THE RELATIONSHIP AND CHARACTERISTICS OF THE ADVERTISING AND SMARTPHONES MARKET IN UKRAINE

Abstract

At present, it is impossible to imagine information space without advertising. Advertising means all forms of influence on human consciousness, in order to manage its actions, in our favor. Previously, in most cases, influenced the person making the decision to buy the product. Today, there is an influx of people who can influence the person who makes the final decision in our favor. The purpose of the article is to analyze the modern advertising market of Ukraine, its relationship with the smartphone market, to identify the main trends of development. The analysis showed that 45 % of Ukrainian media market is occupied by Digital (Internet) media advertising. The highest growth rate of promotion costs was shown by the search service. The growth rate of this promotion tool in 2018 was 361 %. The top five sources that Ukrainians trust are Internet sources. These changes are caused by an increase in the number of mobile phone users, namely smartphones. According to MOYO, 5.4 million smartphones were sold in Ukraine in 2018. In general, it can be noted that effective advertising must attract attention, be remembered, provoke an emotional reaction and induce the action required for the customer of advertising. So the first step to effective advertising is the need to be heard, seen. To do this, you need to convey the advertising message in the most effective way. Currently, these are Digital (Internet) paths. They are the most dynamic ways of obtaining information in Ukraine. This is confirmed by the growth in sales of the smartphone market in Ukraine. Search engine format changes as they expand their reach and begin to focus on mobile search. The kind of presentation on your computer depends on the ease of viewing the site on your mobile device. The advertising market is directly dependent on the dynamics of the smartphone sales market, because it gives you a way to disseminate advertiser information. As for the emotional reaction, Ukrainians prefer to advertise with a humorous story, based on real life situations and with family scenes. In the world there is a movement of advertising towards naturalness, honesty, openness.