System Of Marketing Communications Research Articles

МАРКЕТИНГОВІ СТРАТЕГІЇ УПРАВЛІННЯ ПІДПРИЄМСТВАМИ СОЦІОКУЛЬТУРНОЇ СФЕРИ В СУЧАСНИХ УМОВАХ ГОСПОДАРЮВАННЯ

The actuality of the issue shows the importance of marketing strategies in the management of socio-cultural enterprises in the current market economy. The goal of the paper work is to justify the importance of marketing strategies in managing socio-cultural enterprises in modern market conditions. The study was carried out on the basis of a comprehensive interdisciplinary approach, which allowed us to turn to the theoretical developments of such sciences as marketing, organization management, strategic management, organization potential management, cultural studies, etc. Analysis, synthesis, generalization methods, etc. were also used. The results of the paper work consist in substantiating the basic conditions necessary for the implementation of marketing strategies in the management of the sociocultural sphere. Conclusions and discussion. The full use of marketing strategies in the socio-cultural sphere requires a number of prerequisites, including: knowledge of the market of socio-cultural services; knowledge of the needs of consumers, especially their creative tastes, priorities in leisure activities, etc .; taking into account the real capabilities of state and municipal bodies; search for sponsors with mandatory consideration of their interests; use of a marketing communications system, etc.priorities in the conduct of leisure, etc; consideration of the capabilities of state and municipal bodies; search for possible sponsors, taking into account their interests; use of marketing communications system, etc. The main attention should be paid to the development, implementation and evaluation of innovative technologies of social, cultural, cultural and educational activities by studying the requirements of potential consumers, thus optimizing the organization’s activities and harmonizing the interests between institutions and the public. It has been proven that marketing, being a coordinating function of management, maintains a balance between the interests of consumer groups in a given area, creating and organizing an environment of balanced and stable relations between market participants.

Особливості застосування сучасних методів маркетингової комунікаційної політики підприємствами

Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.

Progress and Prospects Research in Marketing Communication: Chinese and Western Approaches

This paper collects and analyses the journal articles and masters theses published in English and Chinese on marketing communication research in the past 20 years. The research aims to sort out and summarise the research results of marketing communication in Chinese and foreign universities, and grasp the research situation of marketing communication in Chinese universities as a whole. The research aims to provide technical support for the construction of an effective marketing communication system for Chinese universities and subsequent research. At present no scholars have especially researched, defined and summarised the construction of the university marketing communication system.

ПРИНЦИПИ ОРГАНІЗАЦІЇ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ЗВО З АБІТУРІЄНТАМИ У МЕРЕЖІ ІНТЕРНЕТ

Modern economy needs to strengthen marketing activity of its participants. In particular actions for promoting of educational institutions and specialtyes are topicality. The article analyzes the effectiveness of using various tools of communication mix in the field of educational services by means of a survey of first-year students of the Odessa National Economic University. Attention is concentrated on necessity of combined with traditional career guidance methods for enrollees with activity on the Internet and especially on social networks. It has been announced that the tools for Internet marketing are right in the middle of the role in communication with the entrants. The concept of formation of the marketing communication system of higher education institutions on the Internet in the form of a chain of three interrelated areas of activity was developed: advertising on social networks, detailed information on specialties and educational programs on the official site of institution of higher education and publications on social networks and Telegram-channel of university. It is proved that today university account on social networks should act as a universal call center, which can advise entrants of all ages and other categories and their parents on any issues related to both entry and future education and specialty of specialties in 24x7 mode. The activity of the internet-audience was analyzed in the Instagram social network community. For this purpose, we analyzed the topics of the questions from the entrants in the official Instagram account of the Odessa National Economic University during the 2019 introductory campaign and identified the main meaningful blocks of such questions and the share of each in the total. The importance of using of Telegram channels of universityes as a modern tool of direct communication with entrants is substantiated, and statistical indicators of publication placement in the Entrant-ONEU Telegram channel during the 2019 introductory campaign are analyzed. The principles of building a marketing communications system of higher education institutions on the Internet have been suggested: complexity, systematic, usefulness of information, high quality of graphics and printing products, attentiveness and care.

ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ

<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</em></div><p><strong><em>Key words: </em></strong><em>advertising, advertising discourse, marketing communications, integrated marketing communications, communication.</em></p>

The Effectiveness of West Bengal State Khadi Mela as Organisational Marketing Tool

Mela or fair cannot be underestimated as an effective marketing tool capable to reach a huge target market at one go. Over the years, organised mela had provided an even playing field in which small businesses and large ones come together to determine the mela effectiveness. The objective of the study is to determine West Bengal Khadi and Village Industries Board (WBKVIB) views towards the effectiveness of mela as a marketing tool. The problem statement was that most of the khadi units are operating under budgetary constraints; therefore, it was important to ensure that their objectives are achieved. Marketers faced severe recessions, declining purchasing power, increased competition, lower growth rates, consumer awareness and pricing pressures. Khadi organisations are therefore constantly looking for the lowest cost-effective methods to promote their products, and the effectiveness of mela as a marketing platform to meet their objectives was not known. The results of the study can be useful for potential exhibitors who may utilise mela for the product promotions, to determine whether mela is appropriate to ensure their needs and fits in their overall strategy and for the organisers to formulate strategies to add value to the units involved and ensure that they remain. The literature review summarises mela as the most successful and valuable marketing tools for businesses. Mela is a basic element of the marketing mix properly combined to establish an integrated marketing communication system for consumers to get a simple and recognisable picture of the retailer. It creates a unique environment in which a wide range of sales and marketing goals are pursued. It brings buyers and sellers together to a central location. It is the direct catalyst for new and commercial development. The population of the study was drawn from units that had participated in the khadi mela. In selecting the sample elements, a stratified random sampling approach was used. The study used semi-structured questionnaires for primary data collection. The qualitative data describing characteristics or qualities were analysed using qualitative analysis while statistical analysis software SPSS was used for quantitative data. This study contributed to the understanding of factors affecting the WBKVIB marketing strategy.

Marketing art and integrated marketing communications (advertising, stimulation of object, please re- leases)

The purpose of the article is to consider the problem of using the integrated marketing communications sys-tem (IMC) and its individual components in art marketing, analyzing the specifics of some specific IMC systems used in art marketing. The methodology consists in the application of communication technologies and methods of IMC, are actively used in the marketing of art, and the use of sales promotion methods (auctions, art fairs), public relations tech- nologies (organization of PR campaigns, direct broadcasting, event marketing, cross-promotion) and others. The scien- tific novelty of the work lies in the identification of technologies for the marketing of art related to the functioning of integrated marketing communications, namely, advertising, sales promotion and highlight in the process of promotion in the art markets of art works. The analysis of the main functions of integrated marketing communications (IMC) was carried out, and their features were determined for applying art to marketing in promoting the images and brands of artists and their works on the art market. Conclusions. The analysis of the IMC led to the conclusion that the three main components of IMC - advertising, promotion, marketing, public relations are relevant in the marketing of art, among which public relations is a priority on the art market for the promotion of works of art. When using the IMC in the mar- keting of art, such special technologies of sales promotion and PR as auctions, art fairs, non-media broadcasting, event marketing, cross-promotion are used. These technologies, as well as branding and image making, ensure the active and effective functioning of the art market.

