Toneva K. Adaptive Models of Choosing the Advertising Campaign at an Enterprise

The research subject is the ad-campaign development. The goal of the work is the adaptive modeling of the ad-campaign choice in the unstable environment. The basic of this thesis is the statement of the adaptive systems theory, local and foreign research in the advertisement activities and math methods in economics. The following methods were employed in the research: system analysis methods representing research object and its elements; game theory modeling for the best ad-budget choice; expert-choice methods for ad-budget evaluation; linear programming for the modeling of the effective advertising money distribution. The value of the research results is that theoretical proposals can be easily used in real life. The research application allows to evaluate the amount of ad-funds; choose the best ad-budget distribute it among the appropriate advertising applications and form the ad-budget and the enterprise ad-campaign. The practical value is in the following results: the adaptive choice model of the ad-budget and the ad-campaign, expert advertising expenditures evaluation method and the adaptive model of the ad-budget distribution. The scientific importance of the acquired results is in the adaptive economical and math models of the ad-campaign choice: methodology of the advertising campaign choice based on the enterprise adaptation to the external and internal environment; model of the ad-campaign choice based on the internal and external adaptation contours permit realize adaptation and object of investigations; model of the effective volume of provision choice based on theory games and expert models; model of the volume of provision distribution kind of linear programming sum and permit to realize parametric adaptation of the methodology of the advertising campaign choice; model of the ad-campaign planning which combine effect of ad- communications with contours of reaction market and consumer. Scope of application – subjects of entrepreneurship all kinds of the property which used ad-campaign.