HE CONTENT AND PECULIARITIES OF ADVERTISING UNDER THE CONDITIONS OF GLOBALIZATION

The paper summarizes modern views of scientists and marketing practitioners on the content and functions of advertising; changes in the forms and mechanisms of advertising communications are analyzed; characteristics and priority tasks of advertising intelligence under the conditions of globalization and development of modern information and communication technologies are determined. It is demonstrated that proceeding from the content and specifics of theoretical paradigms of advertising, which determined the general attitude of scientists to the analysis of advertising, in the dynamics of modern ideas as to the nature and place of advertising in society the following stages are observed: - 1930s: considering advertising as a necessary means of informing consumers about goods and services and stimulating their demand; characterization and assessment of the consequences of the use of advertising that misleads consumers as unfair competition; - 1960s: substantiation of the advertising content as an element in the promotion complex, along with its other elements – personal selling, promotion and publicity; - 1980s: regarding all components of the promotion complex as internally interconnected and interdependent parts of a single communication system – integrated marketing communications – IMC; - 1990s: determination of qualitative transformations of the content, forms and mechanisms of advertising under the influence of globalization and the development of information and communication technologies – ICT. Based on the analysis of current trends in advertising, a fundamental conclusion has been made that nowadays we observe coexistence of the "classic" – traditional advertising with its own characteristics, and digital advertising: Internet Advertising, Social media marketing – SMM, Mobile Advertising, etc. As to its qualitative characteristics, communication in digital advertising is in many respects opposite to the classical forms. That is: it is individualized and personalized, often has no obvious sponsor, and can be free o charge.