04.01.2013 Views

Tavi 9

Tavi 9

Tavi 9

SHOW MORE
SHOW LESS

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.

Sualo momxmarebeli sakmaod informirebuli da Wkviania da bevr saxi-<br />

faTo SemTxvevaSi SeuZlia daicvas <strong>Tavi</strong> motyuebisagan. aseT qveynebSi<br />

Tamasa sakmaod maRlaa aweuli, Tumca, xSirad xazs usvamen, rom Sec-<br />

domaSi Seyvanis faqtis dasadgenad sakmarisia ,,adresatTa ara um-<br />

niSvnelo nawili”, ZiriTadi tendencia mdgomareobs imaSi, rom ori-<br />

entacia aRebuli iqnes saSualo momxmarebelze.<br />

12.74. germaniaSi, piriqiT, orientiria naklebad ganaTlebuli da arak-<br />

ritikulad ganwyobili momxmarebeli, romlis SecdomaSi Seyvana ufro<br />

advilia cru gancxadebebiT. xSirad SecdomaSi Seyvanis faqts em-<br />

piriuli meTodebiT, ZiriTadad, momxmarebelTa gamokiTxvis gziT<br />

amtkiceben da Tamasa metad dabal donezea dayenebuli (momxmarebelTa<br />

10-15%-saTvis).<br />

(iii) SecdomaSi Semyvani gancxadebebis gakeTeba<br />

12.75. imis gamo, rom SecdomaSi Semyvan mTavar sferos vaWrobaSi rek-<br />

lama warmoadgens, qveynebis umravlesoba, romlebsac am sakiTxTan da-<br />

kavSirebiT gaaCniaT specialuri kanonmdebloba gansakuTrebul yurad-<br />

Rebas uTmobs SecdomaSi Semyvani reklamis sakiTxebs. sxva qveynebma<br />

parizis konvenciis 10 bis (3) muxlis msgavsad, “miTiTebebis an gancxadebebis”<br />

ufro farTo cneba airCies. magram qveynebSi, romlebmac miiRes<br />

zogadi xasiaTis debulebebi arakeTilsindisieri konkurenciis Sesaxeb,<br />

aseTi gansxvaveba minimaluria, radgan sayovelTaod aRiarebulia, rom<br />

nebismieri SecdomaSi Semyvani qmedeba, garda reklamasTan dakavSirebuli<br />

qmedebebisa, “patiosan savaWro saqmianobasTan” SeuTavsebelia da,<br />

maSasadame, SeiZleba Sefasdes am zogad debulebaTa safuZvelze.<br />

12.76. garda amisa, miRebulia, rom konkurentul xerxebs, romlebic gamoiyeneba<br />

dausabuTebeli mtkicebis, aRniSvnis an saqonlis prezentaciis<br />

mizniT, ara aqvT arsebiTi mniSvneloba. igive SeiZleba iTqvas<br />

Setyobinebis formazec. aq mxedvelobaSi miiReba komunikaciis nebismieri<br />

saSualeba - werilobiTi, zepiri da simboluric ki, rac SeiZleba<br />

gakeTdes sasaqonlo niSnebis, etiketebis, broSurebis, radioreklamis,<br />

satelevizio sareklamo rgolebis, plakatebis da a.S. formiT.<br />

sazogadod SecdomaSi Seyvana damokidebulia mxolod adresatze mtkicebis<br />

zemoqmedebasa da ara xerxze, romliTac igi iyo Sesrulebuli.<br />

437

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!