Nazarin kujera #103. Me yasa a Rasha ba sa son alamun tallan taurari

An haifi ra'ayin wannan batu ne bayan Neffos (tambarin TP-Link don wayoyin hannu) ya gabatar da wasu sabbin samfuran su a otal ɗin gaye na Four Seasons Hotel a Moscow. Bugu da ƙari, zaɓin wuri, abin mamaki ne cewa TP-Link ya yi la'akari da cewa ya zama dole kuma ya dace don zaɓar fuskar alamar mawaƙin Rasha Bilan. Wannan shi ne abin da na kira ‘yan kasuwa, idan kamfani ya kashe mafi yawan kasafin kudin sa na kasuwanci na tsawon shekara guda a rana daya sannan kuma ya sami matsala mai tsanani ta hanyar sadarwa a kasuwa. Bari mu gano tare da abin da ke da kyau game da samun “tauraro” a matsayin jakadiyar alama ko kuma nuna cewa tana amfani da samfuran wata alama, da kuma an fito da shi a cikin tallan.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata alamu

A kowace kasa akwai wasu sifofi na hasashe tauraro, inda sukan durkusar da ’yan wasa, amma suna mu’amala da ’yan wasa a sanyaye, inda suke daukaka su duka biyun. Tunanin yin amfani da shahararrun mutane don tallata samfuran ku ba sabon abu bane, an yi amfani da shi sama da shekaru ɗari a cikin bambancin daban-daban. Amma kawai a cikin marigayi 90s, tare da ci gaban tallace-tallace da kuma ƙarfafa ra'ayi na samfurori, jakadun alama sun bayyana, wato, mutanen da suke amfani da tasirin su don jawo hankali ga wani nau'i na musamman. Sau da yawa, muna nufin cewa sanannen mutum ya zama jakadan alama, misali, ɗan wasan fim, ɗan wasa, mai zanen kaya ko mawaƙa. Mafi sau da yawa, wannan shi ne ainihin abin da yake, amma babu wanda ya hana yin amfani da mutanen da ba su yi suna ba a matsayin jakadan alama, ba su da farin jini sosai.

A Rasha, ƙayyadaddun kasuwar alamar ta ta'allaka ne ta fuskoki biyu. Na farko, mai siye na Rasha yana son alamu, yana mai da hankali kan su kuma, lokacin da zabar samfurori guda biyu, ya fi son alamar da aka ji, yana shirye ya biya bashin don alamar da, a ka'idar, tabbatar da mafi kyawun inganci. Wannan yana bayyana nasarar Apple, Samsung, da kuma manyan tallace-tallace na kayan alatu, irin su Vertu. A cikin ƙungiyoyin jama'a daban-daban, adadin waɗanda ke saye na hankali da waɗanda ke da alamar alama na iya bambanta sosai, wasu ba su da kiba, kuma suna zaɓar samfuran bisa ga kasafin kuɗin su. Amma a nan ba muna magana ne game da halin hankali na mai siye ba, amma game da wanda aka tilasta. Tare da bayyanar isassun kuɗi, waɗannan mutanen nan da nan suka fara kewaya samfuran, zaɓi samfuran “mai kyau”.

Bangare na biyu shi ne sabani wanda, a kallo na farko, ba a iya warwarewa. Nazarin abubuwan da aka zaɓa na masu siye na Rasha sun nuna cewa suna da mummunan hali ga mafi yawan tsarin talla da talla kamar haka. Mutane sun ce talla ba ta yin tasiri ga zaɓin su, haka kuma, suna jayayya cewa samfuran da aka tallata sukan sami sifofi mara kyau a gare su (ba za su tallata samfur mai kyau ba!). A aikace, duk abin da yake daidai da akasin haka, a cikin kayan lantarki yakin tarayya a kan talabijin yana ƙaruwa da tallace-tallace ta hanyar 30-35% a matsakaici, babban yakin akan Intanet yana ba da kwatankwacin, idan ba sakamako mafi kyau ba. Ina kiran wannan da McDonalds paradox, a cikin kalmomi ba wanda ya taɓa zuwa gare ta, amma a lokaci guda waɗannan kantunan abinci masu sauri suna cika da mutane akai-akai.Daidai wannan abu tare da talla, babu wanda ke kallon shi, sauraron shi, ba ya gane shi - amma yana aiki. Ga alama a gare ni cewa waɗannan ƙwaƙƙwarar hankalin masu amfani ne waɗanda ke da matukar tsoron cewa wani zai ɗauki su dogara, ƙarƙashin rinjayar waje. Wani lokaci yakan kai ga bayyana mahimmanci lokacin da mutane suka ga tallace-tallace a cikin komai - a cikin alamar da aka zana a kan shinge, a cikin hoton da aka buga a cikin mujallu, ko kuma jaket da aka jefa a kan rataye da ke haskakawa a cikin tashar labarai. Mutanen da ke zargin talla a cikin komai, abin banƙyama, sun fi fuskantar tasirin sa, kodayake a cikin kalmomi sun musanta wannan keɓantacce nasu. Anan akwai irin wannan paradox. Abin mamaki ne cewa irin waɗannan ƙasashe kamar China, Koriya ta Kudu, tsoffin jumhuriyar Tarayyar Soviet sun yi daidai da Rasha a wannan fanni na halayen masu amfani, amma idan aka ci gaba da tafiya zuwa Yamma, ƙarancin wannan tasirin zai bayyana kansa. Daga abin da za mu iya yanke shawarar cewa wannan siffa ta kasance zuwa wani yanki na Asiya, wanda ke cikin wannan wayewar, kuma Rasha, kamar yadda ta saba, tana tsaye a kan mararraba, tana sha da yawa daga Asiya, ciki har da wannan. Har yanzu, ana iya samun misalan wannan hali a ko'ina cikin duniya, ya bambanta da yawan masu amfani da shi. Sin da Rasha misalai ne na zahiri na jari-hujja da aka gina bisa soyayyar kayayyaki, amma wannan labari ne na daban wanda ke bukatar a tattauna dalla-dalla dalla-dalla.

Gina alama aiki ne mai yawa, wanda ya haɗa da ba kawai ƙirƙirar samfuri mai ban sha'awa da inganci, sabis ko sabis ba, har ma da haɓakarsa, ta hanyar hanyoyin talla na gargajiya da kuma taimakon wakilai masu tasiri, wanda hada da jakadun alama. Alal misali, a cikin 1990s, an bayyana cibiyoyin tsarin iyali a Rasha waɗanda ke koyar da yara makaranta game da hana haihuwa, magana game da rayuwar jima'i, kuma wasu makarantu ma sun gabatar da ƙarin darussan zaɓi na wannan. Tallafin irin wadannan cibiyoyin bai fito daga kasafin kudin jihar ba, manyan kamfanonin harhada magunguna ne ke tallafa musu. Amfaninsu a bayyane yake, suna da sha'awar haɓaka matakin ilimin samari, ta yadda ba a sami ciki mai haɗari ba. Babu tallan maganin hana haihuwa kai tsaye ko makamancin haka, babu tayin kaya ga yaran makaranta, kawai shawarwari. A asibitocin haihuwa, an bude cibiyoyin kayyade iyali, inda aka riga aka bayyana fa'ida da rashin amfani da magungunan hana daukar ciki a wajen liyafar, kuma likitan ya zabi mafi kyawun zabin, a ka'ida, wadannan kwayoyi ne daga kamfanin da ya dauki nauyin wannan labari ta hanyar daya. ko kuma wani.

Sai na yi mamakin irin karimcin da kamfanonin harhada magunguna ke yi, me ya sa suke yin abin da ya dace kuma gaba daya, menene sha'awar su ta kudi. A daya daga cikin tattaunawar, likitan irin wannan shawarwarin ya ba da hujjojin da ba su bayyana a gare ni ba, amma sun ba da haske game da batun tattalin arziki:

  • Tallan kai tsaye na maganin hana haihuwa ba koyaushe yake tasiri ba kuma doka ta ba da izini, akwai hani da yawa;
  • Magungunan hana daukar ciki a nau’in allunan suna bukatar sanin ilimin hanyoyin hana haihuwa daga bangaren mace da kuma zabin da ya dace, wannan ilimin dole ne a sanya shi a makaranta;
  • Duk wani ciki da wuri, kamar haihuwa kafin ya kai shekara 20, abokin ciniki ne da ba a so ga kamfanin harhada magunguna, kuma yana yiwuwa ya faru na dogon lokaci kamar yadda ake zabar sauran hanyoyin hana haihuwa.

Na tuna da wannan shirin ta yadda ake amfani da yara matasa a matsayin jakadun alama, mutane masu shekaru 20-22, suna koyar da tushen jima'i a makarantu. Yaran suna da malami namiji, ’yan mata kuma suna da malama mace, darussa sun bambanta. Zaɓin ɗalibai ya kasance saboda gaskiyar cewa sun zama shugabanni na yau da kullun ga ƴan makaranta, har zuwa wani lokaci sun zama abin koyi, kuma suna da gogewa na rayuwar “babba”. Waɗannan mutane sun kasance kusa da yuwuwar samari, kamar dai sun riga sun kasance manya kuma sun ɗanɗana rayuwar, amma ba ma tsufa ba kuma, wataƙila, suna raba dabi'unsu. Wannan wani misali ne na shirin da aka yi wa Rasha daga gogewar ƙasashen Turai, kuma ya zama mai tasiri.

