The prospects of integration of the advertising market of Ukraine into the global advertising business

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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.

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    • Figure 1. Structure of the world advertising market in 2017
    • Figure 2. Dynamics of change of volume of the advertizing and communication market of Ukraine during the period 2007−2015
    • Figure 3. The tendencies of change of volume of the advertising market of Ukraine during the period 2011−2017
    • Table 1. The comparative structure of the world advertising market in 2013 and 2016
    • Table 2. The dynamics of the advertizing market of Ukraine during the period 2011−2015
    • Table 3. The expected dynamics of change of volume of the advertizing market of Ukraine during the period 2018−2020
    • Table 4. The comparative characteristic of forecasts of volume of the advertising market of Ukraine for 2018
    • Table 5. The dynamics of change of volume of the advertizing market of Ukraine during the period 2011−2018, million UAH
    • Table 6. The perspective dynamics of change of volume of the advertizing market of Ukraine during the period 2018−2020, billion USD