ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
https://doi.org/10.21686/2413-2829-2019-3-176-184
Abstract
The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The author came to the conclusion about possible application of this methodology for advertising service assessment. Models used earlier for estimation of competitiveness were oriented to the product as a physical object with a number of characteristic s (from compliance with standards to subjective appraisal by customers). Assessment of service competitiveness includes both the attitude to the product (in case service rendering is connected with a physical product) and the attitude to the company that provides the service, which can be positive, if the process of sale/purchase was pleasant or adverse, if not. The author put forward an extended appraisal of features of the whole process of client servicing. In view of its practical application this algorithm can be used both by advertising agencies (market participants) and state bodies controlling competition of the market (such as the Federal Antitrust Service).
About the Authors
Аleksej V. Katernyuk
Far East Federal University
Russian Federation
Russian Federation
Аleksej V. Katernyuk Post-Graduate Student of the School of Economic and Management of the FEFU.
8 Suhanova Str., Vladivostok, Primorsky Krai, 690950
Elizaveta V. Mezhevaya
Office of the Federal Antimonopoly Service in Primorsky Krai
Russian Federation
Russian Federation
Elizaveta V. Mezhevaya The Head of the Department for Control of Antimonopoly Law and Advertising of the Office of the Federal Antimonopoly Service in Primorsky Krai.
2 1st Marine Str., Vladivostok, Primorsky Krai, 690090
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Review
For citations:
Katernyuk А.V., Mezhevaya E.V. ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES. Vestnik of the Plekhanov Russian University of Economics. 2019;(3):176-184. (In Russ.) https://doi.org/10.21686/2413-2829-2019-3-176-184
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