nana Sengelia

reklamis samarTlebrivi sivrce

da qarTuli sareklamo bazari

reklamis intensiuri ganviTareba meoce saukunis dasawyisidan samoc-samocdaaTian

wlebamde, momxmarebelTa CamoyalibebasTan erTad, teqnikuri saSualebebis
ganviTarebamac gansazRvra. sareklamo bazris ganviTareba mWidro kavSirSia ekonomikisa
da teqnikis ganviTarebasTan. am procesSi mniSvnelovania Tanamedrove sazogadoebis
Tavisebureba. yvelaze mTavari mainc `momxmarebelTa sazogadoebis" fenomenia. reklamis
mizania miawodos potenciur momxmarebels informacia saqonlis, momsaxurebis, maTi
gamoyenebis wesisa da Seqmnis saSualebebis Sesaxeb. sabazro urTierTobaTa da
konkurenciis normaluri ganviTareba SeuZlebelia reklamis, rogorc bazarze saqonlis,
samuSaosa da momsaxurebis gasaRebis erT-erTi ZiriTadi saSualebis, gareSe.
sareklamo seqtoris struqturis Camoyalibeba, misi profesiona-lizacia meoce
saukunis samociani wlebidan iwyeba. momxmarebelTa sazogadoebis bumi pikSia. reklama mas
erTgulad mihyveba. igi am procesis ganviTarebas xels uwyobs. iqmneba axali tipis
sareklamo saagentoebi, romlebsac namdvili da seriozuli koncefciebi edeba safuZvlad.
sareklamo gamosaxuleba garkveuli mesijis matarebeli xdeba. aqedan dawyebuli reklamaSi
mniSvnelovani finansuri da adamianuri resursebi gamoiyeneba. `70-ian wlebSi sareklamo
gamosaxulebidan qreba reklamirebadi produqcia da mis adgils konkretuli koncefcia
ikavebs. iqmneba `gamosaxuleba-Soki", romelic momxmarebelTa sazogadoebis provocirebis
kidev erTi axali xerxi xdeba. 1970-80-iani wlebi reklamis ganviTarebis istoriaSi erT-
erTi yvelaze kreatiuli da saintereso periodia, rac gansazRvra orma mniSvnelovanma
faqtorma: sareklamo saqmianobaSi mniSvnelovani finansuri investiciebi ganxorcielda da
reklamis seqtorSi inteleqtualuri, Tamami da Zalian kreatiuli ilustraciebis
koncentracia moxda (n. natroSvili, 2009).
Tanamedrove marketingis sistemaSi reklamis roli ise gaizarda, dasaSvebia
ganixilebodes ara marto konkurentebTan brZolis mZlavr iaraRad, aramed sameurneo
sferos saeqsperto-analitikur dargad, vinaidan qveynis ekonomikuri saxis yvelaze sufTa
anarekls sareklamo biznesi iZleva.
mediaeqspertebi miiCneven, rom reklamam, garda aSkara sargeblisa, SesaZloa
masobrivi informaciis saSualebebze uaryofiTi gavlenac moaxdinos. magaliTad, reklamis
msxvil ganmaTavsebels SeuZlia moiTxovos Tavisi komerciuli an politikuri interesebis
sazogadoebriv interesebze maRla dayeneba.
Tanamedrove sareklamo industriisaTvis gamoyenebulia yvela ZiriTadi
sakomunikacio saSualeba: televizia, radio, filmebi, Jurnal-gazeTebi, interneti,
bilbordebi, video TamaSebic ki. didia reklamis zemoqmedebis mniSvneloba. amerikuli
Ford Moto Company-is damaarsebeli henri fordis sityvebiT, `reklamirebis Sewyveta
fulis dazogvis mizniT igivea, rac saaTis SeCereba drois dazogvis mizniT".
saqarTvelos kanoni `reklamis Sesaxeb" samauwyeblo reklamas ganmartavs, rogorc
mauwyeblis mier gavrcelebul komerciul, socialur an winasaarCevno reklamas, garda
mauwyeblis mier sakuTar an damoukidebel programasTan dakavSirebiT gakeTebuli
gancxadebisa, romelic exeba fizikur an iuridiul pirs, saqonels, momsaxurebas, samuSaos,
ideasa da wamowyebaze nebismieri saSualebiT da formiT gavrcelebul informacias,
gamiznulia pirTa ganusazRvreli wrisaTvis da emsaxureba fizikuri an iuridiuli piris,
saqonlis, momsaxurebis, samuSaos, ideisa da wamowyebisadmi interesis formirebasa da
SenarCunebas, agreTve saqonlis, momsaxurebis, samuSaos, ideis da wamowyebis realizaciis
xelSewyobas" (saqarTvelos kanoni "reklamis Sesaxeb", muxli 3, punqti 1).
 udavo WeSmaritebaa, rom ganviTarebadi qveynebis mediasaSualebebis umravlesoba
Semosavlis udides nawils reklamidan iRebs. saqarTveloSi sareklamo biznesis wili ar
aris imdenad didi, rogorc dasavleTis qveynebSi, magram sareklamo Semosavlebi
