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Сущность рекламы в маркетинге

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IINEIANEEE AINOAeA?NOAAIIUE IOE?UOUE OIEAA?NEOAO

Eo?niaay ?aaioa

“Nouiinoue ?aeeaiu a ia?eaoeiaa”

Nooaeaioee 3 eo?na aa/a?iaai ioaeaeaiey

oaeoeueoaoa Eiaeaia?iiai aeciana

Na?aaaaie Ae.A.

I?aiiaeaaaoaeue

Ieeieaaaa A.O.

Iineaa 1996

NIAeA?AEAIEA.

No?.

Aaaaeaiea. 3

Aeaaa I Nouiinoue e ninoaaeythuea ?aeeaiu.

Nouiinoue ?aeeaiu. 5

?aeeaia eae i?ioeann ec /aou?ao ninoaaeythueo. 6

Aeaeu ?aeeaiu. 9

Aeaaa II Iiaeoiaeu e ?anniio?aiea ioaeaeueiuo aeaeia ?aeeaiu.

Oeaee ?aeeaiu.

?aeeaiiia ia?auaiea. 11

12

Noeeue ?aeeaiu.

N?aaenoaa ?ani?ino?aiaiey eioi?iaoeee. 13

15

Aeaaa III ?aeeaia a naycyo n iauanoaaiiinoueth. Oeiainiaay ?aeeaia.

18

Aeaaa IV ?aeeaia e ?aeeaiiay iieeoeea IAI “Iaooyiay eiaanoeoeiiiay
eiiiaiey IEEiee” 21

Caeeth/aiea. 23

Nienie enoi/ieeia eeoa?aoo?u. 25

?aeeaia, eioi?ie auiaea noaeueaa noaoue naiui aacaeanouei,

naiui oa?aeoa?iui e naiui aeioiaeiui aeaeii

aia?eeaineie ia/aoiie i?iaeoeoeee, aeiaeeanue i?eciaiey

oieueei ai aoi?ie iieiaeia XIX a. Yoie iiaie

noaeeoa?aoo?a noaeaeaii auei cao?iiooue nie?iaaiiua

/oanoaa ethaeae e ieacaoue ia iaoeeth oaeia ia?iiiia

aeeyiea, eaeiai ia i?iecaiaeeee ca ana enoi?eth ie

nayuaiiua, ie naaoneea ienaiey. A Aia?eea na?aaeeiu XX

a. neea ?aeeaiiiai neiaa e ?aeeaiiiai ia?aca caoieea

niaie iiuue anae i?i/ae eeoa?aoo?u.

Enoi?ee Aeaieye Ao?noei a eieaa

“Aia?eeaioeu: iiuo aeaiie?aoee”

AAAAeAIEA.

Ia ?oaaaea 80-o e 90-o aiaeia i?iecioae ianoiyuee aoi ?acaeoey ?aeeaiiie
io?anee ii anai iai?aaeaieyi.

A ianoiyuaa a?aiy iiaeii iaaeyaeii iaaethaeaoue noaiiaeaiea e ?acaeoea
?aeeaiu a ?innee, iineieueeo eiaiii iaoa no?aia ia aeaiiue iiiaio
yaeyaony e?oiiaeoei e iaeiei ec iaeaieaa auaiaeiuo ?uieia aeiaeaiey
eaieoaeia e eiaao iaeaieueooth aieinoue ?uiea ?acee/iuo oiaa?ia.
Iniiaiie oii? aeaeaaony ia i?eaea/aiea iiauo eeeaioia e i?aaeinoaaeaiea
iaeaieaa iia?aoeaiie e ?aciinoi?iiiae eioi?iaoeee ii eioa?anothuei
eeeaioa eiiiaieyi. A oneiaeyo aeinoaoi/ii aeanoeie eiieo?aioeee ia?aae
eaaeaeie ec eiiiaiee noieo caaea/a nicaeaiey naiaai nianoaaiiiai eiaie,
au?aaioee iniiaiie eiioeaioeee e iieeoeee, i?iaiaeeiie ia ?uiea, a
oaeaea, eae iniiaiay oeaeue, i?eaea/aiea eiaanoi?ia e ia?oia?ia. Eiaiii
yoe caaea/e, eae i?aaeei, ?aoaao iaiaaeaea? ii naycyi n
iauanoaaiiinoueth e ?aeeaia.

Ooieoeey oeiainiauo ioiioaiee, eioi?oth auiieiyao iaiaaeaea?, ninoieo a
?ac?aaioea ieaia, iiceoeee e iai?aaeaiee aeayoaeueiinoe eiiiaiee ia
?uiea, a oaeaea a iauyniaiee “iiaaaeaiey” oiai eee eiiai oiaa?a
iio?aaeoaeyi, eiaanoi?ai e oeiainiaui e?oaai. ?acee/ea iaaeaeo
iaiaaeaea?ii ii naycyi n iauanoaaiiinoueth e niaoeeaeenoii ii oeiainiaui
ioiioaieyi ninoieo a iaiaoiaeeiinoe aeey iineaaeiaai iiieii
i?ioanneiiaeueiuo eiiioieeaoeaiuo ea/anoa iaeaaeaoue niaoeeaeueiuie
oeiainiauie ciaieyie e auoue niiniaiui eaaei iaoiaeeoue iauee ycue n
?acee/iuie aoaeeoi?eyie – io /anoiuo eiaanoi?ia e ?yaeiauo
aeiiioicyae-iieoiaoaeae aei iiuoiuo aiaeeoeeia, ?aaioathueo ia ?uiea.

Aei iaaeaaiaai a?aiaie iieiinoueth ionoonoaiaaea ii?iaoeaii-i?aaiaay
aaca ?aeeaiiie aeayoaeueiinoe a ?innee. ?aeeaiiaeaoaee ia ioaa/aee ca
aeinoiaa?iinoue naiae ?aeeaiiie eioi?iaoeee e ia ianoe ieeaeie
ioaaonoaaiiinoe ca aa niaea?aeaiea.

Ionoonoaea iaaeaaeiie th?eaee/aneie aacu – ia aaeeinoaaiiue oaeoi?,
io?eoeaoaeueii aeeythuee ia ?acaeoea ?aeeaiiie io?anee aeiaa?ea e iae
?yaeia iio?aaeoaeae e i?ioanneiiaeia.. I/aiue /anoi ae?oaea i?e/eiu
ea?atho ia iaiaa aaaeioth ?ieue. Ieeeeiiu ?inneyi auee iaiaioou oaeeie
no?oeoo?aie, eae “III”, “?onneee aeii Naeaiaa” e o.ae., auioneaaoeie oae
iacuaaaiua i?aaeuyaeoaeueneea aeoeee, eioi?ua ia auee iaania/aiu
ieeaeeie iaoa?eaeueiuie oeaiiinoyie, eiaaoea aa?anneaioth ?aeeaiioth
eiiiaieth.

Ii, ianiio?y ia ana i?aiyonoaey, ?aeeaia a ?innee ?acaeaaaony. Eeoue
iaiiiaea eiiia?/aneea i?aaei?eyoey iiaoo naaiaeiy oniaoii aanoe aeaea
aac ?aeeaiu a oii eee eiii aeaea. A e?oiiuo oe?iao, aaea anoue ooaoiua
niaoeeaeenou e iaania/aia iiaeaea?aeea ?aeeaiiiai aaaionoaa, ?aciua
ooieoeee eaaei ?ani?aaeaeeoue n?aaee iiaeoiaeyueo aeey eo auiieiaiey
?aaioieeia. Iiiaea iauaiaoeeiiaeueiua ?aeeaiiaeaoaee aaeaaiaeii o?aoyo
ieeeeiiu aeieea?ia e ioioii ?eneotho ia?iiiuie noiiaie ?aaee
auaaaeaiey ia ?uiie iiauo ia?i/iuo oiaa?ia eee oneoa. E iaiai?io,
iaeeay oe?ia aeieaeia iaania/eoue ecaea/aiea iaeneiaeueiie auaiaeu ec
eaaeaeiai oeaioa, auaeaeaiiiai ath ia aeinoeaeaiea ecaanoiinoe. Enoaoe,
ia ia/aeueiuo yoaiao ?acaeoey, eiaaea i?eaea/aiea i?ioanneiiaeueiuo
oneoa ieacuaaaony aua ia ii ea?iaio, aeaaeaeueoeo eee eiiia?/aneiio
aee?aeoi?o i?eoiaeeony auiieiyoue a ieieaoth?a ana ooieoeee, eioi?ua a
e?oiiuo oe?iao aoiaeyo a iaycaiiinoe yenia?oia e nio?oaeieeia eo
?aeeaiiuo aaaionoa. Aio i?eoiaeeony auoue e eiioaeoi?ii, e ?ac?aaio/eeii
ieaia eniieueciaaiey n?aaenoa ?aeeaiu, e oaenoiaeeii, e caeoiueeii
ooaeiaeanoaaiiiai ioi?ieaiey, e caeoiueeii ianoa a n?aaenoaao
ia/aoiie ?aeeaiu, e eiio?iea?ii ca i?iecaiaenoaii enoiaeiuo iaoa?eaeia
aeey ?aeeaiu a i?anna, e niaoeeaeenoii ii i?yiie ii/oiaie ?aeeaia
(“aee?aeo iaee”), e oi?aaeythuei ii ioi?ieoaeueneei ?aaioai, e
niaoeeaeenoii a ae?oaeo iaeanoyo.

Iaaa?iia, ia iiiai iaeaeaony iauanoaaiiuo yaeaiee, iiaiea i eioi?uo a
iaoae no?aia auei au noieue ?acii?a/eai, eae i ?aeeaia. N iaeiie
noi?iiu, anoue iaiaei naeaeaoaeuenoa, /oi ethaee ioaeaeathony a iae,
aeaaea euoo aa. Iiiaea io?anee ia?iaeiiai oicyenoaa eniuouaatho
ianoiyuoth iio?aaiinoue a iia?aoeaiii iiiaauaiee iio?aaeoaeae. E yoo
iio?aaiinoue oaeiaeaoai?yao oeaeay naoue ?aciuo ii no?oeoo?a e
aiciiaeiinoyi ?aeeaiiuo i?aaiecaoeee. A n ae?oaie noi?iiu, aeiaieueii
oe?iei auooao aanueia neaioe/aneia ioiioaiea e ?aeeaia. E niaeaeaieth,
naaiaeiyoiyy iaoa ?aeeaiiay i?aeoeea aeoia n ea/anoaii iaeioi?uo oiaa?ia
e oneoa aeatho iaiaei iiaiaeia e aeey thii?a, e aeey neainena.