Kamar yadda kake gani, jakadan tambari ba lallai ne ya zama tauraro ba, yana iya zama saurayi ko yarinya makwabci, kamfanoni da yawa ma suna bin wannan dabarar. Bugu da ƙari, a matsayin mai mulkin, wannan dabarun yana da fa'ida ga taro, shahararrun samfuran. Na ji dadin kamfen na HTC, wanda ya kasance a kasar Rasha, lokacin da masu amfani da wayoyin salula na HTC suka aika musu da hotonsu da bayanin abin da wadannan wayoyin ke da amfani a gare su, kuma kamfanin ya sanya fuskokin mutane da bayanansu a kan allunan tallace-tallace a garuruwa daban-daban. Duk waɗannan mutane sun zama jakadun alamar HTC, irin sanannen matsayi.

Sai dai mu’amalar kamfanoni da shahararrun mutane, kamar yadda ake kiransu, mashahurai (masu shahara, ko “masu warkarwa” a takaice) wanda aka fi sani da shi. Ga kamfanonin Rasha, yin amfani da mashahuran mutane a cikin tallace-tallace da sadarwa tare da mabukaci wani lokaci ya zama ƙarshen kansa ko rufe nasu rauni. Yi tunanin tallan bankin Trust wanda Bruce Willis ya fito a ciki. Hakan bai taimaka wa bankin Trust ya tsira ba, amma sun yi nasarar zubewa.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Tushen dalilin da yasa kamfanoni ke jan hankalin mashahurai shine yin amfani da nauyin watsa labarun su don jawo hankali (ko mai yiwuwa ya janye hankali). Ana tsammanin cewa mashahuran da ke amfani da wayar alamar X na iya haɓaka hangen nesa zuwa sabon matsayi, wanda hakan zai haifar da haɓaka tallace-tallace na gaba. Babu wanda ya taɓa yin la'akari kai tsaye tasirin shahararrun mashahuran tallace-tallace a kan tallace-tallace, a matsayin mai mulkin, yana da wuya a auna sakamakon, wanda ya haifar da filin da ya dace don cin zarafi a cikin kamfanoni. Wani labari na yau da kullun yana tafiya kamar haka: kamfani yana gayyatar wani mashahuri don tallata, sashen tallace-tallace ya ba da rahoton cewa hulɗar ta tafi daidai, kuma a cikin rayuwa ta gaske mashahuran na ci gaba da yin amfani da samfuran wasu kamfanoni, wanda 'yan jarida da masu amfani suka lura da sauri. A saboda wannan dalili ne ake samun hukunci a cikin kwangila don rage yuwuwar rage darajar saka hannun jari a talla tare da mashahuri. Na kalli idona yadda, a wajen gabatar da Samsung a kasar Rasha, wani shahararren dan wasan kwaikwayo ya nuna wayarsa ta Samsung, kuma a lokacin da ‘yan matan suka bukaci a dauki hoto da su, sai ya zaro iPhone dinsa daga aljihunsa, tare da raka shi duka da kalmar. : "Allah ya san yadda komai ke aiki akan hakan, ni ma ban kafa shi ba." Samsung's draconian celebrity contract penalties ya zo bayan wannan labarin.

Ma'anar ma'amala tsakanin mashahurai da alama ba kawai talla ba ne, amma nunin cewa kayayyaki wani bangare ne na hoto da rayuwar yau da kullun. 'Yan wasan kwaikwayo da gidajen kayan gargajiya suna da haɗin gwiwa mai nasara, misali, Jennifer Lawrence (kun san daga fina-finan Mockingjay) ya zama fuskar gidan Dior.

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata iri Armchair

A bayyane yake cewa tana shiga cikin hotunan tallan tallace-tallace, flickers a kan tallan talla a duniya (yana da wahala sau da yawa a gane ta a cikin hotuna, a ka'ida, kowa na iya kasancewa a wurinta), amma kuma tana amfani da kayan haɗin Dior akai-akai. kuma yana nuna su a cikin rayuwar yau da kullum. Ga masu kera na'urorin lantarki, irin su wayoyin hannu, wannan misali ne na kyakkyawar mu'amalar da ya kamata a yi la'akari da ita.

Amma menene munanan misalai? Anan ya zama dole don haskaka maɓalli mai mahimmanci - zaɓin mutum da nauyin watsa labarai, idan za su yi amfani da shi wajen tallata kamfani da samfuransa. Ba koyaushe nauyin watsa labaru shine kawai mai nuna alama ba, kalli hulɗar Neffos tare da Bilan, mawaƙin ya buga iPhone da aka lalata kuma ya yi alkawarin cewa zai yi amfani da wayar hannu daga Neffos. A bayyane yake cewa hakan bai faru ba, kuma masu sauraro ba su fahimci hakan a matsayin gaskiya ba. Haɗuwa da alamar Neffos da Bilan de facto ba su faru ba, a gaskiya wannan labari ne na lokaci ɗaya, suna faruwa tare da adadin mitar lokacin da kamfani ke da kasafin kuɗi don gabatarwa na lokaci guda tare da tauraro kuma shi. alama ga wani cewa wannan kyakkyawan ra'ayi ne. Amma ni, wannan ra'ayi ne na dala miliyan - kuma miliyan ya kashe matsakaici kuma babu inda. Wani hasarar kai tsaye ita ce hukumomin talla, suna lura da kashe kuɗi marasa tunani akan mashahuran mutane, sun fara saita farashi daban-daban don irin waɗannan samfuran, dabaru mai sauƙi ne kuma bayyananne - waɗannan mutanen ba su san yadda ake ƙirga kuɗi ba, don haka kuna buƙatar yin wannan. tare da su.

Wani misali daga aikin Rasha shine kamfanin ZTE da Garik Martirosyan, fuskar alamar. An san shi da Comedy Club, ba a haɗa shi da kayan lantarki ta kowace hanya, kuma hoton da aka zaba masa a cikin talla yana da ban mamaki - wani mutum na gabas a cikin tabarau masu salo da kwat da wando, tallace-tallace na yau da kullum a cikin kantin sayar da kayayyaki na kasuwa. Emirates, amma menene irin wannan tallan ke yi a Rasha?

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Gaskiyar cewa hulɗar da ke tsakanin ZTE da Martirosyan ba aiki ne na lokaci ɗaya ba, amma na dindindin, da gaske ba ya canza komai, an zaɓi mashahurin ba tare da ma'ana ba kuma bai kawo wani karuwa ga fahimtar alamar ZTE ba.

A cikin kasuwar sadarwa, masu amfani da wayar hannu sun koyi aiki da kyau tare da taurari, koyaushe suna amfani da shahararrun mutane a cikin sadarwar su. Alal misali, a cikin Beeline Svetlakov, wanda ya bayyana a cikin hotuna daban-daban, ra'ayin jarumi Svetlakov yana canzawa kullum, amma ko da yaushe hoto ne mai haske, haske da fahimta.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

A MegaFon, akasin haka, suna amfani da taurari da yawa, suna canza su lokaci zuwa lokaci, akwai Urgant da sauran 'yan wasan kwaikwayo.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair Armchair analytics # 103. Me ya sa Rashawa ba sa son tallan tallan taurari

A cikin MTS, Nagiyev shine gwarzo a yau, kuma kafin wannan Valuev.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

Masu gudanar da ayyukan sun haxu a kan yadda suka dade suna amfani da hotunan mashahuran mutane tare da daidaita su da bukatunsu, wato suna danne iyakar abin da zai yiwu ta hanyar hadin gwiwa. Wani lokaci wannan yakan haifar da rikice-rikice masu ban dariya, don haka MegaFon ya yanke shawarar yin wasa a kan masu fafatawa, kuma, bayan harbi bidiyo tare da Steven Seagal, kamar yadda hooligans wanda ya tsorata, sun nuna 'yan wasan kwaikwayo masu kama da Nagiyev (kusan cikakken kwafin) da Svetlakov (dangi). kama)

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

A cikin Tele2, akasin haka, suna gina ainihin su akan kin yin amfani da mashahuran mutane a cikin tallan su, ku tuna da bidiyon da suka yi magana game da wannan? Amma wannan musun shine juzu'in labarin daidai, ba tare da ayyukan wasu masu aiki tare da mashahuran mutane ba, ba zai yiwu ba.

Kamar yadda kuke gani a misalan, nasarar da jakadan tambarin ke samu ya dogara kai tsaye kan yadda ake zabar shi a kamfani, yadda suke tunkarar wannan lamari a tsanake. Zaɓin nasara-nasara shine ƙirƙirar ba lokaci ɗaya ba, amma tallace-tallace na jere da mai da hankali kan ban dariya. A daya-lokaci bayyanar wani celebrity warms rayuka da hannayensu na marketing sashen more, kuma ba ya aiki ko kadan don ƙara iri hasashe. Kusan koyaushe muna haɗuwa da jakadan alama tare da mashahurai, amma misalin da ke sama ya nuna cewa a aikace za su iya zama mutanen da ba a san su ba, amma suna da wani nauyi a cikin masu sauraron da aka yi niyya. Wannan shugabanci na tallace-tallace a Rasha kusan ba a bayyana shi ba, 'yan mutane suna tunani game da shi, kuma mutanen da ke iya ƙirƙirar irin waɗannan kayayyaki ba su da sauri don raba su a fili, suna adana asirin don amfanin kansu, ko da yake babu wani sirri na musamman a nan.

A al'adance, ina so in tambaye ku, yaya kuke ji game da jakadun alama? Shin yana ba ku cin hanci cewa shahararrun mutane suna yin talla? Wace celebrity talla ce ta taba ku, wanne ya bata miki rai? Faɗa mana game da ra'ayoyin ku da abubuwan da kuka samu daga irin wannan tallace-tallace tare da jakadun alama. Na gode.

