About one method of evaluating the effectiveness of advertising text
Тип публікації :
Стаття
Дата випуску :
2020
Автор(и) :
Іvоhіn, E. V.
Naumenko, Y. O.
Marchuk, A. M.
Мова основного тексту :
Англійська
eKNUTSHIR URL :
Випуск :
4
ISSN :
1812-5409
Початкова сторінка :
44
Кінцева сторінка :
48
Цитування :
[APA 7] Іvоhіn, E. V., Naumenko, Y. O., & Marchuk, A. M. (2020). About one method of evaluating the effectiveness of advertising text. Bulletin of Taras Shevchenko National University of Kyiv. Physics and Mathematics, (4), 44–48. https://doi.org/10.17721/1812-5409.2020/4.7
[ДСТУ] Іvоhіn E. V., Naumenko Y. O., Marchuk A. M. About one method of evaluating the effectiveness of advertising text. Bulletin of Taras Shevchenko National University of Kyiv. Physics and Mathematics. 2020. no. 4. P. 44—48. DOI: 10.17721/1812-5409.2020/4.7 (date of access: 25.07.2026).
The article considers the method of evaluating the effectiveness of the textual content of the advertising message. The basis of the proposed method is the linguistic principles, in which the effectiveness of the text is analyzed from the view of the decoding of information by the target recipient of the message. Materials used for the study were the texts used in SEO promotion of information resources, the method is based on the approach of breaking the text into keywords and phrases. The method of evaluating the effectiveness of the text is based on an analogue of the method of mechanical verification of the relevance of the text by the search engine, which was expanded by the parameters of expert evaluation of the quality of text construction.Key words: advertising text; text effectiveness in advertising; verbal and non-verbal components; structure of the advertisment; relevance index.Pages of the article in the issue: 44 - 48Language of the article: Ukrainian
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