The effectiveness of communications is the ratio of the result obtained from the organization of communicative activities to the costs of obtaining it. It reflects the interdependence of the costs of communication and the result obtained in achieving the goals of communication. 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 assessment of quantitative indicators (for example, how much the sales volume, market share has changed; advertising effectiveness is determined, that is, the ratio of the effect obtained as a result of advertising to advertising costs). The quantitative nature of communications is more difficult to measure, since the assessment is based on qualitative indicators.

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

Communication indicators that affect the development of organizations; subjects of the communication process - the sender and recipient of the message (communicator and recipient); means of communication (words, pictures, graphics) as well as channels through which messages are transmitted from the communicator to the recipient (letter, telephone, radio, Internet) the subject of communication (some event, phenomenon) and the message displaying it (article, order) effect communications - the consequences of communication, expressed in a change in the internal state of the subjects of the communication process, in their relationships or in their actions

Improving communications in the organization The first point provides technical support communication processes. A modern organization must have the necessary technical means to exchange information vertically and horizontally. Such means may be an extensive internal telephone connection, computer network, communication system by e-mail with remote divisions, video conferencing system. The second point is to designate the optimal organization of the company's document flow. The creation of such a system should provide for the fastest possible passage of documents from senders to recipients. The third point is the correct placement of filters on the path of information flows. Such filters should provide: addressing information to specific recipients; sorting information according to the degree of importance for the recipient; prevention of information overload of participants in the communication process; The fourth paragraph establishes the procedure for working with external information. The fifth point concerns the features of speech interpersonal communications. Management needs to develop forms of such communications, separately for different categories of personnel - for top managers, for middle managers, for ordinary employees and for the entire team as a whole. For top managers, the most optimal means of exchanging information will be meetings held regularly, established in the accepted daily routine.

The sixth point of the program provides for the creation effective system feedback, which allows, firstly, to control the timeliness and adequacy of assimilation of information, and, secondly, to accelerate the response of management to initiatives coming from below. Feedback can be organized in the form of: regularly conducted surveys, both for middle managers and ordinary employees; a system for soliciting proposals organized in the form of boxes for written proposals The seventh point provides for the policy of management in relation to rumors. It is desirable that management learn how to manage the process of spreading rumors. This can be done by identifying the channels for spreading rumors and putting them under control. Rumors that harm the general atmosphere of the company must be stopped immediately, publicly or by launching a counter-rumour through the same channels. The eighth point should contain a mini-program for improving the culture of interpersonal communication. We are talking about the fact that each leader must learn himself and teach his subordinates to clearly formulate the task contained in the transmitted information, choose the right channel for transmitting information, learn to follow the language of their own postures, gestures and intonations, learn to correctly express their thoughts, be open to communication .

Conclusion

Sociability - the ability of a person to establish business contacts, the ability to listen and "hear" the interlocutor, while respecting their own interests.

Being sociable is an important property, especially for a sales manager and a sales assistant, but for other professionals it can play an important role in a difficult moment. To win over the employer, to agree on a change employment contract, quickly "join" a complex team - all this can be easily done by a sociable person.

Is communication an innate quality? Or is it possible to "train" communication with other people by reading psychological books or participating in trainings? Of course, some people are naturally given to feel the interlocutor, to be on the same wavelength even with an angry client. But this does not mean at all that the rest do not need to work on themselves, do not try to establish friendly relations with colleagues or neighbors on the landing.

Sociability, in my opinion, in our modern world is the most important criterion for a successful life. Thanks to such a quality as sociability, it is much easier for a person to build relationships with people around him. And this applies equally to both interpersonal and business relations. Because specialists in the field of service are required not only to be highly professional, but also to have a deep understanding of the principles of communication. Specialists in tourism, museum service, home management should be able to perfectly conduct a conversation, in general, feel confident in both domestic and business areas of communication.

List of used literature

1. Goikhman, O.Ya. Speech communication / O.Ya. Goykhman, T.M. Nadeina. - M.: INFRA - M, 2001. - 100 p.

2. Russian language and culture of speech: textbook. allowance / Under. ed. O.Ya. Goykhman. - M.: INFRA - M, 2002. - 187 p.

3. Psychology of communication: textbook. allowance / A.A. Leontiev. - 4th ed. - M.: Academy, 2007. - 368 p.

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

5. Evseeva L.A. Strategy of communicative activity abroad // Innovations - 2002. - No. 4. - With. 59-61.

6. Ivanov I.A. Innovation management: Textbook for universities. - Rostov-on-Don: BARO Publishing House LLC - PRESS, 2001.

7. Innovation management: Tutorial/ Under. ed. L.N. Ogoleva - M .: IFRA - M, 2002.

8. Innovation management: Textbook for universities / S.D. Ilyenkova, L.M. Golberg, S.Yu. Yagudin and others; Ed. S.D. Ilyenkova. - M .: Banks and exchanges, UNITI, 1997.

9. Innovation management. Textbook / Ed. S.D. Ilyenkova, - M.: Unity, 1997

10. Kruglova Yu.Yu. Innovation Management: Textbook. 2nd ed., add. - M .: Publishing house RDL, 2001.

11. Radionova S. P., Radianov N. V. Assessment of investment resources of enterprises (innovative aspect). St. Petersburg: Alfa, 2001.

12. Fatkhutdinov R.A. Innovative management = Innovatory management: a textbook for university students in the specialty and direction "Management". - M .: Business School "Intel-Synthesis", 1998llbest.ru

This article aims to theoretically substantiate the need to study the means and methods of the communicative effectiveness of advertising, which are used in scientific research and real practice of communication companies (Yakovleva: 11). Let us dwell on some fundamental points of the article. Let's define concepts. There are numerous definitions of understanding advertising and promotional activities, but its main essence, according to the author, is contained in the interpretation of advertising given in the Federal Law "On Advertising". 2006 “Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at drawing attention to the object of advertising, generating or maintaining interest in it and promoting it on the market” (FZ “ About advertising” 2006: 1). All the necessary elements of the implementation and control of the advertising process are indicated here: information - distribution - means of distribution - advertising audience (circle of persons) - advertising product (object of advertising) - attracting attention - generating and maintaining interest - promotion in the market. Understanding the content and meaning of these elements allows us to understand the focus of the search for the effectiveness of the advertising process.

The distribution of advertising is carried out by an advertising distributor (media placement agency, advertising medium) - legal or individual placing and (or) distributing advertising information by providing and (or) using property, incl. technical means of radio broadcasting, television broadcasting, as well as communication channels, airtime and other means. (FZ "On Advertising" 2006: 1) The means of distribution of advertising are traditional channels for the transmission of advertising information, among them the main ones are: mass media - media (ATL (Shevchenko 2012: 13), non-media (BTL) (Shevchenko 2012: 14) And aids advertising distribution: PR (Shevchenko 2012: 15), direct marketing, packaging, etc. The most universal and virtual channel for the transmission of advertising information is the Internet, which is considered as a competing platform for traditional advertising channels. This moment has importance to further explore approaches to the effectiveness of advertising communicative impact (ATL) and marketing communications(BTL).

