Managing the Advertising Activities in the System of Integrated Brand Promotion of an Enterprise

O.G.Vdovichena, A.A. Vdovichen and V.A.Chychun

European Research Studies Journal, 2018, vol. XXI, issue Special 2, 124-136

Abstract: The article deals with the peculiarities of management of advertising activity. The basic views on the concept of "advertising" are substantiated. Besides, the authors have developed the promising tendencies of the advertising industry, which are connected with the processes of changes in the enterprise. Accordingly, the dynamics of the volume of the advertising market of Ukraine is shown. It was noted that for the last five years the Ukrainian advertising market has shown the highest result in 2017. It is interesting, that today's conditions create a unique environment, in which an enterprise is interested in the effective management of its activities, and it is able to adapt the promotion policy and advertising activity according to the requirements of the target audience.

Keywords: Management; Advertising; Advertising management; Integrated promotion; Information technology; Advertising industry; Brand; Communications; Internet space. (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxi:y:2018:i:special2:p:124-136

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