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ESSENCE AND ORGANIZATIONAL AND LEGAL ASPECTS OF MARKETING COMMUNICATION OF ORGANIC PRODUCERS IN THE PUBLIC SPACE OF THE COUNTRY

The article considers: approaches to the interpretation of the essence of the concept of communication, its types and tools of implementation; organizational and legal aspects of the development of marketing communication of business in public space, in particular producers of organic products. The simplest model of communication is studied, which includes three components – the message (action, filled for others with one or another informative content), the information that the recipient puts into the message, and the understanding of the message by the recipient.The main normative and legal acts of ensuring the communication of producers of organic products in the public space and the study of the communication of producers of organic products in the public space of Ukraine revealed a number of problems. These problems indicate an unformed process of communication in public space, which needs to be improved, both by business and by government agencies and the public to increase the effectiveness of social interaction of active actors.Today, the structure of marketing communications distinguishes between ATL (at the line) and BTL (below the line), while there is no generally accepted classification, and this issue remains the subject of discussion. However, it is believed that ATL activities are related to communication in traditional media: advertising (print media, radio, television, cinema), outdoor advertising (including advertising on transport), as well as indoor-video.Modern openness and transparency of public space necessitates the search for creative approaches to effective business communication, both with the public administration system and with society.Promising areas for improving the mechanisms of marketing communication of producers of organic products in public space are: work on the development of communication culture, enterprises, the public and government; active actions are aimed at the formation and democratization of state bodies and strengthening the transparency of interaction between enterprises and government agencies; work on decentralization of power and transition to partnership cooperation taking into account the interests of the public and producers of organic products; formation and implementation of the national idea based on the interests of society and producers of organic products; formation of organizational and legal conditions for the development of dialogue between business, government and the public.