BUSINESS INFORM №1-2017

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Section: Management and Marketing
UDC 339.135:23
Oklander M. A.
The Essence and the Influence Factors of Advertising Strategy (p. 342 - 346)
The article is aimed at analyzing and giving an updated definition of the category of «advertising strategy». Several approaches to understanding this category have been allocated. The first approach characterizes the advertising strategy from the position of a large-scale program of tools used to achieve the planned impact on the target audience; the second approach localizes it as a strategy which is formed and implemented in order to deliver the advertising messages to the specific consumers; the third approach characterizes the category of «advertising strategy» from the position of the complex of activities, conducted by advertiser in order to achieve the objectives of the advertising strategy. The factors influencing the choice of advertising strategies were analyzed, various approaches were allocated. The first of these approaches is characterized by dividing the factors that influence the choice of advertising strategies into the external and the internal ones. According to the second approach, the influence factors are considered as a whole.
Keywords: advertising strategy, advertising, influence factors, strategy
Fig.: 1. Tabl.: 1. Bibl.: 23.

Oklander Mykhailo A. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Odesa National Polytechnic University (1 Shevchenka Ave., Odesa, 65044, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Oklander, Mykhailo A. (2017) “The Essence and the Influence Factors of Advertising Strategy.” Business Inform 1:342–346.

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