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Journal articles on the topic 'Means of marketing communications'

Author: Grafiati

Published: 28 May 2022

Last updated: 30 July 2025

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1

Sonnenberg, Frank, and Tammy Mitchell. "Marketing Communications: A Means to an End." Journal of Business Strategy 7, no. 4 (1987): 81–86. http://dx.doi.org/10.1108/eb039179.

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Antonova, Irina Yu. "INTEGRATED MARKETING COMMUNICATIONS AS A TOOL FOR PRODUCT PROMOTION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 12/10, no. 141 (2023): 166–71. http://dx.doi.org/10.36871/ek.up.p.r.2023.12.10.016.

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In market conditions, an important factor of high competitiveness is the development of an effective marketing mix, one of the main elements of which is communication policy. Advertising, sales promotion, relationships with the public, direct marketing are the main means of marketing communications of an enterprise. Synthetic means of the marketing communications system, such as branding, sponsorship, participation in exhibitions and fairs, also have a great influence on the promotion of goods. They can be used separately, but it is better to create a system of integrated marketing communicati

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Utomo, Liem Devina, and Farid. "EXHIBITION AS PART OF MARKETING COMMUNICATION PT. INNOWARE INDONESIA." International Journal of Application on Social Science and Humanities 1, no. 1 (2023): 1–8. http://dx.doi.org/10.24912/ijassh.11.1-8.

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PT. Innoware Indonesia is a manufacturing company that produces plastic packaging products. Every company has their way of doing marketing communications. Research titled "Exhibition As Part of Marketing Communications PT. Innoware Indonesia” aims to find out how PT. Innoware Indonesia held an exhibition as part of marketing communications. The method used in this research is qualitative with a case study approach. To support this research, the author uses the theory of marketing communication, persuasive communication, and event marketing. In obtaining the data, the author uses the method of

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Dronova, Tetiana, and Yuliia Horiashchenko. "Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies)." VUZF Review 7, no. 2 (2022): 143–51. http://dx.doi.org/10.38188/2534-9228.22.2.15.

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The article presents a critical analysis of the bank’s marketing means of communication with consumers in the conditions of economic and classical war. In particular, the tools of interactive marketing, marketing tasks to increase loyalty to the brand and its products, raising audience awareness, the use of innovative Internet acquiring systems are analyzed. The differences between the uses of marketing tools by financial institutions from purely economic ones are given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The marketing activity of the leading

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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ". State and Regions. Series: Social Communications, № 1(41) (10 березня 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.

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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their st

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ОЧИРОВА, Б. Э., Р. А. КОЛЛИНЗ, Е. А. КУЗНЕЦОВА, et al. "FOREIGN VOCABULARY AS A MEANS OF MARKETING COMMUNICATION." Экономика и предпринимательство, no. 10(159) (December 4, 2023): 1472–75. http://dx.doi.org/10.34925/eip.2023.159.10.299.

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Исследование посвящено достоинствам и применению иностранной лексики в коммуникации маркетинговой деятельности. Применение иностранной лексики формирует уникальность бренда, связанное с разнообразием рынка и изготовлением иной продукции. Приведены примеры фирм, применяющие иностранные фразы в маркетинговой коммуникации. The study is devoted to the advantages and use of foreign vocabulary in communication of marketing activities. The use of foreign vocabulary creates the uniqueness of the brand, associated with the diversity of the market and the manufacture of other products. Examples of compa

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VOSKRESENSKA, O. Ye, A. V. SOFIIENKO, N. A. VLASENKO, and O. V. KOKORIEVA. "THE RESEARCH OF THE INFLUENCE OF MEANS OF MARKETING COMMUNICATIONS ON THE TOURIST ENTERPRISES COMPETITIVENESS." Economic innovations 23, no. 3(80) (2021): 64–71. http://dx.doi.org/10.31520/ei.2021.23.3(80).64-71.

