Kubudirira kwekuparadzira kwekuparadzira kunoparadzira ruzivo pamusoro pezvigadzirwa nemabasa, inokwezva vatengi uye inoita zvekutengesa. Kuita kuti mutengi aite chimwe chinhu, unofanirwa kusarudza chiziviso chakanaka. Mhando dzemazuva ano kutengeserana dziri kuitika mune zvakasiyana-siyana.
Mhando yakakodzera yekuparidzira kwebhizimisi zvakananga inobva pane inotarisirwa nevateereri. Rudzi rwakasarudzwa rwekutsvaga runofanirwa kuvhara zvakanyanya chikamu chevatengi. Semuenzaniso, muridzi wemabhizimisi anoziva kuti mukana wevadzidzi vake ari kuverenga magazini chaiyo, zvichava zvine musoro kutumira bhuku pamusoro pezvakagadzirwa kana basa iri mairi.
Mhando dzekutengesa uye maitiro avo
Urongwa hwemhando dzekutengesa dzakakamurwa kuva mhando mbiri:
- nechinangwa;
- nenzira iyo ruzivo runoparadzirwa.
Rudzi rwekutanga runoparadzanisa kushambadzira kwose kuonekwa, zvichienderana nechinangwa chinotevera. Sarudza zvinotevera:
- Informative (inotsanangura vateereri nezvechigadzirwa kana basa rinoshandiswa padanho rekuiswa mumusika);
- kunyengetedza (kukurudzira munhu kuti aite chisarudzo mukufarira chimwe chigadzirwa kana basa, rinokosha pakugadzirwa kwechisarudzo chekusarudza);
- chiyeuchidzo (chiyeuchidzo chebasa kana chigadzirwa, kutengesa mapepa, dzimba nezvimwewo zvakadaro, zvinokosha padanho rekuzadza);
- kusimbisa (kunotsigira kuziva, kunokurudzira kusarudzwa kwevatengi, kunokoshawo pamusana wekuita satiety);
- chimiro (chinotaura nezvekusimba, kuvimbika uye kugadzikana kwekambani, zvinokosha pamatanho ose).
Nzira yechipiri yekuisa zvikwata zvekutengeserana inobatanidza nemichina yekufambisa zviteshi. Zvose zvinotengeswa zvinogona kugoverwa kuva mhando mbiri:
- media;
- nonmedium.
Ratidza matanho
Mhizha ndeyezvinobudisa nhau. Kuti unzwisise kuti ndezvipi zviziviso zvechimiro ichi pane, zvakakosha kupindura mubvunzo wekuti "ndeapi mhizha iripo?". Mhando dzekuparidzira kuburikidza nevatakuri vevhidhiyo dzinosiyana nemari, tarisiro dzevateereri, nzira iyo nzira inobudiswa nayo uye inoda kuitika.
Kuterevhizheni kutengesa
Terevhizheni ine ruzivo rwakakura, uye kutengeswa kweTV ndiko kwakanaka kana chinangwa chayo chiri kuratidza ruzivo nezvechigadzirwa kana kushanda kune vateereri vakawanda. Kuterevhizheni kushambadzira kunobatsira zvakasiyana pamusoro pemamwe marudzi ekutsvaga - inosanganisira video, inzwi, kufamba uye ruvara. Inonyanya kukosha kana zvichidiwa kuratidzira zvinhu zviri munyaya yacho.
Kutengeswa paTV kutaridzirwa seimwe yemhando yakanakisisa yemusika. Izvi zvinoratidza kuti mutengo mukuru wekutengesa airtime. MuAmerica, panguva yehutano hwebhodhi gore negore, inozivikanwa sechiitiko chakakosha zvikuru uye chakadhura chiitiko munyika, mari yekodhi yechipiri-yechipiri panguva yekumisa mukutambisa mitsva yakazosvika mamiriyoni matatu emadhora.
Nguva yekutengeserana inotengeswa muzvikamu zve20, 40, 60 seconds, uye mari inobva pane zvinhu zvinoverengeka:
- kuwanda kwekuonekwa;
- purogiramu yeTV.
- dunhu kana sangano rekuparidzira;
- nhamba yemigwagwa yakafukidzwa.
