Development of advertising in the Republic of Kazakhstan

Fast development of communication on the one hand and active search for the ways to influence the decision-making process of consumers on the other by manufacturers and product sellers bring to increased division of labour in advertising. Advertising market is becoming one of the most dynamically developing sectors of any country and its significance on the growth of product markets is always rising. Advertising market of Kazakhstan is a developing segment of the national economy. Changes in advertising market depend on various factors. This article analyses the current state and future development of the advertising market based on collection and analysis of theoretical and practical states of development of advertising as a marketing channel of spreading information about products or services. The works of local and foreign scholars, statistical reports of the Statistics Committee, analytical reports of IMSI Elim marketing agency that makes research on advertising market development of Kazakhstan were studied. It should be noted that advertising market of Kazakhstan is continuing to experience changes and the budget restructuring in future will be in favour of internet advertising. According to the results of the research, we conclude that there is a deceleration in growth of the volume of advertising services as a whole, especially in outdoor advertising and radio segments, which arise the necessity of transition of traditional mass media into worldwide web, which provides wider opportunities for advertisers and enhances the direct communication with target audience.

маркетинг, жарнама қызметтері, маркетингтік коммуникациялар, тұтынушы, әлеуметтік желі, жарнама нарығы, интернет-жарнама, marketing, advertising services, marketing communications, consumer, social network, advertising market, Internet advertising, маркетинг, рекламные услуги, маркетинговые коммуникации, потребитель, социальная сеть, рынок рекламы, интернет-реклама

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