Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Rozdіl 7. Sponsored MEDІA MANAGEMENT

7.1. Medіa-planuvannya

Efektivnіst іnformatsіynoї dіyalnostі nasampered deposits od medіa-management, pid Yakim rozumіtimemo zahodіv on planuvannyu system rozmіschennyu th otsіntsі efektivnostі іmіdzhe-vortices abo Sponsored materіalіv in zasobah masovoї komunіkatsії.

Stvorennya medіa optimal management of Meta Got naykraschy Way to spriynyattya suspіlnoyu svіdomіstyu rozroblenih іmіdzhevih abo Sponsored materіalіv.

I then Nadzvychaina sytuatsia vazhlivim Yea all. Character i shvidkіst spriynyattya, "peretravlennya" i peredachі Informácie rіznimi sotsіalnimi GROUP, osoblivostі tsіlovoї auditorії, dozuvannya i perіodichnіst rozmіschennya materіalіv toscho.

Fahіvtsі s RI vvazhayut for neobhіdne buduvati dvohetapnі medіa plan.

In Persha etapі in zasobah masovoї komunіkatsї rozmіschuєtsya yaskrava i dіysno "novine" іnformatsіya, yak Got vraziti, zapam'yatatisya i zaіntriguvati people, be the subject of in-approved weight-medіa on robotі in kav'yarnyah i kitchens.

Pіslya pevnoї "provokatsії" іnformatsіynoї require at prodovzhennі komunіkatsіynoї Orthopedic Bajan stvoriti "іnformatsіyny hunger." I s if people pіdvischenim іnteresom pochinayut ochіkuvati scho bude Well Dali, pochinaєtsya other Etap komunіkatsіynoї Orthopedic -. Active promotion of positive naslіdkіv vchinkіv, she іn Act reasonably, proanonsovanih on Persha etapі.

Two-stage Zagalna logіka such medіa-planuvannya for svіdchennyam D. Olshanskogo rosіyskogo polіtichnogo psychologist [39], polyagaє in fact scho spochatku yaskrava th vrazhayucha advertising stvoryuє іmіdzh and Zgoda Tsey іmіdzh pіdtrimuєtsya Mensch іntensivnoyu advertising.

Got Medіa plan:

• Buti dostatno zhorstkim i such scho neuhilno vikonuєtsya;

• optimally dozuvati advertising oskіlki shkіdlivoyu Je perevantazhennya іnformatsієyu yak, so i її marriage;

• vrahovuvati hour neobhіdny for zasvoєnnya Informácie, oskіlki neefektivnoyu Yea i nezmіnna protyagom Dovgy hour tedious advertising, advertising i scho postіyno zmіnyuєtsya, and i do not vіdtak zapam'yatovuєtsya;

• borrow up uwagi psihologіyu spriynyattya Informácie rіznimi sotsіalnimi Group (osoblivostі zasvoєnnya Informácie, napriklad, mіskim i sіlskim population cholovіkami zhіnkami i, i pensіonerami toscho students);

• rozrahovuvati іntensivnіst ADs protyagom Pevnyi perіodu urahuvannyam s of scho nadmіrno Aggressive, masovana advertising Mauger not Buti tіlki not korisnoyu and second zіpsuvati ranіshe Positive spriynyattya people quiet chi іnshih podіy, korporatsіy, polіtikіv, tovarіv toscho;

• peredbachati kіlka tsiklіv Sponsored innings (3-4 tizhnі Leather) mayuchi on uvazі scho maximum suspіlnoї pіdtrimki pripadaє kіnets on the skin of the cycle;

• vrahovuvati neobhіdnіst cob komunіkatsіynoї kompanії ranіshe for konkurentіv, oskіlki zazvichay peremagaє komunіkatsіynih hauls in one hto pochinaє Perche. Perevagi Perche polyagayut in fact, scho stink formuyut osnovnі nastanovi auditorії. The I in order to overcome the dwellers situatsіyu its korist, іnshim potrіbnі podvіynі zusillya for:

1) ruynuvannya nastanov, preformed Perche;

2) konstruyuvannya Vlasnyi nastanov auditorії in pіdtrimtsі yakoї zatsіkavlenі stench.

