Issues in Studying Effectiveness of Advertising 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


Section: Advertising and Public Relations

The article surveys different issues of media ad efficiency research. Special attention is paid to most frequently used techniques of customer motivation studies as well as to various attitudes to research in contemporary ad practice.

Keywords: massmedia, advertising, study, research, effectiveness, impact, efficiency, motivation, psychology, sociology in advertising