Marketing umculo umkhakha izindlela, amasu, zinhlelo

Umncintiswano kwezokuzijabulisa kuye kwasho ukuthi kukhona ukuthengisa ngemboni yomculo. Lapho audioiskusstvo baba emkhakheni kohwebo, amathuluzi adingekayo ukuthuthukisa imikhiqizo yabo. Marketing umculo kusekelwe amasu bendabuko kanye nezindlela, kodwa ngokuqinisekile has a lot of izici ezithile kanye izici.

Umqondo ukumaketha

Ukuhlanganisa lezi zingosi ukukhiqizwa, ukukhululwa ezingasho eliphezulu izimpahla kuholela yokuthi imizamo ekhethekile ayadingeka ukuze kubekhona umthengi. Nge ukwanda komkhiqizo zenzeke kuqala ukumaketha umqondo. It ekuqaleni okuhloswe ngazo ukuthuthukisa umkhiqizo kanye ukukhiqizwa, kodwa kancane kancane kwakheka nombono wanamuhla ukuthuthukiswa njengoba umsebenzi okhethekile eziqondiswe ekuhlangabezeni izidingo ngokusebenzisa exchange. Namuhla, ngaphansi ukumaketha libhekisela ukuxhumana obukhethekile phakathi umkhiqizi kanye umthengi, okuholela kuze kwaneliseke izidingo. It ihlose ukusiza umthengi nomthengisi ukuze bafinyelele imigomo yabo. Ngalo mqondo, ukumaketha embonini yomculo, futhi kuyinto nokuxhumana ethize phakathi umkhiqizi kanye umthengi. Producer okunikezwayo emakethe umsindo wokukhala kuzovumela abafundi ukuba anakekele izidingo zawo.

Ukubukeka ukumaketha umculo

Ukuvela umculo ukumaketha lihlotshaniswa kumiswa ukuzijabulisa nokungcebeleka. Lapho sphere show ibhizinisi lapho abantu imali ukuhlinzekwa kwezinsizakalo ukuzijabulisa, futhi kukhona isidingo ukukhulisa ahlangane izidingo emakethe. Umncintiswano ngaphezulu lukhula, ngakho babesizwa kakhulu isidingo kwenziwe kuzo imizamo ekhethekile ukusebenzisa umkhiqizo wadala. umculo ukumaketha iziqalo kungatholakala ngisho endulo. Ngokwesibonelo, ubaba Mozart yakhonza, eqinisweni, umculi umkhiqizi umsebenzi: wakhetha lo repertoire, olwenziwa tinhlelo tekufinyelela ebantfwini, ukuze ahlele amakhonsathi. Umqambi futhi umculi yindlela inzuzo futhi ukuhlangabezana nezidingo lomphakathi yokuzijabulisa. Kodwa ngomqondo ogcwele ukumaketha izwi umculo kubonakala kuphela ukuthuthukiswa eliphezulu nemboni yezikaqedisizungu. Kuphela glut emakethe futhi umncintiswano omkhulu kuphakama, cabanga ukukhuthazwa umkhiqizo zomculo.

