The paper studies the main features of various types of online advertising. Internet advertising today is the main channel through which one 

can influence the target audience in higher education therefore, the study of effective tactics of for application in the promotion of educational programs is extremely relevant. The distribution of online advertising is carried out through special media platforms “Yandex”, “Google” and so on.

A feature of online advertising, unlike classic types, is the presence of a significant number of available tools for analyzing its effectiveness using the Yandex.Metrica and Google analytics systems.

Contextual advertising is an advertisement that is placed as a result of analyzing the interests and behavioral characteristics of Internet users. Contextual advertising customization algorithms allow showing your ad to the most interested audience.

Targeted advertising on social networks is an advertisement that allows to show your ad to the target audience that is most relevant to your product.

Unlike contextual advertising, which is developed on the basis of studying the interests and requests of users in search, targeted advertising is placed on social networks, where users do not go to find information and study something, but in order to have fun and find out what is new from friends, therefore, when developing and configuring advertisements, it is necessary to take into account the specifics of working with non-formed demand.

The use of tools is considered on the example of a case study on the promotion of the educational program 42.03.05 “Media Communications” of the Russian State University for the Humanities. Brief recommendations are given for preparing the text block of the ad, setting up the target audience in the advertising cabinet, and selecting keywords for displaying the ad.

The paper considers the features of informing citizens in the process of creating infrastructure facilities to minimize communication risks. The latter can cause the realization of financial, legal and reputational risks, what ultimately affects the investment attractiveness of the territory.

The results of analyzing the dissatisfaction cases among residents in St. Petersburg and in the Leningrad Region in 2015–2022, made it possible identify the most problematic infrastructure facilities and elements of public rhetoric regarding the project being implemented. Content analysis of publications in the press and statements in social media was used as research method.

The most popular methods of civil pressure, ways of informing the public and their distribution by stages of project implementation are found out. When comparing the identified communication practices, the role of participatory mechanisms involving effective interaction of stakeholders in the decisionmaking process for the development of urban areas is defined. A promising approach to initiating projects for the development of urban infrastructure is the method of public planning. It ensures the harmonization of the goals for the government, business and population in the mode of cooperation and mutually beneficial partnership

The study, which results are presented in the paper, was carried out to evaluate the effectiveness of advertising campaigns and methods of attracting applicants at the Russian State Humanitarian University (RSUH). Based on the analysis of applicant questionnaires, the study identified key insights relating to the perception by the target audience of advertising made by educational institutions and its preferences when choosing a university.

Key findings include the lack of visibility of RSUH advertising, considering the university as a fallback option, the importance of clear information on a university website, the reputation of the institution, and the weight of personal recommendations. It is also noted that individualized communication and consideration of specialized educational programs can increase the university’s chances of attracting students. The analysis also revealed shortcomings in working with potential applicants, in particular, the weak activity of university departments responsible for attracting and supporting applicants.

Recommendations include strengthening advertising efforts through a variety of channels and formats, including video content and social media, as well as improving the user experience on the university’s official website. The need to work on the reputation of the Russian State University for the Humanities and the active use of successful examples of students and graduates to create a positive image is emphasized. In addition, the focus is made on the importance of holding interesting and memorable events under the RSUH brand to establish contact with applicants.

In conclusion, it is proposed to further study the issue with an expanded sample of questionnaires, which will allow obtaining a more extensive and de tailed understanding of the preferences and expectations of applicants, as well as more accurately formulate a strategy for attracting students.

A new stage in the introduction of artificial intelligence into everyday life in Russia will be the mass introduction of its technologies and products based on it into the public administration system and the government sector. Today, AI is used in most spheres of public life, but its level of development is still not high enough. In that regard, the issues considered in the publication are modern and relevant and can be used at the stages of development and use of AI. The authors clarified the definition of “artificial intelligence, analyzed the directions of AI development and identified promising areas of the most accelerated technological development of intelligent systems: generative, voice and language, explicable and peripheral AI with characteristics of the stages up to the present.

The article presents results of a brief analysis of the state and plans for the development of AI in Russia. The level of AI implementation in economic sectors reaches 20% and that is not enough to ensure accelerated economic growth. It is assumed that the introduction of AI should provide an additional 1.2% increase in global GDP by 2030, and our country plans to gain more than 11 trillion rubles from its use by 2025. The future of artificial intelligence in Russia was determined by the President of the country at the St. Petersburg International Forum (PEMF-2023). The announced directions will make it possible to unlock the potential of AI more widely and ensure its mass implementation for the formation of Russia’s sovereignty.

