• O Smyrnova Institute of International Relations Taras Shevchenko National University of Kyiv


Information glut led to significant changes in the structure of communication in the whole and marketing, in particular. It requires absolutely new approaches to the communicative strategies realization. Per day a person gets thousands of advertising messages. Product promotion is a new substance, like water or air. Advertising has become a background. Within the framework of behavioural psychology it means that the product, as the market becomes increasingly saturated, finds it extremely difficultto break through the filter of buyers’ selective perception.The article highlights the issues of filtering through the audience selective perception which underlies a powerful informational message. The conclusion of the author is to change the approaches to the communicative strategies realization.

Author Biography

O Smyrnova, Institute of International Relations Taras Shevchenko National University of Kyiv
PhD, an employee, an expert in the field of emotions and non-traditional marketing


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