ОСОБЕНОСТИ ПРИ ИЗМЕРВАНЕ ЕФЕКТИВНОСТТА НА МАРКЕТИНГОВИТЕ КОМУНИКАЦИИ
PECULIARITIES OF MEASURING THE EFFECTIVENESS OF MARKETING COMMUNICATIONS

Summary/Abstract: The role of communication in modern businesses has become more important because this is the way to create a corporate image. This is how the company differentiates itself against the competitors on corporate and brand level. The purpose of the study is to present the peculiarities of marketing communications in terms of their measurement. The focus is the linkage of objectives and outcomes as well as the differences between the measurement of traditional communications and communications in the digital world. Measures are considered, in the light of the specific features of the individual communication tools. The thesis statement is that SMART objectives must be set before conducting a relevant analysis of marketing communications. The accent is placed on the requirements for measurability, relevance and timing of outcomes.

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