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Specifics of the Advertising Process in Sevastopol

Научные исследования: 
Выпуски: 

 

For citation: Markelov K.V., Ruban R.V. (2019) Spetsifika reklamnogo protsessa v Sevastopole [Specifics of the Advertising Process in Sevastopol]. Mediaskop 1. (in Russian). Available at: http://www.mediascope.ru/2525

DOI: 10.30547/mediascope.1.2019.5

 

© Kyrill V. Markelov
Doctor of Political Science, Professor at the Chair of Journalism, Professor at the Chair of Management, Lomonosov MSU branch in Sevastopol (Sevastopol, Russia), kirillmarkelov@mail.ru

© Veronika R. Ruban
Master Student at the Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), veronika.rubanr@gmail.com

 

Abstract

The present article determines the specifics of the advertising process in Sevastopol and its participants in particular. This topic is relevant due to the slow integration of the regional advertising into reality of the Russian market in light of political and economic forces of 2014.

Structural and functional analysis of activity of the local advertising agencies, determining the role of Sevastopol media in the structure of advertising business, revealing the level of Sevastopol citizens` confidence of advertising allowed us to specify the development trends of advertising process in Sevastopol.

According to expert questionary, the advertising market of Sevastopol declined two-fold in 2014. Advertising agencies have been deprived of footings, have lost their contacts with advertisers. To save the historical look of the city, the Sevastopol Government brought a range of specifications for outdoor advertising which has led to its cost increase. Classical division of advertising agencies into full and specialized ones has been totally invalidated.

Local advertisers refuse to cooperate with the Sevastopol media due to high cost of services and prefer outdoor and Internet advertising.

None of the participants of the advertising process in Sevastopol are interested in advertising efficiency. This has been confirmed by the Sevastopol residents' poll, where 70% are critical of advertising.

The advertising market in Sevastopol is nowadays isolated from the outside world, it has become secluded and backward. It will develop only when there end economic sanctions imposed on the region and high rollers come to the Sevastopol advertising market.

Keywords: advertising process, promotional products, advertising agency, regional advertising, advertising confidence.

 

Notes

Chislennost' naseleniya po polu i vozrastu. Sevastopol' [Population by Gender and Age. Sevastopol]. Available at: http://crimea.gks.ru/wps/wcm/connect/rosstat_ts/crimea/resources (aссessed: 20.05.2018).

O BBB v tsifrakh [On BBB in Figures]. Advertising Firm BBB. Available at: http://firmavvv.ru/page-1.php (aссessed: 05.04.2018).

Ofsetnaya pechat' [Offset Printing]. Advertising production company START. Available at: http://rpk-start.ru/poligrafiya/ofsetnaya-pechat (aссessed: 05.04.2018).

Perechen' naimenovaniy zaregistrirovannykh SMI [List of registered media titles]. Roskomnadzor. Available at: https://rkn.gov.ru/mass-communications/reestr/media (aссessed: 02.05.2018).

Perechen' uslug po sozdaniyu saytov «RMA Sosedi» [The List of Services for Creating Websites "RMA Sosedi". VKontakte. Available at: https://vk.com/doc-82536733_437312064 (aссessed: 05.04.2018).

Prays-list [Price List]. Advertising Firm RINVO. Available at: http://rinvo.biz/prajs-list (aссessed: 05.04.2018).

Prays-list na izgotovlenie i razmeshchenie reklamnykh materialov v efire Sevastopol' FM [Price List for the Production and Placement of Promotional Materials on the Air Sevastopol FM ]. Informatsionnyy telekanal Sevastopolya. Available at: https://ikstv.ru/files/2018/01/Radio_Sevastopol-FM_prajs_2018.pdf (aссessed: 02.05.2018).

Prays-list na razmeshchenie reklamy na telekanale IKS [Price List for Advertising on the ICS Channel]. Informatsionnyy telekanal Sevastopolya. Available at: https://ikstv.ru/files/2018/01/IKS_prajs_2018.pdf (aссessed: 02.05.2018).

Prays-list «Shou na Bis» [Price List "Shou na Bis"]. VKontakte. Available at: https://vk.com/doc-62054766_466767411?dl=2194e425d38f597fbf (aссessed: 05.04.2018).

