Modern Tendencies in the Use of Internet Advertising

During the development stage of marketing, the methods, approaches, and theories needed to achieve different goals were constantly changing. That applies to marketing as a field of practical activity and also as a subject of scientific research. Those brands that were able to produce a marketing policy compatible with the new reality kept their place in the market and, accordingly, the development perspective. Today, the Internet has become an effective means of achieving marketing goals. Integrated marketing communications is not only unthinkable without the Internet, but it is also one of its main components. "Internet advertising" includes the methodology and approaches that modern companies use in the managing process of integrated marketing communications in the Internet space. Internet advertising is not only effective but one of the most significant components in the process of implementing marketing goals in modern markets. The main goal of the research is the analysis of the features and methods of Internet advertising, which determine the user behavior at different stages of the purchase, as well as in terms of activity in the Internet space.