Yakovenko T. The organizational-economic mechanism of ensuring the effectiveness of marketing activities in advertising industry companies

Subject: the process of providing the efficiency of marketing activity in enterprises of advertising industry. Purpose: to prove the theoretical and methodical principles as well as development of practical recommendations towards the improvement of organizationally-economic mechanism for providing the efficiency of marketing activity in enterprises of advertising industry. Methods: methods of analysis and synthesis, systematic approach, methods of induction and deduction, generalizations and systematizations, method of selective investigations, methods of coefficient and comparative analysis, such a method as advancement of hypotheses, methods of questioning and economic model-projecting. It is offered: first: the structural-component approach to the increase of marketing activity efficiency in the advertising industry enterprises; it is improved: the organizationally-economic mechanism for providing the efficiency of marketing activity in the advertising industry enterprises; the system of criteria and indexes of estimation the efficiency of marketing activity of enterprises in advertising industry; the factor-criterion model of the effectiveness analysis of organizationally-economic mechanism for providing the efficiency of marketing activity in advertising industry enterprises on the basis of integral kwalymetrical index of development; the methodical approach to the choice of optimal marketing decision for enterprises of advertising industry; what gathered subsequent development: the scientific approach to the forming of marketing informative system; the methodical approach to the evaluation of efficiency of marketing activity of enterprises in advertising industry is based on determination the integral index of development; the complex approach to the design and introduction of marketing strategy of development into the advertising industry enterprises activity. The sphere of use: enterprises of advertising industry.