Organization of advertising activities at production enterprises

DOI: 10.31673/2415-8089.2021.011015

Abstract

A study of the organization of advertising activities at the manufacturing enterprise. The classification of the purposes of marketing activity is presented; the scheme of a place and a role of advertising service at the enterprise is constructed; the definition of the term «advertising campaign» is derived; systematized stages of advertising campaign development (analysis of marketing situation, definition of goals and objectives of advertising campaign, definition of target audience, determination of advertising campaign budget size, development of creative advertising strategy, selection of optimal distribution channels, frequency and terms of advertising distribution, advertising message / product, implementation advertising campaign, evaluation of the effectiveness of the advertising campaign).

Keywords: advertising, advertising campaign, advertising activity, advertising activity at the production enterprise.

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