V. I. Blagoev, Е. Р. Shustova, I. V. Mishchenko
Varna University of Management, Bulgaria, Sofia
Kazakh Humanitarian Law Innovative University Semey, Republic of Kazakhstan
Altai State University, Barnaul, Russian Federation
Abstract:
This study is devoted to the impact analysis of different types of advertising on consumer behavior in certain regions.
The research was conducted using the methods of economic theory, analysis and synthesis, as well as using sociological survey.
Some differences in susceptibility of certain types of advertising with men and women as well as the most effective type of advertising for men and women were revealed on the example of the analyzed regions. An advertising types matrix according to the degree of their influence on male and female audience is proposed.
This study recognized that the advertising effect on women is greater than on men, as women in general are more emotional and more open to communication. Currently, the dominant channel for receiving information and communicating is Instagram, Twitter, Facebook, Vkontakte, and the most effective advertising is through social networks and the Internet. It was identified that a fairly large audience of respondents, especially women, positively perceived advertising on television and print advertising in the form of various information and advertising booklets and banners. The male audience in all three analyzed regions has low receptivity to radio and audio advertisements, as well as print advertisements in newspapers and booklets. According to the authors, the results of this study may be useful from a practical point of view for the CEOs while developing their marketing strategy and promoting various products and services in these regions.
Keywords:
advertising, advertising impact, consumer behavior, gender feature, cultural factors.
Paper submitted:
April 8, 2020
For citation:
Blagoev V. I., Shustova Е. Р., Mishchenko I. V. (2020). Effective advertising and its impact on consumer behavior (on the example of Kazakhstan, Russia, Bulgaria regions). The Science of Person: Humanitarian Researches, vol. 14, no. 2, pp. 128–133. DOI: 10.17238/issn1998-5320.2020.14.2.23
