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Luzhnova N.V. THE ROLE OF ADVERTISING IN A SYSTEM OF INTEGRATED MARKETING COMMUNICATIONSThe essence and structure of integrated marketing communications. The role of advertising in this system. Investigated approaches to the definition of "advertisement". Presented by the author's view on the nature of commercial advertising. Key words: system of integrated marketing communications, advertising, retail advertising.
References:
1. Wells, W. Advertising: Principles and Practice [text] / Williams Wells, John Burnett, Sandra Moriarty. — 5-th Int. ed. SPb.: Peter, 2003. 800 p.
2. Rozhkov, I.Ya. Advertising: a bracket for the pros [Text] I.Ya. Rozhkov. M.: Yurayt, 1997. 206 p.
3. Feofanov, O.A. Advertising: New Technologies in Russia [Text] / O.A. Feofanov. SPb.: Peter, 2003. 384 p.
About this article
Author: Luzhnova N.V.
Year: 2010
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Editor-in-chief |
Sergey Aleksandrovich MIROSHNIKOV |
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