ANALYSIS OF MARKETING COMMUNICATIONS UNDER MARTIAL LAW

Marketing communications are known as a highly effective marketing method in the modern era. At a time when the effectiveness of traditional methods is gradually decreasing, it is one of the most important initiatives that you need to know about for effective business. Marketing communication is a broad concept as it refers to the overall transfer of information. In recent years, there has been an increasing need for a broader understanding of the term, which includes customer evaluation and impressions of various opportunities to interact with a supplier (products, medical facilities/waiting rooms, design, brands, staff, uniforms, etc.), as well as those based on intentional communication by the supplier. In addition, thanks to digitalization, media opportunities for communication have increased and the methods used are becoming more diverse. Companies have a tool to track the information transmitted by users. This opens up ways to analyze their positions and moods. There is a movement towards direct communication between customers and companies through surveys. Firms should always take the customer's position, understand their values, and be close to them. It is important to understand the points of contact and communicate accordingly. The target audience is a key element of marketing communication. It is impossible to start the process without identifying the group to be influenced. The target audience can be defined as the group that will respond in the required way to the message and to the entire range of activities that will be carried out as part of marketing communication. By classifying and developing marketing communications according to the channel and the stage of consumer readiness to buy, it is possible to quantify and evaluate the attitude, thinking, stimulation, and degree of change at each point of contact. The outcome indicators and measurement methods depend on the method of communication design and touchpoints, so they must be established appropriately, through mutual consultation between the client and the manufacturer. The study will examine how the main tools of marketing communications have evolved as a result of the war.