SUPPORT OF HUMAN ENTREPRENEURIAL CAPITAL IN CREATIVE INDUSTRIES.

Regional policy is a package of interrelated measures and tools aimed at the moderation and elimination of disparities in the economic development of regions. Regional policy is an integral part of the macroeconomic policy of the state, and it is carried out in close cooperation with sectoral, structural, and urban policies. This paper is focused on entrepreneurial support in the creative industries at the national, regional, and local levels. It is also centered on the support of small and medium-sized enterprises and institutions that affect the business environment and can influence the support of creative industries, mainly advertising in the Žilina Region. The paper aims to determine the current state of entrepreneurial capital support in the creative industry. The paper is focused on analyzing and evaluating the research results in the advertising industry of the Žilina Region, which represents the mainstay of the creative industry. To achieve the paper's aim, a questionnaire survey was conducted. It was designed for advertising enterprises; specifically advertising agencies operating in the Žilina Region. Based on the research results, measures are to be proposed to promote business in the advertising industry at national, regional, and local levels. [ABSTRACT FROM AUTHOR]