An Organizational-Economic Mechanism for Management of Advertising Activities of Communication Enterprises: Theoretical Bases of Formation
Journal Title: Бізнес Інформ - Year 2015, Vol 11, Issue 0
Abstract
The article examines the approaches of scientists to the concept of «organizational-economic mechanism», an own definition has been proposed. The relation between the concepts of «organizational-economic mechanism» and the concept of «economic mechanism» has been determined. Three ways of organizing (own, delegated and combined promotional activities), and two components of the efficiency of promotional activities of enterprise, namely: communicative and economical, have been allocated. A mechanism for carrying out own advertising campaign has been proposed, which includes five phases: 1. Development of advertising strategy and its adjustment with the overall development strategy of enterprise. 2. Development and approval of the advertising campaign. 3. Planning of the advertising campaign. 4. Implementation of the advertising campaign. 5. Evaluation of efficiency of the specific advertising means in terms of advertising campaign and the efficiency of the campaign in general.
Authors and Affiliations
Maksym Pakhtusov, Iryna Stankevych
Keywords
Related Articles
- EP ID EP117618
- DOI -
- Views 89
- Downloads 0
Restrictions in the Sphere of Solid Household Waste Management
The article is devoted to management of quality of environment in the context of solution of problems in the process of management of solid household waste (SHW), which are the result of human activity and accumulation o...
Confidence Regions in Econometrics of Complex Variables
The article is a result of a complex study devoted to laying the foundation of the complex-valued economy - modern prospective direction in the field of socio-economic forecasting. The article is devoted to the issues of...
The State of Financial Support for Innovation Development of Ukraine's Regions
The article substantiates the need to regulate the regional innovation development based on evaluation of economic efficiency of financial support given to research institutions and enterprises in regions for making inno...
Study on the Performance of both Public and Private Stevedores in the Seaports of Ukraine
Performance of private sector in the ports of Ukraine calls the State's interest to attracting independent capital to the development of port industry. The article is concerned with studying the economic and financial pe...
The Mechanism for the Public Regulation of the Automobile Production Development and the Car Sales Market in Ukraine
The article presents a comprehensive characterization of the mechanism for the public regulation of the automobile production development and the car sales market in Ukraine by its components: the hierarchical system of...