ПЕРСПЕКТИВИ РОЗВИТКУ САУНД-ДИЗАЙНУ В УКРАЇНІ

Мета статті. Виявити основні напрямки розвитку саунд-дизайну в Україні, а також проаналізувати попередні здобутки в цій галузі. Методологією дослідження є органічна сукупність базових принципів дослідження, а також методи наукового пізнання: проблемно-хронологічний, конкретно-історичний, статистичний, описовий, логіко- аналітичний. Наукова новизна полягає в тому, що виявлено основні принципи та критерії розвитку саунд-дизайну в Україні. Висновки. Аналізуючи перспективи розвитку саунд-дизайну, виявлено, що він є видом сучасної дизайнерської діяльності. Лише останні десятиліття вітчизняний кінематограф активно крокує до розвитку звукової естетики. Проте, цей процес значно уповільнює відсутність як технічної, так і практичної бази. Не зважаючи на це, сучасні кінокомпозитори, які здійснюють свою діяльність в Україні, досягли певних позитивних результатів у роботі зі звуком кіно. Передбачаючи розвиток аудіомаркетингу у короткостроковій перспективі, можемо сподіватися на активну інтеграцію музичного контенту в систему маркетингових комунікацій, поєднання всіх точок взаємодії бізнесу зі споживачами і сприяння персоналізації аудіо-комунікацій. З метою більш конкретного розуміння пріоритетів цільової аудиторії, крім збору базової інформації шляхом проведення опитувань, CRM, фокус-груп, стануть широко застосовуватися дослідження споживчих профайлів у соціальних медіа.

Marketing communications complex of subjects of public administration

The article defines the essence and features of the system of marketing communications (SMC) of the subjects of public administration. It is proposed to introduce this concept as a complex of interpersonal dialogue communications in small groups, public, organizational and mass communications, which is an element of the system of public administration and provides communication of subjects of management with their target audiences.The author justifies the classification of marketing communications in public administration. Among the main classification criteria of distribution are the following: type of communication subjects, communication goals and types of media marketing communications.The basic principles of formation of information flows in the system of public administration are determined. The main of them recognized: openness of state information; guarantee of the right to receive information; openness and accessibility of information, freedom of information exchange; authenticity and completeness of information; guarantee of freedom of expression and beliefs; the lawfulness of receiving, using, storing, distributing and protecting information, etc.The article identifies the most important reasons for the ineffective information and communicative policy of government departments. Among them: organizational; historical; resource and personnel-professional.The author substantiates the directions of improvement of the system of marketing communications of the subjects of state administration and raising the level of its efficiency. It is determined that for today, public relations, direct marketing, sales promotion and public advertising should be considered among the main means of SMC. Practice shows that at present the most effective element of SMC of public administration is public relations. First of all, this is explained by the fact that they contribute to the formation and development of well-developed and effective mechanisms of social feedback and their priorities.

КОМУНІКАЦІЙНА ПІДТРИМКА У ФОРМУВАННІ РЕГІОНАЛЬНОГО РИНКУ ОСВІТНІХ ПОСЛУГ

The article investigates the current state of the regional market for educational services, reveals the need to use communication support and marketing tools in the market of educational services in order to bring information to the target audience and the successful positioning of educational institutions in the region. The marketing communication tools used in the regional market of educational services to establish long-term relationships with consumers and other contact audiences are considered. It is noted that in the current conditions of functioning alongside traditional tools for promoting educational services, regional higher education institutions are actively using the strategy of aggressive marketing. It is emphasized that the alternative to aggressive marketing today can be only Digital marketing, whose influence in the marketing communications system has increased significantly in recent years due to the development of telecommunication and digital technologies, mobile devices, computer technology and the Internet. An important component of communication policy is the interaction of educational institutions with business and regional employment centers, which provide information on employment opportunities for graduates and predict the demand for individual specialists in the labor market. It is stated that the information and communication policy in the market of educational services can be conducted not only within Ukraine, but also abroad, positioning Ukraine as a country with affordable, quality education and comfortable living conditions. It is proved that the marketing communication system, together with the modernized digital communication channels, is able to ensure coordination of methods and means of promotion of services in the regional educational market in order to meet the needs of the labor market and consumers.

