Oborska A. Models and methods of efficiency estimation of external communications in advertising projects.

Dissertation is devoted to the solution of scientific task of development of methods and models of efficiency estimation of external communications in advertising projects. It is necessary to have effective mechanisms of project forming on products advancement to the market, using communications with an user, for providing of proof position at the market. The conceptual model was developed by an author, which takes into account states transitions of the system and contains organizational methods of management advertising projects, on the basis of accumulation of information of generations and base of knowledge of the best practice.Developed model of efficiency estimation of projects of advertising communications 6A's allows to carry out the quantitative estimation of efficiency of advertising projects.