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Iineianeee Ainoaea?noaaiiue Oieaa?neoao

Yeiiiieee, Noaoenoeee e Eioi?iaoeee

Eo?niaay ?aaioa

ii eo?no:

«Iaiaaeaeiaio»

Oaia: «?aeeaia e ia?eaoeia»

I?aiiaeaaaoaeue I?aoia N.A.

Nooaeaio Eoeaeia N.N.

A?oiia AeTH – 201

Iineaa 1998

NIAeA?AEAIEA

AAAAeAIEA………………………………………………………
………………..2

INIIAIAss
*ANOUe…………………………………………………………
….5

CAEETH*AIEA…………………………………………………….
……………34

EEOA?AOO?A……………………………………………………..
……………35

Aaaaeaiea

Aeey ia/aea iii?iaoai aeaoue ii?aaeaeaiea yoei aeaoi iiiyoeyi. Neiai
?aeeaia, a i?eioeeia, iai aieaa ciaeiii e iiiyoiith, iiyoiio ia/iai n
ia?eaoeiaa.

Neiai ia?eaoeia i?ienoiaeeo, eae iu ciaai, io aiaeeeneiai “Market”
(?uiie) e iiae?acoiaaaao ethaie aeae /aeiaa/aneie aeayoaeueiinoe
iai?aaeaiiue ia eco/aiea ?uiea, ia oaeiaeaoai?aiea ioaeae e iio?aaiinoae
iio?aaeoaeae, e anaai, /oi n yoei naycaii.

I?aeoe/aneay aeayoaeueiinoue ia?eaoeiaa ieacuaaao aieueoia aeeyiea ia
ethaeae, aoaeue iie iieoiaoaee, i?iaeaaoeu eee ?yaeiaua a?aaeaeaia.
Ia?eaoeia no?aieony e aeinoeaeaieth iaeneiaeueii aiciiaeiiai iio?aaeaiey
oiaa?ia e oneoa, /a?ac oaeiaeaoai?aiea iieoiaoaeae, i?aaeinoaaeyy ei
iaeneiaeueii oe?ieee auai? e iiauoaiea ea/anoaa aeecie. Yeiiiie/aneee
aea niune ia?eaoeiaa ninoieo a onei?aiee ioaea/e i?iecaiaenoaaiiuo
oiiaeia i?aaei?eyoey eee i?aaiecaoeee, iiauoaieth eiieo?aioiniiniaiinoe
ia ?uiea, iiaeeueiinoe i?iecaiaenoaa.

Eiaiii a eiiiaoaioeeth ia?eaoeiaa aoiaeeo naiaa?aiaiiia nicaeaiea iiauo
oiaa?ia e i?iaeaeaeaiea eo ia oao ?uieao, aaea iiaeao auoue aeinoeaioo
iaeneiaeueiue eiiia?/aneee yooaeo. Eiaiii iiyoiio ia?eaoeia, eae
niaieoiiinoue neiaeeaoeony iaoiaeia eco/aiey ?uieia, ei anaio i?i/aio
aua iai?aaeyao naie oneeey ia nicaeaiea yooaeoeaiuo eaiaeia nauoa e
i?iaaaeaiea eiiieaeniuo ?aeeaiiuo eaiiaiee.

Iaeiie ec caaea/ ia?eaoeiaa yaeyaony iaania/aiey oi?ie?iaaiey ni?ina e
noeioee?iaaiey nauo, iooai eiiaeiaoeee ?aeeaiu, ee/iie i?iaeaaee,
“Public Relations”, a oaeaea ae?oaeo iaoa?eaeueiuo noeioeia. Caeanue iu
inoaiiaeiny ia iiiyoee “?aeeaia” e ?anniio?ei aai iiiiae?iaiaa.

Neiai “?aeeaia” i?ienoiaeeo io o?aioeocneiai neiaa “reclame”. Naia
?aeeaia, anee aiai?eoue i?inoui ycueii, neoaeeo aeey oiai, /oiau
iiiaanoeoue ?acee/iuie niiniaaie (eiiaaea anaie eiathueieny) i iiauo
oiaa?ao eee oneoaao e eo iio?aaeoaeueneeo naienoaao, e iai?aaeaia ia
iioaioeeaeueiiai iio?aaeoaey, iiea/eaaaony niiini?ii e neoaeeo aeey
i?iaeaeaeaiey aai i?iaeoeoeee e eaeae. ?aeeaia yaeyaony /anoueth
eiiioieeaoeeiiiie aeayoaeueiinoe oe?iu, ia?yaeo n iaaeeneoe e
noeioee?iaaieai nauoa. ?aeeaia iaiaycaoaeueii iaaycuaaao oiaa?
iieoiaoaeth. Eiiaaea iia i?inoi canoaaeyao aniiiieoue iineaaeiaai
eiie?aoioth ia?eo eee iacaaiea oiaa?a (oneoae) eiaaea ii aeaeaao naie
auai?. A ia/aea iio?aaeoaeue ?aoaao ec /aai auae?aoue, a oaea caoai
eaeie ia?ea ioaeaoue i?aaeii/oaiea, ia iniiaa naiaai i?aaenoaaeaiey i
iae, noa?aioeia eee neiaeeaoaainy ia?aca eiie?aoiie ia?ee oiaa?a
(oneoae).

Yoio iaai? i?aaenoaaeaiee, a oi/iaa ?aaeoeey ia iaai, iaoneaaeeaaaony o
/aeiaaea iaee/eai iaeiiai ec o?ao oeiia iioeaaoeee – ?aoeeiiaeueiie,
yiioeeiiaeueiie e i?aanoaaiiie eee eo eiiaeiaoeeae. Aicaeaenoaea ia
?aaeoeeth iio?aaeoaey iaania/eaaaony n iiiiuueth ?aeeaiu.

No?oeoo?a ?aeeaiu niaea?aeeo neaaeothuea iyoue iniiaiuo iiiaioia:

Ai-ia?auo, yoi niiniaiinoue i?eaea/ue aieiaiea. I/aiue aaaeii ianeieueei
i?eaeaeaaony aieiaiea /eoaoaeae caaieiaeii, oaeac?eoaeae aeaeai?yaeii.
Aicaeaenoaoao ee ?aeeaia eiaiii ia oa eaoaai?ee iioaioeeaeueiuo
iio?aaeoaeae, ia eioi?ua iia ?ann/eoaia.

Ai-aoi?uo, neea aicaeaenoaey ia yiioeee iio?aaeoaeae ?aeeaiu. Eaeea
/oanoaa ?iaeaeathony o ieo i?e aeeyiee ia ?aeeaiu, ianeieueei oaea/ai
?aeeaiiue a?aoiaio e i?aaeeueii ee ii iiaeai.

A-o?aoueeo, eaeiaa neea aicaeaenoaey. Iiaaaeeo ee, aeiionoei, c?eoaeue
iinea i?iniio?a ?aeeaiu iieoiaoue yoio oiaa? eee inoaiaony neaeaoue a
e?anea, ianiio?y ia oi, /oi ?aeeaia iii?aaeeny aio e anoue
iaiaoiaeeiinoue a i?eia?aoaiee aeaiiiai oiaa?a.

A /aoaa?ouo – yoi eioi?iaoeaiinoue. ssnii eceiaeai ?aeeaiiue a?aoiaio?
Ianeieueei aiei iieacaia iieaciinoue ?aeeaie?oaiiai iauaeoa.

E iineaaeiaa. Caoi/ao ee /aeiaae i?i/eoaoue niiauaiea eee iiniio?aoue
?aeeaiiue ?ieee aei eiioea. Ianeieueei yooaeoeaii i?eeiauaaaony aieiaiea
ethaeae.

I?ioeann ?ac?aaioee ?aeeaiu aeeth/aao, eae i?aaeei, a naay aeaa yoaia. A
ia/aea i?eieiaaony ?aoaiea i no?oeoo?a ?aeeaiiiai niiauaiey,
?ac?aaaouaaaony oeaio?aeueiue oacen (?aeeaiiue a?aoiaio) eioi?ie?othuee
i aaaeiaeoeo naienoaao e ioee/eoaeueiuo iniaaiiinoyo oiaa?a, e oi?ia aai
eceiaeaiey. Caoai i?enooiatho e ?ac?aaioea iaiin?aaenoaaiii ?aeeaiiiai
iaoa?eaea: ?ac?aaaouaaaony oaeno e noeeue, iiaeae?athony iiaeoiaeyuea
neiaa, oeaaoiaia ioi?ieaiea e aeecaeia?neia ?aoaiea. Neaaeoao oaeaea
o/eouaaoue /oi, eae i?aaeei, ?aeeaia auaaao aieaa yooaeoeaiie, eiaaea ia
oiaa? aic?anoaao ni?in, iaaeaee i?e aai iaaeaiee.

Auoaiienaiiua ooieoeee, a iniiaiii, auiieiytho ?aeeaiiua aaaionoaa. Iie
?aaioatho n oe?iie i?e ?ac?aaioea aa ieaia ?aeeaiu, aeeth/ay auai? oaiu,
n?aaenoaa ?ani?ino?aiaiey, a?aiaie i?iaaaeaiey ?aeeaiiie eaiiaiee,
iiaeaioiaeo naiiai ?aeeaiiiai i?iaeoeoa e ae?oaea aniaeou.

Iniiaiua ?aoaiey a noa?a ?aeeaiu

Aeey aieaa iieiiai e i?aaeeueiiai aini?eyoey eioi?iaoeee iaiaoiaeeii aa
i?aaeeueii iiaeaoue aoaeeoi?ee, eioi?ay aeieaeia i?aaeeueii aini?eiyoue
e io?aaae?iaaoue ia iaa. Aeey yoiai iaiaoiaeeii niaethaeaoue iyoue
iniiaiuo i?eioeeiia.

A iaiyoe aeieueoa oaea?aeeaaaony oa eioi?iaoeey, eioi?ay auea aini?eiyoa
niciaoaeueii.

Iau/ii, eo/oa caiiieiaaony ia/aei e eiiaoe niiauaiey, /ai aai na?aaeeia.

Iaoa?eae ?aciiia?aciue e iaiau/iue aini?eieiaaony e caiiieiaaony eo/oa.

Eioi?iaoeey eo/oa caiiieiaaony, anee iia ia i?ioeai?a/eo neiaeeaoeiny
iiiyoeyi, iiaieyi, acaeyaeai.

