Creative Economy: the Concept and Essence, Terms, Incentives, and Peculiarities of Development in Russia and Abroad

Nowadays, the advertising market as an important component of the creative industry plays a significant role in the economic growth of any country. Although there are numerous studies on various aspects of advertising industry in foreign and domestic scientific literature, the issue of segmentation of advertising market in terms of economic and subject characteristics is still insufficiently examined. The purpose of the current study is twofold: first, we seek to determine the clear and comprehensive structure of advertising industry, second, we aim to identify the barriers between segments of players in the advertising industry, their impact on advertising activities and possible practices of overcoming them. For this reason, data will be collected from in-depth interviews with representatives of the advertising market. For the purpose of this study, data will also be collected from online resources Adindex, Mediascope and ACAR to analyze the structure of advertising market. The method of literature analysis will also be used. The current investigation used review of the literature, analysis of statistics and interviewing of representatives of advertising agencies as research methods. The results are anticipated to enable to develop recommendations on how to overcome the barriers between various market segments and to develop a chart depicting the segmentation of advertising market. These findings have important implications for understanding the structure of advertising industry. Moreover, the results can be used by public authorities and representatives of advertising industry.