ADVERTISING EFFICIENCY EVALUATION IN SOCIAL ESTABLISHMENTS

The article discusses the efficiency of social advertising and promotional activities, organized by social establishments. Authors aim to study the real advertising materials and to estimate its impact potential on the beneficiaries and the general public. Our study was realized in qualitative methodology. We guided a focus group with potential clients of social establishments. They rated videos, prints and outdoor advertising. The results indicate that the advertising remains ineffective and can't help to attract the attention of the target audience. Also it is not conducive to the formation of a positive image. Main cause of such a situation was identified - the lack of experience and resources to create effective advertising and promotional solutions. The received results can be used in practical management of social establishment.