Моделювання процесів рекламного просування з використанням кольорових мереж Петрі
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Date
2022
Journal Title
Journal ISSN
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Publisher
Київський національний економічний університет імені Вадима Гетьмана
Abstract
The article is devoted to the topical issues of modeling advertising
promotion of goods and services, as well as marketing in social media using
Petri nets tools. The typical stages and marketing tools of the website advertising
promotion project and options for their improvement are defined. Selected
approaches to the use of labeling in colored Petri nets during the stages of the
advertising promotion project.
The purpose of the article is to improve and expand the mathematical model
of advertising promotion of the Internet resource and to use the methods of
modeling colored Petri nets for the analysis and improvement of advertising
companies for the promotion of goods and services. The variety of technologies
and means of digital marketing on the modern Internet market does not allow
direct assessment of advertising promotion processes and their effectiveness.
Modeling based on colored Petri nets allows you to approximate the effectiveness
of using certain means of advertising promotion. A new result is the use of
mathematical modeling methods and colored Petri net tools to determine the
optimal means of advertising the goods and services of digital enterprises.
Flexibility and ease of use, combined with the structural and functional characteristics
of Petri nets, help to fully realize the potential of color Petri nets in
terms of versatility in terms of project management of advertising promotion,
implementing structured algorithms for better control and project management.
The developed approach to the management of the advertising promotion project
can be used in the marketing and advertising departments of commercial
enterprises, Internet agencies and advertising firms to justify marketing activities.
Description
Keywords
кольорова мережа Петрі, оптимізація рекламного бюджету, рекламне просування, вебпроєкт, colored Petri net, optimization of the advertising budget, advertising promotion, Web project
Citation
Агутін М. М. Моделювання процесів рекламного просування з використанням кольорових мереж Петрі / Агутін М. М. // Моделювання та інформаційні системи в економіці : зб. наук. пр. / М-во освіти і науки України, Київ. нац. екон. ун-т ім. Вадима Гетьмана ; голов. ред. О. Є. Камінський. – Київ : КНЕУ, 2022. – Вип. 102. – С. 5–11.