Communication Efficiency is the ratio of the result obtained from the organization of communicative activities to the cost of obtaining it. Reflects the interdependence of the costs of communicating and the result obtained when communicating goals. Evaluation of the effectiveness of communications can be both quantitative and qualitative. The quantitative aspect is more inherent in commercial communications and is associated with the estimate of quantitative indicators (for example, as much as the sales volume has changed, market share; the efficiency of advertising is determined, that is, the relation of the effect received as a result of advertising to advertising expenses). The quantitative nature of the communications is more difficult to measure, as the assessment is made by quality indicators

The effectiveness of communications is influenced: the choice of communication channels (vertical, horizontal, ascending, descending) organization of access to information information methods (verbal and non-verbal) information is characterized by its fullness, openness, transparency, reliability, clarity of wording, understanding the information transferred by all participants adequately. The quality of personnel involves the level of qualifications, the range of professional competencies of personnel.

Indicators of communications affecting the development of organizations to the subjects of the communication process - the sender and recipient of the message (communicator and recipient); Means of communication (words, paintings, graphics) as well as channels for which messages from the communicator to the recipient (email, telephone, radio, Internet) Communication subject (some event, phenomenon) and its message appear (article, Order) effect Communication - the consequences of communication, expressed in changing the internal state of the subjects of the communication process, in their relationship or in their actions

Improving communications in the organization The first paragraph provides for technical support of communication processes. The modern organization is obliged to have the necessary technical means to exchange information on the vertical and horizontally. Such means may have an extensive internal telephone connection, a computer network, an email communication system with remote units, a video conferencing system. The second point must be denoted by the optimal organization of the company's document management. Creating such a system should include as quickly as possible passage of documents from senders to recipients. The third item is the correct placement of filters on the way of information flows. Such filters must provide: addressing information on specific recipients; sorting information according to the degree of importance for the recipient; prevention of information overload participants in the communication process; The fourth item establishes the procedure for working with external information. The fifth point concerns the features of speech interpersonal communications. The leadership needs to develop forms of such communications, separately for various personnel categories - for top managers, for middle managers, for ordinary workers and for the entire team as a whole. For top managers, the most optimal means of information sharing will be meetings held regularly installed in the routine of the working day.

The sixth clause of the program provides for the creation of an effective feedback system that allows, firstly, control the timeliness and adequacy of the assimilation of information, and, secondly, to speed up the management response to the initiatives proceeding from the bottom. Feedback can be organized as: regularly conducted surveys, both middle managers and ordinary workers; Systems for proposals, organized in the form of boxes for written proposals, the seventh item provides for the policy of leadership in relation to rumors. It is desirable that the leadership learned to control the process of rumor propagation. This can be done by identifying the rumor propagation channels and putting them under control. Rumors that harm the overall atmosphere of the company should immediately stop, publicly or by running counter-hearing on the same channels. The eighth item must contain a mini-program of improving the culture of interpersonal communication. This is that each leader must learn himself and teach subordinates to clearly formulate the task contained in the transmitted information, to properly choose the channel transmission channel, learn to follow the language of own poses, gestures and intonations, learn how to properly express their thoughts, to be open to communication .

Conclusion

Communicability - the ability of a person to establish business contacts, the ability to listen and "hear" the interlocutor, while observing your interests.

Being a sociable is an important property, especially for sales manager and a sales assistant, but also for other specialists can play an important role at a difficult moment. Place an employer to yourself, agree on the change in the employment contract, quickly "join" in a complex team - all this will easily do a sociable person.

Is the community of congenital quality? Or can I "train" communication with other people, reading psychological books or participating in trainings? Of course, some of the nature is given to feel the interlocutor, to be on the same wave even with an angry client. But this does not at all mean that the rest does not need to work on yourself, do not try to establish friendly relations with colleagues or neighbors on the landing.

Communicability, in my opinion, in our modern world is the most important criterion for a successful life. Thanks to such a quality as sociable, man is much easier to build relationships with him. And this applies equally both interpersonal and business relationships. Because the requirements of not only high professionalism, but also a deep understanding of the principles of communication are imposed on the service professionals. Tourism specialists, museum service, home management must be perfectly able to qualify for a conversation, in general, feel confident both in the household and in the business spheres of communication.

List of used literature

1. Goyhman, O.Ya. Speech Communication / O.Ya. Goyhman, TM Hope. - M.: Infra - M, 2001. - 100 p.

2. Russian language and speech culture: studies. Manual / under. ed. O.Ya. Goyhman. - M.: Infra - M, 2002. - 187 p.

3. Psychology of communication: studies. Manual / A.A. Leontyev.- 4th ed. - M.: Academy, 2007. - 368 p.

4. Psychology of business communication and management: textbook / l. Stolyarenko. - 5th edition. - Rostov-on-Don: Phoenix, 2006. - 416 p.

5. Evseeva L.A. The strategy of communicative activities abroad // Innovation - 2002. - №4. - from. 59-61.

6. Ivanov I.A. Innovative management: Textbook for universities. - Rostov-on-Don: Baro Publishing House - Press, 2001.

7. Innovative management: Tutorial / under. ed. L.N. Rolling - M.: IFRA - M, 2002.

8. Innovative management: Textbook for universities / S.D. Ilyenkova, L.M. Golberg, S.Yu. Yagudin et al.; Ed. S.D. Ilyenkova. - M.: Banks and stock exchanges, Uniti, 1997.

9. Innovative management. Tutorial / Ed. S.D. Ilyenkova, - M.: Uniti, 1997

10. Kruglova Yu.Yu. Innovative Management: Tutorial. 2nd ed., Add. - M.: PDL Publisher, 2001.

11. Radionova S. P., Radians N. V. Estimation of investment resources of enterprises (innovative aspect). St. Petersburg: Alpha, 2001.

12. Fathutdinov R.A. Innovative management \u003d Innovatory Management: Tutorial for university students in the specialty and direction of "Management". - M.: Business School "Intel-Synthesis", 1998LlBest.ru

This article has its goal of theoretical substantiation of the need for research and methods of communicative efficiency of advertising, which are used in scientific research and the real practice of communication companies (Yakovlev: 11). Let us dwell on some principal moments of the article. Determine in the concepts. There are a numerous number of definitions of an understanding of advertising and promotional activities, but its main essence, according to the author, is contained in the interpretation of advertising in the Federal Law "On Advertising". 2006 "Advertising is information common in any way in any form and using any means addressed to an undefined circle of persons and aimed at drawing attention to the object of advertising, forming or maintaining interest in it and its promotion in the market" (FZ " About advertising "2006: 1). Here are all the necessary elements of the implementation and control of the advertising process: information - distribution - means of distribution - advertising audience (circle of persons) - advertising product (advertising object) - attracting attention - formation and maintenance of interest - promotion on the market. Understanding the content and values \u200b\u200bof these elements allows us to understand the focus of finding the efficiency of the advertising process.

Advertising distribution is carried out by advertising aspinner (Media Placement Agency, Advertising Medium) - a legal or individual carrying out the placement and (or) distribution of advertising information by providing and (or) the use of property, incl. Technical means of broadcasting, television broadcasting, as well as communication channels, airtime and other ways. (FZ "On advertising" 2006: 1) Advertising dissemination means are traditional advertising information channels, among them the mains are: mass media media (ATL (SHEVChenko 2012: 13), UNDEED (BTL) (Shevchenko 2012: 14) and auxiliary means of distribution of advertising: PR (Shevchenko 2012: 15), direct marketing, packaging, etc. The most universal and virtual transfer of advertising information is the Internet, which is considered as a competing site for traditional advertising channels. This moment is essential for Further study of the approaches to the effectiveness of communicative impact of advertising (ATL) and marketing communications (BTL).

