Work

Information model of the economic efficiency of advertising

Year: 2019

Type: conference-paper

Abstract: The development of the economy and trade has led to the widespread use of advertising and the need for its constant improvement. There is a vast field of advertising theory. This paper proposes an information model of the functioning of advertising. We introduce ideas about useful and harmful (excess) information. The concept of user’s thesaurus is also introduced. The effectiveness of advertising is determined by the mutual influence of useful and redundant information. Differential equations are formulated on this basis, the solution of which allows to establish the patterns of the influence of psychological characteristics of users and the mode of presentation of information on the effectiveness of advertising.

Source: SHS Web of Conferences

DOI: 10.1051/shsconf/20196504022

Authors: Alina Vinkovska, Arnold Kiv, Tatyana Koycheva, Liliia Bodnar, Ivan Donchev

Institution: State institution "South Ukrainian National Pedagogical University named after K. D. Ushynsky"

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2947956950

FWCI: 3.395

Cites: 39

Cited by: 6

Related to: 10