Poklonska L. Formation of an advertising strategy for technical and industrial goods

Research object: advertising activity of industrial enterprises; purpose of the work: further development of theoretical provisions, methodological support and the development of practical recommendations on the formation of advertising strategies for industrial products of industrial enterprises; research methods and apparatus: abstract logical analysis, system approach, analysis and synthesis, multivariate factor and correlation analysis, business screen, cluster analysis, matrix positioning, expert assessments, growth curves models, graphical; theoretical and practical results: a methodical approach to the formation of advertising strategies for production of industrial purposes and the selection of the most effective of them, difference is accounting components: economic results of enterprises and the consumer perception of the quality of products for industrial purposes, which are combined in a two-dimensional space of the formation of advertising strategies; methodical approach to determining the results of management of engineering enterprises for the formation of the advertising strategy of products for industrial purposes, feature in accounting for the most significant indicators that are integrated into the integral; methodical approach to assessing the level of consumer perception of the quality of industrial products, feature is the consideration of indicators of quality of priority; technology of justification of measures to improve the information content of advertising strategies for industrial products, its difference is the prediction of the results of management and the perception of the quality of products for industrial use, it allows us to justify measures on growth, an objective basis to inform consumers about the benefits of enterprise capabilities and products for industrial purposes; classification of advertising strategies with the allocation of additional classification features: "the direction of advertising strategies for production of industrial purposes, "harmonization of the level of perception of quality by consumers of products for industrial purposes, and the results of management”; the definition of "advertising strategy" difference is the personalization of users that allows you to bring informative content advertising strategies to the needs of active consumers and business opportunities; degree of implementation: development is implemented in practical activities SE "Kharkov Aviation Plant" LLC "TPK" NOVA "; Simon Kuznets KNUE when teaching the disciplines "Marketing Innovations" and "Strategic Management of Innovative Development" for masters in the specialty "Management"; Sphere of use: justified adoption of managerial decisions on the formation of advertising strategies for production of industrial purposes.