The appointment of non traditional promotional activities on the modern digital-market of Russia and prospects of its development

Student: Ivanova Ekaterina

Supervisor: Sergey Vyacheslavovich Veselov

Educational Programme: Master

Year of Graduation: 2014

In the dissertation "The appointment of non traditional promotional activities on the modern digital-market of Russia and prospects of its development” the author examines digital as a scope within the capabilities for advertisers.The purpose of this research is to determine the appointment of non traditional promotional activities and advertising itself on digital-market system of marketing communications in Russia. To achieve the goal author set the following tasks:•To study the concepts of «digital» and "advertising digital», defining features and characteristics of advertising in digital.•To analyze approaches to the study of non traditional activities in digital, including the classification advertising activities in digital, studying the specific functioning of the Russian segment of digital, studying of factors influencing the choice of digital-activities among marketing communications.•To study the concepts of traditional and non traditional promotional activities in digital and analysis of the factors influencing the use of non traditional promotional activities in digital.•To examine the dependence between certain categories of advertisers and their use of non traditional promotional activities in digital.•To hold qualitative assessment of the use of non traditional advertising in digital.To implement the tasks author considered the articles of Russian and foreign experts on the topics: advertising and promotional activities in  digital (Leontiev , 2012), (Firsov, 2013), (Virin , 2012), (Pepper, 2000), (Wertheim , Fenwick, 2010); classification of promotional activities in digital (Korobeinikova, 2011), (Harrison, 2013), (Milton, Shipley 2012); moreover, the information on the use of nontraditional promotional activities in Russia were collected (120 advertisers who operate on the Russian market), regression analysis was conducted. Furthermore, an expert survey with the advertisers and advertising agencies was performed.As a part of the study, the author concluded that some nontraditional promotional activities in digital became a must on the market (eg, website). But there is a kind of promotion, the use of which depends on the category of the advertiser, for example, use of the account on VKontakte and mobile applicationsDuring the work the author has noted that advertising and promotion sphere in Russia has a weak examination. However non traditional promotional activities in digital have become for them a unique tool to communicate with the audience. The author suggests that in the near future digital sector will grow rapidly: in the emergence of new forms of promotional activities and in the changing the existed.Thus, the author argues about the relevance of this master’s dissertation and considers it is necessary to further research of the non traditional promotional activities on digital-market in Russia.

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