mediasaSualebebisaTvis aqac mniSvnelovani faqtoria.
reklama metia, vidre mediasaSualebebis `ekonomikuri mxare". masSi asaxulia
`moTxovna da miwodeba", rac mas sazogadoebisa da ekonomikis sarked aqcevs. reklamebi
bazris kvlevisaTvisac saintereso masalebs iZleva. maTi mixedviT SesaZlebelia daskvnebis
gamotana mTeli regionis an qveynis ekonomikuri ganviTarebisa da kulturuli normebis
cvlilebebis Sesaxeb.
Tanamedrove ekonomikuri urTierToba iZleva Tavisufali samewarmeo saqmianobis
SesaZleblobas. aucilebelia sareklamo bazris samarTlebrivi regulireba, rac
dakavSirebulia sxvadasxva kanonsa da wesebTan, romlebic gansazRvraven, Tu rogori saxiT
unda moxdes saqonlis reklamireba. aseTi wesebi SeiZleba moicavdes mraval aspeqts; maT
Soris reklamis ganTavsebas, drois dagegmvas da Sinaarss. `reklamis Sesaxeb" kanonis
ZiriTad variantSi vkiTxulobT: `saqarTvelos saxelmwifo antimonopoliuri samsaxuri
(SemdgomSi antimonopoliuri samsaxuri) Tavisi kompetenciis farglebSi aregulirebs
reklamis Sesaxeb saqarTvelos kanonmdeblobis dacvis saxelmwifo kontrols"
(saqarTvelos kanoni "reklamis Sesaxeb", muxli 3, punqti 1). saqarTvelos
kanonmdebloba reklamis Sesaxeb Sedgeba saqarTvelos konstituciis saerTaSoriso
xelSekrulebebis da SeTanxmebebis, am kanonis da saqarTvelos sxva sakanonmdeblo da
normatiuli aqtebisagan. kanonis mizania `reklamis sferoSi jansaRi konkurenciis
ganviTareba, sazogadoebrivi interesebis, reklamis subieqtebis da momxmarebelTa
uflebebis dacva, arasaTanado reklamis Tavidan acileba da aRkveTa" (iqve).
mTels msoflioSi reklamis yvelaze ufro mkacrad regulirebad saxeebs
warmoadgens Tambaqos nawarmisa da alkoholiani sasmelebis reklama.
saqarTvelos parlamentis bolodroindeli sakanonmdeblo iniciativiT, magari
spirtiani sasmelebis reklamis gavrceleba qalaqisa da sxva dasaxlebul punqtebSi,
gamzirebze, moednebze, satransporto saSualebebze da televiziis meSveobiT (22.00
saaTidan) moxdeba. aseve maTi gamoyeneba dasaSvebi iqneba kulturisa da sportis
organizaciebTan 100 metris radiusSi. aqamde moqmedi kanonmdebloba krZalavda spirtiani
sasmelebisa da Tambaqos nawarmis reklamis nebismieri saxiT gavrcelebas.
samarTlebrivi regulirebis qveS moqceulia reklamis ganTavsebis dro, anu dRis
romel monakveTSi, ramdenjer, drois ra intervalebs Soris SeiZleba ganTavsdes da
ramdeni xani SeiZleba gagrZeldes reklama. aseTi regulirebis Sinaarsi mkveTrad
gansxvavdeba qveynebis da maTi satelevizio qselebis specifikis mixedviT. kanonmdeblobiT
saqarTveloSi, iseve rogorc sxva qveynebSi, regulirdeba yalbi reklamis warmoeba,
romelsac ganmartaven, rogorc `reklama, romlis meSveobiT reklamis damkveTs (reklamis
mwarmoebels, reklamis gamavrcelebels) ganzrax Sehyavs SecdomaSi reklamis
momxmarebeli" (saqarTvelos kanoni "reklamis Sesaxeb").
saqarTveloSi, ukanasknel xanebSi dafiqsirebuli araxelsayreli biznespirobebis
miuxedavad, aRiniSna sareklamo kompaniebis raodenobrivi mateba. maTi umetesoba
mcirebiujetiani iyo. msxvili samewarmeo subieqtebi Tanxebs ar iSurebdnen efeqturi
sareklamo kampaniis Casatareblad. Sesabamisad, momxmarebels yoveldRiurad uwevda
finansuri institutebis, saafTiaqo qselebis, samSeneblo kompaniebisa Tu sxvaTa
sainformacio-propagandistuli lozungebiT cxovreba. sareklamo saagentoebSi
Semosavlebis zrdasTan erTad dRis wersrigSi dgeboda reklamis axali formebis, axali
strategiebis aucilebloba. tradiciuli gzebiT informaciis miwodeba araefeqturi
gaxda. Catarebulma kvlevebma cxadyo, rom bazarze arsebuli mravali kompaniidan Tu
romelimes gayidvebi aRmoCnda warmatebuli, es reklamis damsaxureba iyo. anu yoveli
TeTri, romelic sareklamo kampaniis warmoebaSi sworad daixarja, iyo investicia,
romelic reinvestirdeboda ukan kompaniis biujetSi.
