MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS
https://doi.org/10.21686/2413-2829-2016-3-106-113
Abstract
To measure the efficiency of graph solutions and competitive advantages of visual communications it is expedient to use science-metric methods, including those which measure trace characteristics of respondents (Trace Analysis). Methods of measurements should be formalized to reach necessary validity. This method researching efficiency of visual solutions of the graph logotype at the Russian Plekhanov University of Economics in comparison with logotypes of competing universities is Eye Tracking, which provides objective data concerning where and how often respondents look.
About the Authors
Vladimir M. Kiselev
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Doctor of Sciences, Professor, Chief Researcher of the Research center 'Management', Professor of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Sergey V. Savinkov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
PhD, Assistant Professor of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Andrey V. Ivanov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Anna V. Fedorova
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Vladimir A. Terent'ev
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Maksim D. Sokolov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
References
1. Kiselev V. M., Savinkov S. V., Kozlov V. N., Ivanov A. V., Fedorova A. V. Naukometricheskiy podkhod k otsenke graficheskikh resheniy vizual'nykh kommunikatsiy v korporativnom brendinge [Science-Metric Approach to Measuring Graphic Solutions of Visual Communications in Corporate Branding]. XX Mezhdunarodnaya nauchno-prakticheskaya konferentsiya zaveduyushchikh kafedrami marketinga, reklamy i svyazey s obshchestvennost'yu, dizayna i smezhnykh napravleniy, sbornik materialov [The 20th International Conference of Heads of Departments for Marketing, Advertising and PR, Design and Related Directions, collection of materials]. Moscow, RANH&GS, 2016, pp. 323–329. (In Russ.).
2. Kiselev V. M., Savinkov S. V., Gudkova E. G., Ivanov A. V., Fedorova A. V. Plekhanovskiy brendbuk: sovremennyy arsenal tekhnologiy brendinga [Plekhanov Brand-book: Modern Set of Branding Technologies]. XIX Mezhdunarodnaya nauchno-prakticheskaya konferentsiya zaveduyushchikh kafedrami marketinga, reklamy i svyazey s obshchestvennost'yu, dizayna i smezhnykh napravleniy, sbornik materialov [The 19th International Conference of Heads of Departments for Marketing, Advertising and PR, Design and Related Directions, collection of materials]. Moscow, MosGU, 2015, pp. 164–176. (In Russ.).
3. Kiselev V. M., Savinkov S. V., Ivanov A. V., Fedorova A. V. Rol' konvergentnykh kommunikatsiy v brendinge Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plekhanova [The Role of Convergent Communications in Branding of the Plekhanov Russian University of Economics]. Innovatsii i investitsii [Innovations and Investment], 2015, No. 11, pp. 103–106. (In Russ.).
4. Kiselev V. M., Syaglova Yu. V. Transformatsii marketingovykh paradigm (tsiklicheskaya dinamicheskaya model'). Rezul'tat intellektual'noy deyatel'nosti (RID) [Transformations of Marketing Paradigms (Cyclic Dynamic Model). The Result of Intellectual Activity]. Moscow, 2016. Department in RAO. Certificate No. 23672 dated 05.04.2016. (In Russ.).
5. Nikitina A. M. Marketingovyy analiz rynochnoy uspeshnosti graficheskoy sostavlyayushchey promyshlennykh i potrebitel'skikh brendov v internet-versiyakh periodicheskikh izdaniy i ikh didzhital-prilozheniyakh. Diss. kand. ekon. nauk [Marketing Analysis of Market Success of Graphic Component of Industrial and Consumer Brands in Internet Versions in Periodicals and their Digital Applications. PhD diss.]. Sochi, 2013. (In Russ.).
6. Testirovanie dizayna, issledovanie effektivnosti reklamy – Eye Tracking [Testing Design, Researching Advertisement Effectiveness – Eye Tracking]. (In Russ.). Available at: http://www.eye-tracking.ru/eye-tracking/(data obrashcheniya: 20.03.2016). 7. Hunt R. W. G., Pointer M. R. Measuring Colour. 4th ed. Chichester (West Sussex), John Wiley & Sons, 2011. 8. Just M. A., Carpenter P. A. A Theory of Reading: From Eye Fixations to Сomprehension. Psychological Review, 1980, Vol. 87, No. 4, pp. 329–354. 9. Nielsen J. A., Landauer T. K. Mathematical Model of the Finding of Usability Problems. Proceedings of ACM INTERCHI-1993. Conference: The Netherlands, Amsterdam, 1993 (24– 29 April). Amsterdam, 1993, pp. 206–213. 10. Werkman C. J. Trade Marks: Their Creation, Psychology and Perception. Delaware (US), Addison-Wesley Educational Publishers Inc., 1964.
Review
For citations:
Kiselev V.M., Savinkov S.V., Ivanov A.V., Fedorova A.V., Terent'ev V.A., Sokolov M.D. MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS. Vestnik of the Plekhanov Russian University of Economics. 2016;(3):106-113. (In Russ.) https://doi.org/10.21686/2413-2829-2016-3-106-113
Views:
460
Email this article 