THEORETICAL ASPECTS OF DETERMINING THE ESSENCE AND CONTENT OF THE CONCEPTS OF "EMOTIONAL MARKETING", "SENSORY MARKETING" AND "MARKETING OF IMPRESSIONS"

Abstract

The article is devoted to a thorough multi-stage analysis of the concepts of "emotional marketing", "impression marketing" and "sensory marketing". The current trends in the essence of the studied concepts and the ways of their use in advertising activities are highlighted. The existing scientific approaches to the interpretation of concepts are analyzed, and the key aspects of use are also outlined, namely: the purpose and direction of a separate type of marketing under study, the type of contact with the consumer, methods of memorization, components of influence, main advantages and disadvantages. Emotional marketing, according to the above definitions, is a type of marketing activity, the purpose of which is to create an emotional connection between the brand and the consumer in order to create long-term relationships. Impression marketing is characterized as a modern innovative comprehensive approach, the purpose of which is to create a unique unforgettable experience for the consumer. This type of marketing activity involves the use of various events and activities. Sensory marketing has been described as a marketing approach that focuses its activities on stimulating the five senses of a person: sight, smell, hearing, taste, touch. This type of marketing makes it possible to form a deep emotional connection with the client and create sensory appeal in the eyes of the consumer. The article discusses the importance of using "emotional marketing", "experience marketing" and "sensory marketing" in the context of changing market conditions. Special attention was paid to highlighting the main differences and common elements of the concepts under study. Based on the information obtained, it was found that although the concepts have many common features and are used to attract emotions in sales activities, they also have a number of differences and features in use. The article notes that the appropriate use of "emotional marketing", "experience marketing" and "sensory marketing" in a complex is an important component of the successful functioning of an enterprise in the market. The need for further research into the market situation, development and research of innovative marketing strategies is emphasized in order to create a competitive enterprise that will be able to satisfy the emotional needs and demands of consumers, as well as create strong, long-term emotional connections with customers.