. : . . .: , 2018. 173 . (: . ). .. . : . . .: , 2018. 173 . (: . ).ISBN 978-5-534-06706-4 : 07.08.18 Google Academia : .. . : . . .: , 2018. 173 . (: . ). , PR , . , . : pr mass communications image ........................................................................................ 5 ............................................................................. 7 1. PR .......................................... 8 2. PR ............................................................. 12 3. PR.................................................................18 3.1. .........................................................................18 3.2. .....................................................................22 3.3. - ...........................................................................................23 4. PR-.......................................... 26 4.1. ......................................................26 4.2. .....................................................30 4.3. ...................................................................32 5. : ................ 36 5.1. .................................36 5.2. -......................................................................................42 5.3. ...........................................................................43 5.4. ...................................................................................44 6. .......... 50 6.1. .....................................50 6.2. .....51 6.3. ........................................60 7. .................................................................. 63 7.1. .......................................................63 7.2. ................................65 7.3. ...............................................72 7.4. PR-....................................................................76 8. .............................................................. 82 8.1. -, -.........................................82 8.2. ...................................................................................................84 8.3. -, -..................................................................................85 8.4. ........................................................................................85 8.5. ............................................................................................86 8.6. ........................................................................................86 9. PR ................................................................ 92 9.1. - - .........................................92 9.2. - ......................................................................................94 9.3. - ...................................................96 9.4. ......................................................................99 9.5. : ............................................................100 10. PR ........................... 111 10.1. - (product placement).............................................111 10.2. - (life placement).........................................................112 10.3. PR-.............................................................................................112 11. .........................................................116 11.1. PR ............................................................116 11.2. PR ..................................................................................121 12. PR...............................................................133 12.1. PR ....133 12.2. PR ...........................................................137 13. PR-.............................................. 141 13.1. PR- .........................141 13.2. PR- .......................................143 13.3. PR- .........................................................144 14. PR-........................151 14.1. - PR-..................................151 14.2. PR, ...............................153 14.3. KPI PR- .........................................................................................158 15. ............................................................................................160 15.1. ......160 15.2. .............................................163 15.3. ...........................................................165 15.4. ........................................................................168 ............................................................ 171 ........................... 173: