АДАПТОВАНИЙ МЕТОД ПОБУДОВИ МАРКЕТИНГОВИХ РЕКЛАМНИХ КАМПАНІЙ ПРОСУВАННЯ ТОВАРІВ НА ОНЛАЙН-РИНКУ

Abstract

The article is devoted to the consideration of advertising campaigns in the context of product promotion on the online market. The definitions of the concepts «advertising», «advertising campaign», «online advertising» are given. The difference between offline and online advertising is emphasized, the model of factors that influence the construction of advertising campaigns in an online environment and the model of perception of behavioral advertising on the Internet is considered. Attention is focused on factors that affect exclusively online advertising campaigns, including: Internet usage behavior (surfing hours, Internet usage period, Internet usage variety, e-mail activity) and secondary factors (online product information requests, registration to get e-mail information, online shopping purchases, etc.). It is demonstrated that the awareness and knowledge of consumers about advertising directly affect their attitude to advertising and the formation of their further behavior in relation to advertised products or services. Existing technologies for building advertising campaigns developed by different authors are outlined. The versatility of the presented technologies is emphasized, since there is no single pattern. Examples of failed online advertising campaigns that were carried out in 2017-2018 are given (companies such as: H&M, McDonald's, Heineken, Dove, MasterCard). The most common mistakes in the preparation of advertising messages are considered, in particular: «strategies of giants», «sales on the forehead», «overload of information», «value, not goods», «product first», «offer», «one offer», «contacts». The essence of these errors is underlined and variants of their correction are given. The problems in the existing methodology of construction of advertising campaigns are confirmed. An assumption is made about what can create errors in the formation of modern advertising messages. An adapted method of building advertising campaigns on the Internet is offered. The added stages are detailed at the level of stage goals and ways to achieve stage goals.