pharmanews - μ. πιτσιλιδης α.ε.
pharmanews - μ. πιτσιλιδης α.ε.
pharmanews - μ. πιτσιλιδης α.ε.
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PHARMA VIEW<br />
«O χρόνος που<br />
<strong>α</strong>π<strong>α</strong>ιτ<strong>ε</strong>ίτ<strong>α</strong>ι γι<strong>α</strong> ν<strong>α</strong><br />
δι<strong>α</strong>σχίσ<strong>ε</strong>ι-προσπ<strong>ε</strong>-<br />
ράσ<strong>ε</strong>ι κάποιος <strong>μ</strong>ι<strong>α</strong><br />
βιτρίν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι <strong>μ</strong>όνο<br />
λίγ<strong>α</strong> δ<strong>ε</strong>υτ<strong>ε</strong>ρόλ<strong>ε</strong>πτ<strong>α</strong><br />
κ<strong>α</strong>ι <strong>μ</strong>έσ<strong>α</strong> σ<strong>ε</strong> <strong>α</strong>υτό<br />
το διάστη<strong>μ</strong><strong>α</strong>, θ<strong>α</strong><br />
πρέπ<strong>ε</strong>ι ν<strong>α</strong> <strong>ε</strong>λκύσ<strong>ε</strong>ι<br />
την προσοχή του<br />
π<strong>ε</strong>λάτη»<br />
γ<strong>ε</strong>γονός ότι, η βιτρίν<strong>α</strong> δ<strong>ε</strong> πρέπ<strong>ε</strong>ι ν<strong>α</strong><br />
<strong>ε</strong>ίν<strong>α</strong>ι «φορτω<strong>μ</strong>ένη» <strong>μ</strong><strong>ε</strong> πολλά πράγ<strong>μ</strong><strong>α</strong>τ<strong>α</strong>.<br />
Θ<strong>α</strong> πρέπ<strong>ε</strong>ι ν<strong>α</strong> κυρι<strong>α</strong>ρχ<strong>ε</strong>ί η <strong>α</strong>πλότητ<strong>α</strong><br />
στη δι<strong>α</strong><strong>μ</strong>όρφωση της βιτρίν<strong>α</strong>ς,<br />
<strong>μ</strong><strong>ε</strong> το θέ<strong>μ</strong><strong>α</strong> προβολής ν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι ξ<strong>ε</strong>κάθ<strong>α</strong>ρο,<br />
κ<strong>α</strong>θώς <strong>α</strong>υτό <strong>ε</strong>ίν<strong>α</strong>ι που τρ<strong>α</strong>βά<strong>ε</strong>ι<br />
την προσοχή των υποψήφιων π<strong>ε</strong>λ<strong>α</strong>τών,<br />
οι οποίοι π<strong>ε</strong>ρνούν έξω <strong>α</strong>πό το<br />
φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίο.<br />
Έν<strong>α</strong> άλλος π<strong>α</strong>ράγοντ<strong>α</strong>ς <strong>ε</strong>ίν<strong>α</strong>ι <strong>ε</strong>πιλογή<br />
των χρω<strong>μ</strong>άτων. Σύ<strong>μ</strong>φων<strong>α</strong> <strong>μ</strong><strong>ε</strong><br />
έρ<strong>ε</strong>υν<strong>ε</strong>ς που έχουν πρ<strong>α</strong>γ<strong>μ</strong><strong>α</strong>τοποιηθ<strong>ε</strong>ί,<br />
δι<strong>α</strong>πιστώθηκ<strong>ε</strong> ότι, τ<strong>α</strong> έντον<strong>α</strong> χρώ<strong>μ</strong><strong>α</strong>τ<strong>α</strong><br />
«τρ<strong>α</strong>βούν» π<strong>ε</strong>ρισσότ<strong>ε</strong>ρο τη προσοχή<br />
των π<strong>ε</strong>ρ<strong>α</strong>στικών.<br />