Iaiaoiaeeii /oanoaiaaoue iai?aaeaiey oaiaeaioeee nia?aiaiiie aeecie.

?aeeaia e i?iiiooi

?aeeaia e I?iiiooi (i?iaeaeaeaiea) ia yaeythony caiaieoaeyie ia?ii?eyoee
i?iaeaaee. Iie iiaoo iiii/ue aai nicaeaoue iniciaiiua ia?niaeoeau,
iiaeaioiaeoue ?uiie e i?eoiaeo iiauo oiaa?ia e oiio iiaeiaiia. Ii iie ia
iiaoo caiaieoue aaoeo aeinoeaeaiee a iaeanoe i?iaeaae.

Aai oaea i?iaeaeaee aieueoeinoai ?aaiou aeey aaoae i?aaenoiyuae
?aeeaiiie eaiiaiee e ae?oaeo ia?ii?eyoee i?iaeaeaeaiey. Aeey oiai, /oi
au iia auea yooaeoeaiie iaiaoiaeeii aeineiiaeueiia ciaiea i
?aeeaie?oaiii oiaa?a (oneoaa), iniaaiiinoyi ?uiea e oneiaeyi
eiieo?aioeee. Aaoa ?aeeaiiia aaaionoai aeieaeii ciaoue eaeiau aaoe
oeaee, eaeia aao athaeaeao e eiaaea au ieaie?oaoa ia/aoue aaoo
?aeeaiioth eaiiaieth.

Ia /ai aace?oaony ?aeeaia

Aeey oniaoiiai i?iaaaeaiey eaiiaiee ii i?iaeaeaeaieth iaiaoiaeeii
ioaaoeoue ia neaaeothuea aii?inu:

Eoi? Eoi yaeyaony aaoeie eeeaioaie nae/an e a aoaeouai. A aeieaeiu
i?aaeeueii naaiaioe?iaaoue ?uiie aeey oiai, /oiau oi/ii i?aaenoaaeyoue
ia eiai iai?aaeaia ?aeeaia.

Aeey /aai? *aai au iuoaaoanue aeinoe/ue? Oaaee/aiea iauaia i?iaeaae?
I?aaenoaaeaiey iiaiai i?iaeoeoa? Oaea?aeaiea eee caaiaaaiea aeieae
?uiea? Nicaeaoue naaa eieaeae eee iiaeaea?aeaoue aai.

Eiaaea? Aeey ?aeeaiu i/aiue aaaeii a?aiy aa i?iaaaeaiey. Eo/oee i?iiiooi
aoaeao naaaeai ia iao, anee ia aoaeao i?iaaaeai aia?aiy.

*oi? Eaeiaa niaoeeoeea i?iaeoeoa (oneoae) eioi?ue au iuoaaoanue
i?iaeaeiooue ia ?uiie. A /ai oieeaeueiinoue aai i?iaeaaee?

Aaea? Eaeia n?aaenoai ianniaie eioi?iaoeee iaeaieaa iiaeoiaeeo aeey
i?iaaaeaiey aaoae ?aeeaiiie eaiiaiee.

Eae? Iieueciaaoueny ee oneoaaie ?aeeaiiiai aaaionoaa, anee aea oi
eaeiai. Aai iaiaoiaeeii aeinoaoi/ii naeaeaoue aeey caionea naiaai
aeciana. Au aeieaeiu aieiaoaeueii eco/eoue e iaeia?eoue i?aaeeaaaaioth
aai ?aeeaiioth eaiiaieth.

Ioieou “Aaea” e “Eae” iaiaa aaaeiu, /ai eaeaeiia niaea?aeaiea aaoaai
niiauaiey.

Aaoa ?aeeaiiia aaaionoai nio?aieo aai iiiai a?aiaie, iiiiaeao naeaeaoue
i?aaeeueiue auai?, niiaueo e?aeiea n?iee aioiaiinoe ?aeeaiiie
i?iaeoeoeee. Iiiai oi?ioeo ?aeeaiiuo eaiiaiee auei ni?aaii aeaaeie
iaia?aieyie oicyaa aeciana. Iie ciaee ana i naiai aeaea ii ie/aai i
?aeeaia e i?iaeaeaeaiee. E niaeaeaieth i/aiue iiiaea, niaa?oaiii ia
ii?aaaeaii n/eoatho, /oi iie iaeaaeatho oi?ioeie ?aaeaeoi?neeie, eee
aeecaeia?neeie niiniaiinoyie.

?aeeaia e i?iaeaeaeaiea oiaa?ia ia ?uiea aeaeaathony ii oiio aea iooe,
/oi e ae?oaea /anoe aeciana. Au aeieaeiu ciaoue eaeea n?aaenoaa iiaeaoa
i?eaea/ue aeey eo inouanoaeaiey, ciaoue /aai au aeieaeiu aeinoeaiooue,
aua?aoue oi?io no?aoaaee eioi?ay naycuaaea au oeaee aeciana e
ia?eaoeiaa.

Ia /oi aeieaeii ?anoiaeiaaoueny a?aiy i?e ieaie?iaaiee i?iaeaeaeaiey.

Caaea/e I?eaea/aiea *anoioa

Aeieain?i/iia e e?aoein?i/iia ia?eaoeiaiaia ieaie?iaaiea nianoaaiiuo
i?ioanneiiaeia aaeaaiaeii

No?aoaae/aneia ieaie?iaaiea i?iaeaeaeaiey ?aeeaiiia aaaionoai ianeieueei
?ac a aiae

Ianoaeaeaiea ia?eaoeiaa e iauaeoia i?iaeaeaeaiey aanue ia?niiae
aaeaeaa?oaeueii

Ianoaeaeaiea e ioeaiea niaoeeoeee i?iaeaeaeaiey aanue ia?niiae aei e
iinea eaaeaeie eaiiaiee

Ninoaaeaiea e auiieiaiea ?anienaiey Au naie e ?aeeaiiia aaaionoai
ianeieueei ?ac a aiaeo

Aeaeu ?aeeaiu e i?iaeaeaeaiey

Ia?ii?eyoey ii ?aeeaia i?iaeaeaeaieth oiaa?ia aeieaeiu aeeth/aoue a naay
ianeieueei ioieoia ec i?aaenoaaeaiiuo ieaea.

Ieaoiay ?aeeaia

?aaeei

Oaeaaeaeaiea

Ia/aoue

Aacaou

AEo?iaeu

I?aen-eenou

“AEaeoua no?aieoeu”

Niaoeeaeece?iaaiiua ni?aai/ieee (?aaeiiaeueiua, naciiiua, ecaeaiey
Oi?aiauo iaeao)

Oi?aiaua eee i?iecaiaenoaaiiua ni?aai/ieee

Aeceoee aaoeo i?iaeaaoeia

Auaanee

“Aee?aeo iyee”

Ienueia

Ecaauaiey

Eenoiaee i n eioi?iaoeeae ?ani?iaeaaeao

Oeaa?nu

Ii/oiaua ea?oi/ee

A?ioth?u

Eoiiiu

Public relations

I?ann-?aeec

Noaouee a aacaoao e aeo?iaeao

Aeie ioe?uouo aeaa?ae

Aeaeiaua ano?a/e

Eioa?aueth

Niiini?noai

I?iaaaeaiea naieia?ia

*eainoai a eeoaao e o.i.

Oaeaia?eaoeia

Oaeaoiiiue ia?eaoeia

Ii?iniua eenou

Ieacaiea oneoa:

ioaao ia eeeaioneea aeaeiau;

niaoeeaeueiua i?aaeeiaeaiey

Io i?iaeaaee e i?iaeaaea

I?acaioaoeeiiiue iaoa?eae

Ee/iua ienueia

Eeeaioneea i?aaeeiaeaiey

Ee/iue o?aieia i?iaeaaoeia

I?iiiooi

I?aaeinoaaeaiea neeaeie

Eoiiiu (neeaeee)

“O?e ii oeaia iaeiie”

Niaoeeaeueiay ?aeeaia

Nie/a/iua ei?iaee, a?aeee, caaeeaaeee e o.i.

Eaeaiaea?e

Caieniua eieaeee

?aeeaiiua nii?oaeaiey

?aeeaia ia oeacaoaeyo

Eioi?iaoeeiiiua no?aieoeu

Ianoa i?iaeaaee

Iniauaiea e ioi?ieaiea iaaaceiia

Inaauaiea

Ae?oaea aeaeu i?iaeaeaeaiey

Oeaa?nu

Iinoa?u

?acaeaoi/iua iaoa?eaeu

Aicaeooiua oa?u

“Aeenieae ?aneeaaeooea”

Auai? i?aaeeueiiai ni/aoaiey n?aaenoa i?iaeaeaeaiey o?aaoao iaee/ey
i?ioanneiiaeueiuo iaaueia. Aeey i?iaaaeaiey yoie ?aaiou eo/oa anaai
ainiieueciaaoueny oneoaaie ?aeeaiiiai aaaionoaa.

Eaiaeu ?ani?ino?aiaiey eioi?iaoeee aeaeyony ia eaiaeu ee/iie e iaee/iie
eiiioieeaoeee (eae iai?eia? aieueoeinoai ec auoaia?a/eneaiiuo).

EAIAEU EE*IIE EIIIOIEEAOeEE.

E eaiaeai ee/iie eiiioieeaoeee ioiinyony ee/iua ano?a/e, ee/iay
ia?aienea, aanaaeu ii oaeaoiio, iauaiea n aoaeeoi?eae ii oaeaaeaeaieth e
?aaeei. Iie iicaieytho inouanoaeyoue ia?aoioth naycue e aeatho
aiciiaeiinoue aeey ee/iiai ia?auaiey, iai?eia?, ?oeiaiaeeoaey. Iniaaiii
aieueoie aan yoio eaiae eiaao a i?eiaiaiee e eaoaai?eyi oiaa?ia aunieie
noieiinoe, ia?u ioaaonoaaiiinoe (iai?eia? naiieao aeey i?aceaeaioa), a
oaeaea aaea eiaao ianoi iiauoaiiue ?ene.

