Ikhono Lokushukumisa
IYINI inhloso yokukhangisa kwezentengiselwano? Osomabhizinisi bathi ukukhangisa kwabo kusiza umphakathi ngoba kuwunikeza ulwazi ngemikhiqizo yabo. I-International Advertising Association ithi: “Ukuze abe nolwazi olufanele uMthengi udinga izikhangiso. Ukukhetha okucatshangelwe kusekelwe ekutholeni ulwazi. Ukukhangisa—ngomqondo obanzi—kuwumzila obalulekile wokuxhumanisa uMkhiqizi noMthengi.”
Yiqiniso, sonke siyazi ukuthi ukukhangisa okunjalo kufeza okungaphezu nje kokunikeza abantu ulwazi—injongo yako iwukuthengisa. Akuwavezi ngokuphelele amaqiniso noma kungathathi hlangothi. Izikhangiso eziphumelelayo zinobuciko bokubamba ingqondo yomthengi futhi zimshukumisele ukuba athenge umkhiqizo okhangiswayo.
Ngaphezu kwalokho, ukukhangisa kuthengisa okungaphezu kwemikhiqizo; kuthengisa amagama emikhiqizo. Uma ungumenzi wensipho omkhulu, ngeke uchithe izigidi zamaRandi ukhangisa ukhuthaza abantu ukuba bathenge noma iyiphi insipho. Ufuna bathenge insipho yakho. Ufuna izikhangiso ezizokholisa umphakathi ukuthi insipho oyikhiqizayo ingcono kunanoma iyiphi enye.
Abantu Eziqondiswe Kubo
Ukuze siphumelele, ngokuvamile isikhangiso siqondiswa kubantu abathile ngokucophelela, kungase kube izingane, omama basekhaya, osomabhizinisi, noma elinye iqembu. Isikhangiso sibekwa ngendlela yokuba sishukumise izifiso ezinamandla zalelo qembu. Khona-ke, isikhangiso sibe sesivezwa emithonjeni yezindaba ezophumelela ukufinyelela kulelo qembu.
Ngaphambi kokuba kwenziwe isikhangiso, kwenziwa ucwaningo olukhulu ukuze kutholwe ukuthi yiliphi iqembu labantu elingase lithenge futhi lisebenzise umkhiqizo okhangiswayo. Abakhangisi kudingeka bazi ukuthi labo bantu bangobani, indlela abacabanga futhi baziphathe ngayo, nokuthi ziyini izifiso zabo. Umkhangisi othile onguchwepheshe wabhala: “Kuwumsebenzi wethu ukwazi kahle-hle ukuthi sibhalela obani. Ukuthi bangobani, bahlalaphi, bathengani. Nokuthi kungani bekuthenga. Ukwazi konke lokhu kusinikeza izikhali zokubhala imiyalezo yezikhangiso eshukumisayo. Abantu esibahlosile bazosabela lapho beshukunyiswa; ngeke basabele lapho sibabukela phansi, sizidla, noma sikhuluma amazwi aqondiswe emoyeni.”
Izici Ezishukumisayo
Lapho kwenziwa isikhangiso, amazwi afanele abalulekile. Ukuncoma okuyihaba kuyinto evamile. Kuthiwa ukudla okusanhlamvu kwasekuseni “kudl’ubhedu,” kanti inkampani eyenza amakhadi emikhonzo ithi abantu bathenga amakhadi ayo uma “befuna ukuthumela okungcono kakhulu.” Nakuba kungelula ngaso sonke isikhathi ukuhlukanisa phakathi kokuncoma okuyihaba nokukhohlisa ngamabomu, abakhangisi kudingeka baqaphele bangasho izinto ezingatholakala zingamanga uma kubhekiselwa emaqinisweni athile. Abanye ohulumeni banemithetho evimbela ukukhohlisa okunjalo, futhi osomabhizinisi bayashesha ukumangalelana enkantolo uma izikhangiso ezikhohlisayo zezimbangi zabo zibadlisela ogageni.
Lapho kunomkhiqizo ocishe ufane neminye, kuncane umkhangisi angase akusho, ngakho ngokuvamile isikhangiso asisho lutho. Abaningi bagqamisa imikhiqizo yabo ngeziqubulo ezihehayo. Nazi ezinye izibonelo: “Zitholele” (izicathulo zokugijima), “Ukudla kwasekuseni kwezingqwele” (ukudla okusanhlamvu), “Nguwena okhokhayo, funa okungcono” (uhlobo oluthile lwemoto), nesithi “Usezandleni ezikahle” (inkampani yomshuwalense).
