Conceptual basis for planning an advertising campaign in the enterprise’s marketing communication system

The article reveals the urgency of planning the budget of an advertising campaign in the marketing activities of an enterprise. The modern scheme of the organization of advertising activity is analyzed. The concept of planning an advertising campaign of the enterprise is developed. Specific features, shortcomings, as well as the place and role of the marketing communication system in the activities of the enterprise are determined. The dynamics of sales volumes before and after advertising was investigated.