iv. javaxiSvilis saxelobis Tbilisis saxelmwifo universiteti ...

iv. javaxiSvilis saxelobis Tbilisissaxelmwifo universitetiCarita jaSiEelisabed xaxutaiSvilireklama da stimulirebaleqciebis kursi20121

saleqcio kursSi `reklama da stimulireba ` mocemuliaintegrirebuli marketinguli komunikaciebis arsi,mastimulirebeli kompleqsis mniSvneloba warmatebulimarketinguli strategiis ganxorcielbisaTvis.saleqcio kursSi ganxilulia komunikaciis stimulirebisformebi da meTodebi, sareklamo kampaniis marketingulimiznebi, gayidvebis stimulirebis formebi, sazogadoebasTanurTierTobebi da korporatiuli reklama, sareklamo mediastrategia, misi parametrebi da sxva.naSromi Sesrulebuli Tbilisis saxelmwifo universitetisekonomikisa da biznesis fakultetis marketingis kaTedraze.saleqcio kursi gankuTvnilia saxelmZRvanelod biznesis administrirebisspecialobis studentebis, magistrantebisaTvis,aseve praqtikos marketologebisa da menejerebisaTvis.rekomendirebulia iv. javaxiSvili saxelobis Tbilisis saxelmwifouniversitetis ekonomikisa da biznesis fakultetissaredaqcio sagamomcemlo sabWos (2012 wlis 21 ivnisis sxdomisoqmi 4 ) dadgenilebiT.redaqtori : nugzar Toduasruli profesori, ekonomikur mecnierebaTa doqtorirecenzeti : babulia mRebriSviliekonomikis doqtori, asocirebuli profesori2

SinaarsiTavi 1. marketinguli komunikaciebis arsi damisi Taviseburebani1.1. integrirebuli marketinguli komunikaciis koncefcia1.2. Mmastimulirebli kompleqsis strategiebi1.3. marketinguli komunikaciebis ZiriTadi Taviseburebani1.4. komunikaciis procesi;1.5. komunikaciuri sistemis saxeebi1.6. momxmarebelTa loialურobis , erTgulebis miRweva1.7. marketinguli komunikaciebis zemoqmedeba.Tavi 2. reklamis arsi, miznebi da amocanebi2.1. reklamis gansazRvra2.2. reklamis evoluciuri etapebi2.3. reklamis saxeebi2.4. reklamis socialuri aspeqtebi2.5. reklamis ganxorcielebis organizaciuli formebi2.6. reklamis efeqtianobis Sefaseba.Tavi 3 reklamis gavlena momxmarebelTa qcevaze3.1.reklamis socialur-fsiqologiuri aspeqtebi da modelebi3.2.Sida da gare faqtorebis zegavlena adamianis qcevaze3.3. reklamis fsiqologiuri zemoqmedeba momxmarebelze3.4. motivaciis Teoriebi da modeli3.5. sareklamo mimarTvebis SemuSavebis procesiTavi 4. komunikaciebis stimulirebis formebi da meTodebi4.1. strategiuli koncefciebis principebi4.2. reklamis stimulirebis efeqturobis eqvsi etapi3

8.3. reklamis kalendaruli dagegmva da ganlagebis grafiki8.4. reklamis xerxebi transformaciuli uditoriisTvis.5. socialuri media-marketingiTavi 9. sareklamo kvlevebis strategia9.1. sareklamo kvlevebis strategiis SemuSaveba9.2.situaciis analizi, xarisxobrivi da raodenobrivi kvlevebi9.3.SefasebiTi kvleva. reklamis testireba9.4. markis gamocnobis sareklamo xerxebi.9.5 informaciis miRebis da damuSavebis modeli _ urTierTobisformirebis safuZveliTavi 10 saerTaSoriso reklamis ganviTarebis tendenciebi.10.1 globaluri reklamis Taviseburebani10.2. saerTaSoriso reklama10.3. saerTaSoriso reklamis ganviTarebis tendenciebi10.4 saerTaSoriso reklamis organizacia5

Tavi 1. marketinguli komunikaciebis arsi damisi ZiriTadi Taviseburebani1.1 .integrirebuli marketinguli komunikaciis koncefciaarsebuli da potenciuri momxmarebelTan partnioruliurTierToba moiTxovs did Zalisxmevasa da koordinirebulqmedebas. integrirebuli marketinguli komunikaciis koncefciisTanaxmad kompaniam unda gaerTianos stimulirebis saSualebebi daSeqmnas mastimulirebeli kompleqsi. Tanamedrove momxmarebelibevrad ufro informirebuli da gacnobierebulia, amave dros misidarwmuneba ufro met Zalisxmevas moiTxovs. mwvave konkurentulgaremoSi arc Tu ise iolia momxmarebelTa interesebisdakmayofileba, maTi SenarCuneba da axali momxmarebelis mopoveba.Aamitom bazarze poziciebis ganmtkiceba rTul amocanaswarmoadgens. imisaTvis, rom uzrunvelyofil iqnes produqtiswarmatebiT realizacia, kompaniebma unda gaakeTon yvelaferiimisaTvis,rom momxmarebelisaTvis sakmaod mimzidveli gaxadon maTmier warmoebuli da SeTavazebuli produqti. Mmarketingulmasamsaxurma unda SesZlos originalur, informaciul da mimzidvelmimarTvebTan erTad momxmarebelTa darwmuneba konkretuliproduqtis vargisianobaSi.marketinguli komunikaciebis strategiis saboloo mizanimdgomareobs imaSi, rom daexmaros firmas misi produqtis momgebiangayidvaSi da uzrunvelyos biznesis warmateba. Mmasobrivimarketingidan fokusirebul marektingze gadasvlam kidev ufrodidi mniSvneloba mianiWa integrirebul marketinguli komunikaciismwyobr, Camoyalibebul sistemas.kompaniis integrirebul marketinguli komunikaciebi anu sruli6

Mmastimulirebeli kompleqsi warmoadgens reklamirebis, gayidvis,stimulirebis, sazogadoebasTan urTierTobebis personalurigayidvebisa da pirdapiri marketingis erTobliobas. Mman xeli undaSeuwyos miznobriv momxmarebelTa jgufebis identificirebasa dakargad koordinirebuli mastimulirebeli programebisfunqcionirebas.integrirebul marketinguli komunikacia mravalikomponentisagan Sedgeba, saWiroa TiToeuli maTganis efeqtianiamoqmedeba.momxmarebelTan komunikaciis urTierToba sxvadasxvadepartmantebSi igegmeba. sareklamo dagegmva sareklamoganyofilebis mier igegmeba, personalur gayidvas saTavSi udgasgayidvebis departamenti, aseve sazogadoebriv urTierTobebisdepartementi gayidvebis stimulirebisa da pirdapir marketingis.marketinguli komunikaciebi warmoadgens miznobriviauditoriisTvis produqtis Sesaxeb informaciis miwodebis process.arc erT firmas ar ZaluZs mizanmimarTuli stategiuli gegmisgareSe moqmedeba. kompania warmatebas miaRwevs mxolod imSemTxvevaSi, Tu igi imoqmedebs miznobriv momxmarebelze, romelicdainteresebuli da gacnobierebuli iqneba firmis marketinguliprogramiT. marketingi gulisxmobs ara mxolod momxmarebelTamoTxovnebis detalur, Seswavlas da maTTvis SeTavazebulimomsaxurebis aprobirebas, aramed axal moTxovnaTa formirebisa dagasaRebis stimulirebis Sesaxeb aqtiuri amocanebis gadawyvetas,gayidvis moculobis gazrdis da bazarze saqmianobis efeqturobisada momgebianobis amaRlebis mizniT. swored am mizans emsaxurebamarketinguli komunikaciebis kompleqsi.Eefeqtiani marketinguli komunikaciebis danergvaxorcieldeba Semdegi TanmimdevrobiT: xdeba miznobrivi auditoriisidentifikacia, ganisazRvreba misi sasurveli sapasuxo reaqcia,romelic xSir SemTxvevaSi Sesyidvas gulisxmobs; ganisazRvrebakomunikaciuri kompaniis miznebi, xdeba komunikaciuri informaciis7

damuSaveba, komunikaciuri arxebis SerCeva, dgindeba auditoriasTanukukavSiri, muSavdeba winsvlis saerTo taqtika, biujeti, xdebawinsvlis meTodebis arCeva da fasdeba komunikaciuri saqmianobisefeqturoba.miznobrivi auditoria TavisTavad warmoadgens potenciur anarsebuli momxmarebelTa erTobliobas, romlebic iRebengadawyvetilebas Sesyidvaze an axdenen maTze gavlenas. miznobriviauditoriis saxiT SeiZleba ganvixiloT individebi, adamianTajgufebi, sazogadoebis sxvadasxva fenebi. amrigad, miznobriviauditoria gulisxmobs ara marto potenciur momxmarebels.marketinguli procesis monawile ewodeba nebismier pirs, romelicexmareba kompanias warmatebasa da misi produqtis winsvlaSi. aserom marketinguli procesis monawileebi SeiZleba iyvnen firmisTanamSromlebi, misi produqciis gamyidvelebi, mimwodeblebi,adgilobrivi mosaxleoba visTvisac iwarmoeba da realizdebasaqoneli, masobrivi informaciis saSualebebi, komerciulisaqmianobis saxelmwifo regulirebis organoebi da agreTvemyidvelebi.miznobrivi auditoria SeiZleba imyofebodes Sesyidvismzadyofnis eqvsi stadiidan nebismierze, romlebsac myidveliCveulebriv gadis Sesyidvis srulyofis gzaze: gaTviTcnobiereba,codna, keTilganwyoba, upiratesoba, darwmunebuloba, Sesyidvissrulyofa. cxadia, rom komunikaciuri kompaniis miznebi, romlebicorientirebulia sxvadasxva stadiaze myof myidvelze,gansxvavebulia.marketinguli komunikaciebi mimarTulia imisken, rom miawodosmiznobriv auditorias gansazRvruli informacia da daarwmunosigi Secvalos Tavisi saqcieli an damokidebuleba. firmagamyidvelebimomxmarebelTa darwmunebisaTvis iyeneben sxvadasxvasaSualebebs - nebismier informacias, mosazrebebs da stimulebs.marketinguli komunikaciebi mimarTulia gansazRvruliamocanebis gadasaWrelad, romlebic unda Seesabamebodnen8

komunikaciis programis miznebs. Cveulebriv, am miznebis arealSiaSeuqmnan myidvelebs warmodgena savaWro markaze, gaavrceloninformacia, gazardon sabazro kultura, moaxdinon kompaniispozitiuri imijis formireba. nebismieri marketingulikomunikaciebis saboloo mizani is aris, rom daexmaros firmasproduqtis gayidvaSi da amgvarad ganamtkicos Tavisi biznesi.momxmarebelTa nabijebis Tanmimdevruli codna maT mierSesyidvis ganxorcielebisas, komunikator-marketologs aZlevskomunikaciuri miznebis zustad gansazRvrisa da maTi ukeTdagegmvis saSualebas.auditoriis sasurveli reaqciis gansazRvris Semdeg muSavdebakomunikaciuri cnobebi. amasTan, ganisazRvreba, Tu ra gadaices -mimarTvis Sinaarsi, rogor gadaices misi struqtura da ranairadgadaices Setyobinebis formati.ZiriTadad, komunikaciuri Setyobinebis Sinaarsi SeiZlebadaiyos sam principad: racionaluri, emociuri da moraluri. erTerTimaTganis arCeva ganisazRvreba miznobrivi auditoriisSemadgenlobiTa da reklamirebuli produqciis xasiaTiT.marketinguli komunikaciebi mowodebulia Seuqmnan miznobrivauditorias warmodgena firmis saerTo marketingul strategiaze -produqtis, misi fasisa da gayidvis xerxebis Sesaxeb informaciisgacnobis saSualebiT, raTa aRuZran maT interesi an miaRebinongansazRvruli gadawyvetileba. produqts, fass da gavrcelebisformebs SeuZliaT miawodon momxmarebels mniSvnelovani sabazroinformacia. es sami elementi marketingul komunikaciebTan erTadqmnis miqs-marketings. marketinguli komunikaciebi gamoiyeneba miqsmarketingissami elementis mniSvnelovani TaviseburebebisdemonstrirebisaTvis - momxmareblis dainteresebis mizniT SeiZinosproduqti.marketinguli komunikaciebi miqs-marketingis sxva elementebTanerTad warmoadgenen sakvanZo faqtors strategiuli gadawyvetilebebismisaRebad marketingis gegmis safuZvelze, marketingis9

gegma warmoadgens dokuments, romelSic aisaxeba mimdinaremarketinguli situaciebis analizi, xdeba sabazro SesaZleblobebisda maTTan dakavSirebuli problemebis identificireba, dgindebaganviTarebis miznebi da moqmedebaTa gegma.integrirebuli marketinguli komunikacia IMC kompaniisstimulirebis elementebis erToblioba da koordinirebamarketinguli mimarTvebis gavrcelebisaTvis SeiZlebagamoyenebul iqnes komunikaciis sxvadasxva saxeebi. es procesiSeiZleba ganxorcieldes rogorc winaswar damuSavebulimarketinguli komunikaciebis programis saSualebiT, ise miqsmarketingiselementebis daugegmavi gamoyenebis SedegebiTa damomxmareblebTan kontaqtis sxva saSualebebiT. marketingulikontaqtis miRwevisaTvis gamoiyeneba dagegmil da daugegmavimarketinguli mimarTvebi.- dagegmili mimarTvebis miwodebisaTvis momxmarebelzegamoiyeneba komunikaciis Semdegi instrumentebi: reklama, gasaRebisstimulireba, sazogadoebasTan urTierTobebi, pirdapiri marketingi,personaluri gayidvebi, vaWrobis stimulirebis /specialurisaSualebebi, SefuTva, specialuri suvenirebi, sponsoroba,licenziis wardgena, servisuli momsaxureba/. mokled, davaxasiaTodTiToeuli maTgani:reklama - konkretuli piris mier komunikaciis nebismierigadaxdili forma, romelic gankuTvnilia saqonlis winsvlisaTvis,momsaxurebis an ideisaTvis. Tumca reklamis zogierTi saxe (mag.pirdapiri safosto gzavnilebi) orientirebulia konkretulindividebze, sareklamo gzavnilebis umravlesoba maincgankuTvnilia mosaxleobis didi jgufisaTvis da vrceldebamasobrivi informaciis iseTi saSualebebiT, rogoricaa radio,televizia, gazeTebi da Jurnalebi.Seicvala damokidebulebareklamis mimarT. Tanamedrove marketingis mixedviT saWiroamavaldargovani arsebis gamoyeneba, rom rac Seizleba metimomxarebeli hyavedes reklamirebul produqts.10

gasaRebis stimulireba – marketinguli zemoqmedebissxvadasxva saxeebi, romlebic gansazRvruli droiT zrdianproduqtis sawyis fass da pirdapir astimulireben myidvelismomsaxurebis aqtiurobas, distributorebisa da savaWropersonalis muSaobas.sazogadoebasTan urTierTobebi – koordinirebuli Zalisxmevaproduqtis sasurveli warmodgenis Seqmnaze (mosaxleobisazrovnebaSi). isini realizdebian gansazRvruli programisa damoqmedebis saxeobis SenarCunebiT, romlebic ar ariandakavSirebuli produqtis pidapir gayidvasTan: komerciuliTvalsazrisiT publikaciebi presaSi, "pablisiTi" radiosa dateleviziaSi.pirdapiri marketingi – marketingis integrirebuli sistema,romelic momxmarebels aZlevs martivad miiRos misTvis sainteresocnobebi da SeiZinos produqti informaciis gavrcelebis sxvadasxvaarxebis saSualebiT. igi moicavs pirdapir safosto gzavnilebs,beWdviTi katalogebiT SekveTebis gamoyenebas da katalogebiTgayidvas on line–is reJimSi.personaluri gayidvebi – piradi kontaqtis damyareba erT anramdenime potenciur myidvelTan produqtis gayidvis mizniT. amismagaliTia satelefono saubrebi firma-mwarmoeblis adgilobrivikompaniebis an sacalo vaWrobis sawarmoebis regionalurwarmomadgenlebTan; potenciur myidvelTan arCeviTi zarebiuSualod saxlSi an produqtis gayidva satelefono SekveTebiT.vaWrobis stimulirebisaTvis specialuri saSualebebi – aqigulisxmeba im saSualebebis gamoyeneba, romlebic uSualodmiawvdian marketingul mimarTvebs gayidvis adgilebze da romlebiczrdian produqtis SeZenis albaTobas myidvelis mier. aseTisaSualebebidan magaliTad maRaziis Sida kuponebi myidvelsSeaxseneben gansazRvrul produqtze, miawvdian mas kompaniismarketingul mimarTvas an aZleven informacias momavali Sesyidvissargeblianobis Sesaxeb.11

SefuTva – garda ZiriTadi funqciisa, igi emsaxurebamarketinguli komunikaciis mimarTvebis ganlagebis adgils, amitomproduqtis SefuTviT dakavebulni arian rogorc teqnologebi dadizainerebi, ise marketinguli komunikaciebis dagegmvisspecialistebic. SefuTva did rols TamaSobs momxmareblisdarwmunebis procesSi.specialuri suvenirebi – es aris ufro saCuqrebi, romelicemsaxureba im kompaniis Sesaxeb Sexsenebas, romelic awarmoebsproduqts da mis safirmo markaze Sexsenebas.sponsoroba – es aris finansuri mxardaWera, romelsac uwevskompania arakomerciul organizaciebs sxvadasxva RonisZiebebisCatarebisas; sponsorul saqmianobas SeuZlia aamaRlos kompaniisprestiJi da moaxdinos pozitiuri warmodgenis formireba mismoqmedebaze.licenziis gacema – es aris gayidvis praqtikis uflebaucxouri kompaniis an misi saqonlis simboloebis gamoyenebaze.rodesac universiteti fexburTis burTebis mwarmoebels uflebasaZlevas gamoiyenos maTze Tavisi saxelwodeba warweris saxiT, maSines nebarTva aucileblad formdeba specialuri kontraqtis saxiT.servisuli momsaxureba – es aris marketinguli komunikaciebisdacvis mniSvnelovani nawili, romelic mdgomareobs myidvelis miergayidvisSemdgom momsaxurebaSi. servisuli momsaxurebis programebimimarTulia klientebis mimdinare moTxovnilebebisdakmayofilebisaken. firmis dadebiTad aRTqmis SenarCunebismniSvnelovan instruments gayidvisSemdgom periodSi warmoadgensgayidul saqonelze garantiis wardgena.daugegmavi mimarTvebi gulisxmobs potenciur myidvelebzesxvadasxva informaciis gadacemis yvela martiv saSualebas –kompaniisa da misi savaWro markis Sesaxeb. firmis yvelaTanamSromeli da pirvel rigSi isini, visac uSualo kavSiri aqvsklientebTan, SeiZleba winaswar gauTvaliwineblad gaxdesarasasurveli informaciis gadacemis wyaro, Tu ar gaivlis12

specialur momzadebas, romlis procesSic gaecnoba maTi moqmedebiskomunikaciur efeqtebs da mimarTvis manerebs. Tumcaspecialistebma, romlebic dasaqmebuli arian marketingulikomunikaciebis problemebiT, yovelTvis ar unda agon pasuxidaugegmav mimarTvebze, maT unda astimuliron im informaciisgavrceleba, romelic Sedis firmis komunikaciur strategiaSi.mdgomareobis mixedviT, miqs-marketingidan sxvadasxva saxismoqmedebebi SeiZleba warmoadgendnen dagegmil an daugegmavmimarTvebs. miqs-marketingidan iseTi gadawyvetilebebi, rogoricaasaqonlis gayidvis adgilis SerCeva, fasebi, axdenen yvelazeuSualo zemoqmedebas saqonelze (interesis doneze momxmareblismxridan).bazarze warmatebuli muSaobisaTvis kompaniam undawaradginos Tavisi marketinguli mimarTvebi nebismier adgilas,sadac SesaZlebelia miznobrivi auditoriis kontaqti mis savaWromarkasTan. aseTi kontaqtebis ganxorcielebis adgilebi SeiZlebaiyos magaliTad maRazia, oTaxi, romelSic myidvels televiziiTSeuZlia dainaxos sareklamo rgolebi an darekon telefoniT"cxel" xazze da miiRon misTvis saintereso informacia. marketingisspecialistebs SeuZliaT winaswar dagegmon kontaqtis zogierTisaxe, imisaTvis raTa efeqturad moxdes miznobriv auditoriazezemoqmedeba; kompaniam unda gadaxedos momxmarebelTan SesaZlebelikontaqtebis problemas, rogorc Tavisi marketinguli programismniSvnelovan nawils. am ukanasknelis warmatebiT realizebisaTvisaucilebelia, rom marketinguli mimarTvebi kontaqtis yvelaadgilas muSaobdes imisaTvis, rom daarwmunos myidvelimiwodebuli saqonlis RirsebaSi.miqs-marketingis ZiriTadi berketebi marketingis samsaxurisxelmZRvanelis xelSia, amitomac bevri marketinguligadawyvetileba kontroldeba uSualod maT mier. Tumca esgadawyvetilebebi yovelTvis ar ganixileba marketingulikontaqtebis damyarebis TvalsazrisiT, xolo komunikaciis13

specialists SeuZlia ar miiRos monawileoba miqs-marketingisdagegmvaSi. Tu marketinguli komunikaciis specialistebi armonawileoben miqs-marketingis damuSavebaSi da ar exmarebian misimimarTvebis efeqturobis SefasebaSi, es kompleqsi SeiZlebaganvixiloT, rogorc daugegmavi mimarTvebis wyaro, xolo Tukiisini monawileoben zemoT aRniSnul samsaxurSi, maSin es kompleqsiganixileba, rogorc dagegmili mimarTvebis wyaro.mimarTvis struqturis gansazRvrisas mniSvnelovania SemdegisakiTxebi:1. vin akeTebs mimarTvebis daskvnebs – komunikatori, Tuauditoria?2. mimarTvis teqsti unda Seicavdes mxolod dadebiTmomentebs, Tu SeiZleba CaerTos agreTve kritikuli SeniSvnebi?3. romel nawilSi moTavsdes mTavari, Zlieri argumentebi:Setyobinebis dasawyisSi Tu boloSi?Setyobinebis formatis gansazRvris Sesabamisad unda arceuliiqnes dasabuTebis, Sinaarsis, ilustraciebis da maTi gaformebisformebi.komunikaciuri arxebi SeiZleba iyofa pirdapir da arapirdapirarxebad. pirdapir arxis dros ori an meti adamiani ekontaqtebaerTmaneTs uSualod an sxvadasxva saSualebebis gamoyenebiT(telefoni, fosta, interneti da a. S.) mocemul SemTxvevaSi adviladdgindeba efeqturi ukukavSiri. zogierTi piraduli komunikaciuriarxi kontroldeba maTi Seqmnili organizaciebis mier, magaliTad,savaWro agentebis saqmianoba; sxvebi – ar kontrolirdeba,magaliTad, damoukidebeli eqspertebis momxmareblebTan kontaqtebi.urTierToba miznobriv myidvelebTan, maT megobrebTan, nacnobebTan,ojaxis wevrebTan, kolegebTan – xorcieldeba bgeriTi arxissaSualebiT. sxvadasxva miznobriv auditorebSi azrTa liderebisgamovlena pirvel yovlisa axorcielebs maTTan komunikaciebisdadgenas, qmnian ra maTTvis momgebian pirobebs produqtisSesaZenad. SemdgomSi azrTa es liderebi produqtis stimulirebis14

damatebiTi saSualebis gareSe axdenen produqtis stimulirebasbgeriTi arxis saSualebiT.arapiradi komunikaciuri arxebis meSveobiT informaciagadaecema piradi kontaqtebisa da uSualo ukukavSiris gareSe.arapiradi arxebi Sedgeba informaciis gare matareblebisagan(sareklamo stendi, afiSa, gancxadeba da a. S.). garda amisakomunikaciur funqciebs asrulebs organizaciis atmosfero,romlebic axorcieleben komunikaciur politikas. magaliTad, bankisgansazRvruli saxiT gaformebuli interieri qmnis saimedobisa dasolidarobis atmosferos. arapiradi komunikaciuri arxebisfunqciebi asruleben agreTve sxvadasxva RonisZiebebs, matarebeliorganizaciebis mier ama Tu im mizniT, magaliTad prezentaciebi,iubileebi, Ria karis dReebi da a. S. zogjer aseTi RonisZiebebisCatarebisas gamoiyeneba komunikaciis organizaciisadmi oretapianimidgoma. Tavdapirvelad Sexvedra tardeba azrTa liderebTan,romlebic Semdgom damoukideblad ekontaqtebian miznobriviauditoriis sxva wevrebs.stimulirebis meTodebidan erTerTis arCeva ganisazRvrebaSemdegi faqtorebiT: fuladi resursebi, kompaniis misia daamocanebi, miznobrivi bazis Taviseburebani, produqtisTaviseburebani, misi fasi, stimulirebis ama Tu im meTodisgamoyenebis SesaZlebloba, SesyidvisaTvis mzadyofnis gansazRvrulstadiaze myofi momxmareblis moZebna, stimulirebis arCeulistrategia. stimulirebis meTodebi SeiZleba gansxvavebuli iyosproduqtis sasicocxlo ciklis sxvadasxva etapze. danergvisstadiaze aqtiurad gamoiyeneba reklama, rogorc samomxmarebloproduqtisaTvis,ise B2B daniSnulebis produqciisaTvis. bevriproduqtisaTvis am stadiaze agreTve farTod gamoiyenebapersonaluri gayidvebi da gasaRebis stimulireba. yoveldRiurimoTxovnis samomxmareblo produqtisaTvis zrdis stadiazeaqtiurad gamoiyeneba reklama. sasicocxlo ciklis am stadiazesawarmoo produqciis winsvla moiTxovs personaluri gayidvebis da15

gasaRebis stimulirebis gamoyenebaze Zalisxmevis koncentracias.dacemis stadiaze marketologebi Cveulebriv zRudavenmoZvelebuli produqtis stimulirebissTvis reklamis gamiyenebasda meti yuradReba eTmoba personalur gayidvas da gasaRebisstimulirebas.bolo aTwleulis erT-erTi ZiriTadi komunikaciuri tendenciamdgomareobs marketinguli komunikaciebis ufro aqtiurgamoyenebaSi. imk-is gageba Tavis TavSi aerTianebs marketingulikomunikaciebis yvela instruments reklamidan dawyebuli, SefuTviTdamTavrebuli, romlebic gankuTvnilia mimarTvebisformirebisaTvis, romelic miznobriv auditorias da momsaxureebsmimarTavs firmis produqciis momxmareblisaken winsvlaSi.marketingis sferos gamoCenili specialistebi don Sulci(Don E.Schultz,) stenli tanenbaumi(Stanley I. Tannenbaum ) da robertlauterborni(Robert F. Lauterborn) imk-s gansazRvraven, rogorc`mTlianobis gagebis axal saSualebas, rogoricaa – reklama,sazogadoebasTan urTierTobebi, gasaRebis stimulireba, lojistika,TanamSromlebTan urTierTobis organizacia da a.S.” imk cvlismarketingul komunikaciebs imisaTvis, rom momxmarebelTapoziciidan iqnes danaxuli – informaciis nakadi“.im kompaniebSi ki, sadac aqtiurad gamoiyeneba imk,marketinguli komunikaciebis instrumentebis gamoyenebaxorcieldeba koordinirebulad, rac saSualebas iZleva Seiqmnassinergiis efeqti. misi arsi mdgomareobs imaSi, rom sxvadasxvaelementebis (marketinguli komunikaciebis) SeTanxmebuli gamoyenebasaSualebas iZleva miRweul iqnas ufro maRali saerTo Sedegi,vidre gancalkevebuli gamoyeneba. sxva sityvebiT, sinergiis efeqtiemsaxureba cnobili ideis ilustracias imis Sesaxeb, rom mTeliwarmoadgens ufro mets, vidre ubralod misi Semadgenelicalkeuli nawilebis jami.sinergiis SeqmnisaTvis marketinguli komunikaciebis16

specialistebma unda icodnen, Tu ra pirobebSi muSaobskomunikaciis yoveli instrumenti saukeTesod da rogor SeiZlebamaTi erToblivi gamoyenebis organizeba. komunikaciis sxvadasxvasaxeobebi uzrunvelyofen kontaqtis damyarebas miznobrivauditoriasTan sxvadasxva xerxebiT, radganac zogierTi maTganiurTierTs avseben da aZliereben erTmaneTs. garda amisa,specialistebs unda esmodeT risi miRweva SeiZleba marketingulikomunikaciebis ama Tu im instrumentis gamoyenebiT da raSimdgomereobs misi gamoyenebis susti da Zlieri mxareebi. magaliTad,reklamas SeuZlia mxolod erTi gasvliT miaRwios Tavis miznobrivauditorias. amasTan igi kargad axdens momxmareblis informirebasaxali produqtis Sesaxeb da axsenebs maT am firmis produqciiswarsulSi Sesyidvis dadebiTi gamocdilebis Sesaxeb. amave dros,sazogadoebasTan urTierTobebs SeuZlia Seqmnas marketingulimimarTvebi, romlebic sargebloben myidvelis ndobiT. gasaRebisstimulirebis xerxebi SeiZleba aRmoCndes ufro efeqturimomxmareblis dauyovnebeli sapasuxo reaqciisas. magaliTad, rocakompania qmnis realur stimulebs axali saqonlisaprobirebisaTvis.unda gvaxsovdes, rom am instrumentebis gamoyenebas aqvsTavisi pliusebi da minusebi, amitom yoveli maTgani iqneba ufroefeqturi gansazRvruli marketinguli amocanebis amoxsnisas.integrirebuli marketinguli komunikaciebis programaSimarketingis specialistebi Segnebulad gegmavdnen, Tu rogor iqnebagamoyenebuli miznobriv auditoriasTan kontaqtis damyarebisinstrumentebi erTad, kompleqsuri komunikaciuri miznebismiRwevisaTvis. marketinguli komunikaciebi Sedgeba komunikaciismonaTesave xerxebisagan: reklama, gayidvis stimulireba,sazogadoebasTan urTierToba (PR) da personaluri da pirdapirigayidva, rogorc vxedavT, reklama warmoadgens marketingulikomunikaciebis mxolod erT elements da sakmaod mniSvnelovans.arsebobs reklamaze Sexedulebis ori sistema. pirveli _ bazris17

siZlieris Teoria -reklamas Tvlis darwmunebis saSualebad,romelic produqts ukeTebs diferencirebas da amcirebsmomxmareblis survils gamoiyenos konkurent firmebis analogiuriproduqti. am sistemis mixedviT, reklama fasis mixedviT amcirebsmoTxovnis elastiurobas.meore Sexeduleba – ekonomikuri informaciis Teoria _ Tvlis,rom fasis elastiuroba xels uwyobs momxmarebelTagaTviTcnobierebas mocemuli markis produqtis Semcvelobisxarisxis Sesaxeb. umTavresi daSveba am sareklamo-sainformaciomodelSi gvawvdis alternativis Sesaxeb da zrdis safasoelastiurobas ise, rom fasSi mcire cvlilebac ki moTxovnazemniSvnelovan gavlenas axdens.kompaniebis didi raodenoba warmatebiT iyenebs mas Tavismarketingul saqmianobaSi. gamokvlevebis Tanaxmad, romelicCatarda marketinguli TanamSromlobis amerikuli asociaciisdavalebiT, marketingis samsaxuris 100 xelmZRvanelidan 60 imk-sganixilavda marketinguli strategiis SemuSavebis axal,mniSvnelovan instruments.riT aris ganpirobebuli komunikaciebis integraciisaucilebloba? msoflio konkurenciis gazrdiT; axali teqnologiebis ganviTarebiT; ufro informirebuli da mcodne momxmareblebi.sawarmoebi saWiroeben momxmareblebisagan ufro myarerTgulebas TavianTi produqciisa da imijis mimarT, romelicSeiZleba gavrcelebuli iqnas mTels qveyanaSi da moaxdinos ufroZlieri zemoqmedeba myidvelTa auditoriaze. marketingis azriT esniSnavs imas, rom kompaniebs surT miaRwion maRal Sedegebs gegmisefeqtianobis amaRlebisa da marketinguli komunikaciebis biujetisgazrdis xarjze. integrirebuli midgomis gamoyeneba saSualebas18

iZleva Semcirdes kompaniis danaxarjTa done, ramdenadac imkakoordinirebs da akavSirebs miqs-marketingis yvela elementisgamoyenebas. es gansakuTrebiT samarTliania SedarebiT mcire,msxvili danaxarjebis mimarT mgrZnobiare damokidebulebis mqonefermebisaTvis, romlebsac ar SeuZliaT gariskon marketingulikomunikaciebis biujetidan yvela saSualebebiT erTaderTisareklamo kompaniis gatarebisaTvis.IMK-s gamoyenebis oTx ZiriTad mizezi esenia: misi ufro maRali efeqtianoba; momxmarebelTa erTgulebis ganmtkicebaze dadebiTizemoqmedeba; saerTaSoriso marketingis ganviTarebaSi mniSvnelovani roli; komunikaciur procesebze damatebiTi zemoqmedebis gawevisunari.bolo aTwleulSi, axali teqnologiebis arnaxulmaganviTarebam SesaZlebloba misca firmebs ufro zustad Seafasonda iwinaswarmetyvelon momxmarebelTa msyidvelobiTi aqtivoba.Sedegad, firmebma miiRes SesaZlebloba ufro efeqtianadganaxorcielon miznobrivi auditoriis segmentireba marketingulimimarTvebis gavrcelebis axali teqnologiebis saSualebiT imismagivrad, rom xarjon uzarmazari Tanxebi masobrivi sareklamokampaniebis Catarebaze. am teqnologiebis ricxvs miekuTvnebanawilobriv informaciis gavrcelebis interaqtiuli saSualebebi,cifruli televizia da interneti.amave dros, kompaniebi ganicdian TavianTi marketingulikomunikaciuri programebis saqmianobis amaRlebis saWiroebas.integrirebuli marketinguli komunikaciebi (imk) warmoadgens ufrodabal danaxarjian meTods marketinguli miznebis miRwevisaTvis,ramdenadac isini saguldagulod afaseben miqs-marketingis yovelkomponents, riTac miiRweva ufro maRali efeqturoba.19

1.2.Mmastimulirebli kompleqsis strategiebiproduqciis winsvlisas gamoiyeneba strategiebi miwolis /Push/strategia da moqaCvis/Pull/ strategia gulisxmobswinsvlisaTan dakavSirebul saqmianobas, romelic ganskuTvniliamxolod ganawilebis sistemis warmomadgenlebze,/distributorebze/ romelic Tan sdevs warmoebis ganawilebisarxebs im mizniT, rom miiyvanon produqti saboloo momxmareblamde.miwolis /Push/ strategia gulisxmobs organizaciissaqmianobas, romelic mimarTulia produqciis winsvlisaken,mimarTuli saboloo momxmareblebze, romlebic produqtisSesyidvis survilTan erTad, imavdroulad moiTxovendistributorebis arxebSi CarTvas/personaluri gayidva, gamofenebi/moqaCvis/Pull/ strategiaSi reklamasa da stimulirebis saSualebiTsaboloo momxarebels ubiZgebs raTa SeiZinon firmis produqcia.organizaciis umravlesoba iyenebs am ori strategiiskombinacias.komunikaciuri programis damTavrebis Semdeg fasdeba misiefeqturoba, ganisazRvreba urTierTdamokidrbuleba mis miznobrivauditoriaze zemoqmedebis xaxrixsa da danaxarjebs Soris.mocemuli Sefaseba gulisxmobs miznobrivi auditoriis gamokiTxvasimis garkvevis mizniT, Tu SesaZlebelia misma warmomadgenlebmagaixsenon gadmocemuli Setyobineba, ramdenjer naxes an moisminesmaT igi gadayvanil iqna katastrofis medicinis centrSi rogorafaseben mocemul Setyobinebas, Seicvala Tu ara maTidamokidebuleba organizaciis an misi produqciis mimarTmarketingul komunikaciebSi, aucilebelia Segrovdes informaciaSesyidvis moculobis Sesaxeb.20

1.3. marketinguli komunikaciebis ZiriTadi Taviseburebanimarketinguli komunikaciis roli mdgomareobs imasSi, romganamtkicos marketinguli gegma da daexmaros miznobrivauditorias, daajeros mocemuli gamyidvelis upiratesoba miskonkurentebTan SedarebiT. marketinguli komunikaciebi flobengare da Sida nakads._gare nakadi mimarTulia imaTze, vinc imyofeba biznesstruqturaSi_Zveli,axlandeli da momavali potenciuri klientebi;sabiTumo da sacalo movaWrebi, sxva kompaniebi, samTavrobo dakerZo saagentoebi, agreTve eqspertebi mocemul sferoSi. msxviltransncionalur saagentoebs guldasmiT aqvT SemuSavebuli garekomunikaciis qseli. isini kavSirebs amyareben Zvel klientebTansareklamo gancxadebebisa da safosto reklamis saSualebiT.dRevandel klientebTan urTierTdamolidebuleba xorcieldebasareklamo teqnologiebis, Sesyidvis ganxorcielebis adgilebis,gamyidvelebisa da sxva saSualebebiT. safosto reklamis da TavisisavaWro agentebis meSveobiST kompania awvdis informacias Tavisproduqtzeze, fasebze da produqtis winsvlis saSualebebisSesaxeb. kompania amgvar informacias ucvlis konkurentebs da imkompaniebs, romlebic yidian Tanmxleb produqtებს magaliTadalbomebs. bolos, kompania amtkicebs kavSirs samTavrobodawesebulebebTan da dainteresebul jgufebTan raTa miawodoninformacia TavianT produqtze._Sida nakadi sabazro informaciisa mimarTulia imaTze, vincwarmoadgens biznes struqturis wevrs. Sida informacia SeiZlebagansxvavdebodes konkretul Sida auditoriaze damokidebulebiT.magaliTad, TanamSromlebma xSirad aucilebelia icodnen, Tu raxdeba bazarze gansakuTrebiT im SemTxvevebSi, rodesac kompanias21

axali produqti gaaqvs bazarze an piriqiT_gamoaqvs Zveli, cvlisfasebs an avrcelebs Tavis produqcias axal adgilebSi an axalbazrebSi. sakuTari kompaniis muSakTa aRqmaze zemoqmedebiTmarketinguli komunikaciebi exmareba ganisazRvros maTi saqmianobisxasiaTi.imisgan damoukideblad, warmoadgens Tu ara informacia Sidasan gares, efeqturi komunikacia niSnavs saWiro informaciismiwodebas saWiro xalxTan informaciis swori wyaroebis meSveobiTsaWiro dros. amisaTvis saWiroa integrirebuli strategia,romelic moicavs Semdegs: saTanado informacias, miznobrivadorientirebul adamianebs, saWiro dros da sxv.cxovrebaSi strategiis gatareba moiTxovs sxvadasxva tipisauditoriebis moTxovnilebebisa da survilebis sworad gagebas,Sesabamisi komunikaciuri teqnologiebis samuSao codnas da imas,Tu rogor SeiZleba maTi erTobliobis formireba. sifrTxileasaWiro sabazro komunikaciis sxva monawileebTan mimarTebaSi, sxvakompaniebis, sxvadsxva organizaciebis, sainformacio saSualebebisada sxvaTa CaTvliT. Aamitom, vidre daiwyebodes arCeulikomunikaciuri strategiis cxovrebaSi gatareba, aucilebeliasaWiro moculobis informaciis Segroveba.1.4. komunikaciis procesiras niSnavs termini "komunikacia"? komunikacia niSnavs raimeideis, urTierTobis an informaciis gadacemis process.komunikaciis process aqvs sawyisi, Sualeduri da saboloo stadiada ganisazRvreba misi monawileebis komunikaciuri amocanebiT.Setyobinebis gadamcemi da isini, vinc iReben am gzavnilebs, erTadqmnian komunikaciis sistemas. gamgzavni anu Setyobinebis wyaro,SeiZleba iyos calkeuli adamiani, jgufi an instituti, romelsacsurs gadasces Setyobineba mimRebs (an miznobriv auditorias).22

mimRebi anu piri, romelic iRebs Setyobinebas, agreTve SeiZlebaiyos erTi adamiani, jgufi an instituti.gamgzavni/wyaro Setyobinebis gadacemas axorcielebssimboloebis nakrebis arCevisa da formirebis meSveobiT, romelTacazri eqnebaT mimRebisaTvis. rac ufro metia msgavseba da damTxvevagamgzavnsa da mimRebs Soris, miT meti SesaZleblobaa imisa, romkomunikacia aRmoCndes efeqturi. winaaRmdeg SemTxvevaSi_Tugamgzavns naklebi saerTo aqvs mimRebTan, maSin gamgzavnma undagaigos mimRebis Sesaxeb rac SeiZleba meti imisaTvis, raTalikvidirebul iqnes es ufskruli. gamocdili savaWro agentebimagaliTad imisaTvis, raTa sworad gadascen informacia, winaswarafaseben potenciur klientebs. simboloebi, romlebsac iyenebsgamgzavni, unda iyos gasagebi da pozitiurad aRqmuli mimRebismier. garda amisa, mniSvnelovania, rom Setyobineba gadaicesmimRebisaTvis informaciis miRebis Cveuli saSualebebiT da misTvismosaxerxebel dros. erTidaigive Setyobinebis miwodebaminformaciis ori gansxvavebuli saSualebiT, SeiZleba gamoiwviossxvadasxva Sedegi. informaciis miwodebis SesaZlebeli saSualebebiSeiZleba klasificirdes pirovnul da arapirovnuli saSualebebad.informaciis gadacemis pirovnuli saSualebebi gulisxmobsSetyobinebis miwodebas personalurad. Aarapirovnuli romelsac"masobrivi informaciis saSualebebsac" uwodeben, gulisxmobstelevizias, beWdviT gamomcemlobebs, katalogebs da a.S. mimRebiczustad iseve warmoadgens komunikaciis monawiles, rogorcgamgzavni. rodesac mimRebi axdens ukukavSirs gamgzavnTan, isiniicvlian rolebs informaciis mimRebi gamodis gamgzavnis rolSi.1.5. komunikaciuri sistemis saxeebiarsebobs ramdenime saxis komunikaciuri sistema. isinigansxvavdebian sirSTulis xarisxis, kontaqtebis raodenobis,23

ukukavSiris formirebis droisa da komunikaciis monawileebisunaris mixedviT, Seewyon mocemuli tipis ukukavSirs. komunikaciurisistemis xuTi saxe arsebobs: pirovnebaTSorisi, organizaciuli,sazogadoebrivi, masobrivi da interaqtiuli. mokled ganvixiloTTviToeuli maTgani: yvelaze martiv komunikaciur sistemas warmoadgenspirovnebaTSorisi komunikacia. es sistema aris komunikaciurisistema, romelic Sedgeba an mxolod ori adamianisagan, an moicavsimden adamians, ramdensac SeuZlia Sexvdes pirispir da iqonionerTmaneTze gavlena. sacalo vaWrobis maRaziaSi an saxelmwifo dawesebulebaSikomunikacia warmoadgens gacilebiT rTul process, vidrepirovnebaTSorisi sistemis SemTxvevaSi. yoveli aseTi instituciaflobs organizaciul komunikaciur sistemas, romelic warmoadgenserTmaneTTan dakavSirebuli da saerTo miznebis misaRwevadorfanizebuli calkeuli qvesistemebis erTobliobas. SesabamisadsaWiroa komunikaciis rogorc formaluri, ise araformaluriqseli, romelic arTulebs komunikaciur process, ramdenadacukukavSiri xSirad ararsebobs, an arasrulia. sazogadoebrivi komunikaciuri sistemis qveS Cveulebrivigulisxmeba komunikacia erT adamiansa da adamianTa did jgufsSoris, magaliTad auditoriis winaSe sityviT gamosvla. Tumca,TviToeuli adamiani garkveuli doziT zemoqmedebs meorezegarkveuli komunikaciuri sistemis CarCoebSi. sazogadoebrivikomunikaciis SemTxvevaSi oratori, rogorc wesi yvelaze Zlierzemoqmedebas axdens jgufze. ukukavSiri, romelic dgindeba sityviTgamosulsa da msmenelebs Soris, naklebad aSkara da myaria, vidreukukavSiri, romelic warqoiqmneba pirovnebaTa Soris daorganizaciuli sistemis pirobebSi. komunikaciis sazogadoebriv sistemasTan SedarebiT masobrivikomunikaciebi iZlevian nakleb SesaZleblobas adamianebTan24

urTierTobisaTvis. Tumca masobriv komunikaciebSi arsebobsukukavSiri (el.fosta,satelefono zarebi, werilebi, kuponebi), amsistemis Taviseburebani auareseben ukukavSirs da ar iZlevianpirdapiri konteqtis saSualebas. am sistemaSi masobriviSetyobinebis wyaro ar xvdeba pirdapir auditorias da SeiZleba arqondes imis unari, rim uzrunvelyos ukukavSiri yvela im xalxTan,romlebmac miiRes Setyobineba. marketingul komunikaciebzepasuxismgebelma menejerebma unda SeimuSaon meqanizmi, romelicgankuTvnilia persona;uri kontaqtebis ukmarisobiskompensaciisaTvis da unda uzrunvelyon ukukavSiris formalurisistema auditoriis reaqciis Sesaxeb cnobebis miRebisaTvis. interaqtiuli komunikaciuri sistemebi iyeneben kompiuterulteqnologias, romelic saSualebas aZlevs marketingulikomunikaciis monawiles dagzavnos damajerebeli Setyobineba,amasTan erTad, mimRebs aZlevs regirebis moxdenis, sazecvlilebisada Setyobinebis Tavis sasargeblod formirebis da masze pasuxisuflebas.interaqtiuli teqnologia ufro moqnilsa da efeqtians xdismarketinguli komunikaciis process. magram amisaTvis saWiroamTeli rigi problemebis gadawyveta.1.6. momxmarebelTa loialურobis, erTgulebis miRwevafirmebi da bazrze moqmedi agentebi erTnairad arianSewuxebulni momxmarebelTa erTgulebis SemcirebiT savaWro niSnismimarT, romelic warmoiqmneba xelmisawvdomi saqonlis gazrdis dagasaRebis stimulirebis xerxebis aqtivizaciis Sedegad. A savaWrobrendebis mkveTr cvlileba ganapirobebs momxmarebelisdabneulobas axali brendebis arCevis procesSi.gasaRebis stimulirebis xerxebis SeuzRudavi gamoyenebaxasiaTdeba imiT, rom yvelaze loialuri momxmareblebic ki25

firmisagan elian gansakuTrebul winadadebebs da fasdaklebebs.daaxlobiT erTnairi xarisxis produqtisagan myidvelebi xSiradirCeven mxolod imas, romelic iyideba SeRavaTian pirobebSi.gasaRebis aseTi gadaWarbebuli stimulireba kompaniisaTvis qmnisdid sirTuleebs myidvelTa erTgulebis uzrunvelyofaSi maTisafirmo savaWro niSnis mimarT, ramdenadac fasebis faqtorebixdeba ufro mniSvnelovani, vidre produqtis mwarmoeblis saxelisfaqtori. loialurobisTvis ganmartebis micemis pirveli mcdelobaganxorcielda 1923 wels da iyo sakmaod martivi: brendisloialuri momxmarebeli _ es aris adamiani, romelic saWiroebisSemTxvevaSi yidulobs mxolod da mxolod konkretuli kompaniisgarkveul brends. loialobis gansazRvrisas xSirad gamoyofen misSemadgenel emociur da racionalur komponentebs. am SexedulebisavtorTa mixedviT “erTguleba” SeiZleba iyos momxmarebelzeproduqtis emociuri zemoqmedebis an TviTSefasebaze produqtiszemoqmedebis Sedegi. Tumca loialurobis emociuri komponentisgarda rigi avtorebisa gamoyofs racionalur komponentsac,romelic zogjer ganapirobebs imas, rom momxmarebeli SeiZlebaramdenime firmis erTgulic iyos. magram avtorTa umetesobis azriTWeSmariti loialuroba yalibdeba im SemTxvevaSi, rodesacemociuri komponenti wamyvan adgils ikavebs. es iqidangamomdinareobs, rom WeSmariti loialuroba SeuZlebeliaaRmocendes materialur safuZvlebze, radgan konkurenti yovelTvismoaxerxebs momxmarebelTa gadabirebas materialurad ufroxelsayreli winadadebis SeTavazebiT. amdenad, loialurobisumTavres faqtorad avtorTa mier moiazreba konkretuliproduqtisadmi an markisadmi momxmarebelTa emociuri mijaWvulobada ara racionaluri sargeblianoba. cnobilia loialurimomxmareblis 4 ZiriTadi maxasiaTebeli:1. mocemuli brendisadmi upiratesobis miniWeba.2. mocemuli brendis ganmeorebiTi Sesyidvis survili.3. brendiT kmayofileba.26

4. indiferentuloba konkurentebis saqmianobis mimarT.kompaniebi konkurentul garemoSi warmoqmnili problemebisgadaWras loialurobis xelSemwyobi programebis ganxorcielebiTcdiloben. faqtobrivad es programebi emsaxurebian loialurobismtkice ganwyobis Camoyalibebas da misi SenarCunebisTvis saTanadoRonisZiebebis gatarebas. Tumca xSirad reklamis zemoqmedebisefeqturobis dacema, uayofiTad momqedebs momxarebelTa ganwyobaze, radgan momxmareblebi zogjer inertulebi arian mravalferovanireklamis mimarT. amitom didi mniSvneloba eniWeba samomxmarebelogamocdilebas, mis codnas produqtisa da misi gamoyenebis Sesaxeb.italiel v. paretos cnobili kanonis mixedviT kompaniis yvelazeloaluri momxmareblebis 20% kompaniisaaTvis 80%–mde mogebamoaqvs. gayidvebis praqtika cxadyofs, rom brendisadmi loalobisfenomeni zrdis gayidvebis raodenoba, miuxedavad imisa, romloaloba ar miiReba mxedvelobaSi brendis RirebulebisgansazRvrisas. momxarebelTa loaloba warmatebuli marketingulistrategiis Sedegia da igi momxarebelTa sasargeblodxorcieldeba , es ki uzrunvelyofs mudmivi momxmarebelisSenarCunebasa da potenciuri momxmarebelis mizidvas. amasTanerTad bevri kompania TandaTan swavlobs marketingulikomunikaciebis sxvadasxva instrumentebis gamoyenebas, gasaRebisstimulirebis xerxebis CaTvliT, gansazRvruli savaWro niSnismimarT erTgulebis ganmtkicebisaTvis. amisaTvis SemuSavebuliufro rTuli marketinguli programebi efuZneba umTavresad arareklamas, aramed metwilad iyeneben sazogadoebasTanurTierTobebs, pirdapir marketings, specialuri marketinguliRonisZiebebis organizacias, agreTve gasaRebis stimulirebisxerxebs. savaWro niSnis mimarT momxmarebelTa erTgulebisSemcirebis tendencias safuZveli gaaCnia.teqnologiebisganviTarebam, romelic efuZneba monacemTa bazis gamoyenebas,saSualeba misca aqtiuri momxmareblebis gamovlenas, romlebiciRwvian TavianTi moTxovnebis dakmayofilebisaken, eZeben damatebiT27

stimulebs Sesyidvis SesrulebisaTvis, agreTve im niSnebisgamovlenas, rom kompania yuradRebas uTmobs iseT mniSvnelovanproblemebs, rogoricaa mosaxleobis janmrTeloba da ekologia.yvelaze ufro aseTi momxmareblebi iRwvian firmasTan da missavaWro niSanTan uSualo kontaqtis damyarebisaken, ramdenadac maTar yofniT moTminebiT aitanon komunikaciis damyarebismomabezrebeli formebi, rogoricaa reklama. axali teqnologiebiqmnian arnaxul SesaZleblobebs kontaqtis ganxorcielebisaTviskompaniasa da mis miznobriv auditorias Soris. amasTan, kontaqtisdadgenis iniciativa SeiZleba gamomdinareobdes momxmareblisagan.imisaTvis, raTa xeli SeuSalos momxmarebelTa loialobisSemcirebas Tavis savaWro niSnis mimarT, bevrma firmam daiwyoyuradRebis gamaxvileba egreTwodebuli urTierTobis marketingisgamoyenebis mimarT, romelic mimarTulia myidvelebTan damarketinguli procesis monawileTa mniSvnelovan jgufebTangrZelvadiani მომგებიანი ურთიერტობების formirebaze. urTierTobismarketingis gamoyeneba saSualebas iZleva arsebul da potenciurmyidvelTa specifikur interesTa gaTvaliswineba. kompaniisxelmZRvanelTa umravlesoba marketingul komunikaciebs mimarTavenTavianTi klientebis survilebisa da personaluri saWiroebebisdakmayofilebaze. aseTi marketinguli procesis marTvis saukeTesosaSualeba mdgomareobs monacemTa bazis gamoyenebaSi, romelSicgrovdeba informacia firmis calkeuli myidvelis da maT mierSeZenili ama Tu im produqtis Sesaxeb. “moeqeciT Tqvens myidvelebsda klientebs ise, rogorc Tqven gindaT rom mogeqcnen sxvakompaniis warmomadgenlebi”. bevri firma produqtis calkeulgayidvas ganixilavs, rogorc izolirebul movlenas, da ararogorc momxmarebelTan urTierTdamokidebulebis erTianiprocesis etapebs. garda amisa, saWiroa xangrZlivi urTierTobebisformireba Tavis klientebTan, aRiqvamen kontaqtis uiRblo28

gamocdilebas calkeul momxmarebelTan, rogorc xelidan gaSvebulsargebels erTjeradi gayidvidan.bevri specialisti Tvlis, ron urTierTobis marketingisgamoyenebam seriozuli koreqtivebi Seitana am procesebSi.urTierTobis marketingi kargad miesadageba imk-s, ramdenadacklientebTan mWidro kavSiris Seqmnis programa moiTxovs ufromets, vidre produqtis ubralo reklamireba masobrivi informaciissistemis saSualebiT. aucilebelia mTlianad integrirebulikomunikaciuri procesis gamoyeneba, romelic iTvaliswinebsmarketinguli mimarTvebis yvela saxis Taviseburebebs da firmisada misi savaWro niSnis Sesaxeb informaciis gadacemis yvelaaspeqts, magram amasTan, maqsimalurad orientirebulia calkeulklientTan kontaqtis damyarebaze.1.8. marketinguli komunikaciebis zemoqmedebamarketinguli komunikaciebis zemoqmedeba gulisxmobs iseTimarketinguli mimarTvis Sedgenas, , romlis avtormac icis, Turodis da konkretulad visTvis apirebs Setyobinebas, SeiZlebaaRmoCndes ufro efeqturi, vidre saerTo ideis masobrivireklamireba. garda amisa, erTi da igive azri, ganmeorebuliinformaciis sxvadasxva wyaroebiT, Cveulebriv gaiTaviseba ufroswrafad da mtkiced. magaliTad, SemoqmedebiTi sareklamo saagento,Seqmnili kompania “koka-kolas” mier, sxvadasxvanairad atarebssareklamo kompanias civi sasamelebis bazris miznobriviauditoriisaTvis. miuxedavad imisa, rom kompania awarmoebsproduqcias masobrivi bazrisaTvis, misi marketingis menejerebiazusteben, rom koka-kola iyideba mosaxleobis sxvadasxva jgufebismier, da informaciaze regiareben sxvadsxvanairad.Tumca sxvadasxva sareklamo mimarTvebi iyeneben sxvadasxvastils da iqmnebian xmaTa sxvadasxva tipebis gamoyenebiT, yvela29

isini gadian sareklamo kompaniis saerTo Temis niSniT – “mudamkoka-kola”, iyeneben logotips da saxelwodebis saerTo nimuSsdawerils spenseruli xelTnaweriT. sxvadasxvagavri mimarTvebisSeqmnis amgvari eqsperimenti, romelic atarebs saerTo TemisanabeWds aRmoCnda Zalian warmatebuli. kompania “koka-kolas”azriT, man moaxdina udidesi gavlena bazarze.MK IMK axdens ufroZlier zemoqmedebas Cveulebriv marketingul programebTanSedarebiT, ramdenadac saSualebas iZleva gamoiricxos mimarTvebiscalkeul saxeebs Soris winaaRmdegoba. amasTan, rac ufro maRaliiqneba gamoyenebuli mimarTvebis SeTavsebadoba, miT ufro arsebiTiaRmoCndeba maTi gamoyenebis saerTo efeqti. adamianebi, romlebicavtomaturad aRiqvamen sxvadaxsva marketingul mimarTvebs, Semdgomcdiloben maT erTian azrad integrirebas. Tu gamoyenebulimimarTvebi kargad Seesabameba erTmaneTs da warmatebiT muSaobssaerTo miznis misaRwevad, maSin aseTi integracia migviyvans ufrosafuZvlian Sedegamde, vidre marketinguli komunikaciebisSeuTanxmebeli gamoyeneba. rodesac marketinguli mimarTvebierToblivad ar muSaoben saerTo amocanis gadawyvetaze, maTSeuZliaT gaarTulon potenciur momxmarebelTan damyarebulikontaqtebi. amgvarad, IMKs efeqturi programa exmareba informaciisaRqmis mkveTri procesis Semsubuqebas.bevr kompaniaSi amgvari koordinaciis ar arseboba arTulebsmarketinguli mimarTvebis SeTavsebadobis problemas. mag,sazogadoebasTan urTierTobis specialistebs SeuZliaT gviambonsaqonlis xarisxze, xolo reklamisa da gasaRebis stimulirebisganyofilebis muSakebma-mis upiratesobebze an perspeqtiulfasdaklebebze. ranairad SeZleben es gansxvavebuli mimarTvebikompaniis gasagebi imijis Seqmnis da misi sabazro poziciisganmtkicebis daxmarebas?arakoordinirebuli midgomis gamoyeneba ufro ngrevamdemigviyvans, vidre kompaniis imijis da misi savaWro niSnismdgomareobis ganmtkicebamde. gansakuTrebiT, Tu marketinguli30

mimaTvebi atareben urTierTgamomricxav informacias. mag, kompania,romelic Tavis aqcionerebs pirdeba maRal mogebas momaval welsda amavdroulad ucxadebs Tavis TanamSromlebs xelfasis gazrdisSeuZleblobaze sawarmos xarjebis gazrdis gamo, SeuZlia dakargosrogorc maTi, aseve sxvebis ndoba. IMK qmnis meqanizms, romelicsaSualebas iZleva gamovlindes amgvari sawinaaRmdego mimarTvebi,rac gansakuTrebiT mniSvnelovania ramdenadac marketinguliprocesis erTi da igive monawileebi SeiZleba erTrouladmiekuTvnebodnen sapirispiro interesebis mqone jgufebs. mag,kompaniis TanamSromeli SeiZleba iyos misi aqcioneri,TviTmmarTvelobis adgilobrivi organos xelmZRvaneli-firmismflobeli, romelic kompanias awvdis amosaval masalebs da a.S.marketinguli procesis monawileebi sxvadasxva jgufis aseTinawilobrivi “gadafarva” qmnis imis SesaZleblobebs, romadamianebi, romlebic miekuTvnebian erT-erT jgufs iReben sxvajgufisTvis gankuTvnil mimarTvebs.IMK mowodebulia marTos marketinguli procesismonawileebis mier gagzavnili an maTgan miRebuli yvela mimarTva.aseTi marTva gulisxmobs kompaniis yvela qvedanayofis moqmedebiskoordinacias da ara marto maTi, vinc dasaqmebulia marketingulikomunikaciebiT. Tumca, rac ufro meti TanamSromeli gaiTavisebsIMK s gamoyenebas, miT ufro ioli gaxdeba misi dagegmva mTelokompaniis masStabiT.31