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Topicality. Today, the tourism industry is facing a number of specific problems related to the pandemic. Development and support of tourism in our country is a priority because this industry makes a significant contribution to the development of our country. Therefore, increasing the competitiveness of tourism enterprises is a strategic task today. At the same time, the tourist resources that our country has are used irrationally. Tourism companies do not use marketing management at the appropriate level. Importantly, marketing communications involve not only the impact of the company on the c

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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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YAKUBENKO, Yuliia, and Serhii KOBERNIUK. "TOOLS FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES USING MARKETING COMMUNICATIONS." Herald of Khmelnytskyi National University. Economic sciences 316, no. 2 (2023): 274–80. http://dx.doi.org/10.31891/2307-5740-2023-316-2-44.

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The general composition of the marketing toolkit of enterprises is summarized. The goal of the study was the formation of tools for increasing the competitiveness of agricultural enterprises by means of marketing communications. The place of marketing communications of enterprises in the general system of the marketing mix is shown. The general criteria of competitiveness of agricultural enterprises are outlined. The directions and means of using marketing communications in order to strengthen the competitiveness of agrarian business entities have been determined, in particular by groups: (1)

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YAKUBENKO, Yuliia, and Nataliya POLYOVA. "TOOLS FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES USING MARKETING COMMUNICATIONS." Herald of Khmelnytskyi National University. Economic sciences 314, no. 1 (2023): 266–72. http://dx.doi.org/10.31891/2307-5740-2023-314-1-40.

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The general composition of the marketing toolkit of enterprises is summarized. The goal of the study was the formation of tools for increasing the competitiveness of agricultural enterprises by means of marketing communications. The place of marketing communications of enterprises in the general system of the marketing mix is shown. The general criteria of competitiveness of agricultural enterprises are outlined. The directions and means of using marketing communications in order to strengthen the competitiveness of agrarian business entities have been determined, in particular by groups: (1)

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Chaplinskyі, Yuriy, and Olena Bozulenko. "ADVERTISING SUPPORT FOR LOYALTY IMPLEMENTATION." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS III, no. 83 (2021): 68–79. http://dx.doi.org/10.34025/2310-8185-2021-3.83.05.

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The loyalty program is an important element of the marketing communication activities of the enterprise, so its implementation should be based on the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning, related to the need to assess the strategic role of individual areas and find the optimal combination to ensure clarity, consistency and maximize the impact of communication programs through seamless integration of all individual appeals. That is, the loyalty program must be integrated with other elements of the m

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Chernobrovkina, Svitlana. "CONSTRUCTION OF THE HIERARCHY OF COMMUNICATION MEASURES FOR MACHINE-BUILDING ENTERPRISES OF UKRAINE." Economic Analysis, no. 29(2) (2019): 95–101. http://dx.doi.org/10.35774/econa2019.02.095.

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Introduction. Information about the quality and competitiveness of domestic machine-building enterprises' products must be brought to the buyers with the help of a complex of communication means that create a communicative effect. With the right choice of means of communication and the correct combination of their numbers, the company will be able to significantly strengthen its position in the market, which in today's economic environment is very relevant. Purpose. The article aims to determine the required ratio of means of marketing communications of machine-building enterprises for maximum

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Hasim, Hasim, and Dinna Nurdiani Hapsari. "Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya." Journal Research of Social Science, Economics, and Management 1, no. 4 (2021): 357–68. http://dx.doi.org/10.36418/jrssem.v1i4.33.

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creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This stud

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Hasim, Hasim, and Dinna Nurdiani Hapsari. "Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya." Journal Research of Social Science, Economics, and Management 1, no. 4 (2021): 362–73. http://dx.doi.org/10.59141/jrssem.v1i4.33.

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creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This stud

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Nikolaeva, M. A., and L. M. Farkhutdinova. "Integrated marketing communications as a promising direction for improving marketing tools." Lizing (Leasing), no. 2 (April 14, 2023): 4–10. http://dx.doi.org/10.33920/vne-03-2302-01.

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The article discusses the features of integrated marketing communications and their differences from traditional marketing communications, and identifies the IMC advantages and limitations. The IMC types and their influence on the effectiveness of marketing activities are indicated; the means of Internet marketing are presented and their characteristics are given.

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Marshus, Soffan, Rahmi Mulyasih, and Dwi Nurina Pitasari. "PENGARUH INTEGRATED MARKETING COMMUNICATIONS (IMC) TERHADAP MINAT TOP UP SALDO PENGGUNA OVO DI MALL OF SERANG." Jurnal Manajemen Perusahaan: JUMPA 1, no. 1 (2022): 38–47. http://dx.doi.org/10.30656/jumpa.v1i1.4567.

