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Improvement of methods for determining the efficiency of advertising

100%
Chernenko M., Yakovlev A.
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
|
2019
|
vol. 53
|
issue 3
EN
Theoretical background: The paper shows that increase in sales and profit margins is only partially dependent on the implementation of advertising activities. Methodical approaches for estimation of an exhibition and advertising activity and promotion of its employees are specified.Purpose of the article: It is the purpose of this article to analyze and further develop the methodological principles for assessing the efficiency of advertising and exhibition activities.Main findings: The results of the work involve evaluation of the effect of advertising and the share of the impact of advertising in increased revenue from the sale of products. A corresponding proportion of this impact was determined based on consumer inquiries. We propose an index of exhibition and trade fair performance, calculated based on two components: how many times a specific company participated in such events, and how the company was presented at relevant exhibition and fairs. Indices of the cost of advertising and promotion of certain products were provided as well. The present research is a novel approach that consists first in proving that the sales increase effect should not be assigned to advertising only, and second, determining the factors that influence consumer preferences and their share in the total value effect. Moreover, the proposed index of influence of exhibition and trade fair performance results depending on the selected factors is innovative as well. The practical importance of the research results involves a more accurate calculation of the effect caused by activities performed and, consequently, an increase in the efficiency of the business entities.
2
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О старом по-новому: функциональное использование образа Бабы-Яги в современном публичном дискурсе

85%
Sładkiewicz Ż.
Studia Rossica Gedanensia
|
2017
|
issue 4
122-138
RU
Данная статья посвящена рассмотрению функционального использования образа Бабы-Яги в различных коммуникативных пространствах, отмеченных разными прагматическими целями. Ключевые мифологические и сказочные персонажи востребованы в современном публичном дискурсе. Обращение авторов к этим образам обусловлено их высокой культурной значимостью для социу- ма, высокой «узнаваемостью» данного культурного продукта, а также богатым прагматическим потенциалом самих образов. Автор рассматривает основные области использования образа Бабы-Яги: политическая и социальная карикатура, маркетинговое пространство (реклама натуральной косметики, гастрономических объектов, продуктов питания, сферы услуг); образовательная сфера.
EN
The article is devoted to the functional use of the image of Baba Yaga in various communicative spaces, marked by different pragmatic goals. The key mythological and fairy-tale characters are in demand in modern public discourse. Numerous authors use these images due to their high cultural significance for the society, their high “recognizability”, as well as the rich pragmatic potential of the images themselves. The author considers the main areas of use of Baba Yaga’s image: political and social caricature, marketing space (advertising of natural cosmetics, gastronomy, food products, services), educational sphere.
3
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Motywy religijne w komercyjnym przekazie reklamowym a sacrum w przekazie religijnym

57%
Stępniak K.
Studia Medioznawcze
|
2018
|
issue 2 (73)
85-97
PL
Głównym celem naukowym artykułu jest ukazanie różnicy między tym, co bywa nazywane sacrum w reklamie komercyjnej a sacrum w reklamie religijnej. Autor artykułu uważa, że w reklamie komercyjnej zamiast o sacrum powinno się mówić o elementach religijnych występujących w reklamie, sacrum bowiem zachowuje swoją tożsamość jedynie w reklamie religijnej. Elementy religijne w reklamie komercyjnej mają inny cel niż sacrum w reklamie religijnej. Swoje refleksje autor opiera na literaturze przedmiotu i własnych badaniach empirycznych dotyczących fenomenu reklamy religijnej.
EN
The goal of this article is to map the sacrum in commercial advertising. The author argues that instead of the sacrum one should talk about religious elements in advertising, because the sacrum retains its identity only in religious advertising. Religious elements in commercial advertising have a different purpose than sacrum in religious advertising. Author’s reflections are based on the literature and his own empirical studies on the phenomenon of religious advertising.
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