Specifics of using psychological methods to increase the efficiency of advertising (development of projects for university students)

The investigation of the application of psychological methods to improve the effectiveness of advertising is one of the urgent problems of our time, since any advertiser is concerned about the issue of high returns from placed advertising. With a huge number of methods and techniques for influencing the consumer, the advertiser needs to choose those that will be effective for a specific audience of consumers. A theoretical analysis of the methods of psychological impact of advertising on the consumer has been carried out, and the main techniques that can improve the effectiveness of advertising have also been analyzed. The most effective methods of influence of advertising on a specific group of consumers are identified: youth. The results of the investigation, which involved 94 people in two age groups: 18 - 30 y.o.; older than 30 y.o. The largest group was represented by respondents from 18 to 30 years old. The survey made it possible to identify the most relevant psychological methods for improving the effectiveness of advertising for young people, as well as the most convenient spaces for advertisements targeted at a specific consumer group. The article also presents a variant of the most optimal advertising for a youth audience, developed by third-year students of the thermal power department of the Samara State Technical University. In this shoe advertisement, students used the main effective methods of influencing on young people. The basis for creating of advertisements students put the key method of influencing on young people: imitation. The article concludes that when designing the advertisement, it is necessary to take into account the general principles, methods of creating an advertising product and also the age characteristics of consumers who are targeted by certain advertising.