РОЛЬ ЗАСОБІВ МАСОВОЇ ІНФОРМАЦІЇ ТА КОМУНІКАЦІЇ У РОЗВИТКУ ПІДПРИЄМНИЦЬКОЇ ДІЯЛЬНОСТІ
Ensuring a high level of adaptation of the company to market challenges is one of the board's strategic tasks today. The theoretical basis of the company's competitiveness management is the conceptual assumptions of modern economics and management theory, in particular - key assumptions of market theory, competition and competitive advantage, the concept of strategic management, modern management paradigm and fundamental principles and tools developed in modern management approach, challenges and effective management of the enterprise, which in the long run will be able to improve market position. The article analyzes the essence of enterprise development. The principles of mass media and their influence on consumer behaviour and their role in the development of the enterprise are determined. It is noted that the choice of dissemination of information about oneself or products (services) will be an essential direction for the company, so the information component does not stand still but develops rapidly. Hence, it is necessary to indicate very clearly where to send information about products and companies. The company is forced to sell its products, accompanied by original, informative, and attractive appeals that would convince them to meet consumers' needs and desires. Achieving the desired response to the message is possible only in a detailed study of the target group aimed at identifying the reaction of recipients. Recommendations have been developed to improve the company's communication with consumers in the context of business development. Therefore, when developing advertising, managers should consider the message's communicative goals (the expected economic impact of the developed advertising, the advertiser's wishes regarding production time, advertising campaign budget, etc.). Creating the content of the advertising appeal requires a certain motivation of the recipient. The response of the recipient of the advertising appeal, desired from the point of view of the messenger, is possible only if the motive used in the appeal coincides with the needs of the recipient, arouses a certain interest. The company is forced to sell its products, accompanied by original, informative, and attractive appeals that would convince them to meet consumers' needs and desires.