In the modern world, advertising has become an integral part of the socio-cultural, political and economic life of society. It is a multifunctional, complex phenomenon, in which many economic and social factors interact. Advertising affects all segments of the population to one degree or another, dictating, in a sense, even imposing a certain lifestyle on a modern person. The content of the textbook “Advertising and PR in the Service” presented by us is aimed at studying the theoretical foundations of advertising activities. This educational manual will enable students to analyze advertising as a socio-economic phenomenon, expand and deepen their understanding of it, as well as the ability to correctly build an advertising communication space. The purpose of the book is to form students’ knowledge, skills and abilities not only in the field of theory, but also in the field of advertising practice.

It is aimed at developing students’ ability to study the basic concepts and methods of developing an advertising product, organize and conduct advertising campaigns, as well as monitor their effectiveness, analyze modern advertising and information activities and understand new trends in the development of advertising. The manual presents the content and structure of the course “Advertising and PR in the Service”, the methodology used in the course, and approaches in terms of organization of practical classes with relevant examples of tasks. The training manual also includes information sources related to each topic.