Presentation as a Method of the Integrated Marketing Communications

Abstract

The article explores the main elements of preparation, construction and carrying out presentation events as a constituent part of the integrated marketing communications. The latter actively help to promote commodity items to market, expand the brand recognition and form a brand. The main aspects in the application of marketing integrated communications are modernity of technology, non-standard perception and thinking, innovative technologies, creativity, etc. Marketing presentations are characterized as one of the methods of the integrated marketing communications, which aim to create brand recognition among the potential buyers (representing the characteristics and advantages of products, creating demand and stimulating sales). The marketing presentations have: structure (algorithm of carrying out presentation events, important stages); object (goods, service, brand, representation of strategy, of information, etc.); subject (representative of the organization, speaker); means (the use of modern technologies, means of presentation of information, provision of free samples, etc.). The uniqueness of this article is the content of the description of prospective elements used in the construction of marketing presentations, as well as the description of the typical errors that occur in the development and testing of a presentation scenario, the envision and elimination of which allows to achieve faster efficiency of the carried out activities.

Keywords

• integrated marketing communications
• marketing presentations
• presentation stages