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National Interests: Priorities and Security
 

Performance evaluation of investment in internet advertising

Vol. 10, Iss. 23, JUNE 2014

Available online: 12 June 2014

Subject Heading: PROBLEM. RESEARCH. SOLUTION

JEL Classification: 

Pages: 49-55

Panarina A.S. Limitation liability company with "Adlabs", Dubna, Russian Federation
aspanarina@gmail.com

The article is devoted to some aspects of the effectiveness evaluation of advertising campaigns. The method of accounting of multichannel sequences, considered by the author, allows to make a sophisticated analysis of advertising campaigns and consider the contribution of each channel on all stages of the consumer's decision to purchase the advertised product. The data derived from this analysis may be served as a basis for making decisions about investments in one or another advertising channel.

Keywords: performance evaluation, investment, advertising, advertising, entrepreneurship, potential consumers

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