{"id":787,"date":"2021-01-15T17:19:59","date_gmt":"2021-01-15T15:19:59","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=787"},"modified":"2021-03-04T11:18:31","modified_gmt":"2021-03-04T09:18:31","slug":"%d0%b7%d0%b4%d1%96%d0%b9%d1%81%d0%bd%d0%b5%d0%bd%d0%bd%d1%8f-%d1%80%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d0%be%d1%97-%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d1%96%d1%97-%d0%bd%d0%b0-%d0%bf%d1%96%d0%b4","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=787","title":{"rendered":"\u0417\u0434\u0456\u0439\u0441\u043d\u0435\u043d\u043d\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u043d\u0430 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0456 \u044f\u043a \u0437\u0430\u043f\u043e\u0440\u0443\u043a\u0430 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0457 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u044c\u043e\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456"},"content":{"rendered":"

<\/p>\n

\u0417\u0414\u0406\u0419\u0421\u041d\u0415\u041d\u041d\u042f \u0420\u0415\u041a\u041b\u0410\u041c\u041d\u041e\u0407 \u041a\u0410\u041c\u041f\u0410\u041d\u0406\u0407 \u041d\u0410 \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u0406 \u042f\u041a \u0417\u0410\u041f\u041e\u0420\u0423\u041a\u0410 \u0415\u0424\u0415\u041a\u0422\u0418\u0412\u041d\u041e\u0407 \u0417\u041e\u0412\u041d\u0406\u0428\u041d\u042c\u041e\u0415\u041a\u041e\u041d\u041e\u041c\u0406\u0427\u041d\u041e\u0407 \u0414\u0406\u042f\u041b\u042c\u041d\u041e\u0421\u0422\u0406<\/p>\n

IMPLEMENTATION OF THE ADVERTISING CAMPAIGN AT THE ENTERPRISE AS A GUARANTEE OF EFFECTIVE FOREIGN ECONOMIC ACTIVITY<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 253-255. \u041d\u043e\u043c\u0435\u0440: \u21162, 2020 (280)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041a\u043e\u0432\u0442\u0443\u043d \u0415. \u041e.
\n\u0412i\u043d\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e-\u0435\u043a\u043e\u043d\u043e\u043ci\u0447\u043d\u0438\u0439 i\u043d\u0441\u0442\u0438\u0442\u0443\u0442 \u041a\u041d\u0422\u0415\u0423<\/p>\n

Kovtun E.
\nVinnytsia Trade and Economic Institute KNTEU<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-280-2-45<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 11.03.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 06.05.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u0421\u0442\u0430\u0442\u0442\u044f \u043f\u0440\u0438\u0441\u0432\u044f\u0447\u0435\u043d\u0430 \u043f\u0438\u0442\u0430\u043d\u043d\u044f\u043c \u0430\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u043d\u0430 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0456 \u044f\u043a \u0432\u0430\u0436\u043b\u0438\u0432\u043e\u0433\u043e \u0435\u043b\u0435\u043c\u0435\u043d\u0442\u0443 \u0439\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u043e\u0441\u043a\u0456\u043b\u044c\u043a\u0438 \u0432 \u0440\u0430\u043c\u043a\u0430\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0430\u043a\u0442\u0438\u0432\u043d\u043e \u0432\u043f\u043b\u0438\u0432\u0430\u0454 \u043d\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430, \u0437\u0430\u0431\u0435\u0437\u043f\u0435\u0447\u0435\u043d\u043d\u044f \u043f\u0440\u043e\u0446\u0435\u0441\u0456\u0432 \u043f\u043b\u0430\u043d\u0443\u0432\u0430\u043d\u043d\u044f, \u0432\u0438\u0432\u0447\u0435\u043d\u043d\u044f \u043f\u043e\u043f\u0438\u0442\u0443, \u0446\u0456\u043d\u043e\u0443\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u0456 \u0437\u0431\u0443\u0442\u0443. \u042f\u043a \u043f\u043e\u043a\u0430\u0437\u0443\u0454 \u0434\u043e\u0441\u0432\u0456\u0434, \u0437\u0434\u0456\u0439\u0441\u043d\u0435\u043d\u043d\u044f \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0457 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u043f\u0440\u044f\u043c\u043e \u0432\u043f\u043b\u0438\u0432\u0430\u0454 \u043d\u0430 \u0437\u0431\u0456\u043b\u044c\u0448\u0435\u043d\u043d\u044f \u043e\u0431\u0441\u044f\u0433\u0456\u0432 \u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457 \u043f\u0440\u043e\u0434\u0443\u043a\u0446\u0456\u0457 \u0456, \u0442\u0430\u043a\u0438\u043c \u0447\u0438\u043d\u043e\u043c, \u0454 \u043e\u0434\u043d\u0438\u043c \u0437 \u043e\u0441\u043d\u043e\u0432\u043d\u0438\u0445 \u0444\u0430\u043a\u0442\u043e\u0440\u0456\u0432 \u0437\u0440\u043e\u0441\u0442\u0430\u043d\u043d\u044f \u043f\u0440\u0438\u0431\u0443\u0442\u043a\u043e\u0432\u043e\u0441\u0442\u0456 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430, \u0442\u043e\u043c\u0443 \u0432 \u0441\u0442\u0430\u0442\u0442\u0456 \u0440\u043e\u0437\u043a\u0440\u0438\u0442\u043e \u043c\u0435\u0442\u043e\u0434\u0438\u043a\u043e-\u0442\u0435\u043e\u0440\u0435\u0442\u0438\u0447\u043d\u0456 \u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0457 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u043d\u0430 \u043f\u043e\u0442\u0435\u043d\u0446\u0456\u0439\u043d\u0438\u0445 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456\u0445 \u0440\u0438\u043d\u043a\u0430\u0445 \u0437\u0431\u0443\u0442\u0443. \u0411\u0435\u0437 \u0440\u0435\u043a\u043b\u0430\u043c\u0438 \u043d\u0435\u043c\u043e\u0436\u043b\u0438\u0432\u0435 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0448\u0438\u0440\u043e\u043a\u0438\u0445 \u0440\u0438\u043d\u043a\u0456\u0432 \u043f\u0440\u043e\u0434\u0430\u0436\u0443 \u0442\u043e\u0432\u0430\u0440\u0456\u0432, \u043f\u0435\u0440\u0435\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u043f\u043e\u0442\u0435\u043d\u0446\u0456\u0439\u043d\u043e \u0456\u0441\u043d\u0443\u044e\u0447\u0438\u0445 \u043f\u043e\u0442\u0440\u0435\u0431 \u043f\u0435\u0432\u043d\u043e\u0457 \u0446\u0456\u043b\u044c\u043e\u0432\u043e\u0457 \u0430\u0443\u0434\u0438\u0442\u043e\u0440\u0456\u0457 \u043d\u0430 \u0456\u043d\u0442\u0435\u043d\u0441\u0438\u0432\u043d\u0438\u0439 \u043f\u043e\u043f\u0438\u0442. \u0414\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0438 \u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u043e\u0441\u0442\u0456 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u043b\u043e\u0433\u0456\u0447\u043d\u043e\u0457 \u0442\u0430 \u043e\u0431\u0491\u0440\u0443\u043d\u0442\u043e\u0432\u0430\u043d\u043e\u0457 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438 \u0432 \u043f\u0440\u043e\u0446\u0435\u0441\u0456 \u043f\u0440\u0438\u0439\u043d\u044f\u0442\u0442\u044f \u0440\u0456\u0448\u0435\u043d\u043d\u044f \u043f\u0440\u043e \u0432\u0438\u0445\u0456\u0434 \u043d\u0430 \u0437\u0430\u0440\u0443\u0431\u0456\u0436\u043d\u0438\u0439 \u0440\u0438\u043d\u043e\u043a, \u0437\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u0441\u044c\u043a\u0438\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0439 \u0432 \u0443\u043c\u043e\u0432\u0430\u0445 \u0456\u043d\u0442\u0435\u0440\u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0430 \u0456 \u043e\u043f\u0435\u0440\u0430\u0442\u0438\u0432\u043d\u043e\u0457 \u043e\u0446\u0456\u043d\u043a\u0438 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0456 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0456\u0432 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u044c\u043e\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: <\/strong>\u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u044c\u043e\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0430 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u044f,\u0437\u0431\u0443\u0442,\u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456\u0439 \u0440\u0438\u043d\u043e\u043a, \u0442\u043e\u0432\u0430\u0440, \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

