METHOD FOR DETERMINING INTENSITY OF PUBLICITY STIMULUS INFLUENCE UPON CONSUMERS

摘要

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