Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research
A review of Russian studies, which are devoted to the study of the content and structural features of advertising special projects, is made. This phenomenon is at the intersection of multimedia journalism, digital marketing and Public Relations. It has not yet received a clear definition and does no...
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| Format: | Article |
| Language: | Russian |
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Tsentr nauchnykh i obrazovatelnykh proektov
2022-10-01
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| Series: | Научный диалог |
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| Online Access: | https://www.nauka-dialog.ru/jour/article/view/4086 |
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| _version_ | 1839585124755177472 |
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| author | K. A. Boldina |
| author_facet | K. A. Boldina |
| author_sort | K. A. Boldina |
| collection | DOAJ |
| description | A review of Russian studies, which are devoted to the study of the content and structural features of advertising special projects, is made. This phenomenon is at the intersection of multimedia journalism, digital marketing and Public Relations. It has not yet received a clear definition and does not have a strict classification due to the dynamic development within the last decade (since the first examples of special projects appeared in 2012). At the same time, special projects can be called one of the permanent areas of the editorial offices work of modern Russian online media. Creating special projects for brands allows the media to maintain self-sufficiency by providing a creative and most effective advertising service. An overview of the Russian scientists’ opinion on the distinctive characteristics of the special project from other journalistic materials is included in the article. It contains options for interpreting the definition of “advertising special project” and options for the kinds and types of the phenomenon. It is concluded that researchers attribute special projects to non-standard media materials, note their integrative nature, attraction to multimedia and the mandatory presence of marketing goals. |
| format | Article |
| id | doaj-art-1000bd2ee4fb488b93b60c4206b07ce2 |
| institution | Matheson Library |
| issn | 2225-756X 2227-1295 |
| language | Russian |
| publishDate | 2022-10-01 |
| publisher | Tsentr nauchnykh i obrazovatelnykh proektov |
| record_format | Article |
| series | Научный диалог |
| spelling | doaj-art-1000bd2ee4fb488b93b60c4206b07ce22025-08-03T19:36:36ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952022-10-0111814016510.24224/2227-1295-2022-11-8-140-1652299Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian ResearchK. A. Boldina0National Research Lobachevsky State University of Nizhny NovgorodA review of Russian studies, which are devoted to the study of the content and structural features of advertising special projects, is made. This phenomenon is at the intersection of multimedia journalism, digital marketing and Public Relations. It has not yet received a clear definition and does not have a strict classification due to the dynamic development within the last decade (since the first examples of special projects appeared in 2012). At the same time, special projects can be called one of the permanent areas of the editorial offices work of modern Russian online media. Creating special projects for brands allows the media to maintain self-sufficiency by providing a creative and most effective advertising service. An overview of the Russian scientists’ opinion on the distinctive characteristics of the special project from other journalistic materials is included in the article. It contains options for interpreting the definition of “advertising special project” and options for the kinds and types of the phenomenon. It is concluded that researchers attribute special projects to non-standard media materials, note their integrative nature, attraction to multimedia and the mandatory presence of marketing goals.https://www.nauka-dialog.ru/jour/article/view/4086online mediaonline publicationsadvertising special projectmedia formatsnew mediamedia monetization |
| spellingShingle | K. A. Boldina Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research Научный диалог online media online publications advertising special project media formats new media media monetization |
| title | Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research |
| title_full | Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research |
| title_fullStr | Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research |
| title_full_unstemmed | Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research |
| title_short | Advertising Special Project in Online Media: Characteristics of Phenomenon in Russian Research |
| title_sort | advertising special project in online media characteristics of phenomenon in russian research |
| topic | online media online publications advertising special project media formats new media media monetization |
| url | https://www.nauka-dialog.ru/jour/article/view/4086 |
| work_keys_str_mv | AT kaboldina advertisingspecialprojectinonlinemediacharacteristicsofphenomenoninrussianresearch |