Al-Ababneh H. Metaheuristic approach to planning an advertising campaign of an industrial enterprise

The object of research is the process of planning an advertising campaign of an industrial enterprise. The purpose of the dissertation is clarifying of the theoretical and methodological basis, improving of the scientific and methodological approaches and developing of the practical recommendations for planning an advertising campaign of an industrial enterprise using the meta-heuristic approach. The methods of research are: generalization, systematization, empirical research, classification-analytical, graphical, statistical and comparative analysis, dialectic and comparative methods of fuzzy logic, statistical and neural network modeling, logical method. The scientific novelty of the obtained results of the dissertation is developing of theoretical and methodological principles, formulating of methodological approaches and scientifically substantiation of the recommendations regarding the planning of an advertising campaign of an industrial enterprise on the basis of a meta-heuristic approach. A methodical approach to optimizing the distribution of advertising budget has been developed. A set of indicators of economic effectiveness of advertising campaign planning; theoretical and methodical principles of planning an advertising campaign; methodical approach to complex evaluation of the effectiveness of the advertising campaign of the industrial enterprise have been improved for the first time. An economic interpretation and content of the concept of advertising campaign; the sequence of actions for planning an advertising budget; components of ensuring the planning of the advertising campaign of the industrial enterprise have been further development.