MODEL ASSESSMENT OF ADVERTISING CAMPAIGN EFFICIENCY IN THE CONDITIONS OF DIGITALIZATION

Анотація

The article is devoted to the study of modern changes in advertising campaign processes in the conditions of digital transformation. A methodology for evaluating the results of an advertising campaign is proposed, which is based on the assumption of a synergistic nature of this process.It has been established that a multi-channel advertising campaign that does not involve a strong integration of individual channels (additive interaction) is not effective enough in some cases. Such an actual organizational form of an advertising campaign as an omnichannel campaign, the implementation of which allows influencing such important results as market share and, as a result, profit, due to greater client orientation (satisfaction of client needs), is studied in detail. The in-depth integration of omnichannel advertising campaign processes was reflected in the multiplicative form of the interaction model. It is characterized by the high efficiency of joint sustainable development even in situations when one of the advertising channels works with less efficiency. This can be explained by the emergence of a pronounced synergistic effect, which is consistent with the results of research by other scientists and practitioners and confirms the effectiveness of omnichannel advertising campaigns. Keywords: advertising campaign, multi-channel advertising campaign, omni-channel advertising campaign, digitalization, efficiency.

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