2. reklamis arsi, miznebi da amocanebi2.1. reklamis gansazRvrareklama produqtisa da momsaxurebis realizaciis erTerTixelSemwyobi saSualebaa. reklamiT SegiZlia gaswvde geografiuladgafantul myidvels, reklamis saSualebiT Setyobinebis mravaljergameorebis saSualeba arsebobs. Reklama xels uwyobs konkretulgaremoSi, mizanmimarTul saqmianobas , igi mzadaa drouladmiitanos produqti momxarebelamde da daakmayofilosmomxmarebelis moTxovna. reklamisadmi damokidebulebaaraerTgvarovania. reklamis mizania miawodos momxmarebelssaTanado informacia, warudginos ise momxmarebels, rom misTvisproduqti da momsaxureba mosawoni gaxdes.reklama (laTinurad reclamare) niSnavs xmamaRla SetyobinebasyuradRebis mipyrobas. . reklama exmareba momxmarebels produqtTanda momsaxurebasTan mimarTebaSi sakuTari azris SeqmnaSi, da missafuZvelze arCevanis gakeTebaSi. reklama dakavSirebuliasazogadoebrivi cxovrebis mraval sferosTan sxvadasxva dargiscodnasTan. upirvelesad sazogadoebasTan urTierTobasTan PR-Tan.reklama kompleqsuri marketinguli saqmianobis erT-erTiumniSvnelovanesi Semadgeneli nawilia, romelic stimulirebasaZlevs momxarebels rom gadadgas nabiji produqtisa damomsaxurebisaken. reklama xels uwyobs gayidvebis zrdas, igiaxdens momxareeblTa informirebas produqtis fasis, gamoyenebiswesebisa da adgilebis Sesaxeb . igi axdens kompaniis imijisformirebas.reklamis gansazRvreba 1. aSS-is marketingis asociaciis32

Tanaxmad: `reklama es aris konkretuli damkveTis mier produqtis ,ideis, an momsaxurebis dafinansebuli arapirovnuli warmodgena~.`marketingis safuZvlebis~ cnobili avtori, norTstounisuniversitetis, marketingis departementis profesori f.Kkotleri(Kotler Ph.), ase ganmartavs:momsaxurebis nawarmis an ideis Sesaxeb informaciisarapersonaluri gziT miwodeba mediis sxvadasxva saSualebebiT,rac fasiania da hyavs garkevuli sponsori. igi xorcieldebagavrcelebis anzRaurebadi saSualebebiT da gamokveTiliadafinansebis wyaro. Kkargad momzadebuli reklama efqturadzemoqmedebs produqtis realizaciaze.reklama warmoadgens komunikaciis fasian formas, reklamaSiganTavsebuli informacia finansirdeba sponsoris mxridan. reklamacdilobs daiyolios momxmarebeli an imoqmedos masze,amave dros isinformacias awvdis momxmarebels produqtisa da an momsaxurebisSesaxeb. sareklamo gancxadeba SeiZleba gadaices masobrivsainformacio saSualebebiT, raTa moicvas potenciuri myidvelTaauditoria. reklama masobrivi komunikaciis erT-erTi formaa, is araris personificirebuli.2.2. reklamis evoluciuri etapebireklamis istoria 5000 wels iTvlis. adreuli reklamisnimuSebi swored im xalxma datova, romlebmac msofliosbabilonis godoli aCuqes. reklama Tavis warmoSobis sawyis etapzemouqneli da martivi iyo. misi gamoyenebis aucileblobasganapirobebda igive mizezebi, ra mizezebic gansazRvraven dRes missaWiroebas.erT-erTi pirveli sareklamo masala iyo egvipturi papirusi33

(inaxeba britaneTis muzeumSi), romelSic iuwyebodnen miwis damonebis gayidvis Sesaxeb. Tanamedrove mkvlevarebi uZvelesreklamad Tvlian qvaSi amokveTil teqstebs, romlebic napovni iyouZveles qalaq memfisSi. Tumca qvaSi da liTonSi Sesrulebulireklamis operatiuloba Zalian dabalia kedlis reklamasTanSedarebiT.ufro gavrcelebuli iyo reklamebi, kedlebze nafxeki dadaxazuli saRebavebiT. antikuri xanis mkvlevarebi am teqstebsuwodebdnen grafitebs (italiuridan graffito _ wafxekili).uZveles saberZneTSi da romSi sareklamo gancxadebebs werdnen xisdafebze, spilenZze an Zvalze, romelsac moednebze xmamaRlakiTxulobdnen.agreTve istoria mowmobs, rom TiToeul negociants (didivaWari, romlebic biTumad vaWrobdnen ucxo qveynebSi. sovdagari)mesopotamiaSi hqonda Tavisi emblema (savaWro marka) _ Tanamedrovesafirmo niSnis pirvelsaxe. Zvelad meTunuqe niSans adebda Tavisnawarms, TavisiveinicialebiT da Tu nakeToba dadebiTadSefasdeboda myidvelebis mxridan, maSin aseTi naxelavi kargadsaRdeboda. kidev, Zvel saberZneTSi arsebobda `qalaqis macnes~instituti, daqiravebuli adamianebi dadiodnen da auwyebdnen axalambebs qalaqelebs.mogvianebiT, Sua saukuneebSi sityvieri reklama erT-erTipopularuli sareklamo saSualeba gaxda. gansakuTrebiT aqtiuradgamoiyeneboda (inglissa da safrangeTSi) saubari klientebTanproduqtis maxasiaTebl Tviesebebze. Wamoyvirebebis gavrcelebisgverdiT, ganviTarebas iwyebs vizualuri reklamis iseTi saxeobebirogoricaa safirmo marka, abra da afiSa. Zvel saberZneTsa daromSi, sareklamo saSualebaTa siauxvis gamo, xelisuflebaaqtiurad iwyebs sareklamo procesebis regulirebas.mkacrad kontrolirdeba reklamebis adgilmdebareoba damxatvrul esTetikuri gamomsaxvelobis xarisxi.34

sakmaod xangrZlivi istoria aqvs gare reklamas _ abrebs.uZvelesi xalxi finikielebi savaWro gzis gaswvriv kedlebzeakeTebdnen komerciuli Sinaarsis mqone warwerebs. aseve saqaravnegzajvaredinebze vaWrebi kldeebze akeTebdnen warwerebs imisSesaxeb, Tu sad miqondaT esa Tu is saqoneli savaWrod, an kidevakeTebdnen specialur miniSnebebs. magaliTad: `gamvlelo, gaiareaqedan meTormete koSkamde. iq sirikuss uWiravs xelSi Rvinismarani. Seixede iq. Sexvedramde~.reklamas ukeTebdnen agreTve antikur abanoebs, romaelebissayvarel adgils da a.S.pompeis arqeologiuri gaTxrebis Sedegad patara daxlisSoriaxlos napovni iqna abra, romelic miuTiTebda, TuriTYvaWrobda es mewarme. gare reklama sakmaod popularuli iyoXVII-XVIII saukunis evropis qalaqebSi, mosaxleobis umravlesobisgaunaTleblobis gamo, gare reklamis teqstebi primitiuli daadvilad aRsaqmeli iyo.Zvel romSi sareklamo gancxadebebs ganaTavsebdnenspecialurad aSenebul kedlebze, sacxovrebeli saxlis kedlebze,rac saxlis mepatroneebis protests iwvevda. aseve adreul xanaSigamoCnda reklamebi dawerili teqstiT, romelic TariRdeboda VI-VIII aTaswleulSi Cvens w.aR-mde.ioham gutenbergis mier sabeWdi dazgis gamogonebam dasabamimisca masiur komunikaciebis saSualebebis sistemas, romelicgavrcelda mTel evropaSi. Seiqmna pirveli topografia XVsaukuneSi italiaSi, SveicariaSi, safrangeTSi, belgiaSi, ungreTSi,poloneTSi, CexiaSi, inglisSi. pirveli beWdviTi reklama gaCnda1473 wels, romlis damaarsebelia evropaSi teofrast renostni,daibeWda `parizis frangul gazeTSi~, gamoCnda aseve londonisgazeTebSi (1650). aseve Seiqmna sainformacio fosta, romelicmoicavda komunikaciur winadadebebs. me-18 saukunis inglisSi kvirisgazeTebSi, aqveynebdnen komerciul gancxadebebs da moTxovnebs. i.gutenbergis gamogonebam komunikaciis sferoSi teqnikuri35

evolucia moaxdina.XIX saukunis meore naxevridan man miaRwia amerikas, xolo 1800wlidan ingliss. am periodidan Cndeba pirveli sareklamosaagentoebi (XIX s.). pirveli sareklamo saagento aSS-SifiladelfiaSi (1841) Seiqmna vinme v. halmeres mier, mogvianebiTSeiqmna sareklamo saagento `aier da vaJiSvili~ (1980w.)mxolod XX saukunis dasawyisisaTvis sareklamo saagentoebsdaekisraT sareklamo kampaniis dagegmva. mogvianebiT XX saukunisbolos gamoCnda kompiuteri, romelic SeiZleba CaiTvalos, rogorcaramasobriv sareklamo saSualebad (personaluri komunikacia),magram is did mniSvnelobas iZens, gamomdinare misi xmarebiskomfortulobidan da mis mier didi raodenobis informaciistevadobidan.sareklamo biznesis ganviTarebam mniSvnelovani biZgi miscasareklamo biznesis masStabebs.televizia dResac rCeba unikalur sareklamo saSualebad,masSi Serwymulia xmis, gamosaxulebis, ferebis, moZraobis,saqonlis demonstrirebis farTo SesaZleblobebi.reklamas didi momavali aqvs internetSi. reklamisganviTarebis erT-erTi tendenciaa konvergenciaa, anu ramodenimeteqnologiisa da servisis gaerTianeba unikalur simbiozsSi.konvergencia xasiaTdeba auditoriasTan gaumjobesebuli kontaqtisSesaZleblobebiT da gancxadebis miRebis mxridan komunikaciebzedidi kontroliT.amrigad, dRes didi popularobiT da aqtiurad gamoiyenebareklamebisTvis gazeTebi, televizia, fosta, interneti,Tanamgzavruli da sakabelo televizia. Tanamedrove pirobebSireklama xdeba transnacionaluri, xolo sareklamo kompaniebi _saerTaSoriso.2.3.reklama saxeebirogorc aRiniSna, reklama fasiani da ara piradi komunikacia,36

omelsac asrulebs identificirebuli sponsori da romeliciyenebs masobriv sainformacio saSualebebs raTa daiyolios anzemoqmedeba moaxdinos momxmarebelze.reklama warmoadgens sabazro marketingis nawils, romlisamocana warmoebuli produqciis gasaRebis uzrunvelyofa. reklamazustad da sworad informirebs momxmarebels produqtisa damomsaxurebis xarisxze, Tvisebebze, asortimentze, moxmarebisgamoyenebis wesebze da sxva monacemebis Sesaxeb. reklamis esfunqcia qmnis produqtis warmoebis ufro efeqtur winapirobasmosaxleobis moTxovnebis dasakmayofileblad. dauSvebeliasareklamo gancxadebebSi produqtis xarisxis maxasiaTebelbisgadaWarbebuli mocema, an falsificirebuli produqtissrulfasovani gasaReba da zemoqmedeba adamianze gamoyenebuli sxvauaryofiTi motivaciebiT. reklamis gaformeba unda pasuxobdesTanamedrove esTetikur moTxovnebs, xolo xarjebi misorganizaciaze ar unda aRematebodes racionalur sidides.msoflio gamocdilebidan cnobilia reklamis rolis da misiZalis Sesaxeb. reklama yovelTvis informaciaa, xolo informacia _yovelTvis reklama ar aris.erTis mxriv, reklama awvdis momxmarebels aucilebel cnobebssaqonlis Sesasyidad, xolo meores mxriv, informacia adamianzeaxdens emociur-fsiqikur zemoqmedebas da STaagonebs yidvisTvis.aqedan gamomdinare, TviT reklama erTdroulad aris muSaoba daxelovneba.reklama rTuli fenomenia, radgan mas gansxvavebuli miznebisda aqedan gamomdinare mis mimarT gansxvavebuli moTxovnebis mqonedamkveTi hyavs.ganasxvaveben reklamis Semdeg tips: savaWro markis reklama; sacalo-savaWro reklama; politikuri reklama;37

eklama myisieri gamoZaxiliT; biznes reklama; korporaciuli (institucionaluri) reklama; socialuri reklama; internet reklama.savaWro markis reklama. am reklamaSi mTavari yuradReba eqcevasavaWro markis saxis Seqmnas da savaWro markis xangrZlivicnobadobis uzrunvelyofas. reklamebs Soris savaWro reklamasmniSvnelovani adgili ukavia. Tumca sxva formebsac aqvT aranaklebmniSvneloba adamianis cxovrebaSi. gamoyenebuli reklamebisgamaerTianebelia is, rom aRZras adamianebSi konkretulimoqmedebebi. savaWro reklamas unda hqondes iseTi maxasiaTeblebi,rogoric aris samarTlianoba, konkretuloba, mizandasaxuleba,humanuroba da kompetenturoba. dauSvebelia macduri,arakeTilsindisieri, aradamajerebeli da araeTikuri reklamebisgamoyeneba.sacalo-savaWro reklama, romelic lokalur xasiaTs atarebsda fokusirebulia vaWrobisa da momsaxurebis sferos obieqtebze,sadac xdeba SemoTavazebebi sxvadsxva produqtisa da momsaxurebasa.sacalo-savaWro reklamaSi yuradRebas amaxvileben prodqtis fasze,xelmisawvdomobaze, savaWro obieqtis adgilmdebareobaze da missamuSao droze.politikuri reklama. is warmoadgens politikuri procesebismniSvnelovan nawils, sadac daSvebulia asarCev postebzekandidatebis reklamireba.reklama dauyovnebeli gamoZaxiliT.biznes reklama. saqmiani reklama Seicavs Setyobinebas,romelic mimarTulia sacalo da sabiTumo vaWrebis,distibutorebis, sawarmoebis-myidvelebis da specialist-38

profesionalebisaken. aseTi saxis reklama Tavsdeba profesionalurJurnalebsa da gamocemebSi, aqvs gamokveTili, informaciiTgajerebuli teqsti da ilustracia.instituciuri (korporaciuli) reklama. misi mizaniakorporaciis cnobadobis Seqmna an sazogadoebis yuradRebismiqceva Sesabamisi organizaciis Sexedulebis mimarT.socialuri reklama. socialuri reklama mouwodebssocialuri problemebze sazogadoebis yuradrebisgamaxvilebas.magaliTad usafrTxo moZraobis wesebi, usafrTxoebisRvedebis xmareba moZraobis dros.internet reklama. reklama ganTavsdeba Web gverdebze.cxrili. 1.reklamis saxeebis klasifikacia mocemuliaklasifikaciis niSanireklamis saxe1 2Mmiznobrivi jgufis mixedviT samomxmareblo reklamasareklamo mimarTvis xasiaTida Taviseburebanimiznobriv auditoriazezemoqme-debis mixedviTkoncentrirebulobagansazRvrul segmentzeGgeografiuli bizness reklamasavaWro profesionaluri(agraruli ) informaciuli damarwmunebeli Semaxsenebeli racionaluri emociuri iracionaluri SerCeviTi masobrivi sacalo savaWro(lokaluri) regionuli saerTo-erovnuli saerTaSorisomiznobrivi Pproduqtis reklama39

gavrcelebismixedviTsaSualebebiskomerciuli reklamaAarakomerciuli reklamainstituciuri reklama beWdviTi (Jurnalebi, gazeTebi) radio da televizia sareklamo suvenirebi pirdapiri safosto gare gamofenebi da bazrobebisareklamo mimarTvis xasiaTisa da Taviseburebebis mixedviTansxvaveben informaciul, damarwmunebel da Semaxsenebel reklamas.informaciuli reklamis ZiriTad amocanas warmoadgenssaqonlis daxasiaTebebis da potenciur momxmareblamde misiRirsebebis Sesaxeb informaciis mitana.Ddamarwmunebeli reklama _ reklamis yvelaze agresiuli saxea,romlis ZiriTadi amocanaa reklamirebuli saqonlisadmiupiratesobis miniWeba, potenciur momxmarebelTa Tanmimdevrulidarwmuneba.Semaxsenebeli reklama _ gamoiyeneba gansakuTrebul bazarzegansazRvruli produqtis (firmis) arsebobisa da misimaxasiaTeblebis Sesaxeb klientTa informirebulobisSesanarCuneblad.miznobriv auditoriaze zemoqmedebis saSualebis mixedviT undaganvasxvavoT racionaluri da emociuri reklama._ racionaluri reklama axdens potenciuri klientisinformirebas, mimarTavs mis gonivrulobas, mohyavs dasabuTebebimis dasarwmuneblad._ emociuri reklama mimarTavs grZnobebs, emociebs, mogonebebs,zemoqmedebs asociaciebze.40

mravali sareklamo mimarTva warmoadgens dasaxelebulisaxeobebis sxvadasxva kombinaciebs.gansazRvrul segmentze konkurentulobis niSani miznobrivauditorias saSualebas aZlevs ganasxvaos:_ seleqciuri (arCeviTi) reklama, romelic mkafiodaamimarTuli gansazRvruli jgufis momxmareblebze (sabazrosegmentze)._ masobrivi reklama, romelic mimarTulia realur dapotenciur momxmarebelTa farTo wreebze, agreTve mTlianobaSisazogadoebaze.sareklamo saqmianobis geografiuli niSnis mixedviT gamoyofen:1) lokalur reklamas; 2) regionalurs; 3) saerTo erovnuls; 4)saerTaSorisos _ sxvadasxva qveynis bazrebze.reklamas SeiZleba hqondes dafinansebis sxvadasxva wyaroebi.reklamis gavrcelebis saSualebebidan aRsaniSnavia beWdviTireklama, romelic iyofa Semdeg qvesaxeebad: reklama presaSi,romelsac miekuTvneba reklama yvela periodul gamocemebSi(gazeTi, Jurnali) da sacnobaro beWdviTi reklama. reklama presaSimis Rirsebebs Soris miekuTvneba momxmareblebTan ukukavSirisganxorcielebis SesaZlebloba. sacnobaro beWdviTi reklamaTaviseburi savizito baraTia. beWdviTi reklamis saxeebia: safirmokatalogebi, prospeqtebi da broSurebi, bukletebi, plakatebi,sareklamo furceli, sareklamo-sasaCuqre gamocemebi, wignisreklama.arsebobs reklama eleqtronuli media saSualebebSi, rogoricaris audiovizualuri reklama, radioreklama. telereklamissaxeebia: satelevizio mimarTva, mini-speqtakli, multiplikacia,demonstracia, satelevizio sareklamo klipi. xSir SemTxvevaSi Tura tipis satelevizio qselia gamoyenebuli adgilobrivi Tukabeluri teleqselebi Tavazoben sponsorobas an gadacemaSimonawileobas.aRsaniSnavia, rom winaT normad iTvleboda 60 wamiani41

sareklamo rgolebi, Semdeg es norma davida 30 wamamde. axla ki 7-15wamiani sareklamo rgolebia.televiziis saSualebiT xdeba reklamebis reitinguli Sefaseba,romelic warmoadgens mTavar maCvenebels mocemuli bazrisdapyrobisaTvis.bolo periodSi gamoiyeneba interaqtiuli televizia _kompiuteruli teqnikisa da televiziis Sexameba.gare reklama, romelic reklamis universaluri matarebeliauzrunvelyofs sixSiris maRal dones da sxva komunikaciebTanSedarebiT iafia. gare reklamaSi Cndeba axali, ufrogaumjobesebuli SemoqmedebiTi midgomebi. mza saqonlis onlainurivizualizacia _ mniSvnelovnad zrdis industriis mimzidvelobas.Ggare reklama standartizebulia.gare reklamis saxeebia: sareklamo abra; afiSa, baneri (plakati); sareklamo transparanti; sxvadasxva saxis eleqtrოtablo da ekrani; vitrinis reklamebi; bilbordebi (Billboards),aseve uwodeben (Poster panels) tranzituli reklama(es reklamis kategoria, romelicTavsdeba satransporto saSualebebzegare reklamis amocanas warmoadgenda vizualurad efeqtiani daesTetikurad mimzidveli , mravalferovani ferTa gamiT,standartuli saTanado informaciiT (teqsturi Setyobineba undaSedgebodes araumetes 7 sityvisagan da ikiTxebodes 30-50 m.manZilis daSorebidan).tranzistuli reklama Zalian popularulia dRes.gare reklamaSi unda figurirebdes kompaniis Semdegikomponentebi:42

kompaniis saxelwodeba; slogani; moRvaweobis mimarTuleba; Ksakontaqto misamarTiAaseve arsebobs `safosto reklama~, romelic mesame adgilzeada mas mxolod televizia da gazeTebi uswrebs. gamofenebi eserTaderTi sareklamo saSualebaa, romelic zemoqmedebas axdensgrZnobis xuTive organoze. msoflioSi arsebobs didi sagamofenocentrebi evropaSi, aseve aziis zogierT qveynebSi.2.4. reklamis socialuri aspeqtebisocialuri reklamas garkveuli specifika gaaCnia. reklamayvelaze naTeli magaliTia biznesis zemoqmedebisa momxmarebelze.sareklamo rgolebis saSualebiT mosaxleobaSi popularuli xdebakonkretuli produqti, romelsac naklebi ekonomikurimaxasiaTebeli gaaCnia, igi orientirebulia sazogadoebaSiarsebuli socialuri problemebis gadawvetisaTvis, romlebicmomxmareblis yuradRebas ipyrobs. Amavr dros igi socialuradorientirebuli unda iyos da keTilsnidisierad unda Seasrulosvaldebulebebi. romelic kompanias akisria sazogadoebis winaSe.xSirad adgili aqvs macdur reklamas, romelsac SecdomaSiSeyavs momxmarebeli. reklamaSi asaxuli araswori informaciaproduqtisa da momsaxurebis mxolod pozitiur mxares warmoaCens,xolo produqtis sust mxareze da gverdiT efeqtebze saerTod aramaxvilebs yuradRebas.Kreklamis saSualebiT damkvidrebuli streteopipebis Secvlaxdeba. magaliTad reklamis gavleniT icvleba pirovnebis cxovrebisstili, romelic yvelasaTvis misaRebi ar aris.43

M MxSiria SemTxveva, rodesac reklamirebuli produqtizemoqmedebas axdens bavSvebze, romelTac ar aqvT gamocdileba daiTxoven im produqtis yidvas , romelic arc Tu ise sasargebloamaTvis.zogjer reklamis gavleniT momxmarebeli moixmars iseTproduqtsa da momsaxurebas, rac seriozul zians ayenebs misfizikur mdgomareobas.aSS –Si 1938 wels miRebuli iqna reklamis erovnuliregulirebis kanoni, romelic pirdapir miuTiTebda, romaucilebelia momxmarebelTa dacva macdunebeli da arsamarTlianireklamisagan, Tumca realurad es terminebis sakamaTo gaxdasazogadoebaSi. xSirad aris mosazreba, rom reklamis zegavleniTmomxmarebeli yidulobs iseT produqts, romelic mas ar sWirdeba.agresiuli da arakeTilsindisieri reklama ,romelic ugulvelyofsmomxarebelTa da konkurentTa interesebs kategoriuladakrZalulia.saqarTvelos kanoni reklamis Sesaxeb iTvaliswიnebsmomxმarebelTa da mwarmoebelTa dacvas arakeTilsindisieri, yalbireklamisagan da argulirebs reklamis moqmedebis arealssakanonmdeblo doneze. reklamas gansakuTrebuli mniSvneloba aqvssocialur marketingSi. socialuri reklama apelirebas ukeTebszogadsakacobrio Rirebulebebs (garemos dacva, jandacva, sust dasocialurad daucvel adamianebze zrunva da a.S.),2.5. reklamis ganxorcielebis organizaciuli formebi.sareklamo saqmianobis moculobisa da gamoyenebuli sareklamosaSualebebis mixedviT, ganviTarebuli qveynebis firmebisxvadasxvagvarad organizeben sareklamo RonisZiebebis Catarebas.isini an qmnian sakuTar sareklamo ganyofilebas da TviTon44

amzadeben reklamas beWvdisaTvis an iyeneben specializirebulsareklamo saagentoebs. sareklamo ganyofilebebi. im firmebSi, sadac sareklamosamuSaos moculoba ar aris didi, reklamis ganyofilebaeqvemdebareba uSualod komerciul direqtors, romelicgansazRvravs sareklamo kampaniis amocanebsa da mimarTulebebs dagadascems maT damuSavebisaTvis, Sesrulebisa da kontrolisaTvissareklamo ganyofilebas. msxvil firmebSi, sadac sareklamosamuSaos moculoba didia, sareklamo ganyofileba iqmnebasawarmoo ganyofilebaSi, romlis saTaveSi mmarTvelia(administraciuli menejeri), romelic eqvemdebareba an uSualodsawarmoo ganyofilebis mmarTvels, an marketingis mmarTvels.sareklamo ganyofilebas Cveulebriv Tavis SemadgenlobaSihyavs jgufi, romelic agebulia funqcionirebis principze dareklamis calkeuli saSualebebis seqtorebze. jgufi, gasaRebisgafarToebis mixedviT amuSavebs RonisZiebebs, romlebicmimarTulia saqonlis konkurentunarianobis amaRlebisaken, jgufi,bazris Seswavlis mixedviT momxmarebelTa gamokiTxvebis da maTimoTxovnilebebis gamokvlevis safuZvelze aZlevs rekomendaciebsmarketingis ganyofilebas, romlebic gaiTvaliswineba firmissaerTo saqmianobis saerTo mimarTulebis gansazRvrisas; reklamisefeqturobisa da sareklamo saSualebebis xarjvaze kontrolisjgufebi axorcieleben sareklamo kompaniis Sesrulebazekontrols da dakavebulni arian maTi efeqtianobis gansazRvriT,rogorc mTlianobaSi, ise sareklamo saSualebebis calkeuli saxismixedviT.reklamis ganyofilebis seqtorebis funqciebSi Sedis reklamismeTodebisa da saSualebebis arCeva, momzadeba da sxvadasxvagvarisareklamo masalebis damzadeba (katalogebi, prospeqtebi da sxva),SekveTebis ganTavseba da beWvdiTi reklamis sxva saxeebis damzadeba(telereklama, kinoreklama da aS), gamofenebis momzadeba daorganizacia; SenobebSi adgilebis Sesyidva, radio da satelevizio45

kompaniebisagan drois Sesyidva. sareklamo ganyofilebiswarmoebiTi seqtori amzadebs sareklamo masalebis mniSvnelovannawils damoukideblad.miuxedavad Sesrulebuli farTo funqciebisa, sareklamoganyofilebebi Cveulebriv TanamSromloben sareklamosaagentoebTan. am SemTxvevaSi sareklamo ganyofilebis funqciebimdgomarelbs ara mxolod urTierTobis damyarebaSi firmisxelmZRvanels an komerciul ganyofilebasa da saagentos Soris,aramed reklamis Seqmnasa da Sesrulebaze kontrolzec.Tu sareklamo ganyofileba ar aris dakavSirebuli sareklamosaagentosTan, maSin mas unda hyavdes specialistebi reklamisgavrcelebis saSualebebTan kavSirSi da agreTve sareklamoproduqciis damzadebasTan kavSirSi.sareklamo ganyofileba muSaobs sawarmoo marketingis dasawarmoo ganyofilebis gasaRebis ganyofilebebTan mWidrokavSirSi. sareklamo saagentoebi - es aris specializebuli firmebi,romlebic TavianT klientebs awvdian momsaxurebas reklamisproeqtis Sedgenasa da ganxorcielebaSi. isini gamodian erTismxriv, rogorc Suamavlebi samrewvelo, savaWro da sxva firmebsSoris, romlebic axdenen TavianTi saqonlis reklamirebas dameores mxriv, rogorc sagazeTo da sazJurnalo koncernebi, radioda satelevizio kompaniebi.sareklamo saagentoebis klasificireba SeiZleba Semdegiprincipebis mixedviT: gaweuli momsaxurebis moculobis mixedviT - `srulimomsaxurebis~ saagentoebi da SezRuduli momsaxurebis saagentoebi; gaweuli momsaxurebis mixedviT - universaluri,specializirebuli; saqmianobis sferos mixedviT - Sida da gare bazarze;yvelaze ufro metad gavrcelebulia `sruli momsaxurebis~46

saagentoebi, romlebic konsultacias uweven TavianT klientebssavaWro-sareklamo politikis saerTo da calkeul sakiTxebze;rekomendacias uweven samrewvelo firmebs ama Tu im saqonlismizanSewonil gamoSvebaze; adgenen sareklamo kampaniis gegmebs daxarjTaRricxvas, gansazRvraven maTi Catarebis vadebsa daperiodulobas; axorcieleben adgilis, droisa da momsaxurebisSesyidvis kampaniis gegmasTan SesabamisobaSi. axorcielebenreklamis momzadebas. amgvarad, `sruli momsaxurebis~ saagento,sareklamo kampaniis damuSavebasa da gatarebasTan erTad asrulebsagreTve momsaxurebis farTo wres, romlebic dakavSirebuliamarketingTan. saagento axorcielebs TanamSromlobas reklamisdamkveTTad gasaRebis winaswari gegmis Sedgenis stadiaze.reklamis damkveTTan da saagentosTan urTierTobaregulirdeba maT Soris dadebuli SeTanxmebebis safuZvelze. amSeTanxmevaSi xdeba im momsaxurebis mTeli kompleqsis CamoTvla,romelic miewodeba saagentos mier. sareklamo saagento TviTonaxorcielebs reklamis gavrcelebis saSualebebis gadaxdas, oRondklientis xarjze. amitom klientma Tavis droze unda awarmoosfulis gadaxda agentis sasargeblod. sareklamo saagentoebismomsaxureba anazRaurdeba ara reklamis damkveTis mier, aramed imsareklamo saSualebiT, romelSic saagento ganaTavsebs reklamas.Cveulebrivi zoma sakomisio dasaCuqrebisa, esaa reklamisRirebulebis 15%. garda amisa, `sruli momsaxurebis~ saagentoiRebs kompensacias, romelic Seicavs danaxarjTa Rirebulebas dagarantirebul mogebas iseTi momsaxurebis mixedviT, rogoricaabazris kvleva, samomxmareblo moTxovnis Sedgenilobis analizi,momxmareblis fsiqologiaze zemoqmedebis saSualebebis damuSavebada aS. sakmaod xSirad, saagentoebi agreTve ireben reklamisdamkveTebisagan gansazRvrul Tanxas reklamis warmoebisRirebulebis gadasaxadis saxiT, SeTanxmebis mixedviT reklamazeSekveTebis fiqsirebuli moculobis Seusruleblobis kompensaciis,SemTxveviTi erTjeradi SekveTebisas specialurad fiqsirebuli47

dajildovebis da aS saxiT.reklamis damkveTis saxiT gamodian ara marto samrewvelofirmebi, aramed is firmebic, romlebic sTavazoben sxvadasxva saxismomsaxurebas: inJineringul, satransporto, sadazRveo,sakonsultacio da sxva. samrewvelos Soris gamoiyofa firmagigantebi,romlebic reklamaze uzarmazar saSualebebs xarjaven.aSS-Si 110 msxvili korporaciis wilad modis samomxmareblosaqonlis reklamaze danaxarjTa 56%.sareklamo saagentoebs aqvT TavianTi specializacia:regionebis, reklamirebuli saqonlis nomenklaturis; reklamisgavrcelebis saSualebebis; sareklamo saqmianobis viwromimarTulebis an funqciebis mixedviT. giganti-saagentoebi,romlebic Sedian liderul aTeulSi, dominireben TavianTnacionalur bazarze da saerTaSoriso masStabiT masobrivimoTxovnis samomxmareblo saqonlis mixedviT. sareklamosaagentoebi, romlebic mcire zomisaa, Cveulebriv emsaxurebianregionalur da adgilobriv bazrebs.sareklamo biznesSi did rols TamaSoben reklamisgavrcelebis saSualebebis mflobelebi; sagamomcemlo firmebi,radio da telestudiebi, safosto reklamis firmebi. sareklamosaqmianobis teqnologiam Tanamedrove pirobebSi ganicada arsebiTicvlilebebi kompiuterizaciis procesis wyalobiT, romelmacmoicva praqtikulad yvela mimarTuleba da saSualeba sareklamosaqmianobisa: sareklamo masalebis Seqmna da gavrceleba, sareklamokampaniebis momzadeba da gatareba, Sedegebis analizi.kompiuterizaciam mWidrod daakavSira firmis sareklamo,marketinguli da gasaRebiTi saqmianoba.kompiuterizaciis danergvis wyalobiT, sareklamo firmebma,poligrafiul firmebTan mimarTvis gareSe TviTon daiwyesteqstebis akrefis da koreqtirebis; werilebis, bukletebisa dafurclebis beWvdis ganxorcieleba. kompiuterizacia gansakuTrebiTmniSvnelovani zemoqmedeba moaxdina safosto reklamis48

ganviTarebaze, ramdenadac saSualeba misca umokles xanSiewarmoebina operaciebi aseTi reklamis Sedegebis analizisa dasistematizaciaze. Aaseve gamoiyeneba videomagnitofonebi.bazrobebsa da gamofenebze, videomagnitofonebis gamoyenebiTdemonstrirdeba rTuli mowyobilobebi, danadgarebi, romlebic areqvemdebarebian gadaadgilebas.kompiuterul teqnikis wyalobiT gaCnda sareklamo informaciismonacemTa bankis Seqmnis SesaZlebloba, sadac reklamis damkveTebsgansazRvruli gadasaxadis xarjze SeaqvT informacia TavianTfirmaze da reklamirebul produqtze , romelic SeiZlebaSeukveTos da miiRos nebismierma dainteresebulma potenciurmamomxmarebelma. monacemTa aseTi informaciuli bankebi aqvTsareklamo saagentoebsa da TiTqmis yvela msxvil kompanias.Setyobinebis strategiis dagegmvaze mniSvnelovan gavlenasaxdens momxmarebelis darwmunebis SesaZleblobebi produqtisa damomsaxurebis sargeblianobis TvalsazrisiT. Eefqtiani strategiisganviTareba iwyeba myidvelTa strategiuli sargeblisidentificirebiT, saTanado sareklamo mowodebis formirebiT.Setyobinebis strategia unda iyos gamokveTili da SemdgomSiSesaZlebelia kompaniis strategiis gamokveTa. sargeblisa dapozicionirebis wertilis gamokveTis Semedg formirdebaSemoqmedebiTi koncefcia idea , romlic mkafiod gamoxatavskompaniis strategias da igi SemdgomSi Camoyalibdeba rogorcvizualurad , fraziT gadmocemuli. iqmneba specifikuri mimarTva ,romelic sareklamo kampaniaSi gamoiyeneba. sareklamo mimarTva undaiyos -azris Semcveli, gansxvavebuli, damajerebeli.2.6. reklamis efeqtianobis Sefasebazogadad reklamis funqcia da efeqtianoba rogorc marketingis49

instrumenti gamoxatulia Semdegnairad: produqtis identificireba da misi diferencirebaerTmaneTisagan; produqtis maxasiaTeblebisa da misi adgilmdebareobisSesaxeb informaciis gavrceleba; waaqezos momxmarebeli, raTa gaacnobieros axaliproduqti; stimulireba gaukeTos produqtis distribucias; xeli Seuwyos produqtis moxmarebis maCveneblebisgaumjobesebas; Fxeli Seuwyos faseulobebis formirebas, brendisupiratesobis warmoCena da loalurobis ganviTarebas Ggayidvebis fasebis Semcirebareklamis saqmianobis Seswavla , misi efeqtianobis gansazRvrasareklamo saagentoebis saqmianobis ganuyreli nawilia.marketinguli komunikaciebis efeqturobis Sefasebis ZiriTadimeTodebi damuSavebulia sareklamo industriaSi.informaciis saSualebebis gamokvlevebis Sedegebidamoukidebeli mkvlevarebis mier iyideba an uSualod reklamisdamkveTebze, an saagentoebze, romlebsac Semdeg SeuZliaT miawodonisini TavianT klientebs. Cveulebriv, amgvari regularuligamokvlevebi informaciis saSualebebisa, xorcieldeba rogorcukve arsebuli, ise potenciuri klientebis moTxovnebisdakmayofilebis mizniT.cxrili 2sareklamo masalebis gamokvlevis meTodebiprocenti sareklamo rgolis damamTavrebeli variantis Sefaseba 93.8% gamokvlevebis gamoyeneba sareklamo kampaniis momzadebis 92.9procesSi50

sareklamo rgolebis sxvadasxva formatebis winaswari 91.1Sefaseba reklamis damamTavrebeli variantis gamoSvebismomentamde. satelevizio sareklamo kampaniis Sefaseba 90.4 reklamis ideis, misi siuJetis da amgvari parametrebis 88.7Sefaseba misi Savi variantis momzadebamde sasinji sareklamo rgolebis Semowmeba 56.1 sareklamo rgolis gangrZobiTi SesaZleblobebis Semowmeba 42.9Sedegebi.cxrili #2 sareklamo masalebis gamokvlevis gamoyenebuli meTodebis analizisam cxrilSi asaxulia satelevizio reklamis konkretuligamokvlevis Sedegebi, romelic Catarda sareklamo saagentoebisgamokiTxvis Sedegad. sareklamo masalis Sefaseba xdeba misisaboloo gaSvebis momentamde. gamokvlevis meTodebidanaRsaniSnavia: winaswari testireba, romelic moicavs momxmarebelTaazrs an gaTvicnobierebis Sefasebas; fiziologiurireaqciebis gazomvas; teqstis advilad wakiTxvis Semowmebas dabazris testirebas; paraleluri testireba; igi xorcieldeba samomxmarebloauditorias Soris misi gavrcelebasTan erTad. paraleluritestireba moicavs: paralelur gamokiTxvebs; mimarTebisSemowmebas da mimdinare meTvalyureobas testireba mimarTvebis gavrcelebis Semdeg. reklamisgamokvlevis ZiriTadi nawili tardeba ara mis gavrcelebamde,aramed mis Semdeg, miuxedavad imisa, rom marketingulikomunikaciisaTvis gamoyofili saSualebebi am droisaTvisdaxarjulia. gamokvlevebis aRniSnuli meTodebis aseTigavrceleba aixsneba winaswari testirebis meTodebis51

SezRuduli gamoyenebiT. garda amisa, testireba, Catarebulireklamis gavrcelebis Semdeg, saSualebas iZleva gamoirkves,vin naxa igi an vin gaigo sinamdvileSi da amgvarad, iZlevasaSualebas Seiqmnas safuZveli momavali marketingulimimarTulebis dagegmisaTvis. aRniSnuli tipis testirebismeTodebi SeiZleba daiyos sam kategoriad: miznobriviauditoriis analizi, gaxsenebis analizi da urTierTobisSecvla. Tumca bazris moRvaweTa umravlesoba Tvlis, romreklamis moqmedebis saboloo Sedegi unda iyos qcevis Secvla– sapasuxo qmedeba momxarebelisagan, firmaSi, maRaziismonaxuleba an Sesyidvis ganxorcieleba gansazRvravsreklamis pirdapir ukugebas produqtis gasaRebis zrdaSi daigi warmoadgens gansakuTrebulad rTuls da ZviradRirebuls.mkvlevaris gankargulebaSia meTodebis ori ZiriTadi jgufi,romelTa meSveobiT maT SeuZliaT ecadon gayidvis donezereklamis zemoqmedebis Sefaseba: gamokiTxvis stimulirebazetestebi da bazris testirebis meTodi.52

Tavi 3 reklamis gavlena momxmarebelTa qcevaze3.1. reklamis socialur-fsiqologiuri aspeqtebi da modelebijorj felseris (George Felser) wigni `momxmareblis fsiqologiada reklama` detalurad gadmoscems reklamis gavlenasmomxmarebelze.Igi aRniSnavs, rom reklamis zemoqmedeba momxmarebelze Zaliandidia. reklamis saSualebiT xdeba axali warmodgenebis, emociis,cvlilebis, survilis an ganzraxvis warmoCena reklamirebulproduqtTan dakavSirebiT. reklama SeiZleba gaukeTdes yvelaproduqts, aseve momsaxurebas, organizacias, adamianebs, socialurideas da sxva. reklamis zemoqmedeba damokidebulia imaze, Tu rakavSiria dasaxul mizansa da miRweul mizans Soris. reklamiszemoqmedeba naTlad warmoaCens, Tu rogor zemoqmedebas axdensreklama momxmarebelze, rogor motivacias gauCens mas, rogorwaaqezebs yidvisaken. Mmagram reklama SeiZleba moswondesmomxmarebels, gamoiwvios man masSi interesi, dadebiTi emocia,magram produqti mxolod maSin realizdeba kargad , Tu masze arisrealuri moTxovna.sareklamo saqmianoba mecnierebis is dargia, romelic iyenebsekonomikis, fsiqologiis, sociologiis da teqnologiis miRwevebs.reklama, rogorc adamianTa marTvis meTodi dakavSirebuliamasobriv komunikaciebis SesaZleblobebTan.adamianze sareklamo zemoqmedeba sakmaod rTulia. reklamispozitiuri zemoqmedebis Sedegad adamianSi aRiZvrebareklamirebuli produqtis mimarT emociebis axleburi SegrZneba.53

eklamis zemoqmedebis warmateba yovelTvis mJRavndeba miRweul dadasaxul miznebs Soris kavSirebiT.masobrivi komunikaciis amocanaa reklamis saSualebiTmoaxdinos adamianze zegavlena, reklamis specialistebs Sexeba aqvsxalxis did raodenobasTan, romelsac is ar icnobs da arSeuZlian akontrolos is pirobebi, Tu rogor moxdeba am reklamisaRqma.reklamis profesionalebi iyeneben mravalferovan, vizualur,mxatvrul da grafikul gamosaxulebebs, raTa reklamis mimarTvasmianiWos meti momxibvleloba. satelevizio reklamebSi xSiradgamodian popularuli msaxiobebi, satelevizio programebiswamyvanebi, melodiuri musikis TanmxlebiT. adamianze zemoqmedebsrogorc gareTa, aseve Sida faqtorebi, romlebic axdenen adamianisfsiqikis marTvas (nax. 1).Sida faqtorebi(gamRizianeblebi)fggmgareTa faqtorebi(gamRizianeblebi)Nnaxazi 1fg _ adamianis fsiqologiuri ganwyoba Sida da gareTafaqtorebis zemoqmedebisagan;gm _ adamianis gareTa qceva. reklamis zemoqmedebis procesSieTnokulturuli Taviseburebebis aRqmis sakiTxze Catarebulikvlevebis Sedegad gairkva, rom amerikuli da iaponuri sareklamoteqstebi erTi SexedviT Zalian gavs erTmaneTs. TumcaamerikelebisTvis mTavari motivia warmateba, kariera, aRiarebaa.xolo iaponuri teqstebi gamoirCeva naklebad orientrebulobiT54

gundurobaze, warmatebaze, Zalauflebaze, maTSi metadaawarmoCenili pozitiuri leqsika.arsebobs Svidi ZiriTadi faqtori, romelic sxvadasxvanairadaRiqmeba ama Tu im kulturis (da maT Soris Cveni, erovnulikulturis) araverbalur komunikaciaSi, es faqtorebia:1) dro – kulturebs Soris varirebs 2 mimarTulebiT, droiTiperspeqtivis da drois gamoyenebis specifikis mixedviT. maSinrodesac amerikelebisTvis dro gardauvali, sworxazovani dafiqsirebulia (fizikuri obieqti, romlis dagegmvac SesaZlebelia),arabeTis qveynebis warmomadgenlebisTvis dro arc fizikuria daarc dagegmvadi, maTi azriT adamians ramdenime saqmianobisSeTavsebis unari gaaCnia da amiTaa igi upiratesi sxvebTanSedarebiT;2) sivrce – aSS-Si arsebobs midgoma romlis mixedviTac “racufro didia, miT ukeTesia” (iqneba es manqana Tu kabineti), isinisaqmian urTierTobaSic did distancias iWeren (1,5-2,5 metri), amdros iaponiaSi yvelaferi kompaqturia, xolo maRal sarTulebzedireqtorebis kabinetebis nacvlad komerciuli ganyofilebebisofisebia;3) megobroba – aqac amerikelebis magaliTiT rom vimsjeloT,isini advilad umegobrdebian da aseve advilad SordebianerTmaneTs, saqmian urTierTobebSic ufro metad gamoxatavengrZnobebs, xolo aziis qveynebSi absoliturad sapirispirosituaciaa;4) SeTanxmeba – aSS-Si molaparakeba iTvaliswinebs SeTanxmebisdokumentis yovelmxriv Seswavlas, xolod CineTSi kontraqtisnacvlad aqcenti keTdeba kontraqtorze – amowmeben partniorissaimedoobas;5) nivTebi – im gansxvavebebis gamo rasac kultura nivTebsaniWebs, saCuqrebis SerCeva sxvadasxva kulturiswarmomadgenlisTvis SeiZleba didi Tavsatexi aRmoCndes, maSinrodesac iaponiaSi patara saCuqris Cuqeba aucilebeli RonisZiebaa55

saqmian urTierTbebSic ki, ukve CineTSi es miuRebelia;6) simboloebi – arsebobs specialuri sferoc “sombolurimenejmentis” saxiT, romelic sxvadasxva kulturaSi sxvadasxvasimboloebis datvirTvas Seiswalis komunikaciaSi;7) etiketi – warmoadgens miRebul qcevebs konkretulsocialur garemoSi. maSin rodesac amerikuli jdomis stilimiuRebelia aRmosavleTis qveynebSi da TiTqmis yvela sxvakulturaSi cud tonad iTvleba, xolo xurdis datovebagamyidvelisTvis aseve Seuracxyofis tolfasia CineTSi da mismezobel qveynebSi.marketinguli strategiebi umetesad mowodebulia zustadaRiqvas momxmarebelTa faseulobebi vidre Secvalos isini.mocemul naxazze asaxulia kavSiri kulturul faseulobebsa damoxmarebis specifikur miznebs Soris. ix. nax.2kulturulifaseulobebiproduqtisatributikamoxmarebis specifikurimiznebinaxazi 2amrigad, produqtis atributika kulturuli faseulobismiRwevis saSualebas warmoadgens, xolo moxmarebis miznebimxolod Suamavali rgolia atributikasa da faseulobas Soris.magaliTad, im momxmareblisTvis, romlisTvisac kulturulifaseuloba fizikur srulyofas gulisxmobs (sxvanairad, Tu ismoRvaweobs im sazogadoebaSi sadac fizikuri srulyofiskenswrafva faseulobaa) mniSvnelovania iseTi atributikis(Semadgenlobis) povna sakveb produqtebSi, rogoricaa naklebicximis Semcveloba, dabalkaloriuloba, mcenareuli warmoSobisnivTierebebi. amiT is miiRwvis iseTi specifikuri samomxmareblomiznebis misaRwevad, rac mis sxeuls sasurvel formas da56

aRnagobas mianiWebs.Tanamedrove pirobebSi, gamocdili marketologebis miergamoiyeneba specialuri strategia, romelsac “lederings” (Laddering)uwodeben. igi moicavs momxmareblebTan interviuebis seriiswarmoebas, raTa dadgindes kavSiri produqtis atributikas,moxmarebis miznebs da kulturul faseulobebs SorismomxmarebelTa konkretuli dajgufebisTvis.3.2.Sida da gare faqtorebis zegavlena adamianis qcevaze.gare faqtorebia, rac xdeba irgvliv mocemul momentSi (esSeiZleba iyvnen adamianebi, romlebic imyofebian gverdiT,klimaturi pirobebi da a.S.), gareTa faqtorebi zemoqmedebenadamianis SigniT imave momentSi. adamianis damokidebulebasxvadasxva nivTebisadmi, janmrTelobis mdgomareoba, Sexedulebebi,warsulis gamocdilebisadmi darwmuneba da a.S es Sida da gareTafaqtorebi iwveven garkveul fsiqologiur ganwyobas, romelicsaboloo jamSi mJRavndeba qceviTi saqmianobis saxiT.am faqtorebis, zemoqmedeba Zalian mniSvnelovania sareklamosainformaciosaqmianobaSi, radgan ase SeiZleba adamianis fsiqikismarTva reklamis zemoqmedebis procesSi. es Sida da gare faqtorebiadamianSi iwveven garkveul fsiqologiur ganwyobas qceviTiganyobisa da moqmedebis - yidvis SesrulebisaTvis.sareklamo informacia warmoadgens gamRizianeblebis mTelkompleqss, romlis TiToeuli atarebs garkveul informacias,magaliTad feri, saxviTi formebi, kontrastuloba, moculoba daintensiuroba, sarkelamo mimarTvis siaxlis xarisxi da sxva. Tanacrac ufro Zlieria. reklamis gamRizianebeli, miT ufro didiaaRgznebadoba da iwvevs sareklamo moqmedebis gaZlierebas. aseveSTagonebis efeqturi saSualeba, damatebiTi fsiqologiurifaseulobani, saqonels uqmnian momxibvle-lobas popularulimsaxiobebi da kargad cnobili adamianebi.57

eklamis efeqturi zemoqmedeba damokidebulia adamianisfsiqikuri procesebisagan, STagonebis da darwmunebis meTodebisgamoyenebisagan. STagonebis zemoqmedebis xerxi gankuTvniliagancxadebis dadebiT an uaryofiT arakritikul aRqmaze. arsebobspirveladi fsiqomotoruli STagoneba, roca adamiani eTanxmebainformacias, dafuZnebuls arakritikul aRqmaze da prestiJuliStagoneba-azris Secvla miRebuli informaciisamaRalavtoritetuli wyarosagan.darwmunebis meTodi _ es sazogadoebis mosazrebis obieqturimeTodi gavrcelebuli masobrivi komunikaciebis arxebissaSualebiT. darwmuneba _ es apelaciaa adamianis azrovnebisracionalur momentebisadmi, raTa Seicvalos Sexedulebani axalisformirebis mimarT. darwmuneba _ es azrebis logikuri aRqmisforma, damtkicebuli faqtebiT da debulebebiT. reklamadarwmunebis meTodiT moqmedebs efeqturad pirovnebis socialurkomunikabelurobiT.reklamis Zala imaSia, rom darwmundes potenciuri myidvelisaqonlis sargeblobaSi da miiRos aucilebeli yidvisgadawyvetileba. reklamis zemoqmedebis Zala damokidebulia aseveganmeorebiT informaciaze. STagonebuli gancxadeba unda gameordesramodenimejer Sinaarsis micemis axali xerxebiT da formebiT.erTxel informaciis mosmena ar aris sakmarisi, radgan xSiriainformaciis daviwyeba. adamianis mexsiereba kodirebis specifikurixerxebis daxmarebiT, informaciis gadamuSavebiT da SenaxviTwarmatebulad wyvets reklamis amocanebs. unda moiZebnossareklamo teqstis gadacemis meTodebi, romlebsac aqvTdamaxsovreba. fsiqologebis gamokvlevebma daadgines, romSemCneuli iyos umetesi momxmareblis mier. mniSvnelovania masalisgadacemis meTodebi, publikaciis dro.reklamis Semqmnelis amocanaa, ipovos reklamis teqstiswardgenis iseTi meTodi, romelic daamaxsovrdeba adamians.aRsaniSnavia, rom sareklamo mimarTva uceb ar xdeba adamianis58

yuradRebis sferoSi. fsiqologebis kvleviT, reklamis pirvelimimarTva xdeba 30-50% adamianTa yuradRebis sferoSi. gancxadebaaucilebelia gamoqveyndes minimum samjer, rom is moxvdesmomxmareblis yuradRebis centrSi. fsiqologebi, sareklamogancxadebas Semdegi grafikiT akeTeben: meore publikacia _pirvelis Semdeg 2 dReSi; mesame publikacia _ 5 dRis Semdeg;pirvelidan dawyebuli; meoTxe publikacia _ 10 dReSi pirvelisSemdeg; mexuTe publikacia _ 20 dReSi pirvelis Semdeg; meeqvsepublikacia _ 20 dReSi, yoveli momdevnos Semdeg.msgavsi cikluroba publikaciebSi aixsneba imiT, rom sareklamoteqstis gaazreba da damaxsovreba unda moxdes safexurebiT.rekomendirebuli ar aris xSirad radioTi gameordes sareklamogancxadebebi da gamoyenebuli iyos erTi da igive gadacemisxerxebi. umjobesia gancxadebebis gadacemebi SesvenebebiT, musikisTanxlebiT. Tumca aqac mxedvelobaSi miiReba is, rom momabezrebelierTidaigive bgeriTi formebi gamoiwveven msmenelTa reaqciisSenelebas.3.3. reklamis fsiqologiuri zemoqmedeba momxmarebelzereklamis fsiqologiuri zemoqmedebis TiToeuli etapimoiTxovs sareklamo zemoqmedebis meTodebs da xerxebs, romelicuzrunvelyofs fsiqologiur efeqts rekomendirebuli ar arisreklamis xSirad gameoreba radioTi. umjobesia mimarTvagadacemuli iyos SesvenebebiT, musikis TanmxlebiT. fsiqologiurizemoqmedebis meqanizmi momxmarebelze sqematurad naCvenebia nax. 359

yuradRebis mipyrobainteresebis mxardaWeraemociebis gamovlenadarwmunebagadawyvetilebis miRebamoqmedeba (yidvisCatareba)naxazi. 3. reklamis fsiqologiuri zemoqmedebis meqanizmimomxmarebelzezogierT sareklamo saSualebebs SeuZliaT neitralurisubieqtis yuradRebis mipyroba. adamianis fsiqikuri saqmianobisTavmoyra erT obieqtze iwvevs yuradRebis gadarTvas sxva obieqtze.yuradRebis gadatana konkretul saqonelze damokidebulia bevrimizezebisagan, maT Soris TviT informaciis xasiaTisagan, saidanmodis informacia teleekranidan, Tu specifikuri Tvisebebisgan,rogorc masobrivi komunikaciis saSualebidan.reklamis aRqma analizis da sinTezis rTuli procesia. kargireklama _ es aris ideis da zusti informaciis Sexameba.satelevizio reklamis normaluri msvlelobis aRqmas xels60

