Trutneva E.A. Advertising Communication Channels’ Efficiency Evaluation. // Economics of contemporary Russia 2014. ¹1
(64) Ñ.87-102.
The
approach of communication efficiency estimation in terms of business
development indicators is presented. It includes dimension reduction method
initially developed for interindustry interactions models (Ershov 2008). The
article also contains pros and cons of other methods allowing regression
estimation with many multicollinear explanatory variables and overview of
Russian marketing data specific, which serves an information basis for
communication efficiency evaluation. The approach is illustrated by an example
of à fast moving consumer goods, which was promoted involving over 20
communication channels. Described approach allows obtaining all of these
channels’ efficiency in terms of sales.
Keywords: return
on marketing investments, multicollinearity, dimension reduction.
