Improvement of the Methodical Approaches to Evaluation of the Tourism Advertising Campaign Effectiveness

Alexey Igorevich ROMANENKOV; Ilya Viktorovich KUTIN; Kostyantyn Anatol'evich LEBEDEV; Liudmila Mihaylovna GRZHEBINA; Oskar Viktorovich SHIMANSKIY

doi:10.14505//jemt.v8.2(18).17

Alexey Igorevich ROMANENKOV Russian State Agrarian University - Moscow Agricultural Academy named after K.A. Timiryazev (MTAA), Moscow, Russia
Ilya Viktorovich KUTIN Institute for Tourism and Hospitality, Moscow, Russia
Kostyantyn Anatol'evich LEBEDEV Institute for Tourism and Hospitality, Moscow, Russia
Liudmila Mihaylovna GRZHEBINA Russian State University of Physical Education, Sport, Youth and Tourism (SCOLIPE), Moscow, Russia
Oskar Viktorovich SHIMANSKIY The Russian Presidential Academy of National Economy and Public Administration (RANEPA), Moscow, Russia

DOI: https://doi.org/10.14505//jemt.v8.2(18).17

Abstract

It is established that methodical approach to full assessment of efficiency of advertising campaign can have three stages. The first stage includes assessment of advertising campaign efficiency through the analysis of advertising activity with account of additional factors. The second stage includes assessment of advertising campaign efficiency on the basis of particular, generalising and complex efficiency factors. The third stage implies full assessment of the process of advertising campaign efficiency management through the assessment of the company’s advertising position. A research has shown that general criterion of advertising campaign efficiency should be supplemented with a system of organizational and economic factors.

Reliability of the presented methodical approaches to assessment of advertising campaign efficiency in tourism is confirmed by the introduction of the stage of nominal definition of advertising budget, in other words definition of usage directions of advertising efforts on the basis of singling out and justifying the necessity of certain types of advertising for a tourism company in a particular advertising cycle and creation of reserve fund for advertising campaigns.

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