RUDN Journal of SociologyRUDN Journal of Sociology2313-22722408-8897Peoples’ Friendship University of Russia named after Patrice Lumamba6091UnknownAdvertising Viewed as a Marketing and Communication Strategy ToolBrayovitchА S<p>Aegis Media</p>rudn@rudn.ruAegis Media150420104748207092016Copyright © 2010, Brayovitch2010<p>The article touches upon the role of advertising in the contemporary living environment of an individual and society. The technology of copy preparation (the use of metaphors, humour, segmentations, speech patterns, etc.) is exposed. The planning of advertising campaign, its differentiation on various grounds and the close connection with the globalization process in the contemporary world are also examined.</p>advertisingcommunicative functionadvertising campaignconsumermarketingрекламакоммуникативная функциярекламная кампанияпотребительмаркетинг[Bannikova L.N. Marketing kak sotsial'nyi protsess: sotsiologicheskie aspekty analiza. - Ekaterinburg: Izd-vo UGTU-UPI, 2007.][Krut' O.B. Reklama v period globalizatsii // Sotsial'no-ekonomicheskie problemy transformatsionnoi ekonomiki. - Tyumen': Vektor Buk, 2005.][«Mnogie oshibochno poschitali, chto teleefir mozhno budet kupit' za kopeiki»: Glava gruppy Aegis Media Andrei Braiovich o reklamnom rynke v 2010 // RBK daily. 10 fevralya 2010.][Muzykant V.L. Reklama v deistvii: istoriya, auditoriya, priemy. - M.: Eksmo, 2007.][Rozental' D.E., Kokhtev N.N. Yazyk reklamnykh tekstov. - M., 1981.][Tolmacheva S.V. Reklamnaya deyatel'nost'. - Tyumen': Izd-vo TyumGNGU, 2005.][Tolmacheva S.V. Ocherki reklamnoi deyatel'nosti. - Tyumen': Pechatnik, 2004.][Feofanov O.A. Reklama: novye tekhnologii v Rossii. - SPb.: Piter, 2000.][Inside the TV Business. - N.Y., 1979.][Ries A., Trout J. Positioning: The Battle for Your Mind. - N.Y., 1981.]