba_`areebi~ warmosdgeba im droidan, rodesac sabeWd
manqanebs
hqonda
SedarebiT
mcire
zomebi
da
faris
mTeli
farTobis dasafaravad saWiro iyo qaRaldis bevri furceli. Tanamedrove posterebi ibeWdeba ara qaRaldze, aramed vinilirebul qsovilze. igi faravs 30-zoliani panelis mTels farTobs da SeiZleba ganTavsdes nebismier msgavs konstruqciaze. es qsovili ufo didxans Zlebs da ukeTesad inarCunebs ferebs, magram SedarebiT Zviri jdeba. amitom igi gamoiyeneba im adgilebSi, sadac intensiuri saavtomobilo moZraobaa an sadac reklama Tavsdeba xangrZlivi droiT. posteris ganaTebaze.
ganTavsebis
ganTavsebis
Rirebuleba
tipiuri
droa
damokidebulia 30
dRe.
ufro
panelis xangrZlivi
kontraqtisas arsebobs SeRavaTebi fasebze. rogorc wesi, gadatvirTul gzebze panelebi ganaTebulia da amitom reklama xilulia 24 saaTis
ganmavlobaSi. tipiuri sareklamo kampania gulisxmobs 70-80% ganaTebul panelebs, xolo umsxvilesi sareklamo samsaxurebi iyeneben mxolod da mxolod
reklamebs
ganaTebiT.
rodesac
sareklamo
saagentoebze
informacia grovdeba, kompaniam unda gaigos panelebis saerTo ricxvi, farebis raodenoba ganaTebiT da mis gareSe, erTi panelis Rirebuleba TveSi da kontaqtebis savaraudo saerTo ricxvi. . daxatuli
biuletenebi
aris
yvelaze
masStaburi
midgoma
gare
reklamasTan. gamoyofen am biuletenebis or tips: mudmivi da ufro popularuli,
rotaciuli
anu
wriuli.
mbrunav
farebs
mudmivi
biuletenebiT aqvs ganTavsebis mudmivi adgili. maTSi icvleba mxolod gamosaxulebis farTobi. rotaciuli gadidebuli
biuletenebisaTvis
zomis
farebi
_
gamoiyeneba
TiTqmis
agreTve
samjer
meti
samjer
standartul
posterebze da ganTavsebulia intensiuri moZraobis adgilebSi, sadac mas xedavs
mZRolebis
umravlesoba.
garda
amisa,
isini
yovelTvis
ganaTebulia. RirebulebiT rotaciuli ganlageba jdeba daaxloebiT 4jer Zviri vidre posterebi. bolo
periodidan
am
sferoSi
bevri
siaxlea:
faris
sazRvars
gadacilebuli formati, msxvili asoebi, specialuri ganaTebis efeqtebi, boWkovani optika, gasaberi elementebi. reklamis rotaciuli ganTavsebis minimaluri vadaa
erTi weli, magram SesaZlebelia ufro xanmokle
droiT ganTavsebac ufro maRali Tviuri gadasaxadiT. reklamis es saxe uzrunvelyofs auditoriaze ufro intensiur zemoqmedebas da reklamis erTi
adgilidan
meoreze
gadaadgilebis
gamo
_
momcvelobas
da
SeRwevadobas zrdis. gadaadgileba SeiZleba moxdes yovel 30, 60 da 90 dReSi. monacvle gamosaxuleba quCis reklamis axali saxeobaa. misi paneli Sedgeba dawaxnagebuli Tamasebisagan. trialeben ra es Tamasebi erTsa da imave
adgilze,
teqnologias
isini statikur
warmoadgenen plakatebSi
sxvadasxva dinamika
gamosaxulebebs. SeaqvT.
am
monacvle
gamosaxulebiani stendebi, rogorc wesi ganTavsebulia kargad xilul adgilebze Senobebis saxuravebze. kidev erTi swrafad mzardi segmenti specialuri efeqtiT reklamebis reklamis
kategoriebSi
aris
e.w.
ferwera
kedelze
(kedlis
freska).
zogadad, mTeli gare reklama saTaves iRebs uZvelesi romis freskebidan. sworad
Sesrulebuli
da
ganlagebuli
kedlis
ferwera
qmnis
urbanistuli xelovnebis STabeWdilebas. amis erT-erTi magaliTia seria oTxi `gancxadebidan~. kompania samsungis reklama ganlagebuli iyo niu iorkis oTx Senobaze da ikavebda 5 da 12 sarTulamde simaRles. aseTi sareklamo gancxadebebi mzaddeba ZiriTadad erTianad, rac amcirebs TviTRirebulebas da amartivebs damagrebas. amis garda bevri Senobis kedlebi
gamousadegaria
SesaRebad
an
saxlis
mflobeli
ar
rTavs
SeRebvis nebas. .
tranzituli
reklama
gare reklamisa da transportze ganTavsebuli reklamas aerTianeben da erTianobaSi ganixilaven, rogorc `reklamas saxls gareT~. magram TiToeul
maTgans
aqvs
Tavisi
individualuri
maxasiaTeblebi.
gare
reklama esaa quCaSi ganTavsebuli sxvadasxva zomis plakatebi, naxatebi, metalis Tu manaTobeli warwerebi. reklama transportze daaxloebiT igivea,
oRond
reklama.
is
moiazreba, aseve
rogorc
SeiZleba
moZrav
iyos
Sida
matarebelze (mag:
ganTavsebuli
reklama
avtobusebSi,
rkinigzis sadgurebSi, sahaero da sazRvao portebSi, matareblebsa da mosacdel
darbazebSi)
da
SeiZleba
Seicavdes
ufro
dawvrilebiT
informacias, vidre abrebi an gare reklamis sxva saxeebia, romelTac gamvlel-gamomvlelni Tvals mxolod Seavleben. reklama SeuZliaT
sahaero
zidon
transportze.
transparantebi
dabla
sareklamo
mfrinav
TviTmfrinavebs
gancxadebiT,
saRamos
es
transparantebi SeiZleba Seicvalos sahaero Suqis reklamiT. amasTan, sareklamo gancxadebis mTel sigrZeze SeiZleba ganTavsdes 90 niSnamde. vertmfrenma, romelic moZraobs dabali siCqariT, SeiZleba ataros Suqis reklama 40-80 niSnamde. reklama dros,
TviTmfrinavis
sTavazobs
gamoyenebulia
salonSi.
audio-video
reklamisTvis.
aviaxazebi
programebis
aseTi
saxis
mgzavrebs,
krebuls,
reklamebis
frenis
romelic damkveTebad
ZiriTadad gvevlinebian turistuli saagentoebi da is firmebi, romelTa
produqciac gankuTvnilia mogzaurobasa da saqmian mivlinebebSi myofi adamianebisTavis. eleqtronuli
dafa
moednebze.
Tanamedrove
sportuli
moednebis
umravlesoba aRWurvilia giganturi eleqtronuli displeebiT, romelTa gansazRvruli nawili reklamis ganTavsebisTvisaa gankuTvnili. gasaberi modelebi., romelTa gamoyeneba xdeba sareklamo miznebi sTvis. transportze
ganTavsebuli
reklama
iafi
Cans,
Tumca
cariel
vagonebsa Tu ukacriel baqnebze aRmoCenisas swrafadve `Zvirdeba~. misi Rirebulebis Sefasebisas saWiroa gaTvaliswinebul iqnas Semokrebili auditoriis moculoba da yuradRebis odenoba, rac gancxadebas daeTmo. arsebobs transportze reklamis sxvadasxva saxe. yvela maTgans safuZvlad udevs erTi da igive mizani _ moicvas saxlis gareT myofi mobiluri
mosaxleoba.
tradiciuli
gare
reklamisgan
gansxvavebiT
tranzitul reklamasTan kontaqti xdeba im garemoSi sadac, xalxs aqvs sakmarisi dro gancxadebebis da Setyobinebebis wasakiTxad _ salonebSi, avtomobilebSi, metros vagonebSi. reklamebi
sazogadoebriv
transportSi
SeiZleba
daiyos
sam
ZiriTad kategoriad: 1. gare disflei. transportis gareTa bortebze reklamas moaqvs didi
mogeba
(gancxadebebi
satvirTo
avtomanqanebis
posterebi
SeiZleba
gamoCnda
reklamebi
iyos
avtobusebze,
sabargulebze). didi
avtobusebis
da
metros formatis
mcire.
mTel
vagonebze, mixedviT
bolo
periodSi
farTobze,
romelic
satransporto saSualebas mTlianad ikavebs. fanjris minebze ekroba
iseTi
masala,
romelSic
mgzavrebi
Signidan
xedaven
quCas, garedan ki erTiani sareklamo tiloa. masalad gamoiyeneba webovani
firi
daniSnulebaa
_
an
qsovili.
xeli
ar
am
saxis
SeuSalos
reklamis kontaqtis
ZiriTadi damyarebas
mgzavrebsa da fexiT mosiaruleebs Soris dRis naTel periodSi. 2. Sida disflei. sazogadoebrivi transportis vagonebis SigniT da salonebSi SeiZleba vnaxoT sxvadasxva sareklamo gancxadeba da misawebebeli, ganTavsebuli specialurad gamoyofil adgilebze. Sida reklamis ZiriTadi Rirseba is aris, rom mgzavrebi mas
SedarebiT xangrZlivi drois ganmavlobaSi uyureben. reklamis es saxe idealuria im SemTxvevaSi, roca saWiroa xSiri kontaqtis uzrunvelyofa,
radganac
mgzavrTa
umetesoba
yoveldRiurad
sargeblobs erTi da imave marSrutiT. reklama vagzlebsa da aeroportebSi sazogadoebrivi
transportis
gaCerebebze
sxvadasxva
posterebi
SeiZleba ganTavsdes. `safirmo~ saaTebi, reklamebi dasajdom zonebSi, aeroportebSi.
es
gaTvaliswinebiT,
reklama rom
ar
aris
gancxadebebi
mTlad
`tranzituli~,
ganTavsebulia
ara
imis
uSualod
satransporto saSualebebze, aramed orientirebulia igive auditoriaze. vagzlebSi
yvelaze
gavrcelebuli
reklamis
formaa
erTzoliani
posterebi. formatis miuxedavad aseTi reklama ipyrobs did yuradRebas, transportis molodinSi mgzavrebi yvelafers kiTxuloben. reklama sazogadoebrivi transportis gaCerebebze am
reklamas
transportis
xedavs
molodinSi.
mogzauri
xalxi,
gancxadebebis
romelTac
kiTxva
maT
aqvT
exmareba
dro drois
swrafad gayvanaSi, amitomac nebismieri reklama _ transportze garedan Tu SigniT SesaZlebelia ufro detaluric iyos. tranzituli reklama
reklamis
gaCerebebze.
izrdeba.
bolo
20
gansakuTrebul
msxvil weli
qalaqebSi
amerikis
am
kategorias reklamis
qalaqebSi
warmoadgens
wili
sareklamo
swrafad posterebi
gaCerebebze gaizarda 6 000-dan 30 000-mde, xolo yovelwliuri mogeba Seadgens 220 mln dolars. posterebis zomebi daaxloebiT aris 1,2*1,8 m (4*6 futi) da iqcevs, rogorc momlodine mgzavrebis yuradRebas, agreTve Soriaxlo
gamvlel
fexiTmosiaruleTa
yuradRebas.
isini
naTdebian,
amitom `muSaoben~ 24 saaTs. am saxis reklamac moicavs mgzavrTa did raodenobas, misi Rirebuleba damokidebulia mosaxleobis raodenobaze da kontraqtis xangrZlivobaze, romelic Cveulebriv 1-dan 12 Tvemdea. aRsaniSnavia agreTve, is rom es posterebi ganTavsebulia Tvalis doneze da zemoqmedebis ZaliT sulac ar CamorCeba did farebs, romlebsac gacilebiT Sori manZilidan uyureben. reklamebs gaCerebebze aTavseben sxvadasxva kompaniebi. es aris gare reklamis erT-erTi wamyvani saxeoba. miuxedavad am saxis reklamis wilis simcirisa, saerTo reklamaSi igi swrafad izrdeba. es aris municipaluri
satransporto kompaniebis mogebis wyaro, avsebs adgilobriv biujets, amitom qalaqis xelisufalni miesalmebian mas. reklama specefeqtebiT rogorc saxelwodebidan Cans, reklama specefeqtebiT warmoadgens msxvil,
gare
ekraniT
yuradRebis
mipyrobis
saSualebas.
aseTi
konstruqciebi Tavsdeba msxvil qalaqebSi da aqvs specialuri ganaTeba, novaciuri masalebi da gadawyvetilebebi. SeiZleba gamoyenebul iqnas Senobis mTliani kedeli. specefeqtebi Zalian Zviri Rirs, amitom fasi yvela konkretul SemTxvevaSi SeTanxmebiTia. arendis
minimaluri
vadaa
erTi
weli.
teqnologiebis
zrdis
gaTvaliswinebiT male yvelaze efeqturi SeiZleba gare reklama gaxdes. amJamad gare reklamaSi ukve gamoiyeneba beWdvisa da grafikis cifruli da
lazeruli
teqnologiebi.
ufro
xSirad
Tavsdeba
gancxadebebi
maRalxarisxian qsovilebze. sul male SeiZleba velodoT Tanamgzavris saSualebiT gadamcem `cocxal~ kompiuterul gamosaxulebebs giganturi videoekranebis
msgavsad.
axlo
momavalSi
SeiZleba
tradiciuli
saqaRaldo reklama warsuls Cabardes.
gare reklamis strategiuli aspeqtebi
gare
reklama
_
reklamis
erT-erTi
adaptaciuri
da
drekadi
meTodia. gare reklamas SeuZlia iyos media-gegmis ekonomikuri damateba da misi mTavari obieqti. marto mas SeuZlia moicvas momxmarebelTa zogierTi
geografiuli
da
demografiuli
segmentebi.
gare
reklamis
ZiriTadi upiratesoba mosaxleobis TavSeyris centrebis swrafi da iafi mocvaa. gare reklamas, iseve, rogorc yvela sxva saxis reklamebs, aqvs konkretuli
marketinguli
miznebi,
maT
Soris
SeiZleba
gamovyoT
ZiriTadi: 
axali savaWro markebis Sesaxeb informaciis swrafi gavrceleba, individualobis, arsebuli saqonlis identurobis SenarCuneba da gaZliereba.
Tanamedrove reklamuri gadaadgileba savaWro markebis ZiriTadi sareklamo ideebis winsvlis axali formatiT.
lokalizebuli midgoma zogadnacionaluri sareklamo kompaniis farglebSi.
savaWro
markis
Sesaxeb
praqtikulad
nebismieri
sareklamo
Setyobinebebis an ideis gadacema.
adgilobrivi sawarmoebis mimxroba sacalo vaWrobaSi.
myidvelisTvi markis Sexseneba, adgilze da yidvis process.
pirdapiri SekveTebis stimulireba internetisa da telefonis meSveobiT.
miuxedavad
imisa,
rom
gare
reklamas
mimarTavs
zogadnacionaluri reklamis Semqmneli, es mainc ZiriTadad lokalur xasiaTs atarebs. aSS-s
msxvil bazrebzec
ki ar
scildeba zogadnacionaluri gare reklamis wili 50%-s, xolo ormocdaaTi wamyvani bazris gareT _ mTeli gare reklamis brunvis 80% aris adgilobrivi. bolo wlebSi am sferoSi xdeba erTis
mxriv,
gare
reklama
sxvadasxva
komunikaciur
miznebs
pasuxobs. meores mxriv _ is araa misaRebi reklamis yvela muSakisTvis da marketinguli reklama,
gare
marketinguli
situaciisTvis. reklama, miznebis
iseve
ufro
rogorc
efeqturia
misaRwevad
nebismieri im
gamoiyeneba
sxva
SemTxvevaSi, misi
yvelaze
saxis roca Zlieri
mxareebi. gare reklama TiTqmis yovelTvis gamoiyeneba, rogorc damateba ufro masStabur kompaniasTan. saWiroa sworad gadavitanoT sareklamo mizani _ idea, ise, rom miznobrivma momxmarebelma ver dainaxos or formats Soris sxvaoba. sareklamo saSualebebis `Tandayolili~ naklovanebebi ar SeiZleba iyos kompensirebuli aranairi dagegmviT. kontaqti gare reklamasTan iZulebiTi da xanmoklea, komunikaciis siRrme savaWro markis yvelaze loialur momxmarebelTanac ki mcirea. iTvleba, rom adamiani sareklamo dafas xedavs saSualod aTi wamis ganmavlobaSi. mis garda, gancxadebis saSualo `teqsti~ Seadgens mxolod 7-10 sityvas, romelic saTaurze grZeli araa. sareklamo samsaxurs Tavisi mimarTvis ganTavseba qalaqis garkveul raionebSi an garkveuli quCebis gaswvriv SeuZlia, magaliTad savaWro
centrebisken an stadionisken mimaval quCebSi. magram es ar SeiZleba iyos miznobrivi auditoriis orientireba. gare reklamis popularobis zrdasTan erTad dasavleTis bazrebze warmoiSoba
xelmisawvdomobis
problema.
zogierT
msxvil
bazarze
warmatebulad ganlagebul sareklamo adgilebze moTxovnileba imdenad maRalia, rom rig sareklamo muSakebs ar ZaluZT maTTan miaxloeba. reklama transportze (tranzituli reklama) miznad isaxavs igive amocanebs, rasac Cveulebrivi gare reklama. sazogadoebrivi transporti axorcielebs farTo gavrcelebas da ganmeorebiTi kontaqtebis maRal dones,
miuxedavad
imisa,
rom
reklamis
matarebeli
sxva
saxis
reklamebTan SedarebiT ramdenjerme iafi Rirs. radganac sazogadoebrivi transportiT reklama
mgzavrebi
erTsa
uzrunvelyofs
da
maRal
imave
sixSires
marSruts da
gadian,
wlis
am
saxis
nebismier
dros
auditoriis stabilur mocvas. transportze
ganTavsebuli
reklamis
erT-erTi
ZiriTadi
maxasiaTebelia arCeviToba, anu amorCevis saSualebis qona. ramdenadac transports mravali saSualeba aqvs reklamis gansaTavseblad sxvadasxva adgilsa da marSrutze, maTi arCeva SeiZleba gasatarebeli kampaniis amocanebis
gaTvaliswinebiT.
gansazRvruli transportze
adgili
zustad
presaSi
sareklamo
da
adgilis
iseve,
dro
rogorc
televiziasa
Rirebuleba
da
fasdeba radioSi,
ganisazRvreba
masze
Semxvedri mgzavrebis odenobiT. transportze ganTavsebuli reklamis kidev erTi damaxasiaTebeli niSania xanmokle kampaniebi. aseTi saxis kampaniebi (magaliTad gancxadeba erTi
an
orkviriani
gamofenis
Sesaxeb)
umjobesia
ganxorcieldes
transportis meSveobiT da ara gare reklamis. transporti mimzidvelia adgilobrivi
movaWreebisTvisac,
auqcionistebisTvis,
kinosa
da
TeatrebisaTvis, e.i. maTTvis, visac SeuZlia cvalos Tavisi plakatebi kviraSi erTxel. avtobusebis,
tramvaiebis,
taqsebisa
da
matareblebisaTvis
damaxasiaTebeli Taviseburebaa mgzavrTa mudmivi cvalebadoba, romelTac SeuZliaT dainaxon reklama SigniT da aseve transportis moZraobis adgilebSi mosiarule sazogadoeba, romelTac SeuZliaT gare reklamis danaxva.
satransporto
reklamis
auditoriis
Semadgenloba
mniSvnelovanwilad
gansxvavdeba
Jurnal-gazeTebis
mudmivi
mkiTxvelisagan. ramdenadac
satransporto
reklamis
auditoriis
aRricxva
SeuZlebelia, misi efeqturobis gazrda, gansazRvrul droSi, SeiZleba ganmeorebis
xarjze.
iseT
maRal
urbanul
qveynebSi,
rogoricaa
britaneTi, sadac mosaxleobis 80% qalaqebSi cxovrobs, sargebloben sazogadoebrivi
transportiT
da
SeuZliaT
maTi
naxva.
transportze
SesaZloa iyos specializebuli reklamac. magaliTad, metros vagonebSi sareklamo gancxadebebi unda iyos gamokveTili
da
kargad
ikiTxebodes,
radganac
did
qalaqebSi
mxedvelobis defeqtis mqone mosaxleobis procenti maRalia da `pikis saaTebSi~ adamianTa didi raodenoba grovdeba gaCerebebze, vagonebSi simWidrovea.
samwuxarod,
am
gancxadebaTa
umravlesoba,
vagonis
arasruli datvirTvis pirobebSi, SeiZleba wavikiTxoT, ara umetes, erTi metris manZilida 1) tranzituli reklamis Rirebuleba Zalian dabalia.
igi ar
iTxovs ZviradRirebuli mowyobilobis SeZenas an arendas. 2)
tranzituli
reklamis
kidev
erTi
upiratesobaa
moqniloba.
aseTi reklamis erT-erT naklovan mxared SeiZleba CaiTvalos is faqti, rom
igi
pasuxobs
mgzavrebis
konkretuli
jgufis
saWiroebebsa
da
survilebs. 3)
tranzituli
reklamis
aseve
ZiriTadi
naklia
uunaroba
_
moicvas bazris gancalkevebuli seqtori. magaliTad, adamianebi, romelic cxovoben gareubnebSi da sargebloben sakuTari avtomobilebiT, soflis mosaxleoba, aseve bizmesmenebi da profesionalebi, romlebic, TiTqmis, arc iyeneben sazogadoebriv transports. 4) tranzitul reklamas ar gaaCnia reklamis prestiJuli saSualebis statusi. mgzavrTa masebi reklamas pikis saaTis dros kiTxuloben n. tranzituli adamianisTvis,
reklama
romlebic
gaTvaliswinebulia
sazogadoebrivi
transportiT
milionobiT sargebloben,
aseve fexiT mosiaruleTaTvis da mZRolebisTvis. Cveulebriv,
gare
plakatebi
Tavsdeba
gverdiTa panelebze, ukana fanrebs Soris.
avtobusis,
troleibusebis
msxvili sarkinigzo sadgurebis da aeroportebis sareklamo samsaxurebi reklamis damkveTebs Tavazoben specialur sareklamo formebs, romelic Zalian
hgavs
eleqtronul
stendebs.
Cveulebriv,
isini
specSekveTiT
sruldeba da aRWurvilia sxvadasxva elementebiT mayureblis mosazidad. naklovanebebi: teqstis
gare
gamoyenebis
bunebrivi
reklamis
SeuZlebloba,
stiqiebiT.
im
mTavari misi
problemaa
dazianeba
adamianebis
moculobiTi
vandalizmiTa
yuradRebis
Tu
arasakmarisi
koncentracia, romlebic mis axlomaxlo Caivlian fexiT an transportiT, da
aseve
dro,
romelic
saWiroa
plakatis
damuSavebisaTvis,
misi
dabeWdvisa da ganTavsebisaTvis imisaTvis, rom miwiszeda Tu miwisqveSa transportze plakatebi SesamCnevi iyos, is unda iyos sakmaod bevri. igive Seexeba
saxuravebze
mgzavrTa
nakadi
ganTavsebul
araTanabaria
reklamasac.
da
xalxis
zogierT
brboSi
marSrutze
reklamis
danaxva
Znelia.
gare sareklamo gancxadebis dizaini gare sareklamo gancxadebis dizaini aris erT-erTi rTuli amocana, romelic dgas SemoqmedebiTi jgufis winaSe, radganac sareklamo dafebma unda moaxdinon momentaluri, magram gamoiwvion xangrZlivi zemoqmedeba. dizaini maTi efeqturobisTvis gadamwyveti faqtoria. maketi unda iyos kompaqturi,
mzeris
moZraobis
dawyebuli
mZlavri
martivi
traeqtoriiT,
gamosaxulebiT,romelsac
Cveulebriv
mosdevs
iolad
dasamaxsovrebeli saTauri da sruldeba produqtis identifikaciiT. es urTierTkavSiri
unda
iyos
cxadi
da
integrirebuli,
raTa
yvela
elementi miRebul iqnas, rogorc erTiani koncefcia. gamosaxulebis da ramodenime
sityvis
transportidan
150
mofiqreba metris
ise,
daSorebiT
rom da
SesamCnevi hqondes
iyos
moZravi
momxmareblisaTvis
damajerebeli xasiaTi, mediis arc erTi sxva saxe ar icavs aseT mkacr pirobebs. meores mxriv SemoqmedebiTi TvalsazrisiT gare gancxadebebi SeiZleba CaiTvalos reklamis yvelaze intensiur saxed. aq gamoyenebuli zomebi, ferebi saSualebas aZlevs mxatvars srulad gamoavlinos Tavisi niWi.
sareklamo
dafis
dizainis
yvelaze
mniSvnelovani
mxare
esaa
SesamCnevadoba, romelic gulisxmobs, rom Tu sareklamo dafa TvalSi gvxvdeba, e.i. igi SesamCnevia, advilad ipyrobs mzeras. igi mudmivad eqceva
mxedvelobis
areSi
moZraobisa
da
institutebis
_
dRe-Ramis
ganaTebis
ganmavlobaSi
nebismier
SesamCnevadobis,
nebismier
pirobebSi.
maRali
donis
dros
gare
da
reklamis
uzrunvelsayofad
rekomendacias iZleva gaviTvaliswinoT Semdegi wesebi: grafika: gamosaxulebam unda miipyros mzera. sareklamo dafebis didi nawili unda iyos msxvili, ilustraciebi _ mkafio, Srifti _ msxvili. zoma: sareklamo dafaze gamosaxuleba bevrad aRemateba sagnebis realur zomas. fanqari sigrZiT SeiZleba iyos 25, saCvenebeli TiTi ki _ 48 futi. zomaSi aseTive gadaWarbeba damaxasiaTebelia saqonlisa da savaWro markis gamosaxulebebisTvisac. teqsti: ZiriTadad
gare ar
gancxadebebisagan
reklamaSi aRemateba
teqsti 7
gansxvavebiT
Semofarglulia
sityvas.
gare
saTauriT
tradiciuli
reklamaSi
aris
iseTi
da
beWdviTi cnebebi,
rogoricaa `siuJetis ganviTareba~ da `teqstis gazrda~. am SemTxvevaSi teqstis simcire ara marto upiratesobaa, aramed aucileblobac. igi ara marto efeqturi unda iyos saqonlis gasaRebis TvalsazrisiT, aramed sainteresoc. feri: koloriti _ gare reklamis erT-erTi ZiriTadi Rirsebaa. ferebi unda iqnas sworad SerCeuli, unda iyos kontrastuli (wiTeli, mwvane da a.S.) da kaSkaSa (naTeli), radgan yvelaze Zlier zemoqmedebas maqsimaluri kontrasti axdens, magaliTad najeri muqi da TeTri an yviTeli. sagnis gamosaxuleba da foni: wina plansa da fons Soris unda iyos garkveuli urTierTkavSiri. araalkoholuri sasmelis gamosaxuleba junglebis
fonze
rTuli
aRsaqmeli
iqneba
mZRolTaTvis,
romlebic
garkveuli siCqariT da raRac daSorebiT arian aseTi sareklamo dafidan. foni ar unda uwevdes konkurencias sagans. Srifti: gare reklamaSi gamoyenebuli unda iyos ubralo, martivi, mkafio Srifti, romelic iolad ikiTxeba daSorebidanac da moZravi avtomobilidanac. amisaTvis unda gvaxsovdes: _ minimumamde unda iqnas dayvanili saTauris asoebis raodenoba. _ gansakuTrebuli yuradReba unda mieqces asoebsa da sityvebs Soris intervalebs.
_
gamoyenebuli
Sriftis
saxeobis
miuxedavad,
ukeTesia
ar
gamoviyenoT Zalian Txeli da Zalian sqeli naxazebi. _ umravlesi sareklamo gancxadebebisaTvis rac ufro martivia Srifti, miT ukeTesia. Sriftis mkafiobis kvlevidan dadgenilia, rom gverdi unda auaroT yovelgvar mTavrul asoebs, imitom rom esaa Sriftis yvelaze rTulad wasakiTxi forma, rTulad ikiTxeba agreTve dekoratiuli da xelnaweri Srifti da agreTve kursivi. daSoreba: dizainerebs esmiT, rom maketi magidaze axdens sruliad sxva zemoqmedebas gzaze mdgar reklamasTan SedarebiT. gare reklamis institutma SeimuSava dafidan mayureblamde daSorebis skala, romelsac dizainerebi
maketis
gaformebis
moZravi
dagegmvisas
iyeneben,
avtomobilidan
romelic
raRac
sareklamo
daSorebiT
dafis
Sefasebis
saSualebas iZleva. saqonlis identifikacia: saqonlis identifikacia uzrunvelyofilia etiketisa Tu SesafuTis zomis mravaljer gadidebis gziT produqtze yuradRebis fokusirebiT. ganaTeba: ganaTebul sareklamo dafebs, gare reklamas eleqtro Tu neonis ganaTebiT, moZravi nawilebiT da uCveulo specefeqtebiT Ramis cis
fonze
SeuZliaT
Seqmnan
yuradRebis
misaqcevi,
TvalismomWreli
sanaxaoba. figuruli
elementebi:
unda
gaviTvaliswinoT
sareklamo
dafis
zomis gazrda marTkuTxa CarCoTi SemosasazRvriT. forma:
vizualuri
sibrtyeTa,
advilad
gadakveTis
gziT
zemoqmedebis
gaqrobadi
iqmneba
moculobiTobis
udides
damzadebulia
mkvrivi
gasaZliereblad
xazisa
da
gamosaxulebis efeqtebs
qmnian
neilonisagan,
sivrciTi
horizontalur moculobebis
samganzomilebiani gasaberi igi
iluzia.
sagnebi,
romlebic
SeiZleba
daidgas
damoukidebladac da damatebis saxiTac. moZraoba: sainteresoa gamoviyenoT ZraviT aRWurvili sareklamo dafa,
romelic
moZraobaSi
moiyvans
reklamis
sxvadasxva
nawils,
reklamis sxvadasxvagvari mbrwyinavi elementi, romelsac qari aqanavebs, qmnis moZraobis, feris cvlilebas, gamosaxulebis formis, talRebis TamaSisa
Tu
CanCqeris
iluzias.
erT
dafaze
sareklamo
mimarTvaTa
Sesacvlelad gamoiyeneba cvladpanelebiani dafebi, romelTac kinetikuri dafebi ewodeba. gare reklama da interneti gare reklamis yvelaze rTuli amocana aris mxatvruli koncefciis vizualoba
realistur
garemoSi.
sxva
media-saSualebebi
saSualebas
gvaZlevs vixiloT an movisminoT rogori iqneba an rogor gamoiyureba mza
reklama.
gacilebiT
Znelia
Cveulebrivi
qaRaldis
furclis
sareklamo farze gatana, romlis farTobia 30 kv. metri. gare reklamis Tanamedrove internetis
saagentoebi bazaze,
Tavis
romelTa
klientebs
daxmarebiTac
sTavazoben SeuZliaT
sistemebs
dainaxon,
Tu
rogori iqneba realur pirobebSi maTi gancxadeba. kompiuteruli
teqnologiebi
gare
reklamaSi
erTdroulad
ramdenime kreatiuli inovaciis SesaZleblobebs xsnis. maTi meSveobiT muSavdeba da iwarmoeba safari safarvelebi, romlebic gamoiyeneba 70% msxvil
sareklamo
specialistebi aprogramebs
konstruqciebSi.
momavals
reklamas
xedaven
udidesi
rogorc
saagentoebSi,
teleekranebsa
ukve
aRvniSneT,
romelic
ofisidan
da
mTlianad
cifrul
displeebze.
.gare reklamis farebis ganlagebis modelebi: 1. qseli – modeli, romlis dros yvela fari ganlagebulia kompaniis (reklamis
SemkveTis)
ofisis
irgvliv.
Cveulebriv,
rac
ufro
axlo
manZilia ofisis SenobasTan, miT ufro `mWidrodaa~ ganlagebuli farebi. ra Tqma unda, es Seexeba saavtomobilo trasebsac. modeli absoluturad ar udgeba im variants, rodesac ofisi qalaqis gareubanSia. 2.
magistrali,
(yvelaze iyos
ori
rodesac
xalxmravali) saxis:
farebi
magistralis
calmxrivi
(yvela
ganlagebulia gaswvriv. fari
qalaqis
ZiriTadi
`magistrali~
SeiZleba
mibrunebulia
erT
mxares),
samomxmareblo auditoriasTan maqsimaluri kontaqtis Sesaqmnelad da ormxrivi mxares).
(farebi
mibrunebulia
moZraobis
mimarTulebiT,
nebismier
3. budeebi - rodesac farebi gabneulia qalaqSi jgufebad, ramdenime cals
erTad
(budeebad)
Cveulebriv,
ayeneben
yvelaze
xalxmraval
adgilebSi: saavtomobilo gzebis bolos da gzajvaredinze, bazrebTan da moednebTan. 4.
saeqsperto
–
rodesac
farebi
ganlagebulia
reklamistis
mzerisTvis yvelaze mosaxerxebel adgilebSi. igi zemoT CamoTvlili variantebidan yvelaze qaosuri da sustia. Cveni realobidan gamomdinare, xSirad sareklamo kampaniis momzadeba da Catareba Tveze nakleb dros ikavebs,
xolo
farebisTvis
am
periodSi
SeuZlebelia.
raime
amitom
gaazrebuli maTi
adgilebis
ganTavseba
xdeba
dajavSna Tavisufal
adgilebze.
3.6.Tanamedrove gare reklamis ganviTarebis tendenciebi gare reklamaze, reklamis damkveTTa moTxovnis zrdam, savaWro markebis
winsvlaze
aqcentirebam,
axali
garereklamis
formatebis
gamoCenam, moTxovna ise gazarda, rom, misi zrdis tempi mxolod sakabelo televiziasa da internets Camouvardeba. gare reklamas, arsenals mravalferovnebisTvis `reklamas saxls gareT~ uwodeben. gare reklamaSi Semosavlis ZiriTad wyarod kvlav abrebi rCeba. maTze Semosavlebis 60% modis. ZiriTadi zrda ki sxva saSualebebis SefasebiT
xarjze
gare
mediis
xdeba.
gare
30-ze
meti
reklamis tipi
amerikuli
arsebobs,
aq
asociaciis
Sedis
abrebis
reklama, sainformacio jixurebi aeroportebSi da savaWro centrebSi, sareklamo plakatebi stadionebze da a. S. specialistebis prognoziT “saxls gareT” reklamis popularobis zrda momavalSic SenarCundeba, amas xels Semdegi faqtorebi Seuwyobs: 1. mosaxleobis
mobilurobis
zrda.
adamianebi
erT
didxans iSviaTad Cerdebian. yoveldRe samuSaoze
adgilze milonobiT
adamiani midi. es gare reklamis uzarmazari auditoriaa. kerZo avtomobilebis raodenobis gaizarda 147%-iT, xolo saSualo yoveldRiuri garbeni gaormagda.
2. gare reklamis Rirebuleba. CPM-is monacemebiT gare reklamas ver Seedreba verc erTi sxva saSualeba. saxls gareT reklamis SedarebiT dabali Rirebuleba niSnavs, rom reklamis damkveTma SeiZleba
miaRwios
danaxarjebiT.
gare
Zalian
maRal
reklamis
Sedegs
momcveloba,
minimaluri
gavides
mTlian
segmentze, romelic srulad ar aris dapyrobili sxva mediiT. 3.
xdis idealur saSualebad.
4. mediis
fragmentireba.
sxva
mediis
auditoriis
mzardi
fragmentacia xels uwyobs gare reklamas. bolo ocdaaTi wlis ganmavlobaSi satelevizio arxebis raodenoba gaizarda 800%-iT, Jurnalebisa da radio-sadgurebisa ki _ TiTqmis 200%-iT, ramac ganapiroba auditoriis gadatvirTva informaciiT. ra Tqma unda, reklamis
damkveTisTvis
dapyroba.
gare
mniSvnelovania
reklama
ki
momxmareblis
uzrunvelyofs
sruli
aucilebel
masobriobas. 5. reklamis damkveTebis mravalferovneba. gare reklamaze SeiZleba iTqvas andaza “miTxari vin aris Seni megobari da getyvi vina xar
Sen”.
gare
akrZalvamdec SemqmnelebTan,
reklama ki
Tambaqos
nawarmis
“megobrobda”
rodesac
mas
iseTma
reklamirebis
reklamis
sxvadasxva
gigantebma
miakiTxes,
rogoricaa, General Motors, Walt Disney, Mc Donald’s Procter &Gamble da Time Warner, maT mimdevrebs ubralod ar SeeZloT igive epasuxaT. Sedegi ki aris Semosavlebis zrda da sazogadoebis TvalSi gare reklamis imijis gaumjobeseba.
4 safosto reklama `safosto reklamis
yvela
samsaxuris,
an
reklama~
-
formisTvis, kerZo,
es Tu
sakuriero
aris igi
termini,
romelic
potenciur
samsaxuris
gamoiyeneba
myidvels
safosto
saSualebiT,
pirdapir
egzavneba. danaxarjebis moculobis mixedviT, safoto reklama mesame adgilzea da mas mxolod televizia da gazeTebi uswrebs. firmebis
sididis
miuxedavad,
safosto
reklamas
farTo
gamoiyeneba. mizezi ubraloa: or punqts Soris umoklesi daSoreba aris pirdapiri _ yvela masobrivi informaciis saSualebaze metad safosto reklama uzrunvelyofs
momxmarebelze gasvlis `yvelaze pirdapir xazs~.
xSirad reklamas fostiT sxva cnebebSi ureven, rogoricaa `adresatuli marketingi~, reklama swrafi pasuxiT, pirdapiri reklama da reklama fostaSi SekveTiT. `adresatuli marketingi~ hqvia sistemas, romelsac reklamis damkveTebi iyeneben TavianTi momxmareblis monacemTa bazis Sesadgenad.
`adresatuli
marketingis~
mizania
SekveTebis
miReba,
saqonlisa da momsaxurebis adresatuli gasaReba, komivoiaJorebis da dilerebis
daxmareba,
Semowirulobebis midgoma
momxmareblebTan
Segroveba,
maRalrentabeluria,
an
ukukavSiris
myidvelTa
imdenad,
mozidva
ramdenadac
uzrunvelyofa, maRaziaSi.
aiZulebs
aseTi
adresats
iaqtiuros. reklama swrafi pasuxiT _ es aris mowodeba, romelic ubiZgebs myidvels,
msmenels
da
mayurebels
swrafi
reaqciisken.
aseTi
saxis
reklamam SeiZleba miiRos safosto reklamis saxe, an gamoiyenebodes masobrivi informaciis saSualebaTa momsaxurebisTvis. misi ganviTarebis erT-erTi
sferoa
aseve
`telemarketingi~,
_
firmis
warmomadgenlebi
ukavSirdebian potenciur momxmarebels telefoniT da maT saqonels zepirad
warudgenen,
magram
reklamis
es
forma
nakleb
sasiamovnoa
xalxisTvis. reklama fostaSi SekveTiT _ es aris `reklama swrafi pasuxiT~, rodesac saqonels da momsaxurebas sTavazoben myidvels fostiT, xolo myidveli pasuxad ukveTavs saqonels. reklama fostiT _ es aris adresatuli reklamis nebismieri saxe, romelic igzavneba fostiT. `reklama fostiT~, sagania broSura, romelic myidvels egzavneba fostiT, Tu igive broSura vrceldeba principiT `karidan karze~, es ukve aRar aris `reklama fostiT~. Tumca, is rCeba
adresatuli
reklamis
sagnad.
amgvarad,
gansxvaveba
gavrcelebis
meTodSia. `reklama fostiT~ warmatebulia, radgan dRevandel cxovrebis pirobebs idealurad pasuxobs _ ramdenadac sul ufro meti qalia dakavebuli samuSaoze da amis gamo drois naklebobas ganicdis. asetT dros komfortulia saxlidan gausvlelad SeiZino saWiro produqti da nivTebi. amasTan, myidveli katalogebidan da broSuridan ufro srul informacias iRebs saqonelze. `pirdapiri
reklama~
_
es
aris
reklamis
nebismieri
forma,
romelic mimarTulia uSualod myidvelze _ fostis, komivoiaJorebis, dilerebis an sxva saSualebebis daxmarebiT. safosto
reklama
gasaRebisa
da
momsaxurebis
SeTavazebis
rentabeluri, efeqturi da ekonomikuri saSualebaa, amitom mas farTod iyeneben
sacalo
vaWrobis
sawarmoebi,
komerciuli
da
samrewvelo
firmebi, servisis mwarmoeblebi, saqvelmoqmedo dawesebulebebi da aseve kerZo pirebi. safosto reklama saSualebas aZlevs reklamis damkveTs airCios momxmarebelTa informaciis
is
wre,
saSualebaTa
romelic
surs
umravlesobas
rom
moicvas.
mkiTxvelTa,
masobrivi
mayurebelTa
raodenoba mainc SezRuduli aqvs. magaliTad, yvela telemayurebels ar aqvs gadarTuli programa swored im arxze da im dros, roca mocemuli reklama gadis. arc yvela adamiani ar iwers imave gazeTs da zustzd im dRes ar kiTxulobs, roca mocemuli reklamaa dabeWdili. safosto yuTi ki yvelas maTgans aqvs da safosto reklamis saSualebiT, SeiZleba ojaxTa 100% moicva. safosto reklamis magaliTi SeiZleba iyos: werilebi, baraTebi, mravalgverdiani broSurebi da aseve yuTebi, romelic ramdenime sagans moicavs. safosto reklama SeiZleba iyos koreqtirebuli, gansazRvruli auditoriis moTxovnaTa Sesabamisad. safosto reklamis kerZo xasiaTi saSualebas
aZlevs
reklamis
SeRavaTiani
pirobebi
da
damkveTs
fasebi
myidvelTa
SesTavazos.
SezRudul
didia
jgufs
albaToba,
rom
momxmarebeli
kidev
SeiZens
saqonels
maRalrentabeluri
safosto
reklamis daxmarebiT. safosto reklamas aqvs yvelaze maRali danaxarjebi, romelic 1000 adresatze, ZiriTadi sareklamo saSualebisgan gansxvavebiT, daaxloebiT, Tormetjer
maRalia.
mizezi
ubraloa,
bolo
wlebSi
safosto
momsaxurebis Rirebuleba gaizarda da kvlav agrZelebs zrdas. aseve gaizarda qaRaldis Rirebulebac. erTaderTi mizezi, romlis gamoc myidveli yuradRebas aqcevs reklamas JurnalebSi, misi garemomcveli informaciaa. safosto reklamam ki unda miizidos yuradReba TviTon, sxvisi daxmarebis gareSe. Tu reklamis damkveTi arasworad gansazRvravs Tavis miznobriv auditorias, an ar aqvs potenciur myidvelTa
sruli sia, kampania
SeiZleba CaiSalos. mravali momxmarebeli uaryofiTadaa ganwyobili aseTi reklamis mimarT da `safosto nagavs~ uwodebs. aqedan gamomdinare an waukiTxavad yris
safosto
reklamas,
an
eWvis
TvaliT
uyurebs
sareklamo
informacias. safosto broSurebi
da
reklama aseve
moicavs
xeliT
sxvadasxva
dawerili
formebs
safosto
_
baraTebi.
safosto reklamis yvelaze gavrcelebuli formaa. isini an dabeWdili, akrefili.
an
stamburi
werili
xSirad
meTodiTa igzavneba
da
kompiuteris
broSurebTan,
werilebi, werilebi manqanazea
saSualebiTaa
preiskurantebTan,
SekveTis blankebTan da konvertebTan erTad. baraTebi, gancxadebebisTvis gaizardos.
Cveulebriv, gamoiyeneba,
baraTebi
SeiZleba
gayidvebis rom
am
gaigzavnos
gziT
da
fasdaklebebis
myidvelTa
pirveli
an
mesame
modineba klasis
formiT. pirveli klasis baraTSi xelnaweri teqsti gamoiricxulia, igi dabeWdili unda iyos. sareklamo furclebi _ es aris standartuli formatis gverdebi teqstiT, erT an orive gverdze. Cveulebriv, isini axlavs werils da Seicavs ufro dawvrilebiT informacias sareklamo saqonelze.
prospeqtebs _ sareklamo furclebTan SedarebiT ufro msxvili formati aqvs da kargad gadmoscems reklamirebuli saqonlis formas da saxes. plakatebi
_
sareklamo
datvirTviT,
gamoiyeneba
univermaRSi,
kedelze,xolo safosto tomaraSi dakecili lagdeba.
cxrili 3. strategiuli midgoma media-saSualebebisadmi reklamis
absoli
damizne
matarebeli
turi
ba
Rirebu
gadatviTu ZiriTadi
loba
mimarTva
mizani
moqnilo ba
leba
gazeTi
maRali
saSual.
informacia,
maRali
gasaReba
Jurnali teleqseli
maRali
Zalian
maRali
dabali
maRali
kabeluri
saSualo
sigrZis
Ddamaxsovreba,
Zalian
saS.
gasaReba
maRali
sigrZis
Ddamaxsovreba,
maRali
mokle
kargi
maRali
saSualo
mokle
kargi
informacia,
maRali
Sexseneba maRali
dabali
Damaxsovreba,
dabali
Sexseneba
adgilobrivi
kargi
Sexseneba
televizia radioqseli
saS.
saSualo
maRali
informacia,
mokle maRali
Sexseneba
radio
dabali
kargi mokle
gare reklama
saSualo
dabali
Sexseneba
maRali
mokle
kargi
interaqtiuli
maRali
saSual.
informacia,
maRali
saSualo
kargi
gasaReba
media-
sigrZe
saSualebebi sasaCuqre
dabali
saSual.
Sexseneba
saSualo
maRali
sigrZe
nawarmi gamofenebi
saSualo
saSualo
saSual.
Informacia, gasaReba
saSualo
saSvalo sigrZe
saSual.
