Abstract: Cross-promo is becoming more and more popular among companies in the Russian market. Both representatives of large businesses and medium-sized companies resort to this marketing mechanics. The article discusses in detail the theoretical aspects and reasons for the growing popularity of cross-promo, analyzes the important nuances that companies face when conducting this type of activity, and the main mechanics of this type of partner campaigns, and also provides recommendations for organizing an effective cross-promo. The subject of the study is cross-promo, and the object is the growing popularity of this mechanics among companies in the Russian market. The purpose of the work is to systematize the varieties of cross-promo. The result of this study is a detailed description of various types of cross-promos and the formulation of recommendations for the successful conduct of promotions. Cross-promo formats such as sampling, organization of joint events, joint advertising campaigns, organization of recommendation cross-promo, joint promotions and contests, implementation of partner programs and loyalty programs, joint creation of products are considered in detail. The uniqueness of the article consists in identifying the factors that determine the achievement of the planned indicators for this type of promotions. Recommendations are given on the choice of partners for cross-promo and the formation of promotional offers attractive to the target audience.

Abstract: The article briefly examines the history of the conflict in Nagorno-Karabakh and the prerequisites for the riots that took place in Moscow in July 2020. The paper presents the results of an anonymous sociological survey conducted immediately after the events in question in two regions of the Russian Federation (Moscow and the Voronezh Region). These regions were chosen based on the fact that one of them is directly the place of events (the city of Moscow), and the second is part of the Central Federal District (CFD) (Voronezh Region). The data obtained in the two regions do not differ dramatically. The purpose of the article is to identify the attitude of the Russian population to the riots that occurred on a national basis in Moscow, as well as how the population of various regions of Russia paid attention to the true cause of the riots. The survey showed that the majority of interviewees knew about the riots, but from 18% to 37% of respondents could not name the true cause of the riots. The development of further mass riots on the territory of Russia as a result of the aggravation of the Nagorno-Karabakh conflict was avoided thanks to the prompt intervention of the power structures of the Russian Federation and the holding of meetings of representatives of power structures with official representatives of Azerbaijan and Armenia, as well as with the leadership of the Azerbaijani and Armenian diasporas in Russia.

Abstract: At the present time, the states dedicate more attention to the capabilities of “soft power” in foreign policy. Namely this, increases the relevance of establishment of a positive image of Russia in the international arena. This article examines the capabilities of “soft power” and its key components. The main attention is given to the image of the state as the core element of “soft power”. The work also analyzes the methods of adjusting the formed image of the country and significant aspects that must be considered in this regard. The object of this research is the concept of “soft power”, while the subject is the image of the state as the key component of “soft power”. Methodological foundation contains the comparative analysis, induction and deduction, as well as other general scientific methods. The scientific novelty consists in suggesting the relevant methods of adjusting the image of Russia that lean on the theoretical basis of the “soft power” concept. An attempt is made to determine the most efficient ways of advancing the Russian “soft power”. The author concludes that the key aspect of the image optimization can become the promotion of the cultural-humanitarian image of Russia, as well as an essential role is played by application of the mechanism of national branding and constant monitoring of the current status of Russia’s image.

Abstract: The article is devoted to the humanitarian side of Russia’s image in Europe. The author emphasizes the cultural, scientific, and educational cooperation between Russia and the EU which not only has particular results, but is also the example of Russia’s “soft power” promotion. The article considers the examples of this cooperation and defines its main advantages. Special attention is paid to the explanation of the importance of cooperation with the European countries in this sphere. The research object is the image of Russia in the EU; the research subject is its humanitarian side. The research methodology is based on the comparative analysis and observation, and the methods of induction and deduction. The author considers the importance of the nation branding mechanism in the image policy of Russia. Moreover, the scientific novelty of the study lies in the attempt to divide the European population into various groups according to the criteria of loyalty towards Russia. The author emphasizes the importance of sociological and marketing research of the audience for increasing the cooperation effectiveness. 

Abstract: The article analyzes international conditions that influence the image of Russia, and sheds light on the psychological mechanisms of its perception in the EU. Attention is focused on the analysis of objective and subjective factors of constructive and negative perception of Russia and its leader. The author examines status conflicts, as well as the methods and tools for purposeful misrepresentation of Russia's image in Europe. Aside this, the author provides examples of studies of Russia's image by European scientists. The author focuses attention on the influence of the image of a political leader in the formation of the image of a state. The methodological basis of this study includes analysis, synthesis, induction, deduction, observation. Aside from that, the author employs the interdisciplinary approach. The novelty of this work is based on a detailed examination of the influence of psychological mechanisms on the perception of the image of a state on the background of globalization. The author reaches the conclusion that a negative image may be the result of not only objective factors, but subjectove factors, as well.