?aeeaio iiaeii ?anniao?eaaoue eae oi?io eiiioieeaoeee, eioi?ay iuoaaony
ia?aaanoe ea/anoaa oiaa?ia e oneoa, a eaeae ia ycue ioaeae e cai?inia
iio?aaeoaey. Acaeiiioiioaiea yoi ioithaeue ia i?inoia. Oae, n naiiai
ia/aea aaaeii iiiieoue, /oi ?aeeaiiua iauyaeaiey, eioi?ua iu aeaeei e
neuoei, yaeythony eiia/iuie i?iaeoeoaie oeaeiai ?yaea enneaaeiaaiee,
no?aoaae/aneeo ieaiia, oaeoe/aneeo ?aoaiee e eiie?aoiuo aeaenoaee,
ninoaaeythueo a naiae niaieoiiinoe i?ioeann ?aeeaiu.

AEAAA I.

NOUIINOUe E NINOAAEssTHUEA ?AEEAIU.

NOUIINOUe ?AEEAIU.

?aeeaia i?aaenoaaeyao niaie iaee/iua oi?iu eiiioieeaoeee, inouanoaeyaiua
/a?ac iin?aaenoai ieaoiuo n?aaenoa ?ani?ino?aiaiey eioi?iaoeee, n /aoei
oeacaiiui enoi/ieeii oeiaine?iaaiey.

Aaaeii iniciaoue, /oi ?aeeaia – aeayoaeueiinoue iiiaiooieoeeiiaeueiay.
Iia neoaeeo iiiaei oicyaaai aeey aeinoeaeaiey iiiaeanoaa oeaeae. Iu n
aaie ?aeeaie?oai i?iaeaaeo aa?aaea eee, e i?eia?o, aaeineiaaea.
?icie/iua oi?aiaoeu ?aeeaie?otho i?iaeaaaaiua eie oiaa?u eee oneoae ii
iau/iui oeaiai eee ii oeaiai “ieaea ?icie/iuo”. Niiauay ia ioe?uoeyo,
cae?uoeyo, aiaeiaueiao eee iiauo nio?oaeieeao. Aeaeatho aeoeaio ia
oeaiao eee i?anoeaea, ia neeaeeao eee ia?aini?oiuo oiaa?ao, ia
iiaeieao eee iiaeiie noa?eia. A oi e i?inoi iicae?aaeytho ian n
i?acaeieeii eee i?inyo acaeeoue inoi?iaeiaa. I?iecaiaeeoaee aeatho
?aeeaio, /oiau iiaoaeeoue ian iieoiaoue eo oiaa?u eee oneoae o ?icie/iuo
oi?aiaoeaa. Eee aeaenoaotho iai?yioth, oi?aoy ia iniiaa ii/oiauo caeacia
eee n iiiiuueth eiiieaiyaea?ia. Aeaeiaua i?aaei?eyoey aae?anotho naith
?aeeaio aeaeiaui i?aaei?eyoeyi n oeaeueth i?iaeaaee oeieeaoia,
iai?oaeiaaiey, oneoa YAI eee i?aaeoaeuenoao, i?aaeeaaay iiuiinoe aeey
i?iecaiaenoaa oaieia e o.ae. I?aaeoaeuenoai ?aeeaie?oao i?iaeaaeo
iaeeaaoeee, eaeath ?aoeeiiaeueiiai eniieueciaaiey yia?ai?ano?nia,
eaeath neoaeau a aii?oaeaiiuo neeao. Ianoiua i?aaiu aeanoe aeatho
?aeeaio, /oiau iiaeoieeiooue ?acaeoea oo?ecia (eee ia?aie/eoue aai),
i?eaea/ue e naaa i?iiuoeaiiua i?aaei?eyoey, iiioey?eciaaoue eaeath
ianniauo o?aiceoiuo ia?aaicie /a?ac naith oa??eoi?eth eee aiooeoue
caieyeai /oanoai ai?aeinoe. Iaeiiia?/aneea i?aaiecaoeee i?ecuaatho a
?aeeaia aeoeaii iiaeaea?aeeaaoue oiai eee eiiai iieeoe/aneiai
eaiaeeaeaoa eee aunooiaoue i?ioea iaai, io?aiyoue aeeeoth i?e?iaeo eee
i?inoi ?iae /aeiaa/aneee. E i?eia?o, a NOA ai aoi?ie aeanyoea
e?oiiaeoeo ?aeeaiiaeaoaeae eaeao iaeiiia?/aneay i?aaiecaoeey –
i?aaeoaeuenoai NOA.

I?aaeauai?iay ?aeeaiiay eaiiaiey – yoi iaeia ec oa?aeoa?iaeoeo ?aeeaiiuo
eaiiaiee iaeiiia?/aneeo i?aaiecaoeee, i?e/ai iaeia ec naiuo aei?iaeo e
iieacaoaeueiuo aeaeia ?aeeaiiuo eaiiaiee, iineieueeo cao?aaeaaao ana
aeaeu e n?aaenoaa ?aeeaiu aeey i?eaea/aiey ia naith noi?iio iaeaieueoaai
eiee/anoaa ecae?aoaeae.

?AEEAIA EAE I?IOeANN EC *AOU?AO NINOAAEssTHUEO

I?aaenoaaei naaa yoi neaaeothuei ia?acii:

?AEEAIIAeAOAEE,

eioi?ua eniieuecotho ?AEEAIIUA AAAIONOAA,

eioi?ua ?annueatho eo ia?auaiey /a?ac N?AAeNOAA ?AEEAIU,

/oiau n ieie iciaeiieeenue iioaioeeaeueiua IIO?AAEOAEE

?aeeaiiaeaoaee

?aeeaiiaeaoaee – aanueia ?aciieeeay “eiiiaiey”. Yoi i?iecaiaeeoaee,
?icie/iua oi?aiaoeu, iioiaua oi?aiaoeu, oe?iu oneoa, aeeno?eauethoa?u,
i?ionithcu, /anoiua eeoea e iiiaea, iiiaea ae?oaea. ?aeeaiiaeaoaee
iiea/eaatho n/aoa, a naaiaeiy yoeo n/aoia aaeaaiaeii iaae?aaony aieaa
/ai ia 65 ie?ae. aeiee. Niioiioaiea iaaeaeo iniiaiuie oeiaie
?aeeaiiaeaoaeae auaeyaeeo neaaeothuei ia?acii:

Iauaiaoeeiiaeueiua. Iie ninoaaeytho aieueooth /anoue. Eae i?aaeei, yoi
i?iecaiaeeoaee, o.a. oe?iu, auioneathuea oiaa?u, n eioi?uie iu
ano?a/aainy a oieaa?naiao, aeaiiino?aoeeiiiuo caeao, aunoaaeao e o.ae.
N?aaee iaeaieaa eioaineaii ?aeeaie?oaiuo oiaa?ia – i?iaeoeou ieoaiey,
ooaeaoiua i?eiaaeeaaeiinoe, aaoiiiaeee, eaea?noaa e ea/aaiua
n?aaenoaa, oneoae iio?aaeoaeueneiai oa?aeoa?a, ieai, aeii, oaaae e
i?eiaaeeaaeiinoe aeey eo?aiey, eaaeea caeonee e aacaeeiaieueiua iaieoee.

Ia aeieth 10 e?oiiaeoeo iauaiaoeeiiaeueiuo ?aeeaiiaeaoaeae
i?eoiaeeony ii/oe 70% iaueo ?anoiaeia ia ?aeeaio a no?aia.

Ianoiua ?aeeaiiaeaoaee – yoi aeaaiui ia?acii ?icie/iua oi?aiaoeu.
No?aiynue ea?aoue ?ieue aaaioia ii caeoieai naiae ie?oae, ?icie/iua
oi?aiaoeu o?aoyo ia ?aeeaio aieueoea n?aaenoaa, aeaau niiaueoue
ianaeaieth, /oi iie aeey iaai caeoieee, e iainiiaaoue, ii/aio neaaeoao
aeaeaoue iieoiee eiaiii o ieo.

Naaiaeiyoiyy ?icie/iay ?aeeaia, aa?iyoii, ai?acaei aieueoa
iauaiaoeeiiaeueiie iiaeoiaeeo e iiiyoeth “?uii/iay eioi?iaoeey”.
Aeaaiaea?y naiae ?aaoey?iinoe, aeoeaioo ia oeaiao e naaaeaieyo i ianoao
i?iaeaaee oiaa?ia a ie?oaa ?icie/iay ?aeeaia noaea aeey iiiaeo
iooaaiaeeoaeai ii iaaaceiai. ?aeeaia “ss?ia?ea Eiiueeiai”, “Aooee
“Oeaca?ue” eee “Naeii e?aniou “Iaoa?oeoe” ?an/eoaiu ia ?acee/iua neie
iio?aaeoaeae n ?acee/iie iieoiaoaeueneie niiniaiinoueth, aeonaie e
i?eau/eaie, ii ?aciiia?acea ?acee/iie ?icie/iie ?aeeaiu iicaieyao ae
noaoue eiaiii oie i?eau/iie /anoueth aeecie ?yaeiaiai iio?aaeoaey,
eioi?ie iia oaea aeaaii noaea a ?acaeouo no?aiao Caiaaea, Ainoiea (ia
noieo aeoiaoue, /oi oieueei ia Caiaaea ?aeeaia – – yoi /anoue aeecie) e
Aia?eee.

?aeeaiiua aaainoaa

Au?aaeaynue ioeoeeaeueiui ycueii, ?aeeaiiua aaaionoaa – yoi
“iacaaeneiua i?aaei?eyoey”, ninoiyuea ec oai?/aneeo ?aaioieeia e
eiiia?naioia, eioi?ua ?ac?aaaouaatho, aioiayo e ?aciauatho ?aeeaio a
n?aaenoaao ?aeeaiu aeey caeac/eeia, no?aiynue iaeoe iieoiaoaeae aeey
naieo oiaa?ia eee oneoa.

Iau/ii iniiao ?aeeaiiiai aaaionoaa ninoaaeytho 4 ioaeaea:

oai?/aneee ioaeae, caieiathueeny ?ac?aaioeie e i?iecaiaenoai i ?aeeaiiuo
iauyaeaiee;

ioaeae n?aaenoa ?aeeaiu, ioaaonoaaiiue ca auai? n?aaenoa ?aeeaiu e
?aciauaiea iauyaeaiee;

enneaaeiaaoaeueneee ioaeae, eco/athuee oa?aeoa?enoeee e iio?aaiinoe
aoaeeoi?ee;

eiiia?/aneee ioaeae, caieiathueeny eiiia?/aneie noi?iiie aeayoaeueiinoe
aaainoaa.

