scholarly journals Characteristics of the Target Audience and the Effectiveness of Social Advertising

2021 ◽  
Author(s):  
Elena Vladimirovna Zvonova ◽  
Kamilla Ildarovna Zhdikhanova
Keyword(s):  
Target Audience ◽  
Social Advertising

Addressee Factor in Contract Military Service Advertising: Cognitive and Rhetorical Aspects of the Study of Language Persuasive Means

2020 ◽  
Vol 9 (6) ◽  
pp. 67-73
Author(s):  
O. Pronicheva ◽  
I. Pankova
Keyword(s):  
Military Service ◽  
Armed Forces ◽  
Target Audience ◽  
Institutional Discourse ◽  
Public Mind ◽  
The Public ◽  
Advertising Message ◽  
Social Advertising ◽  
Service Advertising

A cognitive-rhetorical approach to the study of persuasive techniques and means in texts of contract military service advertising is represented in the article. The article demonstrates that social advertising is a necessary form of army institutional discourse and is in search of means of persuasion, with the help of which it is possible to attract more people who want to join the ranks of the armed forces. The addressee of the advertising message becomes the most important component of the situation, while the code becomes the text focused on satisfying presuppositions, intentional expectations of the addressee. The connection of cognitive and rhetorical aspects allows us to demonstrate the possibility of the influence of the used language tools on the addressee in order to create opinions and preferences among the target audience groups that, in turn, contributes to the formation of a stable reputation of the institute in the public mind.

Social advertising: designing effective interaction with the target audience

2017 ◽  
Author(s):  
Sergey Kalmykov ◽  
Nikolay Pashin
Keyword(s):  
Quality Assurance ◽  
Effective Interaction ◽  
Correlation Coefficients ◽  
Target Audience ◽  
Behavioral Reactions ◽  
Demographic Groups ◽  
Interaction Factors ◽  
Efficiency Factors ◽  
Social Advertising

The monograph analyzes the possibility of managing the process of socio-advertising influence on socio-demographic groups. The developed methodological bases with the use of the multivariate paradigmatic status of sociological knowledge allowed us to form: principles of designing social advertising interaction, factors of efficiency (quality) of social advertising, a system of sociological quality assurance of social advertising. Insufficiently studied problems of efficiency and quality of social advertising are investigated. The coefficients of the importance of its efficiency factors (quality) are established. Stable interrelations of social advertising influence at the level of revealed correlation coefficients of behavioral reactions of various categories of target audience with their characteristics are proved. The results obtained are summarized in the developed model of behavior of the target audience on the basis of social advertising interaction, and the content modules of the mechanism of controllability of the specified process are proposed.

scholarly journals Social Advertising: Why There Is No Mass Character And Regularity?

2017 ◽  
Vol 6 (3) ◽  
pp. 58-64 ◽  
Author(s):  
Калмыков ◽  
S. Kalmykov ◽  
Савельева ◽  
Olga Saveleva
Keyword(s):  
Target Audience ◽  
Full Time ◽  
Advertising Research ◽  
Research Results ◽  
Foreign Experience ◽  
Methodological Basis ◽  
Social Sphere ◽  
The Social ◽  
Social Advertising ◽  
Advertising Activity

In this article causes stopping the social advertising development are analyzed. Specific-historical, financial, scientific and national aspects are explored. Social advertising theoretical-methodological basis development, sociological researches results reliability provision and social advertising research results supplied contents expansion offers are created. Specifics of its effect on target audience is showed and paid attention to commercialization tendency. Social advertising sphere development structural decision based on domestic and foreign experience analysis is formulated. Social advertising practice national-public variant (full time) structuring realization features, its main directions, universal offer for projects accompaniment of social advertising in various actual directions of social sphere are considered. Relationship predictable character and federal and regional levels social advertising activity creative functions contents are formulated.

scholarly journals Assessing the Emotional Response in Social Communication: The Role of Neuromarketing

2021 ◽  
Vol 12 ◽  
Author(s):  
Margherita Zito ◽  
Alessandro Fici ◽  
Marco Bilucaglia ◽  
Francesco S. Ambrogetti ◽  
Vincenzo Russo
Keyword(s):  
Emotional Response ◽  
Exchange Process ◽  
Target Audience ◽  
Added Value ◽  
Eye Tracker ◽  
Non Profit ◽  
The Social ◽  
Cognitive Involvement ◽  
Social Advertising ◽  
The Moment

Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society. The challenge for social marketing is to respond to the exchange process in a social perspective, considering that non-profit actions are perceived as intangible since they deal with services. As donations, the neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents. Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience. The aim of the study is to assess the effectiveness of the Unicef bequest campaign in terms of emotional response, comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area. The experiment involved 70 participants (35 males; 35 females; mean age 68.94 years) and compared two different spots and flyers. The progeny factor was introduced to assess the different impacts of bequests depending on the presence or absence of potential heirs. The neuromarketing tools such as electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes. Analysis of the two spots showed statistically significant differences in both the Approach–Withdrawal Index (AWI), for the cognitive involvement, and the SC, the emotional activation indicator, particularly for those not having children (target audience) and in a specific spot that linked the possibility to live after death. The detection of the emotional responses through neuromarketing tools, associated with the non-profit communication, resulted particularly effective and verified an increment of 35% of the donations. Analyses performed with neuromarketing techniques allowed to understand both emotional intensity and cognitive involvement and to understand the best solution, according to the target audience and the aim of Unicef.

