Principles of integration marketing communication activity of the Ukraine exhibition companies

  • Serhii Kasian Oles Honchar Dnipro National University, Dnipro, Ukraine
  • Kateryna Korablova LLC Expo-center “Meteor”, Dnipro, Ukraine
Keywords: creative contents, value, positioning, marketing communications, exhibition


Purpose – to expand theoretical idea of model functioning concerning the integrative principles of marketing communication activity of the Ukrainian exhibition companies.

Design/Method/Approach. This research used methods of comparison, systematization and generalization, the analysis of the peculiarity of exhibition services positioning, integrative methods in managing functions of the exhibition company, methods of digital marketing and web analytics in the context of an integrated understanding of conversion and modelling of marketing communications attributes.

Findings. The AIDAOUC(s) model of considering and communication support for the integration of interest, attention, wishes and interaction of stakeholders in space of partner marketing of the exhibition companies as improved.

Theoretical and practical implications. The theoretical aspects for positioning of exhibition services in the complex of integrative communication marketing are developed. Communication features which have exhibition services, and eight components of the integrated approach to their management on the basis of model 8Ps are reflected. The practical value is to define success rate for an exhibition action when implementing the AIDAOUC (s) models.

Social implications. The social value of research consists in strengthening of tolerance at interaction with consumers and marketing value at communication influence on target audiences. It can be provided due to the development of national identity and semantic features of a trademark or brand.

Originality/Value. The scientific novelty of research consists in taking into account the optimization of internal management influences updating capital assets the exhibition objects. There are changes in the distribution of funds in the budget in the complex of integrated marketing communications during the analysis of interests the wishes of the economic agents. Also the novelty consists in the communication support for promotion of services of the exhibition company for satisfaction of the target clients and stakeholders.

Research limitations/Future research. Prospects for further research is deepening the evaluation of interaction and interrelation determinants of elements of marketing communications during the system integration in virtual information space.

 Paper type – theoretical.


Download data is not yet available.

Author Biographies

Serhii Kasian, Oles Honchar Dnipro National University, Dnipro, Ukraine

к.е.н., доцент, доцент

Kateryna Korablova, LLC Expo-center “Meteor”, Dnipro, Ukraine



Baz, М. О. (2012). Otsiniuvannia konkurentospromozhnosti innovatsiinykh produktiv na rynku personalnykh kompiuteriv [Estimation of competitiveness of innovative products in the market of personal computers], Кyiv (in Ukrainian).
Bernet, J., & Moriarti, S. (2001). Marketingovyie kommunikatsii: integrirovannyiy podhod [Marketing communications: integrated approach] SPb, Piter (in Russian).
Cutler, K., & Vaidyanath, A. (2015). Digital Marketing & Web Analytics: Understanding Conversion and Attribution Modeling. Journal of Integrated Marketing Communications (JIMC). Medill Department of Integrated Marketing Communications. Northwestern Medill. Evanston, Illinois, USA. – [Digital resource]. – Published on 10/21/2015. – Access: .
Deynekin, T. V. (2003). Kompleksnyy metod otsinky efektyvnosti Internet-reklamy v komertsiynykh orhanizatsiyakh [Complex method of an efficiency evaluation of Internet advertizing in the commercial organizations], Marketing in Russia and abroad, 2, 102–115 (in Russian).
Golicyn, А. М. (2014). Vystavkovo-yarmarkova diialnist: teoretychni ta prykladni aspekty [Exhibition and fair activity: theoretical and applied aspects] Scientific bulletin of the Poltava University of Economy and Trade, 5 (67), 88–93 (in Ukrainian).
Holitcyn, А. М. (2006). Vystavkovo-yarmarkova diialnist pidpryiemstva [Exhibition and fair activity of the enterprise] Kyiv. nats. ekonom. un-t im. Vadyma Hetmana, К. (in Ukrainian).
Ivanov, I.V., Baranov, V. V., Lysak, H. I., & Kyrsanov, O. V. (2003). Vysokotekhnolohichni pidpryyemstva v epokhu hlobalizatsiyi [The high-tech enterprises during a globalization era] Al'pyna Pablisher, Мoskva (in Russian).
Ivanov, L. (2016). The «4Cs» of cultural diversity in consumer research: a literature review and research agenda. The Bulletin of the Dnipropetrovsk University. Series: Management of Innovations, (7), 194-200 (in Ukrainian). CrossRef.
Kasian, S. Y., & Smyrnov, S. O. (2015). Marketynhove komunikatsiine ta lohistychne zabezpechennia protsesu enerhozberezhennia v ekonomitsi Ukrainy [Marketing communication and logistic ensuring process of energy saving in economy of Ukraine] Visnyk Dnipropetrovskoho universytetu, seriia: Ekonomika. – Dnipropetrovsk : DNU imeni Olesia Honchara, т. 23, #10/1. – Issue 9(2), 32–41 (in Ukrainian).
Khal'tsbaur U., Yettyner E., Knause B., Mozer R., & Tselller M. (2007). Event-menedzhment [Event-management]. Eksmo, Moskva. (in Russian).
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a strategic level. Journal of Business Strategy, 36(4), 34–39. CrossRef.
Kitchen, P. J. (2017). The diversity of advertising formats and the need to revisit the empirical bases of IMC. Journal of Marketing Communications, 23(4), 329–330. CrossRef.
Lovelock, C.H. (1992). Service Marketing. Englewood Cliffs, Prentice Hall, N.J.
Lovelock, C. (2005). Marketynh posluh: personal, tekhnolohii, stratehii [Marketing of services: personnel, technologies, strategy] Moskow. Vydavn. Dim «Viliams» (in Russian).
Myronenko E.V., Oleksyn Yu.P., Orlov N.M., Mazur V.S. (2017). Nauka ta innovatsiyi u suchasnomu sviti: menedzhment ta yurysprudentsiya [Science and innovations in the modern world: management and law]. – Kupriyenko S.V., Odesa, CrossRef (in Ukrainian).
Ofitsiynyy sayt kompaniyi TOV «Ekspo-tsentr «Meteor»» (2017). [Official site of the LLC Expocentre Meteor company] [Digital resource] – Access: (in Ukrainian).
Porter, M. (1990). The Competitive Advantage of Nations. New York, Free Press.
Reshetnikova, A. S. (2017). The role of the national identity of the trademark: the mechanism of perception of the consumer. Marketing and Management of Innovations, (1), 15–24. (in Ukrainian).
Tultaev, Т. А. (2008). Marketynh posluh [Service Marketing] Мoskow, Vyd. centr ЕАОІ (in Russian).
Vdovichena, О. G. (2012). Vystavkovo-yarmarkova diialnist yak faktor sotsialno-ekonomichnoho zrostannia rehionu [Exhibition and fair activity as factor of social and economic growth of the region], Uzhhorod (in Ukrainian).
Zozulov, О. V. (2010).p Promyslovyi marketynh: rynkova stratehiia [Industrial marketing: market strategy] Кyiv, Tsentr navchalnoi literatury (in Russian).
How to Cite
Kasian, S., & Korablova, K. (2017). Principles of integration marketing communication activity of the Ukraine exhibition companies. European Journal of Management Issues, 25(3-4), 144-153.