title: ÐÐµÑÐ¾Ð´Ñ Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ð¸ Ð¾ÑÐ»Ð°Ð¹Ð½ Ð¸ Ð¾Ð½Ð»Ð°Ð¹Ð½ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸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: Methods of integration of offline and online marketing communications
Creators: name: ÐÐ¾Ð»ÑÐ²Ð°Ñ, ÐÐ»ÐµÑÑ
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: Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½Ð¾ÑÑÑ
ÑÐ¸ÑÑÐ¾Ð²Ð°Ñ Ð½Ð°ÑÑÐ¶Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð°ÑÐ¸Ðº
integration
marketing communications
omnichannel
digital outdoor advertising
programmatic

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description: The aim of the study is to study the theoretical foundations and practical tools for integrating marketing communications. The study was carried out on the basis GSIM of IMET SPbPU. Research subject: using of the integrated marketing tools for promoting the online masterâs degree of SPbPU. Research methods: methods of comparison and measurement. The main results of the study: - measures have been developed to promote the online masters degree with the help of integrated marketing tools; - the effectiveness of the obtained indicators was evaluated, and recommendations were made to improve the indicators during the actual launch of the advertising campaign; - a comparative assessment of the indicators of traditional advertising methods and integration methods was made; - approaches to the integration of online and offline promotion tools have been developed. Application field: the application of the results of work in the activities of the SPbPU in the promotion of online masters degree. The scientific novelty of the study is the development of approaches for planning an integrated advertising campaign at launch. 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.