Aeey oniaoiiai ooieoeeiie?iaaiey yoiai eaiaea oe?ia aeieaeia
i?aaei?eiyoue ?yae oaaia:

auyaeoue aeeyoaeueiuo eeoe e neiioeaio?e?iaaoue naia aieiaiea ia ieo;

nicaeaoue, oae iacuaaaiuo, eeaea?ia iiaiey niaaaeea eo oiaa?ii ii
eueaioiie oeaia;

anooieoue a eiioaeo n ianoiuie aeeyoaeueiuie oeao?aie, iai?eia?
?oeiaiaeeoaeyie o/aaiuo oeaio?ia, iauanoaaiiuo i?aaiecaoeee, nii?oeaiuo
eeoaia e o.i.

eniieueciaaoue aeeyoaeueiuo eeoe a ?aeiiaiaeaoaeueii-naeaeaoaeueneie
?aeeaia.

Eaiaeu ee/iie eiiioieeaoeee, /anoi yaeythony yooaeoeaiae ianniaie.

EAIAEU IAEE*IIE EIIIOIEEAOeEE.

E iei ioiinyony n?aaenoaa ?ani?ino?aiaiey eioi?iaoeee aac i?enoonoaey
ee/iiai eiioaeoa e ia?aoiie nayce. E iei ioiinyony n?aaenoaa ianniaie
eioi?iaoeee e n?aaenoaa ecae?aoaeueiiai aicaeaenoaey.

Ia?aua ?ann/eoaiu ia aieueoea iaecae?aoaeueiua aoaeeoi?ee, aoi?ua,
niioaaonoaaiii, ia niaoeeaeece?iaaiiua aoaeeoi?ee. Ianniaay
eiiioieeaoeey aeeyao ia ee/iua ioiioaiey e iiaaaeaiey, noeioee?oao
ee/ioth eiiioieeaoeeth. Yoi aeinoeaaaony ca n/ao oiai, /oi
ia?aiia/aeueii ia?auaiea ianoo eeaea?u iiaiee i?eiaaeeaaeauea e
ia?ae/iie aoaeeoi?ee, n /ueei iiaieai i?eaueee n/eoaoueny.

Auai? n?aaenoa ?ani?ino?aiaiey ?aeeaiu

Aeey ?aeeaiiaeaoaey i/aiue aaaeiie yaeyaony caaea/a auai?a n?aaenoaa
?ani?ino?aiaiey aai ?aeeaiiiai ia?auaiey. Aeey yoiai aio iaiaoiaeeii
?aoeoue ianeieueei oe?ieee ioaao aeieaeia eiaoue aai ?aeeaia, ianeieueei
/anoi iia aeieaeia iiyaeyoueny, aua?aoue iniiaiua n?aaenoaa aa
?ani?ino?aiaiey a caaeneiinoe io eo noieiinoe e o.ae. Ieaea yoe e?eoa?ee
i?eaaaeaiu iieiinoueth.

Ioaao, iiae?acoiaaaao eaeia eiee/anoai ethaeae n iaeei eiioaeo niiaeao
iciaeiieoueny n ?aeeaiiui ia?auaieai. Aeey oaeaaeaeaiey e ?aaeei, e
i?eia?o, yoi iauaa /enei oaeac?eoaeae (neooaoaeae), eioi?ua
noaeeeaathony n ?aeeaiiui ia?auaieai. Aeey ia/aoiie i?iaeoeoeee ioaao
aeeth/aao aeaa eiiiiiaioa – oe?aae e noaiaiue ia?aaea/e (neieueei ?ac
eaaeaeue yecaiiey? iiiaaeaao e iiaiio /eoaoaeth). Iai?eia? iaeei
yecaiiey? aacaou “Yeno?a I” /eoatho i?eia?ii 5 /aeiaae. E?iia oiai
noaiaiue ia?aaea/e aeey aeo?iaeia ai?acaei auoa, /ai o aaeaaeiaaiuo
aacao.

*anoioa iiyaeaiey ii?aaeaeyao neieueei ?ac aeieaeai noieeiooueny n
iiyaeaieai ?aeeaiu n?aaeiee i?aaenoaaeoaeue oeaeaaie aoaeeoi?ee. Iia
yaeyaony iaeaieueoae aeey aacao, ?aaeei e oaeaaeaeaiey, aaea ?aeeaiiua
iauyaeaiey iiyaeythony aaeaaeiaaii. Iaeiaiueooth /anoioo eiatho
oaeaoiiiua ni?aai/ieee, ethaay ia?oaeiay e ?aeeaia, aeo?iaeu e “Aee?aeo
iyee”. Neaaeoao oaeaea iiiieoue, /oi eioi?iaoeey a niaoeeaeueiuo
oaeaoiiiuo ni?aai/ieeao iiaeao auoue iiiauaia eee eciaiaia oieueei ?ac a
aiae.

Neea aicaeaenoaey ?aeeaiiiai eiioaeoa caaeneo io aua?aiiiai eaiaea
?ani?ino?aiaiey. Iai?eia? iauyaeaiea ii ?aaeei iaiaa aia/aoeyao, iaaeaee
oaea?ieee, oaeaea o ?aciuo aeo?iaeia, iai?eia?, iiaeao auoue ?aciay
noaiaiue aicaeaenoaey. Iaeaieaa auniea iia o oaeaaeaeaiey, iineieueeo
iii niiniaii ni/aoaoue caoe, oeaao, aeaeaeaiea e ae?oaea oaeoi?u. Oaeaea
cia/eoaeai yoio iieacaoaeue, a oeaeii o aeo?iaeia. Iaeioi?ua aacaou, eae
iai?eia? “Speed-Info”, niaoeeaeueii oeo/oatho iieea?aoe/aneoth oaoieeo
aeey oiai, /oiau ia/aoaoue oeaaoiua oioia?aoee e oaaee/eaaoue noaiaiue
naiaai aicaeaenoaey.

Onoie/eainoue iineaiey iieacuaaao, ianeieueei /anoi aeaiiia ?aeeaiiia
iauyaeaiea iiiaaeaaony ia aeaca e ianeieueei iii caiiieiaaony. Aieueoia
eiee/anoai ethaeae aeaeyo ia?oaeioth ?aeeaio, iauyaeaiey ia aei?iaao e
oaeaoiiiua ni?aai/ieee; aeo?iaeu iaaeieai nio?aiythony o iio?aaeoaey,
iaaeaeo oai, iauyaeaiey ii ?aaeei e oaeaaeaeaieth aeeyony a n?aaeiai
ieiei 30 naeoiae.

Caiieiaiiinoue oa?aeoa?ecoao /enei ?aeeaiiuo iauyaeaiee, niaea?aeaueony
a iaeiie i?ia?aiia, iaeiie no?aieoea, iaeiii ecaeaiee e o.ae. Anee
aeaaony iiiai ?aeeaiiuo iauyaeaiee oi caiieiaiiinoue i/aiue aaeeea.
Oaeaaeaeaiea /anoi e?eoeeotho ca oi, /oi iii e?ooeo i/aiue ei?ioeea
?aeeaiiua ?ieeee iiiiiao ?ac. N 1967 aiaea eiee/anoai ?aeeaiiuo ?ieeeia
ia oaeaye?aia oaaee/eeinue ao?ia.

N?ie i?aaenoaaeaiey – yoi ia?eiae, ca eioi?ue eioi?iaoeeiiiue enoi/iee
iiaeao ?acianoeoue ?aeeaio. Ii yaeyaony iaeiaiueoei aeey aacao e
iaeaieueoei aeey aeo?iaeia e oaeaoiiiuo ni?aai/ieeia. Aai
aeeeoaeueiinoue iieacuaaao ianeieueei iaaeaeue eee ianyoeaa oe?ia
aeieaeia ieaie?iaaoue aia?aae naith ?aeeaiioth eaiiaieth e noaeeeaaoueny
n aiciiaeiinoueth iiyaeaiey iai?aaeeueiuo iineaiee a iinoiyiii
iaiythueony oneiaeyo. A iiioey?iuo oaeaia?aaea/ao n?ie i?aaenoaaeaiey
oaeaea iiaeao auoue aieueoei ec-ca ia?aie/aiiinoe /enea ia?aaeaaaaiuo
?aeeaiiuo iauyaeaiee.

Aaniieaciay aoaeeoi?ey – oa /anoue aoaeeoi?ee ia eioi?oth ia iai?aaeaia
?aeeaiiay eaiiaiey. A neeo oiai, /oi oneeey ?aeeaiu iai?aaeaiu ia
ianniaua aoaeeoi?ee, yoi i/aiue nouanoaaiiue oaeoi?. Iai?eia? a aeo?iaea
naaeiaiaeia ethaeoaeae oe?ia ?acianoeea ?aeeaio naaeiauo aeiieeia,
ii?aaeaeea n iiiiuueth ia?eaoeiaiaiai enneaaeiaaiey, /oi ieiei 500 oun.
/eoaoaeae eioa?anothony oaeeie no?iaieyie, a 150 oun. iao.
Niioaaonoaaiii noieiinoue oaeiai ?aeeaiiiai iauyaeaiey aoaeao ?iaia:

noieiinoue ?aeeaiu / eioa?anothuayny aoaeeoi?ey * 1 oun. yecaiiey?ia

Aeaeu ?aeeaiu

I?aaei?eyoey e oe?iu inouanoaeytho ?acee/iua aeaeu aeayoaeueiinoe,
eioi?ua iiaeii aeeth/eoue a iiiyoea “?aeeaia”.

?aeeaia ia ecaioaaeeaaaioth i?iaeoeoeeth e oi, eae iia eniieuecoaony;

?aeeaia naiiai i?aaei?eyoey (oe?iu);

Ioe?uoay (i?yiay) ?aeeaia;

Ne?uoay (einaaiiay) ?aeeaia;

?aeeaia, iai?aaeaiiay ia ?anoe?aiea nauoa oiaa?ia e oneoa

A?aoe/anee yoi aoaeao auaeyaeaoue oae:

Ana i?eiyoua ia?u i?yii eee einaaiii iiiiaathuea aeinoeaeaieth oeaeae
i?aaei?eyoey iiaeii ioianoe e ?aeeaia.

?aeeaio iiaeii ?anniao?eaaoue a o?ao aniaeoao:

1. Aioo?eoe?iaiiay ?aeeaia. A aa caaea/e aoiaeeo nicaeaiea o naieo
nio?oaeieeia aa?u a naia i?aaei?eyoea, e /oanoaa oaniie acaeiinayce n
aai iieiaeaieai. *ai aieueoa ioaaonoaaiiuo e yiooceaciuo nio?oaeieeia,
oai iaiueoaa eo eiee/anoai iaiaoiaeeii, e eae neaaenoaea iaiueoa
?anoiaeu oe?iu. *ai aieueoa o eiie?aoiiai iiae?acaeaeaiey
naiinoiyoaeueiinoe, oai auoa /oanoai oaeiaeaoai?aiiinoe nio?oaeieeia io
i?iaeaeaiiie ?aaiou, e oai auno?aa iie noaioo iineoaeyie i?iiaaaiaeu
aeaiiie oe?iu.

