Siberian Institute of Law, Economics and Management.

Department: Psychology

Qualified for protection

Dean of the Faculty

Sobolevoy E.A.

Graduate work

"The effectiveness of psychological

Graduate student, 5th year __________________ Petrenko N.A.

Head: Candidate of Pedagogical Sciences, Associate Professor __________________ Kuzmina L.S.

Irkutsk 2002

Introduction ……………………………………………………………

Chapter 1 Theoretical analysis of the problem of advertising

impact on humans ……………………….

1.2.1. Psychoanalytically oriented approaches ... ..

1.2.2. The hypnotic approach ………………………………

1.2.3. Techniques of Ericksonian hypnosis in advertising and neurolinguistic programming ……… ..

Chapter 2 Experimental studies of the impact of advertising .......

2.1. Base. Research methodology and methods ………………………………………… ..

2.2. Analysis of the results …………………………………………

Conclusion………………………………………………………………..

Bibliography……………………………………………………….

Appendices ……………………………………………………………….

Introduction

In the middle of the twentieth century, a serious study of advertising began, without which it is already difficult to imagine our life. We encounter advertisements everywhere - sitting at home in front of the TV, listening to the radio, on the way to work or school - wherever we are, we see or hear advertisements about new products or services.

Study of effectiveness advertising activities is one of the most relevant areas in modern management. Applied in modern conditions advertising media are diverse, many of them are technically very perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and psychological impact on people. The power and role of advertising is known from world experience. First of all, it carries information, usually presented in a concise, artistically expressed form, emotionally colored and brings to the consciousness and attention of potential buyers the most important facts and information about goods and services. It should be noted that advertising is always information, and information is not always advertising. Advertising, on the one hand, communicates to consumers the information they need to buy and use goods. On the other hand, combining its informational content with persuasiveness and suggestion, it has an emotional and mental impact on a person. Advertising more and more often interferes in a person's life, controlling him at the conscious and unconscious levels.

Relevance of work lies in the scientific psychological substantiation of the nature of the impact of advertising, since in advertising activities methods and methods of psychological, emotional and intellectual impact on people are widely used, tk. advertising is a socio-psychological phenomenon. It is a multidimensional product that touches on the most hidden areas. psyche of modern man

Purpose of work - to identify the impact on behavior, attitudes and consumer acceptance of impacting television advertising media.

To achieve this goal, the following solutions were required. tasks:

Study the process of exposure and perception of advertising;

Develop a methodology to determine the impact on behavior, attitudes and acceptance of television advertising on a person;

Conduct research and analyze the data obtained.

Research object is the impact on a person of television advertisements.

The subject of research was a study of the effect on behavior, attitudes and acceptance of advertising.

To solve the set tasks, three research procedures were carried out:

The first procedure involved observing the behavior of people in point of sale where there were stands with goods advertised on television;

The second procedure consisted of ranking the list of the same advertisements most frequently shown on television;

The third procedure consisted in identifying the subjective attitude towards advertising of a particular product obtained on the basis of a survey.

Respectively methods studies were :

1. Observation of consumer behavior towards advertising;

Methodological framework researches made up the works of Z. Freud about subconscious complexes, the activation of which can affect the attitude to the product and motivate its acquisition. In addition, we relied on the work of I.P. Pavlova, who understood attention as the concentration of excitement in certain areas of the cerebral cortex with simultaneous inhibition of the rest of the cortex, on the formation of a new dominant through the emotional mechanism, as well as on the information theory of emotions of the Russian psychophysiologist P.V. Simonov, whose main position is the emergence of emotions during availability of information on the likelihood of satisfaction of the subject's needs.

The ongoing research was aimed at testing the hypothesis: advertising has an impact on the conscious and unconscious level of human mental activity.

Theoretical significance: the study contributes to the study of the nature of the impact of advertising on the person, and on this basis, new approaches to the production of advertising can be adjusted.

The volume and structure of the thesis:

The work has the volume of typewritten pages, the list of used literature includes sources. An appendix on sheets is given to the work.

Chapter 1 Theoretical analysis of the problem of advertising

human impact

Advertising in the business world is bombarding consumers with a wealth of information. The psychological impact of advertising information is manifested in the processes of processing advertising messages - emotions, thoughts, possible solutions determining specific behavioral acts of the buyer. One way or another, the advertising process involves the phenomena of information processing - sensation, perception, attention, memory.

On the other hand, in the processes of processing advertising information, a person's attitude to the advertising message, his emotions and feelings, for example, feelings of pleasure, self-esteem, envy, his understanding and acceptance into consciousness, or, on the contrary, rejection of the perceived and understood, but not divided, are actively involved. content not accepted by the consumer.

Research by psychologists has proven that the perception and processing of advertising information is carried out under the influence of many different factors, but three of them are almost always present: these are cognitive, emotional and behavioral factors.

The cognitive component is related to how the advertising information is perceived by a person. The study of the cognitive component involves the analysis of a number of information processing processes, such as sensation and perception, memory, representation and imagination, thinking and speech.

It is clear that advertising products can be made of both high and low quality, and this will affect the cognitive sphere of a person in different ways. As a result, the advertising message will be perceived and remembered in different ways, and will cause different degrees of readiness for action.

Since one of the main tasks of advertising impact is precisely in highlighting the advertised product or service, attracting the attention of the consumer to it, the study of the cognitive processes of the psyche is very important in the framework of advertising.

Sensation... One of the important elements of human cognitive activity is sensation. It is known from the course of general psychology that sensation is understood as the reflection in the cerebral cortex of individual properties of objects and phenomena of the surrounding world when they are directly influenced by the sense organs. Feeling is a cognitive primary process. In accordance with the main senses, sensations also differ: visual, auditory, olfactory, gustatory, tactile, motor, tactile, organic, vibrational, balance sensations.

The ability to experience sensations is called sensitivity. Distinguish between absolute and differential thresholds of sensations. The absolute threshold (lower and upper) determines the ability of the sense organ (analyzer) to perceive signals and create sensations. Differential threshold of sensations is understood as the difference in stimuli at which signals are discriminated.

In advertising, visual, auditory, gustatory, motor, olfactory, tactile and some other types of sensations are most often used. Here, the problem of studying the sensations arising from the perception of advertising or the consumption of an advertising product becomes relevant. This goal is achieved by measuring the sensations that a person experiences when consuming the advertised product. If the resulting sensations differ significantly from those already well-known, then the advertising manufacturer will be able to distinguish this product and, therefore, influence the consumer's purchasing behavior.

Psychological studies have established that the sensations that a person experiences from objects affecting him obey Fechner's psychophysiological law. This law states that at very high values ​​of the stimulus, a person experiences fewer changes in sensations than at high values. The law also says that very intense influences (loud sounds, bright colors, wordy texts) are not always the best for perception. Sometimes an appeal to a person, performed with less intense means, turns out to be more effective. (R.I. Mokshantsev, 2000)

Perception. Others important element human cognitive activity is perception. Unlike sensations, perception is a holistic reflection in the cerebral cortex of objects and phenomena. This reflection is accompanied or mediated by a conceptual apparatus, that is, it is indicated by a word, the name of what a person perceives. By types, perception is similar to sensations: visual, auditory, olfactory, gustatory, tactile.

Perception is carried out most often meaningfully. Recognition plays an important role in the process of perception.

In the perception of advertising information, an extremely important role belongs to the formation of a perceptual image, which has (or does not have) the most significant impact on the behavior of the buyer. Special studies have shown that people, for example, are inexplicably loyal to their brand of cigarettes or beer or any other product with a wide variety of assortments. But with special tests, they cannot distinguish one brand from another. Three hundred smokers who prefer cigarettes of one of the three main varieties were offered these same three varieties of cigarettes, only without names. They needed to know their favorite strain. Only six people out of three hundred subjects were able to recognize the brand of their cigarettes. The psychologists made a simple conclusion - people smoke, in particular, not brands of cigarettes, but “smoke the image, the image of cigarettes”.

The main task of advertising is to create in the minds of consumers such images of goods that, in a competitive environment, would induce them to purchase what is advertised. This is all the more relevant since many commodities are standardized.

The above has been successfully applied and applied in practice. For example, after the decline in demand for cigarettes, fueled by widely published evidence linking smoking to cancer of the lungs, many leading brands have changed their brands, creating new images that are more in line with the personal characteristics of consumers.

