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Communicative Features of Promotion Start-ups in the Internet

Student: Olga Kniaginina

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

The author in this study attempted to identify trends and patterns that define the success of startup projects in the current market environment. Startups have a stimulative effect on the economy as a whole bringing to market an innovative product. However, an incorrectly structured communication policy handicaps the development of startups and the sustainable growth of parameters. Therefore, a clear understanding of the selection and use of communication tools becomes more vital. The author conducted empirical research that demonstrated the importance of a competent communication policy within the organization of a startup online. This is due to the fact that Internet users as a target audience have features that should be considered while promoting of startup projects. As a solution the author developed a model of communication promotion which takes into account the promotion of startup projects on the Internet. Keywords: startup, business, innovation, promotion, communication, marketing, communication strategy, communication tools, Internet.

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