wdLHdkh" kalrKh iy mdfNda.

slhd

wdLHdkh hkqfjka ks;ru jHjydrfha mj;skqfha ;%mg" fg,skdgH iy jd;d jevigyka

ms<sn`ojhs' fuh fj<`o ka l,djg wod,j mj;sk jHydl l;sldj b;d iS;h' tfy;a
woH;kfha fndfydaa fj<`o oeka l;kaor lSf l,djla fyda ckm%sh wdLHdk iajrEmhla Wiq<hs'
l;kaorhlg yelshdjla mj;skjd fj<`o oeka j, wf,lrK wruqKq lrd ;shqKq f,i m%Yag
ug' who;kfha fuh Pkms%h Nd;hla f,i l .ekSug yelsh' fuu l;kaorh m%cdj w;rg
fkdfyd;a mdrsfNda.slhka lrd jykh jkafka Tjqkaf.au wdorh" ne`oS" in`o;d " wys iy
<.dlr .ekS mok lrf.k u fuys mj;sk wdkqYx.sl ;;a;ajhls' WodyrKhla f,i weiafol
jdf.a /l.kak rfPl=g jdf.a i,lkak " wfma rf ksiaiq fjkia ta fjkig .re lrK wms
" hy.=Kfhka bhg" wdorfha w;au mdg fukau ;reK m%cdj w;r m%j,s; fh!jkfha fmdmshk
pu;aldrh;a oelah yelsh' fuh wm fkdokakd w`{dksl ;,fha mj;sk oekalrKfha oS
kssudKlrejka i`{dksl jk wkqN+;sl ;;a;ajhka f'

fndfyda fj<`o oeka j, m%;s,dN bosrsm;a lsrSu ;ldkql+, Tmamq lsrS olajd .uka lr we;'
ksoiqka f,i folu tlk wehs tllg jemqr f.jkafk" oka; fYaI`{hkaf.a ks.uk olajd
fuu m%jdyh .uka lr we;' by; idOlhkag n,mdk ufkda uq,sl jmirshla mj;sk nj fuh
wOHkfha os meye,s lr.; yelsh' f:;sydisl f,i wm l;kaor weiq iy l;kaor lshq Pd;shls'
fuh mqrd jD;a; yd PkY%e;s weiqfrka ukdj myod .; yelsh' ksudK wOHlaIjrhdg jeo.;a
jkafka wm lrd mefKk fiajdodhlhdf.a wjYH;d ;Dma; lsrSu iy wod, oekau ;u wdh;k
kduh Tiafia mdrsfNda.sl .; lsrSuhs' wm tys tla yjq,aldr fldgils' tk mdrsfNda.slhd r`ojd
.ekSu Wfoid wLHdk ixl;khka Tiafia f.;a; lrkakka f' tfia ksmojk ,o tla oekauls
cs;hhs r;a;rka hkak' fuys ie`. ;snq ifydaor;ajfha l;dj ufkda uq,sl ;;a;ajhkag
ixksoYkhls' tfldau;a tl rgl hkak wmg kqyqre fkdu ;=< w`{dkslju th wm ;=<
;em;a lrhs'

ksIamdokhl mj;sk .=Kd;aul fm<Uu ms<sn`o f;dr;=re yd oekg mj;sk .=Kd;aul ;;a;ajhka
ms<sn`oj jrKh lsrSug oeka fhdod .ekSu wkq;h' fuh mdrsfNda.sl mdYjfhka n,k l<
m%fYSh ;;a;ajhka folla f,i .%y l< yelsh' tk Yaf,aIKd;aul l%shdj,shla iy
wdLHdkuh l%shdj,s ;;a;ajhla mj;S'

fuysoS Yaf,aIKd;aul iajrEmfha oS oeka fm<ska fm< l%uj;a f,i tys mj;sk kHdhsl iy
m%dfhda.sl in`o;d Tiafia .%dyl.; lsrSu fyda m%dfhda.sl ;,hg /f.k hdu is f' fuysoS
ksIamdok fm<U f;dr;=re wvx.= lsrSu wka;.; Yaf,aIKfha oS oelsh yels ;;a;ajhls'
meje;au m%uqL;dj" in`o;d iy jkdl hk ldrKdj,oS fuu Yaf,aIKd;aul m%fYh tla
wdLHdkuh ;;a;ajhls' tysos ;lafiareuh fm<Uldrlhka fhdod .ekSu WodyrKhla f,i
Wmrsu bkaOk msrsueiau " jeu ldhlaIu;djh wdosh oelah yelsh' f Tiafia wfmalaIdlrkqfha
jrKh fjkia lsrSug iy fm<Uldrlhka W;af;aPkh lsrsu u fkdryils'

