Mobil İçerik ve Yayıncılıkta İzne Bağlı Bireysel Pazarlama

8/14/2019 Mobil erik ve Yaynclkta zne Bal Bireysel Pazarlama

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FJEJI OIFIJ_

Cb qj Wn{cb 0 Nwlce M_NIZ

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Lnoki jrkm qj [c{egimc pej Oci Okrj{wji Xcpcriclc

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{c{egicr cwebce) xcdci lnoki kjrkmijr bj mziicegicr cwebce ejlik jefji ijrbkr% Lnokikjrkm qj {c{egimc kpej oci okrj{wji lnoki xcpcriclclnbjik) {cek mziicegee kwjbkk lnokikjrkm mcriebc xrnakikej z{fze) ojiik wc{bc xcpcriclc zewzrz nmzlcw) kpijljwk) bkeijljwk qj{cmziicelcw plbr% Okrj{wji dcmicr qj jkm jrjqjwkebj {c{eg qj rjmiclqjrjeijrke) kpej oci

okrj{wji lnoki xcpcriclc lnbjikek jrgkd jljwk fjrjmkr% Cegcm bkjr lnbjiijr bj mziiceir% Ozbnmnrc jpkebj fpijl) ikjrcr crclcw qj rejm nic{icre crbebce) okr lnbji fjikkrkilk)crcrlc clcg{ic bjrkeijljwkej frlj kke lnoki {c{eg) bnecel) {cpil) nxjrcr)

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Eclj ceb Wzreclj 0 Nwlce M_NIZ

Akjib 0 @nzrecikwl

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Mj{vnrbw 0 Lnokij Xzoikwdkef Orncbgcwkef Ecrrnvgcwkef) Lnokij Gneje)

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Xzoikwdkef) orncbgcwkef) ecrrnvgcwkef jgdeninfkjw crj bjqjinxjb ceb lnokij

xzoikwdkef) orncbgcwkef) ecrrnvgcwkef dcw klxijljejb ke dj vnrib% Lnrj dce dcia na dj

gzrrje dzlce xnxzickne dcw zwjb nr zwkef lnokij gnllzekgckne bjqkgjw% Dnvjqjr lnokij

gneje ceb xzoikgcknew) orncbgcwjb czbkn qkwzci lcjrkci) wkii zwjb ijww dce ndjr gneqjekneci

ljbkc% Qnkgj kw dj lnw gnewzljb gneje ke lnokij ljbkzl= dj ndjr gnejew crj ciwn ijww

gnewzljb dce qnkgj% Zwjrw xrjajr lnokij gneje dc kw jgnenlkgci) ingckne ceb gnejt ocwjb)

zwjr arkjebi{ ceb xnwwkoij n xjrwnecikwj% Xzoikwdjrw ceb orncbgcwjrw vcew n wjeb ceb ij djkr

crfjjb zwjrw rjcb) ikwje) vcgd) xic{) vrkj ceb kejrcg djkr gnejew vdjejqjr ceb vdjrjqjr

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lnbji anr xzoikwdjrw ceb jtxjewkqj lnokij gneje anr zwjrw crj vn klxnrce nowcgijw%

Xjrlkwwkne ocwjb kebkqkbzci lcrmjkef ke dj lnokij gneje ceb xzoikwdkef) orncbgcwkef)ecrrnvgcwkef lnbji) eclji{) anr c zwjr n oj coij n rjcb) vcgd) zwj) kejrcg) xic{ c lnokijgneje ke jtgdcefj na dkw nr djr xrnakij) kw dj wnizkne% Vkdke dj arclj na kebkqkbzci rkfdw ceb

jdkgw rzijw) xzoikwdjrw) orncbgcwjrw ceb cbqjrkwjrw) lzw gdnnwj xjrlkwwkne ocwjb kebkqkbzci

lcrmjkef ke dj lnokij gneje ceb xzoikwdkef% Dnvjqjr ndjr ozwkejww lnbjiw ciwn oj zwjb% Kedkw wzb{) cajr nowjrqckne) ikjrczrj rjqkjv ceb gcwj wzbkjw) c lnbji bjqjinxjb) ke,bjxd

kejrqkjvw gnebzgjb anr rjwjcrgd xzrxnwjw vkd lnokij xzoikwdkef) dcrbvcrj) wnavcrj) nxjrcnr)

lcrmjkef wxjgkcikww ceb bjgkwkne lcmjrw) ceb c wzrqj{ gnebzgjb anr fjejrci lnokij

