Balekha T. Аdvertising activity management in trade enterprise

The essence of advertising activity and features of its management are determined on the basis of scientific literature analysis.There has been offered the model of advertising activity management in a trade enterprise in the context of time lag of consumers reverse reaction to a staged introduction of a set of advertising events by a trade enterprise. There have been offered methodological approaches to a set of advertising events by a trade enterprise depending on market positions of a retail trade enterprise and a supplier. There have been determined the bases of formation of a subsystem of advertising activity management in a marketing information system of a trade enterprise, which allow to monitor advertising information, to evaluate the efficiency of advertising activity management in a trade enterprise, to create substantiated advertising campaigns. In order to improve advertising activity management in competitive environment there has been developed a system of efficiency evaluation of advertising activity management in a trade enterprise via aggregated evaluation indicators of advertising activity including indicators of economic and communication efficiency evaluation, which will provide achievement of marketing objectives and successful functioning in the market