Eae i?aaeei, aaaionoaa i?aaeeaaatho iioaioeeaeueiui eeeaioai oneoae
naiuo ?aciuo niaoeeaeenoia, n?aaee eioi?uo oaenoiaeee, ooaeiaeieee,
i?iaethna?u oaeaaeaeaiey e ?aaeei, niaoeeaeenou ii ?aeeaiiui n?aaenoaai,
enneaaeiaaoaee e o.ae.

Anee a NOA iniiaiii e oneoaai ?aeeaiiuo aaaionoa i?eaaaatho
iauaiaoeeiiaeueiua ?aeeaiiaeaoaee, iineieueeo iiiaea ?icie/iua oi?aiaoeu
eeai aioiayo naith ?aeeaio naie, eeai eniieuecotho aiciiaeiinoe,
i?aaeinoaaeyaiua ianoiuie aacaoaie, ?aaeei eee oaeaaeceiiiuie
noaioeeyie, oi n ?innee niaoeeoeea ?uiea ?aeeaiu oaeiaa, /oi ?aeeaio
iaaieueoiai iineianeiai iaaaceia iiaeii oaeaeaoue ia iaua?inneeneie
oaeaaeaeaiee eee oneuoaoue ii ?aaeei ?innee.

A niioaaonoaee n Oeacii I?aceaeaioa “I Caueoa iio?aaeoaeae io
iaaeia?iniaanoiie ?aeeaiu” ?aeeaiiaeaoaeue, /uey ?aeeaia i?eciaia
iaaeia?iniaanoiie, iaycai niyoue aa n ?ani?ino?aiaiey a oa/aiea 3
iaaeaeue n iiiaioa oaaaeiieaiey aai ia yoii niioaaonoaothuei i?aaiii. A
NOA n ia/aea 80–o aiaeia eaeao ai?ueaa ca oi, /oiau ?aeeaiiua aaainoaa
ioaa/aee ca niaea?aeaiea ?ani?inoaiyaiie eie ?aeeaiiie eioi?iaoeee
ia?aaia n eeeaioaie. ?inneeneia i?aaeoaeuenoai e I?aceaeaio iiea ia
?aoathony aaanoe iiaeiaiua aeanoeea ia?u ii ioiioaieth e
iaaeia?iniaanoiuo ?aeeaiiaeaoaeyi.

Npaaecoaa paeeaiu

Iiaeiaii anai ii?iaeueiui ethaeyi, niaoeeaeenou ?aeeaiu niio?yo
oaeaaeci?, neooatho ?aaeei, /eoatho aacaou e aeo?iaeu. Ii eae
i?ioanneiiaeu iie ?anniao?eaatho n?aaenoaa ianniaie eioi?iaoeee a
ea/anoaa iineoaeae, aeinoaaeythueo ?aeeaiiua ia?auaiey aoaeeoi?ee,
nia?aiiie aeaaiaea?y iniiaiiio (ia?aeeaiiiio) iaoa?eaeo, eioi?ue
i?aaeeaaatho ?aaeei – e oaeanoaioeee, aacaou eee aeo?iaeu. Iineieueeo
aeioiaeu aeo?iaeia e aacao ia 60 – 70%, a aeioiaeu oaeaaeaeaiey e
?aaeei ii/oe ia ana 100% ninoiyo ec iinooieaiee ca ?aeeaio,
?aeeaiiaeaoaeae e eo aaaionoaa any/anee oaeaaeatho e
iiaeea?ieeaatho, ia aeaeay ia yoi ia?iiiuo cao?ao a?aiaie e oneeee.

Oaeei ia?acii, aeo?iaeu, aacaou, oaeaaeceiiiua e ?aaeeinoaioeee iau/ii
i?eaeaeatho ioaeioth aoaeeoi?eth naiei ia?aeeaiiui niaea?aeaieai, a
?aeeaiiaeaoaeue iieo/aao aiciiaeiinoue ia?aoeoueny eiaiii e yoie
aoaeeoi?ee. I?i/ei n?aaenoaai ?aeeaiu, /oiau i?eaea/ue aieiaiea
ii?aaeaeaiiie aoaeeoi?ee, i?eoiaeeony iieaaaoueny eneeth/eoaeueii ia
naii ?aeeaiiia ia?auaiea. Aaaeioth ?ieue naycothuaai caaia iaaeaeo
?aeeaiiaeaoaeyie e iioaioeeaeueiuie iieoiaoaeyie ea?atho, a /anoiinoe
i?yiay ii/oiaay ?aeeaia, ieaeaou, ueou, ?aeeaiiua ieaioaou a
iauanoaaiiii o?ainii?oa e ?aeeaiiia ioi?ieaiea oi?aiauo iiiauaiee.
?aeeaia – yoi i?aaeaea anaai oi?ia ianniaiai oaauaaaiey, e anooieoue
a eiioaeo n aoaeeoi?eae ae iiiiaatho n?aaenoaa ianniaie eioi?iaoeee.

Iiopaaeoaee

Aoaeo/e iio?aaeoaeyie ?aeeaiu, iu, aa?iyoii, niciaai, /oi ii ?yaeo
aaaeiuo i?eciaeia iia ioee/aaony io ae?oaeo ciaeiiuo iai n?aaenoa
eiiioieeaoeee.

Ai-ia?auo, ?aeeaia i?enoua iiaoi?yaiinoue. Iu ia oieueei niiaa e niiaa
aeaeei ?aeeaio iaeiiai e oiai aea ?aeeaiiaeaoaey, ii e iiiaie?aoii
ano?a/aai iaeii e oi aea iauyaeaiea. E yoi, eiia/ii, niioaaonoaoao
caiuneo ?aeeaiiaeaoaey.

Ai-aoi?uo, iu aini?eieiaai ?aeeaio a ino?ieiieo?aioiii ie?oaeaiee.
Iaeie ?aeeaiiaeaoaee i?ecuaatho o?aoeoue, ae?oaea – yeiiiieoue, iaeie –
eo?eoue, ae?oaea – a?ineoue eo?eoue. E eiia/ii aea, aieueoeinoai ec ieo
oi/ao, /oiau iu /oi-oi i?aaei?eiyee a ioiioaiee eiie?aoiie ia?ee oiaa?a
eee eiie?aoiiai iaaaceia.

E iaeiiaoe, ?aeeaia aini?eieiaaony eae /anoue iaoae iianaaeiaaiie
iauaaeinooiiie eoeueoo?u. Iiiaia, i /ai ?anneacuaatho ?aeeaiiua
iauyaeaiey iu aini?eieiaai “eae aeieaeiia”, oioy ai iiiaeo ae?oaeo
aeaeao eiiioieeaoeee yoi iieacaeinue au iai no?aiiui /oaea/anoaii.

AEAeU ?AEEAIU.

?aeeaia iiiaieeea, iia iiaeao i?aaenoaoue i?aae iaie eae a aeaea
eaiaeeaeaoa ia iino i?aceaeaioa no?aiu, oae e a aeaea nth?i?eca a
oieieaaeiie eiioaoa.

Ii ana aea aa iiaeii eaaeeoeoee?iaaoue, o.a. ?acaeoue ia ianeieueei
aeaeia, eaaeaeiio eo eioi?uo i?enoua naiy niaoeeoeea.

1. ?aeeaia a i?anna.

Ae i?enoua eioi?iaoeaiinoue, iaaeyaeiinoue e i?eaioaoeey ia
ii?aaeaeaiioth eaoaai?eth iio?aaeoaeae eioi?iaoeee, /eoathueo eiaiii
yoio ni?o aacao eee aeo?iaeia. Iai?eia?, a aeo?iaea ssoo-eeoa oianoii
ioaeeeiaaoue ?aeeaio i?eiaaeeaaeiinoae aeey yooniaiia, a oaeaea aei?iaie
iaeaaeaeu, iaoae, aei?iaiai ioaeuoa e o.i., o.e. ethaee, oaeaeathueany
yoo-nii?oii, a iniiaiii i?eiaaeeaaeao e aunieiiaania/aiiiio neith
ianaeaiey. A aeo?iaea “Eeca” oianoii aoaeao niio?aoueny ?aeeaia oiaa?ia
aeey aeiia, iaeeie auoiaie oaoieee, n?aaenoa ii ooiaeo ca aieinaie, a
oaeaea ?aeeaia naeiiia e?aniou e noia?ia?eaoia, o.e. yoi oeie/iue
aeo?iae aeey aeaiuei, yaeythueony ii naiae nooe aeiiioicyeeaie, ii ia
aeaeathueo yoiai i?eciaaaoue. A ?aeeaia nieeaeiiai, caaioyuaainy i naiae
?aiooaoeee aaiea aoaeao oianoia ia no?aieoeao oienoiai oeiainiaiai
aeo?iaea eee nieeaeiie aeaeiaie aacaou, niaoeeaeece?othuaeny ia iaci?a
aeaeiaie aeecie no?aiu e ie?a.

2. Ueoiaay ?aeeaia (ia?oaeiua yeniiceoeee).

Iau/ii ia ianao a naaa eioi?iaoeee e ?an/eoaia ia aini?eyoea “ea?oeiee”,
i?eia?ii aa iiaoo neoaeeoue ieaeaou ia noaiao yneaeaoi?iuo oiiiaeae,
ieaeaou, aicaeooiua oa?u n iacaaieyie oe?i. Oaeay ?aeeaia iau/ii
ioee/aaony y?einoueth e?aneie e iieiui ionoonoaeai eioi?iaoeee e
?aeeaie?oaiii iauaeoa. Yoi aiieia eiae/ii, iioiio /oi iaaiciiaeii
aieeiooue a nooue ?aeeaiiiai ieaeaoa, i?iacaeay ieii iaai ni nei?inoueth
90 ei// ia aaoiiiaeea eee i?inoi neo/aeii acaeyioa ia iaai i?ioiaey
ieii, a y?eay ea?oeiea inoaiaony a iaiyoe.

3. “Aee?aeo iyee”.

