TWO-FACTORIAL MODEL OF THE EFFICIENCY ASSESSMENT OF ADVERTISING CAMPAIGNS AND ITS IMPORTANCE IN STABILITY OF THE ENTERPRISES FUNCTIONING

Efficiency of advertizing campaigns depends on many factors ? income of population, seasonality, usefulness of goods. Among a set of these factors there is some factors, which firm can operate. First of all, it is a volume of advertizing and its plan. The volume of advertizing depends on opportunities of the company, which goods are advertized. And the plan of such campaign depends on ideas of advertizing agents of impact on the population. In this research work an attempt to formalize process of carrying out advertizing campaigns and to increase their efficiency is made. In turn effective advertizing campaigns are capable to make impact on financial stability that is important for work of any enterprise.