Analyzing The Influence Of TV Commercials On Consumer Behavior In Russia;case Study: State Channel “Channel One”

Advertising is a bright phenomenon of modern life,which is very spreading and omnipresent.Today advertising plays an essential role in our lives.It determines our image and lifestyle.Following the power of the media,advertising is considered as the fifth power.By introducing certain values into the mind,advertising thereby promotes a certain way of life.Television is one of the most popular media in Russia and refers to electronic mass media.Advertising on television in Russia has recently small history of existence.The paper focuses on Russian TV viewers and consumers behavior on the concept of TV commercials.Today we are living in that time when advertisements around us everywhere.The research conducted to figure out people's attitude to TV commercialsIn Russia at the present moment people's attitude to the TV commercials is too complicated.The experience of researchers shows that the attitude to advertising has always been contradictory and ambiguous.The research of the causes and the definition of the attitude are closely connected with the age group,quality of life,traditions and understanding the role of developing contradictions in the life of society as a whole.The present research paper focus on the Russian media,namely,on TV commercials and attitude of the Russian viewers,in order to know about what kind of advertising is relevant for the Russian consumer.For the further consideration of two countries' collaborative project the channel “Katusha” to Chinese media and for integrating goods and services of the Chinese production on the basis of knowledge and Russian consumers' preferences.Thus,helping Russian tourists arrived in China to be acquainted with the local products through the media,which would also contribute to mutually beneficial trade relations and friendship of two countries.The study applies both qualitative and quantitative research approaches to conceptualize the influence of TV commercials on consumer behavior in Russia trough the content analysis,keyword analysis,questionnaires,literary analysis,frequency and factor analysis which had helped to achieved good results.