RUDN Journal of SociologyRUDN Journal of Sociology2313-22722408-8897Peoples’ Friendship University of Russia named after Patrice Lumamba6381UnknownHigh Personal Activity and its Sociological MeasurementReview of the book:Muzykant V.L. Psychology and Sociologyin Advertising. M.: RIOR-INFRA-M, 2012. 217 p.LapshinI B<p>Департамент коммуникаций; Банк «Открытие»; Bank Discovery</p>Lapshin.ib@openbank.ruBank Discovery15032012310411007092016Copyright © 2012, Lapshin2012<p>This article is a review of the book Psychology and Sociology in Advertising, systematizing the latest developments in sociology and psychology, which can be used in designing and applying the strategy of brand building.</p>advertising communicationbusiness communicationsthe qualitative and quantitative techniques of sociological analysisрекламная коммуникациябизнес-коммуникацикачественные и количественные методики социологического анализа[Gaidar E.T. Dolgoe vremya. Rossiya v mire. Ocherki ekonomicheskoi istorii. - M.: Delo, 2005.][Ermizina E.V., Puzanova Zh.V. Problemy verbal'noi kommunikatsii v sotsiologicheskom issledovanii. - M.: Izd-vo RUDN, 2009.][Madisson A. Monitoring the World Economy 1820-1992. - P.: OECD, 1995.][Rostow W.W. The Stages of Economic Growth. A Non-Communist Manifesto. - Cambridge: Cambridge University Press, 1960.]