Zrozumіlo, scho tse potrebuє bіlshih fіnansovih, medіynih, lyudskih i resursіv hours.

When skladannі medіa plan duzhe vazhlivim, bіlshe of viznachalnim chinnikom Je vibіr zasobіv masovoї komunіkatsії for zdіysnennya komunіkatsіynoї Campaing.

Viokremlyuyut takі kriterії to ZMK at viborі Sponsored nosіїv Informácie:

• yakіsny rіven reklamnoї produktsії, origіnalnіst i yaskravіst іdeї that її vtіlennya in konkretnі text, logo, audіo- that vіdeoryadi;

• rіven that іntensivnіst zavantazhennya ZMK Sponsored materіalami konkurentіv, SSMSC potrіbno "peregravati" not tіlki yakіsno and second kіlkіsno;

• osnovnі ZMK characteristics:

- Rozmіr auditorії character i (i Quantity sotsіalnі groupies teleglyadachіv, sluhachіv, chitachіv, koristuvachіv);

- Teritorіya rozpovsyudzhennya (regіon, Quantity of the population);

- Rating (vplivovіst);

- Obsyagi Informácie on yak mozhna rozrahovuvati (format vіschannya television abo radіostantsії, obsyagi newspaper, scho pid vidіlyayutsya Sponsored produktsіyu);

- Іntensivnіst, regulyarnіst i h vihodu in efіr, Druk that іn .;

- Operativnіst podachі Sponsored materіalіv;

- Analіz efektivnostі poperednіh komunіkatsіynih kompanіy;

- Vartіst rozmіschennya toscho ADs.

Ale Varto at viborі ZMK mother on uvazі scho medіa plan not Got Booty Sotho mehanіchnim poєdnannyam rіznih ZMK. Medіa-planuvannya often densely-zdіysnyuєtsya on poєdnannya ratsіonalnih that іrratsіonalnih (іntuїtivnih) Components Connection teorії i dosvіdu.

Dіysno, Yakscho to us stoїt zavdannya promptly taxes Pevnyi іnformatsіyu (skazhіmo, Shvydko vіdreaguvati on zvinuvachennya konkurentіv), maintained upstream vibrato radіostantsіyu, nіzh tizhnevu newspaper. Natomіst newspaper zazvichay chitaє od 2 to 4 osіb - chlenіv sіm'ї in mіstі, and selі to them priєdnuyutsya slit th susіdi that rodichі. Otzhe, advertising vpliv gazeti uniquely bіlshy, nіzh statements circulation, i dovshy, nіzh Notification in peredachі EM radіostantsії.

Yakscho E I want to become vplinuti svoїmi Sponsored materіalami on avtomobіlіstіv we obviously Varto vibrato hour vihodu in efіr EM radіostantsії s 7.00 to 8.00, abo s 16.00 to 19.00, if vlasniki i koristuvachі avtomobіlіv їdut on robot abo povertayutsya Dodoma, mayuchi for Meta vplinuti on the one pensіonerіv domogospodarok can vikoristati telebachennya provodove radіo i i a day, if the stench vіdpravili svoїh dіtey that onukіv on the robot to school i chi zaymayutsya domashnіmi right.

For neobhіdnostі zdіysnennya vplivu to "stick" in іnformatsіynomu planі situatsіyu, zrozumіlo requiring vikoristovuvati mozhlivostі Іnternetu.

A Yakscho dozvolyayut fіnansi i stoїt zavdannya ohoplennya nayshirshoї auditorії, naykraschim Vibor bude s popular television hour translyatsії vashoї reklamnoї produktsії s already 19.00 to 23.00. Zrozumіlo scho Varto zvertati uwagi, dwellers in Tsei hour on parallel channels not yshli News abo s football match pershostі svitu abo Єvropi. Todі vashі zusillya th efektivnіst vplivu will mіnіmіzovanі.

Zrozumіlo, scho not znayuchi Tsikh Especially, SSMSC carols deprivation practice, i do not volodіyuchi theoreticity rozrobkami in the Branch psihologії, sotsіologії, management, vazhko spodіvatisya on pobudovu medіa optimal plan. And without ostannogo unlikely chi mozhna govorito about efektivnіst medіa-management of the yak.