title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ Ð¿Ð¾ÑÑÐµÐ´ÑÑÐ²Ð¾Ð¼ ÑÐ¼Ð±Ð¸ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ (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° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Promotion of corporate style through ambient advertising (on the example of the SPbPU)
Creators: name: ÐÐ½ÑÐ¾Ð½Ð¾Ð²Ð°, 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: 2023
Subjects: ÑÐµÐºÐ»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°
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÐ¹ ÑÑÐ¸Ð»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°Ð¼Ð°
advertising
ambient advertising
higher education institutions
educational envi-ronment
corporate style
independent promotion
viral advertising

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description: Among the research methods, general scientific methods were used, including empirical ones: observation, comparison, description. General logic: analy-sis, generalization, analogy, modeling, etc. As well as sociological methods: focus group and questionnaire.The results of the FQW: the analysis of ambient advertising as a way to promote the corporate style of the university, as well as the experience of organ-izing space in the educational environment by domestic and foreign higher educa-tional institutions. An analysis of ambient advertising in SPbPU with an assessment of effectiveness has been carried out. Recommendations on the organization of ambient advertising in SPbPU with the development of ambient projects, a calendar plan and a budget are given. The effectiveness of these ambient projects for SPbPU was also evaluated. The results of the FQW can be used in promoting the corporate style of SPbPU. The development of ambient projects can be aimed at improving the educational and creative environment of the university.