UDC 659.1
DOI: 10.36871/ek.up.p.r.2024.10.01.006
Authors
Anna A. Bessarabova,
Aleksey I. Granovsky,
Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky, DPR, Donetsk, Russia
Abstract
The article improves the forecasting model of advertising services market development based on the theory of fuzzy sets, a distinctive feature of which is the ability to obtain a deductive logical conclusion about its state. This approach allows us to determine the weighting ratio of different factors (using fuzzy sets) that affect the efficiency of advertising market development.
Keywords
advertising services, market, forecasting model, digital technologies, digitalization.
