Viktoriia Shvedun

Advertising expands and improves sales channels, accelerates money turnover, thereby increasing overall effectiveness of functioning of national economy and its integration into the world economy in general. The analysis of the current trends and future prospects of management of the advertising market of Ukraine at the world level is carried out in the article. In particular, the analysis of the current structure of the world advertising market is made. The assessment of retrospective tendencies of development of the advertising and communication market of Ukraine is carried out. The identification of perspective volumes of the advertising market of Ukraine is made. The forecast of perspective volumes of the advertising market of Ukraine within the next three years is made. In general, the given research allows to allocate problems of the modern advertising market of Ukraine and offers the ways of improvement of the state advertising policy of Ukraine.