Raкhman M., PhD in Economics, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0001-7408-4049
e-mail: rahmanms0312@gmail.com

Masliy V., student, Faculty of Economics, V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0003-3174-2982
e-mail: vika_masliy@ukr.net

Advertising Consumer Market in Ukraine

Abstract. Introduction. The essence of Ukrainian advertising market is defined in this article, and its peculiarities of functioning are investigated too. The analysis of Ukrainian advertising market is made by using of statistical methods. Structural and dynamic analysis of basic indicators of advertising market for the last seven years is carried out. Measures for developing and improving of advertising market are suggested. The analysis of main elements of advertising market is made, and its development for last years is considered too.

Purpose. The most promising types of advertising, which are developing and according to forecast for the next years will develop, are revealed and described. Development problems of Ukrainian advertising market and factors, which influence it, are contemplated, also the ways of solving these problems are suggested. With each passing day more and more production of goods and services is developing, the market is getting bigger and the saturation of the market is also increasing. Entrepreneurs and manufacturers face the problem of promoting and selling their goods. At this stage, advertising is of great importance. Advertising is a dynamic and rapidly evolving field of human activity.

Results. As a result of the analysis of the advertising market of Ukraine, we can conclude that advertising is an industry that has not yet been fully explored in Ukraine and in need of continuous improvement. In the modern world, it has become an integral part of any business activity, since the market is very quickly saturated with goods and services. The flexibility of advertising allows you to reach a growing segment of consumers with different needs. However, there are problems that prevent advertisements from developing at the same rate as abroad. The biggest problem is the lack of funding for the advertising market, as well as the very high advertising distribution costs. Also important is the fact that in Ukraine it is quite difficult to get a good education in the field of advertising, and good professionals find work abroad. Therefore, for the development of the advertising market, you must pay attention to these problems and solve them.

Conclusion. Advertising is very diverse and has a different nature, but everything related to advertising can be combined under one concept as the advertising market. The purpose of the work is to determine the advertising market, its main characteristics and types, analysis of the Ukrainian advertising market and possible forecasts for the future.

Keywords: advertising; market; Internet advertising; market structure.

References:

1. Advertising market. Retrieved from: https://studopedia.com.ua/1_37542_reklamniy-rinok.html [in Ukr.].
2. Romanova, A. Yu. (2014). Now Tendencies And Prospects For The Development Of The Advertising Market In Ukraine. Economics and management of culture, 1, 110-114.
3. Karsekin, V. I. & Vorobyova, N. P. (2008). Ekonomichna stratehiya i perspektyvy rozvytku sfery torhivli ta posluh [Economic strategy and prospects for development of trade and services], 2 (8), 2, 497-506 [in Ukr.].
4. Pidumki roku 2018. Retrieved from: http://vrk.org.ua /images/VRKAnnualReport2018.pdf [in Ukr.]
5. The volume of the advertising and marketing market of Ukraine 2018 and the forecast of the overall market of 2019. The expert evaluation of the all-Ukrainian advertising coalition. All-Ukrainian Advertising Coalition. Retrieved from: http://vrk.org.ua/ad-market/ [in Ukr.].
6. Sendetska, V. (2016). Such a prospect is promising to develop the advertising market of Ukraine and the world. Science News of LNUVMBT imeni S.Z. Ґzhitsky, 132-135.