saarCevno kampaniebis momzadeba da Catareba
saarCevno kampaniebis momzadeba da Catareba saarCevno kampaniebis momzadeba da Catareba
erT-erTs maiinc SeexebiT, auditoria simpatias gamoxatavs Tqvens mimarT. xolo, Tu Tqven ar SeexebiT saerTod arcerT faseulobas, riskavT qedmaRli da gulgrili gamoCndeT sxvaTa azris mimarT. 7. winasaarCevno agitacia fostis meSveobiT ra upiratesobebi aqvs fostis meSveobiT Catarebul winasaarCevno agitacias? adgilobriv doneebze winasaarCevno kampaniebis umetesobaSi, uSualo safosto gzavnilebi amomrCevelTa agitaciis yvelaze gavrcelebul da ekonomiur saSualebas warmoadgenen. warsulSi, pirdapiri safosto gzavnilebi, ZiriTadad werilebs iTvaliswinebda. amJamad ki arsebobs maT gamravalferovnebis tendencia:broSurebi, bukletebi, sivrciTi suraTebi, Ria baraTebi da a.S., rac ki SeiZleba fostiT gaigzavnos. safosto mimarTvebi mkafio, suraTebiani, dasamaxsovrebeli fotoebiTa da yuradRebis mimpyrobi CanarTebiT, aZliereben amomrCevelTa Soris yofnis efeqts. radio-, tele- da sagazeTo reklamisagan gansxvavebiT, romlebic erTnairi xarisxiTaa gamiznuli rogorc amomrCevelze, ise sxva, ara-amomrCevel pirebze, fostis meSveobiT ganxorcielebuli winasaarCevno agitacia saSualebas mogcemT uSualod daukavSirdeT registrirebul amomrCevlebs. saarCevno kampaniisaTvis gamoyofili saxsrebi ixarjeba mxolod im adamianebze, romlebsac ufleba aqvT, rom Tqven mogcen xma. fostis meSveobiT winasaarCevno kampania SeiZleba warimarTos partiuli mikuTvnebis, asakis, sqesis, sacxovrebeli adgilisa da sxva faqtorebis gaTvaliswinebiT, romelTa mixedviTac Tqven gegmavT xarjebs saarCevno kampaniis biujetidan. konkretuli winadadebebiT amomrCevelTa konkretuli jgufisadmi mimarTva saxsrebs dagizogavT. pirdapiri safosto mimarTvebi, uSualo kontaqtebTan da satelefono monacemTa bankTan erTad, saarCevno kampaniebis personalizaciis erT-erT saukeTeso saSualebas warmoadgens. magaliTad, kompiuterze dabeWdili werilebi SeiZleba konkretul amomrCevels gaugzavnoT. Tqvens mxardamWerebs da pirebs, romlebic nebayoflobiT gexmarebian saarCevno kampaniaSi, SeuZliaT piradad gaavrcelon werilebi da Ria baraTebi TavianT megobrebs, mezoblebsa da TanamSromlebs Soris. rac ar unda dagegmoT, yovelTvis gaxsovdeT, rom udides STabeWdilebas moaxdenT amomrCevelze, Tu koordinacias gauwevT Tqvens Zalisxmevas. Tu amomrCeveli iRebs mimarTvas uSualod fostiT, ismens reklamas radioTi, kiTxulobs mas gazeTebSi da amavdroulad, piradad gxvdebaT Tqven, da es yvelaferi xdeba erTsa da imave dRes, es aucileblad aamaRlebs Tqvens popularobas. da bolos, ar dagaviwydeT, rom gaecnoT politikuri agitaciis mareglamentirebeli kanonebis moTxovnebs, raTa Tavidan aiciloT usiamovnebebi da fostiT dagzavnil masalebSi SeitanoT kanoniT moTxovnili yvela Setyobineba. 120
