PECULIARITIES OF ADVERTISING APPLICATION IN ONLINE MEDIA COMMUNICATION POLICY

Abstract

The article describes peculiarities and basic trends of advertising application in forming
online media communication policy. The author specifies the concepts of «communication
рolicy» and «online media» as well as singles out basic types of online media: contextual,
media, multimedia text advertising, special advertising projects. The analysis is
based on online media websites study (TV channels, broadcasting stations, periodicals).
Special attention is paid to online multimedia text advertising. The author states that this
type of online media includes simple texts (text blocks, classified advertising, advertising
journalism genres) as well as complex advertising texts (media kit, advertising online directory,
etc).