Ensuring competitiveness of advertising in the organization management system

Abstract

© 2019, Research Trend. All rights reserved. This article deals with the specificity and economic aspects of advertising at various stages of the reproduction process. The functions of advertising as the element of non-price competition in the economic environment are systematized; the features of advertising as the element of exchange subsystem in the system of production relations are defined in this study. The specificity and economic content of advertising as the element of non-price competition are determined by the stages of the reproduction process. Advertising performs the function of exchange in the system of production relations, and it is a market instrument for influencing the needs of potential consumers, in order to form a steady demand for a product (service). Management of the advertising competitiveness involves the impact on the system of production and marketing activities of the enterprise. The creation of interactive advertising and information system is one of the ways to increase the competitiveness of advertising.