ІНТЕГРАЦІЯ ТАРГЕТОВАНОЇ РЕКЛАМИ В СИСТЕМУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ПІДПРИЄМСТВА: КОНЦЕПТУАЛЬНІ ЗАСАДИ ТА СИНЕРГЕТИЧНИЙ ЕФЕКТ

The relevance of this study is determined by the rapid transformation of the digital advertising market, the intensifying fragmentation of the media landscape, and the growing complexity of enterprise marketing communications systems under conditions of digital transformation. Digital channels, with targeted advertising delivered through social media platforms, programmatic systems, and search networks at their core, have become a dominant component of enterprise communication budgets, reflecting a global shift toward automated, data-driven advertising ecosystems. However, despite its growing practical application, targeted advertising continues to be studied predominantly in isolation, detached from the broader system of integrated marketing communications (IMC) of the enterprise, which creates a substantial theoretical gap between digital marketing practice and the conceptual foundations of communications management. The present article addresses this gap by developing a conceptual model of targeted advertising integration into the enterprise marketing communications system. The study defines the dual structural position of targeted advertising within the communications mix under conditions of digital transformation - as both an independent communication tool and a technological method of addressable message delivery - distinguishing it from traditional mass advertising and clarifying its functional role alongside other tools such as content marketing, SMM, email marketing, and direct marketing. Three key properties of targeted advertising that enable its integrative role are identified: measurability, personalization, and interoperability. Based on a systematic analysis of scholarly literature and industry practice, four key mechanisms of synergistic interaction between targeted advertising and other communications instruments are identified and systematized: audience retargeting based on organic engagement data, cross-channel message reinforcement, sequential communication along the customer journey, and reverse data flow from advertising platforms to CRM systems and other channels. Based on this analysis, an author's conceptual model is proposed that visualizes the network architecture of bidirectional audience data flows between traditional and digital communication tools, with targeted advertising positioned as the central integrating node, and defines its functional role at each stage of the customer journey. To enable quantitative assessment of the identified synergistic effect, the article proposes an original indicator - the Integration Synergy Effect Coefficient - along with a methodological scheme for its verification based on a comparative research design. The proposed conceptual model and measurement toolkit provide a theoretically grounded and methodologically substantiated basis for transitioning enterprises, particularly small and medium-sized businesses, from isolated to integrated management of targeted advertising within their overall marketing communications strategy.