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Evaluation of the effectiveness of marketing campaign. The case of sponsorship campaign of lay's strong

Student: Kochergina Elena

Supervisor: Kirill L. Rozhkov

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p align="center"><strong>The summary to Kochergina Elena&#39;s final qualified work: &quot;An assessment of efficiency of marketing campaign on the example of sponsor&#39;s campaign of Lay&#39;s Strong&quot;</strong></p><p>&nbsp;</p><p>In the conditions of an unstable economic situation, a top management of the Russian companies is compelled to report more and more in details about the spent means to shareholders therefore the assessment of efficiency of an advertizing campaign becomes one of key aspects of activity of the marketing specialist.</p><p>The analysis of existing literature according to efficiency of an advertizing campaign elicited that fact that despite abundance of existing techniques and approaches to an assessment, concrete cases where the complex assessment of efficiency of an advertizing campaign practically would be considered don&#39;t exist. In the majority of works methods of an assessment and the received results are considered separately from each other, isn&#39;t drawn any conclusions about their coherence. From the point of view of the author, complex approach is necessary when the advertizing campaign pursues some aims, both economic, and communicative. This work represents a practical case in which the real advertizing campaign is considered and an attempt of its complex analysis from the point of view of economic and communicative efficiency is made.</p><p><strong>The purpose of work can be formulated as follows:</strong> assessment of economic and communicative efficiency of an advertizing campaign of a brand of Lay&#39;s Strong &quot;We argue on foamy, we go on the final! &quot;. For achievement of a goal it is necessary to solve a number of specific objectives:</p><p>&Oslash;&nbsp;&nbsp; to Give definition to &quot;efficiency of an advertizing campaign&quot;, used in this case.</p><p>&Oslash;&nbsp;&nbsp; to Define research borders which will serve as restrictions at an assessment of efficiency of this advertizing campaign.</p><p>&Oslash;&nbsp;&nbsp; to Carry out the critical review of existing literature for the description of existing approaches to an efficiency assessment.</p><p>&Oslash;&nbsp;&nbsp; to Reveal shortcomings of existing techniques of an assessment of the efficiency, PepsiCo applied in campaign.</p><p>&Oslash;&nbsp;&nbsp; to Define system of indicators which will serve as criteria of efficiency of an analyzed advertizing campaign, according to goals and problems of campaign.</p><p>&Oslash;&nbsp;&nbsp; to Define a method (methods) of an assessment of efficiency.</p><p>&Oslash;&nbsp;&nbsp; to Collect the necessary data demanded for research.</p><p>&Oslash;&nbsp;&nbsp; to Carry out an assessment of economic efficiency and psychological influence of an advertizing campaign.</p><p>&Oslash;&nbsp;&nbsp; to Analyse the received results and to output the recommendations submitted on improvement of process of an assessment of efficiency, and also the recommendations submitted on increase of efficiency of advertizing campaigns for a brand of Lay&#39;s Strong.</p><p><strong>Object of this research</strong> is the advertizing campaign of a brand of Lay&#39;s Strong &quot;Argue on the foamy! We go on the final! &quot;. <strong>Subject of research</strong> &ndash; the economic and communicative indicators of efficiency used at an assessment of an advertizing campaign.</p><p>For an assessment of economic efficiency internal data of the company on sales, profit and a margin on goods, and also the custom-made research are conducted by the Nielsen company for the Lay&#39;s company, and also the report on audit of retail trade were used. On the basis of the obtained data indicators of additional commodity turnover, and also ROI coefficient were calculated.</p><p>For an assessment of communicative efficiency poll which captured 900 people from 6 cities was carried out.</p><p>The main recommendations about improvement of process of an assessment of efficiency are presented in the third chapter in the Lay&#39;s company, and communication policy for Lay&rsquo;s Strong brand in particular.</p><p>In the conclusion extent of achievement of goals is analysed.</p><p>In the appendix the design of the questionnaire for poll, and also the communication card of an advertizing campaign of Lay&#39;s Strong is displayed.</p>

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