Non-standard forms of advertising: criterion of innovation

In this paper, the problem of the criterion of innovativeness of non-standard forms of advertising, which appeared in connection with the development of computer technologies, is considered. Innovative non-standard advertising forms the human, intellectual and social capital of the campaign, improves its communication. Advertising funds are innovative in targeting the business reputation of the campaign, forming a positive opinion of citizens on its activities, creating a positive corporate image, improving and updating the brand. Innovative advertising in Russia contributes to the development of socially-oriented responsible business, as well as ethical requirements.