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Digital payment instruments are used by the people of Indonesia as a means of payment in buying and selling transactions. Because digital payment instruments are new, companies therefore use this opportunity as a marketing communication tool that can reach broad marketing using Integrated Marketing Communications (IMC), such as Advertising, Sales Promotions, Public Relations, Internet Marketing, Personal Selling and Direct Marketing with the aim to attract shopping interest in the community, so it is easy to understand and interesting for marketing communications. The purpose of this study was

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Prasetyo, Agung Slamet. "Strategi Komunikasi Pemasaran Bisnis Tiket Online Studi Kasus Tiket2.Com." Kajian Bisnis STIE Widya Wiwaha 25, no. 1 (2017): 74–87. http://dx.doi.org/10.32477/jkb.v25i1.231.

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Study was conducted to determine the marketing communications strategy used an online business. With the case of the online ticket business Tiket2.com. The purpose of this study was to determine the marketing communications strategies used Tiket2.com in his business, and the reasons for those strategies. In this online ticket business, before knowing what strategy to use, should be set in advance the objectives to be achieved in implementing this strategy. And objectives are set forth in segmenting, targeting and positioning. Then to achieve these objectives the strategy drafted in the Product

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LABURTSEVA, Olena, and Halyna ALDANKOVA. "MARKETING COMMUNICATION SYSTEM OF RETAIL ENTERPRISES." Economy of Ukraine 2018, no. 9 (2018): 139–52. http://dx.doi.org/10.15407/economyukr.2018.09.139.

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The actual problem of marketing communications management of Ukrainian retailers from the point of view of the system approach is considered. It is shown that the specificity of these marketing communications is determined both by the goals they are aimed at, and by means of communication. The objectives of marketing communications are: formation of the brand image of retailer, attracting consumers to visit places of sale, incentive to make a purchase, promotion of consumer satisfaction and ensuring the consumer loyalty. The main types of marketing communications are advertising, sales promoti

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Ігнатенко, Р.В. "ЦИФРОВІ КОМУНІКАЦІЇ В МАРКЕТИНГУ: СУТНІСТЬ ТА ПЕРСПЕКТИВИ РОЗВИТКУ В УМОВАХ ПАНДЕМІЇ COVID-19". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 31 (30 грудня 2021): 40–46. https://doi.org/10.5281/zenodo.6034732.

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In today's business environment, the changes taking place and their speed of spread are related to the digital revolution and the increase in the number of communication channels, the development of social networks and interactive marketing platforms, and many other phenomena that shape new vectors for business. Digital marketing communications have become an integral part of today's quarantine business. The purpose of the article is to explore the essence of digital marketing communications and determine the main prospects for their development in the context of the COVID-19 pandemic.

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McGrath, John M. "Using Means-End Analysis to Test Integrated Marketing Communications Effects." Journal of Promotion Management 16, no. 4 (2010): 361–87. http://dx.doi.org/10.1080/10496491003595437.

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Chernobrovkina, Svitlana. "FORMATION OF MEANS OF MARKETING COMMUNICATIONS OF MACHINE-BUILDING ENTERPRISES." Theoretical & Applied Science 85, no. 05 (2020): 6–11. http://dx.doi.org/10.15863/tas.2020.05.85.2.

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Salbert, Artur. "Compatibility of Polish Law with EU Law Concerning the Use of Electronic Communications Means for Direct Marketing Purposes." Yearbook of Antitrust and Regulatory Studies 12, no. 19 (2019): 53–73. http://dx.doi.org/10.7172/1689-9024.yars.2019.12.19.3.

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EU law sets out some requirements in respect of data processing for direct marketing purposes. These requirements are included in particular in Regulation 2016/6791 and Directive 2002/58/EC2. The use of electronic communications means for direct marketing purposes has an impact on both the entrepreneurs and their clients’ rights, therefore, accurate interpretation of EU law in this respect and an appropriate implementation of EU law into national law in Member States as well as its appropriate application in practice, are essential. This article provides an analysis of the conformity of Polish

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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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Matviiets, Olha, and Viktoriia Kipen. "The features of direct marketing and personal selling as a form of marketing communications." VUZF Review 6, no. 2 (2021): 139–45. http://dx.doi.org/10.38188/2534-9228.21.2.16.

