Analysis of consumer preferences in the choice of advertising media and information channels
The article presents the results of research on consumer preferences in the selection of means and channels of information advertising in the sphere of trade in Bratsk. The characteristics of the advertising and media strategies are given, priority channels of advertising information and significant criteria for their selection are highlighted. The essence of the promotion strategy is disclosed, which includes the formation of a complex of marketing communications that represent a certain creative form of market differentiation, designed to convince consumers of the need for this or that choice. The requirements for advertising media are noted, which must be taken into account when planning advertising campaigns. The urgency of marketing research within the limits of perfection of advertising activity and promotion strategies is grounded.