saxelovnebo mecnierebaTa Ziebani #1 (38), 2009 ART SCIENCE ...

elene babakiSvilisponsoroba, rogorc PR-is instrumentiiyos sponsoris mxridan (aramiznobrivi fuladi saSualeba,garkveuli programis finansuri mxardaWera, Sesatani naturiT(iribi mxardaWera) an publikis gaTviTcnobiereba), amansaSualeba unda misces mxatvrul saagentos, warmatebiTSeasrulos Tavisi misia. samagierod, kompania imaRlebs imijsda zrdis gayidvebs. warmatebuli korporaciuli sponsorobadamokidebulia sworad SerCeul partniorze, romelsac gaaCniamsgavsi interesi da mizani.kompaniisaTvis sasponsoro SeTanxmebis faseulobadamokidebulia monawileebisa da damswreebis raodenobaze,kompaniis logoti pis sareklamo ganlagebaze, masobrivisainformacio saSualebebiT gaSuqebaze, imijsa da movleniskomerciul potencialze, vinaidan sponsorisaTvis movlena anorganizacia upirvelesad niSnavs dawinaurebis iaraRs.dasponsorebuli organizaciisaTvis sponsori TiTqmis klientia,romelic Cadebuli fulis sanacvlod eZebs garkveul sargebels.sponsorobiT miRebuli sargeblis ori tipi arsebobs: 1).avtomaturi sargebeli, romelic ar moiTxovs sponsorisgandamatebiT Zalisxmevas xelSekrulebis dadebis Semdeg. amasmiekuTvneba sponsoris moxsenieba beWdviT masalebSi, presaSian RonisZiebis Catarebis adgilze. 2). sargebeli, romelicsponsorobiT grZeldeba sponsori iyenebs mis mier dafinansebulproeqts, dawesebulebas, RonisZiebas sakuTari gasaRebis bazrisgafarToebaSi.dResdReobiT avtomaturi sargebeli iSviaTad gamoiyeneba,is ar amarTlebs sponsorobaze daxarjul fuls da dros.warmatebuli sponsoroba mxatvrul movlenas an sakuTrebasiyenebs, rogorc Temas sareklamod da PR-is instruments.marketingis xelmZRvaneli ufro iolad daafinansebs reklamas,vidre sponsorobas. sponsorisTvis movlena an organizaciaupirvelesad niSnavs winsvlis iaraRs da sazogadoebiskeTilganwyobis mopovebas.1990 wels v. fiSerma da r. broem moaxdines im sargeblisklasifikacia, romelsac eZeben sponsorebi mTeli msofliosmasStabiT. esenia:1. gaumjobesebuli adgilobrivi kavSiri;2. korporaciuli imijis dawinaureba;3. brendis cnobadobis gazrda da misi imijis gaZliereba;4. masobriv sainformacio saSualebebSi gamoCena;5. grZelvadiani gayidvebis uzrunvelyofa;6. momsaxure personalis mdgomareoba;7. umTavresi principi _ myidvelis siamovneba da PR-isgaumjobeseba, es aris mudmivi saqmianoba, Semdgari sxvadasxvaTanmimdevruli aqciebisgan, romelic gaerTianebuliagrZelvadiani programebiT da emsaxureba erT mizans _ moipovossazogadoebis aRiareba, mxardaWera.Tanamedrove samyaroSi masobrivi sainformacio saSualebebisgadatvirTvam aiZula kompaniebi, moeZebnaT momxmareblamdemisvlis alternatiuli gzebi, erT-erTi maTgania sponsoroba.igi, reklamasTan SedarebiT, yvelaze mzardi Suamavalia bazarze.xarjebi sponsorobisaTvis bolo 16 wlis manZilze (amerikismasStabiT) gaizarda 61.3%-iT maSin, roca reklamis xarjigaizarda mxolod 10.3%-iT. sponsorTa Tanxis yvelaze didiwili modis sportze, auditoriis simravlidan gamomdinare.organizaciebis survili daukavSirdnen TavianT auditorias,dadebiT gavlenas axdens sponsorobis yvela ti pze.PR-is xelovnebadaa miCneuli momxmarebels Seuqmnaswarmodgena, rom firma uSvebs da yidis produqts mxolodmyidvelis interesebidan gamomdinare da ara mogebis miRebismizniT. socialur saqmianobaSi sponsorobiT dabandebulimogebis mcire nawili am azris gamyarebas emsaxureba.sazogadoeba Zalian dadebiTad afasebs amgvar Jests da gavlenasaxdens imaze, Tu sad yidulobs momxmarebeli nawarms. amerikelimosaxleobis 83% acxadebs, rom aqvT dadebiTi warmodgena imkompaniaze, romelic exmareba maTTvis mniSvnelovan saqmes daasocirdeba keTil saqmeebTan. sponsorobis liderebi akeTebenaseT interpretacias _ sponsoroba sWirdeba im brendebs,romlebic miiswrafian, myari kavSirebi daamyaron momxmarebelTanda sazogadoebasTan, rac aris PR-is ZiriTadi amocana.sazogadoebrivad da politikurad aqtiuri momxmarebeli anmomxmarebelTa jgufi gansakuTrebiT miiRebs im kompaniebs,romlebic mxars uWeren sazogadoebriv iniciativebs. kompaniebissaqmianobis stabiluroba, anu, grZelvadiani TanamSromloba124 125