THE ROLE OF ADVERTISING IN FORMING ECONOMIC ACTIVITY AND MARKETING COMMUNICATIONS OF ENTERPRISES

Abstract

The relevance of advertising research in Ukraine is due to profound transformations of the economic and social environment under martial law. A full-scale war has led to a change in consumer priorities, demand structure, and communication channels. Advertising performs not only a commercial, but also a social and value function, contributing to supporting economic activity, maintaining trust in brands, and forming social stability.

The purpose of the study is to substantiate the role of advertising as a key element of marketing communications and analyze its impact on the economic activity of enterprises, taking into account modern challenges and trends in the development of the advertising market in Ukraine.

The article examines the role of advertising as a key element of the marketing communications system in the context of the transformation of the economic and information space of Ukraine. It is substantiated that advertising performs not only a commercial, but also a social and communication function, ensuring the coordination of the enterprise's actions, brand formation and maintaining interaction with the target audience. The dynamics and structure of the advertising and communication market of Ukraine in 2021–2025 are analyzed, taking into account the impact of martial law, and key trends in the development of the main segments of the advertising market, in particular digital advertising, outdoor advertising and marketing services, are also identified. The share of the advertising market in the gross domestic product of Ukraine was assessed and a moderate positive correlation between GDP and advertising spending was established. It was proven that during martial law, advertising is transformed towards digital, flexible and integrated communication formats. A mechanism for advertising interaction in the marketing communications system is proposed, which ensures the adaptation of the communication policy of enterprises to changes in the external environment and increases the efficiency of their market activities.