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AUDI AG

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Audi.................................................................................. 5
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Audi ..............................................................................................................................................5
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on-line ..........................................................................................................................................................20

POS- ...................................................................................................................... 22
Audi - .....................................................................................................................................22
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quattro GmbH ............... 42


/BTL/POS ...................................... 43
ATL ..................................................................................................................................43
BTL ..................................................................................................................................44
POS..............................................................................................................................................................45

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1. POS ................................46
2. ...........................................48
3. , ..................................................................................................................50
4. -: ............................................................................................53
5. POS- www.audi-marketing.ru............................54
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48

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24
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21 pt,
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18 pt,
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8 pt,
10,5 pt, +2(XPress)
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420 297
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30
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c :
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10,5 pt,
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148 210
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16 pt,
21 pt,
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c :
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18 pt,
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Audi Sans Roman
8 pt,
10,5 pt, +2(XPress)

297 140
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24
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21 pt,
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c :
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10,5 pt, +2(XPress)
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297 210
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30
/ 15
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49

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Audi Sans Extended Bold
16 pt,
21 pt,
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c :
Audi Sans Extended Bold
18,5 pt,
24 pt,
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14 pt,
18 pt,
+4(XPress)

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10,5 pt,
14 pt,
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8 pt,
10,5 pt, +2(XPress)
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297 420
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40
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27,5 pt,
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c :
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24 pt,
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14 pt,
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55

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AUDI AG
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2.0.
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Laszlo.Grouchitskii@audi.ru

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