Aae?aniay e ii/oiaay ?aeeaia. ss?eei i?eia?ii aa iiaeao neoaeeoue
?acaea/a e?oiiuie oe?iaie ia?aae ?iaeaeanoaii ?acee/iuo noaaie?ia:
eaeaiaea?ae, ?o/ae, ieaeaoia, caieniuo eieaeae, aaeaaeiaaieeia e ae?oaeo
iaei/ae e ecia?aaeaieai naiaai oi?aiaiai ciaea eee i?inoi iacaaieai
naiae oe?iu – naiei ia?oia?ai ii aeciano e i?inoi iio?aaeoaeyi naiae
i?iaeoeoeee, a oaeaea ?annueea ii ii/oa iicae?aaeaiee n i?acaeieeaie
naiei eeeaioai e aanieaoiay ?annueea ?acee/iuo ni?aai/ieeia.

4. ?aeeaia ia oaeaaeaeaiee e ?aaeei.

Yoio aeae ?aeeaiu i?eiyoi iauaaeeiyoue n ?aeeaiie a i?anna e iacuaaoue
“?aeeaiie a n?aaenoaai ianniaie eioi?iaoeee”, ii aaoi? n/eoaao, /oi yoio
aeae ?aeeaiu iaeaaeaao oieueei aio i?enoueie ea/anoaaie e iiaeao auoue
auianai a ioaeaeueiue aeae.

Yoi ?aeeaia ianniaiai aeaenoaey. Iia ni/aoaao a naaa niaa?oaiii
?acee/iua ea/anoaa:

iia iiaeao auoue eioi?iaoeaiie:

“… i?aaeoaeuenoai NOA niiauaao, /oi a ia?auaiea iinooieee aeaiaaeiua
eoith?u iiaiai ia?acoea “

iiaeao ia ianoe e naaa eioi?iaoeee i eiie?aoiii oiaa?a eee oneoaa:

“… n oi/iinoueth aei ieeeeiao?a. Aaie Eiia?eae.”

Eeanne/aneei i?eia?ii ?aeeaiu ia oaeaaeaeaiee e ?aaeei yaeyaony
i?aaeauai?iay ?aeeaiiay eaiiaiey. Eaaeaeue eaiaeeaeao ia auai?ioth
aeieaeiinoue no?aieony i?eiyoue o/anoea n aeaaaoao e aeeniooao,
i?iaiaeeiuo ia oaeaaeaeaiee eee aunooieoue n eaeei-eeai cayaeaieai ii
?aaeei. E yoi ia neo/aeii, iioiio /oi yoio aeae ?aeeaiu naiue
yooaeoeaiue e ianniaue. Aaeaaeiaaii aieaa 70% aeeoaeae ethaiai ai?iaea
aeeth/atho naie oaeaaeci?u e iaecaaaeii ia ieo ia?ooeaaaony iioie
?aeeaiiie eioi?iaoeee, /anoue aa inaaeaao a eo niciaiee e aoaeao
eniieueciaaia eie i?e auai?a oiai eee eiiai oiaa?a eee oneoae (auai?u,
ii naiae nooe oiaea ?uiie, aaea ecae?aoaeue ioaeaao naie aiein ca
iii?aaeaoaainy aio eaiaeeaeaoa oaeaea, eae ii ioaeaao aeaiueae ca
iii?aaeaoeeny aio oiaa?).

AEAAA II.

IIAeOIAeU E ?ANNIIO?AIEA IOAeAEUeIUO AEAeIA ?AEEAIU.

OeAEE ?AEEAIU.

Aeey ia?eaoieiaa aaaeia ia oieueei ?aeeaia, ii ?aeeaiiay i?ia?aiia.
Ia?aui oaaii a ?ac?aaioea ?aeeaiiie i?ia?aiiu yaeyaony iinoaiiaea caaea/
?aeeaiu. Ia?aae ?aeeaiie iiaoo iinoaaeoue iiiaeanoai eiie?aoiuo caaea/ a
iaeanoe eiiioieeaoeee e nauoa. Eo iiaeii eeanneoeoee?iaaoue a
caaeneiinoe io oiai, i?aaeiacia/aia ee ?aeeaia iaiiieiaoue, oaauaaaoue
eee iaiiieiaoue.

Aio iaeioi?ua ec caaea/ ?aeeaiu.

Aeae ?aeeaiu Caaea/e ?aeeaiu

Eioi?iaoeaiay ?anneac ?uieo i iiaeiea eee i iiauo i?eiaiaieyo
nouanoaothuaai oiaa?a.

Eioi?ie?iaaiea ?uiea ia eciaiaiee oeaiu.

Iauyniaiea i?eioeeiia aeaenoaey oiaa?a.

Iienaiea ieacuaaaiuo oneoa.

Eni?aaeaiea iai?aaeeueiuo i?aaenoaaeaiee eee ?annayiea iianaiee
iio?aaeoaey.

Oi?ie?iaaiea ia?aca oe?iu.

Oaauaaaoaeueiay Oi?ie?iaaiea i?aaeii/oaiey e ia?ea.

Iiiu?aiea e ia?aeeth/aieth ia Aaoo ia?eo.

Eciaiaiea aini?eyoey iio?aaeoaeai naienoa oiaa?a.

Oaaaeaeaiea iio?aaeoaey niaa?oeoue iieoieo ia ioeeaaeuaay.

Oaaaeaeaiea iio?aaeoaey a iaiaoiaeeiinoe i?eiyoue eiiieaiyaea?a.

Iaiiieiathuay Iaiiieiaiea iio?aaeoaeyi i oii, /oi oiaa? iiaeao ei nei?i
iiiaaeiaeoueny.

Iaiiieiaiea iio?aaeoaeyi, aaea iiaeii eoieoue oiaa?.

Oaea?aeaiea oiaa?a a iaiyoe iio?aaeoaeae a ia?eiae iaaenaciiuey.

Iiaeaea?aeaiea inaaaeiieaiiinoe i oiaa?a ia aunoai o?iaia.

Eioi?iaoeaiay ?aeeaia: i?aiaeaaeaao ia iniiaiii yoaia auaaaeaiey oiaa?a
ia ?uiie eiaaea noieo caaea/a nicaeaiey ia?ae/iiai ni?ina.

Oaauaaaoaeueiay ?aeeaia: i?eia?aoaao iniaoth cia/eiinoue ia yoaia ?inoa,
eiaaea ia?aae oe?iie anoaao caaea/a oi?ie?iaaiey ecae?aoaeueiiai ni?ina.
*anoue oaauaaaoaeueiuo iauyaeaiee niauaaony a eaoaai?eth n?aaieoaeueiie
?aeeaiu, eioi?ay no?aieony ooaa?aeeoue i?aeiouanoai iaeiie ia?ee ca n/ao
n?aaiaiey aa n ae?oaie eee ianeieueeeie ae?oaeie ia?eaie a ?aieao
eiie?aoiiai eeanna. N?aaieoaeueiie ?aeeaiie iieuecothony a oaeeo
oiaa?iuo eaoaai?eyo , eae aeaciaei?aiou, coaiay ianoa, oeiu e
aaoiiiaeee.

Iaiiieiathuay ?aeeaia: /?acau/aeii aaaeia ia yoaia c?aeinoe , /oiau
canoaaeoue iio?aaeoaeae aniiiieoue i oiaa?a. Oeaeue aei?iaeo iauyaeaiee
AA “Eiia?eae” ii oaeaaeaeaieth e aeo?iaeao – iaiiiieoue ethaeyi i naaa.

N?iaeie ae oae iacuaaaiay iiaee?aieythuay ?aeeaia. Iia no?aieony
oaa?eoue iuiaoieo iieoiaoaeae a i?aaeeueiinoe naeaeaiiiai eie auai?a. A
?aeeaiiii iauyaeaiee iaoeiu AAC 31 (Aieaa) oeao?e?otho, iai?eia?,
n/anoeeaua iaeaaeaoaee aeaiiie ia?ee, n oeuaeie aiai?yuea “ss ie ia /oi
naith Aieao ia i?iiaiyth!”.

?AEEAIIIA IA?AUAIEA.

Iinea iinoaiiaee caaea/ ?aeeaiu iaiaoiaeeii au?aaioaoue iauee oai?/aneee
iiaeoiae e ?aeeaia, aa oai?/aneoth no?aoaaeth. A i?ioeanna aa
oi?ie?iaaiey iiaeii auaeaeeoue o?e yoaia: oi?ie?iaaiea eaeae ia?auaiey,
ioeaiea e auai? aa?eaioa ia?auaiey, eniieiaiea ia?auaiey.

Oi?ie?iaaiea eaeae ia?auaiey. Aeey aaia?e?iaaiey eaeae, i?ecaaiiuo
?aoeoue iinoaaeaiiua ia?aae ?aeeaiie caaea/e, oai?/aneea ?aaioieee
iieuecothony ?aciuie iaoiaeaie. Iiiaea eaeae aicieeatho a ?acoeueoaoa
aanaae n iio?aaeoaeyie, yenia?oaie e eiieo?aioaie.

Iaeioi?ua oai?/aneea ?aaioieee iuoathony i?aaenoaaeoue naaa, eaeie eo
/aou?ao oeiia aiciaa?aaeaeaiey: ?aoeeiiaeueiia, /oanoaaiiia,
iauanoaaiiia oaeiaeaoai?aiea eee oaeiaeaoai?aiea naiiethaey – iieoiaoaee
?ann/eouaatho iieo/eoue io oiaa?a e aeaea eaeiai ia?aaeeaaiey. Iooai
ni/aoaiey oeiia aiciaa?aaeaeaiey n oeiaie ia?aaeeaaiee iie a ninoiyiee
nicaeaoue iiiaeanoai ?aciuo ii naiae ?aciiaeaeiinoe ?aeeaiiuo ia?auaiee.

Ioeaiea e auai? aa?eaioia ia?auaiey. ?aeeaiiaeaoaeth iaiaoiaeeii
i?iecaanoe ioeaieo aiciiaeiuo ia?auaiee. Oaaaeo i?aaeeiaeee ioeaieaaoue
ia?auaiey ia iniiaa eo aeaeaoaeueiinoe, eneeth/eoaeueiinoe e
i?aaaeiiiaeiaiinoe. Ia?auaiea aeieaeii i?aaeaea anaai niiaueoue aai
iieo/aoaeth ia/oi aeaeaoaeueiia eee eioa?aniia i oiaa?a. E?iia oiai, iii
aeieaeii niiaueoue aio /oi-oi eneeth/eoaeueiia eee iniaaiiia, ia
i?enouaa inoaeueiui ia?eai eee oiaa?ai a aeaiiie eaoaai?ee. E, iaeiiaoe,
ia?auaiea aeieaeii auoue i?aaaeiiiaeiaiui e aeieacoaiui.

