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The Techniques for Attracting Viewer Attention in Advertising
Kuchina S. E., Kitchenko O. M., Biloshkurenko N. G.

Kuchina, Svitlana E., Kitchenko, Olena M., and Biloshkurenko, Nataliia G. (2020) “The Techniques for Attracting Viewer Attention in Advertising.” Business Inform 5:523–531.
https://doi.org/10.32983/2222-4459-2020-5-523-531

Section: Management and Marketing

UDC 339.1:659.1

Abstract:
The currently established situation in the Ukrainian media market suggests a conclusion that no accurate forecasts can be made as to the development of certain directions in the production of advertising, use of which would ensure winning the attention of the consumer. Therefore, there is a need to find ways to attract the attention of consumers to advertising materials. The purpose of the article is to identify ways to attract the attention of consumers to video advertising. Achieving this goal necessitated finding solutions to the following tasks: identifying sources of new ideas; analyzing the basic elements of a quality video advertising; research on human emotions; consideration of the main modern technologies used in the production of video advertising. The use of efficient advertising instruments in order to attract the consumer is possible only after a full understanding of the prospects and specifics of the development of the local advertising market. The publication examines the main tendencies and results of the work of the Ukrainian media market. The main prospects for its further development are analyzed. Certain algorithms to find new ideas for advertising messages are determined: from selecting certain available techniques to using relatively new concepts such as social media. The basic elements that can form a high-quality video content are analyzed. The emphasis is placed on the fact that human emotions are, in terms of the efficiency of advertising, one of the most interesting and complex parts of the process of its creation. The authors review the main modern technologies that are used in the creation of commercials nowadays. Their pros and cons are identified. It is determined that emotional storytelling will become more popular with regard to capturing the attention of the consumer.

Keywords: advertising, communications, social networks, modern media, storytelling, humor in advertising.

Tabl.: 3. Bibl.: 23.

Kuchina Svitlana E. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Kitchenko Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Biloshkurenko Nataliia G. – Master, Department of Economics and Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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