THE ADVERTISING MANAGEMENT OF THE ORGANIZATION IN THE MANAGEMENT OF COMPETITIVENESS JEL: M3 УДК: 334.02

Abstract

The modern market of tourist services is characterized by a high level of competition, dynamic changesin consumer preferences and the development of information technology. In such conditions, effective advertising management is becoming one of the key tools for increasing the competitiveness of travel companies. The role of marketing communications in shaping a positive image of the company, attracting new customers and retaining existing ones is emphasized.Manzherok Travel Complex LLC is one of the leading travel organizations in the region, providing a wide range of travel services, including ski resorts, excursion programs in various formats, rental of sports equipment in different seasons and hotel services. In the context of growing competition in the tourism business market, the company's management is faced with the need to improve the advertising management system in order to strengthen its position and ensure long-term sustainability and prospects. The article examines the role of advertising management in ensuring the competitiveness of a tourism organization using the example of Manzherok Travel Complex. The analysis of the current marketing strategy has been carried out, the main directions and channels of advertising communications with the target audience have been identified, and recommendations for optimizing advertising communications have been developed. The methods of documentanalysis, marketing research and statistical data processing are used. The results show that targeted management of advertising resources helps to increase brand awareness and attract new customers, which ultimately strengthens the competitive position of the organization.