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

Theoretical research 
According to a number of scientists in the field of strategic management and 

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business communications, the following approaches and concepts for assessing the 
effectiveness of communication activities are the most common. 
1. Qualitative approach - comparison of the qualitative influence of the different 
components of the communication activity of the development of an organization / 
methods for organizational evaluation: expert evaluations, etc. 
2. Quantitative approach - the comparison of the absolute values of the indicators 
for revenues and expenditures for the implementation of the communication projects. 
Within this approach they are used for investment analysis / discounted cash flow 
method, income capitalization method, etc./ 
3. Complex approach - efficiency is defined as a relative indicator, allowing to 
compare the absolute and relative indicators of revenues and expenditures related to 
the implementation of communication projects in index form, using different 
parameters / method for general assessment of opportunities, methods of functional - 
value analysis /. 
4. Individual approach - efficiency is considered as an individual indicator of the 
specific enterprise. In this approach, we must mention the system of balanced scores created 
by R. Kaplan and D. Norton 
1
, which includes quantitative and qualitative indicators of 
efficiency, which are defined as target indicators for the strategic development of the 
enterprise. The system of balanced indicators is a tool for strategic management and 
provides an ideological basis for the decomposition of indicators by causation. 
Managers from the high levels of large Bulgarian intermediary companies believe 
that it is difficult to assess the effectiveness of communication activities, comparing it 
in complexity and cost with the planning of communications. Managers who adhere to 
this view believe that it is sufficient to quantify the costs of planning, organizing and 
conducting business communications. 
According to another point of view, together with the cost estimate, it is necessary 
to assess the benefits obtained, using the comparative evaluation of the communication 
project with similar projects in the respective industry. 
1
[[Kaplan R., Norton D. Balanced scorecard. From strategies to action / translation from English M .: Olympus-Business 2003]]

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