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Статті в журналах з теми "Advertising activity of the polygraph enterprises"
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Pylypchuk, Volodymyr, Ivan Kyrylov, and Kseniia Korolkova. "The Advertising in Enterprises Marketing Communications Activity in the Internet." Marketing and Digital Technologies 4, no. 2 (June 30, 2020): 72–81. http://dx.doi.org/10.15276/mdt.4.2.2020.7.
Повний текст джерела
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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813//2224-1213.21.2019.14.
Повний текст джерелаАнотація:
The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry. In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine. The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the advertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity. The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.
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Nowacki, Robert. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market." Contemporary Economics 15, no. 4 (December 2021): 415–28. http://dx.doi.org/10.5709/ce.1897-9254.457.
Повний текст джерелаАнотація:
Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.
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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813/2224-1213.21.2019.14.
Повний текст джерелаАнотація:
The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry.In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine.The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the dvertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity.The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.
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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.
Повний текст джерелаАнотація:
Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.
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Zolotarova Valentina. "Ways to increase the efficiency of the marketing activities of the advertising enterprises." Middle European Scientific Bulletin 1 (June 6, 2020): 4–7. http://dx.doi.org/10.47494/mesb.2020.1.2.
Повний текст джерелаАнотація:
The purpose of the article is to identify ways to improve the marketing activity of advertising companies.
In the course of the research were used: general scientific methods, in particular: systematic approach - to identify and justify the global trends in the development of advertising services; expert survey method - to determine the priorities of advertising companies and promoters of promotional products among these two groups of respondents in the process of interaction; systematic method - to determine the main directions of increasing the efficiency of the enterprise advertising industry. According to the results of the research, the author identified the main trends that will prevail in the world and domestic advertising sphere in the coming years, as well as the main directions of improving the efficiency of the advertising industry. The practical significance of research results is that they can be used by advertising companies to improve their own performance, create new sustainable competitive advantages, find strategic opportunities, and more.
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Makarov, A. M., and Ya S. Vasilyeva. "COMMUNICATION EFFECTIVENESS OF SMM FOR SMALL AND MEDIUM-SIZED ENTERPRISES (A CASE STUDY OF ADVERTISING PUBLICATIONS IN SOCIAL NETWORKS)." Bulletin of Udmurt University. Series Economics and Law 30, no. 5 (November 12, 2020): 654–62. http://dx.doi.org/10.35634/2412-9593-2020-30-5-654-662.
Повний текст джерелаАнотація:
The study focuses on the communication effectiveness of SMM for small and medium-sized enterprises. The task of the article is to determine the effectiveness of advertising in social networks. The general set was production, trade enterprises, and service enterprises of the Udmurt Republic. The sample analyzed 180 advertising posts published in April and May 2019. For enterprises and advertising publications in the sample, a number of indicators of communication effectiveness were measured: the number of group members, the level of publication activity, coverage, the number of reactions, the quality of advertising posts, the level of community involvement. The analysis showed that over half of small and medium-sized companies practically do not use advertising in social networks. This applies to both INSTAGRAM accounts and VKontakte communities. At the same time, the average number of subscribers in communities is quite high for the market of the region in question. It was found that the quality of advertising publications is rather low on a number of key parameters, which include the level of novelty, emotional saturation, motivation to action, etc. The level of community involvement in INSTAGRAM was identified as low. At the same time, it is significantly higher than the one we calculated for the VKontakte social network. Based on this analysis, the article made a number of proposals for small and medium-sized businesses to more effectively use commercial accounts in social networks for advertising purposes.
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Lozhachevska, Olena, and Ruslan Hryhorenko. "ANALYSIS OF MARKETING ACTIVITY AND COMMUNICATION POLICY OF CAR SERVICE ENTERPRISES OF UKRAINE." Economic Analysis, no. 28(3) (2018): 170–75. http://dx.doi.org/10.35774/econa2018.03.170.
Повний текст джерелаАнотація:
The effective use of information technology becomes one of the most important factors in the survival of enterprises in the modern hyper-information space in the context of the transformation of economic relations. The formation of the information society has determined the necessity to reconsider the approaches to the marketing activity of enterprises. It is caused by the emergence of new forms of communication activities in the hypermedia environment. The researches show that in 2017 60% of the population of Ukraine are Internet users. The social networks became the main source of information for 63% of these users. It has led to the redistribution of advertising budgets in favour of the Internet. Such situation has caused the need for a theoretical rethinking of the conceptual foundations of marketing activities of enterprises, their communication policy. The financial condition of modern car service enterprises has been investigated in the article. The influence of the use of components of interactive marketing on their activity has been proved.
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Latysheva O. V., Ipatova N. O., and Ipatov V. V. "Internet Marketing as a Means of Improving the Efficiency of Activity and Competitiveness of Companies in the Tourism Industry." Herald of the Economic Sciences of Ukraine, no. 2(41) (December 16, 2021): 178–82. http://dx.doi.org/10.37405/1729-7206.2021.2(41).178-182.