In this article, advertising is considered as part of a common communication process. What does the overall communication process mean? The fact is that in the modern information space of communication is not a limited set of informing and "beliefs", possessing the inner freedom and power of exposure. In the modern communicative process, advertising is a powerful form of informing, but not the only one and therefore is not decisive. Advertising - information aimed at an uncertain circle of persons about goods and services (traditionally understood as media, new media on the Internet) is one of the sources of information where consumers receive and draw information on products and services. In the communication process, from where consumers learn about the existence of goods and services, in addition to a targeted information process, which is advertising, there are still specially organized (for specific segments of the target audience - potential consumers) and unorganized ways and technologies for informing and "coercion" to purchase. The so-called BTL-Communications and other forms of direct information (communicative) impact (Internet communications), up to "Tet -a-Tet", which is the personal sale and other ways to bring information to buyers who were considered before.

Advertising audience (Shevchenko 2012: 16) is considered by advertising specialists as a target audience. Understanding the target audience (CA) in marketing and advertising is key. A more general understanding is a group of people who sent an advertising campaign, these are those who with a great degree of likelihood will take advantage of the service or buy goods. The target audience is a specific group of people who need to be attracted by advertising and other communication. Given that advertising is no longer a single communication that reaches its own goal, it is one of the obligations of the impact and "coercion" to buy consumers information about goods and services, one should distinguish between advertising and advertising campaign. In the case of an advertising campaign, we already mean the totality of marketing communications: ATL, BTL, PR, LP, DM, Packaging, Exhibition, Event - Marketing, Publications and other managed and unmanaged ways to bring information and beliefs to acquire a specific product or service, a specific company ( brand).

Therefore, in advertising communication, all consumers of advertising from the target audience of the advertising campaign should be distinguished. The consumer of promotional products can be any person who has noticed or heard a message about the product. This is the result of the work of advertising circulation in the media (ATL). Here, the target audience is a group of people who aims advertising appeal (Bove, Arens 1995: 3). The target audience of the advertising campaign is already potential buyers who are specifically aimed at advertising about a specific product and marketing efforts to promote it (activities) (BTL; LP, etc.). At that moment, when we consider CA advertising, we mean a group of people to which the advertising message came, information. But, if we consider a Cax advertising campaign, then we already mean potential consumers of advertising. For marketing target audience is its target market segments. Market Segment is a large, clearly defined group of buyers within the market with similar needs and characteristics other than other target market groups. It is also a market area represented by competing companies. The target market is a set of market segments to which the company's marketing activities are oriented. For example, the residential real estate sector in the real estate market.
Central Asia can be determined on the basis of age, gender, special interests or social levels. For its search, geodymographic research and lifestyle research can be used. (Jefkins 2008: 7)

The target audience is the people who are most likely to acquire advertised products. The qualitative definition of the target audience will allow you to choose those types of advertising communications that can be able to influence direct consumers of advertised products. For a deeper understanding of the specificity of the efficiency of "work" of the media advertising, a specialist in media planning (Shevchenko 2012: 17) is worth dividing the target audience into two segments. The first segment is obvious consumers (with stated needs): Users who have decided to acquire any product or service, they themselves are actively looking for information using search engines and / or thematic authoritative (from the point of view of users) sites.

The second segment: Potential consumers (hidden needs): Users with a certain intention, but with uncertain preferences, as well as users without certain intentions and preferences. Media advertising is just aimed at the second segment - the audience, which needs to achieve loyalty and stimulate it to decide on the acquisition of goods or services. Thus, the target audience in media advertising is users who have an advertised product or service. It is for them that the advertising impact is aimed, the actualizing need for acquiring. So, we will distinguish the communicative effectiveness of media advertising (ATL-Media) and the communicative efficacy of the NEMBER advertising BTL and others. Forms of marketing communications that have feedback from consumers of communications.

Let us turn to the description of the known methods and technologies to increase the communicative efficiency of advertising.
Communicative advertising efficiency - measure to achieve the goals set by the advertiser to change the ideas, attitudes or behavior of the target audience using reporting advertising information about goods and services through the use of various means of delivery of advertising information. The area of \u200b\u200bmethods for assessing the communicative efficiency of advertising forms a wide layer of problems. The most relevant today is not so much understanding of the essence and specifics of methods, but the problem of effective use and experience. There is an opinion that it is better to rely on the professional experience of the advertiser and a small advertising developer than to base advertising activities on the results of the methods that are offered today to evaluate advertising. Universal methods are not enough, the area of \u200b\u200bpractical application is not filled out as far as this is done in terms of theoretical. It is also important to understand that the study of the practical foundations, the specifics of the application and practical experience regarding the existing methods is the possibility of obtaining unique knowledge. The first level of study is an analysis of the most theoretically developed methods, which is paying attention to almost all the authors who study the area of \u200b\u200badvertising research. The second level is the analysis of the experience of using the methods by leading Russian research companies. This will make an idea of \u200b\u200bthe approach of those who directly evaluates the problem of numerous and absence of systematization of methods.

Let us dwell on quantitative and qualitative methods of research of advertising efficiency.

Quantitative methods make it possible to obtain information in numerical expression, that is, to estimate the quantitative dynamics of one or another indicator. Methods are an adaptation of sociological tools (polls, hall tests) and statistical and mathematical data processing techniques (tools of comparative, cluster, correlation analysis and compliance analysis). "The correct compilation of the sample is the key moment of research," Researcher A.A. Belogorodsky (Belogorodsky 2006: 2). This can be added to this that the correct compilation of the sample is a critical condition for the proper quantitative study. We also note that quantitative research can be carried out at a time to measure a number of indicators in statics for a certain point in the implementation of the advertising campaign, or constantly during a certain period in order to track the effect in the dynamics. The second type of research is trekking, or monitoring. (http://lib.ru: 22) As a rule, quantitative research, regardless of the nature of their conduct, the following indicators are measured:

• Knowledge of brand / product (spontaneous and with a hint)
• Loyalty to Mark
• Knowledge of advertising brand (spontaneous and tip)
• Knowledge of advertising details
• Knowledge of carriers where brand has advertised
• General impression of advertising
• Unusual advertising
• Communication communications with brand
• Memorization of the key phrase of the advertising message
• Mark's image (Belogorodsky 2006: 2)

Interview represents a method of statistical observation ( businessvoc.ru: 23), Collect primary information carried out by handling questions to the target audience. There are many types of polls. First of all, polls can be classified depending on the method of collecting information: a survey at the place of residence, a survey with central location (in-Hall), including testing certain product qualities - Hall Test, street (including store), telephone Poll, Internet survey, questionnaires for independent filling (including postal poll). The key feature of the polling methods of assessment is the efficiency of data acquisition, which is why this tool is applied in many areas and solves the problem of a wide range. For a quantitative assessment of the effect of advertising communication, the following indicators can be involved: Spontaneous (i.e. without hint) knowledge of brands, spontaneous knowledge of advertising brands, suggested brands knowledge, prompt knowledge of advertising brands, buying brands for a certain time interval, positive attitude to the brand , negative attitude to the brand, etc. Serving methods allow you to determine the share of consumers who encountered an advertising message, the effectiveness of various media channels, assess the memorability of various elements of advertising, the understanding and availability of an advertising message, the relationship between advertising communication and the advertised brand. Also with the smallest degree of objectivity, the survey can help assess the level of influence of advertising on sales. The survey method is applied at the post-test stage when the target audience has already familiarized himself with the promotional materials, or at the pre-test stage, when the respondent is provided with promotional material for familiarization, and then questions are given aimed at obtaining more specific and private information than knowledge of brands. And advertising brands. For example, it can be used to choose between several options for advertising materials by measuring a number of indicators, such as the obviousness and memorization of the advertising message. It can be assumed that the overwhelming majority of research companies use this method, and most employees of advertising agencies faced the practice of using surveys when evaluating the effectiveness of advertising. (Metels, Discovers 2010: 9)

Specialized Advertising Efficiency Assessment Methods There are procedures that provide solutions to such special tasks as an assessment of advertising, taking into account the specifics of the media media or a study stage. Unlike general methods, they are often designed to solve more specific purposes. For example, a survey can be used to solve the tasks of assessing advertising any media at any stage of the campaign development, while specialized methods are optimized for specific needs. As an example, it is possible to solve such tasks as tracking the effect of Poplane for dynamic materials, detecting the effect from individual elements of advertising both for static and dynamic media media, detecting the compatibility of promotional material with another information located in the same media in the post stage -Test and so on. Consider the two most proven specialized methods.

