Tools of Decision Making in the Field of Strategic Advertisement of Pharmaceutical Enterprises

1Burkynskyi, BV  https://orcid.org/0000-0001-9303-0898
2Sokolovska, ZM  https://orcid.org/0000-0001-5595-7692
2Alyokhin, OB  https:// orcid.org/0000-0001-5209-8036
1Khumarova, NI  https://orcid.org/0000-0001-5255-8004
2Kapustyan, IV  https://orcid.org/0000-0002-4915-7864
1Institute of Market Problems and Economic-Ecological Research, NAS of Ukraine
2Odesa National Polytechnic University
Nauka innov. 2020, 16(2):20-32
https://doi.org/10.15407/scin16.02.020
Section: General Problems of the Modern Research and Innovation Policy
Language: English
Abstract: 
Introduction. The evolution of the modern information and communication technologies contributes to enhancement of advertising strategies, as effective tools of pharmaceutical marketing.
Problem Statement. The need to take into account the nonlinear dynamic nature of advertising processes and presence the influence of numerous stochastic factors in market environment of pharmaceutical enterprises with the impossibility of obtaining an unambiguous analytical solution put forward problem of attracting a special mathematical apparatus for research.
Purpose. To study processes of decision-making in the field of strategic advertising of pharmaceutical enterprises using the apparatus of simulation modeling.
Materials and Methods. The research is based on using multi approach paradigm of simulation in the software environment of AnyLogic. The materials of pharmaceutical company OJSC "Farmak" are used in the course of simulation experiments.
Results. The expediency of attracting modeling methods as tools of making strategic advertising decisions is substantiated. A simulation model-simulator is proposed, developed using a combination of Agent and System-Dynamic approaches on the AnyLogic software platform. The decision-making process is illustrated by the results of various types of simulation experiments. The main areas of use the simulator: monitoring and predicting the reaction of target audiences to product advertising; effectiveness control of research on new and re-releasing existing medicines in response to market reactions and preferences of potential clients; optimization of advertising budget with justification of expediency of its redistribution between original and generic preparations.
Conclusions. The efficiency of using simulation models-simulators as tools for the formation of advertising strategies has been proved. The development can be recommended for implementation by pharmaceutical companies.
Keywords: advertising strategy, model-simulator, pharmaceutical enterprise, simulation experiments, simulation modeling
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