УДК: 659.113(075)

DOI: https://doi.org/10.36887/2415-8453-2023-1-7

Semak Bohdan,
Doctor of Economics, Professor,
Lviv University of Trade and Economics,
https://orcid.org/0000-0003-2198-3790
Buchniev Maxym,
PhD in Economics, Associate Professor,
Volodymyr Dahl East Ukrainian National University,
https://orcid.org/0000-0002-7503-5705
Nechyporenko Valentyna,
PhD in Agricultural Sciences,
Associate Professor,
Sumy National Agrarian University,
https://orcid.org/0000-0001-8257-2720
Zham Olena,
PhD in Economics, Associate Professor,
https://orcid.org/0000-0002-9832-2985

JEL classification: D83; E71; M37

The article considers the issues of psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. Based on the research, it was proposed to organize the model of sensory or emotional reaction, which leads to the controlled advertising management. The purpose of the study was to examine the psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. It is shown that first, modern advertising tries to create conditions for the buyer’s conscious and deliberate perception of an advertising appeal, and therefore for automatic purchase, ensuring not a one-time, but a permanent purchase process. Thus, advertising is the only element of marketing management, which starts with an effort to understand the consumer, his requests, and needs. Because of that, advertising research is conducted in many areas: product analysis, market research, analysis of possible mass media and communication media. However, the basis of the foundations is the study of consumer characteristics, the study of possible motives for their behavior. Therefore, the study of psychological aspects of product promotion in the advertising management system under the competitive conditions of the knowledge economy is relevant. The article considers issues of psychological aspects. It has been proven that in the system of advertising management under the competitive conditions of the knowledge economy, models of sensory or emotional reaction usually use one or more of the following four principles: generation of feelings of cordiality, excitement, fear, fun by advertising; generating a sense of satisfaction from the advertising appeal itself; transformation of experience, when new attributes are imperceptibly added to a well-known trademark; the process of developing a conditioned reflex, when feelings, attitudes towards advertising or a transformed user experience are to be associated with a brand. Mental activity can also influence feelings, attitudes towards advertising and the transformation of user experience: the audience can stimulate their feelings by recalling relevant personal experiences; the attitude of a pre-advertising appeal may be influenced by someone’s authoritative opinion, or it may be liked precisely because of its informativeness, etc.

Key words: psychological aspects of product promotion, advertising management system, competitive conditions, knowledge economy, marketing.

Rеferences

  1. Vdovenko, N.M., Fedirets, O.V., Zos–Kior, M.V., Hnatenko, I.A. (2020). «The role of the energy market in the management of resource conservation and resource efficiency of competitive enterprises in the agri–food sector». Ukrayinsʹkyy zhurnal prykladnoyi ekonomiky. Vol. 5, no. 4, pp. 222–229.
  2. Semak, B. B., Basij, N. F., Vovchanska, O. M. (2022). «Marketing management of trade enterprises: current problems and peculiarities». Visnyk LTEU. Ekonomichni nauky, № 68, pp. 11-19.
  3. Khodakivska, O., Orlova-Kurilova, O., Kyryliuk, Ye., Buchniev, M. (2021). «Modeling of the innovation potential management system and the financial system of the economy: compensatory tools of state influence in the context of globalization». Agrosvit, no. 19, pp. 10–15.
  4. Barna, M., Chorna, M., Androsova, T., Ushakova, N., Tuchkovska, I. (2019). Ways to improve the management of the economic security of travel companies. IBIMA Business Review. IBIMA Publishing LLC, USA, рр. 1-10.
  5. Barna, M., Topornytska, M., Malska, M. (2018). The use of resort destinations and event tourism resources of Lviv region to stimulate the development of tourism in carpathian region. Visnyk of the Lviv University. Series International Relations, no. 45, рр. 247-253.
  6. Brockova, K., Rossokha, V., Chaban, V., Zos–Kior, M., Hnatenko, I., Rubezhanska, V. (2021). Economic mechanism of optimizing the innovation investment program of the development of agro–industrial production. Management Theory and Studies for Rural Business and Infrastructure Development, 43.1, рр. 129–135.
  7. Lozhachevska, O., Navrotska, T., Melnyk, O., Kapinus, L., Zos–Kior, M., Hnatenko, I. (2021). Management of logistics and marketing behavior of innovation clusters in territorial communities in the context of digitalization of society and the online market. Laplage in Journal7(3), рр. 315–323.
  8. Ovcharenko, I., Khodakivska, O., Sukhomlyn, L., Shevchenko, O., Lemeshenko, I., Martynov, A., Zos-Kior, M., Hnatenko, I., Michkivskyy, S., Bilyavska, L. (2022). Spatial organization management: modeling the functioning of eco-clusters in the context of globalization. Journal of Hygienic Engineering and Design, no. 40, рр. 351–356.
  9. Zham, O.Yu., Vydryhan, O.V. (2019). Influence of operational leverage on the financial and business activity of air entities. Nauka i studia, 6(195), 44-49.
  10. Zos–Kior, M., Hnatenko, I., Isai, O., Shtuler, I., Samborskyi, O., Rubezhanska, V. (2020). Management of Efficiency of the Energy and Resource Saving Innovative Projects at the Processing Enterprises. Management Theory and Studies for Rural Business and Infrastructure Development, no. 42.4, рр. 504–515.

The article was received 10.01.2023