{"id":3438,"date":"2021-05-04T09:34:40","date_gmt":"2021-05-04T09:34:40","guid":{"rendered":"https:\/\/journalift.org\/ka-dicka-te-kalbur-ne-modelin-e-biznesit-te-bazuar-ne-reklamim\/"},"modified":"2021-07-01T13:04:55","modified_gmt":"2021-07-01T13:04:55","slug":"ka-dicka-te-kalbur-ne-modelin-e-biznesit-te-bazuar-ne-reklamim","status":"publish","type":"post","link":"https:\/\/journalift.org\/sq\/ka-dicka-te-kalbur-ne-modelin-e-biznesit-te-bazuar-ne-reklamim\/","title":{"rendered":"Ka di\u00e7ka t\u00eb kalbur n\u00eb modelin e biznesit t\u00eb bazuar n\u00eb reklamim"},"content":{"rendered":"\n

N\u00ebse kthejm\u00eb kok\u00ebn dhe shohim dekada, madje edhe shekuj m\u00eb par\u00eb, do t\u00eb v\u00ebm\u00eb re se mediat dhe reklamat jan\u00eb t\u00eb pandara. Kjo d\u00ebshmohet nga faktet historike q\u00eb flasin p\u00ebr zhvillimin e mediave t\u00eb mas\u00ebs dhe industris\u00eb s\u00eb reklamave. P\u00ebrmbajtja kryesore e nj\u00eb prej mediave t\u00eb para t\u00eb shkruara n\u00eb tok\u00ebn evropiane (Gazet, frengjisht: La Gazette), e cila u themelua n\u00eb vitin 1631 nga Teofrast Renado, p\u00ebrb\u00ebhej nga reklama t\u00eb vogla, respektivisht, oferta dhe k\u00ebrkesa individuale p\u00ebr mallra dhe sh\u00ebrbime t\u00eb ndryshme. Nga ana tjet\u00ebr, si shembuj t\u00eb par\u00eb t\u00eb reklamave komerciale (kompanit\u00eb n\u00eb rolin e reklamuesve) konsiderohen t\u00eb jen\u00eb reklamat e publikuara n\u00eb SHBA n\u00eb vitin1972, ku mes tyre edhe nj\u00eb publikim n\u00eb General Magazine t\u00eb themeluar nga Benjamin Franklin. Gjithashtu jemi t\u00eb vet\u00ebdijsh\u00ebm se zhvillimi eksponencial i mediave t\u00eb mas\u00ebs gjat\u00eb shekullit XX \u00ebsht\u00eb shtysa m\u00eb e r\u00ebnd\u00ebsishme p\u00ebr zhvillimin e industris\u00eb s\u00eb reklamave.<\/span><\/p>\n\n\n\n

Bazuar n\u00eb k\u00ebt\u00eb, \u00ebsht\u00eb e qart\u00eb se q\u00eb nga fillimi, s\u00eb pari mediat e shkruara dhe masmediat e tjera e konsideronin reklamimin si nj\u00eb nga burimet m\u00eb t\u00eb r\u00ebnd\u00ebsishme t\u00eb t\u00eb ardhurave. P\u00ebr m\u00eb shum\u00eb se nj\u00eb shekull, mediat m\u00eb t\u00eb m\u00ebdha i kan\u00eb mb\u00ebshtetur modelet e tyre t\u00eb biznesit n\u00eb t\u00eb ardhurat nga reklamat<\/strong>, por n\u00eb dekadat e fundit, modeli i biznesit i bazuar n\u00eb reklama ka treguar shenja t\u00eb prishjes. Nd\u00ebr k\u00ebto shenja, disa nga m\u00eb t\u00eb rrezikshmet jan\u00eb ndikimi negativ i modelit t\u00eb p\u00ebrmendur n\u00eb cil\u00ebsin\u00eb e p\u00ebrmbajtjes mediatike dhe l\u00ebvizjen e audienc\u00ebs s\u00eb mediave drejt burimeve t\u00eb tjera t\u00eb informacionit (si\u00e7 jan\u00eb rrjetet sociale). P\u00ebr ta kuptuar m\u00eb mir\u00eb k\u00ebt\u00eb, \u00ebsht\u00eb e nevojshme t\u00eb hedhim nj\u00eb v\u00ebshtrim m\u00eb t\u00eb thell\u00eb n\u00eb logjik\u00ebn e shitjes s\u00eb hap\u00ebsir\u00ebs reklamuese dhe sjelljen e reklamuesit n\u00eb rolin e klientit. P\u00ebr k\u00ebt\u00eb do t\u00eb flasim m\u00eb posht\u00eb.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Dy an\u00ebt e fitimit mediatik<\/h2>\n\n\n\n

