title: Ð ÐµÐºÐ»Ð°Ð¼Ð° ÐºÐ°Ðº ÑÐ»ÐµÐ¼ÐµÐ½Ñ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð ÐÐ Â«Ð¢Ð¾Ð²Ð°ÑÐ¸ÑÐµÑÑÐ²Ð¾ Â«Ð¡Ð²Ð¾Ð±Ð¾Ð´Ð½Ð°Ñ ÐºÑÐ»ÑÑÑÑ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: Advertising as an element of media content (for example, RPO "Partnership "Free Culture")
Creators: name: Ð¨Ð°Ð¼Ð¾ÑÐ°, ÐÑÑÐµÑÐ»Ð°Ð²
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: 2020
Subjects: Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½Ñ
ÑÐ»ÐµÐ¼ÐµÐ½Ñ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
Ð¼ÐµÐ´Ð¸Ð°
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
media content
media content element
advertising
media
online advertising campaign

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 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: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² Ð²ÑÐ±ÑÐ°Ð½Ð½Ð¾Ð¹ ÑÐµÐ¼Ñ; Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð ÐÐ Â«Ð¢Ð¾Ð²Ð°ÑÐ¸ÑÐµÑÑÐ²Ð¾ Â«Ð¡Ð²Ð¾Ð±Ð¾Ð´Ð½Ð°Ñ ÐºÑÐ»ÑÑÑÑÐ°Â»; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð ÐÐ Â«Ð¢Ð¾Ð²Ð°ÑÐ¸ÑÐµÑÑÐ²Ð¾ Â«Ð¡Ð²Ð¾Ð±Ð¾Ð´Ð½Ð°Ñ ÐºÑÐ»ÑÑÑÑÐ°Â», Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸Ð»ÑÑ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, ÑÐ°Ð·ÑÐ°Ð±Ð°ÑÑÐ²Ð°Ð»Ð°ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Â«ÐÐÐ¾Ð½ÑÐ°ÐºÑÐµÂ». Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¾ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð¸ ÐµÐ³Ð¾ ÑÐ¾ÑÑÐ°Ð²Ð»ÑÑÑÐ¸Ñ, Ð²ÑÑÐ²Ð»ÐµÐ½Ð° ÑÐ¾Ð»Ñ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¼ Ð¼Ð¸ÑÐµ, Ð±ÑÐ»Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼ÐµÐ´Ð¸Ð°ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. Ð¢Ð°ÐºÐ¶Ðµ, Ð±ÑÐ»Ð° Ð´Ð°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð ÐÐ Â«Ð¢Ð¾Ð²Ð°ÑÐ¸ÑÐµÑÑÐ²Ð¾ Â«Ð¡Ð²Ð¾Ð±Ð¾Ð´Ð½Ð°Ñ ÐºÑÐ»ÑÑÑÑÐ°Â», Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Â«ÐÐÐ¾Ð½ÑÐ°ÐºÑÐµÂ».
description: This work is the development of an advertising Internet company. Tasks that were solved during the study: study of the theoretical aspects of the chosen topic, study of the activities of the RPO Â«Partnership Â«Free CultureÂ». development of an advertising campaign. The work was carried out based on the RPO Â«Partnership Â«Free CultureÂ», on the basis of which a situational analysis of activities was carried out, an online advertising campaign was developed in the social network Â«VkontakteÂ». As a result, the concept of media content and its components was considered, the role of media content in the modern world was identified, the features of the use of media content in the advertising activities of Russian and foreign companies were identified. Also, a characteristic and evaluation of the company RPO Â«Partnership Â«Free CultureÂ» was given, a competitive analysis was carried out, an analysis of the communicative strategies of competitors was carried out, and an Internet advertising campaign was developed on the social network Â«VkontakteÂ».