Communicology. 2017. Vol.5. No.1
BOGOVA Hristina, Doctor of philosophy, Lecturer on European communication practice, Persuasive communication, Organization and management of social processes at the University of Library Studies and information technologies, Sofia, Bulgaria.

GLINSKAYA Irina Yurievna, Doctor of political sciences, Associate Professor of advertising and public relations department of the World economy and business Institute of RUDN University. Moscow, Russian Federation.

KIRILLOVA Ekaterina Andreevna, student of advertising and public relations department of the World economy and business Institute of RUDN University.

Abstract. Nowadays the trend, which becomes more and more evident exists in the world: parents have less time they can dedicate to their children. That is why they appoint the development of their kid to market of children’s goods. This trend was the boost for children’s goods manufacturers that motivated them to draw attention to niche of children’s developing products. Right now this field is free for entrance, but not every trademark can hold its own for a long time. That is why manufacturers try to create a truly attractive and thoroughly thought-out brand for children who can take and hold a position on the market. Nevertheless it is not enough to create an accurate brand to live up to children’s expectations. It is necessary to build a specific system of marketing communication, which will infatuate target and contact audiences. The authors of this article examine the toolkit with the help of which children’s developing goods manufacturers can compete for consumers.

Keywords: advertising, branding, marketing communications, competitiveness, market of children’s goods, children’s developing products.

Text: PDF

For citation: Glinskaya I.Y., Kirillova E.A. The role of marketing communications in promotion of children’s developing products. – Communicology. Volume 5. No. 1. P.164–177 DOI 10.21453/2311-3065-2017-5-1-164–177

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