Observation of consumer behaviour in the advertising activity environment

The subject of the article touches upon the trends of academic-and-empirical research organization and action-oriented developments in the sphere of advertising activity. On applying theoretical and practical analysis the issues of target market definition and audience evolution are brought to light. Psychographic segmentation is under consideration as well. Present the interpretation of the results of the social research with the pursuit of revealing the South -Ural State University students' preferences concerning advertising and commercial.