Features of the use of transmedia technologies in advertising communication

Abstract

The article explores new forms and features of the use of transmedia technologies
in the advertising market and advertising communications in the media space. Advertising promotion
mechanisms studied through media channels using information technology. The concepts of transmedia
and the development of the information and communication industry are analyzed. The recommendations
were made to improve the information and communication potential of society.
Considered current trends in the market of advertising communications; ways of using transmedia
technologies; the importance of advertising and transmedia strategies, their influence on the audience; the
place of advertising studied in media activities.
The author used different methodologies to determine and predict the development of advertising
communications. The possibility of increasing the effectiveness of advertising communications, taking
into account the peculiarities of the national mentality, is argued. Under these conditions, advertising
communications can serve the interests of human and society.