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Advertising. Public relations --- Företagande. --- Marknadsföring --- Reklam --- Psykologiska aspekter.

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La publicité n’a jamais été considérée comme une activité moralement neutre, comme le commerce par exemple, dont elle est pourtant une simple facette. Il n’est peut-être pas si simple de comprendre pourquoi ni de rendre compte objectivement de la place et du fonctionnement de la publicité en tant que secteur d’activité. En adoptant le «point de vue du publicitaire», Luc Chomarat rappelle que la pub n’est qu’un élément du marketing mix et que son but n’est pas directement de faire vendre mais de construire des marques. Du brief client à la diffusion de la campagne, il nous donne surtout à comprendre le fonctionnement concret d’une agence publicitaire : comment les publicitaires répondent aujourd’hui aux besoins de communication des annonceurs. Non sans humour, il interroge aussi, de l’usage d’Internet aux développements des «ghosts», les mutations actuelles du métier et nous invite, grâce à de nombreux exemples, à décortiquer les logiques de création en matière de publicité. Car enfin, c’est quoi une bonne pub ?

Advertising --- Publicité --- BPB1304 --- Reclame --- Publicité --- reklám --- reklamar --- reklame --- διαφήμιση --- mainonta --- publicidade --- рекламирање --- reklama --- reclame --- pubblicità --- огласување --- reklamavimas --- publicitet --- reklaam --- oglaševanje --- propagace --- reklam --- advertising --- publicitate --- oglašavanje --- fógraíocht --- publicidad --- reklāma --- реклама --- Werbung --- campanie publicitară --- reklamos kampanija --- пропагандна порака --- réclame --- reklāmas kampaņa --- reklamní kampaň --- mainoskampanja --- publiciteit --- διαφημιστική πληροφόρηση --- publicidad comercial --- publicidade comercial --- advertising campaign --- Werbeinformation --- hospodářská reklama --- reklamná kampaň --- lancio pubblicitario --- informação publicitária --- kommerciel reklame --- kommersiell reklam --- annoncekampagne --- reklamna kampanja --- annuncio pubblicitario --- Werbekampagne --- campanha publicitária --- campagna pubblicitaria --- reclameactie --- διαφημιστική προώθηση --- reklamiranje --- Werbefeldzug --- Reklame --- reklama (produkt) --- informazione pubblicitaria --- reklamní akce --- Werbeanzeige --- publicité commerciale --- commerciële reclame --- reklamekampagne --- reklamní inzerce --- advertisement --- manifesti --- propaganda publicitaria --- information publicitaire --- reklaamimine --- fushatë reklamash --- información publicitaria --- kereskedelmi hirdetés --- inzerce --- Werbeaktion --- ЕПП --- reklameinformation --- oglas --- advertentie --- reklamkampanj --- reclamecampagne --- pubblicità commerciale --- оглас --- reklaamikampaania --- campagne publicitaire --- mainos --- reclamă --- annonsering --- Wirtschaftswerbung --- campaña publicitaria --- reklamë --- εμπορική προβολή --- reklamní informace

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La matière examinée dans le présent ouvrage est globalement celle des origines, du contenu, de l’application et de l’évolution de la loi du 2 août 2002 relative à la publicité trompeuse et à la publicité comparative, aux clauses abusives et aux contrats à distance en ce qui concerne les professions libérales. Cette législation existe en parallèle, mais distinctement, de celle qui gouverne les relations entre les autres professionnels et leurs clients. Elle est toujours d’actualité, mais pour combien de temps ? La réponse est incertaine. Certes, ni la loi du 14 juillet 1991 sur les pratiques du commerce et l’information et la protection du consommateur, ni la loi modificative du 5 juin 2007, ni la LPMC du 6 avril 2010 n’ont été étendues aux professions libérales, mais un arrêt de la Cour constitutionnelle du 6 avril 2011 est venu remettre ce cloisonnement en question. Nous verrons la suite qui y sera donnée. Par ailleurs, le législateur européen s’est récemment manifesté sous la forme de la proposition de directive du 8 octobre 2008, suivie de la directive du 25 octobre 2011 relative aux droits des consommateurs, sans oublier la directive Bolkestein telle qu’elle a été transposée en droit belge par la loi du 26 mars 2010 sur les services. Ces aspects ont également été pris en considération dans le présent ouvrage.