The images are directly addressed to the feelings of a person. Their meaning is understood through a well-established process at the level of consciousness.

The researchers also concluded that the process and mechanism of perception of interconnections is universal and occurs automatically. All people have the same perception mechanism. He is objective result the process of human evolution. This means that psychologists have discovered that universal mechanism of perception that transforms human sensations into meaningful information. Thus, it has been established that if the sensations do not contain a sufficient number of useful data elements to form a meaningful complete idea, then an ambiguity arises that requires resolution. When the totality of sensations is sufficient to form a meaningful idea, then the data obtained merge into an understandable picture and are remembered.

Ultimately, a person perceives advertising according to the “law of brevity”, which is basic in the psychology of perception. It says that all external sensations are reduced by a person to the simplest and most convenient forms: in order to understand something, the human brain breaks down complex external sensations into a mass of basic, simplest images and forms. If they are not complete or not perfect, then the person tries to guess what they should be.

For example, even an irregular or incomplete circle is perceived all the same as a “circle”, and not a sequence of arcs. And this process takes place in the human brain automatically. From the point of view of an advertiser, this means that if you offer a consumer a strong advertisement, then it will be enough to present only some of its element and the consumer himself will remember or think of the rest. After all, sometimes people laugh when they hear only one phrase from an anecdote that they know.

Visuals must meet a number of requirements. For ease of perception, their structure should be clear and clear. Psychologists studying the perception of the environment as a whole argue: in order for an object to stand out against its background, it must be contrasting, the object is created as a center and force that unites form, proximity and similarity. In this case, the product should be in a dominant way that stands out against a neutral background.

Attention. The most important property of perception is its orientation, which in psychology is called attention. In order to have a certain impact on the behavior of the consumer, first of all, his attention is attracted. Attracting attention is the first link in the chain of the mechanism of the psychological impact of advertising. It is attention that accompanies such mental processes as the recipient's perception of advertising information, its processing into consciousness. At the same time, attention serves as a kind of filter that filters out unnecessary messages. The selective nature of attention prevents mental overload from the flow of information. Mechanism psychological impact advertising to its consumer can be represented in the form of a diagram: attracting attention -> maintaining interest -> expressing emotions -> persuasion -> making a decision -> action (making a purchase). Each stage of the psychological influence of advertising on the consumer's consciousness requires the use of certain methods and methods of advertising influence that can provide the greatest psychological effect. Only a few advertising media by themselves can attract the attention of a neutral subject. These include, for example, a storefront, which introduces the assortment of goods available for sale.

The concentration of a person's mental activity on one object entails a disconnection of attention from other objects.

According to the teachings of I.P. Pavlova, attention is the concentration of excitement in certain areas of the cerebral cortex (in the focus of optimal excitability) with simultaneous inhibition of the rest of the cortex. (Pankratov F.G.)

The most important feature of attention is the ability to distribute, switch and focus it. These properties of attention significantly affect the nature of the perception of advertising, its comprehension and memorization. For example, the attention of a TV viewer or radio listener in the process of perceiving advertising is unstable, it constantly fluctuates.

Experiences, representations and other mental processes arising from the perception of a television commercial are interspersed, for example, with images of familiar people arising by association, attention switches to furnishings in the room and people sitting next to them. However, despite the dynamism, attention to the advertising program returns to a new direction. The effectiveness of the advertising impact is influenced by the intensity of attention, i.e. a certain amount of mental activity spent by a person in the perception of advertising.

Attracting attention to advertising is an individual phenomenon, depending on the needs of a person, his motives, motives and moods. Depending on the purpose of advertising and a person's interest in the advertised product, attention is divided into several types.

Involuntary attention for example, to the advertised means, it is caused only by its appearance or properties acting as an irritant: dynamism, intensity, contrast, size. The more intensely the advertising stimulus affects the human senses, the higher the degree of attention to it. A catchy advertising slogan on a newspaper page, an emotional vocabulary of a radio address, accompanied by rhythmic music, a sharp plot of a TV movie - all these irritants cause involuntary attention of a person. However, such methods of intensifying attention to advertising have certain boundaries - the threshold of perception. Exceeding this threshold leads to the fact that people stop perceiving "flashy" ads.

An important factor in the process of attracting attention with advertising is the correspondence of its irritants to the internal state and the needs of the person to whom it is addressed. A person's perception selects from advertising circulation only what is most necessary for his life and does not perceive what subjectively does not seem necessary to him.

People consciously or unconsciously avoid information that does not coincide or contradict their beliefs, but usually perceive what corresponds to their desire, experience.

The effectiveness of advertising exposure largely depends on the duration of the attention process caused by the stimulus and on the strength of the stimulus. An irritant that lasts for a long time, for example, the bravura music that sounds throughout the advertising film, very quickly causes fatigue in the audience.

A significant factor in prompting attention is the degree of novelty of the advertised product. on the basis of this provision, it can be concluded that each advertising medium to increase attention to the object of advertising should report something new about it, supplement the existing information with new data, even if we are talking about traditional items, for example, radios and televisions, cars and bicycles or about familiar products - tea, coffee, milk.

Involuntary attention to advertising dries up pretty quickly if it is not reinforced by another type of attention - voluntary, which is consciously directed and regulated. The purposefulness of voluntary attention is the most important factor in the effectiveness of advertising. The psychological mechanism for the formation of voluntary attention to advertising is based on interests of a practical or aesthetic nature.

The main ways to attract attention are change, movement, contrast, highlighting the figure from the background. In a sense, highlighting the advertised product means drawing attention to it.

The amount of advertising information and its inconsistency caused by the competition are so great that the consumer simply cannot perceive everything in a row and in full. Studies have shown that out of a hundred advertisements that fall on a person every day, he absorbs almost a third, and at the same time only a tenth has at least some chance of influencing the behavior of the buyer. Therefore, unconsciously, a person carefully selects the incoming information.

The consumer sees and hears only what he likes or what scares him, worries him, or his attention increases as he becomes more and more involved in the selection process.

Perception advertising is a complex process of analysis and synthesis. Its peculiarity lies in its integrity: although advertising is a complex irritant, nevertheless, it is perceived by consciousness as a whole. The impact of advertising in general depends on the impact of its constituent parts. Thus, all parts of the advertising message (image, text, sound) are purposeful and have sufficient impact.

Rational and emotional responses mean that in the process of meeting the needs of a modern person, not only pragmatic goals (benefit) are pursued, but also the receipt of positive emotions. The latter is connected with getting pleasure from buying a beautiful and prestigious thing in a benevolent atmosphere, elegant packaging. The rational way of addressing is based on the person's ability to think logically. It is based on the message to the potential buyer of objective information about the product, its qualities and methods of application. In this case, the quality of the product is, as it were, a logical reason, a reason for buying.

Emotional assessment as a concomitant of the main, rational one can be enhanced by a successful pictorial solution. Thus, the use of a color photograph of a healthy, strong baby when advertising baby food products will cause people to associate pleasantly and increase their desire to have the same healthy child. Therefore, advertising successfully uses this feature of the human psyche and addresses not only the rational sphere of consciousness, i.e. to the mind, but also emotional - to the feelings of a person. Rational and emotional perception from each other due to the very nature of knowledge and the characteristics of the human psyche.

Memory. Memory is an important mental process that is directly related to advertising in general and the effectiveness of advertising in particular. Memory is the process of memorizing, preserving and subsequent reproduction (remembering or recognizing) what a person previously perceived, experienced or did.

Studies have established that a person remembers faster and more firmly what his future activity is connected with, that is, with the future, with his tasks, as well as what a person has a pronounced interest in. Indifferent, meaningless material is perceived worse. Therefore, the most effective advertising is the one that takes into account the interests and plans of people. From a psychological point of view, any seller is a person who allows people to look into the future and connects them with this future with the help of a product.

The opposite of memorization is the process of forgetting. Forgetting can occur after a while in the absence of repetition (extinction), under the influence of new information, as a result of illness (amnesia), and in a number of other cases. It is very important to remember not only the advertisement (background), but also the product (figure). Although it is often the other way around.

In the domestic advertising practice, there is basically one known, as old as the world, way to achieve memorization - repetition. For an advertisement to have the desired effect, it must be perceived repeatedly. Repetition works, of course. And at the same time, it is with obsessive repetition that the main negative emotions are associated, which advertising causes much more often than advertisers would like. The point, then, is balance - repeat, not bore.

There are some patterns of memorizing information that are not taken into account, and sometimes they are successfully applied in advertising.

