Організація взаємодії рекламодавця та рекламного агентства на міжнародному рівні: Автореф. дис… канд. екон. наук / І.О. Делікатна, Київ. ун-т ім. Т.

EE?ANUeEEE OI?AA?NEOAO ?IAI? OA?ANA OAA*AIEA

OAeE. 339.13.138:659

AeAE?EAOIA ?AAOA IEAENAIAe??AIA

I?AAI?CAOe?ss ACA?IIAe?? ?AEEAIIAeAAOess OA

?AEEAIIIAI AAAIONOAA IA I?AEIA?IAeIIIO ??AI?

Niaoe?aeuei?noue — 08.02.03. — I?aai?caoe?y oi?aae?iiy, ieaioaaiiy ?
?aaoethaaiiy aeiiii?ee

AAOI?AOA?AO

aeena?oaoe?? ia caeiaoooy iaoeiaiai nooiaiy

eaiaeeaeaoa aeiiii?/ieo iaoe

Ee?a — 1999

Aeena?oaoe?th ? ?oeiien

Aeena?oaoe?eia ?iaioa aeeiiaia ia eaoaae?? oi?aae?iiy
ciai?oiueiaeiiii?/iith ae?yeuei?noth ?inoeoooo i?aeia?iaeieo a?aeiinei
Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea

Iaoeiaee ea??aiee Aeieoi? aeiiii?/ieo iaoe, i?ioani?

E?aae?nia Aiaoie?e ?aaiiae/

Caa?aeoaa/ eaoaae?e oi?aae?iiy ciai?oiueiaeiiii?/iith ae?yeuei?noth

Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea

Io?oe?ei? iiiiaioe Aeieoi? aeiiii?/ieo iaoe, i?ioani?

Iae?oaiei Aaeaioei Iaaeiae/

I?ioani? eaoaae?e ?iiiaaoe?eiiai iaiaaeaeiaioo oa i?aei?e?iieoeoaa

Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea

Eaiaeeaeao aeiiii?/ieo iaoe, aeioeaio

Oeeaaieiaa Oaoyia Ieoaee?aia

Aeioeaio eaoaae?e i?aeia?iaeiiai iaiaaeaeiaioo Ee?anueeiai
iaoe?iiaeueiiai aeiiii?/iiai oi?aa?neoaoo

I?ia?aeia i?aai?caoe?y Ee?anueeee aea?aeaaiee oi?aiaaeueii-aeiiii?/iee
oi?aa?neoao I?i?noa?noaa ina?oe Oe?a?ie, i. Ee?a

Caoeno a?aeaoaeaoueny 23 a?oaeiy 1999?. i 14.00 aiaeei? ia can?aeaii?
niaoe?ae?ciaaii? a/aii? ?aaee Ae 26.001.02 ii caoenoo aeena?oaoe?e ia
caeiaoooy iaoeiaiai nooiaiy eaiaeeaeaoa aeiiii?/ieo iaoe a ?inoeooo?
i?aeia?iaeieo a?aeiinei Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea
ca aae?anith: 254119, i. Ee?a, aoe. Iaeueieeiaa, 36/1, cae can?aeaiue
A/aii? ?aaee

C aeena?oaoe??th iiaeia iciaeiieoeny a a?ae?ioaoe? Ee?anueeiai
oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea ca aae?anith: 252017, i. Ee?a, aoe.
Aieiaeeie?nueea, 58, e. 10

Aaoi?aoa?ao ?ic?neaiee 20 eenoiiaaea 1999?ieo

A/aiee nae?aoa?

niaoe?ae?ciaaii? a/aii? ?aaee Iaco?aiei A. I.

CAAAEUeIA OA?AEOA?ENOEEA ?IAIOE

Aeooaeuei?noue oaie aeine?aeaeaiiy. Ia no/aniiio aoai? ?ioaa?aoe?eiiai
?icaeoeo Oe?a?ie aaeeeiai cia/aiiy iaaoaa? i?ioean ?aoi?ioaaiiy
aeiiii?ee e?a?ie, ciai?oiueiaeiiii?/ieo a?aeiinei, cie?aia. Inoaii?
aeiaaathoue ?icoe?aiiy niaeo?o ciaiue uiaei oni?oiiai i?iaaaeaiiy
i?aei?e?iieoeueei? ni?aae ? noai?aiiy a?aeiiai ?i?aeaeo oe?a?inueeeo
o??i ia i?aeia?iaeieo ?eieao.

A oiiaao aeiaae?caoe?? no/aniiai a?ciano, eiee i?enei?th?oueny i?ioean
aca?iii?iieeiaiiy ? aca?iiaieeao iaoe?iiaeueieo noeeae iiaaae?iee
noa’?eo?a ciai?oiueiaeiiii?/ii? ae?yeueiino? e?a?i, na?oiaee aeina?ae
?icaeoeo ? aaeineiiaeaiiy no/anieo iai?yi?a i?aeia?iaeiiai ia?eaoeiao
noa? i?aaeiaoii iniaeeai? oaaae e?a?i c o?ainoi?iaoe?eieie aeiiii?eaie,
a oiio /ene? Oe?a?ie.

Iii?oiei i?iyaii ?aoi?ioaaiiy oe?a?inueei? aeiiii?ee noaa, cie?aia,
?ioaineaiee ?icaeoie an?o aeae?a ?aeeaie, ye? aeiiiiaaathoue a?o/eciyiei
i?aei?e?inoaai aoaeoeaii ? aeeiai?/ii ?icaeaaoe na?e a?cian, ye ia
iaoe?iiaeueiiio, oae ? i?aeia?iaeiiio ?eieao. A oiiaao eiieo?aioii?
ai?ioueae iino?eii c?inoa? iaiao?aei?noue aaeineiiaeaiiy iaoai?cio
i?inoaaiiy oiaa??a ia ?eieao, ui ia?eiathoue ??ciiiai?oi? noi?iie
caooiai? ae?yeueiino? o??ie, i?enoinoaaiiy cania?a ?aeeaie aei no/anieo
oaiaeaioe?e oa iniaeeainoae na?oiai? oi?a?ae?.

A inoaii? ?iee ia?eaoeiaiaa, a oiio /ene? ?aeeaiia ae?yeuei?noue ii/aea
aeoeaii ?icaeaaoeny a on?o noa?ao aeiiii?ee ? a?ciano, ui
i?ine?aeeiao?oueny ia?aaeon?i, o iane/ai?e i?aeoe/i?e ae?yeueiino?
?aeeaiieo aaainoa ? neoaea, yeeo a Oe?a?i? aaea a?eueoa oeny/?.
C?icoi?ei, ui i?aeoeea cia/ii aeia?aaeaea? iaoeiaa inieneaiiy i?ioean?a
?aeeaiii? ae?yeueiino?, i?ioa, na?oiaee aeina?ae ?icaeoeo i?aeia?iaeii?
?aeeaiii? ae?yeueiino? eiiiai?e cana?ae/o?: aeey aoaeoeaiiai oi?aae?iiy
oe??th ni?aaith, iaiao?aeii, ia?o ca ana, oai?aoe/ia aeine?aeaeaiiy
iaeaaaeeea?oi? i?iaeaie ?aeeaiiciaanoaa – aca?iiae?? ? aca?iicaeaaeiino?
?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa ia i?aeia?iaeiiio ??ai?. Oey
i?iaeaia aeey ia?eaoeiaiaiai ?eieo Oe?a?ie, ui o?eueee ii/eia?
?icaeaaoeny, ? iiaith ? iaaeinoaoiuei ?ic?iaeaiith. Naia oeei
coiiaeth?oueny aeooaeuei?noue ia?aii? oaie aeena?oaoe??.

Nooi?iue ?ic?iaee oaie. Oai?aoe/i? oa i?aeoe/i? i?iaeaie i?aeia?iaeii?
ae?yeueiino? ?aeeaiieo aaaionoa ? ia?eaoeiaiaeo no?oeoo? eiiiai?e
?icaeyaeathoueny a i?aoeyo aaaaoueio a/aieo. Na?aae ieo ne?ae
a?aecia/eoe aeine?aeaeaiiy Ae. Aea?a, N. Oiena, N. I?inoaeia, ?.
?aeeaina, I. Iaea?a, I. A?eueyia, E. Eeaiia?a, Ae. Ooeueoea, E. Oeoiaia,
I. Ii?oa?a, A. Itheeaia, A. Eioiaia, A. A?ena, Ae. Aaaina, *.
Naiaeeaeaea, A. O?aeao?aa?a, E. ?iooeieea, A. Aa?iaia, ?. I. Aa?/?eiai?,
I. C. Caa’yeiaa oa ?i. A ?o ?iaioao aiae?cothoueny oai?aoe/i? iniiae
?icaeoeo ?aeeaiii? ae?yeueiino?; aecia/athoueny i?noea ? ?ieue
aoaeoeaii? ?aeeaie a ae?yeueiino? aaeeeeo eiiiai?e; i?iaeaie
ae?yeueiino? ? aeoeaiino? ?aeeaiieo aaaionoa ? ia?eaoeiaiaeo no?oeoo?
o??i; iniaeeaino? ae?yeueiino? i?aeia?iaeieo ei?ii?aoe?e ? ?o ?aeeaiieo
aaaionoa , ye ia iaoe?iiaeueiiio, oae ? ia na?oiaeo ?eieao a oe?eiio.

Cia/io oaaao ca?oa?aei? aaoi?e i?eae?eythoue noaio ? iniaeeainoyi
?icaeoeo ?aeeaiii? ae?yeueiino? o e?a?iao c o?ainoi?iaoe?eieie
aeiiii?eaie, ?eiee yeeo a?aee?eeeny aeey i?ia?aeieo ei?ii?aoe?e na?oo
(?. A?aeca?, Aeae. Ae?aiiiae, A. Ea?oa?, O. Eioea?, A. Oie?? oa ?i.).

