DOI: 10.33917/mic-2.121.2025.82-89

The purpose of the study is a comprehensive assessment of the role of marketing communications in the development of commercial companies. In this regard, both classic promotion tools and innovative individualized tools are considered. The essence and significance of integrated communications are defined. The specifics of the activities of brand ambassadors as an effective form of promotion are revealed.

References:

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DOI: 10.33917/mic-2.97.2021.19-31

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. The problem definition and the features of using the methods of its solution are discussed. The approaches and methods of identifying image-forming factors that determine market processes and constructing a market structure in which market objects are displayed in the optimal form for solving the task are analyzed. The concept of product/ brand/ company promotion based on the analysis of consumer ideals is presented.