Improvement of Marketing Technologies for Russian Advertising Market Research

Submitted: Aug 10, 2013; Accepted: Sep 6, 2013; Published: Sep 11, 2013 Abstract: A market of services that provide communications between B2B, B2G, B2C segments and inside these segments is referred to as advertising market. Today advertising market is the one of the most dynamically growing market in the world and an important sector of economy. It is characterized by high rate of turnover of capital. Advertising market coexists with the other markets and develops according to the general lows of market economy. But despite the boost of advertising industry there are no preliminary tests to evaluate efficiency of advertising investments. Modern marketing technologies being the system collection of methods, tools and approaches to obtain market objectives are efficient marketing research tool that allows to increase accuracy and predictability of planned results of marketing activity. But marketing technologies used by the largest research companies are not innovative; they are not adapted to special features of Russian market and provide low accuracy of predicted data. The article reviews modern marketing technologies, discovers their limitations in evaluating and analysis of Russian advertising market, defines direction of improvement of marketing technologies and provides the ground for adaptation technique of marketing technologies to Russian advertising market that takes into the account regional differentiation and polarized economy.