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Communications Policy in Income Management
Kubetska O. M., Ostapenko T. M.

Kubetska, Olha M., and Ostapenko, Tetiana M. (2021) “Communications Policy in Income Management.” Business Inform 3:247–253.
https://doi.org/10.32983/2222-4459-2021-3-247-253

Section: Management and Marketing

UDC 658.8:659

Abstract:
The article considers the role of advertising as one of the most efficient means of promoting goods to the market; the main types of Internet advertising are studied, their features are determined. The purpose of the article is to develop practical recommendations for trading enterprises to increase both the number of customers and the commercial income through the formation of a communications policy that is focused on «immediate» profit and involves a combination of traditional and new communication approaches or technologies. In the article, in view of the dynamics for 2017-2019, the proportion of Internet advertising by its types in Ukraine is examined and the largest concentrations of the companies’ investments into in-stream video (advertising that is broadcast in videos) along with banner advertising are identified. The essence of banner advertising is considered, the advantage of which is the maximum coverage of the customer audience, promptness, efficiency, quick memorization of brand, saving the budget, etc. The article investigates the requirements for an advertisement. The formation of communications policy is recommended according to the following technology: determining the goals of measures to promote products; formation of the content of advertisements; use of various, periodically modified means of communication and taking into account the geographical dispersion of customers, their age affiliation; use of non-digital communication channels and Digital communication channels; implementation of free advertising events and budgeting of current advertising events together with capital investments in website or online store; administration of advertising campaigns using application platforms, Google Adwords software, Google Search Console, Google Analytics, Look-alike, etc.; registration in numerous social networks and joining social communities; use of crowd marketing; updating the communicative component through guest posts, email newsletters, creating a video channel on YouTube, offers of goods in discount services. When managing the budget of an online store, it is proposed to use service dropshipping.

Keywords: advertising, communications, management, income, instruments, marketing, dropshipping, Digital, online store.

Fig.: 2. Bibl.: 19.

Kubetska Olha M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Analytical Economics and Management, Dnipropetrovsk State University of Internal Affairs (26 Haharina Ave., Dnipro, 49005, Ukraine)
Ostapenko Tetiana M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Analytical Economics and Management, Dnipropetrovsk State University of Internal Affairs (26 Haharina Ave., Dnipro, 49005, Ukraine)
Email: [email protected]

List of references in article

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Fedorychak, V. “Reklama v Interneti: 17 osnovnykh vydiv ta yikhni osoblyvosti“ [Advertising on the Internet: 17 Main Types and Their Features]. lemarbet.com/ua/razvitie-internet-magazina/reklama-v-internete-8-osnovnyh-vidov-i-ih-osobennosti
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“Reklama u bloheriv yak instrument prosuvannia biznesu“ [Advertising for Bloggers as a Tool to Promote Business]. https://lanet.click/reklama-u-bloheriv-yak-instrument-prosuvannia-biznesu/
“Rynok mediinoi internet-reklamy u 2018 rotsi zris na 40%“ [Internet Advertising Media Market in 2018 Grew by 40%]. Detektor media. February 14, 2019. https://detector.media/rinok/article/144871/2019-02-14-rynok-mediynoi-internet-reklamy-u-2018-rotsi-zris-na-40-inau/
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Samilenko, I. I., and Perov, H. O. “Kontekstna reklama - brendinh chy instrument dlia zbilshennia prodazhiv?“ [Contextual Advertising - Branding or a Tool to Increase Sales?]. Innovatsiinyi resurs sotsialno-ekonomichnoho rozvytku Ukrainy. Kyiv: KNEU, 2017. 74-75.
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“Shcho take dropshypinh? Yak vyhidno zaimatysia dropshypinhom?“ [What Is Dropshipping? How Profitable Is to Do Dropshipping?]. https://cynicallviv.com.ua/shho-take-dropshyping-yak-vygidno-zajmatysya-dropshypingom/

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