New age of marketing

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• New age of marketing

?????? ????????? ??????, 14 ??????? 2008
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• ???? ???????? CATI, Media Research, Ipsos,
  Market Watch, ???

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• ad 1 ????? ? ????????? ????????????????? ?
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• ad 2 ????? ? ????????? ??????????
• ad 4 ???????? ?????? ?????? ?? ????
  ????????????

• QUESTION 2 Please mark to what extent you agree
  or disagree with the following statements
  concerning this advertisement.

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????? ?????? (?? ????? 1 ????????????? ??
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ad 1 N 500 ad 2 N 500 ad 3 N 500 ad 4 N
500
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• ????? ?????? ?????????? ????????????? ?????? ?
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• ???? ????? ?????????? ????????? ?????????
  ???????? ????????? ?????????? ad 2 ? ad 4
  ??????? ad 2 ????????????? ??????
• ad 1 ???????????? ???
• ad 4 ?????????

• QUESTION 1 What would you associate this
  advertisement with at first glance?

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?????????? 100, ?.?. ?????? ?????? ?
???????????? ?????????????? ??????
ad 1 N 500 ad 2 N 500 ad 3 N 500 ad 4 N
500
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??? ???????? CTR ?? ????? ?????
???????? gemiusDirectEffect, ??????? ????? ??
?????, 2007
??? ???, ??? ????? ???????? ?? ??????????
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CTR
CR
Post-Click
Post-View
?????????? (cookies), ?????????? ??????? ????
????? ????????? ???????
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???????? Hyundai Study ????? ?? ?????????????
????????? ???????? ?????? 2007
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???????? Hyundai Study ????? ?? ?????????????
????????? ???????? ?????? 2007
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???????????, ???????????? ?? ????????????? 25-39
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? ??????? ??????? ???? ??????? CTR 1,
conversion rate 80 ? post-campaign ????????
?? ??????, ??? ????????? ???????? ?????????, ??
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1 (?????? ????? ?????? ?????? ?????? ??????)
Pretest N 962 Posttest N 945 Posttest
(mailing) N 671
100 - ??? ???????????, ??? ????? BRAND X
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• Tila Tequila
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• ???????? ? 1981 ? ?????????
• ????? 1,7 ???????? ?????? ?? MySpace ?
  ??????????? MTV ??? (????? ???????? ??????)

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• ???????? ???????? ??? ???????????? Nike Run
• ???????????? ?????? Nissan Qashqai
• ??????????????????? Mentos Coke
• ?? ?????? ?????????? ???????? DoveGreenpeace
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34
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?????? ????????? Operations Director Gemius
Russia marina.solovyeva_at_gemius.com ?????? ??????
???? ???.,3 ???? 235 ???./???? 7 495 254
3034 www.gemius.ru
sierpien 2006