Advertising in the marketing communications system as the main way of development of modern entrepreneurship

Tungyshbai Akerke Omirtaikyzy

Karaganda Technical University named after Abylkas Saginov

Scientific supervisor Kernebaev A. S. Doctor of PhD.,

Shohabaeva A.S. Master's degree

Advertising in the marketing communications system as the main way of development of modern entrepreneurship

Definition of advertising and its importance in modern business

In today's dynamic business world, where competition is becoming increasingly fierce, effective communication with consumers is becoming an essential condition for successful entrepreneurship. In this context, advertising, being a powerful tool of marketing communications, acts as a catalyst for the development of modern business.

Advertising, in its essence, is a strategic process of creating and distributing information in order to attract attention to a product, service or brand. It is not only an information tool, but also a powerful means of shaping the image of the company in the minds of consumers. In today's world, where the flow of information is continuous, advertising becomes a filter that directs consumers' attention to key proposals and concepts.

Advertising plays a crucial role in the formation of brand awareness, its installation in consumer perception and stimulating demand in the market. It is not just a sales tool, but also a way to establish an emotional connection between a company and its audience, which is important for long-term relationships and loyalty.

Advertising is inextricably linked to the marketing communications system, which is a set of interrelated methods of transmitting messages from a company to its audience. This system includes not only advertising, but also public relations, direct marketing and product promotion. The main purpose of the marketing communications system is to create a unified and holistic brand image, which contributes to a better perception of the company in the market.

In the context of constant changes and innovations, advertising acts as an engine for the development of entrepreneurship. Due to its ability to reach many potential consumers and effectively influence their decisions, advertising becomes a key factor in shaping the growth, competitiveness and success of an enterprise in a modern business environment. In this article, we will consider the evolution of advertising, its role in the marketing communications system and prospects for development, emphasizing its importance as an integral element of entrepreneurship strategy in the modern world.

The evolution of advertising

Advertising is a living reflection of social changes, technological breakthroughs and cultural trends. Its history begins long before the advent of print media and radio broadcasting. In Ancient Rome and Greece, signs with advertisements announced trade offers, services and events.

With the heyday of printing in the 17th and 18th centuries, the first newspapers appeared in which advertising took the form of text ads. With the development of the industrial revolution in the 19th century, advertising began to use illustrations and logos, and at the end of the century — color posters and billboards.

The 20th century brought the massive spread of radio and television broadcasting. Advertising agencies began to create commercials and campaigns in which sound and visual effects became an integral part. The birth of the Internet at the end of the 20th century introduced new elements into the advertising landscape, bringing it into the digital era.

In the early 1990s, the Internet became available to the masses, opening up new opportunities for advertising. The first banners and text ads appeared, but they were more experimental than effective. With the development of search engines such as Google, contextual advertising appeared, which was more targeted and effective.

With the development of social media in the early 21st century, advertising has become more personalized and social. Companies could interact with the audience directly, and consumers began to actively participate in the formation of content. Video advertising on platforms such as YouTube has started to gain popularity.

With the advent of smartphones and mobile apps, advertising has become more mobile and accessible. Geotargeting technologies allow you to deliver content to the right place and time, making advertising more contextual. Virtual and augmented reality opens up new horizons for creativity in advertising.

Automation processes and the use of artificial intelligence in advertising are becoming more common. Targeting, analytics, and content creation have become easier and more efficient.

The role of advertising in marketing communications

Advertising is an irresistible tool in creating and maintaining a unique brand image. When a company strives to stand out from its competitors, advertising becomes a brush that colors and outlines the key features of the brand in the perception of consumers. It forms values, brand promise and associations that are reinforced in the minds of customers.

Advertising also contributes to brand awareness. Through the repetition of logos, colors and slogans, it puts strong associations in the consumer's memory, thus creating a stable identification trail. When a consumer sees or hears about an advertising-related product, they automatically associate it with a specific brand, which contributes to long-term commitment.

Advertising serves as a bridge between a company and its audience. It creates not only an opportunity for the company to convey information about products and services to customers, but also participates in a dialogue. Social media and interactive advertising formats allow companies to interact with consumers, receive feedback and better understand their needs.

The emotional side of advertising also plays a key role in making connections. Advertising campaigns that can evoke emotions create a deep and long-term effect. Consumers who have experienced positive emotions in the context of advertising are more likely to share these emotions with the brand, which strengthens the relationship.

One of the main purposes of advertising is to stimulate sales. Advertising campaigns created with an understanding of the needs of the audience can influence purchasing decisions. Targeting advertising to specific consumer groups allows you to accurately position products and services in their perception.

Moreover, advertising not only stimulates current sales, but also contributes to business growth. Successful advertising campaigns create positive impressions and strengthen audience loyalty, which leads to repeat purchases and positive recommendations. It also helps the company expand its market by attracting new customers and taking more profitable positions in the industry.

With the introduction of virtual and augmented reality, advertising gets new opportunities to influence consumers. Interactive advertising campaigns using AR and VR elements can create hyper-realistic visual and emotional experiences. Consumers can interact with products before buying, creating a unique experience and strengthening the brand in their perception.