THE ISSUE OF PERFORMANCE ASSESSMENT METHODS OF THE COMPANY’S ADVERTISING CAMPAIGN IN THE ORGANIC FOOD MARKET
The authors consider theoretical and methodological aspects of the performance assessment of the company’s advertising campaign in the organic food market. The article represents a matrix of types of advertising campaigns, and the definition of the economic performance assessment of the advertising campaign in relation to the food market. The authors illustrate a review of advantages and disadvantages of performance assessment methods of the advertising campaign, and they conduct applied research: taking into account the economic and mathematical modeling, the authors define the qualitative performance assessment of the advertising campaign using the example of LLC “Mikhailovsky dairy 1” (the Sverdlovsk region, the Ural Federal District), which produces organic products.
Keywords: food market, organic food market, advertising campaign, efficiency of the advertising campaign, performance assessment methods of advertising campaigns.
Galina V. Astratova, Doctor of Economics, Candidate of Technical Sciences, Professor, Director of the Institute of the Quality of Life. - Ural State Forest Engineering University, Yekaterinburg; Irina S. Karabanova, Candidate of Economics, Associate Professor. - The branch of South Ural State University (NRU), Snezhinsk, the Chelyabinsk region; Olga A. Ruschitskaya, Candidate of Economics, Associate Professor, Head of Management and Theoretical Economics Department, Head of Economics, Finance and Management Institute. - Ural State Agricultural University, Yekaterinburg.