CONDUCTING A NATIONAL DIGITAL ADVERTISING CAMPAIGN UNDER CONDITIONS OF UNCERTAINTY

The subject of the study is an analysis of the national advertising campaign of an international brand using digital marketing tools within the framework of strategic marketing communications and brand management; digital marketing tools are considered as part of the company's marketing communications strategy. The purpose of the study is to consider the stages of a national advertising campaign, to characterise the features of digital marketing tools; to compare the effectiveness of digital marketing methods used to maximise the coverage of the target audience and promote brand values in the context of strategic marketing communications; to study the issues of evaluating the effectiveness of such digital advertising campaigns. Research methods. The study uses the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, the method of data generalisation, the method of expert evaluation, and the monitoring method. Results of the work. This paper defines the place and role of digital tools in the framework of a national advertising campaign in the context of the war in Ukraine and uncertainty in society. Using the example of a relevant advertising campaign of an international brand present in the Ukrainian market, the paper outlines strategies and approaches to conducting national campaigns with the aim of informing, improving the brand image, etc. The paper also considers the issues of evaluating the effectiveness of digital advertising campaigns, provides examples of evaluation using econometric models and include proposals for conducting relevant marketing research. The paper describes the media and analyses their relevance in the modern information field, conducts a comparative analysis of their effectiveness based on the experimental experience of cooperation with representatives of medium and large businesses. Proposals for effective methods of conducting image advertising campaigns and assessing their impact on consumers are presented. Conclusions. The results of the study are as follows: a set of strategies for effective national digital advertising campaigns that can be applied to international brands in conditions of market uncertainty is identified; possible measures for analysing the effectiveness of the reviewed campaign are proposed.