a miznebis miRwevas uwyobs xels pirdapiri safosto mimarTvebi? 1. popularoba: Seqmna da gaZliereba. amomrCevlisaTvbis sareklamo nakrebis an broSuris fostiT gagzavnis TiToeul SemTxvevaSi, Tqven ufro da ufro popularuls xdiT sakuTar Tavs amomrCevelTa Soris. ramdenadac saarCevno kampania xels uwyobs adgilobrivi mowinave beWdviTi gamocemebis mxridan qvendami ndobis amaRlebas, presis yuradReba uzrunvelyofili geqnebaT. popularobis zrdis kvaldakval, amomrCevelTa yuradReba saarCevno kampaniis sxva elementebze, magaliTad, mis ZiriTad problemebze, gadaitaneba. 2. imijis Seqmna. rogori STabeWdilebis moxdena gsurT? safosto mimarTvebis meSveobiT SegiZliaT SeqmnaT simSvidis, kompetenturobis, pasuxismgebluri, saqmis keTebis mosurnis, ojaxuri faseulobebis momxris imiji. fotosurTebis gamoyeneba iseve mniSvnelovania, rogorc mimarTvis teqstisa. SesaniSnavad dawerili teqstic ki SeiZleba ar iqnas yvela amomrCevlis mier wakiTxuli, magram TiTqmis yvela maTgani Seavlebs Tvals fotosuraTs. mesame mxareebis an masobrivi sainformacio saSualebebis mier werilebis gagzavna aseve Seuwyobs xels Tqvens popularobas. olqebidan gamogzavnili werilebi, rogoc xelnaweri, ise nabeWdi, SeiZleba efeqturad iqnas gamoyenebuli saarCevno kampaniaSi. 3. saaCevno kampaniis ZiriTadi sakiTxebis SemuSaveba pirdapiri safosto mimarTvebis gamoyenebisas SeiZleba moixazos saarCevno kampaniis ZiriTadi problemebi da maTdami Tqveni pozicia. romeli problemebia olqisaTvis yvelaze mniSvnelovani: ganaTlebis, transportis, saxelmwifo gadasaxadebis, Tu danaSaulobebis? aRniSneT problema da miuTiTeT Tqveni pozicia, gaamagreT igi efeqturi fotoebiTa da minimaluri moculobis teqstiT. amomrCevlisadmi mimarTva konkretuli problebis Sesaxeb - masTan urTieTobis efeqtur saSualebas warmoadgens, Tuki gyavT nebayoflobiT TqvenTan momuSave TanaSemweebi an gaqvT fuladi saxsrebi. es forma iTvaliswinebs satelefono saubrebs, romelTa drosac vlindeba is problemebi, romlebic yvelaze metad awuxebs amomrCevels, da agreTve am problemebisadmi miZRvnili daskvniTi werili. magaliTad, Tqveni TanamSromeli telefoniT urekavs margaret jonss da arkvevs, rom mas jer ar gadauwyvetia, Tu vis misces xma, xolo ZiriTadi problema, rac ma awuxebs, aris ganTleba. amis Semdeg, Tqveni saarCevno kampaniis TanamSromlebi mas gaugzavnian sareklamo masalebis kompleqts, romelic eZRvneba Tqvens gegmebs mxolod da mxolod ganaTlebis gaumjobesebis Sesaxeb. rigi saarCevno kampaniebis dros, amomrCevels eZleva saSualeba, rom upasuxos pirdapir SekiTxvebs; sxva SemTxvevebSi, amomrCevels eZleva arCevanis saSualeba, magaliTad, gadasaxadebis, jandacvis, samuSao adgilebis, ganaTlebis problemebze dasmuli SekiTxvebis sapasuxod. 121
- Page 69 and 70: Tqven seriozuli yuradReba unda dauT
- Page 71 and 72: • stumrebis ganTavseba; • gamag
- Page 73 and 74: SemomwirvelebisaTvis werilebis Sedg
- Page 75 and 76: telefoniT saxsrebis efeqturi Segrov
- Page 77 and 78: daniSneT finansebze pasuxismgebeli
- Page 79 and 80: dadgemvis strategia anawilebs kandi
- Page 81 and 82: organizaciebis reitingi. es CamonaT
- Page 83 and 84: wesi 2: gaarkvieT rogor surs kandid
- Page 85 and 86: wesi 6: yoveli mowveva miwodebul un
- Page 87 and 88: kandidatis gegmebis Sesaxeb Jurnali
- Page 89 and 90: 4. dagegmvis teqnologia dagegmvis m
- Page 91 and 92: kampaniis gegmaSi aRniSnul raionebs
- Page 93 and 94: gegmebis SemuSaveba warmatebis misa
- Page 95 and 96: unda gamoiyenos gamarjvebis misaRwe
- Page 97 and 98: amomrCevlebs, rom Tqven igive sakiT
- Page 99 and 100: apirebs ukeTesobisaken cvlilebebs.
