Analysis of Memes Marketing as One of Modern Tools in Marketing Communication

Student: Abelevich Alexander

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

This study is devoted to the analysis of memes as a marketing communication tool. In the first chapter the theoretical aspects, functions and characteristics of Internet memes were considered; In the second chapter a survey and a test advertising campaign of "Toledo" electrical appliance store was conducted. As a result, data were obtained regarding the extent to which this tool is able to induce young audiences to action, attract their attention and form a positive attitude towards the brand. Also, the risks associated with the formation of an advertising campaign based on the concept of creolized memes were listed, and recommendations for their minimization were offered. The conclusion shows the main points obtained as a result of the study. The volume of the work was 59 pages (not including appendices).

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