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I offer you a list of literature on the topic: “Advertising. Advertising activity"

1. Federal Law No. 38-FZ of March 13, 2006 (as amended on July 18, 2011) “On Advertising” [Electronic resource] URL http://www.consultant.ru/online/base/?req=doc;base=LAW; n=116655
2. Ambler, T. Practical marketing / T. Ambler. - St. Petersburg: Peter, 2000. - 213 p.
3. Bagiev, G.L. Marketing: Textbook for universities. 3rd ed. / G. L. Bagiev, V. M. Tarasevich, H. Ann. - St. Petersburg: Peter, 2007. - 736 p.
4. Belyaev, V.I. Marketing: fundamentals of theory and practice: textbook. / IN AND. Belyaev. - M. : KNORUS, 2005. - 456 p.
5. Bendina, N.V. Marketing (lecture notes). / N. V. Bendina. - M .: "Prior-izdat", 2005. - 215 p.
6. Golovleva, E.L. Fundamentals of advertising / E.L. Golovlev. - M .: JSC "Moscow textbooks", 2006. - 271 p.
7. Golubkov, E.P. Fundamentals of marketing / E. P. Golubkov. – M.: Fin-Press, 2003. – 688 p.
8. Evstafiev, V.A. Introduction to media planning / V.A. Evstafiev, V.N. Yassonov. – M.: Roy, 1998. – 260 p.
9. Kotler, F. Marketing in the third millennium: How to create, win and keep the market. / F. Kotler; Translation from English. V. A. Goldich and A. I. Oganesova. - M .: LLC "Publishing House AST", 2001. - 272 p.
10. Kotler, F. Fundamentals of Marketing / F. Kotler, G. Armstrong, D. Saunders, V. Wong. - Per. from English. - 2nd European ed. – M.; St. Petersburg: Williams Publishing House, 2002. - 944 p.
11. Marketing: General Course: Textbook / Ed. N. Ya. Kalyuzhnikova, A. Ya. Yakobson. - 2nd ed., Rev. – M.: Omega-L, 2007. – 795 p.
12. Marketing: Textbook. / Ed. Prof. T. N. Paramonova. - 5th ed., Sr. – M.: KNORUS, 2008. – 360 p.
13. Medvedeva, E.V. Advertising communication / E.V. Medvedev. - M.: Editorial URSS, 2003. - 280 p.
14. Milner, B.Z. Theory of organization: textbook. / B.Z. Milner. – M.: INFRA-M, 2002. – 558 p.
15. Minko, E.V. Marketing: textbook. allowance / E. V. Minko, N. V. Karpova. - M.: UNITI-DANA, 2007. - 415 p.
16. Morozova, N.S. Stages of planning an advertising campaign. / N.S. Morozova // Social and humanitarian knowledge. - 2010. - No. 6 - C 34-39
17. Nozdreva, R.B. Marketing: how to win in the market / R.B. Nozdreva, L.I. Tsygichko. - M.: Finance and statistics, 2006. - 345 p.
18. Okeanova, Z.K. Marketing: textbook. / Z. K. Okeanova. - M .: TK Velby, Publishing House Prospekt, 2007. - 424 p.
19. Pankrukhin, A.P. Marketing: textbook. / A.P. Pankrukhin. – M.: Omega-L, 2007. – 518 p.
20. Pimenov, P.A. Fundamentals of advertising / P.A. Pimenov. – M.: Gardariki, 2006. – 399 p.
21. Romat, E.V. Advertising. / E.V. Romat. - St. Petersburg. : Peter, 2003. - 556 p.
22. Solovyov, B.A. Marketing: Textbook. / B. A. Solovyov. - M.: INFRA-M, 2007. - 340s.
23. Sulyagin, Yu.A. Advertising. Tutorial. / Yu. A. Sulyagin, V. V. Petrov - M., 2006. - 532 p.
24. Wells, W. Advertising: principles and practice / W. Wells, D. Burnet, S. Moriarty. - St. Petersburg, 1999. - 270 p.
25. Aniskina N.V. Linguistic features and text structure in radio advertising / N.V. Aniskina // Bulletin of the Kostroma State University. ON THE. Nekrasov. - 2010. - T. 16. - No. 1. - S. 69-73.
26. Antonov L.V. Features of entrepreneurial activity in the advertising market / L.V. Antonov //Social and economic phenomena and processes/L.V. Antonov. - 2011. - No. 8. - S. 9-12.
27. Gordeeva N.V. Basics of creating a good text in radio advertising / N.V. Gordeeva // Socio-economic and technical systems: Research, design, optimization. - 2007. - No. 2. - P. 1.
28. Polukarov, V. L. Television broadcasting advertising / V. L. Polukarov. - M.: Polipress, 2010. - 124 p.
29. Ruzhnikov V.N. From "Radiovestnikov" ROSTA to the information program "Mayak" // Yaroshenko V. N. Information genres of journalism. M.: Knowledge, 2010. - S. 45
30. Smirnov V.V. Advertising on the radio / V.V. Smirnov. - St. Petersburg: Peter, 2012. - S. 13
31. Statkevich E.A. Speech strategies and tactics of modern radio advertising//E.A. Statkevich Omsk Scientific Bulletin. - 2011. - No. 95. - S. 212-215.
32. Uchenova V. Advertising: a palette of genres / V. Uchenov. — M.: Infra-M, 2012. — S. 150.
33. Shchepilova G.G. Criteria for the classification of radio advertising / G.G. Shchepilova // Mediascope. - 2010. - No. 1. - S. 2-20.