Nazarin kujera #103. Me yasa a Rasha ba sa son alamun tallan taurari

An haifi ra'ayin wannan batu ne bayan Neffos (tambarin TP-Link don wayoyin hannu) ya gabatar da wasu sabbin samfuran su a otal ɗin gaye na Four Seasons Hotel a Moscow. Bugu da ƙari, zaɓin wuri, abin mamaki ne cewa TP-Link ya yi la'akari da cewa ya zama dole kuma ya dace don zaɓar fuskar alamar mawaƙin Rasha Bilan. Wannan shi ne abin da na kira ‘yan kasuwa, idan kamfani ya kashe mafi yawan kasafin kudin sa na kasuwanci na tsawon shekara guda a rana daya sannan kuma ya sami matsala mai tsanani ta hanyar sadarwa a kasuwa. Bari mu gano tare da abin da ke da kyau game da samun “tauraro” a matsayin jakadiyar alama ko kuma nuna cewa tana amfani da samfuran wata alama, da
kuma an fito da shi a cikin tallan.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata alamu

A kowace kasa akwai wasu sifofi na hasashe tauraro, inda sukan durkusar da ’yan wasa, amma suna mu’amala da ’yan wasa a sanyaye, inda suke daukaka su duka biyun. Tunanin yin amfani da shahararrun mutane don tallata samfuran ku ba sabon abu bane, an yi amfani da shi sama da shekaru ɗari a cikin bambancin daban-daban. Amma kawai a cikin marigayi 90s, tare da ci gaban tallace-tallace da kuma ƙarfafa ra'ayi na samfurori, jakadun alama sun bayyana, wato, mutanen da suke amfani da tasirin su don jawo hankali ga wani nau'i na musamman. Sau da yawa, muna nufin cewa sanannen mutum ya zama jakadan alama, misali, ɗan wasan fim, ɗan wasa, mai zanen kaya ko mawaƙa. Mafi sau da yawa, wannan shi ne ainihin abin da yake, amma babu wanda ya hana yin amfani da mutanen da ba su yi suna ba a matsayin jakadan alama, ba su da farin jini sosai.

A Rasha, ƙayyadaddun kasuwar alamar ta ta'allaka ne ta fuskoki biyu. Na farko, mai siye na Rasha yana son alamu, yana mai da hankali kan su kuma, lokacin da zabar samfurori guda biyu, ya fi son alamar da aka ji, yana shirye ya biya bashin don alamar da, a ka'idar, tabbatar da mafi kyawun inganci. Wannan yana bayyana nasarar Apple, Samsung, da kuma manyan tallace-tallace na kayan alatu, irin su Vertu. A cikin ƙungiyoyin jama'a daban-daban, adadin waɗanda ke saye na hankali da waɗanda ke da alamar alama na iya bambanta sosai, wasu ba su da kiba, kuma suna zaɓar samfuran bisa ga kasafin kuɗin su. Amma a nan ba muna magana ne game da halin hankali na mai siye ba, amma game da wanda aka tilasta. Tare da bayyanar isassun kuɗi, waɗannan mutanen nan da nan suka fara kewaya samfuran, zaɓi samfuran “mai kyau”.

Bangare na biyu shi ne sabani wanda, a kallo na farko, ba a iya warwarewa. Nazarin abubuwan da aka zaɓa na masu siye na Rasha sun nuna cewa suna da mummunan hali ga mafi yawan tsarin talla da talla kamar haka. Mutane sun ce talla ba ta yin tasiri ga zaɓin su, haka kuma, suna jayayya cewa samfuran da aka tallata sukan sami sifofi mara kyau a gare su (ba za su tallata samfur mai kyau ba!). A aikace, duk abin da yake daidai da akasin haka, a cikin kayan lantarki yakin tarayya a kan talabijin yana ƙaruwa da tallace-tallace ta hanyar 30-35% a matsakaici, babban yakin akan Intanet yana ba da kwatankwacin, idan ba sakamako mafi kyau ba. Ina kiran wannan da McDonalds paradox, a cikin kalmomi ba wanda ya taɓa zuwa gare ta, amma a lokaci guda waɗannan kantunan abinci masu sauri suna cika da mutane akai-akai.Daidai wannan abu tare da talla, babu wanda ke kallon shi, sauraron shi, ba ya gane shi - amma yana aiki. Ga alama a gare ni cewa waɗannan ƙwaƙƙwarar hankalin masu amfani ne waɗanda ke da matukar tsoron cewa wani zai ɗauki su dogara, ƙarƙashin rinjayar waje. Wani lokaci yakan kai ga bayyana mahimmanci lokacin da mutane suka ga tallace-tallace a cikin komai - a cikin alamar da aka zana a kan shinge, a cikin hoton da aka buga a cikin mujallu, ko kuma jaket da aka jefa a kan rataye da ke haskakawa a cikin tashar labarai. Mutanen da ke zargin talla a cikin komai, abin banƙyama, sun fi fuskantar tasirin sa, kodayake a cikin kalmomi sun musanta wannan keɓantacce nasu. Anan akwai irin wannan paradox. Abin mamaki ne cewa irin waɗannan ƙasashe kamar China, Koriya ta Kudu, tsoffin jumhuriyar Tarayyar Soviet sun yi daidai da Rasha a wannan fanni na halayen masu amfani, amma idan aka ci gaba da tafiya zuwa Yamma, ƙarancin wannan tasirin zai bayyana kansa. Daga abin da za mu iya yanke shawarar cewa wannan siffa ta kasance zuwa wani yanki na Asiya, wanda ke cikin wannan wayewar, kuma Rasha, kamar yadda ta saba, tana tsaye a kan mararraba, tana sha da yawa daga Asiya, ciki har da wannan. Har yanzu, ana iya samun misalan wannan hali a ko'ina cikin duniya, ya bambanta da yawan masu amfani da shi. Sin da Rasha misalai ne na zahiri na jari-hujja da aka gina bisa soyayyar kayayyaki, amma wannan labari ne na daban wanda ke bukatar a tattauna dalla-dalla dalla-dalla.

Gina alama aiki ne mai yawa, wanda ya haɗa da ba kawai ƙirƙirar samfuri mai ban sha'awa da inganci, sabis ko sabis ba, har ma da haɓakarsa, ta hanyar hanyoyin talla na gargajiya da kuma taimakon wakilai masu tasiri, wanda hada da jakadun alama. Alal misali, a cikin 1990s, an bayyana cibiyoyin tsarin iyali a Rasha waɗanda ke koyar da yara makaranta game da hana haihuwa, magana game da rayuwar jima'i, kuma wasu makarantu ma sun gabatar da ƙarin darussan zaɓi na wannan. Tallafin irin wadannan cibiyoyin bai fito daga kasafin kudin jihar ba, manyan kamfanonin harhada magunguna ne suka ba su tallafi. Amfaninsu a bayyane yake, suna da sha'awar haɓaka matakin ilimin samari, ta yadda ba a sami ciki mai haɗari ba. Babu tallan maganin hana haihuwa kai tsaye ko makamancin haka, babu tayin kaya ga yaran makaranta, kawai shawarwari. A asibitocin haihuwa, an bude cibiyoyin kayyade iyali, inda aka riga aka bayyana fa'ida da rashin amfani da magungunan hana daukar ciki a wajen liyafar, kuma likitan ya zabi mafi kyawun zabin, a ka'ida, wadannan kwayoyi ne daga kamfanin da ya dauki nauyin wannan labari ta hanyar daya. ko kuma wani.

Sai na yi mamakin irin karimcin da kamfanonin harhada magunguna ke yi, me ya sa suke yin abin da ya dace kuma gaba daya, menene sha'awar su ta kudi. A daya daga cikin tattaunawar, likitan irin wannan shawarwarin ya ba da hujjojin da ba su bayyana a gare ni ba, amma sun ba da haske game da batun tattalin arziki:

  • Tallan kai tsaye na maganin hana haihuwa ba koyaushe yake tasiri ba kuma doka ta ba da izini, akwai hani da yawa;
  • Magungunan hana daukar ciki a nau’in allunan suna bukatar sanin ilimin hanyoyin hana haihuwa daga bangaren mace da kuma zabin da ya dace, wannan ilimin dole ne a sanya shi a makaranta;
  • Duk wani ciki da wuri, kamar haihuwa kafin ya kai shekara 20, abokin ciniki ne da ba a so ga kamfanin harhada magunguna, kuma yana yiwuwa ya faru na dogon lokaci kamar yadda ake zabar sauran hanyoyin hana haihuwa.

Na tuna da wannan shirin ta yadda ake amfani da yara matasa a matsayin jakadun alama, mutane masu shekaru 20-22, suna koyar da tushen jima'i a makarantu. Yaran suna da malami namiji, ’yan mata kuma suna da malama mace, darussa sun bambanta. Zaɓin ɗalibai ya kasance saboda gaskiyar cewa sun zama shugabanni na yau da kullun ga ƴan makaranta, har zuwa wani lokaci sun zama abin koyi, kuma suna da gogewa na rayuwar “babba”. Waɗannan mutane sun kasance kusa da yuwuwar samari, kamar dai sun riga sun kasance manya kuma sun ɗanɗana rayuwar, amma ba ma tsufa ba kuma, wataƙila, suna raba dabi'unsu. Wannan wani misali ne na shirin da aka yi wa Rasha daga gogewar ƙasashen Turai, kuma ya zama mai tasiri.

