Advertising: Economics and efficiency. Textbook

The textbook indicates aspects of calculation of costs, the approaches to determining income and profit, to the assessment of economic efficiency are given, the methods for calculating the advertising budget are given, and the aspects of remuneration in the advertising sphere are considered. At the end of each chapter, control questions are given for self -testing, allowing the student to fix the knowledge gained. The publication includes an electronic application, which contains a characteristic of the advertising business and the dynamics of its change, the economic parameters of the main advertising media are considered, the features of the media economy of foreign countries are described, as well as test tasks for chapters from the book and electronic application. The textbook is intended for students of higher educational institutions studying in the field of “advertising and public relations”, as well as university teachers, students of continuing education faculties, entrepreneurs and specialists