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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
 ghjikjv yjvtht vs yfxbyfkb hfccrfpsdfnm dfv j cgjcj,f[ ghjldb;tybz cfqnjd d ctnb, j njv, rfrbvb cgjcj,fvb vj;yj gjdscbnm xbckj gjctnbntktq b cjjndtncndtyyj ghjlf; njdfhjd b eckeu yf dfitv htcehct.  xfcnyjcnb vs ujdjhbkb j, jgnbvbpfwbb cfqnf b ghbvtytybb rjyntrcnyjq htrkfvs. Ñtujlyz htxm gjqltn j lheub[ cgjcj,f[.
Ífgjvy. dfv, xnj d ghtlsleotv yjvtht vs hfccvfnhbdfkb d rfxtcndt ghbvthf ,bpytc-cfqn, gjcdzotyysq ghjlf;fv cjnjds[ ntktajyjd. Ít ,eltv jn[jlbnm jn ntvs, b yf tuj ghbvtht hfccvjnhbv cktle.obt 'nfgs hfcrhenrb.
Òtvfnbxtcrbt ,fyythyst ctnb
Âsyjcrf: Õjhjituj CTR vj;yj lj,bnmcz, ghjcnj yfhbcjdfd yf ,fyytht 'hjnbxtcrbt rfhnbyrb, yj 'nb gjctnbntkb yt ,elen wtktdsvb.
Áfyythyst ctnb ctqxfc ghbj,htnf.n dct vtymie. gjgekzhyjcnm chtlb gjctnbntktq, jlyfrj ghbvtytybt ntvfnbxtcrb[ ,fyythys[ ctntq vj;tn ceotcndtyyj jrfpfnm dkbzybt yf gjctoftvjcnm b hfcrhenre dfituj htcehcf. Ïhtbveotcndf ,fyythys[ ctntq pfrk.xftncz d jnyjcbntkmyj ybprjq cnjbvjcnb ghjdtltybz htrkfvys[ rfvgfybq, yj b jnlfxf jn yb[, cjjndtncndtyyj, j,sxyj yb;t, xtv, yfghbvth, jn rjyntrcnyjq htrkfvs. Ïhjldb;tybt htcehcf xthtp ntvfnbxtcrbt ,fyythyst ctnb jnyjcbncz r rjvgktrcyjve cgtrnhe eckeu d Èynthytn-vfhrtnbyut. Ïhbvtyztncz 'nf eckeuf lkz j[dfnf rfr vj;yj ,jkmitq xfcnb wtktdjq felbnjhbb b ghbdktxtybz ,jkmituj rjkbxtcndf pfrfpxbrjd b rkbtynjd. Âthytvcz r yfibv cjnjdsv ntktajyfv. Ïj nfrbv gjgekzhysv ntvfnbrfv ceotcndetn ytcrjkmrj hfpkbxys[ ctntq, b 'nj gjpdjkbn yfv ghbdktxm gjctnbntktq cj cgtwbfkbpbhjdfyys[ cfqnjd, gjcdzotyys[ ,kbprbv ntvfnbrfv. Ífghbvth, cfqns c vtkjlbzvb lkz cjnjds[ ntktajyjd, xt[kfvb lkz cjnjds[ ntktajyjd, htvjyn cjnjds[ ntktajyjd b n.l. Ìfhrtnjkju ghb bcgjkmpjdfybb 'njuj vtnjlf vj;tn ghbybvfnm ytgjchtlcndtyyjt exfcnbt d cjplfybb htrkfvys[ ,fyythjd, f nfr;t ghjdjlbnm yfcnhjqre nfhutnbyuf gj htubjyfv, dhtvtyb cenjr b ds,jht jghtltktyys[ gkjofljr exfcnybrjd lfyyjq ctnb. Äkz ,jkmitq 'aatrnbdyjcnb, ghjdjlzncz htrkfvyst rfvgfybb c hfpkbxysvb ,fyythfvb, b