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Journal articles on the topic 'Marketing channels of communication and promotion'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Suranbayeva, Tursunay Avazbek qizi. "MARKETING COMMUNICATION AND ITS RELEVANCE." Research and implementation 2, no. 4 (2024): 256–62. https://doi.org/10.5281/zenodo.10890401.

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The article is intended to highlight the importance of marketing communication and how it plays an important role in promoting a good product to your branding. F. Kotler, advertising, communication tools, 4p, brand, marketing channels, sales promotion, personal sales, direct marketing, sales, communication path, sponsorship, announcement, distribution

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Caciulan, Larisa Ruxandra, Laura Anca Mihart, Denisa Florena Vagner, Miruna Georgiana Vodislav, Larisa Ivascu, and Matei Tamasila. ""Evaluating the Impact of Promotional Activity on Marketing"." Scientific Bulletin of the Politehnica University of Timişoara Transactions on Engineering and Management 3, no. 1 (2023): 7–13. http://dx.doi.org/10.59168/brkq4924.

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Promoting is part of the marketing mix. The promotional activity communicates the benefits of the products or actions of potential and current customers. The tools used in the promotional mix are advertising, direct marketing, sales promotion, public relations, personal sale and sponsorship. This study carries out a marketing analysis to promote products with promoters. The study is based on questionnaire research and literature research. At the end of this article is developed a conceptual framework for intercourse with the client in promoting direct communication strategies by exploiting the

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Genchev, Evgeni, and Gergana Todorova. "Sales promotion activities – effective tool of marketing communication mix." Trakia Journal of Sciences 15, no. I (2017): 181–85. https://doi.org/10.15547/tjs.2017.s.01.033.

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A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. The purpose of the study was to interview 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective in

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Пальмов, С. В., Е. И. Болдова, and А. П. Полоскова. "Analysis of existing marketing communication channels." Regional and Branch Economy, no. 2 (April 30, 2024): 142–48. http://dx.doi.org/10.47576/2949-1916.2024.2.2.018.

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В статье рассматриваются существующие маркетинговые каналы коммуникаций, теоретические основы маркетинговых коммуникаций, их сущность, роль в продвижении. Дается анализ традиционных, цифровых маркетинговых каналов, а также интегрированных маркетинговых коммуникаций. Описываются факторы, влияющие на выбор каналов, оцениваются эффективность различных каналов, методы оптимизации бюджета. The announcement: this article examines the existing marketing communication channels. Theoretical foundations of marketing communications, their essence, role in promotion, analysis of traditional marketing chan

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Sofiyawati, Nenie. "STRATEGI PROMOSI TEBAR HEWAN KURBAN DOMPET DHUAFA DALAM PERSPEKTIF KOMUNIKASI PEMASARAN TERINTEGRASI." TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN 3, no. 3 (2023): 645–63. http://dx.doi.org/10.55047/transekonomika.v3i3.447.

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Integrated communication channels make it easier for the market to capture promotional messages. Mistakes in designing marketing communication strategies will have an impact on messages that cannot be conveyed. This can damage the company's image because the market cannot find the benefits of the product. This study aims to analyze the promotion strategy of the Dompet Dhuafa Sacrificial Animal Stocking program using the Integrated Marketing Communication (IMC) perspective presented by Philip Kotler and Gary Armstrong. This research applies a qualitative-inductive descriptive method using libra

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Zaruba, Viktor, and Irina Parfentenko. "Methods of using websites in integrated business promotion of enterprises." Economy of Industry 2, no. 94 (2021): 125–40. http://dx.doi.org/10.15407/econindustry2021.02.125.

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The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online co

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YEVSIEIEVA, Dina. "Marketing in war conditions of the country's: features of communication channel development." Economics. Finances. Law 9, no. - (2023): 78–81. http://dx.doi.org/10.37634/efp.2023.9.18.

