Authors: Yu. V. Lysenko,
T. I. Bukhtiyarova,
G. P. Butko,
Yu. V. Belokonov
Ural branch of the Financial University under the Government of the Russian Federation, Chelyabinsk, Russia
South Ural State Humanitarian Pedagogical University, Chelyabinsk, Russia
Chelyabinsk Branch of the Russian Presidential Academy of National Economy and Public Administration, Chelyabinsk, Russia
Ural State University of Economics, Ekaterinburg, Russia
Ural State Forestry University, Ekaterinburg, Russia
Chelyabinsk State University, Chelyabinsk, Russia
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract. Relevance. Currently, agroholdings actively use advertising to increase the recognition of agro-products, since advertising effectively affects the target segment, gives consumers new knowledge and opportunities to choose alternative products, which in turn increases satisfaction from purchase. Purpose. The article presents the main provisions of the development of measures aimed at improving the advertising activities of agricultural holdings (using the example of grain specialization). Methods. Among the common promotion methods, the authors distinguish the following: printing materials, online advertising, service, gift certificates, promotions, outdoor advertising. The current system of intra-company advertising was diagnosed and recommendations were made to improve the organization and planning of grain specialization advertising: the development of social networks, creative outdoor advertising. The main research methods are horizontal and vertical analysis, comparison and grouping methods. The proposed recommendations are supported by calculations, the forecast values of indicators and their relationship with the sale of agricultural products are indicated. Scientific novelty. In the analysis of intra-company advertising, it was established that a decrease in the use of advertising funds leads to the fact that the invested funds in advertising do not bring the expected results and show a decrease in the effectiveness of advertising. To solve the problem, the author developed a system of events: the creation of a creative advertising campaign in a magazine, creative outdoor advertising. Results. With increased investment in advertising, the return on investment ratio increases at a much faster pace, which indicates the advantage of online advertising and an increase in the number of visitors and buyers, an increase in profitability by more than 15 percent, and an increase in the level of attention of buyers to advertising will increase to 61 percent by 2022.
Keywords: outdoor advertising, advertising efficiency, customer attraction, online advertising, return on investment, social networks, magazines.
For citation: Lysenko Yu. V., Bukhtiyarova T. I., Butko G. P., Belokonov Yu. V. Osobennosti upravleniya reklamnoy deyatel’nost’yu agrokholdinga [Features of management of advertising activities of an agricultural holding] // Agrarian Bulletin of the Urals. 2020. Special issue “Economics”. Pp. 61–69. DOI: 10.32417/1997-4868-2021-13-61-69. (In Russian.)
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