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The main purpose, presented in this article is to investigate and identify the problematic aspects, key features and factors of effective media planning, a conceptual scheme for creating a digital media plan as an important component of digital marketing in the direction of achieving economic efficiency of business structures. To achieve this goal, in the article, the methods of systematization and generalization, scientific abstraction, and analytical analysis have been used. To highlight the financial component of the implementation of the media plan, the methods of the system approach, system analysis and the method of logical-mathematical formalization were used for the purpose of research and study of objects by displaying the content and structure of media planning in a calculated form. The key role of media planning in digital marketing activity is defined and substantiated as an important component for comprehensive financial planning of an advertising campaign, effective financial analytics for obtaining effective results of business structures’ activity. Based on taking into account structural market transformations in the conditions of informatization and intellectualization of society, the nature of the relationship between economic indicators and the corresponding goals of business structures was determined, which proved the need to include the defined marketing and general business performance goals in the digital media plan. In the direction of achieving high-performance indicators of marketing activities, the article developed a conceptual scheme for creating an effective digital media plan. It is determined that the economic efficiency of marketing project development and implementation will depend on real-time analytics and forecasting, autonomous campaigns and the development of artificial intelligence. It is proved that in a digital media plan, stakeholders, which are representatives of the business structure or with external partners, play a key role in contributing in order to achieve the highest level of business structures’ economic efficiency.

The main purpose of this scientific work is to improve the theoretical and methodological foundations of ensuring data protection in cyberspace in the direction of forming a brand protection system to increase its level of recognition, strengthen reputation and increase brand capital as factors of competitive advantages of the organization for the long run. In order to achieve the purpose, general scientific and special research methods have been used in the article, the main of which were the methods of scientific abstraction, generalization and synthesis, analytical diagnostics, descriptive statistics and the index-criterion method. Method of system analysis has been used in the research in order to comprehensively characterize the main aspects of brand protection in the information environment. Methods of steganographic protection of information, areas of their use and requirements for the characteristics of steganographic methods are considered. The importance for companies to carefully research the issues of ensuring a brand image in the environment of a potential target audience by tracking manifestations of abuse of public opinion and a positive attitude towards the brand in order to ensure a high image level, the business reputation of the organization's branding policy, increase the level of data protection in the virtual space, as well as satisfaction and trust of the target audience for the long term are substantiated. Selection and justification of the coefficient of importance and evaluation criteria of steganographic methods, which were chosen and justified for use in ensuring cyber protection of the brand (stability, invisibility, security, complexity of embedding and extracting information). There was carried out the calculation of the weight characteristics in relation to the selected methods of hiding information to ensure cyber protection of the brand. It was established that in a comprehensive comparison of information embedding methods for use in steganographic applications designed to increase brand cyber protection, the best result was shown by integrated methods based on discrete wavelet transformation and discrete cosine transformation.

The purpose of this scientific article is to research the important issues of food supply in Ukraine at the regional level by diagnosing the current state of food ensuring based on a survey of relevant respondents with the purpose to improve the level of socio-economic development of the country in the long run. In research have been interviewed households from Kyiv of Ukraine according to the following main criteria: physical and economic conditions, food availability, supply and access to food consumption to evaluate household food security status by calculating the sample size, a few details about the target population, its size, variance, margin of error and desired level of confidence in empirical estimates of important variables. In this research, the Minimum Dietary Energy Requirement (MDER) and a threshold that shows the minimum amount of energy needed by a hypothetical average person in the population to be healthy and engage in socially acceptable levels of activity have been examined. The state of nutritional food security in terms of protein, carbohydrate, and fat consumption has been investigated. The main aspect of the results approved that almost half of the respondents are showing conditions of life for them as “just adequate and few people seem not to be satisfied showing «less than adequate». These results are important from the viewpoint of food security as adequate food intake; availability and sustainability are the main components of food security and show the quality-of-life status. It is proved that at the present stage of national economic status human development plays an important role in achieving long-term food security goals. It has been established that in order to attain sustainable food safety at the national level, it is important to improve the population's health condition and to change the existing food consumption models in the country, in households in particular the food basket containing imported foodstuff. This can be achieved through promoting safe and healthy eating habits, education improving in the field of food systems and technologies, and facilitating access to information for consumers and producers.

The purpose of this scientific article is to develop a multi-agent model of the distribution channel management system of agro-industrial enterprises in order to identify promising directions for the development of sales policy based on the use of information and communication methods. To achieve this purpose, the research was conducted on the dialectical method of cognition, the conceptual provisions set forth in the works of domestic and foreign scientists on the distribution channel management of enterprises. To accomplish the assigned tasks, the following basic research methods were used: abstract-logical, abstraction, and concretization, a systematic approach, observation, and an expert evaluation method. The methodical basis of the research was general and special methods, namely: system analysis; economic and mathematical methods, tabular and graphical methods, methods of comparison and grouping, and economic and mathematical modeling in order to develop a multi-agent model of the distribution channel management system of agro-industrial enterprises. It has been established that the growing need for the development of an effective information system of the distribution channel management of agro-industrial enterprises, increasing the heterogeneity of the constituent elements and the number of parameters of the distribution system requires expanding the range of methodical approaches to the distribution channel management in the direction of modeling the distribution channel management system of enterprises. In particular, this is fundamental in solving the problems of organizing and operational and technical management of the transport distribution network. At the same time, it is impossible to identify promising directions for the development of sales policy using information and communication methods based on new technologies without the modernization of the existing management system (MS) by developing an information management system, which in the future will enable the realization of all potential opportunities for effective and operational transport network based on packet technologies. Thus, in connection with a significant change in modern information and communication technologies, a change in the processes of functioning of the elements of the distribution channel management system of agro-industrial enterprises and their interaction, a change in the monitoring mechanisms of the functioning of the system elements, it becomes necessary to develop a new architecture of the management information system of distribution channels (MIS of DC) in order to increase the level of competitive advantages of an enterprise for the long term.

The purpose of this research article is to analyze the volume and structure of healthcare services in Ukraine in order to determine promising directions for the work of the national healthcare system, as well as to ensure the specified development parameters of the industry. To achieve this purpose, the research was conducted using the materials of the State Statistics Service of Ukraine and the data of the Ministry of Health to analyze the volume and structure of healthcare services in Ukraine in order to determine promising directions for the work of the national health care system, as well as to ensure the specified development parameters of the industry. The methodological basis of the research was made up of general and special methods, namely: system analysis with the aim of a comprehensive characterization of the strategic potential of the healthcare industry; statistical analysis (the standard deviation method) with the aim of analyzing the structure of healthcare facilities of Ukraine; the dynamics of the volume of sold products (goods, services) of business entities that provide services in health care and social protection; synthesis and comparison in diagnosing the state of the regional structure of private medicine in Ukraine and the dynamics of capital investment volumes of enterprises providing healthcare services. It has been established that at the current stage of the functioning of the healthcare market, the sources of funding for state medicine cannot fully provide the healthcare system with the necessary financial resources, introduce new methods of payment for health care and services, as well as improve the system of mandatory health insurance. Budget institutions should carry out marketing research, increase the level of comfort in the provision of healthcare services, increase the level of efficiency of the existing resource potential, especially human resources; develop, improve and diversify new types of services, and create decent conditions for organizing healthcare services. Paid healthcare services are characterized by the significant potential for growth, which is determined by the needs of the market and the population of the country. This segment of the economy is extremely promising in the direction of obtaining alternative opportunities for treatment and recovery in more comfortable conditions in accordance with the growing requirements for the quality of healthcare services and the availability of an individual approach to each patient.