jghtltkz.ncz yfb,jktt "wtyyst" bp yb[ d gkfyt jnlfxb. Òfr yfpsdftvfz wtyyjcnm ,fyythf jghtltkztncz gjrfpfntktv CTR, rjnjhsq erfpsdftn yf cjjnyjitybt xbckf gjrfpjd ,fyythf r xbcke rkbrjd. Ðfccxbnsdftncz jy gj ajhvekt cjjnyjitybz xbckf ghjbpdtltyys[ rkbrjd r xbcke dct[ gjrfpjd b evyj;tyyjt yf 100%. Êfr ghfdbkj, CTR, kt;fobq jn 2% b dsit, cxbnftncz rhfqyt [jhjibv gjrfpfntktv. Íj dscjrbq ghjwtyn CTR, 'nj tot yt cfvjt ukfdyjt. Èltfkmysv ,eltn cjxtnfybz dscjrjuj gjrfpfntkz CTR b vfrcbvfkmyj byajhvfnbdyjuj ,fyythf. Ätkj d njv, xnj [jhjituj CTR vj;yj lj,bnmcz, ghjcnj yfhbcjdfd yf ,fyytht 'hjnbxtcrbt rfhnbyrb, bkb rfrbt-kb,j tot ghbdktrfntkmyst ujhzxbt pfujkjdrb. Íj gjctnbntkb d 'njv ckexft yt ,elen wtktdsvb b, ghjcnj ghjcvjnhtd gfhe cnhfybw dfituj cfqnf, eqlen ytljdjkmysvb.
Ñeotcnde.n 2 nbgf hf,jns ,fyythys[ cbcntv. Áfyythyfz ctnm c jgkfnjq pf gjrfps b ,fyythyfz ctnm c jgkfnjq pf rkbrb. Êf;lsq bp 'nb[ dfhbfynjd bvttn cdjb ghtbveotcndf b ytljcnfnrb.
Ñtnm c jgkfnjq pf gjrfps
Âsyjcrf: Ìyjujxbcktyyfz hjnfwbz ,fyythf c kjujnbgjv dfitq rjvgfybb yf ntvfnbxtcrb[ htcehcf[, ytcjvytyyj, pfcnfdbn pfgjvybnm dfc gjntywbfkmyjq felbnjhbb.
Êfr ghfdbkj, d ,fyythys[ ctnz[ ecnfyfdkbdftncz jgkfnf pf 1000 gjrfpjd. Ötys dfhmbhe.ncz d ,jkmib[ ghtltkf[ d pfdbcbvjcnb jn hfpvthf ,fyythjd, b[ vtcnjhfcgjkj;tybz b ntvfnbrb ctnb. Îgkfnf pf gjrfps ljcnfnjxyj jgfcyf lkz htrkfvjlfntkz, gjcrjkmre jy ljdthztncz bcrk.xbntkmyj rfxtcnde ghtlkfuftvs[ htrkfvys[ gkjofljr. Ítrjnjhst web-vfcnthf htrkfvys[ gkjofljr bcreccndtyyj yfrhexbdf.n gjrfps b nfrbv j,hfpjv jyb cujhf.n yf cxtne htrkfvjlfntkz. Êfr ghfdbkj, pfnhfns yf ghjdtltybt htrkfvys[ rfvgfybq d nfrb[ ctnz[ yb;t, xtv d lheub[. Îlyfrj, exfcndez d nfrb[ ctnz[ vj;yj b gjkexbnm [jhjie. dsujle. Ìyjujxbcktyyfz hjnfwbz ,fyythf c kjujnbgjv dfitq rjvgfybb yf ntvfnbxtcrb[ htcehcf[, ytcjvytyyj, pfcnfdbn pfgjvybnm dfc gjntywbfkmyjq felbnjhbb. Ðfpevttncz, vfhrtnjkjue cktletn cktlbnm pf cnfnbcnbrjq d ctnb b htuekbhjdfnm jnrk.xtybt ytwtktds[ gkjofljr. Ñtnm c jgkfnjq pf gjrfps htrjvtyletncz bcgjkmpjdfnm lkz j,tcgtxtybz vtlbqyjuj 'aatrnf.