5. gamofenebi gamofenebi popularulia mTels msoflioSi. es grZeli istoria modis Zveli savaWro bazrobebidan. gamofenebis ganviTareba Sous xasiaTs iRebda, riTac izidavda vaWrebisa da farTo sazogadoebis yuradRebas. gamofena – erTaderTi sareklamo saSualebaa, romelic zemoqmedebas axdens grZnobis xuTive organoze. britaneTSi gamofenebis saerTo xarjebi Seadgens daaxloebiT, 525 mln. funt sterlings. mTels msoflioSi arsebobs didi sagamofeno centrebi. evropaSi maT Soris umniSvnelovanesia bazeli, frankfurti, Jeneva da milani. mravali ucxouri centri ganlagebulia aeroportebis axlos. dReisTvis, gamofenebis didi raodenoba sparseTis yuris qveynebSi tardeba, maTi mzardi ekonomikis ganviTarebis mizniT. mudmivi savaWro sagamofeno centrebi arseboben iseT ganviTarebad qveynebSi, rogoricaa indonezia, malaizia da singapuri.
gamofenis saxeebi gamofenebi _ sareklamo informaciis universaluri matarebelia. gamofenebi SeiZleba iyos Semdgi saxis: _ farTo sazogadoebisTvis. gamofenebi farTo sazogadoebisTvis (public indoor) Cveulebriv, specialur sagamofeno darbazebSi ewyoba da eyrdnoba zogadad, saintereso Temebs: sakvebi, saxli, `gaakeTe Tavad~, mebaReoba, dasveneba da mogzauroba. _ savaWro an saqmiani. mas miekuTvneba specializebuli tipis sapaviliono gamofenebi. isini naklebad izidaven farTo sazogadoebis yuradRebas. amgvari gamofenebis monawileebi arian: mowveuli stumrebi, dainteresebuli specialistebi, savaWro Jurnalis warmomadgenlebi, an prezentaciaze saqmiani savizito baraTebiT daSvebulebi. - mravalmiznobrivi. pavilionebSi Catarebuli zogierTi gamofena _ avtomobilebis demonstracia, SeiZleba ganawildes dReebis mixedviT, savaWro warmomadgenlebsa da farTo sazogadoebas Soris. _ kerZo. rogorc wesi, hyavs erTi (zogjer ramdenime) sponsori msgavsi, magram arakonkurentuli interesebiT. is Cveulebriv ewyoba sastumroebSi, sazogadoebrivi daniSnulebis SenobebSi, biblioTekebSi, kompaniis SenobaSi an sacxovrebeli adgilis gasayid centrebSi. _ sufTa haerze. iyeneben Ria gamofenebs, magaliTad aviamodelebis, soflis meurneobis xelsawyoebis (soflis meurneobis gamofenebze), dasasvenebeli saxlis inventaris da didi zomis mowyobilobebis demonstraciis dros. sagamofeno stendebi aseve SeiZleba ganTavsdes yvavilebis gamofenaze, cxenebis Souze, an sportul Sejibrebebze. e.i. RonisZiebebze, romlebic Ria cis qveS, anu `tentis~ qveS tardeba. cxel qveynebSi gamofenebi Cveulebriv _ SenobebSi, CrdiloeT naxevarsferoSi ki Ria cis qveS ewyoba. _ moZravi. mobiluri eqspoziciebis gadaadgileba xdeba borblebiani moZravi saxlebis meSveobiT, specialurad Seqmnili moZravi saSualebebiT, orsarTuliani avtobusebiT, matareblebiT,
TviTmfrinavebiT, gemebiT. britaneTis rkinigzas gamofenebisTvis evropis qveynebSi iyenebs specialur warmomadgenlobiT sagamofeno matarebels (Ambassador exhibition train). mobiluri gamofenebi, Cveulebrivi movlenaa ganviTarebadi qveynebisTvis. aq isini mogzauroben qalaqidan qalaqSi da soflidan sofelSi. _ gadasazidi. esaa dasaSleli gamofenebis saxe, romelic gadaaqvT manqaniT, an mcire vagoniT da SeiZleba ganTavsdes sastumroebSi, maRaziebSi, sazogadoebriv Senobebsa da biblioTekebSi. aseT gamofenebs, savaWro warmomadgenlebis monawileobiT, SeiZleba axldes demonstraciebi, seminarebi, slaidebi an video filmebi. rig SemTxvevaSi, sazogadoebriv adgilebSi eqskursiis gareSe Catarebuli gamofenebi SeiZleba darCes yuradRebis gareSe. magaliTad, wignebis gamofena sajaro biblioTekaSi. _ miRwevaTa gamofena. miRwevaTa (in-store) gamofenebi ucxoel sponsorebs Soris popularobiT sargeblobs. maTi `sakvirao~ demonstrireba xdeba sxvadasxva qalaqebSi da gamoaqvT sakvebi produqtebi, Rvinoebi, samrewvelo saqoneli, keramika, minis nawarmi da sxva. aseve, Cveulebriv, miRwevebis, specialuri gasarTobi saRamo publikisTvis SeiZleba moewyos TeatrSi, an sazoagdoebrivi TavSeyris, adgilebSi. aseT programaSi monawileoben momRerlebi, mocekvaveebi da msaxiobebi. zogierT miRwevaTa gamofenaze, rogoricaa, sakeravi manqanebis gamofena, SeiZleba modis demonstrirebis organizebas. mudmivi gamofenebi. zogierTs didi organizacia sakuTar an specialurad amisTvis gamoyofil SenobaSi awyobs mudmiv gamofenebs. konferenciebi. gamofenebi xSirad tardeba yovelwliur konferenciebTan dakavSirebiT da maT mxars uWeren organizatorebi. konferenciaTa monawileebs SeuZliaT gamofenebis daTvaliereba Sesvenebisas da sxdomebis Semdeg. zogierTi aseTi gamofena Zalian mcirea da SeiZleba ganTavsdes sastumroebis foieSi an holSi. zogierTi ki, iseve warmomadgenlobiTia, rogorc Tavad gamofena. gamofenaTa Taviseburebebi. reklamis sxva formebisgan gansxvavebiT, gamofenaze SeiZleba klientma eqsponati uSualod, stendidan SeiZinos. gamofenis mTavari faseulobaa is, rom mas SeuZlia yuradReba miizidos saganze da moiwvios adamianebi sxva qalaqebidan da qveynebidan. gamofenis da xSirad misi konkretul monawileebis reklama vrceldeba sakmaod Sors da asrulebs Suamavlis rols, rogorc qveynis SigniT, aseve mis farglebs gareT. Tumca, es ukanaskneli garemoeba damokidebulia imaze, Tu ramdenad iyeneben gamofenaTa organizatorebi PR SesaZleblobebs. es gulisxmobs, TanamSromlobas presis warmomadgenlebTan gamofenis gaxsnamde, ramdenime TviT adre. gamofena mosamzadeblad da stendebis Sesaqmnelad moiTxovs did dros. aseve mniSvnelovania, rom stendi moawyos da gaaformos mcodne adamianebma, romlebsac SeuZliaT gamofenis stumrebis kiTxvebze pasuxis gacema. zogjer saWiro xdeba specialist-lingvistebis mozidva. saerTaSoriso anu sazRvargareTis gamofenebisTvis sareklamo literatura unda iyos im qveynis enaze, sadac tardeba gamofena. gamofena iZleva SesaZleblobas moxdes axali nawarmis nimuSis demonstrireba da maTze stumarTa gamoxmaureba (komentarebi an
kritika). gamofenebze potenciur klientebTan uSualo zemoqmedebiT, (distributorebsa da momxmareblebs Soris) SeiZleba damyardes sando da keTili urTierToba. gamofena saSualebas iZleva aseve gamyidvelma mokle periodSi ipovos meti potenciuri klienti.
gamofenis organizeba da ganlagebis Taviseburebebi sagamofeno eqspozicia pirobiTad iyofa zonebad: _ samuSao adgili (firmis warmomadgenelTa potenciur partniorebTan da klientebTan molaparakebis sawarmoeblad). _ samsaxurebrivi (damxmare nagebobebi da moednebi, eqsponatebis, sareklamo literaturis Sesanaxad, TanamSromelTa dasvenebisTvis, mosamzadeblad da a.S.) gamofenebze dasarigebeli sareklamo masalebi gamosaCen adgilze unda ganlagdes. amgvari masalebi (sareklamo furclebis, bukletebis, prospeqtebis, katalogebis, suverinuli nakeTobebis) maragi, moculobisa da raodenobis mixedviT SeiZleba uSualod Seinaxos, sagamofeno moednebze, specialur Ria Taroebze an karadaSi. mocemuli saxis reklamis mizania stumrebs misces masalebi momavalSi detaluri gacnobisTvis, rac firmis potenciur klientTa mimarT misamarTisa da telefonis gadacemis yvelaze warmatebul variantia. yvelasTvis xelmisawvdomi masalebis garda, unda arsebobdes mudmivi da soliduri klientebisTvis, aseve sxva firmebis xelmZRvanelebisTvis, specialuri sareklamo da sainformacio masalebi. aseTi masalebi umjobesia samuSao zonaSi im dokumentebTan erTad inaxebodes, romlebic molaparakebis gasamarTavadaa aucilebeli. stendis gaformeba. stendi formdeba calkeuli sareklamo elementebis daxmarebiT: _ stendis frizebze warweriT (firmis saxelwodebis, sasaqonlo niSnis, zogierT SemTxvevaSi, telefonis nomris miTiTebiT) _ kedlebze plakatebiT; _ ekrani morbenali striqoniT an gamosaxulebiT, romelic uSualod stendze an mis gverdiTaa ganTavsebuli. _ monitorebi sareklamo rgolis demonstrirebisTvis. mocemuli saxis reklamis ZiriTadi mizani: mnaxvelTa mozidva, maTi daintereseba firmis saqmianobis mimarTulebebiT, aiZulos gamoiCinos interesi SemoTavazebuli produqtebis ufro detalurad gasacnobad. gamofenis gaxsnis Semdeg sagamofeno stendis gaformeba ar unda CaiTvalos dasrulebulad. muSaobis pirveli dReebis da zogjer saaTebis gamocdilebasac ki, SeuZlia gamoavlinos eqspoziciis xarvezi. arasdros ar aris gvian eqsponatebi gadaavadgiloT, an SevitanoT sxva cvlilebebi. Tuki es SeuZlebelia, igi momavlisTvis aucileblad unda gaviTvaliswinoT. amasTan, nebismieri gamofena, amavdroulad, saswavlo procesicaa. swavloben firmis TanamSromlebi, maTi konkurentebi da saqmiani partniorebi. TiToeul SemTxvevaSi xdeba gamofenis dizainisa da gaformebis meTodTa srulyofa. eleqtronuli siaxleebi Cndeba da qreba imitom, rom erT-or stendze isini sainteresoa, magram yvelaze maTi dayeneba ukve aRar miipyrobs stumrebis yuradRebas. sagamofeno stendis efeqturi gaformebisTvis calkeul rekomendaciaTa formireba
Zalze rTulia, amitom mTavaria `daviWiroT~ axali tendenciebi da viyoT pirveli Tu ara, originaluri mainc. seriozul problemaTa ricxvs, romelsac eqsponati awydeba, miekuTvneba momgebiani mdebareobis uzrunvelyofa. yovel kompozicias specifikuri Tavisebureba aqvs da erT SemTxvevaSi Sedegianma xerxma SeiZleba sxva SemTxvevaSi arc ki `imuSaos~. amasTan erTad, arsebobs saerTo wesebi, romlebic dakavSirebulia mnaxvelTa bunebrivi moZraobis mimarTulebasTan _ rogorc wesi, Sesasvlelidan centrisken saaTis isris sawinaaRmdegod. aucilebelia gaviTvaliswinoT konurentebis adgilmdebareoba. SeZlebisdagvarad, Tavi unda avaridoT stendis ganTavsebas gasasvlelebisa da centraluri gamosasvlelebidan moSorebiT, didi svetebisa da kibeebis ukan, darbazis ukana nawilSi da a.S. kvebis sawarmos mezoblobasac Tavisi naklovanebebi aqvs. Tumca, rogorc praqtika mowmobs, mocemuli viTarebiT, zogjer SeiZleba gansacvifrebeli Sedegebis miRweva.
personali sagamofeno darbazSi
_ _ _ _ _ _ _ _ _ _ _ _ _
firmis sagamofeno moRvaweobis warmateba, mniSvnelovanwilad, damokidebulia TanamSromel-mestendeebis profesionalizmze, romlebic eqspoziciis sajaro zonaSi muSaoben. am samuSaoze kandidatTa SerCevisas individualur TvisebebTan erTad (xalxTan urTierTobis codna da survili, gamZleoba, mimzidveli garegnoba, enebis codna), mniSvnelovania dauRleli urTierTobisTvis mzadyofna _ dReSi praqtikulad 500-jer gaimeoros erTi da igive da ise, TiTqos es pirvelad da mxolod am adamianisTvis warmoTqva. gamofenis dawyebamde aucilebelia momaval mestendeTa instruqtaJis Catareba Semdeg sakiTxebze: gamofenis Tematika; aRniSnul RonisZiebebSi monawileobis miznebi; momsaxurebis paketis an gamofenaze warmodgenili saqonlis asortimenti; gamofenis ZiriTadi siaxleebi; amocanebi, romlebic dgas maT winaSe (siaxleebis gacnoba, xelSekrulebis dadeba da a.S.) stendis gegma; TiToeul stendistze personaluri adgilis gansazRvra; samuSaoTa ganawesi; firmis xelmZRvanelobis Sexvedris ganrigi stendis mnaxvelebTan; stendze cvlilebis, SeniSvnebis, naklovanebebis registraciis formebi gamofenis muSaobis dros; mnaxvelTa registraciis formebi; mnaxvelTa ZiriTadi kategoriis daxasiaTeba; TiToeuli kategoriis mnaxvelTan qcevis modelebi. gansakuTrebuli yuradReba unda daeTmos or ukanasknel aspeqts. mnaxvelTa SemoTavazebuli kategoriebis Seswavla da maTi dajgufeba mniSvnelovnad uadvilebs stendis personals dadginos TiToeuli tipis specifika da qcevis adaptacia maT mimarT. i. g. kritsotakis wignSi _ `savaWro bazrobebi da gamofenebi, monawileobisa da komunikaciis teqnika~ avtori mnaxvelTa Semdeg ZiriTad tipebs gamoyofs:
_ racionalistebi _ winaswar gegmaven gansazRvrul stendTa monaxulebas da gamofenis teritoriaze gadaadgildebian sakuTari `dRis ganrigiT~. maTi mouqneloba SeiZleba ostaturad, Zaldautaneblad gadavlaxoT ise, rom eqsponatebi ar SeewinaaRmdegos dasaxul miznebs. aRniSnuli tipis mnaxvelebi arian profesionalebi, gulgrilni urTierTobaSi da maTTan midgoma moiTxovs profesionalizms; _ `moxetialeebi~ _ xalxmraval stendTa Tayvanismcemlebi. uyvarT iyvnen iq, sadac tardeba masobrivi RonisZiebani, aRtacebulni arian mestendeTa TavazianobiT, isini Cveulebrivi moqalaqeebi arian, magram ara miamitebi da ician, rac surT. ramdenadac stumrebs Soris aseTebi bevria, amitom yovelTvis sasiamovno atmosfero unda sufevdes. _ sakuTar TavSi daurwmunebulni – tanjavT sakuTar TavSi daurwmunebuloba da `miejaWvebian~ stendebs, romelTa irgvliv bevri mnaxveli ikribeba. momTmenni, magram amave dros momTxovni. am tipis mnaxvelebisTvis aucilebelia dro, sakuTari ganzraxvebis gamosavlenad. maT qcevaSi arc Tu iSviaTad undobloba gamosWvivis. pativiscemiT moepyariT am adamianTa sisustes, SeqmeniT STabeWdileba, rom TqvenTvis – namdvili warmatebaa is, rom maT upiratesoba Tqvens stends mianiWes. _ Tavnebebi _ karnaxoben TavianT pirobebs, qedmaRalni, arc Tu iSviaTad, gamoirCevian zomagadasuli egoizmiT. Tumca, swori midgoma maT swrafad aTvinierebs. ubralod, sakmarisia SeigrZnon TavianTi upiratesoba. amitom mimarTvis yoveli fraza maTi principebisadmi pativiscemas unda gamoxatavdes. _ nervozulni – urTierTobebSi rTulni. `Sinaurdebian~ mxolod im pirobiT, Tu maTi winadadebis miRebisas, waxvalT garkveul daTmobaze da amiT Tavdajerebulobas igrZnobs. Zalze afaseben TavdaWerilobasa da konservatizms; _ novatorebi _ eZeben `siaxleebsa~ da saamiso mtkicebulebebs moiTxoven. miuxedavad amisa, isini mzad arian gariskon da pretenzias acxadeben eqsponentis `uzomo~ mxardaWeraze. xSirad aRniSnuli tipis stumrebi amayoben sakuTari novatoruli TvalsazrisiT. novators SeuqmeniT STabeWdileba, rom sakuTari gadawyvetilebiT irCevs Tqvens stends. es gaxsnis axal horizontebs konkurenciis sferoSi; _ konservatorebi _ novatorebisgan gansxvavebiT, upiratesobas aniWeben `klasikur arsenals~; daJinebiT moiTxoven Tanmimdevrobas, SefasebebSi mkacrebi arian da farulad, eSiniaT siaxlis. arian rTulebi da amitomac nebismieri argumentacia sasurvelia iyos terminebiT formirebuli. _ SemTxveviTni _ adamianebi, romlebic Semoifarglebian zedapiruli informaciiT, moqmedeben SemTxveviTi survilebis Sesabamisad da arcTu iSviaTad, arian mesame pirTa interesebSi. swori midgomis saSualebiT, aseTi damTvalierebeli SeiZlebaE romelime SeTavazebuli produqtiT dainteresdes. _ `turistebi~ _ axdenen seriozul STabeWdilebas, Tumca sinamdvileSi, ar gaaCniaT konkurentuli interesebi, magram bevri Tavisufali dro aqvT. isini, Cveulebriv, im stendebTan iyrian Tavs, sadac sxvadasxva RonisZieba (Sou) tardeba da SeuZliaT miiRon suvenirebi an SemoTavazebuli gamaspinZleba. gamocdili personali advilad gansazRvravs momsvlelTa am tips da Sesabamis pozicias
daikavebs; _ `warmomsaxvelebi~ - Cveulebriv, momsvlelebi win wamoweuli mkerdiT. _ qedmaRalni, swrafi moZraobebiT, romlebic, TavianTi Rirsebebis Selaxvad miiCneven stendistTan laparaks da yovelTvis iTxoven xelmZRvanels. Tumca, Tavdapirvelad, isini xotbas asxamen SerCeul firmas, SemdgomSi ki aRmoCndeba, rom maT sakuTar Tavze valdebulebis aReba ar SeuZliaT. stendis gamocdil TanamSromlebsac ki, uZneldebaT aseTi tipis momsvlelTa gamorCeva. Tumca ori-sami xelovnurad dasmuli SekiTxvis Semdeg, isini ukan ixeven; _ `prospeqtmWamelebi~ _ ara aqvT raimes mosmenis unari. xarbad mivardebian beWdviT masalebs, Seagroveben ra mozrdil rodenobas, uCinardebian; _ mokrZalebulebi _ ufro xSirad aseT mnaxvels SeiZleba SevxvdeT, sadRac, stendis kuTxeSi, sxvebisgan ganmartoebiT. is yovelTvis dabneuli da ugergiloa, magram arcTu iSviaTad, aseTi tipis mnaxveli SemdgomSi gawafuli mosaubre da kargi partniori aRmomCndeba. _ `frantebi~ - adamianebi naTeli RimiliT, darwmunebulni sakuTar momxibvlelobaSi. xSirad stumroben stends, sadac qalTa personalis siWarbea da cdiloben `sakuTari Tavis Cvenebas~. umetes aRniSnul tips miekuTvneba damTvalierebeli, romelmac daasrula saqmiani kontaqtebis cikli da usaqmod atarebs darCenil dros. _ `uxeSebi~ _ Cndebian swrafad, gamoxataven eqsponatebs usafuZvlod akritikeben, konkurentebiT aRfrTovanebas, magram xvdebian ra gulTbil miRebas, toveben stends. es adamianebi gamofenas stumroben mxolod erTi mizniT – CarTon isini TavianT programaSi, Tanac umravles SemTxvevaSi, SecdomiT gakeTebuli arCevanis gamo, ver axerxeben gamofenidan sargeblis miRebas. arcTu iSviaTia, rom swored warumatebloba warmoSobs siuxeSes, romelic gamovlindeba maT qcevaSi; _ `jaSuSebi~ _ adamianebi konkurentTa `banakidan~, romelTa interesebi Semoifargleba fasebze da gayidvis pirobebze informaciebis SekrebiT. gamocdili personalisTvis ar aris sirTule gansazRvros amgvar mnaxvelTa ganzraxva da daikavos Sesabamisi pozicia. gamofenis Catarebis dros sasurvelia, TiToeuli mestende iyos misTvis ganrigiT miCenil adgilze. mestendeTa ZiriTadi funqciaa: damTvaliereblebTan pirveladi kontaqtis damyarebiT, maT Soris potenciuri klientebis an saqmiani partnioris gamovlena da bolos, molaparakebis zonaSi, firmis warmomadgenlebTan Semdgomi kontaqtebis uzrunvelyofa
Tavi IV.
reklama da marketingis sistema 1. marketingis sistema
reklamis istoriis Seswavla gviCvenebs, rom sazogadoebis saqmianobis es saxe cariel adgilze ar gaCenila. igi, rogorc sazogadoebis nawili da produqti, marketinguli komunikaciis erT-erTi umniSvnelovanesi instrumentTagania, romlis meSveobiTac xorcieldeba saqonlisa da momsaxurebis efeqturi gasaReba. miuxedavad imisa, Tu rogoria calke aRebuli sareklamo gancxadebis konkretuli mizani, misi sabaziso funqcia ucvleli rCeba. `reklamis institucionaluri aspeqtebi misi funqciis, sabazro informaciiT uzrunvelyofis realizaciis procesSi vlindeba. reklama aerTi gacvlaSi~.1reklamis fundamenturi roli komunikaciuri in anebs myidvelsa da gamyidvels da saWiro daxmarebas aRmouCens maT qonebis strumentis fuqciiT gamoixateba. Tanamedrove sabazro urTierTobaTa pirobebSi reklama aRar asrulebs moTxovnis mxolod formirebis funqcias, man warmatebiT SeiTavsa marTvis funqciac. es kidev erTi Zlieri argumentia imis dasturad, rom reklama marketingis sistemis Semadgeneli nawilia. cnobilma mecnierma jerom mak-kortim Tavis wignSi `marketingis safuZveli~ marketingis gansxvavebuli elementebis klasifikacia moaxdina, romelic dResac popularulia. klasifikaciis es forma bazris specialistebisTvis cnobilia `4P~-is saxelwodebiT. igia misi Semadgeneli elementebis saxelwodebisgan warmodgeba, esenia:1. saqoneli -(product), saqonlis damuSaveba da daproeqteba, markis Seqmna, SefuTva da servisi 2. fasi - (Price), ris mixedviTac sTavazoben saqonels bazars da romelic gansazRvravs Semosavlebis dones. 3. gavrcelebis arxebi - (Place) saqonlis gadaadgilebis arxebi da mis gasayidad momzadeba (garkveul literaturaSi moxseniebulia rogorc ganawileba distribution). 4. winsvla, stimulireba - (Promotion) marketinguli komunikaciebi. zogierTi mkvlevari zemoT CamoTvlil ZiriTad oTx elements umatebs kidev ramdenime P-is _ momxmarebeli (People), SefuTva (Package), komunikaciuri procesi (Communication process), romlebic aseve mniSvnelovnad gansazRvravs yidvas. ixileT #2..2. naxazi. stimulirebis, (winsvlis) qveS igulisxmeba is sxvadasxva saxis saqmianobaTa erToblioba, romelic mimarTulia saqonlis Rirsebis Sesaxeb informacia potenciur momxmareblamde miitanos da moaxdinos stimulireba , anu momxmarebels gauCinos survili iyidos konkretuli saqoneli. reklamis, personaluri gayidvis, gasaRebis stimulirebisa da propagandis specifikur Serwyma Qqmnis stimulirebis kompleqs, winwawevas. Pro-Mix (Promotion-mix) marketings.,xolo, marketinguli komunikaciebiskompleqsis damuSavebis procesi ganixileba, rogorc komunikaciuri politika. .
marketingis gegma Sida garemo faqtorebis Sefaseba kvlevis stadia
momxmareblis Sefaseba miznis gansazRvra
strategiuli stadia marketing miqsSi strategiuli gadawyvetileba
komunikacia
fasi
ganawileba
saqoneli
taqtikuri stadia gayidvis adgili SefuTva
gegmis realizaciis stadia
pirdapi ri marketi ngi
dro / moculoba
reklama
gayidvis stimuli reba
SemoqmedebiTi gadawyvetileba
pablik rileiSe nzi (PR)
pira di gayidv ebi
sareklamo saSualebebis SerCeva
SemoqmedebiTi gadawyvetilebis Sefaseba sapasuxo reaqciis Sefaseba Sefasebis stadia miRebuli
nax.4.1.reklamisgadawyvetilebebis adgili marketingis sistemaSi gadaxedva cnobili amerikeli marketologi f. kotleri winsvlis kompleks Semdegnairad gansazRvrvs: winsvlis kompleqsi (promotion mix) reklamis personaluri gayidvis, gasaRebis stimulirebis RonisZiebebis da propagandis specifikuri Serwymaa, romelic gamoiyeneba kompaniis mier sareklamo da marketinguli miznebis misaRwevad. reklama (advertising) ideebis, saqonlis an momsaxurebis arapirdapiri warmodgenisa da winsvlis nebismieri fasiani formaa. mas ukveTavs da afinansebs sponsori, romlis vinaoba cnobilia. personaluri gayidvebi (personal selling). saqonlis SeTavazeba erTi an ramdenime potenciuri klientisTvis, xorcieldeba myidvelisa da gamyidvelis uSualo urTierTobis procesSi, romlis mizania gayidva da mocemul klientTan xangrZlivi urTierTobebis damyareba. gasaRebis stimulireba (sales promotion) moicavs erTdroul Semagulianebel RonisZiebebs, romelic myidvels, ama Tu im, saqonlis an momsaxurebis yidvisken aqezebs.
sazogadoebasTan urTiertoba (public relation) _ kompaniebs da sxvadasxva auditoriebs Soris urTierTobebis daregulireba, kompaniisTvis sasurveli saxis Seqmnis mizniT. marketinguli komunikaciebi TiToeuli kategoriis farglebSi Tavisi specifikuri xerxebiT moqmedeben. reklama - beWdviTi, radio, satelevizio, gare sareklamo saSualebebi saxiT da sxva. saqonlis gasaRebis stimulireba moicavs specialur mastimulirebel RonisZiebebs, reklamas gayidvis adgilebSi premiebs, fasdaklebebs, kuponebs, specialur reklamasa da demonstracias da ase Semdeg, ixileT #4.1.cxrili. momxmarebeli people
saqoneli product
fari price
gasaRebis arxebi place
SefuTva imiji package
winsvla promotion
komunikaciuri procesi commun. process
Pro Mix
personaluri gayidva
reklama
Public relition PR
gayidvis stimulireba
pirdapiri marketingi
gayidvis adgili da SefuTva
Publisity
damatebiTi saSualebebi
naxazi #4.2.
naxazi # 2.3. miqs-marketingis Semadgenloba
pro- mix is struqturis kordinirebuli saxiT praqtikaSi gamoyeneba ki aris marketingul komunikaciebs integrireba. misi sabaziso Semadgenlebia :reklama, gasayebis stimulireba, sazogadoebasTan
kavSirebi, pirdap[ri marktingi, personaluri gayidva daSefuTva. es Semadgenlebi gansxvavdebian erTmaneTisagan Sedegis miRweviT, momxmarebelTan kontaqtis, sapasuxo reaqciis xangrZliobis, rogorc es naCvenebia #4.1. cxrilSi. yvela am instruments kompania iyenebs sareklamo da marketinguli miznebis misaRwevad. komunikaciuri instrumentebis erToblioba ki, integrirebuli marketinguli komunikaciebis cnebis qveS moiazreba. winsvlis kompleqsSi maTi sworad SerCeva maRal efeqts iZleva, radgan, am SemTxvevaSi, isini erTmaneTs avseben da aZliereben. aqve unda aRiniSnos, rom mxolod winsvlis instrumentebi ar warmoadgens informaciis matarebel da gasaRebis efeqtur saSvalebas. saqonlis gaformeba, fasi, zogadi saxe, safuTavis feri, maRazia, romelSic is iyideba, aseve mniSvnelovani faqtorebia saqonlis stimulirebaSi. aqedan gamomdinare, optimaluri Sedegis misaRebad aucilebelia mTeli marketinguli kompleqsis komponentTa gaTvaliswineba. ixileT #2.1., #2.3 naxazi,.
#4.1.cxrili marketingul komunikaciaTa SedarebiTi daxasiaTeba markentigul
mosalodneli
momxmarebelTan
sapasuxo
komunikaciaTa
Sedegebi
kavSiri
reaqciis
elementebi pirdapiri
xangrZlivoba ralizacia
pirdapiri
mokle
realizacia
iribi
saSualo, mokle
gayidva reklama
damokidebuleba
da xangrZlivi
pirdapiri
momxmareblis
naxevrad
xanmokle
marketingi
qcevis Secvla
pirdapiri
sazogadoebasTan
damokidebulebis
naxevrad
kavSiriPR
Secvla
pirdapiri
(Zalian)
gayidvis adgili
qcevis Secvla
pirdapiri
saSualo
gayidvebi
naxevrad
xanmokle da
pirdapiri
swrafi
xangrZlivi
da SefuTva gayidvis stimulireba
.
komunikaciebi
ZiriTadi funqciebi
Advertising
es aris informaciis arapirdapiri forma, romelic
(Advert)
gaTvaliswinebulia da mimarTulia momxmarebelTa
(reklama)
Sexedulebis mxardasaWerad, mimarTulia xeli Seuwyos damkveTisaTvis sasurveli Sexedulebis Camoyalibebas sareklamo obieqtis mimarT.
Sales Promotion (gayidvis stimulireba)
fasdaklebebi, kuponebi, latariebi, sxvadasxva saxis Sejibrebebi. saqonlis winsvla bazarze, momxmareblis yidvisken wabiZgeba. savaWro qselSi misi sabiTumod Sesyidvebi.
PR
sazogadoebasTan dadebiTi damokidebulebis Seqmna. marketinguli amocanebis gadasawyvetad sasurveli fonis Seqmna: gamofenebi, statiebi, sponsoroba, prezentaciebi. nebismieri informacia an qmedeba, risi daxmarebiTac movlena an pirovneba xdeba farTo sazogadoebisaTvis cnobili.
Personal selling (personaluri gayidvebi)
direqt marketingi, direct-market, personaluri sareklamo winadadebebi, katalogebis gagzavna potenciur myidvelTan (meodebi, rodesac pirdapiri kontaqti myardeba gamyidvelsa da myidvels Soris.
Sales Promotion (gayidvis stimulireba)
suvenirebi, saCuqrebi, gamofenebi, gasayidi adgilis gaformeba, da sxva damatebiTi saSualebebic, romlebic xels uwyoben saqonlis realizacias.
cxrili #4.2. marketinguli komunikaciebis
meTidebi da xerxebi.
marketinguli komunikaciebis ganvitarebis ukanasknel
ramdenime
aTwleulSi
mTels
Taviseburebebi msoflioSi
momqmedma
kompaniebma, yidian ra momxmarebelTa didi masisaTvis standartizirebul produqcias,
masobrivi marketingis xelovnebaSi srulyofas miaRwies.
TandaTanobiT
SeimuSaves
reklamis
efeqturi
teqnika
masobrivi
informaciis saSualebebis meSveobiT, romelic mxars uWers
masobrivi
marketingis strategias (mass marketing strategy). isini masobrivi informaciis saSualebebSi
deben
milionobiT
dolars,
vinaidan
SesaZlebeblia
miizidon aTobiT milioni momxmarebeli erTaderTi sareklamo rgolis saSualebiT. Tumca XXI saukunis moaxloebasTan erTad marketologebi amCneven raRac axal tendenciebs am dargSi. amJamad
ori
ZiriTadi
faqtori
gansazRvravs
marketinguli
komunikaciebis cvlilebebs. jer erTi, gasaRebis bazrebis danawevrebis gamo marketologebs ukve aRar aqvT orientacia masobriv marketingze. isini ufro xSirad SeimuSaveben SezRuduli mimarTulebis markeingul programebs, daamyaron
romlebic
mowodebulebi
specializirebuli
arian
mikrobazrebis
ufro
mWidro
kavSirebi
momxmarebelTan.
meorec,
kompiuteruli da informaciuli teqnologiebis swrafi ganviTareba xels uwyobs gasaRebis daqsaqsul bazrebs Soris informaciis aqtiur gacvlas. Tanamedrove
informaciuli
teqnologiebi
marketologebs
exmareba
operatiuli reagireba moaxdinon moTxovnaze. informacia momxmarebelTa da maTi ojaxebis saWiroebaTa Sesaxeb axla ufro xelmisawvdomia, vidre odesme. axali teqnologiebi, agreTve gvTavazoben komunikaciebis axal arxebs
specializebuli
informaciiT
momxmarebelTa
ufro
viwro
jgufebisaTvis. interesTa
simZimis
specializebulze, komunikaciebze
centris
gadamwyveti
iseve,
rogorc
gadanacvlebam
masobrivi
marketingidan
zemoqmedeba
moaxdina
marketingul
Tavis
droze
masobrivma
marketingma
safuZveli daudo masobrivi informaciis saSualebebis axal Taobas. marketologebs
am
axal
komunikaciebis
garemos
CarCoebSi
uxdebaT
xelaxla gaiazron reklamisa da winsvlis sxvadasxva saSualebaTa roli. reklama,
farTo
moxmarebis
saqonelis
mwarmoebeli
kompaniebisaTvis
yovelTvis iyo winsvlis kompleqsis ZiriTadi saSualeb.. Tumca dResac
televizia,
Jurnalebi
mniSvnelovan
da
rols
masobrivi
TamaSobs.
informaciis
bazris
sxva
fragmentaciam
saSvalebebi reklamis
saSualebebis fragmentaciamdec migviyvana – im viwro, specializebul saSualebaTa swraf ganviTarebamde, romlebic ufro ukeTesad pasuxoben danawevrebis
Tanamedrove
ganviTarebul
qveyanaSi
tendenciebs.
telemayurebelTa
70-80-ian
wlebSi,
umravlesobis
bevr
yuradReba
mipyrobil iqna sami-oTxi telearxisaken. 90-ian wlebis Sua periodisTvis maTi
ricxvi
mniSvnelovnad
gaizarda,
radgan
sakabelo
da
Tanamgzavrulma televiziam reklamis damkveTebs SesTavaza aTobiT da asobiT alternatiuli arxi, romlebic zomiT ufro nakleb miznobriv auditoriaze
iyvnen
orientirebuli.
msgavsi
situacia
ukanasknel
aTwleulebSi Jurnalis biznesSic Camoyalibda, sadac SedarebiT ufro mcire raodenobis Jurnalebis sanacvlod Semovida mravali gamocema, romlebic
gaangariSebulia
mcire
auditoriaze
da
am
gzebis
garda,
reklamis damkveTebi yvelaze xSirad miznobriv sareklamo saSualebebs iyeneben,magaliTad videokamerebs supermarketebSi. amrigad,
integraciul
meTods
komunikaciebis
erTiani
strategiis
SemuSavebamde mivyavarT.
1.2. komunikaciis procesi TiToeuli sawarmo misTvis efeqtur, specifikur komunikaciis meTodebs iyenebs. momdinare iqedan rom momxmarebeli Zalze gansxvavebulia,kompaniam bazris TiToeli segmentisaTvis,unda SeimuSaos komunikaciis Sesabamisi calkeuli programebi. maT unda uzrunvelyon Tavisi informaciis momxmareblamde dayvana. informacis efeqturi gadacemis uzrunvelsayofad aucilebelia komunikaciis sistemis muSobis codna. informaciis gadacemis procesi moicavs cxra elements, romelic mocemulia nax. 3.3.ze. maTgan ori am procesis mTavari monawilea _ gamgzavni da mimRebi. kidev ori _ Setyobineba da reklamis saSualebebi moicavs procesis ZiriTad saSualebebs. oTxi elementi _ kodireba, gaSifrva, reaqcia da ukukavSiri komunikaciebis ZiriTadi funqciebia. da bolos _ dabrkolebebi. gamgzavni, mimarTvis wyaro - obieqti romelic ugzavnis Setyobinebas meore mxares - kompanias; kodireba - sareklamo Setyobinebis an ideis simboluri formiT wardgena; mimarTva - gamgzavnis mier gadasacemi sityvebis, gamosaxulebis an simboloebis erToblioba; informaciis gavrcelebis saSualebebi - sakomunikacio arxebi, romlebiTac Setyobineba gadaecema gamgzavnidan mimRebs;
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gaSifvra - procesi, romlis dros mimRebi aniWebs garkveul mniSvnelobas gamgzavnis mier kodirebul simboloebs; mimRebi - romelic iRebs meore mxaris mier gamogzavnil Setyobinebas; reaqcia - mimRebis moqmedeba SemoTavazebuli informaciis gacnobis Semdeg. moqmedebebi SeiZleba iyos sxvadasxva – magaliTad: momxmarebeli xdeba ufro gaTviTcnobierebuli, yidulobs SemoTavazebas, an ar iwyebs araviTar moqmedebas; ukukavSiri - sapasuxo reaqciis nawili, romelsac mimRebi atyobinebs gamgzavns. magaliTad, momxmarebelTa nawils moswons reklama da imaxsovrebs, xolo myidvelTa nawili wers an rekavs kompaniaSi imisTvis, rom firmis produqcia an reklama Seaqos an gaakritikos. dabrkolebebi - informaciis daugegmavi damaxinjeba misi gadacemis procesSi. magaliTad, momxmarebelma yuradReba moaduna Jurnalis wakiTxvis dros da gamotova rekl
nax.2.3. komunikaciuri
gamgzavni
kodireba
procesi
mimarTva
gaSifrva
mimRebi
informaciis gavrcelebis saSualebebi
dabrkoleba
ukukavSiri
sapasuxo reaqcia
gamgzavnebis mier gaTvaliswinebuli kodirebis procesi unda Seesabamebodes mimRebis mier gaSifrvis process. es niSnavs, rom yvelaze efeqturi Setyobineba Sedgeba mimRebisTvis cnobili sityvebisa da simboloebisgan. rac ufro metad gadaifareba gamgzavnis codnis are mimRebis codnis ariT, miT ufro efeqturi iqneba Setyobineba. xSirad warumateblobis mizezi xdeba marketinguli komunikaciis sferos specialistebis dabali orientacia TavianTi momxmareblis codnis sferoze. dReisTvis marketologebi komunikacias ganixilaven, rogorc yidvagayidvis xangrZlivad marTvis process. sxva sityvebiT rom vTqvaT, marTva iwyeba yidvis winamorbedi periodidan da vrceldeba yidvis momentSi Sesyiduli saqonlis gamoyenebis periodsa da Semdgom periodze.
ramdenadac momxmarebeli gansxvavebulia, kompaniam unda SeimuSaos komunikaciis calkeuli programebi bazris TiToeuli segmentisTvis, segmentis TiToeuli niSisTvis da TiToeuli momxmareblisTvisac ki. gaSifrvisTvis gamgzavnma unda gasces Setyobineba, reklamis saSualebebis meSveobiT, romelsac SeuZlia miaRwios miznobriv auditoriamde aseve unda uzrunvelyos ukukavSiris efeqturi arxebi, romelic saSualebas iZleva Sefasdes auditoriis sapasuxo reaqcia Tavis Setyobinebaze. sayuradReboa, rom interaqtiul komunikaciaTa sferoSi uaxlesi teqnologiebis miRwevebi, ara marto informaciis miwodebis saSualebas iZleva, aramed momxmareblis mier miRebuli informaciis ukan dabrunebac SeuZlia.
komunikaciuri arxebi ganasxvaveben personalur da ara personalur komunikaciis arxebs. personalur komunikaciaSi monawileobs ori an meti piri, es SeiZleba iyos ori Tanamosaubris urTierToba, satelefono kontaqti, piradi mimowera an kavSiri internetiT. personaluri komunikaciis arxebi xasiaTdebian piradi urTierTobebis moqnilobiTa da ukukavSiris dadgenis SesaZleblobebiT, rac mniSvnelovnad gansazRvravs maT efeqtianobas. pirad gavlenas udidesi mniSvneloba gaaCnia ZviradRirebuli da gazrdili riskis mqone saqonlis SeZenis SemTxvevaSi (avtomobilebi, msxvili sayofacxovrebo teqnika da sxva). piradi gavlena aranakleb mniSvnelovania yvela sxva danarCeni saxis saqonlis SeZenis drosac. arapersonalur komunikaciis arxebs warmoadgenen masobrivi informaciis saSualebebi, romlebic informacias pirdapiri kontaqtis an ukukavSiris gareSe avrceleben da reklamis TvalsaCino saSualebebi (sareklamo dafa, plakati). garkveul rols TamaSobs Seqmnili atmosperoc_saqonlis gayidvis adgilis specifikuri gaformeba, romelic xels uwyobs Sesyidvis Sesaxeb gadawybetilebis miRebas. magaliTad savaWro centris mowyoba Tanamedrove teqnikuri aRWurvilobiT da dizainiT, sabavSvo oTaxebiT da avtosadgomis siaxloviT da sxva mravali faqtori, romelic sasiamovnos xdis yidvis process.
2. gayidvis stimulireba (Sales phomotions) reklama gamoiyeneba winsvlis kompleqsis or sxvadasxva instrumentTan _ gasaRebis stimulirebasa da propagandasTan erTad. gayidvis stimulireba moklevadiani komunikaciaa, romelic ubiZgebs saqonlis an momsaxurebis yidvas an gayidvas. reklama akeTebs daskvnebs saqonlis an momsaxurebis yidvis sasargeblod, gasaRebis stimulireba ki xsnis, Tu ratom unda gakeTdes es, dauyovnebliv. gasaRebis stimulireba moicavs saSualebaTa farTo speqtrs, romelic bazris mxridan ufro swraf reaqcias uzrunvelyofs. momxmarebelTa stimulireba _ es aris saqonlisadmi momxmarebelTa
xanmokle interesis uzrunvelyofa, romelic maT Sesyidvisken ubiZgebs. momxmareblisken mimarTul gasaRebis stimulirebis saSualebebs miekuTvneba _ nimuSebis gavrceleba, kuponebi, latariebi, konkursebi prizebiT, demonstracia, CaTvlis talonebi, fasdaklebebi. vaWrobis stimulireba _ mowodebulia maRaziebsa da biTumad movaWreebs aRuZras survili saqoneli gayidvaSi iqonion. mas miekuTvneba konkursebi da latariebi, romelic gaangariSebulia savaWro personalisTvis _ erToblivi reklamis ganxorcieleba, saqonlis didi raodenobiT Sesyidvis pirobebSi garkveuli SeRavaTebi. gayidvis stimulirebis arsenalSi arsebuli saSualebebi mravali organizaciis mier gamoiyeneba, maT Soris mewarmeebis, distributorebis, sacalo movaWreebis, savaWro asociaciebisa da arakomerciuli dawesebulebebis mier. ukanasknel periodSi firmebis da kompaniebis gasaRebis stimulirebaze gaweuli xarjebis mniSvnelovani zrda gamoikveTa. yovelwliurad aRniSnuli miznisTvis gaweuli xarjebi izrdeba daaxloebiT 12%-iT, maSin, rodesac reklamaze gaweuli xarjebis zrda ar aRemateba 5-7%-s. gasaRebis stimulirebaze, gansakuTrebiT ki, saboloo momxmarebelTa stimulirebaze gaweuli xarjebis swraf zrdas xeli Seuwyo ramdenime faqtorma. upirveles yovlisa, es aris gasaRebis stimulireba mimdinare gayidvis gazrdis umTavresi problemebis gadaWris yvelaze ufro efeqtiani instrumenti. gasaRebis stimulirebis saSualebebi TavianTi miznebiT Zlier gansxvavdebian. magaliTad, ufaso sakonsultacio momsaxurebaTa sistema grZelvadian TanamSromlobas amyarebs sacalo movaWreebTan. gamyidvelebi iyeneben gasaRebis stimulirebas, raTa miizidon axali klientebi, daajildovon mudmivi momxmarebelebi da aamaRlon SemTxveviT momxmarebelTa myidvelobiTi done. arsebobs axali myidvelis sami tipi: 1) is, vinc ar sargeblobs mocemuli kategoriis saqonliT: 2) is, vinc sargeblobs sxva sasaqonlo markiT; 3) is, vinc xSirad icvlis markas. gasaRebs. mastimulirebeli kompaniebi xSirad izidaven ukanaskneli jgufis warmomadgenlebs, radgan wina ori jgufis warmomadgeneli ver amCnevs, an ar reagirebs masalebis stimulirebaze. is, vinc xSirad icvlis markas umetesad cdilobs saqonlis dabal fasSi yidvas, an maRali samomxmareblo faseulobisken iswrafis. naklebsavaraudoa, rom gasaRebis mastimulirebeli kompania maT mocemul savaWro markis mimarT mijaWvulobas Camouyalibebs. amitom, gasaRebis stimulirebas bazarze, sadac sxvadasxva markis saqoneli Zalian hgavs erTmaneTs, Cveulebriv, mivyavarT gayidvis moklevadian efeqtamde da ar SeuZlia bazris wilis grZelvadiani gazrda. miuxedavad amisa, bazarze gasaRebis stimulirebam, sadac savaWro markebi Zlier gansxvavdeba erTmaneTisgan, SeiZleba migviyvanos bazris wilis ufro grZelvadian gadanawilebamde. mravali gamyidveli gasaRebis stimulirebas Tvlis institutad, romelic angrevs mijaWvulobas savaWro markis mimarT, xolo reklamas _ instrumentad, romelic aseT mijaWvulobas ayalibebs. menejerebis winaSe erT-erTi umniSvnelovanesi sakiTxi dgeba – rogor gaanawilos biujeti gasaRebis stimulirebasa da reklamas Soris.
rodesac kompania didi xnis ganmavlobaSi garkveuli savaWro markis gasaRebis stimulirebas axdens, momxmarebelTa TvalSi iaffasiani marka xdeba da momxmarebeli aseT saqonels iZens mxolod fasdaklebiT. analitikosebis umravlesoba darwmunebulia, rom reklamisgan gansxvavebiT, gasaRebis stimulirebis saqmianoba momxmarebelSi ar ayalibebs xangrZliv mijaWvulobas, piriqiT aseTi saqmianobis Sedegi, Cveulebriv, gayidvis moklevadiani efeqtia, romlis SenarCunebac SeuZlebelia. mravali kompania, romelic dafasoebul samomxmareblo saqonels awarmoebs, sabolood midis im daskvnamde, rom ufro mets xarjavs gasaRebis stimulirebaze, vidre es surda. Kellog Kraft, Procter& Gamble da sxva kompaniebi gayidvis stimulirebas savaWro markisadmi momxmarebelTa mijaWvulobis SemcirebaSi, fasisadmi maT gazrdil mgrZobelobaSi, sabazro warmatebebis moklevadianobasa da maRalxarisxiani savaWro markis imijis eroziaSi adanaSauleben. marketologebis garkveulma nawilma es problema gasaRebis stimulirebis zedmeti gamoyenebiT axsnes. isini amtkiceben, rom gasaRebis stimulirebas meti sargebeli moaqvs rogorc momxmareblisTvis, aseve mwarmoeblisTvis. gasaRebis stimulirebasTan dakavSirebuli saqmianoba saSualebas aZlevs mwarmoebels xeli Seuwyos moTxovnisa da miwodebis moklevadian meryeobas, ise, rom gaiTvaliswinos gansxvaveba momxmareblis sxvadasxva kategoriebs Soris. es aZlevs saSualebas mwarmoeblebs gazardos fasebi da Seamowmos `ramdenad maRali SeiZleba iyos~. es aqezebs momxmarebels gasinjos axali saqoneli. amave dros, momxmarebels saSualebas aZlevs ukeT gaerkves fasebSi da amaRlebs misi dakmayofilebis dones _ is Tavs grZnobs ufro ekonomiur myidvelad. rogorc wesi, gayidvis stimulirebis saqmianoba erwymis reklamas an personalur gayidvas. saqmianobas momxmarebelTa stimulirebis Sesaxeb, Cveulebriv, unda gaukeTdes reklama, radgan is mis interess aZlierebs. gasaRebis stimulirebis mizani. gasaRebis stimulirebis mizani unda gamomdinareobdes marketingis amocanebidan. firmebsa da kompaniebs gasaRebis stimulirebis gamoyeneba SeuZliaT gayidvebis moculobis gazrdisa da xangrZlivi periodis manZilze, sabazro wilis dasapyrobad. stimulirebis konkretuli amocanebi gansxvavebuli iqneba miznobrivi bazris gansxvavebul tipTan dakavSirebiT. saboloo momxmarebelTan dakavSirebiT stimulirebis mizani SeiZleba iyos axali momxmareblis mizidva, konkurenti firmis momxmarebelTa gadmobireba an SenarCuneba da loialuri momxmareblis dasaCuqreba. sacalo movaWreebTan dakavSirebiT, stimulirebis mizani SeiZleba iyos: firmis waxaliseba axali saqoneli CarTos Tavis asortimentSi, sacalo movaWreebs gamoumuSaos markisadmi erTguleba, SeaRwios Tavisi saqonliT axal savaWro obieqtebSi, gazardos savaWro sawarmos daintereseba saqonlis didi raodenobiTa da swrafi gasaRebiT. rac Seexeba sakuTar savaWro personals – gasaRebis stimulirebis mizania maTi dainteresebis amaRleba axali saqonlis an axali modelis gayidviT.
