05537nam#a2200625#i#450# 250 20240427001631.6 20171116d2017####ek#y0engy0150####ca 978-5-369-00780-8 RUS xxu Теория, методология и методы общественных наук в целом. Социография. 30 Экономика торговли. Торговая реклама. Недвижимость. 6542 bbk Реклама. 42.02.01 okso Реклама и связи с общественностью. 42.03.01 okso Реклама и связи с общественностью. 42.04.01 okso Реклама. Маркетинг. PR. 795 tbk Общественные науки и идеология. 00.08 grnti Muzykant, Valyeriy Advertizing Textbook Moscow Publishing Center RIOR 2017 208 p. The 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. ATL advertising, BTL advertising, advertising campaign, target audience, Unique Selling Proposition, soft positioning, rating, market share, advertising image, primary target audience, competitive advertising. 10.12737/3473 Muzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Ucheb. posobie. – M.: Eksmo, 2009. Muzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Ucheb. posobie. – M.: Eksmo, 2007. Muzykant V.L. Reklama v deystvii: strategii prodvizheniya: Ucheb. posobie. – M.: Eksmo, 2008. Muzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Ucheb. posobie. ‑ M.: Eksmo, 2009. Muzykant V.L. Reklama i PR-tehnologii. – M.: Armada Press: Drofa, 2002. Muzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Ucheb. posobie. – 2-e izd., dop. – M.: Ekonomist', 2006. Bove K., Arens U. Sovremennaya reklama / Per. s angl. – Tol'yatti: Dovgan', 1995. Nozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. – M.: Yurist', 2000. Paramonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Ucheb. posobie. – M., 2002. Rozhkov I.Ya. Reklama: planka dlya profi. – M.: Stranica, 1998. Feofanov O.A. Reklama: novye tehnologii v Rossii. – SPb.: Piter, 2000. Hopkins Klod. Nauchnaya reklama. ‑ M.: Eksmo, 2007. Aleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. – M., 2001. Borisov B.L. Tehnologiya reklamy i PR: Ucheb. posobie. – M.: FAIR-PRESS, 2001. Lebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. – M.:Academia, 1995. Pochepcov G.G. Teoriya kommunikacii. – M.: REF-BUK. VAKLER, 2001. Rozhkov I., Kismereshkin V. Imidzh Rossii. Resursy, opyt, prioritety. – M.: RIPOL klassik, 2008. Chumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika. Ucheb. posobie. – M.: Delo, 2003. Sharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika. V 2-h ch. – M., 2003. Balabanov A.V. Zanimatel'noe mediaplanirovanie. M.: RIP-holding, 2003. Buzin V.N., Buzina T.S. Mediaplanirovanie dlya praktikov. – m.: Vershina, 2006. Dzhouns Dzh.F. Reklamnyy biznes: deyatel'nost' reklamnyh agentstv, sozdanie reklamy, mediaplanirovanie, integrirovannye kommunikacii. – M.: Vil'yams, 2005. Devis, Dzhoel Dzh. Issledovaniya v reklamnoy deyatel'nosti: teoriya i praktika / Per. s angl. – M.: Val'yams, 2003 Evstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie. Ucheb. posobie dlya nachinayuschih mediaplanerov. – M.: RIP – Holding, 2000. Kolomiec V.P. Televizionnoe prostranstvo global'ngo mira [Elektronnyy resurs]. – Rezhim dostupa: http://www.acvi.ru. Leveshko R.P. Analiz effektivnosti reklamy. – SPb., 2002. Nazaykin A.N. Effektivnaya reklama v presse. – M., Izd-vo mezhdunarodnogo interneta reklamy, 2001. Sissors Dzh., Beron R. Reklamnoe media-planirovanie. – SPb.: Piter, 2004. Fomicheva I.D. Industriya reytingov. Vvedenie v mediametriyu. – M.: Aspekt Press, 2004. Shmatov G. Osnovy mediaplanirovaniya. Evristicheskiy podhod. – Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007. There is an electronic copy riorpub.com