Kulakovska V. Book Advertising in the Ukrainian Independence: State, Problems, Perspectives

The thesis is dedicated to the highlights of the status, problems and perspectives of book advertising in the culture of Ukrainian independence. The theoretical grounds of the advertising phenomenon and book advertising in culture of Ukrainian independence are summarized in the thesis, represented in the national and foreign scientific thoughts. Based on awareness of the cultural content of advertisement, its role in the national publishing industry is comprehensively investigated. The systematic analysis of the existing forms, methods, book advertising tools in updated media, printed materials, open advertising, its exhibition forms and internet technologies are provided. Recommendations for the persons of the publishing business with the organization of its interaction with advertising experts and direct on the advertising projects organization, communication with journalists, internet technologies usage, participation in the advertising process are developed. The main tendencies and ways of books advertising optimization in Ukraine are found out.