SeuSlis kadrebis swrafi Secvla, xolo radioreklamas xelsSeuSlis _ laparakis maRali tembri. optimalur aRqmaze moqmedebsfilmi xangrZlivobiT _ 1-2 wT.adamianis fsiqikis saerTo ganwyobis meqanizmi sareklamoinformaciis aRqmaze damokidebulia: TviT reklamis miwodebismeTodze, mkiTxvelis yuradRebis organizaciaze, reklamirebulisaqonlisadmi ganwyobaze.reklamis fsiqologiuri zemoqmedebis TiToeuli etapi iTxovsgansakuTrebul meTodebs da xerxebs adamianis yuradRebismisapyrobad. i.Apavlovis mosazrebiT `yuradreba aris aRznebiskoncentracia adamianis Tavis tvinis qerqis garkveul ubnebSi,qerqis sxva ubnebze erTdroulad damuxruWebisas~. yuradRebismniSvnelovani Tavisebureba _ es misi SesaZlo ganawileba, gadarTvada misi Tavmoyraa. swored adamianis yuradRebis miRma da mdgradigadanawileba sareklamo gancxadebaze reklamis efeqturobis erTerTipirobaa. dadgenilia, rom energiis didi xarjvaavtoritetuli pirisgan xdeba swored sareklamo gancxadebisas.reklamisadmi yuradRebis mipyroba warmoadgens individualurs,romelic damokidebulia adamianis moTxovnisa, misi waqezebisa,motivebisa da ganwyobilebisagan.reklamis yuradRebis mipyrobis mniSvnelovan faqtorswarmoadgens misi gamRizianeblebis Sesabamisoba Sinaganmdgomareobasa da moTxovnilebasTan. adamianis aRqma sareklamogancxadebebidan airCevs yvelaze saWiros misi cxovrebisaTvis.reklamis zemoqmedebis efeqturoba damokidebulia yuradRebisprocesis xangrZlivobaze, romelic gamowveulia gamRizianebelisZalaze.yuradRebis waqezebis faqtori damokidebulia reklamirebulisaqonlis siaxlis xarisxze. reklamis efeqturoba mniSvnelovanifaqtoria, warmoadgens yuradRebis mizandasaxul qmedebas, romlisinteresebi praqtikuli an esTetikuri xasiaTisaa.auditoriis yuradRebis mipyroba reklamisadmi xdeba Semdegi61

sareklamo xerxebiT: sareklamo produqtis Rirsebis Tvisebebisadmi,sasaqonlo markisadmi yuradRebis mipyroba `damaintrigebelisaTaurebis~ gamoyeneba reklamebSi, sareklamo teqstisdamajerebloba. konkretuli abzacebis gamoyofa teqstSi feriT daSriftiT; sareklamo teqstSi saintrigo elementebis Setana,konfliqturi situaciis gamoyeneba monologSi an dialogSi.reklamis aRqma analizis da sinTezis rTuli procesia.sareklamo mimarTvis Semadgeneli nawilebi mizandasaxulad undaiyos Zalis zemoqmedebiT. kargi reklama es ideebis da zustiinformaciis Sexamebaa. adamianis fsiqikis ganwyoba sareklamoinformaciis aRqmaze damokidebulia mravali faqtorebisgan.reklamaze reagirebis procesSi adamianis SegnebaSi xdebafsiqikuri procesebi sam doneze: racionalur, emocionalur daqvecnobierebaSi. pirveli ori done aRniSnavs, rom Tanamedroveadamians Tan sdevs ara marto pragmatuli miznebi, aramed dadebiTiemociebic. mimarTvis racionaluri xerxi efuZneba adamianislogikur azrovnebas, xolo emocionaluri Sefaseba SeiZlebagaZlierebuli iyos iRbliani gadawyvetiT. imisaTvis, rom reklamameefqturoba moaxdinos, racionaluri da emocionaluri sawyisebiunda iyos gamoyenebuli optimalur proporciebSi da erTmaneTsSeavseben, raTa Seqmnan adamianze sareklamo zemoqmedebis ZlierisaSualeba.damatebiT fsiqologiur faseulobas qmnian popularulimsaxiobebi, modelebi, romlebic warmoadgenen STagonebis efeqtursaSualebas.reklamis mimarTvis Sinaarsi _ reklamis mTavari problemaa.STagoneba zemoqmedebis xerxia da darwmunebis meTodi xorcieldebamasobrivi komunikaciebis arxebiT. darwmuneba _ adamianisazrovnebis apelaciaa, romelic dafuZnebulia logikur aRqmaze,reklama miT ufro efeqturad moqmedebs adamianze, rac ufro metiamasSi pirovnebis socialuri komunikabeloba.reklamis moqmedebis Zala damokidebulia informaciis62

gameorebaSi. erTxel informaciis mosmena ar aris sakmarisi, radganxSiria `informaciis daviwyeba~.sareklamo teqstis SedgenisaTvis saWiroa ara marto adamianisfsiqologiis codna, aramed politikuri da ekonomikuri situaciismxedvelobaSi miReba, aseve unda Catardes seriozulifsiqologiur-marketinguli kvlevebi reklamis sferoSi istoriulimentalitentis, tradiciebis gaTvaliswinebiT da dabejiTebiTSeiqmnas reklamis koncefcia, adamianis darwmunebisaTvis.sareklamo mimarTvaSi saWiroa aRiniSnos argumentaciis orimeTodi: logikuri da fsiqologiuri. logikuri meTodi mimarTuliaracionaluri sferosadmi da adamianis Segnebisadmi. am meTodebiTreklamis specialiti ti miuTiTebs momxmarebels realurproblemebze. iqve miuTiTebs misi gadawyvetis gzebs. fsiqologiurimeTodi xazs usvams Segnebebs, grZnobebs da interesebs. amSemTxvevaSi reklama kacobriobis emociur sferozea. is cdilobsdaarwmunos momxmarebeli, rom misi winadadebebi daakmayofilebsmis individualur interesebs. am ori meTodis SeerTeba iZleva didefeqts. reklamis specialiti unda ecados, rom produqtSiintegrirebuli iyos momxmarebelis fsiqologiuri faseulobani.adamianze yovelTvis zemoqmedebas axdens mravaligamRizianeblebi: feri, gamosaxulebiTi forma, kontrastuloba,moculoba da intensiuroba, sareklamo mimarTvis siaxle _saqoneli, rom warmatebiT gaiyidos, aucilebelia SeiqmnasgansakuTrebiT momxibvleli faseulobani, anu Seiqmnas produqtisimiji.zogierTi mkvlevarebi amtkiceben, rom sareklamo mowodebani,romlebic eyrdnobian momxarebelTa sawyis survilebs an motivebs,xdeba ufro efeqturi, ramdenadac es motivebi mWidro kavSirSiaadamianis moTxovnebTan, yovelTvis rTulia da mravalwaxnagovani.dadebiT Sedegs ar iZleva ucxouri reklamebis pirdapirigadmoReba, radgan maT reklamebSi ar aris mocemuli produqtismomxmareblobiTi Tviseba. reklamis sferoSi aucilebeli63

fsiqologiur-marketinguli gamokvleva, raTa napovni iyos reklamisaRqmis swori gza.myidvelis qcevaSi udides rols asrulebs momxmareblismotivacia. motivebi warmoadgenen yvelaze Zlier Sida determinantsadamianis moqcevaSi. calkeul motivebze zegavlenas axdensavtoriteti. momxmareblis motivebis Seswavla warmoadgensefeqturi reklamis programis damuSavebis safuZvels. programaefeqturi iqneba, Tu mas Seesabameba adamianebis survilebi.momxmareblobiTi motivebi, Segnebulis da Seugneblis garda arisZlieri da susti, mudmivi da droebiTi, pozitiuri da negatiuri,racionaluri da emociuri.yvelaze arsebiTi motivebidan SeiZleba gamovyoT Semdegi: 1)utilitaruli motivebi. Tu dominireben isini, momxmarebels pirvelrigSi daainteresebs saqonlis gamoyenebiTi maxasiaTeblebi: misisagarantio vada, moxmarebis xangrZlivoba, swrafi da xarisxianiSekeTebis SesaZlebloba. sareklamo SetyobinebaSi pirvel rigSidagvWirdeba gamoviyenoT iseTi Tvisebebi, rogoricaa saimedooba,mwarmoebloba, ekonomikuroba, gamoyenebis ubraloeba;esTetikuri motivebi. aq gansakuTrebuli yuradReba eTmobanawarmis Sida saxes: formis mimzidvelobas, ferebis originalurgadawyvetas, SesaZleblobas sxva sagnebTan harmoniuli Sexamebis. amSemTxvevaSi reklamis mTavari amocanaa _ gamoyo damaxasiaTebeliesTetikuri Tvisebebi da gamoiyeno Sesabamisi leqsika. esTetikurmotivebs SeuZliaT adamianebze dominireba. gansakuTrebuli adgiliaseT sagnebs ukaviaT qalis cxovrebaSi. racionalurad mimarTulistrategia, gamoyenebuli esTetikuri motivebiT mtyunebans argvaZlevs;prestiJis motivebi. prestiJis motivebi mJRavndeba yvelaferSi:dawyebuli TvalSi moxvedrili erTobliobidan `prestiJulisagnebi~, romlis amocana mdgomareobs imaSi, rom ubralod aswiosmflobelis piradi statusi damTavrebuli cxovrebis stilisamorCeviT;64

tradiciis motivi _ ganpirobebulia sxvadasxva erisa daxalxis gansxvavebiT nacionalur-kulturul gansakuTrebulobebSi.reklamis SemkveTis mTavari mizani aris momxmareblis waqezebaSeiZinos reklamirebuli saqoneli, nakeToba da momsaxureba.bunebrivia, aseTi miznebis misaRwevad reklamis SemkveTi dareklamis Semqmneli iyenebs praqtikulad yvela SesaZlebelsaSualebas da pirvel rigSi fsiqologiur zemoqmedebas.msgavsebis miRwevis meTodebi. TavianTi arsiT Zalian axlosarian prestiJis motivebTan da maT nairsaxeobebTan _ modismotivebTan. reklamaSi xSirad gamoiyeneba Semowmebuli meTodi,rodesac saqonels reklamas uwevs cnobili momRerali ansportsmeni. bevri momxmarebeli Cqarobs SeiZinos reklamirebulisaqoneli, rom dauaxlovdes Tavis kumirs an daemsgavsos mainc mas.produqtis Sesyidvaze yovelTvis zegavlenas axdensekonomikuri, socialuri, fsiqologiuri da geografiulifaqtorebis gansazRvruli kompleqsi. erT SemTxvevaSi erTi daigive faqtorebi gadamwyvet rols TamaSoben, xolo sxvaSi _sakmaod umniSvnelos. momxmareblebma Cveulebriv ician, ramiznisTvis yiduloben, magram yovelTvis ver xsnian motivebs ama Tuim saqonlis SerCevisas. zogierTi momxmareblisTvis gadamwyvetmotivs warmoadgens siamovneba miRebuli yidvisagan, Tumcagarkveuli drois Semdeg nayidi saqoneli adamians ukve aRarainteresebs. es motivi xSirad ufro Zlieria, vidre tradiciulimotivebi rogoric aris nakeTobis praqtikuli da teqnikuridoneebi.motivacia SeiZleba iyos momxmareblis erTguleba arCeuliTavisi markisadmi. sxva markis saqonlis yidvis survilimomxmarebelSi iwvevs Sida daZabulobas, romelic gamomdinareobstradiciebis da Cvevebisadmi erTgulebiT.momxmareblis fsiqologiaSi gaiTvaliswineba agreTvemoTxovnis done damokidebuli momxmareblis materialur65

mdgomareobaze, mis ganaTlebasa da profesiaze. momxmareblissurvilis done Seesabameba mis sulier samyaros, moqcevis maneras,orientaciis faseulobas. orientacia mWidrod aris dakavSirebulipirovnebis msoflmxedvelobis struqturasTan. es ki mowmobssurvilebis miaxlovebas ama Tu im socialuri jgufebis socialuran esTetikur doneebTan. gansakuTrebiT maRali done Sedegiaindividualobis da mowodebis mcdari manerisa. survilisa darealur SesaZleblobebs Soris disharmonia aRiZvreba momxmareblisekonomikuri SesaZleblobebis an fsiqikuri TaviseburebebisSeufaseblobis gamo (ararealuri ocnebebi, gazrdili moTxovnebida a.S.).motivaciis procesSi mniSvnelovani roli eniWeba Cvevebs,unarebs, warmodgenebs, momxmareblis gemovnebas. momxmareblismoTxovnasa da moqcevas Soris myardeba motivaciis pirdapiri daumoklesi kavSiri. moTxovna, garda motivaciis procesisa, iwvevs amaTu im saqonlis yidvis moqmedebas. amrigad, motivacia TandaTanqreba. momxmareblis moqmedeba TandaTan avtomaturi xdeba,gardaiqmneba myidvelis CvevaSi.aseTi Cvevebi xSirad efuZneba mimgvanebas, romelic SeiZlebanawilobriv Seicvalos reklamis zegavleniT. momxmareblis Cvevebieyrdnoba mravalricxovan faqtorebs: socialurs, kulturuls,klimaturs da a.S. tradiciebma da Cvevebma SeiZlebaurTierTsawinaaRmdegod imoqmedos bazarze gamoCenil axalsaqonelze. amave dros arsebulma Cvevebma da tardiciebma ama Tu imadgilisa SeiZleba xeli Seuwyos sareklamo kampaniis agebas.mTlianad, amierkavkasiis respublikebSi, mosaxleoba naklebadiyenebs im produqts, romelic maTi regionisaTvis ar arisdamaxasiaTebeli. tradiciuli produqtebi, romelic erovul,kulturul TviTmyofadobas warmoaCens.sabazro pirobebSi momxmareblis motivaciis fsiqologiiscodna Taviseburi gasaRebia bazris mier produqtisstimulirebisaTvis. dasavleTis reklamis fsiqologebis azriT,66

adamianze Zlier zemoqmedebas axdens sikvdilis SiSis motivebi daqvecnobierebis kompleqsebi. amiT xSirad sargebloben calkeulisaqonlis reklamirebisas. magaliTad, is firmebi, romlebicvaWroben wamlebiT, samedicino preparatebiT, avadmyofebismosavleli sagnebiT. am faqtors iyeneben saavtomobilo kompaniebic,romlebic reklamas uweven TavianT avtomobilebs saburavebis,usafrTxoebis qamrebis da a.S.3.4. motivaciis Teoriebi da modelinebismier mocemul momentSi adamiani mraval sxvadasxvasaWiroebas ganicdis. bevr maTgans biologiuri safuZveli gaaCnia(magaliTad SimSili, wyurvili, diskomforti), sxvebi kifsiqologiuria da fsiqologiuri faqtorebis gavleniTaawarmoSobili (aRiarebis, pativiscemis, sulieri siaxlovismoTxovna). moTxovnilebebis sul eqvsi jgufi arsebobs:fiziologiuri, socialuri, TviTgamoxatvis, fizikuri SegrZnebebisdamakmayofilebeli (gemo, aromati), SemecnebiTi (moTxovnilebacodnis mimarT) da empiriuli – gansazRvruli grZnobebisdakmayofileba (magaliTad, sxvadasxva RonisZiebebze daswreba).momxmareblis qcevis marTvisTvis aqtiurad gamoiyenebaramdenime motivaciis Teoria da modeli:freidis motivaciis Teoria. freidi Tvlida rom adamiani veracnobierebs im realur fsiqologiur Zalebs, romlebic mis qcevasganapirobebs da rogorc wesi ver akontrolebs Tavis gatacebebs,preferenciebs. amdenad, igi verc sakuTari motivaciis pirvelwyaros xvdeba. adamians, romelsac Zvirfasi fotoaparatis SeZenasurs, Tavis survils xsnis hobiT an karieruli saWiroebiT, TumcasinamdvileSi mas SeiZleba garSemomyofebze STabeWdilebis moxdenaamoZravebdes an sulac survili Tavi axalgazrdad dadamoukideblad igrZnos.67

maslous motivaciis Teoria. abraam maslou Seecada aexsna Turatom amoZravebs adamianebs sxvadasxva saWiroebebi sxvadasxvadros. misi azriT adamianuri saWiroebebi ganlagebulia Semdegiierarqiuli wyobiT: jer modis fiziologiuri moTxovnebi, SemdegTviTgadarCenis, socialuri, pativiscemis da bolosTviTdamkvidrebis. adamiani pirvel rigSi TavisTvis yvelazemniSvnelovani moTxovnilebebis dakmayofilebas ecdeba da rogorcki maT daikmayofilebs, Semdeg gadava mniSvnelobiT momdevnosdakmayofilebaze.aldrefrferis (Alderfer) Teoria gamodis im daSvebidan romadamianuri saWiroebebi SesaZlebelia gaerTiandes sam jgufad,rogoricaa: arsebobis moTxovnileba(existence needs) , romelicgulisxmobs sabaziso moTxovnebis dakmayofilebas; urTierTdakavSirebuli moTxovnileba relatedness needs)sxva moTxovnebTan dakavSirebuli ; zrdis moTxovnileba (growth needs).pirovnebisKkomptenciisa da potencialis zrda.Motivaciis arsebobis SemTxvevaSi Cndeba MmoTxovna, romelicgadaiqceva qmedebad momxmarebli qceva yidvis procesSi da xdebadakmayofileba. alfmakkalelandis (David McClelland)samomxmareblo saWiroebebisTeoria – dakavSirebulia sami komponentis erTianobasTan,rogoricaa warmateba, harmoniul urTierTobas da Zalaufleba. igidid yuradRebas uTmobs socialuri Zalauflebis gazrdasmosaxleobi moTxovnebis dakmayofilebisaTvis.Gercbergis(Herzberg) ori faqtoris Teoria – dakavSirebuliafaqtorebis SeswavlasTan, romlebsac aqvs mamotivirebeli anpiriqiT demotivirebuli gavlena adamianze da iwvevs misdakmayofilebas an piriqiT, daukmayofileblobas. aRmoCnda, rom esori procesi urTierTsapirispiroa da Sesabamisad ukmayofilebis68

gamomwvevi pirobebis mocileba aucileblad kmayofilebis zrdiTsruldeba.individualizmi msoflios eqvs miliardze meti mosaxleobisganuyofeli nawilia. TiToeul adamians mxolod misTvisdamaxasiaTebeli pirovnebis tipi gaaCnia, romelic TavisTavadgavlenas axdens mis msyidvelobiT qcevaze. individualurobaaRiwereba iseTi Tvisebebis meSveobiT, rogoricaa: sakuTar TavSidarwmunebuli, gavleniani, damoukidebeli, Zalauflebis moyvaruli,kontaqturi, mizandasaxuli da sxva mravali.sityva “pirovnebas” gaaCnia mravali ganmarteba. kvlevebSipirovnebis qveS gulisxmoben adamianis TanmimdevrobiT reaqciebsgaremo gamRizianeblebze. adamianis cxovreba rTuli kavSiriagamocdilebas da qcevas Soris, rac gansazRvravs TiToeuliCvenTaganis unikalurobas. Tavis mxriv, reaqciebis TanmimdevrobaSida mtkice fsoqologiuri maCveneblebiT aris ganpirobebuli.momxmarebelTa qcevis kvlevisas gamoiyeneba pirovnebis samiZiriTadi sazomi:fsiqoanalitikuri Teoria – mas safuZvlad udevs postulatiimis Sesaxeb, rom adamianis pirovnuli sistema Sedgeba: “id”-sgan,“ego”-sgan da “super-ego”-sgan. “id”-i aris fizikuri energiis wyaro,romelic saWiroebs biologiuri da instinqturi moTxovnilebebisaucilebel dakmayofilebas; “super-ego” – es socialuri dapersonaluri normebia, romlebic adamianis qcevis eTikurSezRudvas emsaxurebian, “ego” ki aris adamianis fiziologiurimoTxovnebis da “super-egos” moraluri SezRudvebis produqti.samive elementis dinamiuri urTierTqmedeba iwvevs adamianTagauTviTcnobierebel motivebis misive qcevaSi gamovlenas.magaliTad, aRmoCnda, rom mandilosnebi Zalian seriozuladekidebian tortis gamocxobis proceduras, radgan is maTTvisgauTviTcnobiereblad axali sicocxlis dabadebis aqtTanaadakavSirebuli.bevri marketologi Tavis saqmianobaSi gamodis im mosazrebidan69

ac individs sakuTar Tavze gaaCnia. Tumca adamianis sakuTar Tavzewarmodgena moicavs: namdvil “me”-s, idealur “me”-s, socialur “me”-s(rogorc adamiani fiqrobs rom sxvebi mas aRiqvamen) da idealursocialur “me”-s (rogoric adamians surs rom sxvebi masaRiqvamdnen). yvela CvenTagans sakuTari Tavis Zalian rTuli xatiyavs Seqmnili gonebaSi;sociofsiqologiuri Teoria – mocemuli Teoria aRiarebsadamiansa da sazogadoebas Soris mWidro urTierTdamokidebulebas.adamiani cdilobs Seesabamebodes sazogadoebriv moTxovnilebebs,maSin rodesac momxmareblis motivirebuli fsiqologia emyareba z.froidis qvecnobierebis kompleqsebs. froidis meTodebis azrimdgomareobs reklamaSi gamoyenebuli adamianSi miyruebulibiologiuri da seqsualuri instiqtebi. gansakuTrebiT es motivebigamoiyeneba parfiumeruli – kosmetikuri produqtebis (sunamoebis),piradi higienis, tansacmlis, fexsacmlis da sxva produqtebisreklamirebisas. sareklamo variaciebi SeiZleba iyos sxvadasxva.amrigad, momxmareblis motivaciis fsiqologiis SeswavlamniSvnelovani amocanaa reklamis SeqmneleblebisaTvis , romelTameSveobiT SesaZlebelia aixsnas is motivebi, romlebic aRZravenadamianebSi yidvis Sesrulebis process. ar SeiZleba ar aRiniSnose.w. froidis arasrulfasovnebis kompleqsis Sesaxeb. am Teoriisarsi mdgomareobs imaSi, rom yovel adamianebSi cxovrebis manZilzesxvadasxva gulgatexilobis dros warmoiqmneba warmodgenasakuTari Tavis arasrulfasobis Sesaxeb. xSirad aseT adamianebsuCndebaT survili gaxdnen erTi safexuriT maRla mdgomi vidresinamdvileSi arian. uCndebaT survili iyidon Tundac erTikreditiT ukanaskneli modelis raime. es dadevneba`respeqtabelurobis atributebze~ warmatebiT iyeneben reklamisspecialistebi.reklamis specialistma Rrmad unda daamuSavos is xelSemwyobifaqtorebi, romlebic potenciur myidvelebs daajerebs produqtisSeZenis aucileblobaSi. zogjer es mamoZravebeli instiqtebi da70

grZnobebi adamianSi zedapirulia, xolo sxva SemTxvevaSidamalulia, sadac saWiroa misi amotivtiveba cnobierebaSi didigemovnebiT da moxerxebulobiT. momxmareblis Seswavlamfaqtorebis kvlevis forma miiRo, romelic yidvisas bunebrivadmoqmedebs. ZiriTadi motivebi, romlebic iwveven ama Tu im saqonlisyidvis gadawyvetilebis miRebas. momxmareblobiTi motivebisSeswavla warmoadgens efeqturi reklamis programis damuSavebisZiriTads. programa miT efeqturi iqneba, Tu is Serwymuli iqnebaxalxis survilebTan.sareklamo saqmis praqtikaSi fsiqologiuri zemoqmedebisgansazRvrisaTvis gamoiyeneba sxvadasxva fsiqologiuri modeli,romelic adamians miiyvans reklamistis sasurvel Sedegamde _saqonlis yidvamde. erT-erTi aseTi modelia AIDAMDA, sadac AAA _Aattention _ yuradReba; I _ Interest _ interesi; MDD _ Ddesire _ survili;AA _ Aactivity _ moqmedeba.am modelis CarCoebSi igulisxmeba, rom mTlianad sareklamokampaniis organizebis procesi da TiToeuli sareklamoSetyobinebaze zegavlena nawilobriv yovelTvis unda daiwyosmomxmareblis yuradRebis mipyrobiT saqonelze. Semdeg unda gaCndeskonkretuli produqtis mimarT interesi. aucilebelia aRZrassurvili da stimulireba misces moqmedebas produqtis SeZenaze.Tumca es formula ar gulisxmobs bevr mniSvnelovanfsiqologiur process, romelsac SeuZlia gaarRvios jaWvisnebismieri rgoli. rgoli A _ yuradReba es aris gulisxmierebadrois mimdinare momentSi raRac obieqtze. yuradRebis centrSigvxvdeba yvelaferi, rasac vxedavT, gvesmis, vynosavT, vexebiT da a.S.yuradRebis zonaSi xvdeba yvelaferi, magram izidavs, Tavs uyris daakavebs yuradRebas mxolod is, rac raRac Sinagani mizezis gamoCvenTvis aqtualuri da aucilebelia.interesi _ es aris gansazRvruli moTxovnilebis aRmoCenisforma, orientaciaSi xelSemwyobi da axali obieqtebis gamcnobi.71

interesis zona TiToeul adamianSi individualuria da masmidrekileba aqvs cvlilebebTan da ryevasTan, romelicgamomdinareobs mTeli rigi Sinagani da garegani mizezebidan, Tannebismier interess aqvs garkveuli droiTi da sivrciTi sazRvrebi.motivi _ TviT motivis arseboba, romelic aris wamqezebelifaqtori, srulad ar gvaZlevs saSualebas, SevasruloT garkveuliqmedeba momxmarebelSi arsebuli moTxovnilebisdakmayofilebisaTvis. erTi da igive motivi, erTi da igivemoTxovnileba SeiZleba dakmayofilebel iqnas sruliadgansxvavebuli saSualebebiT.erTi saqonlis Sesyidvis motivi emTxveva igive tipis nebismierisxva saqonlis SeZenis motivs. reklamis saSualebiT pirovnebiswaqezeba produqtis SeZenaze ara aris sakmarisi. Produqtma undaSesZlos momxarebelis moTxovnis dakamyofileba.survili _ es aris formirebuli azri, rom flobde anganaxorcielo. Survilebi, romelic momxarebelsgaTviTcnobierebuli aqvs. Mmomxmarebeli akontrolebs imsaSualbebs, romelic sasurvel sedegamde miiyvans mas. ramdenadmniSvnelovania sasurveli produqtis misTvis da Rirs kiZalisxmevis ganxorcieleba am miznis misaRwevad.Catarebulma gamokvlevebma gamoavlina saintereso faqti:uzrunvelyofis sxvadasxva donis mosaxleobis fenaSi arsebobsgansxvavebuli midgoma TavianT survilebsa da aucilebeliSenaZenebis Tanafardobas Soris. Nnaklebad uzrunvelyofilimosaxleoba awon-dawonis Tavis survilebis pirvelxarisxovnobas,aucileblobis TvalsazrisiT da Semdeg adarebs maT erTmaneTs `meminda viyido saqoneli, magram is CemTvis ar aris aucilebeli,rogorc sagani, amitom me mas ar viyidi~. uzrunvelyofilimosaxleoba igrZnobs ra survils saqonlis Sesyidvaze, aZlevsSekiTxvas sakuTar Tavs: `marTla ase aucilebelia es saganiCemTvis?~ `ramdenad gaviioleb amis SeZeniT saqmes?~72

ase rom, survilis arsebobas produqtis SeZenaze, sruliad armihyavs adamiani mis Sesyidvamde. mTavaria _ produqtis yidvazesurvilis aRmoCenisas aucilebeli dadebiTi emocia gamowveuliqnes zustad am produqtis mier da ara sxva ramiT.moqmedeba _ es aris ganzraxvis asrulebis gamJRavnebis formada saSualeba, is uSualo moqmedeba, romelic aucilebeliaproduqtis SeZenisaTvis. sabolood SeiZleba gamovyoT samifaqtori, romelic gavlenas axdens saboloo gadawyvetilebazeproduqtis SeZenisas:1) produqtis saWiroebis xarisxi, es aris adamianis subieqturimoTxovnileba misdami;2) miznis mimzidvelobis xarisxi, ris gamoc xdeba SeZena;3) arsebuli SesaZlebloba, romelic aucilebelia miznismisaRwevad.moqmedeba yovelTvis konkretuli da individualuria. igiganisazRvreba adamianis damoukideblobiT aisrulos esa Tu isganzraxva. rgoli A aq gulisxmobs agreTve fulis gamomuSavebasada Segrovebas saqonlis SesaZenad, drois gamoyofas mis Zebnaze,agreTve Zalebs, romelic aucilebelia mis misaRebad, Tu ramdenadmzadaa adamiani ganaxorcielos es qmedeba. iaponeli fsiqologebisazriT, Sesyidvaze gadawyvetileba yovelTvis miiReba adamianissubieqturi warmodgenis mixedviT Sinagani da garegani xarjebisSesaxeb, romelic saWiroa saqonlis SesaZenad. fsiqologiurixarjebis saerTo sidide gamomdinareobs SeZenili produqtis anmomsaxurebis xasiaTis, aucileblobis xarisxis mixedviT. reklamisroli am SemTxvevaSi didi ar aris miuxedavad imisa, rom pirovnebisdaintereseba moxda reklamis wyalobiT. zogadad, fsiqologiurimodelebi SedarebiT ufro xSirad gamoiyeneba reklamaSi, klientisdasarwmuneblad.adamianis fsiqikaSi, mis moqmedebaSi ar aris erTnairi reaqciagamRizianeblebze. socialur-fsiqologiuri aspeqtebi dafsiqologiuri modelebi warmoadgenen im fsiqologiuri73

movlenebis jaWvur kanons, romlebsac SeuZliaT gadawyvitonmniSvnelovani cxovrebiseuli problemebi, reklamis saSualebiTSeiZleba adamianis fsiqikaze zemoqmedeba, raTa aRiZras masSireklamirebuli saqonlis SeZenis survili.3.5. sareklamo mimarTvebis SemuSavebis procesisareklamo saSualebis xelSeuvali nawilia teqsti, romelicxsnis reklamis ideas da ZiriTad Canafiqrs.teqsti _ es gancxadebis sityvieri nawilia e.i. sityvebidabeWdili JurnalSi, gazeTSi da gagzavnili pirdapir safostoreklamiT, agreTve gaxmaurebeli televiziaSi an radiorgolze.teqsti muSavdeba konkretuli sareklamo saSualebiT. sareklamoteqstis Sedgenisas gaTvaliswinebuli unda iyos mamoZravebelimotivebi, romliTac xelmZRvaneloben myidvelebi saqonlisSesyidvis gadawyvetilebis miRebisas. SemuSavebulia adamianismoTxovnebis klasifikacia, romelic exmareba sareklamo teqstisSedgenas. gamoiyeneba masSi mamoZravebeli motivebi. sareklamosaagentos specialistebi iyeneben moTxovnebis klasifikaciissareklamo teqstebisTvis.adamianuri moTxovnebi ganlagebulia ierarqiis mixedviT.adamianis moqmedeba realur cxovrebaSi motivirdeba ara martoerTi romelime moTxovniT, aramed mravali faqtorebis SexamebiT,romlebic mocemul moTxovnas Tan axlavs.amrigad, reklamis specialistebis winaSe amocanaa Seqmnan iseTisareklamo gancxadeba, romelic moqmedebs adamianis moqcevaze daeqvemdebareba reklamis moqmedebas. reklamaSi mocemuli saqoneliemsaxureba momxmareblis moTxovnis dakmayofilebas.maslous klasifikaciis mixedviT sareklamo gancxadebisaTvisairCeva ZiriTadi aRmZvreli motivebi, romlebic adamiansamoZraveben, arsebobs sareklamo gancxadebis teqstebis ramodenimetipi: sainformacio, dasamaxsovrebeli da damajerebeli.74

informaciuli teqstebi unda iyos martivi da lakonuri.dasamaxsovrebeli unda iyos mokle. STamagonebeli teqstebimravaljer imeoreben saqonlis dasaxelebas. damajerebeli undaiyos emociuri yuradReba mipyrobili produqtis Rirsebaze.sareklamo gancxadebis ZiriTadi elementebia: saTauri(slogani), teqsti, Srifti, gamosaxuleba, feri, sinaTle da bgera.saTaurma, anu sloganma (lozungi, mowodeba, devizi, sabrZoloSeZaxili) yuradReba unda miapyros teqsts, daainteresos myidveli.teqstis saSualebiT da reklamis gamosaxulebiT adamiani mimarTavsgrZnobebs da gonebas, reklamis ideis gansazRvrisaTvis. teqstigadmoscems arss, xolo gamosaxuleba avsebs mayureblis saxiT.sareklamo teqsti, rogorc wesi, axsna da daaskvna.axsnam unda aCvenos sareklamo obieqtis sargebloba, romelicmoicavs mtkicebulebas da damajerebel detalebs. daskvnaSisaWiroa darwmuneba saqonlis yidvaze. reklamis teqsti SeiZlebaleqsis formaSi. leqsebi unda iyos riTmuli, naTeli, saxviTi.aRsaniSnavia, rom sareklamo saSualebis mixedviT gamoiyenebacalkeuli elementebi an yvela erTad aRebuli. xolo plakatebSi,sagazeTo gancxadebebSi, radioTi – nawilobriv.dadgenilia, rom saTaurs kiTxuloben 5-jer ufro xSirad,vidre teqsts. umetesoba kiTxulobs marto saTaurs. sareklamofraza-slogani unda iyos mokle, xmiani, dinamiuri, riTmuli,sasiamovno JReradobis. gamarTlebulia riTmuli sloganebi, TumcasaWiroa didi sifrTxile araprofesionalizmisa da primitizmisTavidan acileba. sloganma SeiZleba gamoxatos Zaxili, SekiTxva,damtkiceba. is SeiZleba iyos xumroba, radgan iumoristuli frazaadvilad misaRebi da dasamaxsovrebelia.eqsperimentebma aCvenes, rom saTaurebi sigrZiT 10 da ufro metisityvebisagan aRiqmeba mokleze ufro cudad. Tu saTauri moicavscitatas da mocemulia brWyalebSi, misi damaxsovreba izrdeba 28%-iT. ufro momxibvlelia `saTauris _ fotosTan~ Sexameba. reklamis75

teqsti reklamis saSualebebis mTavari nawilia. rogror undaSeqmna reklama, rom gaiyidos cnobili reklamis specialiosti d.Oogilvi (D Ogilvy) gansazRvravs principebs, romlebic saWiroadaculi iyos.ZiriTad principebs miekuTvneba Semdegi: yuradRebisadmi koncentrireba azris gamoTqma martivad. azris gamoTqma sainteresod. azris gamoTqma pirdapir. azris gamoTqma damajereblad. ixelmZRvanelo racionalurad. mokled azris gamoTqma. Ooriginaluri interpretacia Aapelireba faqtebze da argumentireba .sareklamo teqsti, rogorc wesi, Seicavs saTaurs, axsnagarkvevasda daskvnas. teqsti unda iyos marTali da gulwrfeli.gulwrfeloba aZlevs sareklamo mimarTvas sicocxles,individualobas da damajereblobas.reklamaSi dauSvebelia plagiatoba. reklama, mimarTuliprofesionalebze Seicavs samecniero terminebs, statistikurmonacemebs da a.S. reklamaSi, romelic mimarTulia masobrivmomxmareblisadmi, specifikuri terminologiis gamoyenebaSezRudulia.sareklamo gancxadebebi SeiZleba mxatvrulad gaformdes,gamoyenebuli iqnes ilustraciebi yuradRebis misapyrobad.ilustraciebs waeyenebaT Semdegi moTxovnebi: maT unda gamoiwvionreklamis wakiTxvis cnobismoyvareoba; fotoze gamoyenebuliteleekranebis kargad cnobili saxeebi xels uwyoben reklamisdamaxsovrebas presaSi; ilustraciebi unda iyos martivi da zedmetidetalebis gareSe; Tu reklama mxolod qalebisTvisaa, gamosaxuli76

unda iyvnen mxolod qalebi mamakacis gareSe; miuxedavad imisa, romferadi ilustraciebi Sav-TeTrze 50%-iT Zviria, maTi damaxsovreba100%-iT maRalia; sakvebi produqtebis reklamirebisas umjobesiagamzadebuli kerZis Cveneba, da ara misi ingredientebisa.yvela ar kiTxulobs teqsts, magram kiTxulobs ilustraciebisqveS warwerebs, amitom ilustraciebi warwerebis qveS ar unda iyos.mkiTxvelma yovelgvari daZabulobis gareSe unda gaarCios warwera.gamoiyeneba ilustraciebis sxvadasxva variantebi: Savi feriT TeTrzedapirze daStrixuli naxatebi, fotoebi emsaxureba realurisituaciebis dasamtkiceblad. tonirebuli daStrixuli naxatebi;naxatebi linograviuri teqnikiT; tonebiT Sesrulebuli naxatebidekoratiuli efeqtebiT; feradi ilustraciebi ferebis martivikomunikaciebiT. gamoiyeneba simboloebi, oTxi jgufis Sriftebi,aqromatuli da qromatiuli jgufis ferebi mkiTxvelis yuradRebismisapyrobad. aranakleb mniSvnelovania reklamis gaformebaSiSenobis interieris mowyoba.bolo xanebSi ganaTebisTvis iyeneben Tanamedrove sxvadasxvaaparaturas da xelsawyoebs sinaTlis efeqturobis Sesaqmnelad.mniSvnelovania aseve bgeriTi efeqtebis gaZliereba emociurireklamis aRsaqmnelad. arsebobs sami ZiriTadi wyaro: manualuri,bunebrivi da eleqtronuli bgeris Camwerebi.reklamis gavrcelebis garkveuli kanoni ar arsebobs, radganTiToeuli reklamis saSualebas aqvs sakuTari maxasiaTebeli daaqedan gamomdinare ar arsebobs efeqtiani saSualeba, romelicyvela situaciisTvis gamodgeba. reklamaze daxarjuli Tanxis 80%modis reklamis gavrcelebis saSualebaze.3.6. sareklamo komunikaciebis gansazRvra da gasaRebisstimulireba77

praqtikul marketingSi sareklamo komunikaciebi da produqtisgasaRebis stimulireba ganixileba rogorc ori mWidrodurTierTdakavSirebuli da amasTan erTad specialuri urTierTobissaSualebani potenciur myidvelebTan produqtisa da momsaxurebisSesaxeb, agreTve mocemulia yidvisTvis darwmunebis xerxebi.reklamisa da produqtis gasaRebis urTierTkavSiri mdgomareobsimaSi, rom orive saSualeba efuZneba komunikaciis procesebs.xSirad isini gamoiyeneba erTdroulad, gansakuTrebiT rocagasaRebis kampania dafuZnebulia integrirebul marketingulkomunikaciebze (imk). amave dros TiToeulisaTvis damaxasiaTebeliaspecifikuri meTodebi, romlebic iZlevian sxvadasxva Sedegebs.sqematurad es meTodebi warmodgenilia nax.A5.sareklamo komunikaciebigamyidvelebi saerTo reklama programebis firmissaxis gamocnobisTvisda sazogadoebasTankavSirebis firmis imijis reklama sponsoroba, saqvelmoqmedoRonisZiebebisCatareba, fablisitireklama, romlis varaudiTmyidveli dauyovnebiTexmaureba.savaWropersonalisstimulirebagayidvebisstimulirebaastimulireba pirdapirimarketingis meTodebiTmarketingimonacemebisgareSe sacdeli gayidvebisstimulireba xelmeored gayidvebisstimulirebastimulirebasacalo gayidvebSi savaWro darbazebissareklamo gaformeba saqonlis gadmolagebasavaWro darbazebSi fasis stimulireba gamyidvelis sakuTarisavaWro marka interaqtiuri vaWrobatv-s daxmarebiT xelmeored gayidvebisstimulirebamomxmareblis loialobisgaZlierebis programebimyidvelebi78

naxazi. 4 reklama da gasaRebis stimulirebamsgavseba da gansxvaveba sareklamo komunikaciebsa da gayidvisstimulirebas Soris ganixileba rogorc konceptualuri, asevepraqtikuli TvalsazrisiT.sareklamo komunikaciebs xSirad gansazRvraven rogorcdarwmunebis arapirdapir formas, romelic dafuZnebuliaproduqtis upiratesobis informaciul da emociur aRweraze. misiamocanaa Seuqmnas momxmarebels produqtze keTilganwyobiliSTabeWdileba da ganawyos igi mxolod SesyidvisaTvis.stimulireba ganixileba rogorc darwmunebis pirdapirisaSualeba, romlis safuZvels warmoadgens gareTa stimulebi daara produqtis gamorCenis Tvisebebi. gasaRebis stimulirebisRonisZiebebi adamianSi iwveven yidvis dauyovnebliv survils, risgamoc produqti swrafad gaiyideba.mTavari konceptualuri msgavseba reklamasa da gasaRebasSoris is aris, rom orive saSualebani warmoadgenen marketingulikomunikaciebis formas. isini orive erTi da igive miznebsemsaxureba. reklamac da gasaRebis stimulireba floben rogorcsamarko kapitalis Seqmnis potencials da loialuri klienturisaseve droebiT myidvelTa yuradRebis mipyrobis formebs. sareklamokomunikaciebSi da gasaRebis stimulirebis programebSiSesaZlebelia erTi da igive mimarTvebis gamoyeneba, racganpirobebulia imk-s (integrirebuli marketinguli komunikaciebi)saSualebiT.menejerebi, praqtikaSi reklamisa da gasaRebisstimulirebisaTvis irCeven sxvadasxva meTodebs, romlebicdamokidebulia kampaniis miznebze. miznebi, Tavis mxriv,ganisazRvreba imiT, Tu visgan modis (magaliTad, sacalo79

gamyidvelisgan) da visTvis aris mimarTuli reklama (sxva firmebzeTu momxmarebelze).samomxmareblo reklamis menejeri sargeblobs 8 meTodiT: reklama mis-Si (tele, radio, gazeTebi, Jurnalebi,kinoTeatrebi); myisieri reklama reklama SefuTvaze da gayidvis adgilebze; gareTa reklama (farebi, bilbordebi, plakatebi); vaWrobis stimulireba; myidvelTa stimulireba; sponsoroba da sxvadasxva RonisZiebebis Catareba; fablisitebi da kavSirebi sazogadoebasTansacalo gamyidvelebi, romelTa reklama mimarTulia fizikurpirebze, iyeneben Semdeg 10 xerxs: reklama mis-Si (tele, radio, adgilobriv da regionalurperiodul gamocemebSi, SeZlebisdagvar kinoTeatrebSi). adgilobrivi reklama, romelic iwvevs myidvelTa dauyovnebelgamoZaxils (katalogebi, broSurebi, interaqtiuli tv dainterneti). sacalo vaWrobis maRaziebis kuponebi, romlebicganTavsebulia adgilobriv mis-Si an pirdapir fostiT igzavneba. adgilobrivi gareTa reklama (farebi, plakatebi, miniSnebebi). produqtebis gamofena Taroebze da maRaziebis vitrinebSi. displei `specialuri fasebiT~. sareklamo furclebi maRaziebis Taroebze. sxvadasxva RonisZiebebis Catareba maRaziebSi. sponsoroba adgilobriv doneze. sacalo gamyidvelebis sakuTari savaWro markebi.reklamis menejeris amocanaa SearCios erTi an ramodenimemeTodi, optimaluri konkretuli sareklamo kampaniisTvis. garda80

amisa, menejerma unda ganazogados sareklamo mimarTvebi TuCatarebul kampaniaSi gamoiyeneba erTze meti reklamis dastimulirebis meTodi.Tavi 4. komunikaciebis stimulirebis formebida meTodebi4.1. strategiuli koncefciebis principebimarketingis integrirebuli miznebis misaRwevad didimniSvneloba eniWeba sworad SerCeul reklamisa da stimulirebisstrategiebs, marketingis integrirebuli miznebis misaRwevad.rogorc cnobilia marketinguli strategiuli koncefciawarmodgenilia oTxi ZiriTadi principisa da komponentisagancxrili 4. strategiuli marketingis ZiriTadiprincipebi da komponentebiprincipebikomponentebiganmasxvavebeli upiratesobani kompania konkurentebis fonzemomxmareblis faseuloba marketing-miqsiamorCeviTi koncentracia bazris segmentirebamokle-, saSualo- daxangrZlividagegmvadagegmvis horizontebiaucilebelia Catardes kompaniis resursebis (finansuri,teqnikuri da momxmareblobiTi) Sedareba mTavari konkurentebisanalogiur resursebTan. aseTi Sefasebis strategiuli principimdgomareobs markis ganmasxvavebeli upiratesobis gamovlenaSi,81

omelic bazarze xels Seuwyobs warmatebas. reklamis dagegmvaeyrdnoba sakuTari resursebis safuZvlian analizs. konkurenciispirobebSi menejerisTvis ar aris saWiro idealuri gegmisgamogoneba _ mTavaria, rom is iyos konkurentebze ukeTesi.meores mxriv aucilebelia bazarze produqtis winsvlisaTvisgasvlis yvela kontrolirebadi aspeqtebis analizi. ZiriTadad eskompaniis produqtebia (momsaxureba). marketing-miqsis Semadgenelielementebis Product – produqti, price-fasi, place-adgili, promotion-winwaweva moqmedeben im strategiis mixedviT, romelic kompaniisinteresebSi aris. ZiriTadi marketinguli strategiuli principiaris myidvelisTvis iseTi faseulobaTa Seqmna, rac uzrunvelyofsmomxmarebelTa kmayofilebasa da loialurobas.Ffirma adgens moklevadian, grZelvadian gegmebs da afasebsmarketingul garemos teqnikur, ekonomikur, politikur,sakanonmdebelo da socialur-kulturul mimarTulebebs.reklamis dagegmva xorcieldeba kompaniis marketingulistrategiis principebis Sesabamisad: ganmasxvavebeli upiratesobiT; myidvelisaTvis yvelaze maRali faseulobiT; arCeviTi koncentraciiT; drois faqtoriT.imk rolis gazrdam gamoiwvia marketingis axali elementebis(faqtorebis) gamoCena. sinamdvileSi es isev oTxi faqtoria, mxolodsxva saxiT. (ix. nax. 4).produqtifasiganlagebaintegrirebulimarketinguli82

gayidva savaWro warmomadgenlebissaSualebiT (stimulireba)komunikaciebi (imk)naxazi. 4. marketingis axali faqtorebi. imk rogorc yvela oTxielementis erToblivi gamoyenebaaq meoTxe elementi (stimulireba) warmodgenilia ufro viwrod,rogorc gayidva savaWro warmomadgenlebis saSualebiT.stimulireba gardaiqmneba `integrirebul marketingulkomunikaciebad~. produqtis an momsaxurebas komunikaciebi iRebsSefuTvas, dizainis, reklamis da sazogadoebasTan urTierTobisformas. fasi unda iyos `prestiJuli~, konkurentunariani savaWroreklamasTan erTad. komunikaciebi ganlagebis (adgili) mixedviT,gulisxmobs arxis gamoyenebas, rogorc produqtis gayidvissaSualeba, mxedvelobaSi miiReba maRaziis atmosfero, savaWrobazrobebi, komerciuli Web-gverdi internetSi.ra ufro mniSvnelovania reklamis formireba Tu gayidvasavaWro warmomadgenlebis saSualebiT? kvlevis safuZvelzedadginda, rom samrewvelo warmoebis menejerebi reklamas ufronakleb (31%) yuradRebas uTmoben, vidre pirad gayidvebs. Tumca,samomxmarebelo produqtis menejerebi Tvlian, rom sxva xerxicerTnairad mniSvnelovania (reklamis wili Seadgens 52%), zogSemTxvevaSi aRwevs 62%-sac, vidre gayidvebi savaWrowarmomadgenlebis saSualebiT aris.reklamis mniSvnelobis mTavari faqtori gayidvisstimulirebasTan SedarebiT es produqtis cxovrebiseuli ciklia.qvemo nax. 5. warmodgenilia am ciklis standartuli sqema, romelicSedgeba oTxi stadiisagan: danergva, zrda, simwife da dacema.mdgomareoba bazarze.83

danergva zrda simwife dacemagasaRebanax. 5. produqtis sasicocxlo ciklis stadiebidanergvis stadiaSi danaxarjebi reklamaze da gayidvaze didia.farTo masStabiani reklama aucilebelia, raTa xalxma gaigosproduqtis Sesaxeb siaxle mis upiratesobaze. aucilebeliaRonisZiebebis Catareba momxmarebelTan axali markis Sesaxeb, romgauCndeT yidvis survili.zrdis stadiaSi reklamis da stimulirebis strategiebiSeiZleba iyos gansxvavebuli. damokidebulia savaWro markisadgiliT bazarSi lideria Tu ara, Tu gansxvavebulia sxvebisgan,pirvel SemTxvevaSi ZiriTadi aqcenti keTdeba reklamaze, meoreSi kimeti yuradReba eTmoba stimulirebas, raTa momxmarebeligadaerTos am gansxvavebul markaze.roca produqti simwifis stadiaSi, reklamis strategiis arCevada stimulireba damokidebulia myidvelis loialurobis xarisxze.am produqtis mimarT Tu myidvelis loialuroba markis mimarTmaRalia, maSin yuradReba eqceva reklamas, rac aZlevs imijisSeqmnas.da bolos, produqtis dacemis stadiaSi, gasaRebis Semcirebisasxdeba TandaTanobiT yvela sareklamo RonisZiebebis Secvla, yvelasareklamo komunikaciebi wydeba. gayidvis stimulireba tardebamcire moculobiT, isic imitom rom saqoneli darCes maRaziisTaroebze, sanam mTlianad ar gasaRdeba.4.2. reklamis stimulirebis efeqturobis eqvsi etapi84

eklamis stimulirebis efeqturobis Tanmimdevrobis 6 etapimocemulia nax. 6-ze: kontaqti (momxmareblis sareklamogancxadebasTan) informaciis damuSaveba komunikaciis damarkis pozicionirebis efeqtebi miznobrivi myidvelebismoqmedebani gayidvis moculobis gazrda da bazris wili,samarko kapitalis Seqmna mogebis miReba.(6)mogebis miRebafirma(5)gayidvis moculobis gazrda da bazriswili, samarko kapitalis Seqmnabazari(2)(3)(4)miznobrivi auditoriis moqmedebakomunikaciis efeqtebi da markispozicionirebainformaciis damuSavebamyidvelireklama, sareklamo dasavaWro markastimulirebis RonisZiebebi(1)kontaqtireklamis saSualebaninax. 6. reklamis efeqturobis 6 etapiganvixiloT TiToeuli maTgani::1. kontaqti. potenciurma klientma unda dainaxos da gaigosinformacia sareklamo saSualebiT.2. informaciis damuSaveba. potenciuri myidveli amuSavebs erTan ramodenime sareklamo mimarTvis elementebs, RonisZiebebs, anstimulirebis winadadebebs. winaaRmdeg SemTxvevaSi maTi efeqtiiqneba nuli. informaciis damuSaveba moiTxovs swraf reaqcias,yuradRebas, emociur reaqciebs.3. komunikaciis efeqti da markis pozicionireba. aucilebeliamiRweuli iqnas 2 efeqti: savaWro markis codna da misdami85

damokidebuleba, romlebic gansazRvraven markis pozicionirebasmiznobrivi myidvelebisaTvis.4. miznobrivi myidvelis moqmedeba. komunikaciis efeqtebi damarkis pozicia mJRavndeba maSin, roca myidveli _ miznobriviauditoriis warmomadgeneli _ gadawyvets miiRos esa Tu ismoqmedeba markis mimarT.5. gayidvis moculobis gazrda da bazris wili, samarkokapitalis Seqmna. calkeuli momxmareblis moqmedeba _ yidvis saxiTSeadgens gayidvis moculobis erTobliobas, romelTa Sedarebakonkretul markasTan an bazarTan, gansazRvravs bazris wils. ametapTan dakavSirebulia `samarko kapitalis~ cneba.6. mogebis miReba. produqtis gayidvas maSin aqvs efeqti, rocaiZleva mogebas, Tu sareklamo komunikaciebi da gayidvisstimulireba mimarTulia gayidvis moculobis Seqmnaze, maSin maTunda moutanon mogeba.reklamis pirvel oTxs (kontaqti informaciis damuSaveba komunikaciis da markis pozicionirebis efeqtebi miznobrivimyidvelebis moqmedebani) ewodeba myidvelTa reaqciis stadiebi,romelic gamosaxulia nax. 7.kontaqtiinformaciisdamuSavebakomunikaciebis da markispozicionirebis efeqtimiznobrivimyidvelebismoqmedebaniefeqtinaxazi. 7. myidvelis reaqciis stadiebi reklamis strategiis 4menejeris TvalsazrisiT, sareklamo kampania igegmeba ise,TiTqos `kibidan qvemoT Camodis~. efeqturobis eqvsi etapi naCvenebiasqemaze (nax. 8).dagegmvis stadiebinabijimarketingis miznebida sareklamo biujetiefeqturobis eqvsimogebamiznobrivi auditoriis SerCevada funqcionaluri miznebikomunikaciis miznebida pozicionirebaSemoqmedebiTi strategia da integrirebulikomunikaciebis strategiagayidvis moculobis an bazris wilisgazrda samarko kapitalis Seqmnamiznobrivi myidvelebismoqmedebanikomunikaciis efeqtebi da86

naxazi. 8. reklamis stretgiis efeqturobis eqvsi etapimenejeris TvalsazrisiT4.3. sareklamo komunikaciebis roli produqtisgasaRebis stimulirebaSisareklamo komunikaciebi dRes erTob mniSvnelovania, rogorcarasdros reklamis dagegmvis Cvevebi da maTi gamoyeneba didimoTxovniT sargeblobs integrirebuli komunikaciebis eraSi.reklamis roli SeiZleba ganxiluli iyos rogorc SemoqmedebiTistrategia, aseve reklamis saSualebebis ori poziciidangamomdinare. pirveli pozicia mdgomareobs imaSi, rom satelefonomarketingi da reklama momxmareblis uSualo myisier reagirebasiwveven. profesionalizmi am sferoSi ormagad mniSvnelovania,radgan satelevizio reklamis dominirebuli roli sxvebTanSedarebiT, TandaTanobiT gadis. meore pozicia naTelia: imk-s(integrirebuli marketinguli komunikaciebi) gamoCeniT reklamissaSualebebis arCeva kidev ufro gafarTovda. dRes, praqtikuladTiToeuli kontaqti myidvelTan saqonlis SefuTvidansazogadoebasTan kavSirebamde, iTvleba reklamis potencialissaSualebani. igi Txoulobs menejerebisagan Rrma codnas reklamisdagegmvis principebis Sesaxeb.sareklamo komunikaciebis da stimulirebis TeoriaSimniSvnelovania strategiis pozicionireba, axali ideebis generacia,sareklamo biznesis warmoebis dros saWiroa Sesruldes SemdegiZiriTadi aspeqtebi:87

marketingisa da reklamis komunikaciebi da stimulireba (rks); funqcionaluri miznebi miznobriv auditoriasTandamokidebulebiT; komunikaciis miznebi da poziciebi; SedarebiTi reklama, gansakuTrebiT naCvenebi unda iyosmTavari gmiri, iumori; SemoqmedebiTi strategia; integrirebuli komunikaciebis strategia; reklamis saSualebebis gadarCevis strategia; reklamis kvleva, efeqturobis Sefaseba.sareklamo komunikaciebsa da gayidvis stimulirebas Sorismsgavseba da gansxvaveba ganixileba konceptualuri da praqtikuliTvalsazrisiT.aRsaniSnavia, rom sareklamo komunikaciebs gansazRvravenrogorc darwmunebis arapirdapir formas, romelic dafuZnebuliaproduqtis upiratesobis informaciul da emociur aRweraze. misiamocanaa Seuqmnas momxmarebels produqtze keTilganwyobiliSTabeWdileba da `mimarTulia misi fiqrebi~ SesyidvisaTvis, xolostimulireba ganixileba rogorc darwmunebis pirdapiri saSualeba,romlis safuZvels warmoadgens gareTa stimulebi da araproduqtis gamorCenis Tvisebebi. gasaRebis stimulirebisRonisZiebebi adamianSi iwveven yidvis dauyovnebliv survils, risgamoc reklamirebuli produqti myisierad gaiyideba.mTavari konceptualuri msgavseba reklamisa da gasaRebisa arisis, rom orive saSualeba warmoadgens marketinguli komunikaciebisformas. isini orive erTi da igive miznebs emsaxureba. reklamac dagasaRebac floben rogorc loialuri da droebiTi klienturisyuradRebis mipyrobis potencials, aseve droebiT myidvelTayuradRebis mipyrobis formebs. sareklamo komunikaciebSi dagasaRebis programebSi SesaZlebelia erTi da igive mimarTvebisgamoyeneba, rac ganpirobebulia imk-s saSualebiT.reklamisa da gasaRebis stimulirebisaTvis menejerebi88

praqtikulad irCeven sxvadasxva meTodebs, romlebic damokidebuliakampaniis miznebze. miznebi, Tavis mxriv, ganisazRvreba, visgan modis(magaliTad, sacalo gamyidvelisgan) da viszea mimarTuli reklama(sxva firmebze Tu momxmarebelze).menejeris amocanaa SeirCes erTi an ramodenime meTodi,optimaluri konkretuli sareklamo kampaniisTvis. garda amisa,menejerma unda ganazogados sareklamo mimarTvebi Tu CatarebulkampaniaSi gamoiyeneba erTze meti reklamis da stimulirebismeTodi.reklamis fsiqologiuri aspeqtebis ganxilvisas yoveliqmedebis miznad da Sedegad gvevlineba raRac cvlileba adrearsebuli mdgomareobidan gansxvavebuli, reklamis pozitiurizemoqmedebis Sedegad SeiZleba CavTvaloT adamianSi axaliwarmodgenebis, emociis, cvlilebis, survilis an ganzraxvisaRmoCena reklamirebul produqtTan dakavSirebiT. reklamaSeiZleba gaukeTdes produqtebs, momsaxurebas, mogzaurobas,konkretul adamians, socialur ideas da kidev bevr rames. aseTizemoqmedebis warmateba yovelTvis aisaxeba miRweul mizansa dadasaxul mizans Soris kavSirSi. rodesac laparakia adamianzereklamis zemoqmedebaze, rogorc wesi dasaxul mizans warmoadgensproduqtisadmi interesis Seqmna da Senaxva, romelsac mivyavarTproduqtis SeZenamde. erTis mxriv reklama SeiZleba moswondesmomxmarebels, gamoiwvios man masSi interesi, dadebiTi emocia,magram produqti iyideba kargad maSin, rodesac masze arisrealuri moTxovna.sabolood SeiZleba gamovyoT sami faqtori, romelic gavlenasaxdens produqtis SeZenis saboloo gadawyvetilebaze, rogoricaris: Pproduqtis saWiroebis xarisxi, es aris adamianis subieqturimoTxovnileba misdami; miznis mimzidvelobis xarisxi, ris gamoc xdeba SeZena;89

