MARKETING COMMUNICATIONS OF UKRAINIAN COMPANIES IN THE CONDITIONS OF THE CURRENT CHALLENGES CAUSED BY THE WAR

Abstract

Recently, the marketing communications of enterprises are in constant transformation due to the crisis of the domestic advertising market as a result of Russian aggression. The war in Ukraine has become the main challenge that worries the population of all the leading countries of the world and will affect their economic situation and consumer behavior. Under such conditions, enterprises need to optimize their advertising budgets, marketing communication channels in order to use resources most effectively and reach their own target audience. The aim of the research is to identify the main challenges of the business environment of enterprises, which arose as a result of Russian aggression, and to generalize trends in the use of marketing communications by enterprises. The methods used in the research: systematic and complex analysis, analytical approach, theoretical generalization and comparison, observation. The main hypothesis of the study is the assumption that the Russian military aggression in Ukraine became a powerful impulse in society and contributed to the formation of new values related to the formation of national identity and its protection. This, in turn, affected the nature of marketing communications and forced enterprises to review the set of communication tools and channels for the distribution of advertising messages. Presenting main material. The article defines the main changes that have taken place in the business environment of enterprises and in the behavior of consumers. It has been proven that in the conditions of a global economic crisis, a drop in the purchasing power of the population and uncertainty about the end of hostilities, companies optimize advertising budgets and look for new channels and tools to influence consumers. Because marketing communications are highly dependent on society's values and demands of the target audience, under the current conditions, the role of PR tools, the emotional component in brand promotion, orientation towards social responsibility, and common values in society will be strengthened in the marketing communication policy. Examples of successful use of the theme of patriotism in advertising of domestic enterprises are given. The originality and practical significance of the obtained results lies in the possibility of applying the provided recommendations to improve the marketing communication policy of enterprises. Research conclusions. The war in Ukraine became a major event that causes concern in most countries of the world, caused an economic crisis and influenced consumer behavior. Since the first days of Russian aggression, a demand for patriotic values has formed in Ukrainian society, and consumers prefer brands that promote them. Against the background of the general reduction of the advertising market in Ukraine, patriotic colors, slogans, and logos are present in the advertising campaigns of most enterprises and successfully influence consumers united around the idea of victory over invaders. At the same time, the prolongation of the military conflict can lead to the effect of "habituation" and a drop in the effectiveness of communication influence.