ANALYSIS OF THE RUSSIAN ADVERTISING AND MARKETING COMMUNICATION MARKET

Abstract

The article examines the advertising market as a socio-economic complex that functions in accordance with market laws. The advertising market is the place where advertising producers, advertisers and advertising distributors interact on various issues. This is a separate branch of the economy that provides and satisfies the need of subjects for advertising services. The market is developing very dynamically under the influence of many factors. There are several approaches to its analysis, each of which has a number of features.

The research methods used in the article are contextual analysis, summary, generalization, grouping and analysis of statistical observation materials, analysis of literature and Internet sources, as well as statistics. The conducted research is aimed at describing the current state of the advertising market and its components over the past few years. Based on the study of the data from secondary sources of information, the elements of the market are considered, their quantitative characteristics are given.

Based on the analysis conducted, the main features of the development of advertising and marketing communication market have been highlighted: stable growth, changes in the market structure, digitalization and personalization of marketing communications, as well as overtaking growth of advertising budgets