Open AccessSpecific features of communicative advertising of construction goods
Author(s) -
O. I. Vorobyeva
Publication year - 2019
Publication title -
iop conference series. materials science and engineering
Language(s) - English
Resource type - Journals
eISSN - 1757-899X
pISSN - 1757-8981
DOI - 10.1088/1757-899x/687/5/055008
Subject(s) - advertising , promotion (chess) , business , advertising research , integrated marketing communications , key (lock) , marketing , goods and services , advertising campaign , consciousness , marketing communication , relationship marketing , computer science , marketing management , political science , economics , psychology , market economy , computer security , neuroscience , politics , law
The article provides research in the sphere of methods and means for promotion of construction brands. Fundamental factors influencing the reconizability and uniqueness of goods and services of a certain segment in the market of construction companies were identified. The main communication channels of advertising messages were determined. The principles of marketing communications and their influence on a customer’s consciousness, as well as modern trends of advertising content were singled out. Target audience was researched by its social and economic status, and the interrelation of a certain category of consumers with marketing communication tricks was studied. The categories of advertisement in the market of construction services were reviewed. The examples of advertising media were made, and a list of references were compiled. The conclusion on the key aspects of research was made at the end of the article.