CHARACTERISTIC OF THE COMPLEX MARKETING COMMUNICATIONS ELEMENTS
DOI:
https://doi.org/10.18372/2306-1472.71.11757Keywords:
marketing, communications, marketing activities management, advertising, businessAbstract
Purpose: The purpose and objectives of the article are detailed characterization of marketing communication’s elements and characteristics of synthetic and communications. Methods: The stages of the campaign and main advantages and disadvantages of advertising have been disclosed and analyzed in the article. The marketing communication and some elements of marketing communications, the issues of formation and development of the theory of marketing communications have been studied. Results: This article describes the elements of marketing communications factors and basic tools of marketing communications: advertising, personal selling, complex sales promotion, publicity and public relation, direct marketing. Discussion: Companies must also transmit information to customers and carefully carry out selection of such information. For this order is a complex system of marketing communications. Often marketing communications identified with the products promotion which leads to a false understanding of the nature and, consequently, to the irrational use potential of marketing communications in market activity.
References
The Verkhovna Rada of Ukraine (2004), The Law of Ukraine „Pro zakhyst vid nedobrosovisnoi konkurentsii”, available at: http://zakon2.rada.gov.ua/laws/main/236/96-%D0%B2%D1%80 (Accessed 20 March 2016). (In Ukrainian)
Golubkova E. N. (2008) Marketingovye kommunikatsii [Marketing communications]. Moscow, Finpress, 304 p. (In Russian)
U. Uells, Dzh. Bernet, S. Moriarti (2005). Reklama: printsipy i praktika/Per. s angl. pod red. S.G.Bozhuk [Advertising: Principles and Practice]. Saint Petersburg, 800 p. (In Russian)
Orlova T. M. (2005) „Pablik rileishnz” i reklama v sisteme marketinga ["Public relations" and advertising in the marketing system]. Marketing v Rossii i za rubezhom, no.3, pp.20-28. (In Russian)
Pavlova V. A., Ryzhkova H. A. (2008) Planuvannia marketynhovykh komunikatsii yak sposib pidvyshchennia konkurentospromozhnosti pidpryiemstva [Planning of marketing communications as a way to enhance the competitiveness of enterprises]. Rehionalni perspektyvy, no.9-10, pp.37-38. (In Ukrainian)
OECD. Strategic Transport Infrastructure Needs to 2030 (2012) OECD Publishing, no. March 21, 248 p.
Andre de Palma, Robin Lindsey, Emile Quinct, Roger Vickerman (2011). A Handbook of Transport Economics. Elgar Original Reference, Edward Elgar Pub, no. December 31, 928 p.
Oswald A. J. (2011). Mascarenhas. Business Transformation Strategies: The Strategic Leader as Innovation Manager (Response Books). Sage Publications Pvt. Ltd, no. February 14, 668 p.
Michael J. Leiblein, Arvids A. Ziedonis. (2011). Technology Strategy and Innovation Management. Strategic Management Series, Edward Elgar Pub., no. June 29, 592 p.
P. Wiefels (2002). What is marketing communication (MarCom)? // Available at: https://www.marsdd.com/mars-library/what-is-marketing-communication-marcom (Accessed 02 March 2016).
Mohr J., Nevin J. (2014). Communication strategies in marketing channels. Journal of Marketing, no. October, pp. 36–51.