Ama-Ups and Downs of Testimonials and Celebrity
Phakathi neminyaka eyikhulu edlule, kunezincwadi zokubhala ezinkulungwaneni zokuvuma ukukhangisa. Kusuka kubadlali kanye nezinkanyezi ze-movie, kudokotela kanye nemishini, ukuvumela ukuyingxenye enkulu yezokukhangisa nezimboni zobudlelwane bomphakathi. Futhi ngesizathu esihle.
Uma umkhiqizo noma isevisi ukhetha ukuzivumelanisa nomuntu odumile, noma ochwepheshe kuleyo nsimu, bathatha isinqamuleli sokwamukelwa, ukuthakazelelwa nokuthembeka.
Ngokwesibonelo, kungenzeka ukuthi awuzange unikeze umcabango wesibili kumkhiqizo othize we-cereal. Kodwa uma umdlali we-olimpiki we-olimpiki wegolide owaziyo uphuma futhi uthi bayidla, ku-radar yakho.
Ngamanye amazwi, ukugunyazwa kuyindlela elula yokuthi umkhiqizo uzinamathisele emibonweni emihle ehlotshaniswa nodumo noma udokotela ochwepheshe.
Izinhlobo Zokuvumela
Kunezinhlobo ezine eziyisisekelo zokuvumela, ikakhulukazi ezikhokhelwa ukuthi izimpahla zitholakale kubo. Ngezinye izikhathi zikhululekile, ikakhulukazi izinsizakalo ezinjengezigungu ezikhuluma egameni lemibuzo yokuhlola umdlavuza webele.
- Ukusebenzisa uMkhiqizo noma Isevisi: Lokhu mhlawumbe kuvame kakhulu ezemidlalo nasemfashini. Isibonelo, uKobe Bryant noMichael Jordan bakhokhelwa izigidi zamaRandi ukuze zibonwe zigqoke izicathulo ze-Nike. Imikhiqizo yezokwelapha izokhokha odokotela abahlonishwayo, odokotela bamazinyo, odokotela, nabanye ochwepheshe bezokwelapha ukutshela umhlaba ukuthi basebenzisa umkhiqizo othize.
- Ukukhuluma ngenhloso yeBrith (aka Testimonials): Ukuvela ezikhangisweni zomkhiqizo noma isevisi yindlela enye ethandwayo yemikhiqizo yokusebenzisa ukuvumela. Abamhlonishwa abaningi abenza lokhu ukuze bathole izigidi zamadola engeziwe ngonyaka (bacabange uChristopher Walken for Kia) nakuba abaningi bakhetha ukuvumela imikhiqizo engabonakali kuleli zwe. Isibonelo, u-Arnold Schwarzenegger uye wavuma imikhiqizo ehlukahlukene yaseJapane. Ngokuvamile lokhu kuyindlela enhle ngoba uma udumo lungaphumeleli, isithombe sabo sezilwandle sivikelwe kakhulu ngokucindezela okubi kunokuba kube yi-stateside.
- Ubufakazi obungakhokhiwe: Abakhangisi banokukhetha ukukhokha umuntu ukuthi abhale noma athi okuthile okungase kuvunyelwe lo mkhiqizo, kodwa kungcono nakakhulu uma lobufakazi bungenasikhala. Lokhu kungenzeka ngezindlela ezimbalwa. I-Blogger edumile, u-YouTuber, ochwepheshe, noma udumo , angasho okuthile okuhle mayelana nomkhiqizo. Isibonelo esidumile salokhu sivela eNgilandi. Lapho umpheki we-TV uDelia Smith esebenzisa uhlobo oluthile lokupheka ekuboniseni kwakhe okupheka, ukudayiswa kwalowo modeli ukudubula phezulu ngosuku olulandelayo. Uma i-blogger elandelwe kahle inikeza indawo yokudlela ukubuyekezwa okukhazimulayo, ibhizinisi (okungenani ngemuva kwesikhashana) lizoqala.
