{"id":13057,"date":"2016-08-15T11:27:07","date_gmt":"2016-08-15T10:27:07","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/introduction\/"},"modified":"2024-02-16T11:49:23","modified_gmt":"2024-02-16T11:49:23","slug":"introduction","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/bg\/introduction\/","title":{"rendered":"\u0412\u044a\u0432\u0435\u0434\u0435\u043d\u0438\u0435"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-39rb5vl-a2bd569a28aaccb4632f3c333b4b2608\">\n.flex_column.av-39rb5vl-a2bd569a28aaccb4632f3c333b4b2608{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-39rb5vl-a2bd569a28aaccb4632f3c333b4b2608 av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-339g3gh-042886ae95616e342b8f093e416d43cc\">\n.avia-image-container.av-339g3gh-042886ae95616e342b8f093e416d43cc img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-339g3gh-042886ae95616e342b8f093e416d43cc .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-339g3gh-042886ae95616e342b8f093e416d43cc av-styling- avia-align-center  avia-builder-el-1  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-166 avia-img-lazy-loading-not-166 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-small-1-1.png\" alt='' title='integrated-framework-logo-small (1)'  height=\"124\" width=\"205\"  itemprop=\"thumbnailUrl\"  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font-weight: 900;\">\u0412\u042a\u0412\u0415\u0414\u0415\u041d\u0418\u0415 \u0412 \u0418\u041d\u0422\u0415\u0413\u0420\u0418\u0420\u0410\u041d\u0410\u0422\u0410 \u0420\u0410\u041c\u041a\u0410 \u0417\u0410 \u041e\u0426\u0415\u041d\u041a\u0410 \u041d\u0410 AM\u0415\u041a<br \/>\n\u041e\u0422\u041a\u042a\u0414\u0415 \u0418\u0414\u0412\u0410 \u0418 \u0417\u0410\u0429\u041e \u0415 \u0412\u0410\u0416\u041d\u0410?<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28hvesh-42cff7b12dc808f99ae6846d6f98cbed\">\n#top .hr.av-28hvesh-42cff7b12dc808f99ae6846d6f98cbed{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-28hvesh-42cff7b12dc808f99ae6846d6f98cbed .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-28hvesh-42cff7b12dc808f99ae6846d6f98cbed hr-custom  avia-builder-el-4  el_after_av_one_full  el_before_av_one_full  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ifi48x-2def0dffb55f0cad19f8ba99c0c24b2a\">\n.flex_column.av-1ifi48x-2def0dffb55f0cad19f8ba99c0c24b2a{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1ifi48x-2def0dffb55f0cad19f8ba99c0c24b2a av_one_full  avia-builder-el-5  el_after_av_hr  el_before_av_one_full  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-lsm05unb-e7b0fa737b8914b6839721bc73995a80 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>\u041f\u0440\u0430\u043a\u0442\u0438\u0446\u0438\u0442\u0435 \u0432 \u041f\u0420 \u0438 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0447\u0435\u0441\u043a\u0430\u0442\u0430 \u043f\u0443\u0431\u043b\u0438\u0447\u043d\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f \u0441\u0435 \u0431\u043e\u0440\u044f\u0442 \u0441 \u0432\u044a\u043f\u0440\u043e\u0441\u0430 \u0437\u0430 \u043e\u0446\u0435\u043d\u044f\u0432\u0430\u043d\u0435\u0442\u043e \u043d\u0430 \u0440\u0430\u0431\u043e\u0442\u0430\u0442\u0430 \u0441\u0438 \u043e\u0442 \u043f\u043e\u0447\u0442\u0438 \u043f\u043e\u043b\u043e\u0432\u0438\u043d \u0432\u0435\u043a, \u043a\u0430\u043a\u0442\u043e \u043e\u0442\u0431\u0435\u043b\u044f\u0437\u0432\u0430\u0442 \u0432\u043e\u0434\u0435\u0449\u0438 \u043f\u0440\u0430\u043a\u0442\u0438\u0446\u0438 \u043a\u0430\u0442\u043e \u0424\u0440\u0435\u0439\u0437\u044a\u0440 \u041b\u0438\u043a\u043b\u0438 \u0438 \u0443\u0447\u0435\u043d\u0438 \u043a\u0430\u0442\u043e \u043f\u043e\u0447\u0435\u0442\u043d\u0438\u044f \u043f\u0440\u043e\u0444\u0435\u0441\u043e\u0440 \u0422\u043e\u043c \u0423\u043e\u0442\u0441\u044a\u043d (Likely &#038; Watson, 2013).