Sesikwenzile yentengiso: imizekelo engcono impumelelo. Indlela ukuza isilogeni elungileyo?

Njengoko usazi, intengiso - ukurhweba motor. Omnye weyona miba ibalulekileyo ukukhuthaza imveliso okanye imveliso kwi emarikeni - isilogeni kwiintengiso. Kufuneka ukutsala umdla ngumsebenzisi kunye nokukhuthaza ukuba enze ukuthenga.

Yintoni le

Advertising isilogeni - yinto Isaci elifutshane nkampani okanye imveliso ezithwala ingcamango angundoqo iphulo lokwazisa yonke. Igama elithi "esithi" Liguqulwe lithatyathwa kwigama IsiNgesi "esithi", "ukubiza" okanye "Isaci". Eli binzana elifutshane kuthetha omkhulu - ngoncedo umvelisi wayo uvakalisa ingcamango esisiseko kunye injongo yazo zonke izibhengezo. Umsebenzi isilogeni kwakhona ekwandiseni ulwazi lophawu, umfanekiso walo kunye nokwanda phakathi kwabathengi.

Ingxaki ngokudala isilogeni

Njengoko kubonakala isiko, kunzima ukwenza isilogeni zabo zingabonakali ezifumaneka abenzi ezininzi kunye nabathengisi kwempahla. Ngokufuthi yenzeka ukuba ubizo ad nje ayisebenzi abathengi, lingabi sakhunjulwa yaye, ke ngoko, akwenzi ngqiqo. Kulo mba, hayi zonke iinkampani zithathwa kulwenziwo isilogeni, yaye kulo mzekelo, ebhengeza imveliso ethile okanye inkampani thaca ixesha ngasinye ngeendlela ezahlukeneyo. isilogeni Ngelo xesha yenzelwe kakuhle kuthetha lukhulu - it ikuvumela ukuba wenze imveliso lula ukuluqonda, ekhumbulekayo, ixhasa umfanekiso nkampani kunye brand ukuba umele.

Sesikwenzile yentengiso: nokudala indlela

Iingcali endle intengiso kunye nobudlelwane noluntu bathi kukho eminye imithetho kufuneka inamathele, ekudaleni amazwi. Kwindawo yokuqala, eli binzana kufuneka ekhumbulekayo. Oko kukuthi, yenza uluhlu associative, apho umthengi, yakuva iseti ethile amazwi, cinga iintengiso uphawu okanye imveliso leyo wabandakanya binzana. Ukongeza, isaci le nkampani kukuba ibe legkoproiznosimym - musa ukungcolisa amabinzana bakhe elide yaye kunzima ukuqonda amagama. Ngokunqwenelekayo sesikwenzile iquka amagama 2-4 (ngamanye amaxesha kuyenzeka ukuba usebenzise 6). Oku kuluncedo nje ukutsala ingqalelo, kodwa imbono nokucengceleza.

Ukuba Isaci elide kakhulu, ngendlela eziprintiweyo phambi kokuba akukho mntu ukuphela ukufunda. Ukusebenzisa imvano kuyingenelo kakhulu imbono - umbhalo zandi zasyadet ngokuqinileyo engqondweni othengayo, ingakumbi xa usebenzisa rhoqo yaye ezininzi izihlandlo. amabinzana ezimise avule zentetho zibandakanya zenza abantu, yaye kukulungele kakhulu ukuba umlimi. Ngokomzekelo, intengiso enye ezikliniki yamazinyo ochaziweyo isiqinisekiso ka-10 000 yetshokholayithi. Ezingqondweni nangoko ubonakala uhlobo ntaba kunye ambala ezininzi - ngoko ke kulula ukukhumbula. Ngokwendalo, isigwebo eyakhiwe ngokupheleleyo ngakumbi uyahlangabezana nazo zonke ezi mfuno, impumelelo vetshe ukulindeleyo kuwo.

Ngawaphi amagama kufuneka kuphetshwe

Omnye yemiqathango esisiseko, kufuneka lungqinelane isilogeni izibhengezo, - ngokuphuma. Oku kubaluleke kakhulu kuba kukho inani lamagama esele kangaka kubethwa phezulu kwaye isetyenziswe, ukuba nje alichaphazeli umthengi. Ezi ezimbalwa kwezibizo: ingcamango abazikhethele, khangela, incasa, imvakalelo, imvisiswano, iphupha, umgangatho solution, umbala, isongo, neziyolo, aph ngasese. Izichazi nazo sele ingaphumeleli - olupheleleyo, oluchanekileyo, oyinyaniso, yokwenene, unique, unique, ezizodwa, olugqibeleleyo, enesidima, ehlonitshwe, onyanisekileyo, okwenyaniso, yokwenene, unique, wazama yabalinga, igqibeleleyo. Bona ke ngoko ngokufuthi esetyenziswa, nto leyo alubonwanga ngabathengi njengoko amagama kunye nentsingiselo, kodwa kubukeka zamagama. Ukuba abanye babo basetyenziswa, kungcono ukuxuba ezongeziweyo zabo sokuqala okanye intsingiselo engalindelekanga ukuya isilogeni akazange banal kakhulu.

Intsingiselo isilogani

Xa uyila isilogeni yentengiso, ababhali Ungasebenzisa iindlela ezininzi kwintsingiselo yalo. Umzekelo, ungakhankanya iinkcukacha kunye neempawu esebenza impahla, ukuvakalisa kwayo okukuyo ngohlobo lwayo. Wena iyakwazi ukuphawula izibonelelo umboleki - ukuba uya kufumana xa bethenga iimveliso. Uyakwazi ukubeka imveliso yakho ibe zezona zifaneleke kakhulu ethile kwezentlalo, ukubalwa okanye ubudala iqela - ejoliswe ukuyisebenzisa ngenxa slogans zentengiso. Imizekelo: "Gilette - eyona umntu angafumana", "Isizukulwana esitsha kuyinyula Pepsi", njl Kulungile, ukuba intengiso ibonisa enye kwimisebenzi ephambili yenkampani - "Thina abantu" kunxibelelwano mobile, umzekelo ... Ziziphumo ezisemagqabini unika Ngokubhekiselele yemfaneleko lweNkampani okanye isimo yayo ephezulu - "engama-20 emarikeni," umzekelo, okanye "Siza ukwenza umdlalo efikelelekayo" kwi "Sportmaster". Ezinye abavelisi ukudala ingqiqo isondele zabaxhamli yayo, ebaqinisekisa ukuba "wena ufanelwe ukuba" okanye "Zonke iyankwantyiswa ngawe." Qiniseka ukuba ingqalelo: amazwi, amaphulo iintengiso na kwenzeka ukuba ibe ilizwi walihesha okanye uyazehlisa, awukwazi ukusebenzisa ukuphika - kuba kuva oko kuya kubangela ukwaliwa. Uhlobo kakhulu elilelona - ukusebenzisa kuphela HIV kunye namabinzana ubomi ngenene ukuba yonke umthengi ufuna ukufaka ngokwakhe.

ubuchule Special ukuba nefuthe ngempumelelo kwabathengi

Ishishini yentengiso wasamkela Babaqhathanisele neempembelelo imbono umthengi ngoncedo ubuchule ezikhethekileyo - ezi ziquka kune. Ngokomzekelo, xa ebizwa ngokuba yi-imfanozandi - onke amagama ibinzana iqanjwa iileta ezifanayo okanye igama ngalinye iqala elinonobumba efanayo - "pussy yakho ibiya zingathengwa" Whiskas "," ezicocekileyo - ecocekileyo red "," Wella - Wena umkhulu 'ukuba olufanayo. iinjongo ukwamkelwa uphindaphindo lwamagama esihle: "A ibhanki esiluqilima abantu ezifanelekileyo," "jonga fresh iziqhamo ezifreshi" kulo mzekelo, kufuneka ngokuqinisekileyo ucinge iintengiso iza kusetyenziswa ngqo apho - in print umthwalo esisiseko inikwa kwitekisi, kukho ukubaluleka kunye intsingiselo yegama ngalinye. okanye amagama lane nzima .. kuphonononga kwi lwevidiyo managers ukuncedisana ebonwayo kunye nemifanekiso eliqaqambileyo Isibhengezo kunomathotholo kwenza ukusetyenziswa imvakalozwi kunye nelizwi - "okrylyayayaeeet redbull".

Ukusebenzisa esithi yokungayi

Zonke slogans zentengiso lungohlulwa lube abo ukuthetha malunga nemveliso ethile okanye umsebenzi, nabo bamele ngokulula umyalezo entle okanye ingcamango: "Wena usoloko phambili kolu khuphiswano", "Ndicinga positive", "Nathi inempumelelo ishishini lakho" . amabinzana ezinjalo, kwelinye icala, elula malunga nokuguqulela inkampani - zinokuthi zisetyenziswe ngayo nayiphi na umsebenzi, nokuba inkampani ngesiquphe iqalisa ukuvelisa enye into, ukongeza imveliso engundoqo, kodwa kwelinye icala, ke andinanto kwi point kwaye inga ezisetyenziswa nayiphi na enye inkampani. Ukongeza, oko kubonwa iseti yamagama - nto ethile malunga imveliso okanye inkonzo nale ayitsho njalo, umxhasi ukuze nje ukuhlawula ingqalelo kuye.

