Research object: the process of advertising of production of the industrial enterprise; the purpose of work: a theoretical substantiation and working out of scientifically-methodical maintenance of formation and distribution of the cumulative advertising budget of the pharmaceutical enterprise; research methods and instruments: the system approach, analysis and synthesis methods, induction and deduction methods, the correlation-regression analysis, methods of adaptive short-term forecasting, method of dynamic programming, method of expert estimations; Theoretical and practical results: concept definition "the generalized media plan of the enterprise" which, unlike existing, consists in the offer of use of a method of expert estimations for definition of certain expedient set of local advertising media; Methodical maintenance of formation of the generalized media plan, based on a choice of expedient advertising media for the enterprise of direct and indirect influence which, unlike existing, consists in budget distribution between them and provides support of the planned level of the income of the enterprise from production realization; organizational maintenance of formation and distribution of the cumulative advertising budget of the enterprise which, unlike existing, is based on definition of size of the budget according to the predicted income of realization of production and resource restrictions of the enterprise, and does possible distribution of budgetary funds between advertising media of direct and indirect influence on the consumer; Methodical positions of planning of size of the cumulative advertising budget of the enterprise which, unlike existing, are based on the interrelation account between expenses on use of means of direct both indirect advertising and the income of the enterprise of realization of production which defines by means of logistical dependence and a method exponential smoothings that does possible definition of expediency of an investment of means in advertising; analytical maintenance of distribution of means of the cumulative advertising budget of the enterprise between advertising media of direct and indirect influence on the consumer which, unlike existing, is based on use of a method of dynamic programming for optimum distribution of means at maximization of the income of realization of production, caused by advertising, and restrictions of the financial resources allocated for advertising; subject and degree of introduction: developements are implemented in Open Company practical activities "Pharmaceutical company "Health", Open Company "Kharkov pharmaceutical enterprise "people Health", in educational process of the Private higher educational institution The Kharkiv Institute of Economics of Market Relations and Management; the sphere of application: management of advertising activity of the pharmaceutical enterprises.
