2. Gruzdeva O.A., Sarkisyan O.A., Krasovsky G.V. Advertising activity: theory and practice. - K., - 2004. - 356 p.

3. A. Juler, Bi. Druniani. Creative strategies in advertising. - M.: Progress, 1991. - 256 p.

5. Dubois J., Edelin F., Klishevnberg J.-M. etc., general rhetoric. M., -1986, 45 p.

6. Zaretskaya E.N. Rhetoric: Theory and practice of linguistic communication. – M.: Delo, 2001.- 345 p.

9. Ivanov V.F., Meleshchenko O.K. Current computer technologies and aspects of mass communication: aspects of stagnation. - K.: 13MN, 1996. - 180 p.

9. Kevorkov V.V. Tagline? Tagline! Slogan... - M.: RIP-Holding, 1996. - 95 p.

10. Krivonosov A.D. Genres of PR text. – S.P., - 2002 - 34 s.

13. Lotman Yu.M. Rhetoric. - Work on sign systems. – T., - 1981. 56 p.

16. Marketing at a printing enterprise: Textbook for universities M.: MGUP, 2000. - 284 p.

17. N. Meskheshvili. Expressive methods of written communication. – M.: - 1989. - 67 p.

21. Pirogova Yu. Hidden and explicit comparisons // Article in the magazine "Advertising and Life", 1998. - No. 5, - 78 p.

Basically, the list of literature on advertising in 2016, relevant for the specified time, was prepared using the classics of educational literature on advertising in the first place. The specified list of literature on advertising, suitable for preparing student work in the first place, also includes publications from the 2000s. Ogilvy’s works, which are included in the “golden fund” of advertising studies, are also included in this list of literature on advertising in 2016.

Federal Law of July 18, 1995 No. 108-FZ “On Advertising” (as amended and supplemented on June 18, 14, 30, 2001, August 20, 22, November 2, 2007, May 9, 21 July 2012, March 13, 2014)

Arkhipov V. E. Principles of effective management and marketing. - M.: INFRA-M, 2015. - 256 p.

Bagiev G.L. Fundamentals of organizing marketing activities in an enterprise. St. Petersburg: Peter, 2011. - 176 p.

Bardier G.L. Business psychology. M.: Genesis, 2012. - 412 p.

Basovsky L.E. Marketing. M.: INFRA-M, 2012. - 219 p.

Berman J., Evans D. Marketing. / Per. from English - M.: INFRA-M, 2012. - 420 p.

Virin F.Yu. Modern tools for in-depth analysis of advertising campaigns. // Marketing in Russia and abroad. - 2013. - No. 6. - P.86-92.

Volodeeva L.V. Organization and effectiveness of trade advertising. St. Petersburg: Soyuz, 2014. - 154 p.

Gasanenko N.A. How to evaluate the effectiveness of an advertising campaign. // Marketing and advertising. - 2014. - No. 7-8. - P.17-20.

Golubkov E.P. Marketing Basics. M.: Finpress, 2012. - 656 p.

Zavyalov P.S., Demidov V.E. The formula for success is marketing. M.: International relations, 2011. - 280 p.

Kotler F. Fundamentals of Marketing. / Per. from English - M.: Progress, 2013. - 640 p.

Moiseeva N.K. Marketing management. M.: Finance and Statistics, 2012. - 304 p.

Naumova L.M. Applied marketing in the activities of the company. M.: Elit, 2014. - 204 p.

Peshkova E.P. Marketing analysis in the activities of the company. M.: “Axis -89”, 2015. - 214 p.

Punin E.I. Marketing, management and pricing in an enterprise. M.: International relations, 2013. - 310 p.

Razu M.L., Filippov A.V., Yakutin Yu.V. Management, marketing, personnel. M.: AKDI, 2014. - 540 p.

Rubtsov S.V. Marketing management and personal factor. // Marketing and marketing research in Russia. - 2015. - No. 1. - P.12-16.

