The Theoretical Aspects of Advertising Campaigns on the Internet
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 adve...
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2019-07-01
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Online Access: | http://www.business-inform.net/export_pdf/business-inform-2019-7_0-pages-350_361.pdf |
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doaj-59832ceadf054efaa2b23ebb3057effe2020-11-25T01:06:36ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2019-07-01749835036110.32983/2222-4459-2019-7-350-361The Theoretical Aspects of Advertising Campaigns on the InternetKhaustov Mykyta M. 0Simon Kuznets Kharkiv National University of EconomicsThe 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.http://www.business-inform.net/export_pdf/business-inform-2019-7_0-pages-350_361.pdfadvertisingadvertising campaignInternetadvertising on the Internetessencekindstypesfunctionsadvertising campaign modeltarget audience |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Khaustov Mykyta M. |
spellingShingle |
Khaustov Mykyta M. The Theoretical Aspects of Advertising Campaigns on the Internet Bìznes Inform advertising advertising campaign Internet advertising on the Internet essence kinds types functions advertising campaign model target audience |
author_facet |
Khaustov Mykyta M. |
author_sort |
Khaustov Mykyta M. |
title |
The Theoretical Aspects of Advertising Campaigns on the Internet |
title_short |
The Theoretical Aspects of Advertising Campaigns on the Internet |
title_full |
The Theoretical Aspects of Advertising Campaigns on the Internet |
title_fullStr |
The Theoretical Aspects of Advertising Campaigns on the Internet |
title_full_unstemmed |
The Theoretical Aspects of Advertising Campaigns on the Internet |
title_sort |
theoretical aspects of advertising campaigns on the internet |
publisher |
Research Centre of Industrial Problems of Development of NAS of Ukraine |
series |
Bìznes Inform |
issn |
2222-4459 2311-116X |
publishDate |
2019-07-01 |
description |
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. |
topic |
advertising advertising campaign Internet advertising on the Internet essence kinds types functions advertising campaign model target audience |
url |
http://www.business-inform.net/export_pdf/business-inform-2019-7_0-pages-350_361.pdf |
work_keys_str_mv |
AT khaustovmykytam thetheoreticalaspectsofadvertisingcampaignsontheinternet AT khaustovmykytam theoreticalaspectsofadvertisingcampaignsontheinternet |
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