ADVERTISING ACTIVITY OF THE ENTERPRISE AND DIRECTIONS OF ITS IMPROVEMENT

Effective promotional activities are a factor in the stability and profitability of an enterprise. A study of the current state and peculiarities of the advertising activities of the company has been conducted. The mission and main tasks to be solved with the help of advertising, namely increasing sales, increasing recognition of goods and services of the company, improving the image of the company and others were defined. Planning plays an important role in the implementation of advertising activities and helps the company to achieve their advertising goals using available resources. The main stages of the advertising campaign are defining the goals of the advertising campaign, specification of the target audience, specification of the advertising budget, choice of the advertising channel, development of the advertising message, advertising placement and analysis of its effectiveness. Trends in the advertising market are constantly changing and new ways of information distribution appear every year, therefore special attention is paid to the choice of advertising channel. The article analyses the results of the survey of advertising agencies on the choice of advertising channel in 2020. Nowadays there is no universal system for evaluating the effectiveness of advertising campaigns. For each advertising campaign it is necessary to develop its own system of KPI, i. e. key performance indicators which will take into account all specific factors of the company. KPIs ensure strategic and operational improvement, provide an analytical basis for decision-making and help focus attention on what matters most. With the rapid development of advertising technology, services are emerging that help analyse advertising activity data in real time. The performance indicators that are most often used to evaluate the effectiveness of advertising were analyzed, and the planned and actual KPIs of the cosmetics manufacturer's advertising campaign were compared. The article provides directions of improving the advertising activities of the company, and also developed recommendations for improving the advertising activities of the cosmetics manufacturer's, namely, increasing the advertising budget, using methods to increase the average check, email marketing and POS-materials.