The functions of a psychologist in providing an advertising campaign. The effectiveness of the psychological impact of advertising funds on a person in direct communication with a certain

The effectiveness of the psychological impact of advertising media is characterized by the number of consumers reaching, the brightness and depth of the impression that these media leave in the memory of a person, the degree of attracting attention.
The effectiveness of the psychological impact of advertising on the consumer can be determined through observations, experiments, surveys.
The observation method is used to study the impact on consumers of individual advertising media. This method is passive, since the observer does not influence the buyer in any way, but, on the contrary, conducts observations unnoticed by him. According to a previously developed scheme, the observer registers the received data, which are then comprehensively analyzed. The observer, for example, notes which stand of a fair or trade exhibition attracts the most attention of buyers, how long pedestrians stay at a particular showcase, how many people enter the store after getting to know the showcase, which product on the showcase attracts more interest and what demand it is in demand ...
The observation method makes it possible to assess the psychological impact of advertising in natural conditions, in direct communication of the consumer with a certain advertising medium.
Evaluating the effectiveness of individual advertising media, first of all, it is determined whether this means achieves its goal. So, to determine the degree of attraction of buyers' attention to outdoor advertising (showcase), you can use the following formula:

where B is the degree to which the attention of passers-by is attracted; О - the number of people who paid attention to outdoor advertising (showcase) during a certain period; P is the total number of people who walked past the window in the same period.
The degree of effectiveness of the publication of advertiser advertisements in the media mass media conditionally can be estimated in a particular store by the formula

