THE APPLICATION OF AUGMENTED REALITY IN MARKETING

Abstract

On the basis of the analysis of the source literature, the article tackled the subject of Augmented Reality as a modern marketing tool. To begin with, the presumptions were diagnosed which constitute the proof of the increasing significance of this technology. Then it Was defined what Augmented Reality is, as well as its functionality Was presented. In the further part of the text, the selected examples of the practical application of AR, as well as their usage in marketing activity, were provided. Moreover, a case study Was presented in which the application of Mobile Augmented Reality Systems (MARS) Was discussed in a broader way on the example of mobile applications. The article concludes with a vision of the further development of Augmented Reality in the marketing aspect