FEATURES OF ADVERTISING COMMUNICATION IN THE INDUSTRY

The main components of trade advertising and communication subsystem of the book industry were considered. Depending on the communication environment and the magnitude of the spread, we offered to allo- cate shop non-electronic, non electronic offstore, electronic shopping and electronic components in offstore trade advertising communication. It is proved that non-electronic and electronic subsystems should be considered with account to the efficiency of the impact of verbal and nonverbal components of the advertising communication, the intensity and the effectiveness of which are still significantly different depending on exactly communicative environment