The purpose of the article is to study the mechanisms of support of cluster formations abroad. To reveal modern aspects of the national institutional environment to stimulate the genesis of scientific and innovative agricultural clusters and to identify the main possible areas of financial support for their development. Research methods. General scientific and specific methods of empirical research were used: comparative-historical and monographic, which allowed to assess the dynamics of state support for clustering processes in the European Union and Ukraine, as well as to identify sources of financial incentives; system approach - contributed to the study of the mechanisms of interaction of the cluster as a system with the social environment, to perceive the cluster formation with a dynamic integrity that is constantly evolving; analysis and synthesis provided an opportunity to reveal potential financial methods of cluster support and to integrate approaches to the formation of a mechanism for stimulating cluster associations; cognitive operations of comparison and description are used; the abstract-logical method is used for theoretical generalizations and conclusions. Research results. The implementation of current cluster policies in the countries of the European Union is analyzed. It is established that the studied approaches have some progressive similarities despite the specific development and implementation of cluster programs and their dependence on the context and validity of national/regional policy in different areas. The analyzed approaches have some progressive similarities. The priority opportunities of smart specialization of the region are given, in the development of which cluster formations are the main "blocks". The best European projects related to the socio-economic prosperity of the regions, which stimulate the development of clustering, are highlighted. The components of sustainable financing of regional cluster formations in Ukraine have been revealed, providing initial state support. The possibility of stimulating the process of clustering with funds allocated from the state budget to develop the regions and the financing of the Sectoral Policy Support Program was assessed. Possibilities of self-financing and self-crediting of scientific and innovative agricultural clusters to be formed based on interregional research centres of NAAS have been confirmed. Scientific novelty. The conceptual ambiguity of the formulation of the financial security of the establishment and elaboration of scientific and innovative cluster models adopted based on the interregional scientific centres of the NAAS has been developed. Based on successful European advice, the theoretical and methodological approach inspiring the financial mechanisms of clustering in Ukraine has been justified. Practical significance. The directions of financial stimulation of clustering processes within the limits of national, branch and regional strategies, particularly strategies of smart specialization of regions and territorial communities, strategies of support of small and medium business as the fundamental element of business initiative and the primary driver of clusters are offered. Tabl.: 1. Figs.: 1. Refs.: 20.

Виділено 10 складових е-mail-маркетингу. Проведено аналіз видів розсилок і їх використання на кожному етапі е-mail-маркетингу: за охоплюваною аудиторією (масова розсилка, розсилка по сегментах, індивідуальні пропозиції) і за поставленими завданнями (регулярна інформаційна (тематична) розсилка, листи-транзакції, листи-анонси, листи приурочені до події, сервісні листи, рекламні листи, електронні газети). Узагальнено методи дослідження цільової аудиторії і її сегментації за загальними ознаками (географічними, частотою покупок, спектром покупок, соціальною приналежністю та ін.). Досліджено понад 30 поштових сервісів для поштових розсилок і надані характеристики 6 найбільш вживаних: SendExpert, eSputnik, SendPulse, MassDelivery, UniSender, Mailchimp. Висвітлені умови виготовлення підписної сторінки.Виділено безкоштовні способи поповнення бази розсилок. Визначено 8 базових параметрів оцінки ефективності

The concept of contextual advertising, its strengths, main types are defined. Types of advertising campaigns are defined. Highlighted the basic settings in Google Ads, in particular the rules of keyword selection. The effectiveness of using contextual advertising as an Internet marketing tool has been established, given that it: acts selectively and is displayed to visitors of the website whose sphere of interests potentially coincides / intersects with the subject of the advertised product or service; meets the requirements of the target audience, which increases the likelihood of its response to advertising and makes it more attractive than other types of advertising; helps to improve the company's image, disseminate information about products and sell goods over the Internet; is an effective element of digital marketing, which with a high-quality setting can increase company revenues. Contextual advertising has prospects, given: - increasing the number of Internet users and the time of its use by each user; - its regional orientation, which allows you to weed out a lot of non-target customers; - focus on a specific target audience by interests; - ofline advertising is becoming more expensive; - contextual advertising tools are improving, more services are appearing for a deeper analysis of statistics. When setting up contextual advertising, the following are important: choosing the type of advertising campaign (image, product, trade), searching for keywords and choosing the type of correspondence (general matching, broad match modifier, phrase matching, exact matching). Effective contextual advertising is a chain of "request -> keyword -> advertisement -> landing page of the site-> purchase of goods". Keywords: digital marketing, search engine, contextual advertising, advertising campaign, demand, keywords.