Scientific Collection «InterConf», (39): with the Proceedings of the 8th International Scientific and Practical Conference «Science and Practice: Implementation to Modern Society» (December 26-28, 2020) at Manchester, Great Britain

Table 1 
Comparative analysis of different groups of methodologies for evaluation of communication activity 
 
Methodology or group of
methodologies
Advantages
Disadvantages
Report-based costs and criteria for
their adequacy or minimization
Full report of all types
of costs, referring to
their causes.
They do not allow to
evaluate the advantages
and benefits from the
realization of the
communications
Methodology of investment analysis
Complete and reliable
construction of the cash
flow for the project,
characterizing its
efficiency
It does not take into
account the peculiarities
of the field of
communications, does
not allow to fully assess
the costs and benefits of
the project.
Integrated methodologies
"Balanced"
Assessment of all areas
of the company's
activity, report on both
past and future trends.
Complexity of
construction and use
require a large amount
of diverse resources of
the company.
Risky (eg fair equity valuation)
The most complete
assessment of the
degree of risk, and the
company's readiness for
activity in conditions of
uncertainty.
Complexity
of
implementation,
too
large and inconvenient
mathematical
and
statistical apparatus.
Оriginal methods of consulting
companies (TVO, etc.)
Full assessment of all
areas of the company's
activity on which
business
communications have a
significant impact
Closed nature of the
methodologies
Оther methods
Quick assessment
Possibility to apply only
in certain situations and
branches of the
economy.

---

SCIENTIFIC COLLECTION «INTERCONF» | № 3(39)
360 
Conclusion 
The current methodologies for assessing the effectiveness of communication 
activities have a number of limitations and shortcomings, which does not allow to make 
a choice in favor of one or another methodology, the use of which in most cases would 
give a reliable result. Intermediary companies, as well as independent experts and 
analysts in the field of communications, primarily develop their own original 
methodologies. It is expected that in the near future the search for optimal methodology 
will continue and that new varieties of existing methodologies will appear. Another 
trend, obviously, will be the implementation of many of these methodologies in the 
management of companies as not only a methodology for assessing the effectiveness 
of communication, but also the ideology of management. 
References: 
1. Epfel O. On the true value of IT / Computer World No. 47 pp. 12-13.2005 
2. Intel and Microsoft Study: The TVO of Enterprise Client Refresh 2008 
3. Kaplan RS, Norton DP. The strategy-focused organization: how balanced scorecard companies 
thrive in the new business environment - Boston: Harvard Business School Press 2003]: 
4. Lipuntsov Yu. P. Process management - M .: DMK Press 2005, p. 214. 
5. Pusher B., Balanced Scorecard - a look into the future., Electron. toll. 24.08.2008 
6. Skripkin KG Economic efficiency of communication companies - M .: DMK Press 2004] 
7. www.prtm.com