INFORMATIONAL AND COMMUNICATION COMPONENT OF PROVIDING THE COMPETITIVENESS OF AGRARIAN ENTERPRISES

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