Abstract
The article deals with the research on the relevance of advertising and media products on the Ukrainian television. It meets the basic marketing requirements and makes TV-advertising effective. The study carried out a full detailed content analysis of the Ukrainian television broadcasting, as well as a structural analysis of TV-advertising by the composition of the syntagma. A comparative analysis of the elements of media products and advertising has been carried out, their similarity has been revealed according to different criteria, the contextuality of media products in relation to advertising has been proved. The main factors of the effectiveness of TV advertising as a marketing communications tool for FMCG have been determined.
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