Media - kukuba ... media zentengiso. isicwangciso Media: imizekelo

media - yinxalenye ebalulekileyo nayiphi na inkqubo yokuhambisa izibonelelo ezivenkileni, nokuba yimveliso entsha nangaziwayo okanye brand ethandwayo.

Kakuhle eli yocwangciso phulo

Basics of media ukuthini indlela enobuchule ukuba indalo, ukubekwa, kunye nokukhuthazwa umyalezo iintengiso amajelo eendaba nezinye zakudala
channels nokwabiwa. Ngamanye amazwi, uluhlu lwemisebenzi eyenza mali ukuthengisa ukuze kufikelelwe iinzuzo ubuninzi ngokungqinelana neenjongo eziphambili engunobangela phulo. Ukongeza, media - le yenye amanqanaba inkqubo yombutho eqhelekileyo imisebenzi yayo nayiphi na inkampani, kodwa ngaxeshanye, le nkqubo ukukhetha kuphela ndlela ifanelekileyo ukubeka umyalezo intengiso, kodwa imisebenzi cross-nangokukrola unyanzeliso engqondweni kunye nezoqoqosho amaphulo aqhubekayo. Kuphela phantsi kwale migaqo, unako ukubala kwi ngempumelelo enkulu.

kanye Ingcamango media sisicwangciso lwemidiya, nto leyo ethatha ukuba iintengiso kwi-akhawunti kumajelo eendaba ngokusekelwe ekuphumezeni ngempumelelo enkulu.

izigaba media

Phambi kokuba uqale uceba iphulo lokwazisa, kuyimfuneko ukumisela iinjongo ezinkulu nezincinane. Ngokwemveli, i iphambili kukukhuthaza inkonzo okanye imveliso kwi kwimarike, ukukhuthaza ukukhula ukuthengisa, ukwandisa ulwazi nokunyaniseka umthengi ukuba imveliso okanye lophawu, ukuyilwa yomfanekiso imveliso, inkampani okanye umntu. Le njongo ichazwe phantsi kwemiqathango ethile (lwamanani okanye ipesenti), nto leyo kubalulwa kwinqanaba yentengiso, ukunyaniseka kunye nolwazi abaphulaphuli ekujoliswe kulo, kwakunye impendulo evela banokuba ngabathengi. Emva kokuba ekuqulunqweni imisebenzi ungaqala kokubhalwa eendaba sicwangciso.

Ekwenzeni isicwangciso lwemidiya

Isicwangciso Media ibandakanya ezi zinto zilandelayo:

- inkcazo Full zohlobo olukhethiweyo yokwazisa.

Ngokuqhelekileyo, olu khetho yeyona kakhulu. Apha ungakhetha indlela kwingxaki intengiso i (nokuba intengiso olwamkelweyo okanye ngokweemvakalelo), uhlobo yokupasa yocwangciso (kunye Idispleyi, nemediynaya, complex), unikezelo imiyalezo zentengiso (ifom ethambileyo okanye nzima), inqanaba lokusebenzisa imveliso iintengiso umfanekiso (ethe ngqo, engathanga ngqo, efihliweyo) kunye t. d.

Zonke ezi parameters kumiselwa umjikelo wobomi imveliso kunye ukuqonda abaphulaphuli ekujoliswe engundoqo imveliso okanye inkonzo, nokuphela kwako ezifunwayo kunye namakhono zemali.

Kwakhona kweli candelo lichaza uhlobo intengiso ngokusekelwe koko ukubekwa umbhobho uya kusetyenziselwa ukuqaphela. Liprintwe izinto, ividiyo okanye odiyo umboniso, umboniso okanye PR-inyathelo.

Kulo mhlathi efanayo iya kuquka zonke iimpawu abucala, kuquka useto abaphulaphuli ekujoliswe, uhlobo intengiso into, ukusasazwa kwayo ngokwezelizwe kunye igalelo kwi-nkonzo.