In this article, advertising is considered as part of the overall communication process. What does the overall communication process mean? The fact is that in the modern information space, communications are an unlimited set of information and “persuasion”, having inner freedom and power of influence. In the modern communication process, advertising is a powerful form of information, but not the only one and therefore not decisive. Advertising - information sent to an indefinite circle of people about goods and services (traditionally understood as mass media, new media on the Internet) is one of the sources of information from where consumers receive and draw information about goods and services. IN communication process, where consumers learn about the existence of goods and services, in addition to the targeted information process, which is advertising, there are also specially organized (for specific segments of the target audience - potential consumers) and unorganized ways and technologies of informing and "forcing" to buy. The so-called BTL communications and other forms of direct informational (communicative) impact (Internet communications), up to “tet –a – tet”, which is personal selling and other ways of communicating information to buyers that we considered earlier.

The advertising audience (Shevchenko 2012: 16) is considered by advertising specialists as the target audience. Understanding the target audience (CA) in marketing and advertising is key. A more general understanding is a group of people who are targeted by an advertising campaign, these are those who are most likely to use a service or buy a product. The target audience is a specific group of people who need to be attracted through advertising and other communications. Given that advertising is no longer the only communication that achieves its own goal, it is the only obligatory result of exposure and “forcing” consumers to buy information about goods and services, one should distinguish between the target audience of advertising and advertising campaign. In the case of an advertising campaign, we already mean a set of marketing communications: ATL, BTL, PR, LP, DM, packaging, exhibition, event marketing, publicity and other managed and unmanaged ways of conveying information and persuading to purchase a specific product or service, a specific company ( brand).

Therefore, in advertising communication, it is necessary to distinguish between all consumers of advertising from the target audience of an advertising campaign. Any person who has noticed or heard a message about a product can become a consumer of promotional products. This is the result of the advertising appeal in the media (ATL). Here, the target audience is a group of people who are targeted by an advertising message (Bove, Ahrens 1995: 3). The target audience of an advertising campaign is already potential buyers, who are specifically targeted by advertising information about a particular product and marketing efforts to promote it (events) (BTL; LP, etc.). At the moment when we consider the target audience of advertising, we mean a group of people who have received an advertising message, information. But, if we consider the target audience of an advertising campaign, then we already mean potential consumers of advertising. For marketing target audience is its target market segments. A market segment is a large, well-defined group of buyers within a market with similar needs and characteristics that are distinct from other target market groups. It is also a segment of the market represented by companies that compete to a certain extent. The target market is the set of market segments to which the marketing activities companies. For example, the residential real estate sector in the real estate market.
Target audience can be defined based on age, gender, special interests, or social level. To search for it, data from geodemographic and lifestyle studies can be used. (Jefkins 2008: 7)

The target audience is exactly those people who are most likely to purchase the advertised products. A qualitative definition of the target audience will allow you to choose exactly those types of advertising communications that can most effectively influence the direct consumers of the advertised products. For a deeper understanding of the specifics of the effectiveness of the "work" of media advertising, a media planner (Shevchenko 2012: 17) should divide the target audience into two segments. The first segment is explicit consumers (with stated needs): users who have decided to purchase a 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.

Second segment: potential consumers(latent needs): users with a specific intent but vague preferences, as well as users without specific intentions and preferences. Display advertising is just aimed at the second segment - the audience, which needs to achieve loyalty and encourage it to make a decision to purchase a product or service. Thus, the target audience media advertising These are users who are interested in the advertised product or service. It is on them that the advertising impact is aimed, actualizing the need for acquisition. So, we distinguish between the communicative effectiveness of media advertising (ATL - media) and the communicative effectiveness of non-media advertising BTL and other forms of marketing communications that have feedback with consumers of communications.

Let us turn to the description of known methods and technologies for improving the communicative effectiveness of advertising.
Communicative effectiveness of advertising- a measure of achieving the goals set by the advertiser to change the perceptions, attitudes or behavior of the target audience by conveying advertising information about goods and services through the use of various means delivery of advertising information. The field of methods for assessing the communicative effectiveness of advertising forms a wide range of problems. The most relevant today is not so much the understanding of the essence and specifics of the methods, but the problem of their effective use and application experience. There is an opinion that it is better to rely on professional experience advertiser and ad designer's intuition than to base advertising activity on the results of the methods that are offered today for evaluating advertising. There are not enough universal methods, the area practical application not filled as far as it is done in terms of theoretical. It is also important to understand that the study of practical fundamentals, specifics of application and practical experience relatively existing methods provides an opportunity to gain unique knowledge. The first level of study is an analysis of the most theoretically developed methods, attention to which is paid by almost all authors who study the field of advertising research. The second level is an analysis of the experience of using methods by leading Russian research companies. This will give an idea of ​​the approach of those who directly carry out the assessment to the problem of the large number and lack of systematization of methods.

Let us dwell on quantitative and qualitative methods of researching the effectiveness of advertising.

Quantitative methods make it possible to obtain information in numerical terms, that is, to assess the quantitative dynamics of a particular indicator. The methods are an adaptation of sociological tools (surveys, hall tests) and statistical and mathematical methods of data processing (comparative, cluster, correlation and correspondence analysis tools). “Correct sampling is the key point of research,” notes researcher A.A. Belogorodsky (Belogorodsky 2006: 2). To this we can add the observation that the correct design of the sample is a critical condition for the correct conduct of a quantitative study. We also note that quantitative studies can be carried out at a time to measure a number of indicators in statics for a certain moment in the implementation of an advertising campaign, or continuously for a certain period in order to track the effect in dynamics. The second type of research is tracking or monitoring. (http://lib.ru: 22) As a rule, quantitative studies, regardless of the nature of their conduct, measure the following indicators:

• Brand/product knowledge (spontaneous and prompted)
• brand loyalty
• Knowledge of brand advertising (spontaneous and prompted)
• Knowledge of advertising details
• Knowledge of media where the brand was advertised
• General impression of advertising
• Unusual advertising
• Communication of the advertising message with the brand
• The memorability of the key phrase of the advertising message
• Brand image (Belogorodsky 2006: 2)

Survey is a way statistical observation (businessvoc.ru: 23), the collection of primary information, carried out by asking questions to the target audience. There are many types of surveys. First of all, surveys can be classified depending on the method of collecting information: survey at the place of residence, survey with a central location (in-hall), including testing of certain product qualities - hall test, street (including store), telephone survey, online survey, questionnaires for self-completion (including postal survey). Key Feature survey methods of assessment is the efficiency of obtaining data, which is why this tool is used in many areas and solves a wide range of problems. To quantify the effect of advertising communication, the following indicators can be used: spontaneous (i.e. without prompting) brand awareness, spontaneous awareness of brand advertising, prompted awareness of brands, prompted knowledge of brand advertisements, purchases of brands for a certain period of time, positive attitude towards the brand , negative attitude towards the brand, etc. Survey methods allow determining the proportion of consumers who met an advertising message, the effectiveness of various media channels, assessing the memorability of various advertising elements, the understandability and accessibility of an advertising message, and the relationship between an advertising message and an advertised brand. Also, with the least degree of objectivity, a survey can help assess the level of influence of advertising on sales. The survey method is used at the post-test stage, when the target audience has already become familiar with advertising materials, or at the pre-test stage, when the advertising material is provided to the respondent for familiarization, and then questions are asked aimed at obtaining more specific and private information than brand knowledge. and brand advertising. For example, a choice between several variants of promotional materials can be made by measuring a number of indicators, such as the understandability and memorability of the advertising message. It can be assumed that the vast majority of research companies use this method, and the majority of employees advertising agencies faced with the practice of using surveys in evaluating the effectiveness of advertising. (Metelev, Utenkov 2010: 9)

Specialized methods for evaluating the effectiveness of advertising are procedures that provide a solution to such special tasks as the evaluation of advertising, taking into account the specifics of the media carrier or stage of research. Unlike common methods they are often designed to serve more specific purposes. For example, a survey can be used to solve the problems of evaluating advertising of any medium at any stage of campaign development, while specialized methods are optimized for specific needs. As an example, we can cite the solution of such tasks as tracking the effect of plan-by-plan for dynamic materials, identifying the effect of individual advertising elements for both static and dynamic media media, identifying the compatibility of advertising material with other information located in the same media at the post stage. - test and so on. Consider two of the most proven specialized methods.

