Measuring the economic effectiveness of porch advertising

Porch advertising is widely spread in Russian cities. The one’s popularity is forced by economic crisis started in 2014, and there are no doubts that porch ad is very popular among small local companies. The paper concerns the economic effectiveness of typical Russian porch ad. To measure the effectiveness we have been forced to start the dedicated field experiment. Our research that has been kept in Yaroslavl city during March of 2018 confirmed the high effectiveness level of porch advertising. The main finding of the paper is explanation of high effectiveness from the AIDA theory and the history of porch ad in USSR. The paper is address both to scientists who are involved in researches of advertising and small business management.