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Journal articles on the topic 'Forecasting of the market of advertising market'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Yan, Ruiliang, and Kai Yu Wang. "Market forecasting information and firm pricing-advertising strategies." International Journal of Information and Decision Sciences 1, no. 4 (2009): 382. http://dx.doi.org/10.1504/ijids.2009.027758.

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2

Bessarabova, Anna A., and Aleksey I. Granovsky. "FORECASTING MODEL OF ADVERTISING SERVICES MARKET DEVELOPMENT BASED ON DEDUCTIVE LOGICAL INFERENCE." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/1, no. 151 (2024): 49–59. http://dx.doi.org/10.36871/ek.up.p.r.2024.10.01.006.

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The article improves the forecasting model of advertising services market development based on the theory of fuzzy sets, a distinctive feature of which is the ability to obtain a deductive logical conclusion about its state. This approach allows us to determine the weighting ratio of different factors (using fuzzy sets) that affect the efficiency of advertising market development.

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813//2224-1213.21.2019.14.

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The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813/2224-1213.21.2019.14.

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The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries

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5

Wen, Jianan. "Market Forecasting Model Based on Artificial Intelligence and Its Application in Marketing Decision-Making." SHS Web of Conferences 213 (2025): 01020. https://doi.org/10.1051/shsconf/202521301020.

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With the rapid development of artificial intelligence technology, its application in market forecasting and marketing decision-making has gradually become an important means for enterprises to achieve competitive advantage. Market forecasting models extract valuable information from massive amounts of data through machine learning and deep learning algorithms, providing enterprises with more scientific market insights and decision support. This article systematically elaborates on the core principles of market forecasting models based on artificial intelligence, including key processes such as

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Laskin, M. B., and P. A. Cherkesova. "Market and cadastral data comparison for the real estate market value forecasting." Statistics and Economics 17, no. 4 (2020): 44–54. http://dx.doi.org/10.21686/2500-3925-2020-4-44-54.

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The aim of the research is to develop theoretical and methodological approaches to market value forecasting in the real estate market. The relevance of the research is determined by the system-forming place that the real estate market occupies in the economy of the country and regions, affecting the interests of owners of various forms of ownership, construction and development companies, insurance companies, banks. Another aspect that determines the actuality of the study is the discrepancy between well-structured cadastral databases and market data dispersed between different owners of infor

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Kim, M. N. "Advertising Campaign as Multi-Stage Process." Administrative Consulting, no. 1 (June 7, 2019): 79–87. https://doi.org/10.22394/1726-1139-2019-1-79-87.

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Modern advertising market must not to have a spontaneous self-regulation on the part of the participants, because this leads to inconsistency of their actions. Therefore, in the first place, when we organization of the advertising campaign, the clear plan is put forward. This planning involves the development of objectives, and the ways to achieve them, also the choice of means of advertising, and planning of each stages of an advertising campaign, finally, forecasting results. This makes it possible, on the one hand, to streamline the entire advertising process, and on the other — to or

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8

Sedov, Roman. "Data metrics in modern digital marketing." JOURNAL OF REGIONAL AND INTERNATIONAL COMPETITIVENESS 6, no. 1 (2025): 21–30. https://doi.org/10.52957/2782-1927-2025-6-1-21-30.

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The article defines the stages of digital marketing and highlights modern metrics for choosing data analysis tools. Currently, mobile Internet accounts for 80% of the total Internet traffic in the Russian Federation. The research emphasises the components of effective media planning, including return on investments, target audience, increasing brand awareness, and costs optimising. According to the statistics, there are different approaches to increasing sales of new trademarks (brands) via the mobile Internet. The research considers the issues of calculating the market share of a trading comp

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Shapoval, D., and I. Bogach. "DEVELOPMENT OF A SUBPROGRAM FOR ANALYZING PRODUCTION STRATEGY IN A COMPETITIVE ENVIRONMENT." Znanstvena misel journal, no. 82 (September 22, 2023): 33–38. https://doi.org/10.5281/zenodo.8369295.