BAAR Method– “an experimental study of the per-plan perception of video materials, carried out during their direct viewing” (www.baar.ru: 32). The method allows evaluating advertising materials not only as a whole advertising product, but also identifying the communication effect arising from any element of the video material: tracking a number of indicators per second, on the basis of which a detailed analysis of communication can be carried out. The scope of the BAAR method is wide, and the array of tasks solved by the method covers the main issues of efficiency. According to the author of this work, the method in particular has an advantage over other methods due to the fact that it can give detailed information not only about the basic indicators that arise during communication, but also to find the cause of efficiency or inefficiency, which, in turn, is the basis for further forecasting and diagnostics. The method is applicable for solving such problems as evaluation of dynamic advertising materials on a scheduled basis, second-by-second control of the effect produced by advertising communication, as well as evaluation of the effect of individual elements of advertising material - the visual, musical range and text content of the video. In addition, the method is optimal for determining the strong and weak storyline, evaluating the characters and heroes of advertising materials, optimizing the advertising message for visual and auditory perception of the material.

Method for constructing perception maps based on the technique of direct assessment by respondents of the presence or absence of significant consumer characteristics of the product whose advertising is being studied. Respondents evaluate the product after reading the stimulus material - product advertising. The assessment is carried out according to the characteristics that are preliminarily formed at the preliminary stage of the study and formulated in the lexical form that consumers use. The data obtained during the survey of respondents is statistically processed and forms an overall assessment of the product according to the choice factors that are significant for the consumer. A number of factors include several initial characteristics, which can be either clearly perceived by the consumer or in a “hidden”, unconscious state. The specificity of this method lies in the fact that at the first stage it is not the perception of the advertising material that is evaluated, but the expectations that this advertising material generates in relation to the product. The expectations that are revealed after reading the advertisement are compared with the expectations that are generated by the product in its physical embodiment - packaging and logo, without additional advertising communication. This technology makes it possible to select an advertising material that generates the most favorable expectations from the product, that is, to find an effective advertising "promise". The method of perception maps, due to its universality with respect to communication channels, has a wide scope and a wide range of research issues. Unlike many methods, the construction of perception maps allows you to identify a direct relationship between the elements of communication and its overall effectiveness, to find an advertising message that will not only be noticed and remembered, but will generate a favorable effect.

Semantic differential method (Yasevich, Perminova 2005: 12). Consumer behavior cannot be explained solely by the motives that he can demonstrate and voice (for example, in focus groups or in-depth interviews). Human behavior is also influenced by unconscious motives that cannot be identified by direct questioning. The task of identifying such unconscious motives is solved by the method of semantic differential, the possibilities of which include obtaining information from the affective level. Semantic differential is a projective psychosemantic method. It is used in studies that are related to consumer behavior and perception of a person, analysis of motivation. It is a combination of the scaling method and associations. The method allows revealing the emotional side of those meanings that an individual perceives in an object, and unconscious associative links between objects. The essence of the method is to build a semantic space - a certain model of individual consciousness, and to determine where in the semantic space the object under study is located. The evaluation result is a map of the relative position of factors in the semantic space. The factors that form the basis of the semantic space are not objective characteristics, but a metaphorical expression of the respondent's attitude to the object being studied. The researcher compares some ideal parameters with those being tested. This is how an assessment and comparison of objects is made, which can be both an entire advertising campaign and its individual elements. Also, using the semantic differential method, the problem of identifying the impact of evaluating the effectiveness of individual advertising elements is solved. Russian authors Pavel Yasevich and Yulia Perminova (Yasevich, Perminova 2005: 12) note that the advantage of this method is its relatively low cost, which is explained by the small size of the required sample compared to other estimation methods. The researchers also point out two significant drawbacks of the method. Firstly, these are the difficulties of analyzing information that is presented in a three-dimensional data matrix (respondent, object and scale), and analytical statistical packages are not designed for such an analysis. Secondly, in addition to subconscious motives, it is necessary to take into account “rational explanations of consumer actions” (Yasevich, Perminova 2005: 12), which cannot be taken into account when evaluating the effectiveness of advertising communication using a semantic differential. Quantitative methods for evaluating the effectiveness of advertising are diverse in their theoretical basis, and depending on their specificity, they can solve various problems. Davis Joel has attracted the attention of marketing analysts in measuring advertising research by relating concepts such as opinions and attitudes to observable events (indicators) such as responses to survey questions. The measurement process consists of seven stages, combined into three main stages: the first stage of measurement - the identification and definition of the concept - is the stage of clarification. It begins with the development of a general idea of ​​the area under study and ends with the formation of an explicit operational definition of what should be measured; the second stage - indication of observable indicators - is the creation of measurement tools. At this stage of the measurement process, specific observable events are established and tools are developed. The researcher determines the nature of the required information and looks for the most appropriate ways to collect it. In the process of implementing the second stage, decisions are made on the appropriate level of measurement (nominal, ordinal, interval or ratios) and the appropriate question format (open or closed) is selected. At the nominal level of measurement, responses are assigned to mutually exclusive and exhaustive categories. At the ordinal level of a dimension, values ​​or responses are ordered according to severity along an explicit dimension axis. The interval measurement level has all the properties of an ordinal measurement with the additional property that the distance between any two divisions on the scale is the same.

The relationship dimension has all distinctive features previous levels and an additional property - a true, arbitrarily non-chosen zero point; the third stage - evaluation and revision of indicators (observed events) - this is an assessment of the quality of measurement tools. The measurement tool must be both reliable and valid at the same time. Unreliable or invalid instruments are recycled or discarded prior to the study. (Davis 2003: 4)

Let us turn to some qualitative methods for assessing the communicative effectiveness of advertising.

Focus group- the most popular form of qualitative research in the field of advertising. Focus group planning begins with two parallel steps. The first stage is related to the work of the moderator: the moderator is selected, briefed, and guidelines for conducting a focus group discussion are developed. The second stage is related to the provision of the focus group: decisions are made regarding the characteristics of the group, the number and location of the focus groups, necessary equipment, Recruitment of Participants The successful completion of these two stages precedes the actual conduct of the focus group. A typical focus group works in seven stages:

1. preliminary briefing;
2. introduction of participants and personal information;
3. setting the context for the discussion;
4. main discussion;
5. summary;
6. collection of opinions in the observation room;
7. conclusions.

The process is completed by evaluating the performance of the first set of groups, making changes or corrections (if necessary), analyzing, presenting and applying the results for decision making.

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

• come prepared;
• follow the progress of the discussion from the very beginning;
• focus on the big picture;
• listen to the words of each participant;
• listen to all the comments of the participants;
• do not jump to conclusions;
• not allow judgments about the personality of the participants to influence the perception of their statements;
• not succumb to the opinion of dominant participants.

