THE GENESIS OF THE LOGISTICS SYSTEM OF THE ADVERTISING CAMPAIGN IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The article is devoted to the characteristics of the features of the modern advertising campaign and its logistics system caused by the influence of digital transformation, the determination of the theoretical foundations of the formation of logistics systems in the conditions of digital transformation. This was reflected in the clarification of such concepts as advertising, advertising campaign, information logistics system. The theoretical foundations and the process of forming logistics systems of modern advertising campaigns in terms of expanding the concept of a logistics system, systematizing the hierarchy of subsystems of the logistics system of an advertising campaign have been studied. Special attention is paid to researching concepts and approaches to working with various types of information within the logistics system of an advertising campaign. It was established that in the conditions of digital transformation, an effective advertising campaign should be ensured by the implementation and use of various information systems and tools. The logistics system of the advertising campaign in this case integrates interrelated and interdependent cash and information flows.