- Page 101 and 102: winasaarCevno kampania vakuumSi ar
- Page 103 and 104: warmoadgenen gamosvlebi, debatebi,
- Page 105 and 106: amomrCevlebs, da rom Tqven kandidat
- Page 107 and 108: momuSave Tqveni momxre. aucileblad
- Page 109 and 110: gamosvlebi publikis winaSe da polit
- Page 111 and 112: • arCeviT Tanamdebobaze arCevis m
- Page 113 and 114: 4. moerideT mravalsityvaobas. Semoi
- Page 115 and 116: 6. kandidatis zepiri gamosvlebis mo
- Page 117 and 118: ogor SeiZleba maqsimalurad efeqtura
- Page 119: 4. CaicviT ise, rom yuradReba miipy
- Page 123 and 124: dros safosto gzavnilebi SeiZleba ga
- Page 125 and 126: 4. sakuTari biujetis gaTvaliswinebi
- Page 127 and 128: arCevnebamde 5 kviriT adre. qveni k
- Page 129 and 130: 2. masobrivi informaciis saSualebeb
- Page 131 and 132: 3. masobrivi informaciis saSualebeb
- Page 133 and 134: iografiaSi Setanili TiToeuli sityva
- Page 135 and 136: ogor unda daiweros pres-relizi? 1.
- Page 137 and 138: pres-konferencias arasodes ar moepy
- Page 139 and 140: sinamdvileSi, Zalian kargi iqneba,
- Page 141 and 142: 6. SeaTanxmeT radio-sareklamo kampa
- Page 143 and 144: eportiorebTan sasaubrod. radios Tan
- Page 145 and 146: intervius dawyebisas: 1. moewyeT mo
- Page 147 and 148: 5. politikuri reklama gazeTebSi fas
- Page 149 and 150: 2. adgilobrivi problemebi. romeli p
- Page 151 and 152: masobriv sainformacio saSualebebSi
- Page 153 and 154: 4. ramdenad aqtualuria movlena adgi
- Page 155 and 156: mizniT, es gaakeTeT manam, sanam da
- Page 157 and 158: 2. miswereT mkafio, gamomsaxveli fo
- Page 159 and 160: ganrigSi ar SeitanoT piradi Sexvedr
- Page 161 and 162: (es unda iyos TxrobiT formaSi dawer
- Page 163 and 164: RonisZiebebi, romlebic xels uwyoben
- Page 165 and 166: saarCevno uflebebis garantiebis~ Se
- Page 167 and 168: ubnebis gamovlenac, sadac yvelaze m
- Page 169 and 170: aqvs darCes iq xmebis daTvlisa da x
erT-erTs maiinc SeexebiT, auditoria simpatias gamoxatavs Tqvens mimarT. xolo, Tu Tqven<br />
ar SeexebiT saerTod arcerT faseulobas, riskavT qedmaRli <strong>da</strong> gulgrili gamoCndeT<br />
sxvaTa azris mimarT.<br />
7. wina<strong>saarCevno</strong> agitacia fostis meSveobiT<br />
ra upiratesobebi aqvs fostis meSveobiT Catarebul wina<strong>saarCevno</strong> agitacias?<br />
adgilobriv doneebze wina<strong>saarCevno</strong> <strong>kampaniebis</strong> umetesobaSi, uSualo safosto gzavnilebi<br />
amomrCevelTa agitaciis yvelaze gavrcelebul <strong>da</strong> ekonomiur saSualebas warmoadgenen.<br />
warsulSi, pir<strong>da</strong>piri safosto gzavnilebi, ZiriTa<strong>da</strong>d werilebs iTvaliswineb<strong>da</strong>. amJamad ki<br />
arsebobs maT gamravalferovnebis tendencia:broSurebi, bukletebi, sivrciTi suraTebi, Ria<br />
