ON THE TERMINOLOGY CHANGEABILITY IN THE SPHERE OF ADVERTISING AND PR
The article deals in question with the development of such modern media forms as vine and coub. These are short repeating videos that possess different technical and content characteristics. The authors claim that the use of vines and coubs is a media trend that shouldn’t be ignored by professionals of PR sphere. It is said that vines and coubs are widely used by well-known brands as a means of promotion. The authors state that despite the illusion of being quasi-scientific terms vine and coub should be included into the professional vocabulary of PR-professionals as it is the new media trends that can appear in the limelight of marketing, PR and economic studies