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The paper considers the problem of building marketing communication channels in the conditions of the war in the country. The relevance of the problem is explained by the fact that the scientific literature does not cover the issue of building marketing communication channels in the conditions of martial law in the country in the digital age. The purpose of the paper is to study changes in marketing communications in the retail sector during wartime compared to peacetime. It was established that the development of information technologies led and leads to the emergence of new means of communic

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Nedeljković, Miroslav, Radomir Jovanović, and Goran Maksimović. "SELECTION OF MARKETING COMMUNICATION CHANNELS IN AGRIBUSINESS." Ekonomika poljoprivrede 71, no. 2 (2024): 639–51. http://dx.doi.org/10.59267/ekopolj2402639n.

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The aim of this study was to select the best marketing communication channel for a medium-sized agricultural company in the area of the city of Bijeljina by applying multi-criteria decision-making methods. Eight criteria were used for the research, and five communication channels were selected. The research on the importance of individual criteria was influenced by the commercial management of the company in question with their common attitude, i.e. assessment. The Entropy - MABAC method of multi-criteria decision-making was used for the methodology. The results show that the criterion of dive

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Nesterenko, Volodymyr. "Marketing Communications: Ongoing Trends and Options." Virtual Economics 4, no. 4 (2021): 21–32. http://dx.doi.org/10.34021/ve.2021.04.04(2).

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This article studies trends in the development of marketing communications as a result of business space transformation and the emergence of new values that are the main determinants of social development in the modern world. This article highlights the main preferences and expectations of users of different promotion channels, which provide the basis for predicting their further use and development. It studies the impact of advertising and promotion channels on the purchase by younger and older generation. Various channels of marketing communications are considered, including the most effecti

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Wang, Luyi, and Qiusheng Zhang. "The Integration of Traditional Channels with Emerging Marketing Channels, Taking Samsung as an Example." Journal of Economics and Public Finance 11, no. 1 (2025): p21. https://doi.org/10.22158/jepf.v11n1p21.

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This article analyzes the characteristics and pros and cons of traditional and emerging marketing communication channels, such as the wide reach of traditional channels and the strong interactivity of new digital channels. Methods to improve efficiency include precise targeting, multi-channel integration, data-driven optimization, and content innovation. Taking Samsung as an example, through precise targeting of the consumer group, integration of online and offline channels, using data to optimize promotion strategies, and combining innovative content, the company successfully shaped its brand

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Bernhardt, Jay M., Darren Mays, Doğan Eroğlu, and Katherine Lyon Daniel. "New Communication Channels: Changing the Nature of Customer Engagement." Social Marketing Quarterly 15, no. 1_suppl (2009): 7–15. http://dx.doi.org/10.1080/15245000902960924.

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Health communication and marketing professionals represent an exceptionally diverse field in their backgrounds and professional interests. A common factor among those who develop and implement health communication and marketing programs is the tactic of customer engagement. The widespread growth of new communication channels, however, has made it critical that health marketing professionals consider both new and traditional channels in developing health marketing programs to engage customers and deliver health information. Whereas there has been substantial progress in efforts to engage custom

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Lyu, Joanne Chen, Peiyi Huang, Nan Jiang, and Pamela M. Ling. "A Systematic Review of E-Cigarette Marketing Communication: Messages, Communication Channels, and Strategies." International Journal of Environmental Research and Public Health 19, no. 15 (2022): 9263. http://dx.doi.org/10.3390/ijerph19159263.

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Marketing plays a key role in increasing the popularity of e-cigarettes. We conducted a systematic review of the existing literature published between 2003 and 2019 in eight databases to describe e-cigarette marketing communication messages by communication channels and marketing communication strategies. Forty-one articles were included in the analysis after screening. Ten key messages were identified. Cessation and health-related benefits (each n = 31, 75.6%) were the most reported marketing communication messages, followed by sociability/lifestyle and use experience. The Internet (n = 35, 8

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Subaldan, Pindy, and Aswad Ishak. "Digital Integrated Marketing Communication (DIMC) Bantul events in communicating cultural events." Symposium of Literature, Culture, and Communication (SYLECTION) 2022 3, no. 1 (2023): 131. http://dx.doi.org/10.12928/sylection.v3i1.13951.