where D is the degree of effectiveness of advertisements; K - the number of visitors who bought the advertised product; С - the total number of customers who made a purchase in the store.
Such data can be obtained from the readings of checks, punched on the summarizing cash registers, and by registering the facts of the purchase of the advertised goods by the controllers-cashiers.
An indicator of the effectiveness of the means that advertise the retail itself commercial enterprise, is the ratio of the number of visitors to the store during the period of application of these funds to the number of visitors on average per day. These data can be obtained by observers or using a photocell.
When using the observation method in all cases, it is necessary to observe a number of conditions: observation should be carried out on weekdays, not characterized by an increased intensity of customer flows (preferably in the middle of the week); the duration of the observation depends on the nature of the advertising medium, the effectiveness of which is to be determined.
Along with the observation method, the experimental method is widely used. This method is active. The study of the psychological impact of advertising here takes place under conditions artificially created by the experimenter. If the observation only fixes how the consumer relates, for example, to a certain display of goods, then the experimenter can rearrange the goods, and then observe the change in the reaction of buyers.
In the same way, the experimenter can create a variety of combinations of advertising media and, by comparing the reaction of buyers, choose the most successful one.
The study of the effectiveness of the psychological impact of advertising media through experiments in foreign countries has been especially widely developed. This method is used to determine the impact on buyers of display cases, packaging, press advertisements, radio or television advertisements. So, if you need to assess the psychological impact on the buyer of packaging a product, then one and the same product (for example, washing powder) are placed in different packaging.
The psychological effectiveness of an advertisement such as an advertisement in a newspaper or magazine is determined by the following experiment. The ad includes a coupon with the text of the request to send a prospectus, catalog or sample. The buyer must cut this coupon and send it to the trading company, the address of which is indicated in the text of the advertisement. By the number of tickets-requests received from readers, the advertiser judges whether his ad was noticed in periodicals and whether the text of this ad turned out to be sufficiently convincing and interesting. However, it should be noted that the small number of requests received may not be the result of the poor quality of the ads, but the fact that the advertised product itself, for some reason, was not needed by the buyers. That is why this method of determining the psychological effectiveness of advertisements in periodicals is acceptable only when it is already known in advance that the advertised product is in demand.
The survey method also refers to active methods of determining the psychological impact of advertising. This method is laborious, but much more reliable than others, since it allows to reveal directly from the buyer himself his attitude not only to the advertising medium as a whole, but also to the individual constituent elements of this medium. Using the survey method, you can assess the impact of an advertising medium on buyers and establish which elements of its design attract the most attention and are better remembered.
To determine the effectiveness of an advertising medium, questionnaires are drawn up, which, according to a pre-developed program, are brought to the attention of consumers in writing, in personal conversations, by radio or television. An analysis of the answers received allows us to draw appropriate generalizations and conclusions.
By polling, it is possible to establish which advertising medium (poster, advertising film, ad, display of goods) has the greatest influence on the buyer when he purchases a certain product. For example, you can use the following questionnaire to identify which of the advertising media attracted the customer's attention to a new product:
How did you know about a new product:
a) from friends;
b) from an advertisement on the radio, in a newspaper;
c) seen in a shop window;
d) in the process of inspecting goods in the store;
e) from a TV show.
Conducting surveys requires significant costs time and attracting a large number of people to this work. At the same time, the results obtained cannot be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the product under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can cause them to be wary. Therefore, it is more expedient to invite them to fill out a questionnaire, setting out the objectives of the survey, so that the buyer knows its purpose and tries to answer the questions more accurately.
In some cases, surveys are combined with experiments. So, the study of the psychological effectiveness of radio and television advertising is carried out as follows. A group of people is invited to the studio, who are invited to fill out a short questionnaire, indicating in it information about their age, profession, etc. After that, the group listens to or watches advertisements, and everyone enters their comments and impressions on special sheets. All comments are appropriately motivated. Then a discussion of the program is organized. Sometimes the effectiveness of an advertisement is assessed based on voting data. Such listening and discussion of advertising programs make it possible to more or less accurately establish positive and negative sides in their preparation, as well as to identify which form of presentation is the most intelligible for a particular contingent of radio listeners or TV viewers.
The effectiveness of an advertising event or a separate advertising medium can be expressed in the number of consumers covered by the advertisement, as well as in the amount of costs per viewer, reader, etc. So, the expediency of publishing a newspaper ad in a particular print organ is established by determining the total number of people who can read it (the number depends mainly on the circulation of the newspaper), or the size of the cost of the ad per one reader.
The more readers the ad reaches, the lower the cost per person will be.
Data on the effectiveness of the psychological impact of advertising make it possible to predict its effectiveness.
To complete the consideration of methods for determining the effectiveness of advertising can be an example from foreign practice. Thus, the advertising agency "Ted Bates and Company" back in the early 1940s, for the first time in the practice of advertising, began to use scientific methods for evaluating the effectiveness of advertising campaigns. One of the founders of the Ted Bates & Company agency was R. Reeves, the author of the Unique Selling Proposition (USP) theory widely used throughout the world.
In his book Reality in Advertising, he writes:
"Imagine putting the entire population of the United States in two huge rooms. There are people in the same room who don't know your current ad. They don't remember what it is about, they don't remember what they've ever seen, read or heard Find out which of them uses your product.
Let's say that five people out of every hundred people who are unfamiliar with your ad are regular customers (i.e. 5%). Since these 5 people are unfamiliar with your ad, there is no doubt that they chose the product in some other way. Perhaps friends have told them about your product. You may have provided them with a free sample yourself. Perhaps your product was recommended to them by a doctor. If anything, they didn't become repeat customers because of your current ad they don't know about.
Now go to another room where there are people who remember your ad. They are able to prove that they know it by correctly reproducing the content. Let's say that twenty-five people out of every hundred people familiar with your ad are regular customers (i.e. 25%).
Range is 5 to 25%. You have one of the most exciting statistics in advertising today. He says that without resorting to advertising, you can sell your product to 5% of the population for some time, while out of every hundred people who remember your advertisement, an additional 20 people become regular consumers of the product.
Here it is - the ratio of those involved in consumption without and with advertising!
Sales can rise or fall for a variety of reasons. However, be aware: where your ad is remembered, the number of consumers increases. And your advertising, and only advertising, has involved them in consumption.
The ratio of the number of people who remembered your current ad to the number of people who did not remember it will be called an injection.
Of the hundreds of lessons learned from the practice of advertising adoption and engagement in consumption, one of the most instructive can be cited: too frequent changes to an advertising campaign have a detrimental effect on the level of implementation.
This is a mistake worth millions of dollars. Consistency is one of the oldest principles of advertising. However, it is he who is ignored more often than others. "

Control questions and tasks

1. Give the definition of an advertising campaign.
2. Describe the factors influencing the definition of the goals of the advertising campaign.
3. What types of advertising campaigns are distinguished?
4. Describe the main stages of planning an advertising campaign.
5. Develop an advertising campaign to promote the product / service to the market.

