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Реферат: Реклама в условиях рыночной экономики
Реклама в условиях рыночной экономики
?AOA?AO ii yeiiiieea «?aeeaia a oneiaeyo ?uii?iie yeiiiieee» o?aieea 11 «A» eeanna E?aaaa Aioiia CopyRight (C) 1994 Iaeaaeaiea 1. Aaaaaiea 3 2. Oaeu ?aeeaiu 4 3. ?acee?iua aeau ?aeeaiu 5 3.1. ?aeeaia ii oaeaaeaaie? 5 3.2. ?aeeaia a ia?eiae?aneie i?anna 7 3.3. ?aeeaia a iao?i 9 3.4. ?aeeaia ii ?aaei 9 4. Cieioua i?aaeea ?aeeaiu 11 5. Eae caueoeou iio?aaeoaey io eceeoiae ?aeeaiu 12 6. Caee??aiea 13 7. Nienie eniieuciaaiiie eeoa?aoo?u 14 8. Aeaaiaa?iinoe 15 1. Aaaaaiea A oneiaeyo aaieieno?aoeaii-eiiaiaiie nenoaiu ?aeeaia auea ia io?ia e aaniieacia iio?aaeoae? - anni?oeiaio oiaa?ia ii?aaaeyeny ainoaa?noaii, e eiee?anoai oiaa?ia iaiiai eeanna e iaiie «aaniaie eaoaai?ee» ?aaei i?aauoaei iaei - oi anou aue oaeaaeci? «?oaei», e ieeaeeo oaaa «Sony» e «Panasonic», e, oaeei ia?acii, o iieoiaoaey ia auei auai?a, aa e i?iaeaia auea ia a oii, ?oiau aua?aou oiaa?, a a oii, ?oiau ainoaou oiou eaeie-ieaoau. Ia io?ia auea ?aeeaia e i?iecaiaeoaeyi oiaa?ia - ainoaa?noai iieoiaei oiaa?, eioi?ue naii e caeacuaaei, ii oeene?iaaiiie oaia, iacaaeneii io aai iiioey?iinoe ia ?uiea. A oii neo?aa, anee oiaa? ia iieucoaony ni?inii, ainoaa?noai ?a aano aaiuae ia ia?aiai?oaiaaiea i?aai?eyoey. ?ae! Ia yoii oiia, niaoii, iai?eia?, auaeyaaea ?aeeaia oeia «Eaoaeoa naiieaoaie Ay?ioeioa» - a ia ?ai aua iia oiaaa eaoaou ?eoaeu ex-USSR? Nae?an ?a, a nayce n ia?aoiaii ia ?uii?io? yeiiiieeo, ?aeeaia iinoaiaiii niiaa noaiiaeony aaeaaoaeai oi?aiaee, eaeiaui iia e aie?ia auou. N iiae oi?ee c?aiey, iaiaoiaei aaoaeuiue aiaeec yooaeoeaiinoe ?acee?iuo n?aanoa ?aeeaiu n oaeu? oi?inoeou ?eciu i?inoiio i?aai?eieiaoae?. Ia yoi e iaoaeaia ney ne?iiiay ?aaioa. 