{"title":"作为零售网络营销传播要素的促销活动","authors":"E. N. Danilévskaya, K. A. Malyuga","doi":"10.37539/231024.2023.45.21.078","DOIUrl":null,"url":null,"abstract":"Sales promotion has a special place in the marketing communications system. Advertising in traditional media has been losing its popularity lately, so modern manufacturers of FMCG products have to form and maintain awareness of their brands through the launch of promotions, tastings, sweepstakes in retail chains. Such decisions on assigning a dominant role to sales promotion tools are in most cases economically justified, communicatively beneficial, and in some cases the only correct one.","PeriodicalId":516664,"journal":{"name":"Themed collection of papers from Foreign international scientific conference «Joint innovation - joint development». Part 3. by HNRI «National development» in cooperation with PS of UA. October 2023. - Harbin (China)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"SALES PROMOTION AS AN ELEMENT OF MARKETING COMMUNICATIONS OF A RETAIL NETWORK\",\"authors\":\"E. N. Danilévskaya, K. A. Malyuga\",\"doi\":\"10.37539/231024.2023.45.21.078\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Sales promotion has a special place in the marketing communications system. Advertising in traditional media has been losing its popularity lately, so modern manufacturers of FMCG products have to form and maintain awareness of their brands through the launch of promotions, tastings, sweepstakes in retail chains. Such decisions on assigning a dominant role to sales promotion tools are in most cases economically justified, communicatively beneficial, and in some cases the only correct one.\",\"PeriodicalId\":516664,\"journal\":{\"name\":\"Themed collection of papers from Foreign international scientific conference «Joint innovation - joint development». Part 3. by HNRI «National development» in cooperation with PS of UA. October 2023. - Harbin (China)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-01-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Themed collection of papers from Foreign international scientific conference «Joint innovation - joint development». Part 3. by HNRI «National development» in cooperation with PS of UA. October 2023. - Harbin (China)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37539/231024.2023.45.21.078\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Themed collection of papers from Foreign international scientific conference «Joint innovation - joint development». Part 3. by HNRI «National development» in cooperation with PS of UA. October 2023. - Harbin (China)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37539/231024.2023.45.21.078","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
SALES PROMOTION AS AN ELEMENT OF MARKETING COMMUNICATIONS OF A RETAIL NETWORK
Sales promotion has a special place in the marketing communications system. Advertising in traditional media has been losing its popularity lately, so modern manufacturers of FMCG products have to form and maintain awareness of their brands through the launch of promotions, tastings, sweepstakes in retail chains. Such decisions on assigning a dominant role to sales promotion tools are in most cases economically justified, communicatively beneficial, and in some cases the only correct one.
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