The information that is located either at the beginning of the text or at the end is much better remembered. The latter technique is often used in advertising.

Thinking. The next important mental process that is directly related to the perception of advertising is thinking.

Thinking is a generalized reflection in the human mind of objects and phenomena in their natural connections and relationships. The main properties are as follows:

Mediated character. Establishing connections and relationships between things and phenomena, a person relies not only on the direct impact of these things and relationships on him, but also on the data of past experience preserved in his memory. When making inferences, a person uses the knowledge that was developed by past generations, therefore, a person's mental acts are the result of not only his own experience;

Thinking is closely related to speech, external or internal, that is, it has a social nature;

A person thinks not only in concrete, but also in abstract concepts, symbols, which is widely used in advertising.

There are many types of mental operations, such as comparison, abstraction (distraction), concretization, analysis, synthesis, generalization, analogy, association, judgment, inference. All of them are actively used in advertising, especially associations.

The volume or quantity of information has a great influence on the perception of information and on purchasing behavior. It is known that the excess of information in advertising, as well as its lack, negatively affects the purchase of goods.

Thus, the activation of cognitive needs is a powerful psychological factor in advertising. Advertising asks a question, seeking to create an incomplete image, to evoke a cognitive need. Then the proposed answer always contains information about the merits of the advertised product. According to psychological studies, about 80% of all people experience severe discomfort in cases of incompleteness of the image that appears in their minds.

The study of the psychological aspects of advertising involves the analysis of those aspects of it that evoke in a person an emotionally colored attitude towards advertising, towards the product itself, which ultimately forms a desire or unwillingness to buy it.

Emotions they call such mental processes in which a person directly and personally experiences his attitude to certain phenomena of the surrounding reality or in which various states of the human body receive their subjective reflection.

In psychology, it is believed that numerous human emotions can be described by several basic components: love, joy, happiness, surprise, sadness, suffering, fear, anger, rage, disgust, charity, guilt. They are expressed in a huge variety of individual characteristics. For example, the manifestation of rage or fear in one happens in a completely different way than in another. Thus, the direct experience of phenomena and situations acting on an individual is carried out in a variety of forms of emotional experiences that are deposited in emotional memory. Emotional memory is strongly influenced by the brightness of impressions.

As you know, in people, in addition to visual memory, emotional memory is very stable, which works according to the principle: pleasant - unpleasant, liked - disliked. Advertising materials inevitably evoke unconscious emotional images. Memory for emotional images and emotional states is one of the most durable. It has been found that emotional memory has a much stronger effect on decision making, that is, on a person's purchasing behavior, than other types of memory. Experts believe that sympathy for a product is proportional to sympathy for advertising information.

Emotions are always personal, subjective. Psychologists note the connection of a person's emotions with the experience of his own “I”. Everything that surrounds a person evokes certain emotions in him. It is in the emotional form that numerous individual differences of potential consumers are manifested. Any advertising video clip is not only information, it is, first of all, several emotionally intense minutes that a person personally experiences at the time of viewing. Typical in this respect is the very advertising vocabulary with its rich emotional terminology: warmth, comfort, radiance.

Emotions can be positive and negative. Positive emotions stimulate the subject to achieve the goal, negative ones - to avoid objects that cause unpleasant states. Many people see a good purchase as a certain way to get satisfaction, relieve a bad mood caused by some hardships of life. Therefore, a good purchase always gives a person a charge of positive emotions.

If a person does not find anything interesting, emotionally colored for himself, then he may not have a desire to make a purchase. Often, advertisements that are created without taking into account the emotional reactions of the consumer, cause a clearly negative attitude towards the subject of advertising. It has been established that a person does not seek to memorize information material that evokes negative emotions. If advertising causes a feeling of disgust, fear, shyness, this slows down the sale of the product, and vice versa, if the advertised product allows you to get rid of such unpleasant emotions, then it begins to be in demand.

Especially often negative emotions are caused by repeated, word for word, repeated advertising on radio or television. Psychologically, it is very difficult to constantly hear the same thing, the monotony quickly gets boring. A very unpleasant emotional effect is obtained from advertising designed for a dull person. Of course, humor evokes positive emotions. A sense of humor is one of the most specific feelings that a person can experience. However, the use of humor in advertising is a very delicate and often delicate matter. Be careful when using humor in your ad. He attracts someone, and repels someone.

A number of models describe the emergence and dynamics of the manifestation of emotions. One of them belongs to the German psychologist W. Wund. (Pankratov F.G .. Within the framework of his concept, emotions are characterized by three pairs of polar signs:

pleasure - displeasure;

agitation - calming;

tension - relaxation.

The emotional state is characterized by one, two or three of the indicated polar states.

According to Wund, pleasure or displeasure arises in connection with the olfactory and gustatory sensations, as well as in connection with the sensation of pain. Different colors cause a state of excitement or calmness. Tension or relaxation is associated with attention processes. In fact, the picture of the manifestations of emotions in their direct connection with the simplest mental processes is undoubtedly much more complicated.

The famous Russian psychophysiologist P.V. Simonov developed the information theory of emotions. The lack of necessary information causes negative emotions, and the presence - positive. To test the emotional effectiveness of an advertising message, you need to imagine this message and determine how people with different psychological characteristics will relate to it, whether it will be pleasant to them.

In psychology, a well-known phenomenon called projection, when people ascribe their own attitude to anything. When creating something original, the creator often experiences a state of emotional upsurge, admiration for a successful find. At the same time, he does not always realize that many people may not like the result of his creative activity.

Modern psychology sees the solution to the problem in the fact that advertising should emotionally attract people, and not repel. In order to induce the consumer to buy, he is charmed, shown to him new opportunities that he will have with the purchase of this or that product.

In advertising companies in Russia, the research carried out suggests that advertisers and the media do not always take into account the psychological structure of the perception of advertising by Russian consumers, and above all the emotional sphere.

The information environment is oversaturated with repetitive monotonous advertising, which causes a natural desire in the consumer to avoid its impact, its intrusive penetration into the individual space of a person.

The study of this mechanism involves the analysis of a person's actions, determined by his purchasing behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior at an unconscious, unconscious level. At a conscious level in the buying behavior, motivations, needs, and human will are manifested and reflected. At an unconscious level - attitudes and human intuition.

Consumers tend to be reluctant to admit that their buying behavior is the result of some form of impact, including even targeted programming. It seems to them that they had a need for a product long before they learned about it from advertising. It is very rare for buyers to admit to themselves or to other people that they have actually been “exploited” by imposing a previously non-existent need on them, and forced to buy something, deprived of the possibility of a conscious choice. Although in fact this is the purest truth.

There are different views on the nature of different ways of human behavior.

From the standpoint of the psychoanalytic approach, the mental life of a person in general, his behavior on the market in particular, is based mainly on irrational, unconscious motives.

According to Western advertising psychologists, a person is strongly influenced by the fear of death motives and subconscious complexes. This is widely used when advertising individual products. It is not surprising that the feeling of fear is used in an advertising campaign, first of all, by those companies that sell drugs, medical supplies, and patient care items.

The motivational psychology of consumers is supported by Freud's theory of subconscious complexes. (Pankratov F.G.) The meaning of Freudian methods is reduced to the use of hidden biological and sexual impulses and human instincts in advertising. Sexual motives are especially widely used when advertising perfumery and cosmetic products, clothing items, personal hygiene products, books and other products.

The Freudian concept includes the concept of the so-called inferiority complex. The essence of this theory boils down to the following: in the course of life in the subconscious of each person, many injuries are deposited. On the basis of these disappointments, an idea of ​​one's own inferiority arises. And this causes a deep backlash - the desire to attract attention to yourself, to emphasize your "I".

Understanding purchasing behavior from the point of view of Z. Freud is facilitated by an appeal to the unconscious of man - the strongest part of the psychological nature of man, within the framework of his concept - primarily of the sexual nature of man.

The psychoanalytic model focuses on the attitude of people towards things and accordingly recommends influencing this attitude or changing it in such a way as to motivate the purchase of a product or service. This is practiced. An advertising campaign for a product is organized so that the advertised product is associated with repressed, unconscious motives.

A distinctive feature of most psychoanalytic approaches is that one unconscious basic need is taken as the basis of human behavior. For A. Adler, this is compensation for shortcomings, for

K. Horney - the need to avoid the feeling of fear, to achieve security.

Management of buying behavior, according to D. Skinner, also means influencing the behavior of a potential buyer.