2. Oaeu ?aeeaiu Aey ?aai iaiaoiaeia ?aeeaia? Ii?ao auou, ?aeeaiiaaoaee c?y o?aoyo ia iaa naie ioi?au ia eeoiea aaiuae? Ia naiii aaea, ?aeeaia, eiia?ii, iaiaoiaeia. E aio ii?aio. ?aeeaia i?a?aa anaai noeioee?oao ni?in ia i?aaeaaaaiua oiaa?u. Iaoaieci aaenoey ?aeeaiu i?aiu i?ino - iioaioeaeuiue iieoiaoaeu, oneuoaa (oaeaaa) i eaeii-eeai oiaa?a, eioi?iai o iaai iao, n?aco caoi?ao aai eoieou, ?acoiaaony, i?e iaee?ee aaiaa. Aicii?ia oae?a ?aeeaia, i?aneaao?uay n?aco 2 oaee: ai-ia?auo, nicaaou ni?in ia oiaa? o aai iioaioeaeuiuo iio?aaeoaeae, e, ai-aoi?uo, i?eaea?u iioiauo iieoiaoaeae, eioi?ua au ?ani?iaiaaee oiaa? a ?icieoo. ?aeeaia - ianoieuei neeuiia n?aanoai, ?oi iia ii?ao iiii?u i?iaaou niaa?oaiii a?yiiie e iaaiaiue, iaeiieo?aioiiniiniaiue oiaa?. E ni?aeaie?, iu, eae iio?aaeoaee, i?aiu ?anoi noaeeeaaainy n iaea?anoaaiiie e iacieeeaie ?aeeaiie, eioi?ay ie?aai, e?iia ?aca?a?aiey, ia aucuaaao. Iiyoiio iaiaoiaeii iiiieou, ?oi ?aeeaiiia aaei - yoi oi?a eneonnoai. 3. ?acee?iua aeau ?aeeaiu Nouanoaoao ia?iiiia eiee?anoai ?acee?iuo aeaia ?aeeaiu, iiyoiio, aaeao iaeiai iauaia aaiiie ?aaiou, ?acae?a?ony eeou naiua aa?iua e iauaiiua (ii cao?a?eaaaiui n?aanoaai) io?anee ?aeeaiu a ii?yaea iiie?aiey iauaiiie aiee cao?a?aiiuo ia aaiio? io?aneu ?aeeaiu n?aanoa. 3.1. ?aeeaia ii oaeaaeaaie? Yoi naiue ai?iaie e a oi ?a a?aiy naiue yooaeoeaiue aea ?aeeaiu. Iaiiiaea oe?iu iiaoo iicaieeou naaa oaeo? ?aeeaio: oieuei i?eia?ii 0.1% anao ca?aaano?e?iaaiiuo i?aai?eyoee iiaoo yoi naaa iicaieeou. Oaia ?aeeaiu ii oaeaaeaaie? caaeneo io ia?aaa?e, a eioi?ie iia ?aciauaia, e io a?aiaie o?aineyoee, e ii?ao ainoeaaou 100.000 ?oaeae ca naeoiao yoe?iiai a?aiaie. Yooaeoeaiinou e noieiinou ?aeeaiu iau?ii ei??aee?iaaiu, eiaao ianoi i?yii i?iii?oeiiaeuiay caaeneiinou ia?ao yoeie aaee?eiaie. O c?eoaeae, e, neaaiaaoaeuii, ?aeeaiiaaoaeae, iaeaieaa iiioey?iu aa?a?iea oaeaia?aaa?e (n 8 ai 12 ?ania aa?a?a), o.e. ii?oe 90% anao naiae, eia?ueo oaeaaeci?, niio?yo aai a yoi a?aiy. ?aeeaia ?a aiai ia ii?yaie iaiaa yooaeoeaia, iioiio ?oi iau?ii aa oaeayo eeou iaineiia?u e ia?aaioa?uea eiaaeeau, o.a. oa eaoaai?ee ianaeaiey, eioi?ua ia i?aiu ieaoa?aniiniaiu. Ai?i?ai, anee ?aeeaia iaoaeaia ia yoo eaoaai?e? e?aae - yoi iaieioia a?aiy aey ?aciauaiey ?aeeaiu. Aiieia i?aaeaii, ?oi yooaeoeaiinou ?aeeaiu oae?a caaeneo io oiai, a eaeie