title: Ð Ð°ÑÑÐµÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐºÑÑÑÐ¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÐ°Ð·Ð½ÑÑ Ð³ÑÑÐ¿Ð¿ Ð½Ð°ÑÐµÐ»ÐµÐ½Ð¸Ñ
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: Calculation of the effectivnes of hidden advertising based on different groups of the population
Creators: name: ÐÐ¾Ð¹ÑÐ¾Ð², ÐÐ»ÐµÐºÑÐ°Ð½Ð´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: Ð ÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ¿ÑÐ¾Ñ
ÑÐºÑÑÑÐ°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ñ ÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½Ð¸Ñ
ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°ÑÐ¿ÐµÐºÑ
Ð¿ÑÐ¾Ð´Ð°ÐºÑ Ð¿Ð»ÐµÐ¹ÑÐ¼ÐµÐ½Ñ
ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°
ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
swot Ð°Ð½Ð°Ð»Ð¸Ð·
Advertisement
demand
hidden advertisement
artwork
economic aspect
product placement
tool efficiency
cluster annalysis
swot analysis

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÑÑÐ¿Ð°ÐµÑ ÑÐºÑÑÑÐ°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°, Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸ â Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð°ÐºÑ Ð¿Ð»ÐµÐ¹ÑÐ¼ÐµÐ½Ñ.
Ð¦ÐµÐ»ÑÑ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ Ð³ÑÑÐ¿Ð¿Ñ Ð½Ð°ÑÐµÐ»ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐºÑÑÑÐ¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐµÐºÑÑÐ¸Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð¸ ÑÐ¸Ð»ÑÐ½ÑÑ ÑÑÐ¾ÑÐ¾Ð½ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°.
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¿ÑÐµÐ´ÑÐ´ÑÑÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°, Ð±ÑÐ»Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð°ÑÐ¿ÐµÐºÑÑ Ð¸ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ ÐµÐ³Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¼ Ð¼Ð¸ÑÐµ.
ÐÑÐ»Ð¾ Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½Ð¾ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ðµ Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð´Ð»Ñ Ð²ÑÐ±Ð¾ÑÐ° Ð¼ÐµÑÐ¾Ð´Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. ÐÐµÑÐ¾Ð´Ð°Ð¼Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÐ°Ð»Ð¸ â ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· (Ð²ÐºÐ»ÑÑÐ°Ñ Ð¸ÐµÑÐ°ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¹ ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ñ Ð-ÑÑÐµÐ´Ð½Ð¸Ð¼Ð¸) Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ¿Ð¾Ð¼Ð¾Ð³Ð°ÑÐµÐ»ÑÐ½ÑÐ¼Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ ÑÑÐ°Ð»Ð¸ ÑÐ°ÑÑÐ¾ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸ÐµÐ¼ ÑÑÐµÑÐ¼ÐµÑÐ½ÑÑ Ð´Ð¸Ð°Ð³ÑÐ°Ð¼Ð¼ ÑÐ°ÑÑÐµÐ¸Ð²Ð°Ð½Ð¸Ñ, Ð¾Ð¿ÑÐ¾Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð²ÑÐ±Ð¾ÑÐºÐ¸.
ÐÑÐ´ÐµÐ»ÐµÐ½Ð¾ Ð´Ð²Ðµ Ð³ÑÑÐ¿Ð¿Ñ (ÐºÐ»Ð°ÑÑÐµÑÐ°) Ð¸Ð· Ð²ÑÐµÐ¹ ÑÐ¾Ð²Ð¾ÐºÑÐ¿Ð½Ð¾ÑÑÐ¸, Ð¾Ð´Ð½Ð° Ð¸Ð· ÐºÐ¾ÑÐ¾ÑÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð±Ð¾Ð»ÐµÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ÑÐºÑÑÑÐ¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ.
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð´ÐµÐ»Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¼Ð°ÑÑÐ¸ÑÐ° Ð²Ð½ÐµÑÐ½Ð¸Ñ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð², Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°.
Ð¡ÐºÑÑÑÐ°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð¸Ð¼ÐµÐµÑ ÑÐµÑÐºÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÑ Ð³ÑÑÐ¿Ð¿Ñ Ð½Ð°ÑÐµÐ»ÐµÐ½Ð¸Ñ Ð¸ Ð¾ÑÐ»Ð¸ÑÐ½Ð¾ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð¸Ñ Ð´Ð»Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÐºÑÑÐ¿Ð½ÑÐ¼Ð¸ ÑÑÐ°Ð½ÑÐ½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¼Ð¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸ÑÐ¼Ð¸, Ð² Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¾Ð»Ð¸Ð³Ð¾Ð¿Ð¾Ð»Ð¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ.
description: The object of the research is hidden advertising, in particular - a tool product placement.
The purpose of graduate qualification work of bachelor the is to identify the most effective group of the population for the use of hidden advertising, taking into account the current problems and strengths of this tool.
Based on the analysis of previous studies of the instrument, the main aspects and problems of its use in the modern world were highlighted.
The theoretical basis for choosing the method of analysis was given in the work. They are - analysis methods include cluster analysis (including hierarchical cluster analysis and K-means clustering) and SWOT analysis. Frequency analysis, graphical analysis using three-dimensional scatter diagrams, sample-based polling have become additional tools.
Two groups (clusters) are distinguished from the entire set, one of which is more efficient and targeted for the use of the hidden advertising tool.
On the basis of the work done, a matrix of external and internal factors that affect the efficiency of the tool was created.
Hidden advertising has a clear effective population group and well suited for use by large multinational corporations, especially in conditions of oligopoly in the market.