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The Impact of Digital Advertising Tools on Growth and Effectiveness of Leading Automobile Manufacturers

Student: Samoylov Andrey

Supervisor: Nataliya Stanislavovna Karpova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2019

This thesis is dedicated to studying the impact of using digital tools of advertising on the growh and effectiveness of leading automobile companies. The purpose of this work is to study the tools of digital advertising, employed in leading automobile companies and its preconditions, using the examples of Toyota and Volkswagen. The main conclusion of this research is that digital advertising serves as an instrument of reducing expenditures on advertising while increasing its effectiveness, and that is reflected in the growth of key indicators that are used in assessing the effectiveness of advertising campaigns in the industry The greatest effect of using digital advertising can be achieved by combining it with traditional advertising in such proportions that would reflect the company's objectives, its clients` preferences and the importance of shifting to promising digital tools.

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