РЕКЛАМНА ДІЯЛЬНІСТЬ АГРАРНИХ ПІДПРИЄМСТВ У КОНТЕКСТІ МІЖНАРОДНИХ ЕКОНОМІЧНИХ ВІДНОСИН
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2017, Vol 1, Issue 2
Abstract
Danylenko V.I., KaliuzhnaYu.P., Koshova L.V. Advertising activity of agrarian enterprises in the context of international economic relations. The article deals with the analysis of the modern level of the advertising activity of agrarian enterprises in the context of international economic relations. The role and main functions of the advertising activitybased on international economic relations have been identified. The interconnection of advertising and international economic relations and its impact on the activity of agrarian enterprises have been found out. A need arises for a market research, forecasting of foreign economic relations development, an analysis of marketing activity of enterprises and formation of an effective policy of promotion with the help of advertising, an application of modern methods of marketing communication by national entrepreneurs for their competitiveness support. The advertising activity in the market conditions is considered as a highly-effective way of a competitive struggle of agrarian enterprises. New requirements as to their activity determine considerable changes of the economic management mechanism, proprietorship forms, the type of relationship between producers and consumers in advertising organization. The role of advertising in international economic relations and trade has been identified. The present for the advertising market, which is characterized by the process of advertising activity concentration, an acquisition of smaller advertising agencies by larger ones and advertising media, has been studied. The impact of the biggest advertisers on an advertising sphere is rising. They interfere in a business activity of advertising agencies and advertising media controlling their activity and buying them up. The world advertising market is a sphere in which under the conditions of real competitiveness transnational companies hold promotional events, that encourage promotion of national products to international markets. That’s why knowledge of the peculiarities, condition and tendencies of the development of the advertising world market is necessary particularly for conducting a promotional campaign, that is adequate to marketing environment in international economic relations. Thus, the advertising activity in the context of international economic relations serves as a focus in choosing products for consumers, stimulates consumer demand, and an increase in demand, in its turn, determines an increase in output and cheapening of products, market saturation, maximization of enterprise profit, an increase of deductions to the national budget, a rise of labour payment, job creation, strengthening of social and economic situation in the state. Key words: international economic relations, advertising, advertising activity, agrarian enterprises.
Authors and Affiliations
В. І. Даниленко, Ю. П. Калюжна, Л. М. Кошова
Keywords
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