RU2293517C1 - Method for determining intensity of publicity stimulus influence upon consumers - Google Patents

Abstract

FIELD: medicine.

SUBSTANCE: method involves using the following parameters of acting object like publicity stimulus. The parameters like advertising retention and distinctiveness, attractiveness, intelligibility and self-descriptiveness, social group identity, stimulating activity are evaluated by means of four indicator variables. Advertising retention and distinctiveness is evaluated with A1 (new-old), A2 (expected-unexpected), tedious-interesting (A3), dull-bright (A4); attractiveness: disagreable-pleasant (A5), disgusting-attractive (A6), repulsive-nice (A7), ugly-beautiful (A8); intelligibility and self-descriptiveness: intricate-comprehensible (A9), complex-simple (A10), unclear-clear (A11), fuzzy-legible (A12); social group identity: alien-own (A13), despised-respected (A14), foreign-native (A15), far-near (A16); stimulating activity: silent-calling (A17), disappointing-encouraging (A18), detestable-attracting (A19), averting-impelling (A20). Each indicator variable a customer estimates using scale from 1 to 5 as follows. Outermost positions are estimated so that 1 point is assigned to old and 5 points to new, the other indicator variables are estimated in the like manner. The obtained results are calculated using the following formulas: I_ret =(A1+A2+A3+A4):4*100:5; I_attr=A5+A6+A7+A8):4*100:5; I_int=(A5+A6+A7+A8):4*100:5; I_soc=(A9+A10+A11+A12):4*100:5; I_stim=(A13+A14+A15+A16):4*100:5, where I_ret is the advertising retention index; I_attr is the attractiveness index; I_int is the intelligibility and self-descriptiveness index; I_soc is the social group identity index; I_stim is the stimulating activity index. Next, intensity coefficient of publicity stimulus influence upon consumers Kpsi is calculated as K_psi=[(I_ret+I_attr+I_int+I_soc+I_stim):4]*100:5. The value being from 20 to 59%, negative publicity stimulus influence upon consumers is considered to be the case; light positive influence from 60 to 70%; medium positive influence from 71 to 80%; strong positive influence from 81 to 90%; very strong positive influence from 91 to 100%.

EFFECT: high accuracy and reliability of estimation method.

1 dwg, 3 tbl

Description

The invention relates to the following industries: psychology, psychophysics, sociology, advertising, marketing

BACKGROUND

The closest and most common analogue of the claimed invention is the method of group semi-formalized focused interviews - focus group.

The disadvantages of the focus group method when testing the quality of advertising incentives include:

1) lack of formalization of measurements - at a measurement level above the nominal;

2) insufficient validity (relevance) of the measurement due to the weak introspective competence of the subjects (introspective competence - (from lat. "Introspecto" - look inside) - the person’s ability to directly perceive the processes and phenomena of his psyche, in particular, to assess how and how much it affects one or another incentive) when evaluating individual parameters of an advertising incentive;

3) subjectivity in the interpretation of the results;

4) the distorting influence of “informal leaders” of the discussion on the assessments and opinions of “outsiders”;

5) the probability of the influence of random (including latent) factors on the course of discussion.

SUMMARY OF THE INVENTION

The essence of the method

- it allows you to determine the activity of the influence of the advertising incentive on consumers by relevant measurement of the properties of the measured object (advertising incentive) and the use of a system of valid bipolar graphic scales with a digital description of gradations and a verbal description of extreme positions.

The tasks to be solved by the claimed invention is directed:

- measuring (testing) the activity of the influence of the advertising incentive on consumers.

The technical result is expressed in achieving the accuracy and reliability of the obtained assessments of the activity of the influence of the advertising incentive on consumers when using the claimed invention.

The measurement accuracy of the claimed method dramatically increases due to two factors:

1) the validity (relevance) of the measurement achieved by differentiating the properties (attributes) of the measurement object - an advertising incentive;

2) increasing the measurement level from rank to interval due to the use of appropriate scales, the measurement is formalized and occurs in absolute terms and the result is expressed as a percentage (or in points).

The invention is based on the following, open (as a result of experiments and statistical processing of the results) by the applicant, scientific facts:

A) The activity of the influence of the advertising incentive on consumers is determined (set) by five groups of indicators:

1) memorability (distinctiveness) of the stimulus;

2) the attractiveness of the stimulus - the potential for the formation of a positive emotional attitude;

3) comprehensibility, informational content;

4) socio-group identity - the degree of perception of the stimulus as being addressed to this target group;

5) incentive - the potential incentive to purchase a promoted product (service).

B) Each of these indicators with sufficient reliability can be measured by four indicators given in table 1.

C) These indicators can be reliably measured using graphical scales with a digital description of gradations and a verbal description of the extreme positions.

The essential features characterizing the invention:

1) the properties (signs) of the measured object (advertising incentive) are differentiated in accordance with the psychology of human perception, there are five of these properties: memorability (distinctiveness), attractiveness, comprehensibility (informativeness), social group identity, incentive;

2) each of the selected properties is measured by a combination of four valid graphic scales with a digital description of gradations and a verbal description of extreme positions;

3) the arithmetic mean weighted value of the estimates obtained on all scales represents the coefficient of activity of the influence of the advertising stimulus on the target group.