For many, receiving messages by mail is one of the highlights of the day.

Assessment of the psychological effectiveness of advertising is one of the main tasks of the psychology of advertising. In social advertising, its social effect is of great importance, and this, as a rule, is the attitude of the public to this social message.

Measuring the psychological effectiveness of advertising shows the effectiveness of the impact on the consumer. The effectiveness of the psychological impact of advertising is characterized by the number of consumers' reach, the brightness and depth of impressions that these tools leave in the memory of a person, as well as the degree of attracting attention. Pankratov F.G., Bazhenov Yu.K., Sergina T.K., Shakhurin V. G. Advertising activity: a textbook for students of higher education educational institutions- M .: Marketing, 2001, - p. 335

1.preliminary testing (may show the approximate results of an advertising campaign; it is obligatory to carry out on a sample of target audience);

It is practically impossible to determine the direct effectiveness of an advertising message, since there is a certain error in any research. Therefore, in practice, they use various indirect methods to resolve this issue. The effectiveness of the psychological impact on the consumer can be determined using the method of observation (passive), experiments (active), polls (active).

Research methods are not infallible. They have their own merits and demerits. For example, mass surveys conducted on large samples correspond to the acceptable criterion of representativeness, and the results obtained with their help can be transferred to other even larger groups of people, namely, to populations... Lebedev-Lyubimov A Psychology of advertising - SPb .: Peter, 2003 - p.338

The simplest and most common method for studying consumer psychology, in particular, his attitude to advertising, is the method of questioning. If the interviewer interviews a person directly during a conversation, then this is sometimes called a survey.

or in-depth interviews.Dmitrieva L.M.Social advertising - M .: Unity, 2009, - p. 192

Sociological research data make it possible to determine what respondents think about this or that occasion, however, only the conscious opinions of people are assessed, and people, as you know, can be mistaken. To find out the true attitude of consumers, first of all, laboratory and natural experiments are carried out, it is these two methods that are most effective.

Experimental approaches differ increased efficiency since they reveal the reasons hidden in the subconscious of people, these approaches are individualized, which clarifies the output; after all, what one person likes can cause a negative reaction from another.

The use of the experimental psychological method is to measure with the help of special subjective scales the feelings that a person experiences and to determine which product or advertisement of which product is most attractive to the consumer.

As an example, a five-rank scale of psychological effectiveness of advertising can be cited:

1 rank (the consumer strives to get rid of the influence of advertising, he experiences vivid negative emotions, sometimes irritation, anger, may remember the advertising message, or may not remember, the consumer does not have a desire to use the advertised service);

Rank 3 (the consumer pays attention to the advertisement, but remembers only the advertisement itself, and not what it promotes, he can remember the advertisement message, there is a desire to use the service);

Rank 4 (advertising arouses a keen interest in the consumer, the plot and what is advertised are remembered; the consumer thinks about advertising, weighs all the pros and cons, will gladly watch the advertising message a second time, but the consumer has a desire to purchase the product);

Rank 5 (the consumer experiences strong positive emotions and interest at the sight of advertising, remembers the advertised product and strives at all costs to use the service or purchase this product) Mokshantsev R.I. Psychology of advertising - M .: Infra-M, 2001, - with. 214

To determine the effectiveness outdoor advertising methods are used that are mainly based on survey methods and mathematical calculations, in addition, the calculation of efficiency can be used to develop the most effective pricing policy for the rental of advertising surfaces in terms of the ratio of the coverage of the carrier and the amount of payment for its rental. The calculation of performance indicators for any outdoor advertising objects (surfaces) is carried out in four general stages:

1. On the basis of measurements of the traffic intensity of pedestrian flows, vehicles and passenger traffic at stops, the size of the calculated audience for each structure under study is determined.