Si\u00e7 e dim\u00eb, sht\u00ebpit\u00eb mediatike veprojn\u00eb n\u00eb dy tregje t\u00eb ndryshme, por t\u00eb nd\u00ebrlidhura mes tyre. N\u00eb tregun e konsumator\u00ebve<\/strong>, ata shesin p\u00ebrmbajtje (lajme, histori dhe forma t\u00eb ndryshme arg\u00ebtimi). Nga ana tjet\u00ebr, n\u00eb tregun e reklamuesve<\/strong>, ata ofrojn\u00eb hap\u00ebsir\u00eb \u200b\u200bmediatike p\u00ebr klient\u00ebt e interesuar. T\u00eb thuhet e v\u00ebrteta, reklamuesit nuk jan\u00eb t\u00eb interesuar p\u00ebr vet\u00eb hap\u00ebsir\u00ebn mediatike, por p\u00ebr audienc\u00ebn e atij mediumi. T\u00eb vet\u00ebdijshme p\u00ebr k\u00ebt\u00eb, mediat p\u00ebrpiqen t\u00eb t\u00ebrheqin nj\u00eb audienc\u00eb t\u00eb gjer\u00eb dhe t\u00eb larmishme duke krijuar p\u00ebrmbajtje interesante mediatike, n\u00eb m\u00ebnyr\u00eb q\u00eb t\u00eb p\u00ebrfitojn\u00eb nga interesi i fituar dhe besimi i audienc\u00ebs n\u00eb tregun e reklamave.<\/p>\n\n\n\n

Pra, vlera themelore q\u00eb media ofron p\u00ebr reklamuesit nuk \u00ebsht\u00eb hap\u00ebsira, por audienca<\/strong>.<\/span><\/p>\n\n\n\n

Reklamuesit jan\u00eb t\u00eb gatsh\u00ebm t\u00eb paguajn\u00eb mir\u00eb p\u00ebr audienc\u00ebn e synuar, prandaj nuk \u00ebsht\u00eb p\u00ebr t’u habitur q\u00eb tregu i reklamave sjell t\u00eb ardhura duksh\u00ebm m\u00eb t\u00eb larta se tregu i konsumator\u00ebve. Prandaj, sht\u00ebpit\u00eb mediatike preferojn\u00eb modelin e biznesit i cili bazohet kryesisht n\u00eb shitjen e hap\u00ebsir\u00ebs reklamuese. Por mb\u00ebshtetja te ky model biznesi n\u00eb planin afatgjat\u00eb mbart nj\u00eb rrezik t\u00eb konsideruesh\u00ebm p\u00ebr mbijetes\u00ebn e mediave, megjith\u00ebse kjo mund t\u00eb ting\u00eblloj\u00eb si nj\u00eb paradoks.<\/p>\n\n\n\n

N\u00ebse audienca \u00ebsht\u00eb kreu i \u00e7do leku t\u00eb fituar nga mediat, reklamuesit jan\u00eb pes\u00ebsheja. Rregulli kryesor \u00ebsht\u00eb – sa m\u00eb e madhe t\u00eb jet\u00eb koka, aq m\u00eb e madhe \u00ebsht\u00eb e pes\u00ebshja. Reklamuesit zgjedhin media t\u00eb m\u00ebdha me audienc\u00eb t\u00eb madhe. Kjo ndikon q\u00eb media t\u00eb p\u00ebrqendrohet n\u00eb t\u00ebrheqjen e audienc\u00ebs sa m\u00eb t\u00eb madhe t\u00eb mundur. Sidoqoft\u00eb, p\u00ebrvoja tregon se kur nj\u00eb num\u00ebr i madh i mediave ofrojn\u00eb p\u00ebrmbajtje t\u00eb ngjashme n\u00eb treg dhe kur ata mbledhin nj\u00eb audienc\u00eb t\u00eb ngjashme, \u00e7mimet e hap\u00ebsir\u00ebs p\u00ebr reklama fillojn\u00eb t\u00eb bien.<\/p><\/blockquote><\/figure>\n\n\n\n

