05537nam#a2200625#i#450000100040000000500170000400800400002102000230006104100090008404400090009308001340010208401110023608400360034708400840038308400840046708400540055108400770060510000250068224500280070726000440073530000120077950010740079151001060186551001060197151001010207751001080217851000790228651001250236551000890249051000980257951001160267751000710279351000780286451000590294251000810300151000860308251001100316851000730327851001040335151001190345551001050357451000760367951000870375551001630384251001220400551001410412751001240426851000650439251001060445751000810456351000950464451001220473953300330486185600170489425020241126100346.2  20171116d2017####ek#y0engy0150####ca##$a978-5-369-00780-80#$aRUS##$axxu##$aТеория, методология и методы общественных наук в целом. Социография. 30##$aЭкономика торговли. Торговая реклама. Недвижимость. 65422bbk##$aРеклама. 42.02.012okso##$aРеклама и связи с общественностью. 42.03.012okso##$aРеклама и связи с общественностью. 42.04.012okso##$aРеклама. Маркетинг. PR. 7952tbk##$aОбщественные науки и идеология. 00.082grnti#1$aMuzykant, Valyeriy 00$aAdvertizing$cTextbook1#$aMoscow$bPublishing Center RIOR$c2017##$a208 p.##$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.$aATL advertising, BTL advertising, advertising campaign, target audience, Unique Selling Proposition, soft positioning, rating, market share, advertising image, primary target audience, competitive advertising.$a10.12737/34730#$aMuzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Ucheb. posobie. – M.: Eksmo, 2009.0#$aMuzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Ucheb. posobie. – M.: Eksmo, 2007.0#$aMuzykant V.L. Reklama v deystvii: strategii prodvizheniya: Ucheb. posobie. – M.: Eksmo, 2008.0#$aMuzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Ucheb. posobie. ‑ M.: Eksmo, 2009.0#$aMuzykant V.L. Reklama i PR-tehnologii. – M.: Armada Press: Drofa, 2002.0#$aMuzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Ucheb. posobie. – 2-e izd., dop. – M.: Ekonomist', 2006.0#$aBove K., Arens U. Sovremennaya reklama / Per. s angl. – Tol'yatti: Dovgan', 1995.0#$aNozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. – M.: Yurist', 2000.0#$aParamonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Ucheb. posobie. – M., 2002.0#$aRozhkov I.Ya. Reklama: planka dlya profi. – M.: Stranica, 1998.0#$aFeofanov O.A. Reklama: novye tehnologii v Rossii. – SPb.: Piter, 2000.0#$aHopkins Klod. Nauchnaya reklama. ‑ M.: Eksmo, 2007.0#$aAleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. – M., 2001.0#$aBorisov B.L. Tehnologiya reklamy i PR: Ucheb. posobie. – M.: FAIR-PRESS, 2001.0#$aLebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. – M.:Academia, 1995.0#$aPochepcov G.G. Teoriya kommunikacii. – M.: REF-BUK. VAKLER, 2001.0#$aRozhkov I., Kismereshkin V. Imidzh Rossii. Resursy, opyt, prioritety. – M.: RIPOL klassik, 2008.0#$aChumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika. Ucheb. posobie. – M.: Delo, 2003.0#$aSharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika. V 2-h ch. – M., 2003.0#$aBalabanov A.V. Zanimatel'noe mediaplanirovanie. M.: RIP-holding, 2003.0#$aBuzin V.N., Buzina T.S. Mediaplanirovanie dlya praktikov. – m.: Vershina, 2006.0#$aDzhouns Dzh.F. Reklamnyy biznes: deyatel'nost' reklamnyh agentstv, sozdanie reklamy, mediaplanirovanie, integrirovannye kommunikacii. – M.: Vil'yams, 2005.0#$aDevis, Dzhoel Dzh. Issledovaniya v reklamnoy deyatel'nosti: teoriya i praktika / Per. s angl. – M.: Val'yams, 20030#$aEvstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie. Ucheb. posobie dlya nachinayuschih mediaplanerov. – M.: RIP – Holding, 2000.0#$aKolomiec V.P. Televizionnoe prostranstvo global'ngo mira [Elektronnyy resurs]. – Rezhim dostupa: http://www.acvi.ru.0#$aLeveshko R.P. Analiz effektivnosti reklamy. – SPb., 2002.0#$aNazaykin A.N. Effektivnaya reklama v presse. – M., Izd-vo mezhdunarodnogo interneta reklamy, 2001.0#$aSissors Dzh., Beron R. Reklamnoe media-planirovanie. – SPb.: Piter, 2004.0#$aFomicheva I.D. Industriya reytingov. Vvedenie v mediametriyu. – M.: Aspekt Press, 2004.0#$aShmatov G. Osnovy mediaplanirovaniya. Evristicheskiy podhod. – Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007.##$aThere is an electronic copy4#$ariorpub.com