Assessment of the Effectiveness of Social Advertising in Russia: Development of a Methodology and Its Testing

Research is devoted to the development of recommendations for improving of assessment methods the effectiveness of social advertising in Russia and its further testing. The relevance of the study is due to the fact that social advertising is becoming more common, more often used by government bodies, public and commercial organizations at the moment. However, there are no clear assessment methods the effectiveness of social advertising and determining its impact on the implementation of changes in society. The scientific novelty of research is due to the fact that the author’s comprehensive assessment methods the effectiveness of social advertising was proposed, and also recommendations for the practical application of this technique were developed. The methods of interviewing the audience of social advertising were used to conduct a study on the subject of attitude to the analyzed social advertising campaigns, and also conducting a content analysis of the reaction to social advertising. The methods were used to test various approaches to assessing the effectiveness of social advertising and their own methods. The proposed author’s assessment methods the effectiveness of social advertising involves evaluating the effectiveness at four stages, taking into account the various types of social advertising and the impact they have, and also focuses on obtaining objective indicators and assessing them over time. Recommendations on the application of the methodology are formulated taking into account the various possible budgets of the social advertising campaign; various assessment options are available, depending on available funds. The results of research can be applied in the practice of realization social advertising to assess the effectiveness at all stages of its implementation.