Удосконалення рекламної політики підприємства з використанням соціальних мереж Інтернет
Loading...
Date
2023
Journal Title
Journal ISSN
Volume Title
Publisher
Видавництво "Молодий вчений", Одеса
Abstract
UKR: Стаття присвячена актуальним питанням розробки та удосконалення рекламної політики суб’єктів господарювання з використанням соціальних мереж Інтернет. Розглянуто основні методичні підходи щодо сутності та методики розробки рекламної кампанії у Інтернеті. Виконано аналіз ефективності комунікативної політики конкретного виробничо-торгівельного підприємства. Досліджено фактори зовнішнього та внутрішнього середовища фірми, які впливають на результати її діяльності, розраховано коефіцієнт еластичності попиту за рекламою. Визначено сильні та слабкі сторони рекламної політики фірми. Запропоновано та обґрунтовано рекомендації щодо вдосконалення рекламної політики фірми. На підставі виконаного аналізу каналів просування продукції у Інтернет пропонується розміщення реклами в соціальних мережах Facebook та Instagram.
ENG: The article is devoted to topical issues of development and improvement of the advertising policy of business entities using Internet social networks. The main methodological approaches were considered regarding to the essence and methods of developing an advertising campaign on the Internet. The analysis of the effectiveness of the communication policy of a specific production and trade enterprise was performed. Factors of the company's external environment that affect the results of its activity were investigated: the growth of the construction market, the increase in demand for lifting equipment, the increase in the solvency of buyers, etc. An analysis of the indicators characterizing the company's product range was carried out: width, length, average depth of product groups and harmony of product nomenclature. It was determined that the company works on the B2B market and on the B2C market. The B2B market consists of retail enterprises of Ukraine. The B2C market includes the population and makes up only 5% of the company's total sales volume. The company's advertising activities include: production of color printed advertising products; production of souvenir products; advertising in specialized printed publications; site support; work with clients; product presentation for groups of invited buyers; participation in the industry exhibition. The largest share of advertising costs falls on the Internet, the costs are directed to the maintenance of one's own site. Promotion of the site, its internal and external optimization is the most effective tool of the company's marketing communications. The conversion rate of the site is 6.3%. The coefficient of elasticity of demand for advertising was calculated. Recommendations for improving the company's advertising policy are proposed and substantiated. On the basis of the analysis of product promotion channels on the Internet, it is proposed to place advertisements on Facebook and Instagram social networks. Placing ads on Facebook and Instagram social networks will, according to business owners, lead to a 20-25% increase in product sales in the first year.
ENG: The article is devoted to topical issues of development and improvement of the advertising policy of business entities using Internet social networks. The main methodological approaches were considered regarding to the essence and methods of developing an advertising campaign on the Internet. The analysis of the effectiveness of the communication policy of a specific production and trade enterprise was performed. Factors of the company's external environment that affect the results of its activity were investigated: the growth of the construction market, the increase in demand for lifting equipment, the increase in the solvency of buyers, etc. An analysis of the indicators characterizing the company's product range was carried out: width, length, average depth of product groups and harmony of product nomenclature. It was determined that the company works on the B2B market and on the B2C market. The B2B market consists of retail enterprises of Ukraine. The B2C market includes the population and makes up only 5% of the company's total sales volume. The company's advertising activities include: production of color printed advertising products; production of souvenir products; advertising in specialized printed publications; site support; work with clients; product presentation for groups of invited buyers; participation in the industry exhibition. The largest share of advertising costs falls on the Internet, the costs are directed to the maintenance of one's own site. Promotion of the site, its internal and external optimization is the most effective tool of the company's marketing communications. The conversion rate of the site is 6.3%. The coefficient of elasticity of demand for advertising was calculated. Recommendations for improving the company's advertising policy are proposed and substantiated. On the basis of the analysis of product promotion channels on the Internet, it is proposed to place advertisements on Facebook and Instagram social networks. Placing ads on Facebook and Instagram social networks will, according to business owners, lead to a 20-25% increase in product sales in the first year.
Description
Т. Семенова: ORCID 0000-0002-4749-9473
Keywords
реклама, Інтернет-торгівля, соціальна мережа, асортимент, ринок, advertising, Internet trade, social network, assortment, market, КЕП (ІПБТ)
Citation
Семенова Т. В., Капітан Я. В. Удосконалення рекламної політики підприємства з використанням соціальних мереж Інтернет. Молодий вчений. 2023. № 11 (123). С. 146–149. DOI: https://doi.org/10.32839/2304-5809/2023-11-123-21.