THEORETICAL AND METHODOLOGICAL BASIS OF THE CURRENT STATE OF ACTIVITY IN THE FIELD OF BOOK DISTRIBUTION AND ADVERTISING

UDC 655.55(476)

Shishkina Nadezhda Igorevna – PhD (Philology), Associate Professor, Head of the Department of Editorial and Publishing Technologies. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: shishkina-@mail.ru

Krivoblotskaya Anastasia Aleksandrovna – Master’s degree student, the Department of Editing and Publishing Technology. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: anastasiyakriv2002@gmail.com

DOI: https://doi.org/ 10.52065/2520-6729-2024-285-24.

Key words: advertising and information activities, book trade, bookselling enterprise, publishing assortment, advertising campaign.

For citation: Shishkina N. I., Krivoblotskaya A. A. Theoretical and methodological basis of the current state of activity in the field of book distribution and advertising. Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2024, no. 2 (285), pp. 177–185 (In Russian). DOI : 10.52065/2520-6729-2024-285-24.

Abstract

The bookselling industry has a direct impact on the formation of the socio-cultural space. Book production is a source of information, a means of transmitting cultural values and traditions, historical heritage, an instrument for personal development, strengthening moral guidelines and forming a worldview. The immediate tasks of the book trade are to familiarize consumers with the range of book publishing products, to form interest in the product, to meet the needs of customers and to ensure a high culture of trade. The organization of high-quality trade services provides an opportunity to strengthen the social role of books in society, build favorable relations with consumers, form the image of bookselling enterprises, stimulate the sale of book products and increase economic indicators. One of the main elements of the organization of the culture of trade services is the holding of multilateral advertising events aimed at informing and attracting the attention of the audience to the diversity of the publishing assortment. In the article, the authors have identified an array of scientific and methodological bases for the organization of advertising activities in the bookselling sector. Its analysis is carried out, the degree of study of the issue under consideration is determined from the standpoint of socio-humanitarian sciences. The conclusion is made about the need to adapt the studied concepts and ideas to the current conditions of innovative formation and development of the existing mechanism for organizing advertising and information activities in the book production market.

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06.05.2024