Lecture 2 -Advertising BG

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    1450 : 1472 :

    1700-

    1800

    1841 :

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    1840- :

    19

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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

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    (

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    ,

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    .

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    1. 1.1.

    ,

    / .

    1.2.

    ,

    .a.

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    b.

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    c.

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    d.

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    2. 2.1.

    (

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    .2.2.

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    2.3.

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    2.4.

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    3. 3.1.

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    3.2.

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    3.3.

    3.4.

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    4. 4.1.

    .4.2.

    (

    ) Intended to promote the organisations mission or

    philosophy rather than a particular product.

    4.3.

    ,

    .

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    4.4.

    ,

    ,

    .

    4.5.

    .

    4.6.

    .