gnllzekgckne bjqkgj zwjrw%


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3% F_

Fjrjm okikl cbcl cmiebcmk ocp wnrzicrc {ce crclcm kke {cpcr% Neze cwi

wjrqjek ozbzr% Oz wnrzicr bc {ij nrc{c mcr0 Bkwkxikek{ij kifkik jlji qj wrjmik

{jekijeje okifkijrk nmzrmje ocp onizmicr frr {c bc onizmicr nibzzez ber) neicrc

{ce crcr% Oz bnmnrc jpkeke {cpcr mnezwzez ojikrijrmje cmiebc z wnrzicr qcrb0 Lnoki

kjrkm ejbkr> [jek ljb{c nicrcm lnoki ljb{cee crc{p) kjrkm qj k wnrzeicr ejijrbkr>

Lnoki kjrkm qj {c{egie nxizlwci {e ejbkr> Lnoki kjrkm qj {c{egim) {jek ljb{c

ociclebc kejrejje wnercmk cclc nicokikr lk> Lnoki ljb{c) ljb{cee Kejrejje

wnercmk cbl l> [nmwc wcbjgj acrmi okr wzezl nrcl l> [cek) oe mjebkwkek

nizzrce xcrcicre nxiclebce bcdc acpic okr j{ lk> Mziicegicr lnoki kjrkk ejbje

qj ecwi jrgkd jbjr> Lnoki kjrkm ciceebc {cxice z{fziclcicr qj wnezicr ejijrbkr>

Lnoki kjrkm qj {c{egie bkjr {c{e nrclicr{ic c{e qj acrmi pjiikmijrk ejijrbkr>

Lnoki kjrkke {c{egimcmk {jrk qj qccebc fcpjjgkijrij kikmkwk ejbkr> Xcpcriclc,

rjmicl,dcojr djrmjwj wjwijelj{je jmenin`kijrke mjklkek wciclcm kke cocri okr

jqkm kjrkr lk> Jjr {ij{wj) oz bzrzl fjrjk frlj{k jefjiij{jgjm okr wkw xjrbjwk

lkbkr>

Be{cbcmk 1)6 lki{cr kewcee 2)7 lki{cree mziiceb qj kijkkl crcicree je

xnxijrk nice lnoki kijkkl jmenin`kijrk qj ozeicre {c{egim) okrj{ qj nxizlc jmkijrk

oz jpke mnezwzbzr% Lnoki kjrkm qj {c{egimic kifkik oz bnmnrc jpkebj) lnoki

{c{egie bnzz qj fjikklk) kpijbkk qj kpij{jokijgjk {niicr) be{cbce ?4 rejm nic{)

2? zplce qj {c{eg kij 3488 mziicegbce jibj jbkije okifkijr jrjqjwkebj nrc{c mnezizx

xjmkkrkilkkr% Oz bnmnrc jpkebj mzrclwci ci{cxee nizlcw kke egjikmij {cmewclc)

beil j{ijl) jmenin`k mcozi lnbjik) {jekikmijrke {c{ilcw) okrijkrkilk jmenin`kmcozi qj mziicel mzrclicr kij mziicelicr qj bn{zlicr {cmicl jij cieb) c{e

pclcebc wnw{ci okikwji mzrcl bc bjjrijebkrkibk% Oz bnmnrc jpkebj wrc{ic) oz mzrcl qj

{cmiclicr jljikebj ikjrcr crceb) rejm nic{icr kegjijebk) zplceicric bjrkeijljwkej

frljijr {cxib qj okr lnbji mzrzicrcm fjikkrkije wne mziiceg cemjk{ij jw jbkibk % Oz


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bnmnrc jpkebj) lnoki kijkkl qj {c{egim kikmkwk jij cieb) oz ociclbc lnoki kjrkm

mjklk kke mziicegicrc grjwkp kjrkm) xcpcriclc akrlcicrec kpkeik mziiceg xrnaki qjrkwk

wzelc {ejlk mnez jbkibk% Mcqrclwci bpj{bj jij ciece lnoki kjrkm qj {c{egimckpej oci okrj{wji xcpcriclc lnbjik {cek kpej oci xcpcriclcee lnoki nrclbc

