Alla Riabchyk

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In this article, we examined marketing communication models and identified the possibilities of their application by Chinese tea producers in the Ukrainian market under conditions of growing competition, changing consumer preferences, and increasing demands for the relevance of communication strategies. We substantiated that the AIDA, AIDMA, and AISDALSLove models can contribute to building stable interest in Chinese tea, stimulating purchase intention, and fostering loyalty among Ukrainian consumers. We explored the DAGMAR model as a tool for setting specific and measurable advertising goals and for evaluating their impact at different stages of consumer behavior. Based on the PESO model, we justified the optimal combination of paid, owned, earned, and shared media to ensure comprehensive coverage of target segments and to strengthen trust in Chinese tea producers in Ukraine. Special attention was paid to the STDC model, which structures the communication pathway from initial interest to the formation of brand affinity and repeat purchases. This is particularly important for brands seeking to strengthen their positions in a new market. We demonstrated that applying the Lasswell communication model enables the adaptation of messages to the cultural, social, and behavioral characteristics of the Ukrainian audience, optimizes channel selection, and increases the accuracy of advertising targeting. The summarized results indicate that integrating the mentioned communication models forms a coherent, systematic, and effective communication strategy capable of adapting to the dynamic conditions of the Ukrainian market and ensuring sustainable brand awareness growth. The use of these models ensures greater effectiveness of marketing communications, enables more accurate audience segmentation, increases the relevance of advertising messages, contributes to the development of consumer loyalty, increases tea sales, and strengthens the market positions of Chinese tea producers in Ukraine. The practical significance of this study lies in developing recommendations for Chinese tea producers on integrating communication models into real marketing strategies, building multichannel communication systems, personalizing messages, optimizing content, and improving the effectiveness of interactions with Ukrainian consumers at all stages of their engagement with the brand.

All rights reserved. Printed in the United States of America. No part of this publication may be reproduced, distributed, or transmitted, in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher. The content and reliability of the articles are the responsibility of the authors. When using and borrowing materials reference to the publication is required.

This article examines key issues related to marketing communications for agricultural enterprises. The authors present and systematize the most common interpretations of the concept of “marketing communications” and propose their own definition of the term. Additionally, the article identifies and summarizes modern marketing communication tools and methods that agricultural enterprises can use in both offline and online markets. Each enterprise must choose the most effective marketing communications and develop its unique and efficient Promotional-Mix. This choice depends on the company’s goals, specialization, target audience, and available resources. Special attention is given to the application of marketing communications by agricultural enterprises. The authors argue that communication activities are essential and strategically important for all businesses in the agricultural sector. Through marketing communications, enterprises can increase demand for agricultural products, boost consumption levels, stimulate sales, influence target audiences, expand market reach, and develop strong brands. Marketing communications also serve as a powerful competitive tool in both domestic and international markets. The study establishes that communication activities are a crucial component of a company’s marketing strategy and should align with product, pricing, and distribution policies. Such alignment enables businesses to achieve the best possible results. The article also explores the specific application of marketing communications in the agricultural sector, demonstrating that companies can utilize these strategies in both consumer and B2B markets for promoting standardized and branded products. The effectiveness of communication efforts varies, as it depends on numerous market factors. This research has both theoretical and practical significance, providing agricultural enterprises with insights into key aspects and opportunities of marketing communications, which will contribute to their efficiency and growth in today's competitive business environment.

All rights reserved. Printed in the United States of America. No part of this publication may be reproduced, distributed, or transmitted, in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher. The content and reliability of the articles are the responsibility of the authors. When using and borrowing materials reference to the publication is required.

The necessity of developing the production of biogas and digestate at Ukrainian sugar factories focused on the further sale of biomethane in the energy market and for its own needs is substantiated, which will partially ensure the energy security of the state under martial law. The volumes of...