Assessing the Economic and Communicative Efficiency of Advertising in Mobile Applications

Modern advertising market is growing rapidly not only due to increasing marketing budgets, but also on account of improving effectiveness of using advertising tools, costs optimization and modernization of advertising platforms. Advertising market is always among the first ones, that explores new digital technologies. Consequently, every year more and more campaigns are held totally online by using different digital marketing tools. The aim of this bachelor’s thesis is to define a methodology of effectiveness assessment of advertising campaign. In order to develop and describe methods of effectiveness measurement, the case study of an advertising campaign for a real company – IT-startup “Kickcity” – was held. In this paper, quantitative and qualitative methods of research are used. The paper consists of two parts. In the first part theoretical approaches to development of advertising campaigns are demonstrated and methods of effectiveness evaluation of mobile applications’ advertising campaigns are studied. The classical methods of communicative and economic efficiency are outlined. The analysis of discovered methods is conducted and the most relevant approaches are chosen for implementing in practice. The second part includes practical development of methodology for creating an advertising campaign for mobile application “Kickcity”. The results of campaign are predicted and its effectiveness is assessed. The advertising strategy is developed and the tools for its realization are identified. Next, calculations of results are carried out and expected performance indicators are compared to real ones. The results of this research have practical value and are relevant for marketing and advertising specialists, who use digital channels and tools for advertising, especially in IT companies.