SesaZlebloba, romelic aucilebelia miznis misaRwevad.sareklamo komunikaciebi agebulia adamianis moTxovnilebebze,aseve samomxmareblo motivebi aris rTuli da mravalferovani.isini SeiZleba iyvnen Zlierni da sustni, mudmivi da droebiTi,pozitiuri da negatiuri. yvelaze arsebiTi motivebidan SeiZlebagamoiyos Semdegi: utilitaruli motivebi; esTetikuri motivebi;prestiJis motivebi; msgavsebis miRwevis meTodebi; tradiciis motivi_ ganpirobebulia sxvadasxva erisa da xalxis gansxvavebiTnacionalur-kulturul gansakuTrebulobebSi.reklamis SemkveTis mTavari mizani aris momxmareblis waqezebaSeiZinos reklamirebuli saqoneli, nakeToba da momsaxureba.bunebrivia, aseTi miznebis misaRwevad reklamis SemkveTi dareklamis Semqmneli iyenebs praqtikulad yvela SesaZlebelsaSualebas da pirvel rigSi fsiqologiur zemoqmedebas.maRali xarisxiT fsiqologiuri modelebi orientirebulniarian daarwmunon klientebi, rom aucilebelia saqonlis SeZena.aseTi reklama gamoirCeva maRali agresiulobiT. aseT modelebSigamoiyeneba prestiJis, msgavsebis miRwevis da utilitarulimotivebi.masobrivi komunikaciis amocanaa reklamis saSualebiTmoaxdinos adamianze zegavlena, reklamis profesionalidakavSirebulia xalxis did raodenobasTan, romelsac is aricnobs, da ar SeuZlia akontrolos is viTareba, Tu rogor moxdebaam reklamis aRqma.reklamis organizatori iyenebs nebismier mxatvrul dagrafikul gamosaxulebebs, raTa reklamis mimarTvas mianiWos metimomxibvleloba. satelevizio reklamebSi xSirad gamodianpopularuli msaxiobebi, satelevizio programebis wamyvanebi,melodiuri musikis TanmxlebiT. adamianze moqmedebs rogorcgareTa, aseve Sida faqtorebi, romlebic axdenen adamianis fsiqikismarTvas.adamianze yovelTvis zemoqmedebs mravali gamRizianeblebi:90

feri, gamosaxulebiTi forma kontrastuloba, moculoba daintensiuroba, sareklamo mimarTvis siaxle, raTa saqoneliwarmatebiT gaiyidos, aucilebelia Seiqmnas gansakuTrebiTmomxibvleli faseulobani, anu Seiqmnas produqtis imiji.damatebiT fsiqologiur faseulobas qmnian popularulimsaxiobebi, modelebi, romlebic warmoadgenen STagonebis efeqtursaSualebas.reklamis mimarTvis Sinaarsi _ reklamis mTavari problemaa.STagoneba zemoqmedebis xerxia da darwmunebis meTodi xorcieldebamasobrivi komunikaciebis arxebiT. darwmuneba _ adamianisazrovnebis apelaciaa, romelic dafuZnebulia logikur aRqmaze,reklama miT ufro efeqturad moqmedebs adamianze, rac ufro metiamasSi pirovnebis socialuri komunikabeluroba.reklamis moqmedebis Zala damokidebulia informaciisgameorebaSi. erTxel informaciis mosmena ar aris sakmarisi, radganxSirad xdeba informaciis daviwyeba.Reklamis profesionalis amocanaa, ipovos reklamis teqstiswardgenis iseTi meTodi, romelic daamaxsovrdeba adamians.aRsaniSnavia, rom sareklamo mimarTva uceb ar xdeba adamianisyuradRebis sferoSi. fsiqologebis kvleviT, reklamis pirvelimimarTva xdeba 30-50% adamianTa yuradRebis sferoSi. gancxadebaaucilebelia gamoqveyndes minimum samjer, rom is moxvdesmomxmareblis yuradRebis centrSi. fsiqologebi, sareklamogancxadebas Semdegi grafikiT akeTeben: meore publikacia _pirvelis Semdeg 2 dReSi; mesame publikacia _ 5 dRis Semdeg;pirvelidan dawyebuli; meoTxe publikacia _ 10 dReSi pirvelisSemdeg; mexuTe publikacia _ 20 dReSi pirvelis Semdeg; meeqvsepublikacia _ 20 dReSi, yoveli momdevnos Semdeg.rekomendirebuli ar aris reklamis xSirad gameoreba radioTi.umjobesia mimarTva gadacemuli iyos SesvenebebiT, musikisTanmxlebiT.reklamis fsiqologiuri zemoqmedebis meqanizmi momxmarebelze91

aseTia:yuradRebis mipyrobainteresebismxardaWeraemociebis gamovlenadarwmunebagadawyvetilebismiRebamoqmedeba (yidvisCatareba).Nnaxazi 9 reklamis fsiqologiuri zemoqmedebis meqanizmireklamis aRqma analizis da sinTezis rTuli procesia. kargireklama _ es aris ideis da zusti informaciis Sexameba.satelevizio reklamis normaluri msvlelobis aRqmas xelsSeuSlis kadrebis swrafi Secvla, xolo radioreklamas xelsSeuSlis _ laparakis maRali tembri. optimalur aRqmaze moqmedebsfilmi xangrZlivobiT _ 1-2 wT.informaciis miRebis da damuSavebis modeli _ urTierTobisformirebis safuZveli, informaciis miReba SeiZleba ganisazRrosrogorc potenciuli myidvelis piradi Tanxmoba markisupiratesobis Sesaxeb gakeTebuli reklamaSi. sawinaaRmdego reaqciaasaxavs pirad uTanxmoebas upiratesobis gancxadebis gamo. miRebasda miuRebels sxvanairad uwodeben kognitiur (SemecnebiTi)reaqciebs. isini atareben mkveTrad gamoxatul `emociur~ xasiaTs.potenciuri myidveli amuSavebs sareklamo informacias piriqiT,mxolod Semdeg, xdeba gadawyvetilebis miReba-armiReba. Misidamokidebuleba produqtis mimarT naTeli xdeba markisdemonstrirebis Semdeg.gadawyvetilebis miRebisas moqmedeben komunikaciis sxvaefeqtebic, romelTa Soris yvelaze SemoqmedebiTi strategia, xoloSemdeg transformaciuli damokidebuleba.markisadmi damokidebulebis rekomendirebuli strategiulixerxebi Sedgeba A da B aspeqtebisagan. A aspeqti moicavs motivaciis92

emociur gadacemas, B gancxadebas markisadmi mxardaWeraSi.ganxiluli darwmunebis taqtika sakmaod rTuli daZneladrealizebadia. reklamistebs moeTxovebaT bevri ZalRone daaranakleb vidre myidvels, romelic iRebs yidvis gadawyvetilebas.4.4. gasaRebis stimulirebis efeqtianobis analizi.gasaRebis stimulirebis RonisZiebebis efeqtianobis SefasebaSeiZleba aRmoCndes iseTive rTuli, rogorc reklamis efeqtianobisSefaseba. es sirTule nawilobriv aixsneba gasaRebis stimulirebismiznebis bunebiTa da maTi mravasaxeobiT. es miznebi SeiZleba iyossakmaod sxvadasxvagvari _ saswrafo moqmedebis stimulirebidansaqonlis Rirebulebis momatebamde da misi konkurentunarianobisuzrunvelyofamde. gasaRebis stimulirebis zogierTi RonisZiebauSualodaa dakavSirebuli gayidvebis ganxorcielebasTan da maTmimarT gamoyenebuli efeqturobis Sefasebis meTodebTan.Sualeduri miznebi, rogoricaa sasinji Sesyidvebis stimulireba,warmoadgens ufro rTuls gazomisaTvis da moiTxovs specialurindividualur meTodebs, romlebic muSavdeba gayidvisganyofilebis menejerebis mier. gazomvis saimedo saSualebebisSemuSaveba, romlebic iwveven efeqtisagan izolirebul reaqciebs,romelic ganpirobebulia reklamis gamoyenebiT, Cans sakmaodrTulad.gasaRebis stimulirebis efeqturobis gansazRvris sirTulismeore mizezi dakavSirebulia samsaxuris organizaciulstruqturasTan, romelic exmareba gayidvebis ganxorcielebas.aqsaWiroa gamivyoT am struqturis ori Tavisebureba: pirvel rigSi,gasaRebis stimulirebis zomebi xSirad aRweven saboloo93

momxmarebels erTi an ramdenime savaWro Suamavlebis meSveobiT. aserom, am zomebis efeqtianoba damokidebuli iqneba, rogorcSuamavlebis unarianobaze,ise TviTon marketinguli komunikaciisstrategiazec. meored, saagentoebi, romlebic samsaxurs uwevengasaRebis stimulirebas, gansxvavdebian didi mravalferovnebiT.zogierTi maTgani aSenebs pavilionebs savaWro-samrewvelogamofenebisaTvis an awvdian mowyobilobebs audio da videoCanawerebisaTvis gasaRebis stimulirebis specialuriRonisZiebebisaTvis. sxvebi amuSaveben da axdenen markentigulikomunikaciebis gamoyenebis strategiis realizacias. imisagandamoukideblad, ramdenad farToa an viwroa maTi momsaxurebisdiapazoni, yvela es organizaciebi kvalificirdeba rogorcgasaRebis stimulirebis saagentoebi. esa Tu is saagentospecializdeba gasaRebis stimulirebis mxolod erTi saxisRonisiebebze da ara aqvs unari Seafasos Tavisi saqmianobisefeqturoba am saxis saqmianobis sxva mimarTulebebSi.Emiuxedavad aseTi SezRvudebis arsebobisa, specialistebiyovelTvis xarjavdnen bevr Zalas gasaRebis stimulirebisefeqturobis Sefasebis sizustis gazrdisaTvis. ubralo meTodebi,rogoricaa magaliTad dafaruli kuponebis raodenobis gamoTvla,dRemde ar gamosula moxmarebidan da exmareba mniSvnelovaniinformaciis miRebaSi. magram rTuli maTematikuri modelebicagreTve gamoiyeneba ukve amgvari amocanebis amosaxsnelad.nawilobriv, gaumjobesebul regresiuli models unari aqvsgansazRvros gasaRebis stimulirebis sxvadasxva meTodebi gasaRebisstimulirebis efeqtianibis gansazRvris meTodebia: gasaRebis stimulirebis winaswari testireba, romelsacmiekuTvnuba: komunikaciebis winaswari testireba. aq Sedis aRqmadiRirebuleba, xmis micemis meTodi, portfeluri testireba,profesiuli Jiuris meTodi, interviurebis meTodi savaWrocentrSi; qcevis winaswari testireba da gasaRebis stimulirebiswinaswari testireba, ganxorcielebuli savaWro Suamavlis94

TanxlebiT. gasaRebis stimulirebis paraleluri testireba, romelicgulisxmobs gasaRebis stimulirebis xerxebis Sefasebas maTiganxorcielebis periodSi. gasaRebis testireba misi mastimulirebeli xerxebis gatarebisSemdeg. aq Sedis komunikaciuri faqtorebis Sefasebis meTodi,qceviTi faqtorebis Sefasebis meTodi.4.5. gasaRebis stimulirebis xerxebimwarmoeblisTvis aucilebelia sakuTari an mowveulipersonalis stimulireba. win wawevisTvis RonisZieba gulisxmobsTanamSromlebis materialur-finansur dajildoebas sakomisioprocentebiT an premiiT (bonusi), romelic emateba xelfass, xolozogierT SemTxvevaSi dajildoebis saxiT gzavnian TanamSromlebskvalifikaciis amaRlebis kursebze.savaWro personali uSualod CarTulia kampaniis win wawevisprocesSi.bevr dargSi gayidva warmoadgens “urTierTobis marketings”,amitom saWiroa mowveva gamocdili adamianebis, romelTa saqmianobaeyrdnoba imk, da savaWro gayidvebi ara marto marketingulkomunikaciebs, aramed win wawevis saSualebas, romelic zrdisproduqtis gasaRebis stimulirebis temps.produqtis moZraobas mwarmoeblisgan distributerisakenewodeba savaWro sferos stimulireba, romelic gamoisaxeba fasianistimulirebiT. distributerebis motivaciis mTavar faqtorswarmoadgens sufTa mogeba, miRebuli produqtis gayidvisagan.kompaniebisaTvis, romlebic avrceleben produqcias agentebis anbrokerebis meSveobiT sakomisio gadaxdis pirobebze, sidide amgadaxdisa eqvivalenturia fasiani winwawevis xarjebisa, radgan isuSualod zrdis agentis an brokeris mogebas. gavrcelebis sxva95

xerxebis dros distributeri “yidulobs” produqts anmomsaxurebas mwarmoeblisgan da amitom dainteresebuliafasdaklebaSi, radgan aseTi formis winwaweviT mcirdeba produqtis“TviTRirebuleba” distributerebisTvis, rac iZleva did mogebas.win wawevis umetesi xerxebi fasiania, Tumca gvxvdeba sxva, ufasodsaqonlis nimuSebis wardgena an firmis distributerebiskonkursebis dafinanseba.produqtis winwawevis fasian meTodebs aqvT Tavisi specifika.Tavdapirvelad ganvixilavT am or sakiTxs, Semdeg ki vaWrobisreklamas da dafasoebuli produqtebis sacalo gamyidvelebisstimulirebas. nebismieri mwarmoebeli dainteresebulia Tavisiproduqciis bolo momxmareblamde. amitom fasis daklebissanacvlod is moiTxovs distributerisgan ufro efeqtur muSaobasklientTan.stimulirebis fasiani meTodi Semdegia: kompensacia axali produqtis gavrcelebisaTvis; fasCamokleba; dabruneba.ganmeorebiTi yidvebisas vaWrobis stimulireba xorcieldebaoTxi fasiani meTodiT: fasis daklebiT; erToblivi reklamisTvis SeTanxmeba; konkursebi savaWro personals Soris; personalis Seswavlis programebi. distributorebis mier axali produqtebis da momsaxurebisSesyidvavaWrobis stimulirebas xSirad ar moaqvs mewarmisTvis mogeba.distributorisaTvis yvelaze efeqturi stimulireba maSin aris,roca SeTanxmebulia dro myidvelis stimulirebasTan. asevemniSvnelovania produqtis ganlageba simaRleze, yvelaze kargSedegs iZleva gayidvis TvalsazrisiT, roca produqti mdebareobs96

adamianis Tvalis gaswvriv Taroze.mwarmoeblis moqmedebis Semdeg etaps, gegma-grafikis mixedviT,warmoadgens sacdeli yidvebis stimulireba. arsebobs oTxiZiriTadi tipi stimulirebis: produqtebis da momsaxurebis nimuSebis micema; Camofaseba; premiebis gacema; kuponebis gacema:samrewvelo produqtebisaTvis ewyoba specializirebuligamofenebi. xolo nimuSebis wardgena aucilebelia markis imijisasamaRleblad myidvelis TvalSi. aqac mniSvnelovania nimuSebismicemis marketinguli situaciebis SerCeva.agreTve arsebobs sacdeli yidvebis stimulirebis oTximeTodi fasdaklebis gziT: anazRaureba an kompensacia; sabonuse paketebi; fasebis pirdapiri dakleba; garantiebi.garda amisa arsebobs ori saxis premia: ufaso premiebi daTviTlikvidirebadi premiebi.premiebi ara marto sasinji yidvebis stimulirebas axdenen,aramed myidvelis TvalSi ufro momxibvlels xdian. amaSia premiisgamoyenebis sirTule da faruli nakli. sxva mxriv premia SeiZlebaimdenad momxibvleli iyos, rom gaizardos saqonlis myidvelisricxvi. Tu kompania moumzadebeli Sexvda klientebis aseTYmizRvavebas, maTi finansuri mdgomareoba an imiji SeiZlebadazaraldes.amrigad, premiebi centralizebulad integrirebuli unda iyossavaWro markis markopozicionirebis mxedvelobaSi miRebiT. esdaskvna marTebulia ara marto sasinji, aramed gameorebiTi97

yidvebis stimulirebis Sesaxeb.stimulirebis xerxebi mimarTulia ganmeorebiTi yidvebisricxvis gazrdaze imave momsaxureblebis mier, romlebmac ukvemosinjes produqti an momsaxureba. win wawevis mocemuli meTodebixanmoklea, vidre ganmeorebiTi yidvebis xangrZlivad gadawyvetisproblemebi.sasinji yidvebis stimulirebis yvela rekomendaciebimocemulia cxrili. 5sasinji nimuSebi axali produqtis kategoriisdanergva markis danergvapremiebi axali miznobrivi auditoriebidemo-grafiuli maCvenebliTkuponebi axali markebi sasaqonlokategoriaSi Tu miznobrivi auditoriaSedgeba diasaxlisebisagananazRaureba da kompensacia kuponebisalternativaproduqtis sacalo fasis drossabonuso paketi mxolod im produqtebisaTvis,romlis mimarT myidvelebsnaklebi interesi aqvspirdapiri fasdakleba cnobili markis axalimomxmarebelni umetes wilad xangrZlivadmomxmareblobiTidaZviradRirebuliproduqtebisaTvisgarantiebi produqtebisTvis, romlebicmyidve-lis maRal interesswarmoadgenen (yidvis maRaliriski)cxr. 5 sacdeli yidvebis stimulirebis oTxi ZiriTadi meTodisxelisSemwyobi mTavari pirobebiyvela zemoT CamoTvlili xerxebi menejerisTvis sakmaodkargad unda iyos cnobili, raTa Tu saWiro iqneba ganmeorebiTiyidvebis stimulirebisaTvis sxva damatebiTi maRali momsaxureba98

gamoiyenos markisadmi loialobis SesanarCuneblad. mTlianobaSiklientis momsaxurebis faqtori warmoadgens gasaRebisstimulirebis saSualebas.4.6. gasaRebis stimulirebis RonisZiebis testirebagasaRebis stimulirebis RonisZiebebis da testirebisganxilvamde saWiroa gayidvis stimulirebis analizi.reklama gamiiyeneba stimulirebis kompleqsis instrumentTan _gayidvis (gasaRebis) stimulirebasTan erTad. gayidvis stimulirebamoklevadiani komunikaciaa, romelic ubiZgebs saqonlis anmomsaxurebis yidvas an gayidvas. reklama akeTebs daskvnebssaqonlis an momsaxurebis yidvis sasargeblod. gasaRebisstimulireba ki xsnis, Tu ratom unda gakeTdes es dauyovnebliv.gasaRebis stimulireba moicavs saSualebaTa farTo speqtrs,romelic bazris mxridan ufro swraf reaqcias uzrunvelyofs.momxmarebelTa stimulireba _ saqonlisadmi momxmarebelTaxanmokle interesis uzrunvelyofa, romlic maT SesyidviskenubiZgebs. momxmareblisken mimarTul gasaRebis stimulirebissaSualebebs miekuTvneba _ nimuSebis gavrceleba, kuponi, latarea,konkursi, prizebi, demonstracia, CaTvlis taloni, fasdakleba.vaWrobis stimulireba _ mowodebulia maRaziebsa da biTumadmovaWreebs aRuZras survili saqoneli iqonion gayidvaSi. masmiekuTvneba konkursi da lataria savaWro personalisTvis, xoloerToblivi reklamis ganxorcieleba saqonlis didi raodenobiTSesyidvis pirobebSi garkveulis SeRavaTebiT. gayidvisstimulirebis arsenalSi arsebul saSualebebi mravaliorganizacia gamoiyenebs. maT Soris mewarmeebis, distributorebis,sacalo movaWreebis, savaWro asociaciebisa da arakomerciulidawesebulebebis mier.ukanasknel periodSi gamoikveTa firmebis da kompaniebisgasaRebis stimulirebaze gaweuli xarjebis mniSvnelovani zrda,99

yovelwliurad aRniSnuli miznisTvis gaweuli xarjebi izrdebadaaxloebiT 12%-iT, maSin, rodesac reklamaze gaweuli xarjebiszrda ar aRemateba 5-7%-s. gasaRebis stimulirebaze, gansakuTrebiTki, saboloo momxmarebelTa stimulirebaze gaweuli xarjebisswraf zrdas xeli Seuwyo ramdenime faqtorma. upirveles yovlisa,es aris gasaRebis stimulireba _ mimdinare gayidvebis gazrdis,umTavres problemebs gadaWris yvelaze efeqturi instrumenti.gasaRebis stimulirebis saSualebebi erTmaneTisagan TavianTimiznebiT Zlier gansxvavdebian. magaliTad, ufaso sakonsultaciomomsaxurebaTa sistema grZelvadian TanamSromlobas amyarebssacalo movaWreebTan. gamyidvelebi iyeneben gasaRebisstimulirebas, raTa miizidon axali klientebi, daajildovonmudmivi momxmareblebi da aamaRlon SemTxveviTi momxmareblismyidvelobiTi done.arsebobs axali myidvelis sami tipi: myidveli vinc sargeblobs mocemuli kategoriis produqtiT; myidveli vinc sargeblobs sxva sasaqonlo markiT; Myidveli vinc xSirad icvlis markas.mastimulirebeli kompaniebi xSirad izidaven ukanasknelijgufis warmomadgenlebs, radgan wina ori jgufis warmomadgeneliver amCnevs, an ar reagirebs masalebis stimulirebaze. is, vincxSirad icvlis markas umetesad cdilobs saqonlis dabal fasSiyidvas, an maRali samomxmareblo faseulobisken iswrafvis.naklebsavaraudoa, rom maT gasaRebis mastimulirebel kompaniammocemul savaWro markis mimarT mijaWvuloba Camouyalibos. amitom,gasaRebis stimulirebas bazarze, sadac sxvadasxva markis saqoneliZalian hgavs erTmaneTs, Cveulebriv, mivyavarT gayidvis moklevadianefeqtamde da ar SeuZlia bazris wilis grZelvadiani zrda.miuxedavad amisa, gasaRebis stimulirebam bazarze, sadac savaWromarkebi Zlier gansxvavdeba erTmaneTisgan, SeiZleba migviyvanosbazris wilis ufro grZelvadian gadanawilebamde.100

mravali gamyidveli gasaRebis stimulirebas Tvlisinstrumentad, romelic ayalibebs gansakuTrebul damokidebulebasbrendis mimarT . menejerebis winaSe erT-erTi umniSvnelovanesisakiTxia Tu rogor gaanawilos biujeti gasaRebis stimulirebasada reklamas Soris.rodesac kompania didi xnis ganmavlobaSi garkveuli brendisgasaRebis stimulirebas axdens, momxmarebelTa TvalSi iaffasianimarka xdeba da momxmarebeli aseT saqonels iZens mxolodfasdaklebiT. analitikosebis umravlesoba darwmunebulia, romreklamisgan gansxvavebiT, gasaRebis stimulirebis saqmianobamomxmarebelSi ar ayalibebs xangrZliv damikidebulebas , piriqiT _aseTi saqmianobis Sedegi, Cveulebriv, gayidvis moklevadianisaqmianobis Sedegi, Cveulebriv, gayidvis moklevadiani efeqtia,romlis SenarCunebac SeuZlebelia.Kellog Kraft, Procter & Gamble da sxva kompaniebi gayidvisstimulirebas brendisadmi momxarebelTa damokidebulebis xarisxiszrdaSi adanaSauleben,fasisadmi gansakuTrebul aRqmisadmi.marketologebis garkveulma nawilma es problema gasaRebisstimulirebis zedmeti gamoyenebiT axsnes. isini amtkiceben, romgasaRebis stimulirebas meti sargebeli moaqvs rogorcmomxmareblisTvis, aseve mwarmoeblisTvis. gasaRebisstimulirebasTan dakavSirebuli saqmianoba saSualebas aZlevsmwarmoebels xeli Seuwyos moTxovnisa da miwodebis moklevadianmeryeobas, ise, rom gaiTvaliswinos gansxvavdeba momxmareblissxvadasxva kategoriebs Soris. es aZlevs saSualebas mwarmoebelsgazardos fasebi da Seamowmos `ramdenad maRali SeiZleba iyos~. esaqezebs momxmarebels gasinjos axali produqti. amave dros,momxmarebels saSualebas aZlevs ukeT gaerkves fasebSi daamaRlebs misi dakmayofilebis dones _ is Tavs grZnobs ufroekonomiur myidvelad.rogorc wesi, gayidvis stimulirebis saqmianoba erwymisreklamas an personalur gayidvas. saqmianobas momxmarebelTa101

stimulirebis Sesaxeb, Cveulebriv, unda gaukeTdes reklama, radganis mis interess aZlierebs.gasaRebis stimulirebis mizani. gasaRebis stimulirebis mizaniunda gamomdinareobdes marketingis amocanebidan. firmebsa dakompaniebs gasaRebis stimulirebis gamoyeneba SeuZliaT gayidvebismoculobis gazrdisa da xangrZlivi periodis manZilze, sabazrowilis dasapyrobad. stimulirebis konkretuli amocanebigansxvavebuli iqneba miznobrivi bazris gansxvavebul tipTandakavSirebiT. saboloo momxmarebelTan dakavSirebiT stimulirebismizani SeiZleba iyos axali momxmareblis mizidva, konkurentifirmis momxmarebelTa gadmobireba an SenarCuneba da loialurimomxmareblis dasaCuqreba.sacalo movaWreebTan dakavSirebiT, stimulirebis mizaniSeiZleba iyos: firmis waxaliseba, axali saqoneli CarTos TavisasortimentSi, sacalo movaWreebs gamoumuSaos markisadmierTguleba, SeaRwios Tavisi saqonliT axal savaWro obieqtebSi,gazardos savaWro sawarmos daintereseba saqonlis didiraodenobiTa da swrafi gasaRebiT. rac Seexeba sakuTar savaWropersonals _ gasaRebis stimulirebis mizania maTi dainteresebisamaRleba axali saqonlis an axali modelis gayidviT.gayidvis stimulirebisTvis SeiZleba sxvadasxva saSualebebisgamoyeneba. momxmareblisken mimarTul stimulirebis ZiriTadsaSualebebs miekuTvneba: nimuSebis gavrceleba, kuponebi,fasdakleba. safuTavi SeRavaTian fasSi, premiebi, safuTavi fasismiTiTebiT, sareklamo suvenirebi, jildoebi mudmiviklientebisTvis, saqonlis eqspozicia da demonstracia gasayidadgilebSi, konkursebi, lataria da TamaSebi.marketingis specialistebi iReben ramdenime principulgadawyvetilebas imis Sesaxeb, Tu romel gamofenaSi miiRonmonawileoba, ramdeni daxarjon TiToeul gamofenaze, rogormoawyon TavianTi eqspozicia, rom momxmarebelTa yuradRebamiizidon da SeinarCunon savaWro kontaqtebi.102

konkursi savaWro muSakebis an dilerebisTvis gankuTvnilistimulirebis meTodia, romelic mowodebulia aamaRlos maTiSromismwarmoebloba. konkursebs `motivaciis programebs~ uwodeben.isini aZliereben dainteresebas da avlenen saukeTeso muSakebs,romelTac SeuZliaT miiRon ufaso sagzurebi, naRdi fuli an sxvaprizebi. zogierTi kompania gamarjvebulebs ajildovebs qulebiT,romelTa gacvla SeiZleba arCeviT, sxvadasxva prizze. savaWrokonkursebi ufro efeqturia, Tu is ukavSirdeba miznebs, romelTagaTvala da miRwevac SesaZlebelia (magaliTad, axali kavSirebisdamyareba, Zveli kavSirebis SenarCuneba an mogebis gazrda).personaluri vaWroba msoflioSi erT-erTi yvelaze Zveliprofesiaa. am saqmianobiT dakavebul adamianebs sxvadasxvagvaradmoixsenieben. ase magaliTad: gamyidveli, movaWre, savaWro agenti,komivoiaJori, savaWro konsultanti gasaRebis inJineri, agenti,regionaluri menejeri, marketingis warmomadgeneli da sxva.testirebis amocanaa gansazRvros ramdenad testireba aRwevskomunikaciebis miznebis stimulirebas. miznebi vrceldeba orsruliad gansxvavebul miznobriv auditoriaze: distributorebzeda potenciur myidvelebze. ganvixilavT swored meore SemTxvevas.gayidvis stimulirebam rom moitanos sasurveli efeqti,informacia mis Sesaxeb unda iyos damuSavebuli potenciurimyidvelis mier. mastimulirebeli winadadebebis damuSaveba xdebaara avtomaturad. pirveli reaqcia _ yuradReba _ yovelTviserTnairi ar aris. gayidvis adgilze stimulireba naklebadmuSaobs, vidre stimulirebis sxva xerxebi. mastimulirebeliwinadadebebis klasifikacia momxmareblis mier mocemulia cxr. .igi dayofilia 4 qvejgufad, calkea informaciuli da calketransformaciuli stimulebi.stimulirebis oTxi saxeoba _ fasdakleba, bonusebi, dabrunebada kompensaciebi, kuponebi _ iZleva dauyovnebliv gamorCenismiRebas: problemis moxsna zrdis yidvis SesaZleblobas. mocemulSemTxvevaSi ixsneba mTliani Rirebulebis problema _ myidvels103

eZleva saSualeba gadaixados naklebi.cxrili 6 klasifikacia mastimulirebeli winadadebebisinformaciuli stimulebi1. swrafi mogeba (problemis moxsna) fasebis dakleba bonusebi (yidvis moculobis gazrda) dabruneba, kompensaciebi kuponebi2. momavali mogebani, riskis Semcireba nimuSebi, sacdeli winadadebebi, ufaso demonstraciebi garantiebi TanamoazreTa ganviTarebis programebitransformaciuli stimulebi1. saCuqrebi kuponebi premiebi Tanmimdevruli winadadebebi2. konkursebi: riski, TamaSebi, lotoreebimomavali gamorCenebi warmodgenilia ori saxis stimulirebiT.pirveli _ ufaso an iaffasiani nimuSebia. meore _ yovelnairigarantiebi. igulisxmeba saqonlis gasinjva sanam fuls gadaixdis,aseve garantia fulis dabrunebisa an gamocvla saqonlisa axalzeTu gatydeba. reklamismimcemi qmnis problemis Tavidan acilebismotivacias.stimulirebis erT-erT saxes warmoadgens saCuqrebi anukuponebi, rac saSualebas iZleva fasCamoklebaze. kuponebi, premiebi,xalxisTvis aRiqmeba rogorc saCuqrebi. saCuqari aRiqmeba, rogorcmomxmarebelze zemoqmedebis meqanizmi. Mmomxmarebeli valdebulad104

Tvlis gamoiCinos interesi mocemuli markis mimarT. stimulirebises saxeebi iwveven saaimovno emociebs da sensorulia.(mgrZnobiare)stimulirebis ukanaskneli tipia _ konkursebi, latareebi.stimulirebis RonisZiebis Sedegad myidveli iRebs sxvadasxvagamorCenas, saWiroa am procesis fsiqologiurad Rrmad garkveva.gayidvis stimulireba aRZravs adaptaciis procesebs, iwvevsekonomiurobas, saWiroa Sida kontroli. momxmarebelTastimulirebis Teoria jer kidev Casaxvis periodSia.gasaRebis stimulirebis RonisZiebaa winaswari testireba,romlis drosac aucilebelia moiZebnos pasuxebi SemdegSekiTxvebze: 1. sakmaod aris SemoTavazebuli gamorCena? (bonusebi,Camofaseba, saqonlis ukan dabrunebis SesaZlebloba, kompensaciebi,kuponebi)?2. arsebiTad mocemuli winadadeba amcirebs myidvelis risks daamiT uzrunvelyofs mis momaval gamorCenas (nimuSebi, garantiebi,erTgulebis ganviTarebis programebi)?3. aRiqmeba Tu ara winadadeba (kuponebi, premia, ekonomiisSesaZlebloba momdevno yidvebis dros) rogorc saCuqari?4. warmoadgens Tu ara winadadeba mogebis SesaZleblobisinteress (konkursebi, latarea)?mastimulirebeli winadadebis winaswari testireba saWiroebsmiznobriv auditoriidan warmomadgenlebis arCevas. Tustimulirdeba ganmeorebiTi yidvebi, eseni arian xalxni, romlebmacjer kidev ar ician marka. ganmeorebiTi yidvebis stimulirebisassaWiroa orientireba mxolod maTze vinc ukve iyida es saqoneli.stimulireba aris ZiriTadi swrafi gamorCena. Tu reklamismimcemi fasebs uklebs, sTavazobs bonusebs, kuponebs andakompensaciebs, yvelaze martivi xerxia winaswar SefasdesCamofasebis efeqturi sidide _ Caataros ramodenime konkurentimarkebis gamokiTxva. konkurentebi Tavazoben Cveulebriv fasebSi,xolo SeTavazebul markas xelsayrel pirobebSi. ase grZeldebamanamde, sanam garkveuli raodenoba respodentebisa ar upasuxebs105

om mzad aris gadaerTos win wamoweul markaze.stimulireba aris ZiriTadi momavalSi gamorCenisaTvis.sacdeli nimuSebis demonstrireba, agreTve stimulirebisganviTarebis programebi testirdeba mcire raodenoba miznobrivauditoriaze (an geografiul raionebSi). testis msvlelobis drosrespondentebis daintereseba SeiZleba drois SecvliT anwinadadebebis pirobebiT. da Tu ar moxerxda maTi darwmunebatestirebis dros, menejers Seeqmneba problema misi produqtisrealizaciisTvis.garantias aqvs sami maxasiaTebeli: produqtis nawilebi,romelzec vrceldeba garantia, Secvlis moculoba an remonti, dawinadadebis moqmedebis vada. garantia unda iyos sakmaodmomxibvleli, rom xalxma iyidos produqti. aseve is Zalian kargicar unda iyos, rom firmam ar ganicados danaklisi remontebsa dadabrunebis xarjze.stimulirebas saCuqrebis daxmarebiT (kuponebi, premiebi daSeTavazebebi) safuZvlad udevs fasebis dakleba. stimulirebakonkursebis da latareis daxmarebiT gaTvlilia imadamianebisaTvis, romlebic mzad arian riskisTvis.amrigad, finansuri Sedegebis Sefasebis dawyebamde gasaRebisstimulirebis kampaniis dros aucilebelia Semdegi nabijebismiReba:danaxarjebi stimulirebaze damokidebulia stimulirebissaxeobaze, da zogjer monawile momxmarebelTa ricxvze.RonisZiebaSi monawileTa procenti (nabiji) unda Sefasdeswinaswari testirebis procesSi.momxmarebelTa procenti, romlebic iyidan mTlian fasSistimulriebis damTavrebis Semdeg, aseve SeiZleba Sefasdestestirebis procesSi. stimulirebas aqvs droebiTi `myidvelobiTi~xasiaTi. mniSvneloba aqvs agreTve im myidvelTa ricxvs, romlebmaciyides fasdaklebiT. angariSSi mocemulia fasdaklebis efeqturoba.106

4. 7. reklamis stimulirebis meTodebi pirdapir marketingSimetad mniSvnelovania savaWro markis loialobis programisformireba. pirdapiri marketingis meTodebi warmoadgenen rogorcproduqtis win wawevis, aseve sacalo myidvelTaTvis kargsaSualebas. Tumca marketingis gamoyeneba bazis monacemebis gareSeda markis loialuri formirebis programebi gamoiyenebagansakuTrebul pirobebSi. aris situaciebi, roca orive meTodebisakmaod efeqturi iqneba maRalsegmentur da orientirebulmomxmareblisTvis produqtis da momsaxurebis winwawevisTvis.marketingis gamoyeneba, bazis monacemebis gareSe, warmoadgensreklamis meTodebis logikur gagrZelebas, romelic iwvevsmomxmareblis uSualo reaqcias, an warmoadgens pirdapir gayidvebssavaWro warmomadgenlebis saSualebiT. marketingi, bazismonacemebis da loialuri formirebis programis gamoyenebiT,iwvevs gayidvis daCqarebas pirdapiri marketinguli arxebiT, amitomis ganixileba rogorc stimulirebis RonisZieba pirdapirimarketingis CarCoSi.sanam ganvixilavT marketings bazis monacemebis gamoyenebiT,jer cota ram pirdapiri marketingis Sesaxeb.pirdapiri marketingi (Direct Marketing) _ es aris marketingis saxe,romelic potenciur momxmarebelze pirdapiri mimarTvisaTvisiyenebs reklamis saSualebebs, raTa maTi mxridan sacalo vaWrobisan piradi gayidvebis gareSe miaRwios gamoZaxils.pirdapiri marketingis asociaciis gansazRvris mixedviT,pirdapiri marketingi warmoadgens `marketingis interaqtiulsistemas~, romelic iyenebs erT an ramdenime saSualebas, raTagamoiwvios zomieri reaqcia. Jurnal `pirdapiri marketingis~gamomcemeli am gansazRvrebaSi amatebs kidev erT elements:`pirdapir marketingSi unda monawileobdes monacemTa baza _ faili107

momxmarebelTa Sesaxeb informaciiT~. es gansazRvreba moicavs xuTkomponents:pirdapiri marketingi _ es aris interaqtiuli sistema, anupotenciuri klienti da marketologi CarTulia urTierTobisprocesSi. pirdapiri marketingis dros zustadaa gansazRvruliSemoTavazebaze momxmareblis gamoZaxilis meqanizmi.myidvelsa da gamyidvels Soris gacvla, romelic ar arisSezRuduli sacalo maRaziis Tu savaWro agentis mier. SekveTaSeiZleba gakeTdes dRisa da Ramis nebismier dros, SesaZlebeliasaxlSi mitaniT. pirdapiri marketingis pirvelxarisxovan strategiulupiratesobas warmoadgens gamoZaxilis gazomvis SesaZlebloba,rac imas niSnavs, rom marketologs marketingi saSualebasaZlevs momxmarebelTan gaweuli kavSiris dadgenaze zustadgansazRvros saboloo Semosavali da danaxarjebi. zogierTebiamtkiceben, rom pirdapiri marketingis mocemuli maxasiaTebeliwarmoadgens misi swrafi ganviTarebis ZiriTad mizezs. momxmarebelze monacemTa bazis arseboba aucilebelia. maT miermonacemTa bazidan informaciis gamoyeneba, romlebicdakavebulni arian pirdapiri marketingiT, axdenen TavianTimimarTvis adresirebas konkretul momxmarebelze an saqmianpartniorze pirdapiri marketingi saSualebas iZleva mimarTosSesabamis miznobriv auditorias.ganvixiloT pirdapiri marketingis ramodenime ZiriTadi saxe: esaris pirdapiri safosto gzavnilebi, telemarketingi daeleqtronuli marketingi, maT Soris gansxvaveba mdgomareobs imaSi,Tu rogor gadaecema momxmarebels Setyobineba. pirdapiri safostogzavnilebis SemTxvevaSi gadaecema fostiT, telemarketingisSemTxvevaSi _ telefoniT, eleqtronul saSualebebs ki miekuTvnebatelevizia da radio. magram sazRvrebi maT Soris iseTi zusti ar108

aris, radgan pirdapiri marketingis erT proeqtSi SeiZleba iyosSetyobinebis gadacemis sxvadasxva saSualebebi.magaliTad, momxmarebeli iRebs produqtisa da momsaxurebisSesaxeb katalogs fostiT, es aris pirdapiri marketingi.momxmarebeli SeukveTavs saqonels katalogidan. aseT SemTxvevaSiis avsebs SekveTis blanks da agzavnis mas fostiT. es arispirdapiri marketingi, anu, vTqvaT rom Tqven gadawyviteT SeukveToTtelefoniT. esec aris pirdapiri marketingi.is ZiriTadi upiratesobani, romelsac pirdapiri marketingisTavazobs momxmarebels es aris ZiriTadad moxerxebuloba.pirdapiri marketingi iRebs sxvadasxva formas, Tumca arsebobssami ZiriTadi kategoria: erTsafexuriani procesi, orsafexurianiprocesi da uaryofiTi arCevani.erTsafexuriani procesi saSualebas aZlevs momxmarebelsupasuxos sareklamo Setyobinebaze da miiRos saqoneli fostiT.xSirad momxmarebelma SeiZleba miiRos broSura, romelSic aris imsaqonlis reklamireba, romelic SekveTasTanaa dakavSirebuli.orsafexuriani procesi waradgens damatebiT moTxovnebsmanamde, sanam momxmarebeli gaakeTebs SekveTas. es SeiZlebaniSnavdes samedicino Semowmebis gatarebas sadazRvevo polisisgacemis win. sxvadasxva kompaniebi, romlebic dakavebulni ariankatalogiT saqonlis gavrcelebiT amateben katalogis RirebulebasSesyidvis Rirebulebaze.uaryofiTi amorCevis dros videoklubebi da literaturulikafeebi regularulad sTavazoben momxmarebels raRac saqonels,romelic mas ar SeukveTavs, manamde sanam, momxmarebeli argaugzavnis sapasuxo baraTs. stimulis saxiT saqonels ematebaufaso saCuqari an TviTon saqonels sTavazoben fasdaklebiT,imisaTvis, rom Caeweron klubSi.pirdapiri gamoZaxili ukve mTeli aswleulia, warmoadgensreklamis mniSvnelovan sferos. pirveli seriozuli sawarmo aSS-Siromelic dakavebuli iyo saqonlis dagzavniT fostis saSualebiT,109

iyo nacionaluri kompania. man 1872 wels gamouSva katalogi`Montgomery Word~. 1917 wels Camoyalibda pirdapiri marketingisasociacia (pma) da dakavebulia gamokvlevebiTa da profesiuliswavlebis programebiT.pirdapiri safosto reklama viTardeba rogorc socialuri,aseve teqnologiuri mizezebis gamo. socialur faqtorebswarmoadgens momuSave qalebis da martoxela mSoblebis raodenobisgazrda. ufro metad, Cvens droSi kacebic da qalebic Zaliandakavebulia da miiCneven, rom maRaziaSi siaruli naklebmosaxerxebelia. maT ar surT daxarjon Tavisi ZvirfasiTavisufali dro, Tundac manqanis dasayenebeli adgilis ZebnaSi.savaWro teqnologiurma siaxleebma pirdapiri marketingi ufroefeqturi gaxada gamyidvelebisaTvis da ufro xelsayrelimyidvelTaTvis sakredito baraTi, es meore mniSvnelovani faqtoria.momxmarebels SeuZlia SeukveTos saqoneli telefoniT da uTxrasTavisi angariSis nomeri. SekveTa maSinve sruldeba, kompanias arsWirdeba, rom daelodos Cekis gagzavnas da mis Semowmebas bankSi.am teqnologiurma srulyofilebam Seqmna `saxlis momxmarebeli~,romlisTvisac advilia saxlSi savarZelSi mjdomarem SeiZinossaqoneli.kompiuterma didi gavlena moaxdina pirdapir marketingze.reklamis damkveTebi iyeneben kompiuters, raTa Seadginonpotenciuri momxmareblebis sia da moaxdinon dajgufebamniSvnelovani maxasiaTeblebis mixedviT. momxmareblebi sul ufromimarTaven TavianTi personaluri kompiuterebiT SeiZinon esa Tu issaqoneli saxlSi Sesyidvis sistemiT.kompiuteruli programebis ganviTarebas xels uwyobsinteraqtiul reJimSi momsaxurebis ganviTareba, sul ufro xSiradxdeba sacalo maRaziis mier maTi gamoyeneba, rac ara martointeraqtiul reJimSi saqonlis SeZenis saSualebas iZleva, aramedimis saSualebasac, rom gamyidvelma daimaxsovros gayidvebi da droda dro Seagrovos monacemebi TiToeuli momxmareblis mixedviT.110

istoriulad pirdapiri marketingi warmoadgens marketingulikomunikaciebis pirvel sferos, romelmac mmarTvelobiTi midgomisfilosofia miiRo. faqtobrivad, unda Seecvalos saxeli pirdapirmarketings da ewodos mas integrirebuli pirdapiri marketingi.integrirebuli pirdapiri marketingi mimarTulia reklamisnamdvili saSualebis saWiro dros zusti sinqronuli gamoyenebismiRwevaze da yovel investirebul dolarze gansazRvrulismiRebaze. integraciis safuZvelze devs principi, romelicmdgomareobs imaSi, rom yvela xalxi erTnairad ar reagirebssafosto reklamaze. erTi adamiani SeiZleba dajdes da yuradRebiTSeavsos SekveTis blanki. maSin rodesac meore, maSinve mivatelefonTan, raTa akrifos nomeri. Tumca adamianTa umravlesobas,Tu isini reklamam miizida, axasiaTebT ifiqron Tavis Tavze:`sainteresod gamoiyureba, magram me darwmunebuli ar var, rom esCemTvisaa. gadavdeb sxva droisaTvis~. gadadebuli reklamebis yuTiizrdeba da bolos da bolos nagvis yuTSi mieqaneba. Tumcasatelefono zarma SeiZleba adamiani daZras da aiZulos imoqmedos.mniSvnelovanma zrdam da cudma marTvam Seqmna seriozuliproblemebi pirdapir marketingSi.erT-erTi ZiriTadi problema gamomdinareobs moklevadian daxangrZlivadian strategiebs Soris arCevnidan. pirdapirimarketingis zogierTi meTodi xasiaTdeba rogorc `erTjeradistrategiebi~. aseTi moklevadiani midgomis magaliTebiyoveldRiurad gvxvdeba safosto yuTSi. Zalian aRizianebTtelemarketingis meTodebi. satelefono zarebi marTaliamomxmarebelTa 1-7%-s aiZuleben SeiZinon saqoneli, magram risfasad? pirdapiri marketingis es tipi iZleva momxmarebelTagamoZaxils mokle vadaSi, romlebic aiZules rom reagirebamoexdinaT da romelnic sinamdvileSi ar arian dainteresebulni amsaqoneliT. am dros Zlierdeba mravali momxmareblis darwmunebaimaSi, rom pirdapiri marketingis mimarTva _ ubralod `nagavia~.pirdapiri marketingis meore problema mdgomareobs imaSi, rom111

igi xSirad ar Seesabameba kompaniis saqmianobas. mis gavrcelebissistemas, komunikaciebs, gamokvlevebs, saerTo strategiebs ankulturasac ki. magaliTad, Tu kompaniam, romelic katalogiTvaWrobs amowura Tavisi maragebi, es ara mxolod moklevadianigayidvebis danakargad iTvleba, aramed xangrZlivvadiani reputaciisdakargvazec miuTiTebs. pirdapiri marketingis saSualebiT mimarTvada reklama xSirad ver aZliereben erTmaneTs imitom, rom isinivinc amiT arian dakavebulebi, ar aris dakavSirebuli erTmaneTTan.pirdapiri marketingis maRali TviTRirebuleba gaaCnia, TumcaZnelia zustad gansazRvro saerTo cifri, specialistebiamtkiceben, rom reklama, romelic pirdapir gamoZaxils iwvevsufro Zviri jdeba, vidre imijis reklama.ueWvelia, reklamis ganviTarebis SemoqmedebiTi midgoma dastrategia Zalian gansxvavdeba saqonlis an momsaxurebis yovelitipisaTvis, magram maTTvis saerToa moqmedeba, anu reklama,romelic iwvevs pirdapir gamoZaxils cdilobs gamoiwvios qmedeba,moTxovna, sagamofeno darbazis stumroba, anketis SekiTxvebzepasuxis gacema, saqonlis yidva sareklamo Setyobinebis SedegadsavaWro warmomadgenlis Carevis gareSe.reklama, romelic iwvevs pirdapir marketings, SeiZlebaiyenebdes nebismier saSualebas _ Jurnalebi, gazeTebi, radio,televizia an pirdapiri safosto reklama. mocemuli reklamismizani kontrastSia savaWro markis reklamasTan, rodesacsasurveli reaqcia sareklamo Setyobinebaze Cveulebrivmdgomareobs saqonlis aRqmaSi an urTierTobis cvlilebaSi. amdros realuri gayidva xorcieldeba meore etapze: sacalomaRaziaSi an savaWro warmomadgenlis saSualebiT, romelic saxlSian ofisSi midis.pirdapiri marketingi es gaxlavT vaWrobis axali forma. Tumcaigi ar uzrunvelyofs kavSirs momxmarebelTa mniSvnelovanraodenobasTan.pirdapiri marketingis gatarebisas saWiroa dagegmvis igive112

procesi, rac reklamis dagegmvisas am saqmianobiT dakavebulniarian: sareklamo saagentoebi, damoukidebeli saagentoebi,romlebic specializirebulni arian pirdapir marketingze.sareklamo saagentoebis biznesis upirates saxes warmoadgensreklamis informaciis gavrceleba ZiriTad saSualebebSi. essaagentoebi floben qvedanayofebs, an calkeul kompaniebs,romlebic dakavebulni arian pirdapiri marketingiT. mravalimsxvili sareklamo saagentoebi, romlebsac undaT miiRonintegrirebuli programebi TavianTi klientebis momsaxurebisaTvisyiduloben kompaniebs, romlebic pirdapiri marketingiT ariandakavebulni, imdenad ramdenadac warmoadgenen saqonlis winsvliskorporaciuli programis mniSvnelovan nawils. tradiciulisareklamo saagentoebis SesaZlebloba, moaxdinos pirdapirimarketingis integracia Tavis saqmianobaSi Zalian problematuria,radgan gansxvaveba pirdapir da tradiciul reklamas Soris ufrodidia, vidre SeiZleba Candes.meore kategoria _ es aris damoukidebeli saagentoebi,romlebic dakavebulni arian pirdapiri marketingiT da sTavazobenmomsaxurebis srul cikls. es kompaniebi specializdebian pirdapirmarketingze da mravali maTgani sakmaod didia.mesame kategoria warmodgenilia servisuli firmebis saxiT,romlebic dakavebulni arian safosto gzavnilebis dagzavniT,beWdviT da siebis gayidviT. adamianTa umravlesoba an kargadaaganwyobili pirdapiri marketingis mimarT, an ver itans mas. isiniCivian makulaturaze, romelic avsebs maT safosto yuTebs. isiniver itanen satelefono zarebs sadilis dros da a.S.Sesyidvis es forma gaTvaliswinebulia sazogadoebis imnawilisaTvis, romelsac aqvs fuli da arasakamrisi dro.amrigad, marketingi bazis monacemebis gamoyenebiT,ganisazRvreba rogorc saqmianobiT siis SedgenisTvis. siaSi arianpotenciuri myidvelebi da klientebis saxlis misamarTebiT,telefonis nomrebiT da faqsebiT, eleqtronuli fostis misamarTi113

yidvebis CatarebiT (fuladi Tanxis miTiTebiT) da momavalSiinformaciis gamoyenebiT klientebis SesanarCuneblad da yidvebisCatarebis aqtivizaciisTvis.siebis Sedgena ukeTesia Sesruldes kompiuteris daxmarebiT.bazis monacemebis Seqmnis aucilebeli pirobaa reklama safostoSekveTiT axali myidvelebisaTvis da arsebuli myidvelebisSeswavla. gamyidvelebi, romlebic adgenen sabazo monacemebs,pirvelad _ samisamarTo kvlevebis daxmarebiT informaciebs,mxedvelobaSi iReben imas, Tu klients rodis gauCndeba survilimomavali yidvebisaTvis. mesame, da mniSvnelovani, informaciebibankis monacemebiT arsebuli an potenciuri klientebis da maTiyidvebis Sesaxeb, warmoadgens sainteresos klintebis SenaxvisTvalsazrisiT da aqtivizaciis mixedviT.bazis monacemebis Seqmna da gamoyeneba saWiroebs mniSvnelovanxarjebs, amitom marketingis bankis monacemebis gamoyenebamizanSewonilia im SemTxvevaSi, rodesac arsebobs myidvelTasakmaod didi raodenoba, maT gaaCniaT realuri SesaZlebloba damogebis Sansi. Aucilebelia myidvelTa bazis konfidencialobisdacva. Ees problema awuxebs rogorc bevr momxarebels, asevesaxelmwifoebis doneze.. zogierTma evropulma saxelmwifomdaadgina mkacri SezRudvebi pirdapiri marketingis meTodebisgamoyenebis sferoSi, informaciis gayidvasTan dakavSirebiT. amitommuSavdeba specialuri kanonebi arasanqcirebuli gadacemissawinaaRmdegod monacemebisa klientebis angariSebis Tu maTiavtomanqanebis nomrebis an finansuri SesaZleblobebis Sesaxeb.marketingis meTodebis warmatebiT realizaciisTvis monacemebisgamoyeneba unda moxdes efeqturad. gamoiyeneba ori formula: erTiПН (produqtebi da momsaxureba) da meore yovelwliuri mogebis ПЖЦ(cxovrebiseuli faseulobani). menejerma unda Caataros angariSebimisi kompaniis Taviseburebis gaTvaliswinebiT, amasTan mogebis dadanaxarjebis udidesi sizustiT.informaciis yovelmxrivi analizi, romelic inaxeba bankis114

monacemebSi, droulad gamoavlens klientebis wasvlis situacias.firmis mogeba damokidebulia myidvelTa ricxvze, mocemulperiodSi yidvebis sixSireze, saSualo Rirebulebaze dawinwawevisTvis danaxarjebze.aRsaniSnavia, rom marketinguli saqmianobis ganxorcielebisTvisbazis monacemebis gamoyenebisas, myidvelebi SeiZlebaiyos dayofili ramodenime kategoriad. klientebi ganlagebuliakompaniisTvis mniSvnelobis mixedviTpotenciuri momxmarebelTa klasifikacia monacemTa bankismixedviT pirdapiri marketingis CarCoSi. savaraudo momxmareblebi (gamoZaxilis gareSe) potenciuri momxmareblebi erTTjeradi yidviT ganmeorebiTi momxmareblebi mudmivi momxmareblebiklientebis segmentirebulad dayofa SeiZleba didi sizustiTSesruldes regresiuli analizis meTodiT.bolo periodSi did yuradRebas iCens firma mudmiviklientebis mimarT, gansakuTrebiT evoluciuri marketingis bazismonacemebis gamoyenebiT. es kargad Cans kompiuteruli bazis daprogramuli Seswavlis magaliTze. firmis loialoba mdgomareobsaxali kompiuteruli codnis aTvisebaSi sabazo monacemebissaSualebiT.4.8 reklamis arCevis saSualebanireklamis da stimulriebis mniSvnelovan nawils warmoadgensreklamis gamoyenebis strategia (anu media-strategia) . didiyuradReba eqceva romel sareklamo saSualebebSi unda ganlagdessareklamo gancxadebebi da ra sixSiriT saWiroa miznobriviaudiroasTan urTierToba. reklamis sxvadasxva forma emsaxureba115

sareklamo kampaniebs sakomunikacio miznebis xelSewyobas. reklamamunda SesZlos momxarebelTa daintereseba da maTi regirebissiswrafe. reklama SerCeva xdeba markis amocnobiTa da gaxsenebiToTxi strategiis gaTvaliswenebiT. informaciulad Nnaklebad gaTviTcnobierebuli miznobriviauditoria. Nnaklebad gaTviTcnobierebuli transformaciuli miznob-riviauditoria. ukeT gaTviTcnobierebuli miznobrivi auditoria; Kkargad gaTviTcnobierebuli transformaciuli miznobriviauditoria.sxvadasxva komunikaciuri miznebis misaRwevad aucilebeliasxvadasxva Sinaarsis da sixSiris sareklamo gancxadebebisgameoreba da SerCeva, yvelaze ukeTesi reklamis saSualebani zemoTmoyvanili miznebis ganxorcielebisaTvis mocemulia ix. cxr. 7cxrili 7 .reklamis saSualebebis SerCeva markisgaTvicnobierebisa da misdami damokidebulebis Sesaxebreklamis aRqmadamokidebulebamasobrivisaSualebanicnoba gaxseneba MmetadgacnobierebulinaklebadgacnobierebulitransformaciulinaklebadgacnobierebuliMmetadgacnobierebulitransformaciulitelevizia diax diax ara diax diax diaxsakabelo diax diax diax diax diax diaxteleviziaradio ara diax ara SezR (viz) diax SezR (viz)gazeTebi SezR diax diax SezR (f) diax SezR (f)(f)Jurnalebi diax SezR diax SezR (sixS) diax diax(sixS)gareTa diax SezR(kr) SezR(kr) SezR(kr) diax diax116

eklama(stacionaluri)gareTareklama(moZravi)diax SezR(kr) SezR(id) SezR(kr) diax diaxaRniSvnebi:Adiax - reklamis saSualebis gamoyeneba miznismisaRwevad;ara _ reklamis saSualeba ar gamodga;SezR _ reklama SezRudviT gamodgeba;f _ SezRudva feriT;sixS _ SezRudva sixSiriT;id _ SezRudva droSi informaciis damuSavebisas;kr _ SezRudva kontaqtebis ricxvis mixedviT;viz _ vizualuri SezRudva.garda cnobili ori komunikaciuri miznebisa _ markisadmigaTviTcnobierebisa da misdami damokidebulebisa, arsebobs sxvamiznebic. kerZod, umetesi sareklamo kampaniis mizans warmoadgensswrafad yidvis gadawyvetilebis miReba da yidvis Sesruleba.zogierTi kampaniis mizania moTxovnis Seqmna savaWro kategoriaSida yidvisTvis TanamSromloba. orive SemTxvevaSi gamoiyeneba: didi raodenobiT informaciuli sareklamo rgolebi sakabeloteleviziaSi dabeWdili reklamebi. reklamis aseTi saSualebebi gamoiyenebaSemdegi komunikaciuri miznebis misaRwevad: moTxovnisaTvis dayidvis gadawyvetilebis misaRebad.specialuri winadadebebis SeTavazebis formebi, agreTveSeiZleba gamoyenebuli iyos sareklamo saSualebebi an sakabelotelevizia. Tumc unda aRiniSnos, rom dabeWdili reklama yvelazeiafi da mosaxerxebelia yidvisaTvis gadawyvetilebis misaRebad.informaciis gadasacemad damatebiT saSualebad gamoiyeneba imk117

