ECONOMIC GROUNDS OF INVESTMENTS INTO ADVERTISING

The problem of justification of advertising expenses is that often they are not considered as investment, thinking that they have a short-term character and are inevitable, necessary expenses. Besides, it is rather difficult to allocate the pure effect from advertising because the change of sales amount is influenced at the same time by a set of factors. In this article the feature of investments into advertising is investigated, the strategies of pricing and their influence on the method of economic efficiency calculation of advertising expenses are considered.