Unyanzvi Hwekunyengetedza

CHINANGWA chekushambadza kwezvokutengeserana ndechei? Mabhizimisi anotaura kuti kushambadza kwavo kunobatsira vanhu nemhaka yekuti kunotipa mashoko pamusoro pezvigadzirwa zvavo. International Advertising Association inotaura kuti: “Kuti Mutengi anyatsoziva anoda kushambadzirwa. Kusarudza uchiziva kunoda kuti uve nemashoko. Kushambadza—zvakunonyatsoreva—ndiwo mutoo unokosha wekufambisa nawo mashoko pakati peMugadziri neMutengi.”

Chokwadika, tose zvedu tinoziva kuti kushambadza hakusi kungoudza vanhu chete—basa rako nderekutengesa. Hakutauri zvinhu sezvazviri kana kusarerekera kudivi rimwe chete. Kushambadza kunobudirira nemutoo weunyanzvi kunobatanidza ndangariro yemutengi kwomuita kuti atenge chigadzirwa chiri kushambadzwa.

Uyewo, kushambadza kunotengesa zvinopfuura zvigadzirwa; kunotengesa zvinhu zvese zvine zita iroro. Kana uri mugadziri wesipo mukuru, haungapedzi mamiriyoni emadhora ekushambadza uchikurudzira vanhu kutenga chero sipo. Unoda kuti vatenge sipo yako. Unoda kushambadza kuchagutsa vanhu neimwe nzira kuti rudzi rwesipo yako rwakanaka kupfuura imwe ipi neipi.

Vateereri Vanonyanyodiwa

Kuti kubudirire, kushambadza kunowanzonanga nokungwarira boka rakati kuti revateereri, vangava vana, vadzimai vepamba, vanhu vemabhizimisi, kana kuti rimwewo boka. Mashoko acho anonyatsorukwa kuti afadze zvinokosha zvikurusa zvinoitirwa hanya zvevateereri ivavo. Ipapo kushambadza kwacho kunobudiswa pachinobudisa nhau chinosvika kwavari nenzira inobudirira zvikurusa.

Kushambadza kusati kwagadzirwa, kunzvera kwakawanda kunoitwa kuti kuwanike mashoko ane chekuita neboka revanhu vangangotenga nekushandisa chigadzirwa chiri kushambadzwa. Vashambadzi vanoda kuziva kuti vanhu ivava ndivanaani, mafungire nemaitire avo, zvavanoshuva nekurota. Imwe nyanzvi yekushambadza yakanyora kuti: “Tinoriita basa redu rokuziva kuti ndivanaani chaizvoizvo vatiri kunyorera. Ndivanaani, vanogara kupi, vanotengei. Uye nei. Kuziva zvose izvi kunotishongedzera kunyora mashoko okutengesa anonyengetedza. Vanhu vatinenge tichida vachateerera pavachanyengetedzwa; havateereri mashoko ekuzvirumbidza kwerudado, kuda kwedu kuti zvitinakire, kana kuti miseve yemashoko asina waakananga anongoposherwa kwese kwese mumhepo.”

Zvinoumba Kunyengetedza

Pakugadzira kushambadza, kungwarira mashoko kunokosha zvikurusa. Kunyanyotunhidza, kana kuti kurumbidza chinhu kwakapfuuridza mwero, kunowanzoitwa. Bota rechisvusvuro rinonzi “maoresa,” uye kambani yemakadhi ekwaziso inotaura kuti vanhu vanotenga makadhi ayo pavanenge “vachida kutumira zvakanakisisa.” Kunyange zvazvo zvisingawanzova nyore kusiyanisa kunyanyotunhidza nekunyengera kwemaune, vashambadzi vanofanira kungwarira kutaura zvinhu zvinogona kurambwa nemaidi echokwadi. Dzimwe hurumende dzine mitemo inorambidza kusatendeseka kwakadaro, uye mamwe mabhizimisi anokurumidza kusungisa kana basa rawo rikaiswa pangozi nekushambadza kunonyengera kwevakwikwidzi.

Kana chimwe chigadzirwa chakangoda kufanana nezvimwe, zvinogona kutaurwa nemushambadzi zvakaganhurirwa, naizvozvo shoko racho kakawanda harina zvizhinji kana kuti harina zvarinoreva. Vamwe vakawanda vanoita kuti chigadzirwa chavo chizivikanwe nemashoko anokwezva anodzokororwa adzokororwazve. Mimwe mienzaniso ndeiyi: “Ingotenga chete” (rudzi rweshangu dzekumhanyisa), “Chisvusvuro cheshasha” (bota rechisvusvuro), “Imari yako, iti unoda zviri nani” (rudzi rwemotokari), uye “Uchabatwa samambo” (kambani yeinishuwarenzi).

