The article is devoted to the analysis of the evolution of advertising communication management strategies in the context of digital transformation. The paper examines the key stages in the development of advertising activities: from the dominance of traditional media and one-way broadcasting to modern flexible, personalized and interactive strategies based on big data analysis, automation and omnichannel. The author covers in detail the theoretical foundations of advertising management, starting from the classical AIDA model and the concept of integrated marketing communications (IMC) to modern digital practices, including the use of programmatic advertising, CRM analytics, end—to-end monitoring and personalized targeting. Special attention is paid to the specifics of strategies in the digital age, such as user engagement, cross-platformism, the formation of a unified user experience, as well as the strategic importance of user-generated content (UGC) and the ethics of advertising practices. A separate section highlights the current challenges of advertising management — the phenomenon of banner blindness, stricter regulation of personal data processing, and the need to develop trusting relationships with the audience.
Korshunov et al. (Wed,) studied this question.