Ωστόσο, θ<strong>α</strong> πρέπ<strong>ε</strong>ι όλ<strong>α</strong> ν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι<br />
κ<strong>α</strong>τά τέτοιο τρόπο τοποθ<strong>ε</strong>τη<strong>μ</strong>έν<strong>α</strong> στη<br />
βιτρίν<strong>α</strong>, ώστ<strong>ε</strong> ν<strong>α</strong> <strong>μ</strong>ην <strong>ε</strong>πηρ<strong>ε</strong>άζ<strong>ε</strong>τ<strong>α</strong>ι η<br />
οπτική <strong>α</strong>ντίληψη του θέ<strong>μ</strong><strong>α</strong>τος προβολής.<br />
Επιπρόσθ<strong>ε</strong>τ<strong>α</strong>, η <strong>ε</strong>πιλογή των <strong>α</strong>ντικ<strong>ε</strong>ι<strong>μ</strong>ένων<br />
που θ<strong>α</strong> χρησι<strong>μ</strong>οποιηθούν,<br />
γι<strong>α</strong> ν<strong>α</strong> δι<strong>α</strong><strong>μ</strong>ορφώσουν τη θ<strong>ε</strong><strong>μ</strong><strong>α</strong>τική<br />
προβολή, θ<strong>α</strong> πρέπ<strong>ε</strong>ι ν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι η κ<strong>α</strong>τάλληλη,<br />
ώστ<strong>ε</strong> το θέ<strong>μ</strong><strong>α</strong> ν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι <strong>α</strong>πλό,<br />
ξ<strong>ε</strong>κάθ<strong>α</strong>ρο κ<strong>α</strong>ι ά<strong>μ</strong><strong>ε</strong>σ<strong>α</strong> κ<strong>α</strong>τ<strong>α</strong>νοητό <strong>α</strong>πό<br />
το π<strong>ε</strong>λάτη.<br />
Αυτό <strong>ε</strong>ίν<strong>α</strong>ι ση<strong>μ</strong><strong>α</strong>ντικό, γι<strong>α</strong>τί ο χρόνος<br />
που <strong>α</strong>π<strong>α</strong>ιτ<strong>ε</strong>ίτ<strong>α</strong>ι γι<strong>α</strong> ν<strong>α</strong> δι<strong>α</strong>σχίσ<strong>ε</strong>ιπροσπ<strong>ε</strong>ράσ<strong>ε</strong>ι<br />
κάποιος <strong>μ</strong>ι<strong>α</strong> βιτρίν<strong>α</strong><br />
<strong>ε</strong>ίν<strong>α</strong>ι <strong>μ</strong>όνο λίγ<strong>α</strong> δ<strong>ε</strong>υτ<strong>ε</strong>ρόλ<strong>ε</strong>πτ<strong>α</strong> κ<strong>α</strong>ι <strong>μ</strong>έσ<strong>α</strong><br />
σ<strong>ε</strong> <strong>α</strong>υτό το διάστη<strong>μ</strong><strong>α</strong>, θ<strong>α</strong> πρέπ<strong>ε</strong>ι ν<strong>α</strong><br />
<strong>ε</strong>λκύσ<strong>ε</strong>ι την προσοχή του π<strong>ε</strong>λάτη, π<strong>ε</strong>ρνώντ<strong>α</strong>ς<br />
όλ<strong>α</strong> τ<strong>α</strong> <strong>μ</strong>ηνύ<strong>μ</strong><strong>α</strong>τ<strong>α</strong> που έχ<strong>ε</strong>ι<br />
<strong>α</strong>ποφ<strong>α</strong>σίσ<strong>ε</strong>ι ο φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κοποιός.<br />
Έχ<strong>ε</strong>ι π<strong>α</strong>ρ<strong>α</strong>τηρηθ<strong>ε</strong>ί ότι, οι π<strong>ε</strong>λάτ<strong>ε</strong>ς<br />
