RUSSIAN ADVERTISING MARKET: STATE, STRUCTURE, TRENDS AND DEVELOPMENT PROSPECTS

Abstract

The functions of the advertising market integrating, informational, stimulating, socio-cultural predetermine its role in the national economy. The Russian advertising market, being an organic part of the global advertising industry, is influenced by global trends. The study allowed us to establish the presence of a significant unrealized potential of the Russian advertising market. The analysis of the series of dynamics and the correlation analysis of the advertising market in Russia revealed the costs of advertising by means of its distribution, characterized by strong and weak connections. The study also revealed that the Russian advertising market is characterized by deep transformational trends.