title: Ð£Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¼Ð¸ Ð¿ÑÐ¾ÐµÐºÑÐ°Ð¼Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ IKEA
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: Managing an organization's advertising projects using the example of IKEA
Creators: name: ÐÑÐ¾ÑÐºÑÑÐ¸Ð½Ð°, ÐÐ½Ð½Ð°
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¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð´Ð¾Ð¿Ð¾Ð»Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÐµÐ°Ð»ÑÐ½Ð¾ÑÑÐ¸
Ð°ÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸
Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸
Ð³ÑÑÐ¿Ð¿Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ ÐÐÐÐÐ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð¾
augment reality application
advertising activity
performance assessments
INGKA group of companies
imternet space

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð½Ð°ÑÐµÐ»ÐµÐ½Ð° Ð½Ð° Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¼Ð¾Ð´ÐµÐ»Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¼Ð¸ Ð¿ÑÐ¾ÐµÐºÑÐ°Ð¼Ð¸ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐÐÐÂ». 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: 1. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÑÑÑÐ½Ð¾ÑÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑÂ», Ð¾ÑÐµÐ½Ð¸ÑÑ ÐµÐ³Ð¾ ÑÐ¾Ð»Ñ Ð² ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ð¸ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. 2. ÐÐ°ÑÑ ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐ¼ ÑÑÐµÐ´ÑÑÐ²Ð°Ð¼ ÑÐµÐºÐ»Ð°Ð¼Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 3. ÐÐ°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐÐÐÂ». 4. ÐÑÐµÐ½Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐµÐ¼Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÐµÐ¹ ÐÐÐ Â«ÐÐÐÐÂ» ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¼Ð¸ Ð¿ÑÐ¾ÐµÐºÑÐ°Ð¼Ð¸. 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐÐÐÂ». ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð° Ð¸Ð¼ÐµÐ½Ð½Ð¾ Ð¾Ð¿ÑÐ¾ÑÐ° Ð¿Ð¾ÑÐµÑÐ¸ÑÐµÐ»ÐµÐ¹ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Ð±ÑÐ»Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÑÐ·Ð²Ð¸Ð¼ÑÐµ Ð¼ÐµÑÑÐ° Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. Ð ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸, ÑÐµÑÑ Ð¸Ð´ÐµÑ Ð¾Ð± Ð¾ÑÑÑÑÑÑÐ²Ð¸Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð² ÑÐ°Ð¼Ð¾Ð¼ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ðµ, Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐ¾ÑÐ½Ð¾Ð¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÐÐ½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ðµ Ð¸ Ñ.Ð´. Ð ÑÐ°Ð¼ÐºÐ°Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð´ÐµÐ¹ÑÑÐ²ÑÑÑÐµÐ¹ ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ¾-Ð¿ÐµÑÐ²ÑÑ, ÑÐµÑÑ Ð¸Ð´ÐµÑ ÑÐ°ÐºÐ¾Ð¹ Ð¼ÐµÑÐµ ÐºÐ°Ðº ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð²Ð½ÑÑÑÐ¸ ÑÐ°Ð¼Ð¾Ð³Ð¾ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° IKEA. ÐÐ¾-Ð²ÑÐ¾ÑÑÑ, ÑÐµÑÑ Ð¸Ð´ÐµÑ Ð¾ ÑÐ°ÐºÐ¾Ð¹ Ð¼ÐµÑÐµ ÐºÐ°Ðº Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ðµ ÑÑÐ¾Ð²Ð½Ñ Ð°ÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² Ð¡ÐÐ Ð¸ ÑÐµÑÐ¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ. Ð-ÑÑÐµÑÑÐ¸Ñ, ÑÐµÑÑ Ð¸Ð´ÐµÑ Ð¾ ÑÐ°ÐºÐ¾Ð¹ Ð¼ÐµÑÐµ ÐºÐ°Ðº Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð² Ð Ð¾ÑÑÐ¸Ð¸ ÑÐµÑ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐ¶Ðµ ÑÑÐ¿ÐµÑÐ½Ð¾ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð¸ÑÑÑÑ Ð² ÐÐ²ÑÐ¾Ð¿Ðµ. Ð¡Ð¾Ð³Ð»Ð°ÑÐ½Ð¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑ Ð¼Ð¾Ð¶Ð½Ð¾ Ð·Ð°ÐºÐ»ÑÑÐ¸ÑÑ, ÑÑÐ¾ Ð²Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð´Ð°Ð½Ð½ÑÑ Ð¼ÐµÑ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÐ»ÑÑÑÐ¸ÑÑ ÑÐ²Ð¾Ð¸ ÑÑÐ½Ð¾ÑÐ½ÑÐµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¸ Ð¸ ÑÐ°ÑÑÐ¸ÑÐ¸ÑÑ Ð³ÑÐ°Ð½Ð¸ÑÑ ÑÐ²Ð¾ÐµÐ¹ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸.
description: This work is aimed at determining an effective model for managing advertising projects on the example of the company "IKEA"LLC. Tasks that were solved in the course of the study: 1. Define the essence of the concept of "advertising project", evaluate its role in the development of a modern enterprise. 2. Give a classification of the company's modern advertising tools. 3. Give a general description of the activities of the company "IKEA". 4. Evaluate the effectiveness of the advertising project management system used by IKEA LLC. 5. Develop recommendations for the development of the advertising management system of the company "IKEA". Based on the conducted empirical research, namely, a survey of store visitors, the most vulnerable places in advertising activities were identified. In particular, we are talking about the lack of advertising projects in the store itself, insufficient promotion of the company's activities in the Internet space, etc. As part of the development of the company's current advertising system, the following measures were proposed. First, we are talking about such a measure as the placement of advertising products inside the IKEA store itself. Secondly, we are talking about such a measure as increasing the level of activity of the company's advertising activities in the media and the Internet. Third, we are talking about such a measure as the use in Russia of those advertising campaigns that are already successfully functioning in Europe. According to the results of the evaluation of the effectiveness of the proposed measures, it can be concluded that the introduction of these measures will allow the company to improve its market position and expand the boundaries of its production activities.