Advertising Concepts Evolution and Benefits of Promotion Robots in the Digital Economy

DOI

10.2991/sicni-18.2019.98How to use a DOI?

Keywords

digital economy technologies, new industrialization; gift concept in advertising; promotion robot; Promobot.

Abstract

The article explores the evolution of advertising concepts and defines specification of the new concept evolving in the conditions of the information society and the digital economy. The authors note that advertising can be considered as information provided as a gift for potential customers. It supports production expansion and stimulates consumer spending. The concept of gift in advertising is defined as the non-market tool which is not based on the market price, implemented in the framework of a company’s competitive strategy. New industrialization transforms all sectors of the economy. A human is replaced by a robot in many activities. At the same time few studies have discussed the possibility of using a robot for advertising. In fact, it remains unknown how a robot can contribute to advertising contexts. The article aims to determine the ways how companies can use promotion robots and the effect of their use in advertising. The authors apply the case study method based on the secondary data analysis. The paper focuses on promotion robots, manufactured by Promobot, a company located in the Perm Krai of Russia. It is concluded that the use of promotion robots in advertising has several advantages: attracting the visitors’ attention, automating the promotion activities, and increasing consumer loyalty. It is estimated that the use of promotion robots contributes to an increase in sales ranging from twenty percent to several times.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - L.M. Kapustina
AU  - M.S. Agababaev
AU  - A.A. Drevalev
PY  - 2019/01
DA  - 2019/01
TI  - Advertising Concepts Evolution and Benefits of Promotion Robots in the Digital Economy
BT  - Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018)
PB  - Atlantis Press
SP  - 485
EP  - 490
SN  - 2352-5398
UR  - https://doi.org/10.2991/sicni-18.2019.98
DO  - 10.2991/sicni-18.2019.98
ID  - Kapustina2019/01
ER  -