oaeaaeceiiiie ia?aaa?a iia iiiauaia, o.e. io yoiai caaeneo aoaeoi?ey i?ia?aiiu, eioi?ay e ?aoaao noauao aaoae ?aeeaiu. Iai?eia?, iao niunea ?aeeaie?iaaou iaineiiiue oiia a iieiaa?iie iocueaeuiie ia?aaa?a eee oaiioiu «Vidal Sasoon» a ia?aaa?a «Naeuneee ?an». Oae?a eiaao cia?aiea oaeaaeceiiiue eaiae, ia eioi?ii iiiaua?o ?ieee: iai?eia?, ia?aue eaiae i?eieiaaony ii?oe ia anae oa??eoi?ee ex-USSR, ?oi iaania?eaaao ia?iiio? aoaeoi?e?, a eaiae 2x2, iai?eia?, iaania?eaaao eeou 32 ieeeeiia c?eoaeae. A iauai neo?aa, yooaeoeaiinou ?aeeaiu i?iii?oeiiaeuia eiee?anoao oaeac?eoaeae, aa niio?yueo, e ia?aoii i?iii?oeiiaeuia noieiinoe ?aeeaiu: , [E] = ?ae/?oa, aaa - eiyooeoeaio i?iii?oeiiaeuiinoe. Ia naiii aaea o?ao yiie?e?aneeo eiyooeoeaioia i?aiu o?oaai, iiyoiio eniieucoaony i?inoay caaeneiinou. Aey oaeaaeceiiiie ?aeeaiu oa?aeoa?ia aunieay eioi?iaoeiiiay ianuuaiiinou ?ieeeia, iioiio ?oi a ianeieuei naeoia ?ieeea iaiaoiaeii aianoeou eae ii?ii aieuoa eioi?iaoee. N oi?ee c?aiey yooaeoeaiinoe ?aeeaiu auaiaii caioneaou ?acee?iua ?aeeaiiua ?ieeee aey ?aeeaiu iaiiai e oiai ?a oiaa?a - ?acoiaaony, i?e iaee?ee ainoaoi?iiai eiee?anoaa aaiaa - ii n eaeei-eeai iauaaeiy?uei caaiii, ?oiau oaeac?eoaeu iia ociaou eiie?aoio? oe?io, a a i?ioeaiii neo?aa ?aeeaiiua ?ieeee auno?i i?eaaa?ony. Iai?eia?, i?aiu oniaoia ?aeeaia oe?iu III. A aieacaoaeunoai oiai, ?oi oaeaaeceiiiay ?aeeaia ieacuaaao aieuoia aeeyiea ia oiu oaeac?eoaeae, i?eaaao oio oaeo, ?oi i?i «aa?iaa» ?ieeeia ia?ia ni?eiyao aiaeaiou (i?aaaa ?aua anaai iaeaiua e aa?a ceua), a aaau oaeie «?anoe» oainoaeaaeenu eeou aainaee e ia?iaiua aa?ie. Oaeei ia?acii, oaeaaeceiiio? ?aeeaio neaaoao i?eciaou yooaeoeaiui n?aanoaii, ?acoiaaony, i?e ainoaoi?iii oeiaine?iaaiee. I?eaaao nienie iaeaieaa iiioey?iuo oaeaaeceiiiuo ia?aaa? (ii aaiiui ii?inia iauanoaaiiiai iiaiey), a eioi?uo iaeaieaa auaiaii iiiauaou aaoo ?aeeaio: Iacaaiea ia?aaa?e
I?ioaio niio?yueo
Eiiiaioa?ee
Iiainoe
80%
Iaeaieaa noaaeeuiia aei?aiea aaoeo n?aanoa, ?aeeaia aey anao
Oaeana?eaeu eeanna «Naioa-Aa?aa?a»
60%
?aeeaia aey aiiioicyae e iaineiia?ia
