Acest articol prezintă importanţa analizei eficienţei activităţii publicitare utilizate de companiile contemporane. La etapa actuală, publicitatea este o formă de promovare utilizată din ce în ce mai des, dar, odată cu diversificarea formelor de promovare, cu apariţia şi dezvoltarea strategiilor netradiţionale de publicitate şi cu impactul crizei economice, companiile sunt interesate în identificarea metodelor şi tehnicilor de evaluare a eficienţei mesajelor publicitare.

The modern methods and techniques used for analysis of advertising message efficiency. This article refers to the importance of the efficiency analysis of the advertising activity the companies are developing and using nowdays. The advertising is very widely used and still remains one of the most efficient way of promotion, but with the economic crysis the world is facing, with the increasing role of nontraditional forms of promotion and with the continious changes in consumer behavior and reactions toward different advertising campains, companies are interested to use various methods and techniques to measure the advertising efficiency. The article describes the most widely used methods in contemporary advertising.