title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ðµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ 19Lab)
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: Communication support for a small business organization (using the example of the 19Lab cosmetics brand)
Creators: name: ÐÐµÐ»ÑÐ±Ð¸Ð½Ð°, Ð¡Ð¾ÑÑ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: 2024
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ðµ
Ð¼Ð°Ð»ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ Ð¸ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº
Ð¿ÑÐ¾ÐµÐºÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ
communication support
small business
advertising and PR promotion tools
cosmetics market
communication support project

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð½Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¿ÑÐ¾ÐµÐºÑÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ 19Lab. Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÑÑÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÐºÐ¾-Ð¼ÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ. ÐÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¾ ÑÐ¾Ð¿Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ð¹ Â«ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸ÐµÂ», Â«PR-ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸ÐµÂ» Ð¸ Â«Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸ÐµÂ». Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÐµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÑÐµÐ»Ð¸ Ð¸ Ð·Ð°Ð´Ð°ÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ Ð¸ PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸ÑÐ¼Ð¸ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ°. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐ°Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. ÐÐ°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° 19Lab. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¾Ð¿ÑÐ¾Ñ Ñ ÑÐµÐ»ÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐ¸ÑÐµÐ»ÑÐ½ÑÑ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹. ÐÐ¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ, ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐ°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ°.
description: This work is devoted to the analysis of communication support for small business organizations in the cosmetics market and the development of a communication support project for the cosmetics brand 19Lab. The paper considers the theoretical and methodological foundations of communication support. A comparison of the concepts of "communication support", "PR support" and "information support" is presented. Various approaches to the definition of communication support are considered. The goals and objectives of communication support are defined. Advertising and PR tools used by small business organizations are considered. The features of communication support for cosmetic organizations are considered using the examples of Russian and foreign companies. The characteristic of the communication activity of the 19Lab brand is given. A survey was conducted to identify the organizations competitors and preferred channels of communication with the audience. Based on the results of the study, a communication support project was developed, and an assessment of the effectiveness of the implemented project was also carried out.