Expansion of inter-action with consumer in modern advertising

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Ivan A. Petuhov

PhD Student, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: petuhovivan@list.ru

Section: Advertising and Public Relations

The present article is concerned with a problem of interaction with a consumer in the modern advertising, an author is analyzing creative approaches to the consumer, where the consumer's role as a subject of advertising is expanding, exploring advertising campaigns based on the interaction with consumer, and making the conclusions about how much the advertising opportunities can satisfy growing needs of the today’s consumer.

Keywords: interactivity, interaction, consumer, creative advertising