ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES

The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The...

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Autores principales:	Аleksej V. Katernyuk, Elizaveta V. Mezhevaya
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2019
Materias:	competition advertising market expert estimation competition factors customers’ survey appraisal algorithm modeling Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/d498571dae11404786ee29d7ace14d0c
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spelling	oai:doaj.org-article:d498571dae11404786ee29d7ace14d0c2021-11-15T05:20:48ZESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES2413-28292587-925110.21686/2413-2829-2019-3-176-184https://doaj.org/article/d498571dae11404786ee29d7ace14d0c2019-06-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/719https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The author came to the conclusion about possible application of this methodology for advertising service assessment. Models used earlier for estimation of competitiveness were oriented to the product as a physical object with a number of characteristic s (from compliance with standards to subjective appraisal by customers). Assessment of service competitiveness includes both the attitude to the product (in case service rendering is connected with a physical product) and the attitude to the company that provides the service, which can be positive, if the process of sale/purchase was pleasant or adverse, if not. The author put forward an extended appraisal of features of the whole process of client servicing. In view of its practical application this algorithm can be used both by advertising agencies (market participants) and state bodies controlling competition of the market (such as the Federal Antitrust Service).Аleksej V. KaternyukElizaveta V. MezhevayaPlekhanov Russian University of Economicsarticlecompetitionadvertising marketexpert estimationcompetition factorscustomers’ surveyappraisal algorithmmodelingEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 0, Iss 3, Pp 176-184 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	competition advertising market expert estimation competition factors customers’ survey appraisal algorithm modeling Economics as a science HB71-74
spellingShingle	competition advertising market expert estimation competition factors customers’ survey appraisal algorithm modeling Economics as a science HB71-74 Аleksej V. Katernyuk Elizaveta V. Mezhevaya ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
description	The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The author came to the conclusion about possible application of this methodology for advertising service assessment. Models used earlier for estimation of competitiveness were oriented to the product as a physical object with a number of characteristic s (from compliance with standards to subjective appraisal by customers). Assessment of service competitiveness includes both the attitude to the product (in case service rendering is connected with a physical product) and the attitude to the company that provides the service, which can be positive, if the process of sale/purchase was pleasant or adverse, if not. The author put forward an extended appraisal of features of the whole process of client servicing. In view of its practical application this algorithm can be used both by advertising agencies (market participants) and state bodies controlling competition of the market (such as the Federal Antitrust Service).
format	article
author	Аleksej V. Katernyuk Elizaveta V. Mezhevaya
author_facet	Аleksej V. Katernyuk Elizaveta V. Mezhevaya
author_sort	Аleksej V. Katernyuk
title	ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
title_short	ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
title_full	ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
title_fullStr	ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
title_full_unstemmed	ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
title_sort	estimating competitiveness of advertising company through integral indexes
publisher	Plekhanov Russian University of Economics
publishDate	2019
url	https://doaj.org/article/d498571dae11404786ee29d7ace14d0c
work_keys_str_mv	AT aleksejvkaternyuk estimatingcompetitivenessofadvertisingcompanythroughintegralindexes AT elizavetavmezhevaya estimatingcompetitivenessofadvertisingcompanythroughintegralindexes
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ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES

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