okrj{wjiijkrkiljwk qj ozeze lnoki kjrkm {c{egiebc mziicel{b%

Oz bnmnrc jpkeke mnezwz) {zmcrbc wc{iceicre ebc qj lnoki kijkkl cice

pjikebj) {c{egicr) mziicegicr) kijkkl ci{cxw wcic{ce nxjrcrijr) bnecel qj

{cpil rjkgkijrk) rjmiclqjrjeijr qj xcpcriclc krmjijrkeke okr crcbc bjjrijebkrkijrjm

cijrecka okr lnbji jrjqjwkebj wrbrijokikr okr jmnwkwjlke qcrnizx niclc{cgcbr%

Lnoki nrclbc je acpic wjw mjkiljmjbkr= bkjr qjrkijrke mjklk wjwj frj cp% Oz{pbje oz bnmnrc jpkebj webj bzrzice xrnoijl {c{egim jmenin`kwk fjikkk) lnoki

{c{egim z{fziceb qj kewceie {crwee lnoki kijkkl bnecel nibzz dcibj) ejbje

lnoki kjrkm qj {c{eicre di bkjrijrkej frj nm jrgkd jbkiljbkkbkr% Oz jpbj

wcqzezicebegj zbzr0 Lnoki kjrkm qj {c{egim bjjr cmcrl wrjijrkebj) kpej oci

okrj{wji xcpcriclc lnbjikeke mziicel= mziicegicre mkkwji xrnakiijrkek

bjejij{jokiljijrkeke qj qjrk fqjeikkeke wcicelcw mc{b{ic= lnoki mziiceg) {c{eg)

nxjrcr) xcpcriclc qj rjmicl krmjk) rjmiclqjrje) {cpil qj bnecel krmjijrk fkok

crcaicre fjrjmwkeklijrkek) cijrecka lnbjiijrbje bcdc bjefjik okklbj mcricr%

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fjikkrkije cemjke mziicegicrc z{fzicelcwbr% Bnmnrc jpk oj oilbr0 Okrkegk oil

Fkrk) kmkegk oil [c{egim) Lnoki Nrcl qj Lnoki [c{egim) eg oil Okrj{)

Rnxizl qj Jmnenlk Cwebce Lnoki [c{egim) brbeg oil Lnoki [c{eg)

Zplce qj Ljb{c Mziicegicr Crcrlcw) ojkegk oil Wnez%

im oil nice fkrkje wnerc {jr cice kmkegk oilbj) {c{egie jljiijrk qj

crkdwji cbce jmenin`keke {c{egimcmk rni ceicib) {c{egim qj lnoki {c{egim

kikmkwk) lnoki {c{egim mcqrcl) lnoki kjrkm qj kikmkik mnezicr jrjqjwkebj mcxwcli

okklbj kegjijebk% Oz oilbj c{rgc {cpil) bnecel qj ci{cx ociclebc lnoki


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kijkkl jmenin`kijrkej kikmke okifkijr okikkl {cmiclee zewzricrebce bnecel qj

{cpil kjrjgjm okklbj {jek nizce mcqrcl qj {ejlijrj bj bjkekijrjm qjrkibk% Oz

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qj bc{cecm enmcicr cmiceb) jkik ikjrcr caicr{ic c{rei nicrcm nrc{c mn{zibz%

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okikkl {cmiclee zewzricrebce okrj{ qj nxizl jrjqjwkebj ?4 rejm nic{ic okrikmj

cecikpijr {cxib% Lnoki wnw{ci {ccl) mir) dzmzm) mziicegeerjkk kjrkm) lnoki k

qj bjjr cmcrl) lnoki kijkkl ciceebcmk acrmi akrlc qj okrj{ijrke rniijrk) xcpcriclc okiklkeke jp ociclebcmk mnezicric kikmkwk) mirji qj jmnenlkm jmkijr qj kijkkl

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ozifzicr {jr cilcmcbr% Crcrlc wnrzicr) jibj jbkije qjrkijr webje dkxnjpijrij cecikp

jbkijrjm ozifzicr nrc{c mn{zibz% Oz oilbj egjikmij 2? lnoki {c{eg qj zplceic

{cxice bjrkeijljwkej frlj qjrkijrk jij cieb qj kegjijebk) crbebce jibj jbkije okifkijrbnrzizwzebc wnrzicr dcpriceb) oz wnrzicr mziiceicrcm 3488 lnoki kijkkl bnecel

mziicegw{ic fjrjmijkrkije cemj wnezicr ojklwji kwckwkm) xcrcljrkm qj xcrcljrkm

nilc{ce jwijr kij cecikp jbkibk%

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z{fziclcicrc {ejikm jkiklijrk qj weriimicr egjmk oilijrj caicr {cxicrcm crib%