K\u00ebshtu fillon rrethi magjik n\u00eb t\u00eb cilin mediat p\u00ebrpiqen t\u00eb ofrojn\u00eb hap\u00ebsir\u00eb ende m\u00eb t\u00eb madhe \u200b\u200bp\u00ebr reklamim dhe forma t\u00eb reja reklamimi, dhe rrjedhimisht me k\u00ebt\u00eb audienca mbingopet, dhe k\u00ebshtu edhe fuqia negociuese e reklamuesve b\u00ebhet edhe m\u00eb e fort\u00eb.<\/p>\n\n\n\n

Mediat b\u00ebjn\u00eb gabim t\u00eb madh kur vendosin t\u00eb ardhurat nga reklamat para interesit t\u00eb audienc\u00ebs. N\u00eb p\u00ebrpjekjen p\u00ebr t\u00eb t\u00ebrhequr reklamuesit, ata rrezikojn\u00eb t\u00eb humbin audienc\u00ebn e tyre. Pa audienc\u00eb, nuk ka media dhe pa media nuk ka reklama. Prandaj, i vetmi model i q\u00ebndruesh\u00ebm i biznesit \u00ebsht\u00eb ai q\u00eb bazohet n\u00eb njohuri t\u00eb mira dhe respekt t\u00eb audienc\u00ebs<\/strong>. Duhet t\u00eb merret parasysh se madh\u00ebsia e audienc\u00ebs nuk duhet t\u00eb jet\u00eb prioritet. Fundja, <\/span>nj\u00eb nga fushatat m\u00eb t\u00eb suksesshme reklamuese t\u00eb shekullit 20<\/span><\/a> rekomandon sloganin – Think Small.<\/em> Dometh\u00ebn\u00eb, n\u00ebse reklamuesit jan\u00eb t\u00eb prirur p\u00ebr minimaliz\u00ebm, mediat nuk duhet t\u00eb shqet\u00ebsohen se audienca e tyre \u00ebsht\u00eb e vog\u00ebl. \u00cbsht\u00eb shum\u00eb m\u00eb e r\u00ebnd\u00ebsishme t\u00eb ken\u00eb audienc\u00eb besnike.<\/span><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Historia e ashensor\u00ebve t\u00eb ve\u00e7ant\u00eb<\/h2>\n\n\n\n

Nga koleg\u00eb m\u00eb t\u00eb vjet\u00ebr, t\u00eb cil\u00ebt kan\u00eb punuar n\u00eb industrin\u00eb e reklamave, kam d\u00ebgjuar histori p\u00ebr redaktor\u00eb t\u00eb pavarur dhe gazetar\u00eb t\u00eb cil\u00ebt nuk kujdeseshin shum\u00eb p\u00ebr marketingun dhe reklamat. Historia tregon se n\u00eb at\u00eb koh\u00eb n\u00eb sht\u00ebpit\u00eb e m\u00ebdha mediatike kishte hyrje t\u00eb ve\u00e7ant\u00eb dhe ashensor\u00eb p\u00ebr redaktor\u00ebt dhe gazetar\u00ebt nga nj\u00ebra an\u00eb dhe punonj\u00ebsit n\u00eb departamentet e marketingut nga ana tjet\u00ebr. Q\u00ebllimi ka qen\u00eb t\u00eb parandalonte ata q\u00eb shesin hap\u00ebsir\u00eb \u200b\u200breklamuese n\u00eb interes t\u00eb klient\u00ebve \/ reklamuesve t\u00eb tyre t\u00eb ndikojn\u00eb n\u00eb tonin e raportimit gazetaresk. Ashensor\u00ebt e ndara parandaluan trajtimin preferencial, q\u00eb do t\u00eb thoshte raportim pozitiv p\u00ebr ata q\u00eb merrnin me qira hap\u00ebsir\u00eb \u200b\u200breklamuese ose q\u00eb p\u00ebrmbaheshin nga kritikat gazetareske ndaj tyre.<\/p>\n\n\n\n

