Methods for Evaluating Commercial Texts: Neuromarketing Approach

Anisimov Victor Nikolaevich, Ph.D. in Biology, Leading research fellow, Department of Higher Nervous Activity, Faculty of Biology, M.V. Lomonosov Moscow State University; Leninskie gory 1/12, Moscow, 119234, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zinchenko Ekaterina Mihailovna, Ph.D. in Biology, Associate Professor at the Department of Consultative Psychology of Saratov State University; Astrakhanskaya street 83, Saratov, 410002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Boyko Lyubov Alexeevna, Graduated student and Engineer, Department of Higher Nervous Activity, Faculty of Biology, M.V. Lomonosov Moscow State University; Leninskie gory 1/12, Moscow, 119234, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kushnir Anastasia Borisovna, Junior Researcher of the Physiology of sensory systems Lab, Institute of Higher Nervous Activity and Neurophysiology of RAS; Butlerova street 5A, Moscow, 117485, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Latanov Alexander Vasilyevich, D. Sc. in Biologу, Professor, Head of the Department of Higher Nervous Activity, Faculty of Biology, M.V. Lomonosov Moscow State University; Leninskie gory 1/12, Moscow, 119234, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Galkina Natalya Valentinovna, Entrepreneur, General director of JSC «Neurotrend»; Mozhaisky tupik 8A, p. 1, Moscow, 121059, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The actual study is dedicated to the analysis of reading text common for printing and interactive advertisement that national consumer watches on billboards, in the shops, in printed booklets, in monitors and another advertising medium. It is well known that usually an assessment of ads perception based on sociological methods that are limited for many reasons. The most crucial limitations relate to the period of ads design when there is no possibility of building statistics on real consumer’s behavior parameters, number of sales etc. The results of the study lead to the expansion of knowledge of text ads assessment based on new objective methods. Review of automatic algorithms for text complexity assessment presented in the article. Studies of psychophysiological parameters in reading are also reviewed. The actual study contains two series of experiments: the pilot experiment and the main experiment in which the repeatability and reproducibility of the results were checked as well as their comparison on different categories of ads. During the presentation of commercial texts oculomotor activity (parameters of eye movements) was recorded while respondents were reading texts and also answers to specifying questions were analyzed. The answers clarify the perception and understanding of the proposed texts. The results show that the indicator of complexity correlates with text understanding, and the indicator of constraint complements it comprehensively that is efficient in case of complexity mismatch. Thus basing on these two factors one may objectively evaluate text ads as well as compare alternative examples of advertisement. The method especially well appliсable to ads with a significant volume of text which is very actual for example in the field of bank lending, mortgage programs, as well as in many other categories of advertising with text.

Keywords: text in ads; difficulty and constraint of the text; perception of ads; neuromarketing.

Trends and Features of Domestic Trade Development in Russia in the Context of a Permanent Economic Crisis

Cheglov Vyacheslav Petrovich, Doctor of Economics, Associate Professor of Trade Policy Department, Plekhanov Russian University of Economics; Stremyanny per. 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Stolyarova Alla Nikolaevna, Doctor of Economics, Professor of Commodity Science Department, State University of Humanities and Social Studies; Zelenaya str. 30, Moscow Region, Kolomna, 140410, Russian Federation(This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the analysis of the transformation processes occurring in the global retail trade for more than fifty years and started in Russia about twenty years ago. Summarized changes in world trade. The influence of crisis phenomena in the world economy on the forms of trade associations is shown. The trends and transformation features of the trade infrastructure in modern Russia in the context of a serious technological lag and a permanent economic crisis are considered in detail. Identified and justified drivers of system formation in the country’s retail trade in the context of further economic stagnation. The directions of embedding small and medium businesses in the changed socio-economic reality are described. It is concluded that the insolvency of self-regulation in trade in the conditions of investment development, when market subjects are in unequal conditions of access to free funds, is made. The necessity of state intervention in the processes of integration and trade consolidation is substantiated.

Keywords: retail trade; trends of development; economic crises; retail chains; small business.

The Role of Content Marketing in the Promotion of Goods and Services in the Automotive and Autosports Business

Kulinchenko Mark Igorevich, Postgraduate of the Marketing Department, Plekhanov Russian University of Economics; Stremyannyi lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the study of the current state of content marketing in Russian and international digital spheres. Being a promising tool for promotion in automotive and autosport industries, content marketing has a number of problems that have been identified in the study devoted to a content policy of different Russian and foreign companies. Both content structure and user metrics were analyzed. On the basis of the obtained statistical data, several shortcomings were found – a weak information value, a lack of user content, a large share of commercial information and a consideration of social networks solely as a sales channel. For these problems, prerequisites of appearance are described lack of budget and system work with information, as well as a focus on quick results. The information obtained in the research can significantly assist marketers in building a right content policy, helping to prevent the problems described above and to obtain a full-fledged positive effect from the use of content marketing.

Keywords: content marketing; Internet Marketing; digital marketing; SMM; promotion; social networks; auto business; motor racing.

Values of Russian Higher Educational Institutions Students

Astratova Galina Vladimirovna, Doctor of Economics, Ph.D. of Technical Sciences, Professor, Head of the Department of Economics of Housing, Communal Services and Energy of the Ural State Economic University; 8 Marta/Narodnoy voli str. 62/45, Yekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gnevasheva Vera Anatolyevna, Doctor of Economics, Chief Researcher of the Russian Academy of Sciences Institute of socio-political research; Fotieva str. 6-1, Moscow, 119333, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chashchin Maxim Rinatovich, Student (bachelor’s degree, «Vocational education (by industries type), profile «Economic and Management») of the Russian State Vocational Pedagogical University; Mashinostroiteley str. 11, Yekaterinburg, 620012, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kocherian Maxim Arturovich, Head of the Department for Sports and Mass and Health Work, Senior Lecturer of the Department of Physical Education and Sports of the Ural State Economic University; 8 Marta/Narodnoy voli str., 62/45, Yekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the study of the values of university students as a target audience in the market of educational services. The authors offer an interpretation of online questioning technology of the target audience through social networks: placement of posts in student groups, placement of relevant publications at the peak of attendance of virtual student communities in social networks. The novelty of the author’s approach is the combination of the use of a number of factors such as: anonymity of the survey; publication of the responses without identifying the sender, city and educational institutions; one-time placement positions in each of the communities, etc. In further analysis of the responses, summary “portraits” and “profiles” of respondents were formed based on behavioral, demographic, economic, and other characteristics. The information obtained during the preparation of the portrait of student’s values of higher educational institutions will allow the University administration to develop a competent and effective marketing strategy for the development of the University and attract new entrants with minimal costs.

Keywords: values of youth; coordinate-environment portrait of consumer values; target audience; online survey; online and offline environment; higher education institutions; students; physical culture and sports.