THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATIONS
Journal Title: Вісник соціально-економічних досліджень - Year 2015, Vol 1, Issue 56
Abstract
The article elaborates the basic provisions of the scientific and methodical approach to the formation of integrated marketing communications program for the promotion of various products/services of companies. Formation of IMC program provides a sequence of 12 stages of action, the specificity of which is determined by the characteristics of economic activity of enterprise. To justify the choice of the method of IMC enterprises program development the matrix of correspondence of the type of a market entity to IMC program in terms of efficiency is offered. Depending on the implementation term of the IMC programs they are divided into three types: short, medium and long term. It is justified that the choice of appropriate tools and channels of marketing communications depends on the involvement of consumers in relation to the characteristics of the goods, as well as the tools themselves and promotion channels.
Authors and Affiliations
Iryna Shkurupska
Keywords
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