Garanina I. Audit of the advertising of publishing and printing enterprises

The thesis of theoretical and methodical positions and practical recommendations of the audit advertising publishing and printing enterprises are devoted. The economic nature of the audit as part of promotional activities advertising management control of the enterprise is identified. Structural-logical scheme audit promotional activities offered, it provides a consistent evaluation of the effectiveness of advertising campaign for the company formed statutory performance indicators. The state of the market advertising printed products and its impact on the evaluation of the effectiveness of promotional activities publishing and printing enterprises. Mechanism of audit advertising publishing and printing enterprises are developed. Scientific and methodological provision evaluation of the communication and commercial efficiency of advertising campaign are improved. Econometric models evaluating the effectiveness of advertising are offered. The method of communication influence the print media advertising are proposed. The features of marketing information system to audit advertising are explored.