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Integration of Elements and Technologies of Commercial Advertising to Social Advertising

Student: Shutova Elena

Supervisor: Guzella Nikolayshvili

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2016

The diploma paper contains the investigation of a hybrid type of social advertising and commercial advertising with social discourse. The following study includes the analysis of the characteristics of social and commercial market and the prerequisites, advantages and disadvantages of the interaction of two areas of advertising. The author proposes the consideration of the techniques and elements that contribute to the symbiosis of social and commercial advertising and generating successful social projects. Based on the tasks of the study, it had been used the following methodological framework, which included an online survey, the series of expert interviews, the analysis of the secondary data and case study. The results of this research can be applied in the context of improvement of theoretical and methodological aspects of social and commercial relations in the advertising industry.

Full text (added May 12, 2016)

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