Finally, new technologies, such as video conferencing, telephone focus groups, and "virtual" groups, expand the possibilities for advertisers with specific needs. (Davis 2003: 5)

The method of group focused interviews is aimed at obtaining preliminary information, developing research hypotheses about the process of advertising communication, testing the persuasiveness of argumentation systems and choosing motivation for developing the concept of an advertising campaign, that is, for situations where extended texts are used in advertising communication.

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

Augmented Creative Group Method is a study based on the standard focus group method, but provides an opportunity to obtain information about much deeper levels of human consciousness. A.Kutlaliev and A.Popov (Kutlaliev, Popov 2006: 8) offer the following techniques for “revealing” subconscious motives: intuitive associations (verbal and non-verbal); drawing techniques, bubbles (completion of the drawing), collages (applications), modeling from plasticine; incomplete sentences, anthropomorphism (respondents give the product characteristics of a person), role-playing games. The results of such studies are much more unpredictable than the results of focus groups, but the data obtained are much more difficult to interpret, which creates a significant drawback and little practicality of the method. Firstly, there is a need to quickly obtain a large amount of generalized information about the perception, attitude of the target audience to advertising - this is provided by focus groups. Secondly, information is needed about the subconscious motivation of the consumer, about his unconscious judgments - this task solves the method of extended creative groups. Thirdly, a high level of control over the reliability of information reported by the respondent and assistance in comprehending and formulating the mental processes that arise in the process of communication are necessary.

In-Depth Interview Method. The key feature of this method is the strong involvement of the respondent and the interviewer in the research process, which, with high-quality and correct conduct, guarantees the receipt of reliable information about consumer attitudes, attitudes towards advertising, and understanding of advertising materials. That is, extract psychological characteristics, manifested as the effect of advertising communication, most likely will occur without errors. This is the main difference from group qualitative methods, where it is not always possible to control the reliability of the information provided by respondents. An in-depth interview as a method for assessing the communicative effectiveness of advertising can be used to evaluate any type of advertising media and at any stage of the development and implementation of an advertising campaign. As can be seen above, the scope of tasks that qualitative research solves is wide and heterogeneous. An in-depth interview avoids two problems that are difficult to control in group discussions. The first problem that can be solved with the help of an in-depth interview is the difficulty of verbal transmission and description by the respondent of the state that he is experiencing. This method enables the moderator to assist in revealing the motives of consumer behavior that are not recognized by the respondent. More and more new methods and new approaches to quantitative and qualitative assessment appear on the market of research services, their number is actively growing. This is largely due to actively developing new media, changing consumer trends in the country and in the world, and others. external factors. A large number of methods that seem effective and innovative are copyrighted and patented. It should be noted among them such quantitative methods as the Benchmarking method (Mindshare communication agency), AdWiser methods (research agency Nielsen) and Eye-Tracking, and many others. With regard to the development of media carriers, there are several current examples. So, to evaluate the effectiveness of advertising in computer games systems for tracking the main indicators of communicative effectiveness have been developed. Developments to optimize valuation methods have been actively conducted by IGA Worldwide over the past five years. (Sostav.ru: 31) Quantitative research today is becoming increasingly popular and in demand due to its active use in advertising purposes new, unique media channel - the Internet. In addition to studies that have already become traditional, evaluating the effectiveness of placement and the effectiveness of the creative of traditional banner and contextual advertising, there are innovative methods for assessing the effectiveness of advertising communication in social networks. These are like nothing else, unique approaches developed specifically for this area.

Let us consider some aspects of the analysis of methods for assessing the communicative effectiveness of advertising, which are used Russian research companies, such as: Comcon, Romir, Magram, Gfk Rus, Ipsos, Synovate. These companies are market leaders. Here are the results of a review of the methods offered by leading companies in Russia.

I. To date, a research company Comcon ( www.comcon-2.ru: 24) adheres to the classification of evaluation methods described by us into quantitative and qualitative ones. Several methods have been proposed within the first and second groups. Quantitative research is mainly represented by survey techniques, as well as specialized tools such as Eye Tracking. Qualitative - focus groups, extended creative groups and in-depth interviews. In parallel, Comcon's problem-solving field is expanding with a group of specialized proprietary techniques designed specifically for different types of media. It is obvious that two ways of systematizing the offered services are optimal based on the list of proposed methods. For different types The media company offers a set of methods that most effectively organize the collection and processing of the necessary information based on the tasks and specifics of the medium. Often, qualitative and quantitative methods are combined to achieve the best result. Comcon researchers evaluate the effectiveness of video, audio, outdoor, print and online advertising. A unique feature of evaluating advertising in the press is the ability to identify not only the attitude of the audience to advertising and its perception, but also to assess the compatibility of advertising with non-advertising materials of the publication. The second advantage of Comcon is the ability to "study the comparative effectiveness of advertising formats in the press, evaluate the media effectiveness of advertising and analyze the impact of various creative concept parameters on effectiveness" (www.comcon-2.ru: 30). Evaluation of the effectiveness of outdoor advertising at Comcon is multifaceted and carried out for a wide range of media. This service distinguishes the company from many others by the list of media for which evaluation methods have been developed.

II. research company Ipsos Russia ( http://www.ipsos.ru: 26) does not classify his methods. They are presented in a list, which first gives patented methods, problem solving assessments at different stages of the development of an advertising campaign. Next*Adlab and Next*Stratlab are combined pre-test methods that set Ipsos apart from the competition. They include methods of focus groups and surveys, solve the problem of finding and choosing the most successful creative strategy and promotional materials for any kind of "stimulus materials" (http://www.ipsos.ru: 18). The next group of patented Ipsos methods is designed specifically for different types of media - video, radio, print, outdoor advertising. The company also evaluates advertising whose target audience is children, for this purpose it has been developed separate technique combining qualitative and quantitative methods. In addition to patented methods, Ipsos uses the focus group method. The range of Ipsos Russia services is very wide and covers almost all areas and areas of advertising, with the exception of evaluating the communicative effectiveness of online advertising.

III. gfk Rus(www.gfk.ru: 25) offers a range of methods that combine quantitative and qualitative methods (this trend can be traced in all the companies we examined). In addition, Gfk is the author of a methodology optimized for one-time assessment and indicators economic efficiency, and indicators of the communicative effectiveness of advertising (Gfk ATS).

IV. Synovate ( www.synovate.com: 29) is the only one of the leading companies that does not offer specialized methods for evaluating the communicative effectiveness of advertising. The standard methods that Synovate researchers use are focus group, extended creative group, mini-group, in-depth interview (with one respondent, dyads, triads).

V. Approach Romir (www.romir.ru: 28) to evaluate the effectiveness of advertising differs in many respects from the approach of other companies: the rejection of specialized programs is explained by individual programs that most effectively solve specific customer problems by combining various methods. The methods are not systematized, the company does not distinguish between qualitative and quantitative methods. Romir uses focus group methods, in-depth interviews, surveys, hall tests.

VI. Company Magram(www.magram.ru: 27) divides the methods into qualitative and quantitative ones. Like Synovate and Romir, it does not offer proprietary or proprietary methods for evaluating the effectiveness of advertising. Among the methods used are focus groups, extended creative groups, several types of interviews, different kinds surveys.

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

Table 1.

