Econometric Analysis of the Efficiency of Advertizing: Case Study of Telecommunication Company

Abstract

The article covers applied research results of advertising influence on key business indicators estimation through econometrics methods considering Russian data specific. Detailed analysis of advertising efficiency concept is provided; modern principles of advertising exposure planning, which perceive advertising expenditures as an investment aiming on business indicators development are widely discussed.

Key steps of the methodology are described on case of real telecommunication company operating in Russia.

Information sources and the most employed types of surveys on Russian and international markets are overviewed.

The results of introduced approach provide not only insights regarding post-campaigns efficiency evaluation, but also form the basis and leanings for further strategic and tactical communication efforts planning.