_ integrirebuli marketinguli komunikaciebi. imk-s saSualebebi,ise rogorc reklamis masobrivi saSualebebi, wyveten sxvadasxvakomunikaciur amocanebs. imk-s gasayidi saSualebebi dakavSirebuliasazogadoebasTan urTierTobiT _ PPR-Tan, gansakuTrebiT ukeTesiamisi gamoyeneba realizaciis wina periodSi, fablisiti _ eseckomunikaciis saSualebaa.winagasayid erT-erT mniSvnelovan saSualebas warmoadgensfabliq rileiSenzi _ PR, romlis meSveobiT xdeba markis gaxsenebada gamocnoba, miznobriv auditoriasTan urTierToba _ PR.praqtikulad, nebismier sareklamo kampaniaSi gamoiyeneba erTiZiriTadi sareklamo saSualeba, romelzec ixarjeba naxevarze metisareklamo biujetidan, da erTi an ramodenime damxmare sareklamosaSualeba.ZiriTadi sareklamo saSualebebi naklebadgaTviTcnobierebuli informaciis TvalsazrisiT Semdegia: tv,sakabelo tv, gazeTebi, Jurnalebi, gareTa reklama, sponsoroba.aseve interaqtiuli tv, kompiuteruli reklama, iSviaTad _ radio.damxmare sareklamo saSualebebi gamoiyeneba Semdeg SemTxvevaSi: miznobrivi auditoriis mniSvnelovani nawili ar aris anarasakmarisad gaTviTcnobierebuli ZiriTadi sareklamosaSualebiT; damxmare sareklamo saSualeba gamoiyeneba konkretulikomunikaciuri miznebis daCqarebisaTvis. damxmare sareklamo saSualebebi uzrunvelyofen zemoqmedebasmomxmarebelze yidvis adgilze an saqonlis gamoyenebisas.arsebobs ZiriTadi da damxmare sareklamo saSualebebisrekomendirebuli xuTi kategoriis reklama: saerTo nacionaluri mommxmareblobiTi reklama,; sacalo reklama; sawarmoo reklama; korporaciuli imijis reklama,118

eklama, romelic uSualod iwvevs momxmareblis reklamasreklamis ZiriTadi saSualeba aris televizia. aseve radio,gazeTebi, Jurnalebi, gareTa reklama, reklama gayidvis adgilze,pirdapiri safosto gzavnilebi.maRaziebi qmnian Tavis imijsa da gamoiyeneben imijur reklamas,romelic damokidebulia firmis zomisagan. didi da patarakompaniebi xSirad iyeneben sponsorebs da PR-s. xSir SemTxvevaSireklama, uSualod moqmedebs momxmareblis reaqciaze. televiziagamoiyeneba im saqonlisTvis, romelic saWiroebs sxvadasxvasaSualebas auditoriaze zemoqmedebisaTvis. pirdapiri sareklamogzavnili warmoadgens reklamis saukeTeso saSualebas, romeliciwvevs uSualo reaqcias da survils markis yidvisaTis.4.9 respondentebis SerCevis sakiTxebirespodentebi irCeva miznobrivi auditoriisagan. sakiTxebi undaSeexos imas, Ty ramdenad aqvT codna momxmareblebs saqonliskategoriis da konkretuli markis Sesaxeb: Sedgenilia winaswarkiTxvebi respondentebis SesarCevad. respondentebi dayofilia 12qvejgufebad. aqcenti gakeTebulia sasaqonlo kategoriis da markisSesaxeb. Semdeg xdeba respondentebis klasifikacia maTi dadebiTipasuxebis ricxvebis mixedviT.12 qvejgufi iyofa sam nawilad SekiTxvebis mixedviT: sasaqonlo kategoriisTvis; gasayidi markis mimarT; dadebiTi pasuxebis raodenobis mixedviT.ZiriTadad ekiTxebian icis Tu ara adamianma arsebuliproduqtis kategoriis Sesaxeb (Tu is axalia), SeuZlian icnosfotoze an gaixsenos dasaxelebiT, testebSi mocemuli romelimarka warmoadgens mocemul kategorias. gausinjavs Tu ara esmarkebi da ra sixSiriT; ra damokidebuleba aqvs adamians am119

markebis mimarT. unda gamoyos am markebSi yvelaze ukeTesi,saSualo da mocemuli momentisaTvis SerCeulma respondentebmaukve naxes reklama aucilebeli ricxviT. kiTxvebis Semdegi etapiexeba miRebul informacias, ramdenad respondentebisTvis isini iyomisaRebi Tu ara.aseTi procedura anu miRebis gazomva xdeba maSinve CvenebisSemdeg, radgan respondentnma unda asaxos spontanuri reaqciadanaxulze (gagonilze). es reaqcia wamieria, amitom mniSvnelovaniamisi daWera im wamsve reklamis demonstraciis Semdeg. Tu esgakeTdeba reklamis demostraciis dros, uSualod informaciisdamuSavebis periodSi, maSin rasakvirvelia irRveva damuSavebisprocesi.arsebobs informaciis miRebis ori xerxi: saubrisas droSiSeuzRudavi da zeddarTuli SezRuduli sia. pirveli xerxi iZlevautyuar Sedegebs. amasTan respondentebs miecemaT Semdegi kiTxvebi: rodis naxeT reklama, ra azrebi, grZnobebi, saxeebi aReZvraT? raze fiqrobdiT? Tqvens cnobierebaSi ra isaxeboda? ratom markas afasebT an dadebiTad, neitralurad anuaryofiTad?pirvel SekiTxvaze pasuxia _ spontanuri reaqciebiT _ SeiZlebadiagnostikuri miznebiT gaiyos SeboWiloba markasTan, reklamisSesrulebasTan, adamianTan saubris Catarebisas da a.S. SeiZlebaCatardes ufro Rrma gayofa da dakavSirdes isini konkretulisargeblianobiT. reaqciis dadebiTobas da uaryofiTobasgansazRvravs TviTon respondenti _ aqedan meore SekiTxvaa.meore xerxi ufro martivia. winaswar Sedgenili respondentebissiidan unda SeirCes zeddarTuli (an mokle aRwera), romelicasaxavs maT reaqcias reklamaze. saWiroa mxolod ori maCvenebeli:gamoadgeba an ara, Sesabamisad, 1 an 0. mTavaria, ras unda mieqcesyuradReba, romelic unda Seesabamebodes komunikaciis modelebs,magaliTad: yuradRebis mipyroba saintereso reklamisadmi; naklebi,120

dabali Cabma /transfor-maciuli motivacia; reklama mosawonia,stovebs karg STabeWdilebas, aramimzidvelia (_) da a.S.; maRaliCabma/informaciuli motivacia: arwmunebs, ar aris ukeTesi vidremarkebis (_) da a.S.; maRali Cabma / transformaciuli motivacia:reklama Zalian daexmara, an es marka misTvis ar aris gankuTvnili(_).pirveli xerxi ufro zustia, SeiZleba ganusazRvreladsaubrebis Catareba markis Sesaxeb, gansakuTrebiT Tu markisadmididi interesia. nebismier SemTxvevaSi sakmarisia darwmuneba imaSi,rom respondents Seeqmna swori damokidebuleba am markisreklamisadmi.reaqciis gazomva aucilebelia naklebad mimzidveli reklamisSesaswavlad (dasamaxsovreblad). respondentebs miecemaT aseTiSekiTxva: `rogor fiqrobT, reklamis mimcems am reklamaSi Tavisimarkis Sesaxeb unda Tqma?~ pasuxebi Caiwereba, da Semdeg Sedardebafaqtiur gancxadebebTan markis gamodgomasTan dakavSirebiT.gazomvis Sedegebi es kidev ar aris testirebis sabolooSedegi. saWiroa gazomvis Sedegebis interpretacia informaciisdamuSavebiT, radgan reklamam SeiZleba imuSaos sxvadasxvanairad,sxvadasxva adamianebze moqmedebs gansxvavebuli zegavleniT.mTavaria respodentebs reklamis zemoqmedebiT da ara testirebisperiodSi iyidon aRniSnuli marka.komunikaciur efeqts didi mniSvneloba aqvs kategoriismoTxovnaSi, iyidos mocemuli kategoriis marka, raSic exmarebareklama. yidvis ganxorcielebaSi exmareba komunikaciuri modelitransformaciuli motivaciiT. yidvis gadawyvetilebis gazomvaganisazRvreba Catarebuli kvlevis Sedegad, romelsac awarmoebsmenejeri specialuri kiTxvaris da cxrilebis meSveobiT.gaTvaliswinebuli unda iyos respondentis damokidebulebamarkisadmi, erkveodes mis upiratesobebSi sxva markebTan SedarebiT.saWiroebis SemTxvevaSi SeiZleba TanamSromloba yidvisCasatareblad, respondentebisTvis markis gamocnoba raSic121

gamoyenebuli iqneba komunikaciuri efeqtebi. magram Tu es efeqtebiar iqneba, maSin unda Sefasdes respondentebis yuradReba, meTodiT`aCvene da uTxari~. es sakmaod saimedo xerxia yuradRebisSefasebisaTvis. SeirCeva 30 adamiani, romlebsac kidev erTxelaCveneben sareklamo gancxadebas. rom Semowmdes respondentisvizualuri yuradReba, ganmeorebiT aCveneben dabeWdil gancxadebasan satelevizio rgols _ rgols. aseve amowmeben smeniT yuradRebas,radioreklamis teqstis an fonogramis damaxsovrebis xarisxs.nakli am meTodisa is aris, rom ver afasebs informaciisdamuSavebis bunebriv msvlelobas. magram amave dros iafia. ufrozust Sedegebs iZleva yuradRebis gazomvis fsiqologiurimeTodebi, romelic sakmaod rTuli da Zviria. mowmdeba vizualuriyuradReba respondentis Tvalis moZraobiT. aseve smeniTiyuradReba. arsebobs agreTve CONPAAD meTodi, roca respondentixeliT an fexiT aWers Rilaks, roca Zlierdeba bgeriTiintensivoba, gamoxatavs adamianis yuradRebis aqtiurobas.dabolos, yuradRebis Semowmebas atareben mxolod msxvilifirmebi. aRsaniSnavia, rom es diagnostikuri meTodebi ar iZlevianpasuxs rogor gakeTdes reklama da komunikaciuri efeqtebi, romufro Zlieri iyos. amitom yuradRebis Sefaseba SeiZleba mxolodukidures SemTxvevaSi, roca komunikaciuri uqonloba ar SeiZlebaaixsnas sxva saSualebebiT.122

Tavi 5. miznobrivi auditoriebi da urTierTobebismodelebi5.1. miznobrivi auditoriis tipebiarsebobs miznobrivi auditoriis xuTi jgufi: sasaqonlo kategoriis axali momxmarebelni, romlebicproduqtis yidvasTan erTad ecnobian mis kategorias; savaWro markis mimarT loialurebi, romlebic regularuladyiduloben maTvis sasurvel produqts; arastabiluri momxmarebelni, romlebic yiduloben rogorcsakuTari, aseve sxva savaWro markis produqtebs; sxva savaWro markis aramudmivi momxmarebelni, romlebicyiduloben sxvebis sxva savaWro markis produqtebs da ara Tavisas; loialurebi sxva savaWro markis mimarT, romlebicregularulad yiduloben sxva savaWro markas.potenciuri myidvelebis es jgufebi mocemulia nax. 8mocemuli kategoriisproduqtebiTar sargeblobensavaWrokategoriisaxalimomxmarebelnisavaWro markasavaWromarkis loialurimomxmarebelnisxva savaWromarkisloialurisxva savaWromarkebisavaWro markisaramudmivimomxmarebelisxva savaWromarkisaramudmivimomxmarebelni 123

elTanaxazi . 8markis gasaReba warmodgenilia loialuri myidvelTa birTvissaxiT (Sida wre), da meore wreSi mocemulia sxva savaWro markisloialuri momxmarebeli (cvalebadi).TiToeuli adamiani miekuTvneba miznobrivi auditoriis xuTijgufidan erT-erTs. auditoriis ufro zusti gansazRvrisaTvisgamoiyeneba demografiuli, geografiuli an fsiqografiulifaqtorebi. geografiuli faqtorebia myidvelis sacxovrebeli ansamuSao adgili. demografiuli faqtorebia asaki an specialoba,fsiqografiuli es subieqturi maxasiaTebelia: cxovrebis stili,xasiaTis Taviseburebani, cxovrebis poziciebi.myidvelTa segmentaciis geografiuli maCveneblebi yovelTvisdroulia da yovelTvis gamoiyeneba swored. xolo demografiulida fsiqografiuli maCveneblebi miznobrivi auditoriisgansazRvrisas xSirad gaigivdeba da gamoiyeneba mcdarad.miznobrivi auditoriis geografiuli segmentacia yovelTvisdroulia. myidvelTa jgufis demografiuli an fsiqografiulidayofa ar warmoadgens sakmaris miznobrivi auditoriisgansazRvrisaTvis.upiratesobamieniWeba momxmarebelis gaTviTcnobierebas, damokidebulebisformirebasa da Sesabamis qcevas, ganpirobebuls demografiuli,fsiqografiuli an sxva maxasiaTeblebis ufro Rrma dayofiT, Tu essaWiroa. es principi aseTia nax. 9myidvelTa jgufi,(mag. kategoriisaxalimomxmareblebi)sxva maxasia-Teblebi(mag. mamakacebi)124

miznobrivi auditoriaNnaxazi 9 miznobrivi auditoriis gansazRvra myidvelTa jgufisTavisufali dayofa damatebiTi cvalebadobiT.5.2. miznobrivi auditoriis SerCeva `berketis~ meTodiTmiznobrivi auditoria warmoadgens adamianebs, romlebzecmimarTulia konkretuli sareklamo an gasaRebis stimulirebiskampaniebi im dros, rodesac miznobrivi bazari es aris is,romelzec mimarTulia marketingis yvela Semadgeneli komponenti.myidvelebis erTi an xuTze meti jgufi iqceva miznobrivauditoriad, mxolod maSin, rodesac firma gadawyvets daumiznosreklamis strategiul RonisZiebas. SesaZlo myidvelebis jgufiiqceva reklamis miznad da stimulirebad, xolo komunikaciebisTvalsazrisiT gardaiqmneba konkretuli kompaniebis saqonlisgasaRebis auditoriad.miznobrivi auditoriisTvis irCeva mxolod momxmarebelTaerTi jgufi. zogjer mizanSewonilia ganisazRvros `pirveladi~ da`ganmeorebiTi (xelmeore)~ miznobrivi auditoriebi.sityvebi `pirveladi~ da `ganmeorebiTi (xelmeore)~ miekuTvnebaara miznobrivi auditoriis sidides, raodenobas, aramed gamoiyeneba`berketis~ asaxsnelad.`berketis~ meTodi gamoiyeneba miznobrivi auditoriisSesarCevad.miznobrivi auditoriis gasaRebis potenciali fasdeba SemdegiTanafardobis daxmarebiT: mosalodneli gayidvis zrdiT (fuladgamosaxulebaSi) reklamis RonisZiebis RirebulebasTan, romelsaczrdis unari aqvs. am Tanafardobas ewodeba `berketi~, anu damWeri125

(inglisuri sityvidan (ing. leverage – berketi).reklamis, stimulirebis an imk-s berketi tolia = TiToeuljgufSi myidvelTa raodenoba X erT adamianze gasaRebis saSualosididis angariSiT (fulad gamosaxulebaSi) / sareklamo kampaniisRirebulebaze (fulad gamosaxulebaSi).magaliTad, Tu myidvelTa jgufi Seadgens 10 mln adamians,xolo kampaniis Rirebuleba, romelic aiZulebs maT iyidonproduqti $2-ze meti weliwadSi, Seadgens $10-mln, maSin mocemulijgufis berketi toli iqneba:10 mln X $2 : $ 10 mln = 2sxva sityvebiT, TiToeul dolarze, romelic Cadebuli iyoreklamaSi da stimulirebaSi, am jgufis myidveli abrunebs ordolars sabolood. mogebis berketi ganisazRvreba, Tu zemoformulaSi gasaRebis zrda Seicvleba erT myidvelze mogebiszrdiT. Cveulebrivad, myidvelTa jgufi ganixileba rogorcmiznobrivi auditoria. mxolod maSin, roca misi mogebis berketiaRemateba 1-s. es niSnavs, rom efeqti sareklamo kampaniisaganaRemateba misi mowyobis xarjebs. magaliTidan, Cans, rom Tuwarmoebaze danaxarjebi metia $2-ze da erTeuli produqtisganawileba Seadgens $1, 1$ kuTri Rirebulebisa, reklama verainazRaurebs Tavis Tavs da mogeba nulis toli iqneba.rac ufro metia mogebis berketi, miT ufro meti myidvelTajgufi asrulebs miznobrivi auditoriis rols. TiToeuli xuTijgufi myidvelebisTvis unda ganisazRvros berketis sidide, daSemdeg aqedan gamomdinare, unda airCes pirveladi, an xelmeoremiznobrivi auditoria.menejeri irCevs ra miznobriv auditorias, iwyebs miznebisgansazRvras momxmarebelTa mimarT. miznobrivi qceva _ esmosalodneli qcevaa, romelic unda gaxdes sareklamo kampaniisSedegi. amas ewodeba namdvili qceva. miznobrivi qceva xuTi jgufismyidvelTaTvis damokidebulia imaze, Tu rogor yidvebzea saubari _sacdelze Tu ganmeorebiTze. myidvelTa xuTi jgufis miznobrivi126

qceva iyofa or etapad. pirveli _ sruldeba sacdeli yidvebi,meore _ ganmeorebiTi yidvebi. sacdeli yidvebis mizania TandaTanproduqtma daipyros bazari, rodesac axali sasaqonlo kategoriamsgavsia arsebulis, menejeris amocana martivdeba, radgan iseyrdnoba winamorbedis gamocdilebas. xolo, Tu axali produqtiarsebiTad gansxvavebulia yvela wina sxva kategoriebisgan,mimsgavseba maT mimarT gamoiwvevs dabneulobas. `sruliad axaliproduqtis~ menejeri ikvlevs myidvelTa gadawyvetilebas, romelicdafuZnebulia axali produqtis koncefciaze.xangrZlivi sargeblobis produqtebisaTvis arsebobsmravalricxo-vani raodenobrivi modelebi, rogoric aris bassas daxorskis modelebi, romlebsac SeuZliaT daexmaron menejerebsmiiRon sasurveli Sefasebebi, momxmareblebis damokidebulebiTaxali produqtebis mimarT.sacdeli yidvebis miznebi bevrad martivia, Tu axali savaWromarka Cndeba ukve arsebul savaWro kategoriaSi da arsebuli markaorientirebulia axal momxmarebelze. cnobilia axali markissacdeli yidvebis miznebis gansazRvris /Erenberg/ erenbergismeTodi. es meTodi gamosadegia nebismieri kategoriis produqtisada momsaxurebisaTvis, Tu mas yiduloben ganmeorebiT.erenbergis meTodi eyrdnoba im faqts, rom konkretuli savaWromarkis gayidva erTi wlis ganmavlobaSi tolia bazarzedamkvidrebuli maCveneblisa (sacdeli yidvebi Catarebuliapirvelad an ganmeorebiT) gamravlebuli ganmeorebiTi yidvebissaSualo sixSireze magaliTad, Tu saqonelis gasaRebis moculobaSeadgens 200 erTeuls weliwadSi, da saSualo marka SeiZinebaweliwadSi 4-jer, maSin aucilebelia Catardes minimum 200/4=50,sacdeli yidvebi mniSvnelovania, rom erenbergis meTodSigayidvebis moculoba warmoadgens SefasebiT sidides, romelic aseganisazRvreba: gairkveva bazris wili markis /brendis gamoCenisperiodSi bazarze da miRebuli sidide unda gadayvanili iqnessaqonlis gayidvis erTeulad. erenbergis meTodis ZiriTadi Rirseba127

mdgomareobs sacdeli yidvebis saWiro donis SefasebisSesaZleblobaze.damoukidebeli sacdeli yidvebis dros, menejerma yuradRebiTunda Seafasos axali produqtis winwawevisTvis iseTi meTodebiszegavlena, rogoric aris ufaso nimuSebi an specialuriCamofasebani. es RonisZiebani droebiT amcireben sacdeli yidvebisricxvs. mTavaria sacdeli yidvebi myidvelma Caatarosstimulirebis zegavlenis gareSe. rogorc wesi, sacdeli yidvebi 2,5-jer aRemateba bazarze markis damkvidrebis saboloo maCvenebels.kampaniebs xSirad aqvT swrafi yidvebis dauyovnebeliSesaZlebloba. sacdel yidvebs `mxars uWers~. reklama dastimulirebis RonisZiebani, aseve damatebiTi miznebi. sacdeliyidvebis garda savaWro markis warmateba umetes SemTxvevaSidamokidebulia ganmeorebiT. yidvebze, romelic ganisazRvrebamyidvelTa ricxviT bazarze da drois sixSiriT, roca ganmeorebiTyidvebs atareben. ganmeorebiTi yidvebi tardeba agreTveregularulad SeZenil produqtebze da momsaxurebaze. am drosgadamwyveti faqtori eniWeba savaWro markas. yvela tipis yidvebisdros, miznobrivi qceva ganisazRvreba myidvelTa ricxvisagan.5.3. Ddistribiutorebi rogorc miznobrivi auditoriadistributorebi (sabiTumo da sacalo gamyidvelebi) asevewarmo-adgenen miznobriv auditorias sacdeli da ganmeorebiTiyidvebisaTvis.distributorebis miznobrivi qceva analogiuria saboloomomxmareblisa, xdeba sacdeli da ganmeorebiTi yidvebis sxvadasxvaformebSi. qcevis modelis daxmarebiT, menejers TavisufladSeeZleba gansazRvros rogori qceva ufro misaRebia TiToeulkonkretul situaciaSi. garda amisa distributorebs aqvT sakuTari128

miznobrivi auditoria. isini ZiriTadad dainteresebulni ariansacdel da ganmeorebiT misvliT savaWro adgilebSi. amitomsavaWro firmebi maRaziis klientebs yofen loialur, axal daaramudmiv klientebad. distributorebis miznebi naTlad CansvaWrobis stimulirebisas.miznobrivi auditoriisa da miznobrivi qcevis arCevawarmoadgens dagegmvis meore stadias. pirvel etapze dgindebodasareklamo kampaniis marketinguli miznebi (ZiriTadad gasaRebissferoSi) da ganisazRvreba misi biujeti. axla menejerma undagadawyvitos, Tu vin warmoadgens firmisTvis ufro perspeqtiulmomxmarebels miznobriv bazarze da rogori qcevis miRwevaa saWiromisgan dagegmili kompaniis meSveobiT.imisaTvis, raTa ganvsazRvroT, Tu romeli momxmareblebifloben ufro met potencials gayidvis TvalsazrisiT,sasargebloa gadavxedoT "sakuTar" gasaRebas, rogorc saerTogasaRebaze damokidebulebis mocemul kategoriaSi da Cveni markiswarmatebas am kategoriaSi. produqtis markis potenciuri SeZenaSeuZliaT nebismier warmomadgenels Semdegi xuTi jgufidan: axali momxmareblebs, romlebic produqciis SeZeniT ecnobianmocemul kategorias; loialurebs, savaWro markis mimarT, romlebic regularuladyiduloben produqts;3. savaWro markis ara mudmiv momxmareblebs, romlebicyiduloben yvela firmis savaWro markas;4. sxva savaWro markis ara mudmiv momxmareblebs, romlebicyiduloben sxvisi da ara mxolod konkretuli savaWro markisproduqts;5. sxva savaWro markis mimarT loialur momxmareblebs,romlebic regularulad yiduleben sxvisi savaWro markisproduqts.savaWro markis loialur myidvelebze modis gayidvis ZiriTadi129

nawili, isini Seadgenen miznobrivi auditoriis ZiriTad nawils.gayidvis done SeiZleba gaizardos, axali momxmareblebismozidviT, sxva savaWro markis ara mudmivi momxmareblebis imaSidarwmunebiT, rom CarTon konkretuli samarko niSani TavianTkrebulSi an sxva markis mimarT loialurobebis gamoxatulebiT.axali momxmareblebi SeiZleba flobdnen an ar flobdnen karggasaRebiT potencials mocemul produqtze maTi gaTviTcnobierebisdoneze damokidebulebiT da gansakuTrebiT maT damokidebulebazeTviTon produqtis mimaT da ara ubralod savaWro niSnis mimarT;savaWro markis loialuri momxmareblebi, romlebic SeadgenenZiriTadi gayidvebis safuZvels, ukve maqsimalurad ariangaTviTcnobierebulebi konkretul niSanze da mis mimarT aqvTsasurveli azri. meores mxriv, isini ar floben did potencialsgasaRebis gazrdis TvalsazrisiT;savaWro niSnis ara mudmivi momxmareblebi zogjer yidulobenkonkretuli markis produqts da etyoba aqvT rogorc minimumzomierad sasurveli damokidebuleba, Tu ara da isini saerTod arSeiZendnen maT. Tumca maTi gaTviTcnobiereba SeiZleba Semcirdesdro da dro, rogorc Sedegi, isini ufro iSviaTad SeiZenen amproduqts.sxva svaWro markebis ara mudmivi momxmareblebi ar TvliansavaWro markas maT mier momxmarebelTan ricxvSi. amis mizeziSeiZleba iyos maTi gauTviTcnobiereba konkretul markaze.arsebobs aseve momxmareblebSi neitraluri an negatiuridamokidebuleba savaWro markis mimarT.sxva savaWro niSnis loialuri momxmareblebi Cveulebrivfloben gasaRebis dabal potencials, ise ramdenadac isinidakmayofilebulni arian sxva niSniT da amitom loialurebi arianmis mimarT. isini SeiZleba iyvnen an ar iyvnengaTviTcnobierebulebi am markaze da miuxedav imisa, rom maTi qcevaCans ufro saimedod im momxmareblebTan SedarebiT, romlebic armoixmaren mocemuli kategoriis saqonels, maTi damokidebuleba am130

niSnis mimarT neitraluria, xSirad ki uaryofiTi – maT yvelazenaklebad perspeqtiul myidvelebad Tvlian.gasaReba uzrunvelyofili xdeba CamoTvlili xuTi jgufidanZiriTadi erTi an ori myidvelis mier. es jgufebi urTierT argadaikveTeba da amomwuravad gansazRvraven potenciurmomxmarebels. gaTviTcnobiereba – urTierTdamokidebuleba – qceva,an savaWro niSnis mimarT loialoba – es aris midgoma auditoriisgansazRvrisaTvis sareklamo komunikaciis mimarT miznebis angasaRebis stimulirebis RonisZiebebisaTvis. Tumca zogierTSemTxvevaSi aucilebelia Catardes ufro dawvrilebiTi danawileba.sazogadoebasTan urTierToba gulisxmobs miznobrivauditoriasTan xelsayreli urTierTobebis damyarebas. am sferoSiwarmatebis misaRwevad, aucilebelia kargi urTierTobebisdamyareba ara sazogadoebasTan mTlianad, aramed miznobrivauditoriasTan. amasTan erTad, sxvadasxva miznobriv auditoriasTansakontaqtod saWiroa gansxvavebuli teqnologiebi.nebismieri organizacia Tavisi moRvaweobis dros kontaqtSiSedis xalxis mraval gansxvavebul jgufTan da imisaTvis, romorganizacia iyos warmatebuli, sazogadoebasTan urTierTobisSesaZleblobebis gamoyenebiT man unda aagos Tavisi urTierTobebiam jgufebTan.miznobrivi auditoria, romelTanac kontaqtSia organizacia,SeiZleba gaiyos or jgufad: Sida da gare.Sida auditorias miekuTvnebian organizaciis TanamSromlebi.msxvil organizaciebSi SeiZleba gamoiyos ramdenime qvejgufi: umaRlesi xelmZRvaneloba; topmenejmenti; saSualo rgolis xelmZRvanelebi; menejerebi; TanamSromlebis ojaxis wevrebi.bevr msxvil kompaniaSi TanamSromlebis ojaxis wevrebiganixileba rogorc Sida miznobrivi auditoriis mniSvnelovani131

nawili, romelTanac kargi urTierTobebis damyareba xels uwyobsxelsayreli samuSao atmosferos Seqmnas da korporaciuli sulisgaZlierebas.gare auditorias miekuTvneba: masobrivi informaciis saSualebebi; saqmiani sazogadoebriv-politikuri; gasarTobi; specializebuli da dargobrivi; produqtisa da momsaxurebis saboloo momxmareblebi.bolo jgufi iyofa qvejgufebad _ asakis, sqesis, ganaTlebis,Semosavlebisa da sxva maxasiaTeblebis mixedviT.saqmian partniorebSi igulisxmeba rogorc kontaqtebiorganizaciebis doneze, aseve piradi kontaqtebi menejerebs Soris.investorebi da saqmiani sazogadoebrioba. am jgufSi Sedianpotenciuri investorebi, saeqsperto da kvleviTi organizaciebi,saqmiani asociaciebi da sxv.sazogadoebrivi organizaciebia sazogadoebriviorganizaciebisa da fondebis mTeli speqtri, romlebTanackompanias aqvs urTierToba Tavisi komunikaciuri aqtiurobisprocesSi.saxelmwifo organoebia saxelmwifo institutebis(sakanonmdeblo, aRmasrulebeli, sasamarTlo) mTeli speqtri,romelTa gadawyvetilebebi uSualo gavlenas axdens organizaciissaqmianobaze an im sferoze, romelSic organizacia muSaobs.urTierTqmedeba miznobriv auditoriasTan SeiZleba iyospirdapiri an arapirdapiri, magaliTad, mis-is meSveobiT. amrigad,urTierTqmedebis principiT SeiZleba gamovyoT miznobriviauditoriis Semdegi tipebi:pirveladi auditoria, romelic warmoadgens aqtiurobis(momsaxurebisa da saqonlis momxmareblebi, investorebi da a.S.)saboloo obieqts.132

meoradi _ es masobrivi informaciis saSualebebia, romlebicgavlenas axdenen yvela danarCen auditoriaze, ayalibeben azrs,zegavlenas axdenen Sefasebaze da a.S.mesame _ azris liderebi gavlenas axdenen rogorc pirveladmiznobriv auditoriaze (mis-is meSveobiT), aseve uSualod mis-ze.amrigad, savsebiT logikuria gansakuTrebuli yuradReba mis-Tan urTierTobebis damyarebis TvalsazrisiT, imitom rom zustadmasobrivi informaciis saSualebebi TamaSobs gadamwyvet rolsurTierTobebis CamoyalibebaSi sxva miznobriv auditoriebTan.5.4. korporaciuli gzavnilimiznobriv auditoriasTan urTierToba unda aigos gansazRvrulpostulatebze, romelnic gansazRvravs, Tu ras warmoadgens Tavadorganizacia ama Tu im miznobrivi auditoriisaTvis. am sabazoinformacias ewodeba korporaciuli gzavnili da igi unda aisaxosorganizaciis yvela dokumentsa da mis mier Catarebul yvelaRonisZiebaSi, is unda gaxdes kompaniis saxis CamoyalibebisaTvissafuZveli TiToeuli miznobrivi auditoriisaTvis aucilebeliasakuTari korporaciuli gzavnilis formulireba, romelicmaqsimalurad gasagebad axsnida, Tu ras warmoadgens TviTonorganizacia da Camoayalibebda mis pozitiur saxes.korporaciuli gzavnili SeiZleba iyos Semdegnairi:organizaciis TanamSromlebis mimarT kompaniis warmateba pirdapiraris dakavSirebuli TiToeuli TanamSromlis wvlilTan. kompaniaciziarebs amas da zrunavs sakuTar TanamSromlebze, ayalibebs ragrZelvadian urTierTxelsayrel urTierTobebs mis-is mimarTsaqmians da sazogadoebriv-politikur urTierTobas. kompania ariserT-erTi lideri Tavis dargSi.specializebuli da dargobrivis mimarT kompania arisspecializebuli informaciis wyaro da eqsperti mTel rigdargebSi, amasTanave mzad aris, aqtiuri monawileoba miiRosdialogSi specializebul mis-Tan.133

produqtebisa da momsaxurebis bolo momxmareblebTan sakvanZoSetyobinebebi unda gansazRvravdes produqtisa da momsaxurebisfilosofias da potenciuri momxmareblis portrets.saqmian partniorebTan prioritetuli mniSvneloba aqvskompaniisa da misi partniorebis urTierTsargeblianobas,TanamSromlobis gaRrmavebisTvis, urTierTmoqmedebis axali, ufroefeqtiani da xelsayreli sqemebis wardgenisaTvis.investorebis da saqmiani sazogadoebis mimarT kompania arisRia da dinamikurad ganviTarebadi. izrdeba da mzad aris saqmianikontaqtebis gasafarToeblad. kompania aqtiurad monawileobssazogadoebriv cxovrebaSi. harmoniuli sazogadoebis Seqmnadamokidebulia TiToeul adamianze.kompania aris keTilsindisieri gadasaxadebis gadamxdeli daTvlis, rom aucilebelia daikavos sajaro pozicia qveynisekonomikuri ganviTarebis ZiriTad sakiTxebSi. saeqspertomxardaWera normatiuli aqtebis SemuSavebisas exeba organizaciismoRvaweobas.korporaciuli gzavnilebi pirobiTia, magram isini sruladasaxavs maTi formulirebis saerTo princips sxvadasxva miznobriviauditoriisaTvis.miznobrivi auditoriis ierarqia Ppiaris praqtikaSi xSiradwarmoSobs situaciebs, rodesac Ppiaris specialists ar SeuZliasxvadasxva mizezis gamo (ar aqvs dro, ar aris biujeti da a.S.)erTdroulad imuSaos yvela miznobriv auditoriasTan. amitomdamkvidrda iseTi cneba, rogoric aris miznobrivi auditoriisierarqia, romelic warmoadgens organizaciis yvela miznobriviauditoriis gansazRvrul ganlagebas mniSvnelobebis mixedviT.auditoriebis ganlageba mniSvnelobis mixedviT Zalian saWiroaPpiar menejmentis TvalsazrisiT, imitom rom es iZleva saSualebas,sworad ganalagos prioritetebi da ZiriTadi moRvaweobawarimarTos mTavari mimarTulebiT. magaliTad, aqtiuriganviTarebisa da damatebiTi saxsrebis mopovebis periodSi134

prioritetul mniSvnelobas iZens saqmiani mis da investorebi.amrigad, piaris moRvaweoba mimarTuli unda iyos am or jgufTanurTierTobebis ganmticebaze.komunikaciis ZiriTadi kanonebi. Ppiaris ZiriTadi amocanaa –Camoayalibos korporaciuli gzavnilebi da uzrunvelyos maTigadacema miznobrivi auditoriebisaTvis. misi warmatebuligadawyveta saSualebas iZleva pozitiuri gavlena moaxdinos imaze,Tu ra ecodinebaT organizaciis Sesaxeb, rogor imoqmedeben daganewyobian mis mimarT. amisaTvis iyeneben mTel rig praqtikul PRteqnologiebs,magram yvelaze ufro efeqturad Tavis saqmianobaSimaT gamoyenebas SeZleben PR-specialistebi, romlebsac warmodgenaaqvT komunikaciis ZiriTad kanonebze.urTierTqmedeba miznobriv auditoriasTan PR-moRvaweobisprocesSi SeiZleba xarisxobrivad ramdenime doneze xdebodes:miznobrivi auditoria gaecno romeliRac informacias. amasTanerTad, ucnobia, aTvisebulia Tu ara es informacia da rogoridamokidebuleba Camoyalibda mis mimarT. miznobrivi auditoriagaecno informacias da iziarebs misTvis mocemul Sefasebasemociur doneze, izrdeba imis albaToba, rom informaciadaamaxsovrdebaT. miznobrivi auditoria gaecno romeliRacinformacias, iziarebs micemul Sefasebas da mzad aris, imoqmedosorganizaciis interesebis sasargeblod. informaciis aRqmis jaWviam SemTxvevaSi gamoiyureba Semdegnairad: A ATTENTION – yuradReba.pirvel etapze saWiroa miznobrivi auditoriis yuradRebismipyroba; INTEREST – interesi. meore etapze saWiroa interesisgamowveva. DESIRE – survili. miznobrivi auditoria SeignebsmoTxovnilebas da warmoiSoba survili. ACTIVITY – moqmedeba. boloetapze gacnobierebuli survili gadadis moqmedebaSi.amrigad, sareklamo strategiis mTeli PmoRvaweoba warmoadgensiseT urTierTobas miznobriv auditoriebTan, romlis drosackomunikacia informaciis doneze TandaTan gadadis komunikaciamde135

moqmedebisTvis mzadyofnis doneze.sakomunikacio modeli komunikaciis procesi oTx ZiriTadelements moicavs wyaro _ organizacia, romelic avrcelebs informaciassakuTar Tavze. Setyobineba _ korporaciuli gzavnili _ ZiriTadi azri,romelsac organizacia ayalibebs miznobrivi auditoriisaTvis. mimRebi _ miznobrivi auditoria, romelic iRebskorporaciul gzavnils. adresati _ mimRebi SeiZleba TviTon iyos informaciis wyaro,rodesac uziarebs informacias Tavis naTesavebsa da nacnobebs. amarxs ewodeba `pirveli xelidan~.Setyobineba wyarodan mimRebamde gadasvlis dros gadisgardaqmis or etaps: kodirebis da dekodirebis. kodireba. korporaciuli gzavnilis gansazRvruli formiTgaformeba, romelic gasagebia miznobrivi auditoriisaTvis(presrelizi, preskonferencia, specialuri RonisZieba). dekodireba. (gaSifvra). kodirebuli korporaciuli gzavniligaixsneba (gaiSifreba) miznobrivi auditoriis mier. amasTan erTad,korporaciuli gzavnilis gaSifvris procesi midis stereotipebiszemoqmedebis qveS, romlebic arsebiT gavlenas axdens miznobriviauditoriis aRqmaze.aRqmis umniSvnelovanesi elementia stereotipebi. isiniayalibeben warmodgenas msoflioze da did zegavlenas axdenenimaze, Tu rogor aRiqmeba informacia, rasac iRebs miznobriviauditoria. amitom formulriebis da korporaciuli gzavnilisformirebis etapze informaciis kodireba unda moxdes ise, romgaTvaliswinebuli unda iyos yvelaze gavrcelebuli stereotipebi.amrigad, korporaciuli gzavnili miznobrivi auditoriis miergaSifvris Semdeg, asaxavs ZiriTad azrs, romlic organizaciassurs, miawodos sazogadoebas.136

lamazi, gemovnebiT gaformebuli PPmasalebi did ndobas iwvevs.specialuri RonisZieba, romelic tardeba cnobil adgilze, did yuradRebasiqcevs. cnobili brendebi, eqspertebisa da kvleviTi organizaciebisdamowmebuli mosazrebebi ndobas iwvevs informaciismimarT. yuradRebas iqcevs is organizaciebi, romlebic warmoadgensaxali ambebis wyaros da ar avrcelebs araaqtualur informacias.orientireba biznesis warmarTvis dasavlur teqnologiebze,urTierTobisa da qcevis wesebze zrdis ndobas organizaciismimarT.6. sareklamo kampaniis marketinguli miznebi dareklamis biujeti6.1. reklamis biujetis formirebareklama da gasaRebis stimulireba exmareba kompanias dasaxulimiznebis ganxorcielebaSi. marketingis saboloo mizania mogebismiReba, rogorc ekonomikuri, aseve socialuri TvalsazrisiT.mTavaria ganisazRvros mizani rogorc mimarTuleba, xoloamocana – konkretulad ganxorcielebuli drosa da sivrceSiqvemoT moyvanil cxrilSi . Mmocemul terminologiaSi Cans , romamocanebi warmoadgenen marTvis ufro zust instrumentebs.cxrili 8. gasaRebis stimulireba da dagegmarebis ZiriTaditerminebiterminebigansazRvrastrategiuli miznebis (saboloo Sedegebis) da strategiisdagegmva(saSualebebis) formulireba maTi ganxorcielebisaTvismizanisasurveli Sedegis mimarTuleba da saerToaRwerilobaamocanamizani, ufro konkretulad gamosaxuli damibmuli drosTan137

strategia moqmedebis gegma, romelic SedgebagansazRvru-li miznebisagan amocanebismxedvelobaSi miRebiTtaqtika strategiis calkeuli konkretulikomponentebi, romlebic aCveneben, Tu rogorganxorcieldes danrgva.roca SeuZlebelia amocanis formulireba an misi Sesrulebisxarisxis gazomva, saWiroa moqmedebis SezRudava. menejerebs Zalianexmareba mkafio miTiTebebi gasayidi moculobis gazrdaze.reklamis da gasaRebis stimulirebis saboloo mizani, iseverogorc biznesSi, damokidebulia maqsimalurad mogebis gazrdaze.swored es, mogebis miReba, warmoadgens efeqturobis eqvsi etapisbolo punqts.sareklamo biujeti ganisazRvreba dagegmili periodis(weliwadi) mixedviT. mas Semdeg, rac gansazRvruli iqneba reklamiskomunikaciebi da stimulireba, mocemuli biujeti SeiZlebaganawildes calkeul kampaniebis mixedviT. Biujeti warmoadgensmarketingis miznebis procesebis logikur daskvnas.reklamis biujetis gansazRvrisaTvis saWiroa, rom mogebagayidvisa da bazris wilidan ganixilebodes rogorc reklamis anstimulirebis konkretuli amocana. menejerma winaswar undagamoTvalos danaxarjebi momaval RonisZiebebze, romelTa sidideganisazRvreba wlis dasawyisSi. biujetis gansazRvra rTuliamocanaa. winaswar gamoiyeneba rekomendaciebi, meTodebi biujetissidids gamosaTvlelad. ganixileba ori meTodi: miznebis daamocanebis meTodi da saeqsporto meTodi.enejerma, romelic gegmavs reklamas unda gaiTvaliswinosSemdegi: ganszRvros sareklamo miznebze danaxarji ; gamoiyenos minimum ori meTodi;138

iujetis Sesrulebisadmi saWiroa moqnili midgoma.saerTo xarjebis Sefaseba.biujetiganisazRvreba mxolodSedgeba reklamaze daxarjuli saerTo xarjebiT (gamonakliswarmoadgenen is firmebi, romlebic Tavis produqcias yidiansasursaTo maRaziebis da afTiaqebis meSveobiT da tradiciuladupiratesobas aniWeben gasaRebis stimulirebas. asigneba – TanxisgaReba stimulirebaze daaxloebiT proporciuli unda iyosdagegmil bazris wilze, romelic modis gavrcelebis arxebSi.Semdeg menejeri gansazRvravs reklamaze gaweul xarjebsrekomendaciebis mxedvelobaSi miRebiT). mxolod SemdegganisazRvreba reklamaze daxarjuli saerTo Tanxa, romelSic SevaTanxa reklamis sxvadasxva saSualebebze da stimulirebaze.gamoyenebuli unda iqnas minimum ori meTodi. Tu erTisrulyofili ar iqneba, gamoiyeneba sxva. saboloo biujeti am orimeTodis Segnebuli Sejerebis safuZvelze dazustdeba.წinaswar unda ganisazRvros , Tu ramdeni dajdeba reklama.mTeli wlis ganmavlobaSi, reklamis savaraudo Tanxa bevrjeriqneba gaanalizebuli efeqturobis gaTvaliswinebiT.gaiTvaliswineba reklamis xarisxi, konkurentebis moqmedeba dakorporaciuli gadawyvetebi biujetis mimarT. garda amisa, SeiZlebabiujetis gazrda an Semcireba, roca reklamis RonisZiebebiefeqtiania an piriqiT SeiZleba saerTod biujetis SeCerebac. amitomamis gaTvaliswinebiT saWiroa saqmisadmi moqnili midgoma, radganpraqtikaSi wliuri biujeti xSirad aRiqmeba rogorc fiqsirebuli,ucvleli.sareklamo biujetis gansazRvrisaTvis arsebobs sxvadasxvameTodebi. ganvixiloT miznebis da amocanebis meTodi. es meTodiefuZneba myidvelis reaqcias, mas iyeneben msxvili reklamismimwodebeli firmebi.Ees meTodi moiTxovs:139

myidvelTa reaqciebis yvela stadiebis mkafiod gansazRvras daoperatiul kontrols (kontaqti reklamasTan informaciisdamuSaveba komunikaciis da markis pozicionirebis efeqtebi miznobrivi myidvelebis moqmedebani).am meTodis logika martivia. Tavdapirvelad unda gaeces pasuxikiTxvas, ramdeni kontaqtia (stadia 1) rogoria informaciisdamuSaveba (stadia 2) miRebis aucilebeli done, romelicuzrunvelyofs potenciur myidvelebis ricxvs efeqturikomunikaciebiT (stadia 3). maT Soris nawili iyidis (stadia 4) damiaRwevs gasaRebis anu gayidvis mizans.cxrili 9angariSis etapebi1. amocanis gansazRvra gasaRebismxriv (calobiT) weliwadSi.2. Sefasdes albaToba da tempiganmeorebiTi yidvebisaTvis,myidvelTa raodenoba, gayidvisaucilebeliamocanisSesasruleblad.3. Sefasdes, romeli nawiliagaTviTcnobierebuli reklamidanproduqtis Sesaxeb.4. Sefasdes, romel nawilshqonda sakmarisi kontaqtireklamasTan, rom gascnobodamis Sinaarss. ganisazRvrosramdeni momxmarebeli iyosakmarisikontaqtebisraodenobiT, romelmac miaRwiayidvis dones.5. Sefasdes ramdeni gancxadeba aris saWiro, rom miRebuli iqnessakmarisiraodenobamyidvelebisa.magaliTi4 mln cali.2 mln myidveli, amaTgan 1 mlniyidis erTxel, da 1 mlnganmeorebiT (albaTobaa 0,5)saSualod weliwadSi 3-jer.10 mln momxmarebeliagaTviTcnobi-erebulia, maTganmxolod 20% gasinjavsproduqts.20 mln momxmarebelma dainaxareklama efeqtiand, TugadasvliskoeficientigaTviTcnobierebis TanrigSitolia 0,520 gancxadeba sam JurnalSipirveli eqvsi Tvis ganmavlobaSiuzrunvelyofs 20 mlnmomxmarebels, romelsac nanaxi am SemTxvevaSi es aris `kontaqti~ (myidvelTa reaqciis pirveli stadia).140

6. gaangariSdes xarjebisareklamogancxadebebispublikaciebze.miiRebasareklamo biujetis samagaliToraodenoba.eqneba reklama 4-jer da ufrometjer. igulisxmeba, rommxolod erTi an 5 gancxadebidaniqneba wakiTxuli, e.i. gadasvliskoeficienti TanrigSi Seadgens0,2-s vinc naxa gancxadeba.600 aTasi dolari, Tu erTigancxadeba saSualod Rirs 30aTasi dolari: + 30 aTasiSeqmnaze + 15 aTasi dolarikvleva-Zieba. saboloo jamisareklamo biujetis Seadgens 645aTas dolars.cxrilSi mocemuli monacemebi mxolod magaliTia, gadasvliskoeficientebs aqvT ilustraciuli xasiaTi. praqtikaSi isini undagamoiTvalos da Sefasdes saTanadod. gadasvlis koeficientebiszustad gamoTvla Zalian rTulia, Tumca menejeri valdebuliahqondes es monacemebi, Tu unda rom reklama efeqturi iyos.savaldebulo ar aris eqsperti iyos reklamis specialisti.eqspertad gamodgeba nebismieri adamiani, vinc icnobs produqts dabazars. igi unda iyos firmis sxvadasxva ganyofilebiswarmomadgeneli. rac ufro eqlekturi iqneba Jiuri, SecdomebisdaSvebis albaToba ufro mcirea, xolo gasaSualebuli prognoziiqneba sakmaod zusti. eqspertebs unda hqondeT gayidvazezemoqmedebis ZiriTadi faqtorebis mokle sia.mecnierma l. lodiSma ( L.L. Lodish) mier SemuSavebulia reklamazedamokidebuli gayidvis proceduris Sefaseba. erTdroulad undaiyos ganxiluli Semdegi 5 SekiTxva da naxazi (11): rogoria gayidvis moculoba fulad gamosaxulebaSireklamaze mimdinare danaxarjebis doneze (markis gamagrebisTvis)?an: rogori iqneba gayidvis moculoba reklamaze danaxarjebis(axali markirebisaTvis) dros? rogori iqneba gayidvis moculoba reklamis nulovani141

moculobisas? rogori iqneboda gayidvis maqsimaluri moculoba, Tureklamaze SeiZleba rom daixarjos ganusazRvrelad bevri fuli,da ras gautoldeba es danaxarjebi? rogori iqneba gayidvis moculoba roca reklamis moculobatolia mimdinare danaxarjebis naxevarisa (an albaTobaze ufrometi) rogori iqneba gayidvis moculoba, roca reklamis moculobanaxevarze metia, vidre mimdinare (an albaT ufro meti)?Semdegi etapia saboloo biujetis sididis dadgena. Aaseveganixileba marketingis miznebi, romlebic markas wauyenes. Tudasaxulia gayidvis maqsimaluri gazrda, maSin biujetis sidideganisazRvreba vertikalur RerZze da Seesabameba gayidvis pirvelpiks. Tu mizania maqsimalurad mogeba. maSin Semdegnairadmoiqcevian. Tavdapirvelad ageben gayidvisa da sareklamo biujetsSoris damokidebulebas (fulad gamosaxulebaSi). Semdeg aklebenwarmoebis danaxarjebs (cvalebadi danaxarjebi X realizaciismoculobaze), yvela damatebiT mudmiv danaxarjebs (rogoric arisaxali fabrikis mSeneblobis xarjebi) da danaxarjebsreklamisaTvis. `SesaZlo mogebis mrudis~ ageba miuxvev-mouxvevladZalian rTulia. biujeti, romelic axdens mogebis maqsimizacias,umjobesia ganisazRvros zemoT aRwerili xerxiT.6.2. axali produqtis sareklamo biujetibiujetis gansazRvrisas, yvelaze rTulia, roca markawarmoadgens ucnob produqts. Tavis droze problema SeeqmnaTtelevizorebis, sakontaqto linzebis pirvel Semqmnelebs, sirTulemdgomareobda imaSi, rom ar arsebobda gamocdileba msgavsiproduqtebis gayidvis praqtika. meore problema ki imaSia, rom142

axali markis gamosvla bazarze da misi gadasvla simwifisstadiaSi, saWiroebs biujetis radikalur Secvlas da amasobaSiSeiZleba didi dro gavides. magaliTad, feradi televizorebipirvelad gamoCnda 1952 wels, xolo gayidvis piki daiwyo mxolod1961 wels; videomagnitofonebi gamoCnda 1972 wels da ar iyomoTxovna 80-iani wlebis dasawyisamde. yoveli siaxle xangrZlivisargeblobisTvis saWiroebs 12 wels, sanam isini gadavlenamaRlebis stadiaSi. da mainc Tu igeba ara xangrZlivvadiani,aramed wliuri biujeti, amocana martivdeba da gayidvebi ufrorealuri xdeba. yvela SemTxvevaSi biujetis sidide ganisazRvrebasubieqturad.miznebis da amocanebis meTodi yvelaze gamarTlebulivariantia axali saqonlis kategoriisaTvis. am meTodis upiratesobaimaSia, rom ramodenime TanmimdevrobiTi Sefasebidan, airCeva ufrozusti, vidre Tavidanve daiwyos misi prognozireba.Tu kategoria sruliad axalia, Sefasebis cdomileba SeiZlebaiyos mniSvnelovani. aucilebelia moewyos produqtebis testurigayidvebi da testuri reklama da maTze dayrdnobiT gakeTdesSemdgomi daskvnebi. aqve unda aRiniSnos, rom mxolod erTimeTodiT damoukidebeli gasaSualebuli prognozis mixedviTSeuZlebelia gadasvlis koeficientebis miReba. eqspertebigansazRvraven pirvel koeficients, Sedegebi gasaSualdeba, SemdeggansazRvraven meore koeficients da a.S. amitom rekomendirebuliagamoyenebuli iyos ori midgoma, miznebis da amocanebis meTodisSemdeg, damatebiT Catardes eqspertTa Sefasebis meTodi (gayidvebismrudis agebiT). msgavsi produqtebis gayidvis monacemebisuqonlobis gamo es meTodi iZleva saimedo Sedegebs. amitombiujetis ganszRvrisas prioriteti mieniWeba miznebis da amocanebismeTods.143