D. Skinner's method is based on the conscious in the psychological nature of a person, in itself no less strong, but easier to activate. Here, effective techniques are those that depend on the seller's ability to tell about the product, to show it, to induce the buyer to act as the seller wants. He gently nudges the buyer to call, compare, test, and ultimately buy the product on offer.

Effective advertising is aimed immediately at both the unconscious and the conscious, that is, at thoughts, and at feelings, and at relationships, and at human behavior. This approach changes attitudes by modifying behavior. He influences, on the buyer from all sides - convinces, compels, attracts, compels, orders to fulfill the wishes of the seller.

Sometimes people think, especially in adolescence, that they are independent, free in their actions, that society cannot influence their decisions or their behavior. However, it is worth asking such a person to perform actions that do not correspond to his social status or social role as he experiences a very unpleasant sense of shame, which is one of the most powerful regulators of behavior.

Most of the management of buying behavior occurs when famous TV broadcasters are involved in advertising. The image of such people is perceived by association with psychological attitudes that a Soviet person received from the party and government through the means mass media... This phenomenon is very well fixed in the brain at the reflex level.

Advertising is precisely the psychological programming of people. The paradox of thinking of a Russian, in particular, a person is precisely that he perceives and trusts more not the advertisement that is clearly trying to influence him, but the one that, it would seem, only informs.

Most often, children and adolescents become victims of advertising. Indeed, advertising sets us completely unusual norms of behavior in the most everyday situations. For example, in the tavern where you decide to visit, there will be Maccona coffee, then the best thing you can do is kick under the waiter's table on the ankle. He will have nothing against it. Moreover, he will laugh at it in the kitchen with the chef. Avidly.

“Realism is not required from advertising. By setting high moral standards, it engenders special positive thinking. Let a person be an imperfect, contradictory, irrational being, but he believes that there is another, ideal world in which life is built according to intelligible, correct laws. " (Weill, Genis, Americana). It should be noted that a long stay in front of the TV has a decomposing effect on fragile children's brains. Raising a child in a virtual world, built according to the laws of action films, soap operas, commercials, sets the younger generation not even distorted, but completely irrational concepts of what is happening in the environment of a person.

From this it can be noted that for our Russian person, and even more so for a child, advertising has a very negative effect. One educational psychologist noted: "Watching the younger generation, we can say that they give the impression of zombie people."

Purchasing behavior essentially depends on the goals of the consumer. Interesting experiments have been carried out that made it possible to identify the features of consumer behavior depending on the goals of the activity, namely, for what purpose the goods are purchased: for their own needs or for resale.

Analysis of the data allows us to conclude that there are statistically significant differences in customer behavior. Depending on the purpose of the activity - for personal use or for resale, different goods or different quantities are bought. When a product is purchased for commercial purposes, preference is given to cheaper products, that is, those that can be sold more easily.

Impact external environment the buyer (forms the motives of the purchase): the objective necessity of the purchase; social environment; cultural environment; subjective factors;

Impact internal environment buyer (reacts to motives): reaction to motives: awareness of the need to purchase and obtaining information about the goods; the emergence of interest in the product; assessment of goods and their own capabilities; making a purchase decision; product search; purchase.

With the exception of such an objective need for a purchase as the loss, deterioration of a thing, the process of making a decision to buy a product is very subjective. However, in this process there are certain patterns that a professional advertiser knows and takes into account in order to influence the buyer in the right direction.

Business Week magazine, commenting on the often seemingly unreasonable behavior of buyers, wrote: “People act as if it were unreasonable, but in reality it is expedient. Their behavior makes sense when viewed precisely from the point of view of their needs, goals and motives. This seems to be the secret of understanding people and influencing them. ”

The means of advertising used in modern conditions are diverse, many of them are technically very perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and psychological impact on people. These are the methods of suggestion (suggestion), persuasion of "imposing" the merits of an object, idea, personality or phenomenon. At the same time, advertising specialists rely on knowledge of psychology, including, in particular, knowledge about the psychological and emotional impact on a person of the ratios of color shades in advertising, its structural parts, about the use of fonts, formats, and the frequency of the appearance of ads.

Advertising works made at a high creative level can have great artistic value and aesthetic expressiveness. Often they develop into images-symbols that affect the spiritual and emotional world of a person and influence the formation of his beliefs, value orientations of aesthetic images. The expressiveness and semantic richness of an advertising work affect a person's consciousness, forcing him not only to familiarize himself with the advertising message, but also to accept the advertising idea as a guide to action.

Some psychologists believe that hypnosis and socio-psychological attitudes are modifications of the same thing. Other psychologists do not think so at all and do not consider all methods of psychological influence as various forms of hypnosis.

First of all, we can talk about this mental process like making a decision. This is the choice from the available alternatives. The peculiarity of this process is that something presented to consciousness is always compared, and not something that is outside of it. If the task is to manage this process, then the person is offered the arguments that are needed precisely by the suggestor, the instigator. Often this is enhanced by the speed of information delivery, that is, by creating a shortage of time for analysis.

1.2.1. Psychoanalytically oriented approaches

Since the middle of the 20th century, the use of mass psychoanalysis in advertising has become the basis of the activities of trading companies. Advertisers have seized on psychoanalysis in an effort to find better ways to market their products.

New specialists call themselves "analysts of motives" or "researchers of motives". Long Cheskin, one of the most prominent in this area, defined it as follows:

“Motive analysis is a type of research that seeks to find out what motivates people to make a particular choice. These studies use means designed to comprehend areas of the unconscious or subconscious, since preferences are usually determined by factors unconscious. In fact, the buyer acts emotionally and coercively, reacting to images and impulses associated in the subconscious with the product. "

The passion for psychoanalysis was attributed to falling demand for many products and disappointment in traditional sales methods. The word “unconscious” has become the motto and content of a new direction in advertising. Experiments with subthreshold effects have become widespread. For example, in one of the cinemas during the demonstration of the film, an advertisement for ice cream appeared on the screen. The flashes were very short, but long enough to be noticed. Dr. Lichter began researching ice cream and came to the conclusion that it should be shown on advertising not in the form of neatly laid out bags, but in abundant portions on plates or in vases, because here the consumer can drown his mouth in the coveted sweetness. As a result, the sale of ice cream has increased sharply.

First, the product must be subconsciously attractive;

And, secondly, the basis of the attractiveness of a product is sexuality in a broad sense.

One of the main motives of advertising was the identification of goods and services with subconscious sexual motives and preferences. Products were often made attractive by nude or semi-nude. McMarra established that fountain pens are a symbol of the male body, and Dichter - that a car is a symbol of a mistress. Nielson observed wrestling fans and concluded that there were twice as many women as men, and that they had strong sadistic and masochistic experiences. Advertising widely refers to subconscious motives in postpsychoanalytic concepts, for example, in the transactional analysis of this division of the personality into three parts - the inner child, the adult, the parents. A huge number of commercials are constructed precisely from the standpoint of transactional analysis. For example, one of the functions of the inner Child is to have fun. Consequently, recreational and recreational gambling for adults has been successfully advertised with the participation of a “hot child”. The connection “the inner part of the personality - the external actual (that is, the real) designation” suggests itself. This is how all popular plots on TV - advertisements are made.

Psychoanalysis played a role in pointing out such an important form of advertising as an appeal to the experiences of childhood. These experiences have been especially vigorously exploited and are still being exploited in advertising food, cigarettes, and chewing gum. As you know, the oral cavity is a zone of pleasure. If a nursing child finds comfort and pleasure in the mother's breast, then adults - in food, smoking, sucking. Smoking thick cigars reproduces thumb sucking, smoking long cigarettes reproduces nail biting. Smoking tobacco and chewing gum relieves stress, soothes. The cigarette itself is already in hand - this is the beginning of the habitually repeated sedative procedure.

In addition to the main channel of the advertising message carrying the text, there may be another channel of influence on the psyche of the consumer. This is the so-called “collective unconscious”, which controls the communication and behavior of all participants in the advertising interaction, but the fact of programming in some cases is not realized by either the advertiser, or the consumer, or even the advertising manufacturer. In the middle of our century, the desire of many people to unite in various kinds of groups became apparent. Such attraction to collectives was strongly encouraged from above, by those in power, because it is easier to manage a group than unorganized people. In this regard, sociologist David Risman made an analysis of the popular children's story "Motor Toodle", which dealt with a young motor Toodle, who was trained to follow the red signal and not leave the road, which he most wanted. Riesman saw in this story a prototype of the system of raising children in the spirit of submission. This kind of mass influence received a peculiar reflection in television, where now there are, for example, in a canned form (recorded on records), many variants of laughter, from quiet to thunderous. And they do not use it during TV shows, on the basis that no one likes to laugh alone. Psychologists are well aware that mindless striving to achieve a goal does not always help to achieve it.

