Advertising in marketing activities

Advertising is an integral part of marketing activities that allows companies to attract new customers and retain existing ones. With the development of technology and the emergence of new forms of communication, advertising has become incredibly diverse and uses many tools and technologies to achieve its goals. Now companies are using new modern tools and technologies to achieve the best results for the target audience. The relevance of the work lies in the fact that in the conditions of rapid development of technologies and the emergence of new methods of promoting products and services, companies must adapt and use new advertising technologies in order to remain competitive. It is also important to understand which types of advertising and tools work best in a particular industry today, taking into account all the changes. In this regard, this topic is relevant and requires further study. The basis of the research is the company "Duolingo", selected for the analysis of modern advertising activities. The article will analyze the application, analyze the main methods of advertising the company, identify the leading methods. In the article, the author examines marketing activity, its theoretical foundations, functions, modern tools and technologies of advertising activity, as well as the development of recommendations for the use of modern technologies in advertising projects.