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The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing b

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Lokhman, N. V., T. M. Beridze, M. O. Lokhman, and D. A. Chokoi. "BRANDING AS A SUBLIMISM OF PRODUCT POLICY REGARDING MARKETING COMMUNICATIONS." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1(78) 2023 (2023): 21–29. http://dx.doi.org/10.33274/2079-4819-2023-78-1-21-29.

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Objective. The objective of the article is the determination of the place of branding among the instruments of product policy and marketing communications, identification of key trends in the system "Commodity policy - branding - marketing communications". Methods. The theoretical and methodological basis of the study is the modern theory of marketing and management. In the course of the study, the methods of theoretical generalization (when interfering the concepts of "product policy", "branding", "marketing communications"), analysis and synthesis (to form the rule of branding as a sublimati

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Bogdan, Nataliia M., Illia M. Pysarevskyi, Olga M. Ivanova, and Mariia M. Pokolodna. "Innovative Communication Instruments of Marketing Activity of Enterprises in the Tourism and Hotel Business." Business Inform 6, no. 533 (2022): 137–42. http://dx.doi.org/10.32983/2222-4459-2022-6-137-142.

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The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterpri

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Yurii, Chaplinskyі, and Bozulenko Olena. "PR TOOLS IN THE IMPLEMENTATION OF A COMPANY BRAND LOYALTY PROGRAM." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS IV, no. 88 (2022): 55–65. http://dx.doi.org/10.34025/2310-8185-2022-4.88.05.

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Formation of an effective enterprise management system requires emphasis on the use of modern marketing tools. One of the priority elements of achieving the strategic and tactical goals of marketing activities of enterprises is the active use of marketing communications and their implementation in practical activities, including with the aim of creating a powerful brand. Among the main tools for achieving the company's marketing goals regarding branding, the formation and maintenance of the company's consumer loyalty to its brand should be considered. The effectiveness of the implementation of

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Sknarev, Dmitry S., and Elizaveta V. Muzykant. "Creating an image in real estate advertising texts." RUDN Journal of Studies in Literature and Journalism 25, no. 2 (2020): 367–73. http://dx.doi.org/10.22363/2312-9220-2020-25-2-367-373.

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This article presents some results obtained in the study of the advertising image characteristics in marketing communications (on the example of Russian residential real estate advertising). The study materials present print media advertising and online advertising, as well as construction companies and residential areas websites. To achieve the goal, a survey, analytical, theoretical, systemic, pragmatic methods, as well as methods of continuous sampling of linguistic means, techniques and units from marketing communications texts that create an image of a product, and of semantic interpretat

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Tranchenko, L. V., N. V. Tereshchuk, R. I. Lopatiuk, and O. M. Tranchenko. "Use of information support for marketing in tourist enterprises." Journal of Education, Health and Sport 11, no. 2 (2021): 200–207. http://dx.doi.org/10.12775/jehs.2021.11.02.020.

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Every year Ukraine integrates more and more into the world economic economy. Tourist services are one of the most important socio-economic sectors of the world economy. However, Ukraine, having a variety of tourism resources, has little experience in this area. For these reasons, the relevance of the article on the promotion of tourist services is determined. The article investigates the means of promoting tourist services, determining the theoretical and methodological principles of building an effective process of marketing communications at the enterprises of the tourist sphere. It is prove

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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.

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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale

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Mujayana, Marya, and Rudi Santoso. "Media Komunikasi Pemasaran Digital Marketing Produk Umkm Selama Pandemi Covid-19." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 7, no. 1 (2022): 17–30. http://dx.doi.org/10.29407/nusamba.v7i1.16200.

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This research focuses on the efforts of MSMEs to utilize digital means for marketing activities or processes. MSMEs use this digital facility for marketing communications to increase purchase intensity during the COVID-19 pandemic. This study uses a qualitative descriptive method with a literature review approach. This study aims to describe the condition of the object of research objectively based on visible facts and data. The thing of this research is 100 MSME entrepreneurs in Madiun Regency. The study results show that the communication strategies carried out by MSME actors in dealing with

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Sievonkaieva, Olha. "Marketing communications technologies in modern conditions." Problems of Innovation and Investment Development, no. 26 (September 29, 2021): 90–97. http://dx.doi.org/10.33813/2224-1213.26.2021.9.

