ENVIRONMENTAL ADVERTISING AS A TOOL FOR CREATING A FAVORABLE ENVIRONMENTAL IMAGE OF TERRITORIES

The territory of the Donetsk People’s Republic is famous for its natural landscape and rich natural resources, which have become the brand of the territory, a driver in the development of the green economy, and a calling card for investment companies, which is especially important when forming a concept for the development of territorial marketing. During the period of hostilities on the territory of the Donetsk People’s Republic, environmental problems have always been urgent and urgent, and the consequences of military operations have led to serious problems, the solution of which should be a priority among strategic tasks when forming a strategy for the development of the territory of the Donetsk People’s Republic. The purpose of the scientific research is to form the marketing specifics of the use of environmental advertising as a tool for creating a favorable environmental image of territories in the environmental marketing system. The main objectives of environmental advertising are defined based on the interpretation of environmental marketing and its target orientation. It has been established that when forming environmental advertising, it is important to focus on the target orientation and, accordingly, the target audience of the population and business structures of the Donetsk People’s Republic. Since environmental advertising is carried out comprehensively on the basis of a systematic approach, marketing technologies have been identified that have been transformed to meet the targets and strategic initiatives of environmental marketing aimed at creating a favorable image of territories.