MODELLING THE PROCESS OF EVALUATING THE EFFECTIVENESS OF ADVERTISING CAMPAIGNS

The paper considers modeling the process of evaluating the effectiveness of advertising campaigns on social networks and in transport.A structured approach is proposed that covers all key stages -from setting goals to analyzing results.Block diagrams and component charts have been developed to clearly demonstrate the sequence of actions and the relationship between the elements of the campaign.Particular attention is paid to the choice of content format, targeting settings, and methods of effectiveness analysis: comparison with competitors and the raised sales method.The work emphasizes the importance of adapting the advertising strategy to the chosen communication channel and target audience, which allows for increased profitability and effectiveness of campaigns.The proposed approaches can be used as a practical tool for marketers and educational material for students.