Voynarenko S. The advertising strategy formation in the marketing policy of the mobile companies

Object - the process of developing the advertising strategy in the marketing policy of the enterprises of mobile communication; the aim - is the substantiation of theoretical provisions, the definition of methodological approaches and development of recommendations on formation of publicity strategy of enterprises of mobile communications using the latest marketing technologies; methods - historical and comparative, induction and deduction, descriptive methods, scientific abstraction and system analysis, the logical generalizations, statistical and comparative analysis and expert evaluations, graphics, financial analysis, Swot analysis, economic and mathematical modeling, integrated assessment, taxonomic analysis; the novelty consists in the substantiation and improvement of theoretical and methodical provisions and developing recommendations on the formation of promotional strategies of mobile operators in the context of modern marketing policies; results and methodological developments and practical recommendations on the formation of promotional strategies of mobile operators, taking into account the results of the assessment of its development potential and efficiency of marketing communications; implemented - PJSC "Kyivstar" in Khmelnitsky (certificate of introduction from 11.06.2014, the South-West of Poland PJSC "Datagroup" (certificate of introduction from 18.10.2015), PJSC "Podolsky telephone company "Brooms" (note on the implementation of 12.08.2015), in the educational process of Khmelnytskyi national University (certificate of introduction from 02.12.2015).