wdLHdkuh ;;a;ajhka j,oS fuu w.h lsrS m%uqL;d iy in`o;dj,g meje;au mok lrf.k
.;a uq,sl iajrEmhla msrskuhs' ksiqkaf.a oekq iy iyPdihka u; fuhg m%fY f yelshdj
nyq, f,i mj;S' fuu wdLHdkuh ;;a;ajhka j,oS mdrsfNda.slhd fm<.eiau is lrhs' tk jvd
fydoska l;kaorh lSug iu;a jqfha ljqo hkak Tjqka ;SrKh lrhs' taa wkqj ,oS .ekSf yd
fm<U wkqldrlhka fm< .iajhs'

fuu Yaf,aYKd;aul yd wdLHdkuh oeka iajrEmhka j,oS fjkiau jQ f;de;=re iy fijq

l%uhka fukau wNsfma%rk l%uhkao tu ksIamdokhka yd iajrEmhka u; foda,kh ug ,la fjhs'

tlsfklg ;;aiu fkdjQ prs; iy udkhka fuysos Nd; lsrSu ;j;a fYaI;ajhls'

wdLHdk ls%hdj,sh m%Odk jYfhka fldgia 03 la hgf;a oekalrKhg wod,j .%y l< yelsh'
tk"

1& kdu wdLHdkh

2& oekalrK wdLHdkh

3& ;ks wdLHdkh

fuysoS kdu wdLHdkh hkak ksIamdok oekaf kduh ^Brand) hkak .%y lsrSu i|yd fhdod .;
yelsh' fuysoS wf,lrK ;;ajhka ;=, fuhg ix{duh w:hla ,nd oSug yelshdjla mj;s' fuh
fndfyda g mdrsfNda.slhd ufkda uQ, ;;ajhka j,g wduka;%Kh lsrSf iajrEmhls' fuysoS
NdKavfha mj;sk ;;ajhka .ek .%y lsrSug jvd kduh ia:dms; lsrSu i|yd fndfyda g nyq,j
Nd; lrhs' fojkqj oeka jHdmdrfhaoS ksIamdokh ;yjqre lsrSu is lrhs' fuh wka;
in|;djla mj;sk ;;ajhls' tk kdu wdLHdkh iu ksIamdok wdLHdkho ne|S mj;sk neka
thska hqla;j fuys fojk fldgig .uka l< fkdyelsh' oekalrK wdLHdk iajrEmfhaoS .,d
hdf wLkav;djhla mj;ajd .ekSu mokfuys mj;sk ;;ajhls' fuhg O jQ wdLHdk iajrEmhka
tys wdlD;sh u; f.dvk.d .; yelsh' flfia fyda fuh mdrsfNda.slhd w;rg NdKavhla fyda
fiajdjla f,i /f.k hdf uQ,sl iajrEmh mejrS we;' fuu wdlD;sluh fjkia u;
mdrsfNda.sl fm<U o fjkia Ndjhka bis,Su j,ld,sh fkdyel' f ksidu wdLHdkuh
oekalrKh nyq O iajrEmhla .kS' tk nyq wdLHdkuh iajrEmhkao h h wdlD;sluh
Ndjhka j,oS mj;S' WodyrKhla f,i fuu oekalrKfhys kdgHuh iajrEmhlao ;sh yelsh'
flfia fj;;a wdLHdkuh oekalrKfhys wkq fldgfils kdgHuh iajrEmh'
idudkH wdLHdk iajrEmhka fndfyda wjia:d j,oS n,dfmdfrd;a;=uh mdYjfhka fmkS ishs'
O jQ m%ia;=;hka yd wkqNq;Ska mok lr.;a nyq O ixialD;sl ,laIK /.;a m%jdyhla f,i
fuu iajrEmh wre;a .ekah yelsh' wdishd;sl oeka ieu gu fjk;a mdYjhla yd noaO
fjka l;sldjg Ndckh jk g ngysr oeka fndfyda g iajhx ,d lr .ekS olajd mj;sk
nj tu fjkia iajrEmhka wOHkfhaoS ;yjqre f'

uqs; udOH oekalrK wdLHdkfhysoS rEm u.ska fm< lshug fm<.eiaula we;s lsrSu m%lg
;;ajhls' fuys wm%lg ;;ajhlao mj;S' fuu jHx.d:hka .%yKh lr .ekSu i`oyd O jQ kHdhsl
iy m%dfhda.sl ;,hka mej;sho kalrKh Tiafia nyq O f;are .ekS ^Multiple meaning&
tAldlD;sl ;,hla Tiafia mdGkh lsu jeo.;a jkafka kalrKfhys wfmalaIs; ixPdkkSh
wruqK u;hs'

