Файл	Ном	Сабт карда шуд
Kosimova Malika Homidhodzhaevna	EVALUATION OF ECONOMIC AND COMMUNICATIVE EFFICIENCY OF MEDIA PLANNING FOR TELE INDUSTRY ENTERPRISES	33

Authors: Kosimova Malika Homidhodzhaevna - Senior Lecturer at the Department of Engineering Economics and Management of PITTU named after academician M.S.Osimi, Khujand, Republic of Tajikistan

JOURNAL NUMBER: 3(58). YEAR OF ISSUE: 2021. LANGUAGE OF THE ARTICLE: Tajik

ANNOTATION

This article discusses a relatively new marketing technology - media planning. Its role and importance in the advertising activities of enterprises in the field of media is justified. The author identified and presented to the television companies a suitable methodology for assessing the effectiveness of the final results of media planning and, finally, the entire advertising campaign. You have defined the baseline data required for this evaluation. The proposed methodology provides for the implementation of specific activities using appropriate performance assessment methods in three stages: the initial phase, the implementation phase of the media plan and the direct evaluation and stocktaking phase. The planned financial performance indicators of the developed media plan are also defined. The need for systematic assessment and the relationship between economic efficiency and media planning of communications for television companies is emphasized.

KEY WORDS

media planning, economic efficiency, communicative efficiency, evaluation methodology, television companies.

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