Krepak A. Management of outdoor advertising trade enterprises

This is one of the first empirical studies in which the general analysis of outdoor advertising for trading enterprises is examined and the outdoor advertising essence with the main features of its management is described. The essence of such terms as "outdoor advertising", "outdoor advertising management", "program of outdoor advertising's address locations" and "market of outdoor advertising" are defined and introduced into scientific use the term "rotary outdoor advertising campaign", identified and classified its types. The author analyzes the attribute characteristics of outdoor advertising that determine its complementarity to the needs of the advertising of trade enterprises. This work presents an improved classification of trade enterprises outdoor advertising and classification of outdoor advertising media. Author defined periods of market of outdoor advertising development, basing on its formation and operation. The influence factors of the marketing environment on the effectiveness of outdoor advertising of trade enterprises and substantial dependence on its regulation by government are defined. The model of outdoor advertising's management which is based on the functions, stages and functional principles of management is proposed. According to the results of theoretical and empirical research methodical approach of selecting organization form of outdoor advertising in trade enterprises are developed. Author proposed a methodical principles of choice strategy of placing the trade enterprises outdoor advertising are developed and they based on the use of appropriate matrix. And the method for determining the minimum necessary target audience to achieve the desired level of cumulative reach , the number of display areas, that based on using matrix for calculation of daily reach is also developed.