The Vectors of Advertisement Activity of ˝Book Club "Domestic Leisure Club"˝
Description
At the end of the previous century the Ukrainian publishing industry faced a rather new problem dealing with the launch of marketing strategies for developing book business. The market economy in the field of Ukrainian book industry stipulated the process of shaping advertisement politics of publishing houses. Numerous researchers called to the issues of making of marketing strategy and advancement of books. Analysing, systematizing and summarizing scientific works of many scholars, the basic elements of advertisement activity were set in the field of book business. The aim of the article is to distinguish the features of advertisement politics of “Book Club "Domestic Leisure Club"” at the market of the printed products. The review of traditional methods of popularizing “CDL” editions is carried out in the paper, the features of marketing strategies of “Book Club” are traced while the influence of web-site is reflected on success of publishing houses with the sale of the licensed books in a digital format. The actuality of subjects of books is in-process investigational as one of effective factors of advancement of “CDL” editions, tendencies are considered to reedit books in a cinema cover after their screen version and to bring in known persons and authors to the advertisement of editions. The review of features of advertisement activity of “Book Club "Domestic Leisure Club"” allows finding out that helps a publishing house to occupy front-rank positions at the market of the printed products. During the research the most effective elements of marketing strategies of publishing house were certain, the traditional and newest methods are certain popularization of editions, the advantages of advancement and advertisement are analysed in activity of “Book Club "Domestic Leisure Club"”. The influence of Ukraine’s unstable political situation is in-process reflected on creation of new advertisement campaigns of publishing houses, popularization of the Ukrainian component is under analysis in the last year’s editions.
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References
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