ADVERTIZING
Abstract and keywords
Abstract (English):
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.

Keywords:
ATL advertising, BTL advertising, advertising campaign, target audience, Unique Selling Proposition, soft positioning, rating, market share, advertising image, primary target audience, competitive advertising.
Text
Table of contents (PDF): Read Download

текст

References

1. Muzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Ucheb. posobie. - M.: Eksmo, 2009.

2. Muzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Ucheb. posobie. - M.: Eksmo, 2007.

3. Muzykant V.L. Reklama v deystvii: strategii prodvizheniya: Ucheb. posobie. - M.: Eksmo, 2008.

4. Muzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Ucheb. posobie. - M.: Eksmo, 2009.

5. Muzykant V.L. Reklama i PR-tehnologii. - M.: Armada Press: Drofa, 2002.

6. Muzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Ucheb. posobie. - 2-e izd., dop. - M.: Ekonomist', 2006.

7. Bove K., Arens U. Sovremennaya reklama / Per. s angl. - Tol'yatti: Dovgan', 1995.

8. Nozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. - M.: Yurist', 2000.

9. Paramonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Ucheb. posobie. - M., 2002.

10. Rozhkov I.Ya. Reklama: planka dlya profi. - M.: Stranica, 1998.

11. Feofanov O.A. Reklama: novye tehnologii v Rossii. - SPb.: Piter, 2000.

12. Hopkins Klod. Nauchnaya reklama. - M.: Eksmo, 2007.

13. Aleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. - M., 2001.

14. Borisov B.L. Tehnologiya reklamy i PR: Ucheb. posobie. - M.: FAIR-PRESS, 2001.

15. Lebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. - M.:Academia, 1995.

16. Pochepcov G.G. Teoriya kommunikacii. - M.: REF-BUK. VAKLER, 2001.

17. Rozhkov I., Kismereshkin V. Imidzh Rossii. Resursy, opyt, prioritety. - M.: RIPOL klassik, 2008.

18. Chumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika. Ucheb. posobie. - M.: Delo, 2003.

19. Sharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika. V 2-h ch. - M., 2003.

20. Balabanov A.V. Zanimatel'noe mediaplanirovanie. M.: RIP-holding, 2003.

21. Buzin V.N., Buzina T.S. Mediaplanirovanie dlya praktikov. - m.: Vershina, 2006.

22. Dzhouns Dzh.F. Reklamnyy biznes: deyatel'nost' reklamnyh agentstv, sozdanie reklamy, mediaplanirovanie, integrirovannye kommunikacii. - M.: Vil'yams, 2005.

23. Devis, Dzhoel Dzh. Issledovaniya v reklamnoy deyatel'nosti: teoriya i praktika / Per. s angl. - M.: Val'yams, 2003

24. Evstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie. Ucheb. posobie dlya nachinayuschih mediaplanerov. - M.: RIP - Holding, 2000.

25. Kolomiec V.P. Televizionnoe prostranstvo global'ngo mira [Elektronnyy resurs]. - Rezhim dostupa: http://www.acvi.ru.

26. Leveshko R.P. Analiz effektivnosti reklamy. - SPb., 2002.

27. Nazaykin A.N. Effektivnaya reklama v presse. - M., Izd-vo mezhdunarodnogo interneta reklamy, 2001.

28. Sissors Dzh., Beron R. Reklamnoe media-planirovanie. - SPb.: Piter, 2004.

29. Fomicheva I.D. Industriya reytingov. Vvedenie v mediametriyu. - M.: Aspekt Press, 2004.

30. Shmatov G. Osnovy mediaplanirovaniya. Evristicheskiy podhod. - Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007.

Login or Create
* Forgot password?