title: ÐÐ»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÑÐ½ÐµÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸
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: Planning and implementation of foreign trade company advertising activities
Creators: name: Ð¡ÑÑÐ¾ÐµÐ²Ð°, ÐÐ°Ñ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: 2021
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
Ð²Ð½ÐµÑÐ½ÐµÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð±ÑÐ´Ð¶ÐµÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸
ÑÐ¼Ð±Ð°ÑÐ³Ð¾
ÐºÑÐ¾ÑÑÐºÑÐ»ÑÑÑÑÐ½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
advertising
foreign trade company
advertising budget
embargo
crosscultural communication

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÑÑÐ¿Ð°ÐµÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ-Ð¸Ð¼Ð¿Ð¾ÑÑÐµÑ ÐÐÐ Â«EUROCHEESEÂ», Ð° Ð¿ÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐµÐµ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ. ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð¾Ð² Ðº Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÑÐ½ÐµÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÑÐ»Ð¾Ð²Ð¸ÑÑ. ÐÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ ÑÐµÐ»Ð¸ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ·ÑÑÐ¸ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÑÐ½ÐµÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 2. ÐÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«EUROCHEESEÂ»; 3. ÐÑÑÐ²Ð¸ÑÑ ÑÐ°ÐºÑÐ¾ÑÑ Ð¼Ð¸ÐºÑÐ¾- Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ, Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° ÑÑÐ¿ÐµÑÐ½ÑÑ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸; 4. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° ÑÐ±ÑÑÐ° Ð¸ Ð¾Ð¿ÑÐ¾Ñ Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹; 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¾Ð±ÑÐ¸Ðµ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ Â«EUROCHEESEÂ» Ð¸ Ð¿Ð»Ð°Ð½ ÐµÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹; 6. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº Ð¾ÑÐµÐ½ÐºÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸Ð»Ð¾ÑÑ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ°ÐºÐ¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð², ÐºÐ°Ðº Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸Ð½ÑÐµÐ· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¿Ð¾ ÑÐµÐ¼Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ, Ð¼ÐµÑÐ¾Ð´ Ð´ÐµÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ â ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ ÐºÐ°ÑÑ ÑÐ¼Ð¿Ð°ÑÐ¸Ð¸, ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¼ÐµÑÐ¾Ð´ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¾Ð¿ÑÐ¾Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¼ÐµÑÐ¾Ð´ Ð¾ÑÐ¾Ð±ÑÐ°Ð¶ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð²ÑÑÐ²Ð»ÐµÐ½Ð° ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¸ Ð¼ÐµÐ´Ð¸Ð°Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ ÐµÐµ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð², ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ ÑÑÐµÐ´Ð½ÐµÑÑÐ¾ÑÐ½ÑÐ¹ Ð¿Ð»Ð°Ð½ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«EUROCHEESEÂ» Ð² ÑÐ¾Ð¾ÑÐ²ÐµÑÑÑÐ²Ð¸Ð¸ Ñ ÐºÑÐµÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸ÐµÐ¹ Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½Ð½ÑÐ¼ Ð±ÑÐ´Ð¶ÐµÑÐ¾Ð¼, Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº Ð¾ÑÐµÐ½ÐºÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÑÐ½ÐµÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: The object of the research is the importing company EUROCHEESE LLC, and the subject of the research is its advertising activities. The given work is devoted to developing of approaches to planning and implementation of advertising activities of a foreign trade company under current conditions. To achieve the goal, we have set the following tasks: 1. To study the features of planning the advertising activities of a foreign trade company; 2. To present the characteristics of the company EUROCHEESE LLC; 3. To identify the factors of micro- and macroenvironment that affect the successful implementation of advertising activities; 4. To conduct a sales market analysis and survey of potential consumers; 5. To develop general principles of the advertising activities of EUROCHEESE LLC and a plan of its activities; 6. To determine approaches to assessing the effectiveness of advertising. The research was carried out using methods such the analysis and synthesis of literature regarding research, classification, the method of detailed description of the target audience - drawing up empathy maps, an empirical research method - a survey and a graphical method for displaying research results. As a result of the study, we identified the target audience and media preferences of its segments, drew up a medium-term plan of EUROCHEESE advertising activities in accordance with the creative concept and the allocated budget, and proposed approaches to assessing the effectiveness of advertising activities of a foreign trade company.