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This textbook is the first attempt to reflect all the didactic units of the course "Fundamentals of Advertising" in accordance with the state educational standard (federal component) and is intended to form a coherent system of views among students on modern advertising and information activities and the prospects for its development.

The main milestones in the history of advertising development, the role of advertising in the system of marketing communications, the features of using various means of advertising distribution, the basic concepts and methods for developing advertising products, organizing and conducting advertising campaigns, as well as monitoring their effectiveness are considered.

An extensive bibliography, terminological dictionary, control questions and verification tests are given.

The textbook was prepared by the team of authors of the Department of Design, Advertising and Technology of Printing Production of the Omsk State Technical University and is intended for students of higher educational institutions studying advertising, PR, and marketing.

• INTRODUCTION
• CHAPTER 1 ADVERTISING AND SOCIETY
• 1.1 Concept, essence and objectives of advertising
• 1.2 Types of advertising
• 1.3 Advertising process and its participants
• 1.4 Russian advertising market: state, features and development prospects
• CHAPTER 2. HISTORY OF THE ORIGIN AND DEVELOPMENT OF ADVERTISING
• 2.1 History of antique advertising
• 2.2 Advertising in the Western European Middle Ages
• 2.3 New stage of advertising in Europe
• 2.4 History of domestic advertising
• CHAPTER 3. ADVERTISING IN THE SYSTEM OF MARKETING COMMUNICATIONS
• 3.1 Communication theory applied to advertising
• 3.2 Advertising in the marketing concept system
• 3.3 Marketing communications system and its components
• 3.4 Sales promotion
• 3.5 Direct marketing
• 3.6. Public relations
• CHAPTER 4. MEANS OF DISTRIBUTION OF ADVERTISING
• 4.1 Press advertising
• 4.2 TV advertising
• 4.3 Radio advertising
• 4.4 Outdoor and transit advertising
• 4.5 Advertising in cinemas
• 4.6 Exhibitions and fairs
• 4.7 Other advertising media
• CHAPTER 5
• 5.1 The structure of the verbal part of advertising
• 5.2 Brand name
• 5.3 Unique selling proposition
• 5.4 Advertising vocabulary
• 5.5 Argumentation in advertising
• CHAPTER 6. PLANNING THE ADVERTISING CAMPAIGN
• 6.1 The concept, types and main stages of planning an advertising campaign
• 6.2 Brief
• 6.3 Determining the advertising strategy
• 6.4 Formation of the advertising budget
• 6.5 Selection of advertising media and advertising media
• CHAPTER 7. ADVERTISING RESEARCH. EFFICIENCY OF ADVERTISING
• 7.1 Advertising research
• 7.2 Cost effectiveness of advertising
• 7.3 Communicative effectiveness of advertising
• CHAPTER 8. WORLD ADVERTISING MARKET. CROSS-CULTURAL ANALYSIS OF ADVERTISING COMMUNICATION
• 8.1 Global advertising market
• 8.2 International advertising
• 8.2 Cross-cultural analysis of advertising communication
• CHAPTER 9. ADVERTISING IN INDUSTRIES AND FIELDS OF ACTIVITY
• 9.1 Advertising activities of industrial enterprises
• 9.2 Merchandising
• 9.3 Features of the promotional activities of travel companies
• 9.4 Advertising of banking services

