ISSUES OF ESTABLISHING ADVERTISING BUDGET AS A FACTOR OF INCREASING EFFECTIVENESS OF THE COMPANY
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Author(s): | Troyanova E. N., |
| Number of journal: | 2(39) | Date: | May 2017 |
| Annotation: | The article examines the issues of establishing the advertising budget of the company and its influence on increasing efficiency of the company operation. The analysis of the structure was conducted, as well as the number of factors having significant impact on the size and timing of the orders performance, such as product life cycle, its market share, geography and volume of sales, the level of competition at the market, financial capacity of the enterprise. Comparative characteristics of modern methods of determining the advertising budget are provided, as well as their advantages and disadvantages are analyzed. The main conditions of equilibrium and the optimality of the advertising budget are examined. |
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| Keywords: | effectiveness of operation, advertising budget, market relations, competition, product life cycle, product, demand, advertising, financial resources, market, segmentation, marketing strategy. |
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| For citation: | Troyanova E. N. Issues of establishing advertising budget as a factor of increasing effectiveness of the company // Business. Education. Law. Bulletin of Volgograd Business Institute. 2017. No. 2 (39). P. 101–105. |
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