Kapustyan I. Information and analytical tools for the formation of advertising strategies and marketing communications of pharmaceutical companies.

Object - the processes of formation of advertising strategies and marketing communications of pharmaceutical companies; goal - is to develop and substantiate methodological approaches and information-analytical tools for the formation of optimal advertising strategies of pharmaceutical companies, taking into account the specifics of the industry; methods - abstract-logical generalization, statistical analysis, normative, structural-logical analysis, parametric, optimization (according to built-in algorithms), simulation modeling, graphic; novelty - is to create information and analytical tools to determine the optimal advertising strategies and effective marketing communications, which provides the formation of an analytical basis for management decisions on advertising activities of pharmaceutical companies; results - development of scientifically-based information-analytical tools for the formation of advertising strategies and marketing communications and guidelines for their use by pharmaceutical companies and institutions; FOP "Fenyak IM" was introduced (certificate dated 15.12.2020); FOP "Romanyuk NF" (reference dated January 20, 2021); Private individual "Movchanyuk VB" (reference dated 04.02.2021); Collective agricultural service enterprise "Voznesenskaya veterinary pharmacy" (reference from 08.022.2021); in the educational process of Odessa National Polytechnic University of MES of Ukraine in the preparation of curricula and teaching materials in the disciplines: "Economic and mathematical methods and models", "Information and communication technologies in economics", "Models of economic dynamics", "Forecasting of socio-economic processes","Simulation of economic processes","Computer modeling of complex economic systems" (reference № 2457 / 67-07 from 31.12.2020).