Сучасні інструменти та тенденції розвитку рекламного ринку України

Abstract

Метою дослідження є проаналізувати стан рекламного ринку України та визначити найбільш ефективні рекламні інструменти. Встановлено, що рекламна діяльність у комплексі корпоративних маркетингових комунікацій динамічно розвивається в Україні. Закономірним явищем цього процесу є вдосконалення законодавчої та нормативно-правової бази, яка забезпечує потребу належного регулювання на правових, громадських та професійних засадах. Досліджено законодавче, нормативно-правове забезпечення рекламної діяльності в Україні. Проаналізовано стан рекламного ринку України на сучасному етапі розвитку, визначено основні тенденції та перспективи його розвитку. Встановлено основні переваги та недоліки носіїв реклами. Визначено, що доцільним для українських підприємств та організацій є орієнтуватися на інструменти цифрового маркетингу.

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.