Page 208 - DHIN504_ANUVAAD_EVAM_KAARYALYI_HINDI

bdkbZµ16% foKkiu ys[ku] vuqLekjd

vkfn ds 'kh"kZi=k] iQkbyksa] iQuhZpj] dkj] Hkou] dkWih&fdrkc] LVs'kujh] foftfVax dkWMZ] uksfVl cksMZ vkSj deZpkfj;ksa uksV
dh ofnZ;ksa ij foKkiu] migkj dh oLrqvksa ij foKkiu&dqy feykdj [kMx~ esa] [kaHk esa] ty&Fky] uHk esa&dgk¡
ugha foKkiu\ pkjksa vksj ¶;s fny ek¡xs eksj¸ foKkiuA
foKkiu 'kCn laLd`r Hkk"kk dk gSA foKkiue~ ¾ uk&[fo $ K $ f.kp~ $ Y;qV~] iqdkjke%] vFkkZr~ ^fo* milxZ $ Kk
(tkuuk) /krq $ f.kp~ $ Y;qV~ izR;; ls ^foKkiu* 'kCn dh ltZuk gqbZ gS] ftldk vFkZ gksrk gS&lwpuk nsuk] lekèkku]
b'rsgkj] lekpkj i=kksa vkfn esa izpkj (Advertisement), fuosnu] izkFkZuk] f'k"V mfDr ;k laokn] o.kZu vkSj f'k{k.k
vkfnA egkdfo dkfynkl us bl 'kCn dk iz;ksx cgqr igys fd;k Fkk&
¶dky iz;qDrk [kyq dk;Zfof¼A
foKkiuk Hkr`Z"kq fl¼esfrAA¸
vkt ds cktkj dh lcls cM+h rkdr ;gh foKkiu gSA miHkksDrk] oLrq cktkj vkSj fuekZrk&bu lcds fy, foKkiu
vkt lk¡l dh rjg ekStw cu x;k gSA lp rks ;g gS fd foKkiu dk bfrgkl mruk gh iqjkuk gS ftruk ekuo lH;rk
dkA vkfndky ls ysdj vkt rd bl /jrh ij fdlh&u&fdlh :i esa foKkiu vfLrRo fo|eku jgk gSA ik"kk.k
;qx esa iRFkj vkSj /krq ds vkStkjksa ls vkfne O;fDr isM+ksa] pV~Vkuksa vkfn ij dqN eryc&cseryc okyh vkd`fr;k¡
cukdj vius vki dks foKkfir gh djrk FkkA bZlk ls iwoZ fo'o dh vusd lH;rkvksa esa ,sls mnkgj.k feyrs gSa]
ftuesa MqxMqxh ctkdj yksxksa dks bdV~Bk djds lwpuk nsus dh izFkk FkhA izkphu eafnj] Lekjd] egy] fijkfeM vkfn
lHkh muds fuekZrkvksa dh dykRedrk vkSj foKkiu vfHk#fp dk ladsr nsrs gSA

16-1 foKkiu ys[ku vkSj foKkiu ys&vkmV

tulapkj esa foKkiu dk fo'ks"k egÙo gSA vkt ds ;qx esa dksbZ Hkh laLFkk&pkgs og ljdkjh gS] vFkok xSj&ljdkjh
laxBu] foKkiu ds tknw ls cp ugha ldrhA foKkiu dk izeq[k mís'; fdlh lsok vFkok mRiknu dh fcØh gh ugha
gksrk] cfYd vius laxBu ;k laLFkk dh Nfo dk fuekZ.k djuk Hkh bldk ,d iz;kstu gksrk gSA tkfgj gS] ,slh fLFkfr
esa foKkiu ys[ku dk cgqr egÙo gSA foKkiu ds lkFk le;≤ ij ,d loky pLik dj fn;k tkrk gS fd
foKkiu dyk gS ;k O;olk;\ cgjgky] bldk mÙkj pkgs tks gks&ysfdu bruk r; gS fd Hkk"kk ds yfyr vkSj euksK
iz;ksx rFkk 'kSyh dh leFkZ fo/k vkSj pk#rk us foKkiu dks dykRed vfHkO;fDr rks fcuk uk&uqdqj ds cuk gh
fn;k gSA
njvly] foKkiu ys[ku ,d gquj gS] rduhd gS] lqUnj lyhdk gS] okfpd vk;ke dh ltZukRed dyk gSA foKkiu
pkgs&fizaV ehfM;k dk gks ;k bysDVªkWfud ehfM;k&jsfM;ks] fiQYe] nwjn'kZu dk ;k gksfM±x] iksLVj] b'rsgkj] nhokjksa ij
fy[kkbZ] gS.Mfcy] czks'kj] y?kq&iqfLrdkvksa] ukVd] xkuk] Hktu] equknh] dBiqryh] esys] uqekb'k }kjk gks jgk gks]
bldh izLrqfr ltho vkSj fpÙkkd"kZd gksuh pkfg,A blds fy, gesa foKkiu dh Hkk"kk] 'kSyh] oLrq] Øec¼rk]
n`';&fuekZ.k] dyk&foU;kl] fp=k] ekWMy] foKkiu ds fy, iz;ksx esa vkus okyh eqnz.k dyk vkfn dk è;ku j[kuk
pkfg,] D;ksafd bldk lh/k vlj] ikBd] Jksrk] miHkksDrk vkSj lkekU; tu ij iM+rk gSA vaxzsth ds ,d fo}ku
us foKkiu ys[ku ij izdk'k Mkyrs fy[kk gS fd lcls igys foKkiu ys[ku djosQ le; fuEu ckrksa dk [;ky djuk
pfg,&
1. Attention—Headlines and layout attract our attention.
2. Interest—Copy should create intrest in the product.
3. Desire—Advertising is to create a desire to process or own the Product or to avail the
services being offered e.g. Endorsemnts and testimonials.
4. Actions—The logical conclusion of interest arousal and conviction is the action to buy the p
roduct. To induce action, the message is repeated (frequency).
bl izdkj ,d vPNs vkSj Lrjh;&mRd`"V foKkiu ys[ku esa gesa 'kh"kZd (Headline), mi'kh"kdZ (Sub-Headline),

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