Advertising Strategy Management in Internet Marketing

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Voronenko Iryna; Nehrey Maryna; Kostenko Serhiy; Lashchyk Iryna; Niziaieva Viktoriia

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Journal Paper

Paper Information

Journal: Journal of Information Technology Management Year:2021 | Volume:13 | Issue:supplement 3 Page(s): 35-47

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Title

Advertising Strategy Management in Internet Marketing

Author(s)

Keywords

Advertising

Data Envelopment Analysis

Google

information management

Internet marketing

price

strategy

Abstract

Information technology is becoming a basic tool for many industries, as well as creating an opportunity for direct active communication of all market participants, which significantly increases competition. As a result, customers have a very large selection of goods and services, fairly easy access to them, and significant price diversification. All this leads to new requirements for modern marketing. Modern marketing significantly changes not only the functions but also the approaches to business processes. A highly competitive environment requires companies to use a system of interconnected marketing tools using an integrated marketing approach. The paper is devoted to investigating Advertising prices and Advertising strategies of Google. The list of major Google products is analyzed. The relevance of Advertising strategies to goals, ad placement, message creation, budget constraints, and ad delivery is determined. The difference in Advertising prices in different countries has been studied. The cost per click analysis of European countries is carried out. Using the DEA model analyzed advertisement efficiency by VRS technology and input-oriented efficiency for European countries.

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APA: Copy

Voronenko, Iryna, Nehrey, Maryna, Kostenko, Serhiy, Lashchyk, Iryna, & Niziaieva, Viktoriia. (2021). Advertising Strategy Management in Internet Marketing. JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT, 13(supplement 3), 35-47. SID. https://sid.ir/paper/971996/en

Vancouver: Copy

Voronenko Iryna, Nehrey Maryna, Kostenko Serhiy, Lashchyk Iryna, Niziaieva Viktoriia. Advertising Strategy Management in Internet Marketing. JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT[Internet]. 2021;13(supplement 3):35-47. Available from: https://sid.ir/paper/971996/en

IEEE: Copy

Iryna Voronenko, Maryna Nehrey, Serhiy Kostenko, Iryna Lashchyk, and Viktoriia Niziaieva, “Advertising Strategy Management in Internet Marketing,” JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT, vol. 13, no. supplement 3, pp. 35–47, 2021, [Online]. Available: https://sid.ir/paper/971996/en

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