Theoretical and applied bases for optimization of pharmaceutical enterprises advertising budget using economic and mathematical modelling

Анотація

The effective managing needs making an especial decision in management. It is very important to optimize correctly marketing communications deposits of your own brands. One of the most popular marketing problem is to count properly the amount of investments, especially in advertisement.Aim. To make theoretical and applied justification and optimization of a pharmaceutical manufacturing enterprise’s investments in TV advertising of OTC medicines with the use of economic and mathematical modelling.Results. In the article we examine the essence and significance of advertising as an element of marketing communications in the activity of the subjects of the pharmaceutical market. There are also presented tendencies of advertising and communicative market of Ukraine and dynamics of volumes of investments of pharmaceutical enterprises in TV advertising of medicines. Main stages of the planning of the advertising campaign of a pharmaceutical company are offered. Methods and models of an advertising budget formation are systematized. We propose an economic and mathematical model, which allows to choose the optimal version of the advertising budget in order to maximize the revenue from the sale of medicines by a pharmaceutical company.Conclusions. This approach to optimizing an advertising budget can be implemented in practice by any pharmaceutical company for different elements of marketing communications used to promote medicines in the market.

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