- Ukugunyazwa kwe-Fake " Lokhu akusho ukuthi kukhona okungekho emthethweni okuqhubekayo . Ivele ibhekisela ezinhlotsheni zokwamukelwa okuvela kubalingisi abakhokhelwa okhulumela okhulumela yonke into kusuka kwenkampani yemoto eqashisayo kumkhiqizo othize wokuhlanza umkhiqizo. Laba bantu bangabonakala njengemindeni echaza ukuthi umkhiqizo uhle kangakanani noma ubonakale njengabaqeqeshi bezokwelapha begqoke izingubo ezimhlophe. Kumele kubonakale njengabalingisi kulezi zimakethe, ngisho noma bekhuluma amazwi omndeni wangempela noma udokotela, ngakho-ke amandla alolu hlobo lokugunyaza abuthakathaka kunezinye ezintathu. Abantu abambalwa kakhulu babukela isikhangiso esinomlingisi futhi bacabanga ukuthi umkhiqizo uzoba kuhle njengoba kukhulunywe.
Izingozi Zokuthengiswa Kwezimpahla
Ukuvumela kuvumelanisa amabili amabili ndawonye. Umkhiqizo owodwa ungumkhiqizo wangempela noma isevisi, kanti enye inguphawu lomuntu siqu, kusukela ku-movie noma kwenkanyezi ye-TV, kumculi, noma kumkhakha wezobuchwepheshe. Ingozi iwukuthi, uma lezi ziboshwa zihlangene ndawonye, izinto zingahle zihlaziye uma kukhona okungahambi kahle nganoma yiluphi uphawu. Omunye kuphela okumelwe acabangele u-OJ Simpson noBill Cosby ukuze baqonde ukuthi kusho ukuthini ukugunyazwa okungenayo.
- Ingozi kuBrithani: Uma kukhona okungalungile okwenzeka kumuntu ovumela lo mkhiqizo, lo mkhiqizo ngokwawo ungahlupheka ngokushesha. Kumelwe ubheke kuphela izinkinga u-Tiger Woods azenzile umkhiqizo owamukelweyo. Kulezi zimo, kudingeke ukuthi iqembu le-PR neyezomthetho liqedwe ukuyeka ukuphuma kwegazi ngokushesha. Kodwa kwezinye izimo, umonakalo mkhulu kakhulu futhi umkhiqizo kumele ususe ukugunyazwa.
- Ingozi kumgunyazi: Ngokufanayo, uma umkhiqizo ungena emlilweni wokwenza okuthile okungalungile, umuntu odumile owamkela angakwazi ukuphazamiseka ngaphandle kokuthi ahambe ngokushesha ukuze azisuse ebuhlotsheni. Uma kutholakala inkampani isebenzisa ama-sweatshops, ukubandakanya ukukhangisa okungamanga, noma ukuphulwa komthetho, okungawuqeda kalula idumela lomnikezeli.
Ingabe Ukubekwa Kwemikhiqizo Ukugunyazwa?
Ijaji lingaphandle kwalowo. Abanye babambelela ukuthi ukuvunyelwa kweqiniso kuningi, futhi kuhilela isitatimende esivumela umkhiqizo noma isevisi.
Yiqiniso, izinto azisebenzi njalo njalo. Uma udumo luvele lubonakale futhi lubekwe mayelana nokugqoka uhlobo oluthile lokubuka, noma ukushayela imoto ethize, futhi kuthathwe izithombe, khona-ke lokho kuyisiqiniseko, kungakhathaliseki ukuthi ikhokhwe noma cha.
Khona-ke kukhona ukubekwa komkhiqizo. Akukona okufanayo, kepha kungashiwo ukuthi umkhiqizo uvumela i-movie, futhi ngokuphambene uma lezi zixhumene nomkhiqizo wokubekwa komkhiqizo. Ingabe iF Ford ivumela uJames Bond uma ibonakala eCasino Royale? Ingabe i-franchise yeBond ivumela i-Ford? Kuzo zombili izimo, ungasho ukuthi ukulingana kokubili kwamagama kwasetshenziselwa ukwakha isitatimende. Kodwa-ke, akuyona ukugunyazwa okujwayelekile ngomqondo obaluleke kunayo yonke yesikhathi.