A. N. Samadov reklama faoliyatini tashkil etish

ORGANIZATION OF ADVERTISING ACTIVITIES IN THE WHOLESALE STORES...................................................
223
9.1.	Organization of advertising in wholesale stores............................	223
9.2.	Advertising plan of wholesale enterprises……….........................	224
9.3.	Organization of exhibitions and fairs at wholesale trade enterprises …………………………………….............................	225
	Control and discussion questions...................................................	229
CHAP-TER 10.	ORGANIZATION OF ADVERTISING ACTIVITIES IN INDUSTRIAL ENTERPRISES..................................................	230
10.1.	The main objectives of industrial advertising................................	230
10.2.	The process of advertising products in industrial enterprises
10.3.	Sale-centered Advertising tools of industrial enterprises..............	237
	Control and discussion questions...................................................	239
CHAP-TER 11.	ORGANIZATION OF AN ADVERTISING CAMPAIGN.....	240
11.1.	Essence and content of advertising campaigns…….….................	240
11.2.	Planning technology of advertising campaigns ......…..................	242
11.3.	The effectiveness of advertising and control planning of advertising activities......................................................................	248
	Control and discussion questions...................................................	251
CHAP-TER 12.	ORGANIZATION OF ADVERTISING ACTIVITIES IN THE PRODUCT AND SERVICE MARKETS.........................	252
12.1.	Participants in the advertising process and their functions ...........	252
12.2.	Distribution channels of advertising..............................................	257
12.3.	The main indicators of the advertising activities...........................	262
	Control and discussion questions…………...................................	264
CHAP-TER 13.	ADVERTISING STRATEGIES.................................................	265
13.1.	Advertising strategies and its role in enhancing the effectiveness of advertising ................................................................................	265
13.2.	Selection of advertising strategies ................................................	266
13.3.	The primary elements of the advertising strategies ......................	271
	Control and discussion questions…………...................................	273
CHAP-TER 14.	INTERNATIONAL ADVERTISING ...…............……………	275
14.1.	National and international communication tools in international advertising markets...........................................................................	275
14.2.	General conditions of the functioning of the public media...............	275
14.3.	The main factors affecting international advertising activities ........	278
	Control and discussion questions…………......................................	283
CHAP-TER 15.	EFFECTIVENESS OF ADVERTISING ACTIVITIES..............	285
15.1.	The concept of advertising effectiveness. Factors influencing the advertising effectiveness....................................................................	285
15.2.	Economic efficiency of advertising activities………………….......	292
15.3.	Psychological effectiveness of the use of advertising media.............	294
15.4	Advertising audit……………………………………………....……	296
	Control and discussion questions.....……..........................................	300
	GLOSSARY......................................................................................	301
	REFERENCES.................................................................................	315

KIRISh

Iqtisodiyotda tarkibiy o‘zgartirishlar va diversifikasiyalash sharoitida korxonalarning tovar va xizmatlarini samarali siljitishni tashkil etish dolzarb vazifalardan biri bo‘lib hisoblanadi. Iste'mol bozorini rivojlanishi, xaridorlarga yuqori sifatli tovarlar va xizmatlarni taklif etish, xaridorlarning korxona, uning tovar va xizmatlari haqida xabardorligini ta'minlash, xarid to‘g‘risidagi qarorlarni qabul qilishning nazariy va amaliy tomonlarini o‘rganishda “Reklama faoliyatini tashkil etish” fanini chuqurroq o‘rganish muhim ahamiyat kasb etadi.

2017-2021 yillarda O‘zbekiston Respublikasini rivojlan-tirishning beshta ustuvor yo‘nalishi bo‘yicha Harakatlar strategiya-sida yuqori texnologiyalarga asoslangan qayta ishlash tarmoqlarini, eng avvalo, mahalliy xom ashyo resurslarini chuqur qayta ishlash asosida yuqori qo‘shimcha qiymatga ega tayyor mahsulot ishlab chiqarishni jadal rivojlantirishga qaratilgan sifat jihatidan yangi bosqichga o‘tkazish, mahalliy mahsulotlarning, tashqi bozorlarda raqobatbardoshligini va tarmoqlarning eksport salohiyatini oshirish vazifalari belgilangan. Bunday vazifalarni amalga oshirish uchun milliy tovarlar va xizmatlarning tashqi bozorlarda mashhurligini oshirish, potensial xaridorlarning tovar xarid qilish xayrixohligini marketologlar yaxshi bilishi va ulardan oqilona foydalana olishi talab etiladi.
Fanning maqsadi – talabalarga marketing kommunikasiyalarini amalga oshirishda reklamaning roli, reklamaning asosiy maqsadi va vazifalari, reklamaning ijtimoiy-psixologik jihatlari, rekla-mani tarqatish vositalari, reklamani tasviriy tarkibiy qismlari, reklama matnlari, e'lonlari va murojaatlarini tayyorlash asoslari, chakana va ulgurji savdo hamda sanoat korxonalarida reklama faoliyatini tashkil etish, reklama kampaniyasini tashkil qilish, reklama strategiyalari, reklama faoliyati samaradorligini, aniqlash bo‘yicha yo‘nalish ixtisosligiga mos bilim, ko‘nikma va malaka shakllantirishdan iborat.
Fanning vazifasi -- talabalarga reklamaning maqsadi va vazifalarini, reklamaning ijtimoiy-psixologik jihatlarini, reklamaning tasviriy qismlari, reklama matnlari, e'lonlari va murojaatlarini tayyorlash asoslarini, chakana va ulgurji savdo hamda sanoat korxonalarida reklamani tashkil etishni, tovarlar va xizmatlar bozorida reklama faoliyatini tashkil etishni, reklama strategiyalarini, reklama faoliyati samaradorligini tahlil qilish yo‘llarini o‘rgatishdan iboratdir.
Ushbu fanni o‘rganish natijasida talabalar:
reklamaning mohiyati va mazmuni, reklamani rivojlanish bosqichlari, reklamaning ijtimoiy-psixologik jihatlari, reklamaning asosiy maqsadi va vazifalari, reklamaga qo‘yiladigan umumiy talablar haqida tassavvurga;
reklama tarqatish vositalari, bosma reklama, matbuotdagi reklama, ovozli reklama, televizion reklama, radioreklama, ko‘rgazma va yarmarkalar, reklama suvenirlari, to‘g‘ri pochta reklamasini tayyorlash, chakana va ulgurji savdo korxonalari hamda sanoat korxonalarida reklama faoliyatini tashkil etish, reklamaning tasviriy tarkibiy qismlari, tovarlar va xizmatlar bozorida reklama faoliyatini tashkil etish bo‘yicha bilim va ko‘nikmalarga;
reklama kampaniyasini tashkil qilish, rejalashtirish va boshqarish, reklama faoliyati samaradorligini aniqlash malakalariga ega bo‘ladilar.
Ushbu darslikda “Reklama faoliyatini tashkil etish” fanining predmeti, metodi va vazifalari, reklamaning rivojlanish tarixi, reklamaning ijtimoiy-psixologik jihatlari, reklama tarqatish vositalari va ularning qo‘llanilishi, reklama dizayni va reklamaning tasviriy, tarkibiy qismlari, reklama matnlari, e'lonlari va murojaatlarini tayyorlash asoslari, chakana savdo korxonalarida reklama faoliyatini tashkil etish, ulgurji savdo korxonalarida reklama faoliyatini tashkil etish, sanoat korxonalarida reklama faoliyatini tashkil etish, tovarlar va xizmatlar bozorida reklama faoliyatini tashkil etish, reklama faoliyati samaradorligini aniklash usullari batafsil yoritilgan.