Svetunkov M. G. Adaptation of the company's marketing strategy. M.: Economics, 2013. - 205 p.

Filyurin A.S. Russian features of brand promotion and management. // IVF. - 2010.- No. 5. - P.169-181.

Charmesson G. Trademark. How to create a name that will bring in millions. / Per. from English - St. Petersburg: Peter, 2014. - 302 p.

Churchill G.A. Marketing research. / Per. from English - St. Petersburg: Peter, 2012. - 752 p.

Khrutsky V.E., Korneeva I.V. Modern marketing: a handbook on market research. M.: Finance and Statistics, 2012. - 214 p.

Shabanova T.V., Gukkaev V.B. How to properly advertise your products? // Top. - 2013. No. 5. - P.12-25.

This textbook is the first attempt to reflect all the didactic units of the course “Fundamentals of Advertising” in accordance with the state educational standard (federal component) and is intended to form in students a coherent system of views on modern advertising and information activities and the prospects for its development.

The main milestones in the history of advertising development, the role of advertising in the marketing communications system, features of the use of various means of advertising distribution, basic concepts and methods for developing advertising products, organizing and conducting advertising campaigns, as well as monitoring their effectiveness are considered.

An extensive bibliography, terminological dictionary, control questions and screening tests are provided.

The textbook was prepared by the team of authors from the Department of Design, Advertising and Printing Technology of Omsk State Technical University and is intended for students of higher educational institutions studying advertising, PR, and marketing.

• INTRODUCTION
• CHAPTER 1. ADVERTISING AND SOCIETY
• 1.1 Concept, essence and objectives of advertising
• 1.2 Types of advertising
• 1.3 Advertising process and its participants
• 1.4 Russian advertising market: state, features and development prospects
• CHAPTER 2. HISTORY OF THE ORIGIN AND DEVELOPMENT OF ADVERTISING
• 2.1 History of ancient advertising
• 2.2 Advertising in the Western European Middle Ages
• 2.3 New stage of advertising in Europe
• 2.4 History of domestic advertising
• CHAPTER 3. ADVERTISING IN THE SYSTEM OF MARKETING COMMUNICATIONS
• 3.1 Communication theory applicable to advertising
• 3.2 Advertising in the system of marketing concepts
• 3.3 Marketing communications system and its components
• 3.4 Sales promotion
• 3.5 Direct marketing
• 3.6. Public relations
• CHAPTER 4. MEANS OF ADVERTISING DISTRIBUTION
• 4.1 Press advertising
• 4.2 Television advertising
• 4.3 Radio advertising
• 4.4 Outdoor and transit advertising
• 4.5 Advertising in cinemas
• 4.6 Exhibitions and fairs
• 4.7 Other means of advertising distribution
• CHAPTER 5. BASICS OF DEVELOPING ADVERTISING MESSAGES
• 5.1 Structure of the verbal part of advertising
• 5.2 Brand name
• 5.3 Unique Selling Proposition
• 5.4 Advertising vocabulary
• 5.5 Argumentation in advertising
• CHAPTER 6. PLANNING AN ADVERTISING CAMPAIGN
• 6.1 Concept, types and main stages of planning an advertising campaign
• 6.2 Brief
• 6.3 Defining an advertising strategy
• 6.4 Formation of an advertising budget
• 6.5 Selection of advertising tools and advertising media
• CHAPTER 7. ADVERTISING RESEARCH. ADVERTISING EFFECTIVENESS
• 7.1 Advertising research
• 7.2 Cost-effectiveness of advertising
• 7.3 Communication effectiveness of advertising
• CHAPTER 8. WORLD ADVERTISING MARKET. CROSS-CULTURAL ANALYSIS OF ADVERTISING COMMUNICATION
• 8.1 Global advertising market
• 8.2 International advertising
• 8.2 Cross-cultural analysis of advertising communications
• CHAPTER 9. ADVERTISING IN INDUSTRIES AND FIELDS OF ACTIVITY
• 9.1 Advertising activities of industrial enterprises
• 9.2 Merchandising
• 9.3 Features of advertising activities of travel companies
• 9.4 Advertising of banking services

Conclusion.

