title: Ð¡Ð¿ÐµÑÐ¸ÑÐ¸ÐºÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð¼ÐµÑÐ¾Ð´Ð°Ð¼Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ PR (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð±ÐµÑÐ¿Ð¸Ð»Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð°Ð²ÑÐ¾ÑÑÐ°Ð½ÑÐ¿Ð¾ÑÑÐ°)
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: Specifics of promotion of high-tech products by advertising and PR methods (on the example of unmanned vehicles)
Creators: name: ÐÐ¾Ð»ÑÐ°Ð½Ð¾Ð², ÐÐ»ÐµÐºÑÐµÐ¹
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: Ð±ÐµÑÐ¿Ð¸Ð»Ð¾ÑÐ½ÑÐ¹ Ð°Ð²ÑÐ¾Ð¼Ð¾Ð±Ð¸Ð»Ñ
Ð°Ð²ÑÐ¾Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð°Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ
Ð´Ð¾Ð²ÐµÑÐ¸Ðµ Ðº Ð±ÐµÑÐ¿Ð¸Ð»Ð¾ÑÐ½Ð¾Ð¼Ñ ÑÑÐ°Ð½ÑÐ¿Ð¾ÑÑÑ
ÑÐ¾ÑÐ¸Ð¾ÑÐµÑ Ð½Ð¸ÑÐµÑÐºÐ¸Ðµ Ð±Ð°ÑÑÐµÑÑ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð²ÑÑÐ¾ÐºÐ¸Ñ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¹
unmanned vehicle
automotive industry
trust in unmanned transport
sociotechnical barriers
promotion of high technologies

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ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ ÑÐ°ÐºÑÐ¾ÑÑ, Ð²Ð»Ð¸ÑÑÑÐ¸Ðµ Ð½Ð° Ð¿ÑÐ¸Ð½ÑÑÐ¸Ðµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¾ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ð¸ Ñ ÑÐ°ÐºÐ¸Ð¼Ð¸ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ¼Ð¸. ÐÐ·ÑÑÐ¸ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÑÐ°ÐºÐ¸Ñ ÐºÐ°Ðº Ð¯Ð½Ð´ÐµÐºÑ, ÐÐÐÐÐ Ð¸ SberAutoTech, Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð±ÐµÑÐ¿Ð¸Ð»Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð°Ð²ÑÐ¾ÑÑÐ°Ð½ÑÐ¿Ð¾ÑÑÐ°. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÑ, ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. Ð¡ÑÐ°Ð²Ð½Ð¸ÑÑ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¹ Ð¾Ð¿ÑÑ Ñ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÐ¼Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÐ¼Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÑÐ°ÐºÐ¸Ñ ÐºÐ°Ðº Tesla, Waymo, Otto Ð¸ Volvo Group, Ð² ÑÑÐµÑÐµ Ð±ÐµÑÐ¿Ð¸Ð»Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð°Ð²ÑÐ¾ÑÑÐ°Ð½ÑÐ¿Ð¾ÑÑÐ°. 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description: This work is devoted to identifying the features and effective methods for promoting high-tech products, namely unmanned vehicles, using advertising and PR technologies. Tasks that were solved in the course of the study: To study the essence of communication promotion and its role in the promotion of high-tech products, including unmanned vehicles. Consider the main methods and tools of advertising and public relations used in this process. To study the development and current trends in the field of unmanned vehicles. Analyze its main characteristics and features as a high-tech product. Determine the needs and expectations of the audience in relation to unmanned vehicles. Explore audience behavior in the context of interaction with new technologies, especially in the case of unmanned vehicles. Analyze peoples attitudes towards safety, comfort and benefits that unmanned vehicles offer. Investigate the factors influencing the decision to interact with such technologies. To study the activities and developments of Russian companies such as Yandex, KAMAZ and SberAutoTech in the field of unmanned vehicles. Analyze their products, technologies and communication promotion strategies. Compare Russian experience with foreign companies. Research the activities of foreign companies such as Tesla, Waymo, Otto and Volvo Group in the field of unmanned vehicles. Analyze their innovative developments, successful cases of communication promotion and methods used to create an image and promote their products. Explore the various advertising campaigns and marketing strategies used to promote self-driving vehicles. Analyze the effectiveness of various approaches and determine the main success factors in the communication promotion of high-tech products. Explore cooperation with influencers and media partners as an effective tool for the communication promotion of unmanned vehicles. Analyze successful examples of cooperation and determine the criteria for choosing partners. Assess the impact of such partnerships on image-building and audience awareness of unmanned technologies. The work was carried out on the basis of the analysis of numerous studies devoted to: the promotion of high technologies, unmanned vehicles, social and technical barriers to the successful promotion of unmanned vehicles. As a result of the work, the conclusion was drawn that the promotion of high-tech products by advertising and PR methods is an important component of the successful development of companies involved in the development and production of such products, including unmanned vehicles. The key success factors are an integrated approach to promotion, taking into account the specifics of the product and the market, working with media resources and social networks, creating a positive image of the company, participating in testing and pilot projects, as well as ensuring data security and confidentiality. However, to achieve success in the market, it is also necessary to take into account the possible risks and limitations associated with the promotion of high-tech products, and carry out systematic work to minimize them. It is also important to constantly monitor changes in the market and adapt to new trends and the needs of the target audience in order to effectively promote the product and strengthen the position in the market in the long term.