- 1 2 .0 2009. ISBN 978-5-394-00190-1 ISBN 978-5-394-00190-1 3 - ................................................ 8 .............................. 8 .................... 12 ....... 16 ................................... 23 ........................... 32 - ............................ 45 .............................................................................. 52 ..................................... 67 ........................................................... 67 ................................................... 70 .............................................. 71 ........................................ 74 4 ....................................................... 100 ............ 106 .................................................. 106 .............................................. 110 ............................................. 111 ...................................... 115 .. 120 .................................. 136 ..................................... 143 .................................. 144 ....................................... 144 149 ................................... 152 .......... 152 ............................................................................................ 156 ................................................. 160 .............................. 165 ............... 178 ...................................................................... 193 ........................................... 194 ....................................................... 200 ..................................................... 202 ................................................... 206 ................................................ 208 ............................................ 214 .. 215 5 ............. 222 ................................... 225 .......... 226 ............. 227 ............................. 227 ...................................... 230 ......... 232 .................................................................. 234 .......................... 236 ......................................... 236 ................................................................ 240 ........................................... 245 ................. 246 ...................................................................... 248 ...................................................................... 250 ................................................... 251 1 ............................. 254 .................................................. 254 ............................................................... 257 ............................................................. 260 6 .................................................................................... 264 ................................................................................................ 270 274 ................................................................................ 274 ............................................ 286 ................................................................................ 314 7 - -60- 1 . 1 . 43-45. 8 - - - - 9 1 . - - - 85 - 2 1 2 Ulanof f St. Advertising in America. House Publishers, 1977. P. 3-10. N.Y.: Hasting 10 - - - 11 - - - 12 - - - - - - - - - - - 13 - - - - - 1 - - 1 Advertising Age. 1976, Apr. 19, P. 3-10. 14 - 15 - - 1. - - 16 - - - . - 17 - - 1988 1 - . - - 1 18 - - 3% . - 19 - - 1 - - 1 . - 20 - - 21 1 -1,5% 2 . 1 Burton R. Handbook of Advertising Menagment. New York: McGraw Hill, 1970. P. 33. 2 Douglas Foster, John Davis. Mastering Marketing. London: Macmillan Press Ltd, 1994. P.167. 22 - 15%10%12%- 23 - - - - 24 - 25 26 - 27 - - - - 1 . - - 1 1999. 28 - - - - - 29 - - - 30 - - - 31 - 1 1 . Advertising Age. 1978. Apr. 19. P. 310. 32 - - 33 - - - - 34 - - - 1 . 1 35 - - - - - 36 37 - - -1924 - - 38 - - 39 - - - - - - 40 1 . - - - - - 1 41 - -80- 1 - 1 - 42 - 43 - - - - - 44 - - - - 45 - 1 1 1953- 46 - - - Go" - 47 - - - - 48 - - - 49 - - - 50 - - 51 - com) - - 52 - - 53 - - - - - 54 1 - - "SONY" 1 3- 55 -24. - - - - 56 - - 1 - 1 - 57 -30. - 1 2 1 2 58 - - - - 59 - - - 60 - - - - - 61 1 - - - - - - 1 . 62 1 2 : 1 2 63 . , , , , 64 - - - - 65 - 66 1 2 - 3 . 1 2003. 2 3 2- 67 - 1 . 1 68 - - 69 - 70 - - - 71 - - - 72 1 - - 1 73 2002. - 1. 