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Relevant bibliographies by topics / Advertising and media

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Academic literature on the topic 'Advertising and media'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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Journal articles on the topic "Advertising and media"

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Mamoon, Zafor. "Choosing Advertising Media." Journal of Research in Marketing 2, no. 2 (April 15, 2014): 143. http://dx.doi.org/10.17722/jorm.v2i2.49.

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Dong, Junhong, and Xiaohong Zhang. "Cognitive Inferences in Social Media Advertising a Case Study of Advertisings on Sina Weibo and Facebook." International Journal of Languages, Literature and Linguistics 6, no. 1 (March 2020): 18–23. http://dx.doi.org/10.18178/ijlll.2020.6.1.244.

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P., Maulina. "MEDIA INTERAKTIF SEBAGAI MEDIA PERIKLANAN." Communicology: Jurnal Ilmu Komunikasi 1, no. 1 (December 30, 2013): 14–24. http://dx.doi.org/10.21009/communicology.011.02.

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Abstract The development of new media gives the positive sides to the people. Interactive new media has become a true benefit to everyone because people can express their artwork in more than one way with the technology that we have today and there is no longer a limit to what we can do with our creativity. Because of that the interactive media can be used as advertising media. By using interactive media to advertise their product, they can share their work and interact with big world. So if you think the interactive media is effective ways to advertise?. And the answers is â€œOne of the keys to successfully developing an advertising campaign is to promote purposeful dialog between company and its stakeholder, advertiser and customers. That is what interactivity means. And that is where the internet offers its great potential.â€ Keywords: new media, interactive media, advertising

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Van-Tien Dao, William, Angelina Nhat Hanh Le, Julian Ming-Sung Cheng, and Der Chao Chen. "Social media advertising value." International Journal of Advertising 33, no. 2 (January 2014): 271–94. http://dx.doi.org/10.2501/ija-33-2-271-294.

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Sinclair, John, and Christina Spurgeon. "Advertising and the Media." Media International Australia 119, no. 1 (May 2006): 49–50. http://dx.doi.org/10.1177/1329878x0611900105.

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McGann, Anthony F. "Advertising Media Price Forecasts." Journal of Advertising 14, no. 4 (December 1985): 3. http://dx.doi.org/10.1080/00913367.1985.10672964.

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Sheehan, Kim. "Advertising and New Media." Information, Communication & Society 12, no. 2 (March 2009): 287–88. http://dx.doi.org/10.1080/13691180802552924.

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Wang, Jing, and Bobby J. Calder. "Media Transportation and Advertising." Journal of Consumer Research 33, no. 2 (September 2006): 151–62. http://dx.doi.org/10.1086/506296.

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Babu, J. Ramesh, Dr G. Ravindra Babu, and CH Karuna Sree. "Optimization of Advertising Media Scheduling Through Goal Programming." International Journal of Scientific Research 3, no. 2 (June 1, 2012): 294–97. http://dx.doi.org/10.15373/22778179/feb2014/94.

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Soh, Hyeonjin, Leonard N. Reid, and Karen Whitehill King. "Trust in Different Advertising Media." Journalism & Mass Communication Quarterly 84, no. 3 (September 2007): 455–76. http://dx.doi.org/10.1177/107769900708400304.

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Trust has been investigated by behavioral and social scientists from different disciplines. Despite the interdisciplinary research, studies of advertising trust are not abundant in the literature, though both academic and trade investigations have incorporated and measured the construct. This study was conducted to examine consumer trust in different advertising media and the relationship of that trust to media credibility. Results indicate that (1) advertising media are neither especially trusted nor distrusted by consumers; (2) there is variation in consumer trust across different advertising media; (3) trust in specific ad media is differentially associated with education and income; and (4) trust in advertising media and media credibility are correlates, though trust in advertising is distinct and separate from the credibility construct.

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Dissertations / Theses on the topic "Advertising and media"

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Hong, Jongpil. "Advertising media models for internet reach/frequency estimation /." Digital version accessible at:, 1998. http://wwwlib.umi.com/cr/utexas/main.

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Åhlund, Angelica. ""Girl Power in Advertising" : A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157165.

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Advertising is increasingly, and has become one of the most powerful forms of global communication. It is one of the most influential tools in spreading ideas about gender, ethnicity and sexuality that create perceptions. Advertising has becoming increasingly global due to the globalization of the Western society and culture. This creates a need for intersectional awareness in advertising in order to avoid communicating inequalities. This bachelor thesis examines and analyze how femininities are articulated in advertising that exists within the contemporary context of popular feminism. Specifically, it offers an analysis of how postfeminism as a contemporary formation of feminism informs these advertising campaigns. The study examines two visual commercials, one from Adidas Originals and one from H&M. A multimodal semiotic analysis was used to analyze the empirical material in order to find out its meanings. The result indicates that the two advertising campaigns from H&M and Adidas Originals presents various and diverse forms of femininities by showcasing women with different looks, bodies and ethnicities. H&M’s commercial showcase women who are seen as empowered, confident and who acts out in different environments. Adidas Originals rather puts emphasis on showcasing women and men who speaks about issues concerning gender, body image and ethnicity. Both campaigns, it is argued, articulate and negotiate a discourse of postfeminism.

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Vedrashko, Ilya. "Advertising in computer games." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/39144.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006.
Includes bibliographical references (leaves [67]-[74]).
This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds.
by Ilya Vedrashko.
S.M.

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Leavitt, Stacey. "Disability, identity and media : paralympians in advertising." Thesis, Lethbridge, Alta. : University of Lethbridge, Dept. of Kinesiology, c2012, 2012. http://hdl.handle.net/10133/3294.

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This thesis explores representations of Paralympians within media and advertising. Scholarly research on disability is extremely limited, with current research focusing on print media, and few studies going as far as to perform a discourse analysis. Media representations play a prevalent role in constructing “disability” and have the power to define what it means to be a disabled person. Using a poststructural theoretical framework, I undertake a critical discourse analysis of television advertisements produced by Nike and Visa to uncover what narratives regarding disability are circulating with regularity. I find these advertisements featuring Paralympians serve to reproduce the myth of the “supercrip”, failing to acknowledge the complexity of individual experiences of those living with disabilities. Further, the simultaneous celebration and marginalization of Paralympians, a key dialectic found within these advertisements is indicative of a larger polemics circulating with regularity regarding people with disabilities within our increasingly neoliberal society.
v, 117 leaves ; 29 cm

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Cui, Renhao. "Improved Utilization of Advertising through Social Media." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1606917819967971.

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Aspén, Lisa. "Art and Advertising." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12540.

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The thesis examined whether there is a distinct boundary between art and advertising. The collected data showed how art and advertising are linked to each other and also differ from each other, in particular through the latter half of the 1900’s. What was happening in society came to have great impact on what happened in art and advertising. In postwar Germany, capitalism realism evolved from the German pop art where the art was removed from the art gallery and placed on the streets where the people were, in an era that was characterized by a gap between the rich and the poor. Capitalism Realism went on to advertising which at the time was using the techniques of subliminal persuasion and later turned into a post-modern advertising. The study included examples of artists who collaborate with advertising, where advertising has worked artistically and how the artist became a trademark. The study also showed that there are strong objections in the art world to working with advertising, but not vice versa. Advertising seems happy to work with arts.

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Maitland, Nicholas James. "Spinning Media: Understanding how snowboarding video producers incorporate advertising into subcultural media." Thesis, University of Canterbury. Media and Communications, 2015. http://hdl.handle.net/10092/11053.

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Snowboard media producers attempt to create subculturally relevant videos that connect with the audience. Videos provide the opportunity to report and document snowboarding activity, highlight new developments and provide visibility to prominent participants and associated businesses. Being a well-known and esteemed snowboarding participant is advantageous to being a producer, as it provides an identifiable cultural capital and implies a trustworthy ‘by-riders-for-riders’ philosophy. Connecting with the viewers is vital, as the audience plays a role in the distribution of videos by sharing and endorsing them through their social networks. Motivating factors in audience media sharing, also known as media spreading, include status seeking, improving credibility, personal satisfaction and personal expression. Snowboarding was founded on anti-mainstream and anti-commercialism beliefs, which means that incorporating advertising and promotional messaging could negatively impact on audience connection. Yet, filming and producing snowboarding videos is difficult and expensive. Advertising represents an opportunity to attract funding and support to assist with production costs and, ultimately, provide profit. In order to accommodate advertising into their videos, producers are sometimes required to compromise their standards. This compromise represents a threat to audience connection. Producers believe that high quality, innovative snowboarding action footage provides the best opportunity to wow the audience. Various forms of advertising, including stealth marketing, sponsored journalism, and hybrid messaging, are often displayed in the moments between action footage shots, but advertising compromise can also affect action footage, particularly on client-funded projects. How advertising is incorporated can also depend on the industry the advertiser operates in. Alcohol brand advertising is identified as highly restrictive due to legal implications and public perceptions. Advertisers from businesses strongly related to the snowboarding subculture are more aware of their competitors’ presence in videos, which can cause conflict. Ski field support can be varied, despite high levels of visibility in the videos.