6.3.damkvidrebuli markis sareklamo biujetidamkvidrebuli markis sareklamo biujetis gansazRvra erTerTimniSvnelovania. amasTan es amocana ufro martivia, vidreaxali markis biujetis gansazRvra, radgan firmas ukve gaaCniasareklamo kampaniis gamocdileba. am markisaTvis sareklamobiujetisTvis gamoiyeneba ori meTodi:testuri reklama;statistikuri prognozireba;Sroeris praqtikuli meTodi.testuri reklama tardeba bazris realur pirobebSi, rocasaWiroa Sefasdes reklamis zegavlena damkvidrebuli markisgayidvisas. SeirCeva ramodenime msgavsi bazari da TviToeulmaTgans gamoeyofa sxvadasxva moculobis xarjebi reklamaze,romlebic damokidebulia saerTo biujetis eqsperimentalurisididisagan da SeiZleba iyos meti an naklebi gasuli wlismaCvenebelze. Semdeg Sedardeba testirebuli bazris gayidvisSedegebi. danaxarjebis done, romelic miiReba firmis mTlianigayidvebisas, gamoiyeneba mTeli bazris sareklamo biujetisdasadgenad.testirebis meTods aqvs upiratesobani da naklic. sworadCatarebuli testi iTvaliswinebs sabazro sxvadasxva faqtorebs,romlebic moqmedeben gayidvaze.miuxedavad imisa, rom testuri reklama warmoadgens sareklamodanaxarjebis yvelaze dasabuTebul Sefasebis xerxs. mas gaaCniaramodenime seriozuli nakli. Ppirveli, igi aris Zalian Zviri.xarisxiani testireba saWiroebs mravali bazris TanamSromlobassxvadasxva biujetiT, raTa gamoiricxos gareSe faqtorebiszegavlena.mxolod mcire kompaniebs aqvT amis saSualeba. Meore nakli144

aris is, rom, testebis Catareba Txoulobs drois daxarjvas: firmaunda elodos eqsperimentebis Sedegebs da mxolod SemdeggansazRvravs saerTo biujets. Sedegad iwyeba procesebis Semcireba.es iwvevs meTodis saimedobis Semcirebas. Kkonkurentebma SeiZlebaSecvalon sakuTari xarjebi da sxva marketinguli maxasiaTeblebi,daayenon eWvis qveS eqsperimentebis Sedegebi. adgilobrivi bazrebisganmasxvavebeli Taviseburebani praqtikulad yovelTvis arsebobsda garkveul gavlenas axdens, promlemas uqmnis TviT ideasdadgenil erTian biujets testur safuZvelze.damkvidrebuli markisTvis misaRebia (danaxarjebis mixedviT)testuri reklamis alternativa statistikuri prognozirebareklamasa da gasaRebis monacemebis safuZvelze. mocemulSemTxvevaSi danaxarjebi reklamaze da gasaRebis moculobautoldeba dros (Tve, kvartalebi an wlebi rom gamovlindesxanmokle da grZelvadiani efeqtebi). maT Soris urTierTkavSirisgamosaTvlelad gamoiyeneba statistikuri saSualebani (regresiulianalizi). damokidebulebis gamoTvlis da gayidvis gegmissafuZvelze momavalSi ganisazRvreba sareklamo biujetis sidide.statistikuri prognozirebis upiratesobaa yvela sxvafaqtorebis mxedvelobaSi miReba maTematikurad da araeqsperimentalurad. Tu es faqtorebi icvleba drois mixedviT,SeiZleba Catardes mravali regresiis analizi da damatebiTgaiTvaliswineba iseTi statistikuri maCveneblebi, rogoric arismagaliTad, bazris teritoriis dapyroba da fasebis done. saWiroagamoyenebuli iqnas iseTi regresiuli analizi, romlebiciTvaliswineben winaperiodis monacemebs.statistikur prognozirebas aqvs sami mTavari nakli.meTodi gamosadegia mxolod bazarze kargad damkvidrebulimarkisTvis. rasakvirvelia, axal markebs ar eqnebaT istoriulimonacemebi prognozirebis asagebad. meTodi (SesaZloa, SecdomiT) gulisxmobs procesis145

uwyvetobas: gasuli periodis pirobebi gadadis momavalze, e.i.urTierTkavSiri reklamaze danaxarjebsa da gayidvebs Sorisucvlelia. es sakmaod sarisko winadadebaa, radgan Tu bazariicvleba, mudmivad Cndeba axali markebi, xolo Zveli qreba.amrigad, regresiuli analizis Sedegebi SeiZleba da saWiroadakoreqtirdes mosalodneli sabazro pirobebis cvlilebebTan.meTodi saWiroebs statistikis Rrma codnas, rac warmoadgenssirTules.amrigad, testuri reklama da statistikuri prognozirebazusti, magram rTuli meTodia damkvidrebuli markebis biujetissididis gansazRvrisaTvis. rekomendirebulia maTi danergvamxolod im SemTxvevaSi, Tu menejerebi Zalian kargad erkvevianstatistikaSi. sareklamo biujetis damkvidrebuli markisaTvisiSviaTad aris sruliad uSecdomo da SeiZleba misi koreqtirebasareklamo kampaniis msvlelobisas.Sroeris(Schroer) axali meTodi logikuria da SesaZlebeliamisi gamoyeneba damkvidrebuli markebis biujetisTvis.Sroeris meTodi gulisxmobs, rom produqtma miaRwia simwifisstadias Tavis sasicocxlo ciklSi, e.i. moTxovna ar izrdeba, daamitomac erTaderTi SesaZlo mizani am markis rCeba bazris wilisgazrda (anu mogebis zrda). aRniSnuli procedura ase gamoiyureba:biujeti unda dadgindes ara saerTo nacionaluri, aramedlokaluri masStabiT, TiToeuli bazrisTvis cal-calke.(`lokaluri~ niSnavs `geografiulad gancalkevebuls~. Tumcagayofa calkeul bazrebad SeiZleba ufro zedmiwevniT. Tuaris SesaZlebeli gasvla TviToeul segmentze Tavisisareklamo winadadebiT).TiToeul lokalur bazarze Seswavlili unda iyos oriaspeqti: a)ZiriTadi konkurentis da bazris wili; b) markiswili lokalur bazarze da firmis adgili am bazarze (aris146

Tu ara is lideri, an `eweva Tu ara liders~).Tu konkurentis wili ufro dabalia mis sabazro wilze, esniSnavs, rom markas aqvs Setevis SesaZlebloba (SesaZlebeliaaseTi SemTxvevac, roca markam unda SeinarCunos udidesi wilibazarze. am SemTxvevaSi firma mzad unda iyosmsxvilmasStabiani xarjebis gazrdisTvis 12 an ufro metiTveebis manZilze. 20-30% xarjebis gazrda Seesabameba xmebisgazrdas konkurentebTan SedarebiT. saerTod es SeadgensdaaxloebiT mocemuli bazris ZiriTadi konkurentis orsareklamo biujets. danarCen bazrebze Semoinaxeba dacviTi strategia, romelicsaWiroebs firmis xarjebis konkurentis xarjebTanSesabamisobas, an moiZebnos iseTi adgili, rac Txoulobsxarjebis Semcirebas.Sroeris meTodis warmatebis gasaRebi aris _ koncentracialokalur bazrebze.amrigad, ganxiluli biujetis gansazRvris ramodenime meTodisxvadasxva situaciebisaTvis, Tavmoyrilia cxrilSi (cxr. 10).cxrili 10. sareklamo biujetis gansazRvrisrekomendirebuli meTodebisituaciaaxalisasaqonlokategoriiswardgenaukve arsebulisasaqonlokategoriisaxali markaZiriTadi meTodimiznebisdaamocanebis meTodi(testuri reklamismonacemebiT dasaeqsperto SefasebiTmiznebis da reklamismeTodi (testurireklamis monacemebiTdaeqs-pertebisSefasebebi dgp)damatebiTisakontrolomeTodebimeTodi dgp IAF/5QpekhemismeTodi/rigiTiSesvlis principian147

arsebul kategoriaSidamkvidrebulimarkaSroeris meTodi (Tumarkaiyidebaramodenime regionSi;winaaRmdeg Sem-TxvevaSi miznebis daamocanebis meToditesturi reklama:statis-tikuriprognozireba; me-Todi dgp IAF/5Qreklamis xarjebis xarisxi damokidebulia reklamissaSualebis sworad SerCevaze. xarisxis dros saWiroa myidvelisreaqciis yvela stadiebis mxedvelobaSi miReba. (kontaqtebisxarisxi, sareklamo informaciis damuSavebis koreqtuloba,komunikaciis efeqtebis miRweva da markis pozicionireba,miznobrivi auditoriis koncentracia saWiro qmedebebisTvis).sareklamo biujetis dagegmvisas, menejeris amocanaagansazRvros sawyisi sareklamo biujeti. sareklamo komunikaciebisxarisxi da stimulirebis RonisZiebebi damokidebulia gasaRebissaSualebebis strategiis SerCevasa da SemoqmedebiT strategiebze.biujeti xSirad icvleba gasaRebis saxsrebis SerCevis faqtiurixarisxisagan da faqtiuri SemoqmedebiT potencialze damokidebuli.menejerma unda akontrolos kompania da gzadagza gadawyvitosramdeni fulia saWiroa sawyisi biujetisTvis.6.4.reklamis biujetis dadgenis 4 meTodiSesaZleblobebis meTodi, gayidvebis procentis meTodi,konkurenciuli paritetis meTodi da miznisa da amocanis meTodi.1. SesaZleblobebis meTodi./Affordable method/ kompaniebisgarkveuli nawili iyenebs. SesaZleblobebis meTods, anumastimulirebeli RonisZiebaTa biujeti dgeba kompaniismenejmentisaTvis misaRebi SesaZleblobebis Sesabamisad. Pproduqtisstimulirebaze gamoyofen im moculobiT Tanxas, romlis148

gamoyofac, maTi azriT SeuZliaT. firmis xarjebis yvela muxlidanreklamis xarjebs aqvs yvelaze dabali prioriteti im SemTxvevaSicki, rodesac reklama warmoadgens firmis mier warmatebis miRwevisgadamwyvet faqtors. amas mivyavarT winsvlaze gaweuli xarjebisganusazRvrel wliur biujetamde, vinaidan Zneldeba sabazrosaqmianobisTvis grZelvadiani dagegmva. samwuxarod es meTodireklamas xarjviT prioritetebis yvelaze bolo rigSi ayenebs.es kiarTulebs grZelvadian dagegmvas.2. gayidvebis procentis meTodi/Percentage-of-sales method/stimulirebis biujets adgenen mimdinare anu prognozirebadigayidvebis procentis mixedviT. Aam meTodis plusi missimartiveSia.is exmareba menejments gaanalizos ra urTierTdamokidebulebaarsebobs stimulirebis danaxrjs, gasayid fassa da erTeulproduqtze mogebas Soris.Eam meTodis nakli mdgomareobs imaSi, rom is gayidvasganixilavs ara rogroc stomulirebis Sedegs, aramedstimulirebis mizezs, rac arasaworia. es meTodi ar iZlevasaSualebas, rom dadgindes ramdeni procenti aris optimaluri.3. konkurentuli paritetis meTodi (Competitive- parity method).zogierTi kompania iyenebs `konkurentuli paritetis~ meTods,adgens ra konkurentebis winsvlis biujetis xarjebis odenobas.isini Tvalyurs adevneben konkurentTa reklamas an afasebenTavianT dargSi reklamaze gaweul saSualo xarjebs, iyenebensxvadasxva beWdviT wyaroebs, an sxvadasxva organizaciebispublikaciebs, xolo Semdeg saSualo xarjebis gamoangariSebidangamomdinare gegmaven TavianT biujets.am meTodis mxardasaWerad SeiZleba moviyvanoT ori mosazreba.jer erTi, konkurentebis xarjebis done asaxavs dargis mravalikompaniis Tvalsazriss. meorec, Tvlian, rom xarjebis erTnairidone gvexmareba winsvlis sferoSi mwvave konkurenciis Tavidan149

acilebaSi. magram arcerTi mosazreba ar aris sakmaoddamajerebeli. mcire safuZvelic ar arsebobs imisaTvis vifiqroT,rom konkurentebs SeuZliaT kompaniis xarjebis saWiro odenobaufro ukeTesad Seafason, vidre TviT kompanias. kompaniebi Zalzegansxvavdebian erTmaneTisagan da TiToeuls Tavisi produqciiswinsvlis xarjebis gansakuTrebuli muxlebi aqvs da bolos,araviTari mtkicebulebebi ar arsebobs imisa, rom konkretuliparitetis principiT Camoyalibebuli biujetebi winsvlis sferoSiabrkolebdes mwvave konkurentul brZolas.4. miznis da amocanis meTodebi (Objective-and-task method)yvelaze logikuria miznebidan da amocanebidan gamomdinaregamoangariSebis meTodi, radgan kompaniebi biujetis sididesadgenen imis safuZvelze, winsvlis saSualebiT Tu ris miRwevasurT maT. es meTodi moicavs:stimulirebis konkretuli miznis SemuSaveba;amocanebis gansazRvras romlebic unda Sesruldes am miznebismisaRwevad; amocanebis Sesrulebaze gasawevi xarjebis Sefasebas. amxarjebis odenoba Seadgens stimulirebis biujets.es meTodi gvaZlevs CamovayaliboT mosazreba fulad xarjebsada wstimulirebis Sedegs Soris urTierTkavSiris Sesaxeb. magramamave dros prestiJuli gamoyenebisas es yvelaze rTuli meTodia.Zalian rTulia gairkves ra Tanxa unda daixarjos reklamaze.rogoria is ukugeba, romelsac kompania elodeba danaxarjebisSedegad?150

7. PR da korporatiuli reklama7.1. sazogadoebasTan urTierTobebis rolikompaniebi dakavSirebulia sxvadasxva sazogadoebriv jgufebTanda ayalibeben maTTan mianmimarTul komunikaciur urTierTobebs.reklamebis saSualebiT awyoben kompaniis an sxva savaWro markisprezentaciebs. firmis imijis formireba da sazogadoebasTanurTierToba _ PR kavSirebi unda Catardes SeTanxmebulad daamitomac am miznisTvis gamoiyeneba komunikaciis integrirebulimeTodi.firmis saxe warmoadgens kompaniis vizualur mxares(dasaxeleba, logotipi, yovelwliuri angariSebi, TanamSromelTauniformebi, transportiT reklamis matareblebi da suvenirebis,SefuTvebis da sxva vizualuri simboloebi). firmis saxe winaswarigegmeba. vizualuri stimulisaTvis gamoiyeneba ori universalurikomunikaciebis efeqti:kompaniis cnobadobis done;kompaniis korporaciuli imijis asaxva.151

damokidebuleba ganixileba imisada mixedviT, Tu rogorireputacia aqvs kompanias sazogadoebaSi, rogoria damokidebulebamis mimarT. kompaniis saxe Sedgeba sxvadasxva vizualurisimboloebisgan, xolo misdami damokidebuleba gamoixatebakompaniisadmi sapasuxo komunikaciuri efeqtebis gamovleniT.kompaniis sasurveli saxiT warmoCena firmis profesionalurisaqmianobis Sedegia. upirvelesad unda SeirCes firmis saxeli dalogotipi, Semdeg axali nimuSi vrceldeba vizualuri atributebissaxiT, produqtis CaTvliT, ibeWdeba angariSebi, sakancelarionivTebi, iqmneba uniformebi TanamSromlebisaTvis, transporti daSefuTva.nebismieri kompaniis saxis Seqmna sareklamo komunikaciebiTwarmoadgens mniSvnelovan formas. amasTan rekomendirebuliasituaciis yovelmxrivi analizi da Semdeg dizainis analiziprofesiuli damoukidebeli PR organizaciebis mowveviT.sazogadoebasTan urTierTobis _ (Public Relation) PR kavSirebisdamyareba emsaxureba miznebs keTilganwyobili urTierTobisaTvissxvadasxva auditoriis mimarT, romelic ar aris dakavSirebulifirmis komerciul garigebasTan. firmis imijis reklama anreklamis forma, an sponsorobis saqmianobis gaZlierebis reklama,rogorc firmis mier aris organizebuli _ amas emsaxurebafablisiti.(Ppublicity –sajarooba)piari (PR) farTo gagebiT firmis yvela TanamSromlispasuxismgeblobas gulisxmobs. sazogadoebasTan urTierToba _ PPRavrcelebs mimarTvis Semdeg ZiriTad Temas:firmis zogadad, aseve sazogadoebrivad sasargeblo saqmianobisSesaxeb;produqciis reklamas: cnobebs axali produqtebis da kvleviTsamuSaoebze danaxarjebis Sesaxeb;personalis Sesaxeb reklamas: axali daniSvnebi, samsaxurebriviwin waweva, TanamSromelTa miRwevebis Sesaxeb.152

gansakuTrebuli yuradReba eTmoba menejmentis problemebs,romelic exeba firmis interesebs, rogor reagirebs kompaniagauTvaliswinebel mdgomareobebze (e.w. “krizisul menejmenti”). imk programis mxardaWera: urTierToba sazogadoebasTan _ PPRdakavSirebuli finansur RonisZiebebTan. rogoric aris axalisaxis produqciis gaSveba an stimulirebisaTvis aucilebelikampaniebis Catareba.P PR menejerebi miznobrivi auditoriebisaTvis atarebensxvadsxva RonisZiebas masobrivi informaciis saSualebiT dagadascemen eTeris saSualebiT firmis mimarTvas. esenia:sainformacio biulitenebi;gancxadebebi presisTvis – saerTo nacionaluri, adgilobrivian specializirebuli mis-iT (rogorc wesi, eleqtronuli mis-Tvis da werilobiTi mimarTvebi dabeWdili mis-Tvis, 3-4 wuTianivideo Canawerebi); statiebi avtoris miTiTebiT – sareklamodan specialur,dabeWdil teqnikur JurnalebSi.pres-konferenciebi (an interviuebi);firmis warmomadgenlis gamosvla sajaro dawesebulebebSi;Ria karis dRis mowyoba;RonisZiebebze mowveva firmis mxardasaWerad; araformaluri Sexvedrebis organizacia; 10 internetSisakuTari gverdis Seqmna.PR-is istoria ukavSirdeba edvard bernaizs,, romeliciTvleba piaris erTerT pionerad. man jer kidev me-20 saukunisdasawyisSi sworad gansazRvra opiaris amocana: produqts undaaqebdes ara mwarmoebeli da gamyidveli, aramed viRac sxva. MmisiazriT is vinc SesZlebda imijis gayidvas,didi mniSvneloba qondakompaniisaTvis. AaRniSnul saqmianobas ewoda Public Relations, ubraloebisaTvisPR, xolo adamians , romelic dakavebuli iyo am153

saqmianobiT ewoda piarmeni. dRes misi mimdevrebi upiratesobas ani-Weben termins `spin-doqtori~, romelic warmodgeba sityvidan spin(brunva). spin-doqtorebs yovlisSemZleebad Tvlidnen isini atrialebenfaqtebs sasurveli rakursiT wyalobiT da qmnidnenpozitiur imijs konkretuli produqtisa da momsaxurebis mimarT.PR is RonisZiebani, maT Soris socialuri an araformaluri,zegavlenas axdenen firmis saxis CamoyalibebaSi miuxedavadmimarTvis arsebobisa.amrigad, P PR -is RonisZiebani mowodebulia imisken, romzegavlena moaxdinos firmaze miznobrivi auditoriisdamokidebulebaze. Cveulebriv, maTi amocanaa kompaniis mimarTSeqmnan, SinarCunon dadebiTi urTierTobebi. Tumca isini SeiZlebagamoyenebuli iqnas firmis imijis dasacavad krizisuli menejmentispirobebSi.firmas esaWiroeba Tavisi imijis Seqmna “problemurpropagandistuli”reklamiT.. firmebma, romlebic qmnian Tavis imijsunda gaiTvaliswinon ori mniSvnelovani faqtori:gayidvis xangrlivobis cikli; kompaniis saxelis damTxveva mis gasayid markasTan.firmis imijis reklamas yovelTvis aqvs ori ZiriTadikomunikaciuri miznebi savaWro markis da misdami damokidebulebisSesaxeb saqmeSi Caxedulebis mixedviT. Tumca SeiZleba iyos mesamec_ yidvis gadawyvetilebis miReba, Tu damokidebuleba markisadmixasiaTdeba udidesi CabmiT (aq firmis da savaWro markis cnebaswarmoadgenen sinonimebi).firmis imijis reklamis sami mTavari mizania:firmis saxelis popularizacia; pozitiuri damokidebulebis Seqmna kompaniisadmi;kompaniis produqtebis da momsaxurebis Cveulebrivi reklamaSeiZleba iyos sxva RonisZiebebiT reklamasTan miaxlovebuli,rogoric aris sponsoruli saqmianoba, SemTxveviT movlenaTa154

marketingiT (finansuri mxardaWera) da organizaciis “fablisiti”(reportaJebis momzadeba sajaroobis uzrunvelsayofad. ).informaciuli reklama gamiznulia faqtebis SetyobinebasTanda ara saqonlis gasaRebasTan.7.2. PR-sa da reklamas Soris gansxvavebareklamis mTavari amocanaa momxarebelTa faseulobebis gazrda,produqtis Sesaxeb gaTviTcnobiereba da misi SeZenis motivaciisSeqmna PR specialistis saboloo mizans warmoadgens komunikaciadainteresebul pirebTan da organizaciis imijisa da reputaciismarTva. marketingul komunikaciebTan integrirebul midgomisTvalsazrisiT P PR da reklama unda avsebdnen erTmaneTs, radganacreklama gamiznulia produqtisa da kompaniis popularizaciisTvis.mraval kompaniaSi reklama da PPR asruleben gansxvavebul,erTmaneTTan arakoordinirebul fuqnciebs. es xdeba nawilobrivSeqmnili tradiciebis, nawilobriv ki P PR da reklamirebis mierSesasrulebel funqciebSi gansxvavebaTa gamo. tradiciulad PR -issaqmianoba P reklamisagan iyo gamoyofili, rasac ganapirobebdasazogadoebasTan uSualo kavSirs. Aam dargSi momuSave adamianebixSirad YJurnalistebi arian, romelTac marketingsa da reklamaSigarkveuli momzadeba gaaCniaT. PPR-is funqciebi kompaniaTaumravlesobaSi sruldeba or doneze.erT doneze muSaoba teqnikuri personali, romelic werspresrelizebs da uSvebs broSurebsa da sareklamo furclebs; meore doneze PRmrCeveli umaRles xelmZRvanelobas aZlevsrekomendaciebs sazogadoebrivi azris Seqmnisa damosalodneli zemoqmedebis Sesaxeb.radganac PPR-s ver ganvixilavT mogebis amoRebis pirdapirsaSualebad da arsebobs am saqmianobis efeqtianobis Sefasebis155

problema, reklamaSi momuSave specialistebi zogjer uxalisodrTaven PPR-s Tavis gegmaSi. xolo PR-is dasamyareblad angayidvebis specialistebTan es gansxvavebuli orientacia SeiZlebagaxdes kompaniis sakomunikacio saqmianobaSi SeuTanxmeblobismizezi.PR da reklama gansxvavdebian amocanebis gadawyvetis damasmediis gamoyenebis xerxebiT, Setyobinebis gadacemis kontrolisSesaZleblo-biTa da damajereblobiT.PPR-specialistebi masobrivi informaciis saSualebebTanmuSaobas udgebian gansxvavebulad, vidre reklamis specialistebi.PR-specialistebi SeZlebisdagvarad Tavs arideben Setyobinebisgadasacemad droisa da farTis yidvas, isini cdiloben daarwmunonavtorebi, prodiuserebi, redaqtorebi, Toq Sous koordinatorebida komentatorebi kompaniis Sesaxeb informaciis gamoyenebisaucilebelobaSi. P PR -is am saxeobas ewodeba fablisiTi daxasiaTdeba imiT, rom is ufasoa, radganac kompanias ar ekisrebapirdapiri xarji masobrivi informaciis saSualebebisaTvis.arsebobs mxolod arapirdapiri xarji, rac magaliTad, masalebismomzadebas sWirdeba.maSin, rodesac PR-isaTvis gamoiyeneba masobrivi informaciisfasiani saSualebebi, Setyobinebas aqvs zogadi xasiaTi anfokusirdeba organizaciaze produqtis gayidvis umniSvnelomcdelobiT (an saerTod mis gareSe) da romlis mizaniaorganizaciis sazogadoebrivi damokidebulebis Secvla.miCneulia, rom reklama ufro dakavSirebulia mogebasTan. PPRspecialistiki mindobilia masobrivi informaciis saSualebisspecialists. ar arsebobs araviTari garantia imis Sesaxeb, romsasurveli informacia ise iqneba warmodgenili, rogorc iyogamiznuli. reklama fasiania. amitom arsebobs imis garantia, romSetyobineba iqneba zusti da gamoCndeba ganrigis mixedviT.aseve problema aris PPR-is Sedegis gazomvis sirTuleSi.156

sazogadoebrivi azris Secvlas SesaZloa Tveebi an wlebic kidasWirdes. garda amisa, Znelia zustad gaizomos is komponentebi,romlebisganac Sedgeba sazogadoebrivi azri.warmatebuli PPR-mcdelobebi iwvevs ndobas, rasac yovelTvisver aRwevs reklama. Tomas parisi(Th. Harris) wignSi`sazogadoebriobasTan kavSirebis faseuloba~ (Value-Added PublicRelation) aRniSnavs, rom dRevandelma gamocdilma da skeptikuradganwyobilma myidvelebma ician imis garCeva informacias awvdian Tucdiloben ramis miyidvas. igi aRniSnavs, rom PR aZlierebsmarketingisadmi ndobas, radganac PR marketinguli komunikaciebiserTaderTi instrumentia, romelic gankuTvnilia informaciisgavrcelebisaTvis da ara vaWrobisaTvis.eqspertebis azriT, momxmareblebi ufro endobian masobriviinformaciis saSualebebs, vidre reklamas. momxmarebelTa qcevis amtendenciam miiRo mesame piris mier savaraudo dadasturebisfaqtoris saxelwodeba. magaliTad, orwuTiani popularuliistoria medicinaSi Eli-Lilly-s axal miRwevaTa Sesaxeb Evening News- SimomxmareblisaTvis bevrad ufro sandoa, vidre Eli-Lilly-s beWdurireklama.damatebiTi sandoobis faqtors warmoadgens masobriviinformaciis saSualebaTa mier wardgenili informaciis raodenoba,romelic SeiZleba rva gverdamde ikavebdes, maSin, rodesacbeWdviTi reklama saSualod moicavs 100 sityvas da bolos PPR-isada reklamis gansxvaveba imaSia, rom PPR zemoqmedeba droSigawelilia, reklama amaxvilebs momxarebelTa yuradRebassasaqonlo markasTan dakavSirebiT mokle periodSi.produqtis propaganda erTaderTi sferoa, sadac gadaikveTebareklama da PPR. imis demonstrireba, Tu rogor SeuZlia P PR -s,reklamasTan TanamSromlobiT imuSaos rogorc marketinguliprogramis nawilma. Tom parisi da particia volini (Thomas L. Harris,Patricia Wallen) avtorebi wignisa `sazogadoebriobasTan kavSirebis157

saxelmZRvanelo bazris monawileTaTvis~ (`The Marketer’Guide to PublicRelations~) aRniSnaven, rom produqtisa da momsaxurebis propagandaaris PPR-is yvelaze swrafad mzardi dargi da gansazRvravs mas,rogorc programaTa dagegmvis, realizebisa da Sefasebis process,romlebic astimulireben yidvas da momxmarebelTa dakmayofilebassarwmuno informaciisa da STabeWdilebebis gadacemis gziT. AamSemTxvevaSi kompaniebi da maT produqtebi identuria momxmarebelTamoTxovnilebebTan da interesebTan.Ppiaris gansazRvra ufro zogadi gansazRvrebisgangansxvavdeba imiT, rom masSi gakeTebulia aqcenti momxmarebelsa dagasaRebaze. am ori gansazRvrebis msgavseba imaSia, rom orive implatformis damyarebis aucileblobaze metyvelebs, romlissafuZvels warmoadgens sandooba. _ e.i. is, rac Seaqvs PPR-smarketingSi da rac PPR-is udidesi Zala marketingulkomunikaciaTa programaSi.PRsaqmianobis saxeobebi ar unda ewinaaRmdegebodesorganizaciisa da sazogadoebriv interesebs, vinaidan is emsaxurebaerTsac da meoresac. sazogadoebis interesebi gamoixatebasazogadoebis azrSi.7.3. PR-sMmenejmentis problemebisazogadoebrivi urTierToba aris xelovneba da mecnierebaharmoniis misaRwevad, urTierTgagebis saSualeba, romelicdafuZnebulia simarTleze da srul informirebaze. Mmasreklamisgan gansxvavebiT ar aqvs zustad gamoxatuli dafinansebiswyaroebi. magram ndoba mis mimarT ufro didia, vidre reklamisadmi.sazogadoebasTan kavSirSi termini `sazogadoebrioba~tradiciulad gamoiyeneboda nebismieri jgufis aRsawerad, romelicraimeTi iyo dakavSirebuli organizaciebTan, klientebis,158

momsaxurebis, konkurentebis, samTavrobo maregulirebeliorganoebisa da momxmarebelTa jgufebiT. sazogadoebisaRmniSvneli sxva terminia _ dainteresebuli pirebi, saerTointereseis mqone adamianTa jgufebi, romlebic axdenen an SeuZliaTmoaxdinon zegavlena organizaciis warmatebaze. maT SeuZliaTwarmatebuli gaxadon organizaciis an markis saqmianoba.sazogadoebriv sakiTxTa programebi gulisxmoben sazogadoebriviazris monitorings im problemebze, romlebic umTavresiaorganizaciis interesebisaTvis da am problemebis SesaxebsazogadoebasTan kavSirebis mxardamWer programebis ganviTarebas.sazogadoebrivi azri gansazRvravs ras fiqroben adamianebi _ganisazRvreba rogorc `darwmunebuloba, dafuZnebulia aramxoldo faqtebze, aramed movlenis, adamianis, institutis ansaqonlis aRqmaze an Sefasebaze.PPPR saagentoebis klientebs SeuZliaT gamoiyenon maTi unariSeafason sazogadoebrivi azri, magram maT urCevniaT daeyrdnonCatarebul gamokiTxvaTa Sedegebs. daniel iankeloviCi(DanielIankelovich) profesionali sazogadoebrivi azris SefasebaSi. TaviswignSi `mosalodneli sazogadoebrivi azri~ (Comigng to PublicJudgement) hyveba imis Sesaxeb, rom sazogadoebrivi azriganviTarebis procesSi gaivlis Svid stadias da sanam ar ariscnobili stadia, romelzedac is imyofeba. gamokiTxvaTa cifrebiCveulebriv aRiqmeba arasworad. metic, sazogadoebrivi azrisakiTxTa umravlesobis Sesaxeb iqmneba nela _ rTulisakiTxisaTvis es sul cota aTi welia. es Svidi stadia Semdegia:problemis Sesaxeb naklebi gaTviTcnobiereba am stadiazeadamianTa umravlesoba ar icnobs specifikur sakiTxebs daproblemasTan dakavSirebiT SesaZlebelia gamoixatoskategoriuli, magram aramyari azrebi. problemis aqtualobis gaanalizeba adamianebi Seigneben159

problemis mniSvnelobas,arCevanis gaCena saSualeba eqmnebaT airCion maTvis sasurveliqmedeba;sasurvelis gasaReba realurad am stadiaze adamianeba unda,gaacnobieron, Tu ratom gadawyviton miiRon esa Tu isgadawyvetileba;alternativebis SerCeva sapasuxismgeblo gadawyvetilebebis miReba emociuri aRqmisa damoraluri principebis safuZvelze.inteleqtualurigadawyvetilebis miReba adamianebisagan moiTxovs bundovaniazrebis garkvevas, winaaRmdegobaTa daZlevas, SekavSirebulifaqtebisa da axali realiebis ganxilvas.sazogadoebrivi programebi konkretuli problemebis mimarTsazogadoebrivi azris gagebaze agebulia, romlebic TamaSobengadamwyvet rols organizaciebisaTvis. mag. ganaTleba da garemo.sazogadoebriv azrze zegavlenis moxdenis mcdelobebis gamo,sazogadoebrivi moRvaweoba moicavs programebsa da informacias,romlebic ukavSirdeba mTavrobasTan urTierTobas da agreTvelobirebas. aqtiur jgufebTan urTierTobis marTva internetisgavrcelebasTan erTad gaxda ufro aqtualuri, rac uzrunvelyofsqselSi saerTaSoriso komunkaciebs sxvadasxva Tvalsazrisis mqonejgufebisaTvis.PR mrCevelebis mniSvnelovani roli warmoadgens problemurimenejmentis ganxorcielebas, romelic sazogadoebrivi azrisformirebaSi kompaniebisa da umaRlesi xelmZRvanelobisaTvisgulisxmobs konsultaciebs. piaris mrCevlebi utarebenkonsultaciebs did kompaniebs, romelTac sWirdebaTsazogadoebrivi azris monitoringi. mag. avtomobilebismwarmoeblebsa da qimiuri dargis kompaniebs. konsultaciebsiZlevian agreTve saagentoebi, romlebic iyeneben eqspertTa azrebsada sazogadoebrivi azris kvlevebs. informaciis miReba160

sazogadoebrivi azris kvlevis gziT mniSvnelovania, magram codna,Tu rogor unda Sefasdes da ra rekomendaciebia saWiro, ufro didproblemas warmoadgens.PR saagentos Porter/Novelli-is kvlevam aRmoaCina, momxmarebelTaSeSfoTeba janmrTelobis, kvebisa da cxovrebis wesis gamo.kompaniam gaanaliza Sedegebi cxovrebis stilis SesabamisadgamokveTa adamianTa tipebi, romlebic Tavs aZleven uflebas arSeizRudon da miirTvan Cizburgerebi, an adamianTa tipebi,romlebic mkacrad akontroleben. Mmsgavsi informaciebisidentificireba mniSvnelovania janmrTelobis Sesaxeb saWiroinformaciebis da mesijebis damisa marTebisaTvis.imijisa da reputaciis marTva. korporatiuli imiji asaxavsimas, Tu rogori damokidebuleba gaaCnia sazogadoebas kompaniismimarT. korporaciebi xarjaven bevr drosa da resursebskorporatiuli imijis Sesaqmnelad. Tumca korporatiuli imiji(markis imiji) _ es aRqmaa da arsebobs mxolod auditoriiscnobierebaSi. yvelaze saukeTeso, risi gakeTebac SeuZliaT amprogramebs, mizanmimarTulad miawodon saTanado informacia, romCamoyalibdes auditoriasa da kompaniis Soris megobrulipartnioruli urTierToba.freizer seiteli (Fraser Seitel) wignis`fablik rileiSenzispraqtika~ (The Practic or Relations) avtori mosazrebas gamoTqvms, romkorporaciis dadebiTi imijis ageba did drosa da nergiasmoiTxovs, magram negatiuri ganwyobis formirebisaTvis sakmarisiaerTi Secdoma kompaniis imijis Sesalaxad.urTierTobaTa menejmenti. PPR _ es aris dainteresebulipirebis sxvadasxva jgufebTan urTierTobebis formirebasTanmWidrod dakavSirebuli saqmianoba. sxvadasxva sazogadoebrivjgufebs, anu dainteresebul pirTa jgufebs termini urTierTobaTamenejmenti, romelic sul ufro xSirad gamoiyeneba PPR-isasaxsnelad, dakavSirebulia urTierTobaTa marketingis161

koncefciasTan, romelmac mTlianad marketingis Teoriaze udidesigavlena moaxdina. arsebobs urTierTobaTa menejmentis oTximniSvnelovani sfero: urTierToba mTavrobasTan, masobriviinformaciis saSualebebTan, personalTan da safinansosazogadoebasTan.urTierToba mTavrobasTan xSirad gulisxmobs rigmimarTulebas, rogoricaa maregulirebel organizaciebTan dajanmrTelobisa da sazogadoebrivi usafrTxoebis dargSikomunikaciebis damyareba. muSaoba saxelmwifo organoebTan, risinebarTvac sWirdeba korporacias da _ mag. axali qarxnismSeneblobis SemTxvevaSi da urTierToba lobistebTan, romlebicwarudgenen informacias kanonmdeblebsa da momxmareblebs anaqtivistTa jgufebs.masobrivi informaciis saSualebebTan urTierTobaSi ZiriTadiyuradReba eTmoba im kontaqtebis damyarebas, romlebsac masobriviinformaciis saSualebebSi gaTviTcnobierebas uwodeben. PR Zalianpopularulia sazogadaoebaSi, rac amis indikatoria, romaRniSnuli instrumenti Zalian mniSvnelovania sazogadoebaSi..zogjer organizacia pirdapir ver akontrolebs, Tu rasganacxadeben masobrivi informaciis saSualebebi korporaciissaqmianobis Sesaxeb. mag: krizisul situaciaSi masobriviinformaciis saSualebebSi kompaniis mxridan xelmZRvanelobisgareSe gaakeTeben reportaJs movlenis Sesaxeb (kargad Tu cudad).Tumca sxva SemTxvevaSi kompania Tavad gamodis iniciatorad damasobrivi informaciis saSualebebisaTvis xelsayrel informaciasTavad gascems.imisaTvis, rom nebismieri scenari kompaniisaTvis sasikeToddasruldes PR- specialistebi unda gaxdnen masobrivi informaciissaSualebebTan urTierTobis eqspertebi, warmatebuli urTierTobebiPR-isa da masobrivi informaciis saSualebebis specialistebsSoris igeba patiosnebis, sizustisa da profesionalizmisprincipebze.162

personalTan urTierTobis programebi pasuxs agebenkomunikaciebze, romlebic gamiznulia mosamsaxureTainformaciebisaTvis. es SeiZleba iyos PPR-s funqcia. Tumca es aseveSeiZleba iyos personalTan muSaobis ganyofilebis amocana. amasTandakavSirebul saqmianobas ewodeba Sida marketingi, romelicwarmoadgens marketingul Zalisxmevas, mimarTuls marketinguliprogramebis Sesaxeb mosamsaxureTa informirebisaken da maTimxardaWeris stimulirebisaken.urTierToba finansur sferoSi moicavs yvela sakomunikacioZalisxmevas gamiznuls finansuri sazogadoebebisaTvis. mag., presrelizebsfinansuri gamocemebisaTvis, Sexvedrebs investorebTan daanalitikosebTan da wliuri angariSebis wardgenas.antikrizisuli marTva. ar arsebobs kompaniisaTvis ukeTesigamocda, vidre krizisis daZlevis mcdeloba. am problemisgadawyvetis gasaRebi aris momzadeba, e.i. krizisi SesaZleblobebisganWvreta da problemis gadaWris meqanizmis gansazRvra. Tuorganizacia arasakmaod windaxedulia da nakleb yuradRebasaqcevs, misi reputacia ganadgurebisTvisaa ganwiruli.efeqturi antikrizisuli marTvisaTvis kompanias unda hqondesgegma, dafuZnebuli yvela im SesaZlo scenaris analizze, riTacSeiZleba ganviTardes krizisi. gegmaSi miTiTebulia vin da ra undagaakeTos: vin urTierTobs presasTan da vin qmnis daxelmZRvanelobs katastrofasTan brZolis centrs. kompaniebmaagreTve unda Caataron swavlebebi, romlis drosac TanamSromlebiyvelafers anebeben Tavs da cdiloben xelovnuri krizisisdaZlevas misi ganviTarebis kvalobaze.PR-is instrumentebi. PR-is specialistebisaTvis xelmisawvdomiinstrumentebis arsenali farTo da mravalferovania. masalebisgavrcelebis organizacia SeiZleba daiyos or kategoriad:informaciis miwodebis kontrolirebadi saSualebebi.arakontrolirebadi saSualebebi.163

informaciis miwodebis kontrolirebadi saSualebebi moicavssakuTar reklamas, gancxadebebs sazogadoebrivi momsaxurebisSesaxeb, korporatul (institucionalur) reklamas, Sida gamocemebsda prezentaciebs, romlebic ganicdian srul kontrols, Tu rogorda rodis gamodis Setyobineba. informaciis miwodebisarakontrolirebadi saSualebebi moicavs pres-relizebs. preskonferenciebsada media-turebs. masobrivi informaciiseleqtronuli saSualebebi yvelaze Tanamedrovea, isini SeiZlebaiyos rogorc kontrolirebadi, ise arakontrolirebadi. yvela esinstrumenti warmodgenilia cxrilSi (cxr. 19).sakuTari reklama. sakuTari reklama _ es aris gancxadeba,romelic mzaddeba organizaciis mier, raTa gamoiyenos sakuTargamocemaSi an iseT gamocemaSi, romelsac is garkveuladakontrolebs. aqedan gamomdinare, masSi fulis gadaxda ar xdeba,Tumca arian organizaciebi, romlebic iyeneben misi anazRaurebiszogierT meqanizms. magaliTad, adgilobriv satelefono sadgursSeuZlia gamoiyenos sakuTari reklama, rogorc axali programisanonsi.Setyobinebis sazogadoebrivi momsaxurebis Sesaxeb.Setyobinebebi sazogadoebrivi momsaxurebis Sesaxeb (PSA)muSavdeba saqvelmoqmedo da samoqmedo organizaciebis mierteleviziaSi an radioSi ufaso transplataciisaTvis an masobriviinformaciis beWdviT saSualebebSi gansaTavseblad. United Way,American Heart Association da xelovnebis adgilobrivi sabWoebi _ yvelaisini endobian Setyobinebebs sazogadoebrivi momsaxurebis Sesaxeb.es gancxadebebi mzaddeba iseve, rogorc komerciuli sareklamorgolebi, da xSirad sareklamo saagentoebs SeaqvT TavisiSemowirulobebi PSA-s saxiT.cxrili 11164

PPR-is instrumentebiinformaciis miwodebiskontrolirebadisaSualebebi(kompania akontrolebsgamoyenebasa da ganTavsebisadgils)informaciismiwodebisarakontrolirebadi saSualebebi(masobrivi informaciis saSualebebiakontroleben gamoyenebasa daganTavsebis adgils) sakuTari reklama pres-relizebi (beWdebi, video,audio-masalebi, el. fosta, faqsi) sazogadoebrivimomsaxurebisreklama korporaciuliinstitucionaluripropagandistuli reklama publikaciebi: broSurebi,Jurnalebi, werilebiaxali ambebiT(News letter) wliuri angariSebi warmomadgenlobebi fotomasalebi: filmebi, video, CD-OManda sensaciuri masala (weriliprezentacia) SeniSvnebi, istoriuli cnobebi,kompaniis aRwera pres-konferenciebi da masobriviinformaciissaSualebaTakonsultaciebi (masalebis SerCevamasobriviinforma-ciiswarmomadgenelTaTvis, monacemTaSerCeva, damxmare informacia) media-turebi stendebi, eqsponatebi saavtoro statiebi, RiamimarTvebi, werilebi redaqtors specialuri RonisZiebebi Toq-Souebi, interviuebi Setyobinebebi sazogadoebrivimomsaxu-rebis Sesaxebinformaciismiwodebiskontrolirebadidaarakontrolirebadi saSualebebi komunikaciis eleqtronulisaSualebebi (veb-saitebi, sasaubro,blogebi Chat Blogs)cxrili 8samwuxarod, masobriviTxovnaTainformaciis saSualebebSi aRiniSna165

mozRvaveba sazogadoebrivi momsaxurebis reklamis ganTavsebisSesaxeb, da mravali maTgani aRarasodes gamoCenila (an gadaecemodacud dros, xolo ibeWdeboda Jurnalebis boloSi). am mkacrmakonkurenciam aiZula arakomerciuli organizaciebi ukeTesadSeemuSavebinaT PSA an ganeTavsebinaT isini rogorc fasianireklama.K7.4 korporatiuli/instituciuri reklamainstituciuri anu korporatiuli reklama moicavsarakomerciuli reklamis farTo areals.PR-s reklamis efeqtianobis Seswavla exmareba arakomerciulorganizaciebs marTvaSi. magaliTad, alkoholis moxmarebasTanbrZolisaTvis gankuTvnili sazogadoebrivi momsaxurebis reklamisSeswavlam, gansakuTrebiT kolejebis studentebs Soris cxadyo,rom Cveulebrivi gzavnilebi alkoholis moxmarebis winaaRmdeg arcise warmatebulia, radganac maTSi ar gamoiyeneba is, risic yvelazemetad eSiniaT studentebs: garicxva da sazogadoebrivi wesrigisdarRvevis braldeba. kvlevam cxadyo, rom adgilobriv pirobebTanadaptirebuli reklama ufro mniSvnelovania kolejismoswavleTaTvis.organizaciebi Tavis TanamSromlebs da sazogadoebas sxvawevrebs Soris avrceleben mraval gamocemas: bukletebs, mzaangariSebs, wignebs, pirdapir safosto reklamas da informacias.igi gansxvavdeba `sakuTari~ reklamisagan, radgan es ar vrceldebaorganizaciis SigniT. rogorc wesi, `sakuTari~ reklama ganTavsdebamasobrivi informaciis saSualebebSi, romelic organizaciasekuTvnis, magram avrcelebs informacias mis sazRvrebs gareT.vizualuri kontaqtis mxardaWera _ sazogadoebasTan kavSirimniSvnelovani nawilia. mraval kompanias aqvs warmomadgenlebissamsaxuri, romlis SemadgenlobaSi Sedian adamianebi, romlebiczustad gamoxataven TavianT azrebs da mzad arian gamovidnensazogadoebis moTTxovnis mixedviT.166

filmebi, gansakuTrebiT videokasetebze mravali kompaniisaTvisgaxda ZiriTadi instrumenti . sazogadoebrivi urTierTobebissademonstracio stendi, eqspozicia da sasceno RonisZiebaniyvelaze martiv saSualebad iTvleba. eqspozicia aris ufromasStaburi, Tu mas aqvs moZravi nawilebi, Tuki iyenebs xmas anvideos. saeqspozicio kioskebi Zalian mniSvnelovani savaWrogamofenebze, sadac mravali kompaniebis umravlesoba iRebsSekveTebs. arsebobs sasceno RonisZiebebis ramodenime saxe,rogoricaa Ria karis dRe da sagamofeno gastrolebi.zogjer organizacias ar SeuZlia ganaxorcielos masobrivisainformacio saSualebebSi korporaciis saqmianobis angariSzepirdapir kontroli. xandaxan kompania cocxal monawileobasRebulobs fablisitis SeqmnaSi da waradgens saqmesTan kavSirSimyof informacias. sxva SemTxvevaSi kompaniis saqmianobis Sesaxebmas atyobineben ambebs.pres-relizi warmoadgens pirvelad saSualebas, romelicgamoiyeneba Setyobinebis gadacemisTvis sxvadasxva redaqtorebsa damasobrivi informaciis saSualebebis reportiorebzesazogadoebasTan kavSiris damyarebis mizniT. Tumca pres-relizikontroldeba misi gamavrcelebeli kompaniis mier, xolo Tu rogorgamoiyeneben mas masobrivi informaciis saSualebebi es ukve maTiarCevania, amitom pres-relizs miekuTvneba fablik-rileiSenisarakontrolirebad instruments. yoveli masobrivi informaciissaSualebisaTvis pres-relizi unda iwerebodes calke, adgilis dadrois SezRudvis gaTvaliswinebiT.pres-konferencia, masobrivi informaciis saSualebebiswarmomadgenlebis mowveva gancxadebis an kompaniis azris saxalxodgamocxadeba.PR-s erTi mniSvnelovani RonisZiebaa konferencia. TumcazogierTi kompania warmatebiT waradgens axal produqtspreskonferenciis daxmarebiT. rodesac kompaniebi gegmaven preskonferenciebs,maT gadasaWreli aqvT mravali problema. aCvenebenTu ara pres-konferencias? SeekiTxebian Tu ara saWiro SekiTxvebs?167

momzadebis erT-erTi meTodi aris presisaTvis Setyobinebismomzadeba. Cveulebriv igi moicavs mniSvnelovan damatebiTinformacias JurnalistebisaTvis da rigdeba manamde, sanam isiniSeikribebian pres-konferenciisaTvis. riski mdgomareobs imaSi, romkompania aZlevs reportiorebs mTel saWiro informacias. amitomacTviTon pres-konferencia ar xdeba aucilebeli.yvelaze didi cvlileba komunikaciaSi xdeba axalieleqtronuli masobrivi informaciis saSualebiT: eleqtronulifosta, veb-saitebi, yvelaferi es xsnis saqmianobis sferossazogadoebasTan kavSirisaTvis.PRarakomerciuli organizaciebisaTvis. zemoT saubari iyokorporaciis da organizaciis sazogadoebasTan kavSirebze,romelTa mizans warmoadgens Semosavlis zrda an kompaniisdadebiTi imijis Seqmna. es aris fablik rileiSenis reklamis tipi.kompaniebi an organizaciebi, romelTa mizans ar warmoadgensSemosavlis maqsimizacia, arakomerciuli reklamisaTvis ixdian,Tumca marTalia aseT reklamaSi ZiriTadi yuradReba eqcevaurTierTobis Secvlas raime ideisadmi an saqmisadmi. es ar niSnavs,rom aseT organizaciebs ara aqvTY danaxarjebi an maTi personalimxolod moxaliseebi arian. arakomerciuli reklama Cveulebrivfinansdeba arakomerciuli organizaciebis mier.f. kotleri da al. andreseni Tavis wignSi `araSemosavlianiorganizaciis strategiuli marketingi~ amtkiceben, rom reklamafinansdeba arakomerciuli organizaciis mier da iyofa 6kategoriad: politikuri reklama; socialur RonisZiebaTa reklama; qvelmoqmedebis reklama; samTavrobo reklama; arakomerciuli organizaciebis kerZo reklama; asociaciebis reklama.TiToeuls am eqvsi kategoriidan Tavisi midgoma aqvsreklamasTan.168

PRs efeqturobis gazomva. saerTaSoriso asociaciis fablikrileiSenis yofilma generalurma mdivanma sem blekmawarmogvidgina Semdegi gansazRvreba: fablik rileiSeni es arisxelovneba da mecniereba harmoniis misaRwevad, urTierTgagebissaSualeba, romelic dafuZnebulia simarTleze da srulinformirebaze.fablik-rileiSens reklamisgan gansxvavebiT ar aqvs zustadgamoxatuli dafinansebis wyaroebi. magram ndoba mis mimarT ufrodidia, vidre reklamisadmi. amrigad, rasac eZaxian sazogadoebasTanmuSaobas SeiZleba daiyos komerciul (fablik rileiSeni) dasazogadoebriv saqmianobad (fablisiti).fablisiti miiRweva Semdegi saSualebebiT: axali produqtis prezentaciiT; jildoebis, prizebis gadacemiT da a.S.; firmis finansuri sesaZleblobebisdemonstrirebiT; modebis CvenebiT; SetyobinebiT msxvili firmis CaZirvis Sesaxeb; cnobili adamianis samsaxuridan wasvliT; kompaniis warmomadgenlis sityviT.daaxloebiT Tu xarjebi farTomasStabian sareklamo kampaniazesaqonelbrunvidan Seadgens 5-20%-s, maSin fablisitis programagayidvebis saerTo moculobidan 1-2%-is Cadebas moiTxovs.pres-centri iqmneba, rogorc wesi RonisZiebebis dagegmvis,gatarebis da SetyobinebisaTvis sazogadoebis yuradRebis mozidvismizniT movlenisadmi. msgavs RonisZiebebs miekuTvneba: iubile,sportuli Sejibreba, kinofestivali da a.S. fablik rileiSenisspecialistebi zemoT CamoTvlil movlenebs xSirad iyenebenimisTvis, rom gamoaCinon firma an mis mier SemoTavazebulisaqoneli (momsaxureba xelsayreli saxiT).Ppiaris mniSvnelovan funqcionalur movaleobas warmoadgensbeWdviTi masobrivi informaciis saSualebebTan, redaqtorebTan da169

wamyvan JurnalistebTan, radioSi _ programis direqtorebTan da sx.mWidro kavSiri.lobireba _ mdgomareobs saxelmwifo Cinovnikebisinformirebasa da darwmunebaSi cxovrebaSi ganxorcielebisxelSewyobisaTvis an administraciis ama Tu im moqmedebisSewinaaRmdegebisaTvis, gamomdinare klientis interesidan.fablisiti _ arapiraduli stimulirebis interesi produqtTa ,momsaxurebasTan, an publikaciasTan dakavSireba saqmianobasTan ankeTilSobiluri prezentaciebis misaRebad radioSi, televiziaSi daa.S., romlebic ar aris dafinansebuli gansazRvruli sponsorismier.Tavi 8. sareklamo media _ strategia da misiparametrebi8.1. media dagegmarebamedia-strategiaSi mniSvnelovania mediis dagegmareba anureklamis saSualebebis gamoyeneba, mediis _ dagegmarebis winaswarietapis ZiriTadi amocana aris kampaniisTvis Cabmis Sesaferisi sqemisSerCeva (sareklamo kontaqtebis ricxvi) da reklamis ganmeorebissixSiris efeqturobis angariSi.Mmedia strategiis mniSvnelobis SefasebisTvis saWiroaganisazRvros misi komponentebi, romelsac eZaxian parametrebs.parametri es aris sidide , romelic mudmivia media strategiiskonkretul SemTxvevaSi, magram gansxvavebulia sxvadasxvasituaciebisTvis. reklamis biujetis ukeTesad ganawilebisaTvis,menejeri iyenebs sam ZiriTad parametrs:CabmassixSires170

eklamis ciklebis raodenobas erTi wlis ganmavlobaSi.Cabma, sixSire da sareklamo ciklebi warmoadgenen ZiriTadparametrebs, romelTa mniSvnelobebi unda ganisazRvros biujetisCarCoSi arsebuli ukeTesi kompromisis safuZvelze. romganisazRvros optimaluri strategia, saWiroa hqondes warmodgenasxva ufro rTul media-dagegmarebis parametrebze, rogoric arisGRP.(erTiani Sefasebis forma ) termini reklamaSi, romelicgamoxatavs reklamis raodenobas, romelic saWiroa sasurveliraodenobis miznobrivi auditoriisaTvis xmis miwvdenas produqtisadamomsaxurebis Sesaxeb. mas xSirad uwodeben reklamis wonas.igi aris sareklamo gancxadebebis raodenoba erT weliwadSi.igi ganisazRvreba rogorc procentuli jami yvela sareklamosaSualebebisa gamoyenebuli erTi sareklamo ciklis periodSi.Cabma aris miznobriviauditoris warmomadgenlebis kontaqtireklamis erTi ciklis periodSiOTS _ es aris sareklamo gancxadebis naxvis (mosmenis)SesaZlebloba anu `kontaqtis~ da `sixSiris~ urTierToba.damatebiTi parametrebi warmoadgenen ori ZiriTadiparametrebis Cabmis da sixSiris gagrZelebas. sareklamosaSualebebis gamoyenebis strategia efuZneba Cabmis sqemas, romelicmniSvnelovania marketinguli komunikaciebisaTvis. menejerma undaganixilos sareklamo komunikaciebisa da stimulirebis grafikimiznobrivi momxmareblis TvalsazrisiT.arsebobs rva ZiriTadi Cabmis sqema. oTxi gamoiyeneba axaliproduqtisaTvis, oTxi ukve arsebulisTvis. menejerma swored undaSearCios erTi sqema optimaluri situaciisaTvis da Seitanos masSiaucilebeli koreqtivebi. es sqemebia:1. blic-sqema gankuTvnilia axali produqtebis gasaRebisstimulirebisaTvis mxolod pirveli eqvsi Tvis ganmavlobaSi,171

oca produqti axalia;2. solisebri sqema gamoiyeneba bazarze axali saqonlisdanergvisaTvis.3. `Sebrunebuli solis~ sqema, asaxavs reklamaze danaxarjebiscvlilebas dagegmarebis periodSi.4. sqema `swrafi moda~, gamoiyeneba im tipis saqonlisaTvis,romlebic `moduria~ da aqvT Zalian mokle cxovrebis cikli.5. sqema Cveulebrivi ciklis SeZenisaTvis erTi wlis ganmavlobaSi.6. sqema saqmeSi Caxedulobis, romelic miesadagebamomxmareblobiTi da sawarmoo daniSnulebis produqtebs damomsaxurebis SeZenis didi cikliT da gadawyvetilebis miRebiTxangrZlivi drois Semdeg.7. sqema cvalebadi CabmiT, romelic gamoiyeneba xangrZlivi ciklisda xanmokle drois ganmavlobaSi gadawyvetilebis miRebisaTvisproduqtis da momsaxurebis SeZenisaTvis.8. sezonuri gaswrebis sqema. aqvs sezonuri xasiaTi, erTxel anzogjer or-samjer gayidvis azvirTebiT.dabolos, reklamisa da stimulirebis miznebidan gamomdinare,Cabmis sqemis SerCeva da miznobrivi auditoriis Cabma saqonlisrealizaciisTvis aris swori gza ori principi Cabmis sqemisSerCevisas.8.2. efeqtiani sixSiris Sefasebaefeqtianii sixSiris koncefcia eyrdnoba ideas, rommomxmarebels yidvisTvis unda dasWirdes reklamis zemoqmedebisnaklebi raodenoba. efeqturi sixSire imyofeba minimaluri damaqsimaluri eefqturi sixSiris doneebs Soris.efeqtiani sixSiris reklamis saxiT koncefcia gamoiyenebastimulirebisTvisac. sareklamo gancxadeba ganlagebuli unda iyos172

sareklamo saSualebebSi informaciis saxiT da Semdeg xdebamiznobriv momxmarebelTan kontaqti. iwyeba sareklamo informaciisdamuSaveba, ris Sedegadac auditoria eqceva reklamis SinaarsisSemoqmedebiTi zegavlenis qveS.efeqtiani sixSiris koncefciis meore komponentia zegavlenayidvis CatarebisaTvis. e.i. myidveli ukve gaTviTcnobierebuliamarkis Sesaxeb, ganewyoba mis mimarT da iRebs gadawyvetilebasyidvis Sesaxeb. gasaTvaliswinebelia ori momenti: minimaluri efeqturobis sixSire (mes) ; maqsimaluri efeqturobis sixSire (mes).pirvel SemTxvevaSi miRweuli unda iqnas minimaluri danaxarjebisareklamo ciklis periodSi. xolo `Zalian didi~ sixSirisefeqturoba miiReba maSin, roca momxmarebeli gadatvirTuliareklamebiT da mizani yidvisTvis miRweuli iqneba 100%-iT.efeqtur sixSires aqvs praqtikuli sargebloba. is warmoadgensindividualuri kontaqtebis Sefasebas. erT-erTi xerxi minimaluriefeqturobis sixSiris gansazRvrisa aris moqmedebaeqsperimentalurad. Tumca zusti eqsperimentebis CatarebazedmiwevniT Zviria umetesi reklamistebisaTvis. ZiriTadi meTodiminimaluri efeqturobis sixSiris gansazRvrisaTvis warmoadgenslogikuri meTodi. jer Tavdapirvelad xdeba mes (minimaluriefeqturobis sixSiris) gansazRvra, Semdeg xdeba eqsperimentaluriSemowmeba. mxedvelobaSi miiReba oTxi strategiuli faqtori:reklamis saSualebebisadmi yuradReba;miznobrivi auditoria;komunikaciis miznebi; piradi zegavlenaminimaluri efeqturobis sixSiris formula gamoiTvleba yvelafaqtoris mxedvelobaSi miRebiT.mes/c = 1 + yrs (ma + mg + md + pz)МЭЧ/ц= 1 + ВСР (ЦА + ОМ + ОтнМ + ЛВ), sadac173