- Ukumiselwa umjelo okanye ngemijelo yokunikezela.

Classic eendaba, zentengiso kwi-intanethi, njalo-njalo ze BTL. D.

- Inkcazzo ngokwemiqathango nokubekwa.

Ukongeza ixesha lilonke yonke imicimbi, le nto ibandakanya kwamaxesha zosasazo iintengiso kwi-TV okanye irediyo, ebonisa umhla release yomyalezo ngendlela ezibhaliweyo, malunga nokuthatha inxaxheba kwimiboniso kunye nezinye ixesha phulo.

- Ukumisela ixabiso phulo yokupapashwa.

Kule yinxalenye yesicwangciso lwemidiya ukupeyinta zonke iindleko zemali izithuba indalo, ukufakwa kunye nokupasa.

- Chonga iindlela intlawulo.

Ukuhlawula isithuba intengiso inokuba indlela ibhetshi, ixesha enye, unaniselwano, iNkxaso kunye t. D.

- Efficiency.

Ukusebenza iphulo lokwazisa ugqibe umlinganiselo ukuba ekuphumezeni iinjongo.

Ziziphi iingxaki zisonjululwe media?

imisebenzi media ziquka oku kulandelayo:

- imisebenzi okuhlalutya (nokuzimisela Ipharamitha abaphulaphuli ekujoliswe kulo, iimeko zemarike, oosomashishini okhuphisana nabo, amathuba okuthengisa, etc ...);

- amagama iinjongo iphulo lokwazisa;

- behlela bekunye isakhelo ixesha ukuphunyezwa kwazo;

- definition lamajelo ukusasazwa umyalezo iintengiso;

- nokuzimisela ukusebenza efunekayo ngokusekelwe yeempawu ezisisiseko media;

- ulwabiwo-mali.

ongakhetha media

media in zentengiso kunokuba theoretical and practical. Esi sakhiwo kuquka ithiyori ekubaleni yokusebenza amaphulo yokwazisa, ukuqokelelwa kwedatha nokwenziwa zonke izikolo ezizisekondari iparameters ngokusekelwe iindlela zale mihla manani.

Ngakwicala lokwenziwa iquka sele besebenza ngqo kunye neenkampani zabaxhasi, ukuphunyezwa kunye nenkxaso yonke imisebenzi ecwangcisiweyo phantsi phulo. Indlela esemgangathweni ukuze media esebenzayo inceda ukugcina mali ngexesha elifanayo ukuphumeza zonke iinjongo. Ngenxa olu phando, imiyalezo zentengiso zahlulwe ngokweendidi ezisekelwe ngexesha amaphulo, amaqela kwempahla, ixesha ukubonisa, ethi ibonelele kwakhona indlela kakhulu isandi ekudaleni eendaba sicwangciso.

Iimpawu eziphambili media

- Rating okanye TVR ixabiso - ipesenti lonke abaphulaphuli ekujoliswe, leyo wabona enye isiganeko eendaba ngaxa lithile, ukuze lowo unako ukumbona.

- Reach & Cover (scope kuchaphazeleke) - sisalathisi inani elipheleleyo labantu abaye bakwazi ukubona okanye ukuva umyalezo intengiso kweli dabi.

- yexeshana - ireyithingi iyonke, ibalwe ukuba udidi ekujoliswe elinikiweyo.

- OTS - ofunwa isalathisi inani lamaxesha ukuba lo myalezo angabonwa.

- GRP - udibaniso zazo zonke iziphumo zomyalezo yokupapashwa kuzo zonke eendaba ukuba kubekho iphulo elinye.

- Ubuninzi (ucoceko) - inani lemiyalezo zentengiso, nto leyo iza kuqhagamshelana umntu ngamnye abaphulaphuli ekujoliswe ekujoliswe.