Federal Law No. 108-FZ of July 18, 1995 "On Advertising" (as amended and supplemented on June 18, December 14, 30, 2001, July 2012, March 13, 2014)

Arkhipov VE Principles of effective management and marketing. - M.: INFRA-M, 2015. - 256s.

Bagiev G.L. Fundamentals of organizing marketing activities at the enterprise. St. Petersburg: Peter, 2011. - 176s.

Bardier G.L. Business psychology. M.: Genesis, 2012. - 412s.

Basovsky L.E. Marketing. M.: INFRA-M, 2012. - 219p.

Berman J., Evans D. Marketing. / Per. from English. - M.: INFRA-M, 2012. - 420s.

Virin F.Yu. Modern tools for in-depth analysis of advertising campaigns. // Marketing in Russia and abroad. - 2013. - No. 6. - P.86-92.

Volodeeva L.V. Organization and effectiveness of trade advertising. St. Petersburg: Soyuz, 2014. - 154 p.

Gasanenko N.A. How to evaluate the effectiveness of an advertising campaign. // Marketing and advertising. - 2014. - No. 7-8. - P.17-20.

Golubkov E.P. Fundamentals of Marketing. M.: Finpress, 2012. - 656s.

Zavyalov P.S., Demidov V.E. The formula for success is marketing. M.: International relations, 2011. - 280s.

Kotler F. Fundamentals of marketing. / Per. from English. - M.: Progress, 2013. - 640s.

Moiseeva N.K. Marketing management. M.: Finance and statistics, 2012. - 304 p.

Naumova L.M. Applied marketing in the company. M.: Elite, 2014. - 204p.

Peshkova E.P. Marketing analysis in the company's activities. M.: "Axis -89", 2015. - 214p.

Punin E.I. Marketing, management and pricing in the enterprise. M.: International relations, 2013. - 310s.

Razu M.L., Filippov A.V., Yakutin Yu.V. Management, marketing, personnel. M.: AKDI, 2014. - 540s.

Rubtsov SV Management of marketing and personal factor. // Marketing and marketing research in Russia. - 2015. - No. 1. - P.12-16.

Svetunkov M. G. Adaptation of the firm's marketing strategy. M.: Economics, 2013. - 205p.

Filyurin A.S. Russian features of brand promotion and management. // ECO. - 2010.- №5. - P.169-181.

Charmesson G. Trademark. How to create a name that will bring millions. / Per. from English. - St. Petersburg: Peter, 2014. - 302 p.

Churchill G.A. Marketing research. / Per. from English. - St. Petersburg: Peter, 2012. - 752 p.

Khrutsky V.E., Korneeva I.V. Modern Marketing: A Handbook for Market Research. M.: Finance and statistics, 2012. - 214p.

Shabanova T.V., Gukkaev V.B. How to properly advertise your products? // top. - 2013. No. 5. - P.12-25.

Conclusion.

A characteristic feature of modern advertising is the acquisition of its new role as a result of involvement in the process of managing the production and marketing activities of industrial and service firms. The essence of the new advertising is that it has become an integral and active part of the integrated marketing system and the effectiveness of the manufacturer's advertising and information activities and its compliance with the new requirements of the world market.

In the general system of an extensive complex of marketing activities, advertising is, as a rule, by no means the dominant element. Practice shows that the most significant factors determining the increase or decrease in the sale of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc.

Advertising requires a lot of money, which is easy to waste if the company fails to accurately formulate the problem, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, fails to evaluate the results of advertising activities. The first step in developing a marketing strategy is choosing a target market. The second is to determine the appropriate marketing mix for each target market. The marketing mix is ​​defined by how the company uses the 4Ps: product, price, location, and promotion. Advertising is one of the tools for promoting a product.

