Specific features of marketing communications in the advertising and communication market of Ukraine

Aldoshina Mariya V. ()
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Aldoshina Mariya V.: Kharkiv National University of Economics

The Problems of Economy, 2013, issue 1, 62_67

Abstract: The article considers specific features of the communication process within the framework of the complex of realisation of marketing activity of a company compared to other types of social communication. It offers stages of the process of formation and transfer of information to the market with consideration of influence factors. It considers main aspects of the process of transfer of information in the market environment: containing, pragmatic and technical. It identifies types of reaction of buyers on the influence of communication methods in the context of a message: cognitive, emotional and effective. It analyses modern state of advertising and communication market of Ukraine and forecast indicators for the year 2013 by main segments. It identifies priority of traditional means of distribution of advertising information for Ukrainian companies, such as: TV, press, outdoor and Internet advertising.

Keywords: marketing communication; advertising and communication market; information; communication process; advertising media (search for similar items in EconPapers)
Date: 2013
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