Oleksandr Pushkar, Yuliia Kurbatova


The article deals with the approach to developing an advertising multimedia product for the promotion or sale of goods or services. Under the advertising product is an advertising video, an interactive commercial, 3-D advertising, virtual and augmented reality, an online store. Based on the analogy method, a diagram of the process of perceiving the advertising multimedia product by the user is presented. The use of the hybrid approach of customer development for updating the multimedia product and taking into account the virtual values of users is substantiated. Developed scenarios for the development of a multimedia product, depending on the results of achieving the planned goals. The sequence of multimedia product development is proposed based on the convergence of face-to-face and screen-to-screen approaches.

 JEL: А13, С80, С88.

Ключові слова

Multimedia product; perception; virtual values; face-to-face; screen-to-screen.

Повний текст:



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