Tovma nataliya ALEXSANDROVNA

доктор (PhD), associate professor department «Accounting and audit» Kazakh National University named al-Farabi

Information security management in commercial advertising communication

Abstract. This article assesses the role of information security in advertising. We prove that the management of social -economic and socio- psychological impacts on consumer advertising information in the course of communication, is a factor to be included in the aspects of information security. The article emphasizes the need for consumer organizations advertising information as one of the most important institutions of civil society can and should state clearly marking the legal basis of such organizations - their formation , operation and interaction with other social institutions , busy running the advertising communication.

           Keywords - information security, advertising.

Relevance of the topic and research. Enhancing the role of information , the rapid development of information technology and information security - one of the most important trends in the world of progressive evolution towards a post-industrial stage of civilization of mankind . But technical and social progress, as we know, is always in the contradictory form : along with the "ins " are bound to arise and " cons ." This applies especially to such important information sector as commercial advertising, objective of this research field . In 1898 A. Verigin wrote, " depending on what it carries advertising, what excites the attention that it preaches - and may decide the question of its benefits or harm . In one case, it may be a blessing in another - disaster, as well as any other means of civilization. " The problem of information security consumer advertising market currently is of particular importance because of the large impact that they are constantly growing and often uncontrolled flow of digital advertising information. It affects not only the consciousness of each individual, but also the logic of the decision-making of economic actors , as well as the norms of behavior in society in general. Information society involves everyone socialized its representative in the active process of commercial advertising communication, and therefore can not have a strong economic impact on consumers of the advertising information. "Thus, the relevance of the study of information security problems in the interaction with the advertising flow is dictated by the urgent need to counter the negative impact of advertising information, directly related to the socio- economic, political, social, psychological and moral aspects of security, as an individual , and Russian society in general . When this information is protected by security of the person is characterized by the mind and consciousness of the dangerous effects of information, and the information security of the society, the state is characterized by stability in relation to dangerous, destabilizing , destructive, prejudicial to the interests of the country information influences on the level of implementation, and the level of information extraction . In other words, " Information security is determined by the ability to neutralize these effects ."

Degree of a theme work. Problems is multifaceted and is located at the intersection of methodological and substantive areas of analysis of various scientific disciplines . Selected aspects of research theme dedicated a series of works , which, in accordance with specific scientific areas can be divided into six areas . First, for a full analysis of the mechanisms of socio-economic and socio- psychological effects of advertising messages on the consumer information should be considered advertising, text message and its semantic meaning as interconnected symbolic ( semiotic ) system. Finally, the sixth, in the research , special attention was paid to the scientific issues management technologies . Devoted to the topic fundamental research GP Schedrovitsky GV Atamanchuk , AL Sventsitskiy , G. Kunz , S. O'Donnell , VI Knorring , VE Chirkina , VD CITIZENS , NA Kurtikova , NV Lopatina etc. On the basis represented by the above review of scientific work has been possible to conclude that the development perspective of this study really is interdisciplinary, but it is carried out above directions rather isolated from each other. Therefore, in the scientific literature found fundamental coverage is separate sides of the complex nature of the theme. In the holistic well as the problem of managing information security company in the context of interaction with the advertising stream has not yet become the subject of a special scientific research.

- Structural and functional analysis ( required for the isolation of functions directly in the text field the general information of the advertising message );

- Secondary analysis ( designed to work with existing statistical data of sociological research in accordance with the new tasks );

- Social simulation ( including the identification of key provisions , development of a common methodology for constructing models of information security management in advertising );

- Interdisciplinary synthesis for research at the crossroads of several sciences : sociology, economics , psychology, advertologii , linguistics.

