MARKETING AUDIT OF ADVERTISING ACTIVITIES ON THE FOREIGN MARKET

Abstract

The advertising activity of the enterprise affects the effectiveness of its communication and sales policy and has an impact on the economic results of its activity. Advertising involves significant financial resources, which requires constant control and regulation. This task allows you to solve the marketing audit of advertising activities. The work examines the features of advertising activity that affect the system of its evaluation. Taking into account that advertising has not only an economic, but also a communication impact, the main concept of conducting an audit of advertising activities in the domestic market is presented. Differences between consumers in different countries of the world are defined, which affect the perception of advertising materials and, ultimately, the effectiveness of advertising influence. Taking into account the peculiarities of the foreign audience, the main directions of the advertising audit in the foreign market and the stages of its implementation are formulated. It is emphasized that, in contrast to an advertising audit in the domestic market, in external advertising practice, the conformity of the content and design of the advertising message to the goals of the advertising campaign and the national characteristics of the target audience should be assessed, as well as a media audit should be conducted. The evaluation of the economic effectiveness of advertising campaigns in the international marketing system does not differ in principle from its determination in the conditions of the Ukrainian market. As for the criteria of communication effects from advertising, they are formed precisely on the maximum consideration of the peculiarities of the country in whose market the enterprise operates. The differences between evaluating the effectiveness of advertising campaigns and conducting an audit are given. It is emphasized that the evaluation of advertising effectiveness is a constituent element of its audit. The audit is aimed at identifying and eliminating weaknesses in advertising activities, optimizing the advertising budget and increasing the effectiveness of advertising.