UDC 358.48
DOI: 10.36871/ek.up.p.r.2023.02.04.018
Authors
Alexander N. Biryukov,
State organization of Higher professional Education Donetsk National University
of Economics and Trade named after Mikhail Tugan-Baranovsky, Donetsk
Abstract
Many scientists and practitioners have proved that the main advantage in the system of promoting
a company, goods, products and services on the Internet is the rapid dissemination and transmission
of information and a fairly loyal cost of these promotion services involving innovative technologies and tools.
The broadband and multifunctional Internet network attracts the necessary target audience in a fairly
short time and generates demand for the product, as well as creates a loyal attitude to the manufacturer of the
product and service, including also such a common tool as targeted advertising.
Such issues as targeting technologies in the promotion of goods and services based on the principles of
the target require detailed study.
The following methods were used in the research: analysis and synthesis, induction and deduction; methods
of theoretical generalization, comparison and systematization, abstract-logical analysis and analogy.
Taking into account the fundamentals of the functioning and operation of the target principle, we can
define targeting, which we present as an opportunity to implement the financial and economic activities of
an enterprise and organization, in general, and the policy of the state, which is expressed in the choice of a
specific or target “target”, which is important and beneficial to influence by special methods and technologies
in order to achieve the necessary result, and to achieve the effect of the probability of hitting the “target” of
interest according to the plan or program.
In our case, the “target” is a user from a dedicated target audience in interaction with whom the company
is interested. In practice, many models of marketing influence have been developed, which are fundamentally
divided into four groups: the theory of the target and its modifications, taking into account various factors of influence,
two-component models of the development of events, the theory of dual action and its modifications,
and some other probabilistic models, which, taking into account scientific research conducted by scientists,
are widely developed and modified.
Keywords
targeting, goods and services promotion system, target principle, goods and services, consumers, reaction, interaction, target audience.
