Yudina N. Management decisions in the advertising activity of the polygraph enterprises

The dissertation is devoted to working out the concept of management of advertising activity of the polygraph enterprises on the basis of adaptation of theoretical approaches and scientifically-methodical and practical recommendations about improvement of process of making the management decisions in an advertising activity. Conceptual principles of advertising management of the enterprises were studied. Theoretical approaches to interpretation of advertising effects on models were generalized and deepened. Criterions of an advertising efficiency of the polygraph enterprises were defined. For the measurement of the advertising activity efficiency of the polygraph enterprise, the specificity of marketing researches in the industrial market of advertising-polygraph production was specified. The predicting dynamic model of the advertising response for short-term situational conditions was offered. Recommendations about improvement and introduction of process of management decisions in an advertising activity of the polygraph enterprises were developed. The process of estimation and interpretation of efficiency indicators of advertising activity and the estimation of necessity of its updating were demonstrated