PROBLEMS WITH SETTING UP COMPANIES' ADVERTISING ACTIVITIES

This paper studies the core advertising activities of firms, it underscores the main challenges of advertising and assesses the effectiveness of various advertising activities. In the Russian market, businesses often consider advertising merely as a promotional tool, neglecting its strategic integration. This leads to inconsistent outcomes and reluctance to invest due to perceived ineffectiveness. However, historical examples show that well-planned advertising can successfully create consumer demand for products initially deemed unnecessary.