Study of the Effectiveness of Advertising Placements on the Example of LLC «Lenta»

In the modern world, it is difficult to imagine a private or state company that operates without any advertising means. Small, medium and large businesses actively use advertising communications, as they allow to stimulate users, to form specific perception of a company or a product in eyes of the audience etc., but at the same time it increase the costs of the organization. In addition, the problem of evaluating the effectiveness of advertising investments appears. This work is aimed at solving specific problems, which was discovered during the internship at the LLC “Lenta”. The advertising department of the company lacks objective data on the economic effect of posted advertising messages and information about the perception of advertising by customers of retail chains. Now, the advertising department provides services for the placement and dissemination of advertising, but does not track the results of the promotion activities. In compliance with stated problem, the goal of this paper is to investigate the perception of the advertising by the visitors of hypermarkets of retail chain Lenta and to create a base econometric model for advertising economic effect evaluation. The title of the work is as follows: “Study of the Effectiveness of Advertising Placements on the Example of LLC Lenta” To achieve the goal, a number of tasks were accomplished. There is detailed information about the activities of LLC “Lenta” and the advertising department in the first chapter, The second chapter is devoted to the study of advertising effectiveness and its evaluation The third chapter is devoted to the description of a research that was held, consisting a regression analysis of sales, based on data from “Lenta” and a survey among visitors of the hypermarket at Savushkina St. 112. The results of the survey and data analysis are described in details and a number of recommendations to improve advertising efficiency are developed.