| Article |
|---|
| Article name |
APPLICATION OF THE BASIC METHODS OF COMPETITION ASSESSMENT TO THE STUDY OF ADVERTISING MARKET IN RUSSIA |
| Authors |
Katernyuk A.. applicant, akmedia4@mail.ruSalov A.. candidate of economic sciences, associate professor, salovan@rambler.ru |
| Bibliographic description |
|
| Category |
Economics |
| DOI |
338.242.2 |
| DOI |
10.21209/2227-9245-2019-25-3-96-106 |
| Article type |
scientific |
| Annotation |
The advertising market in our country has gone through several main stages: from the reform of centralized media; creation of the first universal advertising agencies; Association of disparate media and niche advertising agencies in large complex integrated advertising groups. In the early 2000s, the world\'s largest advertising holdings (BBDO, Saatchi, etc.) came to the Russian market, which brought “Western service” and initially specialized in servicing the largest Western companies that created their offices in Russia (Mars, Wrigly\'s, Nestle, Procter&Gamble, Toyota, etc.). These major Western companies eventually (partially) left our country, and partially created integrated companies with Russian advertising groups.
This article attempts to assess the state of the advertising market in Russia (formed in late 2018 – early 2019) by applying quantitative methods of assessing competition, which are more typical for the assessment of classical commodity markets.
The authors set such tasks as: to give the basic definitions necessary for understanding the mechanism of competition in different markets; to consider the state of the advertising market of Russia and the position of the main participants (players) in this market; to give an overview of the main tools for assessing competition; to apply “classical” tools for assessing competition to assess the concentration and competition in the advertising market of Russia; to summarize the results of the calculation of individual coefficients by creating a common (average) indicator of competition evaluation; to draw conclusions about the applicability of such methods of calculating competition in relation to the advertising market of Russia
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| Key words |
Key words: advertising market; segmentation; competition; market research; market functions; model development; advertising budgets; market concentration ratio; market share; the ratio of the relative concentration |
| Article information |
Katernyuk A., Salov A. Application of the basic methods of competition assessment to the study of advertising market in Russia // Transbaikal State University Journal, 2019, vol. 25, no. 3, pp.96-106 |
| References |
References
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