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 Рр. 4 – 9

 DOI: 10.24412/2071-3762-2024-2320-4-9

 Survey of Pharmacists to Identify their Involvement and Readiness to Participate in Shaping Consumer Choice: Updating Additional Training

 

Bondarenko Victoria Andreyevna,

Doctor of Economics, Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RINH); 69  B. Sadovaya St., Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0003-2921-7548

 

Solyanskaya Yuliya Viktorovna,

Postgraduate Student at Marketing and Advertising Department, Rostov State University of Economics (RINH); 69 B. Sadovaya St., Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-8573-7241

 

The article studies the actual participation of pharmacists in making customer’s choice in pharmacies, their role in sales, add-on sales of medicines. The consumers’ behavior in the pharmacy is evaluated with the reliance on the experience and pharmacists’ value judgments by means of the conducted survey. The conclusion is made about their sufficient professionalism and professional integrity, along with the competence lack in terms of constructive consultative dialogue with customers and competent implementation of sales, which updates the relevant professional additional training of specialists who sell medicines in the pharmacy.

 Keywords: pharmacists; sales; consumers; choice; research; additional education; training.

  

Рр. 10 – 15

 DOI: 10.24412/2071-3762-2024-2320-10-15

 Artificial Intelligence Technologies and their Role in Improving Advertising Communications Effectiveness

 

Vu Ngoc Anh,

4th year Bachelor, Higher School of Creative Industries, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0003-1422-5139

 

Koshel Vladimir Andreyevich,

Ph.D., Associate Professor, Associate Professor at the Department of Advertising, Public Relations and Design, Higher School of Creative Industries, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0003-3980-6856

 

This paper investigates how artificial intelligence (AI) technologies are used in improving the advertising communications effectiveness. The authors analyze how the use of AI can affect the advertising campaign effectiveness, and also consider the potential application of AI in the global advertising market. The object of the study is advertising communications of commercial enterprises. The subject is using AI in advertising communications. This article attempts to identify and characterize the directions of using artificial intelligence in advertising communications to improve their effectiveness. To achieve this goal, the following tasks are supposed to be solved: to identify opportunities to improve the effectiveness of targeting using AI; to consider the AI use to create unique advertising content (generation of texts, images and video content); to identify opportunities to analyze large amounts of data on the behavior and preferences of the target audience, its segmentation and, accordingly, the creation of personalized advertising messages; to consider the possibilities of providing personalized support for communications with customers using AI in advertising communications. As a result of the study, the authors offer a definition and characteristics of the main directions for using artificial intelligence in advertising communications.

 Keywords: artificial intelligence; marketing; advertising communications; personalized messaging; targeting effectiveness.

 

 Рр. 16 – 21

 DOI: 10.24412/2071-3762-2024-2320-16-21

 Realization of Marketing Function and Increase in its Efficiency on the Underground Construction Market

 

Rudakov Danil Alexandrovich,

Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-1676-6479

 

The main purpose of the paper is to study the issues of the development and realization of the marketing function in the practice of a construction enterprise. The author’s contribution to the development of the theory and tools of marketing in construction is presented in the article as follows:

1. Marketing definition and meaning of the construction project as the main type of operational activity of construction organizations.
2. Project-image organization of marketing activity as a priority type of marketing function implementation in modern construction organizations.
3. Value proposition of the work in the underground construction phase while implementing the capital construction / reconstruction project.
4. Continuous (image-reputation) and discrete (project-oriented) types of marketing activity at different stages of underground construction project realization.
5. Methodical approach of benchmarking the process of project application acceptance and organization of interaction on the prospective underground construction initiative.

Keywords: benchmarking; marketing in construction; underground construction market; marketing activity.

 

Рр. 22 – 28

 DOI: 10.24412/2071-3762-2024-2320-22-28

 Inspiration Marketing as a Concept for Formation and Promotion of Theater Brands

 

Skorokhod Ekaterina Alexandrovna,

2nd year Master Student, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0005-0150-3376

 

Solovyova Dina Vitalyevna,

PhD in Economics, Associate Professor at Faculty of Technological Management and Innovations, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0003-4147-6622

 

Brands need to create and strengthen a connection with a consumer based not only on a rational approach, but also on an emotional one. Creating inspiration can be a way of building a relationship with the audience on this level. This approach is especially important for theater brands, as art brands gain stability and popularity in the market primarily due to the emotional and spiritual response of the audience. The purpose of the study is to explore the importance of marketing for the theater sphere and the ways to create a sense of inspiration and excitement in the consumer when interacting with the brand. The article formulates the main ideas of the inspiration marketing concept as an instrument of formation and promotion of brands, taking into account the importance of interaction with the consumer on a spiritual and emotional level, proposes a model of building brand personality and interpretation of the theory of archetypes in the context of inspiration. The article also presents the approbation of the developed concept using the brand of the Youth Theater on Fontanka as an example.

 Keywords: branding; marketing; inspiration; inspiration marketing; theater brand; archetypes; emotional connection of the brand with the consumer.

  

Рр. 29 – 33

DOI: 10.24412/2071-3762-2024-2320-29-33

 Semantic Core and Keyword Clustering as Internet Marketing Components

 

Sirbiladze Ketevan Kitayevna,

Senior Lecturer, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0001-5316-3485

 

In the modern world of Internet marketing semantic core is one of the key concepts. It is a set of keywords and phrases that define the topic and content of a website or advertising campaign. Semantic core allows you to optimize the content and improve its visibility in search engines, which in turn increases traffic and conversion rate of the site. The article discusses the main aspects of using semantic core and keyword clustering in the context of Internet marketing, describes the stages of working with semantics, provides an overview of clustering methods and analyzes ways to assess the effectiveness of keywords. The author focuses on the importance of taking into account current trends and user behavior when forming the site semantic core.

