Russian Federation
Russian Federation
Tula, Russian Federation
The organizational mechanism of formation of the world communication space is considered. Features of application of such communication strategies in the development of the global economy as multinational, global, and transnational are revealed. The features of the impact of targeted communications on the consumer are highlighted, which contributes to the transition to a personal communication strategy - customization. An overview of the main trends in the formation and development prospects of advertising communications in Russia is given. The article presents the material of empirical research using questionnaires of various groups of consumers from the regions of Central Russia. As a result of the analysis of questionnaires, the peculiarities of advertising perception by regional consumers were revealed, depending on the level of their demographic factors.
global economy, advertising and communication space, marketing communications, advertising communication strategies, questionnaires, targeting, customization
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