Baar method - "Experimental study of the pilot perception of video materials conducted with direct viewing" (www.baar.ru: 32). The method allows us to evaluate promotional materials not only as a whole advertising product, but also to identify the communication effect that occurs from any element of the video material: per second tracking of the row of indicators, on the basis of which you can make a detailed communication analysis. The scope of the BAAR method wide, and the task array solved by the method covers the main efficiency issues. According to the author of this work, the method in particular has the advantage over other methods due to the fact that it can provide detailed information not only about basic indicators arising from communication, but also to find the cause of efficiency or inefficiency, which in turn is soil for Further prediction and diagnostics. The method is applicable to solving such problems as an assessment of dynamic advertising materials Poplanovo, a second control effect of advertising communication, as well as an estimate of the effect from individual elements of advertising material - visual, musical series and textual video content. In addition, the method is optimal to determine the strong and weak storyline, evaluating the characters and heroes of promotional materials, optimizing the advertising message for visual and audible perception of the material.

Method of building perception cards Based on the technique of direct assessment by respondents, the presence or absence of significant consumer characteristics in the goods whose advertising is investigated. Respondents evaluate the goods after familiarization with the stimulus material - with the advertisement of the product. The assessment is carried out according to the characteristics that are pre-formed at the preliminary study stage and are formulated in the lexical form that consumers use. The data obtained in the survey of respondents is statistically processed and form a general assessment of the goods on a significant selection factors for consumers. A number of factors include several source characteristics that can be as clearly realized by the consumer and are in the "hidden", unconscious state. The specifics of this method lies in the fact that at the first stage, the perception of advertising material is estimated, and the expectations that this advertising material generates relative to the product. Expectations that have been identified after familiarization with advertising are compared with expectations that are generated by the goods in its physical embodiment - packaging and logo, without additional advertising communication. This technology allows the choice of advertising material, which generates the most favorable expectations from the goods, that is, to find an effective advertising "promise." The method of perception cards, due to its versatility relative to communication channels, has a wide range of applications and an extensive circle of the issues under study. Unlike many methods, building perception cards allows you to identify direct dependence between elements of communication and its overall efficiency, find an advertising message that will not be simply noticed and remembered, but will generate a favorable effect.

Semantic Differential method (Yasievich, Perminova 2005: 12). The behavior of the consumer cannot be explained solely by the motives that it can demonstrate and voice (for example, within the framework of focus groups or deep interviews). There are also unconscious motives that cannot be identified with a direct formulation of the issue. The task of identifying such unconscious motifs solves the method of semantic differential, the possibility of which includes information from an affective level. Semantic differential is a projective psychosemantic method. It is applied in studies that are associated with the consumer behavior and perception of a person, the analysis of motivation. This is a combination of the method of scaling and associations. The method allows you to identify the emotional side of the meanings that perceives the individual in the object, and unconscious associative connections between objects. The essence of the method is to build a semantic space - a certain model of individual consciousness, and in determining where the object is located in the semanthytic space, which is studied. The result of the assessment is a map of the relationship of factors in the semantic space. The factors that fall into the basis of semantic space are not objective characteristics, but a metaphorical expression of the respondent's relation to the object being studied. The researcher compares some ideal parameters with test. This is how an assessment and comparison of objects that can act as a whole advertising campaign and its individual elements are drawn up. Also, using the method of semantic differential, the task of identifying the impact of the evaluation of the effectiveness of individual elements of advertising is solved. Russian authors Pavel Yulia and Julia Perminova (Yulia, Perminova 2005: 12) noted that the advantage of this method is its relatively low cost, this is explained by the small size of the desired sample in comparison with other assessment methods. The researchers also indicate two significant shortcomings of the method. First, it is the difficulty of analyzing the information that is presented in a three-dimensional data matrix (respondent, object and scale), and analytical statistical packets are not intended for such an analysis. Secondly, in addition to the subconscious motives, it is necessary to take into account the "rational explanations of consumer actions" (Yasievich, Perminova 2005: 12), which cannot be taken into account when evaluating the effectiveness of advertising communication with the help of semantic differential. Quantitative methods for assessing the effectiveness of advertising are varied by their own theoretical basis, and, depending on its specifics, various tasks can solve. Devis Joel attracts the attention of marketing analysts in measuring advertising research to relate concepts, such as opinions and installations, with observable events (indicators), such as answers to questionnaire questions. The measurement process consists of seven stages combined into three main stages: the first stage of measurement is the identification and definition of the concept - this is the stage of clarification. It begins with the development of a general presentation of the area being studied and ends with the formation of a pronounced formational definition that should be measured; The second stage is to specify the observed indicators - this is the creation of a measurement toolkit. At this stage of the measurement process, specific observed events are set and tools are being developed. The researcher determines the nature of the information required and is looking for the most acceptable ways to collect it. In the process of implementing the second stage, decisions are made on the appropriate measurement level (nominal, ordinal, interval or relationships) and the corresponding format of questions (open or closed) is selected. At the nominal level of measurement, the answers are attributed to mutually exclusive and exhaustive categories. On the ordinal level of measurement of the value or responses are ordered according to severity along the clearly specified axis of the measurement. The interval measurement level has all the properties of the sequence measurement with an additional property: the distance between any two divisions on the scale is equally.

The level of measurement of the relationship has all the distinguishing features of previous levels and an additional property of a true, unselected arbitrarily zero point; The third stage is an assessment and review of indicators (observed events) - this is an assessment of the quality of the measurement toolkit. The measurement tool must be reliable and valid at the same time. Unreliable or non-valid tools are recycled or discarded before the study. (Devis 2003: 4)

We turn to some qualitative methods for assessing the communicative efficiency of advertising.

Focus group - The most popular form of quality research in the field of advertising. Planning the work of the focus group begins with two parallel stages. The first stage is related to the moderator's operation: select the master, conduct instructing and develop a guide to conduct a group discussion focus. The second stage is related to ensuring the operation of the focus group: decisions are produced relative to the characteristics of the group, the number and places of focus groups, the necessary equipment, the recruitment of participants, the successful implementation of these two stages precedes the actual focus group. The work of a typical focus group takes place in seven stages:

1. preliminary instructing;
2. presentation of participants and personal information;
3. establishment of the context of the discussion;
4. basic discussion;
5. summary;
6. collection of opinions in the observation room;
7. conclusions.

The process is completed by assessing the activities of the first set of groups, making changes or corrections (if necessary), analysis, representation and application of the results obtained for decision-making.

The quality of information obtained as a result of focus groups depends on the behavior of observers. Observers should:

• come prepared;
• follow the course of discussion from the very beginning;
• focus on the overall picture;
• listen to the words of each participant;
• listen to all comments of participants;
• do not make hasty conclusions;
• do not allow the judgments about the personality of participants to influence the perception of their statements;
• do not give in to the opinion of the dominant participants.

Finally, new technologies, such as video conferencing, conducting focus groups by telephone, the work of "virtual" groups, expand the possibilities of advertisers with specific requests. (Devis 2003: 5)

The group focused interview method is aimed at obtaining preliminary information, the development of research hypotheses on the process of advertising communication, checking the persuasiveness of the argument systems and the choice of motivation to develop the concept of an advertising campaign, that is, for situations of the use of deployed texts in advertising communications.

A significant advantage of this method is the ability to identify the most detailed and specific information.

