RUSSIAN ADVERTISING MARKET: STATE, STRUCTURE, TRENDS AND DEVELOPMENT PROSPECTS

РОССИЙСКИЙ РЫНОК РЕКЛАМЫ: СОСТОЯНИЕ, СТРУКТУРА, ТЕНДЕНЦИИ И ПЕРСПЕКТИВЫ РАЗВИТИЯ

Gorokhova Polina (Горохова П.А.)
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Gorokhova Polina (Горохова П.А.): St.Petersburg State Technological Institute

State and Municipal Management Scholar Notes, 2020, vol. 1, 297-302

Abstract: The functions of the advertising market - integrating, informational, stimulating, socio-cultural - predetermine its role in the national economy. The Russian advertising market, being an organic part of the global advertising industry, is influenced by global trends. The study allowed us to establish the presence of a significant unrealized potential of the Russian advertising market. The analysis of the series of dynamics and the correlation analysis of the advertising market in Russia revealed the costs of advertising by means of its distribution, characterized by strong and weak connections. The study also revealed that the Russian advertising market is characterized by deep transformational trends.

Keywords: market of advertizing; advertizing market development trend; Internet advertizing; consumers of advertizing; studying of public opinion; information function; advertizing distributors; advertisers; research of the advertizing market (search for similar items in EconPapers)
Date: 2020
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