Landing page in medical sphere as an effective means of influence over the target audience

The article is devoted to the description of a landing page concerned as a new effective product of communication in advertising. The relevance of this study is based on the genre characteristics of the landing page which are not studied enough yet. Studying of landing page as an effective means of influence on a consumer is done considering two segments of the target audience - B2C and B2B that defines the novelty of our research. Landing pages are the material of the research. Directional sampling method was used to choose landing pages on the sites of medical and pharmaceutical institutions. Advertising of medical items and services is specific due to the Federal Law “On Advertising” so that advertiser needs to find effective forms and methods. The authors' aims are to describe genre peculiarities and structure of a landing page and study the ways of attention attraction to medical services and pharmaceutical products. Juxtaposition of landing page and site in done. On that basis differences in structure, goals and functions are revealed. Structural method, lexical and grammatical analysis and communication and pragmatic analysis are used to describe brand landing page, trade landing page, service landing page. Conclusion contains the idea that format of landing (one page / many pages) depends on a target audience (B2B or B2C), on the kind of good/service or on the aim of landing page. There are several distinctive features of a landing page among which are strict structure defined by a given pattern, concentration on one good/service presentation, dialogicity, and interactive interaction with target audience