{"id":3189,"date":"2022-04-25T08:30:41","date_gmt":"2022-04-25T06:30:41","guid":{"rendered":"https:\/\/sarecontents.eus\/?p=3189"},"modified":"2022-04-25T10:36:31","modified_gmt":"2022-04-25T08:36:31","slug":"koherentzia-eta-komunikazioa","status":"publish","type":"post","link":"https:\/\/sarecontents.eus\/eu\/koherentzia-eta-komunikazioa\/","title":{"rendered":"Koherentzia eta komunikazioa"},"content":{"rendered":"

Komunikazioaren funtsa intentzionalitatea da, edukiak duen intentzioa. Komunikazio koherentea pertsona, hedabide edo enpresa batek egiten dituen jarduerak haren ideiekin edo adierazten duenarekin bat datorrenean da. Beraz, mezuak zentzua eta esanahia izateak badu pisua.<\/span><\/p>\n

Horrela izan ezean, kontraesanak sortzen dira. Publizitate-kanpaina batek, albistegi batek edo post batek asmo bat du, eta funtzio komunikatzailea. Kontraesanek hartzailea nahasi egiten dute, mezua beti ez delako berdina eta ez da guztiz argia.\u00a0<\/span><\/p>\n

Marka dena da, baina denak ez du balio.<\/span><\/h3>\n

Marketinak merkatuan dagoen marken arteko lehia bizi du. Marka enpresak adierazten duen oro da, jendeak buruan duena. Marka irudia da, marka mezua da, marka produktua da. Dena da marka.\u00a0<\/span><\/p>\n

Marka eraki egiten da. Identitate ezaugarriak atxikitzen zaizkio, balioak definitzen dira eta zeini zuzendu bideratzen da. Markari zentzua ematen dioten jarduerak osatzen dute markagintza. Hau da, markaren lanketa eta komunikazioa.<\/span><\/p>\n

Markaren komunikazioari dagokionez, esaten dena eta egiten denaren arteko harreman logikoa da markaren koherentzia. Komunikazioaren koherentzia. Mezua eta ekintza bat datoz, proiektuaren nortasuna eta balioak haien jardunbideekin lotura dute.<\/span><\/p>\n

Eraiki. Egin. Esan.<\/span><\/h3>\n

Proiektu bat hutsetik eraikitzen da, eskaini nahi den produktu edo zerbitzua ardatz hartuta lan egiten da. Irudi bat aukeratzen da, koloreak eransten zaizkio, izena ematen zaio. Printzipio batzuen gainean eraikitzen hasten da eta identitatea sortzen da.<\/span><\/p>\n

Enpresak bere lana burutzeko hainbat ekintza eta jarduera burutzen ditu. Estrategia martxan jartzen du eta errealitate bihurtzen du bere zeregina. Produktu edo zerbitzuren bat eskaintzen lortzen ditu diru-sarrerak.\u00a0<\/span><\/p>\n

Eta hau guztia komunikatu egiten du, jendarteari kontatzen dio. Komunikazioa koherentea izateak markari onurak ekartzen dizkio. Baita mezua argia eta ulergarria izateak ere. Beti mezu berdina transmititzen bada eta tonu berbera mantentzen bada, publikoak zure markarekin lotuko du. Guzti honek sinesgarritasuna eta konfiantza ematen ditu.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Komunikazioaren funtsa intentzionalitatea da, edukiak duen intentzioa. Komunikazio koherentea pertsona, hedabide edo enpresa batek egiten dituen jarduerak haren ideiekin edo adierazten duenarekin bat datorrenean da. Beraz, mezuak zentzua eta esanahia izateak badu pisua. Horrela izan ezean, kontraesanak sortzen dira. Publizitate-kanpaina batek, albistegi batek edo post batek asmo bat du, eta funtzio komunikatzailea. Kontraesanek hartzailea nahasi […]<\/p>\n","protected":false},"author":2,"featured_media":3190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104],"tags":[],"class_list":["post-3189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-komunikazioa"],"yoast_head":"\nKoherentzia eta komunikazioa - SARE Contents<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"eu_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Koherentzia eta komunikazioa - SARE Contents\" \/>\n<meta property=\"og:description\" content=\"Komunikazioaren funtsa intentzionalitatea da, edukiak duen intentzioa. Komunikazio koherentea pertsona, hedabide edo enpresa batek egiten dituen jarduerak haren ideiekin edo adierazten duenarekin bat datorrenean da. Beraz, mezuak zentzua eta esanahia izateak badu pisua. Horrela izan ezean, kontraesanak sortzen dira. Publizitate-kanpaina batek, albistegi batek edo post batek asmo bat du, eta funtzio komunikatzailea. 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