Bulakh T. Advertising Communication in the Book Industry: Theoretical and Methodological Aspect

The thesis touches upon the issue of theoretical and methodological principles of the development of the system of advertising communication in the book industry under the conditions of globalization of the sociocommunication space. The author analyzes the degree of scientific development of the problem in the theory of social communications. For the purposes of discussion, the author highlights the pre-publishing, publishing, mass media and multimedia stages of development of the advertising and communication field of the book industry. It was found that the main factors that influenced the formation of the advertising and communication sphere were the scientific and technological progress and the general civilization progress of humanity. It was technological advances that helped to institutionalize the publishing business and subsequently diversify its advertising potential in spreading the advertising information not only about books, but also about a variety of goods and services on the pages of publications. It is established that advertising communication in the book industry is distinguished by its simultaneous affiliation with commercial and noncommercial communication systems, the necessity to differentiate the advertising of a work product and a book as a material carrier, the possibility of using both the axial and retial reciprocal interaction with the consumer. It is determined that the uniqueness of the phenomenon of advertising communication in the field of book publishing and book distribution is that it is carried out by all subjects of the book publishing industry and continues at all stages of the life cycle of the publication as a product that ensures the continuity of its impact on the consumer. The author updates the terminology of book science and proposes to introduce the concept of propaedeutic, production and promotion of advertising and communication subsystems; the correlation between concepts “advertising” and “advertising communication” is established; the details of the concept “quality of the publication” and its component composition are described. It is established that the specific features of Internet advertising reflect the following features of the classification: the distribution method of advertising material; the distribution channel; the presentation form of advertising information; the way to create an advertising product. Among the theoretical problems of the classification that require the attention of specialists, the author highlights the need to improve the classification of digital advertising, the ordering of information about an ambient advertising message, the correction of signs and types of Internet advertising, mobile and internal advertising, and so on. The thesis provides insight into the innovative approaches and methods that are already being applied or can be used in the advertising and communication sphere of the book industry nowadays. It has been proved that the reserves of improving the efficiency of the advertising and communication subsystem of the book industry are related to the development of information and computer and Internet technologies, which led to the emergence of fundamentally new methods, approaches and methods for promoting publishing products.