COMMUNICATION TECHNIQUES IN MARKETING

Abstract

It is stated that disaggregation of the general communication policy of an enterprise to separate elemen-tary techniques makes it possible to gain deeper understanding of specific components of the relevant activity, to ana-lyse the reasons for success or failure of particular marketing actions, and to substantiate the use of combinations of these techniques. It is emphasized that the multidimensional nature of the marketing communication process determines the variety of approaches used when trying to describe the related techniques. The article attempts to streamline the classification of marketing communication techniques and the list of consumer motives used in these techniques. Four areas of classification of marketing communication techniques are proposed, namely: techniques of a visionary nature related to the formation of communication strategies and tactical techniques designed to attract the attention of the consumer here and now; techniques related to the means of placing and delivering communication messages to poten-tial consumers and the places of placement of such messages; techniques used at different stages of bringing a potential buyer closer to making a purchase – image messages, informing, persuading, inspiring, encouraging and reminding; techniques related to consumer values and the motivation of potential buyers towards obtaining these values. These classification groups may partially overlap, and specific techniques may simultaneously refer to several of these groups. It is emphasized that the application of the widest possible range of marketing communications techniques will help to ensure the effectiveness of these communications, increase the turnover of trade organizations, and provide customers with grounds for making more well-thought-out purchases. It is stated that further research can be aimed at identifying additional marketing communication techniques, improving their classification and finding the most effec-tive ways to match problematic practical situations with sets of appropriate communication techniques recommended for use in these situations.