Kumiswa ngemboni yomculo

Bonisa ibhizinisi kuhlanganisa izimboni eziningana: cinema, yaseshashalazini, umbukwane, umculo. umkhakha lomsindo - igatsha umnotho wezwe, okwenza inzuzo Ukusebenzisa umkhiqizo umculo noma isevisi. Umuntu uzizwa isidingo ukulalela umculo kusukela ezikhathini zasendulo impela, lo mkhuba nethonya layo psyche bengayiqondi ngokugcwele. Nokho, kusobala ukuthi buhlobene eduze imizwa, okuyizinto ekujuleni zokuphila kwabantu. Kuyinto nabo bese ucoca ukubaluleka umculo ekuphileni kobuntu. Uma kukhona isidingo, khona-ke, kusobala, kukhona sipho. Imboni umculo uya kanye ezingafinyelelwa ukusatshalaliswa kwenqwaba yemilayezo imikhiqizo alalelwayo, okungukuthi, kanye intuthuko kwezobuchwepheshe. Bonisa ibhizinisi livela ne izibuko yomphakathi, abacwaningi izincazelo ezahlukene usuku lokuzalwa kwakhe, kusukela XI kuya kweleshumi XIX. Kodwa njengoba umthetho wokuqala elawula inhlangano imibukiso yomphakathi, uvele kuphela phakathi kwekhulu XIX, kuvela lokhu ngokwesiko Ubala. Kumiswa umkhakha umculo leholele yerekhodi gramophone oqala ukusabalalisa umculo umkhiqizo uquqaba. Ukulandela izinyathelo wamavukelambuso elihlobene ne ukuvela lavela emisakazweni nakumathelevishini. Ngenxa yalokho, lo umkhakha buthola umfutho, abathwali umsindo ayathuthuka, okwandisa kwegazi kanye nokuncintisana. Minyaka yonke, emakethe embonini yomculo liyaqhubeka landa ngumuntu amaphesenti ambalwa, ikakhulukazi ukukhula olubonakalayo ingxenye Inthanethi. Namuhla, ngaphandle ukukhuthazwa akunakwenzeka liqalise noma iyiphi iphrojekthi zomculo, ngisho nabadlali abanethalente kakhulu.

Umculo njengoba lezimpahla

Izingoma audioproizvedeny ukusebenza, amaqembu omculo futhi soloists ngosizo inzuzo. Isici umculo njengendlela into yephromoshini ukuthi kucishe kube njalo kokubili izakhiwo izimpahla namasevisi kuhlanganiswe. imikhiqizo Umsindo kufanele kuhlangatshezwane nesidingo isilaleli abe izinga elithile futhi intengo okuhambisanayo, kwakufanele kube njalo isithunzi nokubaluleka umthengi, njenganoma iyiphi lezimpahla. Ngaphezu kwalokho, umculo, njengoba isevisi nolimi kusukela umculi, kuba angaphatheki, umphumela ukusetshenziswa kwalo akunakwenzeka ukubikezela. Kulokhu, imikhiqizo audio kuyinto lezimpahla, njengoba has intengo, ikhwalithi onganelisa nezidingo nezimfuno ukukhuthazwa kusukela umkhiqizi umthengi.

Lomsebenzi: Producer

A indima ebalulekile ekudalweni futhi intuthuko umculo umkhiqizo kudlala umkhiqizi zomculo. Yena ekhululeka umkhiqizo, ukukhethela umculi kanye impahla ngokuhambisana nezidingo emakethe. He is kahle ukuthambekela emakethe ezingase zithinte okuthandwa nezifiso zomphakathi, uyakwazi landulele nezidingo zezilaleli. Umculo umkhiqizi inanokwaziswa ukwakha umkhiqizo, ke yindlela ukuthenga umculo, imibhalo, umsebenzi okhokhela abadlali kanye nabasebenzi eyayihambisana nalo. Futhi omunye umsebenzi obalulekile umkhiqizi - wukuqinisekisa umkhiqizo yokuthengisa, uhlela imisebenzi marketing, uhlela izinkambo nasemakhonsathini. Producer - unendima eyinhloko ngemboni yomculo, nguye onguchwepheshe ukumaketha kanye nokuphathwa ngesikhathi esifanayo.

Emigomweni ukumaketha

Marketing umculo umkhakha, njenganoma iyiphi enye, has umgomo oyinhloko - ukwandisa yokuthengisa. Kodwa ukuze kwandiswe ngokufunwa, kubalulekile ukuba ukuxazulula imisebenzi ehlobene. Kuvele inhloso ebalulekile ukumaketha umculo iyona nokusabalalisa ulwazi mayelana nomkhiqizo kanye umculi. Kuphela ukuqaphela okusezingeni eliphezulu kungaholela ukuthenga. Omunye umsebenzi ukumaketha - ukwakha umkhiqizo nezidingo isilaleli. Ngakho-ke, umculi ngamunye akumelwe nje abe izinga eyingqayizivele, kodwa futhi positioning esiyingqayizivele. Umculo Marketing kumelwe silondoloze zokuxhumana njalo phakathi isilaleli kanye umculi, ukuthatha bangeniswa izinguquko akhawunti bezibona umkhiqizo, ukukhiqiza ukwethembeka umkhiqizo ngumthengi.

