Streszczenie:
The qualification paper examines the theoretical and methodological
foundations of managing an enterprise’s advertising activities. The role of
advertising within the marketing policy system is revealed, approaches to
evaluating advertising effectiveness are generalized, and the importance of
advertising communications in shaping corporate image and competitive
advantages is substantiated. An analysis of the organizational and economic
performance of хххххххххххххххххххх is conducted, the structure and
effectiveness of advertising activities are examined, and their impact on financial
indicators is assessed. Directions for improving the management of advertising
activities are proposed, taking into account modern digital tools and the
enterprise’s diversification strategy.