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Abstract. Modern companies and enterprises, regardless of the field of activity, try to establish and organize lasting relationships with consumers, partners, suppliers, etc. One of the means of solving this issue is the introduction of effective communication activities in enterprises, which is able to ensure their prosperity and effective functioning in the new business environment. Companies need to implement the principles of customer-centric marketing: to create products and services based on the needs and values of the customer, the study of customer experience, to use the knowledge of e

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Баран, Р.Я. "МАРКЕТИНГОВІ КОМУНІКАЦІЇ ТУРИСТИЧНИХ ПІДПРИЄМСТВ В УМОВАХ ПОСИЛЕННЯ ЦИФРОВІЗАЦІЇ ЕКОНОМІЧНИХ ПРОЦЕСІВ". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 28 (26 березня 2021): 56–61. https://doi.org/10.5281/zenodo.5075401.

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This article aims to research and determine the features of the process of marketing communication of tourism enterprises in the growing role of digital communications. It is summarized the conceptual approaches to the formation of the main components of the marketing communication complex. The author's theoretical approach to the formulation of the concepts of "marketing communications" and "marketing communication policy" is proposed, which considers the aspect of digitalization of economic activity of tourist enterprises. It is defined that marketing communication po

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Demko, Mariana, Nataliia Kosar, and Nataliia Kuzo. "INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION." Global Prosperity 1, no. 1-2 (2021): 22–31. http://dx.doi.org/10.46489/gpj.2021-1-1-8.

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In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promoti

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SLIPCHENKO, Vladyslav. "Effectiveness of brand communications in the B2B market." Scientia fructuosa 161, no. 3 (2025): 90–101. https://doi.org/10.31617/1.2025(161)06.

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The effectiveness of brand interaction with the audience is a key indicator of the enterpriseʼs communication strategy success, which helps to create brand trust and increases consumer loyalty. For B2B companies, it means effective interaction with the target audience, which strengthens business relationships, improves the brandʼs position and increases its competitiveness in the market. However, assessing the effectiveness of such interaction is not always an easy task, as the effect of brand communications in the industrial market is often long-term relationships and is usually not instanta

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Gavrilechko, Y. V. "Marketing communications complex of subjects of public administration." Public administration aspects 6, no. 11-12 (2019): 5–12. http://dx.doi.org/10.15421/151868.

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The article defines the essence and features of the system of marketing communications (SMC) of the subjects of public administration. It is proposed to introduce this concept as a complex of interpersonal dialogue communications in small groups, public, organizational and mass communications, which is an element of the system of public administration and provides communication of subjects of management with their target audiences.The author justifies the classification of marketing communications in public administration. Among the main classification criteria of distribution are the followin

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Belikova, Sofia A., and Roxalana S. Adeeva. "Public relations in the marketing communications system." ACCOUNTING AND CONTROL 12 (2024): 13–16. https://doi.org/10.36871/u.i.k.2024.12.01.003.

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As the modern world is increasingly surrounded by advertising, the growing attention of various spheres to public relations in recent years is not accidental. It is determined by a number of objective factors: variability, growing dynamism, and the ambiguity of the business environment have led organizations to establish and maintain stable information links with partners and consumers. Two-way information links are necessary for monitoring and forecasting. PR is a means of strategic management of the behavior of both external and internal spheres, while powerful informational influence acts a

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Chandra, Cindy Novita, Daniel Susilo, and Teguh Dwi Putranto. "Digital marketing communication of Somethinc brand on instagram @somethincofficial." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 7, no. 2 (2023): 475–88. http://dx.doi.org/10.25139/jsk.v7i2.6691.

