PODCASTING AS A MARKETING COMMUNICATIONS TOOL

In this study podcasting has been analyzed as a potential tool of marketing communications based on an examination of previous works. The interpretation of the concepts «podcast» and «podcasting» is given and the most relevant one is determined, based on the theory of marketing and modern processes of society. The latest research in this area was analyzed with an example of the United States and countries of Western Europe. Possible ways of using this technology in marketing are given based on specific companies which are offering their services in podcasting. The main practical characteristics of podcasting were identified and integrated with other traditional tools of marketing communications. The main aspects were identified, which need to be paid attention to when using a podcast for commercialization purposes.