A inoaii? ?iee iaaiee aianie o ?ic?iaeo eiioeaiooaeueieo iniia
ia?eaoeiao c?iaeee ? a?o/eciyi? a/ai?: A. A. Aa?anei/oe, A. ?.
O?e?iaiei, A. A. Aie/ae, A. I. Iae?oaiei, A. ?. E?aae?nia, I. A.
Aeoae/aiei, I. ?. ?iaa/, O. I. Oeeaaieiaa A. I. Noa?ino?ia, ?. A. ?iiao,
E. E. E?noa?nueeee, ?. A. Iai/aiei, N. Aa?eaaaiei oa ?i. Ii?yae c
?ic?iaeaie uiaei aeei?enoaiiy ca?oa?aeiiai aeina?aeo ia?eaoeiaa a
Oe?a?i? oa iiaeaeueoiai ?icaeoeo oe??? oai??? a ?o ?iaioao
aiae?cothoueny no/ani? oaiaeaioe?? ?icaeoeo na?oiaiai ?aeeaiiiai ?eieo;
iie?oe/i? ? nioe?aeuei? aniaeoe ?aeeaie, ineoieia?y ?aeeaiii?
ae?yeueiino?. Aaeeeiai cia/aiiy iaaoaathoue oai?aoe/i? ?ic?iaee
eieaeoeao a/aieo eaoaae?e oi?aae?iiy ciai?oiueiaeiiii?/iith
ae?yeuei?noueth ?inoeoooo i?aeia?iaeieo a?aeiinei Ee?anueeiai
oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea, a yeeo cia/ia oaaaa i?eae?ey?oueny
i?iaeaiai aeine?aeaeaiiy i?noey ? ?ie? a?o/eciyieo ?aeeaiieo eiiiai?e a
no/aniiio i?aeia?iaeiiio ?aeeaiiiio i?inoi??. Iaeiae, i?iaeaia
aca?iia?aeiinei ?aeeaiiaeaaoey ? ?aeeaiiiai aaainoaa ia i?aeia?iaeiiio
??ai? iiee ui caeeoa?oueny iaeiaea/aiith.

I?aaeiaoii aeine?aeaeaiiy aeena?oaoe?eii? ?iaioe ? ae?iaie/? a?aeiineie
?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa ia i?aeia?iaeiiio ??ai?.

Ia’?eoii aeine?aeaeaiiy ? c iaeiiai aieo i?aeia?iaei? ei?ii?aoe?? o ?ie?
?aeeaiiaeaaoe?a ye iniiaieo caiiaiee?a ?aeeaie ia aioo??oi?o ?eieao, c
ae?oaiai aieo oea ?aeeaii? aaaionoaa, a aaniethoi?e a?eueoino? –
o?ainiaoe?iiaeuei? ?aeeaii? ei?ii?aoe??, ye? ao?eththoue ?aeeaii?
no?aoaa?? ?aeeaiiaeaaoey ia aioo??oi?o ?eieao.

Ca’ycie ?iaioe c iaoeiaeie i?ia?aiiaie, ieaiaie, oaiaie. Aeine?aeaeaiiy
aeeiiaia ca?aeii c ieaiaie iaoeiai-aeine?aeieo ?ia?o eaoaae?e oi?aae?iiy
ciai?oiueiaeiiii?/iith ae?yeuei?noth Ee?anueeiai oi?aa?neoaoo ?iai?
Oa?ana Oaa/aiea (oaia “?icaoaeiaa aea?aeaae”, aea?aeaaiee ?a?no?aoe?eiee
iiia? 97134)

Iaoa aeine?aeaeaiiy aeena?oaoe?eii? ?iaioe iieyaa? o ?ic?iaoe? eiiieaeno
i?iiiceoe?e oa eiie?aoieo ?aeiiaiaeaoe?e uiaei oeyo?a caaacia/aiiy
iioeiaeuei?oiai aaeaino ?ioa?an?a ?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa
i?ae /an i?iaaaeaiiy i?aeia?iaeieo ?aeeaiieo eaiiai?e.

A?aeiia?aeii aei iaoe o aeena?oaoe?? iinoaaeaii oa ?aae?ciaaii oae?
aeine?aeieoeuee? caaaeaiiy:

— ?ice?eoi nooi?noue i?aai?caoe??, ieaioaaiiy ? i?iaaaeaiiy ?aeeaiieo
eaiiai?e a no/aniiio i?aeia?iaeiiio a?cian?;

— i?iaiae?ciaaii iniaeeaino? iiaeeaeaiiy i?ioeano ?ioa?iaoe?iiae?caoe??
? oaiaeaioe?? ?icaeoeo i?aeia?iaeiiai ?aeeaiiiai a?ciano ca inoaii?
?iee;

— iaa?oioiaaii iaiao?aei?noue ?aeeaiiiai ianeoaiaoaaiiy aaeeeeo eiiiai?e
ia i?aeia?iaeiiio ??ai? ia iniia? aiae?co iniaeeainoae
o?ainiaoe?iiae?caoe?? ?aeeaiii? ae?yeueiino?;

— aecia/aii ??ciiiai?oi? oaeoi?e, ui aieeaathoue ia i?aai?caoe?eio
no?oeoo?o, ?acoeueoaoeai?noue ? eiieo?aioicaeaoi?noue no?aoaa?/ieo
iai?yi?a ae?yeueiino? ?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa;

— aeyaeaii oi?ie, i?eioeeie, iaoiaee, iiaeae? aca?iiae?? ?aeeaiieo
aaaionoa ? ?aeeaiiaeaaoe?a, a oaeiae iaoai?ci aaeineiiaeaiiy
i?aai?caoe?? oi?aae?iiy i?ioeanaie ni?a?ia?oieoeoaa aeuaiacaaieo
noa’?eo?a i?aeia?iaeieo ?aeeaiieo a?aeiinei;

— ?icaeyiooi ?oo i?aeia?iaeii? ?aeeaie a ??cieo ?aa?iiao na?oo c iaoith
aeei?enoaiiy a Oe?a?i? na?oiaiai aeina?aeo oai??? ? i?aeoeee ?aeeaiiiai
a?ciano, aca?iiae?? ?aeeaiiaeaaoey ? ?aeeaiieo aaaionoa;

— aecia/aii iaea?eueo aoaeoeai? iai?yie aaeineiiaeaiiy i?aai?caoe?eii?
no?oeoo?e ?aeeaiieo aaaionoa c i?aeia?iaeieo ia?eaoeiaiaeo iiceoe?e,
aeine?aeaeaii aeiiii?/iee iaoai?ci aeei?enoaiiy aeaiaio?a no/aniiai
?aeeaiiiai a?ciano aeey aeoea?caoe?? ? i?aeaeuaiiy aoaeoeaiino?
aca?iiae?? ?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa ia i?aeia?iaeiiio ??ai?.

Iaoeiaa iiaecia aeena?oaoe?eii? ?iaioe:

— ?ic?iaeai? eiioeaiooaeuei? canaaee o?ainiaoe?iiae?caoe?? ?aeeaiii?
ae?yeueiino?, cai?iiiiiaai? iia? i?aeoiaee aei i?aai?caoe?? ? oi?aae?iiy
ni?aa?aeiineiaie i?noeaaeo ?aeeaiieo aaaionoa ? i?aeia?iaeieo
?aeeaiiaeaaoe?a ia ?eieo Oe?a?ie, ye? a?aoiaothoue iniaeeaino?
ia?ao?aeiiai aoaio a i?aeia?iaei?e no?aoaa?? ae?yeueiino? eiiiai?e;

— aecia/ai? e?eoa??? aeai?o iaea?eueo aoaeoeaieo oeyo?a aca?iiae?? i?ae
?aeeaiiaeaaoeyie ? i?aeia?iaeieie ?aeeaiieie aaaionoaaie: ?nioth/e
i?aai?caoe?ei? no?oeoo?e iaio noi??i, ??aaiue i?aeia?iaeiiai ?icaeoeo,
ia yeee aeeoee eiiiai??, ianooaa aeiaae?caoe?? oi?aiai? ia?ee oa
aeae?eueea ?ioeo;

— ?ic?iaeaia eiioeaiooaeueia iiaeaeue no?oeoo?ii-ooieoe?iiaeueieo
ca`yce?a o nenoai? i?aeia?iaeiiai ?aeeaiiiai a?ciano;

— a iaoeiaee ia?a aaaaeaii iiiyooy oa ?ice?eoa nooi?noue eaoaai???
“i?aeia?iaei? ?aeeaii? a?aeiineie” ye ni?aa?aeiinei, ye? aeieeathoue
i?ae i?aeia?iaeiei ?aeeaiiaeaaoeai /e eiai i?noeaaeie i?aaenoaaieoeoaaie
oa o?ainiaoe?iiaeueiei ?aeeaiiei aaaionoaii /e eiai o?e?yie ia
i?aeia?iaeiiio ??ai? a i?ioean? ieaioaaiiy, ?ic?iaee oa ao?eaiiy
i?aeia?iaeieo ?aeeaiieo eaiiai?e /e eieaeueieo ?aeeaiieo eaiiai?e ia
aioo??oi?o ?eieao aeey i?aeia?iaeiiai ?aeeaiiaeaaoey;

— cai?iiiiiaai? eiie?aoi? oai?aoe/i? ? i?aeoe/i? noaie aeei?enoaiiy
iaoiaeieia?/ieo cania?a i?aeia?iaeiiai ia?eaoeiao o i?ioean?
i?aeaioiaee, ?ic?iaee ? ?aae?caoe?? ??ciiiai?oieo ?aeeaiieo i?ia?ai ?
i?iaeo?a ei?ii?aoe?e, a oaeiae noee?a iiaaae?iee o??i ia i?aeia?iaeiiio
?eieo;

— ocaaaeueiaii na?oiaee aeina?ae i?aai?caoe?? ? oi?aae?iiy ni?ai?aoeath
?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa a Oe?a?i?, aecia/ai? iaoai?cie
eiai ai?iaaaeaeaiiy;

— cai?iiiiiaai? oeyoe aaeineiiaeaiiy i?aai?caoe?eii? no?oeoo?e
iaoe?iiaeueieo ?aeeaiieo aaaionoa ? i?aeaeuaiiy eiieo?aioiini?iiiaeiino?
oe?a?inueeeo noa`?eo?a i?aeia?iaeiiai ?aeeaiiiai a?ciano.

