Improvement of the advertising management system of enterprises in the conditions of globalization
Анотація
The article presents the prospects of forming a system of management of advertising activities of enterprises in the context of globalization. It is established that advertising activity of enterprises can be carried out in two following directions: 1) formation by the enterprise of independent organizational structures which are engaged only in advertising activity; 2) definition of advertising activity as a key direction of realization of marketing activity of each enterprise. In order to promote the effectiveness of the goals set for advertising, it is necessary to first ensure the quality of the relevant inputs, and then the advertising management system, also taking into account the influence of exogenous factors and the availability of feedback. Such management of advertising activity should provide necessary high-quality forecast for parameters of an exit, the raised quality of inputs of such system and the account of exogenous factors of direct and indirect influence, promoting thereby normal course at the enterprise of advertising activity.
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