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In this article, we will explore market dynamics in competitive conditions, using examples of competitions involving three, eight, and fifteen manufacturers. We will compare their development strategies in terms of resource allocation between advertising and product quality. We will also discuss the benefits of market forecasting. Additionally, we will delve into the strategy of optimal resource allocation and provide examples of when it is advisable to adhere to it and when taking risks may lead to higher productivity and profit in a particular product line.

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Wodecki, Andrzej. "The Reserve Price Optimization for Publishers on Real-Time Bidding on-Line Marketplaces with Time-Series Forecasting." Foundations of Management 12, no. 1 (2020): 167–80. http://dx.doi.org/10.2478/fman-2020-0013.

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AbstractToday's Internet marketing ecosystems are very complex, with many competing players, transactions concluded within milliseconds, and hundreds of different parameters to be analyzed in the decision-making process. In addition, both sellers and buyers operate under uncertainty, without full information about auction results, purchasing preferences, and strategies of their competitors or suppliers. As a result, most market participants strive to optimize their trading strategies using advanced machine learning algorithms. In this publication, we propose a new approach to determining reser

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Sneha M. "AI-Driven Marketing Strategies for Electric Vehicles: Enhancing Consumer Engagement and Market Penetration." Journal of Information Systems Engineering and Management 10, no. 35s (2025): 01–09. https://doi.org/10.52783/jisem.v10i35s.5917.

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The growing popularity of electric vehicles (EVs) has necessitated the development of innovative marketing strategies aimed at enhancing consumer awareness and engagement. In this context, the application of Artificial Intelligence (AI) is crucial for tailoring marketing initiatives, forecasting consumer behaviour, and refining promotional campaigns. This study explores AI-driven marketing strategies that enhance EV market penetration and consumer engagement. Important elements consist of machine learning techniques, data-focused advertising within the electric vehicle sector by reaching the a

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Li, Liying, Xinyu Hou, and Lixia Niu. "Research on Demand Forecasting Information Sharing Strategy of Closed-Loop Supply Chain considering Advertising Effect." Discrete Dynamics in Nature and Society 2023 (February 22, 2023): 1–13. http://dx.doi.org/10.1155/2023/1148798.

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Based on the uncertain market demand, this paper studies the sharing strategy of each main body of the closed-loop supply chain for demand prediction information and introduces the variable of advertising effect into the model. Firstly, this paper constructs a manufacturer-led Stackelberg game model based on a two-level closed-loop supply chain. Secondly, the manufacturer advertising mode and the retailer advertising mode are set up, and the influence of information sharing is discussed in each advertising mode. Finally, the conclusion and the proposition are verified by example analysis. The

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Cho, Jae Hyung, and Ho Young Kim. "A Study on Forecasting Model based Weighted Moving Average for Cable TV Advertising Market." Journal of Information Systems 25, no. 2 (2016): 153–71. http://dx.doi.org/10.5859/kais.2016.25.2.153.

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Koval, Lilia, Serhiy Romanchuk, and Svitlana Boyko. "Advertising Management in Ukraine and the Mechanism of Its Development in the Context of Digitalization of the Economy." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 8(41) (2022): 28–38. http://dx.doi.org/10.32515/2663-1636.2021.8(41).28-38.

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The purpose of the article is to deepen the essence of advertising management, to determine the factors and mechanism of its development in the context of digitalization of the economy. The theoretical essence of advertising and advertising management is determined based on the study and generalization of scientific opinion. The objective nature of the development of advertising management in the modern market economy is justified on the basis of theoretical analysis. The stages of the formation of advertising management are determined. The connection between advertising and marketing manageme

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Koval, Lilia, Serhiy Romanchuk, and Svitlana Boyko. "Advertising Management in Ukraine and the Mechanism of Its Development in the Context of Digitalization of the Economy." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 8(41) (2022): 28–38. http://dx.doi.org/10.32515/2663-1636.2022.8(41).28-38.

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The purpose of the article is to deepen the essence of advertising management, to determine the factors and mechanism of its development in the context of digitalization of the economy. The theoretical essence of advertising and advertising management is determined based on the study and generalization of scientific opinion. The objective nature of the development of advertising management in the modern market economy is justified on the basis of theoretical analysis. The stages of the formation of advertising management are determined. The connection between advertising and marketing manageme

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Korotun, Olga, and Yaroslav Nikulin. "Application of simulation modeling in ensuring economic security in feed additives production." BIO Web of Conferences 116 (2024): 07037. http://dx.doi.org/10.1051/bioconf/202411607037.

