{"id":8384,"date":"2021-01-30T10:30:34","date_gmt":"2021-01-30T08:30:34","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=8384"},"modified":"2021-11-16T09:51:22","modified_gmt":"2021-11-16T07:51:22","slug":"efektyvnist-integrovanyh-marketyngovyh-komunikaczij-u-diyalnosti-komerczijnogo-banku","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=8384","title":{"rendered":"\u0415\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u0456\u043d\u0442\u0435\u0433\u0440\u043e\u0432\u0430\u043d\u0438\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439 \u0443 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u043a\u043e\u043c\u0435\u0440\u0446\u0456\u0439\u043d\u043e\u0433\u043e \u0431\u0430\u043d\u043a\u0443"},"content":{"rendered":"

<\/p>\n

\u0415\u0424\u0415\u041a\u0422\u0418\u0412\u041d\u0406\u0421\u0422\u042c \u0406\u041d\u0422\u0415\u0413\u0420\u041e\u0412\u0410\u041d\u0418\u0425 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0425 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0426\u0406\u0419 \u0423 \u0414\u0406\u042f\u041b\u042c\u041d\u041e\u0421\u0422\u0406 \u041a\u041e\u041c\u0415\u0420\u0426\u0406\u0419\u041d\u041e\u0413\u041e \u0411\u0410\u041d\u041a\u0423<\/p>\n

EFFICIENCY OF INTEGRATED MARKETING COMMUNICATIONS IN THE ACTIVITIES OF A COMMERCIAL BANK<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 187-191. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0417\u0410\u0411\u0423\u0420\u041c\u0415\u0425\u0410 \u0404. \u041c.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Ye. ZABURMEKHA
\nKhmelnytskyi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4(3)-34<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received : 04.08.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed : 28.09.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u0456\u043d\u0442\u0435\u0433\u0440\u043e\u0432\u0430\u043d\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457, \u043f\u043e\u043a\u0430\u0437\u043d\u0438\u043a\u0438 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0457 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0456 \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f \u0456\u043d\u0442\u0435\u0433\u0440\u043e\u0432\u0430\u043d\u0438\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439, \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0430 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439, \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0430 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439, \u043a\u043e\u043c\u043f\u043b\u0435\u043a\u0441 \u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u0442\u043e\u0432\u0430\u0440\u0443, \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u0441\u0442\u0438\u043c\u0443\u043b\u044e\u0432\u0430\u043d\u043d\u044f \u0437\u0431\u0443\u0442\u0443.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 In modern conditions of rapid development of information economy and growth of economic significance Information about financial and banking institutions that compete with the advantage is the use of content marketing communications, justified by a review of the effectiveness of financing such activities and correct determination of its effectiveness. As you know, neither commercial banks use a variety of methods to stimulate the sale of banking products, advertising services, etc. However, with the development of marketing, replenishment of market conditions of functioning of banking institutions, growth of external dynamics the environment of his tools began to rapidly improve and develop.
\nThe article discusses the complexities of the promotion of banking products and services, explores scientific approaches on the specifics of the functioning of integrated marketing communications systems at points of sale, and described methods for evaluating the effectiveness of their use. Consider different approaches to the definition of economic efficiency of marketing efforts of a commercial bank. Indicators for determination are offered economic efficiency of using integrated marketing communications. Separate communicative effect of marketing measures, psychological effectiveness of communication activities. The result The study is a determination of the profitability of advertising, which can serve as a baseline choosing the future marketing strategy of the banking institution and the basis for adoption management decisions regarding the IMC.
\nKeywords: integrated marketing communications, indicators of economic efficiency use of integrated marketing communications, psychological effectiveness of marketing communications, economic efficiency of marketing communications, product promotion, advertising, incentives sales<\/p>\n

References<\/strong><\/p>\n

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