Open AccessTrends of structural changes in dissemination of advertising
Author(s) -
Іryna Voronenko,
Andrii Skrypnyk,
Yurii Namiasenko
Publication year - 2019
Publication title -
vìsnik ekonomìki
Language(s) - English
Resource type - Journals
eISSN - 2786-4545
pISSN - 2786-4537
DOI - 10.35774/visnyk2018.02.055
Subject(s) - advertising , the internet , per capita , rivalry , econometric model , advertising research , space (punctuation) , business , marketing , economics , econometrics , computer science , sociology , microeconomics , demography , world wide web , operating system , population
The article points out that a well-functioning information space serves as a basis for boosting economic development and for building a civil society. It is emphasized that despite constant changes in the structure of information space, advertising has been and will be its important component or even driving force. The paper highlights how researchers discuss this issue, and concludes that there are a lot of aspects which have not been considered yet, and need to be studied in detail. It is claimed that one of such aspects is dynamics of structural changes in dissemination of advertising.For the purpose of the study, methods of statistical and econometric analysis, synthesis, generalization and comparison are used.The paper provides an analysis of the global advertising business and calculates percent- ages of advertising expenditures by categories in 2004, 2016 and 2018. Based on the results achieved, it is concluded that the share of advertising expenditures in the global GDP has decreased. It is also stressed that the rivalry between television commercials and Internet advertisements will be more intensive.The impact of the country’s GDP on advertising expenditures is assessed, and it is found that, if per capita GDP grows by $1,000, advertising expenditures will increase by $11 with $5.3 on Internet and $2.3 on television advertisements.The significant growth of Internet users in the world and per 100 of inhabitants in 2001-2017 is driven primarily by young people aged 15-24.Advertising expenditures have doubled in social networks recently. The paper provides an analysis of advertising expenditures by world regions, and percentages of advertising expenditures in Ukraine by categories in 2004 and 2016.It is concluded that advertising expenditures represent just a marginal share in Ukraine’s GDP (0.33 per cent), only half as much as in the world and seven times less than in the developed countries.