Kjo qasje ka mund\u00ebsuar realizimin e plot\u00eb t\u00eb rolit t\u00eb mediave si rojtar\u00eb t\u00eb port\u00ebs hyr\u00ebse<\/strong> (ang. gatekeepers). Roli i mediave si rojtar\u00eb, \u00ebsht\u00eb q\u00eb t\u00eb b\u00ebhen p\u00ebrzgjedhje t\u00eb informacioneve q\u00eb jan\u00eb relevante p\u00ebr publikun. Ata duhet t\u00eb sigurohen q\u00eb vet\u00ebm informacionet n\u00eb koh\u00eb reale, t\u00eb verifikuara dhe t\u00eb sakta t\u00eb arrijn\u00eb deri tek audienca. L\u00ebvdatat subjektive, lavd\u00ebrimi dhe vet\u00eb-promovimi subjektiv nuk duhet t\u00eb jen\u00eb pjes\u00eb integrale e p\u00ebrmbajtjes s\u00eb redaktor\u00ebve.<\/span><\/p>\n\n\n\n

Nga ana tjet\u00ebr, mediat kan\u00eb meritat edhe p\u00ebr nj\u00eb rol tjet\u00ebr, rolin e qenve roje (ang. watch dogs). N\u00eb situata t\u00eb caktuara, ata jan\u00eb personat t\u00eb cil\u00ebt duhet <\/span>t\u00eb zgjojn\u00eb publikun<\/strong>, duke treguar dukurit\u00eb negative dhe rrezikun e mundsh\u00ebm. Pik\u00ebrisht ky rol k\u00ebrkon pavar\u00ebsi t\u00eb plot\u00eb nga <\/span>burimet e financimit<\/strong>, p\u00ebrfshir\u00eb k\u00ebtu t\u00eb ardhurat nga reklamimi.<\/span><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Shkopi editorial n\u00eb duart e marketingut<\/h2>\n\n\n\n

Fatkeq\u00ebsisht, hyrjet e ndara dhe ashensor\u00ebt e ve\u00e7ant\u00eb tashm\u00eb prej nj\u00eb kohe t\u00eb gjat\u00eb i takojn\u00eb t\u00eb kaluar\u00ebs. T\u00eb inkurajuar nga fitimi, pronar\u00ebt dhe menaxher\u00ebt e sht\u00ebpive mediatike mor\u00ebn shkopin e dirigjentit nga punonj\u00ebsit mediatik\u00eb dhe ua dor\u00ebzuan departamenteve t\u00eb marketingut. Puna n\u00eb tregun e reklamave \u00ebsht\u00eb b\u00ebr\u00eb modeli i preferuar i biznesit, pavar\u00ebsisht nga rreziku p\u00ebr integritetin e gazetaris\u00eb dhe mir\u00ebqenien e audienc\u00ebs.<\/p>\n\n\n\n

Ende \u00ebsht\u00eb i fresk\u00ebt kujtimi i nj\u00eb bisede me nj\u00eb p\u00ebrfaq\u00ebsuese t\u00eb departamentit t\u00eb marketingut t\u00eb nj\u00eb gazete t\u00eb p\u00ebrditshme me reputacion. U habita kur d\u00ebgjova ofert\u00ebn e saj p\u00ebr t\u00eb marr\u00eb nj\u00eb t\u00eb ashtuquajtur “tekst falas PR” p\u00ebr \u00e7mimin e reklam\u00ebs s\u00eb paguar. Ajo nuk m\u00eb kuptoi kur u p\u00ebrpoqa t\u00eb shpjegoja se tekstet e PR nuk ekzistojn\u00eb dhe se oferta q\u00eb ajo m\u00eb jep quhet tregti dhe \u00ebsht\u00eb n\u00eb kund\u00ebrshtim me parimet etike. U p\u00ebrpoqa t\u00eb shpjegoj q\u00eb teksti PR i ofruar, n\u00ebn t\u00eb cilin gabimisht n\u00ebnkuptohet reportazh, prezantim ose intervist\u00eb me diskrecion t\u00eb reklamuesit, \u00ebsht\u00eb n\u00eb thelb i rrem\u00eb. Shkaku \u00ebsht\u00eb se lexuesit mund t\u00eb besojn\u00eb se \u00ebsht\u00eb rezultat i raportimit autentik gazetaresk. As kjo nuk ndihmoi. Shpejt m\u00eb pas, u b\u00eb e zakonshme q\u00eb “intervistat ekskluzive” t\u00eb shfaqeshin s\u00eb bashku me drejtuesit kryesor\u00eb t\u00eb kompanive t\u00eb m\u00ebdha, raporte ose histori t\u00eb kompanive n\u00eb t\u00eb nj\u00ebjtat botime t\u00eb gazetave dhe revistave me reputacion dhe, krahas tyre, reklamat e tyre komerciale. <\/span>Pronar\u00ebt e mediave me sa duket t\u00eb f\u00ebrkonin duart e tyre me k\u00ebnaq\u00ebsi. Mir\u00ebpo s\u00eb shpejti, rreziqe t\u00eb reja u shfaq\u00ebn n\u00eb tregun e sh\u00ebrbimeve t\u00eb marketingut n\u00eb form\u00ebn e PR, mediave digjitale, p\u00ebrmbajtje<\/em>…<\/span><\/p>\n\n\n\n

