S.B. Kalmykov - Ph. D. (Soc.), Head of Research Center for Social and Labor Problems, Deputy General Director of Open Company «Optima». E-mail: sbkalmykov@gmail.com N.P. Pashin - Dr. Sc. (Econ.), Professor, First Deputy Director of ANO «Educational and Consulting Center «Trud». E-mail: pashin.np@gmail.com

The problem field of operationalization of concepts of social advertising is investigated. Existing measurement tools and indicators are systematized. Operationalization component for conceptual generalizations in the form of efficiency factors and behaviors of the target audience taking into account its universality is proposed. Indicators for the efficiency factors (quality) are determined coefficients of importance. Determine the level of interaction with the target audience. As indicators of model behavior set the coefficients of determina-tion and correlation and regression equations. They characterize the closeness of the relationships identified behavioral responses of the target audience with its features. Also assess the quality of selected equations based on the use of standard software package Excel-2003.

 

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