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DESIGN OF IMPRESSIONS IN DIGITAL CINEMA NETWORK MARKETING

Автор: Sveta on .

Cite as APA style citation 
Jankovec' T. Dyzajn vrazhen' u cyfrovomu marketyngu merezhi kinoteatriv. Scientia Fructuosa. 2022. № 2. S. 61-80. https://doi.org/10.31617/1.2022(142)05

FREE FULL TEXT (PDF)
DOI: https://doi.org/10.31617/1.2022(142)05

UDC 338.46:791.64
JEL Classification M39


IANKOVETS Tetiana,
PhD (Economics), Associate Professor at the Department of Marketing
State University of Trade and Economics
19, Kyoto St., Kyiv, 02156, Ukraine
ORCID: 0000-0002-8159-3826
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DESIGN OF IMPRESSIONS IN DIGITAL CINEMA NETWORK MARKETING

Introduction. The knowledge of economy, formed in the conditions of post-industrial society, which is characterized by the predo­minance of the production of services over the production of goods, today is transformed into the economy of impressions.
Problem. Changing consumer behavior, the development of digital technologies have led to increased competition in the production and provision of services, respectively, to the ope­ning of new opportunities in the field of pro­viding a variety of impressions, which requires new marketing concepts.
The aim of the article is to substantiate the application of the concept of impression design in digital marketing of cinema networks.
Methods. Methods of analysis and synthesis, system-structural analysis, comparison, logical generalization were applied in the article.
Results. The activity of domestic networks of cinemas used by digital cinema technologies is considered, which allowed to distribute the net­works according to the levels of competiti­ve­ness. The tendencies of digital marketing in the conditions of formation of economy of impre­ssions are revealed. The application of the concept of impression design in digital mar­keting of cinema networks is substantiated. The distribution of events in cinemas at contact points by areas of impression discovery is pro­posed in order to increase sales and profita bility of cinema networks.
Conclusions. In the conditions of formation of economy of impressions to networks of cine­mas for development of own brand, increase of level of competitiveness and achievement of the business purposes it is offered to use the con­cept of design of impressions.The author con­cludes that the networks of cinemas that have created and developed their own brand have a better chance in the digital space to attract and retain consumers by offering a variety of experiences. Measures in digital contact points (online and offline) are proposed, distributed by areas of impression.
Keywords: impression economy, cinema networks, digital marketing, brand, impression design, digital points of contact.

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