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Kur lul\u00ebzojn\u00eb tekstet PR<\/span><\/h2>\n\n\n\n

Kur b\u00ebhet fjal\u00eb p\u00ebr PR (marr\u00ebdh\u00ebnie me publikun), duhet t\u00eb merret parasysh se ky aktivitet komunikimi nuk \u00ebsht\u00eb i ri. \u00cbsht\u00eb e r\u00ebnd\u00ebsishme t\u00eb theksohet se ky ishte n\u00eb baz\u00eb nj\u00eb profesion i respektuesh\u00ebm. Fillimisht, PR-i si profesion k\u00ebrkohej t\u00eb ishte i lidhur ngusht\u00eb me gazetarin\u00eb. P\u00ebr k\u00ebt\u00eb shkak asocimi im i par\u00eb me PR-in ka qen\u00eb gjithmon\u00eb Deklarata e Parimeve, e n\u00ebnshkruar nga Ajvi Ledbeter Li, gazetar Amerikan dhe ekspert i marr\u00ebdh\u00ebnieve me publikun. Fjal\u00ebt e tij drejtuar redaktor\u00ebve dhe gazetar\u00ebve t\u00eb sht\u00ebpive mediatike b\u00ebjn\u00eb jehon\u00eb sot: N\u00ebse mendoni se ndonj\u00eb nga materialet tona duhet t\u00eb paguhet, mos e botoni<\/em> (Lexoni m\u00eb shum\u00eb: k\u00ebtu). M\u00eb vjen keq q\u00eb nuk e d\u00ebgjuan.<\/span><\/p>\n\n\n\n

PR-i si sh\u00ebrbim n\u00eb tregun e komunikimeve t\u00eb marketingut ka filluar t\u00eb konkurroj\u00eb seriozisht me reklamat. Ata q\u00eb e zbatuan at\u00eb u p\u00ebrpoq\u00ebn t\u00eb theksonin promovimin e kompanive, duke p\u00ebrjashtuar dh\u00ebnien me qira t\u00eb hap\u00ebsir\u00ebs mediatike. Duke vepruar k\u00ebshtu, ata p\u00ebrdor\u00ebn raportet e tyre t\u00eb mira me mediat, aft\u00ebsit\u00eb e tyre gazetareske dhe bashk\u00ebpunimin e vendosur me mediat. Me kalimin e koh\u00ebs, k\u00ebto agjenci q\u00eb u ofruan sh\u00ebrbime PR klient\u00ebve, filluan t\u00eb matnin suksesin duke e krahasuar at\u00eb me reklamat.<\/span><\/p>\n\n\n\n