The article is concerned with problematics of qualitative changes taking place in modern management systems in Russia. The key aspects of the formation of management systems and the factors causing their transformation are analyzed. It is shown that in modern conditions, the vector of influence on management systems is a synthesis of global factors, and, above all, the digitalization of business, and factors reflecting the specific conditions of the Russian economy undergoing a large-scale restructuring as a result of the sanctions war. The identified aspects of influence that led to structural and organizational changes made it possible to develop recommendations for improving the processes of reengineering management systems, taking into account the economic, organizational and socio-cultural specifics of the organization.

In countries with developed market economies, the most common type of business is family entrepreneurship. The Russian Federation is no exception. The main distinguishing feature of the analyzed business activity is its transition from generation to generation. The legal features of the implementation of family entrepreneurial activity are reduced to the fact that the actual legal relations under consideration are at the junction of several branches of law – civil, family, hereditary and entrepreneurial. Russian legislation does not fully regulate such legal relations, which is a “stumbling block” for the further conduct and continuation of family business activities in the event of a change in its subject composition. In the article, an attempt is made to analyze the tools existing in Russian legislation to preserve the integrity and succession of family business.

The article studies the consequences of sanctions imposed by the West against business carried out by Russian entrepreneurs and large holdings. It is defined that the developed mechanism of state support allowed Russian enterprises to solve their problems in the current situation and transfer their logistics chains on countries friendly to Russia. The article presents geography of development of new markets by national enterprises and identifies logistical challenges and opportunities related to the reorientation to those markets. The conclusion, to which the authors are inclined is that such a situation and development benchmark require the application of completely new approaches to the development and implementation of marketing strategies. Therefore the article presents trends that exist at the moment in the consumer market. And recommendations on the use of marketing tools that can strengthen the competitive position of our national enterprises on new geographical segments are offered.

New technologies are becoming increasingly important in today’s economy and can enhance the competitiveness of businesses and states. Usage of digital technologies has an impact on all aspects of trade and encourages both the development of existing and the emergence of new areas of economic activity. Nowadays, e-commerce is one of the most dynamically changing sectors in both national and international trade. The purpose of the article is to identify the key features of e-commerce development in the world by main transaction models, and also to highlight the driving factors of its development. The methodological basis of the research was formed by structural-functional and statistical methods. In order to fulfi the purpose, in the article the development of e-commerce was studied within the framework of two models: B2B and B2C, which represent the vast majority of digital commerce. Based on the analysis, regional centres of e-commerce development were identifi for each of the considered models. TThe paper also shows the growing importance of the cross-border dimension of e-commerce. It identifies external and internal factors that have significantly influenced the development
of e-commerce and will be important in the future. The prospects of involving companies and economies in new formats of trade interaction using e-commerce tools are considered.

The article estimates the influence of FDI and infrastructure projects within the framework of the One Belt, One Road initiative on the trade relations between the PRC and the ASEAN through analysis of mutual trade indicators. It considers the trends in absolute (volume of bilateral trade, FDI inflow) relative (share in the structure of external trade, rates of mutual trade growth) and index figures (index of trade intensity) for PRC and ASEAN. In accordance with the research results the conclusion is made on the stimulating effect of FDI and One Belt, One Road projects on bilateral trade between the PRC and the ASEAN. As an important feature of that influence, the unequal benefits that are realized by the PRC and ASEAN are highlighted.

In recent decades, China has undergone rapid economic growth, becoming a global powerhouse. However, the growth has come with environmental and social challenges, fueling the need for sustainable development initiatives. The purpose of the study is to comprehensively explore China’s sustainable development efforts, analyzing the strategies, policies, and their impact on the environment, society, and economy, understanding the evolution and identifying the future directions of China’s public policy on sustainable development. To this end, the article analyzes Chinese government policies, identifies their impact on economic and environmental factors, and determines the effectiveness of those policies in achieving sustainable development goals.

By synthesizing data from governmental reports, academic literature, the study sheds light on the successes, challenges, and future prospects of sustainable development in China. Through that we aim to provide insights that can contribute to the ongoing discourse on sustainable development, not only in China but also in other rapidly developing regions.