Ways of Increasing Economic Efficiency of Media Advertising in the Russian Market Based on International Experience (on the Example of Top-5 FMCG Companies)

Advertising costs of companies around the world are growing year after year, so the issue of economic efficiency of advertising is crucial for most of them. In conditions of crisis on the Russian market of consumer goods, companies need an increase in advertising efficiency, since it can promote sales growth while maintaining the current level of the advertising budget. The purpose of the paper is to identify ways of increasing the economic efficiency of advertising in the media on the Russian market, taking into account international experience. To achieve this, the media advertising expenses of the largest FMCG companies on the Russian market were analyzed and the economic efficiency of advertising on television was estimated for the five largest FMCG companies. Next, a comparison was made between the effectiveness of advertising on television of Russian and international FMCG companies, and it helped to find directions of its increase, taking into consideration both Russian and foreign experience. The result of the study is a list of recommendations to both Russian and international companies, the implementation of which can contribute to improving the efficiency of advertising on the Russian FMCG market.