OPTIMIZATION OF EXPENSES ON ADVERTISING ACTIVITY OF ENTERPRISE
Main Article Content
Abstract
Introduction. Many businesses rely on advertising to drive more customers, but the cost of a
persistent advertising presence can be huge for some businesses, so they look for ways to reduce and reduce
their advertising costs. In order to avoid unnecessary costs, you need to properly allocate your advertising
budget. Advertising is usually expensive and its impact is not always what the company wants. First of all,
cost optimization measures are used to reduce the so-called non-strategic costs and thus increase efficiency
and profit for the company. Therefore, the issue of optimizing the value of advertising for businesses is really
important.
Purpose. The purpose of the article is to consider and identify the most effective methods of
determining advertising costs that deserve the attention of everyone involved in solving this difficult task.
Results. The article describes the importance of advertising and its costs in the enterprise. The concept
of advertising costs is revealed and the essence of the methods of determining the optimal advertising budget
is disclosed. Here are some ways to help keep your advertising costs down while maintaining your
performance. The essence of advertising on social networks Facebook and Instagram is described. Consider
the example of TAS Insurance Group PJSC marketing budget performance and efficiency.
Originality. These are the ways that help you reduce your advertising costs while maintaining your
effectiveness, and look at the performance and effectiveness of your marketing budget using the example of
TAS Insurance Group (private).
Conclusion. The results of this study show that there are many methods to help you find the right
advertising budget for your business that will not lose customers and spend money on advertising.
Advertising has a big influence on the choice of a product or service, so it is important to find an advertising
budget that is profitable and not a wasted expense. There are many ways to help reduce your advertising
costs while maintaining your effectiveness. The most optimal option is to advertise on social networks
Facebook and Instagram, because it is cheaper compared to others and effective because most of the time
consumers spend on these networks.
In this regard, businesses can advertise on social networks, they help in generating consumer interest
in the product, to bring the main benefits of the product to consumers. The key to a successful advertising
campaign is to ensure that your target audience is optimally reached and that several advertising tools are
competently combined.
Article Details
The authors published in this journal agree with following conditions:
1. The authors reserve to themselves the right to the authorship of their works and transfer the right of their first publication to the journal on the terms of Creatіve Common Attrіbutіon Lіcense which allows to freely extend to other persons the published work with an obligatory reference to the authors of the original work and its first publication in this journal.
2. The authors have the right to complete independent additional agreements concerning the not exclusive distribution of their work in the form in which it was published in this journal (for example, to place the work in the electronic storehouse of an establishment or to publish as a monograph component), under the condition of the preservation of the reference to the first publication of the work in this journal.
3. The journal’s policy allows and encourage the authors to place their manuscripts into the Internet (for example, in depositories of establishments or on personal web-sites) either before submitting of the manuscript for publication or during its editorial processing as it assists the occurrence of a productive scientific discussion and positively affects the efficiency and dynamics of citing of the published work.
AGREEMENT
ABOUT TRANSMISSION OF COPYRIGHT
I, the author of the article / We, the authors of the manuscript _______________________________________________________________________
in case of its acceptance for publication, we transfer the following rights to the founders and editorial boards of the scientific publication "BULLETIN OF THE CHERKASY BOHDAN KHMELNYTSKY NATIONAL UNIVERSITY. ECONOMIC SCIENCES. SERIES "ECONOMIC SCIENCES":
1. Publication of this article in Ukrainian (English, Russian, Polish) and distribution of its printed version.
2. Dissemination of the electronic version of the article through any electronic means (placing on the official journal web site, in electronic databases, repositories, etc.).
At the same time we reserve the right without consent of the editorial board and the founders:
1. Use the materials of the article in whole or in part for educational purposes.
2. To use the materials of the article in whole or in part for writing your own theses.
3. Use article materials to prepare abstracts, conference reports, and oral presentations.
4. Post electronic copies of the article (including the final electronic version downloaded from the journal's official website) to:
a. personal web-pecypcax of all authors (web sites, web pages, blogs, etc.);
b. web-pecypcax of the institutions where the authors work (including electronic institutional repositories);
with. non-profit, open-source web-pecypcax (such as arXiv.org).
