Vìsnik Žitomirsʹkogo Deržavnogo Tehnologìčnogo Unìversitetu: Ekonomìčnì Nauki (Sep 2016)
Methods of marketing and advertising activity evaluation
Abstract
The result of the business entities’ activities is associated with the development of instruments of the economic processes efficiency determination, including marketing activities. It has determined the purpose of the article. The methodological principles in this area are developed. It is proved that the increase in sales of the profit margin is only partly dependent on the implementation of advertising measures. The methodical approaches for estimation of exhibition and advertising activity and promotion of its employees are specified. The results of work involve evaluation of the advertising effect value on the basis of share of the advertising impact on the increase of sales and revenue from the sale of products. The corresponding proportion of such impact is determined based on the consumer inquiry. The index of trade fair works, its calculation based on two components: how many times a specific company participated in such events; and how well the company was presented at relevant trade fairs. The indices of the cost on advertising and promotion of certain products manufacturer are provided. The scientific innovation of the research is as follows. It is proved that the sales increase effect should not be assigned to advertising only. The compositions that influence the consumer preferences and their share in the total value effect are determined. The new is the proposed index of influence of the trade fair work results depending on the selected factors. The practical importance of the research results involve more accurate calculation of the effect of the activities made and, consequently, increase efficiency of the business entities.
