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Современные Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ в рекламе

учебное пособие
descriptionPublicationkeyboard_double_arrow_right Other literature type 01 Jan 2019 Russian Publisher:Санкт-Петербургский политехнический университет Петра Великого

doi: 10.18720/spbpu/2/s19-19

Современные Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ в рекламе

Abstract

Ð’ пособии изложены основные современные Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ рекламы и Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ ÐºÐ¾Ð¼Ð¼ÑƒÐ½Ð¸ÐºÐ°Ñ†Ð¸Ð¹. Рассмотрены особенности интернет-маркетинга и рекламы, основные виды цифровой рекламы, специфика проведения цифровой рекламной кампании, медиаселлинг и медиабаинг в интернете. Проанализировано развитие Ñ†Ð¸Ñ„Ñ€Ð¾Ð²Ñ‹Ñ Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¹ в маркетинге и рекламе, в частности информация 4.0 как базовая концепция для цифровой рекламы, дополненная и виртуальная реальность как система коммуникаций, а также blockchain-Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ для маркетинга и рекламы. Представлены структурно-логические и содержательные таблицы и ÑÑ ÐµÐ¼Ñ‹. Предназначено для студентов, а также для преподавателей, аспирантов вузов, специалистов в области рекламной и PR деятельности.

Keywords

Интернет, маркетинговые коммуникации, Информационные Ñ‚ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸, реклама, Вычислительные машины электронные

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    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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