Nii?oeaiua i?ia?aiiu
40%
A iniiaiii io?neay aoaeoi?ey
Iocueaeuiua i?ia?aiiu
25%
Iieiaa?iay aoaeoi?ey
A caee??aiea nea?o, ?oi oa ia?aaa?e, eioi?ua iu niio?ei ii oaeaaeaaie?, ?eaoo a iniiaiii ia ?aeeaio. Oae ?oi ia niaoeoa ?oaaou eo aaaoueo. 3.2. ?aeeaia a ia?eiae?aneie i?anna Ii aaee?eia yoio ?uiie aoi?ie iinea ?uiea oaeaaeceiiiie ?aeeaiu ii «iauaio i?iaa?». ?aeeaio a ia?eiae?aneie i?anna neaaoao ?acaaeyou ia 3 aeaa: ?aeeaia a iau?iie aacaoa, i?aeiouanoaaiii eioi?iaoeiiiie. Iieoiaoaeu aacaou ieaoeo ca eii?iaoe?, niaa??auo?ny a aacaoa, e ?aeeaio ii n?eoaao iai?eyoiui, ii iaiaoiaeiui aiiieiaieai e eii?iaoee. Oae ?oi ia?aaa?ueaaou caanu n ?aeeaiie ia neaaoao. ?aeeaia a niaoeaeuii i?aaiacia?aiiie aey ?aeeaiu aacaoa. Anee iieoiaoaeu eoiee yoo aacaoo, cia?eo ii niciaoaeuii oi?ao ii?eoaou ?aeeaio, iinaio ieeeeeo ia?aie?aiee ia eiee?anoai ?aeeaiu iao. ?aeeaia a aanieaoiie aacaoa oeia «Yeno?a-I». Yoi naiue iioeiaeuiue aa?eaio e aey ?aeeaiiaaoaeae, e aey iieoiaoaeae. Noieiinou yoiai aeaa ?aeeaiu n?aaieoaeuii iaauniea, ii?yaea 700.000-200.000 ?oaeae ca aacaoiue eeno e aa naaa iiaoo iicaieeou e ia i?aiu aiaaoua eiiiaiee. I?aiu oi?ioi ?aaioaao ?aeeaia, caeaiooee?iaaiiay a yeiau eioi?iaoeiiiie noaoua. ?eoaoaeu ?eoaao aa, eae eioiiaoeiiio?, ia iiaic?aaay, ?oi iia ?oi-oi ?aeeaie?oao. I?aaaa, caanu iaiaoiaeia ee?iay aiaiai?aiiinu n ?o?iaeenoii. Nienie iaeaieaa iiioey?iuo aacao n eiiiaioa?eyie: Iacaaiea aacaou
Eiee?anoai ?eoaoaeae
Eiiiaioa?ee
«Iineianeee eiiniiieao»
15 iei.
Aacaoa ?ani?ino?aiaia a iniiaiii a Iineaa, aaa yaeyaony naiie iiioey?iie
«A?aoiaiou e oaeou»
40 iei.
A oaeii ii ?innee naiay iiioey?iay aacaoa
«Ecaanoey»
15 iei.
Aacaoa «aey nieeaiuo eeeaioia», aa ?eoa?o eiiia?naiou e ?oeiaiaeoaee i?aai?eyoee
«Niea-Eioi»
25 iei.
Eae ie niaoii yoi aiai?eou, yoi - naiay iiioey?iay aacaoa anao aic?anoia, i?aaaa ec-ca iaeioi?ie aa niaoeoeee, ia ?aeiiaiaoaony iiiauaou a iae ?aeeaio
«Ana aey Aan»
10 iei.
Ioaeeeoao iauyaeaiey niaa?oaiii ?acee?iuo i?ioeeae, iiyoiio eioa?ania oe?ieiio e?oao ?eoaoaeae
«Yeno?a-I»
10 iei.
