Terminological aspects of marketing communications and evaluation of their effectiveness and efficiency

The article provides a comparative analysis of the definitions of the term "marketing communications", the author's definition of the term, as well as existing approaches to the formation of a marketing communications system, a plan for building a marketing communications system, and highlights the main factors influencing the effectiveness and effectiveness of a communication strategy. Based on the studied materials, the author's approach to defining the marketing communications system was proposed, including a comprehensive analysis of the target audience and communication channels. In addition, the main criteria and indicators for evaluating the effectiveness and cost-effectiveness of marketing communications were considered. The main performance indicators such as CTR, CR, CPA, LTV, Churn Rate and economic efficiency — ROI were highlighted, allowing to analyze the effectiveness and efficiency of various marketing tools.