2. The volume of the design audience of the structure for each stream is reduced to the so-called effective audience due to correction factors that take into account the quality of the review.

3. Data for all streams are summarized, and thus the total size of the effective audience is determined, which serves as the basis for determining all performance indicators.

When calculating, the GRP and CPT indicators are calculated, where GRP is the total number of possible contacts without taking into account possible contacts with the same representative of the advertising carrier's audience, and CPT is the cost of a thousand contacts, calculated as the cost of rent per day (rent per month divided by 30), divided by the daily audience of the carrier.

Another assessment method is SESAM, with which it is possible to determine the effect that advertising campaign rendered to the intended audience, this method also allows you to determine the audience and the proportion of people belonging to the target group who had contact with advertising. SESAM research is conducted by personal interview method.

Among the existing methods for determining the psychological effectiveness of measures to promote goods, the greatest reliability is provided by the methods based on marketing research.

The first of these methods is Opinion or Awareness Testing. In this case, the advertiser provides alternative advertising options for consideration by the consumer group and offers to evaluate each of the proposed options. Direct scores show how well an ad grabs attention and how it impacts consumers. In recognition tests, the researcher asks, for example, the readers of the magazine, to indicate what they have seen before.

The second method is a focus group, when a group of 8-10 potential buyers view or listen to a selection of advertising messages for as long as they want. During memory tests, the advertiser interviews people who have read a magazine or watched a TV program, and asks them to recall everything they can tell about the manufacturers and the goods they saw. The main task of the focus group is to obtain as complete and diverse information as possible about how and why the participants in the group discussion perceive certain objects. Mokshantsev R.I. Psychology of advertising - M .: Infra-M, 2001, - p. 216

Memorization level demonstrates the ability of an advertisement to stand out from the crowd, and how long the advertisement can be retained in memory. There are some psychological patterns memorizing information, which are sometimes not taken into account, and sometimes are successfully used in advertising. It is known that the information that is located either at the beginning of the text or at the end (the effect of the beginning and the effect of the end) is better remembered. A. Romanov. Methods for assessing the psychological effectiveness of advertising: www.elitarium.ru

However, focus groups that are widely used today are not as effective, or at least not as effective as is commonly believed. As a rule, several people take part in focus groups, usually they are people who met by chance. but marketing research, which will be obtained by this method, cannot always be transferred to groups of potential consumers. In addition, during focus groups, it is necessary to take into account psychological factors, the so-called barriers that the respondents may have, not always even the most experienced moderator can force people to open up and say what they think.

The third method - laboratory tests - uses equipment to measure the physiological response of the consumer, which determines the heart rate, blood pressure, pupil dilation and sweating.

A tachistoscope is a device that allows you to track the rate of assimilation of advertising material.

Galvanometer - determines the level of emotional impact of the advertising material.

Brain wave analysis. With the help of an electroencephalograph, electrical signals are taken from different points on the subject's head. Sometimes the frequency of such signals can reach up to 1000 pulses in 1 second. Measuring the activity of electrical impulses arising in different parts of the brain allows the researcher to determine the moments when the subject's attention is drawn to a particular external stimulus.

Lab tests measure the strength of an ad's appeal, but says little about the impact of an entire ad campaign on a consumer's beliefs, attitudes, or intentions.

The method can also be applied expert assessments, which does not require the participation of consumers: when using this method, members of the expert commission assess the degree of perception of the advertising message in points. Burnet D., Moriarty S. Marketing communications as an integrated approach - St. Petersburg: Peter, 2001, - p. 516

Advertising is both part of economic relations and part of relationships between people. According to the definition of the French scientist Armand Deyan: "Advertising is a paid, unidirectional and impersonal treatment carried out through the media and other types of communication, campaigning in favor of any product, brand, company."

The primary purpose of advertising is to stimulate demand for the products on offer. Tasks of advertising: stimulating demand and shaping the needs of the population; mastering and expanding the sales market for goods; accelerating turnover, achieving a balance of supply and demand; forming a culture of consumption and developing aesthetic tastes of the population.

communication.

