ADVERTISING MANAGER IN THE STRATEGIC DEVELOPMENT OF SOCIOCULTURAL INSTITUTIONS AND PROJECT PRESENTATION

Abstract

Purpose of the Article. The purpose of the article is to substantiate the strategic role of the advertising manager in the development of sociocultural institutions and to explore effective approaches to project presentation in the modern communication environment.
Research Methodology. The study employs an interdisciplinary approach combining systemic, analytical, comparative, structural-functional, and axiological methods. The systemic approach allowed the examination of advertising management as
part of a holistic development strategy of sociocultural institutions. Analytical and comparative methods identified trends in
transforming the advertising manager’s functions under digitalization and globalization. The axiological and structuralfunctional approaches revealed the value-oriented and communicative aspects of managerial activity, emphasizing social responsibility and cultural identity during wartime and post-war periods.
Results. Advertising management plays a strategic role in shaping the development, positioning, and communication of sociocultural institutions in the context of digitalization and globalization. An effective advertising policy functions as both a promotional and a managerial tool that integrates analytical, creative, and communicative approaches. The use of digital technologies and modern presentation formats enhances interaction with audiences and strengthens institutional identity. Thus, the advertising manager contributes to the sustainable development of the sociocultural sphere and its integration into the global cultural space.
Scientific Novelty. The article substantiates the strategic role of the advertising manager as a key actor of communication management, combining analytical, creative, and digital competencies to build a sustainable image and promote sociocultural projects.
The practical significance. The findings can be used by managers of sociocultural institutions to develop effective advertising strategies, improve communication policies, and enhance project visibility in digital environments during wartime and post-war recovery.