Purpose - to identify the nature and classification of the fundamental principles of advertising exposure to develop proposals and recommendations to improve the forms and methods of this aspect of the information security community.
In accordance with the purpose stated and objectives:

- Definition of the sociological and socio- psychological approaches to the definition of the category of "information security ;

- To determine the characteristics of transmission channels of advertising information ;

- determination of the degree of influence of advertising channels of information society ;

- Determination of the advertising message as an object of social modeling ; theoretical operationalization of socio-psychological categories of " belief ", " suggestion" and " manipulation of consciousness "

- Identification of the social orientation of these categories in the texts of advertising messages ;

- Sociological analysis of information expectations, needs and interests of consumers of advertising information , identification of technological methods of verbal methods of socio - psychological effects of advertising , and analysis of information security management features discrete advertising stream.

- Definition of the role of the state and civil society institutions as the main actors of information security management in advertising.

The object of this study is to provide methods of socio-economic and socio- psychological impact on consumers of commercial advertising information. As a subject of study are the forms and methods of information security management company in the commercial advertising communication .The study hypothesis is that the process of information security management in advertising must be based , first, on the basis of scientific methodology , synthesizing achieve a variety of sciences , and secondly, with the active participation and interaction mastered this methodology - government , self-regulatory advertising organizations and public consumer advertising information. Absence in our society today these conditions , including consumer organizations and the lack of advertising information , making the process of information security management in advertising sided and ineffective indicates incomplete formation of a full-fledged civil society. The chronological scope of the study - 2004 - 2007 years (the period of stable and well- established system took shape channels of mass communication in the advertising media market ) . Prior to this period, there was an active and controversial process of becoming a national media when " repeated efforts advertising media features significantly modify the structure of the media, certain publications and programs ." Said time period allows to generalize on the basis of a secondary analysis of data obtained in the course of sociological studies conducted in different years study period , taking into account the dynamics of the situation in the advertising market .Empirical material to work were:
- Firstly, the existing legislation and regulations relating to the study perspective;
- Secondly, the results of a number of case studies.
Results:

1. Managing socio-economic and socio- psychological impacts on consumer advertising information during communication is a factor to be included in the aspects of information security. Analysis of the processes of advertising management from this perspective may have to expand the subject field of the sociology of management.
It is known that advertising is one of the ways to increase sales of goods by transferring information about products to potential buyers. Change in volume of sales of goods is a consequence of the interaction of various processes that accompany bargain between sellers and buyers . Therefore, to elucidate the mechanism of this interaction, we consider the basic processes that accompany the bargain.

Bargain between buyer and seller of goods accompanied by three main processes:
       - The transfer of information about products for sale to prospective buyers;
        - The transfer of goods from the seller to the buyer;
        - The transfer of funds from the buyer to the seller of goods.

The peculiarity of the above processes is that they are all interrelated and influence each other. In particular, the amount and quality of information about goods Kaknau speed influencing sales and their cost . On the other hand, the value of the goods essentially affects both the rate of sales, and information on transmission rate for this product.
It should also be noted that if the transfer of goods from the seller to the buyer without a corresponding transfer of funds contradicts the definition of a trade transaction , the process of transfer of goods without prior transmission of information necessary for the buyer ( destination , price, quality , etc.) are also not seems real .From the above stated that the implementation of the sale of goods is always preceded by the transfer to the buyer certain information about a product .Given the shortage of goods finding the necessary information and goods mainly engaged buyer from its own funds. In the context of a glut in the market , the task is one of the most important tasks of the sellers. The need to move goods to market in a competitive environment encourages vendors to seek and apply new and more effective means of transmitting information . In particular, traditional methods of transmission of advertising information supplemented by the use for these purposes television , the Internet, etc. Accordingly, the increased cost of transmitting the information. Increasing costs necessitated analysis and optimization of their performance .Currently, advertising effectiveness research devoted a lot of publications. Analysis of approaches to solving this problem allows to distinguish two main directions in which the study was conducted. The focus of the first approach - the study of economic efficiency of advertising. The second approach examines the intensity of information transfer in the advertising audience and its impact on human rights. In particular , the authors of [1] is recommended to determine the cost-effectiveness of advertising by measuring its impact on the development of lower turnover above formula :where E - the economic effect of advertising ; Tg - additional turnover under the influence of advertising; Hm - trade allowance for goods ( as% of sales price ) UP - advertising costs ; Ud - additional costs in terms of growth of turnover.According to the authors [1], the effectiveness of the psychological impact of advertising media on the human consciousness is characterized by a number of consumer coverage , brightness and depth of experience that these funds are left in memory of the person , the degree of attention.The authors [2 ] define the effectiveness of advertising as the ratio between the number of advertising audience of advertising costs . To quantify the effectiveness of recommended methods CPM (cost per thousand) and IBS (expenses rating point).Unlike the authors of [1,2] , we give the following definition of efficiency: "Under the effectiveness of advertising understand the change under its influence of the following parameters. In addition to these basic parameters can be more that for specific cases may provide greater accuracy in determining the efficiency , better sensitivity to small changes in the volume of advertising or to respond more quickly to these changes. Additional options may include:

