Abstract:

The problem identification and analysis of the effectiveness of advertising is very relevant, as the quality and effectiveness of advertising depends on the reliability of measurement of its results. Advertising is an important tool for revitalization of demand for goods, although it is not the only tool. Therefore, it is difficult assess its role in the increase of demand. Also advertising can be aimed not only at stimulation of demand. It should be kept in mind that, in addition to commercial effect, advertising has a social effect as well. The advertiser needs to organize monitoring of the effectiveness of advertising. It provides information on the appropriateness of advertising and the impact of its individual means as well as to determine the optimal conditions for the impact of advertising on potential consumers.