Online-Media as the Subject of Market for Marketing and Communication Services

Abstract for master's thesisOnline-Media as the Subject of Market for Marketing and Communication ServicesFaculty of Media Communications: Media ManagementMakarova Ekaterina AndreevnaThe dissertation is devoted to the problem of marketing and communication services’ development, online-media as a subject of market and identifying possible trends of its development.Actuality of the study is determined by the widespread using the Internet, as well as the currently popular way of doing business in the Global Network area.The key concepts of the study are: marketing communications, which represent the process of transferring information in various ways to promote products and services, online-media as the place for marketing communications, as well as there is a detailed description of the media advertising market and its subjects’ structure.The dissertation is based on the works of J. Burnett and S. Moriarty, which are devoted to the study of marketing communications; D. Schultz, S.I. Tannenbaum, R.F. Lauterborn, Kitchen P.J., Pelsmacker P. and Percy L. who analyze integrated marketing communications; F. Kotler and S.V. Veselov, the founders of the market theory; as well as the number of works of Russian experts in the field of media marketing and the Internet: Vigovskaya E., Nazarov M., Firsova T., Nazaykin A., Kolomiec V., and others.The object of the study is online-media, the subject is online-media operation in the market of marketing and communication services.The aim is to research current state of marketing and communication services in online-media and identify the potential prospects.To achieve the designated goal some tasks to be solved by defining the key concepts and its characteristics, defining the content of network resources Metronews.ru, KP.ru, BFM.ru, Tvrain.ru, analyzing commercial offers for advertisers, realized marketing communications projects on websites, statistical data and analysis.In this paper theoretical method – analysis of marketing communications and online-journalism as a phenomena and their possible collaboration on the basis of researches, and empirical method - sociological and statistics researches, analysis of documents, study cases and expert estimates - have been applied. The study included peculiarities of marketing and communication services, classification of its main directions, its purpose and applicability in practice. In addition major and minor subjects of advertising market, the existing schemes of their interaction with the evaluation of pros and cons were considered.A new scheme of media advertising market was developed. It contains now a new subject - automated advertising system, which include the companies and platforms simplifying the process of interaction between advertisers and media channels. In addition, marketing and communication services online-segments were classified by types applicable directly to the online-media.Consequently it was found that each network resource has its own approach to realized the advertising campaigns. It is due to the media positioning and thematic orientation, which is guided by such criteria as preservation of image, attraction more advertisers or creation a permanent audience core - they have different views on how to use the tools of marketing communications.There were also identified trends of market for marketing and communication services.Due to achieved results we can confidently say that the market for marketing and communication services in the Internet and directly in online-media is modified and actively developed under influence of contemporary realities.