RUSSIAN ADVERTISING MARKET: RELEVANT INDICATORS AND FACTORS OF CURRENT DEVELOPMENT

  • Nina Trubnikova Russia University of People Friendship (RUDN), Moscow
Keywords: Advertising, Media, Communications, Promotion, Crisis

Abstract

This research aims to actualize the system of advertising market indicators in today's Russia. The author shows that traditional indicators of this sphere's development during relatively stable economic periods are dramatically changed in crisis conditions. Moreover, the tendencies of globalization, integration and concentration in advertising are highly specific due to the revolutionary, development of this sphere in Russia. Another serious factor pointed out in the research is the large-scale restructuring of the communications, replacing the classical mass media by media-digital formats.

Author Biography

Nina Trubnikova, Russia University of People Friendship (RUDN), Moscow

Candidate of science (philosophy), head of department of advertisement and business communications in Russia University of People Friendship (RUDN), Moscow, Russia.

Research fields: digitization of advertising markets, efficiency of advertising, advertisers’’ decisions, business communications, development of ads markets, communicative techniques in promotion, efficiency of ads campaigns.

Published more than 20 papers ion international journals, partially works as invited expert in Russia Association of Advertisement, creates and tests new methods for Russia advertisement market evaluation.

References

Buzin, V.N. (2009). Levels of Managing the Russian Media-Sphere. Society. Medium. Development, Terra Humana, 1: 121-125.

Doyle, G. (2013). Understanding Media Economics. London, Sage Publications Ltd., 232.

Evstafiev, V., Pasjutina, E. (2017). The history of Russian advertising: contemporary period, 2nd edition, revised and expanded, Мoscow, Dashkov&K.

Ionova, J.B. (2016). The Global Advertising Market: Today and Tomorrow. In Veselov S.V. (Ed.), Russia ads herald, Moscow, AKAR.

Kolomiets, V.P., Poluekhtova, I.A. (2010). Russian TV: industry and business, Мoscow, Analytical Center Video International, NIPKTS Voskhod-А.

Nazarov, M. М., Vygovskaya, E.G. (2012). The ecosystem of the digital media advertising environment, Reklama. Teoria I praktika, 06 (54): 344-357

Nazarov, M.M. & Kovalev, P.A. (2008). Comparative media advertising: comparative analysis of foreign and domestic markets, Reklama: teoriya I praktika, 4: 206-222.

Petrova, E.I. (2014). Web-basedmedia and social networks: convergence periods, Kommunikativnye issledovaniya, 2: 128–133.

Stolyarova, A.V. (2016). The impact of the economic crisis on the state of the advertising market, in Veselov S.V. (Ed.), Russia ads herald, Moscow, AKAR.

Tellis, G.J., Tellis, K. (2009). Research on Advertising in a Recession: A Critical Review and Synthesis, Journal of Advertising Research, 49-3: 304–327.

Trubnikova, N.V. (2016). Creativity in the post-informational dimension: marketing aspects, Vestnik RUDN, Economics series, 2: 74-80.

Veselov, S.V. (2011). Methodological and Practical Aspects of Predicting the Dynamics of the Media-Advertising Market, NIPKTS Voskhod-А.

Veselov, S.V. (2009). Special forecasting volumes of advertising mediamarket at financial crisis conditions, Moscow, Reklama. Teoria I praktika, 2 (32): 70-82.

Wurff, R., Bakker, P., Picard, R. (2008). Economic Growth and Advertising Expenditures in Different Media in Different Countries, Journal of Media Economics, 21: 28–52.
Published
2017-08-29
How to Cite
Trubnikova, N. (2017). RUSSIAN ADVERTISING MARKET: RELEVANT INDICATORS AND FACTORS OF CURRENT DEVELOPMENT. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (4(5), 28-35. Retrieved from https://euraseans.com/index.php/journal/article/view/50