The book as an object of advertising

Вернигора, Світлана Миколаївна (2019) The book as an object of advertising Інтегровані комунікації = Integrated communications (1(7)). pp. 26-32. ISSN 2524-2644, 2524-2652

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Abstract

In the face of fierce competition in the book market, which is caused by its glut of printed domestic and foreign publishing products, reduction of requests for a printed book because of the development of digital technologies, the publishing industry is undergoing changes and needs innovative means to find new opportunities for development of its activity and promotion of its publications for the reader. The significance of the research topic is based on the need to explore new trends in the use of advertising and PR in book publishing.Purpose of the study: to study the genres and types of advertising used by publishers on pages of book publications and to determine the effectiveness of their use of advertising and PR tools.The object of study is the main and official texts of the book edition.The subject of the research is the effectiveness of the use of advertising and PR tools in order to obtain additional financial resources and promotion of the book in the publishing market.The study found that book advertising is used, first, to promote goods and services (product placement), which allows the publisher to earn additional income, and secondly, to promote the book (copywriting), makes it possible to significantly expand the readership of a particular publication.The author of the article reveals the basic rules and principles of copywriting, gives examples of their effective application in the course of the research.

Item Type: Article
Additional Information: Статтю подано до друку у 2019 р., стаття опублікована у 2020 р.
Uncontrolled Keywords: book publishing, advertising in book publications, advertising in publishing, hidden advertising, product placement, copywriting
Subjects: Статті у журналах > Наукові (входять до інших наукометричних баз, крім перерахованих, мають ISSN, DOI, індекс цитування)
Статті у журналах > Статті у періодичних наукових виданнях Університету, які не включені до затвердженого Переліку МОН України (не входять до категорії Б)
Divisions: Інститути > Інститут журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: доцент Лана Миколаївна Вернигора
Date Deposited: 07 Dec 2020 12:01
Last Modified: 05 Jan 2021 13:09
URI: https://elibrary.kubg.edu.ua/id/eprint/33587

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