THE TECHNOLOGY IN ADVERTISING OF MARKETING AS AN INNOVATIVE METHOD

This article shows the effective role technology of advertising, when you start your business in brand-new ways. Today, modern trends in global advertising are showing a clear shift towards a more integrated and generally more responsive method of communication than the traditional advertising approach. This new approach and technology offers new ways of interacting with their target market. Therefore,the article pays special attention to advertising services

THE GLOBAL ADVERTISING SERVICE MARKET: MODERN FEATURES AND TRENDS

The article examines the features of the advertising services market, which differs from other markets both in the composition of participants and in the object of trade, represented by a whole range of activities. The most significant factors of pricing for advertising services and the modern segmentation of their market are identified. The article analyzes the impact of digitalization on the advertising services market, as well as modern trends associated with the integration of national advertising services markets into the world and its globalization. The article contains data on the dynamics of the market during the recovery of the world econ-omy, reflects the impact of the pandemic crisis on its indicators.

Global advertising market of eco-friendly products in developing countries: A review of the current trends and prospects

The analysis of the current trends and future prospects of extension of advertising market of eco-friendly products in developing countries at the world level is carried out in the article. In particular, the assessment of the current structure of world advertising market of eco-friendly products is made. The determination of retrospective tendencies of development of advertising market of eco-friendly products in developing countries on the example of Ukraine is carried out. The identification of prospective volumes of advertising market of eco-friendly products in developing countries is given. The complex of actions allowing stimulating advertising activity concerning eco-friendly products in developing countries with the prospect of increase of their share within the world advertising market of eco-friendly products is offered.

Action: Can We Stop Terminal Consumption?

This chapter asks the question, what does this unthinking mean for current anthropogenic climate change policies? This is answered in two ways. First, the concept of urban demand is discussed in its current manifestation as the product of a global Advertising-Big Data-Social Media complex. Second, the mechanisms behind the immensity of Chinese urban growth in recent decades are described. In their different, but intertwined, ways these two expressions of today’s modernity are pointing irrevocably towards terminal consumption. The only means to stop this happening appears to a reinvention of the city, creating an urban demand for stewarding nature for future generations, a posterity city

XL burgers, shiny pizzas, and ascending drinks: Primary metaphors and conceptual interaction in fast food printed advertising

The experiential, embodied nature of primary metaphors endows them with a universal flavor of interest to the present-day global advertising needs. Based on the analysis of 500 printed advertisements corresponding to the top ten fast food brands currently in the market, this paper investigates the visual representation and functions of primary metaphors within this advertising genre. In contrast to what has been reported to be the case with resemblance metaphors used in advertising, primary metaphors do not have the product as their source or target domains. The connection between the primary metaphor and the product is established in a specific way, which reveals a close interaction with other cognitive (i.e. hyperbole and metonymy) and pragmatic (i.e. derivation of explicatures) operations. In addition, the paper explores how primary metaphors combine with one another and with other resemblance metaphors. The study of these interplays reveals new patterns of conceptual interaction (i.e. one-target and multiple-target primary metaphor clusters) and opens a window onto the varied functions performed by primary metaphors in the narrative of advertising (i.e. enhancing the conceptual layout of the product, highlighting one aspect of it, motivating, constraining and/or enriching lower-level resemblance metaphors).

Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries

In response to certain discrepancies prevalent in the debate on global advertising, we have identified important gaps in the global advertising literature. The focus of this inquiry is an investigation of the operational aspects of the standard advertising strategy by multinational companies (MNCs). Specifically, the authors attempt to identify the path to strategic implementation of standard advertising strategy through network analysis, with the determinant factors that play an important role in determining the degree of advertising strategy. The findings suggest that the extent to which multinationals can standardize their international advertising strategies will depend on the level of similarity among the countries in the network. The authors highlight that, given the inconsistency that exists in observation, it is evident that a single distinctive strategy for standard advertising may be followed by MNCs which can be the optimal solution of standardized global advertising for sustenance in the presence of steep competition. The authors discuss and highlight the various implications of the findings for business practitioners. The authors conclude the study by showing the scope for future research along with the limitations of the study.

Advertising Adaptation

In a globalizing world, global brands seek to reach consumers around the world through global marketing strategies. In order to achieve this, global advertising strategies set in global marketing strategies are very important. Advertising adaptation, which is one of the aspects of global advertising strategies, means adapting a global brand's ad for different countries. One of the main reasons why brands utilize advertising adaptation is the cultural and language differences among countries. Advertising adaptation is much more than translation of advertisements. In addition, advertising adaptation is a cultural phenomenon. In this context, advertising adaptation concept will thoroughly be analyzed in this section, and comparison of advertising adaptation with standardization, relation between advertising adaptation and translation and relation between advertising adaptation and culture will be addressed. Later on, it will attempt to explain how advertising is adapted, stages of advertising adaptation process, and types of advertising adaptation through examples.