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The article examines the period from the end of the 17th century to the beginning of the 19th century, when on the basis of deep philosophical concepts, a new vision of the development of statehood and human values raised. At this time, a certain re-thinking of the management and communication ideas of Antiquity and the Renaissance took place, which outlined the main promising trends in the statehood evolution, which to one degree or another were embodied in practice in the 19th and 20th centuries. A systematic approach and a comparative analysis of the causes and consequences of those years achievements for the present and the immediate future of the 21st century served as the methodological basis for a comprehensive review of the studies of that period. The scientific novelty of this study is the demonstration of the theoretical heritage complexity of the Enlightenment for the general history of management and communication ideas. The article presents an analysis of the views and concepts of the late 17th – early 18th century thinkers Thomas Hobbes and John Locke, who defend the right to freedom of communication and liberalization of relationships in the system: “person – society – state”, associated with their own understanding of the government role. French enlighteners François Voltaire, Denis Diderot, Jean d'Alembert, Etienne Condillac were much smaller theorists in management and communication issues, but their successful epistolary and encyclopedic communication practice, starting from the third decade of the XVIII century significantly increased the self-awareness of the masses. The influence of their ideas on the possibility of progressive development of social relations, on improving the national states manageability and on how of a new type scientists were able not only to popularize knowledge, but also to practically make it an object of public communication is shown. In this context, the author considers the importance of political and legal communication problems in the vision of Charles Louis Montesquieu and analyzes the republican governance ideas by Jean-Jacques Rousseau as an outstanding figure of the Enlightenment, who attached great importance to the forms and methods of forming of the state governance structures. At the end of the historical period under consideration, a comparative historical analysis of the most significant statements of such thinkers as Immanuel Kant and Georg Wilhelm Friedrich Hegel is presented. These founders of the scientific discourse around the problems of power and state, war and peace, the effectiveness of government and communication in relations with the people laid the enduring foundations of the theoretical argumentation of two opposing views on the cardinal problem of our time – the possibility or impossibility of achieving mutually acceptable foundations of a new world order peacefully, excluding all types of hybrid wars. The general picture of the scientific and technological achievements of this period, influencing the level of understanding of the management and communication functions of the state of that time, is given in comparison with the present.

The article considers the implementation of decentralization processes in the national system of public administration. In the context of socio-economic and political problems in Ukraine, the issues of ensuring the effectiveness of regional development are becoming increasingly important. The existing system of administrative-territorial organization and hierarchy of power, distribution of powers between public administration bodies at the national and regional levels and local self-government bodies was not able to ensure balanced development of territories. The priority was to ensure equal access to social, administrative, communal and other services for the population of both large cities and rural areas. An important aspect of development is the issue of community responsibility for management decisions. Representation of the community in matters of territorial development is of increased relevance. A retrospective analysis of the development of decentralization reform in Ukraine and a system of legislative support for the functioning of amalgamated territorial communities were conducted in order to determine the prospects for further implementation of decentralization reform in Ukraine. Thus, the article considers the regulatory framework for the introduction of a system of decentralization of power in Ukraine. Certain aspects have been identified that have not been elaborated by law and hinder the further development of the system of amalgamated territorial communities. The analysis of the legal framework made it possible to identify the main normative documents regulating decentralization processes in Ukraine, outline their role in the development of decentralization processes, and determine the legal limits of capabilities and obligations of different levels of government, including local government and local government

This publication presents the emergence of the new sciences that are most important for today’s world: communication science, cybernetics, the theory of information, and the theory of the noosphere in the 1940s – 1950s. The purpose of this article is to analyze the total scientific achievements in Eurasia at the time of the Second World War. This was a bright phenomenon in the formation of new revolutionary theories. Works of Chicago-based and Frankfurt-based schools of thought, the theoretical concepts of T. Adorno, M. Horkheimer, H. Lasswell, P. Lazarsfeld, аnd other researchers laid the foundations of the communication science and contributed to the breakthrough in a number of the key subject areas. A system approach to and a comparative analysis of the causes and subsequent consequences of the achievements at that time for today’s world served as a methodological basis for a comprehensive consideration of large-scale studies of the past. The scientific novelty of this historic study consists in the interdependence and complementarity of the theoretical and practical achievements in the 1940s and rethinking of their importance in the structure of concepts in the 20th century. Industrial and military goals associated with the automatic management and communication processes required fundamentally new approaches and achievements. When World War II broke out, N. Wiener worked on these problems aiming at creating a computer, which pushed him to the idea that the principles of managing biotic and abiotic systems are the same and to the cybernetic concept development. In the mid-1940s, J. von Neumann built the first digital computer. In 1945-1947, A. Turing worked, as an inventor of “a universal machine”, on the “electronic brain” project and was the first to develop a number of programs for it. In 1942, C. Shannon published his work dedicated to the theory of information permitting a constellation of researchers to lay the foundations of the theory of communication. V. Vernadsky’s noosphere concept proposed in 1944 was particularly important. At present, the ideas of that period are gaining new importance as a basis for the single planetary management system.

Goal of the paper. The goal of this article is to define the nature, specific features and factors pertaining to the advertising agency marketing management. One of the tools is the use of non-standard approaches to management of advertising agencies, which under certain conditions makes it possible to improve the situation and to bring the agency to a new higher level as well as to improve the efficiency of its functioning in the conditions of transformational economy of Ukraine. Methodology . Monitoring of the marketing behavior of agencies that promote advertising services. The results of monitoring and analysis demonstrated that the majority of agencies have a disorganized approach to the agency marketing, which results in sporadic activities related to the use and organization of agency marketing. Only individual agencies begin to form their own marketing strategy for the implementation of which marketing budgets are allocated. The main marketing functions of a Ukrainian advertising agency have been identified. Practical value. Rapid development of technologies, sophistication and increased variety of goods and services, reduction of their life cycle, higher customer demands, the growth of volume and speed of obtaining information, increased competition – all these changes that are taking place in the external environment make the Ukrainian companies that provide advertising services search for new approaches to ensure better adaptation to these conditions. Uncertainty, unpredictability and instability of the external environment will continue to grow. Therefore, the companies that provide advertising services need to constantly adapt not only to the existing conditions but also ensure that they are able to quickly react in the future. The basic precondition for success is stability of the quality that is achieved through strategic planning, fine-tuned search system, efficient management, which encourages creation of a position of quality assurance director or manager, who would be responsible for the standards of client service quality. According to the monitoring results, agencies begin to form their own marketing strategies, for the implementation of which marketing budgets are allocated, which will facilitate the search for new customers. Relevance/originality . Based on the received data, further development of the advertising market may be determined by the development of other commodity markets, and first of all – by an increased volume of the consumer goods market.