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List of publications on a keyword: «advertising»

  • Defiant advertising, or How advertisers attract the attention of young people to fast food products through outrage

    Book Chapter
    Vectors of socio-economic development in Russia. Modern challenges and opportunities
    Authors:
    Svetlana A. Goriunova, Irina V. Mkrtumova
    Work direction:
    Глава 12
    Abstract:
    Due to a noticeable decline in demand for advertising products, a decrease in sales and loss of profit in cafes and fast food restaurants, managers of some companies are forced to resort to extravagant ways of working with customers – involving epatage elements. The authors note that, to a greater extent, epathetic advertising causes negative emotions and makes a negative impression on older people, while in young people it evokes amazement, arouses interest, brings out laughter and the desire to buy fast food products precisely because of the original approach to their positioning. Based on the concepts of social field of P. Bourdieu, functional theory of R. Merton and others, the article outlines the features and peculiarities of difference between epatage and other attraction methods and techniques of influence on young people. Examples of socially significant epatage advertising, epatage in advertising products of catering restaurants Carl's Jr, Burger King, cafe ‘Shhelkunchik’ are given in this chapter. Understanding the impact of epathetic advertising, marketers also consider the possible consequences for brand reputation, including negative feedback and criticism. A strategy of ubiquitous social media presence not only maximizes audience reach, but also helps shape the consumer habits of young people. In conclusion, the authors emphasize that epathetic food advertising cannot bypass ethics, principles and postulates of morality.
    Keywords:
    youth subculture, consumer behavior, epatage advertising, epatage, social construction, catering restaurants, advertising content, attraction methods
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  • Business reputation as an integral element of improving the competitiveness of higher education institutions

    Proceeding
    Socio-Pedagogical Issues of Education and Upbringing
    Author:
    Valeriia V. Kamennova
    Work direction:
    Содержание и технологии профессионального образования
    Abstract:
    A good business reputation of a university is an important factor that increases the value of everything it offers. On the other hand, a bad reputation can reduce the cost of all university products and services and attract negative attention, such as rumors, gossip and negative reviews. The article is devoted to the analysis of the main tasks and goals of the PR activities of the university, as well as the problems of business reputation. In the process of writing the work, some research methods were used. First of all, theoretical methods (the system method, as well as generalization), general logical methods (analogy, analysis) were involved. The results of the study allow us to develop appropriate recommendations aimed at managing business reputation to improve the competitiveness of higher education institutions.
    Keywords:
    business reputation, competitiveness, Marketing strategy, communications, main means of advertising, higher education institution
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  • Marketing: vazhnost' reklamy v sovremennom biznese

    Proceeding
    Law, Economics and Management
    Author:
    Elizaveta V. Bushueva
    Work direction:
    Менеджмент и маркетинг
    Abstract:
    Advertising as a type of human activity has existed for several millennia. The concept of "advertising" in recent decades has become not only a word often mentioned in the media, but also a term that evokes a wide range of associations of an economic, political and socio-cultural nature. The main function of advertising is an economic function in the life of any company, aimed at selling products or providing services and making more profit. The article considers advertising as an important component of economic activity.
    Keywords:
    competition, marketing, advertising, economic activity, demand, enterprises, consumers, promotion, mass audience, clientele
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  • Specifics of a Virtual Business as an Object of Valuation: Special Value Factors and Risks

    Book Chapter
    The Influence of Creative Industries on the Russian Economy: Service, Hospitality, Advertising and Others
    Author:
    Oleg I. Filimonov
    Work direction:
    Глава 3
    Abstract:
    The development of the electronic economy, due to the widespread use of information and communication technologies, and the emergence of new specific types of virtual business operating on the Internet, require a revision of the theoretical and methodological concepts traditionally used in the analysis and evaluation of a typical business. Therefore, the study of a virtual business as an object of valuation is quite relevant, since it has special value factors and risks associated with the specifics of this business. Particular attention is paid to such a representative of a virtual business as advertising exchange, since it is important to take into account the specific factors and risks of this type of electronic commerce when conducting a valuation, which is a promising goal of the author in his further research.
    Keywords:
    risks, virtual business, advertising exchange, object of valuation, value factors, life cycle
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  • Analiz kontekstnoi reklamnoi kampanii na primere predpriiatiia sanatorno-kurortnogo kompleksa

    Proceeding
    Socio-Economic Processes of Modern Society
    Authors:
    Nikita A. Zonin, Milena S. Ulianets
    Work direction:
    Вопросы социально-экономической эффективности предприятий
    Abstract:
    Статья посвящена анализу контекстной рекламной кампании, предпринятой одним из санаториев Калининградской области, которая оказалась малоуспешной. В статье проведен SEO-аудит сайта санатория, проанализированы основные настройки рекламной кампании, изучены достоинства и недостатки рекламной кампании основного конкурента объекта исследования. Выявлены причины низкой эффективности рекламной кампании и даны рекомендации по исправлению недостатков.
    Keywords:
    optimization, advertising, search, google, website availability, configure, contextual advertising Yandex, resort, page, campaign
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  • Localization of advertising texts as a specific type of translation

    Proceeding
    History of culture, study of art and philology: modern points of view
    Authors:
    Iana M. Ferents, Tatiana I. Somikova
    Work direction:
    Филология и журналистика
    Abstract:
    This article is devoted to advertising as the object of linguistic research (the definition of advertising text is compiled, the main tasks and functions of advertising are revealed). The most promising directions of further research in the field of advertising texts are outlined, the role of studying localization of advertising is shown, localization of advertising texts is defined as a specific type of translation.
    Keywords:
    advertising, advertising text, advertising text translation, localization
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  • Social and Psychological Aspects of the Theme of Motherhood and Childhood in the Soviet Poster in the Years of the Great Patriotic War and the First Post-war Years

    Proceeding
    Socio-Cultural and Psychological Problems of the Modern Family: Current Issues of Assistance and Support
    Author:
    Irina M. Kryuchkova
    Work direction:
    Teching of family values: partnership of family, school and society
    Abstract:
    Soviet social advertising aimed at solving problems that do not lose their relevance in modern conditions are examined in the article. The issues of social protection of motherhood and childhood might be considered as such. The Great Patriotic War and post-war informative posters are analysed in the article. The work notes that during The Great Patriotic War the soldiers of Red Army were called upon for the protection of their loved ones and the government promised to support their families, yet during post-war period the topics of orphanage prevention, woman's professional self-fulfillment, peace time rearranging and erection of social welfare state became relevant.
    Keywords:
    social psychology, family, social protection, social advertising, poster, motherhood and childhood, World War II
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  • Advantages and problems of digital marketing in Kazakhstan

    Proceeding
    Law, Economics and Management: Theory and Practice
    Authors:
    Dina A. Kadukova, Zhangul' K. Basshieva
    Work direction:
    Экономика предпринимательства
    Abstract:
    In this article, the concept of digital marketing is considered as one of the components of marketing. Special attention is paid to its advantages and problems. Search engine usage statistics and their age category are considered separately among web users. The relevance of this article is due to the fact that digital technologies are actively being introduced into our lives. Simplifying public and business access to government services, speeding up information exchange, creating new business opportunities, creating new digital products, etc.
    Keywords:
    Internet, advertising, digital marketing, Digital Kazakhstan, digital channels, media, digital agencies
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  • Visual components of modern culture

    Research Article
    Development of education No 2 (4)
    Author:
    Victoria S. Amochkina
    Work direction:
    Theoretical and applied education research
    Abstract:
    This article discusses the various types of visual components of the modern world, their positive and negative effects, the impact of visual images on the perception of reality and the way of thinking of a modern person, both an adult and a child, as a future member of society, an attempt to philosophical understanding of this problem.
    Keywords:
    communication, visual component, clip thinking, virtual reality, advertising, social network
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