There are the following types of advertising: informative, exhortatory, comparative, reminiscent. For potential customers who specialize in the use of certain types of goods and services, specialized advertising is intended.

Social advertising can be defined as a type of communication focused on drawing attention to the most pressing problems of society and its moral values. Social advertising actualizes the problems of society. There are four types of social advertising: Non-commercial public, state, and proper social.

Social advertising is a communication channel that is concentrated between the state and society, therefore, social advertising conveys certain information that expands the perception of the range of problems, helping to go beyond one's own limitations, and provides the basis for self-identification.

As a rule, the main purpose of social advertising is to inform consumers. But the main task advertising - induce action.

Any activity begins with a motive. Functions of motives: incentive function and meaning-forming function. The motive can be understood as: the external object of behavior, the internal state, the actions themselves.

He considers phenomena that are directly related to psychological impact from the point of view of several factors: cognitive, emotional, and behavioral.

The effectiveness of the psychological impact of advertising on the consumer can be determined using the method of observation (passive), experiments (active), polls (active). You can also determine the impact of advertising using techniques based on marketing research (opinion or awareness testing, focus group, laboratory tests, peer review method).

The concept and essence of the psychological effectiveness of advertising

Definition 1

Remark 1

The communicative (psychological) effectiveness of advertising is a certain indicator that allows you to assess the degree of impact of an advertising message on the target audience in terms of transmitting the necessary information to its representatives and / or forming a point of view (or behavior model) desirable for the company. It is characterized by the total number of coverage of consumers with an advertising message, the degree of attracting consumer attention to advertising, as well as the depth and brightness of those impressions that advertising leaves in the memory of a person.

the amount of advertising media used;
the intensity of the impact of advertising.

These indicators, in turn, are determined by the quantitative characteristics of advertising media, the intensity and breadth of their distribution, as well as the very quality of advertising media. In the latter case, we are talking about the argumentation used in the advertising message, its persuasiveness, technical and artistic design, etc.

In addition, the communicative efficiency is determined by the influence of advertising on changing the knowledge of the target audience about the company and its products, on the formation of a positive (favorable) relationship to the manufacturer, as well as on the motivation of potential consumers to come into contact with the company and make a real purchase of its goods and services.

Remark 2

Methods for assessing the psychological effectiveness of advertising

To date, in the scientific literature on marketing, several recommendations have been formulated regarding the assessment of the psychological (communicative) effectiveness of advertising. Let's consider the main ones.

Figure 1. The main methods for determining the psychological effectiveness of advertising. Author24 - online exchange of student papers

Observation, as a rule, is carried out directly in the context of the implementation of advertising activities. So, for example, it can be used to determine the nature of the psychological impact of window displays on a person. To do this, you just need to take into account and measure the number of passers-by who stopped at the window to inspect it, and the number of people who entered the store after examining the window, as well as what kind of product is displayed on the window, and what exactly arouses more interest and potential buyers. In most cases, the effectiveness and efficiency of advertising of trade organizations is determined on the basis of comparing the average daily number of store visitors during the advertising campaign period and before it. Today, many stores use photocells installed at the entrance for this, and accounting is carried out by special accountants.

Through experiments, the memorability of advertising to potential buyers is determined and the impressions received from it are studied. As a rule, such experiments are carried out within the framework of an artificially created audience, which includes people of different ages and professions, differing in gender and having different education. Experiments make it possible to establish how a particular advertising medium arouses consumer attention, what effect the text used has on its memorability, etc. advertising practice.

Polls suggest the need to communicate with respondents and ask them specific questions. Surveys aimed at assessing the effectiveness of advertising media can be conducted orally or by sending and filling out questionnaires (it is allowed to conduct a survey in electronic form through the use of the Internet). As practice shows, it is questionnaire surveys that are most often used. The success of their implementation largely depends on the correctness of the developed research methodology. It is believed that such a methodology should include questions regarding the definition of the purpose of the research being conducted, the development of questionnaires, the technique of conducting the survey itself, the subsequent processing and analysis of the data obtained, as well as ensuring quantitative and qualitative representativeness. Based on the data obtained during the survey, conclusions and conclusions are formed, which allow us to judge the impact that advertising has on consumers.

