advertising

Problems and Prospects of Greenwashing Under Globalization Conditions and Development of Circular Economy

An urgent problem that arises in the practices of green marketing is the growth of greenwash- ing; companies that provide inappropriate, exaggerated or false information about product quality. This article provides information on the impact of greenwashing on consumers. The interpretation of the concept of «greenwashing» is considered and the origin of this concept as a scientific term is de- termined.

UKRAINIAN NATIONAL DOMINANT OF ADVERTISING IN PRINT MEDIA OF EASTERN GALICIA IN 20s–30s OF THE 20th CENTURY

Annexation of western Ukrainian lands by Poland in 1919 and the decision of the Council of Ambassadors of the Entente (March 14, 1923) to transfer Galicia under the jurisdiction of the Second Polish Republic created specific features for the press advertising development.

Digital marketing and social networks

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises.

Souvenir Advertising as a Factor of Influence on Consumer Behavior

The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods.

SOCIAL MEDIA MARKETING: CURRENT TRENDS AND PROSPECTS OF DEVELOPMENT

Social networks have become an alternative and promising platform for advertising and establishing lively, active and mutually beneficial communication with customers online in the fastpaced world of digitalization. The purpose of the article is to reveal the features of social networks as a platform for marketing applications, to identify main trends and prospects of social media marketing development. The results of the study of the essence of social networks were revealed.

THE INFLUENCE OF ADVERTISEMENTS IN UKRAINIAN MEDIA ON THE BEHAVIOR OF READERS

The article substantiates the expediency of advertising as a pathogenic phenomenon. The main features of the pathogenicity of the text are analyzed and an attempt is made to highlight the main criteria of the pathogenicity of the advertising text in the Ukrainian press.

Advertising in the process of internationalisation of enterprises – towards standardisation or individualisation

Carrying out advertising activities in foreign markets requires from enterprises resolution of the dilemma of how to programme the advertising strategy, making use of the standardised and proved in other markets solutions, or shaping new concepts compliant with the idea of individualisation. An objective of the article is to answer the question, which of these models is more often used in the Polish market by foreign enterprises and what effects of that are from the point of view of enterprises’ competitiveness, consumers’ perception and motivating them to buy.

Guerrilla marketing in international corporations

Trends in international business show that successful companies are increasingly using
in their work non-traditional business methods. One of these ways to enhance the
competitiveness of enterprises is the “guerrilla marketing”– marketing concept, which aims to
find your marketing niche, reject competing with powerful competitors and non-traditional
but effective ways to advertise and promote their products and services. Today there isa
tendency to increase the proportion of guerrilla marketing in the general budget of

Features, trends in advertising in different countries

Nowadays advertising is an inseparable modern phenomenon that originated at the dawn of civilization, has gone through various stages of development, along with the evolution of the humanity. This is a form of marketing communication, an important component of complex marketing activities used to stimulate, persuade and manipulate enterprise’s audience. However, the current state of the market economy, characterized by improving