Bjrkeijljwkej frlj kke mziiceice acrmi wjmrijrj qj ciceicrc ck zplce wnrzicr)zplceicrc kikmke bjlnfrcakm ocp qjrkijr qj wne mziiceg cemj anrlz kij ocp wne mziiceg

cemj {nrzlicr bc jmijrbj wzezibz%


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?% [C[KEGKIKM) LNOI N_RCL QJ LNOI [C[KEGKIKM

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lce{jkm) jijmrnmkl{cwci) jijmrnljmcekm qj bkjr kijkl wkwjlijrk{ij kijkiljwk)

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jrkklkej wzezilcwbr%ijrij{je oilijrbj ceicicgc fkok) lnoki {c{egim djl ocwi ,

ljkewji,frcakmwji kjrkmijrke) djl bj frwji,kkwji kjrkmijrke cmcricokibkk okr {c{e


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nrcl qj jmenin`kwk wzecr% Fjek mkijijrj ceebc kijkijokije okr WLW,LLW) qkbjn)

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nilcbce frlj) jmjrijm bcdc zpcm ljwcajijrj bcdc acpic j{c kij dcrjmj jlj{k wcicr%

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{cxx) bcdc mcikjik {ccr% Okifkik okr nxizl nic{icrc qj jkiklijrj bcdc cozm qj kwjbkk


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bnrzizbc {ce qjrkr% ewceicr mjebkijrkek bcdc mnic{ fjikkrkr qj c{e cebc okrnm k

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xrnajwr nice Mcecbci gnrca{cg qj wk{cwj kmkwcw Dcrnib Cbclw Keekw $34;2,3;:?+)


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kijkkl jmenin`kwkek wk{cwci qj jmnenlkm wrjijrke jljik wc{cr $Lcjicr qj Lcjicr)

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ciebcbr) wn{z qj plwji nilcmce nm) mcqrclwci okr okklbj ber $Ocibkek)

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??3bj kebj) L 1?bj _nlcbc xnwc jmkicicr) nrc cbc qj wnercwebc fqjrgkeijr

bj kijk clcbc mziiceir% Cijrecka kijk clc {niicr crcwebc xelckm xijrij

wkikebkrijrbje kijkl) mpcmic qj ocineic febjrkl bj wc{ir $Vkmkxjbkc Lcki) ?88;o+% Crm

m ljmzx {jrkej) j,xnwc) WLW qj{c ceebc ljwcìclc{ic kij ceebc cig{c ziclcm

jrgkd jbkikr% be{cwebcmk rjmcoj) je dpi mzr{j dkpljkebje bcdc cozm nice

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{ijbkr0 L 7888ijr xcxkrw) L :;icr kim fcpjj nice Cgc Bkzrec) LW 388ijr m)

3888ijr lrjmmjx mziicece mcijlijr qj kebjmk lcoccicr) 3288ijr Fzjeojrf qj kim

Cqrzxc lcoccw) 3:88ijr mzrze mcijlijr) 3488ijr bcmkin) 3;18icr ljke jbkrijrk qj

okifkwc{cr%


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?%3%?%?% Rjijane) _cb{n qj Rjijqkp{ne

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wkwjlijrk frir $Vkiikclw) 34:?0733+% Cegcm 3478icrbce ojrk jijmrkmik

jijmnlekmcw{ne wkwjlijrk nrc{c mlc{c ocicr% 36;?bj Giczbj Gdcxxj kim wjlcanrz

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mzrcr% 3474bj Wclzji Lnrwj qj Ciarjb Qcki COBbj occri okr bjejlj {cxcricr% 34:3bj

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jijanez) jijmrnanekm jmk bjekije) mnezlc qj kkljeke cpc zzice xcrc kij

fjrjmijkk acrmi okr cwcrlc wcdkx nibzzebce xrckm ozizelcp% Fjijejmwji ceiclbcmk

kim jijanez Cijtcebjr Ojii 3461bc kgc jbjr $Vkmkxjbkc Rjijxdnej) ?88;+% 3464 qj 346;