Kamar yadda kake gani, jakadan tambari ba lallai ne ya zama tauraro ba, yana iya zama saurayi ko yarinya makwabci, kamfanoni da yawa ma suna bin wannan dabarar. Bugu da ƙari, a matsayin mai mulkin, wannan dabarun yana da fa'ida ga taro, shahararrun samfuran. Na ji dadin kamfen na HTC, wanda ya kasance a kasar Rasha, lokacin da masu amfani da wayoyin salula na HTC suka aika musu da hotonsu da bayanin abin da wadannan wayoyin ke da amfani a gare su, kuma kamfanin ya sanya fuskokin mutane da bayanansu a kan allunan tallace-tallace a garuruwa daban-daban. Duk waɗannan mutane sun zama jakadun alamar HTC, irin sanannen matsayi.

Sai dai mu’amalar kamfanoni da shahararrun mutane, kamar yadda ake kiransu, mashahurai (masu shahara, ko “masu warkarwa” a takaice) wanda aka fi sani da shi. Ga kamfanonin Rasha, yin amfani da mashahuran mutane a cikin tallace-tallace da sadarwa tare da mabukaci wani lokaci ya zama ƙarshen kansa ko rufe nasu rauni. Yi tunanin tallan bankin Trust wanda Bruce Willis ya fito a ciki. Hakan bai taimaka wa bankin Trust ya tsira ba, amma sun yi nasarar zubewa.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Tushen dalilin da yasa kamfanoni ke jan hankalin mashahurai shine yin amfani da nauyin watsa labarun su don jawo hankali (ko mai yiwuwa ya janye hankali). Ana tsammanin cewa mashahuran da ke amfani da wayar alamar X na iya haɓaka hangen nesa zuwa sabon matsayi, wanda hakan zai haifar da haɓaka tallace-tallace na gaba. Babu wanda ya taɓa yin la'akari kai tsaye tasirin shahararrun mashahuran tallace-tallace a kan tallace-tallace, a matsayin mai mulkin, yana da wuya a auna sakamakon, wanda ya haifar da filin da ya dace don cin zarafi a cikin kamfanoni. Wani labari na yau da kullun yana tafiya kamar haka: kamfani yana gayyatar wani mashahuri don tallata, sashen tallace-tallace ya ba da rahoton cewa hulɗar ta tafi daidai, kuma a cikin rayuwa ta gaske mashahuran ya ci gaba da yin amfani da samfuran wasu kamfanoni, wanda 'yan jarida da masu amfani suka lura da sauri. Wannan shine dalilin da ya sa akwai azabtarwa a cikin kwangila don rage yiwuwar rage darajar zuba jari a talla tare da mashahuri. Na kalli idona yadda a wajen gabatar da Samsung a kasar Rasha, wani shahararren jarumin ya nuna wayarsa ta Samsung, inda ‘yan matan suka nemi daukar hoto da su, sai ya ciro iphone dinsa daga aljihunsa, tare da raka shi duka da kalmar. : "Allah ya san yadda komai ke aiki a kan hakan, ni ma ban kafa shi ba." Samfurin da Samsung ya yanke masa hukuncin kwangilar kwangilar ya zo ne bayan wannan labarin.

Ma'anar ma'amala tsakanin mashahurai da alama ba kawai talla ba ne, amma nunin cewa kayayyaki wani bangare ne na hoto da rayuwar yau da kullun. 'Yan wasan kwaikwayo da gidajen kayan gargajiya suna da haɗin gwiwa mai nasara, misali, Jennifer Lawrence (kun san daga fina-finan Mockingjay) ya zama fuskar gidan Dior.

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata iri Armchair

A bayyane yake cewa tana shiga cikin hotunan tallan tallace-tallace, flickers a kan tallan talla a duniya (yana da wahala sau da yawa a gane ta a cikin hotuna, a ka'ida, kowa na iya kasancewa a wurinta), amma kuma tana amfani da kayan haɗin Dior akai-akai. kuma yana nuna su a cikin rayuwar yau da kullum. Ga masu kera na'urorin lantarki, irin su wayoyin hannu, wannan misali ne na kyakkyawar mu'amalar da ya kamata a yi la'akari da ita.

Amma menene munanan misalai? Anan ya zama dole don haskaka maɓalli mai mahimmanci - zaɓin mutum da nauyin watsa labarai, idan za su yi amfani da shi wajen tallata kamfani da samfuransa. Ba koyaushe nauyin watsa labaru shine kawai mai nuna alama ba, kalli hulɗar Neffos tare da Bilan, mawaƙin ya buga iPhone da aka lalata kuma ya yi alkawarin cewa zai yi amfani da wayar hannu daga Neffos. A bayyane yake cewa hakan bai faru ba, kuma masu sauraro ba su fahimci hakan a matsayin gaskiya ba. Haɗuwa da alamar Neffos da Bilan de facto ba su faru ba, a gaskiya wannan labari ne na lokaci ɗaya, suna faruwa tare da adadin mitar lokacin da kamfani ke da kasafin kuɗi don gabatarwa na lokaci guda tare da tauraro kuma shi. alama ga wani cewa wannan kyakkyawan ra'ayi ne. Amma ni, wannan ra'ayi ne na dala miliyan - kuma miliyan ya kashe matsakaici kuma babu inda. Wani hasarar kai tsaye ita ce hukumomin talla, suna lura da kashe kuɗi marasa tunani akan mashahuran mutane, sun fara saita farashi daban-daban don irin waɗannan samfuran, dabaru mai sauƙi ne kuma bayyananne - waɗannan mutanen ba su san yadda ake ƙirga kuɗi ba, don haka kuna buƙatar yin wannan. tare da su.

Wani misali daga aikin Rasha shine kamfanin ZTE da Garik Martirosyan, fuskar alamar. An san shi da gidan wasan kwaikwayo na Comedy Club, ba a haɗa shi da kayan lantarki ta kowace hanya, kuma hoton da aka zaba masa a cikin tallan yana da ban mamaki - wani mutumin gabas sanye da tabarau masu salo da kwat da wando, tallace-tallace na yau da kullum a cikin manyan kantuna. na Emirates, amma menene irin wannan tallan ke yi a Rasha?

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Gaskiyar cewa hulɗar da ke tsakanin ZTE da Martirosyan ba aiki ne na lokaci ɗaya ba, amma na dindindin, da gaske ba ya canza komai, an zaɓi mashahurin ba tare da ma'ana ba kuma bai kawo wani karuwa ga fahimtar alamar ZTE ba.

A cikin kasuwar sadarwa, masu amfani da wayar hannu sun koyi aiki da kyau tare da taurari, koyaushe suna amfani da shahararrun mutane a cikin sadarwar su. Alal misali, a cikin Beeline Svetlakov, wanda ya bayyana a cikin hotuna daban-daban, ra'ayin jarumi Svetlakov yana canzawa kullum, amma ko da yaushe hoto ne mai haske, haske da fahimta.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

A MegaFon, akasin haka, suna amfani da taurari da yawa, suna canza su lokaci zuwa lokaci, akwai Urgant da sauran 'yan wasan kwaikwayo.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair Armchair analytics # 103. Me ya sa Rashawa ba sa son tallan tallan taurari

A cikin MTS, Nagiyev shine gwarzo a yau, kuma kafin wannan Valuev.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

Masu gudanar da ayyukan sun haxu a kan yadda suka dade suna amfani da hotunan mashahuran mutane tare da daidaita su da bukatunsu, wato suna danne iyakar abin da zai yiwu ta hanyar hadin gwiwa. Wani lokaci wannan yakan haifar da rikice-rikice masu ban dariya, don haka MegaFon ya yanke shawarar yin wasa a kan masu fafatawa, kuma, bayan harbi bidiyo tare da Steven Seagal, kamar yadda hooligans wanda ya tsorata, sun nuna 'yan wasan kwaikwayo masu kama da Nagiyev (kusan cikakken kwafin) da Svetlakov (dangi). kama)

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Akasin haka, Tele2 yana gina asalinsa akan ƙin yin amfani da mashahuran mutane a cikin tallan su, ku tuna bidiyon da suka yi magana game da wannan? Amma wannan musun shine juzu'in labarin daidai, ba tare da ayyukan wasu masu aiki tare da mashahuran mutane ba, ba zai yiwu ba.

Kamar yadda kuke gani a misalan, nasarar da jakadan tambarin ke samu ya dogara kai tsaye kan yadda ake zabar shi a kamfani, yadda suke tunkarar wannan lamari a tsanake. Zaɓin nasara-nasara shine ƙirƙirar ba lokaci ɗaya ba, amma tallace-tallace na jere da mai da hankali kan ban dariya. A daya-lokaci bayyanar wani celebrity warms rayuka da hannayensu na marketing sashen more, kuma ba ya aiki ko kadan don ƙara iri hasashe. Kusan koyaushe muna haɗuwa da jakadan alama tare da mashahurai, amma misalin da ke sama ya nuna cewa a aikace za su iya zama mutanen da ba a san su ba, amma suna da wani nauyi a cikin masu sauraron da aka yi niyya. Wannan shugabanci na tallace-tallace a Rasha kusan ba a bayyana shi ba, 'yan mutane suna tunani game da shi, kuma mutanen da ke iya ƙirƙirar irin waɗannan kayayyaki ba su da sauri don raba su a fili, suna adana asirin don amfanin kansu, ko da yake babu wani sirri na musamman a nan.