Law of obligations. Law of contract --- Economic law --- Belgium --- E-books --- BPB1208 --- Profession libérale --- Publicité abusive --- Publicité comparative --- Vente à distance --- professions liberales --- contrat --- marche --- distansförsäljning --- teleshopping --- venda à distância --- vânzare la distanță --- prodaja na daljinu --- πώληση εξ αποστάσεως --- shitje në distancë --- prodaja na daljavo --- zásielkový predaj --- продаја на даљину --- etämyynti --- zásilkový obchod --- sprzedaż wysyłkowa --- поръчкова търговия --- távértékesítés --- distance selling --- Versandhandel --- vendita a distanza --- tālpārdošana --- venta a distancia --- fjernsalg --- продажба од далечина --- kaugmüük --- telebejgħ --- nuotolinis pardavimas --- vente par correspondance --- distansavtal --- ordin de plată prin poștă --- telefonförsäljning --- preču pasūtīšana pa pastu --- shitje përmes postës --- pardavimas paštu --- Versandgeschäft --- каталошка продажба --- kaugost --- telemercado --- τηλεωνιστική --- predaj na dobierku --- Ferngeschäft --- mail-order buying --- pirkimas paštu --- телепродажба --- contrat négocié à distance --- blerje përmes televizionit --- vendita per corrispondenza --- televeikals --- postimüük --- postimyynti --- televenda --- contratto negoziato a distanza --- televânzări --- Teleshopping --- πώληση δι' αλληλογραφίας --- venda por correspondência --- nákup na dobírku --- etäkauppa --- τηλεαγορά --- aftale vedrørende fjernsalg --- πώληση από απόσταση --- contrato negociado a distancia --- postorderförsäljning --- kataloška prodaja --- postordresalg --- TV prodaja --- продажба преку интернет --- postorderverkoop --- ordin de vânzare prin poștă --- σύμβαση η διαπραγμάτευση της οποίας γίνεται από απόσταση --- mail-order selling --- teleacquisto --- teleindkøb --- telecompra --- zásilkový prodej --- telekomunikacinė prekyba --- blerje përmes postës --- nákup na dobierku --- venta por correspondencia --- téléachat --- srovnávací reklama --- összehasonlító reklám --- fograíocht chomparáideach --- vertaileva mainonta --- vergleichende Werbung --- vergelijkende reclame --- võrdlev reklaam --- primerjalno oglaševanje --- упоредно рекламирање --- reklamim krahasues --- publicitate comparativă --- sammenlignende reklame --- publicidade comparativa --- reklama porównawcza --- comparative advertising --- publicidad comparativa --- lyginamoji reklama --- споредбено рекламирање --- jämförande reklam --- poredbeno oglašavanje --- сравнителна реклама --- porovnávacia reklama --- riklamar komparattiv --- συγκριτική διαφήμιση --- salīdzinājumreklāma --- pubblicità comparativa --- компаративно рекламирање --- komparativno oglašavanje --- reklama nieuczciwa --- reklaamipettus --- nekalá reklama --- otillbörlig reklam --- publicidade abusiva --- непрописно рекламирање --- незаконни рекламни практики /недобросъвестна реклама --- нелојално рекламирање --- pubblicità abusiva --- unlautere Werbung --- reklamë abuzive --- publicitate abuzivă --- harhaanjohtava mainonta --- παραπλανητική διαφήμιση --- neatļauta reklāma --- tisztességtelen reklám --- nedopustno oglaševanje --- misleidende reclame --- prassi abbużiva tar-riklamar --- klaidinanti reklama --- advertising malpractice --- publicidad abusiva --- nezákonné reklamné praktiky --- utilbørlig reklame --- zloupotreba oglašavanja --- piilomainonta --- falsă publicitate --- vilseledande marknadsföring --- unfair advertising --- alalävine reklaam --- unwahre Werbung --- sluikreclame --- publicité déloyale --- reklamë e nënvetëdijes --- измамувачко рекламирање --- ebaaus reklaam --- false advertising --- publicidad desleal --- vildledende reklame --- lažna reklama --- irreführende Werbung --- nepravdivá reklama --- αθέμιτη διαφήμιση --- ψευδής διαφήμιση --- nepoštena promidžba --- reklamë e rremë --- vale reklaam --- jogellenes reklám --- negodīga reklāma --- maldinoša reklāma --- reklamë e padrejtë --- zlouporaba oglašavanja --- заведувачко