The method of extended creative groups It is a study based on the standard focus group method, however, providing the opportunity to obtain information about much deeper levels of human consciousness. A. Kutlalia and A.Popov (Kutlalia, Popov 2006: 8) offer the following techniques of "disclosure" of subconscious motives: intuitive associations (verbal and non-verbal); Picturesque techniques, BUBBLES (Figure Completion), collages (appliques), laying from plasticine; Unfined proposals, anthropomorphism (respondents give the product characteristics of a person), role-playing games. The results of such studies differ much more unpredictability than the results of focus groups, however, the data obtained is much more difficult to interpret, which creates a significant drawback and small practicality of the method. First, there is a need to promptly obtain a large number of generalized information about perception, the attitude of the target audience for advertising is provided by focus groups. Secondly, information on the subconscious motivation of the consumer needs, about its unconscious judgments - this task is solved by the method of extended creative groups. Thirdly, a high level of control of the reliability of information reported by the respondent and assistance in understanding and the formulation of mental processes arising in the Communication process is necessary.

Depth interview method . The key feature of this method is the strong involvement in the process of researching the respondent and the interviewer, which, with high-quality and correct conduct, guarantees reliable information on consumer installations, attitudes towards advertising, an understanding of advertising materials. That is, the extraction of psychological characteristics, manifested as the effect of advertising communication, will most likely happen without errors. This is the main difference from group qualitative methods, where to control the accuracy of the information provided by respondents is not always possible. The deep interview as a method for assessing communicative advertising efficiency can be used to evaluate any type of advertising media and at any stage of the development and implementation of an advertising campaign. As you can see above, the area of \u200b\u200btasks that solve quality research, wide and heterogeneous. The deep interview allows you to avoid two problems that are difficult to control the group discussions. The first problem that can be solved using a deep interview is the complexity of verbal transmission and description by the respondent of the state that it is experiencing. This method allows the moderator to assist in the disclosure of consumer behavior, which are not recognized by the respondent. All new methods and new approaches to quantitative and high-quality assessment appear on the research services market, their number is actively growing. This is largely due to actively developing new media, a change in consumer trends in the country and in the world and other external factors. A large number of methods that are effective and innovative are copyrighted and patented. It is impossible not to note among them quantitative methods as the Benchmarking technique (Communication Agency MindShare), AdWiser Methods (Nielsen Research Agency) and Eye-Tracking, and many others. As for the development of media media, you can bring a few topical examples. So, to assess the effectiveness of advertising in computer games, tracking systems for the main indicators of communicative efficiency are developed. Developments to optimize assessment methods are actively conducted by IGA Worldwide over the past five years. (Sostav.Ru: 31) Quantitative studies today are becoming increasingly popular and in demand due to active use in promotional purposes of a new, unique media channel - Internet. In addition to the already traditional studies that assess the efficiency of accommodation and the efficiency of creativity of traditional banner and contextual advertising, innovative methods of assessing the effectiveness of advertising communication on social networks appear. This is not similar, unique approaches designed specifically for this direction.

Consider some aspects of analyzing the methods for assessing the communicative efficiency of advertising that are used. russian research companiessuch as: Comcon, Romir, Magram, GFK Rus, Ipsos, Synovate. These companies are market leaders. We present the results of the review of the methods offered by leading companies in Russia.

I. To date, the research company COMCON. (www.comcon-2.ru: 24) adheres to the classification of the assessment methods for quantitative and high-quality. As part of the first and second group, several methods were proposed. Quantitative studies are mainly represented by survey techniques, as well as such specialized tools as Eye Tracking. High-quality - focus groups, advanced creative groups and depth interviews. In parallel, the task solutions area by ComCon expands a group of specialized patented techniques designed specifically for various types of media. Obviously, two ways to systematize the services offered optimally based on the list of proposed methods. For different types of media, the company offers a set of methods that are most effective organizing the collection and processing of the necessary information based on the tasks and the specifics of the media. Often, high-quality and quantitative methods are combined to achieve a better result. ComCon researchers assess the effectiveness of video, audio, outdoor, printed and Internet advertising. A unique feature of the advertising assessment in the press is the possibility of identifying not just the attitude of the audience for advertising and its perception, but also assessing the compatibility of advertising with non-defective materials of the publication. The second advantage of ComCon is the possibility of "to study the comparative effectiveness of advertising formats in the press, evaluate the media efficiency of advertising and analyze the influence of various parameters of the creative concept on efficiency" (www.comcon-2.ru: 30). Evaluation of the effectiveness of outdoor advertising at ComCon multifacene and is carried out for a wide range of media. This service features a company from many other media list media for which evaluation techniques have been developed.

II. Research company Ipsos. Russia. (http://www.ipsos.ru: 26) does not give the classification of its techniques. They are represented by a list, in which patented techniques are first given, solving the task of assessment at different stages of the development of an advertising campaign. NEXT * ADLAB and NEXT * STRATLAB are combined pre-test techniques that distinguish IPSOS from competitors. They include methods of focus groups and surveys, solve the tasks of searching and choosing the most successful creative strategy and advertising materials for any kind of "stimulus materials" (http://www.ipsos.ru: 18). The following group of patented IPSOS methods is designed specifically for various types of media - video, radio, printed, outdoor advertising. The company also has an assessment of advertising, whose target audience is children, for this, a separate technique that combines high-quality and quantitative methods has been developed. In addition to the patented IPSOS methods, the Focus Group method uses. The spectrum of IPSOS Russia services is very wide and covers almost all areas and directions of advertising activities, with the exception of the assessment of the communicative efficiency of Internet advertising.

III. GFK. Rus (www.gfk.ru: 25) offers a number of techniques that combine quantitative and high-quality methods (this trend is traced in all companies considered by us). In addition, the GFK is the author of the methodology optimized for a one-time assessment and indicators of economic efficiency, and indicators of communicative advertising efficiency (GFK ATS).

IV. Synovate. (www.synovate.com: 29) is the only one of the leading companies that does not offer specialized methods to assess the communicative efficiency of advertising. Standard methods that use Synovate researchers - focus group, an extended creative group, mini-group, deep interview (with one respondent, Diads, Triads).

V. Approach Romir. (www.romir.ru: 28) The assessment of the effectiveness of advertising is largely different from the approach of other companies: the refusal of specialized is explained by individual programs that will most effectively solve specific clients' tasks by combining various methods. Methods are not systematized, the company does not divide into high-quality and quantitative methods .. ROMIR uses focus group methods, deep interviews, polls, lounges.

Vi. Company Magram. (www.magram.ru: 27) conducts separation of methods for high-quality and quantitative. Like Synovate and Romir, does not offer copyright and patented methods for assessing the efficiency of advertising. Among the methods used are focus groups, extended creative groups, several varieties of interviews, various types of polls.

A visual comparison of two "levels" of methods is presented in Table 1.

Table 1.

Based on the review, a number of trends inherent in the "level" methods that are offered by researchers can be distinguished:

• Focus groups, extended creative groups, deep interviews and surveys are the most common methods that are used by almost all major companies. This can be explained by two reasons. First, this group of methods makes it possible for a short time time to receive a large amount of information, they are prompt and informative. Secondly, these methods do not require special equipment, and therefore, they can largely be considered simple in the implementation and economical.
• The focus group method is used absolutely by all companies studied in this work.
• Otherwise, the proposal of research companies is represented by copyright patented techniques that expand the company's research area. Most often, these methods allow us to evaluate the effectiveness of printed, BTL, audio, video of promotional materials based on their specifics. However, this trend cannot be postponed to the entire industry: mostly large companies can afford special developments and technically complex resources.
• Since most companies offer the services of a very limited circle, a question arises about demand for more complex studies based on the methods of semantic differential, building perception cards that allow you to extract information from unconscious and affective psyche levels and simulate advertising effects. Perhaps these methods are included in the patented methods of companies, however, we have not mentioned them on the websites of research companies. If their proposal is significantly less than the proposal of simple and operational research, it is possible to make an assumption that the demand for complex studies is low. As far as the industry's requests correspond to the proposal that professionals producing advertising are expected to evaluate the effectiveness of their products - these questions are made by the author for consideration in the third chapter.

