MANAGEMENT OF ADVERTISING ACTIVITY OF RESTAURANT ENTERPRISES - AS A FORM OF STRATEGIC BUSINESS INVESTMENT

Abstract

The article considers the place and role of advertising budget formation in the process of advertising management of restaurant enterprises as a form of strategic business investment. The purpose of the article is to analyze the main methods of forming an advertising budget and the peculiarities of their use by restaurants in the process of managing advertising activities. The advantages and disadvantages of the main methods of forming an advertising budget, as well as the peculiarities of their use by various restaurant businesses are analyzed. The close relationship between the size of the advertising budget and the chosen tactics of the restaurant industry in relation to direct advertising is described. It is determined that the formation of the size of the advertising budget is the starting point of the process of managing the advertising activities of restaurant enterprises and an innovative form of strategic investment. It is proved that the use of the considered methods of calculating the advertising budget, namely: the subjective method, proportional, taking into account the goals and objectives, the method of targeting the competitor and the method based on cost planning, depends on the initial conditions of a restaurant business. It is determined that although advertising costs, by their economic nature, are current costs, but at the same time they are a form of investment costs, which, like investing in fixed assets, can pay off in years. That is why this approach to the management of advertising activities of restaurant enterprises - as a new form of strategic investment, dictated today by the practice of the restaurant business. The research methodology is the application of analytical, logical, systemic methods, as well as system-activity approach. The scientific novelty of the obtained results lies in the comprehensive study of this issue and finding new combinational approaches to the formation of the advertising budget by restaurant enterprises in the process of advertising management.