• new customers attracted only under the influence of advertising;

• new customers attracted only outdoor advertising ;

• new customers attracted under the influence of specific types of advertising , such as the Internet , and other exhibitions ;

• The number of customers. "

2. In modern society, the management of advertising communication is based on the interaction of two social factors. On the one hand - the state governments, on the other - the advertising self-regulatory organization. There is clearly not enough third party to whom the advertising is directed and impact - consumer organizations advertising information.

This - one of the main shortcomings of the existing system of managing commercial advertising communication.The classic method is based on a pooled analysis of similarity analizeuslovy movement processes in continuous media . This condition defines one of the main advantages of this method , namely the possibility of generalization of results obtained in the experimental study of a process unit for the whole group of similar processes. Transport processes of information about products, the products themselves and funds differ significantly from processes that are considered in the classical theory of similarity. Therefore, the question of the possibility and conditions for similarity of the above processes requires special studies that are beyond the scope of this paper. However, when you consider that each dimensionless parameter which determines profit enterprise, reflects the end result of the interaction of specific factors affecting the intensity of information, trade and financial flows of the company , then these parameters can be used as criteria for determining the effectiveness of this interaction. In addition, the numerical values of each of the above dimensionless parameters ( criteria ) characterize the specific conditions under which profit is generated from advertising , so a comprehensive analysis of changes in their numerical values will determine the specific cause , leading to changes in the effectiveness of advertising, which will greatly facilitate the search for the adoption of effective management decisions by optimizing your marketing spend. For criterion equation determining the effectiveness of advertising , we consider the enterprise which is engaged in trading activities and to increase their income advertises its products through the mass of information transmission. We write the dependence of profit on the basic parameters of the information , trade and financial flows of the company as follows , assuming that all other variables are constant in the course of the bargain : that the effectiveness of advertising depends on the particular set of complex dimensionless parameters that determine the conditions of formation of profit from advertising. Each of these parameters can be used as a criterion that characterizes the strength of the interaction of various factors determining the intensity of information, goods and financial flows of the company .Consider the structure and the economic sense of the dimensionless parameters in the equation (2).

1. EPO - the criterion of effectiveness of advertising appeal

3. Initiate the establishment of consumer organizations advertising information as one of the most important institutions of civil society can and should state clearly marking the legal basis of such organizations - their formation, operation and interaction with other social institutions , busy running the advertising communication. Advertising is important for the market launch of new products , increasing sales of current brands and maintain demand for mature brands.

