Abstract
The article explores approaches to understanding marketing communications and describes marketing communication tools. Marketing communications should be considered in two aspects: traditional marketing (a set of tools that affect the end consumer in the process of making a purchase decision and motivate him to action) and relationship marketing (focusing on the process of establishing long-term partnerships between all participants in marketing). As a result of a detailed analysis of approaches to defining the essence of marketing communications, marketing communications is the formation and maintenance of partnerships between the company (manufacturer) and target groups of consumers (individual consumers, suppliers, intermediaries) through traditional and interactive channels of information about the company and its products. (services). The channels of distribution of advertising messages by trade enterprises are characterized and the classification of ATL, BTL and TTL communication tools is investigated. The dynamics of the media market of Ukraine for 2017-2020 is studied and the growth of the role of Internet advertising is determined. On the basis of the conducted researches recommendations on increase of efficiency of system of marketing communications of the trading enterprises are offered.
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