Рекламний менеджмент: аналіз тенденцій та особливостей розвитку медійного ринку України

Abstract

UK: У статті проаналізовано стан та особливості розвитку рекламного ринку України. Наведені прогнози, щодо його розвитку в цілому та за різними медіа. Виявлені найбільш популярні медіа, що варто поряд з специфікою товару та низкою інших факторів, враховувати при виборі оптимальних каналів розміщення реклами з метою досягнення максимальної ефективності рекламної кампанії. EN: Promotional activities is an important tool of marketing activities, as marketing encompasses all aspects of business organizations, and any stage of marketing activities of companies has a direct or indirect connection with promotional activities. Expenditure on advertising constitute a significant part of the cost of marketing services in relation to other forms of marketing communications. Realities show the urgent need for effective management of promotional activities on the importance of optimal management decisions, as well as the huge levels of losses as a result of blunders in the field of advertising management. A series of events in the political life of Ukraine, which took place in 2013-2014, had a negative impact on the economic situation of the state as a whole and its economic actors and in particular had a negative impact on the volume of the advertising market. In 2014 relative to 2013 is expected to drop a total of almost 12%, or 1,304 thousand UAH. The fall observed in all types of advertising, with the exception of online advertising - in this field is expected to grow at 10% (or 211 thousand UAH). These figures are a reflection of the low purchasing power of the population and remarketing budgets. Thus, under these conditions significantly increases the requirements for high-quality media planning, that is, the professional approach to the allocation of the advertising budget. Was identifier the most popular media, according to the specifics of the goods and a number of other factors to consider when choosing the best advertising channels to maximize the effectiveness of advertising complex.