Object of research: enterprise's advertising policy management processes. Purpose of research: modelling of enterprise's advertising policy, which promote to in-crease efficiency of an enterprise's marketing activity and to reach the competitive advantages in the market. Meth-ods of research: system analysis, economic and mathe-matical modeling, economic dynamics, statistical and network methods. Results: the concept of synthesis of an enterprise's effective advertising policy, based on the sys-tem approach and the theory of multilevel hierarchical systems, is offered; the dynamic model of advertising ac-tivity strategic planning, based on usage of maximum principle of Pontryagin, is developed; the model of an enterprise's advertising budget value optimization, grounded on dependence of advertising efficiency on an amount of advertising appeals, is developed; the synthetic method of the advertising budget resources distribution, based on usage of the combination of methods of dynamic programming and factors of Lagrange, is offered; the complex of media planning models, which are synthesized with allowance for features of advertising information perception and forgetting by the potential consumer, is developed; the model of optimization of the execution cost of an enterprise's advertising policy synthesis project is developed; the complex of models of the advertising pol-icy efficiency estimation, which are synthesized with us-age of analogies and differential calculus methods, is de-veloped. Novelty: the concept of synthesis of an enter-prise's effective advertising policy, based on the system approach and the theory of multilevel hierarchical sys-tems, realization of which allows to increase efficiency of an enterprise's marketing activity and to reach the com-petitive advantages in the market; the dynamic model of advertising activity strategic planning, based on usage of maximum principle of Pontryagin and taking into depend-ence of sales amount on advertising costs, application of which allows to maximize the income of an enterprise's advertising production sales; the complex of media plan-ning models, which are synthesized with allowance for features of advertising information perception and forget-ting by the potential consumer and permitting to synthe-size optimum planned schedules of advertising appeals circulations, providing a maximum spanning of a target audience with minimum costs; the complex of models of the advertising policy efficiency estimation, which are synthesized with usage of analogies and differential calcu-lus methods and allow to evaluate economic and commu-nicative efficiency of an enterprise's advertising policy and to prevent acceptance of ineffective solutions on its realization. Field of use: inter-branch.
