title: Ð­Ð¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â»)
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: Ambient advertising in the communication strategy of the university (on the example of Â«SPbPUÂ»)
Creators: name: ÐÑÐ»ÐµÐ²Ð¸Ñ, ÐÐ½Ð°ÑÑ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: 2021
Subjects: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½ÑÐ¹ ÑÐµÑ Ð½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ
ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÐ°Ð¼Ð¾ÑÑÐ¾ÑÑÐµÐ»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð²Ð¸ÑÑÑÐ½Ð°Ñ ÑÐµÐºÐ°Ð»Ð°Ð¼Ð°
ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð²ÑÑÑÐ¸Ðµ ÑÑÐµÐ±Ð½ÑÐµ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ñ
Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð°Ñ ÑÑÐµÐ´Ð°

description: ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÑÑÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¼ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ð¸ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ°.Ð¡ÑÐµÐ´Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð²ÐºÐ»ÑÑÐ°ÑÑÐ¸Ðµ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ: Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ, Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ. ÐÐ±ÑÐµÐ»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ðµ: Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, Ð°Ð½Ð°Ð»Ð¾Ð³Ð¸Ñ, Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ Ð´Ñ. Ð ÑÐ°ÐºÐ¶Ðµ ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ: ÑÐ¾ÐºÑÑ-Ð³ÑÑÐ¿Ð¿Ð° Ð¸ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ.Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÐÐÐ : Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾Ð¿ÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð° Ð² Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¼Ð¸ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÐ¼Ð¸ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°Ð¼Ð¸. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² Ð¡ÐÐ±ÐÐ£ Ñ Ð¾ÑÐµÐ½ÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. ÐÑÐ¸Ð²ÐµÐ´ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² Ð¡ÐÐ±ÐÐ£ Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¾Ð¹ ÑÐ¼Ð±Ð¸ÐµÐ½Ñ-Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð², ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÐ½Ð¾Ð³Ð¾ Ð¿Ð»Ð°Ð½Ð° Ð¸ Ð±ÑÐ´Ð¶ÐµÑÐ°. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´Ð°Ð½Ð½ÑÑ ÑÐ¼Ð±Ð¸ÐµÐ½Ñ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð´Ð»Ñ Ð¡ÐÐ±ÐÐ£.
description: The subject of the research is ambient advertising in the communication strategy of the university on the example of SPbPU. The aim of the study is to provide recommendations on the use of ambient advertising in an educational institution based on the study of Russian and foreign experience.Among the research methods, general scientific methods were used, including empirical ones: observation, comparison, description. General logical: analysis, generalization, analogy, modeling, etc. As well as sociological methods: focus group and questioning. FQP results: the analysis of ambient advertising in the communication strategy of the university, as well as the experience of organizing space in the educational environment by domestic and foreign universities. The analysis of ambient advertising in SPbPU with an assessment of its effectiveness has been carried out. Recommendations are given for organizing ambient advertising in SPbPU with the development of ambient projects, a calendar plan and a budget. The communication efficiency of these ambient projects for SPbPU was also assessed.