Prays-list zhurnala «Gorod» [Price List of the Magazine "Gorod"]. Available at: https://vk.com/doc-96249145_437531543 (aссessed: 05.05.2018).

Prays ot veb-studii SeaMessage [Price from Web Studio SeaMessage]. VKontakte. Available at: https://vk.com/doc-88224080_437198639 (aссessed: 05.04.2018).

Prays reklamnogo agentstva «Novoe vremya» [Price Advertising Agency "Novoe vremya"]. VKontakte. Available at: https://vk.com/doc-88314947_419168332?dl=5e4c2a828d1d9f4334 (aссessed: 05.04.2018).

Reklama v SMI [Advertising in the Media]. Advertising Agency Impuls. Available at:

http://im-puls.ru/files/reklama_v_smi.pdf (aссessed: 05.04.2018).

Reklamnaya firma AZ [Advertising Firm AZ]. Available at: http://azreklama.blogspot.com/p/contrary-to-popular-belief.html (aссessed: 05.04.2018).

Reklamnoe agentstvo «Aktsent» [Advertising Agency «Aktsent» ]. Advertising Agency "Aktsent". Available at: https://vk.com/market-91314366 (aссessed: 05.04.2018).

Reklama v gazette [Advertising in the Newspaper]. Sevastopol'skaya gazeta. Available at: https://drive.google.com/file/d/0B6OJlByokhBfRzkzeXNsa0JHVFlSRW80Q2stc3FPbjNfSS1J/view (aссessed: 02.05.2018).

Reklamnoe agentstvo «Naruzhnaya reklama» [Advertising Agency "Naruzhnaya Reklama"]. Available at: https://naruzhnaja-reklama-simfer.ru/ (aссessed: 05.04.2018).

Reklamodatelyam NTS [NTS Advertisers]. Nezavisimoe televidenie Sevastopolya. Available at: http://nts-tv.com/28716/ (aссessed: 02.05.2018).

Reklamnye agentstva v Sevastopole [Advertising Agencies in Sevastopol]. Libra.onlayn spravochnik. Available at:
https://librasevastopol.ru/?s_cat=138 (a
ссessed: 03.03.2016).

Tekhnicheskie trebovaniya zhurnala «Sobaka» [Technical Requirements of the Magazine "Sobaka"]. Available at: http://www.sobaka.ru/uploads/pdf/TEXTREB-SOBAKA_NEW.pdf (aссessed: 05.05.2018).

Teleizmereniya v real'nom vremeni [Telemetry in Real Time]. Research company MediaHills. Available at: https://mediahills.ru/ (aссessed: 15.05.2018).

TOP-20 samykh tsitiruemykh SMI Krymskoy respubliki i goroda Sevastopolya − 2017 god [Top 20 Most Cited Media of the Crimean Republic and the City of Sevastopol – 2017]. Medialogiya. Available at: http://www.mlg.ru/ratings/media/regional/5813/ (aссessed: 05.05.2018).

Tovary i uslugi ZigZag [Products and Services ZigZag]. Advertising Production Company ZigZag. Available at: http://print-print.zakupka.com/ (aссessed: 05.04.2018).

Tseny na uslugi reklamnogo agentstva «MOREMEDIA» [Prices for the Services of the Advertising Agency "MOREMEDIA"]. Full Cycle Advertising Agency MOREMEDIA. Available at: https://moremedia.center/ceny/ (aссessed: 05.04.2018).

 

References

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Shepilova G.G., Zhukov D.V. (2017) Televidenie v Sevastopole: regional'naya spetsifika [Television in Sevastopol: Regional Specificity]. MediaAlmanah 2: 22−29.

Vartanova E.L. (2015) O sovremennykh media i zhurnalistike. Zametki issledovatelya [On Modern Media and Journalism. Researcher's Notes]. Moscow: MediaMir Publ.

Zhukov D.V., Shepilova G.G. (eds.) (2018) SMI Kryma i Sevastopolya v mediasisteme Rossii: sbornik statey [The Media of Crimea and Sevastopol in the Russian Media System: Collected Papers]. Moscow: MediaMir Publ.