05836nam#a2200673#i#450000100040000000500170000400800400002102000230006104100090008404400090009308001340010208401110023608400360034708400840038308400840046708400800055108400540063108400500068508400560073508400920079108400770088310000250096024500520098526000440103730000120108150008990109351001080199251001030210051001080220351001020231151001100241351000800252351001270260351001050273051000980283551001180293351000710305151000780312251000810320051000890328151001110337051000730348151001210355451001060367551001430378151000720392451000650399651001070406151001240416851001790429251000860447151001440455751001080470151001050480951000700491451001280498453300330511285600170514551220240426211018.5  20171116d2017####ek#y0engy0150####ca##$a978-5-369-01121-80#$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##$aПрямые продажи (сетевой маркетинг). 79362tbk##$aРеклама. Маркетинг. PR. 7952tbk##$aОсновы маркетинга. 79532tbk##$aОтраслевой маркетинг. 79542tbk##$aМаркетинговые исследования. Бенчмаркинг. 79552tbk##$aОбщественные науки и идеология. 00.082grnti#1$aMuzykant, Valyeriy 00$aIntegrated marketing communications$cTextbook1#$aMoscow$bPublishing Center RIOR$c2017##$a218 p.##$aThe hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective  positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.$aintegrated communications, ATL- tools, BTL- tools, IMC campaign, target audience, Unique selling proposition, soft positioning, rigid positioning$a10.12737/81840#$aMuzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Uchebnoe posobie. – M.: Eksmo, 2009.0#$aMuzykant V.L. Psihologiya i sociologiya v reklame: Uchebnoe posobie. – M.: RIOR: INFRA-M, 2012.0#$aMuzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Uchebnoe posobie. – M.: Eksmo, 2007.0#$aMuzykant V.L. Reklama v deystvii: strategii prodvizheniya: Uchebnoe posobie. – M.: Eksmo, 20080#$aMuzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Uchebnoe posobie. – M.: Eksmo, 2009.0#$aMuzykant V.L. Reklama i PR -tehnologii. – M.: Armada Press: Drofa, 2002.0#$aMuzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Uchebnoe posobie. – 2- e dop. izd. – M.: Ekonomist', 2006.0#$aBove K., Arens U. Sovremennaya reklama: Per. s angl. — Tol'yatti: Izdatel'skiy Dom 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: Uchebnoe 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#$aAleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. — M., 2001.0#$aBorisov B.L. Tehnologiya reklamy i PR: Uchebnoe posobie. — M.: FAIR -PRESS, 2001.0#$aLebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. – M.: Akademia, 1995.0#$aPochepcov G.G. Teoriya kommunikacii. — M.: REF BUK. VAKLER, 2001.0#$aChumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika: Uchebnoe posobie. — M.: Delo, 2003.0#$aSharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika: V 2- h ch. — M., 2003.0#$aEvstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie: Uchebnoe posobie dlya nachinayuschih mediaplanerov. — M.: RIP — Holding, 2000.0#$aIvanov A.N. Besplatnaya reklama. — M.: Al'pina Pablisherz, 2010.0#$aLeveshko R.P. Analiz effektivnosti reklamy. — SPb., 2002.0#$aNazaykin A.N. Effektivnaya reklama v presse. — M.: Izd- vo mezhdunarodnogo instituta reklamy, 2001.0#$aShmatov G.A. Osnovy mediaplanirovaniya: evristicheskiy podhod. — Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007.0#$aMuzykant V.L. Reklama kak social'nyy institut: Vozniknovenie i osnovnye etapy razvitiya: Avtoref. dis. ... d- ra sociol. nauk / In- t social'no- polit. issled. — M., 1998.0#$aRossiter Dzh.R., Persi R. Reklama i prodvizhenie tovarov. — SPb.: Piter, 2000.0#$aUl'yanova T.A. Reklama kak ob'ekt sociologicheskogo analiza: Avtoref. dis. ... kand. sociol. nauk / MGU im. M.V. Lomonosova. — M., 1996.0#$aUl'yanova T. Sociologicheskie issledovaniya sredstv rasprostraneniya reklamy. — M.: INION RAN, 1995.0#$aUl'yanova T., Mishina Yu. Specifika sociologicheskih issledovaniy reklamy. — M.: INION RAN, 1994.0#$aFedotova L.N. Sociologiya reklamnoy deyatel'nosti. — M., 2002.0#$aShigapova D.K. Reklama kak social'nyy institut: Avtoref. dis. ... kand. sociol. nauk / Kazan. gos. un t. — Kazan', 1995.##$aThere is an electronic copy4#$ariorpub.com