СПОНСОРСТВО ЯК ЕФЕКТИВНИЙ ІНСТРУМЕНТ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ТОРГОВЕЛЬНИХ ЦЕНТРІВ

Abstract

The article considers the concepts, purpose, types and impact of sponsorship on the marketing activities of the shopping center. Prerequisites for the emergence of so-called synthetic means of marketing communication (those that combine several basic means simultaneously). As sponsorship activity among other synthetic means of marketing communication on the territory of Ukraine shows a steady increase, this indicates the effectiveness of the tool. Increasing the number of different events that have their audience and close attention to them by the media create the necessary conditions for the introduction of sponsorship as a tool of marketing communication. This allows you to strengthen and improve your market position, increase visibility, expand your target audience, achieve public loyalty, attract potential partners and attract new visitors to the mall. The main tasks of sponsorship in the general public, in target markets and in existing tenants are considered. The analysis of the directions of sponsorship activity is carried out and individual industries are identified where it is advisable to use it. A sponsorship package has been developed. A consistent action plan for the sponsor that will structure all the data to achieve a positive result.