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Data-Centric Business and Applications pp 51–72Cite as

Optimization of the Process of Determining the Effectiveness of Advertising Communication

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Part of the book series: Lecture Notes on Data Engineering and Communications Technologies ((LNDECT,volume 42))

Abstract

The advantages of all types of print advertising are listed. The process of perception of advertising by a potential consumer is described. Taking into account the model of the hierarchy of factors influencing the effectiveness of advertising communication, the numerical weights of factors are established on the basis of pairwise comparisons using the method of numerical consistency and a matrix of pairwise comparisons constructed on this basis. It uses the scale of the relative importance of objects by Saati. The optimization of weight values of factors is carried out and an optimized model of priority influence of factors influencing the effectiveness of advertising communication is synthesized. It is advisable to evaluate the validity of advertising messages using the PDI scale (Persuasive Discourse Inventory—assessment of the persuasiveness of messages) by TS Feltham, built on the Aristotle communication model: a convincing message based on trust in its source (ethos), emotionality message (pathos) and reasonability of arguments (logos). Advertising materials from Cambridge, San Francisco and Bristol universities and a student respondent were chosen for the study. It was designed using the method of multi-criteria optimization of alternative variants of the process of determining the effectiveness of advertising communication, based on the assignment and registration of certain indicators logos, ethos, pathos among the selected pre-university options. The choice of the optimal variant is determined by the utility functions. The calculation of alternative options is to use the Pareto principle, the essence of which is to choose among a multitude of indicators those that by their influence dominate over others and determine the optimal one.

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Author information

Authors and Affiliations

  1. Ukrainian Academy of Printing, L’viv, Ukraine

    Bohdan Kovalskyi, Tetyana Holubnyk, Myroslava Dubnevych, Nadiia Pysanchyn & Zoryana Selmenska

Authors
  1. Bohdan Kovalskyi
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  2. Tetyana Holubnyk
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  3. Myroslava Dubnevych
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  4. Nadiia Pysanchyn
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  5. Zoryana Selmenska
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Corresponding author

Correspondence to Tetyana Holubnyk .

Editor information

Editors and Affiliations

  1. Department of Infocommunication Engineering, Faculty of Infocommunication, Kharkiv National University of Radio Electronics, Kharkiv, Ukraine

    Dmytro Ageyev

  2. Department of Infocommunication Engineering, Faculty of Infocommunication, Kharkiv National University of Radio Electronics, Kharkiv, Ukraine

    Tamara Radivilova

  3. Department of e-Business, Faculty of Business, Economics and Statistics, University of Vienna, Vienna, Austria

    Natalia Kryvinska

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Kovalskyi, B., Holubnyk, T., Dubnevych, M., Pysanchyn, N., Selmenska, Z. (2020). Optimization of the Process of Determining the Effectiveness of Advertising Communication. In: Ageyev, D., Radivilova, T., Kryvinska, N. (eds) Data-Centric Business and Applications. Lecture Notes on Data Engineering and Communications Technologies, vol 42. Springer, Cham. https://doi.org/10.1007/978-3-030-35649-1_3

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