作为零售网络营销传播要素的促销活动

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) Pub Date : 2024-01-18 DOI:10.37539/231024.2023.45.21.078

E. N. Danilévskaya, K. A. Malyuga

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引用次数: 0

摘要

促销在营销传播系统中占有特殊地位。近来，传统媒体上的广告越来越不受欢迎，因此，现代快速消费品制造商不得不通过在零售连锁店开展促销、品尝、抽奖等活动来形成和维持品牌的知名度。在大多数情况下，让促销工具发挥主导作用的决定在经济上是合理的，在传播上是有益的，在某些情况下甚至是唯一正确的决定。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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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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)

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