Abstract
<jats:p>The article examines the role of advertising management, which is characterized by dynamic changes in consumer preferences and the development of digital technologies. In such conditions, effective advertising management becomes one of the key tools for increasing the competitiveness of an enterprise. A definition of advertising management is provided, which is a field of business management that focuses on effective communication with customers in a business environment. Emphasis is placed on the fact that one of the important conditions for organizing and planning an enterprise's activities is determining its effectiveness along with conducting an advertising campaign. The stages of advertising management are described, from market research and determining the target audience to developing events, implementing a creative concept, and final measuring of enterprise performance indicators. Particular attention is paid to the transformation of advertising management in the context of business digitalization and changes in consumer behavior. The relationship between the organization of the advertising process and customers in creating a certain image of the enterprise is analyzed. Today, advertising has transformed into a large-scale socio-economic phenomenon, forming an autonomous industry – advertising business, which is critically important for the viability of the enterprise. The advertising process is not controlled online, and market-related risks arise. Emphasizing the information load on the client, modern advertising management is transformed into a rapid response system, where real-time communications management becomes a key feature. An assessment of the state of advertising management activities during the period of adaptation to modern market challenges is provided. It is noted that the modern business environment of advertising management is a dynamic, high-tech and often unpredictable space.</jats:p>