Mozhevenko T. Planning of advertisement communication of industrial manufactures

Object of research: the planning of marketing communications industry with potential customers; Objective: Further development of theoretical positions and to develop methods of planning advertising communications industry; methods of research and techniques: analysis and synthesis; system analysis; induction and deduction; comparison and summarize the method of formalization; Monte Carlo method; regression analysis; linear programming; graphical; theoretical and practical results: methodological provisions for optimizing the allocation of funds advertising budget when planning advertising communications company, which is represented as a linear programming problem and is based on theoretical analysis nature of decision-making process in planning the campaig, the difference of which is the current view of parameters to maximize the total probability of new contacts with the target audience and turned in the most effective model mediakombinatsiy; methodical approach to determining the optimal allocation of funds advertising budget, a difference from the existing definition is total probability of new contacts with the target audience in the calculation of one currency advertising budget that provides for a procedure for determining the quantitative values of probability of the target audience advertising contact with various elements of media; process analysis depends coverage target of increasing number of repetitions of the advertising announcement, feature which is the construction of probabilistic models, using Monte Carlo, which takes into account the probabilistic nature of the process of achieving contact advertising announcement with representatives of the target audience; methodical approach to determine the probability of contact with different target audience mediakombinatsiyamy when planning promotional communications, a difference of current is consistent calculating the probability of contact with media advertising each of the elements of media specific to different types of media; media planning theoretical principles, namely, work the "mediakombinatsiya" difference which of the existing is to allocate these components as a means of disseminating information, place possible for advertisements announcements and promotional announcements of exhibitions; subject and level of implementation: design implemented in practice Ltd "FL Studio", Ltd "Silhouette"; The sphere of application: promotional activities of industrial enterprises, educational process.