The specifics of the regional advertising campaign of the shopping center during the rebranding (based on hypermarket “Daughters and Sons” in the shopping center “Morozovsky”, Tver)

In the article has analyzed the role of advertising during the rebranding Russian hypermarket chain. The specificity of the regional advertising campaign that underlies the rebranding of a major shopping facility, which specializes in selling a wide range of children's goods. Aspects of the impact on the target audience, as well as the subsequent stages of repositioning and restyling. An example of a particular campaign, including creative concept development, production of audiovisual works, preparation of media plan. The estimation of the effectiveness of promotional activities during the period of rebranding commercial facility. Conclusions about the need of competent combination of advertising techniques with new marketing solutions by changing signs advertising the object.