• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedFor visually-impairedUser profile (HSE staff only)Search
Advanced search
Menu
HSE University

The Structure and Dynamics of the Moscow and Moscow Region Outdoor Advertising Market

Student: Shkolyarenko Alexander

Supervisor: Sergey Gennadyevich Davydov

Faculty: Faculty of Creative Industries

Educational Programme: Media Management (Master)

Year of Graduation: 2016

This master dissertation is devoted to studying the outdoor advertising media market of the Moscow region. The paper examines the views and opinions of a number of leading Russian experts and practitioners in the field of outdoor advertising. The object of research is the industry of outdoor advertising in Moscow and Moscow region. The subject is the structure and dynamics of economic development of this industry. The actuality of the work is based on the fact that we need to analyze and study urban advertising medium in the retrospective dynamics and forecast prospects as a system closely related to the general state of society and the economy. The attention in the dissertation is mainly concentrated on the role of outdoor advertising as an independent segment of the advertising market as a whole, but not on the information component and its impact on the audience. The purpose of this work is the study and formalization of the basic modern (2012-2016 years) trends on the Moscow outdoor advertising market. Current market trends will shape the face of the Moscow and Moscow region in the next 5 years.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses