Рекламный вектор - 2013: актуальные коммуникации: сборник материалов VII научно-практической конференции. Москва, 16-17 апреля 2013 г.
In Conference Proceedings "Advertising vector" includes articles of young scientists and specialists, students, teachers and practitioners of communication business. submissions contained analysis of a wide range of issues related to the development of marketing communications
Offers its readers an article is a concise statement of the hypothesis on the possible conceptual foundations of information law of the digital age, that is the system of control in relationships, which must inevitably arise in the expanding penetration of information and networking technologies in the life of modern society. This vision of information law as the law of cyberspace, the Russian equivalent of English Cyberspace Law, was first presented by us January 27, 2000 at a conference on actual problems of information law at the Moscow State Law Academy. OE Kutafin. If you submit that information and communication networks - is not just a new means of communication, and the new habitat area of human civilization, a new sphere of human activity and the scope of the new law, it is easy to understand that the information law should have a special method of regulation, because regulation of the public relations, first of all, will be carried out in cyberspace.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
On the example of advocacy support of National Population Census in 2010, some specifics features of public information projects under the existing regime of public procurement are considered.
This tutor and exercise book discusses the key concepts and tools of modern marketing, and is closely associated with all aspects of management in modern companies. Management policy details and the mechanisms for the use of marketing techniques to increase the capitalization of the business are reviewed as well as effective management of the product portfolio, effective brands creation and and brand portfolio management, and also the evaluation methods to measure the effect of marketing programs. The principles of creating well controlled structures of marketing in services companies, customer-oriented business development, modern approaches to segmenting the consumer and product customization yet new methods and technologies of marketing using information technologies of the XXI century are also examined in present book.
The paper analyzes the basic principles of interaction between government agencies and involved PR organizations, identifies goals and objectives of media campaigns, and compares the modern Russian practice with the experience of other countries.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.