CURRENT TRENDS IN ADVERTISING DEVELOPMENT IN THE CONTEXT OF GLOBAL CHALLENGES

Abstract

The article is devoted to identifying current trends in advertising development in the context of new global challenges. It has been established that advertising is rapidly acquiring new characteristics and becoming increasingly digital, as well as transforming to meet the needs of businesses and individual consumers. A list of contemporary advertising features has been compiled, including relevance, social responsibility, meaningfulness, convenience, flexibility, emotionality, creativity, personalization, measurability, etc. In the global market advertising is taking on new forms, including targeted, native, influencer, and content marketing, as well as the Human to Human concept, while adhering to the principles and norms of ethics, privacy, and transparency, and using artificial intelligence, machine learning, virtual reality, etc. An analysis of statistical indicators describing global advertising expenditures, advertising expenditures in relation to GDP in countries around the world, and expenditures on specific types of advertising was conducted. It was found that the leaders in terms of the ratio of advertising expenditure to GDP are the United Kingdom, the United States, Japan, China, Australia, Sweden, New Zealand, and Canada. It was revealed that global challenges have influenced trends in advertising expenditure. It is noted that current advertising reflects the demands of the times in which society lives and business develops. It is emphasized that through the use of traditional and innovative marketing tools, advertising provides emotionality, responsiveness, positivity, connection with consumers, affirmation of ideals, and the ability to adapt to changing customer needs and preferences. It has been established that despite generally recognized trends in the development of modern advertising, unique features continue to exist within individual countries, which are perceived as part of cultural communication, reflect the cultural values of the target audience, and influence the results of international marketing initiatives. It has been substantiated that in order to ensure success in international advertising markets, companies must take into account both contemporary global challenges and local characteristics.