Advertising Activities Research Articles

Advertising Alternative Cancer Treatments and Approaches on Meta Social Media Platforms: Content Analysis.

Alternative cancer treatment is associated with a greater risk of death than cancer patients undergoing conventional treatments. Anecdotal evidence suggests cancer patients view paid advertisements promoting alternative cancer treatment on social media, but the extent and nature of this advertising remain unknown. This context suggests an urgent need to investigate alternative cancer treatment advertising on social media. This study aimed to systematically analyze the advertising activities of prominent alternative cancer treatment practitioners on Meta platforms, including Facebook, Instagram, Messenger, and Audience Network. We specifically sought to determine (1) whether paid advertising for alternative cancer treatment occurs on Meta social media platforms, (2) the strategies and messages of alternative cancer providers to reach and appeal to prospective patients, and (3) how the efficacy of alternative treatments is portrayed. Between December 6, 2021, and December 12, 2021, we collected active advertisements from alternative cancer clinics using the Meta Ad Library. The information collected included identification number, URL, active/inactive status, dates launched/ran, advertiser page name, and a screenshot (image) or recording (video) of the advertisement. We then conducted a content analysis to determine how alternative cancer providers communicate the claimed benefits of their services and evaluated how they portrayed alternative cancer treatment efficacy. We identified 310 paid advertisements from 11 alternative cancer clinics on Meta (Facebook, Instagram, or Messenger) marketing alternative treatment approaches, care, and interventions. Alternative cancer providers appealed to prospective patients through eight strategies: (1) advertiser representation as a legitimate medical provider (n=289, 93.2%); (2) appealing to persons with limited treatments options (n=203, 65.5%); (3) client testimonials (n=168, 54.2%); (4) promoting holistic approaches (n=121, 39%); (5) promoting messages of care (n=81, 26.1%); (6) rhetoric related to science and research (n=72, 23.2%); (7) rhetoric pertaining to the latest technology (n=63, 20.3%); and (8) focusing treatment on cancer origins and cause (n=43, 13.9%). Overall, 25.8% (n=80) of advertisements included a direct statement claiming provider treatment can cure cancer or prolong life. Our results provide evidence alternative cancer providers are using Meta advertising products to market scientifically unsupported cancer treatments. Advertisements regularly referenced "alternative" and "natural" treatment approaches to cancer. Imagery and text content that emulated evidence-based medical providers created the impression that the offered treatments were effective medical options for cancer. Advertisements exploited the hope of patients with terminal and poor prognoses by sharing testimonials of past patients who allegedly were cured or had their lives prolonged. We recommend that Meta introduce a mandatory, human-led authorization process that is not reliant upon artificial intelligence for medical-related advertisers before giving advertising permissions. Further research should focus on the conflict of interest between social media platforms advertising products and public health.

Advertising of medicines in Ukraine: An ethical and legal view

The modern course of Ukraine towards economic and political and legal rapprochement with European states involves the adoption of uniform rules in the field of healthcare. The objective of this article is to examine the ethical and legal aspects of advertising medicines in the context of Ukraine's alignment with European states and the adoption of uniform healthcare rules. The article employs a dialectical method to explore the correlation between ethical and legal components in medicine advertising. By analyzing domestic normative and legislative acts, there was establish methodological features of medicine advertising from the perspectives of ethics and law. The research also considers the broader context of international and national regulation of advertising in the pharmaceutical sector. The analysis of ethical and ethical-legal criteria enshrined in domestic regulations clarifies the general direction of modern state and non-state regulation of medicine advertising in Ukraine. This finding helps to provide a deeper understanding of the principles guiding advertising activities in the pharmaceutical sector. Overall, the article contributes to the ongoing ethical and legal research on advertising regulation in the field of medicine circulation. It provides a foundation for the development of international and national regulations governing medicine advertising, emphasizing the importance of ethical considerations alongside legal frameworks.

Pengaruh Intergrated Marketing Communication terhadap Citra Dodol Picnic sebagai Makanan Khas Kota Garut

Many companies do not understand about integrated marketing communication that can affect brand image. This research is to test the brand image of the Dodol Picnic brand produced by PT. Herlinah Citra Pratama which can be influenced simultaneously by integrated marketing communication. The method used by researchers using quantitative data analysis was processed with the IBM SPSS version 22 software program with a descriptive method. The results show that it has implemented its communication strategy through several advertising, sales, promotion, public relations, events and direct marketing activities. This simultaneously has a positive influence on brand image, the greater the integrated marketing communication, the more significant it will strengthen the brand image. Improving the brand image of Dodol Picnic, the company s icon production.

