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Ukukhangisa kunemithwalo.
Uma ucabanga ngegama, ngeke wazi ukuthi unobungane obuhle noma obubi nalo. Lokhu kuzoxhomekeka kungakhathaliseki ukuthi ukhona embonini, lokho okubonayo ngakho ku-TV, nakuma-movie, nokuthi ucabangani ngokukhishwa komboni. Kodwa kunengqondo ukusho, abenzi bokukhangisa baqinisile eceleni kwemisebenzi yomthetho kanye nezintela. Ngamanye amazwi ... bathola impendulo engalungile.
Ngeshwa, uma kuziwa ohlangothini lomsebenzi wezingxabano, lokho kungaba okungalungile kakhulu. Abantu abasebenza ekukhangiseni akuzona zonke abathengisi abasheshayo ezithandweni ezibizayo. Abasebenzi bahluka kakhulu, futhi ukuhlukahluka kwabantu abagcwalisa lezo zindlabo kucebile kakhulu.
Ngakho-ke uma ucabangela ukusebenza embonini yokukhangisa nokukhangisa, zijwayeze ngalezi zindaba eziyishumi nambili ezilandelayo. Uma othile ewuxosha ebusweni bakho, uzoba ne-rebuttal enkulu.
UMTHETHO WOKUPHAKATHI 1: Ukukhangisa kungumsebenzi ongekho emthethweni nongenakukhunjulwa.
UKUFANELEKILE : Imboni yokukhangisa empeleni, ingumsebenzi ohloniphekile kakhulu. Ngeshwa, kukhona labo abacabanga ngoba uzama ukuthengisa okuthile ngokusebenzisa ukukhangisa ozama ukukhohlisa noma ukukhohlisa umphakathi.
Ukukhangisa kumele kulandele imithetho eqondile eqinisekisa ukuthi yonke imiyalezo yokukhangisa iya phezulu. Into yokugcina i-ejensi yokukhangisa ifuna ukukwenza ukulimaza idumela lala maklayenti ngokukhiqiza izinto ezingahle ziqondwe njengokukhangisa okukhohlisayo .Yebo, zikhona ama-apula ambalwa ahlanzekile lapho.
Kodwa iningi lezinhlangano zesikhangiso zenza konke okusemandleni ukuze zihambisane nemithetho eminingi enqunywe yi-FCC, kanye ne-Advertising Standards Authority, phakathi kwabanye.
OKUPHILA 2: Wonke umuntu ekukhangiseni wenza i-Fortune.
UKUQALA : Uma kuphela. Nakuba kuyiqiniso ukuthi ungenza imali eningi esebenza ekukhangiseni, iningi labantu alilona izigidigidi.
Eqinisweni, iningi labantu alitholi ngisho nokuthola isamba semali eyisithupha. Iningi labantu abasebenza ensimini laqala emkhakheni wezitezi ezingezansi, befunda ngaphandle mahhala, mhlawumbe baze benze umholo omncane ukuze baqale embonini. Futhi abanye abantu empeleni bathatha umsebenzi ngaphandle kokukhokha, ngokulindela ngelinye ilanga ukuba abe isisebenzi esikhokhelwayo.
Njengoba nje nanoma yiluphi umsebenzi, ekukhangiseni ukhokhela izinkokhelo zakho futhi usebenza ngendlela yakho. Okwenzayo emsebenzini wakho wokukhangisa kuphelele kuwe. Futhi uma ukwenza phezulu, noma ube ngumnikazi, i-ejensi yakho ephumelele izoletha imali eningi.
I-MYTH 3: Kunzima Kakhulu Ukuqalisa Ukukhangisa.
UKUQALA : Kukhona iqiniso nakanjani kulokhu. Kukhona ukuncintisana okuningi lapho, ikakhulukazi emadolobheni anenani elilinganiselwe lezinhlaka. Kodwa, kunamathuba amaningi kulabo abafuna ukuqala ensimini. Lokhu akusho ukuthi uzothola ihhovisi lekhoneni ngombono, inzuzo ehloniphekile nokulawulwa kokudala kwemikhankaso yokukhangisa nomsebenzi wakho wokuqala .
