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Financial Analytics: Science and Experience
 

Development of analytical procedures for evaluation purposes and monitoring of advertising projects

Vol. 9, Iss. 46, DECEMBER 2016

PDF  Article PDF Version

Received: 18 November 2016

Received in revised form: 30 November 2016

Accepted: 13 December 2016

Available online: 21 December 2016

Subject Heading: MONITORING OF ECONOMIC PROCESSES

JEL Classification: C20, D21, M37, M40, O22

Pages: 45-60

Kerimova Ch.V. Financial University under Government of Russian Federation, Moscow, Russian Federation
kerimova_cv@mail.ru

Importance The research investigates how analytical procedures evolve for purposes of evaluation and monitoring of advertising activities that businesses carry out. The article puts special focus on the development of a set of indicators that is advisable for analysis and monitoring of advertising efficiency.
Objectives The research develops analytical procedures for evaluation and monitoring of advertising projects.
Methods The research applies a combination of methods for economic and statistical analysis, i.e. methods of grouping, matrix and graphic presentation, quantitative and qualitative analysis, methods of synthesis and analysis of economic data.
Results Having examined the theory and practice of advertising business, I found principal groups of efficiency indicators of advertising projects. Synthesizing indicators of psychological, communicative and commercial efficiency of advertising activities, I systematized key approaches to determining the economic efficiency of advertisement, identified quantitative and qualitative research methods, and examined their strengths ans weaknesses. I devised indicators and criteria to evaluate economic efficiency of advertising projects.
Conclusions and Relevance The proposed procedures for efficiency evaluation and monitoring of advertising projects will help companies carry out advertising policies more effectively, become more viable and competitive in today’s turbulent economy.

Keywords: advertisement, analysis, evaluation, efficiency, control

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