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

2020 ◽  
pp. 90
Author(s):  
O. Bondar
Keyword(s):  
Publishing House ◽  
Target Audience ◽  
Point Of View ◽  
Information Support ◽  
Literary Field ◽  
Non Profit ◽  
Functional Aspects ◽  
The Media ◽  
Literary Prizes ◽  
The Impact

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

KEGIATAN TEMATIK BERLANDASKAN TEKNOPRENEUR KOLABORASI DAN KEMANDIRIAN

2018 ◽  
Vol 1 (02) ◽  
Author(s):  
Anggia Cahyaningtyas
Keyword(s):  
Social Skills ◽  
University Students ◽  
Community Service ◽  
Organic Waste ◽  
Waste Utilization ◽  
Target Audience ◽  
Village Community ◽  
Service Activities ◽  
Service Activity

Kegiatan pengabdian pada masyarakat merupakan salah satu cara supaya mahasiswa Universitas Trilogi memiliki keterampilan bermasyarakat. Khalayak  sasaran  dari  pengabdian  ini  adalah  masyarakat RW 09 di  desa Ciasihan. Kegiatan pengabdian  telah  dilaksanakan  pada  tanggal  11 Agustus-11 September yang  bertempat  di desa Ciasihan Kecamatan Pamijahan Kabupaten Bogor, dengan diikuti oleh seluruh masyarakat RW 09. Dari  hasil  evaluasi  diperoleh  hasil  dan  manfaat  dari  kegiatan  pengabdian  ini diantaranya adalah meningkatkan motivasi masyarakat akan pentingnya koperasi, dan pentingnya akan pemanfaatan sampah organik  menjadi pupuk. Kegiatan pengabdian  ini  berjalan  dengan  lancar,  karena  berbagai  pendukung  terutama  partisipasi peserta yang cukup antusias dan berpartisipasi aktif dalam kegiatan pembentukan koperasi.. Tujuan  kegiatan  pengabdian  kepada  masyarakat  ini,  yang  dilaksanakan melalui kegiatan pembentukan koperasi adalah memotivasi masyarakat akan pentingnya koperasi, dan pentingnya akan pemanfaatan sampah organik  menjadi pupuk. Selain itu, Pengabdian Pada Masyarakat ini merupakan wahana bagi mahasiswa Universitas Trilogi untuk mengabdikan keilmuannya.Kata Kunci: Pembentukan Koperasi, Masyarakat RW 09Community service activities are one way for Trilogy University students to have social skills. The target audience of this service is the community of RW 09 in Ciasihan village. Community service activities were carried out on 11 August-11 September in Ciasihan Village, Pamijahan District, Bogor Regency, followed by all RW 09 people. From the results of the evaluation, the results and benefits of this service were obtained, including increasing community motivation for the importance of cooperatives, and the importance of using organic waste into fertilizer. This service activity went smoothly, due to various supporters, especially the participation of enthusiastic participants and actively participating in cooperative formation activities. The purpose of this community service activity, which was carried out through cooperative formation activities was to motivate the community on the importance of cooperatives, and the importance of waste utilization. organic into fertilizer. In addition, Community Service is a vehicle for Trilogy University students to devote their knowledge.Keywords: Formation of Cooperatives, Community RW 09

Gender aspects of aggressive behaviour in adolescence

2020 ◽  
pp. 45-49
Author(s):  
Dmitriy Ivashinenko ◽  
Elena Burdelova ◽  
Lyubov Ivashinenko
Keyword(s):  
Young People ◽  
Young Women ◽  
Physical Aggression ◽  
Aggressive Behaviour ◽  
Preventive Measures ◽  
Young Men ◽  
Target Audience ◽  
Preventive Work ◽  
Gender Aspects ◽  
High Level

This article presents the results of a study the purpose of which was research of the factors and patterns of aggression in adolescence. Its results are required to find personas, who need preventive work, and features of the system of preventive measures, depending on the structure of the target audience. In 2016 there were 721 respondents who took part in the study, and 1437 in 2019. The method used in this study is the Buss-Durkee test modified by G. V. Rezapkina (BDHI). Results of the study clearly demonstrate that amongst young people there is a high-level spread of severe irritation, especially among young women. Also, the predominance of such components of aggression as negativity and irritation was noted. According to the results, young women more often get irritated than young men, and on the scale of “negativism”, there is no significant differences. Physical aggression was discovered to be more characteristic for young men.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

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