Mashoko anoonekwa, mungava mumagazini kana kuti paterevhizheni, anokurudzira zvakasimba kupfuura zvinotaurwa zvacho pamusoro pechigadzirwa. Maratidzirwe anoitwa chigadzirwa angapa pfungwa yakadai sekuti, ‘Kana ukatenga wachi iyi, vanhu vachakuremekedza’ kana kuti ‘Rudzi urwu rwejini rwuchakuita kuti uwedzere kukwezva varume kana vakadzi’ kana kuti ‘Motokari iyi ichaita kuti vavakidzani vako varwerwe mate.’ Mune imwe nhimbe inozivikanwa neinobudirira zvikurusa, kambani yefodya inobatanidza vafudzi vakasimba nezvainogadzira. Vafudzi vacho vanoratidzwa sevanhu vakasimba, mhitsa, vanhu vanotonga. Mashoko asingataurwi ndeokuti: Svuta fodya yedu, uye uchafanana nevarume ava vanoyemurwa vasingaitiki.

Pamusoro pamashoko ekuchenjera nemifananidzo inooneka, nziyo dzinokosha pamashoko okutengesa omuredhiyo neterevhizheni. Dzinobatanidza mirangariro, nekunatsiridza kunzwika kwekushambadza, dzinobatsira kuti kurambe kuchiyeukwa, uye dzinovandudza maonerwe echigadzirwa nevatengi.

Magazini yeWorld Watch inoti: “Kushambadza kwakanyatsofungwa ibasa reunyanzvi—kuchibatanidza mifananidzo yakaisvonaka, kukurumidza kunonyevenutsa, uye mutauro unonyengetedza unobata nezvinhu zvatinotya nezvatinofungidzira. Mashoko okutengeserana epaterevhizheni anobudiswa manheru anowanzoonwa munyika dzakabudirira anotutira zvakawanda muminiti imwe kupfuura chipi nechipi chati chamboitwa.”

Zvinofadza Pfungwa Nemwoyo

Kushambadza kunonyatsorukwa kuti kufadze zvishuvo zverudzi rwakati nezvinokosheswa nevateereri vanonyanyodiwa. Zvichida kushambadza kungafadza munhu anofarira kunakidzwa, ane chishuvo chakasimba chekuchengeteka, kana kuti anoshuva zvikuru kugamuchirwa nevamwe. Zvimwe kushambadza kungananga pachishuvo chekuda kuorora vamwe, kuva akachena, kana kuti kuva akasiyana nevamwe. Mamwe mashoko okushambadza anotsigira zvigadzirwa zvawo kupfurikidza nokutityisidzira. Somuenzaniso, imwe kambani inogadzira mushonga womumukanwa yakanyevera nezvenjodzi dzemukanwa munonhuwa ichiti: “Kana neshamwari yako chaiyo yapedyosa haimbokuudza” uye, “Anowanzova muperekedzi, haambofa akava mwenga.”

Dzimwe nguva zviri nyore kutarisa kushambadza ndokunzvera zvakunokurudzira. Kumwe kushambadza kunonangidzirwa kutanga pakuziva, kurangarira, kufunga zvine musoro kwendangariro dzedu. Kunopa mashoko akajeka pamusoro pechigadzirwa. Muenzaniso chiratidzo chinozivisa kuti hove zvino yava kutengeswa nehafu yemutengo. Imwe nzira ndeyokutaura kwekunyengetedza. Rudzi urwu rwekushambadza rungataura kuti hove iri kutengeswa nehafu yemutengo haizongochengetedzi mari bedzi asi ichakunakira nokukuvaka muviri nemhuri yako.

Kumwe kushambadza kwakagadzirirwa kufadza mwoyo yedu. Kutengeswa kwezvinhu zvinodzora mirangariro, somuenzaniso, zvinokwezva kupfurikidza nekuisa mufananidzo unofadza pachigadzirwa chacho. Vanogadzira zvizorwa, fodya, nezvinodhaka vanovimba zvikurusa nemutoo uyu. Vamwe vezvekutengeserana vanoshandisa kudzokorora. Mutoo uyu wakakasharara wekutengesa nawo wakavakirwa patariro yekuti kana vanhu vakanzwa shoko kakawanda zvakakwana, vacharidavira vobva vatenga chigadzirwa chacho, kunyange kana vachivenga kushambadza kwacho pachako! Ndosaka tichiwanzoona kushambadza kuchikurudzira kwakurudzirazve chigadzirwa chimwe chetecho. Makambani emishonga isinganyorwi navanachiremba anowanzoshandisa mutoo uyu.

Kushambadza kwekurayira nenzira yakafanana kunofadza mwoyo yedu. Kushambadza uku kunotiudza zvakananga kuti tiite chimwe chinhu: “Inwa izvi!” “Itotenga izvozvi!” Kushambadza kwekurayira kunofungidzirwa kuti kunoshanda zvakanakisisa nokuda kwezvigadzirwa zvinotozivikanwa nekufarirwa kare nevateereri. Kumwe kushambadza kwakawanda ndekwerumwe rudzi. Uku kushambadza kwekutevedzera, kana kuti kwekuratidza kunaka kwechinhu. Kushambadza uku kunoratidza vanhu vakakurumbira kana kuti vanofadza vachishandisa kana kuti vachikurudzira chigadzirwa icho mushambadzi ari kuda kuti titenge. Kukwezva uku kwakavakirwa papfungwa yekuti tinoda kuva vakafanana nevanhu vatinoyemura. Vafudzi vakasimba vari kusvuta fodya muenzaniso werudzi urwu rwekushambadza.

