METHODOLOGICAL APPROACHES TO PLANNING AN ADVERTISING CAMPAIGN IN THE DIGITAL ENVIRONMENT
Based on the systematization of theory and analysis of practical experience, the article identifies eight stages of planning: from defining goals and objectives to analyzing the final results of an advertising campaign on the Internet. The reasons for visitors ‘ visit to the company’s website are formulated: the first is that the consumer found the site in a search engine for a specific query, the second is the use of hyperlinks from other sites, the third is advertising the site in magazines, Newspapers, radio, etc. The article describes the specifics of AIDMA elements for digital advertising. It is concluded that the use of Internet services in the course of an advertising campaign contributes to an increase in profits. Monitoring is necessary to detect and correct any deviations from the advertising campaign schedule.