COMMUNICATION WITH CONSUMERS IN CONDITIONS OF WAR

Communication with the audience is always a relevant issue for business. This is especially important in the conditions of the crisis that we can observe during the war in Ukraine. Today's events, unlike previous military conflicts, have both a local impact on Ukrainian manufacturers operating in the domestic market and a global impact on international brands doing business in Ukraine and the world. Since the war is still ongoing, there is no systematic analysis of the changes taking place in the field of marketing communications. Previous world-class military conflicts (World War II) took place at a much lower level of development of brand communications and marketing technologies, so experience in this field is not sufficient, and the conducted research does not fully meet current needs. With the beginning of the full-scale invasion, the business of Ukraine was shocked. Businesses had to make many important decisions in a short period of time. In addition, the policy of communication between companies and consumers has undergone significant changes. The article provides a general assessment of the state of communications with consumers in the Ukrainian market in terms of several aspects. Communication in the conditions of war requires anti-crisis measures. The main areas that need to be paid attention to when solving problems with communication with the audience should include: planning, budget, channels, content, and trends. A study of the state of marketing communications shows that changes have affected both planning terms and expectations from interaction with society. The reorientation of the audience's interests indicates a change in the basic needs and preferences of the population, which was caused by the stressful situation. Promotional tools used by brands in their marketing activities have also undergone changes. Recommendations were also given regarding several trends that are present in the Ukrainian and world markets, which entrepreneurs should consider when communicating with the audience. More native ways of communication have been added to the usual trends that align the brand with its target audience. Foreign practices are becoming more common in the Ukrainian market and therefore gaining significant use in informational messages of enterprises.