\u00a0 \u0418\u0437\u0432\u044a\u0440\u0448\u0435\u043d\u0430 \u0435 \u043c\u043d\u043e\u0433\u043e \u0434\u043e\u0431\u0440\u0430 \u0440\u0430\u0431\u043e\u0442\u0430 \u0438 \u0435 \u043f\u043e\u0441\u0442\u0438\u0433\u043d\u0430\u0442 \u0437\u043d\u0430\u0447\u0438\u0442\u0435\u043b\u0435\u043d \u043d\u0430\u043f\u0440\u0435\u0434\u044a\u043a, \u043a\u0430\u0442\u043e \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440 \u0414\u0435\u043a\u043b\u0430\u0440\u0430\u0446\u0438\u044f\u0442\u0430 \u043e\u0442 \u0411\u0430\u0440\u0441\u0435\u043b\u043e\u043d\u0430 \u0437\u0430 \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0438\u0442\u0435 \u043d\u0430 \u0438\u0437\u043c\u0435\u0440\u0432\u0430\u043d\u0435 (AMEC, 2015 \u0433.). \u041f\u0440\u0430\u043a\u0442\u0438\u0446\u0438\u0442\u0435 \u043e\u0431\u0430\u0447\u0435 \u0441\u0435 \u0441\u0431\u043b\u044a\u0441\u043a\u0432\u0430\u0442 \u0441 \u0440\u0430\u0437\u043d\u043e\u043e\u0431\u0440\u0430\u0437\u0435\u043d \u0438 \u0447\u0435\u0441\u0442\u043e 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\u0440\u0435\u0441\u0443\u0440\u0441\u0438\u0442\u0435 \u0432 \u0434\u0440\u0443\u0433\u0438 \u043e\u0431\u043b\u0430\u0441\u0442\u0438 \u0441\u0430 \u043f\u0440\u0435\u043d\u0435\u0431\u0440\u0435\u0433\u043d\u0430\u0442\u0438, \u043a\u043e\u0435\u0442\u043e \u0432\u043e\u0434\u0438 \u0434\u043e \u043f\u0440\u043e\u043f\u0443\u0441\u043d\u0430\u0442\u0438 \u0432\u044a\u0437\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u0438, \u0444\u0440\u0430\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u044f \u0438 &#8222;\u043f\u0440\u0435\u043e\u0442\u043a\u0440\u0438\u0432\u0430\u043d\u0435 \u043d\u0430 \u043a\u043e\u043b\u0435\u043b\u043e\u0442\u043e&#8220;.<\/p>\n<p>\u041a\u0430\u0442\u043e \u0434\u043e\u0441\u0442\u0438\u0433\u0430 \u0434\u043e \u0434\u0440\u0443\u0433\u0438 \u0434\u0438\u0441\u0446\u0438\u043f\u043b\u0438\u043d\u0438 \u0438 \u043e\u0431\u043b\u0430\u0441\u0442\u0438 \u043d\u0430 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430\u0442\u0430, \u043a\u0430\u0442\u043e \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440 \u043f\u0443\u0431\u043b\u0438\u0447\u043d\u0430\u0442\u0430 \u0430\u0434\u043c\u0438\u043d\u0438\u0441\u0442\u0440\u0430\u0446\u0438\u044f \u0438 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0441\u043a\u0438\u0442\u0435 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0438\u044f, \u043a\u0430\u043a\u0442\u043e \u0438 \u0434\u043e \u0434\u0438\u0441\u0446\u0438\u043f\u043b\u0438\u043d\u0438 \u043d\u0430 \u0441\u043e\u0446\u0438\u0430\u043b\u043d\u0438\u0442\u0435 \u043d\u0430\u0443\u043a\u0438, \u043a\u0430\u0442\u043e \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440 \u0441\u043e\u0446\u0438\u0430\u043b\u043d\u0430\u0442\u0430 \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0438\u044f, \u0442\u0430\u0437\u0438 \u0440\u0430\u043c\u043a\u0430 \u0435 \u0432 \u0441\u044a\u0441\u0442\u043e\u044f\u043d\u0438\u0435 \u0434\u0430 \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u0446\u0438\u0440\u0430 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\u043d\u0430\u043f\u0440. \u0432\u0445\u043e\u0434\u044f\u0449\u0438 \u043f\u0430\u0440\u0430\u043c\u0435\u0442\u0440\u0438, \u0438\u0437\u0445\u043e\u0434\u044f\u0449\u0438 \u043f\u0430\u0440\u0430\u043c\u0435\u0442\u0440\u0438 (\u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438) \u0438 \u0438\u0437\u0432\u043e\u0434\u0438, \u0430 \u043f\u043e\u043d\u044f\u043a\u043e\u0433\u0430 \u0438 \u0440\u0435\u0430\u043a\u0446\u0438\u0438 \u043a\u0430\u0442\u043e \u043e\u0442\u0434\u0435\u043b\u043d\u0430 \u043a\u0430\u0442\u0435\u0433\u043e\u0440\u0438\u044f. \u0414\u0440\u0443\u0433\u0438 \u043c\u043e\u0434\u0435\u043b\u0438 \u0437\u0430 \u043e\u0446\u0435\u043d\u043a\u0430 \u043d\u0430 \u041f\u0420 \u0432\u044a\u0432\u0435\u0436\u0434\u0430\u0442 \u043d\u043e\u0432\u0438 \u0442\u0435\u0440\u043c\u0438\u043d\u0438 \u043a\u0430\u0442\u043e \u201eoutflows\u201c \u0438 \u201eoutgrowths\u201c (\u0438\u0437\u0442\u0438\u0447\u0430\u043d\u0435 \u0438 \u0438\u0437\u0440\u0430\u0441\u0442\u0432\u0430\u043d\u0435).<\/p>\n<p>\u041c\u043e\u0434\u0435\u043b\u0438\u0442\u0435 \u043d\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043d\u0430\u0442\u0430 \u043b\u043e\u0433\u0438\u043a\u0430, \u043a\u043e\u0438\u0442\u043e \u0441\u0430 \u0448\u0438\u0440\u043e\u043a\u043e \u0438\u0437\u043f\u043e\u043b\u0437\u0432\u0430\u043d\u0438 \u0432 \u043c\u043d\u043e\u0433\u043e \u0438\u043d\u0434\u0443\u0441\u0442\u0440\u0438\u0438 \u043f\u043e \u0441\u0432\u0435\u0442\u0430, \u0432\u043a\u043b\u044e\u0447\u0432\u0430\u0442:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>\u041c\u043e\u0434\u0435\u043b\u044a\u0442 \u043d\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043d\u0430 \u043b\u043e\u0433\u0438\u043a\u0430 \u043d\u0430 \u0444\u043e\u043d\u0434\u0430\u0446\u0438\u044f &#8222;\u041a\u0435\u043b\u043e\u0433&#8220; <\/b>(Kellogg Foundation, 1998\/2004), \u043a\u043e\u0439\u0442\u043e \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u044f \u043f\u0435\u0442 \u043a\u043b\u044e\u0447\u043e\u0432\u0438 \u0435\u0442\u0430\u043f\u0430 &#8211; \u0432\u0445\u043e\u0434\u043e\u0432\u0435, \u0434\u0435\u0439\u043d\u043e\u0441\u0442\u0438, \u0438\u0437\u0445\u043e\u0434\u0438, \u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438 \u0438 \u0432\u044a\u0437\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435 (\u0432\u0436. <a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>\u041c\u043e\u0434\u0435\u043b\u044a\u0442 \u043d\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043d\u0430 \u043b\u043e\u0433\u0438\u043a\u0430<\/b> <b>\u0438\u0437\u0432\u0435\u0441\u0442\u043d\u0430 \u043a\u0430\u0442\u043e University of Wisconsin Extension (UWEX<\/b>) (Taylor-Power &#038; Henert, 2008), \u043a\u043e\u0439\u0442\u043e \u043f\u043b\u0430\u043d\u0438\u0440\u0430 \u0438 \u043e\u0446\u0435\u043d\u044f\u0432\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u0438\u0442\u0435 \u043f\u043e \u043e\u0442\u043d\u043e\u0448\u0435\u043d\u0438\u0435 \u043d\u0430 \u0432\u043b\u043e\u0436\u0435\u043d\u0438\u0442\u0435 \u0440\u0435\u0441\u0443\u0440\u0441\u0438; \u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438\u0442\u0435, \u0440\u0430\u0437\u0434\u0435\u043b\u0435\u043d\u0438 \u043d\u0430 &#8222;\u0434\u0435\u0439\u043d\u043e\u0441\u0442\u0438&#8220; \u0438 &#8222;\u0443\u0447\u0430\u0441\u0442\u0438\u0435&#8220;; \u0438 \u0440\u0435\u0437\u0443\u043b\u0442\u0430\u0442\u0438\u0442\u0435 &#8211; \u0432\u044a\u0437\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435\u0442\u043e, \u0440\u0430\u0437\u0434\u0435\u043b\u0435\u043d\u0438 \u043d\u0430 &#8222;\u043a\u0440\u0430\u0442\u043a\u043e\u0441\u0440\u043e\u0447\u043d\u0438, &#8222;\u043c\u0435\u0436\u0434\u0438\u043d\u043d\u0438&#8220; (\u0438\u043b\u0438 \u0441\u0440\u0435\u0434\u043d\u043e\u0441\u0440\u043e\u0447\u043d\u0438) \u0438 \u0434\u044a\u043b\u0433\u043e\u0441\u0440\u043e\u0447\u043d\u0438&#8220; &#8211; \u043a\u0430\u0442\u043e \u043f\u043e \u0442\u043e\u0437\u0438 \u043d\u0430\u0447\u0438\u043d \u0438\u043c\u0430 \u043e\u0431\u0449\u043e \u0448\u0435\u0441\u0442 \u0435\u0442\u0430\u043f\u0430 (\u0432\u0436. <a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/li>\n<\/ul>\n<p>\u0418\u043d\u0442\u0435\u0433\u0440\u0438\u0440\u0430\u043d\u0430\u0442\u0430 \u0440\u0430\u043c\u043a\u0430 \u0437\u0430 \u043e\u0446\u0435\u043d\u043a\u0430 \u043d\u0430 AMEC \u0435 \u0438\u0437\u0433\u0440\u0430\u0434\u0435\u043d\u0430 \u043d\u0430 \u0431\u0430\u0437\u0430\u0442\u0430 \u043d\u0430 \u0442\u0435\u0437\u0438 \u0448\u0438\u0440\u043e\u043a\u043e \u0438\u0437\u043f\u043e\u043b\u0437\u0432\u0430\u043d\u0438 \u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438 \u043c\u043e\u0434\u0435\u043b\u0438, \u043f\u043e\u0434\u043a\u0440\u0435\u043f\u0435\u043d\u0438 \u043e\u0442 \u0441\u043e\u043b\u0438\u0434\u043d\u0430 \u0442\u0435\u043e\u0440\u0435\u0442\u0438\u0447\u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0430 \u0438 \u043e\u0431\u0448\u0438\u0440\u043d\u0438 \u0442\u0435\u0441\u0442\u043e\u0432\u0435 \u0432 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430\u0442\u0430, \u0430\u0434\u0430\u043f\u0442\u0438\u0440\u0430\u043d\u0438 \u043a\u044a\u043c \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0447\u0435\u0441\u043a\u0430\u0442\u0430 \u043f\u0443\u0431\u043b\u0438\u0447\u043d\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f.<\/p>\n<p>\u041d\u0430\u0439-\u0434\u043e\u0431\u0440\u0438\u0442\u0435 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0438 \u0437\u0430 \u043e\u0446\u0435\u043d\u043a\u0430 \u043d\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f\u0442\u0430 \u0441\u0435 \u043e\u0441\u043d\u043e\u0432\u0430\u0432\u0430\u0442 \u0441\u044a\u0449\u043e \u0442\u0430\u043a\u0430 \u043d\u0430 \u0442\u0435\u043e\u0440\u0438\u0438\u0442\u0435 \u0437\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f\u0442\u0430 \u0438 \u043c\u0435\u0434\u0438\u0438\u0442\u0435, \u043a\u0430\u0442\u043e \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440 <b>\u0435\u0442\u0430\u043f\u0438\u0442\u0435 \u043d\u0430 \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u043a\u0430 \u043d\u0430 \u0438\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u044f\u0442\u0430<\/b>, \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u043d\u0438 \u043e\u0442 \u0423\u0438\u043b\u044f\u043c \u0414\u0436. \u041c\u0430\u043a\u0413\u0443\u0430\u0439\u044a\u0440 (McGuire, 1985 \u0433., 2001 \u0433.) \u0432 The Handbook of Social Psychology, \u0438 <b>\u043c\u0430\u0442\u0440\u0438\u0446\u0430\u0442\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f-\u0443\u0431\u0435\u0436\u0434\u0430\u0432\u0430\u043d\u0435<\/b>. \u041c\u043e\u0434\u0435\u043b\u044a\u0442 AIDA (attention, interest, desire, action -\u0432\u043d\u0438\u043c\u0430\u043d\u0438\u0435, \u0438\u043d\u0442\u0435\u0440\u0435\u0441, \u0436\u0435\u043b\u0430\u043d\u0438\u0435, \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435), \u0438\u0437\u043f\u043e\u043b\u0437\u0432\u0430\u043d \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0430\u0442\u0430, \u0435 \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434\u0435\u043d \u043d\u0430 \u0441\u0442\u044a\u043f\u043a\u0438\u0442\u0435 \u043d\u0430 \u041c\u0430\u043a\u0413\u0443\u0430\u0439\u044a\u0440, \u0432\u044a\u043f\u0440\u0435\u043a\u0438 \u0447\u0435 \u043f\u044a\u043b\u043d\u0438\u044f\u0442 \u0441\u043f\u0438\u0441\u044a\u043a \u043d\u0430 \u0441\u0442\u044a\u043f\u043a\u0438\u0442\u0435 \u0432 \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u043a\u0430\u0442\u0430 \u043d\u0430 \u0438\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u044f\u0442\u0430 \u0435 \u043c\u043d\u043e\u0433\u043e \u043f\u043e-\u043e\u0431\u0448\u0438\u0440\u0435\u043d, \u0432\u043a\u043b\u044e\u0447\u0438\u0442\u0435\u043b\u043d\u043e \u0438\u0437\u043b\u0430\u0433\u0430\u043d\u0435, \u0432\u043d\u0438\u043c\u0430\u043d\u0438\u0435, \u0440\u0430\u0437\u0431\u0438\u0440\u0430\u043d\u0435, \u0445\u0430\u0440\u0435\u0441\u0432\u0430\u043d\u0435, \u0437\u0430\u0434\u044a\u0440\u0436\u0430\u043d\u0435, \u0440\u0430\u0437\u0433\u043b\u0435\u0436\u0434\u0430\u043d\u0435, \u043f\u0440\u0438\u0434\u043e\u0431\u0438\u0432\u0430\u043d\u0435 \u043d\u0430 \u0443\u043c\u0435\u043d\u0438\u044f \u0438\u043b\u0438 \u0437\u043d\u0430\u043d\u0438\u044f, \u043f\u0440\u043e\u043c\u044f\u043d\u0430 \u043d\u0430 \u043e\u0442\u043d\u043e\u0448\u0435\u043d\u0438\u0435\u0442\u043e, \u043d\u0430\u043c\u0435\u0440\u0435\u043d\u0438\u0435, \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435\/\u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u0438 \u0437\u0430\u0441\u0442\u044a\u043f\u043d\u0438\u0447\u0435\u0441\u0442\u0432\u043e (McGuire, 2001 \u0433.).<\/p>\n<p>\u0418\u043d\u0442\u0435\u0433\u0440\u0438\u0440\u0430\u043d\u0430\u0442\u0430 \u0440\u0430\u043c\u043a\u0430 \u0437\u0430 \u043e\u0446\u0435\u043d\u043a\u0430 \u043d\u0430 AME\u041a \u0441\u044a\u0431\u0438\u0440\u0430 \u043d\u0430\u0439-\u0434\u043e\u0431\u0440\u0438\u0442\u0435 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0438 \u0438 \u043d\u0430\u0439-\u0434\u043e\u0431\u0440\u043e\u0442\u043e \u043f\u043e\u0437\u043d\u0430\u043d\u0438\u0435 \u043e\u0442 \u0442\u0435\u0437\u0438 \u0438 \u0434\u0440\u0443\u0433\u0438 \u043e\u0431\u043b\u0430\u0441\u0442\u0438 \u0438 \u0434\u0438\u0441\u0446\u0438\u043f\u043b\u0438\u043d\u0438. \u0422\u043e\u0432\u0430 \u0432\u043e\u0434\u0438 \u0434\u043e \u043f\u043e-\u0433\u043e\u043b\u044f\u043c\u0430 \u043f\u043e\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u0442\u0435\u043b\u043d\u043e\u0441\u0442 \u043f\u0440\u0438 \u043e\u0446\u0435\u043d\u044f\u0432\u0430\u043d\u0435\u0442\u043e \u043d\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0447\u0435\u0441\u043a\u0430\u0442\u0430 \u043f\u0443\u0431\u043b\u0438\u0447\u043d\u0430 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f, \u043a\u043e\u0435\u0442\u043e \u0435 \u0432\u043e\u0434\u0435\u0449\u043e \u0437\u0430 \u043f\u043e\u0441\u0442\u0438\u0433\u0430\u043d\u0435 \u043d\u0430 \u0441\u0442\u0430\u043d\u0434\u0430\u0440\u0442\u0438, \u0438 \u0433\u0430\u0440\u0430\u043d\u0442\u0438\u0440\u0430 \u0442\u043e\u0447\u043d\u043e\u0441\u0442 \u0438 \u0432\u0430\u043b\u0438\u0434\u043d\u043e\u0441\u0442.