The role of sociological research in the planning of advertising campaigns

Musatova Sima Andreevna, Dovzhik Galina Vladimirovna

The article presents the features of the promotion of premium products; main characteristics, audience, motives of consumption, differences from the mass market, which affects the choice of relevant values and interests of the TA communication channel; Available types of luxury consumption: social and personal. Analyzed the nature of competition in the industry of luxury. The features of the promotion of luxury brands in Russia on the example of campaigns of brands such as Louis Vuitton, Gucci are considered. Digital marketing as an indispensable communication tool for leading luxury brands with an audience, especially with young consumers under the age of 30.

Keywords:marketing communications, omnichannel marketing, advertising campaigns, target audience, digital marketing