Abstract
The concepts of mental, symbolic, analytical modeling of the development of advertising messages are considered. The features of the process of developing an advertising message are revealed. The approach of discrete process of advertising message creation in digital marketing is considered. The conjunctive–disjunctive model of expression of attributes of goods in the advertising message is offered. The process of modeling the image of a multiattributive product with the help of algebraic substitutions is considered. The authors developed two types of models to create benefits consumers in the advertising message and expressed in ad attributes.
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