THE PROBLEM OF SELECTION OF THE NEW ADVERTISING TECHNOLOGIES IN THE JEWELRY INDUSTRY

The problem of the selection of the new advertising technologies (NEW-AD-TECH) by the jewelry sellers is discussed. There are analyzed the reasons of this problem, such as: the lack of terminological clarity in NEW-AD-TECH, specific NEW-AD-TECH features and lack of relevant structured information about the NEW-AD-TECH. There is postulated theoretical inconsistency of the existing methods of selecting advertising media to select NEW-AD-TECH because of the fact that the advertising means is only one of the advertising technology’s components. The methodology of selection NEW-AD-TECH is based on the methodology Hype Cycle Gartner and takes into account the specifics of the jewelry industry. There are shown the results of the proposed method’s testing at the array collected by the authors of structured information describing 79 NEW-AD-TECH. The results of the information analysis are used to derive the conclusions about the use of 5 NEW-AD-TECHs in the advertising of jewelry - Digital Offers; Free Format Projection; Social Gaming Ad Networks; Social Media Marketing Platforms and Eye Tracker.