{iicrebc kim kgcrk jijane jojmjijrk efkijrj qj COBbj mzrzizr% 3448ijrbj djlje l

o{m COB jdkrijrkebj wcerci frjqikijrkeke crcgi{ic bc niwc jijane kijkklk qcrbr

$Wcebw) 3;6703?+% Rrmk{j&bj kim jijane 3;8;bc mziicelc fkrjr $Jijmrkm Ldjebkwikk

Bjrfkwk) ?886011+% Mcbm{ qj Oj{niz wcerciicr 3;33bj dkpljj cir% im nnlckm

jijane wcercik 3;?1bc Cemcrc&bc mzrzizr% XRR&eke 3;68&ijrbje wnerc {cx cilcicric

jijane) Rrmk{j&bj fj clc dpi {c{ir% @cljw Ikebwc{ 34:2j kmk lki ljwcaj{j jiwkp

jifrcace kijk cmcrr $Vkmkxjbkc Vkrjijww Rjijfrcxd{) ?88;+% 34;7bj Ekmnic Rjwic

mcoinwzp jifrca jmenin`kwkeke bjc{icre nrc{c mn{cr qj z{fzicr% Mziiceb cxcrc)qcmzl xijrkeke ozizelcwebce egj rcb{n wkwjlijrkebj mziiceice l zewzricr

kjrljmjbkr% 3;88bj _jfkecib Ajwwjebje mcoinwzp nicrcm kewce wjwkek cmcrr% 3;83bj

Fzfikjiln Lcrgnek efkijrj qj COB crcwebc mcoinwzp kijkkl mzrcr% _cb{n kijkklkeke


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jljiijrk Djrp kij cir acmc 3;% {{% wneicrebc Lcrgnekeke bjej{ijrk rcb{n kijkklkeke

ocicefgbr $Jrbnce) ?88303+%

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jijane ci{cxwe) jiik okr zizwze wkekr wkwjlk nicrcm celicr% Rjijane) nn{niicr qj

bjlkr{niicr fkok) pji okr pclce,zpcl ocicewebc kewceicr okrokrkej ocicr% Clc okr

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jlcwe pji okr anrlzez nizzrzr% [cpcricrc frj jijane zpze ljwcajijrbj fkrkkl nic{e

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Crc{ce jjr celicelclwc {c bc mjebkwkek celiclclc{ wjlkwj) gnrcak okr

mnezlic qj wnw{ci okr kijqij jlcw nilcp% Fjrjmje ojbjewkpijkr qj oz rzdwci dciij bj

bjejklwkpijkr% $LgIzdce) ?8830?88+% Xnwc qj jijane weri oj{j wcdkx mkkijr kke)

kijkklke mcxwcle fjekijkr% Xnwc qj jijane bm grjk{ij) koil qj wcec{kijlj

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bz{bzmicr kijkklk wzecr% Rjijane) :8&ik {iicrbc okrj{ijr crcwebc fjrjm okr oc nizr% Clc

c{e pclcebc bc mkkijrke pji dc{cec fkrkiljwk wnezgzez bnzrzr% Rjijane c{e pclcebc

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cimceimicre bc bjkkrkr% Je zpcm {jrbjmk mkk{j mcqzlcm kke ocwk okr j{ijlk {jjrik

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rfijrj bcdc bz{cri nilc qj bcdc bnrzbce ziclc arwce mkkijrj cer% Rjijwjmrjjrfkok jmenin`kijr okrj{wji cicebc jkm ojmkwkfkok kijq frjrjm) oz bzrzlz cbjc {jekbje

bjefjijr%


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Lnoki kijkkl bnecelicr) jijaneze okr wnercmk cclcw nicrcm {zmcrbc wc{ice

jmkijrke mcicecrcm crlcwec ejbje nizr) l ozeicrc okr bj zpclbce oclwpi bc

jmij{kx mkkijr crcw kijkklbj fjrk{j mcice wne wer nice wcok dcicrc ociimpnrzeizizzez nrcbce mcibrr% _cb{n) kimke jiwkp jifrca cb kij bz{zizr% Arcewc&bc rcb{n

J{ajike jrcaebc) bpjeik xrnfrclicrc 3;??&bj ocicr% nz imjbj rcb{n kwcw{neicre

pji akecew mzrcr% Ocicefc arjmcew cdwkwkej kikmke kbbjik crlcicr {ccer% _cb{n)

dcim crcwebc dpi {c{ir% COBbj) 3;7?&bj {cmicm 188 kwcw{ne qj 3? lki{ne rcb{n)

3;28&bc Arcewc&bc : lki{ne rcb{n qcrbr $Icpcr) ?883+%_cb{neze {jekikk l{ij crcgwp

{c{e mcxcwkjwkej wcdkx nilcwbr% Ocicefc oz mcxcwkjbje xnikkmcg

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