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The paper defines the importance of forecasting the demand for the development of Russian feed additives of one type. The livestock industry is of strategic importance to Russia, as it provides food security and contributes to economic growth. There are foreign and domestic products on the market of feed additives. At the same time, for specific types of products, the availability of foreign analogs is more prevalent. Due to the economic and political situation in the world, such a ratio does not align with the strategic interests of Russia and provides an opportunity for the active developmen

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Khaiyr, Mohammed Al-Laraib, and Kristina Candance Rogermann. "Retail Analytics: Driving Success in Retail Industry with Big Data Analytics." International Journal of Data Science and Advanced Analytics 4, no. 4 (2022): 158–63. http://dx.doi.org/10.69511/ijdsaa.v4i4.113.

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As retail market gets extensively competitive, the capability to optimize on serving company processes while gratifying buyer expectations has never ever been more vital. Thus, channelizing and managing information to work towards client delight and produce wholesome income is essential to survive prosperously. In the situation of huge list players worldwide and in India, information or maybe quite big data analytics has become being used at each stage of the list progression tracking emerging products that are popular, forecasting future demand and sales through predictive simulation, optimiz

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ONOFRIICHUK, Iryna. "Diffusion of innovations in e-trade." SCIENTIA FRUCTUOSA 153, no. 1 (2024): 84–94. http://dx.doi.org/10.31617/1.2024(153)05.

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In terms of market relations, the effectiveness of marketing systems is a decisive factor in the competitiveness of the enterprise. In today’s world, enterprises cannot exist without the introduction of innovative processes into production or to existing goods or services. The application of innovations in marketing, which increases profitability by 10%, is extremely relevant today, so there is an urgent need to study the spread of innovations in e-trade, taking into account marketing management. The aim of the article is to determine the impact of marketing management on the spread of innova

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19

Smith, Gaye. "Inspiration and information: sources for the fashion designer and historian." Art Libraries Journal 14, no. 4 (1989): 11–16. http://dx.doi.org/10.1017/s0307472200006465.

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A number of sources of inspiration and information, in addition to books on costume history, are invaluable to the fashion designer and the historian of fashion. They include predictions of style and market trends, visual sources of creative inspiration, and a variety of forms of historical evidence. Sources of information on style and market trends include forecasting services, trade magazines, newspapers, advertising material, and fashion magazines. Sources from which the designer can draw inspiration include paintings and visual imagery from the theatre, cinema, and popular culture. Histori

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Bohdalová, Mária, and Miriama Křížková. "Short-term and seasonal time series models for online marketing campaigns." Marketing Science & Inspirations 18, no. 1 (2023): 16–26. http://dx.doi.org/10.46286/msi.2023.18.1.2.

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Marketing companies use the market response to price products, determine advertising expenditures, forecast sales or prepare and test the effectiveness of various marketing plans and campaigns. Predictions of future traffic for online marketing campaigns can be based on data analysis and market response models. Mathematical models have become the main tools for marketing decision-making. The main goal of this paper is to describe and show how to use behavioral modelling of potential customers in online marketing campaigns. In addition to the basic ARMA model for short-term website traffic fore

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Kucherenko, Svitlana, and Liudmyla Levaieva. "Increasing the agricultural enterprises competitiveness on the basis of compliance with consumer demand, branding and forecasting." University Economic Bulletin, no. 44 (February 12, 2020): 18–24. http://dx.doi.org/10.31470/2306-546x-2020-44-18-24.

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The subject of research is theoretical, methodical and practical aspects of increasing the agricultural enterprises competitiveness with the use of marketing tools and forecasting the agricultural market dynamics. The purpose of this study is to substantiate the directions of increasing the agricultural enterprises competitiveness on the basis of compliance with the demand and consumers wishes; formation of the positive image of products producers; active creative advertisement and goods branding; safety and quality of products; forecasting the agricultural markets dynamics. Method or methodol

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Powers, Devon. "Thinking in trends: the rise of trend forecasting in the United States." Journal of Historical Research in Marketing 10, no. 1 (2018): 2–20. http://dx.doi.org/10.1108/jhrm-09-2016-0021.

