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Adaugat in data de 22-04-2007

Modalitati de promovare de carte pe piata din Romania

Modalitati de promovare de carte pe piata din Romania

Publicatiile culturale se promoveaza mai greu intr-un cadru romanesc mai putin interesat de publicitatea cartilor, in comparatie cu toate celelalte materiale tiparite care se bucura de mai multa atentie.

Publicitatea este facuta prin intermediul recenziilor din interiorul publicatiilor culturale, reviste de specialitate, ziare saptamanale ca Romania Literara, Observatorul cultural, Dilema veche sau reviste precum Dilemateca, Sapte Seri, 24 FUN. Specialistii in PR care se ocupa de promovarea unei carti incearca sa aduca recenziile in acele publicatii prin care sa isi atinga publicul. O solutie de promovare a unei carti, dar care necesita un buget uneori mai ridicat, este televiziunea. Aparitia cartii la unele emisiuni TV culturale este conditionata de buget sau, in cazurile fericite, de un departament de PR cat mai eficient.

Editura poate promova o carte prin pliante si cataloage trimise clientilor, adica celor care sunt interesati direct de carte. De asemenea, publicitate la o carte se poate face si pe panourile amplasate in statiile de metrou sau in refugiile de autobuze. Coperta cartii poate aparea pe un panou amplasat in aceste locuri avand astfel sanse mari de a atinge un numar mare de oameni, apartinand sau nu target-ului. O eficacitate mai pronuntata ar avea amplasarea de panouri in zonele cu institutii de invatamant sau in campusuri studentesti - Universitate, Regie, Agronomie, Politehnica.



Publicitatea indoor din unitatile de invatamant sau din lifturile caminelor studentesti poate reprezenta o solutie pentru promovarea unei carti. Bannerele si flyerele nu necesita o investite costisitoare si pot crea o promovare eficienta in functie de zonele in care sunt amplasate, respectiv distribuite. Bannerele pot anunta lansarea unei carti sau a unui autor si locul unde aceasta va avea loc.

Un exemplu bun de promovare a culturii prin carte a fost dat de cei care s-au ocupat cu publicitatea cartiilor lui Paolo Coelho - un succes enorm pe piata. PR-ul poate fi o unealta vitala in promovarea unei carti, specialistii in PR angajati pot trimite comunicate cotidienelor pentru rubricile de cultura.

Evenimentele sau targurile din domeniul cultural sunt un prilej de promovare a cartilor, la fel cum si organizarea de concursuri in interiorul cartilor sau castigarea unor premii la cumpararea cartii pot determina o vanzare mai mare a acestora, in functie si de target. Totodata, promovarea se poate face si printr-un eveniment al lansarii care sa atraga atentia sau chiar cooptarea de parteneri media. Atat publicitatea indoor, cat si cea outdoor pot ajuta vanzarea unei carti, dar nu trebuie evitata promovarea online, care poate fi extrem de eficienta in special in grupurile de specialitate.

 

Iulia Rosu (Redactor, SMARTfinancial.ro)

SMART financial - www.SMARTfinancial.ro ©

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