N?aaenoaaie aioo?eoe?iaiiie ?aeeaiu yaeythony:

niioaaonoaothuee o?iaaiue i?aaiecaoeeiiiie no?oeoo?u i?aaei?eyoey e
oi?ioea acaeiiioiioaiey a eieeaeoeaa;

nioeeaeueiua eueaiou aeey nio?oaeieeia;

oe?iaiiay aacaoa;

ia?acoeiaia iiaaaeaiea ?oeiaiaenoaa a iauanoaaiiie aeecie.

Eaaeaeue nio?oaeiee i?aaei?eyoey, yaeyaony aai iioaioeeaeueiui eeeaioii.

2. Public Relations. A caaea/e yoiai aniaeoa ?aeeaiiu aoiaeyo:

eiioaeou n i?aaenoaaeoaeyie i?annu; eaaeaeia oiiieiaiea i oe?ia (ia
iaaaoeaiia) a ia/aoe yaeyaony aeey iaa ?aeeaiie. Oaeaea ?aaioa n
oe?iaiiie aacaoie, i?aaiecaoeey aaieaoia aeey aeo?iaeenoia e o.i.

O/anoea ?oeiaiaeeoaeae i?aaei?eyoey a iauanoaaiiie aeecie; iinauaiea
?acee/iuo oea?aiiiee, i?acaioaoeee, ae?oaeo iauanoaaiiuo ia?ii?eyoee.
I?enoonoaea a iieeoe/aneeo e?oaao oiaea yaeyaony aeaeaoaeueiui aeey
?oeiaiaeeoaeae e?oiiuo eaiiaiey, oioy eiiaaea i?eaiaeeo e ia?aoiui
iineaaenoaeyi.

3. ?aeeaia a oeaeyo ?anoe?aiey nauoa. ssaeyaony iniiaiie noa?ie
?aeeaiu, e iaiin?aaenoaaiii naycaia ni anaie acaeiicaaeneiuie oaeoi?aie
ia?eaoeiaa, aeeythueie ia i?iaeaaeo. Iineieueeo ?uii/iay eiiuthieoo?a
iiaeaa?aeaia iinoiyiiui eieaaaieyi, i?iaiice?iaaoue aa aanueia neiaeii.
?ac?aaioaoue eiie?aoiua i?iaiicu iicaieyao eiiieaeniia eniieueciaaiea
anao yeaiaioia “ia?eaoeia ieena” (nenoaiu niaoaiiuo ia?eaoeiaiauo
ia?ii?eyoee), iicaieyao inouanoaeyoue eiie?aoiua i?iaiicu.

Ii ?aeeaia iiaeii ii?aaeaeeoue ianeieueei aeaeei yaeyaony i?aaei?eyoea,
eae auno?i iii niiniaii ?aaae?iaaoue ia eciaiaiey ?uiea. Oi?ia e iaoiaeu
eniieueciaaiey ?aeeaiu ianoieueei iiiaiia?aciu, /oi naeaeaoue eaeea-oi
auaiaeu i aa niaoeeoe/aneeo ea/anoaao aeiaieueii iai?inoi.

Oeaeaiai?aaeaiiay ?aeeaia eiaao, eae i?aaeei, ainaiue ooieoeee.

?aaioaoue iaae i?anoeaeai i?aaei?eyoey. Anee ecaioiaeoaeue eiaao
oi?iooth ?aiooaoeee e oe?iei ecaanoai, iieoiaoaeue aioia caieaoeoue ca
i?aaeeaaaaiue oiaa? aieaa aunieoth oeaio, iineieueeo iio?aaeoaeue
neeiiai i?iaiaeeoue ia?aeeaee iaaeaeo ea/anoaii oiaa?a e eieaeaeai aai
i?iecaiaeeoaey.

Nicaeaaaoue ni?in ia aeaiiue oiaa?, niinianoaiaaoue iiyaeaieth ni?ina ia
i?aaeeaaaaioth i?iaeoeoeeth.

I?aaeinoaaeyoue iio?aaeoaeyi iaiaoiaeeioth eioi?iaoeeth i oiaa?a, eae i
i?iecaiaenoaaiiuo, oae e i oiaa?ao oe?ieiai iio?aaeaiey.

Iaania/eaaoue nauo, iiaeaea?aeeaaoue iaiaoiaeeiue iauai nauoa e
?anoe?youe aai. Caione a iinoiyiiue iai?io ?aeeaiu, iicaieyao
iieoiaoaeth caiiieiaoue e ioiaeaeanoaeyoue aa n eiie?aoiui oiaa?ii, /oi
yaeyaony iniiaiui i?eioeeiii oniaoa ?aeeaiiie eaiiaiee. Eiaaea oiaa?
oieueei iiyaeyaony ia ?uiea ?aeeaia i?inoi ciaeiieo n iei iio?aaeoaeae.
Caoai iia i?ecaaia caaiaauaaoue iiaua aeiee ?uiea, auoaniyy oiaa?u
eiieo?aioia. Iinea noaaeeecaoeee oiaa?a ia ?uiea oeaeueth ?aeeaiu
yaeyaony oaea?aeaiea aeinoeaioouo iiceoeee. Oi?ioay ?aeeaia canoaaeyao
iio?aaeoaey annioeee?iaaoue ii?aaeaeaiioth iio?aaiinoue n i?aaeeaaaaiui
oiaa?ii.

Aiooaoue aeiaa?ea e oiaa?o e aai ecaioiaeoaeth. I?iecaiaeeoaeue aeieaeai
noa?aoueny aeiianoe aei iio?aaeoaey n iiiiuueth ?aeeaiu e eieaeaea, /oi
o iaai “/enoua iiiuneu” e “aeia?ua iaia?aiey. I?eia?ii iiaeao neoaeeoue
neiaai eiiiaiee “Aeaeiinii e Aeaeiinii”: “Iu caaioeiny i aan e i aaoai
caei?iauea.

Iinoiyiii eaeoe iaano?a/o iio?aaiinoyi eeeaioa. Ethaee i?eia?aoatho
oiaa?u e iieuecothony oneoaaie ia oieueei aeey oaeiaeaoai?aiey aeeciaiii
iaiaoiaeeiuo iianaaeiaaiuo iio?aaiinoae, iie oaeaea eniuouaatho
iio?aaiinoe ineoieiae/aneea. Iiyoiio ?aeeaia aeieaeia eco/aoue
iniaaiiinoe ineoieiaee /aeiaaea; aai iiaaaeaiey e iioeaaoeee aai
iinooieia. *anoi i?e iieoiea oiaa?a ea?atho ?ieue oaeea oaeoi?u eae
iio?aaiinoue /aeiaaea a naiiooaa?aeaeaiee, iaania/aiee i?eciaiey,
no?aieaiea e iiae?aaeaiey e o.i.

Eae iu oaea aiai?eee, iiaoaeaeaoue iieoiaoaey ioiaeaeanoaeyoue
i?eia?aoaaiue oiaa? n aai ecaioiaeoaeai.

Nicaeaaaoue ii?aaeaeaiiue ia?ac (eieaeae) oiaa?a. ?aeeaia aeaao
aiciiaeiinoue ioee/aoue i?aaeeaaaaiue oiaa? io eiieo?aioiiai. Yoi
aeaeaaony n iiiiuueth nicaeaiey oe?iaiiiai iacaaiey, eiaioeia, aiaoiaai
aeaea. Aeaeaa iu ?anniio?ei yoi iiae?iaiae.

Ec auoaneacaiiiai ynii, /oi ?aeeaia ioaaouaaao ana noa?u aeayoaeueiinoe
i?aaei?eyoey. Yeaiaioaie ?aeeaiu yaeythony oaeea oaeoi?u eae aiaoiee
iaeee i?aaei?eyoey e aai nio?oaeieeia, aiein nae?aoa?y ii oaeaoiio,
iacaaiea oiaa?a, ea/anoai ianeoaeeaaiey eeeaioia. Aeey aaiea, iai?eia?,
?aeeaiie yaeyaony aiaoiee aeae neoaeaueo ?aaioathueo n eeeaioaie eo
iiaaaeaiea, iaeaaeaea e oiaiea iauaoueny. Aeey i?iiuoeaiiiai
i?aaei?eyoey oieiauie yaeythony oi?ia iaeaaeaeu ?aai/eo, aeae a?ociaeeia
e o.i.

Iauaiu n?aaenoa, ?anoiaeoaiuo ia ?aeeaio

Naiia aieueoia eiee/anoai ?aeeaiiuo aaaionoa i?eoiaeeony ia NOA, oioy e
a ae?oaeo no?aiao n ?uii/iie yeiiiieeie iie oiaea i?aaenoaaeaiu a
aeinoaoi/iii eiee/anoaa. ?ieue ?aeeaiu ia anaaaea niioaaonoaoao o?iaith
yeiiiie/aneiai ?acaeoey no?aiu. No?aiu n iaeeiaeiaui o?iaiai aeioiaea ia
aeooa ianaeaiey iiaoo eiaoue ?aciue o?iaaiue ?anoiaeia ia ?aeeaio.
?anoiaeu Oaaeoea?ee, e i?eia?, a aeaa ?aca i?aauoatho n?aaenoaa
cao?a/aiiua ia ?aeeaio Oaaoeeae. Iaeioi?ua no?aiu o?aoueaai ie?a o?aoyo
ia ?aeeaio ioiineoaeueii aieueoa yeiiiie/anee ?acaeouo ainoaea?noa,
iai?eia? A?aceeey e Aaeueaey. Iiaeii neacaoue n oaa?aiiinoueth oieueei
oi, /oi aieueoa anaai a ie?a aia?eeaineeo ?aeeaiiuo aaaionoa. Iie euoo
naieo eeeaioia, e iaoiaeyo eo ii anaio ie?o. E i?eia?o ecaanoiia
aia?eeaineia ?aeeaiiia aaaionoai McCann-Erickson, aieaa iieiaeiu naiaai
aeciana aaaeao ca a?aieoeae.