gayidvis stimulirebis saSualebebis SerCeva
gayidvis stimulirebisTvis SeiZleba sxvadasxva saSualebebis gamoyeneba. momxmareblisken mimarTul stimulirebis ZiriTad saSualebebs, rogorc zemoY avRniSeT miekuTvneba: nimuSebis gavrceleba, kuponebi, fasdakleba, safuTavi SeRavaTian fasSi, premiebi, safuTavi fasis miTiTebiT, sareklamo suvenirebi, jildoebi mudmivi klientebisTvis, saqonlis eqspozicia da demonstracia gasayid adgilebSi, konkursebi, lataria da TamaSebi. ganvixiloT cal_calke. kuponebi ewodeba (Coupons) _ sertifikatebs, romlebic garkveuli saqonlis yidvis dros fulis ekonomiiis saSualebas iZleva. aSS-Si yovel wels 322 miliardi kuponi vrceldeba. am raodenobidan momxmarebeli iyenebs TiTqmis 8 miliard kupons. is maT erT kuponze saSualod 59 centis ekonomiis saSualebas aZlevs, anu mTlianad 4,7 miliard dolarze metis. kuponebis gagzavna SeiZleba fostiT, sxvadasxva saqonelze darTviT. SesaZlebelia maTi dabeWdva sareklamo gancxadebebSic. kuponebs SeuZlia kargad nacnobi saqonlis gasaRebis stimulireba, an axali markis saqonlis masalebis gasinjvis waxaliseba. maRaziebSi gamoiyeneba eleqtronuli mowyobilobebi kuponebis dasabeWdad. `uqaRaldo kuponebis sistemebi~ salaroSi angariSsworebisas, kerZo SeRavaTebs anawilebs garkveuli myidvelebisTvis. specialuri kuponebis manqanebi, romelTac maTi swrafi gadaTvla xdeba, migviyvans kuponebis gamoyenebis _ saSualod, 24%-iT, xolo gasaRebis _ 32%-iT zrdamde. ufaso nimuSebis gavrceleba. es aris momxmareblisTvis gasasinjad saqonlis mcire nawilis ufasod SeTavazeba. risi meSveobiTac xorcieldeba momxmareblis mier aRniSnuli saqonlis SeZenis survilis stimulireba. nimuSebis gavrceleba SesaZlebelia safosto gzavnilebiT, maRaziebSi darigebiT, saqonlis SefuTvaSi CadebiT. nimuSebis gavrceleba Zalze efeqturi, magram imave dros Zalze Zviri stimulirebis saSualebaa. amitom is mxolod iafi saqonlis SemTxvevaSi gamoiyeneba. xSirad ufaso nimuSebi, xvdeba imaTTan, vinc saerTod ar gamoiyenebs maT. aRniSnulis aRmosafxvrelad, ufaso nimuSebi unda SesTavazon im momxmarebels, romelic garkveul interess iCens saqonlisadmi. isini gansakuTrebiT efeqturia axali saqonlis wardgenisas. sareklamo suvenirebi (advertising specialties) - sasargeblo wvrilmanebi, romlebzec aRbeWdilia reklamis damkveTis saxeli. isini ufasod urigdeba momxmarebels. Cveulebriv, esenia: kalmebi, kalendrebi, gasaRebis `sakidrebi~, asanTi, CanTebi, safexburTo maisurebi da yavis lambaqebi. yovel wels amerikuli kompaniebi sareklamo suvenirebze xarjaven 4,5 miliard dolarze mets. bolodroindel, erT-erT gamokvlevaSi aRwerilia, rom gamokiTxuli momxmareblis 63% sareklamo suvenirs atarebda. TiTqmis yvela momxmarebels SeeZlo reklamis damkveTis saxelwodeba an sareklamo Setyobineba gaexsenebina interviuerTan SefuTvebi fasdaklebiT. (Price packs centsoff deals) es aris gansazRvruli ekonomiis SeTavazeba momxmareblisTvis. saqonlis Cveulebrivi fasis sanacvlod, fasdakleba miTiTebulia mwarmoeblis mier uSualod safuTavze an iarliyze. fasdaklebiT SeiZleba gaiyidos erTi saqoneli Cveulebriv safuTavSi, an ori erTis fasad _ ori erTmaneTTan dakavSirebuli sxvadasxva saqoneli (mag. kbilis pastisa
da kbilis jagrisis SeTavazeba erT SefuTvaSi). es saSualeba xanmokle gayidvis zrdis stimulirebisTvis sakmaod efeqturia, imaze efeqturic ki, vidre kuponebi. CaTvlis talonebi hgavs kuponebs, mxolod im gansxvavebiT, rom fasebis Semcireba xdeba yidvis Semdeg da ara maRaziaSi stumrobis dros. momxmarebeli mwarmoebels ugzavnis `Sesyidvis dilerebs~ (cash refund offers (retates)), romelic Semdeg fostiT yidvis Rirebulebis nawilis kompensirebas axdens. mag. kompaniam Toro sezonis dasawyisSi Tavisi Tovlgamwmendi manqanebis gasaRebis stimulirebis aqcia Caatara. imavdroulad, kompensacia SesTavaza - Tu Tovlis naleqis done myidvelis sacxovrebel raionSi saSualoze dabali aRmoCndeboda. konkurentebma ver SeZles alternatiuli SeTavazebis ganxorcieleba mokle periodSi da kompania Toro-s gasaRebis stimulirebis kampanias didi warmateba xvda, amis Semdeg saavtomobilo mrewvelobaSi kompensacia Cveulebrivi ambavi gaxda. mravali momxmarebeli icdis morigi CaTvlis talonebis gamosvlamde. vinaidan saavtomobilo kompaniebis umravlesoba gvTavazobs fasdaklebis erTnair pirobebs, TiToeuli maTgani mcireds igebs da es Tanxa SeiZleba, meti sargebliT, saimijo reklamaze daixarjos, amiT savaWro markis imiji ganmtkicdeba. premia (Premium) ewodeba saqonels, romelsac Tavazoben ufasod an Zalian dabal fasSi wamaqezebeli motiviT. gasaRebis stimulirebis kampaniis msvlelobis dros, romelic tardeboda saxelwodebiT Treasure Hunt (saganZurze nadiroba), firma Quaker Oats oqrosa da vercxlis monetebs debda ZaRlis sakveb paketebSi ken-L ration. misi saerTo Rirebuleba 5 mln. dolars Seadgenda. aseve SesaZlebelia Rvinis erTi boTlis yidvisas momxmarebels SevTavazoT langari, oris yidvisas _ fuJerebis kompleqti. premia SeiZleba iyos safuTavebs SigniT an gareT (zemoT). Tavad safuTavi SeiZleba iyos premia, Tu misi ganmeorebiT gamoyeneba SeiZleba. premiebi SeiZleba gaegzavnos momxmarebels fostiT, Tu is yidvis Sesaxeb mtkicebulebas warmoadgens, mag. etikets. TviTanazRaurebadi ewodeba premias, rodesac saqoneli iyideba Cveulebriv, sacaloze dabal fasad misi SeZenis msurveli momxmareblisTvis. mag. dRes mwarmoeblebi momxmarebels premiis saxiT sTavazobs saqonels kompaniis saxelwodebiT. ludi Budweiser-s SeuZlia SeukveTos safexburTo maisurebi da sxva aTasgvari nivTi am firmis simbolikiT. . jildoebi mudmiv klientebs (patronagerewards) _ fuli an sxva jildo, romelsac sTavazoben kompaniebi mudmiv klientebs. magaliTad, sahaero xazebi ajildoebs maT, vinc xSirad dafrinavs _ dajildoebis qulebs daaricxaven aviakompaniis TviTmfrinavebiT dafarul manZils, romeliTac SeiZleba Semdeg ufaso bileTis miReba. kompaniam Mariot Hotel `pativsacemi stumrebisTvis~ SeimuSava gegma, romlis mixedviTac dajildoebis qulebs aniWebs klients, kompania Baskin Robbins prizebs sTavazobs mudmiv myidvelebs _ yoveli meaTe yidvis Sesrulebaze momxmarebeli iRebs ufaso nayins. angariSis talonebic erTgvari jildoebia. momxmarebeli iRebs angariSis talonebs Tu saqonels yidulobs
garkveul vaWarTan, SeuZlia es talonebi gacvalos saqonelze specialur gasacvlel centrSi, an - safosto katalogiT. stimulireba gayidvis adgilebSi (Point of purchase promotions), xorcieldeba sxvadasxva saxis eqspoziciisa da demonstraciis meSveobiT. mwarmoebeli momxmarebels sTavazobs saukeTeso xarisxis sareklamo nawarms satelevizio da beWdviT reklamasTan SekavSirebiT. amis kargi magaliTia kompania Pepsi Co-s stendi. Pepsi-s eqvsi qilisgan Semdgari, meqanikurad damagrebuli safuTavi, romelic universamSi rigebs Soris gasasvlel stendzea damagrebuli, periodulad iwyebs gadaxras win. amiT izidavs myidvelis yuradRebas, romelic fiqrobs, rom is es-esaa unda gadmovardes. stendze warwera gvaxsenebs `ar dagaviwydeT Pepsi!~ aseT stendebian maRaziebSi Pepsi-s gayidvis done mniSvnelovnad gaizarda. konkursebi, latariebi da TamaSebi (Contests, sweepstakes, games) momxmarebels aZlevs Sanss SemTxveviT, an garkveuli ZalisxmeviT moigos raime, magaliTad, fuli, sagzurebi an sxvadasxva saxis saqoneli. konkursis dros, momxmarebels sTavazoben gamoagzavnos an upasuxos telefoniT SekiTxvas, romelsac afasebs specialuri Jiuri da saukeTesos avlens. momxmarebelma unda miuTiTos Tavisi saxeli. TamaSis dros klients yoveli yidvis Semdeg Cuqnian raimes – bingos nomers (lotos saxeoba) an arasrul asoebs, rac iZleva albaTobas moigos prizi. konkursi gayidvis mixedviT - saukeTeso gamyidvels gadascemen prizs. es dilerebs an savaWro personals aiZulebs imuSaon meti mondomebiT. vaWrobis stimulirebis saSualebebi gayidvis stimulirebaze daxarjuli saxsrebis umravlesoba (63%) ergeba sacalo da biTumad movaWreebs da ara momxmareblebs (37%). vaWrobis stimulirebis saSualebebs SeuZlia sacalo da biTumad movaWreebi daarwmunos mocemul markas, dauTmon adgili TavianT maRaziebSi. gauwion mas reklama da gaasaRon. Cvens droSi es iseTi iSviaTobaa, rom xSirad mwarmoeblebi iZulebulni arian wavidnen fasdaklebaze, miscen saqonlis dabrunebis garantia, SesTavazon sacalo da biTumad movaWreebs ufaso saqoneli, imisTvis, rom maRaziis daxlebze moxvdes, da Semdeg darCes kidec. . fasdaklebebis, kuponebisa da latariebis adresireba SeiZleba ara mxolod momxmarebelze, aramed _ Suamavalzec. mwarmoeblebs SeuZliaT SesTavazon saqoneli ufasod im Suamavlebs, romlebic yiduloben saqonels garkveuli raodenobiT. maT SeuZliaT SesTavazon premiebi da moamaragon sacalo vaWrebi sareklamo suvenirebiT, kompaniis saxelwodebiT (kalmebi, fanqrebi, saferfleebi da sxv). fasdakleba saqonlis partiisTvis _ es aris fasdakleba saqonlisaTvis, romlis sidide pirdapir aris dakavSirebuli Sesyiduli saqonlis raodenobasTan. ase, magaliTad, kompania, mTel rig SemTxvevaSi, gaiRebs satransporto xarjebs saqonlis didi partiiT aRebis gamo. kompensacia saqonelze _ es aris mwarmoeblis mier Tanxis gadaxda im calobiT movaWrisTvis, romelic axorcielebs saqonlis SidasamaRazio mxardaWeras. aseT SemTxvevaSi, adgili aqvs
mwarmoeblis mier vitrinebis gaformebis da sxva msgavsi xarjebis kompensacias. mwarmoeblebs SeuZliaT sacalo movaWreebi moamaragon ufaso sareklamo suvenirebiT _ kalmebi, fanqrebi, kalendrebi, ubis wignakebi, asanTis yuTebi da saferfleebi. maTze kompaniis saxelwodebaa asaxuli. gadasaxadi adgilisTvis _ es aris pirdapiri gadasaxadi maRaziisTvis, rom mas gasayidad hqondes firmis saqoneli farTo asortimentiT. amerikul bazarze zogierTi savaWro firma Txoulobs 70000 dolars da mets TiToeul axal SeTavazebul saqonelze. sasursaTo kompaniebic Tanxmdebian aRniSnul pirobas, radganac iTvaliswineben maRaziebis Taroebze adgilisTvis arsebul mwvave konkurencias organizebuli stimulirebis saSualebebi yovelwliurad kompaniebi miliardobiT dolars xarjaven warmoebamomxmareblis stimulirebaze. stimulirebis organizebuli saSualebebi gamoiyeneba imisaTvis, rom SeinarCunon saqmiani kontaqtebi, moaxdinon gayidvis stimulireba, daajildoon momxmareblebi da gaaZlieron vaWrobis muSakebis daintereseba. organizebuli stimulirebis saSualebebi bevr rameSi emTxveva vaWrobis an momxmareblis stimulirebis saSualebebs. Cven yuradRebas gavamaxvilebT organizebuli stimulirebis or ZiriTad saSualebaze _ savaWro gamofenebsa da savaWro konkursebze. mravali kompania da vaWrobis asociacia Tavisi saqonlis reklamirebisTvis savaWro gamofenebs awyobs. firmebi, romlebic mrewvelobis garkveuli dargebisTvis yidian saqonels, axdenen TavianTi saqonlis demonstrirebas savaWro gamofenebze. yovelwliurad awyoben 5800-ze met savaWro gamofenas, rac saerTod izidavs 80 milion adamians. momwodeblebi gamofenebidan aRweven iseT miznebs, rogoricaa: axali saqmiani kontaqtebis damyareba, axali klientebis povna da ukve arsebulis metad gayidva, aseve TavianTi saqmianobis Sesaxeb audiovizualuri da beWdviTi masalebiT momxmareblis informireba da sxva. savaWro gamofenebi kompaniebs SesaZleblobas aZlevs moipovon mravali potenciuri klienti. (ixileT Tavi II). marketingis specialistebi iReben ramdenime principul gadawyvetilebas imis Sesaxeb, Tu romel gamofenaSi miiRon monawileoba, ramdeni daxarjon TiToeul gamofenaze, rogor moawyon TavianTi eqspozicia, rom momxmarebelTa yuradReba miizidon da SeinarCunon savaWro kontaqtebi. konkursi savaWro muSakebis an dilerebisTvis gankuTvnili stimulirebis meTodia, romelic mowodebulia aamaRlos maTi Sromismwarmoebloba. konkursebs `motivaciis programebs~ uwodeben. isini aZliereben dainteresebas da avlenen saukeTeso muSakebs, romelTac SeuZliaT miiRon ufaso sagzurebi, naRdi fuli an sxva prizebi. zogierTi kompania gamarjvebulebs ajildoebs qulebiT, romelTa gacvla SeiZleba arCeviT, sxvadasxva prizze. savaWro konkursebi ufro efeqturia, Tu is ukavSirdeba miznebs, romelTa gaTvla da miRwevac SesaZlebelia (magaliTad, axali kavSirebis damyareba, Zveli kavSirebis SenarCuneba an mogebis gazrda).
3. personaluri gayidva (personal silling) vaWroba msoflioSi erT-erTi yvelaze Zveli profesiaa. am saqmianobiT dakavebul adamianebs sxvadasxvagvarad moixsenieben,L ase magaliTad: gamyidvelebs, movaWreebs, savaWro agentebs, komivoiaJorebs, savaWro konsultantebs, gasaRebis inJinrebs, agentebs, regionalur menejerebs, marketingis warmomadgenlebs.
2.1. personaluri gayidvis arsi da xasiaTi amasTan Tanamedrove movaWreebis umravlesoba Zalze ganaTlebuli, kargad momzadebuli profesionalia. isini momxmarebelTan xangrZlivi urTierTobebis damyarebasa da ganmtkicebaze muSaoben. dRes maTgan momxmarebeli elodeba ufro mets - klientebi momwodeblebisgan moelian maTi problemebiT dainteresebas da maTTan TanamSomlobiT am problemebis gadaWras. TviT termini `savaWro agenti~ moicavs TanamdebobaTa farTo diapazons. erT polusze SeiZleba imyofebodes savaWro agenti, romelic upiratesad SekveTebs iRebs, magaliTad, daxlTan mdgomi supermarketis gamyidveli; meore polusze ki SekveTebis mimRebi: savaWro agenti, romlis Tanamdeboba moiTxovs produqciis an momsaxurebis SemoqmedebiTad gayidvas - xelsawyoebidan, samrewvelo mowyobilobidan da avialainerebidan dawyebuli, dazRveviT, reklamiTa da sakonsultacio momsaxurebebiT damTavrebuli. savaWro agentebi dasaqmebulni arian e.w. samisionero vaWrobaSic, sadac ar aqvT SekveTebis miRebis imedi, arc miiswrafian amisken, magram ayalibeben sasurvel atmosferos, an ganaTleba SeaqvT momxmareblebSi. amis magaliTia farmacevtuli kompaniebis savaWro agentebis saqmianoba. maTi valdebulebaa eqimebis informireba am kompaniis mier warmoebuli medikamentebis Sesaxeb da pacientebisTvis am preparatebis daniSvnis rekomendireba. asevea savaWro agentebi, romelTa valdebulebaSi Sedis teqnikuri informaciiT momxmareblis uzrunvelyofa, magaliTad ise, rogorc muSaoben agentebi manqanaTmSeneblobaSi _ Tavis klient-kompaniebs sTavazoben konsultaciebs. gasaRebis samsaxuris roli. personaluri gayidva saqonlisa da momsaxurebis winsvlis erT-erTi meTodia, reklama warmoadgens calmxriv arapirdapir komunikacias momxmarebelTa SerCeuli jgufebisadmi. misgan gansxvavebiT, personaluri gayidva iyenebs ormxriv pirad urTierTobas savaWro agentebsa da individualur momxmareblebs Soris. kerZod: pirispir, telefoniT, an uaxlesi videosaSualebebis gamoyenebiT da a.S. aqedan gamomdinare, savaWro personalis muSaoba SeiZleba aRmoCndes reklamaze efeqturi. savaWro agentebi cdiloben momxmareblis `Seswavlas~ da misi problemebis Sesaxeb metis gagebas. maT, agreTve SeuZliaT Tavisi kompaniis sabazro miwodebis koreqtireba. personaluri gayidvis roli sxvadasxva kompaniebSi gansxvavebulia. zogierT firmas saerTod ar hyavs savaWro agenti. magaliTad _ kompaniebi, romlebic vaWrobas awarmoeben mxolod safosto katalogebiT, anda kompaniebi, romlebic vaWroben uSualod,
mwarmoebeli firmebis warmomadgenlebis, savaWro agentebis an brokerebis daxmarebiT. kompaniebSi, romlebic axdenen sameurneo daniSnulebis produqciis realizacias, savaWro agenti SiZleba iyos erTaderTi rgoli, romelic kontaqts amyarebs momxmarebelTan. aseTi momxmareblisTvis savaWro agentebi warmoadgenen kompanias. kompaniebSi, romlebic awarmoeben samomxmareblo saqonels da vaWroben Suamavlebis saSualebiT, magaliTad, rogoricaa Nike an Unilever, saboloo momxmarebels Zalze iSviaTad aqvs saqme savaWro agentTan. man SeiZleba arc ki icodes maTi arsebobis Sesaxeb. Tumca, amgvar SemTxvevebSic ki, gasaRebis samsaxuris warmomadgenlebi TamaSoben mniSvnelovan, Tumca uxilav rols. isini urTierTqmedeben sacalo da biTumad movaWreebTan, uweven ra maT yovelgvar daxmarebas da mxardaWeras TavianTi produqciis efeqturad realizaciis mizniT. gasaRebis samsaxuri moqmedebs rogorc mniSvnelovani rgoli kompaniasa da momxmareblebs Soris. mraval SemTxvevaSi savaWro agentebi erTdroulad gamyidvelsac emsaxurebian da myidvelsac. upirveles yovlisa, klientis winaSe isini warmoadgenen kompanias, pouloben da `axveven~ axal klientebs da awvdian informacias kompaniis mier SemoTavazebuli saqonlisa da momsaxurebis Sesaxeb; amave dros, xorcielebda gayidva, uSualod momxmarebelze miTiTebiT, atareben prezentaciebs, pasuxoben mis moTxovnebs, adgenen mowodebis vadebs, fasebs da bolos, deben xelSekrulebebs. garda amisa, savaWro agentebi momxmareblebs sTavazoben savaWro momsaxurebas, atareben savaWro gamokvlevebsa da analitikur ganzogadebas, avseben angariSebs gayidvis Taobaze. savaWro agenti, moqmedebs ra firmis SigniT, rogorc momxmareblis interesebis `damcveli~, kompaniaSi momxmarebels warmoadgens. savaWro agentebi gamoxataven momxmarebelTa azrs ama Tu im produqciis an kompaniis moqmedebaze, an gadascemen maT, visac SeuZlia situaciis gamosworeba. savaWro agentebi Seiswavlian klientebis moTxovnebs da kompaniis sxva TanamSromlebTan erTad, maT mier gamoSvebuli produqciis samomxmareblo Rirebulebebis amaRlebaze muSaoben. savaWro agentebi xSirad marTaven gamyidvelsa myidvels Soris urTierTobebs. mkafiod gamoxatul sabazro orientaciaze svlasTan erTad, kompaniis gasaRebis samsaxuri sul ufro da ufro xdeba bazris Taviseburebebze fokusirebuli da momxmarebelze orientirebuli. adre gavrcelebuli Tvalsazrisis Tanaxmad, savaWro agenti, upirveles yovlisa, unda zrunavdes gasaRebaze, xolo kompania ki _ mogebaze. amJamad iziareben Tvalsazriss, romlis Tanaxmad savaWro agentma ara marto unda izrunos gasaRebis zrdaze, aramed unda icodes, Tu rogor daakmayofilos momxmareblis moTxovnileba. gasaRebis tipiur samsaxurSi gayidvebis saerTo muculobis 60% misma saukeTeso savaWro agentebma SeiZleba uzrunvelyon. savaWro agentTa gulmodgine SerCeva mniSvnelovnad gazrdis gasaRebis samsaxuris funqcionirebis saerTo efeqts. amitom, mravali kompania axal savaWro agentebTan gasaubrebis Semdeg, maT kvalifilaciic asamaRleblad, rasakvirvelia, vaWrobis xelovnebis Sesaswavlad agzavnis. magram es profesia mainc nakleb prestiJulad iTvleba. radgan arsebobs azri, rom savaWro agentebi rogorc uxilavi arsebani, mxolod fexebis Sesawmendad gamodgebian. magram saqonlis
personaluri gayidva uZvelesi xelovnebaa. gamWriaxi gamyidveli xelmZRvanelobs ara marto instiqtiT, aramed, rogorc wesi, kargad icnobs teritoriuli analizisa da momxmarebelze zemoqmedebis xerxebs.
personaluri gayidvis procesi savaWro agentebisTvis `gayidvis xelovnebis~ Seswavlis mizniT, kompanebi xarjaven asobiT milion dolars seminarebis Catarebasa da organizaciaze, wignebis gamocemaze, audio da video kasetebsa da sxva masalebze. gamWriaxi gamyidveli xelmZRvanelobs ara marto instiqtiT, aramed rogorc wesi, icnobs teritoriuli analizisa da momxmarebelze zemoqmedebis xerxebs. gayidvis procesis etapebi gayidvis procesi (selling process) etapebis erTobliobaa, romelsac gaivlis savaWro agenti ama Tu im produqciis an momsaxurebis gayidvis dros. masve miekuTvneba myidvelis moZebna da Sefaseba, kontraqtis momzadeba, kontraqti, prezentacia da demonstracia, azrTa sxvadasxvaobis aRmofxvra, garigebaTa dadeba da garigebaTa Tanxleba. sqema #3.4. **************** myidvelis mvelis moZebna moZebna azrTa sxvadasxvaobis aRmofxvra
myidvelis moZebna
garigebis dadeba
myidvelis moZebna
garigebaTa Tanxleba
myidvelis moZebna da Sefaseba myidvelis moZebna gayidvis procesis pirveli etapia. savaWro agentis TvalsazrisiT (Prospecting), mTavari, myidvelTa saerTo masidan potenciuri klientebis gamoyofaa. komivoiaJorebs xSirad uxdebaT potenciuri damkveTis did raodenobasTan kontaqti da es yvelaferi imitom, rom daidos ramdenime garigeba. magaliTisTvis, dazRvevis sferoSi, yoveli meaTe damkveTidan, erTi xdeba momxmarebeli. Tumca, kompaniac iZleva zogierT rekomendacias potenciuri myidvelis SesarCevad, magram savaWro agentebma unda iswavlon maTi damoukideblad moZebna. potenciuri damkveTebis Sesaxeb SeuZliaT wina klientebisgan Seityon. agreTve, SeiZleba gamoiyenon informaciis Tanmxlebi wyaroebi - dainteresdnen momwodeblebiT, dilerebiT, savaWro agentebiTa da kolegebiT, romlebic ar arian maTi konkurentebi, an bankirebiT. SeiZleba vimoqmedoT organizaciis meSveobiT, romelSic SeiZleba muSaobdes potenciur yidveli, anda SevecadoT mivipyroT maTi yuradReba da ganvaTavsoT xmovani an vizualuri gancxadebebi. aseve, SeiZleba movZebnoT maTi saxelebi gazeTebSi, yvelasTvis misawvdom cnobarebSi, telefonis an mimoweris saSualebiT gavideT maTze. da bolos, winaswari SeTanxmebis gareSe SeiZleba sxvadasxva (praqtika, romelic cnobilia `civi vizitis~
saxelwodebiT) dawesebulebis monaxuleba. rogorc es xdeba germanul da iaponur organizaciebSi Tumca yvela SemTxvevaSi, ar aris igi Sesabamisi xerxi, magaliTad, sadac oficialuri wardgena mesame mxaris meSveobiT iTvleba normad. savaWro agentebma unda icodnen, rogor SearCion kontragenti. e.i. rogor gamoavlinon perspeqtiuli kandidati da Camoicilon isini, romlebzedac ar Rirs drois xarjva. potenciuri myidvelebis SerCeva, upirveles yovlisa, unda moxdes finansuri SesaZleblobebis, biznesis moculobis, gansakuTrebuli moTxovnilebebisa da moTxovnebis, adgilmdebareobis da zrdis SesaZlo perspeqtivebis gaTvaliswinebiT. kontaqtisTvis momzadeba. savaWro agentma SemkveTTan kontaqtis damyarebamde, rac SeiZleba meti informacia unda Seagrovos organizaciisa da im pirebis Sesaxeb, romlebic uSualod axorcieleben Sesyidvas (maTi personaluri Taviseburebebi da garigebis dadebis stili). es saqmianoba cnobilia, rogorc kontaqtisTvis momzadeba (preapproach). savaWro agentma TavisTvis unda daadginos kontaqtis mizani. kontaqtis forma SeiZleba iyos piradi viziti, satelefono zari, anda werili. gansakuTrebiT gulmodgined unda SeirCes kontaqtis dro, radgan potenciur kontragentTa umravlesoba, ama Tu im dros, ukiduresad dakavebulia. da bolos, komivoiaJorma, mocemul garigebaTa Taobaze, kargad unda moifiqros zogadi savaWro strategia. kontaqti. kontaqtis (approach) damyarebis etapis msvlelobisas savaWro agentma, upirveles yovlisa, unda icodes rogor Sexvdes da miesalmos da daudos safuZveli SemdgomSi karg urTierTobebs. savaWro agentis garegnoba, misi Sesavali sityva da momdevno kontaqtebi gayidvis procesis sawyis urTierTobebze udides zegavlenas axdens. pirveli replika Seicavdes pozitiur muxts, magaliTad: batono... me var kompania... dan. Cemi kompaniis da piradad Cemi saxeliT, minda guliTadi madliereba gamovxato Tqvens mimarT imisTvis, rom gamonaxeT dro Cems Sesaxvedrad. minda vTqva, rom ZalRones ar daviSureb, raTa am vizitma sargebeli mogvitanos. am Sesavali sityvebis Semdeg, SeiZleba davsvaT ramdenime ZiriTadi kiTxva, romelic daazustebs klientis moTxovnebs an davainteresoT myidveli ise, misi yuradReba, ucbad gadavides SemoTavazebuli produqciis saxeTa displeis demonstraciaze. prezentacia da demonstracia. prezentaciis (phesentation) dros savaWro agenti myidvels gadascems SemoTavazebuli produqciis `istorias~ da uCvenebs, Tu ra warmatebas moutans es produqcia. savaWro agenti aRwers SeTavazebuli produqciis Taviseburebebs da Tan. yuradRebas amaxvilebs klientis mogebaze. kompaniebi prezentaciebis Catarebisas iyeneben sam midgomas: konservatiuli, formulirebis da klientis saWiroebebis dakmayofilebis poziciidan. yvelaze cnobilia konservatiuli midgoma, romlis drosac savaWro agenti zepirad swavlobs Tavisi komerciuli warmomadgenlis ZiriTad punqtebs, an amas akeTebs
werilobiTi saxiT. aseTi midgoma uvargisia samrewvelo daniSnulebis saqonlisTvis, magram prezentaciis Cawerili scenari SeiZleba efeqturi aRmoCndes zogierT situaciaSi, magaliTad, telefoniT vaWrobis dros. gulmodgined momzadebuli da damuSavebuli teqsti unda JRerdes bunebrivad da SemakavSireblad mTeli prezentaciis manZilze. maRalkvalificiuri savaWro agenti, sanam Tavis sakvoiaJidan produqciis nimuSebs amoiRebs, rwmundeba, rom man marTebulad gaigo Tavisi klientis miznebi da moTxovnilebebi... drois udides nawils klientis biznesis Rrmad Seswavlas uTmobs da saqmis msvlelobisas iseT kiTxvebs usvams, romelic SemkveTs gadawyvetilebisken ubiZgebs. savaWro prezentaciebi SeiZleba srulvyoT sareklamo produqciis demonstrirebiT, bukletebi, msxvilformatiani diagramebiTa da grafikebiT, slaidebiT, videofilmebiTa da produqciis nimuSebiT. Tu myidveli xedavs an xelSi uWiravs reklamirebuli produqcia, imaxsovrebs mis Taviseburebebsa da upiratesobebs. uTanxmoebis gadalaxva. TiTqmis yovelTvis, prezentaciis Catarebisas an kontraqtis dadebisas, momxmareblis mxridan warmoiqmneba esa Tu is dava. problemas SeiZleba hqondes an logikuri an fsiqologiuri xasiaTi, xolo sawinaaRmdego azri arc ki gamoiTqmebodes. uTanxmoebaTa gadalaxvis Semdeg savaWro, agentma unda gamoiyenos pozitiuri midgoma _ aRmoaCinos faruli uTanxmoebebi, gamoiyenos isini, rogorc damatebiTi informaciis miRebis SesaZlebloba da damatebiTi mizezebi yidvis gansaxorcieleblad. TiToeulma savaWro agentma unda gamoimuSaos profesiuli Cvevebi uTanxmoebaTa aRmosafxvrelad. garigebis dadeba (closing). dRis wesrigidan yovelgvari uTanxmoebis aRmofxvris Semdeg, savaWro agenti unda Seecados dados garigeba. zogierTi SemTxvevaSi saerTod ver midis am etapamde. zogierTs ar ZaluZs misi Catareba ise, rogorc saWiroa. maT SeiZleba ar eyoT gambedaoba, an damkveTis winaSe gauCndeT danaSaulis grZnoba imis gamo, rom garigebisken ubiZgeben. savaWro agentma unda icodes, rogor Seicnos myidvelis mzadyofna garigebaTa dasadebad. misi mxridan amas SeiZleba mowmobdes sxvadasxva moqmedebebi, SeniSvnebi an SekiTxvebi. magaliTad, klienti SeiZleba gaimarTos da mowonebis niSnad Tavi daaqnios, anda dasvas SekiTxva fasisa da gadaxdaTa SesaZlo gadavadebis Sesaxeb. komivoiaJors SeuZlia gamoiyenos ZiriTadi xerxebidan erT-erTi: swrafadve Seecados xeli moeweros kontraqts, anda gadavides xelSekrulebis detalebis ganxilvaze. daxmareba SesTavazos SekveTis gaformebisas; daazustos aniWebs Tu ara SemkveTi upiratesobas zustad am models, anda myidvelis yuradReba gaamaxvilos imaze, ra SeiZleba dakargos man, Tu kontraqti adgilzeve swrafad ar daideba. gamyidvelma SeiZleba myidvels Seatyobinos gansakuTrebuli damatebiTi mizezebi kontraqtis dauyovneblivi xelmowerisTvis. magaliTad, produqciis mowodebis SesaZlebloba ufro dabali fasiT, anda SekveTis moculobis zemoT, raRac raodenobis ufaso miwodeba.
garigebis Tanxleba (fallow-up). gayidvis procesis bolo etapi _ garigebis Tanxleba aucilebelia maSin, rodesac savaWro agenti cdilobs srulad daakmayofilos Tavisi SemkveTi da daamyaros masTan xangrZlivi urTierTobebi. agentma Semdgom kontaqtebze ise unda daadginos ganrigi, rom darwmundes yvelaferi rac dakavSirebulia SekveTis mowodebasTan, personalis instruqtaJTan da momsaxurebasTan, xorcieldeba saTanadod. aseTi vizitebis dros SeiZleba nebismieri problemis gadaWra.
3. sazogadoebasTan urTierToba (public relation-PR) sazogadoebis kargi damokidebuleba udidesi upiratesobaa organizaciisTvis. kargad informirebuli da organizaciis mimarT dadebiTad ganwyobili sazogadoeba am organizaciis sicocxlsunarianobis erT-erTi gadamwyveti faqtoria. arsebobs PR-is 500-amde gansazRvreba mas Teoritikosebi da praktikosebi moixsenieben, rogorc sazogadoebrivi azris sasurveli mimarTulebiT formirebis da Camoyalibebis mecnierebas da xelovnebas. cnobili PR-isti sem bleki iZleva Semdeg gansazRvebas: `fablik rileiSenzi~ aris xelovneba da mecniereba adamianebs Soris urTierTharmoniulobis misaRwevad, romelic emyareba samarTlebriv safuZvels da srul informaciulobas.~ es gansazRvreba moicavs sityvebs: simarTle, harmonia, sruli informaciuloba, romelic adamiansa da sazogadoebas Soris kavSirebis damyarebis safuZvelia. PR aqvs kargad cnobili da xangrZlivi istoria, magram arsebobs erTgvari gaurkvevloba mis bunebasTan dakavSirebiT. xSirad erTmaneTSi ureven PR-sa da `fablisiTis~. kavSirebi sazogadoebriobasTan, anu `faqbliq rileiSenzis~, saqmianobis bevrad ufro farTo sferoa. es menejmentis erT-erTi funqciaa, romelsac axorcielebs uamravi organizacia _ kompaniebi, saxelmwifo organoebi, savaWro da profesiuli asociaciebi, arakomerciuli organizaciebi, ganaTlebis sistema, profesiuli kavSirebi, politikosebi, sportuli organizaciebi, masobrivi informaciis saSualebebi da a.S. fablisiTi _ arapiraduli stimulirebis interesi, saqonelTan, momsaxurebasTan an publikaciasTan dakavSirebuli saqmianoba keTilSobiluri prezentaciebis misaRebad radioSi, televiziaSi da a.S. is ar aris dafinansebuli gansazRvruli sponsoris mier. dasavleTis monacemebiT xelmZRvaneli samuSao drois or mesameds xarjavs PR saqmianobaze. maTi mizania miaRwion efeqtian urTierTobebs sxvadasxva auditoriebTan (sazogadoebriobasTan) imisaTvis, rom marTon organizaciis imiji da reputacia. maTi auditoriebi (sazogadoebrioba) SeiZleba iyos garegani (momxmareblebi, masobrivi informaciis saSualebebi, sainvesticio garemo, farTo mayurebeli, mTavroba) da Sida (investorebi, mosamsaxure personali). PR mzardi dargia, romeliTac 150 aTasi adamiania dakavebuli. igi
emsaxureba sxvadasxva masStabisa da interesebis klientebs. misi Semosavali yovelwliurad matulobs 20-25%-iT. # 2.1 cxrilSi warmodgenilia PR-is sferoSi momuSave eqvsi umsxvilesi kompania da maTi wliuri honorarebi. garda amisa, mraval msxvil kompanias gaaCnia sakuTari PR ganyofileba, saidanac mTlianad an umeteswilad, imarTeba kompaniis mTeli saqmianoba PR-is dargSi. cxrili #2.1. msoflioSi eqvsi umsxvilesi PR kompania kompania
personalis
honorari
raodenoba
(mln. dolari)
Burson-Marsteller
2200
266
Hill & Knowlton
1478
189
Shandwick
1742
159
Porter Novelli
1331
148
Fleishman-Hillard
1115
135
Edelman
1332
134
wyaro:**********`
PR-isa da reklamis
SedarebiTi daxasaTeba
reklamis specialistebis ZiriTadi mizania faseulobebis gazrda, saqonlis Sesaxeb codnisa da misi SeZenis motivaciis Seqmna. PRspecialistebisTvis ki, mTavaria komunikacia dainteresebul pirebTan da organizaciis imijisa da reputaciis marTva. marketingul komunikaciebTan integrirebuli midgomis TvalsazrisiT, PR da reklama unda avsebdes erTmaneTs, radgan reklama gamiznulia saqonlis, xolo PR kompaniis popularizaciisTvis. mraval kompaniaSi reklama da PR asrulebs gansxvavebul, erTmaneTTan arakoordinirebul funqcias. es xdeba nawilobriv Seqmnili tradiciebis, nawilobriv ki PR, da reklamirebis mier Sesasrulebel funqciebSi gansxvavebaTa gamo. tradiciulad, saqmianoba PR-is dargSi reklamisgan gamoyofili iyo, rasac ganapirobebda sazogadoebriobasTan kavSirebze muSaoba da am dargSi momuSave adamianTa buneba. rogorc wesi, isini specilobiT Jurnalistebi arian, romelTac marketingsa da reklamaSi garkveuli momzadeba aqvT. PR-is funqciebi kompaniebis umravlesobaSi sruldeba or doneze. erT doneze muSaobs teqnikuri personali, romelic wers pres-relizebs, uSvebs broSurebsa da sareklamo furclebs;
meore doneze PR- mrCeveli umaRles xelmZRvnelobas aZlevs rekomendaciebs sazogadoebrivi azris Seqmnisa da mosalodneli zemoqmedebis Sesaxeb. radganac PR-s ver ganvixilavT mogebis amoRebis pirdapir saSualebad da arsebobs am saqmianobis efeqtianobis Sefasebis problema, reklamaSi momuSave specialistebi PR-s Tavis gegmaSi uxalisod rTaven. xolo PR-is dasamyareblad momuSave adamianebs xSirad ar surT TanamSromloba marketingis an gayidvebis specialistebTan. es gansxvavebuli orientacia kompaniis sakomunikacio saqmianobaSi SeuTanxmeblobis mizezi SeiZleba gaxdes. PR da reklama gansxvavdeba amocanebis gadawyvetis da mas-mediis gamoyenebis xerxebiT, Setyobinebis gadacemis kontrolis SesaZleblobiTa da damajereblobiT. gansxvavebani masobrivi informaciis saSualebebis gamoyenebis TvalsazrisiT. PR-specialistebi masobrivi infromaciis saSualebebTan muSaobas udgebian gansxvavebulad, vidre reklamis specialistebi. PRspecialistebi, SeZlebisdagvarad Tavs arideben Setyobinebis gadasacemad droisa da farTis yidvas. isini cdiloben daarwmunon avtorebi, prodiuserebi, redaqtorebi, Toq Sous kordinatorebi da komentatorebi kompaniis Sesaxeb informaciis gamoyenebis aucileblobaSi. PR-is am saxeobas ewodeba fablisiTi da xasiaTdeba imiT, rom is ufasoa, radganac kompanias ar ekisreba pirdapiri xarji masobrivi informaciis saSualebebisTvis. arsebobs mxolod arapirdapiri xarji, rac magaliTad, masalebis momzadebas sWirdeba. maSin, rodesac PR-isTvis gamoiyeneba masobrivi informaciis fasiani saSualebebi, Setyobinebas aqvs zogadi xasiaTi an fokusirdeba organizaciaze saqonlis gayidvis umniSvnelo mcdelobiT (an saerTod mis gareSe). misi mizania organizaciisadmi sazogadoebis ganwyobis Secvla. publikaciaTa am saxeobas ewodeba korporatiuli an institucionaluri reklama. gansxvavebani Setyobinebis gadacemis kontrolis xarisxis TvalsazrisiT. axali ambebis gamoSvebaSi informaciis ganTavsebis SemTxvevaSi PR-specialisti mindobilia masobrivi informaciis saSualebis specialists. ar arsebobs garantia, rom gamoCndeba mTeli saWiro informacia da faqtobrivad arsebobs realuri riski informaciis damaxinjebis. reklama fasiania, amitom arsebobs imis garantia, rom Setyobineba iqneba zusti da gamoCndeba ganrigis mixedviT. meore problema PR-is Sedegis Sefasebis sirTuleSia. sazogadoebrivi azris Secvlas SesaZloa Tveebi an wlebic ki dasWirdes. garda amisa, Znelia zustad gaizomos is komponentebi, romlebisganac Sedgeba sazoagdoebrivi azri. gansxvavebani darwmunebis xarisxis TvalsazrisiT. warmatebuli PRmcdelobebi iwvevs ndobas, rasac reklama yovelTvis ver aRwevs. a. Tomas harisi wignSi `sazogadoebriobasTan kavSirebis faseuloba~ (`Value-Added Public Relation~) aRniSnavs, rom dRevandelma gamocdilma da skeptikurad ganwyobilma myidvelma SeiZleba amoicnos, informacias awvdian Tu cdiloben rame mihyidon. is wers: ` PR SeuZlia marketingisadmi ndobis krizisis daZleva, radgan is marketinguli
komunikaciebis erTaderTi instrumentia, roemlic gankuTvnilia informaciis gavrcelebisTvis da ara vaWrobisTvis. eqspertebis azriT, momxmareblebi ufro endobian masobrivi informaciis saSualebebs, vidre reklamas. momxmarebelTa qcevis am tendenciam miiRo mesame piris mier savaraudo dadasturebis faqtoris saxelwodeba. magaliTad, momxmareblisTvis orwuTiani popularuli istoria miRwevaTa Sesaxeb, bevrad ufro sandoa, vidre nebismieri reklama. damatebiTi sandoobis faqtori masobrivi informaciis saSualebebis mier wardgenili informaciis raodenobaa, romelic SeiZleba rva gverds ikavebdes, maSin, rodesac beWdviTi reklama saSualod moicavs 100 sityvas. da bolos, PR-isa da reklamis gansxvaveba isaa, rom PR ufro farTod da xangrZlivad ganixilavs reputacias, rogorc sakonkurento upiratesobis mniSvnelobas. reklamac aseve ukavSirdeba klientis reputacias _ is yuradRebas amaxvilebs drois mokle periodSi miaRwios sasaqonlo markasTan dakavSirebuli sakomunikacio miznebs. Tumca, integrirebul marketingul komunikaciebze aqcentis gadatanisas, manZili PR-sa da reklamas Soris iwyebs Semcirebas.
sasaqonlo propaganda erTaderTi sfero, sadac gadaikveTeba reklama da PR, aris sasaqonlo propaganda. sasaqonlo propaganda axdens imis demonstrirebas, Tu rogor SeuZlia PR-s reklamasTan xelixelCakidebulma imuSaos, rogorc marketinguli programis nawilma. Tom harisi avtori wignisa `sazogadoebriobasTan kavSirebis saxelmZRvanelo bazris monawileTaTvis~ (`The Marketer'Guide to Public Relations~) ambobs, rom sasaqonlo propaganda aris PR-is yvelaze swrafad mzardi dargi da gansazRvravs mas, rogorc `im programaTa dagegmvis, realizebisa da Sefasebis process, romelic astimulirebs yidvas da momxmarebelTa dakmayofilebas sarwmuno informaciisa da STabeWdilebebis gadacemis gziT. is kompaniebsa da maT produqts aigivebs momxmarebelTa moTxovnilebebTan, survilebTan, sazrunavTan da interesebTan~. misi gansazRvra PR-is ufro zogadi gansazRvrebisgan gansxvavdeba imiT, rom masSi gakeTebulia aqcenti momxmarebelsa da gasaRebaze. am ori gansazRvrebis msgavseba imaSia, rom orive im platformis damyarebis aucileblobaze metyvelebs, romlis safuZveli sandoobaa. _ e.i. is, rac Seaqvs PR-s marketingSi da rac PR-is udidesi Zalaa marketingul komunikaciaTa programaSi.
PR- saqmianobis formebi PR- saqmianobis saxeobebi ar unda ewinaaRmdegebodes organizaciisa da sazogadoebriv interesebs, radgan is emsaxureba erTsac da meoresac. sazogadoebis interesebi gamoixateba sazogadoebis azrSi.
menejmenti sazogadoebrivi problemebis dargSi Cven gvinda SemogTavazoT Sexeduleba PR-ze rogorc mecnierebaze
sazogadoebrivi azris marTvis Sesaxeb. sazogadoebasTan kavSirebSi termini `sazogadoebrioba~ tradiciulad gamoiyeneba nebismieri jgufis aRsawerad, romelic raimeTi iyo dakavSirebuli organizaciebTan, klientebis, mosamsaxurebis, konkurentebis, samTavrobo maregulirebeli organoebisa da momxmarebelTa jgufTan. sazogadoebis aRmniSvneli sxva terminia _ dainteresebuli pirebi, saerTo interesebis mqone adamianTa jgufebi, romlebic axdenen an SeuZliaT moaxdinon zegavlena organizaciis warmatebaze. maT SeuZliaT warmatebuli gaxadon organizaciis an `markis~ saqmianoba. sazogadoebrivi azri PR-specialistebi efeqtiani sazogadoebrivi programebis SemuSavebisTvis eZeben pasuxebs or ZiriTad kiTxvaze, romelic exeba sazogadoebriv azrs. jer erTi, axla da momavalSi romeli sazogadoebaa gansakuTrebiT mniSvnelovani da meore, ras fiqrobs es sazoagdoeba. PR gansazRvravs misTvis mniSvnelovan sazogadoebas iseve, rogorc reklama _ miznobriv auditorias. Tumca, imis gansazRvra, Tu ras fiqrobs sazogadoebrioba problemasTanaa dakavSirebuli. sazogadoebrivi azri _ iarliyi, aRmniSvnelia imisa, Tu ras fiqroben adamianebi. ganisazRvreba rogorc: `darwmuneba, dafuZnebulia ara mxolod faqtebze, aramed movlenis, adamianis, institutis an saqonlis aRqmaze an Sefasebaze.~ aRmoCnda, rom sazogadoebrivi azri Zalian cvalebadia SegrZnebaTa myife safuZvlis gamo. SegrZnebebi Zneli gasakontrolebelia da xSirad efuZneba miniSnebas. PR saagentoebis klientebs SeuZliaT maTi unari sazogadoebrivi azris Sesafaseblad gamoiyenon, magram urCevniaT daeyrdnon Catarebul gamokiTxvaTa Sedegebs. daniel iankeloviCi, specialisti sazogadoebrivi azris SefasebaSi, Tavis wignSi `mosalodneli sazoagdoebrivi azri~ (Coming to Public Judgement~) ambobs, rom sazogadoebrivi azri, ganviTarebis procesSi, gaivlis Svid stadias da sanam ar aris cnobili romel stadiaze imyofeba gamokiTxvaTa cifrebi Cveulebriv, arasworad aRiqmeba. ufro metic, sakiTxTa umravlesobis Sesaxeb sazogadoebrivi azri iqmneba nela _ rTuli sakiTxisTvis es sul cota aTi welia. igi moicavs Svid stadias: 1. Segnebis gamobrwyinebebi. adamiani Seityobs problemis an misi romelime aspeqtis Sesaxeb. am stadiaze adamianTa umravlesoba ar icnobs specifikur sakiTxebs da SeiZleba problemis mimarT gamoxatos kategoriuli, magram aramyari azrebi. 2. problemis aqtualobis Segneba. adamianebi SegnebiT ekidebian sakiTxis saWirborotebas da ZiriTadad, grZnobas gamoixataven sityvebiT: `gaakeTeT rame~. 3. arCevanis gaCena. sazogadoebrioba miapyrobs yuradRebas am sakiTxis alternatiul amoxsnebs. am stadiidan sazogadoebis SeSfoTeba, raRac moqmedebaTa ganxorcielebis aucileblobis gamo, gadadis konkretul qmedebaTa SeTavazebis stadiaSi. 4. sasurvelis realurad gasaReba. sazogadoebriobis winaaRmdegoba SeTavazebuli gadawyvetilebebisadmi, romelic ukavSirdeba sasurveli mdgomareobis realurad gasaRebas, unda daiZlios imisTvis, rom adamianebma realurad Sexedon sagnebs. am stadiaze
adamianebma jer erTi, unda gaigon, ratomaa aucilebeli msxverpli da meorec, hqondeT saSualeba gamoTqvan azri am msxverplis gaRebis saxeobebis, formebisa da pirobebis Sesaxeb. 5. alternativebis awon-dawona. sazogadoebrioba wonis sakiTxis gadawyvetis alternativebis plusebsa da minusebs. praqtikaSi me-4 da me-5 stadiebi erTmaneTs gadafaraven. 6. azris formireba msjelobis doneze. 7. pasuxsagebi gadawyvetilebebis miReba emociuri aRqmisa da moraluri principebis safuZvelze. es bolo ori stadia SeiZleba ganvixiloT erTad. adamianebi ufro advilad cvlian msjelobebs, vidre grZnobebs. inteleqtualuri gadawyvetilebis miReba adamianebisgan moiTxovs bundovani azrebis garkvevas, winaaRmdegobaTa daZlevas, SekavSirebuli faqtebisa da axali realiebis ganxilvas da alternatiuli gadawyvetilebebis yvela Sedegis Segnebas. gadawyvetilebis emociuri miReba adamianebisgan moiTxovs winaaRmdegobriv grZnobebTan Setakebas, usiamovno realobasTan Seguebas da sakiTxis Sors gadadebis survilis daZlevas (ix. Good Housekeeping-is reklama). sazogadoebrivi programebi problemebis mimarT sazogadoebrivi azris gagebazea agebuli. isini gadamwyvet rols TamaSoben organizaciebisTvis. mag. ganaTleba da garemo. sazogadoebriv azrze zegavlenis mcdelobis gamo, sazogadoebrivi moRvaweoba moicavs programebsa da informacias, romelic ukavSirdeba mTavrobasTan urTirTobas da amasTan erTad lobirebas. aqtiur jgufebTan urTierTobis marTva, internetis gavrcelebasTan erTad gaxda ufro aqtualuri, rac uzrunvelyofs qselSi saerTaSoriso komunikaciebs sxvadasxva Tvalsazrisis mqone jgufebisTvis.
problemuri menejmenti PR - mrCevelebis mniSvnelovani rolia problemuri menejmentis ganxorcieleba, romelic sazogadoebrivi azris formirebisTvis kompaniebisa da umaRlesi xelmZRvanelobis konsultaciebs gulisxmobs. PR-MmrCevlebi utareben konsultaciebs did kompaniebs, romelTac sWirdebaT sazogadebrivi azris monitoringi, mag. avtomobilebis mwarmoebelsa da qimiuri dargis kompaniebs. konsultaciebs iZlevian, agreTve saagentoebi, romlebic iyeneben eqspertTa azrebsa da sazogadoebrvi azris kvlevebs. informaciis miReba, sazogadoebrivi azris kvlevis gziT, mniSvnelovania, magram imis codna, Tu rogor unda Sefasdes da ra rekomendaciebia saWiro, ufro did problemas warmoadgens. PR - saagentos Porter/Novelli-is kvlevam aRmoaCina, momxmarebelTa SeSfoTeba janmrTelobis, kvebisa da cxovrebis wesis gamo. kompaniam gaaanaliza Sedegebi adamianTa klasifikaciis safuZvelze, romelic gamoyofs pirovnebis Svid tips – dawyebuli tkbobis moyvaruli adamianebiT (vinc eweva, Wams Cizburgerebs da Tavs ar sayvedurobs amis gamo), damTavrebuli `WeSmariti dulitlebiT~ (adamianebi, romlebic aqceven yuradRebas janmrTelobis problemebs, magram Tavs ver aiZuleben mixedon mas). saagentos miaCnia, rom aseTi informacia sasargebloa janmrTelobis Sesaxeb SetyobinebaTa mimarT adamianebis orientaciis gansazRvrisas.
imijisa da reputaciis marTva korporatiuli imiji asaxavs, Tu rogor uyurebs sazogadoeba organizacias. organizaciebi xarjaven bevr drosa da resursebs korporatiuli imijis Sesaqmnelad. Tumca, korporatiuli imiji _ aRqmaa da arsebobs mxolod auditoriis SegnebaSi. yvelaze saukeTeso, risi gakeTebac SeuZlia am programebs, aris gauSvas swori miniSneba da hqondes imedi, rom auditoriis warmomadgenlebi am gzavnilebidan da kompaniasTan urTierTobis gamocdilebidan, swored imas amokrefen imijsTvis, rac dadebiT azrs Seqmnis da gamoiwvevs swor asociaciebs. iseTi eqsperti, rogoric freizer seitelia, Tavis wignSi `fabliq rileiSenzis praqtika~ (The Pracice of Realtions) gvafrTxilebs, rom `korporaciis dadebiTi imijis ageba did dros moiTxovs, magram negatiuri sazogadoebrivi STabeWdilebis Sesaqmnelad sakmarisia erTi Secdoma~. is agrZelebs: `sxvagvarad rom vTqvaT korporatiuli imiji myife saqonelia~. praqtikuli rCevebi #1 reputaciis saidentifikacio sakontrolo wertilebi wignSi `Tqveni kompaniis saxelis Seqmna~ devis iangi (erT-erTi umsxvilesi sareklamo saagentos damaarsebeli) gansazRvravs rva sakontrolo wertils, romliTac kompaniam SeiZleba gamoiyenos Tavisi reputaciis analizisTvis. is urCevs kompaniebs, sakuTar Tavs dausvan SekiTxvebi, gulaxdilad upasuxon da Semdeg daiTvalon qulebi. iangi miiCnevs, rom kompaniam am teqstiT unda daagrovos minimum, 35 qula, SesaZlo 40-dan, sanam SeZlebs pozitiuri da aqtiuri komunikaciebis organizebas.
srulebiT
srulebiT
ar
veTanxmebi
veTanxmebi roca Cndeba problema, Cven vcdilobT mis da misi mizezebis identificirebas
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Cven vagebT pasuxs Cvens saqonelsa da momsaxurebaze Cven erTgulni varT Cveni daiteresebuli auditoriisa Cven vmoqmedebT kanonis Tanaxmad
Cven gulwrfelad vzrunavT gverdiT
mcxovreblebze da vmonawileobT maT cxovrebaSi Cven ufro gvaRelvebs `xval~, vidre `dRes~
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CvenTvis sizuste sarfianobaze ufro mniSvnelovania adamianebs SeuZliaT hqondeT Cveni imedi
qulebis daTvlis wesi; SemoxazeT Tqveni pasuxebi rva kiTxvaze. SekribeT
qulebi.
