СТВОРЕННЯ ІМІДЖЕВОЇ РЕКЛАМНОЇ КАМПАНІЇ ДЛЯ БУДІВЕЛЬНОЇ ФІРМИ

UDC 659.1; JEL Classification: M370 Purpose: to research and substantiate the possibilities of conducting the image advertising campaign for construction firm. Methodology of research : mathematical statistics method − for processing and analysis of raw data, identifying trends of raw data, identifying trends and patterns in changing the analyzed indicators, justification of the results; analyzing and summarizing existing approaches to evaluating the effectiveness of the advertising campaign. Findings : the concept of conducting the advertising campaign and a list of tools for evaluating its effectiveness are defined. Originality : methodological approaches to evaluating the effectiveness of advertising campaign by supplementing their analytical functions in a tight budget are improved, which allows it to be redistributed in favor of the most profitable advertising channels. Practical value: identified and substantiated recommendations for an advertising campaign that will help to leave the competitors of the construction company a few steps behind. To this end, you must first thoroughly examine your target audience. Products should be with a certain "highlight". The company, first, uses lead-free, environmental technology, and secondly, produces windows with high sound insulation, so the target audiences are people with various disorders of the nervous system, residents of large cities, where the population is subjected to increased stress: both evening and morning the noise of passing cars. You need to engage customers by pointing out the benefits of their plastic balcony blocks in the ad: "Our windows will save your health and relieve the stress of the streets", etc. The use of analytical functions in a tight budget allows it to be redistributed in favor of the most profitable advertising channels. When it comes to advertising campaigns, it always makes sense to choose metrics that are assigned to your goals. It is mostly cash. The performance of an advertising campaign is influenced by factors such as the quality of the advertising channel, lead time, retention and return of customers through email marketing, different margins for different products and services, and more.