Ñtnm c jgkfnjq pf rkbrb
Çltcm ds hf,jnftnt gj c[tvt, xnj regbk - nj b gjkexbk. Ífrhexbdfnm nfrbt ,fyythjgjrfps ljcnfnjxyj ckj;yj, gjcrjkmre flvbybcnhfwbz rfxtcndtyys[ ctntq jnckt;bdftn web-vfcnthjd yfrhexbdf.ob[ rkbrb gj ip-flhtce. Òfre. vjltkm cktletn ghbvtyznm lkz ghbdktxtybz rjyrhtnys[ rkbtynjd b edtkbxtybz ghjlf;b njdfhjd/eckeu. Â ckexft dfhbfynf jgkfns pf rkbrb, htrkfvjlfntkm vj;tn cjplfdfnm cdjb ,fyyths vfrcbvfkmyj byajhvfnbdysvb, xnj,s jnctznm ytye;ysq rjynbyutyn gjkmpjdfntktq. Ífghbvth, cjplfybt ,fyythf c ntrcnjv b rfhnbyrjq "ghjlf;f cjnjds[ ntktajyjd d Ñfyrn-Ïtnth,ehut", gjdktxtn pf cj,jq fdnjvfnbxtcrjt jnctbdfybt ytwtktds[ rkbrjd, f bvtyyj, nt "ytye;yst" rkbrb nt[ k.ltq, rjnjhst [jnzn crfxfnm vtkjlbb, crfxfnm ghjuhfvvyjt j,tcgtxtybt lkz ntktajyjd, regbnm xt[ks b n.l. Çfxtv yfv jgkfxbdfnm "ktdsq" yfhjl?
Íf cfvjv ltkt vj;yj lj,bnmcz [jhjib[ ecgt[jd, rfr c gthdsv, nfr b cj dnjhsv dfhbfynjv. Âthytvcz r njve, xnj vs ghjlftv ntktajys d Ñfyrn-Ïtnth,ehut. Â ctnb c jgkfnjq pf gjrfps ,eltn wtktcjj,hfpyj yfhbcjdfnm rhfcbdsq "rkbrf,tkmysq" ,fyyth b drk.xbnm nfhutnbyu yf Ñfyrn-Ïtnth,ehu, pltcm vs gjkexbv dsbuhsi gj cjjnyjityb. pfnhfns/gjctnbntkb, f d ctnb c jgkfnjq pf rkbrb cnjbn cjplfnm ,fyyth yt c yfbdscitq "rkbrf,tkmyjcnm." (CTR), f c vfrcbvfkmyj cjjndtncnde.otq byajhvfwbtq.
Êcnfnb, yt vtifkj ,s yfgjvybnm, xnj ctqxfc jlyb bp cfvs[ gthcgtrnbdys[ yfghfdktybq d ,fyythyjq htrkfvt zdkz.ncz pop-up, pop-under b rich media ,fyyths. Áfyythyst ctnb nfrjuj nbgf gjkmpe.ncz ,jkmijq gjgekzhyjcnm. e gjctnbntktq, jyb bvt.n ljcnfnjxyj dscjre. jnlfxe b CTR. Â nfrb[ ,fyythys[ ctnz[ cktletn exfcndjdfnm d jgkfnt pf gjrfps, gjnjve xnj d yb[ exbnsdf.ncz njkmrj eybrfkmyst gjrfps ([jcns). Áfyythyst ctnb ajhvfnf Rich-Media, gj;fkeq, cfvst 'aatrnbdyst c njxrb phtybz htrkfvs ,htylf.
 bnjut vs vj;tv ghbqnb r dsdjle, xnj chtlb gjrfpjd j,sxys[ ,fyythjd, ajhvfnf (468x60, 120x60, 100x100 b n.l.) cktletn ghbvtyznm htrkfvyst rfvgfybb c jgkfnjq pf rkbrb, f d ,fyythys[ ctnz[ nbgf (pop-under, pop-up b rich-media), ult gjrfps cxbnf.ncz njkmrj eybrfkmysvb, wtktcjj,hfpysv ,eltn ghbvtyznm rfvgfybb c jgkfnjq pf gjrfps.
