Organization of an Effective Advertising Campaign by an Enterprise in the Domestic Market

Abstract

The article examines the theoretical and practical aspects of organizing an effective advertising campaign by enterprises in the domestic market. The object of the study is the advertising activity of enterprises. The main issue addressed is increasing advertising effectiveness in the modern information environment. The paper defines key advertising concepts, its role in marketing communications, and the significance of advertising in shaping a company’s image. It analyzes the stages of advertising campaign management—planning, implementation, and performance evaluation. Modern tools are considered, including big data, artificial intelligence, and programmatic advertising. The obtained results identify approaches for enhancing advertising efficiency and optimizing costs. The scientific significance of the study lies in the systematization of innovative advertising management methods and practical recommendations for their application