Page 212 - DHIN504_ANUVAAD_EVAM_KAARYALYI_HINDI

bdkbZµ16% foKkiu ys[ku] vuqLekjd

dqN fo}ku~ foKkiu dks ^vH;FkZuk* vkSj ^vihy* Hkh dgrs gSa] rks dqN yksx bls vius vki esa l'kDr “Media— uksV
ekè;e” dgrs gSaA cgjgky] bruk r; gS fd foKkiu laiz"k.k ekè;e dh J`a[kyk dk ,d cgqr gh egÙoiw.kZ vax
vkSj iM+ko gS] D;ksafd] (1) Advertising informs the buyers about the existence of products, its features,
its benefits and its availability, (2) Advertising offers an incentive to buy by making several direct
offers like price—offers or exchange offer, (3) Advertising provokes us to try the product and once
reminds us about its benefits, (4) Advertising builds brands, gives image and personality to the
brand and distinguish them from competitive brands. It creates brands equity, (5) Advertising helps
us to choose out of several brands available. It thus contributes to our brand preference and brand
loyalty rFkk (6) Advertising, being mass communication, is the most cost effective way to reach our
consumers. It reduces the selling cost, cgjgky] foKkiu ftu dqN izeq[k ekè;eksa ds }kjk miHkksDrk ds le{k
viuh 'kDy&'kchg fn[kkrk gS] os bl izdkj gSa&

(1) eqfnzr ekè;e
(v) lekpkj i=k&(d)nSfud] ([k) lkIrkfgd]

(vk) lkof/ if=kdk,¡&(d) Lekfjdk] ([k) ekfld] (x) =kSekfld] (?k) okf"kZd]

(b) vfu;rdkyhu&(d)Lekfjdk] ([k) fof'k"V vad] (x) iksLVlZ] (?k) czkaplZ] (p) gS.Mfcy]
(N) iSEiQysV~lA
(2) bysDVªWkfud ekè;e

(v) vkdk'kok.kh] (vk) nwjn'kZu] (b) ohfM;ks fiQYe@fLVªIl] (bZ) y?kq fiQYesa] (m) iQksVksxzkiQhA

(3) foKkiu ekè;e
(v) vUr% foKkiu O;oLFkk&(i) lekpkj i=k] (ii) i=k&if=kdk,¡] (iii) Lekfjdk,¡] (iv) okf"kZd izxfr fooj.kA

(vk) ckg~; foKkiu O;oLFkk&(d) lkbV] ([k) nhoky] (x) ;krk;kr lk/u&(i) cl] (ii) jsy] (?k) fLFkj
fpf=kr lk/u] (iii) jsyos IysViQkeZ] (iv) jksMost IysViQkeZ rFkk (v) flVh cl LVS.M~l] (vi) rkj ds [kEHks]
(vii) fctyh ds [kEHksA

(4) lwpuk ekè;e
(v) laoknnkrk lEesyu] (vk) LFkkuh; Lrj ij lekpkj izsj.kk] (b) laoknnkrk vkfrè; rFkk (bZ) O;fDrxr
laidZA

(5) tulaidZ ekè;e

(v) O;fDrxr laidZ&(i) laoknnkrk] (ii) {ks=kh; dk;ZdrkZvksa dk izf'k{k.k] (iii) izpkjkRed fiQYesaA
(vk) lkewfgd laidZ&(i) yksdksRloksa esa laidZ] (ii) esyksa esa laidZ] (iii) lkIrkfgd gkV&cktkjksa esa laidZA

tkfgj gS] eqfnzr ekè;eksa esa nSfud] lkIrkfgd] ikf{kd] ekfld] =kSekfld] prqekZfld] i=k&if=kdk,¡ gh eq[; :i
ls lfEefyr dh tkrh gSaA igys dh rqyuk esa 'kgjksa dh rjg xk¡o dk FkksM+k&lk Hkh lk{kj O;fDr i=k&if=kdkvksa
dk tkx:d vkSj fu;fer ikBd gks x;k gSA mls lqcg dh pk; ds lkFk ckSf¼d Hkw[k feVkus ds fy, ,d gkFk
esa v[kckj Hkh pkfg,A v[kckj esa lekpkjksa dks i<+rs&i<+rs mldh fuxkg mlesa Nis foKkiuksa ij tkrh gSA ;s foKkiu
lekpkj i=k dh vk; ds eq[; lk/u gksrs gSaA lekpkj vkSj if=kdk,¡ ;fn jk"Vªh; Lrj dh psgjk okyh gksrh gSa] rks
buesa foKkiu NikbZ dk ewY; T;knk gksrk gSA oLrqr% lekpkj i=kksa dh vk; ds nks lzksr gSa&,d] foKkiuksa ls gksus
okyh vk; vkSj nwljs] eqfnzr izfr;ksa dh fcØh ls gksus okyh vk;A vke rkSj ij lekpkj&i=kksa dh dqy vk; dk

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