Yaroslavl: YAGPU, 2016. — 212 s. ISBN 978-5-00089-105-6 The monograph presents an interdisciplinary approach to the analysis of basic concepts of advertising communication. The authors developed additions to the classical methods of describing concepts, which made it possible to determine the causes of the effectiveness of / communication inefficiencies and quantify the significance of the criteria that make up the concepts for various groups of recipients .. The publication can be recommended to mass communication specialists, philologists, psychologists, as well as bachelor students in the field of advertising and public relations .