title: Ð¡ÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³ Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿ÑÐ¾ÐµÐºÑÐ° "THEATROMANIA")
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: Storytelling in the communications of modern brands (on the example of the Â«THEATROMANIAÂ» project)
Creators: name: ÐÐ·Ð²ÐµÐºÐ¾Ð²Ð°, ÐÐ°ÑÐ³Ð°ÑÐ¸ÑÐ°
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: 2023
Subjects: ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¸Ð½ÑÐµÑÐ½ÐµÑ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ Ð±ÑÐµÐ½Ð´Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
ÑÐµÐºÐ»Ð°Ð¼Ð°
PR
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
storytelling
communications
internet
social networks
modern brands
communication campaign
advertising
communication tools

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð²Ð¾Ð¿ÑÐ¾ÑÐ° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°, Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸, Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð². ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð². ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ° Â«THEATROMANIAÂ». ÐÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ°ÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÐºÐ°Ðº Ð°Ð½Ð°Ð»Ð¸Ð·, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, PEST-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼ÐµÑÐ¾Ð´ ÑÐºÑÐ¿ÐµÑÑÐ½Ð¾Ð¹ Ð¾ÑÐµÐ½ÐºÐ¸, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ, Ð²ÐµÐ±-Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ. Ð ÑÐ¾Ð´Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¾ ÑÐ°ÑÐºÑÑÑÐ¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÐ½Ð¾ÑÑÑ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Ð°, ÐµÐ³Ð¾ ÑÐ¾Ð»Ñ Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°. ÐÐ½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð±ÑÐ» Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿ÑÐ¾ÐµÐºÑÐ° Â«THEATROMANIAÂ», Ð² ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐµÐ³Ð¾ Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð²ÑÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ°.
description: This work is devoted to the study and analysis of the use of storytelling as a tool, in particular, in the communications of modern brands. The object of the study is storytelling as a tool in the communications of modern brands. The subject of the study is storytelling as a tool for promoting the Â«THEATROMANIAÂ» project. Research methods such as analysis, SWOT analysis, PEST analysis, expert assessment method, comparative analysis, statistical data analysis, web analytics, as well as questionnaires were used. In the course of the work performed, the concept and essence of storytelling, its role and methods of using the tool were revealed. The analysis of communications was carried out on the example of the "THEATROMANIA" project, as a result of which a draft communication campaign was developed and recommendations were made to improve the communication activities of this project.