МЭЧ/ц _ minimaluri efeqturobis sixSire (1 ciklis dros),1Ч-s sawyisi done erTi sareklamo kontaqtis dros,makoreqtirebeli faqtori `yuradReba reklamis saSualebebisadmi~,ЦА _ makoreqtirebeli faqtori `miznobrivi auditoria~, ОМ_ faqtori markisadmi gacnoba; ОтнМ_ faqtori markisadmi damokidebuleba; ЛВ_ faqtori `piradi zegavlena~.umetes SemTxvevaSi МЭЧ icvleba 1-dan 13-is farglebSi erTireklamis ciklis dros. media _ strategiam SeiZleba moiTxovosreklamis saSualebis erTdroulad Zlieri da susti yuradRebisgamoyeneba.minimaluri efeqturobis sixSires didi mniSvneloba aqvsreklamisa da stimulirebisaTvis uSualo reaqciiT. minimaluriefeqturobis sixSire gamoiyeneba mxolod `Sida~ miznobriviauditoriisaTvis, romlebic arian aramudmivi momxmarebelni anmarkiT loialuri mosargebleni.zogjer reklamis saSualebis gamoyenebis gegmaSi Setanilia`reklamis mxardaWera~. amdagvari reklama gamoiyeneba reklamebsSoris Sualedur periodSi. `mxardamWer~ reklamas aqvs azrimxolod maSin,roca aris saSualeba uzrunvelyos minimaluri efeqturobissixSire `Sida~ miznobrivi auditorisaTvis. aseve aucilebeliasacalo vaWrobis mxardaWera `mes~ _ minimaluri efeqturobissixSiriT sufTa praqtikuli miznebiT, rom savaWro markas hqondesmxardaWera da maRaziis Taroebze ekavos prestiJuli adgili.reklama `sacalo gamyidvelebis dasarwmuneblad gansxvavdeba`damatebiTi~ reklamisagan. sacalo vaWrobis yuradReba markisadmiwarmoadgens gasaRebis stimulirebisaTvis RonisZebas.8.3. reklamis kalendaruli dagegmva da174

ganlagebis grafikireklamis saSualebis gamoyenebis strategia warmoadgensxanmokle kalendarul dagegmvas (arsebiTad igi warmoadgensreklamis taqtikis sakiTxs). media-dagegmarebis menejerma undaSeimuSaos sareklamo gavrcelebis saerTo sqema dagegmarebis mTeliperiodisaTvis, Semdeg Seitanos xanmokle cvlilebebi reklamissixSireSi gansakuTrebuli movlenebisaTvis, raSic asaxuli undaiyos sareklamo biujetSi yvela gauTvaliswinebeli xarjebi.xanmokle periodSi igulisxmeba weliwadze naklebi dro,gansakuTrebul movlenebSi igulisxmeba:RonisZiebani gasaRebi stimulirebisTvis.vaWrobis stimulireba.pirvel SemTxvevaSi mniSvnelovania reklamis gasvlis droisdagegmva ise, rom igi uswrebdes iseT RonisZiebebs, romelicwinaswar gaaumjobesebs markisadmi damokidebulebas stimulirebiswin es droebiT zrdis samarko kapitals da gasaRebas. mocemulSemTxvevaSi saWiroeba arc ise didi sareklamo sixSire,stimulirebis win, rac radgan RonisZiebani stimulirebisaTvismomxmarebelze zrdian zemoqmedebis sixSires, xolo reklamissixSire Sesabamisad SeiZleba Semcirdes ciklze minimum erTikontaqtiT, da ufro meti vidre erTi kontaqti, Tu gamoiyenebasareklamo stimulireba, romelic iTvaliswinebs ramodenimekontaqts.vaWrobis stimulirebisaTvis momxmareblobiTi reklamagamoiyeneba imisTvis, rom gamyidvelebs SeeqmnaT STabeWdilebamarkisadmi mxardaWera. saWiroa gamoyenebuli iqnas is sareklamosaSualebebi, romlebic stimulirebas gamoiyeneben vaWrobis winrogorc momxmareblisTvis, aseve sacalo gamyidvelebisaTvis.175

gasaRebacalke stimulirebagasaRebareklama da stimulireba100 100r r rA r A r A r Anaxazi. 10 reklamisgan gamowveuli efeqti, stimulirebis (r)winamavali.yvelaze cxadi da naTeli, xanmokle gauTvaliswinebeligaremoebani iqmneba konkurentis wamyvanis moqmedebisagan.moulodnelad konkuren-tebis mier axali sareklamo kampaniis anaxali saqonlis gaSveba zrdis reklamis sixSiris minimalurefeqts sam SemTxvevaSi: miznobriv auditorias warmoadgens axali momxmarebeli(magaliTad, personaluri kompiuterebi);markis gaxsenebas Tan sdevs mizani misi amaRlebisaTvis; markisadmi damokidebulebis strategia warmoadgenstransformaciuls.meore gavrcelebuli xanmokle situacia _ es arastabilurimomaragebaa. es aCerebs reklamis gaSvebas, rac SemdgomSi saWirosxdis damatebiTi reklamebis gaSvebebisas stimulirebisaTvis(dakavSirebulia damatebiT xarjebTan). mesame, gauTvaliswinebeligaremoeba dakavSirebulia amindTan, roca markisadmi moTxovnamcirdeba an izrdeba ( xSiri wvima mkveTrad zrdis qolgebisa dalabadebis moTxovnas, da piriqiT, kargi amindi zrdis moTxovnassaxlisa da baRis produqtze) gansakuTrebiT didi amindiscvlilebisas, moTxovnebi kvebis da sasmelis produqtebze.amrigad, yvela SemTxvevaSi, amindTan, dakavSirebulicvlilebebi, damokidebulia miznobrivi auditoriaze dareklamistebic unda lavirebdnen situaciis mixedviT, Tu rasixSiriT, an romel saqonelze gauSvan reklama.mas Semdeg rac ukve gaangariSebuli iqneba minimaluri176

efeqturobis sixSire da gavrcelebis sqema TiToeuli sareklamociklisTvis, menejers isRa darCenia ganaxorcielos media-gegma. manunda airCios konkretuli sareklamo saSualebebi (calkeulitelegadacemebi, Jurnalebi da sxv.) da gansazRvros sareklamogancxadebebis elementebi sareklamo biujetis CarCoSi, daagegmarosganlagebis grafiki ise, rom uzrunvelyos saWiro sixSiresareklamo ciklSi maqsimaluri raodenobis momxmareblisTvis.reklamis saSualebis winaswari SerCeva ukeTesia pirdapiriSeTavsebis meTodiT, romelsac agreTve uwodeben `erTi wyaros~meTods. is arazustad asaxavs ideas, romelsac efuZneba es meTodi.sanam ganvixilavT pirdapiri SeTavsebis meTods, saWiroa avRniSnoTmeore, yvelaze gavrcelebuli reklamis meTodis _ demografiuliSedarebis naklovanebebi.demografiuli Sedarebis meTodi miznobriv auditoriasukavSirdeba reklamiT. is moicavs sam Sualedur etaps:pirdapiri SeTavsebamiznobriviauditoriademografiuli Sedareba(pirdapirigazomva)kontaqti sareklamosaSualebasTanmiznobriviauditoriamiznobriviauditoriisdemografiuliaRweraSedarebaauditoriisreklamissaSualebiTdemografiuliaRwerareklamissaSualebebinaxazi 11. pirdapiri da demografiuli Sedarebis meTodebi reklamis mimcemi gansazRvravs miznobrivi auditoriisdemografiul maxasiaTeblebs. media-dagegmarebis specialisti gansazRvravs auditoriisTiToeuli potenciuri sareklamo saSualebebis demografiulmaxasiaTeblebs.177

miznobrivi auditoriis demografiuli portretiSedardeba auditoriis potenciuri reklamis saSualebaTademografiul maxasiaTeblebs. amoirCeva is, romelTamaxasiaTeblebi maqsimalurad emTxveva miznobrivi auditoriisportrets sqesisa an asakis mixedviT.arsebobs agreTve pirdapiri damTxvevis meTodi imk-s Tan erTadsizustis asamaRleblad, romelic warmoadgens idealur xerxsmiznobrivi auditoriis mediis gansazRvrisaTvis, reklamebisgacnobas `msoflio obobis~ _ internetis qselis meSveobiT.pirdapiri damTxvevis meTodi ricxobrivad asaxavs miznobriviauditoriis media-gadakveTebs damuSavebulia misTvis moqcevismodeli.miznobrivi auditoriisTvis yvelaze ukeTesi pirdapiridamTxvevis meTodi marto ki ar gamoiyeneba, aramed miznobrivauditorias unda hqondes loialuri damokidebuleba markis mimarT.miznobrivi auditoriis gacnoba reklamis saSualebiTpirdapiri an demografiuli damTxveviT xdeba xuTi ZiriTadimakoreqtirebeli faqtoriT:reklamis saSualebis Sexameba gancxadebasTan;konkurentebis reklamebis mezobloba.konkurentebis reklamebis mezobloba.reklamis saSualebebis droebiTi maxasiaTeblebi;dartymiTi zemoqmedeba. sareklamo gancxadebebis elementebi.xSir SemTxvevaSi `koreqtireba~ gadadis `xarisxobriv~faqtorebSi. xarisxobrivi faqtorebi gardaiqmneba raodenobrivSi,roca isini gamoiyeneba sareklamo saSualebebis gegmasTan.amrigad CamoTvlili faqtorebidan, yvelaze mniSvnelovaniareklama uSualo reaqciiT. media-gegmis yvelaze rTuli etapi arisreklamis ganlagebis grafikis Sedgena. mTavaria miznobrivmomxmarebelTan saWiro reklamasTan efeqturi donis uzrunvelyofa178

kontaqtebiT.arsebobs reklamis gasvlis grafikis sami meTodi. pirvelisakmaod uxeSia, magram strategiulia, radgan media-dagegmarebiswarmatebis sam meoTxeds Seadgens. meore, agebulia pirvelissafuZvelze da gankuTvnilia patara reklamis mimcemebisaTvisreklamis gasvlis martivi grafikiT (grafiki SezRudulia reklamissaSualebis naklebi ricxviT). mesame meTodic dafuZnebuliapirvelze, magram gankuTvnilia msxvili sareklamo kompaniebisaTvissaukeTeso arsebuli maTematikuri evristikuli modelebiT,romlebsac kvalificirebuli media-dagegmarebis specialistebikompiuteris saSualebiT iyeneben.reklamis kalendaruli dagegmarebisas gamoiyeneba uxeSi,maTematikurad arazusti strategiuli meTodi, romelic TandaTanmoicavs miznobriv auditorias. sareklamo saSualebebis didigavrcelebisaTvis gamoiyeneba erTdroulad, konkurentunarianitele- da radioprogramebi, romlebic eTerSi erTdroulad, magramsxvadasxva arxebze da sadgurebze gadis. maRali sixSire SeiZlebauzrunvelyofili iyos msxvili, magram arakonkurentunarianisareklamo saSualebani.imisaTvis, rom maRalma sixSirem didi auditoria moicavs,saWiroa patara, viwrodmimarTuli sareklamo saSualebis yidva.arsebobs auditoriis garemocvis sxvadasxva sqemebi, rogoric aris:`blic~ sqema; sqema `soli~; `Sebrunebuli solis~ sqema. sqema`moda~; sqema cvalebadi garemocviT; sezonuri gaswrebis sqema.reklamas gasvlis grafiki da mogeba misgan damokidebuliaswored SerCeuli media-gegmisa da taqtikisagan. reklamismimcemebiSecdomiT mTel yuradRebas uTmoben mxolod masze gaweulxarjebs, xolo mogebas ar iTvaliswineben. mogeba ki mxolod maSinmiiReba, roca markis SeZenas daiwyebs miznobrivi momxmarebeli.amisTvis ki saWiroa ramodenime sareklamo kontaqti minimaluriefeqturobis sixSiriT, rac ar gaiTvaliswineba danaxarjebismaCvenebelSi.179

pirveli, rac aucilebelia axsovdes reklamis mimcems, es arisgancxadebis ganlageba sareklamo saSualebaSi, radgan ixdis mTeliauditoriisaTvis, maSin roca is dainteresebulia mxolod Tavismiznobriv auditoriaSi. isic gasaTvaliswinebelia, rom saqonlismyidveli iqneba mxolod miznobrivi auditoriis warmomadgenlebi.reklamis grafikis arCevisas gadamwyveti faqtoria`danaxarjebi reklamis efeqturad gavrcelebis erTeulze~.reklamis saSualebebis gamoyenebis grafikis SemuSavebisasaucilebelia eefqturi gavrcelebis maCveneblebi gamoisaxoscifrul maCveneblebiT.mogeba reklamisagan gamoiangariSeba Semdegnairad:miznobriv moxmarebelTa ricxvi, romelic efeqturad moicvasareklamo saSualebebma, unda gamravldes; imis albaTobaze, rom saSualo miznobrivi momxmarebelireklamisgan moculi SeiZens saqonels, es gamravlebuli; mogebaze, romelic miRebuli iqna erTeuli saqonlisrealizaciisagan, rac utoldeba mis gasayid Rirebulebasgamoklebuli TviTRirebuleba, amas minus; danaxarjebi reklamaze.reklamam SeiZleba moicvas ramodenime miznobrivi auditoriasxvadasxva dabrunebis potencialiT. kerZod, efeqtianobisgaremocvis zoma SeiZleba Semcirdes imisgan damokidebuli,gamoiyeneboda Tu ara pirdapiri SeTavseba da ramdenad zustadgamoiyeneba media-modeli, xolo minimaluri efeqturi sixSireyovelTvis warmoadgens Sefasebas, Tu mxolod is ar dadgindebakampaniis damTavrebis Semdeg, rac swor proceduras warmoadgens.brendingis aRqmaZalian mniSvnelovania, rom reklama iyos zustad `identificirebuli~miznobrivi auditoriisTvis, `brendis identifikacia~180

aucilebelia * sareklamo informaciis damuSavebis procesSi, raTamiRweuli iqnes pirveli universaluri komunikaciuri mizani _markis (brendingi) Sesaxeb.xSirad, momxmarebeli ver imaxsovrebs reklamaSi mocemulproduqts. codna markis Sesaxeb SeiZleba iyos gamosaxuli oriformiT: markis gamocnoba da misi gaxseneba. Sesabamisad,gansxvavebuli unda iyos maTi strategiebi.reklamis daxmarebiT ufro martivia markis gamocnoba, vidremisi damaxsovreba. gamocnoba miiRweva reklamasTan ramodenimekontaqtis Semdeg, maSin roca damaxsovrebas sWirdeba ufro meti.da rac mniSvnelovania Semoqmedebis mixedviT _ reklamismimcemi garantias ar iZleva, rom reklama markis gamocnobaSiiseTive efeqtiani iqneba, rogorc damaxsovrebis dros. dabeWdilireklama ufro xels uwyobs markis damaxsovrebas.gacnobierebis Seqmnisas, damoukideblad misi formisa,Semoqmedebi-Ti strategiis ZiriTadi principia e.w. `kodirebisspecifika~. es principi, Camoyalibebuli fsiqolog endeltulvingonis (Endel Tulving) mier, metyvelebs, rom mexsierebiswarmatebuli aRdgena damokidebulia informaciis damTxvevisagan,romelic kodirebulia informaciis damaxsovrebis dros da adgiliaqvs aRdgenis momentSi.reklamasTan dakavSirebiT es niSnavs, rom markis Sesaxebcodnis Seqmnis dros gamoiyeneba igive gamRizianeblebi, romlebiciqneba myidvelis mier markis SerCevis momentSi. sxva sityvebiT, Tumomxmareblisgan saWiroa produqtis SefuTvis gageba. reklamammkafiod unda aCvenos markis SefuTva. meores mxriv, Tu arCevissituaciaSi momxmarebelma unda gaixsenos marka. rodesacmomxmarebels aqvs mxolod moTxovna, maSin reklamaSi moTxovna iseunda iyos dakavSirebuli brendis saxelTan, rom momxmarebels* brendi da savaWro marka Tavisi SinaarsiT identuria. “Branding” ing. sityva _gamoiyeneba rogorc `markis identifikacia~. (mas iyenebs myidveli / momxmarebeli), an`brendingi~ rogorc yvelaze Sesaferisi azris mixedviT, rogorc `markis~ imijisaTvis.181

SeeZlos am kavSiris damaxsovreba da mexsierebaSi unda aRsdgesbrendis dasaxeleba.brendis arCevisas, sareklamo kampania rekomendacias iZlevagamoiyenos TandaTanobiTi moqcevis da moqmedebis modeli. esmodeli avlens yvelaze srulyofil specifikur gamRizianeblebs,romlebic arCevis situaciaSi arseboben fizikurad, magaliTadmaRaziis Taroebze, an `myidvelis mexsierebaSi~. reklamis mimcemidid yuradRebas uTmobs Sida da gareTa gamRizianeblebs markisarCevis momentSi.cxrili 12 brendis gamocnobis sareklamo xerxebi.gamocnoba 1 reklamaSi uzrunvelyofili unda iyos sakmarisikontaqti SefuTvasa da markis dasaxelebasTan.gamocnoba 2 aucilebelia kategoriaSi moTxovnilebis Sesaxebgaxseneba (Tu is utyuari ar aris).gamocnoba 3 pirveli sareklamo `ieriSis~ Semdeg reklamasmoeTxoveba mis-Si intensivobis Sesusteba(aucilebelia markisadmi damokidebulebiskontroli).amrigad, SemoqmedebiT strategiaSi ganixileba markisadmicodnis ori forma _ markis cnoba da gaxseneba.182

arsebobs markis identifikaciis gamocnobis stimulirebis samixerxi, romelic zeda cxrilSia mocemuli. pirvel SemTxvevaSi,kvlevam da eqsperimentebma fsiqologiis sferoSi, aCvenes romvizualuri gamocnoba-SefuTva an logotipi _ izrdeba, Tu uyurebTmas ara nakleb ori wami. ufro naklebi kontaqti iwvevs gamocnobisdaqveiTebas, analogiuri vizualuri gamRizianeblebis dros.maSasadame, Tu amocana mdgomareobs markis gamocnobisa, maSinsatelevizio reklamam unda aCvenos misi SefuTva an logotipi,rogorc minimumi, ori wami. piroba gansakuTrebiT mniSvnelovaniaaxali markisTvis, romelsac myidveli igebs B-reklamidan, xoloSemdeg _ maRaziaSi. xSir SemTxvevaSi sareklamo saagentoebs aruyvarT saeTero drois daxarja ubralo SefuTvis dasanaxad, racwarmoadgens seriozul Secdomas. menejerma daJinebiT undamoiTxovos axali savaWro markis SefuTvis Cveneba. xolodabeWdilma reklamam ufro didi masStabiT unda aCvenos axalimarkis SefuTva an logotipi, damatebiTi vizualuri an teqsturiTanmxlebiT, rom miipyros mkiTxvelis yuradReba ori wami mainc.aRsaniSnavia, aseve rom ganxiluli strategiuli xerxi _yuradRebis aqcentireba-gamaxvileba SefuTvaze an logotipze arSeiZleba gamoyenebuli iqnas mTeli sareklamo kampaniis dro. masaqvs gansakuTrebuli mniSvneloba axali saqonlis gaSvebisstadiaSi, xolo Semdeg sakmarisi iqneba periodulad misigameoreba.sxva mniSvnelovani aspeqtia markis dasaxelebis aucilebeliCveneba SefuTvaze, Tu Semdegi amocana mdgomareobs markisdamaxsovrebaSi.SefuTvisa da dasaxelebis Cvenebis strategiis gamoyenebisasaucilebelia kodirebis principis erTi mniSvnelovaniTaviseburebis mxedvelobaSi miReba. kerZod, kodirebis principiaxali markisTvis sTavazobs sareklamo gancxadebas.meore, gamocnobis xerxis dros, aucilebelia gaxsenebismoTxovnileba kategoriaSi, gansakuTrebiT axali savaWro183

markebisaTvis. SefuTva naCvenebi unda iyos Sesabamis garemoSi. Turas warmoadgens marka (kategoria) da risTvis aris daniSnuli(moTxovnileba). amitom, xSirad SefuTvaze, gamosaxulia TviTproduqti.moTxovnis kategoriaSi gamosaxva _ es sakmaod rTulistrategiuli amocanaa. amitom reklamaSi mniSvnelovania markisSefuTvis mibma moTxovnilebasTan, anu misi SesaZlo gamoyeneba.mesame, gamocnobis dros, pirveli sareklamo `ieriSis~ Semdeg,reklamas moeTxoveba mis-Si intensivobis Sesusteba (aucilebeliakontroli markis mimarT). markis Sesaxeb codna Tavis piks aRwevssareklamo gancxadebis ori kontaqtis Semdeg. Semdgom codnis doneTandaTan qveiTdeba, risTvisac saWiroa mis-Si sareklamogancxadebebis gaSvebis grafikis dacva.aRsaniSnavia, rom gamocnoba es ar aris kampaniis erTaderTimizani. saWiroebis SemTxvevaSi gamoiyeneba transformaciulireklama markisaTvis.aseve mniSvnelovania markis gaxsenebisaTvis stimulirebis eqvsixerxi.cxrili 13 reklamirebis strategia markis gaxsenebisgaZlierebisaTvisgaxseneba _ 1 sareklamo teqstSi mTavar striqonSi markisdasaxelebasTan miTiTebuli unda iyos moTxovnilebagaxseneba _ 2 gaimeoreT kavSiri (da ara marto markis dasaxeleba)gaxseneba _ 3 gaaZliereT myidvelis `piradi~ kavSiri markasTangaxseneba _ 4 ganixileT specialuri wamyvanis miRwevis SesaZleblobagaxseneba _ 5 sareklamo simRera, romelic aZlierebs markis gaxseneba(TB _ da radioreklama)gaxseneba _ 6 sakuTari reklamis konkurentebis reklamasTan Serwymada bolos, mniSvnelovania myidveli yovelTvis ixsenebdes immarkas, romelic pirvel rigebSia. amitom rekomendirebulia markisreklamis intensivoba iyos, ara nakleb konkurentisa, es sawindaria184

imisa, rom Tqven markas ar daiviwyeben. markis gaxseneba warmoadgensgaTviTcnobierebis formas: myidveli yidvamde fiqrobsalternatiul markaze.bevri sawarmoo daniSnulebis produqtebi da momsaxurebaswored am gziT airCeva. Tavdapirvelad myidveli gaacnobierebsmoTxovnilebas, xolo Semdeg warmoidgens SesaZlo mimwodeblebs anmisTvis nacnob markebs. markis gaxseneba warmoadgens mTeliauditoriis mizans, romlebic yiduloben msgavs produqtebs damomsaxurebas.meores mxriv, daaxloebiT yvela produqtis 35% iyidebasupermarketebSi da SeirCeva markis gaxsenebiT (es samarTlianiamarkis loialuri momxmareblebisaTvis). supermarketebSi aramudmivimomxmareb-lebi irCeven im markas, romelsac cnoben.kodirebis princips didi mniSvneloba aqvs markisgaxsenebisTvis. gaxseneba myidvelisagan moiTxovs kavSirebisSeswavlas momxmarebelsa da markis dasaxelebaSi. maSasadame,reklama Sedgenili unda iyos iseTi saxiT, rom gaadvildeskodireba _ daswavla _ mocemuli kavSirebis. es principisafuZvlad devs umetes strategiuli gadawyvetis gaxsenebisstimulirebisaTvis. SeiZleba gamoyenebuli iyos damatebiTi xerxebi.cxrili14 reklamirebis strategia markis gaxsenebisgasaZlierebladgaxseneba _ 1 moTxovnilebis dakavSireba markis dasaxelebasTansareklamo teqstis mTavar striqonSigaxseneba _ 2 kavSiris gameoreba (da ara marto markis dasaxeleba)gaxseneba _ 3 myidvelis `piradi~ kavSiris gaZliereba markasTangaxseneba _ 4 specialuri wamyvanis mowvevis SesaZleblobis ganxilvagaxseneba _ 5 pnevmonikuri xerxi an sareklamo simRera markisgaxsenebisaTvis.gaxseneba _ 6 sakuTari reklamis Tanafardoba konkurentebisreklamasTan.185

markis gaxsenebisTvis ZiriTadad gamoiyeneba TanmimdevrobiTiqcevis modeli. rac ufro mniSvnelovania gadawyvetilebis miRebayidvisaTvis, miT ufro Zlierdeba gaxsenebis faqtori da SedegadSeiZleba gaaxsendes xuTi an eqvsi marka, romlis saTaveSi iqnebaswored is risi yidvac unda. amitom reklamirebuli markayovelTvis unda iyos wamyvani konkurentebis markaze maRla, rom ardaaviwydes aravis.markis gaxseneba, daCqarebulad amocnoba warmoadgens markisstimulirebis strategias. myidveli jer igonebs markas, Semdegyidvis adgilas gamoicnobs SefuTviT an logotipiT. arsebobsmarkis gamocnobis stimulirebis modifikaciuri sami xerxi:pirveli strategiuli xerxi markis gamocnobisa es aris markisSefuTva (an kompaniis logotipi) da misi saxelwodeba, romelicmkafiod unda Candes. Tu cudad Cans, maSin sareklamo saagentoSiunda gaswordes.meore strategiuli xerxi markis gamocnobisa aris _ markisCveneba moTxovnis konteqstSi, anu moTxovna markis dasaxelebissareklamo teqstSi mTavar striqonSi iqneba mocemuli. riTacmarkis gaxsenebis siCqare `ormagdeba~.dabolos, yvelaze mniSvnelovani momenti markis gaxsenebisstimulirebis mizniT unda SenarCundes reklamis maRaliintensioba, romelic warmoadgens aucilebel pirobas.gaxseneba, daCqarebuli gamocnobiT warmoadgens stimulirebisstrategiul xerxs da mocemuliacxrili 15 reklamis xerxebi gaxsenebisTvis, daCqarebuligamocnobiT.gamocnobisa da markis dasaxelebis mkafio Cvenebisgaxsenebis xerxebis uzrunvelyofa SefuTvaze.SeTavseba - 1SeTavseba - 2 sareklamo teqstis mTavar striqonSi markisdasaxeleba dakavSirebuli unda iyosmoTxovnasTan.186

SeTavseba - 3 ganmeordes kavSiri (aramarto markisdasaxelebis)SeTavseba - 4 ganmeordes myidvelis „piradi“ kavSiri markasTanSeTavseba - 5 specialuri wamyvanis mowvevaSeTavseba - 6 markis gaxseneba (tv – an radioreklamiT)sareklamo simReriTSeTavseba - 7 reklamis maRali intensioba: sakuTari reklamiskonturebis reklamasTan Sexamebareklamis efeqturobis amaRlebis strategiuli xerxisarCevisaTvis, romelic myidvelis dajerebas, darwmunebisamaRlebas, gamoiyeneba rositer-persis (Rossiter-Percy)matrica.matricis strategia SemuSavda kvlevis Sedegad fsiqologiisda reklamis sferoSi. rositeri _ persis matricis saerTo formatiaseTia:markis gacnoba, garkvevamarkis gacnobamarkis gaxsenebayidvis adgilzeyidvamdemarka moTxovna kategoriaze moTxovna kategoriaze markadamokidebuleba markisadmiinformaciu transformacida liulibaliCabyidvebinaklebiyidvebinaklebi riskiTmariskiT `dajildoveba~`gaadvileba~nacnobi miznobrivi auditoriayidvebiyidvebima naklebinaklebi ris-kiT,Rali riskiT `dajildoveba~Cabma `gaadvileba~axali miznobriviauditoria problemis moxsna problemidan Tavis daRweva arasruli kmayofileba Sereuli midgoma misaReboba_ Tavidan acileba maragis normaluri galeva sensoruli (SegrZneba)kmayofileba inteleqtualuri an profesionaluristimulacia socialuri mowoneba187

Nnaxazi 13rositeri-persis matrica Sedgeba eqvsi seqtorisagan,romlebic axdenen reklamis Sesrulebis xerxebis diferencirebas.mosaxerxeblad mocemulia myidvelis SesaZlo motivebi.matrica Sedgeba eqvsi `seqtorisagan~, ori maTgani Seesabamebamarkis gacnobas, oTxi misdami damokidebulebas. vinaidan yvelaferiganixileba mTlianobaSi miiReba rva potenciuri komunikaciurimodeli (gacnobis 2 forma X damokidebulebis 4 forma = 8). CvenganvixilavT ori seqtoris gacnobis Sesrulebis strategias da oriseqtoris damokidebulebas, roca Znelia muSaobaSi Cabma.Tavdapirvelad aucilebelia matricis gamoyenebis SesaZleblobisganxilva.rositeri _ persis matrica SeiZleba gamoyenebuli iyossareklamo gancxadebis damuSavebis stadiaze, aseve strategiulixerxebis Sefasebisas, romelsac sTavazobs saagento. mimarTvisSedgenis stadiaze vsargeblobT mxolod matricis klasifikaciuriaspeqtebiT. reklamis mimcemi saagentos mokle instruqciaSiaRniSnuli unda iyos markisadmi gacnobis saWiro forma damarkisadmi damokidebulebis seqtori, meti araferia saWiro.matriculi strategia gamoiyeneba mas Semdeg, rac SemoqmedebiTikoleqtivi SeimuSavebs ideebs da maTi Sesrulebis Tavdapirvelvariantebs.Ddidi mniSvneloba eniWeba momxarebelTa darwmunebas, racgulisxmobs miznobrivi auditoriis dadebiTad ganwyobas anu:axal damokidebulebas markis mimarT;keTilganwyobilebis gaumjobeseba;keTilganwyobili urTierTobis mxadaWera;urTierTobis damokidebulebis `Weramde~asvlas(damokidebulebis modifikacia (erTi motivaciidan gadasvlasxvaze) an arakeTilganwyobili urTierTobis SecvlaukeTesobisaken.188

markisadmi damokidebulebis formirebis strategias, araviTarisaerTo ara aqvs markis saqmis Caxedulebis stimulirebisstrategiaSi. `markis identifikacia~ da `darwmuneba~ _ es reklamissxvadasxva funqciebia. kerZod, reklamas SeuZlian daexmaros markis`identificirebas~, magram amave dros SeiZleba iyos `aradamajerebeli~. meores mxriv, marTalia es ori funqciadamokidebulia sxvadasxva strategiisagan, reklamas, romelic xelsar uwyobs `markis identifikacias~ ar SeuZlian iyos damajerebeli.aq gadamwyvet rols TamaSobs momxmareblis sainformaciodamokidebuleba saqmeSi naklebad CaxedulTaTvis. ganixilebastrategiuli xerxebis ori AB aspeqti. A aspeqtSi gamoiyenebamartivi formati `problema – gadawyveta~, aseve reklama ar arissaWiro mowoneboda momxmarebels, xolo B aspeqtSi ganixilebamarkis xelsayrelobis, gamorCenis xeliSewyoba. aseTebia:gancxadebebSi CarTuli unda iyos marto erTi an ori gamorCena anjgufi dakavSirebuli gamorCenaze. reklamaSi naTqvami unda iyosmtkicebulebani upiratesobis Sesaxeb. gamorCenebi adviladdamaxsovrebadi unda iyos erTi an ori kontaqtis gancxadebebiT.martivi formatis gamoyeneba _ `problema _ gadawyveta~ esklasikuri sareklamo formatia xuTi uaryofiTi motivaciiT,romelic warmoadgens saukeTesos dabalCarTuli informaciuliurTierTobisaTvis es formati miesadageba satelevizio reklamas,romelsac momxmareblebi did dros uTmoben, vidre dabeWdilreklamas. Tumca mravalricxovani sareklamo rgolebi uCveneben,rom martivi Tanmimdevroba (jer problema, Semdeg gadawyveta)warmoadgens yvelaze efeqturs markis arCevisaTvis.reklama ar aris aucilebeli moewonos momxmarebels,reklamaSi unda gaiJReros markis upiratesobaze. upiratesobisTavisuflad damaxsovreba reklamasTan erTi an ori kontaqtiTgankuTvnili naklebad informirebuli auditoriisaTvis. aseve aseTiauditoriisaTvis momxmareblis mimarT transformaciuli189

damokidebulebis xerxebia: emociuri utyuaroba _ ZiriTadi elementi da erTaderTiupiratesoba.emociebis mxatvruli gadacema unda iyos unikaluri markisaTvis.miznobriv auditorias reklama unda mowondes;ar unda gakeTdes ganacxadi upiratesobis Sesaxeb, radganac igiigulisxmeba;gameoreba asrulebs akumulirebul da damkvidrebul funqcias.bazarze warmatebuli konkurenciisaTvis saWiroa mniSvnelovanixarjebi, raTa daimorCilos auditoria da konkretuli markisreklama unda iyos intensiuri. velasis sityvebi, romtransformaciulma reklamam unda uzrunvelyos markisdamaxsovreba momxmarebelTa SegnebaSi.8.4.reklamis xerxebi transformaciuliauditoriisTvismarkisadmi damokidebulebis formirebis strategiadakavSirebuli reklamasTan gaangariSebulia transformaculiauditoriisaTvis: markis yidvis gadawyveta aRiqmeba sakmaodsaxifaTod, romelic Txoulobs darwmunebas da gansakuTrebulurTierTobas yidvamde. rogorc wesi, mocemul gadawyvetassafuZvlad udevs: socialuri dakmayofileba, inteleqtualuri anprofesiuli stimulacia, socialuri mowoneba. markis arCevareklamis safuZvelze orjer motivirdeba im mosazrebiT, romtransformaciul motivs win uZRvis xelmeore informacia.produqtis da momsaxurebis riskTan dakavSirebulia mravali,faqtori, romlebic pasuxoben dadebiT myidvelobiT aRznebas. maTmiekuTvneba: turistuli mogzaurobebi, korporaciuli imiji, axaliavtomanqanebi: moduri tansacmeli da fufunebis sxva sagnebi,romelTa yidva xorcieldeba referentuli jgufis (socialuri190

mxardaWera) zegavleniT.sxvadasxva formis reklamis SemoqmedebiTi strategiisSeswavlis Semdeg, ganixileba kidev erTi taqtikuri xerxi,reklamis wamyvanis modeli. wamyvani aRiqmeba rogorc gancxadebebiswyaro. reklamis wamyvanebi an gmirebi SeiZleba iyvnen: cnobiliadamianebi, eqspertebi, mogonili personaJebi, jgufiswarmomadgenlebi Taviseburi cxovrebis stiliT, usaxelo wamyvanebi,romelTa xma ismis tele- an radioreklamis kadris miRma.xSir SemTxvevaSi cnobili pirovneba wamyvanis rolSi,aZlierebs markisadmi saqmeSi Caxedulobas. mTavaria wamyvanmayuradReba ar gaufantos Tavisi pirovnebiT markas. es efeqticnobilia `vampiris efeqtiT~.wamyvani SeiZleba SeirCes rositer-persis meTodiT. SerCevismodeli Seicavs wamyvanis oTx ZiriTad maxasiaTebels: gagebas,saimedobas, momxibvlelobas da Zalas.komunikaciuri moqmedebis efeqturobisaTvis gamoiyenebawamyvanTa testireba da SesaZlo alternativebi ganixileba.SemoqmedebiTi strategiis erT-erT saxes warmoadgens RiaSedarebiTi reklama, romelTa rekomendaciebi gamoyenebisTvisdafuZnebulia piCmanis da stiuartis namuSevrebis Sedegebze.momxmarebels aCveneben SedarebiT reklamas sxva komerciulreklamasTan erTad satelevizio programebis dros.SedarebiT Ria reklama zrdis yidvis procents orjer metad.es reklama ZiriTadad gamoiyeneba bazris `dapyrobisaTvis~ daliderobisaTvis. es reklama gamoiyeneba saSualo da pataramarkebisaTvis Zlieri konkurentebisaTvis.8.5. socialuri media-marketingiTanamedrove marketingi mniSvnelovan transformaciasganicdis. mwvave konkurenciul ekonomikur garemoSi bizness metad191

Tul viTare- baSi uwevs saqmianoba. aseT pirobebSimomxmareblebTan momgebiani, stabiluri urTierTobebis SenarCunebasasicocxlo mniSvnelobisaa biznesisaTvis. mecnieri da praqtikosimarketologebi dRes Tanxmde- bian imaze, rom socialuri mediamarketingimarketinguli komunikaciebis efeqtiani saSualebaamomxmarebelTa stimulirebisaTvis. igi xels uwyobs, rac SeiZlebametad mimzidvelad warmoCindes produq-ti da momsaxurebamiznobrivi momxmareblis winaSe. bolo periodSi integrirebulimarketinguli komunikaciebi gafarTovda, daemata axaliinteraqtiuli arxebi, romelmac ufro gaaZliera momxmarebelTaSesaZleblobebi. Mmarketerebi ki iseTi axali gamowvevebis winaSedadgnen, rogoricaa socialuri-media marketingis gamoyenebakompaniis warmatebuli strategiis misaRwevad.socialur media -marketingma revoluciuri gadatrialebamoaxdina globalur samyaroSi da socialuri komunikaciebis axalisaSualebebiT kidev ufro gaaZliera momxmarebelTa roli biznesindustriaSi. socialuri media Tavisi qselebis saSualebiT flobsmiznobrivi bazris ukeT momsaxure bisaTvis yvela berkets.brendis reklamireba rac SeiZleba naklebi danaxarjebiT davirtualuri sivrcis meSveobiT misi popularizacia gansakuTrebiTaqtualuria saqarTveloSi, sadac turizmi erT-erT prioritetuldargad aris miCneuli dReisaTvis da xorcieldeba misiganviTarebis efeqtiani RonisZiebebi. Tumca, naklebad arisgamoyenebuli socialuri media- marketingis instrumentebimomxmarebelTa mosazidad. amasTan, xazgasmiT unda aRiniSnos, romsocialuri -media marketingis gamoyenebisa da momxmarebelze misizemoqmedebis efeqtianoba jer kidev Seuswavlelia.`axali zemoqmedni` aseTi A saTauriT daibeWda 2007 wels paulgilinis betseleri wigni, romelic marketologebissaxelmZRvanelo gaxda socialuri mediaSi. tradiciuli marketingismixedviT, produqti- sa da momsaxurebis mimarT momxmareblisukmayofileba gadaecemoda daaxloebiT 10 adamians, rac dRes ukve192

moZvelebuli midgomaa. socialuri mediis axal eraSi momxmarebelsSeuZlia miawvdinos sakuTari xma 10 mln adamians. marketologebseZlevaT saSualeba aqtiuri dialogi awarmoon momxmareblebTan daaRmarTon ndobis kedeli, rac momxmarebelTa keTilganwyobisa daxangZlivi partnioruli urTierTobis garanti gaxdeba. socialurimedia-marketingi (mas sasaubro marketingsac ki uwodeben)aerTianebs internetis momxmare- belTa uzarzarmar auditoriassxvadasxva geografiul arealSi. igi dabali danaxarjebiTaxerxebs momxmarebelTa dainteresebasa da stimulirebas maTimoTxovnebis dakmayofilebisaTvis. socialuri -media marketingiexmareba momxmarebelebs sakuTari azrebisa da SexedulebebisgamoxatvaSi, igi mimarTulia miznobriv bazarze myofimomxmareblisaken, romelic myisierad reagirebs yovelgvarmarketingul qmedebaze. virtualur sivrceSi informaciis miRebisbevri saSualebaa : cnobari, portali, blogebi da sxvadasxvasaxeobisis internet saiti, sadac momxmareblebi ecnobianmomsaxurebis SemoTavazebebs . maT saSualeba aqvT produqtebierTmaneTs Seadaron da sasurveli arCevani gaakeTon. momxmarebelTaarCevani didad aris damokidebuli imaze, ramdenad martivad dadroulad miiRebs momxarebeli informaciis srul paketsturistuli kompaniebisa da saagentoebis mravalferovaniSeTavazebis Sesaxeb. STabeWdilebebis gaziareba, informaciismimoxilva, rCevebis micema rogorc momxmareblis, aseve turizmisbiznesis warmomadgenlebisaTvis metad aqtualuria. mogzaurobebisada turistuli marSrutebis Sesaxeb informaciis 68,2 %-sMmomxmarebelebi K Rebuloben internetis saSualebiT. turistulbiznesSi eleqtronulma vaWrobam radikalurad Secvalaturistuli produqtebis warmoebis, gavrcelebisa da momxarebelTastimulirebis praqtika. virtualur sivrceSi socialuri qselebismravali saxeoba funqcionirebs. turizmis marketingisaTvis yvelazecnobili da efeqtiani socialuri media qselebia Facebook, Twitter,YouTube.193

logi gamoiyeneba siaxleebis, Setyobinebebisa da regularuliganaxlebebisaTvis, rac ukavSirdeba konkretul SemoTavazebebs,niSebs an/da adgilmdebareobebs. ganuzomlad izrdeba mikro-blogisroli socialuri mediis marketingSi. mikro-blogis samyaros mefedgvevlineba Twitter, Tumca, sxva msgavsi saitebic funqcionirebs .Twitter-saqvs dawesebuli limiti 140 simboloze TiToeuliCanawerisaTvis momxare- blebi iyeneben linkebs suraTebisaTvis,blogis SemadgenlobisaTvis da aqtiurobis damatebiTiinformaciisaTvis. Twitter 100-jer ufro metad sasargebloamarketinguli kvlevisaTvis , vidre G Google. Tu 2004 wlisdasawyisSi 1 mln blogi iyo registrirebuli, 2009 wlisaTvis 112mln daregistrda. marketinguli media marketingi iyenebs YouTube,Flickr, Scribd saitebs, romlebic ZiriTadad mimarTuliagansakuTrebuli saxeobis media masalis ganTavsebaze, gamoyenebasada distribuciaze magaliTad, SesaZlebelia YouTube-ze arsebulivideo xelmisawvdomi gaxdes nebismieri saitisaTvis. Aamis msgavsadsuraTebi gamoiyeneba sxva saitze Flickr-is meSveobiT. socialurisaniSneebi Stumbleupon, Digg, Propeller, Delicious SesaZlebelsxdis konkretuli onlain resursebis an internet-saniSneebisusafrTxo Senaxvasa da aseve ganTavsebas ise, rom es informaciasxvebisTvisac xelmisawvdomia. socialuri qselis Facebook-isvebgverdebi momxarebels sTavazobs turizmis produqtis yvelazediversificirebul koleqcias , sadac warmodgenilia socialurimediis mTeli speqtri fotoebiT, sasaubro forumebiT. Facebook-syavs personificirebuli, araoficialuri momxmarebeli, xoloLinkedin-is socialur qseli profesional , gamocdil adamianebzeaorientirebuli. Mmas 85 mln momxmarebeli hyavs. socialuri mediamarketingisspecialisti loren makmuleni miiCnevs, romwarmatebuli socialuri media -strategiisaTvis aucilebeliamTavari/sakvanZo/ gzavnilebis Seqmna da wardgena, raTa miznobrivi194

azarze gayidvebis swrafi zrdis uzrunvelsayofad iqnesmopovebuli momxmarebelTa keTilganwyoba . socialuri mediasaniSnebis instalireba (Bookmarking) aris erT-erTi swrafi meTodiinternet momxmareblebisaTvis, imisaTvis raTa maT Camoayalibon,daanawilon da marTon mimdinare xelmisawvdomi veb- resursebi.socialuri bookmarking-is momsaxureba exmareba internetismomxmareblebs imaSi, rom rom maT Seqmnan specialuri saniSneebi,raTa igi ufro SesamCnevi da advilad mosaZiebeli iyos saZiebosistemebis mier. sagrZnoblad izrdeba SeTavazebulimomsaxurebebiT dainteresebulTa raodenoba. socialuri mediismomxmarebelma zustad unda SearCios socialuri qseli da misisaSualebiT moiZios misTvis saWiro produqti da momsaxureba. ammiznis misaRwevad aucilebeli ar aris yvela socialuri mediisvebsaitebis codna. tradiciuli media saSualebebisgan gansxvavebiT,socialuri media informaciis gadacemis unikalur gzebs iyenebsyvela mimarTulebiT. socialuri media ganviTarebis procesissxvadasxva etaps gaivlis. socialuri mediis saswavlo programaSimocemulia socialuri mediis ganviTarebis 5 etapi, romelicuSualod Seesabameba momxmareblis qmedebas: inertiulia/inactive / –igi jer CarTuli ar aris socialurqselebSi da pasiuria; damkvirvebelia /spectator/ -mxolod dakvirvebis procesSiada ar aris CarTuli; CarTulia /joiner/ –qselebSi aris daregistrirebuli,magram pasiuria ; kritikulia/critic/ –aqtiurad CarTulia da Sexedulebebisgamziarebelia ; Semqmnelia/creator/- TviTon qmnis sakuTar blogs, videorgolebs;195

Tavi 9. sareklamo kvlevebis strategia9.1. sareklamo kvlevebis strategiis SemuSavebasareklamo kvlevebis strategiis formireba es sareklamokvlevebis pirveli da yvelaze mniSvnelovani stadiaa. am etapzeganisazRvreba marketingis miznebi, biujetis sidide, miznobriviauditoriis parametrebi, agreTve reklamisadmi midgomastimulirebisa da imk-s fonze.sareklamo kvleva tardeba sareklamo procesis oTxivestadiaze.sareklamo strategiis SemuSavebis stadiaze pasuxi unda gaecesSemdeg mravalricxovan SekiTxvebs: ras warmoadgens bazari?rogoria momxmareblis survilebi? rogoria konkurenciis done? rainformacia unda miitanos bazarze sareklamo Setyobinebam? rogorvapirebT amorCeuli segmentis dapyrobas?reklamis Sesrulebis kontroli. reklamis Seqmnis stadiaze196

gamoiyeneba ori saxis kvleva:kvleva mimarTulia informaciis miRebaze, romelic stimulsmiscemda SemoqmedebiT koleqtivs da daexmareba maTmomxmareblis enis gagebaSi. SemoqmedebiTi koncefciis kvleva. ideis, monaxazis,videomasalebis, sityvis da a.S. raTa ganisazRvros ramdenadSesZleben isini imas, rac gansazRvrulia SemoqmedebiTistrategiiT.winaswari testireba- gulisxmobs reklamis ideebis Sesworebasda warmoadgens sareklamo kvlevis metad winaaRmdegobriv etaps.sareklamo kampaniis Sefaseba gulisxmobs trening-kvlevisCatarebas, romlis ZiriTadi amocanaa miRebuli Sedegebis analizi.sareklamo kvlevis ZiriTadi mizania kreatiuli strategiisSemuSavebaSi daxmareba, romelsac aqvs uprecedento mniSvneloba,Tu strategia arasworia, maSin misi momdevno nabijebiaSemoqmedebiTi ideebis SemuSaveba, mastimulirebeli winadadebebi,media-gegmis Sedgena. marketingSi kargi strategiis Seqmna ufromniSvnelovania, vidre misi cxovrebaSi ganxorcieleba, ra Tqmaunda, aucilebelia orives Sesruleba maRal doneze.9.2. situaciuri analizi, xarisxobrivi daraodenobrivi kvlevebikvlevas:sareklamo strategiis Seswavla unda moicavdes sami tipissituaciuri analizis kvlevas;xarisxobrivi kvlevas; raodenobrivi kvleva;situaciuri analizi warmoadgens yvela faqtorisgaTvalisiwnebas, romelic gavlenas moaxdens mogebaze. gayidvebis197

moculobaze bazris wilze da sxva. situaciuri analizis mTavariamocana aris sareklamo kampaniis winaSe marketinguli miznebisgansazRvra.cxrili 16 situaciuri analizis struquturamogebis gansazRvragasaRebis moculobis gansazRvra, bazris wilis gansazRvrasareklamo kapitalis gamoTvla (moTxovnis faseuli elastiuroba)miznobrivi auditoriis qmedebis Sefaseba ( pirveli daganmeorebiTi Sesyidvebi)reklamis xarjebis da reklamis Sinaarsobrivi analizistimulirebis RonisZiebebis Sinaarsobrivi analizidargis kvlevakompaniis Sida monacemebis kvlevasituaciuri analizis dros aucilebelia perspeqtiulimomxmareblis kvleva, raTa mkveTrad ganisazRvros Tu vinwarmoadgens saqonlis, an momsaxurebis savaraudo myidvels.situaciuri analizi _ es aris Zalzed mniSvnelovani da rTulinawili sareklamo strategiis kvlevisa da igi aucilebeliaimisaTvis, rom ganvsazRvroT marketingis miznebi. Tavisi arsiT igiaris meoradi kvleva.axla ganvixiloT sareklamo strategiis pirveladi kvlevebi,romelSic monawileoben momxmareblebi. es kvlevebi iyofaxarisxobriv da raodenobriv kvlevebad.situaciuri analizi exmareba mkacrad ganisazRvros bazari,romelzedac kurirebs saqoneli an momsaxureba.2. xarisxobrivi kvleva. interviu potenciur da faqtiurmyidvelebTan faqtiurad yovelTvis aucilebelia. isinigvexmarebian miznobrivi auditoriis identificirebaSi, Sesabamisifunqciuri da komunikaciuri miznebis CamoyalibebaSi, markispoziciis gansazRvraSi da damtkicebaSi.xarisxobrivi kvleva didi TavisTavad warmoadgens jgufur198

intervius (fokus jgufebi) da Rrma individualur intervius,yvelaze xSirad tardeba interviu fokus jgufebTan.individualuri interviu tardeba sxvadsxva produqtisa damomsaxurebis Seswavlisas, individualuri intervius meTodi ufroefeqturia, vidre fokus-jgufebi. Tu gadawyvetilebas SesyidvisSesaxeb iRebs jgufi. sasurvelia Catardes interviu miznobrivijgufis yvela wevrTan. mkvlevars SeuZlia gamoiyenos mzaSekiTxvebi cxrilidan an mis safuZvelze Seqmnas, SekiTxvebi undaexebodes myidvelebis azrebs sasaqonlo kategoriebze, sxvadasxvamarkebze, adamianebze, romlebic iyeneben am markebscxrili 17xarisxobrivi kvlevis saerTo struqturaSesavali, miznebis gadmocemaintervius mizani –TiToeuli momxmareblis azri markis Sesaxeb;Semxvedri SekiTxvebis masalebi, TiToeulis komentari ZalianmniSvnelovaniavin iRebs gadawyvetilebasvin iRebs iniciativas produqtis Sesyidvaze. vin axdens gavlenasarCevanze. vin iRebs gadawyvetilebas, vin yidulobs da vin moixmarsam produqts?gadawyvetilebis miRebis TanmimdevrobamniSvnelovania TiToeuli monawilis gadawyvetilebis miRebisprocesis Tvalyuris devneba Tavidan bolomde: ra, sad, rodis daratom Seisyideba esa Tu is produqti.kategoriis dayofaPproduqtisa da brendis saxeebi, unda daisvas rac SeiZlebamravali SekiTxva, raTa gamovlenil iqnas Sesyidvis yvela martivida sasurveli sargebeli.brendTan urTierTobaromeli brendi gicdiaT, mogixmariaT da SegisyidiaT ganmeorebiT?romel markas yidulobT yvelaze xSirad? TiToeuli markis susti199

da Zlieri mxareebi, markasTan dakavSirebuli asociaciebi.reklamayvela markis reklamis nimuSebis Cveneba. romeli marka iwvevs ufromet ndobas da undoblobas? ratom? axali markis, romelicsargebeli unda iyos naCvenebi reklamaSi? romeli sareklamosaSualebebi unda iqnas gamoyenebuli.stimulirebaTiToeuli markis mastimulirebeli winadadebebis gacnoba.momxmareblis damokidebulebis gageba markis mastimulirebeliRonisZiebebis Sesaxeb. stimulirebis upiratesi tipebi.reziumegviTxariT, romel markas warmoadgenT Tqven, gavarkvioT ammarkasTan dakavSirebuli mdgomareoba.xarisxobrvi kvleva unda daexmaros firmis menejers reklamiskomunikaciebis da stimulirebis gegmis SemuSavebaSi.miznebi.18 cxrilSi CamoTvlilia xarisxobrivi kvlevis mTavarixarisxobrivi kvlevis miznebi1. reklamis da stimulirebis RonisZiebebisaTvis optimalurimiznobrivi auditoriis gansazRvra2. miRebuli gadawyvetilebis funqcionaluri miznebis da rolisgansazRvra3. momxmareblis qcevis modelis ageba4. komunikaciis miznebis modelis ageba5. komunikaciis miznebidan gamomdinare mastimulirebeliRonisZiebebis Sefasebamotivaciis kvleva. Tavdapirvelad xarisxobriv kvlevasuwodeben `motivaciebis Seswavlas~. Tu produqtisSesyidvismeqanizmebi napovni ar aris, SeiZleba CaiTvalos, rom xarisxobrivmakvlevam ver Seasrula Tavisi yvelaze mTavari funqcia.200

interviuers ainteresebs ori saxis informacia: motivebis buneba _ rogorc dadebiTi, aseve uaryofiTi; `momxmareblis eniT~ aRwerili konkretuli sargebeli,romelsac momxmarebeli Tvlis mniSvnelovnad dapasuxobs mis motivaciebs.raodenobrivi kvleva tardeba xarisxobrivi kvlevis damatebiT.igi uzrunvelyofs damatebiT informacias, romelic SeiZlebasaWiro gaxdes reklamis da stimulirebis gegmis Seqmnisas.raodenobrivi kvleva verc erT SemTxvevaSi ver SesZlebsxarisxobrivi kvlevis Secvlas.raodenobrivi kvleva TavisTavad warmoadgens momxmareblisdidi raodenobis (200-dan 100 kacamde damokidebulia potenciurimiznobrivi auditoriis ricxvze da saWiro sizustis xarisxze)anketirebs. anketirebis Semdeg tardeba miRebuli monacemebisstatistikuri analizi. raodenobrivi kvlevis Catarebisas ar arissaWiro momuSavebis fsiqologiuri momzadeba. aq mniSvnelovaniacifrebTan muSaobis codna. sferoebi, sadac gamoiyenebaraodenobrivi kvleva CamoTvliliacxrili 19.miznobrivi auditoriis klasifikaciasasaqonlo kategoriis da markis saqmeSi Caxedulobis gazomva,markasTan urTierToba. yvela respodentis qcevis gansazRvra 12qvekategoriad dayofis mizniT.markis sargeblis ranJirebayvela markis ranJireba maT mier warmodgenili sargeblisTvalsazrisiT (myidvelis TvalSi) da situaciis Sesabamisad.demografiuli maxasiaTeblebigeografiuli regioni, qalaqi, gareubani, sofeliindividualuri: asaki, sqesi, nacionaloba, Semosavali, ganaTleba,saqmianobis saxefsiqologiuri maxasiaTeblebisfero: qmedeba, interesebi da azrebi, socialuri klasisfaseulobebis CaTvliT.201

kategoriasTan dakavSirebiT: qmedeba, interesebi da azrebikategoriasTan kavSirSi.piradi maxasiaTeblebiinteleqtis saimedo gazomva, mRelvareba, gulisxmiereba _yvelaferi is, rac Seexeba darwmunebis SesaZleblobebs.reklamis kontaqtirelamis sxvadasxva saSualebebTan kontaqtebis sixSirereklamasTan kontaqtis momentSi adamianis adgili da mdgomareoba.raodenobriv kvlevas Tan sdevs sami ZiriTadi mizani:1. miznobrivi auditoriis qvejgufis zusti klasificireba;2. miznobriv auditoriasTan sargeblis zusti dakavSireba;3. TiToeuli miznobrivi auditoriidan xalxis vrceliportretebis Seqmna, romlebic iReben gadawyvetilebas.Tu msxvilma firmam gadawyvita, rom Tavisi sareklamo kampaniamimarTos ramdenime auditorias da surs gansazRvros Tu zustadromel qvejgufze aris ukeTesi orientireba, man aucileblad undagamoiyenos raodenobrivi kvleva. markisadmi loialurobisxarisxidan gamomdinare yvela momxmarebeli dayofilia 12qvejgufad:1. erTi markis loialuri momxmareblebi;2. ramdenime markis loialuri momxmareblebi;3. markis aramudmivi momxmareblebis eqsperimentulikeTilganwyoba;4. sxva markebis aramudmivi momxmareblebis eqsperimentulikeTilganwyoba;5. sxva markebis eqsperimentuli momxmareblebi;6. sxva markebis regularuli momxmareblebi;7. kategoriisadmi keTilganwyobili axali momxmareblebi;8. kategoriis ucodinari axali momxmareblebi;9. kategoriisadmi arakeTilganwyobili axali momxmareblebi;10. sxva markisadmi keTilganwyobili loialuri momxmareblebi;11. sxva markis uaryofiTad loialuri momxmareblebi;202

