QUALITATIVE RISKS ANALYSIS OF THE ADVERTISING INDUSTRY

Abstract

The article is devoted to the study of the problem of risk management in the advertising industry, which is an important sector of the economy that affects the competitiveness of enterprises and overall economic development. The importance of analysis, timely response and consideration of risks is emphasized to ensure the efficiency of the activities of enterprises in the advertising industry. Particular attention is paid to a structured approach to risk management, which includes the stages of identification, assessment, analysis and monitoring. It is emphasized that active risk minimization and timely intervention are important factors for achieving stable performance indicators and ensuring reliable management in conditions of uncertainty. The features of the activities of advertising agencies, their functions and role in advertising campaigns are considered. It is determined that the activities of advertising agencies, like any entrepreneurial activity, are associated with various risks. The classification of company risks into external and internal is carried out. External risks include political, legal, risks associated with global crises, inflationary and currency risks. Internal risks include lack of innovation, insufficient control over receivables, resource risks and inadequate financial management. To illustrate the impact of risks on the activities of advertising agencies, the article provides an example of a risk analysis of Domio Publishing LLC. The article considers such risks as a decline in demand for printed publications, loss of advertising revenue, content mismatch with audience expectations and dependence on key personnel. For each risk, factors, possible consequences and causes are identified, and measures are proposed to minimize them. The use of preventive measures for risk management in the advertising industry is justified. The need for flexibility, adaptability and prompt response to changes in the media environment is emphasized.