Our consciousness is programmed laterally, that is, indirectly, indirectly (lateral - lateral, transverse, horizontal, side, secondary, located aside). A person pays attention to anything, but not to the properties of the thing that he has acquired. As a matter of fact, these properties are not realized. They are implied. This mechanism is widely used both in the practice of ideological influence and in the practice of advertising influence. This is what is called the mechanism of lateral programming of the psyche.

Lateral programming of the psyche is a method of manipulating the consciousness of another person and it finds the widest application in advertising.

1.2.2. Hypnotic Approach

In hypnotic approaches, the results of research have been widely used, the surge of which took place in the United States after the Second World War, when an interest in the manipulation of consciousness, especially in the field of advertising, was clearly indicated.

It is not hard to see symptoms of hypnotic trance in buying behavior. A natural conclusion was drawn: advertising should provoke:

Trance induction at the sight of a product;

Making impulse purchases.

Suggestion or suggestion is the process of influencing the human psyche, associated with a decrease in consciousness and criticality in the perception of the suggested content, which does not require any detailed personal analysis or assessment.

Suggestion is carried out with the aim of creating certain states or impulses for certain actions. The essence of suggestion consists in influencing the feelings of a person, and through them - on his will and mind. The strength of the impact largely depends on the clarity, accessibility and consistency of information, as well as on the authority of the suggestor. The effect is especially strong when the suggested is generally consistent with the needs and interests of the suggested. But different people have a different degree of suggestibility, a level of susceptibility to suggestion, a subjective readiness to experience an inspiring influence and obey it.

Psychologists argue that suggestibility depends on a number of factors, which include:

Uncertainty;

Timidity;

Low self-esteem;

Impressionability;

Weakness of logical analysis.

Among the situational factors of suggestibility:

Some mental conditions: stress, illness, fatigue;

Low level of awareness, competence;

High degree of significance;

Uncertainty.

“Methods for Gaining Consent” is the title of a book - a guide to the psychology of exposure. It has a number of articles, and its editor Edward L. Bernays writes that "it spends much more millions to create favorable attitudes towards goods than to create favorable attitudes towards companies producing those goods."

Concreteness and imagery of keywords. The use of words, the meaning of which is specific, the content of which is easy to imagine, significantly increases the effect of suggestion. But abstract concepts sharply reduce the power of suggestion.

Concreteness and imagery of qualities. Saying the word "apple" can hardly enrich anyone's experience. Qualitative characteristics are quite another matter: juicy, ripe, ruddy, sweet, tender or green, small, hard, sour, wormy. The difference is noticeable even to imagined taste sensations.

Avoiding negative "no" and "no" particles. The human psyche resists them, alarming, raising doubts. It's one thing in drug advertising to say "You won't get sick!" and a completely different "It will heal you!"

Speech dynamics. One of the strongest suggestions. The main techniques of speech dynamics are able to increase the suggestion of speech:

Wealth of intonations;

High speech rate;

Timbre of speech.

Effects of sound combinations. The ability to purposefully influence a person, his emotions with the help of certain words and phrases has been known since antiquity. Some of them are capable of evoking not only certain emotions, but also subconsciously perceived as some kind of images.

There are many techniques of inducing a trance state used in advertising: showing trance behavior, showing a ready-made behavioral model of how to respond to a suggestion. Then, in the advertising film, they show or in the advertising text describe the trance behavior of one or more characters when they meet the advertised product, thereby a projection is made that real people, buying this particular product, will briefly temporarily plunge into a trance.

Any other technique of trance induction can become the basis of the advertising plot. Let's say it can be used, and advertising gives a lot of examples, induction of a trance, causing age regression. Specific advertising products play up the behavior of schoolchildren and young students, the relationship between grandmothers and grandchildren.

Natural trance states used in film plots through showing the state after waking up (usually used in advertising for coffee and bedroom furniture) and the state before falling asleep; in the series “resting by the water” (fishing, beach) - the characters look at the water surface showing a tedious journey in a car, in a bus; showing characters absentmindedly contemplating pictures of nature, looking at the sky and clouds on it. Verbal descriptions: “comfort, coziness, peace, relaxation”.

Induction of trance through the overload of consciousness is achieved in the plots of the films through the display of two simultaneously speaking characters, the rapid and chaotic alternation of the picture in the frame and in combination with fast speech.

Breaking the template how the hypnotic technique is carried out in films with scenes of tense situations, which are unexpectedly pleasantly resolved with the participation of the advertised product; showing situations in which a character is suddenly "grabbed by the sleeve" and explain to him the advantages of the advertised product.

Technique of complete uncertainty and unpredictability takes place in plots when the viewer does not know what exactly is being advertised until the last moment. His state at this moment is very close to the state of trance. The comprehensible instruction received against such a background of expectation, built into the advertising mechanism, is perceived with gratitude.

Inducing a trance through artificial and non-existent words facilitated by the fact that the names of many new products are artificial words. The advertising text is abundantly seeded with a non-existent word: each new sentence of the text begins with this word - and the effect is guaranteed.

Very effective in advertising dispersion technique- highlighting keywords in an advertising message. Here's a simple example of an "erotic phone" ad. The title of the text message contains the phrase “DO NOT TELL ANYONE ABOUT IT”. Comments are superfluous.

A good way to increase the suggestiveness of speech, acting both in the structure of trance induction techniques, and independently, is perseveration, that is, multiple repetition of the same messages in one or more media.

1.2.3. Ericksonian hypnosis techniques in advertising and

neurolinguistic programming

The essence of Ericksonian hypnosis is that in it they practically do not give direct orders, they just comment on something, ask about something, and consult with a communication partner. At the same time, all the speech strategies used make it possible to obtain a result (the order is being executed) and not to receive conscious resistance to the order. This is especially important when you have to deal with people who have mastered the technique of resisting direct orders. Over time, many people develop resistance to suggestive influences, immunity to direct commands. There are techniques to neutralize this ability to resist suggestion. Among them:

Truism (common knowledge, hackneyed truth). It can also be an overgeneralized statement. As a psychotechnique, it is a hypnotic command substitute.

Team: Buy!

Truism: Everyone loves to buy.

People love to buy.

People can buy.

The illusion of choice. As part of this strategy, the client is asked to choose between what the seller needs and what the seller needs. Example: A street poster shows two huge packs of cigarettes of the same type. On one the name is written in red on white, on the other - white on red. Below - a laconic large inscription: "Choose".

Assumptions. In this psychotechnique, the required command is presented as a preliminary action or condition for the performance of some other action, less significant than the required command, and easily amenable to conscious control.

The command hidden in the question. This strategy is very widely used in everyday life. Usually, instead of directly asking someone to do something specific, people ask the other if they are capable of fulfilling the request. In this case, the latter usually execute the command instead of giving a specific answer to the question asked.

The use of opposites is the use of the phrase "what ... - that ...". This technique utilizes the client's resistance to suggestion by artificially tying the hypnotic command to the client's observed behavior. Here it is important to monitor strict adherence to a certain sequence of utterances and grammatical tense for them.

Full choice, that is, the provision of all choices. If in the strategy of illusion of choice the advertiser artificially limits the number of choices for the advertising consumer, then in the strategy of full choice in the advertising message all possible options for the customer's behavior are listed with the peculiarity that the desired and undesirable choice for the advertiser is presented as desirable and undesirable for the customer. The full selection strategy is believed to work well when used non-verbal means communications.

Neuro-linguistic programming

The first and most important discovery in NLP is that there is nothing in human experience other than sights, sounds, and sensations. And each person has their own own way creating a “map” of reality: in pictures, sounds or feelings and sensations.

Each of us has our own idea of ​​reality. And our idea of ​​the world in which we live is significantly different from the world itself, as a geographical map of a territory differs from the territory itself.

The real world of each person is actually only a special case.

There are three types of perception of reality.

The first type is visual, visual. A person of the visual type perceives and organizes his experience and thinking mainly with the help of visual images. It is better for him to “see once than hear a hundred times”. In his vocabulary, words of the visual range are presented, these are nouns, verbs, adverbs and adjectives, which, as it were, describe the picture of what he saw.

The second type is auditory, auditory. He represents and describes the world in auditory, auditory images. In vocabulary, this is represented by a corresponding set of words. For example, a dull question, a flashy idea, a dumb hint.

The third type is kinesthetic, that is, perceiving and evaluating the world primarily with the help of sensations and feelings. It has its own vocabulary: a hard or easy question, a powerful idea, a tough hint.

Attempts to use all three representational systems are becoming more common in advertising. For example, in the ad for Hershey’s chocolate: “Waffles, chocolate, and you will feel the spirit of America. Peanuts, caramel, and you will see what America looks like. Coconuts, almonds, and you will hear the sounds of America. ” From the point of view of NLP, all three systems of perception must be used in the advertising message.

Double impact of the word... One must take into account psychological feature person. The brain perceives words in two ways:

Rational and logical;

And emotionally imaginative. Many words carry a latent evaluative emotional component: “good” or “bad”. At the same time, they evoke certain associative visual, auditory and sensually perceptible images. By manipulating words, you can form a person's unconscious positive or negative attitude towards something. These are the words "rejection" and the words "invitations." Their correct use significantly increases the impact of advertising on the consumer.

Thinking habits, like any other habit, are not clearly understood by a person, and therefore meta-programs operate autonomously. In essence, meta - programs are something other than the usual censors that people apply to everything they see, hear, or feel in the world around them. These censors, as it were, select only that information that will be admitted into the consciousness of the individual. What does not correspond to the meta - program is not realized, is not captured by his attention. Consequently, because of these censors, people, without realizing and noticing it, exist in a rather limited space.

One of the meta - programs is the program of striving "To" something and "From" something. Striving “For” something is the motivation for achieving success, striving “From” for something is the motivation for avoiding failure.

Another meta - program is the opportunity - action program. People of “opportunity” are guided by the options, the newness that opens up before them when they purchase goods or services. They prefer to experiment, try everything new. People of “action” prefer order, clarity, and certainty in actions. They don't experiment with what works well. In the product they are interested in clear, understandable instructions for use, simplicity and safety when using the product. Advertising that takes these characteristics into account will advertise the same product in different ways. Both of these meta - programs are actively used in advertising practice.

People have become so skeptical about advertising that no psychological attack seems to work on them anymore. People do not allow themselves to be convinced and in every setting they use the opportunity to choose. And if a person knows what will happen next, he does not allow himself to be seriously processed. Clyde Miller wrote in The Persuasion Process: “When we learn to recognize the intentions of these actors trying to persuade us, we develop a“ recognition reflex ”. Such a reflex can protect us not only from the petty cheating of the psychological influencers who run our daily lives, but also from the false suggestions of powerful leaders. ”

Thus:

1. Activation of cognitive needs is a powerful psychological factor that is used in advertising.

2. Advertising addresses not only the rational sphere of consciousness, that is, to the mind, but also the emotional sphere - to human feelings. Rational and emotional perception are inseparable from each other due to the very nature of knowledge and the characteristics of the human psyche.

4. Lateral programming of the psyche is a method of manipulating the consciousness of another person and it finds the widest application in advertising.

Chapter 2 Experimental Mental Research

2.1. Base. Research methodology and methods.

Base. Research of perfumery products advertised on TV, was carried out on the basis of the cosmetic department of the store " Golden Rose»The city of Tayshet. The advertised products were displayed at three stands. Nearby there were stands on which perfumery products were also located, but which were not advertised on television. The stands were about the same design. The study involved women of different ages: women from 18 to 50 years old. They participated in all of our research procedures.

Research methods . My research work we carried out using an observation procedure, a ranking procedure and the obtained data were confirmed by a survey method.

1. Observation procedure: it is used in the study of the impact on consumers of certain 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 analyzed. Scheme:

in direct communication with a certain

1. Lingering at the shop window.

2. Goes to the store.

3. Comes to the stand.

5. Asks to show.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Doesn't pay attention.

This scheme is used to observe consumer behavior in the process of direct communication with a specific advertising medium. The actions and reactions of consumers shown on the right side of the scheme are classified according to it. In the upper part of the diagram, active actions and emotional reactions are presented that help to attract attention and induce certain actions of consumers, and in the lower part of the diagram, passive actions and emotional reactions that do not cause consumers to take actions. The scheme includes twelve types of observed behavior, half of which are positive in the above sense of the word, half are negative.

A psychologist using this scheme records every action of consumers (movement, utterance, reactions) in the process of observation and assigns it to one of the categories listed on the diagram. At the end of the observation, the number of actions of each type as a whole is counted. On this basis, conclusions are drawn about the effect of advertising on consumer behavior, as well as the results of observation, to determine the degree of attraction of buyers' attention to advertising, were processed using the following formula *:

where B is the degree of attracting the attention of consumers;

О - the number of people who paid attention to the stand with the advertised products during a certain period(January - March 2002);

P is the total number of people who walked past the stands in the same period.

The observation method allows you to evaluate the psychological impact of advertising in natural conditions, in direct communication of the consumer with a certain advertising medium

2. Ranking procedure:

We carried out the next procedure of our research using ranking list of commercials according to the degree of attractiveness and preference.

Ranking is one of the many modifications of the scaling techniques.

The instructions say:

Then exactly the same list was offered, from which it was necessary to select the product that the subject himself uses. We used this step in order to be able to visually assess whether there is an assumption that advertising can control human behavior. The answers of the subjects were entered into a special form. The processing of the results consisted in comparing the responses between the subjects and the distribution of commercials by attractiveness and preference ranks.

3. Polling method:

This method belongs to the active methods of determining the psychological impact of advertising. This method is laborious, but much more reliable than others, since it allows you to reveal directly from the buyer himself his attitude not only to the advertising medium as a whole, but also to individual constituent elements this tool. 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 attitude of consumers to advertising and the effectiveness of a particular advertising medium, we have compiled a questionnaire (see Appendix 4).

By means of a survey, we tried to establish which advertising medium (poster, advertising film, ad, display of goods) has the greatest influence on the buyer when purchasing a specific product.

In general, conducting a survey requires a significant investment of time and the involvement of a large number of people in this work. At the same time, the results obtained cannot be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the product under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can cause them to be wary. Therefore, it is more advisable 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.

2.2. Analysis of research results.

1. The data obtained by observation are presented in the form of a table:

Table 1

Data characterizing the actions and reactions of consumers in direct communication with an advertising medium

The table shows that certain advertising media encourage consumers to take action and positive emotional reactions (150 people linger at the window, 350 people enter the store, 250 people are interested in this product, 150 people buy), contributing to attracting attention and encourage consumers to take certain actions. As a result of the observation, it turned out that the advertised products caused more positive actions than negative ones, since they do not pay attention to the advertised product - 100 people, but 150 people linger at the window, 140 people walk by the store, and 350 people enter, pass past the stand - 130 people, and approach the stand - 225, show indifference - 120 people, and are interested in this product - 250 people, leave the store - 150 people, and ask to show the advertised products - 200, do not buy anything - 200 people, while while buying - 150.

During the observation, the stands of the following companies were used: L'Oreal, Mascara, Ruby Rose. The number of people who walked past the showcase during the established period was 350 people, of which 72 people drew attention to the Ruby Rose showcase, 125 people to the Mascara showcase, 153 people preferred the L'Oreal stand.

By assessing the effectiveness of individual advertising media, it is possible to establish whether this means achieves its goal: whether the advertised product attracts the attention of consumers.

Using the formula, we determine the degree of attraction of buyers' attention to the advertising of companies:

Mascara:

Ruby Rose:

The analysis of the obtained results showed that the stand of L'Oreal attracts the attention of a larger number of consumers (0.43%), the stand with Mascara products attracts less attention (0.35%), and the stand of Ruby Rose attracts even less attention (0.20%). Thus, this technique allows you to analyze the psychological effectiveness of advertising by evaluating the processed information by consumers. Attracting more attention to a particular stand indicates that advertising attracts attention, evokes positive emotions, facilitates understanding as much as possible, and encourages certain actions: either arouses interest or encourages a purchase.

Processing the results of the procedure ranking... The primary data obtained during the ranking procedure are presented in the form of a list of ranks of commercials according to the degree of attractiveness and preference.