U dizenjua nj\u00eb veg\u00ebl e quajtur AVE<\/strong> (shkurtuar nga ang. Advertising value equivalency<\/em> respektivisht Ekuivalenca e vler\u00ebs s\u00eb reklam\u00ebs<\/em>). N\u00eb prapavij\u00eb ishte d\u00ebshira p\u00ebr t\u00eb bindur klient\u00ebt e tyre (kompani dhe organizata t\u00eb interesuara p\u00ebr publicitet dhe promovim mediatik) se \u00ebsht\u00eb m\u00eb volitsh\u00ebm p\u00ebr ta t\u00eb investojn\u00eb para n\u00eb PR sesa n\u00eb reklama. <\/span><\/p><\/blockquote><\/figure>\n\n\n\n

Me logjik\u00ebn e tyre t\u00eb \u00e7uditshme, ata llogarit\u00ebn se sa kushtoi p\u00ebr ta dh\u00ebn\u00eb me qira hap\u00ebsir\u00ebn mediatike, sepse ata arrit\u00ebn t\u00eb vendosnin lajme, histori, raportime, artikuj ose intervista p\u00ebrmes mediave pa paguar qira p\u00ebr hap\u00ebsir\u00ebn mediatike, dhe k\u00ebshtu donin t\u00eb tregonin se sa kishin kursyer (ose fituar) p\u00ebr klient\u00ebt e tyre me an\u00eb t\u00eb aft\u00ebsive p\u00ebr t’i pasqyruar k\u00ebto tekste n\u00eb media.<\/p>\n\n\n\n

Nuk kam nd\u00ebrmend t\u00eb shpjegoj se \u00e7far\u00eb \u00ebsht\u00eb kontestuese n\u00eb zbatimin e k\u00ebsaj vegle, sepse kryesisht i referohet ekspertiz\u00ebs n\u00eb fush\u00ebn e PR-it. Megjithat\u00eb, q\u00ebllimi im \u00ebsht\u00eb t\u00eb theksoj se m\u00ebnyra se si mediat iu p\u00ebrgjigj\u00ebn nevoj\u00ebs p\u00ebr t\u00eb pasqyruar lajme dhe histori nga bota korporative ishte jo vet\u00ebm joetike, por edhe t\u00eb rrezikshme nga ana komerciale.<\/span><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Audienca e humbur<\/h2>\n\n\n\n

Nga vet\u00eb fillimi, duhej t\u00eb ishte e qart\u00eb se ashtu si nuk ka drek\u00eb falas – nuk ekziston as “tekst PR falas”. Formatet e reja t\u00eb reklamave p\u00ebrfshihen n\u00eb listat e \u00e7mimeve t\u00eb sht\u00ebpive mediatike, n\u00eb mes t\u00eb cilave mund t\u00eb gjenden gjithnj\u00eb e m\u00eb shpesh tekste PR<\/strong> dhe \u201cnative\u201d<\/strong> (ang.native). Tekstet PR shiten p\u00ebr edicione t\u00eb botuara n\u00eb shtyp dhe digjitale me nj\u00eb \u00e7mim m\u00eb t\u00eb lart\u00eb p\u00ebr 30% krahasuar me reklamat klasike, nd\u00ebrsa \u201cnative-et\u201d ofrohen kryesisht p\u00ebr p\u00ebrmbajtjen digjitale (Lexo m\u00eb shum\u00eb: k\u00ebtu<\/a>).<\/span><\/p>\n\n\n\n

At\u00ebher\u00eb, pse jam kund\u00ebr? S\u00eb pari, sepse kujdesem p\u00ebr t\u00eb dy profesionet – gazetarin\u00eb dhe PR-in. Nd\u00ebrsa p\u00ebr t\u00eb mbijetuar t\u00eb dyjat, duhet t\u00eb vendoset nj\u00eb vij\u00eb ndar\u00ebse e qart\u00eb. Gazetar\u00ebt nuk duhet t\u00eb angazhohen n\u00eb marr\u00ebdh\u00ebnie me publikun sepse puna e tyre \u00ebsht\u00eb t\u00eb raportojn\u00eb n\u00eb interes t\u00eb publikut.<\/span><\/p><\/blockquote><\/figure>\n\n\n\n

