Innovative channels and forms of organization of advertising communication in the publishing business

Abstract

The article analyzes innovations in the field of advertising, acceptable for use in advertising purposes by publishers, bookstores and libraries. In particular, the specifics of using non-traditional channels, as well as creative approaches in advertising communication, sometimes to long-known, to some extent standard solutions (scribing, newsjacking, guerrilla and viral advertising, etc.) as low-cost means of promoting publishing products and services. The directions of modern advertising activity are considered in detail, among which the ambient-appeal is a kind of outdoor advertising that uses the surrounding space for advertising purposes: field, trees, sidewalks, stairs, elevators, etc. The peculiarities of guerrilla advertising (guerrilla marketing), which today unites all low-budget means of advertising influence, are analyzed. In addition to ambient appeals, non-cost advertising options are viral advertising, cross-selling, flash mobs, performances, brand zones and more. It is due to the availability of guerrilla advertising methods that have gained popularity, including in the book industry. Attention is paid to such innovative technologies in the field of advertising as newsjacking — the use of news to promote your own brand; scribing — visualization of information with the help of graphic symbols that simply and clearly reflect its content and internal connections. It is concluded that the establishment of advertising and communication interaction can now be carried out without attracting significant funds, thanks to non-standard channels, creative approaches to the creation and presentation of advertising information.