The Ups and Downs of Testimonials and Celebrity
Pamakore ekupedzisira zana, pane mabhuku ezvinyorwa ave nezviuru zvekutengeserana kunovimbiswa. Kubva kumitambo uye nyeredzi dzemafirimu, kuvanachiremba uye magetsi, kugonesa kunonyanya chikamu chekutengeserana uye hukama hwehukama hwemabhizimisi. Uye nechikonzero chakanaka.
Apo chigadzirwa kana sarudzo inosarudza kuwirirana nemumwe munhu akakurumbira, kana nyanzvi mumunda iwoyo, vari kutora nzira shoma pakuzivikanwa, kufarira, nekuvimbika.
Nemuenzaniso, iwe unogona kunge usina kumbopa pfungwa yechipiri kune imwe mararamiro ezvokudya. Asi apo mutambo wemidhi yeOlympic yegoridhe unoziva iwe inouya uye inoti vanoidya, iri padenga rako.
Mune mamwe mazwi, kuvigira inzira inyore yekuti brand izvibatanidze kune mafungiro akanaka anosangana nemukurumbira kana unyanzvi hwemabhizimisi.
Mhando dzeKubvumira
Kune mavara mana ezvinyorwa zvekutsigirwa, zvakanyanya kubhadharwa kuti marongerwo anowanikwa kwavari. Dzimwe nguva ivo vakasununguka, kunyanya kune zvipo zvakadai sevanopemberera vachitaura nekuda kwekenza yepabonde yekuongorora.
- Kushandisa Product kana Service: Izvi zvinogona kunge zvinowanzoitika mumitambo nemafashoni. Somuenzaniso, Kobe Bryant naMichael Jordan vari kubhadhara mamiriyoni emadhora kuti vaonekwe vakapfekedza shangu dzeNike. Mishonga yezvokurapa ichabhadhara vanachiremba vanoonekwa, vanachiremba vemazino, vanachiremba, uye vamwe vashandi vezvokurapa kuti vataure nyika kuti vanoshandisa chigadzirwa chaicho.
- Kutaura Nechinangwa cheBritain (aka Testimonials): Kuonekwa muzviziviso zvechigadzirwa kana kushanda ndeimwe nzira yakakurumbira yezvigadzirwa zvekushandisa zvinotsigirwa. Vakawanda vanopembererwa zvikuru vanoita izvi kuti vawane mamiriyoni emamwe madhora emari gore negore (funga Christopher Walken weKia) kunyange zvazvo vakawanda vakasarudza kutsigira zvinhu zvisingaonekwi munyika ino. Somuenzaniso, Arnold Schwarzenegger akabvumirana zvakasiyana-siyana zvekuJapan zvigadzirwa. Izvi zvinowanzoita sarudzo yakanaka nokuti kana munhu akakurumbira asingasviki nenyasha, mhirizhonga yavo yekunze kwepasi inodzivirirwa kune zvakaipa zvisina kufanira kupfuura iyo ingava stateside.
- Zvipupuriro zvisina Kubhadharwa: Vanoparidzi vane chisarudzo chokubhadhara mumwe munhu kunyora kana kutaura chimwe chinhu chinogona kutsigira marashi, asi zviri nani kana uchapupu huri zvachose. Izvi zvinogona kuitika nenzira shomanana. Imwe blogger yakakurumbira, IweTuber, unyanzvi, kana mukurumbira , anogona kutaura chimwe chinhu chakanaka pamusoro pechiratidzo. Muenzaniso wakaisvonaka weizvi unobva kuEngland. Apo mucheri weTV Delia Smith anoshandisa imwe rudzi rwekubika kubika pane kuratidza kwake kubika, kutengesa kweiyo muenzaniso chaiyo kupfura zvishoma gumi pazuva rakatevera. Kana bherogi yakatevedzerwa inopa doro rekudya rekuongorora kunopenya, bhizinesi (kunyanya munguva pfupi inotevera) ichaita.