N\u00ebse formohet nj\u00eb departament i ve\u00e7ant\u00eb p\u00ebr t\u00eb ashtuquajturin marketingu n\u00ebp\u00ebrmjet p\u00ebrmbajtjes n\u00eb kuad\u00ebr t\u00eb sht\u00ebpive mediatike, ai duhet t\u00eb ndahet n\u00eb m\u00ebnyr\u00eb rigoroze nga redaktuesi. Kjo \u00ebsht\u00eb arsyeja p\u00ebrse un\u00eb u b\u00ebj thirrje pronar\u00ebve dhe menaxher\u00ebve t\u00eb sht\u00ebpive mediatike: ktheni ashensor\u00ebt e ve\u00e7ant\u00eb, sepse p\u00ebrndryshe media do t\u00eb b\u00ebhet agjenci reklamuese! Dhe shanset p\u00ebr sukses n\u00eb k\u00ebt\u00eb treg jan\u00eb minimale.<\/span><\/p>\n\n\n\n

M\u00eb tutje, un\u00eb jam kund\u00ebr sepse tekstet PR dhe \u201cnative\u201d jan\u00eb shembuj tipik\u00eb t\u00eb reklamave t\u00eb fshehta. Un\u00eb nuk kontestoj se Ligji p\u00ebr Reklamim respektohet duke p\u00ebrmendur fjal\u00ebt promo, promovim, PR, etj., me shkronja t\u00eb vogla, n\u00eb k\u00ebndet e fshehura t\u00eb mesazhit. Megjithat\u00eb, kjo praktik\u00eb n\u00eb baz\u00eb llogaritet p\u00ebr ta b\u00ebr\u00eb audienc\u00ebn t\u00eb mendoj\u00eb se \u00ebsht\u00eb nj\u00eb artikull gazetaresk. Tekstet PR dhe \u201cnative\u201d duhet t\u00eb sugjerojn\u00eb q\u00eb ajo q\u00eb \u00ebsht\u00eb shkruar \u00ebsht\u00eb rezultat i v\u00ebzhgimit objektiv t\u00eb gazetarit, nd\u00ebrsa n\u00eb fakt ato jan\u00eb reklama klasike me pages\u00eb n\u00eb pjes\u00ebn redaksionale t\u00eb mediave. A \u00ebsht\u00eb fitimi nj\u00eb arsye p\u00ebr ta toleruar k\u00ebt\u00eb?<\/span><\/p>\n\n\n\n

N\u00eb fund, jam kund\u00ebr, sepse jam mb\u00ebshtet\u00ebse e teoris\u00eb q\u00eb audienca zgjedh me kujdes mediat nga t\u00eb cilat do t\u00eb informohet<\/a>. N\u00ebse ndihet e tradhtuar, audienca do t\u00eb kthehet tek burime t\u00eb tjera informacioni dhe arg\u00ebtimi. Kjo \u00ebsht\u00eb d\u00ebshmuar nga p\u00ebrhapja e mediave sociale, t\u00eb cilat kan\u00eb p\u00ebrjetuar ngritjen e tyre pik\u00ebrisht p\u00ebr shkak t\u00eb pak\u00ebnaq\u00ebsis\u00eb me p\u00ebrmbajtjen dhe r\u00ebnies s\u00eb besimit t\u00eb publikut n\u00eb mediat tradicionale. Sepse, megjith\u00ebse audienca padyshim t\u00ebrheq reklamuesit, shum\u00eb reklama irritojn\u00eb audienc\u00ebn dhe e largojn\u00eb at\u00eb.<\/span><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

M\u00eb pak \u00ebsht\u00eb m\u00eb shum\u00eb<\/h2>\n\n\n\n

Sot, mediat p\u00ebrballen me pasojat negative t\u00eb dekadave t\u00eb mb\u00ebshtetjes dominante n\u00eb modelin e biznesit t\u00eb mb\u00ebshtetur n\u00eb reklama. P\u00ebr shkak t\u00eb faktit se ky model \u00ebsht\u00eb ende i preferuar nga lojtar\u00ebt m\u00eb t\u00eb m\u00ebdhenj dhe m\u00eb t\u00eb fort\u00eb n\u00eb tregun mediatik, n\u00eb bot\u00ebn e mediave akoma i jepet m\u00eb shum\u00eb r\u00ebnd\u00ebsi sesa meriton. Mediat vazhdojn\u00eb t\u00eb ecin n\u00eb rrug\u00ebn e gabuar duke ofruar edhe m\u00eb shum\u00eb hap\u00ebsir\u00eb \u200b\u200bp\u00ebr reklama.<\/p>\n\n\n\n

