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Analysis of the Impact of Online Advertising on the Brand Image on the Example of the Russian Pizza Delivery Market

Student: Anastasiia Generalova

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

According to the study conducted by PwC and IAB Russia, the volume of online advertising is growing and will continue to grow in the nearest future. The rate of this growth is ahead of the advertising market as a whole. The paper presents an analysis of the impact of online advertising on the brand image on the example of the Russian pizza delivery of the four largest representatives. According to the RBC study, the customers of this market make the final decision to purchase, in most cases, based on information on the Internet. In the study, the hypotheses about the influence of the advertising campaigns on the Internet on indicators of image brand was tested, including knowledge without reminders, recognition for branding, NPS, willingness to buy and overall rating of the brand. On the basis of the results, practical recommendations on advertising on the Internet were given to market players, including the frequency of display, the type of content and the type of placement sites.

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