The Effectiveness Evaluation of Investments in Marketing Communications: the Influence on Tangible and Intangible Assets's Growth in the Company

Student: Zagvozdina Anastasiia

Supervisor: Igor V. Lipsits

Educational Programme: Marketing (Master)

Final Grade: 7

Year of Graduation: 2017

The present study is devoted to the issue of studying the evaluation of the effectiveness of investments in marketing communications on the basis of its impact on the company's tangible (financial) and intangible assets. Using the example of a real advertising campaign consisting of the Integrated Marketing Communications complex, with the help of the generated model, its impact on the growth of the company's assets was assessed. This study contains a detailed description of algorithms and calculations of performance indicators, shows the result of the conducted advertising campaign and gives direction in the further development of the model for assessing the effectiveness of investments in marketing communications.

Full text (added May 22, 2017)

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