Analysis of the Main Promotion Tools of the Media Project in the Internet on the Example of Promotion Tools of «TheQuestion» in Order to Develop Recommendations for Their Improvement

According to the research carried out by Russian Marketing Association, the level of marketing strategy applicable by mediacompanies is still at its lowest level. Along with this, the sphere of Internet promotion is growing at a high pace and is one of the most dynamic and promising directions for improvement. The high degree of mediamarket’s specifity leads to the necessity of developing the special Internet promotion toolkit. This thesis states the aim of development of the set of recomendations for overall improvement of innovative mediaproject’s «TheQuestion» digital promotion strategy. Secondary goal is the overall analysis of the project’s current marketing strategy and development of generalized digital promotion tool complex based on the secondary information research. The methodology of this research is based on three main tools: in-depth experts’ interviews, Internet survey and an internal survey of the company’s employees aimed at analyzing the current promotion strategy and gaps’ identification. The thesis consists of three main chapters, introduction, conclusion and applications. In the first chapter the generalized typology of Internet promotion tools is proposed. The second part describes overall analysis of the digital promotion complex of «TheQuestion». The third chapter is concentrated on recommendations formulated on the basis of the previous analysis. This research can serve as a source for further analysis of digital promotion in the mediamarket in conditions of internetization and convergence. The proposed adjustments to the promotion toolkit of «TheQuestion» can serve as a basis for further readership expansion, leading to the general increase of company’s value.