Iaoiaeieia?/iith iniiaith aeena?oaoe?eiiai aeine?aeaeaiiy ?
no?oeoo?ii-ooieoe?iiaeueiee i?aeo?ae aei i?ciaiiy yaeu ? i?ioean?a o
no/ani?e na?oia?e aeiiii?oe?. Aeine?aeaeaiiy iiaoaeiaaii ia iniia?
aeei?enoaiiy iaoiae?a nenoaiiiai aiae?co, aano?aeoe??, ?iaeoeoe?? ?
aeaaeoeoe??, a oaeiae aecia/aiiy i?yieo ? cai?ioieo ca’yce?a a i?ioean?
aca?iiae?? ??cieo noa’?eo?a i?aeia?iaeiiai ?aeeaiiiai a?ciano a nenoai?
no/aniiai na?oiaiai ainiiaea?noaa.

Oai?aoe/iith iniiaith aeena?oaoe?eiiai aeine?aeaeaiiy ? ooiaeaiaioaeuei?
i?aoe? ca?oa?aeieo ? a?o/eciyieo a/aieo, a yeeo ?icaeyaeathoueny
i?iaeaie i?aai?caoe?? ? oi?aae?iiy i?aeia?iaeii? ?aeeaiii? ae?yeueiino?
no/anieo eiiiai?e, caeiiii??iino? ? iniaeeaino? i?aai?caoe??
ni?a?ia?oieoeoaa ?aeeaiieo aaaionoa ? ?aeeaiiaeaaoe?a ia i?aeia?iaeiiio
??ai?; caeii Oe?a?ie i?i ?aeeaio, aeieoiaioe ?aaee Aa?iiaeneeo
Eii?oao?a.

Noaoenoe/io ? oaeoieiae/io iniiao aeena?oaoe?eiiai aeine?aeaeaiiy
neeaaeathoue i?aeia?iaei? ? iaoe?iiaeuei? ii?iaoeaii-i?aaia? ?
caeiiiaeaa/? aeoe uiaei ?aaoethaaiiy i?aeia?iaeii? ?aeeaiii?
ae?yeueiino? no/anieo eiiiai?e, aeai? ?aaee c ?aeeaie i?e Eaa?iao?
I?i?no??a Oe?a?ie, Aeui? oeiee a?iiaaenueeeo ca’yce?a ? ?aeeaie Oe?a?ie
i?e ?inoeooo? aeo?iae?noeee Ee?anueeiai Oi?aa?neoaoo ?iai? Oa?ana
Oaa/aiea, ??ciiiai?oi? aeai? ? aeniiaee, iioae?eiaai? a aeiiii?/ieo
aeine?aeaeaiiyo ca?oa?aeieo ? a?o/eciyieo a/aieo — oai?aoee?a ?
i?aeoee?a, a oaeiae iaoa??aee ia??iaee/ii? i?ane.

Oai?aoe/ia oe?ii?noue aeena?oaoe?eii? ?iaioe iieyaa? o ?icoe?aii? ?
iiaeeaeaii? ciaiue uiaei ci?noo iiiyooy “o?ainiaoe?iiae?caoe?? ?aeeaiii?
ae?yeueiino?” ? eiai aieeao ia iiaeeaeaiiy i?ioeano
?ioa?iaoe?iiae?caoe?? no/aniiai na?oiaiai ainiiaea?noaa, yeee
noino?oueny aeine?aeaeaiiy noo? ? caeiiii??iinoae oi?ioaaiiy ? ?icaeoeo
no/anii? oai??? i?aeia?iaeieo aeiiii?/ieo a?aeiinei.

I?aeoe/ia cia/aiiy io?eiaieo o aeena?oaoe?ei?e ?iaio? ?acoeueoao?a
iieyaa? a oiio, ui:

— ?? iniiai? oai?aoe/i? iieiaeaiiy iathoue aaaeeeaa iaoeiai-iaoiaee/ia ?
i?aeoe/ia cia/aiiy aeey aaeineiiaeaiiy i?aai?caoe?? ? iie?ioaiiy yeino?
i?aeia?iaeieo ?aeeaiieo eaiiai?e o i?ioean? i?aeaioiaee ??ciiiai?oieo
i?aeia?iaeieo ia?eaoeiaiaeo i?iaeo?a;

— ie?ai? i?aeoe/i? aeniiaee ? ?aeiiaiaeaoe?? ni?eyoeiooue aeoea?caoe??
aieeao i?aeia?iaeiiai oaeoi?o ia oi?ioaaiiy aeiaaeueii? no?aoaa??
oe?a?inueeeo noa’?eo?a ?aeeaiii? ae?yeueiino?, aecia/aiith iaoai?ci?a
ai?iaaaeaeaiiy na?oiaiai aeina?aeo i?aai?caoe?? ? oi?aae?iiy
ni?ai?aoeath ?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa a Oe?a?i?;

— aeine?aeaeai? oiiae ?aae?caoe?? aeiaaeueieo no?aoaa?e o i?ioean?
ao?eaiiy i?aeia?iaeieo ?aeeaiieo eaiiai?e a Oe?a?i? ye? iiaeooue ciaeoe
i?aeoe/ia ai?iaaaeaeaiiy ?aeeaiieie aaaioe?yie Oe?a?ie – o?e?yie OI?E, a
oaeiae i?aeia?iaeieie ?aeeaiiaeaaoeyie, eio?? ieaiothoue ao?eaiiy
i?aeia?iaeieo ?aeeaiieo eaiiai?e nai?o oi?a?aaeueieo ia?ie ia ?eieo
Oe?a?ie;

— cai?iaaaeaeai? oeyoe aaeineiiaeaiiy i?aai?caoe?eii? no?oeoo?e
iaoe?iiaeueieo ?aeeaiieo aaaionoa ? i?aeaeuaiiy eiieo?aioini?iiiaeiino?
oe?a?inueeeo noa`?eo?a i?aeia?iaeiiai ?aeeaiiiai a?ciano.

Ai?iaaoe?y ?acoeueoao?a aeena?oaoe?eiiai aeine?aeaeaiiy. Iniiai?
oai?aoe/i? iieiaeaiiy, ui ie?aneththoue iaoeiao iiaecio ?iaioe,
i?aeoe/i? aeniiaee ? i?iiiceoe?? aeena?oaoe?eii? ?iaioe aeiiia?aeaeeny
ia i?aeia?iaeieo iaoeiai-oai?aoe/ieo ? i?aeoe/ieo eiioa?aioe?yo ?
nai?ia?ao, cie?aia: ia I?aeia?iaei?e iaoeiai-oai?aoe/i?e eiioa?aioe??
“?aoi?ioaaiiy ciai?oiueiaeiiii?/ii? noa?e Oe?a?ie” (19-20 aeiaoiy
1995?.), i. Ee?a, Oe?a?ia, ia I?aeia?iaei?e iaoeiai-oai?aoe/i?e
eiioa?aioe?? “I?aeia?iaeiee a?cian: oai??y oa i?aeoeea” (24-25 aeiaoiy
1996?.), i. Ee?a, Oe?a?ia, ia I?aeia?iaei?e eiioa?aioe?? “?aeeaia ? na?o
– 98” (21-25 aeiaoiy 1998?.), i. Ee?a, Oe?a?ia, ia can?aeaii?
Ee?anueeiai ia?eaoeiaiaiai eeoao (28 aa?aniy 1999?.), i. Ee?a, Oe?a?ia.

?acoeueoaoe aeine?aeaeaiiy ai?iaaaeaeaii a iaa/aeueiee i?ioean. Cie?aia,
aiie aeei?enoiaoaaeeny i?e aeeeaaeaii? eo?n?a “I?aeia?iaeia ?aeeaia” o
Aeu?e oeie? ?aeeaie a 1996-1998??. oa i?e /eoaii? niaoe?ae?ciaaieo
eo?n?a “I?aai?caoe?y oa i?aeoeea eiia?oe?eii? ?aeeaie” a ?inoeooo?
i?aeia?iaeieo a?aeiinei Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea,
a oaeiae ciaeoee i?aeoe/ia canoinoaaiiy o iianyeaeaii?e ?iaio? c
i?iaeoaie i?aeia?iaeieo ?aeeaiiaeaaoe?a a Oe?a?i? “Iioi?iea”, “Nainoia
Aeaeo?ii?en”, “?ioa?a?th”, “Iain?Ei” oa ?i. a ?aeeaiiiio aaaionoa?
“I?ia?ae/AAAeI” — o?e?? OI?E AAAeI a Oe?a?i?.

Ca oaiith aeena?oaoe?? aoei iioae?eiaaii o?e iaoeiaeo noaoo? caaaeueiei
ianyaii 2.0 ae.a., iaae?oeiaaieo o oaoiaeo ca??eao iaoeiaeo i?aoeue, a
oaeiae ie?ai? ioae?eaoe?? o aeaeyae? iaoiaeieia?/ieo iaoa??ae?a a
aacaoao “Ae?ei”, “Aaeeoeuee? eiio?aeoe”, “A&PR Digest”.

No?oeoo?a aeena?oaoe?? aecia/a?oueny iniaeeainoyie ?? oaie, iinoaaeaiith
aaoi?ii iaoith oa caaaeaiiyie aeine?aeaeaiiy. Aeena?oaoe?y neeaaea?oueny
?c anooio, iniiaii? /anoeie, a yeo aoiaeyoue o?e ?icae?ee, aeniiae?a,
nieneo aeei?enoaieo aeaea?ae. Ianya aeena?oaoe?? noaiiaeoue 159 noi??iie
iaoeiiieniiai oaenoo, aeena?oaoe?y i?noeoue 9 oaaeeoeue, 5 ?en., a
oaeiae nienie aeei?enoaieo aeaea?ae — 169 iiceoe?e.

Iniiaiee ci?no ?IAIOE

O anooi? iaa?oioiaaii aeooaeuei?noue oaie aeine?aeaeaiiy, iieacaii
nooi?iue ?ic?iaee oaie, aecia/ai? i?aaeiao, ia’?eo, iaoa ? caaaeaiiy
aeine?aeaeaiiy, a oaeiae iaoeiaa ? i?aeoe/ia cia/ei?noue ?iaioe aeey
aeoea?caoe?? aieeao i?aeia?iaeiiai oaeoi?o ia oi?ioaaiiy aeiaaeueii?
no?aoaa?? oe?a?inueeeo noa’?eo?a i?aeia?iaeiiai ?aeeaiiiai a?ciano.

