Economic and legal basis of advertising management under current conditions

The study is devoted to the economic and legal basis of advertising management under current conditions. The concept of managing advertising activities that requires informal approaches to work using the experience of employees of production departments of the company, marketing services, and managers is defined. The necessity of using methods of decision support with the use of mathematical models and methods and means of information management is established. The combination of scientific methods and experience of experts allows effective advertising management. Advertising must be fair and reliable; therefore, unfair and unreliable advertising that does not comply with the requirements of the law is considered inappropriate. Another issue of the advertising business is the embedded advertising and advertising of products that are limited to advertising.

Manajemen Periklanan Star Radio dalam Menjaga Loyalitas Pengiklan

The development of the digital era that brings a new lifestyle, it certainly has an impact on other communication media. One of the communication media that feels this impact is radio. Radio listeners in the community are increasingly declining. However, beyond that, there are still many radio stations that are still able to maintain their existence, namely Star Radio Tangerang. Although it has experienced a phase of ups and downs, Star Radio Tangerang has successfully maintained its existence by collaborating with old media and new media. Star Radio Tangerang advertises interesting programs in accordance with the wishes of advertisers and provides these advertisements to their listeners and ends up as an additional attraction to grow the loyalty of advertisers and listeners. The success of Star Radio Tangerang cannot be separated from the role of advertising management. By using a qualitative descriptive method, the research would like to describe how the efforts of Star Radio Tangerang in maintaining Advertiser Loyalty. The data analyzed are the results of interviews with four Star Radio sources, direct observations of Star Radio broadcasting, as well as a review of documents relating to Star Radio advertising management. The results of this study indicate that Star Radio management has implemented the stages and management strategies in the process of making advertisements optimally. In addition, Star Radio also strives to optimize communication with advertising and to use after sales services in an effort to form advertiser loyalty.Dengan berkembangnya era digital yang menghadirkan gaya hidup baru, tentu memberikan dampak pada media komunikasi lainnya. Salah satu media komunikasi yang merasakan dampak ini adalah radio. Pendengar radio di masyarakat kian hari kian menurun. Namun, di luar itu semua masih banyak stasiun radio yang tetap mampu mempertahankan eksistensinya, yaitu Star Radio Tangerang. Meskipun pernah mengalami fase naik-turun, Star Radio Tangerang sukses mempertahankan eksistensinya dengan melakukan kerjasama antara media lama dengan media baru. Star Radio Tanggerang mengiklankan program-program yang menarik sesuai dengan keinginan pengiklan dan memberikan iklan tersebut kepada para pendengarnya dan berujung sebagai daya tarik tambahan untuk menumbuhkan loyalitas pengiklan dan pendengar. Kesuksesan Star Radio Tangerang ini tidak lepas dari peran serta manajemen periklanan. Dengan menggunakan metode deskriptif kualitatif, penelitian ingin menguraikan bagaimana upaya manajemen Periklanan Star Radio di Tangerang dalam menjaga Loyalitas Pengiklan. Data yang dianalisis merupakan hasil wawancara dengan empat narasumber Star Radio, pengamatan langsung penyiaran Star Radio, serta telaah dokumen yang berkaitan dengan manajemen periklanan Star Radio. Adapun hasil penelitian ini menunjukan bahwa manajemen Star Radio telah menerapkan tahapan-tahapan dan strategi manajemen dalam proses pembuatan iklan secara optimal. Selain itu, Star Radio juga mengupayakan optimalisasi komunikasi dengan periklanan serta menggunakan layanan after sales dalam usahanya membentuk loyalitas pengiklan.

MODERN APPROACHES TO THE ADVERTISING OF UKRAINIAN TOURIST COMPANIES

The article outlines the main approaches to advertising in the field of travel services, highlights the main leading tourism enterprises, and investigates the effectiveness of their advertising activities. The main types of advertising in tourism have been investigated, the effectiveness of the use of each of them has been analyzed. The main trends and aspects of the advertising product of tourism enterprises are highlighted. The features of the choice of advertising activities depending on the budget of the advertising company and the goals of the communication policy are investigated. The article considers theoretical approaches to the category of "effectiveness" of advertising, which characterizes the competitiveness of a tourist enterprise. It was found that the effectiveness of the advertising campaign of enterprises with different approaches to advertising management is almost the same due to the high purchasing power. Mass consumption makes even such promotional activities as a simple reminder of a service to a customer effective. The income and expenses of the surveyed company, as well as advertising costs for 2019-2020 were calculated. The features of marketing communications of the enterprise are considered. The analysis of recent studies and publications on this topic was carried out and it was revealed that today there are changes in the advertising of travel services, namely, advertising on the Internet and positive customer reviews about the company gains a greater influence on the consumer's consciousness. The features of advertising in the tourism sector are considered. The advertising activities of the investigated enterprise are analyzed and its effectiveness is determined. A survey of respondents was carried out in order to determine modern approaches to advertising that effectively influence the consciousness of the consumer. Analyzed and highlighted the main competitors of the studied company. The competitive advantages and disadvantages of the presented real tourist enterprise are determined. An expert assessment of the enterprises of the city of Dnipro was carried out, the position of the investigated company in the market of tourist services was determined. Practical recommendations have been developed for the selection of effective means of advertising in the field of tourism.