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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Diana Ksenodoxova
Mobile Advertising as a Brand Promotion Tool in New Media
School of Integrated Communications
Bachelor’s programme
2014
Project proposal "Mobile advertising as a brand promotion tool" Topicality: Mobile advertising as a promotion tool is rapidly gaining popularity. While the effectiveness of traditional advertising channels is gradually falling down. Current tendency is based on amount of advantages which mobile advertising can provide. Using opportunities of mobile advertising allows the brand to solve considerable spectrum of marketing and communicative goals with gaining the maximum results and expending the minimum costsThe problem of the research is of the research is that despite of the strong advantages of mobile advertising, statistics provides sufficiently low indexes of mobile adverting effectiveness. Besides the financial part, unsuccessful mobile advertising campaign may be the reason for forming negative reputation and image of a brand. This relates to underdevelopment of the mobile analytical services in this area.In the research the hypothesis can be formulated as mobile advertising, in the case of improving the quality analysts, and as a consequence, targeting capabilities, is an effective mechanism of brand promotion in the new media.The main purpose of the project is to prove that the reason of sufficiently low indexes of mobile advertising effectiveness is the lack of using services to collect and analyze user data.The project proposal contains introduction, three chapters and conclusion. The first chapter of project is dedicated to give the defenition of New Media and to define particular features of this channel. The second part of the research is dedicated to the role of mobile advertising as a brand promotion machanism and to define the methods of analysts. The third part of the project is based on practical contribution to the research: case-stydy analysis. In conclusion to summarize all obtained results.

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