TYPES OF EFFICIENCY OF ADVERTISING ACTIVITY OF THE ENTERPRISE

At the present stage of Ukraine's economy the issues of effective application of new management methods based mainly on marketing policy are especially relevant. In these conditions, one of the key elements of the system of product promotion in the marketing complex is advertising, which is a convincing communication and has a significant impact on the formation and stimulation of demand for goods in order to increase sales. Therefore, among the main criteria of advertising of the enterprise the most important place is occupied by its efficiency. On the other hand, high-quality and interesting advertising is paid communication and is quite expensive, and it is important for each company to know how justified the costs of the advertising campaign. The main manifestation of effective advertising is its impact on sales, income and other indicators of enterprises. The size of this effect is immeasurably higher than advertising costs, as evidenced by the growth of its volume. It is expected that the volume of the advertising market in Ukraine in 2020 will amount to 28.44 billion UAH, although its growth rate will slow down compared to 2019 due to quarantine. This determines the relevance of research the types of efficiency of advertising activities at the enterprise. The purpose of the article is systematization of modern approaches to determining the efficiency of advertising activities at the enterprise. The article summarizes the concept of evaluating the efficiency of advertising activities of the enterprise with the specification of existing forms, criteria, principles and methods. Improved the systematization of the main approaches to determine the efficient of advertising activities by the main criteria: the timing of the effect of advertising, the degree of its increase, methods and results of evaluation, targets, customer groups, investment goals, time and objects of evaluation. The article considered the efficiency of advertising activity from two different points of view — economic and social. It is proposed to distinguish the following types of efficiency by evaluation objects: economic, communicative (informational) and psychological or neuropsychological efficiency of advertising (the effectiveness of advertising psychological manipulation of the human subconscious).