ADVERTISING AND INFORMATIONAL ACTIVITIES IN MODERN BUSINESS

Abstract

Advertising work is an integral part of the commercial and marketing activities of any trading enterprise. In the context of market development and increasing saturation of the consumer market with goods and services, advertising work takes on new significance, characterized by a number of specific features. Understanding and incorporating these features helps to activate the sales process, stimulate the sale of individual products, rationalize customer service processes through the “informational support” of all its components. The power and role of advertising have long been recognized in global business. Primarily, advertising carries information presented in a concise, artistically expressed form, emotionally resonant, and bringing to the consciousness and attention of potential buyers the most important facts and details about products and services. The most common sphere of advertising activity is trade advertising, targeting goods, trading enterprises, and services offered by these enterprises. Advertising serves as a tool to compete for market share against competitors. Simultaneously, by shaping public opinion around specific products, advertising influences the formation of consumer needs. Besides advertising, consumer demand for goods and services is also influenced by the alignment of product offerings with consumer demand, the level of disposable income, and the organization of trade.