 msoflio ekonomikuri krizisis fonze saqarTvelos sasicocxlo biznes garemoc
kriziss ganicdis. saerTaSoriso ekonomikur urTierTobebSi savaluto politikis met-
naklebma koordinaciam da problemebis inerciulma ganviTarebam saqarTvelos ekonomikac
daazarala. krizisis fonze mosalodnelia struqturebis da damkveTebis cvalebadoba,
radgan sareklamo industria zarals iTvlis. sareklamo Semosavlebis klebam didi
dartyma miayena biznesmedias, radgan aseTi gamocemebi swored sareklamo Semosavalzea
damokidebuli. am faqtorma kidev erTxel aCvena, rom mediisa da biznesmediis ganviTareba
pirdapirproporciulad ukavSirdeba sareklamo bazris ganviTarebas.
eqspertebis daskvniT, sareklamo bazari 2009 wlisaTvis ganixileba rogorc
gamWvirvale procesi, radgan Seqmnili krizisi kompaniebs aiZulebs realurad aCvenon is
suraTi, rac bazarze xdeba.
msoflios ekonomikur krizisTan erTad, saqarTvelos sareklamo bazarze didi
zegavlena moaxdina ruseT-saqarTvelos 2008 wlis agvistos omma. saqarTveloSi
ekonomikuri krizisi talRiseburad aRiniSna. msxvilma kompaniebma, reklamis damkveTebma
Tavi daizRvies da gadavidnen molodinis reJimSi. TiTqmis 50%-iT Seamcires biujeti.
analogiuri procesi mimdinareobs ruseTisa da evropis sareklamo bazarze. saqarTvelos
sareklamo industria, romlis ZiriTadi masa mcire saagentoebze modis, msxvili
damkveTebis monadirebaze iyo orientirebuli. juja kompaniebi verc warsulSi
sargeblobdnen xelsayreli sasicocxlo pirobebiT da krizisis fonze ufro damZimda maTi
xvedri. miuxedavad amisa, mosalodnelia bazarze saintereso tendenciebis gamokveTa.
SeiZleba Seicvalos Tematika. Seqmnili krizisidan gamomdinare, saimijo reklamebisaTvis
dasaSvebia transnacionaluri kompaniebis mxridan meti fulis daxarjva.
Tanamedrove qarTuli sareklamo bazris mimoxilva saintereso suraTs iZleva.
mediasaSualebebsa da sareklamo kompaniebis Semosavlebs didi ziani miadgaT. am procesebs
sareklamo bazarze didi cvlileba mohyva. niSandoblivia, rom qarTul realobaSi `eqvsi
kompaniis sinTezis Sedegad bazarze axali moTamaSe `ouT dor ge" gaCnda, romelic
dedaqalaqis masStabiT yvelaze met sareklamo baners flobs. eqspertebis azriT, dRes
yvelaze efeqturi gare- da satelevizio reklamaa, magram realobaa, rom axali
sakanonmdeblo iniciativiT kanonmdeblebma sareklamo kompaniebsa da eleqtronul medias
`maSveli rgoli gadaugdes" (n. natroSvili, 2009).
reklamis efeqturobas ara mxolod informaciuloba, aramed misi kreatiuloba
gansazRvravs. amisaTvis qarTuli developeruli kompaniebi namdvilad ar zogaven Tavs da
kompaniebis cnobadobis gazrdisaTvis xSirad mimarTaven saimijo reklamas. Tumca
proeqtis gayidvisaTvis umTavresi mainc sainformacio tipis reklamaa.
qarTuli developeruli kompaniebis sareklamo strategias, rasakvirvelia,
qarTveli momxmarebeli gansazRvravs. rogorc reklamis xasiaTi, aseve sareklamo arxebi
imis mixedviT irCeva, Tu razea mgrZnobiare momxmarebeli. Cveni developerebi reklamaze
proeqtis Semosavlebis daaxloebiT sam procents xarjaven, maSin roca msoflioSi
sareklamo kampaniaSi yvelaze met fuls `koka-kola" debs - Semosavlebis naxevari
(ramdenime milioni dolari) xarisxiani da xalisiani reklamis SeqmnaSi midis. reklama
emsaxureba rogorc kompaniis ganmtkicebas, aseve bazarze gamotanili sxvadasxva
produqtis stimulirebas. yvelaferi damokidebulia imaze, Tu ra Sedegis miRweva surs
kompanias konkretuli momentisaTvis. reklama maSin muSaobs efeqturad, rodesac
kompleqsurad keTdeba. magaliTad: `aqsisi" yvelanair sareklamo arxs iyenebs:
satelevizios, beWdviTs, autdors, rac moicavs bilbordebs, banerebs, kedlebs... 2008
wels `aqsisis" sareklamo aqtivobis daaxloebiT 70% televiziaze modis, 20% - gare, 10% -
beWdviT reklamaze, rogoricaa: gazeTi `sityva da saqme". kombinirebul reklamas aniWebs
upiratesobas sxva kompaniebic, mag., `iberia". `aseTi saxis reklamaSi momxmarebeli ara
