CHARACTERISTICS OF ELEMENT COMPLEX OF MARKETING COMMUNICATIONS
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 5, Issue 61
Abstract
The article describes the elements of the complex of marketing communications. The stages of an advertising campaign are revealed and analyzed. The article presents the disadvantages and advantages of the main means of advertising. Personal sales are an effective element of the product promotion complex, because the company does not need to formulate messages for the consumer in advance; the sales representative in the process of communication can assess the needs of the consumer and accordingly formulate an appeal to him, evaluate his reaction and accordingly change his strategy; if the sale of the goods did not occur, then in the immediate contact the buyer learns about the goods and later can buy it. The technology of personal sales involves choosing the method of selling. It can be: business negotiations, presentations, telemarketing, multi-level marketing, demonstrations, etc. For successful work in the market the company is not enough to develop a quality product and establish an affordable and affordable price for target consumers. Companies should also convey information to their customers and carefully select such information. For this purpose, the company has a comprehensive marketing communications system. Often, marketing communications are identified with the promotion of products, which leads to a false understanding of their essence and, as a consequence, to the inappropriate use of the potential of marketing communications in the market activity of enterprises.
Authors and Affiliations
N. V. Kovalenko, Y. Y. Yurchenko
Keywords
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