(. agency commission) , , , -1; 16% ) .
(. allotments) : , (GRP) .. , , , , I .
(. mail catalogue) , . , . , ; .
(. animation) [. .
(. anthropomorphisme) , . (, ). , , .
(. arbitron) : . .
- (. art director) . , .
. , , .
(. audited circulation; traffic audit) , , . , . , , . .
(. daily effective circulation, DEC) : , , , .. . 50% 25% , , 6:00 18:00 6:00 24:00 .
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(. database) , , . , , , , ..
(. barter) - ( ).
. , , , .
(. benefit) , .
() (. advertising sample) , , .
(. billboard) , , . , , 3 6 ( ), , 4,27 14,60 ( ). , , , .
(. conforming sign) , , .
(. video billboards) , , . , . . , . : , . , 34- . , , - .
- (. bingo card) , , .
-- (. business to business, 2) , , , . .
(. classified) , .
(. bottle neck) , , . . (. brand) , , .
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(. branding) , , . - -.
(. painted wall) , . 20 , 15 10 .., .
(. briefing) - . .
(. brochure) . , , .
(. boutique) , .
(. background) , . , .
(. bulletin) , , , . . : 4,27 14,64 (14' 48'); 6,10 18,30 (20' 60'); 3,20 10,98 (10'6" 36'); 3,05 12,20 (10' 40'); 1460 460 .
, , , : + ( ).
(. high spot bullet) , , .
(. permanent bulletin) , .
(. RFM-model). , : (recency) , (frequency) (money value) , . RFM-.
.
( ) , , , , .
.
. :
(, , .). ;
, , . , , . , , ;
, ;
. : , , . , (, , ..), , , , , , , , . ;
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: , , .;
, , , , , ;
. . .
, . .
, ( ). . .
(. wobbler) , . - . (POS) .
, ( ). . .
, : , , - . .
(. rotating interactive packaging) , , 360 , . , . (. pass-along circulation, ) ( , ), , ( ). , , . , , . , .
, () - , .
, . , .
(. heavy up) , . , , . , , , .
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. .
. , , . .
, , .
(. roadshow) .
(. gender advertising) , . . 23 8 . : .
() (. universe) , . , .. , .
, . .
, .
, . . .
, . . .
(. deadline) . .
, , , , , , ..
, .
( ) (. gross ratingpoints, GRP) . .
() (. generic brand) , . . , , , , , , .
(. jingle) , , .
, . .
, , , 45 .
(. advertising design) . . , . , , , , .. , . - . .
(. dealer) , , . , , . , , , .
(. diorama) , , , , .
- (. direct marketing) , , - , , .
- (. direct mail) . , .
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() (. discount) , , .
(. dispatch money, ) (), . , , , . , .
(. display) , , , -.
(. inflatable) , , . , () -, - . .
, (. mall display) , (); - . .
(. distribution) , , .
. , , . .
(. dodger) , , .
- . , , , , .
- (. drive-time; traffic-time) ( ): 610 1619 . -. , , , .
(. market capacity) ; . , , , , , .
:
1) : , , , , , , , ..;
2) : , , ;
3) : , , , , , , ..;
4) : . ;
/: , , , , , ..
(. jalori) , . .
(. yellow goods) , . , , . , - .
() (. live) - , . . .
() . . , . : . , . , , - . , , .
(. forgetting rate) , . .
, , , , , .
- .
, - . 2040 . . . .
( 15 ), - .
, .
, () , , , . -, . , .
, , . , 1 25.
(. designated market area, DMA) - -, .. . . -, . ( . Nielsen*.)
, , , , .
, , .
, , . .
, . .
( ) (. word-of-mouth advertising) , - , . , , . , , . . , , /.
(. image) .
, . .
(. in ) , .
(. commercial/industrialarea) , , . .
(. insert) .
() (. Integrated marketing communications, IMC) , , ( ). , , , .
- (. Internet advertising). .
1. . (60 468 ). -. (100 80 ) . .
2. , , .
3. , , , .
() (. indoor advertising) , .
(. letter) , .
, .
(. cartouche) , , , .
(. casting) .
(. catalogue) , .
, .
(. cluster) () .
(. clipart) . , , .
, .
, .
