EVALUATING MARKETING COMMUNICATION STRATEGIES - IMPORTANCE AND METHODS

In order to prevent losses resulting from the investment of financial resources in communication, professional activities in this area always include an evaluation of marketing communication results. For economic reasons, it is important to measure both the specific results achieved through marketing communication and its individual methods, and the time it will take for the investment in communication activities to return. The established facts enable the company to assess the correctness of its past decisions in the area, and may also provide a starting point for planning future communication activities. The paper discusses the importance and different forms of evaluating the impact of marketing communication and its individual methods.