Advertising Market in Russia: Historical Notes and Current Trends
The purpose of the article is to assess the current state and prospects of development of the advertising market in Russia. The article presents a brief description of the major historical periods of the formation and development of the Russian advertising. 1. Phase inception of the advertising market: the shock (1990-1995). 2. Stage of growth of the advertising market (1995-1998). 3. Modern stage of maturity of the advertising market (from 2000 to present). The author dwells on each segment of commercial communications, make up the structure of the advertising market in Russia. Drive valuation for each of the segments of the Russian advertising market and substantial their characteristics, reflecting the main trends and prospects of development of the main types of Russian advertising: television, radio, print, Internet advertising, BTL advertising, outdoor and indoor. Particular attention is paid to the development of new areas of Internet communications. The article uses the analytical expertise and comparative research methods, which are based on open sources of information, such as analytical articles in the Internet, materials and results of research of the Association of Communication Agencies of Russia - ACAR. As a result of the study assesses the status and forecast of further development of the main types of advertising of the Russian market.