التفاصيل البيبلوغرافية
| العنوان: |
Application of promotion marketing by enterprises іn digitalization conditions ; Застосування промоакційного маркетингу підприємствами в умовах цифровізації ; Application of promotion marketing by enterprises and digitalization conditions; Application of promotional marketing by enterprises in terms of digitalization |
| المؤلفون: |
Забаштанський, Максим, Забаштанська, Тетяна, Герасімчук, Марія |
| المصدر: |
Научный вестник Полесья; № 2 (25) (2022): Науковий вісник Полісся; 222-239 ; Scientific bulletin of Polissia; No. 2 (25) (2022): Scientific Bulletin of Polissia; 222-239 ; Науковий вісник Полісся; № 2 (25) (2022): Науковий вісник Полісся; 222-239 ; 2412-2394 ; 2410-9576 |
| بيانات النشر: |
Національний університет «Чернігівська політехніка» |
| سنة النشر: |
2023 |
| مصطلحات موضوعية: |
промоакція, промоакційний маркетинг, цифровізація, промоакція в Інстаграм, промоакція в ТікТок, advertising tools, Internet advertising, entertainment services, virtual reality club, project implementation, manag, eco |
| الوصف: |
In the conditions of digitization, sales promotion is one of the most important conditions for the competitiveness of enterprises. To ensure successful functioning, enterprises must use new methods and links of communication with consumers. Discounts, promotions, loyalty programs, and bonus programs are a unique opportunity to establish communication between businesses and customers, and for consumers, an opportunity to purchasegoods on favorable terms that they would not normally purchase.Promotion is a special type of marketing communication and an integral part of survival in the competition in the conditions of digitalization, which will help attract new consumers and activate existing ones. The main types of promotional marketing are: advising buyers directly at the point of sale; product tasting in retail; sampling – distribution of product samples; gift for purchase; lotteries, giveaways; Leafleting – distribution of flyers, postcards and much more; flash mobs, animation, growth figures. The effectiveness of the proposed measures is determined according to their forecasts and factors affecting the implementation, and then a comprehensive analysis of the feasibility of using this type of marketing communication is carried out.The article presents the results of a survey conducted by means of a questionnaire regarding the effectiveness and trendiness of promotions in the conditions of digitalization. When conducting marketing research, the following criteria were taken into account: gender, age, geographic location, field of activity, respondents' attitude to promotions before and after the pandemic. We analyzed what types of promotions are known, as well as the incentives that encourage participation. According to the results of the study, it was concluded that the vast majority of consumers know what promotions are and usually take part in them, depending on the venue, type, benefits, incentives and the name of the brand holding the event.The application and use of promotions on the Internet and social . |
| نوع الوثيقة: |
article in journal/newspaper |
| اللغة: |
Ukrainian |
| Relation: |
http://nvp.stu.cn.ua/article/view/277454 |
| الاتاحة: |
http://nvp.stu.cn.ua/article/view/277454 |
| Rights: |
undefined |
| رقم الانضمام: |
edsbas.2E0490D9 |
| قاعدة البيانات: |
BASE |