Evaluating the Effectiveness of Marketing Research in Social Networks

Pertsovski Naum I., PhD, professor Department of Economic Theory Moscow State University of Mechanical Engineering (MAMI), 107023, Bolshaya Semenovskaya str., 38, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Galimov Ruslan R., Graduate student, lecturer Department of Economic Theory Moscow State University of Mechanical Engineering (MAMI) 107023, Bolshaya Semenovskaya str., 38, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In this article authors review the effectiveness of marketing research in the social networks. They define the basic criteria of qualitative and quantitative assessment of market researches in the social networks in the investigation. The practical example of marketing research in the social networks and the evaluation of its effectiveness are also considered there.

Keywords: marketing research; social networks; evaluation; effectiveness.

Monitoring of Advertisement Activity of Financial Marker Members

Koshel Natalia V., Candidate of Sciences in Economics (PhD), Bank of Russia, Department of Supervision of Systemically Important Financial Institutions, 12, Neglinnaya, Moscow, 107016, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the methodological techniques of advertising analysis and the formation of expert assessments. To determine a certain marketing behavior of lending institutions, it is suggested to use a system of advertising assessment. The system is presented as a scale which reflects the impact of various types of customer behaviour.

Keywords: marketing communications; assessment of advertising message.

Paying Attention to Outdoor Advertising in Response to Exposition Durance

Salnicoff Alexander M., PhD., assoc. prof. of Marketing and commerce departament, Yaroslavl branch of MESI, 3, Bolshiye Polyankist., Yaroslavl, 150023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper is dedicated to building a probability model that describes how humans pay attention to outdoor ad if exposition durance decreases. Suggested model is based on Pierre Verhulst’s curves. The research is based on six empirical studies kept by an author in Yaroslavl city in October 2011 and March 2013. General finding of the paper is that the paying attention depends on exposition durance; a special correction of previous author’s model has been done. The paper is addressed to both researcher involved in marketing studies and advertising/marketing professionals.

Keywords: outdoor advertising; media measurement; number of impressions; advertising detection; advertising efficiency; Verhulst’s curves; logistics cureves; sigmoids; annual seasonality; trivisionbillboard; municipal public transport.

The Model of Competition Ability of Freight Wagons and its Features in Marketing to B2B Markets

Bespalko Vitalij A., Candidate of science (economy), docent, Head of chair of economy and management Krasnodar Cooperative Institute, M. Sedin street, 168/1, Krasnodar, 350015, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronov Alexander A., Doctor of science (economy), Professor of chair of economy and management Krasnodar Cooperative Institute Russia, M. Sedin street, 168/1, Krasnodar, 350015, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to research of actual numerical approaches of modeling of competition’s abilityfor production. These approaches used in specific of transport machinery building, there are the numerical model of competition’s ability for different kinds of freight wagons on level of net present value, their results can be used in projecting, development, sale and service of production of transport machinery building. The author’s data can be used in marketing activity of enterprises – producers in Russian market of freightrailway wagons.

Keywords: competition; limited competition; transport machinery building, modeling of competition’s abilityfor production.

Fashion Houses Communication Strategies in Fashion Industry.
Part 1. Communication Strategies in the Fashion Industry

Shevchenko Dmitriy A., PhD, professor of the Russian State University for the Humanities, an honorary member of the Guild of Marketers. Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the study of communication strategies that are used by companies in the market of fashion industry, mainly by means of public relations. The author analyzes the specific examples the feasibility and effectiveness of different marketing methods and tools to promote the fashion houses of their brands on the market. The author seeks to draw attention to the underestimation of marketing experts in this field of business use of public relations (PR).

Keywords: communication strategies; PR; fashion industry; fashion business; the fashion house; haute couture; pret-a-porter; fashion retail; target audience of the fashion industry; fashion consumers; positioning the fashion; segmentation of the fashion market; branding in the fashion industry.