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Internet advertising: the specifics, tendencies of development and impact on sales

Horbal N., Naychuk-Khrushch M., Orlykova B.

ECONTECHMOD : An International Quarterly Journal on Economics of Technology and Modelling Processes

2017

Vol. 6, No 1

37--46

The article is aimed at the disclosure and analysis of the role and place of the Internet tools in advertising and promoting of goods and services by marketers and their impact on sales. So, the article determines the essence of advertising on Internet, theoretical, methodological and practical issues of development and functioning of Internet advertising and, in particular, the use of Internet advertising as the means of promoting products and services. The development of online advertising is analyzed in global and national scope and trends are highlighted. Also, the forecast of total worldwide retail Internet sales till 2020 (which is expected to increase twice) is represented. The model of main features, which characterize Internet trade and marketing, is designed by the authors and represented. The main and most innovative Internet advertising instruments are described and characterized. The issues related to the differences between means, types, advantages and disadvantages of the Internet marketing were described. Also the main advantages (benefits) and challenges (difficulties) of Internet tools for advertising and promoting products are described, detailed and ranked by their importance for business. Thus, it was found out that the main risks and difficulties of the Internet tools for advertising and promoting products are: cyber risks, high competition and the choosy behavior of consumers. Those factors deserve close attention from the marketers.

Double-sided analysis of the labor market in Ukraine: graduates’ and employers’ view

Horbal N., Shpak M., Shpak Y.

ECONTECHMOD : An International Quarterly Journal on Economics of Technology and Modelling Processes

2016

Vol. 5, No 1

27--34

The current state of the labor market in Ukraine is researched. A lot of processes are irregular and uncontrollable as a result of shadow or informal employment at the market nowadays. Different structural and cyclical influences caused high unemployment and a gap between labor market needs and labor force qualification and education. The impact of the political crisis on employment has been related to a large and growing internal flow of people leaving the areas of warfare and looking for new jobs. The migration of the working age population to other countries has accelerated over the last years. Thus it is important to increase the economic activity of young people by reduction of imbalance between supply and demand for labor, reduction of shadow employment, labor migration of young people. The problems and difficulties for university graduates in the job search and difficulties for employers related to hiring educated young people in the conditions of considerable supply of labor in the Ukrainian labor market are analyzed. The gaps of labor demand and supply are considered from two directions: graduates’ view – challenge of finding jobs for young people; employer’s view – complexity of the employee selection with a high employment potential and an adequate psychological portrait. The measures for preventing and solving the mentioned problems are proposed, among them innovative ways of interviewing and an algorithm for employers for finding highly skilled workers. It is stressed that the problems of employment in Ukraine can not be addressed in isolation from the global processes on the world labor market. The Association between Ukraine and the EU may have a significantl influence, increasing the number of migrant workers and mobility.