The characteristics of the claimed invention (method) through the totality, order and conditions of the action:

Determination of the activity of the influence of the advertising incentive on consumers occurs through the following actions:

1) first, consumers (subjects) are presented with an advertising incentive;

2) then they are offered to evaluate (measure) the quality of the proposed advertising incentive using a combination of graphic scales with a digital description of gradations and a verbal description of the extreme positions.

The inventive method is a combination of a controlled association method and scaling procedures.

Scales of such a top are widely used in sociology and psychology, see, for example: The work book of a sociologist. M .: Nauka, 1977. P.392.

The measurement is performed using the following instructions given to the test consumers:

Further, the results of testing (polling) are calculated according to the following formulas (for convenience, the results are calculated in percent):

where Izap - memorization index - distinctiveness of the advertising incentive;

Ipri is the advertising stimulus attractiveness index;

IPon - index of understandability-information content of advertising incentive;

Ioc - an index of social-group identity of an advertising incentive;

Ipob - incentive index of advertising incentive;

Kavrs - coefficient of activity of the influence of the advertising incentive on consumers;

- среднеарифметические оценки, получаемые по результатам измерения по конкретной (пронумерованной) шкале, i - соответствует номеру шкалы. Номера шкал приведены в табл.1.

- arithmetic mean estimates obtained from the measurement results on a specific (numbered) scale, i - corresponds to the scale number. The numbers of the scales are given in table 1.

Moreover, the values of the indicated indices and the coefficient of activity of influence can theoretically range from 20 to 100%.

The values of the indices and coefficient of activity of influence indicate:

1) in the range from 20 to 59% - a negative effect;

2) in the range from 60 to 70% - a weak positive effect;

3) from 71 to 80% - average positive effect;

4) from 81 to 90% - a strong positive effect;

5) from 91 to 100% - a very strong positive effect.

The possible error in measuring the activity of the influence of an advertising incentive on a homogeneous group of consumers can be 3-5% with the number of subjects 48 or more.

Measurement conditions using the stimulus differential method

- laboratory or field

An example of determining the activity of the influence of an advertising incentive on consumers is given in Table 2. and in the drawing.

Table 2
RESULTS OF DETERMINING THE ACTIVITY OF THE INFLUENCE OF ADVERTISING INCENTIVES (PROJECTS OF ADVERTISING SHIELDS) ON CONSUMERS Conditional names of advertising samples The value of indicators of the activity of the influence of advertising,% Influence activity coefficient (Kavrs) Memorability (Izap) Attractiveness (Ipri) Informativeness (IPon) Social Group Identity (Social) Incentive (ipob) "Comfort" 80.3 89.7 91.5 86.2 88.9 87.3 "Still life" 82.3 90.7 96.9 89.7 91.9 90.3 "Stranger" 60 63,2 62 61.8 55.3 60.5

The set of features that provides a technical result in all cases to which the requested amount of legal protection applies

A) The following five indicators of the activity of the influence of the advertising incentive are measured:

1) memorability (distinctiveness) of the stimulus,

2) the attractiveness of the stimulus is the potential for the formation of a positive emotional attitude,

3) understandability, informativeness,

4) socio-group identity - the degree of perception of the stimulus as being addressed to this target group,

5) incentive - the potential incentive to purchase a promoted product (service).

B) Each of these indicators is measured by four indicators (see table 1).

B) Each of the indicators is measured using graphical scales with a digital description of gradations and a verbal description of the extreme positions.

DETAILED DESCRIPTION OF THE EMBODIMENTS OF THE INVENTION

As an example, confirming the possibility of implementing the claimed invention, the drawing shows the results of determining the activity of the influence of advertising incentives (trademarks) on consumers.

Other examples confirming the possibility of carrying out the claimed invention are set forth in the publications of the applicant F. Ilyasov. and Dmitrieva A. - see in the bibliography of publications No. 2 through No. 13.

BIBLIOGRAPHY

1. Dmitrieva E.V. Focus groups in marketing and sociology. M .: Center, 1998.

2. Ilyasov F. Focus groups in marketing and advertising. Advertising technology. No. 1, 2003. S.6-11.

3. Ilyasov F. Psychophysics: the search for advertising quality. The advertising world. No. 8, 2000. P.20 (results of testing the advertising performance of commodity packaging of chewing gum).

4. Ilyasov F. Promotionality of commodity packaging. Container and packaging. No. 6, 2000. S.16-17.

5. Ilyasov F. Advertising world. No. 10, 2000. P.26. Project Thor 10 XV Hell-September. (the results of testing the psychological and sociological effectiveness of promotional videos - drinks, bars, chewing gum).

6. Ilyasov F. Advertising world. No. 11, 2000. P.30. Project Top 10 XV Hell-October. (The results of testing the psychological and sociological effectiveness of advertising videos - audio, video and household appliances).

