NEW APPROACHES TO THE COMMUNICATIVE STRATEGIES REALIZATION

  • O Smyrnova Institute of International Relations Taras Shevchenko National University of Kyiv

Abstract

Information glut led to significant changes in the structure of communication in the whole and marketing, in particular. It requires absolutely new approaches to the communicative strategies realization. Per day a person gets thousands of advertising messages. Product promotion is a new substance, like water or air. Advertising has become a background. Within the framework of behavioural psychology it means that the product, as the market becomes increasingly saturated, finds it extremely difficultto break through the filter of buyers’ selective perception.The article highlights the issues of filtering through the audience selective perception which underlies a powerful informational message. The conclusion of the author is to change the approaches to the communicative strategies realization.

Author Biography

O Smyrnova, Institute of International Relations Taras Shevchenko National University of Kyiv
PhD, an employee, an expert in the field of emotions and non-traditional marketing

References

Zaltman G. (2003) How Customers Think: Essential Insightsint othe Mindofthe Market. Harvard Business School Press.

Kahneman D. (2011) Thinking, Fastand Slow.Farrar, Strausand Giroux.

Zaltman G. And ZaltmanL. (2008) Marketing Metaphoria: What Deep Metaphors Revealabou the Mindsof Consumers. Harvard Business School Press.

Трайндл А. (2017) Нейромаркетинг: визуализация эмоций [Neuromarketing: visualizationofemotions]. M. : Альпина Бизнес Букс.

Линдстром М. (2012) Buyology: увлекательное путешествие в мозг современного потреби теля [Truthand Liesabout Why We Buy]. М. : Альпина Бизнес Букс.

Д. Льюис. (2015) Нейромаркетинг. Как проникнуть в мозг покупа теля [The Brain Sell: When Science MeetsS hopping]. M. : МИФ./

Kahneman D., Tversky A. (2000) Choices, Valuesand Frames. NewYork: Cambridge UniversityP ress.

Goldhaber M. (2011) Principlesof the neweconomy.

Брюс Худ. (2015) Иллюзия "Я" илиигры, в которые играет с нами мозг [The Self-Illusion: Why Thereis NoYou Inside Your Head]. M. : Эксмо.

Lanham R. (2006) Th eeconomic sofattention/ Style and substanceintheageo finformation. Chicago.

Kahneman D., Krueger A., Schkade D., Schwarz N., Stone A. (2006). Wouldyoubehappierifyouwerericher? A focusingillusion .Science.

Schwartz B. (2004) The Paradoxof Choice – Why MoreIsLess. Harper Perennial.

Фромм Э . «Человек одинок». http://nemaloknig.info/book-170791.html

Особенности массовой культуры: Эрнест ван денХааг об отчуждении и стандартизации [Features of mass culture: Ernest van den Haag about alienation and standardization] <http://monocler.ru/ryinok-massovoy-kulturyi/>

Льюис Д. (2016) Нейромаркетинг в действии [Neuromarketing in action]. М.: МИФ

Industrial strategymusthelp UK «creativeindustries»

Почепцов Г. «Писсуар Дюшана, или искусство как медиакоммуникация» [Duchamp’s pissoiror artasa media communication]

Wu T. (2011) The Maste rSwitch. The Rise and Fallof Information Empires. NewYork.

Davenport T. H. ,Beck J. C. (2001). The Attention Economy: Understanding the New Currencyof Business. Boston.

Published
2018-10-07