Сибирский федеральный университет

Тип публикации: статья из журнала

Год издания: 2013

Идентификатор DOI: 10.5829/idosi.mejsr.2013.16.03.11686

Ключевые слова: Advertising-Innovations, Branding, Commerce, Consumer, Content, Marketing, Synergy effect, The internet

Аннотация: The article is devoted to the advertising activities in the innovation economy. The creation of the innovation economy will allow toincrease the labor productivity, to reduce the consumption of natural resources and harmful environmental emissions, will give the possibility to build the model of partnership between the state and entrepreneurs, science and business. However, according to the author, all the innovative processes are impossible without the development of the communications of the newest format, including advertising. Its role is to support the production of knowledge and knowledge based services, their adaptation and promotion. All the functions of the commercial activities participate in the formation of the advertising activities of the enterprise. This being the case, their complex interaction is important. Besides, a fundamentally new type of the subject-object interaction between the producer and the consumer of the good emerges in the intellectual economy. With the development of modern means of communication consumers findthemselves in the world where a lot of other people are ready to help them choose. Millions of users interacting with each other, with goods and information in the network, together create the environment where the search becomes more convenient and the choice becomes easier. The consumer becomes a partner in the creation of advertising. In order to attract the consumer, it's necessary to make him interested and give him a platform for action. This article gives an example of the realization of this strategy by the Red Bull Company in 2010 in the form of a promotion that was the competition for the best commercial. The article highlights the fact that the humanity has entered the era of fictitious, deliberately created needs, a significant part of which lies beyond the really useful properties of goods and services and is created for the producer to make profits. The advertising brings up a consumer. This leads to the depletion of the earth's resources. Instead of the modern commercial advertising the advertising promoting different kinds of innovations in all the areas of production, healthy living and reasonable consumption should be made. It should provide the consumer with reliable information. As in the innovation economy there is a reduction in the life cycle of goods the advertising is designed to form the consumer's loyalty to a certain brand. The author of the article considers the Internet, on demand advertising, the empirical marketing, the viral marketing to be modern and effective means of advertising. The author tries to estimate the contribution of so-called synergy effect, the essence of which is in mutual strengthening of the advertising communications influence on the consumer's perception. © IDOSI Publications, 2013.

Журнал: Middle East Journal of Scientific Research

Выпуск журнала: Vol. 16, Is. 3

Номера страниц: 342-347

• Anan'eva N.V. (Siberian Federal University of Trade and Economics Institute, ul. Lida Prushinskiy, 2, 660075 Krasnoyarsk, Russian Federation)
• Anan'eva N.V.e. (Siberian Federal University of Trade and Economics Institute, ul. Lida Prushinskiy, 2, 660075 Krasnoyarsk, Russian Federation)

• Scopus
• Ядро РИНЦ (eLIBRARY.RU)