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
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