Uman NUH | today: 04/14/2024
| Author(s) | Prokopchuk O.T., Candidate of Economics, , Uman National University of Horticulture, Ukraine | ||
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| Category | Economics | ||
| year | 2022 | issue | Issue number 100. Part 2 |
| pages | 121-131 | index UDK | 368: 659.1 | DOI | 10.31395/2415-8240-2022-100-2-121-131 (Link) |
| Abstract | The development of insurance relations in Ukraine at the present stage is characterized as the development of technology and increased competition in the financial services market, requiring insurers to find modern, low-cost and efficient channels of insurance products. Therefore, the main principles in the management of the insurance organization are the principles of marketing, research of the insurance market and influence on it in order to obtain the maximum profit of the insurer. The successful operation of any insurance organization depends on its effective management through a marketing system. The role of advertising in modern society in general is quite high. In this regard, the growing importance of managers' knowledge of the role of advertising in modern society and the principles of behavioral attitudes in this field of professional activity. The use of marketing communications and the development of methods of advertising is typical for all areas of the domestic economy. Therefore, the effectiveness of insurance companies due to the specifics of the industry largely depends on the structure and planning of advertising activities and the choice of advertising strategy, forming a stable demand for their products. The key goal of advertising in the insurance business is to increase the income of insurance companies operating in the insurance market by increasing demand for insurance services or insurance products sold. It is determined that advertising in the insurance business is a set of organizational and technical advertising activities aimed at creating and maintaining the required level of sales of insurance services, rapid response to changing market conditions, taking the necessary measures to neutralize competitors, ensuring a positive image of insurance companies. The key goals of advertising directly follow from the communication policy of the insurance organization, which is determined by the marketing strategy. The current situation in the market of insurance services encourages insurance companies to constantly improve and promote their activities, while using various models of advertising management. The peculiarities of advertising in insurance activities are primarily related to the specifics of the product of the activity. It is determined that the effectiveness of advertising management in the insurance business largely depends on the information support of management decisions. The latter must be formed on the basis of a systematic approach using information systems and technologies. | ||
| Key words | insurance, insurance organization, insurance business, marketing, advertising, information systems and technologies | ||