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Role and Place of Native Advertising in Modern Media

Student: Gushchina Ekaterina

Supervisor: Yulia Chernenko

Faculty: Faculty of Creative Industries

Educational Programme: Media Management (Master)

Year of Graduation: 2018

The present research is devoted to the study of theoretical and practical aspects of native advertising, the identification of its strengths and weaknesses. This research includes theoretical part with the concept of "native advertising", its history, species and specificity is studied. Also the current state of the Russian Internet advertising market is analyzed, its features are examined, as well as advertising cases of Russian media companies. With the interviews of our experts and conducted research, conclusions were drawn about certain patterns in the placement of native advertising. The results can serve as a basis for further studies for media companies in analyzing the difficulties of using native advertising.

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