The use of display advertising enables companies to reach target audience and show them your ads on specific sites, which increases sales. In particular, YouTube video ads can reach a wide audience and attract many customers. One of the most important issues in the development of display advertising is the analysis and modeling of advertising reviews from media advertisements and practical tools with the aim of takingsynergistic effects of advertising reviews. The purpose of the paper is to research the synergistic effects of advertising reviews in the system of successive advertising display. The study used a statistical analysis of empirical data, in particular statistics of annotations of video clips demonstration; viewing a video clip, and also approaching ad rotation time series using the Fourier series. The synergistic effects of advertising reviews in the system of successive advertising display are revealed. The approximation of time series of advertising reviews in the synergistic system of successive advertising display is presented. The analytical periodic function of advertising reviews, which takes into account manifestation of the short-term current effect of video advertising messages, is developed. The functions of advertising reviews in the Fourier series are presented, which allows to simulate video advertising messages as a reaction in the form of revision annotations in media advertising.
The global financial market is undergoing transformational changes under the growing influence of innovative factors. Such changes are due, in particular, to the concentration and scaling up and diversification of the structure of financial services, the renewal of the financial sector on the basis of FinTech operations and blockchain technologies. This requires taking into account the impact of innovation factors on the transformation of the financial market in the dimension of FinTech. The study aims to identify the imperatives of global financial innovation and show ways to develop innovative models in the interpretation of S-curves for next-generation products using new technologies when key technologies on the previous S-curve become obsolete. Also, the matrix of financial innovations is presented and the synergy of its innovation models is proved.The results of the study are to prove that each of the presented models is not independent, it evolves and develops itself, as well as affects other models. This made it possible to identify prognostic pathways for the development of innovative models in their synergy in the form of two-ring motion. Thus, the study emphasizes the need for further research aimed at developing innovative models that will determine strategic decisions in the formation of innovation imperatives.
Analysis of the choice of potential entrants’ choice of Kyiv National Economic University named after Vadym Hetman (KNEU). We represent key influential factors of choosing KNEU named after Vadym Hetman by entrants: Motivational and Prestigious, Demographic, Geographical, Psychographic, Social. The article presents the key factors, hypotheses confirmation and segment identification of the applicants who choose university. We build up the system of potential factors quantity of choosing KNEU by entrants on the basis of the above-mentioned hypotheses. This structured hierarchical scheme has 5 levels. Construction of the potential factors’ magnitude of choosing KNEU by entrants.For building up the abovementioned potential factors quantity system of choosing KNEU by entrants it was realized the survey by questionnaire for each of the presented factors within KNEU annual survey of first-year students entitled “Motivational factors of university entrants before entering the university”. The results of the survey, which was conducted in 2007, 2011 and 2017 for each item in all levels of the hierarchical scheme, were processed. In the three-dimensional Cartesian coordinate system, it was selected the axes are, which correspond respectively to the values of specific, relevant and potential factors for choosing KNEU by entrants. We presented in geometric interpretation the potential of choosing KNEU by respondents in the form of rectangular parallelepipeds. The modern knowledge economy requires a modern system of proficiency competencies. That’s why the most successful universities focus on instruments of higher education quality, realize educational programs' modernization on the base of student-centred education philosophy and build up a new system of the social network in the direction of social responsibility projects and business partnership with the academic community
The model of estimation of effective minimization of strategic risks arising at modernization of the software of legacy production systems is presented. It is shown that incompatible hypotheses of strategic risks of the enterprise in the digital economy form a complete group of pairwise incompatible independent events, and their probabilities are found by mathematical methods of processing an inversely symmetric matrix, made by experts in pairwise comparison on a 5-point scale of relative importance errors of calculations of the constructed matrix (no more than 15 %). For these matrices, solutions of characteristic equations are found to determine the maximum values of the eigenvalues of matrices, which appear in the assessment of the adequacy of composite expert matrices together with the corresponding orders of matrices. To substantiate the statistical measurement under the condition of quantitative or qualitative assessment of the risk of occurrence of events, the a priori value of the probabilities of occurrence of risk in the occurrence of events is taken. The full probability formula is the formula for the probability of occurrence of an event of effective minimization of strategic risks. It is shown that to determine the a priori values of conditional probabilities of hypotheses of effective minimization of strategic risks of the enterprise it is necessary to make statistically significant sections of these hypotheses at selected enterprises for several periods, which may be subject to statistical distribution laws. Thus, the presented model for quantitative measurement, comprehensive analysis of the level of software modernization of legacy production systems of the enterprise is the initial theoretical basis for improving the system of strategic management of the enterprise in terms of digitalization.
Establishing effective cooperation between the manufacturer and reseller as vertical marketing channel participants implies the effective mechanism for the development of the main strategies of their business behaviour, such as price and expenditure forming for the joint promotion of the product. This provides the manufacturer and reseller the ability to select the most appropriate business game scenarios to maximize their profits in the short and long-term perspectives. This issue is relevant in the practice of distribution channels functioning. The purpose of the study is defining the optimal parameters values of expenditure function reaction for the compatible advertising, which will help to maximize the profits of both distribution channel participants. The research takes into account the statistical analysis of empirical data, in particular, data on average monthly sales volumes, as well as retail price for the unit of the product of the manufacturer enterprise. Besides, the paper presents a numerical experiment on the possible values of the advertisement expenditures parameters’ function, calculated on the basis of effectively selected range and step change. It was mathematically substantiated and defined the solutions of Stackelberg's business game, which implies functioning of the manufacturer equilibrium. A numerical experiment was conducted to maximize the possibilities of the manufacturer’s profitability features, reseller and marketing channel from the point of pricing strategies formation, and expenditure strategies for joint advertising of the both participants of the goods turnover channel. Stakelberg's variant of a business game is found to be optimal for the manufacturer, in which the percentage of its participation in the reseller’s expenditures on the joint advertising is non-zero. The obtained results can be the initial information base to form recommendations on possibilities of Stakelberg’s business game application in comparison with other variants of theoretical and game models of marketing channels’ participants interaction
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