LIFE CYCLE OF VIRUS VIDEO
In article authors systematized and supplemented the categorial conceptual framework of marketing Internet communications connected with virus marketing and its realization by means of video. They carried out analysis of characteristics of development of virus advertizing. Authors offered synergetic approach as the virus is the spontaneous system realized in the conditions of uncertainty as basic methodical approach to studying of virus video. The article considered in detail life cycle of virus video in which there are two essentially different stages - structured and a stage of uncertainty. The structured stage of life cycle of virus video consists of stages - problem definitions, creations of a product and the crops similar to traditional stages of life cycle of a product - development and deployment. Three basic models of life cycle - disappearance, a survival, growth characterized the stage of uncertainty. Authors gave the characteristic of each model within which they defined the role of the active users acting as repeaters of the virus message. The article reflected communication of the structured stage of life cycle and the initial stage of each of uncertainty stage models. Authors made the general recommendations about the contents and start of virus content for minimization of possibility of development of virus campaign for the scenario «disappearance». The article reflected possibility of change of one model of life cycle of virus content another as a result of external and internal influences from positions of synergetic approach.