Banner advertising and its role in the marketing strategy of a sanatorium and resort institution

The paper explores the theoretical foundations and the role of banner advertising within the marketing strategy of a health resort institution. It presents the concept and advantages of banner advertising, and differentiates the specifics of its use across offline and online channels (outdoor and internet banner advertising). The study highlights transformational processes associated with the growing importance of digital approaches in promotion through banner advertising. It identifies methods for ensuring omnichannel integration of offline and online banners, and outlines the limitations of banner advertising. The effective use of banner advertising in the operations of a health resort institution is based on taking into account the specifics of its activities, combined with the targeted use of banners for specific customer segments. The choice of methods for organizing banner advertising thus directly depends on the channel and method of placement. Based on the conducted research, the principles and methods of banner advertising’s impact on the effectiveness of the health resort's marketing strategy are substantiated, which clarifies the influence of digitalization on banner advertising.