Based on the review, a number of trends can be identified that are inherent in the “level” of methods that are proposed by researchers:

• Focus groups, extended creative groups, in-depth interviews and surveys are the most common methods that are used by almost all large companies. This can be explained by two reasons. Firstly, this group of methods makes it possible to obtain a large number of information, they are prompt and informative. Secondly, these methods do not require special equipment, which means that they can be considered in many respects easy to implement and economical.
• The focus group method is used by absolutely all companies studied in this paper.
• Otherwise, the offer of research companies is represented by author's patented methods that expand the scope of the company's research. Most often, these methods allow you to evaluate the effectiveness of printed, BTL, audio, video advertising materials based on their specifics. However, this trend cannot be transferred to the entire industry: basically only large companies can afford special developments and technically sophisticated resources.
• Since most companies offer a very limited range of services, the question arises about the demand for more sophisticated research based on semantic differential methods, building perception maps that allow you to extract information from the unconscious and affective levels of the psyche and simulate advertising effects. Perhaps these methods are included in the patented methods of companies, but we did not find any mention of them on the websites of research companies. If their supply is significantly less than the supply of simple and operational research, then it can be assumed that the demand for complex research is low. To what extent the demands of the industry correspond to the supply, what advertising professionals expect from the evaluation of the effectiveness of their products - these questions are brought up by the author in the third chapter.

The level of practical application is presented wide group methods. The scope of the tasks to be solved is not as wide as it could be: we noticed that it is not proposed to study the affective components of the psyche, modeling the effect of advertising at the pre-test stage. The theoretical level, of course, is much more extensive, because initially we considered only the main methods, however, in addition to those that were analyzed in this work, there is also great amount methods. It is obvious that the theoretical level is not fully utilized; there are large areas of methods that are absolutely not in demand in practice.

The next task to be solved with the help of this article is to study the next "level" of methods - those that are familiar and used by employees of advertising agencies. It is necessary to identify trends in the application of various methods for assessing communicative effectiveness and formulate provisions that characterize the area of ​​advertising assessment from the point of view of an advertising agency. In addition, the study of this direction can provide an opportunity to study the specifics of the demand for research, which we outlined in the second chapter.

In a 2011 study (Chernikov 2011: 10), experts from advertising agencies were interviewed. Based on this survey, types of evaluation of advertising communication were identified. So, common list methods known to advertising agencies, we will present in the form of a detailed list with an indicator of the level of knowledge of this method by the interviewed experts.

Table 2.

Universal methods such as surveys, focus groups, in-depth interviews are known to a large number of respondents. Awareness and expectations from the assessment of communicative effectiveness in large and small advertising agencies differ significantly. This is due to the specifics of business organization and agency activities. In a large advertising agency, there is a division of activities into several areas. Managers and strategists in their activities directly face the issues of evaluating the effectiveness of advertising - mainly these are studies that precede the development of advertising materials, preliminary testing of finished materials and post-testing aimed at assessing the direct effect produced by advertising communication. Employees of small advertising agencies do not mention the methods by which one can evaluate the communicative effectiveness of advertising. It can be concluded that communicative effectiveness is most likely not evaluated at all in their practice. Representatives of small agencies are more likely to talk about cost-effectiveness. If we are talking about the communicative effectiveness of advertising, then employees of small agencies note the solution of private and more specific tasks, however, almost the entire team of employees is more or less aware of the specifics of the use of evaluation methods by the agency.

There is an ambiguous attitude towards qualitative research in Russian advertising agencies. Basically, it can be described as distrust. The opinion of practicing advertisers on this issue is supported by Russian authors of books. The first reason is improper research preparation. Samples, initially required for qualitative research, are not observed - instead of consumers of the goods, just random people or acquaintances are invited. The second reason for distrust is the often unprofessional moderators and interviewers, their low qualifications and inability to properly conduct research. There is an opinion that conducting focus groups in Russia is incorrect due to improper conduct and organization. The next reason is the complexity of processing the information received, since qualitative research methods involve a deep analysis and search for motivation and causation, namely why the participants in the study speak in a specific way about advertising material. Data can be interpreted in different ways, and in this case, the quality and result of the assessment will largely depend on the researcher who analyzes the primary data. Regarding the use of various methods for assessing the communicative effectiveness of advertising, respondents emphasize that it is difficult to understand the reasons for a particular consumer reaction. This shortcoming was recognized by a significant proportion of experts who took part in the survey (about 25%), other respondents did not indicate the shortcomings and limitations inherent in quantitative assessment methods. Only 7% of experts cite the measurement and analysis error caused by the existence of factors external to communication as a limitation of any assessment method. More than 50% recognize the negative impact of internal factors in relation to advertising communication. For example, the factor of the existence of group bias when using the focus group method, the subjectivity of analysts and researchers who interpret research results.

What are the goals pursued by companies and specialists in evaluating the effectiveness of an advertising campaign? Firstly, it is a form of reporting to the client. This task has been especially successful quantitative methods estimates. First of all, evaluation can be carried out to monitor the effectiveness of solving business problems.

Client briefs always indicate the objectives of the advertising campaign in quantitative terms, i.e. by how much should knowledge increase trademark and so on. Therefore, the main purpose of the evaluation is to control the indicators and compare them with the advertiser's established parameters. It is also a form of reporting to the client and monitoring the implementation of planned targets.

IN Russian practice It is generally accepted that the choice of specific evaluation methods to be used in the study is carried out either jointly by the advertising agency and the advertiser, or this issue is decided by the research company when familiarized with the specific tasks that need to be solved. There is a very negative attitude towards qualitative assessment methods, especially focus groups, which was noted in the article.

However, the use of the focus group method by frequency in practice shows the highest result. Many advertising agencies use this method, with the exception of small agencies, including those specializing in BTL and digital areas, where evaluation tasks require different approaches and tools.

Table 3 presents a list of methods that we analyzed at a theoretical level, and relative to this list, an indicator of use by research companies and advertising agencies is revealed.

Table 3

The table shows which methods, although well developed in theory, remain unclaimed in practice. First of all, it is a method of using perception maps. It cannot be stated with certainty that the method of perception maps is not used due to its theoretical complexity or the impossibility of solving problems. This method has its own unique advantages.

In relation to the semantic differential method, a different situation was revealed: some experts are familiar with this method of evaluation and their agencies have experience in using the method. However, no proposals were found similar services leading research companies.
It can be concluded that the specifics of the research market, the range of methods and forms aimed at evaluating the effectiveness of advertising, is determined not only by the largest research companies. They are, rather, a reliable indicator of the quality of the development of the advertising industry as a whole. present stage its growth life cycle.

Reversible Special attention on which methods showed the highest level of knowledge and application - these are focus groups, in-depth interviews and surveys. It is very important to understand that these methods are interdisciplinary, and most importantly, universal. They are suitable for evaluating advertising materials at any stage of readiness and on any media. The trend is quite obvious, because the methods offered by research companies are basically universal, and in addition to them, companies offer specialized methods that solve more specific, particular problems - this was revealed by us earlier.

The conclusion that can be drawn is that the set of approaches to evaluating the effectiveness of advertising that are actually used in practice are basically universal methods.

• For advertising agencies, the assessment of communicative effectiveness is, first of all, one of the stages of reporting to the client - the advertiser. (Davis: 6)
• The key features and specifics of various methods are clearly recognized by employees of advertising agencies. Since theoretical knowledge is backed up by experience and practice, advertising agency employees 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 question 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 solution of private and specific problems is a priority, and not the reliability of the effectiveness of the measurements of advertising impact. A key feature of using methods for evaluating advertising communication is the preference for universal operational methods complex methods and specialized methods.
• Some employees of advertising agencies in their professional activity generally do not face the evaluation of the effectiveness of advertising, however, they also have basic theoretical knowledge about some evaluation methods.

