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12.77. imisTvis, rom Setyobineba miakuTvnon SecdomaSi Semyvan qmedebas,<br />

aucilebeli ar aris, rom igi Seicavdes ,,informacias” am terminis naturaluri,<br />

obieqturi gagebiT. meore mxriv, SecdomaSi Seyvanis koncefcia<br />

SemosazRvrulia iseTi aRniSvnebiT, romlebsac SeuZliaT mcdari<br />

warmodgena Seuqmnan momxmarebelTa nawils. garda amisa, dausabu-<br />

Tebel mtkicebas, aRniSvnas an saqonlis prezentacias SeuZlia Seqmnas<br />

garkveuli saxis konkretuli STabeWdileba, romelic SeiZleba iyos<br />

marTali an mcdari. ,,araobieqturi” an mimaniSnebeli reklama, romelic<br />

produqtis mimarT bundovan dadebiT emociebs aRZravs, ar miekuTvneba<br />

SecdomaSi Semyvan qmedebebs. Tu zogierT qveyanaSi reklamiT SeTavazebis<br />

garkveuli saxeobebi akrZalulia, es gamomdinareobs ara SecdomaSi<br />

Seyvanis Sesaxeb debulebebidan, aramed dakavSirebulia patiosani savaWro<br />

saqmianobis Sesaxeb zogad normebTan.<br />

12.78. ar aris aucilebeli SecdomaSi Semyvan informacias mtkicebiTi<br />

xasiaTi hqondes: naxevrad simarTle imave dros naxevrad tyuilicaa.<br />

magaliTad, Tu xdeba imis mtkiceba, rom garkveuli xarisxis puris naWeri<br />

Seicavs nakleb kaloriebs, vidre sxvebi, maSinac ki, roca es<br />

mxolod naWris mcire zomiT aixsneba, aseTi informaciis miuwodeblobas<br />

SeuZlia Seqmnas iseTive Zlieri mcdari STabeWdileba, rogorsac<br />

Seqmnida pirdapiri gancxadeba. Sedegad, garkveul qvveynebSi Sesabamisi<br />

faqtebis gauvrcelebloba aSkarad moixsenieba kanonmdeblobaSi<br />

rogorc SecdomaSi Semyvani saqmianoba an aRiarebulia aseTad sasamarTlo<br />

praqtikis safuZvelze. magram informaciis gauvrcelebloba ar<br />

SeiZleba yovelTvis gauTanabrdes pozitiur mtkicebas. vinaidan<br />

biznesmens ar gaaCnia zogadi valdebuleba, gaamJRavnos informacia mis<br />

mier SeTavazebuli produqtis arasaxarbielo maxasiaTeblebis Sesaxeb,<br />

motyuebas SeiZleba adgili hqondes mxolod im SemTxvevaSi, Tu sazogadoeba<br />

sruli informaciis ararsebobis gamo elodeba, rom produqts<br />

garkveuli Tvisebebi gaaCnia.<br />

(iv) gazviadeba<br />

12.79. SecdomaSi Seyvanis sxvadasxva koncefciaTa Sedegebi yvelaze<br />

naTlad SeiZleba davinaxoT gazviadebis Sesaxeb sakiTxis ganxilvisas.<br />

Tumca aSkara gazviadeba yvela qveyanaSi ar kvalificirdeba, rogorc<br />

SecdomaSi Seyvana (maSinac ki, Tu pirdapir Cans, rom igi arazustia),<br />

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