DEVELOPMENT AND IMPACT OF AUGMENTED REALITY (AR) ON MARKETING CAMPAIGNS

Introduction. The development of new technologies is constantly changing the world around us, creating additional opportunities in various spheres of life, including business. Recently, augmented reality (AR) has become a necessary part of everyday life, is successfully used in medicine, education, entertainment, trade, and other areas of human activity. The impact of augmented reality (AR) on marketing campaigns deserves special attention. This new technology allows brands to interact with consumers in new ways, including real digital content as well as unique and immersive experiences, in this sense, the technology opens up new opportunities for creating effective and impressive campaigns that attract targeted attention. audience. The question arises of clearly defining the role and impact of augmented reality (AR) on marketing campaigns. Purpose. The purpose of the study is to reveal conceptual approaches to the development and impact of augmented reality (AR) on marketing campaigns. Materials and methods. The research material is a combination of general scientific and special methods: methods of analysis and synthesis, theoretical analysis, systemic-historical analysis, classification, systematization, conceptual and analytical methods, comparison, systemic-structural analysis, typification, generalization, and graphic-analytical methods. Results. It has been proven that using the capabilities of AR technology for marketing campaigns allows you to recreate the process of visual perception of the necessary information, reproducing several processes for visual representation in real size and power. The influence of augmented reality (AR) on marketing campaigns, which leads to the attraction of customers from retail chains and an increase in the conversion rate, is determined. The use of augmented reality (AR) tools can help successful companies maintain a leading position among their competitors, increase revenue and increase customer loyalty. The types of augmented reality are defined. Global trends in digital marketing are characterized. The impact of augmented reality (AR) on brand and advertising awareness is investigated. Unique and interactive advertising campaigns based on augmented reality (AR) are highlighted. The benefits that marketers can get by using augmented reality (AR) technology are identified. Promising areas of AR in advertising are outlined. The experience of foreign companies in Ukraine in the use of augmented reality (AR) technology is analyzed. AR marketing increases customer engagement by creating an immersive interactive experience. The development and implementation of an AR strategy as a factor in the company's innovative development helps to reduce the cost of the production process by reducing the number of errors in the planning and development of the product itself; to take a more favorable position in the market by increasing customer satisfaction; increase labor productivity, staff professionalism; and improve the quality of management decisions. This level of interaction helps to choose a more profitable and competitive niche in the market.. Discussion. Further research should focus on identifying augmented reality as a key element in creating personalized advertising campaigns. This will increase the effectiveness of marketing messages, especially by visualizing products so that potential buyers can observe them in real environments and actions.