ADVERTISING ACTIVITIES AS A MEANS OF INCREASING THE LEVEL OF COMPETITIVENESS OF ENTERPRISES

Abstract

In this work, the finite the essence of advertising activity and the role of advertising as the main means of ensuring and increasing the level of competitiveness of enterprises. The purpose of the advertising activity of enterprises is determined, as well as the main roles (marketing, communicative and economic) performed by advertising activity. The main goals and tasks of advertising activity are defined. The main stages of advertising activities were analyzed, namely: the choice of effective market segmentation, analysis of the advertising budget and goalsetting, maximum optimization of internal processes, optimization of channels and content for each stage of the funnel, constant monitoring of the success and effectiveness of advertising strategies. The main mathematical models for evaluating the effectiveness of advertising activity were studied, namely: static and dynamic. The advantages and disadvantages of static and dynamic models for evaluating the effectiveness of advertising activities have been studied. Thus, among the main disadvantages of dynamic models despite their advantages we can mention: isn’t take into account the properties of the product (service), the stages of the life cycle, the specifics of the advertising media used, the saturation of products on the market, the presence of competitors, ect. It has been proven that dynamic models for evaluating the effectiveness of advertising activity are more relevant and informative in practice. The importance of making a managerial decision activities at the enterprise or with the enterprise’s own resources or turning to specialized advertising campaigns, which assume full responsibility for the development, implementation and results of the advertising campaign, is described. Such companies have financial, legal and moral obligations to advertisers.