Oaeaea iauaiu n?aaenoa, cao?a/aiiua ia ?aeeaio ?acei eieaaethony io
oa?aeoa?a oiaa?a. Iiaeii neacaoue e oae: /ai ooaea ea/anoai oiaa?a, oai
aieueoa ioaeii aai ?aeeaie?iaaoue. Aeey iithueo n?aaenoa, e i?eia?o,
cao?aou ninoaaeytho o?aoue io iauaai iauaia i?iaeaae, aeey ae?oaeo
oiaa?ia oe?ieiai iio?aaeaiey ieiei 5-15 %.

Neaaeoao aeiaaaeoue, /oi noieiinoue ?aeeaiu aua caaeneo io eaiaeia aa
?ani?ino?aiaiey. Naiie aei?iainoiyuae yaeyaony oaea?aeeaia, ii
n?aaiaieth n ?aeeaiie ia ?aaeei e a aacaoao. A neo/aa n oaea e
?aaeei?aeeaiie aieueoia cia/aiea eiaao a?aiy nooie aa auoiaea, e e?iia
yoiai ianoi a ?aeeaiiii aeiea (ia?aua e iineaaeiea ianoa aieaa
i?aaeii/oeoaeueiae).

?anoiaeu ia ?aeeaio iiyaeythony a ?acoeueoaoa:

Iaoa?eaeu Public relations e eioi?iaoeeiiiua iaoa?eaeia

Ia/aoue

Oioia?aoee

Niiini?neay aeayoaeueiinoue

I?iaaaeaiea aeiae ioe?uouo aeaa?ae e o.i.

Ii/oiaua ?anoiaeu

Iiaea?oaiaaiey

*eainoai (Iauanoaa, Oi?aiaua iaeaou)

Ecaioiaeaiea e ?aciauaiea ?aeeaiu

Iieea?aoe/aneeo e aeecaeia?neea oneoae

?aciauaiea a NIE

Oioia?aoee, a?aoeea, aeecaei, oneoae iaoeienoie

Oeiia?aoe/aneea oneoae

Ei??aniiiaeaioeey

Ii/oiaua eaoaeiae

Iieaoa oaea e ?aaeei nooaeee, oneoa aaaeoueo e aeoa?ia

Aiii?a?u ?aeeaiiui aaaionoaai

Noieiinoue ?aeeaiu neaaeoao ioeaieaaoue aeaiyei. Ai-ia?auo
ii?aaeaeythony iauea ?anoiaeu ia eiie?aoiia n?aaenoai (iai?eia?, ieiei
$5 ouny/ ca iiiaioeaaoioth ?aeeaio ia anth no?aieoeo a aeo?iaea);
ai-aoi?uo noieiinoue ia iaeiiai /eoaoaey eee c?eoaey (eae i?aaeei ia
1000 /aeiaae, a aeey aacao ia ieeeeii).

?aeeaia iniiaiuo n?aaenoa i?iecaiaenoaa

Eae iu oaea aiai?eee, aae?aniaaia aieaa oceiio e?oao iioaioeeaeueiuo
eeeaioia, e i?eaeaao aieueoia cia/aiea oaoie/aneie eioi?iaoeee. Ana
aieueoaa cia/aiea a yoie iaeanoe i?eia?aoaao i?eaeaiea e?aneaie
nia?aiaiiie oi?iu oiaa?ai, eiuie neiaaie aeecaei.

Oaeaea eae e a ia?eaoeiaa oiaa?ia oe?ieiai iio?aaeaiey, ?aeeaia iniiaiuo
n?aaenoa i?iecaiaenoaa aace?oaony ia eco/aiee iio?aaiinoae ?uiea.

Enoi/ieeaie eioi?iaoeee aeey aeaiiiai aeaea ?aeeaiu yaeythony.

iauea eaoaeiae e ni?aai/ieee (iai?eia? AAN – Europe Production);

nienee /eaiia oi?aiauo iaeao e nithcia i?iiuoeaiiinoe (a Aa?iaiee
“Industrieverbaende”, a Aano?ee “Fachverbaende”);

?ani?ino?aiyaiua eioi?iaoeeiiiua iaoa?eaeu (aoeeaou, eioi?iaoeeiiiua
ienueia e o.i.);

oneoae eiinoeueoaoeaiuo oe?i (iai?eia? ?aeiiaiaeaoeee eiinaeoeiaiauo
eiiiaiee ainiieueciaaoueny oneoaaie oao eee oe?i aeey aaaeaiey aeciana a
iaciaeiiie no?aia);

eioi?iaoeey iieo/aiiay eiia?annia, neiiiceoiia e niaauaiee;

Iniiaiua e?eoa?ee i?eiyoey ?aoaiee i?e caeoieao iniiaiuo n?aaenoa
i?iecaiaenoaa.

n oi/ee c?aiey iio?aaeoaey n oi/ee c?aiey i?iaeaaoea

oaoie/aneee o?iaaiue oaoie/aneee o?iaaiue

?aioaaaeueiinoue, iieoiaaiinoue oaoie/aneee “iio-oao”

oaoie/aneay c?aeinoue i?iaeoeoeee oaoie/aneee o?iaaiue enneaaeiaaiee e
?ac?aaioie

o?iaaiue ianeoaeeaaiey ?ene aeaoaeoiinoe i?iaeoeoeee

?ene auoiaea ec no?iy eoeueoo?a i?iecaiaenoaa

n?iee iinoaaee i?iaeoeoeee i?aaiecaoeey e eii?aeeiaoeey ?aiiioa e nauoa

n?iee iinoaaee cai/anoae i?aaiecaoeey ?aiiioa

o?iaaiue eiinoeueoaoeee o?iaaiue eaaeeoeeaoeee i?iaeaaoeia

i?anoeae i?iaeaaoea ia ?uiea ea/anoai ?aeeaiu

oeaia, oneiaea e ea/anoai iinoaaee ?aioaaaeueiinoue i?iecaiaenoaa

?aeiiaiaeaoeee ?acoeueoaou aeayoaeueiinoe nauoiaie i?aaiecaoeee

oeiainiaia iieiaeaiea iinoaaueea oi?aaeaiea oeiainaie

yeieiae/aneay /enoioa i?iaeoeoeee iao/ii-oaoie/aneea enneaaeiaaiey

aeecaei o?iaaiue ioaeaea iiuoii-eiino?oeoi?neeo ?aaio e aeecaeia

ee/iia aia/aoeaiea eoeueoo?a nauoiaie i?aaiecaoeee

?ac?aaioea ieaia ?aeeaiu

?ac?aaioea ieaia ?aeeaiu aeeth/aao a naay aeaayoue yoaiia:

Onoaiiaeaiea oeaeae. Oeaee ?aeeaiu, eae iu oaea aiai?eee, iiaoo auoue
?aciua. Iaeie naycaiu n i?inii ia i?iaeoeoeeth, ae?oaea n aa ia?acii.
Eae i?aaeei yoe oeaee eiiaeie?othony. Iai?eia? oe?ia iiaeao
eioi?ie?iaaoue iioaioeeaeueiuo iio?aaeoaeae i naieo iiauo oneoaao, e
iaeiia?aiaiii n yoei iaiiieiaoue ia oaea nouanoaothueo e ia?aeeaeueii
nicaeaaaoue naaa eieaeae, eioi?ie?iaaoue i naiae oeeinioee. Aeaeaa iu
?anneaaeai ia yoii aieaa iiae?iaii

Onoaiiaeaiea ioaaonoaaiiinoe. Iinea onoaiiaeaiey oeaeae, a ?aeeaia, eae
e aacaea, iaiaoiaeeii onoaiiaeoue ioaaonoaaiiinoue. Eoi eiie?aoii aoaeao
caieiaoueny ?aeeaiiie eaiiaieae; iiae?acaeaeaiea oe?iu eee , eae iu oaea
aiai?eee ?aiaa, iacaaeneiia ?aeeaiiia aaaionoai. Oioy /anoi auaaao, /oi
iiieii naieo ?aeeaiiuo ioaeaeia, oe?ia iieuecoaony oneoaaie aiaoieo
?aeeaiiuo aaaionoa, i?e/ai ?aciua aeey eaaeaeie anni?oeiaioiie a?oiiu.

Oeaee, i?eaioe?iaaiiua ia ni?in Oeaee, i?eaioe?iaaiiua ia ia?ac

Eioi?iaoeey

Nicaeaoue ciaiey i ia?ea eee iiaii oiaa?a ia ?uiea, iciaeiieoue
iio?aaeoaeae n iiaui ?anienaieai ?aaiou. Io?aneaaua

?ac?aaioaoue e iiaeaea?aeeaaoue aeaaii?eyoiue ia?ac io?anee, nicaeaoue
iauee ni?in.

Oaaaeaeaiea

Aeinoe/ue i?aaeii/oaiey e i?eaa?aeaiiinoe ia?ee, oaaee/eoue
iinauaaiinoue e o.i. Ei?ii?aoeaiua

?ac?aaioaoue e iiaeaea?aeeaaoue aeaaii?eyoiue ia?ac oe?iu, nicaeaoue
naeaeoeaiue ni?in.

?ac?aaioea ieaia ?aeeaiiuo ia?ii?eyoee

Yoe ieaiu ninoaaeythony, eae i?aaeei, a o?ao iai?aaeaieyo: ii eiie?aoiui
ia?ii?eyoeyi, ii iioaioeeaeueiui iio?aaeoaeyi, ii a?aiaiiiio aniaeoo.
Iniiaiua iiiaiou eioi?ua neaaeoao o/eouaaoue i?e ieaie?iaaiee ?aeeaiiie
?aaiou:

iieiaeaiea oiaa?a

ii ioiioaieth e iioeaai iio?aaeoaey;

ii n?aaiaieth n eiieo?aioaie.

oeaeue ?aeeaiu

noaiaiue ecaanoiinoe;

aeaeaaiue eieaeae.

iauaeo ?aeeaiu

eoi (io?aneue yeiiiieee, eoi ?aoaao, eoi ?aeiiaiaeoao);

aai no?oeoo?a (?acia?u no?oeoo?a oe?iu).

niaea?aeaiea ?aeeaiu

eiioeaioeey (/oi ?aeeaie?oaony);

n?aaenoaa ?aeeaiu

eae (niinia aeiaaaeaiey ?aeeaiu aei ioaeiiai yooaeoa: /a?ac oaeno,
a?aoeeo, ooaeiaeanoaaiiuie n?aaenoaaie).