<\/p>\n<p>\u0422\u0430\u043a\u0441\u043e\u043d\u043e\u043c\u0438\u044f\u0442\u0430, \u043c\u043e\u0434\u0435\u043b\u044a\u0442, \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438\u0442\u0435 \u0438 \u0440\u0435\u0441\u0443\u0440\u0441\u0438\u0442\u0435, \u0441\u044a\u0437\u0434\u0430\u0434\u0435\u043d\u0438 \u043a\u0430\u0442\u043e \u0447\u0430\u0441\u0442 \u043e\u0442 \u0442\u0430\u0437\u0438 \u0440\u0430\u043c\u043a\u0430 \u043d\u0430 AME\u041a, \u0441\u044a\u0449\u043e \u0441\u0430 \u0432 \u0441\u044a\u043e\u0442\u0432\u0435\u0442\u0441\u0442\u0432\u0438\u0435 \u0441 \u043c\u043e\u0434\u0435\u043b\u0438\u0442\u0435 \u0437\u0430 \u043f\u043b\u0430\u043d\u0438\u0440\u0430\u043d\u0435 \u0438 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435 \u043d\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u0438, \u0440\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u0435\u043d\u0438 \u0432 \u043e\u0431\u043b\u0430\u0441\u0442\u0442\u0430 \u043d\u0430 \u0432\u0440\u044a\u0437\u043a\u0438\u0442\u0435 \u0441 \u043e\u0431\u0449\u0435\u0441\u0442\u0432\u0435\u043d\u043e\u0441\u0442\u0442\u0430 \u0438 \u043a\u043e\u0440\u043f\u043e\u0440\u0430\u0442\u0438\u0432\u043d\u0438\u0442\u0435 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0438, \u0432\u043a\u043b\u044e\u0447\u0438\u0442\u0435\u043b\u043d\u043e<b>\u043c\u043e\u0434\u0435\u043b\u0430 RACE<\/b>\u0437\u0430 \u043f\u043b\u0430\u043d\u0438\u0440\u0430\u043d\u0435 \u043d\u0430 \u041f\u0420, \u043a\u043e\u0439\u0442\u043e \u043e\u0437\u043d\u0430\u0447\u0430\u0432\u0430 \u043f\u0440\u043e\u0443\u0447\u0432\u0430\u043d\u0435, \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435, \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f, \u043e\u0446\u0435\u043d\u043a\u0430 (research, action, communication, evaluation) (Marston, 1981 \u0433.); <b>\u043c\u043e\u0434\u0435\u043b\u044a\u0442 ROPE<\/b>, \u043a\u043e\u0439\u0442\u043e \u043e\u0437\u043d\u0430\u0447\u0430\u0432\u0430 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435, \u0446\u0435\u043b\u0438, \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u0430\/\u043f\u043b\u0430\u043d, \u043e\u0446\u0435\u043d\u043a\u0430 (research, objectives, program\/plan, evaluation) (Hendrix, 1995); \u0440\u0430\u0437\u0448\u0438\u0440\u0435\u043d\u0438\u044f\u0442 <b>\u043c\u043e\u0434\u0435\u043b RAISE<\/b> (Kendall, 1997), \u043a\u043e\u0439\u0442\u043e \u043f\u0440\u0435\u043f\u043e\u0440\u044a\u0447\u0432\u0430 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435, \u0430\u0434\u0430\u043f\u0442\u0438\u0440\u0430\u043d\u0435, \u0438\u0437\u043f\u044a\u043b\u043d\u0435\u043d\u0438\u0435, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u044f, \u0440\u0435\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u044f (esearch, adaptation, implementation, strategy, implementation); \u0438 <b>\u043c\u043e\u0434\u0435\u043b\u044a\u0442 ROSIE<\/b> \u043d\u0430 Sheila Crifasi (2000), \u043a\u043e\u0439\u0442\u043e \u043b\u0435\u043a\u043e \u043f\u0440\u0435\u043d\u0430\u0440\u0435\u0436\u0434\u0430 \u0435\u0442\u0430\u043f\u0438\u0442\u0435 \u043a\u0430\u0442\u043e \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435, \u0446\u0435\u043b\u0438, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0438, \u0438\u0437\u043f\u044a\u043b\u043d\u0435\u043d\u0438\u0435, \u043e\u0446\u0435\u043d\u043a\u0430 (research, objectives, strategies, implementation, evaluation).