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

7.5. Intepnet-peklama

Peklama in Іnternetі s rozvitkom Vsesvіtnoї pavutini nabuvaє all bіlshoї populyarnostі i, vіdpovіdno, efektivnostі.

On vіdmіnu od traditsіynih weight-medіa that zovnіshnoї ADs іnternet advertising Got pevnі perevagi th osoblivostі, oskіlki poєdnuє bazovі characteristics usіh іnshih vidіv ADs.

W one side, won vikoristovuє traditsіyny for zovnіshnoї that presovoї ADs vіzualny number (grafіchnі signs) s another - multimedіynі vlastivostі, harakternі for television, vіdeo-, audіozasobіv masovoї komunіkatsії.

Іz rozvitkom іnformatsіyno-komunіkatsіynih tehnologіy advertising PR i carols vishukanih forms oskіlki s rokami staє all skladnіshe perekonati pokuptsіv vіddavati perevagu Pevnyi product Chi Hotel, vibortsіv - golosuvati for Pevnyi candidate chi partіyu. Ninі vіdkrivayutsya printsipovo novі Roads Ahead vplivu on suspіlnu svіdomіst one s yakih Je Іnternet.

Mi vzhe have imposed danі schodo tempіv zrostannya kіlkostі koristuvachіv Іnternetu. Not Je vinyatkom th UKRAINE. In 2003, p. Quantity koristuvachіv access in Ukraїnі zbіlshilasya 1.5 times. On the cob 2004 p. Won becomes 3.8 million - 8% of the population. Quantity Web saytіv dosyagla 28.8 tisyachі. Access Hotel in Іnternet slapped blizko 300 provayderіv, 10 of yakih Ziman 80% tsogo segment market analysis. Quantity domain іmen in zonі ua zrosla to 109 tisyach (for materіalami www. Km. Dn. Ukrtelecom. Ua).

Spetsifіka Іnternetu dozvolyaє vikoristovuvati yogo peredusіm for polіtichnogo i ekonomіchnogo PR. Іnternet poєdnyє in co6i vodnochac kilka vidіv ZMK: drukovanih (nA site, you can read! Іnformatsіyu) padio (you can prosluhati acted as abo zvernennya on-line), telebachennya (mozhna exchange glances vіdeorolik abo navіt fіlm on-line), scho peredbachaє mozhlivіst zberezhennya Informácie that її bagatorazovogo vikoristannya.

Yea i Іnternet gnuchkim operative: s legkіstyu dolayuchi velicheznu vіdstan, іnformatsіya poshiryuєtsya on the number of auditorіyu Neznachny promіzhok hour. Bіlshe addition, vіdmіnu od traditsіynih weight-medіa, Іnternet peredbachaє іnteraktivnіst: in Registration, your comment s drive pevnoї podії abo materіalu, golosuvannya, agreed-upon toї chi toї problems on forumі abo in chatі, Notification in gostovіy knizі, participation in іnternet-konferentsіyah, listuvannya by e-mail dozvolyayut viznachiti kіlkіsny warehouse auditorії, її psihologіchnі osoblivostі and takozh Requests that stupіn їh zadovolennya.

Narazі Іnternet Je іdealnim i to "Chorny of PR", yaky in vіrtualnіy realnostі nabuvaє Especially vitonchenih forms: napriklad, Masov rozsilka (spam), yak pid hour ostannіh viborіv Derzhavnoї Dumi Russie vіdpravili od іmenі odnoї rosіyskoї partії koristuvacham Іnternetu naperedodnі ostannіh parlamentskih viborіv, small resonance guchnogo polіtichnogo scandal privernula i uwagi to the fact tsogo traditsіynih weight-medіa.

Іnternet Got velicheznu Quantity perevag i to conduct ADs.

According au-Perche, the site is not vvazhayutcya zasobami masovoї infopmatsії, to zakon npo ZMІ schodo Intepnetu nє dіє. Spetsіalnogo law yaky bi regulyuvav potіk Informácie sama in tsіy sferі, takozh scho Pokey not іsnuє. Tse pov'yazano zdebіlshogo іz with such a osoblivіstyu Іnternetu, yak globalnіst - nemozhlivo vsesvіtnyu іnformatsіynu base obmezhiti natsіonalnim (locally) zakonodavstvom i zalishatisya at tsomu democratically kraїnoyu.

