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This technique is used usually for determination of economic efficiency of separate advertizing media or short-term publicity. If the received result is more or is equal to zero then that advertizing was economically effective.

On the basis of the obtained data on a special technique it is possible to define efficiency of advertizing means. It is based on comparison of cost of advertizing means and number of the respondents who referred to it and obtaining conditional cost of advertizing means. Advertizing means with the smallest conditional cost will be the most effective.