isilogeni Best nentengiso

Ukudala intengiso - inkqubo enobuchule, kwaye apha okukhulu kuxhomekeke kungekuphela ekuphunyezweni imithetho, kodwa kwi italente umdali. Ngokomzekelo, abaninzi slogans intengiso idumileyo "waya ebantwini" - oku yimpumelelo enkulu inkampani nemveliso yayo. iphinda Multiple zemihlathi ebantwini ngamaxesha kwandisa ukuthandwa brand. Upapasho slogans kakhulu bakhumbula iminyaka emininzi, naxa imveliso ongekabi ezivenkileni. Imizekelo iquka athi: "Uxolo, ubuhlobo, ukuhlafuna itshungama - inkampani" RotFront "," Yandex - kukho yonke into, "" Ngamanye amaxesha kukhona kulungileyo ukuba idle ngaphezu kwintetho - Stimorol "," Russia - Umphefumlo onesisa, "" Amatanki ningoyiki yokungcola - KAMAZ "" Thatha ikhefu - adle Twix ezamahala "a umdlalo ngempumelelo kwi amagama asetyenziswa intengiso." - Volvo, "" kukho ingcamango - kukho IKEA "le mizekelo ngempumelelo izilogani zentengiso yotywala -." Ngubani uya kuba "Ovip Locos" "Klin?" "ixesha izibawu kunye Fat" - zonke ezi amabinzana ziye zazinza ngolwimi mihla kwaye ekhankanywa rhoqo ngaphandle ngokubhekiselele uphawu.

iinkampani Western ngokuqhelekileyo zibe isilogeni elitsha kwilizwe ngalinye apho imveliso elizweni kwimarike Russian, iimveliso ezininzi siyabulela zingabonakali ukuya esithi:. "Rexona - akasoze phantsi," "Thatha nokuzikhathalela wena Garnier", "Rondo - impefumlo epholileyo lula ukuqonda ". Zonke ezi slogans zentengiso kunye nezilogeni yomlomo wonke. Ngenxa phinda nentengiso kumajelo eendaba esebenza ngokwenene yaye uphembelela abathengi ukuba bakhethe ezi mveliso.

Iimposiso in Advertising

amazwi zentengiso abangaphumelelanga, ngelishwa, yinto eqhelekileyo. Umzekelo, oku kwenza uzibuze isilogeni "Ukuba uza kutya amadombolo, uya kuphila ngonaphakade uLenin" okanye "Thina obuem lonke eli lizwe! ' ukusuka mveliso wezihlangu. Le bevuthela kakhulu engaqhelekanga, asizizo zonke umthengi uya kubaleka ukuthenga impahla emva nentengiso. Ngamanye amaxesha iimpazamo zibangelwa yi mistranslation - umzekelo, inkampani Pepsi laqaliswa emarikeni yaseTshayina movie apho ubizo "okukhulu i Pepsi" yaguqulelwa ngokuthi "Pepsi amvuse engcwabeni wookhokho bakho," yaye omnye iinkampani utywala America kuthiwa "Zenze simahla," xa translation Spanish baba "Bavumeleni lurhudo." Akubuzwa ukuba iimveliso zange sibe yimpumelelo. Kukho engaziqhelanga apho abavelisi kuyanyanzeleka ukuba igama kwakhona imveliso ukuthengisa kummandla naliphi na ilizwe - umzekelo, Visit iikhondom zaye igama Vizit Russia, ukuphepha ukunxulumana i "ejingayo". Omnye umzekelo - inkampani Nestle ekuphakamiseni brand "Gerber" akukho kuthathelwa ingqalelo into yokuba kumazwe aseAfrika yamkela draw kwiipakethe ukutya kuphela imveliso ngokwabo, kungekhona ebantwini, njengokuba abaninzi kweli lizwe abakwazi ukufunda kwaye zikhokelwa kuphela imifanekiso kwi iphakheji. Iimveliso zenkampani kunye nomfanekiso abantwana bonwabile kunye noomama azikho zifunwa logama nje inkampani ayikatshintshi imbonakalo yawo.

indaba

Nentetho e ntengiso baqalisa ukusebenzisa ixesha elide kakhulu. ESoviet Union, iinkampani ezininzi usebenzisa le ndlela ukwandisa imfuno. Umzekelo, ukudalwa izibheno edume tirhisaneke Vladimir Mayakovsky - Wabhala sisaci "Akukho ndawo ngaphandle Mosselprom", "Maqabane, abantu Yiba cultured phantsi musa amathe, ayitshicele imigqomo!", "Le ingono kakuhle kakhulu kwaye ayikho ukulungele ncela ukuya ekwaluphaleni kwakhe ... ".

anika umdla

Kumazwe Western, nentetho nje kuphela kusetyenziswa ukutsala abathengi, kodwa amarhamente kulo ibandla. Umzekelo, ibinzana ebanzi ethandwayo "mama eyothusayo. Yiya ecaweni", "isiqinisekiso usindiso! Kungenjalo imali izono zakho."

Kwezinye iimeko, isilogeni advertising yekhefu ngaphandle translation ukulondoloza ngokuphuma lwenkampani ukugxininisa ingcinga engundoqo. Amaninzi uvunyelwe ngezivakalisi elifutshane kakhulu, intsingiselo lwazo elithekelelwayo ngaphandle translation - umzekelo, Volkswagen. Das Auto okanye Nike. Yenze.

Ukusuka kungasentla kunokwenziwa isigqibo sokuba ukudalwa isilogeni - ubuchule lokwenene kunye nenzululwazi yonke lowo kufuneka ungalibali bonke abo banqwenela ukukhuthaza imveliso okanye imveliso yabo kwimarike, zinokubanceda athengise ngayo ngaphezu kanye.