Borodin V.A., Prianichnikov S.B., Galushkina A.I., Nagaeva E.A., Ustinkin S.V. (2018) Application of Multi-level Analysis in the Process of Advertising Industry Trends Study. In: Popkova E. (eds) The Impact of Information on Modern Humans. HOSMC 2017. Advances in Intelligent Systems and Computing, vol 622. Springer, Cham

Abstract

The long-term steady development of enterprises under the contemporary economic conditions is to a considerable extent determined by the possibility of output not only for the domestic advertising market, but also on the world. The today universal market for advertisement rapidly is developed, moreover mainly, due to the countries of Asia and Latin America. Whereas the Russian market for advertisement lags behind the world leaders, and its portion remains small. Like many of market, the market for advertisement is globalized, and explosion the Internet advertisement makes possible to leave to this segment of market for companies practically from any country. In the article is given the analysis of the trends of development of advertising market in the world, whose understanding will allow Russian companies to develop their strategies of output to the markets for other countries, which will, in turn, be important competitive advantage and will increase the competitive ability of these companies. With the estimation of the effectiveness of the solutions about the output for one or other advertising market or another it is necessary to consider different criteria and indices of micro and macro of the media, which sometimes can contradict each other. Therefore as the basic method in the article it is proposed to use multilevel analysis.