Outdoor and Other Types of Media Advertisingas Tool for the Medai Brand Value

<p>Relevance of the topic of our study is due to the value that is currently in the Russian market is the intellectual capital of the company.</p><p>The basis of our study is based on the work of D. Aaker , ZH.-N. Kapferer , T. Nilsson , E. Rice , D. Trout , K. Keller and many other researchers who have been studying the brand itself. Lately, we can talk about the contribution to the study of the brand and the local researchers who were involved including the problem of assessing the value of the brand , it is extremely important for our study. We can give examples of such names as VN Domnin A. Dligach , N. and E. Zharkin Pisarenko .</p><p>The purpose of research - defining the relationship between the formation of the company &#39;s advertising policy and brand value of the company. For the analysis we use a company CTC , as according to the company Interbrand said she is the most expensive brand of Russian media in 2013 and ranks high for the past several years. At the same time it is important to consider how investments in advertising CTC and its content and concept , because our goal is to identify all laws that allow you to change the brand value , by means of advertising. Realization of this goal required the following tasks:</p><p>&bull; Identify places in the brand intangibles corporation;</p><p>&bull; Identify the components of the company&#39;s brand STS ;</p><p>&bull; Identify the main characteristics of the advertising campaign CCC;</p><p>&bull; Identify the relationship of investments in an advertising campaign and a place in the ranking of brands.</p><p>The object of this study is to brand as an intangible asset of the company . Subject of research are management tools using the brand value of outdoor and media advertising .</p><p>As a methodological framework , we used the work of D. Aaker , D. Trout , E. Rice , publication Western branding agencies , the concept of brand value analysis Interbrand.</p><p>As an empirical base served as qualitative and quantitative research conducted by ITS data on company&#39;s advertising budget , the agency received Adindex, ratings Interbrand, expert interviews , a sociological survey of the target audience of CTC .</p><p>Hypothesis of the study .</p><p>1. Greater the advertising budget of the company , the higher the value of the brand .</p><p>2 . The more accurately reflects the positioning of the brand advertising , the higher the efficiency and, accordingly , the value of the brand.</p><p>In the first chapter of our work , we summarize the theoretical experience gained in this issue , examined how various researchers estimate the degree of participation in the formation of the brand value of the company and the overall evaluation of the brand value .</p><p>In the second chapter of our study, we examined the effect of various brand assets on its cost estimate model brand leadership as the most effective on the date the modern media market. We also looked at the effect different brand assets value of the brand in terms of calculation methods used by us .</p><p>In the third chapter, we used a variety of empirical evidence and considered the possibility of advertising in changing the value of the brand . This allowed us to draw some conclusions :</p><p>1. Improving technical capacity to contribute to the conclusion of advertising advertising to the next level and closer contact with the consumer ;</p><p>2 . Changing the target audience to the youth requires the establishment of appropriate advertising to maintain brand strength at the appropriate level ;</p><p>3 . Increasing diversity custom advertising medium attracts the attention of consumers ;</p><p>4 . Interactive methods of promotion based on interaction with customers attracted a new audience ;</p><p>5 . Narrower segmentation requires a transition from branding to advertising projects, each of which is focused on your target audience .</p>