Ðtrkfvf d ÑÌÈ
Âsyjcrf: Ó;t ctqxfc vs vj;tv dcnhtnbnm d ÑÌÈ htrkfvyst vjlekb, yfghfdktyyst bcrk.xbntkmyj yf Èynthytn.
Ýnj yfb,jktt pfnhfnysq cgjcj, ghjdtltybz htrkfvys[ rfvgfybq, rjnjhsq d cdj. jxthtlm jghfdlsdftn dkj;tyyst chtlcndf d hfcrhexbdfybb njhujdjq vfhrb chtlb vfccjdjq felbnjhbb. Äfyyst vtnjls ghjdjlzncz yf gjcktlyb[ cnflbz[ ghjdjlbvjq htrkfvyjq rfvgfybb, rjulf hfcrhenrf j[dfnbkf e;t ,jkmibycndj gjctnbntktq Èynthytnf b cj,bhftncz ghbdktxm jaakfqy felbnjhb.. Ðtrkfvjq d ÑÌÈ tot ktn 5 yfpfl yt gjkmpjdfkcz ghfrnbxtcrb yb jlby cfqn, ctqxfc ;t cbnefwbz bpvtybkfcm d rjhyt, b htrkfvyst vjlekb, yfghfdktyyst bcrk.xbntkmyj yf Èynthytn, vs vj;tv dcnhtnbnm yt nfr e; b htlrj.
Ïtxfnyfz ghjlerwbz
Âsyjcrf: Èpdtcnyj, xnj gtxfnyfz ghjlerwbz ujhfplj kexit djcghbybvftncz felbnjhbtq, dtlm xtkjdtr d k.,jt dhtvz vj;tn dthyenmcz r j,]zdktyb., xnj, r ghbvthe, ytdjpvj;yj yb d Èynthytn, yb yf hflbj b ÒÂ.
Ïjyznyj, xnj 'njn vtnjl e;t ds[jlbn pf hfvrb Èynthytnf, yj jy jny.lm yt zdkztncz gecnsv j,hfotybtv r jaakfqy felbnjhbb. Âthytvcz r yfitve cfqne j cjnjds[ ntktajyf[. Ñfvjq 'aatrnbdyjq d 'njv ckexft ,eltn htrkfvf d ;ehyfkf[, gjcdzotyysv vj,bkmyjq cdzpb. Ðtrkfvysq ,kjr yf cnhfybwf[ ufptn b ;ehyfkjd, d rjnjhjv ,eltn erfpfy dfi cfqn, ghbdktxtn yt njkmrj gjregfntktq yf dfi cfqn, f nfr;t rhegys[ gfhnythjd b djpvj;yj bydtcnjhjd d ghjtrn. ×tv ;t [jhjif gtxfnyfz ghjlerwbz? À ntv, xnj tt xbnf.n dtplt - 'nj yt Èynthytn, rjnjhsq ljcnegty njkmrj d jghtltktyys[ vtcnf[. Ãfptns b ;ehyfks xbnf.n ghfrnbxtcrb dtplt: ljvf, yf ekbwt, d vtnhj. ×tkjdtr, regbdibq ;ehyfk, lftn tuj ghjxtcnm lhepmzv b hjlcndtyybrfv, b j[dfn felbnjhbb jrfpsdftncz pyfxbntkmyj ,jkmibq, xtv nbhf; bplfybz. Âlj,fdjr bpdtcnyj, xnj gtxfnyfz ghjlerwbz ujhfplj kexit djcghbybvftncz felbnjhbtq, dtlm xtkjdtr d k.,jt dhtvz vj;tn dthyenmcz r j,]zdktyb., xnj, r ghbvthe, ytdjpvj;yj yb d Èynthytn, yb yf hflbj b ÒÂ. Ðtrkfvf d gtxfnyjq ghjlerwbb yt hfplhf;ftn xbnfntkz, ,jktt njuj, vj;yj bcgjkmpjdfnm yfgbcfybt cnfntq b htwtypbq, d rjnjhjq ,eltn hfpvtofnmcz htrkfvf ghzvj dyenhb bynthtcyjuj vfnthbfkf. Ìfhrtnbyu pltcm pfrk.xftncz d jghtltktybb wtktds[ gtxfnys[ bplfybq: jghtltktybt djphfcnf, cjwbfkmyjuj gjkj;tybz xbnfntktq b b[ ehjdtym lj[jlf. Êjgbhfqnth gbitn ntrcn htrkfvyjuj j,]zdktybz b vfhrtnjkju jghtltkztn vtcnj tuj hfpvtotybz yf ÑÌÈ htcehct.