?aeeaiiue athaeaeao

iauee athaeaeao (n o/aoii naciiiiai oaeoi?a);

a caaeneiinoe io ?aeeaiiuo aiciiaeiinoae eiieo?aioia.

ieai ?aeeaiiuo ia?ii?eyoee

/anoioa iiaoi?aiey ?aeeaiu;

aa ea/anoai;

?aioaaaeueiinoue;

?aciauaiea ?aeeaiu ii eiie?aoiui ?aeeaiiui n?aaenoaai.

ieai ?aeeaiiuo ia?ii?eyoee ai a?aiaiiii ioiioaiee

n?iee ?aeeaiiuo eaiiaiee.

aeaoaeueiue iiaen/ao

iai?eia? a ia?an/aoa ia 1000 oo. eee ae?oaeo aaeeieoe ?aeeaie?oaiie
i?iaeoeoeee a caaeneiinoe io i?iaeaaeiie oeaiu;

eiio?ieue ca yooaeoeaiinoueth ?aeeaiu

niiinoaaeaiea cao?a/aiiuo n?aaenoa n iai?ioaie i?iaeaae.

A caeeth/aiee aua ?ac caiaoei, /oi ?aeeaiie yaeythony ia oieueei aeaeai
?ieeee, ieaeao, iauyaeaiea e oiio iiaeiaiia, a i?aeoe/anee ana
nio?oaeieee i?aaei?eyoey, ia/eiay n ?oeiaiaeeoaey e caeai/eaay aaooa?ii.

Oeaee ?aeeaiu

Ia?aae ?aeeaiie, eae oaea aiai?eeinue ?aiaa, iiaoo auoue iinoaaeaiu
iiiaeanoai eiie?aoiuo caaea/ a iaeanoe eiiioieeaoeee e nauoa, a
caaeneiinoe io oiai aeey /aai iia i?aaeiacia/aia: eioi?ie?iaaoue
oaauaaaoue eee iaiiieiaoue.

Eioi?iaoeaiay ?aeeaia. ?anneac ?uieo i iiaeiea eee i iiauo aiciiaeiuo
i?eiaiaieyo oaea nouanoaothuaai oiaa?a. Iiieii yoiai eioi?iaoeey ia
eciaiaiee oeaiu, i iiauo ieacuaaaiuo oneoaao, ?annaeaaiea niiiaiee e
iianaiee iio?aaeoaey, oi?ie?iaaiea ia?aca oe?iu.

Yoio aeae ?aeeaiu, a iniiaiii i?aiaeaaeaao i?e auaaaeaiee oiaa?a ia
?uiie, eiaaea ioaeii nicaeaoue aai ia?ae/iue ia?ac. Iai?eia?
i?iecaiaeeoaee iaacaee?aiiiai ianea nia/aea eioi?ie?otho iio?aaeoaeae
aai iieueca aeey caei?iauey, aeoniauo ea/anoaao e iiiai/eneaiiuo
niiniaao eniieueciaaiey i?iaeoeoa.

Oaauaaaoaeueiay ?aeeaia. Oi?ie?oao i?aaeii/oaiea e ia?ea, no?aieony
ia?aeeth/eoue n ia?ee eiieo?aioia ia naith. Eciaiyao aini?eyoea
iio?aaeoaeai naienoa oiaa?a, no?aieony iiaoaeeoue aai niaa?oeoue iieoieo
ia ioeeaaeuaay eee i?eiyoue eiiieaiyaea?a.

Oaauaaaoaeueiay ?aeeaia i?eia?aoaao iniaoth cia/eiinoue ia yoaia ?inoa,
eiaaea noieo caaea/a oi?ie?iaaiey ecae?aoaeueiiai ni?ina. Iia no?aieony
ooaa?aeeoue i?aeiouanoaa iaeiie ia?ee ca n/ao eiie?aoiiai n?aaiaiey aa n
ae?oaeie ia?eaie aeaiiiai oiaa?iiai eeanna. Oae iacuaaaiie
n?aaieoaeueiie ?aeeaiie iieuecothony a oaeeo oiaa?iuo eaoaai?eyo eae,
iai?eia?, iithuea n?aaenoaa (iai?eia? iuei “Safe Guard”, coaiay ianoa
“Blend a med”). Nthaea aea iiaeii ioianoe ?aeeaio aaoa?aae “Duracell”,
aaoiiiaeeueiuo oei “Bridge Stone” e ae?.

Iaiiieiathuay ?aeeaia. Iaiiieiaao iio?aaeoaeyi i oii, /oi oiaa? iiaeao
auoue ei iieacai a aeeaeaeoai aoaeouai, eioi?ie?oao i oii, aaea aai
iiaeii i?eia?anoe, oaea?aeeaaao oiaa?u a iaiyoe a ia?eiaeu iaaenaciiuey.
E i?eia?o ?aeeaia iaaaceia ii i?iaeaaea aeoaeaiie a eiioea eaoa – ia/aea
inaie.

Yoa ?aciiaeaeiinoue ?aeeaiu /?acau/aeia aaaeia ia yoaia c?aeinoe aeey
oiai /oiau iio?aaeoaeue ia caaue i oiaa?a. ?aeeaiiua oaea- ?ieeee
eaiiaiee “Pepsi Co” eiatho naiae oeaeueth i?inoi iaiiiieoue ethaeyi i
iaieoea e eioi?ie?iaaoue eee oaaaeaeaoue eo. ?yaeii n iae noieo e
iiaee?aieythuay ?aeeaia, eioi?ay no?aieony oaa?eoue iieoiaoaey a
i?aaeeueiinoe naeaeaiiiai auai?a. Aeiaieueii /anoi ciaiaieoinoe n
ieaeaoia eee n oaeaye?aiia ainoi?aathony eaeei eeai i?iaeooii, eee
iniaaiiinoueth aai eniieueciaaiey (Ae. Iaeeeia a ?aeeaia oaiioiy “Head &
Shoulders” eee I. Oiiaiei ?aeeaie?othuee eiiiuethoa?u “Vist-1000”).

?aeeaia eae iniiaiie yeaiaio noeioee?iaaiey

?aeeaio iiaeii eniieueciaaoue eae aeey nicaeaiey aeieaia?aiaiiiai
noieeiai ia?aca oiaa?a, oae e aeey noeioee?iaaiey auno?iai nauoa. Iia
yaeyaony yooaeoeaiui niiniaii oe?ieiai aaia?aoe/aneiai ioaaoa ianaeaiey,
i?e yoii a ?an/aoa ia iaeei ?aeeaiiue eiioaeo ioaeiu iaaieueoea
ecaea?aeee. Aeey oaea?aeeaiu, eae oaea aiai?eeinue ?aiaa, iiaoo
iio?aaiaaoueny e?oiiua anneaiiaaiey, aacaoiay ?aeeaia o?aaoao ai?acaei
iaiueoeo cao?ao.

Iaeioi?ua /a?oo ?aeeaiu:

Iauanoaaiiue oa?aeoa?. Iineieueeo ?aeeaiiia ia?auaiea iieo/aao n?aco
iiiaeanoai ethaeae iieoiaoaeue ciaao, /oi iioea, eioi?ui ii
?oeiaiaenoaoaony yaeyaony caeiiiui e iauai?eiyoui.

Niiniaiinoue e oaauaaaieth. E?oiiiianooaaiay ?aeeaia i?iaiaeeiay
i?iaeaaoeii yaeyaony naeaeaoaeuenoaii aai i?aoniaaaiey e iiioey?iinoe e
aaee/eiu. Iia aeaao aiciiaeiinoue iieoiaoaeth ioeaieaaoue e n?aaieaaoue
ia?auaiey ?aciuo eiieo?aioia.

Yeni?anneaiinoue. I?e iiiiue i?aaeeueiiai eniieueciaaiey oeaaoa, caoea ,
oeiia?aoneiai o?eooa ?aeeaia aeaao aiciiaeiinoue a?ineiai e y?eiai
i?aaenoaaeaiey i oe?ia e aa oiaa?ao. Oioy eiiaaea, ca a?ineinoueth,
oa?yaony iniiaiay nooue ia?auaiey.

Iaacee/aiiinoue. ?aeeaia ia yaeyaony noieue aea ee/iinoiui aeoii eae
iaiin?aaenoaaiiia iauaiea n i?iaeaaoeii. Aoaeeoi?ey ia eniuouaaao
ioaaonoaaiiinoe ca iaiaoiaeeiinoue ?aaae?iaaoue eee ioaaoeoue. ?aeeaia –
yoi iiiieia n aoaeeoi?eae.

Oi?ie?iaaiea ?aeeaiiiai ia?auaiey

Aeey oiai, /oiau i?aaeeueii ?aoaoue iinoaaeaiiua ia?aae ?aeeaiie
caaea/e, aa ?ac?aaio/eee iieuecothony ?aciuie iaoiaeaie. Iiiaea eaeae
aicieeatho iinea aanaae n iio?aaeoaeyie, ?ani?ino?aieoaeyie e
i?iaeaaoeaie. ?aeeaiiay eaiiaiey ieaa “Oeeoe” iiae aeaaecii “Eiaaea o
aan iao “Oeeoea” – o aan iao ieaa” aicieeaea iinea oiai, eae ?aaioiee
?aeeaiiiai aaaionoaa neo/aeii oneuoae yoo o?aco a ieaiii aa?a: iaeei ec
eeeaioia neacae aa aa?iaio a ioaao ia niiauaiea, /oi “Oeeoea” iao.

Iaeioi?ua oai?/aneea ?aaioieee iuoathony i?aaenoaaeoue naaa, eaeie oei
aiciaa?aaeaeaiey – ?aoeeiiaeueiia, /oanoaeoaeueiia iauanoaaiiia
oaeiaeaoai?aiea eee oaeiaeaoai?aiea naiiethaey – iieoiaoaee
?ann/eouaatho iieo/eoue a aeaea ia?aaeeaaiey. Eae i?aaeei, ai iiiaeanoaa
?aciuo oeiia ?aeeaiiuo ia?auaiee ni/aoathony oeiu aiciaa?aaeaeaiey n
oeiaie ia?aaeeaaiey.

I?aaeaea anaai ia?auaiea aeieaeii niiaueoue iio?aaeoaeth ia/oi
aeaeaoaeueiia eee eioa?aniia i oiaa?a, e e?iia yoiai /oi-oi eioa?aniia e
iniaaiiia, ioee/athuaa aeaiioth ia?eo io ae?oaeo. Iii aeieaeii auoue
i?aaaeiiiaeiaiui e aeieacoaiui.

