Effectiveness of advertising campaigns in the enterprise marketing management system

Abstract

The article examines the theoretical and practical aspects of forming a marketing strategy for managing the advertising activities of an enterprise in a competitive environment. Particular attention is paid to the methodology of planning, evaluating, and controlling the effectiveness of advertising expenditures, as well as to improving the audit of advertising activities as a tool for enhancing the efficiency of marketing communications. The possibilities of diversifying the forms of advertising campaigns are considered, taking into account current market trends and consumer behavior.

This concept creates a unique consumer value of the brand and contributes to increasing its recognition.

It is established that the effectiveness of advertising activities largely depends on taking into account the psychological characteristics of consumers’ perception of information, the level of their engagement, and the emotional impact of advertising messages. Advertising has a powerful influence on the social sphere of public life, which determines its social significance. Properly designed advertising of quality goods and services contributes to improving the standard of living of the population and to the dissemination of economic, social, environmental, and cultural development trends in society.

It is noted that the use of advertising as a tool for informing consumers about new types of products and services contributes to increasing their living and intellectual standards, as well as to the active implementation of scientific and technological progress in various spheres of human activity. Thus, advertising performs an educational function, which is manifested in the formation of a rational attitude toward the environment, the preservation of material resources, and the promotion of modern social values.