title: ÐÐ¸Ð·ÑÐ°Ð»ÑÐ½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Visual Communication in the Activities of a Sports Organization
Creators: name: ÐÐ°Ð»Ð°ÐµÐ²Ð°, ÐÐ¸Ð°Ð½Ð°
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: 2025
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð°Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð°Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð°
PR
communication
visual communication
corporate identity
competitive analysis
sports organization
promotion
advertising

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description: This study addresses the issue of insufficient attention to visual communication within sports organizations. The subject of the research is the application of visual communication in the promotion of the football club âZenit.â The research objectives included: defining the concept of visual communication based on various theoretical approaches, and exploring ways in which visual communication can be used in the activities of sports organizations. The study is based on the works of both domestic and international scholars on the perception of visual imagery, as well as on scientific publications that examine visual communication channels and corporate identity as a key component. As part of a comprehensive analysis of a sports organization, several strategic tools were used, including SWOT analysis, PEST analysis, and competitive communication analysis. Additionally, a sociological survey was conducted among football club fans to assess the importance of visual communication for the target audience. Based on the results, a visual communication project was developed to enhance the organizationâs interaction with its audience. In the practical section of the thesis, the project âZenit 360â was presented for the official website of the football club Zenit. The project includes a layout of a web page, examples of visual post designs for social media, and an email newsletter template. Furthermore, the criteria for evaluating the effectiveness of the developed visual communication tools were outlined.