LDR 05537nam#a2200625#i#450# 001 250 005 20241126091049.2 008 _ 20171116d2017####ek#y0engy0150####ca 020 ## _$a978-5-369-00780-8 041 0# _$aRUS 044 ## _$axxu 080 ## _$aТеория, методология и методы общественных наук в целом. Социография. 30 084 ## _$aЭкономика торговли. Торговая реклама. Недвижимость. 6542 _2bbk 084 ## _$aРеклама. 42.02.01 _2okso 084 ## _$aРеклама и связи с общественностью. 42.03.01 _2okso 084 ## _$aРеклама и связи с общественностью. 42.04.01 _2okso 084 ## _$aРеклама. Маркетинг. PR. 795 _2tbk 084 ## _$aОбщественные науки и идеология. 00.08 _2grnti 100 #1 _$aMuzykant, Valyeriy 245 00 _$aAdvertizing _$cTextbook 260 1# _$aMoscow _$bPublishing Center RIOR _$c2017 300 ## _$a208 p. 500 ## _$aThe hand book deals with the different aspects of advertising. Advertising process is considered as an important part 4 P’s, and integral part of brand creativity. Advertising creates brand assets, based on the financial reserves and legal protection of the brand, its emotional / rational / functional capital, successful positioning and other key attributes. Advertising and promotion always influence the target audience in Pre-market as well as in the market era. The author, Professor V.L.Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the advertising position during campaigning. Special focus is being made to a set of associations, creates in the minds of the target audience a concept based on the consumer's comparative evaluation of company's brand with competing trademarks. _$aATL advertising, BTL advertising, advertising campaign, target audience, Unique Selling Proposition, soft positioning, rating, market share, advertising image, primary target audience, competitive advertising. _$a10.12737/3473 510 0# _$aMuzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Ucheb. posobie. – M.: Eksmo, 2009. 510 0# _$aMuzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Ucheb. posobie. – M.: Eksmo, 2007. 510 0# _$aMuzykant V.L. Reklama v deystvii: strategii prodvizheniya: Ucheb. posobie. – M.: Eksmo, 2008. 510 0# _$aMuzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Ucheb. posobie. ‑ M.: Eksmo, 2009. 510 0# _$aMuzykant V.L. Reklama i PR-tehnologii. – M.: Armada Press: Drofa, 2002. 510 0# _$aMuzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Ucheb. posobie. – 2-e izd., dop. – M.: Ekonomist', 2006. 510 0# _$aBove K., Arens U. Sovremennaya reklama / Per. s angl. – Tol'yatti: Dovgan', 1995. 510 0# _$aNozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. – M.: Yurist', 2000. 510 0# _$aParamonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Ucheb. posobie. – M., 2002. 510 0# _$aRozhkov I.Ya. Reklama: planka dlya profi. – M.: Stranica, 1998. 510 0# _$aFeofanov O.A. Reklama: novye tehnologii v Rossii. – SPb.: Piter, 2000. 510 0# _$aHopkins Klod. Nauchnaya reklama. ‑ M.: Eksmo, 2007. 510 0# _$aAleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. – M., 2001. 510 0# _$aBorisov B.L. Tehnologiya reklamy i PR: Ucheb. posobie. – M.: FAIR-PRESS, 2001. 510 0# _$aLebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. – M.:Academia, 1995. 510 0# _$aPochepcov G.G. Teoriya kommunikacii. – M.: REF-BUK. VAKLER, 2001. 510 0# _$aRozhkov I., Kismereshkin V. Imidzh Rossii. Resursy, opyt, prioritety. – M.: RIPOL klassik, 2008. 510 0# _$aChumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika. Ucheb. posobie. – M.: Delo, 2003. 510 0# _$aSharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika. V 2-h ch. – M., 2003. 510 0# _$aBalabanov A.V. Zanimatel'noe mediaplanirovanie. M.: RIP-holding, 2003. 510 0# _$aBuzin V.N., Buzina T.S. Mediaplanirovanie dlya praktikov. – m.: Vershina, 2006. 510 0# _$aDzhouns Dzh.F. Reklamnyy biznes: deyatel'nost' reklamnyh agentstv, sozdanie reklamy, mediaplanirovanie, integrirovannye kommunikacii. – M.: Vil'yams, 2005. 510 0# _$aDevis, Dzhoel Dzh. Issledovaniya v reklamnoy deyatel'nosti: teoriya i praktika / Per. s angl. – M.: Val'yams, 2003 510 0# _$aEvstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie. Ucheb. posobie dlya nachinayuschih mediaplanerov. – M.: RIP – Holding, 2000. 510 0# _$aKolomiec V.P. Televizionnoe prostranstvo global'ngo mira [Elektronnyy resurs]. – Rezhim dostupa: http://www.acvi.ru. 510 0# _$aLeveshko R.P. Analiz effektivnosti reklamy. – SPb., 2002. 510 0# _$aNazaykin A.N. Effektivnaya reklama v presse. – M., Izd-vo mezhdunarodnogo interneta reklamy, 2001. 510 0# _$aSissors Dzh., Beron R. Reklamnoe media-planirovanie. – SPb.: Piter, 2004. 510 0# _$aFomicheva I.D. Industriya reytingov. Vvedenie v mediametriyu. – M.: Aspekt Press, 2004. 510 0# _$aShmatov G. Osnovy mediaplanirovaniya. Evristicheskiy podhod. – Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007. 533 ## _$aThere is an electronic copy 856 4# _$ariorpub.com _$u