Research on the educational services promotion effectiveness by internet marketing tools

The article presents the results of a study of the campaign efficiency to promote the Advertising and Public Relations direction in the SPbGIKiT by the Internet marketing methods. The increasing competition in the educational services market and the structure of communication channels used by the target audience are identified as the main prerequisites to apply new methods of marketing communications. The concept of an advertising campaign is described which includes the target audience characteristics, the rationale for choosing advertising tool s that correspond to its parameters, as well as the presentation of the developed methods of using marketing communications. The paper gives the efficiency analysis of advertising campaigns on the basis of the absolute number of ads demonstrations and the number of transitions and using a relative measure of CTR ads.