A al'adance, ina so in tambaye ku, yaya kuke ji game da jakadun alama? Shin yana ba ku cin hanci cewa shahararrun mutane suna yin talla? Wace celebrity talla ce ta taba ku, wanne ya bata miki rai? Faɗa mana game da ra'ayoyin ku da abubuwan da kuka samu daga irin wannan tallace-tallace tare da jakadun alama. Na gode.

Nazarin kujera #103. Me yasa a Rasha ba sa son alamun tallan taurari

An haifi ra'ayin wannan batu ne bayan Neffos (tambarin TP-Link don wayoyin hannu) ya gabatar da wasu sabbin samfuran su a otal ɗin gaye na Four Seasons Hotel a Moscow. Bugu da ƙari, zaɓin wuri, abin mamaki ne cewa TP-Link ya yi la'akari da cewa ya zama dole kuma ya dace don zaɓar fuskar alamar mawaƙin Rasha Bilan. Wannan shi ne abin da na kira ‘yan kasuwa, idan kamfani ya kashe mafi yawan kasafin kudin sa na kasuwanci na tsawon shekara guda a rana daya sannan kuma ya sami matsala mai tsanani ta hanyar sadarwa a kasuwa. Bari mu gano tare da abin da ke da kyau game da samun “tauraro” a matsayin jakadiyar alama ko kuma nuna cewa tana amfani da samfuran wata alama, da
kuma an fito da shi a cikin tallan.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata alamu

A kowace kasa akwai wasu sifofi na hasashe tauraro, inda sukan durkusar da ’yan wasa, amma suna mu’amala da ’yan wasa a sanyaye, inda suke daukaka su duka biyun. Tunanin yin amfani da shahararrun mutane don tallata samfuran ku ba sabon abu bane, an yi amfani da shi sama da shekaru ɗari a cikin bambancin daban-daban. Amma kawai a cikin marigayi 90s, tare da ci gaban tallace-tallace da kuma ƙarfafa ra'ayi na samfurori, jakadun alama sun bayyana, wato, mutanen da suke amfani da tasirin su don jawo hankali ga wani nau'i na musamman. Sau da yawa, muna nufin cewa sanannen mutum ya zama jakadan alama, misali, ɗan wasan fim, ɗan wasa, mai zanen kaya ko mawaƙa. Mafi sau da yawa, wannan shi ne ainihin abin da yake, amma babu wanda ya hana yin amfani da mutanen da ba su yi suna ba a matsayin jakadan alama, ba su da farin jini sosai.

A Rasha, ƙayyadaddun kasuwar alamar ta ta'allaka ne ta fuskoki biyu. Na farko, mai siye na Rasha yana son alamu, yana mai da hankali kan su kuma, lokacin da zabar samfurori guda biyu, ya fi son alamar da aka ji, yana shirye ya biya bashin don alamar da, a ka'idar, tabbatar da mafi kyawun inganci. Wannan yana bayyana nasarar Apple, Samsung, da kuma manyan tallace-tallace na kayan alatu, irin su Vertu. A cikin ƙungiyoyin jama'a daban-daban, adadin waɗanda ke saye na hankali da waɗanda ke da alamar alama na iya bambanta sosai, wasu ba su da kiba, kuma suna zaɓar samfuran bisa ga kasafin kuɗin su. Amma a nan ba muna magana ne game da halin hankali na mai siye ba, amma game da wanda aka tilasta. Tare da bayyanar isassun kuɗi, waɗannan mutanen nan da nan suka fara kewaya samfuran, zaɓi samfuran “mai kyau”.

Bangare na biyu shi ne sabani wanda, a kallo na farko, ba a iya warwarewa. Nazarin abubuwan da aka zaɓa na masu siye na Rasha sun nuna cewa suna da mummunan hali ga mafi yawan tsarin talla da talla kamar haka. Mutane sun ce talla ba ta yin tasiri ga zaɓin su, haka kuma, suna jayayya cewa samfuran da aka tallata sukan sami sifofi mara kyau a gare su (ba za su tallata samfur mai kyau ba!). A aikace, duk abin da yake daidai da akasin haka, a cikin kayan lantarki yakin tarayya a kan talabijin yana ƙaruwa da tallace-tallace ta hanyar 30-35% a matsakaici, babban yakin akan Intanet yana ba da kwatankwacin, idan ba sakamako mafi kyau ba. Ina kiran wannan da McDonalds paradox, a cikin kalmomi ba wanda ya taɓa zuwa gare ta, amma a lokaci guda waɗannan kantunan abinci masu sauri suna cika da mutane akai-akai.Daidai wannan abu tare da talla, babu wanda ke kallon shi, sauraron shi, ba ya gane shi - amma yana aiki. Ga alama a gare ni cewa waɗannan ƙwaƙƙwarar hankalin masu amfani ne waɗanda ke da matukar tsoron cewa wani zai ɗauki su dogara, ƙarƙashin rinjayar waje. Wani lokaci yakan kai ga bayyana mahimmanci lokacin da mutane suka ga tallace-tallace a cikin komai - a cikin alamar da aka zana a kan shinge, a cikin hoton da aka buga a cikin mujallu, ko kuma jaket da aka jefa a kan rataye da ke haskakawa a cikin tashar labarai. Mutanen da ke zargin talla a cikin komai, abin banƙyama, sun fi fuskantar tasirin sa, kodayake a cikin kalmomi sun musanta wannan keɓantacce nasu. Anan akwai irin wannan paradox. Abin mamaki ne cewa irin waɗannan ƙasashe kamar China, Koriya ta Kudu, tsoffin jumhuriyar Tarayyar Soviet sun yi daidai da Rasha a wannan fanni na halayen masu amfani, amma idan aka ci gaba da tafiya zuwa Yamma, ƙarancin wannan tasirin zai bayyana kansa. Daga abin da za mu iya yanke shawarar cewa wannan siffa ta kasance zuwa wani yanki na Asiya, wanda ke cikin wannan wayewar, kuma Rasha, kamar yadda ta saba, tana tsaye a kan mararraba, tana sha da yawa daga Asiya, ciki har da wannan. Har yanzu, ana iya samun misalan wannan hali a ko'ina cikin duniya, ya bambanta da yawan masu amfani da shi. Sin da Rasha misalai ne na zahiri na jari-hujja da aka gina bisa soyayyar kayayyaki, amma wannan labari ne na daban wanda ke bukatar a tattauna dalla-dalla dalla-dalla.

Gina alama aiki ne mai yawa, wanda ya haɗa da ba kawai ƙirƙirar samfuri mai ban sha'awa da inganci, sabis ko sabis ba, har ma da haɓakarsa, ta hanyar hanyoyin talla na gargajiya da kuma taimakon wakilai masu tasiri, wanda hada da jakadun alama. Alal misali, a cikin 1990s, an bayyana cibiyoyin tsarin iyali a Rasha waɗanda ke koyar da yara makaranta game da hana haihuwa, magana game da rayuwar jima'i, kuma wasu makarantu ma sun gabatar da ƙarin darussan zaɓi na wannan. Tallafin irin wadannan cibiyoyin bai fito daga kasafin kudin jihar ba, manyan kamfanonin harhada magunguna ne suka ba su tallafi. Amfaninsu a bayyane yake, suna da sha'awar haɓaka matakin ilimin samari, ta yadda ba a sami ciki mai haɗari ba. Babu tallan maganin hana haihuwa kai tsaye ko makamancin haka, babu tayin kaya ga yaran makaranta, kawai shawarwari. A asibitocin haihuwa, an bude cibiyoyin kayyade iyali, inda aka riga aka bayyana fa'ida da rashin amfani da magungunan hana daukar ciki a wajen liyafar, kuma likitan ya zabi mafi kyawun zabin, a ka'ida, wadannan kwayoyi ne daga kamfanin da ya dauki nauyin wannan labari ta hanyar daya. ko kuma wani.

Sai na yi mamakin irin karimcin da kamfanonin harhada magunguna ke yi, me ya sa suke yin abin da ya dace kuma gaba daya, menene sha'awar su ta kudi. A daya daga cikin tattaunawar, likitan irin wannan shawarwarin ya ba da hujjojin da ba su bayyana a gare ni ba, amma sun ba da haske game da batun tattalin arziki:

  • Tallan kai tsaye na maganin hana haihuwa ba koyaushe yake tasiri ba kuma doka ta ba da izini, akwai hani da yawa;
  • Magungunan hana daukar ciki a nau’in allunan suna bukatar sanin ilimin hanyoyin hana haihuwa daga bangaren mace da kuma zabin da ya dace, wannan ilimin dole ne a sanya shi a makaranta;
  • Duk wani ciki da wuri, kamar haihuwa kafin ya kai shekara 20, abokin ciniki ne da ba a so ga kamfanin harhada magunguna, kuma yana yiwuwa ya faru na dogon lokaci kamar yadda ake zabar sauran hanyoyin hana haihuwa.

Na tuna da wannan shirin ta yadda ake amfani da yara matasa a matsayin jakadun alama, mutane masu shekaru 20-22, suna koyar da tushen jima'i a makarantu. Yaran suna da malami namiji, ’yan mata kuma suna da malama mace, darussa sun bambanta. Zaɓin ɗalibai ya kasance saboda gaskiyar cewa sun zama shugabanni na yau da kullun ga ƴan makaranta, har zuwa wani lokaci sun zama abin koyi, kuma suna da gogewa na rayuwar “babba”. Waɗannan mutane sun kasance kusa da yuwuwar samari, kamar dai sun riga sun kasance manya kuma sun ɗanɗana rayuwar, amma ba ma tsufa ba kuma, wataƙila, suna raba dabi'unsu. Wannan wani misali ne na shirin da aka yi wa Rasha daga gogewar ƙasashen Turai, kuma ya zama mai tasiri.

