DEVELOPMENT OF THE ENTERPRISE ADVERTISING CAMPAIGN IN A TECHNOLOGICAL ENVIRONMENT

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Summary. In the conditions of modern competition, for effective functioning, any company must provide effective and correct information about itself, the products it produces, or the services it provides to potential consumers. Therefore, in the conditions of a market economy, enterprises try to actively use advertising opportunities and develop existing advertising strategies. The advertising industry in Ukraine has only recently begun to develop, but advertisers already have enough experience to improve their enterprise efficiency. Professionals who understand the importance of advertising are constantly on the lookout for new and impressive advertising initiatives. They know how to invest funds to hold a successful promotional event and get the world talking about them. At the same time, some company managers still have to spend money on advertising and it can be unreasonably expensive, but companies must familiarize potential consumers with their products or services. Successful advertising campaigns can help companies increase their visibility in the market and differentiate themselves in a competitive environment. The paper considers the process of developing an effective advertising campaign for the enterprise. The article substantiates the necessity of conducting an advertising campaign and highlights the main stages of its development: audience analysis, determination of the campaign's goals and objectives, selection of advertising channels, development and implementation of a creative concept. Each of the stages of the development of an advertising campaign is considered in detail and recommendations for their implementation are provided. Special attention is paid to the selection of effective advertising channels and the use of Internet marketing. Keywords: advertising campaign, marketing, company, target audience, advertising channels, budget, effectiveness, analysis, strategy, advertising initiatives, technological environment.