“… Bosch, ia ian iiaeii iieiaeeoueny.” Yoio eicoia ?ac?aaioai
niaoeeaeenoaie ii ?aeeaia eiiiaiee Bosch, ii ia aucuaaao oaeeaeaiey eee
iaaeioiaiey, o.e. oe?ia Bosch – iaiaoeeay, o?aaeeoeeiiii ioee/athuayny
oia?aiiui eiina?aaoeciii e i/aiue aunieie iaaeaaeiinoueth, iiyoiio yoio
eicoia niio?eony oianoii.

Eniieiaiea aa?eaioa ia?auaiey. Noaiaiue aicaeaenoaey ia?auaiee caaeneo
ia oieueei io oiai, /oi neacaii, ii e eae eiaiii yoi neacaii.
Eniieiaiea iiaoo eiaoue ?aoathuaa cia/aiea, eiaaea ?a/ue eaeao i oaeeo
aanueia noiaeeo oiaa?ao eae iithuea n?aaenoaa, neaa?aou, eioa e ieai.
?aeeaiiaeaoaeth ioaeii iiaeaoue naia ia?auaiea oaeei ia?acii, /oiau iii
i?eaeaeei aieiaiea e eioa?an oeaeaaie aoaeeoi?ee. Iau/ii ?aeeaiiaeaoaeue
aioiaeo ca?aiaa ia ?ac?aaioeo oaenoa, a eioi?ii iaiaa?eaathony caaea/e,
niaea?aeaiea, a?aoiaioaoeey e oii aoaeouaai iauyaeaiey. Oai?/aneei
?aaioieeai iaiaoiaeeii iaeoe noeeue, oii, neiaa e oi?io aiieiuaiey
caaeaiiiai ia?auaiey.

NOEEUe ?AEEAIU.

A noeeaaii ia?auaiee ethaia ia?auaiea iiaeao auoue eniieiaii a ?acee/iuo
aa?eaioao.

1. Ca?eniaea n iaoo?u. I?aaenoaaeaiea iaeiiai eee ianeieueeeo
ia?niiaaeae, eniieuecothueo oiaa? a i?eau/iie ianoaiiaea.

Iai?eia?, ?aeeaia eioa Nescafe “Iiaiai aeiy aeioie”.

2. Aeoeaioe?iaaiea ia?aca aeecie. Aeaeaaony oii? ia oi, eae oiaa?
aienuaaaony a ii?aaeaeaiiue ia?ac aeecie.

?aeeaia eieaioie Saint Pellegrino. ”E?anioa e iacaaeneiinoue.”

3. Nicaeaiea oaioaceeiie ianoaiiaee. Aie?oa oiaa?a eee aai
eniieueciaaiey nicaeaaony iaeee i?aie oaioacee.

?aeeaia aeaiaei?aioa Impulse, aaea e?aneaay aeaiueia iieo/aao oeaaou io
eaoyuaai ia ay?iieaia iieiaeiai /aeiaaea. “Anee iaciaeiiaoe aae?oa
aea?eo Aai oeaaou, ii ?aaae?oao ia Impulse!”

4. Nicaeaiea iano?iaiey eee ia?aca. Aie?oa oiaa?a nicaeaaony
i?iaoaeaeaaiia ei iano?iaiea eee ia?ac, neaaeai, iaaeiinoe, e?aniou,
ethaae e aaciyoaaeiinoe. Ia aeaeatho ieeaeeo ooaa?aeaeaiee a iieueco
oiaa?a, e?iia einaaiii aiooaaiuo. Ia nicaeaiea iano?iaiey ?an/eoaia
?aeeaia neaa?ao Rothmans e oieieaaea Dove. “Ieioou iaaeiinoe nicaeaiu
aeey Dove.”

5. Ithceee. Iieac iaeiiai eee ianeieueeeo eeoe eee ?eniaaiuo
ia?niiaaeae, iithueo ianith i oiaa?a.

Ii yoiio i?eioeeio iino?iaia ?aeeaia aeaaaoaeueiie ?aceiee Hollywood, a
ec ioa/anoaaiiie ?aeeaiu ia?aui e, iiaeaeoe, naiui oaea/iui ithceeeii
auea ?aeeaia AI “Iiaai”: “Anee ethaeoa i?ioeaaeo, naaaeee aicaeoo
e?oaeue aiae, ia?auaeoanue ia Iineianeee aaioeeyoi?iue caaiae”.

6. Eniieueciaaiea neiaiee/aneiai ia?niiaaea. Nicaeaiea ia?niiaaea,
ieeoeaoai?ythuaai niaie oiaa?. Ia?niiaae iiaeao auoue eae ?aaeueiui, oae
e ioeueoeieeeaoeeiiiui.

Oi?ioei i?eia?ii iiaeao neoaeeoue e?ieee ec ?aeeaiu ?anoai?eiiai eaeai
Nesquik.

7. Aeoeaio ia i?ioanneiiaeueiii e oaoie/aneii iiuoa. Aeaiiino?aoeey
oaoie/aneiai e i?ioanneiiaeueiiai iiuoa oe?iu a i?iecaiaenoaa
eiie?aoiiai oiaa?a.

8. Eniieueciaaiea aeaiiuo iao/iiai oa?aeoa?a. I?eaiaeyony iao/iua
aeaiiua i i?aaeii/oeoaeueiinoe eee aieueoae yooaeoeaiinoe oiaa?a ii
n?aaiaieth n ae?oaeie.

Oaeiaa ?aeeaia coaiuo iano Blend-a-med e Colgate.

9. Eniieueciaaiea naeaeaoaeuenoa a iieueco oiaa?a. ?aeeaia i?aaenoaaeyao
caneoaeeaathuee iieiiai aieiaiey eee aucuaathuee neiiaoeth enoi/iee
eioi?iaoeeth, eioi?ue iaeia?eoaeueii iocuaaaony i oiaa?a. Yoi iiaoo
auoue eae i?inoua ethaee, oae e ciaiaieoinoe, cayaeythuea, /oi ei
i?aaeony oiaa?.

O oe?iu Lotto, auioneathuae nii?oeaiua oiaa?u, anoue eieeaeoeey
oaiieniie yeeie?iaee Ai?en Aaeea?. Ia iaeiaeea eaaeaeiai ec i?aaeiaoia
eieeaeoeee ecia?aaeai Ai?en a oi?ia Lotto e neacaii, /oi “Ai?en
i?aaeii/eoaao Lotto”.

Aeey eaaeaeiai iauyaeaiey a ethaii noeea ioaeii iaeoe caiiieiathueany e
i?eaeaeathuea aieiaiea neiaa. Eaaeaeia iauyaeaiea aeieaeii eiaoue naie
iaeaiueeee aeaaec, eioi?ue au caiiieiaeny e annioeee?iaaeny n aoaeouai
eiaiii n aeaiiui eiie?aoiui oiaa?ii eee oneoaie. Ninoaaeythuea yeaiaiou
oi?iu, oaeea eae ?acia? iauyaeaiey, oeaao e eeethno?aoeey, aeeytho ia
noaiaiue i?iecaiaeeiiai yoei iauyaeaieai aicaeaenoaey e ia aai
noieiinoue. Iiyoiio ioaeii /aoei niecia?youe noieiinoue ?aeeaiiie
eaiiaiee n iaeeaeaaiui yooaeoii e ia o?aoeoue eeoieo aeaiaa oai, aaea
iie ia i?eianoo iaeeaeaaiie eee iaiaoiaeeiie yooaeoeaiinoe.

N?AAeNOAA ?ANI?INO?AIAIEss EIOI?IAOeEE.

Neaaeothuay caaea/a ?aeeaiiaeaoaey – aua?aoue n?aaenoaa ?ani?ino?aiaiey
aeey ?aciauaiey naiaai ?aeeaiiiai iauyaeaiey.

I?ioeann ninoieo ec 4 ninoaaeythueo.

1. I?eiyoea ?aoaiee i oe?ioa ioaaoa, /anoioa iiyaeaiey e neea
aicaeaenoaey ?aeeaiu.

1.1. Ioaao. ?aeeaiiaeaoaeth neaaeoao ii?aaeaeeoue, eaeia /enei eeoe a
?aieao oeaeaaie aoaeeoi?ee aeieaeii iiciaeiieoueny n aai ?aeeaiiie
eaiiaieae ca eiie?aoiue io?acie a?aiaie.

1.2. *anoioa iiyaeaiey ?aeeaiu. ?aeeaiiaeaoaeth neaaeoao oaeaea ?aoeoue,
neieueei ?ac ca eiie?aoiue io?acie a?aiaie aeieaeai noieeiooueny n aai
?aeeaiiui ia?auaieai n?aaeiee i?aaenoaaeoaeue oeaeaaie aoaeeoi?ee.

1.3. Neea aicaeaenoaey. E?iia oiai. ?aeeaiiaeaoaeth neaaeoao iiaeoiaoue,
eaeie neeie aicaeaenoaey aeieaeai iaeaaeaoue eiioaeo n aai ?aeeaiie.
Ia?auaiey ii oaeaaeaeaieth iau/ii i?iecaiaeyo aieaa neeueii aia/aoeaiea,
/ai ia?auaiey ii ?aaeei. A eiie?aoiie ?aciiaeaeiinoe n?aaenoa ?aeeaiu
?aeeaia a iaeiii ianoa iiaeao aini?eieiaoueny aieaa aeinoiaa?ii, /ai a
ae?oaii.

