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Information × Registration Number 0218U100079, 0113U000520 , R & D reports Title Management of advertising activity of enterprises popup.stage_title Head Melnykovych Olena M., Доктор економічних наук Registration Date 26-12-2018 Organization Kyiv National University of Trade and Economics popup.description2 The object of the research is the process of managing the advertising activities of enterprises. The purpose of the work is the justification of the theoretical foundations, the development of methodological approaches and practical recommendations for improving the management of advertising activities of enterprises. Research methods are systematic analysis of the experience of managing advertising activities by enterprises, including those on the principles of ethics; survey of respondents in order to reveal their attitude to charity activities and charitable organizations as a content filling of advertising campaigns of enterprises; analytical for the study of the classification of advertising companies; interviewing respondents for the analytical assessment of enterprise communications; regression and economic-statistical modeling for constructing a model of dependence of indicators of communicative effects on factors of communication influence. The types and process of management of advertising communications of enterprises, which are based on the principles of purposefulness, client orientation, integration, interactivity, individualization, optimality, social ethics, are systematized. The systematization of advertising communications of enterprises has been improved by addition of "media model" criterium, which provides a concretization of communications management decisions and a wider range of communication tools. The criteria of the innovation level of advertising are updated, the classification of the outdoor median has been developed. The methodological principles of formation of e-loyalty of consumers is also proposed, which will help to evaluate e-satisfaction levels, e-trust, e-loyalty on the basis of their preferences and personal characteristics of consumers, loyal to the quality of services of the enterprise. Those principals are also crucial for the development of future Internet-advertising communications. The expediency of applying the principl Product Description popup.authors popup.nrat_date 2020-04-02 Close