НОВІТНІ ІНСТРУМЕНТИ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ПОЛІТИКИ

Abstract

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.