The level of practical application is represented by a wide group of methods. The area of \u200b\u200bsolved tasks is not so wide as it could be: we noticed that it is not proposed to study the affective components of the psyche, simulation of the advertising effect at the pre-test stage. The theoretical level is certainly much more extensive, because we initially considered only the basic methods, however, in addition to those who were analyzed in this work, there is still a huge number of methods. It is obvious that the theoretical level is not fully involved, there are large areas of methods absolutely not demanded in practice.

The next task to be solved with the help of this article is to study the following "level" methods - those familiar and are used by employees of advertising agencies. It is necessary to identify the tendency to apply various methods for assessing communicative efficacy and formulate provisions characterizing the range of advertising evaluation from the point of view of the advertising agency. In addition, the study of this area can provide the possibility of studying the specifics of the demand for research, which we marked in the second chapter.

In the study for 2011 (Chernikov 2011: 10) experts from advertising agencies were interviewed. Based on this survey, the types of assessment of advertising communication were allocated. So, the general list of methods known to advertising agencies will present in the form of a deployed list with an indicator of the level of knowledge of this method with the questioned experts.

Table 2.

Universal methods, such as polls, focus groups, deep interviews, are known to a large number of respondents. Awareness and expectations from the assessment of communicative efficacy in large and small advertising agencies are significantly different. This is due to the specifics of the business and activities of the Agency. In a large advertising agency, activities are divided into several directions. Managers and strategists in their activities are directly faced with issues of assessing the effectiveness of advertising - mostly studies preceding the development of advertising materials, pre-testing of finished materials and post-testing, aimed at assessing the effect of the effect produced by advertising communications. Employees of small advertising agencies do not mention the methods with which you can estimate the communicative efficiency of advertising. It can be concluded that communicative effectiveness is likely not to be assessed at all in their practice. Representatives of small agencies more often talk about economic efficiency. If we are talking about the communicative efficiency of advertising, then employees of small agencies note a solution to private and more specific tasks, however, almost the entire team of employees in one way or another is aware of the specifics of using the assessment methods by the Agency.

In Russian advertising agencies, there is an ambiguous attitude to high-quality research. Basically, it can be described as distrust. The opinion of practicing advertisers in this issue is supported by Russian authors of books. The first reason is incorrect training of research. The samples originally required for high-quality research are not respected - instead of consumers of goods are invited just random people or acquaintances. The second cause of distrust is often not occupied by the professionalization of moderators and interviewers, their low qualifications and inability to properly conduct research. It is believed that the conduct of focus groups in Russia is incorrectly due to the wrong conduct of the organization. The following reason is the complexity of processing received information, since qualitative research methods suggest a deep analysis and search for motivation and causal communications, namely, why research participants express a concrete manner on the advertising material. You can interpret data in different ways, and in this case the quality and evaluation result will largely depend on the researcher, which analyzes the primary data. In the ratio of the use of various methods for assessing the communicative efficiency of advertising, respondents emphasize that it is difficult to understand the causes of one or another consumer reaction. This disadvantage recognized the weighty share of experts who participated in the survey (about 25%), other respondents did not indicate the shortcomings and restrictions inherent in quantitative assessment methods. Only 7% of experts as a limitation of any assessment methods cause measurement and analysis errors caused by the existence of external to communicate factors. More than 50% recognize the negative impact of the internal problems with respect to advertising communication of factors. For example, the factor in the existence of a group displacement of opinions when using the focus group method, the subjectivism of analysts and researchers, which interpret the results of the research.

What are the goals of companies and specialists in assessing the effectiveness of the advertising campaign? First, this is a form of reporting in front of the client. Especially successful this task is solved by quantitative assessment methods. First of all, the assessment can be carried out to control the effectiveness of solving business tasks.

In customer brifs, the goals of the advertising campaign in quantitative terms are always indicated, i.e. How much should the knowledge of the brand and the like increase. Therefore, the main purpose of the assessment is to control the indicators and comparing them with the established parameters of the advertiser. It is also a form of reporting to the client and monitoring the execution of planned indicators.

In Russian practice it is assumed that the choice of specific assessment methods that will be applied in the study are carried out or jointly by the advertising agency and the advertiser, or this issue is solved by a research company when familiar with the specific tasks that need to be solved. There is a very negative attitude to high-quality assessment methods, especially the focus groups, which was noted in the article.

However, the use of the method of focus groups in frequency in practice shows the highest result. In many advertising agencies, this method is used, with the exception of small agencies, including those specializing in BTL and DIGITAL directions, where the assessment tasks require other approaches and tools.

Table 3 presents a list of methods that were analyzed by us at the theoretical level, and the indicator of research companies and advertising agencies was revealed relative to this list.

Table 3.

The table shows which methods, being well developed in theory, remain unclaimed in practice. First of all, this is a method of using perception cards. It is impossible to argue with confidence that the method of perception cards is not used because of its theoretical complexity or the impossibility of solving problems. This method has its own unique advantages.

In the ratio of the method of semantic differential, another situation was identified: some experts are familiar with this assessment method and their agencies have the experience of using the method. However, the proposals of such services are not identified by leading research companies.
It can be concluded that the specificity of the research market, the range of methods and forms aimed at assessing the effectiveness of advertising is determined not only by major research companies. They are, rather, a reliable indicator of the quality of the development of the advertising industry as a whole at the present stage of its growth life cycle.

We pay special attention to what methods showed the highest level of knowledge and application are focus groups, deep interviews and polls. It is very important to understand that it is these methods that are interdisciplinary, and most importantly - universal. They are suitable for evaluating promotional materials at any stage of readiness and on any median traveler. The trend is quite obvious, because the methods that are offered by research companies are mainly universal, and in addition to them, companies offer specialized methods that decisive more specific, private tasks - it was revealed by us earlier.

The conclusion that can be done is a set of approaches to an assessment of advertising efficiency, which are actually used in practice, mainly constitutes universal methods.

• For advertising agencies, the assessment of communicative efficiency is, first of all, one of the stages of reporting to the client - the advertiser. (Devis: 6)
• Key features and specifics of various methods are clearly realized by employees of advertising agencies. Since theoretical knowledge is supported by experience and practice, employees of advertising agencies are aware of the advantages and disadvantages of various methods.
• Representatives of advertising agencies believe that there are no methods that provide absolutely reliable results.
• Employees of advertising agencies are questioned by the effectiveness of qualitative assessment methods, however, the use of some methods from this group is the most active compared to other assessment methods.
• For advertising agencies, the decision of private and specific tasks is a primary task, and not the accuracy of the effectiveness of the measurements of the advertising effect. The key feature of the use of methods for assessing advertising communication is the preference of universal operational methods with integrated techniques and specialized methods.
• A part of employees of advertising agencies in their professional activities are not at all faced with an assessment of advertising efficiency, however, they have basic theoretical knowledge of some assessment methods.

According to the authoritative opinion of J'Son & Partners analysts, the volume of the video content market has grown in 2010 to 20 million dollars. And over the next 5 years, the market may grow even 9 times - up to 182 million dollars. Trends are such. While browsing the online film, advertising can be shown at the beginning, late and middle of the roller, as well as on television screens. At the same time, advertising is less intrusive than on TV: its duration is smaller, it can be targeting based on the plot of the film and the geography of the user. At the same time, CTR (the share of responses from the audience side) in the video advertise is 15% against 5% in media advertising on the Internet. (J'Son & Partners: 19)

Figure No. 1. (MPG: 21)

The PR Technologies Agency conducted a survey of directors and marketing specialists from 50 companies included in the list of the 100 largest Russian online advertisers. The purpose of the survey was to identify relevant trends in the online advertising market. According to 62% of respondents, the main trend of Runet remains social networks - this is an obvious consequence of the popularity of this type of Internet services. Among specific advertising trends, complex integrated campaigns are most interested in (46.5%). They are not very far behind targeting (43.4%) and communication campaigns with sales, incl. Through the CPA model (with payment of accommodation for user actions). (www.prt.ru: 20)

The volume of this article does not allow detailed to highlight the features of approaches and methods in assessing the communicative efficiency of advertising on the Internet. But they are well known to those skilled in the art and they can be observed in Fig. №1.