Aanieaoiay ?aeeaiiay aacaoa. Eaaaeuia aey ?aeeaiu a i?aaaeao Iineau
Aieaa yooaeoeaii iiiauaou ?aeeaio ia ia ioaaeuiuo ?aeeaiiuo eenoao, a n?aae eioa?aniuo noaoae, eee a i?ia?aiio oaeaaeaaiey, eioi?ay, eae anaaaa, anai eioa?ania. 3.3. ?aeeaia a iao?i Yoi iaaieuoie e niaoeoe?aneee ?uiie ?aeeaiu, e ii aieuoiio n?aoo, ii nouanoaoao eeou a Iineaa, e, ii?ao auou, a Eaieia?aaa. Oai ia iaiaa ii aiaieuii yooaeoeaai, oae eae ianna?e?u iao?i io ia?aai aaeaou ioioii ?eoa?o ?aeeaio, a iao?i a?aaiaaii ia?aaiceo ai 20 ieeeeiiia ianna?e?ia. Eioi?iaoee i ?anoaieao ia iiiaio iaienaiey aaiiai ?aoa?aoa o iaiy ia auei, ii, enoiay ec ca?aaiai niunea, oaiu ia aie?iu auou aieuoeie, oae eae ia o?aaoaony ecaioiaeyou aieuoeo oe?a?ae ?aeeaiiuo iaoa?eaeia. Oaeei ia?acii ii?ii iaieoenu «iaeie e?iau?» i?e eniieuciaaiee yoiai aeaa ?aeeaiu. I?aaaa, Iineianeee Iao?iiieeoai yaeyaony iiiiiieenoii a yoie io?anee, e aiieia ii?ao iaiainiiaaiii iiaiyou oaiu, ai?i?ai, ii ?eneoao inoaouny aiiaua aac i?eauee io ?aeeaiu, oae eae anaaaa iaeaoony e?ae, aioiaua iaeeaeou ?aeeaio iaeaaaeuii. 3.4. ?aeeaia ii ?aaei Yoa ?aeeaia n?aaieoaeuii iaai?iaay, e aa?a ?anoiua eeoa iiaoo naaa aa iicaieeou (aniiiieoa, iai?eia?, ?anoiua iauyaeaiey ii ?aaei). I?aaaa, y niiiaaa?nu a aa yooaeoeaiinoe, oae eae ?aaei neooa?o i?aiu iaiiiaea. Enee??aiea caanu ninoaaey?o iocueaeuiua i?ia?aiiu, eioi?ua neooa?o e a ai?iaa, e a iiea, e ia ?aaioa. Ai?i?ai, ?aeeaia ii ?aaei iaiiiai aieaa yooaeoeaia ca i?aaaeaie Iineau e aieuoeo ai?iaia. Iai?eia?, a aa?aaia eee a iaeaiueii ai?iaea ?aaei - yoi aaeinoaaiiay io?aaa aey ianaeaiey, oae eae oai oaeaaeceiiiia aauaiea ?acaeoi neaai, i?aaaa, oai ia i?aiu oi?ioi ?acaeo oiaa?iue ?uiie, oae ?oi ?aeeaia iieiyooaeoeaia. Eoae, nienie iaeaieaa iiioey?iuo ?aaeiia?aaa?: Iacaaiea ia?aaa?e
Eiee?anoai neooaoaeae
Eiiiaioa?ee
«Aa?iia+»
20 iei.
Naiay ianniaay iocueaeuiay ia?aaa?a a ?innee. O?ainee?oaony i?eia?ii a 20 ai?iaao ?innee i?aeoe?anee e?oaeinooi?ii
«?aaei I»
4 iei.
Iocueaeuiay i?ia?aiia n?aaiaai ea?anoaa, a iniiaiii iieiaa?iay aoaeoi?ey
«Iaye»
4 iei.
Naiay iiioey?iay ec eioi?iaoeiiiuo i?ia?aii
1 eaiae
15 iei.