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Swain, Matthew D. "Changes in media mix for leading national advertisers (2003 - 2005) /." Online version of thesis, 2007. http://hdl.handle.net/1850/4491.

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Thesis (M.S.)--Rochester Institute of Technology, 2007.
Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)

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Fingalsson, Linn, Katalina Palma, and Sindi Sheri. "Attitude is everything : towards social media mobile advertising." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44828.

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Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. A model was presented in order to have a clear picture of the existing theories in this field. Methodology: The authors used a qualitative research and the method chosen for data collection was semi-structured interviews and a case study, Snapchat (mobile application). Conclusions: After this process the authors could conclude that consumers’ attitudes towards mobile advertising in social media were negative. The strongest feeling among consumers that would influence their attitudes was irritation. The consumers’ negative attitudes can be related to control. When giving them control their attitudes can be positive. Rewards can positively influence consumers’ attitudes as well. According to the findings in this study high rewards should be given to consumers in high engagement situations.

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Khim, Vanessa. "Pharmaceutical direct-to-consumer advertising and print media /." Click here to view, 2009. http://digitalcommons.calpoly.edu/grcsp/9.

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Thesis (B.S.)--California Polytechnic State University, 2009.
Project advisor: Harvey R. Levenson. Title from PDF title page; viewed on Jan. 20, 2010. Includes bibliographical references. Also available on microfiche.

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Books on the topic "Advertising and media"

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Walsh, Michael F. Advertising media decisions. [Washington, D.C.?]: U.S. Small Business Administration, Office of Business Development, 1988.

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W, Jugenheimer Donald, and Turk Peter B, eds. Advertising media sourcebook. 3rd ed. Lincolnwood, Ill., USA: NTC Business Books, 1989.

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B, Baron Roger, ed. Advertising media planning. 7th ed. New York: McGraw-Hill, 2010.

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B, Baron Roger, ed. Advertising media planning. 6th ed. Chicago: McGraw-Hill, 2002.

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Turk, Peter B. Advertising media sourcebook. 4th ed. Lincolnwood, Ill: NTC Business Books, 1997.

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Sissors, Jack Zanville. Advertising media planning. 3rd ed. Lincolnwood, Ill., USA: NTC Business Books, 1989.

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Sissors, Jack Zanville. Advertising media planning. 4th ed. Lincolnwood, Ill., USA: NTC Business Books, 1993.

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Sissors, Jack Z. Advertising media planning. 3rd ed. Lincolnwood, Ill: N.T.C. Business Books, 1989.

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Barban, Arnold M. Advertising media sourcebook. 3rd ed. Lincolnwood, Ill: NTC Business Books, 1989.

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Lincoln, Bumba, ed. Advertising media planning. 5th ed. Lincolnwood, Ill., USA: NTC Business Books, 1996.

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Book chapters on the topic "Advertising and media"

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Brewer, Gayle. "Advertising." In Media Psychology, 63–80. London: Macmillan Education UK, 2011. http://dx.doi.org/10.1007/978-0-230-35720-4_5.

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Ha, Louisa. "Advertising Effects and Advertising Effectiveness." In Media Effects, 275–89. Fourth edition. | New York, NY : Routledge, 2020. |: Routledge, 2019. http://dx.doi.org/10.4324/9780429491146-18.

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McStay, Andrew. "Media Hacking." In Digital Advertising, 97–110. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-49435-1_7.

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Percival, John. "HTML5 Media." In HTML5 Advertising, 149–87. Berkeley, CA: Apress, 2013. http://dx.doi.org/10.1007/978-1-4302-4603-9_7.

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Meech, Peter. "Advertising." In The Media in Britain, 25–40. London: Macmillan Education UK, 1999. http://dx.doi.org/10.1007/978-1-349-27556-4_2.

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Alhabash, Saleem, Juan Mundel, and Syed Ali Hussain. "Social Media Advertising." In Digital Advertising, 285–99. Third edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315623252-16.

