A. N. Samadov reklama faoliyatini tashkil etish

ГЛАВА 12.	ОРГАНИЗАЦИЯ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ НА РЫНКЕ ТОВАРОВ И УСЛУГ...............................................
252
12.1.	Участники рекламного процесса и их функции…………......	252
12.2.	Каналы распространения рекламы...........................................	257
12.3.	Основные показатели рекламного движения..........................	262
	Контрольные вопросы для самопроверки...............................	264
ГЛАВА 13.	СТРАТЕГИИ РЕКЛАМЫ......................................................	265
13.1.	Стратегии рекламы и их роль в повышении эффективности рекламы……...............................................................................	266
13.2.	Выбор рекламных стратегий….................................................	266
13.3.	Основные элементы рекламных стратегий…….....................	271
	Контрольные вопросы для самопроверки...............................	273
ГЛАВА 14.	МЕЖДУНАРОДНАЯ РЕКЛАМА ………............…………	275
14.1.	Международные и национальные средства коммуникации на международных рекламных рынках....................................	275
14.2.	Общие условия функционирования средств массовой информации................................................................................	275
14.3.	Основные факторы, влияющие на международную рекламную деятельность…………….......................................	278
	Контрольные вопросы для самопроверки...............................	283
ГЛАВА 15.	ЭФФЕКТИВНОСТЬ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ.	285
15.1.	Понятие эффективности рекламы. Факторы, влияющие на эффективность рекламы............................................................	285
15.2.	Экономическая эффективность рекламной деятельности.....	292
15.3.	Психологическая эффективность использования рекламных средств……………………………………………	294
15.4	Рекламный аудит………………………………………………	296
	Контрольные вопросы для самопроверки...............................	300
	ГЛОССАРИЙ............................................................................	301
	ФОЙДАЛАНИЛГАН АДАБИЁТЛАР РЎЙХАТИ.............	315

CONTENT

	INTRODUCTION........................................................................	16
CHAP-TER 1.	SUBJECT, METHOD AND OBJECTIVES OF THE COURSE "ORGANIZATION OF ADVERTISING ACTIVITIES"..............................................................................	18
1.1.	The nature, object and tasks of the course "Organization of advertising activities".....................................................................	21
1.2.	The main objectives of advertising. Advertisement tasks related to commerce, non-commerce, and image…..................................	25
1.3.	The Law of the Republic of Uzbekistan "On Advertising". Requirements defined by the legislation of the Republic of Uzbekistan in relation to advertising.............................................	27
	Control and discussion questions...................................................	28
CHAP-TER 2.	ADVERTISING HISTORY........................................................	28
2.1.	The history of the advertising emergence .....................................	28
2.2.	Advertising in the ancient world…................................................	29
2.3.	The largest advertising agencies in the world. The main tasks of advertising agencies ……………..................................................	32
	Control and discussion questions...................................................	35
CHAP-TER 3.	SOCIO-PSYCHOLOGICAL ASPECTS OF ADVERTISING...........................................................................	36
3.1.	Socio-psychological impact of advertising on consumers ………	36
3.2.	Methods of psychological impact on consumers………………...	46
3.3.	Pros and cons of advertising …..………………..........………….	59
	Control and discussion questions…………...................................	59
CHAP-TER 5.	ADVERTISING AS A tool OF MARKETING COMMUNICATION...................................................................	61
4.1.	The concept of marketing communication and its role in marketing mix..…………………..................................................	61
4.2.	Advertising as a main facilitator of marketing mix…...................	63
4.3.	Model of the advertising communication…..................................	65
	Control and discussion questions…………...................................	66
CHAP-TER 5.	ADVERTISING TOOLS AND USAGE…………..…..............	68
5.1.	The understanding on advertising tools. Classification of advertising tools ............................................................................	68
5.2.	Essence and content of print advertising………............................	76
5.3.	Outdoor advertising and its main features.....................................	83
5.4.	Television advertising, radio advertising and audiovisual advertising…………………………………………………..........	92
5.5.	Essence and contents of exhibitions and fairs.
	International exhibitions and fairs……..........................................	99
5.6	Control and discussion questions...................................................	104
CHAP-TER 6.	ADVERTISING DESIGN AND VISUAL AND STRUCTURAL PARTS OF ADVERTISING..........................	105
6.1.	The role of design in advertising. The process of advertising design. Requirements for advertising designers…........................	105
6.2.	Design of visual and structural parts of advertising……………...	114
6.3.	The placement order of the images and text in advertising….......	117
	Control and discussion questions...................................................	125
CHAP-TER 7.	BASIC PREPARATION OF ADVERTISING TEXTS, POSTERS AND APPEALS.........................................................	126
7.1.	The basic principles of drafting advertising texts………..............	126
7.2.	Decoration of advertising posters………………………..............	134
7.3.	Structure of advertising appeals….................................................	137
	Control and discussion questions...................................................	141
CHAP-TER 8.	ORGANIZATION OF ADVERTISING ACTIVITIES IN THE RETAIL STORES..............................................................	142
8.1.	Organization of advertising in retail stores…................................	142
8.2.	The main tools of interior advertising in the store.........................	152
8.3.	The placement order of product samples on display......................	165
	Control and discussion questions...................................................	222
CHAP-TER 9.