O ia?oiio ?icae?e? – “I?aeia?iaei? ei?ii?aoe?? oa o?ainiaoe?iiae?caoe?y
?aeeaiii? ae?yeueiino?” ?ice?eaathoueny iniaeeaino? i?aai?caoe?? ?
oi?aae?iiy ?aeeaiiith ae?yeuei?noth i?aeia?iaeieo ei?ii?aoe?e, eiiiai?e,
o??i, iaa?oioiao?oueny niaoeeo?ea ?aeeaiiiai ianeoaiaoaaiiy
i?aeia?iaeiiai a?ciano a oiiaao no/anii? i?aeia?iaeii? aeiiii?/ii?
?ioaa?aoe??.

Aiae?coth/e ?noi?eei-aiinaieia?/i? aeaea?aea ?icaeoeo i?aeia?iaeii?
?aeeaie ye iniaeeai? oi?ie i?aeia?iaeiiai a?ciano, i?aee?aneth?oueny, ui
iaiao?aei?noue ?aeeaiiiai ianeoaiaoaaiiy ia i?aeia?iaeiiio ??ai? aeey
eiiiai?? aeieea? c ?? aeoiaeii ia i?aeia?iaeiee, o?ainiaoe?iiaeueiee aai
aeiaaeueiee ??aaiue aenii?oo ?? oiaa??a oa iineoa. Aecia/aiiy ianyao
iaiao?aeiiai ?aeeaiiiai na?a?no aeey ei?ii?aoe?? caaea?oueny
??ciiiai?oieie oaeoi?aie aioo??oi?o ?eie?a: ia’?iii ae?iaieoeoaa, ??aiai
?icaeoeo oi?aiaaeueii? ia?ee, nenoaiith aeeno?ea’thoe??, iniaeeainoyie
niiaeeaa/?a. ??aaiue aca?iiae?? ?aeeaiiaeaaoey oa aaaionoaa oaae
iaoneiaeth?oueny ieceith oaeoi??a. Iaeei c aieiaieo – i?aai?caoe?eia
no?oeoo?a ?aeeaiiaeaaoey.

Iaea?eueo? ? aeiaaeuei? ei?ii?aoe?? aeio?eiothoueny noaiaea?oii?
i?aai?caoe?eii? no?oeoo?e, yea, a?aoo?-?aoo ? iaea?eueo aoaeoeaiith.
Aiia aecia/a?oueny ?acoeueoaoeai?noth ? eiieo?aioini?iiiaei?noth
ao?ethaaieo no?aoaa?/ieo iai?yie?a ei?ii?aoe??. Ia?eaoeiaia? ? ?aeeaii?
ae?? ei?ii?aoe?? oaeiae aecia/athoueny ?? caaaeueiith no?aoaa??th ?
no?oeoo?ith iiaoaeiae. O 80-o? ?iee a ?acoeueoao? ao?eaiiy aeiaaeueieo
no?aoaa?e aaaaoi eiiiai?e cae?enieei cia/io ?aoi?iaoe?th nai?o no?oeoo?,
? oeae i?ioean o?eaa? e aein?. Aaaeeeaeie oaeoi?aie i?aai?caoe??
ae?yeueiino? ei?ii?aoe?? oa ?? ca’yce?a c ?aeeaiiei aaaionoaii ? ??ai?
oeaio?ae?caoe?? aai aeaoeaio?ae?caoe??, noaiaea?oecaoe?? aai
aeeoa?aioe?aoe?? i?aeoiae?a o i?iaaaeaii? ciai?oiuei? iie?oeee.

I?ioean aeiaae?caoe??, ui i?ea?a aei ooai?aiiy na?oiaeo oi?ioaaiue,
aieeioa ? ia ?icaeoie i?aeia?iaeiiai ?aeeaiiiai a?ciano.

Iaenooo?a?oith i?iaeaiith aioo??oiueiai ea?oaaiiy ?aeeaiieo aaaionoa a
inoaii? ?iee noaei aeinyaiaiiy oaeiai ??aiy ?icaeoeo aaaionoa, yea a
aeicaieeei aoaeoeaii i?aoethaaoe c ee??ioaie, ?io?ano?oeoo?a ? noeeue
ae?yeueiino? yeeo ciaoiaeyoueny a iino?eiiio ?icaeoeo.

Aiae?cothoueny i?iaeaie ? ia?niaeoeae ?icaeoeo ?aeeaiii? ae?yeueiino?
o?ainiaoe?iiaeueieo ei?ii?aoe?e (aeea. oaae. 1), ?icaeiooeo e?a?i na?oo
? aeioiaeeoue aeniiae?a, ui i?aeia?iaei? i?ioan?ei? ?aeeaii?
i?aai?caoe?? a?ae?a?athoue aaaeeeao ?ieue o ?icaeoeo i?ioean?a
?ioa?iaoe?iiae?caoe?? ? ?aaoethaaiiy ?aeeaiii? ae?yeueiino?.

Oaaeeoey 1

Ia?oa aeanyoea i?ia?aeieo na?oiaeo OI?E (ca aaeiaei i?eaooeii o iei.
aeiea??a NOA ia ea?oaiue 1998?.)

AaaionoaiNa?oiaee aaeiaee i?eaooie o iei. $1Dentsu1 786
0002McCann-Erickson Worldwide1 640 0003BBDO Worldwide1 304 2004J. Walter
Thompson Co1 176 0005Euro RSCG Worldwide1 018 7006DDB Needham Worldwide1
007 1007Grey Advertising942 0008Leo Burnett Co.933 7009Young &
Rubicam878 70010Ogilvy & Mather Worldwide860 500

Cia/io oaaao a ia?o?e aeaa? i?eae?ey?oueny aiae?co ?ioa?ei?ii?aoeaieo
i?aai?caoe?eii-no?oeoo?ieo ci?i, ye? a?aeaoaathoueny i?ae aieeaii
o?ainiaoe?iiae?caoe?? ?aeeaiii? ae?yeueiino?, ? aecia/a? aoaeoeaia
i?aai?caoe?eia ooai?aiiy (aeea. ?en. 1), yea ia? iaai? ia?aaaae i?e
iia?oaaii? ia na?oiaiio ?eieo: aieiae?iiy anaa?/iith ?ioi?iaoe??th i?i
iniaeeaino? ?icaeoeo i?noeaai? aeiiii?ee, nioe?aeueieo, iie?oe/ieo,
caeiiiaeaa/eo ? eoeueoo?ieo oiia i?aoe?; aeniea eiiiaoaioi?noue
i?aeia?iaeiiai ? i?noeaaiai i?ae?icae?e?a o o?iainia?e, ae?iaie/?e ?
ia?eaoeiaiaeo aaeocyo; iaeii/ania i?iaeooaaiiy io?eiaii? ?ioi?iaoe??
uiaei i?iaeoeoo, ?eieo ? niiaeeaa/a ia na?oia? ia?eaoeiaia? ia’?eoe
i?aeia?iaeii? eaiiai??.

Aaaeeeaa i?noea o aeai?e aeaa? i?eae?ey?oueny i?iaeaiai eii?aeeiaoe??
ia?eaoeiaiaeo i?ia?ai o?ainiaoe?iiaeueieo ei?ii?aoe?e, ?o ?aeeaiieo
no?aoaa?e aeey oni?oiiai cae?eniaiiy i?aeia?iaeieo ?aeeaiieo eaiiai?e.
I?e ?ic?iaoe? aeiaaeueieo no?aoaa?e ei?ii?aoe?? iaiao?aeii a?aoiaoaaoe
oae? oaeoi?e, ye eiiieaen oi?a?aaeueieo ia?ie, noinoiee c ?aeeaiiei
aaainoaii, a oaeiae iioaioe?ae naiiai ?aeeaiiiai aaaionoaa, ui a
noeoiiino? a?ae?a?a? aaaeeeao ?ieue o aecia/aii? iaiao?aeiiai ??aiy
oeaio?ae?ciaaiiai ? aeaoeaio?ae?ciaaiiai eiio?ieth ca ae?yeuei?noth
eiiiai?e.

Ae?oaee ?icae?e – “Aiae?c ?icaeoeo aeiiii?/ieo a?aeiinei i?ae noa’?eoaie
?aeeaiii? ae?yeueiino? ia i?aeia?iaeiiio ??ai?” i?enay/aiee aiae?co
iniaeeainoae aeiiii?/ieo a?aeiinei i?ae aieiaieie noa’?eoaie

?en. 1 Iiaeaeue noo?eoo?ii-ooieoe?iiaeueieo ca’yce?a o nenoai?
i?aeia?iaeiiai ?aeeaiiiai a?ciano

?aeeaiii? ae?yeueiino? ia i?aeia?iaeiiio ??ai?. I?inoaaeoth/e
oaiaeaioe?? ?icaeoeo o?ainiaoe?iiae?caoe?? ?aeeaiiiai a?ciano, aaoi?
aecia/a? i?noea ? ?ieue o?ainiaoe?iiaeueiiai ?aeeaiiiai aaainoaa (OI?A),
ye aieiaiiai ae?iaieea ?aeeaie ia i?aeia?iaeiiio ??ai?, no/ani?e
na?oia?e oi?a?ae? iineoaaie.

A oiiaao aeiaae?caoe?? i?aeia?iaeii? aeiiii?/ii? ae?yeueiino? ?aeeaiieo
aaaionoa iniiaieie oaeoi?aie ia’?aeiaiiy OI?A noa? o?iainiaee oaeoi?,
oaeoi? “eiioe?eoieo i?iaeo?a”, oaeoi? ?icoe?aiiy noa?e ianeoaiaoaaiiy
?aeeaiiaeaaoe?a.

?ieue o?iainiaiai oaeoi?o iieyaa? a oiio, ui iaaaa?oie iathoue iaee?au?
oiiae eoi?ae? cania?a ianiai? ?ioi?iaoe?? (CI?), ui aea? aaaionoaai
iaea?eueo? i?eaooee, a ?aeeaiiaeaaoeyi – aea?aei? oiiae ?ici?uaiiy
?aeeaie a CI?. Aeoioeueiaai? eiooe iaaaa?oie aeeaaeathoue o aeaniee
?icaeoie, aeine?aeieoeuee? i?iaeoe ? iaa/aeuei? i?ia?aie, ui aeicaiey?
caaacia/eoe ee??ioai iaee?auee ??aaiue ianeoaiaoaaiiy.

