Dybovyk O. Management of Internet-advertising in trade enterprises

This is one of the first empirical studies in which the general analysis of Internet-ads for trading enterprise is examined and the Internet-ads essence with the main features of its management is described. Our study makes few contributions to the advancement of knowledge in this important domain. There is highlighted adapted to trading enterprises classification of Internet-ads that assists planning process of communication activities in the Internet. We provide new insights into the nature of differentiation approach to outright management for promotional information creation and its distribution with the help of online-store classification. We develop methodical approaches for creating Internet-ads measures and tools, advertising and online merchandising technologies according to the company's Internet usage and consumer target group. This study contributes in marketing information system structure through online advertising subsystem separation that support creation of justified ad campaign in the Internet and assessment of online ad effectiveness for trading enterprises. For improvement of advertising management in the unstable business environment was created system for online ad effectiveness evaluation. The system provides evaluating components (organizational, economic, communication and technical) aggregation and assists modeling and implementation of integrated marketing communication programs for trading enterprises.