According to the authoritative opinion of J'Son & Partners analysts, the volume of the video content market grew in 2010 to $20 million. And over the next 5 years, the market can grow another 9 times - up to 182 million dollars. These are the trends. While watching an online movie, ads can be shown at the beginning, end and middle of the video, just like on a TV screen. At the same time, advertising is less intrusive than on TV: its duration is shorter, it can be targeted based on the plot of the film and the geography of the user. At the same time, the CTR (the share of responses from the audience) in video advertising is 15% versus 5% in display advertising on the Internet. (J'Son & Partners: 19)

Figure #1. (MPG: 21)

The PR Technologies agency conducted a survey of directors and marketing specialists from 50 companies included in the list of 100 largest Russian online advertisers. The purpose of the survey was to identify current trends in the online advertising market. According to 62% of respondents, the main trend of Runet remains social media is an obvious consequence of the popularity of this type of Internet service. Among specific advertising trends, complex integrated campaigns are the most interesting (46.5%). Targeting (43.4%) and communication of campaigns with sales were not far behind them, incl. through the CPA model (with payment for placements based on user actions). (www.prt.ru: 20)

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

Based on the analysis carried out, it can be concluded that the specifics of using methods for assessing the communicative effectiveness of advertising, especially with the use of advertising on the Internet, consists in an unlimited number of approaches used in practice and universal methods for its assessment.

): what survival and development strategies we use and why. In this article, we will talk about the second pillar of the Psychea model: information theory. And also about what is the task of branding and marketing in building high-precision and effective communication.

What is communication?

Scientific definition: communication is an effective synchronous or diachronic interaction, the purpose of which is the transfer of information from one subject to another. For example, you are talking to a friend, or reading a letter from a colleague.

At the household level: communication is a discussion of the project with a colleague, sending email, your company's website, packaging on a shelf, advertising on TV and much more. In any case, in communication there is always a structure "source -\u003e information -\u003e person".

The linear model of communication proposed by the American political sociologist Harold Lasswell:

1. Who reports?
2. What does it report?
3. On what channel?
4. To whom does it inform?
5. With what effect?

Someone -> something -> informs someone -> through some channel -> and for a specific purpose. If it is not clear to whom and with what effect the information should be sent, then the communicative act will not take place, since no changes will occur as a result of this communication. As the saying goes folk wisdom: went in one ear, went out the other.

Therefore, there is such a thing as communicative effect- reducing the level of uncertainty due to the acquisition of new knowledge, arousing emotions (anger, joy, sadness, fear), motivation for action, changing attitudes and behavior.

Examples of Communication Effects

Example 1: Teacher lecture

• Who reports: teacher.
• What it says: Fermat's theorem.
• Through which channel: through the auditory (the lecturer speaks, the student listens).
• Reported to: student.
• With what effect:
  • The goal of communication is achieved (communication is effective): the student listens attentively to the lecture and applies the theorem to solve problems.
  • The goal of communication is not achieved (communication is ineffective): the student "beats the bullshit" at the lecture and does not apply the theorem.

Example 2: Product on the shelf

• Who reports: manufacturer.
• What says: buy my product.
• Through which channel: packaging on the store shelf (distribution channel).
• To whom it reports: to the buyer who makes the decision near the shelf.
• With what effect:
  • The goal of communication is achieved: the product is purchased.
  • The purpose of communication is not achieved: a neighboring product is bought.

You already see that there is such a thing as “communication efficiency”. Let's see how you can influence it.

What determines the effectiveness of communication?

The structure of communication according to the Shannon-Weaver model

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

In the example of a lecturer and a student, the source of the signal is the lecturer, where the transmitter is his vocal apparatus. He tells the material and creates sound waves (signal) that reach the recipient receiver through the air. The channel in this case is the air in the classroom between the lecturer and the student. The receiver is the student's ears.

In the product example, the signal source is the manufacturer, where the transmitter is the packaging (shape, weight, color, symbols, price, etc.). The channel is a shelf in the store. A signal is a complex image of a product at the moment of contact. The receiver is the buyer's eyes.

The structure of communication in this model is as follows:

• Communicator encodes a message: the lecturer formulates a thought in the mind, the logic of the statement, selects the right words, intonation, intensity.
• The transmitter sends a signal: the lecturer's voice apparatus makes appropriate sounds, sound waves are transmitted through the air
• Channel interference affects the signal: if the lecturer is far from the students and speaks quietly, then some of the information is lost. If one of the students is talking nearby, then part of the information from the lecturer is also lost, because the other signal is mixed with the main one.
• The receiver receives the transmitted signal: sound waves enter the student's hearing aid and turn into words and meanings.
• The receiver decodes the signal (recovers the message): in the mind of the student there are ideas and attitudes associated with the information received from the lecturer.

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

Telepathy has not yet been invented, so in order to convey a message, it is necessary to use information encoding systems.

Coding— the process of transforming the ideal meaning of the message that arose in the mind of the communicator (lecturer) into the form necessary for this message to reach the recipient (student) through a given channel.

Decoding in a broad sense - the process of restoring the original meaning of the message from the received signal. What the student will understand from the teacher's lecture is what he decodes.

In the Shannon-Weaver scheme, it is clear that the signal source is the encoder - the communicator encodes the meanings and broadcasts them to the addressee. The signal enters the recipient's receiver and the decoding process takes place. The destination is the decoder.

In the lecturer example, the encoder is the lecturer and the decoder is the student. The encoder sends a signal in speech form, which is interpreted by the decoder, i.e. the listener.

The example with the speech of the lecturer and students is quite understandable. But you can look at more hidden coding examples.

Imagery in Coca-Cola advertising

Coded signal: Coca-Cola lemonade is drunk during the New Year. Coca-Cola is a holiday. Holiday = Coca-Cola.

Key visual from Pepsi ad

Coded Signal: Pepsi-Cola Lemonade is drunk by young, energetic, athletic, and popular people. So Messi also drinks it. Be like Messi. Lemonade Pepsi = youth, energy, sport.

Encoded signal: The owner of the Mercedes is the Lion King. Buy a Mercedes, you will feel like a King. Mercedes = to be king.

Encoded signal: A giraffe is a small child (head-to-body ratio, eye sizes and proportions). We are just like your baby.

What do we see?

In fact, the encoder here is the author of this communication. A designer (director, cameraman, creative, etc.) who has packaged information and sent a signal in the form of a TV spot, poster, or packaging. The decoder is the audience that receives this signal in a particular channel (TV, a shelf in a store, street banners, etc.).

• using the image of "lion", they create a connection with the concept of "king"
• emphasizing the situation with Christmas, form a stable connection: Coca-Cola is a holiday
• demonstrating the energy and appeal of Messi, create a sense of status and energy in the Pepsi brand
• broadcasting the image small child, the brand forms an emotional connection with the buyer

With the help of symbols and images, a holistic emotional image-metaphor (a kind of gestalt) of the brand is formed in the mind of a person. 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 do some messages reach their goals, while others go to waste?

Stage 2. The concept of "noise" in communication: why does communication have different effectiveness?

If you knew how rarely we are understood correctly, you would be silent more often.
Johann Wolfgang von Goethe

Everything is ideal only in fairy tales and annual media strategies. In the real world, there are always losses. And in the Shannon-Weaver model, there are key stages at which a partial signal loss occurs. Losses are associated with noise.