Ae?y oaeoi?o “eiioe?eoieo i?iaeo?a” i?iyaey?oueny a oiio, ui ia’?aeiaiiy
aeae?eueeio aaaionoa a ?aeeiee ?aeeaiiee i?aai aea? iiaeeea?noue
ae??oeoe i?iaeaio eiioe?eo?a i?e ?aae?caoe?? ??ciiiai?oieo ?aeeaiieo
i?iaeo?a eiieo?aio?a ? caaacia/eoe oaeei /eiii iaee?au? oiiae
aca?iiaea?aeiiai ni?a?ia?oieoeoaa ?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa.

Oaeoi? ?icoe?aiiy noa?e ianeoaiaoaaiiy aieeaa? ia aeoioeyoe?th a ?aeei?e
iaaaa?oi? iaea?eueoi? e?eueeino? aeina?ae/aieo niaoe?ae?no?a o noa??
i?aeia?iaeiiai ia?eaoeiao ? ia ooai?aiiy aoaeoeaii? ?ioaa?aoe?eii?
nenoaie eiioi?eaoe?e. Oaeei /eiii, OI?A caoiieththoue ana a?eueoo
/anoeio ?aeeaiieo i?iaeo?a ? aecia/athoue iniaeeaino? iiaaae?iee ?
no?oeoo?i? ci?ie ?aeeaiieo aaaionoa ia i?aeia?iaeiiio ?aeeaiiiio ?eieo.

Aeiaaeueia no?aoaa?y OI?A ia?aaeaa/a? ianooii? niiniae aoiaeaeaiiy a
iia? ?eiee c iaoith ?o caaithaaiiy:

· a?aee?eooy i?noeaaiai io?no, a yeiio i?aoeththoue aeniao??ioe oa
i?noeaa? eaae?e, ye? iino?eii iaa/athoueny;

· aieiae?iiy, iiai?noth /e /anoeiai, i?noeaaei ?aeeaiiei aaaionoaii;

· i?aai?caoe?y noi?nieo i?aei?e?inoa, ye? iaaeae? iiaeooue ia?aeoe a
iiaia aieiae?iiy ei?ii?aoe??;

· oi?ioaaiiy oaaea?aoe?e i?noeaaeo aaaionoa ia aac? iai?io ?ioi?iaoe??th
? ee??ioaie i?ae ieie ii e?a?iao;

I?e iiaoaeia? i?aeia?iaeii? no?oeoo?e ei?ii?aoe?y /anoi
cono??/a?oueny c i?iaeaiith iiooeo i?noeaaiai ?aeeaiiiai aaaionoaa
iaeaaeiiai ??aiy. Iaeiei c aa??aio?a ae??oaiiy oe??? i?iaeaie ?
i?aai?caoe?y nenoaie i?aeia?iaeieo eii?aeeiaoi??a i?iaeo?a, ye?
aea/athoue iniaeeaino? i?noeaaeo neooaoe?e, eii?aeeiothoue ?icaeoie ?
aeeiiaiiy i?aeia?iaeieo no?aoaa?e.

I?aeia?iaeia i?aeoeea ae?yeueiino? oeeo ei?ii?aoe?e cana?ae/o?, ui
i?aeia?iaeiee ?aeeaiiaeaaaoeue, i?aoeth? c oei aaaionoaii, yea iiaea
aoaeoeaii i?aai?coaaoe eiai ?aeeaiio eaiiai?th ia i?aeia?iaeiiio ??ai?.
Oiio, e??i aaeaeaaoiiai ??aiy iiaiiai eiiieaeno iineoa, aaaionoai
iiaeiii aoaeoaaoe naith i?aai?caoe?eio no?oeoo?o oae, uia aiia
yeiaeaoaeoeai?oa aeicaieyea i?aoethaaoe c ee??ioii naia a i?aeia?iaeiiio
ianooaa?.

O aeai?e aeaa? iniaeeaa oaaaa i?eae?ey?oueny e?eoa??yi aeai?o aaaionoaa
aeey i?iaaaeaiiy i?aeia?iaeii? ?aeeaiii? eaiiai??. Aeae?eai? oae? c ieo:

· oeaio?ae?ciaaia ? aeaoeaio?ae?ciaaia no?oeoo?a ?aeeaiiaeaaoey;

· ye?noue ? e?euee?noue ia?eaoeiaiaeo eiioi?eaoe?e ana?aaeei?
i?aai?caoe?? ?aeeaiiaeaaoey;

· caa?aaeaiiy aaeaino i?ae oi?a?aaeueieie ia?eaie, ye? ?aeeaiiaeaaaoeue
aaaea? eeoa i?aeo?eioaaoe i?ae /an ?aeeaiii? eaiiai??, ? iiaeie
i?iaeoeoaie aai oi?aiaeie ia?eaie, ye? ?aeeaiiaeaaaoeue ieaio? aaanoe ia
?eiie;

· iayai?noue o o?ainiaoe?iiaeueieo ?aeeaiieo aaaionoa aeinoaoiuei
?icaaeoaeaii? ca ?aa?iiaie ?aeeaiiaeaaoey ia?aae? aaaionoa; ??aaiue
a?aeiia?aeaeueiino? i?aai?caoe?eii? ? ei?ii?aoeaii? no?oeoo?e
?aeeaiiaeaaoey ? aaaionoaa;

· eaoaai??y i?iaeoeoo ? a?aeiia?aeia oe?eueiaa aoaeeoi??y; oei oi?aiai?
ia?ee: oi?aiaa ia?ea a iaeiiio i?iaeoeo?, a aeae?eueeio i?iaeoeoao, aai
a a?oii? i?iaeoeo?a;

· ??aaiue ?ioi?iiaaiino? ? ciaiue aaaionoaa i?i oei oi?aiai? ia?ee oa ??
?eieo; ye?noue oeeo ciaiue ? aeina?aeo;

· ianooaa ianeoaiaoaaiiy, yea i?iiiio? aaaionoai: ?ioeie neiaaie, /e
iiaea aaaionoai i?iiiioaaoe ia o?eueee iaae?a-ieaioaaiiy ? oai?/o
i?aeo?eieo, aea e ia?eaoeiaia? aeine?aeaeaiiy oa aiae?c ?ioeo noa?
eiioi?eaoe??: ae?? uiaei i?inoaaiiy oiaa?o, i?yiee ia?eaoeia, ca’ycee c
a?iiaaenuee?noth. Oe? iineoae aeeth/ai? a i?aai?caoe?th aaaionoaa, aai
ae aiii caeo/a? aei oeueiai eiio?aaaio?a;

· aeinooii?noue iaiao?aeiiai oi?aae?inueeiai aia?aoo ? ooaoo aeey
aaaeaiiy i?iaeoo ia aoaeue-yeiio ?eieo;

· oi?aae?inueea ? aioo??oi? eiioi?eaoe?ei? nenoaie a aaaionoa?: /e ae??
iaeia o?einio?y ii an?e ia?aae?, iaeei i?ioean i?eeiyooy i?aaeeueieo
??oaiue, iaeia caaaeueia aeenoeeie?ia;

· /e ?niothoue a aeai?e OI?E a?oie ?iaioe c i?aeia?iaeiei ia?niiaeii, /e
i?iaiaeyoueny iino?ei? caiyooy ? i?ia?aie c iai?io aeina?aeii ?
niaoe?ae?noaie;

· /e ae?? nenoaia i?aeia?iaeiiai aaaeaiiy i?iaeo?a ? ye? caniae
oi?ioaaiiy i?eaooeo aaaionoaa;

· aeio?eiaiiy aeinoaoiueiai aaeaino i?ae i?noeaaeie ? i?aeia?iaeieie
i?iaeoaie – aaaionoao iaiao?aeiee aeinoaoi?e aeina?ae o aaaeaii? ye
i?noeaaeo, oae ? i?aeia?iaeieo i?iaeo?a;

· nooi?iue caeo/aiiy aa?o?aee oi?aae?iiy i?aeia?iaeii? ?aeeaiii?
eiiiai??;

· iiaeeea?noue ooai?aiiy ? ?icaeoeo i?aeia?iaeii? ?aeeaiii? eaiiai??
oeaio?ae?ciaaii, a oaeiae iiaeeea?noue ? aaaeaiiy aaeaioaoe?? ?aeeaiieo
eaiiai?e ?ioeo e?a?i;

· aeinooii?noue cania?a aeey i?iaaaeaiiy iaiao?aeieo ia?eaoeiaiaeo ?
?aeeaiieo aeine?aeaeaiue ia i?aeia?iaeiiio ??ai?;

· oi?ia aeaniino?: yeui aaaionoai ia?aaoaa? ia a oeaio?ae?ciaaiiio
aieiae?ii?, oi ye i?aai?ciaai? ?aa?iiaeueiee eiio?ieue ? oi?aae?iiy;

· yeui ae aiii ciaoiaeeoueny a oeaio?ae?ciaaiiio aieiae?ii?, oi ye
noai?th?oueny iioeaaoe?y eieaeueieo aaaionoa;

· aeinooii?noue oeaio?aeueii? iaeeieoe? i?e eoi?ae? cania?a ianiai?
?ioi?iaoe?? (CI?).

*a?ac oa, ui Oe?a?ia o?eueee iauiaeaaii aeeoea ia na?oiaee ?eiie,
a?eueo?noue o?e?ae?a ?aeeaiiaeaaoe?a, ui i?aoeththoue o e?a?i?, ia
i?aeii?yaeeiaothoueny caaaeuei?e ia?eaoeiaia?e no?aoaa??. Oiio o?e?y
/ano?oa naia ooea? nia? aaaionoai. Iaeiae aiia i?aeoe/ii ia caa?oa?oueny
aei i?noeaaeo aaaionoa, ooeath/e “ia?eo”. Ioaea on? e?oii? ?aeeaii?
i?iaeoe a Oe?a?i? ca?ac cina?aaeaeai? a ?oeao i?aaenoaaieoeoa OI?E.

