Information on the thesis

The thesis presents the study of the theoretical foundations of public regulation of relations in the sphere of marketing communications market and has developed the applied recommendations for improving the system of public regulation of the marketing communications market in Ukraine. The concept-categorical apparatus used in the marketing sphere has been improved. The influence of the concept of integrated marketing communications on the formation of a single market of means of marketing promotion and its historical evolution has been investigated. The analysis of scientific developments devoted to problems of public regulation of marketing communications has been conducted.

The analysis of regulatory and legal support of the marketing communications industry in Ukraine has been made and recommendations for its improvement have been provided, based on the foreign experience studied. An assessment of the activities of the bodies included in the national system of public regulation of industry based on a deep study of their performance indicators has been made. The regulatory work of the following bodies has been analyzed:   the    State   Service   for   Food   Safety   and   Consumer Protection, the Antimonopoly Committee of Ukraine, the National Council for Television and Radio Broadcasting, the Ministry of Economic Development and Trade of Ukraine. The ineffectiveness of the national regulatory system of the industry has been proved by comparing regulatory activity indicators with the data on the development of the marketing communications market

in Ukraine for the relevant periods. The potential effectiveness of the system of

public regulation of the marketing communications market in Ukraine has been determined on the basis of expert assessments of specialists of the national marketing industry of external and internal factors of the development of the regulation system, calculation of integral performance indicators. The peculiarities of the functioning of specialized institutes of self-regulation, in particular, the role of the leading international regulator of relations in the field of marketing communications – the European Advertising Standards Alliance (EASA) – have been investigated. The project of the construction of a modern system of self-regulation of the marketing communications market in Ukraine on the basis of the program documents of the European Advertising Standards Alliance has been proposed. The project involves the consolidation of professional associations of participants in the national marketing communications market to create a central body of self-regulation of the industry with broad powers.

A comparative analysis of national and foreign systems of public regulation of marketing communications markets has been conducted, its advantages and disadvantages have been determined. The project of organizational and economic reforming of the system of public regulation of the marketing communications market in Ukraine has been proposed based on the principles of de-bureaucratization and democratization of the regulatory system of the industry. It is proved that the creation of a single specialized public regulator of the marketing communications market will allow the state to significantly increase the level of industry control, to carefully adjust its development, to improve the level of interaction of the regulator with the subjects of the market. Economic and mathematical modeling, in particular the game theory toolkit, has been applied to increase the possibilities of selecting effective solutions in the field of public regulation of the marketing communications market. The mechanism of effective interaction of the public regulator with the bodies of self-regulation of the industry has been developed, which provides for the creation of the appropriate regulatory and legal framework, administrative support for the implementation of the decisions of the self-regulatory bodies, the inclusion of representatives from the self-regulatory bodies in the management personnel of the profile public regulator.

Keywords: marketing communications, marketing communications market, media communications, non-media communications, advertising, integration processes, Internet marketing, public relations, sponsorship.