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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."},{"$a":"ATL advertising, BTL advertising, advertising campaign, target audience, Unique Selling Proposition, soft positioning, rating, market share, advertising image, primary target audience, competitive advertising."},{"$a":"10.12737\/3473"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Ucheb. posobie. \u00e2\u0080\u0093 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Ucheb. posobie. \u00e2\u0080\u0093 M.: Eksmo, 2007."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: strategii prodvizheniya: Ucheb. posobie. \u00e2\u0080\u0093 M.: Eksmo, 2008."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Ucheb. posobie. \u00e2\u0080\u0091 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama i PR-tehnologii. \u00e2\u0080\u0093 M.: Armada Press: Drofa, 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Ucheb. posobie. \u00e2\u0080\u0093 2-e izd., dop. \u00e2\u0080\u0093 M.: Ekonomist', 2006."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Bove K., Arens U. Sovremennaya reklama \/ Per. s angl. \u00e2\u0080\u0093 Tol'yatti: Dovgan', 1995."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Nozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. \u00e2\u0080\u0093 M.: Yurist', 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Paramonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Ucheb. posobie. \u00e2\u0080\u0093 M., 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Rozhkov I.Ya. Reklama: planka dlya profi. \u00e2\u0080\u0093 M.: Stranica, 1998."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Feofanov O.A. Reklama: novye tehnologii v Rossii. \u00e2\u0080\u0093 SPb.: Piter, 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Hopkins Klod. 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