- (. call center) - , , . , . , - , .
, . 15%.
(. publicity) , PR , .
(. commisvoyageur) , .
. .
(. marketing mix) , , .
(. communication mix) : , , PR, -.
(. consumerism) - .
(. contactor) . .
(. context) , - .
(. contractor) .
(. counter advertising) , .
, , , ..
(. cooperative account, -) , , , .
, .
(. copywriter) , ( ).
(. brown goods) (, ..). , , , .
(. corporate advertising) , , , , .
, . , . , , : , , , , , .. , , . .
. . online.
, , .
(. red goods) ( ). (, , ) . .
(. creative) . creative , , . , , creation (, ) creativity (). ( ) . , , , , , , .
(. creative director) , .
() (. creator) , .
. , , , . , . ( ), . , .
(. permit) , . , - . ( , .)
(. personal selling) .
(. logotype, logo) . . . . .
(. launch) () . , . .
() (. lamp post unit, LPU) , . -. , .
. , . , . .
(. trade mark) , , -.
(. marketing) , .
- (. mass media) , , , .
(. media) , , , , , , .
(. media buying) .
(. media weight) . , , . , , , 2 5%. , . .
(. media director) .
(. media planner) , .
(. media selling) .
, .
, , . .
(. merchandising) , .
, .
, , .
(. mobile) POS-. , . , .
() . , , . . , , . , , .
() (. brandmobil) , 3x6 .
() (. m selling proposition, MSP) (), . . . . , , . ( . customer ) , . , : ; ; - ; ; .
() (. brain storming) , .
(. motto) , .
, . , .
(. label) , . .
( ) , , .
() (. outdoor, out of home, ) , , / , , , , , .
(. free lancer) , , . . .
, - , , .
( ) , .
(. nerrowcasting) , . .
, , -
, . , , .
, . '/,. '/, .. '/64 '/132 .
(. narrowcasting) . -.
(. on line) , . . .
(. on pack) , .
(. orange goods) , , . .
- (. lay out) , .
. , : -, -, .
, , .
- (. net reach) -; , , .
(. reach, coverage) , - , . ( ) , , , .
(. rating point) , 1% , ( ).
() (. public relations, PR) .
(. paperback) .
(. party plant) : .
(. cross-banner) , . .
(. advertising printed matters) , . : (broadside) , ; (handout), (catalogue), (leaflet, flyer), (poster), (booklet), (postcard).
- ( ) (. peak time) , .
- () (. pilot film) , , . .
() (. point ofsale POS; point of purchase POP) .
- () , .
(. pitch) , .
(. poster) .
-30 (. poster-30sheet; thirty sheet poster) .: 657,86 292,10 (9'6" 27").
: 3,73 7,47 (12'3" 24'6") 2,94 6,50 (9'8" 2'4"), 3,50 7,77 (1 6" 25'6") 2,9 6,6 (9'6" 217").
-8 (. poster-8 sheet) .: 152,4 335,28 (5' ).
- (. poster-bleed) , ; , .
(. queen size bus poster) , , 68,68 215,90 (27" 85").
(. urban panel) , ; 0,7 1,45 (28" 58").
(. station posters) , , , , .
(. plant operator) 1) , ;
2) , : , , ..
(. face) , , , () ( ). , . , .
(. gross impressions) . , , .
() (. gross rating points, GRP) , , , , . , .
, 1% ; , . , .
.
- (. porta-panel) , . , .
(. portfolio) , , - .
(. posttesting) , .
(. circulation) , , . .
( . consumer panel) , .
- (. prime time) : 18.0023.00 .
- (. price list) .
(. presentation folder) . -.
(. presentation) , .
(. premium) , .
- (. press kit) .
- (. press release) , .
(. profit) .
(. prisma-vision) . .
(. promotion; sales promotion) , .
(. pack shot) , .
, .
() (. storyboard) () , . , : , . , , .
- (. reality branding). . , . (), .
, .
, .
(. rating) , - .
(. advocacy advertising) - , , , .
(. bait advertising) , , .
, . , : ; , ; ; ; , ; ; ..
(. bench) , 0,50 1,74 (19 3/4" 68 1/2"). .
(. taxi display/taxi top) , , .
(. fully wrapped bus)