Keywords: Internet marketing; content optimization; search engines; traffic; conversion; keyword clustering; brand positioning; website architecture; soft clustering, hard clustering.

  

Рр. 34 – 38

 DOI: 10.24412/2071-3762-2024-2320-34-38

 Advertising Campaign Optimization Based on the Analysis of Micro and Macro Conversions

 

Alekseev Denis Vitalyevich,

Digital Marketing and Web Analytics Expert, Director of Yula Digital Agency; Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0001-2598-2456

 

The article discusses the crucial role of online advertising in marketing strategies and emphasizes the importance of evaluating campaign effectiveness through data analysis. It presents the concept of micro-optimization based on micro-conversions as a method to improve the results of an advertising campaign. The methodology focuses on the difference between macro and micro conversions, advocating data-driven solutions to optimize advertising costs and return on investment. The results emphasize the significant impact of micro conversions on achieving macro conversions, suggesting that careful tracking can increase purchases. The discussion emphasizes the importance of micro conversions in understanding customer intentions and identifying weaknesses in the sales funnel. The paper concludes by distinguishing between macro- and micro conversions in terms of their contribution to business goals and revenues, emphasizing the role of the latter in improving marketing strategies and increasing customer engagement in achieving business goals.

 Keywords: micro conversions; macro conversions; advertising; advertising campaigns; modern technologies; IT.

  

Рр. 39 – 43

DOI: 10.24412/2071-3762-2024-2320-39-43

Ethical Problems in Online Advertising and Ways to Solve them

 

Sharapov Roman Olegovich,

Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

 

The emergence of e-business and active product promotion online has entailed a number of new legal issues and ethical problems that require special consideration. The Internet space is perceived, to a certain extent, as an alternative sphere to real communication with a high level of liberalism and descriptiveness. Insufficient development of normative rules of Internet communication and difficulties in controlling their implementation create conditions for advertisers to violate ethical aspects of electronic culture. With the development of e-commerce and its forms, the emergence of new communication channels with the consumer and the digitalization of social institutions, ethical problems are becoming more and more relevant. The article attempts to analyze the ethical aspects of advertising content on the Internet, and considers the main provisions of the Russian Code of Practice for Advertising and Marketing Communications, knowledge of which helps the market player to be in the trend of socially ethical marketing.

Keywords: socially ethical marketing; Internet marketing; blogging; social media; digital marketing; social media; advertising ethics.

 

 Рр. 44 – 54

 DOI: 10.24412/2071-3762-2024-2320-44-54

Focus Group Interview Opportunities in Advertising Product Research

 

Kurenova Dariya Gennadiyevna,

PhD in Philology, Associate Professor, Associate Professor at Advertising and Public Relations Department, Kuban State Technological University; 2 Moskovskaya St., Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0003-3957-1065

 

Krivosheyeva Ekaterina Vasilyevna,

PhD in Economics, Associate Professor, Associate Professor at Advertising and Public Relations Department, Kuban State Technological University; 2 Moskovskaya St., Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/ 0000-0002-4010-1143

 

Video content placed by enterprises on their corporate sites is designed to solve certain tasks, in particular – to provide the user with the necessary information about the product and manufacturer and contribute to the formation and strengthening of their positive image, so its placement should be preceded by a check for compliance with these tasks. As such a «verification tool» can be successfully used focus group interview, which gives the opportunity to obtain information about the perception of the advertising product by the target audience. The article presents the research results for the video content of the enterprise-developer, placed on the corporate website with certain goals; it is revealed that all the videos do not correspond to the set goals. It is the focus group that helps not only to track consumer reactions to the advertising product, but also to identify the causes of these reactions, to determine the necessary adjustment zones and starting points in terms of verbal and non-verbal instruments of influence on the recipient of advertising.

 Keywords: advertising product; video content; commercials; research; focus-group interview; target audience.

  

Рр. 55 – 60

 DOI: 10.24412/2071-3762-2024-2320-55-60

 Value Marketing as the Basis for Digital Promotion of Art Projects in the Non-Profit Sector

 

Sen Zlata Vyacheslavovna,

Master’s Student, «Innovative Marketing» Program at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0003-9071-6837

 

Budrin Alexander Germanovich,

Doctor of Economics, Professor, Head of «Innovative Marketing» Program at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-1035-2689

 

Soldatova Anastasia Vladimirovna,

PhD in Economics, Associate Professor, Full-Time Associate Professor at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/000-0001-8857-4233

 

The purpose of this research is to consider the value marketing as the basis for the digital promotion method of art projects in the non-profit sphere. The article reveals the basic principles of the value marketing concept, presents the results of qualitative and quantitative research of consumers in the sphere of culture and art, as well as schematically presents the method of digital-promotion of art projects formed by the author, revealing the big idea of the research at the stage of formation and evaluation of three strategic alternatives: promotion with orientation on internal values, promotion with orientation on external values, promotion with orientation on interpersonal values. The novelty of this paper lies in the application of value-based marketing as the basis for the method of digital promotion of art projects, which has not been previously proposed in scientific papers on the given subject area. The obtained results are tested on a real-life case and presented in the form of a set of tactical solutions for digital-promotion developed for the «Invisible Ether» art project.

 Keywords: value marketing; values; promotion strategy; digital promotion; digital promotion; art project; non-profit sphere; cultural leisure market; «Invisible Ether» art project.