The Russian Advertising Market and Relevant Indicators of its development

Abstract

This research aims to update the system of indicators of the advertising market taking into account the situation in today's Russia. The author shows that traditional indicators of the sphere's development and relevance during relatively stable economic periods are subject to correction in crisis conditions. Crisis conditions have an impact on political, social and legal factors and other factors not bearing a direct relation to the economy; these conditions challenge quantitative assessments, and this is revealed and considered. Moreover, the tendencies of globalization, integration and concentration in advertising are highly specific due to the revolutionary, almost-from-ground-zero development of the sphere in Russia in the 21st century, with the resulting demand for well-oiled mechanisms in the West that have evolved over a hundred years. Another serious factor pointed out in the research is the large-scale restructuring of communications, replacing classical mass media with media-digital formats that, in these conditions, render a number of indicators scarcely informative.

The renewal of approaches to interpreting quantitative and qualitative macroeconomic indicators of the advertising market's development ensures the obtainment of data. Based on this, inferences can be made regarding the trends of development for various kinds of advertising media and media-segments as well as forecasts regarding real solvent demand of the major merchandise group advertisers for communications products.