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reklamireba
gayidvebis stimulireba
integrirebuli marketinguli komunikacia:
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integrirebuli marketinguli komunikacia
reklamireba
Ppersonaluri gayidvebi
sazogadoebrivi urTierTobebipirdapiri
marketingi
gayidvis stimulireba
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A
I
D
A
sakomunikacio modelis elementebi:
• gamgzavni (Sender)• Setyobineba (Message)• arxi (Medium or Channel)• mimRebi (Receivers)
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reklamis gavrcelebis formebi
savaWro markis
reklama
produqtisreklama
kompaniisreklama
erToblivireklama
Kkoorporaciulipartnioruli
reklama
Kkoorporaciuliimijis
reklama
Kkoorporaciuliproblemuri
reklama
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reklamis miznebi
sainformacio reklama
damarwmunebeli
reklama
SexsenebiTireklama
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miznis dadgena
biujetis dadgena
sareklamo mimarTvis
SemuSaveba
sareklamosainformaciosaSualebis
SerCeva
sareklamokampaniisSefaseba
reklamaze muSaobis etapebia:
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Msareklamo kampaniis Sesafasebeli mexsierebis testebi:
• Recall test
• Persuasion test
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marketologebi unda iTvaliswinebdnen aRqmis sam process:
• SerCeviTi yuradReba - momxmarebeli misTvis miwodebuli informaciidan amCnevs mxolod nawils da amitom mimwodeblis amocanaa momxmareblisaTvis informaciis ise miwodeba, rom miipyros misi yuradReba.
• SerCeviTi damaxinjeba – gulisxmobs adamianTa miswrafebas moaxdinos informaciis interpretacia ise, rom daadasturos is informacia, risic am adamianebs sjeraT.
• SerCeviTi damaxsovreba – imaxsovrebs imas, risic sjera
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mastimulirebeli kompleqsis strategiebi
mwarmoebelibiTumad movaWre
calobiT movaWre
saboloomomxmarebe
limwarmoebeli
biTumad movaWre
calobiT movaWre
saboloomomxmarebe
li
Push Strategy
Pull Strategy
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marketingis menejerebi gayidvebis stimulirebisTvis iyeneben:
• Sample• Coupons • Gift certificates • Premiums • Patronage rewards• Games• Joint promotions
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ra wamaxalisebel aqtivobebs iyeneben meriotis marketingis menejerebi
• ufaso interneti• pirdapiri dajavSnis xazi• garantirebuli rezervacia• Upgrade - maRali klasis nomris SeTavazeba
standartuli nomris fasad• gviani gawera• Marriott cheque
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