Aicaeaenoaea ia?auaiey caaeneo ia oieueei io oiai, /oi neacaii, ii e io
oiai eae yoi neacaii. ?aoathuaa cia/aiea ia?auaiea iiaeao eiaoue a oaeeo
oiaa?iuo eaoaai?eyo, eae iithuea n?aaenoaa, neaa?aou, eioa e ieai.
Iineieueeo yoe oiaa?u noiaee eiaiii ia?auaiea iicaieyao auaeaeyoue
iaiaoiaeeiua ia?ee ai iiiaeanoaa ae?oaeo. E?iia yoiai ?aeeaiiaeaoaeth
iaiaoiaeeii, /oi au ia?auaiea i?eaeaeei aieiaiea oeaeaaie aoaeeoi?ee.

A ia/aea ?aeeaiiaeaoaeue i?aaeinoaaeyao caaeaiea ia ?ac?aaioeo oaenoa
aoaeouaai iauyaeaiey, a eioi?ii iaiaa?eaaao aai iniiaiua iiiaiou
(caaea/e, niaea?aeaiea, a?aoiaioaoeeth). Iinea yoiai i?ioanneiiaeai
i?aaenoieo iaeoe noeeue, iaiaoiaeeiua neiaa, oii e oi?io aiieiuaiey
ia?auaiey.

Ethaia ia?auaiea iiaeao eiaoue ?aciua noeee.

Ca?eniaea n iaoo?u. Yoi iiaeao auoue, iai?eia?, aeaaiiieo/iay naiuey
?aaeueiie aeiiaoiae ianoaiiaea au?aaeathuay oaeiaeaoai?aiea io iiaiai
iueanina.

Aeoeaioe?iaaiea ia?aca aeecie. Aeaeaaony oii? ia ii?aaeaeaiiue noeeue
aeecie. Iiaeii i?eaanoe i?eia? ?aeeaiu ia?othia?ee “Harley Davidson” –
Aeoo naiaiaeu.

Oaioaceeiay ianoaiiaea. (Aeia?i iiaeaeiaaoue a ie? Wispa. Ie? e?aniou,
?iiaioeee e n/anouey).

Nicaeaiea iano?iaiey eee ia?aca. Iai?eia? ?aeeaia oieieaaeia Dove,

Hershey’s (Auaatho ieioou ioaa/aiiua iaaeiinoue e ethaiaueth), “Bounty”

(?aeneia ianeaaeaeaiea).

Ithceee. Ianeieueei eeoe eee ia?niiaaeae iitho ianith i oiaa?a, eae
iai?eia?, a ?aeeaia oe?iu Coca-Cola.

Eniieueciaaiea neiaiee/aneiai ia?niiaaea. (Eiaaie Iaeueai?i, E?ieee a
?aeeaia iaieoea “Nesquik”).

Aeoeaio ia oaoie/aneii eee i?ioanneiiaeueiii iiuoa. Iai?eia? einiaoieia
a ?aeeaia iuea “Lux”, eee noiiaoieia a ?aeeaia “Blend a Med”.

Eniieueciaaiea aeaiiuo iao/iiai oa?aeoa?a. Eae iai?eia? i?e ?aeeaiiie
eaiiaiee iuea “Safe Guard”.

Eniieueciaaiea naeaeaoaeuenoa a iieueco oiaa?a. Eiaaea oiaa?, eae auei
neacaii auoa, ?aeeaie?oaony ciaiaieoinoyie eee i?inouie ethaeueie
cayaeythueie, eae ii ei i?aaeony.

Iaeiia?aiaiii aeieaeai auoue iiaeia?ai e iiaeoiaeyuee oii. Eiiiaiey
Philips naith ?aeeaio a iiceoeaiii oiia, i?e yoii eiiaaea i?enoonoaoao
iaaieueoie iaeao “e?ooeciu”. Iaeie oe?iu a naieo ?aeeaiiuo eaiiaieyo
iia?e?otho e /oanoao thii?a thii?, ae?oaea “nieeaeiinoe” ?aeeaiu.

Eiaaea iaiaoiaeeii i?eaaaiooue e oneoaai ?aeeaiiiai aaaionoaa

?aeeaiiia aaaionoai nio?aieo aai iiiai a?aiaie, iiiiaeao naeaeaoue
i?aaeeueiue auai?, niiaueo e?aeiea n?iee aioiaiinoe ?aeeaiiie
i?iaeoeoeee. Iiiai oi?ioeo ?aeeaiiuo eaiiaiee auei ni?aaii aeaaeie
iaia?aieyie oicyaa aeciana. Iie ciaee ana i naiai aeaea ii ie/aai i
?aeeaia e i?iaeaeaeaiee. E niaeaeaieth i/aiue iiiaea, niaa?oaiii ia
ii?aaaeaii n/eoatho, /oi iie iaeaaeatho oi?ioeie ?aaeaeoi?neeie, eee
aeecaeia?neeie niiniaiinoyie.

Aeey oiai, /oiau aeaoue ioaao, aeaaaeoa iii?iaoeoa ioaaoeoue ia
neaaeothuea aii?inu:

Aea Iao

Ecaanoii ee aai ioeoaea i?eoiaeeo iiaue aecian? (

Ioneaaeeaaaoa ee au iiaua enoi/ieee ?ano?nia? (

Neaaeeoa ca ?aeeaiie e “Aee?aeo iyee”? ( (iu aeieaeiu naeaeaoue
aieueoa!)

?anoiaeoaoa ee n?aaenoaa ia ?aeeaio a niioaaonoaee n aaoei oiaa?ii.
Oneoaie?

(

Ieaie?oaoa naie eieaeae aeaeaea aia?aae e a ?aciuo iaeanoyo? ( (aeieaeai
auoue neeueiaa!)

Anoue ee o aan i?ioanneiiaeueii ?ac?aaioaiiue eiaioei?

(

I?aaeinoaaeyaoa ee auaiaeu naiei eeeaioai?

(

Ciaaoa ee eoi ?aaioaao, eoi ia ?aaioaao e ii/aio? (

Eiaaoa ee aiaeiaie ieai ii ?aeeaia, “Iaaeee ?aeyeoic”, i?iiiooaio

(

I?eaeaeaaoa ee aanue naie ia?niiae e i?ioeanno i?iaeaeaeaiey oiaa?ia? (

?aeeaie?oaoa ee naiaio ia?niiaeo oaeaea oi?ioi eae e ?uieo nauoa ?

((ia aeinoaoi/ii)

Iacia/ay eiai-oi ia aeieaeiinoue oaa?aiiu ee au, /oi aao ieai aoaeao
auiieiai?

(

Eiaaoa ee oi?ioea nayce n i?aaenoaaeoaeyie NIE e niaoeeaeenoaie ii
?aeeaia?

(

Anoue ee o aan i?ioanneiiaeueii ecaioiaeaiiua a?ioth?u aaoai aeciana?

(

Iiauoaaoa ee aeinoeaeaiey i?iiiooaia io i?iaeaaee e i?iaeaaea? (

Eiaaoa ee i?ioanneiiaeueiua aeo?eiu e ianoa oi?aiaee?

(

Aiaeece?oaoa ee aaoeo aiciiaeiuo eiieo?aioia, i?e auai?a iaoiaea
i?iaeaeaeaiey oiaa?a?

(

Aeey anao ioaaoia iao o aan anoue i?e/eiu aeey oiai, /oiau
ainiieueciaaoueny oneoaaie i?ioanneiiaeueii ?aeeaiiiai aaaionoaa.

CAia?u oi?aiaie yooaeoeaiinoe ?aeeaiu

Ianeieueei oaaee/eaaaony iauai i?iaeaae anee i oiaa?a noaei ecaanoii
aeiiieieoaeueii 25-oe i?ioeaioai aoaeeoi?ee, a i?aaeii/oaiea e ia?ea
oaaee/eeinue ia 10 i?ioeaioia. *oiau ioaaoeoue ia yoio aii?in neaaeoao
i?iecaanoe o.i. caia?u oi?aiaie yooaeoeaiinoe. Aeey yoiai nouanoaoao
aeaa iniiaiuo niiniaa. Niinia n?aaiaiey iauaiia i?iaeaae n ?anoiaeaie ia
?aeeaio ca ii?aaeaeaiiue ia?eiae a?aiaie e niinia ?ac?aaioee nianoaaiiie
yenia?eiaioaeueiie i?ia?aiiu.

Ioaeae e?anie ei?ii?aoeee Aethiii ?acaeaeee 56 nauoiauo oa??eoi?ee ia
o?e a?oiiu: n aunieie n?aaeiae e ieceie aeieae ?uiea. A ia?aie a?oiia
?aeeaiiua ?anoiaeu inoaaeee aac eciaiaiee, ai aoi?ie oaaee/eee a 2.5
?aca, a o?aoueae oaaee/eee a 4 ?aca. A ?acoeueoaoa yoiai auei
onoaiiaeaii, /oi n iiauoaieai o?iaiy cao?ao ia ?aeeaio oaiiu ?inoa nauoa
caiaaeeyeenue, neaaaa anaai ?in nauo a a?oiia oa??eoi?ee n aunieie
aeieae ?uiea.

Aeaiueae auaeaeaiiua ia ?aeeaiu aanueia i?inoi ?ano?aoeoue aionooth.
*oiau ecaaaeaoue yoiai ioaeii /aoei noi?ioee?iaaoue caaea/o, i?eiyoue
i?iaeoiaiiua ?aoaiey ioiineoaeueii ?aeeaiiiai athaeaeaoa, aua?aoue
ia?auaiey e n?aaenoaa ?aeeaiu, a oaeaea i?iecaanoe i?aaeeueioth ioeaieo
?acoeueoaoia ?aeeaiiie aeayoaeueiinoe. Iinoiyiii oneeeaathueany
?aaoee?iaaiea a iaeanoe ?aeeaiu o?aaoao ioaaonoaaiiiai iiaeoiaea e
inouanoaeaieth ?aeeaiiie i?ia?aiiu oe?iu.