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Hardy, Jonathan. "Advertising and media." In Branded Content, 3–34. London: Routledge, 2021. http://dx.doi.org/10.4324/9781315641065-2.

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Funk, Tom. "Facebook Advertising." In Advanced Social Media Marketing, 75–101. Berkeley, CA: Apress, 2012. http://dx.doi.org/10.1007/978-1-4302-4408-0_5.

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Cortese, Anthony J. "Advertising." In The Routledge Companion to Media and Race, 148–59. London ; New York : Routledge, Taylor & Francis Group, 2017.: Routledge, 2016. http://dx.doi.org/10.4324/9781315778228-14.

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Medoff, Norman J., and Barbara K. Kaye. "Advertising." In Now Media: The Evolution of Electronic Communication, 237–77. 4th ed. Other titles: Electronic media Description: Fourth edition. | London; New York : Routledge, 2021.: Routledge, 2021. http://dx.doi.org/10.4324/9781003020721-9.

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Conference papers on the topic "Advertising and media"

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Siringoringo, Hotniar. "Advertising Skepticism and Media Credibility." In International Scientific Days 2018. Wolters Kluwer ČR, Prague, 2018. http://dx.doi.org/10.15414/isd2018.s2-3.11.

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Mattke, Jens, Lea Müller, Christian Maier, and Heinrich Graser. "Avoidance of Social Media Advertising." In SIGMIS-CPR '18: 2018 Computers and People Research Conference. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3209626.3209705.

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Gordiienko, T. O. "The rise of membership model in the Ukrainian media." In JOURNALISM, ADVERTISING AND PR: EUROPEAN DEVELOPMENT DIRECTION. Baltija Publishing, 2021. http://dx.doi.org/10.30525/978-9934-26-118-3-13.

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MADANIA, INNAS SHIFA, and FADILLAH FADILLAH. "Mixed Reality: Future Media of Advertising." In International Moving Image Cultures Conference. Film Department Universitas Multimedia Nusantara, 2019. http://dx.doi.org/10.31937/imoviccon-8.

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Madania, Innas Shifa, and Fadillah Fadillah. "Mixed Reality: The Future Media of Advertising." In International Moving Image Cultures Conference. Film Department Universitas Multimedia Nusantara, 2019. http://dx.doi.org/10.31937/imov-8.

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Palmer, Laura A. "Understanding social media advertising in higher ed." In the 30th ACM international conference. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2379057.2379079.

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Farakhshina, O. M. "Features Of Native Advertising In Rostov Media." In 18th PCSF 2018 - Professional Сulture of the Specialist of the Future. Cognitive-Crcs, 2018. http://dx.doi.org/10.15405/epsbs.2018.12.02.185.

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Eftekhar, Milad, Saravanan Thirumuruganathan, Gautam Das, and Nick Koudas. "Price trade-offs in social media advertising." In the second edition of the ACM conference. New York, New York, USA: ACM Press, 2014. http://dx.doi.org/10.1145/2660460.2660462.

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Golubkova, Ekaterina. "The Potential for the Transformation of Public Space in Yekaterinburg via Non-Standard Advertising Media." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-53.

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In the article, the author considers the influence of new advertising media on the establishment of public space and the transformation of the urban environment of Yekaterinburg. Though popular in Europe, the sociocultural phenomenon Ambient media remains insufficiently studied in contemporary Russia. Ambient advertising has the ability to change the usual urban space in a special way, overcoming environmental alienation and modelling the environment into a comfortable and safe one, therefore developing the public life of the city, making it attractive and creating ‘places of attraction’ for city dwellers. The author carried out an in-depth interview with representatives from the advertising community in Yekaterinburg (N = 22) to research into expert views on unconventional media, and to study expert appraisal of how the new form of advertising communication, Ambient media, impacts the urban environment of Yekaterinburg. The interviewed experts were specialists in advertising and marketing. Main occupation: advertising project management, creative strategies, outdoor ads, event-marketing, PR with a status of an advertising agency or department in the city of Yekaterinburg. Gender profile: 50% males, and 50% females; all aged between 27 and 50. Our study has revealed that advertisement experts regard Ambient media to be a very promising tool in terms of their professional practice, including in regards to the transformation of ambient urban space. Respondents note a correlation between the propagation of Ambient- objects in the city and public space formation. Non-standard media can fill the city with new meanings of freedom and creativity, helping to overcome feelings of alienation and creating new comfortable and safe spaces that people recognise as ‘their own’. Ambient-objects are moreover a source of pride for various social groups of citizens, as they contribute to the formation of a new image of Yekaterinburg: a unique, modern art centre, a city of freedom and creativity.