Each of the media has its own capabilities and characteristics in relation to certain social groups. Advertisers must plan what media to use to attract the target buyers. After that, the task of the media planner is to select from the available media such radio stations, television programs, newspapers, and so on, which could achieve the desired result in the most effective way.

When planning and organizing, one should try to avoid the most common mistakes encountered when creating an advertising message, such as the lack of a permanent image of the advertised product or service, the passion for an idea that does not reflect the essence of the brand, the presentation of the product in advertising in superlatives. All this can cause irreparable damage to the advertised product, discredit it in the eyes of the buyer, thereby nullifying all efforts to promote the product to the market.

Bibliography:

• 1. Bagiev G.L., Tarasevich V.M., Ann H. Marketing. - M.: Economics, 2009.
• 2. Burnett J., Moriarty S. Marketing communications integrated approach. - St. Petersburg, 2008.
• 3. Borisov B.L. Technologies of advertising and PR. - M., 2008.
• 4. Buzin V. Media planning for practitioners. - M., 2006.
• 5. Golubkov, E.P. Marketing research: theory, methodology and practice: textbook. - 3rd ed. - M.: Publishing house "Finpress", 2008.
• 6. Golovleva E.L. Fundamentals of advertising: a tutorial. - M.: publishing house "Phoenix", 2006.
• 7. Deyan A. Advertising. - St. Petersburg: ID "Neva", 2008.
• 8. Dichtl E., Hershgen H. Practical marketing. - M.: Higher school, 2006.
• 9. Mudrov A.N. Fundamentals of advertising: textbook. M., 2006.
• 10. Naumova A.V. Communication effectiveness of an advertising campaign // Eco: economics and organization of production. - 2008. - No. 12
• 11. Pankratov F. G., Bazhenov Yu. K., Seregina T. K., Shakhurin V. G. Advertising activity: Textbook for students of higher educational institutions. -- 3rd ed., revised. and additional -- M.: Information and implementation center "Marketing", 2008.
• 11. Rossiter JR, Percy L. Advertising and promotion of goods. - St. Petersburg: Peter, 2008.
• 12. Tereshchenko V.M. Marketing: new technologies in Russia. - St. Petersburg: Peter, 2007.
• 13. Feofanov OA Advertising: new technologies in Russia. - St. Petersburg: Peter, 2009.
• 14 www. marketing. proadv. net

2. Gruzdeva O.A., Sarkisyan O.A., Krasovsky G.V. Advertising activity: theory and practice. - K., - 2004. - 356 p.

3. A. Juler, Bee. Dryuniani. Creative strategies in advertising. - M.: Progress, 1991. - 256 p.

5. Dubois J., Adeline F., Klishevnberg J.-M. etc., general rhetoric. M., -1986, 45-p.

6. Zaretskaya E.N. Rhetoric: Theory and practice of language communication. - M .: Delo, 2001. - 345 p.

9. Ivanov V.F., Meleshchenko O.K. Modern computer technologies and mass communication: aspects of zastosuvannya. - K .: 13MN, 1996. - 180 p.

9. Kevorkov V.V. Tagline? Tagline! Slogan... - M.: RIP-Holding, 1996. - 95 p.

10. Krivonosov A.D. Genres of PR-text. - S-P., - 2002. - 34 s.

13. Lotman Yu.M. Rhetoric. - Work on sign systems. - T., - 1981. 56-p.

16. Marketing at the printing company: Textbook for universities M.: MGUP, 2000. - 284 p.

17. N. Meskheshvili. Expressive ways of written communication. - M.: - 1989. - 67 p.

21. Pirogova Yu. Hidden and explicit comparisons // Article in the journal "Advertising and Life", 1998. - No. 5, - 78 p.

Basically, the list of literature on advertising in 2016, relevant at the indicated time, was prepared using the classics of educational literature on advertising in the first place. This list of literature on advertising, suitable for the preparation of student papers in the first place, also includes publications of the 2000s. Ogilvie's works, included in the "golden fund" of advertising studies, are also included in this list of literature on advertising in 2016.