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SIMON KUZNETS KHARKIV NATIONAL UNIVERSITY OF ECONOMICS, UKRAINE

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BUSINESS INFORM №6-2016

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37

Section: Management and Marketing
UDC 65.01
Skrynkovskyy R. M.
Diagnostics of the Advertising Efficiency in the Activities of Enterprise (p. 240 - 244)

The article discloses the essence of the concept of «advertising», which should be understood as one of the key communication-informational means of enterprise for presentation of products to consumers and promotion on the market aimed at their merchandising. It has been found that diagnostics of the advertising efficiency in the activities of enterprise is the process of identification, analysis and assessment of the efficiency of advertising, the main trends of its impact on the activities of enterprise with a view to determining the prospects of the enterprise functioning in the market competition environment. Both the conception and the instrumentarium of the system for diagnostics of the advertising efficiency in the activities of enterprise have been provided. It has been found that the key business indicators of the system for diagnostics of advertising efficiency in the activities of enterprise are: indicator of the advertising performance; indicator of the return on advertising spend; indicator of the profitability of advertising; indicator of the advertising capacity; indicator of the percentage of regular customers; indicator of the sales growth. Prospects for further research in this direction are formation of a system for purposes of diagnosing the activities of enterprise in accordance with the partial diagnostic purpose – diagnostics of the advertising efficiency in the activities of enterprise.
Keywords: enterprise, advertising, efficiency, communications, diagnostics, business indicators
Formulae: 7. Bibl.: 12.

Skrynkovskyy Ruslan M. – Candidate of Sciences (Economics), Associate Professor, Professor, Department of Business Economy and Information Technology, Lviv University of Business and Law (99 Kulparkіvska Str., Lviv, 79021, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Skrynkovskyy, Ruslan M. (2016) “Diagnostics of the Advertising Efficiency in the Activities of Enterprise.” Business Inform 6:240–244.


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