The analysis of the data obtained at the first stage is carried out according to the group profile of assigning ranks according to the attractiveness of commercials, and the data of the group profile are as follows:

Rank 26 - Nescafe coffee, Klinskoe beer

Rank 25 - washing powder"Ariel"

24 rank - "Maggi" bouillon cubes

23rd rank - lipstick "Bourgeois"

21 rank - mayonnaise "Calve"

Rank 20 - washing powder "Myth"

19 rank - vegetable oil "Gold"

17 rank - margarine "Pyshka"

16 rank - "Blend a Med" toothpaste

15 rank - "Prilgel" dishwashing liquid

Rank 14 - Colgate toothpaste

Rank 13 - bouillon cubes "Galina Blanca"

12 rank - tampons "O.bi"

11 rank - sanitary napkins "Olweiss"

Rank 10 - "favorite garden" juice

8 rank - Delmi margarine

7 rank - diapers

6 rank - "Fat Man" beer, "Loreal" lipstick

5 rank - mayonnaise "My family", juice "I"

4 rank - vegetable oil "Oleina"

3rd rank - coffee "Milagro Aroma"

2nd rank - "Secret" deodorant

1st rank - "Fairy" dishwashing liquid

From the list obtained, one can trace and make an assumption that the ranks were assigned according to the principle of novelty, unusualness, uniqueness of the advertising video, as well as the ranks were assigned in accordance with a person's needs, motives, motives and mood at the time of ranking.

The next task of our study was to graphically display and analyze the results obtained. To do this, we summarize all the data obtained in table No. 2 "Data characterizing the frequency of selection of certain products" (see Appendix 2). From which you can see which ad has the most selections.

Then, in table number 3, we enter the frequency of selection, converted into percentages:

Table 3

Data characterizing the frequency of selection of a certain

products converted to percent

The table shows that a larger percentage of choices (11.1%) are made by older subjects, and their choice falls on the "Fairy" dishwashing detergent, i.e. for products that are used for domestic purposes, a smaller percentage (9.4%) are made by young subjects and their choice falls on perfumery products- Loreal lipstick.

The data obtained during the ranking procedure are presented in the form of a diagram "Primary diagram of the results of the study of the sample", according to which we can visually see and analyze the results of the study:

Sample Study Results Chart.

The diagram shows that older women mark those advertised products that have already been tested by experience and which are used for domestic purposes, which gives us reason to believe that older women already have a more conscious attitude towards advertising. Using your personal experience, they buy the advertised product that suits their needs, and younger women are in the search stage, so the results show that they have not yet formed a definite opinion about this or that advertised product. This is due to the fact that different people, at different ages, also have a different degree of suggestibility, a level of susceptibility to suggestion, a subjective readiness to experience an inspiring influence and obey it.

Psychologists argue that suggestibility depends on a number of factors, which include: uncertainty, shyness, low self-esteem, impressionability, weakness of logical analysis.

Suggestion is carried out with the aim of creating certain states or impulses for certain actions.

The analysis of the results of this study showed that advertising messages perform the function of an admonishing influence on a person in order to induce him to purchase certain advertised goods. Combining its informational content with persuasiveness and suggestion, it has an emotional and mental effect on a person (the product is noticed, purchased, used in everyday life, used for personal purposes) This is achieved in advertising with the help of: music, plot, colors demonstrating healthy way life, cartoon construction of a commercial. There were also noted commercials that are not perceived due to: frank demonstration, frequent broadcasting, from the experience that the product did not meet expectations, some videos even cause not only irritation but also disgust.

Then, in order to confirm the obtained data, we conducted a survey, with the help of which we found out what attracts this or that video, and in general the attitude of consumers to advertising.

The survey was conducted using a questionnaire. The survey involved 100 people. Our survey shows that there is widespread distrust of advertising among consumers.

Of the total number of respondents, they believe that:

Provides reliable information

Analysis of the survey showed that advertising evokes a wide range of feelings and attitudes from consumers, both positive and negative. The positives include the fact that it can awaken the imagination, arouse interest, be remembered for a long time, awaken a sense of humor, attract, entertain, touch, impress and just be liked. The negative one should include the fact that advertising can be boring, uninteresting, aimless, stupid, too assertive, worn out, deceitful. For many, advertising is even annoying, especially if it is given "in the load", for example, for your favorite TV series or news program. Women are particularly reluctant to advertise their personal hygiene products. Advertising of a well-known product is perceived rather hostilely.

Based on the research conducted, it can be concluded that advertising exploits the trust of a person, his misconceptions, plays on envy, greed, and hatred of people. Although people are skeptical about advertising, living conditions still push consumers to buy the advertised product. Young mothers complain that their children, like hypnotized ones, run, crawl, turn their little heads to the sounds of advertising, and nothing interests them anymore at this moment. And this can be explained by the fact that advertising once entered our life as something unpleasant, intrusive, new, and everything new among Russian people is first rejected and then accepted anyway. As the people say: "A Russian person will get used to everything"

Now people have become so skeptical about advertising that it seems that no psychological attack will be able to work on them. People do not allow themselves to be convinced and in every setting they use the opportunity to choose. And if a person knows what will happen next, he will not allow himself to be seriously processed.

Clyde Miller wrote in his book The Persuasion Process:

“When we learn to recognize the intentions of these actors trying to persuade us, we develop a“ recognition reflex ”. Such a reflex can protect us not only from the petty cheating of the specialists in psychological influence who run the affairs of our daily life, but also from the false suggestions of the leaders vested with power ”, but only one rational defense against psychomanipulators does not solve the problem.

It seems to me that the most serious offense of psychomanipulators should be considered their intrusion into the secrets of our consciousness, and we must protect these secrets. Any advertisement is, of course, a manipulation of the consumer's consciousness and unconsciousness. Advertising producers know which buttons they should press in order to evoke this or that reaction, and shamelessly take advantage of this in their own selfish, of course, interests.

The consumer, in order to protect himself from unfair advertising, needs to remain vigilant.

In this regard, serious psychological and marketing research in the field of advertising is needed, which will use the correct path to the perception of advertising by consumers, corresponding to the historical mentality, traditions, since people are used to trusting the media and various other sources of information.

Model of the program "The psychological impact of advertising on a person"

The psychology of advertising is one of the most relevant areas in modern society... The means of advertising used in modern conditions are diverse, many of them are technically very perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and psychological impact on people.

In this regard, research is needed in the field of advertising: research on the nature of the impact of advertising media. Study of the positive and negative effects on the human psyche.

Therefore, we conducted research to determine the effectiveness of the psychological impact of advertising on the consumer.

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

Observation procedure This method is used in the study of the impact on consumers of individual advertising means, this method is passive, since the observer does not influence the buyer in any way, but, on the contrary, conducts observations imperceptibly for him. According to a previously developed scheme, the observer registers the received data, which are then analyzed. Scheme:

in direct communication with a certain

1. Lingering at the shop window.

2. Goes to the store.

3. Comes to the stand.

4. Interested in this product.

5. Asks to show.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Doesn't pay attention.

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.

The next stage of the study is carried out using the procedure ranking.

Taking the “Ranking” technique as a basis, a study is carried out, with the help of which it is possible to determine the severity of the impact on a person of various advertising means used. The group is offered a form with instructions, the instructions say:

Then, exactly the same list is offered, from which one should choose the product that the subject himself uses. We used this step in order to be able to visually assess whether there is an assumption that advertising can control human behavior. We enter the answers of the subjects into a special form. The processing of the results consists in comparing the answers between the subjects and the distribution of commercials according to the ranks of attractiveness and preference.

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

To determine the effectiveness of this or that advertising medium, we have compiled a questionnaire (see Appendix 2)

In general, conducting a survey requires a significant investment of time and the involvement of a large number of people in this work. At the same time, the results obtained cannot be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the product under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can cause them to be wary. Therefore, it is more advisable 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.

Conclusion

Over its long history, advertising has evolved qualitatively. She went from informing to exhortation, from exhortation to developing a conditioned reflex, from developing a conditioned reflex to subconscious suggestion, from subconscious suggestion to projecting a symbolic image.

Advertising consistently sought, first, a conscious, deliberate perception of the advertising image by the buyer, then the automatic purchase. Now advertising requires consent from the buyer, albeit unconscious, and, nevertheless, real.

The purpose of this work was to identify the impact on behavior, attitudes, and consumer acceptance of influencing television advertising media.