Svoєrіdnim butt Je Bіlorus, de-provider monopolіst Mauger blokuvati Address, opozitsіynih Іnternet-resursіv. Іnshim butt Je China, de іsnuє lіtsenzіya the right pratsyuvati in Іnternetі scho automatic and kontrolyuє nadhodzhennya dostovіrnoї Informácie. Torn down rules reєstratsії Tyagny yourselves vіdpovіdalnіst, peredbachenu law.

However vіrtualnіy realnostі іsnuє nabagato bіlshe shlyahіv to circumvent the law. Napriklad, in Registration site in іnshіy derzhavі. Same to Іnternet widely vikoristovuyut of Quality in yak advertisements, so i antireklami. Іnternet Je іdealnim Shlyakhov i for compromising material. Ninі The website rozmіstiti mayzhe all: od ofіtsіynoї bіografії polіtichnogo lіdera before recording an informal besіd s Colleges. Before w takі dії zalishayutsya dosit bezpechnimi: vstanoviti spravzhnє dzherelo Informácie dosit vazhko. This genus News mozhut easily poshiryuvatisya i drukovanі to ZMK - posilannya the site zahischaє od sanktsіy zakonodavstva advertising.

Alternatively, Intepnet Je nezvichaynim Jerel zaluchennya novix prihilnikіv candidate abo navit chlenіv paptiї. In Єvropі that US Pevnyi poshirennya Nabeul procedure to start polіtichnoї partії through Іnternet.

Pozglyadaєtsya takozh prospect golosuvannya for Relief vіrtualnoї realnostі. The system of on-line golosuvannya vzhe bula viprobuvana on mіstsevih Vibor 2002 p. in Velikіy Britanії, i now active obgovoryuєtsya prospects for vsezagalnih viborіv on-line in 2006 p. Іnternet-golosuvannya dozvolyaє uniknuti bagatoh traditsіynih for viborіv problems Economii vitrati to company profile Process golosuvannya, Pevnyi mіroyu spriyaє aktivnostі elektoratu.

However, Je th suttєvі nedolіki, zokrema vіrogіdnіst torn down the law about Vibor. Nemozhlivo perevіriti, chi Je golosuvannya anonіmnim that dobrovіlnim, chi Je Authorizing viborets sama tim, whom currently vidaє. Potrіbno vrahovuvati th the osoblivіst scho vpodobannya vibortsіv - koristuvachіv Internet access rіznyatsya od іnshoї Chastain elektoratu, scho minds of the on-line golosuvannya Mauger datisya vznaki. Butt Je rating polіtichnih lіderіv Sered koristuvachіv Іnternetu, rozmіscheny on saytі www.president2004.com.ua - Tymoshenko has been viewed an hour writing a book postіynim lіderom golosuvannya. For ratings'm not іnternetіvskih sotsіologіchnih opituvan nezmіnnim lіderom CCB Yushchenko and Tymoshenko posіdala deprivation p'yate Location (per materіalami www. Uv. Ukranews. Com).
Dwellers poyasniti Taku rіznitsyu, potrіbno peredusіm take up uwagi spetsifіku koristuvachіv access in Ukraїnі: Young perevazhaє grown, zamozhnі gromadyani - malozabezpechenih, population centers - pіvnіchnі oblastі, predstavniki cholovіchoї statі - predstavnikіv zhіnochoї that іn. (for materіalami www.golosiyiv.kiev.ua).

In tretє for politichnix lidepiv viptyalna pealnict ctvopyuє іlyuzіyu pivnocti. Naperedodnі viborіv not be held zherebkuvannya saytіv abo rozpodіl "efіrnogo hour": was theoretically polіtichny Lider Mauger mother bezlіch saytіv on SSMSC mozhna viklasti whether yak Quantity Informácie of whether yaky promіzhok hour. Website Mauger Buti dosit ob'єmnim, oskіlki yogo vartіst viznachaєtsya not kіlkіstyu Informácie. The frequency do updates site - abo popovnennya іnformatsієyu zmіna design - deposits deprivation od vlasnika. Osoblivіstyu Іnternetu Je th those scho Mauger advertisement candidate provoditisya postіyno, not deprivation naperedodnі viborіv.

