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L. Buyak () and H. Lipyanina ()
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L. Buyak: Head of the Department of Economic Cybernetics and Informatics of Ternopil National Economic University
H. Lipyanina: lecturer of the Department of Economic Cybernetics and Informatics of Ternopil National Economic University

Economics of Development, 2016, vol. 77, issue 1, 79-83

Abstract: The conditions of market economy in Ukraine have significantly increased the role of an effective advertising policy in the adaptation of the operation of domestic enterprises to changes occurring in the environment. In this aspect, determining the optimal advertising expenditures that maximize the effectiveness of the advertising appeal in accordance with a particular market situation and the aim of the campaign has become urgent. A mathematical model of the impact of the advertising campaign on the activities of a tourism enterprise has been developed. The problem of optimal time distribution of funds allocated for advertising has been solved. The concept and tools of analysis, mathematical modelling and managing advertising campaigns have been researched. The main tools of research are economic and mathematical models and algorithms of advertising. A model of management of a tourist enterprise advertising policy has been built to assist in the improvement of sales and provide competitive edge in the market. For this purpose the following objectives have been set and achieved: a study of peculiar perception of the advertising information by a potential consumer; building a dynamic model of strategic planning of advertising; developing a complex of models of estimation of the advertising policy efficiency. An Excel-based research has been done on the optimization of the advertising budget and distribution of funds between advertising media. Optimization of advertising costs has been achieved through the development of an advertising campaign plan aiming to maximize profit despite a limited advertising budget. The model has been approbated using the software AnyLogic Personal Learning Edition with the tourist attraction Zbarazh castle taken as an example and a simulation model built for the unreconstructed castle in the city of Skalat. The resulting functional relationships can be used to predict the tourist flows. As a result, apart from optimum distribution of costs, the advertising budget has also been optimized which proves the relevance of this problem, because any deviation from the optimum leads to an ineffective use of the budget.

Keywords: advertising; mathematical modelling in the advertising campaign management; tourist attraction; a castle complex. (search for similar items in EconPapers)
Date: 2016
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