Текстът на маркетинговите комуникации в Мрежата
The text of marketing communications on the World Wide Web

Author(s): Teodora Petkova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: text; marketing communications; World Wide Web; digital content
Summary/Abstract: The World Wide Web has grown into a complex communication environment, woven of writing and code and functioning as a public sphere for marketing communications. This calls for interdisciplinary research on the nature of digital marketing text. The article presents terminological clarifications and additions to the concepts of marketing communications and marketing text on the World Wide Web. Based on the analysis of empirical material, the main types and subtypes of marketing text on the World Wide Web are presented, together with a typology based on the understanding of the World Wide Web as a platform for exchanging not only web documents but also data.

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