Design of advertising policy on national markets (on the basis of JSC CB Privatbank)

Abstract

The work considers such a timely issue as the design of an organization's advertising policy in the national market. The relevance of this topic is related to the fact that the article reviews advertising policy as one of the main factors influencing corporate expansion. Any modern company creates a set of certain measures of advertising influence on the target audience. The theoretical part of the paper is devoted to the concept of advertising policy and advertising in general. The first part also describes the features and challenges to the implementation of advertising policy. This made it possible to prove that the specifics and characteristics of the development of an enterprise's advertising policy depend on the scope of the firm's activities and market activity. As a basis for the practical part, the author analyzed the statistical data of Privatbank. Several analytical methods were used, such as SWOT, PEST, and SPACE. The results of which identify the key components of the external and internal environment to present opportunities and threats to successful project implementation. PrivatBank has the highest website traffic and the highest average advertising spend among Ukrainian banks. Methods for improving the advertising policy were proposed, supported by the development of an annual media plan and a posting plan for Instagram. The efficiency analysis showed that this strategy will show positive results in terms of audience engagement.