Kuningi lomthetho ozodingeka uwenze. Kodwa uma unomsebenzi ojulile mayelana nomsebenzi wakho embonini, ungangena. Ungaqala eceleni kwamaklayenti futhi uhambe phambili, ovula izwe lonke lezinkampani ezahlukene ukuze uqale.
Ungasebenza ngisho nokuzimela ngaphandle kokuthola umsebenzi onomphela.
UMTHETHO 4: Ukusebenza Ukukhangisa Kufana Nokusebenza Obudlelwaneni Bomphakathi .
UKUQALA : Lezi zimboni ezimbili zivame ukufakwa njengomsebenzi ofanayo. Ngesikhathi ukukhangisa kanye nobuhlobo bomphakathi kungangena ngesandla, ukugxila kwabo kuhluke kakhulu. Ungasebenzisa amakhono akho wokukhangisa ukuze uthole umsebenzi ku-PR futhi ngokuphambene nalokho kodwa ngenxa yokuthi usebenza embonini oyedwa akusho ukuthi wazi konke ngokuzenzakalelayo kunomunye.
IMPILO 5: Yonke imibono yakho yokudala izosetshenziswa kahle
UKUQALA : Kunenqubo ethile kuwo wonke umkhankaso wokukhangisa. Amanye amaklayenti anikezela i -agency yokukhangisa umqondo oyisisekelo futhi avumela i-agency ukuthi isebenze nayo. Abanye bayishiya yonke into ebuchwepheni be-ejensi bese bevumela ukuba baphathe zonke izici. Amanye amaklayenti afuna ukubandakanyeka kakhulu kwinqubo ye-agency.
Ema-ejenti amaningi, uzoba nomhlangano ngemuva komhlangano ngemuva komhlangano mayelana nanoma imuphi umkhankaso wesikhangiso kungakhathaliseki ukuthi ungubani umnyango. Ungasebenzisa imibono yakho ngezinga elithile kodwa angase ungenzi kuklayenti.
Njengengxenye yethimba lezinhlangano, kunamazinga amaningi we-tape obomvu imibono yakho ngisho nezinto zakho zokusebenza kuzodingeka zihambe ngaphambi kokuba iphrojekthi izoqedwa. Ikhophi enkulu owabhala ngoLwesibili ingase iphele emuva edeskini yakho ngezinguquko zenguquko ngoLwesithathu. Uphinde uyithumele ngoLwesine nangoLwesihlanu unezinguquko ezingaphezulu.
Ama-ejenti amaningi ayamukela imibono yakho yokudala kodwa angazizwa ubuhlungu uma imiqondo yakho ishaqile. Akuyona yomuntu siqu, kungumsebenzi nje. Umqondo ongayiphonsa emhlanganweni wokudala ungase uhambisane ngokuphelele nalokho iklayenti esitshele abaphathi babo be- Akhawunti abafuna noma yini enqunywe emhlanganweni odlule namanye ama-execs ngaphakathi kwesikhungo sakho.
UMTHETHO WOKUPHAKATHI 6: Umsebenzi othakazelisayo, othakazelisayo, owenza umsebenzi olula.
UKUQALA : Awuthandani lawo ma-movie nemidlalo yethrivishini lapho izinhlamvu zisebenza ekukhangiseni futhi zibonakala zijabulisa kakhulu? Ama-Bosom Buddies , Mad Men , Trust Me ,, Friends , Nothing in Common , Bounce, What Women Want - lezi ezinye zezibonelo zemiboniso noma amabhayisikobho abalingiswa babo abanomsebenzi wokukhangisa . Futhi yilokho abayikho: abalingiswa endabeni yobuqili.
Ungenzi iphutha. Ukukhangisa kuwumsebenzi onzima. Ubusuku obuseduze, izimpelasonto, amaklayenti athukuthele, ukuchithwa, ukucindezeleka, nokuncintisana okunamandla kwenza kube nzima ukusinda kule mboni iminyaka engu-20 +.