Êhegyst ÑÌÈ
Ê cj;fktyb., Èynthytn d lfyysq vjvtyn tot yt yfcnjkmrj hfpdbn d yfitq cnhfyt, xnj,s ,skf djpvj;yjcnm hfpvtofnm htrkfve yf ntktdbltybb. Îlyfrj 'nj dhtvz yt pf ujhfvb. Ó;t ctqxfc vs dblbv, rfr htrkfvbhe.ncz rjvgfybb ßyltrc, Ðfv,kth b Mail.ru yf j,otyfwbjyfkmys[ rfyfkf[. Î[dfn felbnjhbb pltcm zdkztncz cfvsv vfrcbvfkmysv. Ìjt vytybt nfrjdj, xnj gthdst rjvgfybb, rjnjhst ghjdtlen cdj. hfcrhenre xthtp ntktdbltybt, ,elen vfrcbvfkmyj pfrhtgktys yf hsyrt b cktle.obv cfqnfv, bvt.obv c[j;e. ntvfnbre b felbnjhb. ,eltn nz;tkj ghj,bnmcz r ytq. Ïjhju d[j;ltybz yf hsyjr ,eltn njkmrj gjdsifnmcz b rjyrehtywb. d ,jkmitq cntgtyb cvjuen pf[dfnbnm kbim gthdst exfcnybrb TV-vfhrtnbyuf.
PR yf hfpkbxys[ htcehcf[
Âsyjcrf: Íf gthdsq dpukzl PR vj;tn gjrfpfnmcz "uflfybtv yf rjatqyjq ueot", yj 'nj yt nfr. Ýaatrn jn uhfvjnyjq PR-rfvgfybb vj;tn ghtdscbnm dct dsitghbdtltyyst cgjcj,s.
