COMPILING OF THE SEMANTIC KERNEL AS A BASE OF INTERNET MARKETING COMMUNICATIONS OF A MACHINERY ENTERPRISE

The paper considers the notion of the semantic kernel for the automatic search system; its definitions in the today’s science are analyzed. The studies of the semantic kernel usage in the contemporary national and foreign science, its importance in the marketing communications of a machinery enterprise have been considered. Approaches to the semantic kernel compilation have been developed. Classification of key words and the logic of their selection, depending upon their designation, are suggested on the material of an advertizing campaign for a machinery enterprise. Importance of the landing page’s content and the results of testing the kernel on the target visitors are emphasized. The reasons for inefficient contextual advertising activity are revealed.