Zakrevska Liudmyla, PhD (Economics), Associate Professor of the Department of Marketing, National University of Food Technologies, Kyiv, Ukraine

ORCID ID: 0000-0002-6145-6613
e-mail: absolytkamilka@gmail.com

Dankeieva Oksana, PhD (Economics), Associate Professor of the Department of Marketing, National University of Food Technologies, Kyiv, Ukraine

ORCID ID: 0000-0002-1314-2775
e-mail: dankeieva.oks@gmail.com

The Effectiveness of Advertising and PR Campaigns During the Implementation of Anti-crisis Measures

Abstract. Introduction. Advertising campaigns and PR strategies play an important role in a company’s operations during a crisis. Not only do they help increase brand visibility, but they also play a critical role in building consumer trust.

Purpose. The purpose of the article is to develop a model for assessing the effectiveness of advertising and PR campaigns in the process of implementing anti-crisis measures.

Results. The article examines the problem of assessing the effectiveness of advertising and PR campaigns during the implementation of anti-crisis measures. The main indicators of the crisis state of an enterprise are identified. It is proved that one of the important tools for overcoming crisis situations is the development and implementation of advertising and PR campaigns. The definition of the effectiveness of advertising and PR campaigns in crisis conditions is generalized. A model for assessing the effectiveness of advertising and PR campaigns during the implementation of anti-crisis measures is proposed. It combines quantitative and qualitative indicators for a comprehensive analysis of the effectiveness of communication strategies, including the analysis of media coverage, changes in brand perception, the level of interaction with the audience, the dynamics of financial indicators and the level of consumer confidence. The key aspects of effectiveness are identified as constant monitoring of results and adjustment of strategies based on the data obtained. Emphasis is placed on the need to integrate data from different sources for informed management decisions and adaptive response to crisis phenomena. The proposed model contributes to a deeper understanding of the mechanisms of anti-crisis communication and can be used to increase the effectiveness of strategies in various industries.

Conclusions. A model has been developed to assess the effectiveness of advertising and PR campaigns in the context of anti-crisis measures. It is based on an integrated approach that combines quantitative and qualitative indicators. This model takes into account the multidimensionality of communication processes and includes the use of metrics aimed at assessing audience reach, level of media activity, changes in brand perception, emotional response and level of trust in the company. The model emphasizes the need for systematic monitoring of results. This approach allows us to ensure not only high accuracy of evaluation, but also adaptability of campaigns.

Keywords: efficiency; effectiveness of advertising and PR campaigns; crisis situation; anti-crisis measures; model; communication.

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