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Chen, Chien-Wen, Wen-Shin Liu, Wen-Kuo Chen, Pi-Ying Hsu, and Ya-Ting Tang. "Exploring Consumers’ Purchase Intention to Social Media Advertising: The Role of Advertising Clicks." In IC4E 2021: 2021 12th International Conference on E-Education, E-Business, E-Management, and E-Learning. New York, NY, USA: ACM, 2021. http://dx.doi.org/10.1145/3450148.3450174.

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Reports on the topic "Advertising and media"

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Tella, Rafael Di, and Ignacio Franceschelli. Government Advertising and Media Coverage of Corruption Scandals. Cambridge, MA: National Bureau of Economic Research, October 2009. http://dx.doi.org/10.3386/w15402.

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Walsh, Patrick J. U.S. Army Recruiting: Improving Advertising, Community Outreach, and Social Media. Fort Belvoir, VA: Defense Technical Information Center, March 2010. http://dx.doi.org/10.21236/ada521796.

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Athey, Susan, Emilio Calvano, and Joshua Gans. The Impact of the Internet on Advertising Markets for News Media. Cambridge, MA: National Bureau of Economic Research, September 2013. http://dx.doi.org/10.3386/w19419.

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Ivanova, Iryna, and Elena Afanasieva. MODEL OF INTERACTION BETWEEN ADVERTISING, PR AND JOURNALISM. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11060.

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The article is an overview of the journalism – PR – advertising relationship at the terminological, empirical-analytical and practical levels. It traces the state of the discussion of these correlations in the post-soviet media such as Ukraine. The study describes that domesticating the importance of the appropriate partnership between the three communication technologies. The thesis is that journalism, advertising and PR create a mutual connection that takes place in an atmosphere of PR and advertising permissiveness and deepens with the development of digitalization, Social network development. The present research is based on a comprehensive approach. The inductive and deductive methods are adopted to discuss theoretical materials, and the interdisciplinary research method is used to detect PR-specific features as a philosophy of a new journalism project. The interpretive approach, usually employed to analyze media text as a complex synthetic structure, was also taken into consideration. The analytical method application identified the modern means of substantiating the ideological, esthetical and informative value of brand journalism and spin doctor. The innovative character of modern media as a behavioral strategy in the advertising and PR industry consists in the fact that it is a form of creative production and behavior rather than adapting a specific communication situation. The article examines the main directions of contemporary interactions between PR, advertising and journalism as a media content creation. In this context, it is asserted that advertising, journalism and PR activities can contribute to the creation of media content. At some point, good media content is achieved not only as a result of this competition but also from the correlation between PR, advertising and journalism.

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Beattie, Graham, Ruben Durante, Brian Knight, and Ananya Sen. Advertising Spending and Media Bias: Evidence from News Coverage of Car Safety Recalls. Cambridge, MA: National Bureau of Economic Research, October 2017. http://dx.doi.org/10.3386/w23940.

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Chiou, Lesley, and Catherine Tucker. Fake News and Advertising on Social Media: A Study of the Anti-Vaccination Movement. Cambridge, MA: National Bureau of Economic Research, November 2018. http://dx.doi.org/10.3386/w25223.

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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.

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Sun, Jing, and Ting Chi. The Choice of Channel for Social Media Advertising by Apparel Firms: The Perspective from Institutional Isomorphism. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8241.

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Winseck, D. Growth and Upheaval in the Network Media Economy in Canada, 1984-2019. Canadian Media Concentration Research Project (CMCRP), Carleton University, November 2020. http://dx.doi.org/10.22215/cmcrp/2020.1.

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This report examines the development of the media economy over the past thirty-five years. Since beginning this project a decade ago, we have focused on analyzing a comprehensive as possible selection of the biggest telecoms, Internet and media industries (based on revenue) in Canada, including: mobile wireless and wireline telecoms; Internet access; cable, satellite & IPTV; broadcast television, specialty and pay television services as well as Internet-based video subscription and download services; radio; newspapers; magazines; music; Internet advertising; social media; operating systems; browsers, etc.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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Abstract:

The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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