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Alexander Nazaykin:

Biography

Books

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info☼nazaykin.ru

Alexander Nazaykin

Come to Know More about Advertising

□ Books

□ Courses and Seminars

Alexander Nazaykin: ad consultant, Russia's most popular author of  books on advertising, Doctor of Philology, associate professor at Lomonosov Moscow State University (Faculty of Journalism, Chair of Theory and Economics of Mass Media).

Graduated Lomonosov Moscow State University. Studied advertising in Bulgaria , Hungary, Poland, USA. Passed all positions from ad agent to ad director of the biggest Russian media holding (publisher of "Komsomolskaya Pravda" - daily with the largest circulation in the world at the time), and ad agency CEO.

Books

A.Nazaykin outdoor, Indoor, Transit Advertising Moscow: Solon-Press (in print now) The book puts in your hands a wealth of information about outdoor, indoor and transit advertising: types, rules, costs, design and copy requirements, media planning, audience, effectiveness, etc.

 

A.Nazaykin Evaluating advertising effectiveness Moscow: Solon-Press , 2014. - 304 pages. ISBN 978-5-91359-134-0 In advertising, efficiency and effectiveness aren't the same, but are both measurable? And how can we boost ad effectiveness in mass media and on the web? These and many other questions that admen are facing every day have find in this book a straight forward specific answer. The book is intended for readers professionally engaged in advertising, copywriting and media planning.

 

A.Nazaykin Effective Media Ad Text Moscow: Izdatelstvo MGU, 2011. - 480 pages. 1500 copies ISBN 978-5-211-06202-3 The monograph surveys various approaches, models, methods and criteria for assessing and testing ad effectiveness. Special attention is paid to marketing and media contexts as well as to copy structure and style as factors for writing effective verbal advertising texts for the mass media. Original check-lists for estimating copy effectiveness are suggested. The study will be of particular interest to lecturers, postgraduate students and practitioners in advertising.

 

A.Nazaykin Media Relations Moscow: Alpina Business Books, 2010. - 301 pages. 1500 copies ISBN   978-5-9614-0960-4 A most readable book, full of examples of domestic and foreign practice of creating and managing good press and so  revealing the main principles of PR work. The book is intended for readers, professionally engaged in PR - the stuff of PR departments and press-people, as well as for students and instructors on this subject.

 

A.Nazaykin MEDIA PLANNING Moscow: Eksmo, 2010. - 400 pages. 2000 copies ISBN 978-5-699-37175-4 A comprehensive analysis of media planning in contemporary native ad practice. The book is intended for readers, professionally engaged in advertising - the stuff of ad departments of mass media and other business branches, as well as for students and instructors on this subject.

 

A.Nazaykin Ad Salesman Handbook Moscow: Eksmo, 2008. - 416 pages. 3000 copies ISBN   978-5-699-22706-8 The complete guidebook on contemporary mass media ad selling.

 

A.Nazaykin Copywriting for Contemporary Mass Media Moscow: Eksmo, 2006. - 352 pages. 3100 copies ISBN   5-699-18344-2 A most readable book with numerous examples of contemporary domestic copywriting practice., that reveals the main principles . All basic steps and stages of creating an effective advertisement are revealed in depth. The book is designed for readers, professionally engaged in advertising - the stuff of various companies, mass media and advertising agencies as well as for students and instructors on this subject.

 

A.Nazaykin Real Estate. How to Advertise It Moscow: Vershina. - 264 pages. 1-st edition - 2005; 1000 copies 1-st reprint - 2006; 1000 copies 2-nd reprint - 2007; 1000 copies 3-rd reprint - 2007; 2000 copies ISBN   978-5-9626-0359-9 A most comprehensive book on how to create an effective ad copy and how to choose the best place in the right media at the right time to place it when dealing with various types of the real estate. The book is richly illustrated and will be most helpful for RE and ad professionals.

 

A.Nazaykin English-Russian dictionary of Advertising Terms Moscow: Vershina, 2005. - 272 pages. 5000 copies ISBN   5-9626-0070-3 The dictionary contains more than 12 000 terms, designations and abbreviations used in advertising, including some from allied fields - marketing, PR, mass-media, internet design, psychology, sociology, jurisprudence, as well as expressions from the professional slang of ad & movie makers, journalists, typographers. The dictionary is intended for readers, professionally engaged in advertising and PR, representatives of mass media, advertising agencies and advertisers, for interpreters, students and teachers of disciplines coupled to advertising.

 

A.Nazaykin 100% MEDIA PLANNING Moscow: Alpina Business Books. - 301 pages. 1-st edition - 2005; 5000 copies 2-nd edition - 2007; 3000 copies ISBN   978-5-9614-0529-3 A comprehensive analysis of media planning in contemporary native ad practice. The book is intended for readers, professionally engaged in advertising - the stuff of ad departments of mass media and other business branches, as well as for students and instructors on this subject.

 

 

A.Nazaykin MANIPULATING THE JOURNALISTS Moscow: Delo Publishing House, 2004. - 240 pages. 3000 copies ISBN   5-7749-0359-1 A most readable book, full of examples of domestic and foreign practice of creating and managing good press and so  revealing the main principles of PR work. The book is intended for readers, professionally engaged in PR - the stuff of PR departments and press-people, as well as for students and instructors on this subject.

