MARKETING SOLUTIONS AND THEIR IMPACT ON CAPITAL INVESTMENTS IN ADVERTISING ACTIVITIES AND MARKET RESEARCH

The article examines the criteria for studying the market, the directions and types of marketing research, the functional direction of marketing research, the stages of assessing marketing risks, and the methods that should be used in assessing marketing risks. Based on the analyzed statistical data, we concluded that in 2022, due to the war in Ukraine, capital investments in advertising activities and market research decreased by 723,534 thousand UAH compared to 2021. However, already in 2023, the situation improved due to an increase in the amount of capital investments under this expense item by 283,593 thousand UAH compared to the first year of the war. A negative trend is observed in 2023 in terms of a decrease in the volume of capital investments in advertising activities by 290,527 thousand UAH compared to 2021 and a decrease in advertising activities and market research by 44,781 thousand UAH in 2023 compared to 2021. Capital investments in advertising activities and market research in tangible assets are related to intangible assets as 1:5.5, and capital investments in advertising activities in tangible assets to intangible assets as 1:2.2. In general, the amount of capital investments in intangible assets in advertising activities and market research in Ukraine in 2023 was 647,581 thousand UAH less than in tangible assets in this area. Modern trends observed in marketing are presented, including: platforms for automating marketing research, the use of predictive analytics, the emergence of immersive technologies, tools for creating content (Adobe Express, Lumen5, AI-generated content), advertising company management tools (Ads Manager). The author is convinced that marketing decisions allow an enterprise to choose an effective marketing strategy, and the adoption of the right marketing decisions is influenced by marketing market research. The scientist emphasizes that qualitatively conducted marketing research allows a business entity to quickly navigate changes, understand trends and implement innovations and develop new products for delivery to the consumer market.