This goal required solving the following tasks:

Track whether there is an assumption that advertising can control human behavior;

Analysis of research results showed that in the processes of processing advertising information, a person's attitude to an advertising message, his emotions and feelings, for example, feelings of pleasure, self-esteem, envy, his understanding and acceptance into consciousness, or, on the contrary, rejection of the perceived and understood, but not divided content not accepted by the consumer.

Thus, the hypothesis put forward by us that advertising of influence on the conscious and unconscious level of human mental activity has been confirmed.

Bibliography

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9. Gurevich P.S. The Adventures of Image: Typology of the TV Image and Paradoxes of its Perception. - M. 1991.

16. Kotler F. Fundamentals of Marketing. - M. 1990.

17. Kritsotakis Ya.G. Trade exhibitions and fairs. Technique of participation and communication. - M. 1997.

19. Lebedev A.N. Features of the psychological impact in Russian advertising. - M. 1995.

23. Pankratov F.G., Bazhenov Yu.K., Seregina T.K., Shakhurin V.G. Advertising activity. - M. 2000.

24. Rafel M., Rafel N. How to win a client / Per. from English - SPb. 1996.

26. Reitinbarg A. Abstract on the book by Bens Packard "Hidden exhortations: psychoanalysis in advertising." - M. 1968.

27. Ryabinsky L.S. the behavior of buyers in a market economy. - M. 1991.

28. Scott J. Learn to effectively sell and manage sales. - Kiev. 1992.

29. Modern marketing/ V.E. Khrutsky, I.V. Korneeva, V.E. Autukhova. - M. 1991.

30. Sandidis Ch., Freiburger V., Rotzoll K. Advertising: theory and practice. - M. 1986.

33. Scientists V.V., Old N.v. History, childhood and adolescence of advertising. - M. 1994.

36. Hopkins T. The Art of Trading. - SPb. 1996.

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38. Chandezon J.E, Lancester A. Sales Methods / Per. with fr. - M. 1993

Annex 1

attractiveness and preferences

Appendix 2

table 2

Frequency of selection data

certain products

Appendix 3

Methodology "Ranking"

You are offered 26 titles of commercials, which must be ranked in descending order according to the degree of attractiveness when watching them on television, and also indicate what attracts this or that video. In the second column, select the product that you are using.

1 NESCAFE COFFEE 1 NESCAFE COFFEE

2 COFFEE "MILAGRO AROMA" 2 COFFEE "MILAGRO AROMA"

3 VEGETABLE OIL “ZLATO” 3 VEGETABLE OIL “ZLATO”

4 OLEINA VEGETABLE OIL 4 OLEINA VEGETABLE OIL

7 PUMPERS 7 PUMPERS

8 BEER "TOLSTYAK" 8 BEER "TOLSTYAK"

9 BEER "KLINSKOE" 9 BEER "KLINSKOE"

10 DETERGENT POWDER "ARIEL" 10 DETERGENT POWDER "ARIEL"

11 WASHING POWDER "MYTH" 11 WASHING POWDER "MYTH"

12 "MAGGIE" BULM CUBES 12 "MAGGIE" BULM CUBES

13 BULLON CUBES "GALINA BLANKA" 13 BULLON CUBES "GALINA BLANKA"

14 MARGARINE "PYSHKA" 14 MARGARINE "PYSHKA"

15 MARGARINE "DELMI" 15 MARGARINE "DELMI"

16 "OLWACE" HYGIENE PADS 16 "OLWACE" HYGIENE PADS

17 TAMPONS "OBI" 17 TAMPONS "OBI"

18 MEDIUM FOR DISHWASHING “FAIRY” 18 MED-IN FOR DISCHARGE “FAIRY”

19 PRILGEL DISHWASHER 19 PRILGEL DISHWASHER

20 BLEND A HONEY TOOTHPASTE 20 BLEND A HONEY TOOTHPASTE

21 COGATE TOOTHPASTE 21 COGATE TOOTHPASTE

22 SOK "I" 22 SOK "I"

23 LUBIMY SAD JUICE 23 LUBIMY SAD JUICE

24 LIPSTICK "BOURGEOIS" 24 LIPSTICK "BOURGEOIS"

25 LOREAL LIPSTICK 25 LOREAL LIPSTICK

26 DEODORANT "SECRET" 26 DEODORANT "SECRET"

Appendix 4

Questionnaire

2. Age;

3. Education;

4. Profession;

a) with confidence;

b) with antipathy;

c) with indifference.

d) your own answer.

6. Do you think there is a need for advertising at all?

11. How do you know when a new product is available:

a) from friends;

b) from advertisements on radio, newspaper, TV;

c) seen in a shop window;

d) in the process of inspecting the goods in the store;

e) from a TV show.

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

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, as the observer leads to the buyer.

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

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

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

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

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

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

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

In order to be successful, effective operation for advertising a product, a clear and clear idea of ​​it is required. Therefore, we give brief description groups of complex technical goods.

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

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

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

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

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

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

complex technical goods at a trade enterprise

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

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

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

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

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

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

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

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

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.pretesting (may show approximate results advertising company; necessarily 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

Sociological research data make it possible to determine what respondents think about 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 differ increased efficiency since they reveal the reasons hidden in the subconscious of people, these approaches are individualized, which clarifies the output; after all, what one person likes can cause a negative reaction from another.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

communication.

There are the following types of advertising: informative, exhortatory, comparative, reminiscent. For potential clients that specialize in the use of certain types of 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 purpose of advertising is to 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 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. An observer, for example, notes which stand of a fair or sales exhibition attracts the most attention of buyers, how long pedestrians stay at a particular showcase, how many people enter the store after getting to know the showcase, which product on the showcase attracts more interest and what demand it is in demand ...
The observation method makes it possible to assess the psychological impact of advertising in natural conditions, in direct communication of the consumer with a certain advertising medium.
Evaluating the effectiveness of individual advertising media, first of all, it is determined whether this means achieves its goal. So, to determine the degree of attraction of buyers' attention to outdoor advertising (showcase), you can use the following formula:

where B is the degree to which the attention of passers-by is attracted; О - the number of people who paid attention to outdoor advertising(showcase) for 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 controllers-cashiers.
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 in periodicals noticed and whether the text of this ad was convincing and interesting enough. 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 to reveal directly from the buyer himself his attitude not only to the advertising medium as a whole, but also to the individual constituent elements of this medium. Using the survey method, you can assess the impact of an advertising medium on buyers and establish which elements of its design attract the most attention and are better remembered.
To determine the effectiveness of an advertising medium, questionnaires are drawn up, which, according to a pre-developed program, are brought to the attention of consumers in writing, in personal conversations, on radio or television. The analysis of the received answers allows making 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 advisable 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 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 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.
Efficiency promotional event or an individual advertising medium can be expressed by the number of consumers covered by the advertisement, as well as the value of the cost 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 (this number depends mainly on the circulation of the newspaper), or the size of the cost of the ad per one reader.
The more readers the ad reaches, the lower the cost per person will be.
Data on the effectiveness of the psychological impact of advertising make it possible to predict its effectiveness.
To complete the consideration of methods for determining the effectiveness of advertising can be an example from foreign practice. Thus, the advertising agency "Ted Bates and Company" back in the early 1940s, for the first time in the practice of advertising, began to use scientific methods for evaluating the effectiveness of advertising campaigns. One of the founders of the Ted Bates & Company agency was R. Reeves, the author of the theory of the Unique Trade Offer(USP).
In his book Reality in Advertising, he writes:
"Imagine putting the entire population of the United States in two huge rooms. There are people in the same room who don't know your current ad. They don't remember what it is about, they don't remember what they've ever seen, read or heard Find out which of them uses your product.
Let's say that five people out of every hundred people who are unfamiliar with your ad are regular customers (i.e. 5%). Since these 5 people are unfamiliar with your ad, there is no doubt that they chose the product in some other way. Perhaps friends have told them about your product. 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 advertisement. 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.

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

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

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

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

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

• 3. Basic research psychological mechanisms underlying the action of the advertising message. It is on their results that the experience of both consultants of advertising agencies and methodologists of practical research is based.
• 4. Direct participation in the production process of advertising preparation. 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, an advertising agency interested in success needs either each of these specialists separately, or the services of a research organization.

• assessment of the effectiveness of the psychological impact of advertising;
• assessment of the psychological safety of advertising products.
• Psychological effectiveness of advertising impact- 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.