Shevchenko Dmitrii Anatolevich
Doctor of Economics, Professor, Head of Marketing and Advertising Honorary member of the Guild of Marketers
Russia, Russian State University for the Humanities
This paper aims to study the theoretical justification for the means and methods of communication effectiveness of advertising, which are used in research and the real practice of communications companies. In this paper, advertising is seen as part of the communication process.
Advertising, communication process, marketing communications, the target audience, and communicative approaches, evaluation methods of advertising effectiveness, quantitative and qualitative methods of evaluation of communicative effectiveness of advertising.
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