PROBLEMS OF OPTIMIZATION OF PLANNING ADVERTISING COMMUNICATIONS OF THE ENTERPRISE
Abstract
The article discusses the main problems that arise in the process of optimizing the planning of advertising communications of an enterprise. The purpose of this article is to analyze and justify the existing approaches to optimizing the media planning of the enterprise. This study was conducted using methods such as analysis, systematization, comparison, and generalization. The approaches that allow optimal distribution of the advertising budget among various media during the company's advertising campaign are investigated. S. Dynchev, V. Cherevko propose an approach to optimizing the distribution of the budget among advertising carriers, in which it is proposed to use a function that maximizes sales in the target market segment as a criterion for the optimality of the advertising materials placement plan. The target function proposed by V. Demyanenko and S. Potapenko involves summing up the income from the possible use of each of the media (considering the risk of losing the investment in advertising on this media) and determining such a set of them that maximizes the total profit from the advertising campaign. Another mathematical model for optimizing the distribution of advertising budget funds was proposed by E. Raevneva and K. Toneva, who propose a search for the optimal solution using linear programming methods. The article identifies the advantages and disadvantages of all the presented methodological approaches. The reasons for the differences in the methodological approaches proposed by domestic scientists to optimize the media planning of enterprises, as well as the need to further improve these approaches to improve the efficiency of the advertising communications process are analyzed. The results of the analysis of each method can be used in enterprises that set the task of optimally using advertising budget funds during media planning and advertising campaigns.
References
Райс Эл, Траут Дж. Маркетинговые войны / пер. с англ. С. Жильцов. Санкт- Петербург: Питер Принт, 2004. 254 с.
Дынчев С. В., Черевко В.Б. Моделирование процессов синтеза эффективной рекламной кампании коммерческой фирмы. Модели управления в рыночной экономике: сб. науч. тр. Донецк: ДонНУ, 2002. №5. С. 302-313.
Дем’яненко В.В., Потапенко С.П. Оптимізація розподілу бюджету рекламної кампанії для поширення рекламних повідомлень. Маркетинг в Україні, 2003. № 3. С. 10-12.
Раєвнєва Е.В. Тонєва Е.В. Модель ефективного розподілу обсягу асигнувань на рекламу. Маркетинг в Україні, 2004. № 3. С. 24-26.
Воробйова Н.П. Оптимізація витрат на пряму рекламу підприємствами готельно-ресторанної сфери. Економіка і менеджмент культури, 2014. № 1. С. 72-77.
Прикладні соціально-комунікаційні технології: теорія та практика: монографія / І.Г. Абрамова та ін.; ред. В.М. Манакін. Запоріжжя: Запоріз. нац. ун-т, 2016. 331 c.
Глущенко Т.С., Добрянська В.В. Тенденції та перспективи розвитку рекламно-комунікаційного ринку України. Бізнес Інформ, 2015. № 4. С. 327-332.
Крепак А. Телевізійна реклама: зважені рейтинги у медіаплануванні. Вісн. Київ. нац. торг.-екон. ун-ту, 2017. № 1. С. 62-72.
Rice, El, & Trout, J., (2004). Marketingovyye voyny [Marketing wars]. (S. Zhiltsov, Trans). Saint Petersburg: Piter Print, 254.
Dynchev, S.V., & Cherevko, V.B., (2002). Modelirovaniye protsessov sinteza effektivnoy reklamnoy kampanii kommercheskoy firmy [Modeling the synthesis of effective advertising campaign of a commercial firm]. Management Models in a Market Economy (Vol. 5), (pp. 302-313). Donetsk: DonNU.
Dem'yanenko, & V.V., Potapenko, S.P., (2003). Optymizatsiya rozpodilu byudzhetu reklamnoyi kampaniyi dlya poshyrennya reklamnykh povidomlenʹ [Optimize the distribution of your advertising campaign budget for distribution of promotional messages]. Marketing in Ukraine, 3, 24-26.
Raevneva, E.V., & Toneva, E.V., (2004). Modelʹ efektyvnoho rozpodilu obsyahu asyhnuvanʹ na reklamu [The model of effective distribution of the amount of allocations for advertising]. Marketing in Ukraine, 3, 24-26.
Vorobyova N.P., (2014). Optymizatsiya vytrat na pryamu reklamu pidpryyemstvamy hotel'no-restorannoyi sfery [Optimization of expenses for direct advertising by enterprises in the hotel and restaurant industry]. Economics and Culture Management, 1, 72-77.
Prykladni sotsial'no-komunikatsiyni tekhnolohiyi: teoriya ta praktyka [Applied social communication technologies: theory and practice]: monograph / I.H. Abramova ta in.; red. V.M. Manakin, (2016). Zaporozhye: Zaporizhzhya National University, 331.
Hlushchenko T.S., Dobryans'ka V.V., (2015). Tendentsiyi ta perspektyvy rozvytku reklamno-komunikatsiynoho rynku Ukrayiny [Trends and prospects for the development of advertising and communication market of Ukraine]. Business Inform, 4, 327-332.
Krepak A., (2017). Televiziyna reklama: zvazheni reytynhy u mediaplanuvanni [Television advertising: weighted ratings in media planning]. Herald of the Kiev National University of Trade and Economics, 1, 62-72.
