Advertising strategies in the system of the general marketing strategy of the enterprise
DOI: 10.31673/2415-8089.2021.016265
DOI:
https://doi.org/10.31673/2415-8089.2021.016265Abstract
The article is devoted to the analysis of features of planning of advertising activity as a part of marketing communications of the enterprise. The efficiency of current advertising activity and features of its planning at the enterprise are analyzed. It is proved that the planning of advertising activities is part of the marketing communications of the enterprise, which allows to achieve the goals of the advertising campaign with the most effective use of the advertising budget with the possibility of step-by-step control and prompt editing of current actions.
Key words: planning, enterprise, advertising activity, marketing communications, advertising campaign, efficiency of advertising campaign.
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