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The advent of the digital era has spurred numerous companies to employ marketing communications strategies. Such endeavours serve as a means to influence and remind consumers about the array of products or services they offer. A particularly prominent approach for companies entails utilising digital marketing communications. In this context, the focus extends beyond mere product promotion; instead, it centres on disseminating valuable, pertinent, and consistent content to captivate and retain consumers. For this study, Instagram has been selected as the platform of interest due to its prevalen

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Savytska, Nataliia L., Olha M. Priadko, Vadim K. Kuliashov, and Angelika O. Timofeeva. "Improving the Marketing Activities of an Enterprise by Means of Digital Communications in Social Networks." Business Inform 6, no. 557 (2024): 407–14. http://dx.doi.org/10.32983/2222-4459-2024-6-407-414.

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Attention in this article is focused on the substantiation of the applied principles of building long-term relationships of interaction between customers and enterprises in the face of modern challenges. The aim of the study is to substantiate and develop recommendations for improving the marketing activities of enterprise by means of digital communications in social networks. To achieve this goal, formal, dialectical and specific methods were used, in particular structural and logical analysis, desk research, content analysis. The article consistently reveals the mechanism of the process of p

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Khusnia, Hartin Nur, Muhlis Muhlis, and Yulanda Trisula Sidarta Yohanes. "Pelatihan dan Pendampingan Implementasi Komunikasi Pemasaran Digital Pada UMKM di Desa Sigar Penjalin, Lombok Utara." JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) 6, no. 1 (2022): 7. http://dx.doi.org/10.36339/je.v6i1.517.

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The COVID-19 pandemic situation forces humans to minimize physical social interaction. In this context, the media in the network becomes the choice of means of interaction and communication so that each individual can stay connected. In such a situation, everyone is required to be able to adapt, including UMKM actors. However, the skill of UMKM actors in Sigar Penjalin village in utilizing digital media as a means of marketing communication is minimal, as well as the lack of ability to manage brands. Therefore this community service program carries the theme of training and assistance in imple

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Torgunakova, E. V., and E. A. Torgunakov. "Marketing communications on the Internet and their role in promoting the organization’s products." Economics and Management 31, no. 6 (2025): 709–17. https://doi.org/10.35854/1998-1627-2025-6-709-717.

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Aim. The work aimed to analyze the issues of using marketing communications on the Internet to promote the organization’s products at the present stage.Objectives. The work seeks to systematize ideas about the essence of Internet communications; to clarify the concept of Internet communications; to characterize the features and advantages of using marketing Internet communications, as well as to identify related problems that arise at the present stage.Methods. The study theoretical and methodological basis represented the works of Russian and international scientists on the problems of Intern

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Ponachugin, Aleksandr V., Anastasia A. Bityugova, and Ksenia E. Druzhinina. "COMMUNICATION TOOLS OF THE INTERNET ENVIRONMENT AS A MODERN MEANS OF BUSINESS PROMOTION." Krasnoyarsk Science 11, no. 4 (2022): 37–51. http://dx.doi.org/10.12731/2070-7568-2022-11-4-37-51.

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For the successful sale of goods and services in a modern digital society, there is a need to transfer marketing to the Internet environment. The main tools of marketing communications are advertising, PR, sales promotion and direct marketing, each of which is implemented in the online space in its own way. One of the most popular methods of online advertising today is contextual advertising, which in turn can be divided into search and advertising in networks. One of the main PR methods is social media marketing (SMM). work with the brand house in social networks, simplification of communicat

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Br Marbun, Ida Rosida, M. Amri Nasution, and Asrindah Nasution. "PENGARUH KOMUNIKASI PEMASARAN DAN EFISIENSI WAKTU TERHADAP MINAT PELANGGAN DALAM MENGGUNAKAN JASA PENGIRIMAN EKSPEDISI PADA PT. KEMASINDO CEPAT MEDAN." Jurnal Ilmu Sosial Dan Politik 2, no. 2 (2022): 28–32. http://dx.doi.org/10.51622/jispol.v2i2.1149.

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The purpose of this study was to determine the effect of marketing communications on customer interest in using expedited shipping services, to determine the effect of time efficiency on customer interest and to determine the effect of marketing communications and time efficiency on customer interest in using expedited shipping services at PT. Kemasindo Fast Medan. The data collection techniques used were documentation studies, observations and questionnaires, while the data analysis techniques used were multiple linear regression analysis, t test, F test and determination test. The partial re

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Ginanjar, Yayat, Kisthi Hanila Dewi, and Nana Sutisna. "Influence of Marketing Communication on Customer Loyalty at PT. Image Express Delivery Van (TIKI) Sumedang Branch." Jurnal Ekuisci 2, no. 1 (2024): 50–58. http://dx.doi.org/10.62885/ekuisci.v2i1.465.

