title: Ð¡Ð¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐµÐ¹ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·ÑÑÑÐµÐ¹ Ð°Ð»ÐºÐ¾Ð³Ð¾Ð»ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÑÑÐ¿Ð¿Ð° ÐÐ°Ð´Ð¾Ð³Ð°Â»)
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: Special events in the promotion of a company producing and selling alcoholic beverages (on the example of LLC Ladoga Group)
Creators: name: ÐÐµÑÐºÐ¾Ð²Ð°, ÐÐ»ÐµÐ½Ð°
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: PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾Ð»Ð¾Ð¶Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð³Ð¾ Ð¾Ð±ÑÐ°Ð·Ð°
PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ ÑÐ¾Ð±ÑÑÐ¸ÑÐ¼Ð¸
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ ÑÐ¾Ð±ÑÑÐ¸Ðµ
SMM
PR-promotion
positive image building
PR-tools
event management
special event

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐÐÐ Â«ÐÑÑÐ¿Ð¿Ð° ÐÐ°Ð´Ð¾Ð³Ð°Â» ÑÐµÑÐµÐ· ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÑÑÐ½Ð¾ÑÑÐ¸ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÐµÐ³Ð¾ ÑÐµÐ»ÐµÐ¹, Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð², Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¹ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹, Ð¸Ñ Ð¾Ð±ÑÐ¸Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸Ðº, Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ² Ð¸ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¾Ð², ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ Ð¼ÐµÐ½ÐµÐ´Ð¶Ð¼ÐµÐ½ÑÐ°, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð°Ð»ÐºÐ¾Ð³Ð¾Ð»ÑÐ½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹, Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ ÐÐÐ Â«ÐÑÑÐ¿Ð¿Ð° ÐÐ°Ð´Ð¾Ð³Ð°Â», Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐµÐºÑÑÐµÐ³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÐ¾Ð±ÑÑÐ¸Ñ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ ÐÐÐ Â«ÐÑÑÐ¿Ð¿Ð° ÐÐ°Ð´Ð¾Ð³Ð°Â». Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð·Ð½Ð°Ð½Ð¸Ð¹, Ð° Ð¸Ð¼ÐµÐ½Ð½Ð¾: Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ñ ÑÐ°Ð±Ð¾Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ Ð°Ð²ÑÐ¾ÑÐ¾Ð², Ð° ÑÐ°ÐºÐ¶Ðµ Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾Ð¿ÑÑÐ° ÑÐ°Ð±Ð¾ÑÑ Ð² ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ ÑÐµÑÐµÐ· ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ, Ð¾ÑÐµÐ½ÐµÐ½Ð° Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ Â«ÐÑÑÐ¿Ð¿Ð° ÐÐ°Ð´Ð¾Ð³Ð°Â», Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ³Ð¾ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ¼Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¼Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ´ÑÑÐ²Ð¾Ð¼ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÐ¾Ð±ÑÑÐ¸Ñ.
description: This work is devoted to the development of recommendations for PR-promotion of LLC "Ladoga Group" through special events. The tasks that were solved in the course of the research: studying the essence of PR-promotion of the company, its goals, tools, studying the classification of special events, their general characteristics, advantages and disadvantages, considering event marketing and event management, studying the peculiarities of PR-promotion of alcoholic beverage companies, including through special events, describing the characteristics of LLC "Ladoga Group", conducting a competitive-communication analysis and analysis of the current promotion of the company, developing a special event and recommendations for PR-promotion of LLC "Ladoga Group". The work was carried out on the basis of theoretical and practical knowledge, namely: research works of Russian and foreign authors, as well as on the basis of work experience in the company in question. As a result of the work the modern tools of PR-promotion, including through special events, were considered, their efficiency was evaluated. The activity of Ladoga Group LLC was analyzed, the current PR-promotion was analyzed and recommendations for further communication interaction through special events were developed.