MARKETING RESEARCH OF PR-ACTIVITIES SUCCESS’ FACTORS
Abstract
The article is devoted to the results of marketing research of PR-events success factors in different conditions – before and after the introduction of lockdown in connection with the pandemic COVID-19 in the pharmaceutical market of the southern region of Ukraine. The survey was conducted among 168 doctors in 2 stages: in December 2019 and in August 2020. The author compared consumer preferences, features of decision-making on participation in PR-events in online and offline formats. As important factors for choosing a specific PR-event, the target audience offers comfort factors, ease of obtaining information, the ratio of information and entertainment components in the content of the event program, the influence of the lecturer's personality and interest in a specific topic of the PR-event. Through the proposed system of evaluation of efficiency in the new socio-economic conditions of isolation, the principles of development of marketing measures in the digital environment for enterprises operating on the basis of new business models are formed. Identified success factors deconstruct the process of communication in both online and offline activity of the enterprise to understand the optimal combination of these elements in further use in practice of marketing activities. It is important to note that there has been a rapid digitalization among the target audience. According to the results of marketing research, it was found that further implementation and use of digital channels of marketing communications will develop in the pharmaceutical and other industries, due to the possibility of disseminating professional information and acquiring new competencies by visitors to such PR events. The rapid formation of leaders in this market is noted, which can significantly deconstructs the traditional methods of communication and the movement of values that were formed before the pandemic. Internet marketing communication is becoming a significant tool of marketing policy of the enterprise and requires further attention and study.
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