I?iaeaia eiioi?eaoe?? i?ae o?ainiaoe?iiaeueiei ?aeeaiiaeaaoeai ?
aaaionoaii ia ?eieo Oe?a?ie ?nio? a oeo o?e?yo OI?E, ye? aaea
ianeoaiaothoue a e?a?i? aeiaaeuei? oi?aia? ia?ee, iniaeeai, yeui aiie
aeeth/athoue a naaa aeae?eueea i?iaeoeo?a. Iniaeeai cacia/a?oueny ui
?eiee No?aeii? ?a?iie aaaaoi a /iio a?ae??ciythoueny a?ae oeo, ia yeeo
caeeee i?aoethaaoe ?aeeaiiaeaaoe?. ?o niaoeeo?ea iano?eueee aeeaiea, ui
??aeei i?aeaea?oueny yeeiinue iaoeiaei iiyniaiiyi aai ae aeina?aeo,
iaa?iiaaeaeaiiio a ?ioeo e?a?iao. ?iicaiiiio ?aeeaiiaeaaoeth aaaeei
c?icoi?oe eieaeueio neooaoe?th. A?eueo?noue c ieo iieeaaeathoueny a
oaeiio ?ac? ia na?e eieaeueiee io?n, aai ae ia i?noeaaa ?aeeaiia
aaaionoai a neeaae? OI?E. Iaeiae ?aaeoa oea iiaeia iiynieoe
iaaeinoaoiueith naiaiaeith, a cia/eoue ? iaaeia??ith i?noeaaei
i?aoe?aieeai, a oaeiae iaaaeeeei ??aiai caoe?eaaeaiino? a ?eieo c aieo
i?aeia?iaeieo eiiiai?e aeey oiai, uia noai?thaaoe /?oeo no?oeoo?o
i?eeiyooy ??oaiue ? iioe?aiiy aeiaaeueieo ia?eaoeiaiaeo no?aoaa?e ia
?eiie Oe?a?ie, cie?aia.

O o?ao?e aeaa? aeena?oaoe?eii? ?iaioe – “Iniiai? iai?yie aaeineiiaeaiiy
iaoai?cio aca?iiae?? ?aeeaiiaeaaoey ? aaaionoaa” aiae?co?oueny no/aniee
iaoai?ci aaeineiiaeaiiy aoaeoeaiino? ?icaeoeo aca?iia?aeiinei
?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa e??cue i?ecio iniiaeo oaiaeaioe?e
no/aniiai aoaio ?icaeoeo i?aeia?iaeii? ?aeeaiii? ae?yeueiino?.

I?aee?aneth?oueny, ui ?ieue i?aeia?iaeieo ?aeeaiieo ei?ii?aoe?e c?inoa?
a caeaaeiino? a?ae ianooaa?a ?ioa?iaoe?iiae?caoe?? ?aeeaiiiai a?ciano. A
oeeo oiiaao iniaeeai? aeooae?caoe?? iaaoaa? iia?euei?noue noa’?eo?a
?aeeaiiiai a?ciano a on?o noa?ao i?aeia?iaeii? ?aeeaiii? ae?yeueiino?,
yea aecia/a? ?aaeuei? ia?niaeoeae ?icaeoeo aca?iia?aeiinei
?aeeaiiaeaaoe?a ? aaaionoaa ye ia iaoe?iiaeueiiio, oae ? ia
i?aeia?iaeiiio ??aiyo.

Cia/ia i?noea a aeaa? i?eae?ey?oueny aeoeaiiio aeoiaeo ia oe?a?inueeee
?eiie ?iicaiieo eiiiai?e, ye? aenooiathoue aeoeaieie ?aeeaiiaeaaoeyie a
Oe?a?i?. Aaeee? ei?ii?aoe??, ye? i?iaiaeyoue i?aeia?iaei? ?aeeaii?
eaiiai?? a e?a?i?, caa?oathoueny ca aeiiiiiaith aei nai?o ?aeeaiieo
aaaionoa, iaoiaey/e eieaeuei? ?aeeaii? iaeeieoe?, aiie oaeiae ? iaeieie
c iaea?eueoeo iieoioe?a ao??o ? ieiu a oe?a?inueeeo CI?. I?ioean
aioo??oi?o aca?iia?aeiinei ?iicaiieo eiiiai?e ?aeeaiiaeaaoe?a ?
?aeeaiieo aaaionoa cae?enth?oueny ca nenoaiith ?iaioe aeaieo ei?ii?aoe?e
ia na?oiaeo ?eieao. A i??o oaoi?/ieo ? eaae?iaeo iiaeeeainoae aaeee?
?aeeaiiaeaaoe? iaa’ycothoue nai? no?oeoo?e i?noeaaei aaaionoaai.

Iaeiei c aaaeeeaeo iai?yi?a oaei? ni?ai?aoe? ? o/anoue eieaeueieo
niaoe?ae?no?a i?noeaaeo n?oueiaeo aaaionoa o nai?ia?ao ? iaa/aeueieo
i?ia?aiao, ui i?iaiaeyoueny aieiaieie ?a?iiaenueeeie io?naie
ei?ii?aoe??. I?ia?aei? niaoe?ae?noe ??cieo aaeocae ia?eaoeiao
cai?ioothoueny ? a Oe?a?io aeey i?iaaaeaiiy nan?e ? eaeoe?e c i?noeaaeie
i?aoe?aieeaie c iaoith i?aeaioiaee ? ia?ai?aeaioiaee iaea?eueoi?
e?eueeino? niaoe?ae?no?a.

Iniiaiith i?iaeaiith aeey ?iicaiieo ?aeeaiiaeaaoe?a a Oe?a?i? ? i?noeaaa
iaaeineiiae?noue ii?iaoeaii-i?aaiai? ? caeiiiaeaa/i? aace,
a?aenonoi?noue i?aai?a naiia?yaeoaaiiy ? eiio?ieth a ?aeeai?, iino?eia
iaiaa?oioiaaia i?aeaeuaiiy oe?i ia ?aeeaii? iin??. I?e ?ic?iaoe?
i?aeia?iaeii? no?aoaa?? oe?a?inueeiai ?aeeaiiiai a?ciano a?aooaaiiy
cacia/aieo iaaeie?e?a ? nooo?ai aaaeeeaei.

Aeae? a ?iaio? aiae?co?oueny nenoaia iieaoe iineoa a O?IE ? iaoai?ci ??
aaeineiiaeaiiy. A?aecia/a?oueny, ui ?aeeaiia aaaionoai, ye ? aoaeue-yea
?ioa eiia?oe?eia i?aai?caoe?y, i?aoeth? c iaoith io?eiaiiy i?eaooeo.
?aaeueii aaaionoai e??i oai?/eo ?aeeaiieo iaoa??ae?a i?/iai ia ae?iaey?,
a, a iniiaiiio, iaaea? ??ci? ?aeeaii? ? ia?eaoeiaia? iineoae. sseei
/eiii oiae? oi?io?oueny i?eaooie ?aeeaiiiai aaaionoaa? A?aeiia?aeath/e
ia aeaia ieoaiiy, i?aee?aneth?oueny, ui, ii-ia?oa, ao?eaiiy eiie?aoii?
?aeeaiii? eaiiai?? a ??cieo caniaao ianiai? ?ioi?iaoe?? iaoiiaeth?
a?aenioie eii?n??, yeee ??aeei aoaa? ieae/ei, i?ae aeanyoue i?ioeaio?a;
ii-ae?oaa, ?nio? nenoaia eii?n?? a?ae athaeaeaoo, yea aaea
?iciianthaeaeo?oueny ia Oe?a?i?.

?nio? oaeiae eiia?iiaaia nenoaia, ui aeiaaa? ye io?eiaiiy cieaeie a?ae
CI?, oae ? iiaiaeeiii? iieaoe.

O aeai?e aeaa? iaa?oioiao?oueny iaiao?aei?noue oi?ioaaiiy aoaeoeaiiai
iaoai?cio i?aeia?iaeiiai ?aaoethaaiiy no/aniiai i?aeia?iaeiiai a?ciano.

I?aee?aneth?oueny, ui ?nio? aaeeea e?euee?noue iaiaaeaieo ii?i a noa??
i?aeia?iaeieo ia?eaoeiaiaeo iia?aoe?e, iia’ycaieo c nioe?ieoeueoo?ieie ?
aeiiii?/ieie iniaeeainoyie ?icaeoeo eiaeii? e?a?ie, ye? iaiao?aeii
a?aoiaoaaoe aeey io?eiaiiy iaea?eueo aoaeoeaieo ?acoeueoao?a i?e
i?iaaaeaii? aoaeue-yeeo i?aeia?iaeieo ?aeeaiieo eaiiai?e ia
iaoe?iiaeueiiio ?eieo.

Iaa’ycoaaiiy o?ainiaoe?iiaeueieie ?aeeaiieie eiiiai?yie aeei?enoiaoaaiiy
iaoa??ae?a i?aeia?iaeieo ?aeeaiieo eaiiai?e a iaoe?iiaeueieo CI?
niiioeaei aeaye? e?a?ie aei i?eeiyooy caeii?a, ui ?aaoeththoue
ae?yeuei?noue ?aeeaiieo aaaionoa, ia?aaeaa/athoue caai?iio aeei?enoaiiy
?iicaiii? iiae oa ?iieoeueoo?ieo iaoa??ae?a, aeiaaathoue iaoe?iiaeueiiai
iioiaeaeaiiy an?o ?aeeaiieo iaieioaiue, iaia’yceiaiai i?noeaaiai
ae?iaieoeoaa an?o ?aeeai, aeei?enoaiiy i?noeaai? ?iai/i? neee a
ae?yeueiino? ?aeeaiieo aaaionoa, iaia’yceiaiai a?aooaaiiy o?aaeeoe?e ?
ii?i e?a?ie.