Advertising rivalry and discretionary disclosure

Advertising is a critical competitive tool that shapes interactions among firms in the product market. Using third-party tracked data on advertising outlet costs, I find that a nontrivial portion of public firms, even those with intense advertising activities, do not disclose advertising expenses in their financial statements, indicating significant disclosure discretion. I further use product category-level advertising data to develop a firm-specific measure of advertising rivalry. I predict and find that advertising rivalry is negatively associated with the likelihood of disclosing advertising expenses. This negative association is more pronounced when firms advertise on less trackable media outlets or have more mature products. These findings suggest that firms consider their advertising expenses proprietary and that concerns about advertising competition discourage the disclosure of advertising expenses.

Competition-based generalized self-profit maximization in dual-attribute network

Profit Maximization in social advertising aims at selecting some users of social network as initial adopters and information sources to trigger the spread of promotion information such that the profit generated by all the adopters reaches maximum when the dissemination terminates. A lot of related works mainly study this problem under three assumptions: pure network, single product and one-dimension diffusion model. However, in real advertising activities conducted in social networks, advertisement of competitive products may spread almost at the same time. And there are many factors that can influence the probability with which a potential consumer makes an adoption. For the purpose of approximating real social advertising, we propose the Dual-Attribute Compete (DAC) model where attributes of both potential consumers and competitive products are taken into consideration and the information about competitive products can spread simultaneously. Therefore, it can capture not only the competition between different products but also the reaction of potential consumers to products. Under DAC model, we study the Competition-based Generalized Self-profit Maximization (CGSM) problem whose purpose is selecting at most k individuals to form an optimal seed set as the source of information diffusion to maximize the profit related to adopters. Given that the objective function of CGSM problem is generally nonsubmodular, we design R-CGSM algorithm to tackle it. Based on the analysis of martingale and the concept of Shapley value, this algorithm uses sandwich method to get a pretty good solution of CGSM problem. We evaluate the R-CGSM algorithm by conducting experiments on four different data sets representing a synthetic network and three social networks in real world, respectively. Results of experiments validate the effectiveness and accuracy of R-CGSM algorithm.

Sustainable Outdoor Advertising: A Professional Point of View from Spain

Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.

Alcohol Marketing and Consumption in Thailand: Results from the International Alcohol Control Policy Study

Background: Alcohol marketing is a facilitator of alcohol consumption and related harm. The objectives of this study were to examine associations between alcohol consumption and exposure to and liking of alcohol marketing activities in Thailand.
 Methods: Data were obtained from the Thailand International Alcohol Control Policy study in 2012/2013 with 5,808 respondents aged betwee 15 and 65 years. Logistic regression models were applied to determine factors associated with liking alcohol advertisements and being a current drinker, regular drinker and binge drinker.
 Results: Of all respondents, 75% were exposed to alcohol advertising on television followed by sports sponsorship (69%) and point of sale (66%). Youth reported higher levels of exposure to alcohol advertising via all activities/channels, particularly online media, than adults (except radio). Respondents with high exposure to alcohol advertising were more likely to like alcohol advertising (adjusted odds ratio (AOR)=7.32, 95%confidence interval (CI): 4.91-10.92), compared to respondents who never exposed to alcohol advertising. The odds ratios of being a drinker (AOR=2.28, 95%CI: 1.82-2.85), a regular drinker (2.10, 1.57-2.81) and a binge drinker (2.57, 1.94-3.41) were significantly higher among those who highly liked alcohol advertising compared with those who did not.
 Conclusion: Thailand should place greater restrictions on alcohol advertising and marketing activities.

