STRATEGIES OF MARKETING ONLINE COMMUNICATIONS OF UKRAINIAN CINEMAS: THE BEST ADVERTISING CASES

Abstract

Introduction. Modern marketing communications are the basis of promising business and promotion of its services. Along with the development of technology and the digitalization of society, advertising on the Internet is in great demand. Especially now, with the martial law in the country, advertising using offline communications is impossible, so companies are forced to master new platforms to promote their products and implement online communications to attract audiences. Purpose. The purpose of the study is to determine marketing approaches to the promotion of Ukrainian cinema chains through online communications, analysis of advertising in social networks, the selection of tools and channels of promotion, taking into account the factors of external and internal environment. Materials and methods. The research materials are 1) works of foreign and domestic scientists who conducted research in the field of marketing, imageology and brand management; 2) use of Internet resources, in particular the official websites of creative and media agencies; 3) statistics of the annual report on the number of Internet users, in particular in Ukraine. The following scientific methods were used in the research process: system approach (definition of a cinema chain as a system, all objects of which are interconnected); method of analysis and synthesis (study of all individual tools of promotion, which together constitute a common system of marketing communications of the cinema); case method (for a detailed analysis of the advertising activities of individual cinemas in wartime); generalization (formation of research results). Results. The article fully covers the theoretical, methodological and practical aspects of the process of promoting cinema chains through online communications in the media space. The main channels and tools for promoting online communications are identified, marketing strategies for communication activities of cinema chains in social networks are analyzed. Discussion. In the following scientific researches the analysis of the general system of marketing communications of cinema chains, development of the differentiated strategy of marketing communications, definition of target landmarks of advancement is offered. This will provide an opportunity to improve the promotion strategy, increase the effectiveness of advertising, expand the audience and establish communication with it.