FEATURES OF THE APPLICATION OF MARKETING TOOLS IN THE SPHERE OF ENTERTAINMENT SERVICES AT THE INITIAL STAGES OF PROJECT IMPLEMENTATION UNDER THE CONDITIONS OF DIGITALIZATION

Анотація

In the article, using the example of the virtual reality club «Dive VR», the peculiarities of the use of marketing tools at the initial stages of the project in the field of entertainment services in the conditions of digitalization are considered. The role and types of advertising means in the implementation of entertain-ment projects are considered. It was determined that advertising is a complex of all types of promotion methods, each of which has a unique set of approaches to delivering information to the consumer. Modern marketing tools that can be used to advertise services are analyzed. Internet advertising trends in Ukraine were studied and their dynamics were analyzed. It has been studied that the volume of promotion of adver-tising on the Internet, as one of the key directions of its placement, is growing in Ukraine. It has been stud-ied that in general, the online advertising market has been growing since 2021, when due to the COVID-19 pandemic, the peak of the demand for online advertising fell not only in Ukraine, but also in the whole world. In 2023, the Ukrainian online media market is expected to grow by an average of 8% due to in-creased demand for online media advertising in the context of digitalization.The peculiarities of the implementation of projects in the field of entertainment services were determined using the example of the virtual reality club «Dive VR» and the introduction of theSMM-marketer position was proposed as the basis for successful promotion of the club in the city of Cher-nihiv. The economic efficiency of this project has been analyzed and the key benefits that «Dive VR» club can get by hiring an SMM-marketer have been identified: «Dive VR» club's image will improve and its revenue will increase.Marketing in social networks is one of the most effective ways of online advertising in the mod-ern world, because most Ukrainians are active participants in social networks, which directly proportionally influence their choice of services, entertainment or goods.At the same time, each effectively organized project contributes to ensuring the stability of the functioning of the sphere of entertainment services

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