ابتکار الإعلان بالوسائل المحيطة (مدخل لابتکار تصميم الإعلان بالوسائل المحيطة)

نوع المستند : المقالة الأصلية

المؤلف

Badr unversity, Media &graphic Dept

المستخلص

فى هذا العصر أضحى المستهلکون يتعرضون للعديد من الرسائل الاعلانية من خلال الوسائط المختلفة ، مما قد يتسبب فى فقد المتلقى للانتباه وتشتته ، لذا يبذل المعلنون جهودا حثيثة لإيجاد وسائل جديدة وأساليب مبتکرة لجذب إنتباه المستهلک ، وتقديم رسائل اعلانية مميزة لافتة للانتباه فى ظل شوشرة الرسائل الاعلانية اليومية التى يتعرض لها المتلقى.
وأحد هذه الأساليب هو الإعلان بالوسائل المحيطة(Ambient advertising )، حيث يعتبر الإعلان بالوسائل المحيطة أحد إستراتيجيات تسويق الغوريللا (Guerrilla marketing )، والذى يتمحور حول الوصول إلى العملاء المستهدفين بأساليب تتسم بالإبتکار والتشويق والمفاجأة مما يجعلها تتعلق بذهن المستقبل، ويساعد ذلک فى وصول الرسالة إلى مجتمع أکبر من المستخدمين فى ظل ميزانيات منخفضة. ( استراتيحية تسويق الغوريللا تعتبر اکثر ملاءمة للمشروعات الصغيرة والمتوسطة التى تنفذ بميزانيات منخفضة )
يستخدم هذا البحث المنهج الوصفى فى إلقاء الضوء على الإعلان بالوسائل المحيطة وتحديد وسائله وأساليبه، آملا أن يساعد ذلک المصممين ويشجع المسوقين المحليين لاستخدام هذه الاستراتيجية الإعلانية ،کما يستخدم هذا البحث المنهج التجريبى وذلک لإبتکار تصميمات خاصة بالإعلان باستخدام الوسائل المحيطة، حيث يمثل الإبداع والإتصال الفعال بالمستخدمين المحور الأساسى فى إعلان بالوسائل المحيطة. ووصولا لهذا تم تطبيق تقنيات التفکير الإبداعى ، تقنيات مختارة تتوافق مع عملية التصميم بهدف إبتکار تصميم إعلان بيئة محيطة, ثم قياس مدى تحقيق سمات الإبداع وفعالية الإعلانات المقدمة من خلال إجراء إستبيان لآراء المتخصصين ، وحيث أن النتيجة جاءت بالإيجاب بنسب مقبولة لکل إعلان ( 79% إلى 89%) لذا نأمل أن يمثل هذا البحث مدخل إلى تصميم اعلانات الوسائل المحيطة التى تتسم بالابداع ، إلا أن هذا المدخل بحاجة إلى المزيد من التدقيق والبحث .

الكلمات الرئيسية

الموضوعات الرئيسية

المراجع

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