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SUMMARY

This work deals with theoretical and practical problems of effective advertising. The main problem is that traditional marketing isn’t working anymore. 75% of people do not trust advertisements nowadays. In this paper we consider how marketers should respond to this phenomenon and what concepts they can be used to achieve truly effective advertising. This work also examines the theoretical aspects of effective advertising and its practical implementation which is based on the concept of "Purple Cow". This work will be of great interest to those concerned with marketing and advertising..

Key words: advertising, consumer, demand, effective marketing, psychology, idea, creativity, concept of “Purple Cow”.