On 30 October 2025, as part of the “Savings Week 2025” programme, members of the student scientific club “Business Club” took part in a webinar on the topic: “How Advertising Makes Us Buy” by Viktoriia Rolik, Chief Expert of the Public Relations and Financial Awareness Division of the Communications Department of the National Bank of Ukraine (NBU).
During the event, the participants learned about the main psychological mechanisms of advertising’s influence on consumer behaviour, the principles by which financial decisions are formed under the influence of marketing techniques, and ways of analysing advertising messages. Viktoriia Rolik explained in detail how modern advertising uses emotional triggers, colour and visual effects, as well as social factors to stimulate buying activity.
Special attention was paid to financial awareness: the speaker gave examples of how a conscious attitude to advertising helps to make more balanced financial decisions and avoid impulsive spending. The webinar participants received practical advice on the critical perception of advertising information and on developing skills in analysing market offers.
The club’s students noted the high quality of the presentation and the usefulness of the knowledge gained for their further professional activity in business and economics. The webinar became an important step in building young people’s skills in financial literacy and critical thinking.
The event was organised in an interactive format, which allowed the participants to ask questions and discuss specific examples of the influence of advertising on everyday financial decisions.
