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ISBN 978-5-7310-3009-0
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This manual is a systematic exposition of the fundamental courses for bachelor's degree in the field of Advertising and Public Relations Inte- grated Communications. The book contains material on the main issues of the course, questions for self-examination and a bibliography.
Intended for students of direction Advertising and Public Relations.
76.006.5
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ISBN 978-5-7310-3009-0
, 2014
..................................................................................................... 5
1. ......................... 6
1.1. ........................................ 6
1.2. PR- .......... 9
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.................................................................................. 12
2. ........................................................... 16
2.1. ..................................... 16
2.2. .............. 18
2.3.
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2.4. .......................................................................... 35
3. .......... 42
3.1. , , , ................................ 42
3.2. ........................................................ 43
3.3. ................................................................. 45
3.4. ............................................................................. 46
3.5. ........................................................ 47
3.6. ........................................................................ 47
3.7. ................................................................................. 50
3.8. ............................................................ 51
3.9. ....................................................................................... 51
3.10. ............................. 54
4. : ,
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4.1.
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4.2. , ..... 64
4.3.
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4.4. PR ........ 74
5. .................................... 78
5.1. ................................................................................... 78
5.2. ................................................................... 90
5.2.1. . () ............. 90
5.2.2.
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5.2.3. : .................................................................................. 98
5.2.4.
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6. ..................................................... 111
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7. ......................................................................................................................... 132
7.1. PR-............................................. 132
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7.2. PR-......................... 133
7.3. PR-........................... 135
8.
................................................................... 142
8.1. : .............................................................................. 142
8.2.
................................................ 145
8.3. - ...................................................................... 151
8.4.
..................................................................................... 155
9. ......................................................................................................................... 160
9.1. 160
9.2. ....................................................................... 162
9.3. .................................................................................. 164
9.4. ................................................................... 165
9.5. ................................................................... 166
9.6. ............................................................. 168
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