OPTIMIZATION OF MEDIA INFLUENCE ON CAR USERS BY EFFECTIVELY SELECTING RADIO STATIONS FOR PROMOTIONAL CONTENT PLACEMENT
Journal Title: ВЧЕНІ ЗАПИСКИ ТАВРІЙСЬКОГО НАЦІОНАЛЬНОГО УНІВЕРСИТЕТУ ІМЕНІ В.І. ВЕРНАДСЬКОГО СЕРІЯ: ЕКОНОМІКА ТА СУСПІЛЬСТВО - Year 2018, Vol 29, Issue 4
Abstract
There are studied questions of marketing research of consumer behavior, for effectively selecting radio stations for promotional content placement. It improved marketing strategies and new approaches to the client in the current conditions to attract and increase consumer demand. Automobile companies on the stage of media planning run into the problem of choice of the radio station, placing of advertisement on which will give them maximal effect. Data of own researches of tastes of car consumers in relation to the channels of communication, that were conducted by questioning and registration confirmed, that radio is the second then digital channel of communications. It has large popularity among the consumers of cars and helped to reduce conformities relation to indexes, such as a brand, sex etc. and to the choice the radio stations that will help auto companies to choose the optimal station for influence on a target audience.
Authors and Affiliations
Yu. A. Hryhorieva
Keywords
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