SesaZlo
maqsimaluri
jami
Seadgens
40
qulas.
minimaluri ki 8-s.
urTierTobaTa menejmenti PR _ es aris dainteresebuli pirebis sxvadasxva jgufebTan urTierTobebis formirebasTan mWidrod dakavSirebuli saqmianoba. sxvadasxva sazogadoebrivi, anu dainteresebul pirTa jgufebisTvis termini urTierTobaTa menejmenti, romelic sul ufro xSirad gamoiyeneba PR-is asaxsnelad, dakavSirebulia urTierTobaTa marketingis koncefciasTan. man mTlianad marketingis Teoriaze udidesi gavlena moaxdina. arsebobs urTierTobaTa menejmentis oTxi mniSvnelovani sfero: urTierToba mTavrobasTan, masobrivi informaciis saSualebebTan, personalTan da safinanso sazogadoebasTan. urTierToba mTavrobasTan xSirad gulisxmobs saqmianobis rig mimarTulebas, rogoricaa maregulirebel organizaciebTan, janmrTelobisa da sazogadoebrivi usafrTxoebis dargSi, komunikaciebis damyareba; muSaoba saxelmwifo organoebTan, visi nebarTvac sWirdeba korporacias, _ mag, axali qarxnis mSeneblobis SemTxvevaSi _ da urTierToba lobistebTan, romlebic warudgenen informacias kanonmdeblebs, momxmareblebs an aqtivistTa jgufebs. masobrivi informaciis saSualebebTan urTierTobebSi ZiriTadi yuradReba eTmoba im kontaqtebis damyarebas, romelic masobrivi informaciis saSualebebSi gaTviTcnobierebas uwyobs xels, Tu vin SeiZleba dainteresdes siuJetiT organizaciis Sesaxeb. rodesac vambobT `PR-s~, adamianTa umravlesoba maSinve fiqrobs sazogadoebriobis Sesaxeb, rac imis indikatoria, rom es instrumenti Zalian mniSvnelovania. zogjer organizacia pirdapir ver akontrolebs, Tu ras ganacxadeben masobrivi informaciis saSualebebSi korporaciis saqmianobis Sesaxeb. magaliTad, krizisul situaciaSi masobrivi informaciis saSualebebi, kompaniis mxridan raime miTiTebis gareSe, akeTeben reportaJs movlenis Sesaxeb (kargad Tu cudad). Tumca, sxva SemTxvevaSi kompania Tavad gamodis iniciatorad da masobrivi informaciis saSualebebs xelsayrel
informacias Tavad gadascems. warmatebuli urTierTobebi PR-isa da masobrivi informaciis saSualebaTa specialistebs Soris igeba patiosnebis, sizustisa da profesionalizmis reputaciaze. personalTan urTierTobis programebi pasuxs ageben komunikaciebze, romlebic gamiznulia mosamsaxureTa informirebisTvis. es SeiZleba iyos rogorc PR-is funqcia, ise personalTan muSaobis ganyofilebis amocana. amasTan dakavSirebul saqmianobas ewodeba Sida marketingi. es aris marketinguli Zalisxmeva, mimarTuli marketinguli programebiT mosamsaxureTa informirebisa da maTi mxardaWeris stimulirebisken. urTierToba finansur sferoSi moicavs yvela sakomunikacio Zalisxmevas, gamiznuls finansuri sazogadoebebisTvis, mag. presrelizebs _ finansuri gamocemebisTvis, Sexvedrebs investorebTan da analitikosebTan, wliuri angariSebis wardgenas.
antikrizisuli marTva ar arsebobs kompanisTvis ukeTesi gamocda, vidre krizisis daZlevis mcdelobaa. am problemis gadawyvetis gasaRebi aris krizisis SesaZleblobebis ganWvreta da problemis gadaWris meqanizmis gansazRvra. krizisuli PR-is problemis gadaWris gzebi SeiZleba CamovayaliboT Semdegnairad: 1. winaswar ganvWvritoT problemebi da davadginoT prioritetebi _ saWiroa arsebuli tendeciebis prognozireba, romelmac SeiZleba gavlena iqonios firmis saqmianobaze. 2. gavaanalizoT problemebi – problemis ganviTareba unda Sevafasod im safrTxisa da Tvalsazris mixedviT, romelsac isini gviqmnian. gamovkveToT pozicia mocemul problemaze - unda ganisazRvros Tu raze axdens yvelaze metad did zemoqmedebas mocemuli problema. unda dadgindes problemis gadaWris SesaZleblobebi da gaanalizdes, Tu ra Sedegi SeiZleba moyves TiTeul gadawyvetilebas. ganvsazRvroT auditoria da azris liderebi, romlebic SeiZleba dagvexmaron problemis gadaWraSi. auditoriis sworad gansazRvra gamarjvebis sawindaria. garkveviT unda vicodeT, Tu vin dauWers mxars organizaciis gadawyvetilebas mocemul sakiTxze da vin iqneba amis winaaRmegi. unda ganisazRvros Tu vin warmoagdes auditoriis interess mocemul problemebze, saxeldobr, vis daujerebs is yvelaze metad. ganisazRvros, Tu rogor unda moiqces auditoria da azris liderebi. qcevis miznebi unda davukavSiroT komunikaciis miznebs. didi biznesi principulad ar uSvebs umarTav procesebs. amitom, PR rogorc dargi, sakmaod mniSvnelovania biznesisTvis. mTlianobaSi unda aRvniSnoT rom PR-is amocanebi biznesSi mainc wydeba ZiriTadi triadiT: 1. problema, 2. miznobrivi auditoria, 3. ZiriTadi Setyobineba.
PR-is instrumentebi PR-is specialistebisTvis xelmisawvdomi instrumentebis arsenali farTo da mravalferovania. masalebis gavrcelebis organizacia SeiZleba daiyos or kategoriad: informaciis miwodebis
kontrolirebadi da arakontrolirebadi saSualebebi. informaciis miwodebis kontrolirebadi saSualebebi moicavs sakuTar reklamas, gancxadebebs sazogadoebrivi momsaxurebis Sesaxeb, korporatul (institucionalur) reklamas, Sida gamocemebs da prezentaciebs, srul kontrols, Tu rogor da rodis gamodis Setyobineba. informaciis miwodebis arakontrolirebadi saSualebebi moicavs presrelizebs, preskonferenciebsa da media-turebs. masobrivi informaciis eleqtronuli saSualebebi yvelaze Tanamedrovea, isini SeiZleba iyos rogorc kontrolirebadi, ise arakontrolirebadi. yvela es instrumenti warmodgenilia #2 cxrilSi. sakuTari reklama sakuTari reklama – es aris gancxadeba, romelic mzaddeba organizaciis sakuTari an iseTi gamocemisTvis, romelsac garkveulwilad akontrolebs. aqedan gamomdinare, masSi fulis gadaxda ar xdeba. Tumca, arian organizaciebi, romlebic iyeneben misi anazRaurebis zogierT meqanizms. magaliTad, adgilobriv satelefono sadgurs SeuZlia gamoiyenos sakuTari reklama, rogorc axali programis anonsi. Setyobinebebi sazogadoebrivi momsaxurebis Sesaxeb, muSavdeba saqvelmoqmedo da samoqmedo organizaciebis mier televiziaSi an radioSi ufaso translaciisTvis an masobrivi informaciis beWdviT saSualebebSi gansaTavseblad. es gancxadebebi mzaddeba iseve, rogorc komerciuli sareklamo rgolebi da xSirad sareklamo saagentoebs SeaqvT Tavisi Semowirulobebi.
cxrili# 4.3. PR-is instrumentebi informaciis miwodebis
informaciis
kontrolirebadi saSualebebi
saSualebebi
(kompania
(masobrivi
informaciis
akontroleben
gamoyenebisa
akontrolebs
gamoyenebisa
da ganTavsebis adgils)
miwodebis
arakontrolirebadi
saSualebebi da
ganTavsebis
adgils)
sakuTari reklama sazogadoebrivi momsaxurebis reklama korporaciuli an institucionaluri da propaganduli reklama publikaciebi: broSurebi,
presrelizebi (beWdebi, video, audiomasalebi, el. fosta, faqsi) sensaciuri masala (weriliprezentacia) SeniSvnebi, istoriuli cnobebi, kompaniis aRwera preskonferenciebi da masobrivi
flaersebi, Jurnalebi,
informaciis saSualebaTa
werilebi axali ambebiT
konsultaciebi (masalebis SerCeva
wliuri
angariSebi
masobrivi informaciis
warmomadgenlobebi
warmomadgenelTaTvis, monacemTa
fotomasalebi
SerCeva, damxmare informacia)
filebi, video, CD-ROM
media-turebi
stendebi, eqsponatebi
saavtoro statiebi, Ria
specialuri RonisZiebebi
mimarTvebi, werilebi redaqtors Toq-Souebi, interviuebi Setyobinebebi sazogadoebrivi momsaxurebis Sesaxeb
informaciis miwodebis kontrolirebadi da arakontrolirebadi saSualebebi komunikaciis eleqtronuli saSualebebi (veb-saitebi, CeTebi) samwuxarod, masobrivi informaciis saSualebebSi gaizarda moTxovna sazogadoebrivi momsaxurebis reklamis ganTavsebis Sesaxeb. mravali maTgani aRarasodes gamoCenila (an gadaicemoda cud dros, xolo ibeWdeboda Jurnalebis boloSi). am mkacrma konkurenciam aiZula arakomerciuli organizaciebi ukeTesad SeemuSavebinaT PSA an ganeTavsebinaT isini rogorc fasiani reklama. PSA-s reklamis efeqtianobis Seswavla arakomerciul organizaciebs marTvaSi exmareboda. magaliTad, alkoholis moxmarebasTan brZolisTvis gankuTvnili sazogadoebrivi momsaxurebis reklamis Seswavlam, gansakuTrebiT, kolejebis studentebs Soris, cxadyo, rom Cveulebrivi gzavnilebi alkoholis moxmarebis winaaRmdeg arc ise warmatebulia. maTSi ar gamoiyeneba is, risic yvelaze metad eSiniaT studentebs: garicxva da sazogadoebrivi wesrigis darRvevis braldeba. kvlevam cxadyo, rom adgilobriv pirobebTan adaptirebuli reklama ufro mniSvnelovania kolejis moswavleTaTvis. organizaciebi Tavis TanaSromlebsa da sazogadoebaSi avrceleben mraval gamocemas: bukletebs, mza angariSebs, wignebs, pirdapir safosto reklamas da informacias. igi gansxvavdeba `sakuTari~ reklamisgan, radgan ar vrceldeba organizaciis SigniT. rogorc wesi, `sakuTari~ reklama ganTavsdeba masobrivi informaciis saSualebebSi, romelic organizacias ekuTvnis, magram avrcelebs informacias mis sazRvrebs gareTac. vizualuri kontaqtis mxardaWera _ sazodagadoebasTan kavSiri mniSvnelovani nawilia. mraval kompanias aqvs warmomadgenelTa biuro. masSi gaerTianebuli adamianebi zustad gamoxataven TavianT azrebs da mzad arian gamovidnen sazogadoebis moTxovnaTa mixedviT. filmebi, gansakuTrebiT videokasetebze, gaxda `fabliq rileiSenzis~
ZiriTadi instrumenti mravali kompaniisTvis. sademonstracio stendi, eqspozicia da sasceno RonisZiebani yvelaze martiv saSualebad iTvleba. axali mSenebare maRaziis suraTi da axali saqonlis prezentacia regionalur bazarze aris demonstraciebis magaliTebi. eqspozicia aris ufro masStaburi, Tu mas aqvs moZravi nawilebi, Tuki iyenebs xmas an videos. saeqspozicio kioskebi Zalian mniSvnelovania savaWro gamofenebze, sadac kompaniebis umravlesoba iRebs SekveTebs. arsebobs sasceno RonisZiebebis ramdenime saxe, rogoricaa Ria karis dRe da sagamofeno gastrolebi. rogorc adre aRvniSneT, zogierT SemTxvevaSi, organizacias ar SeuZlia korporaciis saqmianobis angariSze masobriv sainformacio saSualebebSi pirdapir kontroli ganaxorcielos. xandaxan kompania `cocxlad~ monawileobs fablisitis SeqmnaSi da waradgens saqmesTan dakavSirebul informacias. sxva SemTxvevaSi kompaniis saqmianobis Sesaxeb mas informacias atyobineben. pres-relizi pirveladi saSualebaa, romelic Setyobinebas gadascems sxvadasxva uwyebis redaqtorebsa da masobrivi informaciis saSualebebis reportiorebs sazogadoebasTan kavSiris damyarebis mizniT. Tumca, presrelizi kontroldeba misi gamavrcelebeli kompaniis mier da rogor gamoiyeneben masobrivi informaciis saSualebebi, es ukve maTi arCevania. amitom pres-relizs miakuTvneben fabliq rileiSenzis arakontrolirebad instruments. yoveli masobrivi informaciis saSualebisTvis pres-relizi unda iwerebodes calke, adgilis da drois SezRudvis gaTvaliswinebiT. pres_konferencia _ masobrivi informaciis saSualebebis warmomadgenlebis mowveva, gancxadebis an kompaniis azris saxalxod gamocxadebis mizniT. `fabliq rileiSenzis~ erT-erTi sarisko RonisZiebaa preskonferencia. Tumca, zogierTi kompania warmatebiT waradgens axal saqonels preskonferenciis daxmarebiT. rodesac kompaniebi gegmaven preskonferenciebs, maT gadasaWreli aqvT mravali problema. aCveneben Tu ara preskonferencias? dasvamen Tu ara saWiro SekiTxvebs? momzadebis erT-erTi meTodi aris presisTvis Setyobinebis momzadeba. Cveulebriv, igi moicavs mniSvnelovan damatebiT informacias JurnalistebisTvis da rigdeba manamde, sanam isini Seikribebian preskonferenciaze. es garkveul riskTanaa dakavSirebuli _ kompania aZlevs reportiorebs mTel saWiro informacias da TviTon preskonferencia ar aris aucilebeli. yvelaze didi cvlileba komunikaciaSi xdeba axali eqleqtronuli masobrivi informaciis saSualebiT: eleqtronuli fosta, veb-saitebi. yvelaferi es xsnis saqmianobis sferos sazogadebasTan kavSirisTvis. `fablik-rileiSenzs~, reklamisgan gansxvavebiT, ar aqvs zustad gamoxatuli dafinansebis wyaroebi. magram ndoba mis mimarT ufro didia, vidre reklamisadmi. amrigad, rasac sazogadoebasTan muSaoba ewodeba SeiZleba daiyos komerciul (`fablik rileiSenzi~) da sazogadoebriv saqmianobad (fablisiTi). fablisiTi miiRweva Semdegi saSualebebiT: 1. axali saqonlis prezentacia; 2. jildoebis, prizebis gadacema da a.S.;
3. firmis saqonelbrunvis da misi Semosavlis erTsaxeoba; 4. modebis Cveneba; 5. Setyobineba msxvili firmis CaZirvis Sesaxeb; 6. cnobili adamianis samsaxuridan wasvla; 7. kompaniis warmomadgenlis sityva. Tu xarjebi farTomasStabian sareklamo kampaniaze saqonelbrunvidan daaxloebiT Seadgens 5-20%-s, maSin fablisitis programa, gayidvebis saerTo moculobidan 1-2%-is Cadebas moiTxovs. prescentri iqmneba, rogorc wesi, RonisZiebebis dagegmvis, gatarebis da SetyobinebisTvis. movlenisadmi sazogadoebis yuradRebis mozidvis mizniT. msgavs RonisZiebebs miekuTvneba: iubile, sportuli Sejibreba, kinofestivali da a.S. `fablik rileiSenzis~ specialistebi, zemoT CamoTvlil movlenebs, xSirad iyeneben firmis an mis mier SeTavazebuli saqonelis (momsaxureba xelsayreli saxiT) gamosaCenad. `fablik rileiSenzis~ mniSvnelovani funqcionaluri movaleoba beWdviTi masobrivi informaciis saSualebebTan viwro, SemoqmedebiTi kavSiria redaqtorebTan da wamyvan JurnalistebTan, radioSi _ programis direqtorebTan.
6.
sponsoroba
sponsoroba iTvaliswinebs fulad daxmarebas, an vinmes mxardaWeras misi saqmianobis finansuri sococxlisunarianobis mizniT. Tumca, ufro xSirad igi saWiroa, rom sponsorma miiRos reklamis ganTavsebis upiratesoba da amiT sazogadoebasTan kavSiri gaaRrmavos. mxardaWera SeiZleba gamoixatos, rogorc fuladi, ise prizebis, jildoebis da sxva waxalisebis saxiT. aqedan sargebeli SeiZleba moipovos rogorc organizaciam, aseve kerZo pirmac. zogierT sponsors SeuZlia ixelmZRvanelos filantropuli meTodebiT, magram bolo dros xSirad SeimCneva mkafiod gamoxatuli komerciuli daintereseba. bolo 10 wlis ganmavlobaSi sponsoruli mxardaWeris moculoba gaizarda 12%-iT..gansakuTrebiT popularulia xelovnebis dasponsoreba. mTel msoflioSi sponsorobis es saxe gavrcelebulia wvril da msxvil reklamis damkveTebs Soris. dRes msgavsi komerciuli sponsoroba SeiZleba gaewios simfoniur orkestris, mxatvarTa gamofenebs, Teatrebs, magram sponsoruli fulis umetesi nawili mainc sportze ixarjeba. magaliTad firma `Canon~ iyo safexburTo ligis pirveli sponsori. am firmas SeeZlo etrabaxa, rom mTel britaneTSi TiTqmis ar moiZebneboda ofisi, sadac maTi firmis aparatura ar idga. saqme imaSia, rom britaneTSi safexburTo sezoni grZeldeba mTeli weli da 92 gundi, romelic SejibrebaSi monawileobs, masobrivi informaciis saSualebebis mudmivi gaSuqebis obieqtia.
sponsoruli mxardaWerisTvis saukeTesoa sportis is saxeebi, romlebSic xSirad tardeba Sejibrebebi. sponsorobis obieqtebi. yvelasTvis cnobilia msxvili da mdidari sponsorebi, romelTa saqmianobac dakavSirebulia sportTan, magram arsebobs uamravi sxva obieqtic. dasponsorebis ZiriTadi kategoriebi: a) wignebi da sxva beWdviTi produqcia; geografiuli rukebi. zogierTi maTgani SeiZleba gaiyidos rogorc oficialuri publikacia. b) gamofenebi, romlebic SeiZleba dasponsordes savaWro asociaciebisa da profesiuli sazogadoebebis, an Jurnal-gazeTebis saSualebiT; g) ganaTleba (grantebisa da stipendiebis formiT, rogorc studentebisTvis, ise axalgazrda mecnebirebisTvis). grantebi SeiZleba gaices samecniero gamokvlevebis da maTi Sedegebis Semdgomi publikaciisTvis. d) eqspediciebi. qveynebis garSemo mogzauroba da sportis sxva eqstermaluri saxeoebebi; e) sporti. rogorc zemoT aRiniSna dasponsoreba vrceldeba sportis naklebad cnobil saxeebze; v) xelovnebis dawesebulebebi da programebi, gansakuTrebiT maTi saqmianobisa da popularizaciis gasafarToeblad; z) humanuri dawesebulebebi da programebi. gansakuTrebiT maTi saqmianobisa da popularizaciis gasafarToeblad. T) adgilobrivi mniSvnelobis sxvadasxva RonisZiebebi.
sponsorobis miznebi . rogorc aRvniSneT sponsorobis mizania reklamaSi an marketingul politikaSi gansazRvruli sasurveli, pozitiuri Sedegis miRweva. es ukve, TavisTavad, kapitaldabandebaa. sponsori sanam raime Tanxis gasavals gadawyvets, winaswar surs darwmundes, rom msgavsi Sedegis miRweva SesaZlebelia. arc Tu iSviaTad xdeba, rom sponsorobaSi erTmaneTs erwymian sareklamo da marketinguli miznebi.
sponsorobis sareklamo miznebi: a) Tu akrZalulia raime produqciis reklama. ase magaliTad, saqarTvelos televiziaSi ar SeiZleba sigaretis reklama. b) Tanmxlebi reklama. gare reklama farebisa da transportirebis saxiT, romelic SeiZleba moTavsdes trekebze, stadionebze, trasebze _ ise rom aucileblad moxvdes telekamerebis obieqtivSi da ra Tqma unda, tribunebze myof mayurebelTa TvalsawierSi. g) saqonlis gadaadgileba; d) axali produqtis wardgena da sxva SesaZleblobebis gamoyeneba reklamirebisTvis. sponsorobis PR miznebi. aq sponsoris miznebi pirdapir kavSirSi araa reklamirebasTan. imisaTvis, rom daarwmuno da gayido, saubaria firmis an saqonlis Sesaxeb informaciis gavrcelebaze. Tumca, es xerxic aseve reklamaze muSaobs. a) keTilsaimedo urTierToba; misi mizania sazogadoebasTan kavSiri, rac niSnavs gansazRvrul firmebTan dadebiTi urTierTobebis
formireba, adgilobriv da saerTaSoriso doneze. sul korporacias, romelic solidur mogebas iRebs, SeuZlia sazogadoebis pativiscema moipovos finansuri saSualebebis CadebiT `gaukeTebs ra mas saCuqars;~ b) korporaciuli saxe. firmasTan dadebiTi urTierTobis formirebasTan erTad aucilebelia SemuSavdes zomebi, romelic xels Seuwyobs misi specifikisa da moRvaweobis sferos gagebas; g) korporaciuli kuTvnileba. sponsorobam SeiZleba xeli Seuwyos kompaniis `cnobadobas~. reklama misi simbolikaa da ferTa gamas gaxdis Cveulsa da nacnobs. es SesaniSnavad Cans koka-kolas magaliTze, romlis mraval qveyanaSi mxars uWers mZleosnobasa da curvas; d) saxelwodebis gageba-damaxsovreba. sponsoroba iTvaliswinebs firma-sponsoris saxelebis mudmiv gameorebas; e) stumarTmoyvareoba; v) Jurnalistebis dajildoeba, waxaliseba, profesionaluri ostatobisTvis.
sponsorobis marketinguli miznebi. sareklamo miznebisa da sazogadoebasTan kavSiris damyarebis garda, sponsorul saqmianobas SeiZleba hqondes marketinguli daniSnuleba. saqmianobis es sami mimarTuleba zogjer erTmaneTs kveTs, magram maT Soris gansxvavebis gageba aucilebelia. a) saqonlis produqtis pozicireba. saqonlis TiToeuli saxisTvis firmam SeiZleba gansazRvros bazris romelime seqtori _ potenciuri myidvelis Semosavlebis, sqesis, asakisa da donis miuxedavad, misTvis kompaniam unda gaiTvaliswinos sxvadasxva socialuri jguefbis interesebi; b) dilerebis mxardaWera. vaWerebi siamovnebiT iWeren saqmes im saqonelTan, romlis samomxmareblo xarisxi praqtikulad damtkicebulia; g) cvlilebebis Setana marketingul politikaSi. Tu kompania gansazRvruli saqonliT mtkiced damkvidrda bazarze, Semdgom sakmaod rTulia misi Secvla da sxva segmentze gadasvla. amaSi mxolod aqtiuri reklama daexmareba. magaliTad, firma, romelic qalebisTvis awarmoebs parfiumerias da segmentis gafarToebis mizniT, gadawyvets mamakacebs SesTavazos axali parfiumeruli produqcia, misTvis warmatebuli iqneba romelime popularul sportis saxeobas gauwios sponsoroba; d) axali produqtis gaSveba da warmoeba. magaliTad es meTodi farTod gamoiyeneboda iseT saqonelTan mimarTebaSi, rogoric tenisis raketebi, avtomobilebi, sportuli tansacmelia; e) saerTaSoriso marketingi. sponsoroba iqca marketinguli strategiis nawilad axal bazarze saqonlis danergvis, an dilerebisa da savaWro agentebis misazidad. magaliTad, Tu firma gaxdeba adgilobrivi an nacionaluri donis RonisZiebebis sponsori, romelzec am qveynisTvis SeTavazebuli axali saqoneli ufro
sainteresod iqneba warmodgenili, vidre ukve nacnobi, maSin aseTi marketinguli strategia ufro warmatebuli aRmoCndeba; v) produqtis moxmarebis waxaliseba. sponsorul saqmianobas SeuZlia daexmaros bazars sazRvrebis gafarToebaSi. garda amisa, bazarze mtkiced damkvidrebul ucxour firmas sponsoruli aqciebi SeiZleba daexmaros axali importioris Zalebis neitralizebaSi, romelic bazrisaken miiswrafis. iaponelebma swrafad Seafases aseTi saxis saqmianobis upiratesoba, ucxour bazarze dasamkvidreblad. sponsoruli saqmianobis mimzidveloba da misi eSxi uzarmazaria, magram ar unda dagvaviwydes, rom ar Rirs cecxlTan TamaSi. ar aris saWiro sponsori mxolod imisTvis gaxde, rom sxvebisgan gamoirCeode, iyo moduri, gadaiRo sxvisi saqcieli. mcire Tu didi danaxarji aucileblad gamarTlebuli unda iyos komerciuli kuTxiT.
5. reklama gayidvis adgilze reklama sacalo vaWrobaSi (retail) ikavebs Sualedur mdgomareobas sacalo da samomxmareblo reklamas Soris. am mxriv, SedarebiT samagaliToa, univermaRebisa da supermarketebis reklama. Tumca, aseTive kategorias ganekuTvneba reklama momsaxurebis centrebSi (maT Soris, benzingasamarT sadgurebSi), restornebsa Tu sadazRvevo saagentoebSi. Tu maRazias ganvixilavT `savaWro markis~ saxiT, maSin sacalo vaWrobis done damokidebulia myidvelis or kategoriaze: a) maRaziisadmi loialurad ganwyobil myidvelze, romelic nebismier situaciaSi iyidis iq da Sesabamisad, fasebisadmic aramgrZnobiarea (daaxloebiT 35%) da b) maRaziis SemTxveviTi myidveli _ fasebisadmi mgrZnobiare (myidvelTa saerTo raodenobidan daaxloebiT 65%). sacalo movaWre iRvwis miaRwios xelsayrel balanss orive miznobriv auditoriasTan. misTvis advili araa gadawyvitos ra sixSiriTa da moculobiT SeTavazos myidvels fasdakleba, rom aramudmivi klientic miizidos. saubaria imaze, rom myidvelTa 65% arCevans uSualod maRaziaSi akeTebs, udidesi mniSvneloba eniWeba reklamis im meTodebs, romelic momxmarebels gayidvis adgilze xvdeba. iseTi parametrebi, rogoricaa saqonlis kanonzomieri gamolageba, sasiamovno atmosfero, sasurvel Sedegs iZleva. meore, mxriv, savaWro markisadmi myidvelis loialobs (romelic SeiZleba asaxavdes an ar asaxavdes maRaziisadmi loialobas), amtkicebs monacemebi _ myidvelTa daaxloebiT, 35%^winaswar wyvets, Tu ra markisTvis midis maRaziaSi. reklamis mizani da amocana sacalo vaWrobaSi: a) momxmareblis yuradRebis mipyroba, misi mozidva savaWro SenobaSi da Tu saqme maRazias exeba, masSi myidvelebis moZraobis mowesrigeba (store traffic). @`Tu adamianebi Sevlen, SesaZloa iyidon kidec rame, Tumca
aqamde ar hqondaT amgvari ganzraxva.~ aseTia gordon selfrijis (Gordon Selfridge) filosofia, romelic adamianebs siamovnebis misaRebad, londonis maRaziis monaxulebisken mouwodebda. jesi butis (Jesse Boot) filosofiis mixedviT, saqoneli gamohqondaT daxlebze sayovelTao daTvalierebis mizniT. eseni iyvnen Tanamedrove vaWrobis pionerebi. b) saqonlis gayidva, romelic mxolod mocemul maRaziaSia. zogierTi sacalo movaWre garkveuli markis nawarmis gayidvis agents, magaliTad, firma Ford-is dilerebi. supermarketebSi SeiZleba vnaxoT saqoneli, romelsac mwarmoebeli uSvebs SefuTuls, savaWro centris mflobelis saxeliT. esaa misi sakuTari (own), kerZo iarliyi, etiketi (Private label). aseve arsebobs maRaziebi, romlebic saqonels erTi sabiTumo movaWrisgan iReben da akeTeben sasaqonlo markis reklamirebas sacalo movaWris saxeliT. mravali maRaziis qseli, aqtiurad yidis saqonels sakuTari iarliyiT. Tumca, gasagebia, rom cnobili nacionaluri savaWro markebis mflobelebi, rogoricaa Nestle an Kellogs saqonels mxolod sakuTari iarliyebiT gayidian. konkurencia, erovnul da sakuTar sasaqonlo niSnebs Soris, Zalian mwvavea da yovelTvis arsebobs meoris pirvelze gamarjvebis riski. sakuTari (kerZo) iarliyebis mqone saqoneli, Cveulebriv, sacalo movaWris survilebis gaTvaliswinebiT, an misi receptiTac SeiZleba damzaddes. es araa erovnuli markis nawarmi, aramed _ saqoneli, aqvs sxva etiketi da aris ufro iafi. zogjer maRaziis mflobelis mier ufro dabal fasSi gayiduli saqoneli CamorCeba nacionaluri markis analogiur nawarms. es aris Zalian Zveli sistema, romelic daxlebis mflobelebidan modis da, arsebobda didi xniT imaze adre, vidre Boots-is an supermarketTa msgavsi maRaziebis qseli gaCndeboda. isini warmoiqmnen meore msoflio omis Semdgom. Tumca, yvela maRazia araa didi da ar miekuTvneba savaWro qsels. arsebobs patara, wvrilmanebiT movaWre, sakonditro da Tambaqos maRaziebi an gazeTis jixurebi. aseve arsebobs specializebuli maRaziebic, sadac yvavilebi, fotoebi, Tevzi, xili da bostneuli an moduri nivTebi iyideba. aris patara jixurebi, sadac SeiZleba windebis, halstuxebis an perangebis yidva. bolo miRwevaa universaluri maRazia (general store) avtogasamarT sadgurze, romelic Riaa 24 sT-is ganmavlobaSi. sacalo vaWrobis yvela amgvar adgils saqonlis gasaRebisTvis reklama sWirdeba. g) reklama gayidvis adgilebSi saWiroa sezonuri saqonlis gasaRebisTvis, romelic orientirebulia myidvelze an gansakuTrebuli winadadebebis informirebaze. gansakuTrebuli winadadeba SeiZleba iyos, rogorc mudmivi, aseve epizoduri muSaobis forma, magaliTad, `zamTris~ an `zafxulis~ saqonlis gayidvisTvis. sareklamo mimarTvis Taviseburebebi sacalo vaWrobaSi reklamas aqvs oTxi ZiriTadi niSani: - ayalibebs maRaziis saxes; - miuTiTebs mis adgilmdebareobas; - gvamcnobs SemoTavazebuli saqonlis asortiments; - gvamcnobs specialuri fasis Sesaxeb. praqtikulad yovelTvis, reklamis mizania adamianebi miizidos
maRaziebSi. reklamis axali aspeqtia saqonlis telefoniT SekveTis SesaZleblobebi, kreditis gaxsna an sakredito baraTebiT vaWrobis ganxorcieleba. mravali maRazia praqtikaSi nergavs fostiT vaWrobas, magram es RonisZiebebi tardeba marketinguli kvlevebis CarCoebSi. axla mas uwodeben safosto reklamas, romelic moicavs SekveTebis blankebs. es SeiZleba iyos presaSi gancxadebebidan amoWrili kuponebi, aseve pirdapiri dagzavna. sul ufro meti didi maRazia iwyebs internetiT vaWrobas.
2. reklama gayidvis adgilze da Sida mowyoba gasayidi adgilebis mowyoba da atmosfero, saqonlis kanonzomieri gamolageba, sasurvel gavlenas axdens gasaRebis stimulirebaze. maRaziis Sida mowyoba, rogorc gasaRebis stimulatori, aZlierebs adamianis midrekilebas iyidos raime. am faqtors menejerebma gansakuTrebuli yuradReba unda dauTmon. kompiuteruli modelirebis meTodebi iZleva gasayidi adgilebis mowyobilobis sxvadasxva variantis SemuSavebisa da gaanalizebis saSualebas, myidvelTa upiratesobis gamomJRavnebisa da mocemuli saxis saqmianobis organizebis mizniT. sacalo movaWre kargad unda acnobierebdes gayidvis adgilebis Sida mowyobilobis mniSvnelobas da eZebdes mis optimalur variants. amas aRweven sistematuri kvlevebis daxmarebiT an ubralod, gasinjvisa da Secdomebis SeswavliT mainc. maRaziis saxis ganmsazRvreli obieqtebi unda ganTavsdes maRaziis SesasvlelSi da rogorc Cven mogvianebiT vnaxavT. isini unda fiqsirdebodes mis reklamaSic. vaWrobis mTavari nivTi, magaliTad rZe an sxva gastronomiuli produqti _ supermarketebSi, sacvleli detalebi da saTadarigo nawilebi _ avtomaRaziebSi, unda ganTavsdes Senobis siRrmeSi. iqamde misaRwevad myidveli iZulebulia gaiaros yvela Taro erTmaneTze miyolebiT. maRaziaSi saqonlis ganTavseba da Sida garemo maRaziaSi saqonlis ganTavsebis Tema gadaizarda Taviseburi saxis mecnierebaSi. mis arsenalSia specializebuli kompiuteruli programebi (magaliTad C. Neilsen-is mier SemuSavebuli programa SPACEMAN), romlebic mraval supermarketSi savaWro sivrcis marTebuli organizaciisTvis gamoiyeneba. mkvlevarebma aRmoaCines, rom saqonelTa alternatiul ganTavsebas kategoriis farglebSi, mivyavarT gayidvebis zrdamde. magaliTad, erT Taroze mocemuli, mSrali sauzmis savaWro markis yvela saxeobis gaerTianeba sasikeTod moqmedebs maT gasaRebaze, vidre erT adgilze erTi saxis marcvleulisgan damzadebuli sauzmeTa ganlageba. zustad aseve, ufro xelsayrelia erT Taroze, erTi mwarmoeblis gamagrilebeli sasmelebis ganTavseba, vidre erTnairi tevadobis boTlebSi sxvadasxva markis sasmelebisa. amis garda, napovnia axali xelsayreli SesaZleblobebi erTmaneTis Semavsebel saqonelTa gansaTavseblad. magaliTad, kbilis jagrisis gasaReba, romelic ganTavsebulia Taroebze kbilis pastis gverdiT, izrdeba 8%-iT, sxva saqonelTa gverdiT ganTavsebuli jagrisebis gasaRebasTan SedarebiT. mkvlevarebma damajereblad daamtkices, rom myidvelebis mier maRaziis Sida garemos, anu atmosferos aRqma damokidebulia or faqtorze _ maRaziis morTulobis mimzidvelobasa da potenciuri myidvelis fsiqologiur agznebaze (yidvis ganxorcielebis ganzraxvis
aRZvraze). swored isini axdenen mniSvnelovanwilad, gavlenas klientTa survilze, Sevidnen konkretul maRaziaSi da iyidon ufro meti saqoneli, vidre sxvagan, kerZod, naklebad simpaTiur savaWro dawesebulebaSi. garda amis, orive faqtori SeiZleba urTierTqmedebdes erTmaneTze, sasiamovno savaWro garemoSi yidvis ganzraxva aqtiurdeba iseTi gamRizianeblebis saSualebiT, rogorebicaa interieris ferTa gama da msubuqi musikis JReradoba. supermarketebis eqsperimentulma kvlevebma aCvena, rom myidvelebisaTvis Sida garemos mimzedveloba SedarebiT, ufro mniSvnelovani faqtoria, vidre fasi da saqonlis xarisxi. es Sedegebi gansakuTrebiT mniSvnelovania, radgan miRebulia satelefono gamokiTxvebis msvlelobaSi, maSasadame, dafuZnebulia mogonebebze am sami faqtoris Sesaxeb _ uSualod maRaziaSi Catarebul interviuebidan gamomdinare, rodesac garemo yvelaze Zlier gavlenas axdens maRaziaSi Semomsvlelze. Tavis mxriv, garemos mimzidveloba, rogorc amis garkveva moxerxda, damokidebulia maRaziis sisufTaveze, saqonlis asortimentze yidva _ gadaxdis sistemaze da daxarjul droze, aseve keTilmosurneobaze. profesiuli momsaxureobis `gamyidvelebisTvis~ _ eqimebisTvis, dantistebisTvis, finansuri konsultatebisTvis _ misaRebi oTx klientTan kontaqtis ganxorcielebis adgilia. maT SeuZliaT iq gaataron sakmaod didi dro. am faqtma winaswar gansazRvra reklamis specialur saSualebaTa, miRebis xSirad momlodine momsvlelTaTvis gankuTvnili, satelevizio da saJurnale reklamis aRmoCena. yvela specialists da gansakuTrebiT eqims, unda SevuqmnaT garemo, romelic gamoricxavs miRebis dros ucxo pirebis gamoCenas. agreTve, vecadoT klients Tavidan aviciloT sxva momsvlelTa gamomcdeli mzera. unda aRniSnos, rom am mxriv bevri kabineti Zalze cudadaa gaformebuli. xSirad miRebis molodinSi adamianebi uneblied aRmoCndebian sxvisi intimuri an finansuri problemebis kursSi. amitom konfidencialuri atmosferos Seqmna erT-erTi mniSvnelovania. momsvlelTa an klientTa savarZlebi
specialistis savarZeli
nax. avejis ganlageba, romelic xels uwyobs momsvlelTa TvlaSi. specialistis avtoritetis
feri gayidvis adgilze kargi garemos SeqmnisTvis, erT-erTi mniSvnelovani faqtoria. igi SeiZleba uxvad gamoiyenoT maRaziis interieris gaformebisas, saqonelisa da momsaxurebis gaTvaliswinebiT. SemogTavazebT myidvelTa klasificirebas maT mier ferisadmi upiratesobis miniWebis mixedviT. magaliTad, mwvane fers upiratesobas aniWeben momxmareblebi, romlebic advilad gadaerTvebian erTi markidan meoreze. agreTve isinic, romlebic ufro xalisiT yiduloben saqonels ara qalaqis centrSi, aramed gareubnebSi. `frTxil~ myidvelebs da momxmareblebs, romlebic xalisiT iReben sxvadasxva mastimulirebel winadadebebs, sZulT yviTeli feri. amave dros, marTalia umniSvnelo, magram upiratesobas yviTel fers aniWeben, kreditiT myidvelebi. mTlianobaSi ki, respodentTa umravlesoba, umetes ferTa mimarT, aRmoCnda indiferentuli, radgan ufro interesdeboda fasiTa da saqonlis xarisxiT. specialistebis misaRebi kabinetis feris SerCevisas, SeiZleba mivmarToT fsiqologiur literaturas. cnobilia, rom im specialistis kabineti an misaRebi, romelic axdens `arasasiamovno~ momsaxurebas (eqimis an dantistis), unda SeiRebos mkveTr, mxiarul ferebSi, magram oTaxs, sadac uSualod samedicino momsaxureobis gaweva xdeba, mouxdeba mkrTali ferebi. es pacients fsiqologiuri agznebis SemcirebaSi exmareba. warmoidgineT, `mkvdar~ mwvane ferSi SeRebil saoperacioSi yofnis fsiqologiuri efeqti. Tumca, msgavsi warumatebeli magaliTebi, gvxvdeba sakmaod iSviaTad da mainc, ferTa auracxeli gamidan unda SevZloT yvelaze Sesaferisi da `efeqturi~ feris SerCeva musika _ mniSvnelovani mastimulirebeli saSualeba, romelic SeiZleba gamoiyenebodes umravles savaWro sawarmoSi. am `saSualebis~ gamoyeneba ar moiTxovs mniSvnelovan xarjebs, xolo misi gavlena gayidvaTa moculobaze, SeiZleba iyos sakmaod mniSvnelovani. ori ZiriTadi cvladi sidide, romelic gansazRvravs musikis gamoyenebis efeqturobas, misi tempia (romelic zemoqmedebs emociur ganwyobilebaze) da tipi (romelic gavlenas axdens kognitur asociaciur procesebze). neli musika dadebiT gavlenas axdens yidvis procesze. am Temaze erT-erT pirvel gamokvlevaSi r.e. miRmenma aRmoaCina, rom wynari (daaxloebiT, 60 taqti _ wuTSi), instrumentuli musikis JRerisas myidveli maRaziaSi atarebs saSualod 17%-iT met dros da xarjavs, daaxloebiT, 38%-iT met Tanxas, vidre ufro dinamikuri melodiis (108 taqti _ wuTSi) mosmenisas. Semdeg miRmenma gaagrZela Tavisi kvlevebia restornebSi sadac fasTa saSualoze maRali donea. dadginda, rom rodesac restoranSi JRerda neli musika, 7-jer meti iyo mogeba TiToeuli magididan, vidre im SemTxvevaSi, rodesac JRerda swrafi musika. aRmoCnda, rom neli musikis qveS, Semomsvlelebi TiToeul magidaze ukveTaven, saSualod, 9-jer met alkoholur sasmels. kidev erTi kvlevis monacemi _ barebSi Semsvlelebi ufro swrafad svamen neli musikis qveS, vidre _ dinamikuri melodiis dros. musikis meore parametrs, romelic gavlenas axdens gayidvaTa
efeqturobaze, warmoadgens misi tipi. daadgines, rom, rodesac Rvinis maRaziaSi JRerda klasikuri musika, gayidvis saSualo Rirebuleba Seadgenda 7.43 $-s, xolo popularuli saestrado musikis Tanxlebisas _ 2.18 $-s. samwuxarod, mkvlevarebsac mohyavT nasyidobis saSualo Rirebulebis maCvenebeli musikis ararsebobisas.amitom maT es sakiTxi saerTod Riad datoves. Cven mainc, SegviZlia vivaraudoT, rom klasikuri musika xels uwyobs gayidvaTa zrdas. es fenomeni SeiZleba imiT aixsnas, rom, klasikuri musika klients ufro maRal warmodgenas uqmnis maRaziaze da iafiani spirtiani sasmelis yidvisas Tavi uxerxulad rom ar igrZnos, yidulobs ufro Zvirians. Sedegis kognituri ganmarteba, dafuZnebulia winapirobaze _ xmamaRali JReradoba asocirdeba axalgazrdobisTvis misaReb, ufor dabal fasebTan, romlebic upiratesobas aniWeben sportul stils. wynari musika ki ukavSirdeba warmodgenas ufro respeqtabeluri da Zviriani maRaziis Sesaxeb, mowifuli asakis SemomsvlelTaTvis (gansakuTrebiT qalebisTvis), romlebic upiratesobas aniWeben mkacr tualets. yvela gamokvleva gviCvenebs, rom musika marTlac SeiZleba iyos gayidvaTa daCqarebisa da zrdis saSualeba. Tumca, zogierTi menejeri Tvlis msgavs manipulaciebs uRirs saqmed da Tavs ikavebs musika sacalo vaWrobis stimulirebis saSualebad gamoiyenos. suni adamianis xuTi grZnobidan erT-erTi ZiriTadia. gayidvis adgilze atmosferos SeqmnaSi sunebis gamoyenebis efeqturoba SeiZleba iyos sakmaod maRali. Tumca, arsebobs mxolod ramdenime publikacia aRniSnul problemaze. erT-erT eqsperimentSi or wyvil erTnair bucs (`nike~ firmis) aTavseben or oTaxSi: pirvelSi _ haeri moklebuli iyo raime suns, xolo meoreSi igrZnoboda yvavilebis sasiamovno aromati. eqsperimensis 31 monawiledan 26-ma upiratesoba mianiWa bucebs `aromatuli~ oTaxidan. meore cdaze, bucebs _ meore oTaxidan, daedo 10 %-iT ufro maRali fasi, vidre bucebs _ pirveli oTaxidan. amasTanave, aRmoCnda, rom meore oTaxs upiratesobas aniWebdnen `gaciebuli klientebic~ ki, romelTa mtkicebiT, suns saerTod ar grZnobdnen. cdis msvlelobaSi qalebma aCvenes ufro didi mgrZnobeloba sunisadmi, vidre mamakacebma. garda amisa, gairkva isic, rom axalgazrda mamakacebi upiratesobas aniWeben saneleblian aromatebs, xolo saSualo asakis qalebi _ yvavilovans. agreTve, unda aRiniSnos, rom haeris aromatizacia oTaxebSi iyo susti da ar aRizianebda eqsperimentis minawileebs. miuxedavad amisa, mraval menejers ar undoda im aromatebis gamoyeneba, romelsac pirdapiri kavSiri hqonda gasayid produqciasTan. am meTods araeTikurad Tvlidnen. cnobilia, rom zogierT supermarketSi mimarTaven haeris xelovnuri aromatizacias. menejerebis azriT, es mniSvnelovnad zrdis gayidvaTa moculobas. Tumca, mocemul SemTxvevaSi, Cven namdvilad vawydebiT eTikur problemas, ramdenadac SecdomaSi Seyvanili myidveli varaudobs, rom mimzidveli surneli modis gasayidi saqonlidan. dasasruls, aRvniSnavT, rom Cvens mier CamoTvlili Sida garemosa da atmosferos parametrebi da Tvisebebi, rac sacalo vaWrobis
adgilebSi iqmneba, Zler gavlenas axdens klientSi produqtis an momsaxurebis SeZenis winaswari ganwyobis Camoyalibebaze. amas adasturebs gamokvlevebis arsebuli Sedegebi. demonstraciebi savaWro adgilze farTod gamoiyeneba myidvelebis yuradRebis misazidad. demonstracia ganixileba, ara rogorc, saqonlis stimulirebis saSualeba, aramed ufro rogorc vaWrobis forma. meieris azriT, gansxvaveba maT Soris SemdegSia: stimulirebis saSualebebi (fasdakleba, kuponebi, premiebi) xels uwyobs saqonlis winsvlas myidvelisken, xolo vaWroba `yidis~ ideas, rac xels uwyobs winsvlas (demonstraciebi, gamofenebi, saqonlis gansakuTrebuli gamofena, sareklamo gancxadebebi, romelsac aTavseben maRaziis Taroebze, specialuri broSurebis meSveobiT). Tumca, demonstraciebis gansaxorcieleblad gamoiyeneba sxvadasxva meTodebi, yvela maTgani emsaxureba erT mizans _ gamoiwvios sapasuxo reaqcia mastimulirebel mimarTvaze, anu yuradReba miizidos savaWro markis mimarT. cxadia, demonstraciebis umravlesoba ara marto gasaRebis stimulatoria, aramed myidvelis mier Tavidanve aRiqmeba, rogorc fasis winsvlis saSualeba. isini aseve izidaven momxmareblis seleqciur yuradRebas. warsulSi myidveli iRebda garkveul jildos, iZenda ra, winsvliT saqonels misi demonstraciis dros. amitom mTavaria is, rom demonstraciis arseboba aiZulebs maRaziaSi mimsvlels ifiqros, mocemul SemTxvevaSi, saqoneli iyideba `specialur~ fasad. Tumca, sinamdvileSi es ase. arc SeiZleba iyos. fasdaklebis iluziis Seqmna eTikuri TvalsazrisiT winsvlis aseve saeWvo saSualebaa. hipoTeza, saqonlis demonstraciisas specialuri winadadebis efeqtis Sesaxeb, wamoayenes enjelisma da blekuelma, xolo saqonlis gayidvis moculobis gazrda demonstraciisas, realuri fasdaklebis gareSe, damtkicda mravalricxovani gamokvlevebiT. aseve xazi unda gaesvas demonstraciebis organizeba mwarmoeblisTvis iSviaTad xdeba momgebiani. (magaliTisTvis, supermarketebSi demonstraciuli vaWrobis umravlesoba zaraliania), am wesidan gamonakliss warmoadgens specialuri demonstraciebi. demonstraciebi exmareba sacalo vaWrobas waswios produqti momxmareblisken. sacalo vaWrobaSi gamoyenebuli winsvlis sami ZiriTadi formis – sareklamo gancxadebebis, fasdaklebebis da demonstraciebis _ analizi gviCvenebs, rom es ukanaskneli forma, danarCenebTan SedarebiT, yvelaze efeqturia. mwarmoebeli dainteresebulia, ara mxolod savaWro sawarmos mier produqciis maragis SeqmniT, aramed savaWro darbazSi Taroebze saukeTeso adgiliTac. maRaziaSi Taroebze saukeTeso adgili gulisxmobs saqonlis optimalur ganTavsebas, rogorc horizontalurad, aseve vertikalurad. horizontaluri ganTavseba iZleva saSualebas SedarebiT didxans miiqcios myidvelis yuradReba, romelic Taroebis gaswvriv, saqonliT moZraobs. saqonlis ama Tu im doneze ganTavsebis upiratesoba naCvenebia naxazze #4.5. aRniSnuli cifrebi miRebulia gamokvlevebis Sedegad, rac iZleva saSualebas gakeTdes daskvna, rom saqonlis myidvelTa
suraTebi: mexuTe Taro (Tvalis done)
+37%
meoTxe Taro
+2%
mesame Taro
0%
meore Taro
-10%
pirveli Taro
-43%
nax. #4.5. saqonlis ganlagebis optimaloba. TvalTaxedvis doneze ganTavsebisas, misi gayidvis moculoba iqneba daaxloebiT 80%-iT maRali, vidre yvelaze qveda Taroze ganTavsebisas. unda iTqvas, rom es mtkicebuleba marTebulia zrdasrul myidvelebisTvis, ramdenadac bavSvebisTvis ganTavsebis optimaluri done iqneba meoTxe Taro.