Objects ukukhuthazwa

Kukhona izindawo eziningana ekugqugquzeleni umculo nokumaketha. Ngokuyinhloko, lokhu umculi noma band. Lapho emakethe umculo livela igama elisha, ukumaketha imisebenzi ukudala ukuqapha kanti nabantu abahlosiwe. amaqembu Promotion futhi soloists iqala neqiniso ukuthi ithuthukiswe ukuma, futhi kwakhiwa zokuxhumana bese kuhlelwa kuphela futhi kwavusa funa. Umculi futhi idinga imikhiqizo, njalo umculi esifisa abe brand, ngoba kuholela njalo yokuthengisa okusezingeni eliphezulu. Libuye into ukukhuthazwa kungaba imikhiqizo audio. I-albhamu, ikhonsathi, i-movie - konke lokhu kudinga ukucabanga kahle ukukhangisa uhlelo ukukhulisa okufunekayo inzuzo. Umculo hits avame ukuvela ngenxa yemizamo ukumaketha ngamabomu.

ukumaketha isu

uhlelo zokuthuthukisa umkhiqizo eside libizwa ukumaketha isu. Ukuze ukuthuthukisa isu, udinga ukuqonda kahle izimo emakethe futhi imininingwane yalolu ingxenye, esishukumisela izimpahla. Umculo Marketing njengoba umsebenzi othize angeke usebenzise yonke amasu ekhona marketing. It lidinga indlela ekhethekile kuzothatha ku izici akhawunti yomkhiqizo zomculo. Isu eyamukelekayo kakhulu sokukhula olunzulu, okuncike bathuthukisa imizamo marketing ezimakethe ezikhona. Kungenzeka futhi ukusebenzisa isu Ukungena shí emakethe, kulesi simo, izinhlelo zokumaketha ukuze sikhuthaze ukuthengwa kwezimpahla ngaphezulu, kanye nemikhiqizo ehlobene kanye nezinsizakalo. Isu kufanele abe nesandla eside uphoqe iba ngcono, ngakho emakethe umculo ingumfanekiso ebaluleke kakhulu umculi, okuyinto kumele uhlelwe ngekucophelela lokukhulu futhi zigcinwe.

Izethameli eziqondiwe ka umculo ukumaketha

Marketing umculo umkhakha kusekelwe umqondo emakethe izingxenye, okusho ukukhomba nezithameli ethize lapho futhi ithuthukiswe lo mkhiqizo. Kuchazwa ingxenye kubaluleke kakhulu ngempumelelo komkhiqizo marketing. Kwemihlambi izethameli eziqondiwe emakethe umculo uvame ukwenziwa nemingcele ezilandelayo: yobudala, ubulili kanye nendlela yokuphila. Kukhona umkhiqizo intsha, izingane kanye nabantu abavuthiwe, umculo kwabesilisa nabesifazane. Indlela Yokuphila, izithakazelo, okuthandwa nazo umbandela ukukhethwa kanti nabantu abahlosiwe. Siyabona ukuthi namuhla kuzo zonke izimakethe, kuhlanganise umculo, lapho demassifikatsiya, imikhiqizo ekhiqizwa izethameli ngokuya emincane. Ngakho, kukhona umculo kubalandeli of-Korean TV ewuchungechunge noma lelungiselelwe. Lokhu kukuvumela ukuthengisa izimpahla ngaphezulu.

izindlela ukukhuthazwa

Kukhona izindlela ezine eziyinhloko zokuqonda le injongo zokumaketha: it is inkanuko ngokufunwa, yokuthengisa eqondile, PR kanye nokukhangisa. Zonke izici ezine ukuxubana marketing asetshenziswe ukukhuthazwa umkhiqizo zomculo, kodwa ukukhangisa kanye nobudlelwano zomphakathi zisetshenziswa kakhulu ukudlula inkanuko funa. ukukhuthazwa isosha esihlatshelelwayo ngaphandle ukukhangisa nange-PR akunakwenzeka. Kuma-albha ukuthenga, udinga ukuqalisa ukuqwashisa kanye funa, futhi le njongo, izindlela ezifana ngqo abezindaba ukukhangisa - ukushicilelwa phambili ekukhulumeni kwabezindaba, kanye amathuluzi BTL - umcimbi-marketing, ukuxhumana ngokusebenzisa ukuxhumana nomphakathi, ukumaketha online.

