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Presentation as a Method of the Integrated Marketing Communications
Tsyganok V. M., Goryk-Chubatyuk M. O., Gulya Y. V.

Tsyganok, Volodymyr M., Goryk-Chubatyuk, Maryna O., and Gulya, Yuliia V. (2020) “Presentation as a Method of the Integrated Marketing Communications.” Business Inform 5:516–523.
https://doi.org/10.32983/2222-4459-2020-5-516-523

Section: Management and Marketing

UDC 339.138:631.11

Abstract:
The article explores the main elements of preparation, construction and carrying out presentation events as a constituent part of the integrated marketing communications. The latter actively help to promote commodity items to market, expand the brand recognition and form a brand. The main aspects in the application of marketing integrated communications are modernity of technology, non-standard perception and thinking, innovative technologies, creativity, etc. Marketing presentations are characterized as one of the methods of the integrated marketing communications, which aim to create brand recognition among the potential buyers (representing the characteristics and advantages of products, creating demand and stimulating sales). The marketing presentations have: structure (algorithm of carrying out presentation events, important stages); object (goods, service, brand, representation of strategy, of information, etc.); subject (representative of the organization, speaker); means (the use of modern technologies, means of presentation of information, provision of free samples, etc.). The uniqueness of this article is the content of the description of prospective elements used in the construction of marketing presentations, as well as the description of the typical errors that occur in the development and testing of a presentation scenario, the envision and elimination of which allows to achieve faster efficiency of the carried out activities.

Keywords: integrated marketing communications, marketing presentations, presentation stages.

Tabl.: 2. Bibl.: 8.

Tsyganok Volodymyr M. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]
Goryk-Chubatyuk Maryna O. – Manager, Berdychiv Fish Processing Plant LLC «Revega» (12 Zaliznychna Str., Berdychiv, Zhitomyr region, 13300, Ukraine)
Email: [email protected]
Gulya Yuliia V. – Candidate of Sciences (Economics), Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]

List of references in article

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Golman, I. A. Reklamnaya deyatelnost: planirovaniye, tekhnologii, organizatsiya [Advertising Activity: Planning, Technology, Organization]. Moscow: Gella-print, 2002.
Rozhkov, I. Ya., and Kismerishkin, V. G. Ot brendinga k brendbildingu [From Branding to Brand Building]. Moscow: Gella-print, 2008.
Smit, P., Berri, K., and Pulford, A. Kommunikatsiya strategicheskogo marketinga [Communication Strategic Marketing]. Moscow: YuNITA-DANA, 2001.
Stetsenko, V. V. “Sotsialno-ekonomichna sutnist marketynhovykh komunikatsii pidpryiemstv“ [Socio-economic Essence of Marketing Communications of Enterprises]. Visnyk ekonomiky transportu ta promyslovosti, no. 43 (2013): 213-217.
Tsyhanok, V. M., Horyk-Chubatiuk, M. O., and Hulia, Yu. V. “Metodychni zasady provedennia dehustatsiinykh zakhodiv iak elementu intehrovanykh marketynhovykh komunikatsii“ [Methodological Basics of Tasting Events as Element's of Integrated Marketing Communications]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky», no. 36 (2019): 64-68. DOI: https://doi.org/10.32999/ksu2307-8030/2019-36-11
Shults, D. Ye., Tannenbaum, S. I., and Lauterborn, R. F. Novaya paradigma marketinga. Integriruyemyye marketingovyye kommunikatsii [The New Marketing Paradigm. Integrated Marketing Communications]. Moscow: INFRA-M, 2004.

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