TaviV winsvlis programa da sareklamo kampania
1 winsvlis programebis SemuSaveba marketinguli komunikaciebis sferoSi muSaoba, upirveles uovlisa, moicavs: 1. miznobrivi auditoriis gansazRvras, 2. informaciis gadacemis miznis dadgenas, 3. Setyobinebis Seqmnas, 4. misi gadacemis saSualebis SearCevas, 5. auditoriis reaqciis gamoiwvevas da Sedegis Sefasebas. miznobrivi auditoriis gamovlena. miznobrivi auditoriis gamovlenazea damokidebuli gadawyvetileba imis Sesaxeb, Tu vin, sad, rodis da rogor unda Tqvas. aseve, vin unda Seasrulos igi. amitom pirvel rigSi, unda ganisazRvros miznobrivi auditoria. is SeiZleba iyos potenciuri myidveli an amJamindeli momxmarebeli, romelic
gadawyvetilebas iRebs yidvis Sesaxeb, an is, romlTac SeuZliaT gavlenis moxdena am gadawyvetilebaze. auditoria SeiZleba Sedgebodes rogorc calkeuli pirebisgan, aseve specialistTa jgufebisa da momxmarebelTa farTo wrisgan. amrigad, miznobrivi auditoriis wre Zalze farToa.
samomxmareblo mzapobis gamovlena da reaqciis gansazRvra
sapasuxo
mas Semdeg, rac ganisazRvreba miznobrivi auditoria, komunikatorma unda gadawyvitos ra sapasuxo reaqciis gamoiwvaa saWiro. umravles SemTxvevaSi, es unda iyos yidva, rac gadawyvetilebis miRebis xangrZlivi procesis Sedegia. imisaTvis rom komunikatorma miaRwios sasurvel sapasuxo reaqcias momxmareblis mxrida man upirveles yovlisa unda icodes, Tu samomxmareblo mzadyofnis ra etapzea mocemul momentSi da ra mdgomarebamde unda miiyvanos igi. momxmarebli SeiZleba iyos myidvelobiTi mzaobis Semdegi eqvsi mdgomareobidan (bayer-readi-hess stages) erT_erTSi, esenia: 1. Setyobineba 2. codna 3. winaswari ganwyoba, 4. upiratesoba, 5. darwmuneba, 6 yidva. marketinguli komunikaciis mizania Tanmimdevruli gadasvla erTi mdgomareobidan meoreSi, romlis Sedegia - yidva. upirveles yovlisa, unda gairkves miznobrivi auditoria produqciis an kompaniis Sesaxeb ramdenadaa informirebuli. miznobrivma auditoriam SeiZleba saqonlze araferi icodes. icnobdes mxolod mis dasaxelebas, an hqondes masze raime informacia. Tu miznobrivi auditoriis did nawils warmodgena ara aqvs masze, maSin komunikatorma produqtis an kompaniis reklamiT unda uzrunvelyos informireba. SeiZleba reklamam daiwyos mxolod saTauris gacnobiT da damaxsovrebaze aqcentiT. Setyobineba upiratesoba
codna darwmuneba
winaswari ganwyoba yidva
. codna. miznobrivma auditoriam SeiZleba icodes kompaniis an misi produqciis arsebobis Sesaxeb, magram kompanias surs, miznobrivma auditoriam mas informacia miawodos. sareklamo mimarTvebma unda auwyos momxmarebels kompaniis saqonlis maRal xarisxsa da sxva upiratesobebze. winaswari ganwyoba. vivaraudoT, rom miznobrivma auditoriam icis saqonlis Sesaxeb, magram mis mimarT saWiroa dadebiTi ganwyoba. mTavari amocanaa momxmarebeli gadaiyvanos myidvelobiTi mzadyofnis Semdgom mdgomareobaze _ Seqmnas potenciuri damokidebuleba mis mimarT. Tu momxmarebeli mas uyurebs skeptikurad, maSin
komunikatorma unda gaarkvios aseTi damokidebulebis mizezebi, xolo misi aRmofxvra saWiroa manam, sanam momxmarebelSi dadebiTi emociebis aRZvris sakomunikacio kampania SemuSavdeba. upiratesoba. miznobriv auditorias SeiZleba moswondes saqoneli, magram es ar niSnavs, rom is swored mas mianiWebs upiratesobas. am SemTxvevaSi, komunikatori unda Seecados momxmareblebSi gamoiwvios xarisxis, Rirsebis da sxva upiratesobebis xazgasmiT. Tu momxmarebeli upiratesobas mainc sxva firmas aniWebs, maSin firmam konkurentebis winadadebaTa SedarebiT, unda gansazRvros Tavisi susti da Zlieri mxareebi. imisaTvis, rom perspeqtiul momxmareblebs gauCndeT upiratesobis SegrZneba, aqcenti unda gakeTdes upiratesobebze, xolo naklovanebebi aRmoifxvras. darwmuneba. miznobrivi auditoria SeiZleba upiratesobas aniWebdes mocemul saqonels, magram ar iyos darwmunebuli misi yidvis aucileblobaSi. sxva sityvebiT rom vTqvaT, myidveli yvela sxva danarCeni markebidan upiratesobas mas aniWebs, magram bolomde araa darwmunebuli, rom es swored isaa, rac mas unda. komunikatoris amocanaa potenciuri momxmarebelis darwmuneba imaSi, rom es saqoneli misTvis yvelaze Sesatyvisia. specialistebs, dadebiTi emociebisa da darwmunebisTvis, saqonlis kompleqsuri winsvlis saSualebaTa kombinacia SeuZliaT gamoiyenon. reklama qebas asxams firmis upiratesobas sxva modelebTan SedarebiT, risTvisac iyenebs presas da propagandis sxva saSualebebs. savaWro agentebi momxmareblebs acnoben gadaxdis SesaZlo variantebsa da sagarantio momsaxurebis pirobebs.
yidva. miznobrivi auditoriis zogierT warmomadgenels SeiZleba eWvi eparebodes yidvis aucileblobaSi. amitom misi potenciuri momxmarebeli SeiZleba saWiroebdes damatebiT informacias, an ar hqondes sakmarisi saxsrebi SesyidvisTvis. komunikatori aseT myidvels unda daexmaros saboloo nabijis gadadgmaSi _ iyidos saqoneli. amisTvis gaTvaliswinebulia sxvadasxva meTodi: SeRavaTebi, fasdakleba, premiebi. savaWro agents SeuZlia misweros an daurekos zogierT potenciur momxmarebels da Tu amas saqonlis specifika moiTxovs, miiwvios isini am saqonlis gamocdaze, prezentaciaze. marketinguli komunikacia, ra Tqma unda, pirdapir ar niSnavs potenciuri damokidebulebisa da yidvis ganxorcielebis garantias. brwyinvale marketingul komunikaciebs SeuZlia mxolod daaCqaros dabalxarisxiani saqonlis Cavardna. mkiTxvels, rac ufro adre ecnobeba aseT saqonelze, miT ufro adre Sityobs mis naklovanebebs. maSasadame, kargi marketinguli komunikaciisTvis saWiroa `kargi saqoneli~. myidveli gaivlis yvela am etaps da amitom firmisTvis komunikaciuri RonisZiebebis SemuSavebisas, Zalze mniSvnelovania momxmareblis bolo etapamde miyvana. stimulirebis sxvadasxva saSualebebis zemoqmedebis efeqturoba damokidebulia
samomxmareblo
mzadyofnis
xarisxze.
reklama
propagandasTan erTad mTavar rols TamaSobs informirebulobisa da codnis uzrunvelyofis etapze da ra Tqma unda, ufro mniSvnelovans, vidre
gamyidvelebis
`civi~
satelefono
zarebi
(e.i.
telefoniT
im
momxmareblisTvis saqonlis gayidvis cda, romlebmac araferi ar ician SemoTavazebuli saqonlis Sesaxeb da ar arian mzad misi yidvis Sesaxeb sakiTxis
ganxilvisTvis).
upiratesobasa
da
momxmarebelTa
sarwmunebaze
ufro
winaswar met
ganwyobaze,
gavlenas
axdens
profesionaluri gayidva, Tumca reklama aqac TiTqmis ar Tmobs Tavis poziciebs. da bolos, garigebis dasruleba ZiriTadad xorcieldeba personaluri
gayidvisa
da
gasaRebis
stimulirebis
saSualebebiT.
rogorc Cans, raklama da propaganda yvelaze efeqturia yidvis Sesaxeb gadawyvetilebebis
miRebis
procesis
sawyis
etapze
maSin
rodesac
personalur gayidvaze gaweuli didi xarjebis gaTvaliswinebiT, misi ZiriTadi
Zalisxmeva
koncentrirebuli
unda
iqnes
momxmareblis
mzadyofnis bolo stadiaze.
stimulirebis kompleqsis struqtura da misi ganmsazRvreli faqtorebi stimulirebis kompleqsis struqturaze, upirveles yovlisa, gavlenas axdens komunikaciuri mizani. es SeiZlebaiyos: Setyobineba,markisadmi pozitiuri damolidebulebis formireba, saqonlis gasinjvis survilis aRZra da ganmeorebiTi Sesyidveb, mowodebulia droTa ganmavlobaSi firmis markisadmi erTgul momxmarebelTa jgufis formirebisaTvis. stimulirebis miznis garkvevis Semdeg, TiToeuli marketinguli komunikaciis roli dasaxuli miznis miRwevaSi. unda ganisazRvros. amosaTvis saWiroa Semdegi faqtorebis codna: myidvelis tipi, saqonlis tipi, saqonlis sasicocxlo ciklis etapi. myidvelis tipi. stimulirebis kompleqsis elementebis SerCevisas mniSvnelovangavlenas axdens myidvelis tipi. msxvili
firmebisTvis
myidelTa
mniSvnelovan
kategorias,
romelTac
mwarmoebeli gaacnobs mimarTvas _es aris sacalo da sabiTumo movaWreni. maT mimarT survilis aRZvris efeqtur saSvalebebs warmoadgens piradi
kontaqtebi da gasaRebis stimulireba. sabiTumo an sacalo saqonlis sareklamo
Zalisxmevis
gadaxdis pirobebi
mxardasaWerad
arsebul
fasdaklebebi
da
gasaRebis arxSi saqonlis winsvlas uwyoben xels da
maT SeRwevis saSualebebs uwodeben. kompaniebi, romlebic mimarTaven saboloo momxmarebels did yuredrebas uTmoben reklamas da momxmarebelTa sstimulirebas. organizacia-SemsyidvelebisTvis mniSvnelovania
ramdenadac
piradi
maTi
gayidva
moTxovnebi
ufro
metad
specializirebuli
da
Ggeografiuladac metad koncentrirebulni arian, maTTvis sareklamo informacia
gamoqveynebuli
unda
iqnes
saqmian
JurnalebSi,
romelic
gankuTvnilia dargisa Sesabamisad..OG
saqonlis tipi.
saqonlis maxasiateblebi karnaxoben, stimulirebis,
Tu romeli elementi konkretul SemsyidvelebTan kontaqtisaTvi iqneba efeqturi. firmebi,
romlebic
samomxmareblo xarjaven
saqonlis
gasaRebis
specializirdebian warmoebaze,
stimulirebasa
da
xanmokle
rogorc
wesi,
reklamaze.
gamoyenebis
Tavis
saxsrebs
premiebi,
kuponebi,
fasdaklebebi_es aqonlis winwawevis efeqturi instrumntebia. reklamas gansakuTrebuli mniSvneloba eniWeba xangrZlivi moxmarebis samomxmareblo Seaxsenebs
saqonlis
momxmarebels
stimulirebis saqonlis
dros,
Rirsebebis
gamudmebiT unda daarwmunos momxmarebeli,
romelic
mudmivad
Sesaxeb.
reklamam
ramdenadac isini maRal
fasian saqonels yiduloben. piradi gayidva efeqturia momsaxurebis sferos stimulirebisaTvis, teqnikurad rTuli nawarmis gasaRebaSi da aseve ZvirdRirebuli nawarmis gayidvisas. sazogadoebasTan urTierTobebs farTod iyenebs msxvili firmebi sazogadoeis keTilganwyobis mizniT.
farTo
_ reklama
moxmarebis
_ gasaRebis stimulireba
saqoneli
_ personaluri gayidva SefardebiTi mniSvneloba _ personaluri gayidva _ gasaRebis stimulireba
samrewvelo
_ reklama
saqoneli
_ propaganda SefardebiTi mniSvneloba
nax
winsvlis saSualebebis SefardebiTi mniSvneloba samomxmareblo
bazrebsa da sawarmoo daniSnulebis saqonlis bazarze. marketinguli
komunikaciebSi
didi
avtoritets
f.
kotlers
mohyavs
stimulirebis kompleqsis formirebis sqema saqonlisa da bazris tipis gaTvalisqinebiT.
# 5.1.naxazi
sqemis maTematikuri Canaweri gamoiyureba Semdegnairad: samrewvelo daniSnulebis rTuli saqonlisaTvis:
13X1+43X2+28X3+16X4—max; farTo moxmarebis saqonlisaTvis:
12X1+21X2+31X3+36X4---- max; sadac X1 X2 X3 X4 Seadgenen xarjebs qinsvlis TiToeul elementze.
marTalia
sawarmoo
daniSnulebis
saqonlis
bazarze
reklamis
mniSvneloba savaWro agentebis muSaobis mniSvnelobaze ufro dabalia, magram, is mainc mniSvnelovan rols asrulebs, ayalibebs myidvelobiT upiratesobas
da
darwmunebas.
personalur
gayidvasac
analogiurad
Seaqvs didi wvlili farTo moxmarebis saqonlis winsvlaSi. es aris is SemTxveva, rodesac gamyidvlebi `Semodeben xolme saqonels Taroze, xolo
reklama
maT
iqidan
CamoiRebs~.2
samomxmareblo
saqonlis
maRalkvalificiuri gamyidvlebi cdiloben moizidon rac SeiZleba meti dileri, vinaidan, maT arwmuneben, rom, produqciisaTvis ufro meti farTi gamoiyon
da,
agreTve
gayidvis
procesSi
sareklamo gancxadebebi da waxalisebebi.
gamoiyenon
specialuri
sacalo
vaWrobis
wertilebis
mzardma
ricxvma
gavlena
moaxdina
saqonlis winsvlis strategiidan momxmareblis mozidvis strategiaze gadasvlaSi. winsvlaze daxarjuli Zalebi sacalo vaWrobaze, gamoixateba swrafi
gayidvebis
dauyovnebeli
zrdiTa
da
vaWrobaSi
gamyidvelTa
waxalisebiT miRebuli SedegebiT, amitom mwarmoeblebi iZulebulni arian mozidvis strategia gamoiyenon, rom miiRon sakmao adgilebi Taroebze da sareklamo mxardaWera savaWro warmomadgenelTa mxridan. miuxedavad
amisa,
mozidvis
moufiqrebelma
gamoyenebam
SeiZleba
migviyvanos fasTa swraf zrdamde da agentebis mier miRebuli mogebis Semcirebamde. yvelaferi es ki gamoiwvevs saqonlis gamokvlevasa da SemuSavebaze, Semcirebas,
SefuTvasa romelTa
SevinarCunoT
da
da
reklamaze
srulyofa
ganvamtkicoT
gamoyofili
mudmivad
momxmareblis
unda
investiciebis
xdebodes,
mxridan
raTa
upiratesobis
miniWeba da erTguleba. sareklamo biujetis gasaRebis stimulirebis sasargeblod gaZarcvam, didi imedis momcemi momavali, SeiZleba aqcios xanmokle mogebad. sanam mozidvis strategiebi TavianT mniSvnelobas ar dakargaven,
gansakuTrebiT
dafasoebuli
kompaniebi, romlebic mimarTaven rekalamasa
da
gasaRebis
samomxmareblo
saqonlis
marketingis
dros,
pararelulad or strategias – mudmiv
stimulirebas,
upiratesobis
markis
myari
Sesaqmnelad,
imijisa
da
momxmarebelTa
dakmayofilebisaTvis da xanmokle savaWro mxardaWerisaTvis, moigeben erTguli da kmayofili momxmareblisaTvis brZolaSi.
stimulireba saqonlis sasicocxlo ciklis etapebze stimulirebis mWidrodaa bazarze
sxvadasxva
saSualebebisagan
dakavSirebuli
saqonlis
saqonlis
gatanis
etapze
miRebuli
sasicocxlo yvelaze
efeqti,
ciklis
efeqturi
aseve
etapebTan.
saSualebebia
reklama da propaganda, xolo gasaRebis stimulireba ki – pirveli saqonlis parametrebis gasaRebis dros. personaluri gayidva saWiroa imisTvis,
rom
sacalo
movaWreebi
davarwmunoT,
rom
dasaqmdnen
produqciis gayidviT. zrdis etapze reklama da propaganda isev rCeba mZlavr Zalad maSin, rodesac gasaRebis stimulirebis xarjze SeiZleba SevamciroT, radgan ukve aRar aris saWiro Semagulianebeli zomebi. mowifulobis etapze gasaRebis stimulireba aseve iZens mniSvnelobas,
romelic SeiZleba SevadaroT reklamis rolTan. momxmareblisTvis ukve nacnobia saqonlis modeli da reklamam mxolod unda Segvaxsenos maT Sesaxeb. vardnis stadiaze reklamas mimarTaven mxolod Sesaxseneblad, propagandis
roli ki nulamde dadis, xolo gamyidvelebi saqonels
umniSvnelo
yuradRebas
vaWrobis
stimulirebiTa
uTmoben. da
Tumca
momxmareblebze
gasaRebis
stimulirebam
zemoqmedebis
moxdniT,
SeiZleba am stadiazec SeinarCunos Tavisi mniSvneloba. ix. #5. naxazi .
2.sareklamo kampania . sareklamo kampaniebis ganviTarebisa da ganxorcielebis sakiTxebs TandaTanobiT ufro da ufro didi mniSvneloba eniWeba. sareklamo kampaniis efeqturi CatarebiT unda gadaiWras marketinguli saqmianobis yvelaze rTuli da Znelad gansaxorcielebeli amocana – moTxovnis formireba da misi stimulireba. sareklamo kampaniis cnebis qveS igulisxmeba erTiani koncefciiTa da sareklamo ideiT SekavSirebuli sareklamo RonisZiebaTa kompleqsi, romelic mimarTulia raime konkretuli marketinguli miznisken, moqceuli reklamisa damkveTis marketinguli strategiis farglebSi. SeiZleba iTqvas, rom reklamis damkveTis mTeli sareklamo saqmianoba aris sareklamo kampaniaTa erToblioba. firmis sareklamo saqmianobis kontroli ufro efeqturia, Tu is sworadaa organizebuli mTeli sareklamo kampaniis ganmavlobaSi. es arcaa gasakviri, radganac sareklamo kampania organulad moicavs sareklamo saqmianobis marTvis yvela elements: dagegmvasac, organizaciasac, kontrolsac da informaciul uzrunvelyofasac. sareklamo kampaniis dagegmvisa da ganxorcielebisas, upirveles yovlisa, saWiroa misi miznebisa da principebis drouli SeTanxmeba reklamis damkveTis saerTo marketingul gegmasTan, mis marketingul miznebsa da strategiasTan. daSvebulma Secdomebma SeiZleba avnos ara marto sareklamo RonisZiebas, aramed firmis mTel marketingul saqmianobasac. Cveulebriv, sareklamo kampaniis dagegmva da ganxorcieleba mocavs etapebs Semdegi TanmimdevrobiT: . miznis dadgena da dasaxva, sareklamo biujetis gansazRvra, sareklamo mimarTvis SemuSaveba, sareklamo informaciis saSualebebis SerCeva, sareklamo kampaniis Sefaseba
maSasadame, sareklamo kampania iwyeba sareklamo miznis dadgeniT. reklamis mizani – drois garkveul periodSi Sesasrulebeli miznobrivi auditoriis informirebis amocana. es amocana dafuZnebuli unda iyos firmis mier winaswar miRebul gadawyvetilebebze miznobrivi bazris, saqonlis pozicionirebisa da marketinguli kompleqsis Sesaxeb. pozicionirebis strategiam da marketingulma kompleqsma unda gansazRvros reklamis daniSnuleba. reklamis daniSnuleba SeiZleba iyos informireba, darwmuneba an Sexseneba. winaswar unda ganisazRvros agreTve, reklamis obieqti, saqoneli an firma, aseve reklamis subieqti Tu vin ganaxorcielebs sareklamo kampanias. unda ganisazRvros reklamis adresati anu miznobrivi auditoria.
2.1. sareklamo kampaniis miznis dadgena sareklamo programis SemuSavebis procesSi pirveli nabiji sareklamo miznis dasaxvaa, rac unda daefuZnos adre miRebul gadawvetilebebs: miznobrivi bazris, saqonlis pozicionirebisa, da marketinguli kompleqsis Sesaxeb. reklamis SesaZlo miznebi mocemulia cxrili#5.1. naxazi. #5.3. informaciuli reklamis SesaZlo miznebi Setyobineba axali saqonlis gamoCenis Sesaxeb ukve nacnobi saqonlis axleburad gamoyenebis SeTavazeba informacia saqonlis fasis cvlilebis Sesaxeb saqonlis moqmedebis principis axsna aRmoCenili momsaxurebis gaweva saqonlis Sesaxeb araswori warmodgenis gamosworeba myidvelTa undoblobis gafantva kompaniis imijis Seqmna damarwmunebeli reklamis SesaZlo miznebi upiratesobis formireba konkretuli markis mimarT konkretul mxareze gadasvlis waqezeba momxmarebelTa mier saqonlis TvisebaTa aRqmis Secvla momxmarebelTa darwmuneba dauyovnebeliv ganaxorcielon yidva
momxmarebelTa
darwmuneba
aucileblad
daukavSirdnen
kompaniis
komerciul warmomadgenlebs Semaxsenebeli reklamis SesaZlo miznebi Sexseneba momxmareblisTvis
ar daiviwyos misi arseboba
saqonlis momavalSi gamodgomis Sesaxeb momxmareblisTvis saqonlis warmoebis adgilebis Sexseneba momxmarebelma ar daiviwyos saqoneli sezonebs Soris periodSi SenarCundes momxmareblis gaTviTcnobiereba saqonelTan mimarTebaSi
2.2.media-dagegmreba media-dagegmareba sareklamo biznesis mTavari elementia, radgan xarjebi sareklamo sivrcesa da droze aris biujetis mniSvnelovani nawili. zogadad, media-gegma asrulebs or ZiriTad amocanas: bazris anlizi da masobrivi informaciis saSualebebis efeqturobis Sefaseba. naxazze #5.1. warmodgenilia media-gegmis kavSiri sareklamo gegmasTan.
media-strategiis SemuSaveba da miznis gansazRvra sxvadasxva gaizarda
media-saSualebebis
media-dagegmarebis
dasayrdeni
media-strategiaa,
roli
ganviTarebasTan sareklamo
romelsac,
dakavSirebiT,
biznesSi.
marketingis
media da
gegmis
reklamis
specialistebTan erTad, ayalibeben media-gegmis specialistebi. winaT, sareklamo saagentos funqciaSi Sedioda media-saSualebebis Sesyidva, dRes saagentos damkveTebi iTxoven media-gegmis Sedgenas. marketinguli
komunikaciebis
ZiriTad
Secdomad
SeiZleba
CaiTvalos zogadi sareklamo mimarTvis SemuSaveba, romelic ar udgeba konkretul
sareklamo
saSualebas.
aseTi
mimarTvis
ekonomiuria, magram namdvilad _ araefeqturi.
Seqmna
SesaZloa
media-dagegmarebis pirveli da ganmsazRvreli etapia miznobrivi auditoriis analizi, radgan amis mixedviT SeirCeva media-saSualebebi. media-gegmis imyofeba
specialistma
miznobrivi
unda
auditoria,
icodes raTa
komunikaciis zustad
romel
SearCios
doneze
sareklamo
mimarTvis miRebis dro _ `idealuri momenti~ da adgili. media-gegmis
specialistebi
Tvlian,
rom
media-dagegmareba
damakavSirebeli rgolia sareklamo biznesis elementebs Soris. amis mizezia is didi raodenobis informacia, romlis Segroveba da analizic media-dagegmarebis procesiis dasawyisia. ixileT sqema.@#5.1.
m a r k e t i n g i s
reklamis gegma
pirdapiri marketingis gegma
gasaRebis stimulirebis gegma
g e g m a
sazogadoebasTan urTierTobis gegma
media-dagegmareba miznobrivi auditoriis analizi media saSualebebis miznebi
sxva
reklamis dagegmva da Seqmna mizani biujeti
kvleva media saSualebebis Sesyidva segmentacia taqtika
grafiki
biujetis Sedgena
Sefaseba
pozicionireba
mimarTvis satrategia taqtika sareklamo saSualebebis strategia taqtika efeqtianobis Sefaseba
yvela
media-gegmas
gaaCnia
ramdenime
mizani,
romelic
SeiZleba
gamoixatos Semdegi kiTxvebiT: visTvis aris gankuTvnili reklama? (auditoria) ra teritoria unda moicvas reklamam? (adgili) rodis unda gaukeTdes saqonels reklama? (dro) ramdeni xani unda gagrZeldes sareklamo kampania? (xangrZlivoba) ramxela
adgils
an
ramden
dros
unda
ikavebdes
sareklamo
mimarTva? (moculoba) miznobrivi awydebian axali
auditoriis or
SerCevisas
ZiriTad
problemas:
media-saSualebis
informaciis
Seusabamoba
media-gegmis informaciis
specialistebi Seusabamoba
da
Sesaxeb
arasakmarisi
informacia.
gulisxmobs,
magaliTad,
marketinguli
kvlevis Sedegad miRebuli informaciis miznis gansxvavebas mediagegmis miznisgan. amitom, saWiroa sxvadasxva wyarodan miRebuli informaciis gadamuSaveba da media-gegmis mizanze morgeba, rac sakmaod
rTulia.
informaciis
rac
Seexeba
ararsebobas,
reitingulobis
Sesaxeb
axali
amis
media-saSualebis
mizezia
damkveTi
iRebs
is,
rom
Sesaxeb
televiziis
informacias
kvleviTi
organizaciebisgan. ra
Tqma
unda,
damkveTs
SeuZlia
Tavisi
saqoneli
gaitanos
sxvadasxva teritoriaze, magram gayidvis moculoba yvelgan erTnairi ar iqneba. amis gamo damkveTi irCevs teritorias, romliskenac warmarTavs sareklamo kampanias. reklamis ganTavsebisTvis idealuri momentis SerCeva rTulia. es damokidebulia
iseT
faqtorebze
rogoricaa:
weliwadis
dro,
dResaswaulebi, kviris dReebi da dro dRe-Ramis manZilze. sareklamo
kampaniis
xangrZlivoba
damokidebulia:
saqonlis
moxmarebis periodze, sareklamo biujetze da konkurentebis strategiaze. rogorc wesi, rac ufro xangrZlivia sareklamo kampania, miT ufro iSviaTad
gamoCndeba
sareklamo
mimarTva
da
piriqiT.
yoveldRiuri
moxmarebis saqonels reklama unda ukeTdebodes rac SeiZleba xSirad, intensiurad, radgan aseTi saqonlis moxmarebis dro, anu dro pirvel da ganmeorebiT
yidvas
Soris,
gansakuTrebiT
mcirea.
ra
Tqma
unda,
araefeqturia sareklamo mimarTvis gaSveba iseT dros, roca msgavsi konkurentuli saqonlis sareklamo mimarTva CrdilSi aqcevs mas. Tanamedrove kvlevis meTodebi saSualebas iZleva zustad SeirCes miznobrivi auditoria. erT-erTi meTodia skanerebi sakaso aparatebSi. am SemTxvevaSi, SerCevas. inaxeba
msyidvelobiTi
meore ara
meTodia, mxolod
maxasiaTeblebic.
aqtivoba monacemTa
bazis
potenciuri
miuxedavad
gansazRvravs
ganviTareba.
myidvelis
amisa,
media-saSualebis
sia,
rTulia
kompiuterSi aramed
misi
internet-auditoriis
raodenobis gansazRvra, radgan internet-gverdze mxolod Sesvla ar niSnavs imas, rom is popularulia. am problemis daZlevis saSualebas iZleva
interaqtiuli
gamokiTxva,
romelsac
axorcielebs
TviTon
internet-gverdi sxvadasxva Temis garSemo. zemoT CamoTvlili meTodebi mTlianobaSi
warmoadgens
media-gegmis
miznobrivi
auditoriis
momcvelobis strategias. rac Seexeba geografiul strategias, rogorc ukve aRvniSneT, is damokidebulia gayidvis moculobaze garkveul teritoriaze. magaliTad, im
teritoriaze,
moculobaze,
sadac
mcirdeba
reklama
gavlenas
reklamis
ver
intensivoba.
axdens
gayidvebis
zogierTi
damkveTi
geografiul strategias gansazRvravs miznobrivi jgufis mixedviT, an media-saSualebis
Rirebulebis
konkretuli
teritoriis
moculobaze
moqmedeben
mixedviT.
SerCeva sxva
sareklamo
faqtorebic,
mainc
Zalian
rTulia
kampaniisTvis.
gayidvis
amitom
mniSvnelovania
konsultaciebi marketingis da reklamis specialistebTan. sareklamo kampaniis drois strategiaSi igulisxmeba sezoni, kvira an
dRe-Ramis
monakveTi.
strategiam
unda
uzrunvelyos
arsebuli
finansebis da kampaniis xangrZlivobis balansi. sistematuri zemoqmedebis strategia gulisxmobs, mTeli kampaniis manZilze, sareklamo mimarTvis droSi erTnair gadanawilebas. media-gegmis specialistebs, romlebsac ar surT, an
aRniSnuli
strategiis gamoyenebis saSvaleba ar aqvT, SeuZliaT mimarTon sxva or strategias. pulsirebadi
zegavlenis
strategia
gulisxmobs
mimarTvebis
intensifikacias manam, sanam ar dadgeba `idealuri momenti~, Semdeg xdeba mimarTvebis Semcireba.
SerCeviTi zegavlenis strategia xasiaTdeba _ periodebiT, rodesac reklama
Zalian
intensiurad
meordeba
da
periodebiT,
rodesac
is
saerTod ar arsebobs. am SemTxvevaSi damkveTi eyrdnoba momxmareblis unars daimaxsovros saqonlis marka garkveuli drois manZilze. rac Seexeba sareklamo mimarTvis xangrZlivobas da ganTavsebis drosa da adgils, es damokidebulia reklamis saerTo mizanze. xSirad 30-wamiani sareklamo rgoli ufro efeqturia, vidre 60-wamiani. am SemTxvevaSi, mTavaria ramdenad kargad aris gamoxatuli reklamis mizani. sareklamo rgolisTvis reitings.
didi aseve,
ganTavsebisTvis
mniSvneloba eTerSi
aqvs
gadacemis
gasvlis
efeqturia
mesame
da
dros.
gverdi,
TviT
telearxis
sagazeTo
reklamis
radgan
pirveli,
rasac
dainaxavs mkiTxveli gazeTis gadaSlisas, iqneba reklama. mniSvnelovania aseve,
reklamam
daikavos
mTliani
gverdi
an
ganTavsdes
saintereso
statiis gverdiT, raTa ar daiCrdilos konkurentebis reklamiT.
reklamis gavrcelebis saSualebis SerCevis strategia sareklamo saSualebebis SerCeva damokidebulia Semdeg ZiriTad faqtorebze:
reklamis
miznebi;
miznobrivi
auditoriis
reklamirbuli
dapyroba
produqciis
sareklamo
specifika;
saSualebebis
mier;
konkurentTa sareklamo saqmianoba; gansazRvruli finansuri saSualebis gamoyenebis SesaZlebloba. reklamis
calkeuli
saSualebebis
SerCevis
procesi
Sedgeba
ramdenime ZiriTadi etapisgan:
reklamis mier moculi sivrcis, ganmeorebis sixSirisa da
zemoqmedebis Zalis Sesaxeb gadawyvetilebaTa miReba.
sareklamo
informaciis
konkretuli
saxis
matareblis
SerCeva. (tele-radio da sxva).
rekalmis
konkretuli
matareblis
arCeva.
(konkretuli
telearxi, gadacema da sxva).
reklamis
saSualebaTa
gamoyenebis
grafikis
Sesaxeb
gadawyvetilebaTa miReba. gavrcelebis specialistebi
saSualebaTa
iTvaliswineben
SerCevisa
mraval
da
faqtors.
maTi
gamoyenebisas,
arCevanze
gavlenas
axdens
miznobrivi
matareblis yvelaze
auditoriis
mimarT.
damokidebuleba
magaliTad,
ukeTesia
Tu
reklama
televiziisa
da
reklamis
TiToeuli
mimarTulia
mozardze,
radios
gamoyeneba.
aseve
gasaTvaliswinebelia saqonlis bunebac. moduri tansacmlis reklamireba umjobesia
Jurnalis
gverdze,
xolo
polaroidis
aparatebis
demonstrireba televiziiT sjobs. amas garda, mimarTvis sxvadasxvagvari tipi
SeiZleba
saWiroebdnen
gavrcelebis
sxvadasxva
saSualebas.
gancxadebebi masiuri gayidvis Sesaxeb, romelic iwyeba xval, umjobesia gadaices
televiziiT
an
daibeWdos
gazeTebSi.
didi
raodenobiT
teqnikuri informaciis Semcveli Setyobineba daibeWdeba JurnalSi an gaigzavneba fostiT. sxva danarCeni Rirebulebac warmoadgens aucilebel gasaTvaliswinebel faqtors gavrcelebis saSualebis SerCevisas. maSin, roca
reklama
SedarebiT
_televiziiT
iafi.
agreTve
aris
Zalian
Zviri,
gasaTvaliswinebelia,
gare Tu
reklama
romel
aris
stadiaze
imyofeba esa Tu is saqoneli da romeli saxis Setyobinebaa saWiro. magaliTad, im dros, roca sareklamo mimarTva Semaxsenebeli xasiaTisaa, saWiroa gare reklamis romelime saxis gamoyeneba. saWiroa gavrcelebis saSualebaTa Rirebulebisa da zemoqmedebis Zalis regularuli gadamowmeba. xangrZlivi dros manZilze televizia da Jurnalebi dominirebdnen reklamis gavrcelebis saSualebebis SerCevisas, xolo
danarCeni
televiziisa
da
saSualebebi Jurnalebze
xSirad
CrdilSi
datvirTvis
rCebodnen.
gazrdam,
Tumca
Sesabamisad,
Rirebulebac gazarda. Semcirda maTi auditoriebis ricxvi da axla marketingis
specialistebi
iyeneben
strategias,
romelic
mimarTulia
bazris viwro segmentebze. Sedegad daeca televiziasa da JurnalebSi arsebuli
reklamebisgan
Semosuli
Semosavlebi,
xolo
reklamis
damkveTebs sul ufro izidavT gavrcelebis alternatiuli saSualebebi. momcveloba _ gulisxmobs, Tu erTi kontaqtis dros, ramdeni adamiani SeZlebs gaecnos sareklamo gancxadebas. magaliTad, televiziisa da radiosTvis esaa mayurebelTa, msmenelTa saerTo raodenoba, romelic sareklamo
mimarTvebs
ecnoba
beWdviTi
reklamis
momcvelobas
gansazRvravs ori komponenti _ tiraJi da gadacemaTa sixSire (ramdenjer moxvdeba
yoveli
egzemplari
axal
mkiTxvelTan).
gare
sareklamo
saSualebebis sixSire ki, ganisazRvreba, Tu ramdeni adamiani gaivlis da Sexedavs sareklamo dafas. sareklamo kontaqtis moqmedebis Zala damokidebulia amorCeul gavrcelebis arxze. magaliTad, radioTi gadacemuli gancxadeba nakleb STabeWdilebas
axdens
satelevizio
gadacemasTan
SedarebiT.
yvelaze
maRali efeqti televizias aqvs, radgan mas SeuZlia SeaTavsos xma, feri, moqmedeba da sxvadasxva faqtorebi. cnobis mdgradoba gviCvenebs, ramdenad xSirad gvxvdeba mocemuli sareklamo
gancxadeba
TvalSi
da
ramdenad
gvamaxsovrdeba
igi.
adamianebis didi raodenoba xedavs gare reklamas, gancxadebebs gzebze da satelefono cnobarebs; wardgenis sainformacio
vada.
esaa
saSualeba
periodi,
ganaTavsebs
romlis
ganmavlobaSic
reklamas.
is
umciresia
gazeTebisTvis da udidesia Jurnalebisa da satelefono cnobarebisTvis. misi xangrZlivoba aCvenebs ramdeni kviriT an Tundac, erTi TviT adre, unda dagegmos firmam Tavisi sareklamo kampania da gaiTvaliswinos araswori cnobebis gamoCena mudmivad cvalebad pirobebSi.
media saSualebebis kvlevis meTodebia:
interviu pirispir, romelic
iTvaliswinebs erTjerad kontaqts respodentebTan da Sesabamisad, iZleva parametrebis
statistikur
suraTs
kvlevis
mxolod
gansazRvruli
periodisTvis. paneluri kvleva gulisxmobs xangrZliv kontaqts erTsa da imave respondentTa paneluri aseve
jgufTan
kvlevebi
da
iZleva
gamoiyeneba
media-dagegmarebisTvis.
parametrebis
rogorc
paneluri
dinamikur
programebis kvlevebi
suraTs.
formirebisTvis,
SesaZloa
Catardes:
dRiurebis meTodiT da `fifalmetrebis~ saSualebiT.
media parametrebi. media parametrebs miekuTvneba: (RTG)reitingi
warmoadgens
SerCeuli
auditoriis
procentulad
gamosaxul nawils, romelic drois mocemul momentSi moixmars medias, igi ar iTvaliswinebs mayurebelTa dublirebas.
RATING POINT _ reitingis erTi erTeuli. igivea, rac 1% reitingi, anu reitingi Tavisi arsiT, saSualo sididea. GRPs – Ggross Ratring Points – aris yvela im reitingis jami, romelic mocemuli mediis sqemiTaa gansazRvruli. Frequency- aris sareklamo rgolis naxvis raodenoba. Reach\Frequency\GRPs GRP=REACH x FREQUENCY sareklamo kampaniis dagegmvisas, saWiroa im auditoriis momcvelobis dadgena
\romelic
naxavs
reklamas
“Reach”, aseve
TiTeul
individs
SerCeuli auditoriidan ramdenad SeuZlia naxos reklama – Frequency. miznobrivi auditoriis sareklamo kampaniis sruli momcvelobis suraTs iZleva GRPs. sareklamo
saSualebebis
dagegmvisa
da
Sesyidvisas
didi
mniSvneloba aqvs iseT sidides, romelic gamoiTvleba 1000 individis momcvelobaze daxarjuli Tanxidan CPT. igi gamoangariSeba sareklamo kampaniis
gansazRvruli
Tanxis
SefardebiT,
auditoriis
im
raodenobasTan, romelsac media-sqemiT moicavs da gamravldeba 1000-ze. ase mag. 10.000 / 2,000,000 = 0.005 x 1,000=5,00 aSS dol, CPT. CPT = cost / Population (‘000) aseve mniSvnelovania Rirebuleba reitingis erTeulisTvis Cost-PerRating-Point. Cpp,
aris
drois
fasi
gayofili,
SerCeuli
miznobrivi
auditoriis, saSualo reitingze. CPP aris 1% reitingis Rirebuleba. Tu SerCeuli
gadacemisTvis
15-wamiani
sareklamo
drois
fasi
1000
aSS.
dolaria, xolo am gadacemis reitingi specifikuri auditoriisTvis_ 10ia, maSin 1000/10=100 CPP.
rodesac gvaqvs ori gadacema an mediis ori
erTeuli, ufro efeqturia CPP-s nacvlad, CPT gamoyeneba. CPP = Cost / RTG magaliTad: auditoria: 100 individi – mozardebi 14+ kviris dReebi
A gadacemis auditoria
orSabaTi
10
samSabaTi
30(20+10)
oTxSabaTi
40(20+20)
xuTSabaTi
50(30+20)
paraskevi
20(5+15)
Average RTG = 10 + 30 + 40 + 50 + 20 / 5 = 30 Reach = 10 + 10 + 20 + 20 + 15 = 75 maSasadame, media-saSualebis SerCeva xdeba sami kriteriumis mixedviT: momcveloba - xalxis raodenoba, romlisTvisac aris gankuTvnili mimarTva; sixSire - ganmeorebiTi Cvenebis raodenoba; Rirebuleba 1000 kacze - media-saSualebis efeqturoba. xalxis
raodenobis
gamoiangariSeba
romelic
naxavs
mimarTvas,
yvelaze advilia saerTo momcvelobis mixedviT. am SemTxvevaSi, is igivea, rac
magaliTad,
romelime
telegadacemis
mayurebelTa
raodenoba.
Sesabamisad, Tu gadacema TveSi 4-jer gadis da mas yovel jerze uyurebs 100 aTasi kaci, maSin sareklamo mimarTvas naxavs TveSi 400 aTasi kaci. ufro konkretuli da zustiraodenobisTvis, saWiroa saerTo reitinguli ricxvis
(GRP)
warmoadgens
gaangariSeba,
yvela
romelic
potenciuri
gamoixateba
Cvenebis
jamis
procentebSi
namravls
da
auditoriis
raodenobaze. magaliTad, Tu erTi gadacemis savaraudo mayurebelTa raodenoba aris 500 aTasi, xolo relurad mas uyurebs 100 aTasi kaci, maSin
misi
reitingi
iqneba
20%,
xolo
Tu
sareklamo
mimarTva
am
gadacemaSi gavida 4-jer, maSin GRP iqneba 80%. reklamis damkveTebs surT, rom mimarTva naxos rac SeiZleba metma adamianma.
amitom
saWiro
gaxda
iseTi
ricxvis
gamoTvla,
romelic
gamoricxavs dublirebas. mas ewodeba wminda momcveloba, gamoixateba procentebSi da asaxavs auditoriis im raodenobas, romelmac erTxel naxa sareklamo mimarTva, drois garkveul monakveTSi. magaliTad, Tu erT-erT sakabelo televizias 10 ojaxSi aqvs dayenebuli tele-sazomi aparati, maSin mas SeuZlia gaigos 4 kviris ganmavlobaSi ramdenjer uyura
TiToeulma
ojaxma
gadacemas.