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Abstract. Marketing communications can be an effective form of communication channel to handle consumer complaints effectively and efficiently. By paying attention to the importance of marketing communications, companies can design more effective communication strategies to achieve their marketing goals, and can build strong customer loyalty. In this research, the method used is a quantitative method. According to Priyono (Sahir, 2021:13) "Quantitative research methods are scientific thinking in which there is a process of idea formation and ideas are implemented strictly using nomothetic prin

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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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Chepurko, Anton Yu. "Integration of Managerial Communications into the Strategic Marketing System of the Enterprise." Business Inform 4, no. 567 (2025): 573–79. https://doi.org/10.32983/2222-4459-2025-4-573-579.

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The development of a strategic approach to managing the communication activities of an enterprise includes identifying priority means of information influence and assessing their effectiveness in establishing and maintaining an efficient dialogue with target groups. Special attention is required for the rational structuring of the components of the communication complex, which ensures an increase in the competitiveness of the product offering and strengthens consumer loyalty to the brand. The aim of the present study is to theoretically substantiate and practically examine the mechanisms of in

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Devi, Ms B. Gnaneshwari. "Customer Segmentation Using Machine Learning to Improve Marketing." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem31304.

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Customer segmentation is the process of classifying customers according to characteristics they have in common. This enables organizations to effectively and accurately market to each group. In business-to-business marketing, a firm may divide its clientele based on a variety of criteria, such as location, industry, number of employees, and previous purchases made from the business. Marketers can more effectively target different audience subsets with their marketing efforts by using segmentation. These initiatives may pertain to product development as well as communications. In particular, se

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КОРОЛЬ, Володимир, та Володимир ЯБЛОНЬ. "РЕПУТАЦІЙНИЙ МЕНЕДЖМЕНТ ТА МАРКЕТИНГОВА ПОЛІТИКА ПІДПРИЄМСТВА". Herald of Khmelnytskyi National University. Economic sciences 342, № 3(1) (2025): 415–19. https://doi.org/10.31891/2307-5740-2025-342-3(1)-60.

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The study focuses on the issue of forming and using a positive image of an enterprise. It is emphasized that in conditions of market and information transparency, active use of digital technologies and digital communications, social networks, etc., the reputation of an enterprise becomes an important aspect and even a means of competitive struggle, on the one hand, as well as a marketing method and a means of supporting the promotion, positioning and sales of products in the markets, on the other hand. Therefore, the purpose of the article is to generalize existing and develop new methodologic

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qizi, Xonazimxon A’zamova Xusanboy. "PERSUASIVE COMMUNICATION SKILLS IN MARKETING." European International Journal of Multidisciplinary Research and Management Studies 4, no. 10 (2024): 54–58. http://dx.doi.org/10.55640/eijmrms-04-10-09.

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Being communicative is one of the most crucial skills for persuading customers to purchase the company or branded products which marketers should have. Because this helps to prevent the possible misunderstandings between salesperson and clients. Accordingly, if entrepreneurs have a strong knowledge and high degree in their field and do not possess excellent communication skills, it means that their all effort which they are putting to their businesses can be vainly.

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Rayhan Pahlevi, Haggi, and Agustin Amborowati. "DIGITAL MARKETING COMMUNICATION ANALYSIS JAWA POS RADAR SOLO." Jurnal Manajemen Bisnis dan Terapan 2, no. 1 (2024): 206–20. http://dx.doi.org/10.20961/meister.v2i1.869.

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Digital marketing communication has a crucial role in the modern marketing era. In this context, digital media is an effective means to reach a wider audience and promote products or services efficiently. This research aims to find out how the implementation of digital marketing communication in Jawa Pos Radar Solo. This research uses a case study research design with descriptive discussion method. By describing data from interviews, observations, and company documents from the object of research, namely the implementation of digital marketing communications at Jawa Pos Radar Solo through vari

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