Nga ana tjet\u00ebr, argumentoj – <\/span>n\u00ebse ajo hap\u00ebsir\u00eb \u200b\u200b\u00ebsht\u00eb e kufizuar edhe \u00e7mimet do t\u00eb rriten<\/strong>. P\u00ebrve\u00e7 k\u00ebsaj, rritja e \u00e7mimit s\u00eb hap\u00ebsir\u00ebs p\u00ebr reklamim mund t\u00eb kontriboj\u00eb n\u00eb njohuri m\u00eb t\u00eb sakta dhe n\u00eb sh\u00ebnjestrim m\u00eb t\u00eb mir\u00eb t\u00eb audienc\u00ebs. N\u00eb prapavij\u00eb t\u00eb s\u00eb lartp\u00ebrmendur\u00ebs \u00ebsht\u00eb logjika e sh\u00ebndosh\u00eb e marketingut q\u00eb \u00ebsht\u00eb e njohur p\u00ebr reklamuesit – n\u00eb vend topit apo \u00e7iftes (duke mbuluar nj\u00eb audienc\u00eb t\u00eb madhe, p\u00ebrfshir\u00eb klient\u00ebt potencial), \u00ebsht\u00eb m\u00eb mir\u00eb t\u00eb p\u00ebrdorni nj\u00eb snajper (nj\u00eb audienc\u00eb m\u00eb e vog\u00ebl me nj\u00eb pjes\u00eb t\u00eb lart\u00eb t\u00eb klient\u00ebve potencial). N\u00eb at\u00eb logjik\u00eb, mediat duhet t\u00eb k\u00ebrkojn\u00eb shansin e tyre. Sepse, kjo n\u00ebnkupton <\/span>forcimin e besnik\u00ebris\u00eb s\u00eb audienc\u00ebs dhe nd\u00ebrtimin e nj\u00eb komuniteti aktiv<\/strong>, derisa nuk \u00ebsht\u00eb ky\u00e7e q\u00eb audienca t\u00eb jet\u00eb e madhe. Sepse, historia e reklamimit na m\u00ebson se mund t\u00eb jet\u00eb shum\u00eb e dobishme at\u00ebher\u00eb kur <\/span>do t\u00eb mendojm\u00eb pak m<\/span><\/i>\u00eb <\/span>shum\u00eb<\/span><\/i>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

N\u00ebse kthejm\u00eb kok\u00ebn dhe shohim dekada, madje edhe shekuj m\u00eb par\u00eb, do t\u00eb v\u00ebm\u00eb re se mediat dhe reklamat jan\u00eb t\u00eb pandara. Kjo d\u00ebshmohet nga faktet historike q\u00eb flasin p\u00ebr zhvillimin e mediave t\u00eb mas\u00ebs dhe industris\u00eb s\u00eb reklamave. P\u00ebrmbajtja kryesore e nj\u00eb prej mediave t\u00eb para t\u00eb shkruara n\u00eb tok\u00ebn evropiane (Gazet, frengjisht: La […]<\/p>\n","protected":false},"author":13,"featured_media":3338,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[96,29,99],"tags":[],"class_list":["post-3438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandimi-dhe-marketingu-sq","category-manaxhimi-dhe-organizmi-sq","category-zhvillimin-e-biznesit-sq","ciTrackContent"],"acf":[],"yoast_head":"\nKa di\u00e7ka t\u00eb kalbur n\u00eb modelin e biznesit t\u00eb bazuar n\u00eb reklamim - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/sq\/ka-dicka-te-kalbur-ne-modelin-e-biznesit-te-bazuar-ne-reklamim\/\" \/>\n<meta property=\"og:locale\" content=\"sq_AL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ka di\u00e7ka t\u00eb kalbur n\u00eb modelin e biznesit t\u00eb bazuar n\u00eb reklamim - Journalift\" \/>\n<meta property=\"og:description\" content=\"N\u00ebse kthejm\u00eb kok\u00ebn dhe shohim dekada, madje edhe shekuj m\u00eb par\u00eb, do t\u00eb v\u00ebm\u00eb re se mediat dhe reklamat jan\u00eb t\u00eb pandara. 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