A characteristic feature of modern advertising is the acquisition of its new role as a result of involvement in the process of managing the production and marketing activities of industrial and service firms. The essence of new advertising is that it has become an integral and active part of an integrated marketing system and the effectiveness of the manufacturer’s advertising and information activities and its compliance with the new requirements of the global market.

In the overall system of a wide range of marketing activities, advertising is, as a rule, not the dominant element. Practice shows that the most significant factors determining an increase or decrease in sales of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc.

Advertising requires a lot of money, which can easily be wasted if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, and fails to evaluate the results of advertising activities. The first step in developing a marketing strategy is choosing your target market. The second is to determine the appropriate marketing mix for each target market. The marketing mix is ​​determined by the way a company uses the 4Ps: product, price, place and promotion. Advertising is one of the tools for promoting a product.

Each of the media has its own unique capabilities and characteristics in relation to certain social groups. Advertisers must plan which media to use to attract the target buyers. After this, the task of the person planning to work with the media is to select from the available media such radio stations, television programs, newspapers, and so on, which could achieve the desired result in the most effective way.

When planning and organizing, you need to try to avoid the most common mistakes encountered when creating an advertising message, such as the lack of a constant image of the advertised product or service, passion for an idea that does not reflect the essence of the brand, presentation of the product in advertising in a superlative degree. All this can cause irreparable damage to the advertised product, discredit it in the eyes of the buyer, thereby nullifying all efforts to promote the product on the market.

Bibliography:

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• 2. Burnett J., Moriarty S. Marketing communications integrated approach. - St. Petersburg, 2008.
• 3. Borisov B.L. Advertising and PR technologies. - M., 2008.
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• 5. Golubkov, E.P. Marketing research: theory, methodology and practice: textbook. - 3rd ed. - M.: Publishing house "Finpress", 2008.
• 6. Golovleva E.L. Basics of advertising: textbook. - M.: publishing house "Fenix", 2006.
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• 11. Pankratov F. G., Bazhenov Yu. K., Seregina T. K., Shakhurin V. G. Advertising activities: A textbook for students of higher educational institutions. -- 3rd ed., revised. and additional -- M.: Information and Implementation Center "Marketing", 2008.
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Hello blog readers

I offer you a list of literature on the topic: “Advertising. Advertising activity"

