Kapinus L. Advertising as management factor is behavior of consumers (on materials of enterprises on the production of soft drinks)

The Scientific research is sanctified to theoretical generalization of process of increase of management efficiency by behavior of consumers by means of advertising appeal. Essence of concept "Management by behavior of consumers" is specified, authorial vision of category is offered "advertising". The existent classification signs of advertising are complemented through extraction of such features, as type of advertising time (advertising in an active sentinel period, advertising in a passive sentinel period); method of perception by a consumer (voice advertising, visual advertising, haptic advertising); type of visualization (dynamic advertising, static advertising). The model of behavior of consumers is improved, which takes into account a consumer risk during the process of decision-making about a purchase, and also factor of time. Consumer advantages are investigational for the exposure of market segments, segmentation of consumers is conducted and corresponding style of advertising appeal is offered for every segment. Attitude of consumers is appraised not only toward an advertising appeal but also to other attributes of commodity (trade marks) by means of different methodical approaches: on methodology of "SERVQUAL", in accordance with the model of Fishbone, on the method of ideal point and method of Bogomaz-Zozuleva. The improved model of Fishbone, which will help enterprises to estimate attitude of consumers toward the repeated purchases with the purpose of increase of management efficiency by behavior of consumers, is offered. Methodical recommendations are worked out, that touch the height of the productivity of advertising.