Based on the analysis, it can be concluded that the specifics of using the methods for assessing communicative advertising efficiency, especially using Internet advertising, is not a limited number of approaches applied in practice and universal methods of its assessment.

): What strategies for survival and development we use and why. In this article, let's talk about the second basis of the PSYCHEA model: information theory. And also on what the task of branding and marketing in building high-precision and efficient communication.

What is communication?

Scientific definition: Communication is an effective synchronous or diaphrencies interaction, the purpose of which is to transmit information from one subject to another. For example, you are talking to a friend, or read a letter from colleagues.

On the household level: Communication is a discussion of the project with a colleague, sending an email, the site of your company, packaging on the shelf, advertising on TV and much more. In any case, in communication there is always the structure "Source -\u003e Information -\u003e Man".

Linear communication model proposed by the American sociologist Harold Lassuell:

1. Who reports?
2. What does it say?
3. On what channel?
4. Who reports?
5. What effect?

Someone -\u003e Something -\u003e Someone comes -\u003e on some channel -\u003e and with a certain goal. If it is not clear to whom and what effect information should be sent, then the communicative act will not take place, since no changes will occur as a result of this communication. How folk wisdom says: in one ear flew, it flew into another.

Therefore, there is such a thing as communicative effect - Reducing the level of uncertainty by obtaining new knowledge, excitement of emotion (anger, joy, sadness, fear), motivation to action, changing installations and behavior.

Examples of communicative effects

Example 1: Lecture of the teacher

• Who reports the teacher.
• What reports: Theorem Farm.
• On what channel: according to the audio (lecturer says, the student listens).
• Who reports: a student.
• What effect:
  • The purpose of communication is achieved (communication is effective): the student carefully listens to the lecture and applies the theorem to solve problems.
  • The purpose of communication is not achieved (communication is ineffective): the student "beats the Bald" at the lecture and does not apply the theorem.

Example 2: Item on the shelf

• Who reports the manufacturer.
• What reports: Buy my goods.
• Over the channel: Packaging on the store shelf (distribution channel).
• Who reports: to the buyer who makes a solution near the shelf.
• What effect:
  • The purpose of communication is achieved: goods purchased.
  • The purpose of communication is not achieved: the neighboring goods bought.

You already see that there is such a concept as "Communication Efficiency". Let's figure it out how you can affect it.

What does communication efficiency depend on?

Chennon Water Model Communication Structure

One of the most popular models is proposed by engineers and mathematicians Shannon and Weaver, in the middle of the 20th century. Each communication is seen as encoding and sending a signal, which is then decoded by the recipient.

In the example of the lecturer and student, the source of the signal is the lecturer, where the transmitter is its voice apparatus. It tells the material and creates sound waves (signal), which by air reaches the receiver of the addressee. Channel in this case - air in the audience between the lecturer and the student. The receiver is the ears of the student.

In the example of the product, the source of the signal is a manufacturer where the transmitter is a packaging (shape, weight, color, symbols, price, etc.). Channel - Shelf in the store. The signal is a complex image of goods at the moment of contact. Receiver - buyer's eyes.

The structure of communication in this model is as follows:

• Communicator encodes a message: The lecturer formulates the idea of \u200b\u200bconsciousness, the logic of the statement, selects the necessary words, intonation, intensity.
• The transmitter sends a signal: Voice apparatus of the lecturer makes appropriate sounds, sound waves are transmitted by air
• Channel interference affect the signal: If the lecturer far from students and says quietly, some of the information is lost. If someone from students talks next to, some of the information from the lecture is also lost, because another signal is mixed with the main one.
• Receiver gets transmitted signal: Sound waves fall into the student's auditory apparatus and turn into words and meanings.
• The receiver decodes the signal (restores the message): In the consciousness of the student, ideas and installations associated with the information received from the lecturer arise.

Stage 1. The concept of encoder and decoder in communication: how it happens

The telepathy has not yet invented, so to convey the message, you need to use information coding systems.

Coding - The process of transforming the ideal meaning of the communication that has arisen in the consciousness of the communicator (lecturer) into the form necessary in order for this message to achieve the recipient (student) on a given channel.

Decoding In a broad sense, the process of restoring the initial meaning of the message from the resulting signal. The fact that the student will understand the lecture of the teacher is what he decodes.

In Schannon Water scheme, it can be seen that the encoder is the signal source - the communicator encodes sense and broadcasts them to the addressee. The signal enters the destination receiver and the decoding process occurs. The decoder is the addressee.

In the example with the lecturer coder is the lecturer itself, and the decoder is a student. The encoder sends a signal in a speech form that the decoder interprets, that is, a listener.

An example with a lecturer's speech and students is completely understood. But you can look at more hidden encoding examples.

Images in advertising Coca-Cola

Encoded signal: Lemonade Coca-Cola drink during the new year. Coca-Cola is a holiday. Holiday \u003d Coca-Cola.

Key Visual from advertising Pepsi

Encoded signal: Lemonade Pepsi-Cola drink young, energetic, sports and popular people. Here and Messi also drinks him. Be as Messi. Lemonade Pepsi \u003d youth, energy, sport.

Encoded signal: The owner of Mercedes is the king-lion. Buy Mercedes, you will feel the king. Mercedes \u003d be king.

Encoded signal: Giraffic is a small child (the ratio of the head to the body, the sizes of the eyes and the proportion). We are the same as your baby.

What do we see?

In fact, the encoder here is the author of this communication. Designer (director, operator, creative, etc.), which packed information and sent a signal in the form of a television roller, poster or packaging. The decoder is an audience that receives this signal in a particular channel (TV, shelf in the store, street banners, etc.).

• using the image of "Lion", they create a connection with the concept of "king"
• stressing the situation with Merry Christmas, form a sustainable connection: Coca-Cola is a holiday
• demonstrating the energy and call of Messi, create a sense of status and energy in the Pepsi brand
• by broadcasting the image of a small child, the brand forms emotional connection with the buyer

With the help of symbols and images, a holistic emotional form-metaphor (some gestalt) of the brand in the consciousness of man is formed. At the same time, such formation occurs at an unconscious level, which is not controlled by the recipient.

However, not all communication is effective. Why are some messages achieve goals, and others are invested?

Stage 2. The concept of "noise" in communications: Why does communication have a different efficiency?

If you knew how rarely understand us correctly, you would more often silent.
Johann Wolfgang von Goethe

Ideally, everything happens only in fairy tales and annual media strategies. In the real world there is always a loss. And in the Shannon Water model there are key steps where partial loss of the signal occurs. Losses are associated with noise.

Noise- Any source of distortion of the volume and meaning of the message.

There are 2 types of noise:

1. Mechanical Noise (Channel Noise, Technical Loss) - due to the imperfection of the channel, which moves the signal.
2. Semantic noise (meaningful loss, source noise and recipient) - due to semantic distortions when encoding and decoding.

Mechanical noises are interference in the channel itself, related to the fact that in the process of signal transmission, it loses its strength and dissipates. If you show a video on television only once, then people will quickly forget about what was discussed. If you put only one outdoor shield in a big city, the signal will be too weak to notice it. If your product gets on the shelf only in one store out of a thousand, then you will not have to expect big sales.

Semantic noises are a misunderstanding of the meaning of the message. That is, the encoder sends a signal that cannot be decoded with a decoder.

We all know a children's toy grader.

A child learns to pick up suitable forms of objects so that they come to the holes. If it selects the right form, it is easy and easily passes into the appropriate hole. If not, it will apply effort, trying to plunge the wrong shape into an inappropriate cell.

The same thing happens in the consciousness of the consumer - if the brand's communication corresponds to the codes of the target audience, it passes easily and without resistance, reaching the desired effect. And if there is no - decoding does not happen, the audience does not understand the meanings and ... sales fall. We spend money on advertising, and the effect is negative.

