Economy of Ukraine
Published since September 1958
Login

№ 2/2023

Ekon Ukr. 2023 (2): 55–72
https://doi.org/10.15407/economyukr.2023.02.055

ECONOMIC MANAGEMENT: THEORY AND PRACTICE

УДК 338

JEL: M37, D12, M30

FARENIUK Yana1, CHORNOUS Galyna2

1Taras Shevchenko National University of Kyiv, Research ID : http://www.researcherid.com/rid/57200227059
OrcID ID : https://orcid.org/https://orcid.org/0000-0001-6837-5042
2Taras Shevchenko National University of Kyiv, Research ID : http://www.researcherid.com/rid/57194528334
OrcID ID : https://orcid.org/https://orcid.org/0000-0003-4889-1247


PRINCIPLES OF EFFECTIVE PLANNING OF ADVERTISING ACTIVITY IN THE 21ST CENTURY


The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mix increases synergy effects, online plus TV as these communication channels perfectly complement each other, online video is another TV channel, the display provides the additional frequency of contact with potential consumers, mobile thinking, adaptation of creatives, considering of regional specificity, optimization of campaign building architecture, performance is not only online, programmatic is audience targeting and brand safety is the protection of the brand environment. The research results will be useful for marketing practitioners, strategic managers, and scientific society for the improvement of advertising planning and future development of marketing principles, considering all changes which will appear in the 21st century. The proposed principles of media planning make it possible to increase the validity of marketing decisions and improve business and advertising results, so they are recommended for implementation in Ukrainian and international companies.


Keywords:media; advertising; planning; marketing; principles

Article original in English (pp. 55 - 72) DownloadDownloads :115
The article was received by the Editorial staff on January 4 , 2023

References

1. Ribeiro R. Os 8P's do Marketing Contemporâneo (The 8p's of Contemporary Marketing). QSP-Consultoria de Marketing, 2015, 54 p.
doi.org/10.2139/ssrn.2613693

2. Chernyak O., Fareniuk Y. Modeling of Effectiveness of Media Investment Based on Data Science Technologies for Ukrainian Bank. In: Proceedings of the 16th International Conference on ICT in Education, Research and Industrial Applications (ICTERI) «Integration, Harmonization, and Knowledge Transfer. Vol. II: Workshops» (Kharkiv, Ukraine, October 06--10, 2020). CEUR Workshop Proceedings, 2020, Vol. 2732. pp. 282-289.

3. Doyle P. Long range planning and advertising. Long Range Planning, 1977, Vol. 10, Iss. 6, pp. 16-22.
doi.org/10.1016/0024-6301(77)90003-6

4. Beltran-Royo C., Zhang H., Blanco L.A., Almagro J. Multistage multiproduct advertising budgeting. European Journal of Operational Research, 2013, Vol. 225, Iss. 1, pp. 179-188.
doi.org/10.1016/j.ejor.2012.09.022

5. Davis M.P. Advertising Planning and Budgeting. Ch. 11. In: Practice of Advertising. 5th Ed., 2005, 400 p.
doi.org/10.1016/B978-0-7506-6173-7.50015-5

6. Zhang C., Zheng K., Tian Y. et al. Advertising Impression Resource Allocation Strategy with Multi-Level Budget Constraint DQN in Real-Time Bidding. Neurocomputing, 2022, Vol. 488, pp. 647-656.
doi.org/10.1016/j.neucom.2021.11.072

7. Karray S., Martín-Herrán G., Sigué S.P. Managing advertising investments in marketing channels. Journal of Retailing and Consumer Services, 2022, Vol. 65, No. 102852.
doi.org/10.1016/j.jretconser.2021.102852

8. Gavrylenko N., Shkoda M. Planning advertising campaign of the enterprise. In: Proceedings of the II All-Ukrainian Scientific Internet Conference \"Educational and Innovative Interactive Platform \"Entrepreneurial Initiatives\" (Kyiv, December 07, 2017). Kyiv, KNUTD, 2017, pp. 135-141 [in Ukrainian].

9. Glynskyi N.Y., Girna O.B., Moroz L.A. The essence of management of advertising activities at the enterprise. Scientific Notes of Lviv University of Business and Law, 2018, Vol. 18, pp. 38-42 [in Ukrainian].

10. Lisovska V., Moshenska A. Mathematical modeling of the function of advertising activity of the enterprise. Theoretical and Practical Aspects of Economics and Intellectual Property, 2014, Vol. 2, Iss. 10, pp. 248-258 [in Ukrainian].

11. Yalovega N., Verezomskyi D. Planning of product advertising support. Scientific Bulletin of the Poltava University of Economics and Trade, 2020, No. 3 (99), pp. 56-64 [in Ukrainian].

12. Jha P.C., Aggarwal R., Gupta A. Optimal media planning for multi-products in segmented market. Applied Mathematics and Computation, 2011, Vol. 217, Iss. 16, pp. 6802-6818.
doi.org/10.1016/j.amc.2010.12.111

13. Ulyantsev A., Kolgatin O. Methods of artificial intelligence as a tool for planning marketing activity. Proceedings of the International Scientific and Practical Conference \"Information Technologies and Systems\" (Kharkiv, April 14--15, 2022). Kharkiv, Semyon Kuznets National University of Economics, 2022, p. 37 [in Ukrainian].

14. Belenky A.S., Belenkii I. Optimization of planning an advertising campaign of goods and services. Mathematical and Computer Modelling, 2002, Vol. 35, Iss. 13, pp. 1391-1403.
doi.org/10.1016/S0895-7177(02)00092-4

15. Pérez-Gladish B., Gonzalez I., Bilbao-Terol A., Arenas-Parra M. Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data. Omega, 2010, Vol. 38, Iss. 1-2, pp. 84-94.
doi.org/10.1016/j.omega.2009.04.004

16. Kim G., Moon I. Online banner advertisement scheduling for advertising effectiveness. Computers & Industrial Engineering, 2020, Vol. 140, No. 106226.
doi.org/10.1016/j.cie.2019.106226

17. Ritter M.B., Vaala S.E. Advertising effects on behavior. Encyclopedia of Child and Adolescent Health, 2023, Vol. 3, pp. 314-324.
doi.org/10.1016/B978-0-12-818872-9.00187-4

18. Samuel A., White G.R.T., Thomas R., Jones P. Programmatic advertising: An exegesis of consumer concerns. Computers in Human Behavior, 2021, Vol. 116.
doi.org/10.1016/j.chb.2020.106657

19. Shehu E., Nabout N.A., Clement M. The risk of programmatic advertising: Effects of website quality on advertising effectiveness. International Journal of Research in Marketing, 2021, Vol. 38, Iss. 3, pp. 663-677.
doi.org/10.1016/j.ijresmar.2020.10.004

20. Fareniuk Y. Marketing strategy optimization in FMCG market. Bulletin of Taras Shevchenko National University of Kyiv. Economics, 2022, Vol. 2(219), pp. 49-57.
doi.org/10.17721/1728-2667.2022/219-2/7

21. Chornous G., Fareniuk Y. Marketing mix modeling for pharmaceutical companies on the basis of data science technologies. Access to science, business, innovation in digital economy, ACCESS Press, 2021, Vol. 2(3), pp. 274-289.
doi.org/10.46656/access.2021.2.3(6)