TECHNOLOGY FOR DETERMINING THE BUDGET STRUCTURE OF INTEGRATED MARKETING COMMUNICATIONS SYSTEMS

Author(s): Burtseva T.A.

Rubric: Management

DOI: 10.21777/2587-554X-2022-4-98-105

Release: 2022-4 (43)

Pages: 98-105

Keywords: budget structure, integrated marketing communications, definition technology, marketing communications tools, advertising, sales promotion, propaganda

Annotation: The article discusses issues related to the forming of the optimal budget structure of integrated marketing communications in order to improve the effectiveness of the promotion of goods and services. The joint analysis procedure is used as a tool for allocating resources to the main means of integrated communication. This statistical method allows us to take into account such an indicator as the “relative importance of attributes” given by consumers to the clearly expressed characteristics of IMC, as well as the usefulness that consumers associate with the levels of characteristics. Particular attention is paid to the issues of assessing the reliability and reliability of the results of joint analysis, as well as the possibility of their visualization. In addition to the possibilities of joint analysis, the article also discusses the technology of visualization of the results obtained and approaches to the interpretation of the data obtained. The main approaches to assessing the reliability and validity of research data are presented, special attention is paid to assessing the reliability and validity of the results obtained applying the criteria used in joint analysis.

Bibliography: Burtseva T.A. TECHNOLOGY FOR DETERMINING THE BUDGET STRUCTURE OF INTEGRATED MARKETING COMMUNICATIONS SYSTEMS // Economics and Management. – 2022. – № 4 (43). – С. 98-105. doi: 10.21777/2587-554X-2022-4-98-105