<strong>α</strong>πογοητ<strong>ε</strong>ύοντ<strong>α</strong>ι <strong>α</strong>πό <strong>μ</strong>ι<strong>α</strong> «φορτω<strong>μ</strong>ένη»<br />
κ<strong>α</strong>ι «<strong>μ</strong>π<strong>ε</strong>ρδ<strong>ε</strong><strong>μ</strong>ένη» βιτρίν<strong>α</strong>, <strong>μ</strong><strong>ε</strong> <strong>α</strong>ποτέλ<strong>ε</strong>σ<strong>μ</strong><strong>α</strong><br />
ν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι διστ<strong>α</strong>κτικοί <strong>α</strong>ρκ<strong>ε</strong>τές<br />
34 PHARMANEWS > ΣΕΠΤΕΜΒΡΙΟΣ 2010 > ΤΕΥΧΟΣ 196<br />
φορές ν<strong>α</strong> <strong>ε</strong>ισέλθουν στο φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίο<br />
γι<strong>α</strong> κάποι<strong>α</strong> <strong>α</strong>γορά κ<strong>α</strong>ι, ως <strong>ε</strong>κ τούτου,<br />
π<strong>ε</strong>ριορίζοντ<strong>α</strong>ι τ<strong>α</strong> οφέλη γι<strong>α</strong> το φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίο.<br />
Επιπρόσθ<strong>ε</strong>τ<strong>α</strong>, <strong>ε</strong>ίν<strong>α</strong>ι κάλο ν<strong>α</strong> χρησι<strong>μ</strong>οποι<strong>ε</strong>ίτ<strong>α</strong>ι<br />
δι<strong>α</strong>φη<strong>μ</strong>ιστικό υλικό <strong>α</strong>πό<br />
τον προ<strong>μ</strong>ηθ<strong>ε</strong>υτή των προϊόντων, τ<strong>α</strong><br />
οποί<strong>α</strong> θ<strong>α</strong> χρησι<strong>μ</strong>οποιηθούν στην θ<strong>ε</strong><strong>μ</strong><strong>α</strong>τική<br />
προβολή, <strong>μ</strong>ι<strong>α</strong>ς κ<strong>α</strong>ι <strong>α</strong>υτός γνωρίζ<strong>ε</strong>ι<br />
κ<strong>α</strong>λά, το πώς <strong>μ</strong>πορ<strong>ε</strong>ί το προϊόν του<br />
ν<strong>α</strong> γίν<strong>ε</strong>ι πιο <strong>ε</strong>λκυστικό, <strong>μ</strong>έσ<strong>α</strong> <strong>α</strong>πό <strong>μ</strong>ι<strong>α</strong><br />
τέτοι<strong>α</strong> κίνηση.<br />
Θ<strong>α</strong> πρέπ<strong>ε</strong>ι ν<strong>α</strong> γίν<strong>ε</strong>ι <strong>α</strong>ντιληπτό ότι,<br />
όλοι <strong>α</strong>υτοί οι π<strong>α</strong>ράγοντ<strong>ε</strong>ς, θ<strong>α</strong> πρέπ<strong>ε</strong>ι<br />
ν<strong>α</strong> συνδυ<strong>α</strong>στούν κ<strong>α</strong>τά τέτοιο τρόπο,<br />
ώστ<strong>ε</strong> η θ<strong>ε</strong><strong>μ</strong><strong>α</strong>τική προβολή της βιτρίν<strong>α</strong>ς<br />
ν<strong>α</strong> φέρ<strong>ε</strong>ι τ<strong>α</strong> <strong>ε</strong>πιθυ<strong>μ</strong>ητά <strong>α</strong>ποτ<strong>ε</strong>λέσ<strong>μ</strong><strong>α</strong>τ<strong>α</strong><br />
γι<strong>α</strong> το φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίο.<br />
