MODERN PROMOTION POLICY TOOLS FOR UKRAINIAN BUSINESSES

Abstract

Understanding the methodology of promotion and the application of marketing communications is crucial for contemporary Ukrainian entrepreneurship. Without a structured system—comprehensible to both marketers and the target audience—marketing activities become chaotic, hindering the achievement of high economic efficiency. Modern marketing communications extend beyond merely purchasing media space or creating engaging advertising messages; they comprise a specific set of rules, algorithms, and interaction methods designed to recognize the real or stated needs of the audience, optimize budgets, and measure financial performance. This article examines a number of methodological techniques and approaches to promotion policy that Ukrainian enterprises must rely on when building communication campaigns. Special attention is paid to the contemporary importance of establishing two-way relationships through marketing communications. Furthermore, the study proves the necessity of using communications to accumulate and analyze market data, convey messages about current engagement terms, and gather consumer feedback. Theodore Newcomb's communication model (the ABX System) was analyzed, alongside the importance of applying its methodological principles to the development of promotion policies in Ukraine. The findings indicate that effective communication involves transferring an appeal from a manufacturer or seller to a client or other market entities, as well as seeking mutual understanding and building trust to balance interests and foster beneficial collaboration. Additionally, the importance of the SMCR communication model was emphasized to highlight the role of the recipient, which is often more significant than that of the sender. It was demonstrated that a message can only be accepted by a perceptive recipient who is actively tuned to process the information. Finally, the study highlights the distinct role of psychological expertise in increasing promotion effectiveness for Ukrainian enterprises. This includes managing intermediary constraints, the sender's perception of the recipient, the recipient's understanding of the appeal, and subsequent feedback. Special attention was dedicated to the influence of various reference groups on the consumer. According to the "Spiral of Silence" theory, these groups can significantly impact consumer behavior and even partially manipulate it by amplifying the voice of the minority over the majority.