saxelovnebo mecnierebaTa Ziebani #2 (43), 2010 ART SCIENCE ...

naTia grZeliSvilisareklamo saxeobebi da struqturasainformacio saSualebebs, raTa daiyolios an zemoqmedebamoaxdinos auditoriaze.Tanamedrove sazogadoebaSi reklama ganixileba, rogorc,,gayidvebis stimulatori~, bolo wlebSi Semosuli gansazRvrebaki _ ,,politikuri reklama~, ganapirobebs imas, rom es movlenaganvixiloT ufro farTo, Rrma diskursSi da mivceT masSemdegi ganmarteba: reklama – es gaxlavT informireba vinmesiraimes Sesaxeb.reklamas SeiZleba sxvadasxva funqcia gaaCndes, maT SorisgamovyofT or ZiriTads:• momxmareblis informireba (produqtis parametrebis,fasis, gamoyenebis wesebisa da gayidvis adgilebis Sesaxeb);• momxmareblis motyueba (magaliTad, aviRoT „TVmarketis~reklamebi ama Tu im saxis produqciaze).arsebobs kidev erTi funqcia, miaCvios momxmarebelikonkretul saqonels da monopoluri mdgomareoba daikavosbazarze. es yvelaferi, albaT, kargia, magram sinamdvileSireklama, albaT, ufro miraJia, momxmareblis gacureba, misSemecnebaze zemoqmedeba da zombireba. amis miuxedavad, man,marTlac, didi adgili daikava TiToeuli adamianis cxovrebaSi,is gansakuTrebiT 18-44 wlis asakis adamianebSia popularuli,rac reklamis SemqmnelTaTvis bazarze mimzidveli asakobrivijgufia.mas SexvdebiT yvelgan: saxlSi _ televizoris yurebisas(televizia xom saojaxo meurneobis 90%-is yuradRebasipyrobs), Tanac satelevizio reklama Tanamedrove reklamiserT-erTi mniSvnelovani saSualebaa. misi gamoyenebiT mayurebelsSesaZlebelia aCvenon saqoneli naturaluri saxiT, mouTxronmisi sargeblobisa da gamoyenebis wesebis Sesaxeb; manqanaSiradios mosmenisas, quCaSi bilbordebisa da laiTboqsebisdanaxvisas, erT-erTi eqspertis SefasebiT, adamiani dReSisaSualod 1600 sareklamo Setyobinebas iRebs, xolo meorismtkicebiT, es maCvenebeli TiTqmis 5000-s aRwevs.reklama aqtualuri gaxda dRes. amitomac reklamis biznesisul ufro da ufro imyarebs poziciebs msoflio bazarze.miuxedavad imisa, rom reklamas, ZiriTadad, komerciuli firmebiiyeneben, mas aqtiurad mimarTaven arakomerciuli organizaciebi,profesiuli da socialuri saagentoebi, romlebic reklamasuweven TavianT saqmianobas.reklama SeiZleba ganisazRvros, rogorc upirobo saSualeba,risTvisac organizacia ixdis fuls, raTa urTierToba daamyarosmTlian bazarTan, sazogadoebasTan. aRsaniSnavia erTi faqti –karg reklamas ukveTavs ara is, visac bevri fuli aqvs, aramedfuli Sesdis mas, vinc swor da karg reklamirebas uwevsTavis produqts.dResdReobiT gazeTebis da Jurnalebis tiraJebis zrdasTanerTad, reklama xdeba saqonlisa da momsaxurebis Sesaxebinformaciis ucvlel xerxi. amJamad is biznesis erT-erTiZiriTadi mamoZravebeli Zalaa. dRes man xelovnebisa damecnierebis umaRles mwvervals miaRwia.mTels msoflioSi sareklamo kampanias, rogorc wesi,sareklamo saagentoebi awarmoeben. 1841 wels filadelfiaSivolni palmerma gaxsna pirveli sareklamo saagento. misiZiriTadi saqmianoba gazeTis mflobelTan reklamis ganTavsebismsurvelis dakavSireba iyo, raSic gasamrjelod is reklamissafasuris 25% iRebda. aseTi biznesi warmatebis Sedegad man1845 wels bostonSi da 1849 wels niu-iorkSi Tavisi saagentosfilialebi gaxsna. xolo pirveli sareklamo saagento, sadacara marto damkveTis da gazeTis mflobelis dakavSireba xdeboda,aramed sareklamo teqstebi da dekoraciebic muSavdeboda, anu,sruli momsaxurebiT 1891 wels niu-iorkSi jorj batenismier iqna daarsebuli. XX saukunis bolosTvis ki es kompaniaerT-erTi giganti gaxda sareklamo biznesSi.sareklamo saqmianobaSi didi mniSvneloba eniWeba sareklamosaxeobebs. arsebobs reklamis sxvadasxva saxeoba, romlebicdidi gamocdilebis mqone specialistebis mier ukveCamoyalibebulia:• kargi da cudi.• saimijo da gayidvebis.• miznobrivi.• faruli da pirdapiri.• gaazrebuli da gauazrebeli.• maradiuli.70 71