LEGAL FACTORS OF MARKETING ACTIVITIES: FOREIGN EXPERIENCE AND PROSPECTS FOR UKRAINE

A fundamental approach to the study of theoretical issues and problem solving is the basis for the practical application of marketing activities in Ukraine. The article is devoted to the analysis of the principles of administrative and legal regulation of marketing activity, taking into account foreign experience. The author paid attention to the establishment and development of marketing schools as a basis for establishing marketing activities. It was found that American and European schools are characterized by a significant multilevel and effective combination of state control and self-regulation. Competition in Ukraine as an object of administrative and legal support has been studied. The measures of an administrative nature, which are taken by the relevant entities for the proper implementation of the administrative and legal protection of competition in the European Union, are highlighted. An attempt is made to characterize marketing information, the main legal acts in this area and problematic issues requiring legislative regulation are considered. The work examines certain issues of the theoretical, methodological and legal foundations of information relations in the field of advertising services. The main trends of the legislative regulation of advertising activity in the countries of the European Union are analyzed. Attention is paid to the system of consumer rights protection, in particular attention is paid to the global practice of activity in this field of legal relations. It was established that the adaptation of the national legislation regulating relations in the field of marketing activities should be carried out taking into account modern conditions and requests of the marketing industry. The evaluation of the activities of the bodies included in the system of state regulation of the marketing industry was carried out. The analysis of regulatory and legal support of marketing activity in Ukraine made it possible to establish that the main problems of the legislative framework are related to the imperfection of the conceptual and terminological apparatus, the insufficiently clear definition of the administrative and legal influence on entities that carry out marketing activities, the fragmentation of the powers of controlling bodies, the absence of legislative the basis for the development of the self-regulation system. On the basis of the researched materials, conclusions were formulated regarding the improvement of administrative and legal regulation of marketing activity in the direction of harmonization with European legislation and the expansion of many important interpretations and provisions.

From Loud to Silent: The Free Patriotic Movement 2005-22 Outdoor Campaigns


 
 
 Lebanon’s history is characterized by events and players outside the country’s borders, which mainly include Israel, Saudi Arabia, Syria, Iran and the United States. Towards the end of the Lebanese Civil War, General Michel Aoun, the caretaker Prime Minister of 1988 and head of the army, emerged as one of the most popular Christian political leaders. He strongly opposed the establishment of Syrian hegemony over its tiny neighbor Lebanon legalized by the Ta’if agreement. Yet, defeated by the Syrian army, Aoun was expelled from Lebanon and went into exile in Paris, France (Rowayheb, 2014). In 2005, twelve days after the last Syrian soldier pulled out of Lebanon following the assassination of former Prime Minister Rafic Hariri, Aoun returned. Upon his return from exile, he resumed his political career, founded the Free Patriotic Movement (FPM) in April 2006 (Ajroudi & Chughati, 2018) and reengaged with the Lebanese public and his backers. What were the political messages employed in the FPM’s resurging political advertising activity? And how did it evolve from 2005 to 2022 based on local and regional alliances?
 
 

MARKETING AUDIT OF ADVERTISING ACTIVITIES ON THE FOREIGN MARKET

The advertising activity of the enterprise affects the effectiveness of its communication and sales policy and has an impact on the economic results of its activity. Advertising involves significant financial resources, which requires constant control and regulation. This task allows you to solve the marketing audit of advertising activities. The work examines the features of advertising activity that affect the system of its evaluation. Taking into account that advertising has not only an economic, but also a communication impact, the main concept of conducting an audit of advertising activities in the domestic market is presented. Differences between consumers in different countries of the world are defined, which affect the perception of advertising materials and, ultimately, the effectiveness of advertising influence. Taking into account the peculiarities of the foreign audience, the main directions of the advertising audit in the foreign market and the stages of its implementation are formulated. It is emphasized that, in contrast to an advertising audit in the domestic market, in external advertising practice, the conformity of the content and design of the advertising message to the goals of the advertising campaign and the national characteristics of the target audience should be assessed, as well as a media audit should be conducted. The evaluation of the economic effectiveness of advertising campaigns in the international marketing system does not differ in principle from its determination in the conditions of the Ukrainian market. As for the criteria of communication effects from advertising, they are formed precisely on the maximum consideration of the peculiarities of the country in whose market the enterprise operates. The differences between evaluating the effectiveness of advertising campaigns and conducting an audit are given. It is emphasized that the evaluation of advertising effectiveness is a constituent element of its audit. The audit is aimed at identifying and eliminating weaknesses in advertising activities, optimizing the advertising budget and increasing the effectiveness of advertising.

