title: ÐÐ»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð² Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¾Ð¹ ÑÑÐµÑÐµ
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: Media content planning as a marketing communications tool in the banking sector
Creators: name: ÐÐ²Ð¾Ð»Ð³Ð°, ÐÐ°Ð´ÐµÐ¶Ð´Ð°
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: 2023
Subjects: Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½Ñ
ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°
Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ðµ
Ð¼ÐµÐ´Ð¸Ð°ÑÑÐ½Ð¾Ðº
Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ°Ñ ÑÑÐµÑÐ°
Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°
Ð¸Ð½ÑÐ¾Ð¿Ð¾Ð²Ð¾Ð´
Ð¾ÑÐºÐ»Ð¸Ðº Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹
media content
classification of media content
media consumption
media market
banking
content planning
information guide
user response

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description: The subject of the graduate qualification work is âMedia content planning as a marketing communications tool in the banking sectorâ. The given work is devoted to the creation of an algorithm for planning media content in the banking sector based on the identification of characteristics associated with the peculiarities of choice, consumption and perception of media content. In the process of this research, the following tasks were solved: 1. Media content is characterized as an element of culture and a tool of marketing communication, including advertising and PR communication. 2. The current situation in the media market in the banking sector has been studied. 3. The features of the choice, consumption and perception of media content are studied by conducting consumer research. 4. The respondents' responses were analyzed to identify the key features of media content consumption, attitudes towards banking organizations in general, characteristic of the population. 5. An algorithm for planning media content in the banking sector has been built. The work was carried out based on the analysis of media content created by banking organizations. In the course of the work, the current state of the media market of the banking sector was considered, what are the main trends in the publication of content, an analysis of media content consumption was conducted using in-depth interview research. The result of the work was the development of an algorithm for planning media content in the banking sector based on the identification of characteristics associated with the peculiarities of media content consumption, recommendations are given on the use of tools for generating information guides and user response.