title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð½Ð° Ð½Ð°ÑÐ°Ð»ÑÐ½Ð¾Ð¼ ÑÑÐ¾Ð²Ð½Ðµ Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Marketing communications at the initial level of the decision-making funnel
Creators: name: Ð¦Ð·ÑÐ½ Ð¢ÑÐ½ÑÐ°Ð¾
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð½Ð°ÑÐ°Ð»ÑÐ½ÑÐ¹ ÑÑÐ¾Ð²ÐµÐ½Ñ Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹
ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
Ð¼ÐµÑÐ¾Ð´Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð²Ð·Ð°Ð¸Ð¼ÐµÐ´ÐµÐ¹ÑÐ²Ð¸Ñ
initial level of decision-making funnel
advertising
target audience
methods of communication interaction

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ñ Ðº Ð±ÑÐµÐ½Ð´Ñ OnePlus Ð½Ð° Ð½Ð°ÑÐ°Ð»ÑÐ½Ð¾Ð¼ ÑÑÐ¾Ð²Ð½Ðµ Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð¿ÑÐ¸ Ð²ÑÑÐ¾Ð´Ðµ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð Ð¾ÑÑÐ¸Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ OnePlus. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ OnePlus c Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ°. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð´Ð°Ð½Ð½ÑÑ, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¸Ð½ÑÐµÑÐ²ÑÑ, Ð¾Ð¿ÑÐ¾Ñ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ ÑÑÐ½Ð¾Ðº ÑÐ¼Ð°ÑÑÑÐ¾Ð½Ð¾Ð² Ð Ð¾ÑÑÐ¸Ð¸; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ Ð¿ÑÐ¸ Ð¿Ð¾ÐºÑÐ¿ÐºÐµ ÑÐ¼Ð°ÑÑÑÐ¾Ð½Ð°, Ð²ÑÐ±ÑÐ°Ð½Ñ Ð¸ Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°Ð½Ñ Ð¼ÐµÑÐ¾Ð´Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ OnePlus Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¼ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð½Ð° Ð½Ð°ÑÐ°Ð»ÑÐ½Ð¾Ð¼ ÑÑÐ°Ð¿Ðµ Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹, ÐºÐ¾ÑÐ¾ÑÐ°Ñ ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð° ÑÐ²ÐµÐ»Ð¸ÑÐ¸ÑÑ Ð¿ÑÐ¾Ð´Ð°Ð¶Ð¸ Ð¸ ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð° Ð² Ð Ð¾ÑÑÐ¸Ð¸. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ OnePlus Ð¸Ð»Ð¸ Ð´ÑÑÐ³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð¿ÑÐ¾Ð´Ð°ÐµÑ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð¸ÐºÑ. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð°Ñ Ð¿ÑÐ¾ÑÐµÐ´ÑÑÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð½Ð° Ð½Ð°ÑÐ°Ð»ÑÐ½Ð¾Ð¼ ÑÑÐ°Ð¿Ðµ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ OnePlus. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð±Ð¸Ð»Ð±Ð¾ÑÐ´Ð¾Ð², ÑÐ¸ÑÑÐ¾Ð²ÑÐµ Ð¿Ð°Ð½ÐµÐ»Ð¸. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to develop a marketing communications program to attract attention to the OnePlus brand at the initial level of the decision-making funnel when entering the Russian market. The study was carried out on the basis of data analysis, comparative analysis, interviews, surveys, marketing modeling. Research subject: tools for interaction between the Chinese company OnePlus and consumers of the Russian market. Research methods: data analysis, comparative analysis, interviews, surveys. The main results of the study: â the Russian smartphone market was analyzed; â the preferences of the Russian consumer when purchasing a smartphone were identified, methods of communication interaction between OnePlus and the Russian consumer were selected and characterized; â a marketing strategy has been developed at the initial stage of the decision-making funnel, which can increase sales and brand awareness in Russia. Application field: OnePlus company or another company that sells electronics. The scientific novelty of the study is a developed procedure for developing communications at the initial stage for OnePlus on the Russian market. Information technologies targeted advertising, digital billboards, digital panels were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.