Iacaaaeath/e ia o?oaeiiu? ?aaoethaaiiy i?aeia?iaeii? ?aeeaiii?
ae?yeueiino?, aieiaiith oaiaaeaioe??th ? aecia/aeueiei oaeoi?ii
aaeineiiaeaiiy nenoaie aca?iiae?? noa’?eo?a i?aeia?iaeieo ?aeeaiieo
a?aeiinei caeeoa?oueny ?ioa?iaoe?iiae?caoe?y ainiiaea?nueeiai aeeooy ?
iiaeeaeaiiy ?ioaa?aoe?eiiai ?icaeoeo e?a?i no/aniiai na?oo. Ia inoaiiy
?ieue a oeueiio i?ioean? iaeaaeeoue ? i?aeia?iaeiiio ?aeeaiiiio a?ciano.

I?aeia?iaeia ?aeeaia iiaeiia noaaeeoe ca iiae?aieie i?ioeanaie ?
a?aoiaoaaoe ?o i?e ?ic?iaoe? i?aeia?iaeieo ?aeeaiieo eaiiai?e.

Aeniiaee

Ia iniia? i?iaaaeaiiai a aeena?oaoe?ei?e ?iaio? aiae?co, aaoi? ?iaeoue
ianooii? aeniiaee:

1. I?aeia?iaeia ?aeeaiia ei?ii?aoe?y – oea ??ciinoi?iiiy ? aaaaoi??aiaaa
no?oeoo?a, yea eii?aeeio? eiiieaeni? ?aeeaii? i?ioeane, eio??
iio?aaothoue aeei?enoaiiy iaea?eueo ?aoe?iiaeueieo ? ae?eiaeo cania?a oa
iaoiae?a i?aeia?iaeii? ia?eaoeiaiai? eiioi?eaoe??, i?iaaaeaiiy
i?aeia?iaeieo ?aeeaiieo eaiiai?e ia i?noeaaiio ??ai?, ni?eythoue
aaeineiiaeaiith iaoai?cio aca?iiae?? ? aca?iica’yceo noa’?eo?a no/aniiai
?aeeaiiiai a?ciano, i?noeaaeo ?aeeaiiaeaaoe?a ? ?aeeaiieo aaaionoa
cie?aia.

2. Iaeneiaeueia o?aooaaiiy i?noeaaeo iniaeeainoae, iaaeaiiy
iiaiiaaaeaiue i?noeaaiio aaaionoao, ye ? o?e?aeo naiiai ?aeeaiiaeaaoey,
? iniiaith oni?oii? ?aeeaiii? eaiiai??. Iaia’yceiaith oiiaith oni?oiiai
ni?a?ia?oieoeoaa ??cieo noa’?eo?a ?aeeaiiiai a?ciano iiaeiia noaoe
aeia??a ?aeeaiiaeaaoey aei ?aeeaiieo aaaionoa, c yeeie a?i i?aoeth?. C
ae?oaiai aieo ?aeeaii? aaaionoaa iiaeii? aeaiiino?oaaoe aenieee ??aaiue
i?ioan?iiae?cio ? aieiae?oe ?ioi?iaoe??th i?i i?aaeea ao?eaiiy
i?aeia?iaeieo ?aeeaiieo no?aoaa?e.

3. Cae?eniaiee o i?aoe? aiae?c aea? i?aenoaae noaa?aeaeoaaoe, ui
aoaeoeai?noue i?aeia?iaeii? ?aeeaiii? ae?yeueiino? aaeeeeo eiiiai?e
aaaaoi a /iio caeaaeeoue a?ae nooiaiy ?icaeoeo ei?ii?aoeaii?
?io?ano?oeoo?e, yea aeicaiey? ni?eeiaoe ?ioi?iaoe?th i?i aeioe?euei?noue
?aeeaie ? ?acoeueoaoeai?noue ?? ie?aieo cania?a, aecia/aoe oiiae
iioeiaeueiiai aieeao i?aeia?iaeii? ?aeeaie ia iioaioe?aeueieo iieoioe?a
??ciiai ??aiy.

4. O i?ioean? eii?aeeiaoe?? ae?yeueiino? ei?ii?aoe?? i?ia?aeio ?ieue
a?ae?a?a? oeaio?ae?ciaaiee i?aeo?ae aei ae??oaiiy aaaeeeaeo
oi?aae?inueeeo caaaeaiue uiaei aecia/aiiy iiceoe?e ?aeeaiiaeaaoey ?
?aeeaiiiai aaaionoaa i?e ?ic?iaoe? ? aeeiiaii? aeiaaeueieo eaiiai?e.

5. An? ?aeeaii? aaaionoaa iiaiiai na?a?no iiaeii? aeio?eioaaoenue
eeane/ieo i?aaee ?aeeaiiiai a?ciano ? o nai?o oaiaeao a?aeoai?thaaoe
iaia’ycee uiaei ei?ii?aoe?e-eiieo?aio?a. Oa?i?i “aeneethceaia i?aai” ia
ianeoaiaoaaiiy aaoiiaoe/ii aeeth/a? a naaa iaia’ycie aaaionoaa ia a?aoe
ia ianeoaiaoaaiiy eiieo?oth/ee i?iaeo, a ?aeeaiiaeaaoey ia i?aoethaaoe c
?ioei ?aeeaiiei aaaionoaii.

6. I?aaeiaoii iniaeeai? oaaae noa’?eo?a ?aeeaiii? ae?yeueiino?
caeeoathoueny nioe?ieoeueoo?i? oaeoi?e ?icaeoeo i?aeia?iaeiiai
?aeeaiiiai a?ciano.

Eoeueoo?a eiaeii? e?a?ie ia?aaeaa/a? aeio?eiaiiy o?aaeeoe?eieo,
iaoe?iiaeueieo ii?i iiaaae?iee, oe?iiinoae, iiaee ? o.ae. Oi/a an? oe?
ia?aiao?e iino?eii ci?iththoueny, aiie caaaeaee iiaeii? aooe a oeaio??
oaaae niaoe?ae?no?a, ye? i?aoeththoue iaae ?ic?iaeith i?noeaaeo
?aeeaiieo eaiiai?e. Aeine?aeaeaiiy oaiaeaioe?e eoeueoo?iiai ?icaeoeo ye
ia iaoe?iiaeueiiio, oae ? ia i?aeia?iaeiiio ??ai?, aeicaieeoue iie?ioeoe
oiiae ?aae?caoe?? ?aeeaiii? no?aoaa?? aoaeue-yei? eiiiai??, o??ie,
ei?ii?aoe??. C ?ioiai aieo aeiaaeuei? eiioi?eaoe?? aieeaathoue ia
eoeueoo?i? iniaeeaino? iaoe?iiaeueieo ?eie?a ? a aeayeeo aeiaaeeao
iiaeooue ci?ieoe i??i?eoaoe noaiaea?oieo eoeueoo?ieo ii?i.

7. I?e ?ic?iaoe? ?aeeaiii? no?aoaa?? eiiiai?e iaiao?aeii a?aoiaoaaoe
iniaeea? aeiiae niiaeeaa/a, ye? iathoue aooe caeeaaeai? a iniia?
?aae?caoe?? ?aeeaiiiai i?iaeoo ye ?aeeaiiaeaaoe?a, oae ? ?aeeaiieo
aaaionoa.

E?ioeaaa iaoa ?aeeaie – iiaoaeoaaoe ia?ac na?oiai? oi?aiai? ia?ee ye
ye?niiai i?iaeoeoo a i/ao niiaeeaa/a – iiaea aooe aeinyaiooa eeoa /a?ac
iiaaao aei inoaiiueiai. Oiio i?ye? iaii?yaei? ae?? aeey na?oiaeo
oi?aiaeo ia?ie iai?eionoei?. Inue /iio a iae?icaeiai?oeo e?a?iao caoeno
niiaeeaa/a c aieo noa’?eo?a ?aeeaiii? ae?yeueiino? noa? ii?iith.

Ioae?eaoe?? aaoi?a ii oai? aeena?oaoe?? o iaoeiaeo oaoiaeo aeaeaiiyo:

1. Aeae?eaoia ?. I. Iniaue oa?aeoa? ioiioaiee ?aeeaiiaeaoaey e aaaionoaa
ia iaaeaeoia?iaeiii o?iaia//Aeooaeuei? i?iaeaie i?aeia?iaeieo a?aeiinei.
Ca. iaoe. i?aoeue. – Aei.3. — E.: Ee?anueeee oi?aa?neoao, 1997. – N.
19-25

2. Aeae?eaoia ? I. Nenoaia iieaou oneoa a o?ainiaoeeiiaeueiie ?aeeaiiie
ei?ii?aoeee//I?aeia?iaei? a?aeiineie. A?niee Ee?anueeiai oi?aa?neoaoo. –
Aei.7. — E.: Ee?anueeee oi?aa?neoao, 1997. – N. 11-16.

3. Aeae?eaoia ?. I. OI?E: oaeoi?u oi?ie?iaaiey e i?iaeaiu
?acaeoey//Ia?eaoeia e ?aeeaia. – 1998.-?2(18).-N.16-19.

A ?ioeo aeaeaiiyo:

1. Aeae?eaoia ?. I. *oi oaeia OI?E?//A&PR Digest. – 1996. — ?5-6. – N.
40-41.

2. Aeae?eaoia ?. I. Eae oi?ie?oaony aeioiae ?aeeaiiiai aaaionoaa//A&PR
Digest. – 1996. — ?7. – N. 18-20.

3. Aeae?eaoia ?. I. 20 i?aaee Eana Oaoca?a//A&PR Digest. – 1996. — ?8. –
N. 18.

4. Aeae?eaoia ?. I. *oi oaeia eiioeeeoiua i?iaeou a ?aeeaia//A&PR
Digest. – 1996. — ?9-10. – N. 24-25.

5. Aeae?eaoia ?. I. ?aeeaiiaeaoaeue e aaaionoai//A&PR Digest. – 1997. —
?15. – N. 18-20.

Aiioaoe?y.

Aeae?eaoia ?. I. I?aai?caoe?y aca?iiae?? ?aeeaiiaeaaoey ? ?aeeaiiiai
aaaionoaa ia i?aeia?iaeiiio ??ai?.

Aeena?aoe??th ? ?oeiien.

Aeena?oaoe?y ia caeiaoooy iaoeiaiai nooiaiy eaiaeeaeaoa aeiiii?/ieo iaoe
ca niaoe?aeuei?noth 08.02.03 – i?aai?caoe?y oi?aae?iiy, ieaioaaiiy oa
?aaoethaaiiy aeiiii?ee. – ?inoeooo i?aeia?iaeieo a?aeiinei Ee?anueeiai
oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea. Ee?a, 1999.