Повний текст джерелаАнотація:
This article considers the essence and possibilities of using Internet marketing activities for companies in the tourism industry, emphasizes their positive importance, which provides statistics on the volume of the advertising market and Internet advertising, as well as data on the economic effect of using the Internet in a particular domestic travel agency – marketing activities, such as: contextual and banner advertising, search engine optimization, SMM-promotion. It is established that now the Internet has become an integral part of our lives, while the Internet-technology has changed not only the daily life of society, but also called into question the existence of large enterprises and small and medium enterprises. Reasonably, that practically the cardinal changes caused by these changes happened in all industries. A competition became harder, and those companies was able to adapt oneself in new terms got new quality changes, and those that was not able to adapt oneself bore severe losses. Internet marketing is one of the main tools of non-price competition, which is increasingly displacing price competition based on the method of reducing prices. That is why the implementation of Internet marketing tools needs further research. For the implementation of Internet marketing activities it is necessary to determine the target audience, make a portrait of the client, set clear goals and the next step is to choose the channels to attract customers. Internet marketing is suitable for any type of business, it is more profitable than visual advertising has been proven. Internet marketing is developing very quickly, and only those entrepreneurs who can quickly adapt to the new conditions of business start-up will be able to win has been noted.
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Volvenkins, Sergejs. "QUALITY ANALYSIS REGARDING ADVERTISEMENTS OF SMALL AND MEDIUM–SIZED ENTERPRISES." Latgale National Economy Research 1, no. 4 (June 23, 2012): 373. http://dx.doi.org/10.17770/lner2012vol1.4.1845.
Повний текст джерелаАнотація:
The aim of the paper is to determine and analyse the quality of advertisements created by small and medium–sized enterprises (SMEs) of Latvia. SMEs often devote unreasonably little attention to the quality of making an advertisement regardless of the restrictions faced by SMEs in their activity: lack of resources, lack of marketing experience, scope of business activity, as well as tactical and strategic customer–oriented problems. The owners of SMEs do not have the required knowledge and experience in making efficient advertisements, entrepreneurs do not believe in the effect, which may be obtained from marketing communications by laying greater emphasis on other marketing activities and, thereby, underestimating the contribution of advertising in relation to promotion of products in the market. (2; 5; 12)
Дисертації з теми "Advertising activity of the polygraph enterprises"
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Шиліпук, Ольга Ярославівна. "Удосконалення маркетингової діяльності в забезпеченні конкурентоспроможності підприємства". Bachelor's thesis, КПІ ім. Ігоря Сікорського, 2019. https://ela.kpi.ua/handle/123456789/28311.
Повний текст джерелаАнотація:
Дипломна робота на тему: «Удосконалення маркетингової діяльності в забезпеченні конкурентоспроможності підприємства» містить 114 сторінок, 30 таблиць, 11 рисунків, 3 додатки. Перелік посилань нараховує 43 найменування. Метою роботи є розробка шляхів удосконалення маркетингової діяльності підприємства у сучасних умовах ринкового становища України. Методи дослідження. У процесі дослідження шляхів удосконалення маркетингової діяльності торгово-посередницького підприємства застосовувалися: методи економічного і статистичного аналізу, групування, графічного моделювання організаційних структур, метод порівняння, метод експертних оцінок і графічний метод. Результати дослідження були дослідженні та прийняті до розгляду підприємством «КОНТЕ Україна» для забезпечення удосконалення використання маркетингової діяльності, цим самим забезпечивши зростання конкурентоспроможності підприємства. Результати впровадження дослідження апробовано на: Міжнародній науково-практичної конференції «Науково-технічний розвиток: економіка, технології, управління», а також на міжнародній науково-практичної конференції «Тенденції розвитку економіки у 2018 році: аналітичний та теоретико-методологічний аспекти»Diploma work on the topic: «Improvement of marketing activity in ensuring the competitiveness of the enterprise» contains 114 pages, 30 tables, 11 figures, 3 applications. The list of references has 43 titles. The purpose of the work is to develop ways to improve the marketing activity of the enterprise in the current conditions of the market situation in Ukraine. Research methods. In the process of studying the ways of improving the marketing activities of the trade and intermediary enterprise used: methods of economic and statistical analysis, grouping, graphical modeling of organizational structures, the method of comparison, the method of expert evaluations and the graphical method. The results of the study were investigated and taken into consideration by KONTE Ukraine Company in order to improve the use of marketing activities, thus ensuring the growth of the competitiveness of the enterprise. The results of the research implementation were tested on: International scientific and practical conference "Scientific and technological development: economy, technology, management", as well as at the international scientific and practical conference "Trends in the development of the economy in 2018: analytical and theoretical and methodological aspects"
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Юдіна, Наталія Володимирівна. "Управлінські рішення в рекламній діяльності поліграфічних підприємств". Doctoral thesis, 2009. https://ela.kpi.ua/handle/123456789/346.
Повний текст джерелаЧастини книг з теми "Advertising activity of the polygraph enterprises"
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Kachniewska, Magdalena. "Gamification and Social Media as Tools for Tourism Promotion." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 17–51. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch002.
Повний текст джерелаАнотація:
The goal of this chapter is to present the application of gamification mechanism and social media tools in the promotion of tourism regions and enterprises as well as the promotion of tourism activity itself. The framework distinguishes between stimulus characteristics of the game (promotion mechanism) that lead to sociological responses toward the game (tourism brand) and actual buyers' (tourists') behaviour. Though the game-like mechanism has been applied in tourism for decades and some funware elements are well known among teens – they hardly deal with competition of computer games. Two popular systems of tourism badges in Poland are thus discussed in order to look for reasons of their falling popularity and teenagers' resistance to participate in the systems. Mobile devices enable teens to combine playing and travelling. The development of mobile applications, integrating social gaming, and location-based technology has led to the growing interest in location-based social network marketing, particularly in tourism and hospitality. The chapter concludes with a proposal how to revitalize an old-school system of tourism badges through the modern gamification mechanism combined with social media tools.