fuys f;jk mdYjh f,i idlPdjg ,la l< ;ks wdLHdk iajrEmh fuh iDcq wdLHdk
iajrEmhg iudk jQ ;;ajhla f,io .%y l< yelsh ' tk fuh m%pdrKfhka miq ls%hdj,sh yd
nekq ls%hdldrs ;;ajhla f' fuh w;sYh mqoa.,dkq noaO f,i ksudKh jk wdLHdkuh
iajrEmhla f,i oelah yelsh' .%dyl" fma%laIl fyda mdrsfNda.sl wka;.;h u; mokj fuh
Yaf,aIKh l< yelsh' fuysos wdishd;sl oeka j,oS ixialD;sh mok lr .ekSu iy tys mj;sk
nysi%d lsrS iy ixhqla; .; lsrS oelsh yelsh' fuu ;ks wdLHdk iajrEmh fkdfyd;a iajhx
wdLHdkh wdLHdk ixl:kh yd ne|S mj;sk ;;ajhls' wdLHdkh hkak ;lafiare l< fkdyels
mj;sk yd jHj:khg ,la jk ;;a;ajhla f,i yd wdlDd;sh wkqj wka;.; iajrEmh fjkig
Ndckh lrk uQ,sl ;;ajhls' fuys mdfNda.sl mx;sh ielfikqfha mfNdaPkjd wdl rgdjla
;=<h' l%h Yla;sh u; mok jq fuu mx;sh fndfyda g m%;sreoaO wdLHdkhla Wiq<hs' thg
fya;=j jkafka wmf.a m%:l iy oa;Sl wjYH;d ksKh lsug ukig ksoyia wjldYhla
fkdue;s uhs' fujeks ;;a;ajhka ;=< l%shd;aul ;,fha wfmalaIs; ;;a;ajhka lrd <`.d ug
ufkda uq,sl fukau iuyr wjia:d j, iDPq m%;spdr la o is f' kuq;a fuh mx;s ;,h iy
fkd.e,mS mj;S' tk ieu gu fhda; mx;sh wfmalaIs; Wjukd yd wjYH;d ix;Dma; lr
.ekSug fm<f' fu;=,ska wiu; mdfyda.sl mx;sh f.dv ke.Sug wjldYhla mj;S' tk fuh
meje;af ;;a;ajhla f,i w: lah yelsh' fuh fndfyda g ixy;sl mokfuka fmkS isho
ka krUk g ixy;sl hk ixl,amh wNsfhda.hg ,la f' tk ;=<skao i`oydo hkak
laIsma; ;;a;ajhls' wo jk g kalrKh mdfNda.sl ;;a;ajhka ;srKh lrk wdkqYx.sl
fldgila njg m;a we;'

ka lshjk g fndfyda wjia:dj, tys ixl,amSh lshug fukau iDPqju mdfNda.sl wdlYk
uq,h fj;go fhduq h yelsh' fuh iyPdk ksfhdaPk iajrEmhls' tk fi!kaohjd
,laIKhka fu;=<h wdlYkh lsu ;=< u hk ixl,amh kalrKh ;=<g wdrEV we;'
.kg wkqj rEmjdysksh i;H ;h m%lg lrk whqka kj ixialD;sl iy iudP w.hka
ixfla;d;aul f,i jHjydrhg muqKjhs' kalrKh tys jdylfhla f,i l%shd;aul fjhs'

fuu oekalrKfhys wdLHdkuh iajrEmh n,mE iy.; yd f.dvke.S ;;ajhl mj;S' fuysoS
wdrNh" uOH iy wjidkh fndfyda g wkfmalaIs; f,i wfmalaId lrhs' tfukau mdrsfNda.slhd
iudka;r wdLHdkhkao wfmalaId lrhs' wfkld yd nekq iudc yd ufkda uQ,sl ;;ajhla jqjo th
oekalrKfhys wdLHdkh ;SrKh lsrSug iDcqj n,mdhs' tfukau ksiqkaf.a l;kaoro l,ska
l,g fjkia h yelsh'

wdY%s; .%ka:

Phillip Kotler, Marketing Management, 14th edition, Prentice Hall of India (PK)

George E. Belch & Michal A. Belch Mc Graw hill, Advertising and Promotion: An integrated
Marketing Perspective, Sixth Edition,

lldpdh ics;d fyajdm;srK "

Y%S md,s uKavmh"
fld<T YajoHd,h'