Noise- any source of distortion of the scope 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 through which the signal moves.
2. Semantic noise (semantic loss, source and destination noise)- due to semantic distortions during encoding and decoding.

Mechanical noise is interference in the channel itself, due to the fact that in the process of signal transmission it loses its strength and dissipates. If you show the video on TV only once, then people will quickly forget what was said. If you put only one outdoor shield in a big city, then the signal will be too weak to be noticed. If your product only hits the shelf in one out of a thousand stores, then you won’t have to expect big sales.

Semantic noise is a misunderstanding of the meaning of a message. That is, the encoder sends a signal that cannot be decoded by the decoder.

We all know the children's toy sorter.

The child learns to match the appropriate shapes of objects to fit the holes. If he selects the correct form, then it easily and without difficulty passes into the corresponding hole. If not, it will put effort into trying to push the wrong shape into the wrong cell.

The same thing happens in the mind of the consumer - if the brand's communication corresponds to the codes of the target audience, then it passes easily and without resistance, achieving the desired effect. And if not, decoding does not occur, the audience does not understand the meanings and ... sales fall. Money is spent on advertising, and the effect is negative.

Noise examples

Example 1. Mechanical noise of the channel through which the signal goes

Imagine that a lecturer is reading in such an audience:

If there is no microphone in the hall, then the students at the far end will not hear anything, as the sound will be absorbed by the air. The lecturer does not have the strength to shout to them.

Another example of channel noise is interference from another signal source. For example, a competitor's packaging on a shelf next to your product:

Each brand from the shelf sends its own signal, which is blocked by its neighbor.

Example 2: Encoder and Decoder Semantic Noise

Imagine being told essential information about how to achieve success and find a treasure, but they did it in Swahili… 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, knowledge of this language.

Not knowing your system of codes, the sender encoded the information in such a way that it could not be deciphered in principle.

An example of a semantic encoding error

Or, for example, a brand conveys values ​​that are not acceptable in a particular socio-cultural environment. For example, like this: in an advertisement for tea, a father says to his daughter - "Valera was in my life."

In the territory Russian Federation such a statement of an adult man, and even in the presence of his child, will raise many questions. The message that the authors encoded will be decoded erroneously in the vast majority of cases. I wonder how they are doing with sales.

Stage 3. So what affects the effectiveness of communication?

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

Speak the same language with your audience

To reduce semantic noise, you need to have a good understanding of your target audience. This means speaking in a language she understands.

Studying your consumer, find the answer to the question: what is his system of codes in which he operates? What are his sociocultural norms and attitudes?

That's what the research phase is for:

• By analyzing the market, you will understand trends at the social level: consumer trends, consumption patterns, technological shifts that will affect the market in the future.
• By studying the communication of successful competitors, you will find out what semantic fields they activate in the minds of target audiences, what they “encode” in their signals (products, packaging, advertising, etc.)
• Using in-depth interviews, point-of-sale observations, cognitive research, you will be able to understand exactly what meanings can be used in relation to your brand and category. By studying your customer, you will be able to accurately identify which symbols, forms, verbal and non-verbal metaphors you need to use in order for communication to occur without loss and achieve the desired business results.
• When designing a customer journey map (consumer path), you will know exactly where, how, at what moment and what the brand should broadcast to its customers in order to become that “only” top of mind in the category.
• By doing quantitative research, you can test hypotheses and insights from people and create communication as accurate as a sniper shot.

By diving deep into your target audience's decision-making, you'll be able to design the architecture of choice and manage what your competitors can't copy: the customer experience. By creating communication of this level, you open up the opportunity to build a brand that goes beyond economic relations with the consumer and find the shortest way to a person's heart.

Carefully study the features of the channel in which you work

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

• consumer journey: where it meets your product, where it decides, how it uses the product, what happens along the way. This will give an understanding of the most effective channels of interaction.
• channel specifics: coverage, relevance, type of audience. You will know where to invest in order to get the maximum ROI
• perceptual possibilities in the channel: format, signal availability through visual, auditory, kinesthetic channels of perception. You will learn how contact should be built in order to achieve goals.

Understanding the specifics of the channel helps to reduce or minimize noise. Knowing how, for example, a “shelf works” helps to correctly build a system of shelftalkers and wobblers, choose well-defined fonts, colors and images, achieve the correct placement and share 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 accurately design UX interactions, interface types, colors, icons, etc. Knowing consumption patterns will help build an effective strategy for mailings and activations for repeat purchases or upsells.

The choice of channel will influence the quantity and volume of information: outdoor advertising on the highway must be understood in seconds (for passing drivers), and a product promotional leaflet can contain a lot of information (it can be read in a calm mode), etc.

By studying the specific channel in which the brand meets the consumer, you can maximize the return on every dollar invested in the creation and delivery of the product to your consumer.

The role of branding and marketing in communication

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

To avoid this, you need to understand what your signal should be so that the consumer understands and fully understands it. This is exactly what branding does.

The role of branding in modern communication— overcoming semantic noises. Branding is not “risovalding”, but the design of meanings. The semantics of your message is what branding is all about.

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

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

Finally

The time we spend on recognizing advertising messages is shrinking rapidly. Now a person is being bombarded with a stream of about 34 gigabytes per day. Within 20 years, the amount of information consumed will grow by 100%. This suggests that the requirements for the availability and capacity of communication messages are growing rapidly. 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 leadership positions in their categories and people's minds.

In the next article, we will talk about the third basis of the Psychea model - the ontology of common sense.

Depending on the goals of the organizers of the communication company, the effects are: functional (the result corresponds to the goal), dysfunctional (the result does not match the goal) and afunctional (the result is not related to the goal).

In contrast to the effect - an absolute characteristic that determines some obvious result, efficiency - a characteristic in principle

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

First of all, it is necessary to distinguish between types of efficiency:

As the ratio of costs to the results obtained (E = R / Z), expressing the efficiency of the use of funds and resources - the higher the efficiency, the lower the cost of obtaining the result;

As the ratio of the result to the goals pursued (E = R / C), expressing the degree of implementation of the goals of the activity - the higher the efficiency, the more the results correspond to the goals;

As the ratio of goals to real needs, problems (E = C / P), expressing the degree of rationality of the goals put forward - the higher the efficiency, the more the goals solve real problems.

The final expression of efficiency:

E \u003d C / P + R / C + R / Z

Principles for evaluating communication management:

1. From the outset, the goal of the program and the desired outcome must be clearly defined in order to establish a benchmark for measuring results. The objectives of the communication campaign should be directly linked to common goals business programs.

2. A distinction must be made between measuring findings, which are usually short-term (for example, the number of press releases or analysis of a particular message), and measuring results, which are mostly far-reaching and can have a serious impact on the minds of the target audience (for example, how much the level of understanding and attitudes has changed, and possibly behavior after the events).

3. Measuring the content of media messages, despite their importance, should only be seen as the first step in evaluating a communications campaign. It may reflect possible reliance on reports and actual press coverage. However, this does not mean that the target audience saw the message or responded to it.

4. There is no single, simple, all-encompassing tool or methodology that can accurately assess the effectiveness of communication. Usually some combination of different measurement methods has to be used. It is necessary to take into account each separately or several of following factors:

– content analysis and monitoring of media messages;

– spatial analysis;

– surveys and research;

– Observations, participatory methods and/or role plays.