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Purpose The paper examines the birth of trend forecasting in the USA and position trend forecasters and professional futurists within the wider history of marketing, market research and advertising. Design/methodology/approach The study is based upon archival research, interviews and close readings of primary and secondary literature. Findings Trend forecasters split from traditional market and opinion research in the early 1970s, as concerns about the future became paramount for businesses. At this time, entrepreneurial trend forecasters such as Faith Popcorn started firms, adopting futurolog

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Abdulsalami, T. Lucky PhD, and A. Nsikanabasi Msc Omosigho. "Information Requirement for Forecasting and Cost Implication on Marketing 0f Consumer Goods in Dangote Nigeria Ltd." International Journal of Case Studies 7, no. 1 (2018): 01–21. https://doi.org/10.5281/zenodo.3538809.

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The purpose of this study was to investigate the Information requirement for forecasting and its cost implication on the sales of consumer goods in Dangote Nigeria Limited. Information plays a prominent role in business planning and business strategy. The value and importance of advance information is a cornerstone for planning activity and a well-set forecast goal can guide sale-force more efficiently. A forecasting usually depends on many factors such as the product feature, supply chain constrain, market demand, market share, promotion strategy, competition, macroeconomics condition and oth

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Jurčić, Igor. "Forecasting the future development of fiber optic access networks based on the CTE model." International Journal of Innovative Solutions in Engineering 1, no. 1 (2025): 18–24. https://doi.org/10.47960/3029-3200.2025.1.1.18.

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Telecom operators will have important roles in following years and decades. At the same time, new satellite mobile operators will be competitors and partners to existing terrestrial telecom operators. In order for the partnership to prevail, modern terrestrial telecom operators must adapt to new market conditions. In addition to a new approach in the development of products and services, a new approach in advertising, sales and customer care, a top-quality connection to the customers will be of great importance for the business of every telecom. In this article will be analyzed main characteri

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Golda, N., I. Pinak, and N. Polishchuk. "Use of heurestic methods in marketing modeling." Galic'kij ekonomičnij visnik 69, no. 2 (2021): 137–45. http://dx.doi.org/10.33108/galicianvisnyk_tntu2021.02.137.

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The features of the mechanism of heuristic methods application in marketing modeling are investigated in this paper. The essence of methods of economic analysis in advertising is revealed. Approaches to media planning using heuristic methods are analyzed in detail. Step-by-step evaluation matrix and expert preferences matrix for ranking the advertising evaluation criteria are proposed. The use of integrated models for advertising campaigns modeling is substantiated. Mathematical expressions for their application in the integrated models construction and the use of heuristic methods in media pl

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Mittal, Saurabh, and Prof (Dr) Punit Goel. "Data Science In Retail: Explore Big Data’s Role In Ads And Inventory Forecasting." International Journal of Research in Modern Engineering & Emerging Technology 13, no. 3 (2025): 307–17. https://doi.org/10.63345/ijrmeet.org.v13.i3.19.

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In the rapidly evolving retail landscape, data science has emerged as a critical tool for revolutionizing operations, marketing, and inventory management. This study delves into the transformative impact of big data on advertisement strategies and inventory forecasting. By integrating advanced analytics, machine learning, and statistical models, retailers are now able to derive actionable insights from vast and diverse data streams. These insights not only enable a more personalized advertising approach but also optimize inventory levels, ensuring that products are available to meet consumer d

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KONOPLIANNYKOVA, Marianna. "The effectiveness of marketing innovations in the fashion industry." Scientia fructuosa 161, no. 3 (2025): 113–25. https://doi.org/10.31617/1.2025(161)08.

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The modern marketing research in the fashion industry is influenced by artificial intelligence, which helps in the study of the trends in the consumer aspects, prediction of the buying behavior and personalization of marketing strategies. Also, intelligent algorithms not only perform the automation of processing the large datasets but also are used for identifying the patterns in consumer preferences that are hidden and that cannot be detected by the traditional methods. By using AI with machine learning, market trend forecasting has become far more accurate and is particularly important in

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Rishi Venkat. "Harnessing generative AI in product management: Practical use cases from ideation to go-to-market." International Journal of Science and Research Archive 10, no. 1 (2023): 1151–59. https://doi.org/10.30574/ijsra.2023.10.1.0710.

