title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð° Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°
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: The study of advertising communications in social media with the tools of content analysis
Creators: name: ÐÐ°Ð¼Ð°Ð»Ð¾Ð²Ð°, ÐÐ°ÑÐ¸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: 2019
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ Ð¼ÐµÐ´Ð¸Ð°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÑÑ
SMM-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ Ð¼ÐµÑÑÐ¸ÐºÐ¸
ÑÐ°ÑÐ³ÐµÑÐ¸Ð½Ð³

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description: The object of the research is the tools of content analysis in social media. The objective of graduate qualification work of master is economic rationale for the use of content analysis tools in social media to improve the effectiveness of advertising.
The key trends of advertising in social media were studied with the analysis of open information sources. The advantages and disadvantages of various methods of content analysis in social media were identified, as well as the practical applicability of these resources in the planning of ad-vertising. The principal possibility and usefulness of content analysis in promotional activity of the company was approved experimentally. The list of key advertising metrics for social media in terms of content analysis is also was stated. The final stage of the work was the calculation of the planned indicators for the advertising budget, on the basis of which the po-tential effectiveness of investments in marketing was analyzed in the con-sideration of the integration of content analysis methods in the company promotional activities.
The results of the study could be used in the marketing activities of companies in the planning of advertising strategy and budget.