Advertising is an important component of brand communications with consumers, an important channel of providing information to the target audience about available goods and services. The article examines the current state of the development of the advertising market of Ukraine in the context of the crisis, examines the impact of the unfavorable external environment on the advertising market, outlines possible trends for its further development. The dynamics of the volume of the advertising market in the period 2018–2022 were considered, the impact on its development of socio-economic and political crises that occurred in Ukraine and the world in recent years was analyzed, their impact on certain segments of the advertising market was determined, and the changes taking place in them were outlined and industries related to the advertising market under the influence of crisis phenomena. Changes in the structure of the advertising market and structural shifts in the composition of advertisers were studied, and the main trends in the development of the advertising market of Ukraine were determined. The development of the advertising market in recent years took place in the conditions of economic, social and political instability caused by the corona virus pandemic and the invasion of Russia into Ukraine. Unfavorable conditions of the external environment negatively affected the results of individual segments of the advertising market and the development of the market as a whole. The segments of print advertising, outdoor advertising and advertising in cinemas suffered the greatest negative impact of crisis phenomena. Due to the beginning of the war, the decline occurred both in business as a whole and in all segments of the advertising market. In the first months of the invasion, the advertising market stopped, but in the spring its gradual recovery began. Enterprises began to adapt to changes, search for and implement new business models. But a certain number of media organizations ceased their activities due to destruction, occupation or financial difficulties. The article outlines the changes taking place in the main segments of the advertising market and related industries, and describes the main trends in its development.
The article considers the importance of rational use and effective management of working time in modern conditions. Time is a unique resource that does not recover and does not accumulate, it must be used wisely to obtain certain values. At the same time, it is an important competitive factor, so the level and quality of working time needs systematic research. The article presents methods for studying the cost of working time, provides indicators of the use of working time for certain types of economic activity, identifies and summarizes the main causes of losses and irrational costs of working time. It is noted that all-day loss of working time is determined by comparing the actual time worked and the normative fund of time, and internal – by conducting special studies. Downtime (loss of working time) may depend on the contractors themselves, the employer and arise from other circumstances that do not depend on the direct subjects of labor relations. In the conditions of digitalization of the economy, intensification of competition and transformation of classical labor relations, the role of personal labor planning as a component of rational use of labor and working time in particular is growing. The article considers non-standard forms of employ-ment that are gaining popularity in modern conditions, namely: flexible working hours, part-time employment, remote employment, homework, outstaffing and more. Reducing or eliminating the loss of working time is a reserve for increasing productivity, production, profitability, which does not require significant costs or additional investment, so in conditions of limited financial resources becomes a priority for businesses. According to the results of the study, the areas of reducing losses and irrational costs of working time were identified, including: providing the production process with all necessary resources, optimizing workplace planning and maintenance, streamlining the division and cooperation of labor in individual departments and organizations as a whole. advanced techniques and methods of work, improving the quality of labor rationing and the level of validity of norms, the use of an effective motivational system at the enterprise.Keywords: working time, unproductive time expenditure, loss of working time, downtime, study of working time costs, non-standard forms of employment. У статті розглянуто значення раціонального використання та ефективного управління робочим часом у сучасних умовах. Час є важливим конкурентним чинником, тому рівень і якість його використання потребують систематичного дослідження. Подано методи дослідження витрат робочого часу, наведено показники використання робочого часу за окремими видами економічної діяльності, визначено та узагальнено основні причини втрат і нераціональних витрат робочого часу, які поділені на три групи залежно від винуватця втрат часу, розглянуто нестандартні форми зайнятості. Скорочення або ліквідація втрат робочого часу є резервом збільшення продуктивності праці та обсягу виробництва, що не потребує значних витрат або додаткових інвестицій, тому в умовах обмеженості фінансових ресурсів стає пріоритетним для підприємств. За результатами дослідження визначено напрями скорочення втрат та нераціональних витрат робочого часу.Ключові слова: робочий час, непродуктивні витрати часу, втрати робочого часу, простої, дослідження витрат робочого часу, нестандартні форми зайнятості.