With this agreement, we also certify that the submitted manuscript meets the following criteria:
1. Does not contain calls for violence, incitement of racial or ethnic enmity, which are disturbing, threatening, shameful, libelous, cruel, indecent, vulgar, etc.
2. Does not infringe the copyrights and intellectual property rights of others or organizations; contains all the references to the cited authors and / or publications envisaged by applicable copyright law, as well as the results and facts used in the article by other authors or organizations.
3. It has not been previously published in other publishers and has not been published in other publications.
4. Does not include materials that are not subject to publication in the open press, in accordance with applicable law.
____________________ ___________________
First name, Last name, signature of the author
"___" __________ 20__
References
Karapata, M. (2017). Advertising as a tool for improving the efficiency of enterprises. Informatsiya, komunikatsiya, suspilstvo [Information, communication, society]: materials of XI international Scientific Conference ICS-2017. (pp. 89–90). Lviv [in Ukr.].
Hlibchuk, V. M. (2012). Methods of planning, evaluation and control of the effectiveness of advertising costs of the enterprise. Visnyk Natsionalnoho universytetu «Lvivska politekhnika» [Bulletin of the National University «Lviv Polytechnic»], 748, 50–55 [in Ukr.].
Derii V. A. (2015). Reflection of advertising costs of the enterprise in the accounting system from the point of view of their expediency. «Ekonomika: realii chasu» [Economics: The Realities of Time], 2 (18), 219–225 [in Ukr.].
Makienko I., (2010). Methods of determining the advertising budget of the company. Leosvit Marketing. Retrieved from https://leosvit.com/art/metody_vyznachennia_reklamnogo_budzhetu_companies (Accessed 20.09.2019).
Danaikanych O. V., (2010). Modern methods of budgeting of advertising activity of enterprises. Naukovyi visnyk Poltavskoho universytetu spozhyvchoi kooperatsii Ukrainy [Bulletin of the Poltava University of Consumer Cooperation of Ukraine], 2 (41), 107–111 [in Ukr.].
Horbal N.I., Yefremenko I.M., Khomutnyk N.V., (2014). Features of the trend of advertising development in different countries of the world. Visnyk Natsionalnogo universytetu «Lvivska politekhnika» [Bulletin of the National University «Lviv Polytechnic»], 797, 39–46 [in Ukr.].
Holik O.V., Serhiichuk N.V. (2017). The effectiveness of targeted advertising on Facebook. Reklama: intehratsiia teorii ta praktyky [Advertising: integrating theory and practice]: Abstracts of Papers XI International Scientific - Practical Conference. 24–27. Kyiv [in Ukr.].
Iliashenko S.M., Ivanova T.E, (2015). Tools and Methods of Product Promotion on the Internet: An Analytical Review. Marketing and Innovation Management Magazine, 3, 20–32 [in Ukr.].
Advertising on the Internet: Top 10 effective advertising solutions for business. WebMaestro. Retrieved from https://webmaestro.com.ua/en/blog/reklama-v-interneti/ (Accessed 20.09.2019).
Danilova L.L., Ratinskyi L.I. (2017). Instagram as an effective tool for promoting products and services to the market. Reklama: intehratsiia teorii ta praktyky [Advertising: integrating theory and practice]. Abstracts of Papers XI International Scientific - Practical Conference. XI international. Sciences. - practice. Conf. (pp. 36–38), Kyiv [in Ukr.].
Lytovchenko I.L, Rulinska O.V., Novoshynska L.V., Baranova V.H., (2014). Stratehichne marketynhove planuvannia v strakhovykh kompaniiakh [Strategic marketing planning in insurance companies]. Odessa: INVAC [in Ukr.].