The Impact of an Advertising Campaign on the Company Performance

Student: Bykadorova Ekaterina

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2024

This graduation thesis examines the impact of an advertising campaign on a company's performance using the example of Beeline and their campaign "Tariff UP: More GB - More Capabilities". The research aims to analyze the effectiveness of the advertising campaign and develop recommendations for future marketing strategies. Data processing methods include comparative analysis, Big Data analysis using Python programming language, and statistical analysis. The study is conducted at Beeline, with the participant being Ekaterina Bykadorova, a student at HSE, under the supervision of Alexey Panshin. The main findings confirm hypotheses of performance growth post-campaign, analysis qualitative and quantitative metrics, and provide recommendations for enhancing marketing strategies to improve the effectiveness of advertising campaigns in the future.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses