THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA
The description of the main tools of Below-the-line- communications (BTL-communications), their advantages and disadvantages is presented. Based on the study, the main tasks performed during the implementation of BTL-tools on the market are described. The statistics of the Russian advertising market...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2018-06-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/1064 |
| _version_ | 1797244055106617344 |
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| author | M. Simakina |
| author_facet | M. Simakina |
| author_sort | M. Simakina |
| collection | DOAJ |
| description | The description of the main tools of Below-the-line- communications (BTL-communications), their advantages and disadvantages is presented. Based on the study, the main tasks performed during the implementation of BTL-tools on the market are described. The statistics of the Russian advertising market (using the data of the Association of communication agencies of Russia) and the place of BTL advertising on it are given and analyzed. Particular attention is paid to the analysis of the correlation of BTL-advertising with other forms of advertising. Also, based on the data of the Russian association of marketing services, the demand for various BTL-communications by advertisers is analyzed. A set of trends in the development of the BTL-communications market is formulated. |
| first_indexed | 2024-03-08T04:23:13Z |
| format | Article |
| id | doaj.art-46f3278805de47e6baf207bd01fe2244 |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2024-04-24T19:04:55Z |
| publishDate | 2018-06-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-46f3278805de47e6baf207bd01fe22442024-03-26T14:22:55ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152018-06-010611011610.26425/1816-4277-2018-6-110-1161064THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIAM. Simakina0Moscow University for the HumanitiesThe description of the main tools of Below-the-line- communications (BTL-communications), their advantages and disadvantages is presented. Based on the study, the main tasks performed during the implementation of BTL-tools on the market are described. The statistics of the Russian advertising market (using the data of the Association of communication agencies of Russia) and the place of BTL advertising on it are given and analyzed. Particular attention is paid to the analysis of the correlation of BTL-advertising with other forms of advertising. Also, based on the data of the Russian association of marketing services, the demand for various BTL-communications by advertisers is analyzed. A set of trends in the development of the BTL-communications market is formulated.https://vestnik.guu.ru/jour/article/view/1064btl-коммуникацияmarketing communicationadvertisingbtl-communicationbtl-tooltrends of btl market development |
| spellingShingle | M. Simakina THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA Вестник университета btl-коммуникация marketing communication advertising btl-communication btl-tool trends of btl market development |
| title | THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA |
| title_full | THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA |
| title_fullStr | THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA |
| title_full_unstemmed | THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA |
| title_short | THE MARKET DEVELOPMENT OF BTL-COMMUNICATIONS IN RUSSIA |
| title_sort | market development of btl communications in russia |
| topic | btl-коммуникация marketing communication advertising btl-communication btl-tool trends of btl market development |
| url | https://vestnik.guu.ru/jour/article/view/1064 |
| work_keys_str_mv | AT msimakina themarketdevelopmentofbtlcommunicationsinrussia AT msimakina marketdevelopmentofbtlcommunicationsinrussia |