 

A.Nazaykin ILLUSTRATING Advertising Moscow: Eksmo, 2004. - 320 pages. 1-st edition - 2004; 3000 copies 1-st reprint - 2005; 3000 copies ISBN 5-699-05281-Х A comprehensive and detailed analysis of the main rules in illustrating advertising. Over 150 examples of contemporary Russian advertising will help the copywriters and designers in putting the knowledge to practice and creating effective ad masterpieces. The book will be of particular interest to people professionally engaged in creating advertising - the stuff of ad agencies and ad departments of any business branch as well as for students and instructors in advertising and visual arts.

 

A.Nazaykin Ad Copywriting Best  Practices Moscow: Berator-Press, 2003. - 316 pages. 5000 copies ISBN   5-9531-0039-6 A most readable book, full of examples taken from domestic and foreign ad practice, that reveals the main principles of creating an effective advertisement. The book is intended for readers, professionally engaged in advertising - the stuff of ad departments of mass media and other business branches, as well as for students and instructors on this subject.

 

A.Nazaykin Efficient Ad Selling Moscow: Delo Publishing House. - 296 pages. 1-st edition - 1999; 3000 copies 1-st reprint - 2000; 3000 copies 2-nd reprint - 2002; 2000 copies 2-nd edition - 2002; 3000 copies ISBN   5-7749-0155-6 The book reveals the technology of selling ad services, time and space of the mass media. It describes step by step how the efficient agent should: position the advertising possibilities supplied, search and study the potential clients; elaborate the adequate offer; discuss the proposal using tried techniques for diluting and satisfying client’s objections; and, finally, keep the contact after closing the deal. It details as well the effective labor organization of the ad agent and the methods of professional training. The information is presented in colloquial business style eluding "hard" scientific vocabulary. Its application is simplified by numerous examples and probable dialogues in typical situations (over 200). The reader is aided in putting it in practice by a number of test forms for preparing and estimating each step on his way to a successful ad sale that he may use whenever after too. The rarity of the books on this subject, the utility of the knowledge and the comprehensibility of the exposition makes "Effective Ad Selling" be on demand both by experienced professionals and ad beginners. The book has been translated in Bulgarian.

 

A.Nazaykin PRINT MEDIA AD BUSINESS Moscow: RIP-Holding. - 206 pages. 1-st edition - 2002; 1000 copies 1-st reprint - 2002; 2000 copies ISBN   5-900045-30-7 The book details the structure, functions and principles of an effective ad department (especially one in a publishing house) as well as the styles and methods of running it. The author introduces and generalizes the Russian and world practice, and does this thoroughly and comprehensively. The book is intended for readers engaged in advertising and media management and for students and trainers on this subject.

 

A.Nazaykin EFFECTIVE PRESS ADVERTISING 1-st edition - Moscow: Gela-Print, 2000. - 298 pages.; 3000 copies 2-nd edition - Moscow: International Institute of Advertising, 2001. - 204 pages.; 1000 copies ISBN 5-94100-007-3 A comprehensive and detailed analysis of what effective advertising in print media is determined by. The abundance of examples taken from domestic and foreign ad practice will help both the advertisers and the salesmen in making successful advertising. The book will be most instructive for students and trainers in advertising too.

 

A.Nazaykin CLASSIFIED ADVERTISING Moscow: RIP-Holding. - 116 pages. 1-st edition - 2000; 1000 copies 1-st reprint - 2001; 2000 copies 2-nd reprint - 2002; 1000 copies ISBN   5-900045-08-0 The book deals with different aspects of one of the basic marketing instruments - the classified advertising. It reveals the great possibilities of the small announcements both for the advertisers and the editions when properly composed and points out in details the way to do so. The book is intended for readers, professionally engaged in advertising - the stuff of ad departments of mass media and other business branches, as well as for students and instructors on this subject.

 

A.Nazaykin REAL ESTATE ADVERTISING Moscow: Delo Publishing House, 1998. - 127 pages. 3000 copies ISBN 5-7749-0116-5 A most readable book, full of attractive images, statistics and tips on how to sell a house, hut or flat with correctly composed and published in the right place ad announcement. It will be equally helpful as to realtors and ad salesmen as well as to everybody trying to sell such type of property himself.

 

A.Nazaykin Newspaper Ad Department Moscow: Komsomolskaya Pravda, 1996. - 192 pages. 5000 copies The book describes the structure, functions and principles of organizing an ad department (especially a paper one) as well as the styles and methods of running it. The book is intended for readers, professionally engaged in media and advertising business.

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Organizing Media Relations // Mediascope. - 2009. - №4.

Media Planning on Radio // Marketing Management. - 2009. - № 1-2.

Newsbreak in Media Relations // Journalist. - 2008. - № 9.

Three Colors of Media Relations // Mediascope. - 2008. - № 1.

Media Planning // Marketing Management. - 2007. - № 10.

Print Ad Testing // Prodvizhenie. -  2004. - №12.

Sales in the Web: Anatomy of Success // Sreda. - 2002. - №2. (Reveals the great potentiality and huge ad resources of both the electronic media and the on-line issues of print press in the Web.)

Classified Advertising // Sreda. - 2000. - №6-7.

Familiar Bulgarian Scenes // Sreda. - 2000. - №3. (Review of mass media advertising in Bulgaria.)

Ever-frozen to Advertising // Sreda. - 1999. - №6-7. (Observations of ad market in Norilsk.)

Three Crises in One Bottle // Sreda. - 1999. - №3-4. (Analysis of the market of press advertising.)

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