标题：THE MAIN APPROACHES TO THE USE OF INTERNET MARKETING AND ADVERTISING OFFLINE AS A REFLECTION OF THE INTERESTS OF THE SUBJECTS OF ADVERTISING RELATIONS
期刊名称：Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університет
印刷版ISSN：2415-3974
电子版ISSN：2664-2670
出版年度：2018
卷号：8
期号：2
页码：120-124
DOI：10.32434/2415-3974-2018-8-2-120-124
出版社：State Higher Educational Institution “Ukrainian State University of Chemical Technology”
摘要：The article is devoted to the development of basic approaches to the use of Internet marketing tools in order to meet the interests of the subjects of advertising relations. The main approaches to advertising various product groups in the Internet space are considered depending on the target audience. Analyzed the strengths and weaknesses of online and offline advertising. A comparison of various Internet marketing tools was carried out – the creation of Web sites for the presentation and promotion of their products and services, Email marketing, viral marketing. Considered the economic interests of each of the parties of the advertising relationship. A new economic category “symbion” is proposed, which is understood as a form of advertising relationship in which potential advertising customers meet their interests with an active combination of offline advertising with Internet advertising. The main economic results of the interaction of offline advertising with Internet advertising are substantiated. New advertising tools are offered – collection of individual information about their users and personalized advertising, neuromarketing. A matrix-forecast of the main marketing approaches has been developed and presented, which can be used in advertising the main types of product groups depending on the age audience – for the categories “youth”, “middle-aged people”, and “pensioners”.