Kamar yadda kake gani, jakadan tambari ba lallai ne ya zama tauraro ba, yana iya zama saurayi ko yarinya makwabci, kamfanoni da yawa ma suna bin wannan dabarar. Bugu da ƙari, a matsayin mai mulkin, wannan dabarun yana da fa'ida ga taro, shahararrun samfuran. Na ji dadin kamfen na HTC, wanda ya kasance a kasar Rasha, lokacin da masu amfani da wayoyin salula na HTC suka aika musu da hotonsu da bayanin abin da wadannan wayoyin ke da amfani a gare su, kuma kamfanin ya sanya fuskokin mutane da bayanansu a kan allunan tallace-tallace a garuruwa daban-daban. Duk waɗannan mutane sun zama jakadun alamar HTC, irin sanannen matsayi.

Sai dai mu’amalar kamfanoni da shahararrun mutane, kamar yadda ake kiransu, mashahurai (masu shahara, ko “masu warkarwa” a takaice) wanda aka fi sani da shi. Ga kamfanonin Rasha, yin amfani da mashahuran mutane a cikin tallace-tallace da sadarwa tare da mabukaci wani lokaci ya zama ƙarshen kansa ko rufe nasu rauni. Yi tunanin tallan bankin Trust wanda Bruce Willis ya fito a ciki. Hakan bai taimaka wa bankin Trust ya tsira ba, amma sun yi nasarar zubewa.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Tushen dalilin da yasa kamfanoni ke jan hankalin mashahurai shine yin amfani da nauyin watsa labarun su don jawo hankali (ko mai yiwuwa ya janye hankali). Ana tsammanin cewa mashahuran da ke amfani da wayar alamar X na iya haɓaka hangen nesa zuwa sabon matsayi, wanda hakan zai haifar da haɓaka tallace-tallace na gaba. Babu wanda ya taɓa yin la'akari kai tsaye tasirin shahararrun mashahuran tallace-tallace a kan tallace-tallace, a matsayin mai mulkin, yana da wuya a auna sakamakon, wanda ya haifar da filin da ya dace don cin zarafi a cikin kamfanoni. Wani labari na yau da kullun yana tafiya kamar haka: kamfani yana gayyatar wani mashahuri don tallata, sashen tallace-tallace ya ba da rahoton cewa hulɗar ta tafi daidai, kuma a cikin rayuwa ta gaske mashahuran na ci gaba da yin amfani da samfuran wasu kamfanoni, wanda 'yan jarida da masu amfani suka lura da sauri. A saboda wannan dalili ne ake samun hukunci a cikin kwangila don rage yuwuwar rage darajar saka hannun jari a talla tare da mashahuri. Na kalli idona yadda, a wajen gabatar da Samsung a kasar Rasha, wani shahararren dan wasan kwaikwayo ya nuna wayarsa ta Samsung, kuma a lokacin da ‘yan matan suka bukaci a dauki hoto da su, sai ya zaro iPhone dinsa daga aljihunsa, tare da raka shi duka da kalmar. : "Allah ya san yadda komai ke aiki akan hakan, ni ma ban kafa shi ba." Samsung's draconian celebrity contract penalties ya zo bayan wannan labarin.

Ma'anar ma'amala tsakanin mashahurai da alama ba kawai talla ba ne, amma nunin cewa kayayyaki wani bangare ne na hoto da rayuwar yau da kullun. 'Yan wasan kwaikwayo da gidajen kayan gargajiya suna da haɗin gwiwa mai nasara, misali, Jennifer Lawrence (kun san daga fina-finan Mockingjay) ya zama fuskar gidan Dior.

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata iri Armchair

A bayyane yake cewa tana shiga cikin hotunan tallan tallace-tallace, flickers a kan tallan talla a duniya (yana da wahala sau da yawa a gane ta a cikin hotuna, a ka'ida, kowa na iya kasancewa a wurinta), amma kuma tana amfani da kayan haɗin Dior akai-akai. kuma yana nuna su a cikin rayuwar yau da kullum. Ga masu kera na'urorin lantarki, irin su wayoyin hannu, wannan misali ne na kyakkyawar mu'amalar da ya kamata a yi la'akari da ita.

Amma menene munanan misalai? Anan ya zama dole don haskaka maɓalli mai mahimmanci - zaɓin mutum da nauyin watsa labarai, idan za su yi amfani da shi wajen tallata kamfani da samfuransa. Ba koyaushe nauyin watsa labaru shine kawai mai nuna alama ba, kalli hulɗar Neffos tare da Bilan, mawaƙin ya buga iPhone da aka lalata kuma ya yi alkawarin cewa zai yi amfani da wayar hannu daga Neffos. A bayyane yake cewa hakan bai faru ba, kuma masu sauraro ba su fahimci hakan a matsayin gaskiya ba. Haɗuwa da alamar Neffos da Bilan de facto ba su faru ba, a gaskiya wannan labari ne na lokaci ɗaya, suna faruwa tare da adadin mitar lokacin da kamfani ke da kasafin kuɗi don gabatarwa na lokaci guda tare da tauraro kuma shi. alama ga wani cewa wannan kyakkyawan ra'ayi ne. Amma ni, wannan ra'ayi ne na dala miliyan - kuma miliyan ya kashe matsakaici kuma babu inda. Wani hasarar kai tsaye ita ce hukumomin talla, suna lura da kashe kuɗi marasa tunani akan mashahuran mutane, sun fara saita farashi daban-daban don irin waɗannan samfuran, dabaru mai sauƙi ne kuma bayyananne - waɗannan mutanen ba su san yadda ake ƙirga kuɗi ba, don haka kuna buƙatar yin wannan. tare da su.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

A MegaFon, akasin haka, suna amfani da taurari da yawa, suna canza su lokaci zuwa lokaci, akwai Urgant da sauran 'yan wasan kwaikwayo.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair Armchair analytics # 103. Me ya sa Rashawa ba sa son tallan tallan taurari

Nagiev shine gwarzo a MTS a yau, kuma kafin wannan Valuev.

Armchair analytics #103. Me ya sa Rashawa ba sa son taurarin da tallata iri Armchair

Masu gudanar da ayyukan sun haxu a kan yadda suka dade suna amfani da hotunan mashahuran mutane tare da daidaita su da bukatunsu, wato suna danne iyakar abin da zai yiwu ta hanyar hadin gwiwa. Wani lokaci wannan yakan haifar da rikice-rikice masu ban dariya, don haka MegaFon ya yanke shawarar yin wasa a kan masu fafatawa, kuma, bayan harbi bidiyo tare da Steven Seagal, kamar yadda hooligans wanda ya tsorata, sun nuna 'yan wasan kwaikwayo masu kama da Nagiyev (kusan cikakken kwafin) da Svetlakov (dangi). kama)

Armchair analytics # 103. Me ya sa Rashawa ba sa son taurari waɗanda tallata alamu

Akasin haka, Tele2 yana gina asalinsa akan ƙin yin amfani da mashahuran mutane a cikin tallan su, ku tuna bidiyon da suka yi magana game da wannan? Amma wannan musun shine juzu'in labarin daidai, ba tare da ayyukan wasu masu aiki tare da mashahuran mutane ba, ba zai yiwu ba.

Kamar yadda kuke gani a misalan, nasarar da jakadan tambarin ke samu ya dogara kai tsaye kan yadda ake zabar shi a kamfani, yadda suke tunkarar wannan lamari a tsanake. Zaɓin nasara-nasara shine ƙirƙirar ba lokaci ɗaya ba, amma tallace-tallace na jere da mai da hankali kan ban dariya. A daya-lokaci bayyanar wani celebrity warms rayuka da hannayensu na marketing sashen more, kuma ba ya aiki ko kadan don ƙara iri hasashe. Kusan koyaushe muna haɗuwa da jakadan alama tare da mashahurai, amma misalin da ke sama ya nuna cewa a aikace za su iya zama mutanen da ba a san su ba, amma suna da wani nauyi a cikin masu sauraron da aka yi niyya. Wannan shugabanci na tallace-tallace a Rasha kusan ba a bayyana shi ba, 'yan mutane suna tunani game da shi, kuma mutanen da ke iya ƙirƙirar irin waɗannan kayayyaki ba su da sauri don raba su a fili, suna adana asirin don amfanin kansu, ko da yake babu wani sirri na musamman a nan.

A al'adance, ina so in tambaye ku, yaya kuke ji game da jakadun alama? Shin yana ba ku cin hanci cewa shahararrun mutane suna yin talla? Wace celebrity talla ce ta taba ku, wanne ya bata miki rai? Faɗa mana game da ra'ayoyin ku da abubuwan da kuka samu daga irin wannan tallace-tallace tare da jakadun alama. Na gode.

Nazarin kujera #103. Me yasa a Rasha ba sa son alamun tallan taurari

An haifi ra'ayin wannan batu ne bayan Neffos (tambarin TP-Link don wayoyin hannu) ya gabatar da wasu sabbin samfuran su a otal ɗin gaye na Four Seasons Hotel a Moscow. Bugu da ƙari, zaɓin wuri, abin mamaki ne cewa TP-Link ya yi la'akari da cewa ya zama dole kuma ya dace don zaɓar fuskar alamar mawaƙin Rasha Bilan. Wannan shi ne abin da na kira ‘yan kasuwa, idan kamfani ya kashe mafi yawan kasafin kudin sa na kasuwanci na tsawon shekara guda a rana daya sannan kuma ya sami matsala mai tsanani ta hanyar sadarwa a kasuwa. Bari mu gano tare da abin da ke da kyau game da samun “tauraro” a matsayin jakadan alama ko kuma nuna cewa yana amfani da samfuran wata alama, kuma mu shiga cikin talla.