PRINCIPLES OF EFFECTIVE PLANNING OF ADVERTISING ACTIVITY IN THE 21ST CENTURY

The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mix increases synergy effects, online plus TV as these communication channels perfectly complement each other, online video is another TV channel, the display provides the additional frequency of contact with potential consumers, mobile thinking, adaptation of creatives, considering of regional specificity, optimization of campaign building architecture, performance is not only online, programmatic is audience targeting and brand safety is the protection of the brand environment. The research results will be useful for marketing practitioners, strategic managers, and scientific society for the improvement of advertising planning and future development of marketing principles, considering all changes which will appear in the 21st century. The proposed principles of media planning make it possible to increase the validity of marketing decisions and improve business and advertising results, so they are recommended for implementation in Ukrainian and international companies.

"Theory and practice of advertising and PR activities" is a significant component of the modern educational process

"Theory and practice of advertising and PR activities" is a significant component of the modern educational process

Особенности образного компонента в современном медиадискурсе (на примере англоязычной комедии “The Joneses” (Семейка Джонсов))

The aim of the article is the search of the answer to the question of efficiency of the persuasive impact of the iconic sign on the consumer. The object of the study is the linguistic material of the script of the film about advertising titled “The Joneses” on the subject of the description of the imagery component of the advertising activity in the film characters performance. A number of ways of products presentation are described in the article: the direct “product placement” that is the demonstration of trademarks and trade names in frame and characters’ speech, as well as the metaphoric description of the high life with the help of “stealth marketing” built in the image schemes like CAREER > BUILDING и SUCCESS > SALE. The scientific novelty of the study is in the address to the modern cognitive-psychological paradigm of the creativity, which is present in the advertising and activates the image component demonstrating visibly the upsides of products and services. Never before new technologies of the impact on the subconscious were used in films with such directness. The results obtained demonstrate that a very productive method of advertising is the use of image nomination of advertised products within the bounds of the image scheme MAN > PART OF NATURE in order to elevate the artistic value and stealthily promote things in question.

Economic policy uncertainty nexus with the value relevance of advertising: Evidence from an emerging market

AbstractThis paper aims to document the effect of economic policy uncertainty on the value of advertising expenditures within the context of an emerging market. The paper shows that the value of advertising expenditures is an increasing function of economic policy uncertainty. The impact of advertising on firm performance is more pronounced during the periods characterized by higher economic policy uncertainty. We argue that, during uncertain times, the financial information loses its relevance. Therefore, during these periods, non‐financial traits, such as brand image, customer equity, relationship capital, and familiarity that characterizes firms with high advertising become more important. The findings hold in various sub‐samples and across various proxies of advertising activity. The findings also hold under alternate estimation procedures (pooled OLS regression, panel data with fixed effects and instrument variable regression). More importantly, this paper also shows that, relative to other agency reducing mechanisms (such as analyst coverage, asset utilization ratio, expense ratio and dividend payments), advertising is more valuable during periods with high economic policy uncertainty.

СУЧАСНІ ІНСТРУМЕНТИ ТА ТЕНДЕНЦІЇ РОЗВИТКУ РЕКЛАМНОГО РИНКУ УКРАЇНИ

The issue of advertising is very relevant today, because each of us is under the influence of advertising without even realizing it. The rapid development of the modern world increases the need for advertising of goods and services produced or offered by certain organizations. Advertising activity is becoming more and more widespread and requires the formation of an effective and balanced policy. The purpose of the study is to analyze the state of the advertising market of Ukraine and to determine the most effective advertising tools. It has been established that advertising activity in the complex of corporate marketing communications is dynamically developing in Ukraine. A regular phenomenon of this process is the improvement of the legislative and regulatory framework, which ensures the need for proper regulation on legal, social and professional grounds. The legislative, normative and legal provision of advertising activity in Ukraine, as well as the influence of other regulators on the advertising market (associations, associations, public organizations, foundations, unions, agencies, international structures, consumers, etc.) have been studied. The state of the advertising boom in Ukraine at the current stage of development has been analyzed, the main trends and prospects for its development have been determined. An analysis of the indicators of the advertising market of Ukraine for 2021 and 2022 was carried out with details by types of advertising. It was established that by all indicators the advertising market of Ukraine had a negative trend in 2022 compared to 2021. The average rate of decrease in the advertising market of Ukraine was 63% in 2022, which was significantly affected by military actions in the country. The indicators of digital advertising in 2021 and 2022 were studied, based on data from the International Association of Interactive Advertising Bureau. The main advantages and disadvantages of advertising media are established. Taking into account the current state, trends, and the most popular tools of the advertising market, it is possible to recommend domestic companies to pay more attention to digital marketing tools.