marto mSral informacias iRebs konkretuli produqtis Sesaxeb, aramed iRebs
originaluri kreativis da dasamaxsovrebeli vizualis dozas" (b. CekuriSvili, 2008).
 ukanaskneli kvlevebiT qarTuli msxvili kompaniebidan, romlebic intensiurad
sargebloben momsaxurebis farTo sareklamo paketebiT, danaxarjebis sididis mixedviT
lideroben kompaniebi: "magi stili", romlis 2008 wlis noembris mdgomareobiT brunvam 5
939 104 lari Seadgina, "aversi farma", "jeoseli", "magTikomi", "rusTavi 2", `saxalxo
banki"... xolo arakomerciuli organizaciebidan: saxelmwifo uzrunvelyofis servisi da
centraluri saarCevno komisia.
SeTavazebul servisebze moTxovnebis struqturaSi pirvelobas isev satelevizio
reklamebi inarCuneben. ukan mihyvebian safasade konstruqciebi, poligrafia,
bilbordebi... (i. bardaveliZe, 2009, gv. 94-96).
mediaSi reklamis wilis 70-80 procenti televiziaze, 5-5 procenti-beWdur mediasa
da radioze, xolo 10-20 procenti gare reklamaze modis. reklamis ganviTarebis
TvalsazrisiT 2008 weli ufro dinamikuri iyo. eqspertebi varaudobdnen, rom 2009 wels
saqarTveloSi sareklamo bazris moculoba mniSvnelovnad Semcirdeboda. mizezi agvistos
cnobili movlenebi da msoflios ekonomikuri krizisia. xuTdRiani ruseT-saqarTvelos
omis Semdeg sareklamo saagentoebs damkveTi TiTqmis aRar hyavdaT.
miuxedavad Seqmnili mZime mdgomareobisa, mediareklamis bazari mainc mzardia.
kompaniebs reklamebis ganTavsebis TvalsazrisiT yvelaze metad eleqtronuli media
izidavs. yvelaze mzardi dinamikiT telebazari gamoirCeva. dRes kompaniebis midgomebi
reklamebis mixedviT or nawilad gaiyo. kompaniebis nawilma Seamcira marketingis xarjebi,
dazoga Tanxebi. meore nawilma airCia sareklamo aqtivobebis gaZliereba. sareklamo bazari
am kompaniebis kuTxiT SedarebiT dabalansebuli darCa. Tumca es ar niSnavs imas, rom
ekonomikuri krizisi sareklamo bazars ar Seexo. samSeneblo kompaniebma, avtoindustriam,
bankebma, turistulma kompaniebma mniSvnelovani danakargebi miiRes, rac aisaxa sareklamo
sferozec.
martivi WeSmaritebaa, roca izrdeba reklama, izrdeba damkveTi kompaniebis
Semosavlebic. Tuki mcirdeba - Sedegic Sesabamisad aisaxeba biujetze. sareklamo
kampaniis warmoebis procesSi sasurveli Sedegebis misaRebad aucilebelia ara mxolod
reklamebis, aramed sakomunikacio arxebis mimzidvelobac. 2008 wlis zafxulSi ACT
ikvlevda arxebis efeqtianobis xarisxs. Sedegebis Tanaxmad, satelevizio reklamebis (84%)
Semdeg, yurebadobis mixedviT momdevnoa gare reklamebis sxvadasxva formebi: quCis
banerebi (54%), moZravi reklama transportze (49%), quCis eleqtronuli reklama (37%)...
(i. bardaveliZe, 2009).
jer kidev 1999 wels kompaniebi kamaTobdnen, saWiro iyo Tu ara reklamaSi didi
fulis dabandeba. xuTi wlis Semdeg qarTuli bazari da kompaniebi darwmundnen mis
aucileblobaSi. mag., 2006 wels tele-radio mauwyeblobis Semosavlebi 40%-iT gaizarda.
es seriozuli naxtomi iyo. 2007 wels tele-radio mauwyeblobis sferoSi kompaniebis mier
miRebulma saerTo Semosavalma 80 ml. lari Seadgina. reklamis ganTavsebis TvalsazrisiT
eleqtronuli media liderobas ar Tmobs. dRiTidRe dawinaurda internetreklama.
eqspertebis azriT, sferos perspeqtiulobidan gamomdinare, am bazarze ufro mzardi
dinamikaa mosalodneli.
ekonomikuri krizisi Tavis kvals sareklamo bazris ganviTarebasac atyobs. nakleb
mosalodnelia sareklamo kampaniis warmoebis iseTive politika aRmoCndes mniSvnelovani
samomavlod, rasac uaxloes warsulSi mivmarTavdiT. rogorc kvlevebi cxadyofs,
ukanasknel wlebSi gare reklamebis moTxovnileba gaizarda. 2008 wels gare reklamis
xarjebSi zrdis procentulma maCveneblebma (35-44%) sagrZnoblad gauswres
teleganTavsebebis dros gaweuli xarjebis Semcirebul procents (2.97%) anu satelevizio
reklamaze moTxovnebis Semcirebis kvaldakval gazrdilia gare reklamaze moTxovnilebis
raodenoba" (i. bardaveliZe, 2009).

