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This article analyzes the issue of motivating parents upon making decision about selection of supplemental education in the light of importance of propaganda of engineering specialization as a factor of state competitiveness. This work is aimed at revealing promotional methods of motivating parents to select educational robotics as supplemental education for a child. The experimental methods are comprised of comparative analysis of approaches by child’s robotics studios to promotion of engineering specialization among target audience and sociological survey among parents interested in educational robotics as a kind of child’s engineering creativity. It has been revealed that most respondents are not aware of robotics as a program of supplemental education and of its global demand not at the game level. While searching for objects of comparative analysis, it has been revealed that numerous institutions of supplemental education are not inclined to implement robotics as an analog of engineering specialization into educational program not only due to expensive equipment but, first of all, due to unavailability of required specialists for arrangement of such child’s engineering creativity. As a consequence of the comparative analysis of approaches to attraction of target audience, it has been revealed that numerous studios of R&amp;D creativity pay insufficient attention to advertising of their companies due to moderate budget. On the basis of the experimental results, recommendations have been developed on organization of motivating communication campaign for studios of educational robotics with consideration for psychological and behavioral characteristics using available advertising tools.

Orientation of Target Audience to Selection of Engineering Specialization in Institutions of Supplemental Education