УПРАВЛІННЯ БРЕНДАМИ ЯК ЧИННИК ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ КОНДИТЕРСЬКОЇ ГАЛУЗІ

Problem’s setting. Many experts are increasingly inclined to conclude that the main factor for the success of most enterprises is the commitment and loyalty of consumers. A higher degree of consumer loyalty is an almost fanatical appreciation of the brand. Any product while entering the market creates some impression - positive or negative. These associations and consumer perception of the product are called the brand. This is some impression of a product in the minds of consumers or a label that is thoughtfully attached to the product. However, branding is not always a sure guarantee of success for the company . Analysis of recent studies. The issues of brand formation were explored by authors such as D. Aaker, T. Ambler, B. Bruns, J. Burnett, A. Bontour, F. Kotler, E. Rice, J. Rossiter, V. Domnin, K. Bazherin, L. Buk , O. Zozuliov, V. Pustotin, E. Romat and others. Researchers expose the essence of a brand, offer methodological approaches to its formation, analyse the essence of branding and brand management. Objective of the research is to analyse the modern scientific understanding of the brand management system as a factor of increasing the competitiveness of enterprises, to consider the process of forming and using brand management system by the enterprises of the confectionery industry, as well as to diagnose the socio-economic efficiency of brand management of one of the most successful companies in Ukraine and to develop a strategy for its improvement. The main part. A brand management system is a complex of interconnected elements: goals, principles, functions, methods, organizational structure that embodies the management relationships that together allow to fulfil the main mission of the enterprise - meeting the needs of consumers. It is worth noting that the brand management model has a strategic orientation, which includes a block of goal-setting, analytical block and formation of strategic alternatives of brand development, which is a crucial part for today's changing conditions of the environment . Therefore, the main stages of the process of brand formation and using are comprehensive market research, brand creation, alignment of the brand concept with other components of the marketing complex, the formation of a marketing communications system, implementation of branding proposals, evaluation of brand efficiency, rebranding. Market analysis of consumer goods in Ukraine over the past 5 years has shown a significant decline in production and consumption of virtually all categories of consumer goods. Cheap products are the exception: instead of chocolate, consumers buy cookies and gingerbread, instead of wine from Italy and Chile - domestic wine. In addition, the Ukrainian confectionery sector is one of the most highly competitive areas in our country. It is quite multi-vector, as it develops differently in each segment. Consider the structure of the Ukrainian confectionery market by manufacturers. The biggest players during 2016-2019 are Roshen Confectionery Corporation, Malbi Foods LLC, Ferrero SpA, Mars, Inc., Nestlé S.A. and Mondelēz International, Inc. They occupy 19.3%, 8.3%, 8.0%, 7.6%, 7.0% and 6.2% respectively. In addition, the share of Private Label goods sales has increased significantly - up to 13% as of 2018. Confectionery is an area that needs creativity and ingenuity. The Western market requires simple and bright packaging, which stands out on the shelves and is as interesting to the audience as possible. Often, manufacturers add a game element that attracts not only the infant audience but also adult consumers. High value of the Nestlé brand management system in Ukraine is the high corporate image as well as the image of individual brands. The analysis of the brand management system of Lviv-based Ukrainian confectionery manufacturer Svitoch made it possible to identify the key elements of the strategy for improving the brand management of confectionery enterprises: · event marketing; · team building (carrying out various activities for employees); · professional development of employees; · production of limited edition products with updated design and taste; · issue of seasonal novelties, gifts and holiday sets; · new packaging design; · high availability of goods at the outlets; · placing products only on branded shelves; · using of various positioning methods; · creating a digital strategy and publishing online announcements. In addition, these elements of brand management strategy will help coordinate employee engagement for achieving a common goal. Conclusions. In general, it can be argued that the Ukrainian confectionery sector is one of the most highly competitive areas in our country. Therefore, by adhering to the above strategy of improving the brand management of confectionery enterprises, it is possible to increase the competitiveness of the company. In our opinion, the findings and suggestions will help increase the efficiency of the brand management system at domestic enterprises.

