Author(s): Iryna Romanіuk,Svitlana Kucherenko / Language(s): Ukrainian
Issue: 55/2022
The subject of research is theoretical and practical aspects of marketing communications management, including organization of advertising campaigns in the field of tourist enterprises. The purpose of the article is to substantiate ways of improving the management of marketing communications of tourist enterprises through the organization of PR activities and advertising campaigns. The methodological basis of the article is the theoretical provisions of the economy of enterprises, a set of general scientific and special research methods, including: systemic approach, monographic, statistical and economic, analysis and synthesis of economic information. Results of the article. It was determined that the management of marketing communications is an important component of the activities of tourist enterprises. Its elements are advertising campaigns and PR management tools. Therefore, the development of the structure and budget; determination of tools and implementation locations; selection of target audiences; evaluation of results are important areas of management improvement. The correct development of an advertising campaign for tourist enterprises is an important direction for improving the management of their activities. It means establishing its priority goals; development of an advertising budget, a list of advertising means; determination of the most effective place and time for placing advertising messages; monitoring and control of results; adjustment of management methods and tools if necessary. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. Advertising campaigns and other means of PR activity are an important part of marketing communications of tourist enterprises and their management. An advertising campaign allows you to control the promotion of tourist services, make adjustments to sales activities, create and consolidate among consumers a stable understanding of the advantages of the services of this particular tourist company. It is important to emphasize that, as shown by the experience of the advertising campaigns of the world's leading tourism companies, advertising must take into account the peculiarities of the country, region, social and political situation in society. Thus, the correct development of an advertising campaign involves establishing the priority goals of the campaign, its budget, and determining the most effective place and the time of placing advertising messages, the target audience – is one of the most important and relevant directions of improving the management of the development of tourist enterprises and their marketing communications.
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