Trends and Prospects of Development of the Advertising-Communication Market of Ukraine
Journal Title: Бізнес Інформ - Year 2015, Vol 4, Issue 0
Abstract
The article is aimed at studying the development of advertising-communication market of Ukraine and assessment of its current status. Relevance of the chosen theme results from the special role of advertising activity and the underlying communication process in conditions of financial-economic crisis and stagnation in commodity markets. The status and development trends of the advertising-communication market is important because they, on the one hand, reflect the level of development of production and market, and on the other hand, constitute as a factor stimulating for the further improvement of production and market. During the analysis, systematization and generalization of scientific and practical works of numerous scientists, regularities and tendencies in the development of advertising-communication market of Ukraine have been disclosed, also nature of changing its structure has been researched. As result of the study has been found that, under difficult economic conditions, the priority channels of advertising communications will be television and Internet advertising. Despite the overall decline in the advertising market volume, the Internet as advertising-communication channel, will continue to gain momentum due to flexibility, interactivity and targeting to the destination groups. Non-media advertising communications still did not receive widespread use, primarily due to the lack of available funds for their development. Priority direction for further research is to study the effect of different types of marketing communications on the consumer behavior and the possibilities to increase effectiveness of their application in current economic conditions.
Authors and Affiliations
Tetyana Glushchenko, Victoriya Dobryanska
Keywords
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