title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ñ ÑÐµÐ»ÑÑ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ
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: Marketing research of consumers in order to analyze the effectiveness of social advertising
Creators: name: ÐÑÐ¼ÑÑÐ°ÑÐ¾Ð²Ð°, Ð¡Ð²ÐµÑ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: 2020
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¼ÐµÐ¶ÑÐµÐºÑÐ¾ÑÐ½Ð¾Ðµ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ðµ
ÐºÐ°ÑÑÐ° Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿ÑÑÐ¸
Ð°Ð½ÑÐ¸ÑÐ°Ð±Ð°ÑÐ½Ð°Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð½ÐµÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ°Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ
social advertising
intersectoral interaction
customer journey map
anti-tobacco social advertising
non-profit organization
communication efficiency

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description: The subject of the graduate qualification work is Â«Marketing research of consumers in order to analyze the effectiveness of social advertisingÂ». This work is devoted to the study of the behavior of consumers of anti-tobacco social advertising, analysis of the effectiveness of existing programs and the development of an anti-tobacco social campaign for a non-profit organization. In the course of work, the following tasks were solved: 1. Consideration of the basic concepts, methods and techniques of social advertising. 2. Analysis of the subjects of the social advertising market. 3. Analysis of the influence of external factors on the social advertising market. 4. A study of consumer behavior in the market of anti-tobacco social advertising. 5. Analysis of the effectiveness of ongoing social campaigns. 6. Development of a draft anti-tobacco social campaign for a non-profit organization. 7. Analysis of the effectiveness of the developed project. In the course of writing the work, a study was conducted of consumer behavior in the market of anti-tobacco social advertising, which clearly showed that social advertising had a varying degree of influence on generations depending on their development. Portraits of consumers of anti-tobacco social advertising were compiled, as well as a map of the user path, which made it possible to see ways to most effectively influence the consumer. Based on the results of the study, the anti-tobacco social advertising project was developed for a non-profit organization. VK social network and YouTube video hosting, the effectiveness of which was also calculated in work, were used as the main site for placement.