Advertising Strategy Management in Internet Marketing

Journal of Information Technology Management

Maryna Nehrey¹  Iryna Lashchyk²  Iryna Voronenko³  Serhiy Kostenko³  Viktoriia Niziaieva⁴ 

[1] Department of Economic Cybernetics, National University of Life and Environmental Science of Ukraine, Kyiv, Ukraine.;Department of Finance, Lviv Polytechnic National University, Lviv, Ukraine.;Department of Information Technologies, National University of Life and Environmental Science of Ukraine, Kyiv, Ukraine.;Department of Regulatory Policy Problems and Entrepreneurship Development, Institute of Industrial Economics of the National Academy of Sciences in Ukraine, Kiev, Ukraine.;

关键词: advertising;    data envelopment analysis;    google;    information management;    internet marketing;    price;    strategy;   

DOI  :  10.22059/jitm.2021.82603

来源: DOAJ

【 摘 要 】

Information technology is becoming a basic tool for many industries, as well as creating an opportunity for direct active communication of all market participants, which significantly increases competition. As a result, customers have a very large selection of goods and services, fairly easy access to them, and significant price diversification. All this leads to new requirements for modern marketing. Modern marketing significantly changes not only the functions but also the approaches to business processes. A highly competitive environment requires companies to use a system of interconnected marketing tools using an integrated marketing approach. The paper is devoted to investigating advertising prices and advertising strategies of Google. The list of major Google products is analyzed. The relevance of advertising strategies to goals, ad placement, message creation, budget constraints, and ad delivery is determined. The difference in advertising prices in different countries has been studied. The cost per click analysis of European countries is carried out. Using the DEA model analyzed advertisement efficiency by VRS technology and input-oriented efficiency for European countries.

【 授权许可】

Unknown