Abstract
The article is devoted to the analysis of the advertising campaign of influence marketing, which includes the application of the influence of interpersonal communication on the effectiveness of the advertising campaign. An economic-mathematical model of this advertising campaign was composed, an analysis of the campaign that actually took place was performed, conclusions were drawn about the regularities of this campaign, in particular, the preservation of the advertising effect over time was revealed. Further study of advertising campaigns using influence marketing in form of public opinion leader as a paid media and interpersonal communication on social networks as an earned media, was obtained. It was shown how the use of a generalized model of advertising campaign management allows identifying the features of the advertising influence of past advertising campaigns and, with the help of taking into account such features, increasing the effectiveness of the advertising campaign by optimizing the distribution of the advertising budget over time and between different types of advertising.
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