- Index T / U (index ukuthobela) - ipesenti abaphulaphuli neempapasho iqela ekujoliswe ukuya iimpapasho abaphulaphuli jikelele.

- CPP - iindleko amanqaku bezikhundla, iindleko yokuliphumelela.

- CPT - iindleko nani amawaka nabo.

A umkhwa entsha media

Esinye izinto ezintsha izicwangciso eendaba kupapashwa kwi-Internet. Kule meko, i-Internet kuqwalaselwa njengesinye kwiindawo umyalezo izaziso. Ngenxa popularization yayo, kunye umthondo omkhulu ebomini bethu bemihla ngemihla, waba phantse omnye iingongoma eziphambili ezibandakanywe media. Imizekelo yokusetyenziswa imiphantsi lonikezelo ezahlukeneyo. Kunokuba kuba intengiso yengqiqo, kunye nokubekwa iibhanile, pop-up and more. media - kuyinto isethi yemisebenzi ezithengisayo, nenengqondo leyo licandelo elingundoqo zonyuselo imveliso ngempumelelo.

Yintoni eendaba isicwangciso ngezenzo?

media - yinxalenye ebalulekileyo nawuphi na umsebenzi advertising. Kwaye lwemidiya lokufunda nokubhala ngundoqo kwimpumelelo yokufezekisa iinjongo. Njani media ozijonga inyathelo? Ngokomzekelo, cinga izikhathi umyalezo intengiso malunga isiganeko kunomathotholo. Kufuneka ukwazisa uluntu malunga kuvulwe evenkileni. Ngaphambi kokuba sikwazi oko radio kuya kubakho iqonga lethu ukulungiselela imfuneko ukuhlalutya kwaye ukuqonda abaphulaphuli bakho ekujoliswe, nokuba kwezona khrayitheriya zethu.

Njengoko umthetho, ukuvulwa wevenkile unomdla kakhulu kwiintsapho zabantu nayiphi na ubudala. Okuninzi nentengiso yenzelwe ukulungiselela abaphulaphuli ababhinqileyo. Ngoko ke, phezu kwesi sisekelo, sinomdla izikhululo zikanomathotholo ezijoliswe abasetyhini. Le abaphulaphuli iza kwahlulwa ibe ziqwempu ezimbini: amakhosikazi kunye amanenekazi zokusebenza. Zombini ndimamela unomathotholo emini, lo gama benza umsebenzi e-ofisini yakho okanye ukude nekhaya, ngoko splurge ngexesha imali eninzi ngexesha prime akwenzi ngqiqo. Apho ngempumelelo enkulu aokusetyenziswa ngenxa nezihlandlo kophindo. Ukuze songe imali, unako kwakhona akwavuma intengiso ngeempela-veki okanye ukunciphisa inani kophindo.

Ngokwemveli, ebhengeza kunomathotholo kubhetele ukuqala zingadlulanga iiveki ezimbini phambi kokuba isiganeko esemthethweni. Isicwangciso lwemidiya le ngongoma kubonisiwe inyanzelekile, kuba linani leentsuku, iphindwe inani kophindo omnye kubo, kugqiba ubungakanani iindleko esisiseko. iindleko Umhlathi kufuneka acacise iindleko kwendalo kwe zorhwebo.

Ukuze nokwandisa iindleko iphulo lokwazisa, unako kwakhona ukunika izikhululo zeradiyo a unaniselwano iyonke okanye ngokuyinxenye. Umzekelo, unako nozenza ngaphandle usasazo kwi supermarket yakho kangangexesha elithile. Kwelinye icala, kusenokwenzeka bayavumelana ukunciphisa iindleko kwindawo ethile (losasazo) ngenxa ikliphu yakho odiyo, okanye ukubeka iintengiso zakho for free.

Emva kokwenza iphulo lokwazisa ujongwa yokusebenza yayo ngokungqinelana neenjongo yona kwaye neqondo impumelelo yabo.