Summary: The necessity of optimization phase of collecting the documents and facts during the information-analytical studies. The basic principles of organization of the collection phase and group practices that will improve its effectiveness.

Key words: collecting documents and facts, information, analytical research, optimization, principles and methods of gathering information.

Summary: The article considers theoretical and methodological foundations of the technology of object-documentary analysis (T-MODА) as an effective means of optimizing intellectual work. Substantiates the possibility of modifying the technology for the implementation of information document analysis of the subject area. An example of the practical application of the modifying T-FASHION to make the optimal decision.

Key words: technology T-MOD, smart filter, NOPS-format, optimization of the thinking process, information domain analysis, decision making.

Summary: Considers the problem of reliability of  advertising and informational messages on the example of the manufacturer of additional distance education. The algorithm of practical implementation of the procedure of verification of advertising through quantitative and qualitative analysis of reviews real customers opinions.

Keywords: reliability of the information, advertisements, independent evaluation, quantitative and qualitative analysis of customers' opinions.