5. The effectiveness of a communication action can be accurately measured if the organization's main messages, key target audiences, and desired channels for dissemination of messages and feedback are identified.

6. You should not evaluate a communication campaign in isolation, considering only the components of communication. It is very important, whenever possible, to link what is planned and carried out 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 by management of the value and necessity of communication with personnel;

is a qualified and experienced communications manager with up-to-date technical resources.

Each characteristic should be expressed in specific terms. The easiest way is to characterize the costs (in hryvnias, in pieces of equipment, in man-hours of labor costs, etc.), since they are the easiest to quantify. It is somewhat more difficult with indicators of goals and needs, but characteristics can also be found for them, including those that have a quantitative expression: for example, informing the public; development of staff motivation; mutual understanding between the firm and its social environment, etc.

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

Depending on the assessment of the quantitative and qualitative side of the process, one speaks of an assessment of the results and an assessment of the results of a communication campaign.

Measuring the results of a communication campaign. Outcomes are usually the short-term or immediate results of a particular public relations program or activity.

Most often, the results represent what is obvious at first glance.

Often this is the amount of attention or media coverage the organization receives.

For other aspects of communication management, outcomes can be a record of all information produced and disseminated: white papers, releases, interviews, number of speaker citations, specific messages conveyed, specific positioning on an important issue, or any number of measurable information items that are produced as a result of a particular action. The outcome is also an evaluation of a specific event within a broader communication campaign.

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

Have you received target groups messages sent to them;

Did you manage to draw attention to these messages;

Is the meaning of the message clear?

Have the target groups retained these messages in any form or form.

Changes in opinion, attitudes and behavior on the part of the target audience caused by disseminated materials and messages can also serve as a result. Outcomes are usually much more difficult and generally more expensive to measure than outcomes, as the former require more sophisticated tools and data collection methods.

Methods that are often used to measure results include:

Quantitative research (in person, by phone, mail, fax, e-mail, via the Internet, in public places, etc.);

target groups;

Study of the relations of selective audiences;

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

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

Multidimensional research.

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

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

Do you prefer "ruler" to "cage"? You are offended by questions related to calculating the effectiveness of a PR message: how can art be counted? If you are ready to answer these questions in the affirmative, then congratulations - you are a born PR man! You easily manage to keep up with all the news, radiate positive and find mutual language with those around you!

The work of the PR department is often associated with the general communication policy of the company and is integrated into the corporate marketing strategy. Both marketing tools and PR today have high requirements for planning and analyzing the effectiveness of communication. If the standards of marketing calculations are clear and precise, then there is no single methodology of "PR-mathematics" for calculating the efficiency ratio.

In this article, we will consider several methods for assessing the effectiveness of a company's presence in the media environment, metrics, or KPIs (Key Performance Indicators), used to assess brand publicity and the activities of PR departments.

1. Quantitative indicators performance evaluationPR-activities

Number of media outlets with brand/company mentions. This indicator is widely used to assess the brand's PR activities and is nothing more than a continuation of such a well-known phenomenon as press clipping. Advantages: it is easy to calculate, therefore it is easy to carry out a comparative analysis in the future in terms of the volume of publicity for various periods of time. Disadvantages: absolutely does not give an idea of ​​the effectiveness of the brand's presence in the media.

Total audience reach (GrossReach) - is calculated by adding the audience of the publication, TV and radio programs, the average number of visitors to the site where the brand was mentioned, etc. Advantages: often data on the circulation of the publication or the average number of viewers / users is publicly available, and therefore given parameter quite easy to calculate. Disadvantages: this parameter does not give us a real idea of ​​how many people got acquainted with the media unit where the brand is mentioned, nor the characteristics of the audience (and its correspondence with our target audience).

It is clear that for a qualitative analysis of the information field of the company and the identification of relevant KPIs, only quantitative data is not enough.

2. Qualitative indicators of assessing the information field of the company:

• Brand dominance and share of publications with brand visuals
• Impact Rate - an index of the effectiveness of brand presence in publications
• Net reach (Net Reach) by audience type
• Share of distribution of publications by thematic focus of the media
• The tonality of the objects of analysis and the number of positive and neutral newsworthy publications

Let us consider the application of qualitative analysis criteria on the example of iBIC media research on three foreign retail banks: Nordea Bank, Raiffeisenbank, UniCredit Bank. The data for the study were obtained as a result of monitoring traditional media (print and online media) on the subject of "mortgage" for one month. Media monitoring and analysis was carried out using the information and analytical platform iBIC Compass.

According to the results of the study, Nordea Bank is the leader in terms of the number of references, followed by UniCredit Bank. In terms of total audience coverage, Nordea also ranks first, and Raiffeisenbank comes in second. Next, consider how quantitative data correspond to qualitative indicators.

1. Brand dominance is the frequency of a brand being mentioned in a news release in relation to other companies/brands present in the publication.

Brand visual support- this is an indicator that indicates the presence in the news release of visual content that is directly related to the brand (photos of the first persons of the company, office, the presence of the logo in the illustration, images with characteristic corporate colors, etc.).

Both indicators give us a qualitative picture of the "penetration" of the brand, affect its recognition and can serve as one of the KPIs for the PR department. Evaluating them, we get a slightly different picture of the information field of companies regarding the distribution of shares by the number of publications and audience coverage. Now UniCredit Bank and Raiffeisenbank take the first place in terms of brand dominance and visual accompaniment, respectively.

2. Impact Rate- index of effectiveness of brand presence in publications. In fact, this index combines the indicators of brand dominance and visual accompaniment considered earlier, but, among other things, the Impact Rate takes into account the position of the news in the information source, the first mention of the brand, and its volume.

What does this index give us? First of all, using the Impact Rate, you can evaluate the volume and effectiveness of brand presentation in each specific article. In addition, the average Impact Rate for all publications for the analyzed period allows us to assess the degree of penetration and influence of the brand in the information field. And this can also serve as a KPI for the PR department.

3. Net reach (Net Reach)- as close to reality as possible the coverage of the audience that got acquainted with the publications. This is the total audience reach (Gross Reach) adjusted for the Impact Rate index.

For example, the target audience of mortgage banks is likely to be the b2c segment. Accordingly, it will be indicative for us not the number of publications in sources of various types of audience, but the net coverage of the b2c audience.

So, we can see from the example of Nordea bank that, despite a small number of news releases in b2c sources, in terms of net reach, this brand has the best audience penetration rates.

4. The share of distribution of publications with brand mentions by thematic focus of the media helps to evaluate the sources themselves and, if necessary, adjust the media plan of the company. In this case, it also makes sense to pay attention to the net reach of the audience, and not to the number of articles published.

5. Sentiment of objects of analysis, selection topics of publications And informational occasions allows you to analyze the structure of the publicity of the company, assess the level of damage from negative publications and adjust the strategy of the media presence of the company/brand.

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

conclusions

To get a complete picture of the information field of the company, it makes sense to use not only quantitative metrics, but also qualitative criteria for evaluating the effectiveness of brand presence. At the same time, it is important to analyze not only your own company, but also the activity of other market players.

The information obtained helps to determine the vector for the development of the company's further communication policy: where your brand is mentioned most often, which sources and which audience to focus on. It may be necessary to pay attention to the visual representation of the brand or focus on promoting specific topics that correspond to the company's priority development goals and consumer expectations. Media analysis opens up ample opportunities for managing your own image of the company and detuning from competitors.