Research of preferences of Internet users to various types and forms of Internet advertising

• Kmet E.B.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia
  The Department of International Trade and Marketing, Associate Professor, PhD

• Pynko M.V.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia
  The Department of International Trade and Marketing, Bachelor student

The increase in the share of advertisers’ expenses in the segment of Internet advertising characterizes the Internet as a promising media channel. Increase in the cost of advertisers in the segment of Internet advertising in the structure of the Russian advertising market in 2016 to the previous year significantly exceeds the growth of the entire advertising market (21% vs. 11%). Undoubtedly, Internet advertising is involved in the design of the living space of modern man and has a certain impact on his mind and behavior, forming an image of everyday peace and social life, which creates new opportunities for the development of advertising creativity in the new communication environment.

The advantages and disadvantages of Internet advertising are formulated. A comparative analysis of the conceptual apparatus and such types of Internet advertising as search engine optimization of the site, contextual advertising, SMO, SMM and banner advertising is presented. The content of these types of Internet advertising, their features and differences are examined. The results of field research on the technology CAWI (Сomputer Assisted Web Interviewing), the purpose of which was to study the preferences of users to various types and forms of Internet advertising. The received data allowed to form users’ preferred packages of forms of Internet advertising for various categories of goods in the context of popular types of resources on the Internet. The categories of goods covered in the study cover cars, telephones, tablets, computers, cosmetics, clothing, sports goods, books, music, online games and travel. Preferred forms of advertising packages are designed for such types of Internet resources as: search engines, news sites, thematic sites and communities, social networks, video portals, Internet shops and postal sites.

The results of the study are of interest to advertisers. The packages of online advertising forms proposed for the research on various types of resources on the Internet, preferred by users, can be used by advertisers in planning effective promotion of their goods and services on the Internet.

Keywords: Internet advertising, typology of media education, media preferences, forms of Internet advertising.