INNOVATIVE ADVERTISING TECHNOLOGIES IN THE SHOPPING AND ENTERTAINMENT SECTOR

The article discusses the relevance and importance of creating innovative technologies that use retail and entertainment establishments to attract attention to existing goods or services. The introduction of innovative technologies into advertising activities at an enterprise makes it possible to increase the level of advertising efficiency and create more effective and targeted advertising messages aimed at consumers; differentiate companies from competitors; create advertising that evokes positive emotions in potential consumers and promotes loyalty to the enterprise; expand opportunities for interaction with the audience on social networks, instant messengers, virtual reality, etc. The rationale for the theoretical basis for creating innovative content of modern advertising technologies and improving innovative advertising activities in shopping and entertainment establishments is given. An analysis of the impact of new technologies on advertising in retail establishments is presented. Changes in consumer behavior due to the rapid growth of digital technologies and the Internet are analyzed, which, in turn, influenced the use of media technologies in online and offline environments.

Необхідність фінансування маркетингових послуг бізнес-структур в Україні

The article is aimed at studying the issues of assessing the state of development and determining the basic regularities of the necessity of financing the marketing services of business structures in Ukraine. When analyzing, systematizing and summarizing scientific works of many scholars, it was stated and proved that cooperation between marketing and finance is important for business growth. According to the results of the study, it is revealed and found that the terms «marketing services» and «marketing» in some regulatory documents are synonymous. The object of the study was economic entities specializing in the provision of marketing services and belonging to section M «Professional, scientific and technical activities» in accordance with the established requirements of the Classifier of Types of Economic Activity DK 009: 2010 regarding the maintenance of statistical information, section 73.2 «Advertising activities and market research», class 73.2 «Market research and public opinion revealing». Assessing the dynamics and structure of economic entities in the sphere of advertising activity and market research, as well as the number of employees involved and the relationship of the relevant indicators with the dynamics of GDP, it is concluded that not the numerical growth in the number of economic entities engaged in the sphere of marketing services leads to an improvement in macroeconomic indicators, but on the contrary – the improvement of welfare in the country stimulates the emergence of new economic entities that provide consumers with marketing services. Given the dynamics and structure of capital investments in advertising along with the market conjuncture research in 2012–2021, it is worth noting the renewed interest in market conjuncture research and public opinion revealing. It is exactly concerning this sector that there is an increase in additional activity, which has led to the emergence of large enterprises in the sphere of marketing research, which until 2021 were not observed in the industry at all. Regarding the level of financing of economic entities in the studied sector of the economy, it should be noted both the tendency to implement tax planning measures in the form of increasing use of such organizational form of business activity as individual entrepreneurs, and the urgent need for equity. Comparing the volume of investments in the sphere of advertising activities and market research with the volume of total capital used by it, the author came to the conclusion that investments are not the main source of financing this business, and a certain part of it remains in the «shadow». In view of the aforesaid and given the significant amount of involvement of employees in this sphere of activity in the form of registration of individual entrepreneurs, the country’s government should once again think about initiatives to reform the country’s tax system by eliminating the simplified business taxation system, as this may have negative consequences for the entire economy of the country. Instead, it is necessary to provide additional incentives for investing in the market research and public opinion revealing sector, as well as creating additional jobs in this sphere of activity.

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Objective. The purpose of the article is to study the essence and role of empirical models of consumer persuasion in the advertising activities of tourism enterprises. Achieving the goal involves solving the following tasks: to determine the most effective channels for attracting customers, analyze the models of the hierarchy of reactions to communication with consumers, characterize empirical models of consumer persuasion and prove the feasibility of their use in the advertising activities of tourism enterprises . Methods. Analytical, comparative and historical research methods were used to solve the main tasks. Results. The article considers the essence and role of empirical models of consumer persuasion in the advertising activities of a tourism enterprise. Attention is focused on the need for efforts of a tourism enterprise to understand the psychology of consumers in order to ensure targeted impact on them by advertising means. The theoretical foundations of traditional behavioral theories that study models of persuasion from a psychological perspective are analyzed and empirical models of persuasion are proposed, namely, logical, associative and innovative, since the use of digital technologies allows an integrated approach to the use of the proposed models, which facilitates the choice of channels for distributing advertising and processing information received from consumers.. Scientific novelty. The scientific novelty of the study lies in the development of empirical models of persuasion of consumers of tourism services. The proposed models reflect the stage at which the consumer makes a decision to purchase a tourism product, which will allow to identify heterogeneous features within each of the target groups and correlate accordingly with the content and format of the information message itself and the channel of its distribution. The use of digital technologies makes it possible to use them within a single message to different categories of consumers, which facilitates the choice of distribution channels and processing of the information received. Practical significance. The proposed models can be used in the advertising activities of tourism enterprises to increase their efficiency. Key words: tourism, advertising activity, tourism enterprise, traditional models of persuasion, empirical models of persuasion.

