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The Problems and Prospects for the Development of Advertising Campaigns in Ukraine
Liakh І. O., Hryhaluinas D. V.

Liakh, Іnna O., and Hryhaluinas, Dmytro V. (2023) “The Problems and Prospects for the Development of Advertising Campaigns in Ukraine.” Business Inform 3:241–246.
https://doi.org/10.32983/2222-4459-2023-3-241-246

Section: Management and Marketing

UDC 659.65

Abstract:
The aim of the study is to diagnose problems in the development of advertising campaigns in Ukraine and propose new approaches to their formation. To achieve this goal, the following tasks were performed: the concept, essence and principles of formation of the advertising campaign of the enterprise are generalized; the structure, stages of formation and objectives of the advertising campaign are considered; the novel advertising campaign tools are proposed. The practical significance of the publication is that the proposed tools can be used to improve the advertising campaign of almost any enterprise, this purpose is also underpinned by the formulated proposals for the application of certain marketing tools and techniques, taking into account the impact of business digitalization. An advertising campaign is a plan that helps a business stay in the market. Before you start developing a campaign, you need to have a clear understanding of what kind or classification is exactly needed for the enterprise. It is necessary to carefully analyze competitors, market, product or service, your own company, related markets and companies, in order to have a clear idea of the desired result. An advertising campaign has a long way of formation, including various stages of development. For a certain market and the situation in which the company is found, an individual advertising campaign is recommended. To improve their individual advertising campaigns, businesses should apply not only traditional methods and tools, but pay more attention to the developments on the social network. The key to the success of advertising campaigns will be a more active introduction of digital marketing. Digital tools will help you better understand the clients and find a special approach to every one of them. Based on the analysis of the state of advertising campaigns in Ukraine, the following directions for improving activities are proposed: use of novel technologies; creation of a system of communication with own customers; modernization of traditional methods; creating a unique advertising campaign.

Keywords: advertising campaign, digital marketing, innovative advertising campaign tools.

Fig.: 1. Bibl.: 8.

Liakh Іnna O. – Doctor of Sciences (Law), Associate Professor, Associate Professor, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Hryhaluinas Dmytro V. – Postgraduate Student, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

List of references in article

Bahorka, M. O., and Martyniuk, V. V. “Formuvannia portfelia marketynhovykh instrumentalnykh stratehii pidpryiemstv“ [Formation of the Portfolio of Marketing Instrumental Strategies of Enterprises]. Problemy systemnoho pidkhodu v ekonomitsi, no. 4 (2019): 178-184. DOI: https://doi.org/10.32782/2520-2200/2019-4-26
“Barometr stanu tsyfrovoi industrii pid chas boiovykh dii. Berezen 2022. № 1“ [Barometer of the State of the Digital Industry During Hostilities. March 2022. No. 1]. https://iab.com.ua/wp-content/uploads/2022/04/IAB-War-Barometer.pdf
Dzhefkins, F. Reklama: praktychnyi posibnyk [Advertising: A Practical Guide]. Kyiv: Znannia, 2001.
Kotler, F. Osnovy marketinga [Basics of Marketing]. Kyiv: Vilyams, 2007.
Lavrova, Yu. V. Marketynh. Klasychni polozhennia i osoblyvosti zastosuvannia na transporti : konspekt lektsii [Marketing. Classical Provisions and Features of Application in Transport: Lecture Notes]. Kharkiv: KhNADU, 2012.
“Rozrobka reklamnoi stratehii“ [Development of Advertising Strategy]. https://destudio.com.ua/rozrobka-reklamnoi-stratehii/
Ogivly, D. Confessions of an Advertising Man. Southbank Publishing, 2012.
Wells, W., Moriarty, S., and Burnett, J. Advertising Principles & Practice. Pearson College Div, 2005.

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