Měření efektivnosti reklamy

Abstract

The article is aimed at problems with measuring efficiency of advertising. The article is divided into several parts which are tied together and proceed from the complex notion of effectiveness to the specific problems of efficiency focusing on measuring advertising efficiency. The first part of the article is devoted to the analysis of the notions related to effectiveness, especially determination of the role of effectiveness in terms of its complex conception and all its forms: • effectiveness in neutral meaning, • effectiveness as expediency, • effectiveness as efficiency, • effectiveness as profitability, • economic efficiency, • total effectiveness, • prosperity. The analysis of notions such marketing communication, advertising, advertising campaign, publicity action has been carried out, too. The theoretic objectives of the thesis are completed by different approaches to measuring advertising efficiency according to the particular literary sources and authors, such Tellis, Pelsmacker, Horáková, Lyková, Dayan, Schultz, Kinnear, Taylor, Vysekalová and others. The theoretic objectives of the thesis are followed by the research where the contemporary situation in measuring advertising efficiency in business practice is surveyed, especially in these businesses: • small, middle-sized and large companies, • advertising agencies, • research institutes, • media agencies, • marketing agencies. At the end of the article the used methods of measuring advertising efficiency has been outlined. It is obvious that the methodology, method database and the advertising audit must be adapted to the particular conditions in companies namely from the macro- and micro- environment view, e.g. company size, sector, marketing and advertising strategy, used advertising media, communication aim, advertising budget, target group, etc.