Selection of the strategy of placing outdoor advertising of trading enterprises on the basis of the matrix model

The article analyses the essence and significance of strategic planning of advertisement activity and studies theoretical approaches to definition of the "advertising strategy" notion. On the basis of generalisation of theoretical material and empirical experience, the authors form own view on definition of the "strategy of placing outdoor advertising" term, which is interpreted as a subordinate part of the general advertisement strategy of an enterprise and is a concept of placing outdoor advertising, the main component elements of which are the system of goals and tasks, which is set for outdoor advertising, and also the policy of their realisation as an aggregate of approaches and rules of its placement. The article develops and presents a matrix model of selection of strategy of placement of outdoor advertising of trading enterprises, the use of which envisages a preliminary assessment of such parameters as the degree of information availability and loyalty of consumers, duration of the cycle of purchase of commodities or their basic group/groups, realised in a shop, which is also based on a preliminary decision making with respect to the function of outdoor advertising in the process of promotion and its relevant role in the communication mix of a trading enterprise.