The indicators for complex evaluation have been justified based on the analysis of indicators of advertising campaign effectiveness. Indexes which connect the costs and benefits for advertising instruments have been defined. The features of calculating of the effectiveness Internet and outdoor advertising have been considered. The system of indicators for communication and economic evaluation has been proposed and practical calculations of the efficiency of advertising activities for complicated product have been carried out.

2010_05 Resh
2012-12-14  323.72 KB  1706

Tags: advertising • communication efficiency • economic efficiency • efficiency index • complicated product