Aeena?oaoe?y i?enay/aia aeine?aeaeaiith oai?aoe/ieo oa i?aeoe/ieo
aniaeo?a i?aai?caoe?? aca?iiae?? ?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa
ia i?aeia?iaeiiio ??ai?. A ?iaio? i?iaiae?ciaai? no/ani? i?ioeane
o?ainiaoe?iiae?caoe?? ?aeeaiii? ae?yeueiino? ? aeiaaeueia no?aoaa?y
aaeineiiaeaiiy i?aai?caoe?? oi?aae?iiy ae?yeuei?noueth ?aeeaiieo
eiiiai?e a i?aeia?iaeiiio a?cian?. Cai?iiiiiaai? eiie?aoi? oai?aoe/i? ?
i?aeoe/i? noaie aeei?enoaiiy iaoiaeieia?/ieo cania?a i?aeia?iaeiiai
ia?eaoeiao o i?ioean? i?aeaioiaee, ?ic?iaee ? ?aae?caoe?? ??ciiiai?oieo
?aeeaiieo i?ia?ai ? i?iaeo?a ei?ii?aoe?e i?e ao?eaii? aeiaaeueieo
?aeeaiieo no?aoaa?e ia aioo??oi?o ?eieao. Aecia/ai? iaoai?cie
ai?iaaaeaeaiiy na?oiaiai aeina?aeo i?aai?caoe?? ? oi?aae?iiy
ni?ai?aoeath ?aeeaiiaeaaoey ? ?aeeaiiiai aaaionoaa a Oe?a?i?,
aeine?aeaeai? oiiae ?aae?caoe?? aeiaaeueii? no?aoaa?? i?aeia?iaeieo
?aeeaiieo eaiiai?e a Oe?a?i?.

Eeth/ia? neiaa: ?aeeaiiaeaaaoeue, ?aeeaiia aaaionoai,
o?ainiaoee?iiaeueia ?aeeaiia ei?ii?aoe?y (OI?E), ?aeeaiia ae?yeuei?noue,
?aeeaiiee a?cian, ia?eaoeiaia? eiioi?eaoe??, caniae ianiai? ?ioi?iaoe??
(CI?).

Aiiioaoeey.

Aeaeeeaoiay E. A. I?aaiecaoeey acaeiiioiioaiee ?aeeaiiaeaoaey e
?aeeaiiiai aaaionoaa ia iaaeaeoia?iaeiii o?iaia.

Aeenna?oaoeeae yaeyaony ?oeiienue.

Aeenna?oaoeey ia nieneaiea o/aiie noaiaie eaiaeeaeaoa aeiiiie/aneeo iaoe
ii niaoeeaeueiinoe 08.02.03 – i?aaiecaoeey oi?aaeaiey, ieaie?iaaiey e
?aaoee?iaaiey aeiiiieee. — Einoeooo iaaeaeoia?iaeiuo ioiioaiee Eeaaneiai
oieaa?neoaoa eiaie Oa?ana Oaa/aiei, Eeaa, 1999.

Aeenna?oaoeey iinayuaia enneaaeiaaieth oai?aoe/aneeo e i?aeoe/aneeo
aniaeoia i?aaiecaoeee acaeiiioiioaiee ?aeeaiiaeaoaey e ?aeeaiiiai
aaaionoaa ia iaaeaeoia?iaeiii o?iaia. A ?aaioa i?iaiaeece?iaaiu
nia?aiaiiua i?ioeannu o?ainiaoeeiiaeecaoeee ?aeeaiiie aeayoaeueiinoe,
?anniio?aiu oaiaeaioeee ?acaeoey ?aeeaiiiai aeciana ii iniiaiui
?aaeiiai. I?iaiaeece?iaaiu i?eia?u i?aaiecaoeee e?oiiuo iaaeaeoia?iaeiuo
ei?ii?aoeee, a oaeaea o?ainiaoeeiiaeueiuo ?aeeaiiuo aaaionoa, e eae
neaaenoaea aeeyiea i?aaiecaoeeiiiuo no?oeoo? ia o?iaie acaeiiaeaenoaey
noauaeoia ?aeeaiiiai ?uiea.

I?iaiaeece?iaaia aeayoaeueiinoue naiuo e?oiiuo ie?iauo OI?A, oaiaeaioeee
eo ?acaeoey, iniaaiiinoe eo auoiaea ia iaaeaeoia?iaeiua ?uiee. Iniaia
ianoi oaeaeaii enneaaeiaaieth eo iiaeoiaeia (oeaio?aeeciaaiiiio eee
aeaoeaio?aeeciaaiiiio) e i?iaeaia oi?aaeaiey i?ioeannii aeaeaae?iaaiey
iieiiii/ee, ?aca?aie/aiey iaycaiiinoae i?e ieaie?iaaiee e aiieiuaiee
?aeeaiiuo eaiiaiee ie?iauo ?aeeaiiaeaoaeae ia aioo?aiieo ?uieao.

Ia iniiaa yoiai aiaeeca auyaeaiu iioeiaeueiua o?iaie oeaio?aeecaoeee
oi?aaeaiey, eiio?iey ca aiieiuaieai iaaeaeoia?iaeiuo ?aeeaiiuo
eiioeaioeee ia aioo?aiieo ?uieao n oeaeueth aeinoeaeaiey iaeneiaeueii
yooaeoeaiuo ?acoeueoaoia. ?ac?aaioaiu e?eoa?ee auai?a iaeaieaa
yooaeoeaiuo iooae acaeiiaeaenoaey iaaeaeo ?aeeaiiaeaoaeyie e
iaaeaeoia?iaeiuie ?aeeaiiuie aaaionoaaie.

I?iaiaeece?iaaia e ioeaiaia iaiaoiaeeiinoue oaeoi?a o/aoa iaoeeiiaeueiuo
iniaaiiinoae ?uieia i?e aiieiuaiee iaaeaeoia?iaeiuo ?aeeaiiuo no?aoaaee
ia ianoiii o?iaia, a /anoiinoe a Oe?aeia. ?anniio?aiu e i?iaiaeece?iaaiu
i?eia?u eoeueoo?iuo, iaoeeiiaeueiuo e, aeaaiia, caeiiiaeaoaeueiuo
iniaaiiinoae ?uieia.

A iao/iue iai?io aaaaeaii iiiyoea “iaaeaeoia?iaeiua ?aeeaiiua
ioiioaiey”, eioi?ay ioe?uaaao niaea?aeaiea e cia/aiea iaoaiecia
acaeiiaeaenoaey ?aeeaiiaeaoaeae e ?aeeaiiuo aaaionoa ia iaaeaeoia?iaeiii
o?iaia.

Ii?aaeaeaiu iniiaiua noaaeee e e?eoa?ee auai?a ianoiiai ?aeeaiiiai
aaaionoaa iaaeaeoia?iaeiui ?aeeaiiaeaoaeai. ?ane?uoa nooue e
i?aaeeiaeaiu aa?eaiou ?aoaiey i?iaeaiu eiioeeeoa eioa?ania a ?aeeaiiii
aeciana. Cao?iioou aii?inu yoe/aneie noi?iiu ?aeeaiiie aeayoaeueiinoe,
aa nioeeaeueiie ?iee a iauanoaa. Auyaeaiu yoe/aneea e?eoa?ee e ?aeeaia,
eae iniiaiiio eino?oiaioo aeiianaiey eioi?iaoeee i oiaa?a aei eiia/iiai
iio?aaeoaey.

I?aaeeiaeaiu iooe oniaa?oainoaiaaiey i?aaiecaoeeiiiie no?oeoo?u
iaoeeiiaeueiuo ?aeeaiiuo aaaionoa e iiauoaiey o?iaiy
eiieo?aioiiniiniaiinoe oe?aeineeo noauaeoia iaaeaeoia?iaeiiai ?aeeaiiiai
aecaina. I?aaeeiaeaiu iaoaieciu aiieiuaiey ie?iaiai iiuoa i?aaiecaoeee e
oi?aaeaiey acaeiiioiioaieyie ?aeeaiiaeaoaey e ?aeeaiiiai aaaionoaa a
Oe?aeia, enneaaeiaaiu oneiaey ?aaeecaoeee aeiaaeueiuo no?aoaaee
iaaeaeoia?iaeiuo ?aeeaiiuo eaiiaiee a Oe?aeia.

Eeth/aaua neiaa: ?aeeaiiaeaoaeue, ?aeeaiiia aaaionoai,
o?ainiaoeeiiaeueiay ?aeeaiiay ei?ii?aoeey (OI?E), ?aeeaiiay
aeayoaeueiinoue, ?aeeaiiue aecian, ia?eaoeiaiaua eiiioieeaoeee,
n?aaenoaa ianniaie eioi?iaoeee (NIE).

Annotation.

Ivetta A. Delikatnaya. Managing of an advertiser’s and an advertising
agency’s collaboration on international level.

The dissertation is a manuscript.

The dissertation is for obtaining Ph. D. Degree in Economic Sciences
under the specialization code 08.02.03 – Arrangement of administration,
planning and governing in economy. – Institute of International
Relations of Kyiv Taras Shevchenko University, Kyiv, Ukraine 1999.

The dissertation is devoted to the investigation of theoretical and
practical aspects of managing of an advertiser’s and an advertising
agency’s collaboration on international level. Transnationalisation of
advertising activity and implementation of global strategies on the
levels of local ad agencies are the main issues of the dissertation. The
most effective ways of the level of collaboration between an advertiser
and an agency when implementing the international advertising campaigns
are analyzed. There are some schemes proposed for the process of using
world marketing strategies in planning, developing and implementation of
ad programs. The system of incorporate ties within the ad agency is
analyzed. The Ukrainian market of advertising is reviewed. The activity
of international agencies in Ukraine and their ways of implementing of
global strategies are studied.

Key words: advertiser, advertising agency, transnational advertising
corporation, advertising activity, advertising business, marketing
communication, mass media.

Добавить комментарий

Ваш e-mail не будет опубликован. Обязательные поля помечены *