ADVERTISING CONCEPTS OF THE PROMOTION OF THE PRODUCTION OF MILK PROCESSING ENTERPRISES IN CHERKASY REGION

Abstract

Peculiarities of advertising concepts of milk processing enterprises in Cherkasy region were demonstrated in the article and the evaluation of the level of their perception by consumers was done. It was determined that all milk processing enterprises of the region have their own advertising concept and systematic character of extension and defining channels of the extension of advertising applications are determined by the extent of activity of certain producers of goods and by location of sales markets with their production, financial possibilities, belonging to corporative joining, purpose and consequently channels of production realization. Using a monographic research method, it was found that the full range of marketing communications and advertising channels is used by only four powerful companies in the region, which products are presented at national or regional markets and bigger part of the assortment is intended for final consumption. It is proved that they have in common brand-oriented advertising campaigns for individual product positions, lack of segmentation of the target audience and clear competitive positioning. A study of the impact of advertising on the choice of consumers of dairy products in Uman, Cherkasy region using the survey method showed that for 38.4% of respondents it has no effect and only for 26% it is the main factor in making a purchase decision. The analysis of the level of memorization of advertising of products of powerful dairy enterprises of Cherkasy region revealed that 27.7% of respondents could not remember the advertising of any of these producers, 34% remembered the advertising of all, and the distribution of the number of respondents who mentioned advertising of each brand enterprises are proportional to their presence in the information space. A study of the level of perception of advertising demonstrated that only for the products of one brand, the percentage of consumers — respondents who remembered advertising and positively perceived it almost coincides. It is concluded that significant differences in the levels of memorization and levels of perception of advertising of products of other brands of dairy enterprises in Cherkasy region indicate the need to revise their advertising concepts.