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Technological advances are developing rapidly, making technology a tool or system that makes daily activities easier the ability to adapt and innovate quickly. Bantul events applies several Digital Integrated Marketing Communication (DIMC) tools to communicate cultural events by creating Digital Advertisements through digital media channels such as Instagram, Facebook, TikTok and Twitter with the account name @bantuleventsid. This research aims to find out how Bantul events implements Digital Integrated Marketing Communication (DIMC) to communicate cultural events in Bantul Regency through dig

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Krayneva, R. K., and D. S. Podgornova. "Modern Communication Tools for Promoting Russian Brands." Humanities and Social Sciences. Bulletin of the Financial University 14, no. 2 (2024): 66–74. http://dx.doi.org/10.26794/2226-7867-2024-14-2-66-74.

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In the modern world, domestic entrepreneurs build their business using social networks. Especially during the Covid-lockdown event marketing became a priority way of interaction and promotion, which can increase brand awareness and audience engagement and reassure brand loyalty through emotions evoked with shows and events. Today, as organizations return back offline work mode, companies should use the successful experience of employing digital communication models, combining them with traditional ones. Firms need to analyze successful promotional practices used during the of pandemic 2020–202

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Todorova, Gergana, and Georgi Zhelyazkov. "Impact of marketing communication mix on business results of SMEs." SHS Web of Conferences 120 (2021): 02016. http://dx.doi.org/10.1051/shsconf/202112002016.

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Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising,

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Ledford, Christy J. W. "Changing Channels." Social Marketing Quarterly 18, no. 3 (2012): 175–86. http://dx.doi.org/10.1177/1524500412460671.

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Many health promotion campaigns are designed to communicate complex, potentially ambiguous messages. The strategic communication stages of formative research, strategy, tactics, and evaluation provide campaign guidance for communicating messages, but less direction is available for the specific tactics of channel selection and message delivery. The research question explored here is what channel characteristics should campaign designers consider and assess when selecting the most effective channels for disseminating their messages. A review of extant literature of channel selection theory info

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Parwitasari, Nur Aini. "Komunikasi Pemasaran Teras Bocimi Kafe Dalam Meningkatkan Jumlah Konsumen Di Masa Pandemi." Jurnalika : Jurnal Ilmu Komunikasi 7, no. 1 (2023): 11–31. http://dx.doi.org/10.37949/jurnalika7139.

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Integrated Marketing Communications (IMC) is a concept in which a company integrates and coordinates various marketing communication channels to send clear, consistent, and attractive messages about the company and its products. Marketing communication to consumers by the management of Teras Bocimi Café will be more measurable and planned. This research uses qualitative and descriptive methods. The qualitative research approach uses 6 dimensions to implement marketing communication in Teras Bocimi Café, namely direct marketing, promotion, public relations and publicity, personal selling, word-

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Leonova, Julia G., and Nikolay M. Tciselskii. "OWN COMMUNICATION CHANNELS AS A WAY TO PROMOTE A TRADE ORGANIZATION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2/2, no. 143 (2024): 80–88. http://dx.doi.org/10.36871/ek.up.p.r.2024.02.02.008.

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The article discusses one of the important areas of marketing work within a trade organization – communication with the consumer. It is emphasized that interaction with the target audience through its own communication channels helps to achieve many management goals facing a modern trade organization. The Russian retail sector is growing rapidly, new forms are emerging, and various sales channels are developing. The high level of market competition encourages trade organizations to actively use marketing promotion tools that generate customer interest and loyalty. The transformational processe

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Widjaja, Gunawan. "What Experts Tell about Integrated Marketing Communication for Effective Business Promotion and Sale Strategy." Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 5, no. 1 (2022): 48–62. http://dx.doi.org/10.31538/iijse.v5i1.1661.

