Abstract:
The article investigates information and communication factors
providing the competitiveness of agricultural enterprises. The authors
proposed a logical sequence of acquisition of agri-food products to
potential consumers. It was developed and based on an example of a
particular company, approved the methodical approach to determining
the cost-effectiveness of advertising campaigns. In addition, it was
fulfilled the author's approach to build rate effectiveness in presenting
information by the farms. It was established that the improvement of
marketing communications complex should be a comparison of
economic efficiency indicators of psychological effectiveness, and
identify of the most effective communication media appeal
