SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS

Innovation technologies, dynamic global economic processes make it necessary to revise existing methods of advertising activity and ways of using the system of marketing communications. Within the frames of the present article the author investigates a segment of B2B market, in particular a field of...

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Autor principal:	Anna S. Melekhova
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2017
Materias:	conference-arranging events marketing communications advertising strategy Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/40170dcb20c94589ba7ad2bda2d166a3
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spelling	oai:doaj.org-article:40170dcb20c94589ba7ad2bda2d166a32021-11-15T05:20:42ZSPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS2413-28292587-925110.21686/2413-2829-2015-2-112-122https://doaj.org/article/40170dcb20c94589ba7ad2bda2d166a32017-09-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/33https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251Innovation technologies, dynamic global economic processes make it necessary to revise existing methods of advertising activity and ways of using the system of marketing communications. Within the frames of the present article the author investigates a segment of B2B market, in particular a field of conference-arranging business. Advertising activity of the enterprise of conference-arranging business is connected with grounding, selecting and effective use of tools, technologies, processes, operations, mechanisms of creating, delivering and passing information about a planned even (conference) along specific channels of advertising to a concrete addressee of consumer audience. The author identifies certain specific advertising activity of enterprises of conference-arranging business: economic, managerial, communicative and innovative. Economic features deal with basic parameters of product promotion; managerial - with parameters of segmentation of key market entities; communicative - with coverage and intensity of advertising events, innovative - with the content and specificity of conference-arranging events. Taking into account the sum total of these features will provide an opportunity to use the strategic approach to organizing advertising activity for enterprises of conference-arranging business.Anna S. MelekhovaPlekhanov Russian University of Economicsarticleconference-arranging eventsmarketing communicationsadvertising strategyEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 0, Iss 2, Pp 112-122 (2017)
institution	DOAJ
collection	DOAJ
language	RU
topic	conference-arranging events marketing communications advertising strategy Economics as a science HB71-74
spellingShingle	conference-arranging events marketing communications advertising strategy Economics as a science HB71-74 Anna S. Melekhova SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
description	Innovation technologies, dynamic global economic processes make it necessary to revise existing methods of advertising activity and ways of using the system of marketing communications. Within the frames of the present article the author investigates a segment of B2B market, in particular a field of conference-arranging business. Advertising activity of the enterprise of conference-arranging business is connected with grounding, selecting and effective use of tools, technologies, processes, operations, mechanisms of creating, delivering and passing information about a planned even (conference) along specific channels of advertising to a concrete addressee of consumer audience. The author identifies certain specific advertising activity of enterprises of conference-arranging business: economic, managerial, communicative and innovative. Economic features deal with basic parameters of product promotion; managerial - with parameters of segmentation of key market entities; communicative - with coverage and intensity of advertising events, innovative - with the content and specificity of conference-arranging events. Taking into account the sum total of these features will provide an opportunity to use the strategic approach to organizing advertising activity for enterprises of conference-arranging business.
format	article
author	Anna S. Melekhova
author_facet	Anna S. Melekhova
author_sort	Anna S. Melekhova
title	SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
title_short	SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
title_full	SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
title_fullStr	SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
title_full_unstemmed	SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS
title_sort	specific advertising activity of enterprises of conference-arranging business
publisher	Plekhanov Russian University of Economics
publishDate	2017
url	https://doaj.org/article/40170dcb20c94589ba7ad2bda2d166a3
work_keys_str_mv	AT annasmelekhova specificadvertisingactivityofenterprisesofconferencearrangingbusiness
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SPECIFIC ADVERTISING ACTIVITY OF ENTERPRISES OF CONFERENCE-ARRANGING BUSINESS

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