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The expert’s study about integrated marketing communications for promotion and sales strategies ineffective business activities is the main objective of this study. We address the core gap here through a literature review that addresses integrated marketing communications in sales and promotions in every business. We found data from more than 50 articles on the economics of marketing and business communications in sales and promotion. After we found the data, we studied it comprehensively under the phenomenological approach to finding findings or answers that were valid and believed to be vali

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Yurii, Chaplinskyі, and Bozulenko Olena. "STRATEGIC MARKETING COMMUNICATION TOOLS FOR RESTAURANT BUSINESS ENTERPRISES." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS II, no. 94 (2024): 168–80. https://doi.org/10.34025/2310-8185-2024-2.94.11.

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The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the

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Kutenkov, Evgeniy I. "PROMOTION OF ESPORTS EVENTS AS A MARKETING TOOL." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2/11, no. 155 (2025): 145–50. https://doi.org/10.36871/ek.up.p.r.2025.02.11.019.

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Esports is rapidly developing and becoming increasingly popular all over the world. To successfully hold esports events, it is necessary to carefully plan and implement promotion strategies as one of the marketing tools. This article discusses the key aspects and methods of promoting esports events, as well as their impact on the audience. The main promotion methods include the use of social networks, partnerships with media, content marketing, email newsletters, organizing promotions, video marketing and influencer marketing. These methods allow you to increase reach, increase interest and aw

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Burrell, Darrell Norman, Aikyna Finch, Eugene J. M. Lewis, Maurice Dawson, and Karen D. Bovell. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges." International Journal of Innovation in the Digital Economy 12, no. 2 (2021): 32–47. http://dx.doi.org/10.4018/ijide.2021040103.

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Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a

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Chernobrovkina, Svitlana, and Viktoriia Voznenko. "MARKETING COMMUNICATIONS IN THE PROMOTION OF THE BEAUTY SALON." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 5 (October 2, 2024): 38–42. https://doi.org/10.20998/2519-4461.2024.5.38.

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The article explores the unique features of marketing communications for beauty salons in the highly competitive beauty industry in Ukraine. It highlights the importance of strategic marketing as a pivotal factor in the success of both new entrants and established players in the market. Contemporary trends in marketing communications are analyzed, with a particular focus on the increasing significance of digital media as an effective means for salons to reach diverse audience segments. The study underscores the importance of segmentation strategies that address regional market distinctions and

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I. Novytska. "Digital Marketing as a Technology for Promotion of Organic Products." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 196–200. http://dx.doi.org/10.37405/1729-7206.2019.2(37).196-200.

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The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other d

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Singh, Padmalini, Divya S, Lim Chee Shan, et al. "A Study on Successful Brand Promotion Strategy of Coway." Journal of The Community Development in Asia 4, no. 1 (2021): 78–87. http://dx.doi.org/10.32535/jcda.v4i1.1000.

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The innovation of industrial technology is growing rapidly every day. One of them is The Coway company which produce air purifier and water purifier, whose main vision is to preserve an environment. This company has branches in India and Malaysia. For our research study, we have considered consumer products such as air purifier and water purifiers with marketing communication channel which will affect public’s buying behavior on Conway products. There are various marketing promotion channels to be used by companies and however, the best way to reach the customers are always challenging. This s

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Rahmaditya, Ray Riza Ghani, and Rahmawati Zulfiningrum. "Promotion of Central Java Tourism via the Central Java Disporapar Instagram Account." QISTINA: Jurnal Multidisiplin Indonesia 3, no. 1 (2024): 177–90. http://dx.doi.org/10.57235/qistina.v3i1.2114.

