Інноваційні технології в рекламі

Abstract

The article considers innovative advertising technologies from the point of view of their functionality and distribution in advertising practice. It is noted that traditional forms of advertising have ceased to perform the functions assigned to them, and therefore need to be updated. Advertising placed on traditional advertising media is hard to surprise a potential consumer today, and sometimes it is impossible. The study conducted an overview and analysis of innovation in the field of advertising. The article considers the theoretical basis of the concept of innovative marketing and marketing of innovations.It is determined that innovative marketing in advertising acts as a marketing activity aimed at developing, implementing and dis seminating innovations that will enable companies to increase their competitiveness, profitability, and also to form and improve sales efficiency. Also, the criteria for assessing the implementation of innovations separately. The article deals with typical problems in the process of developing innovation s in advertising, the role and objectives of marketing in the innovation process. The problem of traditional advertising methods of influence on the end user is considered. Examples of modern developments in the field of the latest innovative technologies used in the system of marketing communications are given. The expediency of using innovative technologies for modernization of traditional advertising media is indicated. The article analyzes the actual aspects of the development and implementation of innovative technologies that influence the implementation of promotional activities when the company enters the international market. It is concluded that for the enterprises of Ukraine, realization of the latest ideas and the structure of the correct marketing strategies sh ould be the priority tasks for achieving commercial success in national markets. The purpose of the article is the research and practical application of innovative technologies in the field of marketing communications.