ДИЗАЙН І ТЕХНОЛОГІЯ ВИРОБНИЦТВА РЕКЛАМНОЇ ПРОДУКЦІЇ В СИСТЕМІ БРЕНД-КОМУНІКАЦІЙ: ПРИКЛАДНИЙ ПІДХІД ДО ОЦІНЮВАННЯ ЯКОСТІ

The article examines the role of design and production technology of advertising products in the system of brand communications. It is substantiated that advertising products are not only material or digital carriers of information, but also an important tool for shaping visual identity, brand recognition, trust and the professional image of a brand. In the contemporary communication environment, the effectiveness of an advertising product is determined not only by the creativity of the idea, but also by the quality of its design implementation, technical preparation, adaptation to various media, compliance with brand style and quality control at all stages of the production process. The purpose of the article is to substantiate the role of design, technical preparation, adaptation to various media and quality control of advertising products in ensuring the effectiveness of brand communications, as well as to develop an applied checklist for assessing the quality of advertising materials. The methodological basis of the study includes theoretical analysis, systematization, visual and communication analysis, production process modelling, case analysis and the development of an applied checklist for quality control of advertising products. The study considers advertising products as a system of print, outdoor, souvenir, presentation, video and digital media that ensure brand contact with the target audience. Special attention is paid to the relationship between the creative concept, design solution, technical production parameters and the communication effectiveness of an advertising product. The scientific novelty of the study lies in the systematization of design, technological and quality parameters of creating advertising products in the system of brand communications. An applied approach to assessing advertising materials is proposed, combining the criteria of brand consistency, visual integrity, readability, adaptability to media, technical readiness, content accuracy and communication effectiveness. The practical significance of the study lies in the possibility of using the proposed checklist for planning, production and quality control of advertising products of enterprises, institutions, agencies and service organizations. The article uses the advertising and communication materials of the TAM research agency as an example for testing the approach to assessing the quality of advertising products of an expert organization. This approach makes it possible not to conduct a critical audit of a particular brand, but to demonstrate the possibilities of systematic assessment of advertising materials according to design, technological and brand communication criteria. It is proved that the quality of advertising products depends on the consistency of the creative idea, visual style, technical preparation, adaptation to distribution channels and preliminary control before publication, printing or placement.