INFLUENCE OF INNOVATIVE TECHNOLOGICAL ADVERTISING PRODUCTION SOLUTIONS IN PROCESS OF TRAINING OF ADVERTISING AND COMMUNICATION SPECIALISTS

Abstract

In the market with the growing demand of technological support in advertising production, companies cannot operate without usage of innovative and attractive advertising technology and its tools. Knowledge of advertising technologies is very important for students of Advertising or Public Relations programmes. An advertising manager, a communication specialist, needs an understanding of advertising production technologies to be able to select and effectively use the most appropriate advertising tools, talk to professionals, and coordinate the needs of ad creators, manufacturers, and clients. And lastly, participate effectively in advertising and communication business processes. A quantitative study “The Impact of Innovative Technology Solutions on Advertising Production Processes in the Training of Advertising and Communication Specialists” was conducted. The results of the study confirm that knowledge of advertising technologies is a competitive advantage of a young advertising and communication specialist and that in the training process “Advertising production technologies” course is needed not only in the program of advertising manager but also for future public relations specialists. By studying advertising technology, students acquire the knowledge needed to create and produce digital and traditional advertising products, which enables graduates to work in advertising or public relation fields. The paper investigates what innovative advertising production technologies are important to students of Advertising Management and Public Relations programmes at Vilniaus kolegija/University Applied Sciences Faculty of Business Management.