Indicators and criteria characterizing the psychological effectiveness of advertising

The main communicative indicators that allow assessing the psychological effectiveness of advertising are:

coverage, determined by the number of contacts with the target audience (the percentage of the target audience who viewed ads during a certain period of time);
recollection of advertising;
brand awareness;
consumer actions, expressed in behavioral reactions to advertising;
intention (attitude to the brand).

The basic criteria for the psychological effectiveness of advertising are its persuasiveness, recognition and memorability, as well as the nature of the impact on the behavior of buyers.

The memorability of an advertisement is characterized by the ability of the person who viewed it to recall the content of the advertisement. It is memorability that is considered one of the main criteria for the communicative effectiveness of advertising, which makes it possible to judge economic efficiency advertising.

1.4.2 The effectiveness of the psychological impact of advertising on the consumer

The effectiveness of the psychological impact of advertising on the consumer can be determined through observations, experiments, surveys.

The observation method is used to study the impact on consumers of individual advertising media. This method is passive, as the observer leads to the buyer.

The observation method makes it possible to assess the psychological impact of advertising in natural conditions, in direct communication of the consumer with a certain advertising medium.

Along with the observation method, the experimental method is widely used. This method is active. The study of the psychological impact of advertising here takes place under conditions artificially created by the experimenter.

The experimenter can create a variety of combinations of buyers to choose the most successful one.

The survey method also refers to active methods of determining the psychological impact of advertising. This method is laborious, but much more reliable than others, since it allows the buyer to identify directly his attitude not only to the advertising medium as a whole, but also to the individual constituent elements of this medium. Using the survey method, you can assess the impact of an advertising medium on buyers and establish which elements of its design attract the most attention and are better remembered.

Data on the effectiveness of the psychological impact of advertising make it possible to predict its effectiveness.

Above we have considered some aspects of general theoretical foundations organization of advertising activities. However, since the topic of our work focuses on advertising of complex technical goods, we will try to analyze what special requirements are imposed on it, what are its distinctive features how an advertising company is built in this area.

So, each branch of trade has its own specific characteristics, and, accordingly, the advertising activity of each trade enterprise must take into account the characteristics of the goods, in the sale of which it specializes. Here it is necessary to keep in mind two sides of advertising: when advertising one of the product groups, you must simultaneously observe all the general rules and regulations of advertising and be sure to take into account the specifics of a particular product group.

In order to carry out successful, effective advertising of a particular product, a clear and precise understanding of the product itself is required. Therefore, we give brief description groups of complex technical goods.

This group primarily includes household electrical goods and household electronic equipment... It is important to note that the life cycle of goods belonging to this group is now in a phase of maturity in our country. This means that these products are already firmly entrenched in the domestic market and the volume of sales in this area is quite stable, although its growth is no longer as high as in the previous phase. At this stage, competition is very strong, and the range of products in this group is constantly expanding and updating.

The last feature is one of the most important in relation to the group of complex technical goods. Here, the connection between trade and scientific and technological progress is clearly manifested: at present, manufacturing firms are constantly producing more and more improved models of already existing technology and equipment, on the one hand; on the other hand, they strive to create fundamentally new goods, which in reality often leads to a combination of the properties of one or more complex technical goods in one new one. Here again it becomes necessary to mention the life cycle of goods: it is natural that completely new goods begin their "life" on the market from the stage of formation. However, in the field of complex technical goods, things are not so simple. As already mentioned above, over the past decade, absolutely new products, completely unknown to the consumer, have hardly appeared, it is rather about various new modifications and a combination of properties. Therefore, we still refer complex technical goods to the third phase. life cycle.

