ГЛАВА 12.
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ОРГАНИЗАЦИЯ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ НА РЫНКЕ ТОВАРОВ И УСЛУГ...............................................
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252
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12.1.
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Участники рекламного процесса и их функции…………......
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252
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12.2.
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Каналы распространения рекламы...........................................
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257
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12.3.
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Основные показатели рекламного движения..........................
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262
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Контрольные вопросы для самопроверки...............................
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264
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ГЛАВА 13.
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СТРАТЕГИИ РЕКЛАМЫ......................................................
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265
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13.1.
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Стратегии рекламы и их роль в повышении эффективности рекламы……...............................................................................
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266
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13.2.
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Выбор рекламных стратегий….................................................
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266
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13.3.
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Основные элементы рекламных стратегий…….....................
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271
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Контрольные вопросы для самопроверки...............................
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273
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ГЛАВА 14.
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МЕЖДУНАРОДНАЯ РЕКЛАМА ………............…………
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275
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14.1.
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Международные и национальные средства коммуникации на международных рекламных рынках....................................
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275
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14.2.
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Общие условия функционирования средств массовой информации................................................................................
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275
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14.3.
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Основные факторы, влияющие на международную рекламную деятельность…………….......................................
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278
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Контрольные вопросы для самопроверки...............................
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283
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ГЛАВА 15.
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ЭФФЕКТИВНОСТЬ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ.
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285
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15.1.
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Понятие эффективности рекламы. Факторы, влияющие на эффективность рекламы............................................................
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285
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15.2.
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Экономическая эффективность рекламной деятельности.....
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292
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15.3.
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Психологическая эффективность использования рекламных средств……………………………………………
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294
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15.4
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Рекламный аудит………………………………………………
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296
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Контрольные вопросы для самопроверки...............................
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300
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ГЛОССАРИЙ............................................................................
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301
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ФОЙДАЛАНИЛГАН АДАБИЁТЛАР РЎЙХАТИ.............
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315
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INTRODUCTION........................................................................
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16
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CHAP-TER 1.
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SUBJECT, METHOD AND OBJECTIVES OF THE COURSE "ORGANIZATION OF ADVERTISING ACTIVITIES"..............................................................................
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18
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1.1.
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The nature, object and tasks of the course "Organization of advertising activities".....................................................................
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21
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1.2.
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The main objectives of advertising. Advertisement tasks related to commerce, non-commerce, and image…..................................
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25
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1.3.
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The Law of the Republic of Uzbekistan "On Advertising". Requirements defined by the legislation of the Republic of Uzbekistan in relation to advertising.............................................
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27
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Control and discussion questions...................................................
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28
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CHAP-TER 2.
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ADVERTISING HISTORY........................................................
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28
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2.1.
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The history of the advertising emergence .....................................
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28
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2.2.
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Advertising in the ancient world…................................................
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29
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2.3.
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The largest advertising agencies in the world. The main tasks of advertising agencies ……………..................................................
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32
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Control and discussion questions...................................................
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35
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CHAP-TER 3.
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SOCIO-PSYCHOLOGICAL ASPECTS OF ADVERTISING...........................................................................
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36
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3.1.
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Socio-psychological impact of advertising on consumers ………
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36
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3.2.
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Methods of psychological impact on consumers………………...
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46
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3.3.
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Pros and cons of advertising …..………………..........………….
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59
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Control and discussion questions…………...................................
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59
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CHAP-TER 5.
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ADVERTISING AS A tool OF MARKETING COMMUNICATION...................................................................
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61
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4.1.
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The concept of marketing communication and its role in marketing mix..…………………..................................................
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61
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4.2.
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Advertising as a main facilitator of marketing mix…...................
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63
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4.3.
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Model of the advertising communication…..................................
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65
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Control and discussion questions…………...................................
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66
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CHAP-TER 5.
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ADVERTISING TOOLS AND USAGE…………..…..............
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68
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5.1.
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The understanding on advertising tools. Classification of advertising tools ............................................................................
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68
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5.2.
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Essence and content of print advertising………............................
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76
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5.3.
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Outdoor advertising and its main features.....................................
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83
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5.4.
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Television advertising, radio advertising and audiovisual advertising…………………………………………………..........
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92
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5.5.
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Essence and contents of exhibitions and fairs.
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International exhibitions and fairs……..........................................
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99
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5.6
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Control and discussion questions...................................................
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104
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CHAP-TER 6.
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ADVERTISING DESIGN AND VISUAL AND STRUCTURAL PARTS OF ADVERTISING..........................
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105
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6.1.
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The role of design in advertising. The process of advertising design. Requirements for advertising designers…........................
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105
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6.2.
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Design of visual and structural parts of advertising……………...
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114
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6.3.
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The placement order of the images and text in advertising….......
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117
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Control and discussion questions...................................................
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125
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CHAP-TER 7.
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BASIC PREPARATION OF ADVERTISING TEXTS, POSTERS AND APPEALS.........................................................
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126
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7.1.
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The basic principles of drafting advertising texts………..............
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126
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7.2.
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Decoration of advertising posters………………………..............
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134
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7.3.
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Structure of advertising appeals….................................................
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137
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Control and discussion questions...................................................
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141
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CHAP-TER 8.
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ORGANIZATION OF ADVERTISING ACTIVITIES IN THE RETAIL STORES..............................................................
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142
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8.1.
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Organization of advertising in retail stores…................................
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142
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8.2.
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The main tools of interior advertising in the store.........................
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152
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8.3.
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The placement order of product samples on display......................
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165
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Control and discussion questions...................................................
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222
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CHAP-TER 9.
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