Adnotacja. W artykule przedstawiono analizę konkurencyjną działań wiodących agencji reklamowych Ukrainy w Internecie, w szczególności w mediach społecznościowych (Facebook, Instagram, YouTube). Zastosowano kompleksowy system oceny działań marketingowych w obszarach: platformy obecności online, działania reklamowe, wizerunek.Badanie zawiera porównanie kluczowych wskaźników aktywności agencji reklamowych w sieci Internet, analizę strategii promocji internetowej, modelowanie strategii skutecznej promocji marki w sieci Internet.Autorzy wykorzystują szereg narzędzi do monitorowania i oceny działań marketingowych agencji reklamowej na platformach obecności online: serwisy analityki internetowej (Google Analytics, SimilarWeb, PR-CY); serwisy analizy stron w sieciach społecznościowych (Popsters, RivalIQ); serwisy zarządzania reklamami internetowymi Google Ads. Opracowano zalecenia dotyczące poprawy podejścia do promocji marki agencji reklamowych w Internecie.Słowa kluczowe. Agencja reklamowa, działania marketingowe, serwisy społecznościowe, strategia medialna, skuteczność.

In the conditions of increased instability and the emergence of significant destabilizing factors in the development of politics, the economy and the society, the issues of public opinion formation are becoming more acute, for which the media, which simulate various situations and form patterns of behaviour, are of crucial importance. The purpose of the research lies in substantiating the theoretical principles and applied recommendations regarding the axiological fundamental pillars of the formation of public opinion in the media. The methodological base of the research comprises the general scientific and special methods, namely: comparison and analogy, monitoring and observation, analysis and synthesis, systematization and generalization, cluster analysis based on the use of the k-means method, graphical and tabular methods. Concerning the results of the research on the axiological fundamental pillars of the formation of public opinion in the media, it has been established that the public opinion formation takes place under the influence of the media, taking into account social-political and cultural-spiritual values and such tools of the media as: persuasion, suggestion, imitation, psychological infection and manipulation. It has been found that from among the countries of Central and Eastern Europe, three groups of countries have been distinguished, characterized by common features of the formation of public opinion in the media, as follows: countries with a relatively high level of democracy and resilience to disinformation (Poland, Hungary, Slovakia and the Czech Republic), which belong to the European Union and are able to ensure higher indicators of the democratic implementation of civil liberties and the ability to more effectively counter disinformation; countries with a medium level of democracy and resilience to disinformation (Armenia, Georgia, Moldova and Ukraine), in which the proper basis for the implementation of democratic principles of public opinion formation has been formed, however, there are a number of problems and obstacles causing significant deformations regarding the influence of the media on the society; countries with a low level of democracy and resilience to disinformation (Azerbaijan, Belarus), which are characterized by an authoritarian regime, and the formation of public opinion depends on public authorities and the media.

The article is devoted to actualization of the library public relations, especially to introduction of the modern creative PR-arrangement as the main instrument of the library PR-portfolio, aimed at the maximal satisfaction of users and raise of the library image. Classification of PR-arrangements, most topical for the library activity that is directed on improvement of the library image among the general public and also influence the popularization of reading in whole is actualized in this article. Socio-cultural sphere needs significant transformations and development for today, because it is a background of society cultural level formation. Thus, we understand the necessity of popularization of the libraries among public, raise of demand for library services, involvement of population to the arrangements, introduced at the library, because library it is socio-cultural institution that favors the raise of educational level and national consciousness of society. The library activity in the modern world must obligatory be demanded, because demand it is a certain frame of whole information-communicative system, and public relations are the one of its main elements. Just event communication is one of the main instruments of PR-portfolio form cyclicity of the whole library activity that must start from the user and be finished with it, because at the arrangement the direct process of communication that provides the two-vector character of "public relations" takes place.

The article deals with the main trends in the use of communication technologies in the modern art market. In today's world, where there is a surplus and availability of information, and technical progress is included in almost every home, the strategic advantage of distributed art content is the use of both traditional and modern communication technologies. For their formation, firstly, high-quality communication for obtaining and exchanging knowledge, ideas and, secondly, a democratic interactive space for the organization of interaction and further promotion. Given that the study of communication technologies in the field of culture and art, their structural elements and stages of implementation is a relevant and promising area not only for science but also for practice, it is necessary to take into account the needs of the audience in the artistic process. Today, the cultural environment offers platforms open for joint communication and active participation of creative people. They have long been dissatisfied with the role of a passive spectator, they want not to observe, but to participate. Therefore, the effect of participation is one of the most important principles in promoting artistic initiative. In addition to the importance of the practical use of communication technologies, there is a significant socio-cultural significance, which covers the worldview, contributes to the spiritual growth of society. According to the general trend of dialogism, the communicative possibilities of art are becoming the highest priority area in the study of culture and art. It is not enough for art today to simply exist in the embodiment of certain artifacts, and the viewer does not always understand his own role in the "dialogue" with the beautiful. Therefore, it is important to have certain platforms, event manifestations of creative space, where the format of a single action allows the audience to use their creative potential. This approach to engaging the audience is the most trendy in modern artistic communications, because, despite the fact that the light goes out, the music stops playing and the art festival ends, it can accompany a person for a long time, as well as let him know what he is capable of. that he is interested in where he is able to express himself creatively, because it is important to consider the creative potential, and in the future it can bear fruit in completely different areas of human activity.

The article is devoted to the development of the national cultural identity by means of molding and sharing the content, which contains the value orientations to enhance understanding by different social groups, namely the youth, their affiliation to a certain ethnical group with its specific mentality, moral norms, ethical principles and public position. In this paper, we applied Source Studies method, analysis of scientific literature, sociological and statistical studies as well as systematization practical experience of molding valuable content in interactive media. The paper explores approaches to understanding and classifying values as such, as well as possibilities of incorporating them in the content of the most popular forms, to be shared through the most relevant channels with active audience. Consequently, it is suggested to consider valuable content as a method of molding media culture, simultaneously taking into account both the internal and external factors of globalization processes, that also affect not only the formation of media culture but also the dynamics of socio-cultural changes and national landmarks. As well, we attract attention to inherent nature of audio-visual content, which through moving and sound images not only reaches considerable audience but also molds valuable principles to serve in favor of the development of identity of a certain society. Evidently, one of the information broadcasting tools full of value orientations is social networks, particularly, TikTok, which for the continuous growth of its audience is acknowledged both by statistics and perspective young audience, that is advisable to be influenced softly and with suggestive strengthening values of Ukrainianness.