ADVERTISING AND PR OF CLEANING SERVICES IN UKRAINE (2010–2023)

Abstract

The article analyses the development of cleaning services in Ukraine during the 2020s and early 2020s. Not only mass media publications with market reviews were studied, but also business proposals, information and advertising materials of leading Ukrainian cleaning companies. A comparative analysis of the characteristics of Ukrainian and foreign companies was carried out. A large amount of quantitative information was collected about the development of this business, its leading trends, enterprises, client base, negative and positive factors of the cleaning companies` activity. The main attention of the authors is paid to the history and prospects of Ukrainian cleaning services promotion: marketing strategies, as well as advertising and PR products. The main advertising channels used by cleaning companies are described. Gender aspects of promotional products used in 2023 occupy an important place in the study. Content analysis was used to study this aspect. The patterns of psychological interpretation of colours are described. The article has an applied orientation. Using the arsenal of tools accumulated by global advertising and PR practice, described in professional literature, and taking into account the main needs and challenges of the cleaning industry in Ukraine in the first half of the 2020s, numerous recommendations are offered here. In particular, the article contains more than 10 slogans suitable for use in the cleaning business; an instruction-template of advertising article is offered, including detailed recommendations on style, vocabulary; a number of tips for cleaning business on the use of colors in the graphic design of informational, advertising, and PR products.