Modeling the Processes of Managing the Advertising Budget ofan Electronic Trading Platform

Abstract

The paper presents the possibilities of using system-dynamic modeling to manage the advertising budget ofan electronic trading platform. A model has been developed and its mathematical description is given. Computer experiments have been carried out corresponding to various configurations of the advertising budget (distribution between different target groups) with the calculation of such efficiency indicators as profitability, total costs due to irrational advertising costs, and the cost ofattracting one client. © 2022 American Institute of Physics Inc.. All rights reserved.