Abstract
The article discusses the relevance and importance of creating innovative technologies that use retail and entertainment establishments to attract attention to existing goods or services. The introduction of innovative technologies into advertising activities at an enterprise makes it possible to increase the level of advertising efficiency and create more effective and targeted advertising messages aimed at consumers; differentiate companies from competitors; create advertising that evokes positive emotions in potential consumers and promotes loyalty to the enterprise; expand opportunities for interaction with the audience on social networks, instant messengers, virtual reality, etc. The rationale for the theoretical basis for creating innovative content of modern advertising technologies and improving innovative advertising activities in shopping and entertainment establishments is given. An analysis of the impact of new technologies on advertising in retail establishments is presented. Changes in consumer behavior due to the rapid growth of digital technologies and the Internet are analyzed, which, in turn, influenced the use of media technologies in online and offline environments.
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