Yini eyenza uMnyango Wokudala, Futhi Obani Abadlali Abakhulu?
Nakuba yonke iminyango ibalulekile ejensi lokukhangisa, iminyango yokudala iyona echaza. Uma i- ejensi yokukhangisa inomkhiqizo , yinto yokudala. Futhi lokho kwenziwa ngabantu abanethalente abasebenza (futhi bavame ukuhlala) emnyangweni wokudala.
Konke okuvela ekukhangisweni kokukhangisa kanye ne-imeyili eqondile, ekusakazeni izikhangiso , amawebhusayithi kanye nemikhankaso yama-guerrilla kukhishwa lapha. Ngaphandle komnyango wokudala, ayikho inhlangano.
Eqinisweni, abantu abaningi bacabanga ukuthi umnyango wokudala ube injini yomshini, nakuba, ngaphandle kweminye iminyango yokusekela bekungeke kube khona umsebenzi.
Ubani Osebenza Emnyangweni Wokudala?
Nakuba ihluka kancane kusuka ejensi kuya ejensi, umnyango wokudala ngokuvamile uhlanganiswa neqembu elifanayo labalingiswa. Nazi izindima eziyinhloko:
Umqondisi (Creative)
Uma i-buck yokudala iyeka nanoma ubani, ingumqondisi wokudala (CD). Kungumsebenzi wakhe ukuqinisekisa ukuthi umsebenzi amaqembu akwenzayo kufushane futhi wekhwalithi ethile. Umqondisi wokudala uphinde anqume ukuthi yiziphi amaqembu azosebenza kuwo amaphrojekthi, isikhathi abadinga ukuxazululwa ngaso, futhi ngokuvamile azoba khona ukuze abonise umsebenzi kumakhasimende, kanye neqembu eliqedile lo mkhankaso.
Uma kwenzeka kwenzeka, i-CD ingase ikwazi ukusiza ngenkinga, noma ixazulule uma kungekho omunye umuntu odala. Kungenxa yalesi sizathu ukuthi i-CD ivame ukubizwa ngokuthi "umugqa wokugcina wokuvikela" emnyangweni wokudala.
Ekuqaleni umkopishi noma umqondisi wezobuciko (futhi ngezinye izikhathi umklami noma umphathi we-akhawunti) umqondisi wokudala uzoqondisa umsebenzi futhi, uma uphumelele, ube negalelo ekwenzeni i-ejensi ibe nempumelelo yezezimali nebucayi. Abaqondisi bokudala njengoDavid Abbott, uBill Bernbach, u-Lee Clow kanye namuva nje, u-Alex Bogusky, babumba ama-ejenti ngale ndlela.
Amanye ama-ejensi azoba namazinga amaningana omqondisi wokudala, aqale nomqondisi wokudala wokuxhumana, umqondisi wokudala, umqondisi odala wokudala, futhi ekugcineni, umqondisi wokudala wokuphatha.
Abanikazi bekhophi
Kukhona amazinga amaningi omkopishi enkampanini yesikhangiso, kuye ngobukhulu bawo, isisekelo sabathengi, nezinhlobo zamaprojekthi asebenza kuwo. Isibonelo, i-ejensi egxile ekukhangiseni okuqondile kanye nokuqukethwe kwewebhu kuzoba nabalobi abangaphezulu kwabasebenzi kunjenge-ejensi egxile ekupaketheni nasezingeni lokuthengisa. Umlobi we-copywriter uzovame ukusebenza ngokubambisana nomqondisi wezobuciko noma umklami, into ehlelwe nguBill Bernbach weDDB emuva ngasekupheleni kwawo-1950. Ngokudabukisayo, leyo modeli ayitholakali kangako kulezi zinsuku, njengama-ejensi abasebenza phezulu noma aphansi nalabo abakhululekile ngokusekelwe emsebenzini.
Ekugcineni okuphansi kwalolu hlobo ngumlobi wezingane ezincane. Ngemuva konyaka noma ngaphezulu, leso simo sishintsha umkopishi, bese umkopisha ophezulu, bese uhlanganisa umqondisi wokudala / ikhophi. Abalobi be-Junior bazosebenza emiphakathini ephansi, futhi kuzodingeka baqeqeshwe ngabasebenzi abakhulu kuze kube yilapho bethola ukuhamba kwabo. Ababhali bekhompiyutha basebenze noma yini kusuka emakhulwini amancane kunawo wonke e-intanethi nezibhengezo, kumikhankaso ehlanganisiwe egcwele. Futhi, akuzona nje abantu abaza ngamazwi.
Ababhali be-copywriter bavame kakhulu amasu, abacabangi bokudala, beza nemibono eminingi ebonakalayo njengabaqondisi bezobuciko kanye nabaqambi.