Είν<strong>α</strong>ι φ<strong>α</strong>ν<strong>ε</strong>ρό ότι, η βιτρίν<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι<br />
έν<strong>α</strong> <strong>μ</strong>έσο προβολής του συγχρόνου<br />
φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίου. Έν<strong>α</strong> <strong>μ</strong><strong>ε</strong>ιονέκτη<strong>μ</strong><strong>α</strong> που<br />
υπάρχ<strong>ε</strong>ι, <strong>α</strong>φορά στο γ<strong>ε</strong>γονός ότι, δ<strong>ε</strong>ν<br />
<strong>μ</strong>πορούν ν<strong>α</strong> προβληθούν πολλά <strong>ε</strong>ίδη<br />
<strong>μ</strong><strong>α</strong>ζί, όπως <strong>μ</strong>πορ<strong>ε</strong>ί ν<strong>α</strong> γίν<strong>ε</strong>ι σ<strong>ε</strong> κάποιο<br />
ηλ<strong>ε</strong>κτρονικό <strong>μ</strong>έσο κ<strong>α</strong>ι, <strong>ε</strong>πιπλέον, δ<strong>ε</strong>ν<br />
<strong>μ</strong>πορ<strong>ε</strong>ί ν<strong>α</strong> γίν<strong>ε</strong>τ<strong>α</strong>ι <strong>α</strong>λλ<strong>α</strong>γή θέ<strong>μ</strong><strong>α</strong>τος<br />
<strong>μ</strong>έσ<strong>α</strong> σ<strong>ε</strong> σύντο<strong>μ</strong>ο χρονικό διάστη<strong>μ</strong><strong>α</strong>.<br />
Ωστόσο, γι<strong>α</strong> ν<strong>α</strong> υπάρχουν τ<strong>α</strong> <strong>ε</strong>πιθυ<strong>μ</strong>ητά<br />
<strong>α</strong>ποτ<strong>ε</strong>λέσ<strong>μ</strong><strong>α</strong>τ<strong>α</strong> <strong>μ</strong>έσ<strong>α</strong> <strong>α</strong>πό τη δι<strong>α</strong><strong>μ</strong>όρφωση<br />
της βιτρίν<strong>α</strong>ς, θ<strong>α</strong> <strong>ε</strong>ίν<strong>α</strong>ι κ<strong>α</strong>λό<br />
η θ<strong>ε</strong><strong>μ</strong><strong>α</strong>τική προβολή ν<strong>α</strong> π<strong>α</strong>ρ<strong>α</strong><strong>μ</strong>έν<strong>ε</strong>ι<br />
γι<strong>α</strong> τουλάχιστον τέσσ<strong>ε</strong>ρις <strong>ε</strong>βδο<strong>μ</strong>άδ<strong>ε</strong>ς.<br />
Γι<strong>α</strong> <strong>α</strong>υτό το λόγο, <strong>ε</strong>ίν<strong>α</strong>ι ση<strong>μ</strong><strong>α</strong>ντικό ν<strong>α</strong><br />
έχουν <strong>α</strong>κολουθηθ<strong>ε</strong>ί <strong>μ</strong><strong>ε</strong> προσοχή, όλ<strong>α</strong><br />
τ<strong>α</strong> στάδι<strong>α</strong> γι<strong>α</strong> την <strong>α</strong>ξιοποίηση της<br />
βιτρίν<strong>α</strong>ς, γι<strong>α</strong> ν<strong>α</strong> <strong>μ</strong>πορέσ<strong>ε</strong>ι <strong>μ</strong><strong>ε</strong> τη σ<strong>ε</strong>ιρά<br />
της ν<strong>α</strong> <strong>α</strong>ποδώσ<strong>ε</strong>ι τ<strong>α</strong> <strong>μ</strong>έγιστ<strong>α</strong>, στο<br />
σύγχρονο φ<strong>α</strong>ρ<strong>μ</strong><strong>α</strong>κ<strong>ε</strong>ίο.
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