<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-czj29-6ea330422f48281fb4ca8d223909279d\">\n.flex_column.av-czj29-6ea330422f48281fb4ca8d223909279d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-czj29-6ea330422f48281fb4ca8d223909279d av_one_full  avia-builder-el-7  el_after_av_one_full  el_before_av_one_full  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-lsm07a89-d75991176a720cb9ad92da81bf922b38 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u10245-55\"><strong>\u0414\u0436\u0438\u043c \u041c\u0430\u043a\u043d\u0430\u043c\u0430\u0440\u0430<\/strong><br \/>\n\u041f\u0440\u043e\u0444\u0435\u0441\u043e\u0440 \u043f\u043e \u043e\u0431\u0449\u0435\u0441\u0442\u0432\u0435\u043d\u0438 \u043a\u043e\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0438,<br \/>\n\u0422\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u043d \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442, \u0421\u0438\u0434\u043d\u0438<\/p>\n<p id=\"u10245-62\"><span style=\"font-weight: 400;\">\u0418\u0417\u0422\u041e\u0427\u041d\u0418\u0426\u0418<\/span><\/p>\n<p id=\"u10245-67\" class=\"ts-Default-Link-Style--copy\">AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/barcelona-principles-2-0-infographic\" target=\"_blank\" rel=\"noopener\">http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/a><\/p>\n<p id=\"u10245-69\">Crifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<\/p>\n<p id=\"u10245-71\">Hendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<\/p>\n<p id=\"u10245-76\" class=\"ts-Default-Link-Style--copy\">Kellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from <a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/p>\n<p id=\"u10245-78\">Kendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<\/p>\n<p id=\"u10245-80\">Likely, F., &#038; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In J. Sriramesh, A. Zerfass, &#038; J. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge.<\/p>\n<p id=\"u10245-82\">Marston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<\/p>\n<p id=\"u10245-84\">McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &#038; E. Aronson (Eds.), Handbook of social psychology, Vol. 2 (3rd ed., pp. 233\u2013346). New York, NY: Random House.<\/p>\n<p id=\"u10245-86\">McGuire, W. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice &#038; C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22\u201348). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u10245-90\" class=\"ts-Default-Link-Style--copy\">Taylor-Power, E., &#038; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from\u00a0<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kmhyld-1ed1d014809f797fec883e104ea7951c\">\n.flex_column.av-kmhyld-1ed1d014809f797fec883e104ea7951c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-kmhyld-1ed1d014809f797fec883e104ea7951c av_one_full  avia-builder-el-9  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lsm09jd1-d5731d031e1326407bc55449b4c11941\">\n#top .av_textblock_section.av-lsm09jd1-d5731d031e1326407bc55449b4c11941 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-lsm09jd1-d5731d031e1326407bc55449b4c11941 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/framework\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u041d\u0430\u0442\u0438\u0441\u043d\u0435\u0442\u0435 \u0442\u0443\u043a \u0437\u0430 \u0434\u043e\u0441\u0442\u044a\u043f \u0434\u043e \u0418\u043d\u0442\u0435\u0433\u0440\u0438\u0440\u0430\u043d\u0430\u0442\u0430 \u0440\u0430\u043c\u043a\u0430 \u0437\u0430 \u043e\u0446\u0435\u043d\u043a\u0430<\/a><\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-13057","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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