Психология и социология/ 13. Современные технологии социологических опросов

Kerimova A. T.-G. Moscow State Technological University “STANKIN” Online advertising: results of videocoloristic observation.
Advertising as communication channel of influence on the consumer accumulates common and common ideas, principles, patterns of behavior, thinking and feeling part of the structure of a particular culture in influencing the formation of interpersonal relationships, such as chummy, companionship, friendship, love, marital, family. Impacting on the formation of cultural values, the main models of interpersonal relations, public opinion, advertising is becoming one of the main communication channels of influence on personality, consciousness of the recipient, by using the structure of the advertising messages of different socio-psychological mechanisms on which is a comparison of the individual's interests and collective, the individual and social group, individual and society. Modern advertising has long been a part of life, it surrounds us everywhere. Advertising these days - it is not only a science, but an art. Modern forms of advertising are widely used to promote products on the market:
- Commercial (sponsorship, promotion of brands, and other modern advertising, sales promotion firms affecting customers advertising);
- social (welfare and other non-commercial activities);
- political (affecting the interests of the politicians to strengthen their position in society);
- private ads (non-business); The place and method of placement of the following types of advertising:
- TV (various commercials, sponsorship programs and movies, etc.);
- radio (various commercials in between) Print (newspapers and flyers);
- outdoor (billboards, signs).
As the consumer market for improving the quality and originality of the advertisement (see for example [1]). Developing sponsorship and online advertising. Producers are interested in increasing the number of sales through advertising and how you can attract more customers. Online advertising - it is advertising that is placed on the Internet, a presentation of goods, services, or company on the Internet addressed to mass customers and has the nature of belief. Online advertising is usually two-stage process. The first stage - the external advertising by advertiser from publishers, which can be called advertising medium. Types of advertising: banners, text blocks, bayriki, minisite, Interstitials. Such advertising usually has a link directly to the advertiser's site (the second stage).
Advertising on the Internet has many advantages in contrast to conventional advertising: the ability to analyze and adjust the operational campaign, interactivity (communication with the consumer advertiser Ordering directly through the advertising medium, etc.), relatively low cost, automation and profiling and targeting etc.
Due to the ability to track user actions and reactions of the Internet advertisers can quickly make changes to the current campaign. Desired user actions are called conversion. A key differentiator of Internet advertising than any other it is possible to track each advertising exposure. Types of online advertising: - display advertising - placement of text and graphic advertisements on websites which are advertising platform. In many ways it is similar to advertising in the print media. However, the presence of banner hyperlink features an animated image and the possibility of a banner calling on a mobile phone (WOW-call) greatly expand the impact of display advertising. Typically, media advertising is in the form of banner advertising; - contextual advertising - placement of text and graphic advertisements on contextual grounds. Compliance of advertising materials and context them sites determined by the algorithm advertising service. Subspecies of contextual advertising is search advertising, in which the above would be defined search query; - search advertising - placement of text and graphic advertisements next to search results on sites or partner site search engine, offering users a search function. Demonstration of various promotional messages depends on user's search query. Typically, search advertising is in the form of text advertising; - geokontextual advertising - advertising in mobile phones with the location of the user, for example, advertising on web maps (Google Maps, Yandex. Cards Map@Mail.ru etc.) also belongs to the category LBA (location-based advertising) and refers to online advertising. Promotional messages displayed to the user when viewing the site map with the request context.
- viral advertising - the kind of promotional materials, distributors which itself is the target audience, through the creation of content, the ability to attract through the bright, creative, unusual ideas, or with the use of natural or confidential messages. Usually in the form of such advertising are the interesting videos, flash-applications, etc. Other forms of advertising on the Internet usually combine features of media and search advertising, or carry these signs related to the placement on the websites of the area: for example, types of online advertising are considered advertising in newsletters by subscription and advertising in client software installed on the working user workstation.
Product placement in online games - the integration of the advertised product or brand in the gameplay, is one of the newest and fastest growing segments of the online advertising market. Many brands such as promise and effectiveness of this type of communications with potential buyers consider the rapid growth of the audience of online multiplayer gaming and high depth of contact with a built-in game-play brand. An example of this kind of games can act as a very simple "casual" single-player games, as well as large global multi-strategy and RPG. By its nature, the effective in-game advertising are the most suitable economic multiplayer online games and business simulations, where the actual products, services and brands are the basic elements of gameplay, which, respectively, provides the highest audience loyalty to the advertised brands and thus very high depth contact the advertiser to each user. In order to determine the level of popularity of online advertising in the population, the author conducted videocoloristic observation in the cities of Moscow (89 respondents) and St. Petersburg (48 respondents). Videocoloristic observation - this is a special method to collect ethno-sociological data or integrated research strategy, that is, methodology of social and humanities research coloristic areas, including a large number of explicit and implicit assumptions and assumptions [2]. It was revealed that attracts the attention of Muscovites television advertising (48.3%), of which more than half (29.3%) believe "the most truthful and unselfish" social advertising. In contrast to the Muscovites, many of which (9.8%) did not pay attention to any advertising, St. Petersburg are more open and receptive (54.2%). 20.6% of respondents residing in Moscow, and 34.8% - in St. Petersburg are interested in advertising in magazines and newspapers, more than 16% frequently pay attention to advertising on the radio. Advertising on transport interests of more than 3% of the respondents (3.6% of Moscow residents, 3.4% of the residents of St. Petersburg), and only 1.4% (Moscow) and 0.8% (St. Petersburg) read online advertising.
Analyzing the data obtained in the course of videocoloristic interview, it can be concluded that television is the most popular venue for advertising. The fact that a product or service can be demonstrated in action, expressive expressed their advantage by, for example, a mini-movie about goods and services with maximum reach. However, the unit value of advertising time on the popular TV channels can be compared with the cost of an Internet project. But it was television advertising has the ability to use visual and acoustic effects that are not available online advertising, advertising on radio, transport, etc. As compared to Internet users, who are active in the search and the perception of information, viewers are passive audience, which reduces the likelihood of effective perception of advertisements received from the TV screen.

The advantages of online advertising compared to TV lies in the fact that:
- consumer as desired dose may have information, what is connected and the relative popularity of online advertising to consumers;
- use interactivity, which is an additional tool of market research, it is possible to engage in a dialogue with the user and the corresponding increase in the regulatory impact of advertising media;
- get better results much easier, as the undoubted benefits of the Internet are in a statistical software (provides the opportunity to receive complete and accurate information about the quality and quantity of the audience as to the beginning of the advertising campaign, and after its completion, as it contains a wealth of content for analyzing and drawing conclusions);
- by focusing precisely on the target audience of the advertised item;
- the age of the active audience ranges from 18 to 40 years (in most cases), etc.
Online advertising - the fastest growing form of advertising. His audience is growing both quantitatively and qualitatively. Internet is used by both young and adult people with different income levels. But not only is attracted to the Internet more and more advertisers. This popularity is due to the fact that it is the Internet provides opportunities that are not available to other types of advertising.

Literature:

1. Землянская А.Т-Г. Социологический анализ этноколористических предпочтений российского общества / Авраменко С.Н., Землянская А.Т-Г., Рогова А.В. Концептосфера этнокультурного поля воспитания: теория и практика: монография. – М.: Граница, 2011. – С. 210–284.

2. Невмержицкая Е.В. Видеоколористическое наблюдение: общее и частное // Двигатель. 2012. - № 2, – С. 62.