«Grey» media advertising market: features and functional peculiarities

<p>Annotation</p><p>&nbsp;</p><p>Graduate qualification work &ndash; &laquo;Grey&raquo; media advertising market: features and functional peculiarities</p><p>The author: student of faculty of media communications, group 743g, Meshcheryakova Maria Alekseevna</p><p>&nbsp;</p><p>In this work the student touches upon the definition of &laquo;grey&raquo; media advertising market as a specific economic sphere for producers of special goods which refer to some articles from actual legislation.</p><p>This topic is seemed to be rather important because of today&rsquo;s tendencies of law restrictions rigidity in the sphere of advertising that makes producers apply for alternative methods of goods promotion, especially such goods as alcohol and tobacco.</p><p>In research the student achieves several objectives: make a definition for &ldquo;grey schemes&rdquo; in marketing and &laquo;grey&raquo; media advertising market; mark prerequisites, structure and mechanism of &laquo;grey&raquo; market functioning; touch upon legislative base development towards alcohol and cigarettes promotion; observe the history of alcohol and tobacco markets development.</p><p>The key polydisciplinary method is systems analysis. The empiric tools are the following: qualifying analysis of documentation base; individual expert assessment; questionnaire method in the course of research of attitude towards brand and its elements: memory test for remembering advertising information, emotional affinity score towards brand and consumer intentions on the base of Laikert score; statistics analysis of brand Internet-activity indicators (with the help of Yandex citation index, Google PageRank and Facebook involvement index).</p><p>This research helps for detailed consideration of recently formed in Russia and actively developing &laquo;grey&raquo; media advertising market, realizing its structure, prerequisites of its occurrence, defining the perspectives of its future development.</p><p>The current results could be useful for legislative institutions of Russia; for market players who produce special categories of goods described in this work; for professional advertisers, marketing specialists and sociologists.</p><p>Besides this information should be taken into account in the course of special legislation making, that is really necessary for &laquo;grey&raquo; media advertising market. Also received data could be effective for creation and use of original &laquo;grey schemes&raquo; of brand promotion in different economic areas.</p>