Published in «Russian Journal of Entrepreneurship»2 / 2019
DOI: 10.18334/rp.20.2.39945

The basic rules and stages of development of industrial advertising

Shklyar Tatiana Lvovna, Plekhanov Russian University of Economics, Russia

Основные правила и этапы создания промышленной рекламы - View in Russian

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The rapidly changing present dictates its own laws, increasingly transforming the communication processes between organizations and individuals. Many advertising tools that have proven themselves earlier are not applicable at the present time. The competitive environment, influenced by digitalization and globalization, dictates new requirements in various fields, including industrial advertising.
Today's buyer less and less pays attention to print, audio and video advertising, searching for the necessary information in the Internet space. Accordingly, advertising companies need to be rebuilt, taking into account modern requirements and trends.
There are a lot of examples and instructions for creating advertising aimed at the end user. However, in the area of B2B, there is a lack of this information. The author of this article proposes to determine the main stages and rules of industrial advertising, which will create optimal communication for organizations working in the manufacturing sector. This algorithm will provide marketers with the opportunity to reduce the time and effort to create effective advertising.


algorithm, competitiveness, industrial advertising, marketing, marketing communications

JEL-Classification: M31, M37, M39

Shklyar T.L. (2019). The basic rules and stages of development of industrial advertising [Osnovnye pravila i etapy sozdaniya promyshlennoy reklamy]. Russian Journal of Entrepreneurship, 20(2). (in Russian). – doi: 10.18334/rp.20.2.39945.

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