Mimicry in Marketing Communications. Features of Usage in Russia

Abstract

The world is overloaded with information, so that the impact of advertising is becoming weaker. To attract the attention of potential customers, it is necessary to hit them, which requires a creative approach to the creation of a unique selling proposition. Most companies have recently dispensed with the development of trade offers, and use the device of mimicry, imitating the famous brand. This article describes the features of mimicry in marketing communications, identified the main types and directions of its implementation in Russia.