Advertising as a form of demand management performs the function of strengthening not only the image of the product, but also the image of the enterprise. In real life, advertising is in the field of communications. Professional advertising establishes effective communicative relations with the consumer, which affects the turnover. This is especially important when the company carries out foreign economic activity. The company, to make a profit, taking into account the excess reserves of its production capacity, has the opportunity to increase sales in foreign markets, effectively using advertising activities.
\nThe article is devoted to the relevance of the formation of the advertising campaign at the enterprise as an important element of its marketing, because in marketing activities advertising actively influences the activities of the enterprise, ensuring planning processes, studying demand, pricing and sales. Experience shows that the implementation of an effective advertising campaign directly affects the increase in sales and, thus, is one of the main factors in increasing the profitability of the enterprise, so the article reveals the methodological and theoretical features of effective advertising campaigns in potential foreign markets. Without advertising, it is impossible to form broad markets for the sale of goods, to transform the potentially existing needs of a certain target audience into intensive demand. The problems of the need to form a system of logical and sound marketing behavior in the decision-making process on entering the foreign market, the use of modern management technologies in an internationalized marketing environment and operational evaluation of the effectiveness of foreign economic activity.
\nKey words:<\/strong> advertising, marketing, foreign economic activity, management, advertising campaign, marketing, foreign market, product, consumer.<\/p>\n

References<\/strong><\/p>\n

    \n
  1. Bozhkova VV Advertising and sales promotion: textbook. way. Kyiv: Center for Educational Literature, 2017. 200 p.<\/li>\n
  2. Dakhno II, Baranovskaya VM, Bovtruk YA Regulation of foreign economic activity: textbook. way. for students. higher textbook lock Kyiv: Center for Educational Literature, 2017. 472 p.<\/li>\n
  3. Matyukh SA Export marketing as a tool for foreign economic activity. Bulletin of Khmelnytsky National University. 2017. \u2116 6. T.\u00a03. S. 139\u2013142.<\/li>\n
  4. Patsalyuk KO Features of advertising as a component of the complex of marketing communications. Herald. Kyiv Institute of Business and Technology. 2015. \u2116 1. P.75\u201377.<\/li>\n
  5. Raiko DV, Zeitlin LM, Zatsarinny VM Conceptual approach to the preparation and conduct of advertising campaigns. Marketing and innovation management. 2017. \u2116 4. S. 75\u201388.<\/li>\n
  6. Yatsyuk DV The use of synergistic effect in advertising: thesis add. VII All-Ukrainian scientific-practical conf. Donetsk, 2016. S.129-130.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/787"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=787"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/787\/revisions"}],"predecessor-version":[{"id":4043,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/787\/revisions\/4043"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}