2. Ioai? iniiaiuo aeaeia n?aaenoa ?ani?ino?aiaiey eioi?iaoeee.

N?aaenoai ?aeeaiu I?aeiouanoaa Ia?aie/aiey

Aacaou Aeaeinoue, naiaa?aiaiiinoue, oi?ioee ioaao ianoiiai ?uiea,
oe?ieia i?eciaiea e i?eiyoea, aunieay aeinoiaa?iinoue E?aoeia?aiaiiinoue
nouanoaiaaiey, iacia/eoaeueiay aoaeeoi?ey “aoi?e/iuo /eoaoaeae”

Oaeaaeaeaiea Ni/aoaiea ecia?aaeaiey, caoea e aeaeaeaiey, /oanoaaiiia
aicaeaenoaea, aunieay noaiaiue i?eaea/aiey aieiaiey, oe?ioa ioaaoa
aoaeeoi?ee Aunieay noieiinoue, ia?aa?oaeaiiinoue ?aeeaiie, ieiieaoiinoue
?aeeaiiiai eiioaeoa, iaiueoay ecae?aoaeueiinoue aoaeeoi?ee

“Aee?aeo Iaee” Ecae?aoaeueiinoue aoaeeoi?ee, aeaeinoue, ionoonoaea
?aeeaiu eiieo?aioia a ioi?aaeaiee, ee/iinoiue oa?aeoa? Ioiineoaeueii
aunieay noieiinoue, ia?ac “iaeoeaoo?iinoe”

?aaeei Ianniainoue eniieueciaaiey, aunieay aaia?aoe/aneay e
aeaiia?aoe/aneay ecae?aoaeueiinoue, ieceay noieiinoue I?aaenoaaeaiea
oieueei caoeiauie n?aaenoaaie, noaiaiue i?eaea/aiey aieiaiey ieaea /ai o
oaeaaeaeaiey, ieiieaoiinoue ?aeeaiiiai eiioaeoa

AEo?iaeu Aunieay aaia?aoe/aneay e aeaiia?aoe/aneay ecae?aoaeueiinoue,
aeinoiaa?iinoue e i?anoeaeiinoue, aunieia ea/anoai aini?iecaaaeaiey,
aeeeoaeueiinoue nouanoaiaaiey, cia/eoaeueiia /enei “aoi?e/iuo /eoaoaeae”
Aeeeoaeueiue a?aiaiiie ?ac?ua iaaeaeo iieoieie ianoa e iiyaeaieai
?aeeaiu

Ia?oaeiay ?aeeaia Aeaeinoue, aunieay /anoioa iiaoi?iuo eiioaeoia,
iaaunieay noieiinoue, neaaay eiieo?aioeey Ionoonoaea ecae?aoaeueiinoe
aoaeeoi?ee, ia?aie/aiey oai?/aneiai oa?aeoa?a.

3. Auai? eiie?aoiuo iineoaeae eioi?iaoeee e iieacaoaeue noieiinoe
?aeeaiu a ?an/aoa ia 1000 /aeiaae.

3.1. Iinea auai?a n?aaenoaa ?aeeaiu niaoeeaeeno i?enooiaao e auai?o
eiie?aoiiai aa iineoaey n?aaee aua?aiiie eaoaai?ee. Ioeaiea
i?iecaiaeeony enoiaey ec noieiinoe ?aeeaiu a eiie?aoiii ianoa,
iaaeaaeiinoe, iia?aoeaiinoe ?aciauaiey, aeinoiaa?iinoe e o.ae. Aeaiiua
n?aaieaathony n aiciiaeiinoyie e iiaeaeaieyie ?aeeaiiaeaoaey e
i?iecaiaeeony auai? eiie?aoiiai iineoaey ?aeeaiu.

3.2. Iieacaoaeue noieiinoe ?aeeaiu a ?an/aoa ia 1000 /aeiaae.

Niaoeeaeenou auaiaeyo noieiinoue ia?auaiey a eiie?aoiii iineoaea a
?an/aoa ia 1000 /aeiaae. Ii iaoaiaoe/aneee ?an/ao o?aaoao ei??aeoe?iaee
ii ea/anoaaiiiio iieacaoaeth iaiaoiaeeiie aoaeeoi?ee. Anee ?aeeaia
aini?eiyoa ethaeueie, eioi?ui iia aae?aniaaia, oi ?an/ao ia o?aaoao
ei??aeoe?iaee, a anee iao – oi yooaeoeaiinoue oiaiueoaaony e noieiinoue
oaaee/eaaaony ia oio naaiaio aoaeeoi?ee, eioi?iio aeaiiay ?aeeaia
niaa?oaiii aaniieacia. Ai-aoi?uo, iaiaoiaeeii o/eouaaoue iieacaoaeue
aieiaoaeueiinoe aoaeeoi?ee, a-o?aoueeo, eiioaeoioth oeaiiinoue
iauyaeaiey iaiaoiaeeii niioianoe n iieacaoaeyie ea/anoaa e iaaeaaeiinoe
aeaiiiai iineoaey.

4. I?eiyoea ?aoaiee i a?aoeea eniieueciaaiey n?aaenoa ?aeeaiu.

?aeeaia iiaeao auoue auaeaia aa iio?aaeoaeth ?aciiia?iuie ii?oeeyie eee
?aceei anieaneaie e ?aieao ia?eiaea ?aeeaiiie eaiiaiee.

Ioeuene?othuee a?aoee – ia?aaiiia?iia ?aciauaiea ?aeeaiu a ?aieao
a?aiaiiiai ia?eiaea. I?eaa?aeaioeu ioeuene?othuaai a?aoeea n/eoatho, /oi
aoaeeoi?ey aeoaaea ciaeiieony n ia?auaieai, iiaeii nyeiiiieoue
n?aaenoaa.

AEAAA III.

?AEEAIA A NAssCssO N IAUANOAAIIINOUeTH.

OEIAINIAAss ?AEEAIA.

O?aaeeoeeiiii i?aaiecaoeee i?eaueee i?iaeaaaoue, a cia/eo e
?aeeaie?iaaoue oieueei naith i?iaeoeoeeth, a ?aeeaiie iacuaatho
eoieaiiia a?aiy eee ianoi a n?aaenoaao ianniaie eioi?iaoeee. Eeoue a?aiy
io a?aiaie, iiaeii neacaoue neo/aeii, a i?anna iiyaeyeanue ?aeeaia,
iai?aaeaiiay ia i?iaeaeaeaiea ia oieueei naiiai i?iaeoeoa. Oaeie aeae
?aeeaiu – eieaeaea, eiaie eiiiaiee, a ia oiaa?a – noae iniiaie iniaie
io?anee – ?aeeaia a naycyo n iauanoaaiiinoueth. ?aeeaia a nenoaia naycae
n iauanoaaiiinoueth ia yaeyaony eoieaiiie a i?yiii niunea yoiai neiaa.
Iaeiaei, anee iu aiai?ei i ei?ii?aoeaiie ?aeeaia eae /anoe i?ia?aiiu ii
naycyi n iauanoaaiiinoueth, a aeaiiii neo/aa a?aieoea iaaeaeo iau/iie
?aeeaiie e PR (eaiiaiey, ?ac?aaioaiiay eaaeaeui i?aaei?eyoeai n oeaeueth
i?eaea/aiey eae aioo?aiieo, oae e aiaoieo eiaanoi?ia) ?aeeaiie
noaiiaeony i?aeoe/anee iaaeaeeiie. Iau/iay ?aeeaia eiioeaio?e?oao naie
oneeey ia i?iaeaaea oiaa?a, iiae/a?eeaaao iniaua ea/anoaa i?iaeoeoa, oi
PR ?aeeaia oieone?oaony ia iauai eieaeaea eiiiaiee, aa caaea/a –
iieo/eoue iiaeaea?aeeo iauanoaaiiiai iiaiey. Eaeao i?iaeaeaeaiea
eiiiaiee, a ia i?iaeaeaeaiea oiaa?a.

?aeeaio eiie?aoiiai i?iaeoeoa iiaeii ioianoe e e?aoein?i/iie ?aeeaiiie
eaiiaiee, iineieueeo ii caaa?oaiee i?iecaiaenoaa aeaiiiai aeaea
i?iaeoeoeee ioiaaeaao iaiaoiaeeiinoue ?aeeaiu, a eae ecaanoii,
iineaaeiaa a?aiy aeeciaiiue oeeee iiiaeo oiaa?ia oiaiueoaaony.
I?iaeaeaeaiea eiiiaiee ia ?uiea yoi aeieain?i/iay ?aeeaiiay aeoeey. Ia
noieo aeaeaoue iaiaaeeaiiuo ?acoeueoaoia, iaeiaei i?e a?aiioii
i?iaaaeaiiie PR-eaiiaiee /a?ac eaeia-oi a?aiy iiaeii aiai?eoue ia oniaoa
eiiiaiee. A 1970 aiaeo ei?ii?aoeee NOA iio?aoeee aieaa 150 ieeeeiiia
aeieea?ia ia ?aeeaio i?aaiecaoeee, a a 1974 aiaeo yoa oeeo?a aic?inea
aei 220 ieeeeiiia. Yoi ia i?inoi ai?ueaa ca auaeeaaiea ia ?uiea.

Aieueoay /anoue ei?ii?aoeaiie ?aeeaiu ?aciauaaony ia oaeaaeaeaiee e a
aeo?iaeao. Ai?acaei iaiueoee iauai i?eoiaeeony ia aiaoithth ?aeeaio e
aacaoiua i?eeiaeaiey, a oi a?aiy eae ia aeieth aaeaaeiaaiuo aacao ia
inoaaony i?aeoe/anee ie/aai. Eeanneoeeaoeey ei?ii?aoeaiie ?aeeaiu
auaeyaeeo neaaeothuei ia?acii:

1) iauay ei?ii?aoeaiay ?aeeaia, iai?aaeaiiay ia nicaeaiea eieaeaea,

2) ?aeeaia eiaanoeoeeiiiuo e oeiainiauo i?ia?aii,

3) ?aeeaia, aeeythuay ia iauanoaaiiia iiaiea a nayce n eaeei-oi niauoeai
iieeoe/aneiai eee nioeeaeueiiai oa?aeoa?a.

I?eaaaeai i?eia? ?aeeaiu o?aoueaai aeaea. “A iineaaeiee aiae *aec
Iaioyooyi Aaie iioaeeeiaae na?eth ?aeeaiiuo ia?auaiee, au?aaeathueo iaoo
oi/eo c?aiey ia iaeioi?ua aaaeiua yeiiiie/aneea niauoey ianoiyuaai
a?aiaie. Iu aiai?eee i aieueoae i?iecaiaeeoaeueiinoe o?oaea, …
iaiaoiaeeiinoe noeioee?iaaoue iao/iua enneaaeiaaiey, … iaeiaiaia
caeiiiaeaoaeuenoai ii eiaanoeoeeyi, ia iauae iiaea?iecaoeee i?iiuoeaiiuo
i?aaei?eyoee, i /?acia?iii aiaoaoaeuenoaa ainoaea?noaa a yeiiiieeo,
eioeyoeee. A oaeaea i ia iiaeaa?aathuainy niiiaieth oacena i
naa?oi?eaueyo ei?ii?aoeee.

Caoai yoe oaiu noaee eeth/aauie a i?aaeauai?iuo aeaaaoao. Iu
i?eaaonoaoao yoi, iineieueeo a?aaeaeaia NOA aac niiiaiey caneoaeeaatho
iieiiai e ioe?uoiai ianoaeaeaiey iooae ?aoaiee yoeo i?iaeai
iaoeeiiaeueiiai ianooaaa.