2. 3. 1 - 1 2002. 74 1 . 2 - 3 4 . - - - 1 2 3 4 75 . - - - - - 76 - - - 77 - - - 1 1 -120 78 - 79 1 - - 1 : Carol Wright Survey: Trade Promotion Still Dominates, PROMO (June 1996): P.107 80 1 . 1 81 - - 82 - - - - - 83 - - - - - 84 - - 85 . - - - 86 - 87 - - - - 88 - - 1 1 89 - 1 . 1 - 90 1 1 Glokalization, and National Identity//TELEVISION & NEW P. 27-39. 91 1 - - 1 -62. 92 1 - - - 2 , 1 2 - 93 - - 94 95 96 1 - - 2 . - 1 2 97 - - 1. - 2. 3. - 4. - 98 5. 99 100 - - 101 1 - - - 1 102 - - 103 - - - - - 104 " - - - - - - 105 - - - 1 - . - 1 106 1 2 - - - - 1 2 107 - 1 . - - 1 www.socreklama.ru 108 - - 1 . - -901 109 http://www.socreklama.ru/sr_article.php?arti_id=40 - 8 - - - - - 110 - - - 111 - - - - - - 112 - L- 1 - - 1 113 114 - - - - 115 - - - 1 ; 1 116 ; - - - - 15) - 117 - - 118 , - - 119 - 1 . 1 120 - " 121 -7 - - - 122 - - - - " - 123 - 124 - - - 125 126 127 . 1 - . 1 -50. 128 - 18. - . . - 129 . . - SWOT 130 - - - - 131 - - - - 132 - - - 133 - - creative brief media brief strategic planning brief production brief research brief - 1. 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P. 14. 173 - 174 - - 175 176 - 177 - - 178 - - - 179 - - - 180 - - - - 181 1 - - 15 1 -Depth Interviews Can Provide More Details Than Groups, Marketing Today. Chicago, IL: Elrick and Lavidge, 1982. 182 - - - - 183 - - - - - - - 184 - - 185 - - - - - - 1 . - . 1 www.advertologu.ru 186 - - - - VALS 2.1 1 Courtland L. Bovee, et.al., Advertising Excellence, New York, NY: McGraw-Hill, 1994. P. 123. 187 - - - - - - 188 -25% - 28- . 11- 189 11- 190 - 1 1 191 192 - - - - - 193 - - 1 1 004. 194 1 - - 2 . 1 \\ \ \ 2 195 - 1 . 1 - 196 1 15 - - -1,5% 1 - 197 - 1 . - - - 1 198 - lup AdFact - - - - 199 - - - 200 - - - 1 . - - 1 . 201 - " - - 202 - - - 1 1 203 - - 204 face-to- - frequency). - - 205 rch Machine) - - - 206 S 207 Visibility Adjusted Impact - - 1 - 1 www.spbit.ru 208 - 6%), Mail, ru Lenta.ru www.10ru.ru Gazeta.ru - (%) 209 - - - 210 - - 1 1 211 www.10ru.ru 1 - - - i-, Java- - - - - - 1 - - 212 2. - Adim- pressions - AD frequency - - 1 - 1 - 213 - 214 2741001". - - 215 216 - - - 1 , share - 1 - 217 ross Rating Point). GRP - - 218 - Reach - 219 a frequency Fr equency - 220 - - -112. - - 221 - - - 222 - 223 - 224 1 . - 2 . 3 . 1 Ries . & Trout J. (1972 a). "The Positioning Era Commeth", Advertising Age, (April) Vol. 24, P. 35-38. 2 Kotler P. (1997). Marketing Management: Analisis, Planning, Implementation and Control, (9th edition), Prentice Hall, Englewood Cliff, N.J. 3 Aaker D. (1993), Building Strong Brands. Free Press; December, 1995. 225 - - - - - - - 226 - - - - 227 - - - 228 - 229 - - - 230 - - - - - 231 - - - - - - 232 - 233 - 234 235 1 - - - Brain Storming, 1 2000. - 2000. 236 - -storm: a violent transient fit of insanity; a suddin bright idea; a have brained - - - 3. - 237 - Management). - 238 - - - . 239 - - - 240 241 - - - - 242 - - - 243 - - - 244 - 245 1. - - 246 2. - 3. - - - - - 247 - - - 1. - - - - 248 - 2. - 249 - 1. 1 - , 1 250 1 1 251 1. - - - 2. - 252 3. - - 253 - - - - - 254 - - - - 255 1 - - 1 256 - 257 - - 258 . - - 50- - - - 259 - - - - - - 260 - - - - - 261 - - - 262 - - 263 - . - 264 1 - . . - 1 - 265 -19. - 1. - - 266 - - - 267 - 268 - - 269 1 Research - - - 1 270 - 10. - 271 - - - 272 om Media Vest", "Initiative", "Media "News Outdoor". - -meters. 273 - - - - 274 - - - - - 275 - 276 - ". - ". ". 277 - - - - 278 - - 279 - - 280 - - 281 282 - - 283 - - - - - - - 284 285 - - 286 - IT- - - 287 - - - - - 288 - - 289 - - - 290 - 1 . - 1 2003. 291 - - 292 - 293 - - - - 1 - - - 1 2002. 294 - - - 295 - - 296 ment CRM- 90- - CRM- 297 - - - I - 298 CRM- - - CRMO- 299 - - 000 300 150 000 000 -board customer- - - 301 1 - - - SMS 1 Rigby, Reichheld and Schefter, 2002. 302 - - - soni sosedi.ru 303 - - - - - - - 304 - 305 - - - - 306 - 1 - - - - 1 307 - - - - - - 308 - - - - - 309 - - - 310 - - - - - - 311 - - - - - 312 - 313 314 1. - - 2. - 3. - 315 4. 316 - 317 1 . 1 Gronroos Chrictian. Service Management and marketing. New York: Macmillan / Lexington Books, 1990. 318 - 1 1 Zeithaml Valerie A., Parasuraman A and Berry Leonard L. Delivering Quality Service. New York: The Free Press, 1990. 319 320 ", 321 - - - 322 . - 323 1 1 -842. 324 325 326