Criteria for Evaluating of Management of Process of Advertising Activity on the Consumer Market

Shepelenko Oksana V. () and Granish Svetlana A. ()
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Shepelenko Oksana V.: Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky
Granish Svetlana A.: Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky

Business Inform, 2013, issue 1, 302_307

Abstract: Purpose of the article is to identify the criteria for evaluating the effectiveness of advertising activity of companies on the consumer market. The study used the methods of theoretical generalization and comparison, analysis and synthesis, methods of network planning and management, methods of economic-mathematical modeling. In article is defined criterion of evaluating management of advertising activities of company on the consumer market based on economic-mathematical model evaluating the effectiveness of advertising activities. To improve the effectiveness of advertising activity a company is offered economic-mathematical model to optimize the cost on advertising activity on the basis of the model of network planning and management. Using of proposed the economic-mathematical models allows to estimate the effectiveness of advertising activity of the enterprise and optimize the cost of advertising activity for increase the effectiveness of advertising activity of the company.

Keywords: advertising activity; criteria for evaluating management; model evaluating the effectiveness of advertising activity; network model (search for similar items in EconPapers)
Date: 2013
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