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7/31/2019 Lecture 2 -Advertising BG
1/17
7/31/2019 Lecture 2 -Advertising BG
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1450 : 1472 :
1700-
1800
1841 :
. ,
,
-
1840- :
19
20
:
, ,
,
7/31/2019 Lecture 2 -Advertising BG
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I-
:
:
(Daniel
Starch, A.C.Nielsen
George Gallup)
1941 :
-
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1940-
50-
(RosserReeves)
Ted Bates
USP
1960- (
) DavidOgilvy
1970- (Jack Trout)
(Al
Ries)
1980- :
1980-
-
21
7/31/2019 Lecture 2 -Advertising BG
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(
7/31/2019 Lecture 2 -Advertising BG
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,
,
7/31/2019 Lecture 2 -Advertising BG
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7/31/2019 Lecture 2 -Advertising BG
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7/31/2019 Lecture 2 -Advertising BG
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.
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.
(
).
.
7/31/2019 Lecture 2 -Advertising BG
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,
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: 1/
, 2/
3/ .
( ).
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7/31/2019 Lecture 2 -Advertising BG
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7/31/2019 Lecture 2 -Advertising BG
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1. 1.1.
,
/ .
1.2.
,
.a.
,
.
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b.
(
)
,
.
c.
.
d.
.
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2. 2.1.
(
) ,
.2.2.
, ,
.
2.3.
,
.
2.4.
7/31/2019 Lecture 2 -Advertising BG
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3. 3.1.
,
3.2.
,
3.3.
3.4.
, .
7/31/2019 Lecture 2 -Advertising BG
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4. 4.1.
.4.2.
(
) Intended to promote the organisations mission or
philosophy rather than a particular product.
4.3.
,
.
7/31/2019 Lecture 2 -Advertising BG
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4.4.
,
,
.
4.5.
.
4.6.
.