Radio advertising
Zviratidzo zvekuparadzirwa kweredhiyo ndeyokuti ruzha rune zvishoma. Vateereri vangawana zvakaoma kuyeuka zvavakanzwa, uye zvino simba rekuparidzira redhiyo rakarasika. Nzira yakanakisisa yekukunda iyi ndeyokugara uchidzokorora kuparidzira mashoko, izvo zvinowedzera mari. Kana pasina kukwanisa kuisa mari yakazara, saka zviri nani kuti usashandise mari pamhando iyi yekutengeserana, nokuti unogona kuwana kuti haibvumi zvigaro zvakasimba.
Kutengeswa mumashizha
Kuzivisa avo vanogona kukwanisa kutenga vatengi kuburikidza nenguva dzakasiyana-siyana ndezvokugadzirwa kwetsika. Mhando dzakanyanya dzekutengesa mumutsara:
- Kuzivisa mumagazini . Ichakubatsira iwe nokukurumidza uye nyore nyore kusvika pamusika unotsvaga. Magazini anopa vateereri vakasarudza, izvo zvinofarira kuparidzira, zvakanyatsobatana nehurukuro yemagazini yacho. Vaverengi (vanogona kutenga makopi) mabhii ezvitoro kwenguva yakareba, vachipa chiziviso mukana wokukwezva zvakare.
- Kuzivisa mupepanhau . Kunyanya kufambidzana kupfuura mumagazini, uye inosimudzira chigadzirwa kana basa kune vaverengi vakasiyana-siyana. Kupatsanurwa kwepepanhau kuva rubrics kunobatsira kusvika kune vavanotarisira. Pepanhau inoonekwa sechinhu chakavimbika chekutengeserana, kunyange zvazvo chisina kujeka seyo mumagazini, chinhu chinoonekwa chinoratidzwa.
Kuparidzira paInternet
Zvinobatsira zvekutsvaga paIndaneti ndezvekuti inobatsira kusvika kune vateereri vepasi pose pamutengo wakaderera. Munharaunda yemazuva ano, anenge munhu wose, asati atenga, anoongorora pasi rese pakutsvaga mhinduro uye tsanangudzo. Mienzaniso yekutengeserana kwepaIndaneti:
- Zvinyorwa zvitsva zvinowanikwa pamapeji emigumisiro ekutsvaga;
- kushambadzira mabhani;
- text ads;
- kushambadzira mune social network;
- mitambo yekutengesa;
- email marketing, kusanganisira spam e-mail.
Transit advertising
Transit advertising ndiyo kushambadzira kana kutakura. Icho chimwe chemafambiro anobudirira ekusvika pakatarisana nevatariri. Ikoko kune vanhu vanoenda kune imwe nzvimbo muguta rimwe nerimwe. Zviratidzo zvekutumira mutambo ndezvokuti zvinofanira:
- Iva akajeka uye akanaka;
- zvinonzwisisika, zvakakurumidza kuonekwa, asi maximally informative;
- kuvhara, kazhinji kunouya kune ziso remunhu anogona kukwanisa.
Non-media advertising advertising
Mabhizinesi anogara achida kutsvaga mhando itsva dzekutengesa kudanidzira kune avo vanogona kukwanisa. Kukwikwidzana kwepamusoro uye kuregererwa kwemashoko kwose kwose kunobatanidza nzira yekukumbira zvakananga kune vavanoteererwa. Kune dzimwe nzira, dzimwe nguva ane utsinye, maitiro ezvinyorwa pamusoro payo mumusika.
Direct advertising
Kutungamira kuteterera mukupikicha kwakaonekwa munguva pfupi yapfuura. Izvozvo zvinonzi zvakananga kutengesa kwezana remakore rechi20. Inosanganisira:
- direct mail;
- rondedzera tsamba ne e-mail;
- kutumira SMS;
- telemarketing, kureva, kukurudzira kwezvinhu uye mabasa pamusoro pefoni.
Semuenzaniso, vhiki nevhiki kana pamwedzi mabhuku epa e-mail vanochengetedza zita rezita pavanonzwa. Telemarketing, senzira yekutsvaga vatengi uye kupa mishonga mitsva, inoramba ichitaurirana nevatengi. Kutengesa zvakananga kwakave kwakakurumbira nokuti inokubvumira kuti uone nyore nyore vatengi vanoita mitero uye inobatsira vanogadzira vanoona kubudirira kwemarima yezvemari.
Print advertising
Kubudirira kwekudhinda kushambadzira hakuna kudiwa uye kuratidza. Muzera remazuva ano rekombiyuta yekombiyuta, bhizinesi richiri kutaura pamusoro payo pachavo mumabhuku uye kunyange kutsvaga maitiro matsva ekudhinda kushambadzira. Mhando dze polygraphic advertising dzakasiyana, idzi ndeizvi:
- mabhurocha;
- mapepa;
- mapurisa;
- zvinyorwa;
- zviziviso.
