ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES

2021;
: 75-85
1
National University of Water and Environmental Engineering
2
National University of Water and Environmental Engineering

Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics.

Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular.

Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis.

Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy.

Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market. 

1. Hlobalna elektronna komertsiia: + 2 trln dolariv dokhodu v 2019 rotsi [Global e-commerce: + $ 2 trillion in revenue in 2019]. Retrieved from https://blog.lengow.com/global-ecommerce-2019-report/
https://doi.org/10.1016/j.focat.2019.06.005
2. Dubovyk O. V. (2009). Kontseptualni zasady Internet-reklamy torhovelnoho pidpryiemstva [Conceptual principles of Internet advertising of a commercial enterprise. Current problems of the economy]. Aktualni problemy ekonomiky [Current economic problems], No. 11 (101), рр. 71-76.
3. Ievseitseva O. S., Merkulova D. D. (2019). Tarhetynh - tsilespriamovanyi vplyv na spozhyvacha [Targeting - targeted impact on the consumer. Economy and state]. Ekonomika ta derzhava [Economy and state], No. 3, рр. 107-113.
https://doi.org/10.32702/2306-6806.2019.3.107
4. Zvit "Tsyfrovi tekhnolohii 2020" (Digital 2020) [Report "Digital Technologies 2020" (Digital 2020).]. Retrieved from: https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use...
5. Kuklinova T. V. (2017). Internet-torhivlia yak zasib pidvyshchennia konkurentospromozhnosti pidpryiemstv v umovakh hlobalizatsii [Internet commerce as a means of increasing the competitiveness of enterprises in the context of globalization]. Teoretychni, metodolohichni ta praktychni aspekty konkurentospromozhnosti pidpryiemstv [Theoretical, methodological and practical aspects of enterprise competitiveness]: monohrafiia / za zah. red. O. H. Yankovoho. Odesa: Atlant, рр. 183-191.
6. Malchyk M. V., Hontarenko N. A., Korol B. O. (2014). Marketynh [Marketing]. Rivne: NUVHP.
7. Malchyk M. V., Klimavichus Ya. I., Malchyk Ya. Ia. (2017). Marketynhovi internet-tekhnolohii v biznesi [Internet marketing technologies in business]. Marketynhovi innovatsii v osviti, turyzmi, hotelno-restorannii, kharchovii industrii ta torhivli [Marketing innovations in education, tourism, hotel and restaurant, food industry and trade]: Mizhnarodna naukovo-prakt. internet-konferentsiia, prysviachena 50-richchiu zasnuvannia KhDUKhT, 3 zhovtnia 2017 r. Kharkiv: KhDUZT, рр. 57-59.
8. Martyniuk O. V., Zinkov O. P. (2019). Komertsiina reklama, yak sposib donesennia informatsii do spozhyvacha [Commercial advertising as a way to convey information to the consumer]. Zbirnyk tez VII Mizhnarodnoi naukovo-praktychnoi konferentsii "Aktualni problemy teorii i praktyky menedzhmentu v konteksti yevrointehratsii" [Collection of abstracts of the VII International scientific-practical conference "Actual problems of theory and practice of management in the context of European integration"]. Rivne: NUVHP, 270-272.
9. Obiem reklamno-komunikatsiinoho rynku Ukrainy 2019 i prohnoz obiemiv rynku 2020 [The volume of the advertising and communication market of Ukraine 2019 and the forecast of market volumes 2020]. Retrieved from: https://vrk.org.ua/news-events/2019/ad-volume-2019.html
10. Obsiah rynku internet-reklamy u 2019 rotsi v Ukraini sklav 12,6 miliardiv hryven, shcho perevyshchuie rezultaty 2018 roku na 35 % [The volume of the Internet advertising market in 2019 in Ukraine amounted to 12.6 billion hryvnias, which exceeds the results of 2018 by 35 %]. Retrieved from: https://inau.ua/news/obsyag-rynkuinternet-reklamy-u-2019-roci-v-ukrayini...
11. Reklamni biudzhety svitovykh brendiv 2020: sytuatsiia i perspektyvy [Advertising budgets of world brands 2020]. Retrieved from: https://marketer.ua/ua/advertising-budgets-of-global-brands-2020/
12. Trynchuk V. (2012).Product placement v marketynhovykh komunikatsiiakh strakhovykh kompanii [Product placement in marketing communications of insurance companies]. Aktualni problemy mizhnarodnykh vidnosyn [Current issues of international relations], Vyp. 105 (chastyna II), рр. 148-160.
13. Khaminich S. Iu. Tretiak K. V. (2015). Internet-reklama yak osnovnyi chynnyk prosuvannia tovaru v suchasnykh umovakh [Internet advertising as the main factor in promoting goods in modern conditions]. Hlobalni ta natsionalni problemy ekonomiky [Global and national economic problems], No. 7, рр. 504-507.
14. Shalman T. M. (2015). Tendentsyy razvytyia reklamnoi deiatelnosty v Ukrayne [Trends in the development of advertising in Ukraine]. Retrieved from: http //elibrary.ru/contents.asp? issueid=1438554.
15. Shyndyrovskyi I. M. (2018). Vykorystannia hlobalnoi merezhi Internet u biznesi [Using the global Internet in business]. Pidpryiemnytstvo i torhivlia: zbirnyk naukovykh prats [Entrepreneurship and trade: a collection of scientific papers]. Lviv: Vydavnytstvo LTEU, Vyp. 22, рр. 132-135.
16. Iak tsyfrovi tekhnolohii vplyvaiut na svit i Ukrainu [How digital technologies affect the world and Ukraine]. Retrieved from: https://sergioshtogryn.blogspot.com/2018/06/blog-post.html.
17. Iakovenko T. I. (2016). Osoblyvosti rozvytku marketynhovoi diialnosti pidpryiemstv reklamnoi haluzi [Features of development of marketing activity of the enterprises of advertising branch]. Naukovyi dysput: pytannia ekonomiky ta finansiv: zb. tez naukovykh robit V Mizhnarodnoi naukovopraktychnoi konferentsii, 26 liutoho 2016 r. [Scientific debate: issues of economics and finance: coll. abstracts of scientific works of the V International scientific-practical conference (Kyiv, February 26, 2016)]. Kyiv-Budapesht-Viden: Finansovo-ekonomichna naukova rada, рр. 39-41.
18. Global Ecommerce Report. Retrieved from: https://www.ecommercefoundation.org/free-reports
19. 12,6 mlrd hrn v hod: bolshoi analyz rыnka onlain-reklamы v Ukrayne [12.6 billion UAH per year: a large analysis of the online advertising market in Ukraine]. Retrieved from: https://ain.ua/2020/02/27/126-mlrd-grn-v-god/