N ae?oaie noi?iiu, a neaaenoaea yoiai oaeoa, iai i?eoeinue aeoaiei
“iieiiaoueny” a naaa, iineieueeo iu caaeaeenue aii?inii, neaaeoao ee
oaeie i?aaiecaoeee eae iaoa i?iaeieaeaoue aiai?eoue i noieue aaaeiuo e
yiioeeiiaeueiuo i?iaeaiao ai a?aiy i?aaeauai?iie eaiiaiee.

Iu ia?aoeeenue e ia?aie iii?aaea Eiinoeoooeee NOA e caaeoiaeenue… a
caoai ?aoeee, /oi neaaeoao i?iaeieaeaoue au?aaeaoue naia iiaiea,
ianiio?y ia nouanoaothuee ?ene auoue iiiyouie iai?aaeeueii, eee auoue
iaaeiaiiuie a iiiuoea iiaeeyoue ia enoiae auai?ia…”

Yoi ia?auaiea iniiaaoaeae eiiiaiee auei iioaeeeiaaii a aacaoa a
ea/anoaa iau/iie ?aeeaiu ia iieiue ia/aoiue eeno. Eae iu aeaeei yoi
oeie/iue i?eia? ei?ii?aoeaiie ?aeeaiu, noaayuae ia?aae niaie oeaeue
iiaeeyoue ia iauanoaaiiia iiaiea a nayce n i?aaeauai?iie eaiiaieae.

A iaoa a?aiy iaaeinoaoi/ii i?iecaiaeeoue oieueei ea/anoaaiiue oiaa?.
Anee eiy eiiiaiee iiiaaeaao a eaeie eeai neaiaeae, ?oeiaiaenoai
i?aaei?eyoey aaaeao iai?aaeeueioth iieeoeeo, i?iecaiaenoaaiiue eiiieaen
ia n/eoaaony n yeieiae/aneie ianoaiiaeie, oi i?iaeaaee i?iecaiaeeiuo
yoeie oe?iaie i?iaeoeoia oiaiueoathony.

A ianoiyuaa a?aiy i?anoeae eiaao ai?acaei aieueoaa cia/aiea /ai ?aiaa.
Nyi Aeye n/eoaao, /oi ec anao aeaeia ?aeeaiu ?aeeaia “i?anoeaea” naiay
neiaeiay e eiaiii iiyoiio /anoi oioneathony iiiaea aiciiaeiinoe i?e
i?iaaaeaiee eaiiaiee. Iiaeii aiai?eoue i nouanoaiaaiee aeaoo aeaeia
?aeeaiu “i?anoeaea”. “Ia?aue noaaeo ia?aae niaie caaea/o eioi?ie?iaaiey
iauanoaaiiinoe i oii aieueoii aeeaaea, eioi?ue eiiiaiey aiineo a
aeaaininoiyiea no?aiu. Ai aoi?ii aeaea ?aeeaiu “i?anoeaea” eniieuecoaony
ia noieue i?yiie iiaeoiae; ii naiaeeony e i?aaeinoaaeaieth eioi?iaoeee
ii oai aii?inai, eioi?ua eioa?anotho iauanoaaiiinoue; i?e yoii iacaaiea
eiiiaiee-niiini?a i?inoi oiiieiaaony.”

A oeiainiaie noa?a ?aeeaia “i?anoeaea” eiaao, iiaeaeoe, aua aieueoaa
cia/aiea. Oieueei nieeaeiiio, “i?anoeaeiiio” aaieo ethaee iiaoo
aeiaa?eoue naie aeeaaeu. I/aiue /anoi iiiyoea i?anoeaea annioeee?oaony n
iaaeaaeiinoueth e i?ioanneiiaeeciii. E, aiciiaeii, iaaeaaeiinoue yoi
eiaiii oi, ia /oi neaaeoao aeaeaoue noaaeo ia/eiathuae eiiiaiee.

AEAAA IV.

?AEEAIA E ?AEEAIIAss IIEEOEEA IAI “IAOOssIAss EIAANOEOeEIIIAss EIIIAIEss
IEEiee”.

IAI IEE IEEiee – iaeia ec e?oiiaeoeo eiiiaiee, ?aaioathueo ia oiiaeiaii
?uiea ?innee. Iia auea nicaeaia 1993 aiaeo, eiaaea i?eaaoecaoeey e
aeoeeiie?iaaiea oieueei ia/eiaeenue e iiyoiio eiaea aiciiaeiinoue ia
oieueei ia/aoue naith aeayoaeueiinoue a aeaaii?eyoiuo oneiaeyo
?acaeaathuaainy ?uiea, ii e ieacaoue naia aicaeaenoaea ia aai
oi?ie?iaaiea e ?acaeoea.

IEEiee – eiiiaiey, yaeythuayny e?oiiaeoei iaainoaea?noaaiiui aeoeeiia?ii
Iaooyiie eiiiaiee EOEiee e iaeiei ec e?oiiaeoeo iia?aoi?ia ia ?uiea aa
aeoeee.

Eiiiaiey ?aaioaao a niaoeeoe/aneie noa?a – ia oeiainiaii ?uiea, iiyoiio
aa ?aeeaia no?iai aae?ania e ?an/eoaia ia i/aiue ia?aie/aiiue e?oa
eeeaioia. No?iai aiai?y, Eiiiaiey ia ioaeaeaaony a ?aeeaia a
eeanne/aneii iiieiaiee yoiai neiaa. Iaoa ?aeeaiiay i?iaeoeoeey – yoi
io/aou i aeayoaeueiinoe Eiiiaiee, ?ani?ino?aiyaiua a i/aiue oceii e?oao
eeeaioia e ia?oia?ia Eiiiaiee (ni. Iaci? aeayoaeueiinoe 1993-1996 aiae).
Iaoa ?aeeaiiay iieeoeea iai?aaeaia ia iiaeaea?aeaiea eieaeaea Eiiiaiee
eae i?ioanneiiaea aunieiai eeanna, eiathuaai onoie/eaia oeiainiaia
iieiaeaiea. Aeey yoiai eniieuecoaony iaoaieci public relations.

A na?ueaciuo ia/aoiuo ecaeaieyo, ia ?aaeei e oaeaaeaeaiee cao/eo iiaiea
IEEieea ii ?acee/iui aii?inai, eanathueiny ia oieueei noa?u aai
i?ioanneiiaeueiuo eioa?ania, ii e iauei i?iaeaiai, eioa?anothuei no?aio.
Ia noieue aaaeii niaea?aeaiea aunooieaiey yenia?oa IEEieea ii
eaeiio-eeai aii?ino, aaaeai nai oaeo yoiai aunooieaiey e eiy IEEiee ia
no?aieoeao na?ueaciiai ecaeaiey.

IEEiee aunooiaao niiini?ii ?acee/iuo aeoeee.

I/aiue iai?aeeia?iui ?aoaieai auei niiine?iaaoue eiieo?n “Iieeoi?iaiic”,
i?iaiaeeaoeeny “Eiiniiieueneie i?aaaeie”. Ia naiii aeaea yoio eiieo?n
aue i?eaeoiai niaoeeaeenoaie IEEiee, a aacaoa i?inoi auea aua?aia ii
i?eciaeo eiioeiaaioa /eoaoaeae. Yoio eiieo?n i?iaiice?iaae ?acoeueoaou
iineaaeieo ia?eaiaioneeo auai?ia e i?iaiicu /eoaoaeae ieacaeenue oi/iaa
naiuo aaoi?eoaoiuo nioeeieiae/aneeo ii?inia, i?iaiaeeaoeony e?oiiaeoeie
oeaio?aie eco/aiey iauanoaaiiiai iiaiey.

Aua iaeiie aeoeeae auei iiaea?oaiaaiea e?oiiie noiiu ia ainnoaiiaeaiea
o?aia O?enoa Nianeoaey, a oaeaea ia ainnoaiiaeaiea a i?aaeiai aeaea
Oioueeianeiai aeaineiai iiianou?y.

Ethaay niiini?neay aeoeey aeaao aiciiaeiinoue IEEiee aua ?ac iaiiiieoue
i naaa ia oieueei eae i i?ioanneiiaea e e?oiiaeoae aeoea oiiaeiaiai
?uiea, ii eae i iaoeaiaoa, eioi?iio ia /oaeaea caaioa i aoaeouai ?innee.
A aeoeey “Iieeoi?iaiic” eiaea e aua iaeii i?aaeiacia/aiea. Aeaei a oii,
/oi oiiaeiaue ?uiie iaeaieaa neeueii caaenei io ?uiea iieeoe/aneiai, e
io oiai, eoi i?eaeao e aeanoe caaeneo aai nouanoaiaaiea, iiyoiio ca yoei
i?iaiicii neaaeeee ia oieueei ?yaeiaua /eoaoaee, ii e niaoeeaeenou
oiiaeiaiai ?uiea, /oi aeaei aiciiaeiinoue IEEiee aua ?ac iaiiiieoue i
naaa e a i?ioanneiiaeueiie n?aaea.

Iaeiei ec niiniaia iiaeaea?aeaiey naiaai eieaeaea yaeyaony /eainoai a
?acee/iuo i?ioanneiiaeueiuo annioeeaoeeyo e iauanoaaiiuo i?aaiecaoeeyo.
IEEiee yaeyaony /eaiii I?ioanneiiaeueiie annioeeaoeee o/anoieeia
oiiaeiaiai ?uiea e aeoeaii i?eieiaao o/anoea a aai ?aaioa. Ii oaeaea
yaeyaony /eaiii e iniiaaoaeai IA?OAAe (i?ioanneiiaeueiie annioeeaoeee
aeaiiceoa?eaa) e aeoeaii aeeyao ia nicaeaiea ii?iaoeaii-i?aaiaie aacu a
yoie iaeanoe.

IEEiee ia ioaeia ?aeeaia a /enoii aeaea. Aa iniiaiia i?oaeea – public
relations. Iaiaoiaeeiua n?aaenoaa: nicaeaiea eieaeaea, aai
iiaeaea?aeaiea e iinoiyiiia iaiiieiaiea i naaa oceiio e?oao eeeaioia e
ia?oia?ia. Aeey yoiai IEEiee naeaeae ana iaiaoiaeeiia, i /ai aiai?eo aai
oe?ieay ecaanoiinoue e oaaaeaiea e iaio a i?ioanneiiaeueiuo e?oaao.

CAEETH*AIEA.

