Оптимизация рекламных стратегий на российском телевидении: возможности и проблемы
In this research we use the part of RLMS data about the innovation in the lifestyles of Russian collected in 2009. Some typologies of Russian people were constructed based on their inclination to innovation, computer skills and media consumption. The last one is measured there as the differentiation of practices of internet and mobile telephone function use. The quantitative digital inequality in the accessibility of computer and internet was found. But there is the other type of digital inequality the quantitative one. It is due to the differentiation of the type of media consumption. This inequality also depends on the such factors as age, income and education level.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.