Ana?inneeneay eioi?iaoeiiiay ia?aaa?a
Eoae, ?aeeaia ii ?aaei iaeaieaa yooaeoeaia a eiiiaeaena n a?oaeie ?aeeaiiuie ia?ii?eyoeyie. 4. Cieioua i?aaeea ?aeeaiu ?aeeaia aie?ia auou: e?aoeie; eioi?iaoeiiii ianuuaiiie; i?eaeiaeuiie, ?ai-oi ioee?a?uaeny io a?oaeo e oi?ioi caiiieia?uaeny; iaaeyaiie; aie?ia iieacuaaou ioee?eoaeuiua ?a?ou ?aeeaie?oaiiai; iao?ii iainiiaaiiie; e, iaeiiao, i?inoi e?aneaie; ?aeeaia ia aie?ia auou: aeoiie e iaayc?eaie; aeeiiie; iaiiiyoiie i?inoiio ?aeiaaeo; ?aeiiaiaaoee: aaaaou a?aiy caienaou oaeaoii; aaa aicii?ii, eniieuciaaou noeoe; i?iaiaeou eiiieaenio? ?aeeaiio? eaiiaie?, eniieucoy ana ainooiiua n?aanoaa; 5. Eae caueoeou iio?aaeoaey io eceeoiae ?aeeaiu Eae ecaanoii, ?aeeaia - aaeaaoaeu oi?aiaee. Iia iiiiaaao «naiaeou eiiou n eiioaie» anai: oaeaaeceiiiui ia?aaa?ai, aacaoai, ?aaeii?ia?aiiai, ?aaioieeai iao?i, e, eiia?ii, ?aeeaiiaaoaeyi. Iiyoiio ia?aaei n ?aeeaiie «ia?aaa?ueaa?o», aaeay iai?eyoiui i?iniio? oeeuia eee ?oaiea aacaou. E ni?aeaie?, o iio?aaeoaey iao niiniaia ai?uau n yoei yaeaieai, e?iia eae caeiiiaaoaeuiuo. Oi anou iio?aaeoaeu ii?ao iio?aaiaaou naiaai aaiooaoa i?eiyou caeii ia ia?aie?aiee ?aeeaiu. Ioaaeuiue ?acaiai? i ?aeeaia a?aaiuo aey cai?iauy i?iaoeoia, a ?anoiinoe, aeeiaieuiuo iaieoeia e oaaa?iuo ecaaeee. Ana ?acaeoua no?aiu ie?a aaaii cai?aoeee eee, ii e?aeiae ia?a, ia?aie?eee oaeo? ?aeeaio. O ian a no?aia oi?a i?aai?eiyou oaae a yoii iai?aaeaiee, iai?eia?, iinea ?aeeaiu aeeiaieuiuo iaieoeia e oaaa?iuo ecaaeee ii oaeaaeaaie? iaycaia neaaiaaou i?aaoi?a?aa?uay ia eo a?aaa eioi?iaoey. E ni?aeaie?, ia?aaee ia?ooaiey yoiai i?aaeea, ?aio iu naie, eae oaeac?eoaee, yaeyainy naeaaoaeyie. 6. Caee??aiea A aaiiie ?aaioa ?acia?aiu iniiaiua aeau ?aeeaiu, i?enoonoao?uea ia ?inneeneii ?uiea. Ia ?acia?aiu oaeea yecioe?aeea aeau ?aeeaiu, eae ?aeeaia ia iaa?aa, ia ueoao ai a?aiy nii?oeaiuo ni?aaiiaaiee eee ia ai?iaao, ia ay?inoaoao e i?i?ea, ec-ca eo iaeie ?ani?ino?aiaiiinoe ia ?inneeneii ?uiea. Neaaoao i?eciaou aaiio? ?aaioo ieieiaeuii ainoaoi?iie aey i?eiyoey ?aoaiey i auai?a oiai eee eiiai aeaa ?aeeaiu aey e?aiai ?anoiiai eee ainoaa?noaaiiiai i?aai?eyoey. 7. Nienie eniieuciaaiiie eeoa?aoo?u 1. Eeiaa?o I.O. Yeiiiieea ie?ioicyenoaaiiuo naycae. 2. Aacaoa «Eiiia?naiou-Daily», iiia?a ca 1993-1994 aiaa. 3. Aacaoa «Yeno?a-I», iiia?a ca 1994 aia. 8. Aeaaiaa?iinoe Aeaaiaa?? ii? e?aeio? o?eoaeuieoo yeiiiieee n?aaiae oeieu ? 1250 ?aieio ?aiio Noaiaiiaio ca aa iiiiuu - aac iaa yoa ?aaioa a?ya ee auea au iaienaia. Aeaaiaa?? nio?oaieeia Iineianeiai Aaeaoeiiiiai Einoeoooa ca i?aainoaaeaiio? eiiiu?oa?io? oaoieeo e eaca?iue i?eioa?. A oae?a «special thanks» iiei ?iaeoaeyi - aac ieo oi?a ie?aai au ia iieo?eeinu.
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