Methods for assessing the effectiveness of advertising argumentation in the complex of advertising promotion of a brand in services

The article is devoted to the development of methodology for assessing the effectiveness of advertising in the complex of argumentation advertising to promote the brand. It analyzes existing in marketing science and practice approaches to assess the economic and communicative effectiveness of an integrated advertising promotion of brands, and methods for assessment an intangible component of a brand are studied; the strategic indicators of the effectiveness of advertising to promote brands are highlighted.