Marketplaces Promotion Features and Analyzing the Perception of Their Video Advertising by Consumers

Master's thesis is devoted to the study of different aspects of the perception of commercials at the conscious and subconscious levels of perception. The aim of this work was to analyze the perception of commercials of marketplaces using neuroinstruments and traditional research methods. The thesis consists of three chapters. The first chapter is devoted to the theoretical aspects of the creation of commercials and methods of promotion of the marketplace. The first chapter also operationalized the basic concepts related to video advertising and marketplaces, defined the place of video advertising in the system of communications with the consumer, considered the aspects of advertising impact on consumers, as well as the peculiarities of the development of marketplaces. Based on the reviewed literature, four hypotheses were formulated, which were further tested in an empirical study. The second chapter reviews current trends in the development of marketplace in the Russian Federation, and reviews the evolution of video advertising marketplaces Ozon, Aliexpress, Lamoda and Joom. The third chapter included an empirical study consisting of three stages. In the first stage, expert interviews were conducted to obtain insights from the marketplaces' marketers, as well as in-depth interviews with the platforms' users. In the second stage, we analyzed the results of a neurostudy, which was conducted at Neurotrend's research laboratory. In the third step, we conducted a formalized survey designed to confirm or refute the results of the neuroexperiment. Next, we compared the data obtained in the second and third stages of the study to identify similarities and differences between subconscious and conscious evaluation of commercials. The theoretical significance of the research thesis lies in the identification of patterns and differences between the results of conscious and subconscious evaluations of commercials collected in the research part of the work, as well as testing a number of hypotheses designed to clarify some general and private aspects of respondents' perception of commercials at the conscious and subconscious levels. The practical significance of this work lies in the development of recommendations to increase the effectiveness of the commercials of the marketplaces participating in the study. These recommendations can be used by brands in practice to develop the following commercials and advertising campaigns.