An haifi ra'ayin wannan batu ne bayan Neffos (tambarin kasuwanci na TP-Link don wayoyin hannu) ya gabatar da wasu sabbin samfuran sa a otal ɗin na zamani Four Seasons Hotel a Moscow. Bugu da ƙari, zaɓin wuri, abin mamaki ne cewa TP-Link ya yi la'akari da cewa ya zama dole kuma ya dace don zaɓar fuskar alamar mawaƙin Rasha Bilan. Wannan shi ne abin da na kira ‘yan kasuwa, idan kamfani ya kashe mafi yawan kasafin kudin sa na kasuwanci na tsawon shekara guda a rana daya sannan kuma ya sami matsala mai tsanani ta hanyar sadarwa a kasuwa. Bari mu gano tare da abin da ke da kyau game da samun "tauraro" a matsayin jakadiyar alama ko nuna cewa tana amfani da samfurori na wani nau'i, kuma
kuma ya shiga cikin talla.

A kowace kasa akwai wasu sifofi na hasashe tauraro, inda sukan durkusar da ’yan wasa, amma suna mu’amala da ’yan wasa a sanyaye, inda suke daukaka su duka biyun. Tunanin yin amfani da shahararrun mutane don tallata samfuran ku ba sabon abu bane, an yi amfani da shi sama da shekaru ɗari a cikin bambancin daban-daban. Amma kawai a cikin marigayi 90s, tare da ci gaban tallace-tallace da kuma ƙarfafa ra'ayi na samfurori, jakadun alama sun bayyana, wato, mutanen da suke amfani da tasirin su don jawo hankali ga wani nau'i na musamman. Sau da yawa, muna nufin cewa sanannen mutum ya zama jakadan alama, misali, ɗan wasan fim, ɗan wasa, mai zanen kaya ko mawaƙa. Mafi sau da yawa, wannan shi ne ainihin abin da yake, amma babu wanda ya hana yin amfani da mutanen da ba su yi suna ba a matsayin jakadan alama, ba su da farin jini sosai.

A Rasha, ƙayyadaddun kasuwar alamar ta ta'allaka ne ta fuskoki biyu. Na farko, mai siye na Rasha yana son alamu, yana mai da hankali kan su kuma, lokacin da zabar samfurori guda biyu, ya fi son alamar da aka ji, yana shirye ya biya bashin don alamar da, a ka'idar, tabbatar da mafi kyawun inganci. Wannan yana bayyana nasarar Apple, Samsung, da kuma manyan tallace-tallace na kayan alatu, irin su Vertu. A cikin ƙungiyoyin jama'a daban-daban, adadin waɗanda ke saye na hankali da waɗanda ke da alamar alama na iya bambanta sosai, wasu ba su da kiba, kuma suna zaɓar samfuran bisa ga kasafin kuɗin su. Amma a nan ba muna magana ne game da halin hankali na mai siye ba, amma game da wanda aka tilasta. Tare da bayyanar isassun kuɗi, waɗannan mutanen nan da nan suka fara kewaya samfuran, zaɓi samfuran “mai kyau”.

Bangare na biyu shi ne sabani wanda, a kallo na farko, ba a iya warwarewa. Nazarin abubuwan da aka zaɓa na masu siye na Rasha sun nuna cewa suna da mummunan hali ga mafi yawan tsarin talla da talla kamar haka. Mutane sun ce talla ba ta yin tasiri ga zaɓin su, haka kuma, suna jayayya cewa samfuran da aka tallata sukan sami sifofi mara kyau a gare su (ba za su tallata samfur mai kyau ba!). A aikace, duk abin da yake daidai da akasin haka, a cikin kayan lantarki yakin tarayya a kan talabijin yana ƙaruwa da tallace-tallace ta hanyar 30-35% a matsakaici, babban yakin akan Intanet yana ba da kwatankwacin, idan ba sakamako mafi kyau ba. Ina kiran wannan da McDonalds paradox, a cikin kalmomi ba wanda ya taɓa zuwa gare ta, amma a lokaci guda waɗannan kantunan abinci masu sauri suna cika da mutane akai-akai. Daidai wannan abu tare da talla, babu wanda ke kallon shi, sauraron shi, ba ya gane shi - amma yana aiki. Ga alama a gare ni cewa waɗannan ƙwaƙƙwarar hankalin masu amfani ne waɗanda ke da matukar tsoron cewa wani zai ɗauki su dogara, ƙarƙashin rinjayar waje. Wani lokaci yakan kai ga bayyana mahimmanci lokacin da mutane suka ga tallace-tallace a cikin komai - a cikin alamar da aka zana a kan shinge, a cikin hoton da aka buga a cikin mujallu, ko kuma jaket da aka jefa a kan rataye da ke haskakawa a cikin tashar labarai. Mutanen da ke zargin talla a cikin komai, abin banƙyama, sun fi fuskantar tasirin sa, kodayake a cikin kalmomi sun musanta wannan keɓantacce nasu. Anan akwai irin wannan paradox.Abin mamaki ne cewa irin waɗannan ƙasashe kamar China, Koriya ta Kudu, tsoffin jumhuriyar Tarayyar Soviet sun yi daidai da Rasha a wannan fanni na halayen masu amfani, amma idan aka ci gaba da tafiya zuwa Yamma, ƙarancin wannan tasirin zai bayyana kansa. Daga abin da za mu iya yanke shawarar cewa wannan siffa ta kasance zuwa wani yanki na Asiya, wanda ke cikin wannan wayewar, kuma Rasha, kamar yadda ta saba, tana tsaye a kan mararraba, tana sha da yawa daga Asiya, ciki har da wannan. Har yanzu, ana iya samun misalan wannan hali a ko'ina cikin duniya, ya bambanta da yawan masu amfani da shi. Sin da Rasha misalai ne na zahiri na jari-hujja da aka gina bisa soyayyar kayayyaki, amma wannan labari ne na daban wanda ke bukatar a tattauna dalla-dalla dalla-dalla.

Gina alama aiki ne mai yawa, wanda ya haɗa da ba kawai ƙirƙirar samfuri mai ban sha'awa da inganci, sabis ko sabis ba, har ma da haɓakarsa, ta hanyar hanyoyin talla na gargajiya da kuma taimakon wakilai masu tasiri, wanda hada da jakadun alama. Alal misali, a cikin 1990s, an bayyana cibiyoyin tsarin iyali a Rasha waɗanda ke koyar da yara makaranta game da hana haihuwa, magana game da rayuwar jima'i, kuma wasu makarantu ma sun gabatar da ƙarin darussan zaɓi na wannan. Tallafin irin wadannan cibiyoyin bai fito daga kasafin kudin jihar ba, manyan kamfanonin harhada magunguna ne suka ba su tallafi. Amfaninsu a bayyane yake, suna da sha'awar haɓaka matakin ilimin samari, ta yadda ba a sami ciki mai haɗari ba. Babu tallan maganin hana haihuwa kai tsaye ko makamancin haka, babu tayin kaya ga yaran makaranta, kawai shawarwari. A asibitocin haihuwa, an bude cibiyoyin kayyade iyali, inda aka riga aka bayyana fa'ida da rashin amfani da magungunan hana daukar ciki a wajen liyafar, kuma likitan ya zabi mafi kyawun zabin, a ka'ida, wadannan kwayoyi ne daga kamfanin da ya dauki nauyin wannan labari ta hanyar daya. ko kuma wani.

Sai na yi mamakin irin karimcin da kamfanonin harhada magunguna ke yi, me ya sa suke yin abin da ya dace kuma gaba daya, menene sha'awar su ta kudi. A daya daga cikin tattaunawar, likitan irin wannan shawarwarin ya ba da hujjojin da ba su bayyana a gare ni ba, amma sun ba da haske game da batun tattalin arziki:

  • Tallan kai tsaye na maganin hana haihuwa ba koyaushe yake tasiri ba kuma doka ta ba da izini, akwai hani da yawa;
  • Magungunan hana daukar ciki a nau’in allunan suna bukatar sanin ilimin hanyoyin hana haihuwa daga bangaren mace da kuma zabin da ya dace, wannan ilimin dole ne a sanya shi a makaranta;
  • Duk wani ciki da wuri, kamar haihuwa kafin ya kai shekara 20, abokin ciniki ne da ba a so ga kamfanin harhada magunguna, kuma yana yiwuwa ya faru na dogon lokaci kamar yadda ake zabar sauran hanyoyin hana haihuwa.

Na tuna da wannan shirin ta yadda ake amfani da yara matasa a matsayin jakadun alama, mutane masu shekaru 20-22, suna koyar da tushen jima'i a makarantu. Yaran suna da malami namiji, ’yan mata kuma suna da malama mace, darussa sun bambanta. Zaɓin ɗalibai ya kasance saboda gaskiyar cewa sun zama shugabanni na yau da kullun ga ƴan makaranta, har zuwa wani lokaci sun zama abin koyi, kuma suna da gogewa na rayuwar “babba”. Waɗannan mutane sun kasance kusa da yuwuwar samari, kamar dai sun riga sun kasance manya kuma sun ɗanɗana rayuwar, amma ba ma tsufa ba kuma, wataƙila, suna raba dabi'unsu. Wannan wani misali ne na shirin da aka yi wa Rasha daga gogewar ƙasashen Turai, kuma ya zama mai tasiri.

