The Role of Communications in the Implementation of the Client-Oriented Approach in the Company’s Activities

Melnikova, Irina

doi:10.12737/article_5ab4e29da400a4.49154244

Scientific Research and Development. Modern Communication Studies

2018

DOI: 10.12737/article_5ab4e29da400a4.49154244

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The Role of Communications in the Implementation of the Client-Oriented Approach in the Company’s Activities

Irina Melnikova¹

Abstract: The article considers the role of communications in the implementation of the client-oriented approach in the company’s activities. The author summarized the methods of obtaining information about the basic values of consumers. Methods for investigating customer expectations are analyzed. Methods for creating additional utility for the consumer are defined. Significant for consumer parameters of communication with employees of organization were researched. Forms and mechanisms of intraorganizational communicat… Show more

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The Attitude of Representatives of Different Age Groups to Aggressive Social Advertising

Melnikova

Ababkova

2023

Scientific Research and Development. Modern Communication Studies

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In this study, we analyzed the perception of social advertising with elements of aggression by representatives of different age groups. Previously, two hypotheses were put forward: the use of aggression and pressure in social advertising ensures the memorability of advertising but does not ensure effectiveness; aggressive forms of presenting information that appeal to feelings of fear and guilt are negatively perceived by most of the recipients, regardless of their age. To test the hypotheses, a stratified sample was formed, and illustrations (advertising samples) were tested. Both hypotheses were confirmed, which allowed the authors to formulate conclusions. When planning social advertising communication, it is necessary to consider the characteristics of the addressee of the advertisement, which will allow you to find the right ones the content and tone of communication. Modern consumers of advertising content expect openness from the communicator and are tuned to a trusting relationship, they perceive pressure and aggression in social advertising extremely negatively. The addressees need objective information (scientifically confirmed facts, statistics, eyewitness accounts, etc.) in order to realize the significance of the idea, to believe in its usefulness and necessity.

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The Attitude of Representatives of Different Age Groups to Aggressive Social Advertising

Melnikova

Ababkova

2023

Scientific Research and Development. Modern Communication Studies

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Formation of Conflictological Competences in Training PR Specialists

Melnikova,

Cherkaschenko

2023

Scientific Research and Development. Modern Communication Studies

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The article analyzes the demand for conflict management competencies in the labor market. As part of the research phase, an analysis of the content of vacancies for specialists in the field of advertising and media communications, posted in the public domain, was applied. The research confirmed the hypothesis about the demand for conflictological competencies in this area of professional activity. The content of professional standards was analyzed as the main documents regulating the requirements for a candidate for a position in the field of skills and knowledge. The necessity of approval of specialized professional standards of specialists in the field of media communications is substantiated. This will ensure that the interests and requests of employers are taken into account in the development and implementation of educational programs. The main elements of conflictological competence are considered and the role of various educational technologies in their formation is determined.

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A Brief Overview of the Room

Гойхман¹,

Goykhman

2018

Scientific Research and Development. Modern Communication Studies

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The Role of Communications in the Implementation of the Client-Oriented Approach in the Company’s Activities

Cited by 3 publications

References 0 publications

The Attitude of Representatives of Different Age Groups to Aggressive Social Advertising

The Attitude of Representatives of Different Age Groups to Aggressive Social Advertising

Formation of Conflictological Competences in Training PR Specialists

A Brief Overview of the Room

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