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BUSINESS INFORM №1-2012

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39

Section: Management and Marketing
Chumachenko I. V., Mozhevenko T. Y.
The Use of Media Com­binations in Planning of Enterprise Advertising Communica­tions (p. 152 - 155)
The article considers the solution of the task of the use of unique media combinations for making the model of optimization of ad­vertising budget and this very planning and budget distribution will allow to solve two interrelated tasks: selection of the carrier of advertising message, selection of the combination of these car­riers, selection of the calendar period of the release of advertising message, i.e. precisely which information carriers will be included in the model and in what combination.
Keywords: enterprise, advertising communications, media com­binations, optimization advertising budget funds
Bibl.: 8.

Chumachenko Igor V. – Doctor of Science (Engineering), professor of the Department of Management of National Aerospace University named after N. Y. Zhukovskii «Kharkov Aviation Institute»
Mozhevenko Tatiana Y. – assistant lecturer of the Department of Management of National Aerospace University named after N. Y. Zhukovskii «Kharkov Aviation Institute»

Reference to this article:
Chumachenko, Igor V., and Mozhevenko, Tatiana Y. (2012) “ The Use of Media Com­binations in Planning of Enterprise Advertising Communica­tions.” Business Inform 1:152–155.

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