damowmebuli literatura
 i. bardaveliZe, 2009 - i. bardaveliZe, reklama unda eyos bizness Tu
biznesi reklamas, biznesi da kanonmdebloba, 2009.
n. natroSvili, 2009 - n. natroSvili, sareklamo bazris gadanawileba daiwyo: 24
saaTi, 2009, 15 ianvari, gv. B-B4.
n. natroSvili, 2009 - n. natroSvili, maSveli rgoli sareklamo bazars, 24 saaTi,
2009, 5 Tebervali. gv. B-B4.
g. qarazanaSvili, 2008 - g. qarazanaSvili, reklama da misi samarTlebrivi
regulireba, biznesi da kanonmdebloba, 2008, #5, gv. 56-59.
saqarTvelos sakanonmdeblo macne, 2006, #22, w. I, gv. 1.
saqarTvelos kanoni `reklamis Sesaxeb", 1998, 18 Tebervali, muxli 3, punqti 1.
b. CekuriSvili, 2008 - b. CekuriSvili, reklamis efeqturobas misi kreatiuloba
gansazRvravs, 24 saaTi, 2008, 29 oqtomberi, gv.B 4.

NANA SHENGELIA

LEGAL SPACE OF ADVERTISING AND THE GEORGIAN

ADVERTISING MARKET

Since the end of the 20th century advertisement placement is chiefly determined by the
perfection of technical facilities. It has not undergone whatever conceptual changes. Legal running of
advertisements in Georgia is regulated and granted by the corresponding regulations of the country.
The Georgian regulation about advertising consists of the Constitution of Georgia, international
agreements, of the acts of the related law proper and of other juridical and normative acts. The legal
regulations cover issues of the advertising products, as well as the time of advertisement placement.
The law regulates the issue of the fraud advertisement production.
In the recent period we witness interesting new tendencies at the Georgian advertising market
resulting changes in the corresponding market. At present companies are attracted by the electronic
media in terms of advertisement placement. Television market enjoys increasing dynamics. The
number of outer space advertisements has also increased. Experts view the advertising market as a
transparent process. The incipient crisis emerging on the background of the world economic crisis
compels the companies to show the realistic picture taking place at the market. Georgian advertising
market was badly affected by the Russian-Georgian war of August 2008. In spite of the aggravated
business environment of the recent years quantitative increase of the advertising companies is
noticeable.