Hlela ukuthuthukisa imikhiqizo umculo

Ngesisekelo ukumaketha isu akhethiwe, ekhiqizwa uhlelo ukukhuthaza umculi noma iqembu. Isinyathelo sokuqala siwukuba ukunquma ngenhloso ukukhuthazwa, kungaba, isibonelo, ukwakhiwa bokukhulisa noma nokugcina notoriety. Khona-ke imisebenzi kuhlelwe ezindaweni ezintathu: ukukhuthazwa (komkhiqizo okhokhelwe e ukusakazwa kamabonakude), emphakathini (ukudalwa umsindo ulwazi emhlabeni kwethulwa umkhiqizo ezinganekwaneni nokuhleba, ukwenza izingxoxo, ukubekwa le rankings in, ukudalwa izinto lesibonwa), ukusebenza (inhlangano zokuxhumana bukhoma phakathi ngomculi futhi le isilaleli, ukuhlela imicimbi ebukhoma, umbhalo wesandla amaseshini). amaqembu omculo futhi soloists kufanele sihlale phezu indlebe, ngakho udinga ukusebenzisa ezihlukahlukene esebenzisa ukukhangisa nange-PR ukuqinisekisa ubukhona njalo oPhethe ulwazi emkhakheni isilaleli.

Brands e umculo

Marketing e umculo ekuqaleni elihlobene ne-ukudalwa izinkanyezi, brand isb. Ukuze trust isilaleli obhekele, wazizwa uzwela kuye futhi udinga uthando lwakhe kufanele bacabangisise isithombe inkanyezi esizayo. amaqembu Promotion noma soloists iqala ukudalwa igama, okuyinto kumele iqukathe nefilosofi ezithile, isithembiso ku okuzokwenza kamuva ukuhlelwa ukuxhumana izilaleli. Isinyathelo esilandelayo - ukudalwa izindaba zomuntu siqu. Abalandeli bafuna ukwazi Thixo yabo bonke, ngakho qala ufuna ulwazi mayelana ngempilo yakhe yangasese, esikhathini esidlule, futhi umkhiqizi kufanele banakekele zidayiswa inganekwane. Ngokwesibonelo, iqembu mega-ethandwa edume "Ububele May" kwaba indaba mayelana izingane kusukela lezintandane, wanika iqembu i aura esingeziwe ukuzidabukela, futhi nomthelela ukuthandwa. Futhi, cabanga ukubukeka umculi, ukufanisa okulindelwe kanti nabantu abahlosiwe. Ngaphezu kwalokho, kufanele bahlanganise brand platform, umyalezo ukhiye ufuna zilondekile ikhanda okulalele. Ngokwesibonelo, Stas Mikhailov ibekwe njengoba umculi ukuvuthwa, abesifazane bahlukanisa, futhi lokhu inzuzo yayo yokuncintisana. Uma kuzo zonke izingxenye sha wadala, kubalulekile ukuba ehlelekile silondoloze isithombe ngomculi.

isipiliyoni Umhlaba umculo ukumaketha

Namuhla umculo hits zizalwa, sibonga hhayi kuphela ithalenta abaqambi kanye abadlali, kodwa ngaphezu kwakho konke sibonga imizamo abakhiqizi. umkhakha Modern esebeké inqubo inkanyezi lokuzalwa ekusakazeni. Yiqiniso, isiqalo udinga izinto onekhono, kodwa iningi badinga abakhiqizi abanekhono ujwayelene ngempumelelo izindlela marketing ukwenziwa umculo brand. Isibonelo esimangalisayo abakhiqizi msebenzi, isibonelo, Gaga, Dzhastin bieber noma iqembu "Viagra".