Tu
erTi
kviris
manZilze,
10
ojaxidan 4 _ uyurebs gadacemas, maSin misi reitingia 40%. Tu 4 kviris manZilze orma ojaxma saerTod ar uyura gadacemas, maSin misi wminda momcveloba iqneba 80%. Jurnalis SemTxvevaSi, daiTvleba mkiTxvelTa is
raodenoba, romelmac erTi statia mainc waikiTxa. miRrbuli cifri iyofa Jurnalis mkiTxvelis saerTo raodenobaze. sareklamo mimarTvis sixSiris grafikis Sesadgenad gamoiyeneba ori meTodi: 1) saSualo sixSire=GRP/wminda momcveloba (%); 2) upiratesi sixSire=saerTo /momcveloba/aradublirebuli momcveloba. mimarTvis ganTavsebis sixSiris gamoTvla 3 Jurnalis mixedviT. TiToeulSi mimarTva ganTavsdeba erTxel. cxrili #4. Jurnalebi mkiTxveli reitingi aradublirebuli gamocema mkiTxveli GRP 50 000 50.0 30 000 A 40 000 40.0 15 000 N 18 000 18.0 11 000 S sul 108 000 108.0 56 000 miznobrivi auditoria – 100 000 saerTo momcveloba _ 108 000 saerTo reitingi _ 108.0 aradublirebuli mkiTxveli _ 56 000 wminda momcveloba – 56.0 (56 000/100 000) saSualo sixSire 1,9 (108000/56000) an (108GRP/56.0) Tumca, SeiZleba aRmoCndes, rom erTma mkiTxvelma mimarTva waikiTxa 18-jer, xolo meorem 2-jer, saSualo sixSire gamodis 10, rac niSnavs imas,
rom
mimarTva
araTanabrad
nawildeba
mkiTxvelebs
Soris.
amis
gamosworeba SeiZleba mimarTvis xSiri gadanawilebiT, romlis magaliTi naCvenebia naxazze #5. xSiri gadanawileba sami Jurnalis magaliTze; TiToeuli mimarTva ganTavsdeba orjer wakiTxuli mimarTvebi
saerTo mkiTxveli miznobrivi ricxvi % 0 44 000 44.0 1 7 000 7.0 2 6 500 6.5 3 20 000 20.0 4 10 600 10.6 5 8 200 8.2 6 3 700 3.7 sul 100 000 100.0 56 aTasma mkiTxvelma, minimum, 1 mimarTva waikiTxa momcveloba = 56.0
#4. da #5. naxazebidan Cans, imisaTvis rom momcveloba iyos efeqturi ar aris
sakmarisi
mxolod
momcveloba.
media-gegmis
specialistebi
cdiloben daadginon mimarTvis gasvlis minimaluri sixSire manam, sanam auditoriis miznibrivi segmenti SeamCnevs reklamas. specialistebis
azriT,
adamiani
rom
mivakuTvnoT
`sasurvel
auditorias~ saWiroa, mas sareklamo mimarTva orjer an metjer hqondes nanaxi. efeqturi sixSiris misaRwevad unda moxdes momcvelobisa da sixSiris monacemebis erT parametrSi gaerTianeba, rac sakmaod rTulia. reklamis ekonomiuroba. sareklamo
damkveTisTvis media-gegmis
saSualebaSi
mniSvnelovania
specialistma
ganTavsebuli,
unda
sareklamo
kampaniis
gansazRvros,
mimarTva
moicavs
romel
miznobriv
auditorias maqsimalurad ise, rom danaxarjebi iyos minimaluri. amis gamoTvla
SeiZleba
ori
meTodiT:
1)
danaxarjebi
1000
kacze;
2)
danaxarjebi reitingul ricxvze. 1) magaliTad: gadacemas „RamisDSous hyavs 92 aTasi miznobrivi mayurebeli. am SouSi 30 _ wamiani sareklamo rgolis ganTavseba Rirs 850 dolari, maSin danaxarjebi 1000 kacze udris: CPM=(850/92000)*10000=9.24 dolari 2) „RamisDSous“ -is reitingi aris 12.0, maSin danaxarjebi reitingul ricxvze CPR=850/12=70.83 dolari specialistebi upiratesobas aniWeben bolo meTods. Tumca, orive meTods aqvs fardobiTi mniSvneloba, e.i. erTmaneTs unda Seudardes ori msgavsi
sareklamo saSualeba,
radgan
televizias
da
radios
Soris
miznobrivi auditoria iqneba gansxvavebuli.
gare reklamis efeqtianobis Sefaseba gare reklamis efeqtianobis SefasebaSi ,problemebi iwyeba gare reklamisadmi sxva mediebis
Sefasebis Cveul maCvenebelTa gamoyenebis
mcdelobidan. auditoriis mocvis OTS sididis Sefaseba ar iTvaliswinebs, rom TiToeul adamians misTvis Cveuli marSrutiT moZraobisas aqvs SesaZlebloba erTi da igive eqspozicia erTi dRis ganmavlobaSic ramdenjerme dainaxo, aseve ar iTaliswinebs SesaZlo gadakveTebs erTi da imave markis reklamasTan.
meore mniSvnelovani Rirebuli maCvenebeli _ CPT (Rirebuleba aTas kontaqtze) _ zomavs ara realuri kontaqtebis Rirebulebas, aramed kontaqtebis
SesaZleblobaTa
Rirebulebas,
romlebic
faqtiurad
SeiZleba arc ki Semdgariyo. SeuZlebelia obieqturad davafiqsiroT ara marto asobiT moZravi adamianis mzeris mimarTuleba, aramed maTi Tavis Semobrunebac ki. garda amisa, quCa adamianisaTvis potenciuri safrTxis gazrdili wyaroa. sxva saqmea _ saxli, televizoris win, sadac reklamas SeiZleba agvaSoros aduRebulma Caidanma an satelefono zarma. am da sxva SezRudvebis gacnobiereba ar Crdilavs mgzavrnakadebis gazomvebis
SedegTa
efeqturobaSi problemebSi
Rirebulebas.
kolosaluria. ufro
sxvaoba
gare
yuradRebiT
sxvadasxva
reklamis
Caxedva
adgilebis
auditoriis
saSualebas
gazomvis
gvaZlevs
maTSi
dadebiTi momentebic davinaxoT. erTi da imave adamianis reklamasTan ganmeorebiTi
Sexvedris
SeuZlebloba
kompensirdeba
imiT,
rom
ganmeorebiTi sareklamo kontaqtebiT aZliereben sareklamo zemoqmedebis efeqturobas, rac gaiTvaliswineba `bruto~ auditoriis gamoangariSebaSi. igive
gamoTvla
samarTliania
CPT-sTvisac;
Tu
romelime
kontaqti
faqtiurad arc Sedga, maSin sxva, realurad Semdgari kontaqtebi rCeba gauTvaliswinebeli. saSualebas
gazomvis
gvaZlevs
SecdomaTa
SevadaroT
es
ganTavsebis
urTierTkompensacia sxvadasxva
adgilTa
SefardebiTi efeqturoba. davuSvaT, gare reklama ar warmoadgens adamianebisaTvis quCaSi momatebuli yuradRebis sagans, magram igive SeiZleba iTqvas presisa da eTersi auditoriis Sesaxeb: ganTavseba `praim-Taim~-Si kidev ar aris auditoriis
momatebuli
yuradRebis
garantia,
amitom
potenciur
momxmarebelTa mocvis maxasiaTebeli da am mocvis Rirebuleba gare eqspoziciebis
gamoyenebis
dros
SeiZleba
televiziasa
da
presaSi
Rirebuleba
mdgomareobs
reklamis ganTavsebis SedegebTan SevajeroT. mgzavrnakadebis
Sesaxeb
monacemebis
agreTve imaSi, rom presisa da eTeris auditoriisagan gansxvavebiT isini SedarebiT
stabiluria,
ganicdian
SeiZleba
mravaljer
gamoyenebul
mxolod
kompaniebisas GRP –s gamosaangariSeblad.
iqnen
sezonur
meryeobebs
sxvadasxva
da
sareklamo
mgzavrnakadebis SeiZleba
daiyos
sazogadoebrivi
gazomvis
dros
ramdenime
transportis
yvela
kategoriad: erTeulebi,
potenciuri qveiTad satvirTo
mayurebeli
mosiaruleni, da
msubuqi
transporti. gazomva atareben reklamis teqstis garCevisTvis sakmaris manZilze
pirdapiri
xilvadobis
seqtoris
zonaSi.
sazogadoebrivi
transportisaTvis dadgenili sazomebis safuZvelze (dRe-Ramis dro da weliwadis dro) tardeboda iseTi koeficentebis koreqtireba, romlebic pasuxs agebdnen Sesabamis mniSvnelobebze. jamuri
auditoriaa
dReSi
gamoiangariSeba
arCeviTi
sazomebis
mixedviT monacemebis safuZvelze im koeficientebis gaTvaliswinebiT, romlebic gamoangariSebulia dRe-Ramuri dinamikis mareprezentirebuli drois intervalebis ganmavlobaSi mgzavrnakadebis gazomvis safuZvelze. damatebiTi
gazomvebi
kvirisa
da
Tvis
saSualebas
gvaZleven
gamoviyenoT
iseTi
sxvadasxva
dReebisaTvis
koeficientebi,
romelTa
safuZvelze gamoiangariSeba jamuri auditoria. aseTi sqemis Rirsebas warmoadgens grafikis Sefasebis sxva cdebis naklovanebaTa
gaTvaliswineba.
wyaroebis
erTi
nawili
eyrdnoba
moZraobis intensivobis gazomvas ara konkretul SeCveul adgils, aramed moZraobis monakveTze. magaliTad, gzajvaredinidan gzajvaredinamde, rac aTanabrebs
sxvadasxva
zomis
eqspoziciaTa
auditoriis
Sefasebas,
romlebic, rogorc Cans, ar aris Tanabari TavianTi momcvelobiT da RirebulebiT. sxva monacemebi ar iTvaliswineben qveiTad mosiaruleebs _ reklamis yvelaze yuradRebian mayureblebs. yvela arsebuli problemis daZlevaSi gvexmareba Camoyalibebuli moTxovna
gare
reklamis
efeqturobis
gazomvaTa
Sedegebze.
droTa
ganmavlobaSi is unda gveyos arsebuli gare eqspoziciebis umravlesobis regularul gazomvaTa proceduris SenarCunebazec. magram auditoriis mocvis monacemebi jer kidev ar Wrian mTavar sakiTxs: marTla daamaxsovrda miznobriv jgufs gare reklama, Tundac efeqturad ganTavsebuli
da iqonia kidec gavlena mis samomxmareblo
upiratesobaze? pasuxs am kiTxvaze gvaZlevs potenciur momxmarebelTa gamokiTxva specialuri proceduriT, romlebic avsebs mgzavrnakadebze dakvirvebas. am meTodebis kombinacia amJRavnebs kompleqsurad reklamis gavlenas, saSualebas gvaZlevs gamovyoT gare reklamis wili mocemuli
sasaqonlo
kategoriis
struqturis
markebze
formirebaSi.
konkurentebis gamocdileba,
rigSi, am
miznobrivi
garda
amisa,
markisadmi
gamocdilebiT
jgufis
irkveva
markis
damokidebuleba,
dakmayofileba
da
warmodgenaTa pozicia
misi
misi
moxmarebis
momavalSi
SeZenis
ganzraxvebi. irkveva sxvadasxva mediebSi konkretuli sareklamo aqciebis gavlena am maCveneblebze. aRiniSneba
gasakviri
Sesabamisoba
masobrivi
informaciis
saSualebebs Soris reklamis Zalis ganawilebisa da maT gavlenas Soris, markebze momxmarebelTa warmodgenaze, xolo Seusabamobis SemTxvevebi miuTiTeben im sareklamo wyaroebze, romlebmac ver Seasrules TavianTi Semagulianebeli
funqcia.
gare
reklama
ar
aris
lideri
naklebad
efeqturi mediebis siaSi, xolo warmoebisa da ganTavsebis SedarebiTi siiafe
xdis
mas
perspeqtiul
poligonad
sareklamo
koncefciebis
testirebisaTvis. ganTavsebis efeqturobisa da markis komunikaciuri efeqturobis monacemebis
Sejerebis
organizaciis centriT,
specifikas.
sadac
Sedegebi
avlenen
arseboben
qalaqis
qalaqebis
qalaqebi
praqtikulad
geografiuli
mkveTrad yoveli
gamoxatuli macxovrebeli
regularulad imyofeba centrSi da qalaqebi gamanawilebeli centriT, sadac mTavari magistrali subieqturad ar aRiqmeba macxovreblebis mier, rogorc kulturuli cxovrebisa da vaWrobis erTiani centri, maSasadame, ar moiTxovs iq regularul wasvlas.
magaliTad, moskovi miekuTvneba
meore tips, xolo sankt-peterburgi _ pirvels, rasac ar ityvi, maT ruqebze
daxedvisas.
am
specifikis
codna
mniSvnelovnad
aadvilebs
regionebSi gare reklamis media-dagegmvis amocanas.
media-baieris funqciebi media-gegmis
specialisti
adgens
media-miqss
da
irCevs
media-
saSualebebs, romlebic Seesabameba sareklamo mimarTvas. rac Seexeba media-saSualebebis Sesyidvas, media-gegmis Sesrulebas da Sefasebas, es evaleba media-baiers. mas aqvs ramdenime funqcia, riTac exmareba mediagegmis specialists. media-baierebi floben uaxles informacias sareklamo saSualebebis Rirebulebis
da
reitingis
Sesaxeb.
magaliTad,
sagazeTo
reklamis
specialistma
icis, Tu
rodis
gamoacxadeben gazeTis
TanamSromlebi
gaficvas. aman ki SeiZleba Secvalos gegmis strategia da taqtika. media-specialisti
irCevs
media-saSualebas,
xolo
media-baieri
irCevs mimarTvis konkretul matarebels (gadacema, Jurnali, gazeTi). Tavisi saqmianobiT media-baierma pasuxi unda gasces Semdeg kiTxvebs: Seesabameba Tu ara reklamis matarebeli miznobrivi auditoriis profils? gaizrdeba,
Semcirdeba,
Tu
ucvleli
iqnebaSerCeuli
programis
popularoba? ramdenad
Seesabameba,
magaliTad,
gadacemis
saerTo
Sinaarsi
savaWro markas? qmnis
Tu
ara
musika
televiziaSi
reklamisTvis
Sesaferis
atmosferos? ramdenad Seesabameba, gadacemis eTerSi gasvlis periodi, damkveTis produqciis gavrcelebis sistemas? media-dagegmarebaSi mniSvnelovani adgili uWiravs xarjebs. amitom media-baieris
funqciaa
awarmoos
molaparakebebi
media-saSualebebis
warmomadgenlebTan da maqsimalurad Seamciros ganTavsebis xarjebi. idealuria
SemTxveva,
roca
yvela
media-saSualeba
efeqturad
muSaobs, magram es iSviaTia. media-baieri valdebulia akontrolos mediagegmis
Sesruleba,
Secvalos
isini
gamoavlinos sxva
araefeqturi
media-saSualebebiT,
media-saSualebebi an
Seamciros
da
maTze
danaxarjebi. sareklamo
kampaniis
damTavrebisTanave,-
media-baierma
unda
gadaamowmos ramdenad Serulda dasaxuli mizani, e.i. reitingis done, auditoriis
momcveloba,
mimarTvis
gasvlis
sixSire
da
saerTo
danaxajebi. mis mier Camoyalibebul SeniSvnebs gaiTvaliswineben momdevno media-gegmis Sedgenisas.
3. reklamisO strategia sareklamo strategia yalibdeba ori mTavari elementisgan_ sareklamo mimarTvebi da reklamis saSualebebis SerCeva. didi biujeti jer kidev ar aris kompaniis warmatebis garanti. reklamis orma sxvadasxva damkveTma SeiZleba daxarjos erTi da igive Tanxa reklamaze, magram miiRos sruliad sxvadasxvagvari Sedegi. kvlevebma aCvena, rom warmatebulma sareklamo Setyobinebam SesaZloa metad gansasRvra reklamis warmateba, vidre daxarjuli Tanxis raodenobam. da am SemTxvevaSi mTavaria, ara biujetis sidide, aramed sareklamo mimarTvis efeqturoba, ramdenad miipyrobs igis momxmareblis yuradRebas da SemdgomSi daainteresebs.
3.1. sareklamo mimarTva mtkicebulebebi, romlebzec igeba sareklamo mimarTvis strategia unda iyos martivi da xelmisawvdomi, xazi unda gaesvas bazarze saqonlis pozicionirebis upiratesobebsa da ganmasxvavebel Taviseburebebs, romlebzec reklamis damkveTi isurvebda aqcentis gakeTebas. es strategiuli mtkicebulebebi Semdeg gardaiqmneba sareklamo mimarTvebad, rac arwmunebs momxmareblebs iyidosD saqoneli. am stadiaze mimarTvis martivi ideebi grandiozuli sareklamo kampaniad iqceva. Cveulebriv, scenaris an sxva sareklamo masalebis SemmuSavebeli da mxatvruli direqtori muSaobs erTad imisTvis, rac SeiZleba met SemoqmedebiT koncefcias muoyaros Tavi. imaTgan ki SemdgomSi `did idead~ gadaiqceva. SemoqmedebiTi koncefciis saSvalebiT SeirCeva sareklamo kampaniaSi gamoyenebul konkretul mimarTvaTa. sareklamo mimarTvas unda hqondes sami Tviseba. pirvel rigSi, is unda iyos mniSvnelovani da miuTiTebdes upiratesobebze. Mmeore_ mimarTva unda iyos damarwmunebeli da mesame _mimarTvaSi xazgasmuli unda iyos am saqonlis upiratesoba konkurentebis msgavs saqonelTan mimarTebaSi. magaliTad, majis saaTebis yvelaze mniSvnelovan upiratesobaa is, rom maTi daxmarebiT yovelTvis viciT zusti dro, Tumca saaTebis reklamaSi es iSviaTadaa moxseniebuli. piriqiT, saaTis mwarmoeblebi sareklamod irCeven sxvadasxva Temas, romelic Tavisi nawarmis ganmasxvavebel Taviseburebebs. wlebis manZilze firma Timex gvTavazobs misawvdom fasad saaTebs, romlic imsxvreva, magram mainc ganagrZoben wikwiks. firma Swatch ki piriqiT, xazs usvams daxvewilobasa da stils, maSin, roca Rolex mflobeli simdidresa da statusze akeTebs aqcents.
mimarTvis struqtura mimarTvis SemuSavebisas unda ganisazRvros sami struqturuli momenti. jer erTi, saWiroa SetyobinebaSi gakeTdes mkafio daskvna. kvlevebma gviCvena, rom mraval SemTxvevaSi, rodesac momxmarebeli dainteresebulia produqciiT, reklama amoqmeddeba ukeT, Tuki masSi davsvamT problemebs, amiT vaiZulebT mas Caufiqrdes mocemul markas
da Sesabamisad gaakeTos sakuTari daskvnebi. meore_ gadmovcemT mxolod argumentacias (rac moicavs) mxolod saqonlis Rirsebebs, an SevTavazebT damamtkicebel sabuTebs _ `momxmare~ da `mowinaaRmdege~ (davasaxeloT rogorc Rirsebebi, aseve naklovanebebi). Cveulebriv, savaWro prezentaciebis Catarebisas calmxrivi argumentacia ufro efeqturia Grda im SemTxvevisa, oca audotoria maRalganviTarebuli an kritikulad ganwyobilia. mesame_, unda gadawydes, rodis sjobia Zlieri argumentebis wayeneba mimarTvis dasawyisSi, Tu dasasruls. argumentacia Setyobinebis dasawyisSi aRagznebs msmenelis yuradRebas, magram SeiZleba migviyvanos uferul dasasrulamde. mimarTvis zemoqmedebis xarisxi damokidebulia ara mxolod mis Sinaarsze, aramed imazec, Tu rogor gamoiTqmeba. reklamis damkveTma Tavisi `grandiozuli idea~ unda gadmosces miznobrivi bazaris yuradRebis misapyrobad da interes gasaRviveblad. zneobrivi motivebi auditoriis samarTlianobasa da wesrigs ukavSirdeba. is xSirad gamoiyeneba raime sazogadoebrivi RonisZiebis mxardasaWerad. magaliTad, garemos an qalTa sworuflebianobis mxardasaWerad.
.
marTvis formati
Cveulebriv, reklamis Semqmnelebi xmaroben sayovelTaod miRebul formatebs. maTze SeiZleba isaubro, rogorc Sablonze, magram sasargebloa xelZRvanelobisTvis Setyobinebis momxmareblamde misatanad. yvelaze gavrcelebuli sareklamo formatebia pirdapiri mimarTva, demonstracia, Sedareba, problemis gadawyvetis saSualeba, scena cxovrebidan, rekomendaciebi an mowmobebi da raime satyuara. pirdapiri mimarTva _ es aris informaciuli sareklamo mimarTva, romelic ar Seicavs aranair xriks, emociur an specialur efeqts. magaliTad, erT-erTi sareklamo veb-gverdi ityobineba: `aq Tanamedrove, ganaTlebuli da uzrunvelyofili qalebi maTTvis saintereso yvela sakiTxze pouloben pasuxs~. am saits yovelTviurad naxulobs 2 milionze meti qali. demonstracia. demonstracia, pirdapiri da Ria tonis mixedviT fokusirebas axdens imaze, Tu rogor gamoiyeneba sareklamo obieqti, an ras gaakeTebs momxmareblisTvis. Sedareba apirispirebs or an met saqonels da amJRavnebs sareklamo-savaWro saqonlis upiratesobas. Sedareba SeiZleba iyos pirdapiri _ sadac moxsenebulia konkurenti, da iribi _ `sxva mowinave markebze~ dayrdnobiT. SedarebaSi, rogorc demonstrirebisas, gamoiyeneba principi _ `dainaxo niSnavs daijero~, mizani ki momxmareblis darwmunebaa. problemis acileba/gadawyveta. am formatSi mimarTva iwyeba problemis dasmiT, romlis gadawyvetasac emsaxureba mocemuli produqti. aseTi formatis variantia problemis gamosaxulebis siuJeti. piradi higienis da dazRvevis reklamebSi xSirad iyeneben problemis acilebis formats, saSiSroebis Setyobinebis formiT. scena cxovrebidan. es formati aris problemis gadawyvetis formatis SemuSavebuli versia, dramad. aq Cveulebrivi adamianebi
ganixilaven problemebs da pouloben maTi gadaWris gzebs. rekomendacia an mowmoba. am formatSi, momxmareblis ndobis mosapoveblad reklamaSi moyvanilia cnobili adamianebis azrebi, romliTac vixiblebiT, da specialistebis azrebi, romlebsac pativs vcemT. satyuara _ idumalebiT moculi da saidumlo sareklamo mimarTvebi, romlebic aqcentirebas ar axdens produqtze, an ar Seicavs saWiro informacias masze. satyuara aRagznebs axalgazrda adamianebis cnobismoyvareobas da mouwodebs saqonliT dainteresdebian. warsulSi kompaniebis umravlesoba mimarTvisa da sareklamo saSualebebisTvis gegmebs calk-calke amuSavebda. mimarTvis Seqmnis procesTan mimarTebaSi sareklamo saSualebis SerCeva xSirad meoradi iyo. SemoqmedebiTi ganyofileba qmnida gare sareklamo mimarTvebs. Semdeg sareklamo saSualebebis ganyofileba am mimarTvis miznobrivi auditoriisTvis gadasacemad irCevda reklamis matarebels. dRes masobrivi informaciis saSualebebisa, reklamis Rirebulebis mizanmimarTulma zrdam, marketinguli strategiebis mimarTulebis Seviwrovebam aamaRla sareklamo saSualebebis dagegmvis mniSvneloba. efeqturi sareklamo kompaniis Casatareblad saWiroa sareklamo mimarTvisa da saSualebebis harmoniuli SeTanxmeba.
3.2. reklamis fsiqologiuri aspeqtebi saerTaSoriso sareklamo praqtikaSi, fsiqologiuri zemoqmedebis gansazRvrisTvis, romlis Sedegadac momxmarebeli reklamis damkveTis sasurvel Sedegamde _ saqonlis yidvamde unda mivides, gamoiyeneba formula AIMDA sadac: Aention - yuradReba; I- Interesent - interesi; M- Motive - motivi; D- Desire – survili; A- Activity - moqmedeba. am modelis CarCoebSi igulisxmeba, rom mTlianad sareklamo kampaniis organizebis procesi da TiToeul sareklamo Setyobinebaze zegavlena, nawilobriv, yovelTvis unda daiwyos saqonelze momxmareblis yuradRebis mipyrobiT. Semdeg unda gaCndes saqonlis mimarT interesi. aucilebelia Seqmna (Tu jer kidev ar aris), an gamoacocxlo (Tu ukve iyo) saqonlis SesaZenad. motivi da bolos, aRZra survili da stimulireba misce moqmedebas saqonlis SeZenaze. Tumca, es formula ar gulisxmobs bevr mniSvnelovan fsiqologiur process, romelsac SeuZlia gaarRvios AIMDA-s jaWvis nebismieri rgoli. rgoli A – yuradReba. es aris gulisxmiereba drois mimdinare momentSi raRac obieqtze. Cven yuradRebis centrSi gvxvdeba yvelaferi, rasac vxedavT, gvesmis, vynosavT, vexebiT da a.S. yuradRebis zonaSi xvdeba yvelaferi, magram izidavs, Tavs uyris da akavebs yuradRebas mxolod is, rac, raRac Sinagani mizezis gamo, CvenTvis aqtualuri da aucilebelia. rgoli I _ interesi. es aris gansazRvruli moTxovnilebis aRmoCenis forma, orientaciaSi xelSemwyobi da axali obieqtebis gamomcnobi.
interesis zona TiToeul adamianSi individualuria da ryevisa da cvlilebebis midrekileba aqvs, romelic mTeli rigi Sinagani da garegani mizezebidan momdinareobs. amas Tan nebismier interess aqvs garkveuli droiTi da sivrciTi sazRvrebi. rgoli M – motive. TviT motivi aris wamqezebeli faqtori. mimzidveli motive an Tema, xdeba safuZveli mimarTvis SinaarsisaTvis, Tumca igi srulad ar iZleva saSualebas gamoviwvioTGgarkveuli sapasuxo reaqcia momxmareblis mxridan., erTi da igive moTxovnileba SeiZleba dakmayofildes sruliad gansxvavebuli saSualebebiT. Tu adamians sciva, misi moTxovnileba gaTbobaze, SeiZleba dakmayofildes Semdegi saSualebebiT: a) gasaTbobi saSualebis yidva; b) afrikaSi gamgzavreba; g) Tbili tansacmlis, sacvlebis an fexsacmlis SeZena; d) erTi Wiqa aryis daleva; e) saxlis gaTboba. erTi saqonlis Sesyidvis motivi emTxveva igive tipis nebismieri sxva saqonlis SeZenis motivs. adamians rom vubiZgoT gansazRvruli saqonlis SesaZenad (risTvisac aris reklama), motivis arseboba arasakmarisia. saqoneli, unda flobdes kidev sxva maxasiaTeblebs imis garda, rom SeuZlia, ubralod, daakmayofilos adamianis raRac moTxovnileba. rgoli D _ survili.es aris `qmediTi azri~ an `qmediTi fiqri~ SesaZleblobaze, raRacas flobde an rame ganaxorcielo. Cveni survilebi, rogorc wesi, CvenSive cnobierdeba da kontroldeba. igi gvaZlevs saSualebas, davsaxoT gzebi da saSualebebi, romelic migviyvans sasurvel Sedegebamde. gzebis dagegmvis procesSi da SesaZleblobebis Sefasebis dros, vrwmundebiT imaSi, rom `arc ise Zalian gvindoda~ an imaSi, rom `mizani ar amarTlebs saSualebebs~. Catarebulma gamokvlevebma gamoavlina saintereso faqti: sxvadasxva donis uzrunveyofis mosaxleobis fenebSi arsebobs gansxvavebuli midgoma TavianT survilebsa da aucilebeli SenaZenebis Tanafardobas Soris. mcireduzrunvelyofili mosaxleoba awon-dawonis Tavis survilebs pirvelxarisxovnobis, aucileblobis TvalsazrisiT da Semdeg adarebs maT erTmaneTs _ `me minda viyido saqoneli A, magram is CemTvis ar aris ise aucilebeli, rogorc sagani B, amitom me mas ar viyidi~. uzrunvelyofili mosaxleoba igrZnobs ra survils saqonlis Sesyidvaze, aZlevs SekiTxvas sakuTar Tavs: `marTla ase aucilebelia es sagani CemTvis?~ `ramdenad gaviioleb amis SeZeniT saqmes?~. ase rom, marto survilis arsebobas saqonlis SeZenaze, sruliad ar mihyavs adamiani mis Sesyidvamde. mTavaria, saqonlis yidvis survilis aRmoCenisas, dadebiTi emocia gamoiwvios uSualod am saqonelma da ara sxva ramem. rgoli A _ moqmedeba. ganzraxvis asrulebis gamJRavnebis forma da saSualeba, is uSualo moqmedeba, romelic aucilebelia saqonlis SesaZenad. SeiZleba gamovyoT sami faqtori, romelic gavlenas axdens saqonlis SeZenis saboloo gadawyvetilebaze. 1) saqonlis aucileblobis xarisxi _ es aris adamianis subieqturi moTxovnileba misdami; 2) miznis mimzidvelobis xarisxi, ris gamoc iZenen mas; 3) arsebuli SesaZlebloba, romelic aucilebelia miznis misaRwevad; moqmedeba yovelTvis konkretuli da individualuria. igi ganisazRvreba adamianis damoukideblobiT aisrulos esa Tu is
ganzraxva. rgoli A gulisxmobs agreTve: fulis gamomuSavebasa da Segrovebas saqonlis SesaZenad, drois gamoyofas mis Zebnaze, mis misaRebad saWiro Zalebs, Tu ramdenad mzadaa adamiani ganaxorcielos es qmedeba. iaponeli fsiqologebis azriT, Sesyidvaze gadawyvetileba yovelTvis miiReba adamianis subieqturi warmodgenis mixedviT _ Sinagani da garegani xarjebis Sesaxeb, romelic saWiroa saqonlis SesaZenad. fsiqologiuri xarjebis saerTo sidide gamomdinareobs SeZenili saqonlis an momsaxurebis xasiaTis, aucileblobis xarisxis mixedviT, mimdinare momentSi an momavalSi. miuxedavad imisa, rom adamiani saqonliT reklamis wyalobiT dainteresda, reklamis roli, am SemTxvevaSi didi ar aris. erTi, sityviT formulaSi AIMDA araferia naTqvami imis Sesaxeb, Tu rogor unda movxvdeT momxmareblis yuradRebis centrSi. arc imis Sesaxeb, Tu rogor gavakeToT ise, rom reklamirebuli saqoneli Cajdes adamianis gonebaSi; rogor moviqceT ise, rom saqoneli gaxdes mimzidveli da sasurveli, rom adamians ar daenanos Tavisi drois da fulis daxarjva saqonlis mosaZebnad da SesaZenad. motivaciebi, rogorc TviTon adamianis moTxovnilebebi, aseve samomxmareblo motivebi aris rTuli da mravalferovani. isini SeiZleba iyos Zlieri da susti da droebiT pozitiuri an negatiuri. arsebobs racionaluri, emociuri, zneobrivi motivebi. yvelaze arsebiTi motivebidan SeiZleba gamovyoT Semdegi: utilitaruli motivebi. Tu isini dominireben, momxmarebels, pirvel rigSi, daainteresebs saqonlis gamoyenebiTi maxasiaTeblebi: misi sagarantio vada, moxmarebis xangrZlivoba, swrafi da xarisxiani SekeTebis SesaZlebloba. sareklamo SetyobinebaSi upirvelesad, saWiroa xazi gaesvas iseT Tvisebebs, rogoricaa: saimedooba, mwarmoebloba, ekonomiuroba, gamoyenebis ubraloeba. esTetikuri motivebi. aq gansakuTrebuli yuradReba eTmoba nawarmis Sida da garegnul saxes: formis mimzidvelobas, ferebis originalur gadawyvetas, sxva sagnebTan harmoniuli Sexamebis SesaZleblobas. am SemTxvevaSi, reklamis mTavari amocanaa _ damaxasiaTebeli esTetikuri Tvisebebi da gamoiyeno Sesabamisi leqsika. esTetikur motivebs SeuZlia adamianebze dominireba. gansakuTrebuli adgili aseT sagnebs qalis cxovrebaSi ukavia. racionalurad mimarTuli strategia, gamoyenebuli esTetikuri motivebiT, ar gvimtyunebs. prestiJis motivebi. prestiJis motivebi mJRavndeba yvelaferSi: dawyebuli TvalSi mosaxvedri erTobliobidan _ `prestiJuli sagnebi~, romlis amocanaa, ubralod, aamaRlos mflobelis piradi statusi da damTavrebuli, cxovrebis stilis amorCeviT. msgavsebis miRwevis meTodebi. Tavisi arsiT is Zalian axlosaa prestiJis motivebTan da maT nairsaxeobasTan _ modis motivebTan. reklamaSi xSirad gamoiyeneba Semowmebuli meTodi, rodesac saqonels reklamas uwevs cnobili momRerali an sportsmeni. bevri momxmarebeli Cqarobs SeiZinos reklamirebuli saqoneli, rom dauaxlovdes Tavis kumirs an daemsgavsos mainc. tradiciis motivi _ ganpirobebulia sxvadasxva erisa da xalxis gansxvavebiT, nacionalur-kulturuli gansakuTrebulobiT. reklamis SemkveTis mTavari mizania momxmarebeli waaqezos SeiZinos
reklamirebuli saqoneli, nakeToba da momsaxureba. bunebrivia, aseTi miznebis misaRwevad, reklamis SemkveTi da reklamis Semqmneli iyenebs praqtikulad yvela SesaZlebel saSualebas da pirvel rigSi, fsiqologiur zemoqmedebas _ sugestias. rogorc ukve aRvniSneT, modeli AIMDA ekuTvnis modelebis jgufs, romelic orientirebulia potenciuri klientis gansazRvrul `neitralur qmedebaze~. reklamis WeSmariti xelovnebaa gamoavlinos motivebi ara suraTis Sesaqmnelad, aramed Sesaferisi suraTis sapovnelad. motivebi Zalian bevria. amave dros, ramdenime maTgani gvxvdeba imdenad xSirad, rom profesionali gamyidvli maT iyenebs `magiuri~ Selocvis saxiT. aseTs miekuTvneba franguli modeli SABONE. misi varaudiT, arsebobs ramdenime ZiriTadi mizezi, romlis gamoc xdeba saqonlis SeZena. esenia: S _usafrTxoeba; A _erTguleba; B _komforti; O _ siamaye; E _ siaxle. suraTze #4 warmodgenilia ramdenime fsiqologiuri modeli, romelic SedarebiT ufro xSirad gamoiyeneba reklamaSi.
Zemoqmede bis
AIMDA
ACCA
DIBABA
DAGMAR
leviji
mimarTule
ADD
da
ba
steineri
kognitiuri
yuradReb
yurad
moTxovnileb
markis
cnobilo
moTxovnilebi
i
a
Reba
is da
gamocnoba
bis
s
aRiareba
gaTviTcnobie
survilis gansazRvra afeqturi
interesi
aRqma
motivi
reba
saWiroebis
saqonlis
Sefardeba
xarisxis
winadadebasT
codna
codna
interesi
Sefaseba
an sugesturi
survili
darwmu
biZgi
darwmuneba
Sefaseba
neba
aucilebel
qmedeba
upirates
Sesyidvaze survili
oba darwmuneb a
konaturi
qmedeba
qmedeba
pirobebis Seqmna yidvisaTvis
Seyidva
Semoqmedeba mowoneba
czrili #5.1. sareklamo kampaniis mier Seqmnili fsiqologiuri modelebi fsiqologiri modelebi -ACCA, DIBABA, DAGMAR maRali xarisxiT, orientirebulia klienti daarwmunos, rom aucilebelad SeiZinos saqonlis. aseTi reklama gamoirCeva maRali agresiulobiT. aseT modelebSi gamoiyeneba prestiJis, msgavsebis miRwevis da utilitaruli motivebi. aRmoCenilia, rom ufro metad mimzidvelia reklama, Tu kadrebSi monawileobs qali da ra Tqma unda, lamazi, magram ufro kargia, Tu igi i Zalian lamazia. es gasagebicaa, radgan mamakaci Tavisi bunebis gamo, aucileblad miaqcevs yuradRebas lamaz qals. qalic, marTalia sxva sababiT, agreTve SeaCerebs mzeras sxva lamaz qalze. mimzedvelobis Zalis efeqti gaaCnia, agreTve bavSvebs, Semdgom_cxovelebs, gansakuTrebiT Sinaurs da mxolod maT Semdeg modis mamakacebi. yvela es personaJi unda iyos, ara marto Zalian lamazi, aramed metyvelic. maT qcevaSi unda darCes raRac uTqmeli, damafiqrebeli, warmomsaxveli imisa, Tu ra iqneba Semdgom. adamianis fsiqikaSi, mis qcevaSi ar aris erTnairi reaqciebi ama Tu im gamaRizianebli. interesi—gansazRvruli sagnisadmi gamoxatuli gulisxmierebaa, romelsac emociaTa erToblioba iwvevs. interesi aRmocendeba SemecenebiTi midrekilebis safuZvelze da ganviTarebis procesSi SeiZleba gadaizardos myar, pirad moTxovnilebad. reklamis amocanaa, momxmarebels aCvenos rom mas sTavazoben zustad im saqonels, romelsac SeuZlia gadawyvitos cxovrebis mniSvnelovani problemebi. aqedan gamomdinare ar arsebobs universaluri modeli, romelic gansazRvravs reklamis zemoqmedebas, momxmareblis fsiqikaze.
3.4. SemoqmedebiTi sareklamo
kampaniis
strategia
dagegmvisas
Zalian
didi
mniSvneloba
eniWeba
SemoqmedebiT mxares, romelic sxvadasxva aspeqt:T gamoixateba: SemoqmedebiTi naxtomi _ originaloba aris mTavari faqtori, rac droul
Sesatyvis
zemoqmedebas
moaxdens
momxmarebelze.
sareklamo
mimarTvis originalobas, rom mivaRwioT unda ganvixiloT ideisa da mTavari miznis ganzogadebis cnebebi. sareklamo industriis cnobili specialistis jeims-ueb umcrosis gancxadebiT, idea es aris azrebis axali kombinacia. igi amtkicebs, rom
`urTierTkavSiris xedvis unari
amaRlebs axal kombinaciaTa Seqmnis unars~. am SemTxvevaSi, idea _ azria, romelic
yalibdeba
ori,
adre
arsebuli,
urTierTdaukavSirebeli
koncefciisgan. Cveulebriv, ori sxvadasxva sagnis uSualo mezobloba gvaZlevs axal naxats, warmoqmnis axal urTierTdamokidebulebas da qmnis sagnebis xedvis axal saSualebebs. aseTi dapirispireba Cveulebrivs uCveulod gamoaCens da uCveulos _ Cveulebrivad.
mTavari idea, romelic gamoxatavs originalur sareklamo azrs, cvlis azrovnebis svlas da TvalTaxedvas. realuri asaxvis magier, SemoqmedebiTi idea sagans uyurebs sxva kuTxiT. magaliTad, britaneTis aviakompaniis reklamaSi TviTmfrinavis salonebi asocirdeba Sua udabnos mwvane oazisebTan. SemoqmedebiTi udevs
mTavari
strategias
koncefcia:
idea
_
yvela
SemoqmedebiTi
ganasaxierebs
ise,
rom
efeqtur
reklamas
koncefcia.
sareklamo
safuZvlad
igi
sareklamo
mimarTva
yuradRebas
ipyrobs, amaxsovrdebaT da mocemuli kompaniis yvela saxis reklamis damakavSirebel rgolad gvevlineba. reklama erTdroulad unda Seesabamebodes, rogorc SemoqmedebiT koncefcias,
ise
marketingis
mis
strategias.
strategiuli
Tumca,
gegmis
ena,
romelic
gamoiyeneba
SemoqmedebiTi
platformis
formulirebisTvis, bevr SemTxvevaSi, SemoqmedebiTi koncefciis enisgan gansxvavdeba. strategia da Semoqmedeba. sareklamo saqmianobaSi SemoqmedebiTi koncefcia,
xatovnad
diriJoris
mier
originalurobiT
rom
Sesrulebuli da
erTdroulad
vTqvaT,
strategiiT.
unda
unda
cekvavdes
musikis idea
pasuxobdes
ori
TanxlebiT.
SemoqmedebiTi
sxvadasxva
gamoirCeodes rom
originalurobis
iyos,
igi
moTxovnebs
(gansxvavdebodes sxvebisgan, iyos axali da moulodneli) da strategias (Seesabamebodes produqts da azrobriv momxmarebels). marto niWi aq ar aris
sakmarisi.
rigSi,
ras
iTvaliswinebs
strategia
mimarTulia
miznobriv
Semoqmedeba
SemoqmedebaSi? bazarze
da
pirvel unda
Seesatyvisebodes produqtis pozicionirebas. Semoqmedi reklamistisTvis mizanmimarTuleba
niSnavs
miznobriv
auditoriasTan
identificirebas.
sareklamo saqmianobaSi Semoqmedeba moiTxovs empaTiis gamovlinebas, anu auditoriis xasiaTis Rrmad Secnobas _ ras fiqrobs da ras grZnobs, ras afasebs da ras amCnevs. unars, romelic auditoriasTan identificirebas axdens, xSirad idea SemoqmedebiT Camoyalibebamde mihyavs. strategiis centrSi
unda
Semdgenelma,
iyos Tavi
miznobrivi im
auditoria
momxmareblis
da
adgilas
romelsac produqciis moxmarebis gamocdileba aqvs.
sareklamo unda
teqstis
warmoidginos,
teqsti
da
gamosaxuleba.
SemoqmedebiTi
adamianisTvis
ori
aucilebeli instrumentia mxatvruli saxe da teqsti. karg reklamaSi teqstis da saxis urTierTkavSiri muSaobs SemoqmedebiTi koncefciis warmodgenaze. Tumca, unda gvesmodes, rom sityvebi da gamomxatvelobiTi elementebi zemoqmedeben sxvadasxvanairad da reklamis mravalferovan efeqturobas
uzrunvelyofen.
adamianebi
araerTgvarovnad
reagireben
sityvebsa da gamosaxulebebze. zogierT adamians maRal doneze aqvs ganviTarebuli informacia
mxedvelobiTi
aiTvisos
SegrZneba,
saxeebiT.
sxvebs
SeuZlia metad
iazrovnos
aqvT
da
ganviTarebuli
verbaluri reaqcia da reagireben sityvebze. ufroxSir beWdviTi
SemTxvevaSi
reklamis
bolo
gamosaxulebis
gamokvlevebma
zemoqmedeba
gviCvena,
rom
Zlieria. sareklamo
gancxadebis mxatvruli saxe ufro metad izidavs mnaxvelis yuradRebas, vidre misi saTauri. mokled rom vTqvaT, Zlieri mxatvruli saxe meti damajereblobiT iwvevs momxmareblis interess. ufro metic, rac metia ilustraciis zoma, miT met yuradRebas iqcevs reklama. vizualuri
saxeebis
efeqturi
gamoyenebisTvis,
reklamis
Semqmnelebma yuradReba unda gaamaxvilon Semdeg sakvanZo momentebze: yuradReba,
swrafi
komunikacia,
damaxsovreba,
TvalsaCinoeba,
savaWro
markis damaxsovreba da misi gansxvaveba. pirvel rigSi, vizualuri saxe ufro Zlier ufro
ipyrobs
swrafad
yuradRebas, meore rigSi_ilustracia
gadascems
Setyobinebis
azrs.
sityvaze
gamosaxuleba
aRiqmeba
momentalurad, maSin, roca teqsturi informacia unda gaiSifros sityvasityviT. da bolos, gamokvlevebma aCvena, rom vizualuri saxeebi ufro advilad dasamaxsovrebelia, vidre teqsturi, Tumca, isic aucilebelia; Semaxsenebeli reklama, an reklama, romelic mimarTulia savaWro markis imijis
Camosayalibeblad,
STabeWdilebaze Semqmnelebi vizualur
da
xSirad
xSirad
masTan
dakavSirebul
yuradRebas
elementebze
_
aqcents
amaxvileben
gamoyon
msgavsi
akeTebs
vizualur
asociaciaze; sareklamo
reklamis
Setyobinebis
produqtebisagan,
romlis
mimarTac momxmarebeli interess ar amJRavnebs. yvelaze ganmasxvavebeli vizualuri sintaqsiT xasiaTdeba adamianis saxis elementebi da mTlianad aRsaqmelia,
da
yvela
im
saxe. adamianis saxe gansakuTrebuli
kanonzomierebisgan
gansxvavdeba,
romelic
nebismieri sxva obieqtis aRqmisas warmoiSoba. yvela sxva obieqti, Tu is tipiuria
an
Cveulebrivi,
ufro
sworad
is
hgavs
adre
nanax
nimuSs,
advilad aRqmadi da SesamCnevi xdeba. adamianis saxis aRqmis an gamocnobis dros, SesamCnevi xdeba sawinaaRmdego suraTi_ sxvebisgan gansxvavebiT, originaluri
an
aratipiuri
ukeTesi
dasamaxsovrebelia
da
ukeT
gamoicnoba, vidre tipiuri. arsebobs Tavis zomasTan SefardebiTi sintaqsi: rac
ufro
didia
Tavi
tanTan
SedarebiT,
miT
metia
figuris
ganmasxvavebeli Zala da misi miziduloba. gasagebi mizezis gamo qalis sxeulis
sintaqsi
flobs
did
ganmasxvavebel
Zalas,
vidre
mamakacis
sxeuli. Tumca, mamakacis saxis elementebi bevrad `Zlieria~ aRsaqmelad da gansasxvaveblad, vidre _ qalis. . gansakuTrebul
mZlavr
vizualur
sintaqss
warmoadgens
feri.
sxvadasxva feri flobs gansxvavebul asociaciebs da emociur Zalas. Tumca,
reklamis
dekoratiul
Semqmnelebi
saSualebas.
feri
fers
ZiriTadad
gamodis
maRali
iyeneben,
rogorc
emociuri
sintaqsis
rolSi, romlis gavleniT upiratesoba gansxvavebul saqonels mieniWeba. saintereso gamokvleva Catarda 1992 wels , kaliforniaSi _ bavSvebs, 5dan 12 wlamde, amosarCevad SesTavazes erTi da igive sakvebi, romlebic erTmaneTisgan mxolod feriT gansxvavdeboda: wiTeli, yviTeli, mwvane da narinjisferi. aRmoCnda, rom miuxedavad bavSvebis wlovanebisa,
arCevani
ase ganawilda: pirvel adgilze _ wiTeli, meoreze _ mwvane, mesameze _ narinjisferi da meoTxeze _ yviTeli. ferebi gavlenas axdens sagnis zomis
aRqmaze.
magaliTad,
lurjad
da
mwvaned
SeRebvac
SedarebiT,
amcirebs sagnis zomas. wiTeli, narinjisferi, yviTeli da TeTri _ adidebs. wiTlad SeRebili oTaxi ufro didad aRiqmeba, vidre mwvaned SeRebili. feris ZiriTadi amocana, rogorc sintaqtis, aris: reklamis yvela
vizualuri
mTlianobaSi.
es
elementis fonis
feris
gaerTianeba SerCeviT
struqturul-kompoziciur miiRweva.
efeqturia
feris
ganmasxvavebeli Zala konturebisa da CarCoebis Seqmnisas. wiTeli foni flobs
did
ganmasxvavebel
Zalas,
Tu
masze
moTavsebulia
msxvili
figurebi. es niSnavs, rom mcireSriftiani teqstis wakiTxva wiTel fonze ufro rTulia, vidre mwvaneze an lurjze, xolo msxvilSriftiani teqsti
yvelaze kargad aRiqmeba swored wiTel fonze. Sav-TeTri gamosaxuleba an teqsti mocemul CarCoebSi SeimCneva yvelaze cudad, magram Tu SeimCna, udides zemoqmedebas axdens. feri zemoqmedebs mxolod kompleqsSi asos an
niSnis
formasTan
erTad.
wiTeli
asocirdeba
maRali
xarisxis
potenciur saSiSroebasTan, meore adgilzea mwvane, Semdeg Savi da TeTri ferebi. yvelaze kargi aRsaqmeli da dasamaxsovrebelia gamafrTxilebeli warwera wiTeli samkuTxedis SuaSi. warweris gamoyeneba aseTi saxiT `benzini _ ar moswioT~ Sefasda, rogorc naklebad dasamaxsovrebeli, Tumca bevrad informaciuli da damajerebeli mokle warweris gamoyeneba: `benzini~, `sawamlavi~ fasdeba nakleb informatiulad, magram yvelaze dasamaxsovrebelia.
naklebad
efeqturi
aRmoCnda
Sav-TeTri
pirobiTi
kvlevam,
sigaretis,
niSnebi da warwera: `ar moswioT~, `ar SexvideT~. gamafrTxilebeli
warwerebis
analogiurma
ludis da nayinis SefuTvebze, gvaCvena, rom am
warwebis ganTavsebam,
Tundac, ufro gamosaCen adgilas da maTi gamoyofisaTvis sxvadasxva sintaqsuri
xerxebis
damokidebuleba
gamoyenebam
saqonlisadmi
(feri, ar
xazgasma, Secvala.
CarCo) maT
myidvelis ar
aqvT
gamafrTxilebeli Zala. vizualuri piqtogramebi ki, magaliTad: adamiani yelze xeliT (nayini); msuqana, romelic Tavis mucels Zlivs ezideba (ludi); kibos rendgenis suraTi (sigaretis safuTavze) _ sakmaod Zlier gavlenas axdens myidvelis qcevaze. teqsti, rogorc wesi, gamoiyeneba xuT SemTxvevaSi: 1)rTuli sareklamo Setyobinebis SemTxvevaSi, teqstis Tanxleba metad sasargebloa, radgan specifikuri sityvebis da terminebisramdenjerme gadakiTxvis saSvalebas iZleva. 2) iseTi ,saqonlis reklamirebis dros, romlis SesaZenad saWiroa momxmareblis aqtiurad Cabma _ winaswari mofiqreba, gansja da arCeva. am SemTxv evaSi, rac met informacias Seicavs reklama saqonelze, miT maRalia reklamis damajerebloba. 3)informacia,
romelic
saWiroebs
gansazRvras
an
aRweras,
aseve
ukeTesad gadmoicema verbaluri saSualebebiT. 4)Tu reklama produqciis xarisxs ukeT aRwers abstraqtuli cnebebis saSvalebiT, vidre
gamomsaxvelobiTi elementebiT.
5)da bolos, slogani exmareba gamoxaton ZiriTadi frazebi, romelic zegavlenas
axdens
savaWro
markis
imijis
Camoyalibebasa
da
misi
maxasiaTeblebis damaxsovrebaze. teqstis Sedgena: reklamaSi, rogorc SemoqmedebiTi moRvaweobis sxva
sferoSi,
gvxvdeba
kargi
da
cudi
teqsti.
adamiani,
romelic
moargebs da gamoZebnis sityvebs reklamisTvis kofpiraiteri (teqstis Semdgeneli) hqvia. aseTi adamianebis ZiriTadi saqme _ enasTan muSaobaa. sareklamo eyrdnoba
mimarTvis
miznobrivi
koncentrirebas
swori
auditoriis
axdens
tipiur
tonis
SesarCevad,
ZiriTad
kopiraiteri
maxasiaTeblebs,
momxmarebelze.
Tu
piradad
magram icnobs
adamians, romelic Seesabameba miznobrivi auditoriis daxasiaTebas, is teqstis werisas orientirebulia masze. kargad aris cnobili iseTi Sablonuri teqstebi, romelic ara erTi parodiis Tema gamxdara. isini iwereba formulaze, romelsac hqvia kliSe, trafareti da Sedgeba gadaWarbebuli, zedmeti frazebisa da uxeSi ganzogadebisgan. mag: `dRes Cven gTavazobT xarisxs, romelsac didi
xania
mkvexara
elodebiT
stilSi
_
da
Sedgenili,
xelmisawvdom romelic
fasad!~
viTomda
maRalfardovan,
dawerilia
kompaniis
saxeliT. rogorc wesi, aseT reklamas axasiaTebs maRalfardovani stili da rogorc gamokvleva gviCvenebs, yvelaze sustad zemoqmedebs sxva danarCen beWdviT reklamebTan SedarebiT. sareklamo trafaretebis problema imaSia, rom erTi SexedviT, TiTqos gamoiyureba da JRers ise, rogorc saWiroa,. magram adamianebi swrafad
eCvevian
maT
winaswarmetyveluri
_xdeba
stiliT
reklamis
Sedgenil
gadaxarisxeba
sareklamo
daAAam
gancxadebebs
auditoria iwunebs. . racionaluri saqonlis
da
kategoriis
emociuri asaxvis
zemoqmedebis
garda,
strategia.
iTvaliswinebs
reklama
momxmareblis
racionalur da iracionalur aRqmis aspeqtebs. `magari~ gayidva – es racionaluri an informaciiT gajerebuli daJinebuli (Tavsmoxveuli) sareklamo
brunvaa,
romelic
SemuSavebulia
momxmareblis
gonebaze
zemoqmedebisTvis da mis reaqciaze dafuZnebul logikaze. am midgomas xazs usvams materialurad sagrZnobi produqtis faseuloba da misi
upiratesoba.
