SPECIFIC APPLICATION OF MARKETING COMMUNICATIONS IN SOCIAL NETWORKS
This article examines the special features of the application of advertising communications in the contemporary social networks. The phenomenon of the popularity of social networks is investigated, the strong and weak sides of advertisement in the social networks are revealed and substantiated, diverse media- advertising set of instruments is examined, is analyzed and substantiated the vector of the development of social networks generally and advertisement in this sphere in particular. The article deals with the specific features of the nature of advertising communications in social networks, that allows us to characterize this phenomenon in all its private and public manifestations,classify, typify, and show the features of the present stage of development. To date, there is increasing use of social networks, which are a global phenomenon, despite the geopolitical and cultural characteristics of different countries. An analysis of these types of advertising that are practiced in social networks such as targeted advertising, guerrilla and viral marketing. This article describes the tools and techniques used in social networks in the process of advertising communications.