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Information × Registration Number 0224U031631, 0124U002564 , R & D reports Title Formation of digital tools for evaluating the effectiveness of advertising campaigns popup.stage_title Head Olena P. Chukurna, Доктор економічних наук Registration Date 28-05-2024 Organization State University of Intellectual Technologies and Communications popup.description2 Object of research: Formation of digital tools for evaluating the effectiveness of advertising campaigns. Purpose of the work: to form digital tools for evaluating the effectiveness of advertising campaigns. Research methods: the theoretical and methodological basis of research work is a set of general - philosophical and special methods, principles and methods, as well as basic methodological approaches (systemic, process, situational). The work uses the following general scientific methods of theoretical and empirical research: systematic approach; analysis and synthesis; methods of theoretical generalization; methods of induction and deduction; semantic-structural analysis; philosophical-historical analysis; monographic analysis; terminological analysis; method of classification and typology; graphoanalytical method. Specific research methods can also be distinguished: statistical methods and analytical methods. Obtained results: - a methodology for evaluating the effectiveness of marketing strategy and advertising in the promotion of IT products in the digital economy was developed; - the methodical approach to evaluating the effectiveness of marketing activities with pricing based on comprehensive consideration of the quantitative and qualitative characteristics of the product has been improved. Thanks to this, we get a methodical approach that allows us to evaluate the effectiveness of marketing strategy and advertising in the promotion of IT products in the digital economy. Keywords: digital transformation of business; digital marketing; performance marketing; brand marketing; product marketing. Product Description popup.authors Tardaskina Tetiana М. Olena P. Chukurna popup.nrat_date 2024-05-28 Close