This article discusses the need for the development of new technologies to promote educational establishments in an increasingly competitive environment. The effectiveness of the use of product placement technology as a means university promotion is analyzed in this article. The features of this technology and examples of its use are described. The article also examines the current state of the product placement market in Russia. The study of the theoretical aspects of the problem makes it possible to conclude that product placement technology can be used as an effective means of promoting a university, since it can attract a sufficiently large audience at a low cost. The advantages of using this technology in the modern conditions of the education market, in comparison with TV advertising, are noted. The main proposals on the use of product placement technology as a means of promoting the university have been formulated.
Key words: product placement, promotion, university, educational marketing, marketing complex, sociological research.
СтояновCitation link: Stoyanov A.S. Product-placement as a means of university promotion // Humanities researches of the Central Russia. – 2023. – №3. – P. 77-87.
DOI: 10.24412/2541-9056-2023-328-77-87