Анализ использования медийной рекламы промышленными компаниями
This article includes the research of the industrial companies’ media advertising application in the Russian market. The study used data of 225 largest industrial companies that produce, sell and promote their products in Russia. The article analyzes their media advertising budgets, shares of the various advertising tools, frequency of their use and other characteristics. It was also carried out the industrial companies comparison of different types of products, industries and origin regions in media advertising. Finally conclusions and recommendations were presented for companies promoting or planning to promote their products on the media market.
One of the most important and relevant business problems is the search for the optimal advertising budget and its distribution on advertising tools. This study focuses on the analysis of advertising budgets and its structure in the Russian market. In paper compares various types of advertisers, and provides recommendations for the application of advertising tools in Russia. The analysis was conducted based on the data of 500 companies working and advertising their products on the Russian market. The main research methods included a compare of averages and a correlation analysis. The author found significant differences in the application of promotional tools among advertisers from different types of business and sectors of the economy. It was found that the producers of goods and services greater use of television advertising than other advertising tools, but retailers use of outdoor, radio and online advertising to promote their products. Companies that sell fast moving consumer goods mainly used the television advertising. Firms selling consumer durables, instead of television ads use outdoor, internet and radio advertising. Sellers of premium and luxury goods advertise only in press, while companies from the service sector are actively using radio, outdoor and online advertising. The results of the study confirmed the findings of foreign researchers about the significant impact of type and sector of business on the allocation of advertising budget.
In this paper we propose an optimization model for investment in an advertising campaign of the university. The problem is solved in a limited advertising budget, taking into account the effectiveness of promotional activities.
This paper reports on the performance dynamics of Russian manufacturing subsidiaries of foreign multinational corporations that were established in 2012-2016. We collected balance sheets, annual income statements, and other annual reports of the representative sample (141 plants) of the general population of manufacturing plants opened in Russia by foreign multinational corporations in 2012-2016 (196 plants); further, we performed an analysis of the major business indicators, such as exit rate, sales dynamics, and financial results. We found that showing a positive gross profit (revenues minus direct production costs) was a relatively easy task and the majority of companies achieved this in the year of their official opening or shortly afterwards, both prior to, and after the beginning of, the sanctions. However, the majority of manufacturing plants opened in 2012-2014 demonstrated negative net profitability until 2016. We explained the massive shift to profitability in 2016 by the improvement in gross margins, measures taken to save “additional costs,” as well as the changes in the legal framework of foreign subsidiaries’ activities in Russia and the subsequent amendment of financial policies applied to Russian subsidiaries by their corporate parents. In general, multinational corporations demonstrated a high ability to operate under conditions of high market and institutional uncertainty and strategic flexibility in managing their newly established Russian industrial assets.