The science research is approached to substantiation the advisability of using the existence methods of enterprise advertising budget defining on the base of recognizing criteria of choice optimization.

The article deals with the essence of creative advertising and the features of the creative process. Furthermore, the author of the article analyzes the use of creative advertising used by universities when promoting their educational programs.

The article reveals the essence of the system of product promotion; the promotion aims which an enterprise sets; the ways of product promotion, the ways of customers attraction, and peculiarities of product promotion on the market.

In 2011, communicating the cooperative value package to member-owners was identified as the most critical challenge among U.S. agricultural cooperatives. Rural cooperatives in three states were surveyed to identify current communications methods and to elicit the effectiveness of communicating...

Media relations in sport mean maintenance of networks and positive relationships with people in the media to obtain positive media exposure for a sport product (informal and formal information sessions with media representatives). Because of the pervasive influence the media has on marketing...

In spite of the fact that researching the effect of color in advertising and marketing communications in general is of great importance, the scope of research in this area is surprisingly limited. The primary goal of this paper was to offer some initial insight into the use of color in...

Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning...

The article is devoted to the possibility of practical usage of the dynamic capabilities concept conclusions by the book publishing company in order to obtain additional sources of competitive advantages and effective management tools, in the situation of constantly changing environment. Also...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

Статья посвящена определению роли бренда в организации интегрированных маркетинговых коммуникаций. Выделены классификационные группы маркетинговых...