THE MODERN METHODS AND TECHNIQUES USED FOR ANALYSIS OF ADVERTISING MESSAGE EFFICIENCY

Tatiana GAUGAŞ Academia de Studii Economice din Moldova

Abstract

This article refers to the importance of the efficiency analysis of the advertising activity the companies are developing and using nowdays. The advertising is very widely used and still remains one of the most efficient way of promotion, but with the economic crysis the world is facing, with the increasing role of nontraditional forms of promotion and with the continious changes in consumer behavior and reactions toward different advertising campains, companies are intrested to use various methods and techniques to measure the advertising efficiency. The article describes the most widely used methods in contemporary advertising. Keywords: advertising, methods and techniques of advertising efficiency evaluation, folder tests, memory, surveytests.