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Generative AI is transforming product management by supplying powerful tools and competencies that improve various factors of the product lifestyles cycle. In the ideation section, generative AI algorithms can analyze significant quantities of market information, customer traits, and competitor statistics to generate novel product standards and features. This not only hastens the ideation process but additionally enables product managers to perceive unique possibilities that may have been disregarded through conventional techniques. As the product improvement progresses, generative AI can assi

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Choe, Yeongbae, Hany Kim, and Hyo-Jae Joun. "Differences in Tourist Behaviors across the Seasons: The Case of Northern Indiana." Sustainability 11, no. 16 (2019): 4351. http://dx.doi.org/10.3390/su11164351.

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Seasonality is an essential factor influencing tourism demand and traveler behavior at the destination. As such, seasonality (i.e., the influx of tourists) needs to be managed by destination marketing organizations. Most tourism studies have focused mainly on the forecasting methods/metrics and the effect of seasonality at the aggregate level rather than understanding seasonal differences in the nature of the traveler and travel experience. The purpose of this study is to understand seasonality at both the aggregate market level and individual traveler level. As such, this study first utilizes

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Agbasimelo, Chioma Ifeoma. "Mobile Technology and Advertising in Nigeria: The Emerging Complexities." International Journal of Research and Innovation in Social Science VII, no. VI (2023): 1516–26. http://dx.doi.org/10.47772/ijriss.2023.7729.

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Mobile Technology offers advertisers an ever-growing global audience of “always on” multifunctional smartphone capability and instantaneous access to their contextual information. Location based, environmental, and behavioural data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. There is widespread dissemination and broad acceptance of mobile technology in the market place, as well as very promising opportunities for advertisers to engage with their customers in novel ways. Modern Technology has given consumers a wider

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GORODETSKY, Yuri. "FUNDAMENTAL PRINCIPLES OF PREDICTIVE ANALYTICS IN MARKETING." Management 38, no. 2 (2024): 9–21. http://dx.doi.org/10.30857/2415-3206.2023.2.1.

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INTRODUCTION. This article highlights the fundamental principles of predictive analytics as they apply to marketing, providing the reader with a thorough understanding of the methodologies and techniques used to predict consumer behavior and optimize marketing strategies. RESEARCH HYPOTHESIS. The article examines the key concepts and approaches underlying predictive analytics, including machine learning, statistical analysis, and forecasting algorithms. THE AIM of particular attention is paid to the application of these methods in various areas of marketing, such as market segmentation, pricin

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Roskladka, Andrii, Nataliia Roskladka, Oleksandr Dluhopolskyi, Ganna Kharlamova, and Mehmet Kiziloglu. "Data analysis and forecasting of tourism development in Ukraine." Innovative Marketing 14, no. 4 (2018): 19–33. http://dx.doi.org/10.21511/im.14(4).2018.02.

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The article contains a thorough study of tourist flows in Ukraine during the last 18 years. The tendencies of the development of international tourism during the last 20 years and their influence on the development of tourism in Ukraine have been explored. Particular attention is paid to the analysis of inbound tourist flows. The negative dynamics of tourist arrivals in Ukraine led to the construction of a forecast model for the development of this component of tourism activity with the aim of an objective assessment of future tourist arrivals and the adoption of effective management decisions

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Ryzhko, О., T. Krainikova та E. Krainikov. "ШІ В РЕКЛАМНІЙ ІНДУСТРІЇ: КЕЙСИ ТА ТЕНДЕНЦЇІ". State and Regions. Series: Social Communications, № 1(57) (9 травня 2024): 120. http://dx.doi.org/10.32840/cpu2219-8741/2024.1(57).15.

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<p><strong><em>The purpose of the study</em></strong><em> is to systematize information on the impact of AI on the development of the advertising industry based on the analysis of advertising and marketing cases and trends in the use of AI in the industry.</em><em></em></p><p><strong><em>Research methodology.</em></strong><em> The study was conducted in November 2023 – early February 2024. At the 1st stage, the authors reviewed theoretical sources and conceptualized their own research based on the f

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Lyndyuk, Andriy, Ivanna Havrylyuk, Yurii Tomashevskii, Roman Khirivskyi, and Maryana Kohut. "The impact of artificial intelligence on marketing communications: New business opportunities and challenges." Economics of Development 23, no. 4 (2024): 60–71. https://doi.org/10.57111/econ/4.2024.60.

