ПЛАНУВАННЯ РЕКЛАМНОЇ ПІДТРИМКИ ПРОДУКТУ 10.37734/2409-6873-2020-3-7

Purpose of the article in illumination of practical method of determination of effective frequency of advertisement report – of matrix of Joseph W. Ostrow, that allows to analyze the enormous amount of factors that influence on efficiency of return from an advertisement, digitize all factors and as a result – to define the minimum threshold of effective frequency for advertisement reports. Methodology of research. Decision of certain in this article goals and tasks it is realized by means of corresponding scientific methods of research: analysis and synthesis, systematization and generalization, logical approach. Findings. It is set that an advertisement campaign consists of next elements: determination of aims and tasks of advertisement; specification of advertisement audience; a decision-making is in relation to a budget; development of conception of advertisement report; choice of transmitters of advertisement; development is medias-strategies; realization and control; estimation of efficiency. By a bar medias-strategies a media-plan – comes forward complex document in that certainly and all strategic and tactical parties of realization of advertisement campaign are reasonable. As separate functional activity, medias-planning, has a certain structure that includes such stages: analysis of marketing situation; a decision-making is about the scope of audience and frequency of contacts; comparative analysis and choice of transmitters of advertisement appeals; development of optimal chart of placing of selling aids. Thus, on the second stage, mediasplanning make decision about the necessary scope of audience and frequency of advertisement contacts. The matrix of Ostrow envisages the analysis of certain market factors, factors of quality of advertisement report, medias-factors, that allows her to apply as a method of determination of effective frequency of advertisement report. It is in-process marked that the best or worst medias-transmitters are not. It follows to make decision about the choice of advertisement facilities, coming from a certain situation, leaning on such factors: aim of advertisement; descriptions of having a special purpose consumers; market condition; specific of the advertised product; competitive activity; features of medias-transmitters; sum of advertisement budget. Practical value. The substantive scientific provisions of the article it is recommended to apply at planning of advertisement campaign in the context of development of media-plan. 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