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MARKETING EVALUATION OF THE EFFECTIVENESS OF ADVERTISING ACTIVITY IN SOCIAL NETWORKS

The article analyzes the dynamic development of Internet resources and digital communication channels, which, in turn, directly affects the performance of global and regional advertising markets. It has been proven that the most popular platform for online advertising appeals of companies today are social networks. Trends in the development of the advertising industry have been studied, in particular, the increase in costs for all types of costs, except for printing. It has been established that in Ukraine at the beginning of 2022 the audience of the social network Instagram is the largest, followed by Facebook. The options for choosing a strategy for promoting goods and services on Instagram in order to monetize the company's account as a showcase page are systematized; as an interactive product catalog; as a thematic online magazine; as a personal brand profile; as an information blog; as a mini-landing; as a brand account. The possibilities of Stories on Instagram for conducting and showing consultations, webinars, competitions, master classes, quizzes, backstages, live communication with the target audience of companies have been identified. The peculiarities of receiving income from advertising of Egoist magazine customers in their own business accounts on social networks are analyzed. Methods and metrics of KPI for determining the effectiveness of advertising appeals in the media are identified and the most popular of them are those that allow you to track the algorithm of certain actions of users and assess the actual profitability of advertising efforts.Among the variety of communicative and cost-effective advertising activities on the Internet and social networks, marginal revenue was chosen as a marketing assessment of the effectiveness of advertising appeals of customers in the format of Stories on Instagram. The cost-effectiveness of advertising appeals of Egoist magazine customers in the business account of the social network Instagram in the Stories format was calculated using the analysis of the marginal income index. The positions in the range of services with high and low margins are determined, recommendations for optimizing the placement of advertising in the media are given.