OKUNGENZEKA 7: Uzohamba Kuzozonke Izingxenye Ezine ze-Globe
OKUQHELEKILE : Kuphela kokukhetha abambalwa. Yiqiniso kuyilapho ama-ad agxile kakhulu ane amaklayenti emhlabeni wonke, futhi isithombe samazwe ngamazwe namavidiyo ashicilelo yingxenye yesithombe, ukuhamba akuvamile kubantu abaningi. Uma ungumnyango wokudala, kungenzeka ukuthi uzohamba ukudubula imibono yakho. Noma kunjalo, ukuchithwa kwesabelomali kuvame ukusho ukuthi abantu abambalwa bayahamba. Ehlangothini le-akhawunti, futhi, kuzodingeka ube nenhlanhla eceleni kwakho.
UMTHETHO WOKUPHAKATHI 8: Konke Ukuphuza Ukuhlwa Nsuku Zonke Ukubambisana
UKUQALA : Ngesinye isikhathi, njengoba uMad Men eboniswa kahle, impilo ye-ad agency yayiyi-hedonistic. Kwakukhona ngempela iKhabhinethi yotshwala kuwo wonke amahhovisi, futhi kulindeleke ukuba uphuze ngaphambi, ngesikhathi nangemva komsebenzi. Eqinisweni, ukuphuza utshwala kwakugcwele embonini yesikhangiso, kusukela eminyakeni engamashumi ayisithupha, kuze kube sekupheleni kweminyaka engamashumi ayisishiyagalolunye.
Lokho kushintshile nakanjani. Manje, ukuhlala okuhlanzekile, amakamelo okudlala okukhululekile, nezingxoxo eziphathelene nezombusazwe. Yebo, kuzoba nezikhathi lapho usula khona iklayenti, noma uphuze emva komsebenzi. Kodwa "ukuphuza usuku lonke, iqembu lonke ubusuku bobusuku" selufile futhi luye.
UMTHETHO 9: Noma ubani angathola umsebenzi ekukhangiseni
UKUQALA : Konke kuxhomeke kulokho incazelo yakho "noma ubani" empeleni ikhona. Esikhathini esedlule, abantu bavele bawela emsebenzini wokukhangisa ngoba babengazi ukuthi yini enye okufanele bayenze. Laba bantu babenemvelaphi yokubhala, noma ama-degree angesiNgisi. UNeil isiFulentshi, umkopishi omkhulu nomqondisi wokudala, nje kinda wagijima waya ensimini futhi waba yinkosi.
Lezi zinsuku, ukuncintisana kwemisebenzi embonini kunzima kakhulu. Umqondo wokuthi noma ngubani onganquma ukunikeza ukukhangisa uzame ukuhleka. Udinga ukutadisha ekolishi, noma isihloko esiseduze nayo. Uma udala, uzodinga ipholi lokugubha. Futhi kulungile ukusho, ngisho nakho konke lokho, kuzodingeka ube okuyingqayizivele ukuze uqaphele.
UMTHETHO 10: Ngokusebenza Kanzima, Uzophela Ukuqalisa I-Agency
I-REALITY : Uyakuzwa ngaso sonke isikhathi, kusukela kubasebenzi ababhekene ne-akhawunti abasha kanye nabahleli be-brash. "Ngolunye usuku, igama lami lizoba ngaphezu komnyango. Ngifanele ngisebenze kanzima."
Akunjalo Empeleni. Abantu abakhangisayo bangasebenzisa iminyaka engu-30 + beyivula yonke imihla, basebenze ebusuku, belele ehhovisi ngezimpelasonto, kuphela ukuthola ukukhushulwa okuncane kanye nokukhokha okuncane. Abanye abantu bangangena ejensi, futhi babe ngumlingani phakathi neminyaka embalwa. Ngokuvamile kunalokho, akukhona ngalokho owaziyo noma ukuthi usebenza kanzima kangakanani. Ngokuqondene nokuthi ubani owaziyo. Ukuxhumana kwakho. Isizinda sakho. Ukufaneleka kwakho kwenetha.
Ungakwazi yini ukuba ngumnikazi we-ejensi ngelinye ilanga? Kungenzeka. Kodwa kuzothatha okuningi kunokusebenza kanzima.