Polyakova Y. Social-economic aspects of enterprise advertising activity management

Object of research is process of advertising activity of enterprise. The purpose of dissertation work is the improvement and development of the social-economic theoretic aspects of enterprise advertising activity management and elaboration of the scientific-systematic recommendation in this sphere. The special methods of empirical and theoretical research were used in dissertation: the system approach, sociological methods, people-metric methods and expert valuing, methods of mathematical statistics. Scientific value of work is in forming of complex approach to management of advertising activity of enterprise, which takes into account tendentcies and peculiarities of the social-economic development process in the society. The main scientific positions of the dissertation lead to the level of methodical elaborations that allow to use them in management of advertising activity of enterprise. The basic scientific results of research have been used at the following enterprises: JSC «Grafika-Kharkiv» (the statement № 83 from 12.02.2003); SC «Impris» (the statement № 29 from 28.01.2003); JSC «Top-servis» (the statement № 04-150 from 30.06.2003); JSC «Ekomedprom» (the statement № 15/04-03 from 15.04.2003); Subsidiary enterprise «Autotraiding-Kharkiv» (the statement № 79 from 09.07.2003). Scientific novelty of the received results consists in the following: for the first time the prognoses methodic of enterprise receipt increase from advertising campaign is elaborated with account of the social-economic conformity target audience behavior law; for the first time the methodical approach to the determination of the enterprise profit maximization reserves is suggested in process of advertising campaign on the basis of parametrical analysis models of correlation such indexes as: “demand volume”, “receipts” and “expenses” of good in before advertising and after advertising periods; has received the further development the order of dominate and accompanies consumer requirements hierarchy with influence of social, economics, political and cultural factors of macro surroundings and its accounting in prognosis of goods’ buying probability at the time of advertising campaign; has received the further development definition of optimum particularity of advertising message in the management of enterprise’ advertising activity on the basis of using the thesis of top useful in tendencies analysis of receipt and expenses indexes correlation; has received the further development classification of external and internal factors of advertising process on the basis of character of advertising maker participation in their regulation.