Features of the Assessment of Multidirectional Risks of Investing in Advertising

Abstract

In the modern realities of the development of the marketing concept, the features of investing in one of its key elements - advertising are considered. To ensure competitive positions in the market and increase the effectiveness of the marketing activities of organizations, a prerequisite is the use of modern advertising tools and techniques. The conceptual significance and the need for investing in advertising in modern conditions of the functioning of world markets are emphasized. It was found that to increase the share of customer loyalty, company and brand recognition, it is necessary to invest in advertising and its development. The necessity of the formation and implementation of advertising and investment projects that ensure the achievement of strategic goals and marketing effectiveness is substantiated. The relationship between the risks of advertising projects and the risks of investing in large projects is theoretically justified and determined. In contrast to existing approaches, the author carried out a statistical analysis of the financial data of Procter & Gamble and PepsiCo, Inc. to confirm the theoretical justifications, which allowed us to conclude that the risks of investing in the organization's strategic goals are covered by its profitability. It turned out that the risks that determine the results of business projects are largely determined by the success / failure of the introduction of innovative goods, services, products, which in turn directly depend on the quality and effectiveness of the advertising company. The main results of the study of the characteristics of advertising risks in the organization of effective marketing activities and the implementation of investment projects are presented. A methodological approach to assessing advertising risks in a close relationship with advertising objects and investment risks in advertising objects and advertising itself is conceptualized and formed. Methodological approaches to the assessment of advertising risks are formulated and proposed, which are based on an algorithm for correlating absolute advertising investments with the actual size of investment investments in projects, which will ensure management effectiveness in order to minimize the level of risks and rationality. Managerial decisions in the field of marketing.