Izikhangiso zezithombe, kungakhathaliseki ukuthi zikumagazini noma zikuyithelevishini, zinokusikisela okunamandla ngaphezu kwalokho okushiwoyo ngempela ngomkhiqizo. Indlela umkhiqizo okhangiswa ngayo ingase inikeze umbono onjengokuthi, ‘Uma uthenga leli washi, abantu bazokuhlonipha’ noma ‘Labo bhogadi bazokwenza ukhange kakhulu kwabobulili obuhlukile’ noma ‘Le moto iyovusa umhawu komakhelwane bakho.’ Komunye wemikhankaso yokukhangisa edumile nephumelela kakhulu, inkampani kagwayi ihlobanisa ama-cowboy nomkhiqizo wayo. Avezwa njengabantu abanamandla, abaqatha, abangatatazeli. Umyalezo oshiwo buthule uwukuthi: Bhema ugwayi wethu, futhi uyofana nala madoda odumo anesibindi.
Ngaphandle kwamazwi obuciko nezithombe, umculo ubalulekile ezikhangisweni zasemsakazweni nakuyithelevishini. Uthinta imizwelo, uthuthukisa isikhangiso, wenza ukuba sikhumbuleke, futhi wenza umthengi abe nesimo sengqondo esiwamukelayo lowo mkhiqizo.
Umagazini i-World Watch uyaphawula: “Izikhangiso ezenziwe ngobuciko ziwumkhiqizo ophambili ngempela—zihlanganisa izithombe ezikhangayo, umbono omusha nolimi olushukumisayo oluthinta izifiso nemizwelo yethu ejulile. Izikhangiso zethelevishini ezenziwa kusihlwa emazweni ezezimboni zisho okuningi ngomzuzu owodwa kunanoma yini eyake yakhiqizwa ngaphambili.”
Zikhanga Ingqondo Nemizwelo
Izikhangiso zenziwa ngobuciko ukuze zivuse izifiso ezithile futhi zanelise izindinganiso zabantu ezihloselwe bona. Mhlawumbe isikhangiso singashukumisa isifiso sokuzijabulisa, ukufisela ukulondeka, noma ukulangazelela ukwamukeleka kwabanye. Mhlawumbe isikhangiso singashukumisa isifiso sokuhlaba abanye umxhwele, sokuhlanzeka, noma sokuvelela njengomuntu ohlukile. Ezinye izikhangiso zikhulumela imikhiqizo yazo ngokusethusa. Ngokwesibonelo, inkampani ethile yemithi yokuxubha yaxwayisa ngezingozi zomlomo onukayo: “Ngisho nomngane wakho omkhulu ngeke akutshele” nokuthi, “Uyohlala uyimpelesi, awusoze washada.”
Ngezinye izikhathi kulula ukubheka isikhangiso futhi ubone ukuthi kungani sikhanga. Ezinye izikhangiso ziqondiswe ngokuyinhloko engxenyeni yezingqondo zethu eqaphile nehluzekile. Zisinikeza ulwazi oluqondile ngomkhiqizo othile. Isibonelo salokhu siwuphawu olukutshela ukuthi inhlanzi iyatitilizwa. Elinye icebo liwukuveza isizathu esishukumisayo. Lesi sikhangiso singase sithi le nhlanzi etitilizwayo ngeke ikongele imali nje kuphela kodwa iyanambitheka futhi izokunikeza umsoco wena nomkhaya wakho.
Ezinye izikhangiso zenzelwe ukukhanga imizwelo yethu. Ngokwesibonelo, izikhangiso ezithinta umzwelo zikhanga ngokwenza ukuba umkhiqizo uhambisane nezithombe ezinhle. Abenzi bezimonyo, ugwayi notshwala bathembele kakhulu kule ndlela. Ezinye izikhangiso zisebenzisa ukuphindaphinda. Le ndlela yokuthengisa isekelwe ethembeni lokuthi uma abantu bezwa isikhangiso izikhathi eziningi, bayosikholelwa futhi bathenge umkhiqizo, ngisho noma besizonda isikhangiso ngokwaso! Yingakho sivame ukubona izikhangiso ezitusa umkhiqizo ofanayo ngokuphindaphindiwe. Izinkampani ezenza imithi engayidingi incwadi kadokotela zivame ukusebenzisa le ndlela.
Izikhangiso eziyalayo nazo zikhanga imizwelo yethu. Lezi zikhangiso zisitshela ngokuqondile ukuba senze okuthile: “Phuza lokhu!” “Thenga manje!” Kucatshangwa ukuthi izikhangiso eziyalayo zisebenza kangcono ekuthengiseni imikhiqizo abantu asebeyazi kakade nabayithandayo. Kanti ezinye izikhangiso eziningi zingena kolunye uhla. Lezi yizikhangiso ezilingiswayo. Lezi zikhangiso ziveza abantu abadumile noma abakhangayo besebenzisa noma betusa umkhiqizo umkhangisi afuna ukuba siwuthenge. Le ndlela isekelwe embonweni wokuthi sifuna ukufana nabantu esibathandayo. Isikhangiso se-cowboy ebhema ugwayi siyisibonelo salolu hlobo lwezikhangiso.