Nzira dzekutengeswa kwezvinhu zvakadai zvekutengesa dzakasiyanawo:
- vanosimudzira mumugwagwa, mumatoro ezvitoro;
- kurondedzera kuendesa kubhokisi remasuo kana kumukova;
- zviziviso pamagetsi emabhasi uye mapikisi;
- racks muzvitoro.
Kutengeserana mundima dzekutengesa
Kutengeswa muchitoro inzira yakashata yekubatana nemutengi, inowedzera mutengi panguva yekusarudza, inoshandisa chisarudzo chake. Kutengeswa mukutengesa mapepa pane chero chiziviso chinowanikwa muchitoro chekutengesa kana kuti nzvimbo yekupa nhare. Ndezvipi zvekutengeserana zviripo pamakona ekutengesa:
- kuisa mishonga munzvimbo dzakakurumbira paziso reziso, pane zvigadzirwa zvepamusoro, pa checkout;
- mabhenji, zviratidzo pamusuwo uye kubuda;
- vhidhiyo kuparidzira pazviratidza;
- kushambadzira pamatokari;
- Kukurudzira, kugadzirwa kwechigadzirwa;
- kuzivisa kwemashoko.
Souvenir advertising
Simba remagetsi ndeimwe imwe nzira itsva yekutarisana nevanoshandiswa nevatengi. Ndeapi marudzi ekutsvaga aripo muchikamu chino? Izvo zvakasiyana-siyana, nokuti muchiyeuchidzo unogona kutenderera chinenge chose: mugorosi, nemutsiro. Iwe unongoda kushandisa ikarodhi yekodhi, ita chigadzirwa mumarara emarara uye ugozvipa kune unogona kuva mutengi.
"Souvenir" ine nharo dzakasimba dzokuti kwaari "hongu": "
- Chinhu icho ruzivo runoiswa pane kambani inobatsira, inoshandiswa kwenguva yakareba - kufambidzana nekutengesa ruzivo kwenguva refu.
- Souvenir zvishandiso zvinowira mumunda wekuona kune hama, shamwari dzomuridzi wayo, kushanda pazviri.
- Kana iwe ukacherechedza zvikamu zviviri zvakapfuura, kushambadzira chiyeuchidzo ndeyebhajari, uye kubatana nevashambadzi venguva yakareba uye yakawanda.
Zviitiko zvekusimudzira
Panguva ino, kutengesa basa rakaoma. Mukukwikwidza kwakanyanya, kukwaniswa kwemusika nemidziyo inoshandurana, mutengi anonyanya kugadzirisa chinhu chimwe chebhizimisi chemazuva ano chinotarisana nacho. Kuzivisa zviitiko - iyi ndeimwe rudzi rwekutengeserana, iyo inoshingaira uye inoda kutaridzirwa nevashambadzi vashoma uye makambani makuru. Zviitiko zvekusimudzira zvinosanganisira:
- promo-actions;
- sales;
- zviratidzo;
- kuunganidza mabhonasi uye zvikwereti;
- raffle yemubayiro;
Zviitiko zvekusimudzira zvinangwa pa:
- Kuzivisa vatengi nezvechigadzirwa. Mutengi anotora sei kutenga, kana asingazivi nezvekuvapo kwechigadzirwa? Hapana nzira. Saka, zviitiko zvekutsvaga zvakakosha pamushandirapamwe unobudirira wekusimudzira.
- Chiyeuchidzo nezvechigadzirwa uye kukurudzirwa kwevakasarudzwa.
- Kukurudzira kwevangangodhura vatengi kuti vaite sarudzo mukufarira chimwe chigadzirwa kana basa.
Zvakakosha kunzwisisa kuti kubudirira kwekuparidzira mushandirapamwe ndiko kwakakosha kusanganiswa kwemhando dzakasiyana dzekutengeserana, iyi inongorongedzwa zvakatevedzana zvekutengeswa. Unyanzvi hwekugadzirwa kwekambani hazvibviri pasina:
- kujekesa kuisa zvinangwa;
- tsanangudzo yebhajimi uye kuronga;
- ruzivo rwemusika;
- kusarudza mitemo uye zvikamu zvekusimudzirwa;
- iyo yakabatana kusanganiswa kwemhando dzekutengeserana.