The role of sociological research in the planning of advertising campaigns
The role of sociological research in the strategy of planning advertising campaigns has been has been considered. Sociological research is the main supplier of data on the behavior of the target audience, its quantity, and the structure of its media consumption. On the basis of sociological data, a...
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Publishing House of the State University of Management
2019
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oai:doaj.org-article:7751c7054753478eae01a4a60c4aeb302021-12-03T07:43:28ZThe role of sociological research in the planning of advertising campaigns1816-42772686-841510.26425/1816-4277-2019-2-145-149https://doaj.org/article/7751c7054753478eae01a4a60c4aeb302019-04-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/1314https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The role of sociological research in the strategy of planning advertising campaigns has been has been considered. Sociological research is the main supplier of data on the behavior of the target audience, its quantity, and the structure of its media consumption. On the basis of sociological data, a decision-making process is taking place on the choice of the required type of media, or media mix, the start time of the campaign and the frequency of advertising. With the assistence of sociological measurements delivered on an ongoing basis, calculate the efficiency of media indicators of advertising goods and services. One of the research areas is the evaluation of the content of advertising communication by consumers, the quality of creativity and the way of presenting information, the recognition of the key idea of advertising communication. For the needs of the advertising market, both qualitative and quantitative sociological studies are used.A. A. KomarovaV. G. NovikovM. Yu. ZakharovPublishing House of the State University of Managementarticleadvertising effectiveness assessmentcase studiesadvertising campaignstarget audienceadvertisingmedia consumptionSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 2, Pp 145-149 (2019) |
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DOAJ |
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DOAJ |
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RU |
| topic |
advertising effectiveness assessment case studies advertising campaigns target audience advertising media consumption Sociology (General) HM401-1281 Economics as a science HB71-74 |
| spellingShingle |
advertising effectiveness assessment case studies advertising campaigns target audience advertising media consumption Sociology (General) HM401-1281 Economics as a science HB71-74 A. A. Komarova V. G. Novikov M. Yu. Zakharov The role of sociological research in the planning of advertising campaigns |
| description |
The role of sociological research in the strategy of planning advertising campaigns has been has been considered. Sociological research is the main supplier of data on the behavior of the target audience, its quantity, and the structure of its media consumption. On the basis of sociological data, a decision-making process is taking place on the choice of the required type of media, or media mix, the start time of the campaign and the frequency of advertising. With the assistence of sociological measurements delivered on an ongoing basis, calculate the efficiency of media indicators of advertising goods and services. One of the research areas is the evaluation of the content of advertising communication by consumers, the quality of creativity and the way of presenting information, the recognition of the key idea of advertising communication. For the needs of the advertising market, both qualitative and quantitative sociological studies are used. |
| format |
article |
| author |
A. A. Komarova V. G. Novikov M. Yu. Zakharov |
| author_facet |
A. A. Komarova V. G. Novikov M. Yu. Zakharov |
| author_sort |
A. A. Komarova |
| title |
The role of sociological research in the planning of advertising campaigns |
| title_short |
The role of sociological research in the planning of advertising campaigns |
| title_full |
The role of sociological research in the planning of advertising campaigns |
| title_fullStr |
The role of sociological research in the planning of advertising campaigns |
| title_full_unstemmed |
The role of sociological research in the planning of advertising campaigns |
| title_sort |
role of sociological research in the planning of advertising campaigns |
| publisher |
Publishing House of the State University of Management |
| publishDate |
2019 |
| url |
https://doaj.org/article/7751c7054753478eae01a4a60c4aeb30 |
| work_keys_str_mv |
AT aakomarova theroleofsociologicalresearchintheplanningofadvertisingcampaigns AT vgnovikov theroleofsociologicalresearchintheplanningofadvertisingcampaigns AT myuzakharov theroleofsociologicalresearchintheplanningofadvertisingcampaigns AT aakomarova roleofsociologicalresearchintheplanningofadvertisingcampaigns AT vgnovikov roleofsociologicalresearchintheplanningofadvertisingcampaigns AT myuzakharov roleofsociologicalresearchintheplanningofadvertisingcampaigns |
| _version_ |
1718373576630861824 |