Агутін, Михайло МихайловичAhutin, MykhailoАгутин, Михаил Михайлович2023-04-052023-04-052022Агутін 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. 5–11.2616-6437https://ir.kneu.edu.ua:443/handle/2010/39750The 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.ukкольорова мережа Петріоптимізація рекламного бюджетурекламне просуваннявебпроєктcolored Petri netoptimization of the advertising budgetadvertising promotionWeb projectArticle659.1