THE INTERNET ADVERTISING IN THE RESIDENTIAL COMPLEXES PROMOTION

The article shows the Internet advertising specifics in the promotion of residential complexes. There were giving definitions of Internet advertising, its main types and forms. Based on the Internet advertising basic forms there were considered the construction companies promotion. The main objective of the study is to analyze the marketing tools for managing Internet advertising for the promotion of residential complexes in the context of the increasing role of information in the postindustrial society. The methodology concluded such approaches: neoinstitutional (the Internet advertising was considered as a stable social practice), structural and functional (the mechanisms of functioning of Internet advertising in the conditions of modern society) and the network (for studying the basic technologies and methods used in advertising) approaches.