Ефективність просування товарів та брендів: роль маркетингових комунікацій
Ключові слова:
маркетингові комунікації, бренд, аватар клієнта, просування, канали комунікацій
Анотація
In the article features and role of marketing communications, particularly in the aspect of influence and interaction between categories “brand”, clients-consumers of brand’s products are considered. The specifics of companies’ activities in the field of communications are studied. There are considered tasks and elements of formation of marketing communications policy in this paper. The characteristic of the basic means of a complex of advancement, as a program of enterprises’ marketing communication are given. It is substantiated that the client’s avatar is the basis for the formation of marketing communications. There are made appropriate conclusions, regarding the further improvement of marketing communications at the enterprise.
Посилання
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2. Zozulov, O.V. & Poltorak, O.V. (2014). Zastosuvannia kraud-tekhnolohii v marketynhovii diyalnosti pidpryiemstv [Application of crowd-technology in marketing activities of enterprises]. Ekonomichnyi Visnyk NTUU “KPI”, 11, pp. 422-429 (in Ukrainian).
3. Pavlenko, A.F., Voichak, A.V. & Prymak, T.A. (2005). Marketynhovi komunikatsii: suchasna teoriia i praktyka [Marketing communications: modern theory and practice]. Kyiv: KNEU, 408 p. (in Ukrainian).
4. Pocheptsov, H.H. (1999). Teoriia komunikatsii [Theory of communication]. Kyiv: “Kyivskyi universytet”, 308 p. (in Ukrainian).
5. Dibrova, T.H. (2009). Marketynhova polityka komunikatsii: stratehii, vitchyzniana praktyka: navchalnyi posibnyk [Marketing policy of communications: strategies, domestic practice: tutorial]. Kyiv: Vydavnychyi dim “Profesional”, 320 p. (in Ukrainian).
6. Kotler, F. & Kaslione, J. (2009). Khaotyka: upravlinnia ta marketynh v epokhu turbulentnosti [Chaotics: management and marketing in the era of turbulence]. Kyiv: Khimdzhest, PLASKE. 208 p. (in Ukrainian).
7. Yudina, N.V. (2011). Sytuatyvnyi pidkhid do upravlinnia reklamnoiu diialnistiu [Situational approach to advertising management]. Visnyk Volynskoho Instytutu Ekonomiky ta Menedzhmentu, iss. 1. (in Ukrainian). Available at: http://www.nbuv.gov.ua/ portal/Soc_Gum/Vviem/2011_1/30.pdf
8. Kuzyk, O.V. (2014). Stratehichne upravlinnia marketynhovymy komunikatsiiamy na suchasnykh pidpryiemstvakh [Strategic management of marketing communications in modern enterprises]. Stratehiia ekonomichnoho rozvytku Ukrainy, 34, pp. 130-135 (in Ukrainian).
9. Voinarenko, S.M. (2011). Komunikatyvna polityka pidpryiemstv v suchasnykh umovakh [Communicative policy of enterprises in modern conditions]. Visnyk Khmelnytskoho Natsionalnoho Universytetu, 6, vol. 2, pp. 51-54 (in Ukrainian).
10. Poplavskyi, M. (2018). Brend-komunikatsiia yak sotsialne yavyshche [Brand communication as a social phenomenon]. Ukrainskyi informatsiinyi prostir (naukovyi zhurnal), 2, pp. 47-58. (in Ukrainian).
11. Lytvynova, V.V. & Liashchenko, A.V. (2018). Komunikatsiini stratehii u prosuvanni brendu [Communication strategies in brand promotion] / Zbiur artykułuw naukowych z Konferencji Miedzynarodowej Naukowo-Praktycznej “SCIENCE, RESEARCH, DEVELOPMENT #5”, Warszawa, pp. 117-122 (in Ukrainian).
12. Romat, Ye. (2016). Systema brend-marketynhovykh komunikatsii [Brand-marketing communication system]. Tovary i rynky, 1, pp. 16-25 (in Ukrainian).
13. Homolska, L.P. (2017). Sotsialne porivniannia ta katehoryzatsiia yak sotsialno-psykholohichni mekhanizmy brend-komunikatsii [Social comparison and categorization as socio-psychological mechanisms of brand communication]. Naukovyi Visnyk Khersonskoho Derzhavnoho Universytetu. Seriia: Psykholohichni nauky, 3 (2), pp. 160-164 (in Ukrainian).
14. Yang, J., & Battocchio, A.F. (2020). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management.
15. DeVries, H. (2019). What Is An Ideal Customer Avatar? Forbes, 25 Sep. Retrieved from: https://www.forbes.com/sites/henrydevries/what-is-an-ideal-customer-avatar/?sh=6554a5957327
16. Samsung lyubyat “umerennye ratsionalisty” – Eksperty issledovali psykhotipy potrebiteley [Samsung is loved by “moderate rationalists” – Experts have studied the psychotypes of consumers]. SOSTAV – proekt brendingovogo agentstva Depot WPF (in Russian). Retrieved from: https://www.sostav.ru/news/2012/12/05/samsung_racionalist
17. Sadek, H., Elwy, S. & Eldallal, M. (2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods. Journal of Business and Retail Management Research, 12(2), pp. 107-120.
18. Shklyayeva, H.O. (2014). Interaktyvni marketynhovi komunikatsii u menedzhmenti pidpryiemstva [Interactive marketing communications in enterprise management]. Ekonomichnyi nobelivskyi visnyk, 1(7), pp. 509-515 (in Ukrainian).
Опубліковано
2021-03-25
Як цитувати
Bondarenko Viktoriia Ефективність просування товарів та брендів: роль маркетингових комунікацій / Viktoriia Bondarenko, Oleksandr Khadartsev, Olesia Hryhorieva // Науковий журнал «Економіка і регіон». – Полтава: ПНТУ, 2021. – Т. (1(80). – С. 75-81. – doi:https://doi.org/10.26906/EiR.2021.1(80).2240.
Розділ
ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИ
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