Examples of noise

Example 1. Mechanical channel noise by which there is a signal

Imagine that the lecturer reads in such an audience:

If there is no microphone in the hall, then the students in the far end will not hear anything, as the sound will be absorbed by air. Lektrau does not have enough forces to finish up to them.

Another example of the noise of the channel - interference created by another signal source. For example, packaging of competitors on the shelf, next to which your product is worth:

Each brand from the shelf sends its signal, which overlaps the neighbor.

Example 2. Semantic coder and decoder noise

Imagine that you have told the most important information about how to achieve success and find treasure, but they did it in the Sauhili language ... If you know Swahili, it remains only to congratulate you! But in most cases, this information will remain a meaningless set of sounds. The fact is that you do not have a signal decoding system, that is, the knowledge of this language.

Not knowing your codes system, the sender encoded information so that it in principle could not be decrypted.

An example of a semantic encoding error

Or, for example, a brand broadcasts values \u200b\u200bthat are not acceptable in a particular sociocultural environment. For example, these are: in advertising tea, the father says daughter - "And in my life was Valera."

On the territory of the Russian Federation, such a statement of an adult man, and even in the presence of your child, will cause many questions. The message that the authors coded will be decoded erroneously in the overwhelming majority of cases. I wonder how they were doing with sales.

Stage 3. So what affects the effectiveness of communication?

The brand communication will be effective if you achieve minimal semantic losses and can overcome the channel noise. It is necessary to study the consumer psychology and design communication, which will be correctly interpreted, because it uses familiar meanings and images.

Speak with your audience in the same language.

To reduce semantic noise, you need to understand your target audience well. So, speak on her language understandable.

Studying your consumer, find the answer to the question: What is his code system in which he operates? What are his sociocultural norms and installations?

It is for this that there is a stage of research:

• Analyzing the market, you will understand the trends at the level of society: consumer trends, consumption models, technological shifts that will affect the market in the future.
• Studying the communication of successful competitors, you will learn what semantic fields they activate in the consciousness of target audiences, that they "encode" in their signals (products, packaging, advertising, etc.)
• Using deep interviews, observations at sales points, cognitive research, you can accurately understand what senses in relation to your brand and categories can be used. After examining his consumer, you can definitively identify which characters, forms, verbal and non-verbal metaphors need to be used to communicate without loss and reached the desired business results.
• Designing Customer Journey Map (Consumer Path) You will know exactly where, how at what point and that the brand should broadcast to your customers to become the "only" top of mind in the category.
• Conducting quantitative research you can check hypotheses and insights received from people and create communication, accurate as a sniper shot.

Immersing to the deep level of decision making your target audience, you can design the selection architecture and manage the fact that they will not be able to copy competitors - consumer experience. Creating communication of this level, you open the ability to build a brand, which will go beyond economic relations with the consumer and find the shortest path to the heart of the person.

Carefully learn the features of the channel in which you work

To effectively overcome the noise of the channel, you need to know and be able to work with the following directions:

• consumer Path: Where is found with your product, at what points it makes a decision, how the product uses what is happening throughout the path. This will give an understanding about the most efficient channels of interaction.
• channel specificity: coverage, relevance, audience type. You will know where to invest your funds to get the maximum ROI indicators
• the possibilities of perception in the channel: format, accessibility of the signal by visual, audio, kinesthetic perception channels. You will learn how contact should be built to achieve goals.

Understanding the specifics of the channel helps to reduce or minimize noise. Knowing how, for example, the shelf "works", helps to properly build a system of shelftrokers and wobblers, pick up well-distinguishable fonts, color and images, achieve proper placement and shares on the shelf, etc.

Understanding how your audience uses a web service or online store (devices, time of day, typical scenarios, etc.) allows you to unmistakably design UX-interaction, the types of interfaces, colors, pictograms, etc. Knowledge of consumption models will help build Effective strategy of mailings and activations for repeated purchases or Upsell.

The selection of the channel will affect the number and amount of information: Outdoor advertising on the highway should be understood in seconds (for passing drivers), and the promotional booklet for products may contain a lot of information (it can be read in calm mode), etc.).

Studying the specifics of the channel in which the brand is found with the consumer, you can achieve a maximum of returns from each monetary unit attached to the creation and delivery of the product to your consumer.

ROLE OF BRANDING AND MARKETING IN COMMUNICATION

It is not enough to produce a product and deliver it to the consumer. After all, at that moment, when he refuses him in favor of another, you will lose everything that invested in its creation and delivery.

To avoid this, you need to understand what your signal should be, so that the consumer understands it and fully realized. It is this task that the branding decides.

Role of branding in modern communication - Overcoming semantic noise. Branding is not "riceovalding", but the design of meanings. The semantics of your message is what branding is responsible for.

Delivery of the product to the consumer, sending advertising messages, Distribution - all this work with the channel, that is, overcoming mechanical noise.

Role of Marketing - This is the delivery of your message / signal / product.

Finally

The time we spend on advertising report recognition is reduced rapidly. Now the flow rate of about 34 gigabytes per day is collapsed. Within 20 years, the amount of information consumed will increase by 100%. This suggests that the requirements for the availability and capacitance of communication messages are rapidly growing. That is, any noise can become critical for your communication. Therefore, only those brands that rely on a deep understanding of the consumer and scientific approaches to branding and marketing will be able to survive and take the leadership positions in their categories and minds of people.

In the following material, we will talk about the third-based psychea model - ontology of common sense.

Depending on the purposes of organizers of communication companies, there are: functional (the result corresponds to the goal), dysfunctional (the result does not correspond to the target) and Afunnic (the result is not related to the target).

In contrast to the effect - the characteristics of the absolute, determining a certain achievement result, efficiency - characteristic principal

relative. Therefore, its expression depends largely on what indicators relate. The effectiveness of any type of activity is the function of the relationship of the three main elements - goals and objectives, means and results.

First of all, the types of efficiency should be distinguished:

As the cost ratio to the results obtained (E \u003d P / s), expressing the cost-effectiveness of the use of funds and resources - the effectiveness is higher than the less costs for obtaining the result;

As the ratio of the result to the persecuting targets (E \u003d P / C), expressing the exercise of the goals of activity - effectiveness, the higher, greater extent, the results correspond to goals;

As the attitude of the objectives for real needs, problems (E \u003d C / P), expressing the degree of rationality of the extended goals - the effectiveness is higher than the actual problems solve real problems.

Final expression of efficiency:

E \u003d c / p + r / c + r / s

Principles of Evaluation of Communication Management:

1. From the very beginning it is necessary to clearly define the purpose of the program and the desired result to set the standard for measuring the results. The objectives of the communication campaign must be directly tied to the general objectives of the business program.

2. It is necessary to distinguish between the outputs that are usually short-term (for example, the number of publications in the press or analysis of a specific message), and the measurement of the results, mainly far-reaching and capable of providing a serious impact on the consciousness of the target audience (for example, as far as the level of understanding and relationship has changed, And perhaps, behavior after the events held).

3. Measurement of the content of messages in the media, despite their importance, should be considered only as the first step in the assessment of the communication campaign. It can reflect possible dependence on messages and actual lighting in the press. However, this does not mean that the target audience has seen a message or answered it.

4. There is no single, simple, comprehensive tool or techniques that could accurately estimate the effectiveness of communication. Usually you have to use some combination of various measurement methods. It is necessary to take into account each individually or several of the following factors:

- Content analysis and monitoring of media reports;

- spatial analysis;

- surveys and research;

- Observations, methods of participation and / or role-playing games.

5. The efficiency of the communication promotion can be measured exactly if the basic messages of the organization, key target audience groups and the desired message distribution channels and feedback are identified.

6. It should not be evaluated by the communication campaign separately, given only the components of communication. It is very important when it is possible to tie what is planned and implemented by means of communication with all other tasks, goals, strategies and tactics of the organization as a whole.

The effectiveness of communications in the organization as a whole is determined by three main factors:

- open management;

- awareness of the values \u200b\u200band the need for communications with personnel;

- A qualified and experienced communications manager with modern technical resources.

