Analytical data, particularly data-Ukrainian Advertising Coalition, suggests that advertising and communications industry by 2011, fully recovered from the shock of the crisis and begins to gradually leave the state recession. The industry is gaining momentum, although the advertising budgets of companies, especially regional, and distant from the volume of 2 to 3 years old. It's time to determine the qualitative changes that have brought economic recession in functioning of the advertising industry, and ways to overcome them and important changes associated with metamorphosis of the consumer and consumer behavior has changed consumer crisis is irreversible. At the beginning of the crisis was expected to will only affect consumption, and business is waiting for a temporary, in times of crisis, decline in sales. And this period, the seller should simply wait it out. Reduce costs, primarily for advertising and marketing. It was expected that the crisis and consumer behavior will revert to its previous state.
Will not change the main characteristics of consumer behavior – preferences, consumption patterns, methods of use of proceeds. The crisis has also changed Consumer radically. Changed its demands, the model behavior, its needs and, most importantly, value. Today, nobody expects a return to the past. The consumer does not become simply buy less, he began to buy differently in other places, other goods in another way, in another way to respond to advertising messages. For such changes should respond accordingly and business, and advertising agencies are engaged in communication between producer and consumer. Understand how the consumer market and the only rational way to capture the changes – this is market research that must be answered voprosy.Issledovanie the main consumers.