ASSESSMENT OF THE ECONOMIC EFFICIENCY OF AN ORGANIZATION'S ADVERTISING ACTIVITIES (THE CASE OF TEL-CELL OJSC)

Abstract

This article examines the theoretical and practical aspects of assessing the economic efficiency of an organization's advertising activities. The relevance of the study is driven by the growth of digital advertising and the need to evaluate the effectiveness of marketing investments. Advertising, as a marketing communications tool, performs economic, psychological, informational, and social functions. Particular attention is paid to digital tools such as algorithmic advertising placement, video content, and social media targeting, which ensure high efficiency. Psychological mechanisms such as the anchoring effect and the scarcity effect enhance the impact of advertising on consumers, which is especially important for promoting apps such as Telcell Wallet. This article analyzes modern approaches to planning and evaluating advertising campaigns, examines the effectiveness of marketing investments, and analyzes the advertising activities of Tel-Cell OJSC. Recommendations for improving the effectiveness of the company's advertising activities, taking into account modern digital promotion tools, are developed.