Prote far OAO All Ukrainian lіderi vikoristovuyut Taku perevagu: aktivіzatsіya robots saytіv zbіgaєtsya s cob peredviborchoї Campaing. W other side, іsnuє uniquely bіlshe sposobіv obіgnati supernika: od antireklami of the opponent has to antireklami yogo site SSMSC takozh mozhut provoditisya postіyno. When tsomu prityagnuti krivdnika to vіdpovіdalnostі uniquely vazhche. Butt Je Bush anti-advertising, conducted asotsіatsієyu Kemocratic Nation al Committee. For US zakonodavstvom, polіtichna advertising on telebachennі Got Booty ofіtsіyno skhvalenoyu by the candidate, however, does not rule Іnternet TAKE poshiryuєtsya, scho robit th vіrtualnu realnіst іdealnim golf antireklamnih Act reasonably.

Ctvopennya caytu TA yogo pozmischennya Je nabagato dєshєvshimi 3a opganizatsiyu poboti vlacnoї gazeti a6o kanalu telebachennya. Krіm order to Іnternetu not іsnuє kordonіv scho Yea dosit vazhlivim chinnikom in globalіzatsії minds. Digit perevagoyu Je th those scho not potrіbno chіtko viznachatisya s movoyu site: one second that she іnformatsіya Mauger Buti Available kіlkoma movami - Varto deprivation natisnuti vіdpovіdnu button. Otzhe, Іnternet Je neobhіdnim for zaluchennya elektoratu addition, yaky is staying for an hour cordon viborіv. For such vibortsіv sajti Yea one s nebagatoh Jerel information The polіtichne Zhittya Batkivshchyna.

Prote otrimannya Informácie slit garantuє not appear on Vibor. Practice to bring, scho peresіchnі vibortsі pridіlyayut Neznachny uwagi Programs chi platforms partіy and orієntuyutsya on sub'єktivnі vrazhennya that stereotype. Same to sites rozmіschuyut not tіlki ofіtsіynі documents, and the second analіtichnі materіali: stattі, Comments ekspertіv and takozh has acted, SSMSC shaping can Buti pereglyadu available for on-line.

Tsіkavim Je th those scho іnformatsіya on saytі Mauger Buti rіznoyu for rіznih regіonіv. Fallow od geografіchnogo mіstseznahodzhennya koristuvacha, yak automatic and viznachaєtsya pіslya Introduction Poshtova іndeksu on saytі z'yavlyaєtsya sama those Notification, yak orієntovane on koristuvachіv Pevnyi regіonu. Otzhe, advertising yak, so i antiadvertising in Іnternetі Je nabagato efektivnіshoyu s points to Zora vluchennya tsіlovoї auditorії, oskіlki sama won vrahovuє all rіznomanіttya tsіnnіsnih orієntatsіy that stereotipіv population of chi іnshogo regіonu. Vіdomo scho Look at іdealnogo candidate the president duzhe rіznyatsya, napriklad on Zahodі chi Shodі Ukraine.

Otzhe, Intepnet Je nayopepativnishim zasobom podannya infopmatsiЇ, yaky nє maє ani zakonodavchix, anі chacovix, ani ppoctopovix obmezhen. WWW Got dostatno Dovgy lines zberezhennya Informácie is the optimal form її filed. Іnternet peredbachaє nayefektivnіshy zvorotny phone reception, yaky dozvolyaє otrimati neobhіdnі vіdomostі about auditorіyu. Hour perebuvannya Informácie sites that її Location publіkatsії not vplivayut on tsіnu, scho robit yogo vikoristannya naybіlsh vigіdnim s-pomіzh іnshih ZMK. Bagatomanіtnіst that ekonomіchnіst ADs themselves saytіv dopovnyuє vischezgadanі perevagi Іnternetu.