`rbili~
gayidva
iyenebs
emociur
brunvas
an
saxes
da
miiswrafis gamoiwvios reaqcia, romelic yalibdeba damokidebulebebze, guneba-ganwyobilebaze, ocnebebze, SegrZnebebsa da emociur mowodebebze. `rbili~ gasayidad.
gayidva
erT_erTma
gamoiyeneba kompaniam
xangrZlivi
gamouSva
moxmarebis
avtomobilis
saqonlis
saTadarigo
nawilebis emociuri reklama, romelzec gamosaxuli ZaRli rkinigzis gadasasvlelze zis da cdilobs daamuxruWebinos moaxloebul satvirTo avtomanqanas
rom
matareblis
dajaxeba
Tavidan
aacilos.
aseT
gulisgamgmirav reklamas axlda slogani _`mxolod imitom, rom sxeulis yvela nawili saWiroa~. metwil
sareklamo
brunebSi
gamoiyeneba
racionaluri
da
emociuri kombinaciis zemoqmedeba or ZiriTad literaturul stilSi: `leqciebi~ da `drama~. `leqcia~ _ seriozuli, Tanmimdevruli, zepiri instruqcia,
romelic
pirdapir
auditorias
mimarTvas.
Tu
aseTi
leqciebia suleluri ar aris, maSin didi upiratesoba aqvs. misi warmoeba ar aris Zviri, kompaqturia da Zalian male iZleva Sedegs. wamebSi SeiZleba CamoTvalo gayidvis aTeulobiT adgili, aarCio da miuTiTo ukeTesi, maSin roca `dramis~ Sedegi
mxolod mayurebelTa daskvnebzea
damoukidebeli. komerciuli
winapiroba:
komerciuli
brunva,
anu
komerciuli
winapiroba, rogorc zemoT vTqviT, SeiZleba orientirdes saqonelze an momxmarebelze.
pirveli
koncefcia
eyrdnoba
produqts
da
mis
gansakuTrebulobas, an mis niSan-Tvisebebs. strategia,
romelic
orientirebulia
potenciur
an
arsebul
momxmarebelze, aqcents akeTebs maT saWiroebasa da moTxovnilebebze, gamoiyenebs emociuri da racionaluri aRqmis efeqts da gasarTob stils. emociuri
mimarTvebi
zemoqmedebs
iseTi
fsiqologiuri
faqtorebiT,
rogoricaa SiSi, siyvaruli, siamaye, socialuri statusi, mada, sqesi, danaSaulis
da
keTilmowyoba
udanaSaulobis da
grZnoba,
ekonomiuroba.
pasuxismgebloba,
gasarTobi
stili
nostalgia,
moicavs
dramis
xerxebs, iumors da operetas, romelic ganapirobebs sareklamo mimarTva silamazes da momxibvlelobas matebs. racionaluri orientirebulia
komerciuli
potenciur
winapiroba
momxmarebelze,
strategiaSi, gamoxatavs
romelic
upiratesobas,
dapirebas,
yidvis
mizezebis
dasabuTebas
da
unikalur
savaWro
winadadebebs. mxardaWera. gamoiyeneba strategiaSi da orientirebulia rogorc produqtze, ise momxmarebelze. romelic
aucilebelia
es aris dadastureba an damtkiceba,
komerciuli
winapirobis
utyuarobisTvis.
miuxedavad komerciuli winapirobis tipisa, romelsac iyenebs reklamis ganmTavsebeli, momxmarebels misi logikuri gaanalizebis unari unda hqondes.
komerciuli
mtkicebulebebs
winapirobis
an
umetesi
nawili
axsna-ganmartebebs
moiTxovs
faqtebs,
sareklamo
mimarTvis
Semoqmedebis
aucilebeli
utyuarobisTvis. erTianoba
da
Semoqmedeba.
efeqturi
principia reklamis Semadgeneli nawilebis simbiozi _ verbaluri da gamomsaxvelobiTi elementebis, strategia da misi realizaciis Serwyma. reklamis eqsperti jeims mara aRniSnavs: `reklama, romlis sxvadasxva elementebierTmaneTTa momxmarebels~.
ar
aris
marketinguli
ndakavSirebuli,
komunikaciebis
xSirad,
ver
integrirebis
xiblavs
ganviTareba
ufro met mniSvnelobas aniWebs erTianobas. rac metia aSkara niSniT msgavsia elementebi,
miT metia misi erT
mTlianobaSi aRqmis albaToba. erT mTlian struqturaSi erTiandeba e.w. `kargi~ formis aRsaqmelad `mosaxerxebeli~ Tvisebebis mqone elementebi. erTi siswrafiT an erTi traeqtoriiT moZravi bevri elementi, aRiqmeba, rogorc
erTi
obieqti.
es
wesi
miRebulia
maSinac,
roca
obieqtebi
uRviZebs
adamians,
uZravia, magram moZraobs damkvirvebeli. arasruli
elementebi
da
dausrulebloba
survils, maT, gansazRvruli individualuri da piradi midrekilobebis Sesabamisad,
sakuTari
Semadgenlobis
interpretacia
individualuri
gaukeTos.
interpretaciis
ganusazRvreli
SesaZlebloba
ipyrobs
yuradRebas da dainteresebas iwvevs. yvelaze ubralo da popularuli meTodi yuradRebis misaqcevda aris `ai-stopper~-i, rac niSnavs `mzeris SemaCerebel elements~. saerTod iTvleba, rom igi yvelaze did yuradRebas ipyrobs. reklamaSi arsebobs mTeli rigi sareklamo formulebia, romelic reklamis damzadebasas gamoiyeneba.
maT
ricxvSi
Sedis:
pirdapiri
faqtiuri
mimarTva,
demonstracia, Sedareba, iumori, problemis gadawyveta, rgolebi cnobili adamianebis da eqspertebis monawileobiT. SemoqmedebiTi
strategiebiT
sareklamo
samyaro
zRapruli
qveyanaa. es aris niWierad mogonili `Marlboro~-s qveyana, sadac mTavari mamaci, lamazi
kovboia. samagaliTo sufTa
sareklamo teqsti: `aris
dedamiwaze qveyana, sadac adamiani ise cxovrobs, razec danarCenebs mxolod iocneba SeuZliaT. aq cxenebis rema dahqris ukidegano sivrceSi... `marlbolos~ samyaro sazRvrebis gareSe, keTili iyos Tqveni mobrZaneba qveyanaSi, sadac ibadeba Tavisuflebis surneli! keTili iyos Tqveni mobrZaneba `marlboros~ qveyanaSi~. da mizani am brwyinvale zRaprisa, mxolod is aris _ gayidon kidev erTi kolofi sigareti. reklama – tvirTavs produqts simboluri RirebulebebiT, Cvenc vyidulobT ukve ara Tmis saRebavs `Wella~, ara sacxs nazi kanisTvis `L’oreal Paris~-sgan, ara misawebebel wamwamebs `Max factor~-sgan, ara mamakacis dezodorants `Denim~-sgan, aramed silamazes CvenTvis. reklama
mowodebulia
Cveni
cxovrebis
idealizaciisTvis.
Jurnalebidan, televizoris ekranidan Cven gvicqerian mSvenieri gogonebi, vaJkacuri mamakacebi. mTeli is samyaro, sadac isini cxovroben aris zRapruli da sasixarulo. es dResaswaulis samyaroa, iq qertlze da kariesze seriozuli problema ar arsebobs. brwyinvale
`ai-stopperi~
hqonda
amerikul
firmas
`Thilmony~,
romelic sxvadasxva produqtis SefuTvebs amzadebda. ferad fotoze: bananidan moCans simindis ulvaSi, limonidan gadmodis qvercxis guli, qoqosis
kakalSi
pomidoria,
berZnul
kakalSi
ki
limoni
da
slogani:L`buneba ar uSvebs SefuTvaSi Secdomas~. magaliTad, popularul Jurnals, sadac 1kv. sm. sareklamo farTi uzomod Zviria, ucbad xedavT, saerTod, cariel furcels, ra aris es? poligrafiuli Secdoma? ara, es aris `ai-stopperi~. furclis bolos uwvrilesi yuradRebas~. miiqcies.
minaweri:
`folcvageni’’
marTalia
cotaTi
pataraa,
magram
yovelTvis
mogatyues,
magram
Tqveni
iqcevs
yuradReba
aucilebelia iyos
gaviTvaliswinoT,
eTikuri
unda
da
obieqti.
`ai-stopperad~
Tavisi
rom
`ai-stopperi~
SinaarsiT
SeiZleba
ar
aucileblad
gadafaros
mogvevlinosiqnes
sareklamo
cnobili
adamiani,
radgan igi momentalurad iqcevs yuradRebas. magaliTad, tom kruzi ukeTebda reklamas mzis saTvales, risTvisac miiRo 1 mlrd. $. sindi kroufordi avtomobilis reklamis yoveli wuTisTvis iRebda 40 aTas $-s. maradona
–
1
tarebisTvis.
mln-s
Coca-Cola-sagan
da
cnobili
adamianebidan
maikl
misi
Ruma-sagan jordani
bucebis
absolituri
rekordsmenia. is iRebda yovelwliad 33 mln. $-s kalaTburTis TamaSiT da
sareklamo
kompania
`Nike-m
SemosavalTan jordanis
erTad,
es
atributikiT
Tanxa
udrida
damSvenebuli
100 2,6
milions.
mlrd.
$-s
produqcia gayida. saerTo jamSi, yvela produqti, rasac is reklamas ukeTebs, mxolod 1999 wels. 10 mlrd.$-is gaiyida. ssrk-is
yofili
reklamas, risTvisac
prezidenti
gorbaCovi
– pizza Hut-s
1 mln. $ miiRo. katrin denevi aTeuli
ukeTebda
wlebia, rac
`iv seloranis~ saxlis saxea. odri hepberni iyo `JivanSis~ saxlis saxe. sidni kroufordi _ revlonis~, liz harli _ `este lauderis~, Juliet binoSi
_
`lankomis~.
amgvarad,
SemoqmedebTi
midgoma
aZlierebs
strategias, romelic devs gzavnilis safuZvelSi, ipyrobs yuradRebas da reklamas dasamaxsovrebels xdis. saqonelSi, erTi raRac Tviseba an maxasiaTebeli aris upiratesi, sxva Tvisebebis, an maxasaTeblis xarjze, radgan maTi erTdroulad arseboba SeuZlebelia. rac ufro tkbilia, ufro umarilioa; rac ufro mtkicea qsovili, miT ufor dabalia haerSeRwevadoba; rac ufro Txelia windebi, miT ufro male ixeva da a.S. amitom diferencirebuli reklama, pirvel rigSi, mowodebulia xazi gausvas saqonlis xarisxs da Tvisebebs, riTac igi gansxvavdeba sxva danarCeni, msgavsi saqonlisgan. zustad saqonlis am gansakuTrebulobas SeiZleba hqondes mastimulirebeli Zala. gansakuTrebul rols diferencirebuli reklama iZens im SemTxvevaSi, rodesac
momxmarebeli
irCevs
saqonels
_
analogiuri
saqonlidan.
yvelaze xSirad diferencirebuli reklama gamoiyeneba saqonlis iseT
kategoriebSi,
rogoricaa:
parfiumeria,
kosmetia,
wamlebi,
sayofacxovrebo teqnika. sareklamo mimarTvaSi
aRsaniSnavia argumentaciis ori meTodi:
logikuri da fsiqologiuri. logikuri
meTodi
mivmarToT
Cveni
Segnebis
racionalur
sferosaken. am meTodiT reklamisti uTiTebs momxmareblisTvis nacnob, romelime
problemaze
da
aqve
sTavazobs
mis
gadawyvetas:
`Tqven
gulZmarva gaqvT? iyideT preparati `a~. Tqven Jangiani abazana gaqvT? iyideT fxvnili `b~. sqema ubraloa, magram `muSaobs~. _ problema gaqvT? gadawyveta martivia_ iyideT... ~ fsiqologiuri
meTodi
apelirebs
azrze,
grZnobaze
da
interesebze. aq reklama mimarTulia Cveni SegrZnebebis emociur sferoze. is ufro `gaadamianurebulia~, is cdilobs daarwmunos momxmarebeli, rom misi winadadeba daakmayofilebs mis individualur interesebs. `Tqven gindaT iyoT lamazi? gindaT rom mamakacebi gaRmerTebdnen? amaze
advili
araferia
_
SeiRebeT
Tmebi
`velakoloriT~
da
Tqven
Seudarebeli iqnebiT~. Tqven arasasiamovno sunTqvis problema gaqvT? amis gamo
problemebi
gaqvT
urTierTobaSi?
iyideT
`orbitis~
pitnis
tabletebi. sasiamovno sunTqva aadvilebs urTierTgagebas’’. bolos aris kidev fsiqologiuri argumentaciis erTi moqmedi meTodi _ `xalxs~. sareklamo praqtikaSi es ase warmogvidgeba: yvela iyenebs
am saqonels
meqanizmi.
_
momxmarebeli
Tqven?
aq
eyrdnoba
SesaniSnavad ara
Tavis
muSaobs
konformizis
msjelobas
saqonelze,
aramed, xalxisas. konfromizmis lozungia: `iyavi iseTi rogoric yvelaa~. magaliTad, macivar `stinolis~ reklama: is iyida remdenime milionma adamianma. gauxmovanebeli kiTxva: ratom CamorCi sxvebs?~. an `axali Taoba irCevs `pepsis~, Tu Tqven ekuTvniT axal Taobas, ratom yoymanobT? es Cveulebrivi apelaciaa `xalxis~ tipze. sareklamo
praqtika
gviCvenebs,
rom
fsiqologiuri
apelaciebi
ufro warmatebulia. es ar niSnavs, logikuri meTodis ignorirebas. ukeTesi SerwymiT.
efeqti
miiReba,
logikuri
da
fsiqologiuri
argumentebis
argumenti
_`saSeni
masala~
faqtebia,
anu
saqonlis
realuri
upiratesobis damtkiceba. magaliTad, saponi `Safeguard~ 80%-iT ukeTesad spobs baqteriebs. kbilis pasta `Colgate~ aTeTrebs Tqven kbilebs da iqvea damtkiceba: xuTi wamis win gogonas kbilebi Cais vardis feri iyo, axla ki – TeTri. erTi sityviT, reklamis SemkveTi unda ecados, saqonlis saxeSi gaerTiandes sxvadasxva fsiqologiuri Rirebulebebi ise, rom saqonelSi gasagndes reklamis momxmareblis potenciuri moTxovnilebebi. saxli, romelSic cxovrobs adamiani, fsiqologiuri gagebiT, sruliad ar aris is dgili, sadac igi uSualod cxovrobs. misiMaqtualuri
moTxovnebi
saxlia is, sadac realizdeba
Tavdacvaze,
siwynareze.
yvelaferi
es
gamoiyeneba iseT saqonlis reklamebisas, rac dakavSirebulia saxlTan. momxmareblisTvis
mTavaria
ara
is,
rasac
mwarmoebeli
`debs~
Tavis saqonelSi, aramed is, rasac igi iRebs saqonlisgan. sareklamo saqmis
klasikosma,
Teodor
levitma
gonebamaxvilurad
aRniSna:
`momxmarebeli yidulobs ara burRs, meoTxedi diumis diametriT, aramed imave
diametris
gansazRvruli
xvrels~.
fsiqologiur
rac
ufro
procesebze
srulyofilia zemoqmedebis,
reklama, potenciuri
momxmareblis Tvisebebisa da mdgomareobis TvalsazrisiT, miT ufro swafad miiRweva reklamis mizani da emTxveva dasaxul mizans: Seqmnas da SeinarCunos saqonlisadmi interesi.
2.3. sareklamo kvleva da efeqtianobis Sefaseba sareklamo kvlevis etapebis Tanmimdevruloba termini
`sareklamo
kvleva~
sakmaod
farToa
da
gulisxmobs
kvlevas,
romelic tardeba sareklamo procesis yvela stadiaze: 1) sareklamo strategiis
SemuSavebis stadiaze pasuxi unda gaeces Semdeg
mravalricxovan SekiTxvas: ras warmoadgens bazari? rogoria momxmareblis survilebi?
rogoria
konkurenciis
bazarze sareklamo Setyobinebam?
done?
ra
informacia
unda
rogor vapirebT amorCeuli
miitanos segmentis
dapyrobas? 2) reklamis Sesrulebis kontroli. reklamis Seqmnis stadiaze gamoiyeneba ori
saxis kvleva:
a) kvleva mimarTulia informaciis miRebaze, romelic stimuls miscemda SemoqmedebiT
koleqtivs
da
daexmareba
mas
gaigos
da
Seiswavlos
momxmareblis ena. b) SemoqmedebiTi koncefciis kvleva_ideis, monaxazis, videomasalebis, sityvis da a.S. raTa gairkves ramdenad SeZleben isini gansazRvruli SemoqmedebiTi strategiis ganxorcielebas. 3)
winaswari
testireba.
gulisxmobs
reklamis
ideebis
Sesworebas
da
warmoadgens sareklamo kvlevis metad winaaRmdegobriv etaps. 4) sareklamo kampaniis Sefaseba. kampaniis Sefaseba gulisxmobs treningkvlevis Catarebas, romlis ZiriTadi amocanaa miRebuli Sedegebis analizi. sareklamo kvlevis ZiriTadi mizani kreatiuli
strategiis SemuSavebaSi
daxmarebaa. sareklamo kvlevis strategiis Camoyalibeba. es aris sareklamo kvlevis pirveli
da yvelaze mniSvnelovani
marketingis mizani
stadia.
am
da biujetis zoma, miznobrivi
etapze ganisazRvreba auditoriis parametrebi
da reklamisadmi saerTo midgomebi. sareklamo kvlevis strategiis Camoyalibebas uprecedento mniSvneloba aqvs. Tu strategia mcdaria, maSin yvela Semdgomi nabiji _ SemoqmedebiTi ideis SemuSaveba,
mastimulirebeli
marketingSi
kargi strategiis Seqmna
ufro
cxovrebaSi
gatareba.
aucilebelia
ra
Tqma
winadadebebi,
unda,
media-gegma
mcdari
iqneba.
mniSvnelovania, vidre misi orive
maRal
doneze
Sesruldes. sareklamo strategiis Seswavla unda moicavdes sami tipis kvlevas: 1.
situaciuri analizi;
2.
xarixobrivi kvleva;
3.
raodenobrivi kvleva.
situaciuri analizi yvela faqtoris `safono kvlevaa~ da gavlenas axdens mogebaze,
gayidvebis
moculobaze,
bazris
wilze
da
sxva.
situaciuri
analizis mTavari amocanaa sareklamo kampaniis win marketinguli miznebis gansazRvra. . situaciuri analizis Semadgeneli elementebia: 1.
mogebis gansazRvra;
2.
gasaRebis moculobis gansazRvra;
3.
sareklamo kapitalis gamoTvla;
4.
miznobrivi auditoriis qmedebis Sefaseba;
5.
reklamis xarjebisa da reklamis Sinaarsobrivi analizi;
6.
stimulirebis RonisZiebebis Sinaarsobrivi analizi;
7.
dargis kvleva;
8.
kompaniis Sida kvleva;
situaciuri analizi gvexmareba mkacrad ganvsazRvroT bazari, romelzedac kurirebs saqoneli an momsaxureba.
situaciuri analizis sqema #5.2.
bazari
saqoneli
konkurencia
1. gayidvebi
1. gayidvebi
1. xarjebi
2.geografiu-
2.bazriswili
2.dozireba
li faqtorebi
3.sasargeblo
3.strategia
3.faswarmoqmna
ganawileba
4.ganawileba
4.faswarmoqmn
5.tendenciebi
klientebi 1.demografiuli maxasiaTeblebi 2.fsiqologiuri maxasiaTeblebi 3. cxovrebis stili 4.ganzraxvebi 5.gansakuTrebulobebi 6.moTxovna
am dros aucilebelia perspeqtiuli momxmareblis kvlevac, raTa mkveTrad ganisazRvros
Tu
vin
warmoadgens
saqonlis
an
momsaxurebis
savaraudo
myidvels. situaciuri analizi – es aris Zalze mniSvnelovani da rTuli nawili sareklamo strategiis kvlevisa igi aucilebelia marketingis miznebis gansasazRvravad. sareklamo
Tavisi
strategiis
arsiT
igi
pirveladi
meoradi kvlevebi,
kvlevaa.
axla
romelSic
ganvixiloT monawileoben
momxmareblebi. es kvlevebi iyofa xarisxobriv da raodenobriv kvlevebad.
xarisxobrivi kvelva interviu potenciur da faqtiur myidvelebTan yovelTvis aucilebelia. isini gvexmarebian miznobrivi
auditoriis identificirebaSi, Sesabamisi funqciuri
da komunikaciuri miznebis CamoyalibebaSi, markis poziciis gansazRvrasa da damtkicebaSi. xarisxobrivi
kvleva
(fokusjgufebi) da Rrma
TavisTavad
warmoadgens
jgufur
intervius
individualur intervius. yvelaze xSirad tardeba
interviu fokusjgufebTan. individualuri interviu tardeba sawarmoo, samedicino da piradi moxmarebis sagnebis Seswavlisas, radgan xalxs ar uyvars msgavs saqonelze saubari sxvebis TandaswrebiT. individualuri intervius meTodi ufro efeqturia, vidre fokusjgufebi. Tu gadawyvetilebas saqonlis Seswyidvis Sesaxeb iRebs jgufi, sasurvelia CavataroT interviu miznobrivi jgufis yvela wevrTan. cxrili #2-ze naCvenebia intervius saerTo
struqtura. mkvlevars SeuZlia
gamoiyenos mza SekiTxvebi cxrilidan an mis safuZvelze Seqmnas. SekiTxvebi unda
exebodes
myidvelebis
azrs
sasaqonlo
kategoriebze,
sxvadasxva
markebze, adamianebze, romlebic iyeneben am markebs.
xarisxobrivi kvlevis saerTo struqtura Sesavali, miznebis gadmocema vin iRebs gadawyvetilebas preambula: intervius mizani _ gavigoT momxmareblis azri markiskis Sesaxebxeb; Semxvedri SekiTxvebis momzadeba, jgufSi ar aris umravlesobaze damorCilebis principi; TiToeulis komentari Zalian mniSvnelovania. ojaxidan arCevanze?
vin vin
iRebs iRebs
iniciativas
saqonlis
gadawyvetilebas?
yidvaze?
vin
vin
yidulobs
axdens
da
vin
gavlenas iyenebs
am
kategoriis saqonels? gadawyvetilebis miRebis Tanmimdevroba mniSvnelovania
TiToeuli
monawilis
Tvalyurisdevneba Tavidan bolomde:
gadawyvetilebis
miRebis
procesis
ra, sad, rodis da ratom Seisyideba erTi
sasaqonlo kategoriidan.
kategoriis dayofa codna
(gaxseneba-gamocnoba)
saqonlis
da
markis
saxeobis.
romeli
markebia msgavsi da aramsgavsi.
ratom unda daisvas, rac SeiZleba
mravali SekiTxva, Sesyidvis yvela martivi d sasurveli sargebelis gamosavlenad. markasTan urTierToba romeli
markebi
gicdiaT,
SegisyidiaT ganameorebiT?
gicdiaT
da
gadagigdiaT,
gicdiaT
da
romel markas yidulobT yvelaze xSirad?
TiToeuli markis susti da Zlieri mxareebi. markasTan dakavSirebuli asociaciebi. reklama yvela markis reklamis nimuSebis Cveneba. romeli marka iwvevs ufro met ndobas da undoblobas? ratom? axali markis, romeli sargebeli unda iyos naCvenebi reklamaSi? romeli sareklamo saSualebebis gamoyenebaa saWiro. stimulireba TiToeuli markis mastimulirebeli winadadebebis gacnoba. momxmareblis damokidebulebis gageba markis mastimulirebeli RonisZiebebis Sesaxeb. stimulirebis upiratesi tipebi. reziume gviTxariT,
romel
markas
warmoadgenT
Tqven,
gavarkvioT
am
amerikasTan
dakavSirebuli mdgomareoba.
naxazi. #5.3. xarisxobriv kvleva unda daexmaros firmis menejers reklamis komunikaciebis da
stimulirebis
gegmis
SemuSavebaSi.
naxazSi#5.4.
-Si
CamoTvlilia
xarisxobrivi kvlevis mTavari miznebi.
.xarisxobrivi kvlevis miznebi
naxazi. .#5.4.
1. reklamis da stimulirebis RonisZiebebisaTvis gamovyoT optimaluri miznobrivi auditoria 2.
miRebuli
gadawyvetilebis
funqcionaluri
miznebis
da
rolis
gansazRvra 3. momxmareblis qcevis modelis ageba 4. komunikaciis miznebis modelis ageba 5. komunikaciis miznebidan gamomdinare mastimulirebeli RonisZiebebis Sefaseba.
motivaciis
kvleva.
Tavdapirvelad,
xarisxobriv
kvlevas
uwodeben
`motivaciebis Seswavlas~. Tu saqonlis Sesyidvis CaSvebis meqanizmebi napovni ar aris, SeiZleba CaiTvalos, rom xarisxobrivma kvlevam ver Seasrula Tavisi yvelaze mTavari funqcia. interviuers ainteresebs ori
saxis informacia: a) motivebis buneba
_
rogorc dadebiTi, asevev uaryofiTi da b) `momxmareblis eniT~ aRwerili konkretuli sargebeli, romelsac momxmarebeli Tvlis mniSvnelovnad da pasuxobs mis motivaciebs.
raodenobrivi
kvleva_tardeba
xarisxobrivi
kvlevis
damatebiT.
igi
uzrunvelyofs damatebiT informacias, romelic SeiZleba saWiro gaxdes reklamis da stimulirebis gegmis Seqmnisas.
raodenobrivi kvleva, verc erT
SemTxvevaSi, ver SeZlebs xarixobrivi kvlevis Secvlas. raodenobrivi kvleva, TavisTavad, warmoadgens momxmareblis didi raodenobis (200-dan
100
kacamde,
ricxvze
da
saWiro
damokidebulia sizustis
potenciuri
xarisxze)
miznobrivi
anketirebas.
auditoriis
anketirebis
Semdeg,
tardeba miRebuli monacemebis statistikuri analizi. raodenobrivi kvlevis Catarebisas
ar
mniSvnelovania
aris
saWiro
cifrebTan
momuSaveebis
muSaobis
codna.
fsiqologiuri sferoebi,
momzadeba.
sadac
gamoiyeneba
raodenobrivi
kvleva CamoTvlilia naxazi. #5.5.-Si
miznobrivi auditoriis klasifikacia sasaqonlo kategoriis da markis saqmeSi Caxedulobis gazomva, markasTan urTierToba,
yvela
respodentis
dayofis mizniT. markis sargeblis ranJireba
qcevis
gansazRvra
12
aq
qvekategoriad
yoveli
markis
ranJireba
maT
mier
warmodgenili
sargeblis
TvalsazrisiTa (myidvelis TvalSi) da situaciis Sesabamisad. demografiuli maxasiaTeblebi geografiuli regioni, qalaqi, gareubani, sofeli. individualuri: asaki, sqesi, erovneba, Semosavali, ganaTleba, saqmianobis saxe. fsiqologiuri maxasiaTeblebi saerTo: qmedeba, interesebi da azrebi, socialuri klasis faseulobebis CaTvliT. kategoriasTan dakavSirebiT: qmedeba, interesebi da azrebi kategoriasTan kavSirSi piradi maxasiaTeblebi inteleqtis saimedo gazomva, mRelvareba, gulisxmiereba – yvelaferi, rac darwmunebis SesaZleblobebs Seexeba. reklamis kontaqti reklamis sxvadasxva saSualebebTan kontaqtebis sixSire reklamasTan kontaqtis momentSi
adamianis adgili da mdgomareoba
naxazi .#5.6.
raodenobriv kvlevas Tan sdevs sami ZiriTadi mizani: 1.
miznobrivi auditoriis qvejgufis zusti klasificireba;
2.
miznobriv auditoriasTan sargeblis zusti dakavSireb,
3.
TiToeuli
miznobrivi
auditoriidan
xalxis
vrceli
portretis
Seqmna, romelic iRebs gadawyvetilebas. 1.
Tu msxvilma firmam gadawyvita, rom Tavisi sareklamo kampania
mimarTos ramdenime auditorias da surs gansazRvros Tu zustad romel qvejgufze ukeTesia orientireba, aucileblad unda gamoiyenos raodenobrivi kvleva. reklamis
testirebis
mTavari
mizani
_
sareklamo
variantis maRali efeqturoba. imuSavebs Tu dagegmili iyo damokidebulia sam
gancxadebis
saboloo
ara reklama ise, rogorc
faqtorze: 1) reklamis SemoqmedebiTi
SesaZlebloba _ komunikaciuri miznebis miRwevis uzrunvelyofa da markis swori
pozicireba;
2)
sareklamo
saSualebebis
swori
ganTavsebis grafikebi. 3) reklamis konkurentunarianoba.
SerCeva
da
misi
reklamis
teqstireba
danarCeni
saSualebas
faqtorebis
gvaZlevs
Sesafaseblad
SevafasoT
aucilebelia
pirveli
faqtori.
sareklamo
kampaniis
kontroli.
SefasebiTi kvleva. reklamis testireba xarisxobrivi kvlevis naklovanebam bevri reklamis SemkveTi komiunikaciuri testirebis momxmareblis
gamoyenebamde
miiyvana.
fsiqografiuli
Tqven
gadaixadeT
analizisTvis,
maTi
fuli
azrebis
saagentos kvlevisTvis.
sareklamo strategia SemuSavebulia, mosaxleoba reklamas, albaT, dadebiTad miiRebs, magram Tqven gindaT gaarkvioT sworad daxarjeT Tu ara saxsrebi, rogor unda Sefasdes reklamis efeqturoba. amisaTvis arsebobs sxvadasxva xerxebi.
ganvixiloT
is
meTodebi,
romelsac
reklamis
damkveTebi
misi
aqtiurobis Sesamowmeblad iyeneben. SefasebiTi kvleva tardeba saboloo gadawyvetilebis
misaRebad,
TiTqmis
damTavrebuli
reklamis
gamoyenebaze.
amiT igi gansxvavdeba strategiuli kvlevisgan, romelic gamoiyeneba plusebis da minusebis gamosavlenad. 1.
testi damaxsovrebaze;
2.
testi darwmunebaze;
3.
pirdapiri pasuxebis Sejameba;
4.
komunikaciuri testebi;
5.
kadrobrivi testireba;
6.
sabazro testebi.
pirveli sami testi aris yvelaze gavrcelebuli. ganvixiloT TiToeuli maTgani. testebi
damaxsovrebaze.
testebi
damaxsovrebaze
dafuZnebulia
varaudze,
rom reklama zemoqmedebs adamianze da mis maxsovrebaze tovebs gansazRvrul kvals.
testebi
damaxsovrebaze
iyofa
or
ZiriTad
jgufad:
a)
testebi
gaxsenebaze da b) testebi gamocnobaze. .testi gaxsenebaz_-mimarTaven sareklamo rgolis demonstrirebas qseluri televiziis programaSi, romelic regularulad gadaicema praim-taimSi. meore dRes interviueri sam-oTx qalaqSi rekavs 200, SemTxveviT amorCeul nomerze da saubrobs xalxTan,
romelTac uyures televizors zustad sareklamo
rgolis gasvlisas uyures. testebi gaxsenebaze aris sakmaod ZviradRirebuli saqmianoba.
erTi
satelevizio reklamis testireba ucxoeTSi jdeba daaxloebiT, 9000-17000 $, xolo beWdviTi reklamis _ 7000-13000$. testebi gamocnobaze. am dros mayurebels jer unda vanaxoT reklama da Semdeg gavarkvioT unaxavT Tu
ara igi adre. pirvelad mkvlevarebi mas
iyenebdnen beWdviTi reklamis Sefasebisas. am testebma miiRo misi avtoris, deniel starCis saxelwodeba. 2. testi darwmunebaze. testirebis Catarebis ZiriTadi sqema darwmunebaze an urTierTobis Secvlaze Semdegi saxisaa: Tavdapirvelad, mkvlevarebi arkveven Tu
momxmarebeli
ramdenad
xSirad
iZens
konkretul
markas.
Semdeg
maT
aCveneben am savaWro markis reklamas. reklamis Cvenebis Semdeg momxmarebels kvlav ekiTxebian imis Sesaxeb, Tu ris yidvas isurvebdnen. miRebuli Sedegebi analizdeba, rom Sefasdes saqonlis Sesyidvebis zrda reklamis Cvenebis Semdeg. darwmunebaze testirebis Catarebisas Cndeba ramdenime seriozuli problema, rac
ganpirobebulia
cnobilia
savaWro
damkvidrebuli
auditoriis marka
imaze,
warmomadgenlobiT,
da
SemadgenlobiT,
kvlevis
arian
potenciuri
Tu
garemoTi,
RirebulebiT. ara
auditoriis
Tu
testebis
ramdenad utyuaroba
eqsperimentis
monawileebi
is
romelzedac
nawili,
mimarTulia reklama. testirebis respodenti misTvis uCveulo garemoSi Tavs gamosacdel
obieqtad
aRelvebuli, daZabuli
grZnobs, da
amitom
gabrazebulic
saxlis
pirobebTan
DSedarebiT
kia. aseT SemTxvevaSi
SeiZleba
racionalurima reaqciam gadaWarbebos emociurs. 3. arapirdapiri pasuxebis Sejameba. zogierT satelevizio sareklamo rgoli momxmarebels Tavazobs telefonis nomeris ufaso zarebisTvis. zogierTi beWdviTi reklama garda ufaso zareba, specialur kuponebs, internetsaitis misamarTebs an
sakontaqtowinadadebebs. sakontaqto mimarTvebze reaqcia
reklamis aqtiurobis Sefasebis uSualo sazomia. 4. komunikaciuri testebi. xandaxan reklamis SemkveTebi iyeneben komunikaciur testebs, rogorc saboloo SefasebisTvis,
aseve diagnostikuri kvlevis
Casatareblad. Tu reklamis SemkveTi ar aris darwmunebuli, rom cnobadoba, gaxsneba da darwmuneba reklamis efeqturobis adekvaturi Sefasebaa da ar endoba momxmareblis pirdapir reaqciaTa jams, mouwevs upasuxos sam ZiriTad komunikaciur SekiTxvas: a) namdvilad miawoda Tu ara reklama, an is mimarTva, romelic unda miewodebina. b) miawoda Tu ara reklamam nebismieri mimarTva,
romelic ar unda miewodebina da g) miznobrivi auditoriis warmomadgenlebi, rogor reagireben mimarTvaze, mis gansakuTrebulobaze, codnaze, siuJetze? 5.
kadrebis
mayureblis
testireba. reaqcia
satelevizio
kadrebTan
sareklamo
erTad
rgolis
icvleba.
Cvenebebis
mklevarebi
dros
cdiloben
am
cvlilebebs Tvalyuri adevnon sxvadasxva saSualebebiT. am testebs Soris yvelaze cnobilia e.w. VIEW FACTS PEAC _ testi, romlis drosac mayurebeli imyofeba saCvenebel oTaxSi, aWers Rilaks misTvis gankuTvnil pultze imis da mixedviT moswons, Tu ara teleekranidan naCvenebi. mayureblisgan miRebul signalebs kompiuteri ajamebs da maT Sedegebs
gamosaxavs grafikis saxiT,
naCvenebi rgolebis Tanmimdevrulad. kadrebis
testirebis
umagreben
specialur
sareklamo
rgolis
meTodis
meore
eleqtroids sxvadasxva
variantSi
kanis
nawili
momxmarebels
eleqtrogamtarobis
mayurebelSi
iwvevs
xelze gasazomad.
gansxvavebul
reaqciebs da maTi kanis eleqtrogamtaroba icvleba. es saSualebas gvaZlevs avagoT
emociuri
kadrebTan
kavSiris
maCveneblis
grafiki
Tanmimdevrulad
naCveneb
erTad.
6. sabazro testi. testi, romelic afasebs reklamis gavlenas gasaRebis moculobaze, uwodeben sabazro tests. sabazro testirebis Catarebis erTerTi problema gasaRebis zemoqmedebis mravali faqtorTanaa dakavSirebuli. amitom aseTi kvlevisas respodentebs aCveneben reklamas, xolo Semdgom sTavazoben gaakeTon arCevani ramdenime konkurent savaWro markas Soris. Semdeg mkvlevarebi kvlav saubroben im respodentebTan,
romelebic reklamis
damkveTis savaWro markas iyenebdnen da ekiTxebian _ iyidian Tu
ara isini am
saqonels momavalSic. am interviuTi mkvlevarebi iReben monacemebs sacdeli da ganmeorebiTi Sesyidvebis SefardebiTi wilis Sesaxeb.
7. savaWro markis Tvalyuris devneba. reklamis kvlevis axali saSualebaa savaWro markis Tvalyuris devneba. media saSualebebis diferencirebisa da maRalxarisxovani saqonlis siWarbis gamo es ufro savaWro markaze Tvalyurisdevnebaa da reklamaze metad `savaWro markisadmi~
erTgulebis
koncefcias
gamoxatavs.
moicavs
markis
mimarT
urTierTobis farTo diapazons: misi miuReblobidan dawyebuli sxvadasxva donis erTgulebamde. aq
ganxiluli
TiToeul
tests
gaaCnia
Rirsebebic
da
naklovanebebic,
romelic moyvanilia cxrilSi #5.6. zusti
da
ar
arc erTi maTgani ar aris absoluturad
iTvaliswinebs
momxmareblis
qcevis
da
awydeba
da
reaqciis
iracionalurobas. sareklamo
SekveTebis
damgegmavi
mkvlevari
sam
ZiriTad
problemas: esenia globalizacia, reklamis gavrcelebis saSualebebis axali teqnologiebi da virtualuri kvlevebis Catareba. radgan
sareklamo
industria
TandaTan
ufro
globaluri
xdeba,
saerTaSoriso doneze sareklamo kvlevebic ufro did mniSvnelobas iZens. Pproblema isaa, rogor unda moxdes globaluri savaWro markebis marTva da maTi
reklamireba
sxvadasxva
qveynebSi.Dda
kidev,
Tu
dRes
Seiswavleba
qveynebs Soris gansxvavebebis, momavalSi saWiro iqneba maT Soris msgavsebebis moZebna. reklamis gavrcelebis axali teqnologiuri
saSualebebis gamoyeneba, maTi
swrafi cvlileba, iwvevs reklamis Sefasebisa da kvlevebis meTodTa swraf moZvelebas. rTulia
agreTve
virtualuri
kvlevebis
Catareba, radgan
Zalian
Znelia
interaqtiul reJimSi gavrcelebuli reklamis efeqtianobis Sefaseba, radgan msoflio internetis qseli Znelad eqvemdebareba kontrols. aranakleb mniSvnelovania, reklamis ekonomikuri efeqtianobis kvlevas hqondes
sistematuri
xasiaTi
da
ara
SemTxveviTi.
unda
SevniSnoT,
rom
reklamis efeqtianobis Sefasebis dros, mniSvnelovania reklamis miznebis gaTvaliswinebac. amocanebi da miznebi, romlebic reklamis winaSea dasaxuli mravalferovani da mravalricxovania..
SefasebiTi meTodebis Rirsebebi da naklovanebebi SefasebiTi meTodebi
Rirsebebi
naklovanebebi
testi
standartebis arseboba,
dabali utyuaroba
damaxsovrebaze
romelic uzrunvelyofs
gasaRebis maCveneblis saxiT
testi
Sefasebis maRal
gaxsenebaze
sandoobas
testi
siswrafe, dabali
dabali
gamocnobaze
Rirebuleba, maRali
maCveneblis saxiT
utyuaroba
gasaRebis
saimedooba testi darwmunebaze
siswrafe, dabali
problemebi
Rirebuleba,
gamosacdeli
dakavSirebuli
maRali saimedooba
auditoriis
Semadgenlobaze
savaWro markis cnobadoba uSualo reaqciis testireba dabali
xarjebi
da
maRali maRali xarjebi
da
maRali maRali xarjebi
utyuaroba komunikaciuri testebi
dabali
xarjebi
utyuaroba kadrebis testirebis
maRali
utyuaroba
maRali saimedooba
meTodebi sabazro testebi savaWro
Sedegebis relevanturoba
markis
Tvalyuris Sedegebis
devneba
dabali saimedooba
relevanturoba, maRali
dakavSirebuli SemkveTis
reklamis siZnele
miznebTan,
markas
ganxorcielebis
reklamis
mniSvnelobis
savaWro Sekveca
SeuZlia
ukeTesad
xarjebi
ufro
warmoadginos
saqoneli, vidre reklamas
naxazi. #5.6.
2.4. sareklamo biujetis dagegmva marketingis
erT-erT
yvelaze
rTul
sakiTxia
saqonlis
winsvlaze
gamoyofili Tanxis sworad gansazRvra da Semdgom winsvlis kompleqsis TiToeul elementze misi sworad gadanawileba. amerikis univermaRebis mefem jon venemeikerma (John Wanameker) Tqva: `me vici, rom Cemi reklamis naxevari tyuilubralod ikargeba, magram ar vici, romeli naxevari. me reklamaze vxarjav 2 mln. dolars, magram ar vici es Tanxa aWarbebs orjer aucilebels, Tu saWiroa misi gaormageba~. gasakviri rom
kompaniebisa
da
mTeli
dargebis
mier
daxarjuli
Tanxebi
araa,
sakmaod
mniSvnelovnad meryeobs. kosmetikis warmoebaSi winsvlaze gaweuli xarjebi gayidvis moculobis 20-30%-s Seadgens. maSin, roca mZime manqanaTmSeneblobaSi mxolod 2-3%-s. sareklamo kampaniis warmateba mniSvnelovnad damokidebulia misi biujetis sworad
dagegmvaze.
qvemoT
ganvixilavT
sareklamo
kampaniis
biujetis
gamoangariSebis praqtikaSi yvelaze gavrcelebul xuT meTods: 1. wina wlis
gamocdilebis meTodi; 2. mixedviT).
3.
racionaluri midgomis meTodi (SesaZleblobis
konkurentuli
meTodi;
5.
miznebidan
da
amocanebidan
gamomdinare meTodi.5. realizaciis moculobidan procentiT gamoangariSebis meTodi. 1. wina wlis gamocdilebis meTodi es meTodi erT-erTi yvelaze martivia daxSirad alogikur xasiaTs iRebsac. igi emyareba wina wlis efeqturi kampaniis biujetis dones da SeiZleba iTqvas brmad mihyveba mas. Tu kompania axali Camoyalibebulia, mas ar eqneba wina wlis gamocdileba da verc am meTods gamoiyenebs. 2. racionaluri midgomis meTodi kompaniebis garkveuli nawili iyenebs racionaluri midgomis meTods. isini saqonlis stimulirebaze gamoyofen
Tanxas im moculobiT risi saSvalebac
aqvT. firmis xarjebis yvela muxlidan reklamis xarjebs yvelaze dabali prioriteti aqvs im SemTxvevaSic ki, faqtoria.
amis
gamo
wliur
roca firmis warmatebisTvis gadamwyveti
biujetidan
winsvlaze
gaweuli
xarjebis
gansazRvra alian Zneldeba. 4. konkurenciuli paritetis meTodi (Compitive parity method) zogierTi kompania iyenebs `konkurenciuli paritetis~ meTods,
adgens ra
konkurentebis adevneben gaweul
winsvlis
konkurentTa saSualo
profesiuli
biujetis reklamas
xarjebs,
organzaciebis
xarjebis
an
afaseben
iyeneben cnobebs,
odenobas.
isini
Tval-yurs
TavianT
dargSi
reklamaze
sxvadasxva xolo
beWdviT
Semdeg
wyaroebs,
saSualo
an
xarjebis
gamoangariSebidan gamomdinare, gegmaven TavianT biujets.
5. miznis da amocanis meTodebi (Objective-and-tasknmethod) yvelaze logikuria miznebidan da amocanebidan gamomdinare gamoangariSebis meTodi, radgan kompaniebi biujetis sidides adgenen imis safuZvelze, Tu ris miRweva
surT
konkretuli
winsvlis
miznis
saSualebiT.
SemuSavebas
misaRwevad da 3) am amocanebis
2)
es
meTodi
amocanebis
moicavs:
1)
winsvlis
gansazRvras, am miznis
Sesrulebaze gasawevi xarjebis
Sefasebas. am
xarjTa raodenoba Seadgens winsvlis biujets. es meTodi gvaiZulebs CamovayaliboT mosazreba fulad xarjebsa da winsvlis Sedegs Soris urTierTkavSiris Sesaxeb..
6. brunvidan procentis meTodi realizaciis
moculobidan
procentiT
gamoangariSebis
meTodi,
rac
gulismxobs winsvlis biujetis gansazRvras. am meTods wina meTodTan
SedarebiT rigi upiratesobebi aqvs:
martivia da
asaxavs urTierTdamokidebulebas, stimulirebis xarjebs-- saqonlis gasayid fassa da mogebis odenobas Soris saqonlis erT erTeulze gaangariSebiT. da bolos, am meTodiT xdeba konkurentuli stabilurobis SenarCuneba, radgan firma-konkurentebi
winsvlaze
xarjaven
TavianTi
saqonlis
realizaciis
moculobidan miRebuli Tanxis, daaxloebiT, erTnair procents. miuxedavad upiratesobebisa, am meTods mravali naklovanebac gaaCnia. is gasaRebas ganixilavs, rogorc winsvlis biujeti
ganisazRvreba
xelmisawvdomi
ganviTarebis perspeqtivebidan xarjebs,
romlebic
winapirobas da ara rogorc Sedegs. saxsrebidan
gamomdinare.
zogierT
da
ara
biznesis
es meTodi ar uSvebs daugegmav
SemTxvevaSi
saWiroa
vaWrobis
gamosacocxleblad.
sareklamo biujetis dagegmvisas aucilebelad gasaTvaliswinebelia saqonlis sasicocxlo
ciklis
gansxvavebuloba.
etapi,
rogorc
sabazro wesi,
wili,
axali
reklamis
saqonlis
sixSire,
reklamisa
saqonlis da
masze
informaciis gasavrceleblad saWiroa didi sareklamo biujeti, cnobili markis reklamirebisTvis ki, gayidvebis moculobasTan SefardebiT_naklebi biujeti. iseTi markis reklamisTvis, romelsac mcire sabazro wili aqvs, aucilebelia is daixarjos gayidvebis procentuli gaangariSebidan ufro meti,
vidre
markebze,
romelTa
sabazro
wili
gafarToebasa da konkurentebis sabazro wilis
didia.
sabazro
wilis
dasaufleblad ufro meti
saxsrebi ixarjeba, vidre sabazro wilis miRweuli donis SesanarCuneblad. Tu saWiroa reklamis didi sixSire, ra Tqma unda, sareklamo biujeti didi unda iyos. marka, romelic Zalian hgavs Tavisi sasaqonlo kategoriis sxva markebs,
moiTxovs
intensiur
reklamas.
xolo
Tu
saqoneli
sakmaod
gansxvavebulia, reklama xazs unda usvamdes am gansxvavebebs.. sareklamo
biujetis
firmebisTvis
Zalian
dagegmva Znelia
Zalian
imis
rTuli
gansazRvra,
procesia. Tu
kompaniebisa
ramdeni
sWirdeba
da mas
reklamisTvis. sareklamo biujetis dadgenisas saWiroa iseTi faqtorebis gaTvaliswineba,
rogoricaa: gasaRebis bazris mosalodneli zoma da moculoba, reklamis roli marketinguli saqmianobis mTel kompleqsSi, gayidvebisa da mogebis mosalodneli moculoba, konkurentebis danaxarjebi analogiur reklamaze, sakuTari finansuri SesaZleblobebi da sxva. sareklamo biujetis dagegmva mTeli
moculobis
ganawilebas
reklamis mizanze gamoyofili saxsrebis
gansazRvris
sxvadasxva
garda,
statiebis
konkretulad dagegmvaze,
iTvaliswinebs
mixedviT.
kerZod,
am
ramdeni
saxsrebis daixarjeba
saWiro samsaxurebze, teqnologiebze, masalebze,
tiraJirebaze da a. S. Cveulebriv,
unda
aRiniSnos,
rom
biujetis
gansazRvrisas
ar
unda
vixelmZRvaneloT zemoT moyvanili meTodebidan mxolod erTi romelimeTi, radgan momcemi.
arcerTi maTgani saWiroa
ar
aris universaluri da
optimaluri
SesaZleblobebidan da
meTodis
SerCeva
am
saboloo
garantiis
sawarmos
finansuri
saqmianobis specifikidan gamomdinare.
sareklamo biujetis SemuSavebis procesi iseve, rogorc mTeli sareklamo saqmianoba, garkveulwilad Seicavs subieqtur, SemoqmedebiT elements da amitom
mniSvnelovnad
specialistis
aris
damokidebuli
am
procesebze
pasuxismgebeli
gamocdilebaze, alRosa da intuiciaze. imis sademonstraciod,
Tu ra did Tanxebs
xarjaven reklamaze msoflios yvelaze msxvili reklamis
damkveTni meoce da ocdameerTe saukuneTa mijnaze, maCveneblebi #6.1cxrilSi.