ФОРМУВАННЯ СТРАТЕГІЇ ПРОСУВАННЯ ТОВАРІВ ТА ПОСЛУГ У СОЦІАЛЬНИХ МЕРЕЖАХ

The article reveals the features of promoting goods and services in social networks, using it in the context of the most powerful business tool. The main reason for the study is the rapid transition of business online due to the intensification of intra-industry competition, manifestations of modern megatrends, and most importantly – the duration of the war in the country. The content and concept of "social media marketing" are analyzed based on the works of prominent scientists. The most optimal SMM promotion strategy for brand development has been determined. An algorithm for forming a promotion strategy in social networks is proposed and a brief description of each stage is provided. There are two main approaches to bringing goods and services to the market: "push strategy" – this includes the use of violent methods to force consumers to buy products, through targeted advertising influence and activities aimed at stimulating sales through intermediary links; "pull strategy" – here the emphasis is on active advertising and promotion through mass media aimed directly at the end consumer. To achieve effective promotion of goods and services through social networks, it is recommended to develop a strategy together with specialists. The SMM plan is a detailed, sequential plan of actions aimed at achieving the desired result. The formation of the SMM strategy is a continuous process throughout the entire period of its operation. In addition, a strategy should also be developed for each individual campaign, which will harmoniously fit into the overall context. Targeting allows companies to customize ad parameters such as display platforms, time slots, locations, and even search engines. This is possible because users often search for certain keywords or phrases, and also provide the system with some of their personal characteristics. When developing a social media (SMM) strategy, it is best to consider the components that deliver content and social media advertising. If the task includes building the image of a socially responsible business, then the content should focus on the company's actions, emphasizing its efforts to treat employees with care and environmental choices. To improve the reputation of the brand, an important element of the SMM strategy will be reviews and thanks, as well as the presentation of new technologies that will make the product even more convenient and attractive to the audience. As an example, if the goal is to create an image of a modern and dynamic company, it is recommended to publish emotionally rich content on youth platforms such as TikTok and Instagram. For Facebook, attention should be focused on rational aspects, advantages and benefits of cooperation.

МІЖНАРОДНА ПРАКТИКА СТИМУЛЮВАННЯ РОЗВИТКУ СУБ’ЄКТІВ БІЗНЕС-МЕНЕДЖМЕНТУ

In order to increase the productivity and impact of business on the well-being of people and the sustainability of cities, state authorities and local self-government bodies pay objective attention to unlocking inefficient indicators, because some subjects of business management have turned out to be less successful and signal the feasibility of implementing programs to improve their business management Management assessment of benefits, costs and risks will help to determine business initiatives with the greatest potential, when business management subjects professionally use proposals from government bodies, consultants, other interested parties regarding monitoring the effectiveness of business activities, digital investments, renewal of human capital, allocation of resources , better business ethics. Analytical studies have shown that up to 87% of small and medium-sized enterprises in Ukraine meet the requirements of the Methodology and Analysis of Regulatory Impact; the number of draft regulatory acts increased to 2,712; in these projects, working groups, on the basis of a correctly identified cause, search for optimization of solving problems in business; in total, over four years, the State Regulatory Service conducted 1,023 consultations for small and medium-sized business entities; the number of "address" consultations for small and medium-sized enterprises increased to 178; central and local executive bodies up to 85% and 92%, respectively, conducted M-testing as a tool for measuring the impact of regulation on small and medium-sized businesses. Obstacles to the development of small and medium-sized enterprises include the complexity or uncertainty of legislation (49.2%); corruption (44.6%); other reasons. Taking into account the results of theoretical and analytical studies, entrepreneurship is offered: to take part in events. which are defined in the priorities for small and medium-sized business entities, including in state aid programs, microcredits; participate in support programs for entrepreneurs; actively use useful information services. In the conditions of digitalization, the development of the culture of entrepreneurship and knowledge, the quality of digital advertising activity is offered to entrepreneurship.