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V uchebnom posobii izvestnogo spetsialista E.Romata proveden glubokij i vsestoronnij analiz takoj dinamichnoj, bystro transformiruyuschejsya sfery chelovecheskoj deyatel'nosti, kak reklama. Podrobno izuchayutsya reklamnye kommunikatsii i ih osnovnye elementy, protsessy formirovaniya reklamnogo obrascheniya i vybor kanalov ego rasprostraneniya. Znachitel'noe vnimanie udelyaetsya problemam i perspektivam reklamnogo menedzhmenta. Vtoroe izdanie, po sravneniyu s pervym, preterpelo ryad izmenenij, byli obnovleny primery iz otechestvennoj i zarubezhnoj praktiki, pererabotany razdely, posvyaschennye razrabotke reklamnogo soobscheniya i reklamnomu menedzhmentu. Posobie prednaznacheno dlya studentov ekonomicheskih vuzov, izuchayuschih marketing, menedzhment, pablik rilejshnz, takzhe budet polezno dlya spetsialistov, rabotayuschih v reklamnom biznese.