1. Federal Law of March 13, 2006 N 38-FZ (as amended on July 18, 2011) “On Advertising” [Electronic resource] URL http://www.consultant.ru/online/base/?req=doc;base=LAW; n=116655
2. Ambler, T. Practical marketing / T. Ambler. – St. Petersburg: Peter, 2000. – 213 p.
3. Bagiev, G.L. Marketing: Textbook for universities. 3rd ed. / G. L. Bagiev, V. M. Tarasevich, H. Ann. – St. Petersburg: Peter, 2007. – 736 p.
4. Belyaev, V.I. Marketing: fundamentals of theory and practice: textbook. / IN AND. Belyaev. - M.: KNORUS, 2005. - 456 p.
5. Bendina, N.V. Marketing (lecture notes). / N.V. Bendina. – M.: “Prior-izdat”, 2005. – 215 p.
6. Golovleva, E.L. Fundamentals of advertising / E.L. Golovleva. – M.: OJSC “Moscow Textbooks”, 2006. – 271 p.
7. Golubkov, E.P. Fundamentals of marketing / E. P. Golubkov. – M.: Fin-Press, 2003. – 688 p.
8. Evstafiev, V.A. Introduction to media planning / V.A. Evstafiev, V.N. Yassonov. – M.: Roy, 1998. – 260 p.
9. Kotler, F. Marketing in the third millennium: How to create, conquer and maintain the market. / F. Kotler; Translation from English V. A. Goldich and A. I. Oganesova. – M.: AST Publishing House LLC, 2001. – 272 p.
10. Kotler, F. Fundamentals of Marketing / F. Kotler, G. Amstrong, D. Saunders, V. Wong. – Per. from English – 2nd European ed. – M.; St. Petersburg: Williams Publishing House, 2002. – 944 p.
11. Marketing: General course: Textbook / Ed. N. Ya. Kalyuzhnikova, A. Ya. Yakobson. – 2nd ed., revised. – M.: Omega-L, 2007. – 795 p.
12. Marketing: Textbook. / Ed. Prof. T. N. Paramonova. – 5th ed., erased. – M.: KNORUS, 2008. – 360 p.
13. Medvedeva, E.V. Advertising communication / E.V. Medvedev. – M.: Editorial URSS, 2003. – 280 p.
14. Milner, B.Z. Organization theory: textbook. / B.Z. Milner. – M.: INFRA-M, 2002. – 558 p.
15. Minko, E.V. Marketing: textbook. allowance / E. V. Minko, N. V. Karpova. – M.: UNITY-DANA, 2007. – 415 p.
16. Morozova, N.S. Stages of planning an advertising campaign. / N.S. Morozova // Social and humanitarian knowledge. – 2010. – No. 6 – P 34-39
17. Nozdreva, R.B. Marketing: how to win in the market / R.B. Nozdreva, L.I. Tsygichko. – M.: Finance and Statistics, 2006. – 345 p.
18. Oceanova, Z.K. Marketing: textbook. / Z. K. Oceanova. – M.: TK Welby, Prospekt Publishing House, 2007. – 424 p.
19. Pankrukhin, A.P. Marketing: textbook. / A. P. Pankrukhin. – M.: Omega-L, 2007. – 518 p.
20. Pimenov, P.A. Fundamentals of advertising / P.A. Pimenov. – M.: Gardariki, 2006. – 399 p.
21. Romat, E.V. Advertising. / E.V. Romat. – St. Petersburg. : Peter, 2003. – 556 p.
22. Soloviev, B.A. Marketing: Textbook. / B. A. Soloviev. – M.: INFRA-M, 2007. – 340 p.
23. Sulyagin, Yu.A. Advertising. Tutorial. / Yu. A. Sulyagin, V. V. Petrov - M., 2006. - 532 p.
24. Wells, W. Advertising: principles and practice / W. Wells, D. Burnet, S. Moriarty. – St. Petersburg, 1999. – 270 p.
25. Aniskina N.V. Language features and text structure in radio advertising/N.V. Aniskin // Bulletin of Kostroma State University. ON THE. Nekrasova. - 2010. - T. 16. - No. 1. - P. 69-73.
26. Antonov L.V. Features of entrepreneurial activity in the advertising market/L.V. Antonov //Socio-economic phenomena and processes/L.V. Antonov. - 2011. - No. 8. - P. 9-12.
27. Gordeeva N.V. Basics of creating good text in radio advertising / N.V. Gordeeva // Socio-economic and technical systems: Research, design, optimization. - 2007. - No. 2. - P. 1.
28. Polukarov, V.L. Television and radio broadcast advertising / V.L. Polukarov. - M.: Polipress, 2010. - 124 p.
29. Ruzhnikov V.N. From “Radio Newsletters” of ROSTA to the information program “Mayak” // Yaroshenko V. N. Information genres of journalism. M.: Knowledge, 2010. - P. 45
30. Smirnov V.V. Radio advertising/V.V. Smirnov. - St. Petersburg: Peter, 2012. - P. 13
31. Statkevich E.A. Speech strategies and tactics of modern radio advertising//E.A. Statkevich Omsk Scientific Bulletin. - 2011. - No. 95. - P. 212-215.
32. Uchenova V. Advertising: a palette of genres/V. Uchenova. - M.: Infra-M, 2012. - P. 150.
33. Shchepilova G.G. Criteria for the classification of radio advertising/G.G. Shchepilova //Mediascope. - 2010. - No. 1. - P. 2-20.

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