baraTebi <strong>da</strong> a.S., rac ki SeiZleba fostiT gaigzavnos. safosto mimarTvebi mkafio,<br />
suraTebiani, <strong>da</strong>samaxsovrebeli fotoebiTa <strong>da</strong> yuradRebis mimpyrobi CanarTebiT, aZliereben<br />
amomrCevelTa Soris yofnis efeqts.<br />
radio-, tele- <strong>da</strong> sagazeTo reklamisagan gansxvavebiT, romlebic erTnairi xarisxiTaa<br />
gamiznuli rogorc amomrCevelze, ise sxva, ara-amomrCevel pirebze, fostis meSveobiT<br />
ganxorcielebuli wina<strong>saarCevno</strong> agitacia saSualebas mogcemT uSualod <strong>da</strong>ukavSirdeT<br />
registrirebul amomrCevlebs. <strong>saarCevno</strong> kampaniisaTvis gamoyofili saxsrebi ixarjeba<br />
mxolod im a<strong>da</strong>mianebze, romlebsac ufleba aqvT, rom Tqven mogcen xma.<br />
fostis meSveobiT wina<strong>saarCevno</strong> kampania SeiZleba warimarTos partiuli mikuTvnebis,<br />
asakis, sqesis, sacxovrebeli adgilisa <strong>da</strong> sxva faqtorebis gaTvaliswinebiT, romelTa<br />
mixedviTac Tqven gegmavT xarjebs <strong>saarCevno</strong> kampaniis biujeti<strong>da</strong>n. konkretuli<br />
wina<strong>da</strong>debebiT amomrCevelTa konkretuli jgufisadmi mimarTva saxsrebs <strong>da</strong>gizogavT.<br />
pir<strong>da</strong>piri safosto mimarTvebi, uSualo kontaqtebTan <strong>da</strong> satelefono monacemTa bankTan<br />
erTad, <strong>saarCevno</strong> <strong>kampaniebis</strong> personalizaciis erT-erT saukeTeso saSualebas<br />
warmoadgens. magaliTad, kompiuterze <strong>da</strong>beWdili werilebi SeiZleba konkretul<br />
amomrCevels gaugzavnoT. Tqvens mxar<strong>da</strong>mWerebs <strong>da</strong> pirebs, romlebic nebayoflobiT<br />
gexmarebian <strong>saarCevno</strong> kampaniaSi, SeuZliaT pira<strong>da</strong>d gaavrcelon werilebi <strong>da</strong> Ria baraTebi<br />
TavianT megobrebs, mezoblebsa <strong>da</strong> TanamSromlebs Soris.<br />
rac ar un<strong>da</strong> <strong>da</strong>gegmoT, yovelTvis gaxsovdeT, rom udides STabeWdilebas moaxdenT<br />
amomrCevelze, Tu koordinacias gauwevT Tqvens Zalisxmevas. Tu amomrCeveli iRebs<br />
mimarTvas uSualod fostiT, ismens reklamas radioTi, kiTxulobs mas gazeTebSi <strong>da</strong><br />
amavdroulad, pira<strong>da</strong>d gxvdebaT Tqven, <strong>da</strong> es yvelaferi xdeba erTsa <strong>da</strong> imave dRes, es<br />
aucileblad aamaRlebs Tqvens popularobas.<br />
<strong>da</strong> bolos, ar <strong>da</strong>gaviwydeT, rom gaecnoT politikuri agitaciis mareglamentirebeli<br />
kanonebis moTxovnebs, raTa Tavi<strong>da</strong>n aiciloT usiamovnebebi <strong>da</strong> fostiT <strong>da</strong>gzavnil<br />
masalebSi SeitanoT kanoniT moTxovnili yvela Setyobineba.<br />
120
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