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Central Java has a variety of interesting tourism destinations for tourists to visit. Central Java Disporapar carries out tourism promotions by utilizing Instagram media as a promotional tool. This research uses the theory of Technological Determination which focuses on: 1) Changes in Human Technology, 2) Changes in Various Communications, 3) The Emergence of Communication Equipment by Humans. Supported by the 7P Promotion Mix theory (Promotion Mix), namely 1) Service Provider. 2) Process. 3) Physical Support Facilities. 4) Products. 5) Price. 6) Distribution Channels. 7) Promotion. This resea

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Tetyana, Tetyana. "Startup marketing: features, digital tools, and promotion channels." Marketing and Digital Technologies 1, no. 7 (2023): 107–19. http://dx.doi.org/10.15276/mdt.7.1.2023.8.

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The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves ex

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Tomar, Tarun. "Sales and Marketing Promotion." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50583.

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Abstract- This paper researches on the different methods of sales and marketing promotions that are used by companies and the impacts of these practices to consumer behavior and business development. The study will allow exploring the consumer choice, purchase intention, and brand loyalty by comparing both customary and online promotional techniques including discounts, coupons, loyalty programs, and social media advertising. The results obtained through a structured questionnaire (60 respondents) indicate that the choice of buying a product is strongly influenced by promotional techniques and

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Syafa Aziz Syaputra, Hasbullah Azis, and Rahmat Wisudawanto. "Integrated Marketing Communication dalam Mempromosikan Wisata Waduk Gajah Mungkur di Era Digital." TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora 2, no. 4 (2024): 212–38. http://dx.doi.org/10.47861/tuturan.v2i4.1304.

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Tourism plays a crucial role as a key driver of economic growth and national development, making the planning and promotion of this sector essential. This study aims to analyze the Integrated Marketing Communication (IMC) strategies implemented by DISPORA in promoting tourism at the Gajah Mungkur Reservoir in the digital era. A qualitative approach was employed to illustrate the IMC strategies used to attract visitors. The findings of the study indicate that DISPORA's IMC strategy has been successful in building a strong brand image and attracting tourists through word-of-mouth marketing, soci

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PRAKASH, SHAKTI. "Viral Marketing: Word of Mouth To Word of Mouse Marketing Communication." Research Fronts 8 (June 7, 2018): 98. https://doi.org/10.5281/zenodo.14657854.

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<strong>Abstract</strong> Viral marketing is a technique of reaching customers through social media and other platforms on the internet. It is like traditional word-of-mouth communication but assisted by the internet. The use of internet makes it fast and if used properly may bring great profit with little or no expenses as most of the channels used in viral marketing are free and therefore good for those organizations which have very limited budgets for promotion. The reason for the great success of viral marketing is the change in customer buying behavior these days. Presently customers usua

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Malathy, M. "A Study on Marketing Strategies For Primary Healthcare Services In Chengalpattu District." Journal of Neonatal Surgery 14, no. 8S (2025): 717–23. https://doi.org/10.52783/jns.v14.2597.

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Marketing plays a crucial role in enhancing the reach and effectiveness of primary healthcare services. This study examines the impact of marketing strategies, particularly social media marketing, on promoting primary healthcare services in Chengalpattu District. Data analysis was conducted using various statistical tools, including Chi-Square tests, One-Way ANOVA, and Weighted Average Method (WAM), to assess the relationship between marketing channels and patient engagement. The findings reveal that most respondents (63%) strongly agree that social media marketing is a significant factor in p

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Galieva, G. F., S. V. Plyasova, T. V. Koryakina, and S. A. Trufanova. "Strategic and Operational Marketing Solutions and Their Role in the Company's Activities." Proceedings of the Southwest State University. Series: Economics. Sociology. Management 14, no. 2 (2024): 34–46. http://dx.doi.org/10.21869/2223-1552-2024-14-2-34-46.

