A customer-oriented approach to managing an enterprise's advertising activities: principles, tools, and performance evaluation criteria

The article is devoted to the issues of introducing a customer-oriented approach into the advertising management system of a modern enterprise. The theoretical foundations of customer orientation, its influence on the choice of advertising channels and communication formats are considered. Practical tools for adapting advertising messages to the needs of target audiences are analyzed, as well as criteria for evaluating the effectiveness of advertising from the perspective of long-term customer value. Special attention is paid to typical mistakes in the implementation of a customer-oriented approach in the management of the company’s advertising activities and ways to prevent them. In conclusion, recommendations are formulated on the formation of an advertising strategy of the enterprise, taking into account the needs of consumers.

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