, , , , SPECIFICITY OF ADVERTISING AND PUBLIC RELATIONS IN THE SPHERE OF INFORMATION AND COMMUNICATION TECHNOLOGIES // BSU bulletin. Economy and Management. - 2023. №2. . - С. 33-47.

SPECIFICITY OF ADVERTISING AND PUBLIC RELATIONS IN THE SPHERE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

DOI: 10.18101/2304-4446-2023-2-33-47 UDK: 659.127.3

At present, the sphere of ICT (information and communication technologies) is developing rapidly, new technologies and inventions appear, as well as terms that need to be told to the target audience (TA) of the company. Target audiences are becoming more and more demanding of the content and communication channels used by companies' ICTs, ap- plying the concepts of "processability", "innovativeness", "uniqueness" to the ways of transmitting information and to the data itself. Organizations in this segment need to con- stantly explore the channels and tools, as well as invent new ones in order to satisfy the de- mand of the public, and to build the most effective communication with all target groups. The difference in the level of knowledge of each target audience also determines the devel- opment of a unique approach for communication with each target audience. It is worth not- ing that the purchase cycle is an important factor in this segment, since target audiences are less likely to purchase goods or use the services of ICT companies. In this regard, organiza- tions in this segment are especially interested in increasing loyalty and emotional attach- ment, building long-term relationships with the target audience. It is for the above reasons that the identification and analysis of the most effective advertising and PR channels and tools in the field of ICT is an urgent research problem.

advertising, public relations, target audiences, effectiveness, content, relationship marketing, information and communication technologies.