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The relevance of the research is determined by the search for effective tools to increase the competitiveness of enterprises in the digital environment.The purpose of the study is to analyze the impact of strategic and operational marketing actions on the activities of modern enterprises, as well as to provide practical justification for ways to increase their effectiveness in building actions in an online environment.The objectives of the study are related to the disclosure of the content and features of the implementation of strategic and operational marketing solutions of the enterprise; cr

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Veller, A. O. "Prospects for Using Omnichannel Communications in Promoting Whine Brands." Communicology 13, no. 2 (2025): 90–105. https://doi.org/10.21453/2311-3065-2025-13-2-90-105.

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The article is devoted to the study of features and perspectives of the implementation of omnichannel approach to the management of wine brand communications. The main objective of this work is to consider the concept of omnichannel communications in relation to the wine industry enterprises, as well as to analyse the possibilities of using the omnichannel approach in the modern Russian wine industry. Monitoring of scientific literature has shown a complete absence of both Russian-language and international studies focused on the study of omni-channel approach to wine brand communications, whi

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Risteska, Jasmina. "PROMOTIONAL ACTIVITIES AS A MARKETING TOOL FOR TOURISM DEVELOPMENT." Knowledge International Journal 31, no. 1 (2019): 305–10. http://dx.doi.org/10.35120/kij3101305r.

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Tourism as the main driver and pillar of the socio-economic development of the developed and the underdeveloped countries is a powerful economic segment for economic development. The rapid pace of tourism development has contributed to a number of countries to take strong steps towards development and more serious treatment. The effects of tourism are mainly perceived through the increase in the foreign exchange inflow, improvement in the balance of payments, creation of new jobs and growth of investments. The dynamic growth and development as well as the significance of the tourism industry h

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Troitskaya, Natalia. "Journey between Channels: Building Customer Experience in a Digital Environment." Ideas and Ideals 16, no. 3-2 (2024): 333–47. http://dx.doi.org/10.17212/2075-0862-2024-16.3.2-333-347.

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In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and ana

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Kant, Shashi, and Adugna Asefa Elema. "Promotion Mix Tools Relevance for Marketing in Ethiopia: Literature Appraisal." RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW 1, no. 2 (2023): 56–68. http://dx.doi.org/10.56778/rjslr.v1i2.110.

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Promotion Mix is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact. IMC can offer assistance in facilitating and delivering reliable messages over different channels of communication. The concept is particularly important in that it places incredible emphasis on the significance of the promotion mix. The objectives of the meta-analysis literature review are to examine I

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Kalla, Neelam. "Marketing Communication Mix of Government of Rajasthan for Various Healthcare and Family Welfare Schemes: A Case Study of Western Rural Rajasthan." International Journal of Social Sciences and Management 3, no. 2 (2016): 135–40. http://dx.doi.org/10.3126/ijssm.v3i2.14810.

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For a marketing professional both promotion and communications are essential. In fact, without effective marketing communications the consumer stay uninformed of products and services they need, which can be satisfying their needs and necessities competently. Past researches show that the key factor behind the failure to implement the schemes effectively is lack of awareness among the potential beneficiaries. In the present study research has undertaken an endeavor to analyze the prevailing means and channels of communication and investigate their effectiveness. The paper discusses the effecti

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Duhalm, Simona. "MARKETING COMMUNICATION IN THE INTERNET." STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 13 (December 17, 2008): 39. http://dx.doi.org/10.29358/sceco.v0i13.15.

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Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to

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Yatskivska, A. "Social networks as an effective tool of business promotion in the world." Society and Security, no. 1(2) (April 17, 2024): 34–39. http://dx.doi.org/10.26642/sas-2024-1(2)-34-39.

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The article discusses the main aspects of using SM as an effective way to promote your business. Data on the use of social networks are considered. Recently, marketing communications have acquired a new direction of activity. The global spread of social media, especially social networks, has led to increased online competition among companies. Traditional media channels such as outdoor advertising, print publications, television, etc. are mainly used to inform consumers about new products and their exceptional quality. However, today, with the development of media, online advertising has taken

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Vynogradova, Olena, Nataliia Nedopako, and Olha Kryzhko. "Formation and development of the concept of digital marketing." Socio-Economic Problems and the State 25, no. 2 (2021): 162–70. http://dx.doi.org/10.33108/sepd2022.02.162.

