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BUSINESS INFORM №11-2015

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69

Section: Management and Marketing
UDC 338.47
Pakhtusov M. I., Stankevych I. V.
An Organizational-Economic Mechanism for Management of Advertising Activities of Communication Enterprises: Theoretical Bases of Formation (p. 434 - 438)

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.
Keywords: organizational-economic mechanism, promotional activities, ways to organize promotional activities
Fig.: 1. Bibl.: 17.

Pakhtusov Maksym I. – Postgraduate Student, Odesa National Academy of Telecommunications named after O. S. Popov (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Stankevych Iryna V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

Article is written in Ukrainan
Downloads/views: 11

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Reference to this article:
Pakhtusov, Maksym I., and Stankevych, Iryna V. (2015) “An Organizational-Economic Mechanism for Management of Advertising Activities of Communication Enterprises: Theoretical Bases of Formation.” Business Inform 11:434–438.


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