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1 inoculation approach
рекл. метод прививки*, прививочный подход* (используемый в кампаниях сравнительной рекламы метод выработки у потребителей устойчивой невосприимчивости к продукции конкурента; название происходит от метода предупреждения заболевания с помощью введения малых доз ослабленных возбудителей болезни для стимулирования естественной защитной реакции: аналогичным образом в рекламе потребителям предлагается неудачное сравнение, неполная информация и т. п. продукции конкурента с целью создания прочного иммунитета против этой продукции; напр., в фирма может в рекламном ролике кратко и однобоко представить продукцию своих конкурентов, используя отрывки из их рекламных объявлений, а затем подробно объяснить преимущества своей продукции по сравнению с продукцией конкурентов)See: -
2 comparison advertising
рекл. сравнительная реклама (разновидность рекламной деятельности, которая направлена на утверждение преимуществ одной марки товара за счет сравнения ее с другими марками товара того же класса)Syn:comparative advertising, combative advertising, direct comparison advertising, product-comparison advertisingSee:Англо-русский экономический словарь > comparison advertising
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3 прививка
жен.
1) мед. inoculation, vaccination сделать кому-л. прививку (от чего-л.;
против чего-л.) ≈ to inoculate smb. (against) предохранительная прививка ≈ preventive inoculation обязательная прививка ≈ compulsory vaccination
2) бот. (en) grafting, inoculation, engraftment, graft, graftage прививка глазком ≈ budding;
inoculation прививка сближением ≈ ablactation, approximation, grafting by approach, side-grafting, veneer grafting прививка черенком ≈ copulation прививка в корень ≈ root graft, root grafting прививка внакрой ≈ splice graft прививка в крону ≈ top grafting, top workingж.
1. с.-х. grafting;
~ плодовых деревьев grafting of fruit-trees;
2. мед. inoculation;
(оспы) vaccination.Большой англо-русский и русско-английский словарь > прививка
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