CONCEPTUAL MAPS AS RESEARCH METHOD FOR STUDYING THE INFLUENCE OF ADVERTISING ON CONSUMERS

CONCEPTUAL MAPS AS RESEARCH METHOD FOR STUDYING THE INFLUENCE OF ADVERTISING ON CONSUMERS

Author:  S.V. Tumskiy

Affiliation:  Moscow State Institute for Foreign Relations (University) MFA of RF

Abstract: 
The article is focused on the method of conceptual mapping as an analysis tool of the impact of explicit and implicit elements of advertising on consumers. It includes the information on the results of the analysis of advertising materials and building conceptual maps prior to carrying out the experimental survey and after it.

Keywords:  conceptual mapping, implicit means, advertising, scientific experiment