рекламирање --- publicidade enganadora --- publicidad falsa --- vilpillinen mainonta --- félrevezető reklám --- illojal reklam --- zavádzajúca reklama --- podvodná reklama --- deceptive advertising --- subliminal advertising --- podvedomá reklama --- neteisinga reklama --- zavádějící reklama --- misleading advertising --- falsk reklame --- publicidade falseada --- segadusttekitav reklaam --- publicidad engañosa --- pasąmonę veikianti reklama --- nesąžininga reklama --- pubblicità sleale --- apgaulinga reklama --- ongeoorloofde reclame --- illoyal reklame --- reklamë keqorientuese --- publicidade desleal --- pubblicità ingannevole --- reklamë mashtruese --- klamlivá reklama --- pubblicità menzognera --- publicité mensongère --- unsachliche Werbung --- betrügerische Werbung --- eksitav reklaam --- zloupotreba reklame --- szabadfoglalkozású --- svobodni poklic --- vaba elukutse --- liberal profession --- fritt yrke --- ελευθέριο επάγγελμα --- свободна професия --- profesión liberal --- gairm bheatha liobrálach --- laisvoji profesija --- liberalt erhverv --- brīvā profesija --- vapaa ammatti --- freier Beruf --- professjoni libera --- slobodné povolanie --- слободна професија --- slobodno zvanje --- vrij beroep --- profissão liberal --- profesii liberale --- libera professione --- wolny zawód --- svobodné povolání --- profesion i lirë --- profissional liberal --- slobodna profesija --- libero professionista --- ελεύθερο επάγγελμα --- ελεύθερος επαγγελματίας --- saorghairm --- нотаријат --- slobodno zanimanje --- vrije beroepen --- contract --- markt --- Professions --- Law and legislation --- Advertising laws --- Electronic commerce --- Consumer contracts --- Deceptive advertising --- Professions libérales --- Publicité --- Commerce électronique --- Contrats de consommation --- Publicité mensongère --- Droit --- EPUB-ALPHA-P EPUB-LIV-FT LIVDROIT STRADA-B --- ciandíol --- míchleachtas fógraíochta --- Belgique --- Vente à distance --- Profession libérale --- Publicité abusive --- Publicité comparative --- Droit public économique --- Droit commercial --- Travailleurs indépendants --- Contrats électroniques --- Consommateurs --- Publicité mensongère --- Protection

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marketing --- public relations --- marktonderzoek --- direct marketing --- commercials [oral or performed works] --- Marketing --- PR (public relations) --- reclame --- verkoop --- Closed periodicals --- Annuaire --- Mercatique --- Communication de masse --- Publicité --- 658.8 --- 058 <493> --- #ECO:03.14:industrie en onderneming marketing --- 369.1 --- Marketing zakboekje 2004 --- abonnementen --- adresboeken --- jaarboeken --- 658.8 Marketing. Sales. Selling. Distribution --- Marketing. Sales. Selling. Distribution --- 058 <493> Jaarboeken. Adresboeken----België --- Jaarboeken. Adresboeken----België --- Jaarboek --- Massacommunicatie --- Reclame --- marketing, marktonderzoek, marktanalyse --- Yearbooks --- Adressen --- Opvoeding en onderwijs --- Reclamebureaus --- Direct marketing --- Marktonderzoekbureaus --- Audiovisuele sector --- Promotie --- Reclameregies --- Marktonderzoek --- reklám --- reklamar --- reklame --- διαφήμιση --- mainonta --- publicidade --- рекламирање --- reklama --- pubblicità --- огласување --- reklamavimas --- publicitet --- reklaam --- oglaševanje --- propagace --- reklam --- advertising --- publicitate --- oglašavanje --- fógraíocht --- publicidad --- reklāma --- реклама --- Werbung --- campanie publicitară --- reklamos kampanija --- пропагандна порака --- réclame --- reklāmas kampaņa --- reklamní kampaň --- mainoskampanja --- publiciteit --- διαφημιστική πληροφόρηση --- publicidad comercial --- publicidade comercial --- advertising campaign --- Werbeinformation --- hospodářská reklama --- reklamná kampaň --- lancio pubblicitario --- informação publicitária --- kommerciel reklame --- kommersiell reklam --- annoncekampagne --- reklamna kampanja --- annuncio