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The Theoretical Aspects of Advertising Campaigns on the Internet
Khaustov M. M.

Khaustov, Mykyta M. (2019) “The Theoretical Aspects of Advertising Campaigns on the Internet.” Business Inform 7:350–361.
https://doi.org/10.32983/2222-4459-2019-7-350-361

Section: Management and Marketing

UDC 659.1

Abstract:
The article is concerned with researching of the theoretical aspects of advertising campaigns on the Internet. The definitions of the essence of the concept of «advertising» in the legislation and works of scientists are analyzed. The functions of advertising are defined. The kinds and types of advertising are considered. It is specified that at the present stage advertising is closely related to advertising campaigns and is viewed as their component. The definitions of essence of the concept of «advertising campaign» in the works of scientists are analyzed. The evolution of advertising campaign goals is considered. A classification of types of advertising campaigns is analyzed. A general structural-functional model of an advertising campaign is presented. It is proved that the Internet is still growing in popularity for advertising campaigns. The essence and features of advertising on the Internet are analyzed. The dynamics of the development of the Internet advertising market in Ukraine are considered. It is proved that the development of the Internet advertising market in Ukraine reflects global trends and shows stable and positive dynamics. The features of the most common kinds and types of advertising on the Internet are analyzed. It is determined that the choice of the advertising campaign model and the kind of advertising on the Internet depends on the marketing strategy of a company and, accordingly, on the goals of advertising campaign, the targeted product, and the target audience.

Keywords: advertising, advertising campaign, Internet, advertising on the Internet, essence, kinds, types, functions, advertising campaign model, target audience.

Fig.: 4. Tabl.: 8. Bibl.: 30.

Khaustov Mykyta M. – Junior Researcher, Department of Industrial Policy and Energy Security, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]

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