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The purpose of this study was to analyse the impact of the integration of artificial intelligence (AI) technologies on modern approaches to marketing communications, with an emphasis on identifying new opportunities for optimising business processes. A wide range of technologies have been explored to automate, optimise, and personalise marketing processes, enabling companies to interact more effectively with customers and improve the results of their marketing campaigns. Technologies such as machine learning and natural language processing have been examined, which contribute to the analysis o

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Olshanska, Yana. "Marketing tools as an element of innovative development and demand generation in conditions of uncertainty." Market Relations Development in Ukraine 119, no. 11(282) (2025): 39–48. https://doi.org/10.5281/zenodo.14824913.

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will help in innovative development and demand generation for companies under conditions of uncertainty.The aim of the research is to determine the essence, main advantages and features of the use ofmarketing tools in the context of innovative development, demand generation and uncertainty.Research methods. The article uses general research methods, as well as special economicmethods, methods of abstraction, induction, analysis and synthesis, grouping, classification, graphicaland tabular methods.Results of the investigation. It has been established that in the context of rapid changes in thee

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MURADOV, Isa. "ANALYSIS OF THE ROLE OF TOURISM IN THE MACROECONOMIC DEVELOPMENT OF AZERBAIJAN REPUBLIC." Tourism and Hospitality Studies 12, no. 2 (2023): 21–31. http://dx.doi.org/10.61226/12.2.2023.2.

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In the article, the current situation in the international tourism market, its development dynamics, and general economic effects are presented. The changes in international tourism and the impact of the post-pandemic period on the tourism sector were studied, and growth forecasting was researched. The article investigates the effects of the tourism industry on the macroeconomic development of Azerbaijan, its share in the GDP, the changes that occurred during the global pandemic, the state's policy in this field, and the development trends in the post-pandemic period. At the same time, the cha

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Barvinok, Nataliia, and Maksym Barvinok. "THE IMPORTANCE OF MODERN INFORMATION TECHNOLOGIES IN THE RESEARCH OF THE MARKETING ENVIRONMENT OF HOSPITALITY INDUSTRY ENTERPRISES." Economies' Horizons, no. 2-3(28) (September 30, 2024): 302–12. https://doi.org/10.31499/2616-5236.3(28).2024.317199.

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The article examines the role of modern information technologies (IT) in the study of the hospitality marketing environment, which provide enterprises with innovative tools to increase efficiency, personalization and adaptability to dynamic market changes. Digital platforms such as social media, CRM systems, mobile applications, big data analytics and artificial intelligence are becoming an integral part of marketing strategies. They contribute to the creation of targeted advertising campaigns, analysis of consumer behavior, forecasting their needs and improving services, offering customers in

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Parikshit, Sharma. "Improving Real-Time Bidding in Online Advertising using Markov Decision Processes and Machine Learning Techniques." International Journal of Advanced Engineering and Nano Technology (IJAENT) 10, no. 7 (2023): 1–8. https://doi.org/10.35940/ijaent.F4231.0710723.

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<strong>Abstract: </strong>Real-time bidding has emerged as an effective online advertising technique. With real-time bidding, advertisers can position ads per impression, enabling them to optimise ad campaigns by targeting specific audiences in real-time. This paper proposes a novel method for real-time bidding that combines deep learning and reinforcement learning techniques to enhance the efficiency and precision of the bidding process. In particular, the proposed method employs a deep neural network to predict auction details and market prices and a reinforcement learning algorithm to dete

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SHEVCHENKO, А.V., and А.А. PUTINTSEVA. "Management decisions on the use of marketing tools to ensure the competitiveness of universities." Market Relations Development in Ukraine №7-8 (206-207) 145 (October 4, 2018): 97–103. https://doi.org/10.5281/zenodo.1445453.