pubblicitario --- Werbekampagne --- campanha publicitária --- campagna pubblicitaria --- reclameactie --- διαφημιστική προώθηση --- reklamiranje --- Werbefeldzug --- Reklame --- reklama (produkt) --- informazione pubblicitaria --- reklamní akce --- Werbeanzeige --- publicité commerciale --- commerciële reclame --- reklamekampagne --- reklamní inzerce --- advertisement --- manifesti --- propaganda publicitaria --- information publicitaire --- reklaamimine --- fushatë reklamash --- información publicitaria --- kereskedelmi hirdetés --- inzerce --- Werbeaktion --- ЕПП --- reklameinformation --- oglas --- advertentie --- reklamkampanj --- reclamecampagne --- pubblicità commerciale --- оглас --- reklaamikampaania --- campagne publicitaire --- mainos --- reclamă --- annonsering --- Wirtschaftswerbung --- campaña publicitaria --- reklamë --- εμπορική προβολή --- reklamní informace --- comunicación de masas --- comunicare de masă --- masová komunikace --- massekommunikation --- množične komunikacije --- masové komunikácie --- масовне комуникације --- komunikim masiv --- komunikowanie masowe --- massikommunikatsioon --- масови комуникации --- plašsaziņa --- comunicação de massas --- масовни комуникации --- mass communications --- masinė komunikacija --- Massenkommunikation --- μαζική επικοινωνία --- comunicazione di massa --- tömegkommunikáció --- joukkoviestintä --- komunikazzjoni tal-massa --- massacommunicatie --- masskommunikation --- masovne komunikacije --- tömegtájékoztatás --- hromadná komunikace --- teoria marketingului --- teória marketingu --- teorija trženja --- turundusteooria --- теория на маркетинга --- rinkodaros teorija --- teorija marketinga --- μάρκετινγκ --- теорија на маркетинг --- marknadsföringsteori --- marketingová koncepce --- tirgzinības teorija --- mercadotecnia --- teoria marketingu --- markkinoinnin teoria --- теорија маркетинга --- theory of marketing --- teoria e marketingut --- teorija tal-kummerċjalizzazzjoni --- markedsføringsteori --- marketingteori --- elementi di marketing --- marchéage --- marketingová teorie --- αγοραλογία --- теорија истраживања тржишта --- piano di marketing --- mercadeo --- εμποριολογία --- tecniche di marketing --- teorija obrade tržišta --- marketingtechniek --- teorie marketingu --- Jahrbuch --- metknygė --- annuario --- årbog --- vjetar --- rocznik --- évkönyv --- επετηρίδα --- yearbook --- gadagrāmata --- letopis --- årsbok --- godišnjak --- годишњак --- anuario --- annwarju --- годишник --- anuar --- ročenka --- vuosikirja --- jaarboek --- aastaraamat --- anuário --- almanacco --- annuaire officiel --- oficialioji metknygė --- úradná ročenka --- officiell årsbok --- Almanach --- almanak --- official yearbook --- almanahh --- алманах --- ametlik aastaraamat --- almanac --- oficiālā gadagrāmata --- oficiální ročenka --- kalendář --- vejviser --- annuario ufficiale --- anuário oficial --- анали --- επίσημη επετηρίδα --- anuario oficial --- almanachas --- хроника --- úřední ročenka --- virallinen vuosikirja --- almanaque --- almanach --- telefonbog --- αλμανάκ --- летопис --- anuar oficial --- statskalender --- almanah --- vjetar zyrtar --- amtliches Jahrbuch --- aikakausjulkaisu --- τηλεφωνικός κατάλογος --- Opvoeding --- Reclamebureau --- Marktonderzoekbureau --- Reclameregie --- Financiewezen --- Onderwijs --- Sport --- ilchumarsáid --- teoiric na margaíochta --- bliainiris --- Marketingtheorie --- Publicité --- Marketing. --- Tijdschriften --- Adresboeken

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Internetreclame heeft de voorbije jaren een spectaculaire groei gekend. Adverteerders hebben het nut van het internet als reclamemedium ontdekt. Het internet heeft zich ontpopt tot het instrument bij uitstek voor direct marketing. De ontwikkeling van de elektronische handel en het internet als reclamemedium hebben op hun beurt geleid tot specifieke wetgeving inzake internetreclame, de voorlichting en de bescherming van de consument.

