КОНКУРЕНТОСПРОМОЖНА РЕКЛАМНА СТРАТЕГІЯ ПІДПРИЄМСТВА: АСПЕКТИ ФІНАНСОВОГО АНАЛІЗУ МАРКЕТИНГ-МЕНЕДЖМЕНТУ

Abstract

The main purpose of the article is to study the peculiarities of the financial analysis and the effectiveness of competitive advertising within the basis of business strategy and marketing management. Within the article, one of the main points substantiates that the synergy of scientific approaches in understanding the essence and classification of business advertising strategies, is indicating a consistent lack of unified approaches towards the concept, due to diversified scientific views on the nature, role and importance of advertising in modern business. Advertisers have to understand the consumers, ask how they feel about it, and measure the mention of the message or the change in attitude as a result. Generally speaking, the advertising strategy should be perceived as a developing plan for the organisational approach within the techniques, principles, rules, tools and methods of advertising for the purpose of certain strategic objectives of business development. Advertising is the core ingredient in the success of any brand, as it fuels the interest of potential customers and boosts the need of your product towards the existing audience. To tackle the demand and customer flow, effectiveness indicators are attributed to read through the traffic. This means a controlled approach to your campaigns and correctly understanding the customer flow. Systematization of such tools for the development and implementation of advertising strategy of the enterprise indicates the need for comprehensive advertising activities, including the use of modern methods of digital and SMM advertising.These tools make the difference when considering potential clients as the company can understand what they are looking for and foresee flaws and gain competitive advantage.Nevertheless, every successful campaign starts with a specific goal. An important factor is the establishment of clear goals, which set important indicators for analysis. Without a starting point, you can't measure your campaign performance in the future. Furthermore, the right marketing funnel has to be addressed in order to guide the customer to the product and not lose him on the way. Such actions are essential essential to track and handle as these determine the growth rate.The analysis of the methodology for evaluating the implementation of the company's advertising strategy shows a significant spread of both coefficient methods and indicator and comprehensive approaches in evaluating the effectiveness of business advertising companies.