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The article considers marketing tools in university, its rationality and necessity, and the adoption of appropriate managerial decisions by executives. The necessity of using marketing in the field of education, on the level of other kinds of services and goods, is substantiated. Marketing of educational institutions contributes to the study of the market, forecasting, pricing and determining the most promising directions for their development. Intermediary structures in the field of education promote the promotion of services using various channels of marketing, advertising media, and in some

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FAYVISHENKO, Diana, Zoreslava LIULCHAK, Anastasiia MOHYLOVA, Tetiana YAROVENKO, Iryna LORVI, and Halyna ALDANKOVA. "Brand Marketing Strategies of Trade Enterprises on Social Media Platforms." Theoretical and Practical Research in Economic Fields 15, no. 2 (2024): 335. http://dx.doi.org/10.14505/tpref.v15.2(30).14.

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Social media platforms are an important marketing tool for business promotion, in particular for increasing user engagement, coverage, awareness, and satisfaction. Marketing efficiency in social networks is significantly dependent on the choice and implementation of the brand strategy, which makes the studied theme relevant. The paper aims to study key factors of influence on the selection and implementation of SMM strategies. The study used statistical analysis methods, forecasting method, and comparative and descriptive methods. The results of the conducted study showed that the SMM market i

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Serbin, Vitalii, and Oksana Yashkina. "Systematization of research on the use of artificial intelligence in the transformation of marketing strategies of e-commerce enterprises." Marketing and Digital Technologies 8, no. 4 (2024): 92–109. https://doi.org/10.15276/mdt.8.4.2024.8.

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The aim of the article. The aim of the article is to systematize research on the use of artificial intelligence within the framework of existing marketing tools for e-commerce enterprises. Analysis results. The analysis of the study reveals that artificial intelligence (AI) plays a critical role in enhancing and optimizing digital marketing strategies within the e-commerce sector. AI facilitates the personalization of marketing efforts by leveraging vast amounts of consumer data to predict preferences and behaviors, enabling businesses to tailor recommendations and content effectively. This pe

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Gorodetskiy, Yuriy D. "AUTOMATION IN DIGITAL MARKETING: HOW AI TECHNOLOGIES HAVE CHANGED MARKETING STRATEGIES." Journal of Strategic Economic Research, no. 1 (July 8, 2025): 104–16. https://doi.org/10.30857/2786-5398.2025.1.7.

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The modern use of artificial intelligence in digital marketing is highly relevant, as AI technology is rapidly evolving and allows businesses to adapt to new market conditions. The aim of the study was to identify the main advantages and changes that AI technologies bring to the marketing strategies of small and medium-sized businesses. The study used analysis and comparison methods to examine the impact of AI on key marketing processes, including targeting, personalisation, and customer service. It was found that AI allows for better audience segmentation and increased personalisation of offe

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USTIK, Tetiana. "MANAGEMENT OF MARKETING ACTIVITIES IN THE FIELD OF AGRIBUSINESS: STRATEGIC DIMENSION." Bulletin of East European University of Economics and Management, no. 2(32) (2024): 288–300. https://doi.org/10.58253/2078-1628-2024-2(32)-022.

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The role of the marketing management system in agribusiness enterprises is paramount, as it is responsible for aligning the dynamic needs and demands of consumers in the food market with the producers' interests in maximizing profits. This underscores the necessity of developing an effective marketing management system that ensures continuous improvement in marketing activities through professional planning, budget optimization, justification of advertising campaigns, promotion of agricultural products, and evaluation of economic and communication efficiency. The study highlights the significa

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БОНДАРЕНКО, Валерій, та Олександр ОМЕЛЬЯНЕНКО. "ВПЛИВ ШТУЧНОГО ІНТЕЛЕКТУ (AI) НА РОЗВИТОК ІНТЕРНЕТ-МАРКЕТИНГУ". Herald of Khmelnytskyi National University. Economic sciences 334, № 5 (2024): 319–24. http://dx.doi.org/10.31891/2307-5740-2024-334-47.

