Abstact

This book is written to clarify the scientific and practical aspects in the field of studying electronic advertising, since advertising is a tool for ensuring the effectiveness of marketing activities of organizations. The main concepts and explanations of the essence of advertising and its main elements, the advantages of organizing electronic advertising using modern electronic channels are systematized. The importance of advertising and its demand in modern business for implementation in the processes of promotion and positioning of brands, goods and services for modern organizations are discussed. The most common and effective strategies of electronic advertising are considered depending on the types and characteristics of the activities of modern companies. The main features and details of electronic advertising strategies for organizations, such as advertising on websites, advertising in search engines, advertising in social networks, e-mail advertising, mobile phone advertising and many other areas and tools are revealed. The methods for assessing the effectiveness of electronic advertising strategies are substantiated, the results are aimed at studying the main trends in the development of electronic advertising technologies and their implementation in the management strategies of organizations as effective tools for ensuring strategic development and economic growth.

We hope that university students, graduate students, educational institutions and businessmen will benefit from the results. This book will become a reference guide for studying the theoretical foundations of electronic advertising technologies.