Marketing technologies in advertising communications and their impact on the formation of consumer attitudes towards brands

The article presents the evolution of the main marketing technologies that have an advertising impact on consumers in order to form a positive consumer attitude to brands in the market. The work considers the historical dynamics of the development of these technologies, up to the present time. Within the framework of the classification of technologies, the main effects of influence on the consumer, which are formed within the framework of advertising communications, are described. A literary analysis of the scientific views of representatives of various marketing schools on the feasibility and relationship of using these technologies in modern brand communications is carried out. The author’s experiment is described, demonstrating the effect of neuromarketing technologies in the system of advertising communications. The positive experience of enterprises in the tourism and hospitality industry in terms of using neuromarketing tools in advertising communications is systematized.