Specific features of communicative advertising of construction goods

Abstract

The article provides research in the sphere of methods and means for promotion of construction brands. Fundamental factors influencing the reconizability and uniqueness of goods and services of a certain segment in the market of construction companies were identified. The main communication channels of advertising messages were determined. The principles of marketing communications and their influence on a customer's consciousness, as well as modern trends of advertising content were singled out. Target audience was researched by its social and economic status, and the interrelation of a certain category of consumers with marketing communication tricks was studied. The categories of advertisement in the market of construction services were reviewed. The examples of advertising media were made, and a list of references were compiled. The conclusion on the key aspects of research was made at the end of the article.