THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF ADVERTISING MANAGEMENT AT THE ENTERPRISE

Abstract

The article discusses the basic principles of advertising management at the enterprise, considers the role and place of advertising in the business strategy of the enterprise. On this basis, the advertising activity of the enterprise is outlined through the prism of general management functions: planning, organization, motivation, control, regulation. Taking into account the need to achieve maximum effect, the expediency of using a systematic approach in the management of advertising activities is justified.