Abaqondisi bezobuciko
Njengabakhophi be-copywriters, kunamazinga omqondisi wezobuciko ngaphakathi kwe-ejensi, kusukela ku-Junior, kuya ku-Senior, futhi ekugcineni i-ACD / AD indima. Umqondisi wezobuciko usebenza eduze nomkopishi nomklami ukuze enze umkhankaso, futhi unengqondo enkulu yokucabanga njengomlobi. Kumele kuqashelwe ukuthi nakuba umqondisi wezobuciko enegama elithi "ubuciko" esihlokweni, amakhono okudweba ayadingeki. Lona umsebenzi wokuxazulula izinkinga zokudala, ukukwenziwa kungaphathwa abanye abantu.
Lapho umqondisi wezobuciko ethatha iphrojekthi, uzosebenza ngokuhambisana nomqondisi wokudala ukuze enze ukubonakala nokuzizwa komkhankaso. Lezi zinsuku, abaqondisi abaningi bezobuchwepheshe banamakhono amahle kakhulu e-Mac, kepha futhi, akudingeki njalo.
Uma ngabe i-ejensi ineqembu labadwebi abaphezulu, umqondisi wezobuciko angabaqondisa ukuba bakhe umbono wakhe.
Abaqambi
Kunezinhlobo eziningi zamadizayini, kufaka phakathi labo abaqeqeshiwe ekuklanyeleni izithombe, ukuklanywa kwewebhu, ngisho nokuklanywa komkhiqizo . Kodwa-ke, ama-ejenti amaningi azoba nabadwebi bezithombe abasebenzisa ukusiza abaqondisi bezobuciko kanye nabakhophi bezincwadi ngemishini yomkhankaso, futhi futhi basebenze emisebenzini edinga ukuklama okuhlanzekile ngaphandle kwesidingo seqembu lomqondo. Abaqambi baziswa kakhulu, ngoba bangakwazi ukuthatha imibono ezingeni elilandelayo futhi banikeze umsebenzi oqedile ukupholisa ukuthi ithimba lokudala alikwazanga ukungeza. Ema-ejensi amancane, abaqambi bangase bangabi ngabasebenzi, kodwa bayoqashwa njengama-freelancers njengoba kudingeka, noma bazosebenza kwi-studio yokuklama abanikezwa ngamasevisi ngezikhathi ezithile.
Abathuthukisi bewebhu
Ukusebenza kanye nabaqambi nabaqondisi bezobuciko yibo abathuthukisi bewebhu. Njengoba kugcizelelwe kakhulu kwidijithali, kuyindima eye yaba yigugu ku-ejensi kule minyaka eyishumi edlule. Amanye ama-ejensi e-digital azoba neqembu lonke labathuthukisi, kanti abanye bayoba nabasebenzi abambalwa abangasiza kuzo izingxenye zedijithali zomkhankaso. Ngumsebenzi wabathuthukisi bewebhu ukusiza ukuklama isipiliyoni se-intanethi, ukuyikhokha, ukuyiguqula, futhi ngezinye izikhathi uyigcine. Kufanele babe namakhono amahle kakhulu we-UX (isipiliyoni somsebenzisi), futhi ube nekhono ekuhambeni okucacile kanye namapulatifomu asebenzisana nomsebenzisi.
Abaculi bokukhiqiza
Abaculi bokukhiqiza bane-(ngokuvamile) umsebenzi wokubonga wokuthatha imikhankaso nokuzilungiselela ukuphrinta. Lokhu kuzofaka ukubeka amafayela phezulu kumshini wokunyathelisa, ukudala izinguqulo zesinye isikhangiso sezincwadi eziningi, nokudala izibuyekezo kumikhankaso ekhona. Nakuba kungewona umsebenzi odinga ukucabanga okuningi okubalulekile, kudinga ukunakekelwa okukhulu ngemininingwane kanye nesimo sengqondo sokufunda.
Abaculi beSketch / Storyboard
Amanye ama-ejenti, ikakhulukazi labo abenza i-TV eningi nokukhangisa kwangaphandle, bazoba nomculi wokudweba noma "umculi" kubasebenzi. Lona umuntu ongakwazi ukudweba masinyane futhi ngobuchule amabhodi wezindaba ngamashiya we-TV, noma emikhankaso yesithombe. Esikhathini esedlule, umculi wokudweba wasebenze ngamapensela namakaki, kodwa lezi zinsuku zihamba ngokushesha, futhi kulula ngezimo eziningi, ukusebenzisa into efana ne-tablet yakwaWacom. Ngaleyo ndlela, ukudweba kwedijithali kungashintshwa futhi kuhlotshaniswe ngezikhathi eziningi ezihlukene, ngokususelwa kwimpendulo iklayenti.