Construction of the hierarchy of communication measures for machine-building enterprises of Ukraine

Abstract

Introduction. Information about the quality and competitiveness of domestic machine-building enterprises' products must be brought to the buyers with the help of a complex of communication means that create a communicative effect. With the right choice of means of communication and the correct combination of their numbers, the company will be able to significantly strengthen its position in the market, which in today's economic environment is very relevant.

Purpose. The article aims to determine the required ratio of means of marketing communications of machine-building enterprises for maximum communicative effect.

Method. The solution of the tasks is carried out by means of the method of expert estimation, method of analysis of financial and statistical reporting, sites of advertising agencies.

Results. The degree of importance of each component of the communicative effect for the machine-building enterprises of Ukraine has been obtained. A matrix has been constructed. It illustrates the results of the joint use of marketing events in each case.

The coefficient of the communicative effect from the measure has been determined, taking into account the money spent on it. The optimal percentage correlation of measures on marketing communications of machine-building enterprises of Ukraine has been calculated. It has been determined that the largest share in the marketing communications of machine-building enterprises should be for promoted sales, sponsorship, Direct marketing, advertising and personal sales.