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Рукопис отримано: 03.09.2020 р. Прийнято: 26.09.2020 р. Затверджено до друку: 24.11.2020 р. This article summarizes arguments and counter-argument within the limits of scienti c discussion through the question of e ciency of the use of onlineinstruments of commodities advancement to the market. Primary purpose of undertaken research was the development of the methodical approach to the e ciency evaluation of commodities advancement with the use of onlineinstruments and research of practical aspects of application of online-instruments of new commodity advancement to the market. In accordance with the aim the material in the article is carried out in the logical sequence: rst methodical approach o ers theoretical level in relation to the e ciency evaluation of the use of online-instruments of commodities advancement, the feature of that is systematization of evaluation process in threestages: preparatory, analytical and administrative, that all owstoaccept e ective administrative decisions oneachlevel. As part of the preparatory stage it is necessary to de ne the aims, tasks, terms, methods, receptions of e ciencyevaluation of the use of online-instruments of commodities advancement. The analytical stage is characterizedby the extensive work. According to the o ered methodology, there will be the evaluation and analysis of communication indexesand economic e ciency of online-advancement and calculation of integral index of evaluation e ciency of the use of online-instruments of commodities advancementon the basis of the system of evaluation indexes. The third type is administrative. On the basis of generalization of results of e ciency evaluation of the use of online-communications it is expedient to work out suggestions in relation to the increase of commodities’ e ciency advancement of online-instruments and work out the complex of events in relation to the removal of the educed lacks of complex on-line-advancement. Development of strategies, control after implementation of the events and their coordination, will provide e ciency of management of policycommoditiesadvancement in the Internet. Researches empiric con rm the necessity of the use of online-instruments of new commodity launching to the market and creation of synergy e ect at the use of onlineand o ine instruments of commodities’advancement. The results of undertaken research can be useful to the enterprises of food industry that plan to enter to the competitive market with a new commodity.

Methodical approach to evaluation of commodities’ advancement efficiency using online-instruments