UDC 659.1
Authors
T. P. GORELOVA,
Candidate of Economic Sciences, Associate
Professor, Department of Logistics and
Marketing, Financial University under the
Government of the Russian Federation,
Moscow, Russia
E. S. KRYL’,
Member of the Provisional Scientific and
Practical Society, Financial University under
the Government of the Russian Federation,
Moscow, Russia
Abstract
Relevance. The article is devoted to the importance of advertising activities in the context of a pandemic, the
effectiveness of which is directly related to the formation of consumer loyalty and changes in their behavior, its use in social
networks and the impact on the competitiveness of the company. The evaluation of the effectiveness of advertising as a
communicative efficiency and financial efficiency, factors influencing the increase in sales not related to advertising activities
and the importance of the brand’s presence on social platforms that are of interest to the consumer are considered.
The purpose of the study is to evaluate the effectiveness of brand advertising in Russia, conduct an analysis of the
knowledge, frequency of brand use by consumers, taking into account the pandemic and changes in their consumer
preferences.
Tasks. To consider aspects and ways of evaluating the effectiveness of advertising in the context of a pandemic and
to determine the importance of the brand’s advertising campaign in social networks.
Results. The authors propose solutions to improve the effectiveness of advertising activities in the context of a
pandemic and increase consumer loyalty to the brand. The implementation of advertising activities in social networks can
have a greater effect, attract new groups of consumers, and the needs of existing consumers are met at a higher level.
Keywords
brand, advertising, business, pandemic, FMCG market.
