Abstract

In this article, we propose to improve the efficiency of transport companies by managing information and advertising activities to promote material flow. In this research, within the framework of planning the supply of consumer goods in cities, we offer the following alternative supply schemes: the direct goods delivery and delivery through distribution centres. In order to choose a rational supply scheme as a criterion of efficiency it was proposed to use the total delivery cost including the information and advertising component. The research also provides the methodology for determining the maximum effect of advertising activities by road transport companies. In addition, an example of developed advertising packages with the minimum and maximum advertising costs is given. The measures proposed in the research will allow developing a program to stimulate demand for transport services and increase the competitiveness of road transport companies in the transport market. Document type: Article