SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS

Abstract

Innovation technologies, dynamic global economic processes make it necessary to revise existing methods of advertising activity and ways of using the system of marketing communications. Within the frames of the present article the author investigates a segment of B2B market, in particular a field of conference-arranging business. Advertising activity of the enterprise of conference-arranging business is connected with grounding, selecting and effective use of tools, technologies, processes, operations, mechanisms of creating, delivering and passing information about a planned even (conference) along specific channels of advertising to a concrete addressee of consumer audience. The author identifies certain specific advertising activity of enterprises of conference-arranging business: economic, managerial, communicative and innovative. Economic features deal with basic parameters of product promotion; managerial - with parameters of segmentation of key market entities; communicative - with coverage and intensity of advertising events, innovative - with the content and specificity of conference-arranging events. Taking into account the sum total of these features will provide an opportunity to use the strategic approach to organizing advertising activity for enterprises of conference-arranging business.

Keywords

• conference-arranging events
• marketing communications
• advertising strategy