Tavi VI saerTaSoriso
reklama
metyvelebs Sesabamisi
saerTaSoriso
reklama
moicavs
ara
marto
saeqsporto
reklamas
(firma _ eqsportiorebis sareklamo saqmianoba), aramed sazRvargareT maTi
distributorebis,
filialebisa
da
Svilobili
kompaniebis
sareklamo saqmianobac, Tu misi dagegmva da koordinireba xdeba firma _ eqsportioris mier. saerTaSoriso reklama aris komunikaciis saSualeba gansxvavebul kulturebs
Soris.
es
specialur
codnas
ki
specialistebisgan
moiTxovs.
did
saerTaSoriso
gamocdilebasa
reklamis
da
specialisti
iseTive maRali donis unda iyos, rogorc misi kolega, romelic qveynis SigniT
muSaobs.
amasTan,
mas
moeTxoveba
im
qveynis
ekonomikuri,
fsiqologiuri da iuridiuli Taviseburebebis codna, romlis bazris dapyrobasac apirebs. 1980-2000 w.w. globalurma faqtorebma saerTaSoriso reklamasa da marketingze damkveTebi
mniSvnelovani
gavlena
multnacionaluri
moaxdina.
korporaciebia.
marketingma msoflio xasiaTi miiRo. gamwvavebam
universaluri
kulturaSi
saqonlis
am
brendebi
erTnairi
am
sferos
dReisTvis
umsxvilesi
reklamam
da
gigantebs Soris konkurenciis
warmoSva, moxmareba
rasac
gansxvavebul
mohyva.
saerTaSoriso
marketingis warmoSobam reklamis meTodebi, strategia da organizacia Secvala. xuTasi
saukeTeso
multnacionalurma
globaluri
kompaniis
kompaniebma
(m.n.k.),
Seswavlam
bolo
aCvena,
ramdenime
rom wlis
ganmavlobaSi, sul ufro meti qveyanis bazari daipyro. maTi saerTo saqonelbrunva
12
trilion
aSS
dolars
aWarbebs,
rac
msoflio
produqciis 40%-ia. am organizaciebSi dasaqmebulTa ricxvi 44 milion adamians aWarbebs. vsaubrobT ra, globalur marketingsa da reklamaze, ar unda daviviwyoT im gavlenis Sesaxeb, romelsac es mravalricxovani kompaniebi msoflio ekonomikaze axdenen. am kompaniaTa menejerebis xelSi udidesi
ekonomikuri
Zalauflebaa
warmatebuli globaluri eqspansia emsaxureba.
Tavmoyrili. ki,
savaWro
markebis
Tavis mxriv, kmpaniebis zrdas
saerTaSoriso reklamis ganviTarebis tendenciebi saerTaSoriso
marketingis
warmoSobas
saerTaSoriso
saqmianobis
globalizacia mohyva. Mc. Cann-Erikson, Yong&Rubicam da J. walten thompson. Co pirveli
sareklamo
daiwyes
muSaoba.
saagentoebia,
isini
romlebmac
TanmimdevrobiT
saerTaSoriso
xsnidnen
arenaze
saagentoebs
yovel
qveyanaSi, sadac msxvili firmebi miznad isaxavdnen axali qveynis bazris dapyrobas. aRmoCnda,
sareklamo garda
saqmianobisadmi
amisa,
ar
Semosuli
warmomadgeneli
adekvatur
momsaxurebas
aseTi
midgoma
sakmaod
imis
garantia,
rom
arsebobda adgilobrivi da
momxmareblis
koordinacias
Zviri yoveli
moTxovnaTa
gawevda.
amitom,
saerTaSoriso saagentoebis umravlesobam, ucxour kapitalSi 100%-ian monawileobaze uari ganacxada da arCevani erovnuli saagentoebis bazaze Seqmnil, erTobliv firmebze gaakeTa. saerTaSoriso forma
xels
uwyobs
adgilobriv,
bazarze muSaobis es
specifikurobasTan
SeTanxmebul,
praqtikul saqmianobas da axali sareklamo firmebis Camoyalibebaze droisa da finansuri xarjebis Tavidan acilebas.
aqve unda aRvniSnoT,
rom multnacionaluri saagentoebis funqciebi ZiriTadad igivea, rac Cveulebriv, erTi qveynis da
kontroli
momuSave
SesaZloa
firmebis
bazarze muSaobisas.,xolo saagentoebis marTva gansxvavebuli
umravlesobas
iyos.
urCevniaT
saerTaSoriso
mimarTon
erTi
bazarze da
imave
sareklamo saagentos, romelic moemsaxureba rogorc nacionalur, aseve saerTaSoriso bazarze. am tendenciebidan gamomdinare, safuZveli Caeyara multnacionalur
sareklamo
saagentoebs,
romlebmac
TavianTi
qseli
Seqmnes msoflios sxvadasxva qveyanaSi. pirveli aseTi saagentoebi gaCnda inglisSi,
magram
damokidebuleba
reklamis
simbolod
SesaZlebelia
aixsnas
mainc
aSS-s
aSS-Si
miiCneven.
sareklamo
aseTi
biznesis
arnaxuli masStabebiT. aq Camoyalibda reklamis Semswavleli samecniero da
saswavlo
dawesebulebebi,
`promouSenze~
(stimulirebis
biblioTekebi sxva
da
meTodebze)
weliwadSi 600 miliard aSS dolars aRwevs,
a.S.
reklamaze
daxarjuli
da
Tanxebi
rac amave qveynis samxedro
biujets orjer aRemateba. amasTan, unda aRiniSnos, rom
aSS msoflio
sareklamo produqciis 2/3-s awarmoebs da is sakmaod prestiJul da maRalanazraurebad saqmianobad iTvleba. arsebobs azri imis Sesaxeb, rom sareklamo biznesis masStabebiT SeiZleba msjeloba konkretuli qveynis ekonomikur
ganviTarebaze.
iseTi
umsxvilesi
kompaniebi,
rogoricaa
Procter&Gamble, Philip Moris da General Motors-i reklamaze yovelwliurad 2-dan 3 miliard aSS dolars xarjavs. ix. cxrili #6.1. cxrili #6.1. amerikis aTi # kompania
wamyvani reklamis damkveTi
aSS-Si
aSS-Si
reklamaze saerTo
reklamaze
gayidvebis
xarjebis
saerTo
moculoba
Tanafardoba
xarjebi (mln.
(mln.
gayidvis saerTo
dolarebSi)
dolarebSi)
moculobasTan
2.397 18.44
15.519 380387
15.5 4.8
Procter & Gamble 1 2
Philip Morris
3
General Motors
4
Sears
15.39 13.10
109668 50838
ar aris monacemi
5
Pepsico
1039
18308
5.7
6
Ford
958
75561
1.3
7
AT&T
812
61580
1.3
8
Nestle
794
3749
212
9
Johnson&Johnson
763
7203
106
10
Chorysler
761
37847
20
wyaro: w w w.Adageinternational. com. /Zenoth Media, “The economist� . saxelwodeba `medison aveniu~ nacnobia ara marto amerikelisTvis, aramed
sxva qveynis mkvidrTaTvis. ase ewodeba quCas niu-iorkSi, sadac
ganlagebulia
ramdenime
umsxvilesi
sareklamo
Tumca, amerikaSi 10 aTasi sareklamo saagentos didi
saagentos
Stabbina.
nawili mdebareobs
niu-iorkis farglebs gareT da TiTqmis yvela qalaqSi aris Tundac, erTi saagento.
sareklamo
saagentoebis
gigantebamde,
aTasi
diapazoni
TanamSromliT.
Zalian
farToa:
mcire
aSS-Si
bazris
msxvil
aqciebidan seqtorze
muSaobs aTeuli sareklamo saagento. yvelaze patara saagentos hyavs aTamde TanamSromeli da maTi jamuri angariSi Seadgens 10dan- 100 mln. aSS dolars. cxrili #6.2. aSS-is pirveli oci sareklamo saagento rangi 2000w
saagentoebi
Stabbina
mTliani Semosavali $ 2000w 370.6
savaWro brunva $
1
Leo Burnet.Co
Cikago
2484.8
2
J. Walter Thompson Co.
niu-iorki
347.0
2419.9
3
Grey Advertising
niu-iorki
326.7
2178.9
4
DDBNeedham Worldwide
niu-iorki
284.7
2546.0
5
McCann-erickson Worldwide
niu-iorki
279.6
1865.0
6
Saatchi & Saatchi Advertising
niu-iorki
275.5
2204.1
7
BBDO
niu-iorki
259.5
2621.8
8
Foote, Cone & belding
Cikago
244.2
2827.0
Communications 9
Ogilvy & Mather Worldwide
niu-iorki
209.5
2091.7
10
Young & Rubicam
niu-iorki
205.8
2142.6
11
Bozel Worldwide
niu-iorki
200.3
1585.0
12
D’Arcy Masius Benton &Bowels
niu-iorki
191.4
1.960.4
13
Bates Worldwide
niu-iorki
152.1
1217.1
14
TMP Worldwide
niu-iorki
137.4
915.9
15
TBWA Chiat/Day
niu-iorki
130.7
1046.5
16
Ammirati Puris Lintas
niu-iorki
113.8
870.0
17
Gage Marketing group
niu-iorki
108.5
723.8
18
Wunderman Cato Jahnson
niu-iorki
101.0
842.6
19
N.W. Ayer & Partners
niu-iorki
94.1
851.9
20
Wells Rich Greene BDDP
niu-iorki
89.2
850.3
wyaro: w w w.Adageinternational. com. /Zenoth Media, “The economist”
1990-iani wlebis dasawyisisTvis umsxvilesi saerTaSoriso kompaniebi Tavis
sareklamo
xarjavdnen.
xarjebis
me-20
saukunis
50%-ze
mets
aSS-is
sazRvrebs
miRma
aSS-s
sazRvrebs
gareT
dasasrulisTvis,
ganlagebuli 500 umsxvilesi saagentos saerTo Semosavalma Seadgina 9 miliardi. 25 umsxvilesi saagentos naxevarze metma, Tavisi mTavari ofisi ganaTavsa aSS-Si, xolo filialebi did britaneTsa da iaponiaSi. marketingis Teodor
da
levitis
harvardis
statiam,
biznes-skolis
romelic
daibeWda
marTvis
profesoris
Harvard Business Review-s
gamoSvebaSi, wamoWra polemika sakiTxze _ rogor movicvaT msoflio. leviti amtkicebda, rom kompaniebma unda imoqmedon, ise, TiTqos arsebobs erTi globaluri bazari. is amtkicebda, rom kulturebs Soris
gansxvavebebi erebsa da
ara marto iSleba, aramed saerTod, ignorirebulia,
radgan adamianebi mTel dedamiwaze moqmedeben erTi da igive survilebisa da moTxovnilebebis dasakmayofileblad. ufro metic, leviti amtkicebda, rom biznesi ufro efeqturia, Tu is gaTvlilia globalur bazarze. filip kotleri _ Crdilo-dasavleTis universitetis marketingis profesori, ar eTanxmeba levitis filosofias. kotleri Tvlis, rom levitma iseTi firmebis magaliTze, rogorebicaa: Coca-Cola, Pepsi-Cola da McDonald’s,
sagareo
vaWrobisa
araswori
amtkicebda, rom, maTi warmateba
interpretacia
dafuZnebulia
moaxdina.
igi
cvlilebebze da
ara
yvelgan erTi da igive produqtis SeTavazebaze, miuxedavad amisa, leviti rCeboda Tavis poziciaze: `me ar davixev Cemi Teoriasgan. didi Secdoma iqneba reklamis damkveTma ifiqros, rom yvelaferi viwrovdeba. maTTvis realur
amocanad
rCeba
_
mTel
dedamiwaze,
erTgvarovani
auditoriisTvis, erTi da igive mimarTvis efeqturi gadacemis xerxebis aTviseba.� am polemikis Sedegad Seiqmna sxva qveynebSi reklamaze gansxvavebuli Sexedulebis mqone sami ZiriTadi
skola:
1. globalizaciis (standartizaciis) mimdevari. es skola cdilobs daamtkicos, rom qveynebs Soris gansxvavebebi, ufro ganviTarebis donis sakiTxia,
vidre
damkveTebma
mimarTulebis.
aqcenti
amitom,
unda
mTel
gaakeTon
msoflioSi,
reklamis
momxmarebelTa
saerTo
maxasiaTeblebze. 2. lokalizaciis (adaptaciis) mimdevari. es skola amtkicebs, rom reklamis damkveTma unda gaiTvaliswinos qveynebs Soris gansxvavebebi, kultura, romelzec dgas misi ekonomikisa da mrewvelobis
ganviTarebis
safexuri,
informaciis
sasicocxlo
saSualebebis
ciklis
xelmisawvdomoba,
stadia,
masobrivi
gamokvlevebis
xelmisawvdomoba
da
saxelmwifo SezRudvebi. 3. Sualeduri (saSualo) varianti. es skola Tvlis, rom arc mTliani standartizacia da arc konkretuli adaptacia ar aris mniSvnelovani. qveynebSi
reklamis
marTva
am
ori
midgomis
kombinacias
unda
eyrdnobodes, iseTi faqtorebis seriozuli Sefasebis Semdeg, romlebsac SeuZliaT zemoqmedeba moxdinon efeqturobaze.
mTlianad standartizebuli strategia realizacia
nax.#
6.1.
standartizebuli strategia realizacia gadagzavniT
sareklamo
standartiziruli strategia saxeSecvlili realizacia
kampaniis
mTlianad lokaluri strategia da realizacia
adaptaciis
xarisxis
gradacia
adgilobriv pirobebTan mimarTebaSi. amaTgan romeli midgomaa ufro swori?
Cvenis azriT arcerTi
maTgani ar SeiZleba iyos swori yvela situaciaSi. sinamdvileSi zemoT xsenebul sxva firmas ar gautarebia pirdapiri gagebiT globaluri sareklamo
kampania.
im
kompaniebmac
ki,
romlebic
globalizaciisken
iswrafvian, magaliTad Toyota da McDonald’s reklamis didi nawili unda Targmnon
sxva
enaze,
moargon
adgilobriv
standartebs
da
maregulirebel normebs. mTlianad lokalizebulma kampaniam SeiZleba gamoiwvios gaurkvevloba da saboloo jamSi, iyos uefeqto.
realurad, globaluri reklama gvaCvenebs, rom saukeTeso
midgoma
aris `saSualo~. kompaniebs zRudavT enobrivi barieri, regulireba da globaluri masobrivi informaciis saSualebebis ar arseboba. miuxedavad amisa, globalur bazrebze gadasvla gardauvalia. reklamis amocanaa _ levitis globaluri gegmis bazaze dayrdnobiT, kotleris nacionaluri an regionaluri `variaciebi~ profesiulad gamoiyenos. gansxvavebulia Sexedulebebi teqstis erTi enidan meoreze Targmnis Taobaze.rogorc Cans, reklama ara sityva-sityviT Targmnas moiTxovs, aramed SemoqmedebiT midgomas .saerTaSoriso reklamaze moqmedi faqtorebi amrigad, reklamis sxvadasxva sabazro segmentze Semdegi faqtorebi moqmedebs: 1. reklamirebadi produqciis xasiaTi (specifika) 2. bazrebis erTgvarovneba da araerTgvarovneba 3. reklamis
ganTavsebis
saSualebebis
maxasiaTeblebi
da
Taviseburebebi 4. sareklamo saagentoebis done calkeul sabazro segmentze 5. sareklamo saqmianobis saxelmwifo regulireba 6. sabaJo
gadasaxadebi
SemoqmedebiT
saqmianobasa
da
beWdviT
masalebze 7. saqmis warmarTvis normebis dargobrivi
kodeqsebi,
biznesis
eTika da urTierTSeTanxmeba dargis SigniT 8. reklamis damkveTis saorganizacio struqtura.
problemebi saerTaSoriso reklamaSi nacionaluri
menejmentidan
saerTaSorisoze
gadasvla
axal
instrumentebs iTxovs: saerTo enas (rogorc wesi inglisuri), kontrolis meqanizms da strategiul gegmas. yvelaze ekonomiuria inglisuri ena. igi lakonuria da nakleb drosa da adgils moiTxovs. ikavebs
beWdviT
franguli
sareklamo
da rusuli teqstebi 1/3-iT met adgils saSualebebSi,
vidre
inglisurenovani
teqstebi. Tumca, masac aqvs naklovanebebi. inglisurad Zalian Znelia emociebis zustad gamoxatva. sareklamo romelic
teqstebis
sityvaTa
saTaurebSi
TamaSzea
yvela
dafuZnebuli.
enaze es
iyeneben
frazebi
kulturasTan, tradiciebTan da wesCveulebebTan aris
slengs,
am
qveynis
dakavSirebuli.
Targmnili teqstebi kargad ar gamoiTqmis, radgan Targmnis procesSi ikargeba
sityvebis
ormagi
datvirTva.
amitom
globaluri
teqstebi ki ar iTargmneba, aramed Tavidan iqmneba. Seicavs
inglisuri
problemebTan
aris
sityvebis
ekvivalentur
dakavSirebuli
zogierTi
sityvebs.
britanuli
reklamis ena ar
ufro
teqstebis
metic,
amerikulad
Targmnac ki. safrangeTSi arsebobs kanoni, romelic enas barbarizmis SemoWrisgan icavs, gansakuTrebiT inglisuridan. amitom iseTi sityvebic iTargmneba, rogoric aris Week-end, Semdegi
problemaa
regulirebisa
gamoTqma, rom “saerTaSoriso
da
eTikis
sakiTxebi.
arsebobs
firmebs moqmedi kanonmdeblobis ki ara, am
kanonebis ucodinrobis eSiniaT�. magaliTad, SvedeTsa da germaniaSi sareklamo agentebs ekrZalebaT 12 wlamde bavSvebis mimarT reklamis gakeTeba. safrangeTSi ar SeiZleba restornebis
qselis
reklamireba,
akrZalulia
sareklamo
informaciis
xolo
avstriaSi
gavrceleba.
kviraobiT
sareklamo
kampania,
romelic warmatebulia erT qveyanaSi, SeiZleba miuRebeli da akrZaluli iyos - meoreSi. mxedvelobaSia misaRebi ara mxolod qveynis SigniT moqmedi kanonmdebloba, aramed kultura, tradiciebi da wes-Cveulebebi. germaniaSi, kanonmdeblobiT, daSvebulia 12 welze ufrosi gankuTvnili
reklama.
Tumca,
sazogadoebis
mxridan
imdenad negatiuri iyo, rom kompaniebma, romlebmac bunti
gamoiwvia.
bevr
qveyanaSi
cud
tonad
bavSvebisTvis
damokidebuleba
gariskes, myidvelTa
iTvleba
konkurentebis
saxelebis dasaxeleba. bolo wlebSi specialistebi Tvlian, rom ilustraciebisa da sxva elementebis ucvleli saxiT gamoyeneba sxvadasxva bazarze SesaZlebelia. erTis mxriv, es gamarTlebulia, radgan Tvleba, rom sxvadasxva qveynebis momxmareblebi erTmaneTis msgavsni arian da adamianuri natura ucvleli
rCeba
sazogadoebrivi
fsiqologiuri
da
wyaroebisgan
fiziologiuri
damoukideblad. moTxovnilebebis
adamiani
Tavisi
dakmayofilebas
yvelgan saWiroebs. meores
mxriv,
romelic
samarTliania
komunikacias
sapirispiro
axorcielebs,
mosazrebac.
mxedvelobaSi
im
pirma,
unda
miiRos
sxvadasxva qveynebis mcxovreblebs Soris arsebuli gansxvavebebi. isini ara marto sxvadasxva enaze saubroben, aramed aqvT _ gansxvavebuli religiuri
da filosofiuri Sexedulebebi, tradiciebi, Sexedulebebi
ojaxze, bavSvebis aRzrdas da ojaxis wevrTa uflebebze. es da sxva ganmasxvavebeli Sesabamisad,
Taviseburebebi
moTxovnis
SesaZlebelia
ganvacxadoT,
sareklamo
gancxadebis,
gansxvavebuli
formirebaze rom
moqmedebs.
sxvadasxva
ilustraciisa
bazarze da
sxva
komponentebis gamoyenebaa saWiro. .
nacionaluri
kultura
da
saerTaSoriso
reklama
saerTaSoriso reklamis strategiuli gegma biujetTan mimarTebaSi dgeba. arsebobs
reklamis
ZiriTadi
modeli
sxva
qveynebisTvis,
pirveli
orientirebulia bazarze, xolo meore - kulturaze. rogorc vTqviT, pirveli modeli bazris analizzea dafuZnebuli. igi iTvaliswinebs ramdenime qveynis Seswavlas. jer erTi yuradReba or ZiriTad
maCvenebels
eqceva,
esenia:
savaWro
markis
sabazro
kategoriis CarCoSi da bazris moculoba. es maCveneblebi
wili
sxvadasxva
qveyanaSi SeiZleba gansxvavebuli iyos. meore modeli aqcents kulturul gansxvavebebze akeTebs.
es skola
aRiarebs, rom, msoflio masStabiT, yvelas erTnairi moTxovnilebebi aqvs, magram
xazs
usvamen,
rom
es
moTxovnebi
sxvadasxva
kulturebSi
sxvadasxvanairad kmayofildeba. SeiZleba daisvas kiTxvara: ra kavSiri aqvs kulturas reklamasTan? reklamis
funqcia
yvela
kulturis
farglebSi
identuria,
Tumca,
sareklamo kultura varirebs gansxvavebuli kulturebisTvis. arsebobs reklamisadmi maRali da dabali konteqsturi damokidebuleba. maRali konteqsturi
damokidebulebis
dros
sareklamo
Setyobinebis
gageba
SesaZlebelia mxolod gansazRvrul konteqstSi. dabali konteqsturi damokidebuleba
gulisxmobs,
sareklamo
Setyobinebis
miRebis
SesaZleblobas konteqstis gareSe. reklamaSi, momxmareblis
saqonlis
sasargeblod
gemovnebas,
survilebsa
Seesabamebodnen, e.i. igi mocemul
gamoyenebuli da
argumentebi,
Sexedulebebs
unda
bazarze gabatonebul ganwyobas ar
unda ascdes. bevr qveyanaSi tuCis sacxis reklamaSi
cnobili manekenis
monawileoba am saqonels gogonebisTvis ufro mimzidvels gaxdis, rasac ver
vityviT
belgiaze.
am
qveyanaSi
manekenebi
cotaa
da
maT
didi
pativiscemiT ar eqcevian. reklamaSi janmrTelobis SenarCunebis motivis gamoyeneba yvelgan erTnairad efeqturi ar aris. safrangeTSi imis mtkiceba, rom kbilis pasta
kariess
ebrZvis, imdenad
efeqturi ar
iqneba,
rogorc
aSS-Si.
holandielebi sxvebTan SedarebiT, janmrTelobaze ufro metad zrunaven, maTTvis
sakvebi
produqtis
gemoze
metad,
masSi
kaloriebisa
da
vitaminebis Semcvelobis donea mniSvnelovani. erTi da igive absoluturad
saqonlis reklama sxvadasxva bazarze SesaZloa
gansxvavdebodes
erTmaneTisgan,
radgan
saWiroa
adgilobriv bazarTan adaptacia. yvelaze nakleb modificirebas ilustracia da maketi saWiroebs. teqstisgan gansxvavebiT, sxvadasxva bazarze maTi Seucvlelad gamoyeneba SesaZlebelia, radgan ilustracia xSirad erTnairad aRiqmeba. meores mxriv, gansxvavebuli gamosaxulebebis gamoyeneba SesaZloa nacionaluri TaviseburebebiT reklamireba
iyos
ganpiroebebuli.
germaniasa
da
safrangeTSi.
magaliTad: germaniaSi
aviRoT
yvelis
sasurvelia,
Tu
sareklamo masalebSi yvelTan erTad kaTxa ludis gamosaxuleba iqneba. safrangeTSi ufro misaRebia Savi Rvinis bokali. saerTaSoriso
marketingis
ganviTareba
mravali
faqtoriT
ganisazRvreba. Tumca, SeiZleba darwmunebiT iTqvas, rom internetisa da sxva teqnologiebis ganviTareba mis tempebs ufro aCqarebs. garkveuli drois
ganmavlobaSi
qselis
momxmarebelTa
didi
nawili
aSS-ze
modioda. dRes ukve ase aRar aris. internetis moxmareba bevr qveyanaSi
izrdeba.
2005
wlis
prognozebiT,
momxmarebelTa
udides
nawils
is
adamianebi Seadgenen, romelTa ZiriTadi ena inglisuri ar aris. amitom, amerikuli onlainuri kompaniebis wili 43%-dan, 25%-mde Semcirdeba. rac
ar
sxvadasxva
unda
maRal
qveyanaSi
amerikelebis,
da
simaRleebs
miaRwios
qarTvelebis,
brazilielebisa
teqnikurma
iaponelebis,
da
a.S.
progresma
germanelebis,
nacionaluri
xasiaTi,
daSexedulebebi erT RameSi ar Seicvleba.
Tavi VII reklamis regulireba sareklamo
biznesSi
warmoqmnili
urTierTobebi,
iseve
rogorc
sferoebSi, gvardeba da regulirdeba samarTlebrivi gziT. reklama
xSirad
Segnebulad
manipulirebs
sxva
ramdenadac
adamianTa
qcevasa
da
cnobierebaze, kanonmdeblobis garda, am urTierTobebis moralur da eTikur mxareze did gavlenas axdens samoqalaqo sazogadoebac. amitom,
ekonomikaSi
saqmianobac rogorc
arc
Tu
ise
bevria
zemoaRniSnuli simkacriT
saxelmwifo
biznesis
dargi,
akontrolebdes
kanonmdebloba, aseve mravali,
da
albaT romlis
zRudavdes,
sxvadasxva
tipis
maregulirebeli uwyeba Tu sazogadoebrivi organizacia. reklama da sareklamo biznesi milionobiT adamianis ekonomikur interesebTan aris dakavSirebuli . Zalian xSirad ekonomikuri saqmianobis monawileTa interesebi ara Tu emTxveva, aramed winaaRmdegobaSic modis erTmaneTTan. ra Tqma unda, mwarmoebel reklamis damkveTs surs Tavisi produqcia
maqsimalurad
Sesabmisad,
maqsimluri
maRal
mogeba
fassa
miiRos.
da
swrafad
xolo
gaasaRos
momxmarebels,
da
romlis
yuradRebis misapyrobadac iqmneba sareklamo mimarTvebi, surs SeiZinos rac SeiZleba maRali xarisxis produqcia, rac SeiZleba _ dabal fasad. aseTi
winaaRmdegobebi
xSirad
komunikaciebis monawileTa Soris.
warmoqmnis
konfliqtebs
sareklamo
reklamirebisas subieqtebis winaSe mravali eTikuri saxis sadavo dabrkolebac
Cndeba.
maT
Soris
aRsaniSnavia:
reklamasTan,
gemovnebasTan,
azartul
alkoholian
produqtebTan,
bavSvebTan,
socialur
problemebTan
zemoqmedebs
TamaSebTan,
Tambaqosa
medikamentebTan
dakvSirebuli
precendentuli
,,gazviadebul~''
da
sakiTxebi.
samarTalic,
da sxva
reklamaze
romelic
mniSvnelovnad
gansxvavdeba kanonmdeblobisgan. sazRvargareTis
qveynebSi
sareklamo
saqmianobis
reulirebis
sistemis Camoyalibeba daiwyo XIX saukunis meore naxevridan. masze gavlenas
axdenda
ramdenime
Zala:
momxmarebeli,
sazogadoebrivi
organizaciebi da saxelmwifo. Bmomxmarebeli
–
umravlesi
sareklamo
mimarTvebis
adresati,
TandaTanobiT ufro SesamCnev rols TamaSobs am procesebSi. Mmisi tradiciuli
uflebebia:
usafrTxoeba,
saqonlis
janmrTelobisTvis marketinguli anazRaureba
moiTxovos Sesaxeb
saSiSi
momxmarebelTa
sxva.
am
ganviTarebul
qveyanaSia
ufleba
individualur
aqvs,
saeWvo,
arakeTilsindisieri miyenebuli
konsiumerizmi
dasacavad,
gavrcelebuli.
moxmarebis
informacia,
da
Tavdacva,
droisTvis
uflebebis
saqonlis
amomwuravi
saqonlisa
moqmedebebisgan da
SeZenili
zaralis
_
moZraoba
praqtikulad, momxmarebelTa
momxmarebelTa
saxeliT,
yvela kavSirebs
sasamarTlo
procesebze gamovides mosarClis saxiT. Ddazaralebul momxmarebels ufleba aqvs daicvas Tavi rogorc individualurad, ise jgufurad _ sainiciativo
jgufis
SemadgenlobaSi.
momxmarebelTa
uflebebis
dacvis erT-erTi formaa boikoti. Aarakomerciuli
sazogadoebrivi
momxmareblebis,
aramed
organizaciebi
reklamis
damkveTTa
iqmneba
mierac.
ara
marto
reklamistebis
sazogadoebrivi moZraoba mecxramete saukunis bolodan iwyeba da mTeli saukunis manZilze grZeldeba. Ddidi
gavleniT
gamoirCeva
saerTaSoriso,
arasamTavrobo
organizaciebi: saerTaSoriso savaWro palata, reklamis damkveTTa saerTaSoriso
asociacia,
bazrobebis
saerTaSoriso
kavSiri,
sazogadoebasTan urTierTobis saerTaSoriso asociacia da sxv. amJamad mraval qveyanaSi sareklamo saqmianobis regulirebis meqanizmi
samiarusian
struqturas
regulireba,
meore
warmoadgens.
iarusi
_
misi
regulireba
safuZvelia firmebis
sabazro
mier,
xolo
mwvervali _ saxelmwifo regulireba. msoflioSi dRes reklamis saerTaSoriso kodeqsic moqmedebs. igi disciplinaruli xasiaTisaa da adgens eTikur normebs, romelic unda daicvas
sareklamo
principebis
procesis
mixedviT,
yvela
reklama
sazogadoebis winaSe;
monawilem.
pasuxs
agebs
misi
ZiriTadi
momxmareblisa
da
reklama unda iyos kanonieri, keTilsindisieri,
Rirseuli da samarTliani; reklama unda eqvemdebarebodes Rirseuli konkurenciis principebs, romlebic miRebulia saqmian urTierTobebSi; reklamis
warmateba
amitomac
sareklamo
damokidebulia saqmianoba
mis
sazogadoebriv
yvelanairad
unda
aRiarebaze,
uwyobdes
xels
urTierTndobis ganmtkicebas. Ddidi aRiareba da gamoyeneba moipova saerTaSoriso savaWro palatis kodeqsebma:
sareklamo
praqtikis
kodeqsi,
gasaRebaze
zemoqmedebis
kodeqsi, direqt-meilisa da safosto SekveTebiT praqtikis kodeqsi, pirdapiri gayidvebis praqtikis kodeqsi, marketinguli da socialuri kvlevebis praqtikis kodeqsi. sabazro saqmianobis Sefasebis erTiani kriteriumebis
dadgeniT,
isini
xels
uwyoben
da
aregulireben
ekonomikur urTierTobebs qveynebs Soris. yovelive
aqedan
gamomdinare,
dakavSirebuli
firmebi
pasuxismgeblobas TviTregulirebaze. eyrdnobian
ukve
da es
niSnavs,
TviTregulirebis
rom
reklamasTan
grZnoben
socialur
TviTdisciplinasa TavianT
saqmianobaSi,
socialur-eTikuri
mecnieri
sxvadasxva
qveynebSi
TviTonve
zrunaven
Tanamedrove,
koncefcias.Aamerikeli
ganviTarebul
j.
doneebis
da isini
marketingis
bodvini
gvTavazobs
klasifikacias,
romelTagan
sareklamo industrias miesadageba sami kategoria: -
TviTdisciplina,
romlis
normativebi
dgindeba,
gamoiyeneba
da
cxovrebaSi tardeba TviTon firmis mier. -
wminda TviTregulireba, romlis normativebi dgindeba, gamoiyeneba da cxovrebaSi tardeba industriis mier.
-
Kkooperaciuli TviTregulireba, rodesac industria iwvevs gareSe pirebs
normativebis
dasadgenad,
gamosayeneblad
da
cxovrebaSi
gasatareblad.
saqarTveloSi reklamisa da sareklamo saSualebebis saqmianoba, iuridiuli
TvalsazrisiT,
regulirdeba
saqarTvelos
kanoniT
,,reklamis Sesaxeb�, romelic saqarTvelos parlamentma 1998 wlis 18 Tebervals
miiRo.
kanoni
qveynebis
gamocdilebaze
gaTvaliswinebulia sareklamo
SemuSavebulia dayrdnobiT,
msoflio
saSualebebis
wamyvani
praqtikaSi
sinTezi
ganviTarebuli
sadac miRebuli
adgilobriv
Sesabamisad, reklamisa
da
mentalitetTan
da
momxmareblis interesebTan. kanonSi drodadro garkveuli cvlilebebi da Sesworebebi Sedis. saqarTvelos
kanonmdebloba
saqarTvelos
konstituciis,
SeTanxmebebis
da
aqtebisgan. bazarze
igi
saerTaSoriso
saqarTvelos
aregulirebs
(fasiani
,,reklamis
sxva
bazris
Sedgeba
xelSekrulebebisa
sakanonmdeblo
saqarTvelos
qaRaldebis
Sesaxeb�
sasaqonlo
CaTvliT)
da
normatiuli da
safinanso
reklamis
warmoebis,
ganTavsebisa da gavrcelebis dros warmoqmnil urTierTobebs. misi mizania reklamis sferoSi jansaRi konkurenciis ganviTareba. sazogadoebrivi interesebis, reklamis subieqtebisa da momxmarebelTa uflebebis dacva, arasaTanado reklamis Tavidan acileba da sxva. saqarTveloSi mimdinare savaWro da sawarmoo procesebis fonze, kanonmdebloba moicavs zogad da specialur moTxovnebs reklamisa da reklamirebis momentSive,
procesisadmi. specialuri
gamouyeneblad
gasagebi
kerZod:
codnisa unda
reklama da
iyos.
misi
teqnikuri igi
warmodgenis saSualebebis
saqarTvelos
teritoriaze unda vrceldebodes saxelmwifo enaze. dauSvebelia
mTel im
saqonlis reklamireba, romlis warmoeba da realizaciac akrZalulia saqarTvelos
kanonmdeblobiT,
an
saWiroebs
specialur
nebarTvas
(licenzias). akrZalulia reklamaSi fizikuri piris gamosaxulebis an saxelis gamoyeneba
misi
nebarTvis
gareSe.
reklama
ar
unda
ubiZgebdes
momxmarebels Zaladobis, agresiisa da qaosisken, ar unda mouwodebdes maT
saSiSi
qmedebisken,
romelsac
SeuZlia
janmrTelobas an daemuqros mis usafrTxoebas.
ziani
miayenos
adamianis
saqarTvelos kanoniT ,,reklamis Sesaxeb� akrZalulia, radio, tele, video,
audio
da
kinoproduqciaSi
reklamiT
momxmarebelTa
yuradRebis erTdrouli aqcentireba saqonlis konkretul markaze (modelze,
artikulze),
damamzadebelze,
Semsrulebelze
an
gamyidvelze, im winaswari miTiTebebis gareSe, rom es aris reklama. dauSvebelia qvemoT CamoTvlili gadacemebSi reklamis CarTva da gadacemis
Sewyveta,
rogoricaa:
a)
sabavSvo
da
religiuri
gadacemebi; b) saqarTvelos prezidentis gamosvla, saqarTvelos parlamentis
plenaruli
sxdomebi,
RonisZiebebi,
saxelmwifo
pirTa
oficialuri
oficialuri
saxelmwifo
gamosvlebi.
g)
gadacemebi, romelTa xangrZlivoba 15 wuTze naklebia. saganmanaTleblo gadacemebi reklamiT SeiZleba Sewydes aranakleb 15 wuTSi erTxel da araumetes 45 wamiT, xolo gadacemebi, romelTa xangrZlivoba 1 saaTze naklebia _ araumetes 3-jer, translaciis ganmavlobaSi (gadacemebi, romelTa xangrZlivobaa 15 wuTidan 30 wuTamde _ erTxel, 30 wuTidan 45 wuTamde _ 2-jer, 45 wuTidan 1 saaTamde
_
3-jer,
dafarvis
saxiT
reklamirebisas,
maT
Soris
,,moZravi striqonis~ gamoyenebisas, misi zoma ar unda aRematebodes kadris farTis 7%-s. radio da tele gadacemebSi reklama dRe-Ramis ganmavlobaSi daSvebulia mauwyeblobis saerTo moculobis 15%-iT, xolo yoveli 1 saaTi saeTero drois ganmavlobaSi _ 20%-iT. es ar exeba
reklamasa
gadacemebs,
da
romlebic
specializebuli
sareklamo
registrirebulia,
tele-radio
rogorc
sareklamo
gadacema. gare reklama ar unda hgavdes sagzao niSnebsa da maCveneblebs. man ar unda gaauaresos am niSnebis maCveneblebisa da gzis xilvadoba, safrTxe ar unda Seuqmnas transportisa da qveiTad mosiaruleTa moZraobas.
Senoba-nagebobebze
ganTavsebuli
da
gavrcelebuli
reklama ar unda auaresebdes da amaxinjebdes maT arqiteqturul iersaxes.
aucilebelia
igi
iyos
konstruqciulad
mdgradi.
nebismieri saxiT gavrcelebuli gare reklama ar unda amaxinjebdes erovnul da msoflio kulturis saganZurSi Semaval istoriul da arqiteqturul Zeglebs. akrZalulia magari, spirtiani sasmelebisa da Tambaqos nawarmis
reklamis
nebismieri
dasaxlebuli
saxiT
punqtebis
gavrceleba
gamzirebze,
qalaqebisa
xidebze,
da
sxva
moednebze
(maT
mimdebare teritoriaze 20 metris farglebSi) da satransporto saSualebebze. akrZalulia, agreTve, alkoholiani sasmelebisa da Tambaqos
nawarmis
reklamiT
mimarTva
uSualod,
arasrulwlovanebisadmi. ar SeiZleba aseTi reklamis nebismieri saxiT gavrceleba arasrulwlovanebisTvis gaTvaliswinebul kino da
videomomsaxurebaSi,
radio
da
telegadacemebSi,
beWdviT
gamocemebSi. akrZalulia alkoholiani sasmelebisa da Tambaqos nawarmis reklamis gavrceleba sabavSvo, saswavlo da samedicino dawesebulebebSi, kulturisa da sportul organizaciebSi, maTgan 100 metris radiusze. socialuri gascems
reklamis
Sesabamisi
organoebi.
gavrcelebasa
saxelmwifo
socialur
komerciuli
da
reklamaSi
organizaciebi,
da
ganTavsebaze
adgilobrivi
ar
unda
individualuri
nebarTvas
mmarTvelobis
iyos
moxseniebuli
mewarmeebi,
saqonlis
konkretuli marka da agreTve, im saqonlis konkretuli marka, romelic
arakomerciuli
organizaciebis
damxmare
samewarmeo
saqmianobis Sedegia. fizikuri da iuridiuli firmebis socialuri reklamis warmoebisa da gavrcelebisTvis usasyidlo saqmianoba, an pirTa mier sakuTari qonebis, maT Soris fuladi saxsrebis, sxva fizikuri
da
iuridiuli
saqvelmoqmedo
pirebisTvis
saqmianobad,
gadacema,
romlisTvisac
iTvleba
saqarTvelos
kanonmdeblobiT, gaTvaliswinebulia SeRavaTebi. kanonis me-14 muxliT, daregulirebulia arasrulwlovanTa dacva reklamis
warmoebis,
saqarTvelos reklamiT
ganTavsebisa
kanonmdeblobiT,
gavrceleba.
yvela
da
gavrcelebis
akrZalulia sxva
saxis,
sabrZolo
maT
Soris
dros. iaraRis
sanadiro,
sportuli iaraRis reklamireba SeiZleba specialuri nebarTvis safuZvelze,
romelsac
Sesabamisi
organoebi.
xelovnuri
kvebis
gascemen
saqarTvelos
akrZalulia,
(garda
damatebiTi
Sinagan
saqmeTa
Cvil
bavSvTa
agreTve,
sakvebisa),
sawovariani
boTlebisa da satyuarebis nebismieri saxis reklama. reklamis
sferoSi
mimdinare
movlenebisa
da
procesebis
makontrolebel
da
maregulirebel
organos
warmoadgens
,,saqarTvelos saxelmwifo antimonopoliuri samsaxuri~. igi Tavisi kompetenciis mTel
farglebSi,
teritoriaze
antimonopoliuri
kanonmdeblobis aregulirebs
samsaxuri
dacviT,
saqarTvelos
sareklamo
saqmianobas.
,,monopoliuri
saqmianobisa
da
konkurenciis Sesaxeb~ saqarTvelos kanonis me-5 muxlis Sesabamisad, axorcielebs gamafrTxilebel RonisZiebebs da aRkveTs arasaTanado reklamas.
reklamis
ugzavnis
damkveTs,
miwerilobebs
kanonmdeblobis
mwarmoebelsa
,,reklamis
darRvevis
da
gamavrcelebels
Sesaxeb~
Sewyvetis
saqarTvelos
Taobaze
da
iRebs
gadawyvetilebebs kontrreklamis ganxorcielebaze. antimonopoliuri samsaxuris uflebamosil pirebs ufleba aqvT reklamis Sesaxeb saqarTvelos kanonmdeblobis damrRvevs, kanoniT dadgenili wesiT, daakisron administraciuli gasaxadi _ ,,reklamis Sesaxeb~ saxiT.
saqarTvelos
kanonmdeblobis
antimonopoliuri
reklamis
regulirebasa
samsaxuri da
damrRvevisaTvis, axorcielebs
kontrols
am
kanoniT
jarimis
socialuri dadgenili
limitis farglebSi. am
samsaxurs
ufleba
makontrolebeli
aqvs
Seuferxeblad
mwarmoebelTa
da
funqciis miiRos
gamavrcelebelTagan
gansaxorcieleblad reklamis
damkveTTa,
nebismieri
informacia
,,monopoliuri saqmianobisa da konkurenciis Sesaxeb~ saqarTvelos kanonis
me-5
akrZalulia
TaviT im
saidumloebas
miniWebuli
monacemebis Seicavs.
uflebamosilebis
gaxmaureba,
romlebic
antimonopoliur
samsaxurs,
farglebSi. komerciul romelic
saqarTvelos kanonmdeblobis Sesabamisad, uflebamosilia daicvas momxmarebelTa uflebebi da aRkveTos arasaTanado reklama, ufleba aqvs dados xelSekruleba reklamis damkveTTan, mwarmoebelTan da gamavrcelebelTan,
am
ukanasknelTa
mier
sareklamo
praqtikaSi
miRebuli wesebis da dacvis uzrunvelsayofad. kanonmdebloba iTvaliswinebs pasuxismgeblobas reklamis Sesaxeb kanonis uflebebi Sedegad,
nebismieri da
muxlis
interesebi
ufleba
aqvT,
damrRvevTaTvis. darRveulia
dadgenili
pirebs,
romelTa
arasaTanado
reklamis
wesiT,
sarCeliT
mimarTon
sasamarTlos janmrTelobisa da qonebis, saxelis, Rirsebisa da saqmianobis reputaciisTvis miyenebuli zianis kompensaciis Taobaze da moiTxovon arasaTanado reklamis sajarod uaryofa. pasuxismgebloba mwarmoebelsa reklamis
ekisreba,
da
gamavrcelebels,
Sesaxeb
kontrreklamis
agreTve,
magram
kanonmdeblobis
ganxorcielebis
reklamis ar
aTavisuflebs
darRvevis Taobaze
damkveTs,
aRkveTisa
da
gadawyvetilebebis
Sesrulebisgan. reklamis damkveTi pasuxs agebs, reklamis Sesaxeb saqarTvelos kanonmdeblobis, darRvevisTvis reklamis Sesaqmnelad wardgenili
informaciis
Sinaarsze,
Tu
ar
damtkicda,
rom
es
darRveva moxda reklamis mwarmoeblis an gamavrceleblis mizeziT. reklamis mwarmoebeli pasuxs agebs reklamis Sesaxeb saqarTvelos kanonmdeblobis reklamis
darRvevisTvis,
gaformebas,
im
nawilSi,
warmoebas
an
romelic
momzadebas.
exeba
reklamis
gamavrcelebeli ki, pasuxs agebs reklamis Sesaxeb saqarTvelos kanonmdeblobis
darRvevisTvis,
im
nawilSi,
romelic
reklamis
gavrcelebis dros, adgils an saSualebebs exeba. `saqarTvelos antimonopoliuri samsaxuri~ uflebamosilia miiRos gadawyvetileba agentis
mier,
darRvevis dadgenil
reklamis
da
winaaRmdeg
saqarTvelos
ekonomikuri
kanonmdeblobis
SemTxvevaSi. damrRvevi valdebulia
kontrreklama
vadaSi
ganxorcielebaze,
Sesaxeb
faqtis aRiarebis
gaavrcelos
xarji.
kontrreklamis
antimonopoliuri
aanazRauros
SemTxvevaSi,
masTan
saqme
samsaxuris
dakavSirebuli
gansaxilvelad
mier yvela
gadaecema
sasamarTlos. SeTanxmebis darRvevis SemTxvevaSi, Tu damrRvevma ar gaavrcela
kontrreklama
dadgenil
samsaxuri
uflebamosilia
miiRos
gadawyvetileba
reklamis,
srulad
nawilobriv,
SeCerebis
an
valdebulia
amis
Sesaxeb
warmoebaze,
ganTavsebasa
vadaSi,
dauyovnebliv da
antimonopoliuri damrRvevis
Taobaze.
acnobos
gavrcelebaze
igi
reklamis dadebuli
xelSekrulebis yvela monawiles. kontrreklama unda gavrceldes imave saSualebebiTa da Tanmimdevrobis, sivrcisa da adgilis imave maxasiaTeblebis kontrreklamis
gamoyenebiT, Sinaarsi
unda
rogorc
arasaTanado
SeuTanxmdes
reklama.
antimonopoliur
samsaxurs.
misi
gadawyvetilebiT,
SeiZleba
kontrreklamis
gavrcelebis saSualebaTa Tanmimdevrobis, sivrcisa da adgilis maxasiaTebelTa Secvla.
Aantimonopoliuri
kanonmdeblobis,
dacvis
kanonmdeblobisa
Sesaxeb~
kanonmdeblobis
darRvevis
antimonopoliuri gamoiwvevs
_
da
Sewyvetis
samsaxuris~
fizikur
,,momxmarebelTa ,,reklamis Taobaze,
miwerilobis
pirTa
uflebebis
dajarimebas
Sesaxeb~
`saxelmwifo
Seusrulebloba
300-dan
600
laramde,
sawarmoebis, dawesebulebebisa da organizaciebis pasuxismgebeli pirebisa _ 1000-dan 3000 laramde. saqarTveloSi
moqmed
sareklamo
saqmianobis
maregulirebel
sakanonmdeblo da normatiul aqtebs Soris, aRsaniSnavia agreTve, kanoni _ ,,mauwyeblobis Sesaxeb~, kanoni _ ,,regulirebis safasuris Sesaxeb~,
saqarTvelos
komunikaciebis
erovnuli
komisiis
dadgenileba _ ,,regulirebis safasuris gansazRvrisa daGgadaxdis wesis Sesaxeb~ da sxva. rogorc vxedavT, sareklamo biznesi mudam iyo, aris da iqneba sazogadoebrivi
cxovrebis
cxoveli
yuradRebis
centrSi.
sareklamo saqmianobis regulirebis efeqturad funqcionirebadi sistemis
Seqmna
da
misi
Semdgomi
srulyofaAsakanonmdeblo
organoebis mudmivi zrunvis sagnad unda iqces da maqsimalurad iTvaliswinebdes sareklamo komunikaciisa da mTlianad, sareklamo industriis
yvela
monawilis
interesebs.
amitom,
am
biznesTan
dakavSirebuli sxvadasxva specialobis yvela piri, valdebulia imuSaos SegnebiT.
udidesi socialuri pasuxismgeblobis
grZnobiTa
da
Lliteratura
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6 Дарк А., Маркетинг: Эффективные приёмы, “Питер”, М., 2004; 7 . Котлер Ф., Маркетинг - менеджмент; “Питер“, М., 2000; 8. Котлер Ф., Маркетинг; “Прогресс“, М., 2003; 9. Перси А., Росситер дж. Р. Реклама и Продвижения товаров. “Питер“, М., 2003; 10 . Почепцов Г.П. Паблик Рилейменз., “Центр“, М., 2003; 11 . Мориарти С., Бергел Дж. Маркетинговые коммуникации, “Питер“, М., 2002; 12 . Стоун. Б. Джейкобс Рон. Стратегические управление рекламными компаниями “Питер“, М., 2004; 13. Гампсон М. Принглх. Энергия торговой марки. “Питер“, М., 2001; . 14. Рассел Томас. Рекламные процедуры клепнера “ Питер“, М., 2004; .15 Тоби Линда. Реклама. (Учебнык) “Питер“, М., 2003; Минск 1997. . 16 Jefkin Frank. Advertising Financial times, Prentice Hall Paris 2001.