Iineieueeo ?aeeaia neoaeeo iiiaeanoao ?aciuo oicyaa aeey iiiaeanoaa
?aciuo oeaeae, a aa yooaeo ii/oe anaaaea caooiaiai iineaaenoaeyie i?i/eo
aiciiaeiuo yaeaiee, iia aoaeao i?iaeieaeaoue inoaaaoueny noa?ie
aeaenoaey iaii?aaeaeaiiuo noeioeia. Neaaeiaaoaeueii, iiaeiaii eeyena, aa
iiaoo oieeiaaoue ii-?aciiio, a caaeneiinoe io oiai, eoi niio?eo e eaeie
eiaiii aniaeo iiiaia?aiiie ?aeeaiiie aeayoaeueiinoe ?anniao?eaatho. Ec
yoiai, eaaeaony, iiaeii naeaeaoue iaeei niaa?oaiii /aoeee i?iaiic.
?aeeaia aoaeao i?iaeieaeaoue i?aaenoaaaoue ai iiiaeanoaa iaee/ee aeey
iiiaeanoaa ethaeae: a aeaea iooaaiaeeoaey aeey iio?aaeoaeae e eo
iaiaiueea, a aeaea oaeoi?a noeioee?iaaiey ?uii/iie aeayoaeueiinoe e aa
iiae?uaa e o.ae., e o.i.

A aeaiiie ?aaioa iu ?anniio?aee iauea oaiaeaioeee ?aeeaiu. Ia aeaiiue
iiiaio a ?innee yoi iai?aaeaiea ii iiaieth aaoi?a yaeyaony iaeiei ec
iaeaieaa ia?niaeoeaiuo. Iiaeii aiai?eoue i iiyaeaiee ia ?uiea iiaie
io?anee, eioi?ay a aeaiiue iiiaio ia?aaeeaaao ia?eiae ao?iiai ?acaeoey.
E niaeaeaieth, nouanoaoao iiiaeanoai i?iaeai, naycaiiuo n
caeiiiaeaoaeuenoaii, iaaeinoaoi/iie eioi?iaoeeiiiie aacie, ia?acaeouie
eiiioieeaoeeyie, ionoonoaeai iiuoa ?aaiou a yoie noa?a. Oai?aoe/aneea
?ac?aaioee caiaaeiuo o/aiuo ia anaaaea iaoiaeyo i?eiaiaiea a oneiaeyo
?innee.

Oai ia iaiaa iiyaeaiea no?oeoo?, ?aaioathueo a yoie iaeanoe
naeaeaoaeuenoaoao i iaiaoiaeeiinoe oe?ieiai i?eiaiaiey caiaaeiiai iiuoa
ia i?aeoeea a iaoae no?aia. Aaoi? a naiae ?aaioa iiiuoaeanue
i?aaenoaaeoue naie iiuo, iieo/aiiue ai a?aiy ?aaiou a
eiaanoeoeeiiii-a?iea?neie eiiiaiee, au?aceea naia iiaiea ii iiaiaeo
neiaeeaoaeny ia ?uiea PR oneoa a oeiainiauo i?aaiecaoeeyo. Aeey
oniaoiiai i?iaaaeaiey eaiiaiee iaiaoiaeeii /aoei i?aaenoaaeyoue oeaee
aaoae i?aaiecaoeee. Aaoi? i?aaeeiaeeea ia/aoue aeayoaeueiinoue
iiyaeaoaeny ia ?uiea oe?iu n i?acaioaoeee, eioi?ay iiaeao nua?aoue
aieueooth ?ieue a i?aaenoaaeaiee oe?iu ia ?uiea. I?acaioaoeey yaeyaony
iaeiei ec ia?auo oaaia eaiiaiee, e aa oniaoiay i?aaiecaoeey iiaeao
iiaeeyoue ia aoaeouea oniaoe eiiiaiee. ?aeeaia a naycyo n
iauanoaaiiinoueth, a oai aieaa oeiainiaay ?aeeaia yaeyaony aaaeiui
ninoaaeythuei eaiiaiee, aac eioi?iai iaieoenue auei au neiaeii. Iaeiaei
iaiaoiaeeii o/eouaaoue athaeaeao i?aaiecaoeee, iineieueeo ?aciauaiea
?aeeaiu aeinoaoi/ii aei?iai.

Aeaiiue iaoiae i?eiaiyaony eae i?e i?iaaaeaiee PR eaiiaiee a
ainoaea?noaaiiuo o/?aaeaeaieyo, th?eaee/aneeo, oi?aiauo oe?iao,
iauanoaaiiuo i?aaiecaoeeyo, oae e a oeiainiaii naeoi?a.

Aaoi? n/eoaao, /oi aeaaiie oeaeueth niaoeeaeenoa ii ?aeeaia e ioiioaieyi
n eiaanoi?aie yaeyaony iiauoaiea aeiaa?ey e no?oeoo?a. Eiaanoi?u. ?aaii
eae e iio?aaeoaee, aeaiiino?e?otho naith iiaeaea?aeeo oieueei a neo/aa
aeiaa?ey e eiiiaiee e aa oi?aaeythuei. Aeaoniuneaiiinoue, iaiieiay
eioi?iaoeey, a oai aieaa eiaeue ia aeieaeiu eiaoue ianoa a iauaiee n
eiaanoi?aie, eioi?ua oioyo iia?aoeaii e oi/ii ciaoue ana iiainoe eae
oi?ioea, oae e ieioea. Neaaeothuay iieeoeea iiiiaeao eiiiaiee
caaiaaaoue aeiaa?ea eiaanoi?ia:

Aoaeueoa aa?anneaiu. Aa?anneaiay iieeoeea nianai ia icia/aao oieueei
iiaiith ca ?aaeecaoeeae. Ia naaiaeiyoiee aeaiue eiiiaiee auioaeaeaiu
auaea?aeeaaoue aeanoeoth eiieo?aioeeth, e eo oneeey aeieaeiu auoue
iai?aaeaiu ia oi, /oiau inoaaaoueny caiaoiuie. Aiaeeoeee e eiaanoi?u e
iio?aaeoaee oioyo iieo/aoue iieioth eioi?iaoeeth, e a aeaiiii neo/aa
aa?anneaiinoue a eiiioieeaoeaiie iieeoeea – eo/oee auoiae ec neooaoeee.

Aiai?eoa i naiai oniaoa. Oi?ioea ?acoeueoaou ie/aai ia cia/ao, anee ia
yoii ieeoi ia ciaao. Eiiiaiey aeieaeia aeiianoe aei eaaeaeiai
iio?aaeoaey / eiaanoi?a / iioaioeeaeueiiai eiaanoi?a eioi?iaoeeth i
naieo oniaoao.

Ano?a/aeoanue n eiaanoi?aie aia caaeneiinoe io oiai, oi?ioea iiainoe
eee ieioea, a ethaia a?aiy. Anee aicieeee i?iaeaiu aioo?e oe?iu,
eiaanoi?u aeieaeiu ciaoue, eaeei ia?acia ?oeiaiaenoai niae?aaony eo
?aoaoue. Ia ?aiooaoeeth oe?iu iaeooaeoei ia?acii aeeytho iaiaeeaeaiiua
?aciaea/aiey, “nth?i?ecu”.

Eaeeoa ia iauaiea n iio?aaeoaeyie / eiaanoi?aie ia?auie, ia canoaaeyeoa
eo aeaeaoue a iaaaaeaiee. E iei ioaeii i?iyaeyoue iniaia aieiaiea.

Aeeth/eoa iio?aaeoaeae / eiaanoi?ia a i?ia?aiio iieeoeee, iai?aaeaiiie
ia iauanoaaiiinoue. A no?aia ieeeeiiu iioaioeeaeueiuo eeeaioia Aaoae
oe?iu, e aeaaea anee au ioaaoeoa iaaieueooth /anoue, yoi iieaeao ia
aeaai eiiiaiee.

Oi/aony iaaeayoueny ia oi, /oi aeaiiay ?aaioa iiaeao iaeoe i?aeoe/aneia
i?eiaiaiea a i?ioeanna ioiioaiee n eeeaioaie.

Iu i?eaeeaeaainy e aeaooouny/iiio aiaeo. Iiene eeeaioia i?iaeieaeaaony
aeaaaeoeaoue /aou?a /ana a aeaiue aeaaiaea?y eiiiuethoa?iui oaoiieiaeyi.
Ana yoe oaeoi?u i?eaiaeyo e aeoeaecaoeee io?anee naycae n
iauanoaaiiinoueth e ?aeeaia, eae aa /anoe. Iu yaeyainy naeaeaoaeyie
ia/aea i?iaeoeoeaiie ?aaiou ia ?inneeneii ?uiea, eioi?ay a nei?ii
aoaeouai au?anoao a i?ioanneiiaeueioth n?aaeo aeayoaeueiinoe,
i?aa?aoeony a oeeaeeeciaaiiue ?uiie oneoa, a eioi?ii iieeoeea /anoiuo
ioiioaiee n eeeaioaie noaiao ii?iie.

NIENIE ENOI*IEEIA EEOA?AOO?U.

O. Eioea?. “Iniiau ia?eaoeiaa”.

Aiae?oian A.*.

“Eioi?iaoeeiiiay yeeoa: ei?ii?aoeee e ?uiie iiainoae”. Ecaeaoaeuenoai
Iineianeiai Oieaa?neoaoa 1991 a.

Aeaaeiia A. A.

“Iaaeee ?eeaeoic. I?eaeaoaiea a ie? oeeaeeeciaaiiuo ?uii/iuo e
iauanoaaiiuo ioiioaiee. O/aaiia iiniaea aeey aeaeiauo ethaeae”.

EIA-i?ann Iineaa 1994.

Aeye Nyi.

“Iaaeee ?eeaeoic. *oi yoi oaeia?”

NI “ONYN-Iineaa” 1990.

Ea?oa? Aa??e.

“Yooaeoeaiay ?aeeaia”,

I., I?ia?ann, 1991 a.

Iaeayooei O., Iiee Y.

“Nae?aou Aaeiai aeiia”.

Ecaeaoaeuenoai Iaaeaeoia?iaeiua ioiioaiey, I., 1971 a.

?icaioaeue Ae.Y., Eiooaa I.I.

“sscue ?aeeaiiuo oaenoia”,

I., Aunoay oeiea 1981 a.

Mitchell Beazley

“Marketing”

Core Business Studies. Mike Morris Productions Limited, 1983.

David R. Yale

“The Publicity Handbook. How to Maximize Publicity for Products,
Services & Organizations”,

NTC Business Books, Lincolnwood, Illinois USA, 1991.

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