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5. 6. 3. Âëèÿíèå íà ìîòèâàöèÿòà âúðõó âúçïðèÿòèåòî………...  52

5. 8. Çàïîìíÿíå íà ðåêëàìíîòî ïðåäëîæåíèå………………………….  53

5. 8. 1. Àñîöèàòèâåí ïðîöåñ……………………………………………………….  62

5. 8. 2. Óñëîâíè ðåôëåêñè…………………………………………………………….  63

5. 8. 3. Åìîöèèòå, êàòî ôàêòîð, âëèÿåù

âúðõó çàïàìåòÿâàíåòî……………………………………………………………….  67

5. 9. Ìîòèâàöèîíåí ìîäåë â ðåêëàìàòà………………………………….  77

5. 10. Èìèäæ – ìîäåëúò â ðåêëàìàòà……………………………………   88

5. 11. Ñúçäàâàíå íà áàçîâî ðåêëàìíî ïðåäëîæåíèå…. ……………  93

5. 12. Îïðåäåëÿíå íà îñíîâíàòà ñòðóêòóðà íà ñúîáùåíèåòî 97

5. 13. Èçáîð íà íàé-âúçäåéñòâàùî ðåêëàìíî ñúîáùåíèå…….  105

5. 13. 1. Íà÷èí çà ïðîÿâÿâàíå ñèëàòà íà

      âúçäåéñòâèåòî íà ðåêëàìíîòî ñúîáùåíèå…………….  105

5. 13. 2. Âèäîâå òåëåâèçèîííà ðåêëàìà………………………………….  111

5. 13. 3. Êàêâî äà êàæåì íà çðèòåëèòå?……………………………...  113

5. 13. 4. Êàêúâ äà áúäå ðåêëàìíèÿò àïåë?…………………………….  115

5. 14. Òåõíèêè çà ñúçäàâàíå íà ñúîáùåíèåòî…………………      117

5. 15. Ñúçäàâàíå íà ïðîåêòè…………………………………………………..  121

5. 16. Èçáîð íà ïðîåêòè………………………………………………………….  122

5. 17. Òåñòâàíå íà òåëåâèçèîííè,ðåêëàìíè êëèïîâå……………  123

6. Çàïëàõè îò óíèùîæàâàíå åôåêòèâíîñòòà íà ðåêëàìàòà 126

7. Ïðîâåðêà íà åôåêòèâíîñòòà íà

ðåêëàìíîòî âúçäåéñòâèå………………………………………………………..  126

²². Äîïúëíèòåëíà-ïðàêòè÷åñêà ÷àñò…………………………………….  129

 

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