Amandla Okuheha
Ingabe uqaphele ukuthi iphunga noma umsindo ongapheli ungawujwayela uze ungabe usawunaka? Kunjalo nangezikhangiso.
Ngokukamagazini i-Business Week, ngokuvamile umMelika ubona izikhangiso ezingaba ngu-3000 usuku ngalunye. Basabela kanjani kulokhu? Bavele bangazishayi mkhuba, ngokoqobo noma engqondweni. Ngaphandle kwalokho, abantu abazilalelisisi izikhangiso.
Ukuze zinqobe ukunganaki kwezibukeli, izikhangiso kumelwe zisihehe. Izikhangiso zethelevishini zinezithombe ezinhle. Zilwela ukuba zijabulise, zivelele, zihlekise, zidide ingqondo, noma zithinte imizwelo. Ziveza osaziwayo nopopayi abathandwayo. Eziningi zishukumisa imizwelo ukuze zisihehe, mhlawumbe ngokuveza amakati, imidlwane, noma izinsana.
Lapho umkhangisi esesihehile, kumelwe asigcine sinesithakazelo isikhathi eside ngokwanele kuze kube yilapho sesibone umkhiqizo wakhe. Izikhangiso eziphumelelayo azijabulisi nje kuphela; zizama ukusishukumisela ukuba sithenge.
Ngamafuphi, zisebenza kanjalo-ke izikhangiso. Manje sizohlola amandla ezinawo.
[Amazwi acashunwe esihlokweni ekhasini 6]
Ngokuvamile umMelika ubona izikhangiso ezingaba ngu-3000 usuku ngalunye
[Ibhokisi ekhasini 5]
Abazithulisayo, Abazidlulisayo Nabazishintshayo
Umshini wokushintsha iziteshi zethelevishini uyisikhali sokulwa nezikhangiso. Abaningi bathulisa isikhangiso ngokucindezela inkinobho evala umsindo. Abanye baqopha izinhlelo emakhasethini e-video bese kuthi lapho bewadlala badlulise izikhangiso ngokucindezela inkinobho edlulisa imifanekiso. Kanti-ke, abanye bayazishintsha, okusho ukuthi bashintshashintsha iziteshi ukuze bagweme izikhangiso. Abantu abanobuciko bokushintsha iziteshi bayazi ukuthi isikhangiso sithatha isikhathi eside kangakanani, bese bebuyela ohlelweni abalubukele uma izikhangiso seziphelile.
Abakhangisi bazama ukwenza abantu bangazicishi izikhangiso zabo ngokwenza izikhangiso ezinamandla okuheha—ezibamba isibukeli ngokushesha singahambi. Inkinga ngokwenza izikhangiso ezikhanga ngokweqile iwukuthi abantu bangase basikhumbule isikhangiso kodwa bangawukhumbuli umkhiqizo okhangiswayo.
[Ibhokisi ekhasini 6]
Izikhangiso Ezingabonakali
Ngasekupheleni kwawo-1950, uJames Vicary wathi wayenze ukuhlola endaweni yamabhayisikobho eNew Jersey, e-U.S.A., lapho kwakuvela khona amagama athi “Phuza i-Coca-Cola” nathi “Yidla U-popcorn” esihenqweni phakathi nesithombe sebhayisikobho. Lezi zikhangiso zazivela umzuzwana nje, okuyisikhathi esifushane kakhulu ukuba zingahlala engqondweni yomuntu. Kodwa, ngokukaVicary, kwaphumela ekutheni i-Coca-Cola no-popcorn kuthengwe kakhulu. Lokhu kwaholela embonweni owanda wokuthi abakhangisi bangashukumisa abantu ukuba bathenge izinto ngokuveza izikhangiso “ezingabonakali.” Kubikwa ukuthi ngemva kokusayina izivumelwano zama-dollar ayizigidi ezingu-4,5 (amaRandi ayizigidi ezingu-22,4) nabakhangisi abavelele eMelika, uMnu. Vicary washaya wachitha. Laba bakhangisi babeyizisulu zokukhohliswa.
Ukuhlola okwalandela kwabonisa ukuthi okwakushiwo uVicary kwakungamanga. Isikhulu sezokukhangisa esingumakad’ebona sathi: “Izikhangiso ezingabonakali aziphumeleli. Ukube beziphumelela, ngabe siyazisebenzisa.”
[Isithombe ekhasini 7]
Izikhangiso ziklanyelwe ukuba zisihehe