FEATURES OF THE FUNCTIONING AND EVALUATION OF THE EFFECTIVENESS OF ADVERTISING AGENCIES IN THE REGIONAL MARKET

Korotkikh Irina Yurievna

The article describes the factors affecting the effectiveness of advertising agencies in the regional market. These factors include: the specifics of the advertising industry, advertising technologies, media and advertising products, and ways to provide advertising services. The definition of the advertising distribution channel is an association of market actors who participate in the production and promotion of advertising information. The concept of the «advertising industry» is revealed and its components are characterized. It is proposed to consider «advertising product» as a set of advertising strategy, media plans, texts, slogans, advertising ideas, brands. The article describes the characteristics of indicators for evaluating the effectiveness of advertising agencies, provides a justification for the methodology of their calculation based on the analysis of financial indicators, tangible and intangible assets of the advertising agency, the application of quantitative and qualitative methods.

Keywords:advertising, advertising channel, efficiency, advertising agency, advertising industry, efficiency evaluation