GRNTI 00.08 Общественные науки и идеология
OKSO 42.02.01 Реклама
OKSO 42.03.01 Реклама и связи с общественностью
OKSO 42.04.01 Реклама и связи с общественностью
BBK 6542 Экономика торговли. Торговая реклама. Недвижимость
TBK 795 Реклама. Маркетинг. PR
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.
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