The next feature of the products of this group is that each model has its own, extensive and, as a rule, complex set technical characteristics... The task of the advertiser in this regard is to correctly determine which of them can be favorably distinguished in the advertising message. Here you need to subtly feel the border of what is permissible: an overly detailed, detailed presentation of the technical merits of a product may be elementary incomprehensible to some groups of potential consumers, or simply tiresome. At the same time, enough of these advantages should be noted to convince the audience of the advantages of choosing this particular product. A skillfully balanced description of the advertised complex technical product will make the advertising message more effective.

Specific requirements for the arrangement and design of in-store showcases are also associated with the technical features of the goods of this group. Complicated technical goods are of interest to the consumer, as a rule, primarily for their functions, although for some who are not very well versed in technology, the decisive choice remains appearance... It follows that complex technical goods should be displayed in such a way that the consumer can see all the advantages of design, and so that he can get the most complete picture of the technical capabilities of the product. Many complex technical goods are tested directly in action in the sales and showroom, so the room must be equipped with electrical outlets and all the necessary devices to connect a machine or equipment to a power source. V trading floor the presence of trained, qualified sales consultants who are able to clearly and intelligibly give information about the functioning and device of the product, about the differences between one model and others, etc. is mandatory. Unlike a relatively short advertising message (we spent the requirements for it above), the oral description of the sales assistant should be more detailed. However, here, too, situations should be avoided when a potential buyer is literally bombarded with technical details. Much here depends on the tact of the seller, his ability to navigate in a communication situation.

In the previous paragraphs of our work, it is no coincidence that we paid a large share of attention to the peculiarities of advertising practice in our country and different types advertising media. Taking into account the national and regional specifics of the market in different parts of the country, the general level of economic development, socio-political factors must be taken into account when working in the field of trade in complex technical goods. This requires a high level of awareness of the current state of affairs in a specific region of the firm's activity, as well as the average income of the population, the nature of demand, and also further. All this will make it possible to competently form the assortment and conduct advertising activities in accordance with the real situation in the local market.

Speaking about the effectiveness of advertising of complex technical goods, we consider it useful to note that the growth of turnover in this area is influenced by one more important factor, in addition to those indicated earlier. This is the correspondence of the actual service life of the equipment to that stated in the warranty for the product. It should be remembered that the warranty period must be strictly adequate to the technical capabilities of the goods. Often, advertising messages stipulate a warranty period, and it is natural that the longer it is, the more reasonable the purchase seems to a potential buyer. However, no matter how great the temptation, this minimum figure should never be overestimated. If the equipment fails earlier, this can significantly reduce the effectiveness of the advertising campaign. Also, when stipulating the firm's obligation to make warranty repairs for all types of equipment, you should be careful. Unfortunately, there are often times when in reality these advertising promises are not fulfilled, and the client is left in deep disappointment. After all, complex technical goods differ in one more property - they are expensive in comparison with many other commodity groups. Therefore, special care is required in advertising with these products: if a buyer who has paid a significant amount for the product remains dissatisfied, his anti-advertising will be no less effective than the advertising activities of the company. This once again proves the validity of the rule about the veracity of advertising.

complex technical goods at a trade enterprise

In the theoretical chapter of our study, we outlined the main points concerning the general foundations of the organization of advertising activities and its originality in the sale of complex technical goods. However, only practice can confirm the validity of the theoretical provisions, therefore the second chapter of the work will be devoted to the study and analysis of the organization of advertising of complex technical goods in real life, using the example of a particular trading enterprise.

It seems quite natural to us that as an object for analysis we have chosen the enterprise where the author had his pre-graduation practical training. Work at the enterprise made it possible to study well the activities of the company from the inside, therefore the conclusions and conclusions on this matter have all the prerequisites to be more objective than if it were any other enterprise.

It is also necessary to point out that the proposed analysis of the advertising activities of the company will primarily relate to those goods in the sale of which the given trading enterprise specializes. These products are included in groups such as computers and office equipment, communications and software, that is, in fact, the subject of analysis is narrower and more specific. In our opinion, such an angle of consideration of the topic in the practical part is sufficient, since in practice, most trade enterprises are also engaged in trade in only one or several areas in the field of complex technical goods, and since one trade enterprise is selected for analysis, advertising of those goods that are on it leading.

