Social Advertising Quality: Assessment Criteria
Purpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generaliza...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
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Nauka
2017-04-01
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| Series: | Модернизация, инновация, развитие |
| Subjects: | |
| Online Access: | https://www.mir-nayka.com/jour/article/view/720 |
| _version_ | 1797876969594945536 |
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| author | S. B. Kalmykov F. I. Sharkov |
| author_facet | S. B. Kalmykov F. I. Sharkov |
| author_sort | S. B. Kalmykov |
| collection | DOAJ |
| description | Purpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generalization, to determine the elements of social advertising quality, to establish the factors of its quality, to conduct the systematization of existing criteria and measuring instruments of quality assessment, to form new criteria of social advertising quality, to apply received results for development of criterial assessment to determine the further research perspectives. Methods: the methodology of research of management of social advertising interaction with target audience, which has dynamic procedural character with use of sociological knowledge multivariate paradigmatic status, has been proposed. Results: the primary received results: the multivariate paradigmatic research basis with use of works of famous domestic and foreign scientists in sociology, qualimetry and management spheres; the definitions of social advertising, its quality, sociological quality provision system, target audience behavior model during social advertising interaction are offered; the quality factors with three groups by level of effect on consumer are established; the systematization of existing quality and its measure instruments assessment criteria by detected social advertising quality elements are conducted; the two new criteria and its management quality assessment measuring instruments in social advertising sphere are developed; the one of the common groups of production quality criteria – adaptability with considering of new management quality criteria and conducted systematization of existing social advertising creative quality assessment criteria development; the perspective of further perfection of quality criterial assessment based on social advertising standartization introduction is identified. Conclusions and Relevance: the social advertising quality criterial assessment expansion on scientifically based elements of this complex notion is conducted. Significance of results that are represented in the article is in development of advertising sociology and provides further directions for research. |
| first_indexed | 2024-04-10T02:09:48Z |
| format | Article |
| id | doaj.art-91cb521d2be046cf976675aac09b3896 |
| institution | Directory Open Access Journal |
| issn | 2079-4665 2411-796X |
| language | Russian |
| last_indexed | 2024-04-10T02:09:48Z |
| publishDate | 2017-04-01 |
| publisher | Nauka |
| record_format | Article |
| series | Модернизация, инновация, развитие |
| spelling | doaj.art-91cb521d2be046cf976675aac09b38962023-03-13T08:37:13ZrusNaukaМодернизация, инновация, развитие2079-46652411-796X2017-04-0181(29)607110.18184/2079-4665.2017.8.1.60-71715Social Advertising Quality: Assessment CriteriaS. B. Kalmykov0F. I. Sharkov1НИЦ социально-трудовых проблем ООО «Оптимал», г. МоскваФГБОУ ВО «Российская академия народного хозяйства и государственной службы при Президенте Российской Федерации», г. МоскваPurpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generalization, to determine the elements of social advertising quality, to establish the factors of its quality, to conduct the systematization of existing criteria and measuring instruments of quality assessment, to form new criteria of social advertising quality, to apply received results for development of criterial assessment to determine the further research perspectives. Methods: the methodology of research of management of social advertising interaction with target audience, which has dynamic procedural character with use of sociological knowledge multivariate paradigmatic status, has been proposed. Results: the primary received results: the multivariate paradigmatic research basis with use of works of famous domestic and foreign scientists in sociology, qualimetry and management spheres; the definitions of social advertising, its quality, sociological quality provision system, target audience behavior model during social advertising interaction are offered; the quality factors with three groups by level of effect on consumer are established; the systematization of existing quality and its measure instruments assessment criteria by detected social advertising quality elements are conducted; the two new criteria and its management quality assessment measuring instruments in social advertising sphere are developed; the one of the common groups of production quality criteria – adaptability with considering of new management quality criteria and conducted systematization of existing social advertising creative quality assessment criteria development; the perspective of further perfection of quality criterial assessment based on social advertising standartization introduction is identified. Conclusions and Relevance: the social advertising quality criterial assessment expansion on scientifically based elements of this complex notion is conducted. Significance of results that are represented in the article is in development of advertising sociology and provides further directions for research.https://www.mir-nayka.com/jour/article/view/720социальная рекламакачествокритерийфакторымодельизмерительные инструменты |
| spellingShingle | S. B. Kalmykov F. I. Sharkov Social Advertising Quality: Assessment Criteria Модернизация, инновация, развитие социальная реклама качество критерий факторы модель измерительные инструменты |
| title | Social Advertising Quality: Assessment Criteria |
| title_full | Social Advertising Quality: Assessment Criteria |
| title_fullStr | Social Advertising Quality: Assessment Criteria |
| title_full_unstemmed | Social Advertising Quality: Assessment Criteria |
| title_short | Social Advertising Quality: Assessment Criteria |
| title_sort | social advertising quality assessment criteria |
| topic | социальная реклама качество критерий факторы модель измерительные инструменты |
| url | https://www.mir-nayka.com/jour/article/view/720 |
| work_keys_str_mv | AT sbkalmykov socialadvertisingqualityassessmentcriteria AT fisharkov socialadvertisingqualityassessmentcriteria |