Markets are volatile. Trademarks often compared with the leaky bucket . " They keep losing customers. Mass advertising helps keep the bucket filled. It plugs holes, reminding existing customers about the brand , and fills the bucket, attracting new customers . And it creates awareness among those who are still waiting in the bucket. "

Promotional activities are planned in advance as well as unintended consequences. The obvious result of planned advertising is its contribution to the profitable sale of goods. In addition to this economic role of advertising, rather proceeds from its placement, provides financial support to a diverse and independent media, free from public and professional influences. As a key link communicative marketing process, advertising is also an important stimulator of economic growth and stability .Recently spreading the view that advertising should not be limited to issues of increasing profits . In the creation of advertising should be considered some of the ethical factors. For example, the advertising should not just be truthful, but also fairly reflect the social life and the lives of a diverse population. Modern research methods allow advertisers to very accurately determine the groups and subgroups of existing and potential customers. Negative consequence of this feature becomes the desire to create stereotypes of the relevant markets .Practical significance of the work lies in the fact that the conclusions therein, lead to increased substantive field of sociology of management in the field of information security , as well as replenish the methodological , methodical and termbase modern reklamovedeniya . These findings allow to predict and prevent the negative consequences of the psychological impact of the advertising information to consumers to make building an effective model of managerial influence on the process of commercial advertising communication findings.The study enables us to draw some conclusions that have a specific meaning for both the science " sociology of management " and for information security management practices in advertising. The problem of information security consumer advertising market today acquires special significance in view of the increasing influence and often uncontrolled avalanche flow advertising information not only on the consciousness of the individual, but also the logic of the decision-making of economic actors, as well as social norms in general. Exception of commercial advertising issues of information security and its management is short-sighted and can cause substantial damage to domestic interests. By advertising market can be fully attributed remarks declaring a Doctrine of Information Security , regarding both threats to national interests in this area ( illegal use of the impact on individual, group and social consciousness ; propaganda mass culture contrary to the values accepted society, misinformation, concealment or misrepresentation information ) and internal sources of these threats . Analysis of objective signs advertising information dissemination channels and allows you to see how huge positive potential in this sphere of social communication and its negative aspects associated with potential threats to the information security of the country . Social system in which it operates an advertisement, and the response of the system to such information may be subject to sociological analysis . Knowledge of the objective aspects of the process impact of advertising information on the entire social system allows you to manage this aspect of information security society sociological modeling method and thereby to minimize the threat of themselves as well as their internal sources. Socio-economic and socio- psychological effects of advertising information on the recipients based on the common for all media channels of advertising communication methods to influence , which can be reduced to three basic social psy : persuasion, suggestion and manipulation of consciousness . These socio- psychological methods can not be mixed and to identify, as is often done in the literature , they can and should be strictly defined and uniquely classified in each advertising message according to their functions and tasks . For the method of persuasion characteristic function " non-interference " in the assessment of the recipient and the last task of providing the amount of information sufficient for independent decision making. In contrast, the method of suggestion is based on the " any input " in the consciousness of the consumer information outside ideas with a view to "help" him to make a choice to which he basically predisposed . Method for manipulating the consciousness of particular importance is the function of a "hidden influence" on the minds of the recipient to induce him to act , not adequate to their own desires and needs. A deeper understanding of the impact of these social psycho advertising messages on the minds of recipients will require the dual analysis of concepts such as "motivation" , " need" , "installation ", " dominant " , as well as identifying the boundaries of the use of the terms " conscious ", " preconscious " and " unconscious " . In general, understanding the essence of the main methods of the impact of advertising on consumers of this information is essential for competent information security management. This also applies to those who create and distribute advertising, and to those who controls and regulates, and those who consume it. In modern Russian society the management of advertising communication is based on the interaction of two social actors. On the one hand - the state governments, on the other - the advertising self-regulatory organization. In their activities and the nature of the interaction has many disadvantages, including reliance on weak science, and insufficient development of the regulatory framework, and weak law enforcement. However, the most important shortcoming of this control system performs the absence of the third entity, for which construction and the entire advertising process - consumer organizations advertising information. Without this, the whole process of managing party advertising communication inevitably appears as one-sided and therefore ineffective. Once it is able to clearly identify the legal basis of such organizations - their education and principles of interaction with the other two institutions, busy running the advertising communication.

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