Реклама в інтернеті: теоретичний аналіз та особливості
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Видавництво Львівської політехніки
Lviv Politechnic Publishing House
Lviv Politechnic Publishing House
Abstract
Проаналізовано основні показники ринку інтернет-реклами в Україні та визначено
найпопулярніші види реклами у мережі. Розкрито основні завдання інтернет-реклами
як важливого інструменту маркетингової стратегії для будь-якого виду діяльності.
Удосконалено класифікацію реклами в інтернеті, основні види згруповано за одинадцятьма виділеними ознаками. Розкрито сутність кожного виду реклами, теоретичне
розуміння яких дасть змогу рекламодавцю прийняти ефективне рішення щодо
доцільності застосування рекламних інструментів, налаштувань, мінімізації ризиків у
просуванні, раціонального використання рекламного бюджету, підвищення результативності після завершення показу. Також здійснено порівняльну оцінку та виділено
особливості найпопулярніших видів реклами, розкрито переваги та недоліки інтернетреклами з метою удосконалення її теоретичного аналізу.
Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis. Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy. Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market.
Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis. Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy. Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market.
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Keywords
реклама, інтернет-реклама, вебсайт, маркетингова стратегія, рекламні інструменти, advertising, internet advertising, website, marketing strategy, advertising tools
Citation
Мальчик М. В. Реклама в інтернеті: теоретичний аналіз та особливості / М. В. Мальчик, І. П. Адасюк // Вісник Національного університету “Львівська політехніка”. Серія: "Проблеми економіки та управління". — Львів : Видавництво Львівської політехніки, 2021. — Том 5. — № 1. — С. 75–85.