- "Nhema" Kugutsikana: Izvi hazvirevi kuti chero chinhu chipi zvacho chiri pamutemo chiripo . Icho chiri kungotaura nezvemhando yezvibvumirano zvinobva kune vateereri vanobhadhara vatauriri vezvinhu zvose kubva kune imwe yekambani yemotokari kune imwe nzvimbo yekuchenesa imba. Ava vaporofita vanogona kuonekwa semhuri vachitsanangura kushamisa kwechigadzirwa chacho kana kuonekwa sevashandi vezvehupfeke vakapfeka mabhanhire machena. Vanofanirwa kuonekwa sevatambi mune zvekutengeserana, kunyange kana vachitaura mashoko emhuri chaiye kana chiremba, uye naizvozvo simba rekushandira uku kwakanyanya kuderera kupfuura mamwe matatu. Vanhu vashomanana chete vanotarisa chikwata chine mutambi uye vanofunga kuti chigadzirwa chichave chakanaka sezvazvakataurwa.
Ngozi dzeKubvumira Kutsvaga
Kubvumirana kusungira mabhii maviri pamwechete. Chiratidzo chimwe chinhu chaicho chigadzirwa kana basa, uye imwe yacho chiratidzo chepachena, kubva pane firimu kana nyanzvi yeTV, muimbi, kana muzvinabhizimisi. Iyi njodzi ndeyekuti, kana vaviri vakasunganidzwa pamwe chete, zvinhu zvinogona kutyisa kana chero chinhu chipi zvacho chisina kunaka nechinangwa. Mumwechete oga anofanira kutarisa OJ Simpson naBill Cosby kuti vanzwisise zvinorehwa nekubvumirwa kusati kwapera.
- Ngozi kuBhandi: Kana chero chinhu chakaipa chingaitika kune munhu achibvumirana nechiratidzo chacho, icho chaicho chinogona kutambura nekukurumidza zvikuru. Iwe unongotarisa matambudziko ayo Tiger Woods akasika nokuda kwechiratidzo chaaibvumirana. Mune zviitiko izvi, kupararira kweP PR uye yezvematongerwo enyika kunoda kumira kubuda ropa pakarepo. Asi mune dzimwe nguva, kukanganisa kwakanyanya zvikuru uye chiratidzo chinofanira kuderedza kuvimbiswa.
- Ngozi kune Mutsigiri: Saizvozvowo, chinangwa chinofanira kupiswa mumoto nekuda kwechimwe chinhu chakashata, munhu akakurumbira anozvibvumirana anogona kukanganisa kunze kwekunge achifamba nokukurumidza kuti abvise pahukama. Kana ikawanikwa kambani iri kushandisa zvitukuro, kufambisa zvenhema, kana kuti yakanyanyisa kutyora mutemo, iyo inogona kuparadza nyore nyore mukurumbira wevatsigiri.
Ndekuiswa Kwekugadzirwa Kwekugadziriswa kwekugadziriswa?
Iyo jeri iri kunze kweyoyo. Vamwe vanosimbisa kuti kuvimbiswa kwechokwadi kwakanyanya, uye kunosanganisira chirevo chinotsigira chigadzirwa kana basa.
Zvechokwadi, zvinhu hazviwanzoshanda zvakadaro. Kana munhu akakurumbira ari kungoonekwa kunze uye pamusoro pokupfeka rumwe rudzi rwekurindira, kana kutyaira motokari yakadaro, uye inotorwa nemifananidzo, zvino zvakare iyo inotsigirwa, ingave yakabhadharwa kana kwete.
Zvadaro kune chigadziro chekuiswa. Hazvina kufanana zvachose, asi zvinogona kutaurwa kuti marati ari kubvumira firimu, uye zvakasiyana-siyana kana izvi zviviri zvakabatanidzwa kune chigadzirwa chekuiswa kwechikwata. Yaiva Ford inotsigira James Bond apo yakaonekwa muCasino Royale? Waiva Bond franchise inotsigira Ford here? Muzviitiko zvose izvi, iwe unogona kutaura kuti kuenzana kwezvinhu zviviri zvakashandiswa pakuumba chirevo. Zvisinei, haisi iyo inofanirwa kugamuchirwa mumutauro wakaoma wezwi.