7. Ilyasov F. Advertising world. No. 12, 2000. P.30. Project Thor 10 IV Hell-November. (the results of testing the psychological and sociological effectiveness of advertising videos are “image”, corporate advertising).

8. Dmitrieva A. On a holiday and a sparrow’s beer. The advertising world. No. 1, 2001. P.28 (results of testing the psychological and sociological effectiveness of billboard advertising).

9. Ilyasov F. The more beer, the more important the bottle. Container and packaging. No. 3, 2001. S.14-15.

10. The advertising world. No. 4-5 (twin), 2001. Project Top 10 IV Ad-April (results of testing the psychological and sociological effectiveness of advertising videos - social advertising).

11. Ilyasov F. Promotionality of beer containers. Advertising technology. No. 5, 2001. P.2-4 (a new approach to measuring brand advancement).

12. Ilyasov F. Unpredictable advertising. Message (Appendix to the journal "Expert"). No. 5, 2001. P.14-15 (new approaches to testing advertising and the advertising ability of commodity packaging).

13. Ilyasov F. Measurement of the advertising value of bank trademarks. Advertising technology. No. 3, 2002. S.18-19.

14. "Testing texts and the evaluation of advertising media" in the book: Carter G. Effective advertising. M .: Progress, 1991, pp. 100-105.

15. "Evaluation of advertising media" in the book: Kotler F. Fundamentals of marketing. M .: Progress, 1992, p. 528-529.

16. “The list of methods for preliminary testing of advertisements” in the book: Beauva C.L., Arens, U.F. Modern advertising. Tolyatti: Publishing House "Dovgan", 1995, p.210-216.

17. "Tactical control of advertising" in the book: Romat EV Advertising. Kiev-Kharkov: IAF Student Center, 1999, p. 399-405.

18. “Conducting assessment studies in the book: Wells, W., Burnet, J., Moriarty, S. Advertising: principles and practice. St. Petersburg: Peter, 1999, p. 632-656.

19. "Advertising in society: effect and efficiency" in the book: Fedotova L.N. Sociology of advertising. M .: Dobrosvet, 1999, p. 396-410.

20. "Is it possible to find out how effective advertising is" in the book: Schenert V. Upcoming advertising. M .: Interekspert, 1999, p. 253-263.

21. "The problem of the psychological effectiveness of advertising" in the book: Mokshantsev RI Psychology of advertising. M .: Infra-M, Novosibirsk: Siberian Agreement, 2000, p. 190-226.

22. “Psychological effectiveness of the use of advertising media” in the book: Pankratov F.G., Bazhenov Yu.K., Seregina TK, Shakhurin V.G. Advertising activity. M .: IVC "Marketing", 2000, p.335-340.

23. "Criteria for assessing the communicative effectiveness of advertising" in the book: Promotional text: semiotics and linguistics. M .: Grebennikov Publishing House, 2000, p. 225-249.

Claims (1)

A method for determining the activity of the influence of an advertising incentive on consumers, characterized in that they determine the effect of an advertising incentive using the following parameters of the acting object - an advertising incentive: memorability-distinctiveness, attractiveness, intelligibility-informativeness, social group identity, incentiveness, each of which is evaluated using four indicators, namely: memorability-distinctiveness is estimated by the following indicators: old-new (A1), expected-unexpected (A2), boring-interest dusky (A3), dull bright (A4); attractiveness: nasty-nice (A5), vile-attractive (A6), nasty-pretty (A7), ugly-beautiful (A8); intelligibility-informativeness: confusing-understandable (A9), complex-simple (A10), foggy-clear (A11), muddy-clear (A12); socio-group identity: alien-own (A13), despised-respected (A14), alien-related (A15), far-near (A16); incentive: silent-calling (A17), disappointing-encouraging (A18), repulsive-attracting (A19), disgusting-inducing (A20); at the same time, each indicator is evaluated by the consumer on a scale from 1 to 5 points as follows: the extreme positions - “old” corresponds to 1 point, and “new” - 5 points, and other indicators are evaluated in the same way; the results are calculated by the following formulas: Iap = (A1 + A2 + A3 + A4): 4 · 100: 5; Ipri- (A5 + A6 + A7 + A8): 4 · 100: 5; IPon = (A9 + A10 + A11 + A12): 4 · 100: 5; I social = (A13 + A14 + A15 + A16): 4 · 100: 5; Ip = (A17 + A18 + A19 + A20): 4 · 100: 5, where Isap is the index of memorization of the advertising stimulus; Ipri - attractiveness index; Ipon - index of comprehensibility-informativeness; Isoc - an index of social group identity; Ipob - incentive index, after which the coefficient of activity of the influence of the advertising incentive on consumers is calculated - (Kavrs): Kavrs = [(Izap + Ipri + Ipon + Isots + Ipob): 4] · 100: 5, and with Kavrs values in the range from 20 to 59%, the negative impact of the advertising incentive on consumers is determined, from 60 to 70% - weak positive, from 71 to 80% - average positive, from 81 to 90% - strong positive and from 91 to 100 % - a very strong positive effect.