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ADVERTIZING STRATEGY AS AN ELEMENT OF STRATEGIC MARKETING
Pipko Elena Grigoryevna1, Krasnoslobodtseva Anna Evgenyevna2
1Togliatti State University, Doctor of Economics, professor of «Innovation management and marketing» department
2Togliatti State University, Candidate of Economic Sciences, associate professor of «Innovation management and marketing» department
1Togliatti State University, Doctor of Economics, professor of «Innovation management and marketing» department
2Togliatti State University, Candidate of Economic Sciences, associate professor of «Innovation management and marketing» department
Abstract
The article considers the formation of an advertising strategy based on an integrated approach that takes into account all the elements of the strategy. The algorithm for developing an advertising strategy, and the stages of formation of effective advertising appeals. The proposed method of assessing the effectiveness of the advertising strategy.
Keywords: advertising, advertising strategy, effectiveness of advertising activities, strategic management
Category: 08.00.00 Economics
Article reference:
Advertizing strategy as an element of strategic marketing // Modern scientific researches and innovations. 2016. № 10 [Electronic journal]. URL: https://web.snauka.ru/en/issues/2016/10/72477
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