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This article is aimed at studying the impact of artificial intelligence (AI) on the development of online marketing. The aim of the study is to assess how the use of AI technologies helps to increase the effectiveness of marketing strategies, improve customer interaction, and optimize business processes. The article will discuss various aspects of AI in online marketing, such as automation of advertising campaigns, content personalization, user data analysis, consumer behavior forecasting, and chatbot development. The study will demonstrate how artificial intelligence contributes to increasing

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Tomashuk, Inna, Olena Dzhedzhula, and Olena Koval. "ORGANISATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES." Baltic Journal of Economic Studies 10, no. 1 (2024): 222–36. http://dx.doi.org/10.30525/2256-0742/2024-10-1-222-236.

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The aim of the article is to identify the characteristics of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of economic phenomena and processes related to the marketing activities of agricultural enterprises. In formulating theoretical generalisations and formulating conclusions and proposals, the paper uses historical, abstract and logical, and monographic methods. Forecasting of indicators chara

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Chhetri, Swastik, and S. M. Milan. "Role of AI in Predicting Consumer Behavior." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem44399.

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The emergence of Artificial Intelligence (AI) has significantly transformed the understanding and prediction of consumer behavior. Due to swift progress in machine learning and data analytics, AI allows companies to analyze extensive consumer data, identify trends, and make informed decisions based on insights derived from data. This study look into the methods in which AI improves consumer behavior analysis by inspect critical marketing functions such as customer segmentation, altered recommendations, demand forecasting, and sentiment analysis. This research make use of a survey approach, wit

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Pysarenko, Volodymyr, Lesia Kriuchko, Tetiana Ostapenko, and Olga Kubetska. "Marketing Strategy Development in the Management of Industrial Enterprise Competitiveness." Economics Ecology Socium 9, no. 2 (2025): 96–108. https://doi.org/10.61954/2616-7107/2025.9.2-7.

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Introduction. The rapid changes in external and internal factors form the features that ensure the competitiveness of enterprises. This requires not only a revision of marketing strategies and their objectives, but also a reconsideration of approaches to developing long-term marketing plans, as external conditions are constantly evolving. Therefore, the lack of resources for the functioning of marketing departments with a simultaneous increase in tasks necessitates a well-founded choice of the latest marketing tools. Aim and tasks. This study aims to determine the key factors affecting the dev

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Barabas, Dmytro, Petro Banshchykov, and Inna Vinnikova. "IMPLEMENTING A COMPANY'S COMPETITIVE STRATEGY USING ARTIFICIAL INTELLIGENCE." Economic scope, no. 196 (January 17, 2025): 144–51. https://doi.org/10.30838/ep.196.144-151.

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The continuous increase in the intensity of competitive interaction of companies in modern markets requires their management to take a well-founded comprehensive approach to the development and implementation of a competitive strategy. At the same time, digital tools for ensuring excellence and competitiveness of enterprises play an increasingly important role. The work summarizes the areas of use of artificial intelligence tools in the implementation of a competitive strategy of a business organization. The analysis of the possibilities of using artificial intelligence was carried out in the

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Vitalii Oleshchuk. "CLASSIFICATION OF INFORMATION FLOWS IN THE TOURISM BUSINESS." INNOVATIVE ECONOMY, no. 1 (2022): 169–74. http://dx.doi.org/10.37332/2309-1533.2022.1.23.

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Purpose. The aim of the article is formulation of the main classification features of information flows in the tourism business. Methodology of research. Realization of the established goal of the research involves the use of a certain methodology. To highlight the main approaches, signs and types of information flows, the deduction method was used, which involved the selection of individual structural components based on an in-depth analysis of the characteristics of the phenomenon under study. The classification of signs was carried out on the basis of the method of data systematization. The

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Kalenyuk, Iryna, Viktoriia Riashchenko, and Iryna Uninets. "SMART MARKETING AND GLOBAL LOGISTICS NETWORKS." Baltic Journal of Economic Studies 10, no. 2 (2024): 113–22. http://dx.doi.org/10.30525/2256-0742/2024-10-2-113-122.

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In the context of the global digital transformation, new communication systems are being formed based on networking and platforms, increased attention to environmental issues and social needs of the population. The purpose of the article is to identify the peculiarities of smart marketing development in the context of global logistics networks. Using the methods of system analysis, the article summarises the processes of spreading smart technologies at all stages of marketing: from smart supply to smart consumption. Graphical visualisation confirms the growth of spending on the latest informat

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