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Ivanov S. A.
Chair of Management and Integrated Marketing Communications, St. Petersburg University of State Fire Fighting Service of Emergency Control Ministry of Russian Federation, PhD (Economics), Professor
Bakhtin A. A.
PhD student, Chair of Marketing, St. Petersburg State University of Economy and Finances

The use of musical means of communication with a consumer: concept of efficiency (Russia, St. Petersburg)
The article focuses on the use of musical means in marketing communications; the authors argue that success in this sphere requires developing of conception on the basis of an all-encompassing communicative model that includes interrelated indices of efficiency
Key words: marketing communications, music, audio means, advertisement, efficiency, communicative mode
Pages: 222 - 226

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