Enterprise communication policy indicators analysis as a part of marketing audit

The object of research is the process of marketing audit communication policy of the enterprise. The theoretical basis and methodological basis of this research are the fundamental tenets of modern marketing, the communication policy of the enterprise, the achievements of scientists regarding the theoretical and applied foundations of the marketing audit and the use of advertising management. In the course of the study, general scientific and special methods were used, namely: a system-functional approach to the study of the essence of the notion «marketing audit», a method of generalization, analysis and synthesis, and a monographic method. The proposed use of the main directions of marketing audit of the communication policy of the enterprise, which should include advertising, public relations, sales promotion, direct marketing, participation in exhibitions, personal selling, sponsorship and integrated marketing communications. It is proved that they should be considered comprehensively, taking into account the peculiarities and the impact on the efficiency of the enterprise. Marketing audit provides an opportunity to compare various means of communication policy and choose the best option, taking into account the specifics of the enterprise. Due to this, a marketing communications system is proposed that effectively influences the target audience, corresponds to the nature of the product offered, the image of the enterprise, and provides the opportunity to get the greatest economic effect and the communicative impact on consumers. In contrast to the widespread marketing audit experience in Ukraine in the form of controlling marketing activities, the study proves the effectiveness of conducting audits in specific areas, in particular, the enterprise’s communication policy. Such an approach will certainly be useful for carrying out independent monitoring of the activities of Ukrainian enterprises. In this paper, theoretical statements have been brought to the level of scientific and practical recommendations and can be used by industrial enterprises to increase the level of effectiveness of communication activities by conducting a marketing audit.

Promotion as a form of Communication of the Marketing Strategy

Abstract Permanent communication between bidders and consumers, who are usually spatially and temporarily separated, is a necessity, because prompt and correct information stimulates demand, directs it towards certain products and influences rational consumption, causes changes in the mentalities and attitudes of potential buyers, which will be reflected in the increase in the volume of sold goods and implicitely of the profit, as the sole purpose of the producer. The marketing communication system is the general framework in which promotion takes the form of the promotional mix, based on the four promotional tools: advertising, personal sales, promotion sales and public relations, aimed at presenting the organization, its products and services, at raising awareness of potential customers, and of course, at increasing sales to get more profit.

СИСТЕМА МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ПІДПРИЄМСТВ РОЗДРІБНОЇ ТОРГІВЛІ

Визначено сутність і особливості маркетингових комунікацій підприємств роздрібної торгівлі. Обгрунтовано принципи управління системою маркетингових комунікацій. Дляреалізації цих принципів рекомендовано імплементувати у процес управління комунікаціями додаткові специфічні функції. Проведено апробацію запропонованого методичного підходу за матеріалами підприємств роздрібних торговельних мереж на ринку України. Обгрунтовано заходи щодо вдосконалення системи маркетингових комунікацій підприємств роздрібної торгівлі та виконано прогнозування комунікативних ефектів цих заходів.

Research on Building IMC Model in Mobile Bank

Mobile banking as a fusion of mobile technology and banking business is becoming the bank to develop business. This paper uses historical induction and logical reasoning, then combine variety research methods in general and specific measures theory research to study. Transferring value from the customer point of view, we design integrated marketing communication system of mobile banking solutions..

Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).

Enhancing communications in developing countries using SMS technology: the case of agricultural value chains in Cambodia

This paper reports on a pilot project that was undertaken in 2006 to develop the use of SMS technology to enhance communication in agricultural value chains in Cambodia. The project worked closely with farmers, traders, silo managers and Ministry of Commerce officials to develop an electronic marketing communication system (EMCS) based on text messaging. The EMCS demonstrated a successful proof-of-concept and showed SMS as a robust and cost-effective technology. Future projects will explore the wider scale implementation of this SMS system in Cambodia and address the broader issues of cost, training and user literacy levels.

The allocation of resources to marketing communications in industrial markets

This article discusses the allocation of resources to marketing communication channels in an industrial raw materials supply industry. The findings of field research show that expenditure on marketing communications is very low and that personal influence channels predominate over all other forms of marketing channels. Turnbull concludes that the overall conceptual approach to an integrated marketing communications system is far from being understood let alone accepted in the industry he studied. Our practically-oriented readers will decide for themselves, after perusing Turnbull’s statistics, whether the philosophy of the integrated communications approach should, or can, be fostered and their written comment would be appreciated. One comment from the Editorial Board is that it is very refreshing these days to receive such “nitty gritty,” potentially useful, output from a University Research Fellow.