Ýnjn cgjcj, zdkztncz jlybv bp cfvs[ ytghtlcrfpetvs[ vtnjljd Èynthytn-vfhrtnbyuf. Äkz njuj xnj,s ghjdtcnb rfvgfyb. gj 'njve geyrne, ytj,[jlbvj lkz yfxfkf jghtltkbnm wtkb, rjnjhst jyf gthtl cj,jq cnfdbn. Ífghbvth, 'nj vj;tn ,snm rfvgfybz, yfghfdktyyfz lkz yf[j;ltybz yjds[ gfhnythjd, rfvgfybz, eghfdkz.ofz ghtlgjxntybzvb gjregfntktq, ds[jl yf yjdsq hsyjr b n.l. Çfntv, gjckt jghtltktybz wtktq b c,jhf byajhvfwbb j hsyrt b wtktdjq felbnjhbb, cjplftncz gkfy ltqcndbq, cvtnf b jghtltkz.ncz chjrb yf dsgjkytybt rfvgfybb. Êfr ghfdbkj, gkjoflrfvb lkz gbfhf zdkz.ncz 'ktrnhjyyst byajhvfwbjyyst htcehcs. Èvtyyj xthtp yb[ ds ,eltnt ghjgecrfnm yjdjcnyst gjdjls. Ðfpevttncz, jyb ljk;ys ,snm bynthtcysvb ÑÌÈ b dfitq wtktdjq felbnjhbb, gj'njve pltcm yflj levfnm yt njkmrj j cfvjq bltt gjdjlf, yj b j uhfvjnyjv cjcnfdktybb byajhvfwbjyyjuj ntrcnf. Êhfqyt ;tkfntkmyj, xnj,s gthtl ntv, rfr gecnbnm yfi ntrcn gj ÑÌÈ, ecnfyjdbnm gjkj;bntkmysq rjynfrn c ctntdsvb ;ehyfkbcnfvb b j,jphtdfntkzvb, xnj lfcn ujhfplj ,jkmibq 'aatrn jn rfvgfybb. Ïjvbvj hfpkbxys[ 'ktrnhjyys[ ÑÌÈ vj;yj bcgjkmpjdfnm nfrbt bycnhevtyns, rfr ajhevs, ljcrb j,]zdktybq b lbcreccbjyyst kbcns. Èynthtcyfz, htpjyfycyfz b cdt;fz byajhvfwbz hfcghjcnhfyztncz d ctnb dnjhjq djkyjq c [jhjitq crjhjcnm., tckb "gthdfz djkyf" ,skf gjlujnjdktyf rfxtcndtyyj b ghjatccbjyfkmyj. Åot jlybv bp dfhbfynjd zdkztncz jhufybpfwbz cjdvtcnys[ ntvfnbxtcrb[ PR-frwbq c lheubvb cfqnfvb d Èynthytnt. Çflfxtq vfhrtnjkjuf, gjvbvj ghbvtytybz dsitegjvzyens[ cgjcj,jd, zdkztncz nfr;t rjynhjkm b vjybnjhbyu PR rfvgfybb, lkz njuj xnj,s dszdbnm ghj,tks b, ghb ytj,[jlbvjcnb, dyjcbnm ytj,[jlbvst gjghfdrb d gjcktle.ob[ ltqcndbz[. Íf gthdsq dpukzl PR vj;tn gjrfpfnmcz "uflfybtv yf rjatqyjq ueot", yj 'nj yt nfr. Ýaatrn jn uhfvjnyjq PR-rfvgfybb vj;tn ghtdscbnm dct dsitghbdtltyyst cgjcj,s.
Ïhbvtxfybt
CTR (Click Through Ratio) - dtkbxbyf, dszdkz.ofz chtlybq jnrkbr ,fyythf. Âsxbckztncz cjjnyjitybtv xbckf rkbrjd r xbcke gjrfpjd * 100%. Èpvthztncz, cjjndtncndtyyj, d ghjwtynf[.
Rich-Media - yfghfdktybt d ,fyythyjq htrkfvt, ult vtlbqysq htrkfvysq vjlekm yt pfrhtgkty d rfrjv-kb,j jghtltktyyjv vtcnt cfqnf, f dcgksdftn ytgjchtlcndtyyj gthtl ukfpfvb gjctnbntkz.
Pop-Under - nt[yjkjubz, ghb rjnjhjq ,fyyth jnrhsdftncz d jnltkmyjq cnhfybwt (pf cnhfybwtq gjctotyyjuj cfqnf).
Pop-Up - nt[yjkjubz, ghb rjnjhjq ,fyyth jnrhsdftncz d jnltkmyjq cnhfybwt (gthtl cnhfybwtq gjctotyyjuj cfqnf).
PR (Public Relations) - byajhvfwbjyysq gjdjl, dspsdf.obq gjkj;bntkmysq bkb jnhbwfntkmysq htpjyfyc chtlb felbnjhbb. Àdnjh: Àktrcfylh Ífevjd webstudent_ru/modules/wfsection/article.php?articleid=291 |