Reclamereglementering --- 34:681.3 --- 34 --- 659.1 --- 347.77 --- 693 Handelsreclame --- 691 Internet --- Informaticarecht --- Recht (wetten) --- Reclame --- e-commerce --- Internet --- Publicité --- Commerce électronique --- 347.77 Industrieel eigendomsrecht. Commercieel eigendomsrecht. Geestelijk eigendomsrecht --- Industrieel eigendomsrecht. Commercieel eigendomsrecht. Geestelijk eigendomsrecht --- 659.1 Publicity. Advertising --- Publicity. Advertising --- 34 Rechtswetenschappen. --- Rechtswetenschappen. --- 34:681.3 Informaticarecht --- Elektronische handel --- Chapters --- comerț electronic --- elektronsko poslovanje --- elektronikus kereskedelem --- elektronkaubandus --- comércio eletrónico --- sähköinen kaupankäynti --- Elektronischer Handel --- r-thráchtáil --- comercio electrónico --- elektroniskā tirdzniecība --- електронна търговия --- elektronische handel --- handel elektroniczny --- elektronisk handel --- elektronička trgovina --- tregti elektronike --- kummerċ elettroniku --- електронска трговија --- elektroninė prekyba --- електронска трговина --- commercio elettronico --- electronic commerce --- elektronický obchod --- ηλεκτρονικό εμπόριο --- comércio na Internet --- ríomhthráchtáil --- handel via internet --- tregti online --- kibernetinė prekyba --- commercio on line --- e-kaubandus --- iepirkšanās internetā --- internetové obchodování --- kaupankäynti Internetissä --- τηλεεμπόριο --- commercio su Internet --- internetska trgovina --- virtualna trgovina --- e-kauppa --- tregti nëpërmjet Internetit --- virtuel handel --- virtuální obchod --- cibercomércio --- e-kereskedelem --- Online-Geschäfte --- E-Commerce --- comércio virtual --- Electronic Commerce --- е-трговија --- virtuaalikauppa --- virtuaalkaubandus --- elektronické obchodování --- comércio electrónico --- küberkaubandus --- virtual commerce --- online trgovina --- internetes kereskedelem --- internetinė prekyba --- cyberhandel --- e-commercio --- Interneti-kaubandus --- virtualioji prekyba --- comercio virtual --- e-comerț --- virtuell handel --- commerce virtuel --- internetový obchod --- virtuális kereskedelem --- handel via Internet --- e-comercio --- online commerce --- e. prekyba --- on-linehandel --- online-kaupankäynti --- comércio em linha --- virtuele handel --- e-trgovina --- εμπόριο on-line --- on line obchodování --- on-line handel --- cibercomercio --- commercio virtuale --- e-obchodování --- comerț prin internet --- e-handel --- κυβερνοεμπόριο --- tregti virtuale --- cybercommercio --- cybercommerce --- tregti kibernetike --- onlinehandel --- Internet commerce --- E-Business --- comercio en Internet --- tirdzniecība internetā --- commerce sur Internet --- prekyba elektroniniu ryšiu --- интернетска трговија --- comercio en línea --- kyberkauppa --- virtuālā tirdzniecība --- tirdzniecība tiešsaistē --- εμπόριο μέσω Internet --- elektronischer Geschäftsverkehr --- comerț on line --- commerce en ligne --- e-obchod --- reklám --- reklamar --- reklame --- διαφήμιση --- mainonta --- publicidade --- рекламирање --- reklama --- reclame --- pubblicità --- огласување --- reklamavimas --- publicitet --- reklaam --- oglaševanje --- propagace --- reklam --- advertising --- publicitate --- oglašavanje --- fógraíocht --- publicidad --- reklāma --- реклама --- Werbung --- campanie publicitară --- reklamos kampanija --- пропагандна порака --- réclame --- reklāmas kampaņa --- reklamní kampaň --- mainoskampanja --- publiciteit --- διαφημιστική πληροφόρηση --- publicidad comercial --- publicidade comercial --- advertising campaign --- Werbeinformation --- hospodářská reklama --- reklamná kampaň --- lancio pubblicitario --- informação publicitária --- kommerciel reklame --- kommersiell reklam --- annoncekampagne --- reklamna kampanja --- annuncio pubblicitario --- Werbekampagne --- campanha publicitária --- campagna pubblicitaria --- reclameactie --- διαφημιστική προώθηση --- reklamiranje --- Werbefeldzug --- Reklame --- reklama (produkt) --- informazione pubblicitaria --- reklamní akce --- Werbeanzeige --- publicité commerciale --- commerciële reclame --- reklamekampagne --- reklamní inzerce --- advertisement --- manifesti --- propaganda publicitaria --- information publicitaire --- reklaamimine --- fushatë reklamash --- información publicitaria --- kereskedelmi hirdetés --- inzerce --- Werbeaktion --- ЕПП --- reklameinformation --- oglas --- advertentie --- reklamkampanj --- reclamecampagne --- pubblicità commerciale --- оглас --- reklaamikampaania --- campagne publicitaire --- mainos --- reclamă --- annonsering --- Wirtschaftswerbung --- campaña publicitaria --- reklamë --- εμπορική προβολή --- reklamní informace --- Интернет --- internet --- internetas --- idirlíon --- internets --- интернет --- webb --- an tIdirlíon --- tīmeklis --- veeb --- faqe web --- světová počítačová síť --- svjetska računalna mreža --- web --- međumrežje --- www --- világháló --- Rechtswetenschappen --- 34 Rechtswetenschappen --- 34 Law. Jurisprudence --- Law. Jurisprudence --- Idirlíon --- Commerce électronique --- Publicité