Ii?aaeaeaiea yooaeoeaiinoe ?aeeaiu

Oniao eee iaoaea/a ?aeeaiiie eaiiaiee ii?aaeaeyaony oai, ianeieueei iia
iiiiaea a i?iaeaeaeaiee oiaa?ia. Nouanoaoao aeaa noaiaie ioeaiee: iaeia
ia iniiaa oi?ie?iaaiey i?aaenoaaeaiey i oiaa?a o iio?aaeoaey, ae?oaay –
ii oaaee/aieth nauoa. Oaeaea aeiaieueii iaeaaei ioee/eoue aeinoeaeaiey
?aeeaiu io ae?oaeo oaeoi?ia, aeeythueo ia ia?ac oiaa?a eee iauai aai
nauoa.

A 1982 a. e?oiiaeoea ?aeeaiiua aaaionoaa NOA i?eoee e niaeaoaieth a
ioiioaiee iniiaiuo i?eioeeiia ecia?aiey yooaeoeaiinoe ?aeeaiu.

Eniieueciaaoue aeaiiua naycaiiua n oeaeyie ?anniao?eaaaiie ?aeeaiu.

Ia?aae i?iaaaeaieai aiaeeca neaaeoao ii?aaeaeeoue eae aoaeao
eniieueciaaoueny ?acoeueoao.

Ni/aoaoue ?acee/iua iaoiaeu ecia?aiey, iineieueeo i?iaaaeaiea iaeiiai
iaaeinoaoi/ii.

Nenoaia i?iaa?ee aeieaeia iniiauaaoueny ia ?aoaieyo iio?aaeoaeae.

Iaiaoiaeeii o/eouaaoue eniieueciaaiea iiaoi?iie ?aeeaiu.

I?e n?aaiaiee aeueoa?iaoeaiuo ?aeeaiiuo iauyaeaiey eaaeaeia o?aaoao
iaeeiaeiaie iiaeaea?aeee.

Neaaeoao ecaaaaoue i?eno?anoee e i?aaeoaaaeaeaiee.

Neaaeoao /aoei ii?aaeaeeoue i?eioeeiu auai?ee.

Oieueei oi?ioay i?iaa?ea oi/ia e iaaeaaeia.

Iieiaeeoaeueiua e io?eoeaoaeueiua noi?iiu ?aeeaiu

?aeeaia iiaeao i?eaea/ue aieueoie, aaia?aoe/anee oe?ieee ?uiie. Aaeeiia
iineaiea ia?aaeaaony n?aco anae oeaeaaie aoaeeoi?ee. Aeey ia/aoiuo
n?aaenoa oe?aae ecaeaiey iiauoaaony ia?aaea/ae yecaiiey?a iaeiiai
/eoaoaey – ae?oaiio. E?iia oiai iio?aaeoaee iiaoo iiaoi?ii i?i/eoaoue
iauyaeaiea. ?anoiaeu ia iaeiiai c?eoaey eee neooaoaey aeinoaoi/ii iecee.
A ?aeeaia iiaeii eniieueciaaoue oe?ieee aeeaiacii n?aaenoa: io
iaoeeiiaeueii oaeaaeaeaiey aei ianoiuo aacao. ?aeeaia eiio?iee?oaony
niiini?ii, iineieueeo ii caeioa?aniaai a iae e ioaaonoaaiai ca aa
niaea?aeaiea (aianoa n NIE).

?aeeaia i?ieeaaeuaaao iooue aeey ia?niiaeueiuo i?iaeaae. Ii?iaeaeay
eioi?ie?iaaiiinoue aoaeeoi?ee nicaeaao aeaaii?eyoiia ioiioaiea e
i?iaeoeoeee oe?iu. E?iia oiai iia iicaieyao nouanoaiaaoue ?icie/iie
oi?aiaea, iniiaaiiie ia naiiianeoaeeaaiee, aeaaea oeaeie io?anee –
i?iaeaaea ii ii/oa. Eniieuecoy no?aoaaeth i?eoyaeaaiey ?aeeaia iicaieyao
oe?ia aeaiiino?e?iaaoue iaee/ea ni?ina o iio?aaeoaeae, eae naie eaiae
nauou.

Io?eoeaoaeueiay noi?iia ninoieo a ionoonoaee aeaeinoe a ?aeeaiiuo
iauyaeaieyo, o?oaeiinoe eo i?eniiniaeaiey e ioaeaeai e iniaaiiinoyi
iio?aaeoaey. Cia/eoaeueiay /anoue eioi?iaoeee i?eoiaeeoueny ia o.i.
aaniieacioth aoaeeoi?eth.

Iaeioi?ua aeaeu ?aeeaiiie aeayoaeueiinoe o?aaotho aieueoeo aeiaeaiee,
aeaaea anee ia iaeiiai c?eoaey eee /eoaoaey iacia/eoaeueiu. Yoi iiaeao
auoue i?aiyonoaeai aeey iaaieueoeo oe?i a eniieueciaaiee iaeioi?uo
n?aaenoa eioi?iaoeee.

O ?aeeaiu aeinoaoi/ii neiaeii iieo/eoue ia?aoioth naycue, a auno?oth
ii/oe iaaiciiaeii.

N?aaenoaa ianniaie eioi?iaoeee i?eaeaeatho iiiaeo ethaeae, ia
eioa?anothueony ?aeeaiie. I?aaiecaoeee caieiathueany ?aeeaiie ii
oaeaaeaeaieth icaai/aiu oai oaeoii, /oi oaeac?eoaeue eniieuecoao ioeueo
aeenoaioeeiiiiai oi?aaeaiey aeey ia?aeeth/aiey ia ae?oaea eaiaeu ai
a?aiy aeaiiino?aoeee ?aeeaiu.

caeeth/aiea

A ?aieao aeiaaeueiie no?aoaaee ?acaeoey eiiiaiee iai?aaeaiiie ia
aeinoeaeaiea aeieain?i/iuo caaea/ e oeaeae , iniaia cia/aiea
i?eia?aoatho oneeey eiiiaiee ii eniieueciaaieth ?aeeaiu e i?iiiooaia a
ea/anoaa iniiaiuo n?aaenoa ia?eaoeiaiauo eiiioieeaoeee.

N oeaeueth iaeaieaa yooaeoeaiiai ?aoaiey no?aoaae/aneeo caaea/ a iaeanoe
?aeeaiu iaiaoiaeeii /aoei i?aaenoaaeaiea i aeciana e iniaaiiinoyo
oiaa?a, ciaoue neeueiua e neaaua noi?iiu eiiiaiee , iaeaaeaoue
eioi?iaoeeae i ?uiea – ciaoue aiciiaeiinoe eioi?ua ii i?aaeeaaaai, e
i?aaenoaaeyoue naaa i?iaeaiu aeayoaeueiinoe ia yoii ?uiea (o.i. SWOT
AIAEEC ) . Iaiaoiaeeii /aoei nieaie?iaaoue ?aeeaiioth eaiiaieth a
ioiioaiee n?ieia n?aaenoa ?aeeaiu, caaeaenoaiaaiiuo a eaiiaiee,
?aeeaiiiai athaeaeaoa e o.ae.

?aeeaia ia oieueei iicaieyao eioi?ie?iaaoue iio?aaeoaeae i oiaa?a ia
eioi?ue anoue ni?in ia ?uiea, ii e nicaeaaaoue yoio ni?in, a iniaaiiinoe
ia ?acaeaathueony ?uieao (iai?eia? a ?innee).

Oaeei ia?acii yooaeoeaiia eniieueciaaiea n?aaenoa ia?eaoeiaiauo
eiiioieeaoeee (?aeeaiu e i?iiiooaia) iicaieyao ?aoaoue no?aoaae/aneea e
oaeoe/aneea caaea/e oe?iu, naycaiiua n aeiaaeueiie ienneae eiiiaiee ia
?uiea.

EEOA?AOO?A

Ianeii I.O. Aeueaa?o I., Oaaeio?e O. “Iniiau iaiaaeaeiaioa”; ia?. n
aiae. iiae. ?aae. E.I. Aanaiei. I: Aeaei. 1997.

Aa?/eeiaa E.I. “Iaiaaeaeiaio”; O/aaiee – 3-a ecae. ia?a?aa. e aeii. –
I.: Aaiee e ae?aee, THIEOE, 1997.

Eioea? O. “Iniiau ia?eaoeiaa”.; ia?. n aiae. iiae. ?aae.

A.I. Iaiueeiaie. NIa: Ainoaea?noaaiiay oeiia?aoey ?4, 1994.

PAGE

PAGE 1

IOeAIEA ?AEEAIIIE I?IA?AIIU

Eiiioieeaoeaiay yooaeoeaiinoue

oi?aiaay yooaeoeaiinoue

IINOAIIAEA CAAeA*

Oeaeue eiiioieeaoeee, oeaee nauoa

?AOAIEA I ?AC?AAIOEA ATHAeAEAOA

Iaoiae en/eneaiey io iaee/iuo n?aaenoa Iaoiae eiieo?aioiiai ia?eoaoa

Iaoiae en/eneaiey “a i?ioeaioao e noiia i?iaeaae Iaoiae en/eneaiey
“enoiaey ec oeaeae e caaea/”

?AOAIEA I ?AEEAIIII IA?AUAIEE

Oi?ie?iaaiea eaeae ia?auaiey

Eniieiaiea ia?auaiey

Ioeaiea e auai? aa?eaioia ia?auaiey

?AOAIEss I N?AAeNOAAO ?ANI?INO?AIAIEss EIOI?IAOeEE

Ioaao, /anoiinoue, aicaeaenoaea

Iniiaiua aeaeu n?aaenoa ?ani?ino?aiaiey eioi?iaoeee

Eiie?aoiua iineoaee ?aeeaiu

Ioe?uoay (i?yiay) ?aeeaia;

Ne?uoay (einaaiiay) ?aeeaia;

?aeeaia, iai?aaeaiiay ia ?anoe?aiea nauoa oiaa?ia e oneoa

?aeeaia naiiai i?aaei?eyoey

?aeeaia ia ecaioaaeeaaaioth i?iaeoeoeeth e a? eniieueciaaiea

1. Onoaiiaeaiea oeaeae

2. Onoaiiaeaiea ioaaonoaaiiinoe

3. Ii?aaeaeaiea athaeaeaoa

4. ?ac?aaioea oai

5. Auai? n?aaenoa ?aeeaiu

6. Nicaeaiea ?aeeaiiuo iauyaeaiee

7. Auai? a?aiaie ?aeeaiu

8. Aiaeec niaianoiuo oneeee

9. Ioeaiea iieo/aiiiai ?acoeueoaoa (oniao/iaoaea/a)

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