The functions of a psychologist in providing an advertising campaign. Course: Advertising in commercial activities - Methods for determining the psychological effectiveness of advertising by direct communication with a certain

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The main purpose of advertising is to interest the consumer and push them to buy the advertised product. But often the potential buyer resists the influence and does not want to make a purchase. How can you influence a person to induce them to take action and not cause irritation? This is where the psychology of advertising comes to the rescue.

The psychology of advertising is a separate branch of psychology that deals with the substantiation of theoretical and practical ways to increase the efficiency and effectiveness of advertising materials by influencing mental processes and phenomena. Advertising has become an integral part of everyday life, it can be found anywhere: on television, on radio, on the Internet, in newspapers and magazines. Modern cities are satiated with outdoor advertising: billboards, banners, banners, transport, advertising on street screens. There are various ways to influence the audience with one goal - the buyer must buy a product or service.

The main types of psychological influence on a person are information, persuasion, suggestion and motivation.

Communication method

The most neutral method of exposure. Information does not have an emotional connotation, does not appeal to the personality of the consumer and does not concern the value system, needs and interests. The main purpose of information is to capture the advertising material in the memory. These methods of exposure include ads in the form of columns in newspapers, magazines, websites... It displays information about sales, supply, demand. The influence of advertising on the psyche of a human consumer with this method is minimal.

Persuasion method

The main method of psychological influence of advertising on a person is persuasion. The main task is to convince potential buyers of the advantages and uniqueness of the advertised product and the need to purchase it. Persuasive advertising is the most aggressive type of advertising, the main task of which is to generate consumer demand for the offered product.

The main goal is achieved by convincing the buyer of the need, the need to purchase a product using reasoned evidence. The item is characterized with better side, are revealed distinctive features and the ability to satisfy the desires of potential buyers. But persuasion method only works if the consumer is interested in the product... Then it is much easier to convince you to buy this particular product.

Basic persuasion techniques

Interests and needs of buyers... Quite an effective way. Observation of the main interests, desires, problems of potential consumers is often carried out, which later form the basis of the proposal. Basic needs target audience include in the slogans of goods and services.

The novelty of the advertised product... People are more likely to pay attention to new products, this arouses interest. Therefore, to attract the attention of buyers in advertising of already known products, new characteristics or properties are illuminated.
Problem situation... The advertisement creates a certain problem situation... The question of a solution is raised, which arouses interest. This approach encourages thinking about possible ways to solve the problem. And, of course, the advertisement offers an “ideal” option that fully satisfies the needs of the consumer.
Complicity... This method is most commonly used in television commercials. Advertising is directed to the viewer, appeals are used (you, you), offers to participate, check the product in action and make sure its effectiveness. Advertising is often filmed in the form of a report from the scene, which makes the buyer an accomplice in what is happening.

For "advertisers" whose task is to create well-selling advertising, in addition to methods of influencing a person, it is important to know and special turns of speech that enhance the impact of advertising... One of the most popular turns of speech to help convince you to buy is the antithesis. This slogan is short enough to be easier to remember, using a contrasting technique that helps to emphasize the buyer's benefits. Examples of persuasive ads:

We work - you rest ("Indesit")
You love us - we are killing you (anti-tobacco advertising)
Kvass - yes, "chemistry" - no! (kvass "Nikola").
Thirst is nothing, image is everything! (drink "Sprite").

Suggestion method

As a rule, this is a deliberate or unintentional effect of one person on the psyche of another. It can be hidden or with the consent of the suggested. The main difference is lack of adequate awareness of the information presented... This method of advertising influence does not work for all people. Each has a different degree of suggestibility, receptivity, and ability to obey.

The higher the level of knowledge of a person, the richer his life experience, competence, the more difficult it is to instill something in him.

Studies have shown that it is easier to inspire people with a low level of education and young people. Women are more suggestible than men, this is due to the natural characteristics of the female psyche. Suggestion is aimed at a person's ability to perceive information without providing facts or evidence.

Use of keywords... In advertising that is aimed at suggestion, they use specific and imaginative keywords... They must be understandable so that when they are pronounced, a clear picture emerges in the person's mind. All this greatly enhances. But abstract phrases can confuse or even remain incomprehensible to the consumer.
Use of epithets... When describing goods, high-quality adjectives are used that characterize the product from the best side, which forms the consumer's positive attitude towards the advertising product.
No negative particles... At the psychological level, the "not" or "no" particles repel a person, arouse suspicion and doubt. To inspire the buyer with the need to buy, you should instill confidence and hope for a good result. Any negative statement can be turned into a positive one.... For example, “you do not want to be sick” should be replaced by “you want to be healthy”.
Defined speech dynamics... One of the most important advertising techniques. The impact can be increased by:

A high rate of speech is an indicator of intelligence, and therefore disposes listeners. But one should not forget that a person must understand it and perceive what they are trying to convey. According to psychologists, a person perceives a low male voice better..

Purchase incentive method

All the techniques and methods of psychological influence of advertising on the consumer ultimately boil down to one thing: a person's incentive to buy. The purpose of this method is to evoke the desired reaction to the advertised product or service, which ultimately will induce the buyer to purchase the product. Since the purpose of this type of advertising is to attract customers and buy, it uses a clear message to the consumer in the form of an incentive slogan.

Some people develop ad resistance over time... But advertising specialists have foreseen this phenomenon as well. Special exposure techniques have been developed for such an audience.

