The development of advertising activity and problems of its state regulation

The authors analyze the development of advertising activity in the Republic of Kazakhstan in their work, comparing it with the evolution of advertising business in foreign countries. The the concept of advertising, which is the distribution and placement in any form by any means information intended for an indefinite circle of persons and designed to form or maintain interest in a natural or legal person, goods, trademarks, works, services and promote their implementation is considered. The achievement of advertising objectives is carried out through the formulation of certain tasks and the implementation of the relevant functions selected by advertisers. Among the tasks of advertising were allocated information, admonition, reminder, positioning, retention, image, and important functions of advertising: economic, social, ideological, marketing and communication. Attention is paid to the essence of the economic function of advertising as an important marketing tool that stimulates sales. The issues of state regulation in the field of advertising, in accordance with the regulatory legal acts of the Republic of Kazakhstan. The main objectives of state regulation in the field of advertising are: protection of national interests; prevention and suppression of improper advertising, as well as advertising that encroaches on public values and generally accepted norms of morality and morality; protection from unfair competition. Today, it is important to master not only the basic technology of advertising, but it is necessary to use the latest achievements of branding to create and promote branded products with a high degree of competitiveness.

advertising activity, informing, positioning, marketing research, communications, government regulation, branding, жарнамалық қызмет, ақпараттандыру, ұстанымдау, маркетингтік зерттеулер, коммуникациялар, мемлекеттік реттеу, брендинг, рекламная деятельность, информирование, позиционирование, маркетинговые исследования, коммуникации, государственное регулирование, брендинг

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