Annotation. Introduction. Strategic management of the region – management activities aimed at achieving the goals in an unstable competitive market environment, including diagnostic analysis of the region. Purpose. The aim of the article is to study the management of regional development in the system of state regional policy at different levels, which is the prerogative of functional management of the region, identifying problems and forecasting socio-economic development of the region, developing strategies and ways to improve state regional policy in transformational conditions. Results. State regional policy in Ukraine allows to consider the composition of subsystems of the region on the basis of the theory of organization, can serve as a basis for systematic analysis of the region depending on the scale of management, production capacity, population and market infrastructure. The basis of regional planning is a reasonable formation of its goals and criteria. The development strategy of the region should be based on the theory of program-target management and provide for setting strategic and tactical goals, as well as criteria for achieving them – quantitative indicators that determine the extent or composition of the assessment of the goal compared to other possible options for regional development. Conclusions. At present, the sphere of the state regional policy is being reformed, which should take into account the provision of balanced development of the state and its regions. Asymmetry and problems of development of the territories of Ukraine are connected with many negative phenomena. The state regional policy should be aimed at creating a single integrated space, taking into account the European experience and new approaches to its improvement. Difficult economic situation in the region; budget problems do not allow for expanded production, so it is advisable to apply strategies of “fire extinguishing”, “retreat”, “guerrilla warfare”, “reduction” and “elimination”. Keywords: Regional development, state regional policy, region, management system, strategic management, strategy, planning, concept.
The article considers the issues of psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. Based on the research, it was proposed to organize the model of sensory or emotional reaction, which leads to the controlled advertising management. The purpose of the study was to examine the psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. It is shown that first, modern advertising tries to create conditions for the buyer's conscious and deliberate perception of an advertising appeal, and therefore for automatic purchase, ensuring not a one-time, but a permanent purchase process. Thus, advertising is the only element of marketing management, which starts with an effort to understand the consumer, his requests, and needs. Because of that, advertising research is conducted in many areas: product analysis, market research, analysis of possible mass media and communication media. However, the basis of the foundations is the study of consumer characteristics, the study of possible motives for their behavior. Therefore, the study of psychological aspects of product promotion in the advertising management system under the competitive conditions of the knowledge economy is relevant. The article considers issues of psychological aspects. It has been proven that in the system of advertising management under the competitive conditions of the knowledge economy, models of sensory or emotional reaction usually use one or more of the following four principles: generation of feelings of cordiality, excitement, fear, fun by advertising; generating a sense of satisfaction from the advertising appeal itself; transformation of experience, when new attributes are imperceptibly added to a well-known trademark; the process of developing a conditioned reflex, when feelings, attitudes towards advertising or a transformed user experience are to be associated with a brand. Mental activity can also influence feelings, attitudes towards advertising and the transformation of user experience: the audience can stimulate their feelings by recalling relevant personal experiences; the attitude of a pre-advertising appeal may be influenced by someone's authoritative opinion, or it may be liked precisely because of its informativeness, etc. Keywords: psychological aspects of product promotion, advertising management system, competitive conditions, knowledge economy, marketing.