Command replacement method is applied... For example, if before there was a command - "buy", now - "everyone is buying, people are buying", etc.
The illusion of choice is created... The buyer is invited to choose from several modifications of one product, which is beneficial to the manufacturer in any case.
The command contained in the question... Rather than verbalizing the command directly, prompting questions are used. They do not give an answer, but hide the command.
Attracting popular personalities to advertise a product... Everyone is a well-known advertising move. Some celebrities advertise all kinds of products. Artists, athletes, singers project success onto the advertising product. This is aimed at a wide audience of fans. They want to imitate their idols. The choice of a popular person cannot be wrong, therefore, no hesitation is required from the buyer. When buying a product, the consumer will feel on par with the star.

There are also phrases and even individual words that encourage buying. For example:

"The offer is valid only until ..."
"Until the end of the action is left ..."
"... and receive as a gift ..."
"The number of places (goods) is limited"
“Order the product right now and get a discount (gift, promotional code, etc.)
"Money Back Guarantee"

Advertising professionals always make sure that it becomes effective. Choosing any form of advertising, they try. High-quality advertising brings aesthetic satisfaction and positive emotions. It should be memorable and easy for the target audience to perceive.

Advertising performance levels

The first level of psychological effectiveness of advertising... Potential buyers are unwilling to purchase an advertising product. There is a desire to get rid of the obsessive influence. Ignore commercials, ads in print media. In such cases, the manifestation of negative feelings is possible: hostility, indignation, discontent, irritation.
The second level of advertising effectiveness... Potential buyers remain indifferent to product advertising, it does not cause absolutely any emotions. The consumer does not want to buy a product, use a service, and often does not even remember what was advertised. He is not interested in this.
The third level of psychological effectiveness... There is already interest here. Product advertising sparks curiosity and attracts attention. The interested viewer highlights only the plot of the video, but not the product itself. He has no desire to buy the offered product or service. Advertising exists separately from the object. The buyer does not associate the advertisement with the product.
The fourth level of efficiency... Advertising arouses interest and grabs the viewer's attention. In this case, the potential buyer remembers the plot of the video and the product itself that is being advertised. The consumer thinks about making a purchase of a product, but is not ready for a momentary purchase. He needs to think and perhaps the result will be positive and advertising will effectively fulfill its function.
The fifth level of psychological effectiveness of advertising... Advertising is of great interest to potential buyers. When viewing, representatives of the target audience experience pleasant emotions, they pay attention not only to the plot, but also to the product. There is a desire and desire, no matter what, to purchase the advertised product or use the offered service.

Non-standard advertising

IN last years advertising has become an extremely popular phenomenon in the world, so it is not surprising that new types and forms of advertising appear every year. In particular, viral advertising and non-traditional advertising media are very popular. Viral videos for little money can bring unheard of popularity and the desire to buy a product or service from the desired target audience. You can find anything among non-traditional advertising media - from trees and benches to people! Advertising in public, as a phenomenon, has existed for a long time, but only in modern world it can sometimes "shoot" better than a multi-million dollar TV advertisement. Firstly, due to its originality and creative approach of the creators. The most popular and effective publicity advertising is clothing and body art advertising.

Conclusion

In recent years, special programs have been created and courses in advertising psychology to improve the qualifications of specialists in this field... Each specialist wants to ensure that advertising meets the fifth level of psychological productivity and fully fulfills its tasks. After all, the main thing is the end result and positive emotions of the consumer.

March 17, 2014 12:54 pm

The concept and essence of the psychological effectiveness of advertising

Definition 1

Remark 1

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

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

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

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

Remark 2

Methods for assessing the psychological effectiveness of advertising

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

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

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

Through experiments, the memorability of advertising to potential buyers is determined and the impressions received from it are studied. As a rule, such experiments are carried out within the framework of an artificially created audience, which includes people of different ages and professions, differing in gender and having different education. Experiments make it possible to establish how a particular advertising medium arouses consumer attention, what effect the text used has on its memorability, etc. The opinions obtained as a result of the experiment are generalized, and the most effective, according to the estimates obtained, advertising media and their individual elements are introduced into advertising practice.

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

Indicators and criteria characterizing the psychological effectiveness of advertising

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

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

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

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

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

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

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

1.preliminary testing (may show the approximate results of an advertising campaign; it must be carried out on a sample of the target audience);

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

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

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

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

Data sociological research allow you to determine what the respondents think on a particular occasion, however, only the conscious opinions of people are assessed, and people, as you know, can be mistaken. To find out the true attitude of consumers, first of all, laboratory and natural experiments are carried out, it is these two methods that are most effective.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The memorization level demonstrates the ability of advertising to stand out from total mass, and how long the ad can stay in memory. There are some psychological patterns of memorizing information, which are sometimes not taken into account, and sometimes are successfully applied in advertising. It is known that those information that are located either at the beginning of the text or at the end (the effect of the beginning and the effect of the end) are better remembered. A. Romanov. Methods for assessing the psychological effectiveness of advertising: www.elitarium.ru

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

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

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

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

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

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

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

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

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

communication.

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

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

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

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

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

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

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

The psychologist is not directly involved in the development and creation promotional items, however, can play a critical role in assessing and improving the effectiveness of advertising impact.

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

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

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

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

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

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

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

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

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

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

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

Control questions and tasks

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