Each characteristic should be expressed in specific indicators. It is easiest due to the cost characteristic (in the hryvnia, in equipment, in man-hours, labor costs, etc.), since they are easiest to be a quantitative account. More complicated with indicators of goals and needs, but they can also be found characteristics, including those having a quantitative expression: for example, public informing; development of personnel motivation; Understanding between the firm and its social environment, etc.

You can also talk about different levels of efficiency assessment: on the one hand, it is an assessment of the effectiveness of a specific event with a specific target group, on the other - the effectiveness of the communication management of the organization as a whole with all the target groups for a certain period, for example, for the year.

Depending on the assessment of the quantitative and high-quality side of the process, they are talking about assessing the results and evaluation of the results of the communication campaign.

Measuring the results of the communication campaign. The results are usually short-term or direct results of a specific program or public relations activities.

The most often results represent what is obvious at first glance.

Often this is the scope of attention or lighting in the print that the organization receives.

For other aspects of communication management, considerations of all prepared and widespread information: official documentation, releases, interviews, the number of rapporteur quotation, specific transmitted messages, certain positioning on an important problem or any number of measurable information units that are made as a result of a special action. The results are also an assessment of a certain event in the framework of a broader communications company.

Measuring results. The results of the communication campaign are estimated depending on:

Whether the target groups have sent messages to them;

Did you have attracted attention to these reports;

Did the meaning of the message clear?

Whether the target groups have saved these messages in any form or form.

The result can also be changes in opinions, attitudes and behaviors from the target audience caused by common materials messages. Usually, the results of the results are much more difficult and, in general, more expensive than their results, since the first require more complex tools and data collection methods.

Methods that are often used to measure the results include:

Quantitative research (personally, by phone, mail, fax, email, via the Internet, in public places, etc.);

Target groups;

Study of the relationship of selective audiences;

Studies before / after receiving the test (for example, a survey "to" and "after");

Observation, participation; and / or role-playing methods;

Multidimensional research.

When analyzing the effectiveness of the implementation of specific programs, projects and shares, it is important to assess what exactly people remember, how many people and how the attitude towards the company and the corresponding behavior changed. It is the actual behavior that the most common and convincing performance indicator of the communication campaign.

L_tera [3, 6, 7, 11, 13].

Do you prefer the "line" - "cage"? You are insulting issues related to the calculation of the effectiveness of PR-Messing: how can I calculate art? If you are ready to answer these questions in the affirmative, you congratulate you - you are a born PR! You can easily manage to keep up with all the news, emit a positive and find a common language with others!

The work of the PR department is often associated with the general communicative policy of the company and integrated into the corporate marketing strategy. And to marketing tools, and to PR today, high requirements for planning and analysis of communication efficiency are presented. If the standards for marketing calculations are clear and rosary, then there is no single methodology "PR mathematics" to calculate the efficiency coefficient.

In this article, we will consider several methods for assessing the effectiveness of the company's presence in Medicine, metrics, they are KPIS (key performance indicators) used to evaluate the vabies of the brand and the activities of PR departments.

1. Quantitative performance evaluation indicatorsPr.- Employment

Number of media outputs with brand mention / company. This indicator is widely used to evaluate the PR-activities of the brand and is nothing different as a continuation of such an involuntary phenomenon as a press. Advantages: It is easy to calculate, accordingly, it is easy to continue to conduct a comparative analysis by the volume of publicity for different periods of time. Disadvantages: absolutely does not give the idea of \u200b\u200bthe effectiveness of the presence of the brand in the media.

Common audience coverage (Gross.Reach.) - It is calculated by adding the audience of the publication, TV and radio programs, the average number of visitors to the site, where the brand mention was released, etc. Benefits: Often, data on the edition of the publication or the average number of viewers / users is publicly available, and therefore this parameter is quite simple in the calculation. Disadvantages: This parameter does not give us a real representation, how many people got acquainted with the media unit, where the brand is mentioned, nor the characteristics of the audience (and its compliance of our Centah).

It is clear that for high-quality analysis of the information field of the company and detecting relevant KPIS, only quantitative data is not enough.

2. Qualitative indicators of the assessment of the company's information field:

• Dominance of the brand and the share of publications with visual accompanuation of the brand
• Impact Rate - Brand Presence Efficiency Index in Publications
• Clean Coverage (NET REACH) by type of audience
• Share of the distribution of publications on the thematic media
• The tonality of object objects and the number of positive and neutral information reasons for publications

Consider the use of quality analysis criteria on the example of a media research company IBIC on three foreign retail banks: Nordea Bank, Raiffeisenbank, UniCredit Bank. Data for research was obtained as a result of monitoring traditional media (printed and online media) on the subject of "Mortgage" in one month. Media monitoring and analysis was carried out using the IBIC Compass information and analytical platform.

According to the results of the study by the number of mentions, Nordea Bank leads, followed by UniCredit Bank. According to the overall coverage of the audience in the first place also Nordea, Raiffeisenbank comes to the second. Next, consider how quotient data correspond to quality indicators.

1. Brand domination - This is the frequency of mentioning the brand in a news release in relation to other companies / brands present in the publication.

Visual accompaniment of the brand - This is an indicator that talks about the availability of visual content that has a direct attitude towards the brand (photos of the company's first individuals, the office, the presence of the logo in illustration, images with characteristic corporate color, etc.).

Both indicators give us a qualitative picture of the "penetration" of the brand, affect its recognition and can serve as one of KPIS for the PR department. Assessing them, we get a slightly different picture of the information field of companies, relative to the distribution of shares by the number of publications and audience coverage. Now, on the first place by the parameters of the dominance of the brand and mobular maintenance, the UniCredit Bank and Raiffeisenbank come out.

2. IMPACT RATE. - The index of the effectiveness of the presence of the brand in publications. In fact, this index combines the previously discussed indicators of the dominance and visual accompaniment of the brand, but in addition to all the time, Impact Rate takes into account the place of the news in the information source, and the first mention of the brand, its volume.

What gives us this index? First of all, using the IMPACT RATE, you can estimate the volume and efficiency of the brand presentation in each specific article. In addition, the average IMPACT RATE indicator for all publications for the analyzed period allows you to assess the degree of penetration and the influence of the brand in the information field. And it can also serve as KPI for the PR department.

3. Clean coverage (NET REACH)- The maximum close to the reality will reach the audience, which has familiarized himself with publications. This is a common audience coverage (GROSS REACH) adjusted to the Impact Rate index.

For example, the target audience of mortgage banks will most likely be the B2C segment. Accordingly, there will be an indicative of the number of publications in various sources in various types of audience, but a net coverage of the audience B2C.

So, we see on the example of the Nordea Bank, which, despite the slight amount of news outputs in B2C sources, in pure coverage, this brand has the best signs of entering the audience.

4. Share of publication distribution with mention of the brand on the thematic media It helps to appreciate the sources themselves and, if necessary, adjust the company's media plan. In this case, it also makes sense to pay attention to the net audience coverage, and not on the number of articles.

5. TONALITY OF ANALYSIS OF ANALYSIS selection topic of publications and informational reasons Allows you to analyze the publication structure of the company, assess the level of damage from negative publications and adjust the media strategy of the company's presence / brand.

In this case, it is also worth focusing on the indicators of the net audience coverage, because Not always, high indicators in the number of news outputs will indicate a "positive" or "negative" image of the company in the media.

conclusions

To obtain a full picture of the company's information field, it makes sense to use not only quantitative metrics, but also the qualitative criteria for assessing the effectiveness of the presence of the brand. It is important to analyze not only your own company, but also honey the activity of other market players.

The information obtained helps to determine the vector for the development of further communication policy of the company: where the mention of your brand is most often found on what sources and which audience do focus. It is possible to pay attention to the visual representation of the brand or focus efforts to promote specific topics that meet the priority objectives of the company's development and consumer expectations. Media Analysis opens up ample opportunities for managing the company's own image and detuning from competitors.