Application of marketing communication technologies in coding information

Abstract

The purpose of the article is to reveal the types of communication technologies, generalize their essence, describe the components of the model of information and communication process, highlight the application of marketing communication technologies in coding appeals in building effective communications with target audiences. Methodology of research. The solution of the goals and tasks set in the article is realized with the help of appropriate general scientific special research methods: analysis and synthesis, systematization and generalization, logical approach. Findings. The understanding of the importance of communication technologies in the planning of marketing communications has been adapted. The essence of the model of information and communication process is revealed; attention is focused on highlighting an additional filter through which information necessarily passes, namely – the internal psychological limitations of the recipient in the perception of the sent information, barriers in the perception of information, low level of trust in communication messages. Based on this, it is established that in the conditions of oversaturation of information space, greater practical education of consumers and not finding in most communication messages of qualitative content, the more professional application of communication technologies in creating communication appeals becomes relevant. In particular, the use of the following communication technologies in the coding of marketing messages is proposed: communicative technology of linguistic manipulation; technology of symbolism, in the form of myth-making and mystification; behaviorism technology; gestalt psychology technology; technology of cognition; neuromarketing technology; humanization technology. A critical assessment of the practical application of color as a communication technology and the feasibility of using the term “25th frame” in characterizing the types of communication technologies. Practical value. It is recommended to apply the main scientific provisions of the article when planning marketing communications, reproduction of the set ideas in high-quality information content, establishing two-way communication with target audiences. Keywords: marketing communications, information and communication process, coding, communication technologies. REFERENCES 1. Bazherina, K. V. (2014). Vikoristannia manipulyatsiynykh tekhnologyi u reklami [Use of manipulative technologies in advertising]. Efektivna ekonomika – Effective economy, 12. Retrieved from http://www.economy.nayka.com.ua/?op=1&z=3835 (accessed 19 May 2020) [in Ukrainian]. 2. Bezchasniy, O. (2018). Modeliuvannia kontroliu stabilnosti komunikatsiynykh kanaliv pry upravlinni rozvytkom promyslovogo pidpryiemstva [Modeling of control of stability of communication channels at management of development of the industrial enterprise]. Skhid – East, 2 (154), 5-12 [in Ukrainian]. 3. Dreshpak, V. M. (2015). Komunikatsii v publichnomu upravlinni [Communications in public administration]. Dnipro: DRIDU NADU [in Ukrainian]. 4. Zakrevska, L. M. (2020). Osoblyvosti marketingovoyi polityky pidpryiemstva v protsesi prosuvannia produktsii [Features of marketing policy of the enterprise in the process of product promotion]. Kyiv: NUHT. Retrieved from http://dspace.nuft.edu.ua/jspui/bitstream/123456789/31490/3/104.PDF (accessed 19 May 2020) [in Ukrainian]. 5. Zrazhevska, N. I. (2010). Komunikatsiyni tehnologii [Communication technologies]. Cherkasy: Brama-Ukraina [in Ukrainian]. 6. Kolesnyk, O. S. (2020). Osnovni priyomy psykhologichnogo vplyvu v suchasniy televiziyniy sotsialniy reklami [Basic techniques of psychological influence in modern television social advertising]. Ostrog: Ostrozska akademiya. Retrieved from https://naub.oa.edu.ua/2020/основні-прийоми-психологічного-впли (accessed 19 May 2020) [in Ukrainian]. 7. Prymak, T. O. (2005). Reklamniy kreativ [Advertisement creative]. Kyiv: KNEU. Retrieved from http://ubooks.com.ua/books/0002/inx.php (accessed 19 May 2020) [in Ukrainian]. 8. Sakharova, T. V., & Filippov, M. I. (2017). Pereshkody v protsesi marketyngovykh komunikatsiy pidpryiemstv: prychyny vynyknennia ta shliahu podolannia [Obstacles in the process of marketing communications of enterprises: causes and ways to overcome]. Aktualni problemy ekonomiky – Actual problems of economy, 6 (192), 120-126 [in Ukrainian]. 9. Kholod, O. M. (2015). Semantyka termina «sotsialni komunikatsii»: kontseptualni pidhody [Semantics of the term "social communications": conceptual approaches]. Sotsial ʹni komunikatsiyi: teoriya i praktyka – Social communications: theory and practice. Retrieved from https://comteka.com.ua/wp-content/uploads/2016/05/ТОМ_1.pdf (accessed 19 May 2020) [in Ukrainian]. 10. Yaloveha, N. I. (2008). Marketynhovi aspekty komunikatsiynoyi diyal'nosti vyshchykh navchal’nykh zakladiv [Marketing aspects of communication activities of higher education institutions]. Poltava: RVV PUSKU [in Ukrainian]. Published: 2020-12-17