When analyzing the advertising activities of an enterprise, researchers, as a rule, not only state the facts, but also give their assessment of the advertising policy of the company, make their own proposals, point out the existing advantages and disadvantages. We, in turn, also tried to express our opinion on these issues as objectively as possible, but we think it is worth emphasizing that this still remains our personal point of view, which does not pretend to be indisputable.

And it does not attract attention, which means it is useless. Seasonal, festive, exclusive changes of shop window design are accepted. - When approving a showcase design project, it is required to take into account the degree of resistance to external influences of all materials used. Showcase displays are especially prone to fading. The use of sun-protection glass helps to protect the products displayed in the display case, ...

Appropriate additional agreements were introduced. Consider the main performance indicators of the department store for 9 months of 2005 and 2006 in table 1 (Appendices L1, L2). 2. Analysis of the results of trade and economic activities of a trade organization 2.1 Analysis of turnover and stocks based on data statistical reports operational accounting and sample survey 1. Analysis ...

A. Pavlov, M. Porteri others. And also to determine the market situation, periodicals were used: the magazines Marketing, Practical Marketing, Marketing in Russia and Abroad. 1. Development of the concept " New Product»The development of a new product is one of the most important areas of marketing activity, since the size of the future profit from the sale depends on the effectiveness of this process ...

Code 128. The structure of the bar code provides unique identification of any container of canned blood or blood components manufactured in a particular country. Marking is used in the commodity analysis of medical and pharmaceutical products for the analysis of consumer properties and technical indicators of medical products, for a comprehensive study of the quality of goods and ...

The psychologist is not directly involved in the development and creation of advertising products, but can play a crucial role in assessing and increasing the effectiveness of advertising impact.

The main directions of the psychologist's work in providing an advertising campaign are as follows (Introduction ..., 1997).

1. Consultation, evaluation of the advertising campaign as a whole and the advertising material, in particular, the psychologist-consultant indicates what is missing in the advertising video or ad, which elements reduce its effectiveness and what should be changed in it to enhance the effect. These recommendations are based on the experience accumulated in science in the psychology of perception, attention, take into account motivational and cognitive factors, and much more.
2. Practical research. They are subdivided into quantitative and qualitative ones.

Quantitative methods - polls for measuring ratings, their result is indicators of the spread of ideas about the advertised product or service among the population, as well as the degree of its popularity in comparison with the products of competing firms. The difference in the measurements of these indicators before and after the advertising campaign is associated with the produced advertising effect.

Qualitative methods are focused on finding out the reasons for the popularity of a product and the general context of consumption, these include methods of focus groups, in-depth interviews.

3. Basic research psychological mechanisms underlying the action of the advertising message. It is on their results that the experience of both consultants of advertising agencies and methodologists of practical research is based.
4. Direct participation in production process preparation of advertising. In the activities of an advertising agency of psychological optimization, the creative process of preparing advertising messages is most accessible. The technology of their creation involves the formation of the idea of appeal, the development of various solutions for its practical implementation. At this stage, brainstorming and other methods of group discussion are effective tools. The method of expert assessments, scaling, and semantic differential can help in choosing the options for advertising appeal. The organization of these processes by a qualified psychologist will raise them to a higher professional level.

Comprehensive psychological support for an advertising campaign implies the provision of all these functions, so an advertising agency interested in success needs either each of these specialists separately, or the services of a research organization.

assessment of the effectiveness of the psychological impact of advertising;
assessment of the psychological safety of advertising products.
Psychological effectiveness advertising impact- a psychological attitude, which manifests itself in the consumer's assessment of the advertising message as trustworthy, interesting, useful, capable of satisfying needs, as well as when the information contained in the advertisement is transformed into personal knowledge, becomes a belief, becomes an incentive to action.
Psychologically Safe Ads Is an advertisement that does not violate human rights, does not harm the person, physical and mental health of a person, as well as his property (Pronina, 2002).

Often the emphasis in research is placed precisely on the effectiveness of the impact, while its psychological safety is overlooked. In our opinion, these two variables are closely interrelated and should be studied together.