Simba Rokubata Meso

Wakambocherechedza here kuti unogona kujaira kwazvo munhuwi unogara uripo kana kuti ruzha zvekuti haumbozvinzwi? Zvimwe chetezvo zvinoitika nokushambadza.

Maererano nemagazini yeBusiness Week, munhuwo zvake anogara muAmerica chaiye anoona mashoko ezvokutengeserana anenge 3 000 zuva rimwe nerimwe. Vanhu vanoita sei? Vanofuratira, zvimwe munzira chaiyoiyo kana kuti mundangariro. Kutaura chokwadi, vanhu vazhinjisa havanyanyotarisa kana kuteerera mashoko okushambadza.

Kuti kushambadza kukurire kusava nebasa nazvo kwevaoni, kunofanira kuita kuti tide kutarisa kana kuona. Kutengeserana kwepaterevhizheni kunoratidza zvinhu zvinoshamisa kuona. Kunoedza kuvaraidza, kunakidza, kusekesa, kushamisa, kana kuti kunzwisa tsitsi. Kunoratidza vanhu vakakurumbira uye vanhu vanosekesa vanodiwa zvikurusa. Kwakawanda kunoshandisa manzwire kuti tide kuona, zvichida kupfurikidza nekuratidza katsi, zvimbwanana, kana kuti vacheche.

Kana mushambadzi angobata meso edu chete, anofanira kuramba akaabata kwenguva yakakwana kuti tizive chigadzirwa chiri kutengeswa. Kushambadza kunobudirira hakungovaraidzi chete; kunoedza kutinyengetedza kuti titenge.

Muchidimbu, uku ndiko kushanda kunoita mashoko okushambadza. Zvino tichatarisa simba rawo.

[Mashoko okukwezva vaverengi ari papeji 24]

Munhu anogara muAmerica chaiye anoona mashoko okutengeserana anenge 3 000 zuva rimwe nerimwe

[Bhokisi riri papeji 23]

Vanodzima, Vanopfuudza Nokukurumidza, uye Vanonhonga Nhonga

Remote control yeterevhizheni chombo chekurwisa nacho kushambadza. Vakawanda vanodzima, kana kunyaradza, kushambadza kupfurikidza nekubaya bhatani rinodzima. Vamwe vanorekodha mapurogiramu pamatepi evhidhiyo uye pavanoaonazve vanopfuudza kushambadza kupfurikidza nekudzvanya bhatani rinomhanyisa tepi. Vamwe ndivo vanonhonga nhonga, zvichireva kuti vanobva panhepfenyuro imwe vachienda pane imwe kuti vadzivise kushambadza. Nyanzvi dzekunhonga nhonga kwacho dzinonyatsoziva kuti kumira kunoitirwa kutengesa kunotora nguva yakareba zvakadini, uye vanodzoka kupurogiramu yavari kuona kana kushambadza kwapera.

Vashambadzi vanoedza kudzivisa kunyaradzwa kwemashoko avo okushambadza kupfurikidza nekugadzira kushambadza kune simba rekuti vanhu vade kuramba vachiona—kunokwezva muoni kamwe kamwe ndokumuita kuti arambe akatarisa. Ngozi yekugadzira kushambadza kunoshamisira ndeyekuti vanhu vangayeuka kushambadza kwacho kwete chigadzirwa chiri kushambadzwa.

[Bhokisi riri papeji 24]

Kushambadzira Pasi Pasi

Pakupera kwema1950, James Vicary akataura kuti akanga aita kunzvera munoitirwa mitambo muNew Jersey, U.S.A., umo mashoko okuti “Inwa Coca-Cola” uye “Idya Maputi” aingonzi zvishomanene wa-a pamadziro paibudira bhaisikopo. Mashoko acho aioneka kwechidimbu chesekondi bedzi, nguva pfupi zvikuru zvekusagona kusiya chinhu mundangariro dzemunhu ari kuziva. Asi, maererano naVicary, zvakaguma nekuwedzera kwekutengwa kweCoca-Cola nemaputi. Kutaura uku kwakaguma nekudavira kwakapararira kwekuti vashambadzi vaigona kusunda vanhu kutenga zvinhu kupfurikidza nekubudisa mashoko “asingaoneki.” Kunonzi pashure pokusaina zvibvumirano zvemadhora ane mamiriyoni 4,5 nevashambadzi veAmerica vakurusa, VaVicary vakatsakatika zvekusazoonekwazve. Vashambadzi vacho vakanga vaitwa chikuruku.

Kunzvera kwakatevera kwakafumura kutaura kwaVicary. Mumwe mutungamiriri wekushambadza wenguva refu akataura kuti: “Kushambadzira pasi pasi hakushandi. Dai kwaishanda, tingadai takakushandisa.”

[Mufananidzo uri papeji 25]

Zvinhu zvekutengeserana zvakagadzirwa kuti tide kuzviona