New Approaches to Growing Effectiveness of Advertising Texts in Media

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Alexander N. Nazaykin

PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: info@nazaykin.ru

Section: Advertising and Public Relations

The article surveys different approaches to contemporary mass-media ad copy effectiveness and efficiency. Special attention is paid to term specification and efficiency factor analysis. New methods of enhancing ad impact and effectiveness are suggested.

Keywords: massmedia, advertising, copy, text, style, effectiveness, impact, efficiency factors, check list