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The digital age has not only simplified many everyday tasks for us, such as communication, work or information retrieval, but has also provided many opportunities for business promotion. Due to the convenience, speed, and popularity of digital channels, their use in business to communicate with the target audience has grown into a separate type of marketing - digital marketing. Currently, there are many ways to influence the potential audience of companies, but the most popular and effective is this type of marketing, which determines the relevance of our topic. The article has a theoretical,

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Трубникова, В. В., Л. А. Афанасьева, М. А. Гребенникова, Ю. А. Пахомова, and А. С. Ламыкина. "Features of the promotion of educational services of the university." Экономика и предпринимательство, no. 1(126) (March 12, 2021): 659–64. http://dx.doi.org/10.34925/eip.2021.126.01.127.

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В статье дана характеристика развития рынка образовательных услуг, которое обусловило необходимость использования в этой сфере маркетингового инструментария. Представлены достоинства и недостатки наиболее популярных каналов маркетинговых коммуникаций и инструментов продвижения. Доказана необходимость использования современных каналов коммуникации для взаимодействия с целевой аудиторией. На примере регионального вуза проведена оценка использования инструментов продвижения в сети интернет и предложены направления совершенствования этой деятельности. The article describes the development of the e

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Kozak, Kateryna, Roman Bakay, and Roman Leyzerovych. "Integrated marketing communications as a tool for enhancing customer loyalty." Actual problems of innovative economy and law 2025, no. 3 (2025): 82–86. https://doi.org/10.36887/2524-0455-2025-3-17.

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This article examines the role of integrated marketing communications in promoting customer loyalty. The research aims to analyze and summarize existing theoretical and methodological foundations related to integrated marketing communications and substantiate their role in building customer loyalty. The article examines the theoretical and methodological aspects of integrated marketing communications as a crucial tool in modern marketing. It presents various scholarly perspectives on defining integrated marketing communications, emphasizing the importance of consistency and coordination across

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Koldyshev, Maxim. "INDUSTRIAL (B2B) MARKETING OF GLASS COMPANIES: MOBILE APPLICATIONS AS A SALES PROMOTION TOOL." Three Seas Economic Journal 1, no. 3 (2020): 46–52. http://dx.doi.org/10.30525/2661-5150/2020-3-8.

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The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodolog

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Исаенко, В. А., та И. В. Роздольская. "Актуализация роли каналов цифровой коммуникации в реализации маркетинговых целей". Экономика и предпринимательство, № 4(177) (16 березня 2025): 774–77. https://doi.org/10.34925/eip.2025.177.4.131.

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В статье охарактеризованы особенности и преимущества коммуникационных каналов цифрового маркетинга. Сформирован состав маркетинговых целей и показана роль каналов в их комплексной реализации. Представлены основные метрики цифрового продвижения продукта по стадиям взаимодействия с пользователями маркетинговых каналов коммуникации в концепте модели AIDA. Результаты исследования могут быть востребованы маркетологами при выборе оптимальных каналов цифровой коммуникации с целевыми потребителями на рынке электронной коммерции. The article describes the features and advantages of digital marketing co

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T, K. Sateesh Kumar, and Guru Basava Aradhya S. "A Study on Impact of Communication Flow in Channel of Distribution of Lighting LED Industry in Bangalore." Shanlax International Journal of Arts, Science and Humanities 6, S1 (2018): 72–79. https://doi.org/10.5281/zenodo.1403589.