12. sxva markis neitraluri loialuri momxmareblebi.reklamis testirebis mTavari mizania _ sareklamo gancxadebissaboloo variantis maRali efeqturoba. imuSavebs Tu ara reklamaise, rogorc dagegmili iyo. damokidebulia sam faqtorze: reklamis SemoqmedebiT SesaZleblobaze _ komunikaciurimiznebis miRwevis uzrunvelyofa da markis sworipozicireba; sareklamo saSualebebis swori SerCeva da misiganTavsebis grafikebi; reklamis konkurentunarianoba.reklamis teqstireba saSualebas gvaZlevs SevafasoT pirvelifaqtori. danarCeni faqtorebis Sesafaseblad aucilebeliasareklamo kampaniis kontroli.9.3.SefasebiTi kvleva. reklamis testirebaxarisxobrivi kvlevis naklovanebam miiyvana bevri reklamisSemkveTi komunikaciuri testirebis gamoyenebasTan. TqvengadaixadeT fuli. saagentos momxmareblis fsiqografiulianalizisaTvis, maTi azrebis kvlevisaTvis. sareklamo strategiaSemuSavebulia, mosaxleoba miiRebs reklamas albaT dadebiTad,magram Tqven gindaT gaarkvioT swored daxarjeT Tu ara saxsrebi,rogor unda Sefasdes reklamis efeqturoba. amisaTvis arsebobssxvadasxva xerxebi, ganvixiloT is meTodebi, romelsac iyenebenreklamis damkveTebi misi aqtiurobis Sesamowmeblad. SefasebiTkvleva tardeba saboloo gadawyvetilebis misaRebad TiTqmisdamTavrebuli reklamis gamoyenebaze. amiT igi gansxvavdebastrategiuli kvlevisgan, romelic gamoiyeneba plusebis daminusebis gamosavlenad SesaZlebeli strategiebidan da koncefciisda midgomebis sxvadasxva variaciebidan. testi damaxsovrebaze;203

testi darwmunebaze; pirdapiri pasuxebis Sejameba; komunikaciuri testebi; kadrobrivi testireba; sabazro testebi.pirveli sami testi aris yvelaze gavrcelebuli. ganvixiloTTiToeuli maTgani: testebi damaxsovrebaze dafuZnebulia imis varaudze, romreklama zemoqmedebs adamianze da mis maxsovrebaze tovebsgansazRvrul kvals. testebi damaxsovrebaze iyofa orZiriTad jgufad: testebi gaxsenebaze da testebigamocnobaze. testebi gaxsenebaze -mimarTaven sareklamo rgolisdemonstrirebas qseluri televiziis programaSi, romelicregularulad gadaicema praim-taimSi. meore dRes interviuerisam-oTx qalaqSi rekavs telefoniT 200 SemTxveviT amorCeulnomerze da saubrobs xalxTan, romelic uyures televizorszustad im dros, rodesac gadioda sareklamo rgoli. testebigaxsenebaze aris sakmaod ZviradRirebuli saqmianoba. erTisatelevizio reklamis testireba ucxoeTSi jdeba daaxloebiT9000-17000$, xolo beWdviTi reklamisTvis 7000-130000$.testebi gamocnobaze- testebis arsi mdgomareobs imaSi, romjer vanaxebT mayurebels reklamas Semdeg gavarkvevT unaxavTTu ara igi adre. pirvelad mkvlevarebi mas iyenebdnen beWdviTireklamis Sefasebisas. am testebma miiRo misi avtoris denielstarCis saxelwodeba.testebi darwmunebaze- ZiriTadi sqema testebis Catarebisadarwmunebaze an testi urTierTobis Secvlaze gamoiyurebaSemdegi saxiT: Tavdapirvelad mkvlevarebi arkveven Tumomxmarebeli ramdenad xSirad iZens konkretul markas. SemdegmaT aCveneben am savaWro markis reklamas. reklamis Cvenebis204

Semdeg momxmarebels kvlav ekiTxebian imis Sesaxeb, Tu risyidvas isurvebdnen. miRebuli Sedegebi analizdeba im mizniT,rom Sefasdes saqonlis Sesyidvebis zrda reklamis CvenebisSemdeg. darwmunebaze testebis Catarebisas Cndeba ramdenimeseriozuli problema, rac ganpirobebulia auditoriisSemadgenlobiT, gare garemoTi savaWro markis cnobilobiT dakvlevis RirebulebiT, testebis utyuaroba damkvidrebuli imazeqmnian Tu ara eqsperimentis monawileebi warmomadgenlobiTpotenciur auditoriidan amonakrefs, romelzedac mimarTuliareklama. ramdenadac testirebisas respodentebi aRmoCndebianmaTTvis uCveulo garemoSi da grZnoben TavianT Tavsgamosacdelebis saxiT. isini albaT iqnebian aRelvebulebi,daZabulebi da gabrazebulebic ki, vidre saxlis pirobebSi daSesaZlebelia gaxdes racionaluri reaqciis gadaWarbebaemociurze. arapirdapiri pasuxebis Sejameba- zogierTi sateleviziosareklamo rgolSi naCvenebia momxmareblebisaTvis telefonisnomeri ufaso zarebisaTvis, agreTve specialur kuponebs.internet saitis misamarTebs an winadadebebs kontaqtebze.kontaqtebis Txovnaze reaqciebi warmoadgens reklamisaqtiurobis Sefasebis uSualo sazoms.komunikaciuri testebi-xandaxan reklamis SemkveTebi iyenebenkomunikaciur testebs, rogorc saboloo SefasebisaTvis, asevediagnostikuri kvlevis CatarebisaTvis. Tu reklamis SemkveTiar aris darwmunebuli rom cnebadoba, gaxseneba da darwmunebawarmoadgens reklamis efeqturobis adekvatur Sefasebas,agreTve ar endoba momxmareblis pirdapir reaqciebis Sejamebas,mas SeuZlia Seudges pasuxebis moZebnas sam ZiriTadkomunikaciur SekiTxvaze: a) namdvilad miawoda Tu arareklamam is mimarTva, romelic unda miewodebina. b) miawoda Tuara reklamam nebismieri mimarTva, romelic ar unda miewodebina205

da g) miznobrivi auditoriis warmomadgenlebi, rogorreagireben mimarTvaze, mis gansakuTrebulobaze, codnaze,siuJetze.?kadrebis testireba. satelevizio sareklamo rgolis Cvenebebisdros mayureblis reaqcia kadrebis Cvenebisas icvleba.mkvlevarebi cdiloben am cvlilebebs Tvalyuri adevnonsxvadasxva saSualebebiT. am testebs Soris yvelaze cnobiliae.w. VIEW FACTS PEAC _ testi, romlis drosac mayurebeliimyofeba saCvenebel oTaxSi, aWers Rilaks misTvis gankuTvnilpultze imis identifikaciisaTvis moswons, Tu ar moswonsteleekranidan naCvenebi. mayureblisagan miRebul signalebskompiuteri ajamebs, aSualebs maT Sedegebs da Semdgomgamosaxavs grafikis saxiT naCvenebi rgolebis Tanmimdevrulad.kadrebis testirebis meTodis meore variantSi momxmarebelsxelSi umagreben specialur eleqtroids maTi kaniseleqtrogamtarobis gazomvisaTvis, radgan sareklamo rgolissxvadasxva nawili mayurebelSi iwvevs gansxvavebul reaqciebs.maTi kanis eleqtrogamtaroba icvleba, rac saSualebasgvaZlevs avagoT grafiki emociuri kavSiris maCveneblisTanmimdevrulad naCveneb kadrebTan. sabazro testebi. testebi, romelic afasebs gasaRebismoculobaze reklamis gavlenas, uwodeben sabazro testebs.erT-erTi problema sabazro testirebis Catarebisamdgomareobas gasaRebis zemoqmedebis mravali faqtoridan.amitom SeiZleba gamoyenebuli iyos aseTi kvlevisasrespodentebs aCveneben reklamas, xolo Semdgom sTavazoben maTgaakeTon arCevani ramdenime konkurent savaWro markas Soris.Semdeg mkvlevarebi kvlav saubroben im respodentebTan,romelnic iyenebdnen reklamis damkveTis savaWro markas daekiTxebian maT, iyidian Tu ara isini am saqonels momavalSic.am intervius Sedegad mkvlevarebi iReben monacemebs sacdeli206

da ganmeorebiTi Sesyidvebis SefardebiTi wilis Sesaxeb.savaWro markis Tvalyuris devneba. reklamis kvlevis axalsaSualebas warmoadgens savaWro markis Tvalyuris devneba, racmedia saSualebebis diferencirebisas da maRalxarisxovanisaqonlis siWarbisas ufro savaWro markaze TvalyurisdevnebaSigamoixateba. reklamaze metad `savaWro markisadmi erTgulebiskoncefcias gamoxatavs markis mimarT urTierTobis farTodiapazons: misi miuReblobidan dawyebuli sxvadasxva doniserTgulebamde.aq ganxiluli TiToeul tests gaaCnia Tavisi Rirsebebi danaklovanebebi, romelic moyvanilia cxrilSi #28. arc erTi maTganiar warmoadgens absoluturad zust da arc erTi ar iTvaliswinebsmomxmareblis qcevis da reaqciis iracionalurobas.cxrili 20SefasebiTi meTodebis Rirsebebi da naklovanebebiSefasebiTimeTodebitestidamaxsovrebazetestigaxsenebazetestigamocnobazetestidarwmunebazeuSualoreaqciistestirebaRirsebebistandartebis arseboba,romelicuzrunvelyofsSefasebis maRalsandoobassiswrafe, dabali Rirebuleba,maRalisaimedoobasiswrafe, dabali Rirebuleba,maRalisaimedoobadabali xarjebi damaRali utyuarobanaklovanebebidabali utyuarobagasa-Rebis maCveneblissaxiTdabali utyuarobagasa-Rebis maCveneblissaxiTproblemebi dakavSirebuligamosacdeli auditoriisSemadgenlobazesavaWro markiscnobilebamaRali xarjebi207

komunikaciuri dabali xarjebi datestebimaRali utyuarobakadrebismaRali utyuarobatestire-bismeTodebisabazro testebi SedegebisrelevanturobasavaWro markis SedegebisTvalyuris relevanturoba,devnebadakavSirebulireklamis SemkveTismiznebTan, sa-vaWromarkas SeuZlia ufroukeTesad warmoadginossaqoneli, vidrereklamas.maRali xarjebimaRali saimedoobadabali saimedoobamaRali xarjebi.ganxor-cielebissiZnele rek-lamismniSvnelobis Sek-vecatestebis gamoyenebisas mogebis gansazRvris mravali xerxiarsebobs, magram yuradRebas iqcevs mxolod ori: 1. SemosavlisSida norma, romelic gamoiangariSeba gayidvebidan, kapitalidan ansxva aqtivebidan. 2. Senatani mogebaSiproduqtis mogeba = (Semosavali _ TviTRirebuleba) X erTeulisaqonlis gayidvis moculobazeam mogebis xarjze ifareba produqtTan dakavSirebuli yvelamudmivi danaxarjebi, agreTve saerTo xarjebi reklamaze dastimulirebaze. amrigad, mogeba ganisazRvreba Semdegi formuliT:Amogeba = produqtis SenaZeni _ mudmivi danaxarjebisnawiliAAAAAAAAAAaxali produqtidan mogeba SeiZleba iyos uaryofiTi, sanamrealizaciis moculoba ar gaizrdeba, rom daifaros mudmividanaxarjebi. produqtis Sesaqmnelad muSaobis dawyebis dros, masSiCadebuli investiciebis dabrunebamde ewodeba anazRaurebis dro,romlis dasrulebisas firma miiRebs mogebas.208

gasaRebis moculobis Sefaseba saWiroebs im SemTxvevaSi, rocasareklamo biujetis sidide ganisazRvreba miznebisa da amocanebis,НУП/5S meTodiT, xarjebis analiziT an statistikuriprognozirebiT. garda amisa, eqspertebs, romlebic monawileobenНУП/5S-is procedurebSi, dasWirdebaT informacia gayidvismoculobis Sesaxeb sasaqonlo kategoriaSi. zogierTi kompaniagasaRebis moculobis gasazomad gamoiyenebs Sefasebis ramodenimemeTods.angariSebis mixedviT.winagasayidi Sefaseba.monacemebi skanirebuli mowyobilobis. sxva meTodebi.gasaRebis gazomvis yvela meTodebi gamoiyeneba farTomoxmarebis produqtis gasayidad. sawarmoo daniSnulebisproduqtebisaTvis gamoiyeneba igive meTodebi, magram firmissakuTari informaciis garda, saWiroa kvlevis Catareba.bazris wilis gazomva aucilebelia sareklamo biujetisangariSis meTodebis gamoyenebisas. bazis wili, rogorc gasaRebismoculoba SeiZleba gaizomos gayiduli erTeulis raodenobismixedviT. yvelaze mniSvnelovani nawili bazris wilis miznebisgansazRvrisas aris swored bazris sazRvris gansazRvra.saWiroa faqtiuri da potenciuri konkurenciis gamovlenasavaWro kategoriisTvis. mTeli bazari an savaWro kategoriaTanmimdevrulad SeiZleba daiyos calkeul seqtorebad, rac iZlevaimis saSualebas rom myidveli erTi markidan gadaerTos meoreze.bazris dayofa SeiZleba Semdegi faqtorebis mixedviT:produqtis formiT.upiratesobiT.situaciis gamoyenebiT. savaWro markis dasaxelebiTbazris saboloo sqema anu `sabazro xe~ damokidebulia209

kompaniis menejerisagan. roca bazarze markis arCevani didia xdebaurTierTSecvla erTi markidan gadasvla meoreze. aq gadamwyvetrols TamaSobs xarisxi, fasi.sareklamo komunikaciis mizans xSirad warmoadgens samarkokapitalis Seqmna. am dros mniSvnelovania, rom gasaRebisstimulirebam ar gamoiwvios am kapitalis `gaufasureba~. samarkokapitalis gasazomad, rogorc marketingis mizani, mosaxerxebeliamoranis `ormagi~ moTxovnis elastiurobis Rirebuleba. amisTvissaWiroa mTeli rigi saSualo monacemebi markis fasebis Sesaxebkonkurenti _ markis fasebTan SedarebiT. aseTi monacemebi aqvTmdgrad markebs. magram Tu marka axalia, saWiroa misi momavalipotencialis angariSi, bazarze gasvlis savaraudo fasi.elastiuroba ganisazRvreba zeda da qveda sazRvrebisTvisperiodulad, kviraSi an TveSi erTxel, imis mixedviT Tu ramdenadxSirad icvleba fasi an tardeba marketinguli RonisZiebebi.sasargebloa aseve gamoangariSdes konkurentuli markebiselastiurobis tendenciebi.situaciuri analizis dros yuradReba eqceva miznobriviauditoriis moqmedebis Sefasebas sacdeli da ganmeorebiTi yidvebisCatarebisas, romelic Cveulebriv mimdinareobs produqtisgasaRebis donis gazomvasTan erTad. gazomvis ZiriTadi xerxebia:xangrZlivi sargeblobis samrewvelo da momxmareblobiTi saqoneliangariSebis (sacdeli da ganmeorebiTi gayidvebis) gaTvaliswinebiT,romlis safuZvelze Sedgeba monacemebis baza. sakuTari dakonkurentis markebis sacdeli da gameorebiTi yidvebisgaangariSeba, xSirad yidvadi momxmareblobiTi saqonlis angariSisaxlis skanerebis, Canawerebis, testebis da kvlevis gziT.sacdeli da ganmeorebiTi produqtis prognozirebisaTvisgamoiyeneba basis (Bass) modeli. Tu produqti namdvilad axalia,mTavar mizans warmoadgens ara ganmeorebiTi, aramed sacdeliyidvebi. es modeli gamoiyeneba umsxviles kompaniebSi. basasmodelis gantoleba sqematurad ase gamoiyureba210

Zalian mniSvnelovania, rom reklama iyos zustad `identificirebuli~miznobrivi auditoriisTvis, `brendis identifikacia~aucilebelia * sareklamo informaciis damuSavebis procesSi, raTamiRweuli iqnas pirveli universaluri komunikaciuri miznebi _markis (brendingi) Sesaxeb.igive gamRizianeblebi, romlebic iqneba myidvelis mier markisSerCevis momentSi. sxva sityvebiT, Tu momxmareblisgan saWiroaproduqtis SefuTvis gageba. reklamam, maSin, mkafiod unda aCvenosmarkis SefuTva.cxrili 21 markis gamocnobis sareklamo xerxebi.gamocnoba 1 reklamaSi uzrunvelyofili unda iyos sakmarisikontaqti SefuTvasa da markis dasaxelebasTan.gamocnoba 2 aucilebelia kategoriaSi moTxovnilebis Sesaxebgaxseneba (Tu is utyuari ar aris).gamocnoba 3 pirveli sareklamo `ieriSis~ Semdeg reklamasmoeTxoveba mis-Si intensivobis Sesusteba(aucilebelia markisadmi damokidebulebiskontroli).amrigad, SemoqmedebiT strategiaSi ganixileba markisadmicodnis ori forma _ markis cnoba da gaxseneba.arsebobs markis identifikaciis gamocnobis stimulirebis samixerxi, romelic zeda cxrilSia mocemuli. pirvel SemTxvevaSi,kvlevam da eqsperimentebma fsiqologiis sferoSi, aCvenes romvizualuri gamocnoba-SefuTva an logotipi _ izrdeba, Tu uyurebT211

mas ara nakleb ori wami. ufro naklebi kontaqti iwvevs gamocnobisdaqveiTebas, analogiuri vizualuri gamRizianeblebis dros.maSasadame, Tu amocana mdgomareobs markis gamocnobisa, maSinsatelevizio reklamam unda aCvenos misi SefuTva an logotipi,rogorc minimumi, ori wami.piroba gansakuTrebiT mniSvnelovania axali markisTvis,romelsac myidveli igebs reklamidan, xolo Semdeg _ maRaziaSi.xSir SemTxvevaSi sareklamo saagentoebs ar uyvarT saeTero droisdaxarja ubralo SefuTvis dasanaxad, rac warmoadgens seriozulSecdomas. menejerma daJinebiT unda moiTxovos axali savaWromarkis SefuTvis Cveneba. xolo dabeWdilma reklamam ufro didimasStabiT unda aCvenos axali markis SefuTva an logotipi,damatebiTi vizualuri an teqsturi TanmxlebiT, rom miipyrosmkiTxvelis yuradReba ori wami mainc. aRsaniSnavia, aseve romganxiluli strategiuli xerxi _ yuradRebis aqcentirebagamaxvilebaSefuTvaze an logotipze ar SeiZleba gamoyenebuliiqnas mTeli sareklamo kampaniis dro. mas aqvs gansakuTrebulimniSvneloba axali saqonlis gaSvebis stadiaSi, xolo Semdegsakmarisi iqneba periodulad misi gameoreba.sxva mniSvnelovani aspeqtia markis dasaxelebis aucilebeliCveneba SefuTvaze, Tu Semdegi amocana mdgomareobs markisdamaxsovrebaSi.SefuTvisa da dasaxelebis Cvenebis strategiis gamoyenebisasaucilebelia kodirebis principis erTi mniSvnelovaniTaviseburebis mxedvelobaSi miReba. kerZod, kodirebis principiaxali markisTvis sTavazobs sareklamo gancxadebas.meore, gamocnobis xerxis dros, aucilebelia gaxsenebismoTxovnileba kategoriaSi, gansakuTrebiT axali savaWromarkebisaTvis. SefuTva naCvenebi unda iyos Sesabamis garemoSi. Turas warmoadgens marka (kategoria) da risTvis aris daniSnuli(moTxovnileba). amitom, xSirad SefuTvaze, gamosaxulia TviT212

produqti.moTxovnis kategoriaSi gamosaxva _ es sakmaod rTulistrategiuli amocanaa. amitom reklamaSi mniSvnelovania markisSefuTvis mibma moTxovnilebasTan, anu misi SesaZlo gamoyeneba.mesame, gamocnobis dros, pirveli sareklamo `ieriSis~ Semdeg,reklamas moeTxoveba mis-Si intensivobis Sesusteba (aucilebeliakontroli markis mimarT). markis Sesaxeb codna Tavis piks aRwevssareklamo gancxadebis ori kontaqtis Semdeg. Semdgom codnis doneTandaTan qveiTdeba, risTvisac saWiroa mis-Si sareklamogancxadebebis gaSvebis grafikis dacva.aRsaniSnavia, rom gamocnoba es ar aris kampaniis erTaderTimizani. saWiroebis SemTxvevaSi gamoiyeneba transformaciulireklama markisaTvis.aseve mniSvnelovania markis gaxsenebisaTvis stimulirebis eqvsixerxi.cxrili 22 reklamirebis strategia markis gaxsenebisgaZlierebisaTvisgaxseneba _ 1 sareklamo teqstSi mTavar striqonSi markisdasaxelebasTan miTiTebuli unda iyos moTxovnilebagaxseneba _ 2 gaimeoreT kavSiri (da ara marto markis dasaxeleba)gaxseneba _ 3 gaaZliereT myidvelis `piradi~ kavSiri markasTangaxseneba _ 4 ganixileT specialuri wamyvanis miRwevis SesaZleblobagaxseneba _ 5 sareklamo simRera, romelic aZlierebs markis gaxseneba(TB _ da radioreklama)gaxseneba _ 6 sakuTari reklamis konkurentebis reklamasTan Serwymada bolos, mniSvnelovania myidveli yovelTvis ixsenebdes immarkas, romelic pirvel rigebSia. amitom rekomendirebulia markisreklamis intensivoba iyos, ara nakleb konkurentisa, es sawindariaimisa, rom Tqven markas ar daiviwyeben. markis gaxseneba warmoadgensgaTviTcnobierebis formas: myidveli yidvamde fiqrobs213

alternatiul markaze.bevri sawarmoo daniSnulebis produqtebi da momxmareblobiTimomsaxureba swored am gziT airCeva. Tavdapirvelad myidveliSeignebs moTxovnilebas, xolo Semdeg igonebs SesaZlomimwodeblebs an misTvis nacnob markebs. markis gaxsenebawarmoadgens mTeli auditoriis mizans, romlebic yiduloben msgavsproduqtebs da momsaxurebas.meores mxriv, daaxloebiT yvela produqtis 35% iyidebasupermarketebSi da SeirCeva markis gaxsenebiT (es samarTlianiamarkis loialuri momxmareblebisaTvis). supermarketebSi aramudmivimomxmareb-lebi irCeven im markas, romelsac cnoben.kodirebis princips didi mniSvneloba aqvs markisgaxsenebisTvis. gaxseneba myidvelisagan moiTxovs kavSirebisSeswavlas momxmarebelsa da markis dasaxelebaSi. maSasadame,reklama Sedgenili unda iyos iseTi saxiT, rom gaadvildeskodireba _ daswavla _ mocemuli kavSirebis. es principisafuZvlad devs umetes strategiuli gadawyvetis gaxsenebisstimulirebisaTvis. SeiZleba gamoyenebuli iyos damatebiTi xerxebi.cxr. 25. mocemulia eqvsi strategiuli xerxis markis gaxsenebisstimulirebisaTvis.cxrili 25. reklamirebis strategia markis gaxsenebisgasaZlierebladgaxseneba _ 1 moTxovnilebis dakavSireba markis dasaxelebasTansareklamo teqstis mTavar striqonSigaxseneba _ 2 kavSiris gameoreba (da ara marto markis dasaxeleba)gaxseneba _ 3 myidvelis `piradi~ kavSiris gaZliereba markasTangaxseneba _ 4 specialuri wamyvanis mowvevis SesaZleblobis ganxilvagaxseneba _ 5 pnevmonikuri xerxi an sareklamo simRera markisgaxsenebisaTvis.gaxseneba _ 6 sakuTari reklamis Tanafardoba konkurentebisreklamasTan.214

markis gaxsenebisTvis ZiriTadad gamoiyeneba TanmimdevrobiTiqcevis modeli. rac ufro mniSvnelovania gadawyvetilebis miRebayidvisaTvis, miT ufro Zlierdeba gaxsenebis faqtori da SedegadSeiZleba gaaxsendes xuTi an eqvsi marka, romlis saTaveSi iqnebaswored is risi yidvac unda. amitom reklamirebuli markayovelTvis unda iyos wamyvani konkurentebis markaze maRla, rom ardaaviwydes aravis.markis gaxseneba, daCqarebulad amocnoba warmoadgens markisstimulirebis strategias. myidveli jer igonebs markas, Semdegyidvis adgilas gamoicnobs SefuTviT an logotipiT. arsebobsmarkis gamocnobis stimulirebis modifikaciuri sami xerxi:pirveli strategiuli xerxi markis gamocnobisa es aris markisSefuTva (an kompaniis logotipi) da misi saxelwodeba, romelicmkafiod unda Candes. Tu cudad Cans, maSin sareklamo saagentoSiunda gaswordes.meore strategiuli xerxi markis gamocnobisa aris _ markisCveneba moTxovnis konteqstSi, anu moTxovna markis dasaxelebissareklamo teqstSi mTavar striqonSi iqneba mocemuli. riTacmarkis gaxsenebis siCqare `ormagdeba~.dabolos, yvelaze mniSvnelovani momenti markis gaxsenebisstimulirebis mizniT unda SenarCundes reklamis maRaliintensioba, romelic warmoadgens aucilebel pirobas.gaxseneba, daCqarebuli gamocnobiT warmoadgens stimulirebisstrategiul xerxs da mocemulia qveda cxrilSi 26.cxrilSi 26.reklamis xerxebi gaxsenebisTvis, daCqarebuli gamocnobiT.gamocnobisa da markis dasaxelebis mkafio Cvenebisgaxsenebis xerxebis uzrunvelyofa SefuTvaze.SeTavseba - 1SeTavseba - 2 sareklamo teqstis mTavar striqonSi markisdasaxeleba unda iyos moTxovnasTan.215

SeTavseba - 3 ganmeordes kavSiri (aramarto markisdasaxelebis)SeTavseba - 4 ganmeordes myidvelis „piradi“ kavSiri markasTanSeTavseba - 5 specialuri wamyvanis mowvevaSeTavseba - 6 markis gaxseneba (tv – an radioreklamiT)pnevmoniuri xerxiT an sareklamo simReriTSeTavseba - 7 reklamis maRali intensioba: sakuTari reklamiskonturebis reklamasTan Sexamebareklamis efeqturobis amaRlebis strategiuli xerxisarCevisaTvis, romelic myidvelis (darwmunebis) dajerebas amaRlebs,gamoiyeneba rositer-persis matrica.`darwmunebis~ qveS igulisxmeba miznobrivi auditoriisdadebiTi Zvra. is Tan waiyoliebs: (1) axal damokidebulebas markismimarT; (2) aumjobesebs keTilganwyobilebas (2); keTilganwyobiliurTierTobis mxadaWera (3); Tugind urTierTobis damokidebuleba`Weramde~ iyos asuli; (4) damokidebulebis modifikacia (erTimotivaciidan gadasvla sxvaze) an arakeTilganwyobiliurTierTobis Secvla ukeTesobisaken.modelis I-D-V mezopozicionirebis Sesabamisad, markisadmidamokidebulebis urTierTobis SemoqmedebiTi xerxebi dadarwmuneba ZiriTadad eyrdnoba damokidebulebis or ZiriTadSemadgenels:1. Sexedulebas gamorCenis Sesaxeb (B bi ).2. gavlenian emociur faqtorebs (E i ), romelic Seesabamebaazrebs, an avtonomiur emociebs (E o ).aRsaniSnavia, rom markisadmi damokidebulebis formirebisstrategias, araviTari saerTo ara aqvs markis saqmis Caxedulebisstimulirebis strategiaSi. `markis identifikacia~ da `darwmuneba~_ es reklamis sxvadasxva funqciebia. kerZod, reklamas SeuZliandaexmaros markis `identificirebas~, magram amave dros SeiZlebaiyos `ara damajerebeli~. meores mxriv, marTalia es ori funqcia216

damokidebulia sxvadasxva strategiisagan, reklamas, romelic xelsar uwyobs `markis identifikacias~ ar SeuZlian iyos damajerebeli.aq gadamwyvet rols TamaSobs momxmareblis sainformaciodamokidebuleba saqmeSi naklebad CaxedulTaTvis. ganixilebastrategiuli xerxebis ori A da B aspeqti. A aspeqtSi gamoiyenebamartivi formati `problema – gadawyveta~, aseve reklama ar arissaWiro mowoneboda momxmarebels, xolo B aspeqtSi ganixilebamarkis xelsayrelobis, gamorCenis xelisSewyoba. aseTebia:gancxadebebSi CarTuli unda iyos marto erTi an ori gamorCena anjgufi dakavSirebuli gamorCenaze. reklamaSi naTqvami unda iyosmtkicebulebani upiratesobis Sesaxeb. gamorCenebi adviladdamaxsovrebadi unda iyos erTi an ori kontaqtis gancxadebebiT.martivi formatis gamoyeneba _ `problema _ gadawyveta~ esklasikuri sareklamo formatia xuTi uaryofiTi motivaciiT,romelic warmoadgens saukeTesos dabalCarTuli informaciuliurTierTobisaTvis es formati miesadageba satelevizio reklamas,romelsac momxmareblebi did dros uTmoben, vidre dabeWdilreklamas. Tumca mravalricxovani sareklamo rgolebi uCveneben,rom martivi Tanmimdevroba (jer problema, Semdeg gadawyveta)warmoadgens yvelaze efeqturs markis arCevisaTvis.reklama, ar aris aucilebeli mouwonos momxmarebels,reklamaSi unda gaiJReros markis upiratesobaze. upiratesobisTavisuflad damaxsovreba reklamasTan erTi an ori kontaqtiTgankuTvnili naklebad informirebuli auditoriisaTvis. aseve aseTiauditoriisaTvis momxmareblis mimarT transformaciulidamokidebulebis xerxebia: 1) emociuri utyuaroba _ ZiriTadielementi da erTaderTi upiratesoba. 2) emociebis mxatvruligadacema unda iyos unikaluri markisaTvis. 3) miznobrivauditorias reklama unda mowondes; 4) ar unda gakeTdes ganacxadiupiratesobis Sesaxeb, is igulisxmeba; 5) gameoreba asrulebsakumulirebul da damkvidrebul funqcias.bazarze warmatebuli konkurenciisaTvis saWiroa mniSvnelovani217

xarjebi, raTa daimorCilos auditoria da konkretuli markisreklama unda iyos intensiuri. velasis sityvebi, transformaciulmareklamam unda uzrunvelyos markis damaxsovreba momxmarebelTaSegnebaSi.cnobili sareklamo saagento xelmZRvaneli id ogilvi ,romlis wliuri brunva 10 miliards Seadgens . is reklamisklasikosia, romelmac mecnierulad daasabuTa, rom reklamisSemuSaveba unda efeuZnebodes kvlevebs da isini vincugulvelyofen reklamis mniSvnelobas saSiSni arian imgenerlebiviT, romlebic mtrisagan miRebuli informaciisyuradRebas ar aqceven...9.5. informaciis miRebis da damuSavebis modeli _urTierTobis formirebis safuZveliinformaciis miReba SeiZleba ganisazRros rogorc potenciulimyidvelis piradi Tanxmoba markis upiratesobis Sesaxeb gakeTebulireklamaSi. sawinaaRmdego reaqcia _ miuRebeli asaxavs piraduTanxmoebas upiratesobis gancxadebis gamo. miRebas da miuRebelssxvanairad uwodeben kognitiur (SemecnebiTi) reaqciebs. isiniatareben mkveTrad gamoxatul `emociur~ xasiaTs.miReba warmoadgens ori sxva SemecnebiTi reaqciebis Sexamebas _damaxsovrebis da emociuri aRqmis. urTierTdamokidebuleba yvela`xanmokle droebiTi~ reaqciebs Soris reklamaze an RonisZiebanimarkis win wawevisTvis mocemulia nax. 23. am models ewodebainformaciis damuSavebis modeli ALEA _ pirveli asoebi inglsurisityvebisa Attention, learning, Emotion, Acceptance (yuradReba,218

damaxsovreba, emocia, miReba).yuradRebadamaxsovrebaemociamiRebanaxazi. 14. xanmokle potenciuri reaqciebis ALEA modeli.yuradRebis reaqcia grZeldeba manam, sanam grZeldeba emociurigamaRizianebeli (zeda punqtiriani maryuJi); damaxsovrebis damiRebis reaqciebi (an ar miRebis) warmoiqmneba emociur reaqciasTanerTdroulad.potenciuri myidveli amuSavebs sareklamo informacias piriqiT,mxolod Semdeg, xdeba gadawyvetilebis miReba-armiReba`absoluturi azri~ gancxaddeba markis gamorCenis Sesaxeb.gadawyvetilebis miRebisas moqmedeben komunikaciis sxvaefeqtebic, romelTa Soris yvelaze SemoqmedebiTi strategia, xoloSemdeg transformaciuli damokidebuleba.markisadmi damokidebulebis rekomendirebuli strategiulixerxebi Sedgeba A da B aspeqtebisagan. A aspeqti moicavs motivaciisemociur gadacemas, B gancxadebas markisadmi mxardaWeraSi.ganxiluli darwmunebis taqtika sakmaod rTuli daZneladrealizebadia. reklamistebs moeTxovebaT bevri ZalRone daaranakleb vidre myidvels, romelic iRebs yidvis gadawyvetilebas.219

Tavi 10 saerTaSoriso reklamis ganviTarebistendenciebi.10.1 globaluri reklamis TaviseburebanisaerTaSoriso marketingis warmoSoba da saerTaSorisosaqmianobis globalizacias mohyva reklamis farTomastabianiganviTareba. Mc Cann-Erikson, Yong&Rubicam da J. waltn thompson. pirvelisareklamo saagentoebi iyvnen, romlebmac saerTaSoriso arenazedaiwyes muSaoba. isini TanmimdevrobiT xsnidnen saagentoebs yovelqveyanaSi, sadac msxvili firmebi miznad isaxavdnen axali qveynisbazris dapyrobas. sareklamo saqmianobisadmi aseTi midgoma sakmaodZviri aRmoCnda, garda amisa ar arsebobda imis garantia, romyoveli Semosuli warmomadgeneli adgilobrivi momxmareblismoTxovnis adekvatur momsaxurebas da koordinacias gawevda, amitomsaerTaSoriso saagentoebis umravlesobam ucxour kapitalSi 100%-220

ian monawileobaze uari ganacxada da arCevani erovnulisaagentoebis bazaze Seqmnil erTobliv firmebze gaakeTa.saerTaSoriso bazarze muSaobis es firma xels uwyobsadgilobriv specifikurobasTan SeTanxmebul praqtikul saqmianobasda amasTan axali sareklamo firmebis Camoyalibebaze droisa dafinansuri xarjebis Tavidan acilebas. aqve unda aRvniSnoT, rommultnacionaluri saagentoebis funqciebi ZiriTadad igivea, racCveulebriv bazarze. am tendenciebidan gamomdinare safuZveliCaeyara multnacionalur sareklamo saagentoebs, romlebmacTavianTi qseli Seqmnes msoflios sxvadasxva qveyanaSi. pirveliaseTi saagentoebi gaCnda inglisSi, magram reklamis simbolodmainc aSS-s Tvlian. aseTi damokidebuleba SesaZlebelia aixsnasaSS-Si sareklamo biznesis arnaxuli masStabebiT. aq arsebobsreklamis Semswavleli samecniero da saswavlo dawesebulebebi,biblioTekebi da a.S.miuxedavad araerTgavroni Sexedulebisa reklamissargeblianobaze reklamaze da stimulirebis sxva meTodebzedaxarjuli Tanxebi weliwadSi intensiurad izrdeba. arsebobsazri imis Sesaxeb, rom sareklamo biznesis masStabebiT SeiZlebamsjeloba konkretuli qveynis ekonomikur ganviTarebaze.saqmianoba, romelic ar sruldeba saagentoebis mier msxvilikompaniebis umravlesoba sargeblobs sareklamo agentebismomsaxurebiT, ramdenadac es aZlevs maT upiratesobebs.1990-iani wlebis dasawyisisaTvis umsxvilesma saerTaSorisokompaniebma daiwyes Tavisi sareklamo xarjebis 50%-ze metis xarjvaaSS-s sazRvrebs miRma. me-20 saukunis dasasrulisaTvis, aSS-ssazRvrebs gareT ganlagebuli 500 umsxvilesi saagentos saerToSemosavalma Seadgina 9 miliardi. 25 umsxvilesi saagentosnaxevarze metma, Tavisi mTavari ofisi ganaTavsa aSS-Si, xolofilialebi ki did britaneTsa da iaponiaSi.221

sarTaSoriso kompaniebis mier reklamaze gaweuli danaxarajebikompaniebi Ddanaxarji $jeneral motorsivolmartifordiKkoka-kolaAamerikis bankiYahoostarbaki4, 2 miliardi2, 5 miliari3,9 milardi2, 5 milardi1, 9 miliardi1,3 miliardi95 milioniTeodor levitis (Th. Levit), marketingis da harvardis biznesskolismarTvis profesoris statiam, romelic daibeWda HarvardBusiness Review-s gamoSvebaSi, gamoiwvia polemika sakiTxze, Tu rogormivaRwioT msoflio mocvas. leviti amtkicebda, rom kompaniebmaunda imoqmedon, ise, TiTqos arsebobs erTi globaluri bazari. isamtkicebda, rom gansxvavebebi naciebs da kulturebs Soris aramarto iSleba, aramed isini saerTod ignorirebul unda iqnan,radgan adamianebi mTel dedamiwaze, moqmedeben erTi da igivesurvilebisa da moTxovnilebebis dasakmayofileblad. ufro metic,leviti amtkicebda, rom biznesi iqneba ufro efeqturi, Tu isgaTvlili iqneba globalur bazarze da reklama am processyovelnairad Seuwyobs xels. Llevitis azriT SesaZlebeliaerTgvarovani auditoriisaTvis mTel dedamiwaze erTi da igivemimarTvis efeqtiani gadacemis xerxebis aTviseba, Tumca filipkotleris miiCnevs, rom firmebis sagareo vaWrobisas, magaliTadCoca-cola, Pepsi-Cola da McDonal’d da bevri sxva kompaniis warmateba222

dafuZnebulia produqtis modificirebul poziconirebazesxvadsxva bazrze lokaluri momxmarebelis intersebisgaTvalisiwnebiT. .Aam TvlsazrisiT reklamaze gansxvavebuli Sexedulebis mqonesami ZiriTadi skola arsebobs: globalizacia (standartizacia). es skola cdilobsdaamtkicos, rom qveynebs Soris gansxvavebebi _ ufroganviTarebis donis sakiTxia: vidre mimarTulebis, amitom mTelmsoflioSi reklamis damkveTebma aqcenti unda gaakeTonmomxmarebelTa saerTo maxasiaTeblebze.lokalizaciis (adaptacia). es skola amtkicebs, rom reklamisdamkveTma unda gaiTvaliswinos qveynebs Soris gansxvavebebi,rogoricaa kultura, safexuri, romelzec dgas misi ekonomikada mrewvelobis ganviTareba, sasicocxlo ciklis stadia,masobrivi informaciis saSualebebis xelmisawvdomoba,gamokvlevebis xelmisawvdomoba da saxelmwifo SezRudvebi. Sualeduri (saSualo varianti). es skola Tvlis, rom arcmTliani standartizacia da arc konkretuli adaptacia araris mniSvnelovani da umravlesoba qveynebSi reklamismarTvisaTvis am ori midgomis kombinacia unda iyos aRebuliiseTi faqtorebis seriozuli Sefasebis Semdeg, romlebsacSeuZliaT zemoqmedeba moaxdinon efeqturobaze.amaTgan romeli midgomaa ufro swori?arcerTi maTgani ar SeiZleba iyos swori yvela situaciaSi,sinamdvileSi arcerT firmas ar gautarebia pirdapiri gagebiTglobaluri sareklamo kampania. im kompaniebmac ki, romlebiciswrafvian globalizaciisaken, magaliTad Toyota, McDonald’s Tavisireklamis didi nawili moargen adgilobriv standartebs damaregulirebel normebs. Tumca mTlianad lokalizebulmakampaniam SeiZleba gamoiwvios gaurkvevloba da saboloo jamSiiyos ar iyos efeqtiani.223

ealuri globaluri reklama gvaCvenebs, rom saukeTesomidgoma aris `saSualo~. kompaniebi SezRudulebi arian eniT,regulirebiT da globaluri masobrivi informaciis saSualebebisar arsebobiT. miuxedavad amisa, globalur bazrebze gadasvlagardauvalia.10.2. saerTaSoriso reklamanacionaluri menejmentidan saerTaSorisoze gadasvla axalinstrumentebs iTxovs, saerTo enas (rogorc wesi inglisuri),kontrolis meqanizms da strategiul gegmas.sareklamo testebis saTaurebSi yvela enaze iyeneben slengs,romelic sityvaTa TamaSzea dafuZnebuli. es frazebi am qveyniskulturasTan, tradiciebTan da wesCveulebebTan arisdakavSirebuli. Targmnili teqstebi kargad ar gamoiTqmis, radganTargmnis procesSi ikargeba sityvebi ormagi datvirTviT, amitomglobaluri reklamis teqstebi ki ar iTargmneba, aramed Tavidaniqmneba. zogierTi ena ar Seicavs inglisuri sityvebis eqvivalentursityvebs. ufro metic, problemebTan aris dakavSirebuli britanuliteqstebis amerikulad Targmnac ki. safrangeTSi arsebobs kanoni,romelic enas barbarizmis SemoWrisagan icavs. gansakuTrebiTinglisuridan. amitom iseTi sityvebic iTargmneba, rogoric arisWeek-end, marketingi da a.S.saerTaSoriso reklamis strategiuli gegma biujetTanmimarTebaSi dgeba. arsebobs reklamis ZiriTadi modeli sxvaqveynebisaTvis. pirveli orientirebulia bazarze, xolo meore _kulturaze.rogorc vTqviT, pirveli modeli bazris analizzeadafuZnebuli. igi iTvaliswinebs ramodenime qveynis Seswavlas.yuradReba or ZiriTad maCvenebels eqceva. esenia: savaWro markis sabazro wili kategoriis CarCoSi da224

azris moculoba. es maCveneblebi sxvadasxva qveyanaSiSeiZleba gansxvavebuli iyos. meore modeli aqcents kulturul gansxvavebebze akeTebs.es skola aRiarebs, rom msoflio masStabiT yvelaserTnairi moTxovnilebebi gaaCniaT, magram xazs usvamen,rom es moTxovnebi sxvadasxva kulturebSisxvadasxvanairad kmayofildeba.ra kavSiri aqvs kulturas reklamasTan? reklamis funqciayvela kulturis farglebSi identuria, Tumca sareklamo kulturavarirebs gansxvavebuli kulturebisaTvis. arsebobs reklamisadmimaRali da dabali konteqsturi damokidebuleba. maRalikontaqturi damokidebulebis dros sareklamo Setyobinebis gagebaSesaZlebelia mxolod gansazRvrul konteqstSi. dabalikontaqturi damokidebuleba gulisxmobs sareklamo SetyobinebismiRebis SesaZleblobas konteqstis gareSe. Semdegi problemaaregulirebisa da eTikis sakiTxebi.saerTaSoriso firmebs ar eSiniaT moqmedi kanonmdeblobis, amkanonebis meqanizmebis swori regulireba miaCniaT mniSvnelovnad.magaliTad, Sveciasa da germaniaSi sareklamo agentebsekrZalebaT 12 wlamde bavSvebis mimarT reklamis gakeTeba.safrangeTSi ar SeiZleba restornebis qselis reklamis gavrceleba,xolo avstriaSi ki kviraobiT akrZalulia sareklamo informaciisgavrceleba, sareklamo kampania, romelic warmatebulia erTqveyanaSi, SeiZleba miuRebeli da akrZaluli iyos meoreSi.mxedvelobaSia misaRebi ara mxolod qveynis SigniT moqmedikanonmdebloba, aramed kultura, tradiciebi da wes-Cveulebebi.germaniaSi kanonmdeblobiT daSvebulia 12 welze ufrosibavSvebisaTvis gankuTvnili reklama, Tumca sazogadoebis mxridandamokidebuleba imdenad negatiuri iyo, rom kompaniebma, romlebmacase gariskes, myidvelTa bunti gamoiwvies. bevr qveyanaSi cud tonadiTvleba konkurentebis saxelebis dasaxeleba.saerTaSoriso reklamasa da marketingSi mTeli msoflios225

masStabiT umsxviles damkveTebs multinacionaluri korporaciebiwarmoadgenen.bolo wlebSi specialistebi Tvlian, rom ilustraciebisa dasxva elementebis ucvleli saxiT gamoiyeneba sxvadasxva bazrebzeSesaZlebelia. erTis mxriv igi marTalia, Tvlis, ra rom sxvadasxvaqveynebis momxmareblebi erTmaneTis msgavsni arian da romadamianuri natura ucvleli rCeba damoukideblad sazogadoebriviwyaroebisa. adamiani yvelgan saWiroebs Tavisi fsiqologiuri dafiziologiuri moTxovnilebebis dakmayofilebas.meores mxriv, samarTliania sapirispiro mosazrebac, im pirma,romelic komunikacias axorcielebs mxedvelobaSi unda miiRossxvadasxva qveynebis mcxovreblebs Soris arsebuli gansxvavebebi.isini ara marto sxvadasxva enebze saubroben, aramed gaaCniaTgansxvavebuli religiuri da filosofiuri Sexedulebebi,tradiciebi, Sexedulebebi ojaxze, bavSvebis aRzrdas da ojaxiswevrTa uflebebze. es da sxva ganmasxvavebeli TaviseburebebimoTxovnis formirebaze moqmedebs, Sesabamisad SesaZlebeliaganvacxadoT, rom sxvadasxva bazarze gansxvavebuli sareklamogancxadebis, ilustraciisa da sxva komponentebis gamoyenebaasaWiro.reklamaSi produqtis sasargeblod gamoyenebuli argumentebimomxmareblis gemovnebas, survilebsa da Sexedulebebs undaSeesabamebodnen, e.i. igi mocemul bazarze gabatonebul ganwyobasar unda ascdes. bevr qveyanaSi tuCis sacxis reklamaSi cnobilimanekenis gamoyeneba am saqonels gogonebisaTvis ufro mimzidvelsgaxdis, rasac ver vityviT belgiaze. am qveyanaSi manekenebi cotaada maT didi pativiscemiT ar eqcevian.reklamaSi janmrTelobis SenarCunebis motivis gamoyenebayvelgan erTnairi ar aris. safrangeTSi imis mtkiceba, rom kbilispasta kariess ebrZvis, imdenad efeqturi ar iqneba, rogorc aSS-Si.holandielebi sxvebTan SedarebiT janmrTelobaze ufro metadzrunaven, maTTvis saWmlis gemoze metad masSi kaloriebisa da226

vitaminebis Semcvelobis donea mniSvnelovani.erTi da igive saqonlis reklama sxvadasxva bazarze SesaZloaabsoluturad gansxvavdebodes erTmaneTisagan, vinaidan saWiroaadgilobriv bazarTan adaptacia.yvelaze nakleb modificirebas ilustracia da maketisaWiroeben. teqstisagan gansxvavebiT, sxvadasxva bazarze maTiSeucvlelad gamoyenebac aris SesaZlebeli, vinaidan ilustraciaxSirad erTnairad aRiqmeba. meores mxriv, gansxvavebuligamosaxulebebis gamoyeneba SesaZloa nacionaluri TaviseburebebiTiyos ganpirobebuli. magaliTad: aviRoT yvelis reklamirebagermaniasa da safrangeTSi. germaniaSi sasurvelia, Tu sareklamomasalebSi yvelgan erTad kaTxa ludis gamosaxuleba iqneba.safrangeTSi ufro misaRebia Savi Rvinis bokali.saerTaSoriso marketingis ganviTareba mravali faqtoriTganisazRvreba, Tumca SeiZleba darwmunebiT iTqvas, rom internetisada sxva teqnologiebis ganviTareba mis tempebs ufro aCqarebs.garkveuli drois ganmavlobaSi qselis momxmarebelTa didi nawiliaSS-ze modioda. dRes ukve ase aRar aris. internetis moxmareba bevrqveyanaSi gaizarda.rac ar unda ganviTardes teqnologiebis done, nacionaluriidenturoba TiTqmis yvela qveynaSi darCeba. (magaliTad,nacionaluri xasiaTi iaponelebis, germanelebis, amerikelebis,brazilielebis da a.S. Sexedulebebi erTbaSad ar Seicvleba).Tumca am bolo periodSi SeimCneva reklamasaTan mimarTebaSisxvadasxva qveynis momxmareblis qcevis msgavseba, racdamkvidrebuli stereotipebis garkveul cvlilebebs gamoiwvevs.reklama ara sityvasityviT Targmnas moiTxovs, aramedSemoqmedebiT midgomas. gansxvavebuli Sexedulebebia teqstis erTienidan meoreze Targmnis Taobaze.moqmedeben:reklamaze sxvadasxva sabazro segmentze Semdegi faqtorebi227

eklamirebadi produqciis xasiaTi (specifika);bazrebis erTgvarovneba da araerTgvarovneba; reklamis ganTavsebis saSualebebis maxasiaTeblebi daTaviseburebebi; sareklamo saagentoebis done calkeul sabazro segmentebze; sareklamo saqmianobis saxelmwifo regulireba; sabaJo gadasaxadebi SemoqmedebiT saqmianobasa da beWdviTmasalebze; saqmis warmarTvis normebis dargobrivi kodeqsebi, biznesiseTikis gageba da urTierTSeTanxmebuloba dargis SigniT;reklamis damkveTis saorganizacio struqtura.10.3. saerTaSoriso (globaluri) reklamis testirebaganvixiloT saerTaSoriso (globaluri) reklamis testirebismeTodi, romelic SemuSavebulia sareklamo komunikaciebis modelissaxiT rositer-persis matricis safuZvelze. gaiTvaliswinebaSemdegi ori faqtori: markis mimarT saqmeSi Caxeduloba. markis gamocnoba angaxseneba saWiro momentSi (daCqarebulad gamocnoba).markis mimarT damokidebulebis strategia.miznobrivi auditoriis damokidebuleba sainformacio antransformaciuli motivaciiT. sareklamo komunikaciebisZiriTadi modelebi agebulia rositer-persis matricissafuZvelze Semdeg konkretuli elementebis safuZvelze dgebasakuTari testi da Sedegebis analizi. testis damuSavebisasmxedvelobaSi miiReba Svidi gadawyveta:intervius Catarebis meTodi.testis forma.228

jgufebis amorCeva.reklamis gancxadebisaTvis mzadyofna.reklamasTan kontaqtebis raodenoba.gazomvis Tanmimdevroba.Sedegebis analizi.markis gaxsenebamarkis gamocnobasaqmis kargad codnasaqmis naklebad codnainformaciulimotivaciatransformaciulimotivaciaNnaxazi 15. rositer-persis matricaze agebuli modelivinaidan Sesafasebeli reklama aucilebelia naxonrespodentebma, amitom testireba unda Catardes individualuradinterviuebis saxiT. erTaderT gamonakliss warmoadgensradiogancxadeba, romelsac respodenti moismens telefoniT da229

telefoniTve upasuxebs interviuebis SekiTxvebs.testireba (respodentebis gamokiTxva) tardeba erT adgilze.savaWro centrSi, sadac firmas aqvs ofisi, an firmis moZravikvleviTi kabineti. dabeWdili, radio satelevizio reklamistestireba SeiZleba saxlSi respodentebTan. am SemTxvevaSiinterviuers dasWirdeba audio _ an video magnitofoni. umjobesiarespodentebs mxolod erTi sareklamo gancxadebis Cveneba.testis formaSi igulisxmeba xasiaTi da aucilebeli raodenobarespodentebis an rogorc maT eZaxian seqcias.erTi respodenti _ es erTi gancxadebaa. respodentebisganawileba jgufebis mixedviT unda iyos SemTxveviTi. jgufebiSerCeuli unda iyos sididis mixedviT. sareklamo gancxadebebimzad unda iyos masobriv informaciaTa saSualebebisaTvis.momzadebis dabali xarisxia Sav-TeTrad `dabeWdili versia~,reklamebisTvis da JurnalebisaTvis _ Sav-TeTri winaswari maketi.sareklamo gancxadebebi keTdeba sainformacio da transformaciulimodelebis monaxazebis safuZvelze, romlebictestirebisas iZlevian karg Sedegebs. sakuTari testisSemuSavebisas mniSvnelovania respodentebisTvis reklamis gaSvebissixSire, romelzec moqmedebs sami faqtori:reklamis tipi: dabeWdili an gareTa `mobiluri~, satelevizio,radio.sareklamo komunikaciis informaciuli Tu transformaciulimodelis gamoyeneba.testirebis situacia.analizis Catarebis da am faqtorebis gaTvaliswinebiTrekomendirebulia transformaciuli rgolebis Cveneba samjerdReSi. radgan reklama aRiarebulia adamianis darwmunebisaTvis,amitom saboloo gadawyvetilebis miReba damokidebulia230

testirebaze, romelic saqonlis gasaRebis stimulirebas iwvevs.10.4 saerTaSoriso reklamis organizaciakidev erT faqtors, romelic ganapirobebs integrirebulimarketinguli komunikaciebis ganviTarebas warmoadgens sabazrosaqmianobis mzardi internacionalizacia an globalizacia.Tanamedrove komunikaciebs uxdebaT qvedanayofebis marTva,romlebic ganTavsebulia aramarto erT qalaqSi an StatSi, aramedmsoflios bevr qveyanaSi. am mmarTvelobiTi amocanis gadawyvetaarsebiTad arTulebs kompaniis imijis formirebis da misimarketinguli mimarTvebis gavrcelebis process.amrigad, saerTaSoriso reklamaze sxvadasxva sabazro segmentzeSemdegi faqtorebi moqmedeben:reklamirebadi produqciis xasiaTi (specifika);bazrebis erTgvarovneba da araerTgvarovneba; reklamis ganTavsebis saSualebebis maxasiaTeblebi daTaviseburebebi;sareklamo saagentoebis done calkeul sabazro segmentebze;sareklamo saqmianobis saxelmwifo regulireba;sabaJo gadasaxadebi SemoqmedebiT saqmianobasa da beWdviTmasalebze;saqmis warmarTvis normebis dargobrivi kodeqsebi, biznesiseTikis gageba da urTierTSeTanxmebuloba dargis SigniT;reklamis damkveTis saorganizacio struqturasaerTaSoriso komunikaciebis gamoyenebisas aucilebeliagadawydes, Tu romeli maTgani daemorCileba saerTo standartebs,da romeli – mxolod adgilobrivs.magaliTad, saerTaSoriso reklamis organizaciisas sareklamo231

kampaniis saerTo strategia unificirdeba, firma iyenebs saqonliserTnair pozicionirebas da orientirdeba erTsa da imave miznobrivauditoriaze yovel qveyanaSi. amave dros lokaluri sareklamokampania SeiZleba organizebul iqnes yoveli qveynis an misi olqisenobrivi, kulturuli, istoriuli da sxva amgvari TaviseburebebisgaTvaliswinebiT.marketinguli komunikaciuri mimarTvebis formirebisas saerToda kerZo midgomis optimaluri SeTanxmebis arseboba warmoadgensmaRali efeqturobis mniSvlovan pirobas. tansacmlis cnobilimwarmoebeli ZARA kompania iRwvis Tavisi saqonlis xarisxiserTiani donis SenarCunebaze mTels msoflioSi. imave dros Tavisiproduqciis sxvadasxva qveyanaSi reklamirebisas igiorientirebulia myidvelTa adgilobriv upiratesobebzeSemoTavazebuli modelebis feris, fasonisa da amgvarTaviseburebebTan mimarTebaSi.G gamoyenebuli literatura1. Mg. amtsrongi, f. kotleri, marketingis safuZvlebi, Tbilisi,20072. n. Todua, b. mRebriSvili , marketingi, 20093. Nn. Todua, saqarTvelos momxmarebelTa bazarze qcevismarketinguli kvleva , universali 20124. n. Todua, saerTaSoriso marketingi, saxelmZRvanelo,(eleqtronuli versia)20125. Дж. Россистер, Л.Перси Реклама и продвижение товаров, перевод, Питер,20016. Arens W, Bovee C., Contemprary Advertising, Irvin 5 edition, 19947. Cappo J. Truth, Lies and Advertising : The Art of Account Planning, 2003232

8. J. Rosister, L. Percy , Advertising Communications and Promotion Management ,second edition , 19979. G. Felser Consumer`s Psochology and advertisement , 200810. D. Ogilvy, Advertising, 200511. Thomas L. Harris, Patricia T. Whalen, The Marketer's Guide to Public Relationsin the 21st Century, 200612. Kevin Lee , Catherine Seda Search Engine Advertising: Buying Your Way to theTop to Increase Sales (2nd Edition) 2009233