MARKETING POLICY OF COMMUNICATIONS: MODERN APPROACHES TO ATTRACTING CONSUMERS

Abstract

Despite the fact that there is a considerable amount of publications in our country and abroad on how organizations are able to assemble an effective marketing communication policy, there is a need to pursue constant improvement in the practical application of this knowledge. Companies fail to achieve radically new and unique results with the help of already-known approaches — there is a deficiency of extraordinary creative ideas and tardy communication standards. That is why it is crucial to constantly research the communications market and observe its tendencies, analyze the experience of Ukrainian and foreign establishments, and test and implement new approaches in search of what might perform better. The article analyzes scientists' works on defining the marketing communication policy and examines its components, emphasizing the need to use a comprehensive approach in its construction. The activity of printing enterprises is focused not exclusively on the straightforward presentation of products to order. Product sales, expansion of the target audience, improvement of the image in their eyes, and search for potential customers remain no less important for the enterprise. It indicates that an essential component for effectively functioning a printing company and achieving its promotion purposes is constructing an effective marketing communications policy. The article analyzes contemporary approaches and tools enabling compelling and engaged marketing communications. The first approach is to use artificial intelligence tools and innovative applications that allow the company to deeply analyze the audiences, create personalized advertising campaigns, and develop outstanding content for social networks with less effort and primarily no employee involvement. Next is presentation design, with which the company can increase the effectiveness of maintaining press conferences and distributing electronic materials with a powerful visual component. The article offers practical opportunities for their use to build a marketing communications policy for a printing company.