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Distribution is one of the four essential component of the marketing mix, the other three are product, pricing and promotion. This marketing mix is also discussed and referred as the four Ps of marketing, and‘distribution’ is here called physical distribution or place. One of the function performed by channel is ‘communication’. The study on marketing channel communication comprises the relationships between: (1) standards of information/communication sharing and communication flows of frequency, bi-directionality, and formality, (2) commun

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Shalman, Tetiana, Vitalii Kornieiev, Nadiia Bilan, Tetiana Glushkova, Alla Bashuk, and Margaryta Netreba. "Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic." Academic Journal of Interdisciplinary Studies 11, no. 2 (2022): 1. http://dx.doi.org/10.36941/ajis-2022-0031.

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The research explores the Ukrainian TV market, where major TV channels are owned by the four large media groups and are marked by peculiar branding and promotional activities. It is their branding and promotion strategies during the coronavirus pandemic that the article focuses on. To achieve this, the authors employ a systematic analysis to a sample of the leading Ukrainian channels’ broadcasting as well as to examine, in particular, their branded programs and their extensions on digital platforms launched by the media channels in order to facilitate their communication with audiences. The re

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Gheorghița, Angela. "BIBLIOTECA UNIVERSITARĂ ÎN MEDIUL INFORMAȚIONAL: MODALITĂȚI ȘI MIJLOACE DE PROMOVARE." Magazin Bibliologic 1/2, 2021 (March 25, 2021): 190. https://doi.org/10.5281/zenodo.4636966.

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Today the libraries establish principles of their own development taking into account global trends, combining several paradigm models, keeping pace with the transition to digital communication. The new trends are important and beneficial for development of library marketing strategies, add value to general policy of the institution to meet current users and attract potential users. Marketing strategies and communication policies represent necessity relevant to major changes. It goes about the channels through which messages are transmitted and of content that should be adapted for new types o

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Belikova, Olena, Inna Fomichenko, Victoriia Shashko, and Yuliia Nikolaieva. "Trends in Digital Marketing as an Innovative Tool for Enterprise Management." Herald of the Economic Sciences of Ukraine, no. 2(39) (2020): 133–38. http://dx.doi.org/10.37405/1729-7206.2020.2(39).133-138.

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The article considers the features of digital marketing in modern business conditions. Channels and basic methods of digital marketing are given. Among the trends of 2018-2019 are online video, native advertising, personalized content, smart advertising with big data, community development. The components that include digital marketing (content, design, statistics) are identified. The advantages of digital marketing in enterprise management are determined. The volume of digital advertising of the advertising and communication market of Ukraine is investigated. The necessity of development of m

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Berezyuk, Vitaliy, and Andriy Donets. "Marketing communications in the Internet environment: the essence and problems of integration." Marketing and Digital Technologies 1, no. 7 (2023): 120–27. http://dx.doi.org/10.15276/mdt.7.1.2023.9.

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The aim of the article. The purpose of this article is to specify and update the categorical apparatus respecting Internet marketing, based on the authors' approach to the classification of integrated marketing communications on the Internet. Furthermore, the authors determine key indicators of success in the implementation of integrated promotion models at enterprises. Analyses results. The article is designed to research the essence of the categories "Internet marketing" and "Internet communication". These categories were analyzed and clarified from the perspective of their systematic connec

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Lestari, Diana Muji, Inngamul Wafi, and Solihun. "IMPLEMENTASI BAURAN KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN DI UD. MEKAR CHANDRA JAYA MAJENANG." Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi 1, no. 1 (2023): 45–55. https://doi.org/10.62387/hatta.v1i1.125.

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The rapid development of the automotive industry in Indonesia has made the level of competition even tighter, especially in the motorcycle industry. This needs to be done so that companies can work for other people to be able to compete in the free market. Therefore, companies compete in promotional media. UD. Mekar Chandra Jaya Majenang is one of the official HONDA dealers in collaboration with the FIF Group leasing company. UD. Mekar Chandra Jaya Majenang requires communication between companies and consumers that can be used to introduce products or services by using and implementing a mark

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