Kamar yadda kake gani, jakadan tambari ba lallai ne ya zama tauraro ba, yana iya zama saurayi ko yarinya makwabci, kamfanoni da yawa ma suna bin wannan dabarar. Bugu da ƙari, a matsayin mai mulkin, wannan dabarun yana da fa'ida ga taro, shahararrun samfuran. Na ji dadin kamfen na HTC, wanda ya kasance a kasar Rasha, lokacin da masu amfani da wayoyin salula na HTC suka aika musu da hotonsu da bayanin abin da wadannan wayoyin ke da amfani a gare su, kuma kamfanin ya sanya fuskokin mutane da bayanansu a kan allunan tallace-tallace a garuruwa daban-daban. Duk waɗannan mutane sun zama jakadun alamar HTC, irin sanannen matsayi.

Sai dai mu’amalar kamfanoni da shahararrun mutane, kamar yadda ake kiransu, mashahurai (masu shahara, ko “masu warkarwa” a takaice) wanda aka fi sani da shi. Ga kamfanonin Rasha, yin amfani da mashahuran mutane a cikin tallace-tallace da sadarwa tare da mabukaci wani lokaci ya zama ƙarshen kansa ko rufe nasu rauni. Yi tunanin tallan bankin Trust wanda Bruce Willis ya fito a ciki. Hakan bai taimaka wa bankin Trust ya tsira ba, amma sun yi nasarar zubewa.

Tushen dalilin da yasa kamfanoni ke jan hankalin mashahurai shine yin amfani da nauyin watsa labarun su don jawo hankali (ko mai yiwuwa ya janye hankali). Ana tsammanin cewa mashahuran da ke amfani da wayar alamar X na iya haɓaka hangen nesa zuwa sabon matsayi, wanda hakan zai haifar da haɓaka tallace-tallace na gaba. Babu wanda ya taɓa yin la'akari kai tsaye tasirin shahararrun mashahuran tallace-tallace a kan tallace-tallace, a matsayin mai mulkin, yana da wuya a auna sakamakon, wanda ya haifar da filin da ya dace don cin zarafi a cikin kamfanoni. Wani labari na yau da kullun yana tafiya kamar haka: kamfani yana gayyatar wani mashahuri don tallata, sashen tallace-tallace ya ba da rahoton cewa hulɗar ta tafi daidai, kuma a cikin rayuwa ta gaske mashahuran na ci gaba da yin amfani da samfuran wasu kamfanoni, wanda 'yan jarida da masu amfani suka lura da sauri. A saboda wannan dalili ne ake samun hukunci a cikin kwangila don rage yuwuwar rage darajar saka hannun jari a talla tare da mashahuri. Na kalli idona yadda, a wajen gabatar da Samsung a kasar Rasha, wani shahararren dan wasan kwaikwayo ya nuna wayarsa ta Samsung, kuma a lokacin da ‘yan matan suka bukaci a dauki hoto da su, sai ya zaro iPhone dinsa daga aljihunsa, tare da raka shi duka da kalmar. : "Allah ya san yadda komai ke aiki akan hakan, ni ma ban kafa shi ba." Samsung's draconian celebrity contract penalties ya zo bayan wannan labarin.

Ma'anar ma'amala tsakanin mashahurai da alama ba kawai talla ba ne, amma nunin cewa kayayyaki wani bangare ne na hoto da rayuwar yau da kullun. 'Yan wasan kwaikwayo da gidajen kayan gargajiya suna da haɗin gwiwa mai nasara, misali, Jennifer Lawrence (kun san daga fina-finan Mockingjay) ya zama fuskar gidan Dior.

A bayyane yake cewa tana shiga cikin hotunan tallan tallace-tallace, flickers a kan tallan talla a duniya (yana da wahala sau da yawa a gane ta a cikin hotuna, a ka'ida, kowa na iya kasancewa a wurinta), amma kuma tana amfani da kayan haɗin Dior akai-akai. kuma yana nuna su a cikin rayuwar yau da kullum. Ga masu kera na'urorin lantarki, irin su wayoyin hannu, wannan misali ne na kyakkyawar mu'amalar da ya kamata a yi la'akari da ita.

Amma menene munanan misalai? Anan ya zama dole don haskaka mahimman fasalin - zaɓin mutum da nauyin watsa labarai, idan za su yi amfani da shi wajen tallan kamfani da samfuransa. Ba koyaushe nauyin watsa labaru shine kawai mai nuna alama ba, kalli hulɗar Neffos tare da Bilan, mawaƙin ya buga iPhone da aka lalata kuma ya yi alkawarin cewa zai yi amfani da wayar hannu daga Neffos. A bayyane yake cewa hakan bai faru ba, kuma masu sauraro ba su fahimci hakan a matsayin gaskiya ba. Haɗuwa da alamar Neffos da Bilan de facto ba su faru ba, a gaskiya wannan labari ne na lokaci ɗaya, suna faruwa tare da adadin mitar lokacin da kamfani ke da kasafin kuɗi don gabatarwa na lokaci guda tare da tauraro kuma shi. alama ga wani cewa wannan kyakkyawan ra'ayi ne. Amma ni, wannan ra'ayi ne na dala miliyan - kuma miliyan ya kashe matsakaici kuma babu inda. Wani hasarar kai tsaye ita ce hukumomin talla, suna lura da kashe kuɗi marasa tunani akan mashahuran mutane, sun fara saita farashi daban-daban don irin waɗannan samfuran, dabaru mai sauƙi ne kuma bayyananne - waɗannan mutanen ba su san yadda ake ƙirga kuɗi ba, don haka kuna buƙatar yin wannan. tare da su.

Wani misali daga aikin Rasha shine kamfanin ZTE da Garik Martirosyan, fuskar alamar. An san shi da Comedy Club, ba a haɗa shi da kayan lantarki ta kowace hanya, kuma hoton da aka zaba masa a cikin talla yana da ban mamaki - wani mutum na gabas a cikin tabarau masu salo da kwat da wando, tallace-tallace na yau da kullum a cikin kantin sayar da kayayyaki na kasuwa. Emirates, amma menene irin wannan tallan ke yi a Rasha?

Gaskiyar cewa hulɗar da ke tsakanin ZTE da Martirosyan ba aiki ne na lokaci ɗaya ba, amma na dindindin, da gaske ba ya canza komai, an zaɓi mashahurin ba tare da ma'ana ba kuma bai kawo wani karuwa ga fahimtar alamar ZTE ba.

A cikin kasuwar sadarwa, masu amfani da wayar hannu sun koyi aiki da kyau tare da taurari, koyaushe suna amfani da shahararrun mutane a cikin sadarwar su. Alal misali, a cikin Beeline Svetlakov, wanda ya bayyana a cikin hotuna daban-daban, ra'ayin jarumi Svetlakov yana canzawa kullum, amma ko da yaushe hoto ne mai haske, haske da fahimta.

A MegaFon, akasin haka, suna amfani da taurari da yawa, suna canza su lokaci zuwa lokaci, akwai Urgant da sauran 'yan wasan kwaikwayo.

A cikin MTS, Nagiyev shine gwarzo a yau, kuma kafin wannan Valuev.

Masu gudanar da ayyukan sun haxu a kan yadda suka dade suna amfani da hotunan mashahuran mutane tare da daidaita su da bukatunsu, wato suna danne iyakar abin da zai yiwu ta hanyar hadin gwiwa. Wani lokaci wannan yakan haifar da rikice-rikice masu ban dariya, don haka MegaFon ya yanke shawarar yin wasa a kan masu fafatawa, kuma, bayan harbi bidiyo tare da Steven Seagal, kamar yadda hooligans wanda ya tsorata, sun nuna 'yan wasan kwaikwayo masu kama da Nagiyev (kusan cikakken kwafin) da Svetlakov (dangi). kama)

Akasin haka, Tele2 yana gina asalinsa akan ƙin yin amfani da mashahuran mutane a cikin tallan su, ku tuna bidiyon da suka yi magana game da wannan? Amma wannan musun shine juzu'in labarin daidai, ba tare da ayyukan wasu masu aiki tare da mashahuran mutane ba, ba zai yiwu ba.

Kamar yadda kuke gani a misalan, nasarar da jakadan tambarin ke samu ya dogara kai tsaye kan yadda ake zabar shi a kamfani, yadda suke tunkarar wannan lamari a tsanake. Zaɓin nasara-nasara shine ƙirƙirar ba lokaci ɗaya ba, amma tallace-tallace na jere da mai da hankali kan ban dariya. A daya-lokaci bayyanar wani celebrity warms rayuka da hannayensu na marketing sashen more, kuma ba ya aiki ko kadan don ƙara iri hasashe. Kusan koyaushe muna haɗuwa da jakadan alama tare da mashahurai, amma misalin da ke sama ya nuna cewa a aikace za su iya zama mutanen da ba a san su ba, amma suna da wani nauyi a cikin masu sauraron da aka yi niyya. Wannan shugabanci na tallace-tallace a Rasha kusan ba a bayyana shi ba, 'yan mutane suna tunani game da shi, kuma mutanen da ke iya ƙirƙirar irin waɗannan kayayyaki ba su da sauri don raba su a fili, suna adana asirin don amfanin kansu, ko da yake babu wani sirri na musamman a nan.